On June 29, 2023, Xu Wei, Chairman of HeyGears Consulting Group, made an on-site release for the brand competition strategy of Baishui Dukang Thirteen Dynasties. The first in the country to mention the category strategy of "Lao Qingxiang", and released a new brand image and new products. Baishui Du Kang is the old fragrance of the Thirteen Dynasties, and Shaanxi represents the wine sea aging.
Foreword: Reviving Du Kang to win glory for the country.
Baishui Dukang is a brand that Chinese people are familiar with. In the glorious period of Du Kang, the annual sales of the three Du Kang exceeded that of Wuliangye;In the glory days of Whitewater Dukang, the annual sales of one of them were equivalent to the sum of the other two.
Speaking of the origin of these three Du Kang, we have to start from 1972. Japanese Prime Minister Kakuei Tanaka visited China, and China and Japan officially resumed the normalization of diplomatic relations. At the farewell banquet, Prime Minister Tanaka said, "The only wine in the world is Du Kang." But I didn't have a chance to taste it, and I hoped to drink Du Kang. * immediately promised to meet the wishes of the prime minister, and on the same day, after reporting to *** and obtaining ***'s consent, he issued a call for "reviving Du Kang and winning glory for the country".
Subsequently, the production of Du Kang liquor was resumed in Baishui County, Shaanxi Province, where Du Kang was born, and Yichuan County and Ruyang County, where he lived, and the Baishui County Du Kang Distillery, Yichuan County Du Kang Distillery and Ruyang County Du Kang Distillery were established respectively, but none of them were registered trademarks and were only used as specific names for the wine. Later, the Ministry of Light Industry, the Ministry of Commerce, the State Administration for Industry and Commerce, Shaanxi Province, Henan Province and other units fully coordinated for many times, and reached an agreement: the "Du Kang" trademark was registered by the Yichuan County Du Kang Distillery, and during the validity period of the "Du Kang" trademark registration, the Du Kang Distillery in Yichuan, Ruyang and Baishui counties jointly used it for a long time free of charge.
Since 2001, Yichuan County Dukang Distillery and Luoyang Dukang Holdings have ignored historical facts and appealed many times in many places across the country on the grounds that Baishui Dukang constituted trademark infringement. In June 2013, WhiteWater Dukang re-registered the four-word "WhiteWater Dukang" with the same size. In June 2016, Baishui Dukang Company renewed the same trademarks of "Baishui Dukang" and "Da Dukang and Xiaobaishui". Until June 2019, under the coordination of the Supreme People's Court, the two Dukang companies respected history, shook hands and made peace, and worked together to make their respective contributions to the promotion of Dukang, a Chinese national brand!
After understanding this history, we have roughly outlined the development of Whitewater Dukang after 2000.
1. From 2001 to 2019, it was a difficult period for Baishui Dukang, during which the theme was "trademark disputes, continuous internal friction". The problems faced by Whitewater Dukang have changed from anti-slip to survival to existence. In the situation of unclear and precarious future, opportunism is rampant, brand leasing, authorized operation, OEM copycats, etc. emerge in an endless stream, exhausting all the fish, which greatly consumes brand equity.
2. From 2020 to 2022, it will be the nirvana period of Baishui Dukang, during which the theme is "Brand Maintenance, Exploration and Adjustment". The dust of the trademark dispute has settled, and the Baishui Dukang brand has entered the maintenance period. The awareness of brand protection is gradually strong, the implementation of strategic contraction, reduction of product barcodes, adjustment of category tracks, sorting out product lines, optimizing market layout, expanding brand publicity, and the vitality is recovering.
3. In 2023, Baishui Dukang will usher in a period of revival, and the brand will start anew. After three years of the pandemic, China's economy has begun to recover, and it will usher in a better period of development after the new competitive strategy, new category strategy, new product strategy, new positioning strategy, new communication strategy and new organizational strategy of Baishui Dukang are finalized.
For the external brain, at a glance it seems to be full of problems that do not conform to the logic of the industry and the original cognition, but after combing the development process of the enterprise and gaining insight into the business logic of the enterprise, we find that everything seems to be an inevitable choice in the historical process. The antecedents don't matter anymore. Most of the problems are foreshadowing during the difficult period!Most of all the good things are the sparks left behind in the Nirvana period!The important thing is that HeyGears Consulting can be fortunate to participate in the brand revival of WhiteWater Dukang, and what can it really bring to WhiteWater Dukang?
1. Create a competition formula: drive brand revival with category revival and deal with competition in four dimensions.
On May 7, 2023, the "Brand Competition Strategic Cooperation" project signed by Shaanxi Dukang Liquor Group and HeyGears Consulting Group during the "Baishui Dukang Brand Strategy Seminar" in Sanya officially set sail at Shaanxi Baishui Dukang Distillery. Wang Yongsheng, President of Shaanxi Dukang Liquor Group, Wang Qianyi, Assistant to the Chairman, Zhang Cai, Sales Manager, Wu Chaogang, Director of the Administrative Office, etc., as well as Xu Wei, Chairman of HeyGears Consulting Group, Na Fan, Deputy General Manager, and the consulting group participated in the Sailing Event.
In the interviews and research after the launch of the project, we found that the obstacles to the development of Baishui Dukang mainly focused on the contradiction between the brand and the product. First, Baishui Dukang "sold brands" more than "sold products" in the past;The second is to authorize the brand to make more strong fragrance and the ontology brand to make more fragrance;Third, the sales volume of OEM filling products is greater than that of the manufacturer's own products;Fourth, there are many negative perceptions of OEM filling products, which greatly affects the growth of manufacturers' self-operated products. As a result, Whitewater Dukang faces a complex competitive situation on four levels:
First of all, in the brand battle, Baishui Dukang vs Luoyang Dukang. There are many consumers in China who do not know enough about the origin of the two Du Kang, who is authentic, what is the difference, etc., and do not have a full understanding.
The second is the category dispute, Baishui Dukang vs Fenjiu fragrance. The core production area of Daqingxiang is in Xinghua Village, Shanxi, and its representative is Fenjiu. In front of Fen Boss, how can Baishui Du Kang dare to be called elegant and fragrant?
The third is the regional dispute, Baishui Dukang vs Xifeng Fengxiang. The revival of Baishui Dukang's brand lies in the rise of the manufacturer's own products, and the sales scope is concentrated in Shaanxi
The fourth is the product dispute, Whitewater Dukang vs authorized brand. In the face of the licensing and OEM filling products that are blooming everywhere and swiping the screen every day, how can Baishui Dukang let the manufacturer's self-operated products establish authentic brand awareness, so as to emerge?
The four dimensions of competition determine the four planning logic of Baishui Dukang's brand competition strategy. The first is to benchmark Luoyang Dukang: to clear the brand category recognition value;The second is to benchmark the authorized brand, and establish the awareness of the old manufacturer;The third is to compete against the benchmark region and create a differentiated competitive advantage of the brandThe fourth is to benchmark its strains, and unify brand empowerment and credit endorsement.
Coincidentally, the four major planning logics all point to one key word - category. Brand identification by category, cognitive differentiation by category, differential competition by category, and credit endorsement by category. There is no category of unnamed wine, and hot categories are against big brands.
Coincidentally, the leaders of Whitewater Dukang have deployed the "Old Qingxiang" product. However, at present, Baishui Dukang "one door and five tiger generals", there are old fragrance products, as well as fragrance type, elegant type, Du fragrance type, and strong fragrance products, etc., "old fragrance" should become the main body of the category, should be in the leading position.
Therefore, HeyGears suggested that relying on the Thirteen Dynasties, the category should be focused on the old fragrance, and the Baishui Dukang cognition should be clearly attributed to the big fragrance category, so as to enter the hot category track, and form a clear differentiated value with the "old" and Fenjiu as the head of the fragrance, so as to build a provincial and national competitive advantage.
Baishui Du Kang starts with fragrance, is full of fragrance, and will eventually revive in fragrance.
2. Create a formula for the category of old fragrance: trinity, tell the story of the quality of old fragrance.
In today's "fragrance fever" with the revival of the fragrance category, the rise of core production areas, and the right time for category differentiation, the category IP of Lao Qingxiang has entered the hot category track, strengthened the differentiated value, and can effectively push the brand into the consumer's choice menu.
But at present, it has a category pain point, lacking category logic, lack of value support, and lack of communication content. In addition, we need to clarify the category logic, do the category support, and create a category system in the creation of the predator gene chain. In order to strengthen the legitimacy of the process and the rationality of communication, we can popularize the user education category.
Next, HeyGears Consulting took the "Fabe Law of Old Fragrance" as the program to build a three-in-one Laoqing category value system for Baishui Dukang. First of all, the old fragrance is a kind of process, and the core of the process is to ensure that Baishui Dukang is an old liquorSecondly, the old fragrance is a taste, and the core of tasting is to highlight the old wine taste of Baishui Dukang;Third, the old fragrance is a kind of culture, and the core of the culture is to confirm that Baishui Dukang is an old famous wine.
First, the value system of the old fragrance process
1. Water: Dukang Ancient Spring is moist and fragrant
The brewing water of Baishui Dukang is taken from the Dukang Ancient Spring, which is known as the "Ancient Spring of the Emperor". According to the Qing Dynasty's "Baishui County Chronicle" record: "The spring water faintly spews out, inexhaustible in winter, Du Kang spring water, clear and refreshing, with its winemaking, moist and fragrant."
2. Grain: Five grains brewed with a rich aroma
Baishui Dukang brewing grains are preferably selected from the Loess Plateau peas, Guanzhong wheat, Guanzhong barley, Hanzhong japonica rice, and local high-quality sorghum. Pea increases the mellow aroma, wheat increases the intensity, barley increases the wheat aroma, japonica rice increases the purity and coolness, sorghum increases the strong aroma, stabilizes the koji aroma and fragrance, and increases the aroma level of the liquor.
From the perspective of benchmarking, Wuliang is the advantage of Baishui Dukang, with high-end value recognition.
3. Koji: Secret five koji wine is soft and long
The aroma of koji wine. Baishui Dukang secretly makes Huai Xuan Qu, Green Stubble Qu, etc., scientific proportioning, and five songs are used together. Among them, the functional strains of the Space Divine Comedy cultivated by the nine Feitian have more than twice the protease activity, saccharification power and liquefaction power of ordinary strainsWith its winemaking, it is mellow and sweet, with a clean aftertaste and a long aftertaste.
From the perspective of benchmarking, the combination of multiple songs, more micro and more enzymes, and better fragrance are the advantages of Baishui Dukang.
4. Cellar: terracotta brick cellar natural fragrance source
The cellar is the mother of wine. After long-term use and precipitation, thousands of beneficial microorganisms inhabit the ancient cellar pond of Baishui Dukang, and after integrating functional strains with space breeding, the liquor body is more prominent in the hygienic, healthy and mellow personality style. It has formed the unique "old fragrance" style of Baishui Dukang.
In terms of benchmarking, Baishui Dukang is different from Fenjiu and Xifeng in terms of fermentation details.
5. Collection: The wine is aged and fragrant
The original liquor of Baishui Dukang is stored in the 50-year-old Guohuai wine for 2-3 years, and then placed in the pottery jar for several years to remove the new wine flavor and increase the aging taste. Its unique sea of Chinese acacia wine, the outer periphery is Chinese acacia wood, the inner tank is 180 layers of mulberry paper, coated with beeswax egg white, water seepage does not seep into the wine, can accelerate the aging of the wine. It adds a "honey aroma" to the wine, making the wine soft and creamy, and honey-scented.
From the perspective of benchmarking, Baishui Dukang has a unique old wine flavor in aging, which is most closely related to the old fragrance.
Second, the value system of old fragrance taste
In the tasting of old fragrance, the sense of ritual is the sense of value. Combining the traditional four tasting styles, HeyGears Consulting has created the 1234 Wine Trail for Whitewater Dukang. The whole is divided into one, two, three and four steps, and each step corresponds to the number with action, which is simple and easy to remember and highlights the theme, so that the old fragrance and the fragrance of the world.
1. Wake up: Every drop of Baishui Du Kang is old wine, and it needs to be left for ten minutes after opening the bottle to let the sleeping old wine wake up slowly;
2 view: one look at the color of the old wine, clear and yellowish, the second is to pour the wine to see the flow, the old wine naturally hangs the cup;
3. Smell: one smells the fresh fragrance of the koji, the second smells the mellow fragrance of the ancient cellar, and the third smells the elegant fragrance of the sea of wine;
4 products: the lips are soft and not rushing, the entrance is full of fragrance, the throat is round and comfortable, and the aftertaste is full of old fragrance.
3. The cultural value system of the old fragrance
1. The hometown of the wine ancestor is the source of national wine
Baishui Dukang, located in the hometown of Jiuzu, on the Longshan cultural site, the unearthed wine utensils and wine utensils represent the Baishui Dukang winemaking civilization is 5,000 years of uninterrupted inheritance. Du Kang is recognized as the ancestor of winemaking in China's liquor industry. According to the "Baishui County Chronicles" during the Qianlong period of the Qing Dynasty, it was recorded: "Du Kang, the word Zhongning, is the Kang Jiawei of the county, and he is good at making wine. "Up to now, the Du family and local descendants across the country will go to the Du Kang Temple every year to organize competitions. Chinese winemaking, from here.
2. Baishui Du Kang is the source of famous wine
In the 70s of the last century, after the "revival of Du Kang and win glory for the country", all localities responded to the call, and Baishui Du Kang expanded the original Du Kang brewing workshop, restored the ancient method of Du Kang winemaking, and successively won the titles of "China's famous brand, China's time-honored brand, China's well-known trademark, China's historical and cultural famous wine" and so on. In 2020, it won the gold medal of the 105th Panama International Exposition.
3. Dukang Wine Town, the source of old wine
Baishui Dukang is located in the east of Guanzhong, along the north edge of the Weihe Basin, south of Huanglong Mountain in Qiaoshan, and on the shore of the Luohe River. There are high mountains in the north to block the cold air, and the plains in the south blow warm currents, and the rivers in the territory are staggered, and the ravines are vertical and horizontal, forming a unique humid microclimate. It is rich in beneficial microorganisms for winemaking, which lasts for 5,000 years, forming a unique and large microbial community, which participate in the fermentation and brewing of Dukang wine, adding a natural taste of old wine to the wine.
In the end, it is necessary to make consumers clearly perceive that the old fragrance of Baishui Dukang is always in the ancestral hometown of the wine and aged in the sea of wine;Qing in Du Kang Ancient Spring, Qing in Wuliang Qingxiang;The incense is in the secret five songs, and the incense is in the five-color cellar mud.
3. Positioning value proposition: dual brands in one, three-way joint efforts, to build the brand value matrix of Baishui Dukang.
After the category positioning strategy was determined, the brand's positioning suddenly became clear. Baishui Dukang's high-end brand "Thirteen Dynasties" and "Lao Qingxiang", which has entered the big fragrance hot track, have become a binding trend. Moreover, the Thirteen Dynasties and the old fragrance are natural IPs and natural fits.
First, the power of IP: "Thirteen Dynasties" is a cultural IP derived from the history of Shaanxi, with a public cognitive foundation, a strong sense of value of new famous wines, brand IP, product IP, and advertising IPAnd "Lao Qingxiang" is the category predator of Daqingxiang, and it is also the creator of subcategories, category IP, product IP, and advertising IP;A good IP is penetrating.
That. 2. Two-way empowerment: "Thirteen Dynasties" and "Lao Qingxiang" are mutual endorsements. "Thirteen Dynasties" explains why Baishui Dukang dares to call it "Old Qingxiang", and "Old Qingxiang" has supported Thirteen Dynasties to become a new high-end brand. These two IPs are the existing brand assets of WhiteWater Dukang, and what HeyGears Consulting has done is to integrate brand assets and amplify brand value.
Therefore, we first determined the brand positioning strategy and core value proposition of "Thirteen Dynasties Old Fragrance". Subsequently, we planned the publicity mix of WhiteWater Dukang. One of the problems that needs to be solved is: Baishui Dukang needs to do dual brand promotion. In the dual brand, the problems are different. The high-end brand Thirteen Dynasties has two major strains, one is the large single product "big" series of Qin, Han and Tang, and the other is the new product "Liquor Sea Aging". On the way up the brand, both strains need to meet with consumers;The corporate brand Baishui Dukang needs to take into account the market in the province and outside the province, because its products are different, there are self-operated products from manufacturers and authorized products, and there are fragrance types and strong fragrance types, so it is necessary to take the greatest common divisor to empower its products in a unified manner.
Clause.
1. Create a large series of large single products with the integration strategy of dual brands.
The large series (Qin, Han, Tang) is the old product promoted by Baishui Dukang for many years. From the point of view of the internal product line, there is a sea of wine aged in the large series, and there is a group of white water Du Kang, and there is a connection between the upper and lower ones;From the perspective of price competition in the province, the large series is in the price segment where the provincial liquor can be large-scale and large-scaleFrom the perspective of creating large single products, the large series of user education requires the mutual empowerment of the Thirteen Dynasties and Baishui Dukang. Therefore, HeyGears suggested that the integration strategy of dual brands should be used to strengthen the status of large series of large single products.
Once the positioning strategy is clear, the value proposition emerges naturally. HeyGears Consulting combined the brand IP of Baishui Dukang with the fragrance of the Thirteen Dynasties, and endorsed it with the credit endorsement of "winning the gold medal of the 105th Panama International Exposition". Let Baishui Dukang and the Thirteen Dynasties achieve each other.
1. Strengthen the long history of "Baishui Dukang" with the "Thirteen Dynasties" and the orthodox brand, so as to break the regional boundaries and move towards the national market
2. Strengthen the brand origin and famous identity of "Thirteen Dynasties" with "Baishui Dukang", so as to mobilize user awareness and accelerate brand popularization
3. Establish brand awareness and category value differentiation with Luoyang Dukang with "Baishui Dukang + Thirteen Dynasties Old Fragrance".
4. Establish a consumer perception of the old manufacturers that are different from the authorized brand OEM products with "Baishui Dukang + Thirteen Dynasties Old Qingxiang".
So that consumers can clearly understand that the Baishui Dukang of the Thirteen Dynasties is the authentic Baishui Dukang. And with the overall rhyme and easy to popular super sentence structure, improve the communication efficiency of large series of large items.
Clause.
Second, with the regional king + category king, the wine sea aging will be pushed to the high-end representative of Shaanxi liquor.
Looking at the provincial liquor faucets, most of them use "regional king + category king" as the brand value proposition, such as Jingzhi's "drinking Zhixiang in Shandong", Yangshao's "Drinking Taoxiang in Henan", and Zhanggong's "Jiangxi Taste Great Country Ganxiang"...We take the same approach to the value proposition of Thirteen Dynasties Wine Sea Aging. With "Thirteen Dynasties Old Fragrance" as the main body of publicity, and "Shaanxi Representative Wine Sea Aging" as the value support. Among them, the collection of Thirteen Dynasties brand IP, old fragrance category IP and wine sea aging product IP, Shaanxi representative is even more in one word:
1. The Thirteen Dynasties are the representatives of Shaanxi: Shaanxi has Xi'an, the ancient capital of the Thirteen Dynasties of China, and the Thirteen Dynasties represent the long history and splendid civilization of Shaanxi
2. Liquor aging is the representative of Shaanxi: Liquor aging is a universal application process of Shaanxi liquor, and it has a unique value compared with other production areas
3. The representative of Shaanxi not only implies the glorious history of Baishui Dukang as the leading liquor in Shaanxi, but also implies the strategic goal of Baishui Dukang to do brand rejuvenation.
As a result, the strategy of "regional king + category king", the natural implantation of IP such as "Baishui Dukang + Thirteen Dynasties + Jiuhai Aging + Lao Qingxiang", and the three passes of "Shaanxi Representative" jointly built the value proposition of Jiuhai Aging and opened the high-end banner of Baishui Dukang.
Clause.
3. Awaken consumer awareness by activating brand equity and strengthen the empowerment of Baishui Dukang's famous wine.
Due to the complexity of the brand system and product system, Baishui Dukang should be more highly and compatible in terms of brand positioning, and can unify and empower its brands, categories and strains. Therefore, HeyGears Consulting traced the brand history of Whitewater Dukang, looking for brand assets with public recognition, and finally let us find such a sentence "Reviving Dukang to win glory for the country". He is "** one represents Du Kang's far-reaching wine culture;The second is to represent the glory of Dukang in the production of white water;The third is to represent the authenticity of Baishui Dukang.
What is even more valuable is that the phrase "winning glory for the country" is of more practical significance today. The first is to use public brand assets to polish the golden sign of Baishui Dukang;The second is to send Baishui Dukang into the national team camp, awakening the cognition of the old famous wine;Third, it conforms to the main theme of society and mobilizes the democratic sentiment of the country.
In the end, a super communication sentence and a large endorsement evidence chain were formed, such as "winning glory for the country, Baishui Du Kang won the gold medal of the 1991 Beijing International Exposition".
To sum up, the creation of large single products in the Qin, Han and Tang dynasties, the high-end representatives of provincial liquor aged in the sea of liquor, and the empowerment of Baishui Dukang's famous liquor have jointly built the brand value matrix of Baishui Dukang.
Fourth, create a product formula: to awaken the cognition of famous liquor with super symbols, and create a national single product
Once the brand positioning is clear, the next step is to optimize the product line. The full-price layout of Baishui Dukang's product line in Shaanxi Province has been completed, and after the slight upgrade of some products in the key price segments, the product design work of HeyGears Consulting has turned to the creation of national large single products in the market outside the province.
First of all, from the concept research and development, HeyGears Consulting determined the product tonality of "old famous wine + new national tide". There is Baishui Du Kang in the old famous wine, which has the basis of consumption cognition, and now we must awaken this consumption cognition in the style of the old famous wine. At the same time, under the trend of the rise of the national tide, the integration of new national tide elements into the product can win more consumers.
Secondly, in terms of IP naming, Heygears Consulting has determined the product portfolio of "revival version + classic version", so that consumers can consume the sense of glory that I am reviving the classic. The revival version, first, originated from "reviving Du Kang to win glory for the country";Second, it represents the revival of the Baishui Dukang brand.
Third, in terms of the reason for purchase, HeyGears Consulting chose the three old awards of Whitewater Dukang and "the taste of 30 years ago". The old taste is the taste in memory, and the old awards are Shaanxi Province high-quality wine, Ministry of Light Industry high-quality wine and the first China Food Expo Gold Award, both of which confirm the revival version and the classic version.
Subsequently, we made the reason for purchase into a super symbol with **thinking, so that the product became the first publicity**.
Fifth, create a communication formula: three public relations + four-dimensional integration, to help the brand high-end, popular
The three PR officers are the brand promotion IP of HeyGears Consulting, and WhiteWater Du Kang has made outstanding achievements in the three PR services. Baishui Dukang, which has lofty ambitions, is also continuing to go abroad, striving to tell a good brand story for Chinese liquor. Along the way, Whitewater Dukang has successively won the "Gold Award of the 105th Panama International (International) Expo", "Asia's Top Ten Credibility", "Asia's Top Ten Innovation" Brand Awards and other honors.
In particular, since 2022, Whitewater Dukang has visited the embassies of Japan, Russia, Thailand, Moldova, Slovakia, Cyprus and other countries, and has been highly praised and has become the designated wine of many embassies in China, and has also been permanently displayed and treasured by the Cultural Center ......of the Korean Embassy in China and other institutionsObviously, this is a good performance of Baishui Dukang going out and bringing in, and constantly accelerating the pace of internationalization.
On January 6 this year, the Chief Minister of the Japanese Embassy in China, Tsutomu Koizumi, highly praised the Baishui Dukang Liquor, and made the Baishui Dukang Thirteen Dynasties Imperial Liquor as the designated liquor of the Embassy.
At the "2023 Zimbabwe International ** Expo Promotion Conference", Shaanxi Dukang Liquor Group brought new products Baishui Dukang Chaojiu and Chao brand red sorghum liquor to the show, which attracted great attention from everyone with its unique taste and outstanding quality.
This year marks the 59th anniversary of the establishment of diplomatic relations between China and France, and the "Baishui Dukang Thirteen Dynasties Imperial Wine" was selected as an important gift to foreign heads of state, becoming a bridge for cultural exchanges between the two sides. Using wine as a medium, gathering potential energy, telling Chinese stories and sharing Chinese tastes, Chinese brands made another stunning appearance.
Through the development of the above famous products praise meeting and celebrity recommendation activities, coupled with the large-scale development of the next famous products into famous enterprises, it is bound to effectively promote the high-end brand and circle popularity of Baishui Dukang Thirteen Dynasties.
And another brand promotion IP of HeyGears Consulting - four-dimensional integration, the creation of content is in progress, more exciting, so stay tuned.
6. Create an operational foil
More importantly, HeyGears has made systematic planning and reached an agreement with Whitewater Dukang on the construction of core business model, regional layout strategy, channel model matching, organizational construction foil, resource budget and control, etc., and is currently in the orderly introduction and implementation stage.