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口红
案例简介：摘要 在 70 年代发明洗碗机洗涤剂市场后，随着市场正常化，Sun 的市场份额经历了 20 年的下降。随着市场竞争的加剧，品牌变得更加咄咄逼人，并面临商品化的风险。挑战是重新创造差异化，以重建 Sun 的领导地位，并为整个市场带来价值。“专家” 运动不仅成功地稳定了市场份额，扭转了下降趋势 (所有关键市场的增长)，还清楚地重新评估了品牌在关键市场的霸权。
口红
案例简介：SUMMARY After inventing the dishwasher detergent market in the 70s, Sun suffered a 20-year decline in market share, following the normalization of the market. As the market became more competitive, brands became more aggressive and were exposed to a risk of commoditization. The challenge was to re-create a differentiation to re-establish the leadership of Sun and to give value to the market as a whole. The Experts campaign not only succeeded in stabilizing market share and reversing the downward trend (growth in all key markets), but also clearly re-assessed the Brands hegemony in key markets.
Lipstick
案例简介：摘要 在 70 年代发明洗碗机洗涤剂市场后，随着市场正常化，Sun 的市场份额经历了 20 年的下降。随着市场竞争的加剧，品牌变得更加咄咄逼人，并面临商品化的风险。挑战是重新创造差异化，以重建 Sun 的领导地位，并为整个市场带来价值。“专家” 运动不仅成功地稳定了市场份额，扭转了下降趋势 (所有关键市场的增长)，还清楚地重新评估了品牌在关键市场的霸权。
Lipstick
案例简介：SUMMARY After inventing the dishwasher detergent market in the 70s, Sun suffered a 20-year decline in market share, following the normalization of the market. As the market became more competitive, brands became more aggressive and were exposed to a risk of commoditization. The challenge was to re-create a differentiation to re-establish the leadership of Sun and to give value to the market as a whole. The Experts campaign not only succeeded in stabilizing market share and reversing the downward trend (growth in all key markets), but also clearly re-assessed the Brands hegemony in key markets.
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Sun. The dishwashing expert
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