Best Cause Marketing case: Mengniu to build corporate citizenship – Mengniu, Dai
Today's economy has entered a time of global competition, a brand to consumer concern is, how to make consumers feel good, and even loyalty, is the mission of every enterprise born. However, in the information age, the face of all-pervasive information environment, consumers are passive, lazy, and it is selfish, the traditional market has not aroused the interest of consumers. So, we must put aside solely for Sell The sale of behavior, starting from the consumer's mind and build a consumer identity and make a social platform for public confidence in the background, the implementation of humane Marketing Activities, public behavior and marketing activities, bundled, in other words, companies in the marketing activities for the community, as consumers do more good things, let people remember your brand is a "warm heart." This behavior is the "public good marketing."
Public is concerned about the people marketing the survival and development, social progress as a starting point, use of charitable activities to communicate with consumers, the brand's marketing campaign with public good reputation and authority to conduct a series of dissemination and diffusion, in the production of public goods benefits, while consumers of the company's products or services, preference, priority in selection decisions for the purchase of products of the enterprise as a marketing behavior. Hence, the public is a prerequisite for marketing social responsibility, and public service foundation of marketing is charity.
Public marketing of high exposure, low-cost brand in a particular situation so that the target groups to get popularity and reputation. According to the survey, 86% of consumers believe that a public act of the company has a more positive image and 90% of the Company's public behavior frankly proud of.
Mengniu Dairy It captures the key points, from start to grow, permeates every part of the success of the public welfare, is the Mengniu act of charity, so Mengniu time in just a few years after from the top few bit, and break one by one competitor, became the country's most powerful leader in the brand, so that "a cow ran out of the rocket's speed", the completion of other business with the goal of several decades to complete.
Beginning extraordinary 1999 Mengniu was established in Hohhot, the beginning of the launch of more than 500 pieces overnight outdoor Advertisement Signs that read "the development of the dairy industry, revive the economy in Inner Mongolia", "Prairie Jumping Yili Group, Hing Fat Group, Mengniu Dairy, Yao Zhao Ning City Pearl Beyond the Great Wall Group, Shiqi Group, Loop towering king of Mongolia, alone show the Ordos Plateau, the western pride of the Zhao Jun Inner Mongolia cashmere … … we are cheering for takeoff in Inner Mongolia. "Mengniu in a very limited advertising time, not immediately publicize their products, but in turn care about urban development in Inner Mongolia, which Mengniu is bundles slot is well done, with social behavior and social gain public recognition, so that their birth to an extraordinary one.
Mengniu know a business can not develop without the logic of social development: enterprise in its own development, if the action returns to the community, in the market competition consciously bear the social responsibility of national authorities at all levels will be the support of the enterprise is very easy to get high in public confidence and visibility, which is a corporate brand in terms of intangible assets, make the brand a greater charm.
Mengniu CEOs Niu Gensheng Once said, "Do not look at our small local, small places people do not want already, one would like is the national importance", and do not think he is a "small or large parts of the local people" and, by virtue only of a "thought is national importance ", is enough to prove it has a Mengniu public from the start of the gene; also is Niu Gensheng the public consciousness, only to break the routine, called his rival as a" teammate "to make" quality is life, product is the character "business philosophy to take root in the minds of every employee, that Mengniu from the inside out, from start to grow, the public welfare in every corner throughout the enterprise development.
Course, the public marketing of public goods is not purely philanthropic, donor cause of public welfare activities must allow consumers to feel the presence of the brand, touch to the product quality so that consumers in the brand and public awareness act firmly linked with; Community Marketing Many businesses are using, but very few companies are able to use just right such as Mengniu, Mengniu from the "donor 2008 Olympics Council "to present" to 500 primary schools in poor areas donated milk "has step by step to Mengniu's marketing activities and public events together, that is, establishing a brand image, but also to promote the product sales can be described as both fame and fortune.
I am a professional writer from China Manufacturers, which contains a great deal of information about jaguar oem parts , custom car trader, welcome to visit!
Processing your request, Please wait....
