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Marketing Case Of Sportswear Brand Lotto

2013/9/24 19:16:00 22

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What is strong > Lotto?

despite the fact that Chinese people are quite unfamiliar with the < a href= "http://www.91se91.com/news/index_c.asp" > Lotto < /a >, in fact, whether it is its development history or its influence in the international market, Lotto is a big house in sportswear.

Originated in Italy in Lotto1970, it has been playing an important role in football. Its technological content, brand influence and financial strength are no less than that of other brands in Europe.

90s, Lotto entered the Chinese market, but the so-called entry is only relying on the general agent of the Greater China region, Hongkong Jun Xing Trading Co., Ltd., an agency established throughout the country.

There is no support for advertising promotion. The consumer's knowledge of products only stays in the POP of the terminal outlets and the recommendation of salesmen.

Beginning in 1999, mainland China's "a href=" http://www.91se91.com/news/index_c.asp "sports brand" /a "mushroomed, and the momentum of Lining, Conway and other brands gradually surpassed the trend of foreign brands. If not promoted in a timely manner, Lotto would be thrown out of the competitive runway.

So, in 2000, Hongkong Jun Xing Trading Co., Ltd. started from Guangzhou, began to spread and promote lotto, and wanted to occupy the commanding heights of the market through the entry of Guangzhou, so as to achieve the goal of nationwide promotion.

a sober examination of the market environment

on the popularity and brand image accumulation, Lotto is not worth comparing with other foreign brands that come first.

First of all, look at the two big crocodiles Nike and Adidas.

With its tremendous strength in various sports fields, Nike occupies nearly 37% of the market share in the Guangzhou market. At the same time, Nike's large scale advertising has made its brand influence deeply rooted in the hearts of the people.

Adidas has a market share of over 10% in Guangzhou. Moreover, the a href= "http://www.91se91.com/news/index_c.asp" > Adidas < /a > has enjoyed a high reputation in the minds of the young generation through its comprehensive sponsorship of the Chinese men's football and women's football and the invitation of many sports stars as spokesmen for the image.

Next is the world of domestic brands Lining and Conway. As the base of these brands, the Guangdong market has always had good results.

all the above brands have the following characteristics: first, market stability; in the short term, it is difficult to shake up their perfect market base; secondly, they are well-known; they are almost unknown among young people, and once again, the accumulation of brand assets is substantial. They basically form their own distinct personality.

Lotto's market in mainland China is very difficult.

First of all, Lotto has no strong support from manufacturers in the Chinese market. It is a complete distributor brand.

Advertising promotion is conducive to the direct sales of the agent products, but compared with the manufacturers, the brand faced by the agents is large, and the promotion funds allocated to each brand will be relatively tight. Secondly, the dealer will operate a brand only from the profit point of view, but not from the manufacturer's point of view to consider how to plan and expand the brand in long term. As long as there is a glimmer of error in the operation of the brand, the dealer will reduce the investment for avoiding risks. Furthermore, although Hongkong Star Trading Co., Ltd. chooses Guangzhou as the starting point of the promotion, it does not have the unified brand management and market prediction ability, nor can it use large manpower and material resources to carry out the market research. He is more concerned about the proportion between advertising and investment. Though

The promotion of Lotto brand has raised a high demand for our company's market mastery and strategy application ability.

It is necessary to achieve satisfactory immediate advertising effect, and strictly control costs in the budget, and customers also want to help their brand accumulation, just like having a high level football match in a narrow space.

The situation is not optimistic. Lotto wants to attract the attention of the target group quickly.

we firmly believe that Lotto will move the market, but why?

The difficulty of P is not equal to no chance. This is the test of our ability to use limited resources to promote international brand competence.

After investigating and thinking, we found that there are still many advantages and opportunities to promote lotto.

From the point of view of Lotto itself, first, Lotto is an internationally famous brand with a high starting point.

Second, Lotto has a large number of influential sponsors and spokesmen, such as Piero, Kovacevic and Agassi, who are influential in China.

Third, the design of Lotto products is avant-garde with high technology content.

Fourth, compared with Nike's high price, it has a certain price advantage.

And our advantage lies in our grasp of consumer mindset and behavior consumption mode.

With the combination of the two, Lotto has the reason to impress the market.

the strategy comes from the accurate definition of consumers and the overall grasp of execution.

in the age of homogenization of products, increasing complexity of information and increasingly diversified consumers, the advantages of products do not determine their market, and whether they can be successfully promoted or not depends on the needs of consumers.

For this reason, we conducted a detailed consumer survey of Guangdong area and finalized our promotion strategy.

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< --EndFragment-- > university students as an outstanding group of new human beings, with a keen sense of consumption and realistic, avant-garde and not very stereotyped, the possibility of accepting new brands and converting brands is high. This is particularly evident in the coastal city of Guangzhou, which is an open concept. This is the first point.

Second, most college students pursue personalized consumption. Under the situation of Nike and Adidas flooding the campus, the appearance of Lotto in a dark horse gives people the impression of a unique and avant-garde fashion, which can quickly establish the brand image of Lotto.

Third, the brand for high quality college students, the meaning is far more than identity symbols so simple, they hope that through the brand from my expression, to show the world a distinctive fresh individual.

Fourth, this community is the main consumer group in the next ten years. To seize their hearts is to pave the way for brand promotion in the next ten years.

What are the resources available to us?

first, from the point of view of the product itself, the teams and stars sponsored by Lotto have long been known in the minds of university students. This is a huge and easily ignored brand asset. It is a good way to make a good effort to promote the promotion.

Secondly, as one of China's traditional football strong provinces, Guangdong has always had a strong football atmosphere. The college football in Guangzhou also has a fairly high standard. The campus Football League has always been a beautiful scenery in college students' life, and it is also a stage for college students to express themselves.

Third, the university campus is a place with a large amount of information and a wide range of pmission channels. According to the idea of "media is information and information, namely communication," the university campus can be regarded as a media. It attracts not only the players who participate in the three person soccer game, but also the groups that can be reached by the pulling team, the audience, the teachers, the news media and the students' word of mouth communication.

through a series of layers analysis like bamboo shoots, we finally extracted such a EVENT spread Idea, that is to hold a three person Soccer League sponsored by Lotto in some famous universities in Guangzhou. The promotion is invisible, and the brand promotion is launched by 42 points.

University three person football match /p >

The P three football match is not a new idea. The Pepsi three people basketball tournament every summer represents the fashion, sport, participation, glory and dream, and has penetrated into the hearts of the younger generation.

But after all, such opportunities are very few, and eager to participate is the dream of every young person.

Therefore, according to the understanding of the lifestyle, consumption concept and ability of the major universities in Guangzhou, we finally decided to hold the "three person college football competition" in the most representative universities of Zhongshan University, Jinan University, Guangdong University of Technology and Guangdong University of Foreign Studies.

The group competition was held in four stages. The cycle lasted from mid September to the end of October. As expected, the competition really went on like a raging fire, attracting 192 free combination teams and nearly four students from four universities.

For a time, the fans of the four universities were just like festivals, immersed in the sea of joy.

But the competition is not pure. Our customers agree that our bold idea is to increase sales and brand awareness.

Therefore, in every detail of the competition, we must complete the establishment of Lotto brand and product image.

opening and closing ceremonies: the opening and closing ceremonies are the relative concentration of the target group and the full time to explain the brand concept. Therefore, we invite the representatives of Hongkong headquarters to explain the brand development history and sports spirit as the spokesperson of the Lotto at the opening ceremony, and give the participants a deep impression at the closing ceremony.

prizes: using Lotto to make prizes, not only increases the chance of product exposure, but also directly links products with "outstanding, outstanding and good" image.

It also stimulates the target consumers who have not achieved or failed to participate in the competition.

award-winning question: in each of the 48 games, every intermission will be inserted into the Lotto brand award-winning question and answer, on-site questions, on-site answers, on-site awards, so that the audience will be subtle in the formation of Lotto brand impression and goodwill.

on-site promotions: from September to October, in the course of the "Lotto Cup" college football three person competition, we suggested that manufacturers should seize the opportunity to organize promotional activities in four colleges and universities. A few hundred yuan products can be bought at half the price. Every student shows great enthusiasm and even attracts students from outside the school.

Losing time promotion has even greater influence than the three person football match.

the establishment of the year-round scholarship: in the prizes, besides the Lotto products, we suggest that the clients establish scholarships in the name of Lotto.

Lotto products can affect individuals, but scholarships can set up a spirit of "better, harder and perfect" to influence a group of people.

stereoscopic propaganda fire

the main position of the event is on the university campus. Of course, we must make full use of our publicity articles.

To this end, we focus on the slogan of Lotto, "the trend is only temporary, the classic is eternal". We have designed posters, leaflets and tidal handbooks. The pictures focus on the classic beauty and fashion style of Lotto, and depict the unique taste of college students in detail. In the early stage of activities, they are widely posted and sent to students to understand Lotto and tell them about the upcoming events.

After the opening of the three men's soccer match, Lotto launched a three-dimensional propaganda campaign in four colleges and universities to ensure that the brand information of the event and lotto went deep into every aspect.

Publicity channels include school newspapers, school journals, radio stations, publicity windows and campus distribution.

We also made some requests for publicity contents, such as publicizing the brand information of Lotto on the front cover of the university journals, introducing the relevant situation of Lotto in a certain length of the school newspaper, the regular broadcasting process of the campus broadcasting station, and the slogan of sponsoring the brand.

At that stage, as long as you are in the campus, you can feel the Lotto everywhere.

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< --EndFragment-- > --EndFragment-- is not enough to rely solely on campus for promotion. While sponsoring football matches in Colleges and universities, we always pay attention to the publicity of brand image and publish advertisements and soft promotional articles in a series of mass media.

Such as "Yangcheng Evening News" and "new Express", etc., convey the brand information and event information of Lotto to the new generation of young consumers.

It is far from enough that the advertising benefits brought about by advertising alone.

We also hope that the marketing case will bring greater benefits to us in the dissemination.

The "three member college football match" is a reflection of university life activities, and also occurs in the economically developed Guangzhou. It can fully reflect the mental outlook of Guangzhou college students. This has a call for the whole nation's college students. It is also an economic event for international brands to open up the Chinese market, and it has news readable value.

Therefore, after we firmly captured its news nature, we took the initiative to win the free information release of the media.

For a while, newspapers and magazines, such as the golden age, boys and girls, new express, took the initiative to publish news and interviews, and caused extensive discussion in target consumer groups to achieve double dissemination effect.

Although we are organizing activities in Guangzhou, students from Guangxi, Sichuan, Hunan, Hubei and Shandong also have feedback information and specifically ask where they can buy Lotto clothing.

has inspiring results, but also has a deplorable sigh, /p >

After P activity, we found that the effect of EVENT promotion is undoubtedly exciting.

First of all, four college students have devoted great enthusiasm and concern to the three person football match.

According to the post hoc survey, more than 95% of the average students were concerned about the competition.

Secondly, activity information and lotto brand have gained an in-depth understanding of college students.

The popularity and understanding of Lotto brand increased from 41% to 84% after the event. Among them, Zhongshan University had 67%, Jinan University had 65%, Guangdong University of Technology had 70%, and 71% students from Guangdong University of Foreign Studies got the knowledge through the three person soccer match.

Third, through this activity, an average of more than 85% of college students expressed the intention of buying Lotto sportswear in the future.

A brand consumer group with huge growth space is quietly forming, and all of this is achieved under the tight advertising budget of our customers.

Guangzhou's top international and domestic sports apparel brands may not yet understand that a powerful intruder has entered their struggling position.

however, when the end of the event, it is unknown whether the strategic pfer of dealers or the planned adjustment of Lotto's manufacturers, and the historical mission of Lotto seems to have ended overnight. There are still customers who can't find any franchised stores, but some people still don't know what Lotto is. In the 9-10 month, efforts like dragonflies are like water, though they left a bit of waves and left some topics, but eventually they ended.

This is the last thing we want to see among our brand communicators, but the market and reality are so merciless.

when we look back on this arduous way of creativity, despite exploration and regrets, the sensational advertising effect and the promotion of brand image from 0 to 84% give us the greatest gratification.

When China is about to join WTO, there will be more and more international brands pouring into the Chinese market. Many of them will face the situation of Lotto at that time. In the changing market, we have reason to believe that we can do better as long as we think carefully to study, really care for the needs of the customers, and pay attention to the actual results while pursuing the creativity.