王老吉案例.ppt
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- 上传时间:2023-11-04
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- 页数:12
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王老吉案例.ppt
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第一季度工作报告,LOGO,AMarketingplanaboutWangLaoji关于王老吉的营销方案,TEAMMEMBERS,AMarketingplanaboutWangLaoji关于王老吉的营销方案,产品简介ProductIntroduction,LOGO,DUOJIABAOgroupisaHongKongbasedbasethelargeprofessionalbeverageproductionandsalesenterprise.Atpresent,itsproductsincludemuchredcanned,bottledauthenticcoolteaandkunlunmountainspringwater.WANGLAOJIauthenticcoolteaisfoundedintheclearlightyears,hasbeen180yearsofhistory,knownasthefatherofcooltea.WANGLAOJIauthenticcoolteaproducedmuchforitspreventionofpathogenicfireandthecharacteristicsoftheroleofnaturalhealthmoreandmoregettheconsumersrecongnition.,4,完成情况,Lookingtothefuture,thedrinksindustryunlimitedbusinessopportunities,butalsofullofchallenge,wehopethatwecanthroughmuchoftheprofessionalteamwithefforts,withthesupportofpartners,willthiscontainsnationalculturecharacteristicsofproducts,coveredthenation,totheworld,tocreateaworld-classChinesebrand,PromotethetraditionalChinesematerialculturetogainnew.,11/4/2023,行业分析-竞争结构Industryanalysis-competitionstructure,潜在进入者Potentialentrants行业竞争者Industrycompetitors替代产品Alternativeproduct,11/4/2023,市场定位Marketpositioning,产品或服务的定位ProductorserviceorientationThefirstfewyearsWangLaoJimarketpositionisnotclear,theydontknowwhatbelongtowhattypeofbeverage.Asacoolteadifficult,asadrinkthesametrouble.atthebeverageindustry,CocaCola,Pepsicola,asarepresentativeofthecarbonateddrinks,KangShifu,asarepresentativeoftheteadrink,fruitjuicedrinksishardtoshakeinthemarketleader.SoWangLaoJihadtousecoolteabeveragestopositionyourself.,11/4/2023,产品包装Productpackaging,WangLaojiwasfirstintroducedinredcans,thenloadingthepapertrayandbottledproduct.WangLaoJIclearmarketpositioning,Inordertobecomealeaderinherbalteadrink,wolaojihasdonethefollowingthings1,Redlookcanhaveastrongvisualeffect,istoresonatewithconsumers,encourageconsumerstobuy2,canenhancethebrandimage,makeWangLaojiinthedazzlingarrayofproductintroductionandremoval;3,Constantinnovationintheproductpackagingtoenhanceenterprisecompetitivestrength;,11/4/2023,促销策略Promotionstrategy,WangLaoJIfromdrinkingRedtanknotonlyputfirepreventionandcanreassureconsumersenjoylife.,11/4/2023,促销策略Promotionstrategy,Tobetterevokeconsumersdemand,TVadvertisingusingconsumersthinkmostlikelytoputfirefivescenesofeverydaylife:
eatinghotpot,andwatchallnight,eatingfriedfoodschips,barbecueandsummersunbathing,peoplehappyinthepicturetoenjoytheseactivitiesatthesametime,WangLaoJIhavedrunkredtank.Combiningstylish,dynamicadvertisingsongrepeatedlychantedbenotafraid,enjoylife,afraidtoputfire,drinkingWangLaoJI,whenpromptedconsumerstoeathotpot,barbecue,naturallythinkofWangLaojiredtank,therebycontributingtoapurchase.,11/4/2023,11,分述,促销策略Promotionstrategy,Tocreateanewcategoryisalwaysthefirstchoiceofbrandpositioning.Ifyouwanttoselectforthemselvesandstrongopponentsofdifferentbrands,theiradvertising,aslongasanewcategorytoconveyinformation,theeffectisoftenamazing.RedWangLaoJIwasthefirsttoputfirepreventionofthebeveragemarket,throughwhichconsumersknowandacceptthenewdrink,redWangLaojiwilleventuallybecomerepresentativeofherbalmaterial,naturalmaximumbenefits.,12,Thankforyourwaching,
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