Lao Xie: Public marketing Mengniu Corporate citizens

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Old Xie most agree with the public service marketing, such a good lot.

Today's economy has entered a period of global competition, a brand how consumers pay attention to how to let consumers have goodwill, and even loyalty, is the natural mission of each enterprise. However, in the era of information overload, the consumer is passive, lazy and selfish in the face of the pervasive information environment, and the traditional market operation is not enough to arouse the consumers ' interest. Therefore, the enterprise must put aside purely for sale of the behavior, from the consumer's mind, to build a consumer identity and have a social credibility of the platform, the implementation of human marketing activities, so that the public good behavior and marketing activities bundled, in other words, is the enterprise in the marketing activities to the community, for consumers to do better, Let people remember that your brand is a "warm-hearted". This behavior is "public marketing."

Public welfare marketing is to care for people's survival and development, social progress as the starting point, the use of public service activities and consumer communication, the brand marketing activities by virtue of public welfare cause of the visibility and authority to carry out a series of dissemination and diffusion, in the production of public benefits, so that consumers on the enterprise products or A marketing behavior that chooses the product of the enterprise as a priority in making a purchase decision. Therefore, the premise of public service marketing is social responsibility, and the basis of public welfare marketing is public welfare activities.

Public good marketing to a high exposure, low-cost situation to make the brand in a specific target group to gain visibility and reputation. According to the survey, 86% of consumers believe that the company has a more positive image of public behavior, 90% of employees are frank and proud of the company's public good behavior.

Mengniu Dairy is seizing this key point, from the beginning to the development and growth, each successful link permeated the public good behavior, it is Mengniu's public service behavior, making Mengniu in just a few years from the rank after several enterprises, break through a competitor, a leap into the country's most powerful leading brand, let " A cow ran out of the rocket's speed "to accomplish the goals that other businesses can accomplish in decades."

It was extraordinary at first.

Founded in 1999, Mengniu in Hohhot in the first night to introduce more than 500 outdoor billboards, written on the "development of the dairy industry, the revitalization of the Inner Mongolia economy", "the Thousand-mile Prairie Teng Yili Group, hing Fat Group, Mengniu Dairy, beyond the Pearl Yiu-cheng Group, Shi Qi Group, Hetao Rong Mongolia king, Plateau alone show Ordos, West of the mega-June cashmere ... We applaud Inner Mongolia, let Inner Mongolia take off. "Mengniu in the advertising fee is very limited, not immediately publicize their products, but in turn to care about the urban development of Inner Mongolia, this is the Mengniu carefully do bundle plug, with public good behavior to win the public and social recognition, so that their birth on the extraordinary.

Mengniu is well aware that the development of an enterprise can not be separated from the social development of the truth: Enterprises in their own development, if the actual action to repay the community, in the market competition consciously assume the corresponding social responsibility, will be the state at all levels of support, so that enterprises are very easy to obtain high degree of trust This is an intangible asset to the brand of the enterprise, which will make the brand more attractive.

Mengniu boss Niu once said, "Do not look at our place small, small place people do not want to have, a thought is a national event, and do not see whether he is" small local people or large local people ", only by virtue of a" think is the national event ", it is enough to prove that Mengniu from the start has a public welfare gene, it is NIU's public awareness, Before breaking the routine, call their competitors as "teammates", so that "quality is life, product is character" business philosophy in each employee's mind rooting germination, that is, Mengniu from the inside out, from the beginning to the expansion of the public welfare behavior throughout the development of every corner of the enterprise.

Of course, public welfare activities are not purely charitable undertakings, donations, public activities must allow consumers to feel the existence of the brand, touch the quality of the product, so that consumers in the sense of the brand and public welfare behavior firmly linked together; Many enterprises are using the public service, But very few enterprises can like mengniu such use of just right, Mengniu from "donated 2008 Olympic Games" to the present "to 500 of poor areas primary school gift milk", is step Mengniu's marketing activities and public welfare activities together, that is, to establish a brand image, and promote product sales, can be called fame and wealth.

2001: Sponsoring China's "bid" success--resounding

"Good wind by virtue of force, send me to Qingyun", occasion ascended your time. 2001 Hot summer, all eyes are gathered in the "bid" incident, the Olympic Games has always been business opportunities, just started only two years of Mengniu aimed at this golden opportunity, intends to use the "Olympic" Dongfeng for "Olympic Committee" contribution 10 million, launched in the national market first gun.

Mengniu then thought is: since to borrow public activities to promote the brand, we must seize the best resources, do the Chinese "Olympic bid" after the success of the first donation brand, can maximize the value of the brand; So, when is the best time to donate? Donate too early to attract the attention of consumers, donate too late to let other brands seize the opportunity, may be undone; therefore, after careful scrutiny, Mengniu will donate the day on July 10, 2001, at this time, "BOCOG" is about to set up, and the distance "Olympic bid" successful July 13 only 3 days ahead, is the attention, waiting, Mengniu at this time, can maximize the effect of transmission.

The old saying "justify". Mengniu then thought of a good reason for the donation: Inner Mongolia Horinger Sheng Lok Economic Park is the base of Mengniu, in 1999 Mengniu was founded at the beginning is a wasteland, Beijing Xicheng District counterpart to help donate 1 million yuan, launched the Sheng Lok Economic Park, can be said that Mengniu and Shengle Economic Park is synchronized development, Mong is with this source, shout out "Beijing aid me 1 million, I help Beijing 10 million!" 's slogan. Dripping of grace, Yongquan phase report! Mengniu donated at this time, let people feel the Chinese nation "ungrateful" traditional virtues.

If the value of the public service is maximized, the Mengniu donation must be linked with consumers, so that consumers in Mengniu's public welfare activities to feel the brand value of Mengniu. As a result, Mengniu has played "a spirit of money, tens of millions of dollars dedicated" banner, meaning that mengniu in each bag of milk, each of the sales of ice cream each extract a cent of the money, the cumulative extraction of 10 million yuan, the phased donation to the "Olympic Committee", so that the public interest of Mengniu is seamless and consumers linked together, Let each purchase Mengniu products consumers feel for the "bid" to do a contribution, that embodies the personal value of consumers, and sublimation of the Mengniu brand image, is stone.

July 10, 2001, from the announcement of the 2008 Olympic Games host city time still have 3 days, Mengniu Dairy industry to announce to the world: Beijing successful bid, Mengniu donation 10 million! For a time, million people attention: Mengniu's power so big!

In the information release, Mengniu held a press conference, and notarized. At the same time, to the Chinese Olympic Movement Committee, "Guangming", "Economic daily" and other dozens of media reports. As early as April 2001, Mengniu has launched in Shenzhen, "million people signature" activities-"China altogether bid, Pengcheng big signature", July 10 Mengniu in Hohhot again launched the "million people signature" activities, the autonomous region in charge of Industry vice president also personally participated in the signature. July 13, 2001, Beijing "bid" success, Hohhot People's government sent a congratulatory message to Beijing, the Telegram stressed Mengniu's help Austria commitment, the next day the radio broadcast this congratulatory telegram.

Since then, Mengniu in the "Beijing Evening News", "Southern Weekend" and other countries in more than 40 cities in the main newspapers, did "a" two-year-old child "Why to donate 10 million yuan to the Olympic Games" soft publicity. For a time, "Mengniu Whirlwind" swept across the north and south, "a two-Year-old child" and "donation 10 million Yuan" to form a strong contrast, in the community has produced a great public opinion effect. Telephone one after another, some people moved, but also heartfelt to the company sent a letter. Since then, consumers have more in-depth understanding of Mengniu, Mengniu brand value has been promoted. July 2001 ~ December Mengniu sales rose in a straight line, is the same period in 2000 sales 3 times times more!

2003: Fight against SARS with the country--to be the best

The spring of 2003 is gray, "SARS" raging, people shrouded in "SARS" under the haze, caused by the extreme panic. People began to realize the importance of physical health, and milk as an enhanced physique, immunity of nutritious food suddenly became a tight goods, Beijing's dairy market snapped up the wind. If you raise the price of milk at this time, people will not care about the value of sales and profit growth of dairy enterprises is undoubtedly a perfect opportunity. Mengniu has seized the opportunity, but it has gone beyond conventional thinking. Mengniu is not to raise prices, but to prohibit the price of dealers, and strict rules to expel or terminate their distribution rights.

Mengniu This recruit is "playing hard to get", Mengniu for long-term development, the use of "SARS" incident to let consumers have a sense of the Mengniu brand. After the demonstration, Mengniu brand image after "SARS" has indeed been greatly improved.

In the "SARS" period, many enterprises have stopped advertising, because the investment is also futile, and Mengniu not only did not withdraw the advertisement, but increased the volume, increased the intensity of public service advertising, reminding the public to pay attention to health awareness. On April 21, 2003, the National Ministry of Health first donated 1 million yuan, become the Ministry of Health Homing China's first donation to fight "SARS" enterprises, but also opened the prelude to other corporate donations; Mengniu has always been the style is: Spring to my first call, to do the best, to do the "fire", rather than waiting to ignite the "charcoal ”。

Since then, Mengniu has donated 9 million yuan to 30 cities nationwide for medical workers and consumers, and donated milk for 3 million yuan. In the late period of SARS, Mengniu also issued a "send health to People's teachers" initiative, to 17 cities nationwide 1.25 million teachers, each gift milk a box, the total value of 30 million. In response to this series of actions, Mengniu's explanation is: "Anxious everyone's urgent, think everyone's thinking." It is Mengniu's actions will be the Mengniu brand and consumer closely linked together. Mengniu in the "SARS" during the public good behavior, in the community caused great repercussions, Mengniu once again become the focus of the media to chase. At that time, Mengniu in the major media coverage is "the first country to subsidize the" SARS prevention and control work enterprise; SARS "After the effect immediately, Mengniu is recognized as a public good sense of responsibility of social enterprises, once again become consumers the most famous brand.

2003: Take the "God five" to take off--monopoly resources

2003 "Shenzhou Fifth" spacecraft manned spaceflight, which in the history of our country is an epoch-making event, is China's long-awaited things, the media at home and abroad are competing to pay attention to the "God Five." If the "God Five" and marketing binding, and its monopoly, is undoubtedly an unprecedented opportunity. Who took the lead in this resource, who grabbed the commanding heights, Mengniu and did it.

2003 in April, Mengniu was identified as "Chinese astronaut Milk", but a series of conditions, this information in the "Shenzhou fifth" manned spacecraft successfully launched until the astronauts successfully returned to the ground, no external publicity. Mengniu is not a bad thing, "not Ming has been, blockbuster", and other restrictions on the release of the moment, is "explosive" information dissemination, to consumers more impact.

The time is ripe, must determine the content of the dissemination, content to pass Mengniu brand connotation, must also interact with consumers. First of all, China's first batch of astronaut candidates a total of 14 people, all of them are the Air Force elite, their body incomparable precious. Mengniu Milk is a layer of screening to be identified as "Chinese astronaut special milk"; second, "God Five" heaven also shows that China has been strong, so, Mengniu will be the slogan "Mengniu Milk, strong Chinese," which embodies Mengniu as a national brand for China's aerospace industry, the best example, and for Mengniu milk as a " Astronaut special milk "do propaganda; another slogan" Raise Your right hand, cheers for China "with" Mengniu Milk, strong Chinese "brand information closely combined, thus establishing a national connotation of the brand image, thereby enhancing the brand charm of Mengniu, increased the brand's visibility, sublimation of the brand's reputation.

The public interest events, the focus of the event, the core point of the brand, the demand point of the combination of 3.1 lines across the line. Not only to Mengniu injected a new brand connotation, but also increased Mengniu's patriotism, public welfare and sense of responsibility, at the same time to convey to consumers Mengniu product quality trustworthy brand information, equivalent to the strict standard of aviation food to prove Mengniu product health and nutrition, and promote terminal sales.

October 16, 2003 morning 7 "Shenzhou fifth," a landing, the first time the portal site Mengniu ads, 9 o ' clock Mengniu in CCTV ads successfully launched. 12 O'Clock Noon All TV ads, street signs are also in Beijing, Guangzhou, Shanghai and other cities to achieve a "successful docking", more than 30 cities nationwide waiting by Mengniu ads occupy. Mengniu All outdoor advertising made four versions: female suites, male suites, children's edition, the elderly version, at the same time, printed with "Chinese Astronaut special Milk" logo Mengniu milk has appeared in the country's major stores.

"Mengniu Milk, strong Chinese" and "Mengniu milk, astronaut Milk," the slogan, as if a night filled with the streets of the whole city; Yang Liwei and Mengniu all attracted the attention of all media, it can be said that Mengniu this time to earn enough of the public eye. Since January 2004, Mengniu liquid milk sales have been 30 consecutive months in the national milk sales of the crown.

2004: Mengniu for Olympic athletes "add milk"--competition sublimation

After 2003 years of a series of measures, Mengniu year sales income of 4.071 billion yuan, the same industry ranked third, Mengniu has become the industry leader, taste the benefits of public welfare activities, Mengniu in the spring of 2004 and holding hands Olympic champion. Under the efforts of Mengniu, the Training Bureau of the Sports administration has selected Mengniu dairy as the special food for the "Sport Administration Training Bureau athlete", and Mengniu has further promoted the image of Mengniu brand by using the Olympic champion.

April 12, 2005, Olympic champion Zhang June, Li Na, Zhang Yining, Yutong and other attended the press conference, the meeting will be configured "milk package" sent to the hands of every national athlete, we drink mengniu milk. Mengniu boss Niu site for the "peacetime plus a cup of milk, more exciting game" keynote speech. Mengniu's behavior is from the consumer's mind, so that athletes drink more milk, for China to win better results, the deeper purpose is to remind consumers to drink more milk, strong body. Since then, hundreds of media has published the Olympic champion and World Cup champion "drink" Mengniu milk scene.

Since then, Mengniu products to become a daily essential food for Chinese athletes, its publicity as a powerful weapon to pull sales. Let the consumer of Mengniu product quality to produce a sense of trust, so that consumers from the bottom of the heart of Mengniu produced a kind of reverence, "support the Olympic Games, support Olympic athletes on the selection of Mengniu" psychological hint for Mengniu brought a considerable sales and won the goodwill of consumers.

2004, Mengniu sales revenue than the previous year increased nearly one times, the same industry ranked second.

2006: In response to the Prime minister called for National Milk donation-Continuous upgrade

Public service marketing is not a simple public welfare activities of the superposition, but through a sustained public welfare activities, resulting in 1+1>2 effect, that is, public service marketing is a whole system engineering, throughout the enterprise marketing link.

Mengniu is based on this view, seize the opportunity again and again. Conduct the public good behavior at the same time, won the Word-of-mouth, also won the profit.

In April 2006, Premier Wen Jiabao said in Chongqing: "I have a dream, so that every Chinese, first of all children, can drink a pound of milk every day." "This actually reflects Premier Wen's concern for the health of the people of the whole country, hope the Chinese drink milk habit popularization, let people more milk intake, increase nutrition, strong people's physical fitness."

Mengniu first responded to the national leadership call, put forward "every pound of milk strong Chinese" slogan, in the country to carry out the history of the largest milk donation project, Mengniu to the country for 500 poor schools of poor students to provide free milk for one year, equivalent to billion yuan on the yuan. Mong Nunlian with government departments, scientific research institutions, trade associations will create a milestone in China's health history, after people realize the value of milk, there must be more people to respond to "a pound of milk every day" call, is bound to cause the national public drink milk "big action." Again choose the right time Mengniu not to become the biggest winner, and who can?

According to Mengniu's saying, "The City drinks a cup of milk, rich rural family", "although for most urban families, milk is not a luxury." But China's 80% of the population in rural areas, rural residents of the average annual dairy consumption is only 2 kg, China's rural areas and 26 million people are absolute poor, nearly 50 million people just out of poverty, the city has 22 million people from the government to provide the minimum living security. If the per capita of milk, can reach the average level of developed countries, if the child per kilogram of milk, can achieve the average level of Asian advanced countries. ”

From Mengniu's speech and behavior, disclosed Mengniu to the dairy farmers, to consumers, to society, to the State's concern and support, it is mengniu from the consumer interests of the public, evaded the "Wang Po sell melon, puff" traditional thinking. From "Donor Olympics" to "National milk donation", in the words of Mengniu, "Mengniu has been working hard for the Chinese nation's strong cause", "strong Chinese, wish every Chinese physical and mental health" became the purpose of Mengniu dairy business, it is these measures to make Mengniu has become the focus of consumer attention, Win the trust of consumers again and again, let Mengniu from "a No factory, no brand, three no market" enterprise development to today's industry champion.

Mengniu began by positioning itself as the largest job-building machine in the northwest, not as a money-making machine. Mengniu has more than 6,000 employees, radiation million farmers, affecting hundreds of millions of consumers, the eyes of the deep Mengniu is in view of the public good behavior, only to be so deeply rooted. Enterprise behavior is like character, and Enterprise's character is the brand most essential enterprise mission, leave this, the brand will become illusory Mirage. With the spirit of human civilization in line with the enterprise purposes, enterprises can be both ways, in the public good marketing platform to ensure the invincible, but also the fundamental enterprise evergreen.

This shows that what the enterprise does not matter, it is important that consumers think you do what, no matter how powerful the enterprise, no matter how high quality products, do public service marketing is to "win the Heart", to win the hearts of consumers, the brand can win.