The analysis are as follows:
(A) different points.
1, target consumers of Retractable Banner Stand promotional appeals to different
Queen as a company with a long history of dairy companies, he has the advantage of entering the industry. That company has a wide range of social credit, have absolute authority in the minds of consumers. Retractable Banner Stand promotional appeals so he sought to fight for the broad masses of consumers. He usually demands of the Retractable Banner Stand promotional are joined with the topic of general public interest, which can be seen on a single from his Olympic publicity. Significant influence by one athlete endorsements, and bombardment of propaganda, to great effect in the short term.
Mengniu segmenting consumer strategy, this is the Retractable Banner Stand promotional strategy of the company has always adhered. Starting from Super girl, mengniu’s characterization of sour milk products for young people, particularly young women, as the majority of middle school students, college students and white-collar workers. That sour milk of mengniu and yili yogurt in competition for young consumers have made an absolute leader. Mengniu, of course the Retractable Banner Stand promotional positioning also gives your product a negative impact. This is probably the company of sour milk marketing planners did not realize, is that they have no intention of positioning the company into a highly feminine products, whether it is the name of the product “sour milk”, or he’s Retractable Banner Stand promotional slogan “sweet and sour was my”, embodies this characteristic. Making yogurt that had no meaning sex became gender-differentiated products, entertainment in cooperation with mengniu brand spokesman Han Zhang Yun of the Super girl and he is highly feminine image. Mengniu’s rival Queen named as yogurt to yoghurt, brand spokesman Yi, will pan, Liu Yifei, select match men and women, make yogurt a very neutral product. Expand your target consumers, but also weaken the concept of specific consumer needs. Pros and cons of the so-called choice at this point has been well reflected. continue reading…