Barker-Cures colds, black-and-White

First, Barker-treatment of colds, black-and-White

1995, "White plus black" listed only 180 days of sales to break 160 million yuan, in the crowded cold medicine market split 15% of the share, boarded the industry's second brand status, in the Chinese mainland marketing communications history, is a miracle. This phenomenon is called "White plus Black" shock, in the marketing industry has produced a strong impact.

In general, it is difficult to find a "unique sales proposition" (USP) in a homogeneous market. Cold medicine Market similar drugs are many, the market has been highly homogeneous state, and both Chinese and Western medicine, it is difficult to make a substantial breakthrough. Tai grams, Cabernet, Sanjiu and other "big stars" by virtue of a strong advertising offensive, only to occupy a piece of territory, and the strength of the force is not very strong pharmaceutical companies, in just half a year later on the habitat, the key lies in a new product concept.

"White plus black" is a great idea. It seems simple, but the cold medicine is divided into white and black pieces, and the cold medicine in the sedative "flutter-sensitive" in the black film, nothing else to do; in fact, it is not simple, it is not only in the appearance of the brand and competitive brand form a big difference, more importantly, it and the consumer's life form in line with, has reached the strong dissemination effect which initiates the association.

With the help of the advertising company, "White plus black" identified a simple and concise advertising slogan "Treatment of colds, black-and-white", all the core message of the advertising is "daytime to take the whites, not sleepy, evening to take a black film, sleep Incense." Product names and advertising messages are clearly communicating product concepts.

Ii. robust, 27-layer purification

After a round of "water fights", the drinking market has formed a pillars pattern: Wahaha, robust, farmer spring, even the powerful master Kang has been squeezed out of the drinking water market. Looking at the success or failure of water, the success of robust pure water has benefited from its "27 layers purification" marketing communication concept.

Robust pure water listing at the beginning, it is recognized that the rational appeal to establish a deep brand identity of importance, so there is "27 layers of purification" this rational appeal of the birth of classic ads.

When pure water was just beginning to prevail, all the ads for pure aquatic brands said that their pure water was pure. Consumers do not know which brand of water is really pure, or more pure, robust pure water in a variety of media to introduce a unified advertising, highlighting robust pure water after 27 layers of purification, the purity of its pure water put forward a strong point of support. This series of ads in many similar products quickly stand out in the ads, robust pure water purity to the audience left a deep impression, "robust pure water after 27 layers of purification" soon became known. "27-layer purification" to consumers a "very pure, can trust" impression.

What is 27-layer purification? is the other pure water manufacturers not reach the process? Not too. USP, one word, marketing communication concept.

Third, the farmer spring, sweet and happy

1998, Wahaha, robust and many other drinking water brand war has been the smoke, and in front of Wahaha and robust, just came out of the farmer spring appears to be weak, in addition, the farmer spring only from the Qiandaohu water, transport costs are high.

Farmers spring at this time into the market, and in just a few years to resist the impact of many domestic and foreign brands, and stabilize the industry three, one of the successful elements of its differentiated marketing strategy. and the direct expression of differentiation comes from "a little sweet" concept of creativity-"farmer Spring a little sweet."

"Farmer Spring" really a little sweet? Not also, the marketing communication concept just. The farmer spring Water comes from the Qiandaohu, is the spring which summarizes from many mountains, after Qiandaohu's self-purification, purifies, can say is the sweet spring. But how to let the consumer intuitively recognize the farmer spring "origin", how to form a beautiful "oasis" impression? This requires a simple and image of the concept of marketing communication.

"Farmer Spring is a little sweet" does not require water must be a little sweet, fresh water is a synonym for good waters, just as the coffee taste is bitter, but Nestle Coffee is said to taste good is very good coffee. In Chinese there is the word "Gan Quan", the explanation is sweet water. "Sweet" not only transmits a good product quality information, but also directly reminiscent of the sweet and refreshing spring water, drink up natural feeling "a little sweet."

Four, comfortable skin--later people occupy the market of toilet soap

March 1992, "Shu Jia" entered the Chinese market, and as early as 1986 into the Chinese market "Rexroth" has firmly occupied the soap market. The epigenetic "Shu Jia" in just a few years time, abruptly to "Guinness" from the throne of soap overlord pulled down. According to the 2001 data, the market share of the skin is 41.95%, which is 14% higher than the second Guinness.

There are many factors in the success of the skin, but the key point is that it has found a novel and accurate concept of "bacteria removal".

When the Chinese began to wash their hands with soap, Shu Jia began its more than 10 years of "education work" to the Chinese hands really wash clean-see the stains washed away, invisible bacteria you washed off it?

In the marketing communication of comfortable skin, to "remove bacteria" as the axis concept, the pursuit of "effective removal of bacteria to protect the whole family", and in the ads through football, car, carry gas canisters and other scenes to tell you, life will infect a lot of bacteria, with a magnifying glass of bacteria "scare you jump." Then, Shu Jia again through the "containing antibacterial ingredients ' di skin protection '" Rational appeal and experiment to prove that Shu Jia can let you wash hands "clean", in addition, through the "Chinese Medical Association certification" Enhanced brand Trust.

Five, Brain platinum--Yell China gift Market

In China, if anyone mentions "no gifts for the holidays this year", anyone can say to you that "gifts only receive brain Platinum". Melatonin has become the first representative of China's gift market.

Sleep problems have always been a problem for the elderly, because of insomnia and lack of sleep are everywhere. According to statistics, at least 70% of women in the country have a lack of sleep, and 90% of the elderly often sleep poorly. The "Sleep" market is so big, however, in the Red Peach K with "blood", three oral liquid with "conditioning gastrointestinal" concept to create China's health care products Market peak, in the health care industry reputation fell to the bottom, the brain platinum alone by a "sleep" concept can not rapidly rise.

As a single variety of health care products, brain platinum in a very short period of time to quickly start the market, and board China Health care products Industry "leader" of the throne, leading China's health care products industry for five years. The most important factor of its success is to find the axis concept of "gift giving".

China, the state of etiquette. There are festive gifts, visit relatives and friends, patient gifts, public relations gifts, wedding gifts, subordinate to the superior gifts, the young people to the elders gifts and other gifts, gift market how vast. The success of the brain platinum, the key lies in the huge gift market, and preconceived benefit from the "positioning first" law, the first one to clearly define themselves as a "gift"-to guide the trend of consumer gift positioning.

Six, farmer Orchard, a "shake" three "birds"

Two a fat father and son dressed in a beach shop to buy drinks in front of a beverage store;

See the Farmer Orchard posters on a "Farmer orchard, drink before shaking";

So the father and son raised his hands, funny and lovely twist of the body, beautiful sales lady looked suspiciously at them;

(lens): The Farmer Orchard is modulated by three kinds of fruit and shakes before drinking;

(vision) Two of sons and fathers who continue to twist their hips away.

The first time I saw this ad, first a happy, then very excited-the Chinese marketing industry has a great classic concept!

is also the health Hall, is in a competition already very intense industry, is also a classic marketing communication concept, will create another marketing miracle! We cannot but the health care of the comrades in the Church of the hearts of admiration!

Unified flagship female consumer market, shouting out "More drink more Beautiful" slogan, Master kang, Jian Li Bao, Huiyuan, etc. have also adopted the beauty line. Master Kang signed the "Daily C Juice" to the flag, Jian Li Bao hired Asian pop days as the "fifth quarter" of the image of the spokesperson, Huiyuan in the publicity for a while after the cold filling, invited the most popular Korean film star June as "really fresh orange" spokesperson. Pet packaged Juice Market, all of a sudden beauty such as clouds.

And then the farmer Orchard "not for the confused", shot uncommon, and once again using a differentiated strategy to a movement as its unique brand recognition-"shake".

This is a great idea!

Three kinds of fruit are modulated, shake before drinking. "Shake" the most image intuitively implied that consumers it is made of three kinds of fruit modulation, shake a shake to make the taste uniform; In addition, the more wonderful is the silent victory sound to convey the high content of juice-because I have a high content of juice, shaking can shake the more dense matter of such a concept. "Shake" Behind the "I have the goods" subtext.

In the farmer orchards before the words, many fruit juice drinks and even oral liquid product packaging will have such a row of small print-"if there is precipitation, for the pulp (active ingredient) precipitation, shake well after you drink." This line of fine print seems to be to eliminate a misunderstanding-that is, the precipitation is not my product is broken, shake and drink on the line. Actually is a very good selling point--it proves that the product fruit juice content is high, but this kind of language has been many years in each kind of packing, no one has paid attention to the corner of "Ugly Duckling". The farmer's orchard found the White Swan and dressed her up as a star-a wonderful slogan, "Shake It Before drinking", became a unique selling point.

At the same time, on the perceptual identity, "Shake" makes the propaganda appeal and the similar juice product different, with its unique interest, entertainment to add consumer memory.

Seven, 1:1:1, Golden Dragon fish than a new world

In China, Kerry Oil (under the Malaysian Chinese founder of the Guo Brothers group Hong Kong Branch) of the "Golden Arowana" edible oil, 10 years has been the absolute superiority of the small packaging edible oil industry's first brand status.

Blend oil This product is "Jinlong fish" created. At the outset, golden Arowana in the introduction of foreign already very popular salad oil, found that although there is a market, but not entirely accepted by the people. The reason is that although the degree of refining of salad oil is very high, but not too much oily incense, not in line with Chinese eating habits. Later, the golden Arowana developed will peanut oil, rapeseed oil and salad of mixed products, so that the pure health and the Chinese people's demand combination, making product innovation finally won the Chinese market.

In order to "golden Arowana" to create a strong brand, "Jinlong fish" in the brand innovation, from the original "Warm Family", golden Arowana to promote "healthy life golden Arowana", however, in the years of marketing communications, these "vague" brand concept, in addition to consumers remember the "Golden Dragon Fish" This brand name, There is no more association, and there seems to be no clear understanding of what it is to reconcile the oil guru.

2002, "Golden Arowana" again jumps the Dragon Gate, obtains the new breakthrough, the key lies in its new marketing dissemination concept "1:1:1". Seemingly simple "1:1:1" concept, with "1:1:1" optimal nutritional formulations of the rational appeal, not only to convey the image of the Golden Dragon fish from three kinds of oil to reconcile the characteristics, and let consumers "mistakenly think" only "1:1:1" golden Arowana is the best edible oil.

Ten years to grind a sword. Golden Arowana In 2002 years to let Chinese consumers really understand the blend of oil, the key is to find a simple concept of marketing communication.

Eight, take the music to go crumbs, excavate the new selling point of medicine

In the long 10 years of time, to nutrition, supple, dandruff represented by the Three Musketeers Pantene, fluttering soft, flying silk almost monopolized the Chinese shampoo market, most of the share. Want to have a development in the shampoo industry are all the three mountain pressure to breath, all survive in the shadow of Procter and gamble hard to see daylight. Later, "Shulei", "Wind Shadow", "Hazeline", "Rexroth", "floral" and so on more let many shampoo brand difficult to break through. Mining music "Mountain", the domestic market for dandruff shampoo has been quite mature, from the product demand point of view, it seems that there is no gap can be drilled. And Xi ' an production of "mining music" to dandruff specific, the beginning of the market will be successfully cut into the markets, sales rose, a solo show.

"Music" is the breakthrough is the cure. Its success mainly comes from the product creativity, the shampoo when the medicine to sell, at the same time, based on this ingenious marketing channel "each big pharmacy has the sale" is also the work.

To dandruff specific, in the pharmaceutical industry can not find a strong competitor, in the field of shampoo more No-man! Mining music found a very good market space, and unique product quality, successfully occupied the market.

"Dandruff is caused by the excessive propagation of fungi on the scalp, removing dandruff should kill the fungus; ordinary shampoo washes off the hair, and our method kills the fungus on the hair, uses it 8 times, against the root. ”

The above unique product functional appeal, effectively grasped the target consumer's psychological needs, so that consumers to solve dandruff at all, forget to dandruff shampoo, think of "mining music."

Nine, Haier oxygen bar air-conditioning, aerobic exercise has vitality

Bring up the air-conditioning industry, we often think of "price war", just as everyone is speculating about 2003 who will be the first to start a price war shooting, and more than last year, when the shooting, the market appeared a consumer's eyes shining, and marvel of products: Oxygen bar air-conditioning.

In the "SARS", "Cool Summer", the price of raw materials, such as multiple "oppression" in 2003, Haier air-conditioning still has a decent performance, the most important factor from the product (concept) innovation-oxygen bar air-conditioning.

It is not so much the success of product design as the success of conceptual innovation, but the success of satisfying demand by paying close attention to consumer life. Oxygen bar The idea of air-conditioning is simple-based on the indoor due to the closure of oxygen shortage (although this relative lack of oxygen does not have much impact on people), the oxygen content is increased by air conditioning, and the principle is simple--according to the Haier air conditioner expert who designed the air-conditioner, only a special oxygen-enriched membrane is added to the air-conditioner, So that the oxygen concentration through the film to 30%, and then the air pump will contain 30% oxygen into the room, thereby ensuring adequate indoor air oxygen, not only to ensure the vitality of people, but also to avoid the occurrence of air-conditioning disease.

Haier Oxygen bar air-conditioning, through the product (concept) of the differentiated design, realize another beyond. In other air-conditioning brands hold high price butcher knife bloodshed, Haier once again through a simple and great innovative products (concept) alone to enjoy a higher profit.

Ten, Huiyuan juice--"cold" hot market

June 3, 2003, in the juice market a hot war sound, Huiyuan Group in Beijing officially launched the "cold" plan, the domestic 9 well-known food experts in a "Huiyuan pet aseptic Cold Filling Technical Appraisal book" On the signing of their names.

Experts, including Pambere, vice president of China Light Industry Federation, said Huiyuan's first application of pet aseptic cold filling technology in domestic juice industry would make the Chinese juice market enter a new stage of "technology decision market". The so-called "cold" program, that is, Huiyuan pet aseptic cold filling production technology. In Huiyuan "Pet cold filling" advertisement, an orange "swish" tore off a representative "traditional hot filling" of the orange.

Aseptic Cold filling technology, the use of instantaneous sterilization, and then at 25 degrees Celsius at ambient temperature filling, can minimize the heating time of fruit juice, so that the loss of heat-sensitive components greatly reduced, so as to ensure that the taste of fruit juice more natural. There is a problem caused by many people puzzled, Huiyuan early in 2001 introduced 3 aseptic pet production line, but why to the June 2003 only big to preach?

The concept of marketing communication.

Huiyuan found a valuable concept in 2003 years. Can consumers distinguish between hot-filling juices and cold-filling juices? No, too. But consumers can obviously feel the "cold" is good to drink, "cold" will not make the nutritional components damaged. We do not need to study the so-called "hot filling" in the end, the nutrition and taste of how much impact, but as long as we generally think that "cold" than "hot" is good enough!

Marketing, the product to the consumer, but also to the concept of the value of the consumer in the heart.