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1、刘杰克橄榄油新产品上市营销案例解析(上)（LiuJackananalysisofthemarketingofnewoliveoilproducts(Partone)）Oliveoilisanauthentic"newproduct"fortheChinesefoodoilmarket".Asanewproduct,inordertosuccessfullysurviveinthemarketChina,toknowourselves,in-depthunderstandingofChinastatusofedibleoilmar
2、ket.Everythingishardinthebeginning,theAbrand(Note:ThisisonlymentionedintheAbrandbrandname,andtheauthorsaidinotherarticles,caseandworksintheAbrand,doesnothaveanyrelevance.)LandingChinafirstdaysisalltobeundertaken:lackofconsumerawarenessoftheoliveoilmarketcompetitionis
3、becomingincreasinglyfierce,howtoextendmarketingchannels,spreadingnewmarketingteamtogrowandmature.Itisinthispredicament,recommendedbytheindustry,customersfindtheoilindustrymarketingexpert-LiuJackmarketingconsultants,andwiththelatterquicklyreachedaconsensusofcooperatio
4、nandcompletedtheformationoftheprojectteam.ProjectbackgroundandcustomerrequirementsOliveoilisknownas"liquidgold"becauseofitsuniquetaste,richnutrition,beautyeffectandhealthcarefunctionofpreventingandtreatingcardiovascularandcerebrovasculardiseases".Butdomesticconsumers
5、arenotbuyingoliveoil.OliveoildidnotentertheChinesemarketbefore,thetraditionalcookingoil,peanutoil,soybeanoilandotheroilscompletelyoccupiedthedomesticmarket,andtheformationoftraditionaloil"fight"situation.What'smore,theChinese,especiallynortherners,prefertoeatgreasyfo
6、od,noteveryconsumercanacceptthefaintfragranceofoliveoil.Consumerawarenessofoliveoilisstillstuckinthebeautyandskincarelevel,donotdeveloplong-termeatinghabits,oliveoiltothousandsofhouseholdsintothekitchen,thereisstillalongwaytogo,walkingisdifficult.IftheAbrandofoliveoi
7、lmustfacetheenormouspressureoftraditionaledibleoilandedibleoilmarket,fromthetraditional"share",thenwiththesameindustrycompetitionismoreoliveoilcanbereferredtoascruel,daretoconfrontthegreatestdanger.AbrandintoChina'soliveoilmarketisnottheearliest,somanyotheroverseasol
8、iveoilbrandshave"carvedup"theChineseoliveoilmarket.Accordingtoalargenumberofstudiesontheindustry,thecompetitionamongthebrandsisbeco
