Brand Strategy Plan For Z-Vitamin C

In recent years,the health consciousness of the whole people has been continuously improved,and the population of health food consumers has shown a trend of rejuvenation.The vitamin C category market has great potential,and various healthcare brands have emerged to compete for market share.At the same time,the intensive formulation and strict implementation of national industry policies and management regulations have brought development pains to the health care product market.Building well-known brands and conducting effective brand communication have become necessary conditions for brand competition.The vitamin C brand of company Z has great product advantages,but it has not yet achieved an outstanding brand status.In the minds of consumers,the brand image is unclear and the brand characteristics are not distinct.Standing at the height of the industry,this plan is based on the Z vitamin C brand resources,combined with the brand development strategy,through case analysis,user research,SWOT analysis and other forms to establish brand communication including brand goals,values,target consumers,content,etc.It develops brand equity,formulates long-term brand communication,event communication,product communication and channel communication strategies and implementation plans by using brand image theory,social responsibility theory,social relationship theory and integrated marketing communication theory.Finally,the brand integrated multiple resources to create an excellent natural brand image,enhance brand awareness and favorability,and strive for industry brand leadership.At the end of the plan,the budget allocation and effectiveness evaluation of the communication plan are provided to provide reference ideas for the other health food brand building.