Among all kinds of advertisements in 2000, drug advertisements were rich and colorful, among which the star advertisement of "Gaizhonggai" oral liquid was particularly eye-catching. In this year, Harbin Pharmaceutical Group invested 1 1 100 million yuan in advertising fees, and achieved a sales success of 8 billion yuan with a profit of 20 million yuan. In 200 1 year, Harbin pharmaceutical group invested another 500 million yuan in public service advertising expenses, accounting for about half of the annual advertising expenses.
The advertising strategy adopted by Harbin Pharmaceutical Group is like a one-pound time bomb, which has produced great repercussions in the field of marketing and advertising practice. Some people exclaim that this is an almost crazy business venture, and the rapid rise and demise of Qin Chi and Edo is a good lesson. Although Liu, the boss of Harbin Pharmaceutical Group, has repeatedly said that this is part of their brand strategy, this unusual move has indeed left more room for people to think.
Since 2000, the competition in China health care products market has reached a white-hot level, and various health care products are flooding the whole market. Most people in China are short of calcium and zinc, so they need to be supplemented. This way of selling "concepts" has indeed produced a relatively large shock wave. For a time, various manufacturers, such as Giant Brain Platinum, Giant Calcium, Gaizhonggai and Glucose Sanjing Oral Liquid, tried their best to expand their market share and beat their competitors, which was no less than "competing for the Central Plains" in those years. As one of the main products of Harbin Pharmaceutical Co., Ltd., "Gaizhonggai" oral liquid has won its own brand and taken the lead in the health care product market, which is very urgent. They finally came to the conclusion that during the introduction period of the product, they adopted unusual advertising strategies to make the product reach the peak at the fastest speed and fought a beautiful market blitz. This strategy really overwhelmed other manufacturers at that time, and domestic people soon knew the brand of "Gaizhonggai". Harbin Pharmaceutical's advertising campaign is unusual, and its success mainly depends on three reasons:
1. Put in a lot of advertisements during the product introduction period. The annual advertising fee of Harbin Pharmaceutical Group is as high as 1 1 100 million yuan, and it is difficult to find the second case in China today. Some successful examples show that it is difficult to launch a brand without the backing of high advertising.
2. Take advantage of consumers' worship and emotional recognition of big-name stars. They invited Pu Cunxin, Gong Li and other film and television stars who have a good impression on the audience to shoot advertisements to enhance product awareness.
3. Clever use of media time, take turns carpet bombing. Harbin Pharmaceutical Co., Ltd. launched their star advertisements in various time periods of TV channels, mainly in prime time, which made consumers have nowhere to escape, thus improving the attention rate of products.
Case 2: Sony seized the market demand and fully implemented the market notification strategy.
In 1970s, Sony Corporation of Japan seized the urgent demand of young people for mini players to meet the demand of listening to music, and launched Walkman without losing time. After the new products enter the market, the company uses a lot of advertisements and public relations propaganda to enhance young people's understanding of the products, arouse consumers' interest and increase the impulse to buy. Walkman soon became the fashion pursued by young people.
Case 3: Motorola uses suspense advertisements to highlight brand awareness.
When Motorola entered the Shanghai market in the early days, it did a series of magnificent suspense advertisements in Liberation Daily. 199310/0/0.9, the advertisement made a headline in the picture of "the vast sea of people" in the form of a full page: "Do you want to know who is looking for you? Grasp next week's newspaper! " 65438+1October 1 1, the second advertisement was released for the first time in the form of two full-page seams, and it was still the background picture of "a vast sea of people", except for the headline "Do you want to know who is looking for you?" Motorola tells you! "The basic situation of the copywriter Motorola, a brief introduction. This is a typical product introduction advertisement.
Similarly, there is an advertisement for headache tablets:
1977 On the day of Women's Day, Taipei Family Education Association announced the establishment of a "Protect You" telephone line to provide women with services such as safety, legal knowledge, medical care, psychological counseling and employment counseling. This move of the association has aroused encouragement and praise from all walks of life.
At this time, a headache tablet computer-Baifuning suddenly released a batch of advertisements. The title of the first suspense advertisement says "Who will protect you"? A day passed, and then the second book was published. A full-page advertisement in the newspaper said, "Baifuning will always protect you when you catch a cold." Since then, we have continued to publish some small-scale advertisements, pleading with consumers to remember these two sentences.
People who pay attention to advertisements and are interested in studying advertisements appreciate this headache tablet. This set of advertisements can not only gain the effect of expanding popularity and increasing sales. It is also conducive to deepening the impression of the "protect you" special line in society. On the contrary, when people talk about the "protect you" line, they can also deepen their impression of this headache tablet. This advertising strategy of Baifuning is really clever.
Case 4: The most typical advertisement in the lead-in period-"Yang Yangyang Hengyuanxiang"
"Heng Yuan Xiang, Yang Yang", almost no one does not know this advertisement. There is no doubt that during the introduction period of Hengyuanxiang products,
Played a very good role. This advertisement was broadcast in the prime time of CCTV, and it was repeated three times each time, so that people all over the country quickly knew the brand.
In the introduction period of products, enterprises' advertising demands for products must be based on letting consumers know, which is also the main task of advertising at this stage. Only when consumers reach the recognition of products can they rely on brands. Mr. Liu Yongju, a marketing expert, said: It only takes 18 days for a product to be known by consumers, which is the key for a product to enter the market. In this period, it is necessary to let consumers know about products, their functions and the product concepts appealed by advertisements.
Case 5: advertising analysis of floor (sharpening cloth) products.
This is an advertisement for product information. By investigating its performance during the product introduction period, we can see that the income of the advertisement is inaccurate and unreasonable.
Generally speaking, product advertisements that inform the interests are:
1. Communicate the functions and methods of products;
2. Know the benefits of products to consumers;
3. Inform the result that benefits can be transformed;
4. Inform the brand and price of the product;
5. Inform the quality and origin of products.
These five aspects basically include the way of informing the interests of product advertisements. However, the print advertisement of "sharpening cloth" did not clearly inform consumers of the benefits. Specifically, the appeal of this product is "a thousand pieces, but what can I do?" Creatively speaking, it still has its own characteristics, but this advertisement wants to express that this product can sharpen the knife faster, and to convey the function and usage of the product, rather than the contradictory relationship between "knife" and "sharpening cloth", and it will not be linked with the floor.
There seems to be another way of thinking here, that is, "scraping" is harmless, which shows that the product of "sharpening cloth" is firm, but the advantage of this product is to sharpen the knife, not to wear it out.
Obviously, this advertisement is biased in creative planning and fails to accurately convey the benefits of the product, because consumers should want a faster knife, not a stronger sharpening cloth.
Case 6: the crowd positioning problem of functional product promotion
Strategic analysis: functional products should introduce the functions of the products at all stages of their lives in detail; Just because of the different product stages, there are some differences in the expression methods. Then, in the product introduction stage, the function of the product is mainly introduced; After consumers know it, introduce the function and brand of the product together. In this way, we will not confuse our own brand products with other brand products in function, nor will we let the market we have worked so hard to create be easily taken away by others.
Analysis of "Zhishitang" brand health care product Liuwei Dihuang Pill
In the background of a tall building, a man with a confident smile is dialing a mobile phone. Then, all kinds of chairs appear on the screen in turn. With the narration, subtitles appeared: the secret of a successful man is ... I saw that man sitting in a chair leisurely and smiling at the passing cars on the side of the road. Close-up of Tang Shiyi Liuwei Dihuang Pill in a man's hand. Narrator: Tang Shiyi brand Liuwei Dihuang Pill. Then there is an old man smiling and stroking his long beard. Accompanied by the narration, the subtitle reads: The secret of prolonging life is ... the close-up of the chessboard. It turns out that two old people are enjoying playing chess. The old man is holding Tang Shiyi Liuwei Dihuang Pill, and the camera is close-up. Narrator: Tang Shiyi brand Liuwei Dihuang Pill.
Mother and daughter are standing in front of a restaurant. The daughter is young and beautiful, and the mother is more charming and beautiful than her daughter. With the narration, the subtitles were printed: the secret of youth and beauty is ... the close-up of Tang Shiyi Liuwei Dihuang Pill in their hands. Narrator: Tang Shiyi brand Liuwei Dihuang Pill. Finally, the man, the old man, the mother and the daughter stood together and asked in unison, "Did you eat Tang Shiyi Liuwei Dihuang Pills today?" The picture fades, enterprise standard edition.
The advertisement of "Liuwei Dihuang Pill" is a mistake in market positioning. Judging from the actual operation of advertising, when planning every advertisement, market positioning will be carried out first, and market positioning is actually consumer positioning. We need to know who this advertisement is for first. If this positioning is not accurate, the whole advertisement will lose its meaning.
In the promotion and positioning, we must first consider who the product is for, that is, who is the consumer? Then determine the promotion crowd. Because different products are aimed at different people, each product has different positioning in promoting people. The positioning of this "Liudihuang Pill" advertisement is very vague, and it is difficult to see who it is sold to. There are men and women; There are old people and children; It seems to be comprehensive and has been "fixed", but if you analyze it carefully, you can see the problem.
First, there is no distinction between products, and everyone can eat them, which dilutes the rational components of products and makes them emotional. Perceptual shaping is to shape brands, not products. This advertisement has neither shaped the brand nor the product.
Second, in the marketing operation, the promotion targets are selective, and not all consumers are promotion targets. If it is a product that most people can eat, we should choose young people in crowd positioning. The reasons are: (1) young people accept new things quickly; (2) Fashion requirements of products; (3) Young people still have a long time to grow up, which is conducive to the future development of corporate brands, that is, the number of people receiving product education will increase year by year, and the accumulated brand population will be large; (4) Children will not take the initiative to buy rational products, so they should not be the object of promotion; (5) Old people are slow to accept new things and have poor consumption concepts. Moreover, the concept of health care was established when they were old, and the brand continuity was weak. (6) Educating old people and children may lose the whole market, because young people and middle-aged people will refuse, but educating young people may be accepted by the whole population.