Ginseng is an aged and long-forgotten health supplement. It's not hot compared with Lingzhi and Cordyceps. If you were the marketer of 正官庒, the one and only leading brand in the ginseng category, what would you do to revitalize this category ? Here is the attempt : re-positioning the overall brand to males, white collar, aged 30+ and different SKUs to different usage occasions and locations : powder for indoor, capsule for outdoor and essence liquid for business trip. What's more, giving the brand a new look/image as well as a new tagline - 蔘中CEO (師醫O). Perfect thinking. Looks like everything is in place but will it work ? Chance is slim. To revitalize a category/brand, it takes new news, new reasons for consumption and new usage. Be it scientific breakthroughs, new technologies or new health benefits, it doesn't matter so long as the newness is big enough to catch attention and create words of mouth. Publicity has a role to play here. In this case, it's still the same 正官庒 we know for ages.
Ginseng is an aged and long-forgotten health supplement. It's not hot compared with Lingzhi and Cordyceps. If you were the marketer of 正官庒, the one and only leading brand in the ginseng category, what would you do to revitalize this category ? Here is the attempt : re-positioning the overall brand to males, white collar, aged 30+ and different SKUs to different usage occasions and locations : powder for indoor, capsule for outdoor and essence liquid for business trip. What's more, giving the brand a new look/image as well as a new tagline - 蔘中CEO (師醫O). Perfect thinking. Looks like everything is in place but will it work ? Chance is slim. To revitalize a category/brand, it takes new news, new reasons for consumption and new usage. Be it scientific breakthroughs, new technologies or new health benefits, it doesn't matter so long as the newness is big enough to catch attention and create words of mouth. Publicity has a role to play here. In this case, it's still the same 正官庒 we know for ages.
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