From the marketing innovation to marketing invention to open up the field of non-competitive.docVIP

 PAGE \* MERGEFORMAT 7 From the ‘marketing innovation’ to ‘marketing invention’ to open up the field of non-competitive ‘White with black’ cold tablets, Haier ‘anti-power wall’ water heater, Haier ‘Curtain’ color TV, Haier ‘Oxygen Bar’ air-conditioning, Nongfuguoyuan ‘shake a shake before drinking’ ... ... look at the classic marketing case, no not in the product differentiate itself in the concept of innovation, or innovation, in fact, many cases have transcended the ‘marketing innovation’, we prefer to call it ‘marketing innovation’. From 2002 to 2006, the author of several solar companies to do brand marketing plan period, a great honor to ‘invented’ a number of new product (concept), are summed up 12 to share with you. Lao Wan Lante Kai: ‘China’s first permanent thermal solar water heater’, create ‘space occupying first’ competitive advantage! The solar market before 2004, almost all of the solar brands are doing ‘collectors’ articles, under such circumstances, Lante Kai as a new brand, if also followed Quhan ‘collector’, certainly not competitive. The two most important solar water heater system: one is the collector system, a is the thermal insulation system, everyone make a fuss when the collector, resulting in two results: first, consumers think that all of the effects of solar collectors are almost, secondly, the lack of publicity for the insulation system, has given us a new targeting opportunities. A ‘permanent insulation’ as the core appeal of the product was born: Lante Kai constant thermal solar water heater, ‘China’s first permanent thermal solar water heater’ concept has also been proposed, the basic communication strategy are: solar water heater of the most two important systems: one is the collector system, a thermal insulation system is the current effect of solar collectors are similar products to determine good or bad depends on whether solar insulation. If the effect of even the best collectors, heat is also more likely than useless