repositioning

At the end of p>22, Jiaduobao found Chengmei Marketing Consulting Company (hereinafter referred to as "Chengmei"). The original intention was to shoot an advertising film for Wang Laoji with the theme of sponsoring the Olympic Games, and to promote it with the slogan of "sports and health" in order to promote sales. After a preliminary study, Chengmei found that the sales problem of Wang Laoji in red cans can't be solved simply by advertising-this problem is particularly typical in China enterprises at present: once the sales volume is blocked, the most common measure is to operate on the advertising film, or to change it beyond recognition, or to quickly create a "big creative" new advertisement-brand positioning is the primary solution to the sales problem of Wang Laoji in red cans.

Although Wang Laoji in Red Cans has been sold for 7 years, its brand has never been systematically and rigorously positioned. Enterprises can't answer what Wang Laoji in Red Cans is, let alone consumers, and they have no idea why they want to buy it. This is caused by Wang Laoji in Red Cans' lack of brand positioning. If this fundamental problem is not solved, it will be useless to shoot any kind of "creative" advertising film. As david ogilvy, an advertising guru, said: The effect of an advertising campaign depends more on the positioning of your products than how you write advertisements (creativity). After a round of in-depth communication, Jiaduobao finally accepted the suggestion, decided to suspend the production of commercials, and entrusted Chengmei to brand the red can Wang Laoji first.

according to the conventional practice, brand building is based on the needs of consumers, so everyone's conclusions and practices are similar, so just meeting the needs of consumers can't make the difference between Wang Laoji. The formulation of brand positioning is to meet the needs of consumers and put forward different opinions from competitors by understanding their cognition.

and 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 Wang Laoji in the red jar, it is best not to try to offend or challenge him. Just as consumers think Maotai can't be a good "beer". Therefore, the brand positioning of Red Pot Wang Laoji cannot conflict with the existing cognition of consumers in Guangdong and southern Zhejiang, so as to stabilize the existing sales and create opportunities for enterprises to survive and expand.

in order to understand consumers' cognition, Chengmei's researchers, on the one hand, studied the information spread by Wang Laoji and competitors, and on the other hand, conducted a large number of interviews with Jiaduobao's internal, distributors and retailers. After completing the above work, they hired a market research company to investigate existing users of Wang Laoji. On this basis, the researchers conducted a comprehensive analysis to clarify the position of Wang Laoji in consumers' minds-that is, in which market segment he participated in the competition.

In the research, it is found that consumers in Guangdong mainly drink Wang Laoji in red cans on occasions such as barbecue and mountain climbing. The reason is nothing more than "eating barbecue is easy to get angry, drink a can to prevent it first" and "it may get angry, but there is no need to eat Niuhuang Jiedu tablets at this time".

In southern Zhejiang, drinking occasions mainly focus on "eating out, gathering 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 those in Guangdong. For example, preserved plum and Coca-Cola on the table of consumer seminars are all described as dangerous goods that will get angry, and no one cares. (The follow-up study later confirmed this point, and found that the sales of Coke in Wenzhou and other places were always low. In the end, the two music companies almost gave up the market and generally did not advertise. ) and their evaluation of the red pot Wang Laoji is "will not get angry", "health, children and the elderly can drink, will not cause fire." These ideas may not have scientific basis, but this is the idea in the minds of consumers in southern Zhejiang, which is the "only fact" that needs attention in research.

These consumers' cognition and purchasing behavior indicate that consumers have no "treatment" requirements for Wang Laoji in red cans, but buy it as a functional drink. The real motivation for buying Wang Laoji in red cans is to "prevent getting angry". For example, 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.

Further research on consumers' views on competitors reveals that the direct competitors of Wang Laoji in red cans, such as chrysanthemum tea and refreshing tea, only penetrate the market at low prices, and do not occupy the position of "drinks to prevent getting angry" due to lack of brand promotion. Coke, tea drinks, juice drinks, water, etc. obviously do not have the function of "preventing getting angry", but only indirect competition.

at the same time, the establishment of any brand positioning must be what the brand is most capable of occupying, that is, there is evidence to follow. For example, Coca-Cola says "authentic cola" because it is the inventor of Coca-Cola. 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 175 years' history are obviously capable of occupying the position of "a drink to prevent getting angry".

Because "preventing getting angry" is the real motivation for consumers to buy the red jar of Wang Laoji, it is naturally beneficial to consolidate and strengthen the original market. Whether it can meet the expectations of enterprises for the new positioning of "entering the national market" has become the next step of research. Through the research of second-hand materials and expert interviews, it is shown that the Chinese medicine concept of "clearing away heat and eliminating fire" in China for thousands of years has been widely popularized in the whole country, and the concept of "getting angry" has also been deeply rooted in people's hearts in various places, which makes Wang Laoji in Red Pot break through the geographical limitation of herbal tea concept. The researcher thinks: "With the transfer of this propaganda concept, as long as there is a place for China people, the red pot Wang Laoji can live."

at this point, the research on brand positioning has been basically completed. After more than a month of research, Chengmei submitted a brand positioning research report to Jiaduobao. First, it was clear that Wang Laoji, a red can, was competing in the "beverage" industry, and his competitors should be other beverages. The unique value of its brand positioning-"drinks to prevent getting angry" lies in that drinking Wang Laoji in a red jar can prevent getting angry, so that consumers can enjoy life without worry: eating fried, spicy food, barbecue and watching football all night ... This positioning of Wang Laoji in a red jar is based on the overall consideration of the realistic situation, with four main benefits:

First, it is conducive to Wang Laoji in a red jar going out of Guangdong and southern Zhejiang

. Form a unique division

Third, successfully turn the disadvantages of Wang Laoji products in red cans into advantages

Fourth, it is conducive to the cooperation between Jiaduobao enterprises and Wang Laoji pharmaceutical industry in China

In the report submitted, Chengmei also pointed out that because diet is an important reason for getting angry in consumers' cognition, especially "spicy" and "fried" diets, it is suggested to increase efforts on the basis of maintaining the original sales channels. Focus on Hunan restaurant, Sichuan restaurant, hot pot restaurant, barbecue field and so on.

"creating new categories" is always the first choice for brand positioning. If a brand can position itself as a different choice from its strong competitors, its advertisements only need to convey new category information, and the effect is often amazing. As the first drink to prevent getting angry, Wang Laoji in a red can was introduced to the market, which made people know and accept this new drink. In the end, Wang Laoji in a red can will become the representative of the drink to prevent getting angry. With the growth of the category, it naturally has the greatest benefits.

by establishing the brand positioning of Wang Laoji in Red Pot, the direction of marketing promotion is defined, and the advertising standard is also established. All communication activities have evaluation standards, and all marketing efforts will follow this standard, so as to ensure that every promotion will accumulate brand value (positioning) while promoting sales.

brand promotion

defines the brand's position in consumers' minds, and the next important task is to promote the brand, let it really enter people's hearts, and let everyone know the brand's position, so as to influence consumers' purchase decisions persistently and powerfully.

Then, Chengmei decided to promote the theme of "Fear of getting angry, drink Wang Laoji" for Wang Laoji in red jar, and tried to highlight the nature of Wang Laoji in red jar as a beverage in communication. In the first stage of advertising, Wang Laoji in red jar appeared in a relaxed, cheerful and healthy image, so as to avoid the negative appeal of suit the remedy to the case, thus distinguishing Wang Laoji in red jar from "traditional herbal tea".

In order to better arouse consumers' needs, TV advertisements select five scenes that consumers think are most prone to get angry in daily life: eating hot pot, watching football all night, eating fried food and chips, barbecue and bathing in the summer sun. In the picture, people are enjoying the above activities while drinking red cans of Wang Laoji. Combined with fashionable and dynamic advertising songs, it repeatedly sings "Don't be afraid of anything, enjoy life to the fullest, be afraid of getting angry and drink Wang Laoji", which urges consumers to naturally think of Wang Laoji in red cans when eating hot pot and barbecue, thus promoting purchases.

(film and television advertising) The TV media selection of Wang Laoji in Red Pot is mainly targeted at CCTV covering the whole country, and combined with the strong local media in the original sales area (Guangdong and southern Zhejiang), in just a few months in 23, he invested more than 4 million yuan in advertising fees at one stroke, and the sales volume was immediately improved. In November of the same year, the enterprise pursued the victory, and then spent huge sums of money to buy the golden advertising time of CCTV in 24. It is this stormy way of putting the red pot Wang Laoji into people's minds in a short period of time, giving people a deep impression and quickly becoming popular all over the country.

At the beginning of p>23, the total budget for the promotion of Red Pot Wang Laoji was only 1 million yuan, which was allocated according to the actual sales volume in 22. At that time, Wang Laoji's sales of red cans were mainly concentrated in Shenzhen, Dongguan and southern Zhejiang, so the volume was relatively sufficient. With the first round of positioning advertising, the sales volume rose rapidly, giving enterprises great confidence, so they continued to add promotion expenses and developed in a rolling way. By the end of 23, advertising alone had accumulated more than 4 million yuan (excluding the purchase of CCTV advertising time slots in 24), and the annual sales volume reached 6 million yuan-this model of rolling development according to one's ability is very suitable for many domestic enterprises aiming at the national market, but their strength is temporarily insufficient.

(Outdoor advertising) In the ground promotion, in addition to emphasizing the traditional POP advertising, we also cooperated with the development of new catering channels to design and arrange a large number of terminal materials for catering channels, such as designing and making electronic display screens, lanterns and other practical items that catering places are willing to accept, and giving them away for free. In the choice of communication content, we should fully consider that terminal advertising should directly stimulate consumers' desire to buy, take product packaging as the main visual element, and concentrate on promoting a message: "Be afraid of getting angry and drink Wang Laoji's drink." On-the-spot tips of dining places most effectively cooperate with TV advertisements. It is this targeted promotion that consumers have a stronger and more intuitive understanding of "what" and "what's the use" of the red pot Wang Laoji. The catering channel has become one of the important sales communication channels for Wang Laoji.

(advertising materials) in the frequent consumer promotion activities, it is also carried out around the theme of "afraid of getting angry and drinking Wang Laoji". For example, in a promotional activity, Jiaduobao held a card scraping activity of "Wang Laoji in summer, Ren Woxing in green mountains and green waters". Consumers can get two tickets to the local summer resort and stay in the local resort for two days free of charge if they scratch the words "Wang Lao Ji". This kind of promotion not only achieved the purpose of instant promotion, but also strongly supported and consolidated the brand positioning of Wang Laoji's "drink to prevent getting angry".

(Wang Lao Ji's "Student Love" in Wenzhou) At the same time, in the promotion activities for middlemen, in addition to continuing to consolidate the traditional "Jiaduobao Sales Elite Club", Jiaduobao fully considered how to strengthen the development and control of catering channels, implemented the plan of "hot pot shop market" and "cooperative hotel", and selected the main hot pot restaurants as "Wang Lao Ji's sincere cooperative stores" and invested funds with them. Because of the substantial benefits provided to the merchants, Wang Laoji, a red can, quickly entered the catering channel and became the main recommended drink.

(advertising materials) This kind of advertising campaign with big fanfare and intuitive appeal of "fear of getting angry, drink Wang Laoji" directly hits the consumer's demand and drives sales in time and quickly; At the same time, with the promotion of the brand, consumers' cognition is constantly strengthened, and a unique and long-term positioning for the brand is gradually established-truly establishing the brand.

Promotion effect

The successful brand positioning and dissemination of Wang Laoji in Red Pot has brought great benefits to this product with a strong Lingnan characteristics: in 23, the sales of Wang Laoji in Red Pot increased nearly four times compared with the same period of last year, from more than 1 million yuan in 22 to 6 million yuan, and rushed out of Guangdong with lightning speed. In 24, despite the continuous expansion of production capacity, the demand was still in short supply.

Red jar Wang Laoji can achieve great success. To sum up, the following aspects are the key to the success of Jiaduobao:

Accurately positioning the brand of Red jar Wang Laoji;

advertising spreads brand positioning in place, which mainly has two points:

advertising is accurate;

put in enough quantity to ensure that brand positioning enters consumers' minds.

accurate judgment and bold decision-making power of enterprise decision-makers;

excellent execution and strong channel control;

do what you can, develop by rolling, and ensure that the market promotion is in a relatively advantageous position in the region.

Appendix I: Annual sales volume of Wang Laoji beverages

18 million yuan in p>22

6 million yuan in p>23

1.43 billion yuan in p>24

2.5 billion yuan in p>25 (including boxed)

nearly 4 billion yuan in p>26 (including boxed)

nearly 9 million yuan in p>27.

In p>1999, the second phase of expansion was invested in Chang 'an Town, Dongguan City, Guangdong Province, with an investment of 3 million US dollars.

in p>23, we invested and built a factory in Beijing Economic and Technological Development Zone, with an investment of USD 3 million.

In p>24, we invested and built a factory in Paojiang Industrial Zone, Shaoxing, Zhejiang, with an investment of US$ 25 million.

In p>25, we invested and built a factory in Xiangyi Town, shishi city, Fujian, with an investment of 3 million US dollars.

In p>26, we invested and built a factory in Nansha Development Zone, Guangdong, with an investment of USD 1 million.

In p>27, we invested in Xiasha Economic Development Zone in Hangzhou, Zhejiang, with an investment of about 25 million US dollars.

In p>28, we invested in Wuhan Economic and Technological Development Zone, Hubei Province, with an investment of 99.8 million US dollars.

In p>212, we invested and built a factory in Xiantao Food Industrial Park, Hubei Province, with an investment of 4 million US dollars.