多品牌策略下的品牌競⾷效應 – 以台灣⼝⾹糖廠商留蘭⾹為例

Abstract

企業在追求成長與擴張時常採取「多品牌策略」，透過在相似產品類別中同時經營兩個（含）以上獨立而相互競爭的品牌，藉由品牌的獨特定位和差異化，吸引並滿足不同目標市場區隔之消費者的多元化需求和動機，提升總體營收和市佔率。 但是倘若品牌間的品牌定位和市場區隔不明確、產品屬性的相似性和替代性高，非但沒有搶佔競爭對手的既有消費者、吸引其他潛在消費者或產生綜效，反而導致同品牌的產品間或同企業的品牌間互相競爭、蠶食，瓜分既有產品和品牌的銷量、銷貨收入和市場佔有率，即稱作「競食效應」。 本研究以台灣口香糖產業的領導廠商留蘭香旗下的三大口香糖品牌Airwaves、Extra和青箭為例，探討在其多品牌策略的執行下，品牌間是否互相產生品牌競食效應。說明企業應了解消費者的使用情境和動機、建立清楚的品牌定位和產品訴求，以滿足不同市場區隔的多元化需求，透過品類管理衡量最合適的產品組合，降低競食效應對企業本身的負面影響。

In the pursuit of growth and expansion, enterprises usually adopt the “Multi-Brand Strategy” by simultaneously operating two (or more) independent and competing brands in similar product categories. Through the unique positioning and differentiation of brands, enterprises attract and meet diversified needs and motivations of consumers in the target market segment in order to increase overall sales revenue and market share. However, if the brand positioning and market segmentation between brands are not clear, or the similarity and substitution of product attributes are high, the brand not only do not seize the existing consumers of competitors, attract other potential consumers or generate synergy, but lead to competition between products of the same brand or brands of the same company resulting in reduction in sales volume, sales revenue, or market share of existing brands or products, which is called the 'Cannibalization Effect'. This thesis takes the three major gum brands Airwaves, Extra and Doublemint of the leading manufacturers of Taiwanese chewing gum industry, Wrigley, as an example to explore whether brands have a mutual cannibalization effect under the implementation of their multi-brand strategy. It indicates enterprises should understand consumers' usage scenarios and motivations, establish clear brand positioning and product appeals to meet the diversified needs of different market segments, and measure the most appropriate product mix through category management in order to reduce the negative cannibalization effect on the enterprise itself.