Thanksgiving Day on November 23, Durex did a big vote.It breath in the microblogging teased 13 brands to 'commercial inter blowing' in the form of cross-sectoral interaction with major brands, including There is no shortage of supernatural powers, by the industry and users become textbook-class marketing case.
In recent years, mentioning Durex we all five cases of its marketing case, it was analyzed, was secret, was held to the horizon.Not knowing there is a case of marketing of Chinese home appliance business, has long walked into the University of Chicago EMBA classroom, it It is Casa Imperial.
Casa Imperial concept appliances
Casa Di is the Haier Group's integration of the world's top resources to create, inspired by Italian-style life of the international high-end home appliances brand.If the 10 points are full marks, we can modestly give Casa Di products hit 8 points, but to give it marketing Planning to fight 12 points.
As Durex gold marketing can not do without trying to figure out the user psychology, Casa Imperial too, it will be user-centric scenes interactive play to the extreme.This is the Chicago Business School EMBA 'high-end brand growth path' share class, Casa Imperial and Apple, Tesla such an international brand 'competing' the root cause.
Casa Di 'debut' Chicago Business School EMBA share class
As the new middle class has become the mainstay of Chinese consumption, they have placed higher demands on family life and consumer behavior, and the new middle class generally has higher wealth and lower price sensitivity, which means they are willing to pay for household appliances Quality pay, in order to get a high quality of life experience.The new middle class is the Casa de God target customer groups, all it has to do is to penetrate the consumer, infect them.
The best way to make the best of the interactive experience marketing is to make the most accurate decision by Casa Imperial.With the current hottest 'Art Casa House Casa Imperial Life' as an example, it has traveled across the country City, with the traditional trade fair is different, is a life experience platform. Casa Imperial real proportion of the villa built in the street, and Casa Di embedded appliances, according to living conditions placed in the villa for consumers according to the scene Experience.Industry insiders commented that Casa Di broke the traditional home appliance industry to showcase-based curing mode, to build coverage of South China, Southeast, the eastern coast and northern China and other places of high-end consumer experience platform.
Art House Casa Imperial life
Casa Imperial washing machine
First-class marketing is the product to the user, then the finest marketing is the concept of life passed to the user.So in addition to product experience, Casa Di also held a family marathon for four consecutive years, according to rough statistics, the cumulative activity Interaction more than 200 million elite users, and in Beijing, Shanghai, Shenzhen and other cities left a footprint.Its core purpose is to give the target customer base, pass the caring family, healthy living, fitness and other positive life philosophy.
In the transmission of the concept of life, 'touching love' is undoubtedly the best card, and this piece of the best card naturally to be the best carrier to present - variety show. Different from other brands of pure title or plant Enter some big variety, Casa Imperial chose to bundle the brand value and program awareness, focus on the social economy behind the program, the more successful case is "twelve front taste" and "dream to transform home."
Instead of repeatedly mentioning Casa Di in the lines of the two lines, he is using innovative approaches and program platforms to convey to the target audience the understanding of the Casa emperor brand of 'warmth' and 'love' Such as the "twelve front taste" in Nicholas Tse and his father Xie Xian warmth in the kitchen interaction, as well as the "dream to transform the home," the designer for the fourth generation of Casa Di Di designed for baby shower designed water heaters, etc., are cards Sati's portrayal of family care.
Casa Di and twelve front taste
The biggest advantage of this marketing strategy is that the Casa Di brand and variety shows bundled in the value level, attracting a group of users with the same values of the group.Industry believes that this program content into the target circle, build The way the brand community ecology will be a model for future brand promotion.
Marketing success is the most direct manifestation of performance.According to the latest January-September data show that the overall average price of Casa Di nearly three times the industry, and in the high-end ice, washing, empty market occupy the absolute first position. In the refrigerator market, Casa Di retail growth of 7.6% ahead of the industry, more than 10,000 yuan in the refrigerator market, occupy 30.1% of the first position; in the washing machine market, Casa Di retail growth of 41.9% of the leading industries, more than ten thousand yuan drum washing machine market, card Saturn to 69.1% of the high share of the industry leader in more than 16,000 yuan air-conditioning market, Casa Di occupy 46.8% of the first position.
It can be concluded that Casa Di is undoubtedly a successful marketing strategy based on the needs of global high-end users and driving the new community ecology with zero-distance interaction. It is worthy of being the more than 30 high-end shared by EMBA in the University of Chicago Brand case, the only Chinese brand. (Wu Xiao Xuan