冠生园集团“大白兔”硬糖：品牌化决策的选择

本案例描述了冠生园集团＂大白兔＂硬糖系列的上市决策经过。＂大白兔＂品牌原只有牛奶软糖产品,而其主要的竞争对手先后纷纷推出了牛奶硬糖系列。冠生园集团为了适应市场变革、扩大市场份额,拟推出定位于年轻白领市场的＂大白兔＂硬糖系列＂优浓＂新品牌。在新产品上如何使用＂大白兔＂和＂优浓＂品牌名称就成为一个基本的决策问题。冠生园集团市场部采取比稿方式征求方案。最终,立新公司推荐担保品牌战略,强调广告口号与歌曲的方案脱颖而出。然而,＂优浓＂品牌推出市场6个月后,销量始终不太乐观。于是,冠生园集团市场部委托优迪咨询公司进行市场调查,探究个中原因。＂优浓＂品牌到底应该采用何种品牌化模式呢？

White Rabbit Hard Candy of Guanshengyuan Group:Decision on Branding Strategy

The paper describes the decisions making process by the Guanshengyuan Group to launch the White Rabbit hard candy.The brand of White Rabbit only had milk soft candy products,while its major competitors own hard items.Guanshengyuan Group plans to launch a new hard item branded Younong which is aimed at the young white-collar segment in order to adapt to market changes and expand its market share.How to use the brand names of White Rabbit and Younong becomes a basic decision problem.The marketing department of Guanshengyuan Group compares all the proposals from the advertising agencies and selects the Lixin＇s idea which preferred endorsed branding strategy and kept the emphasis on the advertising slogans and songs.Unfortunately,Younong＇s sales remains gloomy six months later.Hence,the marketing department of Guanshengyuan Group authorizes the Xianfeng Consulting Firm to find out the reasons.What kind of modification should be made to the branding strategy of Younong？