Ten Classic Advertising Marketing To Create Wealth Miracle

P & G: a symbol of well known brand, an unassailable advertising strategy.

P & G is known as "no brand that can't be played," and so is the fact.

Since its entry into the Chinese market in 1988, Procter & Gamble has launched at least one new brand every year. Although the price of the product is 3~5 times that of its local products, it does not prevent it from becoming a best seller.

It can be said that as long as there is a place where Procter & Gamble brand sells, the product is the leader of the market.

And the most commonly used weapon in P & G's attack market is advertising.

In the 80s of last century, P & G first introduced the advertising wind to China. When Head and Shoulders's dandruff advertisement was on TV, the most fashionable topic for young people was Head and Shoulders.

After a long period of time, as long as there is an advertisement of P & G products on TV, there will be a group of fashionable chasing people.

Procter & Gamble is so famous that it is based on high cost advertising investment.

According to the authoritative market research company, in 1999, P & G invested more than 500 million yuan in advertising in China, accounting for about 10% of China's daily chemical industry.

Far more than Unilever, which is a multinational company, let alone domestic products.

If the characteristics of P & G advertising are just bombardment, its advertising strategy is not the best, and it will become annoying at most.

P & G's advertising strategy naturally has many other brands that are incomparable.

First, P & G's advertising positioning and product positioning are integrated.

As we all know, P & G is one of the most famous brands in the world, which stems from P & G's market segmentation concept.

It believes that one thousand consumers have one thousand Hamlett, which sums up a number of differences.

As a result, P & G shampoo has three big brands, such as soft, PANTENE and Head and Shoulders. The washing powder series has Tide, blue wave, and soap market Shu Fujia and OLAY.

Procter & Gamble, however, does not worry about competing brands on the same shelf, because P & G ads have clearly told consumers which brand to use.

Take shampoo as an example, Head and Shoulders's personality is to remove dandruff, "Dandruff goes without trace, hair is more outstanding", "elegant and soft" is highlighted, PANTENE emphasizes "nutritious hair, healthier and brighter", and the three brand personality is clear at a glance.

Consumers want to dandruff naturally choose Head and Shoulders instead of rejoice, thus avoiding the competition between the two.

P & G's advertising segmentation has achieved the goal of beating Chinese consumers.

In 1999, China's shampoo market, P & G products accounted for more than 60% of the market share. Of them, rejoice ranked 25.43% in the first place. PANTENE and Head and Shoulders followed by market share of 18.55% and 15.11% respectively.

Secondly, P & G advertising is very convincing.

The formula used in TV advertisements is "expert law" and "comparative law".

Procter & Gamble first pointed out a problem you face, such as itching and dandruff. Then an authoritative expert will tell you that the problem of dandruff can be solved. That is, using Head and Shoulders, and finally using Head and Shoulders, dandruff is gone.

This is the "expert law".

The "comparative law" refers to the fact that P & G compares its products to competitors' products, and consumers can clearly see the superiority of P & G products through television.

Of course, P & G ads often rub up with "expert law" and "comparative law", such as Shu Fu Jia's advertisement.

Shu Fu Jia first publicized a new concept of skin cleanliness, indicating that soap should be decontamination and bactericidal.

Its television advertisements, compared with microscopic ones, indicate that using comfortable soap is much less effective than using ordinary soap, and emphasizes its strong bactericidal power.

Its rhetoric is "accredited only by the Chinese Medical Association", once again enhancing its authority.

Taking a look at Shu Fu Jia's advertisement, its technique is mediocre, but its impact is very strong.

Again, P & G's spokesmen are different.

Procter & Gamble's competitive products, such as Unilever, have hired international celebrity women celebrities as spokesmen for the image. Silk Bao invited Hongkong superstars such as Ekin Cheng and Nicholas Tse to be the advertising spokesmen of wind and shadow, while Procter and gamble spokesmen are usually new people who are in line with the personality and temperament of P & G products.

This kind of advertisement gives consumers a fresh look and brings them a sense of peace and closeness.

In addition, civilian advertising has also played a very good role in suggesting that consumers can be seated and unconsciously become the captives of Procter & Gamble products.

For example, the Advertising Spokesperson of rejoice is usually the white-collar of the company, and the consumers who usually pay attention to image and willing to be more flexible are often educated white-collar workers.

P & G's almost unassailable advertising strategy has brought unstoppable benefits to P & G.

According to the data of relevant state departments, the sales volume of P & G products in mainland China in 1999 exceeded 13 billion yuan, of which four kinds of shampoo, including PANTENE, Head and Shoulders, VS, accounted for more than 60% of the shampoo market share. Tide and blue wave washing powder accounted for 33% of the market share of washing powder, and Shu Fu Jia accounted for 41% of the soap market.

These amazing statistics show that P & G has become the dominant player in China's commodity market.

P & G's advertising strategy is also proud of its popularity. According to the above analysis, P & G has no objection to the top ten best brand advertising strategies.

Coca-Cola: as a foreign brand, and actively integrate Chinese culture, the implementation of advertising localization strategy.

For Coca-Cola, it is hard to say, it is too legendary.

Coca-Cola's top 100 list of the most valuable brands released by BusinessWeek 2001 topped the list of US $72 billion 500 million.

According to the twentieth Century survey, the three most popular words in the world are God, her and her (Coca).

Coca-Cola is also the first foreign enterprise to enter China after reform and opening up. It is also the first to advertise in China.

In 1984, the queen of England visited China, and British television station BBC made a documentary for CCTV.

As a diplomatic etiquette, CCTV has to play, but it has no money to give BBC, so Coca-Cola has to be sponsored.

Coca-Cola put forward a sponsorship condition: add a Coca-Cola advertisement before the documentary play.

This has become the beginning of the new China TV advertising history.

Since then, many companies have written reports asking, "can Coca-Cola do TV ads? Can we do it?"

So the opening of TV advertising was opened.

Aside from Coca-Cola glory, Coca-Cola's advertising strategy is second to none in the world.

Woodruff, the former boss of Coca Cola Co, has a famous saying: "Coca-Cola 99.61% is carbonated, syrup and water.

If there is no advertising, who else will drink it? "

Historically, Coca Cola Co has won a huge share of advertising.

Today, Coca-Cola has more than $600 million a year in advertising worldwide.

The Chinese market is no exception. Coca-Cola has invested tens of millions of dollars in advertising every year in China.

At first, Coca-Cola appeared in the presence of Chinese consumers in an international image. It was moved by the most typical American style and American personality, and the advertisement used was also the Atlanta version of the United States.

Towards the end of the twentieth Century, Coca-Cola realized that it would be a long road to integrate Chinese culture into the Chinese beverage market.

So in 1997, Coca-Cola's advertising marketing strategy changed significantly. Its TV advertisement launched in China was selected for the first time in China. For the first time, it asked the Chinese advertising agency to design the first time to invite Chinese actors to shoot advertisements.

Coca-Cola began to stride forward the strategy of localization of advertising.

The localization strategy of Coca-Cola advertising is first reflected in the combination of its advertising and Chinese culture.

Chinese people like to have fun, especially the Spring Festival, which is the day of family reunion. Coca-Cola's advertisement is a series of 1997 - 2002 Spring Festival New Year Movies.

The Coca-Cola New Year film has chosen typical Chinese scenes, using couplets, puppets, paper-cut and other traditional Chinese art, through the couplets, fireworks and other folk activities, to show the strong local flavor of China.

Coca-Cola also advertised Beijing's success in bidding for the Olympic Games and China's accession to the WTO. Now it also sponsors the Chinese football team, claiming to drink Coca-Cola and share the world cup.

Coca-Cola has become China's local product, and this local image has indeed reached the effect of communicating with Chinese consumers.

Secondly, Coca-Cola actively chooses Chinese new generation idols as spokesmen for the image.

Coca-Cola has always adopted the strategy of indifference market coverage, and its target customers are more extensive.

Recently, Coca-Cola's advertising strategy has focused its audiences on young people. The advertising images are dominated by vibrant and healthy young people.

In 1999, Sherry was first promoted, and the female singer was hot, wild and "younger sister". He won the popularity of a large number of youngsters, and then became the Coca-Cola digital elite mobilization by the new generation idol Nicholas Tse.

In 2001, the popular idol Cecilia Cheung was launched as the spokesperson for Coca-Cola's summer marketing campaign, followed by the diving star, the three Olympic champion winner, the Chinese Diving Queen Fu Mingxia and Coca-Cola, and became the first Advertising Spokesperson for the Sprite brand in China in the new century.

In the TV commercials, Fu Mingxia leaped from the kilometer high plane and landed in the glittering and plucent ice and snow, implying the refreshing and straightforward Sprite.

Coca-Cola's sales in China have increased by 24%, after allegedly promoting the use of Chinese new generation idols.

Coca-Cola is worthy of the world's first brand and has a long-term strategic vision.

In order to remain a dominant position in the Chinese soft drink market for a long time, its advertising strategy can give up the American thinking and actively integrate the Chinese indigenous ideas.

This localization strategy has been welcomed by every Chinese people.

According to the CCTV survey and consulting center, Coca-Cola has ranked first in the market share, the best brand recognition ratio and brand awareness for 7 consecutive years, and now 90% of consumers in China know Coca-Cola.

The localization strategy of Coca-Cola is worth learning from foreign brands who want to enter the Chinese market. For example, the spokesperson of Lihua's soap is often an international female star. Now it insists on hiring Chinese female stars such as Michele Lee, Maggie Cheung and Hsu Chi.

As an example of localization strategy, Coca-Cola is ranked the second best advertising strategy.

Pepsi Cola: implementing flanking tactics in advertising

Pepsi Cola, one of the two giants of the world's beverage industry, has been playing a grand two battle with Coca-Cola for more than 100 years.

Two in the early days of the war of pleasure, that is, before 80s of last century, Pepsi Cola had been running poorly, because its competitive tactics were not brilliant enough, especially the competition of advertising was not effective, so Coca-Cola was far behind.

However, after countless confrontation with Coca-Cola, Pepsi finally defined its position, and launched a flank attack on Coca-Cola with the image of "new generation Cola", which has won the vast market from young people.

Today, the strategic pattern of beverage market share is quietly changing.

Pepsi Cola has its strategic vision.

Because Pepsi Cola formula, color and flavor are similar to Coca-Cola, most consumers can't drink the difference between the two, so Pepsi can't win in quality. The challenge of Pepsi's choice is to implement differentiation in consumer positioning.

Pepsi Cola abandoned the strategy of "full coverage" for men, women and children, and launched a flank attack against the delicious from the young people.

And through advertising, Pepsi seeks to establish its image of "youth, liveliness, and age", and suggests delicious "old, outdated, outdated".

After completing its own position, Pepsi began to study the characteristics of young people.

Careful investigation shows that the most popular thing for young people is cool, and cool expression is unique, fashionable, meaningful and creative.

Pepsi has captured the psychological characteristics of young people who like cool, and has launched a series of advertisements that are considered by young people as the coolest stars.

In the United States, Pepsi Cola hired 5 million pop music superstar Meckel Jackson for advertising in 1994.

This is known as the biggest advertising campaign in history.

Jackson