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蒙牛集团总部设在呼和浩特市和林格尔盛乐经济园区,目前拥有总资产近40亿元,员工万余人。主要产品有液态奶、冰淇淋、奶粉及奶片等系列100多个品种。蒙牛在香港联交所主板上市,成为第一家在香港上市的中国大陆乳制品企业。蒙牛酸酸乳的问世,是中国乳业发展进入同质化时代的一次“破冰”之举,蒙牛酸酸乳面对的是最具消费潜力的年轻女性,如何激活此类人群的消费需求,成为整个产品赢得市场的关键。如何在乳饮料时代迅速占领品类先机,确立领导者形象?如何在2005年迅速提高蒙牛酸酸乳的知名度?如何在提高产品知名度的同时赢得终端销量?这些都成为蒙牛在2005年市场工作的重头戏。为了实现以上目标,在经过缜密的调查之后,蒙牛最终选择了与湖南卫视“超级女声”栏目组进行合作,希望借助“超级女声”的影响力宣传蒙牛酸酸乳、传播蒙牛品牌。
Mengniu Group is headquartered in Hohhot and Linger Sheng Lok Economic Park, currently has total assets of nearly 4 billion yuan, more than 10,000 employees. The main products are liquid milk, ice cream, milk powder and milk series of more than 100 varieties. Mengniu was listed on the main board of the Hong Kong Stock Exchange and became the first Chinese dairy company listed in Hong Kong. The advent of Mengniu sour milk is an “ice-breaking” move by which the development of China ’s dairy industry entered a homogenization era. Mengniu sour yogurt is facing the young women who have the most potential for consumption and how to activate the consumption demand of such people and become The key to winning the entire product market. How to rapidly occupy the leading position in the dairy beverage era? How to rapidly increase the popularity of Mengnu Sour Milk in 2005? How to win the terminal sales while improving product popularity? All these have become Mengniu’s market in 2005 Highlight. In order to achieve these goals, after careful investigation, Mengniu finally chose to cooperate with Hunan Satellite TV “Super Girl” column group, hoping to promote the brand Mengniu sour milk with the help of “Super Girl”.