NICE- The defeat once again own their own!.doc

 PAGE \* MERGEFORMAT 5 NICE: The defeat once again own their own! Recently, a toothpaste ad on NICE frequently, including the major television stations, including CCTV. Nice cartoon image of a toothpaste, plus an ‘see the quality, taste get VC, VE’ ad words, is the largest demand point of this ad. At first sight this Nice toothpaste ads, think there is something new which could be carefully thought about, but found that NICE this time into another similar to the ‘natural soap powder’ trap, it seems Nice This time again the odds are. Looking back in 2003, long lost elegance of the Nice Group to market a natural soap powder, claim that the products with pure natural plant materials as the main ingredient, emphasizing natural, low foam, strong decontamination is more suitable for washing underwear. In product promotion, the Nice first major television stations in order to ‘natural soap powder detergent ≠ ‘ demands conveyed to consumers the characteristics of this new product, which then launched a controversial ‘Are you soak it? Bubble of. Do you have floated? Floated. ‘Ads. On the surface, Nice Group, the launch of the action of natural soap powder is indeed in line with the product innovation strategy, has been relying on low-end products for the company to maintain operations to make up a product camp short board for the enterprise has brought new hope . However, in thinking about the new products, market demand and position, Nice Group has committed at least two mistakes: first, mainly in the Chinese market, consumers over the years has been to use detergent or soap to wash clothes either with powder, or to use soap, it’s not only with the powder they use soap. But it is a natural soap powder to the consumer the feeling that it is both the largest powder is soap, consumers do I buy? Second, higher prices of natural soap powder, positioning high-end market, primarily for white-collar high-income groups. However, natural soap powder, ‘You soak it? Bubble of. D