The White Rabbit and Jacques Race

●Case Study

This case is naturally reminiscent of the fierce battle between Coca-Cola and Pepsi, one has history and authority, the other is young and fashionable. During the discussion of this case, some users of the CEConline website supported the White Rabbit, while others were optimistic about Jacques, but more people believed that the two could develop together in the candy market by virtue of their differentiated positioning. .

Party A: Big White Rabbit has a more stable position

Big White Rabbit has a history of more than 40 years, has a good reputation among consumers, and has many supporters. "Happy Sword" of a startup company said: "From the perspective of brand appeal, quality stability and channel pertinence, I am still optimistic about the white rabbit."

The advantages of the white rabbit The advantages of the white rabbit One of them is brand power. The brand has grown through generations and has deep roots. The "north wolf" of a group in Tianjin is convinced: "The 40-year-old brand of Dabai Rabbit cannot be easily disintegrated by competitors overnight." Rabbit's brand maintenance has always revolved around the essence of creating value for consumers, focusing on content rather than form. It has a set of concepts, principles and operational procedures that support the sustainable development of the brand, which is an essential quality for a century-old enterprise.

The second advantage of the White Rabbit is its excellent quality. A company's "Jonsen" is optimistic about the White Rabbit, because it has always adhered to the principle of quality first, and quality is the primary factor in occupying market share. "Liu Guomin" of a Wuhan Electronics Co., Ltd. believes that users may be influenced by advertisements when they start to choose products, but to maintain a stable customer group for a long time, the best trick is product quality, because in this era, we serve are not blind followers.

The third advantage of White Rabbit is its channel management. "Happy Sword" believes that the management of channels is the wealth accumulated by the White Rabbit. The trust and stability of distributors are all new brands that need to invest resources to cultivate, and smooth channels cannot be achieved in a day.

Areas for improvement Big White Rabbit needs to keep old customers and attract new customers. It needs to work hard in both product innovation and market development.

On the product side, there is room for improvement in White Rabbit, both in taste and packaging. An electronic company's "Electromagnetic Music" believes that if the White Rabbit can continue to innovate following the needs of consumers, then the White Rabbit should be the No. 1 in the toffee market. A laboratory's "Shi Gongwei" suggested that in order to develop the wedding market, the white rabbit can try novel and bright packaging.

In addition, we must strengthen market development. A company's "wildolive" said in the discussion that after the image of the white rabbit has changed, people under the age of 35 are very welcome, and the market has responded well, which shows that it is necessary to actively cater to consumers.

Party B: Jacques has more potential

The white rabbit has deep roots in the industry, but it is not unshakable. In this case, the new brand Jacques has also won many supporters.

Advantages of Jacques One of Jacques' advantages is that consumers are positioned at young people and are full of the flavor of the times. "ylyn" of a company in Zhejiang believes that Jacques's consumer group is mostly young people, and its product packaging is changeable and has the flavor of the times, which has obvious advantages over the monotonous packaging of the white rabbit.

Combining with the nutritional habits of modern people, emphasizing the concept of health is also a major advantage. "ylyn" believes that Jacques products are positioned as innovative, sports and healthy vitamins, which have certain advantages over White Rabbit.

Also, Jacques's marketplace works very well. "Silver" of an electrical appliance company in Tianjin believes that, compared with Jacques, the market response strategy adopted by the White Rabbit is obviously passive, which is a manifestation of the lag in corporate strategy and a fundamental difference in the development potential of the company.

He believes that from the perspective of market operation, Jacques' control of potential consumer groups and channels will bring increasing pressure to the white rabbit market. If the White Rabbit still cannot shift its focus from the enterprise itself to the consumer, and use the consumer as the guide for the choice of the enterprise's development direction, it will face the reality that the consumer group is gradually shrinking.

What needs to be improved Whether it is support for the white rabbit or optimistic about Jacques, it is mentioned that Jacques needs to improve its quality, which involves the sustainable development of the brand. "Lilac" from a university in Xi'an said in the discussion: "Its taste is not as good as imagined, the fruit taste is not very pure, and the quality needs to be improved." According to the analysis of "lindachq" of a logistics company, Jacques's advertising design and celebrity effect are Its key point to expand the market, but Jacques doing so will increase consumer expectations to a certain extent, so in essence Jacques should pay more attention to the in-depth development of its products and build consumer loyalty to the brand.

In addition, Jacques should also pay attention to cash flow issues. "Robert Yang" from a technical service company believes that Jacques' rapid expansion is based on high costs, high advertising investment and extensive sales channels. Development has greatly increased the cost of sales, so he reminded Jacques to pay attention to the frequency of advertising investment.

Neutral: Both have a market

Among the participants in this discussion, more people believe that the White Rabbit and Jacques have their own strengths and weaknesses, and both are like Coca-Cola and Pepsi, both of which can obtain relatively stable prices. market status.

A real estate consulting and planning company in Henan believes that the era of personalized consumption has arrived, and both White Rabbit and Jacques have the opportunity and space to be recognized by consumers. As long as both companies have made clear strategic plans, Then they can succeed in differentiated market positioning. He suggested: "The White Rabbit must actively adapt to changes in the times, markets, and customers, and innovation in product technology, marketing methods, etc. is the lifeblood. Jacques needs to have a stable, comprehensive, and systematic development mentality, and clearly identify with the White Rabbit. Differentiated value, winning the market is not a small probability event."

"fangjq" of a biotechnology company suggested that what the big white rabbit should do is to be like Coca-Cola, not only insist on the stability of quality and brand, and establish an authoritative standard of taste , and actively develop the series product family, integrate fashion elements, and extend its tentacles to more similar fields. What Jacques wants to do is to be like Pepsi, not only trying to imitate the taste characteristics of the white rabbit that attracts customers, but also actively creating new taste trends. That is to say, White Rabbit must adhere to the principle of being classic and fashionable, while Jacques must adhere to the strategy of being fashionable and changing.

"fangjq" said: "Actually, Big White Rabbit and Jacques are not competitors in the same market segment, but partners in a large market category, each meeting the needs of consumer groups from different perspectives and providing multi-faceted audiences. product selection."

A "bluebook" of a network technology industry company even suggested that White Rabbit and Jacques could cooperate. He said that in today's social environment, it is impossible for any one to achieve a monopoly in the candy market. In order to gain more market share, only a diversified and differentiated product series can be used to meet the needs of the overall market. The disadvantage of this is that the enterprise front is stretched too long. He suggested that White Rabbit should join forces with Jacques to jointly deal with other brands, and eventually achieve a situation where a few big brands occupy different market areas.

This article was compiled by Marisa Wang. For more case studies and online discussions, please visit the CEConlines website (www.cec.globalsources.com).