"Okay, this product discussion is over, let's discuss the next one."
Ye Chen took a sip of tea and said.
Everyone was talking about it for a while, and then someone started to say: "Mr. Ye, isn't the name of this product called 'Six Walnuts' a bit rough?
If you look at products of the same type, they are all made from the same type of milk, and you will know that they are dairy products.”
“You can tell it’s dairy products when you hear it, but can you tell what kind of dairy product it is?
Can you hear any benefits of this dairy product?
Product naming is very important, but the important thing is not to follow the crowd, but to make your product stand out among a bunch of drinks!”
"The selling point of this product is to nourish the brain, and the concept of walnuts to nourish the brain has long been deeply rooted in people's hearts. Our product happens to contain walnuts, so we just named it after walnuts to highlight our selling point. This is also a kind of advertising in itself.
"
Everyone stopped talking after hearing Ye Chen's answer, and they didn't want to say anything about the following products. Anyway, Ye Chen had already laid out the layout for these products from research and development to final marketing, and they just had to execute them.
That’s it.
When encountering such a boss, they are really helpless and feel like a tool man.
The key is that I am still paying several times as much as my peers. Although it is comfortable, it feels weird.
When Ye Chen saw that everyone was silent, he immediately said: "Since there are no comments, let's start the next topic, which is market distribution."
"As you all know, our main competitors this time are Wahaha and Jianlibao. In the early stage, our focus was mainly on Jianlibao. As for Wahaha, we can slowly sell our goods to the south and move towards their base camp step by step.
Infiltration, after finishing Jianlibao, our reputation has also accumulated, and we will slowly take care of this little kid."
When Xu Hong heard this, he frowned and said, "Mr. Ye, Wahaha's size cannot be compared with Jianlibao, so shouldn't we pick the weaklings?"
Ye Chen shook his head: "Wahaha is weaker than Jianlibao, but that doesn't mean it is easy to deal with. Wahaha's products are very comprehensive, ranging from beverages to food. If we want to go to war with the other party, the battle line will be very long, which is very disadvantageous for us.
"
"But Jianlibao is very simple. Their product is very simple, just a sports drink. We also produce a sports drink. There is no battle line, it is point-to-point. Whoever is tougher will win."
According to Ye Chen's later experience, Wahaha's rise in the 1990s was very fast. In just two years, it swept the national market, especially after winning CCTV advertising, it became out of control.
During the 1995 Food War, giant companies such as Jinmailang, Baixiang, and Master Kong fought fiercely. The companies that survived in the end all had a very obvious feature, that is, their product coverage was very wide.
From drinks to snacks, we have a wide range of products.
Companies like Jianlibao that take the wrong approach are basically dead.
Of course, the final decline of Jianlibao was largely due to the short-sightedness of the local government.
However, Ye Chen suddenly launched a war against Jianlibao at this time, which will undoubtedly make its decline come earlier.
He has no scruples. In this era of surging undercurrents, everything must be based on strength. If the strength is not enough, you have to leave. If Ye Chen loses, he will also become a shooting star in this era. It will pass in an instant.
Disappear in people's memory.
Thinking about this, Ye Chen looked at Xu Hong next to him and said: "You should understand what I said. The current goal is to promote Red Bull sports drink nationwide, so the first step of marketing is the top priority.
Heavy."
"First of all, we need to understand our positioning, which is recovery, refreshing and anti-fatigue. The target group is athletes, drivers, white-collar workers, students, etc."
"Xu Hong, my hometown is in the south. Is there anyone familiar with the TV station? Try to buy local stations in Guangzhou and several surrounding cities to broadcast our advertisements in the morning and evening prime time."
"Not only TV stations, but also newspapers. Newspaper offices in several cities around Guangzhou, with Guangzhou as the center, bought me the first pages of their newspapers in the past week."
In this era, television and newspapers are the only media and the only ways for people to obtain knowledge about the outside world, so the level of attention is very high. Many people can talk all night long just reading a newspaper.
Hearing this, Xu Hong scratched his head and said, "Mr. Ye, what should we put on the TV commercial?
Do you want to go to Hong Kong to find some celebrities?"
"Looking for celebrities will cost a lot of money! According to our product positioning, advertising must be based on sports! Why are you looking for celebrities?"
"Now you go find a few foreigners, preferably black people, and shoot some violent dunk scenes on the basketball court, and then at the end let them take a sip of Red Bull, and finally write, your energy is beyond your imagination!
"
"This is the first ad, the second ad, find a high-end office building, and then a few young people in suits and ties will discuss copywriting there in the middle of the night, drink a sip of Red Bull when they are sleepy, and then revive with full blood, and the last ad
Quote: When you’re sleepy and tired, drink Red Bull!”
"The general plan is like this. The specific advertising shooting and marketing department will handle it. I will have the finished product within three days!"
"If I don't get the finished product within three days, the marketing department will let me go. If I can't show it on various local channels after three days, then it's your responsibility."
Ye Chen said and turned to look at Xu Hong.
Xu Hong was suddenly startled, and looked at each other with the director of the marketing department, and the two hurriedly said: "I understand, I promise to complete the task!"
"Yeah." Ye Chen nodded, "It's simpler in the newspaper. In one sentence: Red Bull, the only sports drink in the country!"
"This..." Xu Hong felt the smell of gunpowder from the other party, "Mr. Ye, is this a little too crazy?"
"What's wrong with Kuang?"
Ye Chen asked back, "What I want is the crazy effect. Our funds are relatively tight and we don't have much money. Advertising is the top priority, so we have to spend the least money and beat the loudest gong! No matter what method is used,
Anyway, we want others to know about our products. If you have a more crazy plan, you can also propose it, and whoever is crazy will listen to it!"
"In a word, the war has started, so don't give me any scruples about face and martial ethics! Look at the vendors on the street, whoever is shouting all over the street, whoever makes a louder voice sells more! Just ask Li Quanlin, I
When I set up a stall for the first time, the louder people tried to hit me. Do I care?
How to make money!"
"Also, our newspapers are for the week. In addition to what I just said, you also need to think of some other articles to publish on it. There are so many newspapers. Try not to have the same articles. Spend more money to find some.
Just write it by hand! The copywriter should think carefully about it. Anyway, if it’s high-end or classy, just stick to it!”
"What is the official designated drink of the NBA in the United States? Which athlete directly wins the championship after drinking it? What is the global leader in sports drinks... Just write these words for me. It doesn't cost much to write two words!"