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
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
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 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.
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