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包裝設(shè)計(jì)：“東方樹(shù)葉”農(nóng)夫山泉包裝
作者:admin 日期:2013-12-16
茶飲料銷售模式“東方樹(shù)葉”系列茶飲料的問(wèn)世，無(wú)論從包裝還是內(nèi)涵上都不禁讓人眼前一亮，繼06年“農(nóng)夫茶”之后再次盛放出文化營(yíng)銷的華美煙火。
1、“東方樹(shù)葉”秉承“農(nóng)夫山泉”一貫的“天然、健康”的賣點(diǎn)，在產(chǎn)品的外包裝上用晶瑩剔透、光滑圓潤(rùn)的瓶體凸顯出茶品純凈天然的直觀形象。尤其是0卡路里的產(chǎn)品特征，是非常搶眼的市場(chǎng)賣點(diǎn)。符合廣大消費(fèi)者追求低熱量的心理需求。
2、“東方樹(shù)葉”在繼“農(nóng)夫茶”之后繼續(xù)深化文化營(yíng)銷策略，以茶獨(dú)具歷史厚重感的外交形象——“東方樹(shù)葉”為系列產(chǎn)品主題，選用四種各具文化內(nèi)涵的名茶品種作突破口，升騰起了一整塊橫貫古今中外的文化祥云，在泛青春化的茶飲品市場(chǎng)爆炸出溫雅知性的禮花。
3、外形的高氣質(zhì)高品位設(shè)計(jì)加上豐富的文化背書(shū)，讓產(chǎn)品的差異化營(yíng)銷能迅速躍進(jìn)眼球。
在一個(gè)多月來(lái)的試驗(yàn)性上市后，農(nóng)夫山泉公司正式打響了廣告“細(xì)菌戰(zhàn)”。似乎一夜之間，世界的各個(gè)角落都布滿了“東方樹(shù)葉”的廣告動(dòng)畫(huà)和宣傳頁(yè)。細(xì)到大型門戶網(wǎng)站的漂浮廣告，電梯媒體電視播的廣告，大到大型賽事上的廣告宣傳板，央視黃金時(shí)段的形象宣傳片，這種大面積大幅度無(wú)孔不入的強(qiáng)勢(shì)廣告轟炸，讓消費(fèi)者應(yīng)接不暇地不得不自動(dòng)吸進(jìn)眼球、腦海、心靈。
不過(guò)“東方樹(shù)葉”系列雖然有著充足的營(yíng)銷資源和優(yōu)勢(shì)，但在營(yíng)銷策略的制定和實(shí)踐上卻不盡人意。因此，現(xiàn)在再去超市，“東方樹(shù)葉”系列產(chǎn)品便沒(méi)有剛上市那會(huì)兒的好光景，從最佳的貨架位置轉(zhuǎn)移到了邊角旮旯。
http://m.rcnew.cn
1、“東方樹(shù)葉”秉承“農(nóng)夫山泉”一貫的“天然、健康”的賣點(diǎn)，在產(chǎn)品的外包裝上用晶瑩剔透、光滑圓潤(rùn)的瓶體凸顯出茶品純凈天然的直觀形象。尤其是0卡路里的產(chǎn)品特征，是非常搶眼的市場(chǎng)賣點(diǎn)。符合廣大消費(fèi)者追求低熱量的心理需求。
2、“東方樹(shù)葉”在繼“農(nóng)夫茶”之后繼續(xù)深化文化營(yíng)銷策略，以茶獨(dú)具歷史厚重感的外交形象——“東方樹(shù)葉”為系列產(chǎn)品主題，選用四種各具文化內(nèi)涵的名茶品種作突破口，升騰起了一整塊橫貫古今中外的文化祥云，在泛青春化的茶飲品市場(chǎng)爆炸出溫雅知性的禮花。
3、外形的高氣質(zhì)高品位設(shè)計(jì)加上豐富的文化背書(shū)，讓產(chǎn)品的差異化營(yíng)銷能迅速躍進(jìn)眼球。
在一個(gè)多月來(lái)的試驗(yàn)性上市后，農(nóng)夫山泉公司正式打響了廣告“細(xì)菌戰(zhàn)”。似乎一夜之間，世界的各個(gè)角落都布滿了“東方樹(shù)葉”的廣告動(dòng)畫(huà)和宣傳頁(yè)。細(xì)到大型門戶網(wǎng)站的漂浮廣告，電梯媒體電視播的廣告，大到大型賽事上的廣告宣傳板，央視黃金時(shí)段的形象宣傳片，這種大面積大幅度無(wú)孔不入的強(qiáng)勢(shì)廣告轟炸，讓消費(fèi)者應(yīng)接不暇地不得不自動(dòng)吸進(jìn)眼球、腦海、心靈。
不過(guò)“東方樹(shù)葉”系列雖然有著充足的營(yíng)銷資源和優(yōu)勢(shì)，但在營(yíng)銷策略的制定和實(shí)踐上卻不盡人意。因此，現(xiàn)在再去超市，“東方樹(shù)葉”系列產(chǎn)品便沒(méi)有剛上市那會(huì)兒的好光景，從最佳的貨架位置轉(zhuǎn)移到了邊角旮旯。
http://m.rcnew.cn
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