China resources snowflake delinking ying tactical brand out of the insider

feelings for the brand positioning kotler, the great wall's spirit half a year practicing
& # 8220, we implemented a national brand and regional brands (strong regional brand + regional tactical brands) walking on two legs of the strategy.
kotler china resources brewery group + + +5000 spirit great wall 10,000 yuan = ?
equivalent to the 'snowflake' brand growth story. july 8, red tie and black suit of milton kotler, the public solved this title.
1 on 9, in cooperation with china resources brewery declared the conference, kotler pointed out that china's three major brands of beer soft rib. the lack of emotional value of the story, he was listed as a weakness of the first.
not clear positioning, but also hinders the development of the brand of beer industry weakness. the industry spread of such a joke, if the top number of domestic beer brand labels removed, were packed in the same empty cup, then please these brands of the business chiefs to the taste, they may also difficult to tell which their own products.
kotler said: a successful brand, should be between brands and consumers to create a 'love', the design of a sustainable, consistent and have Patek Philippe Watches emotional value of the story is most important of all, and many of china's beer brand-building relative lack of affection and love.
looking for emotional stories Timex Watches become kotler as snowflakes beer, targeting the beginning of the story.
kotler explained: marketing is the core of value creation. we give the 'snowflake' beer positioning is to create a value that can bring some young people to meet the demand. the whole project in china's team is looking for a worthwhile story, find the minds Citizen Watches of consumers recognized with them closely related to the story.
research trilogy
on both sides of the cooperation process, the final investigation report and the mutual satisfaction of the contract the amount is kept secret. it is learnt that 50 million yuan is only one of the generous ad delivery costs. early
cooperation, the two sides of snowflakes beer brand positioning processes and methods for research and study. to this end, china resources brewery (china) co., ltd. and kotler marketing group jointly set up a project team of 18 people, including five kotler marketing group, china resources brewery headquarters seven people, china resources brewery six regional companies. Japan Rolex Watches
preliminary investigation, the two sides held a number of different levels and staff are invited to attend the meeting, only within the group held a meeting on 12 times. the research has three phases in an orderly manner.
according to kotler, he has participated in three meetings. the first time was in the beginning stage of the project, has done some guidance work. the second is the first stage and the end of the second phase, the first stage of the second stage of summing up and done a guidance for the third time to sum up the second phase and third stage guidance.
first phase lasted two months, the project team for snowflake beer brand in the performance of various markets, and consumer awareness of it carried out an investigation. specifically include snow brand in the local market, consumers in mind the definition of and views. this national survey in 10 cities, including shenyang, changchun, harbin, beijing, tianjin, shanghai, wuhan, hefei, chengdu, guangzhou and other cities.
according to china resources beer (china) co., ltd., general manager of market-houxiao detailed description: investigations revealed that 10 cities, east and south china market awareness of the snow is still relatively small; shenyang is snowflake beer's hometown, and in the city, it is a lot of consumers and have deep feelings of the old brand, and along with them every step of development in heilongjiang, that it is a consumer from shenyang from the old brand, business great strength in beijing, shanghai, the survey showed that although the country has developed very rapidly in the snow, but in these two markets are rare, and in wuhan, chengdu, hefei, and other cities survey showed that consumers' ; growth 'on behalf of the courage to change, and the growth of snowflakes beer faster, stronger strength, and' growth 'combined.
march from the beginning of the second phase, the qualitative survey, excavation began in-depth consumer hearts of the brand story, find the beer brand of consumer awareness, and the snowflake brand awareness and growth and the relevance of the concept, including snow and competitors in the relevance of emotional.
project teams in six cities to do a 12 consumer qualitative research forum. brand positioning in the process of introduction, and then in the five cities launched a test, conducted 20 seminars. to test the snowflake the position of consumers can get recognized, and consumers in mind the emotional story.
qualitative survey shows that consumers are growing heart of the concept and experience, but also on the market do not have a beer brand and the concept together. if the positioning of beer in the growth of snowflakes, there should be room for development.
in the investigation and study, the project team also yanjing beer and tsingtao beer in consumer awareness in the minds of the analysis done. tsingtao beer brand that has a long history and guaranteed quality, but consumers age too large. project group believes that this result will be limited to the popularization of the brand development. beijing yanjing beer in the local test results that the brand of good quality and strong corporate strength, the deeper background, and life is closely related to consumers, but the emotional distance further away. beijing but also in cities other than the test that it is a significant geographical color with the brand of beer.
phase iii of the project, in the brand after the definition of advertising Shturmanskie Watches research. allow consumers to test the accuracy of positioning content. the project team in the first five cities to do the research will be 20 and later in beijing, tianjin, two cities increased by 7 field research will be.
sun wong told reporters: after all the city's investigation, we will 'snowflake' positioning of beer consumers in the 20-35 age group. they are characterized by the largest daily in the growth of their emotional life in the growth of the joy and satisfaction. but for this age group beer brand is still blank, and they hope to find in life can be emotional sustenance of the product. therefore, we will 'snowflake' is defined as consumers grow up with this part of the partnership.
4, spirit great wall official involved in creative and original. at that time, we have a script 8-12 to choose from, but out of a lot. for example, we have the wto, china's olympic bid and the spacecraft into space on the 5th, such as china's growth and link the beer. but consumers believe that these background beer is too far away from the snow, but it is difficult to accept, to give up. in the great wall and the prosperity of 'growth' definition, there have been two conflicts. they want to 'grow up' is defined as' pioneer spirit ', that it is promoting china's growing strength. while we uphold this spirit, but it was too ahead of the consumer. the great wall is the prosperity that will grow as long as the creative use of small incidents can be expressed, but we think we must clearly put forward in the story 'growth' theme. hou xiao hai said.
we and the project team, after two months of controversy, will be 'growth' is defined as an option, that is, take our own road, believe in themselves can do want to do. spirit of the great wall creative staff zhuchuang large cattle also laments road.
the entire project has been continued until june this year, along with snowflake beer, enjoy the smooth growth and the end of the story came out.
beijing sheng zhong xia powerful brand group director of the institute of strategic studies evaluation of the case: kotler's brand positioning is not an advertising and a story so simple. he helped the 'snowflake' to find the brand positioning of a state, that is to meet the emotional needs of consumers. at present many domestic brands also busy with the pursuit of material value stage, no brand awareness of the importance of spiritual values. the spiritual level of emotional needs once in the minds of consumers in the form fixed impression, and was approved, it will deepen its consumer brand loyalty.
walking on two legs: beyond brand soft rib
from 1993 to set up first joint venture company - & # 8212; shenyang, china resources snow brewery co., ltd., china resources brewery has quickly developed into today's 36 factories, and has more than 20 local brands. from the output of less than 200,000 tons to the development of today's 3 million tons.
according to the chinese wine industry associations beer branch of the data provided, in 2003 domestic beer enterprises, with an annual capacity of the row before the four were tsingtao, china resources beer and yanjing beer, hapi, capacity for 320 million liters, or 254 million and 223 million liters, 117 million liters.
kotler believes that the chinese beer industry's second largest weakness lies in the fact that the current multi-brand beer as a regional brand, brand loyalty is just performance as a regional loyalty. he believes that brand on the formation of a inertia, is not brand the internal drive.
to this end, the rapid acquisition of china resources brewery in many local brands at the same time, snow brand to market the country as a major goal.
zhong xia group that: as the beer industry there are not suitable for long-distance mainstream wine distribution phenomenon. therefore, apart from the development of a national brand, there must also be relatively good regional brand with. china resources beer can implement multi-brand strategy. by acquiring a local well-known beer brands, locked in the local consumer market and to be consolidated. at the same time with the 'snowflake' brand of the impact of gradually moving towards the national market.
our national brands and regional brands (strong regional brand + regional tactical brands) walking on two legs of the strategy. kotler groups on the 'snowflake' brand positioning, to promote our brand portfolio strategy laid the foundation. said wang qun, a strong regional brand that blue sword, the new samsung, the united states on brands, regional brands tactical means some relatively small share of the future may be replaced by the brand.
2001, china resources brewery began full implementation of its brand portfolio strategy. snowflake beer formal expansion to the nation, and entered the crc under the heilongjiang, jilin, liaoning, tianjin, hubei, anhui, sichuan, six regional.
2003, the snowflake beer sales exceeded 800,000 tons, the 2004 plan is to break through 1.1 million tons. the current domestic market sales of more than 1 million tons for all but three brand snow, yanjing, qingdao.
the end, wang qun, general manager, told reporters: snowflake beer to the country is a long process, not only through a 'growth' positioning on completion. after the brand positioning needs to manage. in six months, we have developed a set of detailed internal brand management processes. we can not use a brand-take of the market, but also hope that the future more than snowflakes in a national beer brand.
behind him on the windowsill, labelled snow empty beer bottles in a row of beer, particularly eye-catching.

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