Tobacco control convention, control the new marketing model

With the approaching date of the Tobacco Control Convention approaching, the tobacco industry is calling for a "wolf". The greater impact of the Convention on tobacco brands is on packaging changes and advertising stops. This is equivalent to wearing masks and grimacing for tobacco brands, and the tobacco brands will collectively lose their voices.

What can a marketing brand that can't talk from now on? This is a big issue for tobacco companies.

Reshaping the marketing model is a top priority

The tobacco industry's previous marketing model basically adopted the model of “large-scale advertising + channel monopoly”. After the full implementation of the Convention, tobacco brands will walk from two legs to one leg, and the importance of channels will become more important. Prominently, under such circumstances, can tobacco brands reshape their marketing model with channels as the core?

The so-called marketing model is actually the division and combination of marketing 4P, using its own strong 1P to achieve points, and other 3P around this 1P. The mode is the 4P split.

The previous channel marketing of the tobacco industry mainly focused on the two aspects of “relationship marketing” and “channel monopoly”. The actual intensive cultivation of channels and terminals is still relatively small, and the service to the channels is less. This is the reshaping of the marketing model. Provides space.

With the advent of the era of advertising restrictions, it is necessary for tobacco companies to change their original marketing model and re-establish a new marketing model with channels as the center. Other 3Ps are built around channels.

First of all, it is the function expansion of the channel. In the future, tobacco channels will not only have sales functions, but more, they will assume the functions of “brand communication” and “brand service” and turn tobacco channels into “three-in-one” channels;

Second, it is the intensive cultivation of the channel by the enterprise. Since the channel function is enriched, how to actually implement these functions in place requires fine-grained cultivation of channels, such as: in-depth marketing and control in various aspects such as shopping guide, display, experience, brand communication, and service.

It’s also important to change the way brands are shaped.

Tobacco companies are accustomed to relying on advertising and sponsorship to build brands. By now, many people think that in addition to advertising, there is no incentive to build a brand.

In fact, advertising is just one of many ways to shape a brand. Others such as: public relations, creating categories, public welfare activities, channel communication, symbol communication, product communication, and static sales are all good ways to shape brands.

First of all, it is the creation of product static sales.

All competition starts from the starting point, the starting point is "gene", and the implementation promotes "growth." What is the starting point? What is a gene? It is a product. Modern marketing has gone through "propagation is marketing" to "channel is marketing" and then "terminal is marketing". After a thousand turns, marketing has returned to its starting point. The starting point of marketing is the gene of the product. I attribute it to products. The five key points of the soul, God, spirit, form and meaning.

With a good starting point and a good gene, the product has its own soul, the concept has its own god, the selling point has its own spirit, the image has its shape, the use of it is intentional, such a product is placed on the shelf, let it lie quietly There, good products can talk on their own, no need for additional advertising or promotion, it can also automatically attract consumers' attention, can also be sold automatically, and sold very well, such power is called "static power."

Second, it is the spread of brand symbols.

The five-star red flag is a symbol of the times. She is a revolution, a kind of spirit; the march of the volunteers is also a symbol, and the lyrics and music explain the state of mind of the people.

Marlboro Western cowboys represent the spirit of freedom; Red Eagle V represents eternal victory; NAKE's "tick" represents rebellious psychology, while Coca-Cola's red represents vitality.
Create brand symbols through visual, sound, language or color, and let brand symbols always appear in product packaging, terminals and all brand communication venues, relying on symbols to communicate with consumers on a spiritual level.

Third, it is disguised spread.

There are many ways to disguise the spread.

For example, Marlboro uses its clothing advertisements to spread tobacco brands;

For example, after changing the packaging, the tobacco brand can adopt the method of “sub-packaging” or “packaging gifts” to spread the brand connotation.

In summary, since the "Tobacco Control Convention" cannot be avoided, we can not blame the people, but only face it.

The author believes that with the further implementation of the Tobacco Control Convention, our tobacco brands will become bigger and bigger, because the Convention actually acts as a “Matthew effect catalyst” for the tobacco industry due to limited brand communication. The big losses will be those of weak brands, and the ones that benefit a lot are those well-known brands that are well-known.

In short, the Tobacco Control Convention will greatly change the pattern of China's tobacco industry, let us wait and see.

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