Case study of VANCL

1 Virus E-Marketing

The Internet is the most important channel for consumers to learn. In terms of new brands and new products, the importance of the Internet is ahead of TV ads for the first time.

VANCL uses the way of advertising alliance to spread advertising all over the websites. Because of the trial strategy, the click through rate of advertising is relatively high. Because of the large area of E-marketing, the comprehensive marketing cost is relatively low, and the marketing effect and scale are far better than traditional media.

2 Experience marketing

A good brand experience (or a bad brand experience) is more powerful than a positive or negative brand image. VANCL uses the strategy of "VANCL trial cheerleading team" to get the new bra, charm bra, for free. Users only need to fill in the real information and mailing address to get the trial outfit. When consumers have tried VANCL products, they will comment on them and communicate with other potential consumers. Generally speaking, the communication is positive.

3 Word of Mouth marketing

Consumers' recommendation or suggestion to potential consumers can often promote potential consumers' purchase decisions. The overwhelming advertising offensive and the media's unfair public relations have made consumers' trust in traditional media advertising decline, and word-of-mouth communication has often become the most powerful marketing strategy for consumption. 4 Membership system

Similar to the Bertelsmann book club model, when ordering VANCL products, it will automatically become a VANCL member without paying any membership fee and annual membership fee. VANCL members can also receive DM magazine, which becomes the link of information transmission and two-way communication between VANCL and its members. The adoption of membership system greatly improves the sense of belonging of VANCL customers and shortens the distance between VANCL and customers.

From the above analysis, there are three aspects for VANCL to be promoted by the Internet:

A. It reduces the marketing cost.

B. Greatly improve the speed of brand market share.

C. Consumers' effective word-of-mouth to potential consumers through the Internet. From then on, I think the data and cases can cause a lot of thinking. On the one hand, it is how the traditional enterprises use the Internet new media tools to carry out effective marketing promotion according to the mentality of consumers.

Questions:

1. What are the purposes and means of E-marketing based on this case?

2. What are the most important roles of E-marketing in promoting VANCL performance?

3. What is virus marketing? How does VANCL use virus E-marketing to promote marketing activities?

4. What is the Word of Mouth marketing? If you are a marketing director of VANCL, how would you use the Word of Mouth marketing to promote marketing effect?

5. How to build the membership system of VANCL to assist the E-marketing?