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。
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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。 
枚柯的亿元品牌路
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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。 
战略定位咨询公司建议：转换观念
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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
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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。
