No Limitation Of Packaging,No Border In Dream,OIWAS New Product Promotion Planning In 2019

The Advertising slogan of OIWAS" Packing up,and the world is yours." After many years of dissemination,it has been deeply rooted in people’s minds.Through one sentence,it has established an inseparable link between product features and brand image.However,as China’s economic level has increased year by year,the consumption attitude of younger generation has changed.They concern more about the brand value and symbolic meaning behind merchandises,and as for consumption habits,there is a higher chance of using online buying channels.As a result,OIWAS,which had become more famous,has encountered an embarrassing situation.Although young consumers are familiar with the brand,it s not cater to their consumption trends.Domestic brands that are in line with consumer demand,which have been positioned as" chic",has been in a state of being absent.Instead,this prospective market has been occupied by with foreign brands.This planning case is based on the insights of the new target audience and the analysis of the OIWAS new products and its brand image.It starts with the "packaging more" feature that has been consistently emphasized by OIWAS and combines the new name "Never limi".Therefore,the new promotion theme is set to " Packaging unlimited,dreaming boundless." Through different marketing methods,the extended relationship between "package" and "dream" can be interpreted,using online and offline at the same time,triggering interactions and stimulating the emotional resonance of the younger generation of consumers.The Marketing activity is divided into three steps.The first step is to "put on equipment and refuse to define" using creative cross-border marketing activities to increase the brand’s attention and quickly establish cognition with target consumers.The second step is to "challenge the limits and liberate nature" During this period,OIWAS resorted to emotional strategies and take the advantage of red packets marketing strategy to increase exposure of new products,cultivate the reliance of the brand.The third step,"dare to install dreams,do everything possible," taking public welfare activities and online social communication to guide consumers actually touching the product,resulting in buying behavior.