Pigeon'S "Very" Marketing Tool

The first impression of children's care products is Johnson. Indeed, Johnson is the first market share in the market.

But in the past two years, another child care brand, Pigeon, is catching up with Johnson.

In supermarkets and hypermarkets, Johnson often has a unique situation, but in women's and infant shops,

Pigeon entered China in 1998

Why is such a low-key brand, an expensive brand, the market is growing so fast that it deserves our local child care companies to study well.

Integrating Pigeon's performance in various aspects, the author summarizes some successful elements of Pigeon brand here.

High-end positioning, exclusive blue ocean

Johnson is a very successful brand of child care. We all regard Johnson as an imitation. Therefore, it has fallen into a trap set by Johnson, that is, the low price trap.

Because Johnson's product price positioning is relatively low, local children care products have been subject to Johnson, can not break through.

However, Pigeon is one of the main reasons why it has lived in the future. One of the reasons is that it sticks to its own position and walks along different paths with Johnson. In the high-end field, it avoids the killing of many similar brands and enjoys a single blue ocean.

At present, Pigeon's products are two to three times higher than the general products. In the past few years, this price range still shows no advantage. But in recent two years, because of the constant quality crisis in the children's field, we are more cautious about the choice of children's products. Therefore, Pigeon has been developing against the trend and is developing rapidly. Of course, the main reason is its quality and reputation, which has played a role in many years.

Of course, there is a direct relationship between price and R & D. Maternal and infant products need to invest a lot of money in raw materials, and profits are not as high as other areas of cosmetics.

Many children's care products are too low and the profit is not guaranteed. Therefore, we can not invest too much capital in research and development, which in turn restricts the quality of products.

And Pigeon's high price sales ensure profits for the enterprises, thereby strengthening product innovation and research and development.

Niche channels, focusing on breakthroughs

Pigeon's sales channels are different from Johnson's. he focuses on the development of mother and infant stores, which, of course, has a certain relationship with Pigeon's product category.

In addition to child care products, Pigeon covers almost all the products of infants and young children, such as nipples, bottles, clothes and so on. Moreover, Pigeon has even walked ahead of Johnson in some categories, such as hip cream.

As the retail price of products is relatively high, after entering the Chinese market, Pigeon implemented a strategy of focusing on breakthroughs, with coastal main cities as sales centers to ensure that products and market demands are not disconnected.

Just think about it. If Pigeon enters the market, it will fight high and attack all sides. The cost is high and the result is low.

Another thing to note is that Pigeon rarely plays TV commercials, rarely plays outdoor advertisements, and even some advertisements for baby magazines are organized by joint activities.

Where is Pigeon's advertising campaign? It's in hospitals.

If you pay attention, you must have seen the advertisement of Pigeon in the waiting room of the hospital, and there are quite a lot of frequencies.

Although this communication channel is very small, the consumer group is very accurate. It can be said that the effective audience is no less than the effect of Johnson in CCTV. However, the cost of its pmission may only be 1% of Johnson's.

For infants and baby products, the hospital is a good channel, but, because of the small crowd, almost all neglected by the manufacturers, but Pigeon is unique, from the small public channel to find the big market, moisten things without sound, so that many young parents remember the Pigeon brand from pregnant women.

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Free trial of online marketing

On the choice of marketing, Pigeon seems to be silent, but it often hits the target with the lowest advertising input to get the biggest communication effect.

Pigeon has always regarded Internet marketing as an important part of promotion. However, it does not put online advertising into effect, but rather creates a word of mouth effect through interaction with netizens. The most typical example is its free online application.

Online free application trial, this method, many large brands of cosmetics have been operated, such as L'OREAL, Lancome, OLAY, etc., once a new product comes out, will be free online for consumers to apply for trial, through experience, to establish consumer awareness of products.

But in this way, only Pigeon has been insisting on this in the child care market.

On many parenting websites, where young mothers gather, Pigeon has the opportunity to launch free trial applications, and then create a good reputation in consumer groups through consumer reviews.

This move is actually quite practical, because the manufacturers say that the product is so good that everyone thinks he is blowing his own trumpet. However, after the oral communication by other consumers, people's interest and reassurance on products are greatly increased, thus promoting the sales of products.

Field activities, expression of concern

In addition to the sales of goods, another important action of Pigeon in China is to set up a new service of child care support. It can enhance the brand image and promote the sales of products by giving full play to the synergy of the whole enterprise.

In August 2006, Shanghai Pigeon children Information Consulting Co., Ltd. was established as a full-time parenting specialist team, focusing on parenting support. It is responsible for childcare consultation, maternal and infant lectures, parent-child activities, and marketing promotion with Pigeon.

Pigeon's field activities are frequent, often organize some mothers to carry out activities, guide them free, spread some child care knowledge, answer some of their perplexity problems, and promote the development of brand by emotion.

On Mother's day in 2010, Pigeon organized 420 groups of mothers to participate in a happy mother's concert at Pigeon's Pangu hotel in Pigeon and maternal and child health.

For mothers who are expecting babies, this is also their first mother's day. It is a day full of remembrance.

It is worth mentioning that at the concert site, the expectant fathers wrote the blessing words to the baby and the expectant mother on the Pigeon special postcard.

These postcards will be sent out one after the birth of the baby.

I believe that mothers will be very moved after receiving this handwritten warmth, and of course they will become loyal fans of Pigeon brand.

Of course, there are many marketing methods for Pigeon.

Through the above marketing methods, we can see that local children's care products have been using conventional methods to skin blood flow in traditional channels for many years, which is unwise.

At the same time, we can also feel deeply that the potential of children's care products is very large. If we are good at innovation, we will definitely be able to go out more new ways.