Chapter 931 Positioning "Seeking Monthly Votes"
[====== =====] scoretaining और द्र ======================================================== The reaction to personal events is more intense.
For the media, this incident has a great impact. Many media analysts even believe that Fanshi Investment Group will probably withdraw from the beverage market. However, considering the current share of Fanshi Investment Group in the beverage market and The profit margin doesn't look like this.
Since this market has very stable income and the income is very generous, why would Fan Wubing make such a self-destructive move to the Great Wall? Could it be said that the most important thing in the 21st century is not talent? !
In response to the heated discussions in newspapers, magazines and on the Internet, Fan Wubing did not answer directly, nor did he allow his subordinates to answer the question directly. In fact, in Fan Wubing's view, any round of hype is just for his next move. The best way to prepare for the warm-up, this publicity effect is much better than investing hundreds of millions in advertising. The first people Fan Wubing went to comfort were the dealers.
In late March, major distributors from all over the country received invitations from their branches to participate in a video conference organized by the company. It was explained that the company's senior management would announce major measures to be implemented, which would then provide incentives to major distributors with long-term cooperation. Shang Lun brings huge profits.
After receiving this news, the dealers were very excited. The cooperation between the dealers and Fanshi Investment Group has always been very smooth, and the income gained from this aspect is also very generous. Therefore, this time the senior executives of the beverage industry After a large number of managers were dismissed, everyone felt at a loss. I wonder whether future cooperation can continue?
But at this time, Fan Investment Group suddenly wanted to hold a large-scale video conference and announced major measures. This shows that Fan Investment Group did not make the above move because it wanted to launch the beverage industry, but because it was possible. An event with great impact is about to happen, which will have a huge impact on the entire industry.
The media was also very sensitive to the conspiratorial atmosphere of this meeting, so they tried their best to participate. However, Fan's Investment Group had very strict restrictions on this. Dealers who were not invited could not attend this meeting. As a result, the media immediately made great efforts to dig up the news, hoping to obtain this information by buying dealers.
Immediately, the news spread privately by Fan's Investment Group stated that once a dealer is found to have leaked information about this collaboration, cooperation will be suspended. In the future, the dealer and related parties will not be able to obtain any cooperation opportunities from Fan's Investment Group.
After the news spread, the media immediately went into an uproar, condemning Mangshi Investment Group for not respecting the media enough for blocking information so tightly, and stated that the media's right to know should not be trampled on.
There was a lot of discussion among the people, but the senior executives of Fan Investment Group were extremely happy, especially at this time, Fan Wubing was discussing the recent work arrangements with the senior executives. While talking about work, he let everyone drink Coke.
"Don't we have our own various drinks? Why drink Coca-Cola?" Davis said to Fan Wubing while drinking Coke, "Well, the Coke I drank today seems to be a little different. It feels good. Which bottling factory is this from?”
Davis is an authentic American who grew up drinking Coca-Cola. He naturally has an innate advantage in tasting Coca-Cola. He immediately discovered the difference and felt that the Coke he drank today was particularly refreshing and refreshing, so he was very happy. "Ziran sister-in-law" asked this question. After his reminder, everyone picked up the cup next to them, drank a few sips, and said it seemed good.
When Fan Wubing saw this, he smiled and said, "Well, this is probably a water quality problem. Next we will move into the discussion of substantive issues, which is the main content of this dealer meeting."
"Boss, what activities have you arranged?" Everyone was a little curious. The media had reported this matter recently but couldn't get the point. The senior management didn't get the slightest hint from Fan Wubing. They couldn't help but be surprised. Fan Wubing didn't know What kind of medicine is sold in this gourd? "I plan to make Coke - that's what you are drinking now -" Fu Wubing replied with a smile. "Ah?! No way." Everyone was shocked, with doubtful expressions on their faces.
Although everyone knows that Mang and Wu Bing are powerful, no one has done this kind of thing in a hundred years. How can Fan Wu Bing be able to say that he has done it? Isn't this something he deliberately brought to prank everyone? Could it be said that this year’s April Fool’s Day is too exciting?
Everyone looked at each other with expressions of confusion. Some people tried the taste of Coke again, but they couldn't taste any different feeling. They couldn't help but feel a little strange. They didn't know whether what the boss said was true or false. "Of course it's true. When have I ever had diarrhea while doing something?" Fan Wubing said calmly, "Although I don't know the formula of Coca-Cola, I will launch this product at the dealer conference this time. Let’s think about it, what name should we give it?”
Davis still didn't quite believe it, so he immediately asked someone to bring Coca-Cola over, unscrewed it and drank two sips, then went to taste the Coke brought by Fan Wubing, and after comparing them for a long time, he came to the conclusion that the Coke brought by Wubing was in the same style as Coke, but tasted better.
"In fact, there is no difference in taste, it just feels a little better." Davis touched his hair in distress, and it was difficult to think of how Fan Wubing did it for a while.
In fact, Fan Wubing added several extracts of Chinese patent medicines to the original ingredients, which created the effect of refreshing and invigorating the qi, causing the Coke to undergo a subtle change in essence, and the feeling expressed by this change is an indescribable oral pleasure. "How to say it? It feels like a first kiss?" After the millet, Davis reluctantly found an adjective.
When he said this, he immediately received a wide response. Everyone thought that this description was very appropriate, and it might as well be used in advertising. A group of people were even considering who should be selected as the image spokesperson. As for the name, no one thought much about it and directly named it FANsL, Fans Cola.
In fact, before this, domestic brands such as Feichang and Er or Tianfu Cola also had a lot of market share, especially Feichang Cola, which had to bite off a piece of the cake from the carbonated beverage market monopolized by Coca-Cola, which was not easy.
Two years ago, after more than ten years of experience, Wahaha felt that it had grown up and had the conditions to compete with the world's major brands. After more than two years of careful research and development, it launched its own cola, Wahaha Feichang Cola. Since its production, Feichang Cola has emerged as a dark horse. Its annual production and sales have exceeded tens of thousands of tons, forming a three-legged tripod with Coca-Cola and Pepsi-Cola, breaking the predictions of some people when Feichang Cola was launched on the market that "Feichang Cola must die" and "Feichang Cola is very ridiculous", and also breaking the myth of Coca-Cola's invincibility. Feichang Cola's current annual sales are around 2 billion yuan, which can be regarded as a dark horse in the domestic carbonated beverage market.
However, Wubing always thinks that the positioning of Feichang Cola has always been to play the patriotic card and emphasize localization. Such a promotional strategy is a bit petty. Moreover, whether they admit it or not, Chinese people generally think that foreign products are better than local products. Some people think so strongly, but some people think so subconsciously. Although Feichang Cola is not much worse than Coca-Cola and Pepsi in taste, people just like to drink Coca-Cola and Pepsi, but they don't care about Feichang Cola. Feichang Cola's sales direction is mainly in the rural market, and it is not popular in big cities.
In addition to the consumer psychology that people subconsciously think that drinking foreign cola is more fashionable than local cola, more importantly, there is a big problem with the positioning of Feichang Cola, because the consumer group of cola is young people, and for young people nowadays, fashion, personality, and self are the most acceptable views to young people, but from this point of view, Feichang Cola is indeed a bit rustic.
In fact, for most people, cola is just a carbonated beverage, which itself does not have much culture. But why do some consumers only drink Coca-Cola and Pepsi, but not Very Cola, which are both very common carbonated beverages? The key to the problem is that in the process of market cultivation and competition for more than a hundred years, Coca-Cola and Pepsi have consistently positioned their core target consumer groups on the young generation who subvert traditions and have a flamboyant personality. They have also spared no effort to use sports and pop music, two of the most favorite things of young people, as carriers of cola culture for brand communication, and have tightly bound their brands and consumers together through music and sports.
This publicity method has given Coca-Cola and Pepsi extremely rich connotations beyond their products, and has given them a vibrant, young, fashionable and vigorous image. These connotations and images are actually an appropriate expression of the cultural preferences of the young people in mainland China, and are also an outstanding performance of the cultural marketing of Coca-Cola and Pepsi.
Fan Wubing and other senior executives unanimously believed that if they wanted to break the traditional stereotypes in one fell swoop, tear a big hole in the market controlled by Coca-Cola and Pepsi, and continuously expand the market share of their own products, they had to do something ingenious. At least, it is necessary to imitate Coca-Cola's advertising strategy, and at the same time, it is necessary to have your own unique actions.
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