A good brand strategy does have the charm of turning decay into magic. The turning point of Dong Peng's special drink development was when he consulted the professional brand strategy.

On 20 14, Shenzhen Dong Peng beverage group decided to entrust Mei Cheng to study the brand positioning strategy of its main product, Dong Peng special vitamin functional beverage. After investigation and analysis, Mei Cheng Consulting accurately located the main consumer groups and consumption scenes of Dong Peng's special drink, distinguished it from the consumers of Red Bull, and set the slogan as "Tired and sleepy, drink Dong Peng's special drink."

After the brand strategy was determined, Mei Cheng followed closely into the ground service, providing supervision services for the implementation of its internal strategy, positioning advertising communication, positioning demonstration, and internal executive marketing course training. After continuous efforts and precipitation, Dong Peng's special drink finally stands out among functional drinks. According to the 20021annual report of Dong Peng beverage enterprises, the annual sales reached 6.978 billion yuan. The number of bottles sold surpassed that of Red Bull to become the first.

It is this precise positioning that helps Dong Peng Special Drink to establish and precipitate "brand equity" and gain practical benefits, which requires systematic positioning theory and a lot of experience support from consulting companies.