Wong Lo Kat Lonely, Looking Forward To Her Second Child Early To?? Million Challenge To Wong Lo Kat
Worldwide prevalence of health awareness, creating cola market decline and health Beverages Rise
. Herbal tea, green tea, Juice , Coconut milk, grains and other herbs, plants gradually eroded cola drink beverage market. Wong Lo Kat is one of the legend, known as the "China Coca-Cola . "Learned, Wong Lo Kat this year expected to exceed 10 billion mark in sales. I am really envious of a number.At this time, numerous pharmaceutical, Health Products , Drinks, small Food Other enterprises are eager to launch its own brand of herbal tea, all vowed to do "herbal second child", "China's Pepsi." According to incomplete statistics, at least no less than dozens of brands.
Unfortunately, we have several years of observation, almost all FromEMKT.com.cn lack of effective marketing strategies, success is highly unlikely. New up and down, as thing of the past like, coming and going without a trace. Recently, a named "Wan Kat Music" of herbal tea brand, plan "Blue Storm" against Wong Lo Kat, attracted our attention.
Strategic point of view from the category, "Wan Ji Yue VS. Wong Lo Kat" The opposition strategy is not in place, there are eight mistakes in marketing strategy. That's enough not a threat to the Wong Lo Kat, and can not build a "Chinese Pepsi."
Mistakes I: name not in place
Named the first key to the success of marketing strategy. Wanji music, all the wrong words.
First, the "million" should not use the word, it's business named "10000-based" homophonic "Wan Ji", product names and company names are too close, when 10 000 Ji Yuecheng long, no longer conducive to mold into a strong independent brand, because the focus on business state differences, two names will contain each other. If the "million" words can also be forgiven if, after the words, consumers can not be forgiven.
Second, it should not use the boss Wong Lo Kat herbal tea category in the "Kat" is used. Wong Lo Kat's "Kat Hing hours of" innovative festival of Chinese brand marketing, has been occupied China, "luck and culture." Ji, belong to Wong Lo Kat, this is a matter of course.
Finally, I should not drink category with Coke boss "happy" word. Huan you dance again, singing another crazy, good time and then happy, to have Coca-Cola and Pepsi in the place it? Funny to "le" the young family, is a home-Cola camp skills. Music, are Coca-Cola, Pepsi, one hundred years, this is a recognized fact.
With "Ji", "music", which is the greatest tragedy of this name. As a latecomer, and leading brand name too close, was bound to fail, and the formation of opposing trend leading brands.
Error 2: opposite color is not in place
Lot of marketing people, only to see the face of Pepsi against Coca-Cola's red and blue, as long as the leading brand is red, then those who engage in confrontation, on the proposed blue. This is really not a small error!
Pepsi Blue is moving down the American flag, red, blue, white, colored by the representatives of the United States. To see American movies hero was: Superman, Spider narrow, Transformers, etc., no doubt there will be red, blue. This is the U.S. national soft power of publicity, China does not need the blue.
Blue, reminiscent of less than herbal tea, herbal, health, and more than Lenovo of China. Many important cultural tradition of Chinese people do not like this "10000 Blue Kat Music." Wan Ji Yue future use of the Chinese culture to promote their health, which goes against the culture of the blue, self-contradictory approach, it will form a cognitive impairment. (Now really met a big obstacle?? Tradition or innovation, 10000 Le Kyrgyzstan are in the middle of the mud.)
Select brand color should first grasp the nature category, according to the size associated with the category, sort. Then who try to select the front, and not to be occupied by color. In the category of herbal tea, no doubt, "Red China" is the category most valuable color, herbal tea is a tan, and red is a relatively close; more important is that red is the color of our national representatives. The category ranked second color should be green, not blue. Red, yellow, green, is the most "local" most "festive" colors, should see more of Northeast Younger, Guangdong lion, find out the "China-color"
Wong Lo Kat Lonely, Looking Forward To Her Second Child Early To?? Million Challenge To Wong Lo Kat
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