Wine Marketing: The Ultimate 1v Competition
4P Marketing Theory as the activity of the new marketing theory fermentation tank, led to a further development of a modern new theory. From 4P to 4C, and then to 1P, 4V, etc., the nature of marketing has not changed, but from a different perspective to the essence of it s marketing.
Brand Lab that is now Spirit The competitive nature of the brand is based on the value price competition. And this competition means the industry is not only the value of competition among different brands or product value and the value between the value of consumer psychology game. In other words, the success of each bottle of liquor sold, not only means that the PK and competitive brands in the victory, still struggle with the value of consumer psychology in to victory. Based on that, can claim that China has entered the value of (value) marketing phase, also known as 1V marketing stage. In the 1V system, the classic 4P combination is not useless, just retreat into the surface of the tip of 1V peak of the foundation of it.
One form of marketing theory liquor 1V
Objective, the current positioning of the division of liquor in China was extremely extensive and arbitrary, is essentially a consumption-roughly defined by the environment: nothing more than wine business, communication with the wine (especially the night market and the private party), household wine, wedding wine, etc.. In a different environment for consumption will need to contribute to a different value wine. However, we must clarify that the Liquor 1V is not an isolated existence, but there are three important component, the value of the three carriage ride together to create the most significant phase, the best position to decide the ultimate competitive spirit 1V value??
1, rational value is the cornerstone of liquor 1V
Rational value of liquor, and wine has its own grade orientation has a causal relationship. Contemporary Chinese liquor brands rational value of the excavation, into an extremely short-sighted misunderstanding, lack of innovation. Low-end liquor, usually sell the real thing, selling
Honored Lower level such as the rational value; mid-range wine sold in the brewing process is not free, or flavor; must buy high-end liquor brand origin, is a long history, is the activity of the ancient cellar, accumulated over the years highest honor, etc.. But one thing is certain: no matter to what age, what kind of market conditions encountered, white wine as a special consumer goods, the value of the rational demands will not be weakened, it will only growing.
2, human values are the soul of liquor 1V
Every drop of liquor, and cultural factors need to inject. Consumers drink only wine, but also may be the dream of glory and honor, or fame, or some kind of heart could not understand the circumstances. No wonder people say, the success of liquor brands must have a human power, a humanistic connotation of the brand may not be successful. Although the number of liquor brands mining monk culture, hi culture, welfare culture, confused culture, wisdom, culture, heroes and cultural variety of the human spirit, but not necessarily with his own delineation of the group of consumers place, even worse, with the target location fully formed dislocation, so that the so-called fundamental human value is “nowhere near enough,” consumers can not pull the trigger chord.
3, the price value is the ultimate communication 1V
Rational values and human values, strictly speaking, there are intangible. Only the price value is perceived to be real, is the ultimate communication liquor brand value. The situation is the most rational: rational value, cultural value, together with the price value, the formation of “3V one” stable pattern. However, the need to remind liquor brand to note that, “3V One” is the best there is, the ultimate consumers appear to value or price as the carrier’s “1V”. Once the rational value or human worth far less than the price shown the value of the first perception of consumers is unworthy of the name of this wine, with the intention of playing at high prices; and rational value or human value, if higher than the price of the standard of value, this brand liquor sought after is the natural run the.
Second, high-end liquor need Marketing 1V
1, the success of high-end liquor from the victory of 1V
Since 2000, pioneered the high-end liquor Shuijingfang this new category and a great success, the Luzhou,
Wuliangye , Maotai
Have such strong veteran to launch its own brand or its high-end high-end series, National Pits 1573, smooth, celebrities and other flourishing high-end market is also popular.
I am an expert from Mp3 Player Manufacturers, usually analyzes all kind of industries situation, such as golf caddy gps , steel golf shaft.
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