Case subject: Beijing she and he drinks company

Success keywords: segmentation of new ideas

Market effect: within a week of the product order volume of more than 200 million yuan, and in three months hit a new record of 600 million yuan of order volume.

Flavor, composition, age, function and other vertical product segmentation standards have long been used by many manufacturers, want to surprise in these segments of the market has been impossible, the "horizontal" cut the market a knife, the drink out of men and women, so that men and women have to drink a different nutrient water product claims are well reflected.

Marketing event playback:

"This is a thousand years waiting for a product," he her water president Zhou Ziyan often commented on his water.

In the beverage industry, taste, ingredients, age, function and other vertical product segmentation standards have long been used by many manufacturers, from adult beverages to children's beverages, from functional beverages to emotional beverages, want to surprise in these segments has been impossible, but no one has ever made a binary cut of the consumer population of the beverage, and in this extreme pursuit of individuality and differentiation in order to adapt to the personality of men and women, living habits, physical health needs, it is labeled as male and female." Can we 'cross' cut the market a knife, our drinks are also divided into men and women?" Zhou Ziyan said.

March 2004, "he + she - nutrient water" officially launched to the market, its unique creative immediately became the focus of favorable reviews, within a week of the product orders more than 200 million yuan, and in three months hit a record high of 600 million yuan of orders.

Strategy analysis:

The power of the name

In the book "Positioning", Rees and Trout dedicated a chapter to explore the power of the brand name. They write that the name is the hook that hangs the brand on the product ladder in the mind of the intended customer. In the age of positioning, the only important marketing decision you can make is what name to give your product.

The birth of the name "Tahitian Water" was a difficult one. Men's Drinks, Women's Drinks", "Handsome Men's Drinks, Beautiful Women's Drinks"

Standing in the shoes of a third party, what can simply and directly summarize men and women without sounding cheesy?" He" and "She" are two names, what about when registering a product name? How can the two be linked?

Zhou Zi Yan, they have made more than 50 names, such as "Vita, Vita," "he ah, she ah," "cool boy, pretty girl," and so on, in a naming meeting, when "he +, she -" flashed, the scene of all the people have a kind of "found" feeling.

"He, she", for the target customer group - the psychological age of consumers in the 18 to 35 years old left a full range of associations, to avoid the name of a certain quality and rejected another category of people; the product itself is a nutrient water, "+" and "-" not only embodies the product, "men plus physical female weight loss" qualities, but also implies the gender attributes of the product, so that men and women have to drink different nutrient water, the product appeal is well reflected. Product claims are well reflected, contains inositol, taurine, can add vitality for men in a timely manner "he +" and contains aloe vera and dietary fiber, can help women lose weight, keep beautiful and beautiful "she -" *** with the same composition of the "his and her nutrient water" concept. In the name of the product feel fresh and produce the first try, but also gave consumers repeated reasons to consume, by functional drinks laid the foundation for market education, and further consumer health care wishes into practice.

Trafficking in romance

The personalized brand idea of his and her water has impressed those consumers who have a strong curiosity and are willing to be fashion trendsetters, and at the same time, have a particularly

romantic atmosphere.

Since the division of men and women, we have to maximize this feeling. In the promotion and publicity, "his and her water" marketing team's approach is even more dazzling, CCTV advertising, image spokesman, music marketing, love affair marketing, experience marketing as the core, and ultimately focus on romance.

He and she drinks company has invested in the production of a series of "she", "he" original songs, such as "love her to him", "there I have her", "male and female relations", "ID code" and so on." I also hope to use these songs to hit the song charts, so that consumers can sing and drink him and her, enjoy the warmth and sweetness of his and her world, so that 'his and her water' can eventually become a drink that can flow out of the music," Zhou Ziyan planned.

The network is the communication media that young men and women have the most contact with and are most willing to accept. At the signing ceremony of the image spokesman on June 9, 2004, she plus his drinks company launched the "searching for him (her), with the water meet" activities, which is a kind of "netizen meet", quite entertaining and suspenseful love affair speed dating activities, consumers as long as the code on the bottle with SMS sent to the designated address, there will be a chance to get acquainted with the same code and consumers of the opposite sex. During the campaign period, no less than 100,000 text messages were received every day.On August 1, 2004, Kingsoft and His & Her Water started a large-scale summer promotion strategy in major cities across the country, taking advantage of the online game "Swordsman's Fate" to let "His+Hers" enter the beverage sales channel of cybercafes. In addition, "his and her water" also planned "TV drama marketing", "his and her dance" and other innovative means of communication.

In the product packaging design, "he and she water" from the use of color, composition, layout and other aspects, are marked with a distinctive mark of gender. She" drink with peach red, looks very feminine, with a hint of romance and charming." The blue color of the "He" drink expresses the stability and masculinity of men, and the bottle is a bit streamlined, revealing an elegant temperament. Men and women two bottles placed together, can form two youthful, beautiful faces look at each other, a man looking down on the face and a woman looking up at the face to give a person snuggle up to each other, each other's feelings, just like a pair of couples looking at each other, so that consumers have full associations, and this way of placing not only the first time to attract consumer eyeballs, but also many people, especially young people tend to be intolerant of letting the other bottle of water alone.

China's beverage market in 2004, due to the emergence of his and her water, with a touch of romance and new ideas.

Industry analysts: "the success of the product creativity, which is one of the main reasons why it is favored by many dealers."" The emergence of "his and her water" soon attracted other manufacturers of strong follow-up. Nestle in the second half of 2004, the launch of aloe vera, green tea, chrysanthemum, blueberry four flavors of the "water care" series of women's drinks. At the same time, "boys and girls", "he moved her move", "he multiplied by her in addition to", "he cool she cool" and a number of clones have come out of the cage.

While the use of "partner" marketing and other new manufacturers and distributors of the cooperation model, greatly stimulate the enthusiasm of dealers in the initial success of the investment also ensures the stability of the sales work. But, "instant creativity, lasting implementation", in the face of numerous followers, especially not a lack of quite strong rivals, how to make the "systematic innovation, integration and innovation" to be able to get a long-term implementation, in 2005 on his and her water is a test.