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Ness: How to change from a commoner to a nobleman?
Topic: subdivide the brand and become stronger gradually.
From: Wild winds and blue clouds.
Company: Shanghai 50% Trading Co., Ltd.
Release date: March 2005-16
At present, Naes has many market problems such as multi-brand and same channel. The crisis in Nais mainly comes from P&G's "sculpture shooting" in the market, and the company has financial and market positioning problems.
There are many similarities between the current situation of Naes and the original "Kelon" transformation. However, Naes should lock its marketing and management plan for the next five years according to its own brand and business strategy.
One. Brand building should be different.
Brand building cannot always be homogeneous. This is just like the products of many companies, and it is impossible to have the same name all the time. If the brand Naes can contain "toothpaste", then this brand can be used because it is a long-term process. Just like carving a brand, it is one in the minds of consumers and cannot be used as a home appliance. The essence of brand-can its meaning be extended? If Nais brand is used in toothpaste, can a "Platinum" toothpaste be added to the sub-name? !
For P&G sculpture shooting, Nais should make a plan for five years or even longer, because a brand can take the time to let consumers know its significance. Henkel, for example, now stands for a daily name. For example, Galanz, its brand is just a microwave oven in people's minds.
Therefore, the brand positioning of Naes innovation must be accurate.
Second, the differentiation of channel construction.
In view of Henkel's reshuffle, what Einar has to do is to ensure his own market. Two brands should have more than two launch plans and two different sales cases. Carving: Advertising promotion should be region-centered, with provinces and cities as the main stations, supplemented by in-store promotion. Channels: mainly large supermarkets, crowded supermarkets and wholesale centers. Nais: Advertising should focus on Taiwan Province, supplemented by outdoor advertising and centered on live advertising. Channel: Pay attention to image and geographical location, and confuse international supermarket chains. Win the terminal in sales. At the same time, high-end products should cooperate with good post-service, such as building member clubs in central cities and hardware for secondary brand building. Because the later competition comes from service and marketing means. Not just the price.
The decisive victory of a market will not be a simple year, but a long-term process. For example, it took about eight years for Japanese cosmetics to get off to a good start in the United States. Similarly, low prices are the future competitive trend, not the long-term state. The sources of profit growth are internal and external, internal saving and external profit. I wish Naes success this year.