Is the opportunity of the military advance mineral spring City over there?

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provenance:ttlttt.netDate Added:2005-11-23

1, a glimmer of brand capital luck camp, the low level market terminal price competition candescence

According to the market research analytical, the Chinese mineral spring market has already become to take Wahaha, Robust, health hall, nest of as the predominant glimmer of brand, with the Lao mountain, teacher of, Coca-Cola, extremely rare treasure, dint of, the benefit treasure...etc. famous of two line brands and some places with worse real strenghts in the small business enterprise mineral spring" the Three Kingdoms involve three parts" market structure and form;Among them, a glimmer of brand is in the main position of the of the market of water with 70% or so market quota male, two line brands and some market quotas of brand of places are very low.

The pre-eminent medium of a glimmer of brand at whole country attack with all strength, a speech of star, spread the concept and promote the good reputation degree of the brand, expand the market with all strength;The brand of the place makes use of the native advantage, aggressive integration outlet, take the hogshead water as to correspond the point, take the bottled water super low price as to compete the means, try hard for the cent a cake of has already done big" cake".In a glimmer of brand in addition to the health hall temporarily hasing no foreign capital, other brand backs all have the abroad the big capital to get involved, with borrow money this advantage, these a glimmer of brands pack the market of water to carry on" shuffle cards" to the low level continuously with the low price strategy, the whole water market is whole to enter" the fire explode to put together" period, the individual glimmer of brand 550 ML bottled water has already fall to break a dollar.

2,, the mineral spring foreground is good, the potential is huge:

Through" pure" and" natural" focus affairs, the bottle packs to drink the mineral spring real gather" natural"," nourishment"," health" in whole body, meet the mental need that the large consumer promote" natural, free from pollution and healthful"s, is a more ideal bottle to pack the drinking water, more and more of was like by the large consumer!Just become" king in the water"! From the Wahaha, Nongfu Spring and righteousness of golds at inside of" water army corps of Zhejiang" rob to share the headwaters strongly in the northeast, from the green, city of, blue numerous crocodiles with big beer of sword in succession the military advance water City, arrive the Robust to" change sides in war" to major in the mineral spring, declare" drink the mineral spring more is a right choice" publicly, also proved this well.

Two, the market analysis

Competitor's condition analysis:

Be used as a glimmer of brand of the profession of water, because of enter early, the brand popularity is high, the business enterprise real strenght is strong, plusing get involved of strong capital in foreign country, a glimmer of brand low level water market breaks to conduct the visible result already early show, match with already marketing network of conduct many years, the competitive advantage is obvious;Two line brands hug the branded history to precipitate generally or the advantage( such as the Lao mountain mineral spring) of the local place, with the localization strategy, decline low cost, enhance the competition ability for compete the means to put together to contend for a glimmer of;But the both parties still fight the point currently concentrated in the low level public's market, in upscale subdivide the market although beginning now clues, didn't¡ãyet cause the enough value.

An and two basic likeness of the product combination, the product packing of the line brand mineral spring, with the soft plastics bottle pack for lord, the capacity contain 6 Ls\1.5 Ls\550 MLs\596 MLs\330 MLs, satisfy the public consume the middle age choice of the green person, child, the family different community;The glass bottle packs the mineral spring to appear the supermarket selling exhibition with the costliness, but the packing of the product, promote sales slightly mild;But the benefits is similar to market drive, an and two profession tycoons of the line brand picked up the price sharp weapon repeatedly, use the low price to start a time per time to pound at to the market, hope can the elephant appliance profession to jack up the profession into the threshold continuously.

Consumer condition analysis:

Consume the behavior:Have with this people's one who consume the exaltation of the water article and healthy consciousness, large consumer already the one who become purchase the habit that the bottle pack the drinking water, already have the person of near 70% to have already accepted the bottled water in the city consumer, usually purchase according to the authority fact-finding organ data enunciation have 48.89%, occasionally purchase 48.15%.

Consume the community:15-19- year old" precise youth", drink the comparison of the bottled water tallest, the 20-29- year old youth is slightly low, but above 30 years old of consumer body, then re-appeared the traditional thrifty and true consumption principle of Chinese again lower in the comparison that the 30-45- year old person drinks the bottled water;