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广告主:中美天津史克制药有限公司广告代理:精信广告有限公司产品名称:新康泰克感冒药奖项:金奖1.市场综述康泰克品牌,是中美史克于上世纪90年代初推出的一种采用缓释工艺制成的、缓解感冒引起的鼻部症状的药品,具有12小时持续缓解感冒症状的独特功效。上市后短短二三年内,康泰克就上升至市场领导地位,并一直保持持续增长势头,成为众多国外和国内的感冒药品牌无法匹敌的市场领导者。在以“12小时持续有效”作为品牌核心价值的同时,康泰克建立并发展了其稳重、安全、可信、体贴的品牌个性。危机发端于2000年11月,国家药品监督管理局通知暂停实用含有苯丙醇胺(PPA)的感冒药品,“暂停”品种中首当其冲的是康泰克。一周之内,中美史克停止了康泰克所有的生产、销售和市场活动,一个全国性的领导品牌正式退出市
Advertisers: Sino-US Tianjin Shi Ke Pharmaceutical Co., Ltd. Advertising Agency: Jing Xin Advertising Co., Ltd. Product Name: New Contac cold medicine awards: Gold Award 1. Market Summary 康泰克 brand, is the United States and the United States in the early 1990s grams launched A drug made from a sustained-release process that alleviates the symptoms of a cold caused by the nose has the unique effect of 12-hour sustained relief of cold symptoms. Within just two to three years after its launch, Contac has risen to the leading position in the market and has maintained its continuous growth momentum. It has become a market leader in many foreign and domestic brands of cold medicine. At the same time that “12-hour continuous effective” is the brand’s core value, Contac established and developed its steady, safe, credible and considerate brand personality. The crisis started in November 2000, and the State Drug Administration informed the pause of a potent cold medicine that contains PPA. The first of its “pause” varieties is Contac. Within a week, Sino-US Stark stopped all of Contac’s production, sales and marketing activities, a nationwide leading brand officially withdraw from the city