文档介绍：农夫山泉差异化
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang ci under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
第一把斧头：出鞘差异营销利剑
1998年，娃哈哈、乐百氏以及其他众多的饮用水品牌大战已是硝烟四起，农夫山泉在这个时候切入市场，如果依靠规模取胜，是不明智的，因为在娃哈哈和乐百氏面前，刚刚问世的农夫山泉显得势单力薄，而且农夫山泉只从千岛湖取水，运输成本高昂。因此，农夫山泉要想异军突起，必须走差异化营销之路。一番酝酿之后，“农夫山泉有点甜”的广告策划出笼，随着“课堂”广告从四月中旬开始在中央电视台播放，“农夫山泉有点甜”的声音飞越千山万水，传遍大江南北，品牌知名度迅速打响。广告还被人民日报等新闻媒体评为1999年最好的广告语、中国十大广告策划个案之一。
“农夫山泉有点甜”的广告播出以后，有人怀疑农夫山泉是不是真的有点甜。其实广告既是一门科学也是一门艺术。“农夫山泉有点甜”并不要求水一定得有点甜，甜水是好水的代名词，正如咖啡味道本来很苦，但雀巢咖啡却说味道好极了说明是好咖啡一样。中文有“甘泉”一词，解释就是甜美的水。农夫山泉的水来自千岛湖，是从很多大山中汇总的泉水，经过千岛湖的自净、净化，完全可以说是甜美的泉水。因而说“农夫山泉有点甜”是实在的，谈不上夸张的。广告语不仅传递了良好的产品品质信息，还诠释了广告是一门艺术的内涵，体现了农夫山泉的差异化营销策略。
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense