Case analysis of classic brand marketing
Looking back on the past years, there are many classic marketing cases for us to remember, and their creative means make us sigh. No matter in a certain link of marketing, the whole system process or the specific planning process, there are many places worth learning and learning from, whether it is taking advantage of the situation or comparing positioning, whether it is building momentum or selling point planning, whether it is product innovation or marketing communication, it is worth our discussion and analysis.
First, Huangshan cigarettes went on the market
In the 1991s, cloud cigarettes were in full swing in the China market, and brand cigarettes such as Hongtashan and Ashima in hongta group were widely sought after by consumers as high-end tobacco representatives in the mainland market. Faced with such an almost absolute monopoly tobacco brand, Anhui Bengbu cigarette factory at that time was unattainable. In June, 1993, Anhui Bengbu Cigarette Factory developed a new product which can be compared with Hongtashan in taste and packaging? Huangshan Tobacco, how to break the blockade of Hongtashan's high-end products in Anhui market at that time became the key for enterprises to consider. At that time, Bengbu cigarette factory was the largest tobacco enterprise in Asia in terms of industry popularity and communication resources. Hongta group is not a heavyweight. To break through in the fierce competition, it is necessary to be good at taking advantage of the situation. At that time, Bengbu Cigarette Factory launched a nationwide campaign to attract brand names of unregistered cigarettes in Hefei, the capital city of Anhui Province, and branded new national famous brands such as Huangshan, Hongtashan, Ashima and Zhonghua together. As a result, Huangshan cigarettes ranked first, Hongtashan second and China third. Subsequently, the company quickly released information in the market: cigarette smoking, Huangshan first, Hongtashan second. And endless soft articles spread quickly in the national mainstream media, and Hongtashan was caught off guard. Huang Shanyan, just a few clever public relations strategies, well resolved the competitive momentum of the strong brand Hongtashan in Anhui, East China and even the national market, realized the dream of national rise with few resources, created a weak brand to challenge the strong brand skillfully, and successfully realized the listing of new products. Classic example, with a good start, The sky is high and the clouds are light. Is it a Huangshan Mountain? As a breakthrough, the main brand of Chinese flue-cured tobacco, China phase, Chinese flavor? Huangshan Tobacco won the eye and the market at the same time.
Looking at the success of Huangshan Tobacco, the key lies in the positioning of comparison, skillfully borrowing brand cigarettes, bundling them together, and then spreading them quickly, laying a market foundation. First of all, Huangshan Tobacco puts itself together with mainstream high-end brands for consumers and experts to taste, which means that its product positioning is a competitive product facing the high-end market, even if the product itself has made Huangshan have enough capital; Secondly, in the first time after the end of the tasting, Hefei, the capital city of the tasting results, was quickly spread. Cigarette smoking, Huangshan first, Hongtashan second advertising overwhelming, achieving the first arrival of information, attracting the attention of the media in the province; Third, it is obvious that the strategic attempt of Huangshan Tobacco is not only the market in the province, but also the product and brand cake. Therefore, Huangshan has cleverly spread such a theme in the national media, and the theme content has moved from tasting to a broader vision: China Tobacco: Huangshan comes first, Hongtashan comes second, and at this time, Huangshan's brand strategy attempt has basically been brought to the extreme.
Second, Nongfu Spring
Around 2111, the competition pattern of China water market has basically become a fixed trend. The national brands dominated by Wahaha and Robust have basically achieved the division and encroachment on the China market! At the same time, many regional brands are constantly impacting the water market, but it is often difficult to make a major breakthrough. At that time, the more representative aquatic products were Shenzhen Jingtian Space Water, Guangzhou Yibao, Grand Canyon, etc., and some high-end water brands, such as Watsons and Master Kong. However, the dominant and mainstream position of China water market competition has not changed. It was at this time that Hainan Yangshengtang began to enter the water market, and the appearance of Nongfu Spring changed the competition pattern of China water market, forming a strong up-and-coming brand in China market. Moreover, with the intensification of market competition, Nongfu Spring gradually replaced Robust as the second largest brand in China market in a certain sense, thus creating a famous war case in which weak resource brands defeated strong resource brands. In the specific operation process, firstly, Nongfu Spring bought out the exclusive exploitation right of Qiandao Lake water quality for 51 years. During this period, no water enterprise can use Qiandao Lake water quality to develop aquatic products, not only innovating the bottle cap, but also using the unique bottle opening sound to shape the difference, and playing? Sweet? The concept of? Nongfu Spring is a little sweet? It has become a differentiated selling point; Secondly, in order to further develop and clean up the industry portal, Nongfu Spring declared that it would no longer produce pure water, but only produce healthier and more nutritious natural water from Nongfu Spring, and did it? Narcissus contrast? In the experiment, three plants were placed in pure water, natural water and polluted water respectively. We found that the growth rate of plants placed in pure water and polluted water was obviously not as fast as that in natural water. Therefore, Nongfu Spring came to a conclusion that natural water is the nutrient water. Its? Natural water is healthier than pure water? Through the mouth of scholars and children, Nongfu Spring won its influence, and firmly occupied the top three positions in the bottled water market in one go.
The success of Nongfu Spring lies in its planning and momentum. On the one hand, it continuously refines its selling points, from the opening sound of the bottle cap to a little sweet, from a little sweet to the current PH value test, claiming that it is weak acid and weak alkaline; On the other hand, he is good at hype and momentum, forming differences through comparison, and then improving himself.
3. Wang Lao Ji
From 81 million yuan in 2112 to 2.5 billion yuan in 2115, it is a rapid growth. Wang Lao Ji, as a kind of herbal tea, was born in Daoguang period and developed rapidly from a regional brand to a national brand. Herbal tea As? Drinks? Selling, refining the core selling point, not getting angry, Afraid of getting angry, drink Wang Laoji? Became fashionable and popular; Second, with the help of influential media? CCTV has spread and enhanced its influence and image. Of course, its red packaging has also gained enough visual impact and attraction. In addition, in the terminal and channel design, Wang Laoji has achieved rapid development.
IV. Fuding Organic Rice
Fuding Organic Rice sells grains of rice to the whole country, and small grains of rice can be sold for hundreds of millions of dollars. The appearance of Fuding overturns the rules of the game in the grain and oil industry, integrates the industry, and changes from ordinary planting to organic planting, which not only expands the market, but also changes the consumption behavior and becomes high-end consumer food, which is also helpful to health. Fuding organic rice pure ecological pollution-free rice? Differentiated positioning not only locks consumers, but also forms a unique selling point. Of course, Fuding organic rice also focuses on cultural cards in the marketing process, and uses consumer card distribution and other means to cultivate loyalty.
v. Five-grain Dojo
As a fast-moving consumer product, the appearance of the five-grain Dojo has also changed the rules of the game in the industry. From frying to cooking, it is a qualitative change, a change in process and mechanism. Not fried, healthier? , advocated a new concept and way, and its unique selling point also won the favor of the market.
In fact, the society is constantly developing, and marketing is also advancing with the times. No matter the method or means, no matter the mode or creativity, innovation is needed. For example, drinking paint and bathing naked in the street are the creativity and momentum of new products. For example, grafting and borrowing are borrowing momentum. In order to attract eyeballs and attention effectively, the first thing we need is to break and subvert the industry rules, attract the attention of leading brands, or aim at the weakness of leading brands, and secondly, whether it can attract the active attention of mainstream media; Finally, it is necessary to establish and form differences and distinguish competitive brands. Of course, the selling point is not always a selling point, especially in the current homogeneous competition environment, what is needed is dynamic adjustment, keeping pace with the times and adapting to local conditions, so as to win not only the eye, but also the market. ;