"And it is" and "wanglaoji" win a share?

Keywords: and it is wanglaoji herbal tea drink tea beverage brand brand building

Reporter: "by China cultural Jounal" reporter Hou Lai

Guests: Yang XING senior brand expert

Recently, Fujian Dali group new push for herbal tea "and the" abut shock on the market. TV advertising plans frequently appeared as "and it is" advocacy advertising, is from "and its" advertising sensational large inputs, large production we are not difficult to see, "and it is through the ferocious".

However, careful to watch "and the" TV advertising but vu, his "drank not mentioned" brand appeal not precisely and Thunder are world's "fear the fire, to drink no Lo Kat"? just "not behind the fire," added a "smooth and invigorating vitality" stay up late, in addition, its product packaging design and tone and "wanglaoji".

Reporter: the first brand appeal point "drank not mentioned", "and it is" being the greedy, from "wanglaoji" subdivides the market to win a share, then, "and it is" such a brand promotion strategies can make surprise, surprise?

Yang XING: we may wish to first back up the "wanglaoji" brand growth story. Before 2002, has no temperature not wanglaoji fire management for seven years, has been unknown, cling to a party. In 2002, professional brand companies into the us to do the brand planning, through market research to redefine the personality unique brand of pursuit to "prevent the fire prevention the fire", "" meet the consumers in the diet (especially enjoy the fried, grilled, spicy cuisine) in particular would like to be able to demand the prevention of fire regimes, and highly differentiated, away from home and abroad with Cola beverage Giants and directly impact competition, opened up their living space segment. Accurate positioning of the brand "to the" wanglaoji, rapid Biao red sales skyrocket, 2002, the year sales volume 1.8 wanglaoji, 2005 sold more than 25 million Yuan (including packaging), the 2006 sales is more than a billion. In the southern regions of the feast, "Chinese maotai liquor, tobacco, wanglaoji" has become indispensable for a few small pieces, play mahjong to stay up late, sports, watch the game after drinking a can of wanglaoji is becoming a trend.

"Lo Kat" pass "the prevention of fire regimes" surprise "and it is" necessarily? answer this question, we must longer explore what brand of differentiated marketing issues.

Lift the world first peak, we immediately think of Mount Everest, but how many people know the second peak in the world? brand building is the same reason, for example, people mentioned "sterilized" think shufu Jia, mentioned the "remove dandruff" think about "haifeisi, a heroic masculine," think of Marlboro ... United States international marketing guru Philip Kotler pointed ·: "in the face of a competitive market, a company must try to find that it's products generate differences¡± in specific ways to gain a competitive advantage."

Brand positioning is the key point is to find an unmistakable and unique and distinguishes it from competitors and of consumers demand of differentiated brand appeal point, do one of the pioneers of the concept of the brand "NO.1", rather than a follower, preemptive occupies minds of consumers, this crucial to a brand, because consumers can easily be followed after the entry into the market as a "brand of mimicry" undervalued, even if its done good work again.

Domestic and foreign many cases have shown that the "ME-TOO (I)" mimicry strategy only the brand into the wrong track.

For example, Pepsi-Cola has just entered the market, use the "metoo (I)" strategy, challenge to Coca-Cola, Coca-Cola took the opportunity to launch "only the ' Coca-Cola ' is the real Coke" strategy, remind consumers to other all counterfeit goods to Pepsi at them. Later, when Pepsi establish itself as the "young generation choice" brand core values, to share with Coca-Cola.