Classic case analysis of marketing promotion

Through case analysis, we can increase information, correct prior probability, improve the decision-maker's grasp of future possibility and reduce decision-making risk. Then the following is the relevant information about the classic case analysis of marketing promotion that I have compiled for your reference.

Classic case analysis of marketing promotion I

The secret of leading a new day in the world

Drucker said that enterprises have and only have two basic functions, namely marketing and innovation, which is also the secret of Xinri's leading the world for many years. Everyone knows the simple truth, but not everyone can do it. Let's take a look at how New Day does these two functions.

Open process and mentality,

Innovation cannot be built behind closed doors.

Whether it's "Industry 4.0" in Germany, "Re-industrialization" in the United States or "Made in China 2025" proposed by China, the guiding ideology is the same, that is, the industrialization upgrade from "manufacturing" to "intellectual creation".

As a front-line enterprise in manufacturing industry, Nippon has already grasped this wave of change. In 20 13, Xinri took the lead in developing the industry's first intelligent electric vehicle. Subsequently, the new day was out of control and made a breakthrough in the intelligentization of electric vehicles. In 20 14, Xinri established the first intelligent ecological supply chain system in the industry, and also promoted the intelligent electric vehicle to the "intelligent 3.0" stage. In 20 15, Miku, a new generation of intelligent electric vehicle independently developed by Nippon Steel, once again subverted people's understanding of intelligent electric vehicles, and won the "Taihu Award", one of the highest awards in the field of industrial design in China, by using as many as 20 world-class intelligent technologies such as one-button detection, electric quantity actuarial, remote vehicle control and emergency rescue.

Everyone knows that innovation is the only way for enterprises to establish competitive differentiation and comparative advantage, but how to innovate? Where is the direction of product innovation? For this problem, at present, more and more China manufacturing enterprises feel lost. We have seen too many such cases, such as Li Ning, Metersbonwe, Bang Wei, Bang Wei and Wahaha. In order to meet the needs of consumers in new markets, they abandoned their original positioning and constantly introduced new products, but the result was that "hot face was labeled as cold * *" consumers did not buy it at all. What's the problem?

Their biggest problem is "talking to themselves, behind closed doors" and their mentality is not open enough. In contrast, the practice of Xinri is worth learning. Sunra's openness in product research and development is manifested in three aspects:

1. Carry out extensive cooperation with universities and research institutions at home and abroad in Industry-University-Research. For example, technical cooperation with Massachusetts Institute of Technology (MIT), Carver Institute in Amsterdam, the Netherlands, and top R&D institutions and enterprises in Israel and Japan has also directly introduced outstanding talents from abroad. For example, Takada, a senior engineering expert who once worked for Yamaha Company in Japan, is one of the "foreign AIDS" introduced by Nippon.

2. Not limited to general technical research, enter the field of basic research. For example, the flux-switched motor developed jointly with the team led by Jim, an academician of the American Academy of Engineering at Massachusetts Institute of Technology (MIT), integrates the latest technology, and once put into production, it will probably bring a revolution in electric vehicle motors.

3. Open the whole process of R&D and production to the target users, and let them directly participate. Everyone knows that Xiaomi's success comes from "sense of participation", and there are very few enterprises that can really do it, and even fewer manufacturing enterprises. The Niri Miku, which won the special prize of Taihu Lake Award, was designed by a group of post-90s students from Jiangnan University. It is understood that in order to encourage more "post-90 s" to join the ranks of innovation, Nippon has established an open electric vehicle design platform. Every year, more than 100 college students have in-depth exchanges and integration with R&D personnel and industrial designers on New Day, and dozens of new products are designed every year.

Innovation is based on fully understanding the needs of users, and the best way to fully understand the needs of users is to let users participate in it personally.

Marketing entertainment,

Close the distance with users.

In addition to product innovation, Nippon Steel's bold breakthrough in marketing is also eye-catching. On February 7th, 20 15, at the 13th China Marketing Festival, 15, Nini Miku's "Cai Jing" series products won the "Best Product Marketing Innovation Award of the Year" in one fell swoop. The reason given by the conference is that the brand-new Miku "Cai Jing" series products of Xinri broke the inherent impression of traditional electric vehicle products and approached consumers actively in marketing. Attending the Golden Rooster Film Festival, electric cars "walk" on the red carpet; Invite Huang Xiaoming to be the brand new spokesperson? A series of measures have greatly enhanced the brand image of Xinri and made consumers truly remember Xinri.

"Walking into the fashion world" is a marketing theme of Nini 20 15 throughout the year, especially the "red carpet show" at the 24th Golden Rooster and Hundred Flowers Film Festival, which has attracted the attention of stars and the media and won enough exposure and support for Nini Miku's "Cai Jing" series products. According to statistics, in just one week, Nini Miku crystal color series products have been released on many mainstream portals such as Sina, Phoenix, Netease and Sohu. , with more than 50 media reports and reposts, more than 6,543.8+million exposures, more than 2,000 comments, more than 654.38+00,000 reposts, and more than 8,000 Baidu related searches alone.

Of course, the steps of Nippon Airways towards the fashion world are far more than these: at the beginning of 20 15, Nippon Miku appeared with many leading artists in the art circle, entertainment circle, modeling circle and design circle at the "20 14 Netease Fashion Cross-border Award of the Year"; In May of 20 15, at the recording scene of Happy Camp, the new Japanese tortoise king Feng Ya 19 was incarnated as the mount of fresh meat Yang Yang outside the list, and the popular director Xu zhēng rode an electric car at night, subverting the traditional naming mode and successfully breaking into the field of vision of "post-80s" and "post-90s"; In the same year, Xinri Science and Technology Fashion Center was unveiled and established, becoming the only international professional science and technology fashion manufacturing base in the industry, and invested 20 million yuan to build the strongest fashion product advisory group, with Li Yuntao, an internationally renowned stylist, Liu Lu, a cutting-edge fashion designer from China, and You Tianyi, the queen of the new generation fashion runway, as consultants, injecting fashion and young genes into the products.

Chen Kaiya, spokesman of Nippon Steel and director of the president's office, said that for the future business world, financial writer Wu Xiaobo summed up four major trends, one of which is that "all consumption will be entertaining". Then, from the perspective of enterprise marketing, we should also conform to this trend. Nippon Steel's fashion crossover is the interpretation of practicing marketing entertainment.

Classic case analysis of marketing promotion II

Three squirrels, why can't you learn?

Let's review the achievements of three squirrels in recent years: 201,20135.62 million yuan in three years, 20 14 years 102 million yuan, 20 15 years and 250 million yuan. In view of the performance of "double 1 1" squirrels in 20 15, an article lists the secrets of their success: entertainment marketing, variety marketing, star customer service, golden finger, intelligent logistics and other concepts. For these analyses, Guo Guangyu, the chief brand officer of the three squirrels, does not agree. After the success of the three squirrels, many people are imitating them, such as imitating the cartoon brand image, using the "main body" for customer service, and putting water in the shell bags, wet wipes and walnut clips in the packaging. Some people even imitate the short messages of three squirrels, but they don't like it when they learn, because they only learn the fur and don't understand the core secret of squirrel's success. So, what's the secret behind the sales of three squirrels of 250 million yuan?

Make consumers your promoters.

What is the core concept of brand operation of Three Squirrels? Make consumers your promoters. Why do consumers want to promote your products? Not because you have any interests, but because what you get by interests is not long-lasting. Must be from the heart like and love, that is to give consumers a full sense of participation, fully understand their needs, pay attention to their experience. Guo Guangyu gave an example. In the second year of business, three squirrels suffered a serious crisis of new year's goods and were out of stock. Many consumers scolded three squirrels on social media such as Weibo. At this time, a group of users stood up and explained to these consumers, telling them that the squirrel's products would arrive soon and asking them to wait patiently. These users are the iron powder of three squirrels. They witnessed the birth and growth of squirrels and participated in them. Only if you are good enough to users will they become your promoters. This kind of goodwill is by no means some "small favors", but really understands users and cares about them in every possible way.

Brand * *

This is another core secret of squirrels. The reason why so many fans are willing to follow three squirrels for so many years is that squirrels can play with them. In Guo Guangyu's words, the three squirrels are not only an agricultural enterprise, but also an animation enterprise. In essence, what they do is actually a pan-entertainment thing. Don't think that selling nuts is an agricultural circle, but be brave enough to break through your own brand boundaries. Only in this way can we constantly open up new ways.

Especially in such an era of entertainment to death, we should learn to play, and play with the post-80 s, post-90 s and even post-00 s. To be forward-looking, a brand should not only grasp the current mainstream consumer groups, but also study the characteristics of the future mainstream people. Only in this way can we remain unbeaten. Some brands are aging quickly and can't play with young people. Such a brand will be eliminated in three to five years.

Besides selling nuts, the three squirrels are still making cartoons, such as The Three Kingdoms, Struggle, Squirrel Cheap and so on. They have their own production team, and cooperate and communicate with Orpheus Animation to improve their production level. The 20 15 promotional film "Double 1 1", the three squirrels also invited the Hollywood production team. In addition, three squirrels also cut into the upstream of the animation industry, making animation movies and children's books. Guo Guangyu explained that children often influence parents' decisions. The three squirrels should not only catch white-collar workers, but also influence future consumers.

In addition, squirrels are also involved in the entertainment industry. Before 20 15 "Shuang 1 1", six stars, Ming Dow, Jianfeng Bao, Vivian, King-Tan Yuen, Tian Liang and Lina Tan, sneaked into the squirrel's house and made guest appearances. From the evening of 12 and 10, some of these stars entered the customer service post to interact with consumers online and answer their questions; In the logistics post, the stars will participate in the work of picking and packaging, and lucky consumers may also receive the autographs of the stars with the package. Each of these stars has many fans. This time they went to the squirrel to work, which undoubtedly touched the nerves of fans and stimulated consumer demand.

Guo Guangyu revealed that the visits of these stars were actually arranged by a reality show "Hello Rookie" in anhui tv. In addition to variety cooperation, the three squirrels also cooperated with LeTV and cooperated with tourism. FMCG is essentially a pan-group category, so we should not be too limited. We should be brave enough to break through our own boundaries. The demand of consumers changes every year, and the brand has to evolve. Guo Guangyu said that if three squirrels really affect a generation, selling nuts may be just their sideline.

The Constitution of Squirrel: Don't make the owner unhappy!

There is a red document inside the three squirrels, which is similar to the national constitution. Any employee should learn and keep it in mind. Here are a few core items: 1. * * * Commitment, * * Valuable (employees promise to love their jobs and dedication, and enterprises promise to grow together with employees and share benefits); 2. Create the future with both hands; 3. Don't buy peer products; 4. Don't make the host unhappy.

Especially the last one, which is regarded as the core of the core, must be unconditionally implemented from top to bottom, and all performance appraisal is linked to this one. I think the reason why the three squirrels have such a good user experience has a lot to do with their insistence on squirrel physique.

In order to fully understand the needs of users and tap the pain points of users, the three squirrels also invented the "full contact user experience management method", which is to let employees turn themselves into consumers, think about each link from the perspective of consumers, disassemble the experience, and then connect each point into a line and ask where their pain points are and where they are unhappy.

Build relationships with consumers quickly.

Speaking of this, Guo Guangyu said that in the past two years, Internet thinking has been particularly hot and has been rotten. In fact, the essence of Internet thinking is user thinking, which is the essence of all businesses. Whether you are a traditional industry or an internet company, you must abide by it. This is also the starting point for the three squirrels to establish relationships with consumers. One of the changes brought by the Internet is the change in the relationship with consumers. Through the Internet, brands can have a one-to-one conversation with consumers directly, which makes it possible to meet the individual needs of consumers.

Three squirrels call consumers "masters", which many people don't understand. In fact, this is an Internet scene design, which is different from the traditional customer-oriented approach. In the definition of squirrel culture, the relationship with customers is not a business relationship, but a friend relationship. God is above, and he can close the relationship with consumers by turning God into a master.

In addition, in order to establish a relationship with consumers, squirrels also comprehensively cover consumers' living space by developing some peripheral products, including the above-mentioned animation works, as well as some dolls and household items. It can solve some pain points of users and play a role in awakening and strengthening memory.

Guo Guangyu's understanding of scene marketing is: find an effective scene, use an effective content, interact with the current state of consumers, and then let them act quickly through the mobile phone portal, thus forming the first time and gradually generating dependence, and then the scene will become an incentive. For example, a salesman running around outside, returning to the hotel after work, has passed the meal and is dizzy with hunger. At this time, as soon as he got into the elevator, he saw the poster of "Hungry" and felt a buzz in an instant. Then he took out his mobile phone and scanned the QR code. Twenty minutes later, hot food was delivered to the door of the room. From then on, when he is hungry, he will think of "hunger".

Different corporate cultures can bring different combat effectiveness.

The corporate culture of the three squirrels is also very unique. Every employee has a flower name that starts with "squirrel" or "mouse". For example, Zhang Liaoyuan's name in the enterprise is "Squirrel Dad", Guo Guangyu's flower name is "Squirrel Crazy", and all customers are called "Master". Over time, the role will be replaced. Guo Guangyu said that some people are not used to calling him by his real name now. Inside the squirrel, even the aunt in the factory will be called "master". This squirrel culture has an invisible influence on employees, which will enhance their collective consciousness and service consciousness.

In addition, as mentioned above, there is a "* * promises, * * is valuable" in the squirrel's charter, which is to rebuild the trust relationship with employees (most enterprises, employees and enterprises are distrustful or even antagonistic). If employees trust the enterprise and have an equal relationship, they will sincerely serve the host, and the host will become your pusher.

Nowadays, many people learn three squirrels, but learning can't just stay at the level of imitating words and cartoon images. If there is no corresponding corporate culture to match it, it is natural to copy them mechanically. Corporate culture is a long-term training process, and different corporate cultures can bring different combat effectiveness, which is the fundamental reason why you can't learn three squirrels.

Click the next page to enter more related contents of classic case analysis of marketing promotion.