市场营销4p产品比较举例分析(英文)

Information about spirit competitors

WULIANGYEˊS STRENGTHS(+) AND WEAKNESSES(-) HENGSHUILAOBAIGAN’S

STRENGTHS(+) AND

WEAKNESSES(-)

JINLIUFU’S STRENGTHS(+)

AND WEAKENESSES(-)

Target market

in several series,each series has its

suitable occasion,for exampile

Business,official reception,festive

celebration,and is suitable to People of

different levels

Some as for Wuliangye

Mainly in the low end of the market

avoid the strong competitors(+)

Is the high-end market forward（-）

The general public (+)

Product

brand name pretty famous at home；

Production superiority+（history、

Technology、culture）；Low end product

quality(-)

Brand familiarity at local place (+)

product quality(+)

brand name (-)

Products too much,and no significant

difference(-)

product innovation(+)

Promotion

推广Heaviest spending on unit quantity in

hihg advertising

spending on daytime TV.(+),sales

Heaviest spending on Outright sale of

marketing . (+)

High end market share、Marketing

Innovation(-)promotion, including free samples(-)

Integrated marketing(Market 、

brand、capital、system）

Remodeling of Laobaigan image

terminal(-)

Reasonable,effective advertising(+)

Operation cost high(-)

Place Distribution through Distributors 、

stores and retailers(+)

Distribution through Distributors 、

stores and retailers(+)

Customer order

Sales terminal deficiency（-）

Distribution through Dealers and

agents

Excellent sales terminal(+)

National marketing system(+)

Price

High retail price(-)

Lower unit price for larger quantities (+)

middle retail price (+)

Can be mass consumer acceptance

(+)

Lowest available retail price (+)

Potential competitive Barriers likely responses Take brand strategy（+）；develop health

wine；Raise price（-）Management and

product quality awareness(-)

Wine culture(+)

seize market share（+）

Wine culture（-）

marketing development speed synchronization，brand structure unreasonable,uneven, some good and

some bad(-)Attract new customers Reasonable price

enhance the quality of products and

brand