[case] marketing light urban vegetable garden- i love sh wechat dissemination of case（[例]营销光都市菜园,我爱sh微信的传播情况）.docVIP

[Case] Marketing light Urban Vegetable Garden: I LOVE SH WeChat dissemination of case Research papers Download News: [advertisers] bright city garden [Agency] Jindo Group [Production company] Jindo Group Background of the project: Bright Urban Vegetable Garden (formerly bright city life network) is the Shanghai Guangming Group’s fresh food business enterprise, determined to become the most influential Shanghai fresh local electricity supplier leader. The company after more than two years of development, in 2014, was re-positioning, and plans to build a new site, the original name of city life for the urban garden network updates, and in January 23, 2014 grand on the line. Urban garden city advocates who return home and regain table culture, focused on providing three meals a day for a total solution for the Shanghai family. Problems faced: Shanghai fresh local electricity supplier is developing rapidly, a lot of fresh electricity supplier sites such as ‘delicious July’, ‘Yi fresh fruit’, ‘orchard every day’, ‘Tootoo Socialist Workers’ and other competitors has gained, in addition as shop No. 1, I bought net, Jingdong, Lynx and other electricity supplier giants contested the Shanghai market as the market competition can be imagined. Urban Vegetable Garden compared to those of competing products is still in its fledgling stage, almost no visibility. Therefore, to survive in a number of relatively mature fresh electricity providers, the first problem to be solved is to build brand awareness. Only to let people know what to do urban vegetable garden, be possible to stimulate people’s consumption. In addition, within a very limited budget, to achieve the goal of rapid increase brand awareness, but also a challenge for us. solution: From late October 2014, Shanghai Jindo this goal has set up a marketing plan the project team, the person in command by the Deputy james, experienced a period of one month, and urban vegetable markets, operati