What are some examples of successful marketing companies?

With the rapid development of the market economy, consumer demands are becoming increasingly personalized. In order to adapt to this situation, companies must have personalized marketing capabilities. Below are the successful marketing cases of enterprises that I have compiled for you. Welcome to read them!

Successful Marketing Cases of Enterprises Part 1: NIKE

1. Overview of Internet Marketing Channels

Online marketing has gradually become an indispensable marketing tool for enterprises, and online marketing channels are an important part of online marketing.

The concept of an Internet marketing channel

Internet marketing is based on the international Internet and uses digital information and the interactivity of online media to assist in achieving marketing goals. As a new marketing method, Internet marketing has great development prospects and will surely become the mainstream of corporate marketing in the 21st century. Internet marketing channel is a brand-new marketing concept and marketing model in the Internet economy era. It refers to a marketing method that uses the Internet, computer communication technology and digital interactive media to achieve marketing goals. It is a product and The specific channel or path for the transfer of services from producers to consumers is mainly divided into direct marketing channels from producers to consumers through the Internet and intermediary institutions that integrate Internet technology. Internet indirect marketing channels.

2. Functions of Internet Marketing Channels

Like traditional marketing channels, Internet marketing channels supported by the Internet should also have the functions of traditional marketing channels. A complete online sales channel should have three major functions: ordering function, settlement function and distribution function.

1. Ordering function. It provides consumers with product information and facilitates manufacturers to obtain consumer demand information in order to achieve a balance between supply and demand. A complete ordering system can minimize inventory and reduce sales expenses.

2. Settlement function. After consumers purchase products, they can conveniently pay in a variety of ways, so manufacturers and merchants should have multiple settlement methods. At present, in China, in addition to the well-known Alipay and Tenpay, domestic payment settlement methods include post office remittance, cash on delivery, credit card, etc. which have been around for a long time. At present, several popular methods abroad are credit cards, electronic money, online transfers, etc.

3. Delivery function. Generally speaking, products are divided into tangible products and intangible products. Intangible products such as services, software, music and other products can be distributed directly online, so the general distribution system discusses tangible products. The distribution of tangible products involves transportation and warehousing issues. For these two issues, there are several good companies in our country that provide professional services to enterprises. The rise of professional distribution companies has further accelerated the construction of online channels by enterprises. This attention has accelerated the development of my country's e-commerce industry.

2. Website construction and website marketing

1. Characteristics of the website

A good Internet marketing cannot be separated from an excellent website. Nike The website is one of the best among business websites. Nike's official website does not directly sell and promote its own products like traditional websites. It uses various chat rooms and forums, as well as event introductions and sports equipment introductions to establish a sports enthusiasts' alliance or club with a low commercial atmosphere. . The website attracts fans from all over the world and gives many fans a space to gather and express their opinions. While discussing the game, I noticed every bit of Nike's involvement in sports, which was deeply rooted in people's hearts. Through this, I could also understand the products that fans wanted and highlighted the spirit of sports. Let viewers feel the excitement that Nike products bring to them when looking at the dazzling array of products.

2. Website content and structure

Nike’s official website is composed of several large classified sites, which better selects the audience for the product and makes the content of the website more Compact, the website has a well-organized and designed information environment. The larger page allows content updates to be completed quickly.

As real-time sports events are held, the background of Nike's website is constantly changing, quickly responding to major global events and attracting young people and fans. For example, in the football category, the background of the Nike website is the one that is currently being held in Europe. Screenshots of the Champions League game are used as the background; for the basketball category, NBA stars are used as the background, which better unifies the style of the website and allows viewers to easily retrieve the information they need.

2. Positioning of customer groups

Nike’s main consumer group is teenagers aged 14-30, and these young people spend most of their time on the Internet. , the online marketing channel chosen by Nike is exactly the focus that young people often pay attention to. "Baidu" and "Tencent" are all websites that are popular among young people in China. More than 4,000 web pages can be searched in Baidu search engine. In this way, the company's exposure to their main consumer groups is greatly increased, and the low publicity cost brings efficient publicity, which greatly exceeds outdoor advertising.

3. Nike’s Internet Marketing Competition Strategy

1. Discover consumers’ needs

Nike adopts a consumer personalized product production and marketing model. Integrate the production of enterprises with the needs of consumers and establish a good communication link between enterprises and the market. Nike establishes databases and special files of personal information for its customers, stores the information needed by customers, and enables them to better produce the products they need, track customer dynamics better, and provide after-sales service for products. And all this comes from Nike's website and database services. Nike's official website provides NIKE ID personalized customization services. Customers can customize their own shoes or clothes according to their own preferences and styles, plus a unique custom LOGO, leaving ample space for young people's imagination to play. Their exuberant minds.

2. Celebrity effect

Seeing various celebrities wearing Nike brand clothes in various magazines and social occasions is nothing new. Sports stars packaged by Nike have long been a symbol of their Bring huge profits. Starting in 1984, Nike began to package Jordan. This move was undoubtedly very successful. When Jordan won the championship with the last dunk, Nike made Jordan's dunk an advertisement, and Nike became the market leader. This helped them defeat the three giant sporting goods companies such as Adidas and Puma and win the sales ranking.

3. Nike is not an Olympic sponsor.

As a world-class sporting goods manufacturer, the Olympic Games is an excellent opportunity to show itself to the world. It has not spent a lot of money to compete for Olympic sponsorship. Nike did not disappear, but put its trump card on the Internet, cleverly avoiding the competition for Adidas Olympic sponsors, and with the help of Tencent, which has 200 million Internet users, it created a storm in the Internet Olympics. Instead of annoying pop-up ads popping up on the portal website, it is better to use Tencent, QQ and its various products to name the Olympics, and use Tencent's advantage of online live broadcast to integrate Nike into the hearts of consumers. Nike uses viral Internet marketing methods and uses Tencent as a medium to cover its ideas and brand image to every netizen through real-time and interactive Internet information transmission. Nike's Internet marketing costs and effects are no less than Adidas as an Olympic sponsor.

4. NIKE’s online advertising strategy

In 2009, China’s online advertising market exceeded the 20 billion mark. Online advertising in the Internet era has become the new favorite of many businesses. But good online advertising is rare.

Nike’s online advertising is characterized by simplicity and conciseness. The Nike swoosh is repeatedly presented to the user's eyes in just a few seconds, making it difficult for you to forget this cultural symbol again and again. Including celebrity images in advertisements can attract the attention of Internet users and leave a deep impression on them, rather than covering up advertisements.

The click-through rate of advertisements on portal websites is low, the increasing proliferation of online advertisements is disorganized, and false spam information floods online advertisements, making Internet users increasingly determined to block advertisements.

How to increase the click-through rate of online advertising is the first problem that Nike needs to solve when releasing online advertising, so video advertising has quietly emerged.

IV. Conclusion

Through the above analysis, it is found that Nike has chosen an appropriate marketing mix to reflect the type and nature of the product or service and the unique personality of the consumer. This article analyzes Nike's marketing strategy and finds that it adopts the following marketing methods: discovering consumer needs, star effect, viral Internet marketing, concise advertising, etc. Nike can adapt to China's actual national conditions, refer to Chinese people's living and shopping habits, focus on grasping current hot topics, and keep up with fashion trends. The goal of Nike's online marketing strategy is clear. As mentioned above, Nike has included product placement ads on Tudou.com. Tudou.com has a very wide user base, and the company can take advantage of this huge user base. User groups to increase the visibility of their products, thereby achieving good marketing effects.

Successful Marketing Cases of Enterprises Part 2: Xiaomi Mobile Phones

Xiaomi’s latest data shows that its mobile phone sales in the first half of 2013 were almost equivalent to the sales in the whole of 2012. Revenue more than doubled from $957.46 million in the same period last year.

Xiaomi mobile phone is essentially an e-commerce platform, and the essence of its e-commerce system is to grasp the needs of users. It is understood that Xiaomi has established an "honorary development group" in the MiLiao forum. A group of highly active users, about 200-300 people, will be selected from the forum with tens of thousands of people. They will receive the software simultaneously with Xiaomi's internal team. Updated version. Finally, internal and external people test together synchronously, and any problems can be corrected at any time. In this way, Xiaomi has made good use of external forces to solve the complex testing process. At the same time, marketing is carried out through MIUI forums, Weibo, forums, etc. to reach single-point breakthroughs for enthusiast-level users, successfully achieving word-of-mouth marketing and avoiding "cost-burning" marketing such as TV advertisements and street sign advertisements.

According to the news, as of the end of May 2013, Xiaomi’s WeChat account had 1.06 million followers, making it the largest among corporate WeChat accounts. Xiaomi has developed its own WeChat operating backend, and rice fans contacted through WeChat have greatly enhanced their brand loyalty to Xiaomi. “We operate WeChat services as a product,” said Li Wanqiang, Xiaomi’s vice president in charge of marketing.

Xiaomi mobile phones will have an open purchase event once a week. During each event, WeChat promotion links and WeChat QR codes will be posted on the official website. It is understood that the effect of developing fans through the official website is very good. At most, it can develop 30,000 to 40,000 fans a day.

Successful Marketing Cases of Enterprises Part 3: L’Oréal

Marketing Background:

With the change in Chinese men’s habits of using skin care products, the demand for men’s beauty market is gradually increasing. The entire Chinese men's skin care product market is gradually maturing. In the past two years, the development speed has been even more rapid. More and more young Chinese men's skin care has developed from basic cleaning to care, and a mature consumer awareness of beauty has gradually begun to form. .

L'Oreal China market analysis in 2012 shows that the age of male consumers using skin care and personal care products for the first time has dropped to 22 years old, and the range of men's skin care product consumer groups has expanded significantly. Although the consumer age group is expanding, even in the most economically developed first-tier cities such as Beijing, Shanghai, Hangzhou, and Shenzhen, sales of men's care products only account for about 10% of the entire cosmetics market, and the national average is far lower than this level. As a Chinese men's skin care brand, L'Oréal Homme is confident in the growth potential of the market and hopes to further expand its market share among China's young men and consolidate its position in China's men's cosmetics market.

Marketing objectives:

1. Launch the new L'Oréal Paris Men's Quick Start Skin Lotion, namely L'Oreal Men's BB Cream. The brand owner hopes to quickly occupy the Chinese men's BB cream market and establish itself in this field brand status and hopes to become the most popular BB cream product among young Chinese men.

2. L'Oreal Men's BB Cream targets people aged 18 to 25. They are a group of men who love sharing, are keen on social media, and already have certain skin care habits.

Execution method:

Faced with the online communication of other men's cosmetics brands mainly focusing on "functional" appeals, MRM, a digital marketing company owned by McCann McCann, joined hands with L'Oréal Homme to focus on Regarding the emotional needs of young Chinese men, we learned that the mentality of young men lies in the word "first". They want to be one step ahead and one step ahead of their peers. Therefore, the creative concept of "I am a pioneer" was established.

In order to build the product’s online popularity, L’Oréal Men also opened Weibo and WeChat accounts called @性男growthcamp to target the target group, and launched a round of marketing campaigns that relied solely on social networks and online Internet marketing activities for e-retail platforms.

1. On Sina Weibo, a discussion was triggered on the acceptance of boys using BB. It was found that both boys and girls were much more accepting of boys using BB than people imagined, which laid the first foundation for the communication activity. formed the basis of public opinion.

2. With the joining of the spokesperson "Ethan Juan", he issued his pioneer declaration: "I am responsible for being stylish and handsome, and the black tube BB is responsible for fighting off oil, pores, and acne marks. I am the first "Ethan Juan, the Model" calls on netizens to apply for trial activities through Weibo and publish their own declaration of being a Model. Weibo marketing has produced a huge participation effect and turned Weibo participants into active communicators of the brand.

3. Established a special page for the launch of L'Oreal Men's BB Cream on JD.com, carried out a "seize the opportunity, and put everyone first" launch rush buying activity, and established a L'Oreal Men's Weibo Minister to provide information about BB cream One-to-one exclusive customized service provided by cream users. In addition, a specially opened WeChat exclusive platform will push information from new product launches to usage tutorials, before-and-after comparisons and other information to every user who follows L'Oréal Paris Men's public WeChat through WeChat every day.

Marketing effect:

The campaign triggered an online craze through online marketing. Within two months, without any traditional TV advertising, the campaign covered a population of 35 million users, ***307,107 users participated in the interaction. According to statistics from Sina Weibo alone, the number of Weibo readers reached 5.6 million. In the entire Weibo trial activity, there were more than 69,136 men in one week. Users applied for a trial, and the estimated online sales inventory was sold out within a week.