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近几年来,伊利冰品的主打产品系列依次有“苦咖啡”、“四个圈”、“巧乐兹”、“真棒”等,这其中真棒的表现最差,前几个产品上市第一年销售额均在1.2亿元以上且均持续销售至今。分析真棒市场表现不佳的原因,其定位和传播均有先天不足:1.真棒的产品定位较之前几年以巧克力作为重要内容物之一的主打产品(如四个圈、巧乐兹等)没有新意,而在商品化过程中,“真棒”的命名与目标消费群的情感沟通和共鸣也
In recent years, the main products of Erie ice product series are “bitter coffee”, “four circles”, “Qiao Lizi”, “awesome”, etc., of which the awesome performance Worst, the first few products listed in the first year sales of more than 120 million yuan and have continued sales so far. Analysis of awesome market, poor performance, its positioning and dissemination are inherent: 1. Awesome product positioning than in previous years, chocolate as an important content of one of the main products (such as four circles, Qiao Lizi, etc. ) There is nothing new, and in the process of commercialization, “awesome ” naming and emotional communication with the target consumer groups and resonance