英语论文 Improving the Brand Awareness of LOTTE XYLITOL Sugarfree Gum with Creative Promotions.docVIP

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英语论文 Improving the Brand Awareness of LOTTE XYLITOL Sugarfree Gum with Creative Promotions.doc

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Improving the Brand Awareness of LOTTE XYLITOL Sugarfree Gum with Creative Promotions Submitted by Zhang Hongjuan Student ID number W2004B1001B0193 Supervised by Wu Ligao A thesis submitted in fulfillment of the requirements of the degree of Bachelor of Arts The Institute of Online Education Beijing Foreign Studies University Final Version 论文摘要乐天（中国）食品有限公司主要从事糕点、糖果、儿童食品、饮料的开发、生产和销售。从建立至今，始终以的技术、的原料、的设备为出发点，向品质第一的目标奋进糖醇无糖口香糖糖醇无糖口香糖益达木糖醇无糖口香糖’s mainly promoted product to compete in the market which has a great potential for development. EXTRA is the leading one in the market of sugarfree gum in terms of market share and brand awareness, and it is expending its market share rapidly. The fiercer competition forces LOTTE to immediately take creative and effective ways to promote its brand awareness and compete in the market. This BA degree paper presents a detailed report of a project implemented to solve the problem that LOTTE XYLITOL sugarfree gum is having lower brand awareness comparing with its competitors in Beijing. It is hypothesized that if we conduct a creative promotion by forming strategic business alliance with Disney (China) to package LOTTE XYLITOL sugarfree gum with creative Disney cartoon characters, and improving promotion girls’ competencies, their selling skills and product knowledge, then we can improve LOTTE XYLITOL’s brand awareness in Beijing. So an eight-week promotion project was launched to print favorite Disney cartoon characters on the outside of the products’ packaging bottles, promote the products in the four popular supermarkets in Beijing and improve promotion girls’ competencies. Scientific research methods of customer survey, such as face-to-face interview, questionnaires, brainstorming and SWOT analysis were used in the identification and analysis of the problems. Activity flow chart with time scale, project framework and project progressive checklist were used to monitor the project implementation. With the endeavor of all our