Wonderful world of marketing ideas 800 cases

 A wonderful marketing idea (plan), may bring you millions in return. The definite answer
is that true? You should believe that it is not nonsense. Because the book nearly a marketing idea the actual size of a few well-known entrepreneurs
hundreds of experience and wisdom, the blood and sweat of these smart people. As long as you believe
really read, and in their own good at the use of business activities, inspire yourself, then the trick tips,
will be able to help you board the smart businessmen, The new product ;, manufacturers of household appliances refrigerators in the current market
attractive profits! you may wish to re-stretch of the imagination, in addition to ; so, they
whether there is market demand, you may wish to further expand the imagination wings, in addition to electrical appliances, other products
Clothing, What are the requirements? much of its purchasing power purchase
? as Chinese traders (including the future of the business) you want to investigate this market? whether
want to develop this market?
department stores are now competing in China tragic, we all style all their own, however unsatisfactory, if you turn the book
turned to see the United States with nearly century-old department store magnate Sears (Sears), the British king a hundred
cargo industry br> to participate in compiling the book are: Gu Xiaohui (Associate Editor), Liu Haitao, David Yip, Lee race, Chia-
Qi, Guo Na, Chen Chen, Beatrice Wong, Elly new, Dong Feng, Jiao Jianjun, Yang Zhong, Iraq Yan-Fang, Yang Xia Pro,
Tam table, Ya-Ling Liu, Li Zheng, Xing-Zhong, Sun Xianmin, happy wisdom, Li Mingming, etc..
editor in August 1996 Beijing
wonderful world of marketing ideas 800 cases of a brand strategy
brands (and) is the brand name, quality, trademarks, logos, images and other integrated
image. brand image in the modern enterprise competition is a powerful secret weapon, with it, you
can win, otherwise the fate of the poor! establish a brand is a central task of entrepreneurs! This section describes the 10
examples such as the Mercedes-Benz, Sony, United Kingdom Marsh, etc., are playing ;.
1. down, clothing, wool, and other industries as one large enterprise groups. 1996
spring Guangdong Galanz Enterprise (Group) orders at the company's products, 3 days production signed more than 800 million yuan
goods contracts. The first year, br> products market share.
2. Seye Fu Mao
new form of art known around the world the former Soviet Union's gross Seye Fu folk dance troupe, founded in 1937, currently has
116 ��outstanding talented actor. Since 1958, the theater nearly 70 countries around the world and to areas
performance pack the house wherever he went, the highest per theater ever a city record of grossing
.
The troupe has been able to have such success, mainly due to its founder, Mao Se Yefu
dance read the updated concept and create a new art form - dance, dramatic way to story. He put many of the Soviet Union
widespread folk tale adapted for the dance repertory, with lively body,
language and tone of the stage used to be performance. both the Soviet people in daily life emotions and grief
Huan clutch, but also the display of Soviet folk art. These circumstances are unfamiliar to foreign audiences in the Soviet Union,
not only curious, but also because of the style and exciting stage lighting effects, but will their own feelings into the story among financial
.
Seye Fu Mao selection of dancers is very strict. each year the selection of 600 ~ 700
open reaches the age of 13 years old boys and girls, started to accept 4 to 6 hours per day basic training .4 years later became associate members can
, the average of less than 40 people. a quasi-member of the dancer, not long to begin the formal performance of
training. any repertoire training must be a hundred thousand hammers, perfect. as long as the grid to achieve the most stringent standards
, naturally become a good dancer.
after World War II, US-Soviet relations began to ease In this situation, the hair is a cultural troupe Thayer
husband first visited the United States on behalf of the Soviet Union Theatre. tour cities in the United States
back performances by an unprecedented welcome, performances sessions to increase again, after numerous countries around the world are also numerous
letter of invitation to perform it. So, Mao Seye Fu Theater to become the only access to the Soviet Union Nikita
Xiao Swift accurate, can often performed abroad groups.
3. quality and sales
open market today, the result of market segmentation, price and quality within the segment to move up, and
smaller, more specialized manufacturers are gradually replacing large mass-market manufacturers, to find survival,
a thriving business.
the automotive industry as an example. Austin in 1981 through the company invested $ 2,000,000 in capital construction, but
the same month, Mercedes-Benz is planning to invest 45 million U.S. dollars, almost Fujitsu capital Oslo 24 times,
to strengthen its UK market. As the UK recession in mass production cars, the automotive industry production remain small
, Austin once a week through the production record of 8 vehicles. In Germany, thousands of high-priced cars to time,
the UK are forced to hundreds. This is the development of the car from the Jaguar will be able to see that. When the Jaguar car changed into a very unique
types of vehicles, only 6532 in the UK market.
Gan when a new president by John after seeing a small amount of Jaguar production, quality and bad He will not go on like this for
that there is hope, so drastic reform, substantial expansion of production, quality
increase, sales increase, especially in the U.S. market, profits increased rapidly, making the Jaguar to raise < br> 7500 million in funding, into production line automation to further improve the quality of production. Results
1985 net profit of $ 84,000,000, so that return on equity rate of 37%.
successful practice has shown that in the modern of technology, efficient production, have established an efficient quality control system
. And in today's market, if the lack of quality companies of any size without
law merchandising tasks.
4 .
capture the market by the brand image of the fragmentation due to the brand, General Motors has been forced to restructure the company's image. This is the most intense
it ever again. General Motors existing brand simply can not adapt to market changes , especially in Japan
car competition. even if the U.S. import quotas on Japanese cars with Japanese cars are still easily take 12%
market. In the past the U.S. General Motors arranged 3 / 5 of the market, now simply can not withstand the tide of Japanese small cars and Toyota
low-cost challenges.
1983, Toyota and Nissan sales in the United States to easily surpass the record
Volkswagen record keeping. And Germany Death of the Japanese car sales accounted for only 1 / 3, resulting in the car caused a sensation in the history. In addition
GM introduced the small cars give way to combat the Japanese, because GM's five brands (Chevrolet
Lan , Buick, Pontiac, Ao Simo ratio, Cadillac) are busy the whole car from the development to small cars.
result is to create a lot of different brands of hanging, in essence, is about the same small cars.
successful than the many generic brands mostly in the consumer goods market. For example, the U.S. accounted for only one of his company
all brands, while P & G P & G has nothing to do with the product name. Marklin is the United States accounted for
main toothpaste brands, marketing staff in order to adapt to environmental changes, not too mean to update the brand. even in the United Kingdom and the United States
listing, switch to the new brand. home added a refreshing toothpaste which innovative agents results in the initial listing
toothpaste caused a sensation.
excellent marketing person and multi-gifted Wake Forest management guru in 1993's famous remark: note the following few things
- continued to be systematic research competitors product approach, developing new distribution channels and distribution side
type, supply a new product?? to protect both the education market, win new markets. to comply with both critical phrase,
products and utilities that be protected, even if nothing in the open market through the shape.
5.
Mercedes Benz brand strategy reputation after World War II, the product positioning in the market for luxury cars. BENZ < br> has been committed to manufacturing performance, consistent image of luxury cars, but also strong, durable, fast, comfortable, good quality advantages. sub-brand Mercedes-Benz cars are rarely used, even once will be too heavy
large models change, only with a new Mercedes-Benz S series to represent.
The company constantly in pursuit of technological innovation, and help to maintain its stability and consistency of the image. re-organized and efficient
added distribution network , making it year after year in the premium car market share growth in .1982 and 1983, global sales of Mercedes-Benz over the UK car sales market in the UK 2 / 3, two years
break 450,000.
it Another valuable lesson is that creating a market niche and is as important as the first entry. For example
the oil crisis, the first production diesel vehicles. But the oil crisis, energy saving time, fuel consumption has also become a Mercedes-Benz's
a major weakness. after the Mercedes-Benz in the early 1980s, the small car models to expand the market through the strict test of
grid, its marketing skills to make small car sales finally successful, to overcome the
Achilles heel.
Mercedes-Benz is the clear demonstration of the skills of its image and enhance its quality, single-brand strategy.
the assets of the brand is prominent, and its outstanding assets is the brand.
6. , 4.6 million employees, there are 7 branches in foreign countries. Today,
Marsh has become the world's leading successful enterprises, by the world economic circles as enterprises.
Marsh's unique mode of operation of all goods, whether it is clothing, shoes, daily necessities and food,
wine is a sign: no choice, why
Why can attract a large number of consumers? key is Customers have a strong appeal.
the same time, Marsh has a good grasp of attention in marketing the following links:
�� general retail sales in accordance with the market to buy the manufacturer has produced commercial
products, but Marsh is in accordance with the market the company needs to decide what to produce goods, and then to the manufacturer set
system and marked as to introduce the relevant time, to meet the customer's consumption trend
Marsh asked all senior staff person for market research, to capture the customer's consumer mentality, forecast market trends.
�� Marsh company for each type of goods are Procurement Unit is responsible for by a detailed market research and product planning
development and test marketing the product, observe the customers reflect the need to improve or
according to the market launch of products. When the products become marketable products, the purchasing group of products they often have to be assessed to make
volume prolong its life. when some poor product sales, the company will not regret it immediately evacuated city
field, to make way for the best-selling new products.
�� company starting from understanding customer requirements, determine the standards to meet customer needs and achieve the objectives determined
standard, to provide customers with new services.
7. diversified business portfolio to save Sony Sony
career development in acutely aware that any company has as one if we only rely on superior technology products
, no matter how strong the product, the foundation will not be stable, and a group
Products combination is much more secure than a product.
operated by Sony VCR, due to technical slightly inferior to 1983, its net profit had dropped by 50%
, but separated for a year, By 1985, they have been amazing speed of 2,916 billion U.S. dollars of net profit
. The reason, one of the recorders in the U.S. heat, so that the cause of the Sony Betamax
suffered its benefits, but most important is the Sony the cause of the credit portfolio diversification.
operated in the Sony VCR market share within two years from 13% to 7%, sales of portable listening
decreased year by year; the company in an extremely difficult situation , is a diversified portfolio career save save
Sony, CD sales make up, 8cm camcorder also brings a better economic efficiency.
In addition, Sony also committed to the industrial products business, the past, the company the ratio of consumer and industrial products
80:20, 50:50 in 1990, the proportion of. on such a lofty goal in the guidance, only to re-claim
Disney Company full of vitality.
8. Taiwan accounted for the Japanese market the brand banana dependent
Taiwan bananas in 1965 to 1966, Japan accounted for 80% of the total input of more than
for Taiwan is called the golden age of banana output. This led to the golden age because in 1961, Japan implemented a policy of freedom of
banana importation, and the Taiwan External Trade banana farmers will be encouraged to improve the price of bananas,
after the increase in profits due to increase. but by 1993, Taiwan banana market share in Japan, but never
80% down to less than 10% do not factor in how the business down, from the marketing point of view, nothing more than a few
the following reasons:
�� less emphasis on packaging. With the improvement of living standards, the Japanese consumer choice of food from
Johnson Central and South American banana
so slightly, one chip.
�� did not notice the changes in consumer preferences in Japan. just to meet the tastes of banana in Taiwan, Japan and Taiwan
I used to eat bananas, the market almost certain, knowing the Japanese keen to Westernization, easy to accept the new concept
read, taste will change. especially the younger generation of Japanese, for the color, the smell of bananas is not built like the Indian
banana in Taiwan, but on Latin America banana, especially the > been selected, the specification bananas. In this base
basis, through the mass media, advertising to consumers, so that the quality first impression.
this end, the experts suggested that in order to save the future of Taiwan banana market in terms of sales outlook
must read, and in action to change, as soon as possible to build brand, establish quality standards. because in the industrial society,
consumers to the brand choice, and rarely use their experience to purchase, the brand is a consumer purchase
objective criteria. In addition, have to actively campaign. consumer purchase motivations communication media by means
guidelines for effective advertising will not only draw the attention of consumers, but also improve Taiwan's image and products
banana quality status. At the same time, it should be noted that a direct impact on improving the product value of the product packaging.
9., Kenneth opposite
export boom in Taiwan, but the lack of trademarks and brand marketing in the lame, the only, Kenneth
to create their own tennis racket to the brand and trademarks, to get a place in the international market, gained considerable recognition. Kenny
who started tennis first to export in the international market, established a considerable reputation, Taiwan
Road personnel know that it is Taiwan products. In early 1982, the official, Kenneth began sales in Taiwan, in addition to the
racket, the products also include sports shoes, tennis clothes and casual clothes.
first established in the international position on the international market after the further the development, which is a
, Kenneth and business strategy as the largest manufacturers in the different marketing methods such opposite direction, is their only
special approach. sold in Taiwan At that time, such as autumn leaves swept like, invincible, special stores all over the land
continued in the establishment, we can see the brand and trademark in the minds of consumers influence and importance.
, Kenneth's case, not only prove not not afford to own their own trademarks and brand names, is not
not afford the foreign goods to quality and a longer short, the problem is we have the determination, willing to do not want to have to take a leap
that step, Kenneth !
10. Tyson's one thousand kinds of pie to push sales law
Tyson Foods, the world's largest, highly integrated poultry production process, processing enterprises
industry, great attention to the implementation of brand expansion strategy. Once a product to be successful, wanted to expand its influence,
added products. When companies like Tyson in the current market a new product, for example, want to sell fast food chain stores
, after the success of further supermarkets, government agencies and organizations, service agencies to sell the product.
in a chain of fast food shops to sell before the first such product test marketing in the company within the Group to gain experience and then outside to the
promotion. Thiessen explained: choice.
cities or areas for the pilot, test it if such a style popular with consumers. company research staff also to a
specific group of people for the survey, out the door asked people to taste the samples and presenting relevant problem. hope
welcome to take this to produce more food.
two marketing channels in the [pass] and [Delay]
marketing channels open, the product sold; marketing channels difficult to sell.
this section referred to introduce some examples of Act), br> also can be
increasing wage expenses, cellular companies will be able to allocate goods (Pbysicaldistribution)
operating procedures and equipment to be centralized, rationalization of processing, the company has successfully reduced the product distribution business
transportation costs; also in terms of customer service, with many improvements.
department store did not pay attention in the cellular distribution of the transport costs of goods before the company does
this operation has many problems. Six years ago, has a total of nine multi-storey warehouse to store and supply of the four department stores
commodity requirements of the Division. nine warehouses in the outskirts of The Hague, three in the capital, responsible for the supply
department store in The Hague; other has two warehouses in Amsterdam near urban areas to supply the local department store;
Luote Dan in Antehefen and the two department stores, will have two warehouses: one close to the department store
companies, one in the suburbs. In this distribution, the product is often in a department store and the warehouse operation into
out of, resulting in a heavy transport work, which is a major disadvantage of the first of its operation. Second, multi-department stores in the
in areas of the city, space is limited, goods can not be directly stored in the department store;
the same time the department store's sales staff have to trim the company and the price of goods do the work for
display; plus warehouse storage spaces to configure and manage non-performing, often can not find the stock occurred, resulting in delays in the delivery
distress goods; goods damaged during transport is common, however, these shortcomings have been neglected at the time
out.
cellular company is also facing another problem, because the company has sold directly to the city from the transport of goods to the customer designated locations
job, it is likely to happen: a safe Te Hefen residents
Amsterdam department store goods that are more complete, so go there to buy something, then even if the Ante Fen warehouse
the same goods, also the old department store in Amsterdam the goods to the remote
Antehefen 120 km away to. of a department store retail companies, such practices,
high cost is not, customers often do not know when to close due to to moan about ordering.
all of these issues are listed by the consulting firm Cole out of competition. Kou match the total
consultancy company based in the United States, cellular companies ask them to identify problems and provide improved views.
This home has 2200 employees in the cellular stores, and finally through the centralized allocation entity and reasonable
, making the company is now able to reduce the cost of the distribution of furniture to sales of 7.5% or less; while its general merchandise
He also reduced to 3.8% or less, although the company has improved over the period of On Hang
added a department store.
These costs, which is very important
want. what effect. suppliers to seek lower prices to buy
into, or be included in the price of extra cost.
honeycomb cellular relations department store company in the enterprise, the enterprise business in the Netherlands a few
companies, mainly retail. From 1974 to 1975, although overall sales increased to 5.64
million, an increase rate of 20%; but the profit rate during the same period dropped by 10%, only USD 440 < br> ten thousand yuan.
Sai Mulan in the recalled: .
policy and labor policy, have made some basic assumptions; consultants also note that productivity levels at the time, inventory turnover,
trading approach and attitude of employees to determine the ability of the company is facing change.
According to the consultant's report, cellular ad hoc group set up a department store, and design consultants with a variety of goods
distribution programs, and from a financial point of view to measure the advantages and disadvantages of each program.
the ad hoc group members representatives of various departments, such as data processing departments, transaction control department, personnel departments, and
construction, industrial engineering and other staff personnel.
cellular affiliates of the organization and procedures of departments, there is a Dr. Wim said: As for the distribution of general merchandise, the discussion over which of several options, one of which is to improve the distribution system at the sub-
, the use of more modern material handling handling equipment; the other is to establish a central control point to receive and
handling of goods, but the number of goods stored in the original warehouse.
side finally used method is to disable all of the original several warehouses, and all goods, in addition to fragile food, are kept
in a central warehouse.
central warehouse to select the appropriate location, the ad hoc group to review six possible locations, and the four made their
more in-depth research, and finally decided to build in Ukraine Hamilton, because of the location of Wu Erdun moderate,
rail and road accessibility, coupled with the appropriate size and shape of land, and there is room for expansion.
the new distribution center, including two large warehouse, there have been a central Management Office. Each one has its own warehouse of goods
distribution area. in the future as a result need to be expanded to twice as big as the whole.
order to determine the design of warehouses and storage areas, as well as the type of goods handling equipment, project Group test
consideration from the supplier of commodities to reach the final consumers, the entire process, including transport, unloading, storage, handling, inventory control, price and shipping operations and other factors, want to make the process easy.
cellular stores by the reformed procedures is this:
every vendor shipments to distribution centers truck, the driver can be through the door on the intercom
and central office staff of the dialogue, where staff will tell the driver to open a discharge station for discharge and, if necessary
supervisory staff and equipment, and related price, and storage location of files or transported, will soon reach the unloading station
began operations specified. Each Block has a plastic awning unloading station can cover the truck body, can be guaranteed under the
rain the next shipment of goods will not be damaged during the rain.
cellular companies traded goods estimated 200000-30 kinds, from the living room furniture, fine
porcelain, glassware, to the office paper clip, really readily available.
remove goods with the order form after the check sent with the conveyor belt above your head price zone, the conveyor belt Lee
electronic control to explain the different goods by the door price can reach 16 in any one area.
price area of the female employee of the goods pour out into the original packaging Another conveyor belt automatically sent to a processing department and the dumping of goods from
a female employee of the accompanying documentation according to the instructions, marked price, and then put into a type of plastic
containers, such containers are 6O cm long for the .40 cm wide, 10 cm or 20 cm high, in addition to other home
with almost any type of goods loaded, storage building itself and the size of frame length and width of all goods and plastic containers into
direct proportion, so the 300,000 such containers neatly stacked in a warehouse from
to, and does not waste space.
responsible for the price of the female employee and then the file indicates, the price of goods by post
destination points into the container, then placed in high-altitude hanger car, this hanger can be installed per vehicle 10 large plastic containers, and shipped right Wait
this place, so the next day to various department stores.
clothing has a dedicated loading dock, a female employee of the clothing shipped to the warehouse Ling
a piece hanging in an empty hanger on the track, the price is automatically sent to storage bit or a dedicated loading at various department stores.
furniture is stored in specially designed multi-storey stand up to the roof where. the company with a manufacturing company as a co-
designed a special platform, the operator seats located on the platform, the platform will increase with the increase
goods, and goods at any time to maintain the parallel operator, the operator can walk along the platform to push the furniture into the shelf in
. Therefore, a piece of furniture the entire storage process will be the line as long as a person, he will, after proper cargo security
home, they put pressure in the storage location of the property record card holder embossed with a different number of metal plate, so that figures carved
the record card, can benefit in the future when looking for easily and quickly.
all the next day sent to the department stores or customers of goods, the previous evening, we have set
in place in the warehouse loading All the furniture have been checked, as necessary, to repair before sending
shipped to locate Hou. The next morning you can start sending order of loading.
many of the original company delivery vehicles sell, and decided in addition to furniture, other goods Yigai closed
home delivery service. the company also hired 10 trucks and trucks loaded with 10 separate body,
so when loading the cargo body 10 When the outer door, the other 10 bodies in the warehouse can be loaded with the shipment,
improve delivery efficiency.
cellular store also features a computerized inventory control system. For example, when a pieces of furniture sold
out, the invoice will be sent back to a single warehouse together, so that any call to a department store can
distribution centers, asking whether a particular stock or commodity is available in other department stores obtain the company.
center is also responsible for allocation of inventory to maintain a certain minimum standard in the above, the customer because the company's industry, such as
way, finally able to get up to the nearest department store style products .
new approach is to focus on storage because of inventory, so inventory levels and inventory costs have been substantially reduced
low. Saimu Lan said: the company in the city
competitive field. furniture transportation improvements also brought great benefits the company, customers who patronize the number of times I
more and more, because we have good furniture delivery cargo services. must bear the costs, but it further
to develop marketing strategies as a priority factor. produced by the to be able to achieve such results, the key is to contact them directly and consumers, and focus on direct and retailers
contact.
 they used three cars, in 1966-1967 traveled several times between two In addition to the counties and cities outside Taipei
township. to take the spot sales on the spot ERNIE method. prize is a good gold ring, the worst
's also a pen, immediately to the prize, but everyone Award, no empty prize. This direct contact and consumption
those methods, Shen so that all towns of interest to consumers, and laid the basis of sales in the township.
 In Taipei, they take a direct Fen to give a purchase order, you can send the goods in the consumer's home, while registered as long-term direct users,
goods after the user wants, as long as a phone call, the goods can be sent. This sample packet and a letter stapled books,
distributed every 6 October, once a 20 to send tens of thousands of sub-package. pm ...