dark horse industry, followed by King Group launched its long-awaited shampoo brand - Herd, second segment, the largest share of intent to market a piece of dandruff dandruff market is divided into chemical and herbal dandruff, so opened up a P & G and other foreign brands can not fight the blue ocean. P & G and King coincidentally sword pointing at each other made clear to the Chinese and Western culture will inevitably raise a collision occurs. For this collision can be described as painstaking King Group, marks the beginning of the listing is clearly spared fully prepared, whether it is superior brand positioning or network promoter of the event's success with Faye Wong speculation, all fantastic, to win applause one, making the chase no its shape first heard wind of their sound, showing the Herd determined to win the market for dandruff. Then, seemingly seamless Herd really perfect in the strategy you?
No, for the King Group, the wind in their introduction is a downright failure, as the appointment of Ma Su Liang guarding Jie Ting, and is the cantankerous Herd
■ Overlord , marks the beginning of the performance can be rated as first-class brand planning, it is really impeccable, although not very appropriate brand name, but have fundamental. Herd under the King Group, exposed the King happen to brand extension strategies in the failures. Therefore, not so much wind in their mistakes, it is more mistakes Overlord Group is King Group multi-brand strategy mistakes.
in the brand extension strategy, Chinese enterprises is the most common mistake of a single brand strategy, that is too much to bear the weight of a brand, regardless of the field to which the company's business development, be adopted the original has been successfully common knowledge of consumers of the old brand to do so resulted in blurred the brand's core values, dilution or change, consumers do not know what the brand represents, on behalf of what is wanted, what the results are does not represent.
Overlord Group, by contrast, King Group in the development process seems to try to avoid committing an unlimited extension of the brand or unprincipled extension of errors, choosing a multi-brand strategy, so there is Herd. King apparently did not realize it at the
We are opposed to the brand over-extension, but does not mean that the brand can not be extended, when the company's new business field or related area is the original brand's core values do not affect the case of brand extension is not only effective in the enterprise resource conservation, and new areas will be greater chances of business success, the original main industry does not have a negative impact, in which case we should not hesitate to choose the brand extension, rather than reinvent the wheel on multi-brand strategy.
marks the beginning of the entry, Some of the core values of the same strain, that King Group to enter the field of medicine is dandruff drainage channel into the matter, do not need to choose a new brand to host such an important task, only the King is the most authentic brand, the most appropriate.
King to do the past few years wind and water, is to prevent hair loss brand positioning? Yes, Jackie Chan's endorsement? Yes end Overlord thousands of is, but not exclusively, from the brand planning level perspective, the King of Chinese medicine based on Chinese traditional culture, hair care, and ultimately form their own brand core values, to avoid the blow is the King of P & G brand planning level in the most important reason for the success of .
whether intentionally or unintentionally, the King in the herbal hair care market has established a complete system of medicine custody of cultural theory, and establish strategic high ground signs, to avoid the follow-up and imitate rivals. Derived DNA in the brand, the King can prevent off, the black thick, dandruff and other functions to locate the direction of traditional Chinese medicine to extend, with no blocking delay, everything is a matter of course, fully in line with King's brand of theoretical system. Popular point that anti-off, positioning and other functions are dark and rich ; to the Herd to successful, but not very well recognize yourself, do not realize that because the King = Chinese family, so the Chinese anti-King = off, King = black thick, of course, King could = Chinese dandruff.
Therefore,nhl hockey, we see that when the King off the success of anti-Chinese medicine, the King then introduced the essence of family medicine as successful as shampoo, or even later than those living on the performance of its anti hair loss market Meanwhile, the King's anti hair loss market performance is still steadily increasing, not because the essence of family medicine and defeat the introduction of shampoo (of course, strong functional products to consumers if they can not honor the commitment, but also historical necessity abandoned by consumers.)
Herd Who? consumers are not cognitive, Herd does not have any trace of Chinese culture, Herd was to replace the King won the trust of consumers, must pay a great educational costs. If other corporate brand, this may be worth paying, but it is different for the King, King qualified to kill three birds, doing my part to carry the ; Chinese dandruff
■ Herd, soft wind
Herd Although on the wrong palanquin married the wrong Lang, it may not not be Well, time is the best lubricant, and now the King is not bad money, can afford the cost of wind in consumer education. But after all it was a Wind in the face of Herd selection of the King has been a professional, tough male image in front of consumers,mac makeup, which has virtually lost to King among female consumers, or consumer groups say that women are forced to choose King's choice, therefore, female market has been the soft underbelly of Overlord If the King Group, a professional brand for the female market, it is very well covered by consumer groups of men and women, the real brand architecture and planning to play a positive impact on business development.
selection of wind in their Perhaps this marks the beginning of the top Chinese sedan can not wait to marry on the ground that Lang dandruff is the intention of retaining female consumers, Faye Wong's endorsement of a tough consumer into a dragon left to the male image of female consumers greatly to the comfort. But with regret, the King is not doing the consumer research seems thorough and detailed, from the spokesman of the selection and wind in their price, the King This time is to compete in high-end female market, the greatest demand for this population is no chip without itching? compared to other functional point, no itch no debris is more emphasis on men or people in low-end market,insanity dvd, take the male or the low-end to meet the needs of people in high-end consumer does not meet the point of women , thankless ah! Herd women also need to carefully tap unmet consumer demand point, find a more appropriate selling point.
brand name purely from the point of view, marks the beginning of the market is more like combat is supple, supple hair flying marks the beginning of the brand name is very fit, which is the domain of P & G's Rejoice is the second largest market after the dandruff functional market, although not in this market segment dandruff that big, but competitors also did not like so much dandruff market river carp, professional brands have dandruff Head & Shoulders, Chhnang, Feng Ying, Yu Jie, Caile, Kang, etc. showed the Red Sea a competition. Rejoice and smooth market is a dominant, few strong competitors. Herd cut into the submissive market, both the typical female fields, not necessarily relative to the blue ocean areas.
■ Herd, plant flowers field
From the Herd brand names to consumers in a comprehensive sense of perspective, recovery In fact, the wind should be from Chinese medicine. Chinese cultural heritage and the image is simple, rigid, professional, traditional to the extreme, and marks the beginning of the direction of the brand of tonality, it should be stylish, lightweight and soft, or unworthy of the name. Herd and the Chinese seem to be living in different times, different values of the two types, arbitrarily arranged type of binding will not be happy in love.
under the tutelage of the King did not forget the year Olive Olive in 2007 launched a series of natural vegetation, with a first-class operating team, the natural plant series in 2008 to achieve sales of 1.8 billion, which is quite successful. But from the King Group brand architecture planning perspective, King lost this Debu taste, natural plant series dilution of the King = the involvement of Chinese family = Chinese recognition of the brand image of shampoo, medicine for the Kingdom of King's very bad, a family of professional Chinese medicine challenged. Although Chinese herbal medicine derived from natural plant, but the positioning of the height of the point of view, both in consumer psychology is very different, emphasis on the therapeutic herbs, and plants are biased in favor of natural, natural plant series and King theoretical system of Chinese medicine is a series of brands that do not match, should not be under the King brand, therefore, King entered the field of plant shampoo multi-brand strategy should be developed instead of brand extension strategies. Multi-brand framework as a member of the Herd is the best choice. Herd field is very appropriate plant flowers, the Herd is showing the brand's personality with the freedom to stretch the health of natural vegetation is very consistent with the natural character, marks the beginning of the field is the best brand of shampoo plant selection.
King and marks the beginning of the two brands held in one hand and playing traditional Chinese medicine cards in one hand and plant a license to play, King Group will cut into the traditional Chinese medicine is very clever and wonderful plants to these two areas. The brand can do, accountability and freedom in their own field to extend duck to water.
This is the top car on the plant, the Lang married submissive, perhaps the best option marks the beginning and end, unfortunately, done deal, King of the brand architecture planning overlooked one important, missed that opportunity. Overlord can rely on the potential dark horse crossing we remain, we'll see.
