营销文献(英).doc

U.S. Food and Beverage Marketing: PepsiCo: network communication wars of popular brands Pepsi has always emphasized as a spokesman for the positioning of young people, the overall brand communication is always based on the overall strategic positioning. Since 1996, PepsiCo launched the official site, Pepsi has always been firmly locked the young audience. Pepsis Web site visitors to provide the latest Pepsi commercials, the latest information to meet the young surfers the demand for fashion, while the ever-changing activities lottery coupons good mobilize the enthusiasm of Internet users. Launched its online gaming site, is the focus of attention of young audiences. In order to make the site into a powerful brand extension channels, Pepsi launched a new round of online marketing campaigns. Young people: the core of eternal publicity Online marketing campaign, Pepsi is still positioned as the core of the young consumers, including 18-year-old young male consumers to be the focus of the object. Use of online advertising giant ads, banner ads and streaming media advertising and other forms, also issued a 300 million e-mail. Selected ads MTV, Yahoo and the official Oscar site. Pepsi by signing singer Britney Spears, adding that TV and online advertising more attractive to Britney Spears as the protagonist of the TV ads and online ads also introduced, Britney Spears Pepsi joining indeed amassed more popularity. At the same time by two small U.S. baseball star Ken TAL Griffey and Sammy Sosa commercials starring the propaganda campaign has become a highlight of the follow-up publicity. Pepsis website also provides a lot of film making of the ad to attract peoples attention. Super Bowl: The new experimental field of marketing Integration for the site in the spread of Pepsi war, in 2002 American football Super Bowl on the interactive streaming media campaign to become the biggest bright spot. Pepsi and the United States a well-known portal to launch a 5-day public relations activities: the selection of invited audience in the Super Bowl in the broadcast of the Pepsi generation, the classic ad campaign. In the Super Bowl advertising time broadcast by the first section of six classic Pepsi ad clip from the generation of a 90-second television ads, the Internet audience to vote for one of the best looking one. Then the advertising time in the game section II, the largest broadcast received by the audience vote that support advertising. It is precisely because the development of streaming media technology, only to television advertising network, reaching double publicity. Network digital propaganda campaign can make a lot of novel ideas into reality. Pepsi Britney Pepsi generation networks and interactive television, the Internet is the structure of the 24 hour real-time online platform. For the 2002 Super Bowl ad campaign, Pepsi for six months preparation time. Meanwhile, the Pepsi Web site of the TV advertising service, it attracted a large number of the target audiences attention. However, the Internet giant is the only streaming media to achieve communication platform for advertising, because there is no bandwidth limit, 90 seconds to show the full content of ads. In the Super Bowl held within 5 days, the 90-second commercials downloads more than 100 million times. The ad campaign attracted a lot of peoples concern and activities also received positive results. Pepsi site and partner sites received a total of 417,000 five days of voting viewers, 7 million people to participate in sweepstakes; a lot of information about site visitors to leave voluntarily, in order to establish a consumer database provides a wealth of information. Another Pepsi ad online auction of props and clothing for the Britney Spears Foundation raised $ 78,000 in payments. PepsiCo website are available each month after nearly 300 million individual visits. Online advertising becomes a more than print media advertising or television advertising more effective form of propaganda. Pepsi expects online advertising campaign as an extension of traditional advertising, but also hope that the future users of the site together with the Pepsi brand. Although read magazines or watch television commercials, the audience will also receive promotional information passively, but the networks target audience and brand promotion will have a positive interaction. U.S. pharmaceutical industry marketing: Pfizer to create a Viagra Legend - Listing Promotion Viagra Case For the U.S. pharmaceutical company Pfizer in 1998, has extraordinary significance. It is this year, Pfizer R & D indications male sexual dysfunction prescription drugs - Viagra may be allowed to market. The blue pill soon swept the world, but also throughout the whole world so that the identity of Pfizer. The world today faces more instability factors, such as the economic crisis, regional disputes and conflicts, and other public health emergencies, many of these negative factors affect the development of traditional industries. However, compared with other industries, the pharmaceutical industry is much less affected. Regardless of social unrest, financial restraint, or not, consumers stained body disease, is only right and proper thing to spend money to buy medicine. First, the pharmaceutical industry is an international industry. In the national industrial system and economic growth all play a pivotal role. Pharmaceutical industry has a strong industrial linkage, and the chemical industry, machinery, electronics, plant and other industries have very close ties. Second, the pharmaceutical industry is a sunrise industry. Pharmaceutical products is closely related with peoples lives and health, with the deterioration of the environment and all kinds of difficult fatal disease continue to emerge, prompting the pharmaceutical industry continue to develop new drugs, medicine. Pharmaceutical research and development of new drugs is the core of enterprise development strategies. A pharmaceutical company how successful both in the past, once in drug R & D weakness, higher efficacy of its products will be replaced by new drugs, companies are likely to decline so soon. Therefore, the pharmaceutical industry is an industry must always move forward, while the pharmaceutical industry is a lucrative industry, the industry is fiercely competitive. Pfizer is a company with a long history of 150 years of research and development based multinational pharmaceutical company, with more than 70 countries around the world 147 branches in six countries, research centers, and 33 in 22 countries to set up production plants and marketing network all over the world in 150 countries and regions. In fact, before 1998, the U.S. pharmaceutical company Pfizer is not famous. Over the years, Pfizer has been a leader looking for an opportunity to change the companys image. As a pharmaceutical company, R & D strength of new products is important, but in the minds of consumers to build strong and trusted brand image is more critical. When listing a new drug, the pharmaceutical companies do not just look forward to the return of turnover, and hope for the corporate brand for more shaping work, accumulated under the more brand equity, so consumers will have their future development New drugs produce more trust. In addition, Pfizer is facing the pressure of market, the brand also needs a good way to carry out construction and maintenance. Viagra in the market, Pfizer offers a great opportunity. Viagra for the U.S. market provides a number of pharmaceutical industry can learn from the experience. Viagras success lies in combining the characteristics of their own medicine, Pfizer Viagra for the design of this particular drugs reasonably integrated marketing programs. New listing, in a timely manner and entertainment event marketing rally together, the common brand of medicine into a fashion term. Use of event marketing, and then upsurge was set U.S. pharmaceutical industry marketing: wake-up American Dream action - Breathe Right nasal brand positioning campaign stickers In recent years, snoring increasingly concerned by the global medical community, the medical research confirmed that: Snoring is a sleep disorders affect human health. In severe cases, snoring is medically known as sleep apnea syndrome . According to the analysis of medical screening: 18% of people have snoring habits, 3.6% of people with snoring. Long-lived people over the age of 90 almost never snoring, snoring that does not sleep, respiratory health and longevity of patency may be one of the factors. Data show that at present there are about 3,000 people a day die of global sleep disorders, and almost all of the patients had snoring during sleep, the clinical manifestations. Statistics show that on sleep apnea syndrome, the incidence rate of 1% in Europe to 2.7%, Japan 1.3% to 4.2%, the U.S. men over the age of 40 is 1.24%. United States, sleep apnea syndrome is not optimistic. In recent years, the United States for the serious highway accidents were analyzed and found the driver suffering from a considerable number of sleep apnea syndrome. The United States began on professional drivers sleep apnea syndrome screening, and patients with specialized medical consultation and mandatory treatment. As early as 1993, U.S. medical experts to call for wake up America to strengthen the Prevention of sleep apnea syndrome. With the increasing emphasis on the general population sleep disorders, treatment of snoring medicines, equipment and other products have a wide range of development and application, with good market prospects. CNS, Inc. (the end of December 2006 acquisition by GlaxoSmithKline) production of Breathe Right nasal drug free patch is affixed. Patch lined with flexible, like a spring of the fillet. Properly placed, can improve the patients nose, the nasal cavity to maintain flow, thus reducing the degree of snoring during sleep and exercise to increase respiration. Breathe Right nasal posted since 1993 listed, through the powerful sports marketing and public relations activities, precise positioning of the male consumer base snoring for three consecutive years maintained a high growth performance. But after 1996, its growth is slowing, sales decline. Although the marketing campaign launched one by one, but the brands sales are still without any glimmer of hope. After careful market research and analysis, CNS company began trying to find the target consumer group: Who is using the Breathe Right nasal and who posted it is possible to use the potent