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Analysis of Food and Beverage Through CCTV Auction

01-05-2012 10:56 BJT

Hou Lifeng, Wu Feifei, Senior Account Manager

Advertising has always developed with the economy, and advertising on CCTV is the barometer of China's economic development. Even the tiny changes of domestic economic situation might influence the industries that participate in the CCTV advertising slot bidding.

In 2011, the beer industry developed well generally with sales volume increasing and gross margins rebounding; “clenbuterol” incident created a big stir in the meat product industry; food safety was put on the agenda and food enterprises were facing adjustments; rise in raw material prices led to the rising of cost and the falling of the profits of food enterprises; Ministry of Health released the circular banning the milk powder advertisements.... All these incidents and policies in 2011 had positive or negative influence on the development of the enterprises and even on the media placement. Here the customers of food and beverage industry are characterized by the segments and the highlights of them will be analyzed respectively.

Beverage industry developing in the diversified competition

The Jiaduobao Group (The JDB Group) has always made good use of sports marketing and it will never miss the Olympic killings in 2012. Its brand Wang Lo Kat will take advantage of London Olympic Games and make a strong sound to stimulate the heartbeat of customers. Wang Lo Kat together with the high-end mineral water brand Kunlun Mountain of the JDB Group almost has a full coverage of the whole year of 2012. The high-quality service and powerful advertising promotion plus strong distribution ability add a pair of wings for the brands to fly higher.


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