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How To Successfully Promote New Products In Brand Extension

2008/11/10 10:13:00 82

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Zhou Xingchi's failure to bring Wahaha is a cognitive obstacle to rapidly disintegrating the brand extension. The four principles for the successful promotion of new products in brand extension are: highly differentiated positioning, rapidly upgrading the visibility of the products, improving the terminal distribution rate, strengthening the lively chemical works of the terminal, and establishing a specialized sales team and scientific assessment system.

In the front, we mainly studied the inherent law of brand extension, such as what is the key to decide the success or failure of brand extension, and what conditions do we need to succeed in brand extension. The research in this field will help us to scientifically and accurately grasp the feasibility of a brand extension and the chances of success.

To solve this confusion, the friends of the business community are most concerned about how to successfully promote the brand in the brand extension.

To successfully promote new products, first of all, we need to enhance the extension and expansion of the brand itself, so that the brand can effectively promote the sales of the extended products. This requires that the core value and core value of the brand have the distinctive core value to have tolerance for various extension products, and create a brand with high reputation and high prestige.

This is a good foundation for the promotion of new products.

Next, we need to see whether there are excellent marketing advertising strategies and scientific marketing system for extended products. The successful promotion of new product marketing strategy and marketing system has the following characteristics:

1, adopt a highly differentiated strategy.

The most important thing is to adopt the strategy of differentiation.

Because brand extension has entered a new product field, if the new product has strong brand in the whole industry, it is difficult to extend its success by relying solely on the brand's reputation, prestige and core value.

Using differentiation strategy to innovate products and concepts without confrontation with competitors, it is easy to create a new cake.

Haier entered the washing machine market for 94 years. The entry point is very good. It first set up an image by making high-end products, and launched the Margaret three in one washing machine. This is the first one in China. If it goes to the ordinary wave wheel and roller washing machine like Swan and duckling, then the success rate of Haier extending to the washing machine market will be much smaller.

Kangshifu spread from instant noodles to juice, tea drinks, pure water, biscuits and other large quantities of food and beverage, basically successful, especially "3 + 2 biscuits" the most successful, and the extension of snow cake is not very successful.

The main reason for the failure of snow cake is no innovation. The product is very similar to that of snow cake in the Chinese market, no matter from taste or form.

"3 + 2 biscuits" has been strikingly successful, because the sandwich biscuits were "2 + 1" (two layers of biscuits). The "3 + 2 biscuits" of three layers of biscuits and two layers of sandwiched had not been noticed before, causing great concern in the market.

After success from slimming soap, he successfully entered the cleanser and shampoo.

On the one hand, the success of the facial cleanser is stained with the light that is close to the soap category. On the other hand, it relies on the differentiated positioning strategy.

The success of shampoo depends mainly on differentiated marketing strategy.

In the autumn of 2000, suoft introduced 10 new products: papaya white, pearl white skin, lemon white skin, shrinkage pores, particle revitalization, MG anti acne, aloe vera moisturizing, sheep tyre wrinkles, eye circles skin, face lift and so on. Each product was designed for different skin care and beauty functions, meeting the personalized needs, and forming a high degree of difference and distinction between the selling points of traditional Cleansing Milk mainly "deep decontamination, moistening, less irritation to the skin".

In the promotion, the ten distinctive new products are also vividly named as "the ten beauties facial cleanser". The slogan of "face washing with face washing" is a slogan to guide consumers' demand for facial cleanser to a functional and personalized level.

By 2001, Sufu skin cleanser has become the first in the domestic brand and ninth of all brands (according to the statistics of 50 large supermarkets and shopping malls in the country).

Soefort extended to the Unilever, the flower shop, surrounded by the king and Procter & Gamble, the irresponsible shampoo market has also been successful.

In the face of "nutrition", "Dandruff", "flexibility" and other market segments, each has a strong brand to occupy the side of the situation.

Research shows that consumers' demand for washing water is improving, and dandruff and nutrition have been promoted by many brands, which is considered to be a very common interest. It has become the function of shampoo in the eyes of consumers.

Consumers are also concerned about the beauty of shampoo, such as making hair smooth and smooth.

So she invested a lot of money to gather top experts at home and abroad, and launched the first "negative ion shampoo" to win the favor of women who are "fashionable and like straight hair".

2, quickly enhance the visibility of extended products.

Brand extension needs to successfully promote new products, and consumers' cognition and association with brand names are mainly concentrated on the obstacles of original products.

If the company has just extended from yogurt to the pure water industry, many advertisements have been put into the results, but it is not known that there is much hunger for pure water. For example, Hisense is a brand name by color TV. Because there is not enough advertising power, the air conditioner has been promoted for a long time. When consumers mention air conditioning, they can think little about Hisense brand.

If consumers are unable to associate the brand with extended products, extended products can not be included in the list of candidates for purchase (at least before entering the mall).

Therefore, we need to rapidly upgrade our products.