Kunlun Lubricating Oil-The sales volume increased by 3 times, and the high-end variety structure increased from 12% to 40%. Kunlun fully implemented the brand marketing strategy formulated by Jason-"Originated from China Petroleum-Leveraging Power" and "Taking off with Shenzhou V * * *-Gitzo planned to use Kunlun on Shenzhou V with a keen news vision 1 1 before Shenzhou V took off" and "hyped the lubricating oil industry as a high-concern industry like a mobile phone", and gained a lot of free communication. Enter "Weng Xiangdong" in Google, and you can find thousands of lubricating oil news planned by Gitzo. After one year, the sales increased by three times, and the high-end variety structure rose from 12% to 40%.
Nanjing subway-subway is no longer a means of transportation, but an interpersonal position full of profound humanistic care. It has become a part of Nanjing's urban strategy to creatively integrate into the benchmark that incites the improvement of Nanjing's humanistic quality. A large number of government resources spread the brand for free. It was awarded the "2008 actual combat advertising case gold award".
Gitzo has refined the core value of "bearing human nature, direct physical and mental access" for Nanjing Metro, which is very in line with the main theme of a harmonious society, and has also become the first stop to improve Nanjing's urban strategy and humanistic quality. Vice Minister Xu Ning of the Propaganda Department of Nanjing Municipal Committee volunteered to attend the brand strategy conference. At the landing level of core values, we have successfully built two brand stations, "Candy Station" and "Harmony Station", and delivered humanistic care to the public through a large number of service innovations, such as functional music. The creative plane of Next Station series was praised by the leaders of the municipal party committee as "it can make people feel that the society is full of truth, goodness and beauty, and the images of migrant workers can reduce the crime rate". This case won the "2008 Gold Award for Actual Advertising Cases".
Xiangpiaopiao milk tea-has grown into the first brand in China milk tea industry, with sales increasing from more than 30 million to 820 million in three years. Gitzo provides services such as overall strategy, regional layout, brand planning, VI design, investment promotion and model market construction for Xiangpiaopiaopiao. The unique brand positioning is "pure feeling", and the VI design with "wings" as the main memory point is full of personality and visual impact, which makes Xiangpiaopiao have the genes of the first brand, and creatively puts forward the music marketing route, laying a good foundation for the rapid growth of Xiangpiao. The potential investment has obtained high-quality channel resources, and the sample market has made a good start, reducing the risk in the initial stage of market launch.
Honeycomb-Discover Blue Ocean+Leverage Obama's endorsement of black honey, increase gross profit margin by more than 3 times, and establish a perfect beehive-free monopoly system (SI, shopping guide, terminal service system). Gitzo tapped the unique resource advantages of Hubei, a province with thousands of lakes, combined with Chu culture and history, and combined classic Hubei products such as Shennongjia earth honey, Honghu lotus root starch and Jiangxia royal jelly soft capsules, and named them "Chu Bee Charm", which focused on government affairs and business gifts market, and the gross profit margin increased by more than three times. Say goodbye to the present situation that Hubei only has low-end gifts such as duck neck and Xiaogan hemp candy. On February 20th, 2009 and February 20th, 2008, when US President Barack Obama was sworn in, an advertisement of 1/4 of "Black President, Black Honeycomb" planned by Jesse appeared in a large related report of Obama, which was skillfully combined with the full-page newspaper news, which was equivalent to making the full-page a part of the honeycomb advertisement, which not only greatly enhanced the advertisement.
Mo You milk tea —— Grasping the "fun" essence of snack food industry, novel brand naming and innovative categories, and promoting the successful listing and hot sale of crayon Xiao Xin milk tea brand "Mo You". The interesting brand name "Mo You" closely follows the psychological characteristics of the target consumers and becomes a prop for them to express their feelings. At the same time, it maintains a high degree of unity with the brand style of Crayon Shinchan, laying the foundation for "Mo You" to become a strong brand. The innovative category "Five Grains Milk Tea" makes consumers have strong expectations for the development prospect of Mo You milk tea. The initial investment order amount is 27.8 million, which is nearly twice the customer's expectation. The humorous advertising film "Joint Code" has aroused consumers' extensive concern and discussion in an entertaining way, which has aroused consumers' attention. Model market construction scheme, new product rapid marketing scheme, practical and low-cost network marketing are all well received by customers.
Shandong Liuhe Group-Liuhe cuisine not only provides the source of human strength-meat, but also discovers a new taste of life for consumers-fresh, interesting and touching new experiences. Through the interesting naming of sub-brands such as "Twin Life" and "Life Life" and the vivid advertising slogan of "One two three four five, Liuhe is full of fragrance", Liuhe brand is more stereoscopic and full. Recently, it has appeared in some meat industry exhibitions with a brand-new image, and has become the object of imitation by other competing products in the same industry, with rapid sales growth. At the same time, Gitzo has taken a different approach, starting from the height of Liuhe Group's corporate culture, combing and planning the relationship between various departments of the group, and combining Shandong regional culture, Liuhe Group's corporate culture and other factors, refining accurate and cultural core values for Liuhe Group; For Liuhe Food Division, Gitzo launched a vivid and playful advertising slogan "One two three four five, Liuhe is full of fragrance", which was unanimously adopted by customers. Through the redesign of Liuhe brand logo, product packaging and enterprise VI system, Liuhe brand image has taken on a new look and immediately stood out from other brands in the same industry. Both parties fully believe that this close cooperation between Gitzo and Liuhe has made another classic case in Gitzo's database and will also become a highlight in Liuhe's historical archives.
Good Housekeeper-Through the core value planning, innovative categories and strategic upgrading system of specialty stores, the domestic market sales of good housekeepers increased by more than 80% in 2007. The core value of "pure ecology" is determined to be a good host. The main slogan "Healthy and pollution-free China is a good host" rhymes with the atmosphere, vividly deducing the core value of the brand and highlighting the atmosphere of industry leaders. The sub-slogan of "only throwing seedlings, not feeding" is concise and neat, which further sublimates the core value of the brand. At the same time, it is proposed to "reject livestock meat" to cut the market, expand the consumption scale of marine food, and marginalize and replace competitive categories; Refine the brand-new selling point of high-end sea cucumber and launch the sub-brand of "Blue Blood Noble". After the price increase of 30%, the sales volume increased by more than 75%; Innovatively launched the "Ocean Breakfast" category, opening up a new blue ocean in the breakfast market. In 2007, Haodangjia's domestic market sales increased by more than 80%.
Deeply cultivate the salt for a long time-use the creative market cultivation strategy, and in the homogeneous and low-cost competitive market, shape the differentiation, enhance the brand premium, and increase the sales by 120% year-on-year. In the salt-making industry where the product homogeneity is very serious and the profit is very low, we should lock in "multiple compound nutrients" and "mysterious" and "noble" elements for product innovation, build the differentiation and premium foundation for long-term cultivation of salt, creatively develop the brand appeal of "every mouthful of delicious food adds points to health", and cultivate the market with "affordable and sustainable health road"-there are no expensive health care products and it is not easy to forget to take them. Under the salt monopoly system, core markets such as Zigong and Neijiang were launched, and consumer education was carried out at low cost, with sales increasing by 120% year-on-year.
Su Yixian-Innovate categories, leverage the knowledge of old categories, seize the group with strong demand power as the leader of consumer groups, and skillfully cultivate the market. The mystery and metaphysics of sodium aspartate-to show that "my freshness is not another freshness". Play the banner of "freshness and usage are the same as monosodium glutamate", reduce the strangeness of consumers' use, and promote the concept of "unlimited usage and unlimited usage" through soft publicity, seize the group with the strongest demand motivation to cultivate the market, and then use it as a benchmark to guide-first make a personal market, and then organize the market; Be pregnant women and infants first, and then spread to white-collar workers; Do culture, education and health first, and then spread to families; First, as an exclusive/passive user of monosodium glutamate, then as a light user, the market introduction was completed at low cost, and the era of fresh vegetables was created.
Jin Wa-China is the first company to play the banner of "social marketing", which has aroused widespread concern and greatly improved its brand reputation. At that time, the advertising fee was only 2% of the sales, but it still achieved a growth rate of 42%. Gitzo has formulated the overall strategy for Jin Wa, and put forward the differentiated positioning and taste innovation of "social marketing" and "nutritional jelly, Jin Wa" to spread the brand positioning by integrating marketing communication and innovative in-depth communication strategy. At that time, Jin Wa's advertising rate was only 2% of sales, but it still became the fastest growing brand in the whole jelly industry with a growth rate of 42%, which is a miracle for the jelly industry with high advertising dependence.
Yaohan, Wuxi —— Created emotional and label value for high-end department stores, and got rid of homogenization competition. Extract the core value of "wisdom aesthetics" for Wuxi Yaohan, and create additional value beyond goods and environment-spirit and label value. With the three strategies of "brand strategy, cultural strategy and service strategy" as the main line, we plan and implement a series of integrated marketing communication schemes. Through the successful implementation of the brand theme scheme of "Boundless Beauty, Eternal Wisdom", the cultural theme scheme of "Great Wisdom in Tin, Great Beauty in Tin" and the service theme scheme of "Smart Aesthetics Consultant", the leading brand of Wuxi Yaohan Department Store has been achieved.
Aerospace real estate-created the most unique brand core value, and created the road of intensive growth driven by the company brand beyond the project brand. Jiexin has planned a highly personalized and infectious brand core value for aerospace real estate-"Building a space station on the earth", and made product and service innovation with the core value as the commander-in-chief, and put forward the "golden key" service project for the first time in the industry, and put forward higher standards and service requirements of "product research and development, quality control, after-sales service and property management service" on the basis of industry standards and national standards, which has aroused shock and concern in the industry.
Le Jia Milk-Through the four low-cost strategies of "sub-brand+music marketing+news hype+integrated communication", the sales increased from 35 million to 80 million. Help Le Jia milk to open up the market at ultra-low cost, the annual advertising investment is less than 6.5438+0.6 million, and the sales volume has increased from 35 million to 80 million, which has freed Le Jia from the predicament of running out of ammunition and food.
Hisense-has clearly distinguished itself from Gree, Midea and Haier, and occupies a leading position in the high-end air-conditioning market. Gitzo, with its extraordinary depth and originality in brand strategy research, has provided excellent services for Hisense, bid farewell to the free positioning of Hisense air conditioners, and all communication centers around the positioning of "pioneer in frequency conversion technology", forming a clear distinction between Hisense and Gree, Midea and Haier, and pushing Hisense to occupy a leading position in the high-end air conditioning market. At the same time, it has greatly enhanced the overall sense of value and respect of Hisense brand, and played a powerful role in boosting Hisense's growth into the healthiest and most potential home appliance brand in China.
Galanz-Gitzo provided a series of news hype planning for Galanz, which greatly enhanced the prestige and reliability of the brand. Galanz advertising fees account for less than 0.2% of sales. This is a miracle in the home appliance industry. Is the price war low-level? Weng Xiangdong wrote it. Press releases such as Galanz, a successful model of total cost leadership strategy were published in China Business News, Window to the South and Think Tank. Not only is the full text widely reproduced, but many media often quote wonderful paragraphs and opinions when reporting and commenting on price wars. According to the collected newspapers and online inquiries, it has been reprinted or quoted more than 3000 times.
Ming Kai Lighting, which has a strong humanistic thickness and appeal, has the brand core value of "always lighting for you", and has the potential to attract investment, quickly integrate dealer resources and establish a best-selling mechanism for performance growth. In the case of serious product homogeneity, Gitzo has extracted the brand core value with strong humanistic thickness and appeal-"always light for you", which has won the deep recognition of consumers from the emotional point of view, and is also very personalized and differentiated compared with competing products; Through the spread of "Guangsha Group+Shanghai Lighting = Ming Kai Lighting", potential dealers quickly realized the strength of Ming Kai; Under the guidance of the performance management system with correct orientation and scientific assessment points, the marketing function has been strengthened, the division of labor among departments has been opened and the process has been smooth. The assessment of the sales team focuses on indicators that are valuable for long-term development, such as comprehensive channel management and control capabilities, rather than short-term sales receipts. Domestic pilot projects, especially model market development, have been very successful, and accumulated the team ability to start the national market on a large scale.
Oriental God-enhance the perceptual added value of the brand, discover the new blue ocean, creatively use the first round of target consumer group model of Gitzo, start new markets, and establish the position of Oriental God as a leading brand in China. Gitzo tailored the core advertising slogan "Keep healthy at all times" of "brand name+functional value+emotional value" for Oriental God, which was highly praised by the leaders of Oriental God. At the same time, a large-scale public relations activity with social responsibility and humanistic care was planned, and the first round of public relations was carried out for mental workers and white-collar workers with heavy life pressure and busy work, which greatly enhanced the brand's popularity and reputation and made Oriental God quickly become the tiger of products in the same industry in the market.
Galaxy electronics-Cold high-tech products have a fresh breath. Gitzo's original instrumental marketing and whole-process optimization communication greatly improve the success rate of industrial product marketing. Gitzo carried out brand strategy planning for galaxy electronics, refined the highly infectious and atmospheric advertising slogan "Shine for you", and created an entertainment marketing model in the set-top box industry for the first time, and designed a mascot with a modern sense of science and technology for galaxy electronics; Tailor-made tool marketing and whole process optimization communication strategy have greatly enhanced galaxy electronics's brand image and corporate image, and enhanced galaxy electronics's goodwill in the eyes of customers. At the same time, the corporate culture system planned by Gitzo for galaxy electronics has also been highly praised by customers.
Amoi-Gitzo has planned the brand strategy for Amoi Electronics, refined the brand core value with great personality and appeal for Amoi, and guided Amoi's marketing and advertising strategy to focus on the core value. Amoi launched A8, which made it advance by leaps and bounds. The loss in 2000 was 654.38+98 million yuan, and the profit in 2002 was 606 million yuan.
The most distinctive brand personality of Baonasi-refined socks industry is "close-fitting health", and the sales volume increased by 120% year-on-year during the service period. Jiexin has planned the core values of "close-fitting, healthy" and "improving socks industry and ecological health" for Baonasi, which has deeply infected the inner world of consumers and made consumers pay more attention to the phenomenon that formaldehyde and heavy metals in close-fitting clothing products exceed the standard, and the socks industry has formed an upsurge of pursuing health and ecology. Bonus created the market cake and got the largest share. At the same time, the integrated communication scheme, terminal operation scheme and designed terminal materials provided by Gitzo were evaluated as the highest level in the industry by customers. Therefore, after the expiration of the first year of service, Baonasi offered to continue cooperation in the second year.
Tianen women's wear-create additional value beyond products, interact with the softest part of consumers' hearts, and comprehensively improve the profitability of single stores. Tianen, who is located in popular women's wear, found and clearly described Tianen's unique hardcore fans among ordinary women-they "guard a pure world, are elegant and self-contained, and are rich in spirit but not kitsch", and created a highly communicative advertising slogan: "Tianen, a woman who is cared for by God". Through the strong affirmation of gracious women, purity of heart makes them more confident and more self-identified. At this time, Tianen brand surpassed the clothing itself and had a high added value of self-expression! Internally, the introduction of corporate culture based on the system and the principle of * * * * has won the recognition of employees, integrated the personal development of employees into the strategic direction of the company, and stimulated strong cohesion and initiative. Today, two years later, Tianen has grown into the first local women's clothing brand in Shanghai!