文书招聘：Bulla Family Dairy的预购销售策略
Bulla Family Dairy是一家澳大利亚公司，成立于1910年，由三个澳大利亚家庭共同经营，历经六代人。它完全是一家澳大利亚公司，没有外国资金或进口。此外，它是澳大利亚最大的家族企业。布拉以其个人经营的农场生产产品而闻名。Bulla的运营地点在Colac。Colac位于维多利亚西区，以肥沃的土壤和自然丰富的地理位置而闻名。Bulla从Colac网站获得优质牛奶和其他乳制品原料。Bulla有四个制造厂，两个在Colac，分别在Mulgrave和Dandenong South (Bulla Family Dairy-官方网站)。奶油、酸奶油、奶油芝士、冰淇淋和酸奶构成了Bulla家庭乳制品令人兴奋的产品系列。Bulla Family Dairy是澳大利亚历史最悠久、最受欢迎的乳制品品牌。被誉为澳大利亚超市冰淇淋销售第一品牌。
Bulla的优势在于，它是一个家庭品牌，当今天的年轻人的祖先过去购买乳制品时，它还在销售产品。许多家庭使用Bulla的产品超过50年甚至更久。这让澳大利亚人对该品牌产生了信任。家庭产品在购买前阶段起着非常重要的作用。如果你从出生开始就有某种产品，尤其是一种可食用的产品，你的味蕾就会对这种产品上瘾。除非公司降低食品的质量、味道或新鲜度，或者将价格提高到无法承受的水平，否则很难改变这种消费者。
在上述策略和其他几项努力的帮助下，Bulla正在努力建立一个更具建设性的消费者群体，从而成为其他消费者的参考来源。一旦一个零售商获得了顾客的忠诚，它的顾客就扮演了这个特定零售商的形象大使。
预购是一个非常重要的阶段，在购物地图上的任何项目和消费者对特定零售商的吸引力。在完成购买前的活动后，消费者几乎被选定的零售商说服购买所需的产品(Gardial et al, 1994)。特别是在这个电子资源和企业竞争激烈的时代，预购对零售商需求的增减起着至关重要的作用。Bulla Family Dairy完全理解这一阶段在购物中的重要性，并在市场上发挥了足够的作用，将更多的客户与之捆绑在一起。通过Dollop、free give away、social media的推广等策略，Bulla在澳洲越来越受欢迎，成为乳制品市场最受信赖的品牌。
文书招聘 ：Bulla Family Dairy的预购销售策略
Bulla Family Dairy is an Australia based company which was established in 1910 by three Australian families and run by them since six generations. It is purely Australian company with no foreign funding or import. Moreover, it is the largest company among family owned companies in Australia. Bulla is known for creating products out of their personally operated farms. The operation site of Bulla is in Colac. Colac is located in Victoria’s western district and is known for fertile soil and naturally rich location. Bulla gets premium quality milk and other dairy raw materials from Colac site. Bulla has four manufacturing plants, two in Colac and each in Mulgrave and Dandenong South (Bulla Family Dairy- official website). Cream, sour cream, cream cheese, ice creams and yogurts make the exciting product range of Bulla Family Dairy. Bulla Family Dairy is yet oldest and most popular dairy brand in Australia. It is known as the top ice cream selling brand in supermarkets of Australia.
Bulla has a benefit of being families’ brand as it is selling products when forefathers of today’s youth used to buy dairy products. Many families are using Bulla’s products over 50 and more years. This has created trust on the brand among people of Australia. Family products act as a very strong element in pre-purchase phase. If you are having a product since you were born, especially an edible product, your taste-buds are addicted to this particular product. Deviating such consumer is very difficult unless company degrades the quality, taste or freshness of food, or increases the prices to unaffordable scale.
With the help of above strategies along with several other efforts, Bulla is trying to achieve a more constructive group of consumers who will consequently become referencing source for other consumers. Once a retailer gains customer loyalty, its customers play the role of ambassador for that particular retailer.
Pre-purchase is a very important phase in shopping map of any item and consumer attractiveness towards a particular retailer. After completing the pre-purchase activity a consumer is almost convinced to buy the required product by the selected retailer (Gardial et al, 1994). Especially in this era of e-resources and drastic competition among companies, pre-purchase play vital role in increase or decrease of retailer demand. Bulla Family Dairy completely understands the importance of this phase in shopping and playing adequate role in market to bind more customers with it. With the strategies like Dollop, free give away, social media promotions and other above mentioned strategies, Bulla is gaining more popularity among Australians and becoming most trusted brand in the market of dairy products.
