品牌管理成功与失败案例

STP marketing is the core of modern marketing strategy
Segmentation
BELLE is one of the leading brands of shoes industry in China.It is Chinese largest footwear retailer.
According to the 2016 Market Research Report shows that BELLE's consumer age is widely distributed. Different ages have different consumption preferences.Therefore, it uses multi brand strategy to accurately locate the different needs of women in all walks of life.In addition, in each quarter, BELLE designed hundreds of pairs of new shoes style according to his popular trends, past sales, market conditions, etc so as to defeat its conpetitors.
From geography,BELLE increase the number of shops in the big city while opens large stores in small city.
Targeting
1.To self based, supplemented by the introduction
2.It establishes so many stores in shopping malls accountingmany special counters, which almost occupies the advantages of major shopping malls.
3.Until 2017,it has established a relatively perfect online shopping mall, which has become one of the main battlefield
Positioning
AS BELLE chooses multi brand development, different sub brands have different market positioning.
1.BELLE provides elegant, noble and these shoes which are easy to match for the vast number of female consumers.
2.TATA is a young and fashionable shoe brand. The brand mainly serves more than and 20 year old young girls, which are committed to providing them with high quality, fashion shoes
3.Teenmix is a brand that belongs to those young people who have the young mentality. I ts product’s design is novel and interesting, colorful and comfortable, very
suitable for young and fashionable style.
4.STACCATO fashion fashion shoes for young and fashionable office workers. Their style is full of charm, and is keen on European fashion trends.
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Successful management
MUJI is a self owned brand developed by West Friendship Corporation, which was originally designed to provide consumers with economical and practical daily necessities, food and clothing,and becoming promoting a new lifestyle.
There are several reasons for new balance to develop so fast in recent 2 years.Now we start to research this phenomenon in 2 aspects:internal and external.
1.When nearly all of the international well-known brands meeted in Japan's consumer brand awareness. MUJI act in a diametrically opposite way, put forward the concept of no brand. creating a new trend.With the help of the proposition of no brand, Muji cleverly achieved the greatest degree of brand differentiation.
2.MUJI design often sent staffs to visit customers, observing the daily life, found that demand, look for inspiration until 2017
3.MUJI products often look for design elements, and then promote product development to a higher level according to local demand for product transformation, global vision to from all over the world.
Failed management
Red Bull
Until now, Red Bull has hit nearly 1 billion yuan in the Chinese market, just to cultivate the market. However, such a huge investment did not allow functional beverage market fully mature.That exactly owes to the brand arrangement’s falure.
ck of brand innovation
Red Bull created the concept of "functional beverages", but also rely on the concept of a famous brand, but in some ways, Red Bull is not enough. Looking at the Red Bull's product line we can find it is too single. Moreover, in today's society, change is the dominant trend, new, strange, special elements are especially young people’s goals.
Pleasing to the eye and easy to carry will stimulate people's desire to buy more.
2.High-end strategy missing the market
Red Bull stick to the image of the nobility, to some extent, it restricts the big market in China.If the Red Bull uses a sub brand strategy, which not only won’t reduce the high-end image of Red Bull, but also to supplement the low-end market, it will be a good way to broaden the market.。