Today, with the rapid development of information and serious homogenization, in order to establish a brand image, products must be different, so a differentiation strategy is needed. It refers to the strategy of enterprises to gain advantages by providing products or services that are different from competitors for large-scale markets. Differentiation can usually be achieved in five aspects, namely, products (style, attributes, style, design, function, etc.), services, employees, channels and images.

at the beginning, as an old-fashioned herbal tea with a history of 171-81 years, Wang Laoji has been confined to the regional market in the south of China, and maintained a small-scale and tepid sales state. Since 2113, Wang Laoji has created an explosive growth market miracle. Sales increased from 1.8 billion in 2112 to 5 billion in 2117, and the four-year sales increased by nearly 21 times. This is due to the differentiated positioning of Wang Laoji.

1. Relocate and change the category attribute

At the beginning, people positioned Wang Laoji as "medicinal tea", which caused consumers psychological barriers and dared not drink casually, let alone drink more. Therefore, Wang Laoji relocated "medicinal tea" to "beverage", made it clear that the red can of Wang Laoji was a functional beverage to prevent getting angry, and changed its category attribute, which cleared the way for Wang Laoji to enter the national market.

2. Time-honored brands inject new elements

The target users of the beverage industry are young people, and the biggest problem of time-honored brands is that they give people the impression of aging and obsolescence. Therefore, Wang Laoji has injected new elements into the brand. In the promotion, we will create a fashionable traditional product with a relaxed, happy and healthy positive image. In the advertisement, consumers are carefree to eat hot pot, barbecue, and then accompanied by "to prevent getting angry" red pot Wang Laoji.

3. Strong communication

In addition to traditional POP advertisements, Wang Laoji also innovatively arranged a large number of mid-range designs, such as designing and producing practical items that restaurants are willing to accept, such as electronic display screens and lanterns, and giving them away for free.

Repeatedly emphasizing what Wang Laoji is and what's the use in the content of communication has strengthened users' cognition and impression.

4. Terminal channels

Because in consumers' cognition, diet is an important reason for getting angry, especially spicy and fried, so Wang Laoji focuses on Sichuan, Chongqing, Hunan, Guangdong and hot pot restaurants all over the country. Provide benefits and cooperation, and strengthen brand positioning through holidays. In the end, it won the market recognition and favor, and the sales volume rose steadily.

plaid YI is a fashionable woman who loves to travel freely and is persistent in brand marketing. Invite you to pay attention to WeChat WeChat official account: Marketing flights.