Collect practical cases of marketing innovation in recent two years.

1.0 Top Ten Marketing Innovation Cases in 2002:

This paper is based on the research results of the marketing activities of about 300 consumer goods service brands tracked by the author in 2002. As a planner, the author serves consumer brands. This ranking tries to exclude the influence of enterprises and products from the position of planners, and only pays attention to the degree of innovation and effectiveness of marketing.

The author hopes to introduce the cases of marketing innovation in consumer goods, services and other fields to readers through this article, and try to praise the planners for taking root in the market situation in China and persisting in the enterprising spirit of innovation and change in the marketing field; At the same time, it also tries to tell entrepreneurs that there are still many opportunities for product and service innovation in China market. China is not a "surplus economy". The so-called "surplus" is just a manifestation of insufficient innovation ability and low-level homogeneous competition.

The author's criteria for selecting marketing cases are as follows:

1. Only pay attention to the degree of marketing innovation, not to the influence of enterprises and products. As long as you show impressive innovation ability in marketing planning and promotion, you can be selected;

2. Product innovation. The selected products must show a certain degree of innovation ability in product concept research and development;

3. Marketing effect. All selected products must have good benefits-either contributing to the rapid growth of sales or achieving profitability in a short time;

4. Incentive effect. It can show a lot of opportunities in China market and encourage entrepreneurs to explore and innovate.

1. hero: the brilliant record of bad movies.

The most successful box office in China film market has all the characteristics of a bad film-retarded storyline, twisted action design and melodramatic lines. However, this bad film has made more than 200 million yuan at the box office within 20 days of its listing, while the box office of Harry Potter, which is popular all over the world this year, is only 63 million yuan in China.

The success of Hero is not the wonderful film, but the innovation of marketing planning and promotion. Hero has formed a strong star lineup. As early as the beginning of 200 1, xintu company began to make news continuously with the help of the star effect of the team. With the support of the media, these "news advertisements" lasted for two years, and finally a large number of China people could not help but walk into the cinema and watch the most successful film in China's history-perhaps one of the worst action movies. These people include authors who almost never watch movies.

Hero ranks first among the top ten marketing innovation cases this year with its amazing patience, interlocking marketing planning and two years of news public relations. "Hero" will be written into the film history of China with the innovation of marketing, but the future film audience will forget it completely.

Hero was selected in recognition of the distributor's breakthrough contribution to film marketing.

Comments: The unprecedented success of Hero has pushed the film marketing strategy and marketing organization to an unprecedented height. After Hero, China films will tend to be mass-produced, bid farewell to art films and move closer to Hollywood.

2. "Libo" Beer: Reasons for liking Shanghai

Libo beer was once one of the most popular local beers in Shanghai. After Suntory 1996 landed in Shanghai, Ladbrokes repeatedly lost ground in Suntory's attack because of backward marketing methods and poor taste, and was sued by Suntory for attacking Suntory's water quality, that is, losing the lawsuit and losing the market.

From the year of 200 1, Libo beer began its own struggle. The advertising song "Why I Like Shanghai" created by Libo became popular in Shanghai. Driven by advertising songs, Ladbrokes' sales rebounded rapidly.

In June 2002, Asia-Pacific Brewing Company took over Libo, successfully launched super cool beer and changed the bottle body of the product; Libo also used the opportunity of the World Cup in Korea and Japan to form alliances with many hotels to promote the marketing activities of watching football and drinking Libo. After the World Cup, Libo continued to form an alliance with catering terminals, and launched an advertising campaign of "There are thousands of delicacies, one kind of delicacies" to guide consumers to change their consumption behavior.

Libo Beer was selected because of its ingenious use of local awareness, innovative promotion methods and the good effects of these activities in changing consumer behavior, promoting sales and increasing brand reputation.

Comments: The success of Libo reflects the important role of local plots in the consumption of beer, cigarettes and other products. Although many beers exist in the form of local brands, few people take the initiative to label them locally. The success of Libo provides the best case for beer, cigarettes and other products to skillfully use local emotions. The strategy of joint promotion of Libo and catering terminal reflects the rising position of terminal in marketing war.

3. Oxygen standing: protecting the heart and strengthening the brain, or oxygen standing?

Nie Weiping, a chess player, was playing Weiqi when he suddenly frowned. After taking a few breaths of oxygen, he began to continue playing chess. China chess player is a fragile person with a bad heart. Due to lack of physical strength, he lost many important Go matches. Now he has a good idea. Oxygen can protect the heart and nourish the brain, provide oxygen and solve the problem of physical fatigue.

Nie Weiping, the chess player, is probably the best image spokesman that Aried can find in China. Ollie's success lies not only in choosing the right image spokesperson, but also in copying the planning experience of health care products and designing convincing TV advertisements according to the situation of target consumer groups and the consumption psychology of China consumers. In addition, TV shopping was introduced for strong sales, which was a great success.

The perfect combination of image spokesperson and product efficacy, creative reference to health care products promotion methods and successful media combination are the reasons for the success of oxygen station and its selection.

Did the players improve their chess skills after using oxygen? No, the success of marketing is not due to the authentic product quality, so it is better to take medicine to see a doctor.

Comments: As an emergency equipment for oxygen supply, the "oxygen rack" skillfully shaped itself into a product for treating cardiovascular and cerebrovascular diseases. Its success lies in its TV shopping and health products persuasion skills. In the future, there will still be three types of medical devices to follow this set of roads.

4. Lihua fast food: there are good dishes and good dishes.

Red Sorghum challenges McDonald's ambition, which is a long memory. But now, China really has its own large-scale fast food sales enterprise-Lihua Fast Food.

Lihua Fast Food did not choose Chinese fast food chain stores, but chose the working fast food market with relatively low competition. Lihua's success has changed people's preconceived ideas about the workshop-style operation, low price, low profit and irregular operation of the work fast food market.

In order to realize standardized process and rapid supply, Lihua took the lead in adopting computer wired transmission system and wireless intercom in China, and also introduced Chinese paging system, becoming one of the earliest fast food enterprises in China to use computer network to place orders; Lihua also boldly asked customers to order food by SMS. Lihua's main target consumer group is white-collar workers, and it uses high-tech means to standardize the ordering. Its promise of "one can deliver, a thousand can deliver" is a response to the service industry flattering big customers and ignoring the interests of small customers.

Because of the scale effect, Lihua is the first to communicate with the target consumers by using mass media-TV advertisements and print advertisements in the fast food market. Lihua's selection is a recognition of this enterprise's innovative service marketing ability and enterprising spirit, and also a respect for small customers.

Comments: The way Lihua Fast Food makes products with low profits and strong regional characteristics into national brands is admirable. Lihua's marketing innovation should cause many service enterprises to reflect-if even working fast food can become a big enterprise, there seems to be many opportunities in the service industry.

Five: bright wheat wind: fresh milk+natural fiber

In 2002, Bright Milk not only vigorously promoted the "milk-free" industry standard, but also made achievements in product innovation.

The wheat wind promoted by Bright Milk this year left a deep impression on people. This product between soybean milk and milk is not a bright pioneering work. A soybean milk factory in Shanghai took the lead in innovating and popularizing a brand-new soybean milk-barley milk this year. Add the taste of barley to soybean milk. However, for various reasons, this product has not been successful.

Soon after, Guangming launched its own wheat wind. Dietary fiber, a health food listed in Shanghai this year, also helped Maifeng complete some market education work. Perhaps Bright Milk "stole" other people's achievements, but among these products, only Bright Wheat Wind made money from barley and dietary fiber.

The selection of Bright Milk is the recognition of its innovative product development ability and its innovative marketing communication mode-Bright Milk's high calcium milk. Also uncharacteristically, soft advertisements were put in poster media to promote the calcium supplement function of bright high-calcium milk, trying to share the calcium supplement market with calcium supplement health care products.

Six: Duya humidifier: replenish moisture to your skin.

Muscle fibers of skin are composed of a large number of water-soluble colloidal protein. The loss of water will lead to the contraction and deformation of muscle fibers, and even the formation of irreparable wrinkles, especially in indoor air using air conditioners or electric heaters.

Don't think this is an advertisement for Xue Jia Moisturizing Cream, but an advertisement for Duya Humidifier, a consumer appliance. Although it writes "collagen" as "collagen", although there is never any "muscle fiber" in the skin; But this advertisement, which looks like cosmetics, has achieved good sales results.

In view of the dry indoor air after air conditioning and electric heating in winter, Du Ya declared: "Du Ya ultrasonic humidifier uses high-frequency oscillation of 1.7 million times per second to scientifically and effectively increase air humidity and actively replenish water for your skin, which is in line with the health of you and your family."

Du Ya was selected because of her keen observation of the timely emergence of the market and her outstanding innovative ability in marketing communication. Du Ya may be the first one to sell home appliances as cosmetics. Du Ya's channel strategy, similar to cosmetics, does not enter home appliance supermarkets, but mainly sells in department stores.

Comments: It sounds incredible to sell home appliances as cosmetics, but it is very successful. Marketers should dare to imagine-think about whether health care products can be sold as food instead of medicine, and whether home appliances can be sold as cosmetics instead of home appliances. Du Ya Moisturizer also proves the increasingly clear trend of consumer electronic products-everything from TV to mobile phone to air conditioner to dishwasher needs to be "healthy" now.

Seven: Arowana: "1: 1: 1"

Arowana's advertising slogan "1: 1: 1" was once considered by some shallow advertisers as one of the most failed advertising slogans this year. But just like "no gifts this year, only melatonin", this is a successful marketing case.

Arowana's second-generation blended oil is mainly to deal with the attack of peanut oil in Lu Hua. It took Lu Hua's main health concept a big step forward. Arowana believes that when the ratio of saturated fatty acids, monounsaturated fatty acids and polyunsaturated fatty acids in human diet reaches 1: 1: 1, it is most beneficial to health. Although some advertisers think this concept is difficult to be understood by ordinary consumers, its scientific nature is questionable. But by popularizing "1: 1: 1", Arowana greatly reduced the pressure of "Lu Hua".

The success of Arowana reflects that the "healthy" brand is becoming more and more important in the promotion of consumer goods. At the same time, it also shows that in the fierce competition of homogenization, there are still a lot of opportunities in the China market, just need enterprises to provide better concepts and upgrade product promotion skills.

Arowana was selected to praise its quick response to market challenges, as well as its innovative behavior of taking the lead in reasoning with consumers in the food and oil market and deeply spreading products for "health"-from then on, it was not just health care products that reasoned with consumers.

Comments: Arowana's method of promoting its health concept is very fresh in ordinary food; But it is a cliche in health care products. The health care industry has tried almost everything to convince consumers, so that it is difficult for him to convince consumers now. However, the promotion mode of health care industry still has great application space in many traditional industries such as food, beverage and clothing. The concepts of healthy edible oil, fresh fruit juice, high-calcium milk, iron-containing soy sauce and fortified flour are becoming more and more important in fast-moving consumer goods, which will provide opportunities for product innovation for many traditional products. Soybean protein underwear appeared in Shanghai. Maybe we will wear natural colored cotton underwear without formaldehyde and dyeing in the future.

Eight: liver regeneration: common people's liver protection products

People in China have a bad liver, and hepatitis B virus carriers account for about 10% of the total population. From the numerical analysis alone, the market potential of liver health care products is huge. But in fact, the liver health care market has always been a reserved place for drugs. In the market of liver health products with limited capacity, many products are highly competitive. Gan Fuchun, listed in Shanghai in September 2002, created a miracle of health care products in the cold winter.

In order to stand out in the fierce market of liver health products, Gan Fuchun first introduced Sharp marketing theory. The daily average price of professional liver-protecting health products is above 10 yuan. Gan Fuchun positioned himself as a liver-protecting product for ordinary people, and reduced the price of liver-protecting health products to 7 yuan for the first time.

Gan Fuchun's product concept is completely different from competing products, which greatly reduces the communication cost. In order to attract consumers to buy, Gan Fuchun made a gift routine in the process of listing, and used it as the main way to communicate with consumers. It takes "long-term giving trial, trial driving consumption" as the guiding strategy. Its small advertisements, in addition to promoting its own civilian quality and product efficacy, are mostly used to persuade consumers to take things for free at the terminal.

Gan Fuchun only spent 654.38 million+on advertising fees, and made a profit two months after listing. After Gan Fuchun went public, three competing products have withdrawn from the market competition. Although Gan Fuchun did not expand the market, he drove away his competitors at the lowest cost. Gan Fuchun was selected because of his innovative marketing strategy, offensive promotion means and good sales effect.

Comments: Gan Fuchun's extreme marketing method proves that the competition in the health care industry is far more intense than other industries; The emergence of this extreme marketing means proves that the health care industry has reached the time when it needs to be completely reshuffled. If you still sell health care products as medicines, it can only be so extreme.

Nine: Su 'er mini acne mask: effective against neonatal acne.

"Little acne" is gone! But this time it's not a little nurse.

Cosmetics industry has been promoting products with beautiful women's heads for a long time. Many multinational cosmetics companies insist on communication strategy, which makes many local cosmetics companies and local advertising companies suffer greatly. Local cosmetics companies that adopt this strategy are either dead or on the way to death.

After the eye mask, a cosmetic product, it took the lead in adopting the marketing method of health care products and quickly grew into the first brand of eye care cosmetics. Suer Mini Acne Mask, which was listed in Shanghai in 2002, has also innovated its own marketing and promotion methods. The print advertisement designed by Suer successfully combines the efficacy and fashion of the product, and the cartoon image created by Suer is deeply rooted in the hearts of girls who love cartoons and pursue fashion in Shanghai. At the beginning of listing, Suer successfully used the girl idol F4 to promote product sales. While creating a fashionable atmosphere, don't forget to talk about its efficacy of "effectively targeting single or multiple new acne".

In 2002, 165438+ 10 went on the market and became a well-known brand within two months. Its low-density, low-cost and quick-acting advertisements inherit the sharp marketing ideas that can be adopted. Sur was selected because of his strong marketing innovation ability and accurate understanding of his own strength and China market; At the same time, it not only inherits the marketing essence of health care products, but also avoids the drawback that the promotion method of health care products cannot accumulate brand value.

Comments: Su 'er is a continuation of adopting ideas. Suer's success lies in the ingenious integration of functionality and fashion, and what is more admirable is that Suer quickly started the market in a gentle and low-cost way. Cai Ke and Sue's success is a mockery of local cosmetics companies that are unwilling to think.

Ten: Happy Growth: A vitamin specially designed for children in China.

Since 2000, the health care industry, which led the innovation of consumer goods marketing in China, has been in trouble and has not produced an impressive success story. In the past three years, perhaps only three new products promoted nationwide have performed well-the recovered Cher, the sleeping treasure of Taiji Group and the happy growth of Yangshengtang. But Cher depends on the terminal advantage of recovery; Sleeping treasure is a special market situation in which melatonin is used to transform gifts and the mature sleep market is temporarily blank; Only by growing up happily, we have won our own market in the confrontation with multinational brands such as Kingsilcom and Shancun. The health care products promoted nationwide in the past three years are only worth writing about.

Happy growth, launched in the second half of 200 1, was developed according to the results of the third national nutrition survey. It is a vitamin and mineral nutritional supplement for children designed according to the nutritional status of children in China. In the American market, multivitamin and mineral products account for half of the sales of health products, which can be described as a strategic product category in the health food market.

Besides multinational pharmaceutical companies Squibb and Suzhou Lida, there are many underground "imported vitamins" in China market. Yangshengtang and Shanghai Jiande, under the banner of nationality, led many national enterprises to launch a counterattack against foreign vitamins. Among many products, the only one that has achieved great success so far is growth and happiness. The reason lies in the accurate and concentrated positioning of growth happiness, intuitive creative expression and simple and practical concept. But more importantly, in this war, truth and local enterprises stood on one side.

Yangshengtang was happily selected because of its contribution to the growth of local vitamin market, keen market sense and strong marketing ability in the cold winter of health care products.

-

2. Innovative case of the year: Pepsi enables college students to break through their ambitions.

165438+1In mid-October, the "2005 Pepsi New Star Competition" which swept through nearly 100 universities in Beijing/Hebei came to a successful conclusion. In the competition that lasted for more than three months, Pepsi's publicity covered nearly 6,543.8+0,000 students from 97 universities in Beijing/Hebei, and more than 6,543.8+0.3 million players signed up for the competition.

From "Five-a-side Football Match" to "Pepsi Nova Competition", Pepsi has invested a lot in campus marketing every year. In the protracted struggle between Pepsi and Coca-Cola, Pepsi's most successful point is its distinctive market positioning, that is, it abandons the strategy of "comprehensive coverage" regardless of gender, age and age, but chooses to start with young people and strive to establish its "young, lively and contemporary" image. The university market is the most important position for young people in Pepsi.

Shi Ke, Marketing Manager of Beijing Pepsi Co., Ltd. said: "Pepsi attaches importance to campus marketing because young people are the main body of Pepsi brand and campus is the main gathering place for young people. For example, the real purpose of this' Pepsi Nova Competition' is not to select these two winners to attend a music training camp in Hong Kong and receive formal training from SonyMusic, and it is not the draft activity of these two people, but a grassroots carnival, a carnival for young people to experience their blue dreams. Pepsi is to provide a blue stage for young people. "

First of all, with the cooperation of relevant departments, students' unions and societies in various schools, various campus publicity methods such as school newspaper, radio, BBS, campus network, high-density poster posting, DM directional sending and finding campus singers were integrated, and 1 10,000 college student volunteers among nearly 1 10,000 students in 97 universities in Beijing/Hebei were mobilized.

Thirdly, the organization of the finals further enriched the connotation of Pepsi-Cola, led 25 contestants who entered the finals to visit leukemia children in the hospital, met with children in blind schools, and played a video of this process at the finals, arranged to turn off the lights 1 minute to experience blindness, and guided students to experience the deeper connotation of Pepsi-Cola brand: love.

Strategic analysis: single fire detonating campus popularity

Pepsi-Cola, Nike, Nokia, Li Ning and Founder, from multinational companies to local companies, more and more enterprises have realized the marketing value of the campus market and launched a fierce competition for the campus market. However, how to grasp and occupy the campus market is still a fresh topic, and even gave birth to a group of professional companies such as campus fresh people who specialize in campus marketing planning and implementation for enterprises.

Although there are unlimited business opportunities in the university market, college students, as a mobile group with no fixed income, are very different from many other consumer groups.

As young people, college students pursue the release of personality. They want to be people with unique styles and also like products and brands with unique styles. But this uniqueness is the uniqueness of the group. College students are in close contact with classmates and friends every day, so there is a high degree of consistency. They hope and take the initiative to keep consistent with the group and gain the recognition of the group with this consistency. They have small space, simple choices and concentrated interests. From the recent events such as Sister Furong, it can be found that the group lifestyle of college students and modern network communication equipment make it possible for any small fire to quickly detonate popularity among college students.

Zhong Zhan, general manager of Campus Freshman Advertising (Beijing) Co., Ltd. believes that the college student market has unique commercial value. Their high education and comprehensive ability make college students have important commercial value; Their high education and comprehensive ability make college students the most important customers or partners of many enterprises in the future; Their relatively concentrated areas, considerable consumption power and relatively relaxed competitive environment make enterprises make great achievements in the campus market relative to society; Their huge spending power in the future will make college students become the most important consumer groups pursued by most enterprises in the near future.

The above-mentioned unique commercial value is characterized by large scale, low cost and high quality, which makes campus marketing extremely commercial. In short, the promotion of products and brands by enterprises can affect or even change the consumption behavior of college students in the near future, which is of great significance in changing the consumption concept of college students in the long run.

Expert review

Whoever wins the future will win the world.

In China, there are nearly 20 million college students in a broad sense, and this market is equivalent to 1/4 Germany and 1/3 Britain. Excluding tuition and miscellaneous fees, the annual expenses of college students, including education fees, entertainment fees and making friends fees, average 4,000 yuan per person per year, which means there is a market of 80 billion yuan.

The potential market value, influence and uniqueness of contemporary college students in China are attracting the attention of more and more research institutions and enterprises.

Ma, an expert in campus market research of the new generation market monitoring organization, believes that enterprises should pay special attention to these keywords when conducting campus marketing: First, interaction. College students have a high level of intelligence, and the general low-end promotion methods will not be very attractive to them; Second, relevance. Cooperation between brands, combination of form and form. For example, Coca-Cola and Lenovo jointly did some activities on campus. There is a lot of room for alliance marketing on campus, and the cost is low and the effect is good; Third, potential marketing. For college students, too simple marketing methods are generally rejected. The university stage is an important period for the formation of brand awareness, and the brand awareness they establish now will affect their future product choice; Fourthly, in terms of methods, sports marketing, cultural marketing and entertainment marketing are more effective for college students.