Brand Marketing
“Fierce Mountain Spring”: An Analysis of Nongfu Spring's Three Major Battles for Bottled Water Supremacy!
Nongfu Spring, the leading brand in the bottled water market. Nielsen data shows that in 2017, Nongfu Spring ranked first in bottled water market share. So, how did Nongfu Spring gradually ascend to the leadership position in bottled water? Looking back 22 years, the process from Nongfu Spring's inception to its dominance in the bottled water market can be divided into four stages: First, from 1996 to 1997, the guerrilla warfare stage; during this stage, Nongfu Spring went from nothing, from building factories to building the brand, entering through the marginal 4L bottled water segment, mainly attacking the East China market; Second, 1998-1...
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