Good extension is not always easy. To be successful, the principle is the same as any marketing strategy : satisfying an unfulfilled need or satisfying an existing need better. For this 蒙牛早餐奶, we would appreciate the thinking that there is no other brand/product clearly positioned as the milk for breakfast, a positioning strategy of usage occasion. However, come to think of it, it's quite a silly idea. Milk is for breakfast anyway for most consumers. It's common sense and you don't need any market research to tell you that. Would it better if we put the new benefits upfront instead ? Something like 補腦奶 and 活力奶 with the added ingredients, 合桃 and 燕麥, as the supports ?
Good extension is not always easy. To be successful, the principle is the same as any marketing strategy : satisfying an unfulfilled need or satisfying an existing need better. For this 蒙牛早餐奶, we would appreciate the thinking that there is no other brand/product clearly positioned as the milk for breakfast, a positioning strategy of usage occasion. However, come to think of it, it's quite a silly idea. Milk is for breakfast anyway for most consumers. It's common sense and you don't need any market research to tell you that. Would it better if we put the new benefits upfront instead ? Something like 補腦奶 and 活力奶 with the added ingredients, 合桃 and 燕麥, as the supports ?
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