王老吉PPT学习教案.pptx

会计学
1
王老吉
catalog
1. Background
2. Ingredient And Function
3. Segmenting Market
3. Advertising strategies
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Background of Red Can Wong Lo Kat
Wong Lo Kat was created by Wang Zebang
The brand was divided into two branches in the early1950
Wanglaoji Pharmaceutical Co., Ltd.
The descendants of Wang’s family
JDB group
Red Can Wong Lo Kat
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The introduction to red can WONG LO KAT
The ingredient of Wong Lo Kat:
water, white sugar, grass jelly （仙草），egg flower （蛋花），microcos paniculata （布渣叶 ），chrysanthemum （菊花 ），honeysuckle （金银花），self-heal （夏枯草），licorice （甘草）
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The characteristic of WONG LO KAT
Sweet but little pahit (苦味的)
A taste of herbal medicines
(草药味)
3) Cool and comfortable
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The function of WONG LO KAT
It can thirst-quenching(消热解暑)，protect you from excessive internal heat.
2) relieve your sore throat,
fever and cure a cold.
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Segmenting Market  Which market segments they choose?
type of product it is?
they focus on?
range of people should focus on?
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What type of product it is?
(×) 1. Fruit juice or tea drink
Master. Kong(康师傅)
President Firm（统一）
Huiyuan Firm（汇源）
(×) 2. Soft-drink
Coca Cola, Pepsi
(√) 3. Functional beverage
功能性饮料
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Where they focus on?
(√)High demand:
Guangdong province
---The birthplace of Wong Lo Kat
Guangxi province
(×)Low demand:
North of China
(×)No demand:
Middle part of China
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What range of people should focus on?
(×)Children
(√)Young people
(√)Middle age people
(√)Old people
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