Ten Big Brand Strategies

LarryLight, a famous American advertising research expert, believes that future marketing is a brand war -- the competition between brands.

How can competitive disadvantage companies integrate existing limited resources against leading brands?

How can an unknown brand grow rapidly into a famous brand in a short time?

How does a famous brand grow into a leading brand?

Brand strategy determines the speed of brand growth.

Through 5 years of tracking the growth process of famous brands, the author finds that there are one or more 42 brand strategies that support China's fast growing businesses and brands.

The following ten brand strategies are summarized from the growth process of Chinese well-known enterprises, which is worthy of reference from the industry.

First, market segmentation.

The so-called market segmentation is to divide the market into a buying group with different needs, personalities or behaviors, and adopt a separate product or marketing strategy for each buyer group.

Market segmentation has become a brand strategy widely adopted by China's mature marketing enterprises. However, many production enterprises have not paid enough attention to it when they advertise products.

In the modern era of continuous competition, no enterprise can get the whole market at all, or at least can not attract all buyers in the same way, because consumers are too much and too scattered, and their needs and buying habits are different.

Every enterprise must find the cake that best suits her.

Only if the brand with a competitive disadvantage can identify its niche market according to market demand, competitors' Inferiority and advantages, can it find its own place.

Haier group is an expert in market segmentation.

Haier launches a series of washing machines for water saving and electricity saving based on the characteristics of consumers' frequent laundry and less quantity in summer.

Farmers in Sichuan and other places use washing machines to wash sweet potatoes, and Haier quickly improves the washing machine's water supply device to meet local consumption needs.

In the United States, the refrigerator market is relatively mature. Haier discovered the university apartment market and invented a refrigerator that can be used as a desk.

Hisense has unique features in the market segmentation, and has set up its own "inverter air conditioner expert" image in the fiercely competitive air-conditioning market.

Not all subdivision markets can be successful, and market segmentation must be based on full market research.

Subdivision should not follow the same standard, and should be subdivided from different angles to find the suitable market.

The common subdivision variables are: geography, population, psychological and behavioral variables.

Geographical variables such as urban and rural areas, South and North, Beijing and Shandong.

Demographic variables such as gender, age, family, marital status, occupation, etc.

Psychological limits include: upper middle class, lifestyle, personality and so on.

Behavioral variables such as consumption situation, user status, frequency of use, and purchasing power.

Market segmentation is the basis of differentiation. After subdivision, target selection and positioning should be carried out.

Two, a new path

When the market tends to be saturated and relatively mature, products and marketing methods are becoming homogenized. The difficulty of market segmentation is increasing, and the difficulty of competition has also escalated.

Inferior brands are less likely to stand out in the mature stage of industry and increase their difficulty.

Many companies have chosen another way to create a market and firmly control the market.

The preemptive rule is that finding a new market and occupying it quickly is more important than anything else.

There are three common ways to create new markets: product innovation, marketing practices and innovation.

In recent years, the daily chemical market has experienced price war, bactericidal warfare, green war, ingredient war, and so on.

Most of the brands entering the daily chemical market in the late days are mostly parable, but sales volume is not optimistic. But the Jilin nine Xin group's perfumed soap has been doing well in the market.

The nine unknown group has become a rising star because it has opened up a new road and launched the theory of "removing mites and nourishing skin".

The nine Xin group firmly established the image of "nine Xin removing mites" in the minds of consumers, and also created conditions for the brand extension in the future.

In terms of product innovation, Shandong Joyoung soya bean milk machine is also a successful case.

According to the tradition of China's consumption of soya bean milk and the new demand of consumers for convenience and health, Joyoung invented soya bean milk machine.

Shandong Joyoung was a small business a few years ago, but in the past few years, it has created a good sales performance of more than ten billion yuan a year, and even many famous traditional household electrical appliance enterprises are salivating over the soybean milk machine market.

Another enterprise in Shandong, Huang Ming group, has pioneered the promotion of solar water heaters and has now become a solar energy magnate.

If the company has no advantage in product development, marketing method innovation is also a good way.

China's health care products and drug market is widely recognized as a chaotic market, and products are seriously homogenized. Industry development is basically supported by marketing.

The competition methods of health products and drugs marketing are stacked up, but marketing practices are homogenized.

Consumers do not believe in health products and medicines. The advertisements of enterprises are very loud.

In this situation, Shanxi Fu Shan pharmaceutical industry launched the "free clinic marketing", and Zhuhai launched the "club marketing" in the Spring Festival.

Probably many people do not know Fu Shan pharmaceutical, but most people are familiar with their products, "Luo Xin Tong", "Wei Er Shu" and "speed".

Before 1998, people in China were generally dissatisfied with the cost of hospitals. Many people were too sick to go to hospitals because of their high prices.

In 1998, the free community clinic created by Fu Shan pharmaceutical company catered to the social needs at that time, and the trust of the people was deceived through the systematic packaging of doctors.

Fu Shan Pharmaceutical Co., Ltd. has created a sales record of 500 million yuan per single product based on innovative clinic marketing.

In the advertising campaign of health care products, Zhuhai has adopted low-cost club marketing, established a large number of consumer archives, and managed a large number of loyal customers through lectures and club fellowship.

The resource of customers has become a valuable resource for the launch of new products.

The innovation of the method of use can sometimes become a very effective marketing strategy.

Before 1996, fans of Chinese consumers consumed bulk fans, which were neither convenient nor hygienic.

Longda group launched the first package of fans in China in 1996, occupying the national fans market at once, and has been sitting firmly in the fans industry for many years.

In 1991, the golden dragon fish introduced the small package edible oil first. It has been singing for more than ten years, and now it has become the leader of the edible oil industry.

Opening a new path to create a market does not mean that it will occupy a market. Many enterprises do not laugh at the end and become the victims of the industry.

Haier pharmaceutical first launched the concept of "sub-health", and its sub health product productivity has not achieved good results.

Wan Yan, who invented VCD, did not wait until the VCD market matured and was forced to "live in rivers and lakes".

Before entering the new market, we should first do a detailed market survey to accurately grasp the market demand, market entry timing and development trend.

Secondly, there should be strong capital and systematic marketing methods to ensure that the market can be quickly occupied.

Thirdly, the industry defense system should be established to prevent other brands from catching up quickly.

Brand defense system is an effective way to stop competitors from climbing up the line.

In terms of defense, we should do well in such aspects as intellectual property protection, product variety reserve, technology reserve, government protection, and marketing personnel reserve, so as to increase barriers to entry and set up barriers to entry.

Three. Borrow a ship to go to sea.

To go out to sea by ship is what the planners often talk about, borrowing advantage from other things, people and organizations, good reputation, reputation, trust and attention, and pferring these advantages to their brands reasonably, so as to promote sales quickly.

Frequently used resources include public resources, well-known enterprises, major events, well-known figures and so on.

Longkou vermicelli has a long history of more than 300 years. Longkou vermicelli not only has a reputation for Kyushu but also has a high reputation in the world. In the eyes of many consumers, Longkou fans are synonymous with high-quality fans.

Longda group, by virtue of "Longkou fans and dragon making", has pferred the popularity, reputation and loyalty of Longkou fans to Longda fans.

The borrowing strategy has made the dream of Longda fans industry hegemony.

The success of Longda fans is the help of regional public assets, and the success of paradise umbrella industry is backed by the city's reputation.

The classic advertising slogan of paradise umbrella is "really want to have paradise umbrella, Hangzhou paradise umbrella industry".

"There are heaven on earth, there are Suzhou and Hangzhou", and Hangzhou is a famous city in the United States, which is similar to heaven.

The umbrella industry in paradise combines skillfully the beauty of Hangzhou, the beauty of Paradise umbrellas and the desire of women consumers for beautiful psychology, giving the brand a beautiful association space.

Brand alliance is an important brand strategy.

The order of enterprise competition is from low to high: product competition, service competition, brand competition and brand alliance.

For the weak brand alliance, it is an effective way to improve itself.

The cooperation between Guangming milk and the world famous company Danone has improved their brand image.

Dalian Wanda's cooperation with WAL-MART, the world's number one retailer, has not only promoted the brand but also gained many benefits.

The alliance of famous enterprises is not limited to peers. The complementary advantages of alliance among different industries may achieve unexpected results.

For example, the cooperation between Coca-Cola and Founder computer, Coca-Cola has launched the theme of "Coca-Cola Coca-Cola Founder computer Award" in her packaging, posters and advertisements.

Founder is selling Coca-Cola as an advertising medium, Coca-Cola also saves its own prizes.

Brand bundling is a win-win strategy.

Major events such as the recent SARS incident and the Iraq war will become the focus of attention of the media and the public.

If the brand can be positively associated with major events, it will increase brand awareness and reputation, and make the relationship between the enterprise and the government or the public more intimate.

Event marketing has the incomparable advantages of traditional advertising and promotion.

For example, during the period of SARS, the Wahaha Group donated ten million yuan worth of new products to the Ministry of health and local governments.

Wahaha's donation batches were held at different locations throughout the country, causing the overall concern of the tabloids as large as the central media.

In the media coverage, we constantly stressed that Wahaha and overseas research institutions concerned were working together to develop electrolyte drinks, and the first batch of "Kang beneficial" electrolyte drinks were provided to the anti-inflammatory front-line personnel through the relevant departments of provinces, autonomous regions and municipalities throughout the country.

Media tracking of "mysterious drinks" has made ordinary products the focus of beverages.

Wahaha's donation can be summed up in three ways. First, it has made contributions to the society. Secondly, it has set up a good brand social image, and once again becomes a new listing scheme that can definitely win the classic case award.

The popularity of celebrities is also a magic weapon for many brands to succeed.

The common practice of enterprises is to hire celebrities to be spokesmen for image, and many brands are often tested.

Recently, even the Huiyuan Juice, which has always been conservative, has hired Gianna Jun, a famous Korean movie star, as the spokesperson for her image, and to cheer for its brand promotion.

In addition to inviting public figures such as movie stars, singers, laughing stars and sports stars, a spokesperson can also invite professionals or ordinary employees to be spokesmen, but they need a series of packaging.

Another way for celebrities to borrow is to develop the relevant industries with the help of celebrities in the industry, more successful such as Lining sportswear and Yang Lan's sunshine culture.

The third way is to collaborate with celebrities to develop celebrity resources, which is expected to become a mainstream of development in the future.

Four, challenge famous brand

Brand names usually have a high position in the minds of consumers.

In the eyes of consumers, enterprises that can challenge famous brands, especially those with leading brands, are generally strong.

It is natural for consumers to play chess with masters.

This consumer psychology has been firmly grasped, and many enterprises have decisively challenged the industry's leading brands, so that they have obtained the same qualifications as leading brands.

Mengniu Dairy industry is