Analysis of Wang Laoji's Success Secret
(A) appropriate advertising
As a result of the determination of brand positioning, the direction of marketing promotion has been clarified, thus establishing the standard of advertising-fear of getting angry and drinking Wang Laoji.
The advertisement appropriately selects five scenes that consumers think are most prone to get angry in daily life: eating hot pot, watching football all night, eating fried food and chips, barbecuing, and taking a bath in the summer sun. In the picture, while enjoying the above activities happily, people drink Wang Laoji's red cans, and combined with fashion elements, dynamic advertising songs are repeatedly sung? Don't be afraid of anything, enjoy life to the fullest, and be afraid of getting angry and drinking Wang Laoji. Promote consumers to naturally think of red pot Wang Laoji when eating hot pot and barbecue, thus promoting purchase.
(B) accurate brand positioning
Position it as a functional drink to prevent excessive internal heat and help it to be established? Afraid of getting angry, drink Wang Laoji? Advertising language. From today's point of view, this slogan has become the key factor for the red pot Wang Laoji to take off.
(C) accurate market positioning
Due to pay? Prevent getting angry? After analyzing the brand positioning of the beverage, it is found that its unique value lies in that drinking Wang Laoji red cans can prevent getting angry and let consumers enjoy life carefree. Therefore, the red pot Wang Laoji is aimed at people and activities such as eating fried, barbecue, hot pot, watching football all night, and sunbathing in summer.
(D) Wang Laoji's 23 cultural elements
Saving the world, simplicity, kindness, diligence, health, health preservation, pragmatism, responsibility, quality, harmony, intelligence, innovation, competition, standardization, passion, learning, professionalism, happiness, fairness, cooperation, efficiency, execution and dedication are the value orientations that drive Wang Laoji to pursue lofty goals with an eye to the future.
(e) Good corporate reputation wins partners.
Because Wang Laoji has been a partner for more than ten years, his company has established an unbreakable relationship with the distribution team. Many people started by selling Wang Laoji. It can be said that a strong business network is the strongest backing of Wang Laoji.
The reputation of a good company is reflected in its harmonious relationship with many companies, timely delivery, quality assurance and timely financial settlement. Especially in terms of quality, in the food and beverage industry, there are countless examples of withdrawing from the market because of quality problems over the years, but Wang Laoji, a red can, has never had quality problems. High-quality products and a sense of social mission have won its heart, reputation and partners.
Analysis of Wang Laoji's Accurate Market Positioning
Due to pay? Prevent getting angry? After analyzing the brand positioning of the beverage, it is found that its unique value lies in that drinking Wang Laoji red cans can prevent getting angry and let consumers enjoy life carefree. Therefore, the red pot Wang Laoji is aimed at people and activities such as eating fried, barbecue, hot pot, watching football all night, and sunbathing in summer.
It is conducive to the red pot Wang Laoji to go out of Guangdong and southern Zhejiang and face a wider range of consumers. Because? Angry? Is it a national concept of traditional Chinese medicine that you no longer like? It will be limited to herbal tea in Guangdong and Guangxi, and completely remove the obstacles for Wang Laoji to go to the whole country.
Avoid direct competition between Wang Laoji and domestic and foreign beverage giants and form a unique division of labor.