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Marketing Case Study
Rare mineral treasure integrated marketing planning case
Case:
In Wuhan, a rare treasure of mineral water in short supply, Hubei Province, became the first brand of mineral water.In Beijing, a rare treasure among mineral water city five.Rare treasure popular mineral water in the primary abnormality in children affectionately nicknamed it “Prince of water.” This is a state-owned aet management company in Wuhan, Hubei's Mineral Water Co., Ltd.and Beijing rare treasure every man marketing planning company situation, after rapid monopoly of scarce resources, the first Lipin star Zhao Wei and a wonderful marketing bold “by the wind” cooperate in the implementation of campaign.Market research and analysis
1.Market Background
(1)beverage market is highly competitive
Beverage market many varieties and brands, marketing investment, profit margins.New varieties and new brand juices, functional drinks continue to emerge, the beverage market segments continue to be chopped, divided up the consumer's pocketbook, squeeze the drinking water market.(2)many brands
Drink water as pure water(including space water, distilled water)and mineral water two categories.There are more than 1,000 pure water manufacturers, mineral water producers more than1,000.In Wuhan market, there are 29 kinds of pure water, mineral water, 21 kinds.(3)all aspects of pure mineral water compared to prevail
From the advertising, marketing, brand appeal to consumer preference, the overall lo to pure mineral water.Pure water use objective advantage is low cost, consumer misunderstanding this stage of the choice of drinking water.Good(4)mineral prospects and great potential
In developed countries, speaking drinking mineral water is healthy, tasteful logo.Water is the world's leading beverage brands of mineral water, such as the French “Evian.” Mineral water in the world for nearly a hundred years of history.Our consumer awarene of mineral water are rapidly improving, water is not only quench your thirst, but also the pursuit of good for the body.Our mineral water quality has greatly improved, the paing rate from 1992's 34.5% rise to 1997 of 78.2%, some brands of mineral water sales are quite large.2.Contender status
First Army: Robust, Wahaha, Master Kong, they are leading brands;Second Army: farmer spring, Yi Bao, black child, was particularly full, they are a strong brand;other drinks are more than 40 species of water motley crew, is a weak brand.First Master 30.64% Second Robust 28.56% Third Wahaha 15.74%
Features;brand awarene is high, powerful companies, advertising investment, both of which Robust production of pure water and producing mineral water, purified water both by low-cost money, but also by mineral water image building long-term perspective.Robust, Wahaha have built plants in Hubei beach landing, localization strategy, reduce costs and strengthen competitivene.3.Consumers condition
Consumers have formed the habit of buying drinking water, often buyers accounted for 48.89%, occasionally buyers accounted for 48.15%, only 2.96% of people never buy.Age structure significantly lighter.Consumer Behavior: re-brand, re-taste of mineral water, purified water, the concept of fuzzy, but there are some consumers recognize unhelpful long drink pure water, mineral water began to pay attention to the choice of quality.4.Market Potential
Wuhan is one of the four “stove”, drink water sales is enormous.Wuhan City, 750 million people often buy drinking water daily to buy a bottle of summer(600mL, 1.20 million)or more, sales are 396 million.Occasionally, people who buy summer weeks are buying a bottle sales is 55,728,800.Other seasons temporarily negligible, Wuhan City drinking water of at least the amount of the actual latent 450 million yuan, even resort to 50% off there over two million latent capacity.5, rare treasure market performance
Visibility, reputation is not high.In Wuhan, a rare treasure original market share of only 1.70%.Consumers rare treasure “do not know” accounted for 41% of 87, “Understanding” accounted for 12 to 60%;.Brand awarene is 16.20%.Sales volume is very low, in 1998 produced a total of 1,700 tons, le than the total sales of around 400 million, with annual sales in Wuhan only about 800,000 yuan.Characteristic rare treasure, but performance is not outstanding.Se rare treasure characteristics distinguish it from other pure water, mineral water, but leer known.The price is high.In good water consumers do not know is the case, the price is competitive.Distribution of work is very good, buy inconvenient.Poor packaging design, bottle stickers become obsolete, no grades, no taste.Brand survival foundation.Rare treasure in Wuhan on interpersonal sales for three years, sustain brand survival foundation.Enterprise diagnosis
Rare treasure mineral water company was founded in October 1992, the production was built in the beginning of Enshi Prefecture, product test marketing in 1995, the company set up in March 1997 Sales Corporation, designed annual production capacity of 20,000 tons.Rare treasure listing has been three years, market share, reputation, sales volume is still in a very low level, in the end is what factors affect the rare treasure, the survey found that the main problems are:
1.Management of extensive random.Especially in the distribution system does not meet the modern market competition environment, did not establish a scientific, unified, authoritative sales command center and profeional and efficient sales force.Wuhan Branch and commerce company conflicts, buck-paing.2.Personnel layout imbalance.Managed to do more, do le busine;idle people, fewer people Officer.marketing talent shortage.Due to lack of marketing profeionals, resulting in only knew the truth head of production, but do not know how to play the market;only know yourself and the product is a good thing, thought it would be cute, I do not know what other people have to love you;only know how to brave the production equipment to invest, but not daring to spend money on advertising, and so on.4.No clear positioning.Rare treasure no market positioning, product features free positioning, the lack of a unique selling proposition(USP), product image blur.No benefit to the consumer point of what people buy.5, no market research, days advertising.No market research is like playing blind man before the war so that no advertising, consumer how Ganhe “I've never heard of the water.”Therefore, consumers no interest in it, the dealer did not confidence.6.shop loan work extremely place.Shopping malls, supermarkets, tourist attractions, street stalls head rarely seen rare treasure shadow.This ready-to-drink mineral commodities Distribution difference to this extent could never buy well.Because who would not for a bottle of water ran fine leg.7.Poor marketing.Due to a shortage of marketing talent, resulting in low levels of rare treasure of marketing, there is no market research, no strategic planning, no long-term planning, marketing planning incoherent, not the system.Advertising positioning vague, advertising is not enough, the way behind.Blind to develop new markets, such as primary and secondary unfocused no.8.Packaging design is poor.Bottle close up look old, no grades, no taste.Packaging is the product of the face, the face is not clean, very ugly, consumers will be interested?
9.Adverse external competitive environment.Drink water industry is one of the market's most competitive industries, and the most powerful competitors faced mineral water3.00;330mL, 2 005 bottles of rare treasure heighten the atmosphere, attracting purchase.2.Channel tactics:
① send stalls selling rare treasure freezer.Deposit required to receive printed with rare treasure Logo and slogan freezer, freezer after selling rare treasure standards that go all the main vendors.② tourist attractions monopoly sales.Through relationship marketing, in key tourist sites so rare treasure to become the designated drinks.Rare treasure funded printed tickets for various attractions, while rare treasure advertising printed on the tickets, the formation of one to one marketing.③ tired reward wholesalers.Several wholesalers established boundaries, each able to reach a boundary to reach the corresponding reward.④ build community direct station, acro the board covering the Wuhan market.E.Event Marketing
1.Objectives: to build brand image and expand visibility, improve reputation.2 Events creative principles: innovation, two-way communication, participate in interactive, firmly grasp the pulse of the times, manufacturing or lead to social hot spots, guide consumption fashion.F.Public relations and image activities
1.Objectives: to cultivate consumer brand preference, remove undesirable disturbances.2.Activities principles: easy to do, do it to achieve perfection.Clear relationship in touch with friends, by all forces, directly or indirectly, to expand the market for products and services.Creative
Rare treasure songs articles:
Advertising appeals objects: students Ads selling point: improve vision
Demands the support point: much selenium rare treasure
Advertising slogan: drunk rare treasure, the vision will be better.Advertising creative content:
Life style and celebrity clips using the recommended type combination.The people are very familiar with the songs “swallow” the cheerful melody of “My Fair Prince” starring actor star of Swallow Zhao Wei, a child king look, she led a group of cute kids doing eye exercises.Voiceover an immature childish songs sang by “Swallow” adaptation of the song: “Swallow, big eyes, drink a bottle of mineral water every day......” thus point to understand the advertising theme, Vicki holding rare treasure of mineral water, a pair of glitter big, bright eyes, said: “drunk rare treasure, vision will be better.”
Theme activities
1.By “visual Year” heavily Treasure With the “99 China Vision Year” for event marketing.According to health department survey, the national high school students, the myopia incidence of 64%, the incidence rate of 46% students.The most notable feature is the rare treasure of mineral water to prevent myopia and improve vision.Activities within the paenger: Where in Wuhan City, looking for mineral water containing selenium compliance can participate in sweepstakes, the first day of reward 500 yuan, 20;the next reward 300 yuan, 35;third reward 100 yuan, 100.Objectives: to elevate awarene, strengthen the scarcity of product resources, and enhance high-value rare treasure.This event unprecedented sensation, every day the participants are more than a thousand or more.Major local news media have reported, “it was expensive mineral selenium, 500 yuan a bottle” has become a topic of discuion streets.Rare treasure of mineral water to achieve high visibility in a very short period of time, and greatly improves the rare sense of the product.2.By “green” win public support
Activity entitled: “In order to environmental protection, high-priced acquisition bottles.” A rare treasure bottles for-two dollars, other brands of drinking water bottles every penny.Objectives: to enhance the rare treasure reputation, and establish dedicated to the cause of human health and environmental protection lofty image.Packed day after the event began, a total of three days time to recover tens of thousands of bottles of rare treasure, rare treasure reputation soared.3.Eco by eliminating
For the part of consumers for rare treasure selenium mineral water authenticity doubts about ecotourism Enshi sourcing activities.Rare treasure mineral water sources Enshi Jianshi County forest coverage rate of over 60%, fresh air, beautiful scenery, ancient folk customs, ecology excellent.Activities: At 8, 9 10 March, consumers as long as the five rare treasure rare mineral water bottle stickers Bowes sent to participate in the lottery, lottery once a month, the awards were to find the source of Enshi travel.Consumers participate enthusiastically, received tens of thousands of letters, of which there was a young man on the mail more than 1,000 letters, even in the three awards.After the tour returned telling everyone, really rare treasure of natural mineral water, you can rest happily drinking.The event achieved the desired results, not only eliminates the concerns of consumers, but also played a very good promotional effect.4.By public opinion campaign
Create an environment conducive for their mineral water, mineral selenium pro-competitive environment, triggering concerns the whole of society.Published a series of popular science articles, the idea spread as follows: Drink plenty of water to drink mineral water;rare treasure mineral selenium content standards is the only mineral water;rare treasure is the only selenium, strontium, calcium carbonate three minerals are low in sodium standards of quality mineral water, enjoy it value for money;trends in the world is drinking water, mineral water Insein not bad, but more and more flourishing popularity;how to choose high-quality mineral water.Around the above concepts, published a series of popular science articles.These reasoned articles in major newspapers published in 18 consecutive Pianci Wuhan, these papers are “Changjiang Daily”, “Wuhan Evening News,” “Metropolis Daily”, “Life Times”, “China Week-End News.”
Popular science articles published immediately sparked a big debate in a society.Consumers seem convincing first time I heard this voice, eliminating the need for mineral water concerns, the consumer is responsible for the rare treasure of spiritual applauded;experts also involved, and for mineral water allusive;production companies are unwilling loneline, maintain their own interests.Great Debate climax stacked, Jing Han two major media coverage, fueled.Further expand the influence of the rare treasure greatly enhance the visibility and reputation.Impact aement
Under ordinary man in Beijing marketing planning Ltd.guidance rare treasure of mineral water just le than six months, the most competitive in the market, the beverage industry, opened the Wuhan market in one fell swoop, making a rare treasure to become well-known brands, visibility reaches 90 %, reputation reached 75%, and achieved sales growth of more than ten-fold over the previous year remarkable performance.Rare treasure to hold high the banner of pure natural mineral water, green and healthy spearheaded a new concept in the country set off a wave of water to drink mineral water consumption fashion, rare treasure to establish a distinctive brand image, depicting plain mineral water market a brilliant prospect.There are no accidentalWal-Mart retail empire Legend," a book, deeply moved.Management of the world's super-chain king is indeed unique.The first is Sam's personal charm, he created the corporate team culture: hard work, thrift, paion, collaboration, and no one company can not be easily copied.There are Wal-Mart's 3-meter principles: with customers in three encounters within meters, to smile, say hello, this emotional sales also attracted many new customers, retain a lot of old customers.In case we see that the commodity sector managers have sufficient rights deal with customer diatisfaction, no buck-paing between departments, boldly admit mistakes, to take responsibility is the responsibility of Wal-Mart employees.Short-term solution to the problem, so that customers are not satisfied can minimize, or even leaving the customer feel is extreme respect.Instead, look back at our side chains.Salesperson in the corner to get together to chat, depending on the customer and not see.Salesperson next disregard for health care what you need, but he is blindly sell promotional varieties.Salesperson untrained, answer any.Even more exasperating is without a smile on their face, and did not put you as God......I think, next to stores such as Wal-Mart, if you open up a majority of customers would like me away from him.Wal-Mart's genius lies in his low-cost strategy: none with customers, giving customers the largest discount is his aim.His occasional promotional also attracted a lot of repeat customers.In short, Wal-Mart's advantage is not able to finish in a few words.There will be a new experience I must share with you.------------------------
The gap between the level of detail is to manage the gap!------------------------
The stores I've only been a single on this one, I'm a little view: Supply shortage: Many times you are not able to one stop shopping;Marketplace utilization is high: the column also have fully utilized;
Services in place: the Harbin market have not yet appeared in English shopping guide;
Respect for the consumer: Do not save the package, a cla of goods is only one brand(really smart), but not the most expensive;
