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案例编号: MKT-0038
被浏览次数: 2504 次
案例名称: 冠生园集团大白兔硬糖:品牌化决策的选择
译名: White Rabbit Hard Candy of Guanshengyuan Group: Decision on Branding Strategy
案例作者: 何佳讯,韩珈俊
作者单位: 华东师范大学
指导者:
译者:
背景单位名称: 冠生园集团
行业: 食品工业
规模: 大型
案例涉及的职能领域: 市场营销部门
案例语种: 中文
案例长度(页): 11 页
案例类型: 决策型
中文关键词: 品牌化模式;品牌延伸;品牌定位;品牌识别;2010百优案例
英文关键词: branding strategy; brand extension; brand positioning; brand identity
中文摘要: 本案例描述了冠生园集团大白兔硬糖系列的上市决策经过。大白兔品牌原只有牛奶软糖产品,而其主要的竞争对手先后纷纷推出了牛奶硬糖系列。冠生园集团为了适应市场变革、扩大市场份额,拟推出定位于年轻白领市场的大白兔硬糖系列“优浓”新品牌。在新产品上如何使用“大白兔”和“优浓”品牌名称就成为一个基本的决策问题。冠生园集团市场部采取比稿方式征求方案。最终,立新公司推荐担保品牌战略,强调广告口号与歌曲的方案脱颖而出。然而,优浓品牌推出市场6个月后,销量始终不太乐观。于是,冠生园集团市场部委托先锋咨询公司进行市场调查,探究个中原因。“优浓”品牌到底应该采用何种品牌化模式呢?
英文摘要: The case described market launching decisions on the White Rabbit hard candy of Guanshengyuan Group. White Rabbit only had milk soft candy products, while its major competitors did have hard items. Guanshengyuan planned to launch a new hard item branded Younong which is positioned at the young white-collar segment in order to adapt to market changes and expand its market share. How to use the brand names of White Rabbit and Younong became a basic decision problem. The marketing department of Guanshengyuan Group compared all the program suggestions from the advertising agencies and selected the Lixin’s idea which preferred endorsed branding strategy and kept the salicence on the advertising slogans and songs. Unfortunately, Younong’s sales remained gloomy after the launching of six months. Hence, the marketing department of Guanshengyuan Group trusted Xianfeng consulting firm to find out the reasons. What should be modified about the branding strategy of Yonnong?
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2009
案例入库时间: 2010-05
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