Jiaduobao marketing paper

Nowadays, in the marketing activities of enterprises, public welfare marketing behavior has gradually become an important innovative measure. As one of the marketing methods, public welfare marketing has produced remarkable results in commercial activities. The following is my paper on Jiaduobao marketing for your reference.

A brief analysis of the marketing strategy of Jiaduobao Abstract By analyzing the general situation of the current beverage industry, we can understand the development status and trend of China's beverage industry, and then introduce the general situation of Jiaduobao and the trademark dispute between Jiaduobao and Wang Laoji. This paper analyzes the macro-micro environment and SWOT analysis of enterprises, emphatically analyzes the marketing strategy centered on products, prices, channels and promotions, and some problems existing in the strategy, and puts forward some corresponding suggestions on some problems existing in the strategy.

Drinks; SWOT analysis; market strategy

I. Present situation of China beverage industry and introduction of Jiaduobao.

(A) the development status of the domestic beverage market

After 30 years of reform and opening up, the local beverage market in China has entered an era of hegemony among giants such as Pepsi-Cola, Coca-Cola, Master Kong, Uni-President, Wang Laoji, Jiaduobao and Wahaha. In recent years, major enterprises have greatly increased their investment and expanded their scale, and major enterprises at home and abroad have increased their investment scale and capacity expansion in China.

Competition has intensified. Although after 30 years of development, China local beverage industry has produced many beverage brands, and all of them have their own relatively stable consumer groups. However, Chinese consumers' brand loyalty to beverage products is low, and they only pay attention to the freshness and diversification of tastes. This makes the beverage market in China present the characteristics of different levels and different demands.

(2) Introduction to Jiaduobao

1. Introduction of Jiaduobao Group

Jiaduobao Group is a domestic large-scale professional beverage and mineral water production and sales enterprise with Xiangdu and Guangzhou as its mainland headquarters. Jiaduobao products include red canned and bottled "Jiaduobao" and "Kunlun Mountain Natural Snow Mountain Mineral Water". The herbal tea produced by Jiaduobao is based on the traditional formula, prepared with first-class medicinal materials, adhering to the traditional decocting process, extracting the essence of herbal medicines through modern technology and carefully blending; Contains chrysanthemum, licorice, Mesona chinensis, honeysuckle and other herbs, and has the function of preventing excessive internal heat. Modern scientific research shows that the authentic herbal tea produced by Jiaduobao can prevent fire and is beneficial to health.

2. Trademark dispute between Jiaduobao and Wang Laoji

On may 12, 1 1 day, GPHL received the award of China international economic and trade arbitration commission dated may 9, 20 12. GPHL won, Jiaduobao lost. Jiaduobao Group began to launch its own herbal tea brand Jiaduobao. Put forward the same formula and the same taste as the previous red pot herbal tea Wang Laoji. In order to enjoy the fruits of Jiaduobao's years of operation, GPHL also took the opportunity to launch the red pot Wang Laoji, which is actually not the previous Wang Laoji.

Second, the marketing environment and target market analysis of Jiaduobao

Environmental analysis

1. supplier

As far as raw materials are concerned, the supplier status of herbal tea industry is not so high, and the requirements for raw materials are very strict, so the manufacturers of herbal tea are the dominant players at this time, and the suppliers have almost no bargaining power. As far as the herbal tea market is concerned, the herbal tea manufacturers are the suppliers of the herbal tea market, and their bargaining power is very high, because as the leader of the herbal tea market, their price positioning determines the sales price and profit rate of the herbal tea market.

2. businessmen

The success of Jiaduobao's positioning made it the most concerned beverage in China for a time. Therefore, more agents and distributors join the sales ranks. Agents and dealers only need to put them at the point of sale, and then customers will buy them. This will accelerate the expansion of distribution channels and accelerate the withdrawal of funds.

3. customers

The most important reason why Wang Laoji of Jiaduobao is so popular in the market is that it originally advertised to prevent getting angry. This advertisement is deeply rooted in people's hearts, and the red packaging is also easy to attract customers' attention.

4. Competitors

The sales volume of Jiaduobao in China has surpassed that of Coca-Cola, a beverage giant. In the field of herbal tea, neither Yiguang in Dali nor Nianci 'an in Kyoto can compete with it. In 2008, sales increased by 35% year-on-year, accounting for 35% ~ 45% of the market share.

(B) SWOT analysis

1. Advantage analysis

Jiaduobao developed Wang Laoji, and the formula of herbal tea Jiaduobao products is the same as that of Wang Laoji, and this herbal tea ancestor functional drink made of fine herbs based on the traditional formula has long been deeply loved by consumers. Even if it was renamed as Jiaduobao, it attracted many consumers because of its authentic and familiar taste.

2. Analysis of disadvantages

The relationship between Jiaduobao and GPHL is very complicated. In 20 12, jiaduobao lost to the lawsuit of GPHL because of bribery, and finally lost the trademark of Wang Laoji and used the brand of jiaduobao. This kind of negative report will make Jiaduobao have a bad reputation.

3. Opportunity analysis

Nowadays, people's health awareness is enhanced, and functional drinks, tea drinks and juice drinks with health value will have more markets. As a functional beverage with clear fire-extinguishing function, Jiaduobao is also the leader of herbal tea enterprises and a strong competitor in the beverage market. Market demand is a huge development opportunity for Gatobao.

4. Threat analysis

Wang Laoji of GPHL is the biggest threat to the Jiaduobao brand, and the Wang Laoji brand has been preconceived. It is generally accepted by consumers and occupies a large market share. How to seize its market share is a very difficult task for gateball. In the struggle with Wang Laoji, other low-priced competitors are also a threat to the sales market of Jiaduobao, such as Hezheng Herbal Tea, Shunpai Herbal Tea and Laoweng Herbal Tea. Although their popularity, sales volume and market share are not as good as those of Jiaduobao, it should not be underestimated that these brands can stand on the market.

Third, the marketing strategy analysis of Jiaduobao

(A) product strategy

At present, Jiaduobao Group only introduces 3 10ml red jar Jiaduobao herbal tea. Compared with Coca-Cola, Jiaduobao is very simple. Jiaduobao Group insists that Wang Laoji is an expert in herbal tea, not a brand promoted to the Almighty King of Beverage. A brand may launch different forms of products or services, which are called different projects.

(B) the price strategy

High price strategy. Consumers' judgment on the value of a new category is often achieved through price. For example, as a new category, Jiaduobao is placed in front of consumers. Appropriate high prices are conducive to customers' optimistic about the category of herbal tea and to a relatively small target group. The retail price of canned drinks in Jiaduobao is 3.5 yuan/can, which is 75% higher than that of cola, which represents mainstream drinks. This is in line with the marketing of its high-end consumers, establishing the image of high-end drinks and maintaining customer recognition.

(C) Channel strategy

1. Main channels

Modern channels mainly include hypermarkets and supermarkets, among which storage supermarkets are mainly affiliated to large commercial groups, which have extensive brand influence and convincing financial credit. Modern channels will be more and more valued and recognized by the market. It is the best choice to become a red can of modern channels.

2. Traditional channels

The regular channel members of Jiaduobao mainly include dealers, wholesalers, manufacturers and many small shops. Jiaduobao has covered shops, restaurants and special terminal stores in a sub-regional and sub-channel way, forming a complete sales network.

3. Catering channels

Focusing on the market positioning of fire prevention, Jiaduobao chose Hunan cuisine, Sichuan cuisine and hot pot restaurant as sincere cooperative stores, and it has become an important local advertisement to invest funds, jointly promote and consume these terminal websites. Free design of electronic display screen and red lanterns and other promotional products, so that consumers can enjoy the taste of Jiaduobao, publicize its fire-fighting function and cultivate target consumers.

(d) promotion strategy

The continuous huge advertising investment not only laid a good foundation for Jiaduobao herbal tea to enter the national market quickly, but also was in direct proportion to the commercial income, which was conducive to consolidating the effect of Jiaduobao herbal tea in the eyes of consumers and the status of China as the most popular canned beverage.

Promotional activities. Jiaduobao has adopted various promotion methods with rich contents. On the one hand, encourage existing consumers to buy to increase sales; On the other hand, attract more new customers and seize the market share of competitors. Carry out national theme and holiday promotion activities, and carry out activities such as buying gifts in supermarkets or commercial lots during holidays, and at the same time, make profits to stimulate consumers to buy. Sponsoring sports events and entertainment activities, Jiaduobao has sponsored the Voice of China, is a senior partner of 16 Guangzhou Asian Games, sponsored the romantic blockbuster "Green Tea", and now also sponsored many local TV stations.

Four. Concluding remarks

Based on the study of brand marketing strategy of Jiaduobao, this paper summarizes a basic framework including theoretical premise, marketing mix and strategic enlightenment. The development of market economy promotes the maturity of brand marketing strategy, and brand competition pushes market economy to a new stage of development. Brand is not only a sharp weapon of enterprise marketing, but also a representative of enterprise management strength and a symbol of market economy maturity. At the same time, it is a symbol of a country's economic strength and an economic resource with strategic value. It is through a series of brand marketing strategies that Gadobo became the representative of the first herbal tea brand in China. By analyzing consumers' original cognition of Wang Laoji, Jiaduobao Herbal Tea re-invested huge amount of advertisements and increased publicity, which successfully achieved the goal of removing Wang Laoji from the shelves, made Jiaduobao's brand deeply rooted in people's hearts and brought rich profits to enterprises. It is a complex and arduous system engineering for Jiaduobao to implement brand strategy. It is the key to implement the brand strategy by combining the brand strategy with the development strategy of the enterprise and making a lasting long-term plan.

As the first brand of "authentic herbal tea" in China, Jiaduobao has become a popular herbal tea beverage for consumers, not only because of the quality of its products, but also because of its control of the market, scientific analysis of consumers' demand and the marketing strategies implemented accordingly. The optimization of product quality is the premise to attract consumers; Defining the brand positioning and creating unique value is its grand strategy for herbal tea. Grasping the market firmly and establishing its own image is the key to its success in stability.

Keywords: Jiaduobao; marketing

I. Introduction

1995 at the beginning of the establishment of jiaduobao group, the first batch of red cans of "authentic herbal tea" was listed in Guangdong. 2007-2065 438+0 1, the red jar of "Authentic Herbal Tea" of Jiaduobao won the title of "The First Beverage in China" for five consecutive years, and became the favorite herbal tea beverage of China consumers. With the stability of the market and the expansion of consumer groups, after detailed market research and analysis, Jiaduobao Group decisively launched the "bottled version" in April of 201year, and went public nationwide in February of 201year; 20 12 in may, jiaduobao launched its own brand jiaduobao herbal tea to meet the different needs of domestic consumers. As the first leading brand in the domestic herbal tea beverage market, Jiaduobao has given our consumers too many surprises along the way: Jiaduobao has achieved sales from 1 billion to 5 billion in more than five years; In just over a year, the grand leap from 5 billion to10 billion has been completed. The sales of Jiaduobao in the beverage industry is really a miracle.

Second, optimize product quality and strengthen public opinion propaganda.

1. Product quality optimization

Even if the trademark of any product can be copied, enjoyed or even taken back, the quality of the product itself cannot be copied, which is the key. For Gatobao, what is accepted and recognized by consumers is its improved formula. Therefore, when the Jiaduobao product itself has not changed or even tastes better than before, in other words, the quality is better, and then through the media's momentum, the fact that Jiaduobao is equal to or better than the previous Wang Laoji can take root in the hearts of consumers, which is the first key to the core elements of substantive marketing. On the one hand, we should have confidence in our own products, on the other hand, we should optimize the product quality through technological progress, improve and deeply process the formula of authentic herbal tea as soon as possible, and create the substantive connotation of the products.

2. Strengthen advertising and publicity.

The purpose of advertising is to tell consumers what the enterprise is doing at present. Consumers are still relatively unfamiliar with Jiaduobao at first. To transplant Wang Laoji's spiritual resources of "fear of getting angry" to Jiaduobao, we must pay great attention to advertising strategies and skills. Advertising can make the brand more credible, especially renaming and reshaping. Consumers need to believe that it represents the leading brand of herbal tea.

Driven by public relations activities, Jiaduobao chose to sponsor The Voice of China to expand its publicity. The Voice of China performed an "original" voice. With the repeated broadcast of the host, Jiaduobao sponsored by the title set off a "red whirlwind" and spread to the off-site. Jiaduobao became the special sponsor of the most popular music reality show "The Voice of China" on 20 12, which was the first major move after the classic red pot herbal tea was renamed as Jiaduobao herbal tea. Wang, deputy general manager of brand management department of Jiaduobao Group, believes that both Jiaduobao herbal tea and The Good Voice of Jiaduobao China have original brand connotation, which is the combination of Jiaduobao herbal tea and China version of The Good Voice. It is through "good voice" that Jiaduobao strategically achieved the brand goal of reshaping the leader of herbal tea.

Using media and consumers to promote their products is an important aspect of marketing strategy. In the public opinion dispute with Wang Laoji, Jiaduobao made good use of the power of public opinion and the power of consumers to launch a contest between "biological mother" and "adoptive mother". People's sympathy generally tends to be the "foster mother" who raises children and pays a lot of efforts, rather than the "biological mother" who only "gives birth" but does not "raise", and fully transfers people's moral identity to marketing strategies. Jiaduobao combined the strength of its loyal consumers and loyal dealers to explain the situation to the society, won a lot of strong support and won a public opinion war.

Third, Jiaduobao's brand marketing strategy

1. Vigorously promote the brand.

(1) Advertising Bombing of "Jiaduobao"

In fact, for the national consumers, 20 12 Jiaduobao is still a strange new name, a brand that suddenly appears. Of course, this has not affected the consistent advertising bombing method of Jiaduobao Group. First of all, Jiaduobao Group emphasizes the word "Jiaduobao" in all advertisements, and makes consumers believe that it is a powerful brand through "national sales leading". Through continuous repeated exposure and vigorous brand promotion, "Jiaduobao" was quickly known to consumers, and more and more people knew that it was a herbal tea drink and had the impulse to consume. Secondly, the advertising slogan of "the leading red pot herbal tea in China was renamed Jiaduobao" consciously equated the red pot Jiaduobao with the original red pot Wang Laoji. This move made consumers who originally favored the red jar of Wang Laoji understand that, except for the name change, "Jiaduobao" is actually "Wang Laoji", "old wine in new bottles" and "soup without medicine", but the essence has not changed, and it is still a good gift, dining partner and the next one.

(2) Breaking the ice and parting ways with Wang Laoji.

In the face of Wang Laoji's sharpening and realistic challenges, Jiaduobao can't and can't sit still. It can be said that the advertising slogan of "National Leading Red Canned Herbal Tea renamed Jiaduobao" is really smart. On the one hand, it tells people that the well-known national sales-leading red pot herbal tea "Wang Lao Ji" has been renamed as "Jiaduobao", and the future consumption of "Jiaduobao" is the national sales-leading red pot herbal tea; On the other hand, it also tells consumers a message: When you see Wang Laoji in the red pot in the future, it is definitely not our current "Jiaduobao", but another product, and it is no longer the leading red pot herbal tea in China. This kind of advertisement for renaming is actually a trick of "cutting the bottom of the pot". Like a shield, it firmly protects its own basic disk, and at the same time completely breaks away from Wang Laoji, which not only allows consumers to naturally transition from Wang Laoji to Jiaduobao, but also firmly attracts the original consumer groups and actively absorbs a wider range of consumer groups. More importantly, Jiaduobao essentially achieved "going to Wang Laoji".

(3) attach great importance to public welfare marketing

Attaching great importance to and actively participating in public welfare is an important measure for Jiaduobao to assume social responsibility and give back to the society, and it is also its public welfare marketing strategy.

2008 "5? 12 After the Wenchuan earthquake, Jiaduobao donated thousands of goods to the disaster area for the first time. On May 18, 2008, Jiaduobao made a feat of donating 100 million yuan at the CCTV "Dedication of Love" donation party. It also called on employees of the group to donate millions of dollars to the disaster area. 20 10 in April, we donated RMB1200,000 yuan to Yushu earthquake-stricken area in Qinghai. 20 1 1, donated 20 million yuan to the debris flow disaster area in Zhouqu, Gansu, to promote the development of public welfare actions and resume production in Zhouqu and other disaster areas. 20 13 April, after the Ya 'an earthquake, Jiaduobao immediately mobilized 1000 boxes of Jiaduobao herbal tea and 1000 boxes of Kunlun Mountain mineral water to rush to the disaster area. On the 24th, 2,000 boxes of Jiaduobao herbal tea were mobilized to alleviate the urgent need for water in disaster areas. 2065438+ On April 26th, 2003, under the "Sichuan Lushan Earthquake Rescue Action" initiated by China Foundation for Poverty Alleviation, we donated 65438+billion yuan to Ya 'an area for disaster relief and post-disaster reconstruction. In addition, the Jiaduobao Poverty Alleviation Fund was established in 2009; Jiaduobao is in 12? Public welfare activities such as "students love" and "helping students". Carrying out public welfare activities mainly depends on the effect and momentum of the activities. The effect of increasing hundreds of thousands of public welfare investment and hot and soft activities is far better than hundreds of millions of hard advertising investment and commercial entertainment. The public welfare marketing activities carried out by Jiaduobao are not reckless investment, but do more practical things, do more activities and produce greater results at the same cost.

2. Determine marketing objectives and market positioning

(1) Determine marketing objectives

Jiaduobao is a "functional drink", and the real motivation for buying red Jiaduobao is to "prevent getting angry". Brand positioning-"drinking to prevent getting angry" has its unique value: drinking red Jiaduobao can prevent getting angry and let consumers enjoy life without worry. As the strategic goal of Red Jiaduobao, it is to let consumers enjoy life and health while consuming Jiaduobao.

As a beverage, Jiaduobao must join the competition in the "beverage" industry if it wants to be loved by consumers. Then, it has many competitors-all kinds of other drinks. In order to be in a favorable position in the competition with other competitors, Jiaduobao chose five scenes that consumers think are the most prone to get angry in daily life: eating fried food and chips, eating barbecue, eating hot pot, watching football games all night, and taking a sunshine bath in summer for publicity and sales. In particular, by opening up catering places, we will create a flagship store image in many restaurants. Its marketing goal is to let Jiaduobao enter the homes of ordinary people.

(2) accurate market positioning

By the end of 2002, the sales of Jiaduobao had been nearly 8 years, but it had not been positioned as a brand. Jiaduobao Group can't answer what Jiaduobao is, and consumers don't know why to buy it. If this problem is not solved, no matter how creative your advertisement is and how much you spend, it will be of no help. Advertising master David? Ogilvy said that the effect of an advertising campaign depends on your product positioning, not your advertising creativity. Therefore, the first problem to be solved in the sales of Jiaduobao is the positioning of its own brand. After some communication, Jiaduobao decided to position the brand. Through the investigation and analysis of consumers' cognition and purchase behavior, Jiaduobao realized that consumers' demand for Jiaduobao is a functional drink, and their real motivation for buying Jiaduobao is to "prevent getting angry", rather than really "getting angry" and need to add Jiaduobao for treatment. Researchers' research on the cognition of Jiaduobao Group and its products in consumers' minds shows that Jiaduobao, as the ancestor of herbal tea and its unique Chinese herbal medicine formula, has been the creator and leader of China herbal tea industry for a long time. With the effect of "preventing getting angry", it has grasped the purchasing psychology of consumers, which is conducive to the consolidation and strengthening of Jiaduobao in the original market and the development of new markets; Relevant information and expert interviews show that the concept of clearing fire with traditional Chinese medicine has been widely popular throughout the country, and "getting angry" has gradually taken root in people's hearts, which enables Jiaduobao herbal tea to break through geographical restrictions. Researchers said that as long as the concept of herbal tea is well publicized, people from China will see the existence of Jiaduobao. Brand positioning has gradually existed in the hearts of consumers. The next most important task is to promote the brand, truly win the hearts of the people, and let consumers know that Jiaduobao is the first choice for "preventing fire".

3. Improve logistics management

In terms of logistics management, there are some problems in Jiaduobao, such as the poor balance between procurement, production and sales, and the incomplete establishment of the logistics management system running through the whole enterprise operation system; The professional quality of personnel needs to be further improved, the phenomenon of absenteeism of logistics managers occurs from time to time, and the skills training of logistics managers is insufficient; The requirements of logistics management procedures are not strict, and the inspection work is not perfect; Warehouse management needs to be improved; Vehicle management and loading rate are not perfect, vehicle loading rate can be further improved and logistics cost can be further reduced. In response to these problems, Jiaduobao has taken a series of measures to improve and perfect. First, establish and improve the marketing channel management system, improve and perfect the various systems of the office, and give full play to its functions; Strengthen the financial management of the office; Strengthen the performance management of office staff; Optimize the marketing channel of the office, so as to establish and improve the marketing channel system. The second is to implement customer management. Redefine the customer profile. Establish an information center, input customer files into the center, and form a relatively complete system of information collection, feedback, sorting and processing, which provides a basis for the company's decision-making level and business departments to formulate marketing strategies in time. The third is to realize the flattening of information channels, enhance the awareness of channel resources and establish the awareness of green channels.

4. Attach great importance to consumers, terminals and channels.

The penetration of FMCG marketing into terminal channels is still very important. The strength of terminal execution is related to the success or failure of brand remodeling. Although the terminal is not controlled by Jiaduobao, it fights for the herbal tea terminal with super penetration through its own terminal. In major supermarkets, the vast majority of customers have been controlled by Jiaduobao. For enterprises, important stores are the terminals of business area, passenger flow and development potential. For example, Wal-Mart, Carrefour, Hualian and other internationally renowned retailers. Jiaduobao's business team has continuously increased personnel input, desperately putting up posters, packaging terminal images, buying gifts and other activities. The purpose is to infiltrate the Jiaduobao brand into various places. In addition, Jiaduobao also arranged a large number of people to explain to consumers in major supermarkets to cope with consumers' confusion about Jiaduobao's new brand. This has enabled Jiaduobao to reshape the brand of herbal tea.

No matter how many advertisements you advertise, if you put aside consumers and channel partners and wait for them to choose naturally, you will not effectively guide and gather strength, but actually put yourself and your opponents on a starting line and fail to make good use of your own resources and advantages. Any product without consumers will not sell well, and products without systematic channel marketing and terminal marketing will not have a good record. Access to channels is king for consumers, which is the truth of marketing.

Four. conclusion

Throughout the course of Jiaduobao, we find that the positioning of brand concept, the success of marketing strategy and the charity atmosphere are important factors for its success. In the process of examining the marketing planning of supplies, we can ignore the brand itself, but we can't ignore the value that the brand brings us. Brand value can only be brought into full play if it is recognized by consumers. Similarly, a worthless brand cannot be recognized by consumers, and the value of the brand naturally cannot be reflected. What we have to do is to let the category represent the brand and let the category reach the psychological cognition of consumers.

References:

[1] Zhuang. Wang Guilin. Marketing channel management [M]. Beijing: Peking University Publishing House, 2004.

[2] jing wong. Brand management [M]. Wuhan: Wuhan University Press, June 2005.

[3] lofty. How should jiaduobao go to Wang laoji [c]/kloc-0 /20066.100000000605

[4] Why to laugh. Good voice success VS jiaduobao success, [J]. Journal of medical economics, 2009.6438+00.

[5] Li Kaijun, Wang,. Take public welfare as corporate culture. China Auto News [N], 2009, 8+00.

[6] Hu. Marketing planning [M]. Beijing: Higher Education Press, 20 1 1.8.

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