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MARKETINGCASESTUDYRAREMINERALTREASUREINTEGRATEDMARKETINGPLANNINGCASECASEINWUHAN,ARARETREASUREOFMINERALWATERINSHORTSUPPLY,HUBEIPROVINCE,BECAMETHEFIRSTBRANDOFMINERALWATERINBEIJING,ARARETREASUREAMONGMINERALWATERCITYFIVERARETREASUREPOPULARMINERALWATERINTHEPRIMARYABNORMALITYINCHILDRENAFFECTIONATELYNICKNAMEDIT“PRINCESSOFWATER“THISISASTATEOWNEDASSETMANAGEMENTCOMPANYINWUHAN,HUBEISMINERALWATERCO,LTDANDBEIJINGRARETREASUREEVERYMANMARKETINGPLANNINGCOMPANYSITUATION,AFTERRAPIDMONOPOLYOFSCARCERESOURCES,THEFIRSTLIPINSTARZHAOWEIANDAWONDERFULMARKETINGBOLD“BYTHEWIND“COOPERATEINTHEIMPLEMENTATIONOFCAMPAIGNMARKETRESEARCHANDANALYSIS1MARKETBACKGROUND1BEVERAGEMARKETISHIGHLYCOMPETITIVEBEVERAGEMARKETMANYVARIETIESANDBRANDS,MARKETINGINVESTMENT,PROFITMARGINSNEWVARIETIESANDNEWBRANDJUICES,FUNCTIONALDRINKSCONTINUETOEMERGE,THEBEVERAGEMARKETSEGMENTSCONTINUETOBECHOPPED,DIVIDEDUPTHECONSUMERSPOCKETBOOK,SQUEEZETHEDRINKINGWATERMARKET2MANYBRANDSDRINKWATERASPUREWATERINCLUDINGSPACEWATER,DISTILLEDWATERANDMINERALWATERTWOCATEGORIESTHEREAREMORETHAN1,000PUREWATERMANUFACTURERS,MINERALWATERPRODUCERSMORETHAN1,000INWUHANMARKET,THEREARE29KINDSOFPUREWATER,MINERALWATER,21KINDS3ALLASPECTSOFPUREMINERALWATERCOMPAREDTOPREVAILFROMTHEADVERTISING,MARKETING,BRANDAPPEALTOCONSUMERPREFERENCE,THEOVERALLLOSSTOPUREMINERALWATERPUREWATERUSEOBJECTIVEADVANTAGEISLOWCOST,CONSUMERMISUNDERSTANDINGTHISSTAGEOFTHECHOICEOFDRINKINGWATERGOOD4MINERALPROSPECTSANDGREATPOTENTIALINDEVELOPEDCOUNTRIES,SPEAKINGDRINKINGMINERALWATERISHEALTHY,TASTEFULLOGOWATERISTHEWORLDSLEADINGBEVERAGEBRANDSOFMINERALWATER,SUCHASTHEFRENCH“EVIAN“MINERALWATERINTHEWORLDFORNEARLYAHUNDREDYEARSOFHISTORYOURCONSUMERAWARENESSOFMINERALWATERARERAPIDLYIMPROVING,WATERISNOTONLYQUENCHYOURTHIRST,BUTALSOTHEPURSUITOFGOODFORTHEBODYOURMINERALWATERQUALITYHASGREATLYIMPROVED,THEPASSINGRATEFROM1992S345RISETO1997OF782,SOMEBRANDSOFMINERALWATERSALESAREQUITELARGE2CONTENDERSTATUSFIRSTARMYROBUST,WAHAHA,MASTERKONG,THEYARELEADINGBRANDSSECONDARMYFARMERSPRING,YIBAO,BLACKCHILD,WASPARTICULARLYFULL,THEYAREASTRONGBRANDOTHERDRINKSAREMORETHAN40SPECIESOFWATERMOTLEYCREW,ISAWEAKBRANDFIRSTMASTER3064SECONDROBUST2856THIRDWAHAHA1574FEATURESBRANDAWARENESSISHIGH,POWERFULCOMPANIES,ADVERTISINGINVESTMENT,BOTHOFWHICHROBUSTPRODUCTIONOFPUREWATERANDPRODUCINGMINERALWATER,PURIFIEDWATERBOTHBYLOWCOSTMONEY,BUTALSOBYMINERALWATERIMAGEBUILDINGLONGTERMPERSPECTIVEROBUST,WAHAHAHAVEBUILTPLANTSINHUBEIBEACHLANDING,LOCALIZATIONSTRATEGY,REDUCECOSTSANDSTRENGTHENCOMPETITIVENESS3CONSUMERSCONDITIONCONSUMERSHAVEFORMEDTHEHABITOFBUYINGDRINKINGWATER,OFTENBUYERSACCOUNTEDFOR4889,OCCASIONALLYBUYERSACCOUNTEDFOR4815,ONLY296OFPEOPLENEVERBUYAGESTRUCTURESIGNIFICANTLYLIGHTERCONSUMERBEHAVIORREBRAND,RETASTEOFMINERALWATER,PURIFIEDWATER,THECONCEPTOFFUZZY,BUTTHEREARESOMECONSUMERSRECOGNIZEUNHELPFULLONGDRINKPUREWATER,MINERALWATERBEGANTOPAYATTENTIONTOTHECHOICEOFQUALITY4MARKETPOTENTIALWUHANISONEOFTHEFOUR“STOVE“,DRINKWATERSALESISENORMOUSWUHANCITY,750MILLIONPEOPLEOFTENBUYDRINKINGWATERDAILYTOBUYABOTTLEOFSUMMER600ML,120MILLIONORMORE,SALESARE396MILLIONOCCASIONALLY,PEOPLEWHOBUYSUMMERWEEKSAREBUYINGABOTTLESALESIS55,728,800OTHERSEASONSTEMPORARILYNEGLIGIBLE,WUHANCITYDRINKINGWATEROFATLEASTTHEAMOUNTOFTHEACTUALLATENT450MILLIONYUAN,EVENRESORTTO50OFFTHEREOVERTWOMILLIONLATENTCAPACITY5,RARETREASUREMARKETPERFORMANCEVISIBILITY,REPUTATIONISNOTHIGHINWUHAN,ARARETREASUREORIGINALMARKETSHAREOFONLY170CONSUMERSRARETREASURE“DONOTKNOW“ACCOUNTEDFOR41OF87,“UNDERSTANDING“ACCOUNTEDFOR12TO60BRANDAWARENESSIS1620SALESVOLUMEISVERYLOW,IN1998PRODUCEDATOTALOF1,700TONS,LESSTHANTHETOTALSALESOFAROUND400MILLION,WITHANNUALSALESINWUHANONLYABOUT800,000YUANCHARACTERISTICRARETREASURE,BUTPERFORMANCEISNOTOUTSTANDINGSERARETREASURECHARACTERISTICSDISTINGUISHITFROMOTHERPUREWATER,MINERALWATER,BUTLESSERKNOWNTHEPRICEISHIGHINGOODWATERCONSUMERSDONOTKNOWISTHECASE,THEPRICEISCOMPETITIVEDISTRIBUTIONOFWORKISVERYGOOD,BUYINCONVENIENTPOORPACKAGINGDESIGN,BOTTLESTICKERSBECOMEOBSOLETE,NOGRADES,NOTASTEBRANDSURVIVALFOUNDATIONRARETREASUREINWUHANONINTERPERSONALSALESFORTHREEYEARS,SUSTAINBRANDSURVIVALFOUNDATIONENTERPRISEDIAGNOSISRARETREASUREMINERALWATERCOMPANYWASFOUNDEDINOCTOBER1992,THEPRODUCTIONWASBUILTINTHEBEGINNINGOFENSHIPREFECTURE,PRODUCTTESTMARKETINGIN1995,THECOMPANYSETUPINMARCH1997SALESCORPORATION,DESIGNEDANNUALPRODUCTIONCAPACITYOF20,000TONSRARETREASURELISTINGHASBEENTHREEYEARS,MARKETSHARE,REPUTATION,SALESVOLUMEISSTILLINAVERYLOWLEVEL,INTHEENDISWHATFACTORSAFFECTTHERARETREASURE,THESURVEYFOUNDTHATTHEMAINPROBLEMSARE1MANAGEMENTOFEXTENSIVERANDOMESPECIALLYINTHEDISTRIBUTIONSYSTEMDOESNOTMEETTHEMODERNMARKETCOMPETITIONENVIRONMENT,DIDNOTESTABLISHASCIENTIFIC,UNIFIED,AUTHORITATIVESALESCOMMANDCENTERANDPROFESSIONALANDEFFICIENTSALESFORCEWUHANBRANCHANDCOMMERCECOMPANYCONFLICTS,BUCKPASSING2PERSONNELLAYOUTIMBALANCEMANAGEDTODOMORE,DOLESSBUSINESSIDLEPEOPLE,FEWERPEOPLEOFFICER3MARKETINGTALENTSHORTAGEDUETOLACKOFMARKETINGPROFESSIONALS,RESULTINGINONLYKNEWTHETRUTHHEADOFPRODUCTION,BUTDONOTKNOWHOWTOPLAYTHEMARKETONLYKNOWYOURSELFANDTHEPRODUCTISAGOODTHING,THOUGHTITWOULDBECUTE,IDONOTKNOWWHATOTHERPEOPLEHAVETOLOVEYOUONL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