johnnie walker暗市营销 破坚冰而出（you walker暗市营销 破坚冰而出）.doc

johnnie walker暗市营销 破坚冰而出（you walker暗市营销 破坚冰而出） Dark city marketing breakthrough in the dark zone For tobacco, alcohol and high fat food industry marketing people, the government to strengthen the advertising regulation trend is inevitable, they will be such a highly regulated market known as the dark market (Dark Market). The industry profits are very impressive, so all kinds of all kinds of marketing practice not to spend big money, they have the skilled dark market survival skills for other industry marketing people are also very meaningful. Annual innovation case: Johnnie Walker dark city marketing, breaking the ice out In the Chinese market, due to restrictions on alcohol advertising, it is not easy to make good publicity for high-grade liquor products. The Scotch Whisky brand Johnnie Walker clever use of dark city marketing means, through a series of targeted and multi-level marketing events, brand image and brand spirit into activities, successful expansion in the China market visibility, and raises awareness. The Johnnie Walker Classic golf tournament, sponsored by Michael Karen, hosts the Johnnie Walker Racing Party...... Scotch Whisky brand Johnnie Walker in 2005, constantly moving, with its iconic image, constantly impact on peoples vision, hearing, and successfully attract a lot of eyeballs. In a considerable number of countries and regions, the beverage industry is highly regulated in advertising, which is known as the dark market, How to effectively circumvent these restrictions, successful host? Johnnie Walker clever use of dark city marketing, to the marketing sector, especially wine marketing personnel, a good lesson. Johnnie Walker marketing is very clear: first, the sponsored activities must be targeted at high-end audience positioning, consistent with its target customers; second, the activities sponsored by the expression of the spirit must be with the JW - Johnnie Walker propaganda image always forward spirit must be able to have the right point