Typical marketing case analysis?

From the 1990s to the new century, this decade has witnessed the fastest development of marketing in China, and many great marketing cases have been born. They h

From the 1990s to the new century, this decade has witnessed the fastest development of marketing in China, and many great marketing cases have been born. They have made an enterprise, a brand or changed the rules of market execution in one fell swoop, so let me take a look at them with readers.

one

ALS "Ice Bucket Challenge": A Public Welfare Virus Sweeping the World

The rules of the game are simple: participants only need to pour a bucket of ice water from head to toe, or donate $ 100 to the American ALS Association. Those who have successfully completed the challenge can publicly name three people to take part in the challenge. The named people can either take part in the challenge within 24 hours or donate $65,438+000 to the American ALS Association to continue the relay.

Within two weeks, the ice bucket challenge swept the United States and became a hot topic on social media. Facebook founder mark zuckerberg, billionaire Bill Gates, Microsoft CEO Nadella, Apple CEO Tim Cook, basketball stars, celebrities and other celebrities participated. ALS soon entered the American public eye.

In China, after accepting the challenge, Lei Jun announced through his official Weibo that he would donate US$ 100 to ALS Association of the United States and RMB 654,380+000 to ALS project of "Care Fund for Rare Diseases of Porcelain Dolls" in China. Lei Jun's 65,438 yuan+0,000 yuan is probably the largest single donation received by the porcelain doll care center for rare diseases in the past six years. During the one and a half days when the Ice Bucket Challenge entered China, porcelain dolls received more than 40,000 yuan in donations.

The success of the "ice bucket challenge" is self-evident, and the summary of the event is also a dime a dozen. The creative core summary of this activity has three enlightening points: first, it should be simple enough to minimize the cost of participation; The second is to be interesting and increase interest in participation; The third is to show off, in addition to giving participants a stage to show off, we should also set up ways to guide them to show off.

2. Jing Shiling's "The Most Beautiful World Cup": the most fashionable virus.

On July 8, it was the hot moment when the World Cup entered the fight. A group of European supermodels collectively launched the performance art of "the most beautiful World Cup" in Paris, shouting "We are the best", calling for reflection on the social problems caused by the World Cup, and asking men to look up from the World Cup and pay attention to their partners! The "most beautiful World Cup" worth nearly 10 million euros was unveiled at the same time.

Brother Gao Qiang's action swept the Paris Fashion Week, and even China superstar Carina Lau and others expressed their support for this appeal. European Times, Yahoo and other major authoritative media in the world reported headlines, focus, special tracking, etc., which quickly caused a sensation around the world.

On July 10, Xinhua News Agency issued a document: French beauties launched the "most beautiful World Cup", calling on men to pay attention to their partners. Domestic media have reprinted reports. According to official information of Sina Weibo, the topic # The Most Beautiful World Cup # quickly entered the top three hot topics list. In just two days, the number of followers has exceeded 50 million, making it one of the hottest topics in July.

On July 12- 14, beautiful women from Beijing, Shanghai, Guangzhou, Qingdao and other cities collectively appeared on the streets in response to the "most beautiful World Cup". At this point, Jing Shiling's "Most Beautiful World Cup" successfully incited social attention, and the topic of "Most Beautiful World Cup" continued to ferment, and the "Most Beautiful World Cup" cup worth 10 million yuan also attracted widespread attention.

Since then, Jing Shiling once again announced that the "Most Beautiful World Cup" will make its debut in China at the "Jing Shiling Caibao Fashion Festival" held on August 15- 17. The public's attention to the "most beautiful World Cup" suddenly turned into attention to the Jingshiling brand and the Jingshiling annual competition.

Breaking through conventional methods, operating globally and skillfully using the "World Cup" are the most commendable places in this marketing war. It turns out that in one of the most eye-catching sports events in the world, countless brands have invested huge sums of money to compete for the stadium, the stars and the sponsorship. This is an almost * * * white-hot marketing battlefield; Jing Shiling, on the other hand, opened up a "World Cup for Women", which stood out from the world that should belong to men, sports and sports, and successfully focused on social concerns. The equation of "Fashion Week+Supermodel+Superstar+High-priced Jewelry+World Cup+Love+Controversy" put forward by Jing Shiling has aroused great repercussions based on the unique perspective of reflecting on the social events of the World Cup, which is reasonable.

two

White plus black-for colds, black and white.

1995, the sales of "White Plus Black" exceeded1600,000 yuan only after 180 days of listing, which divided the market share of 15% in the crowded cold medicine market and became the second brand in the industry. It is a miracle in the history of marketing communication in China, and this phenomenon is called "white plus black" shock.

Generally speaking, in a homogeneous market, it is difficult to find a "unique sales proposition" ***USP***. There are many similar drugs in the cold medicine market, and the market has been highly homogeneous, so it is difficult to make a substantial breakthrough in both Chinese and western medicines. Contac, Livzon, Sanjiu and other "big names" occupied a piece of land only by virtue of a strong advertising offensive, while Gai Tianli, a pharmaceutical company with weak strength, came from behind in just half a year. The key lies in its brand-new product concept.

"White plus black" is a good idea. It seems simple, but cold medicine is divided into white tablets and black tablets. The sedative "chlorpheniramine" in cold medicine is put in black tablets, and others are not done; Actually, it's not simple. Not only is it very different from competitive brands in appearance, but more importantly, it conforms to the lifestyle of consumers and achieves the strong communication effect of Lenovo.

With the help of advertising companies, "white plus black" has determined a simple and clear advertising slogan: "Treating colds, black and white", and the core message of all advertising communication is "Eat white films during the day, don't sleep; Shoot black films at night and sleep soundly. " The product name and advertising information clearly convey the product concept.

three

Melatonin-Calling China Gift Market.

In China, anyone who mentions "no gifts for this year's holidays" can give you a hard time saying "only melatonin is accepted as a gift". Melatonin became the first representative of China gift market.

Sleep problem has always been a difficult problem for middle-aged and elderly people, and people who lack sleep due to insomnia abound. According to statistics, at least 70% of women in China don't get enough sleep, and 90% of the elderly often don't sleep well. The "sleep" market is so big. The functional localization of melatonin is accurate. However, after the health care products market in China reached its peak with the concept of nourishing blood and the concept of "harmonizing stomach" with the concept of "three strains of oral liquid", the concept of melatonin could not rise rapidly when health care industry's reputation fell to the bottom.

However, melatonin, as a single variety of health care products, was quickly launched into the market in a very short time, ranking the throne of China, health care industry, five years ahead of health care industry, China. The most important factor of its success lies in finding the axis concept of "gift giving".

China, the land of etiquette. There are dozens of gift-giving behaviors, such as visiting relatives and friends, giving gifts to patients, public relations gifts, wedding gifts, subordinates giving gifts to superiors, young people giving gifts to elders and so on. How big the gift market is. The key to the success of melatonin lies in its positioning in the huge gift market. It benefits from the principle of "positioning first" in a preconceived way, and takes the lead in clearly positioning itself as a "gift"-leading the consumption trend with gift positioning.

four

Nongfu Spring is sweet and happy.

During 1998, Wahaha, Robust and many other drinking water brands were in full swing, but in front of Wahaha and Robust, Nongfu Spring, which just debuted, was weak. In addition, Nongfu Spring only takes water from Qiandao Lake, so the transportation cost is high.

Nongfu Spring cut into the market at this time and resisted the impact of many foreign domestic brands in just a few years, ranking among the top three in the industry. One of the factors of success lies in its differentiated marketing, and the direct expression of differentiation comes from the concept of "a little sweet"-"Nongfu Spring is a little sweet".

Is Nongfu Spring really a little sweet? Not exactly. USPS, this is just a conversation. It is just a concept of marketing communication.

The water of Nongfu Spring comes from Qiandao Lake, which is collected from many mountains. Qiandao Lake is a sweet spring after self-purification.

But how to make consumers intuitively and vividly understand the "origin" of Nongfu Spring and how to form a beautiful "Ganquan" impression? This requires a simple and vivid concept of marketing communication.

"Nongfu Spring is a little sweet" does not require that the water must be a little sweet. Sweet water is synonymous with good water, just like coffee is bitter, but Nestle coffee says it is delicious, which means it is good coffee. There is a word in Chinese called "sweet spring", which means sweet water. "Sweet" not only conveys good product quality information, but also directly reminds people of sweet and refreshing spring water, which will naturally feel "a little sweet" when drinking.