What juice drinks does Master Kong have, and what flavor does each juice drink have?

More fresh oranges.

3 fruit explosion steam

4 Wahaha juice

5 Nongfuguoyuan

6 the fifth season

7 xiande daily c

8 Kangshifu juice

9 Wahaha aerated juice

1 queer

Advertising slogan: Queer, say Qoo when it's delicious!

Success index: 100-clear positioning and integration in place.

Comment:?

Queer, like many fresh oranges, stole the market of cola and other beverages, but all this happened in the field of children's target groups. Before queer, children drank soft drinks and milk drinks. Now they like queers. Why can Coca-Cola Company establish such a powerful brand so quickly? Queer's greatest success lies in its positioning as a children's juice drink and impeccable integrated marketing.

As a fruit juice drink, Queer completely got rid of the negative effects of carbonated drinks on children, and added vitamin C and calcium, which was completely designed for children. Queer bottles are mainly 350 ml, and the packaging and capacity are more suitable for children. Queer's pricing is slightly higher, so it naturally pays more attention to "adult drinks" than fresh oranges. Queer pays more attention to children's consumer groups and parents in distribution, publicity and promotion, and plans the listing meeting in entertainment and shopping places, just like a little star appearing in the mirror. Especially in publicity, queer has established a cartoon image, and TV advertisements focus on children's program time, inviting CCTV famous children's program hosts to carry out publicity. Various novel activities and publicity methods are full of childlike interest ... Now queer has quickly become synonymous with "children's juice drinks".

Don't think that only children drink queer, just as many adults cherish their hair and choose mild Johnson & Johnson baby shampoo. Many young men and women think that childishness is also fashionable and cool, and they also drink queer.

Suggestion: The next strategy is to expand the category of children's juice drinks.

More fresh oranges.

Advertising language: more fresh oranges, more C, more beautiful.

Success index: 90 points-successfully launched the fruit juice and beverage category market.

Comments:

No matter how fierce the struggle between the major juice beverage brands is, to some extent, everyone should be grateful for more fresh oranges. It is the "more C, the more beautiful" with more fresh oranges that opened the market of juice drinks and began the growth of a category. Back to 200 1, China's beverage industry has entered the stage of competitive marketing after experiencing the battle of cola, drinking water and tea drinks. The success of marketing in the new era has been difficult to achieve by meeting the needs of consumers, but from the competition for competitors. The appearance of many fresh oranges in PET bottles objectively provides the choice of juice drinks other than portable drinks such as cola, bottled water and bottled tea. The advertisement of "more C, more beautiful" highlights the core difference between the new category and other drinks-rich in vitamin C, which boasts itself as a new generation of healthy drinks and successfully captures the market of cola, drinking water and tea drinks.

In fact, "creating new categories" is always the first choice for brand positioning. If a brand can position itself as a different choice from a strong competitor, its advertisement only needs to convey new category information, and the effect is often amazing. Fresh orange, as the first bottled low-purity fruit juice beverage of PET, was introduced to the market, which made people know and accept this new beverage, so that fresh orange became the representative of bottled orange juice beverage. With the growth of categories, the natural benefits are the greatest.

Unfortunately, Uni-President lacked brand strategic thinking before the introduction of Fresh Orange, and managed it as a new product. This problem is very common in China: corporate brands usually have a name that describes new products. Such as unified fresh orange, Huiren Wuji Baifeng pill, etc. In this way, the operation of the enterprise is always at the level of product management. Once the enterprise does the production category, competitors can achieve gains by imitating and following in.

Suggestion: After a brand has successfully positioned itself through a new category, facing the follow-up of many brands, the best marketing strategy is to resort to its leading position. More fresh oranges can emphasize that they are leading brands when everyone is competing to publicize the benefits of juice drinks, and strengthen the harvest and rule of the market.

3 fruit explosion steam

Advertising language: popular fruit steam, let you explode enough at a time!

Success index: 80 points-successfully grasping new brand opportunities.

Comments:

Completely different from Wahaha, Jianlibao launched a new brand of aerated juice, which conforms to the new rules of competitive marketing period: new categories need new brands, and brands can only represent one product.

Old brands often have too deep traces, and consumers in the new era always prefer brand-new brands that only represent new things. When PC appeared, Compaq rose rapidly, not when IBM was popular. Polaroid was the king, not Kodak.

When cordless phones rose in China, it was BBK, not TCL. When low-purity juice drinks sold well, fresh oranges stood out, not Huiyuan ... If carbonated juice has a future this time, it must be a fruit explosion. Jianlibao took the lead in vigorously promoting carbonated juice drinks and got a good brand name, which is likely to cause consumers' cognition that "fruit explosion" is carbonated juice and establish a strong beverage brand in this field.

Suggestion: After all, more people drink soft drinks than fruit drinks. Fruit pop should point to cola, highlight the core differences of carbonated juice drinks, and better promote the brand.

4 Wahaha juice

Advertising slogan: We are all fruits, fruits, fruits, fruits, fruits, fruits, fruits, fruits, .............. I like Wahaha juice.

Success index: 74 points-the brand has penetrated into the third-and fourth-tier markets.

Comments:

Similarly, bottled juice drinks are introduced with fresh oranges, but Wahaha is not a follower because it has opened up new markets in third-and fourth-tier cities and rural areas.

Wahaha's marketing is the most worry-free What is popular in big cities is the first to be copied in the offline market. Whether it is cola, purified water or fruit juice, it has been proved to be feasible products in central cities, so Wahaha boldly introduced it to offline areas, thus occupying a leading position in the local market. Now "Wahaha" has almost become synonymous with "drinks" in these places, and its brand is not strong.

It is worth reminding that harvesting the market with the help of well-known brands naturally saves time and effort, but the offline market will gradually mature and the competition will increase. When neighboring cities and even rural markets enter the competitive marketing period, the appeal of "big brands" will also decline, and "professional brands" will also rise. Since it has network advantages and high promotion cost, Wahaha is entirely possible to implement sub-brand strategy in multiple product areas and take the lead in establishing leading brands in multiple categories. Just as P&G owns different brands of shampoo, washing powder, soap, shower gel and toothpaste, Wahaha has the opportunity to establish its position in China Guangpu market.

Suggestion:

When counting money, think about it. If "very cola" is called "Wahaha cola", will it still make money?

5 Nongfuguoyuan

Slogan: farm orchard, shake it before drinking.

Success index: 60 points-at least it has a new meaning.

Comments:

In the period of competitive marketing, every brand is competing for its position in the eyes of consumers to become the representative of a product in the eyes of consumers. As far as drinks are concerned, fresh oranges mostly occupy the position of "juice drinks", Huiyuan is "100% juice", coconut trees are "coconut juice", fruit-popping steam points to "steamed juice", and fruit and vegetable juices point to hand in hand. Other brands can be apple juice, grape juice and wild juice ... Nongfu Spring is ingenious and shows a mixed juice drink.

What is the positioning prospect of "mixed juice"? Not very optimistic. One obvious reason is that the consumer will not buy mixed juice because he likes a certain fruit (he can drink a single juice), but he will not buy mixed juice because he doesn't like a certain fruit. In addition, as far as China's current diet concept is concerned, some people are worried that things that are too miscellaneous are "mixed" in their stomachs, and they are always uncomfortable.

Even if they are satisfied with the prospect of mixed juice, farmers' marketing planning is not thorough. First, the name of the product. At the same time, a variety of mixed juices were introduced. It's really hard for consumers to call them. It is impossible to say "give me a bottle of pineapple, mango and pomegranate mixed juice in the farm orchard". Even if you come to "1" or "tangerines (oranges, apples, carrots) in the farmhouse orchard", you will feel better. Secondly, as a mixed juice, the competitor of farmers is obviously a single juice such as fresh orange. The marketing strategy should aim at the unreasonable formula of a single juice, launch the first wave of promotion by means of public relations, news and so on, and then follow up with clear advertisements. At this point, we should continue to carry forward the operation that Nongfu Spring became famous overnight by cracking down on pure water.

Of course, in any case, the farmer's orchard has chosen a new category positioning in the trend, and the advertisement conveys "mixed feelings"

Positioning information is also in place, which is a rare bright spot in a crowded market.

Suggestion:

Focus on one of the most promising mixed juice products to attract more fresh oranges.

6 the fifth season

Advertising language: the fifth season is popular this year!

Success index: 59 points-I don't know the tent brand.

Comments:

"This year's popular fifth season" is destined to be a gust of wind, and the brand of the fifth season has no future. The biggest problem is that nobody knows what the fifth season is. If you say Coca-Cola, Sprite, 7-Up and Fresh Orange, everyone knows what they are, but if you say the fifth season, you may get ice cream vitamin C soda (5 flavors), fruit juice drinks (5 flavors), tropical fruit punch drinks (5 flavors), vitamin C music (5 flavors), or pure water, mineral water, iced black tea, green tea and so on. When the fifth season started, we wrote the article "The Trap of China Enterprises in the Fifth Season" and pointed out the brand trap. Unfortunately, the enterprise has not paid attention to its point of view so far.

C soft drinks (5 flavors), juice drinks (5 flavors), tropical fruit punch (5 flavors), vitamin C music (5 flavors), or pure water, mineral water, iced black tea, green tea, oolong tea ... In the fierce marketing period, all-inclusive tent brands could not compete with any professional brands, and in the fifth season, they completely lost their increasingly important brand recognition role. When the fifth season started, we wrote the article "The Trap of China Enterprises in the Fifth Season" and pointed out the brand trap. Unfortunately, the enterprise has not paid attention to its point of view so far. ?

It is worth mentioning that in the fifth season, as a new brand launched by Jianlibao for many years, it won enough attention, and a large number of advertisements successfully attracted dealers to distribute goods, and the short-term performance was really good.

Suggestion: Shrink the focus and reposition for the fifth season.

7 xiande daily c

Advertising language: fresh c every day, natural health every day.

Success index:1-Follow the trend to the end.

Comments:

There is no doubt that fresh daily C is closely following the trend of fresh oranges, or "juice drinks containing C". However, Master Kong came prepared this time. "Fresh Daily C" is a newly registered brand, which only represents juice drinks, adding a little index to success.

Although Master Kong spared no effort in this attack and invited stars to help, Fresh Daily C made mistakes in three key places. The first is that the name is too long to be called, so it is better to call it "daily C" directly; The second is that the front line is too wide, and at the same time, orange juice, apple juice, grape juice and other varieties have been introduced, which makes what "daily fresh C" refers to unclear and the promotion efforts cannot be concentrated; The third point is crucial. Master Kong did not take the strategy of directly targeting more fresh oranges, and could not best seize the market from competitors. It should be noted that the current marketing is no longer just to meet the needs of consumers, but to put forward differentiated brand positioning and compete with competitors.

Imagine if Master Kong focused on "Today's Apple" for orange juice drinks with "fresher oranges", claiming that he was a different choice, and even advocating that "apple juice doesn't hurt the stomach, so drink it every day", the effect would be better. On the surface, apple juice beverage is not as popular as orange juice beverage, but in fact, there is no special apple juice brand to promote it. Before the appearance of fresh oranges, how many people wanted to drink juice drinks instead of coke, pure water and tea? To say the least, even if there will be fewer people drinking apple juice, if there is only Master Kong, the sales volume will still be considerable. If people who like orange juice drink more fresh oranges and the rest drink "Today's Apple", who else will drink other juice drinks? In the highly competitive market, there are few opportunities for other brands.

Suggestion: Start a new stove and build brand positioning first.

8 Kangshifu juice

Advertising slogan: Even fruits are loved ... Master Kong seldom trusts orange juice, which is delicious.

Success index: 0- brand following the trend

Comments:

If time goes back 10, the advertisement of Master Kong's "Juice Loves Drinking" will definitely make people feel very interesting, so as to remember that this is a very special product and they are willing to try it. At the same time, Master Kong is a big brand, which will enhance people's purchase.

However, today, all kinds of "creative" advertisements are flooding the media, and fresh and interesting TV programs are overwhelming. More than 10 seconds of "interesting" advertisements are submerged in the flood of information, which hardly attracts people's attention and interest. In the new marketing period, in the face of too many products and information, consumers will only remember some representative brands-for example, there are many fresh oranges in juice drinks, and often ignore similar products that follow the trend.

Generally, "big brands" have less and less influence on purchases. With the increase of general trust in commodities, consumers' demand for brand quality assurance is weakened, and they are more concerned about the identification function and convenience of brands when purchasing commodities. Nowadays, people like to choose "professional brands" that only represent a certain kind of products, such as Coca-Cola, Sprite (orange soda), Gatorade (sports drinks) and Red Bull (energy drinks) ... "Master Kong" brand covers too many things, and Master Kong juice is bound to be the general trend.

Suggestion:

It is better to make full use of the fatal defect of unified fresh orange and rename the product "Master Kong has more fresh oranges". With the distribution ability of Master Kong, it should sell better.

9 Wahaha aerated juice

Advertising language: Wahaha of soda juice is more energetic!

Success index: negative 10-self-injury brand extension.

Comments:

If third-and fourth-tier cities and rural markets can't find rivals, Wahaha should be able to go smoothly this time.

To cut yourself. First, the market of Wahaha carbonated juice is more from the erosion of Wahaha juice; The introduction of two kinds of carbonated juice blurs the image of Wahaha juice. Originally, Wahaha pure water, Wahaha tea beverage and Wahaha juice were all relatively pure products. Now Wahaha has extended its brand to carbonated juice, and there are several kinds of carbonated juice. Wahaha Juice has been gradually upgraded to the fifth season. The more successful, the greater the damage to Wahaha juice.

Suggestion: It would be better to change Wahaha carbonated juice into Qihaha juice.

10 Huiyuan Xian Zhen orange

Top ten beverage brands

1 Coca-Cola (world famous brand)

2 Pepsi (world famous brand)

3 Uni-President (China Famous Brand)

4. Wahaha (China well-known trademark, China well-known trademark)

5. Huiyuan (China well-known trademark, China well-known trademark)

Robust (China well-known trademark, green food)

7. Lulu (China famous trademark, China famous trademark)

8. Rising Sun (China well-known trademark, green food)

9. Coconut tree (China famous trademark, China famous trademark)

10 Master Kong (national inspection-free product,)