Marketing Inspiration From "Wong Lo Kat"

In recent years, a red canned drink, Wang Lao Ji (JDB group, the same below) has gradually entered the line of sight.

Moreover, it quickly became red in the north and south, and became a dark horse in the beverage industry in recent years.

His advertising words, "fear of getting angry and drinking Wang Lao Ji", become a well-known phrase of all ages.

Next, we can illustrate this problem through a set of sales data.

In 2002, Wang Lao Ji's annual sales volume was 180 million yuan, sales in 2003 were 600 million yuan, sales in 2004 were 1 billion 500 million yuan, sales in 2005 were 2 billion 500 million yuan, and in 2006, it was more than 3 billion 500 million yuan.

Wang Laoji's success has become a hot topic for discussion.

As a beverage industry colleague, we are also concerned about Wang Laoji. I think Wang Laoji's success is no accident. Through preliminary understanding and research, we get the following enlightenment:

First, the market difficulties Wang Laoji faced.

1, the terminal market refused to sell seriously.

In fact, Wang Laoji has been selling for many years in the market, but it is confined to some markets in Guangdong and Fujian. From the second half of 02 years, Wang Laoji began to promote the national market.

According to many data, Wang Laoji's early market promotion is not smooth.

Because the price is higher, and the packaging is relatively simple, many regional market terminal consumers do not accept this product, and the retailer owner refuses to sell.

Like many of the fast moving consumer goods promotion, Wang Laoji's sales situation is not optimistic.

2, the terminal market product sales cycle is long.

Because of the unacceptable market, Wang Laoji's early promotion work was temporarily in a predicament.

Even in the early stage, the products that are laid out by the end of the mill are too long, and they are also facing the problem of return.

Now, I understand a true story: at that time, Wang Laoji, a provincial manager, took great risks in order to fulfill the sales task assigned by the headquarters. Only in a city, in the retail terminal, the goods sold out in the form of consignment were nearly twenty thousand yuan.

From this, we can not imagine that Wang Laoji's early marketing work is not an easy and easy thing.

Two, the main direction of Wang Laoji's market cost input.

As we all know, drinks are not related to the national economy and the people's livelihood. Our country has opened the beverage industry earlier. Therefore, the competition in the beverage industry has become "white hot".

Wang Laoji, who is in the fast market promotion, cherished this rare marketing opportunity.

According to our understanding of the information, Wang Laoji mainly from the following three aspects to promote the market.

1, strong terminal advertising input: Wang Laoji in the early stage of market promotion process, through its main market of "cool tea culture" accurate positioning, quickly in people's minds laid the "cool tea king" status, its advertising words "afraid of getting angry, drink Wang Laoji", further demonstrated its exact effect appeal.

Wang Laoji's advertisements on the market include: TV advertising (on CCTV), city bus body advertisements, big brand image advertisements in the downtown area, large roads, downtown retail terminals, shop advertisements, big umbrellas, etc.

2, the input of terminal vividness: the key to the success of fast moving consumer goods lies in the terminal. Any successful fast moving consumer goods, in addition to doing well in "mouth power" (advertising), must also practice "leg work" (terminal vividness). This is our 3A theory (affordable, buy, buy).

According to the information we observed, Wang Laoji's terminal vividness is mainly promoted from the following aspects: the freezer's paid physical display, the display of big empty cans, the hanging small shelf display, the POP posting and so on.

Wang Laoji's work on terminal vividness is stricter. For example, POP posting requires every salesperson to post 60-70 POP poster daily at terminal store.

Moreover, Wang Laoji has adequate storage in the preparation of materials such as "Guang Xuan".

3, effective allocation of personnel: like other large beverage manufacturers, Wang Lao Ji has set up its own office throughout the country.

The offices are divided into the following departments: Sales Department, marketing department, supervision department, and internal work group. The division of labor and cooperation between departments are more clear. The sales department is mainly responsible for product sales and after sales; the marketing department is responsible for brand promotion and information feedback; the Ministry of supervision is responsible for market supervision and financial reporting and control; and the logistics department is responsible for logistics work.

Among them, sales department personnel accounted for the largest proportion.

In order to effectively manipulate the market, Wang Laoji is quite adequate in terms of staffing. For example, in a common Province in the south, Wang Laoji's business personnel usually exceed 100 people, so the cost of investment is large.

Three, Marketing Inspiration from Wang Laoji:

1, be good at and dare to seize market opportunity: from Wang Laoji's "red hot" sales data, we can easily find that the takeoff of Wang Laoji sales is after the 2003 SARS.

At that time, "SARS" also created several healthy drinks, such as the "pulsation" and "waking up" of Wahaha, but most of them were products that had been fired for a while, and now they have gone downhill.

Only Wang Laoji has been growing so far, which is inseparable from Wang Laoji's ability to grasp and seize market opportunities.

2, continuous and effective advertising investment: Nowadays, as long as we live in the big cities and even the suburbs of the south, we can see Wang Laoji's advertising display everywhere. Wang Laoji's advertising style is often based on one thing but effective.

It doesn't have to cost expensive advertising, so long as effective publicity is available.

3, to create their own sales team: from Wang Laoji's good market performance and team size, we can see that Wang Laoji has spent a lot of energy and money in building his own sales team.

Wang Laoji operates the market through distributors, but never entirely depends on distributors, because they have their own sales team? Script src=>