首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
Laundry is, after all, just laundry. Except when it’s not. And Procter & Gamble Co. recently realized that Tide, its segment-dom
Laundry is, after all, just laundry. Except when it’s not. And Procter & Gamble Co. recently realized that Tide, its segment-dom
admin
2010-01-13
97
问题
Laundry is, after all, just laundry. Except when it’s not. And Procter & Gamble Co. recently realized that Tide, its segment-dominating cash cow, despite adding three share points in the past year for a total 42% of the category, was in jeopardy of slipping into mere commodity status. That’s when consumers buy on price and habit, which can spell the end of brand growth.
The problem. Tide for the past four years had only advertised mundane stain-fighting messages. Such creative indifference hardly did justice to an iconic brand so cool that Kevin Roberts, CEO of Tide agency Saatchi & Saatchi, wrote in his book, Love marks. The Future Beyond Brands. "I saw Neil Young in a recording studio wearing a sleeveless T-shirt with a Tide logo, and it just screamed possibilities."
So, in an attempt to cultivate Tide’s inner "love mark," new ads now dismiss the notion that laundry detergent is a mere commodity. Instead, they reflect P&G’s conviction that the " relationship" women—they’re not bothering with men—have with their laundry goes well beyond cleaning grass-stained T-shirts.
Indeed, the effort is part of a company wide strategy to reestablish bonds between customers and all of its brands,no matter how mature or mundane Lynne Boyles, P&G global vice-president for advertising, says the company is on a mission to unearth and cultivate the deep connections people have with its products.
"We are striving for that with all of our brands."
The P&G team concluded that it needed more than Marketing 101 ads. One TV commercial depicts a pregnant woman spilling ice cream on the last shirt that fits. Another shows a mother in white pants rushing from her office today care and then with her daughter to a park. The message: Tide lets women focus on the important things. The new slogan says little about cleaning. Instead, "Tide knows fabric best" is meant to encompass the broader range of Tide products on the shelf today.
The Tide ads reflect the mandate of P&G marketing chief James Stengel that brands must speak to consumers eye-to-eye rather than relentlessly driving product benefits. Behind the strategy lies the cold truth that product benefits are quickly copied, whether it’s cleaning power or diaper absorbency. So P&G is putting more capital into how a consumer feels toward a brand, a value harder to replicate. As the market leader, P&G’s best course is to "stake out the emotional high ground," says Graham Woodall, executive creative director at ad agency JWT Worldwide.
Kevin Roberts acknowledges that ______.
选项
A、the problems for Tide lies in its overall advertisement strategy
B、the advertisement theme for Tide is unique and cool
C、Tide should invite singer to shot TV commercials
D、stain. fighting message can always meet with customer’s demands
答案
A
解析
第4段第1句,问题是过去四年里Tide的广告只是向大众宣传去除衣服上污渍这一普通功能。后面又说这种广告战略与Tide卓越的品牌形象难以匹配。因此Kevin Roberts判定问题处在广告战略上。
转载请注明原文地址:https://kaotiyun.com/show/Xemi777K
0
在职申硕(同等学力)英语
相关试题推荐
Scientistsarehopingtoeliminatemalaria(疟疾)bydevelopingageneticallymodifiedmosquitothatcannottransmitthedisease.
InTheBirthOrderBookWhyYouAretheWayYouAre(2004),Dr.KevinLemannotesthat21ofthefirst23Americansinspacewer
Conventionalwisdomaboutconflictseemsprettymuchcutanddried.Toolittleconflictbreedsapathy(冷淡)andstagnation(呆滞).
Whydoesavegetarianrestaurantmakeitsdishesresemblemeatineverywayexcept______?
A:Hello,Mr.Smith.ThisisLarryJackson.IamafraidIwon’tbeabletoarriveontimeforthemeetinginyouroffice.B:____
A:______ifyou’dservemeasquicklyaspossibleasI’vegotanappointmentattwofifteen.B:I’lldomybest,Madam.
IfthereisonethingcertaintogetBraziliansontheirfeet,itistheRioCarnival(狂欢节).HeldinRiodeJaneiro,thecountry
IfthereisonethingcertaintogetBraziliansontheirfeet,itistheRioCarnival(狂欢节).HeldinRiodeJaneiro,thecountry
Mr.Johnsonevidentlyregardedthisasagreatjoke.
Mr.Johnsonevidentlyregardedthisasagreatjoke.
随机试题
求不定积分
药物鉴别反应A、加酸产生白色沉淀B、与硝酸银反应产生黑色沉淀C、麦芽酚反应D、硫色素反应E、三氯化锑反应维生素A
某市政府为鼓励市属酒业公司多创税利,市长与酒业公司董事长签订合同约定:酒业公司如果完成年度税收一百万元的指标,第二年董事长和全公司职工都可以加两级工资。该合同属于()性质的行为。
招标人与中标人不按照招标文件和中标人的投标文件订立合同的,下列说法正确的是( )。
企业产品的竞争力,主要取决于产品自身的性价比,当企业的产品定价不再具有竞争力或质量出现不稳定状况时,可能会产生经营上的问题。()
计算机中访问速度最快的存储器是()。
下列选项中,民居建筑与地域对应不正确的是()。
某商场在促销活动期间贴出醒目告示,“本商场家电一律试用20天,满意者付款”。王某从该商场搬回冰箱一台,试用期满后退回,商场要求其支付使用费100元。下列哪一种说法是正确的?()
印度德里苏丹时期实行国家土地所有制,苏丹以服军役为条件分封给穆斯林战士的土地称为
在“学生”表使用“照片”字段存放照片,在使用向导为该表创建窗体时,“照片”字段使用的默认控件是
最新回复
(
0
)