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包裝設計：“東方樹葉”農夫山泉包裝
作者:admin 日期:2013-12-16
茶飲料銷售模式“東方樹葉”系列茶飲料的問世，無論從包裝還是內涵上都不禁讓人眼前一亮，繼06年“農夫茶”之后再次盛放出文化營銷的華美煙火。
1、“東方樹葉”秉承“農夫山泉”一貫的“天然、健康”的賣點，在產品的外包裝上用晶瑩剔透、光滑圓潤的瓶體凸顯出茶品純凈天然的直觀形象。尤其是0卡路里的產品特征，是非常搶眼的市場賣點。符合廣大消費者追求低熱量的心理需求。
2、“東方樹葉”在繼“農夫茶”之后繼續(xù)深化文化營銷策略，以茶獨具歷史厚重感的外交形象——“東方樹葉”為系列產品主題，選用四種各具文化內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爆炸出溫雅知性的禮花。
3、外形的高氣質高品位設計加上豐富的文化背書，讓產品的差異化營銷能迅速躍進眼球。
在一個多月來的試驗性上市后，農夫山泉公司正式打響了廣告“細菌戰(zhàn)”。似乎一夜之間，世界的各個角落都布滿了“東方樹葉”的廣告動畫和宣傳頁。細到大型門戶網(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，央視黃金時段的形象宣傳片，這種大面積大幅度無孔不入的強勢廣告轟炸，讓消費者應接不暇地不得不自動吸進眼球、腦海、心靈。
不過“東方樹葉”系列雖然有著充足的營銷資源和優(yōu)勢，但在營銷策略的制定和實踐上卻不盡人意。因此，現(xiàn)在再去超市，“東方樹葉”系列產品便沒有剛上市那會兒的好光景，從最佳的貨架位置轉移到了邊角旮旯。
http://m.rcnew.cn
1、“東方樹葉”秉承“農夫山泉”一貫的“天然、健康”的賣點，在產品的外包裝上用晶瑩剔透、光滑圓潤的瓶體凸顯出茶品純凈天然的直觀形象。尤其是0卡路里的產品特征，是非常搶眼的市場賣點。符合廣大消費者追求低熱量的心理需求。
2、“東方樹葉”在繼“農夫茶”之后繼續(xù)深化文化營銷策略，以茶獨具歷史厚重感的外交形象——“東方樹葉”為系列產品主題，選用四種各具文化內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爆炸出溫雅知性的禮花。
3、外形的高氣質高品位設計加上豐富的文化背書，讓產品的差異化營銷能迅速躍進眼球。
在一個多月來的試驗性上市后，農夫山泉公司正式打響了廣告“細菌戰(zhàn)”。似乎一夜之間，世界的各個角落都布滿了“東方樹葉”的廣告動畫和宣傳頁。細到大型門戶網(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，央視黃金時段的形象宣傳片，這種大面積大幅度無孔不入的強勢廣告轟炸，讓消費者應接不暇地不得不自動吸進眼球、腦海、心靈。
不過“東方樹葉”系列雖然有著充足的營銷資源和優(yōu)勢，但在營銷策略的制定和實踐上卻不盡人意。因此，現(xiàn)在再去超市，“東方樹葉”系列產品便沒有剛上市那會兒的好光景，從最佳的貨架位置轉移到了邊角旮旯。
http://m.rcnew.cn
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