Chapter 9 Marketing Case II Wahaha Marketing Planning Six Cases

Looking back on Wahaha's 15-year marketing history, those who try to learn some "marketing secrets" that can seal their throats with a sword may be disappointed, because we rarely see sensational planning cases that are enough to enter the "marketing book".Wahaha does not seem to be a planning expert who has become popular with an idea or a certain planning activity, and there are very few super classics that win by surprise and "complete all their achievements in one battle".Wahaha is a practitioner of integrated marketing. It achieves market sustainability by balancing the interests of all links in the marketing system.The following planning cases are some fragments of Wahaha's growth process.

1. The "Parade of Foreign Girls" in Chengdu. Before the mid-1990s, the annual National Sugar and Wine Ordering Fair held in Chengdu was a place where health care product manufacturers wrestled. During the ordering fair in 1989, a parade of blond-haired and blue-eyed European and American female models suddenly appeared on the streets of Chengdu, holding high banners and distributing Wahaha promotional materials along the street, causing a sensation in Chengdu.For three days, no one in the streets knew about Wahaha. 2. Hangzhou's "free fruit milk gift". At the end of 1991, Wahaha fruit milk just came out.Wahaha published an advertisement in Hangzhou, claiming that whoever cuts out the advertisement in the newspaper can receive a free bottle of fruit milk.The advertisement was published for three days, and the newspaper was robbed for three days. On the first day of distribution, 140,000 bottles of fruit milk were sold out at 22 distribution points, and another 200,000 bottles were distributed on the second day.As the scene was too crowded, the police force had to be called to maintain order.

3. The singer sells water. In 1996, Wahaha was the first Chinese company to choose famous singers as product endorsers.Jinggangshan spread Wahaha's new product purified water all over the country with its song "Only You in My Eyes".Afterwards, Wahaha held fan meeting tours for Jinggangshan in more than ten cities, and all consumers who bought Wahaha purified water could get Jinggangshan's signature song tape.Wahaha pure water is popular, and Jinggangshan is also popular. 4. Take a ride to the Spring Festival Gala. In 2000 and 2001, Wahaha exclusively co-organized the CCTV Spring Festival Gala for two consecutive years, and jointly launched the "Very Coke Cup" My Favorite Spring Festival Gala Program Selection and Lantern Festival Awards Gala with CCTV.Wahaha has become the focus of hundreds of millions of eyes.

5. Advertising in Tiananmen Square. On the morning of May 31, 2001, Wahaha, together with the relevant departments of the state and Beijing, held the "Celebration of the '61' Olympic bid with my Wahaha ten thousand children's fitness activity conference" in Tiananmen Square. Six huge "Wahaha "Colorful inflatable cartoon character.Since this is the first time for a Chinese company to display its corporate image in the sacred Tiananmen Square, it has caused divergent opinions. 6. Zhou Xingchi chooses stars. In August 2002, Wahaha and Stephen Chow, the "King of Comedy" of Hong Kong Wulitou, jointly organized the "2002 Stephen Chow New Film Actor and Wahaha Drink Image Spokesperson Selection Activity".Zhou Xingchi personally visited the final selection site of the 5 major constituencies including South China, East China, and Northeast China, and selected "Happy Child Star" and "Hope Star".There were floods of applicants from all over the country and even from Argentina and Australia.