上一篇
下一篇
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
文章来自: 
引用通告: 
Tags: 评论: 566 | 引用: 0 | 查看次数: 58533
Hi my friend! I wish to say that this article is awesome, nice written and include almost all significant infos.
I'd like to look more posts like this .
I'd like to look more posts like this .
Appreciate it! It is definitely an remarkable web page.
Hi there to every one, it's in fact a fastidious for me to visit this website, it contains priceless Information.
I am not real fantastic with English but I line up this rattling leisurely to read.
Great web site you have got going here.
I almost never comment, however i did some searching and wound up here 包装设计：“东方树叶”农夫山泉包装.
And I do have some questions for you if it's allright. Could it be only me or does it appear like some of these remarks appear like they are coming from brain dead folks? :-P And, if you are posting on additional online social sites, I'd like to keep up with anything new you have to post.
Could you make a list of the complete urls of your public pages like your twitter feed, Facebook page or linkedin profile?
And I do have some questions for you if it's allright. Could it be only me or does it appear like some of these remarks appear like they are coming from brain dead folks? :-P And, if you are posting on additional online social sites, I'd like to keep up with anything new you have to post.
Could you make a list of the complete urls of your public pages like your twitter feed, Facebook page or linkedin profile?
Hi my friend! I want to say that this post is awesome, nice written and come with almost all vital infos.
I would like to look more posts like this.
I would like to look more posts like this.
On your Paris trip ensure you add the famous Champs Elysees to your list of places to check out; it's going to give you many famous designer shops and good restaurants.
However, it's possible that sourdough starter could possibly be combined with the ingredients to prolong the shelf-life from the breads. Here, overlooking the Capital he so loved, he was torn between upholding his commission with all the Union Army or taking on his sword in honor of his homeland, the Commonwealth of Virginia.
However, it's possible that sourdough starter could possibly be combined with the ingredients to prolong the shelf-life from the breads. Here, overlooking the Capital he so loved, he was torn between upholding his commission with all the Union Army or taking on his sword in honor of his homeland, the Commonwealth of Virginia.
I adore this website - its so usefull and helpfull.
发表评论
And he actually bought me lunch since I found it for him smile Thus let me rephrase that: Thank you for lunch!