Import of cases Multi-brand strategy of the little nurse Before the little nurse was acquired by L'Oreal, the old owner was Shenzhen Lisstar Daily Chemical Company. Since its establishment in 1989, Lisstar has always been the brand banner. He successively launched five brands of "Standing", "Bang", "Ancient", "Little Nurse", "and" LAN Song ". Among them, "little nurse" with a unique "sunscreen" concept from 1997 began to enter the skin care brand top three, and almost maintain this result until the acquisition. In 1999, lisida, who relied on the "little nurse", tried to attack "Dabao" with her new brand "LAN Ge". At that time, "Dabao" has become the first brand of middle and low grade skin care, and the distribution has gone deep into the district level city. On the one hand, the "LanGe" brand is positioned as "professional nursing", but on the other hand, the contradictory practice of "low price" makes it lack enough funds to promote the product due to "low profit" at the beginning of its birth. The success of "little nurses" is because they are discovering, cultivating and occupying the niche market. But "LAN Ge" is to the market leader to launch a comprehensive general attack, relying on the experience of "little nurse" to promote "LAN Ge" results can be imagined. It is said that in that year in the "LAN song" project loss of 100 million, which is equal to the "little nurse" for a year. What is the reason for the failure of the company in the implementation of the brand? Ask about the premise of the class How to do a multi-brand strategy? (Objective: To guide students to enter the multi-brand strategic task course with questions, and to grasp the relevant knowledge points and the key points and difficulties of teaching in this task on the whole. Teaching methods: a combination of questioning and explanation) Related: relevant knowledge points] 1. Multi-brand strategy definition The so-called multi-brand strategy refers to the strategic plan of an enterprise to develop a well-known brand after developing to a certain extent. Moreover, multiple brands are independent of each other and have a certain connection, rather than irrelevant and separated from each other. 2. Multi-brand strategy role (1) Multiple brands have strong flexibility (2) Multi-brands can fully adapt to market differentiation (3) Multiple brands are conducive to improving the market share of products This little link Haier's main and deputy brand strategy At present, Haier's products include more than 10,800 brands in 69 categories, including refrigerators, freezers, air conditioners, washing machines, color TV sets, computers, and mobile phones, becoming the first brand of home appliances in China with white goods, black appliances and beige appliances (4) Promote sales (5) Enhance the ability of enterprises to resist risks This little link The Intel Co-branding Strategy In 1991, to ward off rival attacks in the computer movement market, Intel launched the Pentium series of chips and created a huge promotional plan to spend $100 million a year to encourage computer manufacturers to use the "Intel Inside" logo on their products. And give a 3 percent-in-5 percent discount to the computer makers involved in the program. (6) Deep plastic brand personality 3. Multi-brand strategy category (1) Individual brand strategies This little link Wuliangye's joint brand expansion road Since 1994, Wuliangye Company began to establish local joint brands with local liquor dealers, such as Wuliang Alcohol, Liuyang River, Beijing Liquor, Jinliufu Wine, etc. Wuliangye won the production and sales, and these joint brands contributed a lot. (2) Classified brand strategy (3) The enterprise name plus the individual brand strategy Ask questions in class Please tell me what, what are the multi-brand strategy categories? Live answer, included in the usual results 4. The application strategy of "one product and more cards" (1) Avoid sub-brand competition (2) Reflect the brand differences (3) Highlight the unique selling points (4) According to the characteristics of the industry (5) Market segment scale (6) Timely adjustment and positioning Ask questions in class Please talk about the use strategy of "one product more brand"? Live answer, included in the usual results 〖 training battalion 〗 [training mission] Multi-brand strategy training [task object] Help students to conduct multi-brand strategy training in practice. [task definition] (1) The whole class of 48 people, free groups, forming 6 groups. (2) Team members shall conduct multi-brand strategy training in practice. [mission requirements] (1) The training is hosted by the teacher. (2) The whole class of 48 people, free groups, forming 6 groups. (3) The team members discussed the definition of multi-brand strategy, the role of multi-brand strategy, multi-brand strategy category and the application strategy of "one product and multiple brands" (4) Arrange one student for each group to record and summarize it. (5) After the activity, each group is required to select a representative to report the discussion experience in class. (7) The preparation time is 10 minutes. | 
