The so-called "1: 1: 1" of arowana is actually the recommended standard of China Nutrition Society, which refers to saturated fatty acids, monounsaturated fatty acids and polyunsaturated fatty acids in edible oil. The ratio of these three species is 1: 1, but actually arowana is.
This confusing practice was calm before Arowana pushed itself to the high stage of public opinion. At the beginning of 2004, Arowana quoted Li Zhiwei, vice president of China Cereals and Oils Association, as saying that "single oil has bad effects on health", which was considered to be aimed at Lu Hua, who claimed to be an expert in peanut oil crushing.
Lu Hua fought back in the shortest possible time. First, in the name of Grain and Oil Association, it was issued that the authoritative speech of Li Zhiwei, vice president of China Grain and Oil Association, was used by manufacturers with ulterior motives.
Up to now, there is no edible oil with a balanced nutritional ratio of 1: 1: 1. As soon as this response came out, it immediately caused widespread discussion in society, and Arowana was instantly involved in the whirlpool of public opinion. Finally, Arowana had to change the concept of "1: 1: 1" to "0.27: 1: 1".
In the layout of marketing strategy, Arowana simply pursues the market effect brought by slogans, ignoring the scientific rigor of edible oil, and makes a seemingly perfect concept copy without scientific basis. In line with the intention of insinuating the opponent, I didn't expect the opponent not only to fight back, but also directly pointed out that there were loopholes in the healthy oil concept of Arowana, and Arowana had to adjust the marketing concept copy.
Lu Hua can fight back in such a short time. It must have been as early as when Arowana introduced the concept of "1: 1: 1" blending oil. People know that this is a wrong concept marketing, but it does not point out the necessity of error. Unexpectedly, arowana hit the gun itself, so how could Lu Hua miss such a good chance to fight back? It is unscientific and immature for Arowana to seek a firm foothold in the market through simple slogans, and it is doomed to be a road of failure.
Expanding materials need to thoroughly explore the mentality of consumers before conducting market segmentation surveys. For example, use qualitative research or in-depth quantitative research to explore desire, desire and motivation, so as to know more clearly who your consumers are.
For example, in food and beverage, there are significant differences between consumers who pursue a healthy lifestyle and those who value convenience the most; Regarding cars, it may be crucial to distinguish those who value safety rather than performance. Although more investment is made in the early stage, comprehensive exploration will eventually formulate reasonable and correct strategies to promote business development, more unique dimension segmentation and more successful marketing.