Case study of marketing mix

If an enterprise needs a new product to be listed, it must conduct a case study to predict the impact of the new product listing and formulate some countermeasures to reduce the resistance brought by the new product listing. Then the following is a marketing mix case I have compiled. Come and have a look with me, I hope it will help.

Case study of marketing mix I:

Joint venture+direct operation, colorful decorators grab offline O2O.

Just after the National Day holiday, two giants in the O2O market jointly threw a bomb: 65438+ 10. On 8 October, Meituan and Dianping announced the formal merger. Not long ago, Ctrip merged with E Long in May this year, the same city merged with Jiji.com in April, and Didi merged with Kuai in February. In less than a year, four heavy mergers seem to indicate that the O2O market will enter a new stage of competition-the market tends to be concentrated, the level of competition will be upgraded, and participants will bear greater competitive pressure.

Any enterprise that competes in the O2O market, even if it is not in the field of mergers and acquisitions, should be alert to this change, because under the dual thrust of market and capital, the speed of situation evolution may greatly exceed expectations. The perception prophet of the market has begun to plan ahead and preempt the layout.

10 12 In the morning, in the conference room of Beijing Colorful Decoration, Colorful Decoration and Changzhou Peng Hong Building Materials completed the formal signing of the joint venture company. This is the first joint venture company established by colorful decorators in China, and it also opens a new strategy for its market expansion-to go hand in hand with joint ventures and direct stores to create an offline service system with high execution.

It was once a magic weapon for Gree to set up a joint venture with regional agents to operate the local market. Although the investment in this model is high, it effectively integrates the professional advantages of the brand and the geographical advantages of the agent, and has become an important force for Gree the legendary swordsman's strong execution. Nowadays, colorful decoration introduces this model into the expansion of its offline market, which can be said to be a pioneering work in the O2O field. Then, why do colorful decorators with O2O door-to-door replacement services introduce this model across the border, with "joint venture company+direct store" with higher investment threshold as the offline main force? Its founder Wu publicly expressed his ideas.

Today, colorful decorators have reached a considerable level in product line and service guarantee ability. Combined with the evolution of competition in the O2O market, the next work should focus on ensuring service quality, improving consumer experience, optimizing resource allocation and seizing high-quality resources, so as to consolidate its leading position. To achieve these goals, we must rely on the strong execution of the offline service system and the close cooperation of integration, which is the advantage of the "joint venture company+direct store" model.

Improve service execution

In the eyes of colorful decorators, "joint venture company+direct store" is a necessary condition for the long-term development of the company's business. Although the initial investment of this model will be relatively large, the development prospect will be better in the long run. Their self-confidence stems from the operating performance and achievements of their direct stores, the sales data of Guiyang pilot market, and the huge consumer demand in the market after home improvement. Based on this self-confidence and grasp of the market, Wu Shuo Colorful Decoration can guarantee that the investment of joint ventures and direct stores will bring more returns.

The execution of direct stores is guaranteed by the direct management of the company, while in the joint venture company, colorful decorators will guide the partners according to the actual operation situation, control the service quality at the highest level, and achieve the ultimate reputation of consumers. This is a core purpose of colorful decoration to strengthen the development of joint ventures. How come? It is through the integrated cooperation form of the joint venture company to ensure that the partners use the company's own materials in strict accordance with the company's requirements and unify the quality standards of home improvement products; Second, we must ensure that every construction worker must undergo professional training of colorful decorators and be able to provide standardized services to customers; Third, it is necessary to improve the service quality provided by partners to customers, shorten the construction period, and let customers experience faster home improvement and replacement services.

Wu said that the biggest responsibility of colorful decorators to consumers is to deeply understand consumers' real home improvement needs and provide consumers with just the right home renewal service, and the model of "joint venture company+direct store" can provide organizational guarantee for implementing the concept of "being responsible to consumers".

Studying consumers is also a core consideration in the new expansion strategy of colorful decorators. Now, colorful decorators focus their work on the study of consumers. First, they study how to get consumers online, and then carry out targeted advertising; The second is to study the real needs of consumers, and offline service providers provide targeted services accordingly. Especially the latter, can only be achieved through organization and management. Through the joint efforts of the joint venture company, colorful decoration and partners, we will ensure that the investigation and research on the home improvement situation and actual needs of local consumers can be effectively implemented, and provide an objective and accurate basis for the company's services.

Preempt the integration of high-quality resources

The most cohesive cooperation is that the two parties are bound together in pursuit of the same interests, so developing a joint venture company is undoubtedly a more favorable way to integrate resources and optimize resource allocation.

Colorful decoration has excellent business model and first-class product line supply. By establishing joint ventures with powerful companies, we can be bound up with local enterprises with strength, ability and familiarity with the local market to achieve close integration and cooperation. Such enterprises can better understand the characteristics of the local market and operate the market according to local conditions.

Colorful Decoration plans to set up a 10 joint venture company before the end of this year to export the company's brand resources, copy the company's management model and unify the company's strategic operation; Partners, on the other hand, provide local market resources, such as business relations, contacts, funds, etc., according to their own geographical advantages, so as to realize the optimal allocation and integration of various resources of both parties, thus developing the local market more efficiently.

On the other hand, the process of establishing a joint venture company is also a process of screening operators who are more capable and can develop together, and a process of seizing and integrating high-quality resources in the market.

Colorful decoration puts forward high requirements for choosing partners to set up joint ventures. In the expectation of colorful decorators, their future ideal partner should have stronger strength, which is reflected in two aspects: first, they have a forward-looking vision, which is highly consistent with the ideas and strategies of colorful decorators and can see the future development trend of the home improvement market; Second, we should have the ability to direct the operation of the whole company, understand the location of stores in the local market, sales and team management, construction team formation and management, advertising, financial management, and even consumer behavior habits, have outstanding leadership and management skills, and truly understand business operations. To sum up, it is to find objects with highly consistent ideas and matching financial strength and market operation ability.

The reason why this "requirement" is put forward may be related to its sense of urgency for market development and competition. Although the home improvement market cultivated by colorful decorators is created by themselves, more and more enterprises and capitals are pouring into the related Internet home improvement market and home improvement aftermarket, and their competitors may come from different fields in the future. Wu has a clear understanding of the evolution speed of the competitive situation. He made it clear that by next year, there may be many companies like Colorful Decoration in the market, so we should seize the opportunity in time and speed and make colorful replacement services fully cover all first-tier cities in China in one year. Judging from the colorful decorators' own reserves, the formation of professional teams is basically completed, and there will be more funds in the future. The colorful decorators with clear strategy, innovative model and strong strength "have no reason to be slow".

The development of each enterprise will go through different stages. The growth of colorful home improvement O2O door-to-door update service is a process of continuous accumulation and innovation, which not only inherits the previous practical achievements, but also constantly breaks through itself. Wu stressed that no matter how the development stage changes, the original intention of colorful decorators has never changed, that is, to provide consumers with worry-free, assured and comfortable home renewal services and become a good helper for consumers to change homes. This is the market value created by colorful decorators. "Joint venture company+direct store" goes hand in hand, and constantly enlarges this value, so that colorful decorators can resist the changes of competition and maintain their leading edge.

Case study of marketing mix II:

Three squirrels, why can't you learn?

Let's review the achievements of three squirrels in recent years: 201,20135.62 million yuan in three years, 20 14 years 102 million yuan, 20 15 years and 250 million yuan. In view of the performance of "double 1 1" squirrels in 20 15, an article lists the secrets of their success: entertainment marketing, variety marketing, star customer service, golden finger, intelligent logistics and other concepts. For these analyses, Guo Guangyu, the chief brand officer of the three squirrels, does not agree. After the success of the three squirrels, many people are imitating them, such as imitating the cartoon brand image, using the "main body" for customer service, and putting water in the shell bags, wet wipes and walnut clips in the packaging. Some people even imitate the short messages of three squirrels, but they don't like it when they learn, because they only learn the fur and don't understand the core secret of squirrel's success. So, what's the secret behind the sales of three squirrels of 250 million yuan?

Make consumers your promoters.

What is the core concept of brand operation of Three Squirrels? Make consumers your promoters. Why do consumers want to promote your products? Not because you have any interests, but because what you get by interests is not long-lasting. Must be from the heart like and love, that is to give consumers a full sense of participation, fully understand their needs, pay attention to their experience. Guo Guangyu gave an example. In the second year of business, three squirrels suffered a serious crisis of new year's goods and were out of stock. Many consumers scolded three squirrels on social media such as Weibo. At this time, a group of users stood up and explained to these consumers, telling them that the squirrel's products would arrive soon and asking them to wait patiently. These users are the iron powder of three squirrels. They witnessed the birth and growth of squirrels and participated in them. Only if you are good enough to users will they become your promoters. This kind of goodwill is by no means some "small favors", but really understands users and cares about them in every possible way.

Wujie brand

This is another core secret of squirrels. The reason why so many fans are willing to follow three squirrels for so many years is that squirrels can play with them. In Guo Guangyu's words, the three squirrels are not only an agricultural enterprise, but also an animation enterprise. In essence, what they do is actually a pan-entertainment thing. Don't think that selling nuts is an agricultural circle, but be brave enough to break through your own brand boundaries. Only in this way can we constantly open up new ways.

Especially in such an era of entertainment to death, we should learn to play, and play with the post-80 s, post-90 s and even post-00 s. To be forward-looking, a brand should not only grasp the current mainstream consumer groups, but also study the characteristics of the future mainstream people. Only in this way can we remain unbeaten. Some brands are aging quickly and can't play with young people. Such a brand will be eliminated in three to five years.

Besides selling nuts, the three squirrels are still making cartoons, such as The Three Kingdoms, Struggle, Squirrel Cheap and so on. They have their own production team, and cooperate and communicate with Orpheus Animation to improve their production level. The 20 15 promotional film "Double 1 1", the three squirrels also invited the Hollywood production team. In addition, three squirrels also cut into the upstream of the animation industry, making animation movies and children's books. Guo Guangyu explained that children often influence parents' decisions. The three squirrels should not only catch white-collar workers, but also influence future consumers.

In addition, squirrels are also involved in the entertainment industry. Before 20 15 "Shuang 1 1", six stars, Ming Dow, Jianfeng Bao, Vivian, King-Tan Yuen, Tian Liang and Lina Tan, sneaked into the squirrel's house and made guest appearances. From the evening of 12 and 10, some of these stars entered the customer service post to interact with consumers online and answer their questions; In the logistics post, the stars will participate in the work of picking and packaging, and lucky consumers may also receive the autographs of the stars with the package. Each of these stars has many fans. This time, they went to the squirrel to "work", which undoubtedly stimulated the nerves of fans and stimulated consumer demand.

Guo Guangyu revealed that the visits of these stars were actually arranged by a reality show "Hello Rookie" in anhui tv. In addition to variety cooperation, the three squirrels also cooperated with LeTV and cooperated with tourism. FMCG is essentially a pan-group category, so we should not be too limited. We should be brave enough to break through our own boundaries. The demand of consumers changes every year, and the brand has to evolve. Guo Guangyu said that if three squirrels really affect a generation, selling nuts may be just their sideline.

The Constitution of Squirrel: Don't make the owner unhappy!

There is a red document inside the three squirrels, which is similar to the national constitution. Any employee should learn and keep it in mind. Here are a few core items: 1. * * * Commitment, * * Valuable (employees promise to love their jobs and dedication, and enterprises promise to grow together with employees and share benefits); 2. Create the future with both hands; 3. Don't buy peer products; 4. Don't make the host unhappy.

Especially the last one, which is regarded as the core of the core, must be unconditionally implemented from top to bottom, and all performance appraisal is linked to this one. I think the reason why the three squirrels have such a good user experience has a lot to do with their insistence on squirrel physique.

In order to fully understand the needs of users and tap the pain points of users, the three squirrels also invented the "full contact user experience management method", which is to let employees turn themselves into consumers, think about each link from the perspective of consumers, disassemble the experience, and then connect each point into a line and ask where their pain points are and where they are unhappy.

Build relationships with consumers quickly.

Speaking of this, Guo Guangyu said that in the past two years, Internet thinking has been particularly hot and has been rotten. In fact, the essence of Internet thinking is user thinking, which is the essence of all businesses. Whether you are a traditional industry or an internet company, you must abide by it. This is also the starting point for the three squirrels to establish relationships with consumers. One of the changes brought by the Internet is the change in the relationship with consumers. Through the Internet, brands can have a one-to-one conversation with consumers directly, which makes it possible to meet the individual needs of consumers.

Three squirrels call consumers "masters", which many people don't understand. In fact, this is an Internet scene design, which is different from the traditional customer-oriented approach. In the definition of squirrel culture, the relationship with customers is not a business relationship, but a friend relationship. God is above, and he can close the relationship with consumers by turning God into a master.

In addition, in order to establish a relationship with consumers, squirrels also comprehensively cover consumers' living space by developing some peripheral products, including the above-mentioned animation works, as well as some dolls and household items. It can solve some pain points of users and play a role in awakening and strengthening memory.

Guo Guangyu's understanding of scene marketing is: find an effective scene, use an effective content, interact with the current state of consumers, and then let them act quickly through the mobile phone portal, thus forming the first time and gradually generating dependence, and then the scene will become an incentive. For example, a salesman running around outside, returning to the hotel after work, has passed the meal and is dizzy with hunger. At this time, as soon as he got into the elevator, he saw the poster of "Hungry" and felt a buzz in an instant. Then he took out his mobile phone and scanned the QR code. Twenty minutes later, hot food was delivered to the door of the room. From then on, when he is hungry, he will think of "hunger".

Different corporate cultures can bring different combat effectiveness.

The corporate culture of the three squirrels is also very unique. Every employee has a flower name that starts with "squirrel" or "mouse". For example, Zhang Liaoyuan's name in the enterprise is "Squirrel Dad", Guo Guangyu's flower name is "Squirrel Crazy", and all customers are called "Master". Over time, the role will be replaced. Guo Guangyu said that some people are not used to calling him by his real name now. Inside the squirrel, even the aunt in the factory will be called "master". This squirrel culture has an invisible influence on employees, which will enhance their collective consciousness and service consciousness.

In addition, as mentioned above, there is a "* * promises, * * is valuable" in the squirrel's charter, which is to rebuild the trust relationship with employees (most enterprises, employees and enterprises are distrustful or even antagonistic). If employees trust the enterprise and have an equal relationship, they will sincerely serve the host, and the host will become your pusher.

Nowadays, many people learn three squirrels, but learning can't just stay at the level of imitating words and cartoon images. If there is no corresponding corporate culture to match it, it is natural to copy them mechanically. Corporate culture is a long-term training process, and different corporate cultures can bring different combat effectiveness, which is the fundamental reason why you can't learn three squirrels.