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Rice flower market in Wuhan to build model: product placement marketing strategies and outstanding service resources

Following the successful development of Anhui, Jiangsu and Guangdong, other cities market, rice flower strategic focus back to the province,[link widoczny dla zalogowanych], the province began a second business market. Before 2001,[link widoczny dla zalogowanych], rice flower is the first brand in Hubei Province, after 3 years of In other towns the market, especially in Guangdong market, good performance achieved in the rice flower found a feeling of success, then re-province rivers and mountains of rice flower as the next strategic focus.
as a business consulting firm, our services are often multi-faceted, we service the following three main activities of the main line of Wuhan rice flower market model described the strategies and resources to the whole idea of product placement marketing.
one pretext news event marketing, naming China Marketing Summit, integrated communication, full rally
Second, the complementary resources, exclusive resources, effective integration of advantageous resources, combined with the implementation of corporate strategy and policy orientation implanted in the brain of consumers to maximize resources to occupy the mind of consumers, so that the brand's goodwill, reputation, and product interests and degree of consumer purchase for the formation of benign.
described separately below:
one pretext news event marketing, naming China Marketing Summit, integrated communication, full rally
into 2005, hot topic, has become the troubled regional economy in China, or even the entire Chinese economy to take off again the most serious proposition.
the public in the name of profit
forum for resources to society and discuss hot industry as the main direction and authority of the public welfare to have a great influence, to a period of time can create social hot spots and focus, community focus, sustained attention to any general advertising can not achieve.
forum not only brings attention, but also a platform for integration of resources, through the Forum's influence and appeal, the community's resources will be unprecedented in this platform integration.
Forum brought a rich variety of resources: government resources, media resources, industry resources, customer resources, businesses do not have much opportunity to get so many resources at the same time. If the rational use of resources, through its own integration and digestion,[link widoczny dla zalogowanych], companies can capture more profit at a later stage.
rice flower as a comeback of the liquor brand re-enter the market by many strong local liquor in Hubei suppress the same time, blocking channels of promotion is also encountered abnormal huge. How to implement cultural infiltration, cultural invasion, to expand the brand rice flower influence in the mainstream consumers, extensive integration and use of various media (especially the local media and the traditional strong advantages of Focus Media), and the advantages of social resources to help hot events a small risk of potential energy, sword easy road, another way would be to lay the key to the first battle in 2005. Wuhan is an important strategic rice flower market, the Group, establishing the market model for the expansion of Wuhan, Hubei Province in central China and even the market is persuasive, but also raised the rice flower groups in the country's reputation and influence.
2005 年 5 月 21 日 -22 days held in Wuhan, China Marketing Forum 2005, to provide such a platform is conducive to rice flower branding, brand image, but also help create a good marketing opportunity, especially as a model market development in Wuhan. Entered the forum should be more effective, because the scale of the forum level marketing industry to open the first of its kind in Central China.
three, three-putted six Q - How to Select a forum Forum
not all are suitable for the same business, business sponsorship of the Forum should also be selective, the selection criteria and business mainly depends on whether there is a higher forum the integration point.
1>> the first element - whether the occasion for the enterprise
corporate brand development, management requires continuous learning, innovation, combined with the overall trend of social development, homeopathic boats sailing in order smooth, enterprises can support the national policy of support for more social resources, health, sustainable development.
influential forum to provide public relations advantage for businesses, enabling enterprises to help social trends, the rapid development and growth.
2>> The second element - whether for business
integration of resources is the lifeblood of business resources, enterprise resource management is the continuous integration and restructuring process. Development of an enterprise largely depends on whether the smooth expansion of resources and its ability to integrate.
not only high-end forum to enhance the brand through publicity, it is a great platform for a variety of resources collection. Enterprise platform with the Forum, the Forum's resources and enterprise resource integration to help businesses rapidly.
3>> The third element - whether for business to expand the brand
for enterprises, brands mean survival and development, the expansion of the brand will be their basic needs. Traditional means for enterprises to establish their own reputation can play a significant effect, but for very limited role in terms of brand development.
combination of business and high-end forum will enhance the image on the basis of its own, bringing the increase in brand content, with the enormous influence of forums, high-end platform to create a higher perspective to enhance the brand to expand the space.
six surprising total - 2006 China Summit Forum powerful marketing resources
1>>
business of government resources will be purely public relations behavior of many factors, especially the central enterprises, how can the government relevant departments are concerned about the industry and its business is not easy. Marketing Summit Forum 2006 China will be a wonderful invitation, providing a good opportunity.
classic case: With the 2005 China Summit Forum of the spring market, rice flower by the Hubei provincial government designated special wine for the reception, which is the government's huge public relations success.
2>> public resource
enterprises for the participation of public welfare can express their sense of social responsibility, and by public recognition of the rise of the forum is the central focus of attention by the highest standard, into which shall will lead to widespread public concern, the cumulative public resources for business will be a major opportunity.
classic case: Looking at international, Fortune 500 companies such as Procter & Gamble, General Motors, Volkswagen and other companies are all highly for the public welfare support, while public enterprises are also given recognition.
3>> Academic Resources
academic support for the industry is huge and can be recognized in the academic enterprise will become the industry standard. The forum will bring together the industry's top marketing experts to create industry standards for the enterprise provides a rare opportunity.
classic case: Haier use of academic and expert resources, the introduction of new concepts and new standards, accounting for leading domestic appliance brands in order to achieve the prosperity of Haier Road.
4>> Resources
brand marketing in China Summit Forum, jointly organized by the well-known media and the strong support of national and local leaders to form a common concern of the media, industry and academia focus on the situation, not only establish its own brand, and brand promotion of cooperative enterprises can play a huge role.
classic example: the title of 2005 China Summit Forum Marketing Enterprises - Rice Flower Group with strong promotion of the forum platform, ongoing brand promotion, success has been as well-known trademarks in China.
5>> integration of advantageous resources
this forum is different from other commercial activities, with nationwide authority and influence, has a wealth of media resources, a network of resources. Integrated resource is required, a powerful resource for enterprises chain integration opportunities and resources.
6>> Resources
market operators and guests of this forum will be the guests of marketing and business circles of the elite, for the cooperative enterprise customers to develop and co-operation is of great help, to provide for the operation of the market a powerful resource protection.
classic case:
2005 Marketing Forum title company in China - rice flower Group Marketing Forum with Chinese organizers and the many collaborative media cooperation forum, with market participation by industrial customers with in-depth contacts and establish channels of cooperation, its 2005 sales growth of up to 43.14%, to become a milestone in the company's history. And has achieved great success.
1, to enhance the consumer to achieve brand recognition rice flower, rice flower to achieve and strengthen the brand re-positioning the brand strategy of rice flower shortcut:
2, through the seamless integration of resources, reduce advertising costs,[link widoczny dla zalogowanych], implementation of effective public relations on the target consumer advertising increases the effectiveness of marketing communication mix: pre-summit media through the whole operation, the host of the summit as force, due to the use of target consumers segmented mode of transmission that is similar to the high-end elevator ads and video ads and new forms of DM Direct Mail Advertising, will greatly reduce overall advertising costs of rice flower, play an unexpected, low-cost multiplier media effects, but all the core consumer target audience groups: business and political elite,[link widoczny dla zalogowanych], the use of hidden information in the form of public relations to establish in their hearts Hubei white rice wine is the value of flower the first liquor brand positioning.
3, wine with food, will be hot and Hubei, central China's central dining restaurant as a combination of the rise of the great potential, take this chance to manipulate the market, brand activation rice flower were in Wuhan, the influence of food, to create the best operating efficiency. Using a press conference, the summit and other forms of dissemination, so as to rice flower wine into the restaurant market in Wuhan done a very good bedding;
4, use of interactive marketing and terminal block, the channels build strong brand image, the target Consumer education in the implementation of the brand, highlighting the brand value of rice flower:
use rice flower hotel in Wuhan city has entered as a means of publicity for the meeting, using the Taiwan card inserts and one-page publicity, and the shop POP posters, roll up and other forms of rice flower as the main title's information dissemination, establishing and creating the first white rice flower business brand positioning.
5, interactive promotion: the wine in the rice flower shop into a restaurant within the hotel meeting all the publicity, the rice wine, flowers overall title as the voice of the summit, amplification, and now, to coincide with this year's wine, rice flower efforts to develop markets in Wuhan and Hubei, which in one go, and comprehensively enhance the floral wine
6, to establish the strategic development of rice flower Intelligence platform, inviting guests to become part of the rice flower development strategy consultants:
order to ensure that the The two sides of the docking operation of the establishment of collaborative project team to ensure the implementation of every aspect of the project in place to enable partners to achieve mutual co-operation with the maximum value.

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