声音简介
“Or,”the executive recalled,“the customers could say,‘I could drink a V8,and get all the nutrition that I promised Mom that I'd get, but with a fraction of the effort and time!””Once the makers of V8 had that realization,the ad campaign changed to focus on how the drink provided the required daily vegetable servings. It worked. The executive recounted that V8 quadrupled its revenues within a year of their decision to position it on a different job, allowing it to compete against its inconvenient competitors: vegetables.
在阅读了我和我的同事写的一篇关于根据要做的工作来定位产品和细分市场的优势的论文后,他们意识到他们的商品有另外的优势,V8竞争力更强的是:提供蔬菜的营养。我们大多数人离家时都向母亲承诺,为了保持健康,我们会吃蔬菜。但是吃新鲜蔬菜需要去皮、切片、切丁和切丝,然后煮沸、烘烤或以其他方式处理蔬菜——所有这些都是为了我们可以吃到一种我们大多数人都不真正喜欢的食物。
“或者,”这位高管回忆道,“顾客可以说,‘我可以喝一杯V8,获得我向妈妈承诺过的所有营养,但只需要很少的努力和时间!”“V8的制造商意识到这一点后,广告就转向关注这种饮料如何提供日常所需的蔬菜,最后成功了。这位高管回忆说,在他们重新定位V8后的一年内,V8的收入翻了两番,赢了那个不方便的竞争对手:蔬菜。
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