Case study of classic brand marketing strategy?

Before determining the marketing plan, case analysis should be made to avoid making unrealistic predictions. So here are the classic marketing str

Case study of classic brand marketing strategy?

Before determining the marketing plan, case analysis should be made to avoid making unrealistic predictions. So here are the classic marketing strategy cases I compiled. Come and have a look with me, I hope it will help.

Classic marketing strategy case-grandma's house: can the mobile internet era break through the trend?

When you visit the West Lake, you must have a meal of drunk fish from grandma's house after enjoying the beautiful scenery of the lake, and the trip to the West Lake will be complete.

Diners are familiar with drunken fish in West Lake, which can be regarded as one of the representative dishes in hangzhou dishes. Why do you prefer grandma's house? The taste is authentic enough, and more importantly, it is affordable!

In the past two years, with the intensification of industry competition, the cost of stores and personnel has been rising, and the catering industry as a whole has been sluggish. However, the turnover of grandma's family is still rising at a rate of 30%-40% every year, and there has been a phenomenon of "shops lining up and eating in line". I have to say that grandma's family is a legend in the catering industry in recent years.

Civilian orientation

From the beginning, grandma's home was positioned to meet the needs of the public: the home route and the place to eat. Although this idea was not the mainstream of the industry at that time, it inadvertently coincided with the rising trend of mass catering. Everyone has been deliberately setting up a treat situation before, and grandma's family just wants to put aside the concept of business-to go to grandma's house is to have a casual meal.

According to statistics, popular catering accounts for about 80% of the 3 trillion yuan turnover of China catering industry. But in the catering industry in developed countries, popular catering can account for about 95%. With more and more rational consumption, there is still room for further expansion of mass catering in China. Therefore, the legend of grandma's family will continue.

As a grandmother's home mainly in hangzhou dishes, Jiangsu, Zhejiang and Shanghai are the base areas for location selection in early market expansion. Due to frequent exchanges and similar tastes in Jiangsu, Zhejiang and Shanghai, hangzhou dishes is highly accepted.

In addition, at the beginning of development, the efficiency of information dissemination was far less developed than today, and regional concentration also meant the concentration of brand communication and brand acceptance.

The deep cultivation of these three markets has accumulated a deep brand precipitation for grandma's family.

Zarafeng restaurant

Wu Guoping, the founder of Grandma's family, believes that the unique restaurant will leave a deep first impression on customers, the humanized dining environment and unique design techniques will enhance customers' satisfaction with the restaurant, and the decoration is the main factor among the comprehensive factors of Grandma's family.

Walking into grandma's house, the first thing diners feel is the visual impact. Grandma's decoration style can be summarized as "civilian fashion", which is not pursued as a space design for foreigners and semi-foreigners, but rooted in civilians and thrives on the ground.

For example, Xixi Paradise Store is completely different from the warm atmosphere of ordinary restaurants. The old menus, creaking boats and old wooden stools that can be seen everywhere in the shop are all made, showing the ancient quadrangles in China.

At the same time, the design is exquisite, and the layout inside is also very scientific and reasonable: there is a meal outlet in the middle of the restaurant, which makes the time for waiters to reach all areas roughly the same after getting food, avoiding artificial blank waiting and improving labor efficiency.

Decorative ornaments and green plants rose from the ground to the wall, which not only saved the floor space, but also formed grandma's own decoration style. At the same time, cabinets for spare chopsticks and paper towels will be embedded in the wall to further save space and increase the number of tables.

In the face of exquisite decoration, the waiter in the store is always asked: "Can 3 yuan of Mapo tofu make money?"

Wu Guoping once compared grandma's house to clothing brands ZARA and H&; M analogy, grandma's family is a fast fashion brand in the catering industry. The low price presented to consumers is essentially the final result of supply chain optimization, production and stylized management, and part of the value is given to consumers, and the transfer of value is the most critical step in this model.

At the same time, consumers should give up some benefits accordingly, which is embodied in waiting time. Its function is to improve operating efficiency and finally let customers eat low-priced and delicious dishes in restaurants with a sense of design.

It can be said that the design of Grandma's family not only achieved the perfect balance between aesthetics and economy, but also promoted the "forced style", maintained the principle of low price, perfectly catered to the consumer psychology of "* * * diaosi group", and had great attraction to mass catering consumers, which quickly made Grandma's family famous.

Opportunities of CBD

Around 2003, with the development of China city and the diversification of people's living needs, the shopping center format came into being and developed rapidly throughout the country, becoming the first choice for ordinary consumers living in cities for daily leisure shopping. From the second half of 20 12, grandma's family closed some roadside shops with good profitability, embraced well-known commercial complexes in an all-round way, and began to fully integrate with modern consumption patterns.

In this transition period, it coincides with the trend that shopping centers begin to reduce the proportion of shopping and retail formats and increase catering and experience formats. Grandma's family has become a hot potato for major shopping centers with its excellent ability to gather customers.

Wu Guoping once described the advantages of shopping center catering as follows: "The complex has a large flow of people, strong shopping consumption capacity, many young people and convenient parking. Even if you line up at the door, there is enough space for customers to experience. Where is the roadside shop comparable? "

At the same time, strong brand equity and scale effect give grandma a strong negotiation ability with suppliers. This advantage is reflected in every link of the value chain: at the supply end of raw materials and food processing services, raw materials and services can be purchased at extremely low prices; In terms of store rental cost, considering the strong drainage ability of grandma's family, grandma's family began to marry the urban complex and enjoy the profits brought by traffic; At the same time, many commercial real estate developers gave them great lease concessions, and the explosive growth of their stores also began from this time.

Embrace the internet revolution

Generally speaking, grandma's use of the Internet is not very bright compared with her competitors, and she always stays at the level of Internet marketing. Under the wave of O2O, there is nothing unique about the cooperation between grandma's family and online group buying and comment websites, and most of them are online drainage and promotion activities.

However, it is undeniable that the attitude of actively embracing the Internet won the dividends in brand communication, marketing, logistics and distribution brought by the internetization of traditional industries in the first time, which is also the guarantee for the rapid expansion of grandma's family in the country and even in the world in recent years.

Using social media to create "Grandma's Day on June 2" is a clever use of the Internet by grandma's family. Before the festival comes, the promotion information of the festival is publicized through Weibo, WeChat, forums and major comment websites, and consumers are encouraged to interact with their grandmother's home by means of free and discounted promotion, which not only enhances the activity and participation of consumers, but also greatly enhances the brand awareness and reputation.

For O2O, grandma's family is still rational, mainly focusing on brand promotion and maintenance, not blindly smashing group purchases and big moves, but not old-fashioned and outdated, taking advantage of the trend. In 2005, public comment entered Hangzhou, and grandma's family became the first signing merchant in Hangzhou. It is also a catering company that introduced WeChat payment earlier, and also cooperated with the food social APP "Where to eat" to try new products.

New Challenges in the Post-Wu Guoping Era

For grandma's family, the post-Wu Guoping era has two meanings: First, Wu Guoping announced his retirement at the age of 50 and handed her grandmother's baton to young Qiu Xiaohua; Another meaning is that the internet has further penetrated into the catering industry, and grandma's family is facing a new external environment.

In this context, grandma's family will face new crises and challenges.

One is the internal crisis-the conflict between the leadership styles of new and old successors and the inherent culture of grandma's family. The main reason for this concern is that grandma's family has never realized the mechanism of manager management, and the personal style of the head has a far-reaching impact on the brand.

Wu Guoping's grandmother's house is full of the brand of Wu Guoping. She is like one of his children, and her industrialized thinking and her grasp of the value appeal of fast and fashionable catering are all flowing in her. However, it remains to be seen whether the new leadership headed by Qiu Xiaohua can control and even shine on you freely. Establishing manager management mechanism is the only way for the sustainable development of family business.

The second is the challenge of the Internet catering industry. In recent years, a large number of imitators have sprung up like mushrooms after rain, and grandma's price-effectiveness ratio model may eventually become a competitive strategy and fall into the quagmire of price war.

The biggest impact brought by competitors may be the bankruptcy of low-price model. As Wu Guoping said, once customers are no longer willing to spend time in line, this business operation mode will go bankrupt, and restaurants with low passenger flow will inevitably lose money and close down. From the perspective of customer experience, waiting is not a good phenomenon. The long queue in front of the store may be a good story material, but it is too expensive at the expense of destroying the user experience.

For the catering industry, the Internet no longer only has the function of marketing and innovation, but also can be a tool to improve efficiency and reduce costs. It can also play a role in the whole process of catering industry management, from ordering, payment, procurement, inventory management, supply chain management to take-out and online order taking.

On the whole, the internetization of the catering industry is also moving towards the deep water area. It will take time to test whether grandma's family can live better in the new wave.

Classic Marketing Strategy Case 2 Joy Makeup: Exploring the "Happy" Blue Ocean of Home Furnishing Industry

Unique business model is the most valuable core competitiveness.

Value, once given more tangible assets, may be a production line, a warehouse or an office building ... However, in today's business world, the rules have changed and the value of intangible assets far exceeds these tangible assets.

Apple's success has made everyone discover that the ultimate "user experience" is actually worth hundreds of billions of dollars; Xiaomi was born, and realized its core competitiveness with its unique business model and gameplay; The popularity of Haidilao makes "abnormal service" and "happiness" its unique weapon!

After careful analysis of these cases, you will find that they all follow a law of "emotion-driven, leading demand". What the product conveys to the user is the additional meaning of the product, the exchange of ideas and the expression of emotions, and the pleasure that the product brings to the user beyond his expectations.

"Jirenle Cosmetics" is also an enterprise that leads consumer demand with innovative business model. It takes "happy marketing" and "maker mode" as its wings, and creates a brand-new category of "home cosmetics" consumer products.

Emotionally speaking, the brand tonality of "Jirenle Makeup" is exactly what young people after 1980s and 1990s expect. They like things with individuality, and novelty, interest and imagination become an important basis for them to judge whether the products are valuable or not.

Market changes are always surging. Some people think that innovation needs subversion. Some people think that innovation comes from the upgrading of traditional industries, and upgrading the functions of products will open up the blue ocean market of products.

The competitors of future enterprises are not only horizontal competition, but also cross-border subversion. In any case, Wang Tongxiao, the founder of Jiren Music Makeup, said: "It has become an indisputable fact that consumers will become the center of future business. Whether it is to meet the needs of consumers or create the needs of consumers, whether it is material or spiritual, brands that can touch consumers' psychology will surely succeed. "

Create a happy "maker" team

Behind the star enterprise, there must be an expert with profound technology. If Jin Yong's martial arts world is used as a metaphor for the business world, Wang Tongxiao, the founder of Jiren Music Makeup, belongs to such a "genius" as Huang Laoxie, jumping out of the three realms and not in the five elements.

Wang Tongxiao has 16 years' working experience in coating industry, and was awarded as "outstanding contributor" in China coating industry for a century. He has gained a high reputation in the industry with his distinctive personality and remarkable achievements. All the brands he has served have become dark horses in the industry during his tenure, and his unconstrained and down-to-earth marketing methods have always been respected by peers.

Wang Tongxiao has an unprecedented maker team, and his management system and organizational culture are highly condensed into the Happy Basic Law. The "Happy Camp" is the office center. The four centers of market, e-commerce, brand and marketing are named Dongxie, Xidu, Nan Di and Beigai respectively. The avatar of the management center! What a self-contained little Jianghu! Everyone in the team is an entrepreneurial partner of Jirenle Cosmetics. They are not only happy for the endless stream of innovative ideas, but also happy for customers and users.

How to use this enthusiastic and happy maker team to ignite customers and eventually infect consumers?

In the choice of dealers, Wang Tongxiao strictly abides by the concept of heaven and earth-the makeup that recognizes music; Keep pace with the times, be willing to play hi-new mode with Jiren Music Cosmetics, and customer satisfaction is the first condition for cooperation.

Of course, if it is only a unilateral request, the dealer will definitely not buy it. To this end, the headquarters also provided more attractive rewards and guidance on how to effectively carry out happy marketing. Wang Tongxiao believes that Jiren Music Makeup Club will provide a set of popular standards for reference, but partners need not stick to this, and should respond flexibly according to local actual conditions and innovate happy experiences.

Jirenle Cosmetics will also provide learning opportunities for innovative organizations and individuals. Standardization is half, the key is to rely on the innovation of the other half to conform to the trend and adapt to the future. For those capable partners, they may become shareholders of Jirenle Cosmetics, share dividends and establish business partners.

Think what people dare not think and do what people dare not do.

Jiren Lezhuang not only has a complete and brand-new dealer management scheme, but also provides users with an amazing experience environment. Because in Wang Tongxiao's view, abnormal service is the key to establish a differentiated and personalized image in the mass market, and it is the closest to users, so it is necessary to serve the best.

Just as three squirrels call consumers the main people, Jirenle Cosmetics calls dealers "grandfathers", paying attention to the feeling that dealers are called bosses or respected, and highlighting the "abnormal condition" of service. The manager and shopping guide of Jirenle Cosmetics are called Size S and Beauty Consultant respectively, and the construction master is called a beautician to increase the intimacy with consumers and personalize the wall.

At present, most products in the home furnishing industry are still at the level of environmental protection, health and durability. However, Wang Tongxiao believes that these functions are the basic guarantee, and an enterprise must fulfill its obligations. In this homogeneous Red Sea, it cannot bring real fun to consumers. Therefore, in order to create a blue ocean in the Red Sea, increasing spiritual value has become the top priority for enterprises in the future.

Imagine if the color you like on the wall and the things you like will bring more joyful colors to your life; According to the zodiac, blood type, constellation, feng shui, etc. Whether the personally tailored wall pattern will bring more fun and joy to the family; Will creating a beautiful room for children with cute pets promote parent-child interaction, use your brains and bring more imagination?

The products of Jirenle make-up are various, including color films that can be torn off when sprayed, temperature-changing films that change color according to temperature, soft and lovely colored cotton wall clothes, and various wall makeup lotions and wood-moistening water. There are many kinds of products to meet the diverse needs of users, and the pictures created by products will bring more new imagination space.

It needs strong spiritual support to drive this kind of consumption, that is, a happy marketing scheme of Chirenle Cosmetics: every employee becomes a part of beauty cosmetics, and they are trained in the happy mode to pass on happiness to customers. In the maker mechanism, people in the whole chain let outstanding people get their places through happy management systems such as maker, crowdfunding, options and equity, and then pass on the happy spirit to more people.

The future business model will be the connection between products and users, and users will no longer just refer to the basic attributes of products when purchasing products. Future products will be connected with users' product scenes, bringing users happy spiritual attributes.

As former US Vice President Al Gore said in a speech, the future world will belong to another highly sensitive ethnic group-people who are creative, empathetic, can observe trends and give things meaning.

Wang Tongxiao and his Renjile makeup are such a group of people who are changing the world.

Jirenle Makeup Review 1:

The era of demand nuggets is coming

Sales and marketing

Business legends are all about "thinking determines the way out". In recent years, "cross-border" has become one of the mainstream directions of thinking innovation.

Redefining mobile phones from Apple and creating an era of intelligent hardware; Wang Laoji redefined herbal tea and gave birth to billions of drinks. Then I went to Haidilao to redefine the catering, and the service was so abnormal that my peers could not understand it. The reason why these enterprises can stand out from the original "glued" industry competition and achieve great success is because they have returned to the original point, changed their business ideas and discovered a new continent of demand!

Jirenle Cosmetics, a new brand that gives traditional coatings a "fast fashion" position and sells home cosmetics by selling cosmetics, will also rewrite people's understanding of coatings and even homes and become the next business legend sought after by the market and the media.

User demand is the "opportunity" to achieve subversion. The subversive innovation of Jiren Music Makeup becomes a martyr early and a follower late. Only when this new demand is mature, Jiren music makeup comes into being and has a chance of success.

This new demand includes a brand-new customer base born in the 1980s and 1990s. Brand-new application scenarios are not limited to wall decoration, and brand-new appeal points range from meeting functional requirements to meeting fashion and achieving happiness. However, only Jirenle Cosmetics first perceived these changes in demand and took the lead in developing cross-border products that can meet these new demands.

As founder Wang Tongxiao said, "Whoever digs this demand will become the leader of the next trend." 20 16, Jirenle cosmetics will be replicated in the national market, and hundreds of first-round business partners are in contact. * * * will enjoy the happy interactive marketing based on O2O and explore the great value of the home market.

Jirenle Makeup Review 2:

"Master, Weird Man, Wonder Man" Wang Tongxiao and his Jiren

Chairman of Shangyu Consulting Institute/Guo

Wang Tongxiao, a well-known "prince of coatings" in China coatings industry, did another earth-shattering event on 20 15. Guided by the needs of users, he designed a new model that could subvert the home furnishing industry, and this model was also called "the most valuable business model in 20 15 years" by the industry.

In fact, Wang Tongxiao did not subvert the mind of the industry. He subverted himself. Times make heroes, and the number of ways is different.

First of all, Wang Tongxiao redefines the home improvement industry, that is, it is no longer simply selling products, but selling a happy attitude towards life. The word "music makeup" not only redefines home improvement products, but also incorporates happy emotions.

Secondly, Wang Tongxiao redefined the relationship between enterprises and distributors, and put forward a new model of "maker platform and business partner", and the distributor was redefined by Mr. Wang. Although these dealers feel that change and happiness come suddenly, they are all very excited to sum up their relationship with Wang with "gay relationship".

Third, and most importantly, does the customer approve of Wang Tongxiao's "Le Makeup"? In fact, for Wang Tongxiao, no one needs to worry about this. The starting point of his consideration of this music makeup business model is the customer experience. Wang Tongxiao said that Jiren will not try to please customers, but let customers get heartfelt happiness because they are with Jiren. For example, when customers are in Jirenle cosmetics store, laughter is directly proportional to the discount. The louder you laugh, the bigger the discount. It is estimated that only he Wang Tongxiao can come up with such an inhuman idea, which is really a bit "abnormal"! But, think about it, isn't it fun? Can't you help smiling? Yes, you were cheated!

Wang Tongxiao, a genius, is indeed a master, a freak and a strange man. He can always think of things that others can't think of, and he can always create miracles! I believe that Jirenle makeup will shine brilliantly in the hands of this guy who doesn't play by common sense, and will create a successful model for the reform of China's home furnishing industry.

In fact, the transformation is not difficult, the key depends on temperament.

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