Online marketing case study?

Case studies are an effective way for companies to understand how their products operate in the marketplace. However, wrong or inappropriate case study method will produce misleading information, and may lead to biased marketing online marketing strategy. Then the following is my organization, just follow me to see it, I hope to be able to help.

A:

Liu Jia: marketing case Stormhoek sparrow into a phoenix

Introduction: the birth of the enterprise blog has been several years, with some successful use in Europe and the United States, the domestic some forward-looking enterprises are also in the process of carrying out or ready to carry out enterprise blog marketing. Liu Jia has sorted out the scattered cases of enterprise blogs in China, in order to look forward to providing reference and help to the domestic enterprise blog marketing.

This issue introduces Stormhoek Wine Company's case of expanding its popularity and successfully developing its market through blog marketing; at the same time, it adds that the domestic Pei Pei Café Reunion copied this case and used it domestically, and also achieved good results.

Attributes: Foreign - SMEs - Successful Cases; Domestic - SMEs - Successful Cases

Case Description:

Stormhoek Wine Company is a small company in the UK that produces wine, and the company has rapidly expanded its product awareness and opened up sales through the company's blogs. Stormhoek is a small business with little money and therefore no advertising in the UK. But Stormhoek relies heavily on blogs, offering free wine from the company to 100 bloggers and spreading it around the world through their blogs. The company's corporate website is a blog, and the company's announcement claims that bloggers will receive a free bottle of wine if they meet two criteria:

Live in the UK, Ireland or France, and have been posting on the blog for at least the last three months. There is no limit to how many readers, it can be as few as three, as long as it is a genuine blog. Being of legal drinking age and receiving wine does not obligate you to post on the blog site - you can write; or not write, say good things or bad things. The title of the announcement is eye-catching: "Stormhoek: Microsoft's Real Competitor", and if you've got $400 in your pocket with nothing better to do, you've got a variety of choices, either buying a Microsoft Xbox 360 console or a case of wine. Companies that give out free wine are hoping for online acclaim, but what's unusual about the Stormhoek brand is that the virtual-world chit-chat has sparked a climb in actual sales.

Stormhoek argues, "We're honest, we're not claiming to be the best wine in South Africa, we're just telling people that the wines here are good quality and reasonably priced, and then we're asking people to say what they think."

The company used this blog to interact with the rest of the blogging crowd, quickly attracting public attention by giving out free wine to the bloggers who attended 100 dinner parties and gave feedback on their wines, thus successfully landing in the U.S. market after more than 100 days at a very low cost of 100 bottles of wine, earning product awareness and a sales market that was The product's popularity and sales market expanded rapidly. The entire marketing process cost only a few thousand dollars, and in June 2005 their wines began to hit the market, and in less than a year they exploded to 100,000 cases per year, and blog marketing has brought them a steady stream of customers.Stormhoek's case is an excellent illustration of the tremendous value of blog marketing. It can help small businesses quickly expand their product awareness at a fraction of the cost. This can be a great lesson for companies that can't afford to advertise due to lack of funds.

Stormhoek argues that blog marketing has a much deeper meaning than ordinary sales, and that it treats consumers as real people, rather than as abstract concepts or dehumanized sales targets. Blog marketing can help businesses go beyond metaphysical concepts to enhance their brand image.

Second:

The consumer demand of Chinese amazons needs to be seriously studied

Obviously, if the definition of Chinese amazons as a group of professional investors is a bit too much, they are just a kind of value-added after personal consumption. In this article, we will not study the Chinese amazons from the investment point of view, we prefer to interpret the quiet changes that are taking place in the Chinese market from the consumption psychology, consumption characteristics and demand changes of the Chinese amazons.

Ren Lijun believes that the media or netizens or are overemphasizing the investment and spending power of the Chinese amazons, in fact, if we think about it from the point of view of ordinary marketing, we will find that the Chinese amazons may be related to the whole of China's economy how to move towards the consumer-driven era of the important consumer groups.

Usually, when we do consumer research for new product launches, we tend to ignore the middle-aged and the elderly, and we don't deliberately study the unique consumer group of Chinese amazons. We more often take students and young people as the main research objects. However, when we seriously study the consumer groups in Chinese cities at all levels, we are surprised to find that China's unique one-child policy, China's unique family concept, and the working conditions of Chinese family members have made "Chinese amazons" become the core decision-making and execution layer of family consumption. Accordingly, we can think that the consumption demand of Chinese amazons is to satisfy family consumption rather than just personal consumption, and this unique Chinese family consumption phenomenon can be called the real "Chinese amazons' economics", which is worth studying.

A friend of the author's mother can be said to be a typical Chinese amah, the 80 friends to get married, he and his girlfriend in the study of how to organize a satisfactory wedding, was found by his mother, so the friend's mother even in the case of the two couples unprepared for the situation of the wedding supplies, including fashionable gold and diamond jewelry, home textiles, home appliances, and so on, and even about the two couples of the new room has been planned by the amah fashionable. Even the new house of the couple has been planned by the big mom in a stylish and innovative way, and even the decoration company has already found a good one. People will surely be surprised that this nearly 50-year-old mom can get the joy of her 80-year-old son and daughter-in-law for what she has done. As it turns out, this new-age Chinese aunt, who has experienced China's reform and opening up for 30 years, has no backward concepts but is full of new ideas, and is happy to be called a fashionable mom by her husband and wife. This is the epitome of the Chinese aunt, they love to worry, love to do, can be implemented. Careful questioning, this woman's gold and silver jewelry is to go to Hong Kong this year to buy, because Hong Kong is cheaper than the mainland of the same brand of gold and silver jewelry to a lot of home textiles is in a home textile exhibition in the Beijing National Exhibition to see the new products, and then in the Golden Week promotions to buy, home appliances are in the Suning Appliances to buy because of here online and offline the same price, cheaper than the other home appliance stores. You see, this Chinese aunt is so smart, the exhibition, the Internet, overseas purchases, etc. are used appropriately, in order to win the son and daughter-in-law satisfaction at the same time, but also able to save a lot of money, this is the new era of the Chinese aunt's shrewdness.

"Auntie economy" has become an important consumer force in China

Research has found that China's family-centered consumption has almost become the mainstream of consumption in China, and the core support of this mainstream is the "auntie economy".

When we studied the ecosystem of Chinese consumers, we found that many of China's basic and important consumption comes from "Chinese amazons", who are generally characterized by "money, leisure and mood". The fact that Chinese amazons generally have the consumption characteristics of being "rich, idle and in the mood" is an important basis for the popularity of the "Big Mother Economy". After more than 30 years of reform and opening up, many Chinese amazons have savings, and become the backbone of the family after retirement, coupled with the fact that they generally get married earlier, and after their children go to work and get employed, they are basically in the age group of 50 years old or so, which is not the "sunset" stage as traditionally perceived, and can even be called the "right age of life". They can even be called in their prime years of life. Therefore, Chinese amazons not only have unique consumption needs, but also have unique insights on how to run a family. Moreover, the work pressure of young people in China makes them less inclined to take care of their families, which also gives Chinese amazons a broad space to perform. It is based on this analysis that we believe that "Chinese mothers" will inevitably be pushed to support the social consumption of an important force.