Successful international marketing case 1: McDonald's
1955, 52-year-old Crocker bought seven McDonald's fast food chains and their store names for $2.7 million, and started his McDonald's hamburger business career. After years of hard work, McDonald's fast food restaurant has made amazing achievements: at present, it has become the largest food company in the world. By the end of 1986, its annual sales had reached 124 billion US dollars and its annual profit was 480 million US dollars. McDonald's fast food restaurants have spread all over the world. If you travel to Japan, you can walk into McDonald's fast food restaurant and eat a big one? McDonald's? Hamburgers and a glass of iced milk drink. You can also order a McDonald's in Mexico, Switzerland and Thailand. If the negotiation is successful, you can even taste the characteristics of McDonald's in Hungary and Yugoslavia. In a word, McDonald's has become a global commodity, almost everywhere. McDonald's Golden Arch? m？ Logo has become a popular culture that can be understood without translation in the world market, and its corporate image has taken root in the hearts of consumers to such an extent. As a professor at the University of Michigan said, some people will find it difficult to live a day without seeing the golden vault of McDonald's restaurant, because it also symbolizes safety. ?
How did McDonald's achieve such remarkable achievements? This is due to the company's marketing philosophy. The company knows that a good corporate international image will play a great role in corporate marketing. Therefore, Crocker, its founder, on the one hand strives to establish the corporate product image, and at the same time pays more attention to establishing a good corporate image. m？ The golden image of the logo. At that time, there were many hamburgers on the market, but most of them were of poor quality, slow delivery to customers, poor service attitude, poor sanitary conditions and noisy atmosphere in restaurants, which made consumers very dissatisfied. In view of this situation, McDonald's company put forward the famous? q？ 、? s？ 、? c？ And then what? v？ Management concept, Q stands for product quality? Quality? S stands for service? Service? C stands for clean? Cleanliness? V stands for value? Value? . They know that providing customers with suitable products and services and constantly meeting customers' changing needs is an important way to establish a good corporate image.
In order to ensure the quality of products, McDonald's company has detailed regulations and instructions on every specific detail of hamburger production, from management and operation to the selection and processing of specific products, even including details such as how often the toilet must be cleaned and how hot the oil of potato chips should be. To run a McDonald's branch, you must first go to McDonald's Hamburg University in Illinois for training 10 days. Hamburg? Degree, before business. Therefore, all hamburgers sold in McDonald's fast food restaurants strictly implement the prescribed quality and ingredients. Take the French fries sold with hamburgers as an example. Potatoes as raw materials are specially cultivated and carefully selected, and then the contents of sediment and sugar are adjusted through appropriate storage time, and then fried in a frying pan with adjustable temperature and immediately supplied to customers. If the French fries are not sold within 7 minutes after frying, they will be scrapped and no longer supplied to customers, thus ensuring the quality of French fries. At the same time, because the customers who eat in McDonald's fast food restaurants come from different classes and have different ages, sexes and hobbies, the taste of hamburgers and the recipes and condiments of fast food also cater to different tastes and requirements. These measures make the company's products win people's admiration and endure for a long time, establish a good corporate product image, and then lay a solid foundation for establishing a good corporate international image.
McDonald's fast food service is also first-class. There are no public telephones and coin-operated jukeboxes here, so there is no noise and loitering, which is most suitable for family dinners. Its seats are comfortable and spacious, with breakfast and new varieties for customers to choose from. The service here is very efficient. When there are many people, the food customers want is put in paper boxes or paper cups and cans in advance, and all the requirements of customers can be met by queuing once. McDonald's fast food restaurants always appear where people need to eat, especially on both sides of the highway, which reads:? /kloc-Is there a McDonald's fast food service 0/0 meters away? , and marked with eye-catching food name and price; In some places, there are walkie-talkies Customers only need to report the name and quantity of food on the intercom. When the car arrives at the branch, they can deliver it with one hand and pay with the other and drive away immediately. The food taken away by customers in the car is not only packed in advance to avoid spilling out of the car, but also equipped with plastic knives, forks, spoons, straws and napkins. The lid of the drink cup is also crossed in advance so that customers can insert the straws. Such thoughtful service adds a lot of color to the glorious image of the company.
McDonald's has established the image of high-quality products and services among the public, but it also realizes the importance of cleanliness for a food company. Without a clean and hygienic image, McDonald's company can't keep a good image all the time, and of course it can't guarantee a good marketing effect. Therefore, McDonald's fast food restaurants have set strict hygiene standards. For example, staff are not allowed to have long hair, women must wear hairnets, customers must wipe the desktop as soon as they leave, and the paper that falls on the ground must be picked up immediately, so that fast food restaurants can always keep the windows clean and clean. Whenever customers walk into McDonald's fast food restaurant, they can immediately feel clean and comfortable, thus generating trust in the company.
Due to the outstanding performance of McDonald's fast food restaurant in service, quality and cleanliness, customers feel that McDonald's fast food is a real enjoyment and it is worthwhile to spend money. This feeling will prompt him to walk into McDonald's again and into the restaurant with the golden vault.
In this way, McDonald's has won a good image for the company through the marketing management mode of Q, S, C and V. Now, McDonald's is standing in the international market with a safe and reliable image. A good international image has brought great benefits to the marketing of enterprises. At the same time, good sales have further expanded and consolidated the company's international image.
Analysis of successful marketing cases of McDonald's;
Only when the products and services of enterprises can be recognized and accepted by customers can enterprises gain a firm foothold in the market. Therefore, the starting point and destination of all business activities of an enterprise is to do everything possible to make customers satisfied with their products and services. Think about what customers think, worry about what customers are anxious about, and think more carefully.
Carefully analyze the growth process of McDonald's, why can a fast food brand become a symbol of popular culture? There are many reasons, such as convenient catchy names, clean and elegant dining environment, good food quality and so on, but each reason is a serious implementation of marketing strategy.
International Marketing Success Case 2: Analysis of Electrolux Family Marketing Strategy
In the early 1990s, the competition in China household appliances market was fierce. As far as refrigerators are concerned, there are 1 1985 refrigerator manufacturers in China. By the early 1990s, there were more than 50 refrigerators left, and even some joint ventures were doomed to be eliminated. As famous as ... Ariston? In its heyday, the family had nine brothers, but later, except for Meiling, Changling and Hua, all the other brothers disappeared. However, all this can't stop Electrolux from rushing. It believes that China is the largest home appliance market in the world. After more than ten years of development, China's home appliance industry has achieved fruitful results, but there is still a certain gap compared with the world's advanced level in terms of scientific and technological content and technical functions. Although some products have high popularity, their brand loyalty is low, so the market opportunities of new and old brands are equal.
1) Take the silent refrigerator as the breakthrough point to clarify the market positioning.
When foreign brands enter the China market, they are faced with not only the localization of products, but also the localization of marketing strategies. Electrolux grasped these two points well.
In the late 1990s, China's refrigerator production capacity has reached 23 million units, and the actual output has reached more than 10 million units, while the market demand is only 8 million units. And because the refrigerator market is basically mature, consumers have a high awareness of the brand. The market share of Haier, Rong Sheng, Meiling and Xinfei reached 7 1.9%. In terms of product functions, Haier is vigorously promoting its antibacterial refrigerator. Rong Sheng and Xinfei are leading in energy saving, environmental protection and deodorization, while Meiling is unique in developing fresh-keeping refrigerators.
Facing this powerful competitor, Electrolux has carefully designed a set of marketing strategies suitable for families according to the characteristics and product styles of its target consumer groups. Silent refrigerator? As the entry point into thousands of households in China. Electrolux proposed. Do you have to put up with the noise of the refrigerator for ten or fifteen years instead of one or two days? ,? It's good to be alone. It's so quiet that I don't notice it day and night. ? This kind of people-friendly marketing language not only makes China consumers feel warm and sincere, but also recognizes the brand image and product image? Mute? Is Electrolux's personality and style.
Actually, what does Electrolux appreciate? Mute? Refrigerators are not specially designed and manufactured for the China market. It just uses zanussi's high-efficiency and low-noise compressor, just like the products it provides in other markets in the world. The only difference is that it has successfully created a family image for its products.
Mike, President of Electrolux Group? What Lecosse said in a market survey in China is worth pondering. He said that when exploring any country's market, we should pay attention to local folk customs, living habits, consumption patterns and other social and cultural differences. Only by respecting these differences and fully understanding and analyzing consumers' understanding of our products can we win their trust and admiration. ?
2) Manage and package the brand with a humble image.
At the end of 1990s, the market share of refrigerators in China continued to focus on well-known brand goods, but the market for non-brand goods further shrank. As a leader in the refrigerator industry, Haier's market share has reached more than 30%, which is also one of Electrolux's main competitors to expand the refrigerator market in China. But at the same time, Haier's rich marketing experience, after-sales service experience, brand image expansion strategy and sales network construction experience accumulated in the fierce market fighting are undoubtedly the most effective, convenient and influential enlightenment for Electrolux to implement localized marketing in China.
Electrolux believes that although foreign enterprises have their own brand advantages and product advantages, if they want to compete in the China market, they must pay attention to the applicability of marketing methods and build on their understanding of the consumption culture in China market. Therefore, in the early stage of market introduction, Electrolux learned marketing experience from Haier modestly and quietly, which not only can make its marketing work less detours and avoid the failure of cooperation between Whirlpool, ariston and China, but also can establish a humble and pragmatic corporate image among the China public. In China, the business community has always had? Are peers enemies? , as the enemy of behavior. At that time, some refrigerator manufacturers were showing off their achievements in various media in order to expand their brand awareness. In this case, Electrolux solemnly put forward the slogan of learning from Haier at the national distributor conference held in Haikou on February 1998, which immediately caused an uproar in the industrial and commercial circles. An international home appliance giant with annual sales of $ 147 billion, learning from China brands with sales of only 5%, caused a strong sensation in itself.
3) Marketing publicity always reflects the image of brand affection.
In marketing, Electrolux Group was in sharp contrast with some domestic enterprises that invested huge sums of money in advertising in the media at that time.
Electrolux has always followed the business tenet of low-profile advertising and high investment in scientific research and development. Therefore, Electrolux was very restrained in advertising during the product introduction period, and did not forget to give the advertisement strong persuasiveness and appeal. According to the statistics of China Enterprise Market Research Center, 1998, the advertising expenses of Electrolux were only13 of those of Haier and Rong Sheng. In the geographical distribution of advertisements, Haier is characterized by blooming everywhere, which shows that it is ambitious and takes the world as its own responsibility; On the other hand, Electrolux is mainly concentrated in Beijing, Shanghai and big cities in northeast, east and south China. In northwest China, Electrolux invested only 8,000 yuan, while Haier invested 277,000 yuan. Electrolux has made little or no investment in Gansu, Qinghai, Yunnan and Inner Mongolia. Beijing's investment is as high as 6.5438+0.006 million yuan, and Haier's is 92.2 million yuan, which is not as good as it. Therefore, the advertising strategies of the two brands are different, and the high-income families in key cities are the established target consumer groups in Electrolux.
Among the 586 print media monitored by China Enterprise Research and Monitoring Network, Electrolux mainly chooses municipal media, especially morning papers and evening papers, to show their closeness. In order to strengthen the awareness of its own brand, Electrolux learned from Haier's successful experience in launching a public opinion offensive in hidden advertisements, and highlighted its product excellence and family image established with consumers in many publicity media. Its momentum is strong and its influence is incalculable.
Electrolux often makes amazing moves in propaganda content. Last year, Electrolux combined his after-sales service marketing strategy and launched it in the media? One year for replacement and ten years for repair? Commitment, which is related to Haier's commitment in the air conditioning industry? Six-year warranty? The same result, exactly the same, is also a wave among consumers after Electrolux proposed to learn from Haier.
Fourth, a variety of promotion methods, showing affection is still the main theme.
In addition to advertising on TV and print media, Electrolux's main promotion activities are directly facing consumers in sales stores, which makes customers leave a good impression on the company's standardized operation, technical level of products and poor service. For example, in response to the renewal of urban refrigerators in China, Electrolux launched a campaign to replace the old ones with the new ones. Anyone who buys Electrolux can replace his old refrigerator with a vacuum cleaner or electric kettle made in Electrolux, and handle it at home. Is it practiced in some places? Retail price discount 300 yuan, get another bike? , even started? Use it for two weeks first and then pay when you are satisfied? Promotion strategy.
Another marketing group in Electrolux is urban newlyweds. What time? National day? 、? Spring Festival? During this period, Electrolux launched a highly targeted? Are lovers polite on their honeymoon? There are also promotions in some areas? Send a thoughtful dowry? During the activity, newlyweds who buy refrigerators in Electrolux will be given small household appliances, such as food mixers, steam irons and bread stoves. Electrolux's promotion forms are also suitable for ordinary consumers, with a wider range of gifts, even giving away drinks, one-year electricity bills and shopping discount cards. Electrolux only does articles on refrigerator upgrading and marketing of newly-married families, which not only expands the market share, but also gives full play to the family image among consumers, which in turn strengthens the brand advantage and forms a new virtuous circle.
As the saying goes? Who has the hearts of consumers will have the market? . Electrolux knows this well, and his marketing strategy is offensive? Heart? For the top, it is not called. Wang? , don't say? Ba? Not bragging, advertising investment is also very low-key, but its brand image and product image have had an impact on consumers.
Analysis of Successful Marketing Cases in Electrolux;
Electrolux has successfully applied the marketing strategy of people-friendly and localization in product promotion, which is close to customers' hearts, thus successfully occupying the market.
An enterprise with high-quality products does not mean an inevitable market, but must rely on effective marketing strategies to expand, and the soul of marketing is effectiveness.
Domestic businesses are now striving to build well-known brands, and they should also learn from Electrolux's marketing strategy to enter overseas markets, and may wish to conduct a comprehensive analysis of their products. Earth? Change? Foreign? Process. It seems easier to win the hearts of customers.
Successful international marketing case 3:? Qingyang? wash
First,? Qingyang? brand introduction
On April 27th, 2007, Unilever, an international fast-moving consumer goods giant, held a press conference in Beijing, announcing the first new product launched by the company in the past ten years since it entered the China market, the first one from China. Gender distinction? Dandruff shampoo? Qingyang? Officially listed. During this period, Unilever executives pointed out that starting from 2007, it will rely on? Qingyang? Global professional advantages in dandruff shampoo field seize the dandruff shampoo market. ? If someone lies to you again and again, all you have to do is dump him immediately? This is a slogan in Qingyang commercial film. In the current competitive and complicated market environment, it is meaningful to celebrate the strange and confident voice outside the picture. For a time, Qingyang shampoo advertisements endorsed by Xiao S (), a famous artist in Taiwan Province Province, frequently appeared in various high-end magazines, occupying the core position of outdoor advertisements in major cities in China. Turn on the TV, no matter CCTV, Satellite TV or local TV stations, click to enter major domestic portals, and Qingyang advertisements are everywhere.
For a long time, in the shampoo war between P&G and Unilever, P&G has an absolute advantage in brand influence, market scale and market share. Especially in the dandruff shampoo market, Unilever has never had a leading brand to compete with P&G's Head & Shoulders. As a new brand launched by Unilever for the first time in ten years, Qingyang aims to make up for and improve its shortcomings and defects in the anti-dandruff shampoo market competition.
Second,? Qingyang? Functional orientation of shampoo: dandruff removal
1.？ Qingyang? Market background of shampoo in the market
Before Unilever and other foreign daily chemical companies entered the China market, consumers' requirements for shampoo were nothing more than cleanliness and freshness, and there were no multiple requirements such as dandruff removal, softness and nutrition. After nearly 20 years of development, China consumers' brand awareness of shampoo has been cultivated by major companies. At the same time, consumers pay more and more attention to hair, which provides a broad customer base for new shampoo concepts to enter the market. All shampoo crystal brands have made innovative positioning to gain their own place, which greatly stimulated the prosperity of shampoo crystal brands in China. According to the research results of CCID Consulting, in 2006, the market sales of shampoo and hair care products in China reached about 22 billion yuan, and there were more than 3,000 shampoo crystal brands in the market, among which the shampoo market of Procter & Gamble (China) Co., Ltd. accounted for more than 60%. The shampoo market in China has been highly concentrated and monopolized. Procter & Gamble, Unilever, Bao Si Group and Fang La Group account for about 80% of the market. Second-tier brands such as Hao Di, Le Cai, Jacquard Show and Piaoying won13%; The remaining 7% market is divided by thousands of third-line and fourth-line brands. More seriously, the growth of China shampoo market has slowed down since 2006, and the competition among shampoo crystal brands has become more intense in 2007. Market pressure and huge profit cake make the brand innovate constantly in positioning, hoping to find new highlights to stimulate consumers to buy.
2. Present situation of dandruff shampoo market
As far as the functional positioning of shampoo is concerned, dandruff shampoo is the largest market segment of shampoo at present, accounting for about half of the shampoo market. As a market of more than 654.38+00 billion yuan, the huge cake has attracted almost all shampoo and hair care brands to establish dandruff-removing varieties. After more than ten years of market cultivation and development, Head & Shoulders? Dandruff disappears and hair is more outstanding? Has long been deeply rooted in people's hearts. When people think of dandruff removal, Head & Shoulders is the first thing that comes to mind. Besides, with the wind shadow? Dandruff removal doesn't hurt hair? Commitment, so that it also has a place in this market segment. According to the professional market survey data, 80% of the dandruff market share has been occupied by P&G Head & Shoulders brand, while many local brands are nibbling away the remaining 20% of the market stock. In contrast, polarization is very serious.
The concept of dandruff removal has always been an important demand in the shampoo market, and the market competition is fierce. However, consumer surveys show that people are not satisfied with the chip removal effect of existing products. On April 2, 2007, the Science Department of Chinese Medical Association announced that a recent online survey of 535 1 person showed that? Dandruff removal? This daily problem, 60% people are not satisfied with the anti-dandruff effect. It can be seen that consumers' recognition of anti-dandruff brands is not ideal, and the market potential is still huge.
Although it entered the China market earlier than Procter & Gamble, with famous brands such as Lux and Xia Shilian, compared with the achievements of Procter & Gamble's huge shampoo crystal brand family, Unilever's performance is not satisfactory. Especially in the dandruff market, Unilever is no longer liked? Head and shoulders As a special dandruff brand, its shampoo crystal brand family has a great lack of market coverage. So what? Qingyang? With high hopes for Unilever, Unilever has put forward a clear strategic goal and future vision to become the leading brand of shampoo and dandruff in China in the next three years.
3. Young and new demand for dandruff removal: Vita minerals group? Anti Dandruff
? Qingyang? It is the first brand launched by Unilever in the ten years since it entered the China market. What is its brand positioning? Professional dandruff removal? Unilever (China) Company believes that professional anti-dandruff products are the current market vacancy and the biggest problem facing the anti-dandruff market. Unilever enterprises, relying on decades of professional dandruff research experience, are full of confidence in Qingyang's future performance in China market, and make a commitment to lead China consumers out of the 20-year dandruff problem.
What are the new demands for promoting dandruff removal? Vita minerals group? Unilever said that Qingyang is the research crystallization of B in French Qingyang technology. What is the breakthrough of product added value? Vita minerals group? Dandruff removal, Unilever has global patents and clinical trials, too? Vita minerals group? Intellectual property rights of registered trademarks. Unilever said that it has been working hard to develop anti-dandruff products suitable for China people. In the past 65,438+00 years, Unilever R&D Center has conducted clinical experiments for more than 3,000 consumers in China, in order to further understand the scalp conditions and problems of consumers in China, so as to provide consumers in China with more detailed dandruff-removing products. Before entering China, Qingyang has become the first brand in the dandruff removal market in South America, Europe and Southeast Asia, and its dandruff removal effectiveness has been confirmed by hundreds of millions of consumers. Therefore, Qingyang will also be the best anti-dandruff product in China market. ?
Qing yang Yong? Technology health care? Guide consumers and emphasize on product promotion? In-depth dandruff removal, temporary solution and permanent cure? , emphasizing professionalism. Unilever claims? Qingyang? what's up A professional brand of scalp care trusted by consumers? Its anti-dandruff function is aimed at scalp care, which strengthens consumers' inherent psychological cognition of scalp dandruff through advertisements, and is less concerned by competitors. Qingyang? Its basic role in dandruff effectively distinguishes it from other dandruff brands.
Third,? Qingyang? Innovation of shampoo market segmentation: gender segmentation
As a new brand, it is necessary to take a slice of the dandruff shampoo market in China. Qingyang? Before the brand is launched, find out the positioning blank point of the dandruff market. Traditional shampoo market segmentation is often based on functions, such as dandruff removal, nutrition, suppleness, hair loss prevention and blackening. , or according to the hair color, divided into black hair and hair dye. Qingyang divides the market into male primary market, general market and female primary market for the first time with gender as the subdivision variable, and chooses male primary market and general market as the target market. Although it is only a simple gender breakdown, there are indeed different needs of men and women in the shampoo market, and this demand difference has always been ignored by manufacturers. This clear gender division is both reasonable and unexpected. The innovation of this market segment makes consumers feel refreshed and has a strong market. Qingyang? The wind.
? Qingyang? Its products are divided into two series, men's and ordinary, with a total of 34 varieties, as the first brand to launch men's dandruff shampoo. Qingyang? Pass? Bittimvita mineral group? The popularization of this concept shows that it attaches importance to men's shampoo, which can be said to have created men's dandruff shampoo? Blue ocean? Field. And through the brand combination formed by men's series and general series, Unilever is formed? Professional dandruff removal? Our complete nursing product line can greatly meet the requirements of consumers. At the same time, in the process of publicity, through didactic advertising language display? Qingyang? The research on men's dandruff problem makes consumers produce dandruff and shampoo? Female soil shampoo? And then what? Men's earth shampoo? Psychological cognition, effective? Qingyang? Different from many other dandruff brands.
Fourth,? Qingyang? Stereoscopic communication of shampoo positioning
Unilever in the publicity process, everywhere? Qingyang? In the communication, Qingyang pointed out that there are four misunderstandings in the use of shampoo by Chinese consumers, namely, men and women mix shampoos, heavy rinsing and light nourishment, unbalanced scalp nutrition, and bad shampoo and hair care habits. Recognizing these misunderstandings and improving them is the basis for improving hair quality.
On March 25th, 2007, as Qingyang brand began to advertise all over the country, Qingyang began to enter people's field of vision and life with its clear water and flying personality.
To make? Qingyang? Quickly seize the market, Unilever launched? Qingyang? Shampoo is a huge publicity campaign. According to reports, Unilever has prepared a market expense budget of not less than 300 million yuan for the marketing of Qingyang brand to ensure the orderly promotion of advertising investment, business sales and brand. Whether online advertising or offline, Qingyang? Contrast? Head and shoulders Have an absolute advantage.
In addition, Unilever also attaches great importance to? Qingyang? Can you see a lot of simultaneous listings in China or even online? Qingyang? Advertisements of salesmen. In the product promotion period of the first half year of listing, Qingyang? Advertising investment in China alone accounts for half of Unilever's annual global promotion expenses. Unilever spared no expense, and the salary of temporary shopping guides hired in Guangzhou reached 1 800 yuan per month, plus the monthly reward of 300 yuan. During the promotion period, TV, radio, online magazines, terminals, street stop signs, bus advertisements and sample clothes must be distributed. Qingyang? The impact on consumers can be described as ubiquitous.
Do consumers agree with the promised function in publicity, Qingyang? Our brand has been deeply rooted in people's hearts unconsciously, and many consumers are willing to try it? Qingyang? Shampoo, happy? Qingyang? Shampoo promotes four misunderstandings in shampoo use to maintain cognition and attention.
No matter what? Qingyang? What kind of report card will be handed in in the future, no matter? Qingyang? Can you beat your old enemy in the brand competition in the local market? Head and shoulders While watching, from the perspective of marketing specialty, we still clearly see the trend of listing with high-profile self-confidence. While attracting countless eyeballs, it also won a wave of applause and became? One of the most representative marketing cases and brand stories in 2007.