I used to be a Wahaha a province of an ordinary expansion team members, Wahaha expansion team worked more than half a year, has now left the office, write these things, not to belittle the Wahaha, but I hope to trigger a real concern for the Wahaha expansion of attention to the work of the person's attention, we **** with the same to discuss the expansion of Wahahaha, to find out where the problem really lies, to promote better development of Wahahaha. Find out where the problem really lies, and promote the development of better work. Which may be inappropriate and inconsistent, please give us more advice! I and the author's feeling is the same, but not a regional, feel that he wrote a very reasonable copy of this article, which I made some small changes in the article.
---- Wahaha branding from the new product promotion
Wahaha Group, as a leading enterprise in China's beverage industry, under the leadership of General Manager Zong Qinghou, through the unremitting hard work of all the staff in the middle of the consumer and the channel set up a considerable degree of brand recognition, the creation of a series of familiar brands such as Nutrient Express, very cola, pure water and so on, the company Maintained a sustained, rapid, healthy and orderly development, statistics show that, as of 2007, the company's asset size, production, sales revenue, profits and other indicators have been ranked first in China's beverage industry for 10 consecutive years, showing a strong brand vitality, from the second half of 2008 onwards, the company spends a lot of effort to develop new products to promote the products have been frustrated time and time again, production capacity exceeds the demand for new products out of the dead, the phenomenon of these Behind these phenomena highlights the Wahaha products terminal promotion and even brand building in the many ills, as a Wahaha company used to promote the terminal, I am well aware of the Wahaha brand in the terminal to promote the process of the existence of a number of ineffective factors, now combined with the actual talk about one or two:
In the author's view, Wahaha's new products to promote the fundamental cause of repeated setbacks is the Wahaha products in the terminal of the voice is too weak to produce a strong influence on consumers' minds, and the brand has a strong influence on consumers' minds. Consumer mind to produce a strong influence, and ultimately submerged in the vast ocean of brands, and the reasons for this phenomenon is multi-faceted: First of all, Wahaha recently launched a new product failed to carry out a clear brand positioning, the company's development of new products lacks a clear and unique brand positioning as well as brand development and promotion planning, the most direct embodiment of the most various types of advertising appeals more than a variety of advertising ideas old-fashioned and not enough new The most direct manifestation of this is that there are many and varied advertising appeals, and the advertising ideas are old-fashioned and not innovative enough, which makes it difficult to contribute to clear and definite brand associations, leading to difficulties in establishing a clear and unique brand image and brand associations in the minds of consumers in the process of terminal promotion. Whether it is Simu C, Bubble Music, Yo Yo Milk Tea or Pomelo Tea, due to the lack of a clear brand image and unique appeal, resulting in the lack of terminal promotion process in line with the product image of the unique promotion, it is difficult to establish their own market segments, to become a strong product in the market. Second, due to the lack of promotion planning, product terminal promotion more dependent on the expansion of the team's personal way of thinking and ability to expand the team members are often based on their previous promotion of other products carried out in the way to carry out the promotion is difficult to combine with the unique selling point of innovation, and ultimately in the terminal consumers are difficult to establish a unique brand image and ultimately fetal death. Third, promotional materials and other follow-up to the company's current main products HELLO-C as an example, some places have been in the promotion of a few months, the local company is equipped with a lack of product promotional materials are not at all. And the company lacks but under the big order to promote, publicity is not, the lack of promotional materials, some expansion team members in order to cope with the company's requirements to cope with, the publicity effect is greatly reduced.
Two, the terminal promotion cost investment is not enough to lead to the terminal voice of the important factors of the weak, due to the Wahaha brand numerous (according to statistics there are more than 200 brands, involving beverages, children's clothing, food and beverage and other areas), resulting in a single product promotion costs are limited, which restricts the choice of Wahaha promotional tools, Wahaha new products to promote the bombing of the main high-end advertising + channel policy + terminal consumer promotions, the main. Network marketing and other ways to supplement, due to product positioning fuzzy plus Wahaha rarely use star strategy, resulting in high-end advertising investment, although the strength of the larger, but it is difficult to form a clear and unique brand awareness in the minds of terminal consumers, and in the terminal consumption in the pull process, due to the high altitude advertising investment is more, resulting in the company's terminal promotion costs are insufficient, the company rarely in the terminal investment in advertising, outdoor, media advertising, Public relations activities and other forms of publicity is almost none, and only consumer promotional activities are often based on small and medium-sized gift promotions, promotional forms of a single is not novel enough, less influential, difficult to produce a stirring effect in the terminal consumers, in the beverage industry is becoming increasingly competitive, promotional methods are becoming increasingly the same, the product homogenization is becoming increasingly serious, competitors are increasingly more and more publicity in the terminal investment today, this single promotional methods, weak brand voice, the brand's reputation. The way, weak brand voice, is bound to be drowned out.
The weak brand influence of the mother brand is another factor that leads to the ineffective promotion of new products, consumer awareness of the mother brand of Wahaha and loyalty, low degree of adherence, resulting in the promotion of new products can not borrow the assets of the mother brand, each product is listed like the publicity of a brand new brand, the cost of investment is large, the effect is not obvious. Due to the lack of planning and promotion of the parent brand, resulting in the mention of Wahaha, consumers are difficult to form a clear unique and clear brand associations, often think of "drinking Wahaha dinner is fragrant" and other product advertisements or children's beverages on the fuzzy concepts, but very few consistent and clear brand claims and brand associations, brand awareness and reputation, loyalty are not enough. Reputation, loyalty are not ideal, I often hear a phrase in the terminal promotion process is: "Nutrition Express was your Wahaha ah", visible Wahaha mother brand influence in the terminal.
If the above is the Wahaha new product promotion before the planning of problems, then the following is in the promotion of the implementation of the process of unfavorable factors, these unfavorable factors greatly impede the successful promotion of the new product:
One of Wahaha's strong channels to bring about a hard injury: as we all know, Wahaha is known for the construction of the channel, the company through the form of marketing body, the establishment of a wide range of distribution of marketing Channel, Zong Qinghou once said a sentence called: "Our new products can be spread throughout the country in three days in every corner", visible Wahaha channel strong, but as the saying goes, the development of anything to the extreme will inevitably have a negative impact on the channel's strong to the promotion of Wahaha's new products have also brought about an adverse impact on the performance of:
The problem of poor management greatly affects the effect of promotional activities, embodied in: a market force to expand the work of the team's assessment of the effectiveness of the poor, the assessment is mainly for promotional activities on-site photographs, as well as sales, the cost of inputs, etc., the Ministry of Markets rarely sent directly to the scene to supervise the activities to carry out the effect of the development of the captain of the personal management level directly determines the responsibility of the market to carry out promotional activities for the good and bad, and expand Captains are often appointed by the provincial sales manager and payroll, the Ministry of Marketing rarely to expand the appointment and dismissal of the captain, which weakened the Ministry of Marketing to expand the captain as well as to expand the supervision and management of the team's actual effect. Second, poor departmental collaboration seriously affects the development of promotional activities, due to expand the team is often used by the provincial manager to supervise the sales department of the sales work, affecting the relationship between the sales department and expand the team, and expand the team on the development of activities to take the members of the district responsible for the system, i.e., expanding the members of the team is based in a sales region, is responsible for the promotion of the products of the sales region, due to the limited expansion of the team, expand the team members to carry out activities cannot be separated from the cooperation of the sales department, especially the sales department. Can not be separated from the sales department's cooperation, especially large-scale activities is more so, and departmental collaboration is not effective resulting in large-scale activities is difficult to collaborate to carry out, sales and development departments complaining about each other, sales look down on the expansion of the team members, that the effect of its work is not obvious, on its work everywhere to beware of expanding the team members complained that the sales manager does not cooperate with the work of the organization is not willing to declare a large-scale activities. Third, the activities carried out by the good and bad and the lack of scientific assessment mechanism of personnel management, activity assessment is often focused on the promotional activities on-site sales of goods how much, how much the cost of inputs, the lack of activity effects, innovation and the promotion of long-term brand awareness and reputation of the assessment. Personnel management as a result of the resident system, the development of the captain of the resident team members is difficult to carry out effective management, team members often loose work, promotional activities to cope with, affecting the effectiveness of the activities.Good luck.