蒙牛焕轻-凯发网

项目背景：
       焕轻牛奶携手国际骨质疏松基金会（iof）和中国健康促进会启动中国健骨工程，提出“牛奶•运动•晒太阳”的口号，提倡通过健康的生活方式提高骨骼健康意识水平。
       牛奶：含有丰富的活性钙，是人类更好的钙源之一，焕轻骨力牛奶特有vc cpp配方，促进钙吸收。运动：慢跑、太极拳、柔力球等运动对骨骼健康益处多多，每周多运动3小时，大腿骨折的危险下降6%。晒太阳：每天晒太阳对骨骼健康非常重要，阳光中的紫外线接触皮肤可产生维生素d，帮助骨骼吸收钙质。

background of the project:
       shine the light of milk to the international osteoporosis foundation (iof) and china health promotion will start china jiangu engineering, put forward the "milk - sports - the sun" slogan, advocate to improve the level of consciousness of bone health by living a healthy lifestyle.
       milk: containing active calcium rich, is the best source of calcium, shine light guli milk specific vc cpp formulations, promote calcium absorption. movement: jogging, tai chi, softball ball exercise on skeletal health benefits, 3 hours a week, exercise more, thigh fracture risk decreased by 6%. the sun is very important for bone health: the sun every day, the sun ultraviolet skin contact can produce vitamin d, helps bones absorb calcium.

面临挑战：
       功能性强化乳是业界看好的一个研发动向，比如酪蛋白磷酸肽，它是酪蛋白水解生成物，是牛乳中所含的功能性物质之一，可以促进钙的吸收并预防骨质疏松。在牛奶中添加cpp同样能够提升乳制品的保健功效，增加卖点。
       保健类的牛奶是市场的一个空白点，而且目前的市场需要这种产品。这种产品具有很高的附加值，对于目前利润极低的鲜奶来说，这种产品能够给企业带来高利润。蒙牛焕轻就是细分中老年市场的推出的高档牛奶产品，将中老年人定为主力消费人群，要想引起他们的注意，就必须拿出实实在在的东西来。

facing the challenge:
       functional fortified milk is a development trend of industry bullish,  it is the hydrolysis of casein production. the addition of cpp in milk can also enhance the dairy products and health care effect, increase the selling points.
       health care milk market is a blank spot, but the current market need this kind of products. this product with high added value, low profits for the current milk, this product can bring high profit to the enterprise. mengniu shine light is subdivided in old market high-end milk products, will be in the elderly as the main consumer groups, in order to attract their attention, must take out the real thing to.

凯发网的解决方案：
       根据产品诉求、目标消费群体特征、心理，先知中国为其创意品牌词语战略“焕轻”，寓意唤醒年轻，重现健康身体和快乐生活。词语战略定位准确，让消费者在次看到名字之后就能清楚的认识到这款产品的功能，并能唤起消费者心中渴望年轻的心态；提出“牛奶•运动•晒太阳”的口号，提倡通过健康的生活方式提高骨骼健康意识水平。我们为其提出了“让年轻继续”的形象推广语，符合产品功能特点。

the solution:
       according to product demand, the target consumer group, psychological characteristics, we strategy it "light shine", meaning awaken young, reproduce healthy body and happy life. naming and locating accurately, so that consumers in the first time to see the strategy can clearly recognize the function of products, and can arouse the hearts of consumers eager young mentality; put forward the "milk - sports - the sun" slogan, to raise the level of awareness advocate bone health by living a healthy lifestyle. we propose "let the young continue to" image promotion language for its, consistent with the product features.