Case analysis of online wine marketing

Case analysis of online wine marketing

"internet plus" is the general trend, and the wine industry can't escape. The general trend, if you follow it, you will prosper, and if you go against it, you will die. But when it comes to the industry, it should be "+Internet". Some people are on the road of "wine industry+Internet", some people are still marking time, and some people have already set off ... Let's make an Internet liquor marketing case for everyone, hoping to help you!

Internet liquor marketing case analysis article 1 case 1: directly facing consumers through the internet.

Among the subsidiaries of Yibin Wuliangye Co., Ltd., Hebei Never Divide Pear Wine Co., Ltd. directly faces the Internet marketing activities carried out by consumers, which has great reference significance.

According to Song Ruiming, chairman of Never Divide Pear Wine Industry, in addition to having an official WeChat account-"With You", the company has also established dozens of small WeChat groups according to different interests of consumers. For these groups composed of different hobbies, pear wine industry will never divide special personnel for maintenance on the one hand; On the other hand, the company will also support and encourage various groups to carry out some collective activities. After long-term operation and maintenance, the number of people who directly contacted the official WeChat account and WeChat group of Never Divide Pear Wine Industry reached1.20,000.

Although the pear wine industry never realized the importance of internet marketing and consumers when it first launched internet marketing promotion, it was only because of the high cost of traditional marketing and brand promotion channels and the great market resistance of new product promotion.

However, from the perspective of marketing effect, their marketing and brand promotion methods that directly face consumers and care about consumer experience have obvious effects. Song Ruiming also bluntly said that Internet marketing is the most important marketing and brand promotion means for pear wine industry at present and in the future. The team responsible for operating and maintaining the official WeChat account and WeChat group has gradually grown into a large team of 25 people.

For the products that never divide pear wine industry, they can quickly open the market in Handan and even Hebei. Song Ruiming believes that their success lies in the close integration with consumers. On the basis of this close combination, they pay attention to the consumer experience and actively provide more services for consumers. In the process of protecting consumers, the company realized the combination of marketing, brand promotion, dealer management and consumption data analysis, which provided a good market foundation for the formulation of the company's development strategy.

For traditional regional distributors, the internet marketing of pear wine industry has great reference significance.

Song Ruiming believes that Wuliangye's national brand is highly recognized in the market and has loyal consumers, compared with brands such as Danjiu, which is owned by Never Divide Pear. Therefore, in the regional market, the marketing resistance of Wuliangye dealers will be much smaller. If we can make good use of Internet thinking, combine traditional channel resources with modern Internet technology, intensively cultivate regional markets, directly face consumers, provide more convenient purchase channels, and build a regional Internet marketing ecosystem, we will certainly succeed in regional markets.

Case 2: Actively expand Internet channels

In addition to further deepening traditional channels, Wuliangye Company is also actively expanding Internet channels. On June 20 14, Wuliangye Company and JD.COM signed a strategic cooperation agreement and reached a strategic partnership. Wuliangye Company also tailored 16 18 Luzhou-flavor liquor (6 18ml) for JD.COM.

This year is also regarded by Wuliangye Company as an important and crucial year to expand e-commerce channels. It is understood that Wuliangye Company will strengthen the professional construction of e-commerce team, set up a full-time team covering professionals such as operation, planning, design, logistics and customer service, and establish supporting systems such as finance, fee support and logistics services to adapt to e-commerce channels, and gradually realize the strategic positioning of Wuliangye e-commerce channels. In addition, Wuliangye Company will optimize more e-commerce channel agent platforms, and establish an e-commerce channel operation system in the primary stage of Wuliangye through cooperation with various specialized e-commerce platforms.

Different from the previous mode of transferring liquor products directly from traditional channels to online channels, the cooperation between Wuliangye Company and e-commerce platform is consumer-centered. By jointly developing and standardizing the online consumer market with e-commerce platform, * * * enjoys marketing data resources, thus better contacting the first-line retail market, with a view to providing consumers with better products and shopping experience.

Case 3: Promoting brand communication and promotion

According to the data of 20 15 WeChat users produced by China Museum, by the end of the first quarter of this year, the monthly active users of WeChat had reached 549 million, covering more than 200 countries and regions around the world. In addition, the total number of WeChat WeChat official account registered by brand exceeds 8 million, the number of mobile application docking exceeds 85,000, and the number of users who pay through WeChat reaches about 400 million. From the frequency of use, 25% of WeChat users open WeChat more than 30 times a day; 55.2% of WeChat users open WeChat more than 10 times a day. In China, WeChat has also covered more than 90% of smartphones. It can be said that WeChat is not only a mobile phone application, but also an indispensable tool in our life.

During the past Father's Day, Wuliangye Company launched three WeChat marketing activities called "Grains and Wine, Pay tribute to Father's Love" through the tool of WeChat. During the event, WeChat users pay attention to the official WeChat public platform of Wuliangye and share the activity page to get Wuliangye fine wine.

According to the relevant person in charge of Wuliangye brand management department, this WeChat marketing activity is a brand-new attempt of Wuliangye to combine low-level brand promotion activities with hot events with consumers as the core and emotions as the link.

According to the relevant personnel of Wuliangye Market Service Company, this Father's Day WeChat marketing activity has also achieved good communication effect. On the first day of the event, the reading volume of WeChat tweets reached 280,000. Since the launch of the event, the number of followers of Wuliangye official WeChat public platform has increased by 1 10,000 people every day.

It is worth mentioning that before the press release, the news from Wuliangye Company said that the company had reached a cooperation intention with a well-known domestic university-University of Electronic Science and Technology of China, and planned to reach a deeper strategic cooperation in the field of "internet plus". It is believed that Wuliangye Company will bloom more dazzling colors in the "Internet age".

Case study of Internet wine marketing II. Introduction to enterprises;

Golden Seed Wine Industry is located at No.302, He Bin Road, Fuyang City, Anhui Province. Is a state-owned enterprise specializing in liquor, biopharmaceuticals, real estate and packaging materials, with a listed company and eight subsidiaries. 1998 is listed on the Shanghai Stock Exchange, and its brands mainly include soft seed wine, Xianghe seed wine and Di Yun Zuisanqiu, with a total revenue of 20 17 years 129 billion.

Enterprise network operation analysis;

In the analysis of network marketing, we mainly selected Baidu, Weibo, WeChat and Zhihu information. The following is a specific analysis:

Searching for "golden seeds" in Baidu is mainly about the stock market and product introduction of golden seeds. Baidu index shows that in the past 90 days, the highest search index was 466, while the index of first-line liquor brands, such as Maotai, was 8500. This shows that despite decades of development, there is still a big gap between the popularity of gold seeds and the first-line brands. There are tens of thousands of fans searching for "Golden Seed" official Weibo. The official Weibo is very active, but the fan activity is not high. Take Maotai as an example, the number of fans is more than 654.38+0 million, but there is a big gap between them in Weibo. Golden seed is not only an introduction to enterprises, but also a holiday greeting. Although there is interaction, the participation is not high. In addition to company introduction, Maotai also introduces wine culture, festival interaction and lottery interaction in more forms. Judging from the number of likes and comments, users are mainly interested in wine culture and lottery tickets, and the number of participants in other sectors is very small. It can be seen that how to interact with customers is a global problem for products such as liquor. The situation of WeChat official account is similar to that of Weibo, but the single and empty content is still a big problem. Different from Weibo, WeChat has added purchase options to provide convenience for users who want to buy. In Zhihu, most of the content about golden seeds appears in the news, and few questions are initiated by users. Yes, please ignore it.

In terms of online sales channels, Golden Seed Group chose to set up official stores in Tmall and JD.COM, which have been in operation for a long time and scored above average in store evaluation. Moreover, in terms of sales volume, the most popular is middle and low-grade liquor. There are also high-grade liquor in the shop, but the number of buyers is not large. In contrast, Maotai is still taken as an analogy, and its score on Tmall and JD.COM platforms is higher than that of Golden Seed. From the product category, Maotai also covers middle and high-grade liquor. Similarly, the sales gap between high-grade liquor and low-grade liquor is very large, and the sales of low-grade liquor are even thousands of times that of high-grade liquor. It can be seen that consumers are more inclined to buy low-grade liquor online.

Analysis conclusion:

Golden seed liquor used to be the mainstay of second-line liquor, but it began to decline from 20 13, and now its assets have shrunk by half, and it has long been listed. Golden seed hopes for e-commerce, but now it seems that the effect is not ideal. In addition to experience, enterprise management and operation mode are big problems. Although I was very willing to develop online business, I didn't seize the opportunity to promote it. At the same time, the narrow customer base is exposed in the online platform, and offline marketing thinking is still adopted in the online marketing process. Too conservative marketing methods are difficult to occupy an advantage in online marketing. Today's Golden Seed Liquor is difficult to reproduce the glory of that year, but the online market of liquor is still developing, and Golden Seed Group still needs to spend a lot of energy to study how to carry out online sales and management reform. The so-called "it's not too late to mend." "Today, with the popularity of online marketing, it also provides opportunities for companies seeking breakthroughs. The key is whether they can seize this opportunity and achieve a counterattack.

From the example of Golden Seed, it can be seen that in the process of online marketing, popularity is a problem that enterprises must face. No matter how famous online is, online fame still needs to be won. In a sense, popularity is wealth.

Case Analysis of Internet Liquor Marketing Part III Case 1: How does an ordinary regional liquor enterprise achieve excessive growth through community marketing?

1 case background

The winery is located in an ordinary county-level market, and there is an old brand with a long history as an opponent. The annual sales of enterprises is around 30 million, and the market basically follows the strategy. More than 90% of the sales come from traditional circulation channels.

No matter the differentiated positioning of brand/product, product structure and profitability, there is no way to talk about it. "Eat after catching a bite of others" is basically struggling on the breakeven line, and it also represents the status quo of a large number of enterprises.

2 solution ideas

Clear brand and product differentiation positioning. Regardless of the scale of operation, brand products should have distinctive symbols and positioning. According to the analysis of market competition, we help enterprises to make some high-priced supplements, aiming at some government and enterprise markets.

In traditional channels, establish core store alliance and focus on development. Carry out the platform construction of the core terminal alliance of quantity guarantee, group purchase and banquet. In addition, community marketing is not only aimed at C-end, but also an important part of B-end.

All-round sinking, deepening the promotion and operation of C-end. Lock the "back-to-factory tour" to detonate at a certain depth, and lock in three major theme activities throughout the year:

Drinking Festival+Back-to-factory Tour-Send an invitation letter to invite consumers to realize drainage and return to the factory;

Teacher Xie's banquet+back to the factory tour-using the teacher's drainage to carry out some services such as volunteering to fill in the college entrance examination guidance;

Picking Festival+Back-to-factory Tour-Inviting consumers to enter the core raw material production areas of the enterprise to understand the high quality of raw materials, increase brand confidence, and use the card storage mode to improve the conversion rate when returning to the factory.

Synchronous drainage to the line, basic data collection. Send some goods and gifts (you need to scan the code and log in to the mall and leave information in the mall to complete data collection), and interspersed with a large number of small-scale factory return visits, offline tasting sessions and offline theme activities promoted by various communities/communities in the three major theme activities.

Enterprises should use the trip back to the factory to interact with consumers. Any activity should attract a hundred people to scream and let a thousand people know. It is necessary to maximize communication through media-based theme communication, event communication and serialization communication.

In addition, it also includes the cooperation between winery and returning tour, the upgrading of infrastructure such as factory capacity and appearance, the matching of online shopping malls/applets, and the improvement of organizational functions such as repositioning, structure and assessment.

3 phased results

In one year, sales exceeded 50 million. The traditional channel has 60 quality core terminals, 10 group purchase core terminals and 12 banquet core terminals.

The deep operation of C-side is based on three thematic activities. In one year, the online platform collected more than 20,000 pieces of consumer information and launched explosions before the Spring Festival.

During the epidemic, the online activity of "Booking Banquet and Sending Super Gift Package" initiated by the company achieved remarkable results. In just 30 days, more than 200 online deposits have been made.

No matter the new model or the old model, banquets are a big market, and the confidence of both business owners and sales managers has been boosted. In addition, in this process, the company also exercised the team, accumulated experience and copied it to help enterprises successfully attract investment in three target markets outside the region. With the slow recovery of the later market, the established consumer market this year should not be difficult.

4 Next step plan

Community promotion, community promotion, deepening operation. Deepen the relationship with consumers, such as parent-child activities, lectures on neonatal feeding related to full moon wine and altar closure, and sales of special brewed wine related to community public health knowledge lectures.

In addition, this year, the company will seek some horizontal alliances, do some love funds in the community, seek the government to do some moving people in the annual selection, do some public welfare time, strengthen the deepening of consumer relations, and further realize the promotion of sales.

List of 5 key elements

Wineries should unify their thinking. We must firmly build a new marketing promotion and operation management system that integrates brand communication, consumer encouragement and product marketing.

The specific landing must focus on the tipping point, find a key core tipping point, and do it deeply and thoroughly. This is a key point. The unity of ideas needs to be strengthened by point-like actions. If the organization can't see the effect soon, it will be difficult to improve confidence and unify thoughts.

Many enterprises often don't understand this well and get used to channel distribution. Nowadays, we are all individuals with very distinct personalities. After making good social relations, we should invite them in.

Generally speaking, inviting the community to return to the factory is not completely open, even if there are only 200 to 300 people. In this process, there must be various pictures spread, including all the interviews, which will attract everyone's attention. For example, the whole wine tasting will send a group of pictures to spread in the circle of friends, and there will be rewards for collecting praises in a limited time. Later, special soft articles will be pushed for some media communication.

Finally, we should remember that we should pay attention to methods, not naked communication, and the effect of consumer experience stores will be discounted.

There is a key factor why this wine company can achieve the linkage between B and C: it is difficult to achieve community marketing within a certain period of time, especially in the banquet market. All catering businesses have a pain point, and the remaining wine on the banquet can be returned. In this case, the development and mining of B-side becomes particularly important.

Case 2: A new way of sales for an ordinary dealer.

1 case background

The category structure and channel structure of this company are strictly traditional wine merchants. The sales volume of Maopu Tartary Buckwheat Wine reached several hundred thousand in the first year.

The company's sales structure still mainly comes from "Xiaomaopu" and relies more on the channel advantage of liquor. As a new category, consumers' cognition is still at a low level. At the same time, compared with the local brands where the dealers are located, banquets and business banquets have not been recognized and accepted by consumers.

Later, on the one hand, thanks to the help and operation of the brand, on the other hand, enterprises also deeply realized the importance of differentiation. In the second year, they fully opened the road of new marketing and fully realized the linkage between B and C.

Most of the energy and resources have entered the consumer side in an all-round way, and "community marketing" has been promoted in an all-round way. Through the promotion of a large number of "going out, please come in" work, a series of activities have been carried out; At the same time, comprehensively lock in the "banquet-type" core terminal stores, form an alliance, and operate in a community manner.

Start the construction of "regional experience center" platform. He found a place, which is a platform for brand display and communication; The "home" of traffic collection.

At the same time, the company tries to integrate products, categories and cross-border around the core of "diversified satisfaction of a single consumer group". Consumers have three major needs. The first is the professional demand. The second is the needs of life; The third is social needs, mostly because there are some local consumer groups, and it is necessary to carry out a work for each group.

2 phased results

For more than a year, it sold 5 million directly; The total scale is from several hundred thousand to about 8 million, and the traditional channel is about 3 million; More than 80% of the communities have a comprehensive grasp of the regional market.

The "experience center promotion platform" has been systematically established, and the vertical distribution system and membership system are expanding rapidly. At the same time, the company integrates more categories and horizontal alliance resources around the "career, life and social" needs of consumers.

Business category: more prices, more product supply: at the same time, there is "tea"; "Related products": Ge Fen, this is just what people who often drink;

Social category: "health products"-black wolfberry, saffron, we use more gift packages with double bar codes inside and outside.

Life: weddings, funerals, wine, large bottles of drinks; The ceremony of sealing the altar of the daughter red altar; Classmates/comrades-in-arms/further studies and other scene consumption;

Horizontal alliance: the linkage of banquet hotels; Wedding ceremony; Cake shop; Sporting goods suppliers.

In the new year, the company's total store sales target is 6.5438+million; Sales of new categories such as tea are 30,000-40,000; Cross-border income through horizontal alliance exceeds 6.5438+0 million.

List of 3 key elements

First of all, we should have our own home court. In social marketing, whether there are 200 people or 300 people, the basic proportion that can eventually be transformed into loyal fans is 10% to 15%, and there may be only twenty or thirty loyal users. It is more efficient to establish a community by classifying them. At the beginning, we should focus on BC linkage and build a vertical distribution system.

Focus on community, community and circle for in-depth promotion in the early stage; Adhering to the construction principle of collecting traffic-fans-die-hard-core-partners-business partners, lock the vertical distribution system at the C end and sink deeply;

The promotion of community marketing is to analyze the specific market and define the consumption structure as our main sales group. We should dig deep into several influential communities and catch twenty or thirty activists in this part. In the early stage, they all held sponsored drinks, provided fees or prizes, and engaged in activities together. A business atmosphere must not be too heavy. You must get recognition by participating in and organizing activities. There will be sales naturally, and you must be willing to invest.

In the first stage, community marketing must be communication and influence. When the influence arrives, it will naturally be sold, and it will also drive the channels to sell.

Can not be sold directly, after approval, you can use some "positive energy" theme actions to stir up group members; After going deeper, let's do some sales work.

Case 3: A new way of marketing reform of "super business"

1 case background

The annual sales of this supermarket is about 500 million yuan, and it owns many famous wine brands such as Wuliangye, and operates several imported wine brands exclusively, involving too many brands, and the capital chain is under great pressure.

The company's product operation is mainly based on agent distribution, with transparent profits and limited returns; At the same time, due to the constraints and restrictions of upstream brand enterprises, channel innovation is also difficult to break through.

In terms of internal organization, on the basis of flattening, the company structure lacks the core support soul, and the motivation to rely on independence and initiative to make changes is insufficient, which makes the whole company confused.

What does the enterprise have?

The "enterprise brand" accumulated for many years is excellent, with a large radiation radius, which can effectively cover the markets of the two provinces and has a large number of downstream commercial resources that have been cooperating for more than ten years.

The author suggests that the company "devote itself to building an integrated supply chain platform for professional product selection experts in the upstream of the industrial chain", develop together with the huge commercial network in the downstream, and change from "transaction" to "joint".

3 product aspect

Strengthen "channel model innovation" instead of "cross-border operation". It is necessary to build a three-level joint platform: provincial operation platform, regional joint mining platform and core terminal promotion platform. Not only selling goods downstream, but also a set of promotion and marketing models to help downstream customers continue to make money.

Strengthen the innovation of operation mode, jointly launch an investment platform with downstream core business, reversely integrate upstream product resources, and establish consistent interests. Downstream core business partners are not only investment shareholders, but also agents in various regions. The stickiness and compactness of the whole business have been strengthened.

Case Analysis of Internet Alcohol Marketing Chapter IV Marketing Theme: Entertainment, No Preaching

People who see the packaging of ginger products for the first time often shine at the moment: "I am ginger, and my life is very simple." The frosted glass bottle body, the LOGO printed with "I am Jiang" and the cartoon image of a young man, and Jiang's quotation similar to "We may not be outstanding, but we are destined to be different" make this product more like a newly launched beverage brand than liquor.

The distance from the traditional liquor brand is exactly what the founder of Jiang brand thought: "We even considered whether to define this product as liquor, but to create a new category."

I want to jump out of liquor, because liquor has quickly become a negative word. Tao Shiquan said, "Liquor brands have always been' squatting'." This is related to the whole social and cultural background. "Everyone wants to play a higher-end image than himself." Therefore, liquor brands all over the world reflect these "high-ranking" characteristics, such as dignity, history, rarity, responsibility and feelings.

But not everyone likes to "carry" in this serious way. Looking at the night consumption and self-drinking consumption market occupied by strong foreign wines in recent years, we can know that liquor brands are hard to be liked by young people. In fact, a stronger Volga may not have a fragrant Fenjiu to drink; The history and culture of liquor is not shallower than that of wine. However, foreign wine brands, with a brand advertisement of "living chivalry" or a set of rules and ceremonies for wine tasting and evaluation, make ordinary consumers (regardless of age and sex) feel that he has connotation.

"Traditional culture must communicate with consumers in modern language." Tao Shiquan was inspired by Tang suit and 12 women's group at APEC meeting, and packaged traditional culture in a modern way. "It is still traditional in the bones, but the way of communicating with consumers has become more modern and more acceptable."

Therefore, Jiang took a completely different route from the traditional liquor image of "standing tall"-"literary diaosi" route.

"There was a male guest in the program" If You Are the One "who washed himself as soon as he came to power and described himself as a" literary youth ". In Tao Shiquan's view, this means that the social and cultural atmosphere has changed. Instead of playing a "better self" every day, I will express my true self frankly.

"This is an attitude, the attitude of literary youth, and the attitude of entertainment life." Based on this attitude, Jiang's brand image has been shaped. "Jiang is an entertainment brand that entertains the public. Not preaching. "

Brand design: young people feel like themselves after reading it.

The United States has Grandpa KFC, but China has no Uncle jiaozi. If you have a personalized image, it will be easier to spread. Since it is an entertaining spiritual brand, it should be expressed by the image of the public. Therefore, when designing the cartoon image of Jiang, a requirement is put forward for the designer: it must be the public face of the post-80 s and post-90 s, and anyone who looks at it feels like himself.

A public face, coupled with Jiang's literary quotations (there are more than 50 at present, and they are still increasing), the image of a young literary and artistic person is on the "bottle". "I am who I am. I am standing here now. I am Jiang. If you like, you can participate. If you don't like it, you don't like it, and I won't please you. "

This is exactly what the post-80 s and post-90 s think.

Changes in market demand

It's not just the social and cultural atmosphere that has changed. Under the influence of the Internet, people's social ways are also changing. New social tools enable people to form different social circles at a lower cost.

While others were skeptical about social marketing, Tao Shiquan explored a set of effective methods to promote brand and sales with social marketing.

"Only recently did I understand how to make good use of social marketing." Tao Shiquan explores new ways to communicate with consumers through the combination of online and offline.

The first step of this method is to find opinion leaders. Find one or two opinion leaders through online or offline relationships. These opinion leaders may be local big V, or they may be grassroots tuba. They generally have a certain appeal in a certain area or field (such as a certain sport or entertainment), and often have some offline party activities. Therefore, behind these opinion leaders is a real social circle.

After finding the opinion leader, the next step is to communicate with him online and offline. Offline communication, "Our products are easily liked by each other. After liking it, he will share it with friends through Weibo or WeChat. " However, the greater advantage of making friends with opinion leaders is that you can participate in circle activities in an appropriate capacity.

"I just need to catch one or two events in the circle." For example, in May this year, a local go-kart club in Chongqing held a go-kart competition, which attracted some local fashionistas to participate, and Tao Shiquan himself took part in the competition. "Hang out with people like them."

After becoming a "celebrity" in the social circle, it becomes logical to share your Jiang Xiaobai products with friends in the circle. Friends in the circle will also take photos of this social activity with Jiang and post them on social platforms such as Weibo and WeChat.

Therefore, while "playing", it also solves the first experience of consumers and word-of-mouth communication.

"The biggest fear in this era is that you have no topics and no news points." Obviously, Tao Shiquan took full advantage of this. Whether it is opinion leaders, offline activities, Jiang's brand or the founder himself, it is topical. With the topic, there is concern. "Many people just see friends sending photos on Weibo, and they have a desire to buy before they see the products." People often ask: Can I buy ginger here?

Use a number to illustrate the effect of ginger brand being actively spread by consumers. There are usually more than 20 records when searching for "Jiang" related Weibo on Sina Weibo in one day. Other liquor brands with similar positioning generally have only five or six records in Weibo every day, or even less.

Although the number of Weibo's articles can't explain much difference. However, if we carefully analyze the contents and sources of these Weibo, we will find that the Weibo related to ginger is more the spontaneous content of consumers. Compared with another liquor brand, although the official Weibo has been established, and great efforts have been made on every Weibo content, UGC (User Generated Content) is far less than that of Jiang Duo.

Social marketing is not a one-way communication, nor is it just an online interaction. No offline contact, or no contact with consumers.

"There are so many liquor brands in the country, which one is known to consumers so soon? This is something I have not felt in my career for more than ten years. " Tao Shiquan himself was very excited. Originally intended to attract post-80s and post-90s Jiang, he unexpectedly attracted uncle-level post-70s and post-60s in communication. "This represents a powerful force. Youth lies in feeling, not in age. "

"Innovation in the name of youth, creativity in the name of youth, subversion in the name of youth, deep insight into the traditional conservatism of China wine industry, adherence to the same historical and cultural demands, and turning a blind eye to fresh contemporary humanities." This deeply hurt the hearts of liquor bosses.

Up to now, the image Jiang gave is not a liquor brand, but a cultural and creative company. Its success is worthy of further exploration by those who study "marketing" major.

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