Of rice into the Arowana era-.docVIP

 PAGE \* MERGEFORMAT 5 Of rice into the Arowana era? ‘Impossible! What? Sell oil, how could sell rice? Arowana rice, greasy, will it? Will not be a ‘plump’? ‘ This is the average consumer to hear ‘Arowana rice’ first reaction. Occupy half of China’s edible oil Arowana recently embarked on a ‘Arowana rice’ new product promotion. ‘Rice into the Arowana era? ‘Is that it soft-text newspaper ad title, to borrow it to ask people around you, ask yourself, know where the problem of the answers. Initially, the soft look Arowana text ads, intuitive first reaction was Arowana has a new running out of oil! This is the rice squeeze of oil. But a closer look at advertising words ‘selected meters, there are rice grounds’, only to find Arowana started selling rice has. As a powerful business benefits Shanghai Kerry Oils ‘to bring international advanced rice cultivation, processing and packaging of rice idea of a strong push into the small market,’ but the benefits Shanghai Kerry, and are not equipped with the most advanced marketing From EMKT. idea. Lack of understanding of mind, and then advanced the ‘rice industry chain technology’ also can not enter the minds of consumers. The reason why a strong brand is a powerful brand and category relevance. Arowana as China’s edible oil inside the strong brand in the consumer’s mind has been on behalf of ‘blend oil’, it’s ‘1: 1:1 edible blend oil ‘promotional even more pervasive. This is it Luhua represented by peanut oil, sunflower oil represents more than force, gold represented by the corn germ oil, edible oil category competitive strength. But, now, ‘Arowana rice’ is being diluted, undermining the strength of this brand focus. Even in the edible oil category within the extension, there is not much chance. According to our observations, about two years ago, ‘Arowana corn oil’ to promote leveraging the ‘Chinese Preventive Medicine’ also has not been great success. China’s rice market, the existence of high-end gap and opport