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霸王凉茶的可取之处  

2010-05-25 11:14:58|  分类: 客户跟踪 |  标签: |举报 |字号 订阅

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霸王凉茶的可取之处 - 张桓 - 张桓(HUAN)女性营销博客

 霸王凉茶甫一推出就引起了很大的争议,老张也在围脖上对其战略进行了质疑,觉得其将和茅台啤酒一样很容易夭折。但最近突然很冷静的在思考,霸王的万玉华难道不知如此浅显的道理,是什么原因促使她做了霸王凉茶这样的决策?我们不妨放弃专家的立场,尽可能站在企业经营的逻辑去思考、内省、学习下,看有什么收获。

 

1、凉茶市场存在“第二”空间。

凉茶市场的空间是巨大的,而中国的凉茶显然没有第二品牌,除了王老吉之外,其余凉茶品牌都很弱小,并没有发展起来,而霸王如果可以抢占凉茶第二品牌的空间,其销售业绩可能媲美霸王洗发水,因为凉茶等饮料市场的容量比洗发水大得多。

霸王在重大的凉茶市场面前,没有理由不耐得住寂寞。

 

2、延续中药世家的传承。

霸王一直宣导自己是“中药世家”,并认为是“中药世家”而非“防脱发”是霸王与宝洁系列洗发水的差异化定位。在这样的逻辑下,万总有理由相信“中药世家”不仅在洗发水,也将会在凉茶饮料市场具有巨大的号召力,霸王凉茶的推出理所当然。

 

3、强大的营销经验。

霸王洗发水可以强势崛起,其营销团队、营销策略、营销魄力等功不可没,是霸王在终端与宝洁在争斗,是霸王在广告投放上与宝洁想媲美,是霸王的导购霸王花多于宝洁促销人员。甚至,霸王的营销渠道之深、之密、之广,非一般企业所能比拟。

霸王没有理由不自信,没有理由不认为可以可以COPY霸王洗发水的营销经验,再下一城。

 

4、聘请当红男星甄子丹。

无论是霸王的成龙、追风的王菲还是现在的甄子丹,霸王显然尝到了聘请一线明星的甜头,无论是消费者还是经销商还是买账的。而甄子丹凭借叶问迅速由二线到一线功夫明星,霸王抢得正是时候,他们没有理由不得意。

 

5、系列产品线。

霸王认为他们比王老吉拥有更多口味和规格包装的凉茶,显然更容易满足不同需求的消费者,而且在超市做陈列时也有气势,一如洗发水一样,分了很多系列。这个应验他们应用到凉茶品类上来是再自然不过的事情。

 

综上所述,可能霸王上凉茶这个项目,其潜在的逻辑及推论还不知以上五点,甚至可能从行业趋势到消费调研他们拿到了很多肯定的数据和机会后,他们才注册了1.8亿港币的霸王饮料有限公司,相信他们的逻辑、他们的报告更加严谨,所以老张再次不再赘述。

 

但有几个建设性意见,提给霸王凉茶。

 

1、凉茶最好换一个品牌名称。

因为霸王已经等同于洗发水,就如海飞丝等同于洗发水不可能出品薯条或者饮料一样,但这并不妨碍宝洁可以拥有品客薯条等品牌。

消费者的认知大于事实,霸王不能用逻辑和事实进行验证或者教育消费者:霸王凉茶好喝有回甘。

 

2、站在王老吉对立面。

王老吉已经是凉茶第一品牌,霸王这个凉茶不妨可以站在王老吉对立面:女人喝的凉茶,以衬托和映射王老吉是男人喝的凉茶。其实凉茶市场完全可以细分,何况很多时候女人更注重健康,更愿意在酒桌上或者其它场合喝凉茶,在凉茶领域,同样得女人者得天下。仅仅是靠功能细分而抢占凉茶第二的策略已经失效,必须通过人群细分定位,把握住下一轮最具核心价值消费群:女人,才会有机会成为凉茶第二。

 

3、除了商超,餐饮等渠道也应加强。

餐饮渠道除了可以贡献较大的销量外,更是很多核心目标人群聚集地,也是凉茶消费的源头,如果霸王的凉茶可以在餐饮渠道如“天地一号”一样“冲击”到王老吉的话,那么其在凉茶市场将很容易有所作为。

 

中国出了个霸王这样的民族品牌不容易,我建议和呼吁一些专家学者尽可能站在客观的立场为霸王提供一些建设性意见,而非仅仅不看好唱衰之类的言论。

 

A Saving Grace of Bawang Herbal Tea

There was great dispute in the market once the Bawang Herbal tea was launched, Lao Zhang also called into question about its strategy on his micro-blogging, supposed it would be easily ended up business like Moutai Beer.  However he suddenly thought this matter back recently, didn’t Ms. Wan Yuhua know such easy logic? So what was the reason caused her to make such decision on Bawang Herbal Tea? Why don’t we give up standpoint as professionals, and use logic of cooperation operation to think, introspection and learn as far as possible, to see if we can gain something as harvest.

1There’s space for the ‘Second’ on herbal tea market

Space of herbal tea market is huge, but obviously there’s no other brand in China besides Wong Lo Kat, as other herbal tea brands are so small and weak, and with no development.  So Bawang can take over the second brand in herbal tea market, its sales figure probably rivals Bawang shampoo, because capacity of herbal tea and beverage market is greater than shampoo market.

There’s no reason for Bawang to take no action in front of significant herbal tea market.

2. To extend inheritance of aristocratic family in Chinese herbal

Bawang always claim itself as ‘Aristocratic Family of Chinese Herbal’, and also believe ‘Aristocratic Family of Chinese Herbal’ rather than ‘anti- Alopecia’ is differentiation in positioning of shampoo brand between Bawang and P&G.  In accordance of such logic there’s no doubt for GM Wan to believe ‘Aristocratic Family of Chinese Herbal’ will not only work on shampoo, but also be coordinated in herbal tea market with reason, the launch of Bawang herbal tea was deservedly.

3. Strong Marketing Experience

The marketing team, marketing strategy and marketing courage of Bawang were contributed for strong rose of Bawang shampoo.  There’s fighting between Bawang and P&G in sales terminal. There’s competition between Bawang and P&G in advertisement release.  There is more sales staff of Bawang than of P&G.  Even, the depth, density and scope in marketing channel of Bawang are not comparable with other general cooperation.

There’s no reason for Bawang to be unconfident, no reason to believe the marketing experience can be copied from Bawang Shampoo, for their next victory.

4Invite Popular Actor Donnie YEN

No matter with Jackie CHAN of Bawang, Faye WONG of Royal Wind or the present Donnie YEN, obviously Bawang has tasted honey by inviting the first line celebrities, as they are popular no matter on consumer side or distributor’s side.  Bawang did the right thing at the right time, as Donnie YEN become first line Kung-Fu star because of the file Yip Man, there’s no reason for Bawang to be pleased.

5. Serial Product Line

Bawang considered they have more flavors and packages in herbal tea than Wong Lo Kat, obviously they will easily meet different demands, as well as the great momentum in display, just like the fact as many serials in shampoo product.  It is reasonable for them to apply the above logic on herbal tea product.

In conclusion, probably on the project of Bawang Herbal Tea, its potential logic and inference are more than the above five points, maybe they register the Bawang Beverage Co.,Ltd which valued HKD $180 million after they have many absolute data and opportunities from market trend by consumption survey, believe in their logic as their reports are more strict, so Lao Zhang will not talk about on this point any more.

But there’re some positive suggestions for Bawang Herbal Tea:

1It will be better to change to another brand name for herbal tea product.

Due to the fact that Bawang equals to shampoo, like Head & Shoulders equals to shampoo and there’s impossible for them to launch chips or beverage, however it will not obstruct P&G to keep chips brand like Pringle’s.

Consumer’s cognition is greater than the truth, Bawang can not test and verify or even teach consumers by logic and truth: Bawang Herbal Tea is good and sweet for taste.

1Stand opposite of Wong Lo Kat

As Wong Lo Kat is now the first brand of herbal tea market, Bawang Herbal Tea might as well to stand on the opposite side of Wong Lo Kat: Herbal Tea for women, to set off Wong Lo Kat is the herbal tea brand for man. Actually the herbal tea market can be subdivided, besides women pay more attention on health matters in most of the time, more willingly to drink herbal tea on every different occasion. To acquire women equals win the market also applies to herbal tea market.  Only rely on strategy of function subdivision to grab the second herbal tea has already inactive, instead it must through consumer subdivision for position, there’s opportunity to be the second brand of herbal tea to hold the most core value of consumer in next round: women,

1Excepts supermarket channels should be enhanced like dining

Dining channel can not only contribute much more sales volume, but also the gathering place of target consumer, as well as the source of herbal tea consumption.  If Bawang Herbal Tea can win Wong Lo Kat like the same case applies to “Tiandi No.1”, then it will be easily to accomplish something in herbal tea market.

It was not easy to have Bawang as national brand in China, I suggest and appeal some professionals may provide positive suggestions by objective side as far as possible.

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