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Robust case summary : Bottled water into the low-cost brand extension potential market :

Added Date:2007-03-18　　Come From :u258.net

North to broad vast Heilongjiang, south to beautiful fluttering flagssouthern part of China Pearl River, the vast China's tap waterprofession already was a school of wind unboiled water gets up,hundred large ships strove to be the first the scenery. In all cornersof the country, many brands like dragons snake contends with causedthe current of water surges, Robust rules the world in the divineland, flies the dragon in the day. Here we inscribed have gotten downmark of the Robust exciting flying apsaras:
In 1999 starts the Robust loaded in barrels water by the area area 20million investments to go on an expedition the travel, now hasrealized the loaded in barrels water market �� nation 11th, thesales income nation first, the sales income is higher than the secondbrand several fold.
Robust loaded in barrels water project by global of a France ten bigdrink groups reaches can the group evaluate the global investmentrepayment rate highest project.
In 2003, the Robust loaded in barrels water achievement has gone farbeyond the beginning of the year plan, the realization sales volume187 million, profit 68.36 million.
For many years, the Robust loaded in barrels water nearly has notinvested a television advertisement cent money.
. . . . . .
After liked a baby quack quack to fall to the ground namely is againstthe wind long, snaps fingers to become the giant. Robust, can a loadedin barrels water market successor, how by the ultra low marketinvestment and the marketing expense creation like this sale miracle?The answer flutters in the wind, then perhaps comes from enterprise'sspeech is fairest most and just: On February 8, 2004, the Robustloaded in barrels water 04 years work plan conference convenes inGuangzhou. General Manager Liu Jian in the report pointed out "canobtain the such good achievement, is cannot separate with a largequantities of outstanding outside brain cooperation. In particular theoutstanding letter news public relations and the soft article plan,not only the style is vivid, moreover keen excavated news and hasinitiated the chain-like dissemination, has saved many propagandasexpense for us ".
Fair and objective saying, the Robust success should first give creditto the enterprise itself clear strategy localization and the iron rodintrepid carries out the strength, but the outstanding letter companyremarkable news public relations plan may be called add the finishingtouch the pen, closely links up with the Robust other a series ofenterprises strategy, complements each other, enormously helped Robustto reduce the marketing expense, the promotion brand value and thepromotion sale.
Reviews the entire Robust loaded in barrels water case, too manysplendid details the radiant fireworks which are in full bloom justlike the nighttime sky in, lets the person exclaim in surprise forgetsto return, then lets the author select several most beautiful flowersaltogether to enjoy with everybody!
The brand extends: The low cost pushes onward the potential market
In 1998, the Guangdong Robust group entered a relatively sadpattern: On the one hand, Robust brand well-knownness unceasinglypromotes, each kind of product market share also is among the best inthe similar product; But on the other hand, the new product like teadrink and so on goes on the market the after performance actually��; At the same time, group's overall sale grows also doesnot pace back and forth front. How maximum limit utilizes the Robustbrand the core value, develops the more general markets space, becamehas suspended in front of the Robust highest management stratificationplane the test and the challenge.

By Robust group Liu Jianwei head partial managements superintendents,and utilizes the Robust brand core value in the full cognition in thefoundation, starts to enter president to reach the nearly 1 year eachkind of related consumable market investigation and the analysis, theconclusion is - in the loaded in barrels water domain, at that timedid not have a nationwide brand, all was some regional brand, themarket brand ��ж� is very low, very many cities even had hundredbrands also to exist. But investigates also indicated that, Theconsumer and the market as if and takes the degree the loaded inbarrels water brand approval, is lower than other similar fastconsumables by far.
It can be said that, Then loaded in barrels water profession wasoccupies in a growth initial period market. This meant a higher growthand is higher than the mature profession the profit, has thepossibility through to struggle to become this profession collarrunning.
But does the loaded in barrels water market have the prospect?Actually does the market have in a big way? In other words, loaded inbarrels water market localization and market development feasibilityhow? Its goal expense group is whether stable, but also will have thelarge scale growth? Has not obtained before the full proof in thesequestions, any significant decision-making all is extremely has therisk and the insufficient rationality, the science.
In further analyzes and the proof discovery loaded in barrels watertook an emerging industry, is assuming during the high speeddevelopment in world each place, the Chinese market by 30% speedgrowth, the loaded in barrels water market extremely has the giantmarket to dive every year the quantity basis to be quite full,certainly some disadvantage factors: For instance, ȸ�� carries onthe depth investment in the loaded in barrels water domain, and hasformulated the long term development plan; The partial consumers bythe price the way which delivers goods to the doorstep for the onlyorientation and the loaded in barrels water, causes to rob the marketto appear complex is difficult.
Finally the Robust person has made the science decision-making: Fullyutilizes the Robust brand to contain the core value, extends theRobust brand to loaded in barrels water domain - extremely has thepotential the market. Thereupon was packing in a barrel the waterdomain to appear a nationwide well-known brand all of a sudden at thattime, to the market guidance function and to other Shui Shangdeterrent strength was shocking. But all these, they have not nearlyinvested any market development expense. The correct reasonable brandextends, classical has appeared once more the low cost fastdevelopment market marketing gold law.