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我wo們men在zai深shen廣guang兩liang地di做zuo完wan調tiao查zha以yi後hou，我wo們men告gao訴su他ta，絕jue對dui不bu要yao走zou低di端duan的de市shi場chang，怎zen麼me辦ban？你ni必bi須xu創chuang新xin你ni的de產chan品pin，選xuan擇ze一yi種zhong新xin的de戰zhan略lve，什shen麼me戰zhan略lve呢ne？站zhan到dao高gao端duan去qu，一yi個ge好hao的de牛niu奶nai，可ke不bu可ke以yi賣mai到dao18塊，25塊呢，可以，在什麼地方呢？在三星級以上的酒店，酒樓，以及酒吧裏，可以賣到18塊到25塊kuai，這zhe樣yang的de話hua，可ke以yi騰teng出chu足zu夠gou的de利li潤run空kong間jian，獎jiang勵li渠qu道dao的de經jing銷xiao商shang，所suo有you的de促cu銷xiao人ren員yuan，就jiu可ke以yi獲huo得de渠qu道dao的de最zui大da的de驅qu動dong力li。我wo們men怎zen麼me樣yang來lai占zhan位wei呢ne，我wo們men必bi須xu賦fu予yu這zhe個ge牛niu奶nai更geng多duo的de個ge性xing，它ta才cai能neng跟gen其qi他ta的de牛niu奶nai與yu眾zhong不bu同tong。在zai乳ru品pin巨ju頭tou競jing爭zheng非fei常chang激ji烈lie的de同tong時shi，這zhe個ge產chan品pin領ling域yu有you一yi個ge市shi場chang空kong隙xi，隨sui著zhe餐can飲yin業ye的de越yue來lai越yue發fa展zhan，在zai傳chuan統tong酒jiu類lei占zhan領ling的de餐can飲yin業ye餐can前qian飲yin料liao中zhong，乳ru品pin有you進jin入ru的de可ke能neng。這zhe個ge市shi場chang現xian在zai大da家jia都dou看kan見jian了le，有you越yue來lai越yue多duo的de人ren在zai外wai出chu吃chi飯fan的de時shi候hou不bu喝he酒jiu，而er以yi乳ru品pin代dai替ti。這zhe個ge市shi場chang是shi巨ju頭tou們men沒mei有you占zhan領ling的de，為wei什shen麼me沒mei有you占zhan領ling呢ne？因yin為wei這zhe個ge市shi場chang的de價jia值zhi鏈lian與yu巨ju頭tou們men普pu遍bian經jing營ying的de價jia值zhi鏈lian很hen不bu相xiang同tong。它ta的de一yi個ge售shou點dian銷xiao售shou總zong額e很hen小xiao，但dan對dui利li潤run的de要yao求qiu卻que相xiang對dui較jiao高gao。同tong時shi這zhe裏li的de消xiao費fei者zhe主zhu要yao是shi高gao端duan消xiao費fei者zhe，與yu超chao市shi和he食shi雜za店dian的de消xiao費fei者zhe也ye不bu一yi樣yang。我wo們men認ren為wei這zhe個ge市shi場chang是shi適shi合he卡ka士shi的de。
但dan是shi發fa現xian這zhe樣yang一yi個ge市shi場chang機ji會hui並bing不bu等deng於yu一yi切qie，而er僅jin僅jin相xiang當dang於yu一yi個ge企qi業ye戰zhan略lve。在zai這zhe個ge企qi業ye戰zhan略lve下xia還hai需xu要yao一yi係xi列lie的de相xiang應ying工gong作zuo。首shou先xian我wo們men認ren為wei，這zhe個ge乳ru品pin產chan品pin需xu要yao一yi個ge不bu一yi樣yang的de定ding位wei和he品pin質zhi，於yu是shi我wo們men給gei了le這zhe個ge產chan品pin一yi個ge比bi較jiao西xi化hua的de形xing象xiang。它ta的de外wai在zai形xing象xiang是shi一yi個ge北bei歐ou牧mu場chang的de鮮xian牛niu奶nai交jiao貨huo場chang景jing，產chan品pin的de包bao裝zhuang是shi歐ou化hua的de，用yong素su描miao的de方fang式shi呈cheng現xian出chu不bu同tong凡fan響xiang的de格ge調tiao，這zhe個ge形xing象xiang給gei了le卡ka士shi兩liang個ge含han義yi，它ta是shi新xin鮮xian的de、同時它是有點西化的。另外，我們還給了它一個不同的名稱：活均奶。卡士英文名CLASS KISS,,譯成中文是格調之吻，經典之吻的意思，很符合消費者的心理感受，（如(ru)果(guo)產(chan)品(pin)是(shi)要(yao)呈(cheng)現(xian)事(shi)實(shi)的(de)話(hua)，那(na)麼(me)品(pin)牌(pai)所(suo)要(yao)呈(cheng)現(xian)的(de)是(shi)超(chao)越(yue)事(shi)實(shi)的(de)感(gan)受(shou)，新(xin)營(ying)銷(xiao)提(ti)醒(xing)企(qi)業(ye)消(xiao)費(fei)者(zhe)不(bu)僅(jin)要(yao)賣(mai)事(shi)實(shi)本(ben)身(shen)，也(ye)就(jiu)是(shi)產(chan)品(pin)的(de)實(shi)用(yong)功(gong)能(neng)、品質特點，人們還要購買對該產品的感受，有時感受會比事實本身還重要），當然，卡士對品質的要求也被提得相當之高。綜合下來說，我們是要一個高端的品質和高端的外在形象，當然價格也是比較貴的。
如ru果guo說shuo，它ta是shi一yi個ge酸suan奶nai的de話hua，我wo們men給gei他ta換huan一yi個ge名ming字zi叫jiao活huo菌jun奶nai，變bian成cheng了le一yi個ge健jian康kang新xin型xing的de奶nai製zhi飲yin料liao。僅jin有you這zhe個ge還hai不bu夠gou，消xiao費fei者zhe更geng要yao喝he的de是shi一yi種zhong感gan受shou，所suo以yi我wo們men要yao賦fu予yu他ta品pin牌pai，卡ka士shi，經jing典dian之zhi吻wen，任ren何he好hao的de牛niu排pai餐can廳ting都dou知zhi道dao，除chu了le提ti供gong一yi份fen好hao的de牛niu排pai之zhi外wai，還hai必bi須xu為wei顧gu客ke提ti供gong全quan麵mian的de感gan官guan體ti驗yan。比bi如ru說shuo做zuo工gong精jing細xi的de牛niu排pai餐can刀dao，暗an淡dan的de燈deng光guang等deng等deng，就jiu是shi這zhe些xie看kan似si並bing不bu起qi眼yan的de東dong西xi，增zeng加jia了le牛niu排pai的de附fu加jia值zhi，把ba他ta放fang到dao這zhe樣yang做zuo工gong精jing細xi的de牛niu排pai餐can刀dao的de邊bian上shang，暗an淡dan的de燈deng光guang，浪lang漫man的de燭zhu光guang和he音yin樂le裏li麵mian的de時shi候hou，這zhe塊kuai牛niu排pai就jiu身shen價jia十shi倍bei，呢ne也ye不bu會hui覺jiao得de貴gui。這zhe就jiu是shi我wo們men要yao為wei卡ka士shi塑su造zao的de這zhe種zhong感gan官guan體ti驗yan，我wo們men要yao為wei他ta打da造zao一yi個ge全quan新xin不bu同tong的de位wei置zhi。格ge調tiao，卡ka士shi素su求qiu的de是shi白bai領ling，以yi女nv性xing為wei主zhu的de，在zai酒jiu桌zhuo上shang，往wang往wang女nv性xing沒mei有you選xuan擇ze，如ru果guo能neng提ti供gong一yi個ge健jian康kang的de，活huo化hua的de，均jun衡heng的de，不bu讓rang她ta長chang胖pang的de飲yin料liao，她ta會hui首shou先xian選xuan擇ze的de，作zuo為wei在zai酒jiu桌zhuo上shang的de替ti代dai品pin。所suo以yi他ta的de定ding位wei就jiu是shi高gao檔dang的de佐zuo餐can飲yin料liao。這zhe是shi我wo們men用yong了le一yi個ge雷lei諾nuo名ming畫hua，雷lei諾nuo喝he下xia午wu茶cha了le，放fang在zai上shang麵mian的de不bu是shi下xia午wu茶cha了le，而er是shi卡ka士shi，這zhe是shi它ta的de包bao裝zhuang。潔jie白bai的de包bao裝zhuang上shang，沒mei有you出chu現xian牛niu的de圖tu案an，所suo有you的de牛niu奶nai包bao裝zhuang沒mei有you牛niu還hai是shi牛niu奶nai包bao裝zhuang嗎ma？我wo們men就jiu一yi個ge牛niu都dou沒mei有you，我wo們men就jiu是shi這zhe隻zhi狗gou拉la著zhe一yi個ge馬ma車che，上shang麵mian放fang了le幾ji個ge奶nai瓶ping子zi，沒mei有you人ren覺jiao得de這zhe不bu是shi牛niu奶nai，這zhe不bu高gao檔dang，都dou覺jiao得de他ta這zhe麼me高gao檔dang，這zhe麼me漂piao亮liang。
這是放在終端促銷的物料，廣告語非常簡單，來吧，KISS ME，我wo是shi卡ka士shi活huo菌jun奶nai，因yin為wei我wo是shi經jing過guo活huo化hua的de牛niu奶nai，所suo以yi更geng爽shuang口kou，更geng好hao喝he，同tong時shi我wo們men的de營ying養yang成cheng分fen特te別bie均jun衡heng，絕jue對dui讓rang你ni身shen體ti健jian康kang，充chong滿man活huo力li，來lai吧ba，吻wen我wo吧ba，享xiang受shou我wo吧ba。
懸念的報紙廣告，誰來吻我，以及五秒的廣告標板，在電視台播出，一個母牛對著電視屏幕大喊KISS ME，在zai不bu到dao兩liang年nian的de時shi間jian裏li麵mian，在zai深shen廣guang兩liang個ge地di方fang，就jiu做zuo了le一yi個ge億yi的de銷xiao量liang，但dan是shi廣guang告gao費fei花hua了le不bu足zu一yi百bai萬wan。它ta的de成cheng功gong實shi際ji上shang並bing不bu是shi它ta的de本ben身shen的de，從cong產chan品pin來lai講jiang，也ye是shi一yi個ge很hen普pu通tong的de產chan品pin，不bu過guo是shi酸suan奶nai的de改gai進jin版ban而er已yi，它ta的de成cheng功gong，更geng是shi因yin為wei占zhan據ju了le一yi個ge非fei常chang好hao的de市shi場chang位wei置zhi，在zai這zhe個ge位wei置zhi上shang，光guang明ming沒mei有you發fa現xian，伊yi利li沒mei有you發fa現xian，達da能neng也ye沒mei有you發fa現xian，卡ka士shi發fa現xian了le這zhe樣yang的de高gao端duan的de定ding位wei，這zhe樣yang的de市shi場chang無wu人ren競jing爭zheng。所suo以yi他ta以yi迅xun速su的de攻gong擊ji市shi場chang的de方fang式shi，搶qiang占zhan了le這zhe個ge位wei置zhi，獲huo得de了le市shi場chang給gei他ta的de最zui大da的de回hui報bao！
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