Wang Laoji'S Brand Is On Fire.

"Afraid of getting angry and drinking Wang Lao Ji"

Since Wang Laoji's promotion in 2003, whether it is the function of red cans or fire reduction, and the marketing performance of all the fires, are closely linked with "fire". However, water and fire are merciless. When a spark hits a prairie fire, the brand will enter a pitional period and a development period. If it does not pform in time, it will easily lead to fire, the sales volume of the market can not be expanded, and the brand image can not be improved.

"Afraid of getting angry, drinking Wang Laoji" has evolved into "Wang Laoji is equal to getting angry."

How can the Wang Laoji brand of "Shang Huo" go farther and burn longer?

Prevention of fire is not equal to Wang Laoji.

Positioning is a double-edged sword, which may hurt or hurt.

Trout's positioning is the foreign theory of marketing. When people learn and apply it, they become "blooming flowers" and blurred.

In essence, positioning is to find its own market barriers and interests in the homogenization of competition. It is a sharp sword to cut into the market when it enters the market, so as to tear the gap of the market.

The sharp sword is very narrow because it is sharp, so when the gap is torn open, it will start to race. It can not be positioned like this all the time, otherwise it will cut itself with a double-edged sword.

"Anti fire" is Wang Laoji's product positioning, not its brand positioning, it is a link of marketing strategy, not the endorsement of brand connotation.

Product positioning is mainly based on product functions and interests, which can not only meet market demand, but also compete with competing products. It is a product's material attribute level and a short-term marketing strategy when entering the market.

Brand image is built on the basis of product image. Brand is an emotional communication with consumers, but the function can not carry the brand.

Wang Laoji's "anti fire" drink has won the first pot of gold for Wang Laoji's brand. This undoubtedly laid a good foundation. But if we regard this as the whole connotation of the brand, the thin function and the aging image will not only lead to unnecessary waste of resources, but also the brand will go down quickly.

Why? First, when the brand is functionalized, it will be too narrow to expand the market capacity.

The brand image will be easy to be ignored by the consumers, and it is easy for consumers to turn a blind eye to it. Wang laowi is fighting against the fire. That is the case. There is a phenomenon of big horse drawn cars. The brand resources that have been accumulated for a long time are wasted meaninglessly. Third, "anti fire" represents only a function, the opponent can easily follow up, and can not build up a brand barrier in competition, which is undoubtedly fatal to the fast moving products. Fourth, if consumers can not establish emotional resonance, "preventing the fire is" is a material demand of the consumers. It can not produce brand associations, and can not produce brand associations, nor can it reflect the brand personality. Even at the functional level, the extension of the brand will be difficult, and the general needs of consumers are emotional. Second, functional positioning.

For example, Red Bull turned from the functional appeal of "sleepy and tired Red Bull" to the emotional appeal of "my energy, my dream" and "who can stop you", and added brand value through brand association and personality.

The development of brands is divided into three levels, the first is the material level, the second is the spiritual level, and the third is the cultural level.

The material level is the direct benefit of product function to consumers, such as the pursuit of fire, the relief of fatigue and the tiredness. The spiritual level is the consumer interest that the brand brings to the consumer, that is, what I mean by this brand to me, representing fashion, representing vitality, representing taste, representing strength, and so on; at the cultural level, the general product can only be seen in the right place and can not be reached.

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Such brands are mostly world-famous brands. After years of accumulation and concentration, people's consumption habits have been formed, which has been derived into a culture and become the common demand of most people. For example, Coca-Cola is optimistic, Pepsi Cola conveys its youthful vitality, and Marlboro interprets masculinity, which corresponds to a consumption culture.

Wang Laoji must complete the leap from the first stage, namely the product material level to the second stage, that is, the brand emotional level.

Only in this way can we establish the core value of the brand and quickly enhance the brand image.

Wang Laoji brand to achieve 3 jump

What exactly does Wang Laoji brand mean? No fire prevention. Herbal tea is certainly not acceptable.

Because herbal tea is a regional market concept, nationwide promotion requires great educational cost. Each region has different ways and habits to eliminate heat and heat, and it can replace it very well.

For consumers, only caters to the market will not lead to rebellion. It is a kind of capital behavior and an irrational marketing behavior to break the market with money.

Wang Laoji's brand planning should take 3 steps.

First jump: popularity consolidation period

People open oars to support big ships, single products drive many products, mother brands drive sub categories, satisfy consumers' psychology of novelty seeking and change, and avoid aging of brand image.

By developing its health products, the concept of brand health can be expanded.

Following the consumer's imprint of Wang Laoji's brand, he constantly guides deep digging.

Wang Laoji's entry into the market is based on function. Therefore, a series of health products can be developed, such as nourishing skin, improving intelligence, improving immunity and anti-aging.

But we should pay attention to several points. First, we can only prevent the disease from entering the field of treatment.

Functional food is far worse than drugs. When the value is too high in the current period, the disappointment of consumers will be greater, which will be very unfavorable to the long-term development of the brand.

For example, a slim lady drink is positioned on weight loss, but for a beverage, such a powerful effect can not be sustained.

When a lot of weight loss drugs are helpless for fat women, slim ladies can only make their sales more slender. Two, the launch of category should be more urgent, and gradually consolidate and gradually deepen. Brand impression needs to be developed step by step.

To do so, first, we can do the market test, and the two is to avoid excessive funds and affect the marketing of the main products, and the three is to avoid the confusion of brand image.

Wang Laoji's many sub categories not only save the cost of brand communication, but also satisfy the psychology of consumers seeking novelty and change. The increase of exposure can also consolidate the impression of brand in the minds of consumers.

Second jump: reputation cultivation period

Through the integration of sub brands, we can satisfy consumers' psychology of "showing similarities and differences", making fashion rather than fashion.

Fashion is always a flash in the pan. The most fashionable demand is the young people. These people have a very weak sense of health. They are not the real target group.

Therefore, through the way of emotional communication to guide a consumption habit, let Wang Laoji become a popular phenomenon. At this stage, Wang Laoji represents a sense of consumption, a way of life and an emotional recognition.

For example, the three small pieces of wedding banquet now make the brand impression expand from the regional to the national concept.

"Shi Tong" represents consumers and many people enjoying the healthy lifestyle brought by Wang Laoji on the same level. "Showing difference" represents consumers at the forefront of popularity, and is different from the general consumption patterns and levels, so that Wang Laoji can fully reflect the personality of the brand and let consumers have brand association.

Third jump: loyalty promotion period

When the brand is mature enough, it should go to the feeling. This is a process of retreat. We should strive for consumers' overall recognition of brand value.

This stage fully communicates emotionally, so that the meaning of "auspicious and healthy" of Wang Laoji is rooted in the hearts of the people, and thematic promotion is carried out according to various social hot spots, thus gradually advancing towards a culture with the passage of time.

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4 principles of Wang Laoji's brand promotion

At the beginning of Wang Laoji's listing, it belonged to functional food, but functional food was often easy to become a short term product.

Therefore, in the brand planning of Wang Lao Ji, it is gradually weakening its functionality, expanding its concept of health, and further extending its auspicious concept in emotional sense.

Therefore, brand promotion must be carried out closely around the core value of the brand.

First, the concept of brand runs through.

Wang Laoji brand represents health and auspiciousness, and should be consistently worn in all stages of brand promotion.

Using the symbolic LOGO, the representative advertisement language, the comprehensive conformity drives all categories, achieves the function, the brand two error aims.

For example, "healthy auspicious Wang Laoji" and "Health Factory Wang Laoji".

Two, the concept of brand can not be popularized.

Communication performance is a means to achieve brand building, and must be centered around brand strategy planning.

Situational consumption refers to the demand expressed when consumers have symptoms of the situation.

Sleepy, tired, think of drinking red bull, appear to be angry to think of drinking Wang Laoji, this is very easy to let consumers qualitative Wang Laoji is equal to prevent excessive anger, self body good crowd will be away from the brand, is not conducive to the growth of sales volume, also not convenient for brand promotion.

From the point of view of products, when entering the market, they can seize the mental space of consumers, and quickly lock in the target audience. But from the brand perspective, it is undoubtedly a set of chains for them, and there is no room to stretch their hands and feet.

Therefore, when promoting the promotion of single category, some scenarios can be persuaded, but the brand must not be restricted.

In addition, regardless of promotion means or communication performance, we should innovate as far as possible about the brand strategy. We must not be stereotyped, nor be able to cloud the cloud. Otherwise, we will waste money and delay the fighter.

Three, surge brand promotion

In different periods of brand promotion, the emphasis of promotion will vary with different purposes.

The early stage is mainly to expand the concept of brand health, functional appeal is relatively more, still belongs to the material level of the brand; the middle term is to establish emotional communication with consumers, each half of the function and brand, which belongs to the emotional level of the brand; the latter is to communicate with consumers completely, with a view to resonate, which is the cultural level of the brand.

Therefore, the brand promotion of waves and waves will not only break away from the essence of marketing, but also make the unbranded brand communication, and gradually build up the brand building of Wang Lao Ji.

Four, thematic brand promotion

According to the personality characteristics of the brand, combined with the hot events in the society, it is mainly in the middle and later stages of brand promotion to do the large-scale promotion of the theme immediately.

In the early stage of brand promotion, we can increase the media's benign exposure by making fry businesses and frying company leaders, creating events and pulling 42 kilograms.

It is doubtless premature for Wang Laoji to shoot a TV play for cultural dissemination.

Good allocation of funds and resources and promotion according to established brand strategy can achieve twice the result with half the effort.