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清晰定位,震撼传播同仁堂立消痤上市推广规划挑战立消痤脂质体喷剂所独有的脂质体技术是一种革命性的生物纳米技术.由仅相当于人体细胞1/600大小的脂质体囊泡包裹的去痘因子可以近100％的被皮肤细胞吸收利用.其去痘效果将导致消费者消费取向的颠覆.蜚声国际的同仁堂素来以传统文化的精髓中药著称.而立消痤既不是医保产品也不含任何中药成分.其品牌固有的资产和首要目标受众.年轻女性在沟通上存在不可逾越的鸿沟.市场虽然巨大.但消费者的品牌忠诚度一直很低.且容易见异思迁. 是否可以将同仁堂积累的雄厚品牌资产轻易扬弃?是否以其独特的技术作为第一阶段的核心传播概念?立消痤是一种时尚性化妆品还是功能性产品中唯一具时尚个性的?这些问题在我们接手这个案例的时候便
Clear positioning, shock spread Tong Ren Tang legislation to eliminate acne marketing promotion planning challenges Lifting acne liposomes proprietary liposome technology is a revolutionary bio-nanotechnology by the equivalent of only 1/600 the size of human cells Liposomal vesicles wrapped anti-acne factors can be nearly 100% of the skin cells to absorb the use of its anti-acne effect will lead to consumer subversion of consumer orientation.Into the international Tongren Tang has always been the essence of traditional culture of traditional Chinese medicine known. Neither medical insurance products nor any traditional Chinese medicine ingredients, its brand’s inherent assets and primary target audience, there is an insurmountable gap between young women in communication.Although the market is huge, consumers’ brand loyalty has been very low, Is it possible to easily subordinate the strong brand equity accumulated by Tongrentang and to use its unique technology as the core communication concept of the first stage? To dispel acne as a fashion cosmetic or the only fashion personality among functional products? When we took over this case