Chapter 1645: Kekou counterattacks quickly!
·
Ku Mao
Moxin Building, President's Office.
Song Ziyanhui reported: "We are doing very well in the past few days. The daily sales of Overlord have reached 5000 million cans, and the sales in the summer have also exceeded 4000 million, and the total global sales have reached 2 million!"
"If nothing else happens, we will completely surpass the sales volume of Coca-Cola within half a year!"
After making the report, Song Ziyan, the CEO of the Panda brand, felt like she was in a dream!
That's Coca-Cola!
Over the past 100 years, countless beverage brands have launched attacks on this leading company, and without exception ended in a disastrous defeat!
Among them, many local cola brands in Daxia were eventually acquired by Coca-Cola and became the dust of history.
As a result, in the past 30 years, new large companies have emerged in almost all fields. Only in the field of carbonated drinks, no one dares to challenge Coca-Cola, or even has the courage to start a business!
It is like an invincible god of war, standing proudly on top of the world, making people shudder.
But now, under the leadership of Chen Mo, a beverage brand with pure Daxia blood has become a dragon-slaying warrior and severely damaged the dragon of Coca-Cola!
With the healthy concept of "sugar-free and zero calories" and fresh and trendy packaging, Panda quickly stood out from the crowd of traditional drinks and cheated along the way. The brand valuation achieved a leap from 0 to 4000 billion yuan!
Thinking of this, Song Ziyan couldn't help but admire: "Mr. Chen, your concept of 0 sugar, 0 fat and 0 calories is simply amazing!
Now colleagues are all frantically studying the marketing case of our Panda Beverage. Everyone says this is "one of the most awesome marketing cases in a century"! "
After witnessing the market value of Panda Beverage from 0 to 4000 billion, I can better understand how awesome this marketing plan is!
you could put it that way.
In the past half month, Panda has sold 10 billion bottles, defeating the two carbonated drink giants Coca-Cola and Best Coke in one fell swoop, surpassing the popular Ba Li Shui, and even crushing classic drinks such as Kangshuaifu and Agree. Flat brand.
Chen Mo's marketing plan accounts for at least 70% of this!
Chen Mo smiled lightly and said: "The powerful marketing plan is just an appearance, the essence is still a matter of outlet.
At present, the sugar-free beverage market is completely blank. At the same time, the stereotype that "good-tasting beverages will make you fat, but sugar-free beverages taste bad" is deeply ingrained in consumers' perceptions.
We happened to find this outlet and became the pig flying on the wind. "
"Next, if we want to maintain sustained growth, we must continue to launch new products and be 10 blocks ahead of other companies in the field of sugar-free drinks!"
"Mr. Song, remember, in the new era, the important rule for both IT products and offline products is: iterate new products, only fast and never break!"
This was one of the winning rules of Yuanqi Mulin in the previous life.
From the launch of Yuanqi Mulin's first launched drink, Rancha, to Chen Mo's rebirth, the speed of its new product launches has been shortening.Starting from Rancha, daily tea, sparkling water, muscle water, bodybuilding light tea, milk tea, alien functional drinks, and full-scoring sparkling juice...the interval is shortened from 16 months and 10 months to 7 months , 6 months, 4 months...
Finally, Yuanqi Mulin even launched 3 new flavors of sparkling water in just 12 months, and the speed of flavor innovation is almost the fastest in the industry! ! !
As long as the product iteration is fast enough and there are enough segmented tracks similar to the "sugar-free market" that can be found, the advantage can be infinitely expanded!
In the Internet era, those who can make big money are always the first to eat crabs, and those who follow suit can only get a mouthful of soup at most.
Song Ziyan was taking notes and said extremely seriously: "I have learned a lesson."
Chen Mo: “In addition to being fast, our panda drinks also have to work hard on packaging.
The visual hammer can quickly, accurately and strongly arouse user value resonance, establish brand characteristics and enhance brand tone.
Our brand should be youthful, personalized and differentiated, while retaining the most classic outer packaging for some old customers. "
“In addition, as a cutting-edge product in the Internet era, we must make full use of the Internet for promotion.
Use Internet gameplay and social media with traffic iteration as the top media strategy, put a large number of top influencers, and set off a wave on social media in the form of pictures, texts, videos, live broadcasts, etc.
Then we teamed up with the top social media experts to plant a large amount of grass to further precipitate brand content. "
“Also, the endorsement stars must be the ones with the highest popularity on the market and the best popularity among passers-by. As a major fast-moving consumer goods category, repetition is the best way to overcome the overwhelming amount of information.
The simplest and most crude way of publicity, which Coca-Cola has proven, is to sign up a large number of popular celebrities for advertising..."
In one breath, Chen Mo forced all the ideas from publicity to marketing to product iteration into Song Ziyan's body.
At this moment, Song Ziyan, who used to be Chen Mo's teacher, was more like an ignorant child, quickly recording what Chen Mo said in her notebook, and greedily absorbing the knowledge points in Chen Mo's words.
That way, he is 10 times more humble than the top student in school who loves to study the most when he is learning new knowledge!
In the business world, there are not many big bosses who can teach others step by step like this. There are simply none!
The opportunity for Song Ziyan to be handled by Chen Mo alone in the office was simply too rare.
Wait until Chen Mo finishes teaching.
He Chaoling knocked on the door and came in, reporting: "Boss, Coca-Cola is taking action!"
Then she brought up her notebook and opened the Coca-Cola website.
I saw only one message on the entire page of the website: Coco-Cola sugar-free series will be launched soon, so stay tuned! ! !
Chen Mo looked stern!
coming!
Coca-Cola’s counterattack!
And this time Coca-Cola is obviously much faster than the last time!
It took half a year after the last generation of sugar-free drinks became popular in the world. Coca-Cola rushed to launch its own brand of sugar-free series, but it was too late!
Although the sales volume of Kekou's sugar-free series is quite good, compared with the sales volume of Kekou's classic series of drinks, it is simply a huge difference!
Unexpectedly, in this life, Chen Mo's Panda Sugar-Free Drink was only launched for more than half a month, and Coca-Cola Company quickly took action!
Recently, the public relations department of Coca-Cola Company has settled the public opinion crisis. At this time, it will launch a sugar-free series and then combine the advantages of Coca-Cola's leading company for promotion. It is not yet known who will win!
"The reputation and sales of our pandas are so good, Kekou will definitely not be able to catch up!" Song Ziyan comforted.
"uncertain."
Chen Mo shook his head: "Coca-Cola is a century-old enterprise after all, and the Coca-Cola series has a sentimental bonus.
If its taste, price and healthy concept of 0 sugar, 0 fat and 0 calories play the same cards as us, and then combine marketing with emotions, I'm afraid we won't be able to win. "
As soon as he finished speaking, the page on the computer screen refreshed, and Coca-Cola’s official website displayed a familiar slogan:
0 sugar, 0 fat, 0 calories! ! !
Song Ziyanhui reported: "We are doing very well in the past few days. The daily sales of Overlord have reached 5000 million cans, and the sales in the summer have also exceeded 4000 million, and the total global sales have reached 2 million!"
"If nothing else happens, we will completely surpass the sales volume of Coca-Cola within half a year!"
After making the report, Song Ziyan, the CEO of the Panda brand, felt like she was in a dream!
That's Coca-Cola!
Over the past 100 years, countless beverage brands have launched attacks on this leading company, and without exception ended in a disastrous defeat!
Among them, many local cola brands in Daxia were eventually acquired by Coca-Cola and became the dust of history.
As a result, in the past 30 years, new large companies have emerged in almost all fields. Only in the field of carbonated drinks, no one dares to challenge Coca-Cola, or even has the courage to start a business!
It is like an invincible god of war, standing proudly on top of the world, making people shudder.
But now, under the leadership of Chen Mo, a beverage brand with pure Daxia blood has become a dragon-slaying warrior and severely damaged the dragon of Coca-Cola!
With the healthy concept of "sugar-free and zero calories" and fresh and trendy packaging, Panda quickly stood out from the crowd of traditional drinks and cheated along the way. The brand valuation achieved a leap from 0 to 4000 billion yuan!
Thinking of this, Song Ziyan couldn't help but admire: "Mr. Chen, your concept of 0 sugar, 0 fat and 0 calories is simply amazing!
Now colleagues are all frantically studying the marketing case of our Panda Beverage. Everyone says this is "one of the most awesome marketing cases in a century"! "
After witnessing the market value of Panda Beverage from 0 to 4000 billion, I can better understand how awesome this marketing plan is!
you could put it that way.
In the past half month, Panda has sold 10 billion bottles, defeating the two carbonated drink giants Coca-Cola and Best Coke in one fell swoop, surpassing the popular Ba Li Shui, and even crushing classic drinks such as Kangshuaifu and Agree. Flat brand.
Chen Mo's marketing plan accounts for at least 70% of this!
Chen Mo smiled lightly and said: "The powerful marketing plan is just an appearance, the essence is still a matter of outlet.
At present, the sugar-free beverage market is completely blank. At the same time, the stereotype that "good-tasting beverages will make you fat, but sugar-free beverages taste bad" is deeply ingrained in consumers' perceptions.
We happened to find this outlet and became the pig flying on the wind. "
"Next, if we want to maintain sustained growth, we must continue to launch new products and be 10 blocks ahead of other companies in the field of sugar-free drinks!"
"Mr. Song, remember, in the new era, the important rule for both IT products and offline products is: iterate new products, only fast and never break!"
This was one of the winning rules of Yuanqi Mulin in the previous life.
From the launch of Yuanqi Mulin's first launched drink, Rancha, to Chen Mo's rebirth, the speed of its new product launches has been shortening.Starting from Rancha, daily tea, sparkling water, muscle water, bodybuilding light tea, milk tea, alien functional drinks, and full-scoring sparkling juice...the interval is shortened from 16 months and 10 months to 7 months , 6 months, 4 months...
Finally, Yuanqi Mulin even launched 3 new flavors of sparkling water in just 12 months, and the speed of flavor innovation is almost the fastest in the industry! ! !
As long as the product iteration is fast enough and there are enough segmented tracks similar to the "sugar-free market" that can be found, the advantage can be infinitely expanded!
In the Internet era, those who can make big money are always the first to eat crabs, and those who follow suit can only get a mouthful of soup at most.
Song Ziyan was taking notes and said extremely seriously: "I have learned a lesson."
Chen Mo: “In addition to being fast, our panda drinks also have to work hard on packaging.
The visual hammer can quickly, accurately and strongly arouse user value resonance, establish brand characteristics and enhance brand tone.
Our brand should be youthful, personalized and differentiated, while retaining the most classic outer packaging for some old customers. "
“In addition, as a cutting-edge product in the Internet era, we must make full use of the Internet for promotion.
Use Internet gameplay and social media with traffic iteration as the top media strategy, put a large number of top influencers, and set off a wave on social media in the form of pictures, texts, videos, live broadcasts, etc.
Then we teamed up with the top social media experts to plant a large amount of grass to further precipitate brand content. "
“Also, the endorsement stars must be the ones with the highest popularity on the market and the best popularity among passers-by. As a major fast-moving consumer goods category, repetition is the best way to overcome the overwhelming amount of information.
The simplest and most crude way of publicity, which Coca-Cola has proven, is to sign up a large number of popular celebrities for advertising..."
In one breath, Chen Mo forced all the ideas from publicity to marketing to product iteration into Song Ziyan's body.
At this moment, Song Ziyan, who used to be Chen Mo's teacher, was more like an ignorant child, quickly recording what Chen Mo said in her notebook, and greedily absorbing the knowledge points in Chen Mo's words.
That way, he is 10 times more humble than the top student in school who loves to study the most when he is learning new knowledge!
In the business world, there are not many big bosses who can teach others step by step like this. There are simply none!
The opportunity for Song Ziyan to be handled by Chen Mo alone in the office was simply too rare.
Wait until Chen Mo finishes teaching.
He Chaoling knocked on the door and came in, reporting: "Boss, Coca-Cola is taking action!"
Then she brought up her notebook and opened the Coca-Cola website.
I saw only one message on the entire page of the website: Coco-Cola sugar-free series will be launched soon, so stay tuned! ! !
Chen Mo looked stern!
coming!
Coca-Cola’s counterattack!
And this time Coca-Cola is obviously much faster than the last time!
It took half a year after the last generation of sugar-free drinks became popular in the world. Coca-Cola rushed to launch its own brand of sugar-free series, but it was too late!
Although the sales volume of Kekou's sugar-free series is quite good, compared with the sales volume of Kekou's classic series of drinks, it is simply a huge difference!
Unexpectedly, in this life, Chen Mo's Panda Sugar-Free Drink was only launched for more than half a month, and Coca-Cola Company quickly took action!
Recently, the public relations department of Coca-Cola Company has settled the public opinion crisis. At this time, it will launch a sugar-free series and then combine the advantages of Coca-Cola's leading company for promotion. It is not yet known who will win!
"The reputation and sales of our pandas are so good, Kekou will definitely not be able to catch up!" Song Ziyan comforted.
"uncertain."
Chen Mo shook his head: "Coca-Cola is a century-old enterprise after all, and the Coca-Cola series has a sentimental bonus.
If its taste, price and healthy concept of 0 sugar, 0 fat and 0 calories play the same cards as us, and then combine marketing with emotions, I'm afraid we won't be able to win. "
As soon as he finished speaking, the page on the computer screen refreshed, and Coca-Cola’s official website displayed a familiar slogan:
0 sugar, 0 fat, 0 calories! ! !
