Top Ten Classic Successful Marketing Cases in History 1
? Transfer marketing
? The traditional product of Shanghai Industrial Sewing Machine Co., Ltd. is difficult to maintain because of its high cost. Decided to transfer the sewing machines that the company is difficult to produce in Shanghai to the mainland with low production cost to establish a production base. The production cost of such a pack of needles was reduced to 0.3 yuan, which greatly enhanced the market competitiveness, thus regaining the lost market.
? Top Ten Classic Successful Marketing Cases in History II
? Limited marketing
? Japanese car companies have launched classic and unique styles? Le figaro? New car, very popular. Instead of desperately increasing production and expanding scale, the company publicly announced that it would only produce 20,000 cars a year and sell them in limited quantities. As a result, orders surged to more than 300,000 vehicles. To be fair, the company draws lots for all subscribers, and the winner can be the lucky one to buy this car. As a result, products are in short supply and the market is tight, so that enterprises always maintain their advantages.
? Xinhua Fur Factory in Jining, Shandong Province didn't go with the flow in the predicament. One year, China's fur production and export were compressed and domestic sales were not smooth. Many manufacturers stop buying and compete to sell at lower prices. After investigation and analysis, sizing up the situation and reverse marketing, the factory borrowed 4 million yuan and bought it at a low price. A few months later, the market demand rebounded, the price of fur rose, and the factory made considerable profits.
? Top Ten Classic Successful Marketing Cases in History 3
? Cultural marketing
? The microwave oven produced by Galanz Group is a new product. In order to tap the potential market, the group has launched a large-scale microwave oven knowledge promotion activity all over the country, introducing microwave oven knowledge in all directions. In addition, it has compiled the world's most comprehensive microwave oven cookbook, 900 microwave oven use cases and cookbooks, and given away hundreds of thousands of free copies together with the book How to Choose a Microwave Oven, which has made Galanz deeply rooted in people's hearts. The market share is far ahead.
? Top Ten Classic Successful Marketing Cases in History 4
? Start marketing
? Hisense Group has learned through in-depth investigation that color TV sets have great development potential in rural areas. Therefore, the group has formulated a marketing strategy to start the rural market in an all-round way and put it into practice quickly. In view of the special situation in rural areas, they developed color TV sets with high sensitivity, wide power supply adaptability, good reliability, low power consumption and appropriate price, which met the special needs of farmers for product price and reliability to the greatest extent, opened up a broad rural market and achieved remarkable economic benefits. An important factor of McDonald's success is its clear marketing orientation-mainly for teenagers, especially children. They carry out various promotional activities according to the characteristics of teenagers and children, such as happy birthday parties and giving away McDonald's toys, so they stand out from the market competition.
? Top Ten Classic Successful Marketing Cases in History 5
? Profound marketing
? There is a chocolate company in Japan that wants to cultivate Japanese youth. Valentine's day? Habit, but the effect is not ideal, but the company has determined a strategic direction and persistently publicized it? Valentine's day? Finally, I achieved my goal. Now, where are young people in Japan? Valentine's day? Giving chocolates to each other has become a trend, and the company's chocolate sales have soared and its business has become more and more prosperous.
? Top Ten Classic Successful Marketing Cases in History 6
? Characteristic marketing
? There is a little-known shop in America. Many clothing stores are optimistic about operating high-end clothing, but they do the opposite, specializing in spare parts and single-piece clothing produced by large clothing manufacturers. The specifications are not matched, and other stores are unwilling to take care of them. What do the shops sell? A price? Our marketing strategy is that all clothes, regardless of style, specification and color, are sold at a price of $6, which meets the needs of most consumers and production has flourished since then.
? Top Ten Classic Successful Marketing Cases in History 7
? Price limit marketing
? Jiangsu food market city, a three-star city in Nanjing, stipulates that 2 16 delicious dishes of each faction are hosted by famous chefs, and customers can choose any number.
? When paying the bill, how did it go? Maximum consumption limit? 50 yuan per person, no charge for excess consumption. If the per capita consumption is less than that of 50 yuan, it will be charged according to the actual consumption. This move is well received by consumers, and the food city is full of customers every day.
? Ten Classic Successful Marketing Cases in History 8
? Lending marketing
? Johnson developed it? Makeup cream? When will you adopt? Shine by name? The way to sell. He drew up an advertisement: When you have used Frey's powder makeup cream, you will get unexpected results. ? This advertisement seems to promote Foley, but it is actually promoting itself. In less than half a year, Johnson became famous and quickly occupied the American black cosmetics market.
? Ten Classic Successful Marketing Cases in History 9
? White and black? Treating colds is either black or white.
? 1995, the sales of "White Plus Black" exceeded1600,000 yuan only after 180 days of listing, which divided the market share of 15% in the crowded cold medicine market and became the second brand in the industry. This is a miracle in the history of marketing communication in Chinese mainland, and this phenomenon is called "white plus black" impact.
? Generally speaking, in a homogeneous market, it is difficult to find a "unique selling proposition" (USP). There are many similar drugs in the cold medicine market, and the market has been highly homogeneous, so it is difficult to make a substantial breakthrough in both Chinese and western medicines. Contac, Livzon, Sanjiu and other "big names" only occupied a piece of land by virtue of a strong advertising offensive, while Gaitianli, a pharmaceutical company with weak strength, came from behind in just half a year. The key lies in its brand-new product concept.
? "White plus black" is a good idea. It seems simple, but cold medicine is divided into white tablets and black tablets. The sedative "chlorpheniramine" in cold medicine is put in black tablets, and others are not done; Actually, it's not simple. Not only is it very different from competitive brands in appearance, but more importantly, it conforms to the lifestyle of consumers and achieves the strong communication effect of Lenovo.
? With the help of advertising companies, "white plus black" has determined a simple and clear advertising slogan: "Treat colds, black and white", and the core message of all advertising communication is "Eat white tablets during the day, not sleepy; Shoot black films at night and sleep soundly. " The product name and advertising information clearly convey the product concept.
? Top Ten Classic Successful Marketing Cases in History 10
? Where's Shu Later, it became the dominant player in the soap market.
? 1March 1992, Shufujia entered the China market, while Lux, which entered the China market as early as 1986, has firmly occupied the soap market. However, just a few years later, the later "Shu Fujia" abruptly pulled "Lux" from the throne of soap overlord. According to the data of 200 1,
? There are many successful factors of Shu Fujia, but the key is to find a novel and accurate concept of "sterilization".
? When Chinese people just started to wash their hands with soap, Shu began a "education work" for more than ten years, demanding that China people really wash their hands? Visible stains have been washed and fished out, but have you washed away invisible bacteria?
? In Shu's marketing communication, taking "sterilization" as the axis concept, he appeals to "effectively sterilize and protect the whole family", telling everyone that many bacteria will be infected in life through the scenes of playing football, squeezing cars and carrying gas in advertisements, and then "scaring you" with bacteria under a magnifying glass. Then, Shu Fujia proved that Shu Fujia can make you wash your hands through rational appeal and the experiment of "Dibaofu containing antibacterial ingredients".