In April 2003, an advertisement of "Shenfang brand children's digestion tablets" in Hongjitang, a century-old factory in Shandong, suddenly appeared in CCTV 6 and other media. The specific plot is that in a TV commercial shooting scene, the hero pokes his head out of the product packaging bottle and says, "Children don't eat it, please use Xiaoshi tablets." At this time, the director's "cut" suddenly came, which was a children's digestion film.
It is worth mentioning that until 2003, Jiang Zhong brand Jianwei Xiaoshi tablets have been a product, spanning the two digestive drugs markets of adults and children. Although the introduction of "Children's Stomach Strengthening and Digestion Tablets" has been put forward many times in the company, there are many doubts about the necessity of "self-segmentation" in the implementation, which leads to frequent "dystocia" in the segmentation field. First of all, from the medical professional point of view, it seems unnecessary. Hawthorn and malt, the main ingredients in the product formula of Jiang Zhong Jianwei Xiaoshi Tablet, are "medicine and food homologous" plants, which are safe and green and suitable for adults and children. Secondly, Jiang Zhong Company believes that the market of children's digestive drugs has matured and tends to be stable, and its largest share is occupied by Jiang Zhong Jianwei Xiaoshi tablets. The special product for children's digestion is launched from left pocket to right pocket, which only grabs Jiang Zhong Jianwei Xiaoshi tablets' own market. However, the marketing cost of channels, promotion and other series has doubled, but the market share cannot be greatly improved. Finally, Jiang Zhong Jianwei Xiaoshi Tablet has never encountered an opponent's flank attack in the past. Is it too dogmatic to choose such a strategy independently, as if it were divided for the sake of division? Because of these hesitations, and competitors may not have such quick luck, Jiang Zhong Company has been unable to launch children's digestive AIDS for a long time, but adopted a strategy of covering two market segments, and made different advertising demands for adults and children's markets respectively: for adults, the advertisement is "Stomach bloating and abdominal distension, please use Jiang Zhong brand Jianwei Xiaoshi tablets"; For children, it is "If children don't eat it, please use Jiang Zhong brand Jianwei Xiaoshi tablets", which provides opportunities for competing products such as Xiaoer Xiaoshi tablets.
Therefore, the intention of Hongjitang's advertising campaign is to directly target Jiang Zhong Jianwei Xiaoshi tablets and subdivide its children's market. Because the children's market directly subdivided by Shenfang Xiaoer Xiaoshi Tablet is one of the core markets of Jiang Zhong Jianwei Xiaoshi Tablet, and Jiang Zhong Jianwei Xiaoshi Tablet is the main profit source of Jiang Zhong Company. The occurrence of this incident quickly awakened the company's sense of crisis, which made Jiang Zhong truly feel for the first time that the share of Jiang Zhong Jianwei Xiaoshi tablets in the children's drug market may be lost at any time, so it is imperative to introduce new children's digestive drugs.
Faced with this crisis, Jiang Zhong Company implemented the following coping strategies:
1. In Hongjitang's base camp, Shandong, Anhui, Henan and other places, the promotion of Jiang Zhong Jianwei Xiaoshi tablets was intensified, among which the amount of TV advertisements tripled, and a large-scale and long-term "buy one get one free" campaign was launched. In order to prevent it from expanding to the whole country by comprehensively suppressing its sales and cutting off its cash flow. In a short time, the participating Xiaoer Xiaoshi tablets were expelled from the market.
2. Conduct a detailed market survey to find out what consumers really think. The survey found that: (1) parents are short of "children's digestive drugs" to choose from, and they are worried that the use of "adult drugs" by their children will do harm to their health, resulting in an alarming number of children who do not use drugs and a large number of blank markets; (2) There are many local competing products, most of which are "mixed brands", lacking the protection of brand barriers and easy to be robbed;
(3) At present, the satisfaction of children's drug users in Jiang Zhong is "falsely high", and parents are worried that children will use "adult drugs", resulting in low dosage and room for improvement.
3. At the end of 2003, Jiang Zhong children's stomach-invigorating and digestion-promoting tablets were officially launched.
4. Mobilize all elements, create differences in sub-categories, and let consumers fully feel the differences.
(1) Jiang Zhong Jianwei Xiaoshi Tablet is designed for children to get rid of the influence of "adult medicine". The tablet type is 0.5g (0.8 g for adults), which is more suitable for children in terms of specifications and capacity. The cartoon pattern of "animal" is also pressed out on the pill, which tastes sweet and sour and is the favorite taste of children. At the same time, children's cartoon heads are marked in conspicuous places on the packaging to highlight the identity of children's medicines. These improvements make the products of children's Jianwei Xiaoshi tablets better meet the needs of children in all aspects, and constantly remind parents that this is a product specially for children.
(2) In the packaging design, it continues the overall style of Jiang Zhong brand Jianwei Xiaoshi tablets.
(3) Children's Jiang Zhong Jianwei Xiaoshi Tablets will be displayed next to Jiang Zhong Jianwei Xiaoshi Tablets as much as possible; If conditions permit, it will also be displayed at the children's medicine counter.
(4) The retail price is 6 yuan, which is basically the same as Jiang Zhong Jianwei Xiaoshi Tablet.
(5) It provided sufficient funds for the advertising of children's Jiang Zhong Jianwei Xiaoshi tablets.
(6) In the advertisement of children's Jiang Zhong Jianwei Xiaoshi tablets, we should first develop categories, and the advertisement should repeatedly tell consumers that "children don't eat for children" to attract target consumers to keep trying to buy them, so that children's Jiang Zhong Jianwei Xiaoshi tablets will become the first category in consumers' minds.
(7) In order to clearly distinguish between children's Jianweixiaoshi tablets and adults', the protagonist of the advertisement used Fei Fei (), a movie star with great affinity, while the adult TV advertisement of Jianweixiaoshi tablets continued to use Guo, a sketch star.
Children's Jiang Zhong Jianwei Xiaoshi Tablets soon after it went on the market, its sales volume increased rapidly in the whole country. In just half a year, the sales volume has exceeded 200 million. This greatly enhanced Jiang Zhong's confidence in children's wear. Therefore, in the fund allocation of Jiang Zhong Company in 2005, children's Jiang Zhong Jianwei Xiaoshi tablets were given priority protection, and huge promotion expenses were invested to seize the spiritual resources of "children's digestive medicine".
Question:
1. Combined with case analysis: What is the main reason for the success of this marketing strategy of Jiang Zhong Company?
2. In this marketing campaign, how to ensure the effectiveness of market segmentation of Jiang Zhong Jianwei Xiaoshi tablets?
3. How to make an effective marketing mix in the children's market of Jiang Zhong brand Jianwei Xiaoshi tablets?
4. Why should the overall style of Jiang Zhong brand Jianwei Xiaoshi tablets be extended in the packaging design of children's Jiang Zhong brand Jianwei Xiaoshi tablets?
1. A: The key to a brand's fundamental victory in the market lies in the formulation and implementation of its brand positioning strategy. On this point, quote Philip? Kotler's original words: "Solving the positioning problem can help companies solve the problem of marketing mix. Marketing mix (product, price, channel, promotion) is essentially the result of positioning strategy and tactics. "
In the case of insufficient market competition, if an enterprise succeeds in a certain marketing link (such as channel), it may win. In the modern marketing war, formulating and implementing a successful brand strategy is the key to win the war, but the "magic weapon" that is still talked about by many enterprises at present, such as the distribution rate and strong promotion, will soon become commonplace and lacking in the cruel market competition-it is only a necessary condition for every enterprise to survive, and the correct brand positioning strategy is the "fundamental solution" for enterprises to win, because-"
2. A: Instead of being subdivided by competitors, it is better to subdivide by yourself. Today, it has become the knowledge of most enterprises. For Jiang Zhong Jianwei Xiaoshi Tablet, it covers two market segments, namely, digestive aid for adults and children. The situation of consumers and competitors in these two markets is different, which forces Jiang Zhong Company to formulate two sets of competitive strategies and implement two sets of promotion schemes on one product, but the same product has taken two advertisements on TV. Therefore, "promoting children's digestive products" was put forward by Mei Cheng Consulting Company, and it was also recognized by some people in Jiang Zhong Company, especially the marketing department. It has not been a new topic for a long time.
However, there are many doubts about the necessity of "self-segmentation" strategy in the middle of the river, which leads to frequent "dystocia" in segmentation.
First of all, from the medical professional point of view, it seems unnecessary. Hawthorn and malt, the main ingredients in the product formula of Jiang Zhong Jianwei Xiaoshi Tablet, are "medicine and food homologous" plants, which are safe and green and suitable for adults and children.
Secondly, Jiang Zhong Company believes that the market of children's digestive drugs has matured and tends to be stable, and its largest share is occupied by Jiang Zhong Jianwei Xiaoshi tablets. The special product for children's digestion is "from left pocket to right pocket", which only grabs Jiang Zhong Jianwei Xiaoshi tablets' own market. However, the marketing cost of channels, promotion and other series has doubled, but the market share cannot be greatly improved.
Finally, Jiang Zhong Jianwei Xiaoshi Tablet has never encountered an opponent's flank attack in the past. Is it too dogmatic to choose such a strategy independently, as if it were divided for the sake of division?
Because of these hesitations, and competitors may not have such quick luck, Jiang Zhong Company failed to launch children's digestive drugs for a long time, but adopted the strategy of covering two market segments, thus providing opportunities for competing products such as children's digestion tablets.
At the beginning of 2004, Jiang Zhong Marketing Department entrusted Mei Cheng to conduct a special study on "the profit growth point of Jiang Zhong Jianwei Xiaoshi tablets in 2004". It is this task that has enabled researchers in Mei Cheng to conduct a comprehensive and in-depth investigation, thoroughly clarify the position and cognition of Jiang Zhong Jianwei Xiaoshi tablets in consumers' minds, and correct the misunderstanding of Jiang Zhong Company that "the growth of children's digestive drugs market is limited". The research results in recent two months show that:
1. Parents lack "children's digestive drugs" to choose from. They are worried that children's use of "adult drugs" is harmful to their health, resulting in an alarming number of children who do not use drugs and a large number of gaps in the market;
2. The local competing products are complicated, mostly "miscellaneous brands", lacking the protection of brand barriers, and easy to be robbed;
3. Jiang Zhong's existing children's user satisfaction is "falsely high", and parents are worried that children will use "adult drugs", resulting in low drug dosage and room for improvement.
There are many ways to subdivide a market. However, not all segmentation is effective. The most common misunderstanding of enterprises is to open up a market segment that does not exist in consumers' minds, and these segmentation concepts simply do not conform to consumers' existing knowledge and experience, just like the "smokeless" incense introduced by Renault.