MTL - Rebirth Starts at 7 Million-Chapter 87 Yida's predicament

Wrigley's advertisements are simple and crude, and their positioning of their products is often very clear.

Take Green Arrow as an example, when Green Arrow entered the Huaxia market, the two concepts of "intimacy" and "confidence" were the main focus.

Based on these two concepts, Wrigley divided the brand positioning of Green Arrow at that time into two parts, one part is the emotional theme line, and the other is the professional theme line.

The first is the emotional theme line based on intimacy. In a sense, this choice completely hits the G-spot of young people.

The vast majority of consumers of chewing gum are young adults under the age of 30.

At this age, when the hormones are bursting, scenes such as love and making friends are most attractive to people of this age.

With the popularity of the slogan "Fresh breath, you and I are closer", the rise of Wrigley among young people has become unstoppable.

Then there is the professional theme line based on self-confidence. This theme line highlights the changes in mental outlook brought by people after fresh breath, and emphasizes the function of chewing gum to freshen breath.

The form of advertising is often through the front and back, and the air of unconfidence before is compared with the confident expression after chewing gum.

Wrigley captured the emotional and career needs of young people and successfully launched its own brand.

And Wrigley's propaganda for Yida also adopted a similar routine.

Green Arrow focuses on the concepts of "intimacy" and "confidence", while Yida follows their overseas positioning of "healthy" for Yida.

In Luo Fan's impression, Yida chewing gum is a brand that is deeply bound to health. The main product is sugar-free, cleans the mouth, uses it after meals, and protects the teeth.

But unfortunately, Yida was still looking in the wrong direction at the beginning.

Because the concept of health has long been bound by a certain Liyou one day.

Yida uses the same concept to enter the market at this time, and the effect is naturally not very good.

This is the biggest reason why Wang Jing is not optimistic about Yida.

Fortunately, Yida is not stupid, they have found a new position.

Green Arrow can become popular, not only relying on the concept to hype the fire, but more because the Green Arrow is bound to some kind of emotion of young people.

Green Arrow binds chewing gum to a certain emotion, and at the same time, this emotion is also very suitable for combining with product functions, which is the real reason for the popularity of Green Arrow.

After Yida understood its mistakes at the beginning, it pulled back from the precipice, adjusted its strategy in time, and transformed the concept of health bound by commodities into "care."

Let Yida and Guanai be deeply bound together.

The caring teeth in the small advertisement at the supermarket cash register shows that Yida has found its own position.

The follow-up Peng Yuyan and Gui Lunmei's new commercials are also very distinctive.

Plus a year later, the appearance of Zhang Wei and Zhang Yida, one of the protagonists of a phenomenal TV series "Love Apartment", also helped Yida make a wave of advertisements.

So at this time to cooperate with Yida, there is no need to worry that Yida will not be able to get up.

Thinking of this, I felt like saying to Wang Jing, "Brother Wang, please help me contact Wrigley! We have accepted this advertisement."

"Ah? Boss, are you mistaken? At this time, if Yida's advertisement fails to catch fire, it will not affect us very well."

"I know, Brother Wang, just do as I say!"

Wang Jing nodded helplessly, turned and left Luo Fan's office.

After Wang Jing returned to his workstation, he found Wrigley's business order in his mailbox and sent an invitation to negotiate.

Wrigley's reply was almost a second, and he immediately asked Wang Jing when he could meet and discuss.

Wang Jing was stunned for a moment. Wrigley's reply speed surprised him.

In fact, Yida is in a critical period of expansion at this time, and it needs large-scale publicity.

One day and a certain Liyou seized market share too fast, Wrigley's chewing gum market share has shrunk to 60%, and Wrigley's Chinese chewing gum dominance will be shaken.

Therefore, Wrigley urgently needs Yida to open the market as soon as possible.

The current situation of Yida is not optimistic. Their first wave of product positioning has not been correctly identified, which has led to major problems in the development of Yida.

Later, the strategy was adjusted in time, and it was barely stabilized.

But the current market share gap between Yida and a certain Liyou is still widening.

Wrigley must not continue to widen the gap in work. They spent a lot of money on many satellite TV and even CCTV advertisements, and at the same time began to seek cooperation with major manufacturers.

The first thing they thought of was Baidu.

As the largest search engine in China, Baidu has the largest traffic without doubt.

However, Baidu has little interest in Yida's business order, and Baidu has a cooperative relationship with a certain Liyou.

In desperation, Yida gave up Baidu and went to Penguin.

Yida's idea was to cooperate with a certain game of Penguin, such as Penguin Speed ​​​​and Penguin Dance, but the offer from Penguin was too high, and Yida could not accept it, so he had to give up.

If the parade fails, the next target is naturally a mobile game. Currently, the most popular mobile game in China is undoubtedly Fruit Ninja, so Yida sent a business order invitation to Luo Fan's Xingyuan Technology Co., Ltd.

Yida's attitude made Wang Jing feel very comfortable, and his company was valued by others, which was a very good thing.

So Wang Jing set the meeting time for the two sides at 10 am two days later.

Now that it has been decided to accept Yida's business order, all preparations must be done first.

Afterwards, Wang Jing called his subordinates to come to a meeting and talked about the Yida business order, and asked everyone to brainstorm to see if they could come up with some good publicity methods.

At the same time, Gao Meng also began to recruit translation teams.

In 2010, the island language was still a small language, and there were not many people who could speak the island language. Therefore, Gao Meng's recruitment was not smooth. He only received a few resumes a day, and Gao Meng was not very satisfied.

According to Gao Meng's plan, her translation team plans to recruit 10 people, and she is not going to ask for students. As a result, none of them can be seen now. How can this be done?