文档介绍:奇客:出奇制胜全攻略
several group number, then with b ± a, =c,c is is methyl b two vertical box between of accurate size相
饼干,一个非常成熟的品类市场。在消费者心智的版图上,已经有多达四个强势品牌达利、奥利奥、太平、康师傅在其中角逐。
奇客的出路在哪里?
叶茂中从市调数据中发现,饼干品类有双重属性:1、休闲属性,2、代餐属性。
饼干的处境原本应该比现在严峻得多:在“休闲属性”上,中国的零食正处于空前丰富的阶段,饼干不可避免地遭到了薯片、各种膨化食品、巧克力甚至层出不穷的果冻、糖果等等零食的分割;而在“代餐属性”上,各种方便食品也随着方便面、派的崛起扑面而来。饼干同样面临着前所未有的挑战。
但是饼干品类并没有象预计的那样呈现出衰减趋势,反而在都市中异军突起,显示强劲的增长潜力。正当一部分人面对着琳琅满目的零食而渐渐忘记了饼干的时候,都市里,却有另外一部分人想起了饼干,并让它成为自己生活的一部分。令人庆幸的是,在近几年表面平静而暗流汹涌的饼干市场中,还没有品牌品牌突现出“代餐属性”。它们还徘徊跳跃在“休闲属性”和“代餐属性”之间,沉迷恋战,而对饼干品类日渐强势的“代餐属性”研究不足。这个空白,给“奇客”留下了后来居上的宝贵机会。
奇客:以奇胜
奇客找寻到饼干的真相,不仅是对整个饼干品类研究的一个突破,而且也成为奇客进军饼干市场的机会点。此后,奇客的奇招纷纷亮相,引爆饼干市场新风爆。
奇招一:奇客着眼“全麦“,引领饼干市场消费新观念
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several group number, then with b ± a, =c,c is is methyl b two vertical box between of accurate size. Per-2~3 measurement, such as proceeds of c values are equal and equal t