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2002年中国十大营销案例“更娇丽橙色人”传播活动在品牌形象老化.产品形象老化.竞争突然加剧的不利局面下.正一堂为更娇丽减肥茶重新规划传播形象.提炼产品识别.建立品牌个性识别角色—“更娇丽橙色人”.在可替代产品领域建立了不可替代的品牌形象.扭转了销售下滑的颓势.在其他减肥茶节节衰退的大形势下.保持良好的增长势头.在减肥品领域重新确立了领先者的地位。挑战 (1).2001年减肥胶囊(含减肥药)强大的市场造势运动.促使相当大的减肥游离人群和有着较高收入水平的.追求快速方便减肥的消费者.加入其阵营:另外减肥胶囊(含减肥药)的大力度行销推广更是加速了市场的分化。这种分化直接削弱了减肥茶的市场销
In 2002, China’s top ten marketing cases, “more beautiful orange people” communication activities in the brand image of aging.Aging of the product image.Under the conditions of a sudden increase in competition, is a more vivid weight loss tea to re-plan the dissemination of images. Refined product identification. The establishment of the brand personality recognition role - “more beautiful Orange.” In the alternative products to establish an irreplaceable brand image. Reverse the declining sales decline in the rest of the weight loss tea in the general situation of decline. To maintain good growth Momentum in the field of weight-loss products to re-establish the status of a leader. Challenge (1) 2001 slimming capsules (including diet pills) strong market campaign to promote considerable weight-loss free population and have a higher income level. The pursuit of quick and easy weight loss consumers. Join the camp: another slimming capsule (Including diet pills) efforts to promote more marketing is accelerating the market differentiation. This differentiation directly undermines the market for slimming tea