浙江某食品有限公司出品的“B”果奶(化名)自1999年初投放市场以来,以其独特的包装和优秀的品质保证,在没有促销辅助下,火爆市场,取得了骄人的业绩。产品两度在全国市场供不应求,惹得行业大哥大等一些著名品牌厂家一阵紧张,纷纷寻找应对之策,并因此引发了1999年国内市场的果奶大战。然而,不过半年,“B”果奶除了仅能在东北、华北、西北市场占有一部分市场份额外,其余大部分市场均严重萎缩,产品大量滞销,且事态日益不妙,原因何在?笔者作为其某区域的销售经理,在此坦陈己见,与大家共同探讨。 Produced by a food company in Zhejiang Province “B ” fruit milk (a pseudonym) since the beginning of 1999 on the market, with its unique packaging and excellent quality assurance, without the aid of marketing, hot market, has made remarkable achievements . Product twice in the national market in short supply, prompting the industry Big Brother and some other famous brand manufacturers while nervous, have to find a solution, and thus triggered the 1999 domestic fruit milk battle. However, in the past six months, except for a portion of its market share in northeastern China, north China and northwestern markets, most of the remaining “Dumpling” milk products have suffered a serious downturn and their products have become increasingly unsalable. What are the reasons? As a sales manager in a certain area, frankly, I would like to discuss with you all.