Very Cola's image and sales market clashed with Lin Ping's. Very Cola's positioning had always been " Chinese Cola " and " If there's something good, of course it's very cola." Such a publicity strategy was a little petty. Moreover, whether they admitted it or not, Chinese people generally preferred foreign goods over local goods. It was just that some people strongly expressed their worship of foreign goods, while others only expressed it subconsciously. Although the taste of the Coke Cola was not bad compared to the Coke Cola and Pepsi Cola, and most people could not tell the difference, people liked to drink the Coke Cola and Pepsi Cola, but they did not care about the Coke Cola that did not taste bad. This was not only because people subconsciously thought that drinking foreign cola was more fashionable than local cola, but more importantly, there was a big problem with the positioning of the Coke Cola. This was because Coke's consumer group was young people. For young people nowadays, fashion, personality, and self-awareness were the most acceptable views for young people. However, from this point of view, Very Coke was indeed a little 'old-fashioned.'
Cola was just a kind of soda drink, and there wasn't much culture in it. But why would some consumers only drink Coke and Pepsi, which were also extremely common soda drinks, and not Coke? The crux of the problem was that Coca-Cola and Pepsi had been cultivating and competing in the market for more than 100 years. Both music companies had consistently targeted their core target consumers at the young generation who subverted tradition and had a flamboyant personality. They spared no effort to use sports and pop music, the two favorite things of young people, as the carrier of Liu's culture to spread the brand. Through music and sports, these two carriers would tightly bind their brands and consumers together. It gave Cola a very rich content outside of the product, giving it a vibrant, young, fashionable, and energetic image. These contents and images were actually for the mainland of China.
The cultural preferences of the youth group were also an excellent performance of the "cultural marketing" of the two music companies.
Coca-Cola had always promoted a healthy and positive attitude towards life while conveying the brand message through its product spokesperson. Through endorsers such as Andy Liu, Liu Xiang, SHE, Pan Weibo, Yu Wenle, Liang Chaowei, Shu Qi, Liu Qingyun, Zhang Ziyi, Li Yuchun, etc., the brand image of Coca-Cola was further interpreted, giving the product more distinctive characteristics, and creating many opportunities for consumers to get in touch with idols.
In September 1998, Pepsi changed to the blue "New Cool Clothes". With the help of Aaron Kuo's "One Change Allure" advertisement and a large number of promotional activities, with "Ask Form" as the theme, along with Jenny Jackson, Ricky, Martin, Faye Wong, Aaron Kuo, Sammi Cheng, Jay Chou, Guanxi Chen, Gu Tianle, Jolin Cai, F4, Rain, Yao Ming, Nicholas Tse, Li Xiaopeng, Beckham, An Ligui joined forces to set off a blue storm of "unlimited desire".
Therefore, to some extent, Pepsi and Coca-Cola had been sold as consumer culture, and they had been promoted according to consumer culture. Therefore, in the eyes of consumers, Pepsi represented the surging passion of the new generation of young people, while Coca-Cola conveyed the vitality of young people. In fact, these were all appropriate expressions of the current urban youth consumption culture in China. This was also the fundamental reason why the "Two Musics" were still vigorous despite the vicissitudes of life for hundreds of years.
Feichang Cola had never realized that cultural preferences were the core obstacle that affected the consumption of cola! He had never tracked and studied the demand characteristics of urban consumer groups. Even though Wahaha's headquarters was in the city!!
Now, Feichang Cola seemed to have discovered its own shortcomings, so it looked for Lin Ping, who was currently popular among the young people. He hoped to use Lin Ping's image to change the impression of Feichang Cola among the young people. Then, he would attack the city from the countryside. Wahaha's headquarters was in the city, but it was ironic that Feichang Cola could not stand in the city.
Speaking of which, Lin Ping could be considered a generation that grew up drinking Wahaha. Although Pepsi and Coca-Cola entered China very early, Lin Ping's family's financial conditions were very average when he was young. Although it was an exaggeration to say that he could not eat, he did not have any spare money to buy snacks. At that time, it was already very good to have Wahaha to drink.。。。Unfortunately, he only got to drink it later. Therefore, Lin Ping had feelings for Wahaha, but he couldn't ignore the reality just because of feelings.
Wahaha had also made up their mind to sign a three-year endorsement contract for 15 million yuan. This price was not the final price. It would be negotiated once a year according to Lin Ping's net worth. Moreover, it was only for the endorsement of Very Cola and not all of Wahaha's beverages. There was no doubt that this endorsement contract was very attractive. If it was Pepsi Cola or Coca Cola, Lin Ping might have agreed, but it was Very Cola. Lin Ping still had to think about it, mainly the positioning problem. This was in conflict with Lin Ping's image positioning. However, compared to Coca-Cola and Pepsi Cola, Feichang Cola had its own advantages. Feichang Cola was a national brand, which was very important. Many people would choose Feichang Cola over Pepsi Cola because of this. The reason why Feichang Cola could stand firm in the countryside was not without this reason and the support of national policies.
Lin Ping himself also had a little bit of a nationalistic mindset. Although he usually did not show it, he did have such thoughts. Very Cola was his own national brand, so it would definitely be more friendly than those foreign brands. Moreover, the price given by Very Cola was indeed the highest, and the endorsement fee could be negotiated according to Lin Ping's future development. This was undoubtedly the best affirmation for Lin Ping.
Moreover, those merchants seemed to have reached a tacit understanding. They were not willing to pay Lin Ping more for the endorsement fee. Even if it was two to three million yuan for three years, they would not give a single cent more. On average, it was just over one million yuan a year. The difference between the price and the five million yuan offered by Wahaha was too big. After hesitating for a moment, Lin Ping agreed to the endorsement of Wahaha's Very Cola. At the same time, he also wanted to see what kind of changes would occur after he became the spokesperson of Very Cola. He wanted to see if he could help this national brand complete a magnificent transformation.
I woke up early this morning to update this chapter for everyone. I'm going out soon. Everyone, on account of how hard I've worked, please count the votes. The difference is getting worse!
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