First, white plus black-treating colds, black and white.
1995, "White Plus Black" was listed for only 180 days, and its sales exceeded1600,000 yuan, occupying a share of 15% in the crowded cold medicine market and becoming the second brand in the industry, which is a miracle in the history of marketing communication in Chinese mainland. This phenomenon is called "white plus black" impact, which has a strong impact in the marketing field.
Generally speaking, it is difficult to find a unique selling proposition (USP) in a homogeneous market. There are many similar drugs in the cold medicine market, and the market has been highly homogenized, so it is difficult to make a substantial breakthrough in both Chinese and western medicines. Contac, Livzon, Sanjiu and other "big names" only occupied a piece of land by virtue of a strong advertising offensive, while Gaitianli, a pharmaceutical company with weak strength, came from behind in just half a year. The key lies in a brand-new product concept.
"White plus black" is a good idea. It seems simple, but cold medicine is divided into white tablets and black tablets. The sedative "chlorpheniramine" in cold medicine is put in black tablets, and others are not done; Actually, it's not simple. Not only is it very different from competitive brands in appearance, but more importantly, it conforms to the lifestyle of consumers and achieves the strong communication effect of Lenovo.
With the help of the advertising company, "white plus black" has determined a simple and clear advertising slogan "Treating a cold is either black or white". The core message of all advertisements is "eat white films during the day and don't sleep;" Shoot black films at night and sleep soundly. " The product name and advertising information clearly convey the product concept.
Second, Shu Fujia-the soap market dominated by latecomers.
1March 1992, Shu Fujia entered the China market, while Lux, which entered the China market as early as 1986, has firmly occupied the soap market. The epigenetic "Shu" abruptly pulled "Lux" from the throne of soap overlord in just a few years. According to the data of 200 1, Shufujia's market share reached 4 1.95%, which was 14 percentage points higher than the second-ranked Lux.
There are many successful factors of Shu Fujia, but the key is to find a novel and accurate concept of "sterilization".
When Chinese people just started to wash their hands with soap, Shu started the "education work" for more than ten years, asking China people to really wash their hands-have you washed away all the visible stains and invisible bacteria?
In marketing communication, Shu takes "sterilization" as the axis concept and calls for "effective sterilization to protect the whole family", and tells everyone in the advertisement that many bacteria will be infected in life, and the bacteria under the magnifying glass will "scare you". Then, through the rational appeal and experiment of "Dibaofu with antibacterial ingredients", Shu proved that Shu can make your hands clean. In addition, the brand trust has been enhanced through the verification of Chinese Medical Association.
Third, melatonin-sipping China gift market.
In China, if someone mentions "no gifts this year", anyone can tell you "only take melatonin as a gift". Melatonin became the first representative of China gift market.
Sleep problem has always been a difficult problem for middle-aged and elderly people, and people who lack sleep due to insomnia abound. According to statistics, at least 70% of women in China lack sleep, and 90% of the elderly often have difficulty sleeping. The "sleep" market is so big. However, after the concept of "nourishing blood" and "regulating the stomach" was introduced by Red Heart K, the health care product market in China reached its peak, but when the reputation of health care industry fell to the bottom, it was impossible for melatonin to rise rapidly only by a concept of "sleep".
Melatonin, as a single variety of health care products, was quickly launched into the market in a very short time, and ascended the throne of China in health care industry, leading health care industry in China for five years. The most important factor of its success lies in finding the axis concept of "gift giving".
China, the land of etiquette. There are many kinds of gift-giving behaviors, such as Chinese New Year gifts, visiting relatives and friends, giving gifts to patients, public relations gifts, wedding gifts, subordinates giving gifts to superiors, young people giving gifts to elders and so on. How big the gift market is. The key to the success of melatonin lies in its positioning in the huge gift market. And thanks to the principle of "positioning first", it takes the lead in clearly positioning it as a "gift"-leading the consumption trend with gift positioning.
Fourth, the powerful 27-layer purification
After rounds of "water wars", the drinking water market has formed a three-legged pattern of Wahaha, Robust and Nongfu Spring, and even the powerful Master Kong was once squeezed out of the drinking water market. Looking at the success or failure of each water, the success of Robust pure water largely benefits from its marketing communication concept of "27-layer purification".
At the beginning of the listing of Robust pure water, we realized the importance of establishing deep brand identity with rational appeal, so the classic advertisement of "27 layers of purification" was born.
When pure water first became popular, all the advertisements of pure water brands said that their pure water was pure. When consumers don't know which brand of water is truly pure, or purer, Robust pure water has launched advertisements with unified selling points in various media, highlighting that Robust pure water has been purified by 27 layers, which provides a strong support for its purity. This series of advertisements quickly stood out among the advertisements of many similar products, and the purity of Robust pure water left a deep impression on the audience. "Robust purified water has been purified by 27 layers" and soon became a household name. "27 layers of purification" gives consumers an impression of "very pure and trustworthy".
What is the 27th floor purification? Is it a process that other pure water manufacturers can't achieve? Not exactly. USP, just talking, is just a concept of marketing communication.
Five, Nongfu Spring, sweet and happy.
During 1998, Wahaha, Robust and many other drinking water brands were in full swing, but in front of Wahaha and Robust, Nongfu Spring, which just debuted, was weak. In addition, Nongfu Spring only takes water from Qiandao Lake, so the transportation cost is high.
Nongfu Spring entered the market at this time, and in just a few years, it resisted the impact of many domestic and foreign brands, ranking among the top three in the industry. One of the success factors lies in its differentiated marketing strategy. The direct expression of differentiation comes from the concept of "a little sweet"-"Nongfu Spring is a little sweet".
Is Nongfu Spring really a little sweet? No, it's just a concept of marketing communication. The water of Nongfu Spring comes from Qiandao Lake, which is collected from many mountains. Qiandao Lake is a sweet spring after self-purification. But how to make consumers intuitively and vividly understand the "origin" of Nongfu Spring and how to form a beautiful "Ganquan" impression? This requires a simple and vivid concept of marketing communication.
"Nongfu Spring is a little sweet" does not require that the water must be a little sweet. Sweet water is synonymous with good water, just like coffee is bitter, but Nestle coffee says it is delicious, which means it is good coffee. There is a word in Chinese called "sweet spring", which means sweet water. "Sweet" not only conveys good product quality information, but also directly reminds people of sweet and refreshing spring water, which will naturally feel "a little sweet" when drinking.
Six, farmers' orchards, one "shaking" three "birds"
Two fat fathers and sons bought drinks in front of a drink shop in beach clothes;
I saw a poster on the farmer's orchard, which said, "Farmer's orchard, shake it before drinking";
So the father and son raised their hands and twisted their bodies funny and lovely, and the beautiful salesgirl looked at them suspiciously;
(Turn the camera) Oral broadcast: shake three kinds of fruits in the farm orchard before drinking;
(Foreground) The two fathers and sons, who kept twisting their butts, walked away.
When I first saw this advertisement, I was happy at first, and then I was very excited-a great classic concept appeared in China marketing circle!
Yangshengtang, a highly competitive industry and a classic marketing communication concept, will create another marketing miracle! We have to admire the comrades of Yangshengtang!
Unify the main female consumer market and shout the slogan "Drink more and be more beautiful". Master Kong, Jianlibao and Huiyuan also took the beautiful route. Master Kong signed Liang Yongqi to cheer for the "Daily Juice C", and Jianlibao hired Ayumi Hamasaki, the Asian pop diva, as the image spokesperson for the "fifth season". After a period of publicity, Huiyuan invited Gianna Jun, a popular Korean movie star, as the spokesperson of "Real Fresh Orange". In the PET-packed juice market, there are many beautiful women all of a sudden.
Later, the farmer's orchard "was not confused by the beauty of women" and made extraordinary efforts. Thirdly, it uses differentiation strategy and takes an action as its unique brand recognition-"shake".
This is a great idea!
Made of three kinds of fruits, shake well before drinking. "Shake" is the most vivid and intuitive hint to consumers. It is made of three kinds of fruits, and shaking can make the taste even. In addition, what is even more wonderful is to convey the concept of high fruit juice content-because my fruit juice content is high, I can shake thicker substances evenly with a shake. Behind the "shake" is the subtext of "I have the goods".
Before the advertisement was printed in the farmer's orchard, many fruit juice drinks and even oral liquid products would have such a row of small words on the packaging-"If there is precipitation, precipitate the pulp (active ingredient), please shake it well and drink it safely". This row of fine print seems to dispel a misunderstanding-that is, if there is precipitation, it doesn't mean that my product is broken. Shake it well and drink it. In fact, it is a good selling point-it proves that the product has a high juice content, but this language has been used in various packaging for many years, and no one has ever paid attention to the "ugly duckling" in the corner. The white swan was found in the farmer's orchard, dressed up beautifully and packaged into a star-a wonderful slogan "shake before drinking" became a unique selling point.
At the same time, in terms of perceptual identity, "shake" makes the propaganda appeal very different from similar juice products, and increases consumers' memory with its unique fun and entertainment.
1: 1: 1, arowana is better than Xintiandi.
In China, 10, the "Arowana" edible oil owned by Kerry Cereals and Oils (Hong Kong Branch of Guo Brothers Group founded by Malaysian Chinese), has always been the first brand with absolute advantages in the small package edible oil industry.
Blended oil is a product created by Arowana. When Arowana introduced salad oil, it was found that although there was a market, it was not fully accepted by Chinese people. The reason is that although salad oil is highly refined, it doesn't have much fragrance, which doesn't conform to the eating habits of China people. Later, Arowana developed a product that mixed peanut oil, rapeseed oil and salad oil, which combined the purity and hygiene of salad oil with the needs of China people, and finally won the China market with product innovation.
In order to build Arowana into a strong brand, Arowana has been constantly innovating in brand, from the initial "warm family". Arowana family "to" healthy living arowana ". However, in the years of marketing communication, these "vague" brand concepts have not caused more associations except for letting consumers remember the brand name of Arowana.
In 2002, "Arowana" leaped over Longmen again and made a new breakthrough. The key lies in its brand-new marketing communication concept "1:1:1". The seemingly simple concept of "1:1",combined with the rational demand of "1:1",not only vividly conveys the characteristics of arowana mixed with three oils, but also makes consumers "hit by mistake".
Sharpen a sword every ten years. Arowana only let consumers in China really know about blended oil in 2002. The key is to find a simple concept of marketing communication.
Eight, picking music and removing dandruff, mining new selling points of drugs
In the long 10 year, Pan Ting, Rejoice and Head & Shoulders, the three musketeers of P&G represented by nutrition, softness and dandruff removal, almost monopolized most of the shampoo market in China. Enterprises that want to develop in the field of shampoo are all overwhelmed by these three mountains and all live in the shadow of Procter & Gamble. Later, Shu Lei, Feng Ying, Xia Shilian, Lux and Floral make it difficult for many shampoo brands to break through. The domestic dandruff shampoo market is quite mature at the time of "coming out of the mountain". From the perspective of product demands, there seems to be no loophole to be exploited. The "Le Cai" anti-dandruff specific medicine produced by Xi Anrang Sang successfully cut into the market at the beginning of its listing, and its sales volume rose steadily, making it stand out from the rest.
The breakthrough of "gathering music" is to treat diseases. Its success mainly comes from product creativity, selling shampoo as medicine, and at the same time, the ingenious marketing channel of "all major pharmacies" based on this is also indispensable.
Anti-dandruff specific drugs, in the pharmaceutical industry can not find a strong competitor, in the field of shampoo more like nobody's business! Le Cai has found an excellent blank market area and successfully occupied the market with its unique product quality.
"Dandruff is caused by the overgrowth of fungi on the scalp. Dandruff removal should kill fungi; Ordinary shampooing can only remove dandruff from hair. Our method kills the fungus on the hair, using it 8 times, aiming at the root cause. "
The above-mentioned unique product functional demands have effectively grasped the psychological needs of the target consumers, and made consumers forget the dandruff shampoo and think of "picking music" when they want to solve the dandruff problem.
Nine, Haier oxygen bar air conditioning, aerobic exercise is full of energy.
When it comes to air-conditioning industry, people often think of "price war". Just as people are guessing who will be the first enterprise to start a price war in 2003 and how long it will be before the year of departure, a product that makes consumers shine and marvel: oxygen bar air conditioner.
In 2003, Haier air conditioning still performed well under the multiple "oppression" of SARS, intense heat and rising prices of raw materials. The most important factor comes from the innovation of product (concept)-oxygen bar air conditioning.
It is not so much the success of product design as the success of conceptual innovation, and the success of the way to meet the needs arising from paying attention to consumers' lives. The idea of oxygen bar air conditioning is simple-according to the lack of oxygen caused by indoor closure (although this relative lack of oxygen has little effect on people), the oxygen content is increased through air conditioning; The principle is also very simple-according to Haier air conditioning experts who designed this kind of air conditioner, it is only necessary to add a special oxygen-enriched membrane to the air conditioner, which will increase the oxygen concentration to 30%, and then introduce the air containing 30% oxygen into the room through the air pump, thus ensuring that the indoor air is full of oxygen, which not only ensures people's vitality, but also avoids the occurrence of air conditioning diseases.
Haier oxygen bar air conditioner has achieved another transcendence through the differentiated design of products (concepts). When other air-conditioning brands are killing each other with high prices, Haier enjoys high profits again through a simple and great innovative product (concept).
X. Huiyuan Juice-"Cold" Hot Market
On June 3rd, 2003, in the fierce battle for juice market, Huiyuan Group officially launched the "cold" plan in Beijing, and nine famous domestic food experts signed their names on a "Huiyuan PET aseptic cold filling technology appraisal book".
Experts including Pan, vice president of China National Light Industry Federation, believe that Huiyuan's first application of PET aseptic cold filling technology in domestic juice industry will make China juice market enter a new stage of "technology determines market". The so-called "cold" plan is Huiyuan's aseptic cold filling production technology for PET. In Huiyuan's advertisement for "cold filling of pets", an orange left behind an orange representing "traditional hot filling".
Sterile cold filling technology, which uses instant sterilization and then filling at 25 degrees Celsius, can minimize the heating time of juice and greatly reduce the loss of heat-sensitive components, thus ensuring the taste of juice is more fresh and natural. There is a problem that bothers many people. Huiyuan introduced three aseptic PET production lines as early as the beginning of 200 1, but why didn't it be publicized until June 2003?
Marketing communication concept.
Huiyuan only found a valuable concept in 2003. Can consumers tell which is better, hot-filled juice or cold-filled juice? No, either. But consumers can clearly feel that "cold" is delicious, and "cold" will not destroy the nutrients in it. We don't need to study how much the so-called "hot filling" affects nutrition and taste, as long as everyone generally thinks that "cold" is better than "hot", that's enough! Marketing, put products in front of consumers, but also put the concept of value in consumers' hearts.
Revelation 1: Consumers' brand awareness
In today's market, it doesn't matter what the essence of your product is (the progress of science and technology makes it easy for everyone to be highly homogeneous in products), what matters is how consumers view your brand. In the 1990s, D.E. Schultz, a famous professor at Northwestern University in the United States, pointed out in his first book, Integrated Marketing Communication (IMC) that in a homogeneous market, only communication can create differentiated brand competitive advantages. And effective communication needs a concept of "axis" based on consumers' desires.
Modern marketing needs imagination more than ever, and grasping imagination is the key to success. Finding valuable product concepts through scientific methods also requires great creativity-through simple and profound concepts, consumers can understand them most intuitively. "robust 27th floor purification", "nongfu spring is a little sweet", "arowana1:1","farmer's orchard, shake before drinking" and so on, all through a specific concept, people have a series of beautiful associations with the brand-nothing to say, in a word.
Revelation 2: The best marketing is to create good products (concepts).
The famous marketing guru kotler said: Every market product is a different combination of intangible activities and tangible promotion. Successful products should use professional technology and rich imagination to create value-for-money products. The innovation of products such as oxygen bar air conditioner is not mysterious. Adding an oxygen-enriched device to the air conditioner is the application of "combinatorial innovation method", just like taking pictures with mobile phones and electronic eyes. And most importantly, this innovation makes it unique, because it occupies the psychological market of consumers. The market is the final position for testing products. The best marketing is to create good products (concepts), and to meet the individual needs of consumers is to occupy the market.
The success of Haier oxygen bar air conditioning brings us a new enlightenment: enterprises pay attention to the differentiation of intangible activities, which can create products expected by users and carefully introduce differentiated market potential products (concepts), which will bring tangible and profitable market space to enterprises.
Revelation 3: Is USP out of date?
USP is the abbreviation of Unique selling propose in English, which means unique selling proposition, which is commonly called selling point. Darby advertising company in the United States was first put forward as its own business philosophy in the 1960s, and then flooded the advertising industry.
According to Mr. Rozel, chairman of Darby, USP has the following characteristics:
Every advertisement must state a proposition to consumers: "You will get this specific benefit by buying this product."
-this proposition must be unique, and competitors will not or cannot put forward it. It can be the uniqueness of the brand, or it can be a proposition that is generally not available in this particular advertising field.
-This idea must strongly impress millions of people, that is, attract new customers to use your products.
Facts have proved that USP is an effective thinking tool for marketing conceptual creativity, and many marketers have created "big ideas". Although, the idea of the 1960s, after all, showed its limitations in modern marketing. However, in the China market, where the competition is not very fierce compared with developed countries, the theory still shows its great power. Almost all the top ten marketing concepts listed above come from USP, which fully proves the powerful power of the theory.
Revelation 4: Skills of Concept Refining-Description of Specific Standards
The explanation of specific standards is one of the important methods of selling point refining and copywriting, which can make consumers feel trust. In the above ten cases, robust 27-layer purification and arowana1:1all adopted this strategy. In addition, many successful brands have adopted this strategy in marketing communication, which has been tried and tested:
-Governor brand cigarettes: there are 20,000 filter particles to be filtered;
-Little Swan washing machine: 7500 times trouble-free;
—— Fukang Automobile: 300,000 seat durability tests, 288-hour vehicle exposure tests, 50,000 door opening durability tests, 4,000 km wheel side impact tests, and more than 3,800 solder joints were torn one by one;
-Jiujiu Wang Mu Trousers Industry: The joint efforts of 5,600 people have created one. The sewing needles of Jiuwangmu pants are: sewing needle 10462, sewing needle 330, making number 500, pulling number 500, pulling ear 800 and buckle 160, totaling 23,000.