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Rayal stood in front of the huge floor-to-ceiling window in the office, staring at the bustling traffic below, holding a steaming cup of coffee that emitted a faint aroma. As the product planner and project manager of "Youth Chicken Essence" company, his desk was always piled with a stack of documents, data, and proposals, each page representing the company's future direction.
Today was a particularly important day for him. He needed to report a bold new marketing plan to the company's boss. This was not just about selling chicken essence, but also a challenge to the entire market. Last night, he stayed up until 3 o'clock, organizing this proposal. In the process, he tried different flavors of chicken essence to ensure that every detail in the proposal was the best.
In addition to this main proposal, Rayal also needs to discuss various coordination strategies with his team members. Contacting internet celebrities, revising advertising copy, and shooting the direction of promotional videos... Each item requires careful planning and review. This morning, he convened the entire team and held a two-hour meeting. They delved into every detail of the proposal to ensure it was flawless.
As the meeting was about to end, Rayal suddenly felt a severe cramp in his stomach. He struggled to suppress it, not letting any discomfort show. But his deputy Lily noticed and gently approached him, asking, "Manager Ray, are you okay?"
Rayal forced a smile and said, "I'm fine, just a little nervous."
Finally, he opened his computer again and carefully checked his proposal page by page. After confirming that everything was ready, he took a deep breath, held the carefully crafted proposal, and walked into the boss's office. He knew that this report was not just a test for himself, but also the honor of the entire team.
Rayal walked into the conference room, and the door closed slowly behind him. The air inside seemed to grow heavier with the impending meeting. The boss and several other senior executives were already seated, their expressions unreadable - not quite cold, but not entirely friendly either. This subtle atmosphere made Rayal feel slightly nervous.
He bowed, showing respect and humility, then quickly connected the hard drive in his hand to the computer at the center of the conference room. With a soft "click," his presentation was ready to be shown to every decision-maker present. With a crisp click of the mouse, the first page of the PowerPoint slowly appeared on the large screen.
Rayal cleared his throat and began his presentation: "Everyone, today I want to introduce to you the new marketing plan for 'Youth Chicken Essence.' Our goal is to 'sell only youth, not age,' using youth as our main selling point. We have carefully selected popular and energetic young celebrities to collaborate with us as our image representatives."
As the presentation continued, carefully designed slides were shown on the PPT, featuring young celebrities with a large fan base. They were either seen enjoying the chicken essence or displaying a healthy and radiant smile in front of the camera. Rayal continued, "Our slogan is 'Drink youth, live brilliantly.' This is not just a slogan, but a promise for our product."
The atmosphere in the meeting room gradually became lively, and several senior executives began to discuss in whispers. Rayal pointed out that the overall design would adopt warm colors to convey a lively and warm brand image, allowing people to feel the passion and vitality brought by "Youth Chicken Essence" at first sight.
He scrolled through the PPT, each page a result of his tireless planning. Rayal's voice was full of confidence as he detailed the market research and expected effects behind each strategy. He had set aside the gnawing pain in his stomach and was now focused on proving to everyone present how this proposal would create new sales miracles for "Youth Chicken Essence."
Rayal confidently introduced his choice of collaborating artists to the board members. Suddenly, a board member raised a question, " Rayal, I have a question. chicken essence is traditionally targeted at the middle-aged and elderly market. What is the strategy behind your proposal to collaborate with young artists this time?"
Rayal calmly nodded at the board member's question, wearing a confident and composed smile. His eyes scanned around the conference table, ensuring that he had everyone's attention. He cleared his throat, preparing to elaborate on his carefully considered strategy.
"Indeed, as you said, the traditional market positioning of chicken essence is targeted at the middle-aged and elderly," Rayal began, "but with the changing times, the behavior and demands of consumer groups are also undergoing significant changes. Our research shows that young people are showing unprecedented interest in health products, especially those that can enhance work efficiency, learning ability, and quality of life."
He turned to the next page of the proposal, displaying a set of carefully designed data charts that clearly depicted the trend of young consumers' increasing interest in health drinks.
"In this market context, our 'Youth Chicken Essence' is not just an innovation in name, but also a transformation in product strategy. We chose young celebrities as our spokespersons to refresh the brand image and create a more youthful brand impression," he emphasized, tapping lightly on the conference table with his fingers.
"These celebrities are not just faces; they are the new generation's lifestyle influencers. Their daily lives, dietary habits, and health concepts all influence their fans, and even the entire younger generation. Through collaboration with these celebrities, our chicken essence will no longer be the patent of the older generation, but the choice of everyone pursuing health, vitality, and youth."
Rayal reveals a deep insight into market trends and clear planning for the future in his words. He then mentions the influence of social media: "In the era of social media, the speed and scope of information dissemination are unprecedented. A celebrity with a large number of fans releasing a message could instantly make our product a hot topic."
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