There is a famous saying that the least commercialized is the most commercialized.
In the domestic beverage industry, Nongfu Spring's marketing strategy has always been unique. When competitors throw out star cards from time to time in the early stage of entrepreneurship, they show the unique sales proposition that "Nongfu Spring is a little sweet"; When competitors advocated purity, Nongfu Spring launched a century-long debate on "Pure water is not good for health", which stirred up the tide of water market.
This farmer is definitely a maverick. Relying on marketing creativity, it occupies a decisive position in the fierce competition in the water industry.
A penny bill
In March 2003, CCTV broadcast a public service advertisement: a group of children played football, skipped rope and played games together. The voice-over tells us, "We spent a penny of you like this. In 2002, Nongfu Spring Sunshine Project donated 5,029,028 yuan worth of sports equipment to 377 schools in 24 provinces. Your penny makes 200,000 children feel the joy of sports for the first time. "
The broadcast of this advertisement once again attracted people's attention to Nongfu Spring. It stands to reason that the bill of this penny is too small, but we have to admit that behind this penny is the trust of tens of thousands of people and the public in the enterprise. This kind of trust is difficult to measure with an accurate figure, but it is absolutely huge.
What did you get with a penny? Nongfu Spring Company provided a donation list: 764 high-quality table tennis tables, 3,770 pairs of table tennis rackets, 7,540 table tennis rackets, 3,770 badminton rackets, 754 badminton nets, 9,048 badminton rackets, 754 basketball 1508 basketball stands, 754 football 1504 volleyball rackets.
In this sports equipment donation, 16 schools in 22 provinces including Yunnan, Guizhou, Jiangxi, Sichuan, Ningxia, Guangxi and Anhui received 1 set of equipment respectively, and 1 set of equipment was received by 12 schools in Inner Mongolia Autonomous Region and 1 set of equipment in Gansu Province respectively. These equipment are mainly used to meet the needs of popularizing basic sports in primary and secondary schools lacking equipment, so as to facilitate the smooth development of sports standards stipulated by the state.
This touching "penny bill" is the summary of the sunshine project initiated by Nongfu Spring.
Sunshine illuminates poverty.
Throughout the growth history of Nongfu Spring brand, sports has always been its effective brand recognition.
Nongfu Spring 1997 was put on the market, and 1998 began to distribute goods to the whole country. At that time, Wahaha, Robust and many other drinking water brands had already started fierce competition. As a new product and brand, Nongfu Spring began to advertise on CCTV Sports Channel and CCTV children's program "Big Windmill" in mid-April. It is often played on sports channels, which makes many football fans and sports lovers deeply impressed by Nongfu Spring. After the opening of the World Cup, Nongfu Spring also sponsored five CCTV studios for the World Cup football match, which made the brand better publicized. Nongfu Spring has therefore become a dark horse in the drinking water industry, and its market share has jumped from the initial dozen to the third place, which has been dubbed by the industry as the "big winner" of the 1998 World Cup.
2002 is a big year for sports, and large-scale international events such as the World Cup and the Asian Games have attracted many enterprises to compete for advertisements. Different from other enterprises, Nongfu Spring turned its attention to basic sports in poor areas and donated sports equipment worth more than 5 million yuan to primary and secondary schools lacking basic sports facilities throughout the country. Every time Nongfu Spring sells a bottle of natural water (550ML), Nongfu Spring Company donates a penny for the "Sunshine Project" on behalf of consumers, and then collects all the money to buy sports equipment and sends it to aided schools everywhere.
This move has been strongly supported by the State Sports General Administration and won the attention of many media in the country. The first step of the activity is to determine the list of schools that accept donations. In order to ensure fairness and justice, so that the donated sports equipment can reach the schools that need help most, the list of schools will be sent by the Sports Equipment Center of the State Sports General Administration to the provincial sports bureaus, and then the provincial sports bureaus will send a document to their municipal and county sports bureaus, which will be reported and finalized according to the specific conditions of each place.
From icing on the cake to sending charcoal in the snow
This change from sponsoring sports events to sunshine project is called by Nongfu Spring: completing the change from "icing on the cake" to "sending charcoal in the snow". Supporting the Olympic bid is "icing on the cake", and the Sunshine Project is "timely assistance". As early as the press conference of Beijing Sunshine Project, the person in charge of Nongfu Spring had such a monologue in his speech: "Sports is a kind of humanity and a kind of right. Everyone should enjoy this right, but because of poverty, many children can't feel the charm of sports. Therefore, we insist that the road we need to take is to send charcoal in the snow. "
Before and after the 2000 Olympic Games, Nongfu Spring had a promotional film with the slogan "Champion tastes a little sweet". For a long time, the image spokesmen of Nongfu Spring are Olympic champions and Confucius. Sports is the brand recognition of Nongfu Spring. It can be said that the movement has given Nongfu Spring a brand-new brand connotation and affinity, and also promoted the growth of sales to a certain extent, which opened the competition distance with other drinking water.
The current market economy is called "eyeball economy". Paying attention to important events and Olympic champions will earn enough eyeballs for enterprises. However, enterprises are, after all, public tools of society. With a certain popularity, the reputation of enterprises and the loyalty of consumers will only be further enhanced if they assume more social responsibilities.