Integration of communication public relations victory - Le XY promotion of primary education in Guangzhou Review.docVIP

 PAGE \* MERGEFORMAT 23 Integration of communication public relations victory - ‘Le XY’ promotion of primary education in Guangzhou Review This is a September 2002 - to 2003, planning the implementation of a case. Good results have fully demonstrated the power of public relations. At the time, the famous master of marketing co-Ries and his daughter’s ‘PR first, advertising second’ This book has not yet published, but in this case the implementation process and to achieve the effects can be fully verified master some of the points. Background: HW Japan Corporation is a comprehensive Japanese world-renowned chemical companies. One of the world’s top 500 companies. Its operating range of products related to cosmetics, cleaning products, shampoo products, personal hygiene items and other series. HW Co., Ltd. in Shanghai in 1993, set up a wholly-owned subsidiary, Shanghai HW Co., Ltd., have entered the Chinese market. Through nearly 10 years of brand management and marketing, and its subsidiary brands such as: poetry fun, Biore, cleaning and other tyrants have become well-known brands. Well-known sanitary napkin brand ‘Le XY’ is the HW Group, one of a number of well-known brands. ‘Le XY’ sanitary napkins from the market has been taking high-end line, after long-term extension, in the market has achieved certain results. At the same time, ‘Le XY’ sanitary napkin market in China is also facing tremendous competitive pressure. As the United States Procter amp;amp; Gamble’s ‘Whisper’, Johnson amp;amp; Johnson’s ‘Carefree’, the domestic Heng Group’s ‘Yasuji music’, C-BONS Group’s ‘Kit Ting, Kitty’ have become a strong opponent. The underlying problem is: Sanitary napkins as a daily consumer goods, and other consumer goods, like, product homogeneity is relatively high. Product homogeneity when compared to more serious is that several well-known brands in the advertising strategy and advertising performance also worsens the ‘homogenization’. ‘To prevent the leakage,