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没有哪个品牌强大到不可以去竞争!没有哪个品牌弱小到不可以去挑战!营销的本质在于,寻找启动市场的杠杆,运用智慧实现以弱击强、以小博大、以轻举重的市场战略。 2002年,在中国饮料市场激烈的角逐中,从北京和浙江市场杀出一匹黑马,这就是巨能集团推出的体饮平衡饮料。一、“体饮”凭什么?体饮的市场表现令行业瞩目。2002年4月份才上市的体饮,3个月内就成功地完成了市场的导入,销售一路看好。“体饮”在竞争激烈的饮料市场取得了成功。3.5元一瓶的零售价,是当年所有的即饮产品中价格最高的。与此同时,康师傅、统一的茶饮料零售价从上一年的3.5元降到3元一瓶,而一般的矿泉水价格已降到1元左右。
No brand is strong enough to compete! No brand weak enough to go to challenge! The essence of marketing is to find the lever to start the market, the use of wisdom to weak strong, small and big, light weight market strategy. In 2002, during the fierce competition in the Chinese beverage market, a dark horse was blasted out from the markets of Beijing and Zhejiang. This is the balance of body drinks drink launched by Giant Group. First, “Body drink ” Why? Body drink market performance so that industry attention. In April 2002 only the body drink, within 3 months successfully completed the introduction of the market, sales all the way bullish. Bodybuilding has achieved success in the highly competitive beverage market. The retail price of a bottle of 3.5 yuan a year is the highest price of all ready-to-drink products. At the same time, Master Kong, the unified retail price of tea drinks dropped from 3.5 yuan in the previous year to 3 yuan a bottle, while the average mineral water price has dropped to about 1 yuan.