A Case Study of Wang Laoji's Marketing

Red Wang Laoji-Fire Prevention Makes Yourself Fire Analysis Process: 1, Introduction -2, Red Wang Laoji-History and Overview 3, Company Profile-Jiaduobao and Wang Laoji Pharmaceutical Company 4, Case Theory Analysis-Positioning Strategy, Cultural Marketing 5. Prospect-Where is No.6 Wanglaoji Road? Summary 1. Analysis of the basic situation of the case People are used to a saying: They are afraid of getting angry and drinking Wang Laoji. 2003 was a prosperous year for Wang Laoji. "This year, Wang Laoji suddenly caught fire and flew to the favorite list of supermarkets, restaurants and beverage machines. Today, it is still unstoppable. In 2005, the sales volume of Wang Laoji exceeded 2.5 billion, which was 14 times of the sales volume of 0.80 billion in 2002, which made an incredible story. 2, history and overview Wang Laoji herbal tea? To be honest, Wang Laoji, clearing away heat and toxic materials, removing summer heat and removing dampness. Among many time-honored herbal teas, Wang Laoji is the most famous and can be called the ancestor of herbal teas. What is "herbal tea"? In terms of meaning, cold is cold, and tea is tea. Taken together, herbal tea is a beverage made of tea, which has the functions of cooling, clearing away heat, promoting fluid production and quenching thirst. " Herbal tea originated in Guangdong, because Guangdong has a typical subtropical climate, with hot summer and hot water quality. In addition, Cantonese people like to eat fried and hot food, and they are used to staying up late, so it is easy to "get hot", which is what northerners call "getting angry". Every summer, herbal tea is an essential drink for Cantonese people. Wang Laoji was originally founded by Wang Zebang (formerly known as Aji) in 1828. He opened a Wang Lao Ji herbal tea shop in Jingyuan Street, Shisanxing Road, Guangzhou, specializing in water bowl herbal tea.

Wang Laoji herbal tea is in short supply because of its unique formula, reasonable price and high popularity.

1840, Wang Lao Ji herbal tea shop began to produce Wang Lao Ji herbal tea bags in the form of front shop and back factory. After liberation, Wang Laoji's drug number was divided into two branches, one of which was classified as a state-owned enterprise and developed into today's Wang Laoji Pharmaceutical Co., Ltd., mainly producing Wang Laoji brand granules (National Medicine Zhunzi). The other was brought to Hong Kong by descendants of the Wangs.

In Chinese mainland, Wang Laoji's brand is owned by Wang Laoji Pharmaceutical. In countries and regions with herbal tea markets outside Chinese mainland, Wang Laoji's brand is basically registered by Wang's descendants. At present, Jiaduobao, which produces red Wang Laoji, leases the brand use right to Wang Laoji Pharmaceutical for 20 years through brand leasing. Dilemma of development

Jiaduobao's Red Wang Laoji is only in Guangdong, Guangxi and southern Zhejiang. Due to the strong regional color, from 1998 to 2004, Wang Laoji beverage has been in a tepid state, holding a regional market in obscurity.

The development of Yangcheng pharmaceutical industry is not satisfactory. Became the first batch of joint-stock reform enterprises in Guangzhou and embarked on a diversified road including real estate investment. It was followed by huge losses for several years in a row, and finally it was insolvent and operated in debt. The solution in reality is to make a bigger breakthrough. Despite such difficulties, in less than five years, with the help of Jiaduobao and the help of Red Wang Laoji, Wang Laoji Pharmaceutical got out of the predicament and rejuvenated an old-fashioned enterprise with a history of 1.70 years. 3. Company Profile: Composition of Wang Laoji

Jiaduobao-Guangdong Jiaduobao Beverage & Food Co., Ltd. is a wholly-owned company established by Hong Kong Jiaduobao Group in Chinese mainland. The company's leading product is red cans of Wang Laoji drinks.

Guangzhou wanglaoji pharmaceutical co., ltd-Guangzhou wanglaoji pharmaceutical co., ltd was established on 1828. After more than 100 years of development, it has become one of the top 50 Chinese patent medicine manufacturers in China.

The main products are Wang Laoji series, Baoji Pill, Baoji Pill Oral Liquid, Xiaoer seven star tea, Qingre Acne Removing Tablet, Kegan Liyan Oral Liquid, Tankejing, Huodan Pill, etc. In August, 2004, the sales of "Wang Lao Ji" red canned herbal tea in Jiaduobao, Dongguan exceeded 654.38 billion yuan, five times that of the whole year of 2002.

In 2004, Guangzhou Wanglaoji Pharmaceutical Co., Ltd. began to introduce Tetra Pak's green can packaging, with an annual sales income of 80 million yuan.

Wang Guangyao Laoji and Jiaduobao have started to cooperate in advertising time, and their product positioning is also different: red cans are positioned at the high end, while green cans are positioned at the low-end market, mainly targeting at small and medium-sized cities and rural areas with wider hinterland.

Transferred from a netizen's blog for reference only.