毛登牧场
农业产品的品牌化之路
关于
毛登牧场始建于1958年，于1991年由原北京生产建设兵团五师三十二团转制归属锡林浩特市，牧场地处锡林浩特市东部，距锡林浩特市36公里，全场总面积585平方公里(87.75万亩)，其中可利用草场面积310平方公里(64万亩)。
Mao Deng farm was founded in 1958, in 1991 the former Beijing Production and Construction Corps, five divisions thirty-two regiment conversion attribution Xilinhot, ranch is located in the eastern part of Xilin Hot City, Xilin Hot City 36 kilometers away from the audience a total area of 585 square kilometers (87.75 acres), which may make use of pasture area 310 square kilometers (64 acres).
需求
毛登牧场找到先知为其进行品牌创建与策划，意欲打造最好的牛羊肉品牌，放心、安全、高端，针对高端消费人群，抢占牛羊肉的高端市场，彰显高端的品牌定位。通过市场调研与分析，先知掌握了产品、行业、市场的所有信息，对之进行了全新的定位与品牌创建工作。
Mao Deng find Wevin making brand building and planning, desire to build the best brand of beef and mutton, safe, secure, high-end, high-end consumer groups, to seize the high-end market for beef and mutton, highlighting the high-end brand positioning. Through market research and analysis,Wevin mastered the product, industry, market all the information on the conduct of a new brand positioning and create work.
解决方案
品牌的核心应与其他品牌形成差异化，这也是品牌竞争力的集中体现，更是未来传播的核心关键词，先知建议，品牌核心应定位为“有机肉蛋白”，打造中国有机牛羊肉的第一安全品牌，产品定位为有钱人吃的平民特供牛羊肉，产品命名为“毛登锡牛羊”肉系列产品，公关传播以新媒体营销为主要手段。
The brand's core should be different from other brands formation, which is a concentrated expression of the brand competitiveness, it is the core of the future spread of keywords, Wevin recommended core brand should be positioned as' organic meat protein ", to build China's first organic beef and mutton a safe brand, product positioning for the rich to eat beef and mutton special for civilians, the product named "Mao Deng sheep" meat products, PR with new media marketing as the main tool.
