The global financial crisis in the second half of 2008, so that the vast majority of the brand look bad boom, not only slashed advertising budgets, and even stopped to spend big money TV ads, and only a handful of brands, increased retractable banner advertising budget at this time, why they to do so? They see the opportunity?
Downturn plus advertising for what
America is a typical rush to the market, as long as it is a product sold well, and immediately there will be much the same product content competitors appear one after another. Therefore, in many categories have dozens of competing brands, even if it is the first brand only accounted for less than 30% of the market, it is difficult to have a brand in a single category, exclusive or oligopoly market.
Laurel hot pot is one of the few and not only up to 60% market share, but also spend a lot of money in the economy in the doldrums, took a five-minute dramas advertising. The laurel Why contrarian? Playing What abacus? Noon on January 14, 2009, the brains club Please Laurel Industries general manager Zheng-Ming Wang, sharing the crown from the demand to see the opportunity to retractable banner brand management strategy.
Talking Laurel, America men, women and children has long been well-known brand, a warm feeling will remember with affection. Especially a winter, every household every month to eat several hot pot, Laurel not only become eat hot pot necessities, it became a symbol of the hot pot. In fact, prior to 1970, America and fish dumplings, shrimp dumplings such hot pot, to create this category is Laurel; launched after Yan dumplings, egg dumplings, squid dumplings, mushrooms, dumplings and other products, and later launched a Japanese hot pot innovation, not only in the ingredients on the mid-expanding market share, and now still increase motivation through eating hot pot market to expand.