In recent years, the chewing gum market in China has been growing at an annual rate of 65,438+00%. By the beginning of 438+02 in 2065, the total size of the chewing gum market in China has reached 5 billion yuan. Although the sales volume of Green Arrow chewing gum is not bad, its market share is constantly challenged by competitors. In addition to the emerging local chewing gum brands in China, many multinational companies, such as Cadbury, Warner and CP Land, are all drooling over the chewing gum market in China. Among them, Lotte Chewing Gum, founded by Takeo Shigemitsu, a famous Japanese businessman, has the greatest influence on Green Arrow. At the peak, Lotte Chewing Gum accounted for 65,438+05% of the market share in China. At the trough, Green Arrow's market share fell to 70%.
How to increase the market share and reproduce the king's demeanor has become a difficult problem for Qiu Yueniang, general manager of Green Arrow (China). In fact, as early as 20 10, Green Arrow (China) increased its marketing efforts. In addition to increasing the investment in elevator advertising (Green Arrow's main advertising platform in China), it has also expanded many marketing channels such as outdoor advertising, newspaper print advertising and video advertising, but the effect is not obvious. Because competitors have also increased their marketing efforts.
Just as Qiu Yueniang was thinking hard, she accidentally received an email. This email was sent by an assistant manager in charge of quality inspection in Guangzhou Yonghe Factory under Green Arrow (China). The deputy manager surnamed Zhang said that he has a simple way to increase the market share of Green Arrow by at least five or even ten points in one sentence without increasing the investment in advertising. However, he must see Qiu Yueniang herself before he can speak out.
Just a word? Can have such a magical effect? Qiu Yueniang didn't really believe it, but the next day, she summoned Vice Manager Zhang.
This deputy manager Zhang, in his forties, is ugly, but very quiet and capable. After meeting Qiu Yueniang, he briefly introduced himself and threw out his own plan.
He said that cigarettes sell well in China because they have not only the function of smoking, but also the function of communication. Whether you are an acquaintance or a stranger, you will feel much closer when you pass a cigarette when you meet. If Green Arrow gum wants to sell well, it must develop its social function. For example, a young boy saw a beautiful girl in the street and wanted to strike up a conversation. what should he do ？ At this time, he can pass a piece of green arrow gum to the girl and say "make friends". We just want to make such a video advertisement and play it repeatedly for young people. Green arrow chewing gum should not only be a candy with fresh breath, but also become a "social media and artifact" like cigarettes.
Moon Niang only thinks this method is feasible, which is really wonderful! Winning five points is no problem!
She immediately called a meeting and asked the advertising department to complete the advertising production within 20 days and apply for a patent to prevent competitors from imitating. A month later, it was intensively released in video media.
In 20 13, Green Arrow (China) began to exert its strength, invited the idol group Mayday to endorse and launched a new advertising slogan "Make friends". In the video advertisement, Prince A Xin handed the heroine a piece of chewing gum and said with a fresh face, "Make friends."
Green Arrow thus easily opened the hearts of the younger generation of social groups and set off a "green whirlwind" among young students. The sales performance of Green Arrow gum is soaring. In 20 13, the sales reached 5.5 billion yuan, up by1500 million yuan year-on-year, and the market share reached an unprecedented 9 1%.
Of course, Qiu Yueniang didn't forget Deputy Manager Zhang. 20 14, 14 In June, Green Arrow China distributed a year-end bonus of 6 million yuan to Deputy Manager Zhang.
Business is boiling! Miracles about wealth and success are born almost every day. "Making friends", such a simple sentence, actually incited billions of dollars of wealth. If the living sales data is not there, can you believe it?
As long as you have a pair of discerning eyes, you may be the next lucky person to create miracles.