Brand marketing is to manage a single product, mobilize all resources and concentrate on building a brand-new brand before the formation of a corporate brand. Brand marketing is product-centered, and only by relying on products can we create a marketable brand. The core idea is the organic coordination and full play of planning, teamwork and execution.

Looking back on the course of successful domestic enterprises, there are countless cases of winning by brand marketing:

Melatonin makes the giant group make a comeback;

Huiren Shenbao has established a large pharmaceutical group-Huiren Group;

Paidu Yang Yan Capsule has made Panlong Haiyun Pharmaceutical;

Danshen Dripping Pills made by Tasly Group;

300,000 yuan can pry open the "eye-catching" market in Shanghai;

Guhan Health Refining Company established a listed group-thunis Guhan Group.

Yiren opened the Shanghai market with a net investment of 654.38 million yuan and an annual return of100000 yuan. ...

There are many such brands. Analyzing their marketing strategies, almost all varieties are brand-drivers. From product brands to corporate brands, the popularity of product brands is even much higher than that of corporate brands!

1. Find differences for products.

Difference is the killer of new products. Determining the difference of brand personality can at least reduce the marketing cost and marketing risk.

According to the principle of brand marketing success, the difference is the product itself, such as the difference of product dosage form, the difference of ingredient formula and the difference of region; It can also be the difference of product added value, such as technical difference, naming difference, concept difference and so on.

The difference of product dosage form is eye mask and good mood oral liquid;

There are gold partners, ancient Chinese health essence and Sambo Shuangxi ointment, with different formula components;

There are Baixiaodan and melamine, only 1, with different names.

The conceptual differences are Xinfujialing Cream, Shufujia, Tetracalcium and Cher.

Find a good reason for the buyer.

Creating a good reason for consumers is the essence of brand marketing communication strategy, which is very important for everyone.

In view of the fact that professional men pay attention to work and ignore health, most of them are in sub-health state, but their consumption rationality is the reason for the failure of most products. We suggest putting it another way, for the buyer and for the other half.

For the elderly, we explore the culture of filial piety, and for the younger generation, carry forward their traditional virtues of caring for and respecting their elders.

For example, the early "in fact, men need to care more";

It is said that men with families are so happy, but who knows how hard it is for men to support their families.

Last year, Kebang's Sixteen Elements of Men;

"one person makes up, two people are happy";

Huiren Shenbao "He is good, I am also good"

"Father's nourishing wine" such as Coconut Island Deer Turtle Wine.

Whether it is aimed at middle-aged men or the elderly, emotional appeal to buyers is the core of communication. As long as it is used properly, it can successfully knock on the hearts of buyers and make the sales of products climb all the way.

3. Popularization of communication strategies

The marketing planning and implementation of health care products is the most thorough. OTC and functional cosmetics are also based on the marketing of health care products. Why do people always complain that the China market is too strange to succeed according to the operation mode of the regular army? Because many foreign consulting companies always design and plan domestic health care products according to brand ideas and pursue aestheticism, although the image far exceeds most products, the sales volume has not improved, and even the market door has not been knocked open. On the contrary, some other products adhere to the idea of localization and popularization, and after new products are put on the market, they quickly open their markets and become market-leading brands.

Melatonin is the most controversial advertisement. Some people think it is creative and vulgar, but its advertisements have strong sales force.

There are also products of Harbin Pharmaceutical Co., Ltd., and TV advertisements can be described as straight to the point, with clear meaning at the beginning and no aesthetic feeling at all, but the TV promotion power of Harbin Pharmaceutical Co., Ltd. is very suitable for the local mass market, and its highest input-output ratio is as high as 1: 7.5.

4. Set up competition barriers

Competition barrier is the embodiment of brand marketing personality charm. Competing products are difficult to follow up in the short term, and it is also difficult to enjoy the market developed by themselves. When the golden partner is shouting "Designed for China people", it seems that other vitamins are not suitable for China people; When the gold partner claims that he does not contain "phosphorus copper", it seems that all other vitamins contain "phosphorus copper". Flaunting yourself in this way is not only easy to distinguish competing products, but also can immediately expose the "shortcomings" of opponents.

There are also dosage forms that set up competition barriers, such as Guizhi Fuling of Kangyuan Pharmaceutical Co., Ltd., as a gynecological medicine, protecting varieties from the dosage form of "soft capsules" is enough to make opponents fall behind for five years. Zhongjing brand Liuwei Dihuang Pill seems to be synonymous with concentrated pills in Liuwei Dihuang Pill varieties.

Similarly, as a product with the main function of tonifying kidney, the charm of China ancient health essence is more unique, and a unique product name makes it impossible for opponents to follow up normally. When people think of Mawangdui's China ancient regimen, they will naturally think of "China ancient regimen".

5. Hold the terminal position firmly.

We all know the importance of terminal marketing. Many enterprises and even mythical terminals are indeed the last link and the most important one to promote sales. We have no reason not to pay attention to it. Baixiaodan and Qumei are better brands in terminal marketing, which are very effective in terminal packaging, in-store promotion and square promotion activities. Greatly saved the cost of its advertising investment.

In East China market, the dispute between Biyang yak strong bone meal and magic yak strong bone meal is typical. When Biyang yak put TV and newspaper advertisements in high-frequency media, the magic yak quietly seized the terminal and followed Biyang's terminal point, with a larger distribution area than Biyang. The packaging box is slightly larger, but the price is slightly lower. The terminal follows up so skillfully, and even specializes in the weakness of the opponent by means of promotion, so as to minimize its marketing cost.

Of course, the cost of terminal marketing is very high, and sometimes it is inevitable that the input and output of a single product will be unbalanced. However, as Wanji, Kangfulai and Jinri Group, which are famous for their traditional tonics, their terminal marketing is very good. The more varieties, the lower the marketing cost, the more dominant the strength and confidence support shown to consumers, and the sales performance will naturally be extraordinary.

6. Make it easier to claim interest.

Interest appeal point is the core competitiveness of drug and health care products marketing. No matter how good your product is, if there are no clear highlights to convince consumers or remember, your product may be submerged in many similar products. Therefore, marketing investment is wasted.

Melatonin was originally a product engaged in functional propaganda, but a market study found that people's behavior of buying melatonin as a gift became a fashion. Then, in connection with many obstacles or mines in function promotion, the planner simply positioned the product as a "gift", which led to the marketing swan song of "no gift this year, only melatonin". Gift positioning makes the benefits of melatonin clearer and more accurate, and also makes the market of health care products and gifts romantic to the extreme.

Red Heart K has been emphasizing quick blood supplement, as if other products are slow to replenish blood, so that their interest can impress consumers more. There are also many weight-loss products, and new products are constantly emerging every year. If you stand out from the crowd and work hard, when the ingredients are not enough to show your advantages, you will have the domineering spirit of Taiji Group "Please use Qumei to lose weight".

White plus black cold medicine is aimed at people's habit of working during the day and resting at night. In the early stage, the simple appeal of "eating white films during the day, not sleeping, eating black films at night and sleeping soundly" was introduced, which was different from other cold products. With the improvement of product awareness, manufacturers have launched the suggestive advertising appeal of "white with black when catching a cold".

7. Don't forget to sell products at any time.

A successful business manager never forgets to promote products and always makes some related greetings with products as the core. The success of China Ancient Health Essence is inseparable from the persistent career spirit of its founder, Mr. Shen Jiaqiu. From scratch, Shen Lao seized any opportunity to promote products. Even if Guhan became a listed company, when Shen Lao attended the meeting in Beijing, he did not forget to recommend the ancient Chinese health essence to important leading cadres. Moreover, he targeted the promotion of his products at model workers all over the country, and each person sent two boxes to experience the magical effect of the ancient Chinese health essence.

Also, when Sambo Shuangxi boycotted the national kidney-tonifying brand, Sambo people introduced the legendary stories of "Sambo Shuangxi Xiamian" and "Gyro Film", which were widely circulated in people's lives in the form of folk stories to publicize the kidney-tonifying and yang-strengthening functions of the products.

During the festival, Shanghai Yiren. com sorted out short sentences about product brand functions and sent them to women to convey "fresh" greetings and blessings.

8. Let the products borrow star style.

Not every enterprise is willing to spend money or can afford to spend it by asking stars to advertise. Nowadays, the appearance fee of stars is always so expensive that most enterprises can't afford it. However, the success of "Recyclable" is also largely due to the star's style, which enhances the popularity and connotation of the product.

Early adoption firmly grasped Ms. Shanghai's psychology of liking "foreign things", and talked about the storm of "eye-catching method" from Shanghai, so as to make the star entertainment circles in Seoul and Tokyo "recover the heat" as much as possible, such as the top ten reasons why Japanese and Korean female stars chose to adopt it, and explained the concept of "beautiful eyes shining in the world" incisively and vividly, so as to convey the fashion trend of the brand.

You can also take advantage of the Sandy Lam Shanghai concert to have a star addiction, take a star express train to get close to the top ten Oscar beauties, and trigger a hot discussion on "Who has the most beautiful eyes among the top ten Oscar beauties".

Yirenjing started from Yi Nengjing, which aroused the suspicion that Yi Nengjing could be the spokesperson of Yirenjing, and issued a series of press releases aimed at attracting women's attention and expanding the popularity of new products entering the market. Laxi seal is full of the star's light, and the function of a product is so vivid in three words.

Good mood, from the perspective of "quality director", has turned a well-known "fake hero" into a more credible role than the image spokesperson, and fully explained the quality and efficacy of good mood at a lower cost than star addiction.

The name "Nicholas Tse" is even more sensational, and the homonym of the star "Nicholas Tse" is enough. Although it has attracted some criticism, the popularity of the product has risen sharply. For producers, the dissemination of products and functions has achieved its goal and is also a successful method.

9. Dig deep into potential demand

The potential demand lies in creation and guidance. When all acne products mostly say that oil and water are unbalanced, acne leaves no trace, and it is easy to recur, the new skin mite cream finds people's potential concerns from a very simple medical knowledge, that is, the harmfulness and infectivity of mites, and regards mites as a threatening appeal, which increases people's attention and promotes purchase.

Lideshan also positioned a common vitamin C as a natural product to prevent colds. Everyone knows that colds are difficult to treat. Therefore, Li Deshan put forward the concept of prevention, advocated the prevention of urban families and the whole family in the cold-prone season, and tapped the potential demand.

Gold partner is a multi-vitamin product. It is generally believed that vitamins can be eaten or not, even if they are lacking. The Golden Partner tells the adverse symptoms and reactions of each vitamin deficiency and its serious consequences from the opposite direction. That makes sense. It has greatly opened up the family market. The survey found that its three kinds of packaging for different groups of people are just suitable for the whole family.

Lipid-regulating products are difficult to be effective. Many enterprises are optimistic about the huge market potential, but it is really difficult to operate by themselves. When blood lipid is high, people don't care about the harm of blood lipid, but when blood lipid is high enough to produce pathological reaction, people can only maintain the balance of blood lipid or blood pressure and blood sugar through drugs, and health care products that only reduce blood lipid are ineffective, so this has become a problem for most enterprises.

When planning a hypolipidemic product, we quoted many classics, cited the harm of cardiovascular and cerebrovascular diseases and worldwide problems, talked about the harm of hyperlipidemia from the perspective of blood vessels, put forward the concept of prevention, deeply tap the potential demand, and start with early symptoms to maintain blood lipids at a healthy and safe level.

10. Explore a new marketing model

Different brands have different paths to success, and there are many successful models of brand marketing. If the product price is high, the initial investment is not large, and there is no corporate background support, you may wish to try club conference marketing. When the voice of high-altitude media makes consumers refuse to choose, when more and more consumers lose confidence in advertising, club sales can play an important role. One-to-one family marketing model embodies more care and consideration, and can deepen product reasoning, fully display scientific and technological components, and lock in the target audience in the passionate marketing atmosphere of more than two hours. How can there be products that can't be sold? Tiannian was the earliest manufacturer of conference marketing in China, and later there were sunset beauty, rare nucleic acids, eight peaks amino acids and even Tianqu capsules. There are no big advertisements, only hot sales scenes, which is the charm of conference marketing.

No matter which brand, conference marketing must have the following characteristics: high product price; High-tech products (traditional products are not suitable); Suitable for middle-aged and elderly people, especially the elderly; It's universal.