From Chhnang to SOFT - on the 7th of marketing astray.docVIP

 PAGE \* MERGEFORMAT 9 From ‘Chhnang’ to ‘SOFT’ - on the 7th of marketing astray 2007, the day of the market, there is a cause for concern, one outside the two brands: a seek peak of Chhnang, one is eager to ZTE’s Softto, but the concept of its strategy, then vaguely see their ‘apprenticeship is not Czech Republic’ in outcome. Softto - plausible challenger Softto, who was China’s private Daily Chemical Corps, the most specific lone brand, its sword easy road of brand marketing model has been to fame and fortune, despite the development of the first two years is quite unfavorable, but many people are optimistic that it can another brilliant show, but saw Softto this year’s new ad, think carefully about Softto brand positioning, suddenly felt Softto looming crisis. As a brand positioning, the most important is the insight into consumer demand, a clear target market, a clear target consumer groups, to meet the needs of target customers, which requires diligent observation of the brand planners, good thinking, insight into market opportunities, and can continue to import advanced The market segmentation tool, digging new and more valuable consumer groups, to meet their internal needs. Overlord ‘traditional Chinese medicine to support fat’ success is because of its differentiated brand concept and brand communication, to meet the emerging ‘blue-collar middle class’ consumer demand - of course this may be the overlord of a lucky hit. As long as we look closely we will find that there are several cities and urban fashion consumers to buy Overlord series of products, this is not features of the product is poor, but its brand philosophy, personality and image for the most blue-collar middle class acceptance. Softto operating for many years, the original product line of maverick, establish a ‘fashion, beauty, specificity, fresh’ brand image, it was a family in favor of urban fashion, and already has a number of loyal consumers, it is Softto the most important brand