Wang Lao Ji's marketing strategy: repositioning

The key words for repositioning are: inheritance, sublation, breakthrough and innovation.

At the end of p>2112, Jiaduobao found Chengmei (Guangzhou) Marketing Advertising Company. The original intention of Jiaduobao is to shoot an advertisement to solve the problem of publicity. After careful study, Cheng Mei found that Wang Laoji's core problem can not be solved simply by advertising-many China enterprises have this short-sighted approach-and the key is that there is no brand positioning. Although the red Wang Lao Ji has been sold for 7 years, its brand has never been systematically positioned, and even enterprises can't answer what the red Wang Lao Ji is, let alone consumers, who have no idea why they want to buy it-this is the brand positioning of the red Wang Lao Ji. If this problem is not solved, it will be of no help to shoot any kind of advertising film. Like David? Ogilvy said: The effect of an advertising campaign depends more on the positioning of your products than how you write advertisements (creativity). After in-depth communication, Jiaduobao finally accepted the suggestion, decided to suspend the shooting of commercials, and entrusted Chengmei to brand the red Wang Laoji first.

brand positioning is mainly a marketing strategy to put forward ideas different from competitors by understanding consumers' cognition (rather than demand). Specifically, brand positioning is to conduct a comprehensive study of consumers' minds-to study consumers' cognition, advantages and disadvantages of products, red Wang Laoji, competitors and so on. Because consumers' cognition is almost unchangeable, brand positioning can only conform to consumers' cognition but not conflict with it. If people have a clear view of the red Wang Laoji, it is best not to try to offend or challenge it, just as consumers think that Maotai can't be a good "whisky".

Therefore, the brand positioning of Red Wang Laoji cannot conflict with the existing cognition of consumers in Guangdong and southern Zhejiang, so as to stabilize the existing sales volume and create opportunities for enterprises to survive and expand.

jiaduobao doesn't understand consumers' cognition, purchase motives, etc.-for example, enterprises once thought that consumers in southern Zhejiang bought mainly because of high-end products and the word "auspicious". In order to understand consumers' cognition, Chengmei researchers interviewed dealers inside and in Jiaduobao while collecting second-hand data.

In the research, it is found that the occasions for consumers in Guangdong to drink red Wang Laoji are barbecues, mountain climbing and other activities, and the reasons are nothing more than "drinking a can while eating barbecue is a psychological comfort" and "it is not too serious to get angry, so there is no need to drink Huang Zhenlong" (Huang Zhenlong is the representative of herbal tea shop, and its representative products have strong effects of eliminating dampness and reducing fire). In southern Zhejiang, drinking occasions mainly focus on "eating out, partying and family". In the process of understanding the local food culture, the researchers found that consumers in this area are more worried about "getting angry" than in Guangdong. The candied plum and Coca-Cola on the table of the symposium were neglected and were called "dangerous goods that would get angry". (The follow-up study also confirmed this point, and found that the sales of Coke in Wenzhou and other places were always low. In the end, Liangle almost gave up the market and generally did not advertise.). And when they evaluate the red Wang Laoji, they often talk about "it won't get angry" and "it's healthy, and children and the elderly can drink it without getting angry". Perhaps these ideas have no scientific basis, but this is the idea in the minds of consumers in southern Zhejiang, and this is also the "only fact" that needs to be paid attention to in research.

These consumers' cognition and purchasing behavior show that consumers have no "treatment" requirements for red Wang Laoji, but buy it as a functional drink. The real motivation for buying red Wang Laoji is to "prevent getting angry". If they want to reduce the occurrence of getting angry when tasting barbecue, they may use drugs, such as Niuhuang Jiedu tablets and traditional herbal tea for treatment after getting angry.

Further research on consumers' views on competitors reveals that the direct competitors of Red Wang Laoji, such as chrysanthemum tea and refreshing tea, only penetrate the market at low prices and do not occupy the position of "preventing from getting angry" drinks due to lack of brand promotion. Coke, tea drinks, juice drinks and water obviously do not have the function of "preventing getting angry" and are only indirect competitors. At the same time, the establishment of any brand positioning must be the most capable of the brand, that is, there is evidence to follow. For example, Coca-Cola said "authentic Coke" because it is the inventor of Coke. Researchers have studied the cognition of enterprises and products themselves in consumers' minds. The results show that Wang Laoji's identity as the "ancestor of herbal tea", mysterious Chinese herbal medicine formula, and the history of 175 years are obviously capable of occupying the "drink to prevent getting angry".

Because "preventing getting angry" is the real motivation for consumers to buy red Wang Laoji, it is obviously beneficial to consolidate and strengthen the original market. Whether it can meet the enterprise's expectation for the new positioning-"entering the national market" has become the next step of research. Through the research of second-hand materials and expert interviews, it is unanimously shown that the concept of "clearing away heat and detoxifying" of traditional Chinese medicine in China for thousands of years has been widely popularized throughout the country, and the concepts of "getting angry" and "removing fire" have also been deeply rooted in people's hearts in various places, which makes the red Wang Laoji break through the limitations of regional brands.

at this point, Wang laoji has been clear about his marketing strategy. First of all, it is clear that the red Wang Laoji is competing in the "beverage" industry, and its competitors should be other beverages; Brand positioning-"drinks to prevent getting angry", its unique value lies in-drinking red Wang Laoji can prevent getting angry and let consumers enjoy life without worry: frying, spicy food, barbecue, watching football all night ...