Enterprise marketing strategy analysis and case study?

The demand for case analysis arises with the change of market and the development of users' needs. Then the following is the relevant content I have compiled, hoping to help you.

One:

The fastest speed in history, Watsons.

Top three categories of sales

Title variety shows detonate brands and topics. From 20 15, I noticed that the titles of Jiangsu Satellite TV's ace programs Super Team, Fight for Her and The Masked King of Songs are all leaves. Relying on the first-line satellite TV to detonate brand awareness and topicality, relying on the title of variety shows to constantly build brand personality and spread brand connotation, this is the all-round and multi-dimensional brand communication blueprint drawn in the first leaf of 20 15.

With the popularity of Ye Yi, Super Team, Fight for Her and The King of Masked Songs, the brand of Ye Yi is widely known, and its brand concept of "freshness and liveliness" has gradually taken root in people's hearts. From "Fresh Power" in "Super Team" to "Fighting for Her" focusing on warmth and love, I put forward the wisdom and ingenuity of "Fresh Mask, Let Love Live". Finally, with the help of Jiangsu 20 15 main program, I sang "Fresh Mask, Show Your Face and Become King".

The fastest speed in history, Watson's category sales in the top three. On August 20 15, Ye Yi won the Watson Health Beauty Award "Best Popular Mask Award". Yiye has been listed in Watsons for only 8 months, and it has reached an average monthly retail sales of nearly 30 million.

Yiye is a brand-new mask brand launched by Kans 20 15. Shanghai Kans Cosmetics Co., Ltd. was established in Shanghai, China in 2002. With the spirit of pluralism, optimism, innovation and adventure, it has developed in an all-round way in emerging channels such as Watsons, department stores, SHOPPINGMALL, top 100 chain stores and e-commerce, and its sales have hit record highs. It is a representative omni-channel marketing enterprise in China at present.

20 14 Jiangsu satellite TV's "If You Are the One" was named 240 million, and 20 15 "If You Are the One" was named 500 million. Because Kans thinks TV media is the best sales platform!

Shanghai Kans Cosmetics Co., Ltd. said: Based on the strategic cooperation of Ye Yi brand, Jiangsu Satellite TV has given the greatest support: the highest-level planning team, tailor-made rights and interests, professional over-valued resource allocation, and maximized implementation cooperation, all of which show a professional and caring style.

In the end, Jiangsu Satellite TV, with Ye Yi as the base camp of brand strength, achieved excellent communication effect. Both brand awareness and consumer recognition have been greatly improved, and they stand out from the domestic masks.

Two:

Three cases tell you how to play sad marketing.

From time to time, the cold snap of spring swept over the body of the ragged blind old man on the street corner. There is a sign in front of the old man that says "Blindness since childhood". Passers-by were in a hurry and indifferent, and no one gave the poor old man any charity. Byron, an English poet, passed by and saw this scene. He squatted down gently and added a sentence on the sign with chalk: "Spring has come, but I can't see her." After the poet left, a miracle appeared, and people donated money to the old man. The old man was very surprised.

"Spring has come, but I can't see her." This sentence inspired people's sympathy and made people lend a helping hand.

"Mencius told the son" said: "Everyone has compassion." Seeing others suffer is like suffering ourselves, and compassion drives us to help others. In ancient times, people's ability to prevent disasters was very low. Faced with great disasters and pains, people often feel fear and despair. The only thing they can do is to help each other in the same boat, care for each other, share the pain and misfortune of others and help others tide over the difficulties. In this way, sympathy has gradually developed into an innate virtue of human beings.

Compassion is the cornerstone of human morality. William Bennett, an American educator, pointed out in his book Virtue that if courage is to stand with others when they face difficulties, then sympathy is to stand with them when they feel sad. Compassion is a reality that takes others seriously, not only his living conditions, but also his inner world and his feelings. It is a positive attitude to form a partnership with people in trouble or misfortune, support them and share their worries.

The Physiological Basis of Compassion —— Oxytocin

Neurophysiologists have found that oxytocin secreted by human brain is a hormone related to the establishment of emotional connection and affection, which can calm the nervous system and make people have positive emotions. Scientists let subjects watch the story of a little boy with cancer. During the viewing process, oxytocin was detected in the brain of the subject, and the amount of oxytocin produced was related to the degree of sadness of the subject.

* * * Emotion, also known as empathy and empathy, refers to being able to put yourself in others' shoes and experience their inner world, which is a basic skill of modern psychological counselors.

Oxytocin can not only improve people's sympathy, feelings and emotions, but also make people more generous, tolerant and trusting, reduce fear and help people maintain healthy interpersonal relationships. Scientists found through experiments that compared with the control group, the experimental group affected by oxytocin donated more money to charity organizations. If this chemical is suppressed in someone, he will show a more selfish personality.

If the marketing activities of enterprises can make people's brains release oxytocin, people will feel that this brand or product is more credible, so it is easy to establish a trust relationship.

Sad marketing case set

There are many ways to manage compassion. Jiaduobao's "sorry" style, WeChat charging incident and the rise of Mengniu are all wonderful and worth learning and learning from.

Case 1: Jia Duobao's "Sorry" Style

It took Jiaduobao 10 years to build the leased trademark "Wang Lao Ji" into a famous herbal tea brand in China. As the right to use the trademark expires, it should be returned to GPHL. After returning the trademark to Guangzhou Pharmaceutical, in order to continue the previous image in the minds of consumers, Jiaduobao hinted to consumers through copywriting skills that today's Jiaduobao herbal tea is the previous Wang Laoji herbal tea, but this vague rhetoric of "scratching the ball" was sued by Guangzhou Pharmaceutical. 20 13, 13 In June, the court ruled that Jiaduobao stopped using propaganda terms such as "Wang Lao Ji changed his name to Jiaduobao" and "the leading red pot herbal tea in China changed its name to Jiaduobao".

Seeing that the general trend has gone, what should the marketing team of Jiaduobao do?

The traditional practice is nothing more than denouncing the unfair competition of GPHL from public opinion, playing word games instead of advertising words to continue propaganda, counterclaiming GPHL's monopoly hegemony from the law and announcing an appeal. However, ordinary people don't care who is right or wrong, and they don't care about market competition-these things are so boring!

On February 4th, 20 13, 14, Weibo, the official of Jiaduobao, began to "burst into tears" and repeatedly cried to Weibo for four times, indicating his position in the form of "sorry". There is a sentence on every picture of "I'm sorry", and there is a crying baby on every picture.

I'm sorry! It took us 17 years to make China herbal tea the only brand comparable to Coca-Cola.

I'm sorry! It is our incompetence. We can sell herbal tea, but we can't go to court.

I'm sorry! But we are born at the grassroots level and are the genes of private enterprises.

I'm sorry! It is because we are too selfish to lead the national sales for six years in a row, to help our competitors build factories, to improve channels and to grow rapidly. ...

The four pictures of Jia Duobao's "Sorry" are ironic, ostensibly an apology and self-mockery, but actually a cry of injustice and * * *. This way of showing weakness to the public, showing strength to opponents and exposing scars with a smile immediately won public sympathy. In less than 2 hours, "Sorry" quickly became the "king of the screen", which was forwarded more than 40,000 times and received more than 1 10,000 comments.

The picture of Jiaduobao "screaming" Weibo this time is a classic. Crying babies are full of grievances, which makes people feel pity instantly. Many netizens shouted "Baby, come on!" Slogan.

After Jiaduobao launched "Sorry", GPHL launched "It doesn't matter", Coca-Cola launched "It's all my fault", Pepsi launched "Stop it" and netizens launched "It doesn't matter", which was very lively and achieved good results.

Case 2: "WeChat charging" incident

To attract users, WeChat needs market enthusiasm, so that the public can continue to pay attention and keep talking. How can we achieve this goal? Creating a topic of "WeChat charging" will attract many people's opposition, there will be a lot of discussion and excitement, and the media will spread it for free, which will definitely attract public attention.

At the beginning of 20 13, the topic of "wechat charging" created by Tencent seems to be "known to everyone on earth". In the WeChat circle of friends, QQ group, Weibo, forums and other occasions, there are rumors and discussions about WeChat charges everywhere. Many people are denouncing communication operators and supporting WeChat. Operators have become the target of public criticism, while Tencent has changed from a "public enemy" in the Internet industry to a weak one who needs sympathy and protection.

In fact, no communication operator has ever said that it will charge for WeChat, but Tencent itself is "worried" that operators will charge. The user has paid the mobile data traffic fee to the operator, and it is absolutely impossible for the operator to charge the "WeChat fee" to the user; Even if it is charged, the operator will charge Tencent, or Tencent will charge users. But Tencent just doesn't explain "who will charge" and "whether to charge users". Tencent executives said: "As a basic service, WeChat should not charge extra because users have already paid the most basic traffic charges." In fact, this statement may mislead the public, making people feel that Tencent does not want to charge, and some people force Tencent to charge users twice. In this way, the public's cognition becomes: operators want to collect users' money, and everyone should unite to fight against operators and stop them from charging.

Tencent pushes operators to the opposite side of the public through "weakness" and attracts a large number of aggrieved users to oppose operators for themselves; As a "weak person", I won everyone's sympathy. Whether it is true or not, whether it is successful or not, the unforgettable experience of the majority of users and Tencent * * * fighting against the "monopoly devil" will greatly enhance their feelings and usher in another explosive growth in the number of WeChat users.

Case 3: Mengniu "shows weakness" to its opponent.

1999, Niu Gensheng founded Mengniu. At that time, the first brand in Inner Mongolia dairy market was Yili, and Mengniu was unknown. Want to improve the popularity of Mengniu, can only surprise. Taking Yili as a benchmark, Mengniu launched the slogan of "striving to be the second brand of dairy industry in Inner Mongolia" to let consumers know Mengniu through Yili, giving people the impression that Mengniu seems to be very big.

1 April 9991day, Hohhot citizens woke up and found that more than 300 billboards on the main streets of Hohhot were all advertisements of Mengniu: "Learn from Yili, strive for national industry, and strive for the second brand of Inner Mongolia dairy industry!" A stone stirs up a thousand waves, and "Mengniu" has become a hot topic among Hohhot citizens. People remember Mengniu, and also remember that Mengniu is the "second brand of dairy industry in Inner Mongolia". On may 1 day, while people were discussing the afterheat of Mengniu, more than 300 billboards of Mengniu in Hohhot were smashed beyond recognition overnight, and the case was finally solved, but Mengniu once again attracted the attention of the whole society through this incident.

Billboards can be smashed, but if advertisements are printed on product packaging paper, opponents should be helpless. As a result, Mengniu printed the words "Strive for national industry and learn from Yili" on the packaging of ice cream.

Niu Gensheng started from scratch, and suffered from the difficulties and repression of his competitors. He forcibly tied up the industry leader, taking advantage of the boss, and at the same time won the sympathy of public opinion as a "weak person" and fought his way out in the heavy encirclement and suppression.