Galanz case analysis in marketing case?

BACKGROUND After five years' efforts by experts from China-US Research Center, Galanz's first digital microwave oven was launched in the American Research Center in July, 20001year. After the "9. 1 1" incident in the United States, due to the powerful sterilization function of the optical wave furnace, a "light wave storm" was blown up in the American market, and the US Military Service Bureau sent a large number of orders. ...

After five years' efforts by experts from China-US Research Center, Galanz's first digital microwave oven was listed in American Research Center in July, 20001. After the "9. 1 1" incident in the United States, due to the powerful sterilization function of the optical wave furnace, a "light wave storm" was blown up in the American market, and the US Military Service Bureau sent a large number of orders. In 2002, Galanz microwave ovens were exported to the domestic market. Because it is more prominent than the traditional microwave oven in preserving food nutrition and sterilization function, it focuses on the advertising theme of "more thorough sterilization and more delicious nutrition". Due to the high-tech content of products, Galanz takes the high-end route and tries to reverse the inherent image of Galanz as a "price butcher" with the high-end image of the optical wave furnace.

Since the beginning of the year, SARS has spread rapidly in China, with Hongkong, Guangdong, Beijing, Inner Mongolia, Shanxi and Hebei becoming the key epidemic areas. SARS has had a great impact on people's work and life, thus promoting people's awareness of peace and health. For a time, "sterilization", "disinfection", "health" and "SARS" have become the most concerned and frequently mentioned words.

According to an authoritative survey data, since the outbreak of SARS, 59.6% people want to be healthy, and nearly 60% people have immediate needs for health. If there are 300 million households in China, that is, 60% households have immediate purchase demand, and if each household invests in "sterilized household appliances" and "healthy household appliances" in 500 yuan, there will be a market capacity of at least 90 billion yuan.

Optical wave furnace "sterilization and nutrition" simultaneously

In the impression of most people, the main function of microwave oven is cooking, but its other important function "disinfection and sterilization" is not recognized by people.

In fact, the sterilization effect of microwave oven has been applied abroad for a long time. According to German food experts, about 5% of high-quality wine will be mixed with cork flavor, which greatly reduces the taste of the original wine, and the unique smell of cork is produced by fungi and microorganisms in the pores of cork. Therefore, researchers at the German Institute of Grape Cultivation used microwave heating sterilization technology to treat it at the beginning of last century. After the cork is heated and sterilized, it can be used for bottle packaging, which can make high-quality famous wines stored for a long time without producing cork smell. 200 1, USA "9? After the "1 1" terrorist attack broke out, anthrax swept across the ocean, making Americans from the president down to ordinary people afraid to open letters and parcels. In order to dispel people's fears, Alibaba Bick, a famous American anti-bioterrorism expert, said at a nuclear non-proliferation conference that anthrax spores can be killed by microwave ovens. This remark caused a wave of buying microwave ovens.

Galanz wave oven is a new product, which is based on traditional wave and adopts digital wave patented technology, and has excellent performance in preserving nutrition and instant sterilization of cooking food. When Galanz decided to promote microwave ovens in the domestic market in 2002, the company's management decision makers were faced with such a problem: whether to continue to promote microwave ovens or innovate to promote microwave ovens?

Optical wave furnace is a high-tech product, and Galanz's original intention is to take the high-end route. If Galanz continues to promote the concept of "microwave oven", because Galanz and microwave oven products as a whole give people the image of low price and low technology, it is obviously not enough to support this product to take the high-end route. If we start a new stove to promote the concept of "light wave oven", it means that we need to restart a brand-new market concept, and if the new concept of "light wave oven" continues to appeal for cooking function, it is not far from the original microwave oven, so we can only focus on the function of disinfection and sterilization. However, under the background that the overall health awareness of Chinese people has not been greatly improved, it is still unknown whether sterilization can be accepted. What is more risky is that once the concept of "optical wave furnace" is started, it needs a lot of market investment. If it is not accepted, all marketing investment and time cost will be wasted. Of course, if the "optical wave furnace" market is cultivated, Galanz will set off a "new chapter" and the whole market will be exclusive to its family.

Finally, Galanz adopted a compromise approach, that is, it chose the concept of "light wave furnace", while in the product function appeal, it used the advertising slogan of "more thorough sterilization and more delicious nutrition". Since 2002, Galanz has gradually increased its efforts to promote the concept of optical wave furnace, including terminal display, outdoor promotion, TV newspaper and magazine advertisements, terminal POP and other advertising materials. At the end of the year, the effect was not bad. A concept of optical wave furnace was initially established in my mind, and the product sales reached 654.38+0.2 million units. However, as the decision-makers analyzed, the market at that time was mainly aimed at "nutrition is more delicious", and the recognition and acceptance of "sterilization" function was not very strong.

Pay attention to sterilization and disinfection

Every crisis contains the root of failure and the seeds of success. In order to harvest this potential success opportunity, it is essential to find, preserve and cultivate. If enterprises take the crisis as an opportunity, seize the crisis and find vitality from it, the crisis can make an enterprise.

The prevalence of SARS in the whole country is a crisis for the country, and it is a great test of the country's ability to cope with the crisis from a macro perspective. From the microscopic point of view, it can be said that it is a crisis for any enterprise except the health care industry, but the impact is different. How to minimize the losses caused by the SARS crisis? How to eliminate the crisis? Even how to turn the crisis into a potential business opportunity? When SARS came, these problems were placed in front of every enterprise.

When SARS first spread in Guangdong, Liang Zhaoxian, an executive of Galanz Group, found Zhao Weimin, an assistant: "This may be an opportunity for Galanz. Can our sterilization function be promoted vigorously? You investigate. " A few days later, Zhao wrote in the research report: the public's health awareness of disinfection and sterilization has gradually increased, which is an excellent opportunity for the optical wave furnace to upgrade its sterilization concept. Galanz can take this opportunity to redefine the function of microwave ovens and redefine the microwave oven market, and the "new world" may be discovered.

As a result, a massive SARS war in Galanz began. The three-dimensional combination of public relations war, news war, technology war, advertising war and blocking war has quickly created a brand-new market in a very short time and is gradually changing the inherent image of Galanz. At present, the whole activity is still going on and the market is developing rapidly. The author tries to carry out some preliminary market operations on Galanz in order to draw lessons from and evaluate other enterprises and peers.

First, advertising is advancing at full speed. The advertisement of full contact disinfection and sterilization didn't mention SARS at all, and it didn't talk about its nutritional function for the time being. It just locates the microwave oven in the function of disinfection and sterilization, telling the audience that the microwave oven has surpassed the ordinary microwave oven and belongs to an upgraded version of the microwave oven. It has high technology content and can sterilize, and lists examples of successful disinfection and sterilization that can kill anthrax virus to enhance the sterilization persuasiveness of the microwave oven. Television, newspaper, website, terminal poster, single page, etc. Formed a three-dimensional propaganda offensive, immediately formed a shock wave of "disinfection and sterilization" of Galanz microwave ovens in the market, giving people a professional image of "poison king" specially designed for disinfection and sterilization of Galanz microwave ovens.

When citizens are caught in the SARS panic, when people's "health" consciousness begins to sprout because of SARS, and when citizens go out and bring masks home for disinfection, advertisements for the function of "disinfection and sterilization" of Galanz wave furnace frequently appear in various media, which undoubtedly has powerful catering and infiltration functions, reaching the top of demand and taking shape immediately. After the purchase was formed, Galanz publicized these purchase cases, thus forming a "linkage effect". There was a microwave oven at home for some time, and then I bought a microwave oven to disinfect masks, gloves, underwear and other items. A foreign company bought benefits for employees, and a canteen bought more microwave ovens. Galanz microwave oven is out of stock. The heads of Gome and Suning stores all reported that Galanz microwave ovens were selling well, and Galanz counters in major stores lined up to buy microwave ovens, which became a hot topic in the streets.

The second is the public relations war. In order to protect the concept of "disinfection and sterilization" when SARS spread, it can be said that every enterprise is eager to make money from SARS, but it doesn't know that SARS is both a business opportunity and a murder, and it is very likely to get burned if it is not handled properly. In particular, the state has issued a decree prohibiting the use of SARS for any form of advertising, expansion and false propaganda. As a result, we see that enterprises, health care products enterprises, daily chemical enterprises, and even home appliance enterprises have been investigated and rectified by the media and constantly exposed to the public.

Galanz has always been "cautious" in the promotion of full-wave furnace, not mentioning the word "SARS". Even in promoting the concept of "sterilization and disinfection", it is also making itself justified and well-founded, and the public relations work is also promoted layer by layer. Galanz's whole public relations process is also worthy of social and theoretical research and discussion.

The first battle of public relations, testing before discussion, made the "disinfection and sterilization" business department of optical wave furnace famous.

Galanz sent the microwave oven to Guangdong Testing Center, a third-party testing organization, for testing. The test results show that the Galanz digital microwave oven artificially contaminated Staphylococcus aureus in milk samples and Escherichia coli in water samples, and the sterilization rate reached 100% after heating for 3.5 minutes. For naturally contaminated bacteria in raw pork, raw fish, raw milk and tap water samples, the sterilization rate reached 100% after heating for 3.5 minutes and10 minutes. For artificially contaminated Salmonella in pork and fish samples, the sterilization rate reached 100% after heating for10 minute. In the critical period of SARS, everyone knows the weight and significance of this test report. In the shortest time, Galanz printed this report as a leaflet and sent it to all sales outlets and dealers at all levels.

With this authoritative test report, Galanz can straighten out the function of "disinfection and sterilization". With the authoritative report, it is necessary to let more people who are in urgent need of care know about it and let more people get the health care of Galanz microwave ovens. Galanz adopted a combination of donation and holding seminars. On April 27th, 100 Galanz microwave ovens were urgently transported to Guangzhou No.8 University affiliated to Sun Yat-sen University in south-central Guangdong Province for daily disinfection of medical staff. And held the first "SARS Prevention Expert Forum" and "Household Appliances Disinfection Seminar" with the Information Times. Eight leaders from Guangzhou and a number of medical experts attended the meeting, fully affirming the "disinfection and sterilization" function of Galanz microwave oven and praising Galanz's righteous act.

It can be said that Galanz played quite beautifully in the first battle of public relations. So, what brand should Galanz play next?

The second step of public relations is to carry the donation to the end! The decision-making level of Galanz knows very well that if manufacturers only promote products with many functions by themselves at this time, it will inevitably cause doubts, but the products selected and used by medical staff can undoubtedly play a demonstration role, because in extraordinary times, medical staff have become spiritual leaders to some extent, through which they can not only dispel concerns, but also guide consumption.

On May 12, Guangdong Galanz Group Company donated 1000 digital light wave microwave ovens worth nearly one million yuan for free and delivered them to Xiaotangshan, Beijing. After a short handover, Galanz microwave oven was quickly equipped to the rooms and restaurants of medical staff in Xiaotangshan. Because of the particularity of SARS patients' treatment, the nursing of medical staff is particularly important. These lightwave ovens provided by Galanz Group are specially designed for special environment. 100 set of microwave ovens with sterilization and food nutrition preservation functions were transported from Guangdong to Xiaotangshan by special car, which took less than 1000 days, creating the myth of Galanz's "special customization on demand".

Galanz's donation of microwave ovens has not stopped since April. On April 28th, Galanz, together with Chinese Preventive Medicine Association and Beijing Municipal Bureau, provided 65,438,000 high-efficiency sterilization and disinfection microwave ovens for Beijing VI University. On May 5th, Beijing Youth Daily issued an initiative to collect electric fans from the society. Galanz Beijing Center did not hesitate after seeing the news of the initiative, and immediately called the company headquarters, demanding prompt delivery to Beijing, and reinforcing 1000 electric fans to Beijing Youth Daily. In the shortest time, 1000 electric fans all arrived at the newspaper office. In addition, Galanz also donated "anti-SARS" materials in many places, and donated digital microwave ovens to Guangzhou, Hubei, Inner Mongolia, Zhejiang, Henan, Shaanxi, Liaoning and other places. Thousands of microwave oven products flew to the front line of SARS medical treatment in various provinces and cities, providing strong support for medical staff and patients fighting in the front line.

Galanz Group, as a private enterprise, has been holding high the banner of "responsibility, love, concern for the country and the people" since the outbreak of SARS in China, standing beside us in angels in white and giving them courage and confidence. Donation activities reflect Galanz's concern for society and people's livelihood. Through donation activities, the image of Galanz has been greatly changed, and Galanz has won praise, support and market.

Third, technology war, if we want to examine the comprehensive strength and development potential of an enterprise by applying the latest technology to products, the level of technology research and development and the investment of technology development funds are very important aspects. It is difficult for an enterprise that ignores technology research and development to be big and long-lasting.

Since 1998, Galanz has invested more than 1 100 million yuan in R&D every year, and the investment in R&D in 2002 was as high as 400 million yuan. With strong R&D strength, Galanz microwave oven has more than 500 patented technologies, including new generation spherical light wave technology, multiple microwave leakage prevention technology, magnetron life extension technology and so on. It is precisely because of the leading technology that the gold content of Galanz's "global manufacturing" has greatly increased, and the domestic sales are all red. From June to May, 2003, the export of Galanz series products increased by 100%, and the domestic sales increased by 50%.

The invention of Galanz microwave oven is a high-tech product born out of the demand of sterilization and disinfection. 200 1, USA "9? After the "1 1" terrorist attack, anthrax swept across the ocean, making many Americans afraid to open letters and parcels. In order to dispel people's fears, Alibaba Bick, a famous American anti-bioterrorism expert, said at a nuclear non-proliferation conference that anthrax spores can be killed by microwave ovens or steam irons. When the digital microwave oven pioneered by Galanz came out in the American research center, American merchants frequently contacted Galanz. Due to the powerful sterilization function of microwave oven, a "light wave storm" has been blown up in the American market, and the US Military Service Bureau has sent a large order.

During the SARS period, in order to support the "anti-Africa" work in Xiaotangshan, Beijing, Galanz integrated global resources and redesigned, reopened and redesigned through joint research by American research centers and related scientific research institutes. It took only seven days from design to product off-line, and the latest sterilization technology was applied to the microwave oven, and a new generation of microwave oven integrating sterilization, food cooking and nutrition preservation was quickly introduced. The microwave oven can produce 200 tons in 30 seconds. On the recommendation of the Ministry, Galanz Company donated 1500 new generation microwave ovens to Beijing Xiaotangshan, 302, China-Japan Friendship and SRAS Gene Center of Chinese Academy of Sciences.

In order to give the country a bigger slice of the pie, Galanz decided to raise some funds from sales as a special fund for "disinfecting household appliances" while increasing its production capacity, and jointly tackle key problems with scientific research institutes at home and abroad, taking the lead in applying the latest sterilization and disinfection technology to household appliances, creating more disinfection "star products" and "escorting" a healthy life.

Fourth, news warfare, showing off the role of pilots as an enterprise, making profits and pursuing profit maximization is the ultimate goal. How to understand and accept your products in the shortest time is a problem that every enterprise must face and solve. As for the behavior of donation, it belongs to the moral category of enterprises and is welcomed by the society, but it is not necessary for enterprises.

Throughout the whole promotion process of Galanz's "disinfection and sterilization", its news propaganda and planning ability is also an expert. It always revolves around news public opinion, which can well control the development of public opinion in a direction beneficial to itself and has played a good communication effect. Galanz news war takes the national media as the main battlefield, local cities and evening newspapers as the flanks, and financial media as the backbone. The overall news strategy can be divided into three stages:

The first is the stage of creating momentum, which mainly releases the tips and education that disinfection of household appliances has been popularized and light wave ovens can sterilize. For example, articles such as "Disinfecting household appliances" became a hot commodity, "Disinfecting household appliances: a huge gold mine highlights the market", "The rise of microwave ovens during SARS", "Group buying of microwave ovens triggered by SARS" and "Sterilization and disinfection of microwave ovens" did not highlight enterprises, but mainly emphasized the sterilization and disinfection function of microwave ovens, which aroused people's appetite for microwave ovens.

Then the initial stage, with donation as the main appeal, tied Galanz and the microwave oven together, laying the groundwork for future market segmentation. At this time, the news included "Galanz joins hands with Chinese Preventive Medicine Association to care for angels in white", "Information Times and Galanz care for angels in white", "Galanz Firewire has developed thousands of disinfection wave ovens to send to Xiaotangshan" and "Galanz will donate them to the end". In particular, the news of donating Xiaotangshan also appeared in CCTV's "News Network" column, and the public welfare image of Galanz enterprises was greatly demonstrated.

The third stage is the gaining stage. Galanz jumped out of the bondage of the concept of optical wave furnace and put it in the disinfection and sterilization industry to describe and publicize it, and achieved proper opening and closing. Articles such as Who Will Be Columbus of Disinfecting Household Appliances, Antibacterial Disinfecting Household Appliances Causes the Evolution of Household Appliances, Disinfecting Household Appliances Reveals the New Password of Household Appliances in China have been reprinted by major newspapers, radio stations, TV stations and websites. Galanz has become the leader in disinfection of household appliances, and the optical wave furnace has become synonymous with disinfection of household appliances.

The successful promotion of Galanz microwave ovens has made some competitors unable to sit still, and they have launched so-called "microwave ovens". Galanz published articles in the media, such as "Experts remind: buy microwave ovens to recognize patents and prevent counterfeiting" and "Galanz takes patents as the right body of microwave ovens", without giving opponents any opportunity.

Verb (the abbreviation of verb) stops the war and defends the market of optical wave furnace. In May, Sohu.com, a well-known domestic portal website, conducted a national selection activity of "Disinfection Household Appliances Competition", which broke the so-called self-evaluation pattern of experts and enterprises and tried to identify "Disinfection Household Appliances" from the perspective of market recognition and acceptance. Sohu. Com has collected well-known related products at home and abroad. More than 300,000 people visited during the event, and 15200 netizens participated in the activity of voting for the most satisfactory products. According to the voting results of netizens, Galanz microwave oven won the first place in "Disinfecting Household Appliances" with its excellent disinfection and sterilization function. The market is the most fair referee, which once again proves the success of Galanz microwave oven marketing.

However, when Galanz started the next marketing plan, it was surprised to find that it took several years, a lot of manpower, material resources and financial resources, and concentrated the efforts of many scientific researchers. Just when the market of microwave ovens was cultivated and accepted, competitors had already taken the "black hand": when they saw that the market of microwave ovens had formed, they changed the label of ordinary microwave ovens, but they also promoted "microwave ovens" in public.

There are two reasons why Galanz microwave ovens are conceptually imitated by competitors: First, they have become the market and are widely accepted, and are likely to be considered as substitutes for existing microwave ovens (with more sterilization and disinfection functions on the basis of maintaining the original cooking function of microwave ovens). If we don't follow up, we may lose the market of microwave ovens, so we hastily launched the so-called "microwave oven" in an attempt to "share the soup". Secondly, in order to crack down on Galanz. "If I can't get it, you can't get it." In order to disrupt the market and give Galanz a blow, it is undoubtedly terrible to simply name low-priced microwave oven products as "wave ovens" and attack Galanz's high-end wave oven market.

As we all know, Galanz has been prepared for this, and has already had a "magic weapon" to block the market: the application of light wave technology is a patented technology originally created and initiated by Galanz, and has applied for patents in dozens of countries around the world. Anyone who dares to imitate this technology will have to meet in the property court. At the same time, Galanz also put a "light wave" sign on the product to distinguish the market and give the most intuitive selection reference. With the "double ID card" of the wave furnace with "light wave patent" and "light wave symbol", supplemented by market guidance and tips, the uniqueness of the Galanz wave furnace market has been demonstrated and guaranteed, and the market segmentation has been realized.

Looking at the whole process of the successful promotion of Galanz wave furnace, just like playing chess, every step is cautious and not isolated. It needs a vision ten steps ahead, an immediate speed and a comprehensive strategy, which maybe we should learn from.