Recently, posters of "Coca-Cola-Lenovo Digital Elite Awards" can be seen everywhere on billboards such as Beijing streets and subways. It is reported that this is another bundled promotion between Coca-Cola and domestic brands. Prior to this, Coca-Cola and Beijing's major potato chips * * * carried out a promotion campaign of "excellent collocation and good taste", which was popular all summer.
Coincidentally. From June/KLOC-0 to August 30, Motorola and Santana joined hands, and all car buyers could get a Motorola DSP hands-free call system and a mobile phone.
As early as the first half of this year, the North China Distribution Center of Shanghai Automobile Industry Sales Corporation and Founder Technology Computer System Co., Ltd. jointly launched "12 1 Action".
It is understood that this kind of cross-brand bundling sales is also surging abroad. Recently AOL? AOL and Target launched a joint promotion, USA-Today and AT&T jointly launched a new service project, and AT&T and time warner Inc. are also trying to bundle sales.
Marketers believe that this kind of bundled sales has created a new marketing model. However, the facts are not all as they wish. Bundle selling is not a "bundle of spirits". It seems that the mystery and law still need to be discussed by merchants.
Provide added value, and the bound "love" will be civilized.
Price reduction, discount, lottery and gift giving are all well-known traditional promotion modes. However, these promotion methods are gradually declining. At this point, any unoriginal promotion will not attract too much attention from customers.
Cheng Jiushi, chairman of Beijing Xingyun Industrial Co., Ltd., which produces potato chips, believes that the connotation of the market is not only the place where goods are traded, but the sum of the trading relationships of commodity owners. This bundled service not only brings convenience to consumers, but also allows products to find their own new added value in market exchange. The binding of Renren Bao and Coca-Cola is not a simple relationship of 1+ 1, but a fusion of one service and another. At the same time, this activity has created a new way to break through the defense line of cross-industry cooperation, so that enterprises of both sides can fully understand the status and characteristics of their respective market segments in other industry consumer groups while infiltrating the products and brands of the other industry.
Ding Yan, general manager of North China Distribution Center of Shanghai Automobile Industry Sales Corporation? The purpose of this cooperation between SAIC and Motorola is to try a cross-industry joint sales method. Through the combination of brand-name products between different industries, it is expected to activate their respective markets with the power of brand shock.
A matchmaker with a localization tendency of "transnational love"
When Dai Shijie, the new president and chief operating officer of Coca-Cola, visited China this summer, he said that since the events in Belgium and France last year, the Coca-Cola Company has adjusted its business strategy to "think what local people think and do what local people do", that is, to be as close to local people's lives as possible.
It is not difficult to find that the promotion activities with everyone and Lenovo are undoubtedly based on this consideration. At the same time, localization needs an ideal carrier, which can be seen from the joint marketing of Coca-Cola Company with Renren and Lenovo.
Xu, the consumer marketing manager of Coca-Cola, and Zhai Meng, the manager of the Foreign Affairs Department, believe that although Coca-Cola is an internationally renowned brand and Major Bao is a local brand, there is no obstacle between us, because both are popular products, and Major Bao can be accepted and trusted by local consumers, which is undoubtedly conducive to the localization of Coca-Cola products.
Miss Jiao Ke, assistant to the chairman of Beijing Xingyun Industrial Co., Ltd., thinks that our slogan is "excellent collocation and good taste". Coca-Cola is a slightly sweet soft drink, and everyone's baby is a slightly salty snack. This kind of collocation can adjust each other in taste, and both sweetness and salinity are suitable, which is the basis of cooperation.
* * * Create a "friendly" consumer culture
Following the launch of the "Excellent Match and Good Taste" campaign with everyone, Coca-Cola recently launched a marketing campaign with Lenovo as the theme of "Coca-Cola-Lenovo Digital Elite Grand Prize Mobilization".
The relevant person in charge of Lenovo Computer Company said that Lenovo Computer was fortunate to be selected as the winner of this promotion award by Coca-Cola Company, which is extremely beneficial for Lenovo to create a "friendly" consumer culture. Cooperation with Coca-Cola, a pure consumer brand, can not only enhance Lenovo's image as a consumer brand, but also let it learn from many successful marketing experiences of these consumer brands that have developed for many years.
Miss Jiao Ke, assistant to the chairman of Beijing Xingyun Industrial Co., Ltd. believes that in the face of the current competitive situation in the snack food market, production enterprises cannot adopt a single marketing model, especially different business promotion measures should be taken according to the life cycle of different products. For example, for some snack foods with a long life cycle, such as compound potato chips, the best way to occupy the market should be to enter the market steadily, that is, to adopt long-term marketing strategies, especially to create more "shops". To some extent, this cooperation with Coca-Cola Company is a vivid embodiment of this strategy, and its overall spirit is to be close to consumers and strengthen the "affinity" of products and product marketing.
Binding marketing is not "binding spirit"
Bundle marketing is indeed in the ascendant in China, but when many manufacturers follow suit, people have to pay more attention to the fact that many bundle sales have not achieved their wishes, and the idea of "tying the spirit" is probably not realistic.
At the just-concluded "International Trade 2000 Beijing Autumn Real Estate Exhibition Fair", FAW-Volkswagen Jetta launched a new life activity of "installing a wheel for a new home in stages-'car+house'". Although Jetta's "urban sunshine" and "avant-garde" shine brightly on the booth, it is understood that there are still many spectators and few buyers, which has not really promoted the sales of commercial housing.
It is also known that in the cooperative promotion between Motorola and Shanghai Volkswagen from June to August, although the purchase of Santana and Motorola DSP car free hands-free call system was very popular among consumers, the free gift of Motorola T2288 palm net series mobile phones did not drive the excessive growth of Santana sales.
In view of this, some people think that cross-brand knowledge is probably not just a simple patchwork of brands, but also needs to consider the characteristics, value, relevance and other factors of bundled goods. For example, for high-end goods such as commercial housing and automobiles, people's consumption behavior is extremely cautious, and the simple binding effect is generally not ideal. The bundling mode of winning the prize by drinking cola (such as Lenovo computer) may be popular because of people's speculative psychology. Of course, for low-priced consumer goods such as Coca-Cola and Renren Bao, people's consumption behavior is not as cautious as cars and commercial houses, so as long as they pay attention to some emotional factors when bundling, consumers will be more likely to accept the crystallization of bundling "love".
Five advantages of bundled sales
First, reduce costs. Enterprises can gain cost advantage by controlling the driving factors of value activities, which account for a large proportion of the total cost: reducing the cost of product development through cooperative development, improving production efficiency and reducing unit cost through technical exchange; Enjoy the distribution channels of the sales team through * * * to reduce the sales cost; Through cooperation with upstream and downstream enterprises, the external costs will be internalized to achieve the purpose of reducing transaction costs; Reduce advertising costs by cooperating with enterprises that produce complementary products. For example, Lenovo and Coca-Cola will cooperate to hold on-site activities in many cities across the country, including promotional activities and on-site display activities. Lenovo needs to know how to promote computers to be more acceptable to the public, media selection and publicity ideas. At the same time, Coca-Cola needs more professional marketing experience to learn from when doing website promotion and activities with the theme of "numbers".
Second, the mutual promotion of brand image. Through integration, the supplier value chain, enterprise value chain, sales channel value chain and buyer value chain are reconstructed between upstream and downstream enterprises to enhance brand value.
Third, channel advantages are combined with each other. For example, Coca-Cola has dozens of factories all over the country, producing various sub-brands of beverages day and night, and its sales channels are also wide and deep, from large supermarkets to street shops. After the cooperation, its ubiquitous product packaging, posters, outdoor advertising and other publicity activities are good communication resources. At the same time, Lenovo's brand advantage is deeply rooted in the domestic market, and its sales channels are also spread all over almost all large, medium and small cities in China.
Fourth, improve the service level. By sharing the sales team and distribution channels with other enterprises, customers can purchase more conveniently and get better service, thus improving product differentiation and enhancing customer loyalty.
Fifth, enhance the enterprise's ability to resist risks. Through the division of labor and cooperation between enterprises, the advantages complement each other, forming a large virtual organization model, improving the stability of enterprises to resist shocks. Taking the fleet with small virtual organization mode as a large aircraft carrier can improve the stability of resisting the impact of foreign-funded enterprises and economic fluctuations. By enjoying the sales team and distribution channels, the computer network system can feedback the changes in the market environment in a more timely manner, and the decision-making departments of enterprises can flexibly make targeted adjustments accordingly to minimize risks.
The Method of Realizing the Best Bundle Sales
1. Identify the field or project.
Not all fields and projects are suitable for alliance. Only those industries with changeable market information, structural changes and fierce competition, and those projects that can bring high value-added activities, are suitable for engaging in the * * * marketing model. At the same time, enterprises should also consider the costs and expenses of inter-enterprise alliances, and only when the increased benefits of the alliance are greater than the costs generated by the alliance can they consider applying the bundled sales strategy.
2. Clarify the core advantages of both parties.
Not all enterprises can successfully form an alliance. Only those enterprises that have their own core advantages in scientific research, production, management, marketing and service can become joint goals. If the enterprise has no advantages in the above aspects, even if it finds a joint partner temporarily, it is inevitable that the stability and effectiveness of * * will be difficult to guarantee due to lack of independence.
3. Investigate whether there are complementary resource advantages.
The stronger the difference in each other's resources, the greater the benefits of forming a relationship with them. Effectively realize complementary advantages and division of labor and cooperation. The stronger the difference in resources, the greater the benefits of forming an alliance with them.
4. Examine the sincerity and credibility of cooperation.
Only sincere cooperation can lead to success; Only when the other party's credit status is good can the durability of the alliance be maintained.
5. Distinguish different alliance modes
According to the direction of integration, partners can be divided into three categories: upward compatibility, backward compatibility and horizontal alliance.
Upward compatibility refers to the alliance between enterprises and suppliers, backward compatibility refers to the unity of interests between enterprises and sellers, and horizontal alliance refers to the marketing cooperation between enterprises and some competitors.