Paradox of marketing and the markets Art of War - a certain brand of night Granule Planning Case.docVIP

 PAGE \* MERGEFORMAT 9 ‘Paradox of marketing’ and the market’s Art of War - a certain brand of night Granule Planning Case In 2002, I chaired a certain brand of night Granule listing planning work. I took over the product of the night Granule is a proprietary Chinese medicine to improve sleep, these products are generally a day of taking the method of 2 - 3 times. In the sleep market is ‘Melatonin’ products such as expansion of the many competing products are eagerly desire Stock Watch. As a traditional Chinese medicine, how to thrust, to win a market share of their own? After careful planning, the brand-name pharmaceuticals in some areas has already begun sales, the market reaction to hot. After analysis, the greatest success of the plan is that clever use of the ‘paradox of marketing’, solve the paradox, they naturally reached the hearts and minds to the realm of the Art of War. ‘Paradox’ is a logic to the notion that the argument for a certain, if we think it is correct, then be able to derive ‘It is wrong’ conclusions; on the contrary, if we think it is wrong, you can derive ‘it right’ conclusions. The most famous example is the paradox of ‘the story of crocodiles and monkeys’ and European mythology, the ‘Witch of the subject’. In the early planning, the author organizers conducted a nationwide consumer survey, consumers are first of several major concerns about the psychological depths of the following announcement, and we shared. 1, why it was generally a huge demand for the products that the market has so far not formed the leading brand? 2, a mysterious way, the ‘mechanism of innovation and send’ Why then is difficult to obtain sensational effect? 3, on the night Granule this product is an important new concept hype or clever to find the potential demand and consumer demand for links between the points is more important? 4, in the homogenization of the night Granule products, how to form unique, and that this uniqueness has a natural link with th