Financial markets are generally unpredictable. Therefore, people need to prepare for different possible outcomes, collect market cases, and then analyze them. So below are the marketing story cases that I compiled. Come and have a look with me. I hope it will be helpful.

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Marketing Story Case 1

Old Wolf and his rock and roll friends: Only warm connections are enough to be interesting

In the recently concluded "I Am a Singer 4? Battle of the King of Singers", Lao Lang's sentiments and gifts reunited the long-lost rock veterans on the stage. This transcended the stage itself, and they awakened the youthful memories of a generation. Lao Lang's connections suddenly opened up the skylight of human nature, allowing people to see through the clouds and see the sun, and directly feel that "life is not just the rough things in front of you, but also poetry and distant fields."

A hero has three gangs, a fence has three stakes. Network is the resources and capital in a person's hands. In business competition, harmonious and smooth network will help your career along the way. If analyzed according to the 28-20 rule, 20% of the factors for a person's success come from knowledge and 80% from connections. A high-quality network combination may not bring immediate praise or win enviable wealth, but the feelings it contains will often accelerate the reintegration of one's own brand system and allow one to optimize and extend itself in cross-border marketing.

Just like in "I Am a Singer 4? Battle of the King of Singers" which ended on April 8, Lao Lang's feelings? gifts? reunited the long-lost rock veterans on the stage, which itself transcended stage. Although Wang Feng, Luan Shu, Ding Wu, Gao Qi, Li Yanliang, Zhou Xiaoou, Ma Mayou, and Chen Jin make people feel sad when they open their mouths, they have awakened the youthful memories of a generation, and this is enough. Just because of Lao Lang's connections, the skylight of human nature suddenly opened up, allowing people to see the sun through the clouds, suddenly enlightened, and directly feel that "life is not just the mediocre life in front of you, but also poetry and distant fields."

The rhythm of growth

The power of connections is an intangible asset that brings enjoyment to the brand and generates added value. The same is true for individuals. But if you are not good enough, connections are worthless. They are not pursued but attracted. If you can spend some time to consolidate your brand foundation and maintain your brand carefully, then if you continue to develop in an industry, as long as you show it, everything will fall into place.

An excellent musician is first of all a person with a unique perception of life. It is this inner uniqueness that makes it possible for him to be extraordinary in art. At the same time, his unique self must be the spokesperson of the public to a certain extent, and the sighs and cries of his soul must arouse strong and widespread excitement in people's hearts. In this way, this kind of music can become a true masterpiece. Identify with music.

In the late 1980s and early 1990s, in addition to some heavy metal rock music from abroad and pop music that was slowly spreading in China, another music style that was completely different from the two was gently heard on university campuses. , fresh music styles, youthful words, floating around, seemingly different styles from rock music, but in fact they are intrinsically related. The big era allows them to appreciate each other and learn from each other. If you think carefully, you can find that in rock music There is tranquility from time to time, and there is passion from time to time in the folk songs. Dou Wei, Zhang Chu, He Yong, Xu Wei, etc. are such outstanding people. As a result, Gao Xiaosong also said: "In that era, campus ballads were just "saucy songs" that were usually sung and then used to show shame to everyone. ?

Therefore, since he agreed to perform "I Am a Singer" on stage, Lao Lang no longer belongs to folk songs. Looking back on Lao Lang's entire "process" of participating in the competition, it is not difficult to see that he not only wants to play folk songs, but also wants to play rock and return to his original intention. Just because it belongs to the best expectations of all mainland music, it can call for ideals to get out of psychological difficulties and make people move. Under the instigation of Song Ke and Gao Xiaosong, Pu Shu's "Journey" makes a gorgeous debut, which is more like an unexpected meeting of old friends after many years, a kind of faint feelings and time. After that, Lao Lang and Gao Xiaosong collaborated on "Winter Campus" to recall the era of fluttering white clothes. Lao Lang's singing voice is a narrative of tenderness, which may not be exciting enough, but the resurrected "campus ballad" makes the musical chronology of "I Am a Singer" more complete.

?Laolang? The youth of this brand is the youth of a group of people, and the notes he plays and sings are the mark of an era. At that time, there were plenty of audiences, but there was a lack of works. There was little technology in that era, but only spirit.

At that time, Ding Wu and Zhang Ju were impressed by their persistent and confident rock and roll style. Their "Tang Dynasty" was probably the most outstanding rock band in China. Their first album "Tang Dynasty" recorded in 1992 "North Korea" has sold 2 million copies in Asia, bringing resounding hope to the Chinese rock music that is just trying to make a sound; the Black Panthers are the mainland band with the largest album sales in the world, and they are also the Chinese rock band with the largest album sales in the world. The band "Wang Feng and Baojia Street No. 43" has emerged as a new force. The "academic" strict self-requirements and down-to-earth academic attitude enable the band to quietly and calmly practice while eliminating external interference as much as possible, and achieve the ultimate meaning. Self-improvement; the overload band composed of Gao Qi, Han Hongbin, and Zhao Muyang is China's first thrash metal band?

Looking for beats on the road of growth is the truth for these rock veterans to stand in the world. No matter what doctrine or theory, they can always integrate the "rhythm" into their own philosophy of life with their independent thinking. Undoubtedly, this is such an obscure and nondescript music for the mainstream music circle. Whether it is the independent production methods of rock people or their independent thoughts, these are not so easy to understand. And these rock music producers, like all wonderful philosophers, are often indulged in their own profound or morbid thoughts and cannot extricate themselves, and this has caused a new round of music confusion.

In fact, if you have a little market awareness, you will understand that the emotionality of rock veterans can allow brands to use the emotion of music to stir the sentimental hearts of customers and make them roar. Achieve marketing goals happily.

Marketing guru Philip Kotler once said that market positioning is the soul of the entire marketing. Indeed, successful brands all have one characteristic, which is to connect the brand's functions with consumers' psychological needs in a consistent manner, and to accurately convey brand positioning information to consumers. Music is an emotional art. Any song or piece of music is the product of the artist's emotion. It is expressed in a unique way of music, which can be lively or tactful or solemn or desolate, so that people can be influenced by beauty and refine their sentiments. . ?Music starts from emotion? Rock and roll creates emotional communication with consumers. This means that rock and roll is caused by emotion, and it is this emotion that touches countless hearts and makes them infected by beauty. The most important connection in the rock circle is also this kind of infectious energy. This kind of friendship is not the boring decadence of drinking and eating, but the process of finding the beat and positioning. Therefore, folk, rap, experimental, noise, metal, punk, jazz, and electronic categories are constantly emerging among the brothers. All categories are basically in line with international standards. More importantly, almost every style has outstanding characters. Their existence makes each style There is hope for continued development.

The drumbeat of new life

The most valuable charm of a brand is that it and its connections can create wealth and value for society. Therefore, when the way of gaining wealth and value changes, This brand must output the corresponding demand through changes, otherwise it will enter a countdown ruthlessly to be abandoned by time. From a marketing perspective, Laolang is a brand from an ideal era. His feelings are difficult to change, but being difficult to change does not mean that it cannot be changed.

The first step in the transformation of "emotional" singers is not the change of tools and platforms, but the change of existing product thinking and brand positioning. We must strive to focus on those with Internet influence. The specific labeling group level of power.

In the Internet era, there are actually no consumers in brand marketing, because the purpose of everyone buying products is not to make the company make money, but to realize the value they need. Brands in the Internet era are important references that can help customers make easy decisions. When a brand helps customers choose themselves and can truly meet their needs, in the experience and sharing, customers will quickly share their feelings about the product, service, purchase and use process through their mobile phones. to the world. When customers are satisfied by purchasing products and related services, the brand will naturally be established.

For example, "Battle of the King of Singers" before the official opening, the old wolf and his rock veterans have been exaggerated to make people excited. Although the ideals are full and the reality is skinny, people don't want to No longer passively receiving all media information, people are willing to interact with each other through interest and achieve word-of-mouth communication through the circle effect. PC and mobile terminals are platforms for communication and discussion between people. The discussion and evaluation of the brand on both ends are like people's buying guide for the "Laolang" brand.

In fact, participating in the recording of the program and the veteran singers working together are changing themselves. You must know that a labeled singer like Lao Lang used to reject this kind of reality show. He has always felt that this kind of reality show The show has traces of Photoshop and is unreal, but he has still changed. This is not a compromise, but a new life. He knows in his heart that paying attention to people is the progress created in the Internet era. Maybe the products he saw in the previous music market were often the same, emphasizing discipline, unity and standardization. But in the face of a market with personalized needs, the inherent product model is indeed It is difficult to meet the needs of the crowd. The closed-loop transaction is realized through multiple tools of Internet applications, and the word-of-mouth effect generated by the brand effect is precisely an important manifestation of the competitiveness of Laolang's connections. Such a focus effect not only does not discard the overall effect, but also creates greater market development space.

In short, in the process of transformation of a brand, the change of model is the biggest pain point. Those with rigid and inherent routines must let go of their high authority role and become service providers and supporters of products and marketing. At the same time, after reintegrating the decision-making process, market strategy, product positioning and brand marketing, we will work together to break the hierarchical consciousness that has been formed in traditional relationships and truly realize the Internet brand character of market-oriented and user experience as value. For many rock veterans who are still "sleeping", this can be called a journey of rebirth.

I have to admit that rock music has become a special cultural symbol in China. The special thing lies in its own swelling and puffiness. It always has a tall, cool, angry but compassionate attitude. This world. This musical form that has been coaxed out far exceeds its own content and connotation. However, no matter how the music form crosses borders, its purpose of networking is to maximize the coverage of the partner audience. In a word, brand marketing connections are very important, but warm connections are even more important. Marketing story case 2

?Prosperity? The speed and passion of the era

Not only China, but also global business is facing two huge changes. One is increased uncertainty, and the other is One is the abundance of the product. There is no doubt that there is excess capacity of all kinds. The macro changes we can feel in 2015 are: China's economy has slowed down, and the most intuitive phenomenon is excess production capacity. Various consumer goods have emerged around us, and various outputs are oversupplied.

When the market is expanding, competition is increasing, and overall supply exceeds demand, what should the company do?

In 2015, the old and new company we have been tracking and observing? Shuita, relying on Speed ??and passion have withstood the impact of the ever-changing market environment and become an undisputed innovator even in this product-rich field.

Incomplete inventory, Shuita completed many things in the last year that the industry has not done for many years:

● Re-adjusted the supply chain layout

● Determined the brand Leading direction

● Resetting channel structure and cooperation

● New incentive rules for marketing teams

● Finding ways to obtain data and truly get closer to consumers

● New product design, testing and launch

● New categories officially enter the market to compete

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For seasonings that have long relied on the natural market For the product industry, this is definitely an extraordinary speed of change. And this new speed brings a brand new start to the water tower.

By the end of 2015, Shuita had 80 emerging design items on the market. Through 30 large and small independent sales teams in 6 major regions, it was deployed nationwide; 5 major sub-categories were directly inserted into the local market, and regional Product competition; consumer data feedback is complex and diverse, becoming the most effective channel to establish consumer connections? Most importantly, Shuita's MES (Manufacturing Execution System) and ERP (Management Information System) have begun to achieve inertial connectivity, and each system is no longer a piece of information. Island, the efficiency of this brand system is greatly improved.

This is exactly what Bian Jiang, general manager of marketing of Shuita, expected. "Shuita is a fast-growing enterprise and strives for efficiency." Of course, efficiency requires a foundation.

Stand firm and then accelerate

A sales communication meeting at the beginning of 2015 made the sales team aware of the root cause of the problem. Although Shuita people have always been proud of producing "good products", when we randomly asked the sales managers a question: Will the vinegar you make be given to relatives and friends? The answer was both affirmative and negative.

Should I explain if I send it? This is good vinegar, but the packaging is not good. ?

This answer is very confusing, but it at least means that I agree with the quality of my products, but they lack the appearance to be a competitive weapon in the era. Without this "appearance" standard, the price will weaken. First-line market surveys show that consumers believe that price and value are equal, which results in the profits of water towers being as thin as razor blades. Companies are worried about poor consumer experience after purchasing, so they will never spare any effort on products, but they are super affordable. The price has brought a cost burden to the company.

Shuita still lacks the core competitiveness to stabilize the market! The sense of premium, recognition, and loyalty all need to be further improved, and this is the driving force of the brand. Water Tower started by improving its appearance and changing its packaging design. The discussion lasted for three days, and it only took a few dozen minutes to confirm this conclusion. From the initial confirmation to the new product taking shape, initial installation and launch, it takes 90 days.

During these 90 days, the production line has been greatly adjusted, adapted and assembled; the image spokesperson has chosen Jiang Wenli, posters, advertisements; several negotiations with retail terminals, shelves, promotions; and basic consumption Repeated communication, objection and acceptance.

For emerging Internet companies, this may not be considered fast. There may have been several rounds of product life and death in 90 days, but for a company with a sales base of several hundred million and the original product is still running on the production line For leading companies, this is the ultimate.

Shuita people call it the "gun preparation stage". ?Because only after the guns and guns are ready can we recruit talents on a large scale. If the product design and brand lack competitiveness, even if you find a strong person, it will be difficult to succeed because he has good skills but no good weapons. ?

Learn to control the switch

In fact, every company wants to control the main switch, whether in the market or outside the market. Because after losing this power, companies may face countless uncertainties.

The main switch for water tower selection control is: Team. In 2015, the Water Tower team made efficient and large-scale adjustments, and the overall market management costs were greatly reduced.

It’s more of a slimming down than an adjustment. Most departments within Shuita Enterprise have made horizontal adjustments and mergers to improve efficiency. And not only the sales team, but also logistics and supply chain-related departments have entered the merger process, because some departments failed to assist each other and instead contradicted each other. This process conflict once consumed considerable internal resources of the company. Opening up the two channels of Ren and Du is crucial to teamwork.

A simple example. In the past, after the order department received the order, it was disconnected from logistics and sales management. It was likely that an order would stay there for a long time. Under the new management rules, the order and sales management departments have been merged. Now when an order is received, the reviewer can approve it immediately. It is this kind of simple small changes one after another, straightening out the relationship between departments that previously restricted each other, and then using third-party financial supervision and review.

For sales markets outside the province, a unified cost assessment is implemented. For example, if you open a new area, there is a fixed annual cost. If the logistics cost increases, you have to make up for it by saving from rent, water and electricity, including office costs. Location selection and personnel recruitment are all balanced by regional personnel. On the one hand, it delegates power while on the other hand, it strictly controls, saves costs and encourages innovation.

As a big switch in the enterprise, the process collaboration and innovation capabilities of the team are crucial to improving efficiency. This is also the most important implementation part in the era of Industry 4.0, besides intelligence.

Finding Scarcity in Abundance

Peter Diamandis and Stephen Kotler mentioned in the best-selling book "Abundance" that artificial intelligence, robots, unlimited computing power, Exponentially growing science and technology such as broadband networks, digital manufacturing, nanomaterials, and synthetic organisms have been able to meet the basic needs of everyone on the planet, and will soon go further? The era of abundance is within our reach.

The future of good companies lies in being able to find scarcity in an era of abundance.

Some data show that Shanxi, a major consumer of vinegar products, has a total sales volume of at least 1 billion yuan with a population of 30 million based on a per capita consumption of 30 yuan. In 2015, the development of the overall vinegar industry and condiment industry encountered difficulties. Several brands that once attracted attention have either completely shrunk their market or are slowly undergoing internal "recuperation".

And this may be a short-term brand scarcity opportunity for the water tower that has basically completed its upgrade.

?If you can fully understand this market and find the scarcity, no matter how fierce the competition is, there will be opportunities. ?In fact, the vinegar industry does not have as high a customer unit price as other industries such as milk powder. The typical characteristics of this industry at the terminal are that there are few shopping guides and a high self-selection rate, but the profit is no worse than that of milk powder. Highlighting the value of the brand, slightly increasing the unit price per customer, and increasing the self-selection rate will be the best way to adapt to the future market.

Another opportunity Shuita found was market segmentation.

In an era that relies heavily on online search, quality market segments have unlimited opportunities. For the emerging Internet crowd, they either search for brands or categories for points of interest. They are no longer simply limited to regional divisions, but based on interest groups. What kind of vinegar is good for dipping dumplings? What kind of vinegar is used to mix kelp? Is there halal vinegar? How to use vinegar for beauty? The business world outside the terminal must be realized through computer or mobile phone search.

The good news is that you can connect to these questions about vinegar and the interpretations of water towers.

Make the brand bigger horizontally and deepen the segmentation vertically. When emerging companies were constantly exchanging users at high prices, but trapped themselves in price wars and lacked ways to retain new users, Shuita chose an opposite business model. They see the risks earlier than others.

2016 may be a longer winter. Can you, like the water tower, find a real profit model?

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