Apr 06, 2022
In Do It All From Your Phone
Mengniu took advantage of the college entrance examination and launched the "college entrance examination milk". However, the shelf life of milk is relatively short, and it can only be sold for half a month. The author of this article text messagte service analyzes this issue from the perspective of marketing, and summarizes his own views, let's take a look~ The college entrance examination season, as usual, is a peak season for major brands to "accompany the examination" and marketing. However, the 2020 college entrance examination was postponed for a month due to the new crown epidemic, and returned to July before the new century; and in this wave of college entrance examination marketing, Mengniu also made a breakthrough and launched the college entrance examination test milk, various kinds of The subject test questions are printed on the milk carton, which is a hard-core test for the college entrance examination. Mengniu released a set of specially packaged milk on its official Weibo account: "The following rare words, which ones are polyphonic", "Observing the direction of the text messagte service moon from the earth"... There are so many, including geography, language, mathematics, English, physics, chemistry, etc. Knowledge points and exam questions in multiple disciplines. Obviously, this is a wave of blatant marketing. Most of the candidates are estimated to be under the sea of questions every day, and they are not interested in buying a bottle of milk to practice their skills. This "seasonal fresh food" launched half a month before the college entrance examination. ", nine times out of ten, it can only be "expired" after the exam. Fortunately, the shelf life of milk is relatively short, just half a month, just in time for the next batch to change the packaging. It's just that it only sells for half a month, and the sales are not optimistic. If you are accidentally text messagte service brought into the examination room by the examinee, is it really meaningful to "get into trouble"? 1. College entrance examination marketing that has little to do with candidates According to Mengniu's official statement, the purpose of this is to demonstrate its brand proposition of "be strong" in 2018. The consumption scene of the college entrance examination is in line with the promotion of brands and products, that is, at a major turning point in life, consumers are given not only physical but also spiritual strength. This is obviously a bit of a joke. I am afraid that it is difficult for consumers to feel how much stronger in such a marketing.