How far is planning, deception and fraud?

CCTV's 3.15 party this is the consumer as the "most want to see the TV show", the reason is that CCTV's party every year will reveal a batch of production of fake and shoddy products, including well-known enterprises and multinational companies, not only the national consumer concern, and the state industry and commerce and other relevant management departments are eyeing, Ready to Wenfengerdong, so every year near 3.15, many enterprises are like "exam" as nervous! Busy with a lot of corporate PR managers, but also will be happy 3.15 party to stay in the hotel sales managers, because corporate PR managers will occupy the "advantage" of the hotel's other rooms to reserve a space.　　　The 2007 3.15 party set in the CCTV's MUI-Ya Hotel, the company's public relations manager to live in, had to be disappointed, but according to the party's director of the show, they will receive a number of public relations managers every day through a variety of ways to enter the enthusiastic "consultation" phone. 　　"Mastermind" and Zhao Benshan's teacher out of the same gate? A retired PR manager laments that corporate public relations quickly became a "doctor", The Tyranny of "cheat" sequela, enterprises in order to improve sales performance, highlighting the product selling point, but also can not compete with competitors, often for "planning" some gimmicks, many are "edge", or is simply "Rooster eggs" The contents of such a fabrication, once stabbed, will be suspected of false publicity, last year's "European Code" is a vivid example, in fact, some products may not be bad, "cheat" after the fire will be a problem, if the CCTV, especially 3.15 party such a program to seize, products and businesses have both killed are possible, are "fooled" 　　Cause the trouble, so I quit, can't afford the heart. Zhao Benshan relies on his north-east style of "planning" "Kung Fu", in the CCTV Spring Festival party and "sell a turn", and "selling cars", for nine consecutive years to get the first class, using the northeast to summarize the content of the success of the essay is to "cheat", not only to be fooled into believing and willing to pay, but also feel grateful. If the "planning" ability of Zhao Benshan selling and selling cars is regarded as marketing means, then 2007 CCTV 3.15 party revealed the "Ma capsule" and "Tibet secret Row Oil" slimming tea "stealthily" and "new bottle of Old wine" commercial packaging, and Zhao Benshan "cheat" should be a disciple, different is Zhao Benshan to become an actor, These "planners" went to the marketing, with the Men Shi Brothers in different industries development; Zhao Benshan brings the audience more laughter and inspiration, while some "planners" are "fooled" consumers from their pockets at the same time to take away money; Zhao Benshan won the audience applause and love, "fooled" consumers of enterprises and "planners" 　　Although also earned a pot full of pots, but fell a infamy in the ages!　　 　　Are the Division brothers, the gap between the person is so big! 　　Analysis of the "cheat" Dafa demand is the market! Zhao Benshan from "sell a turn" to "sell the car" is firmly grasped the fan role of "demand", while Zhao Benshan campThe unique thing about selling skills is that he can "find" or inspire his needs from a seemingly free consumer. And let the other party believe, and willing to pay immediately, this for those who have obvious needs of consumers such as weight loss, as long as the "correct" to guide consumers much more difficult, the need for "fooled" The skill also wants to be high much, summed up Zhao Benshan's marketing skill to have three steps roughly: 1, according to the product function (or virtual out of the function) to find the target consumers; 2, to eliminate the potential customers of the product's efficacy, quality and price of the various concerns; 3, encourage the consumption of immediate payment purchase; Enterprises or nominally existing enterprises, want to let consumers take the initiative to buy their own products, compared to Zhao Benshan in the stage "cheat" to be more complex, can be said to be a systematic project, from product positioning, concept packaging, publicity, agent investment, channel construction and so on the shortest time required more than three months, But as long as can from the consumer there can "cheat" back money, and can get away before the incident, there are always some "planning" master this busy. So as long as we come up with a local circulation of the largest newspaper, you can see several familiar product advertising, or half a version or a whole edition, a variety of large font title content thriller The same, so that consumers dazzling, the only purpose is to impress consumers, The means to let consumers believe that although the pattern is constantly renovated every year, but summed up the basic has the following tricks to be taken as a magic weapon: 1, High-tech; This is almost a necessary promotional weapon for health products, beauty, weight loss and reproductive health, such as the American aerospace technology products boasted by "Mamie Capsules" Similar to the guise of a foreign well-known research institutions, the world's top 500 enterprises research and development, a multinational company spends huge sums of research on the latest scientific and technological achievements and patented technology, and so on, if the company said its products are patented technology, in fact, it is easy to away, as long as the agency in the patent application to do a query to find out, 　　Some enterprises are the nominal patent, in fact, only their own products for the outer packaging and modeling applications for the utility model and design patents, with their own product quality and efficacy at all, and its main purpose is to let consumers show their effectiveness and quality assured; 2, authoritative certification; If consumers are not reassured about the function of their propaganda, you can take the authority to authenticate this recruit, increase credibility, such as foreign or domestic a well-known university professors for their dedication, a foreign authoritative certification body of the assessment of qualified reports, an international organization issued an honorary certificate, "Tibet secret Drain Oil" Capsule is the product of the mastermind of individuals in Hong Kong registered "Tibetan Medicine Research Institute" as the product of the production of producer units, what's more, its products have been certified by the FDA, the U.S. Food and Drug Administration, and have successfully landed in the U.S. market, and most of these are trueReal lies, FDA management of five categories of products, food and medicine is one of the two categories, such as drugs, before entering the U.S. market must be approved by the FDA, such as dietary supplements, before entering the U.S. market without the FDA registration or approval, but must ensure the safety and effectiveness of the product, And in line with the FDA Dietary Supplement label regulations can be, and the domestic market can hype the FDA certification is more health care products, at most, as food into the United States market, if it is classified as a drug to obtain FDA certification into the United States market is false propaganda, 　　Because it costs tens of millions of of dollars to pass FDA's drug certification, and the cycle is long, domestic medicines have been certified as few as yet. 3, star endorsement, High-tech and authoritative certification after the two strokes used, consumers have been upgraded from "ignorant" to "dubious" levels, then let such consumers like their favorite star appearance, the product of the flag, the use of celebrities, celebrity visibility and influence to deepen the consumer's credibility of the product, So all kinds of entertainment stars in the company's planning, even the Internet reds are directed at the company's expensive endorsement costs stand up for the product to speak, frequent participation in various promotional activities of the enterprise, but for the quality and efficacy of the product is indifferent, as the product was exposed those who do not cherish their feathers star also overdrawn their own credit, 　　 　　Also by some planners to "plan" a. 4, the concept of packaging, "Tibet secret Oil" products and Tibetans to meat but not fat reasons between the establishment of association between associations, used as a reason to persuade consumers, from the professional point of view of marketing planning is undoubtedly that there is a punctuate, behind the fencing for its marketing people according to CCTV reports have won the domestic "top ten planners." The honor, it can be seen that its planning skills is not easy, but this planning to leave the product's actual function and quality has become a castle in the ground, and Zhao Benshan "planning" of the "egg laying rooster" is a kind of products, is to "cheat" consumers for the purpose of planning! Similar concept of planning in the market is not uncommon, for example, 2006 once the popular "fat-throwing machine" weight loss equipment, the advertising of such products to the consumer to convey a concept, leading to fat when the machine vibration can be thrown out of the body, a variety of actors play the role of experts in TV direct advertising repeatedly to the consumer preaching, There is no scientific basis for the magic of "pork fat experiment" let consumers believe that, time a variety of brands of fat-free machine products swept domestic major cities, the industry has a blowout growth, but this kind of products, CCTV and the National Quality Inspection Department jointly, exposing the "fat-throwing machine" weight loss equipment has no scientific basis, There is no effect, "fat-throwing myth" from the shattered, as if a night between such products from the newspaper, television and shopping malls completely disappeared, a business concept was planning to come out of thin air, a busy and so on to make enough money, the trader and the dealer in the rotten tail before the blink of an end, the following manufacturers if not yet in time to withdraw will beHold, it is more like a game of the stock market, the difference is that they are in the "bo" Consumer money! 　　5, the new bottle of old wine; 2007 CCTV 3.15 Evening party revealed the "Ma capsule" and "Tibet secret Row Oil" weight loss tea have used this gongfu, known as "planners" alike. Although the old product does not fire up, but some planners and enterprises always Hui, do not rush to the product of "death penalty", but "reprieve", so that the product before dying to continue to contribute to their own light and heat, and their own to go through a variety of cumbersome procedures to register a new product, but not as "his mountain stone, can attack Jade", 　　The use of off-the-shelf unknown old products to repackage commercial packaging, as to whether the success of packaging, it is the level of planning problems and product quality and function is basically irrelevant. So in CCTV's report, unveiled claims to have reproductive health function of the "Ma capsule" and "Tibet secret Discharge Oil" gorgeous packaging, "Ma capsules" prototype is "Health Kang" capsules, health food approved by the Ministry of Health in January 2002, approved health-care function is to improve sleep; and "Tibet Secret Oil" diet tea prototype is " 　　Paraquat Diet Tea ", before and after the repackaging of its raw materials have not changed any, but also no Tibetan medicine ingredients."　　 　　is also a product, after a careful planning of enterprises from the "pig" dozen created "seven fairies", the formula has not changed, the composition has not changed, "planning" before and after the gap is so big? 6, bait; The trademark law of our country does not stipulate how many trademarks a product can use, which means that the enterprise can apply for the registration and use of multiple trademarks for the product, and the same trademark can be used in multiple similar products. But in the relevant departments of formal approval of registered product name can only be one, and can not change at will, for two of times packaged products, the name of the registration number to change is a very cumbersome thing, using the original name propaganda certainly not, "paraquat diet Tea" is also "Tibet secret drainage Oil" is in the publicity to weaken the original product name, Display the product name in a small font on the outer package of the product "Paraquat tea", with a Tibetan font style of large Chinese character trademark "Tibet secret Oil" as the main propaganda language, to mislead consumers to think "Tibet secret Oil" is the product name.　　 　　At this point, as long as the mind to play a swap concept of the trick to complete a "new product" to build. 　　7, illegal publicity, the state stipulates that health food advertising must be approved by the provincial Food and Drug Administration departments before the approval of the number can be issued, and the release should not arbitrarily tamper with the approved advertising content. 　　At the same time, the National Health Food Advertising Review interim provisions, health food products must not contain the assertion or guarantee of product efficacy, not to consumer name and image for product efficacy as proof. 　　After packaging the concept of the product has changed, the function has changed, and then continue to use the original approval of the advertising content naturally is not to meet the "cheat" consumers, market start-up needs, how to do? Since there is a politicalStrategy, naturally there are countermeasures. 　　With the example of "Tibet's Secret discharge oil", the Drug regulatory department approved the advertisement approval number of three red dream brand Paraquat Tea for the Beijing Outsell Health Products Development Co., Ltd. One is a TV version, two is a text version, but the company in the national media is not published in these three advertising content, but after the unauthorized version. 　　The answer is: overtly, hands ready.　　 　　Approval is a version, released is another version, the nature of the two version of the content has a very alarming gap! 　　8, the selling point sensational; to consumers believe that the product is not difficult, the front of the "cheat" means enough to make some of the discrimination is relatively weak, rivers and lakes experience relatively few consumers believe it, the difficulty is to be able to impress consumers, in addition to the rationale of Xiao, but also to move to "love", because the feeling to the depths, "pay" there is no resentment worry-free! Enterprises and planners at this time eight, recount, a variety of sensational selling points of advertising overwhelming, summed up there are the following categories: Holiday gift selling points, such as "This year's feast is not gifts, accept so-and-so"; family selling point, parents send their children such as learning machine products; 　　Wives send husbands such as smoking cessation product category, the husband delivers the wife, the boss sends the subordinate and so on, sends the health selling point, for example health product class; Slimming slimming selling point, such as: fat-throwing machine, weight loss food, slimming clothing, and other reproductive health selling points, increase the selling point, beauty spot selling points, etc. 9, advertising bombing, with enough to let consumers believe that the "theoretical basis", and have to impress the consumer sensational advertising content, the rest is the advertising bombing, the products are generally used from the international brand Nike to learn from the business model OEM production, trader dealer on the avoidance of production links may bring investment risk, 　　Therefore, advertising has become the biggest risk of the market, if a large number of ads out of the product sold, these upfront large investment and advertising fees will be wasted. How to effectively put the ads is a highly professional technology, the banker in order to be cautious and insurance during the general selection of a province in the country to do the first "test water" sex to see the effect, but also familiar with the old dealers nationwide simultaneous listing. Most common methods are selected local mainstream newspaper media for full-page or half version of the text plus pictures hard advertising bombing, supplemented by radio stations, some funds can also be on television advertising, more important "weapon" is soft, this is the "deceptive" the strongest soft advertising, but also the most difficult to identify ordinary consumers,　　 　　The easiest way to induce consumers to buy their intentions; another type of TV direct products rely mainly on the garbage time of each television station to take turns carpet bombing consumer eyeball and ear. 10, the channel of the king, the terminal to win, in the marketing industry has been regarded as the law of marketing success, the planning ability of the dealer to rely on market response to verify that the investment must rely on channels to recover, the channel has become the most success or failure of all plansAfter the key, annual investment promotion of health products has become a banker and agents to discuss the summit can not be missed, these big channel business hands hold huge shopping malls, pharmacies and supermarket sales network, can be in a short period of time to spread the products to all sales terminals to match the market marketing, so the enthusiasm of the channel by what to drive? 　　CCTV 3.15 Evening exposure of the "Tibet Secret Row Oil" survey, gave us the clearest and clear answer! 　　A box of "Tibet Secret Row Oil" product market price is 29 yuan, but to the agent price only 6 yuan, the channel merchant each box can earn 23 yuan the difference. 　　"Profiteering"! 　　Use "profiteering" to describe all some pale!　　Because the makers and channel operators are very clear that this does not have the actual effect of "cheat" products will not have repeat customers, they also do not expect the root can deceive consumers a second time, so only make one time money, one will earn enough! 　　"Marketing" of the three realm of marketing is to complete from commodity to currency this thrilling leap tool! 　　Marketing is also a public device, like a sword, can kill, can save people! 　　Marketing can serve as a brand entrepreneur, or it can be used to defraud consumers, even tucaihaiming! Product and Marketing True and false mixed interpretation of the different three realms: true product real marketing "medicinal herbs good, medicine is good" a classic advertising words to clarify the good product quality can have a good effect; Similarly, a good product can support a good brand, standardized, smart marketing can make good brand inheritance evergreen, consumers of the production 　　Product and brand loyalty and love, even promoted to become a symbol and national spirit of the symbol, this is the Coca-Cola enterprises whose brand value far exceeds the value of their assets. The quality of real products is generally not a big problem. Even obtained the recognition of consumers, but as the boss often have the idea of quick success, in order to make their sales scale rapidly increase, inevitably to the "brand" planning and packaging, said more clearly is "water injection", 　　can be registered in a foreign shell company, and then apply for a registered trademark in the country, and then get a foreign taste of China's full name, the twinkling of an eye into the "foreign brand", such a rapid approach in clothing and many other industries are very popular. 2006 by 3.15 Party exposed "European code Floor" feel a little injustice, the quality of the wood flooring products do not have much problem, CCTV reports also did not cause consumers to its product quality complaints tide, but Xinoudian false propaganda made a fatal mistake, called himself a German brand, All are imported products manufactured and processed abroad, these two "mishap" to bring their own disaster, although the company after the CCTV high-intensity Hurricane baptism has not fallen, but also tried to let their products back on the market, trying to comeback, but a national people know in the business of cheating consumers, Its brand is difficult to obtain the recognition of consumers, a person who wants to be a business has been hit by his own clevernessTo the foot, ruined their own painstakingly built brand, indeed regrettable! Fake product fake to say "cheat" marketing, Zhao Benshan is kind of marketing people, at least to sell fan "crutches" and "wheelchair" no quality problems, just fooled the consumer without real demand, belong to the category of true product false, and CCTV 3.15 Party exposure "Ma card capsule", the original approval function is to improve sleep,　　 　　There is no reproductive health function, and Zhao Benshan in the "plan" coined out "will lay the rooster" is not the same products, fake products naturally will not have real publicity. 　　Marketers, take responsibility for their conscience! 　　"Chinese entrepreneur" magazine editor-in-chief New Wengwen to those who rely on fraud to engage in product promotion, predatory development market marketers called "marketing locusts," where a piece of land, barren! This is a group of moral lack of marketing people, but in the guise of marketing people misleading enterprises, or with the makers of conspiracy to deceive consumers, they did not do hundred years of enterprise ideals, but not the idea of a century brand, but a shot to change a place, just want to earn a ticket to go, leaving the TV direct sales and health care industry, such as the overall market shrinkage,　　 　　Consumers have also been fooled into a scary, really, fake do not believe that this is the recovery of the market to bury the hidden dangers of trust! 　　As the theme of this year's 3.15 party "take responsibility for the heart";　　 　　Because every marketing person is also a consumer! 3. 15 ended as long as their own business did not in CCTV 3.　　　　 　　15 party "Jinbangtiming", the public relations manager of these enterprises long sigh of relief, relieved to make "Bishing", as long as fake products and false propaganda, next year they will come again! 　　PostScript: Who for consumers tricksters? 2007 CCTV 3.15 Party revealed the "Ma card" Capsules production Enterprises "Big Fool technology Company", in the product packaging on the nominal site for Shaanxi province Xianyang, Shaanxi for the reporter's home, for the "Ma card" a little memory, after a variety of textual research, "Ma card" and Shaanxi province Lantian County (now Lantian District, under Xi ' an city jurisdiction, Known as the production of Lantian Jade) dialect homonym, have "muddled" meaning, "ma card" capsules can be interpreted as "confused" capsules, and the company name "Big Fool technology Company" has "big fool if Wisdom" meaning, more "fool the public" suspicion! Whether CCTV or Shaanxi TV reporter in Xianyang local investigation, "Big fool technology Company" have no business registration, the factory address is actually a grocery store, this is a company ready to disappear!　　 This is a carefully crafted scam by a marketing master! Will die in silence.