tory Wong Lo Kat rise of the three major marketing

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Wong Lo Kat rise of the three major marketing campaign at 08:16 on September 22, 2008 Source:
a regional market existed for a hundred years old brand, in a short period of time within 5 years rise, the rapid growth of national influence on beverage sales champion, and won a good social reputation, what is unknown which marketing practice? What kind of growth they have a secret? Wong Lo Kat combing history, we note that there are three major marketing campaign determines the rise of the brand. Capture these three marketing cases, not only can let us know the rise of Wong Lo Kat password, you can learn online marketing, brand positioning, product marketing, extension and other cutting-edge thinking of the reality of practice.
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If you are good at seizing opportunities, and used properly, the disaster can be turned into marketing opportunities.
said this seems a little insensitive, and obviously, the disaster as an opportunity, it is easy to accidentally provoke criticism, not a loss to grasp the chicken rice, labeled But in fact, the reason is the master of masters, lies on the
I'm here to talk about is charity in the Sichuan earthquake relief efforts in the outstanding performance of the operation side of Wong Lo Kat brand: JDB Group (hereinafter referred to JDB).
in the May 18 earthquake in Sichuan, China Central Television, held for the relief party,jordan boxing 北京方言小两口对骂, JDB up to 1 million donated money, so this was originally unknown company
If in the event of a disaster is to donate a huge sense of responsibility, some companies are owed and can be thought of marketing initiatives, then the next operation, I am afraid it can not operate a common enterprise.
JDB unexpectedly in order to contribute large sums of money moved to the social psychology of the public the next day late, a well-known Internet forum China there is a clamor to disappear from the shelves in China! Shut it! . The title of this compelling and outdated enough to attract the eye, and stirred by JDB act has touched the public's anger.
but open post look, the poster is deliberately sensational, he referred to Are then produced a strong contrast against that stimulated numerous public message thread, million
few days later, the Internet and even appeared in Wong Lo Kat in some places sell out of stock of the rumors.
a surprising amount of discussion on the network, reproduced and traffic, so that this incident has aroused the attention of many traditional media and follow-up reports.
Many people believe that
natural disaster,tory burch keychain wallet, people look forward to during the The JDB's performance in relief, natural as it has won a wide range of social respect.
However, gradually there is some doubt that Wang Ji and the JDB to bring the reputation of the Sonia
a network called the Internet marketing sector, said one of her friends to participate in the operation of the incident. She said: . greater than the amount invested months. In his view, precisely because there had the resources and experience, JDB contributions to the critical moment after the fast and efficient conduct of online marketing. classic case. Sonia from the perspective of network marketing expressed its She said in the blog:
Sonia said, because the relevant companies and JDB signed a confidentiality agreement, it is difficult to informed outsiders specific inside information. However, she mentioned some details can be tracked, a lot of forums on different sites frequently praise thread JDB and the IP address of Wong Lo Kat registration.
JDB but close to Guangzhou, a management consulting firm, the boss is skeptical. He believes that post through the network behavior of the brand marketing companies do not meet the JDB temperament, in particular, He speculated on or after the release of post part of the thread may be JDB employee's personal behavior, and the consequent social repercussions can not expect these employees to advance.
whether it is Because, after all, 100 million yuan donation JDB has shown a high degree of social responsibility. Social recognition in such a good atmosphere, no one will do damage to corporate image thing, not to mention even really
no matter what,shoes asics, and network communication so that Wanglaoji JDB has won more public recognition. Wong Lo Kat herbal tea if only a beverage brand before, so now the brand has received numerous corporate dream of social reputation.
repositioning: Let Wang Lao Ji Xinsheng
JDB fact, CCTV relief party brought about 100 million yuan donation reputation, but the brand and JDB Wong Lo Kat's harvest, is the most important market for business sales.
the first quarter of this year, the National Bureau of Statistics, the China Industrial Information Release Center released data show that Wong Lo Kat has become the Other data show that sales of Wong Lo Kat in 2007 reached 80 billion yuan. Wong Lo Kat
canned great influence, and even made it with the mythical achievements in science and technology of Google (Google) linked together. JDB
this is after years of silently Wanglaoji the
Wanglaoji rise, just as suddenly shining star in the night sky.
beginning in 2005, Language has become a household name, is obvious mantra.
Wanglaoji Who are they? Guangdong people are aware, this is a herbal tea brand, is said to founding the Qing Dynasty, dating back over 175 years, is recognized as the ancestor of herbal tea, the
20 century and the early '50s, due to various reasons, Wong Lo Kat herbal tea is divided into two: a complete transformation of public ownership, the development of today's Wanglaoji Pharmaceutical Company (Guangzhou Pharmaceutical before 2004); another by the Wang's family descendants to Hong Kong. In mainland China, the brand owned by Wong Lo Kat Wanglaoji Pharmaceutical Company; in many countries outside the Mainland of China and the region, descendants of Wong Lo Kat registered Wang brand.
1995, the Hong Kong company JDB factory in Dongguan, Guangdong, the Guangzhou Pharmaceutical franchise in mainland China production, management canned Wong Lo Kat herbal tea (food size).
2003 years ago, the surface, the red cans Wong Lo Kat (short red tank Wang Lao Ji) is a living a very good regional brand - in Guangdong, southern Zhejiang and stable sales, a relatively fixed consumer base, good profitability sales for several years remained at 1 million yuan.
but the development of this point, JDB Management found that companies want to expand, to the country, we must solve a series of questions, and even some of the advantages of the original has become an obstacle to troubled businesses continue to grow.
and all the problems, the core of the problem is: the red tank Wong Lo Kat is supposed to be the
as Guangdong, southern Zhejiang consumers of red cans of the product of cognitive confusion Wong Lo Kat. Wong Lo Kat herbal tea it has the ancestor of the brand, but a long face with a drink - tin cans, so that consumers feel that it is , two regions south of Zhejiang, as in many parts of China, people do not have the concept of herbal tea. This led to JDB
products in the promotion of the concept of fuzzy, because if
the real problem, and finally get a breakthrough in 2003.
breakthrough opportunity is accidental. The end of 2002, JDB found a marketing consultant, wanted to shoot a red tank Wanglaoji commercials to drive sales. But this house marketing consultancy study found that sales of red cans Wong Lo Kat problem is not through advertising spots can be resolved, it must first solve the problem is the brand positioning. As ad guru David? Ogilvy said: the effect of an advertising campaign depends more on the positioning of your product, rather than how to write advertising (creative).
JDB decided to suspend advertising spots, marketing consultancy commissioned this red tank Wong Lo Kat for brand positioning.
2003 At the beginning of Wong Lo Kat released a new brand positioning: a clear red tank Wong Lo Kat in the Wong Lo Kat cans can prevent the red lit, so that consumers can enjoy worry-free life: to eat fried, spicy food,一个很准的心理测试, barbecue, night watch football ... ...
Wanglaoji such a position as the benefits are obvious :
First, there is help out the red cans of Wong Lo Kat in Guangdong, south of Zhejiang. because remove the obstacles to the country.
Second, to avoid direct competition with domestic and international beverage giant to form a unique segment.
Third, the success of their products into the advantages and disadvantages. light in the beverage is no longer sold Smell taste disorder, and successfully transformed into authentic negative appeal to the red cans Wong Lo Kat and pot, overnight to watch the game, eat French fries, eat barbecue and summer sun bath. ad screen fun of people happy at the same time to enjoy life, drink Wanglaoji. combined with stylish, dynamic ad song repeatedly singing enjoy life, fear of angry, drink Wong Lo Kat also open up new channels with the restaurant for catering a large number of end-channel design materials. For example, design of the electronic display, lanterns and other catering establishments open to the practical items free of charge. in the dissemination of content selection, the full account of the terminal advertising should be directly stimulate consumer desire to buy the product packaging as the main visual elements, centralized propaganda message: cognition. now has become a red tank foodservice markets Wong Lo Kat one of the important sales channel of communication.
the same time, promotional activities for the brokers, in addition to consolidating the traditional channels of JDB's , also increased its food sources to develop and control, implementation of the the tangible benefits, so quickly into the red cans of food and beverage channel Wong Lo Kat, a major recommendation drinks.
in the media of choice, the main lock JDB CCTV covering the whole country, combined with the original sales area Guangdong, southern Zhejiang strong local media. In the ensuing months, invested a total of 4,000 million JDB advertising. advertising effect is very obvious,nike online, immediate and rapid increase sales.
the following two years, Cadogan Po win the money in buying gold CCTV (Information, Quote) slot. It is this type of delivery method stormy red tank to ensure Wong Lo Kat in the near future in people's minds, to impress people, and rapidly popular in the country north and south.
Wong Lo Kat for the red tank to bring the tremendous benefits JDB: In 2003, its sales over the previous year increased by nearly 4-fold, from more than 100 million yuan soared to 6 billion and out of Guangdong, southern Zhejiang; in 2004, sales exceeded 10 billion; Next,supra greco suprano high, the explosive growth every year.
talk about the amazing performance of JDB, one industry source said: is the preferred brand positioning, a brand can position itself as if a strong opponent with different options, the effect is often striking. Wong Lo Kat red cans lit as the first beverage to prevent the market, through which people know and accept this drink, eventually it will be lit and drinks to prevent a representative of the natural growth as the largest category of revenue. Wong Lo Kat drink Tetra Pak installed, the end of 2002, its annual sales of about 10 million yuan.
red tank Wanglaoji great success, the Rams saw them medicine
since 2004, in consultation with the JDB, Guangzhou Pharmaceutical (3 this year was renamed Wanglaoji Pharmaceutical) is also used on the boxed Wong Lo Kat . that year in July, reached Wanglaoji cooperation with Kentucky, the Pearl River Delta KFC fast-food chain began selling the herbal tea Wanglaoji grain production.
through the promotion of one year, Wanglaoji felt a Wang Ji Wang Ji and red cans of different points, may be different prices, may be different groups of people, perhaps on different occasions ... ...
also in that year, the decision Wanglaoji Medicine and the Hong Kong joint venture with the Xing. 2005 In February, a joint venture company listing mechanism Wanglaoji shift in the enterprise. joint venture parties after consultation, to hire management staff joined JDB.
difficult to guess, this assessment of the impact of Wanglaoji. outsiders can be observed that the end of 2005 on the boxed Wanglaoji Wong Lo Kat study together with its partners.
both from consumers, competitors and its own analysis of the three aspects.
from the consumer point of view, with the red tank boxed Wanglaoji Wanglaoji no difference, the same brand different packaging, different price only. While the box with the red tank Wang Ji Wang Ji are the two companies products, but in the eyes of consumers, but they are similar to the bottled and canned Coke Coke difference, but the same product in different container only, is the same product line, there is no essential difference. And with the red tin box Wanglaoji Wong Lo Kat the difference in price, but also because of different packaging generated.
see from the product itself, the box installed Wanglaoji for packaging, the price differences exist specific consumer groups and consumption occasions. Because packaging of different forms, determines the boxed Wong Lo Kat and red cans of Wong Lo Kat drinking occasions were different. red tank Wanglaoji red cans of , packaging texture is poor, can not reflect the grade, not cans of Wong Lo Kat and red channels in the food competition. but soon to drink (a small portable package beverages, openings or drink) and household consumption (non-social situations) market, the red cans Wanglaoji 3.5 yuan per can retail prices on the market other than the same beverage packaging, the price is relatively high,mbt shoes stockists uk, can not meet the price-sensitive, limited-income consumer groups (such as students, etc.) needs. Wanglaoji the box pack The retail price of 2 yuan for Wong Lo Kat likes to drink the beverage crowd, no doubt, is the best choice. Moreover, in the home consumer market, the bulk purchase of the main, people drink at home without ostentation, the face of demand In the context of good quality, low price to buy a home a major consideration. Therefore, drinking and household consumer market soon, boxed Wong Lo Kat has obvious advantages.
from a competitor point of view, still in the period of rapid growth, have yet to develop. red tank Wong Lo Kat has taken a leading brand firmly in place as the first choice of consumers, the task of developing category, red tank Wanglaoji deserved, and only it can withstand under fire king Deng old herbal tea and other herbal beverages attack. Therefore, from a strategic level, boxed Wanglaoji should fully support the red cans of Wong Lo Kat develop Wong Lo Kat the red cans to open up the market.
in the specific implementation, first of all, clear box with the red tank Wong Lo Kat Wong Lo Kat the difference - the same product, different packaging,supra skytop ns burgundy News Feeds, price, promotion to avoid when in a different company deliberately stressed. Second to determine the boxed Wanglaoji target consumers - price-sensitive, people with limited incomes. Finally, to determine Wanglaoji box to the purpose of promotion is: let consumers know that both are the same Wanglaoji drink, but different specifications.
the promotion of the specific implementation, the television advertising to highlight the scene to housewives and students as the main consumer group, also stressed that the information listed on the new packaging. and print ad design, a large number of red cans to borrow elements of Wong Lo Kat's performance in order to better Wong Lo Kat and associated red cans, easy-to-consumer memory.
Accordingly, the advertisement box Wanglaoji finalized as: billion.