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包裝設(shè)計(jì)：“東方樹葉”農(nóng)夫山泉包裝
作者:admin 日期:2013-12-16
茶飲料銷售模式“東方樹葉”系列茶飲料的問世，無論從包裝還是內(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銷的華美煙火。
1、“東方樹葉”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、“東方樹葉”在繼“農(nóng)夫茶”之后繼續(xù)深化文化營銷策略，以茶獨(dú)具歷史厚重感的外交形象——“東方樹葉”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，讓產(chǎn)品的差異化營銷能迅速躍進(jìn)眼球。
在一個(gè)多月來的試驗(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“東方樹葉”的廣告動(dòng)畫和宣傳頁。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“東方樹葉”系列雖然有著充足的營銷資源和優(yōu)勢(shì)，但在營銷策略的制定和實(shí)踐上卻不盡人意。因此，現(xiàn)在再去超市，“東方樹葉”系列產(chǎn)品便沒有剛上市那會(huì)兒的好光景，從最佳的貨架位置轉(zhuǎn)移到了邊角旮旯。
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1、“東方樹葉”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、“東方樹葉”在繼“農(nóng)夫茶”之后繼續(xù)深化文化營銷策略，以茶獨(dú)具歷史厚重感的外交形象——“東方樹葉”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，讓產(chǎn)品的差異化營銷能迅速躍進(jìn)眼球。
在一個(gè)多月來的試驗(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“東方樹葉”的廣告動(dòng)畫和宣傳頁。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“東方樹葉”系列雖然有著充足的營銷資源和優(yōu)勢(shì)，但在營銷策略的制定和實(shí)踐上卻不盡人意。因此，現(xiàn)在再去超市，“東方樹葉”系列產(chǎn)品便沒有剛上市那會(huì)兒的好光景，從最佳的貨架位置轉(zhuǎn)移到了邊角旮旯。
http://efd.net.cn
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Student groups visiting New York City this fall or upcoming spring will want to be booked for any fun and entertaining evening on Broadway. Here, overlooking the Capital he so loved, he was torn between upholding his commission with the Union Army or trying out his sword in honor of his homeland, the Commonwealth of Virginia.
Student groups visiting New York City this fall or upcoming spring will want to be booked for any fun and entertaining evening on Broadway. Here, overlooking the Capital he so loved, he was torn between upholding his commission with the Union Army or trying out his sword in honor of his homeland, the Commonwealth of Virginia.
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