Mengniu- Marketing rally masters.docVIP

 PAGE \* MERGEFORMAT 4 Mengniu: Marketing rally masters In 1999, Mengniu Dairy was first set up, ready to start from the borrowed funds 6,000,000 out of half of the play known. To choose what kind of advertising method? Management team selected the 300 streets covering outdoor Hohhot advertising. In order to achieve a sensational effect and the strong impact, the whole decision overnight to put billboards go, it is necessary to do all the ads in advance, and employ a large number of staff, everything is ready, just waiting time - 10 pm, most of the people go to bed immediately after installation. April 1, 1999 early morning, more than 300 pieces of outdoor billboards installed overnight. When the morning all the people out, a “Tianxiangshenbing” shock blowing in all green belt, motor vehicle and bicycle everywhere are wearing a “red hat” billboard high above the golden book characters: “Mengniu Dairy, a dairy industry in Inner Mongolia the second brand,” Mengniu sudden fame. October 16, 2003 6:23 early in the morning, “Shenzhou V” return capsule successfully landed in Inner Mongolia, when people are cheering for this historic moment when a “Mengniu Dairy cheer for the Chinese astronauts “The ad quickly landed major national media, from the safe landing of the capsule is less than 4 hours. the same day at 12 noon, all 30 cities are also put on outdoor advertising,” Raise your right hand to applaud the Chinese. “ This is a carefully planned Mengniu advertising activities, well-arranged arrangements started two months ago from the orderly progress. Campaign involves a lot of packaging and printing, including outdoor advertising, are completed ahead of inkjet production. All workers are ready to install, in the shortest time to create the most sensational results that dramatically improves the brand reputation and loyalty. Mengniu in 2005 to develop new products - sour milk, hoping to improve product representative of concern about the incident. In the end