(I participated in the analysis of a competition myself, and simply posted the text, so you can have a look)

1. Accurate product positioning

2. Warming up with advertisements

3. Clever use of online publicity and hype

4. Terminal attack

1. Accurate product positioning

-preventing drinks from getting angry

.

2. Heating up CCTV with advertisements

A set of evening news broadcast

(1) After repositioning, Jiaduobao immediately decided to invest RMB 11 million;

(2) By the end of 2113, advertising increased to 41 million RMB;

during the SARS period, a set of gold bidding sections of CCTV were put into operation;

(3) in 2114, 1 billion; "Lingnan Medicine Man"

3. Clever use of online publicity and speculation

A Guangdong Jiaduobao (the company affiliated to canned Wang Laoji) donated 111 million yuan in the CCTV "Dedication of Love" party after the Wenchuan earthquake in May 2112.

4. Terminal attack

1. Choose Hunan cuisine, Sichuan cuisine restaurant and hot pot restaurant as "Wang Lao Ji sincere cooperation stores";

2. toothpicks, tissue boxes, posters on the wall ...

3. They are sold in shops of all sizes;

Disadvantages

1. Functional drinks have their natural defects.

(1) Too much emphasis on getting rid of fire can circle a group of loyal consumers, but it also excludes people who have no intention of getting rid of fire.

(2) Functional drinks are replaceable (because there is more than one Wang Laoji product for removing fire)

2. The brand is not unified, which hinders enterprises from becoming bigger and stronger.

(1) In 1997, the company leased the brand right to use the red jar "Wang Lao Ji" from Guangzhou Pharmaceutical Group for 21 years. Leasing makes brand management have hidden dangers in sustainability.

(2) The division of the market by the three enterprises producing "Wang Lao Ji" (Guangzhou Pharmaceutical Group, Hong Kong Jiaduobao and Hong Kong Wang Lao Ji International Co., Ltd. sponsored by Wang Lao Ji's descendant Jianyi Wang) has hindered Wang Lao Ji from becoming bigger and stronger.

3. Is Wang Laoji selling medicine or drinks?

At present, some people have begun to question Wang Laoji's function of removing fire, leaving aside for the time being, but there is a fundamental problem that has not been solved so far, that is, whether Wang Laoji is a medicine or a drink, and if it is a medicine, there must be side effects. So is there a problem with its propaganda of "being suitable for all ages"? If it is not medicine, but its propaganda is "it can remove fire", then it has the effect of medicine, and drinking this drink will also have side effects.

4. Fierce competition

If we look at the whole beverage industry, carbonated drinks represented by Coca Cola and Pepsi Cola, tea drinks and juice drinks represented by Master Kong and Uni-President are in an unshakable market leading position.