jiaduobao group is the abbreviation of "jiaduobao beverage co., ltd". Mainly engaged in the production and sales of beverages and mineral water. The products of Jiaduobao Group include red canned, bottled and boxed "Jiaduobao" herbal tea drinks and "Kunlun Mountain Snow Mountain Mineral Water". What I bring below is a case study of Jiaduobao herbal tea marketing. I hope you like it.

case study of jiaduobao herbal tea marketing

herbal tea is a kind of herbal tea boiled in Guangdong and Guangxi, which has the functions of clearing heat and removing dampness? Medicinal tea? . Among many old-fashioned herbal teas, Wang Laoji is the most famous. Wang Lao Ji herbal tea was invented in the light years of the Qing Dynasty, and has been recognized as the ancestor of herbal tea for 175 years. Medicinal tea king? Known as. In modern times, Wang Laoji herbal tea has spread all over the world with the footprints of Chinese. In the early 1951s, due to political reasons, Wang Laoji herbal tea shop was divided into two branches: one completed the public transformation and developed into today's Wang Laoji Pharmaceutical Co., Ltd., producing Wang Laoji herbal tea granules (National Medicine Zhunzi); The other was brought to Hong Kong by descendants of the Wang family. In Chinese mainland, Wang Laoji's brand is owned by Wang Laoji Pharmaceutical Co., Ltd.; In countries and regions outside Chinese mainland, Wang Laoji brand is registered by Wang's descendants. Jiaduobao is a Hong Kong-owned company located in Dongguan. It is licensed by Wang Laoji Pharmaceutical Co., Ltd. and the formula is provided by the descendants of Wang in Hong Kong. The company exclusively produces and operates Wang Laoji brand canned herbal tea (food name) in Chinese mainland.

Wang Lao Ji's red canned herbal tea grew rapidly under the marketing management of Jiaduobao Company. After more than ten years, Wang Lao Ji's red canned herbal tea surpassed Coca-Cola in China market and became the "first canned beverage in China", which also triggered the competition between the two companies for the trademark of Wang Lao Ji. In 2118, GPHL began to negotiate with Hongdao Group, and identified the brand of Wang Laoji as a state-owned asset. In order to prevent the loss of state-owned assets, it requested to take back the right to use the brand of Wang Laoji. In 2111, GPHL initiated legal proceedings to complain that the supplementary agreement signed with Hongdao Group in 2112-2113 was invalid, and the right to use the brand ceased in 2111. After nearly two years of complaint and mediation, in May 2112, China Economic and Trade Award, Jiaduobao stopped using the trademark of Wang Laoji, and the brand of Wang Laoji returned to Guangzhou Pharmaceutical Group.

To some extent, Wang Laoji's brand is famous because of the marketing methods of Jiaduobao, which can make herbal tea, an embarrassing beverage, rank among the beverage markets with many powers. Coca-Cola, Pepsi-Cola, Wahaha, Master Kong, Uni-President and Huiyuan are far superior to Jiaduobao in market share. They can make their brands famous all over the country, and naturally they are sure to quickly establish a valuable brand after losing the brand of Wang Laoji.

1 product profile

For Wang Laoji, is it "herbal tea" or "beverage"? Consumers' cognition is very vague. If Wang Laoji continues the brand history of herbal tea, he can inherit the efficacy of "dispelling fire", but consumers outside Guangdong know little about herbal tea. If Wang Laoji is positioned as a beverage, then the formula of Wang Laoji in a red jar tastes sweet. According to the traditional idea that a good medicine tastes bitter, the efficacy of "dispelling fire" is insufficient. Before 2112, on the surface, Wang Lao Ji (hereinafter referred to as? Red jar Wang Laoji? ) is a well-lived brand, with stable sales in Guangdong and southern Zhejiang, good profitability and a relatively fixed consumer group. The sales performance of red cans of Wang Laoji beverages has remained at more than 1 billion yuan for several years. After developing to this scale, the management of Jiaduobao found that a series of problems must be overcome to make the enterprise bigger and go to the whole country, and even some of its original advantages have become obstacles to the continued growth of the enterprise.

product positioning is unclear

In Guangdong, traditional herbal tea (such as granule granule, home-made pot, herbal tea shop pot, etc.) is generally regarded by consumers as? Medicine? Take it, you don't need to drink it often. And? Wang Laoji? This brand with a history of hundreds of years is synonymous with herbal tea. When talking about herbal tea, you can think of Wang Laoji, and when talking about Wang Laoji, you can think of herbal tea. Therefore, Wang Laoji, a red can, is burdened by the brand name, and it is difficult for Cantonese people to accept it as a drink that can be drunk frequently, so the sales volume is greatly limited. On the other hand, the formula of Wang Lao Ji, a red jar produced by Jiaduobao, originated from the descendants of Wang in Hong Kong. It is a food brand product approved by the state. Its smell, color and packaging are very different from the traditional herbal tea in Guangdong consumers' concept, and its taste is sweet. According to China? Good medicine tastes bitter? The traditional concept, consumers naturally feel it? Reduce fire? When the drug is insufficient, when it occurs? Fire? When needed, it is better to buy it at a herbal tea shop or cook it at home. So for consumers, what is the most important thing? Efficacy? It is not a good choice in herbal tea.

In Guangdong, Wang Laoji in Red Pot owns the brand of Wang Laoji, the ancestor of herbal tea, but he has a face of beverage, which makes consumers feel? It's both like herbal tea and a drink? Cognition is in chaos.

In another major sales area of Jiaduobao, southern Zhejiang (mainly Wenzhou, Taizhou and Lishui), consumers will? Red jar Wang Laoji? Compared with Kangshifu tea, Wangzai milk and other drinks, there is no taboo that is not suitable for long-term drinking. Coupled with the large number of local overseas Chinese, driven by their guidance, the red pot Wang Laoji quickly became the best-selling product in the local area. Enterprises are worried that the red jar of Wang Laoji may become a fashion that comes and goes in a hurry. Just like the coconut palm juice that was a smash hit in southern Zhejiang, it was quickly replaced by new fashionable products and disappeared in the streets overnight.

In the face of consumers' confused cognition, enterprises urgently need to provide a strong guidance through advertising, make clear the core value of Wang Laoji in Red Pot, and distinguish it from competitors.

The market is narrow

Outside Guangdong and Guangxi, people don't have the concept of herbal tea, and even appear frequently in surveys? Herbal tea is cold and white? 、? We don't drink cold tea, we often make hot tea? These views. Right? Herbal tea concept? The cost of education is obviously staggering. Moreover, mainland consumers? Reduce fire? The demand has been filled, and most of them are solved by taking drugs such as Niuhuang Jiedu tablets.

it is difficult to make herbal tea, and it is also dangerous to make drinks. 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.

besides, what's Wang Laoji's name? Honeysuckle, licorice, chrysanthemum, etc? Boiled herbs have a faint taste of traditional Chinese medicine. For drinks with the highest taste, there is no small obstacle to Wang Laoji's taste. In addition, the retail price of Wang Laoji in 3.5 yuan, if Jiaduobao can't distinguish Wang Laoji from its competitors, it will never leave the beverage industry? Great powers? Yin

shadow. This has led to an extremely embarrassing situation for Wang Laoji: he can neither stick to the two places nor promote it nationwide.

The concept is unknown

At that time, the theme of Jiaduobao's advertisement on TV was not prominent, and the advertisement above could be used for any beverage, which could not reflect the special brand value of Jiaduobao at all. Why did this promotion in the early stage make Wang Laoji in the red pot survive and grow? First of all, the domestic market is not very sound, and there is a big gap in the herbal tea market. The red pot Wang Laoji fills this gap, so he can earn a certain profit in the early stage, but it is greatly limited to make the enterprise bigger and larger in the later stage. You must give consumers a clear concept of why you want to buy your product.

2 SWOT analysis and strategy

SWOT analysis of Wang Laoji in this stage. The main advantage of Jiaduobao is that Wang Laoji brand is an old brand in Guangdong, with high recognition, and at the same time, it is in the market. Reduce fire? There is a blank on the functional drink of. According to the "cutting" theory, cutting out a new market-canned herbal tea beverage market and digging out a new demand-fire-clearing beverage that can be drunk frequently has become an opportunity for the development of Wang Lao Ji's red canned herbal tea. Coca-cola only made a cough syrup in the early stage, but it became a carbonated drink after product positioning and packaging. The whole sales situation immediately improved, so that it became the number one beverage in the world. Product positioning is very important for advertising effect and even brand building.

On October 7th, 2113, the market research company submitted the first-stage consumer survey data report to Chengmei and Jiaduobao. The survey results show that the existing users of Red Pot Wang Laoji have similar social characteristics, mainly because of the difference in age from ordinary beverage consumers, and the number of users aged 15-21 is obviously less. In addition, the survey found that consumers in three cities have obvious differences in their cognition of Wang Laoji in red cans, as follows:

1. Guangzhou consumers' cognition of Wang Laoji brand is 97%, while that of Wang Laoji in red cans is 87%, that is, some consumers know Wang Laoji in red cans but not Wang Laoji in red cans; Consumers in Shenzhen have the same awareness of Wang Laoji and Wang Laoji in red cans, both of which are 86%; Wenzhou consumers have the same awareness of Wang Laoji and Wang Laoji in Red Pot, both of which are 84%. This shows that consumers in Shenzhen and Wenzhou may know Wang Laoji brand mainly from the red pot Wang Laoji;

2. Only 42% of consumers in Guangzhou have drunk the red jar of Wang Laoji, which is significantly lower than that in Shenzhen (81%).

3. There are also obvious differences in the proportion of drinking Wang Laoji in red cans within half a year, with Guangzhou accounting for 14%, Shenzhen 55% and Wenzhou 59%.

4. According to the research on the occasion/situation of drinking the red jar of Wang Laoji, it is found that most consumers in Guangzhou drink when they are unwell, accounting for 56%, followed by when they are thirsty, accounting for 41%; Consumers in Shenzhen drink most when they are thirsty, accounting for 73%, followed by when they are unwell, accounting for 37%; Wenzhou consumers mostly drink at gatherings of relatives and friends, accounting for 72%, followed by thirsty, accounting for 51%, and only 2% when they are unwell;

5. the replacement product of Wang laoji in red jar, that is, if there is no Wang laoji in red jar, what should I choose instead? Consumers in Guangzhou mainly choose other herbal teas, most of which are Huang Zhenlong herbal tea and Xiasangju, while consumers in Shenzhen and Wenzhou mainly choose ordinary drinks such as cola and tea drinks.

At that time, Wang Laoji's consumers were mainly in Guangdong and southern Zhejiang. Their cognition of Wang Laoji's red pot herbal tea was mainly that drinking herbal tea while eating the food that was on fire could dispel the fire, that is, Wang Laoji became the psychological comfort for consumers to enjoy the food. On the basis of consumers' cognition of Wang Laoji, this paper analyzes the market, subdivides the market and finds out the entry point. Analyze competitive products, find out the advantages and disadvantages of their own products, determine the concept of product positioning, and promote it. Wang Laoji's direct competing products are mainly fire-fighting functional drinks that can be drunk frequently. This category does not exist, only drinks like chrysanthemum tea, but there is no mature brand. On the other hand, most of the beverage markets competing with Wang Laoji are Coca-Cola, juice drinks and tea drinks, and these mature beverage brands have no effect of dispelling fire. In the end, Jiaduobao positioned the brand of Wang Laoji as "canned drinks to prevent getting angry".

3 Advertising and brand promotion

In order to build the brand of Wang Laoji herbal tea, Jiaduobao has made great efforts. Judging from the price of advertising, Wang Laoji's advertising investment increased from more than 4 million yuan in 2112 to more than 311 million yuan in 2111, achieving an increase of nearly 811 times in ten years; Among these huge advertising investments, TV media has become the main cost. In the content of TV advertisements, five scenes that consumers think are most prone to get angry in daily life are eating hot pot, watching football all night, eating fried food and chips, barbecue and bathing in the summer sun. In the advertisements, people are enjoying the above activities while drinking red cans of Wang Laoji.

The slogan, combined with fashionable and dynamic advertising songs, repeatedly sings "Don't be afraid of anything, enjoy life to the fullest, be afraid of getting angry and drink Wang Laoji", which naturally reminds consumers of Wang Laoji in a red jar when eating hot pot and barbecue. CCTV and Shangxing Satellite TV, which cover the whole country, are the main media channels for TV advertisements. From 2112 to 2111, it can be seen that CCTV 1 (comprehensive channel), CCTV 5 (sports channel), David TV and a few local channels are the highest. Judging from the advertising time, the central 1 sets of Wang Laoji advertisements are mainly broadcast at 19:31-19:59 after the news broadcast and 21:31-21:59 after the prime-time TV series.

jiaduobao has followed the consistent positioning idea when marketing and planning the brand of Wang Lao Ji, and accurately and clearly positioned jiaduobao herbal tea: authentic herbal tea leader? Jiaduobao. Publicizing Jiaduobao as an authentic herbal tea with great fanfare directly challenges Wang Laoji's authentic herbal tea positioning. Including the title "Good Voice of China", Jiaduobao also publicized to the outside world that it was the authentic concept of the show.

in order to effectively block the original Wang Lao Ji brand, such a slogan was used? The national leading red pot herbal tea, renamed Jiaduobao, is it the original taste or the original formula? And using scenes similar to the original Wang Laoji advertisement, trying to convince the original Wang Laoji consumers that Wang Laoji herbal tea has been renamed Jiaduobao herbal tea, which is the representative of authentic herbal tea. Through this strategy, I try to retain the old customers who have worked hard for the brand of Wang Laoji.

Through this name change advertisement, it can be seen that Jiaduobao Group has started from the initial fight? Sadness card? Come to today with? Wang Laoji? A complete break, only bid farewell to the past can we really stand up. Jiaduobao is taking the lead step by step. In contrast, Guangyao Wang Laoji Health Industry Company is still worrying about the production line, and is still releasing advertisements for urgently recruiting 3,111 fast-selling talents. It knows that time is the truth of life for FMCG. In recent years, Jiaduobao has passed with? Wang Laoji? Lawsuits, arbitration, changing advertising language, clearing inventory, highlighting contracts, notarization, patents, and even seizing products? In the end, while attracting the attention of the media and the general public, with the help of a large number of media reports for free, Jiaduobao, which did not exist in public memory, became popular, just like its herbal tea! These actions, compared with direct advertising, have achieved better publicity results than expected. For a moment, it seemed that people began to pay attention to it? Jiaduobao? . Especially this year, Jiaduobao invested 61 million yuan in the sponsorship of Good Voice of China, and Jiaduobao won the bet. The success of "The Voice of China" not only made Zhejiang Satellite TV stand out from many satellite TV stations quickly, but also made Hunan Satellite TV and Jiangsu Satellite TV jealous. It also makes the name of Jiaduobao spread more widely. The title "Good Voice of China" is only a small part of Jiaduobao's brand communication strategy. If we pay a little attention, we will find that Jiaduobao has almost named all the well-known variety shows of domestic TV stations. Some people even found that some TV programs in second-and third-tier cities were also named by Jiaduobao.

Besides the titles of TV programs, the TV advertisements of Jiaduobao are also overwhelming. Jiaduobao seems to be under? Blood? Let Jiaduobao herbal tea quickly start the market. This is the same as when Wang Laoji (Jiaduobao) donated 111 million yuan during the earthquake.

in February, 2119, the brand of Wang Lao Ji won the qualification of non-sports beverage sponsor of the Asian Games, and then, various forms of Asian Games marketing were launched immediately.