Enterprise marketing environment analysis and case example

Around its own brand positioning, the Red Bull Campus Brand Manager Rising Star Competition is committed to providing a marketing training and combat platform for college students, making Red Bull the first starting point for their careers.

Read the code of Red Bull Campus Marketing

1. Create value with college students***

Consumer participation. Taking the Campus Brand Manager Rising Star Competition as a platform, Red Bull understands college students through them and lets them communicate with them. In the design of the competition, Red Bull pays attention to letting participants give free play to their ideas. The sales competition adopts real sales scenarios and adopts a real battlefield approach, so that college students can personally participate in the market and market the products by their own strength. This is a great test for the participants, but it is precisely because of this system that the participants are able to participate wholeheartedly. For these young and energetic college students who dare to challenge, the real battle can attract them to devote themselves to it, take the initiative to create, and take the initiative to participate in the value creation process of Red Bull.

The Red Bull Campus Brand Manager Rising Star Competition is essentially an activity that Red Bull invites consumers to complete together, with Red Bull providing the platform and guidance, consumers taking the initiative to participate, and both sides deepening their communication, so that the spirit of the Red Bull brand is y rooted in people's hearts, and the value of Red Bull's brand is emphasized and spread. For the university students who participated in the competition, they had fun and grew up, and learned something that would be beneficial to their future work, while the winner was also awarded a Red Bull OFFER, and for Red Bull, the competition not only spread the brand value of Red Bull, but also deepened the cultivation of the campus market by Red Bull. This is a two-way process, but also a *** win, both sides have essentially completed a value *** creation process.

Brand experience. Now the young consumers have long been not the parents of the material generation, they are pursuing spiritual fulfillment and pleasure, which is the inspiration for enterprises to create brand experience, so that consumers consume products is no longer simply consume material, more is immersed in the brand to bring a unique experience, and the red bull to create a ? Focus, passion, challenge? experience. To create a brand experience, the core is to find consumers and brand fit, through a series of activities to connect consumers with the brand, through a unique brand identity, distinctive brand personality, rich brand associations, a variety of brand activities to allow customers to experience the brand value of the enterprise wants to convey, so as to establish a strong relationship with the brand, to achieve a high degree of brand loyalty.

As the market leader in functional beverages, Red Bull is facing imitation or challenges from brands such as Dongpeng Special Drinks, Qili, and Lehu. Red Bull pays close attention to consumers' experience needs. Red Bull represents energy and passion, challenge and personality, and a series of campus marketing activities of Red Bull are deepening this brand perception. A series of campus marketing campaigns have deepened this brand awareness. Cell phone for Red Bull? school season? and? Campus Brand Rising Star Competition? and Campus Brand Rising Star Contest, Red Bull has allowed its brand to penetrate into the daily lives of college students. For those college students who participated in the Red Bull brand activities, the participation experience will leave a mark in their hearts, Red Bull for them, has been a period of youth, vitality and creative memories, is a kind of struggle, struggle, the symbol of the challenge, Red Bull so that they have gained the university hours of valuable practical experience, is their mentor and friend.

2. Establish a Red Bull brand community

A brand community is a community that is linked by consumers' emotional interest in the brand. Consumers because of their outlook on life, values and interests and the brand characteristics and spirit of the match, and then let consumers from the bottom of the heart to identify with the brand, and then consumers organized to form a kind of worship or loyalty to the brand. The formation of brand community is a kind of recognition from the heart of consumers, its foundation is the point of fit, once the formation of brand community, consumers will burst out a powerful force, Harley Owners Club is a typical example. For consumers, the brand community allows consumers to get more information and share information and emotions; for companies, they can get feedback through the brand community, and can continue to widely influence the perception and behavior of community members to win greater trust and attract more high-quality consumers.

Brand associations related to Red Bull include challenge, energy, and limit, etc., and the ?90s? college students are a group of people who are brave to challenge, love freshness, reject mediocrity and crazy youth, and a group who pursue fashion, insist on yearning, pursue individuality and independence and brand loyalty. The perfect fit between the two is easy to form a kind of brand community, therefore, the university campus has the basis for creating a Red Bull brand community.

The establishment of a brand community cannot be separated from the efforts of Red Bull and many consumers, Red Bull through a series of activities and competitions greatly publicize the brand value of Red Bull concept, ? Cell phone for Red Bull? The campaign has reminded the public of Red Bull's brand values, and has been a great success. The Red Bull brand community is built on the efforts of Red Bull and many consumers through a series of activities and contests. The Red Bull brand has been recognized as a leader in the world of mobile phones. The Red Bull School Starting Season? The Brand Manager Rising Star Competition provides a sincere help to college students. The Brand Manager Rising Star Competition provides a real platform for college students. Each event brings a lot of topics for discussion in the university and society, and these activities and topics help Red Bull successfully build a good reputation in the university. Events such as the Red Bull Campus Brand Manager Rising Star Competition allow participants to get y involved, enabling them to have a better understanding and deeper identification with the Red Bull brand spirit. These participants not only naturally become part of the Red Bull brand community, but are also likely to become key opinion leaders of the Red Bull brand community in the university, and a key influence on other university students.

3. Promote corporate social responsibility

In modern society, corporate social responsibility has been y rooted in people's hearts, in addition to some regular charitable activities, once a disaster occurs in a certain place, in need of help, a lot of companies will give generously, Red Bull never lagged behind in this kind of corporate philanthropy, insisting on assuming its social responsibility.

Red Bull's campus marketing activities also highlight Red Bull's sense of social responsibility. For example, Red Bull's ? The Red Bull Mobile Phone for Red Bull? activity allows college students to recognize the danger of cell phones to the classroom, college students enthusiastically participate in the activities, from learning what is meant by focus, what is meant by respect. The Campus Brand Manager Rising Star Competition is a? The Campus Brand Manager Rising Star Competition is a public welfare program for college students' career guidance. that provides a real workout, a real workplace experience, and a real striving process for college students. Such an experience is invaluable to college students who are relatively inexperienced in practical experience.

Corporate Marketing Environment Analysis and Cases II

Fangshuo: Culture of exception or culture of exception?

The cross-border mashup of Fangshuo and Exception

Fangshuo and Exception are two relatively independent commercial brands made by Mao Jihong: the former mainly focuses on books and was founded in November 2011, and has opened experience stores in top commercial centers in Guangzhou, Chengdu, Chongqing and other places; the latter is a Chinese modern clothing, founded in 1996, and currently has about 100 brick-and-mortar stores, with annual sales of 1 billion yuan. Annual sales of 1 billion yuan. Combination of the two, Fangshou inside the sale of clothes, outside with books, and then mix and match with coffee, plants and other foreign designers of more than 20 brands, on the dense and together for the Mao Jihong often emphasize the external? Aesthetic life? Or? Chinese values.

Undeniably, from the point of view of clothing brand communication, the exception of this mix and match cross-border mode undoubtedly has quite innovative. This innovation coupled with the product itself a certain temperature, and even intentionally or unintentionally attracted the favor of the first lady, and borrowed the latter national brand and star brand double leverage, ingested a huge amount of consumer mind resources, so that the exception of the clothing skyrocketed. Even the square, also seems to become a book culture in a kind of ? Exception? According to Mao Jihong's statement, when all the book channels are under the pressure of micro-profit or even loss, and have to follow the iron law of low-cost operation, the former is capricious and high-flying, the first store opened in Guangzhou TaiKoo Hui such a top business center, and? Two years later realized a profit?

However, is this really the case? As we all know, the monthly rent of Taikoo Hui is generally about 1,900 yuan per square meter, according to the official data released by Fangshuo, its Guangzhou store has a total area of more than 1,800 square meters, of which Fangshuo books occupy 500 square meters, the turnover accounted for 35% of the total amount of 2014, therefore, in 2014, Fangshuo book income should be 21 million yuan. As the price of books is more transparent, the general channel gross profit is 40% of the yardage price, and the preliminary conclusion is that the gross profit of Fangshuo's books in 2014 is about 8.4 million yuan. From this projection, even without taking into account other costs, Fangzhuo book business is still in the red.

This loss is bound to be paid by the exceptional clothing or other foreign designer brands. In other words, Fangzhu can't survive as a standalone bookstore yet, and must rely on the former. So, at least for now, Fangzhuang is not the exception to the rule, and that's something all cultural investors should be aware of.

Fangshang has become a cultural symbol of the exception

Of course, if you only see Fangshang as a brand culture extension of the exception, or just a brand communication means of the exception, again, it is extremely successful. According to the relevant data, the total turnover of Guangzhou Fangsho's exceptional clothing and other brands in 2014 was about 39 million yuan, and the cost of store rent plus other costs such as labor and the loss of Fangsho's books, even if there is a profit, it is not optimistic. But such financial data, if you look at it only as a volume of nearly 1 billion yuan, but never spent a penny on advertising exception clothing of a kind of advertising? Positive cost? It is undoubtedly a super-successful model among all brand communication cases in China. Advertising does not cost money or even make money, in addition to the exception clothing, the current domestic enterprises can do or very few.

What's more, taking into account the fact that exception clothing relies on the mainstream ideological culture, through? Profit-making business center as usual to support the micro-profit cultural projects? The discourse created by this contradiction has created a huge news effect in the field of social and commercial culture, as well as the fact that Fangzhuang as a kind of cultural pop? itself brings consumers a brand new experience seemingly without any utilitarian intention, the strategic role of spreading and enhancing the cultural image of the exceptional clothing brand is more than any financial data can assess. We vaguely see the Korean brand, Japanese brands face their own brand weakness when turned to? Culture first? The body of the figure.

The end of value: from the dissemination of culture to the creation of culture

It is worth waking up just to carry Japan and South Korea, and even the United States, such as Disney's brand? pioneer culture? in which generally carries a distinctive value orientation and cultural personality, and the exception clothing in the ? Fangshuo culture? Although there is no lack of yin and yang, reality, contradiction and? The culture of Fangshuo is also characterized by yin and yang, emptiness and reality, contradiction, and the use of uselessness. and other holistic and dialectical cultural images that represent Chinese culture, it contains more of the kind of ostentatiousness described by Rembrandt, an early English writer. Obvious consumption? and? obvious idleness? of the? The idle class? lifestyle.

Of course, the exception is, after all, only an artistic brand, a commercial?

Of course, exception is only an art brand, and is commercially non-mainstream. But in any case, the current cultural form presented by the Fangzhuang should not and will not become an exception to the mainstream culture? Mainstream culture? and it is not the mainstream culture of Chinese clothing. mainstream culture?

Japanese scholar Takahiro Fujimoto has manufacturing enterprise capability system is broken down into three levels: core competitiveness (i.e., the system organization capabilities, including the ability to provide lower cost than competitors, higher quality and shorter delivery time of the product manufacturing capacity, through the production site improvement activities or the development of new products, and constantly improve the production process and improve the level of self-improvement capabilities, continuous learning of the evolution of the ability)? Evolutionary capability of continuous learning)? Deep competitiveness (production efficiency, production cycle, development cycle, product qualification rate)? Surface competitiveness (product external design, price, channel efficiency, advertising), the three levels of competence system also applies to the exception apparel. As long as Exception still wants to represent as an apparel brand? Chinese value. to the international market, it should continue to strengthen the above? Chinese Exception

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