欧美三级在线播放线观看

欧美三级在线播放线观看>> 设计信息>>  定位观点>> 品牌战略定位咨询-定位策划案例分享
看看一句话如何让销量从80万突破1亿元,希望能转变旧有观念,带来新的启发
品牌战略定位咨询-定位策划案例分享


三年时间,一句话让销量增长100倍 

中国战略定位咨询余师分享

前言 

ZHONGXIAOXINGQIYETINGDAODAZAOPINPAIDEDIYIFANYINGSHISHENME?ZABUQIGUANGGAOFEI。 

NEIHUANGESHUOFA,YIJUHUAJIANGQINGCHUCHANPINTESE,NENGRANGXIAOLIANGZENGZHANG 100 BEI,YAOBUYAO?HAIYOUZHEIZHONGSHI?! ZHEIZHONGBIAOTIDANGWENZHANG,BIXUXIANSHAOZUOSHUOMING。YIJUHUAQIDEZUOYONG,SHIZHUANBIANLEQIYEDEGUANNIAN。ZHUANBIANGUANNIANHOU,1 YIYUANDEXIAOLIANGHAISHIYAOKAOZHASHIDEZHIXINGCAICHUDELAI。ZHIYUSHUOSHIYIJUHUAZHONGYAOHAISHIZHIXINGZHONGYAO,NEIDENGTONGYUTAOLUNFANGXIANGPANZHONGYAOHAISHICHELUNZHONGYAO,WUYIYUSHI。YOUYICHUDETAOLUN,ZESHIZHEIYIJUHUALIYUNHANDEPINPAIGUANNIAN,SHIRUHEDAIDONGQIYENIUKUIWEIYING,CONG 0 DAO 1,DAZAOPINPAI,TISHENGXIAOLIANG。 

PINPAIDEDAOLIZHIYAOSHIZHENGQUEDE,WULUNSHIDADAOQIANYIGUIMODEQIYE,HAISHIXIAOWEIQIYE,DOUSHISHIYONGDE。 ZHIYUQIYEYOUNEIMEDUOZHUANQIANDETUJING,WEIHEPIANPIANYAODAZAOPINPAI,ZELINGWENZAIXU。ZHEILIJIASHEDAZAOPINPAISHIDANGJINQIYEDEBIBEIJINENG。 

小微型企业对打造品牌敬而远之的态度,多是遭受历来各种错误的品牌观念影响的后果。本文剖析一个经手的项目,客户方起步时可谓“小微至极”,看看一句话如何让销量从80万突破 1 亿元,希望能转变旧有观念,带来新的启发。 
wide-banner.jpg

枚柯的亿元品牌路 

KEHUFANGERCICHUANGYEDAILILEHANGUOHUFUPINPAI MAYCOOP,ZHONGWENMINGWEIMEIKE。 KAIJUSHEDINGSHI 5 RENTUANDUI,YIGELAOBAN,YIGERENSHI,YIGECAIWU,YIGE IT,YIGEWENAN。XINGONGSIZUJIANXINTUANDUIDAILIXINPINPAIYONGXINCHANPINJINRUXINXINGYE,WU“XIN”JIXIANGMU,YUNYINGLIANGNIANSHIJIANXIAOLIANGBUDAO80WAN,LEIJIKUISUN 700 WAN。QIYEGOUXIAOGOUWEI,ZHEISHIXIANGMUHEZUOBEIJING。 

XIANKANCHANPIN。KEHUFANGFENGZONGZHENGSHIKANZHONGCHANPINDETESE,CAIXINXINMANMANNAXIAZHONGGUOZONGDAILI。ZHEISHIYIKUANHUFUXILIECHANPIN,SHUIRUGAOSHUANGYE,DOUYOU。TESELAIZICHANPINYUANLIAO,CHUNTIANRANDEYUANLIAOZHONGHANYOUWEITAMING,ANJISUAN, KUANGWUZHI,PUTAOTANG,GUOTANG,ZHETANG,ZHIFANGSUANDENGDENG,GONGNENGQUEZHISHICHANGGUIDEZHANGXIAOBUSHUIYOUBAOSHI。FENGZONGJIESHAOCHANPINDESHIHOU,QUEFANYINGCHULEPINPAIWENTIDEZHENGJIE。ZHEIGECHANPINTAIHAOLE,GUANGSHIBAGEZHONGYUANLIAODEHAOCHUHEXIANGYINGDEGONGNENGJIESHAOWAN,JIUDEYIGEXIAOSHI。NAGEXIAOFEIZHENENGYOUWOZHEINAIXIN? 

CHANPINZHILIANGHAOGONGNENGQIANG,YIDINGNENGMANZUXIAOFEIXUQIU,ZHIYAOBACHANPINDEZHEIXIEHAOCHUJIESHAOQINGCHU,JIUBUCHOUMAIBUCHUQU。ZHEIDECUOWUPINPAIGUANNIANDEDIANXING。RUJINQINGZHOUCHUGUOWANZHONGSHAN,HEKEHUHUIGUXIANGMUDESHIHOU,CAIHAOYISISHUODANGCHUZHEIZHONGXIANGFALVEDAIKEXIAO。 

由于代理费,库存,明星代言费,航空杂志广告费,以及各种费用支出后,企业原计划的销售渠道自然想以电商为主。 
story1-2.png

战略定位咨询公司建议:转换观念 

CONGJIYUYONGCHANPINQUMANZUXUQIUDEGUANNIAN,ZHUANHUANCHENGZHANJUJIAZHIDEGUANNIAN。 

ZHENGQUEDEPINPAIGUANNIAN,BUSHIMANZUXUQIU,BUSHICONGCHANPINCHUFA,GENGBUSHIHUANGEPINPAIXINGXIANG, ERSHICONGZHANJUJIAZHICHUFA。YOUJIAZHIDECHANPINNENGMANZUXIAOFEIXUQIU,DANZHIYOUZHANJUJIAZHIDEPINPAICAINENGHUODEXIAOFEIZHEDEXUANZE。RANGJIAZHIQUMANZUXUQIU,QIYEYAOZUODESHI,RANGPINPAIQUZHANJUJIAZHI。SUIRANZUIZHONGYAOYICHANPINZUOWEIJIAZHIZAITI,DANJIAZHIQUEBUJINXIANYUCHANPINCENGMIAN。ZAICIHEDAJIAJIAOLIULIANGGEWENTI:NIDEPINPAICHULECHANPINCENGMIANZHIWAI,TIGONGLENAXIEJIAZHI?QIZHONGNINENGZHANJUNAGEJIAZHI? 

YIZHANJUJIAZHIWEISIKAODEQIDIAN,JIUHUIKANDAOJIAZHISHIDUOWEIDUDEGAINIAN,CHANPINTEXINGZHISHIYIZHONGWEIDU。ZAIMEIKEDEANLIZHONG,ZHEIGEWEIDUSHI“SHENGJI”。RENDEZHUYILIDUIXINSHIWUTIANRANDIGENGJIAMINGAN,DANHENDUOQIYEWUHUILEZHEIYIDIAN,YIWEIZHIYAOSHIXINSHIWUJIUNENGYINQIXIAOFEIZHEDEZHUYI,ZHEIZHISHIBIAOMIANXIANXIANG,XIAOFEIZHEWANGWANGHAOQIBUGUOSANMIAOJIUJUEDEBUGUORUCI。 

真正的新事物,应该是具备新的价值。而更好的处理方式,是将“新”定位为“升级”。 那么枚柯的产品中有什么“升级”的价值呢? 



价值层级 

ZHUANHUANCHENGZHANJUJIAZHIDEGUANNIAN,SHIJINRUYIZHONGXINDESIWEIFANGSHI,JIAZHIYOUWEIDUDEHUAFEN,YOUCENGJIDEHUAFEN,YOUFANCHOUDEHUAFENDENGDENG。MEIKEDEXIANGMUYAOCONGCENGJIJIAODUQIERU。JINGGUOYIGEYUEDEJINGZHENGFENXIHEXIAOFEIDIAOYAN,JIEHEQIYEZIYUAN,WOMENZHAODAOSHIHEMEIKEDEJIAZHICENGJI。 

YUANXIANPINPAIDEJIESHAOTINGLIUZAICHANPINCENGMIAN,JIESHAOGEZHONGCHENGFENHEXIANGYINGDEGONGNENG。XINDEPINPAISILUSHIZHAODAOHUFUCHANPINZHONG“JICHUYE”ZHEIGEJIAZHICENGJI。HUFUCHANPINBIXUYONGJICHUYEJIANGGEZHONGCHENGFENRONGHEZAIYIQI。YOUXIAOCHENGFENJIUXIANGKAFEIFEN,JICHUYEJIUXIANGKAISHUIYIYANG,KAISHUICHONGKAFEIFENDEDAOKAFEI,TONGLI,JICHUYETIANJIAYOUXIAOCHENGFENDEDAOHUFUCHANPIN。YOUCIKEJIAN,YIPINGHUFUCHANPIN,ZHISHAO 70%SHIJICHUYE。ERMUQIANSUOYOUDEHUFUCHANPIN,JICHUYESHIGEZHONGSHUI,BIRUQULIZISHUI,SHENCENGHAISHUI,SHUOLAISHUOQU,JIUSHISHUI。 

MEIKEDECHANPINTESESHIYONGFENGSHUYEDAITISHUILAIZUOJICHUYE。SHENQIDEDAZIRAN,FENGSHUDESHUGENCONGTURANGZHONGXISHOULESHUIFEN,JINGYOUSHUGANSHUSONGSHANGQUDESHIHOU,ZHIYAOZAISHUGANSHANGDAGEDONG,JIUZIRANLIUCHUFENGSHUYE。MEIKEDECHANPINZHONG,ZHENGSHIZHEIGEFENGSHUYERANGCHANPINBAOHANLEGEZHONGCHUNTIANRANDEYINGYANGCHENGFEN。 

QIANQIDECHANPINJIESHAOJIANGZHUYILIJIZHONGDAOGEZHONGCHENGFENZHEIGECENGJISHANG,XIANGMUDECHENGGUOZHIYI,SHIJIANGJIAZHISHANGSHENGYIGECENGJI,DAOLEJICHUYEZHEIGECENGJI。ZHEIZHONGDAITIDEJIAZHISHIYOUKEXUEYIJUDE,SHUIFENZITIJITAIDAWUFABEIJIFUXISHOU,YOUXIAOCHENGFENYEWUFATOUGUOJIFUBIAOCENG,YIDANCHENJIZAIJIFUSHANGJIURONGYIYINQIPIFUGUOMIN。ERFENGSHUYESHIQUANSHIJIESUOYOUTIANRANYETIZHONG,TIJIZUIJIEJINRENTITIYEDE,YINCIBUJINNENGGAOXIAOSHENTOUJIFU,QIZHONGCHUNTIANRANDEYINGYANGCHENGFENYEKEYIGENGRONGYIBEIJIFUXISHOU。 

YINCI,MEIKEYONGFENGSHUYEDAITISHUI,ZUOWEIHUFUPINDEJICHUYE,ZHEISHIYIZHONGJIAZHICENGMIANDESHENGJI。TONGSHIKAOLVDAOJINGZHENGPINPAI,WULUNSHIGUOJIDAPAIHAISHIBENTUPINPAI,NANYIDUIZHEIGEJIAZHIJINXINGMOFANG,XIAOQIYEDEPINPAIZHANLVEYOUQIYAOKAOLVFANGYUJIZHI,YIMIANWEITARENZUOJIAYI。 

于是,枚柯要占据的价值是用“升级的基础液”来补水。在基础液这个价值上做文章,避开化妆品行业炒作概念和成分的行业操作。 



营销落地 

“升级的基础液”,有了这个目标价值,枚柯重新制定年度营销计划,确定了新的营销主题,集中体现护肤品基础液的“新旧对比”。提交报告后,正好赶上 5 月份的上海美博会,正是一个检验咨询成果的好时机。冯总不必再摆好阵势,准备跟经销商讲一个小时了,一分钟就把基础液的升级这个价值讲清楚,展会上签单无数。 

围绕价值进行资源配置,对各个方面进行调整,这是项目上的细活了,比如销售渠道从原先的电商转向线下美妆连锁店,因为新品牌需要导购的介绍才能润物细无声。导购的培训也变得简单,讲述基础液的升级换代和所带来的好处。因此团队需要添加市场销售总监和培训经理。产品上聚焦核心品项,不再是水乳膏霜液一起上,而是以最能体现价值的补水精华液作为代表。海报画面,公关话题,价格体系,等等顺次调整。期间根据对价值层级的分析,果断叫停了航空杂志广告投放,一年剩下 500 万投入到渠道建设。由于每年 5 月 12 日之后,为了保护枫树,不再提取枫树液,因此将这一天定为品牌节日,即宣传品牌又提倡环保。三年时间,枚柯从亏损到盈利,品牌从 0 到 1,销量从 80 万到 1 亿元。
 

道者须臾不可离 

ZHIYAOSHIZHENGQUEDEPINPAIGUANNIAN,WULUNQIYEDAXIAO,DOUNENGSHIYONG,ERJINTIANDEZHONGGUOSHICHANG,BUQUEHAOCHANPIN,QUEDESHIPINPAI。

1593570461825195.jpg

部分客户群
网站地图 | 百度地图 标志VI设计公司
服务地区:成都 重庆 银川 江苏 南昌 杭州 合肥 安徽 南京 宁夏 中宁 贵州 长沙 武汉 广州 上海 青海 新疆
CCBO保留所有权利 深圳市南风盛世企业形象策划有限公司
深圳市市场监督管理局企业主体身份公示