嘉实多越南市场营销分析.pptx
- 文档编号:2358481
- 上传时间:2022-10-29
- 格式:PPTX
- 页数:15
- 大小:6.80MB
嘉实多越南市场营销分析.pptx
《嘉实多越南市场营销分析.pptx》由会员分享,可在线阅读,更多相关《嘉实多越南市场营销分析.pptx(15页珍藏版)》请在冰豆网上搜索。
Thetotalconsumptionofthelubricantoil(1992-2008)Europe,theUnitedStatesandotherdevelopedhaveademandofhighqualityandlongservicelifelubricatingoil.Duetoglobalfinancialcrisisof2008,thedemandofEuropewasgreatlyreduced,andthetotalconsumptionfellby17percent(FuchspetrolubAG).FortheU.S.,itdecreasedby11percent.However,developingAlthoughshockedbythe2008financialcrisis,economiesofAsiaPacificregionwhicharerepresentedbyChina,India,IndonesiaandVietnamenteragoldentimeforeconomicgrowth.Meanwhile,lubricatingoilmarketisinthedevelopmentstage.Thedevelopmentspaceisvast,andoildemandisstrong.TheoverallstrategytocapturetheVietnamesemarket1.BuildBrandLoyaltyResource:
http:
/arestillrelativelyrareMotorcyclesarecommonTheshorttermgoal-targetmotorcycleownersThelong-termgoal-buildbrandloyalty2.CommunicationsStrategyTelevisionandglossyprintmediahttp:
/uniquesloganthathasarhythmicqualityinVietnameseDaunhottotnhat,or“best-qualitylubricants”andsticksinconsumersminds.Focusesonbuildingconsumerawarenessthroughbillboards,carstickers,andsignsatVietnamsroadsidegaragesandmotorcyclecleaningshops.Carstickers3.PromotionalStrategyIn2003,aglobaladvertisingcampaignthatfeaturedEnglishsoccerstarDavidBeckhamstarted.BeckhamvisitedseveralAsiannations,includingVietnam,whereheattendedasoccertournamentsponsoredbyCastrol.4.PricingStrategyPremiumpricingstrategy.Castroloilcostsabout$1.5perliterinVietnam,aboutthreetimesasmuchasthepriceofcheaperoilimportedfromTaiwanandThailand.5.BrandingStrategyHighpricingisconsistentwiththecompanysattempttobuildaglobalbrandimageofhighquality.6.DistributionStrategyInmostcountrieswhereitoperates,Castroldividesthecountryintoregionsandhasasingledistributorineachregion.InVietnam,Castroloftenhastwodistinctdistributorsinaregiononetodealwithstate-ownedcustomers,andonetodealwithprivatecustomers.7.AssociationwithStrongEnterprisesStrengthenthecooperationwithlotsofworldstopcarcompanies,andJointlydevelopLubricantoilseriesof“Zunhuforeachbrand.8.AutoServiceAutomobileservicescompany,Castrolvehiclemaintenancestation.
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 嘉实多 越南 市场营销 分析