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Nongfu Spring's 'Ice Cup' Goes Viral, Boosting Its Niche Products and Revealing New Offline Marketing Strategies
In 2024, Nongfu Spring has made headlines three times: first, a dispute with Wahaha caused its stock price to plummet; second, it launched green bottled purified water, drawing criticism; third, its new ice cup went viral in convenience stores, restoring some brand reputation. The ice cup, a summer staple, has driven sales of other Nongfu Spring products like Tanbing and NFC through DIY beverage trends on social media, highlighting the importance of experiential marketing and packaging in offline retail.
MorketingJiang Nanchun: After a Lost Decade, Brands Look to 4 Growth Opportunities
Looking back at the past decade, how has the mobile marketing industry grown exponentially? What key events have erupted in the industry? Amid the ebb and flow, which internet platforms, brands, and marketing companies have become the biggest winners? Drawing on the past decade, how should the advertising and marketing industry navigate the next ten years? What industry opportunities should not be missed in the future? To this end, Morketing has launched a major 2024 series: "The Decade." In the first episode, Jiang Nanchun, a 30-year veteran of China's advertising and marketing industry, joined the livestream to discuss these topics with Morketing's founder and CEO.
MorketingP&G, L'Oréal, Unilever Increase Advertising Budgets: The More Downturn, the More Marketing?
Recently, P&G, L'Oréal, Unilever, and many other brands released their first-half 2023 financial reports. The most notable trend is that these world's largest brand owners almost unanimously increased their advertising budgets, which corresponded with rapid sales growth. For instance, P&G's advertising spending increased by $453 million last quarter; L'Oréal's advertising spending as a percentage of sales increased by 1 percentage point in the first half, totaling nearly $1 billion compared to a year ago, with organic sales up 13%.
MorketingNew Consumer Brands Are Creating "New Blood" from 9 Directions
Previously, many new consumer brands could quickly gather their first batch of "supporters" by positioning in niche tracks and using influencer marketing and high-aesthetic products. However, after the limited "category dividend" is consumed, converting consumers into brand fans is no longer easy. As the dividend fades, Morketing observes that new consumer brands are creating "new blood" by deeply cultivating "internal strength" from different directions to build brand barriers.
MorketingCoca-Cola Announces Reduction in Global Marketing Investment and Strategic Deployment Across 4 Areas
As the COVID-19 pandemic continues to spread globally, economies worldwide are suffering varying degrees of impact, especially for large multinational corporations. On April 21, Coca-Cola reported a 25% decline in global sales since the second quarter, with nearly all declines attributed to away-from-home consumption. In response, the company announced it would reduce marketing costs globally.
MorketingThe Battle of Two Beverage Giants: PepsiCo's Customer Loyalty Program vs. Coca-Cola's Total Beverage Strategy
Since 2013, carbonated beverage companies have faced their darkest hour as consumer tastes shift and sales decline. In response, PepsiCo has launched a customer loyalty program offering rebates, while Coca-Cola has pursued a total beverage strategy, diversifying into healthier options and new categories.
MorketingYang Shanshan, Vice President of P&G Greater China Brand Management: How P&G Wins the Hearts of the Post-00s?
This article is a sharing by Yang Shanshan, Vice President of Brand Management at P&G Greater China, on P&G's insights into post-00s consumers. In her speech titled "New P&G, Heart Marketing," she discussed that although P&G has been in the Chinese market for 30 years, it still considers itself a young company. She said, "I don't want to talk about the post-90s; I want to talk about the post-00s, and CQY with these 147 million post-00s." The following is the transcript of her speech (organized by Morketing).
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