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2010至2011年最具价值的营销案例,每一个都代表着营销大趋势。品牌名称:联合利华——多芬广告标题:多芬,比牛奶更滋养参赛类别:日用品类报名参赛公司名称:上海奥美广告有限公司■Challenge挑战美容产业在中国非常巨大,估计产值已达240亿美元。单一沐浴乳品类,市场上就有约11个品牌,93种产品供消费者选择。在如此多的品牌互相争夺的情况下,市场上还有空间给另外一个品牌吗?虽然对中国少数一线城市的消费者来说,多芬并不全然陌生,但其在市场上已沉寂了5年。现在又计划进军更多对多芬完全陌生的城市,这一切就
The most valuable marketing case from 2010 to 2011, each one represents the general trend of marketing. Brand Name: Unilever - Dove Advertising Title: Dove, nourish more than milk Category: Daily Categories Entered Name of the company: Shanghai Ogilvy & Mather Advertising Co., Ltd. ■ Challenge Challenge The beauty industry in China is very huge, the estimated output value has reached 24 billion U.S. dollars. A single shower milk category, there are about 11 brands on the market, 93 kinds of products for consumers to choose. With so many brands competing against each other, is there room for another brand in the market? Although Dove is not entirely new to consumers in China’s few first-tier cities, it has been quietly on the market 5 year. Now plan to enter more completely strange city of Dove, all of this