Jian Li Bao and other beverages marketing strategy began to reverse the market change

With the temperature rising all over the country, we will also have a hot summer day. This summer, in addition to the crazy bombing of the music talent show, the beverage market is the most active area. In recent years, the domestic beverage brands in the peak season sales, we found that the beverage marketing model is quietly changing, enterprises are constantly innovation. Some of the brand's marketing strategy is really worth scrutiny and try to figure out, to some extent, there is some reference significance.

Speaking of this, had to mention that year's Wanglaoji, although the present Wang Old Ji and Gado has "forgotten in the lake", but "to donate 100 million, buy empty ban Wang Old Ji" promotional means really let it fire a. But history will not repeat itself, such promotional means can only be fixed in the era. But careful analysis can be learned that Wanglaoji's promotional means to catch a few points: times, differences and demand. 5.12 Earthquake is a landmark event, in this earthquake relief, when other enterprises are still in the voting heart, Wang Old Kat reverse thinking, shouting "blocked" slogan, the focus of a sudden grasp of the psychological needs of consumers. No doubt, Wang Old Ji succeeded. Obviously, grasps this three principle is the beverage brand marketing breakthrough.

Back to the current era of life, drink brand marketing although not to use the "another bottle, put the dollar in the packaging" and so on such a cliché, but Wanglaoji means obviously has not "spirit", and then use is to violate market law performance. Beverage Enterprises understand that there is no difference, showy, formality promotional activities is undoubtedly a failure, sometimes actually do better than not to do. In the face of the current consumer demand and market changes, they have to do is to reverse the city change.

In the recent beverage brand promotion campaign, Red Bull launched the "Race against the clock to win the prize" activities, the organizers said, where the activities in the region to buy Red Bull vitamin function drink promotional products, found that the ring on the printed award words, you can get the corresponding prizes, prizes for tablets, fashion headphones, beverage products and other types. The event organizers statistics comprehensive winning rate of 15%, the total amount of prizes is about 404 million yuan. Overall, Red Bull marketing is relatively more in line with the needs of consumers, such as tablets and headphones are young people more interested in things. But the activity form is relatively unitary, and lacks the innovation, the lottery rate is not high also causes the promotion "weak" one factor.

In contrast, Jian Li Bao launched the "SMS win Grand Prize, good gift every day to send (today to July 31, 2013 (deadline))" Activities are more representative. Consumption of the day from the purchase of Jian Li Bao promotional products can participate in SMS interaction, winners have access to Samsung Galaxy Noteⅱ (N7100) 16G, Ipad Mini 16G and 38-dollar Alipay gift package, the number of prizes more than 140 million, a comprehensive winning rate of 100%. The total value of the prizes is about 5.6 billion yuan.

On the surface, it seems that the health of the marketing campaign is not too special, but with Red Bull activity a pair of words, obviously see Jian Li Bao promotional activities firmly grasp the core of the three main points of marketing, in general have a certain counter-city innovation spirit. First of all, this age, Jian Li Bao's prizes are all young people like: digital, networked, network shopping, and Alipay, 1th stores, the 1th color, only the use of goods will be the same as the innovation and cooperation model, reflecting the difference of its marketing, especially the 1th color set, is a gift package design a big bright spot, Many winners also get more chances of winning and benefits. At this point, there seems to be no more bright spots for Red Bull.

In addition, Jian Li Bao activities carried out minisite, official microblogging online, forum, news, reds and opinion leaders, such as the full network of resource synchronization integration, but also the form of marketing promotion of innovation, seize the consumer's current lifestyle characteristics, creating a completely intimate with the young mainstream consumers of new contact points, But Red Bull's activity on Weibo is less obvious. Therefore, the promotion of jian-bao is very fashionable and can cater to the current consumer group's purchase psychology and social interaction psychology.

In fact, the activities of the interactive dynamics is still a beverage marketing atmosphere, one of the outstanding performance, such as Jian Li Bao on the implementation of the line under the full interactive mode, store posters, TV stations have ads, network information everywhere, dealers have passion, consumers have passion. While Red Bull ignores the most time-sensitive network marketing, instead with more ground station ads presented.

In addition to Red Bull, Jian Li Bao, but also like "Coca-Cola unveiled to win a good gift" occasion Millet mobile phone, "Master Kang Classic milk tea fragrant Good surprise" occasion Acer new listing super-related beverage promotions, although in the relevant digital tide to win a certain amount of attention, but in general, still has not broken the old routine, Failed to form a focus on the beverage activity itself.

Compare the advantages and disadvantages of these beverage brand promotion forms, jian Li Bao "SMS win a good ceremony every day to send" to "bottles are prizes, 100% winning rate, the minimum 38 yuan to pay treasure gift package, 149.4 million awards" and other elements more than one, in the new era of marketing model compared with a certain success for reference. With its current marketing posture, the next hot summer to achieve marketing success should be fully available.

Thus, the marketing means of innovation must seize the demand, in line with the times, outstanding personality, so as to counter the success of the city.