With the acceleration of urbanization and the improvement of living standards, the topic of healthy drinking water has attracted more and more widespread attention. Water is the source of life and the foundation of all things. Drinking healthy and fashionable water is gradually becoming more and more popular. Become the first-class knowledge of consumers. Below I will share with you a case analysis of Nongfu Spring marketing. I hope you will be satisfied.
Nongfu Spring Marketing Case Analysis 1
Marketing Plan
1. Quality Strategy
Nongfu Spring adheres to the pure natural concept and never uses A drop of city tap water. Nongfu Spring currently has four main water source bases: Qiandao Lake in Zhejiang, Danjiangkou in Hubei, the South-to-North Water Diversion Base, Wanlu Lake in Guangdong, and Changbai Mountain in Jingyu County, Jilin Province.
The first three are all surface reservoir water sources. Four are natural mineral water sources.
2. Brand strategy
《1》Actively establish a good image and promote three major concepts
(1) Environmental protection concept
? Nongfu Spring never uses city tap water, and every drop of Nongfu Spring has its source. Nongfu Spring believes that only good natural water sources can produce high-quality bottled drinking water. Drinking water containing natural mineral elements best meets the needs of the human body and is incomparable to any artificial water currently available.
(2)Natural concept
? Adhere to the water source to build factories and water source to produce. Each bottle of Nongfu Spring is clearly labeled with the water source to ensure consumers’ right to know. Nongfu Spring insists on establishing production bases in deep mountains and dense forests far away from cities, and all production processes are completed in water source areas. Every bottle of Nongfu Spring you drink has gone through a long transportation route and come from nature. Currently, Nongfu Spring occupies four major high-quality natural drinking water sources: Qiandao Lake in Zhejiang, Changbai Mountain in Jilin, Danjiangkou in Hubei, and Wanlv Lake in Guangdong.
(3) Health concept
Nongfu Spring only produces natural weakly alkaline healthy drinking water and firmly opposes adding any artificial minerals to the water. The World Health Organization's "Drinking Water Quality Guidelines" state that regardless of whether the diet is rich or not, the human body must absorb a certain proportion of minerals and trace elements from drinking water. Therefore, Nongfu Spring believes that drinking water should contain comprehensive, balanced, and natural mineral elements needed by the human body, and opposes adding any artificial minerals to the water.
The natural aquatic products of Nongfu Spring come from Qiandao Lake, Danjiangkou, Wanlu Lake Reservoir, etc. They are simply filtered and do not change the nature of the water. They retain the natural characteristics of the water source. According to China's "General Principles of Beverages" ( GB10789-2007), it belongs to "Other Natural Drinking Water". There is currently no national standard. Therefore, the quality of the product is guaranteed in accordance with corporate standards or local standards. Since it comes from a natural water source protection zone, the protection of the water source is very important. Nongfu Spring Company has signed a water source protection agreement with the local government to ensure that the factory will not cause secondary pollution of water sources. It also cooperates with national policies to actively engage in water source protection work to avoid product quality problems caused by unstable water quality.
Nongfu Spring currently has four main water source bases. In addition to the well-known Qiandao Lake in Zhejiang, there are also the South-to-North Water Diversion Base Danjiangkou in Hubei, Wanlv Lake in Guangdong, and Cuocao in Jingyu County, Baishan City, Jilin Province. Spring, the first three are surface reservoir water sources, and the fourth one is natural mineral water source. The four words "Nongfu Spring" have nothing to do with the generally recognized mountain spring water. The word "Nongfu Spring" is just a universal trademark. Due to the expansion of the market, Nongfu Spring also produces general beverages in these four natural water source protection bases, including Nongfu Orchard, Nongfu Tea Garden, Screaming Sports Drink, Water-soluble C100 and other products, adopting a diversified marketing strategy.
《2》Involved in Sports
Nongfu Spring has always had a deep connection with sports. In addition to regular marketing theme communication, sponsoring sports competitions is also an important marketing measure for Nongfu Spring.
One of them is sponsoring the French World Cup in 1998, sponsoring the 45th World Table Tennis Championships in 1999, and sponsoring the Chinese sports delegation at the Sydney Olympic Games in 2000. These public welfare sponsorship activities have also played a role in improving the Nongfu Spring brand. Not a small boost. But what really forms the overall strategy is the major move of sponsoring the 2008 Chinese Olympic Bid Delegation and becoming the designated "honorary sponsor" of the Chinese Olympic Committee. Sponsoring the 2008 Olympic bid in Beijing, China, is of strategic significance. A successful Olympic bid will naturally have extraordinary and far-reaching strategic significance for sponsors. Even if the bid fails, it will earn enough attention and win a lot of recognition in the process of bidding. , the negative impact of a failed Olympic bid will naturally not be passed on to the sponsors. Therefore, sponsorship is an almost risk-free thing.
Sponsoring the Olympic bid is only the beginning of the overall strategy. The key is how to make good use of the major event of sponsoring the 2008 Olympic bid and dig out distinctive themes. In this regard, Nongfu Spring is undoubtedly a master of marketing. Nongfu Spring named them in early 2001, and the National Olympic Committee notified world champions Kong Linghui and Liu Xuan by administrative order to serve as Nongfu Spring's Olympic bid ambassadors. This move is enough to illustrate Nongfu Spring’s unique thinking and extraordinary relationship with the government.
Nongfu Spring Marketing Case Analysis 2
Price Strategy
Nongfu Spring’s unique selling proposition has established its high-price price strategy, with the retail price of each bottle always being 1.8 Yuan and above, maintaining the image of a high-priced brand. In 1998, when the competition in the bottled water market was so fierce, it was not easy for Nongfu Spring to open the market with an extraordinary creative advertisement. Its success is worth recalling. In order to cooperate with the "One Cent" campaign, the price was reduced to 1 yuan per bottle, effectively cooperating with the "One Cent" campaign, and at the same time, it also directly launched a price war with purified water.
Unique advertising creativity
After Wahaha and Robust purified water’s advertising wars in 1996 and 1997, their products have established a relatively solid position in the minds of consumers. The brand Awareness is very high, sales channels are very mature, and the breadth and depth of the network are unmatched by ordinary regional brands. In 1999, Wahaha Purified Water launched another commercial with "Only You in My Heart" performed by singers Mao Ning and Chen Ming, still following the celebrity and music route; Robust Purified Water continued to strengthen its unique sales proposition of 27-layer filtration and increase its market share. further consolidate. At this time, competition in the drinking water market is fierce.
In April 1998, a pure water advertisement appeared on CCTV, which attracted widespread attention from consumers. This is Nongfu Spring. In this advertisement, which shows the unique bottle structure and drinking method of Nongfu Spring, Nongfu Spring puts forward the unique appeal that "Nongfu Spring is a little sweet". In terms of creative expression, it uses a suspenseful storyline to vividly express the unique drinking method of Nongfu Spring, and also puts forward the unique sales proposition of "Nongfu Spring is a bit sweet". The product has not yet been launched on the market, but advertisements have spread the name of Nongfu Spring throughout the country, and the slogan "Nongfu Spring is a bit sweet" has also become a topic of discussion among consumers. It should be said that this version of Nongfu Spring's advertisement is the flagship of Nongfu Spring's series of TV advertisements. In a short period of time, Nongfu Spring's brand awareness has reached a level that is known to almost everyone. A detailed analysis of the reasons for its success shows that the most fundamental thing is that it embodies the characteristics of differentiation everywhere, from the personalized name of Nongfu Spring, to the way of drinking water by pulling the bottle cap, to the "a little sweet" flanking appeal. Nongfu Spring has achieved a unique image that is different from other drinking water; in addition, Nongfu Spring has also invested heavily in media advertising, including intensive advertising in national and local media, which has strengthened and established Nongfu Mountain’s unique sales proposition and image in a short period of time. .
Nongfu Spring avoided stardom and demands for water quality, but instead used a combination of sensibility and rationality to put forward a unique selling proposition that was “a little sweet”. This was indeed a very novel idea at the time. This strategy refreshes consumers and directs their attention from the texture of water to the taste of water. At the same time, this advertising slogan also lays a good foundation for subsequent communication, making the connotation of "a little sweet" With the evolution of the communication content, it has been continuously deepened and sublimated. It is not just that the taste is a bit sweet on the surface, but it is actually a reflection of the superior water quality.
In 1999, Nongfu Spring continued its differentiated marketing and communication strategy, but the communication theme gradually changed from "Nongfu Spring is a bit sweet" to "Drinking good water brings health", which highlighted the water quality and at the same time It also proves the essential reason why Nongfu Spring is sweet. From the perspective of appeal, Nongfu Spring's advertising in 1999 began to relatively weaken the concept of "a little sweet" in the initial stage of listing, but focused more on appealing to the source of water, the source of Qiandao Lake, through various creative expressions to make consumers recognize Nongfu. The mountain spring uses running water from the underground source of Qiandao Lake, which is real "healthy water". In addition, from the feature film of Nongfu Spring, we also saw the modern production line and reliable quality of Nongfu Spring. As an up-and-coming brand, Nongfu Spring has finally secured its third place in the national bottled water market share by virtue of its strong financial strength and flexible advertising methods.
The market changes in 2000 put great pressure on Nongfu Spring, because with the joint venture between Wahaha and Robust and Danone of France, its financial and management strength will be further enhanced. Under this situation, Nongfu Spring adopted an extreme marketing strategy, and the advertisement caused huge waves in the market as soon as it was launched.
In the latest version of Nongfu Spring’s advertisement, comparative experiments on plant growth were used to reflect the nutrient richness of natural water. Finally, Nongfu Spring announced that it would stop producing pure water. This advertisement caused a strong shock as soon as it was broadcast in the media. Not only other purified water manufacturers were very dissatisfied, but the media also reported and followed up in series, making it a hot topic for a while. In fact, Nongfu Spring only announced that it would stop producing purified water, but the subtext was to ask other manufacturers to also stop producing purified water, and even the entire industry to stop production. Regarding Nongfu Spring's approach, whether it was a hype or a challenge, in short, the sensational effect of publicity was achieved, and Nongfu Spring became the most eye-catching focus in the bottled water market in 2000. Nongfu Spring has always emphasized the product concept of natural water to distinguish it from pure water. The 1999 feature film emphasized that polluted water cannot be restored to its purest state no matter how purified it is, just like white clothes after they are stained. , no matter how clean it is, it cannot be restored to the original white level; in addition, Nongfu Spring often publishes soft science education articles in newspapers and media across the country, introducing the advantages of natural water, and secretly boycotting pure water; Nongfu Spring Shanquan believes that pure water contains almost no substances and is not good for human health, while natural water containing minerals and trace elements can significantly promote the growth of life.