Tongbu can launch Jari with "P&G concept" (Figure)

In August, there will be another brand in the crystal lamp brand genealogy. Her name is Yari.

Attention readers will notice that on July 23, the 255 issue of the Japanese newspaper, the president of Zhongshan Gushang Lighting Co., Ltd., Tong Bu can reveal that the phenomenon of “one product and many cards” revealed that Jushang Lighting Co., Ltd. will be in August. Launched the third brand “Yari” after the Chen Zhenxiong and the top crystal lamp brand; the recent “Yari” image advertisements are also frequently seen in the newspapers.

At present, only three companies in the field of crystal lamps in China have launched dual-brand operation. One of them is the lighting. The two brands of Zhenxiong and Shangju have already exerted great influence in the market. Now they are launching the brand. Will make the company to become the only company in the field of crystal lamps to start the operation of three brands.

In today's many brands and fiercely competitive crystal lamps, it is not easy to operate two strong brands. Why can Tongbu start a third brand? Is it for the tide of the station? He said: "The introduction of Yari is not to become what 'the only one and the first'. According to our actual situation, it is our goal to implement the brand troika and to cover a wider market target group and promote the development of the whole company. ."


Tongbu can say that he was deeply influenced by the operation concept of P&G brand many years ago. The operation of Zhenxiong and the top dual brand operation is the result of this influence. This launch of Yari is only a result of his progressive implementation. Therefore, the first step in interpreting Yali is to understand the concept of her birth and to understand the concept of “P&G” of Tongbu. Therefore, this issue launched one of the "interpretation of the Yali" series: "idea."

Procter & Gamble: Brand Godfather

Founded in 1837, Procter & Gamble is the world's largest consumer goods company. P&G's global sales last year were nearly $68.2 billion. P&G is also one of the world's most respected marketing and brand operations companies. It operates more than 300 brands worldwide. Every day, P&G's brand has 3 billion intimate contacts with consumers around the world. In 1988, P&G entered the Chinese market and operated more than 80 brands in China, such as 11 brands of laundry detergents, 8 brand soaps, 8 shampoos, 8 liquid dish cleaners, 8 toothpastes, and 8 Coffee, eight floor cleaners, three toilet papers, three deodorants, three edible oils, two fabric softeners, two disposable diapers, etc. Leading brands include Pampers, Crest, Tide, Bilang, Shufujia, Rejoice, Pantene, Head & Shoulders, Wella, Olay, Oral-B, Duracell, Gillette, Braun, etc. According to relevant statistics, Puijie's four kinds of shampoos such as Head & Shoulders, Rejoice, Pantene and Sassoon account for more than 50% of the domestic shampoo market. Tide and Bilang detergent brands account for about 30% of the detergent market share. , Shufujia soap accounts for about 40% of the market share of soap.

Procter & Gamble has become a model for the successful operation of “One Brand and Many Brands” and is known as the godfather of the brand in China.

Procter & Gamble's "One Product and More Brands"

Tong Bu can talk in front of the reporter. He said that many years ago, he was very interested in P&G's brand operation, especially the operation of “one product and many cards”. He conducted some research and the P&G concept affected him. He believes that P&G's success is inseparable from its pioneering and implemented “one product and many brands” brand marketing strategy. The “One Product, Multiple Cards” strategy is to meet different market needs and to determine different characteristics or appeals of products based on different product values ​​and different purchase motives of consumers. Procter & Gamble's “one product, multiple brands” marketing method has enabled P&G to cater to different cultures, consumption levels and consumer preferences in different countries and occupy a considerable market. It is no exception in China. Tongbu can think that P&G's “one product and many cards” operation is most successful in the shampoo series. Based on its global market experience and the investigation of the mainland market, Procter & Gamble has focused on the various needs of the consumer group for shampoo, and has deeply subdivided the shampoo market to form different positioning and interest points. The market consumer group has launched a series of shampoo brands:

To dandruff - Head & Shoulders

Supple hair - rejoice

Nutritional hair - Pantene

Deep cleansing - Sassoon

Therefore, the first three occupy the leaders of the three segments of dandruff, suppleness and nourishment.

Procter & Gamble is not only a master of creating “one product and many cards”, but also a master in brand maintenance and management. The “one product and many cards” strategy is not simply to put a product on a different trademark, to sell in different packaging and different propaganda methods, but to truly achieve different brands, different qualities, different brands, different functions, different brands. To meet the needs of different needs, so that consumers fully experience the charm of the brand, the personality of the brand, the spirit of the brand, so that the brand is deeply rooted in the hearts of the people.

Multi-brand operation is the game of the strong

The "one product and many cards" operation is the game of the strong. Adopting a multi-brand strategy requires a certain degree of enterprise strength and sufficient resources. Because adding a brand requires a lot of capital and manpower, including brand promotion, channel construction, management and maintenance. Therefore, adopting a multi-brand strategy requires a certain degree of enterprise strength and sufficient resources. Procter & Gamble is strong enough to have enough money and manpower to support multi-brand operations.

Even the strong ones should be cautious and cautious when adding new brands. Tongbu can think that the following “rules” should be considered when adding new brands: how to increase the brand, how to combine the development strategy of the enterprise; Potential, existing brands can solve problems without increasing easily; under the premise that existing brands are not doing well, don't easily add new brands; new brands should be separated from the original brands and have good complementarity; When the number of corporate brands reaches 6-8, the brand number warning line is reached.

Tongbu said that after the multi-brand operation has been launched, the brands should emphasize positioning differentiation and avoid brand conflicts; establish a special brand management organization, such as the brand management department; distinguish the brand sub-focus, grasp the main brand, and adopt the level Management; properly handle brand crisis, avoid chain-chain effects, and overcome multi-brand malpractices.

The Jarui brand is born

Although the strength of the company is not the same as that of Procter & Gamble, in the "P&G concept" of Tongbu Neng and the status quo and goals of the company's development, the birth of Jari is born.

Tongbu can say that in the field of crystal lamps, the company is a mainstream enterprise, and it is also a strong one. The two brands of Zhenxiong and Shangli have been successfully operated, and the brand channels, models and influences have also been upgraded and matured. In the course of operation, the company has a very rich experience of “one product and many brands”, so he has great confidence in the operation of the three brands. He said that in the process of brewing the Yarui brand, he and his colleagues conducted a thorough research on the national market, and concluded that the high-end crystal lamp consumer market has great potential, and the consumer's psychology still pays attention to taste perception. Some brands have no way to solve the new problems, which means that Zhenxiong and the two brand products can only cover the mid-range, middle-to-high-end consumer groups, and have not affected the level of high-end consumer groups, and can not satisfy the market desire of us and the merchants. . The Yarui brand is positioned in the high-end consumer group, and is separated from the two brands of Zhenxiong and Shangju, and has good complementarity; therefore, the birth of the Yarui brand is the company's development status and goals and children's energy. The inevitable result of the P&G concept.

“The birth of Yari will improve our brand structure. Each brand will operate independently and coordinate with the 'P&G concept'. It will form an overall brand group and play the role of '1+1+1>3'. Quickly push the entire home company to advance to the goal of China's crystal lamp leader brand." In the end, Tongbu can confidently say.



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