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包装设计：“东方树叶”农夫山泉包装
作者:admin 日期:2013-12-16
茶饮料销售模式“东方树叶”系列茶饮料的问世，无论从包装还是内涵上都不禁让人眼前一亮，继06年“农夫茶”之后再次盛放出文化营销的华美烟火。
1、“东方树叶”秉承“农夫山泉”一贯的“天然、健康”的卖点，在产品的外包装上用晶莹剔透、光滑圆润的瓶体凸显出茶品纯净天然的直观形象。尤其是0卡路里的产品特征，是非常抢眼的市场卖点。符合广大消费者追求低热量的心理需求。
2、“东方树叶”在继“农夫茶”之后继续深化文化营销策略，以茶独具历史厚重感的外交形象——“东方树叶”为系列产品主题，选用四种各具文化内涵的名茶品种作突破口，升腾起了一整块横贯古今中外的文化祥云，在泛青春化的茶饮品市场爆炸出温雅知性的礼花。
3、外形的高气质高品位设计加上丰富的文化背书，让产品的差异化营销能迅速跃进眼球。
在一个多月来的试验性上市后，农夫山泉公司正式打响了广告“细菌战”。似乎一夜之间，世界的各个角落都布满了“东方树叶”的广告动画和宣传页。细到大型门户网站的漂浮广告，电梯媒体电视播的广告，大到大型赛事上的广告宣传板，央视黄金时段的形象宣传片，这种大面积大幅度无孔不入的强势广告轰炸，让消费者应接不暇地不得不自动吸进眼球、脑海、心灵。
不过“东方树叶”系列虽然有着充足的营销资源和优势，但在营销策略的制定和实践上却不尽人意。因此，现在再去超市，“东方树叶”系列产品便没有刚上市那会儿的好光景，从最佳的货架位置转移到了边角旮旯。
http://www.sztk.net
1、“东方树叶”秉承“农夫山泉”一贯的“天然、健康”的卖点，在产品的外包装上用晶莹剔透、光滑圆润的瓶体凸显出茶品纯净天然的直观形象。尤其是0卡路里的产品特征，是非常抢眼的市场卖点。符合广大消费者追求低热量的心理需求。
2、“东方树叶”在继“农夫茶”之后继续深化文化营销策略，以茶独具历史厚重感的外交形象——“东方树叶”为系列产品主题，选用四种各具文化内涵的名茶品种作突破口，升腾起了一整块横贯古今中外的文化祥云，在泛青春化的茶饮品市场爆炸出温雅知性的礼花。
3、外形的高气质高品位设计加上丰富的文化背书，让产品的差异化营销能迅速跃进眼球。
在一个多月来的试验性上市后，农夫山泉公司正式打响了广告“细菌战”。似乎一夜之间，世界的各个角落都布满了“东方树叶”的广告动画和宣传页。细到大型门户网站的漂浮广告，电梯媒体电视播的广告，大到大型赛事上的广告宣传板，央视黄金时段的形象宣传片，这种大面积大幅度无孔不入的强势广告轰炸，让消费者应接不暇地不得不自动吸进眼球、脑海、心灵。
不过“东方树叶”系列虽然有着充足的营销资源和优势，但在营销策略的制定和实践上却不尽人意。因此，现在再去超市，“东方树叶”系列产品便没有刚上市那会儿的好光景，从最佳的货架位置转移到了边角旮旯。
http://www.sztk.net
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