Old Brand Jian Li Bao's product marketing art of War

Jian Li Bao is a familiar name for whenever and generation, and in the 90 's China, Coca-Cola can compete with Coke in the field of gas beverage, from the quality to the brand belong to the domestic beverage leader, but with the beverage market after the outbreak of concentrated products, Many kinds of beverages dilute the gas-containing beverages mainly in the domestic market, the beverage market is not a one-man solo. In recent years, the strong return of Jian Li Bao has become one of the most interesting events in the beverage market. Here I want to share is about Jian Li Bao This old domestic brand marketing story.

Jian Li Bao was born at the beginning of the old generation of Chinese women's volleyball to dominate the world period, this constitutes the event marketing a condition, Jian Li Treasure seize this opportunity, let China women's volleyball team with Jian Li Bao to go to international competitions, and then through the media and other aspects of foil, thereby winning the international "China Magic Water" title. This is a very typical marketing of event marketing, topic Marketing, Word-of-mouth Marketing, through the typical influential people or events, so that the inclusion of products in the person or event exposure (in today's event marketing may also be more complex, such as adding events, the dynamic display of characters, etc., so that marketing more vivid, more natural). This in today's marketing field has not been a shock, but also the effect of better marketing cases abound, but 30 years ago can have such a market feeling, is very rare.

After a period of adjustment, in recent years, and through the operation of the capital market to kill back to the market, but its marketing methods but let people's guess threw a blank. Today's internet is extremely developed, in today to do marketing most preferred is the network marketing, search engine precision Marketing, forum Community Word-of-mouth Interaction, a variety of terminal content push, etc., but its cost is also huge, especially the new user's marketing costs, the data curve is always a "trading board." As a veteran national brand, Jian Li Bao has a strong capital, but the large cost of marketing users, although the effect is significant, but not the most cost-effective way. As a 3721.html ">2014 year of the annual market activities, Jian-bao people chose the line--into factories, communities and other groups with different representative places, through the on-site activities to convey the" New Year to send Blessings, "the theme, trying to use this more close to the direct consumer way, Based on the impact of years of brand accumulation, to awaken the "sleeping user." This is not the most fashionable way of marketing, but it has its irreplaceable role.

The concept of "sleepy user" refers to those who have been associated with the brand, but have no consumer behavior in the near future. For a brand such as Jian Li Bao, its "sleeping user" is undoubtedly large. Through the offline public activities, can let all possible sleeping users and brands to come to a close contact, when they see the impressive jian Li Bao, strong intimacy will be accompanied by the good memories were aroused. The significance of this activity is not only to "activate" the sleeping user, but also to combine the incident with the story of his own, and to spread in his own circle. I guess this is also the purpose of the Spring Festival.

If the market as a piece of white paper, with thin strokes to paint it full, how fast to make the paper looks more full of strokes, the answer is not like a brush to paint the whole sheet of white, so can only be the best results and not the best effect, the best way is to find some center point and the golden point of separation, Then a few points between the paper at random strokes a few strokes, a picture of the paper will appear. Jian Li Bao is using this method, in the marketing of this matter, wake-up brand sleeping users, through their own and old users of Word-of-mouth marketing quickly "net fishing."

The story of Kenichi is not to promote its products, although I have been its fans, but more is from this real case to grope the successful brand product operation Idea, an outstanding product if does not have the proper marketing match, even if it is a product which changes the world, finally also is a "premature wound zhongyong".