Concrete ' cold black and white films only a composition? farmer Sean really sweet? robust pure water of all competitors can do 27 bed filter? this article finishing a band-aid, shufu Jia, brain Platinum, robust, farmer, mountain spring, arawana, mining, Huiyuan, ten products in the marketing aspects of the case, concluded that the top ten marketing communication concepts, these seemingly simple and outdated but miracle marketing concepts that everyone in the spell of physical (such as channel contention, price war, promotional campaign, etc.) at the moment, these should not be ignored but being all ignore the combination of the classic cases should be on China's marketing people some profound inspiration, new century of marketers are again thinking. First, the concrete ' — for the treatment of colds, black and white in 1995, the concrete ' listing only 180 days sales breakthrough 1.6 billion, in a crowded market segmentation of cold medicine for 15% of the share, reached the top of the industry's position as the second brand, in China, marketing communication, has been called a miracle in the history, this phenomenon is known as the concrete ' shock, in the marketing sector produced strong impact. Generally speaking, the homogenization of the market, it is difficult to discover the unique selling proposition (USP). Cold medicine market similar drugs, emerging market is highly homogeneous State, but regardless, Western medicines, are difficult to make a substantial breakthrough. Release capsules, lizhu, sanjiu, guru with a strong advertising campaign before their occupation of a site, and the strength of the gaitian is not very strong pharmaceutical companies, even in just half a year to catch up from behind, the key lies in its innovative product concepts. Band-aid is a wonderful idea. It seems simple, just put the cold medicine into white and black pieces, and the cold of sedative chlorpheniramine tablets in black, the other nothing; it is not simple, it not only in the brand's appearance and competitive brand formation considerably, but more importantly it and consumer lifestyle, reached raises strong communication effectiveness of legend. The advertising company with the help of concrete ' identified simply concise advertising slogan: for a cold, black and white, all the core message of the advertisement is served during the day, not sleepy white tablets; evening dress black piece, slept. Product name and advertising information communicated in a clear product concept. Second, the better — and ousted shufu to quote toilet SOAP market in March 1992, shufu better to enter the Chinese market, and as early as 1986 to enter the Chinese market of Guinness has firmly occupy soaps market, but soft on Jia metazoan in just a few years, forcefully put Guinness from SOAP Overlord throne la down, according to 2001 data, shufu Jia 41.95% market share, compared to the second of Guinness has 14 percentage points. Natural soft on better success with many factors, but the key point is that it found a new and accurate concept except bacteria. In China people just starting to use SOAP, shufu Jia began which lasted for more than 10 years of education, to Chinese hand really clean — visible dirt washed caught, invisible bacteria you off? in soft on better marketing communication, in addition to the concept of axis, demands effective removing bacteria protect family and play football in advertising through the crowded train, carrying, gas scene tell you life will infect many bacteria, and then use the magnifying glass of bacteria to frighten you jump. then, good through the inclusion of soft on Antimicrobial constituents di Po-skin rational appeal and experiments to prove that the poor can make you soft hand wash, and also by the Chinese Medical Association validation enhances brand trust. 3. brain Platinum — calling up China gift market in China, if not mentioned this year celebrate who accept gifts, either a everyone trying to say with you requite them only accept cerebral Platinum. brain Platinum has become China's first gift market. Sleep problems has been plagued by the problems in older people, for insomnia and sleep deprivation of people everywhere. Information and statistics, Taiwan at least 70% of women there is lack of sleep, 90% of the old often sleep well, sleep market so large. The function of brain Platinum. However, in the heart and the blood, K carrying three oral solution to bring the concept to create unclogging nutraceutical market peak, health products industry reputation fall into the abyss, brain Platinum rely solely on a sleep concept is not likely to rise rapidly.
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