Improving Customer Satisfaction -- Winning The Strategy Of Bottled Water

In 1999, the 22 million billion yuan barreled water project was awarded a profit of 46 million yuan in 2002, winning the first volume and the market share of the bottled water market in the first place in 1~8. It was rated the highest rate of return on investment in all related enterprises in Danone Group.

In the second half of 1998, although the popularity and reputation of the brand continued to improve in the national market, due to the limited market growth, the sales of yogurt and bottled water were not satisfactory.

In nearly a year of market research and analysis, the company discovered that bottled water is a great market opportunity. The market is divided by many small brands, and there is no national brand. At that time, the bottled water industry is still in the early stage of growth, which means that the market has a higher growth and higher profits than the mature industry. The market capacity of the bottled water is in a period of rapid development, and the Chinese market is growing at an annual rate of 30%. Most brands offer very low comprehensive value to consumers.

On the basis of rigorous and scientific investigation and analysis, he has such a SWOT analysis of the bottled water market.

This seemingly simple SWOT analysis actually contains a lot of market judgement.

This enables him to have a clear understanding of his strengths and to combat his competitors' weaknesses in order to quickly seize the market share and how to cultivate his core competitiveness.

At the beginning of the establishment of the company, we set a goal from the perspective of scale operation: three years in the industry of bottled water to achieve four first in China, that is, the market coverage rate is the first, sales volume is the first, profit is the first, and the first is in the 70% regional market.

At the same time, we focus on the strategy of using the resources of the big brand of branding to enhance the comprehensive value and satisfaction of customers.

Tactics 1: the innovation of marketing channel ensures the establishment of high-grade image in the brand, and the scientific channel policy and the join point achieve a win-win situation.

These water stations also operate several brands of bottled water and operate various kinds of groceries.

Since most of them are independent operators, no bottled water brands are binding on them. Delivery is not timely, nuisance, impolite and so on.

Considering that the service and image of the water station are not conducive to displaying the image of high quality and national brand, we have launched a new marketing channel, the chain of franchised water stations.

At the same time, in order to seize the market as soon as possible, franchising is adopted.

On the basis of putting forward the profit of the water station, he also made systematic and advanced marketing management for joining the monopoly water station.

The effective radius of each water station is 1 km, and the number of customers in the water station is controlled within 1000 households. This effectively avoids the price confusion caused by the competition of many stores.

On the one hand, it maintains the brand image; on the other hand, it ensures the interests of the operators of the water station; more importantly, the franchisee must accept the management of the company to meet the requirements of the service.

Therefore, this marketing channel innovation has also enabled the company to enhance its service level in an all-round way, so that it has a strong organizational guarantee to enhance the differentiated competitive strategy of product comprehensive value and customer satisfaction.

In the specific form of joining, the company itself is constantly improving its brand image.

When we first built the network, we mainly cut into the market at the fastest speed. Therefore, some water stations mainly represented the image of VI in the form of store VI, but it was quickly replaced by franchised stores.

By the end of the year, he realized that only the individual husband and wife stores could not reflect the professional image of the company, and decided to develop the form of chain affiliate bundled with the strength agencies and gradually replace the individual franchised stores.

At the same time, the franchisee should strengthen its VI construction, and launch the franchise manual to standardize the management of franchised stores.

In the field of barreled water, especially in the cooperative water station, CI is the first in the country.

From two years ago to today, there are already more than 3000 distribution stations in the whole country, which is also the number one in the country.

Tactics two: humanized services enhance the overall value of products and customer satisfaction. Bottled water needs to be sold door-to-door, so the distribution mode is very different from other water drinks. The connotation of service is more complex and important.

The channel strategy of franchised service has provided an efficient platform for service upgrading.

The company requires the franchisees to have a unified signboard and store image, and carry out professional training for all the water supply workers. There are detailed rules for the behavior specification, service flow, language and action of the store, such as timely delivery of water, courtesy of the water user entering the customer's family, clothing and neatness, etc.

In the industry, he promoted the use of water dispensers to consumers, and cleaned the water dispensers free of charge for consumers.

You can see the details of the service from some small details.

The water supply staff used to wear shoes to deliver water. To avoid contaminating the floor of consumers' homes, they often take off their shoes and enter the house. However, many sweating workers are very sweaty. This situation seems like a trivial matter, but it can seriously damage the image of the company.

To this end, the water supply workers have another new rule - putting shoes on the water and changing them when they enter the house.

When these services were gradually adopted by peers, he began to search for more detailed services.

Tactics Three: the special barrel is in sharp contrast with the competitive brand. At the beginning of the business, the general barrel is used for filling drinking water, and then the paper label is added for the sake of cost pressure and unfamiliarity with the bottled water market.

But they soon realized that it was difficult to distinguish bottled water from different manufacturers.

It is a fatal flaw for the company to fail to show the brand's high quality sense of value.

So they spent a lot of money on importing a barrel production line from Japan to produce a bucket of intellectual property (patent application), and according to the specifications of CI, carve the standard word "bail" on the barrel.

It is a small act to make a patent bucket. It makes the product image of the bottled water obviously differentiate and precede the brand of other places, thus establishing the high quality market image of the company, so that some small brands can not maintain the original market even if they reduce the price.

The "black barrel" incident also magnified the lethality of the special barrel to other brands, which showed the foresight of the decision makers of the bottled water business.

In the second half of 2001, a series of amazing reports about "black barrels" were continuously reported, causing strong social repercussions, and the barreled water market was once chaotic and depressed.

The general brand began to put labels on the universal barrel to label the brand, and the barrel itself was made and engraved with the word "happy Pak".

Therefore, the lethality of the bail special barrel not only refers to the small and medium-sized brands, but also affects the big brands.

The bucket used for barreled water also has a problem of service life. After 50 times, new barrels need to be replaced, so as to avoid aging of plastics and cause partial pollution of water quality.

To date, the replacement of bucket is still a blurry practice in some bottled water enterprises, because the average cost of each bucket is over 30 yuan, and the replacement standard will need to be invested heavily for 50 times.

At the early stage of his business, he set up a bucket Replacement Fund for institutional replacement of water pails to ensure the full realization of consumer value.

These initiatives, through the integration of the music and the introduction of one to one by the water supply staff, make the consumers and the society understand and agree.

The concentration of the whole bottled water brand has increased rapidly, and many small and medium enterprises that have no regard for social ethics, hygiene and technology have been out.

Tactics four: Magic event marketing, ultra-low cost eyeballs and brand value awareness and quality. The marketing of bottled water is based on the full use of the original brand assets, and it does not require much effort in popularity. The most important thing in communication is to pmit the most valuable information to consumers effectively.

From 2000 to 2002, he designed a series of news and interactive activities that link up the bottled water with the interests of consumers. These activities have made great contributions to the "cleaning out" of some small brands and establishing their leading position in the industry.

Among them, the most representative is the news and communication activities with consumers visiting factories and declaring war against "water tickets" and "black barrels".

1., "journey to the source" - "true gold is not afraid of fire" activity, 2000 launched a campaign called "finding a source trip" in Beijing.

That is to say, in a month's time, more than 3000 ordinary consumers are invited to visit the bottled water factory in Beijing's Huairou scenic spot, so that everyone can feel and supervise its production process.

This activity has been held in other markets.

The value of this activity is very large. The bottled water market is mixed. Many consumers are worried about the quality of bottled water.

It is through this way of industrial tourism that he set up his own professional, upscale, and honest image in many brands. The establishment of this image is an important hand in which he can put aside other small brands in the market and avoid falling into price war.

2. declared war on water ticket "escaping single" behavior. At the beginning of 2000, in the 16 cities of the country, he announced that he banned the dealer from using private water tickets, and complained that the private water ticket system could lead to the abuse of private water stations and so on. It was suggested that consumers should use cash settlement as far as possible.

This is undoubtedly an excellent communication point for the Bauser.

By caring about the interests of consumers, we can bridge the interests of consumers and consumers.

When we regard ourselves as moral leaders of consumers, we also play the role of leader brand and industry standard bearer in the eyes of consumers.

There is no doubt that this is a strategy for the news propaganda of Yue Baishi, but the speculation is actually necessary for the enterprise. As long as the words have something to make the consumer feel the value of it, the consumer will easily produce the spiritual interaction with the brand.

With the spread of this way of news operation, he didn't spend a penny on advertising.

3. announced the "black barrel" phenomenon before being exposed by the media.

The concern for "black barrel" came from an accidental chance.

When they first started their operations, they did not know much about barrels, but they often heard the owners of the franchisees say how expensive your barrels are.

At the beginning, they did not understand. After investigation, they knew that the barrels used by him were their own barrels, and the market was called "white barrels".

The materials used in "black barrels" are made from recycled PC barrels, which are harmful to human body.

He has once again played the role of suspected "industry spoiler". He called on the whole society to supervise and promised to the society "never use inferior packaging barrels".

On the one hand, it restored the confidence of consumers in the bottled water market, and further established the image of social responsibility and the high quality image of the brand. This image is an important way to put aside other small brands and avoid price war in the market.

He once again played the role of "card maker" in the barreled water industry, and established his own brand image in the eyes of consumers.

Like this kind of communication, Le Baishi almost did not pay much cost, and played a "42 dialing" effect on brand promotion.

Tactics five: according to the market differences, we should flexibly adjust the regional marketing strategy. Because of the Chinese people, according to the different geographical conditions, he set up a marketing strategy that fits the local market characteristics.

In most markets in the north, the local bottled water market formed late, and there was no large-scale enterprise.

According to this market competition, the brand is relatively weak and has no head, so it is bound to assume the role of a bottled water leader.

It is distinguished from other lower level water traders at high price and high quality. The price of local brand bottled water is 8~10 yuan, while that of robust is 10~12 yuan / barrel, which striving to match price and brand connotation.

In terms of channels, there are only 250 franchised stores in Beijing alone.

In terms of quality, according to the characteristics of mineral water in the northern area, the scenery is beautiful and ring.