My opinion on Lao Baigan and Jiang's strategy

Hengshui Laobaigan and Jiang are two cases that marketing circles often talk about. The characteristics of these two brands are obvious. Public relations promotion is well done, but the marketing effect is not satisfactory.

By the way, I think there are problems and opportunities, for nothing.

The cognition of this kind of luck formed in history is "not very expensive" The perception that luck is relatively cheap is not easy to change, nor is it unique to luck. Moreover, this feature is not very valuable, and it is impossible to shape high-end cognition without fate.

To make high-end wine, Hengshui Laobaigan needs a stone that can make people recognize it as a high-end wine.

Laobaigan made a strategic fence-riding mistake. It wants to occupy the two spiritual positions of Laobaigan and high-end wine at the same time with one brand. This strategy is difficult to succeed. Laobaigan category cannot represent high-end (in fact, it represents low-end, which conflicts with its current high-end appeal), and the position of high-end has long been occupied by brands.

Laobaigan has two strategic opportunities.

To be successful, a new brand should be the first product of a new category; In other words, new brands should exist as the opposite of leading products. Laobaigan wants to be a high-end positioning, either seize the position, take advantage of one of his own advantages, win the highest prize in the World Spirits Competition, put forward the positioning slogan of the first brand of high-end spirits, occupy the position of the representative of this high-end liquor category, or stand on the opposite side of Maotai and put forward the positioning slogan of the new liquor pioneer (this is difficult, it is difficult to find a cognitive advantage). This is the first attractive strategic opportunity.

The second opportunity is to represent and expand the temptation category.

People who have different views on whether Laobaigan can climb to the top basically don't recognize it as a high-end benchmark Maotai. Everyone thinks it's low-end wine.

Laobaigan, not on the head, low-end wine, is what Laobaigan looks like in the eyes of customers. In our over-spread society, it is an extremely difficult task to change people's minds. It is much easier to find and use what you have.

Laobaigan can take advantage of this position in the eyes of prospective customers, price the middle end, drink for brothers, become the first brand of mid-end banquet liquor, and become a major category of Laobaigan.

Wine has an obvious feature, which is obviously recognized by the price band.

Laobaigan if the main push 99 199 299 this price band.

Continue to promote the masculinity of drinking before. . Then render the emotional appeal that brothers are not afraid of getting drunk when drinking.

Then it doesn't match the head. It will be very useful.

Banquet is not only a high-grade banquet, but also a gathering of friends, brothers, social brothers and comrades. This kind of drinking scene is usually six or seven people, and none of them are drunk. Being drunk without losing your head is really useful for this drinking scene. It's a headache to get drunk, but it's a strong demand for this kind of banquet not to go to the head.

When a brand destroys the existing positioning, or the enterprise does not allocate resources according to the positioning in the eyes of customers, it will not only be rejected by new customers, but also waste huge assets of the enterprise, and even lead to the destruction of the enterprise-Deng Delong.

Put up a poster of Xiaolangjiu. Go on, ginger is closely related to tempting fate.

Jiang lacks a dominant consumption scene. Everyone thinks that the drinking of small bottles of wine and the scene of the party do not belong to ginger. It was just a scene that swallowed ginger, not a scene that belonged to ginger.

The location of the small bottle of wine belongs to Xiao Lang wine. Don't belong to Jiang. It is not that the bottle is small and famous, but that Jiang can seize this position.

Small bottles of wine and young wine are two places, two consumer groups and different consumption scenes.

The consumption scene of small bottles of wine and small drinks has a strong correlation with wine, and Jiang can not establish a dominant position in this consumption scene. The main group of friends who get together to drink liquor every day are heavy consumers of liquor (not young people who don't drink liquor very much). Small bottles of Xiao Lang wine are the first choice for this group in terms of brand reputation, brand grade, sense of belonging and taste. People who are used to drinking white wine will not choose Jiang, and there should not be many people who disagree with this statement. ) and young people's usual party drinking is not a consumption scene dominated by ginger. More often, people choose cola, fruit juice, Wang Laoji, craft beer, red wine, foreign wine, etc., and most people will not consume white wine (people with a very low proportion will often choose Jiang Xiaobai, but they will definitely buy it, but the proportion is not high).

Ginger has a problem and an opportunity.

Jiang found a place for young wine. With the help of social media bonus, she used Weibo WeChat to implant this place in young people's minds, but failed to find a consumption scene with clear motives and young wine dominating. Today's parties, banquets and nightclubs are not the scenes that Jiang can dominate at the moment. Whether it is pure drinking or mixed drinking, whether it is catering channels, ka shops or nightclubs, Xiaobai has not achieved explosive growth (the mainstream consumption scene of blended wine is nightclubs, and that scene is dominated by foreign wines such as jagermeister, but mixed drinking will be a key point for Jiang to find the source consumption scene).

Because there is no unique consumption scene, although the location of youth wine is very good, there has been no sales performance matching this location.

A single spark can start a prairie fire, but if there are only a few scattered pieces of dry wood on the grassland, but there are green trees and grass everywhere, let alone start a prairie fire. When the dry wood is burned out, the fire will go out. If you want to start a prairie fire, you must first find a grassland full of dry wood. Like Jiang Ye, if we want to form a consumption trend, we also need to find a source of goods and people who are easier to light with dry wood.

College students are fashionable depth bombs. For Jiang, this grassland with spiritual resources and demonstration function is the campus. Jiang's planning of strategic supply period can refer to jagermeister, which was regarded as unpalatable in the early days and described as kerosene. However, by focusing on the supply crowd of college students, the supply channel of university bars and the high-potential crowd-"extreme athletes", he learned to hold hands with the best-selling Red Bull in extreme sports, and the sales volume was very good.

Successful companies often focus on a product, a service or a market from the beginning.

Jiang's strategic opportunity is to continue to strengthen the cognition of young liquor, choose to focus on the source population "students" and the drinking method "mixed drinking", and occupy several consumption scenes with cognitive advantages but no one to occupy and strong demand for drinking through strategic matching.

For example, students' first lovelorn love, the passion of watching football in the dormitory and socializing in the bar, the sadness of leaving the university graduation party, the anguish of leaving campus, the bitterness of failing to find a job for the first time in youth, and memories of youth at the first class reunion. Students can express their emotional needs of "frustration, love and friendship" and use Jiang's good copy to * * *. It will take ten years to consolidate this drinking scene and cultivate consumption feelings and habits.

When a group of students and customers integrate into the society, they will naturally extend their consumption habits to parties, workplace group building and nightclubs. If they fall in love with ginger, will they switch to other brands? I don't think so. Unless there is a banquet with high-end demand (high-end banquet itself is not the consumption scene that Jiang should pursue), try Maotai Wuliangye. However, this situation is basically different from the online training of liquor users for others, and the demand for scenes where customers who like to drink other brands have to change Maotai Wuliangye in high-end occasions is also different. After this high-end banquet, people will still drink the brands they are used to.

Jiang should not rush to develop mass youth. It took 10 year for Microsoft to achieve annual sales of $654.38+0 billion, 14 year for Wal-Mart to achieve annual sales of $654.38+0 billion, nine years for Red Bull to achieve global annual sales of $654.38+0 billion, and nine years for Wang Laoji to achieve annual sales of $654.38+0 billion in China.

Focusing on the source population at an early stage and developing slowly can protect the brand from concentrated and sudden negative influences during the gestation period and effectively prevent the "hula hoop effect". There will inevitably be some defects in new categories or new brands of products. Slow-paced promotion will give brands time and opportunity to modify products and improve various operations according to market feedback, and minimize the factors that stimulate negative reactions.

Strategic matching focuses on channels and public relations activities.

In terms of channels, Jiang can set up a campus business department, which is responsible for opening and operating Jiang's bars inside and outside the first-class universities at home and abroad, opening a student-themed izakaya in the shopping malls where young people gather in Joy City, training student brokers, and focusing on KTV, restaurants, supermarkets and online platforms around the school to distribute goods in saturated channels.

Public relations can be profitable, for example, making joint products, training, music festivals and competitions. Through this integrated marketing method of sales and public relations, Jiang's drinking scene and consumption feeling are implanted in students' minds. Don't underestimate the students' consumption power of liquor and the consumption power of the student market. Try to start with middle school students' lovelorn love, plus Hong Kong, Macao and Taiwan provinces and foreign universities. . )

Small enterprises should fight guerrilla warfare, find a position small enough to hold on to, and intensively cultivate.

Only by focusing on a narrow market segment can a brand occupy a place in the eyes of customers.

Only by letting a company or brand focus on a niche market that can be in a leading position for a long time can we cultivate a strong company and ensure future success.