1, excellent product (marketing) positioning. I often go to Guangdong. In his early years, Wang Laoji's position was more like "medicinal tea" than "table drink" or "ready-to-drink drink" like cola, with some colors of "fire-removing function". The embarrassing effect of Wang Lao Ji is that the market doesn't know whether it is a medicine or a drink. As for herbal tea, you'd better buy it in a drugstore or make it yourself at home. As for drinks, it is best to use Coca-Cola. Outside Guangdong, everyone thinks that "herbal tea" is herbal tea, and some people even say that "we don't drink herbal tea, we drink hot tea". \x0d\ At the same time, in the dining table market of that year, the tall ones were generally freshly squeezed juice, and the ordinary ones were carbonated drinks and juice drinks such as fresh oranges. Because of health reasons, carbonated drinks are gradually resisted, especially some girls, who basically don't drink carbonated drinks. Fruit juice drinks are basically monopolized by domestic products, and it is difficult to be favored by high-end diners because of everyone's concerns about the domestic food industry. \x0d\ Jiaduobao's slogan "Drink Wang Laoji if you are afraid of getting angry" is not "function" but "health". \x0d\ Wang Laoji's first batch of advertisements were four, which should be four scenes: \x0d\a, family reunion dinner, and everyone was sweating. At this time, Wang Laoji served it, and everyone laughed. \x0d\b, lovers are dating, as if eating pizza (baked, meaning getting angry), and the waiter comes up to look for Wang Laoji. \x0d\c, workplace party, eating stir-fry (implying getting angry), the waiter came up to find Wang Laoji. \x0d\d, young people get together, eat spicy hot pot (implying getting angry), and the waiter comes up to Wang Laoji. \x0d\ The final soundtrack slogan is: "Don't worry about anything, for fear of getting angry and Wang Laoji. Please note that this advertisement not only solves the problem of "integrating the concept of removing fire into people's hearts", but more importantly, the four scenes of this advertisement all talk about the product of "Wang Lao Ji herbal tea" as a beverage, or "removing the medicine and turning it into tea". \x0d\ In terms of advertising layout, Wang Laoji chose the most influential channel CCTV, which also showed his determination. At that time, Wang Laoji's marketing expenses should be around 65,438+million, which is nothing in front of CCTV. The effect of this100000 yuan is obvious to all. It should be said that it is not only a success, but also a peak. \x0d\ Unfortunately, as a fast-moving consumer industry, its product positioning still stays in "marketing" itself, and there is no big breakthrough. \x0d\2. Creation of offline channels. \x0d\ Why do I say that marketing is a road of no return? Because no matter how well you do online, people can't buy anything after you come down, and your advertising fee is wasted. And offline things are very hard. Just like the distribution channel of foot app in it industry now, whoever has mastered the channel in FMCG industry is king. See how Jiaduobao does it: \x0d\a, market classification management, different strategies. \x0d\ should be divided into five levels, but I can't remember the details. It seems that Jiangsu and Zhejiang in Guangdong are the first level, and the two lakes and Jiangxi are the second level. But match different market strategies. This is a very good step-by-step method in the case of limited advertising and manpower. \x0d\b, the marketing model of "total distribution system+postman". Agents are required to have the ability to deliver and press goods. \x0d\ At the same time, the marketing staff of Jiaduobao are fighting with the agents. The marketing staff of Jiaduobao need to put in 35 terminals (including restaurants and small shops) and develop 3 terminals every day. \x0d\c, the ground advertisement "Bombing by Sea, Land and Air". \x0d\ In the catering terminal, "sea" refers to the chair cover, napkin and toothpick bucket of Jiaduobao logo, "ground" refers to the door Yi Labao, wall pop (poster) and kitchen apron, and "empty" refers to the flag hanging in the air. As long as these are free paper towel toothpick bottle openers, these stores are willing to cooperate. Roadside shop, Jia Duobao didn't let go. It is stipulated that each salesman should post more than 30 pieces of Persistent organicpollutants and refrigerator stickers every day, which will definitely occupy the terminal. \x0d\d, the most important thing is to be kind to dealers. \x0d\ Channel dealers are most afraid of withholding money, and Jiaduobao is happy to settle the money; In terms of profit, Jiaduobao does not use the difference between import and export, but prefers the principle of rebate according to quantity. The more you sell, the higher the profit. Commodity loss is a major problem in distribution. For example, if a jar leaks and breaks, 100% is responsible for these Jiaduobao products, and all kinds of promotional materials are followed up in time, and there is also a special emotional maintenance specialist. \x0d\ Jiaduobao said that for every 10 can of herbal tea sold in China, 7 cans belonged to Jiaduobao. This cow is not blown for nothing. Through thick and thin, the channel is king. \x0d\3, virus marketing of Jiaduobao (should be written at the end). \x0d\ Actually, this should have been written later, but I think the words on it are getting more and more serious and boring. Have something that everyone likes. \x0d\ Stop talking and look at the picture. \x0d\ This series of advertisements was forwarded by grassroots in Weibo at the beginning of the year. Behind the incident, of course, there is a pusher. \x0d\4. Jiaduobao interactive marketing. \x0d\ Last Spring Festival, in many supermarkets, I shouted to this machine "Come to a jar of Jiaduobao in the Spring Festival". When it reaches a certain decibel, I will give away a can for free. \x0d\ As a result, many people shouted at this machine, and one after another "Jia Duobao in the New Year" appeared in the supermarket! \x0d\ It is said that you can shout out 8000 cans a day, but how much is this? He occupied the whole supermarket all day. \x0d\ Not only that, this marketing technique was used by Weibo for the second time. \x0d\5, entertainment marketing of Jiaduobao. \x0d\ As we all know, the advertisement of "The Voice of China" in the first season coincided with the last moment when Jiaduobao and Wang Laoji grabbed the brand, and the campaign was basically a complete victory. \x0d\ To what extent did The Voice of China in the first season affect it? In my impression, in the past ten years, there was only one variety show that could compete, and that was super girls (or happy girls, I can't remember) from Chris Lee and BiBi Zhou. In short, these two have the same influence at most, and we can't think of a third one. \x0d\ Good Voice of China has two points in entertainment marketing: \x0d\a, and the investment in title is only 60 million. It should be said that both sides are gambling, and Jiaduobao won (the title fee in the second quarter was 200 million, but its influence was far less than before); \x0d\b, the words "authentic good herbal tea, authentic good voice" were taken off at once. From then on, Jiaduobao was authentic, and Wang Laoji retired to the second line. \x0d\c, in the process of Jiaduobao, they not only paid for the title, but also used their powerful channels to promote it in more than ten cities, and pop was also posted to various terminals. \x0d\6, the battle between Jiaduobao and Wang Laoji. \x0d\ Well, it can't be written in a few words. Let's "catch a glimpse of the whole leopard" from some propaganda words during Jiaduobao. \x0d\a, the number one red pot herbal tea in China, is now renamed as Jiaduobao. \x0d\ is extremely deceptive. I didn't say Wang Laoji changed his name, I said the best seller changed his name. But I was still ordered to make a movie. \x0d\b, afraid of getting angry, drink Jiaduobao now. \x0d\ The last sentence was changed when the advertisement was complained. The emphasis is on the word "now", which is very deceptive. To tell you the truth, it has been renamed. \x0d\c, still the original formula, still familiar with the taste. \x0d\ told the consumer that although the name has changed, the formula and content have not changed, so I'd better buy this one. \x0d\ went offline and told the dealer to "rename". Anyway, it's the same people who are docked, and everyone doesn't care about such a thing. At that time, when eating, the customer called "Wang Can Laoji", and Jiaduobao came up, and then the merchant would tell you that it had changed its name. \ x0d \ Well, I have written so much magnificently, and the story of Wang Laoji and Jia Duobao can't be written in thousands of words. Let's talk about it later. \x0d\ In short, if a domestic enterprise can be said to be the "top of marketing", it is Jiaduobao. \x0d\ Yes, neither. \x0d\ Others' analysis, please borrow it.