World marketing comments (http://mkt.) " Wanglaoji "brand to regain a new life and detonated herbal tea market, jiaduobao is the most important scenes pushing hands, has been focus on pharmaceutical production of wanglaoji pharmaceutical is deeply worrying. In order to strengthen its influence, in March 2004, Guangzhou Guangzhou pharmaceutical co., Ltd. changed its name to "Guangzhou wanglaoji pharmaceutical co., Ltd.". Guangzhou pharmaceutical corporation when very glad they rented to Hung-Road before the Group's trademark is limited to the "red dress", which can make wanglaoji pharmaceutical to adopt "green" Tetra Pack once again share wanglaoji revival. "Red light" tank, 2004 launch of the Green Tetra "wanglaoji" sales income reached 80 million Yuan, and the "red tank" is 15 billion, the gap between the very obvious.
"Red" and "green" wanglaoji, "but not": "dramatic art" competition inevitable.
Jiaduobao compromise
For most consumers, 310 ml Pack red cans and 250 ml Pack green "Tetra Pak" no Lo Kat essential differences, the same trademark, the same taste. But compare their ads, we can find a little different: "red tank" — "fear chill out drink wanglaoji"; "green bag" – "there are boxed" wanglaoji — obviously the "green bag" (see below) is like stepping on the predecessors "red tank" shoulder gain market acceptance.
"Red tank" seemingly accidental front runner, in fact have shown tremendous jiaduobao behind efforts, from brand planning to marketing, jiaduobao invest a lot of effort and money to develop herbal tea market. As the Marketing Director wanglaoji pharmaceutical heqing also objectively stated: "the marketing jiaduobao, has led the development of Guangzhou wanglaoji pharmaceutical and throughout Guangdong herbal tea industry development. They spent ten years doing wanglaoji canned beverages, this stick is meaningful. ”
On the one hand, is a herbal tea jiaduobao open market and rejuvenation "wanglaoji" brand, to catch the wanglaoji pharmaceutical herbal tea industry growth of rideshare, grows his own; on the other hand, the market too jiaduobao high-profile marketing strategy, "authentic" wanglaoji has a sense of "distracting".
A bit of a subordinate enterprises of Guangzhou Pharmaceutical Corporation, said the cadres jiaduobao wanglaoji "brand", the other to the Group's former leader. It is understood that, because of bribery was sentenced to life imprisonment of Guangzhou pharmaceutical Group Vice President and General Manager Li yimin, Guangzhou Pharmaceutical Corporation and Hong Kong-Hong Road (Group) co., Ltd. signed "wanglaoji" trademark license agreement, the use of its position, and has three times received the Hong Kong Hung Road (Group) co., Ltd. hk of bribes sent a total of $ 3 million.
A bit of Guangzhou Pharmaceutical Corporation staff blog wrote: "the original Li yimin, bribery, and signed a rental contract wanglaoji trademark, should such contracts should not cancel? but if wanglaoji brand management for Hong Kong people, are also now wanglaoji herbal tea every year tens of million of sales?"
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