What is the slogan of good family style tissue?

Good family style: the problem of advertising exposure

Time: March 2007-15 07: 00

There are two advertisements that Good Family Style often plays on TV. One is a man nicknamed "Mr. Toilet"-named after sitting on the toilet and endorsing the BBK cordless phone; When I was in a limousine, I was in a hurry to ask a foreign girl for a tissue to go to the toilet, but when I showed it, people felt indecent. There is also the last slogan-"at a critical moment, it is still a good family style", which makes people feel that a good family style can only be used when going to the toilet. Another baby advertisement said that his paper was sterilized at high temperature, but when he showed it, he took a comparative approach. However, the one on the left is "Good Household Wind Tissue after High Temperature Sterilization" and the one on the right is "Good Household Wind Tissue without High Temperature Sterilization", which makes people feel unknown so. Are there two different quality standards for a good family style? Later, it was even more puzzling to say that mothers took care of their children. Is good family style a paper towel specially used for babies? These two inconsistent advertisements of good family style have been played repeatedly on TV and are still being played now. This makes us very strange. Regardless of the creativity of the advertisement, the starting point of the two advertisements is completely different. One seems to be positioned in personal hygiene care paper, and the other seems to want to share a piece of the baby paper market. For personal paper, according to consumption occasions, it can be divided into household paper (carried by families or individuals) and catering paper (provided by merchants in various catering occasions). Comparatively speaking, the home market is a huge market, in which we can divide it into personal hygiene care paper, napkin paper and special paper (such as baby tissues). Judging from the advertising performance of good family style, it seems that it focuses on household paper, but there are two different advertisements, one focusing on thermal insulation and sanitary care paper and the other focusing on baby paper. If these two advertisements show two sub-brands under the big brand "Good Family Style", it doesn't matter, but what actually appears is a unified "Good Family Style" brand, which naturally makes consumers feel at a loss after reading their advertisements. From the confusion in the advertising performance of Good Family Style, we have reason to think that its marketing strategy is chaotic. If advertising is superficial, then the marketing strategy of the enterprise is the bottom, and the quality depends on the bottom. The chaos on the surface of a good family style also reflects the chaos at the bottom. From the advertisements of good family style, we can see the confusion of its brand positioning-since we have chosen the family market as our target market segment, we should pay attention to the family market as a whole and use a unified brand "good family style" on household paper. If we are optimistic about the more subdivided market of personal hygiene care and baby tissue paper, then we can develop sub-brands to enter, or simply use the brand of family style in this more subdivided market. However, good family style is obviously a little impatient. I want to use a brand to harvest in these two different markets at the same time, but the result is a rebuff, not a person. In the paper towel market, ordinary table paper-or paper towels used to wipe your mouth and hands-has been occupied by brands such as Vida and soulmate. Good family style chose not to enter this market, which shows that the initial business orientation of the enterprise is correct. It is an indisputable fact that there is no brand in the current household personal hygiene care paper market, which is seen by good family style, and also shows its marketers' keen observation of the market segment, but the problem lies in the actual choice of this market segment, because good family style obviously wants to make achievements in the baby paper market-it must be admitted that parents don't care about the cost of baby products. However, there are already Johnson & Johnson's non-woven wipes in front of this market. If there is a good family style, it is obviously difficult to gain the trust of consumers. From the advertisements of Good Family Style, we can see its vacillating attitude between these two different market segments, and this vacillating attitude can also reflect its enterprises' lack of confidence in the market segment of personal hygiene and nursing paper. This is also a common mistake made by many companies that like a good family style: they have just experienced development, don't know how to position their own enterprises, and don't want to lose anything, so they have to choose a one-size-fits-all approach. It's just a pity that there is no good thing to take it all. From this point of view, the current marketing strategy of Good Family Style is a failure. If we continue to put down the existing advertisements, the losses caused to the good family style will be even greater. From the perspective of enterprise marketing strategy, a good family style should put all its energy into the market segment of personal hygiene and nursing paper. First, there is no dominant brand. Second, Mr. Toilet's advertisement left a memory in consumers' hearts. Third, the market is really huge, and with the improvement of people's quality of life, people's requirements for toilet paper towels are constantly improving. Fourth, its second advertisement can still be used as a selling point after changing the ending, without wasting enterprise resources. Source: World Brand Lab

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