Ten well-known brand concept Marketing Insider

Concrete ' cold black and white films only a component?

Farmer Sean really sweet?

Robust pure water of all competitors can do 27 layer filtering?

In this article, the 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marketing aspects of the case, concluded that the top ten marketing communication concepts, these seemingly simple and outdated but miracle marketing concepts that everyone in the spell of physical (such as channel contention, price war, promotional campaign, etc.)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.