Beijing Shoushou Fruit and Vegetable Juice, a subsidiary of Beijing Shunxin Agriculture, is also a well-known fruit and vegetable beverage brand in China. Compared with other similar products, its product research and development is indeed innovative, and the main marketing backbone is fortunate to be based on the marketing talents of the former China Coca-Cola Company. Coca-Cola marketing has always been well-known in the industry for its world-class brand planning and sales operation capabilities such as channels, terminals and promotions. In addition, Shunxin has abundant agricultural funds and invested heavily in marketing and advertising, especially in big cities such as Beijing, Guangzhou and Shanghai.

For example, in the Shanghai market, I personally made some small surveys and found that many supermarkets and convenience stores also have fruit and vegetable juice products in their hands. The display position and layout are the best and largest, and they are basically placed with first-line brands such as Lulu and Coconut Island, and promotional activities for public welfare or pure promotion are arranged irregularly in various places. Although the staff at the point of sale don't evaluate their products very well, they are also good. So from all aspects, their sales work can't be said to be bad or not hard.

In fact, the company's products have been on the market for four years, and have passed the first stage of entering the market and growing. Everything should be ready and make a big profit. However, to the surprise and annoyance of the company's leaders, the company not only didn't make a lot of money like other beverage companies, but also didn't have the ideal marketing ability to further promote product sales. What is the reason? The reason is that the company's products look "immature and mature", and no one helps them when they go out-no promotion activities, bad goods, and the marketing situation is a bit like a "young old man." The company invited many planning companies to do their best together, but there has been no good plan. A lot of products have been invested, and they are still investing. The products and brands themselves are also good, and the sales team is also good. The market has been basically rolled out and marketing promotion should be done every day.

It's really a pity if the company doesn't do it. If you want to continue doing it, there is no good way to really push it forward. Moreover, from the objective requirements of marketing competitiveness, as long as a product goes on the market, your enterprise has only one way to go, that is, it can only enter but not retreat, and it will be all in vain if you want to retreat. The current marketing situation is really called "chicken ribs". It's a pity not to eat, but to eat urgently. What do we do? We have the honor to get in touch with some leaders who hold hands with fruit and vegetable juice and get to know their products, brands and marketing strategies.

After some thinking and in-depth analysis, I have formed some personal views and ideas, and I am now dedicated to discussing them with experts.

Second, the analysis of two fundamental mistakes in holding hands with fruit and vegetable juice

Looking at the marketing strategies of successful beverage brands at home and abroad, and then looking at the brand marketing strategies of holding hands with fruit and vegetable juice, the author thinks that holding hands with fruit and vegetable juice has committed two taboos in beverage brand marketing. First, the brand concept and positioning are not clear; Second, the wrong beverage marketing strategy was adopted.

Hand in hand with brand concept mining and brand positioning

The brand holding hands actually has a good brand name. "Holding hands" has rich cultural connotation and significance in China culture and world culture, but the person holding hands is sitting on the golden hill and missed it. It is said that the brand name of "hand in hand" is its boss's kiss, which means "fruits and vegetables hand in hand". Hand-held fruit and vegetable juice is the first fruit and vegetable juice mixed drink in China, so it is richer in nutrition and higher in product concentration, so as to show the essential difference in product composition from the pure fruit juice drink just emerging in the market at that time. Join hands with fruit and vegetable juice to lock the main target customers in family drinking, that is, restaurant consumption groups. Although the product market positioning has been adjusted frequently in the future, it has not changed this fundamental positioning. In product positioning, the company has always followed the positioning of functional drinks, that is, hand-held fruit and vegetable juice is different from ordinary drinks in quenching thirst. It is a kind of nutritional functional beverage, which can reasonably supplement the nutrition needed by human body and has certain dietary substitution significance. In fact, I inadvertently put myself together with life nutrition types such as Avatar, milk and Huiyuan juice (rather than sports nutrition types such as Jianlibao and Red Bull). As for the brand positioning, that is, what concept the hand-held brand follows, what business philosophy it advocates, what value it represents in the minds of consumers, and what position it should occupy in the minds of consumers, that is, what the hand-held brand means to consumers, it has never passed any clear and effective information to the market and consumers.

As we all know, brand positioning is mainly related to corporate culture or corporate image system MI, BI, VI, product positioning and market positioning. From the above analysis, we can see that hand-in-hand brand has clear product positioning and target market positioning, but there is no corporate culture and real brand positioning. What is a hand-held brand, what it stands for, what it reminds people of, how consumers feel, etc., are all like cloud cranes in the mountains, which are difficult to find in hand-held marketing behavior. Of course, let alone create a strong brand appeal proposition (brand slogan) and a brand personality with its unique commercial value on the basis of clear brand positioning. In handheld marketing strategy and tactics, brand positioning is always missing, which leads to handheld marketing can only rely on product characteristics, but can not build a clear impression and a stable position in consumers' minds by shaping brand image and accumulating brand value. Therefore, hand-in-hand fruit and vegetable juice is nominally a brand marketing. Is it practical and simple? Hinge margin What's the point? Huang Yi? Phenol? What do you want to do? Br> This has produced the following four marketing phenomena: a, when the company carries out a large number of advertising campaigns, the products and brands have established their popularity, but once the publicity stops, people forget or are not deeply impressed; The reasons are as follows: firstly, the intrinsic meaning of holding hands has not been excavated, and the word "holding hands" can not be deeply rooted in people's hearts and stay in a strong impression, which leads to the huge investment in brand marketing becoming a simple promotion behavior, resulting in a great waste of investment in marketing brand promotion; B, if some consumers still remember, they also used hand-held products and felt good; But the question is whether the nutritional advantages of handheld products are really as strong as the company hopes, so that handheld products can have sufficient market competitiveness. Once the sales force of the product itself is not as good as expected, marketing frustration is imperative; C, due to the lack of personality and deep touching memory of the brand, the sales of products must and can only rely on a single product advantage and product sales power, and the deep guidance and support of brand appeal cannot be obtained, which naturally leads to the failure of fruit and vegetable juice to achieve impressive sales performance; D, more importantly, the reputation and loyalty of commodity brands, the two factors that contribute the most to sales, cannot be quickly established with the promotion and sales activities that go hand in hand because of the lack of brand support and USP's unique selling point, which eventually leads to the lack of growth of enterprise product brands and improper handling, and it is easy to grow into a "dwarf", while she was originally qualified to grow into a "giant". The lessons drawn from this are alarming and thought-provoking.

For a long time, many people in business and consulting circles mistake product positioning or target market positioning for brand positioning, and nothing will happen in the stage of product management and product competition, but once they enter the stage of brand management, it will be a huge mistake, and its obvious serious consequence is that enterprises have made great efforts, that is, they cannot establish real brand value and market competitive advantage. In fact, product positioning and target market positioning are only part of brand positioning. They support and constitute the brand image positioning, but they are not the brand positioning itself and cannot and cannot replace the important position of brand positioning. Look at Coca-Cola, Pepsi, or Avatar, Gao Legao, or even Huiyuan Juice. Their marketing has fallen behind at present. How do they market? In today's highly competitive beverage market, it is absolutely difficult for beverage products to succeed if they think of a hot market without a smart and complete brand positioning and marketing strategy.

Holding hands with the wrong marketing strategy

From the current marketing strategy, it mainly includes the following points: first, emphasizing the dual nutrition of fruit and vegetable juice is conducive to consumers' health and attracting customers to choose; The second is to expand the influence through competitions or sponsorship of sports and public welfare activities, and improve the visibility and reputation of products; Third, change the way of continuous promotion to open up the market and increase sales; Fourth, the sales channels are divided into two parts, supermarkets and restaurants; Fifth, although the overall marketing strategy is formulated by the headquarters, brand and product promotion activities are still carried out in different regions.

In our opinion, on the surface, there is nothing wrong with the marketing strategy adopted hand in hand, and some activities even take a lot of effort, so we can't say that we don't understand marketing, especially in sales. The backbone comes from Coca-Cola, which is very powerful, and the sales execution is said to be good, but the sales are still not good. Why? Why? ! Through observation and analysis, the author thinks that the problem is that Palm Fun Company sells beverage products, but uses the marketing strategy and combination of health care products! Marketing strategy does not correspond to the fundamental nature of the product, which is the most basic marketing error! What is this? Try to analyze one by one.

We all know carbonated drinks, non-carbonated drinks, water, tea, milk, fruit and vegetable juices. Who can be called a real market hero in today's world? What kind of marketing strategy has the hero become? The author believes that in the mature or nearly mature beverage market, the secret of the success of beverage enterprises and brands comes from a simple but magical marketing model, which contains four core elements of marketing, namely: [brand+product; Sense+Function] mode! ! !

Coca-Cola has just "caught this feeling", and its brand core feeling is "infinite movement", with the help of the carrier that keeps up with the changes of the times, taking sports stars as the main endorsement; Its product is a secret formula with fresh vitality. Watch Pepsi again. Pepsi gives people the impression that it is the choice of the younger generation, and its products are almost the same as Coca-Cola. But I think I have found it, and my career is still very successful. Look at queer juice, blue big-headed villain, "Say QOO when it's delicious", and it feels very childlike. The product is sweet, sour and delicious, which completely meets children's appetite. Look at Huiyuan again, "Drink Huiyuan juice and take a healthy road". This product is not soda water, but fruit juice. The price is higher, but it is more nutritious, especially in protein, where plants are rich in protein. Looking at coconut trees again, I feel tropical and southern style. The product is vegetable protein coconut milk that I can't eat often. Another example is robust's "pulse", which means fresh, young and athletic. This product is a vitamin added to drinks. Looking back at Red Bull (although it seems to be rare today), Adiljan, a sports star, "Drink Red Bull when tired", feeling that people are redder than stars and as strong as cows after drinking it. This product contains elements that can quickly restore human fatigue. Another example is the farmer's orchard, which feels like a father and son plus a beautiful girl "shake before drinking", and the product is mixed with three kinds of juices! Wait, wait, there are countless! And these products are all because of the adoption of such four elements [brand+product; Feeling+function] marketing mode.

In this model, which I found and called the four elements of successful beverage marketing, their functions complement each other and are indispensable. Only when the two swords are combined can they be seamless. Only good brands without good products, or only good products without good brands, will accomplish nothing. So, what should we do in marketing? The practice is: the feeling corresponds to the brand and the product corresponds to the function. Brands and feelings are used for emotional and emotional appeals, and people's purchases are "internally motivated": good brands let you find feelings, move you, dream you and excite you. Products and functions are used for the appeal of rational and realistic thinking, and "pull out" the target consumer groups: good products provide you with real good uses, meet your real life consumption needs, and provide customers with real product customer value. How can we not successfully market to people's hearts and mouths at the same time? ! Speaking of it, compared with the marketing strategy of holding fruit and vegetable juice, which only has products without brands, but only functions without feelings, how can we expect it to climb mountains and mountains without changing, strive for the upper reaches and be happy to save the boss? There is only one strategy to succeed together, and that is what I call [brand+product; Feeling+function] four elements marketing model.

Third, hold hands with fruit and vegetable juice, with whom, how can we hold hands?

Ladies and gentlemen, through the above analysis, I have generally revealed the secret of the temporary failure of holding hands and the success of many other beverage brands. Then, the next question for readers is: what should I do if I hold hands? What can we do to realize this four-element model, which can be called the magic weapon of success? Limited by space, I don't intend to give a detailed answer, but it is still necessary to mention that people holding hands need to do a few things to create brilliance.

Let's see where we don't meet this [brand+product; Feeling+function] four elements marketing model. What is there, nothing; Have a plenty of what level, have a plenty of what is lacking; What has been done and done well, what is being done but not done well, and what has not been done at all; Wait a minute. In other words, we should look at ourselves and find out our own situation and what we should do. Instead of sitting there worrying.

Secondly, I personally think that holding fruit and vegetable juice is obviously: good products are available, but good brands are not; Good function, good feel. Therefore, it is first and foremost to do a good job in brand analysis, dig deep into brand concepts, enrich brand cultural significance, find out brand core propositions and form brand marketing slogans. If this matter is not solved, it is useless to make a fuss about product sales planning.

Third, I feel that I have found a brand, and then there is marketing planning and brand communication. The combination of the two is called integrated marketing communication. The company has made a plan. Of course, creative means can give full play to its great role in specific strategies.

Fourth, finally, hand in hand should comprehensively consider competitive factors and environmental factors, and formulate two marketing strategies: one long-term and one short-term. Long-term use to achieve the fundamental goals of enterprises, short-term use to reverse the marketing situation, towards a better tomorrow.