Under the traditional marketing mode, enterprises often invest huge sums of money in channel construction, product extension, brand promotion and sales promotion, but the effect is getting worse and worse.
Grafting marketing is different. Grafting marketing seeks to market its own products on the marketing resources and platforms of other enterprises. What it pays attention to is not the ownership and control of marketing resources and platforms, but cooperation, mutual benefit, win-win or multi-win situation.
Wahaha skillfully uses Tencent to make activation occupy the first place in the market.
From June 5438 to/kloc-0 to October 65438, 2005, the two sides formally signed a strategic cooperation agreement. The newspaper understands that the first cooperation scale is 200 million bottles-all the "Nutrition Express" drinks in Wahaha will be marked with the icon of tencent games products, and Tencent will provide a total of 65.438+500 million hours of game time for this purpose. As early as 2004, Wahaha "activated" the active vitamin water, that is, launched an interactive activity of "drinking and activating to win Q coins" with Tencent virtual currency Q coins, and sent out 65,438+10,000 Q coins every month. Chen Xinhua, deputy director of the marketing department of Wahaha Group, said that due to the first-come-first-served rule, all 654.38 million +q coins are often robbed on the first day of monthly registration. With the help of Tencent, activated water became the only winner in China vitamin water market in 2005.
Intel cooperates with McDonald's to launch Centrino CPU.
On March 1 1, 2003, Intel announced that it would cooperate with McDonald's, the largest chain restaurant in the world, to promote wireless Internet access through some McDonald's restaurants. They will start with 10 McDonald's in Manhattan as part of Intel's $300 million campaign to launch Centrino products. As part of the plan, McDonald's will allow customers to surf the Internet wirelessly in the restaurant for one hour after purchasing a set meal in the next three months, and then customers can choose to pay $3 per hour or buy another set meal.
Lenovo Grafts Coca-Cola to Enhance Brand Influence
Coca-Cola is the first brand of soft drinks in the world, and Lenovo is the first brand of soft drinks in China. Lenovo and Coca-Cola cooperated in grafting marketing twice in 2006, from tactical cooperation to strategic cooperation.
During May 1, 2006, Lenovo cooperated with Coca-Cola to carry out such an activity: from May 1 day to May 3 1 day, the top 25 customers can enjoy 355ml of Coca-Cola for free every day; Buy the bottle caps and pull rings of Coca-Cola bottled or filled products or get the words 13 printed on the bottom of the cans in this promotion package, and you will have the opportunity to get Lenovo Rising Sun 125C notebook computer, Lenovo popular K 5031A643000+25680 SD (d) (a) desktop computer and Lenovo 3300c inkjet printer Coca-Cola. Desktop computers 1000; Printer 10000 sets; And 90 million free drinks. And this time, the prize is also printed with COCACOLA's LOGO.
Lenovo and Coca-Cola are holding hands. For Lenovo, which urgently needs to open the international market, this activity has become an excellent opportunity to use Coca-Cola's global channels for marketing. Chen Shaopeng, vice president of Lenovo Group, once said that because of the huge differences between the two products and consumers' consumption nature, Lenovo did not want to use Coca-Cola to promote products, but wanted to take this opportunity to let Lenovo's brand image penetrate the global market.
Haier and Ordos help each other.
Haier, as a giant in the domestic household appliance industry, and its washing machine, as a pillar product of the enterprise, firmly sits on the throne of "Big Brother" with the strong comprehensive strength of the group, which is more consistent with Ordos in terms of enterprise and brand image. Haier automatic digital frequency conversion drum washing machine is a high-tech washing machine which is very suitable for hand washing cashmere sweaters in Erdos, and will effectively solve the problem of "machine washing" of cashmere sweaters. The two sides hit it off and started grafting marketing with complementary advantages.
Haier drum washing machine ensures the safety of "Erdos" cashmere sweater machine washing and avoids the possible damage to cashmere fabric during washing. Haier even promised to consumers that Haier will be liable for compensation if the clothes are damaged when washing Erdos cashmere sweaters with Haier automatic digital frequency conversion drum washing machine correctly.
Ordos hand-washed cashmere series has effectively utilized the advantages of Haier's washing machine and household appliances market, and has been promoted nationwide, leaving a preconceived impression on consumers and confirming the technical leader position of "Ordos" in the cashmere field; Haier washing machine also showed its excellent technology and perfect service to laundry users with the help of the personality image of "cashmere sweater washing machine". Combining the high-grade, lightweight, warm and comfortable product features of Erdos with the selling point of Haier's automatic digital frequency conversion drum "cashmere washing", the advantages complement each other and find their own new sales growth space in grafting marketing.
Asus computer skillfully uses sports car brand to enter the high-end market
Asus notebook computers, originally its main products were low-end and middle-end. The high-end notebook computer market has been dominated by Japanese and American companies such as Sony, Toshiba, Hewlett-Packard and Compaq. Asus has always wanted to enter the more lucrative high-end notebook market, but for many years it has been OEM for internationally renowned brand notebook computer manufacturers. Although it has advanced technology, advanced production technology, strong R&D strength, excellent product quality and strict and perfect service system, its brand has always been regarded as a low-end brand in the eyes of consumers, so it has been slow to enter the high-end product market. In the end, ASUS Free Brand Notebook Division adopted the strategy and idea of grafting marketing, cooperated with Lamborghini, one of the three major sports car brands in the world, and reached an agreement to print Lamborghini brand on ASUS notebooks. With Lamborghini's strong influence and appeal in the world, as well as high-end, distinguished, first-class, rare and exotic brand associations, ASUS successfully entered the high-end notebook market.