Wang Laoji's brand belongs to Gabado Company, and the formula is provided by the Queen of Hong Kong. Wang Laoji Pharmaceutical has authorized the mainland to exclusively produce and operate the red jar Wang Laoji, and registered it as a Shi Jian brand. 1995-2002, the sales performance of Wang Lao Ji was in a tepid state, but the sales volume was stable. In 2002, the sales revenue was 1 more than 100 million yuan, with good profits and a relatively stable customer base.
With the development of enterprises, on the one hand, it is necessary to increase sales and expand the scale of enterprises, on the other hand, it is necessary to expand Wang Laoji from a local brand (Guangdong and southern Zhejiang) to a national brand. But there are several problems that have been hindering the realization of enterprise goals:
1, brand positioning: as a medicine or as a drink?
In Guangdong, consumers regard Wang Laoji as a "medicine" rather than a drink, and drinking is limited to specific occasions and the frequency of drinking is not high, which limits sales. In addition, Wang Laoji's taste is sweet, and consumers feel that the medicine for "reducing fire" is insufficient.
2. Geographical restrictions: consumers outside Guangdong and Guangxi lack knowledge of herbal tea.
Outside Guangdong and Guangxi, consumers have no correct concept of "herbal tea" and it is difficult to promote it. The demand of mainland consumers for "reducing fire" has been filled by drugs such as Niuhuang Jiedu tablets. In the field of beverages (carbonated drinks, tea drinks, juice drinks), brand differentiation is impossible.
3. Publicity and promotion: the concept is vague.
Because enterprises are unwilling to use "herbal tea" to promote Wang Laoji's brand, Wang Laoji's unique value cannot be reflected by the advertising slogan of "healthy family, always accompanying".
In order to achieve corporate goals, it is necessary to reposition the brand of Wang Laoji through market research.
First of all, the study of consumer cognition and purchase motivation. Consumers generally have five steps to buy products:
The research focus of Wang Lao Ji's brand repositioning is to study the stage of consumer cognition. Problem cognition comes from the difference analysis between consumers' current life state and ideal life state;
When consumers realize the problem, they will be stimulated to consume demand, thus generating purchasing motivation. The reasons why consumers in Guangdong and southern Zhejiang drink Wang Laoji further verify consumers' cognitive problems:
Judging from the categories of products, there are no drinks on the market to prevent getting angry at present:
At present, there is no drink on the market to prevent getting angry. If Wang Laoji is first positioned as a beverage to prevent getting angry, it will be the first beverage product to prevent getting angry, forming a brand-new category in the beverage market.
Through market research, Wang Laoji's brand has been repositioned:
1. Competitive industry: beverage industry.
2. Brand positioning: "Beverages to prevent getting angry"-create new categories in the beverage industry and form its own unique competitive advantage.
Around the new brand positioning, Wang Laoji launched a series of marketing promotion:
1, promotion theme: "Fear of getting angry, drink Wang Laoji".
2. TV promotion:
(1) TV station selection: CCTV. In the first few months of 2003, we invested 40 million yuan 1 1 month to buy out the prime time of 2004.
(2) Scene selection: eat hot pot, watch football match all night, eat fried food and chips, barbecue and bathe in summer sunshine.
(3) Advertising song: "Don't be afraid of anything, enjoy life to the fullest. I am afraid of getting angry and drinking Wang Laoji. "
3. Traditional channels: POP advertising is the main channel.
4. Catering channel: It has become an important sales and communication channel for Wang Laoji.
(1) Terminal materials, free of charge: electronic display screen, lanterns, etc.
(2) The main visual information: product packaging, the key point is "afraid of getting angry, drink Wang Laoji."
5, promotion: around "afraid of getting angry, drinking Wang Laoji." Expand.
(1) middlemen: "sales elite club" and so on.
(2) Catering channels: "hot pot restaurant market" and "cooperative hotel" plan. , to provide benefits for enterprises.
By repositioning the brand, in 2003, Wang Laoji's sales surged, and the annual sales increased by nearly 400%, reaching 600 million yuan, and at the same time became a national brand.