BMW MINI complete Chinese mission

2011 years of China's market is doomed to be small luxury car the position of the disputes, BMW MINI, the beatles, Mercedes Smart public these public eyes of the luxury toy, in their own fashion show, personality and PFP. MINI back to 2010 launch "BEMINI" brand position, and to start from the brand, product and marketing send force three parties.

This February 24, 2011, China has announced the MINI, MINI brand first cross-border car, MINI family fourth member-MINICOUNTRYMAN formal in the national market. Before this, Mercedes China has in the United States signing NBA superstar kobe Bryant, the next three years Bryant will be in China brand ambassador of Smart; The public the beatles are preparing a new generation with the Shanghai auto show in April for global starting ceremony; Not only such, audi also has said publicly small cars in years audi A1 introduced in China.

2011 years of Chinese market, will be small current car disputes battlefield. As early as in 2003 to enter the Chinese market, from 2008 to and do the BMW MINI brand localization propaganda, would have a fancy to the market potential of Chinese small cars, and in 2010 started full hair force, in-depth publicity "BEMINI" brand position, and the development of a diversified product line to meet consumer demand of individual character, vogue, the marketing method is more close to people for route, make a MINI cultural personality.

Mini car of mini "money" scene

Experience in 2009 after the downturn, in 2010, China imported into half of the outbreak period. Different from before, the leading role is not to those large car, but small mini car.

Since 2010, the luxury car consumption wind turned to small mini level A car. New BMW 1 is the two-door car ran, an open sports car, all the new MINI system and new grade A Mercedes are listed in 2010 at the end of the stick. Add the BMW 120 I listed before, the X1, audi A3, Volvo C30, opel and special grade, luxury level A car market is lively unprecedented.

From A statistical audi internal data show that in no audi A3 edition of set limit to enter this market segment before, luxury level A car sales in 8700 vehicles, along with the new car to an 2010, predict to A level of current car total sales will be able to reach 20000 ~ 30000 cars scale, the future level A current car will be current car market the main reigns.

As the best-selling domestic three small current car brand, Mercedes Smart, the beatles, BMW MINI public all use special skill, marketing field in the table a. Mercedes Smart for the Chinese market to sign Bryant, is to borrow the power of the kobe Bryant, deepen in the Chinese consumer heart Smart reputation, also to convey Smart also suitable for men, Smart space don't small and so on new information. The public are actively action of the beatles, the latest in the Beijing sanlitun Village orange hall, 2011 "the beatles, the new rhythm city" New Year concert and Volkswagen "new beetles, my MV city rhythm creation competition" receive an official celebration blinding debut, aims to promote a belongs to Chinese consumers beetles car culture.

In this segment, MINI is to watch. In the face of the fierce market competition, MINI respectively from the brand, product line, marketing three party send force, has obtained the brand and the sales double harvest. In 2010, the MINI in mainland China for the first time the sales of 10509 vehicles, a 140% increase year-on-year. In January 2011, MINI to customer delivered 1208 vehicles, a 120% increase year-on-year. At the same time, the Chinese market has become the world's fastest-growing market MINI.

Brand new position "BEMINI" start

Although in the brand publicity MINI have never stop, but because in 2008 before the in China only MINICooper a vehicle, until 2008, CooperS series engine was introduced into China, MINIClubman was also the year to meet and consumers. So many consumers will MINICooper and MINI brand painting of the hospital.

In order to improve the MINI brand influence, reverse the misunderstanding of the consumers, MINI from 2010 at the beginning of the year in the global scope of a new brand promotion agitation, "BEMINI" brand new position to come on stage, through to the "BEMINI" brand position overall stressed that close and the distance between the consumers. Through the "BEMINI" global extension east wind, MINI in China also do a lot of the spread of localization work.

"BEMINI" is a kind of typical Nike "justdoit" type brand position, through the simple English words, form the image of the shortness of the impact, and embodies out brand appeal the freedom and the combination of diverse sex. MINI has been that their owners and fans the pursuit of life philosophy, should be optimism, confidence, responsible, full of energy and the spirit of adventure. "BEMINI" as a MINI the essence of the brand, its essence is the "BEME", it is to do the really yourself, realize the most yourself, show the nature of self, do as pure as MINI.

Brand personalized first

"See, see, which a MINI is your style themselves." In the BMW MINI web site, when you open MINI vehicles, first see is this sentence, the same inheritance "BEMINI" brand position.

October 30, 2010, China launched the BMW MINI 2011 new vehicle, this is the MINI family for the first time the unity of all products to upgrade action. As always, MINI products camp, in a horizontal MINI, CLUBMAN and CABRIO, vertical ONE, COOPER and COOPERS composed of 9 palace matrix, nine of represent difference of personalized MINI MINI consumer demand. To the understanding of the BMW, as long as you are a full of tide, personality, not to walk road and unusual and must attract attention, MINI 9 product, is certainly one for you.

And with MINICOUNTRYMAN formal in the national market, MINI in China with four 12 larger superkings cars sold in the car, as the pursuit of individual character of consumers provide more choice. MINICOUNTRYMAN English slogan "GETAWAY" Chinese official called "glide path", also give the new car gives a unique character.

In order to facilitate the consumer's brand memory, MINI will be four larger superkings cars were dubbed the "began in original, loyal to the original" (MINIONE), "drama behind" (MINICOOPERCLUBMAN), "a gentleman being naked" (MINICOOPERCABRIO), "XinKuan wide volunteers" (MINICOOPERSCOUNTRYMAN) of Chinese name, both personality and very joint Chinese consumers psychology.

Promotion firm localization

During the 2008 Olympic Games in Beijing, one special for Beijing manufacturing MINI human tricycles shuttle in the bar area and the trend of the old Beijing hutongs between the scenic spot, the rickshaw and MINIClubman of wonderful combination to passengers left a deep impression, this is the beginning of the spread MINI brand localization.

MBA health: old people is likely to develop osteoarthritis

Osteoarthritis is one of the most common arthritis, especially upon the elderly. In North America, 70% of osteoarthritis patients older than 65 years old, and in women over the age of 65, 30% of the people have different degrees of osteoarthritis. A joint scar history, obesity and have long-term sitting position of work habits are much more likely to suffer from osteoarthritis. Generally more influence weight joints, such as the lumbar spine and hip, knee joint. Chinese primary hip arthritis less, and the most common primary knee osteoarthritis, so, osteoarthritis generally more refers to the knee osteoarthritis. This good doctor online invited Beijing 301 hospital director of orthopaedic ZhouYongGang to you about the dangers of osteoarthritis and prevention.

The dangers of osteoarthritis have?

Osteoarthritis not only can cause joint pain, when serious cause joint deformation (turn inward or evaginate deformity), buckling contracture, expand function limitation, walk ground lock, instability, wrestling, can't even walk. Because the pain affect walk, the activity level down it would cause obesity, increase cardiopulmonary burden, the whole body health decline. Other still can cause patients to gain weight because of worry constantly having psychological depression.

Osteoarthritis prevention measures have?

Osteoarthritis although cannot be cured, but can prevent or slowed its further development. Reducing weight is very effective prevention, especially for obese patients. Have clear evidence that patients with osteoarthritis weight to the severity of the were positively correlated. Reduce weight not only can reduce the stress of the knee joint tibial shares, but also reduce patellofemoral joint force, to prevent the happening of the disease, reduce the symptoms, slow the disease role.

Adequate exercise for the prevention of the occurrence of osteoarthritis is very important also, from prevention osteoarthritis Angle, swimming is the best exercise, can achieve the need of exercise, and can avoid the knee excessive weight, reduce the wear and tear of articular cartilage. And often climb a mountain, excessive fluctuation building, football, such as excessive force tai chi knee joint exercise is not very suitable sports.

To increase the strength of exercise is very helpful. If increase quadriceps muscle strength exercise, can increase the stability of the knee joint, reduce the knee's abnormal stress, prevent or postpone the development of osteoarthritis. But should pay attention to this kind to exercise don't muscles too tired.

Increase the range of motion of exercise to prevent osteoarthritis is also important, can mitigate the stiff, increase the movements of the joints, and prevent the soft tissue contracture.

good products to impress the consumer

21 century is a transformation of The Times, in the "accelerated continuously" the time, not only pay attention to efficiency commodity marketing, and pay more attention to mental strategies. Today's marketing warfare is a war of the wise men, colour in the commodity marketing battle spreading brand mind and soul, has great influence.

Eaton said: "colour is a kind of strength. Whatever we aware of it or not, colour effect not only on the vision, and should in psychological get experience and understanding." Goethe had also said: "the color of the human mind to have an effect, it can stimulate the feeling, arouse those who make a person excited, painful or make people happy mood." People in the visual sense of color, meanwhile, will be to colorific the feeling with certain physical, psychological reaction of generation, which affect the person's mood and thoughts. Any of a kind of color or any colorific combination will through consciousness in the hearts of men inspired some kind of emotion.

At the moment, the PinPaiZhan, product war, to the enterprise competition crescendo put forward the higher standards. Colour the area lies between a position as a brand strategy and product marketing strategy of a part, is operator not be ignored in the sales approach. Colour the area lies between a positioning, help globrand. Com consumers identify brand products as high efficiency choose to buy the target, and stimulate, attract consumers to purchase desire ascension.

Colour has the first of the effect from and glamour, different colour can make the person produces different feelings lenovo. The United States the marketing industry summarizes "7 seconds law", i.e. consumers face a variety of goods, as long as seven seconds, can determine whether the goods to be interested in it. In this short and key 7 seconds in, color effect to 67%.

Coca Cola and Pepsi cola marketing war, they deduce color marketing of incisively and vividly. Whether from product appearance design, or the plot of the advertising design, even all kinds of promotional items, all red and blue will use to the extreme. "Red whirlwind" and "blue storm" brand war, witness the strong brand success process.

With "color" pleasant, conquers consumers mind

Jianlibao group "explosion fruit steam" drinks on the, break traditional drinks coloring, target consumers for bold positioning, use black personality packaging. In the supermarket on the metal, black packing in many of the red, green, and blue packing stuff in ZaYan, once roll out attracted many consumer of eyeball. Leaving aside the taste of steam explosion fruit and later fate, its colour strategies listed in the beginning of the successful taste enough pleasure.

Product design primary purpose is to attract in the first time people's attention. Research shows that: each customer super shelves of goods at time of only 0.03 seconds. So the commodity packaging color to have enough visual glamour to hold customer's eyes, and urges the creation to purchase desire, and can let people with the fastest speed identification and cognitive product characteristics, mind by consumers.

Consumers will in 7 seconds to determine if there is the purchase of goods will. Consumer goods to the first impression of consumer goods may cause the interest, hope in function, quality and other aspects of have further understanding of goods. If the enterprise ignored the visual design of the essence of goods, must strategy, lose more than just a concern, more will lose is a business opportunities.

IBM blog marketing

The network marketing case many, but using the network blog marketing application cases not really, I am here to bring home a well-known enterprise blog marketing application cases.

 

The new technology for enterprise opens the new information communication transfer mode. B2B enterprise marketing people began using new media, such as a BLOG (BLOG), podcast (podcasts) and RSS to contact and and their customers, employees, potential customers and business partners to communicate. New competition in the "big enterprise blog marketing and blog marketing service market opportunities" introduces the Coca-Cola company using outsourcing type blog marketing strategy, large enterprise blog marketing application is still in development. Recent JupiterResearch found the emerging media have been in blog advertising play a customer, as some of the financial services, media and tourism industry started to use blogs, podcasts and RSS for AD or promotion test.

Some famous IT companies like Hewlett-Packard, IBM and SUN and Oracle are blog marketing new technologies such as positive practitioners. This paper introduces VisaUSA, Oracle and IBM, and other famous enterprises blog marketing application cases.

VisaUSA enterprise blog

VisaUSA in October 2005 released their first blog, called the Turin trip: www.journeytotorino.com, this blog site to winter Olympic Games sports news for content subjects, including the podcasts audio interview athletes content. It is worth noting that, Visa not specially promoting this blogs, at the same time, in addition to web site at the bottom of the page that logo and BroughttoyoubyVisaUSA., content does not mention Visa company. Their goal is to examine through the viral transmission methods, this blog propaganda to spread to what effect. The results showed that web site users a small part from readers a day to 300 people development, the first week of January 2006 readers toll at 10000 people.

Oracle's podcasts programs and blog communities

Oracle in marketing field has been keen to try new technology application. In April 2005, the Oracle he made it a podcasts programs, content is technical experts to discuss the company's technical and application, on the OracleTechnologyNetwork podcast center, users can download free to the desktop or MP3 player.

At the same time, Oracle have a big blog community, and there are 60-70 blog article, are made by Oracle customers and partners of the release, they discuss the use of the company technology products. Oracle also plans to switch to third parties provide blog system, to increase the use of blog.

However, to measure these emerging media investment rate of return is difficult. Oracle use web browsing several indicators to judge the blog to communication and media effect, and through the podcast and online download of effectiveness evaluation.

IBM's blogs and podcasts

IBM is also the new marketing positive practitioners. In August 2005, they published specifically for the investors podcasts site: www.ibm.com/investor. Among them discuss business and technical topics, such as banking, shopping and online games, etc. IBM also within the company to provide online blog system to encourage employees to use blogs and podcasts. IBM's spokesman said, the staff for the social network and communication style of active state let they realize emerging technology application of great potential.

So far, about 15000 IBM employees registered a company blog, 2200 employees regularly maintained its blog. Topic blog from technology discussion is to seek help project, everything.

But IBM also found that many potential problems, such as confidential information disclosure or could harm the reputation of the company information, etc. To reduce the risks, IBM is devoted to release the blog has drawn up staff issued guidelines, including employees may not leak company confidential information, without the consent of the customer mentioned customer, do not use abusive or profane sex language, etc.

The front mention IT company in fact and not the first attempt to blog marketing company, relative to some IT consulting company blog application, IT is even more slow, for example in the published in the October 2004 issue of network marketing foundation and the practice of the second edition (FengYingJian the tsinghua university press) is introduced in the famous consultants JupiterResearch on the company's website set up blog channel.

The development of the enterprise blog that, 2006 enterprise blog marketing will get more development-although many company blog marketing practice application level may still not professional, but after all, out of the revolutionary step. In view of the blog marketing and more important influence, and blog marketing problems in the practice was outstanding, new competitiveness network marketing management consultant in recently introduced new competitive will network marketing blog, the purpose is to own experience and more in-depth research, for enterprise blog marketing application provide more value blog marketing methods and blog marketing management knowledge.

Eight big advantage achievement Erie cold drinks empire

Cold drinks is a more special fast pin product industry, because of its product is easy to melt and easy damaged, need to have effective cold chain protection to circulation, total market capacity characteristics of a relatively small, make cold drinks enterprise in the marketing process faces a much more difficult and choice. But the Erie, how to realize the continuous twelve years keep the Chinese ice cream industry hegemonic position, especially in the last two years, the widening and major competitors distance. In the author will describe the Erie cold drinks face competition intensified, industry profit gradually low, how to realize leaping, out of the sales and profits of the vicious circle of do not have your cake and eat it, on the sales and profits rise benign synchronous road of sustainable development.

Good: product management into the new era:

Product management into the brand operation mode, taken the product brand building construction of the first step, taking customer segmentation is the prerequisite for corresponding brand products launched in the ascent single brand operational capability of it also strengthens the combination products of league power, make the Erie brand got dramatically.

At present, its key management the Erie opportunely, ice factory, this music Erie pasture DengZi brand. In the stable set up the skillful music series cold drinks industry this $1.5 price of the product benchmarking area after area lies between status, the ice category at market segment, make "ice factory" brand. For the whole products group in Erie, ice factory products belong to ice category, and have a strong seasonal, when the weather is hot turn gradually cool when, in 1 yuan area this Chinese cold drinks industry the biggest selling price area, no suitable products group fill, after all DaDongTian eat ice stick to consumers or minority. That is the Erie product building lack one pillars, in order to fill this vacancy, and in launched the Erie pasture series and through the online line with key popularized, have very good by-election effect. In order to the depth development of rural market, at 06 launched in 0.5 yuan positioning of mung bean taste Erie mood, and had the great river north and south of his small Erie constructed the low end of the product line pudding, completely through the villages and towns market sales channels, more important is, that China's vast rural residents can enjoy high-quality low-cost Erie ice cream.

Advantage two: channel multiplication, integration of the integration of other competitors duplicated become the biggest advantage:

The channel model to achieve our marketing and distribution of organic union, greatly improve the efficiency of the circulation value chain, the distribution and service to end capabilities are not other manufacturer can match.

Erie cold drinks have traveled to the national center city branch retail sales system is established, based on this, the city economy indexes in accordance with the population segment, will be divided into super large city, city center city, the national top cities, key DeXianJi city, XiangZhenCun market, access to pure plow mode respectively, distribution visit pin mode, 1 + 1 sales model, traditional distribution system and so on many kinds of YingXiaoTi to realize the purpose of deeply distribution.

Channel is a way, Erie cold drinks the means of deductive tough and strong, make oneself in the realization of the sales and improve profits track, steady and fast forward.

Advantage three: the price system of unified:

Price management in unified classification management. Headquarters in nationwide unified management on price, part of the regional market can do tactics tuning, but strictly prevent regional market fall channeling goods happens. Channel profit cutting is very reasonable, ensure channel money to earn members at all levels, effective mobilize the enthusiasm sales channel member. The price system design effectively support the current multi-channel operation mode.

Advantage four: promotion to the precision:

Access with brand operation strategy sales promotion, the way is various, but the Erie the most commonly used methods or combination promotion take a gift, depend on different category to keep the ratio of star product market advantage position to cultivate second line products, driving the spread of new city, a drug cleaning, coordinate production and marketing balance multiple purpose.

Consumer sales promotion focus on holiday sells or buy a gift, home sales season of activities. It is due to the city center Erie completed the construction of our marketing system, can ensure all consumer sales promotion activity real reach consumers mouth, the real realization and consumption of the communication.

Advantage five: promote stereotyped:

"Skillful music zi", happy, sweet and love; Ice factory "cool"; "Erie pasture" natural, fragrance. If you can feel? Erie cold drinks in the brand appeal set up a communication mode, with each brand of product positioning as the foundation, highlight brand personality to realize consumer communications. In practice, the Erie except TV advertisements, web ads online promotion activity, but also take the various ways to cooperate with the offline activities, such as delivery, free taste, the campus sellers, etc. Can say is a collection of advertising, network, experience and so many stereo integrated marketing communication "jihad".

Advantage six: as a whole, supply, improve profit:

The integration of the supply, high unification, set up the factory and points in the national scope of the storehouse reasonable layout, narrow distribution radius of the efficiency of the logistics and at the same time, improve, more important is to save the logistics cost.

Ensure that all areas to segment the market well supplied, break goods to effectively solve the phenomenon.

Advantage seven: pay attention to team construction executive ability

Cold drinks industry is a race against time to fight with god, industry, team execution speed is the key to achieve that goal. Erie to human resources construction very seriously, every year from all around in the university recruitment fresh outstanding graduates as a reserve, its own inheritance evergreen; Keep the multi-channel recruitment of the various types of employees, must want to have strong ability to execute. Cultivating, very the attention performance ability, and instilled obedience consciousness employees.

Advantage 8: public fair assessment system

As a sales person, wage income is of course important, but for good sales personnel psychological sense of fairness is they are more concerned about. Erie cold drinks can benefit from retail to establish the system of perfect and the retail system customer networking wei library system establishment, make the top executives of Inner Mongolia far as long as in the computer can change at a touch of access any clear across the country a city two wholesaler and big terminal of the actual sales. The whole sales system of assessment are clear in the data, any of the salespeople can clearly see yourself this year's sales. A fair assessment and incentive system is activated team execution of premise

Starbucks coffee: a business

Starbucks (starbucks), in 1971 was born in the United States in Seattle, started by selling coffee beans. In 1996, starbucks is to global expansion in China, Korea, Malaysia, Singapore, New Zealand, Australia, the Philippines, Thailand, Indonesia and Japan, 32 market open chain coffee shops. A small cafe into the ranks of the international brand CEO Howard? Schultz said: "the rise of starbucks not by marketing techniques, star of the business is bak man career."

Seattle mermaid

In April, 1971, in the United States the Seattle parker (PikePlace) market, three university students, English teacher wu plug? West Jill, history teacher jerry? Baldwin and writer Gordon? BaoKe each investment of us $1350, plus $5000 to the bank for total up nearly $10000 established a little coffee shop called starbucks, specialized in selling coffee, tea and spices. Three friends are the best coffee and tea lovers of. At that time, the San Francisco bay has already formed the advocate the best coffee customer group, three founders hope in Seattle also discovered similar consumer groups.

For the coffee shop in naming issue, three friends decided to the nineteenth century the literary outstanding master Herman? Melville's classic "moby dick" hero named after STARBUCK coffee shop. This is a very calm things, the highly charismatic personality chief officer. His hobby is drink coffee, he never to pursue the best coffee beans. Three people hope STARBUCK this name can call up people for Marine and coffee trade romantic primitive memories. The small cafe was the main customers are those who love literature, pay attention to enjoy, leisure, advocating knowledge, for the small endowment emotional appeal of the rich person standard urban white-collar workers. As for the shop logo, then please a stylist friend terry? Hector his help. Young designers from which the century of woodcarving Poseidon like get inspiration, design of a seemingly mermaid Siren double tail sea image, two brown mermaid around STARBUCK.

Starbucks before opening of a few months, three founder specially run to Berkeley (Berkeley) to baking finish master's (AlfredPeet) was apprenticed. Picasso's is a Dutch immigration, the coffee have a very high attainments. In the 1950 s, Picasso to start importing coffee, to the United States of America. In 1966, bishop, in the California Berkeley opened a store, called "Picasso's coffee and tea", and has a group of loyal customers. Three founder very worship of Picasso's skill, and his unique depth baked coffee, many times ran to the finish, learn about the skills of coffee shop. They in finish the store's side help, and studying. Bishop of the high-quality coffee, will not compromised concept instilled three young people, and to keep the they emphasize the importance of full coffee knowledge. It is the teaching of the bishop's determined after starbucks coffee adhere to the pursuit of the basic idea of the quality.

Parker market all the furniture store starbucks is made by hand. A wall shows 30 kinds of coffee beans, the other side of the wood frame on the wall is on display for all kinds of coffee equipment. At that time, starbucks only sell coffee machine and the depth of the coffee bean baking, let people buy their home cooked grinding, the store does not sell YiBeiBei cooked coffee. Of course, the store can sometimes site brewed some coffee, try to customers for their drink, to identify purchase quality coffee beans. The customer when trying to drink, also can be in the store to hear about coffee lectures.

Jerry? Baldwin and Gordon? BaoKe in learning, the bishop of baking method after created a unique set of baking methods and adjustment of a kind of special coffee taste, plus coffee shop and the customer share the practice of coffee knowledge for customer affection, the small cafe in local have small machinery. The Seattle times over, and therefore specially issued a ZhuanGao. Starbucks's fame more and more ring, coffee shop quickly obtain success, sales more than first expected.

In 1972, three friends and the university of Washington campus in nearby starbucks store opened the second home. In 1980, the company in the Seattle area has opened four starbucks store, and profit every year. Although the economic state downs, influence to the coffee shop business. But starbucks have developed a new taste of products, and the market for these the palate is rich, taste is the coffee powder, meticulous of echo is very good, the starbucks' business.

Schultz become attached to starbucks

Howard schultz, is a Swedish production kitchen equipment company (Hammarplast) of the vice President and the branch manager. In 1981, schultz note to Seattle starbucks, often a large order a type of hand grinding coffee equipment. This causes schultz curiosity, he would like to know what the reason is, what kind of enterprise order so much hand grinding coffee equipment. He decided to visit the customers. Then, he immediately sat the plane ran to Seattle, want to see the enterprise.

A sunny spring, at the time the retail sales responsible for starbucks manager Linda? Case, labor, accompanied by the schulz came to the United States the western shore of Seattle. He came to starbucks store at the farmers' market parker store. When he pushed the door moment, a strong coffee fragrance elegant and out, stand behind the counter stand cans from Sumatra, Ethiopia, costa rica, the rest of the world's coffee beans, another wall is on display all kinds of the coffee machine. An antique coffee hall in present before schultz.

Baldwin, BaoKe through and the conversation and know the history of schultz to starbucks for more than ten years, but now only four stores. Schultz is surprised, why this several people so enthralled by the cause, but no one wants to put the enterprise bigger and stronger? This has a thick artist temperament several people aged starbucks, only one reason: love coffee. They expect education consumers about the depth of the merits of coffee roasting enthusiasm deeply moved schultz.

On the way back to New York, schultz has been thinking about starbucks things. Schultz later recalled the experience: "at that time is like what magic, I in a commercial society have never seen of a kind of passion and sincere touched me." When the plane landed at Kennedy airport, schultz has decided to participate in the work of starbucks.

Schultz immediately make a phone call to ask Baldwin, "do you think I have the possibility of cooperation and starbucks?" . Schultz suggest Baldwin in places outside Seattle starbucks stores open, so that more americans can contact to starbucks coffee, and not just thousands of Seattle coffee lovers. Schultz also has offered to responsible for this expansion plans. Schultz says, he can have only four stores starbucks rapidly growing up, beyond the northwest region and may even become the big company of sex, or even hundreds of shops. Starbucks's name will become synonymous with high quality coffee-the famous brand will become a world-class level of assurance. When ideas put forward this expansion, schultz thought of starbucks job should be to beat. However, the starbucks' three founder didn't agree with his demands, they worry that the idea of schultz may put the starbucks to a new direction of management. Plus schultz to coffee was practically unknown before, can't adjust starbucks coffee culture. And, for hire a stranger to join in, especially an already has a high status in New York to join the characters of the risk is bigger also. Some also worry that, if you can accept the starbucks schultz values.

Baldwin call schultz says, they decided to refuse to join him, because they think that expansion is too risky. Schultz very depressed. But, he didn't give up. The next day, he call Baldwin, and made a passionate, but YanZhiYouJu speech, to explain why refused to expansion is wrong decision. At the same time puts forward, he can not get work for starbucks pay package, but the salary conversion for starbucks' stock. Schultz's efforts were not in vain, Baldwin agreed to rethink it. Soon, Baldwin told schultz, they agreed to hire him as a starbucks marketing and overseas retail department manager, responsible for the market development to starbucks.

Marketing classic case: unified lubricating oil

Market position: gates-wannabes market

Market meaning: "more lubrication, less friction" success has its history background of chance, but from the unified adjust their own market positioning and product structure the "deliberate" strategic perspective, it is inevitable. High-end market, local enterprises in heart's pain, united have extensive demonstration significance.

Market effect: in January 2003 to June, unified SG level of above of enterprise all product oil sales of 40%, the same period last year only 14%; The level of the lubricating oil SF sales from the same period last year's 23% to 15%. Unified lubricating oil in 2003 sales of $1.2 billion goal has been completed, this year's target for 2 billion yuan.

Case background: in 2002, China's auto possession over 21 million cars, and in the next five years, China's auto possession will to 50 million vehicles, vehicle lubrication oil demand has increased sharply. In the demand of rising at the same time, the oil will realize the leaping development level. By 2005, high-end oil of the car the proportion of oil will rise to around 48%.

China now has 4500 of lubricating oil factory, these oil factory product level is very low, and the production of products to medium and low is given priority to, there are few high-end products, 4500 domestic oil production factory house of the high-end oil total sales now account for only 20% of the high-end market. The other 80% are high-end market is exxon mobil, shell and other foreign brand is held. The top five brand in the high-end market share but 2% to 5%. In this market environment, the breakthrough high-end, become domestic oil can be the key in on tomorrow.

"Unity" the 2003 marketing events playback

November 18, 2002, the first time the central television station in unified lubricating oil sits gold tender, ZhongBiaoE more than 6000, for 2003 years unified strong brand shaping of the trip held a big "ceremony".

In early 2003, "unified petrochemical" will this year in his own brand positioning in marketing, and puts forward the "become China's largest professional manufacturer of high-end lubricant" such a new goal orientation, all of the marketing operation this as criteria.

In March 2003-July, unified launched and contemporary world advanced level synchronization of several serial high-grade lubricating oil products.

March 21, 2003 Iraq war breaks out, unified lubricating oil caught the central television station of unprecedented massive reports of the chance to live, quick to attack, launched "more lubrication, less friction" classic advertising, formed the unprecedented brand influence, but also for unified lubricating oil brought good sales performance.

November 18, 2003 again with unified?????? Ten thousand yuan the CCTV

At the end of 2003, unified petrochemical top people said, unified in 2004 will be cancelled and low production plan, entirely towards production SG level of above lubricating oil, construction of high-grade lubricating oil brand image.

"Unity" the strategy analysis

A year ago, the unified lubricant is not known, people think of a petrochemical products only exxon mobil, shell, the Great Wall, the brand such as kunlun, but in 2003, after a few short of the month the market operation, unified immediately completed brand promotion, become the strong brand lubricant. In people's impression, is a "more lubrication, less friction" classic achievements of the AD today "unity", in fact, in early 2003, united have positioning in "China high-end lubricant of the biggest professional manufacturing", through a series of high-end product launch, make unified China oil high-end market.

A, positioning adjustment of the thermal push high-grade series products

In 2003, unified proposed "become China's largest professional manufacturer of high-end lubricant" such a new goal orientation, all of the marketing operation this as criteria. In the product research and development work, "unified" aimed at the high-end lubricating oil market prospect, facing the rapid development of the car market launch and contemporary the advanced world level synchronization several series products high-grade lubricating oil. In March 2003, "unified power classic pure synthetic oil" in the national market, this high level is "unified" for oil domestic city car users spend a body to make the flagship of nursing products, domestic first get the king of the world sports car maker porsche comprehensive the authentication, fully meet the and international top to compete at the level of the products; May, "unified" spike series motorcycle oil on the market, cause market strong reaction; Cooperate with "spike" sales, "unity" in June and launch "blade" products; The middle of June, new 4 L "hydraulic king" listed, the comprehensive rich is the sell like hot cakes in barrel "hydraulic king" series of products structure, make "hydraulic king" in the market more health center stage; In July, "fines" lady motorcycle lubricants and special "XunChi" man motorcycle special lubricants, will be fashionable Europe French environmental protection core technology into the domestic, with international concept for market bring pure and fresh air!

The high-grade product, for united push upmarket laid solid foundation.

Second, the brand strategy adjustment big on CCTV

November 18, 2002, it is a unity of a landmark day. This day, unified lubricating oil in CCTV first gold for Dan tender, ZhongBiaoE more than 6000, became the first television advertisement in the media of the lubricating oil brand.

In unity within the company, this important decision experienced repeated brewing. As a professional products, whether or not to put on the CCTV advertising? The company's sales whether to support the great strength of advertising?

Previously, unified brand, product promotion rely mainly on more than 30 home in national newspapers and some car relevant professional media, in addition to print ads, most is a soft in the form, some on the consumption idea indoctrination. As the vehicle in People's Daily life influence of the increase, lubricating oil already beginning to change daily consumer goods, therefore, propaganda media should have more influence to the public the TV media tilt. And unified also has the largest number of profits, the best sales network and the industry the most sales service personnel. If no nationwide sales network, CCTV advertising is not appropriate to do; In the nationwide have sales network condition later, on the CCTV of advertisement will have better effect.

In the central television advertising to launch, then produce a question: what exactly how many suitable for? This company is there in unity within the big debate, and external cooperation with the consulting company, advertising agency also have larger debate about the "outside brain" think, for the first year 120 million line, for many the greater the risk.

After discussed repeatedly, and unified company, that since to do the best Chinese brand, be about to choose to China's most influential media; Since chose the most influential media, should be bold to investment. At that time, unified the company made a budget, is 75 million, actually spent more than 6000.

Although united from the start, high production of lubricating oil, on quality and mobil, shell these international famous brand no difference, but the high-end market has been difficult to enter. And a strong media hand in hand, make strong brand, become unity lubricating oil brand adjustment of the breaking point.

Three, classic creative high-end image establishment perfect

March 21, 2003, the war in Iraq, the central television network unprecedented mass live coverage. Unified lubricant responded, on the day the war began, stop it is that "all pieces", and instead play a five seconds of advertisement. Promos no any screen, only a line of words and match with vigorous voice: "more lubrication, less friction". The AD against the Iraq war reports "later, and news one integrated mass, very have tremendous power. The beauty of this advertisement is that not only accurately appeal "more lubrication" product characteristics, and shattered recognizes "less friction" peace cry, implicative, meaningful, intriguing.

For unity the AD spent 250000 yuan every day, were broadcast 10 days. The event marketing to unite petrochemical and improve the corporate image of a perfect effect. After the ads, the major media outlets for the marketing events comment, the unity of "more lubrication, less friction" advertising, and create a small budget, the myth of the big effect (make this AD takes only 18000 yuan); The company's own web site unity has increased four times; But people often play company's service telephone and unified company talk about the war the progress and the topic of war and peace, unity of brand influence had lubricant far beyond the product sales and use scope.

Advertisement broadcasting, many dealers to "unified" calls, and they think the AD just like high-end product brand advertising, many didn't sell the united product contacted actively retail stores, with enough confidence to dealers; Many have seen this advertisement audience all think the advertising is foreign advertising company creative, and number of people think that unity is the joint venture enterprise or foreign capital enterprise, many of the drivers are unified lubricating oil to add roll call.

This is classic advertising, formed the unprecedented brand influence, but also for unified lubricating oil brought outstanding sales results, the month when shipments in 2002 than a 100% increase over the same period, sales to the historic breakthrough RMB one hundred million yuan.

Four. Competition unified motorists

Although united ahead of the competition step, established brand advantages, but I was not set up brand barriers. In the unity on the CCTV advertising later, other brand lubricant now follow suit, the rapid increase the brand propaganda dynamics, such as kunlun lubricating oil in 2003 to?????? All the winning CCTV. These competition strength, but already and some professional consulting company collaboration, as long as they increase advertising efforts, more than unity is not hard. And on the other hand, in the market brand lubricant, name, package similar products more. A new packaging came a month to have imitation followed on the market. Meet the "twin brothers", ordinary consumer often thought it was a family. This brand of damage is obvious, therefore, unified brand protection work need to strengthen.

In China, a large number of vehicle failure is caused by the improper because lubrication, and domestic market but also in a blind oil consumption stage. More and more new car and listed the same abroad, to the requirements of the lubricating oil more and more is also high, but the national standards, the user to the understanding of the lubricating oil but not and international synchronized, such as Mazda 6 requirements for the quality of the lubricating oil level SL class, but still stay in SF gb; Private owners also lack of maintenance vehicles of common sense.

For aspires to be the industry leaders brand of "unity" for the consumer care, guidance, education should become unity marketing work key, marketing and professional marketing knowledge bright prospects. Although it may be possible to let competition brand benefit together, but the biggest benefit or "unity", consumers will feel "unity" concerned about, and therefore and brand more close.

Now oil industry market concentration is generally is not high, the market to disperse, but now it has come to the crossroads to shuffle, unified should grab the opportunity and expand market share, in brand image and market share all strive to become a real strong brand.