Marketing of Mengniu

Successful growth cannot be separated from successful marketing! In just a few years, Mengniu has grown from nothing to something, from small to big, from big to strong, and even stood on top of the mountain of dairy products, based on what? The study of Mengniu's marketing approach, can bring us a lot of useful thinking about marketing and business growth. Mengniu marketing, there are at least two successful foundation:

First, is a good product

Good products create a strong marketing force!

Today's marketing theory, colorful, complex, but, in the enterprise, in the face of numerous operational requirements, using a multitude of marketing techniques, the starting point, first of all, to have a good product.

I agree with a senior domestic marketer's point of view, that is, China's marketing success of the first factor, is the product. Mengniu's success is precisely the first launch of a good product.

Taking the Guangzhou market as an example, in 2000, Guangzhou, there is not too strong a habit of drinking milk, and there are local brands such as Yantang and Chenguang, as well as Yili, Bright and Danone, which have long been in the market. However, before Mengniu, the promotion of "fresh milk", "yogurt" a lot, there is no brand to strongly promote "pure milk"! Although "pure milk" is just a concept, it makes consumers think that this kind of milk is more nutritious and better than fresh milk. A good concept makes a product halfway to success, and as a food product and daily consumer product, how to realize repeated purchases is also key. Mengniu's pure milk, precisely the taste is particularly fragrant, thick, not sweet and not greasy, that kind of aroma, it is easy for consumers to think that this is good. It is with this good product, Mengniu can quickly conquer consumers and invade other brands.

And nowadays, many brands are just obsessed with the product concept of seizing, but do not pay attention to the quality of the product, resulting in a lot of trial purchases, repeated purchases of very little, the enterprise is difficult to long, it is difficult to do big. Mengniu in marketing, both the importance of the concept, but also the importance of product quality, it is worth thinking about the many brands that thought the concept of hype.

After the success of pure milk, Mengniu entered the ice cream market, but also from the first good products, a success. For example, its development of "change" ice cream, is often said from the mantra to find the concept, "change" the name, it is easy to remember, it is easy to dialog, such as, what to eat ice cream? Whatever you want! It's easy to communicate with common sense and humor.

Secondly, it's a practical promotion based on the company's capabilities and product strengths

Mengniu's first effort to promote itself to consumers relied on effective promotion!

I remember the first time I saw Mengniu was a few years ago. Near the neighborhood where I live in Guangzhou, a few girls, were doing promotion of liquid milk. They were dressed in traditional Mongolian costumes, inviting people to taste the new brand "Mengniu" and putting up a POP offer. purely out of professional habit, I went to taste it and bought a carton of it from the point of view of convenience.

It was the fall of 2000, when milk was not popular in Guangzhou. But when I drank Mengniu, I felt that this new brand of milk, "tastes great", thick and fragrant, the taste is far better than the brand I was used to. So, I decided that if this brand can stick around and not die, and insist on promoting it, it will definitely win the market's approval.

So I became a consumer of Mengniu. Slowly, I found more and more colleagues, their breakfast milk also began to drink Mengniu (it turns out that many people do not drink milk in the morning), and, we will communicate with each other, *** with the same appreciation of this new brand "really flavorful ah!"

Without much advertisement, Mengniu has come out of the first part of "winning" sales through promotion.

According to economics, resources are always scarce! At the beginning of Mengniu, although there are some family background, but, certainly not generous. A company just starting out, how to take the first step in marketing, how to use limited and valuable resources to win the first victory? Mengniu provides a good case study. That is, resolutely according to the enterprise's resource capacity, starting from a down-to-earth point-to-point promotion!

But solid, grueling point-to-point promotion is not a hopeless move, but a relatively reasonable use of resources. Think about Mengniu back then, there is no brand appeal, if you just do pull marketing, more difficult, big investment, big risk. But where is Mengniu good? As mentioned earlier, Mengniu is a good product, is a concept ahead of its time, the flavor of a good milk! As a good milk, you repeatedly say through advertising, not as good as letting consumers taste it! Therefore, from the marketing point of view, from the point of view of saving resources to promote, field promotion, to promote the market acceptance of the new brand, is Mengniu economic and effective initiatives.

And the market, too many extravagant hope of a shout of fame brand, superstitious advertising a shout, the market blossomed. In fact, every successful brand, every advertisement that pulls the market, has its own foundation behind it, advertising is just the catalyst. Every boss who invests in advertising, in the case of products and marketing policies are not ready, every attempt to succeed through advertising a shout of success of the brand, be careful.

After the success of the cut-throat market, Mengniu began to stride forward and started to invade and surpass even more strongly.

In recent years, China's dairy market, the winds and clouds, the first bright in the country to enjoy themselves, all over the country have their own soil brand, suddenly, from Inner Mongolia, a "Yili", stirring up the country's milk brands have pricked up their ears, vigilant look at the market; and then suddenly, from Inner Mongolia, from the Yili couch beside the, and then out of a Mengniu, huffing and puffing to invade everyone's territory, and even Yili are left behind, growing into a liquid milk leader. So, the liquid milk market, the competition has never been more intense!

In the competition and growth, we still see Mengniu's wisdom and sharp!

First of all, it is still the product.

Mengniu's product concept began to broaden, began to center around the needs of life, the development of a multitude of products other than pure milk. Extra thick milk, sour milk, sweet milk, fresh milk dry food tablets and so on are endless.

In terms of product specifications, Mengniu keenly captured the mindset of consumers and continued to introduce 250ml, 500ml and 1L single-serve packages.

What is even more appreciated is that, in order to expand the sales of full cases in supermarkets, Mengniu introduced the 12-box small case packaging very early. This solved the problem of many housewives who couldn't carry large boxes when making purchases, and was a big hit in supermarkets.

Secondly, it is the promotion of the terminal

When Mengniu developed, what impressed me the most is that Mengniu almost did not stop the promotion activities! Every weekend or holiday, you can always see big piles of Mengniu stacked promotions, very powerful, won a lot of random purchase opportunities.

This kind of frequent to almost regular promotion of Mengniu even makes me suspect that Mengniu's pricing strategy is brilliant. That is, the promotional price is its actual expected retail price, but when he quoted a high retail price in the shopping mall, he won the conditions for his regular promotions, which can be held frequently, and often bring consumers' heartbeat and surprise. If so, Mengniu terminal sales, chess high

Third, is the display

Mengniu in the terminal, there is no doubt that the whole box display. In addition to the single display, Mengniu with its promotions, a large number of whole box display on the shelves. For many families, the whole box to buy, take it for granted, and Mengniu's this display, just to expand the single purchase, their own sales undoubtedly increased a lot.

Fourth, is effective advertising and promotion

When Mengniu became a leading brand, we can see that Mengniu began to set up brand segregation, began to strengthen advertising pull, began to pay attention to event marketing, rather than conservative. We can see that recently, Mengniu's advertising volume is very large, and attention to the central station, with the help of the central station, to establish the authority of the leading brand image. With China's manned spaceflight feat, Mengniu invested heavily in sponsorship, invested heavily in promotion, from TV ads, road signs to the terminal, unified communication, forming a great brand impact and enhancement.

When the brand is leading, it is not conservative and full of sharpness, which is an important lesson brought to us by Mengniu.

The above, from the pure marketing point of view, examined the reasons for the success of Mengniu. From the perspective of business operation and growth, Mengniu's success is also due to the following reasons:

The first is people. In any case, we should not ignore, the team behind Mengniu. Mengniu's management team, once the world's first Yili's "flower girl", Mengniu's planners, once the successful Yili's planners. This team, like the BBK, is not simply a few people, but a collection of business elites, a collection of wisdom and experience, and an outbreak of social resources.

The second is the support of the local government where Mengniu is located

The third is Mengniu's strategic partners. Tetra Pak, it is said, is crucial to Mengniu's development

The fourth is Mengniu's successful financing. In the process of rapid development of the enterprise, Mengniu was supported by funds from all parties, including stock market financing.

Fifth is the mechanism of Mengniu. A good mechanism can create strong productivity. From the information disclosed by all parties, Mengniu has established a good mechanism to effectively utilize its human resources, and the company is running in an efficient, positive and active state.

Sixth is the location advantage. Mengniu milk business, there is a natural advantage, is able to Mongolia prairie. The prairie, pollution-free, good milk, flavorful, nutritious, which is very easy to accept.

Success has its own way!

Mengniu's success is the result of wisdom and diligence, is the result of the right place, right time, and the result of the peer retardation, lack of action.

From the marketing point of view, I wish all of you to learn from Mengniu's success.

From the point of view of the nation's health and my own, I expect Mengniu to be a socially responsible company, and not to make too many additions of thickeners and flavoring agents to its fragrant milk.

Being socially responsible and dedicating healthy products is the only way to build a long-lasting healthy enterprise.