From Niu Ge, who "lets men get up", to Niu Beer, who "drinks Niu Beer and boasts"; From the beef jerky of "Wuzhou Niu, Niu Wuzhou" to the national chain of "Niu Ge Shuan rou"; From "Niu Ge Mineral Spring" which brings people health and happiness to "Cattle Going South to Mengcheng to Raise Cattle", the planner Han Yihe has successively interpreted one business myth after another in just over a year. On the surface, Han Yihe planned Niutuan, but in essence, he planned the brand of "Niu Ge" and even the brand group of "Niu X", and Niutuan was just the cowherd of this "Niu" group, that is, the spokesperson of the overall product image. Han Yihe successfully used the popularity of Niuren, especially the strong background with deep roots with Niuren, to shape Niuren into the leader of the brand "Niu X", and then made a big fuss about the word "Niu" on this basis.
1. Let the first cow get up.
From 65438 to 0999, after Viagra was fired, Viagra seemed to be synonymous with the aphrodisiac market in China. As long as China people mention "Brother X", they can think of aphrodisiac without thinking. This is the reality of the objective market. How enterprises living in this market view this problem will directly affect the sales of their products. Under this market background, in early 2000, an aphrodisiac product named "Li Long Xiong Wei" came out. The inventor of this medicine is Professor Li, an old Chinese medicine practitioner who won the National May 1st Labor Medal. Although this medicine has a good effect, the promotion effect of "Li Long Xiong Wei" brand is not ideal. It is understood that the drug is not easy to sell in most parts of the country, and some places, such as Dalian, directly return it. The grim facts make enterprises more aware of the importance of "brand" management. However, enterprises don't have much money to advertise. What should we do?
By chance, Professor Li met Han Yihe, the inventor of the planner "Flag Flying". When Han Yihe heard Professor Li talk about the sales difficulties of his products, he had a sudden idea: "I have a good idea. Niu Niu, a famous crosstalk performer, has a first-class personality and is honored as Niu Ge in the circle. How about calling our product Niu Ge? " Later, Han Yihe invited his old friend Niu Niu, told Niu Niu the idea of using "Niu Ge" as a registered trademark, and introduced the curative effect of the drug and the authority of the drug standard approved by the State Pharmaceutical Administration. After careful consideration, the cattle finally agreed.
Therefore, after Han Yihe's investigation and planning, the image of a cow who thinks that "concept cow, courage cow, this medicine is also very cow" is printed on the packaging box of the medicine as the spokesperson of this aphrodisiac. The "Niu Ge" that "makes men cow up" suddenly became famous, and the sales volume of this product soared immediately, and dealers from all over the world flocked to it. Han Yihe chose a company with the national prefix of drug distribution right as the general distributor of "Niu Ge", and the products changed from unsalable to short supply.
As a planner, Han Yihe thought of his own interests while planning for others. The ownership of Niu Ge brand is not entirely owned by the enterprise, but by the enterprise itself. The products on sale are provided by manufacturers, and the trademarks are provided by themselves, which are divided according to the final sales volume. This not only saves money for enterprises, but also ensures their own interests. At this point, Han Yihe successfully planned the first cow to cooperate with his cattle, and the Niu Ge brand began to take shape.
Judging from the planning of the first cow, it should be said that it was very successful. Compared with Viagra, Niu Ge didn't hitch a ride with a transliteration name from abroad, which avoided many troubles after Viagra was registered, but skillfully used the influence brought by Viagra, making people easily associate with related products. Besides, choosing the image of Niu Ge can win the trust of consumers. Middle-aged cattle people are easy-going, warm and cordial, with stable families and strong bodies. Such a big boss with cultural connotation and excellent popularity can't invest tens of millions of advertising fees for brand advertising. Most importantly, Han Yi's sensational effect and his use of Niu, Niu Ge and Viagra have attracted great attention from the mass media, thus obtaining a large number of free advertisements. It was the great influence of the first cow in Niu Ge that laid a good foundation for Han Yihe to successfully plan the second cow and the third cow. In other words, the prosperity of the brand is crucial to the successful extension of the brand.
Thinking about the problem:
1. How do planners use "people" and "potential" in business planning?
2. What planning skills did you learn from this case?
3. What should I pay attention to when planning brand extension?
Case study:
A reporter asked, "What is the relationship between celebrity effect and economic development?" Niu Niu replied: "In the past, people didn't pay attention to Mengcheng, but once they get to know her, they will know her investment environment, geographical location, development space and investors' understanding of profit space after investigation. For example, the trade city invested 200 million yuan, covering an area of 400 mu, not a decimal. For individual investors, every penny is hard-earned money. With my own money, I hit the bank with 70 million yuan, and the project started without a loan. My name is true, but real businessmen don't invest here because they like my cross talk. He must look at the development prospects. After two years, it doesn't matter if Niu is not the county magistrate here. "Smart planners create brand effects, never blindly fight advertising and blindly bomb, but skillfully use" people "and" potential "to benefit. The so-called "borrowing people" means using celebrities and their influence; Borrowing "situation" is often used with "judging time". For planners, "sizing up the situation" refers to the planner's judgment on objective conditions such as environment, current situation and pattern; "Measuring the situation" means that planners analyze the favorable factors in the environment, current situation and pattern, and actively create opportunities to further develop these favorable factors, thus promoting the smooth progress of planning. Han Yihe, the planner, skillfully used the influence of Viagra to remind people of related products, and used Niu Niu, a celebrity with cultural connotation and excellent popularity, as the image spokesperson, thus establishing a brand-new brand image among the public. Then seize the opportunity, skillfully extend the brand, form a good brand effect, and gain the recognition of society and consumers.
Brand Planning Scheme (2)
1. In recent years, with the market economy status of China being recognized by more countries and the market environment improving day by day, the clothing market is developing in the direction of branding, specialization, personalization and diversification. With the further opening and improvement of WTO and the cancellation of China's textile export quota, it is both an opportunity and a challenge for China clothing brands, and international brands will enter the China market on a large scale. For example, wholesale and brand-free sales, due to the shrinking market space and profit space, the market share is decreasing. Under the catalysis of international brand competition, Chinese mainland clothing market has entered a mature stage ahead of schedule, and consumers' consumption behavior has obviously changed from blindness to rationality and sensibility. Market demand is increasingly subdivided on the basis of practical function, consumer psychology and emotional appeal.
In this market period, the supply of clothing products generally exceeds demand, especially low-end casual wear. Because the profit space is getting narrower and narrower, the product quality is homogeneous, the product style is similar, and the market competition is particularly fierce. The competition between brands generally exceeds the low-level competition of the product itself and the sales price. In this market situation, it is not only the general trend of domestic and foreign clothing enterprises, but also the only way for brand survival and development to take the road of brand promotion and become bigger and stronger.
Second, the competitive situation
As a traditional industry, clothing products are not very different, and we will sum up competitors with the same quality. At present, our company's market positioning is low-end sportswear. At present, our target consumers' purchase considerations are: style, price and brand fabric. At this time, consumer loyalty is not high and stability is extremely poor. Mulang's price is 100 yuan/three-piece sports suit product, which is generally acceptable to the target consumers, but it needs to be further improved because it is a woven and denim fashion product, which restricts the expansion of the brand's market share in spring and summer to some extent.
Competitive sports and leisure brands at the same level, such as Evian, Spring Sword, Momo, Eminu, etc. , but also use their own advantages such as their own product style, brand image or slightly lower retail prices to attract target consumers, thus forming greater competition in our market. Nike and Adidas, the first-line pure sportswear brands in the world, and the mid-range products of sportswear brands such as Li Ning and Zhou Ke, which have a good domestic market image, have a fairly stable market share because they have established a good brand image and are easily accepted and purchased by consumers.
Fortunately, our brand Mulang has gradually strengthened brand image promotion and theme terminal promotion, and decided to make long-term efforts in brand culture construction. In the year of 20**, we will actively use some major festivals to start brand theme promotion and image promotion with rich advertising and creative brand culture connotation, which will greatly promote the growth of terminal sales, further strengthen Mulan's brand image, and effectively enhance Mulan's brand awareness and brand culture content. The order of factors that our target consumers consider when buying the brand will gradually become: brand style, price and fabric, and a relatively stable brand loyalty has been established among the target consumers.
Third, problems and opportunities (SWOT analysis)
Through in-depth understanding of the company's current situation, I think Mulang is currently facing the following market problems:
● At present, the coverage rate of marketing network is almost zero, and the domestic important cities or regional markets are blank, which is not conducive to the promotion of brand national expansion strategy;
● Compared with competitors, there are not many obvious advantages and features in product varieties, fabrics, styles and workmanship, and the advantages in quality are not obvious. It is more difficult to get rid of competitors only by the product itself;
● Lack of systematic advertising and integrated promotion scheme, unique and distinctive brand image, weak brand consistency, insufficient brand promotion, and overall market awareness needs to be improved;
● Some affiliated retail outlets are inconsistent with the overall marketing direction or interests of the headquarters, resulting in the implementation of marketing policies and promotional activities being blocked, and the brand image, terminal management and sales policies being inconsistent;
● Mulangshi's brand culture and management concept need to be further refined and sublimated. It is necessary to form the unique core concept of corporate culture of Mulangshi brand, so as to guide the overall operation and service of the enterprise, effectively implement it to every employee of the company, popularize its original flavor to our target consumers, and truly deepen the brand culture.
At the same time, after visiting some regional markets and targeted research, Mulangshi brand also found some opportunities conducive to its own development:
● Due to the increasing pressure of urban work and life, fashion sports, health and leisure have become a realistic demand. Therefore, clothes suitable for sports and leisure have become people's cognition and the mainstream of market consumption, which is also the brand road we have been taking for many years, so this market state can be said to be very conducive to the further development of Mulan;
● International first-tier brands with similar styles, such as Nike and Addidas, are mostly concentrated in first-tier cities such as Beijing, Shanghai and Guangzhou, and their marketing outlets and routes do not directly compete with our brand Mulan, leaving a large market space for Mulan's brand development;
● Competitive brands of the same grade and route, such as Evian, Pure, Momo, Eminu, etc. Or the product style positioning is erratic, or the brand image is not unified, and the corporate culture lacks individuality. , generally can't form obvious comprehensive competitive advantage. The market at the same level is basically in the Warring States period, and a strong brand has not yet been born. This competitive situation is conducive to market competition with Mulang.
● It is difficult to sigh at the businesses that can be heard everywhere, indicating that the market entry threshold has increased, the opportunities for new brands to enter this market have been limited to some extent, and the competition for newly added middle and low-grade sportswear has decreased, which is conducive to being the first person in the market when Mulan is in the market and consolidating and expanding the market position;
● After several years of market exploration, the style of Mulang's existing products is getting closer to the market and more and more accepted by the target consumer groups. Brand market positioning is becoming more and more accurate, and product varieties are becoming more and more perfect. This is a sign of Mulang's maturity. This kind of market experience and lessons have formed the unique competitiveness of Mulang brand, which is conducive to the long-term market expansion of the brand.
● Comparative advantage of price: As the production of products is controlled by ourselves, we can strictly control the cost and adjust the product price to the minimum with market lethality on the premise of ensuring the profit rate, so it has absolutely obvious price difference advantage compared with first-line brands such as Nike and Adidas;
● Advantages of style characteristics: Compared with similar products of competing brands, such as traditional leisure brands headed by Benirall and Giordano, mass leisure brands headed by Metersbonwe, Bang Wei, Bang Wei and Chunjiang, and fashion leisure brands headed by ESPRIT, ONLY and Iger have all added a small proportion of leisure sports to their product lines, and the above brands have already seen the consumption trend of "leisure sports" clothing. But it still maintains the original positioning of the brand itself. Therefore, "leisure sports" will inevitably become the mainstream of trends and consumption. Mulang brand takes leisure sports as the main body and a small part of the above brands as the main theme, and develops a series of unique leisure sports clothes that are recognized and accepted by the market. It injects fashion elements into sports, and applies the modeling and color skills of clothing to the fullest, just right. Form their own distinctive brand personality in the market, rewrite the conservative style of pure sportswear in the past, and promote the new trend of leisure sportswear;
Advantages of fabric materials: the principle of selecting natural pure cotton fabrics and the new year's storage strategy of conventional fabrics ensure product quality and delivery efficiency, and adhere to it for a long time to form the advantage of wooden waves.
Fourth, market positioning.
Fashion sports, health and leisure
2/kloc-0 At the beginning of the 20th century, China was a developing country with rapid economic, cultural and scientific development. Fast working frequency requires modern cities to keep running like machines. Nerves have been in a state of tension, collapse and overload, and the serious overdraft of brain power and the imbalance with physical strength make modern urbanites live in a sub-health state. Being in this state for a long time will inevitably lead to a crisis in mental and physical health.
2/kloc-0 At the beginning of the century, SARS sent a warning signal to the health of all mankind. With the gradual improvement of living standards and ideological quality, people have realized the importance of "health" in social development. For this reason, "health" has become the life proposition of modern people. With the 2006 Asian Games held in Guangzhou, China, and the successful bid for the 2008 Olympic Games in Beijing, China, there will be a lasting "national sports wind" in China.
Exercise has become a fashion, and health has become the theme of people's leisure life. Mulangshi brand clothing takes "promoting the national fitness campaign and promoting the healthy development of society" as the enterprise goal, adheres to the business philosophy of "honesty and mutual benefit, benefiting the society", adheres to the brand purpose of "quality wins the future, service creates famous brands", and fully promotes Mulangshi with the brand positioning of "fashion sports, health and leisure" and the product style of "health, vitality, freshness, comfort, relaxation and fashion".
2. Product style
Fresh and comfortable, healthy and energetic, relaxed and natural, fashionable and dynamic, add fashionable and leisure elements to sports suits, break the previous design ideas of professional sports suits, and advocate a healthy, positive and confident attitude towards life with the concept of "mass sports and leisure" as the core. Lead the fashion trend, and interpret modern people's pursuit of health and fashion in a fresh, comfortable, relaxed and natural way of dressing.
● Sports know no national boundaries, and fashion knows no age. There is no age limit for the target consumer groups of Mulan's brand clothing, as long as they are "advocating natural health, pursuing fashion self, optimistic and confident, and positive", they all belong to our target consumer groups.
Verb (abbreviation of verb) price strategy
Price target: among brands of the same grade, the retail price is obviously lower than that of similar brands, so as to strive for terminal competitive advantage, expand sales revenue and rapidly increase market share at the initial stage of brand entering the market.
2, the main product pricing strategy:
In the new season, the main products and competitive brands 15%-20% are low;
2t non-flagship products, that is, a small amount of image models, account for about 65,438+00% of the whole dish, which is basically the same as the brand image of similar brands;
3. Pricing method:
Market competition-oriented pricing method is combined with breakeven-oriented method.
Six, marketing strategy
Overall marketing concept:
Guided by the "28" theory of the clothing industry, we should seize the key regional markets, concentrate the superior resources of the company in terms of products, manpower, advertising, promotion, etc., do a good job in marketing support and terminal services for key regions or customers, and gradually establish a strong market foundation of several or even one Mulangshi brand, so as to form a sales performance and market reputation that is absolutely superior to competitive brands in the regional market, and then implement the strategy of "point to area" and gradually spread the brand radiation and marketing network.
In order to achieve this marketing goal, we must pay attention to the following aspects:
1, product style and quality are the key.
In view of the current market situation that the sports suit series of Mulang products has a high acceptance and other product series have a poor response, our company should concentrate on the superior resources in design, development and production, focus on the style design, fancy change, fabric collocation and pattern development of sports suits, strengthen the design ability of woven and denim products, develop high-quality products with brand characteristics of Mulang products and meet the market trend to the greatest extent, and at the same time enhance wooden products.
2, the shop terminal image work should be standardized and unified.
At present, the image and terminal display of retail stores are still not standardized and unified, the display effect of individual product categories is not satisfactory, and the store grade and overall coordination are not enough. The company will speed up the design of a new generation of store image, pay attention to the combination of store visual effect and brand characteristic culture, improve overall coordination, show the practicality and space comfort of store image counter layout, and pay attention to highlighting the brand grade with some small display ornaments with brand cultural connotation;
3. Establish the direct marketing system and interactive mechanism of terminal retail shopping guide.
Whoever controls the terminal wins the market. Many clothing brands are unsuccessful not because the products are not competitive, nor because the store image is not good. But because there is no scientific and standardized monopoly chain management system, in this system, the management of people, goods and stores must be masked. Among them, the management of shopping guides, that is, "people", is the most critical and difficult factor to control, especially in the sales success factors of a newly launched brand, the service attitude, sales skills and self-cultivation of shopping guides account for more than 75%, which is also the reason why relationship marketing shows its charm in modern marketing mode. Establishing the interpersonal network between salespeople and customers can continuously maintain the existing market share, increase brand reputation, and attract new customers invisibly on the basis of maintaining old customers, thus increasing market share. According to the statistics of a marketing agency in the United States, the cost of developing a new customer is five times that of maintaining an old customer. It can be seen that terminal salespeople play a key role in brand development. Mulang will first set up his own flagship store in Guangdong, which will not only serve as a training base, but also serve as a "training ground" for operating experimental fields and sales staff. Before the large-scale expansion of the brand, Mulang will make every effort to cultivate and build the "Top Ten Gold Store Managers". Gold medal store managers must be very familiar with product knowledge, proficient in product display and clothing collocation, have first-class sales and communication skills and good psychological quality. Once you become a "gold medal store manager", you will enjoy the treatment of manager level. The gold medal store manager will divide the national market into ten sections and distribute them in his own market area, supervise and train the shop assistants in this area, and immediately convey the latest product information, exhibitions and training materials of the company to every shop assistant. Each "gold medal store manager" has an upper limit of 100 shop assistants, and can deploy personnel in this field. At one time, gold medal store managers would keep instant communication, exchange sales performance through SMS every day, hold a summit once a week through computer network, discuss and analyze the market situation, put forward plans to improve sales performance, and stipulate that each gold medal store manager send a gold medal weekly report to the company headquarters every week, so that the head office can grasp the market dynamics in time;
4, key areas, key franchisees focus on cooperation, key monitoring.
Consider setting up a self-operated' brand flagship store', seize 20% of outlets and ensure 80% of sales performance. For the regions with good brand foundation, well-cooperated franchisees, influential shopping counters with good location and image, we will focus on providing support in goods, shelves, credit, advertising, promotion, terminal materials, etc., and concentrate the company's superior resources to cooperate with these markets, and strive to make Mulan the first brand of sports and leisure clothes in Europe in these regional markets, and beat other similar competitors including Evian, Emino and strangers with absolute advantage; At the same time, in some self-operated regional markets where brands have accumulated well, due to the high rental cost and transfer fee of shops facing the street, in the initial stage of the brand, we can consider choosing the best counter position of the best shopping mall to set up a "brand flagship store of Mulangshi" to quickly occupy the market, gradually improve the brand grade and brand radiation of Mulangshi, and create better conditions for the promotion of sales performance of secondary stores.
5. Promotion should be more standardized and systematic.
Brand promotion in the new season will be implemented and monitored in strict accordance with the general principle of "plan first, then implement, the promotion budget will be included in the sales expenses, and the implementation effect will be measured by the sales performance", taking into account the regional focus, industry seasonality, the importance of product promotion and sales festival, and striving to combine planning with market demand, planning with actual implementation, and the expected results are consistent with the actual results.
20** The promotion expenses in spring and summer will be budgeted strictly according to 65,438+00% of the total order amount of the whole season. See Section VIII for capital budget allocation structure and key regional settings.
● Promotion: Needle-piercing Clothing Forum
Adhere to the promotion strategy of giving consideration to both short-term interests (focusing on sales volume) and long-term interests (focusing on brand image), and take the promotion of major holiday theme gifts as the main way to replace the direct discount promotion that has great damage to brand reputation; On the other hand, it is necessary to improve and do a good job in the promotion of Mulang VIP service system. In the first stage, key regional markets (Beijing, Chengdu, Shanghai, Guangdong and other places) will be taken as the main pilot, and VIP customer service rules will be standardized and improved, VIP customer files will be established, and the implementation of VIP membership system will be comprehensively promoted, so as to form new core competitiveness in regional markets and industries except high-quality terminal customer service products.
● Advertising:
Drawing lessons from the current development strategy of high-end sports and leisure brands in China, Mulangshi is still a season of foothold in the market, improving terminal management, gaining momentum and steadily expanding the brand in the first half of 20**. The advertising cost of the brand for media delivery will not be too large, and the print media that has a great influence on the target consumer groups will be selected as the focus. In terms of media advertising, we should try our best to obtain media advertising opportunities by combining cash with physical objects or directly offsetting physical objects, so as to reduce the cash pressure of the company.
The theme of 20** Spring/Summer advertising will create a brand-new brand fashion movement, healthy and leisure brand core positioning, show the brand culture and product style of Mulang brand from the level of consumers' psychological needs, emphasize the freshness, comfort, health, vitality, relaxation, fashion and dynamic and excellent service of Mulang products, and strive to show the target consumers a brand-new European concept of fashionable and healthy life.
The distribution of advertising fees will mainly consider two aspects. First, in areas where sales performance is stable and there is still room for improvement, and licensed customers can cooperate well, the purpose of advertising is to attract investment, enhance brand awareness, and thus enhance the market share of products; On the other hand, consider the regions with great consumption potential and the company plans to focus on expanding, such as Beijing, Chengdu, Guangdong and other regional markets with strong correlation and large market demand, and use important holidays or public relations activities (such as investment fairs, order fairs, catwalks, static product displays, etc.) before new products are launched. ) and public sponsorship (such as clothing sponsorship of university sports games, sponsorship of local activities, charitable donations, etc. ).
Selection of advertising media: The media selection is based on the industry influence standard and the target consumers' attention standard, and at the same time, with reference to the factors such as the cost per thousand media and the media's own grade, China Clothing Network, Shanghai Clothing, China Clothing, China Clothing Newspaper, Clothing Business Daily, Clothing Times or mainstream newspapers in the industry, as well as regional authoritative newspapers, light boxes in large shopping malls, outdoor wall advertisements and DM promotional materials are mainly selected.
The plan and implementation of promotion and brand advertising need to be monitored by scientific evaluation indicators and references. The department will comprehensively measure the advertising effect from monthly sales market share, shopping mall ranking, brand awareness, brand loyalty and other indicators. And according to all kinds of feedback information, make strategic review and operational adjustment on advertisements.