【Training project 3】

   【Mission Objectives】

   Help students to conduct brand expansion overview training in practice

  【Task content】   

（1） 48 students in the class, and freely divided into groups of 6.

（2）The group members conduct a brand expansion overview training in practice.

【Task requirements】   

（1）The training will be conducted by the instructor.

（2）48 students in the class, and freely divided into groups of 6.

（3）Panelists discuss the definition of brand expansion, the reasons for brand expansion, and the value of brand expansion.

（4）Each group will have one student responsible for recording and summarizing.

（5）At the end of the activity, each group was asked to select a representative to report on the discussion in class.

（7）The preparation time is 10 minutes.

  【Task organization】

   表5－5   Brand Expansion Overview Training Task Organization Table

【Task evaluation】

         表5－6  Brand Expansion Overview Training Task Evaluation Form

Hibiscus King: The way of the king ---- Ten years of brand strategy decryption

n In June 2004, the "China 500 Most Valuable Brands" list shows that the brand value of King Furong ranks among the top 5 in the industry. In 2004, the sales of lotus King single products exceeded 8 billion yuan, and the sales reached 191,000 boxes, with an annual growth rate of more than 50%.

n Always mysterious and low-key, the king of Hibiscus has become the object of competing research by economists, entrepreneurs and marketing experts. What is Hibiscus's secret weapon in the world?

1. the way of products.

n Quality comes from details, first-class details make first-class products. In the open Chinese market, there is actually no difference between the domestic market and the international market, the domestic market is the international market, so the King has always been based on the quality standards of international brands.

n The launch of Hibiscus King captures a once-in-a-lifetime historical opportunity to fill a fleeting market gap.

n In the cigarette market at that time, high-grade cigarettes were Zhonghua, priced at 30 or 60 yuan per pack; Followed by Hongtashan, 555, etc., 10-15 yuan per pack; Brands of 5-10 yuan are concentrated in Baisha, Red River and so on.

n It is not difficult to see that the market of 20-30 yuan is a gap without a successful brand. In marketing, this is called a blank market, which is the best opportunity for products to enter.

n 1. From good to great

n In the eyes of King Hibong, the connotation of quality not only includes product quality, but also includes product functions, features, reliability, service, high-quality appearance and many other aspects.

n In the selection of tobacco leaves, Lotus king insists on manual material selection, so as to leave no defects. For example, to make a large box of blue soft Hibiscus King, more than 5,000 tobacco leaves are needed, and these more than 5,000 tobacco leaves are manually selected from more than 500,000 tobacco leaves.

n King Furong constantly improves its scientific and technological content, integrates the cutting-edge thinking and practice of internationally renowned tobacco experts and fragrance experts, and adopts unique low-temperature treatment technology to maintain the natural characteristics of high-quality tobacco. New processes and technologies have been adopted in tobacco alcoholization, microbial technology, coke reduction engineering, Maillard reaction, anti-counterfeiting technology and other topics to continuously inject scientific and technological content for "Hibiscus King".

2. Go from top to top

n In our country, the situation of each brand leading coincident for two or three years is common, the change phenomenon is serious -- the failure to carry out brand renewal is the root of the problem.

n Hibiscus King's product strategy is to always breathe with The Times, keep up with the trend and guide the trend. In terms of product innovation, the King of Hibiscus ran all the way, from the original king of Hibiscus, to the king of Blue cover Hibiscus, and then to the king of Blue soft Hibiscus, completing innovation again and again, creating a miracle from high-end to higher-end products.

Counting the years of the lotus king, we can draw the essence of its product extension: closely follow the pulse of The Times, and never stop to create the products needed by the market.

Second, marketing

n Make a product scarce and hard to get, and you may get excellent value for money. Thanks to the competitors, although they make us run more tired, but also let us run faster.

n 1. Go on the offensive

n 2. Sports marketing strategy -- relevance and reinforcement principle

3. High-end boutique marketing strategy - in a certain price stage to make a product scarce, you can sell sky-high prices, this is high-end boutique marketing wisdom

n Three, the way of communication

n Overexposure is harmful to the brand, the king of Furong to do, is to let the people who need it know it, the King of Furong actively participate in public welfare, but it is not always a good thing to do.

1. Word-of-mouth communication strategy

In March 23, 1995, the Beijing auction of Hibiscus King, 13 provinces and cities across the country and Changde cigarette factory signed a purchase and sales contract. For a moment, the air of Kings permeated the land.

n After that, I planned the auction of the nightclub in Huatian Hotel, and the result was 1500 yuan a piece. When the King of Lotus was stir-fried, Changde Cigarette Factory published a solemn statement in the newspaper, pointing out that in view of the King of Lotus has been wildly hyped in some places, and some places have even sold more than 1,000 yuan a, seriously disrupting the market order, Changde cigarette Factory to resolutely resist - smart advertising.

n Through word-of-mouth communication, it renders a mysterious and noble atmosphere for the brand, the reputation is improved, and the market price is rising all the way.

n 2. Consistent communication strategy

n King Furong is a high-end product. Its consistent brand strategy is high quality, high grade and high price, so its target audience is mainly concentrated in successful people and celebrities, which can also be reflected in the series of advertisements of King Furong.

3. Unique combination of natural attributes and product attributes, function and emotion

n Hibiscus, also known as hibiscus, frost flower, manglieoba. The flower shape is large and beautiful, both sides have yellow brown fluff, a national color peony-like appearance, and the resolute character of Hibiscus flower noble, elegant, resolute, Hibiscus flower in the fine (Hibiscus King) and Hibiscus King products pure taste, aroma elegant and mellow, full harmony, delicate smoke, one line of succession, consumers can smoothly association from the natural attributes of Hibiscus King to product attributes.

4. Clear brand identification and accurate advertising performance

n The function of the brand is to form recognition, leave a deep impression on consumers, and achieve the effect of shorthand and memorization. Hibiscus King can make consumers like it, pursue it, and form a unique brand identity is inseparable:

n Packaging recognition: the main pattern of the trademark is elegant and refined hibiscus as the carrier, highlighting the gold texture of the main hibiscus flower, with smooth pinyin writing and hair "King Hibiscus" three characters, the picture appears simple and smooth, elegant, noble and elegant.

n font recognition: The trademark font uses the magnificent and smooth "hairy body", which has strong recognition. Because one is the target consumer group over 35 years old is very familiar with the "hair body", the second is to use the "hair body" to express the magnum and mind of the Hibiscus king, which is most appropriate.

n Color recognition: The King Hibiscus dark blue packaging and bright blue nozzle, become an important part of the King Hibiscus recognition system. Blue means calm, calm, thinking, strong cool color system gives people the feeling of the lotus king implicit, restrained style coincides with the target consumer group's love.

n Advertising identification: Hibiscus King mature, cultured, charming, charming brand image gathered in the character of subtle, thoughtful depth of middle-aged successful men.

DuPont Company

Dupont in the United States in the 1970s, the face of the oil crisis, can not cope with the moment, the marketing and price marketing of its products are in chaos, just two years, its profits fell 270 million dollars. The external environment has changed, and for a company like DuPont, which makes 80 percent of its products from petroleum and 70 percent of its revenue from petroleum products, it has to expand its brand and respond accordingly. After weighing the pros and cons, DuPont decided to acquire the ninth largest oil company in the United States and create its own brand. This move through brand expansion, to achieve self-sufficiency in raw materials, not only to reduce costs, but also to get rid of the international market of crude oil control, so that DuPont in the chemical industry market in an invincible position.

Qingdao Haier

Qingdao Haier Group is a famous enterprise in our country. Haier people have succeeded in using this psychological strategy. In the mid-1980s, Haier launched its "Haier" series of refrigerators, and through efforts to establish the "Haier" brand awareness, reputation, trust and followership. With the popularity of "Haier", Haier Group launched "Haier" washing machine, "Haier" TV set and other products in a timely manner, so that people with the praise and trust of "Haier" refrigerator to consume other products of Haier, so that people think that other products of Haier are also high quality, reliable and trustworthy. Therefore, can the success of brand expansion strategy be said without the important influence of people's consumption psychology?