Turning a regional herbal tea into a well-known beverage in China has fully demonstrated the strength of Jiaduobao. After breaking up with Wang Laoji, I lost the products I had built for many years, successfully built a new brand, realized the transformation of brand resources, ensured that sales and market share were not lost, and also reflected my super operational ability! This paper analyzes the excellent works of Jiaduobao!
Shopping malls, such as battlefields, are as wonderful as battlefields in the wisdom game in business wars. In commercial warfare, the effective play of air bombing and ground combat and their linkage are very important. Excellent enterprises can often successfully build a marketing "encirclement" and achieve effective market occupation! . Cardo Baby has fully demonstrated this strength in the process of building a regional brand of Wang Laoji into a national drink.
(a) In the past, a strong "ground network" was established to occupy the northern market.
Objectively speaking, in the early days of Jiaduobao's operation of Wang Laoji, the foundation of advertising marketing was not deep. For northern consumers, "fear of getting angry and drinking Wang Laoji" can only be regarded as a difference in consumers' memory, not a reason to urge northern consumers to buy.
After all, the north is different from the south. There is no habit of drinking herbal tea to remove fire, and there is no strong demand for removing fire. Unless there is a big fire, the north does not have such a strong awareness of health preservation as the south. Before 20 10, did you ask the northern consumers if the Wang Laoji he bought had gone away from fire? Most of them are not for this reason. This is just a difference and differentiation, and it has not become a reason for consumers to buy.
However, the technology displayed by the Jiaduobao team at that time was really commendable and absolutely high-standard. A solid grounding grid was built on the ground. In a word, consumers are surrounded by Wang Laoji operated by Jiaduobao.
1, convenience store ground network
There are also many such convenience stores. There are always many convenience stores in your neighborhood. There are too many convenience stores in the community or office building where you go out to work. In these convenience stores, either the convenience store pretends to be the door of Wang Laoji; There is no convenience store with a store sign at the door, and there will be posters and multiple posters at the door; Then the convenience store freezer is also a poster of Wang Laoji; Some shops may have Wang Laoji's pile when they walk in. As long as you pass by the community, you will always see Wang Laoji's various postings and promotional materials in high frequency.
2. The ground network of dining places
In another' consumption place' that people often go to-the restaurant, needless to say, a lot of posters were posted first, and then as small as toothpick boxes, pictures of "I'm afraid of getting angry and drinking Wang Laoji" were posted, and the handle at the door of the restaurant was also Wang Laoji's door sticker.
It can be said that when running Wang Laoji, Jiaduobao built a variety of encirclement circles in people's life circle and consumption circle, forming a three-dimensional bombing.
This kind of strength, people can not help but be interested. What is this Wang Laoji? Give it a try! In this way, combined with CCTV's large-scale advertising, it was done. Objectively speaking, Wang Laoji's underground network is far greater than the influence of Luo Tian media. Among them, there must be people like Liang Le and Master Kong. Not many enterprises in China can communicate with terminals on the ground so well.
Advertising marketing, which started the battle of brand transformation in 20xx, is an absolute master!
Advertising marketing helps products to build advantages in consumers' minds through communication, and the success of construction will directly affect the war situation!
In 20xx, Jiaduobao broke up with its former partner. For Gadobo, breaking up is a fact that has to be faced, and it is also a sign of Gadobo's life and death. After all, the brand products formed by years of hard work will be lost. In the past, all communication resources, key investment and brand building were concentrated on Wang Laoji, which is a resource with high popularity and influence and is the best quality. For the audience, the upcoming Jiaduobao is a brand-new brand and a brand-new resource. Can consumers recognize and accept it? Once the conversion is unsuccessful, the market will be completely lost, and there are many similar examples in business. After the total distribution right was taken away by the production enterprise, Dai Zong's performance plummeted and even disappeared.
It can be said that Jiaduobao faced an extremely dangerous and bleak situation at that time. Once the operation fails, the consequences are unimaginable!
However, through wise strategic operation, Jiaduobao successfully grafted and transformed the advantages built in the past, realized the surplus of effective brand advantages, realized the rapid rise of new brands, took over the market and share, and created a new leading brand in the herbal tea market. The communication among them is a classic of wisdom!
If we borrow the classic theory of On Protracted War, we can use three stages: defense-stalemate-counterattack. Jiaduobao has gone through a difficult stage of strategic defense and stalemate and has done a good job! The following is an analysis of these successful advertising marketing:
1, the national leading red pot herbal tea was renamed.
When Jia Duobao foresaw that the lawsuit was about to fail, how to transform Wang Laoji was put on the agenda. After all, Jiaduobao is a new brand. Although it has been an agent operating brand for many years, Wang Laoji has always appeared, and all high-quality resources are concentrated in Wang Laoji's hands. How to transform the best quality resources!
Here are two things that Jiaduobao has done better. One is to transfer the best resources of Wang Lao Ji, and the other is clever transformation.
First of all, the grasp of the best quality resources
When launching new brands and taking over the resources of old brands, we should consider what is the most valuable, herbal tea, formula, history and industry status, which are all very valuable. Advertising marketing should shape and convey the unique advantages of products. These values are not dominant compared with competitors (compared with the concept of herbal tea, Deng Lao herbal tea has a long history), not to mention the lost original products will also appeal to these. Therefore, relatively speaking, the most valuable advantage is undoubtedly Wang Laoji's Jianghu status and leading sales. This is the most valuable resource in it, and it sells market advantages. This kind of resource can form an excellent influence in the minds of consumers.
Secondly, the conversion is clever.
After finding superior resources, how to graft them into new resources? Jiaduobao changed its name-"The leading red pot herbal tea in China changed its name to Jiaduobao, with the same formula and the same taste, afraid of getting angry and drinking Jiaduobao".
Cleverly brought the resources of Wang Laoji. In line with the ground promotion, Jiaduobao's killer "deep ploughing channels" is self-evident. I personally realized that in a small restaurant, Jiaduobao sent a temporary promoter to tell customers that the national leading red pot herbal tea was renamed Jiaduobao, and then recommended Jiaduobao to customers.
2. For every 10 can of herbal tea sold nationwide, 7 cans belong to Jiaduobao.
However, the advertisement of "National Sales Leading Red Canned Herbal Tea" was stopped by Guangyao, and the latter advertisement launched by Jiaduobao was really commendable. In this process, the biggest opponent facing Jiaduobao is Wang Laoji, and it is not equal. In the face of Wang Laoji, Jiaduobao can't compare with herbal tea, formula, history and other resources. The only thing worth mentioning is the status of the industry, which is the only advantage that can be appealed. When we discussed it at that time, we felt that Jiaduobao still had a position, that is, sales. It should appeal for market share leadership, so as to establish a leading position in the market and pass this appeal on to consumers, forcing Wang Laoji to press through this advantage and shape the high image of the product.
Later, when I saw the advertisement, I found that Jiaduobao's advertisement was similar to the same result, and it was also very clever. To put it more realistically, there are 7 cans of herbal tea for every 10 can in China. It goes without saying that it represents the recognition of consumers and also means that Wang Laoji can be squeezed below. The number of 7 cans also effectively avoids some problems.
This advertisement seems to convey the advantages of Jiaduobao, and the advertisement is unique.
Note: What is worth integrating is a lucky column "The Voice of China".
Sometimes, God will reward those who work hard, and God will probably give them some chances to work hard!
What is worth integrating is that Lao Naively gave Jiaduobao a chance. Zhejiang Satellite TV's Good Voice of China, a messy program that no one expected to be popular, completed the Qili drink jointly created by Jiaduobao and Wahaha. This is a program that everyone can't see the future at first, just like Mengniu yogurt, where Super Girl won the red. This time, the satellite was released, which made Jiaduobao. With the popularity of the program, "Authentic Herbal Tea Jiaduobao!
Sometimes, I really can't underestimate or be careless about China's talent show, and then the variety show "I am a singer" is also surprisingly popular.
But as far as China's good voice is concerned, Jiaduobao should thank God for his love. It gave Jiaduobao the third sharp knife in advertising marketing and finally tore a hole.
While keeping the killer on the ground, the help of these three advertising marketing has played a role beyond the past. Coupled with the weak image in news public relations, it aroused consumers' sympathy and public opinion support, and finally made Jiaduobao complete its strategic defense and walk out of the lowest valley. At that time, if Wang Laoji had reacted quickly, Jiaduobao might not have found 20 13 today. After these two advertisements and the successful sponsorship of Voice of China, Jiaduobao has successfully passed the strategic defense, won the right to survive in the most difficult period, maintained its market advantage, and successfully entered the strategic stalemate stage. As long as the original communication and channel advantages are brought into play, there will be opportunities and space for further growth! Sit firmly at the head of the market, and you will be very sure!
3. Continue to occupy the position of "the national sales volume is far ahead"
Advertising marketing helps products to build advantages in consumers' minds through communication, and the success of construction will directly affect the war situation! As the highlight of media aerial bombing, the role of advertising communication is crucial!
At this time, although Jiaduobao has passed the most difficult period, after all, the historical accumulation and cultural accumulation of the brand are still very weak, and it is not the time to sell culture and history. The most advantageous thing is its market position, and it is also very competitive in the market. Therefore, the demands we see, whether it is "the leading herbal tea in China" or "the leader of herbal tea" or "more people drink Jiaduobao for fear of getting angry", are all continuing this theme, focusing on and focusing on delivering core advantages, so as to create a brand image with unified communication and advantages (in contrast, you can compare the advertising communication of Evergrande Ice Spring, which keeps changing all year round, and the spokespersons are constantly changing, and many of them are discontinuous with each other. The result of high-frequency conversion makes the focus of product communication more blurred and the communication effect more discounted.
4. Celebrate the 20xx annual sales of Jiaduobao winning gold again, and launch the golden pot herbal tea.
A helpless move has once again achieved successful marketing.
In the follow-up lawsuits of Jiaduobao and Wang Laoji, Jiaduobao was at a disadvantage for many times, losing the brand use right and advertising language, and then the eye-catching logo of the red can may be lost (the red can has become one of the brand logos we tried to build at the beginning, and the visual recognition is extremely high, and the litigation results will be announced today), and the characteristic resources we tried to build in the past will be lost one by one.
However, compared with the life and death faced by a new brand when it loses its brand use right, it is not as dangerous as before. Losing the brand name at the beginning is equivalent to losing the lifeline and foundation, and it is very dangerous to survive. After this crisis, advertising language and red cans are minor problems, but they are also minor crises for enterprises. After all, the long-term brand visual identity is gone and needs to be adjusted.
This time, Jiaduobao skillfully combined with marketing.
In addition to the red color, Jiaduobao launched the golden jar ahead of schedule, and skillfully combined the communication with "Celebrating 20 14 Jiaduobao's sales to win gold again and launch the Jiaduobao golden jar", and skillfully combined the meaning of the golden jar and the golden symbol with the market advantage of Jiaduobao to form an overall effective communication and further strengthen the product advantage.
At this point, although the resources established in the past have been lost one by one, like superb war command, every attack has been strategically and flexibly resolved.
In the past four years, Jiaduobao has created a new brand, just as it successfully promoted a regional herbal tea to a national famous brand, and once again successfully launched a new brand and made it a well-known brand in the industry!
Jia Duobao's combination boxing in this process is worth thinking about by marketers!