Haier Pharmaceutical-a milestone of public welfare marketing in China &; China top ten planning case prize

2116 is a year worthy of ink for the pharmaceutical industry. The fake medicine incident in Qiqihar and the Huayuan incident in Anhui made everyone in the industry feel insecure. But adversity makes heroes! In this year, Haier Haimingwei's public welfare marketing model stood out like a dark horse in the pharmaceutical marketing field, sweeping across the country. Haier Pharmaceutical's "Haimingwei's National Charity Relief for Liver Disease Prevention and Treatment in China" planning case is a classic in the planning case. This case was elected as "Top Ten Planning Cases in China in 2115".

yi' an farm-a pioneer in family brand marketing in China.

China has a long family culture since ancient times. Excellent family culture can make a family last for a long time. For example, the Kong family, Jiangzhou Yimenchen and Zhejiang Qianshi, which are the first in the world, are all famous families. However, the old adage that "three generations are not rich" has always reminded us that in modern times, how to continue and carry forward excellent family culture is the answer that many families seek. This Anshi family marketing is a great attempt and exploration of China family brand marketing.

China Leyang City-Lifestyles of Health and Young City!

From bitter old age, weariness of old age, fear of old age, boredom of old age to happy old age, and then to happy culture. The pursuit of self-realization and self-harmony in old age represents a comfortable, natural, healthy and philosophical attitude towards the aged. Leyang advocates liberating the old people's traditional idea of "providing for the aged" and trying a new way of life. Let the modern old people go out of their homes, let them fly, and take a relaxed attitude to enjoy themselves in a different place, so as to make their later life full of fun. We have found a new ethnic group-Leyang, and we have opened up a new paradise-Leyang City in China.

Hand in hand with fruit and vegetable juice-brand+product+channel+promotion, four-wheel drive

From making only one category of fruit and vegetable juice, using existing channels and production line resources, it entered the field of fruit and vegetable juice, and the sales volume of single fruit juice exceeded 61 million. From the main supermarket channels and catering channels, we entered the circulation channels strongly, launched more than 61 varieties, specially developed gift clothes for National Day and Spring Festival, achieved marketing breakthrough in the secondary and tertiary markets, and sold more than 31 million gift clothes. Develop strategic products such as "vegetable juice" and enter the field of vegetable juice, laying the foundation for high-end occupation in the future. Break the traditional time limit for ordering food and beverage, and hold an order meeting before Wahaha Merchants Association.

Red Star Erguotou-brand positioning "Beijing flavor", high-end strategic breakthrough success

In view of the current situation that Red Star Erguotou brand lacks core value, channels lack products, and sales team is aging, we have systematically created imbalance. According to the characteristics of product name and production area (Beijing), the brand positioning of "Beijing flavor" was accurately carried out, and the advertising slogan "Beijing flavor without enough products is inseparable from red star" was refined. Created the "three pleasures of Beijing flavor" (climbing the Great Wall, eating roast duck and tasting red stars). The brand value has been upgraded, making Red Star the fourth largest brand in Beijing market after Maotai, Wuliangye and Jiannanchun. Since then, it has established the leading position of Red Star in China liquor industry with Beijing flavor characteristics and opened up a broad space for the next development.

Long Shuncheng-carry forward the culture of "Beijing Works" and polish the century-old signboard

As a century-old enterprise in Beijing, "Long Shuncheng" has a long history. However, with the in-depth development of marketization, the cultural treasure of "Long Shuncheng" has been deeply lost in the cruel market competition. How to make this century-old gold-lettered signboard glow with new brilliance? Through investigation and analysis, the Long Shuncheng Project Team, a planning organization in Xu Dawei, understands that "Beijing Works" combines the exquisite craftsmanship of "Su Works" and the atmosphere of "Wide Works", and has a royal cultural temperament that "Su Works" and "Wide Works" do not have. Therefore, the project team put forward several strategic suggestions, one of which is to highlight and amplify the "Beijing culture". Assist Long Shuncheng and the Forbidden City, the Summer Palace and other units with royal culture to create the first Beijing "Jingzuo" Cultural Festival, and polish the century-old golden signboard of "Long Shuncheng" through positioning and media communication.