Before determining the marketing plan, case analysis should be made to avoid making unrealistic predictions. So here are the classic marketing strategy cases I have compiled. Let's go and have a look with me, hoping to help. Classic marketing strategy case 1

Grandma's house: Can we break through the trend in the era of mobile Internet

To visit the West Lake, we must eat a drunken fish from Grandma's house after enjoying the beautiful scenery, and the trip to the West Lake will be complete.

The drunken fish in the West Lake must be familiar to diners, and it can be regarded as one of the representative dishes in hangzhou dishes. Why do you prefer grandma's house? The taste is authentic enough, and more importantly, it is affordable!

In recent two years, with the intensification of industry competition, the cost of stores and personnel has been rising, and the catering industry as a whole has been sluggish. However, the turnover of grandma's family is still rising at the rate of 31%-41% every year, and there is a phenomenon of "shops queuing and meals queuing". It must be said that grandma's house is a legend in the catering industry in recent years.

Civilian Orientation

Since its inception, the orientation of Grandma's home has been in line with the public's needs: home routes and places for dinner. Although this idea was not the mainstream of the industry at that time, it inadvertently coincided with the rising trend of mass catering. Everyone had always deliberately set up a treat situation, and grandma's family just wanted to put aside the concept of business-to grandma's house, it was just a casual meal.

according to statistics, popular catering accounts for about 81% of the 3 trillion yuan turnover in China's catering industry. However, in the catering industry in developed countries, popular catering can account for about 95% of the total. With the increasingly rational consumption, there is still room for further expansion of mass catering in China. Therefore, the legend of grandma's family will continue.

As a grandmother's home which focuses on hangzhou dishes, Jiangsu, Zhejiang and Shanghai are the bases in the location selection of early market expansion. Because of the frequent exchanges and similar tastes among Jiangsu, Zhejiang and Shanghai, hangzhou dishes is highly accepted.

In addition, the efficiency of information dissemination at the beginning of development was far less developed than it is today, and geographical concentration also means the concentration of brand communication and brand acceptance.

the deep cultivation of these three markets has accumulated a deep brand deposit for grandma's family.

dining ZARA style

Wu Guoping, the founder of Grandma's family, believes that the unique restaurant will leave a deep first impression on customers, and the humanized dining environment and unique design techniques will enhance customers' satisfaction with the restaurant, and the decoration is the main factor in Grandma's comprehensive factors.

when they walk into grandma's house, the diners first feel the visual impact. The decoration style of grandma's house can be summarized as "civilian fashion", instead of pursuing fashion as a space design for foreigners and semi-foreigners, it is rooted in civilians and thrives on the ground.

Xixi Paradise Store, for example, has a completely different warm atmosphere from ordinary restaurants. Everywhere in the store, the old menus, creaking boats and old wooden benches are all made, showing the ancient courtyards in China.

While the design is exquisite, the layout inside is also very scientific and reasonable: the food outlet is set in the middle of the restaurant, which makes the time for the waiter to arrive at each area roughly the same after getting the food, avoiding the artificial blank waiting and improving the labor efficiency.

Decorative ornaments and green plants are raised from the ground to the wall, which not only saves floor space, but also forms grandma's own decoration style. At the same time, the store will also embed the cabinet for placing spare chopsticks and paper towels into the wall to further save space and increase the number of tables.

In the face of exquisite decoration, the waiters in the store are always asked, "Can 3 yuan make money with a portion of Mapo tofu?"

Wu Guoping once compared grandma's family with clothing brands ZARA and H&; M analogy, grandma's family is a fast fashion brand in the catering industry. The low price presented to consumers is essentially the final result of supply chain optimization, production and stylized management, and part of the value is given to consumers, and the transfer of value is the most critical step in this model.

at the same time, consumers should also give up some benefits correspondingly, which is embodied in the waiting time, and its function is to improve the efficiency of operation, so that customers can finally eat low-priced and delicious dishes in restaurants with a sense of design.

it can be said that the design of grandma's house not only achieves the perfect balance between aesthetics and economics, but also promotes the "constraint", maintains the principle of low price, and perfectly caters to the consumer psychology of "silk group", which has great appeal to the mass catering consumers and quickly started the popularity of grandma's house.

Opportunities in CBD

Around 2113, with the development of China city and the diversification of people's living needs, the format of shopping centers came into being and developed rapidly throughout the country, becoming the first choice for ordinary consumers living in cities for daily leisure shopping. Since the second half of 2112, grandma's family has closed some roadside stores with good profitability, fully devoted themselves to the embrace of well-known commercial complexes, and began to fully integrate with modern consumption patterns.

In this transitional period, it coincides with the rise of the trend that shopping centers begin to reduce the proportion of shopping and retail formats and increase catering and experience formats. Grandma's family, with its excellent ability to gather customers, has become a hot potato that major shopping centers are trying to win over.

Wu Guoping once described the advantages of catering in the shopping center: "The complex has a large flow of people, strong shopping spending power, many young people and convenient parking. Even if there is an equal sign at the door, there is enough space. Where can the customer experience be compared with roadside stores?"

At the same time, strong brand equity and scale effect endow grandma with strong negotiation ability with suppliers. This advantage is reflected in every link of the value chain: at the supply end of raw materials and food processing services, raw materials and services can be purchased at a very low price; In terms of store rental cost, considering the strong drainage ability of grandma's family, grandma's family began to marry the urban complex and enjoy the profits brought by traffic; At the same time, many commercial real estate developers have given them great lease benefits, and the explosive growth of their stores has also started from this time.

embrace the changes of the internet

on the whole, grandma's use of the internet is not very bright compared with her competitors, and it always stays at the level of internet marketing. Under the wave of O2O, there is nothing unique about the cooperation between grandma's family and online group buying and comment websites, and most of them are online drainage and promotion activities.

However, it is undeniable that the attitude of actively embracing the Internet has won the dividends of brand communication, marketing and logistics distribution brought by the internetization of traditional industries at the first time, which is also the guarantee for grandma's rapid expansion in the country and even internationally in recent years.

Using social media to create "June 2 Grandma's Day" is a brilliant use of the Internet by grandma's family. Before the festival comes, it promotes holiday promotion information through Weibo, WeChat, forums and major comment websites, and encourages consumers to interact with grandma's house by means of free of charge and discount promotion, which not only enhances consumers' activity and participation, but also greatly enhances brand awareness and reputation.

for O2O, grandma's family is relatively rational, mainly focusing on brand promotion and maintenance, and not blindly smashing group purchases to make big moves, but it is not old-fashioned and outdated. In 2115, the public comment was stationed in Hangzhou, and grandma's family became the first contracted merchant in Hangzhou. It was also a catering enterprise that introduced WeChat payment earlier, and also cooperated with the food social APP "Where to eat" to try new products.

New challenges in the post-Wu Guoping era

For grandma's family, the post-Wu Guoping era has two meanings: First, Wu Guoping announced his retirement at the age of 51 and handed the baton of grandma's family to the young Qiu Xiaohua; Another meaning is that the internet has further penetrated into the catering industry, and grandma's family is facing a new external environment.

Under this background, grandma's family will face new crises and challenges.

First, there is an internal crisis-the conflict between the leadership styles of the new and old successors and the inherent culture of grandma's family. The main reason for this concern is that grandma's family has never realized the mechanism of manager management, and the personal style of the head has a far-reaching impact on the brand.

Wu Guoping's grandmother's house is full of Wu Guoping's brand. She is like one of his children, and her industrialized thinking and her grasp of the value appeal of fast and fashionable catering are flowing in her body. However, it remains to be seen whether the new leading group headed by Qiu Xiaohua can control even shine on you freely. Building a manager management mechanism is the only way for the sustainable development of family-owned enterprises.

the second is the challenge of internet catering industry. In recent years, a large number of imitators have sprung up, and grandma's price-effectiveness ratio model may eventually become a competitive strategy and fall into the quagmire of price war.

the biggest impact brought by competitors may be the bankruptcy of the low-price model. As Wu Guoping said, once customers are no longer willing to spend time waiting in line, this business operation mode will go bankrupt, and restaurants with low passenger flow will inevitably lose money and close down. From the perspective of customer experience, waiting is not a good phenomenon. The long queue in front of the store may be a good story material, but it is too expensive at the expense of destroying the user experience.

For the catering industry, the Internet no longer only has the function of marketing and innovation, but also can be a tool to improve the efficiency and reduce the cost of the catering industry. It can also play a role in the whole process of catering industry management, from ordering, payment, purchasing, inventory management, supply chain management to take-out and online order receiving.

On the whole, the internet of catering industry is moving towards deep water, and it will take time to test whether grandma's family can live better in the new wave. Classic marketing strategy case 2

Joy Makeup: Explore the "happy" blue ocean of home furnishing industry

The unique business model is the most valuable core competitiveness

value, which was once given more tangible assets, perhaps a production line, a warehouse or an office building ... However, in today's business world, the rules have changed, and the value of intangible assets far exceeds these tangible assets.

Apple's success has made everyone find that the ultimate "user experience" is worth hundreds of billions of dollars. Xiaomi was born, with its unique business model and gameplay, achieving core competitiveness; The popularity of Haidilao makes "abnormal service" and "happiness" its unique weapon!

if you analyze these cases carefully, you will find that they all follow the law of "emotion drives and leads demand". What the product conveys to the user is the added meaning of the product, the communication of ideas and the expression of emotions, and the pleasure that the product brings to the user beyond his expectations.

"Jirenle Cosmetics" is also an enterprise that leads the consumer demand with innovative business model. It takes "happy marketing" and "maker model" as its wings, and creates a brand-new consumer product category of "home cosmetics".

From the emotional point of view, the brand tonality of "Jirenle Makeup" is exactly what the young generation after 81s and 91s, an emerging consumer group, expect. They like things with individuality, and novelty, fun and imaginative space have become an important basis for them to judge whether the products are valuable.

The market changes are always surging. Some people think that innovation needs to be subverted. Some people think that innovation comes from the upgrading of traditional industries, and upgrading the functions of products will open up the blue ocean market of products.

In the future, the competitors of enterprises will not only compete in the same industry, but also may come from cross-border subversion. In any case, Wang Tongxiao, the founder of Jiren Music Makeup, believes: "It has become an indisputable fact that consumers will become the center of future business. Whether it is to meet the needs of consumers or create their needs, whether it is material or spiritual, brands that can touch consumers' psychology will surely succeed."

A team of "makers" who produce happiness

Behind a star enterprise, there must be an expert with profound skills. If Jin Yong's martial arts world is used as a metaphor for the business world, Wang Tongxiao, the founder of Jiren Music Makeup, belongs to such a "genius" as Huang Laoxie, jumping out of the three realms and not in the five elements.

Wang Tongxiao has 2116 years' working experience in the coating industry, and has been rated as a "outstanding contributor" in China coating industry for a century. He has gained a high reputation in the industry with his distinctive personality and remarkable achievements. All the brands he serves have become dark horses in the industry during his term of office, and his marketing techniques that are unconstrained and can be implemented on the ground have always been admired by his peers.

Wang Tongxiao has an unprecedented maker team, whose management system and organizational culture are highly condensed into a Happy Basic Law, and the "Happy Camp" is the office center; The four centers of market, e-commerce, brand and marketing are named Dongxie, Xi Du, Nandi and Beigai respectively. The avatar of the management center! What a self-contained little Jianghu! Everyone in the team is an entrepreneurial partner of Jiren Le Cosmetics. They are not only happy with endless innovative ideas, but also happy with customers and users.

how to use this enthusiastic and happy maker team to ignite customers and finally infect consumers?

In the choice of dealers, Wang Tongxiao strictly abides by the concept of heaven and earth-approving Jiren Le makeup; Keeping up with the pace of the times, being willing to play hi-new mode with Jiren Music Cosmetics, and being happy with users are the first conditions for cooperation.

Of course, if it is only a unilateral request, the dealers will definitely not buy it. For this reason, the headquarters has also provided more attractive rewards and guidance on how to effectively carry out happy marketing. Wang Tongxiao believes that Jiren Music Makeup Club will provide a set of popular standards for reference, but partners don't have to stick to this, they should respond flexibly according to local actual conditions and innovate happy experiences.

Ji Ren Le Cosmetics will also provide learning opportunities for innovative organizations and individuals. Standardization is half, and the key is to rely on the innovation of the other half to meet the trend and adapt to the future. For those partners with strong ability, they may become shareholders of Jiren Le Cosmetics, share dividends and build business partners.

Think what others dare not think, and do what people dare not do

Jirenle makeup not only has a complete and new dealer management scheme, but also has an amazing experience environment for users. Because in Wang Tongxiao's view, abnormal service is the key to establish a differentiated and personalized image in the mass market, and it is closest to users, so it is necessary to serve the best.

Just as three squirrels call consumers the main people, Jiren Le Cosmetics calls dealers "grandpa", paying attention to the feeling that dealers are called the boss or respected, and highlighting the "abnormal" service. The manager and shopping guide of Jiren Le Cosmetics are called Size S and Beauty respectively.