Wang LaoJi herbal tea

Wang Laoji

Herbal tea is Guangdong,

A kind of Chinese herbal medicine in Guangxi,

It has the effect of clearing heat and dehumidifying

"Medicinal Tea"

。

In numerous old

Among the herbal teas, Wang Laoji is the most famous. Wang Laoji herbal tea was invented in the light years of the Qing Dynasty and has been around today

175

years, was public

It is believed that the ancestor of herbal tea is known as the "King of Medicinal Tea".

Due to the confusion of consumers in Guangdong and southern Zhejiang about the red can Wang Laoji, the vague promotion of Wang Laoji products has led to the sale of Wang Laoji products

The amount is in a tepid state, so Wang Laoji has carried out product positioning innovation. So there is a drink to prevent fire

Material - "Afraid of fire, drink Wang Laoji"

。 Red Wang Laoji's identity as the "ancestor of herbal tea", mysterious Chinese herbal formula,

Annual calendar

Shi et al. obviously have the ability to occupy the "drink that prevents fire".

"Creating new categories" is always the first choice for brand positioning. If a brand can position itself as a strong competitor

Different options, its advertising as long as to convey the new category information on the line, and the effect is often amazing.

It is clear what positioning the brand should occupy in the minds of consumers, and the next important work is to promote the brand

It truly enters the hearts of the people, let everyone know the positioning of the brand, and thus have a lasting and powerful impact on consumers' purchase decisions.

Followed by

Cheng Mei formulated a promotion theme for the red king Lao Ji

“

Afraid of fire, drink Wang Laoji

”

, try to be as prominent as possible in spread

Red King Lao Ji as the nature of the drink.

In order to better arouse the needs of consumers,

The TV commercial uses five scenarios that consumers think are most likely to catch fire in their daily lives:

Eating hot pot, watching balls all night, eating fried food fries, barbecues and summer sun baths, people are happy to enjoy these activities

At the same time, they drank the red wang Laoji.

Red Wang Laoji's TV media choice mainly targeted CCTV covering the whole country from the beginning, and combined with the original

Sales territory

(Guangdong,

Southern Zhejiang)

of strong local media to carry out vigorous publicity,

at

2003

Years and months,

Throw in one fell swoop

4

More than 10 million, sales immediately, has been rapidly improved. Same

11

In January, the company took advantage of the victory and then spent a huge amount of money to buy the central government

television station

2004

Prime advertising hour.

On the ground,

Except in traditional channels

pop

Outside advertising,

With the development of new channels for catering,

Design cloth for food and beverage channels

A large number of terminal materials, such as the design and production of electronic display screens, lanterns and other practical items that are accepted by catering establishments, are free of charge

give. In the choice of communication content, full consideration should be given to the terminal advertising should directly stimulate the consumer's desire to buy, and the product packaging should be made

As the main visual element, focus on promoting a credit