Mr. Ye assessment of eight horses tea brand planning.doc

 PAGE \* MERGEFORMAT 5 Mr. Ye assessment of eight horses tea brand planning Mr. Ye has recently made a “gift without saying” - eight-horse business political etiquette of tea to the case, I read, after some point gold star that is biased macro, then wrote the following for comment: Mr. Ye: “In addition to the general quality of Lipton, the other is good, eight horses in addition to good quality tea, the other is the general!” Rhetoric alone, so I think that is wrong, although the call of tea, but in reality are two completely different categories! Like beer and wine, call wine, shall not be the same sets of people in the consumer, communication and works completely different! The hearts of Chinese people’s concept of the tea, and the West “tea” concept certainly can not be generalized. Chinese people drink tea, the tea itself really is a category and segment selection as the first condition, the Chinese people towards tea consumption demand is a prerequisite for the right place emphasis, emphasis original environment, and to “Lipton” tea the West, led by , only to tea as a fulcrum, post-synthetic derivative, the product name from Lipton to see their different positioning: Lipton tea, green tea, jasmine tea, Japanese Sencha, English tea, tea fiber Young function. Therefore, the source of the East and West students were sent the day after tomorrow is the full two man-made concept! Even can be summarized as “source of health tea” and “tea” are two different categories! Mr. Ye: “Lipton re-brand, heavy demand, re-market, and eight horses on the contrary, heavy products, attention to quality, origin, but most ignored the importance of the” tea person “needs.” Do not pay attention to brand eight horses? Does not focus on demand and market? The answer is obvious, but the work done by eight horses, eight horses fit without a brand itself, the more concrete nature, the more clear “positioning” only, please do not point, negated! Eight horses, China Iron