Market Research Marvels: Understanding Your Audience for Targeted Campaigns
Many people know that "If you are afraid of getting angry, drink Wanglaoji", or "If you are afraid of getting angry, drink Jiaduobao", the two brands once fought to the death over this slogan. What is less known is that herbal tea was originally used more as a medicine in Guangdong. More than ten years ago, I went to a clinic in Guangdong to see a doctor. When I got the medicine, they were given a few packets of herbal tea made by the clinic. I was very puzzled. I thought that medicine in Guangdong must be taken with herbal tea. Therefore, although Wong Lo Kat has been focusing on "getting angry", its initial value focus is "health". The slogan is "Healthy family, always by your side". There is no problem with the corresponding drug recognition, but the market response is mediocre. From the functional value of drugs to treat internal heat to the experiential value of drinks to prevent internal heat, this is a major decision in marketing strategy. Using the strategic thinking of making beverages to eliminate the "fear of getting angry" and matching the execution capabilities of entering thousands of channels, the brand has achieved great success. As for the separation from Jiaduobao, that is a story for another day.In the early years of Nongfu Spring, the slogan "It's a little sweet" was a far-reaching slogan; but later it was changed to "We don't produce water, we are just porters of nature", which was also very successful. They all focused on experience value, and water can quench thirst. In addition, one focuses on the taste, and the other emphasizes the quality of the water source. I have no way of knowing the brand strategy thinking behind Nongfu Spring, I can only make a blind guess. "Nongfu Spring is a bit sweet" does distinguish it from many pure water brands Sense, but is this its competitive barrier? Is it really sweet? Does it match the actual India Car Owner Phone Number List drinking experience of consumers? Purified water theoretically has no taste. If it has a taste, it means you are not pure. Even Coca-Cola has released In the era of sugar, "sweetness" no longer seems to be a correct strategic choice. People are increasingly inclined to consume purely natural things, so Nongfu Spring positions itself as a "porter of nature." 4. Brand valuePseudo-advancement When a brand faces a strategic decision, the brand value must be pushed into a larger market to create greater benefits. Red Bull's strategic decisions are controversial within the industry. Red Bull changed "Drink Red Bull when you are tired and sleepy" to "Your energy is beyond your imagination." Some people think this is a brand upgrade, upgrading the value from the functional level to the spiritual experience level. This is not quite the same as Coca-Cola’s open happiness. Happiness is a top-level value and the market is huge. Although the value of stimulating potential is very positive, the market is too small. You may feel tired and sleepy every day, but you don’t need to do it every day. To stimulate potential, it has lost the foundation of functional drinks.
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It's like a general abandoning his base camp to capture a small city with no strategic value. Sometimes brand upgrades seem to be an advancement of brand value, but in fact they are a regression of market value. Red Bull’s revenue has not grown since this year, while Dongpeng Specialty Drinks’ revenue has hit new highs repeatedly. Of course, there are more complex business reasons behind it, and it is not entirely a matter of strategic slogans. One day I was talking to a young colleague about "drinking Red Bull when I'm tired and sleepy." He looked confused and asked, "Isn't it the same as "drinking Dongpeng special drink when I'm tired and sleepy"? I was surprised to learn that the winner and loser of brand value perception can be turned upside down in just a few years. In a few years, perhaps only middle-aged and elderly people like us, and those in the marketing circle, will know that "tired and sleepy" once belonged to Red Bull. Author: Chen Wuyong, WeChat public account: Chen Wuyong (ID: wuyongzhiyong) This article was originally published by Chen Wuyong on Everyone is a Product Manager. Reprinting without permission is prohibited. The title picture is from Unsplash and is based on the CC license.
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