No matter how many resources an enterprise has, it is still limited. Enterprises should not only have resources, but also have the ability to make full use of external resources, so that social resources can serve the development of the enterprise more and better. . Some companies have no factory buildings, no machinery and equipment, or even their own employees, but they can still produce products. Of course, it’s not true, but it makes full use of social resources to carry out virtual research and development, virtual marketing, virtual transportation and virtual distribution (referring to equity and option systems). Some companies carry out brain-body separation. The company only has the personnel to organize and operate production and a few offices, but it uses external land, factories, technical personnel, managers, labor force, raw materials, etc. from the society to produce a large number of products. Therefore, in the process of marketing planning, we must always remind ourselves to broaden our horizons and make full use of a wide range of social resources. According to the different ways of integrating resources between enterprises, resource integration can be divided into three forms: vertical integration, horizontal integration and platform integration.
1) Vertical integration
Vertical integration is when two or more manufacturers in a value chain join together to form a community of common interests and are committed to integrating the industrial value chain. resources to create greater value.
The traditional "raw material supply-design and manufacturing-product distribution" is a typical vertical value chain. The question that enterprises need to consider is: Are they in the most advantageous position in the value chain? Are they in the best position? Do the work that is most suitable for you and can best utilize your own advantages? If not, in which aspects do you have no comparative advantage? Which resources with comparative advantages should be integrated? And how to integrate them?
For example, according to the traditional The florist purchases flowers from florists and then sells them to customers. This has been true for decades. However, that doesn't mean it's the best way to do business. A flower shop in the United States gave up its traditional business methods and formed strategic alliances with flower farmers and express delivery companies. The florist serves as a flower ordering center, where customers order flowers (can be ordered online or by phone). The florist records the type and quantity of flowers ordered by the customer, as well as the address where the customer wishes to be delivered and the time when they wish to deliver. At the same time, the information on the type and quantity of flowers required by the customer is sent to the florist, and the florist is notified to prepare flowers. Then, the type and quantity of flowers ordered by the customer, as well as the address and time of delivery the customer wishes to be delivered to are sent to the courier company, which then obtains the flowers from the florist and delivers them to the customer. The flower shop integrates the transportation resources of the express company through cooperation with the express company, turning the traditional two-party cooperation into a three-party alliance. The new strategic alliance has greatly expanded the business volume, and each participant has gained more income: the florist can sell more flowers, the courier company can get more business, and the florist can get more orders, and at the same time Saves transportation costs. Customers can also enjoy more flower selections and convenient and fast door-to-door flower delivery services, which are beyond the reach of traditional flower shops.
2) Horizontal integration
Horizontal integration is to focus on a certain link in the value chain and explore which resources to use and how to combine these resources to most effectively form this link. , improve the effectiveness and value of this link. It is different from vertical resource integration. Vertical resource integration regards different resources as different links in the value chain. It emphasizes that each enterprise must find its own position, do what has the most comparative advantage, and coordinate various Different tasks in each link jointly create the maximum value of the value chain. Horizontally integrated resources are often not located within the industry chain, but outside the industry chain.
3) Platform integration
Whether it is vertical or horizontal resource integration, the enterprise itself is regarded as part of the integrated resources and considers how to combine other resources to obtain the best results. Platform resource integration is different. It considers that the enterprise, as a platform, integrates the resources of the supply side, the demand side and even third parties on this basis, while increasing the income of both parties or reducing the transaction costs of both parties. Profit.
Alibaba is a typical example of building a platform to integrate resources.
It integrates information from suppliers and demanders to create an information platform. Suppliers and demanders can exchange information through it, communicate with each other, and achieve the best transaction results, while Alibaba makes profits by charging service fees. Similar successful examples include Ctrip.com, etc.
Similarly, all exhibitions now use platform-based resource integration to create platforms for both supply and demand sides, and make profits by meeting the needs of both parties. An exhibition must integrate at least three resources: first, exhibitors; second, professional visitors; third, service providers serving the exhibition (such as logistics providers, hotels, builders, cleaning, security, exhibition halls, tourism agents, etc.). Theoretically, there are three methods: vertical resource integration, horizontal resource integration and platform-based resource integration. However, in practical applications, it is difficult to separate them completely, and they even intersect with each other. Common resource integration methods are:
1) Business outsourcing
The so-called business outsourcing (outsourcing), also known as resource outsourcing and resource externalization, refers to an enterprise’s contract-based transfer of some non-business resources to Core and auxiliary functions or businesses are outsourced to external specialized manufacturers, using their expertise and advantages to improve the overall efficiency and competitiveness of the enterprise, thereby reducing costs, improving efficiency, giving full play to its core competitiveness and strengthening the enterprise. A management model with the ability to respond quickly to the environment.
Case 1: Yuyu Group’s production outsourcing
Chongqing’s Yuyu Group uses typical business outsourcing to integrate social resources. In the early days of the company's development in the 1990s, the company's resources, especially tangible resources such as land, factories, and production machinery and equipment, were lacking. It didn't even have an office space, and it didn't have such huge funds to purchase these resources. All it has is a patented technology for cosmetics. In this case, according to the traditional way of thinking, business cannot be carried out at all. However, the company solved this problem by adopting business outsourcing and making full use of social resources. It outsourced production and entrusted a pharmaceutical factory to produce its products (the company only paid a small amount of production costs). Even the company's office space was rented. . But the company controls key links in this value chain: patents and sales. Eventually, the company continued and thrived. According to the core competency perspective, enterprises should concentrate limited resources on strengthening their core businesses, and should outsource or outsource other non-core functional departments. By implementing business outsourcing, enterprises can not only reduce operating costs, improve efficiency, concentrate resources to develop their core advantages, better meet customer needs, and enhance market competitiveness, but also make full use of external resources to make up for the lack of their own resources and capabilities. At the same time, business outsourcing can also enable companies to maintain flexibility and diversity in management and business.
The specific forms of business outsourcing include production outsourcing, sales outsourcing, supply outsourcing, human resources outsourcing, information technology service outsourcing, and R&D outsourcing. Business outsourcing theory emphasizes that enterprises focus on their core competencies. If a certain business function is not the most efficient in the market, and the business function is not the core competency of the enterprise, then it should be outsourced to an external professional with higher efficiency. chemical manufacturers to do it.
Knowledge link: Trends in business outsourcing
Currently, there are three main trends in business outsourcing:
First, outsourcing is biased towards back-end business. In the new economic era, the market is changing rapidly, and the basic criterion for corporate survival is to obtain terminal information in a timely manner and adapt to changes with the market. In order to grasp the terminal market and accurately grasp the pulse of the market, many companies are doing front-office business in person, strengthening services, and outsourcing back-office business and business far away from the market.
Second, outsourcing tends to be mechanical business. In the information society, product life cycles are shortened, varieties are increased, and batch sizes are reduced. Customers have increasingly higher requirements for product delivery cycle, price, and quality. In this context, meeting personalized needs has become a top priority for enterprises. To this end, enterprises must outsource mechanical and repetitive business through digitalization and softwareization, such as outsourcing production.
Third, outsourcing business tends to be non-core business. The important business of the enterprise must be completed by the enterprise itself, and outsourcing can be implemented for those non-core businesses.
Enterprises can complete this through partners. For example, many home appliance enterprises now outsource after-sales services (delivery, installation, maintenance, consulting, etc.). For example, in exhibition management, exhibition organizers often outsource some non-core businesses, such as on-site catering, cleaning, security, etiquette, construction, etc., while they focus on their core business-exhibition planning, investment and exhibition recruitment. Waiting for work.
2) Joint venture
Enterprises combine their different resources through joint ventures, operate jointly, bear risks, and realize the complementarity of resources and capabilities of both parties. , to achieve the goal of common development. Joint ventures are a better strategy under the following circumstances: ① It is uneconomical or risky for an enterprise to operate alone; ② More resources can be brought to an enterprise by pooling the resources and capabilities of two or more enterprises. Make it a strong competitor; ③ Be able to overcome import shares, tariffs, national political and cultural barriers.
3) Corporate mergers and acquisitions
Business mergers and acquisitions are also one of the strategies for companies to obtain external operating resources and seek external development. Through mergers and acquisitions, they can gain control over the transferred company's operating resources. The main methods of corporate mergers and acquisitions are: ① Overall mergers and acquisitions refer to mergers and acquisitions in which the enterprise determines the merger and acquisition price based on assets and transfers all the property rights of the target company. ② Investment holding mergers and acquisitions refer to mergers and acquisitions in which an enterprise invests in a target company and reorganizes the target company into its own holding subsidiary. ③ Compensated transfer of equity refers to a merger and acquisition in which an enterprise transfers all or part of the equity of the target company based on the equity agreement price, thereby obtaining control of the target company. ④Asset replacement refers to the property rights transaction behavior in which an enterprise uses assets of a certain value to acquire high-quality assets of equal value.
In addition, from the perspective of the direction of mergers and acquisitions, there are three types: horizontal mergers and acquisitions, vertical mergers and acquisitions and mixed mergers and acquisitions.
4) Joint research and development of products
In today's increasingly decentralized product technology, no company can own all the latest technologies for the production of a certain product for a long time. Companies rely solely on their own capabilities. It has been difficult to seize the initiative in competition. To this end, the strategy of most enterprises is to use external resources as much as possible and actively create conditions to realize the mutual advantages of internal and external resources.
The development of new products is a complex process. It often takes a lot of time from seeking ideas to the launch of new products. The complex and changeable market environment makes the success rate of new product development and launch extremely low. When enterprises jointly develop and provide new products, firstly, they can use different resources to conduct technical exchanges, reduce idle human resources, save research and development costs, and disperse high risks and jointly overcome technical problems.
When two or more companies jointly develop a new product, each company can use the new product to transform existing products, improve product quality or innovate selling points, thereby improving market competitiveness.
Example 2: Products jointly developed by Chaochai and Jianghuai Automobile Co., Ltd.
Dongfeng Chaoyang Diesel Engine Co., Ltd. (referred to as Chaochai) and Anhui Jianghuai Automobile Co., Ltd. (referred to as JAC) are automobile A partner in the industry for many years, our production, sales volume and social ownership have always been in the leading position in the automobile and engine industries respectively.
On July 1, 2005, the country will fully implement Euro II standards. Jiangqi Automobile has adapted to the needs of the market and users and launched Veiling and Shuailing that meet the new standards. Chaochai also timely launched two new power engines, 4D47 and QD32, that meet the needs of the market and users. These two engines are high-quality products newly developed and introduced by Chaochai. Among them, QD32 introduces Nissan diesel engine technology, while 4D47 has The realization of overhead camshaft has achieved a qualitative change in technology and design compared with existing domestic engines, making these two engines have the quality and style of the leader in performance and technology.
If JAC's Shuailing and Weiling are assembled with Chaochai's QD32 and 4D47, it will provide users with new value that exceeds their wishes and can more effectively bring economic benefits.
So Jiangqi Automobile and Chaochai jointly developed brand-new products with "new standards, new power, and new value" - new versions of Weiling and Shuailing light trucks. Weiling is equipped with the 4D47 engine independently developed by Chaochai, and Shuailing is equipped with Chaochai's self-developed 4D47 engine. Diesel introduced the QD32 engine with Nissan Diesel technology. After the launch of the new product, Chaochai and JAC carried out joint promotion operations in 10 regions across the country, making a shocking debut across the country and being recognized by the market.
5) Franchising
Franchising means that the franchise owner allows the franchisee to use its name, trademark, proprietary technology and products for a fee in the form of a contract. and operational management experience and other business models for engaging in business activities. A party with important intangible assets has leveraged a wide range of social resources to rapidly expand its scale and obtain additional income. In the hotel industry, "Home Inn Express" is a relatively successful franchise method.
6) Resource sharing
Resource sharing means sharing the resources belonging to the company with other companies, and the sharing method can be paid Yes, it can also be free of charge. On the one hand, resource sharing can make full use of existing resources to improve resource utilization. On the other hand, it can avoid waste caused by repeated construction, investment and maintenance. It is an important measure to achieve complementary advantages, high efficiency and low cost.
No enterprise can have absolute advantages in all types of resources. Even the same resources show strong comparative advantages in different enterprises, thus forming the basis for the complementary integration of enterprise resources. In particular, certain resources that have been solidified within the enterprise organization cannot be fully mobile and traded, such as marketing channels, market experience, customer database information and other intangible resources, which cannot be directly obtained through market transactions. To obtain these unique resources of the other party, a cooperative relationship must be established with it to achieve maximum sharing and complementarity between both parties.
Knowledge link: Customer resource sharing
Customer resources are the most important resources for enterprise development. How to obtain customer information is what every marketer is most concerned about. It is indeed a happy thing for everyone to be able to share customer information with other companies without hurting customers' feelings or infringing on customer privacy, and both expanding the market size.
Generally speaking, sharing customer information can be done in pairs of the following two types of companies: First, companies with similar products but different market segments, such as the same food company, the beverage industry, the ice cream industry, and the health food industry Customer data can be shared with leisure equipment companies. The "Bank-Security Connect" and "Bank-Insurance Connect" that are very popular in the financial industry are also applications of this kind of situation. The customer data of the securities and insurance industries that have just started There is a relatively lack of market recognition, so we use the bank’s huge customer base to carry out marketing, which has been proven to be a successful marketing model; the second is different products that have upstream and downstream relationships or complementary relationships in production, sales or use. It is composed of companies, such as computer accessories and peripheral equipment manufacturers and complete machine manufacturers, companies that produce refrigerators and refrigerator deodorants, washing liquids and hand creams, microwave ovens and cooking utensils, etc., all of which can achieve maximum sharing of customer information. .
Of course, there are successful examples of seemingly unrelated companies collaborating to share customer data. For example, American Express and MCT Telecommunications have reached an agreement. Express card users can enjoy certain discounts when using MCI long-distance calls; while MCI has greatly enhanced its own information by relying on the information of 10 million households held by American Express. competitiveness. However, the reason why MCI can obtain customer information in this way is because its target customer base is similar to that of Express Company. Both target customers are the general public.
In short, if companies want to share customer resources, they must ensure that they serve similar target customer groups. For example, in an alliance between a hotel and an airline, customers who spend a certain amount at the hotel can get a free ticket from the airline; conversely, customers who have accumulated a certain amount of miles on the airline can also stay at the hotel for free. This kind of customer resource sharing is based on: consumers who fly frequently are often frequent hotel patrons. They are generally senior business people.
The highly overlapping target customer groups are an important reason why the cooperation between the two parties is extremely successful.
When sharing customer information, you must avoid harm to your own brand. This requires companies to be careful when choosing sharing partners to prevent "accidental making of friends"; in addition, they must also avoid Violating the rights and interests of customers. For example, a consumer complained that a real estate company disclosed their personal information to many decoration companies at will, causing them to constantly receive sales calls, which was extremely annoying. Such behavior is against professional ethics, even if it is temporarily Even if you get some benefits, you will eventually be punished by the market.
7) Joint Survey
Market research is the starting point of the entire marketing activity and the way to obtain decision-making information and basis for decision-making. However, market research is too workload-intensive and highly professional. The cost is too high, but by joining forces, companies can avoid the above shortcomings.
When doing such surveys, companies can look for companies with similar products (same target customers) but different market segments. For example, manufacturers that produce children's clothing can work with children's toy manufacturers, children's food manufacturers, children's book manufacturers, etc. to jointly conduct a comprehensive analysis of the local political environment, legal environment, economic environment, technical environment, cultural environment, consumer conditions, etc. investigation. Of course, when investigating the development status of their respective industries, the situation of competitors in the same industry, the situation of similar products, etc., these companies cannot use exactly the same survey results and must be treated differently.
If you choose a competitor in the same industry as a joint survey partner, you can use exactly the same questionnaire to save survey resources to the greatest extent. However, due to various reasons such as competition, such joint surveys are relatively rare. In fact, under such circumstances, if professional institutions or local industry associations come forward to coordinate and organize peer institutions to conduct joint investigations, then all participating companies can benefit together.
In addition to horizontal alliances, companies can also choose vertical alliances to conduct market research. Upward, you can conduct joint surveys with your own suppliers; downwards, you can conduct market surveys with your own dealers and retailers. For example, large supermarkets are important sales terminals for consumer goods. Cooperating with them can help companies obtain valuable market information with twice the result with half the effort. Because the data recorded by the supermarket POS machine has been analyzed and processed, the results obtained are enough to make any manufacturer excited. Through these data analysis results, the manufacturer knows not only the current product sales volume, but also the products of each packaging specification. The sales volume reaches single product management. In addition, the data also includes a comparative analysis of the sales volume of such brands and the sales volume of competing brands. This kind of data will make manufacturers even more eager to see it. This most fundamental, most authentic and credible data is far better than consulting The company's data results are reliable and save direct research costs.
In addition, if an enterprise enters a relatively unfamiliar new market, such as when a domestic enterprise enters the international market, it is best to form a partnership with a local, ready-made, professional, and high-quality company, and join forces with the other party to Conduct market research, otherwise, it will be difficult to conduct market research due to being extremely unfamiliar with the local language, customs, policies and regulations, etc.
8) Broadening the product value package
To broaden the product value package, companies can find some supporting products for their products so that the entire combination can provide consumers with a complete function Space is convenient for consumers to use, thereby expanding and completing the value of their products. Gillette razors are sold with always-on batteries, and Nestlé coffee is recommended to be drunk with Sanhua milk. These are typical functional combinations. This combination can expand the functional space of the product, facilitate consumers' operation and use, increase the added value of the product, and produce a "1 1> 2" effect.
Case 3: Starbucks’ product value package expansion
Starbucks found in a survey that among its 20 million customers, 90% were Internet users. Starbucks has decided to add a "new addition" to the menu: high-speed wireless Internet service. It has joined forces with HP and T-Mobile to bring consumers a wireless and high-speed experience.
In a Starbucks coffee shop with T-Mobile HotSpotSM high-speed Wi-FiV wireless network, customers only need a Wi-Fi-enabled laptop or PoeketPC to surf the Internet.
After the emergence of HP, Starbucks provides all-round value-for-money services. The seemingly unrelated two will change a lot once they cooperate. Their cooperative footprint will make the catering industry e-oriented. possible. Three outstanding companies*** have jointly defined a value package for Starbucks customers: the comfortable feeling of browsing on the Internet while drinking fragrant coffee.
9) Channel ***
Channel construction is a very important part of corporate marketing activities, and it is also one of the most difficult problems faced by companies. Enterprises can cooperate with each other in channel design, channel decision-making, intermediary selection, intermediary control, intermediary incentives, intermediary adjustment, etc. to strengthen channel management and win the final victory.
Channels are a kind of resource. The borrowing and sharing of channels between different industries or the same industry can greatly broaden the scope of sales points and display points, and build advantageous channels over competitors. Through channel sharing, companies can not only transfer products from producers to consumers safely, timely, efficiently and economically through the channels of production partners, but also reduce channel construction costs and improve distribution efficiency.
Case 4: "Little Duck" and "Toshiba" share sales channels
The cooperation between Xiaoya Group and Toshiba is a successful model for sharing sales channels. Xiaoya Group took advantage of the opportunity of entering the WTO to enter the international market and form a strategic alliance with Toshiba. Xiaoya can use Toshiba's technology in the alliance. For Toshiba, Xiaoya uses its own management and technical talents to produce Toshiba brand washing machines, and uses Xiaoya's sales channels to sell them in China, and some products are sold back to Japan. . In other words, Toshiba has relied on technology in exchange for the right to use Xiaoya's distribution channels in China. At the same time, Xiaoya has also obtained part of the sales channels for E1 notebooks.
10) Co-branding
Co-branding strategy is a composite brand strategy, which means that the brands of two companies appear on the same product at the same time. This is a strategy that is accompanied by fierce competition in the market. The emergence of new brand strategies reflects mutual cooperation between companies. Brand co-branding is an important way to utilize brand equity. For the initiators of brand co-branding, the main motivation for implementing brand co-branding is to use the brand equity owned by other brands to influence consumers' attitudes towards new products, thereby increasing purchases. intention, and thereby improve the brand image of the brand or strengthen certain brand characteristics.
The advantage of a co-branding strategy is that it combines the advantages of different companies, which can enhance the competitiveness of products and reduce promotional costs.
Cold Example 5: The marriage between Haier and Wanda
Haier Home Integration Co., Ltd., a subsidiary of Haier Group, has formed a strategic alliance with real estate developer Dalian Wanda Group. *** also promotes the "Wanda-Haier" joint brand. In the residential real estate projects developed by Dalian Wanda, Haier Home provides menu-style decoration, decoration integration, indoor appliances and other supporting facilities, and uniformly names the "Wanda-Haier" houses. , which improves the taste and popularity of the residence. This kind of residence is more easily accepted by white-collar people than ordinary fully decorated houses. This kind of joint promotion of brands from different industries can produce a brand-name superposition effect and achieve a win-win situation.
11) Joint promotion
The so-called joint promotion refers to two or more business entities opening their respective businesses on the basis of resource sharing and mutual benefit. Marketing resources are promoted together, and through complementary advantages, everyone gets what they need and what they deserve. In a highly competitive market environment, the use of joint promotion strategies can often achieve effects that single promotion cannot achieve. Joint promotion is the product of win-win thinking. Its essence is to maximize its own promotion benefits with the help of external resources.
(1) Common ways of joint promotion. The main ones are: First, joint promotion with the same industry. There are many similar products in today's market, and competition among peers is fierce.
However, since they are in the same industry, whether it is the procurement of raw materials, the design and production of products, or the customer groups they target, they are all the same. If you join forces with the same industry, you can greatly reduce promotional costs and expand promotional influence.
Case 6: Macro and China jointly advertise to expand the market
Macro and China, two major manufacturers of water heaters, have turned their differences into friendship and jointly carried out advertising promotions. The advertising slogan of Macro water heater is: Macro rises in China; while the advertising slogan of China water heater is: All styles of China are pursued by Macro. It can be said that there is me in you and you in me. The result is that both companies rank among the 500 largest industrial companies in the country. It can be seen that the cooperation of peers can enable both parties to jointly improve their respective competitive strengths. In addition, the alliance can also eliminate or alleviate sales competition and prevent the increase in promotional expenses, so that each member of the alliance can achieve greater promotional effects with less promotional expenses.
Similarly, if one company holds a product ordering meeting alone, it will be difficult to attract more customers; but if multiple peer companies join forces to display their products at the same time, it may attract more customers. Come to see samples and place orders. In the current situation where there are many companies in the same industry, companies in the same industry can use each other and rely on each other. This can not only achieve a win-win situation, but also be an important way to improve the competitiveness of the company.
The second is joint promotion with dealers. The method of joint promotion with dealers is called vertical joint promotion. The biggest advantage of this type of promotion is that the target markets of the two are the same. The increase in sales of the same product is beneficial to both parties, so it is easier to find partners. For example, a manufacturer and a department store jointly promoted products. In order to celebrate the XX anniversary of the establishment of the mall, the manufacturer's products were given discounts. Manufacturers offer concessions to merchants on wholesale prices, and shopping malls offer concessions on retail prices again, causing the price to drop significantly to attract consumers. As the sales of this product increase, the sales of other products in the mall will also be affected by the linkage, ultimately increasing the total sales of the mall and achieving mutual benefit.
The third is cross-industry horizontal alliances. Joint promotion with other industries is the most common joint promotion method. Because there is no direct competition between different industries, and they can complement each other's advantages. This kind of cooperation is the mainstream of joint promotion at present.
Case 7: "Jiujiuya" plays with "Tsingtao Beer" in the 2006 World Cup
Before the 2006 World Cup in Germany, "Jiujiuya" was a delicatessen restaurant with more than 600 chain stores across the country. Enterprises, but in southern markets such as Guangzhou, they have been unable to develop. "Jiujiuya" decided to seize the World Cup, a once-in-four-year opportunity, and find a breakthrough from the fans. Jiujiuya thought of beer. Watching football and drinking beer has always been a consumption habit of many fans. If you add duck neck to it, it will be a wonderful combination. "Tsingtao Beer" has invested tens of millions to sponsor CCTV's World Cup column. If "Jiujiuya" can join forces with it, it will be a huge boost to "Jiujiuya" in terms of brand image and marketing, and it will not only be Additional charges apply. So Jiujiuya took the initiative to find "Tsingtao Beer", proposed joint marketing, and offered "Tsingtao Beer" preferential conditions for free display. The network of hundreds of branches is a great temptation for "Tsingtao Beer". Based on the consideration of a win-win situation in the market, "Tsingtao Beer" readily accepted the olive branch offered by "Jiujiuya". Within a week starting from June 5, press conferences for the cooperation between "Tsingtao Beer" and "Jiujiuya" were held in Shanghai, Beijing, Guangzhou, and Shenzhen in turn, officially launching the World Cup marketing offensive. On June 9, the first day of the World Cup, the "24-hour phone call, online purchase of Jiujiuya duck neck, and free Tsingtao beer to cheer for the World Cup package" campaign was launched. The slogan jointly launched by both parties is: watch the World Cup, drink Tsingtao beer, and chew Jiujiu Beer. Ya. Immediately, there was a sales storm of duck necks across the country. On the opening day of the World Cup, the national sales of "Jiujiuya" suddenly increased by 70 to 80% compared with usual, and they were almost sold out. In Shanghai Jiujiuya chain store, the first day of the World Cup coincided with the highlight match between Germany and Costa Rica. Sales of Jiujiuya duck necks increased rapidly, even causing some chain stores to run out of stock.
In one month, "Jiujiuya" sold more than 2 million duck necks, with a national turnover of 18 million yuan, and "Jiujiuya" only invested about 1.5 million yuan.
(2) Principles of joint promotion. No matter which type of partner is chosen, companies adopting joint promotion strategies should follow the following principles:
First, the principle of the same or similar target markets. All parties involved in joint promotion must have the same or similar target markets in order to achieve greater results with less cost. The purpose of joint promotion is to achieve the complementary effect of increasing sales. If the selected partner is a dealer or peer, the degree of consistency in its target market will be higher. Therefore, the principle of similar target markets is the basic principle for choosing partners.
The second is the principle of image consistency. When choosing a partner for joint promotion, you must consider the issue of market image consistency. It is not easy for an enterprise to establish an image that is popular with the target market. Once a partner is improperly selected, it is likely to destroy its original market image and fail to achieve the expected promotional effect. Choosing a partner with a strong market image can promote your own market image. For example, there was an unsuccessful cooperation between Skyworth Health TV and an insurance company. Although the two had the most unique "health" concept and the most unique consumer groups, when the product combinations of the two different industries were Together, it produced a market effect that was completely opposite to what was expected. It is easy for consumers to have bad thoughts. They will think that the quality of Skyworth Health TV is not good, so it is bundled with insurance. Skyworth's cross-industry integration plan was ultimately shelved due to ineffective implementation.
The third is the principle of reciprocity. Joint promotions are conducted on the basis that it is beneficial to all parties involved in the promotion. The reason why companies conduct joint promotions is to obtain effects that cannot be achieved through separate promotions.
Case 8: Joint promotion, benefits for all parties
Guangzhou Industrial and Commercial Bank of China launched a new credit card type - Peony Teacher Card. Teachers who apply for this credit card can be exempted from credit card fees for two years, and With this card, you can enjoy 20 to 10% discount when spending at Tianhe Book Center, Guangzhou Department Store, Guangzhou Restaurant, etc. This can be said to be a good joint promotion strategy: ICBC can attract more teachers to apply for credit cards. Teachers who often go to these places to spend money apply for cards in order to get discounts, while book shopping centers, Guangzhou department stores and other places also apply for credit cards. It is the main consumption place for teachers. People who have applied for the card have increased their consumption at this place because of the discounts. In this way, all parties involved in the joint promotion have broadened their respective customer source markets, and while making profits, they have also established a good image of "respecting teachers and valuing education."