Whether Chain Expansion Depends On The Perfection Of Internal System

Beijing Zhu Rongzhang

1. Positioning with the characteristics of quasi products.

Ham produced by Lipton ham processing factory is excellent in terms of meat quality and taste. The product has been on the market for a long time, and its response has been very dull. Faced with this situation, the director was anxious: "what should I do?" He wandered back and forth in the factory: "what's wrong with it?" Just thinking, he went to the place where the pig was slaughtered, and suddenly he had a brainwave. He invited a man who was good at drawing and drew a noticeable advertisement cartoon according to his request.

This advertisement is very special. It's a fat pig. It's crying like an innocent child. It's like a poor orphan. My parents, my sisters and all my relatives have been sent to the Lipton factory to make ham. The comics were beautifully printed in the factory's mouth and later distributed to supermarkets and food stores. In less than three weeks, the orphan of Lipton has been popular, and the business of the ham processing plant has changed from cold to fire.

Through the advertising planning effect of the two products of the above two enterprises, it shows a truth that the location of product features should be accurate, otherwise, a good product will also be destroyed in the inaccurate advertising location. Of course, advertising combines the characteristics of product brand with the interests of consumers closely, and it will also receive good advertising results. The interests of consumers can be divided into two categories: political interests and economic interests. To seize the two main categories, even if we win the hearts of the public, Mr. Niu Gensheng, head of Mengniu Group, once said frankly, "marketing is the heart of the business". He said: "the real marketing war is not product warfare, but mental accomplishment. The key to the success of marketing competition lies not in the visible market, but in the invisible consumer mind. In July 6, 2005, when Niu Gensheng was visiting Sina's "President online", he said: Mengniu has been adopting such a way in terms of publicity, advertising, and consumer problems, and resonates with society. That is, how to put the focus of communication between consumers and consumers on the events that consumers and society are concerned about, and try to connect the concerns of consumers with our business as much as possible. This is what we Mengniu has been holding for 6 years. The resonance between Niu Gensheng and society is actually "event marketing" in marketing. The so-called "event marketing" means to plan, organize, hold and utilize news value activities in a planned way through social events and news potentials, and to arouse public interest and attention by creating events with "hot news effects", so as to enhance the visibility of enterprises, shape the good image of enterprises, and ultimately promote the sale of products and services. For example, in the 2004 Athens Olympic Games, all the competitors' products, food, including the regular things were Mengniu. Add their slogan: "drink more milk at ordinary times and compete more exciting". It is easy for people to associate milk with "health" and "competition". For example, in April 2006, when Premier Wen Jiabao inspected the dairy industry in Chongqing, he left such a deep emotional message: "I have a dream that every Chinese, first of all, children will drink a pound of milk every day." This statement reflects the sincere concern of the premier of a great power to the health of the whole nation, and hopes that the Chinese people's drinking habits will be popularized, so that people can drink more milk, increase nutrition and strengthen their health. The prime minister raised his breath, and Mengniu immediately launched a campaign of public welfare in this political marketing campaign, giving an inspiring advertisement: "one kilogram of milk a day, strong Chinese". Public welfare activities are the first stop of Mengniu's "500 years of primary school free milk delivery" in Jinggangshan, Jiangxi. As of April 2007, tens of thousands of pupils in more than 20 provinces, municipalities and autonomous regions have benefited from donations from Mengniu. They can drink a package of sweet and nutritious Mongolian cow milk every day. In June 6, 2007, Mengniu joined hands with China Dairy Association, Microsoft, Lenovo and other well-known units and enterprises at home and abroad to launch the "China milk love movement". In 2006, it gave free milk to 500 primary schools for one year, and then reelected 500 poor primary schools for a one year free donation, so that the total number of primary schools benefiting from love milk reached 1000. It is "the heart for the heart, and the Loess for gold". Mengniu is so "marketing people's heart". The heart of millions of consumers is not a hard one, but it will surely give a substantial return to Mengniu. My daughter is always a picky girl. She often sees Mengniu giving her love. She also gives up other brands of milk and chooses Mengniu. According to her words, "Mengniu is good at heart, and the product is not wrong."

Two. Location of products.

This kind of positioning method is based on the classification of products. This method often receives unexpected results.

Originally, "Oriental magic water" Jianlibao has an advertisement which is very classic. They consider that it is difficult to surpass Coca-Cola and Pepsi in carbonated drinks, and Orangeate has come to the fore in fruit juice drinks. Besides, Jianlibao does not want to be a follower. At the same time, in the homogenized market, the introduction of new categories, the establishment of product segmentation is always the best way to surpass competitors. Therefore, they independently opened up 10% new products with low concentration. The first one put forward the concept of "fruit steam", and in the market promotion of fruit gasoline, they advertised: "fresh fruit juice and soft drink". This new beverage was called "third generation juice" by some beverage experts at that time. Because of the distinctive character of the product, plus the alternative, it can make drinkers feel the stimulation of carbonated drinks and enjoy the original taste of fresh fruit juice while giving the body plenty of vitamins. Focusing on the excellent quality of Jianlibao carbonated beverage, and combining the development trend of the domestic beverage market at that time and the mixture formed by the popularity of the world beverage, the selling point of black packaging is also very prominent. Therefore, when the product is listed, it won the popularity of the young consumers, and its products are selling well.

Three, combining price and quality.

This method is based on some consumers' cognition that they become a customary sequence location. For example, good quality and high price goods are regarded as high quality, moderate and practical quality. Like the cosmetics industry, Dabao's advertisement is very classic. One sentence "cheap price is enough" does not know how many civilians have been dumped.

In 2006, Mengniu Group launched the high-end milk "Deluxe" with independent intellectual property rights, which added a new luster to Mengniu's "world bull" image. In an interview with Oriental Morning Post, Niu Gensheng said: "Deluxe is Mongolian, and translation into Chinese means" gold medal ". Deluxe milk is a high quality milk source in Helingeer, China's dairy capital core area. It has the most modern dairy farming base in China, Mengniu a'ya international ranch, and Mengniu's global model factory. "Gold medal" represents a high quality. Because some consumers had a low price for Mengniu before, so in the positioning of deluxe, Mengniu gave up the strategy of driving the sub brand with the overall brand of the enterprise in the past, but let the brand of Deluxe independent of Mengniu, so that it consciously weakened the brand image of Mengniu's past low price and strengthened the brand of Deluxe. Moreover, Deluxe is always in the more prominent position on the sales terminals, that is, the beautiful gift boxes are sold separately for the whole box, rather than scattered like other varieties of milk. Powerfully highlighted the status of Deluxe's "trump card" milk. Of course, Mengniu's Deluxe milk sits firmly on the throne of "trump card milk", and its credit is also the first thing to do in their provocative advertising slogan: "mention Shenzhen, you will think of tall buildings and high technology. When you mention Inner Mongolia, you will naturally get into the blue sky, white clouds, grasslands, shepherds, and the drunken smell of milk floating in the distant years..." It's your fault that thousands of miles come here. It's your fault. If we don't buy it, it's our fault. Good milk will naturally speak. " This slogan provides people with broad imagination about grassland. At the same time, through free tasting, the charm of experiential marketing is not only fully displayed. Mengniu milk is spread by shops and shops. Supermarkets and Shenzhen have green lights. This advertisement contains a strong sense of "provocation". It seems that the most aggressive ads are just right, and they will be given price and quality positioning.

Four, positioning with commodity users.

This is a positioning method that combines goods and users, so that consumers can see at a glance that this commodity is not suitable for their own use.

Such as the face of a face cream advertising techniques, its facial cleanser is located: doctors, artists, movie stars, celebrities and so on. There are also men and women, old and young, and time positioning, such as Mengniu milk, "breakfast milk" and "night milk", special milk for infants and young children, milk for students, special milk for ladies, special milk for middle-aged and elderly, special milk for sub healthy people, white collar milk and athletes' special milk. One aspect of its advertising purpose is that users are people in this field. On the other hand, it reminds people who do not use the product. Another example is the advertising language of business communication. It can be regarded as an absolute: "mobile phones, pagers, and business connections can not be small." Pu Cunxin represents the image of successful people. It can be said that this kind of advertising is mainly for these people.

Five, positioning with the purpose of use

This combination of brand positioning and product use is also an advertisement.

People are not strangers to the "white plus black cold medicine". Before the advent of "white and black", it can be said that the cold medicine in the market is overwhelming. But the white and black cold producers have produced a wonderful and unusual way. It is because many cold medicines are drowsy after taking them. When you have to work, they will affect the state. But "white plus black" can solve this problem very well. They put the sedative "sleepy Er Min" in the cold medicine in the black piece. With the popularity of TV commercials, "white plus black" is not only well-known, but also popular among consumers.

Six, positioning with cultural symbols.

That is, the combination of a cultural quality and the quality of this product.

This advertising positioning method can make products last for a century, even for thousands of years. People all know that "long time wine, trickle down love", that is the advertising word of Tuopai Liquor, giving people a kind of leisurely wine culture intoxication, and the bottom of my heart is rising with gratitude to the Tuopai people. It is really "a wine culture, feeling at more than 3". Tuopai Liquor is such a way of "Xinghuacun" and "Du Kang" both at home and abroad. These are all borrowed from the charm of ancient poetry and add glory to themselves.

Seven, positioning by competing objects

That is to say, the same product positioning of competing objects is closely followed by the other half.