product brand
Category and composition
Brand core attraction
target market
market promotion
channel selection
Advertising performance
Packaging price
MENGNIU
Fruits and vegetables yoghourt
Fruit juice+vegetable juice+milk
Carrots and tomatoes are mixed with strawberries, kiwis and pineapples to form three different flavors of fruit and vegetable yogurt.
Stereotactic nutrition
Trend health
national
18-35 years old young, fashionable and health-seeking group
Television advertisements (central and local TV stations), her and Fei Hailun's celebrity endorsements, online advertisements (QQ joint marketing), entertainment marketing (achieving music dreams) and other three-dimensional communication.
International KA, small and medium-sized supermarkets, convenience stores and grocery stores
New combination, more nutritious
Ups and downs, I'm in charge.
200 ml
Tetra pak
2.5 yuan/Bao
Becky (female name)
Wild vegetable juice
Carrot, vegetable juice and fruit and vegetable juice drinks
Healthy drink
Wild vegetable series
Fujian and Guangzhou
Children aged 5-65 438+05
Fashion white-collar workers and their families aged 25-45 who pursue nutrition and health.
Television advertising (Southern TV and other local TV stations), bus advertising, network hype.
Small and medium-sized supermarkets, convenience stores, grocery stores and restaurants.
Balance your health!
-Posters
Drink wild vegetables and find Becky!
-Family
What if the child doesn't eat vegetables, Becky potherb!
-Kid
Shizu game Beiqi potherb juice
-Youth TV advertising language
Positron emission computed tomography (positron emission computed tomography)
450ML 3.5 yuan/bottle
930ML 7 yuan/bottle
Huierkang
Particle strength
1, Four Seasons Series Grain Concentrated Pulp
Coix seed lotus root
Mung bean thick pulp
Oat thick pulp
Red bean thick paste
Corn pumpkin thick pulp
2. Sugar-free series concentrated cereal pulp
Buckwheat thick pulp
Raw slurry
Nutrition and healthy breakfast
Natural grain surface
Fujian and Zhejiang are the main national markets.
Children aged 5-65 438+05
/kloc-adolescents aged 0/5-25
Families aged 25-45
TV advertising, terminal promotion, bus advertising, campus integration promotion (sponsored by primary school students and college students, jointly promoting the title), dealers plus points.
Small and medium-sized supermarkets KA, convenience stores, grocery stores,
Natural nutrition, balanced health!
-Poster packaging (early stage)
The power of grain from the earth!
-tetra pak (later)
Encourage breakfast, eat whole grains for breakfast! -Newspapers and other propaganda slogans.
250 ml
Tetra pak
1.9-2.2 yuan/Bao
Smarter
Recreation farm
Walnut dew vegetable protein beverage, corn dew beverage, corn milk, corn syrup.
China's Concept of Leisure and Nature
Guangdong
Business life and fashion white-collar workers aged 25-45
Catering terminal promotion
Food and drink
Health and leisure return to nature
248ml, 500ml roof bag
10-20 yuan/Bao
Hand in hand
Carrot orange juice, pumpkin juice, apple juice, etc.
100% fruit and vegetable juice
Fruit and vegetable nutrition expert
Mainly in the northern market.
Her endorsement, sponsorship, public welfare activities, terminal promotion.
Catering, KA
Breakfast should be nutritious and drink fruits and vegetables hand in hand.
Three-piece canned food 320ML
3.7-4.0 yuan/can
Tetra Pak 1000 ml
9.5- 1 1.5 yuan/bag
have
Farmer Ricardo Roberto Barreto da Rocha de
Mixed fruit and vegetable juice
Medium concentration mixed fruit and vegetable juice beverage
National market
National TV advertising and terminal promotion
International KA, small and medium-sized supermarkets, convenience stores and grocery stores
Farmer's orchard, shake it before drinking.
plastic bottle
380ML3.4 yuan/bottle
1.5L*2 bottles of 9.9 yuan (promotional price)
Wahaha
Nutrition express
(Heller c)
Mixed fruit milk juice
(low concentration juice+milk)
Fashion and nutrition
national
Young people and white-collar women who pursue fashion and health
National TV advertising, network joint marketing, terminal system promotion
Full underwriting
Internet cafe/bar
Quench thirst, nourish and refresh yourself for a summer.
A bottle for breakfast will refresh you all morning.
plastic bottle
500 ml
3.5-4.5 yuan/bottle
unify
Xianchengduo
(tomato juice)
Low concentration juice
Healthy and beautiful.
national
Young and fashionable women
Celebrity endorsement: Zhou Xun; Systematic marketing and channel construction
Full underwriting
Unified fresh orange is more C and more beautiful.
There are many oranges every year, and every family is happy.
Positron emission computed tomography (positron emission computed tomography)
380 ml
2.5-3.5 yuan/bottle
Huiyuan
Xian Zhen orange
One hundred percent pure juice
Fresh and delicious
national
National TV advertising and Yolanda endorsement promote Huiyuan 100% healthy breakfast plan.
International KA, small and medium-sized supermarkets, catering
Drink Huiyuan juice and take a healthy road. Huiyuan is really a fresh orange, fresh and delicious. Drink Huiyuan early in prime time.
Tetra pak, pet.
500 ml
3.3 yuan/bottle
Keguomei
High-end 100% fruit and vegetable beverage
Delicious fruit, bodybuilding
Healthy life partner
First-and second-tier cities such as East China and South China
Large-scale vivid display of TV advertisements and terminals
International KA, small and medium-sized supermarkets and high-end convenience stores
Natural taste, enjoy it.
Give you a hundred percent smile.
PET packaging 200ML, 280ML, 900ML, 1000ML.
Li Ziyuan
Corn juice
Gold food in miscellaneous grains
Mainly in Zhejiang.
Young white-collar workers
Terminal promotion, small-scale TV advertising, dealer sales support
Shangchaoka, catering
A balanced diet is healthy.
Natural nutrition and vitality.
Three-piece cans, Tetra Pak packaging
340 ml
3.5 yuan/jar
Shangshufang
100% fruit and vegetable juice
Pure natural, no additives.
Chongqing
Young white-collar and business people
Outdoor advertising and activity promotion
Maternal and infant channel, supermarket
Listen every day to benefit the mother and raise the baby.
Fully supplement the nutrition needed by mother and baby,
Take the first step towards baby health.
three piece can
248 ml
5.9 yuan/