Why Parmalat defeat in China

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Why Parmalat defeat in China?

Why Parmalat
defeat in China?

face of China's major dairy giant's rapid market fight, we had already forgotten the hard work in this fertile ground and swallowed their anger those who lost, due to the inability to adapt foreign milk, or custodian have Lama , making China seem to experience less dairy drinks, mobile phones and other industries that foreign brands majestic momentum and pressure. Therefore, it is necessary to analyze our foreign policy and the failure of China's milk of reasons to watch and do not forget to show warning Chinese dairy industry. Let us set our sights very proud Parmalat had it, in case of failure, he is the star of a classic case.

Parmalat Tianjin and Nanjing in China dairy industry has two joint ventures. Tianjin Parmalat Parmalat Dairy Co., Ltd. is a Farm Group and the Tianjin joint venture company established in 1995, the registered capital of $ 12,000,000, held by Parmalat shares of 70%, 30% in feet Shares; and Parmalat Nanjing was in 2001 a joint venture with Nanjing Dairy Group, and accounted for 65% stake in Parmalat. April 2003 because of huge losses Parmalat Parmalat helpless to Nanjing in Nanjing Dairy Group, hosted, Tianjin Parmalat although there may be waiting in the wings, but because the headquarters of Parmalat executives one after another out, and will not inject liquidity into the diehard Parmalat bound the fate of silence seems to disappear ingrained in people's minds. analysis of what was then

glorious moment in Europe of the Chinese strategy of Parmalat, we find from the product strategy, marketing strategy, personnel policy and even to every detail, he is doomed to failure, then some efforts and integration in the industry have become a

1. not the perfect product strategy is a major cause of subsequent defeat.

entered China 95 years from the beginning to the high quality of Parmalat milk Zimingqinggao, the main marketing positions are very high spending power of large and medium cities. And even a box of milk at every turn seventy-eight yuan more than ten dollars of milk, the people of the city is able to withstand in terms of things, the key is whether he could be willing to spend so much money to buy a carton of milk, or is the same Queen Mengniu product, the price disparities, so that people like you how but why? In addition to pride Parmalat cold outside, little advertising and other publicity to promote the way of a single, small efforts, making the high prices alone to sellers of Parmalat been lukewarm or even shelved. And even later to make up for losses and to promote the production of cheap milk, not only failed to promote the success, but because of the original high quality and high customer loyalty and loss of faith shaken.
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In contrast, in Europe the value of their products does not seem very high, the hearts of the people is a high-quality milk, which seems destined to operate in China, even if he is successful, history will be very long.

2. abysmal failure of the marketing strategy of making it look smooth songjang. Pa Boma sharp slide for any particular line in the margin of defeat in management in China? .

strategy now appears to have a lot of ridiculous, so that people doubt whether the international dairy giant was, but everything is really true.

A. Channels to promote coverage, expansion of consciousness is not strong. Blindly rely on large and super

store, buy positions on the high-end communities, shopping centers, airports and other channels,[link widoczny dla zalogowanych], not enough emphasis, not piecemeal development of the system, without adequate support and hard work, culminating in the marketing positions only difficult to get away surrounded by his opponent, facing the same competitive products bundled promotions, or difficult to show its advantages, the price is too high or can not avoid the Crux, or a high-quality people to trust is difficult to say, and he the voice of many products sold in the cries is so weak.

B. Marketing strategy is simple to the extreme. In Parmalat's , and later donated bundles of large-capacity high-capacity, it is no longer marketable to bulging, anyway, I was the representative of high-quality milk. Monotonous promotional strategies makes it premature marketing tool on the market reached the point of wits.

C. Do not see the marketing department at work, planning the promotion of ink is too light. Very

see less promotional creative, refined pop display boards, or sponsor certain events or public service activities. Parmalat make people feel high above in addition to price, other brand impression in the consumer's mind in a blank.

D. Simple plane strategy for television advertising is hardly wide

Parmalat reported strategy. The print ads rely on bits and pieces, but the location is not very significant; on television almost no investment, other means are also pitiful. This triumph in China, Mengniu, Yili, CCTV rampage, bombing TV has a contrast media strategy, so that they have been hosted that day, he Mengniu only one-tenth of sales, is not surprising.

allows consumers to actually feel the Parmalat products . But Parmalat, the advertising is virtually a

E. Market drop in the bucket is also a high-end products the cost of failure is a major barrier to promote

barriers, complicated approval before mattress barrier complex is a stumbling block.

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