120亿的营养快线（12 billion nutrition express）.docVIP

120亿的营养快线（12 billion nutrition express） 12 billion nutrition express China marketing communication network, 2010-10-19, author: Li Liang In 2009, the nutrition express line sold 12 billion yuan, catching up with Chinas first pot Wang Laoji, becoming one of the largest single beverage products sold. In Chinas beverage Empire Wahaha about 40000000000 sales, the nutrition fast line accounted for as much as 1/4, it can be seen in the Wahaha products camp in the component. In the vast majority of Wahaha products are faced with two or three lines, even the township market situation, nutrition express dominate in the city market, particularly attention. Behind the success of the nutrition express line, what are the marketing strategies and mental pull hidden behind it, which has resulted in tens of billions of sales? How can the nutrition express continue to grow fast? The amount of mental intelligence that grows quickly 1. mental openings: the most nutritious drink To milk + fruit + nutrition mixed form of nutrition express line, not simply to mix and match the concept of access to consumer favor. In the consumers cognition, the milk is the nutritional value very high animal protein nutrition drink, the juice is contains the vitamin most rich nutrition drink. These cognitions are the brand contribution of Mengniu brand, Mengniu, Yili and juice brand Kangshifu, unified and huiyuan. The most nutritious protein drinks + vitamin rich juice drinks = the most nutritious drinks, this heart of wisdom will soon fall into the hearts of consumers. In reality, consumers who prefer milk will not choose the nutrition fast line, and consumers who prefer juice will not choose the nutrition fast line. The nutrition fast line eventually attracts customers not more than two groups of consumers, but consumers who want to drink the most nutritious drinks. Its a slogan: its not enough to drink fruit juice at breakfast, but not enough milk for breakfast. Thats a good expression. Therefore, the