From the 1990s to the new century, this decade has witnessed the fastest development of marketing in Chinese mainland, and many great marketing communication concepts have emerged, which have either made an enterprise or brand or changed the rules of market operation. Combing the top ten marketing communication concepts. These seemingly simple and "outdated" marketing concepts have created miracles. Now that everyone is "fighting for strength" (such as channel competition, price war, promotion war, etc.). ), these classic cases, which should not be ignored by everyone, should give some profound enlightenment to China marketers, which is worth pondering again in the new century.

First, white plus black-treating colds, black and white.

1995, "White Plus Black" was listed for only 180 days, and its sales exceeded1600,000 yuan, occupying a share of 15% in the crowded cold medicine market and becoming the second brand in the industry, which is a miracle in the history of marketing communication in Chinese mainland. This phenomenon is called "white plus black" impact, which has a strong impact in the marketing field.

Generally speaking, it is difficult to find a unique selling proposition (USP) in a homogeneous market. There are many similar drugs in the cold medicine market, and the market has been highly homogenized, so it is difficult to make a substantial breakthrough in both Chinese and western medicines. Contac, Livzon, Sanjiu and other "big names" only occupied a piece of land by virtue of a strong advertising offensive, while Gaitianli, a pharmaceutical company with weak strength, came from behind in just half a year. The key lies in a brand-new product concept.

"White plus black" is a good idea. It seems simple, but cold medicine is divided into white tablets and black tablets. The sedative "chlorpheniramine" in cold medicine is put in black tablets, and others are not done; Actually, it's not simple. Not only is it very different from competitive brands in appearance, but more importantly, it conforms to the lifestyle of consumers and achieves the strong communication effect of Lenovo.

With the help of the advertising company, "white plus black" has determined a simple and clear advertising slogan "Treating a cold is either black or white". The core message of all advertisements is "eat white films during the day and don't sleep;" Shoot black films at night and sleep soundly. " The product name and advertising information clearly convey the product concept.

Second, Shu Fujia-the soap market dominated by latecomers.

1March 1992, Shu Fujia entered the China market, while Lux, which entered the China market as early as 1986, has firmly occupied the soap market. The epigenetic "Shu" abruptly pulled "Lux" from the throne of soap overlord in just a few years. According to the data of 200 1, Shufujia's market share reached 4 1.95%, which was 14 percentage points higher than the second-ranked Lux.

There are many successful factors of Shu Fujia, but the key is to find a novel and accurate concept of "sterilization".

When Chinese people just started to wash their hands with soap, Shu started the "education work" for more than ten years, asking China people to really wash their hands-have you washed away all the visible stains and invisible bacteria?

In marketing communication, Shu takes "sterilization" as the axis concept and calls for "effective sterilization to protect the whole family", and tells everyone in the advertisement that many bacteria will be infected in life, and the bacteria under the magnifying glass will "scare you". Then, through the rational appeal and experiment of "Dibaofu with antibacterial ingredients", Shu proved that Shu can make your hands clean. In addition, the brand trust has been enhanced through the verification of Chinese Medical Association.

Third, melatonin-sipping China gift market.

In China, if someone mentions "no gifts this year", anyone can tell you "only take melatonin as a gift". Melatonin became the first representative of China gift market.

Sleep problem has always been a difficult problem for middle-aged and elderly people, and people who lack sleep due to insomnia abound. According to statistics, at least 70% of women in China lack sleep, and 90% of the elderly often have difficulty sleeping. The "sleep" market is so big. However, after the concept of "nourishing blood" and "regulating the stomach" was introduced by Red Heart K, the health care product market in China reached its peak, but when the reputation of health care industry fell to the bottom, it was impossible for melatonin to rise rapidly only by a concept of "sleep".

Melatonin, as a single variety of health care products, was quickly launched into the market in a very short time, and ascended the throne of China in health care industry, leading health care industry in China for five years. The most important factor of its success lies in finding the axis concept of "gift giving".

China, the land of etiquette. There are many kinds of gift-giving behaviors, such as Chinese New Year gifts, visiting relatives and friends, giving gifts to patients, public relations gifts, wedding gifts, subordinates giving gifts to superiors, young people giving gifts to elders and so on. How big the gift market is. The key to the success of melatonin lies in its positioning in the huge gift market. And thanks to the principle of "positioning first", it takes the lead in clearly positioning it as a "gift"-leading the consumption trend with gift positioning.