market explosion

Another bottle?

The marketing manager was a little surprised, but he still nodded, secretly wondering. It seemed that Mr. Lu had already decided. He sometimes felt that he was completely dispensable. Anyway, the marketing plan set by Mr. Lu was completely unchangeable. They execute on it.

Lu Feng went back to the office and took out the "one more bottle" plan. Looking at this plan, Lu Feng felt a little emotional. Lu Feng made it available more than ten years in advance. At that time, several major beverage giants were in a price war and drank another bottle until they vomited. .

Every time you open a bottle, there is a scratch-off feeling, like gambling, giving people an unspeakable surprise. This marketing method is definitely the pinnacle of beverage history.

Zhang Fengxia sorted out Wahaha's marketing materials, walked in with a bunch of folders, put them on the table and said, "Do you want to see these?"

"what?"

"Collected some business marketing details of Wahaha."

"Don't read it, it's of no use."

"I think your chances of winning are really slim. I've prepared at least 40 million in cash. Even if I throw the money at you, I can kill you. Now you just want stability. No one can make you bankrupt in three to five years. Sometimes it's time to be conservative." It's the best attack." Zhang Fengxia pressed her hands on the table and said, "This is what my teacher Peter told me. He said that 90% of the businessmen in the world kill themselves."

"That's why I have taught students like you." Lu Feng stood up and said, "In my world, there is only offense, always charging, and going to the conference room."

Zhang Fengxia looked at his leaving figure with an indescribable feeling in her heart. Lu Feng could only end up in two ways. One was to become a legendary figure, and the other was to streak through this era like a shooting star.

In the conference room, the deputy director was no longer visible. Gao Zhiwei introduced the situation, including the production situation of the factory in Zhengzhou. Manager Li talked about the capital mobilization situation. The marketing department reported on the current situation in several provinces. Briefly Generally speaking, several provinces between the north and the south were selected. It can be understood that this is a commercial competition surrounding Huaihai.

"The latest products will be distributed to major factories the day after tomorrow. They will be produced as soon as possible and shipped as soon as possible. This one more bottle activity is aimed at the provinces where Wahaha is doing the activity to increase the winning rate. My requirement is that the winning rate for two bottles out of three bottles , I calculated the profit, and it's still around ten percent. At the same time, advertising must keep up."

"In the early stage, I will make large banner ads and wall fonts. I will paint the ads on the walls in the village, lower the price of small cans, implement a buy three and get one free campaign at the terminal sales, and directly hit the banquet tables in the countryside. superior."

"Fourteen million, I want you to spend ten million within a month. Didn't he choose Anhui, Hunan, and Shandong? He will mainly conduct market attacks in these three places." Lu Feng looked at the marketing manager and said: "If this ten million yuan is spent, with such a huge discount, if the market share of the three provinces is suppressed by the other party, all the marketing managers of the seven factories will get out of here. If the urban share cannot increase, they will go to the rural market. beat."

"A lot of our products have been copied recently. Camry Cola is about to go on the market. Pay more attention!" Lu Feng looked at Gao Zhiwei and said, "You spend money to hire so many lawyers. Don't be idle."

"We have been submitting complaints recently, but we are still arguing over the place of ownership. The other party said it would be in Hangzhou, and we said it would be here. This matter will be over in a while. The other party has sued us thirty-seven times, and there are still more Few companies have sued us. I talked to the legal staff yesterday, and there are more than a hundred cases in total." Gao Zhiwei's face was full of helplessness, which shows how far the situation has reached. It is estimated that Jiamei Food is the only one in the country.

"Don't be afraid of lice bites if you have too many. The most important thing now is the market. Let's hold another bottle event in the local market and lower the winning rate." Lu Feng took a deep breath, silently calculated in his mind, and said: "Keep it at 100. About forty points, pay attention to the cost."

Now the two companies have completely become jealous. According to some newspapers, both sides are fighting to the death. This time both sides have used all the means at their disposal. Once they lose, one side will quickly acquire the market and form an absolute advantage. , which can suppress the development of the other party for at least three to five years.

Jiamei Foods, on the other hand, is said to be a company that is riddled with lawsuits, like a small tree in a storm, dangerous but not falling. Many newspapers even publicly questioned what kind of people stood behind Jiamei Foods.

Wahaha's marketing has been going on for three days, and the response in the market has been very good. Sales volume increased by 29% in three days. The announcement of this data shocked everyone. Some people estimated that Wahaha would burn through the tens of millions of expenses. , not only can it smash Jiamei Food, but it will also increase Wahaha's market value to a value of 500 to 1 billion.

Last year, Wahaha's sales exceeded 100 million, and the market valuation was 270 million. If it is as predicted, it will achieve a five-fold increase in value this year. This speed is too fast.

It is absolute that it has never been done before, and I don't know if there will be others in the future.

Some people who are interested in business are waiting for Jiamei Food to take action, even some professors who study business are waiting, but they are not optimistic about Jiamei Food at all, and even sneer at it.

Even Gao Zhiwei and Zhang Fengxia, who knew the whole process of Lu Feng, were a little skeptical. This routine was too simple, just giving drinks.

When the first batch of products were sent to the market and appeared in various canteens, supply and marketing cooperatives, and street supermarkets, at around nine o'clock in the morning, a young man walked into the supermarket and wanted to buy a few bottles of drinks.

"Buy this, there's a prize for this."

"prize?"

"With new products and activities, you have a chance of winning a prize. If you open the bottle cap and write "get another bottle", we will give you a bottle for free.

"Free?"

A few minutes later, the young man walked out of the supermarket with six bottles of drinks without lids, almost grinning.

This scene is happening in three provinces at the same time, except that the probability of winning is lower in the northern market. This marketing method with a gambling flavor makes everyone want to give it a try.

At around ten o'clock in the morning, the market feedback was just two words: Explosive!

The drinks under Jiamei Food are on sale like crazy, and some small shops with little stock have been sold out. People spread the word, and for the price of one bottle, you might be able to get several bottles.

There were seven telephones set up in the marketing department's office, which kept ringing all morning. The marketing manager rushed out of the office, as excited as a child, and wanted to open Gao Zhiwei's office door.

"Mr. Gao, major manufacturers have responded. Sales have exploded, and the market has exploded!"

"Really? How much did you sell for?"

"We sold the usual three days' volume in one morning, and it's still growing. They have begun to increase production. Agents at all levels have received explosive feedback, and our factory's sales have also exploded this morning."

A look of excitement appeared on Gao Zhiwei's face. He was worried last night that there would be no reaction after throwing money at it, but he didn't expect the effect to be so obvious.

"Here's the sales chart, here's the comparison."

"The market share exceeds that of Wahaha." Gao Zhiwei looked at the form and laughed, then rushed out of the office and headed towards Lu Feng's office.

Along the way, every office was surprised at what happened. What stimulated Mr. Gao? Is he crazy?

"Mr. Lu! Mr. Lu, we have surpassed, surpassed, and surpassed the market share!" Gao Zhiwei shouted loudly.

"What?"

"Our market share has overtaken that of Wahaha?"

Everyone started cheering, and excited voices echoed in the corridor.

"What's wrong?" Zhang Fengxia opened the door with confusion on her face.

"Where's Mr. Lu?" Gao Zhiwei rushed into the office, almost slapping the desk with his hand, and shouted: "Our market share has surpassed us!"

"What? Go ahead?" Zhang Fengxia's face was full of shock.

"Which province?"

"Just those three provinces!"

The first reaction in Zhang Fengxia's mind is that it's impossible, absolutely impossible. According to market research, the smallest gap between these three provinces is about three percent. Don't underestimate this three, it may mean millions or thousands of dollars behind it. Thousands of products.

Tied overnight?

"How much more?" Lu Feng asked with a smile as he looked at him like this.

"0.12 percent, 0.05 percent, 0.01 percent."

"Don't be too excited. It's normal to overtake. If the other party doesn't learn from our marketing methods, the gap will get wider and wider." Lu Feng calmly picked up the tea cup and took a sip.

Zhang Fengxia stood blankly at the door. She could feel that everything seemed to be under his control. He had no surprises, and he had not been panicked before. His plain eyes were extremely deep, making it impossible to see the bottom of it.

An unemotional person is scary.

As the news spread, everyone who paid attention to this matter across the country was shocked, and it was tied overnight. This was a blow to the professors and scholars.

However, the conference room of Wahaha was filled with deathly silence, and many people's blood pressure was high.

...

"Welcome to the midday news. The latest news. The market share of all Jiamei Food's products has surpassed that of Wahaha, becoming the food company with the largest market share in the country. It tied overnight. The marketing method of "one more bottle" is refreshing. Currently, Jiamei Food All of its drinks are participating in the "One More Bottle" campaign, and the small cans currently have a buy three and get one free campaign."

The news swept through the entire industry like a tornado. This kind of marketing can definitely be recorded in the history of beverages. It is so large and fast that no one has time to react.

Now Wahaha is faced with a choice: can it come up with a marketing plan similar to this kind of event? If it can't come up with it, the follow-up will be meaningless. There is another option, which is to directly copy Lu Feng's plan!