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    Home > Coatings News > Paints and Coatings Market > Marketing: Coatings marketing: the public welfare marketing of coatings enterprises from the perspective of ice bucket challenge

    Marketing: Coatings marketing: the public welfare marketing of coatings enterprises from the perspective of ice bucket challenge

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: Recently, a "ice bucket challenge" public welfare fund-raising activity has spread from abroad to China This activity was first initiated by Bill Gates, cook and other celebrities, passed on in the form of challenges, and then introduced into China After Xiaomi chairman Lei Jun accepted the ice bucket challenge, Liu Dehua was invited to accept the challenge This kind of situation, which seems to use the relationship chain for information dissemination, is actually considered as a kind of recessive marketing means After accepting Lei Jun's challenge, Andy Lau, to some extent, made a free advertisement for Xiaomi's products In addition, other stars and tycoons Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Paint Home News: Recently, a "ice bucket challenge" public fund-raising activities from abroad to the domestic fire This activity was first initiated by Bill Gates, cook and other celebrities, passed on in the form of challenges, and then introduced into China After Xiaomi chairman Lei Jun accepted the ice bucket challenge, Liu Dehua was invited to accept the challenge This kind of situation, which seems to use the relationship chain for information dissemination, is actually considered as a kind of recessive marketing means After accepting Lei Jun's challenge, Andy Lau, to some extent, made a free advertisement for Xiaomi's products In addition, the challenge invitation from other stars and corporate tycoons can also achieve this kind of publicity effect From this challenge, people may pay more attention not to the amount of donations, but to which star the corporate tycoon invited and whether the star accepted the challenge In this way, the use of Star Ice Bucket challenges to drive enterprise information dissemination has evolved into a disguised marketing model From its own point of view, the essence of "ice bucket challenge" is an activity of publicizing public welfare activities and collecting donations by using the relationship chain However, when it is spread to China, some enterprises will not be excluded from the psychology of publicizing products by using this public welfare activity In recent years, with the progress of society, people pay more and more attention to the vulnerable groups and social public welfare activities Many enterprises borrow public welfare activities, promote products and establish the company image, and the public welfare marketing of enterprises emerges as the times require Public welfare marketing is a marketing mode with product sales as the goal and public welfare activities as the carrier From the intention, the purpose of public welfare marketing is product marketing, but it is not only product marketing It is to realize the social responsibility of the enterprise, establish the brand of the enterprise, and then let consumers recognize the product while doing public welfare activities Public welfare marketing is to attract new customers, influence the market, increase product sales and strengthen positive brand identity through related marketing activities The typical successful cases of coating industry are libon and cabaret In 2009, Nippon launched the public welfare activity of "color for love" "Color for love" is a public welfare project cooperated by Nippon (China) and China Youth Development Foundation It is an important platform for Nippon to spread color education Through color, hope is transmitted to children in poor mountainous areas, people's cognition of traditional architectural color is changed, and the hope primary school and happy art classroom of Nippon are continuously established, and people's attention and help in poor areas of China are continuously paid Education, and finally the establishment of a long-term concern for the love platform Through libon's "color for love" public welfare activities, many people have known libon as a paint brand In this process, libon not only realizes the social value of the enterprise, but also makes libon's sales network spread across many regions of China, making many consumers recognize libon's brand, laying a solid foundation for sales Coincidentally, Carpoly has also been committed to China's public welfare Since the first shot of public welfare activities was launched in 2004, it has been 10 years since the activities were launched, and in 2011, it established the foundation Over the past 10 years, Carpoly has donated tens of millions of yuan to nearly 10000 poor students in more than 20 provinces across the country With the development of donation activities, the brand image of Carpoly "make the family beautiful, let love rest assured" is also deeply rooted in the people's hearts Of course, the public welfare marketing is not easy to come by To do a good job in public welfare marketing, coating enterprises must follow some principles to do a good job in public welfare activities 1 Principle of Relevance: coating enterprises should select relevant public welfare activities according to the social image of the enterprise, and strive for the participation of a wide range of the public, so as to maximize the use of the results of the activities Paint enterprises should choose some themes closely related to people's life, such as children's education, sports and health, environmental protection, etc., so as to win wide participation, and through the choice of these themes, close to the people's feelings, caring for the people's feelings, and finally widely recognized by the society 2 The principle of balance public welfare marketing must take public welfare activities as the carrier to achieve the goal of product marketing Therefore, we must find a proper balance between public welfare and interests to achieve a win-win situation In the public welfare marketing, coating enterprises should carry out appropriate commercial operation, find a good balance point, carefully plan and consider Only when we plan carefully and grasp it properly, can we make the enterprise avoid becoming a "nameless hero", produce commercial benefits equivalent to the public welfare investment, and make its "good deeds" get due returns 3 Systematic principle public welfare marketing is a long-term business strategy behavior, so it is necessary to regard public welfare marketing as a kind of enterprise strategy for systematic organization When the strength of the enterprise allows, the coating enterprise can include the public welfare activities into the enterprise strategy Through the formulation of the public welfare activities strategy, it can establish the corresponding organizations, establish a perfect and standardized management system, systematically, globally and continuously operate the public welfare activities, and finally obtain the high recognition and continuous attention of the government, media and consumers According to Xiaobian, with the development of society, the awareness of consumers and the increasing demands of enterprises themselves, public welfare marketing will be an effective means for enterprises to get close to and integrate into the society, and will be increasingly favored by enterprises Consumers recognize enterprises through public welfare activities, pay attention to enterprises and identify products at the same time, and then play a kind of moistening effect Therefore, coating enterprises should regard public welfare not only as an activity, but also as a part of strategy and an important part of corporate culture While doing good deeds, they should also make their own enterprises develop better and faster Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,
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