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柏兰产品推出的2001年,整体市场的竞争应该说相当激烈。在整个化妆品类中,2000年1～5月份前10大产品中.防晒产品不在之内,而2001年同期,前10大产品中防晒产品的广告花费激增至1亿元。在这样一个背景下,柏兰在3个试点城市的调查中认知度均在90%以上的推广效果应该是令人满意的。其成功推广的3个支撑点是:1.一个赢得消费者的概念。“全效概念”建立在充分的市场调查上的,经消费者印证而确立的,获得消费者的
Boland products introduced in 2001, the overall market competition should be quite fierce. Among the top 10 cosmetic products from January to May 2000, the entire cosmetic category was not included in sunscreen products, while that of sunscreen products in the top 10 products surged to 100 million yuan in the same period of 2001. In such a context, it should be satisfactory for Boland to promote more than 90% of all the surveys in the three pilot cities. The three support points for its successful promotion are: 1. A concept of winning consumers. “Full effect concept ” built on the full market research, established by the consumer confirmation, access to consumers