shared today is a marketing case about Mengniu. Mengniu's entire growth history is actually a classic marketing book. As we all know, Mengniu was founded by a team led by Niu Gensheng from Yili. Mengniu’s funds were also very scarce at that time. How a new-born company can gain a foothold in the market is actually a very brain-consuming task. The market has existed for six years, and it is indeed a big challenge for Mengniu. How to let customers in the market know the existence of such a brand as Mengniu is a big problem that Niu Gensheng needs to solve.
In such a big environment, Niu Gensheng made a marketing decision. He made billboards on one street and Mengniu’s billboards on the whole street. In fact, for the big environment, for the entire market, It’s not very useful to just make a billboard on the street. You don’t know the billboard unless you pass this street. However, things are not that simple. After making the billboard, overnight, the street Almost all the billboards on the site were smashed.
On the second day, the news spread all over the city and became a focus. Mengniu is a small business that is not well known. Why did such a small business build a street billboard overnight? If you were smashed, who did it, who did Mengniu offend, or did it yourself? Why on earth? This kind of suspense became a focus. Everyone started discussing in the streets and alleys. Then all the media began to report overwhelmingly. The influence spread out. Although the billboard was smashed, the Mengniu brand became famous. It was a very important turning point for Mengniu to get started in the later period. No one knew what Mengniu did and what brand it was. After that, his brand was really known a lot. For a small case such as
, some entrepreneurs may already know it well, or those who have studied marketing already know it well. This is called event marketing, which is to create an event by yourself. This promotes a marketing method. The first keyword of event marketing is to create contradictions. What is creating contradictions is to create a certain contradiction with human conventional cognition. Contradictions are not enough, but a wide spread is needed. After the contradictions of the Mengniu Incident came out, it was inseparable from the media's overwhelming propaganda and reports. Such a little-known little Mengniu became famous overnight.
summarize the two key words of this case, creating contradictions and widespread dissemination, we might as well try it in our marketing process, but contradiction is a double-edged sword, if it is not used well, it may have counterproductive effects, so , Everyone should combine the characteristics of their own brand when planning a marketing plan, so that they can receive the effect that satisfies the boss
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