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Marketing Differences Of Unified Lubricants

2010/6/28 17:18:00 89

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To achieve success in the homogenization of products, it is crucial to innovate and form differences in marketing.

With more lubrication and less friction, it became popular.

Unified lubricating oil

In the advertisement bidding of CCTV gold resources in 2006, it won a total bid of 109 million 840 thousand yuan, accounting for 2.5% to 3.5% of the projected sales, a slight decrease compared with the 4% this year, but the absolute amount of advertising investment has increased considerably over last year.

From such a set of data, we can see that although the absolute amount of investment in unified lube oil advertising has increased, the proportion of sales volume has dropped.

Li Jia, general manager of unified lubricating oil, reviewed 2005 after the end of the bid

Advertising effectiveness

An increase of 47% in sales compared with last year! Remember that in 2003, the sales volume of "more lubrication and less friction" was increased by 90% compared with the same period last year. The number of dealers nationwide increased by 37% over the same period, the blind spot market decreased by 18% compared with the same period last year, and the growth of high-end products increased by 150%. In addition, the other two big enterprises, including Kunlun and the Great Wall, participated in the advertising competition in the lube oil market.

Since then, the taste of sweetness has been increasing year by year, and the advertising investment has been increasing year by year, and the use of different advertising and communication strategies to rapidly pull the market - the sales center for special car pushing lubricants: Sinopec's the Great Wall lubricating oil has unique advantages in the high-tech fields such as aviation, aerospace and navigation; PetroChina Kunlun lubricating oil is second to none in the field of industrial lubricants; unified lubricants as a rising star, clear their advantages, and become different from their competitors, only concentrate on the market of "vehicle lubricants", and gradually introduce SUV special lubricants, special lubricants, special lubricants, truck lubricants, bus lubricants, antifreeze and so on.

Difference: CCTV tree image, regional TV push products.

From Li Jia's annual increase in advertising investment, we can see that his feelings for CCTV are still very heavy.

He said frankly: "in establishing brand image and enterprise status, CCTV has the authority function of provincial satellite TV and other local stations."

By putting advertisements on CCTV, the high-end positioning of enterprise products has been established uniformly. After two years of operation, the proportion of unified low-end products has dropped from 40% to 5%.

Regional brand

There are still irreplaceable advantages in developing the national market.

But CCTV's advertisement, Fei Taigui, is also hard to make the products of the enterprises have a deep understanding of consumers. Therefore, the focus of advertising at provincial non satellite TV channels and city stations needs to be mainly based on products.

In the positioning of advertising communication, they operate around the brand positioning of "automotive lubricants expert". They used "motorcycle specific lubricants" in CCTV, and "absolute vehicle lubricants" in Phoenix Satellite TV.

There are also different considerations in the selection of regional TV stations for broadcasting advertisements: choosing the nine provinces in the north to carry out the commercials, and the advertising films are relatively long. It mainly introduces the knowledge and product functions of the car maintenance, and the provincial TV stations have brought higher benefits in the cost and time of advertising, which is an excellent supplement to CCTV advertising.

For example, in winter, the advertisements in the northeast and northwest TV stations supplement relevant marketable products, such as antifreeze, which will enable consumers to better understand the characteristics of products and the knowledge of vehicle maintenance.

For example, in order to promote unified high-end products, not only in the CCTV to do enough advertising, but also choose Phoenix Satellite TV to attack the high-end market in the south. In the Guangdong market, consumers prefer watching Cantonese TV programs, especially Phoenix TV and jade platform.

In the aspect of communication media, we should build a combination of "soft and hard" strategy.

Television advertising is a hard advertisement, and the information pmitted is limited and easy to disappear. In order to make up for its shortcomings, a unified combination of other media (such as Yi Bao Bao, posters, magazine advertisements, soft articles, promotional items, etc.) is adopted to carry out soft propaganda and promote new products.