Although the toothpaste market capacity is so huge, there are only a handful of national toothpaste brands that can share the feast of industry development, and more market share is divided by foreign or joint venture brands. Dajiangdong went to the waves to wash away, and he was a romantic figure through the ages. Many once famous domestic toothpaste brands and products have undergone drastic changes in the fierce market competition. Of course, there are also toothpaste like Tianqi, which is soaring and booming, but more brands and products are getting worse and worse. W lives in such an environment. In the early 1990s, it became one of the top ten toothpaste brands in China and launched the first Chinese herbal toothpaste in China. Kangzhiling brand, which became the originator of Chinese herbal toothpaste, was no exception, and once fell into business difficulties. The sky tracing back to history originated from the bonfire of 1952 to resist U.S. aggression and aid Korea, and the Kangya spirit registered in 197 1 has already become a bright pearl on the map of Dandong, a famous town on the Yalu River, the largest border city in China. After more than 20 years, only two or three kinds of toothpaste products, such as Kang Zhiling's Chinese herbal medicine and anti-allergy, once occupied more than 30% of the market share in Northeast China, Shandong and Hebei, and also performed well in some regional markets in Xinjiang, Hubei and Guangdong, and even were included in the prescription list of stomatology departments in some hospitals. In September, 20001year, Kangzhiling toothpaste products obtained the FDA certification of the US Food and Drug Administration, entered the foreign trade export market, and the product quality was recognized by the world's high standards. Therefore, although the company's operating performance in the domestic market has fallen sharply since 1998 due to many reasons, such as system and operation concept, the profound brand heritage still gives Kang Tooth Ling the opportunity to sublimate his second venture. In June, 2003, when Kang Zhiling's enterprises and brands encountered bottlenecks in development, Guangxi Aoqili Co., Ltd., a discerning company, extended an olive branch. After the initial joint venture holding and later wholly-owned mergers and acquisitions, the relationship between enterprise property rights was straightened out, and Kangzhiling brand interpreted a tortuous marketing story. At the beginning of Kang Zhiling's inclusion in the core business unit of oral care of Aoqili Company, due to the numerous brands owned by Aoqili and the preconceived positioning of Tianqi, the brand awareness and market performance soared in a dark horse, which constituted a huge, dramatic and far-reaching change in the toothpaste market pattern formed in the middle and late 1990s. Therefore, on the basis of sorting out the brand pyramid system, starting from the strategic intention of seeking multi-brand layer-by-layer separation, rational layout and market encroachment, according to the traditional positioning theory and referring to the opinions of advertising consulting companies, the company artificially locked the Kangzhiling brand in this beautiful market segment, and launched the only Kangzhiling Toothpaste for middle-aged and elderly people in China in March 2005, trying to tear open the gap and quickly detonate the market. Data show that there are about 400 million middle-aged and elderly people over 45 years old in China. The tooth loss rate of people aged 45-55 was 3 1%, and that of people over 55 was 57%. Due to the gap between economy and concept, the number of middle-aged and elderly people missing teeth in rural towns far exceeds the national average. According to the above data analysis, Acrobatics, a Kang Zhiling advertisement for middle-aged and elderly consumers, which was planned by a well-known advertising consulting company in Shanghai, came out. However, the best choice does not necessarily bring the best result. Although the advertisement "Acrobatics" with allegro storytelling style with strong northeast sentiment has been bombarded by satellite TV stations in various provinces in China two months before the product goes on the market, although Tianqi toothpaste has laid a good market foundation and a mature distribution network, although some business personnel are skilled in manipulating the market as the national first-class acrobat in the advertisement, and although Kangzhiling brand has market appeal in many northern provinces, Kangzhiling toothpaste is still popular in the market. Investigate its reason, put aside the deep problems, at least three reasons related to advertising planning:
First, advertising communication and product packaging intuitively regard elderly women over 60 years old as image spokespersons, which inevitably leads to misunderstandings among consumers. The so-called self-restraint, painting the ground as a prison, in fact, greatly narrowed the original target market covering middle-aged and elderly people, making products only targeted at elderly consumers. Secondly, it is very common for the whole family to use a tube of toothpaste in real life, and toothpaste, as a necessity of family daily life, is mainly purchased by young children according to their own personal preferences, and little consideration is given to elderly parents who at least don't need to fix their teeth urgently. As for the rural market, due to the national conditions, the elderly rely on their children to provide for the elderly and basically have no economic autonomy. Therefore, it is wishful thinking to take the initiative to buy toothpaste for middle-aged and elderly people who suit you. Third, although the message conveyed by the advertisement is revitalized, for example, one of the lines "Why, how are my teeth?" Kang Tooth Spirit has special effects for strengthening teeth, and she also went on stage at the age of 60. However, the logical reasoning that "teeth are good because of the use of Kangyaling toothpaste" is unremarkable on the one hand, and the conclusion that "Kangyaling has special effects on strengthening teeth" has not been scientifically and reasonably explained, which is basically unconvincing. Therefore, to sum up, in most of 2005, Kang Tooth Ling only made a point-by-point excavation in the elderly market. Although it is not easy to draw the conclusion of success or failure, this advanced marketing experiment at least shows that inciting a market segment, deviant advertising planning, and excessively subdivided products are often the same as tying themselves up. Second, break through the stereotype and sum up the previous experience in the mass market. The relevant personnel of Aoqili Company's marketing planning system realize that market segmentation first needs to straighten out the historical origin and context of the brand, carry out it scientifically according to the inherent characteristics of the brand and products, and make the best use of the situation; Secondly, we should consider the market scope and capacity; Finally, we should consider the marketing strategy and the integration of all aspects of the company's resources.
As mentioned above, Kangzhiling products are well-known in the market for their unique functions of analgesia, anti-inflammation, bacteriostasis and desensitization. When the product was upgraded and promoted nationwide, although the brand core value of "Healthy Tooth Expert" was refined, and the brand visual symbol with certain impact was specially designed, the advertising time of middle-aged and elderly tooth-fixing toothpaste was not appropriate because of the biased choice of market entry point. Therefore, we must systematically reflect on the previous marketing planning.
After determining the marketing direction for the mass market, the repositioning of Kangzhiling products has become a key point to be solved urgently. What is the antonym of "dental health"? When the company held a brainstorming seminar on Kangzhiling brand, the planner mentioned the advertising slogan "Problem Tooth Expert", which was more vivid and easier for consumers to understand when communicating with market personnel before, and was immediately highly recognized by the staff of the cooperative advertising company. The creative personnel of the advertising company who have a deep understanding of the historical origin of Kangzhiling brand further suggested that Kangzhiling toothpaste can actually care for sick teeth and oral cavity, so "Kangzhiling is used to treat bad teeth." The advertising slogan in one go is in sharp contrast with the subtext of acrobatics that "good teeth are due to the use of Kangyaling", and it bounces back a wonderful pipa, which makes the top market positioning of Kangyaling brand jump out.
Come to think of it, for a long time, the ridicule of "foreigners go to the dentist, and China people rely on toothpaste to treat their teeth" has profoundly revealed the helplessness of the people in China and the current situation of the oral care market. According to the research report published by shanghai journal of stomatology Journal Research Institute, at present, the incidence of dental caries in China is 45%, the proportion of adults with periodontal problems in different degrees is 97%, and the population without dental plaque is less than 1%. 90% of the minors below 15 still have periodontal health problems. For China people, 55% of tooth loss is caused by periodontal disease. It can be seen that the market capacity of problem teeth covers almost all consumer groups of toothpaste products in a sense, and the judgment of problem teeth itself has a solid scientific basis.
After further collecting relevant information, we found that in recent years, many developed countries have generally carried out the 80/20 oral care campaign, with the goal of making every citizen still have at least 20 intact teeth at the age of 80, thus effectively ensuring the healthy quality of life of citizens. Radical propaganda materials even point out that the ultimate goal of human cleaning, whitening and caring for the mouth should be to have a strong tooth for life. Based on comprehensive information, the future development direction of Kangzhiling brand has been clearly presented. On this basis, we have systematically combed the product line structure of Kang Zhiling, which can be divided into the following categories: tooth protection, anti-inflammation, hemostasis, analgesia and desensitization, whitening and refreshing, and moth-proof repair. Tooth protection, [108g Kang Zhiling protects gums.
At this point, Kangyaling is no longer the finishing touch, and its brand value route has been extended from focusing on [teeth-fixing for middle-aged and elderly people] to the market scene of [teeth-protecting for all consumers], and then further enlarged, forming a three-dimensional integrated solution for various dental problems-oral care products and brands with special effects!
Of course, in addition to systematic planning and combing, it is also necessary to materialize the information chain in brand communication performance and marketing promotion, and highlight the differentiated personality and characteristics of the brand, so as to promote purchase and finally realize effective demand. In terms of communication performance, the new version of "gingiva protection and tooth fixation" inherits the concept of tooth fixation, and at the same time reaches the technical core of Kangzhiling toothpaste products that are unique in the industry for decades. It is the main component of [eugenol for dental use] extracted from lilac, and it is regarded as a unique sales proposition. It uses young, fashionable and fresh civilian young men as image spokesmen. First of all, through a group of X-ray photos of problematic teeth, plus some horrible appeals, the audience will pay attention to their own europium teeth problems. Then the concept and selling point of the product are expounded with surging, beautiful and pure clove petals, thus vividly deducing a dramatic drama of brushing teeth: "Is there something wrong with your teeth?" The answer given after heuristic inquiry is: "The teeth are not good, use Kang Zhiling!" Stand away from yourself and don't be blown by the autumn wind. Excellent advertising creativity, advertising performance and advertising language are not only concise and clear, but also have infinite kinetic energy, making it a fashion word for word. Coincidentally, at present, when Kang Tooth Ling's advertisement of "Protecting Gums and Fixing Teeth" as one of the core communication points is broadcast, Tang Lei's first song "Lilac", a famous music song, is flowing in bustling cities and ordinary villages. Can Kang Tooth Ling with deep potential become another dark horse after Harbin Xiao Sheng Institute and Guangxi Aoqili Co., Ltd. successfully cultivated Tianqi brand in China daily chemical industry?
Please visit Trust-Mart, Carrefour, Metro, Wal-Mart, Tesco, Dafuyuan, RT Mart, Beijing Hualian, Century Lianhua and other mainstream stores all over the country, and then look at the marketing and sales of Kangyaling products in small and medium-sized supermarkets and shops all over the country. I'm sure you have a good idea.