After careful investigation, Baolida created a new crispy snack, named "Jiajia", when it was listed, with its strong publicity, it caused a sensation, and there was a popular craze for crispy food in Taiwan.

"Jiajia" originally thought that it was the first and guided the consumption trend, and the prospect is optimistic. Unexpectedly, due to the mistake of marketing decisions, after a sensation, the market shrank; Due to the sluggishness of the response, it was finally "obediently" squeezed out of the market. The reason why it ended up like this is because "Jiajia" has had three major crises lurking since the beginning of its listing:

(1) Distorting the object of consumption. "Jiajia" is sold to teenagers, especially young men and women in love, and even includes lovelorns, and also brings a sentence in the advertisement: "Lovelorn people love to eat Jiajia". Originally, the main focus on men and women in love has narrowed the scope of consumption, and it is easy to lose general consumers; Coupled with that unfortunate advertising slogan, who wants to be suspected of being a "lovelorn" for no reason? If you don't want to spend money to buy it, who will?

(2) There is a deviation in taste. Since "Jiajia" takes "lover's mouth" as the object of pursuit, it should be considered that both men and women in love like sweetness, and the snack used as a small snack to talk about while eating must be adapted to this consumption environment. However, it is made into a "curry" flavor, the curry is spicy, easy to start a fire, and makes the mouth dry, and it is doubtful that lovers will buy it again after eating it once.

(3) Improper packaging. In order to meet the customer's desire to buy once (for convenience), "Jiajia" is listed in large packaging. However, most consumers have a "try it" mentality for new products, just want to buy a little and try it, and are rarely willing to spend money to buy a large bag of countless things in their hearts.

The three major marketing mistakes of "Jiajia" are obvious. There is no shortage of talents in Baolida company, and supervisors at all levels are not unaware. But why not correct it in the shortest possible time?

The reason is that the revision of marketing decisions is bound to involve the interests of various departments of the company, which requires an objective and fair leader to choose a good policy and make a decision at the right time, but unfortunately Baolida did not have it at that time.

Market competition waits for no one, it is about the survival of the fittest, ruthless. When the crisis of "Jiajia" is deepening, it is the day when "obediently" takes advantage of the situation to attack. After analyzing the three major mistakes of "Jiajia", it formulated three marketing strategies that are-for-tat:

(1) Clarify the target of consumption. "Obedient" firmly regards children as its sales target, and based on the benchmark that children are quick to respond to snacks and are the most likely to make impulse purchases, they say bluntly in their advertisements: "Eat happily!" Eat happily! "Think about it, what child doesn't want to be happy? What parent doesn't want their child to be happy? This advertising slogan happens to be closely related to the expectations of consumers, and it is natural to leave a deep impression on consumers and easily trigger their desire to buy.

(2) Conform to consumer tastes. "Obedient" emphasizes the sweetness while strengthening the fragrance and crispiness, and strives to be sweet but not greasy. This not only makes children love to eat, but also lovers and men and women, especially those who have tasted the spicy taste of curry. This has invisibly expanded the scope of consumption for "obediently" and seized the market of "Jiajia".

(3) Exquisite packaging. "Obedient" is different from "Jiajia", and is deliberately listed in a small package. It is completely in line with the psychology of most consumers to "buy a little and taste it". And the packaging is small, the portion is small and easy to leave a good impression, especially after the child eats a pack, there is still sweetness in the mouth, of course, you have to shout "buy again". Small packages have become a promotional tool to induce repeat purchases.

"Obedient" is precisely taking advantage of the potential crisis of the opponent to take advantage of the situation. It makes the opponent's crisis clear, makes the opponent's marketing mistakes more prominent, and prompts the opponent to mess up. By the time the opponents agreed on the agreement and started to start, "obediently" had already firmly occupied the market.