中外案例对比

Case Study Comparison

爆果汽星座瓶开拓年轻群体

爆果汽这款产品是健力宝公司旗下的一种饮料，早在10多年前就已经推向市场，曾经引领饮料潮流，在中国饮料含气果汁的史册中画上了浓重的一笔。但是，由于产品质量、公司资金链等原因，爆果汽已经在江湖中销声匿迹好多年。2014年3月，在多次调研、分析、尝试之后，爆果汽重出江湖，成为健力宝集团2014年重磅推出的含气型果汁饮料。

爆果汽以其独特的口味、时尚的品牌代言人，吸引了追求欢乐、富有活力、乐于拼搏的年轻消费群体的关注。根据对年轻消费群体的调查研究，爆果汽突出个性与时尚，而且还增添了健康和营养元素，为产品注入更多的年轻和活力，迎合年轻消费者的需求。

2015年，健力宝集团对爆果汽进行了品牌推广战略上的改变，以星座题材为主打的新包装，星座物语彰显个性化。

活力充沛、追求时尚、个性十足的年轻群体是饮料的主要销售对象。为了吸引这一群体的购买，近年来各个饮料品牌各出奇招。除了追求口味独特、外包装造型追求新颖、邀请年轻人热捧的明星作为代言人外，在包装内容上也越来越追求个性化。如歌词瓶、心情瓶、大冒险包装等，在饮料市场上比比皆是。这些内容设计都是为了引起年轻消费者在某一方面的共鸣，从而使消费者认可饮料品牌的品牌主张，让消费者形成购买某一品牌饮料的习惯。

2014年，爆果汽邀请了台湾知名歌手萧敬腾作为品牌代言人，其阳光、活力的气质为爆果汽招揽了一大批“粉丝”。2015年，爆果汽选择了更为个性化的品牌推广道路，在产品外包装的内容上做文章，推出了十二星座个性物语瓶。

众所周知，源于西方的十二星座已经成为年轻一代耳熟能详的神秘学体系。除了一些关乎占卜的虚幻色彩外，每个星座所代表的不同个性，也让年轻人欣然接受并津津乐道。十二星座已经成为年轻人标注个人特色的一种个性化标签。

为了更好地贴近年轻消费群体的生活态度，爆果汽创新的百变星座物语包装设计了幽默化的插画，演绎不同星座的个性特点。星座物语用网络化语言表达，浅显易懂地表达出不同星座的特色。如完美主义的双子座、霸气的狮子座、爱幻想的双鱼座、腹黑的天蝎座等。此外，健力宝集团对年轻消费者进行了广泛深入的市场调研，了解其偏好，并根据调研结果，爆果汽品牌为每款星座物语瓶设计了不同的星座文案，借用网络上流行的段子来加强个性化印象。爆果汽品牌希望以此吸引年轻群体购买属于自己星座的包装，使爆果汽也成为年轻群体个性化标签之一。

（资料来源：节选自健力宝官网，http://www.jianlibao.com.cn/jlb/List.asp?t=1&no=217，2015.2.6）

Pepsi Drinkers“Live for Now”

Pepsi has long pitched itself to a now-generation of youthful cola drinkers, those young in mind and spirit. Almost 50 years ago, the brand invited consumers to“Come Alive! You're the Pepsi Generation!”But recently, PepsiCo's flagship cola brand began losing some of its youthful fizz. The Pepsi brand was dropping from its perennial number-two position to number three, behind both Coca-Cola and Diet Coke. The embarrassing market-share slip sent a strong signal: The brand's positioning needed a pick-me-up.

To diagnose the issues behind the slide and find answers, PepsiCo launched an intense global consumer research effort. It set out to rediscover just what it is that makes Pepsi different from Coke. The company created a secretive, high-level research task force, and the group embarked on an exhaustive nine-month worldwide search for new consumer insights. It poured through reels of past Pepsi advertising. It fielded traditional focus groups, in-depth personal interviews, and lengthy quantitative surveys. Researchers and top executives participated in ethnographic studies,“moving in”with customers, observing them as they went about their daily lives, and immersing themselves in cultures throughout North and South America, Asia, Europe, Africa, and Australia.

The Pepsi research team discovered that the long-time iconic brand had lost sight of what it stood for and the role it played in customers' lives. Pepsi no longer had clear positioning that defined the essence of the brand, drove marketing and innovation, and fueled consumer engagement. In only the past few years, for example, Pepsi's positioning had jumped around from“Every Pepsi Refreshes the World”to“Summer Time Is Pepsi Time”to“Where There's Pepsi, There's Music.”So what does Pepsi mean to consumers? The research task force boiled its extensive findings down to two simple but powerful customer insights. Whereas Coke is timeless, Pepsi is timely. Whereas Coca-Cola drinkers seek happiness, Pepsi drinkers seek excitement. Coca- Cola stands for moments of joy and happiness, and for protecting the culture and status quo.In contrast, Pepsi stands for creating culture rather than preserving it, and Pepsi customers would rather lead an exciting life than a happy one. Whereas Coca-Cola means belonging, Pepsi embraces individuality.

Interestingly, such insights hark back to the old, youthful“choice of a new generation”positioning that built the Pepsi brand so powerfully decades ago. And despite its recent slide, Pepsi remains a formidable brand. Although it has never been the leading cola, Pepsi has always acted as if it were. Looking forward, the key will be to regain that boldness and swagger.

The result is a new global marketing campaign called“Live for Now.”Giving a kind of modern twist to the brand's classic“Pepsi Generation”positioning, the campaign provides a new rallying cry for the next generation of Pepsi drinkers.“Live for Now”is designed to shape culture, capture the excitement of the moment, and reestablish Pepsi's connection with entertainment and pop culture. The“Live for Now”campaign tells young consumers that there's nothing wrong with wanting something now, which is said by a senior PepsiCo India marketer.

(Source: Adapted from Gary Armstrong and Philip Kotler. Marketing: An Introduction (12th edition), Harlow: Pearson Education, Inc., 2015, pp.125-126)