I often go to Guangdong. In his early years, Wang Laoji's position was more like "medicinal tea", rather than "table drink" or "ready-to-drink drink" like cola, with some colors of "fire-removing function". The embarrassing role of Wang Lao Ji is that the market doesn't know whether it is a medicine to get rid of fire or a drink. As for herbal tea, it is better to buy it in a drugstore or make it at home. As for drinks, it is better to use Coca-Cola. Outside Guangdong, everyone thinks that "herbal tea" is cold tea, and some even say, "We don't drink herbal tea, we drink hot tea".
At the same time, in the table market of that year, the tall ones were generally freshly squeezed juice, and the ordinary ones were carbonated drinks and juice drinks like fresh oranges. Because of health reasons, carbonated drinks are gradually resisted, especially some girls, who basically don't drink carbonated drinks. However, fruit juice drinks are basically monopolized by domestic products, and it is difficult to be favored by high-end diners because of everyone's worries about the domestic food industry.
Jia Duobao's slogan "Drink Wang Laoji if you are afraid of getting angry" is not "function" but "health".
Wang Laoji's first batch of advertisements on the street were four, which should be four scenes:
A, family reunion is a big meal, and everyone is sweating. At this time, Wang Laoji serves it and everyone smiles.
B, couples dating, like eating pizza (baked, implying getting angry), the waiter came up to Wang Laoji.
C, workplace party, eating fried vegetables (implying getting angry), the waiter came up to Wang Laoji.
D, young people get together, eat spicy hot pot (implying getting angry), and the waiter comes up to Wang Laoji.
The final soundtrack slogan is: "Don't worry about anything, I'm afraid of getting angry and Wang Laoji. Please note that this advertisement not only solves the problem of "integrating the concept of removing fire into people's hearts", which is repeatedly praised by the advertising industry, but more importantly, the four scenes of this advertisement talk about the product of "Wang Laoji Herbal Tea" as a beverage, or "removing medicine and turning it into tea".
In advertising layout, Wang Laoji chose CCTV, the most influential channel, and also showed his determination. At that time, Wang Laoji's marketing expenses should be about10 million, which is actually nothing in front of CCTV. The effect of this10 million is obvious to all. It should be said that it is not only a success, but also the peak.
Unfortunately, as a fast-moving consumer industry, its product positioning still stays in "marketing" itself, and there is no major breakthrough.
2, the creation of offline channels.
Why do I say that marketing is a point of no return? Because no matter how well you do online, people can't buy things after you come down, and your advertising fee will be wasted. And offline things are hard work. Just like the current distribution channel of foot app in it industry, whoever holds the channel is king in FMCG industry. See how Jiaduobao does it:
A, market hierarchical management, different strategies.
It should be divided into five levels, I can't remember exactly. It seems that Jiangsu and Zhejiang in Guangdong are the first level, and Jiangxi in Hunan and Hubei are the second level. But match different market strategies. This is a very good step-by-step method in the case of limited advertising and human resources.
B, the marketing model of "total distribution system+postman". The agent is required to have the ability to deliver and press the goods.
At the same time, Jiaduobao's marketing personnel and agents are fighting together. Jiaduobao's marketing personnel need to put 35 terminals (including restaurants and small shops) every day and develop 3 terminals every day.
C, ground advertising "sea, land and air" bombing.
In the catering terminal, "sea" refers to the chair covers, napkins, toothpick barrels, etc. of Jiaduobao logo, "land" door Yi Labao, wall pop (poster), kitchen apron, "empty" refers to hanging flags in the air, etc. As long as these are free paper towel toothpick bottle openers, these shops are willing to cooperate. Roadside shops, Jiaduobao did not let go. It is stipulated that each salesman should post more than 30 POPs and refrigerator stickers every day, which absolutely occupies the terminal.
D, this is the most important thing: be kind to channel providers.
Channel dealers are most afraid of pressing money, and Jiaduobao is very happy to settle money; In terms of profit, Jiaduobao does not adopt the price difference between import and export, but prefers the principle of rebate according to quantity. The more you sell, the higher the profit. Loss of goods is a major problem in distribution. For example, if the cans are leaking and broken, all of them are 100% responsible, all kinds of promotional materials are followed up in time, and there are special emotional maintenance specialists.
Jiaduobao said that for every 10 can of herbal tea sold in China, 7 cans were Jiaduobao. This cow is not blown for nothing. Through the storm, the channel is king.
3, Jiaduobao's virus marketing (should be written at the end).
Actually, I should have written this later, but I think the words on it are more serious and boring. Let's have something that everyone likes.
Stop talking and look at the picture.
This series of advertisements was forwarded by the grassroots in Weibo at the beginning of the year. Behind the incident, of course, there is a pusher.
4, Jiaduobao interactive marketing.
Last year, during the Chinese New Year, in many supermarkets, I shouted at this machine, "Come and have a jar of Jiaduobao during the Chinese New Year." When it reached a certain decibel, I gave out a jar for free.
Therefore, many people shouted at this machine, and there were one after another in the supermarket, "Come to the New Year to add more treasures"!
It is said that you can shout out 8000 cans a day, but how much is this? He occupied the whole supermarket all day.
Not only that, this marketing technique, turned crazy by Weibo, took advantage of it for the second time.
5, Jiaduobao's entertainment marketing.
Everyone knows this. The advertising of "The Voice of China" in the first season coincided with the last moment when Jiaduobao and Wang Laoji grabbed the brand. This campaign was basically a complete victory.
To what extent did the first season of The Voice of China influence? In my mind, in the past ten years, there was only one variety show that could compete, that is, Super Girl from Chris Lee and BiBi Zhou (or Happy Girls, I can't remember). In short, these two have the same influence at most, and we can't think of a third one.
There are two points in the entertainment marketing of The Voice of China:
A, the investment in the title fee is only 60 million. It should be said that both sides are gambling, and Jiaduobao won (the title fee in the second quarter is 200 million, but the influence is far less than before);
B, the advertising word "authentic good herbal tea, authentic good voice" took down the word "authentic" at once. Since then, Jiaduobao is authentic, but Wang Laoji has taken a back seat.
C. In the process of Jiaduobao, they not only paid for the title, but also used their powerful channels to promote it in more than ten cities, and pop was also posted to various terminals.
6. Battle between Jiaduobao and Wang Laoji.
This is not something that can be written in a few words. Let's "peek at the leopard" from some propaganda words of Jiaduobao during the period.
A, the red pot herbal tea with the largest sales volume in China, is now renamed Jiaduobao.
Very deceptive, I didn't say that Wang Laoji changed his name, I said that the number one seller changed his name. But I was still ordered to make a film.
B, afraid of getting angry, drink Jiaduobao now.
The last sentence was changed when the advertisement was complained. The key point is the word "now", which is very deceptive. Let me tell you, it has been renamed.
C, still the original formula, still the familiar taste.
Tell the consumer that although the name has changed, the formula and content have not changed. I'd better buy this one.
Online channels, telling dealers that "it's just changed its name", anyway, it's still that group of people who are docked, and everyone doesn't care about this kind of thing. At that time, when eating, the customer called "Can Wang Laoji", and Jiaduobao came up, and then the merchant would tell you, "It was renamed".
Ok, I have written so many stories, and the story of Wang Laoji and Jia Duobao is not something I can finish in a few thousand words. Let's talk about it later.
In short, if a company in China can be said to be "on the top of marketing", it is Jiaduobao.
Right, none of them.
Borrow someone else's analysis.