Marketing mix case analysis

If an enterprise needs to launch new products, it must conduct case analysis, so that it can predict the impact of new products on the market and make some countermeasures to reduce the resistance brought by new products to the market. So the following is a marketing mix case analysis that I compiled. Come and have a look with me. I hope it will be helpful.

Marketing mix case analysis 1:

Joint venture + direct operation, Colorful Decoration is seizing the O2O offline market

The National Day holiday has just passed, and there are two big names in the O2O market They jointly dropped a bomb: On October 8, Meituan and Dianping announced their official merger. Going back not too far, Ctrip merged with eLong in May this year, 58.com merged with Ganji in April, and Didi merged with Kuaidi in February. In less than a year, four major mergers seem to indicate that the O2O market will enter a new stage of competition - the market will become more concentrated, the level of competition will increase, and participants will be under greater competitive pressure.

Any company competing in the O2O market, even if it is not in the field of mergers, should be alert to this change, because under the dual push of the market and capital, the situation has evolved. The speed may be much higher than expected. The foresighters with keen sense of the market have already begun to prepare for the rainy day.

On the morning of October 12, in the conference room of Beijing Colorful Decoration Home, Colorful Decoration Home and Changzhou Hongpeng Building Materials completed the formal signing of a joint venture company. This is the first joint venture company established by Colorful Decoration Home in China, and it has also launched its new market expansion strategy - to use joint venture companies and directly-operated stores to go hand in hand to create a high-execution offline service system.

Establishing a joint venture company with regional agents to jointly operate the local market was once a magic weapon for Gree Air Conditioning to build a channel system. Although this model has a relatively high investment, it effectively integrates the brand owners’ Professional advantages and geographical advantages of agents, and with strong execution power, it has become an important force that Gree is proud of. Nowadays, Colorful Decoration has introduced this model into its offline market expansion, which can be said to be a pioneering work in the O2O field. So why did Colorful Decoration Home, which specializes in O2O home renewal services, introduce this model across borders and use "joint venture + directly-operated stores" with higher investment thresholds as its main offline force? Its founder Wu Tangxiang openly expressed their thoughts.

With the development of Colorful Decoration Home today, its product line and service guarantee capabilities have reached a considerable level. Combined with the competitive evolution of the O2O market, the next work focus should be on ensuring service quality and improving consumer experience, and Optimize resource allocation to seize high-quality resources, thereby consolidating its leading position. To achieve these goals, we must rely on the strong execution of the offline service system and close integrated cooperation, and this is the advantage of the "joint venture + directly operated store" model.

Improve service execution

In the view of Colorful Decoration, "joint venture + direct-operated store" is a necessary condition for the long-term development of the company's business, although this model will require early investment. It is relatively large, but the development prospects will be better in the long run. Their confidence stems from the operating performance and performance of their directly-operated stores, the sales data of the Guiyang pilot market, and the huge consumer demand in the home improvement aftermarket. Based on this confidence and grasp of the market, Wu Tangxiang said that Colorful Decoration dares to guarantee that the investment in joint ventures and directly-operated stores can bring more returns in return.

The execution of directly operated stores is guaranteed by the direct management of the company, while in joint ventures, Colorful Decoration will give guidance to partners based on actual operations, control service quality at the highest level, and Achieving the highest reputation among consumers is a core purpose of Colorful Decoration's efforts to develop joint ventures. How to do it? It is through the integrated cooperation form of a joint venture company. First, we must ensure that the partners use the company's own materials in strict accordance with the company's requirements and unify the quality standards of home improvement products; second, we must ensure that every construction worker must go through the colorful decoration home decoration process. Professional training can provide customers with standardized services; third, we must improve the service quality provided by partners to customers and shorten the construction cycle so that customers can experience faster home decoration replacement services.

Wu Tangxiang said that Colorful Decoration’s biggest responsibility to consumers is to have a deep understanding of consumers’ real home decoration needs and provide consumers with just the right home decoration services in a targeted manner, and “joint venture + direct sales” The model of "store" going hand in hand can provide organizational guarantee for the implementation of the concept of "responsibility to consumers".

Researching consumers is also a core consideration in Colorful Decoration’s new expansion strategy. Nowadays, Colorful Decorator focuses its work on consumer research. First, it studies how to obtain consumers online, and then carries out targeted advertising; second, it studies the real needs of consumers, and offline service providers use them accordingly. Provide targeted services. Especially the latter must be implemented through organizational management. Through the form of a joint venture, Colorful Decoration Home and its partners work together to ensure that the investigation and research of local consumers' home decoration conditions and actual needs are effectively carried out, providing an objective and accurate basis for the company's services.

Be the first to integrate high-quality resources

The most cohesive cooperation is when both parties are tied together to pursue consistent interests. Therefore, developing a joint venture is undoubtedly a way to integrate resources and optimize resource allocation. A more advantageous way.

Colorful Decoration has an excellent business model and first-class product line supply. By joining forces to establish a joint venture, it can tie up with local companies that are strong, capable and familiar with the local market conditions. Working together to achieve close and integrated cooperation, such enterprises better understand the characteristics of the local market and can carry out market operations according to local conditions.

Colorful Decoration plans to establish 10 joint ventures before the end of this year to export the company’s brand resources, copy the company’s management model, and unify the company’s strategic operations; partners will provide local products based on their geographical advantages. Market resources, such as business relationships, connections and funds, etc., can realize the optimal allocation and integration of various resources of both parties, so that the local market can be developed more efficiently.

On the other hand, the process of establishing a joint venture is also a process of selecting more capable operators who can develop together. It is a preemption and integration of high-quality market resources.

Colorful Decoration has high requirements for the partners it chooses to establish a joint venture. In the hope of Colorful Decoration Home, its ideal partner in the future should have stronger strength. This strength is reflected in two aspects: First, it has a forward-looking vision and is highly consistent with the thinking and strategy of Colorful Decoration Home. See the future development trend of the home improvement market; second, have the ability to direct the operation of the entire company, and understand store location selection, sales and team management, construction team formation and management, advertising placement, financial management, and even consumer behavior in the local market. You must have a certain understanding of consumer behavior and habits, have outstanding leadership and management skills, and truly understand business operations. In a nutshell, it is to find someone who has a high degree of consistency in thinking and whose financial strength and market operation capabilities can match it.

The reason for such "demanding" may be related to its sense of urgency for market development and competition. Although the home replacement market that Colorful Decoration is engaged in was created by itself, more and more companies and capital are pouring into the related Internet home decoration market and home decoration aftermarket. In the future, its competitors may come from different areas. Wu Tangxiang has a clear understanding of the evolution speed of the competitive situation. He clearly stated that maybe by today next year, there will be many companies like Colorful Decorators on the market, so we must seize the opportunity in terms of time and speed. It will take one year for the colorful replacement service to fully cover all first-tier cities across the country. Judging from Colorful Decoration's own reserves, the establishment of a professional team has been basically completed, with sufficient funds, and there will be greater capital integration in the future. With a clear strategy, innovative model, and abundant strength, Colorful Decoration has "no reason to be slow."

The development of every enterprise will go through different stages. The growth path of Colorful Decoration Home O2O home replacement service is a process of continuous accumulation and innovation. It must not only inherit the previous practical results, but also continuously self-breakthrough. Wu Tangxiang emphasized that no matter how the development stage changes, the original intention of Colorful Decoration has not changed, that is, it is committed to providing consumers with worry-free, reliable and comfortable home replacement services, and becoming a good helper for consumers to replace their homes. This is the market value created by Colorful Decoration Home. "Joint ventures + direct-operated stores" go hand in hand to continuously amplify this value. Colorful Decoration Home will be able to withstand changes in competition and maintain its leading edge.

Marketing mix case analysis 2:

Three squirrels, why can’t you learn?

Let’s review the “Double 11” results of the three squirrels in the past few years. Record: 35.62 million yuan in 2013, 102 million yuan in 2014, and 250 million yuan in 2015. Each year has achieved rapid growth. Squirrel's eye-catching performance has also made it the subject of research by various media and experts. For example, for Regarding Squirrel's performance during the "Double 11" event in 2015, an article listed its "secrets" for success: entertainment marketing, variety show marketing, celebrity customer service, golden fingers, smart logistics and other "high-end" concepts. For these analyses, Three Squirrels Chief Brand Officer Guo Guangyu disagreed. He pointed out that the reason why a small nut can generate so much energy cannot simply be attributed to this or that style of play, but rather lies in the three squirrels' long-term persistence and dedication to user experience. The accumulation of every detail. After the success of Three Squirrels, many people imitated it. For example, they imitated the cartoon brand image, customer service used "main bodies", and packages included fruit shell bags, wet wipes, and walnut clips. Some people even imitated Three Squirrels' text messages. , but it doesn’t look like they have learned it over and over again. That’s because they only learned the surface and they didn’t understand the core secret of the squirrel’s success. So, what secrets are hidden behind Three Squirrels’ sales of 250 million yuan?

Let consumers become your promoters

What is the core concept of Three Squirrels’ brand operation? ?Let consumers become your promoters. Why do consumers want to promote your products? It’s not because they get any benefits from you. Anything gained through benefits is not long-lasting. It must come from the heart, which means giving consumers a full sense of participation, fully understanding their needs, and paying attention to their experience. Guo Guangyu mentioned an example. In the second year of starting the business, Three Squirrels encountered a serious New Year’s crisis and was out of stock. Many consumers scolded Three Squirrels on Weibo and other social media. At this time, there was a A batch of users stood up and explained to these consumers, telling them that Squirrel's products would be arriving soon and asking them to wait patiently.

These users are the die-hard fans of Three Squirrels. They have witnessed the birth and growth of Squirrels and participated in it. Only when you are good enough to your users will they become your promoters. This kind of kindness is by no means some "small favor", but a true understanding of users and caring for them meticulously.

Brand without boundaries

This is another core secret of the Squirrels. The reason why so many fans are willing to follow the three squirrels for so many years is because the Squirrels can play with them. In Guo Guangyu’s words, Three Squirrels is not only an agricultural enterprise, but also an animation enterprise. In essence, what it does is a pan-entertainment thing. Don’t think that selling nuts only belongs to the agricultural industry. You must have the courage to break through the boundaries of your own brand. Only in this way can you continue to open up new ways out.

Especially in such an era of entertainment to death, it is even more important to be able to play and to play with the "post-80s", "post-90s" and even the "post-00s". A brand must be forward-looking, not only We need to seize the current mainstream consumer groups and study the characteristics of the future mainstream groups. Only in this way can we remain unbeaten. Some brands age quickly and cannot compete with young people. Such brands will disappear within three to five years. Be eliminated.

In addition to selling nuts, Three Squirrels is also producing animations, such as "Cute Three Kingdoms", "Strive, Little Squirrel", etc. They have their own production team and have cooperated with Aofei Animation Communication to improve their own production level. For the 2015 "Double 11" promotional video, Three Squirrels also invited a Hollywood production team to personally edit it. In addition, Three Squirrels has also entered the upper reaches of the animation industry, producing animated movies, children's books, etc. Guo Guangyu explained that children often influence their parents' decisions. Three Squirrels not only wants to seize the white-collar crowd, but also influence future consumer groups.

In addition, Squirrel is also involved in the entertainment industry. Before the start of "Double 11" in 2015, six celebrities, Ming Dao, Bao Jianfeng, Chen Derong, Yuan Qiongdan, Tian Liang, and Tan Lina, quietly sneaked into Squirrel's house and made guest appearances in Squirrel . Starting from the evening of December 10th, some of these celebrities will work in customer service positions, interact with consumers online and answer their questions; in logistics positions, celebrities will participate in picking, packaging and other aspects of work. Lucky consumers Investors may also receive autographs from celebrities along with the package. These celebrities each have many fans. This time they went to Squirrel to "work", which undoubtedly stimulated the fans' nerves and stimulated consumer demand.

Guo Guangyu revealed that the visits of these celebrities were actually arranged for filming of a reality show "Hello Rookie" on Anhui Satellite TV. In addition to cooperation in variety shows, Three Squirrels also cooperates with LeTV, the tourism industry, etc. FMCG is essentially a broad-group category, so it cannot be too limited and must be brave enough to break through its own boundaries. Consumer needs are changing every year, and brands must continue to evolve. Guo Guangyu said that Three Squirrels is going to truly influence a generation, and selling nuts may just be a side job for them.

Squirrel Constitution: Don’t make the owner unhappy!

There is a red book inside the three squirrels, which is similar to the national constitution. Any employee who joins the company must learn and remember it, here Let’s list the core ones: 1. We share the same commitment and share the value (employees promise to love their jobs and be dedicated to their work, and the company promises to grow together with its employees and share benefits); 2. Create the future with both hands; 3. You are not allowed to buy products from the same industry; 4. You are not allowed to make the owner unhappy.

Especially the last one is regarded as the core of the core and must be implemented unconditionally from top to bottom. All performance appraisals are linked to this one. I think the reason why Three Squirrels has such a good user experience has a lot to do with their insistence on the Squirrel Constitution.

In order to fully understand user needs and explore user pain points, Three Squirrels also invented a "full touch point user experience management method", which allows employees to transform themselves into consumers, from the perspective of consumers Think about every link, break it down and experience it, and then connect every dot into a line, asking yourself where your pain points are and what areas make you unhappy.

Quickly establish relationships with consumers

Speaking of this, Guo Guangyu said that Internet thinking has been particularly popular in the past two years and has been talked about to a fault. In fact, the essence of Internet thinking is still user thinking. This is the essence of all businesses, whether you are a traditional industry or an Internet company, you must abide by it. This is also the starting point for Three Squirrels to establish relationships with consumers. One of the changes brought about by the Internet is the change in the relationship with consumers. Brands have broken down some barriers with consumers through the Internet and can directly have one-on-one conversations with consumers, which creates the possibility to meet the personalized needs of consumers. sex.

Three Squirrels call consumers "masters". Many people are confused. In fact, this is the design of an Internet scene, which is different from the traditional practice of worshiping customers as God. In the definition of squirrel culture In the company, the relationship with customers is not a business relationship, but a friend relationship. God is aloof, and turning God into the master brings the relationship closer to consumers.

In addition, in order to establish relationships with consumers, Squirrel also develops some peripheral products to fully cover consumers’ living spaces. These peripheral products include the animation works mentioned above, as well as some dolls and household items. Etc., these peripheral products can be used to solve some pain points of users and play a role in awakening and strengthening memory.

Guo Guangyu’s understanding of scene marketing is: find an effective scene, use effective content to interact and resonate with consumers in their current state, and then let them quickly take action through the mobile phone portal. This forms the first time and gradually creates dependence. Later, this scene will become an inducement. For example, a salesman who was running around came back to the hotel after lunch time and was so hungry that he was dizzy. At this time, he walked into the elevator and saw the "Are you hungry" poster? *Minggan, then took out his mobile phone and scanned the QR code. 20 minutes later, hot food was delivered to the door of the room. From then on, when he was hungry, he would think "Are you hungry?"

Different corporate cultures can bring different combat effectiveness

The corporate culture of Three Squirrels is also unique. Each employee has a person named "Squirrel" or "Rat" The nickname at the beginning, such as Zhang Liaoyuan's internal name within the company is "Squirrel Daddy", Guo Guangyu's nickname is "Squirrel Little Crazy", and customers are always addressed as "Master". Over time, role substitution will occur. Guo Guangyu said that now he is not used to people calling him by his real name. Inside Squirrel, even the factory aunts will call "Master". This Squirrel culture has an invisible impact on employees and will enhance their collective consciousness and service awareness.

In addition, as mentioned earlier, there is an article in the Squirrel Constitution "*** share the same commitment, *** share the value". This article is to rebuild the trust relationship with employees (in most companies, employees and companies There is distrust or even opposition between employees). Only when employees trust the company and the relationship is equal, can they serve the master well from the heart, and the master will become your promoter.

Nowadays, many people learn from Three Squirrels, but learning cannot just stop at the level of imitating words and cartoon images. If there is no corresponding corporate culture to match it, it will naturally be copied by rote. Corporate culture is a long-term development process. Different corporate cultures can bring different combat effectiveness. This is the fundamental reason why you cannot learn from the three squirrels.