Brand Focus- awareness and purchase a bridge between the rate of - Renhe to Rickettsia Advertising Communication Strategy Comments.docVIP

 PAGE \* MERGEFORMAT 6 Brand Focus: awareness and purchase a bridge between the rate of - Renhe to Rickettsia Advertising Communication Strategy Comments ‘Cold, influenza, no big deal, benevolent and Rickettsia. ‘For weeks, Chen Tao-ming endorsement of benevolence and Rickettsia running ads on the CCTV intensity is not small, it seems Renhe is spending huge sums to build the brand of cold medicine. The ad itself, from creative to production and delivery frequency and so on should be sufficient to achieve the communication effect, but the question is, can Rickettsia this cold medicine brands of its own strategic focus is not clear that consumers, after reading This ad film and can not get enough reasons to buy the ultimate easy to fall into the purchase rate does not have a well-known situation. Misunderstanding of companies to meet the needs of the project, when a brand, they usually go to study consumer demand. Study consumer, and not wrong, but the question is, if out of the competitive environment to study consumer demand, it is easy to fall into the mistake of being on the market. Bank of the Philippine Sea King was initially through market research, that consumers want to be able to quickly treat a cold, so will be brand positioning into a ‘fast’, but ‘soon’ is what kind of concept? How kind of be considered fast? ‘Fast’ itself is a relative concept, Contac 12-hour sustained bear fruit is a kind of fast; Tylenol is also a quick 30 minutes and bear fruit. The Silver Sea King Philip could not get a precise definition of ‘fast’ and, ultimately, cold medicine market can only lag behind other brands. Renhe to Rickettsia now with exactly the same as the original silver was the Philippines. If you hate cold because consumers are more afraid of influenza, it will be brand positioning in the treatment of influenza; then, in the consumer awareness, the new Contac, Tylenol, white with black, a sense of health and so on can be treatment of influenza, and why consumer