Qingdao Beer Sponsor Super Girl-.doc

 PAGE \* MERGEFORMAT 5 Qingdao Beer Sponsor ‘Super Girl’? November 18, in the Hunan TV advertising investment in 2006 Beijing conference, ‘Field of Dreams China’ title by Tsingtao Brewery and Hunan Satellite Television signed a strategic cooperation agreement the next three years, cooperation costs should be in 40 million ~ 50 million yuan about. As a result, on the 2006 ‘dream of China’ and ‘Super Girl’ in war of words heating up again. When a friend told me the news when I only shook his head again and again: Qingdao Beer huge company, why brand management and planning so blind and irresponsible? In cooperation with Hunan Satellite TV is a mistake If the Tsingtao Brewery sponsors ‘dream of China’ is a beautiful mistake, then this three-year strategic and Hunan Satellite Television signed a cooperation agreement is a mistake! Why? 1, consumer groups dislocation: Hunan Satellite positioning is entertainment, and its slogan is ‘Happy China’, the majority of its audience mainly of women and young women in the family, with Qingdao beer target consumer group of young men, seriously inconsistent; 2, the policy of non-renewal: If the 2005 Qingdao Beer sponsors ‘dream of China’ can play 60 minutes, then, if continued to sponsor the 2006 ‘dream of China’ it is possible to reach 80 points, after all, there is a continuity of brand communication and brand influence an accumulation, which can be fully and comprehensively the impact of ‘dream of China’ group of consumers, rather than a single shot fired from a different place; In contrast look at Mengniu, though in 2006’s’ Super Girl ‘does not necessarily sponsor, but the others are engaged in’ Super Girl training camp ‘it. 3, the timing is bad: In the ‘dream of China’ heat has not dissipated the case, it ‘Kechien’ Hunan Satellite Television, and inevitably lead to media and public speculation, people thought that Tsingtao had been ‘recognized’ sponsored by the dream of China’s mistakes, give people the feeling of si