Another bottle, please?
The marketing manager was somewhat surprised, but he nodded nonetheless, secretly wondering to himself that President Lu had already made his decision. Sometimes he felt that he was completely dispensable, since President Lu never allowed anyone to change the marketing plans he set; all they had to do was execute them.
Lu Feng returned to his office and took out the "One More Bottle" proposal. Looking at the proposal, he felt a little emotional. Lu Feng had brought it to market more than ten years ahead of schedule. Back then, the major beverage giants were engaged in a price war, and people drank "One More Bottle" until they were sick of it.
Opening a bottle each time feels like playing a scratch-off lottery, like gambling, giving you an indescribable surprise. This marketing strategy is definitely a pinnacle in beverage history.
Zhang Fengxia brought in a large stack of folders after organizing Wahaha's marketing materials, placed them on the table, and asked, "Do you want to see these?"
"What is that?"
"Some details of Wahaha's business marketing that we have collected."
"I'm not going to look at it anymore, it's useless."
“I think your chances of winning are really slim. They have at least 40 million in cash prepared. They could crush you with money. Right now, you just need to play it safe. No one can make you go bankrupt in three to five years. Sometimes, being conservative is the best offense.” Zhang Fengxia put her hands on the table and said, “This is what my teacher, Pete, told me. He said that 90 percent of businessmen in this world kill themselves.”
"So that's why I produced a student like you." Lu Feng stood up and said, "In my world, there is only offense, always charging forward. Go to the conference room."
Watching his departing figure, Zhang Fengxia felt a mix of emotions. There were only two possible outcomes for Lu Feng: either he would become a legendary figure, or he would fade away like a shooting star.
Inside the meeting room, the deputy director was no longer visible. Gao Zhiwei introduced the situation, including the production status of the factory in Zhengzhou. Manager Li explained the fund allocation situation, and the marketing department reported on the current situation in several provinces. In short, the selected provinces were located between the north and south, which can be understood as a commercial competition centered around Huaihai.
"The latest products will all be distributed to major factories the day after tomorrow to expedite production and distribution. This 'buy one get one free' promotion is targeted at provinces where Wahaha is running promotions, aiming to increase the winning rate. My requirement is a winning rate of two out of three bottles. I've calculated the profit margin, and it's around 10-15%. At the same time, advertising needs to keep up."
"Initially, make large banner advertisements and wall lettering. Paint the advertisements onto the walls in the village. Lower the price of small cans and implement a buy-three-get-one-free promotion at the retail level, directly targeting banquet tables in rural areas."
"Fourteen million. I want you to spend ten million within a month. He chose Anhui, Hunan, and Shandong, right? We'll mainly focus on these three regions for market expansion." Lu Feng said to the marketing manager, "If we throw in this ten million with such a huge discount, and our market share in these three provinces is suppressed by the other side, all the marketing managers of the seven factories will be fired. If we can't increase our market share in cities, we'll go for the rural markets."
“Our products have been copied a lot lately. Jiaming Cola is about to be launched, so be careful!” Lu Feng looked at Gao Zhiwei and said, “You’ve spent so much money hiring lawyers, don’t just sit around doing nothing.”
“We’ve been filing lawsuits recently, but we’re still arguing about the jurisdiction. They say it should be in Hangzhou, and we say it should be here. This matter is going nowhere anytime soon. They’ve sued us 37 times, and quite a few other companies are suing us too. I talked to the legal department yesterday, and there are over a hundred cases in total.” Gao Zhiwei looked helpless, which shows how bad the situation was. It’s estimated that Jiaming Foods is probably the only company in the whole country facing this problem.
"If you have too many lice, you won't be afraid of them biting. The most important thing now is the market. In the local market, we'll have another 'buy one get one free' promotion, but we'll lower the winning rate a bit." Lu Feng took a deep breath, silently calculated in his mind, and said, "Keep it around 40%, and be mindful of costs."
The two companies are now completely enraged. According to some newspapers, they are fighting to the death, using every means at their disposal. If one side loses, it will quickly acquire market share and gain an absolute advantage, suppressing the other side's development for at least three to five years.
Jiaming Foods, on the other hand, is a company embroiled in lawsuits. It is like a sapling in a storm, dangerous but not falling. Many newspapers have even publicly questioned who is behind Jiaming Foods.
Wahaha's marketing campaign has been underway for three days and has received a very positive response in the market. Sales have increased by 29% in three days, a figure that has surprised everyone. Some predict that after Wahaha burns through tens of millions of yuan, it will not only be able to crush Jiaming Foods, but also increase Wahaha's market value to 500 to 1 billion yuan.
Last year, Wahaha's sales exceeded 100 million yuan, and its market valuation was 270 million yuan. If the prediction is true, it will achieve a five-fold increase in value this year, which is too fast.
It's absolutely unprecedented; whether anyone will follow in its footsteps is anyone's guess.
Some people interested in business are waiting for Jiaming Foods to make a move, and even some professors who study business are waiting. However, they are not optimistic about Jiaming Foods at all, and even scoff at it.
Even Gao Zhiwei, Zhang Fengxia, and the others who knew Lu Feng's entire process were somewhat suspicious. The scheme was too simple; it was just about delivering drinks.
When the first batch of products was delivered to the market and appeared in various small shops, supply and marketing cooperatives, and street supermarkets, around nine o'clock in the morning, a young man walked into a supermarket wanting to buy a few bottles of drinks.
"Buy this, there's a prize for it."
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