玩转多品牌战略（Multi brand strategy）.docVIP

玩转多品牌战略（Multi brand strategy） LOREAL has nearly 500 brands, Procter Gamble has 300 brands, General Motors has 12 car brands, Electrolux has more than 50 brands. They focus on specific industries, using multiple brands in order to make a big business, so that competitors seamless drilling. Their own experiences, that multi brand strategy effectively and successfully. Coca Cola Co has 400 brands of non-alcoholic beverages in nearly 200 countries worldwide. Why do you have so many brands? The reason seems very simple: different people, at different times, places, and for different reasons, want to drink different drinks. Coincidentally, Unilever, Procter Gamble, LOREAL, general motors, Electrolux and other companies for the same reason, also adopted a multi brand strategy. Because of different people, in different time, place, situation will have different needs. How do these successful enterprises adopt multi brand strategy and why do they adopt multi brand strategy? What are the logic and methods behind this? Lets have a look. Different grades, different brands Do you know the baopo (BLANCPAIN)? According to its publicity materials, it is known as the last mechanical watch in the world, with 400 years history, and its products are sold worldwide. How expensive is it? The latest offer about 6000000 yuan watch Blancpain 1735. It is obvious that only a few people have the ability to possess it. You may also know that Swatch (SWATCH), a well known Swiss watch brand, is beautifully designed and avant-garde. Every year it continues to introduce a variety of classic design, for those who have sought after, even with collection value. However, you may not know is that Blancpain (BLANCPAIN) and Swatch (Swatch), and OMEGA, RADO, LOGINES, TISSOT, CK and so on more than 20 well-known watch brands, are in a company, Switzerland SMH group. Unlike fast consumer company, Procter Gamble and Unilever, the SMH does not seem to want the public to understand that. So, in all media, co