One, in name aspirant travel to build situation.

Wooden floor divides real wood floor, solid Mu Fu to join floor, aggrandizement floor board normally 3 kinds big. Zoology floor tells a young class that belongs to aggrandizement floor to be derived strictly, aggrandizement floor is belonged to in cheap floor, the price in the market already very transparent, and competition is intense. In the product name reach brand fixed position to go up, cannot floor of its range aggrandizement, l blurs of purpose its category attribute, let consumer do not understand it is real wood floor of purpose, still be aggrandizement floor, because apparently look very like real wood floor, give consumer be deliberately mystifying, let consumption have a kind of mysterious feeling, give consumption the sense that a new floor class was born.

2, borrow on consumer body situation.

According to the functional characteristic of ” of “ zoology floor, l separated target customer 2 kinds big, hope from this 2 kinds big in, find the brand that suits zoology floor most to locate, hope to use existing mature resource, abstract an unique brand sale technique from which.

1, the youth that pursues style: Zoology floor has variety novel sex, suit to go after the be fond of of fashionable youth very much.

2, those who adore vanity is medium low income estate: Zoology floor apparently look very like real wood floor, accord with sell what do not remove real wood floor to adore vanity again is medium the first selection of personage of low income estate.

Very apparent, the main function of ” of “ zoology floor slants overweight design and color is novel and be close to real wood, so, choose target market the group of two kinds of consumption that is pursuit vogue and love vanity is more appropriate.

Then, below the guidance that locates in such consumer, l mixes zoology floor fixed position model new class, read aloud around this entirely, the brand that had depth is integrated.

3, undertake lending strength on brand transmission.

After the function of the product that in sufficient understanding the target consumes group of outline and combines ” of “ zoology floor is characteristic, l abstraction gives the brand idea that accords with feature of target consumer psychology and competitive strategy.

1, mother brand is: Nature floor

2, L brand catchword: Embrace zoology floor, recursive nature

3, L brand appeals to seek a site: Zoology floor, green environmental protection, health is fashionable.

L lent mother brand ably the strength of nature, besides outside “ was used to return to nature ” on brand catchword, still used nature president in visualize of a few propaganda paterial, terminal (actually with L president it is same individual) individual figure photograph, making consumption very easy associate to L is out nature, be nature child brand, one's previous experience is house noble. Increased the reliability of L brand, reduced the cost that the brand spreads, although such doing, it is certain to have to nature mother brand overdraw and harm, nature also opens an eye to close a key point only.
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