Ad Performance: put an end to follow suit, opposition positioning.
When the market has been a clear leader in positioning, brand strategy must be backward for the former, must not blindly follow suit. To Barker and as the representative of the Chinese cold medicine market dispute, which set an example.
China Kangtai Ke 1989, by virtue of the unique sustained-release capsule technology, first established a strong national brand. Its ads are "an early one night, stay away from cold distress" at that time generally six hours of eating a cold medicine, established a "long-term" positioning. 1993 then entered China's Taino, the reliance on "30 minutes alleviate flu symptoms" aspirations of success, defined as "quick effect", and Kang Taike tit-for-tat. Barker and introduced, have been the end of 1994, foreign markets have double-entrenched, how do » Barker and no follow-up Kang Taike or Taino, but in the long-term, quick effect, the "white-day service, not slumbered; night-black clothes, sleep Xiang", the two leaders will be re-defined Heibaibufen for the cold medicine, is their "day and night-clothes." This is a very good on vertical positioning, after Barker and Pingci positioning into the top three brands as well.
Proposal: "day and night-clothes" is a great prospect of the mass-targeting, Wu Xiaoli, "performance is so self-confidence" category limited to the maintenance of their own, white and black real growth impetus came from competitors for the re-positioning, which make the "day and night Sub-service "mentality of resources.
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