王老吉（精品课件）

1、Red Can Wong Lo Kat,catalog,1. Background 2. Ingredient And Function 3. Segmenting Market 3. Advertising strategies,Background of Red Can Wong Lo Kat,Wong Lo Kat was created by Wang Zebang The brand was divided into two branches in the early1950 Wanglaoji Pharmaceutical Co., Ltd. The descendants of

2、Wangs family JDB group Red Can Wong Lo Kat,The introduction to red can WONG LO KAT,The ingredient of Wong Lo Kat: water, white sugar, grass jelly （仙草），egg flower （蛋花），microcos paniculata （布渣叶 ），chrysanthemum （菊花 ），honeysuckle （金银花），self-heal （夏枯草），licorice （甘草）,The characteristic of WONG LO KAT,Swee

3、t but little pahit (苦味的) A taste of herbal medicines (草药味) 3) Cool and comfortable,The function of WONG LO KAT,It can thirst-quenching(消热解暑)，protect you from excessive internal heat. 2) relieve your sore throat, fever and cure a cold.,Segmenting Market Which market segments they choose?,1.What type

4、of product it is? 2.Where they focus on? 3.What range of people should focus on?,What type of product it is?,() 1. Fruit juice or tea drink Master. Kong(康师傅) President Firm（统一） Huiyuan Firm（汇源） () 2. Soft-drink Coca Cola, Pepsi () 3. Functional beverage 功能性饮料,Where they focus on?,()High demand: Guan

5、gdong province -The birthplace of Wong Lo Kat Guangxi province ()Low demand: North of China ()No demand: Middle part of China,What range of people should focus on?,()Children ()Young people ()Middle age people ()Old people,Advertising Strategies,Advertising slogans,Even though red can Wong Lo Kat ha

6、d been in the market for 7 years in China by 2002, the manufacture did not position the product systematically by its special functions,Achieve Marketing Consultation Company（成美营销顾问）,A) the product should be defined as soft drink not herbal medicine.B) The position of the brand should be high lighted as prevention of carbuncles and inflammation. C) The special function of Wong Lo Kat Herbal Tea will help consumers to enjoy barbecue, spicy and deep-fried food and watch TV overnight without bordering by car