Wang Laoji'S Marketing Success And Management Mistakes

After the Wenchuan earthquake, as a compatriot, I first felt shock, pain and compassion. Then I thought what I could do. Then, as a marketing man, I thought of how to conduct event marketing.

Here may be several points to be drawn:

1, let the people who do good deeds remain anonymous. When we were young, the education we received was to do good deeds without leaving names.

2, marketing is immoral; enterprises have morality.

Marketing is to make money, just like capital is bloody, earning more money to do good deeds is the enterprise morality.

3, doing good deeds and helping brand building is not selfish, win-win or lasting.

I suggest to several customers:

1, immediately consider setting up a volunteer service team with the company's Sichuan office as the main force, bringing drugs and materials to the disaster area, because most of my clients are doctors, and they should be able to play a role.

2, if you have the strength, make the first donation and donate more.

Finally, for a variety of reasons, it has not been implemented.

This is not only a question of guiding ideology, but also a problem of decision-making mechanism.

Wang Laoji donated!

If you want to donate, you will donate one hundred million.

It's so touching, exciting and pleasant.

The heart of the whole nation was conquered at once.

One, Wang Laoji clearly shows a company's ability of marketing innovation and quick reaction in this matter.

Innovation is not difficult. It is difficult to really implement innovative things.

Many enterprises, especially young people, have many good ideas. But when they make decisions, they deny them. Why?

Innovation has risks and risks.

We have made a risk step by step, we have nothing to say.

This may not be a problem in new technology companies such as Internet and IT, but this is a very serious and common problem in traditional industries.

This problem has seriously hindered the marketing breakthrough of enterprises.

The effect of ordinary advertising is fading away, and event marketing, public relations activities and great ideas are playing a more and more important role.

The Liu Hairuo incident enabled the whole nation to understand the neurology of Xuanwu hospital. The Ling Feng of the Division also greatly expanded its influence. It was a successful event marketing.

To do well in event marketing, we must satisfy three points: quick response, quick decision and active control.

It is the most difficult to make quick decisions. As a management consultant, I am deeply aware of how difficult it is for a big business to sell one hundred million of its billions of dollars a year.

Wang Laoji achieved three goals through this event marketing:

1, the real establishment of word of mouth, in addition to physical channels and terminals wide coverage, the connotation of its brand is deeply rooted in the soul of the Chinese people. This process is not the fact that JDB himself sold himself and said that he had love to impose on the common people, and that the people themselves put him in their hearts.

This is the secret of making a brand.

What is the most important thing to do fast?

Shop?

Terminal channel?

None of them!

Consumers are most important.

The consumer's heart is the real terminal. If the consumer is willing to buy, which retail shop is not willing to sell?

If you do not shop at the retail terminal because of unreasonable policies or logistics services, then don't hurry.

2, let people connect JDB and Wong Lo Kat.

Most people only know Wang Laoji, but do not know that there are three Wang Laoji!

There are three enterprises producing Wang Laoji herbal tea, and there are still tangled and disorderly brands between them. This is also the heart of Wang Laoji. This time, it is useless to add another advertisement. People have equated Wang Laoji with JDB.

3, sales increase.

Wang Laoji's herbal tea produced by Jia duo Bao has been listed for 95 years, and has achieved a breakthrough since 2002.

In 2002, it sold 180 million yuan, sold 600 million yuan in 2003, sold 1 billion 500 million yuan in 2004, sold more than 2 billion 500 million yuan in 2005, including Tetra Pak, and sold more than 3 billion 500 million yuan in 2006.

In 2007, it was estimated at nearly 5 billion.

What about 08 years?

Now 08 years just half a year, it is in the selling season, it is estimated to sprint 8 billion.

If you want to empty Wang Laoji's shelves, you can predict sales volume based on this popularity.

Two, rapid response and quick decision reflect a rare aspect of the management of JDB, but the network exploding hand also reflects his management mistakes.

1, event marketing has two sides. While driving to the positive side, we must prevent the negative effects. Especially in this earthquake, it is not like the Shenzhou five gods. (the latter has a very small negative possibility). It is not impossible to give the network marketing work to individuals. But how to control the process and the result obviously is not well designed.

2, there are too many public relations companies in the media public relations work to be competent, and the internal staff can also complete their own business, because the key point of the successful event marketing is the news itself and the charisma of the event itself; and second, what the enterprise has done worthy of respect.

In particular, this time, we did not rely on speculation.

If you give it to a regular company, you will be perfect if you follow the rules.

To sum up, Wang Lao Ji's marketing is a rare highlight in recent years, which is superior, effective and economical.

The efficient decision-making of enterprises is also admirable.

Although there are slight mistakes, it is still very rare.

Because people are becoming rational now, they will think that after all, one hundred million of the real money comes out of the corporate social responsibility, which can make up for the above shortcomings.

Wang Laoji is worth drinking; JDB is worth learning.

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