Gadobao Group is a rapidly rising in recent years, a national enterprise, as the leading herbal tea industry, have to explore the Gadobao marketing. Here is what I share with you about Gadobao successful marketing case, welcome to read!
A regional herbal tea into a nationally renowned drink, fully demonstrated the strength of Gadobao, and in the breakup with Wang Laoji, the loss of many years to build the product, the success of the new brand, the realization of the brand resource conversion, to ensure that the sales volume and market share did not lose, but also reflects the superb operational capacity! This article to analyze those Gadobao's outstanding work!
The mall is like a battlefield, the wisdom of the game of commercial warfare, the degree of excitement is not less than the battlefield. Business battle, air bombing and ground fighting what effective role, and linkage is crucial, excellent enterprises often can successfully build marketing "dragnet", to achieve the effective occupation of the market! Gado baby in the original operation, will Wang Lao Ji a regional brand into a nationally recognized beverage process, fully demonstrated this strength.
(a) in the past - to build a strong "ground network", captured the northern market
objectively speaking, in the initial stage of Gadobao operation Wanglaoji, advertising and marketing skills are not deep, for northern consumers.
Objectively speaking, in the initial stage of Gadobo's operation of Wanglaoji, advertising and marketing skills are not deep, for the northern consumers, "afraid of fire, drink Wanglaoji" can only be considered a point of difference for consumers to remember, and is not a reason to promote the purchase of consumers in the north.
After all, the north and the south are not the same, do not have the habit of drinking herbal tea to fire, not very strong demand for fire, unless the fire, go to eat medicine, the north does not have a strong sense of health care in the south, in 2010, asked the northern consumers, he bought Wanglaoji is to go to the fire, the majority of the reason is not this reason, which is just a bit of a differentiation, differentiation, and did not become the reason for consumers to buy.
But Gadobao team at the time the channel business showed the merit, really deserve praise, absolutely high level, on the ground to build a strong ground network, in a word, consumers were Gadobao operation Wanglaoji surrounded by a large area.
1, the ground network of convenience stores
This convenience store is also really much, live in the neighborhood, there will always be more than one convenience store, go out to do business through the community or office building will also encounter a lot of convenience stores, the number is too much, and in these convenience stores, either the convenience store is mounted as Wanglaoji's door; the door did not mounted on the store sign of the convenience store, the doorway will be the doorway of the posters, more than one poster; then Convenience store freezers are also Wanglaoji posters; some stores walk in may also have Wanglaoji stacks. As long as you pass through the district, you will always see a high frequency of Wanglaoji's a variety of posting, publicity materials.
2, food and beverage places of the ground network
In another people often go to the consumer places - food and beverage places, first of all posted posters, needless to say, very much, and then as small as a toothpick box, are affixed to the "fear of fire, drink Wanglaoji" picture, and food and beverage doorway. The handle is also a Wanglaoji door sticker.
It can be said that Gadobao operation Wanglaoji, in the people's circle of life, consumption circle to build a variety of surroundings, the formation of three-dimensional bombing.
Such strength, so that people can not not be interested, what is this Wang Lao Ji, try to see! That's it, and then with the CCTV large-scale advertising Tian Luo, it's done. Objectively speaking, Wanglaoji's ground network is far greater than the effect of Tianluo media. This must have two music and Master Kong people involved, not many domestic enterprises can do the ground channel and terminal communication so in place.
(2) Advertising and marketing for the battle of brand conversion began in 2012, an absolute masterpiece!
Advertising and marketing, through the dissemination of help products in the minds of consumers to build advantages, build the success or not, will directly affect the battle!
In 2012, Gadobao and former partners break up, break up for Gadobao, is a fact that has to face, and a matter of Gadobao survival show, after all, to build efforts for many years to form the brand products will be lost, and all the past communication resources and focus on investment, brand building, are focused on Wanglaoji, is the cognitive and influence of the extremely high, is the best quality! A piece of resources. For the audience, the upcoming launch of Gadobao is a new brand, is a new resource, can consumers recognize, accept? Once the conversion is not successful, will completely lose the market, and business on the similar example of many, in the total distribution rights are taken away by the manufacturer, the performance of the total generation of a drop, or even disappear.
It can be said that at that time, Gadobao faced an extremely dangerous and bleak situation, once the operation failed, the consequences are unimaginable!
However, Gadobao through the wisdom of the strategic operation, the success of the past to build the advantages of brand grafting, conversion, to achieve an effective brand advantage of the excessive resources, to achieve the rapid rise of the new brand, to take over the market and share, to build up a new leading brand of herbal tea market. The spread of this can be called a classic of wisdom!
If you borrow the classic theory of "on the long war", defense - hold - counterattack three stages, Gadobao has gone through the difficult strategic defense, hold stage, and do well! The following one by one analysis of these several successful advertising and marketing:
1, the national sales of the leading red can of herbal tea changed its name
In Gadobao has been premonition of the lawsuit is about to fail, how to convert the Wanglaoji on the agenda, after all, Gadobao is a new brand, although it has been doing for many years of the agents to operate the brand, but has always appeared to be the Wanglaoji, all of the high-quality resources are centralized! In the hands of Wang Laoji, how to convert the best quality resources!
Here are 2 points Gadobao do more cattle, one is to Wang Laoji the best quality resources to turn over, the second is the conversion is very clever.
First of all, the highest quality resources. Grasp
When the launch of a new brand, the old brand resources to undertake over, to consider what is the most valuable, herbal tea, formula, history, industry status, these are very valuable, advertising and marketing to shape, pass the product distinctive advantages, these values compared with competitors (and its positive also played the concept of herbal tea, Deng Lao herbal tea history is not short), and does not account for the advantage, not to mention the loss of the The original product will also appeal to these, therefore, relatively speaking, the most valuable advantage is undoubtedly the Wanglaoji jianghu status, leading sales, which is the most valuable inside a resource, selling market advantage, this can be in the minds of consumers to form an excellent impact of the resources.
Secondly, the conversion of clever
After finding the advantageous resources, how to graft to the new resources, Gadobao, with a name change - "the national sales of the leading red can of herbal tea renamed Gadobao, the same formula, the same flavor, afraid of fire, drink Gadobao! "
Skillfully brought over the resources of Wanglaoji, in conjunction with the promotion of the ground, Gadobao's killer app "channels of fine-tuning" need not be said, personally experienced in the restaurant, were Gadobao sent a temporary promoter to tell the customer, the country's leading sales of the red can of herbal tea, the red can of herbal tea was renamed Gadobao, and then the red can of herbal tea was renamed Gadobao. The company has changed its name to Gadobao, and then recommended Gadobao to its customers.
2, the national sales of every 10 cans of herbal tea 7 cans is Gadobao
And in the "national sales of leading red cans of herbal tea" ads were called off by the lawsuit of Guangzhou Pharmaceuticals, Gadobao launched the latter ads are really praiseworthy, in the process, Gadobao is facing the biggest rivals are Wanglaoji, and its is not even counted, the face of Wanglaoji, and its positive and so on. Can not be counted, the face of Wanglaoji, herbal tea, formula, history and other resources, Gadobao can not be compared, the only worthwhile to say the same is an industry position, which is the only advantage that can be appealed to, we were discussing Gadobao still hold a position, is the sales, should appeal to the market share of the leading edge, so as to establish a leading edge in the market, and will be passed on to the consumer, the advantage to force Wanglaoji through this advantage to the consumer, the market share of Wanglaoji. Through this advantage to force Wanglaoji pressure over, shaping the high image of the product.
Later, when I saw the advertisement, I found that Gadobao's advertisement is a different one, and at the same time, it is very clever to do it in a more realistic figure, for every 10 cans of herbal tea in the country, there are 7 cans of Gadobao, and that is self-evidently, it represents the recognition of the consumers, and it also means that it can squeeze Wanglaoji underneath it, and this 7 cans figure is also an effective way of dodging some of the problems.
This ad like to convey the advantages of Gadobao, the advertisement is a very absolute one.
Note: Worth a one A lucky column The Voice of China
Sometimes, God rewards hard work, and God is likely to give hard work some opportunities!
Worthy of one is that God did give Gadobao a chance, Zhejiang Satellite TV's "The Voice of China", which is a who did not expect the fire of a mess of programs, into the Gadobao and Wahaha to create the Qili drink, which is a beginning of the program we did not how to see the future of the program, as in the year of the "Supergirl" popularized the Mengniu yogurt, this time once again put the satellite!
Sometimes, on the Chinese talent show, really dare not underestimate, or careless, after the variety show "I am a singer" also red let the big surprise.
But as far as the Voice of China is concerned, Gadobao should thank God for the love, this gives Gadobao advertising and marketing on the third sharp knife, finally tore a mouth.
While maintaining the ground killer, these three advertising and marketing assistance, played a role beyond the past, coupled with the image of the underdog in the news public relations, triggering consumer sympathy and public opinion support, and finally let Gadobao complete the strategic defense, out of the lowest valley, at that time, if Wang Laoji quick response, today Gadobao may not find 2013, after these two ads and the success of sponsoring the The Voice of China", Gadobao has successfully passed the strategic defense, through the most difficult period, won the right to survive, and maintain the market advantage, and successfully enter the strategic phase, as long as the original communication and channel advantages to play, there are still opportunities and space to continue to rise! Sit steadily market leader is very sure!
3, continue to occupy the position of "national sales leader"
Afraid of fire, more people drink Gadobao
advertising and marketing, through the dissemination of products to help consumers in the mind to build advantages, build the success or not, will directly affect the situation! As the media aerial bombardment of the main event, the role of advertising communication is crucial!
At this point, although Gadobao has spent the most difficult period, but after all, the brand's historical and cultural deposits are still weak, does not have the time to sell culture and history, the most advantageous is still its retained market position, adhere to the advantages of this selling point, and this selling point in the market is also very competitive, so we see the claims, either Whether we see the appeal, "the leading national sales of herbal tea" "herbal tea leader", or "afraid of fire, more people drink Gadobao", are in continuation of this theme, focus, focus on the delivery of the core strengths, so as to build communication unity, strengths focused. In order to build a unified communication, the advantages of a focused brand image (in contrast, we can compare the Evergrande Ice Springs advertising communication, a year of non-stop change, spokesman is also a lamp type change, a lot of each other have no continuity, high-frequency changes in the results of the product focus on the dissemination of the fuzzy, the dissemination of the effect of the more compromised.
4, to celebrate the 2014 Gadobao sales once again to win the gold Launched the golden can of herbal tea
A helpless move, but once again realized the success of the marketing.
In the follow-up lawsuit between Gadobao and Wang Laoji, Gadobao has repeatedly been in an unfavorable position, the brand right to use is lost, the advertising slogan is lost, and then the red can this eye-catching logo is likely to be lost again (the red can has become one of the original efforts to build the brand identity, visual recognition is very high, and the results of the lawsuit will be announced today), the past efforts to build the characteristics of the resources one by one to lose.
However, compared to the former loss of the right to use the brand, a new brand facing the survival of the situation, has not been so dangerous, when the loss of the brand name is equivalent to the loss of the lifeblood and the foundation, to survive are very dangerous, and after this crisis, the tagline and red cans are considered a small problem, but also considered a small crisis of the enterprise, after all, the long-term brand visual identity is not, need to be adjusted. Need to adjust.
And this time, Gadobao is very skillfully combined with marketing.
In addition to the red, Gadobao proactively launched the gold cans, and in the dissemination of a clever combination of "Celebrate the 2014 Gadobao sales once again to win the gold Launch of the gold cans of Gadobao", the gold cans, the meaning of the gold symbol, and Gadobao's market advantages cleverly combined to form an overall effective communication, but also to further strengthen the advantages of the product. further strengthen the advantages of the product.
So far, although the resources built in the past, one by one lost, but like a superb war command, strategic will be every attack, flexible solution.
This four-year period, Gadobao relative to the re-creation of a new brand, as when the success of a regional herbal tea pushed into a nationally recognized brand, once again succeeded in speaking of a newborn brand successfully launched, hit the industry's well-known brands!
And Gadobao in this process to play a combination of punches, is well worth thinking about the marketing people!