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1、1On the home light bottle Longjiang marketing dilemmaSince the new millennium, the Chinese liquor industry changing, ups and downs, Northeast liquor has gone through an unusual 13 years was a Northeast Northeast liquor turn, turn northeast of foreign liquor, the pattern of todays high-end liquor has
2、 elm Northeast money, Daoguang 25 critically acclaimed brands in Beijing and Tianjin, east and other places, in the low end of the old village, Longjiang homes, black earth, a small number of outstanding brands outside the village, in the eastern, central and other places unprecedented position, Esp
3、ecially in light bottle market, many real estate brands are grappling with the need to exhaust all the stops. In order to light a bottle of wine market-oriented enterprises, the old village along the way, the most eye-catching. While increasing sales and brand value, every step of the law chapter, b
4、ecame the undisputed Northeast liquor a flash symbols in this camp, Longjiang old village homes and almost simultaneously started early has also overtook the old village, glory in 2recent years, not only in the policy Longjiang homes not see new ideas, but also market performance also slightly on th
5、e decline, falling sales have already been several times away from the old village. What causes Longjiang homes, Jin marketing dilemma into it I think, strategic misconduct leading to strategies fail, thus losing the leading industry specific analysis of the potential below?: Brand strategy, too str
6、engthen the brand potential, ignoring the brand genes and positioning Began in late 2010, Longjiang home pushing hearty concept, and the depth of interpretation, and vigorously promoted. Sought to brand hearty and quality hearty high degree docking, namely the establishment of industries to build co
7、nsumer recognition and hearty hearty recognition. For a time, China hearty liquor, hearty Chinese taste, the advertisement appeared in various publicity channels. experts in high spirits and hire other experts next month as hearty coronation crown given by public opinion, marketing, enhanced hearty
8、concept credibility and gold. refining the core concepts of the brand and the depth of excavation, is understandable, 3but also the right time, is to strengthen the brand and corporate savings potential in the CBD. However, the next move was wrong brand of practice again and again. First, ask the po
9、tential branding advantage in the channel is not available in mature markets seek, but relatively weak in their high-end crowd trumpeted. Longjiang home brand has been focused on three or four lines market, years of brand management and marketing accumulation, brand gene clearly visible, the crowd i
10、s the source of the low-end of its core fan group. terminal building is no clear strategic plan, high flame directly into the camp, home to a serious breach of the stage Longjiang brand positioning, doomed The outcome is highbrow, high-end have not been effective, low-end can not be effectively occa
11、sion. Secondly, Longjiang home to drum up support hearty liquor, few resonate at the same time, the old village, but based on its own brand of genes, a stable population base of low-end, mid-range crowd radiated upward, expanding business sources. Relying on the old village of brands genes , advocat
12、ed a practical life, positive values, that good life every day brand positioning, public mental resources to seize 4hundreds of millions of consumers, and the low-end resonance soul struggling populations. Product strategy, high-end products overconfident, lack of low-end products iterative techniqu
13、e On product strategy, Longjiang homes mistake, the former Jane as the bearer of Longjiang home brand promotion carrier. Gravity multi-brand strategy in the high-end products, the blind self-confidence to make a serious deviation from the marketing focus. Low-end products, 10 years has been fine for
14、 the main sorghum, had total sales of the best years about 65% of the share, is the retail price of 10 - 18 yuan, both in appearance and taste have formed fatigued, although there are broad mass base, but the product structure has not formed an organic combination of relatively simple, upgrade or re
15、placement products reflect slow. wooden sea, Sambo products are relatively isolated, so there is concern about the declining market trend. At the same time, the old village still adhere to the old village master brand unchanged, continue Plough has launched step by step Life series of mid-range wine
16、 more quality and value, enhance and enrich the product mix. Promotional strategy, bartering, 5creative tall on the resulting core channel equipment Snub Longjiang homes in common with the old village at the beginning: the fight people carpool, the ground is extremely strong promotion Longjiang homes in Hebei, the old village in Henan province have established a second home base .2011 Longjiang promotion strategy. for
