Classic 4P strategic marketing case

For learners, learning cases is an indispensable way, because there is always something we need to learn in cases. We can find out the failures from those failed cases and avoid making such mistakes again. We can also learn the reasons for their success from those successful classic cases and learn from the winners of these cases.

? Lee kum kee? Marketing Planning of Steamed Fish and Douchi Oil

During 1994, Lee Kum Kee introduced its fermented soybean oil products for the first time. Despite all kinds of marketing efforts, the sales results are not ideal, and the sales volume has not broken through.

196, Lee Kum Kee introduced new products, steamed fish and lobster sauce, to the Hong Kong market, which was a great success, and won the bronze prize of197 Hong Kong Horse /TVB Outstanding Market Planning Award. Its advantage lies in: through in-depth market research, it found an opportunity to enter the market in the market of douchi oil with many brands and fierce competition, thus successfully developing and launching the new product of steamed fish douchi oil and opening up new market space. In the process of launching new products, through extraordinary creativity, effective integration of marketing means and perfect interpretation and combination of various promotion means, a good brand image has been established and impressive sales performance has been achieved. Its strategies and methods are worth pondering and learning from.

Research on Tax Planning Based on Marketing 4p Combination

Company A is an industrial enterprise focusing on product M, with its own distribution center and channels, and has achieved good results for many years. Product M has two processes. After the first process is completed, the unit production cost 300 yuan, the unit period cost 200 yuan, the unit production cost 500 yuan and the unit period cost 40 yuan are all completed at the headquarters of a company. Company A is a general taxpayer with an income tax rate of 33%. Company A's sales income this year is 30 million yuan, and its taxable income is 3 million yuan. Company A has designed the following marketing plan for product M from the perspective of 4Ps.

Through the above case analysis, we find that the marketing department has obvious differences between tax planning and non-tax planning for daily marketing activities. Through tax planning, the marketing department can reasonably avoid tax, reduce tax expenditure and increase the after-tax profit of enterprises, thus improving the business performance of enterprises.

Due to the complexity of China's tax system and the large scope of tax expenditure, the space for enterprises to carry out tax planning is relatively broad. Therefore, through reasonable tax planning, enterprises can greatly reduce the tax burden in marketing activities and gain a competitive advantage in cost, which is conducive to the long-term development of enterprises. The tax planning activity of an enterprise is a whole process activity, which runs through all aspects of marketing activities; At the same time, tax planning is an advanced and cooperative activity, which requires prior consultation and planning between the marketing department and the financial department. This paper only analyzes some tax planning matters in marketing activities, and some aspects are not involved in order to attract jade. In practice, enterprises can design more effective tax planning schemes according to their own actual conditions.

4P strategic marketing case of Paris mineral water in France

The annual sales of French Paris mineral spring soda in the United States rose rapidly from the initial $6.5438+0 million to $80 million, and then declined slightly, maintaining a stable sales trend. Although the import of American mineral water is decreasing, Paris mineral water still accounts for 80%. At the same time, in the bottled mineral water market with annual sales of $225 million, the share of Paris water is as high as 29%, and the whole market is growing at a rate of 9%.

Because it opened up a new leader in the soft drink market, it shocked almost everyone, including the Paris water management, and attracted competitors from countries and regions. Due to economic relations, consumers no longer have so much spare money, and the upsurge of mineral water has passed, so they can no longer make extensive use of word-of-mouth advertising and publicity. Faced with such a fierce competitive environment, Paris Water must reconsider the marketing of its products. The advertising company suggested that Paris Water redesign its advertising plan to restore its past popularity.

Through the re-integration of products, prices, channels and promotions, the sales of mineral water in Paris rebounded rapidly, and the turnover even exceeded the best time before. From this perspective, if a product wants to carve up the market, quality alone is not enough. It is necessary to carry out various reforms at the same time to cater to the market and consumers in order to become the final winner.

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