嘉实多越南市场营销分析.pptx
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嘉实多越南市场营销分析.pptx
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Thetotalconsumptionofthelubricantoil(1992-2008),Europe,theUnitedStatesandotherdevelopedhaveademandofhighqualityandlongservicelifelubricatingoil.Duetoglobalfinancialcrisisof2008,thedemandofEuropewasgreatlyreduced,andthetotalconsumptionfellby17percent(FuchspetrolubAG).FortheU.S.,itdecreasedby11percent.However,developingAlthoughshockedbythe2008financialcrisis,economiesofAsiaPacificregionwhicharerepresentedbyChina,India,IndonesiaandVietnamenteragoldentimeforeconomicgrowth.Meanwhile,lubricatingoilmarketisinthedevelopmentstage.Thedevelopmentspaceisvast,andoildemandisstrong.,TheoverallstrategytocapturetheVietnamesemarket,1.BuildBrandLoyalty,Resource:
http:
/,AutomobilesarestillrelativelyrareMotorcyclesarecommonTheshorttermgoal-targetmotorcycleownersThelong-termgoal-buildbrandloyalty,2.CommunicationsStrategy,Televisionandglossyprintmediahttp:
/uniquesloganthathasarhythmicqualityinVietnameseDaunhottotnhat,or“best-qualitylubricants”andsticksinconsumersminds.,Focusesonbuildingconsumerawarenessthroughbillboards,carstickers,andsignsatVietnamsroadsidegaragesandmotorcyclecleaningshops.Carstickers,3.PromotionalStrategy,In2003,aglobaladvertisingcampaignthatfeaturedEnglishsoccerstarDavidBeckhamstarted.BeckhamvisitedseveralAsiannations,includingVietnam,whereheattendedasoccertournamentsponsoredbyCastrol.,4.PricingStrategy,Premiumpricingstrategy.Castroloilcostsabout$1.5perliterinVietnam,aboutthreetimesasmuchasthepriceofcheaperoilimportedfromTaiwanandThailand.,5.BrandingStrategy,Highpricingisconsistentwiththecompanysattempttobuildaglobalbrandimageofhighquality.,6.DistributionStrategy,Inmostcountrieswhereitoperates,Castroldividesthecountryintoregionsandhasasingledistributorineachregion.InVietnam,Castroloftenhastwodistinctdistributorsinaregiononetodealwithstate-ownedcustomers,andonetodealwithprivatecustomers.,7.AssociationwithStrongEnterprises,Strengthenthecooperationwithlotsofworldstopcarcompanies,andJointlydevelopLubricantoilseriesof“Zunhuforeachbrand.,8.AutoService,Automobileservicescompany,Castrolvehiclemaintenancestation.,
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