We are all reborn, who wants to be the richest man?

Chapter 645 Reputation

"Germany equalized in extra time, Hong Kong men's football team missed its first win."

This is the headline of the Hong Kong media. Apart from regret, the rest of the article is affirmation of the Hong Kong team players.

"It's a pity, we could have defeated the powerful Germany and achieved the first victory of Hong Kong Island men's football team in the World Cup.

However, the competitive level shown by our players is worthy of recognition, and I believe that our Hong Kong Island men's football team has a bright future both now and in the future."

"Did they underestimate the opponent or the opponent's strength? In any case, the German team must think carefully about the next step if they want to defend their title."

This is the headline of the German media, which is not very satisfied with the result of the first match of Group C of the World Cup group stage that just ended.

"In the opening match of the World Cup that just ended, I'm afraid the German people, who were full of confidence, would not have thought that the final result would be like this.

We all knew before the game that the Hong Kong Island team was not to be underestimated, but no one expected that we would be the weaker side while they had the advantage throughout the game.

This is certainly a reflection of the strength of the Hong Kong men's football team, but I think the German team's coaching staff is the biggest failure of the game.

We can see that the coaching staff of the German team did not specify any specific tactics for the two full-backs of the Hong Kong team, allowing them to wreak havoc throughout the field.

I couldn't believe my eyes. Carlos and Cafu appeared on TV more times than all the players on the two flanks of the German team combined.

There is also the opponent's midfield core Wang Xing. We are all familiar with this Leverkusen midfield core. His passing and organizational abilities are obvious to all of Germany.

But what? No one was specially assigned to keep a close eye on this dangerous player, allowing him to play to his heart's content on the offensive end. This was also the key to the Hong Kong Island team's dominance over the German team throughout the game.

The German team, especially the German coaching staff, can no longer be so casual. We are in Group C, the group of death, and we must be cautious in every game, even against Bolivia, which is recognized as the bottom of the group."

"A new force on the World Cup stage, the Hong Kong Island team may be the biggest dark horse of this World Cup."

This is reported by the mainstream media in other European countries. The media in all countries are saying one thing, which is to be careful of the Hong Kong Island team.

“The strength of this Hong Kong Island team should never be underestimated, and its performance far exceeded general expectations.

An in-depth analysis of the game content shows that they have demonstrated strong strength and potential to reach the top four.

Their sophisticated tactical execution, tacit teamwork, and keen insight into the situation on the field all indicate that this team is by no means an ordinary team and is fully capable of shining on a higher level of competition."

2-2, this is the result of the World Cup opening match.

Although the two sides shook hands and made peace in the end, everyone who watched the game knows that the defending champion German team, which was stronger on paper than the previous session, was actually the passive party.

If Klinsmann hadn't equalized the score with an incredible header in the last minute, the first game of this World Cup would have ended in an upset.

However, this is not an accusation against the German players for their poor performance, but the strong strength shown by the Hong Kong Island team is indeed impressive, and its potential competitiveness and outstanding performance cannot be ignored.

Although they may lack dazzling star players in some key positions, every member of the team is an outstanding player with extraordinary strength and tough style.

These powerful players not only have outstanding personal abilities, but are also good at seamlessly connecting with several brilliant stars in the team to form tacit cooperation.

It is this spirit of unity, cooperation and complementary advantages that makes this Hong Kong Island team full of infinite possibilities and expectations in future competitions. Its potential is remarkable.

Of course, in addition to the passion and competitive charm of the football match itself, this quadrennial event is undoubtedly also closely linked to the business field, forming an inseparable symbiotic relationship.

The World Cup is not only a carnival that sports fans around the world look forward to, but also an excellent stage for commercial brands to demonstrate their strength, expand markets and deepen brand influence.

Major sponsors, advertisers, and media platforms have taken this opportunity to transform the influence of the event into tangible economic effects through innovative marketing methods and high investments, further promoting the deep integration and development of sports and business.

"Our marketing plan can be launched."

At the Far East Group's Zijinhua headquarters, following Luo Nianzhong's order, the heads of each group puffed out their chests.

There are many brands sponsoring the Far East in this World Cup, but the most proud one is the beer sponsorship rights snatched from Budweiser.

In the 1986 World Cup, Victory Beer Group used the topic of the Argentina team to cause Budweiser, the beer sponsor of that World Cup, to suffer a major setback.

A lot of money was spent, and the amount of funds invested increased significantly, far exceeding any previous period.

However, the results achieved were not comparable to those of San Miguel Brewery Group and seemed somewhat unsatisfactory.

In the 1990 World Cup, Budweiser once again won the World Cup beer sponsorship seat at a high price of 3100 million US dollars.

But what is Budweiser to the Italians, the host country? We drink Padre and Hoegaarden. Budweiser has once again been tricked by San Miguel Brewing Company in marketing.

For Europeans who love romantic atmosphere, there are many joys in the world that can touch the soul more than mellow beer, such as a date with a loved one.

In these romantic encounters, every moment spent together transcends the richness of the drink itself and becomes the sweetest and most precious moment in life.

According to statistics, Italians enjoy an average of fifteen dates per month, while the French go on even more dates than that, demonstrating a more active pace of social and romantic life.

In this case, San Miguel Beer is scratching the itch of Europeans and accurately capturing their preferences.

Compared with young celebrity models, what other objects can make men look forward to and be excited about dating? Their radiance and charm are undoubtedly fascinating.

So San Miguel Beer teamed up with hundreds of global actresses and models, and as long as you drink San Miguel Beer, you will have the chance to go on a one-day date with one of them.

As soon as this promotional marketing came out, all the men in Europe went crazy. Even Budweiser's native United States was not spared. Consumers once again forgot that Budweiser chose the beer brand under San Miguel Brewery Group.

Budweiser paid a high price for the World Cup naming rights, but in the end, it was the various beers under San Miguel Brewery that people remembered.

So at this year's World Cup, faced with the high price of $3300 million from San Miguel Brewery, Budweiser chose to give up the competition.

At the Budweiser headquarters in St. Louis, Missouri, the United States, August III of the Budweiser family was proudly boasting to his subordinates about how right and wise it was for Budweiser to give up its sponsorship of the World Cup.

"Look, what good is it to win the World Cup sponsorship? The effect is almost the same as our marketing.

I also want to thank San Miguel Brewery Corporation, whose strategies I have learned a lot from over the years."

San Miguel Brewing Company's promotional work before the World Cup was indeed somewhat mediocre, which disappointed the marketing industry that had been paying attention to this company.

However, what no one expected was that the Far East Group actually chose to develop its strength in the mid-term, which is unprecedented in the history of world sales.

Generally, when a company wins the position of World Cup sponsor, it will start promoting it half a year in advance, and some will start two months before the start of the game, but the Far East Group does not play by the rules. Just when August was in high spirits, the secretary pushed open the door and walked in.

"Boss, there is new development on the Far East World Cup marketing that you asked me to pay attention to."

"What tricks did the other party use?"

Although August seemed very proud just now, he was still quite nervous inside because of the new tricks of the Far East Department.

A person's reputation is like the shadow of a tree. He has been scared of San Miguel Beer over the years.

"This is the specific plan, take a look."

After taking the document handed over by the secretary, August shouted "How dare they?" after reading it.

What is the big move of the Far East Group? It launched two packages.

One is the World Cup Visual Exclusive Package, which bundles together a number of electronic home appliances such as televisions, game consoles, and laptops for a promotion.

But this has nothing to do with Budweiser. Even if you sell it for one dollar, it will not affect Budweiser. What surprised Augusta was another thing.

The World Cup all-you-can-drink package includes beer, drinks, snacks, etc., and the quantities are very large. The lowest level package contains 180 bottles of beer.

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Two packages are nothing, the key is that they are free.

According to the regulations, for consumers who purchase these packages, the prices of all products will be halved as long as the Hong Kong men's football team reaches the semi-finals.

If the Hong Kong men's football team makes it to the finals, then congratulations, all fees will be refunded and you will get these products for free.

These products are already much cheaper when bundled together, and now there is a chance to get them for free.

Although 99% of people have no hope for the Hong Kong men's football team to enter the finals, what if? Aside from rabbits, isn't a football round?

Moreover, judging from the content of the first match between Hong Kong Island and Germany, the Hong Kong Island men's football team is not without the strength and possibility to enter the semi-finals. This can be seen from the fact that many bookmakers have reduced the odds of the Hong Kong Island men's football team entering the semi-finals to 4.86.

It’s half price, so you can save a lot of money.

This is also the reason why the Far East Department waited until the World Cup started before making any efforts, just to wait for the results of the game.

If the Hong Kong men's football team has a promising future, they will become the target of publicity.

If the German team beats the Hong Kong team and shows dominance, the target of publicity will become the German team, one of the biggest favorites, and then winning the championship will be free.

Does this marketing case sound familiar to you? During the 2018 World Cup, a brand used this method to increase its sales several times, and it was called one of the most successful marketing cases of the World Cup.

But they themselves couldn't believe it, and in the end the French team actually won the championship, which also caused a lot of trouble.

“I don’t know much about football, but I know a little about marketing.

I don't understand why you let San Miguel Brewery win the sponsorship of this World Cup at a high price. Wasn't the previous strategy good? "

When Chris got home in the evening and was in a hurry to have dinner after finishing work, he couldn't help asking questions while sitting at the dining table.

"This question is very simple. It requires a word, called reputation."

"Reputation?"

"That's right. What is the marketing logic for a brand to grow? You must first increase brand awareness. If no one knows your product, then everything they say is nonsense.

Then there is loyalty, which means that customers who use your product will continue to buy it over and over again.

The last one is reputation, which means consumers not only buy your products, use your products, but also recognize your brand."

“Isn’t it recognition if I keep buying your products?” Luo Laosi, who was standing aside, was again at a loss for words.

“Recognition and buying all the time are not the same thing. Some people buying your products does not mean they recognize your brand, they may just buy it because it is cheap.

If conditions permit and there are other options, he may decisively abandon your brand.

If you want to avoid being abandoned, you must make consumers feel that your product is irreplaceable, and that more expensive and better products are not as comfortable to use as yours. This is reputation."

Seeing that everyone looked like curious babies, Luo Nianzhong smiled slightly and planned to talk to them more and act as a teacher.

"Take the San Miguel Beer promoted by the San Miguel Brewery Group this time as an example. We are well-known in Asia, and we also have a certain market in Europe and the United States. Most of these customers are loyal consumers for some reason, so we need their recognition at this time.

If one day, San Miguel Beer raises its prices in Western markets, will it still have the same market share as it does now?

Price war is a powerful sales tool, but it is by no means the ultimate goal.

Just like the celebrity endorsements we often see, this is the most common way to increase reputation, using the image of celebrities to shape the product's own image.

What is the connection between celebrities and banks? Can they help you make money? But why do banks still look for celebrities to endorse their products?

This is how banks shape their product image. For example, a star with a tough image that gives people a safe image, isn't this related to banks? Safety.

However, there are always risks of varying degrees when it comes to finding celebrity endorsements. No one knows when the celebrity’s reputation might suddenly fall from grace. In order to avoid these risks, one must look for IPs with greater, more lasting influence and lower risks to bind with.

Is there any other project with greater lasting influence and less risk than IPs like the World Cup and the Olympics? "

"For example."

"Da da" Just as Luo Nianzhong was about to continue, the sound of two chopsticks tapping was heard.

"You can chat about work after dinner. It's dinner time now. Even if you are not hungry, the children still need to eat."

In fact, Luo Wang Yunhua did not forbid people from talking about work at the dinner table, but it would not do if her eldest grandson and granddaughter were hungry.

In such a large family, no one else can move unless Luo Nianzhong, the head of the family, gives the order and starts picking up his chopsticks. That's the rule.

"Okay, I'll listen to Mommy and eat first."

(End of this chapter)