The key words of repositioning are: inheritance, sublation, breakthrough and innovation.

At the end of 2002, Jiaduobao found Mei Cheng (Guangzhou) Marketing Advertising Company. The original intention of Jiaduobao was to shoot an advertisement to solve the publicity problem. After careful study, Mei Cheng found that Wang Laoji's core problem can not be solved simply by advertising-many China enterprises have this short-sighted approach-but the key is that there is no brand positioning. Although Red Wang Laoji has been sold for 7 years, its brand has never been systematically positioned. Even enterprises can't answer what Red Wang Laoji is, let alone consumers. They don't know why they want to buy it-this is the brand positioning of Red Wang Laoji. If this problem is not solved, it will be of no help to shoot any commercials. Like David? Ogilvy said: The effect of an advertising campaign depends more on the positioning of your products than on how you write advertisements (creativity). After in-depth communication, Jiaduobao finally accepted the suggestion, decided to suspend the filming of the commercial, and entrusted Mei Cheng to brand the red Wang Laoji first.

Brand positioning is mainly to put forward a marketing strategy with different ideas from competitors by understanding consumers' cognition (rather than demand). Specifically, brand positioning is a comprehensive study of consumers' minds-studying consumers' cognition, advantages and disadvantages of products, Wang Lao Ji, competitors and so on. Because consumers' cognition is almost unchangeable, brand positioning can only conform to consumers' cognition but not conflict with it. If people have a clear view of Red Wang Laoji, it is best not to try to offend or challenge it, just as consumers think Maotai can't be a good "whisky".

Therefore, the brand positioning of Hongwanglaoji cannot conflict with the existing cognition of consumers in Guangdong and southern Zhejiang, so as to stabilize existing sales and create opportunities for the survival and expansion of enterprises.

Jiaduobao does not understand consumers' cognition and purchase motives. For example, enterprises once thought that consumers in southern Zhejiang bought mainly because of high-end products and the word "auspicious". In order to understand consumers' cognition, researchers in Mei Cheng interviewed internal and internal distributors of Jiaduobao while collecting second-hand data.

In the survey, it is found that the occasions for Guangdong consumers to drink Red Wang Laoji are barbecues, mountain climbing and other activities. The reasons are nothing more than "it is a psychological comfort to drink a can while eating barbecue" and "it is not too serious to get angry, so there is no need to drink Huang Zhenlong" (Huang Zhenlong is the representative of herbal tea shop, and its representative product has a good effect of eliminating dampness and reducing fire). In southern Zhejiang, drinking occasions mainly focus on "eating out, parties and families". In the process of understanding the local food culture, the researchers found that consumers in this area are more worried about getting angry than those in Guangdong. The candied plum and Coca-Cola on the symposium table were neglected and were called "dangerous goods that could get angry". (Follow-up research also confirmed this point, and found that coke sales in Wenzhou and other places have always been sluggish. Finally, Liangle almost gave up the market and generally did not advertise. ). And when they evaluate Wang Laoji, they often say "it won't get angry" and "it's very healthy, and children and old people won't get angry after drinking it". Perhaps these ideas have no scientific basis, but this is the idea in the minds of consumers in southern Zhejiang, and this is also the "only fact" that needs attention in the study.

The cognition and purchase behavior of these consumers show that consumers have no "treatment" requirements for Wang Laoji, but buy it as a functional drink. The real motivation for buying Red Wang Laoji is to "prevent getting angry", such as hoping to reduce the occurrence of getting angry when tasting barbecue. After getting angry, they may use drugs, such as Niuhuang Jiedu tablets and traditional herbal tea for treatment.

Further research on consumers' views on competitors shows that the direct competitors of Red Wang Laoji, such as chrysanthemum tea and refreshing tea, only penetrate the market at low prices because of the lack of brand promotion, and do not occupy the position of "anti-fire" drinks. Coke, tea drinks, juice drinks and water obviously do not have the function of "preventing getting angry" and are only indirect competitors. At the same time, the establishment of any brand positioning must be the most capable brand, that is, there is evidence to follow. For example, Coca-Cola says "authentic Coke" because it is the inventor of Coke. The researchers studied consumers' perceptions of the enterprise and the product itself. The results show that Wang Laoji's identity as the "ancestor of herbal tea", the mysterious Chinese herbal medicine formula and the history of 175 are obviously capable of occupying the "fire-preventing drink".

Because "preventing getting angry" is the real motivation for consumers to buy Red Wang Laoji, which is obviously conducive to consolidating and strengthening the original market. Whether it can meet the expectations of enterprises for the new orientation-"marching into the national market" has become the focus of the next study. Through the research of second-hand materials and expert interviews, it is unanimously indicated that the concept of "clearing away heat and toxic materials" of traditional Chinese medicine in China for thousands of years has been widely popularized throughout the country, and the concepts of "getting angry" and "getting rid of fire" have also been deeply rooted in people's hearts all over the country, which has enabled Wang Laoji to break through the limitations of regional brands.

At this point, Wang Laoji has defined his marketing strategy. First of all, it is clear that Wang Lao Ji is competing in the "beverage" industry, and his competitors should be other beverages; Brand positioning-"drink to prevent getting angry", its unique value lies in that drinking red Wang Laoji can prevent getting angry and let consumers enjoy life without worry: frying, spicy, barbecue and watching football all night. ...