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DELUXE VS Gold Code: Mengniu Dairy Erie competing high-end market strategy - DELUXE, Kim Code - Food by egfveg
Recommended hot : "Mengniu Milk Deluxe OMP cancer," the latest events
2005 Mengniu Dairy Introduced its high-end brand, "Deluxe", this opened the curtain of the domestic liquid milk product upgrades. As the old rivals Mengniu Erie Not to be outdone nature, then the "gold code" Milk The market response, and the "DELUXE" high-end consumer groups launched a battle. Now we step back and analyze the operation of two dairy giants of their respective offensive and defensive techniques and moves, there are many places we should sum up and learn.
Mengniu pre-emptive, DELUXE turned out to
Little to change the predicament of growing profits, while meeting the needs of some high-income groups, Mengniu Pure Milk Deluxe first test water to high-end liquid milk market. Elegant, noble Package Appearance, FCL sale terminals without removal of zero means, are refreshing, listed only two months, sales began to steadily rise. By the end of March 2006, a high-profile Deluxe OMP milk market, to increase the variety of ways to further strengthen and market segments. Since then, DELUXE surging, irresistible force, the media, exclaimed: Mengniu liquid milk to create a blue ocean!
Listed for DELUXE, Mengniu Dairy obviously carefully prepared, after all, products are not cheap, gotta give consumers a reason to sell it at high prices. Let us analyze how to create DELUXE Mengniu price support points.
High-end product, brand first . To make a smooth consumer acceptance DELUXE price must be raised to a height Deluxe brand, pre-empt the use of the consumer mindset formed on the brand, "noble," the first impression can reduce the consumption of natural are price sensitive. Mengniu body to get rid of thick " Super Girl Breath, "must focus on desalination and Mengniu Deluxe links, but can not give up the endorsement of Mengniu brand impact force, so the film in the ad did not mention the Mengniu Deluxe, only the text in the credits do sex tips, and product packaging in the front can not see any connection with Mengniu, only the side of the box leaving the bottom of Mengniu's identity. this aloof indeed commendable grasp of the degree.
"Not all milk and call DELUXE", which is listed on the initial ad Deluxe language, not only highlights the mysterious, confident and noble temperament, but also with other milk drawn a line for the DELUXE " nobility, "the stage for the brand positioning line.
, Of course, do milk Deluxe nobility, only the noble qualities still looks a little thin. Noble is a need for history and heritage, not the self-styled. Mengniu of course, aware of this issue, and a very artistic way to solve. "Gold Deluxe is the milk in the Mongolian meaning" phrase brand notes, first of all reminiscent DELUXE long history in Mongolia is not only a long time, but also the highest grade milk. Only a dozen words to describe the fascinating life experience Deluxe, people refused to accept not work. It is worth mentioning is the complete branded notes should be "DELUXE DELUXE in Mongolian in the English pronunciation, DELUXE a luxury, top-level meaning, meaning milk Deluxe is a gold medal."
By Mengniu careful packaging, the brand has been initially Deluxe conditions have become noble, and the remaining is how to exploit the material interests of the point of the product, after all, noble stranger to get the respect and recognition the fastest most direct way is to show off their wealth, who told what we are all laymen.
DELUXE is how to show off their wealth for?
Product's unique selling point: milk protein content over 3.3%, exceeding the national standard of 13.8%. Highlight their nutrients than the average in the product. Mengniu Pure Milk packaging in general Deluxe "3.3" were enlarged treatment, a move of pure milk produced on the common great destruction, attracting a large number of consumers concerned about the nutrition and health, boosting the initial listing sales. Mengniu then launched OMP "osteopontin" concept
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Article Source: http://www.earticlesonline.com/Article/DELUXE-VS-Gold-Code--Mengniu-Dairy-Erie-competing-high-end-market-strategy---DELUXE--Kim-Code---Food/909934