Super Girl brands into two debilitating Achilles heel.docVIP

 PAGE \* MERGEFORMAT 10 ‘Super Girl’ brands into two debilitating Achilles heel 2006 ‘Super Girl’ has a quiet close, consumers do not reproduce in 2005 with the fanatical frenzy, nor did the overwhelming ratings, statistics and to promote, not to mention the relevant stakeholders, disclosure of net income growth and prediction. 2007 super woman stops (the organizers said) announced the program into the history of Super Girl. Stir up a crazy shot on the program, a miracle created a number of marketing planning, a sensation in the marketing profession in the classic, to much haste, to much haste. From a marketing point of view, Super Girl is undoubtedly a huge success; from a business point of view, Super Girl is a miracle; but from the brand point of view, Super Girl is a major failure. In addition to a very short period of time through a powerful integrated marketing tool to create amazing brand reputation, in addition to being used as tools to Mengniu, Hunan Satellite TV, made the wedding dress, the Super Girl did not leave anything in the market, reputation degree of lack of loyalty out of the question. Super Girl is not so much an operational success, more like speculation success. A major Achilles heel: Excessive marketing resources to bring the brand overdraft The success of Super Girl in 2005 lies in the successful integration of marketing and planning people to do the best ultra-chain on the women show all aspects of highly integrated together and integrate all media and tools to enable super-woman show rapid fame. Yue-ying will losses, extremes meet. Appropriate marketing is the best marketing, excessive price war brought about the growth of market share may also bring about a loss of business and industry competitiveness decline; over-end battle is definitely the last laugh, rather than business enterprises; super woman too hot marketing let China in 2005, but also hot in the world, but also indicates that from the beginning of its decline. Consu