Analysis on Excellent Cases of Advertising Media Marketing

Case analysis is a scientific method to collect, sort out and analyze market information in an organized and planned way according to certain theoretical principles and scientific methods, and put forward suggestions to solve problems. Then the following is the relevant content of the case analysis of advertising media marketing that I have compiled, hoping to help you.

A Case Study of Advertising Media Marketing —— Mercedes-Benz GLK: Imperative

Announcer: Mercedes-Benz (China) Automobile Sales Co., Ltd.

Advertising Agency: Interactive Holding Group

10 a new generation of Mercedes-benz GLK luxury medium-sized SUV is listed in Beijing. In order to promote the listing of this new car, the challenge of rich media advertising promotion is: how to jump out of the current situation of video websites simply playing stories and create a sense of control that allows consumers to be immersive? According to the characteristics of the audience and the promotion purpose of customers, in the delivery strategy, we should match the cookie group with the characteristics of the target audience, screen the cookies collected in the past, match the target group of GLK, and establish a cookie library as the main basis for delivery; Media groups that match the browsing habits of the target population, and select high-quality media to cover the target population through the online browsing habits of the target population; Only when cookies are started to browse the selected media group can advertisements be displayed. At the same time, it conveys a high-end, atmospheric and high-end brand image.

Communication challenge

10 a new generation of Mercedes-benz GLK luxury medium-sized SUV is listed in Beijing. In the promotion of rich media advertising, the creative challenge lies in: how to jump out of the current situation of video websites simply playing stories and create a sense of control that allows consumers to be immersive? Video is becoming more and more important to consumers. How can we make good use of its form and really expand its spread? Specific to the creative elements, what elements can be used to match the interpretation of the picture, which is really shocking?

Communication goal

Attract and promote the target audience to buy products and increase the sales of Mercedes-Benz GLK; Expose a large number of products to the target audience of Mercedes-Benz GLK through directional technology, and at the same time create momentum for the listing of new Mercedes-Benz GLK cars; Improve the target audience's awareness of Mercedes-Benz GLK, convey the multi-brand connotation of Mercedes-Benz's dignity, elegance, youth and passion, and strengthen emotional communication with consumers; Through this situation, an effective supplement to the traditional delivery is realized.

Creative Expo

On the basis of the brand of Mercedes-Benz GLK TVC, the characteristics of Mercedes-Benz GLK (shocking design, vigorous power, flexible and free control, countless new configurations) are displayed dynamically and realistically by using professional and gorgeous streaming media technology, so that consumers can experience the fun of real driving. Select yellow sand and water drop elements, and cooperate with the soil slope and puddle scene of traditional TVC to realize the realistic crossing between yellow sand and water, convey the noble, elegant, young, dynamic and passionate multi-brand connotation of Mercedes-Benz, and strengthen emotional communication with consumers.

Communication strategy

The target group of Mercedes-Benz GLK is mainly men aged 25 to 40. They have high incomes and are mostly engaged in finance, real estate, IT and other industries. Most of them are young and promising entrepreneurs, business executives and opinion leaders with high social status and high quality of life. They think that the brand is a symbol of identity, and they are energetic and open-minded. According to the analysis of the target audience, the characteristics of cookie group and target audience are matched by similarity technology, and the browsing habits of media group and target audience are matched. Advertisements can only be displayed when the published cookies browse the selected media group.

Execution process

According to the characteristics of the audience and the promotion purpose of customers, in the delivery strategy, we should match the cookie group with the characteristics of the target audience, screen the cookies collected in the past, match the target group of GLK, and establish a cookie database as the main basis for delivery; Media groups that match the browsing habits of the target population, and select high-quality media to cover the target population through the online browsing habits of the target population; Only when cookies are started to browse the selected media group can advertisements be displayed. Specific to the GLK release project, * * * has 654.38+0.38 million cookies, which mainly come from two parts:

Part 1: The number of cookies viewed in the advertisements of automobile, finance and high-end life customers in one interactive communication is 600,000, and the main sources are:

Part2: The number of cookies in the interactive database that meet the characteristics of GLK target audience is about 780,000: mainly male users aged 25-40, who often visit financial, automobile, real estate, travel media or automobile evaluation and shopping guide networks.

Look-like technology, that is, cookie approximate matching technology, is used to match cookies in the database with cookies in the automobile sample database, which can approximately match and display Mercedes-Benz GLK advertisements.

Advertising display:

Take different advertising forms according to different media. Display advertisements with windows and banners on news portals and vertical media; Use iStreaming video patch to display advertisements in video media.

Release effect

Eight websites *** 17, including comprehensive portal, news portal, video media, finance, sports, automobile, fashion and tourism, were selected for this launch. This time, there were 23 days of advertisements, 16 18065438, with 407 hits. The number of exposures and clicks are11.03% and 190.49% of the estimated value, respectively. This advertisement has achieved good exposure and interactive effect.

Comments:

The biggest highlight of this video advertisement of Mercedes-Benz GLK is that it breaks through the inherent form of expression, takes the surrounding pages as an extension of the picture, shows the dignity and elegance of luxury cars to the maximum extent, and splashes yellow sand and water droplets out of the picture with a dynamic picture full of tension, resulting in a strong visual effect and feeling similar to sand washing and surfing, which is self-evident. This technique has been used in book binding and outdoor advertising before, which has a sense of speed and breakthrough. In the specific implementation, we should take a good measure to avoid the effect of "beggar-thy-neighbor". With the improvement of streaming media performance technology and technology, I hope it can appear in more diverse forms on more diverse media.

-Han Zhixiang

Case analysis of advertising media marketing: the whole case of Mel Leheng promotion

Tell god:

Midea microwave electrics manufacturing co., ltd

Advertising company:

Guangdong mai zhi chuan yang ad communication co., ltd

Grasping the opportunity of "health", Mai Zhi spreads beauty and brings health, happiness and warmth to many families in China. Since then, Midea Lexiang Electric has entered every family that pursues a better life, and set off a healthy storm of enjoying a better family in China. Its promotion strategies are "breaking through from zero, opening up new brand categories", "stimulating demand, building a healthy marketing foundation", "moving with emotion, creating good results with warmth visualization" and "joining forces with powerful forces to experience new brand values".

Creativity gains consumers' visual memory. We use the shape symbol of a small house as the visual symbol of a beautiful family. Through the warm and personalized logo design, consumers will be deeply attracted by our symbols when they enter the store, and deeply remember them to form their own brand personality.

To this end, we have developed a complete visual communication system for the enjoyment of beauty, and built a unique visual communication system for the brand-new category of home appliances for the enjoyment of beauty. From the arrangement of terminal materials to the work clothes of shopping guides, from the stacking of products to the information dissemination of leaflets, all of them are transmitted around the concept of "home", so that consumers always form the memory impression that "beauty enjoys excellent home = home", so that consumers can experience the warm feeling of home as soon as they step into the terminal of beauty enjoyment, and capture the warm moment of home through interaction with products, resulting in empathetic purchase desire.

Health, an ordinary but timeless topic, has become the most lively and focused topic in China from the very beginning. Grasping the opportunity of "health", Maizhi Communication and the United States have joined forces to bring health, happiness and warmth to many families in China. Since then, Midea Lexiang Electrical Appliances has entered every family that pursues a better life, and set off a health storm in China.

With the gradual saturation of home appliance market, the competition in home appliance industry has changed from stalemate stage to mutual consumption storm stage. Promotion wars and price wars have come one after another, and the home appliance market has burst into a red sea, which has also locked the major home appliance brands in depth, making it difficult to make a greater breakthrough. Although China's home appliance market got rid of the downturn caused by the economic crisis in the second half of the year and officially entered the recovery channel, it still continued the good momentum in the first half of the year. However, fierce market competition has further eroded the survival and development space of major household appliances brands, and the further coverage of the Red Sea has given birth to the survival and transformation of major brands. As a result, Midea Group, a domestic appliance giant, took the lead in exploring the blue ocean and seeking diversification.

Under this strategic background, Midea Group seized the market opportunity, decisively launched a brand-new category of household appliances-Lexiang Household Appliances, and found a most suitable chief strategist-Mai Zhi Chuan Yang Communication Agency for this life-and-death strategy of the enterprise. Opening up the new blue ocean of home appliance market, creating new opportunities in the industry, and meeting and knowing each other between the United States and wisdom all seem to indicate that China, a vast home appliance market, is about to open a new chapter in the history of home appliances in China!

First, break through from zero and open up new brand categories.

As the saying goes, everything is difficult at the beginning, so is product promotion, especially new product promotion. As an important step in Midea's comprehensive strategy of expanding new markets, how to build an unprecedented new market from scratch? Let's find out!

Overlooking the zero-market state, comprehensively planning market breakthroughs

In order to adapt to the diversified development strategy, Midea has comprehensively introduced Lexiang electrical appliances to the market, including small household appliances from the West, such as toasters, ovens, fruit and vegetable purifiers, and pure steamers. Midea will devote itself to bringing western catering and cooking culture to China. As a new product, how to open up new fields of home appliance industry and how to achieve a breakthrough from zero in the market has become the biggest obstacle to the development of beauty. The industry market lacks reference, the buyer's market is in a zero state, and the market popularity and recognition are almost zero. All the unfavorable factors add up, which further blows the confidence of the promoters. This is a game and a struggle to test the wisdom and courage of advertising agents and brand managers.

In the face of crisis, it is often accompanied by the derivative of opportunities. Zero market is unfavorable, but we find more positive factors from a pile of unfavorable factors. Looking at the top ten of the top 100 enterprises in the world, 80% are new industries differentiated from the original categories. The market is zero-sum blank for them, but they have achieved unprecedented success! Coca-Cola has sold well all over the world from scratch, McDonald's Brothers Fast Food Restaurant has spread all over the world from scratch, and Disney Mickey Mouse animation has spread all over the world from scratch. Zero market is both blank and endless opportunities. The reason for their success is that they have won the courage and ambition to challenge new markets!

From market zero, to new market, and then to complete monopoly, this is the successful model of all brand leaders. Mai Zhichuan Yang also firmly believes that Midea Lexiang Electric Appliances can also follow this successful future track. Mastering the zero point of the market means controlling a brand-new market; Controlling a brand-new market means controlling the development and space of a market; You don't need to be busy dealing with competitors' dumping strategies, you just need to easily set industry standards; You don't need to chase the existing market share, you just need to create a top-down industry leadership position. From zero to one, Maizhi has paved a brand-new zero-market breakthrough mode for Midea, which has found the greatest confidence support for Midea's Lexiang household appliances and the best market entry point for Midea's Lexiang household appliances.

Change from brand to category

American scholar al ries once said: The best way to build a brand is not to chase the existing category, but to create the first new category.

How to find a product breakthrough in the zero market and find a new category marketing method, and the transformation from brand to new category, countless cases in the market have given us more positive reference. P&G saw the broad prospect of the shower gel market, so it launched a refreshing shower gel in one fell swoop. As a result, the homogenization of products in the market is too serious, and after a period of time, it will die down, or even stop production and withdraw from the market. Aoqili's attempt to expand into the washing powder market and launch Tianqi washing powder must have been hyped by public opinion. However, after the hype, consumers' demand for products declined instead of increasing, which dragged down the sales growth of the original main detergent.

There are always various reasons for the failure of these famous brands. However, Mai Zhichuan Yang believes that the key point is not that they lack market foresight, but that they lack sufficient market scarcity. If a new product is put on the market, if it can't cut its own uniqueness, it will naturally be assimilated, and it will further compress its own space and become its biggest competitor, forming a vicious circle.

Here, we are thinking about a problem. If P&G double-base shower gel was originally made of sports shower gel, and if Aoqili Tianqi washing powder was made of health-care washing powder, could it achieve completely different effects? Of course, we can't verify the latter words, but the failed case experience tells us that squeezing a market blindly is likely to be counterproductive and opening up new markets is not necessarily dangerous. As a new product, if Midea enjoys household appliances and squeezes into the small household appliances market, it is likely to repeat the same mistakes. Therefore, we propose that Midea needs to open up new markets and create new categories, so as to break away from the Red Sea competition in the small household appliances market and create a brand-new blue ocean market for Lexiang household appliances.

The successful models of many famous categories in the world have proved the superiority and special effect of category marketing. With this good strategy, Maizhi Chuanyang and Midea Group started the gorgeous transformation of Midea Lexiang Electric Appliances from brand-new products to new categories, opened up the home appliance market with new categories, avoided unnecessary competition in the Red Sea, and completely walked out of the blue ocean road. Therefore, how to continue this new category road is really worth looking forward to by colleagues in the industry!

Second, stimulate demand and establish the foundation of healthy marketing.

How to deduce health and how to turn health into economic benefits? With the best "cross-border" concept, Mai Zhi made a thorough innovation for the promotion of household appliances in the United States, and created a new miracle in the industry with public opinion!

Sell "health" instead of "function"

The birth of a new category often needs core values to support the promotion of beautiful home appliances. While planning the promotion strategy of beauty enjoyment, we are also aware of a relatively complicated problem. Midea's Lexiang household appliances are positioned as brand-new household appliances that integrate western food concepts and improve China consumers' eating habits, covering fruit and vegetable purifiers, ovens, toasters and pure steamers, but they are absolutely non-essential in the market. The so-called non-necessities lack the inevitable reason for consumers to buy, and the product positioning is dispensable, which makes Midea's household appliances slightly embarrassed in the market. Although beauty cosmetics occupy a dominant position in the new category, the situation that no one cares about it will inevitably lead to the newly opened new market and eventually lead to the self-destruction of the new category. Mai Zhichuan believes that as a new category of non-necessities, we must find the sustainability of the products. What is the sustainable selling point of Midea's Lexiang household appliances? We must find it out, turn it from a non-necessity into a necessity with the help of its continuity, so as to gain market recognition, and then we can talk about the follow-up promotion.

Mai Zhi Chuanyang believes that a sustainable brand needs to be endowed with vitality. Health is the core vitality of Midea's household appliances and the most sustainable core selling point.

Why is health the core vitality? In the process of thinking, we have a reverse thinking: what kind of products do our consumers need? Our research team conducted a comprehensive and large-scale research on major first-and second-tier cities in China. The survey results show that food safety is the focus that consumers are most concerned about: the news of Hainan poisonous cowpea incident broke out during the Spring Festival, and food safety issues once again hit consumers' fragile hearts; Every incident, from the reappearance of melamine in poisoned milk powder to the moldy incident of poisoned rice in Guangxi and the potassium bromate incident of poisoned bread, has aroused consumers' concerns about food safety. The introduction of health care products has become a lifeline to save consumers' reputation in times of crisis!

From the standpoint of caring for every quality family in China, we repackaged Midea's Lexiang household appliances and planned a new category with "health" as the core, taking the people aged 25-45 who are pursuing health, wisdom, pleasure, foresight and a better life as our core consumer audience. The products of Lexiang household appliances mainly promote brand-new healthy eating habits and cooking methods, and young consumers, especially fashionable white-collar workers, are the most consistent consumers of our beautiful Lexiang household appliances.

The introduction of Lexiang Electric Appliance is not to obtain rich economic benefits, but to provide a new category creator for China people's nutritious diet structure. Taking "health" as the marketing direction not only meets the urgent need of the current society to pay attention to food safety, but also provides a broad development space for the promotion of products, creates a positive brand image for new categories, makes products closer to consumers when promoting, and is conducive to forging higher spiritual added value besides the functional value of products in the future promotion.

More importantly, "selling health" has replaced the traditional "selling function". Health is priceless to consumers, and the added value of health can make products become "necessities" from "non-necessities". Midea Lexiang household appliances are no longer dispensable and playful small household appliances, but irreplaceable healthy household appliances that can really bring better life changes to consumers!

Cross-border health care products marketing, public opinion intimidation stimulates demand

"Health" is a blank concept for small household appliances industry. How to deduce health and how to transform the simple concept of health into substantial economic benefits has become an important issue for brand planners to think about in the next step.

Experience tells us that when the industry can't form enough reference, we need to cross the border and use the classic cases of other industries to help us better understand the current decision. Therefore, Mai Zhi, who has served major pharmaceutical brands such as Baiyi Pharmaceutical, Luomei Pharmaceutical and Hengli Pharmaceutical, put forward the most critical reference standard of this project-health care product marketing.

Health products often use intimidation to talk about "health". They will form a panic-oriented public opinion through information intimidation, making products a lifeline for consumers, thus promoting purchases. Referring to the marketing experience of health care products, the promotion idea of "home appliance marketing+health care products marketing" was specially formulated for Midea. Online promotion, mainly expressed in the image of warmth and health, focuses on showing the beautiful lifestyle of enjoying home appliances and pleasing the emotional identity of consumers' "right brain". Offline promotion permeates public opinion by means of "terrorist consequences+product promotion", and obtains the information coverage of public opinion by means of terminal shopping guide explanation and soft text hype, so as to gain the rational recognition of consumers' "left brain" and stimulate consumers' purchase demand. The combination of dual strategies brings us the dual recognition of consumers on the efficacy of products, and forms a sufficient public opinion base and audience base in the market.

Third, create good results with emotional people and warm images.

Emotion is one of the important factors for consumers to buy. How to impress consumers with emotions, how to build an effective communication bridge between hot emotions and cold product functions, and how to completely break the emotional barriers of consumers? Mai Zhi's propaganda has its own coup!

Arouse the emotions of consumers and inject emotional soul into products.

From "healthy marketing" to "emotional marketing" to please the right brain, we are meticulous. In fact, whether facing international competition or local competition, it is most important to ensure the uniqueness and emotionality of your own brand. Only by establishing a strong emotional alliance with consumers can we be invincible in the competition.

Health is the core of the product, and emotion is the soul of the product. Throughout the home appliance industry in China, universal marketing methods such as brand marketing, cultural marketing and relationship marketing have been widely used, while high-level marketing methods such as emotional marketing, experience marketing and network marketing are still in the primary stage. As one of the major categories of life, household appliances have entered the mature stage of the market in China, and homogenization has become very common. In this case, we have given Lexiang electrical appliances vitality and also given the product soul. Starting from consumers' feelings, this paper puts forward a brand-new theme concept of "enjoying a beautiful family", which extends the concept of family, conveys family feelings and expresses family demands.

As mentioned above, after spreading threat information through public opinion in the early stage, the next step needs to emphasize the expression of emotional demands. We have comprehensively formulated the promotion theme of Midea Lexiang Electric Appliance "Enjoying Youjia", built major terminal experience centers of Enjoying Youjia in major supermarkets across the country, and built a complete system of Enjoying Youjia. The reason for arranging such a "happy family" system is to spread more feelings of family warmth, happiness and life, so that more China families can get more healthy and happy family life through our products.

Beauty should spread to families in China. For a healthier and more correct diet and nutritious life, only health can have warmth. Starting with emotion in propaganda is to gain the empathy of consumers, and this kind of substantive emotional marketing is the most important. With sufficient public opinion guidance and effective functional support, only with emotional people can the psychological barrier of consumers be completely opened.

From visual pleasure to individual expression, shaping exclusive memory.

Open the visual color experience from emotion. Can household appliances visually enhance consumers' desire to buy like fashion? The answer is obviously yes. For this reason, we take fresh and bright colors as the main theme of design, visually stimulate consumers' desire to buy, and obtain consumers' visual memory with the help of the concept of home. We use the shape symbol of a small house as the visual symbol of a beautiful family. Through the warm and personalized logo design, consumers will be deeply attracted by our symbols when they enter the store, and deeply remember them to form their own brand personality.

To this end, we have developed a complete visual communication system for the enjoyment of beauty, and built a unique visual communication system for the brand-new category of home appliances for the enjoyment of beauty. From the arrangement of terminal materials to the work clothes of shopping guides, from the stacking of products to the information dissemination of leaflets, all of them are transmitted around the concept of "home", so that consumers always form the memory impression that "beauty enjoys excellent home = home", so that consumers can experience the warm feeling of home as soon as they step into the terminal of beauty enjoyment, and capture the warm moment of home through interaction with products, resulting in empathetic purchase desire.

Fourth, join forces to experience brand-new brand value.

Everyone says 1+ 1=2, but we say1+1> 2。 From the perfect combination of effect, materialization and strategy, Mai Zhi spread and promoted the image of beautiful household appliances, laying the foundation for future development!

Brand joint marketing, cross-border communication brand effect

Balzac once said: "One person may perish, and two people may be saved together." As a new category, it is extremely difficult to establish popularity from scratch, and it is even more difficult for new categories to gain word of mouth. At this time, it is particularly important to choose your own strategic partners. A good partner is tantamount to getting twice the result with half the effort. "Cross-border" has always been Mai Zhi's specialty, and it is 1+ 1 > that promotes "cross-border" to the strategic level. 2 a win-win opportunity.

In order to enhance the authority of healthy household appliances, we have promoted the high-density cooperation between Midea and China Center for Disease Control and Prevention. Authoritative expert appraisal and authoritative test report have won the unanimous affirmation and trust of consumers. Cooperation with CDC has created the safest and healthiest environment for families in China and kept high-quality families in China away from harmful residual pollution. Midea's Lexiang household appliances instantly established a positive public welfare image, and the sales were immediate.

In addition, in order to increase the added value of Midea in terms of warmth and fashion, we planned the marketing cooperation between Midea and VICO Kitchen, a famous fashion cooking workshop in Singapore, to forge a healthy new concept of happy cooking. By increasing the training course of fashion cooking course as the added value of the product, the product will gain more attention from young consumers, further form meaningful word-of-mouth communication among the audience, tap more potential consumers, and make the brand promotion effect leap from quantity accumulation to quality improvement.

At the same time, in order to enhance the exposure of Midea's Lexiang household appliances in hot marketing, we established the event marketing cooperation between Midea and Tsingtao Brewery during the World Cup. Through the breakthrough point that it is easy to get angry when watching football in the World Cup, the healthy collocation of fruit and vegetable purifiers, ovens and Tsingtao beer has been realized, and a healthy nutrition collocation system for the World Cup has been built, which has gained more positive category recognition in the buyer's market.

Joining hands with the right strategic partners can enhance their popularity through the communication channels of strategic partners, and can also enhance their image through the good reputation of partners. The coordination and cooperation between two brands with the same value orientation can create great harmony and improve sufficient rate of return and brand value for both parties. After brand combination, it is beneficial for the loyal customers of one brand to recognize the products and services of another brand, and it is a powerful way of communication for audience transfer.

When choosing a partner, we don't do it casually. The key is to think creatively about products and services-partners should be able to bridge the gap between their products and services to some extent and enhance the attractiveness and credibility of their brands. Disease control has improved our authority and credibility, Vico Kitchen has improved our sense of image and fashion, and Tsingtao Brewery has improved our hot attention rate. With the help of brand joint marketing, Midea Lexiang Household Appliances has been promoted to a higher platform, achieved higher sales performance at a lower cost and achieved unprecedented success.

Experience marketing, terminal health materialization

When brand joint marketing is in full swing, we also don't forget the effective response in terminal stores. To this end, we have built an effective "experiential marketing" for Midea's household appliances. The so-called "experiential marketing" is based on the brand-new characteristics of our products. As a non-necessity, as a new product that consumers urgently need to know, it is the most effective way of communication to let them experience the most direct way of appeal and speak for us with consumers' mouths. To this end, we set up an experience area at the terminal site in the United States to creatively create a vivid terminal of "experience enjoyment": based on experience, we develop new products and activities; Emphasize communication with consumers and touch their inner feelings; Create experience to attract consumers and increase the added value of products; By establishing brands, trademarks and slogans, we can shape the overall image and gain the sense of identity of consumers. Making the terminal vivid is no longer the hard promotion and sales in the past, but the face-to-face interaction with consumers. Only by letting consumers experience our products through trial, can they be convinced of the efficacy of our beautiful Lexiang electrical appliances and be interested in buying next time. Therefore, although "experiential marketing" increases the promotion cost, its follow-up value is incomparable to non-cost.

Looking for the dawn of the industry in the zero market and looking for the hope of enterprises from category marketing; Educate consumers' demands with health and urge consumers to buy with emotion; From cross-border brand joint marketing to terminal experiential service, with the advancement of each step, Midea Lexiang household appliances gradually unveiled the mystery to consumers, and finally built an information dissemination channel about effective communication between brands and consumers.

From the survival of customers to brand planning, from the packaging that meets the functional characteristics of products to the system construction of terminal stores, from the effect of media application to the opportunity for audiences to capture information, Midea Lexiang Household Appliances appropriately captured every key battle for success. With only half a year's sales time, Midea Lexiang Electric Appliances, as a brand-new category with no reference, has achieved a total business volume of over 654.38 billion, and achieved an unprecedented victory, instantly becoming one of the classic cases of industry guidance!

According to the feedback from the market, we witnessed the innovative marketing model of "healthy core, emotional guidance and joint integration", which opened a new blue ocean in the home appliance market. We emphasize people-oriented, capture the inner fortress of consumers in an all-round way, and start the concept of "having a good family" on the basis of emotion, so that Lexiang Electric has been promoted at a high level. We boldly carried out an innovative revolution in design, enjoyed playing with color design, and achieved the design vane of the home appliance industry. The combination of soft and hard, threatening marketing and family warmth rotation strategy have made the leader of category products.

From "product life" to "emotional materialization" and then to "experiencing health", the perfect combination of each new concept and the market has once again confirmed the overall success of this whole case strategy! From encounter to acquaintance, from acquaintance to intersection, from intersection to win-win situation. This battle for home appliances has won a new blue ocean in the healthy market under the double swords of Midea Lexiang and Maizhi Propaganda Agency!

Comments:

Sell shoes to barefoot people. As the case planner said: "This is a game, but also a struggle to test the wisdom and courage of advertising agents and brand managers." Creating new categories and cultivating new markets are facing great opportunities and challenges. The planner of this case broke away from the traditional small household appliances market, and endowed the products and brands with the core selling point of sustainable development, so that Midea Lexiang series of household appliances "an out-and-out non-necessity in this market" achieved a total business volume of 6,543.8+billion in just half a year's sales time, which is really very commendable.

Through a period of operation, it has helped Midea to make a good start in the market, won valuable opportunities to further explore the market, and built a complete "excellent family" system. And let the brand cooperate with China Center for Disease Control and Prevention to endorse the brand, and at the same time promote the event marketing cooperation of Tsingtao Brewery during the World Cup, and build a healthy World Cup nutrition collocation system ... Through a series of means, the combination of reality and reality, rigorous thinking and coherent techniques, is worth learning by industries and enterprises.

-He Fang

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