本刊讯历经两三年的发展,康师傅“冰红茶”凭借自身独特的柠檬香味及其极具渗透力的市场推广,终于在年轻一族的市场上站稳了脚跟。但是,康师傅冰红茶,在“康师傅”家族里的形象及定位一直受康师傅方便面的影响,而未能很好打动时尚而挑剔的年轻消费者,因此,康师傅冰红茶的重新上市与品牌形象的改良,无疑成为企业占领市场的重招之一。为做好市场定位和品牌推广,康师傅冰红茶配合“冰力十足”的产品口号,将产品定位于“冰酷”茶饮料,并大胆启用影视歌三栖明星任贤齐担任 After two to three years of development, Master Kong’s “Ice Black Tea” has finally gained a firm foothold in the young family market with its unique lemon aroma and its very penetrating marketing. However, the image and positioning of Master Kong Ice Tea in the “Master Kong” family has always been affected by Master Kong’s instant noodles, but failed to impress the fashionable and discerning young consumers. Therefore, the re-listing and brand image of Master Kong Ice Tea The improvement will undoubtedly become one of the major moves for companies to occupy the market. In order to do a good job in market positioning and brand promotion, Kangshifu Binghong Tea cooperated with the product name of “Ice Power” to position the product in the “Ice Cool” tea beverage and boldly enabled the use of film and television songs.