What actions has Nongfu Spring taken in the process of promoting brand success?

Brand Promotion Strategy of Nongfu Spring (1)

Nongfu spring, four-year three-step chess

The loudest slogan in 1998 is probably "Nongfu Spring is a little sweet". This year, Nongfu Spring became the brand of Nongfu Spring with a successful TV advertisement and an intriguing advertisement. By the end of 1998, Nongfu Spring ranked among the top three in the pure water industry in China. In the past four years, we can feel the market performance created by the excellent marketing of Nongfu Spring in the peak season of beverage sales every year. As a product with little scientific and technological content, Nongfu Spring can continuously maintain a high degree of market attention. I think this is mainly the result of profound marketing ideas and careful planning. I will try to analyze and discuss the marketing idea and behavior of Nongfu Spring in the past four years.

From 1998 to 1999, differentiated marketing has laid a tripartite confrontation.

Wahaha and Robust Pure Water have experienced the advertising wars of 1996 and 1997, and their products have established a relatively stable position in the minds of consumers, with high brand awareness and mature sales channels. The breadth and depth of the network is not comparable to that of the general regional brands. /kloc-in 0/99, Wahaha Pure Water launched the advertisement of "I only have you in my heart" sung by singers Mao Ning and Chen Ming, still taking the star and music route; Robust pure water continues to strengthen the unique sales proposition of passing rate of 27 floors, and its market share is further consolidated. At this time, the competition in the drinking water market is extremely fierce.

In April this year, CCTV broadcast an advertisement for pure water, 1998, which aroused widespread concern of consumers. This is Nongfu Spring. In this advertisement showing the unique bottle-shaped structure and drinking style of Nongfu Spring, Nongfu Spring put forward the unique appeal of "Nongfu Spring is a little sweet". In the form of creative expression, the unique drinking way of Nongfu Spring is vividly displayed by using suspense story plot, and the unique sales proposition of "Nongfu Spring is a little sweet" is also put forward. Before the product went on the market, the advertisement made the name of Nongfu Spring spread all over the country, and the slogan "Nongfu Spring is a little sweet" also became a topic of discussion for consumers. It should be said that this version of Nongfu Spring's advertisement, as the flagship of Nongfu Spring's series of TV advertisements, has raised the brand awareness of Nongfu Spring from zero to almost a child's age in a short time. Analyzing the reasons for its success in detail, the most fundamental thing is that it embodies the characteristics of differentiation everywhere. From the personalized name of Nongfu Spring, to the way of pulling the bottle cap to drink water, and then to the flank appeal of "a little sweet", Nongfu Spring has achieved a unique image different from other drinking water; In addition, the media placement of Nongfu Spring is also a big investment, and advertisements are intensively placed in national media and local media, which strengthens and establishes the unique sales proposition and image of Nongfu Spring in a short time.

Nongfu Spring's unique sales proposition has established its high-priced price strategy, and the retail price of each bottle is always above 1.8 yuan, maintaining the image of a high-priced brand. 1998 With the fierce competition in the bottled water market, it is not easy for Nongfu Spring to open the market with a creative advertisement. Its success is worth recalling.

Nongfu Spring has avoided the star effect and the demand for water quality, but unexpectedly put forward a unique sales proposition of "a little sweet" combining sensibility and rationality. This was indeed a very novel strategy at that time, which made consumers feel refreshed and guided their attention from the texture of water to the taste of water. At the same time, this advertising communication language also laid a good foundation for the subsequent communication, and the connotation of "a little sweet" deepened with the evolution of communication content.

From 65438 to 0999, Nongfu Spring continued the differentiated marketing communication strategy, but the communication theme gradually changed from "Nongfu Spring is a little sweet" to "Good water makes you healthy", which highlighted the water quality and proved the essential reason for Nongfu Spring's sweetness. From the appeal point of view, the advertisement of 1999 shows that Nongfu Spring began to weaken the concept of "a little sweet" at the initial stage of listing, but paid more attention to the appeal of the living water of Qiandao Lake, the source of water. Through various creative expressions, consumers realize that Nongfu Spring uses the underground running water of Qiandao Lake, which is a real "healthy water". In addition, from the feature film of Nongfu Spring, we also saw the modern production line and reliable quality of Nongfu Spring. As a backward brand, Nongfu Spring won the third place in the national bottled water market by virtue of its strong financial strength and flexible advertising form.

In 2000, the concept debate stood at the forefront of public opinion.

In 2000, Nongfu Spring boarded the Olympic train, sponsored the China Olympic delegation and became the designated drinking water for the China Olympic delegation. At the same time, the packaging was changed, and the new Olympic packaging was fully listed. Nongfu Spring attaches great importance to strategy in communication and has a good grasp of the market. Nongfu Spring knows that bottled water is only a product with low attention. Therefore, only by constantly creating concepts, topics and selling points in communication can we continuously attract consumers' attention and make our own brand a brand with high attention rate. Therefore, in the past three years, Nongfu Spring has continuously introduced new product concepts and theme advertisements, and advertisements of different versions and themes have been bombarded in turn. At the same time, it sponsored various sports events, from the World Cup football match and the World Table Tennis Championship to the domestic table tennis match and the 2000 Olympic Games, leaving the footprint of Nongfu Spring.

In March 2000, Danone Group, a famous French food manufacturer, and Robust established Robust Food and Beverage Co., Ltd., which attracted the attention of the industry. The cooperation projects are yogurt and purified water. The cooperation between Robust and Danone should be the result of strong cooperation: Robust hopes that the joint venture with Danone can obtain the funds and advanced management experience needed for enterprise development, while Danone will use Robust's accumulated brand assets to complete its rapid expansion in China market. Prior to this, Danone had established a joint venture with Wahaha, the largest beverage company in China.

The market changes in 2000 brought great pressure to Nongfu Spring, because with the joint venture between Wahaha and Robust and Danone of France, their strength in capital and management will be further enhanced. In this case, Nongfu Spring adopted an extreme marketing strategy, and once the advertisement was launched, it caused great waves in the market.

In the latest advertisement of Nongfu Spring, the nutrient richness of natural water is demonstrated by the comparative experiment of plant growth. Finally, Nongfu Spring announced that it would stop producing pure water. As soon as this advertisement was broadcast in the media, it caused a strong shock. Not only other pure water producers are greatly dissatisfied, but the media is also full of reports and tracking, which has become a hot topic for a time. In fact, Nongfu Spring has just announced that it will stop producing pure water, but the subtext is to ask other manufacturers to stop producing pure water, or even the whole industry to stop production. The practice of Nongfu Spring is either hype or challenge. In a word, the sensational effect of publicity has been achieved, and Nongfu Spring has become the most noticeable focus in the bottled water market in 2000. For a long time, Nongfu Spring emphasized the product concept of natural water to distinguish it from pure water. The feature film of 1999 emphasized that no matter how purified, the polluted water could not be restored to the purest level, just as white clothes could not be restored to the original white level after being soiled. In addition, Nongfu Spring often publishes soft science education articles in national newspapers and media to introduce the advantages of natural water and secretly resist pure water; Nongfu Spring believes that pure water contains almost no substance, which is harmful to human health, while natural water containing minerals and trace elements can obviously promote life growth.

In 2000, Nongfu Spring officially announced that it would stop producing pure water, which caused an uproar in the industry again. At the same time, the Chunan production base of Nongfu Spring, the largest water plant in Asia with an investment of 300 million yuan, is about to be completed and put into operation. Introduce the production equipment of world-class professional companies and adopt the internationally popular one-stop production process of bottle blowing and filling. All production lines will be automatically monitored by computers, and the production process will reach the international level. In order to further distinguish the concepts of natural water and pure water in Nongfu Spring, Nongfu Spring has carried out an experiment of cultivating daffodils with pure water and natural water in primary and secondary schools all over the country, and made a large-scale hype through the media, and soon announced the experimental results, which once again caused great controversy among the public. Although the practice of Nongfu Spring has been questioned by the media and protested by competitors, Nongfu Spring will undoubtedly become bottled water this year.

In 200 1 year, the Olympic brand has established a long-term strategy.

Nongfu Spring has always had a deep relationship with sports. In addition to the conventional marketing theme communication, sponsoring sports events is also one of the important marketing measures of Nongfu Spring. 1998 sponsored the French World Cup, 1999 sponsored the 45th World Table Tennis Championships, and the China sports delegation participated in the Sydney Olympic Games in 2000. These charitable sponsorship activities have also played a significant role in the brand promotion of Nongfu Spring. However, what really forms the overall strategy is to sponsor the 2008 China Olympic bid delegation and become the "honorary sponsor" designated by the Chinese Olympic Committee.

Sponsoring China's bid for the 2008 Olympic Games is of strategic significance, and the successful bid for the Olympic Games is of great significance to the sponsors and has far-reaching strategic significance. Even if the Olympic bid fails, it has won enough attention and a lot of recognition in the process of bidding for the Olympic Games. The negative impact of the failure to bid for the Olympic Games will naturally not be passed on to the sponsors. Therefore, sponsorship is almost risk-free.

Sponsoring the Olympic bid is only the beginning of the overall strategy. The key is how to make good use of the important event of sponsoring the 2008 Olympic Games and dig out a distinct theme. In this regard, Nongfu Spring is undoubtedly a marketing expert. Nongfu Spring was named after 200 1, and the National Olympic Committee notified the world champion Kong He as the ambassador of Nongfu Spring's Olympic bid by administrative order. This move is enough to illustrate Nongfu Spring's unique thinking and unusual relationship with the government. 200 1 1 Nongfu Spring launched a TV advertisement, announcing that from 200 1 1 to July 3 1, Nongfu Spring will donate 1 cent from every bottle of natural water sold to the Chinese Olympic Committee to support China. With the frequent appearance of Confucius and friendly smiling faces on TV media, Nongfu Spring's proposition and unique way of supporting the Olympic bid are gradually deeply rooted in people's hearts. With the approaching of the Olympic bid date, the bidding atmosphere is heating up day by day, and Nongfu Spring has unconsciously become a hot spot in the bottled water market.

It should be said that the "penny" activity of Nongfu Spring is very clever. Enterprises do not support Beijing's bid for the Olympic Games in the name of individuals, but support Beijing's bid for the Olympic Games on behalf of consumers' interests and opinions. This is a brand-new idea. It is not easy to see the commercial significance behind the enterprise's support for Beijing's bid for the Olympic Games. It can also win the recognition and response of consumers by supporting Beijing's great influence, thus promoting the sales of Nongfu Spring. In order to cooperate with the overall marketing, the packaging of Nongfu Spring was changed to the packaging with the theme of bidding for the Olympic Games, and the price was reduced to 1 yuan per bottle, which effectively cooperated with the "one penny, one share" activity and directly launched a price war with pure water.

In 200 1 year, Nongfu Spring's "Donate a penny" activity with the theme of Beijing's Olympic bid can be described as killing three birds with one stone. First of all, the Olympic theme is a good marketing theme. In the peak season of bottled water sales, direct support for the Olympic bid can win the most attention and public favor, and it is natural and logical to fight the price war by bidding for the Olympic Games. Activities with the theme of Olympic bid can promote social behavior with enterprise behavior, pull the whole strength with individual strength, and promote public welfare with commercialization, which is the best combination of economic and social benefits; With the success of Beijing's Olympic bid, Nongfu Spring's sports strategy is sustainable and extensible. During the seven years from 200 1 to 2008, Nongfu Spring has undoubtedly become the biggest beneficiary of Beijing's hosting of the Olympic Games. Nongfu Spring can keep the closest contact with every movement of Beijing hosting the Olympic Games, thus generating the greatest attention.

It is said that the huge advertising and careful planning of Nongfu Spring have achieved the expected results, and 400 million bottles have been sold from March to July. With the success of the Olympic bid, this number will continue to rise rapidly and promote the sales of Nongfu Spring.

As a commercial activity, the industry has to admire Nongfu Spring's strategic arrangement and gambling courage with the Olympic bid as props. In this sense, opportunities and luck always favor prepared minds and strategic thinking.

Bottled drinking water, as a product with low attention and high degree of random purchase in daily life, can make such great changes in the whole industry in just four or five years. In addition to the influence of market demand changes, strategic marketing power has driven market demand to a certain extent and promoted the development of the industry.

The success of Nongfu Spring lies in its profound understanding of the rules of bottled water market. As a latecomer to the market, Nongfu Spring cut into the market with differentiated marketing, and quickly established its brand awareness in a short time with a large amount of advertising investment, thus establishing its market position. In the process of growing up, Nongfu Spring constantly creates topics and marketing themes, turning a product with low attention into a brand with high attention, which is the result of careful planning and the embodiment of the profound marketing concept behind the planning.

How to successfully promote Nongfu Spring brand?

In the fierce market competition, every enterprise tries to make its products and the overall image of the enterprise widely known and deeply rooted in the hearts of the people, so it tries its best to use all means. But for consumers, facing so many enterprises and products, it is not easy for them to remember one of them, let alone leave a deep impression.

1999, the advertisements of Nongfu Spring began to appear in various TV stations, with a surging momentum, which was followed by more and more enthusiastic response in the market. Through a series of follow-up marketing efforts, Nongfu Spring became a rising star in China's drinking water industry, and naturally entered the top three in 2000, achieving a strong rise. China's drinking water market has been fiercely competitive and strong, and Nongfu Spring can perform so well, which is a classic in the commercial history of China. This classic achievement first began with the classic "Nongfu Spring is a little sweet". This slogan with profound meaning and beautiful charm touched every media audience as soon as it appeared, and made people firmly remember Nongfu Spring. Why is there such an extraordinary effect? The reason is that it created a memory point and conquered a large number of media audiences, making them potential consumers of Nongfu Spring.

From this case, the author summarizes and popularizes a good method that can make consumers remember the demands of enterprises for products quickly and deeply: the method of creating memory points. Its core content is to create a point that consumers can deeply remember. Only with this point can your product occupy a place in the hearts of consumers.

The product promotion of enterprises and the memory of consumers are like an ideological struggle. The former tries to build an information stronghold in the latter's brain, while the latter persistently refuses useless information. How can the former be defeated? Mao Zedong's strategic thought is: concentrate superior forces and split in two. Strategically, we should be able to treat one as ten, tactically, we should treat ten as one and hundred as one, so that we can be sure of winning. As the saying goes, although the nail is small, it can go through the wall. Memory point creation method is to extract the most differentiated and memorable brand core appeal of enterprise products, and concentrate all the propaganda and communication forces of enterprises on this point, and strive to make this point deeply in the memory of consumers, thus establishing an information stronghold that is difficult to eliminate. This stronghold is the position of enterprise products in the hearts of consumers, and it also determines the brand position of products in the market.

How to successfully establish a memory point? The specific operating principles are as follows:

Principle 1: Create significant differences and establish your own personality.

Similar and similar things are hard to remember, and only significant differences are hard to forget. In the Romance of the Three Kingdoms, Guan Gong and Kong Ming are different in appearance and typical events. Guan Yunchang's appearance features are: a beautiful red face; The characteristics of Zhu Gekongming are: hand-cranked feather fan; The memory points of Guan Yunchang's character are: going through five passes and beheading six generals, playing chess and scraping arrow poison; However, the memory of the character Zhu Gekongming is that the grass boat borrowed an arrow and went out of Qishan seven times. Because each role is obviously different, it can make readers have a deep memory. Creating differences is the primary factor to highlight the existence of your own products. If there is no difference, there will be no memory points. "Nongfu Spring is a little sweet" made a wonderful response to this. When other similar products are showing their hygiene, high technology and fashion, Nongfu Spring is unique and unique, focusing only on the mild taste of the product, which is just "a little sweet", which is extraordinary and unique. In this way, a very obvious difference is formed, which makes our products have distinct personality. It is important to make consumers in front of the TV feel refreshed. It is difficult for consumers to forget such products. An advertisement can achieve this effect, and the product is half successful. Robust pure water is also very successful, which highlights the "twenty-seven-layer" purification process and expresses the excellent quality of pure water with very simple figures, which makes people gasp in admiration and can not help but pay tribute to the spirit of enterprise Excellence. This expression is unique, of course, the effect is extremely huge, and the sharp differences stand out immediately, and picky consumers will not miss it easily.

Principle two, try to be simple, as long as a little, easy to remember.

The memory ability of consumers is limited, while the information of various products on the market is relatively infinite. It is not easy for consumers to remember your products. It is impossible without wisdom, skill and innovation. At least, we should avoid letting them remember too much product information at once, because consumers lack the will and ability, so more information means nothing. Faced with overwhelming product information, consumers are only willing and able to remember simple information. The simpler the better, the simpler it is, and the easiest to remember. Nongfu Spring can't hide its extraordinary wisdom at this point, just using "a little sweet", three words, three ordinary and simple words, while the real point is just a "sweet" word, full of sensibility and describing a sense of taste. Everyone will have a direct feeling when touching this word, which undoubtedly has a great memory enhancement effect. It is very important to remember that "a little sweetness". Nongfu Spring wins by simplicity, allowing you to express yourself easily. Simple and easy for consumers to remember.

For another example, Nongfu Spring recently launched a series of fruit juice drinks in "Nongfu Orchard" and began to enter the fruit juice beverage market. It stands to reason that the fruit juice market has just emerged in recent years, and the market space should be very large. However, it was first unified, followed by Wahaha, Coca Cola, Master Kong and other famous beverage companies at home and abroad. The market is subdivided and subdivided, and product innovation is better from generation to generation. The market competition is very fierce. It is too late for Nongfu Spring to launch "Nongfu Orchard" at this time, and it should be a second-rate product in fruit juice. However, Nongfu Spring is ingenious and uses a little memory. When other manufacturers' juice drinks are trying their best to avoid the sediment problem in juice drinks, Nongfu Spring is going to play the slogan "Nongfu Orchard, shake it before drinking" and turn it into a selling point of product sales. This "shaking" turns dross into jade; This milkshake makes the product deeply rooted in people's hearts and advocates a new way of drinking; This shock also made the series products of "Farmer Orchard" soar, and the fruit juice market, which has been waiting for controversy, was also "shaken" and rearranged. Nongfu Spring's juice drinks also quickly squeezed into first-class products from second-class products.

This is a simple and unique efficiency. China people have a deep memory of Guan Yu's image, and one of the important memory points is "scraping bones to heal wounds". This matter is extremely simple, but it is by no means simple. Few people are so fearless of pain as Guan Yu. The core point of this matter is a "pain point". Guan Yu is "not afraid of pain" and can endure "pain" that ordinary people can't stand. "Pain" is also emotional, everyone has experienced it and has a deep memory. Imagine what kind of "pain" this is, and Guan Yu didn't even frown when he suffered this kind of pain, which made people gasp in admiration and be impressed by his heroism. This can play a simple and profound memory.

Principle 3: conform to the characteristics of products and highlight the excellent quality of products.

Only by being worthy of the name can you be famous. The more real you are, the more powerful you are. Enterprises should always know that they are advertising for their products, and advertising for their products is advertising for the characteristics of their products. Advertising should conform to the characteristics of its own products, otherwise it is not advertising its own products. The core memory point in advertising should be more accurate to the product features, otherwise it is a memory point of failure, and its failure is to give up the support of the most vivid and powerful product features. The memory of failure can not stand the test of the market, can not win the favor of consumers, and will inevitably lead to the failure of the brand. For example, Shufujia "effectively sterilizes bacteria and keeps family health"; Pan Ting "contains provitamin B5, which is healthy and naturally bright"; Yili is "good milk from the prairie". Conforming to product characteristics is the first step. In order to advertise the product and create a memory point, we must try our best to publicize and render the excellent quality of the product. In other words, we should advertise the advantages of products and create memory points around the advantages of products. Memory point is the core point of advertising, and it is also the condensation and sublimation of excellent quality of products. Through memory points, consumers can know and remember the advantages of products, which is the basis of product success.

"Nongfu Spring is a little sweet" is impeccable at this point. Nongfu Spring is taken from the deep water area 70 meters below Qiandao Lake and belongs to the national first-class water source protection area. The water is pure, and it will be sweet to drink. Just like this, it is very appropriate to describe it as "a little sweet" because it conforms to the characteristics of the product; It is more exquisite because it highlights the excellent quality of the products.

Principle four, establish the depth of the surface, and match and contrast this.

This memory point is by no means isolated and thin, and can't stand the screening of memory. On the contrary, there must be a wide range of information depth behind it, with the focus on surface condensation. Although it is only a point, it carries a lot of information. Once the memory triggers this point, it will definitely drive a lot of information behind it. As the saying goes, "one hair affects the whole body", so as long as you remember and stimulate this point, you will naturally remember the broad and profound information behind it, which is exactly what enterprises are racking their brains to tell consumers. The advertising planner of Nongfu Spring obviously knows this. The famous advertisement is by no means a simple and beautiful picture of Qiandao Lake, with green mountains and green waters and pure lake water highlighted. Then it is described by several very humanized characters, and then a very sweet and naive smile of a farmer's child after drinking the lake is described in detail with a lot of "strokes". Finally, there is a sentence. The language of this last sentence is an important point. The previous descriptions are very profound. Without positive depth, this will never be profound. Without the back point, this face will never be unforgettable. When the wonderful artistic conception created by the whole depth surface reached its climax, this point naturally arrived as scheduled and suddenly fell into the ocean of the viewer's memory. The viewer irreversibly remembers this moment, this point, and the vast information of the depth behind this point.

Principle 5: Make consumers feel good.

There is no doubt that "a little sweet" makes people feel beautiful. "Sweetness" means sweetness, happiness and happiness, which is the lifelong pursuit of China people. Such China people will definitely pursue products that feel sweet. Nongfu Spring firmly grasped this point and said to China people, I am a little sweet. This is equivalent to saying: I am your pursuit. As a slogan, this is more equivalent to saying: please pursue me. This is a temptation that is hard to resist, and Nongfu Spring uses temptation to win the purchasing power of consumers. At that time, there was a very successful advertisement for Confucian family wine. The slogan at that time was "Confucianism makes people homesick". "Home" is very beautiful in the hearts of China people, and it is also easy to move China people. A wine that can make people homesick will definitely give China people a special feeling. With this feeling, the success of the product is guaranteed. Therefore, we must create beautiful memories and win the favor of consumers, so that we can have good products. This is the slogan of Hao Di: Hao Di is so good, everyone is so good!