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Kappa Sports Brand 09 Marketing Strategy

2009/1/19 0:00:00 157

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At the beginning of 2009, though

financial crisis

The storm did not rest, but in the post Olympic Era

Sports brand

The strong position is still strong.

In the fierce competition of market share, brand

marketing strategy

Like the "Sun Tzu's art of war", it has been scrambled by various families. After the Olympic marketing campaign, the pattern of the group divided into the world has not been avoided. Nike, Adidas and Lining always control the basic situation of the "Three Kingdoms". However, in the cracks in the Chinese market, the fourth and fifth seats in the dispute have already appeared.

Among them, the Kappa from Italy is impressive. It can deduce the wisdom and tragedy of the marketing of the troops, and the art of marketing can be seen clearly.

The way to attack

不斷創(chuàng)新的人性化娛樂訴求

Nowadays, more consumers demand for consumption than "what you can do for me", but "how do you make me happy?"

Shopping has changed from a simple exchange behavior to a form of leisure.

If the sports brand can focus on shaping the customer's experience while serving customers, inject elements of fashion and entertainment into the touch points of the experience, and try to provide customers with the sense of joy of fashion entertainment, then we can seize the attractiveness of consumers.

Entertainment appeals first.

Marketing thinking

That is, the art of attack.

Happiness can't be bought with money, but if the process of purchasing goods can bring happiness to people, consumers will be more receptive to it. As long as entertainment moves the heartstrings of consumers, they are willing to "pay" for enjoying the process.

Compared with traditional TV advertisements, newspapers, magazines, advertisements, radio and other other brand advertisements which are spread in the form of concept, brand entertainment advertisements are easier for consumers to accept.

What Kappa emphasizes is brand entertainment marketing, which is a kind of brand marketing means, that is, to integrate products into program sponsorship, SMS, terminal activities, on-site interaction games and so on, and bring more interesting forms of communication.

In the era of increasingly blurred boundaries between advertising and content and the continuous rise of media costs, it is necessary to find more forms of communication that allow consumers to participate in interactive creativity.

At the same time, we must constantly update our strategy, even if we establish close ties with our customers, we must constantly look for new ways, because consumers are constantly looking forward to renewed experience.

Therefore, how to keep innovating and keeping the mystery and curiosity of customers has become the key to brand's lasting attention.

In fact,

Entertainment marketing

Finally, the core of the entertainment industry is "humanization", which is the root of entertainment marketing.

As people's lives become more and more diverse and diversified, enterprises will have a brand new idea of entertainment marketing only by paying close attention to human nature and paying attention to people's new life styles and methods.

By the end of 2008,

Kappa

With its innovative entertainment marketing mode and the movement brought by the Beijing Olympic Games to China, the demand for humanization of consumers has been pushed to a new peak.

Entertainment star letters, JJ Lin, Tian Liang, Li Xiaolu and so on love to join the "Kappa movement" National New Year party held by the Kappa exclusively. In the name of music, we call for the health of the national sports. In the entertainment Carnival spanning many provinces and cities, Kappa through the continuous music and entertainment interaction, let participants experience the charm of sports and music.

In this regard,

Kappa

It has its own unique view: for a long time, sports competition has always been fierce and antagonism in people's minds.

The purpose of the Kappa NOW movement is to make sport a habit of life with the most indifferent attitude, and to experience the health and happiness brought by sports in colorful costumes, which is interlinked with modern people's pursuit of fashionable life.

Well versed in the way of movement

Kappa

It seems that the deconstruction of music with music is the most direct and effective way. Beautiful music is the main way of human expression. In the flowing music, it is easier for people's hearts to get close to each other, so as to gain warmth and experience the joyful perception of sports.

Just as all things in the world are evolving in time, they create innovative self, such as parkour, hip-pop in sports, rock and roll, R&B in music.

Only in this way can music and sports produce more styles and categories outside the Mount Lu, and feel the life attitude outside the ordinary.

From the perspective of Kappa's "NOW movement", entertainment marketing and other marketing methods need innovation as well. You can only attract customers' attention before you go ahead.

Entertainment for entertainment is a taboo of entertainment marketing. Entertainment means to be used wiser, monotonous and repetitive entertainment will enable consumers to increase the so-called "entertainment burden" and choose to escape.

People's views on entertainment are always new and old, and entertainment is constantly being updated. The short-term effect of entertainment marketing is self-evident. The sweetness of entertainment marketing can not be used once and for all, and the theme of entertainment marketing should be constantly adjusted. This is a process of continuous innovation.

Entertainment marketing is the marketing behavior of public entertainment. All elements are easy to imitate. You can also perform as an entertainer. You can also do fashion shows.

Blindly imitate or copy, will make entertainment marketing at a low level.

Skillful technique --

“源于運(yùn)動(dòng)超于運(yùn)動(dòng)”的理念

At present, an average consumer has to contact thousands of sales information every day. In such a huge amount of information, it is the first step for the product to win the favor of products and brand information of their enterprises into the consumers' "sensory environment" and impress them.

For domestic sports brand marketers, how to convey the brand image to the audience in a distinctive way and make it easy to accept it takes a lot of ingenious thinking.

Adidas, Nike and Lining belong to the top sports brand in China, and although Kappa has also occupied a considerable market share, it is necessary to compete with them to improve their product quality and service.

In the competitive sports apparel market, Kappa did this.

What is most impressive is that in the 2002 World Cup, the Italy national football team, which was shot and killed by Kappa battle clothes, has a tight streamlined layout which makes the already handsome and strong Italy star more sexually bold and unrestrained, like a beautiful Greek sculpture.

Compared with the old layout design of other sports brands, Kappa's unique tight fitting design shows that it does not stick to sports, stems from sports and sports concept.

After the world cup, the classic Jersey designed by Kappa is popular all over the world due to Kappa's precise defensive marketing.

Clever against the enemy is also observed in different sports.

New things always appeal to audiences, and sports are no exception.

Before the emergence of new sports forms, we should grasp the development trend accurately and quickly seize the field, and link the products with the customers' emotions, so that consumers can pass on the enthusiasm of this new product to the brand.

When the brand meets the needs of the customer and not just the needs of the product, the smart strategy is not just a customer, but a group of fanatical followers.

After the ninety-ninth sports officially approved by the State General Administration of sport in China, the development of "alternative sports", which is born out of computer games and full of entertainment, has attracted the attention of many people. Its charm has attracted a large number of loyal fans who are mainly young people. The field of E-sports has obviously become a battleground for all brands to expand their brand penetration.

At this point, Kappa has already seen the right time and resolutely attacked and launched a comprehensive strategic cooperation with China's top E-sports club EHOME to become its exclusive clothing sponsor.

At the same time, as one of the most watched professional electronic sports events in the world, ESWC2008 has become the only designated sports equipment sponsor of China in the ESWC2008 China preliminaries.

As a result, when all the competitive fans are witnessing the passion of the illusory characters on the big screen, these 5 simple English letters of Kappa are likely to appear in every unexpected game scenario. Kappa quickly becomes the first brand logo of the e-sports enthusiast, and it achieves another unexpected effect by skillfully attacking the enemy.

Kappa's success is far more than that.

Recently, Kappa sponsorship in China Tennis has also become a favorite event among tennis fans. From 2007's "crazy tennis" to "Kappa rhythm" in 2008, young and fashionable consumer groups love it very much.

"Sports, fashion, sexy and taste" Kappa sports fashion concept, with a variety of ingenious themes to interpret, will show the power and beauty of tennis.

It can be seen that one of the artistic ways of brand marketing strategy is how to get the advantage that can not be obtained by usual means in the competitive sports market. Kappa's action is deeply in line with this principle.

Fusion method --

品牌個(gè)性相互滲入的1+1＞2

With the pursuit of fashion personality of the 80 generation gradually grow into the main force of the current consumer legion, the tide of the 90 generation is also ready to go, the era of universal entertainment has quietly arrived.

At this time, sports brands are increasingly showing the elements of fashion.

Because the positioning of different brands, the target consumer groups are also different.

But if different brands from two different industries have the same fashion and entertainment attributes, they can find a certain point of agreement, to a certain extent, both sides can.