Looking back on the past years, there are many classic marketing cases that we still remember, and their creative means make us sigh. Whether in a certain link of marketing, the whole system flow or the specific planning process, there are many places worth learning and learning from, whether it is taking advantage of the situation or positioning, whether it is creating momentum or selling point planning, whether it is product innovation or marketing communication, it is worth discussing and analyzing.

First, Huangshan cigarettes are listed.

In the 1990s, Yunyan was in full swing in the China market. As high-end tobacco representatives in the mainland market, hongta group's Hongtashan and Ashima cigarettes were widely sought after by consumers. Faced with such an almost absolute monopoly tobacco brand, Anhui Bengbu cigarette factory at that time was unattainable. From June 65438 to June 0993, Anhui Bengbu Cigarette Factory developed a new product-Huangshan cigarette, which was comparable to Hongtashan in taste and packaging. How to break the blockade of Hongtashan high-end products in Anhui market at that time became the key for enterprises to consider. At that time, Bengbu Cigarette Factory was not a heavyweight with hongta group, the largest tobacco enterprise in Asia, in terms of industry popularity and communication resources. If you want to break through in the fierce competition, you need to make good use of the situation. At that time, Bengbu Cigarette Factory held a nationwide campaign to attract unregistered cigarette brands in Hefei, the capital city of Anhui Province, and put together new national famous brands such as Huangshan, Hongtashan, Ashima and Zhonghua for brand promotion. Results Huangshan tobacco ranked first, Hongta. Subsequently, the company quickly released information in the market: cigarette smoking, Huangshan first, Hongtashan second. Moreover, the endless stream of soft articles spread rapidly in the mainstream media in the country, and Hongtashan was caught off guard. Huang, just a few clever public relations strategies, well resolved the competitive momentum of the strong brand Hongtashan in Anhui, East China and even the national market, realized the dream of national rise with less resources, skillfully created the weak brand to challenge the strong brand, and successfully achieved the listing of new products. Classic example, a good start, the sky is high and the clouds are light. Is it Huangshan Mountain? Taking this as a breakthrough, the main brand of flue-cured tobacco in China, China phase, Chinese flavor? Huangshan tobacco has won both eyeballs and markets.

Throughout the success of Huangshan Tobacco, the key lies in its positioning, skillfully borrowing brand cigarettes, bundling them together, and then spreading them quickly, laying a market foundation. First of all, Huangshan Tobacco puts itself together with mainstream high-end brands for consumers and experts to taste, which means that its product positioning is a competitive product facing the high-end market, even though the product itself has made Huangshan have enough capital; Secondly, at the first time after the tasting, the tasting results spread rapidly in Hefei, the provincial capital. Cigarettes smoked, and advertisements of Huangshan No.1 and Hongtashan No.2 were overwhelming, which realized the first arrival of information and attracted the attention of the media in the province. Third, it is obvious that Huangshan Tobacco's strategic attempt is not only the provincial market, but also products and brand cakes. Therefore, Huangshan has skillfully spread such a theme in the national media, and the theme content has moved from tasting to a broader vision: China Tobacco: Huangshan comes first, Hongtashan comes second, and at this time, Huangshan's brand strategy attempt has basically been brought to the extreme.

Second, Nongfu Spring

Around 2000, the competition pattern of water market in China basically became a fixed trend. The national brands headed by Wahaha and Robust have basically carved up and nibbled at the China market! At the same time, many regional brands are constantly impacting the water market, but it is often difficult to make a big breakthrough. At that time, the representative aquatic products were Shenzhen Jing Tian Space Water, Guangzhou Ipoh, Grand Canyon and so on. And some high-end water brands, such as Watsons and Master Kong. However, the dominant and mainstream position of water market competition in China has not changed. It was at this time that Hainan Yangshengtang began to enter the water market, and the appearance of Nongfu Spring changed the competitive pattern of China water market and formed a powerful rising star brand in China market. Moreover, with the intensification of market competition, Nongfu Spring has gradually replaced Robust as the second largest brand in China market in a sense, thus creating a famous war case in which a brand with weak resources beats a brand with strong resources. In the specific operation process, firstly, Nongfu Spring bought out the exclusive exploitation right of Qiandao Lake water quality for 50 years. During this period, no water enterprise can use the water quality of Qiandao Lake to develop aquatic products, not only innovate bottle caps, but also use the unique opening sound to shape differences. Is it sweet? The concept of? Nongfu Spring is a little sweet? It has become a differentiated selling point; Secondly, in order to further develop and clean up the industry portal, Nongfu Spring declared that it would no longer produce pure water, but only produce healthier and more nutritious natural water from Nongfu Spring, and did it? Narcissus contrast? In the experiment, three kinds of plants were placed in pure water, natural water and polluted water respectively. We found that the growth rate of plants in pure water and polluted water is obviously not as fast as that in natural water. So Nongfu Spring came to a conclusion that natural water is nutritious water. Its? Natural water is healthier than pure water? Nongfu Spring has won its own influence through the mouth of scholars and children, and firmly occupied the top three positions in the bottled water market in one go.

The success of Nongfu Spring lies in its planning and momentum. On the one hand, the selling point is constantly refined, from the opening sound of the bottle cap to a little sweet, from a little sweet to the current PH value test, claiming to be weak acid and weak base; On the other hand, he is good at hype and momentum, forming differences through comparison, and then improving himself.

Third, Wang Laoji

From 65.438+0.8 billion yuan in 2002 to 2.5 billion yuan in 2005, it is a rapid growth. As a kind of herbal tea, Wang Laoji was born in Daoguang period, and rapidly developed from a regional brand to a national brand. Herbal tea as? Drinks? Selling, refining the core selling points, not getting angry, afraid of getting angry, drinking Wang Laoji? Become fashionable and popular; Second, with the help of the influential media CCTV, it has enhanced its influence and image. Of course, its red packaging has also gained enough visual impact and attraction, and Wang Laoji has achieved rapid development in terminal and channel design.

Fourth, Fuding organic rice.

Fuding organic rice sells rice grains to the whole country, and small rice grains can sell for hundreds of millions of yuan. The emergence of Fuding overthrew the rules of the game in the grain and oil industry, integrated the industry, and changed from ordinary planting to organic planting, which not only expanded the market, but also changed the consumption behavior, and evolved into high-end consumer food, which was also helpful to health. Fuding organic rice pure ecological pollution-free rice? Differentiated positioning not only locks consumers, but also forms a unique selling point. Of course, Fuding organic rice also pays attention to cultural cards in the marketing process, and uses consumer cards and other means to cultivate loyalty.

Five, the grain Dojo

Instant noodles, as a kind of fast-moving consumer goods, have also changed the rules of the game. From frying to cooking, it is a qualitative change, a change in technology and mechanism. Is it healthier not to fry? , advocated a brand-new concept and way, and its unique selling point also won the favor of the market.

In fact, the society is constantly developing, and marketing is also advancing with the times. Whether it is method or means, whether it is mode or creativity, innovation is needed. For example, drinking paint on the street and taking a naked bath on the street are the creativity and momentum of new products. Such as grafting, borrowing is borrowing. In order to attract attention and attention effectively, the first thing is to break and subvert the industry rules, attract the attention of leading brands, or aim at the weakness of leading brands, and secondly, whether it can attract the active attention of mainstream media; Finally, it is necessary to establish and form differences and distinguish competitive brands. Of course, selling points are not always selling points, especially in the current homogeneous competitive environment. What is needed is dynamic adjustment, advancing with the times and adapting to local conditions, so as to win not only the eyeballs, but also the market.

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