Waiting for K card -7
Water is one of the conditions for human survival. McCann Guanghua marketing planning agencies believes that with the development of economy, people's requirements for quality of life are getting higher and higher, and drinking water has become a huge market. The traditional "water" market of mineral water marketing plan book is full of dozens or even hundreds of brands. Does the market still need "water" The marketing plan of mineral water Chitaquan closed joint-stock company came from Russia and came to China with this problem and their mineral water product "K Card -7". They urgently need to know the market in China, understand the consumption psychology of China people, and launch their own unique water brands in the market. At the same time, they also need huge dealer data to make a choice. So, in the summer of 2006, they walked into marketing planning agencies of McCann Guanghua International with product introduction. This year coincides with China's "Russian Year".
For those who only know a little about the market, everyone knows that it is undoubtedly unprofitable to enter the mineral water market now. All kinds of big brands have occupied a large market share, while local small brands have firmly occupied the regional second-tier market, and the whole industry is saturated. Mineral water marketing plan book However, when we got the product introduction of "K Card -7", everyone could not help but shine at the moment-this is not just pure mineral water, its essence has completely exceeded the concept of ordinary drinking water. The water source of mineral water marketing plan K -7 was formed in Cretaceous period about 65 million years ago. The water body is rich in balanced minerals and trace elements, and contains carbon dioxide gas. It has good physical therapy and health care value for human body, and can prevent cardiovascular diseases and other diseases. Therefore, it is called the world's first mineral water with recuperation and health care value.
However, marketing planning agencies of Macon Guanghua believes that products alone can't open the market, and consumers can't read the product introduction carefully, or even put it on the shelf without anyone's attention. How to make such a strange foreign brand known to Chinese people, how to give this unconventional product the most distinctive character, how to locate the consumers of this high-quality drinking water, how to tap the potential market, and how to make dealers have confidence in it, many problems need to be solved one by one. This is a quiet war, and all the planners are ready to go.
Healthy luxury goods
This is a seemingly ordinary problem of new product promotion and investment promotion, but it is actually too unusual. K Card -7, a marketing plan for mineral water, is a brand-new drinking water, which is completely different from the traditional pure water and mineral water. Its appearance will break the traditional concept and structure of drinking water market. However, before entering the market, the first question to be solved is: what kind of market segment will K -7 face? What kind of people will you attract most? Therefore, the planners of McCann Guanghua marketing planning agencies conducted a field survey of drinking water shelves in many supermarkets and shopping malls, and reached an accurate conclusion: the high-end market is almost a virgin land.
According to the survey of Sub-health Research Center of China Academy of Social Sciences, the urban healthy population accounts for 16%, the unhealthy population accounts for 14%, and the sub-health population accounts for 70% (including 40% mild patients and 30% chronic patients). With the accelerated pace of life and the increase of economic income, the health status of urban population is also seriously threatened. Mineral water marketing plan. Among them, McCann Guanghua marketing planning agencies thinks that the health of the middle class is particularly worrying. More and more people are beginning to pay attention to this problem. The middle class is very concerned about the quality of life. For them, health is especially precious. At the same time, the society we are facing is becoming a strange society with gradually weakening social ties and class restrictions. People's commodity consumption behavior in order to show their social identity and distinguish themselves from others has become an important content in modern consumption, and the middle class is considered as the main force of this modern consumption. China people are even worse at this point. Why are flip phones so popular in China? It is because many people think that the sound of turning off their mobile phones after making a phone call is very imposing. This is the consumption psychology of many people in China.
Based on the above two points, we can be absolutely sure that K-Card -7 will be a high-end consumer product aimed at a specific group headed by the middle class.
Dominance and rationality
McKinsey's Special Report on New Consumers in China in 2006 defines families with annual income between 40,000 yuan and 6,543,800 yuan as upper-middle class families. Mineral water marketing plan book At present, the number of middle class in China is about 30 million. It is predicted that by 20 10, the total number of middle-class families in China will reach 1 100 million; In the next decade, the number of middle class in China will reach 350 million. So if successful, K Card -7 will be the source of wealth for the dealer!
On the one hand, in order to reflect this market value, the Chinese Academy of Preventive Medicine has demonstrated the longevity of residents who drink this water from the source, and it has been certified by authoritative organizations such as the United Nations Nutrition Organization, the China Nutrition Society, and the China Health Science Association: it is called the only natural mineral water with health care value in the world, and we have every reason to play the name of "the first water in the world". As the mineral water marketing plan book has just entered the China market and is positioned as a high-end market, the propaganda style must be atmospheric, so that dealers can feel a kind of strength and confidence when they smell it, and the proposed potential consumers can feel the domineering and superiority of the product itself. Therefore, we set the slogan of attracting investment as "Water is the best in the world, nourishing China people".
"Bring it" is unconventional.
The market positioning has been solved, but the conceptual positioning of the product has not been solved. Marketing planning agencies of Macon Guanghua believes that K-Card -7 is different from ordinary pure water and mineral water, which is outstanding in its nutritional value and health care function. However, it is not a health care product, but essentially a kind of drinking water. What kind of concept name can we give it that is not divorced from the essence and different from the traditional water type, so that consumers can realize that we convey not only a fresh water concept, but also a brand-new health concept and attitude towards life? Mineral water marketing planning The name mineral water has been used by some brands, and K Card -7 contains much richer nutrients than ordinary mineral water on the market. For a name that can not only reflect the value of the product but also be unique, the planner took great pains.
What we want to emphasize most is that K Card -7 is different from ordinary mineral water, and it is a new type of drinking water. In view of this, we once thought of the famous reverse proposition method, whether it is the classic "non-cola" 7-up or the now well-known "unknown crosstalk performer" Degang Guo, both of which are successful cases of reverse positioning. But "non-mineral" is only put forward for mineral water in mountainous areas and plains.