Cases of enterprise marketing failure in marketing

First, arrogance and prejudice are doomed to decline.

1. Lack of market entry strategy: Unlike world-class enterprises such as Procter & Gamble, McDonald's and Coca-Cola, Wei Bao lacks systematic strategic thinking and planning when entering the China market. What is the scale and prospect of China coatings market? What are the buying behaviors and consumption habits of China consumers on coatings? Who is your target customer base? Who are your competitors? When do you choose to enter? What markets did you enter? What products are used? These are "unknowns" for Wei Bao. Strategy determines success or failure, just as Sun Tzu's Art of War said, "More wins and less wins, not to mention nothing?" Wei Bao's entry into China market lacked a clear and scientific expansion strategy, which sowed the seeds of failure.

2. Lack of in-depth "insight" into China market and consumers: For Wei Bao, which occupies a prominent position in Europe, the upcoming China market has its unique regional culture, and China consumers are also very different from European markets and consumers in purchasing power, purchasing behavior, consumption habits and value orientation. Without systematic and scientific market research, only by visiting a medium-sized city in China casually by foreign executives who know China market, we can draw the conclusion that China market lacks purchasing power, the market scale and potential are small, and it takes a long time to cultivate the market, and we have made the typical mistakes of "seeing the forest for the trees" and "empiricism". This directly caused Wei Bao to lose an excellent opportunity to enter the China market, and gave world-class competitors, including Nippon, a rare opportunity to take the lead in entering the China market and seize the minds of consumers.

3, brand communication and consumer communication strategy misunderstanding: brand management is the relationship between enterprises and consumers, products and consumers. The establishment and consolidation of this relationship requires strategic accuracy, multi-channel communication and multi-angle communication. Wei Bao lacks a deep insight into the inner world of consumers in China, and considers it from his own perspective. It arrogantly treats consumers with "world-leading technology", which is completely technology-oriented rather than consumer demand-oriented, and spreads its own brand with cold technology and lack of emotional communication. In fact, consumers in China need to satisfy their personality, emotion and personal performance in addition to their functional needs.

4. Misunderstanding of marketing system management: China is a market with a large geographical area and a large regional span, and the distribution channel systems in different regional markets are also very different. In recent years, new retail formats, mainly supermarkets and hypermarkets, have risen rapidly, and competitors' distribution strategies in China market are constantly innovating. Wei Bao's product sales and distribution system in China regional market lacks scientific planning. No matter the brand foundation, competition situation or the level and strength of marketing team, it completely imitates the dealer development plan of "100 cities and 1000 stores". As a result, local marketers were forced to ask professional research companies to deceive the headquarters with false figures.

Second, strategic suggestions for rapidly upgrading the brand of Wei Bao China market

1. Let go of the "noble" status and go deep into the China market: In a new country and market like China, Wei Bao needs to abandon its past experience and prejudice and listen carefully to the "pulse" of the China market. In addition to hiring professional market research companies to conduct in-depth, scientific and thorough research on China's regional markets, it is also necessary for marketers to go deep into the first-line market, communicate with dealers and consumers, accurately grasp the market environment and characteristics of China, deeply understand the consumption behaviors and habits of consumers in China, and fully grasp the situation and marketing strategies of competitors.

2. Scientifically plan China's marketing strategy: based on a deep understanding of the market, consumers and competitors. And tap the enterprise's own superior resources, identify the core competitive advantages that are different from competitors, and scientifically plan the marketing strategy of Wei Bao China, including the strategic objectives, regional market strategies, strategic implementation plans and safeguard measures in the next 3-5 years.

3. Re-plan brand strategy: In the China market, Wei Bao has fallen far behind its competitors, few consumers know Wei Bao's "noble" status in Europe, and consumers also have their own rankings for latex paint brands. Therefore, Wei Bao needs to reposition its brand, and form a big business department with distinct brand core values and distinctive brand personality.

4. Accurately determine the marketing strategy: In the China market, latex paint has evolved from the original pure wall protection material into a culture, a fashion and a publicity of personality. In the competition of price war, performance war, quality war and environmental protection war, Wei Bao should form its own unique competitive strategy in terms of product structure, pricing, distribution channels and advertising promotion according to different regional markets.

5. Identify the "button" of demand and strengthen brand communication: China market is an immature market, and brand awareness is still one of the most important factors affecting consumers. Television advertisements, print advertisements and newspaper advertisements of brands such as Nippon and Dulux are all over the place, while Wei Bao seldom acts and appears silent. Therefore, Wei Bao's important task in the near future is to identify the "buttons" of consumers' demands, so as to arouse strong and significant differences in brand interests of target groups, comprehensively strengthen the breadth, depth and frequency of brand communication, and rapidly enhance brand awareness.

6. Improve the marketing management system and distribution system: According to the market environment and characteristics of China, establish a marketing management system with perfect functions, quick response, flattening and high efficiency, and comprehensively improve the strategic thinking, comprehensive quality and business skills of marketers. At the same time, according to the product characteristics, brand personality, target groups and competitors' distribution strategies, plan the distribution strategy of Wei Bao China market, quickly build distribution networks and channels, form strategic partnerships with dealers at all levels, and fully seize the terminal resources.

The above strategic suggestions lack sufficient research and information support. The key for Wei Bao to quickly reverse its brand position and image in China market lies in its superior strategic thinking ability, international vision and localized marketing strategies and means. We expect Wei Bao, a European "noble", to quickly establish a real "noble" status and identity in the China market!