"award?"
"New product, promotional event, there's a chance to win a prize. If you open the bottle cap and it says 'Buy one get one free,' you can get a bottle for free."
"Given away for free?"
A few minutes later, the young man walked out of the supermarket carrying six bottles of drinks without caps, his mouth practically agape with a grin.
This scene was playing out simultaneously in three provinces, only the odds of winning were a little lower in the northern market. This marketing tactic, which had a gambling element, made everyone want to give it a try.
Around 10 a.m., the market response could be summed up in two words: it exploded!
Jiaming Foods' beverages are selling like hotcakes. Some small shops with limited stock have already sold out, and word is spreading that you might be able to get several bottles for the price of one.
The marketing department office had seven telephones that rang non-stop all morning. The marketing manager rushed out of his office, as excited as a child, and tried to push open Gao Zhiwei's office door.
"Mr. Gao, the major factories are reporting that sales have exploded and the market is booming!"
"Really? How many did you sell?"
"We sold out three days' worth of stock in just one morning, and it's still growing. They've started increasing production, and the feedback from distributors at all levels is overwhelming. Our factory's sales also exploded this morning."
An excited expression appeared on Gao Zhiwei's face. He was worried last night that the money he had invested would have no effect, but he did not expect the effect to be so obvious.
"This is the sales chart, and this is the comparison."
"Our market share has surpassed Wahaha's." Gao Zhiwei laughed as he looked at the table, then rushed out of the office and headed towards Lu Feng's office.
Along the way, everyone in the offices was wondering what had happened. What had gotten into President Gao? Had he gone mad?
"President Lu! President Lu, we've overtaken them! We've overtaken them! We've overtaken them in market share!" Gao Zhiwei shouted loudly.
"What?"
"We've overtaken Wahaha in market share?"
Everyone cheered, and excited voices echoed throughout the corridor.
"What's wrong?" Zhang Fengxia asked, pushing open the door with a puzzled look on her face.
"Where's President Lu?" Gao Zhiwei stormed into the office, practically slamming his hand on the desk, shouting, "We've overtaken him in market share!"
"What? Overtaken?" Zhang Fengxia was shocked.
Which province?
"Just those three provinces!"
Zhang Fengxia's first reaction was that it was impossible, absolutely impossible. According to market research, the smallest difference between these three provinces was about three percent. Don't underestimate this three percent; it could represent millions or even tens of millions of yuan worth of products.
A tie in one night?
"How much over?" Lu Feng asked with a smile, looking at his expression.
"0.12 percent, 0.05 percent, 0.01 percent."
"No need to get too excited. Overtaking is normal. If the other side doesn't learn our marketing methods, the gap will only widen." Lu Feng calmly picked up his teacup and took a sip.
Zhang Fengxia stood frozen at the doorway. She could sense that everything seemed to be under his control. He showed no surprise, nor had he been flustered at all. His calm eyes were exceptionally deep, unfathomable.
A person who is not emotional is frightening.
As the news spread, people across the country who were following the matter were shocked. The fact that the record was tied overnight was a devastating blow to the professors and scholars.
Inside Wahaha's meeting room, however, there was a deathly silence, and many people's blood pressure rose.
............
"Welcome to the midday news. Breaking news: Jiaming Foods' market share has surpassed Wahaha's, making it the food company with the largest market share in the country. Overnight, they caught up with Wahaha. Their 'buy one get one free' marketing strategy is refreshing. Currently, all of Jiaming Foods' beverages are participating in the 'buy three get one free' promotion, while their small canned goods are currently on a buy three get one free promotion."
The news swept through the entire industry like a tornado. Such a marketing campaign is definitely worthy of being recorded in the history of beverages. Its scale and speed left people no time to react.
Wahaha is now faced with a choice: can it come up with a marketing plan similar to this kind of event? If it can't, then there's no point in following up. There's another option: to directly copy Lu Feng's plan!
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