In Hong Kong in 2001, the position of the leading brands of eye drops was threatened. Although it was the best selling brand (hereinafter referred to as EDB), the overall use of eye drops reduced the whole category is reduced. In addition, customers have not shown any preferences brand and is determined only by the sale price. To better understand the situation, the company surveyed customers EDB aims and discovered that her brand image is outdated and that its main users were aged with the brand. Thus, in order to maintain long-term customer base, EDB must rebuild with their target audiences and position the brand. In addition the company has hired an interactive, to help them cope with these problems. In addition to the team came up with one-on-one interactive online campaigns, EDB and friends, to achieve three objectives: to change the brand to a younger audience, to rejuvenate the brand image and create brand preference. With his game, his cute virtual personality, and relevant content, EDB and friends helped the company achieve its goals and winning campaign was a commercial success. Represents and shows the following terms: one-to-marketing, brand activation and repositioning. Provides best practice example of creative marketing campaign. "Hide
by Monica Park, Kineta Hung Source: University of Hong Kong, 12 pages. Publication Date: February 13, 2007. Prod. #: HKU644-PDF-ENG
Related Case Solutions & Analyses:
Charmed Technology
Cyberservice: Taming Service Marketing Problems with the World Wide Web
Seneca Systems (B): General and Confidential Instructions for R. Thompson Vice President Marketing
Family Business of Dhirubhai Ambani
Brand Equity: An Overview
Toyota: Accelerator Pedal Recall (B)
Better World Books, Video
INFOSYS BPO
imiAid: Challenges in Scaling Up Business Operations
Polymath Ventures: Building An International Incubator
