情景定位策略
情景定(ding)(ding)位策略是將(jiang)品(pin)(pin)牌與特(te)定(ding)(ding)環境、場(chang)合下產品(pin)(pin)的使用(yong)情況和方法聯系起(qi)來。以喚起(qi)消費者(zhe)在(zai)特(te)定(ding)(ding)情景下對該品(pin)(pin)牌的聯想。雀巢公司(si)曾就雀巢咖啡(fei)(fei)的飲(yin)用(yong)狀況作了一項調(diao)查發(fa)現在(zai)9種環境下消費者(zhe)飲(yin)用(yong)雀巢咖啡(fei)(fei):
“八點(dian)(dian)(dian)(dian)以(yi)(yi)后(hou)”馬克力薄(bo)餅(bing)聲稱(cheng)是“適合(he)八點(dian)(dian)(dian)(dian)以(yi)(yi)后(hou)吃的(de)(de)甜(tian)(tian)點(dian)(dian)(dian)(dian)”,米開威則自稱(cheng)為(wei)“可在(zai)(zai)兩(liang)餐之間(jian)(jian)吃的(de)(de)甜(tian)(tian)點(dian)(dian)(dian)(dian)”。它們在(zai)(zai)時段上(shang)建立7區分。八點(dian)(dian)(dian)(dian)以(yi)(yi)后(hou)想(xiang)吃甜(tian)(tian)點(dian)(dian)(dian)(dian)的(de)(de)消費(fei)者會自然而然的(de)(de)想(xiang)到“八點(dian)(dian)(dian)(dian)以(yi)(yi)后(hou)”這個品牌;而在(zai)(zai)兩(liang)餐之間(jian)(jian)的(de)(de)時間(jian)(jian),首(shou)先會想(xiang)到米開威;康(kang)寶定位于(yu)午餐用的(de)(de)湯。配合(he)這一(yi)定位,它一(yi)直以(yi)(yi)來不(bu)斷地在(zai)(zai)午間(jian)(jian)通過電臺(tai)廣告宣傳(chuan),提起午餐湯,康(kang)寶就(jiu)會冒上(shang)人們的(de)(de)心頭。