From The "soluble C100" To See Differences In Marketing Of New Products - Soluble C100,

In the 21st century advances in technology, changing market circumstances

, the increasingly shorter product life cycles, new product after another. For enterprises, the development of new products is to cope with various challenges and changing situation, to maintain business survival and an important guarantee for achieving sustainable development. However, according to media organizations in the 21st century Fuk survey data show that the failure rate of new products up to 95%, especially in mature markets, the failure proportion could be higher. Therefore the development of new products rigorous scientific and efficient Marketing Strategy has become a business imperative.

The new product launch strategy for many, but the consumer goods market in the face of intense competition, the most effective than differentiation. The difference is that the essence of accurate market positioning. This article attempts to water-soluble C as an example of how Yangshengtang gap by positioning in the market, combined with marketing strategies accordingly to achieve breakout success of new products.

C100 is a water-soluble Nongfushangquan In the May 2008 launch of a new product. According to product descriptions, water-soluble C100 of the lemon juice content of 12%; bottle contains vitamin C, equivalent to five and a half lemon, can meet 100% of daily requirements of vitamin C, the taste is sweet and sour. Although there is no substantial information and Advertisement Offensive, but after the listing of water-soluble C100 achieved an unprecedented market response, in the highly competitive Juice Beverage market quickly come to the fore, and even a panic buying and stock-out phenomenon has become a new favorite beverage market in 2009.

A difference between the marketing, positioning Blue Ocean

Locate the father of Trout pointed out: "When you're not in a mature industry among the first tier, the best way to capture the market differentiation strategy to a new sub-category to 'those who eat crabs 'memory capacity become the first brand in the categories. " The water-soluble and C100 to come out of the mainstream category of the competition, find their own blue ocean. Specifically, its products, brands, pricing, distribution and promotion has its own characteristics.

1. Target market?? In the high-end consumer groups

Soluble C100 target consumers are mainly urban white-collar workers, students and other fashion crowd. First, because this part of the population to accept western culture and habits affect the larger, more receptive to the concept of lemon juice. Second, this part of the consumer to pursue beauty, health and other living concepts, the function of vitamin C greater impact on them. Lastly, lemon juice industry in China has not yet formed, water soluble C100 to mass production to be imported, the cost of higher fundamentally determines its main cities such as white-collar consumers, students and other fashion crowd, so the whole product strategy positioned in the high-end consumer groups.

2. Products?? Taste unique Package New

First category is now popular on the market mainly orange juice, apple juice and grape juice, and lemon juice category of products is a blank area in the country. But also in the minds of Chinese consumers, a symbol of fashion, upscale lemon juice, can not be replaced with the current mainstream product features, avoiding the homogenization of the fierce competition. Water-soluble C, a unique sweet and sour taste is lemon flavor, taste very popular with the public welcome. At the same time a strong, sweet and sour taste is preferred to adapt to a strong young man of this age to stimulate habits.

Secondly, all people, particularly women of fashion, the amount of vitamin C is to maintain youthful vigor, beauty and an important means of enhancing immunity. Products with vitamin C as a function of demand, it is easy for young people, especially white-collar workers to accept.

Finally, product packaging, C100 is transparent water-soluble packaging, and bottles are designed to be slender style, to modern white-collar aesthetic, with fashionable features. In addition to appearance, the bottle very practical, water-soluble C100 bottle opening large, not portable, and easy for consumers to use as a water bottle.

3. Brand?? Western demands combined with emphasis on functional

Soluble C100 adopted the brand name reflects the core aspirations of product attributes and highlight ways.

by: gaga

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