- 名称:Sprite Positioning Concept Study
- 类型:营销策划
- 大小:394 KB
- 更新时间:05-02 20:34:49
- 下载次数:7829次
- 语言:简体中文
- 推荐度:
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《Sprite Positioning Concept Study》下载简介
SpritehasbeenlosingshareinChinaacrossMetroUrbanandTownmarkets.BasedonconsumerfeedbackfromvariousstudiesitissuspectedthatthecurrentBrandArchitecturemaynotbepowerfulenoughtobuildpreferenceforconsumers.
Coca-ColaChinaisplanningtomodifytheBrandArchitectureandmakeitmorecompellingtolocalconsumers.Alongsidewiththisthetargetgroupwillalsobeextendedfromateenfocustoyoungadultsat20’saswell.ThemodifiedBrandArchitecturehastobeaspirationaltothecoretargetbutalsoacceptablefortheothersegment.
Differentpositioningconceptshavebeendevelopedandneedtobetestedamongconsumers.TheconceptwillbeusedasthebasistomodifytheBrandArchitecturewhichwillbetakenasthefootprintforbrandcommunicationin2001.
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