b品牌冰淇淋2001年天津市场营销策略分析（Marketing strategy analysis of B brand ice cream in Tianjin in 2001）__精品.doc

b品牌冰淇淋2001年天津市场营销策略分析（Marketing strategy analysis of B brand ice cream in Tianjin in 2001） Marketing background description: 1. competitor A company background: A company is a domestic dairy listed company, ice cream market leader, has a strong brand, advertising, product development, marketing development and management advantages, in 2000 sales of about 800 million yuan. A company has entered the Tianjin market for five or six years, the highest in history, sales of 50 million / year. Because the A company selected 4 franchised dealers in the local price, and the channel is in unstable state, good market support policy cannot directly and effectively carry out terminal, 2000 sales have decreased significantly. 2.B company background: B company is a rising star, leader, and more than 90% of the top middle level production, technology, marketing, management, worked in A company. The company was founded less than two years, sales growth rapidly, ice cream market is filled and followers, with more advanced system, talent, management, marketing advantages, in 2000 sales of about 150 million yuan. B company entered the Tianjin market only a year, due to product positioning and development strategy accuracy, coupled with exclusive distribution of preferential policies, although the market base is weak, but the sales situation promising. B company and A company built a new scale equal ice cream production base, in 2001 the implementation of comprehensive strategic spread strategy in depth marketing, and decided to market in Tianjin and A showdown. 3. Tianjin market features: Tianjin has a population of 10 million 790 thousand, is Chinese cold concentrated, a representative of the market, Chinese cold base, a mature and highly competitive beverage market, both the consumption of the type of this area, and the external radiation type, the pathway to a large number of two wholesalers, and with different characteristics. In 2000, the market share of middle market products in