1、Marketing Case StudyRare mineral treasure integrated marketing planning caseCase:In Wuhan, a rare treasure of mineral water in short supply, Hubei Province, became the first brand of mineral water.In Beijing, a rare treasure among mineral water city five.Rare treasure popular mineral water in the primary abnormality in children affectionately nicknamed it Princess of water.This is a state-owned asset management company in Wuhan, Hubeis Mineral Water Co., Ltd. and Beijing rare treasure every man
2、marketing planning company situation, after rapid monopoly of scarce resources, the first Lipin star Zhao Wei and a wonderful marketing bold by the wind cooperate in the implementation of campaign.Market research and analysis1.Market Background(1)beverage market is highly competitiveBeverage market many varieties and brands, marketing investment, profit margins.New varieties and new brand juices, functional drinks continue to emerge, the beverage market segments continue to be chopped, divided u
3、p the consumers pocketbook, squeeze the drinking water market.(2)many brandsDrink water as pure water (including space water, distilled water) and mineral water two categories.There are more than1,000pure water manufacturers, mineral water producers more than1,000.In Wuhan market, there are29kinds of pure water, mineral water,21kinds.(3)all aspects of pure mineral water compared to prevailFrom the advertising, marketing, brand appeal to consumer preference, the overall loss to pure mineral water
4、.Pure water use objective advantage is low cost, consumer misunderstanding this stage of the choice of drinking water.Good(4)mineral prospects and great potentialIn developed countries, speaking drinking mineral water is healthy, tasteful logo.Water is the worlds leading beverage brands of mineral water, such as the French Evian.Mineral water in the world for nearly a hundred years of history.Our consumer awareness of mineral water are rapidly improving, water is not only quench your thirst, but
5、 also the pursuit of good for the body.Our mineral water quality has greatly improved, the passing rate from1992s 34.5%rise to1997of78.2%,some brands of mineral water sales are quite large.2.Contender statusFirst Army: Robust, Wahaha, Master Kong, they are leading brands; Second Army: farmer spring, Yi Bao, black child, was particularly full, they are a strong brand; other drinks are more than40species of water motley crew, is a weak brand.First Master30.64%Second Robust28.56%Third Wahaha15.74%F
6、eatures; brand awareness is high, powerful companies, advertising investment, both of which Robust production of pure water and producing mineral water, purified water both by low-cost money, but also by mineral water image building long-term perspective.Robust, Wahaha have built plants in Hubei beach landing, localization strategy, reduce costs and strengthen competitiveness.3.Consumers conditionConsumers have formed the habit of buying drinking water, often buyers accounted for48.89%,occasiona
7、lly buyers accounted for48.15%,only2.96%of people never buy.Age structure significantly lighter.Consumer Behavior: re-brand, re-taste of mineral water, purified water, the concept of fuzzy, but there are some consumers recognize unhelpful long drink pure water, mineral water began to pay attention to the choice of quality.4.Market PotentialWuhan is one of the four stove, drink water sales is enormous.Wuhan City,750million people often buy drinking water daily to buyabottle of summer(600mL,1.20mi
8、llion) or more, sales are396million.Occasionally, people who buy summer weeks are buyingabottle sales is55,728,800.Other seasons temporarily negligible, Wuhan City drinking water of at least the amount of the actual latent450 millionyuan, even resort to50% offthereovertwomillion latent capacity.5,rare treasure market performanceVisibility, reputation is not high.In Wuhan, a rare treasure original market share of only1.70%.Consumers rare treasure do not know accounted for41%of87,Understanding acc
9、ounted for12 to60%;.Brand awareness is16.20%.Sales volume is very low,in1998produced a total of1,700tons, less than the total sales of around400million, with annual sales in Wuhan only about800,000yuan.Characteristic rare treasure, but performance is not outstanding.Se rare treasure characteristics distinguish it from other pure water, mineral water, but lesser known.The price is high.In good water consumers do not know is the case, the price is competitive.Distribution of work is very good, buy inconvenient.Poor packaging design, bottle stickers become obsolete, no grades, no taste.Brand survival foundation.Rare treasure in Wuhan on interpersonal sales for three years, sustain brand survival foundation.Enterprise diagnosisRare treasure mineral water company was founded inOctober 1992,the product
《市场营销案例英文版》由会员工****分享，可在线阅读，更多相关《市场营销案例英文版》请在金锄头文库上搜索。
