Time: 2007-03-15 07:00

Good family style often broadcast on television ads have two, one is nicknamed "Mr. Toilet" man - endorsement of the BBK cordless phone sat on the toilet and became famous; riding in a limousine in an internal emergency to ask a foreign sister for paper towels to go to the toilet, but the performance of the time to let the people. Endorsement of BBK cordless phone sitting on the toilet and named; ride in a limousine when the internal emergency, to a foreign sister to ask for paper towels to the toilet, but the performance of the time but let people think it is in the molestation of others, and the last advertisement slogan - "the critical moment, or good family style", more people think that the good family style can only be used in the case of a good family style. even makes people think that good family manners can only be used when going to the toilet. Another baby advertisement says that its paper is sterilized by high temperature, but when it is shown, it adopts a contrasting technique. However, the left side is "Good Housekeeping Tissue Paper that has been sterilized by high temperature", while the right side is "Good Housekeeping Tissue Paper that has not been sterilized by high temperature", which makes people wonder whether Good Housekeeping is the best way to make people feel good about themselves, or whether it is the best way to make people feel good about themselves. People don't know what to think, is there two different quality standards for good family manners? To the back of what mothers care about their children is even more puzzling, is the Good Home Wind is specifically for babies with paper towels? These two inconsistent advertisements of Good Housekeeping have been shown repeatedly on TV and are still being shown. This makes us wonder, leaving aside the creativity of the ads, the starting point of the two ads is completely different, one seems to be targeted at personal hygiene care paper, while the other seems to want to get a share of the baby paper market. For personal paper, according to the consumption occasions to divide, can be divided into two kinds of home paper (in the family or personal portable use) and food and beverage paper (in a variety of food and beverage occasions provided by the business use). In comparison, the household market is a huge market, and in the household market we can subdivided into personal hygiene care paper, dining paper and special paper (such as special paper towels for babies). Judging from the performance of the advertisements of Good Housekeeping, it seems that it is focusing its main efforts on household paper, but two different advertisements, one of them is positioned in the insulated hygiene care paper and the other is positioned in the paper for babies. It would be fine if the two advertisements were for two sub-brands under the brand name Good Housekeeping, but in fact there was a unified "Good Housekeeping" brand, which naturally left consumers at a loss after watching the advertisements. From the confusion in the performance of the advertisements, we have reason to believe that the marketing strategy is confused. If the advertisement is the face, then the enterprise marketing strategy is the bottom, the face of how, depending on the bottom, the good home wind on the surface of the confusion, also reflects the bottom of the confusion. From the advertisement of Good Home Wind, we can see the confusion of its brand positioning - since it has chosen the family market as its target market segment, then it should put the overall target on the family market as a large scope, and use a unified brand "Good Home Wind" on the family paper. ". If you are optimistic about personal hygiene care and baby paper towels, a more segmented market, then you can develop sub-brands to enter, or simply use the brand in this more subtle market on a good home wind. But the good home wind obviously seems a little impatient, want to use a brand in these two different markets at the same time harvest, the result is a nose, left and right is not a person. In the paper towel market, the general meal paper - or used to wipe the mouth and hands of paper towels, has been Vinda, Heart to Heart and other brands to occupy, a good home wind choice not to enter this market shows that the initial positioning of the business is still correct. And the current family personal hygiene care paper market lack of brand this indisputable fact, by the good family wind see also shows its marketing staff on the segmentation of the keen observation of the market, but the problem happens to be in the actual choice of this market segment, because the good family wind obviously still want to make a mark in the baby paper market - must admit, the parents do not care about baby products, but also want to make a difference. Parents really do not count the cost for baby products. But this market already has Johnson's non-woven wipes in the front, good wind and then enter the obvious is difficult to gain the trust of consumers. From the good wind of the advertisement can be seen in its swing in the two different segments of the market between the attitude, and this swing attitude, but also can reflect the lack of confidence in its corporate personal hygiene care paper this market segment. This is also a lot of good home wind like this business often make the mistake: in just after the development, do not know how to position themselves in the enterprise, on what do not want to lose, so we have to choose to eat all the way up. It is a pity that there is no such a good thing as an all-you-can-eat. From this point of view, the current marketing strategy of Good Home Style, is a failure. If you continue to put the existing advertisement, the loss caused to the good family wind is bound to be greater. From the point of view of enterprise marketing strategy, good home wind should put all the efforts on personal hygiene care paper this market segment, one is no advantageous brand, the second is its Mr. toilet advertisement more or less in the minds of consumers have left a memory, the third is that this market is really huge, and with the people's quality of life improved, we are in the toilet paper towel requirements are also increasing. The fourth is that its second advertisement can still be continued as a selling point after changing the ending, without wasting corporate resources. Source: World Brand Lab

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