3年拿下行業第一,它到底經歷了什麼?

香港作為一個國際化都市,是連接內地和國際市場的有效橋樑,故而成為各類產品集中的兵家之地。國產品牌以香港為突破點打入國際市場,進口品牌則通過香港為進駐中國內地打好基礎,所以,如何在香港眾多競品中搶占市場一直是各大品牌的議題 。

香港上市公司金活醫藥集團(股票代碼:01110.HK)是中國醫藥界的“名牌代理”,主要在中國從事品牌進口藥品及保健品的分銷,為中國藥品及保健品百強進口商之一。 2014年10月金活醫藥集團代理的美國產品康萃樂益生菌進駐香港市場。

靈臻傳播集團以獨特的中港優勢背景和資源,以打造“香港益生菌品類NO.1”為目標,香港靈鋒廣告整合全媒體推廣康萃樂品牌,僅3年間,成功助力康萃樂實現從新品牌上升至行業第一。

2017年10月11日,這一成功案例在《紫荊國際獎—香港及內地廣告行業創意評選》中榮膺“最佳廣告策劃大獎”。

全程圍繞“打造香港益生菌品類NO.1”的目標
以“分階段快速引爆+長期滲入”的策略
發起一場品牌傳播戰役:

超級定位—最專業的益生菌品牌—您的腸道健康專家

康萃樂益生菌是美國銷量第一和美國兒科醫生推薦的品牌,具備成為“行業領導者”的能力。而人們往往對銷量遙遙領先的品牌深感興趣。

根據產品特色,抓住消費者天生的從眾心理,從產品品質本身出發,打造專業品牌形象,從而與其他益生菌類品牌形成明顯區隔。

很多產品打入新市場時,喜歡打情感牌。常常塑造“用了產品生活更幸福”的形象,來博取消費者的信任。而在康萃樂項目上,我們反其道而行之,不靠故事渲染,而是靠產品本身說話。

 

超級傳播——分階段快速引爆+長期滲入

針對香港內地兩地的媒體環境和消費者對廣告的接受方式及程度的差異,精準細分目標受眾——香港本土消費者和內地來港消費者,制定對應傳播策略:

1.香港本地白領人群
根據該人群最易接觸日常通勤的交通沿線、商業區

精準投放媒體區域:

2. 香港女性特別是家庭主婦為主

除了交通出行外,這一人群接觸的媒體雜誌類居多,注意力停留時間長,且易受軟性廣告及重複廣告刺激。

針對於此,不斷重複加深品牌印象,激發購買行為的策略是有效的傳播方式。

3. 內地自由行旅客
該人群為重度地鐵使用者,易於各大中轉站和購物熱站集中停留,假日是旺季,結合口岸、地鐵等媒體接觸,全方位廣告呼應易加深受眾印象,提升品牌知名度,促進購買。

實現產品銷量、品牌知名度的雙提升

美國康萃樂益生菌雖然是美國知名品牌,但是未進駐香港之前香港本土知名度不高。

香港靈鋒廣告通過對行業、產品特點、目標受眾的準確分析,制定“細分階段、精準引爆、長期滲入”的全方位營銷整合計劃,直擊“打造香港益生菌品類NO.1”靶心。

獲得銷量激增的同時,快速提升品牌高度。短短3年左右,康萃樂益生菌就成為行業領先者,實現年增長率翻倍,在香港各渠道銷量領先。

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