China Resources Snow Breweries- consistency Communication Strategy.docVIP

 PAGE \* MERGEFORMAT 5 China Resources Snow Breweries: consistency Communication Strategy Beer as a major category of one of the fast moving consumer goods, beer marketing, the homogenization of the phenomenon is widespread. In such circumstances, China Resources Snow Breweries series of dissemination of ‘Action’ is unique and rewarding. Reporter on the issue of advertising communication strategy an interview with China Resources Snow Breweries, marketing director of Mr. Hou Xiaohai. To convey a consistent message and brand positioning Reporter: Snow Beer’s core demands? How to measure the activities on the effects of brand communication? Hou Xiaohai: ‘Snow Beer’s core appeal is’ Changxiang growth’, for the consumer is 20 years old -35 years old young people in this age group, these people are in life’s prime-time, full of passion, proactive , dare to challenge themselves, know how to enjoy life, but they who have to bear a lot of pressure (a car, buy a house). We are targeting the emotional characteristics of this group brand planning activities to spread our brand connotation, advocate and encourage consumers to choose their own way of life - at work, career active efforts to dare to challenge, in the enjoyment of life should be active . All the activities and advertising around the center of a circle turn. ‘ We often rely on social hot events to spread the brand, the choice of the incident reference to the following points: 1. Look at this Gaobu Gao attention from the incident itself, can cause a high degree of attention; 2. To see if consistent with its own brand positioning coincide; 3. to assess their communication effectiveness, to design the optimal combination of running. For example, this year’s ‘Snow beer, Globe Trekker’, through ‘in the recruitment of volunteers across the country’, ‘in the’ Absolute Challenge ‘from the six finalists in the recruitment of volunteers, a’ trip to explore the growth of ‘image spokesmen’, ‘Start Yaruzampbo student