The self-defense backstroke war of the brand of the district- the water deep feeling thicker Jialinshan case example analysis

---

provenance:em-cn.comDate Added:2005-11-22

Jialinshan person the bosom is thick feeling to the bead sea the person,
We keep in mind the of then wear to advertise imperishable hot liver ¡­¡­

Preface:
In 2003, the drinking water market of China displayed the prospects that the one nitric smoke fill the air, on the other hand, the world class eldest brother reaches the ability to affected the competition structure and form of everyplace square brand to the overall intervention of the Chinese drinking water market directly;On the other hand, the drinking water market expands to permit, result in many conditions with little gruel of monk quickly, the competition of each brand further turns worse.Everyone contends for my, the battle fire is flaming.

Everyplace square leadership brand for protect own already have the territory, have to use the whole body to solve the number, eight fairies lead the sea is each to show the magical power, to expect to stand firm the heel in the market of the vehemence compete, promote brand.

The bead sea Yonglong group underneath Jialinshan mineral spring is exactly and thus a local drinking water leadership brand.

In the second half of 2002, the Jialinshan mineral spring market was subjected to another serious threat of brand;

In February 2003, gather the light hall to teach the life in hour of danger, with the Jialinshan the person holds hands to launch a brand self-defense that take the showbiz advertisement as the core to counter-attack the war.
Meet in a narrow path
The Yonglong group of the bead sea City was established in 1981, main brand Jialinshan of underneath mineral spring, have ever is the absolute leadership brand of the drinking water market of the bead sea City, at the bead sea market occupied 70% above of quota, in follow virtuously, mountain etc. the ground also had more than 50% market shares.
At the bead sea, the Jialinshan bucket pack, pay to pack the mineral spring is almost a drinking water of a pronoun, become the bead sea and the people's a part of the life in the peripheral regions.However, the breeze does not always follow to blow, is" the first mountain" of the Jialinshan this bead sea drinking water even if, also want to adapt the more and more vigorous competition environment.In 2002, obvious feeling arrival of Jialinshan from another a threat of" mountain", this is a spring with pure newly arisen brand- Fu-shan that comes from the medium mountain.
Pure spring in Fu-shan enters the bead sea market through careful plan.Aim at the Jialinshan mineral spring the characteristics of" silent work, not the matter publicity" for long time, pure spring in Fu-shan publicizees in the brand image and advertisement up the enlargement strength.

At the brand aspect, pure spring in Fu-shan integrates own image as" the diamond quality", advertising a radiant drop of water of lieutenant general to change into the dazzling diamond of flicker in the showbiz, passing the only beautiful appearance dint diagram to leave outstanding impression of quality for consumer;

At the image spokesperson aspect, in order to increase the come-on dint of the eyeball economy, pure spring in Fu-shan rises to use the football treasure- beam of the section in Shenzhen to serve as its brand image spokesperson, making use of the beautiful woman to promote, the heavy attack;

At the terminal aspect, quick perfect and own sale network, the enlargement marketing troops of pure spring in Fu-shan, and draw up to promote the wording etc. to Jialinshan, take the offensive to the native and pre-eminent brand Jialinshan of the bead sea from the each aspect.

Imitate the an everywhere it is thus clear that the advertisement slogan of beautiful woman's institutional advertising( carriage, signpost, the light an etc.), and the diamond quality of pure spring in Fu-shan, hence, more and more consumers was spent the eye by pure spring in at present Fu-shan advertisement, to the motion that the brand of Fu-shan produces to sound out sex usage, thus broke the position to produce to the of the Jialinshan brand agitatedly.

The market quota of Fu-shan flies to increase soon, a lot of consumers start try the change to consume the habit, turning but trying pure spring in Fu-shan, appearing the big area" back to order the water" phenomenon in part of stable markets of the Jialinshan.

Such situation, make be the Jialinshan person of the real fact only always some caught unprepared, face the market quota to atrophy quickly, Jialinshan the person feels the unprecedented pressure.