“王加”销售业绩差距原因探析及建言

Analysis of Reasons of “Wang&Jia” Sales Gap and Suggestions

自加多宝与广药因王老吉商标案决裂以来,双方的斗法大战俨然已演变为更激烈的营销对抗。这是一场空前的商业大战,虽然时间过去不过一年,但双方的营销对抗,胜负似乎已明确,加多宝凉茶高达200亿的年销售业绩与王老吉凉茶不及对方1/5的年销售业绩,已说明了差距。现就双方销售业绩差距及原因进行了分析,指出存在的问题,并针对问题提出相应的对策方案。

Since the lawsuit on brand ownership between the famous herbal tea brand ＂Jiaduobao＂ and ＂Wanglaoji＂ of Guangzhou Pharmaceutical Firm, their fighting had been becoming a more fierce marketing competition. It was an unparalleled business competition although just one year past. However, the results was quite obvious. The yearly sales amount of Jiaduobao, high up to 20 million and that of Wanglaoji, less than 1/5 of its competitor, had vividly emerged the big gap. The sales gap of both sides and its reasons was analyzed and pointed out the existing problems and put forward relevant solutions.