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从在业内名不见经传,到向全国糖果第一品牌的迈进,雅客仅仅用了几个月的时间。2003年,雅客食品将品牌集中于“雅客”,同时抓住市场上维生素的卖点,推出副品牌“雅客V9”,产品概念清晰。同时,选择在央视黄金时段集中投放广告,到2003年底,仅“雅客V9”一个单品的销售就突破3亿元。雅客是如何做到这一点的呢?本文将从品牌,品种和媒体等方面进行分析。
From the unknown in the industry, to the country’s first candy brand forward, Yackers just spent a few months time. In 2003, Accor Foods focused its brand on “Accor” while seizing the selling point of vitamins on the market and launched the sub-brand “Accor V9” with a clear product concept. At the same time, choose to focus on CCTV prime time advertising, by the end of 2003, only “Accor V9” a single product sales exceeded 300 million yuan. How does Accent do this? This article will analyze the brand, variety and media.