Brandplanningmanager'sdeathLiveuptoexpectationsTheZBrandPlanningManagerpositionMcosmeticscompanyhasbeenvacantforalongtimefinallyboardthankstothealtar.CEOssighofrelief,Zbrandplanningcanfinallytrack.ChairmanoftheBoardisverypleasedwiththenewmanagerattheendoftheinterviewbyhispersonalguard,althoughthesalaryaskingpriceisnotlow,buttheprofessionalcompetenceshouldbegood,aslongaswecancreatevalue,evenifvalueformoney.Conference,thenewlyarrivedplanningmanager,said:theyhavewellquicklyputintolong-termrootsofmentalpreparation,IhopeMisthelastlegofhiscareer.Theprimarytaskplacedinfrontofthenewmanager,istheZbrandbrandcombingandpositioning.Zbrandhasbeenlistedforseveralyears,althoughthemarketisdoingwell,butmainlythroughthechannelpromotionsandpersonnelnowcomeintocompletetheDistributionanddynamicsales;basicallyinthestrategicplanninglevel,lackoforientation,cognitivefuzzynon-brandstatus.Withtheendcustomerslayercontinuestoriseandconsumer1awarenessofthebrand,thebrandoperationisthetrendofthetimes,itisimperative,thislessonistomakeupthebrandpositioningisunclear.Beforethearrivalofthenewmanager,Mseniorhasbeenbrewinginthematter,alsoformedapreliminaryopinion:Inviewofthecompany’sproductlinetotheplant-basedseries,theconceptoforganicplantnowverypopular,sospecialconsiderationtotheorganicplantskincaredirectionpositioning.ThenewmanagertooktheissueimmediatelyaMengzitiedown,concentratedpractice,andsoonbroughtouttheirownprivatekitchens.First,theoriginalideawastooverthrowthemainreasonsare:thereal‘organicplantshallbesubjecttothedomesticandinternationalprofessionalcertification,thecompany’senterpriseresourcedifficulttoachieve,ifthepositioncannotbelanded,juststayintheleveloftheconceptofspeculation,isnotconducivetobrandlong-termdevelopment,butalsofacepolicyrisksthatmayariseintherelevantdepartmentsandstandardizemanagement(Infact,in2012awardedthe‘organicproductcertificationdirectory,cosmeticsnotoneofthem,thestateandlatercametohaltcosmeticsorganic2certification).Inaddition,theclaimthatorganiccosmeticsbrandinthemarkethasplethoraofindividualbrandadvertisingmomentumisstillveryvast,takentofollowthetrendofstrategy,itisdifficulttoeffectivelysegmentthebranddoesnotconformtotheZbrandwasfoundedmanyyearsofmarketidentity.WhenlegislationJipo.Finally,thenewideasofthenewmanageris‘eugenicsplantskincare’,whichiscompletelyexclusivenewpositioningstrategy,butFortunately,‘eugenics’inwomenandchildren,thereisnocommunicationbarriers,todirectexcitationofhigh-quality,superiorpositiveLenovo,eugenicsisnotonlyusedinhumanreproduction,hasalsobeenwidelyexistinplantcultivation.Thenewproposalsothateveryoneshines,unanimouslyadoptedalmostunanimously.ChairmanandCEOsarethoughttomyself,thistimewiththerightperson.Thebossandthebosswhotolistento?Brandpositioningjustmarketingtheoriginandthestartingpoint,thenextjobispositionedasthecoreofacomprehensiveplanfortheproductline,advertisingandmediastrategy.Theadjustmentoftheproductlinewillnothappenovernight,newmanagerfirstordered3planningatheeugenicsplantwhiteningasthecoreconceptofthenewseries.CEOsandchairmenarehighhopesforthenewseries,selectedfromthepackagingmaterials,itemsplanningtoterminaldisplay,withoutexception,giventhecommentsandsuggestions.Withhigh-levelattention,newproductdevelopmentworkinanorderlymanner.However,inthisprocess,thenewmanagerhasgraduallyproducedaconfusion:theviewsofCEOsandchairmenarenote...