Logo marketing is a long-sleeved dance between power and public relations
Omni-directional logo design marketing concept Western traditional marketing theories were produced under the conditions of a buyer's market in the 1950s. The guiding ideology at that time was: as long as the company's vi design is good at discovering and understanding customer needs, it can better meet customer needs. It is possible to achieve the business objectives of the company. According to the traditional marketing point of view, companies must consider four controllable factors: product, price, location, and promotion. Compared with the 1950s, today's business environment has undergone great changes. Successful marketing is increasingly becoming a comprehensive public relations activity. Below are two examples of this.
Case The Pepsi logo and Coca-Cola's battle Pepsi-Cola used resourcefulness to defeat its main rival, a Coca-Cola company, and entered India, a huge consumer market with a population of 730 million. It turns out that Coca-Cola has always been dominant in the Indian soft drink market. By 1978, because of protests against the policies of the Indian government, Coca-Cola suddenly withdrew from the Indian market. Later, although Coca-Cola and Seven-Vi Design Company tried to re-enter the Indian market, PepsiCo succeeded through hard work and effective political and public relations logo design marketing activities.
PepsiCo has formed a joint venture with an Indian group, and its joint conditions can exceed the opposition of Indian domestic soft drink companies and the opposition of members of the anti-multinational legislature, thus obtaining government approval. PepsiCo proposed that it will help India export agricultural products and make its exports larger than the cost of imported soft drink concentrates.
In addition, PepsiCo guarantees that it will not only sell in major cities, but also do its best to sell Coke to rural areas. PepsiCo also proposed to provide India with new technologies such as food processing, packaging, and water treatment. Obviously, because Pepsi vi design company provides a series of benefits to India, so that PepsiCo can win the support of various interest groups in India. Case Citibank Long-sleeved Zhanwu American banking giant Citibank has been planning for many years to be able to conduct comprehensive banking operations in Maryland. In the past, Citi could only operate credit cards and other small services in the state. According to the laws of the state, out-of-state banks can only provide a limited number of services, and are not allowed to carry out advertising, establishment of branches and other business activities.
In March 1985, Citibank proposed to establish a large credit card center in Maryland. And pointed out that this logo center can increase employment opportunities for 1,000 employees in the state. In addition, Citi also donated millions of dollars in cash to the state as compensation for land occupation. Because they can wisely come up with this beneficial plan for Maryland, Citibank can become the first out-of-state bank approved to operate all banking services in Maryland.
The above two examples show that when a company wants to enter a new market, it must be proficient in the technology that provides benefits to the relevant local groups, which is more important than meeting the needs of target consumers. Markets with high barriers are called closed or protected markets. For this kind of market, in addition to the four logo designs (products, prices, channels, and promotions) of the marketing mix, marketers should also add the other two. When the company wants to enter a new market, it must be refined. ) And public relations (PublicRela- leading to local related group tions). Professor Philip Kotler of Northwestern University used this technology to provide benefits.
One kind of strategic thinking is called Megamarketing. And for the comprehensive vi design marketing, the following definition is defined: in order to successfully enter a specific market and engage in business operations there, all methods such as economic, psychological, political and public relations are used in a strategic and coordinated manner to win The cooperation and support of all relevant parties in foreign or local countries can achieve the expected goals. Of course, companies still have to properly use the 4P elements of products, prices, channels, and publicity. The following will discuss the market environment that needs to use a full range of marketing strategies, and explain how companies use power and public relations logo design strategies to successfully enter the closed vi design market and engage in business activities in it.