Cross-border marketing case study

Beer and clothing, real estate and luxury goods, Coke and music ...... These seemingly unrelated products through the cross-border marketing win-win situation, get a strong combination of brand synergies. These classic cross-border marketing can be called "the mouse married to the cat", only can not think, not do. So I'll talk to the readers to learn more about it.

A

Cultural crossover, Star River Bay jumped out of the real estate to sell real estate

When the physical attributes of the product differences gradually wiped out, the competition between culture and branding has become a competitive killer characteristics. At the cultural level, cross-border is a very effective choice, mainly through the grafting of cultural borrowing on the product to enable the product, to enhance the product's brand value of the way.

A high-level real estate Star River Bay advocates the concept of "jumping out of the real estate to sell real estate", has been doing the cross-border marketing. Since the day Star River Bay Real Estate appeared, Star River Bay is committed to cooperation and communication with high-class brands, to create a top-class living atmosphere for owners, and ultimately became a community of high-class people and luxury brands across the border convergence. It has hosted countless domestic and international celebrities and organized numerous brand events. Philip Kotler, the world's master of marketing practice, preached at Star River Bay; Samaranch, the Honorary Lifetime of the International Olympic Committee, and famous Olympic superstars visited Star River Bay; Yang Lan and others attended a series of high-level social activities during the Olympic Games in the Olympic Salon; the 2008 World Luxury Show, the Star River Bay Spring/Summer Fashion Party; Hennessy Paradiso's distinguished dinner party, a luxury car show, and a private customized living hall of the TOP Luxury Salon. ......

You will find that Star River's crossover is not just a "mix and match" of different fields, but behind it, there is an essence of marketing concepts that has always been carried out - precise positioning of the market and the value of the products. Precise market positioning and a true understanding of product value. Without a true understanding of the essence of cross-border, the "cross-border" activities time and time again will only become a show, which will be futile for the brand and marketing. Through cross-border marketing, Star River Bay has gradually formed a kind of "aura", an atmosphere that gathers the wealthy class, which not only provides value-added services for existing customers, but also attracts a large number of potential customers. Thus, "Star River Bay is not selling houses, but a lifestyle." Star River Bay has become such a community, it is a global platform, and the world-class enterprises, first-class resources to docking, this is the real value of the Star River Bay.

Two

Product crossover, Binz, Armani strong joint

Product crossover is the most common model of crossover, that is, two or more different areas of the brand based on their own strengths, to carry out product development. Binns, Armani; Puma Puma and German high-end clothing brand Jil Sander's cooperation, Dongfeng Citroen C2 and Italy's well-known fashion and sports brand Kappa cooperation are so.

At the 2004 Paris Motor Show, Benson presented a new model designed by Giorgio? Armani designed and personalized a special edition of the CLK Cabriolet. The Armani edition of the High Class CLK Cabriolet features a special paintwork in a warm sand color palette paired with high-quality interior materials to give the car an air of luxury, dynamism and masculinity.

The enthusiastic public response to the car made the partners realize that it was never a good idea just to put it in a showroom. So they decided to *** produce 100 units of the Giorgio? Armani CLK "with the best materials and special paints, and the ability to customize it to the customer's liking". Of course, that alone was not enough, Giorgio Armani had a lot to do with the interior and the car. It is the interior, the color of the body and the details that set the car apart from the rest: the matte body in light sandstone, the seats in brown saddle leather with grey three-dimensional textile, the metal parts with an aged finish and the black control buttons scattered throughout. This combination is a fitting expression of their original vision for the car: elegant, sophisticated and not easily dated. Giorgio Armani himself became the driving force behind the car. Armani himself became the first owner of the car. The new car incorporates Armani's design philosophy of "less is more and comfort". Giorgio Armani said. We quickly found a ****ing language," says Armani. It was fascinating to see how Mercedes-Benz translated my design philosophy into reality, with the utmost attention to detail," said Giorgio Armani.

Three

Product crossover, Binz, Armani strong

Product crossover is the most common model of crossover, that is, two or more different areas of the brand based on their own strengths, to product development. Binns, Armani; Puma Puma and German high-end clothing brand Jil Sander's cooperation, Dongfeng Citroen C2 and Italy's well-known fashion and sports brand Kappa cooperation are so.

At the 2004 Paris Motor Show, Benson presented a new model designed by Giorgio? Armani designed and personalized a special edition of the CLK Cabriolet. The Armani edition of the High Class CLK Cabriolet features a special paintwork in a warm sand color palette paired with high-quality interior materials to give the car an air of luxury, dynamism and masculinity.

The enthusiastic public response to the car made the partners realize that it was never a good idea just to put it in a showroom. So they decided to *** produce 100 units of the Giorgio? Armani CLK "with the best materials and special paints, and the ability to customize it to the customer's liking". Of course, that alone was not enough, Giorgio Armani had a lot to do with the interior and the car. It is the interior, the color of the body and the details that set the car apart from the rest: the matte body in light sandstone, the seats in brown saddle leather with grey three-dimensional textile, the metal parts with an aged finish and the black control buttons scattered throughout. This combination is a fitting expression of their original vision for the car: elegant, sophisticated and not easily dated. Giorgio Armani himself became the driving force behind the car. Armani himself became the first owner of the car. The new car incorporates Armani's design philosophy of "less is more and comfort". Giorgio Armani said. We quickly found a ****ing language," says Armani. It was fascinating to see how Mercedes-Benz translated my design philosophy into reality, with the utmost attention to detail," said Giorgio Armani.

Four

In 2014, Tencent's e-commerce subsidiary, Exun, reached an annual brand strategic cooperation agreement with world-renowned brand Coca-Cola and launched a large-scale promotional campaign with Coca-Cola from March 3. 990 million bottles of Exun's customized version of Coca-Cola, Sprite, and Fanta were shopped nationwide. Coca-Cola's special advertisement for this campaign was also aired on major TV stations across the country. Consumers could participate in the punctual spike campaign by collecting the string of words in the bottle caps through their computers or cell phones on EaseUS.

The biggest highlight of this cooperation is the creation of an O2O model of cross-border marketing - Coca-Cola's exposure and promotion of the campaign through traditional department store retail channels, and Exun's use of Tencent's advantageous platforms in the PC and mobile to provide marketing and service scenarios, compared to traditional cross-border, the strategic cooperation between Exun and Coca-Cola not only encompasses branding at the brand level, but also the development of the brand. Compared with traditional cross-border cooperation, the strategic cooperation between Exun and Coca-Cola not only encompasses both offline and online groups at the brand level, but also combines brand promotion with sales and promotions more closely.