Boss Chen is a restless young man, unwilling to work outside and returning to his hometown of Huangpi, Wuhan to start a business.
After the practice of several restaurant chain brand franchisees, I have mastered and innovated the Regan Noodles formula, so I am going to create my own brand.
When the agent joined other people's brands, he did well, but just ready to start doing it himself, he found that he would not do it. Everything seems unprepared except for my confidence in my innovative product formula: brand name, competitive strategy, brand positioning, reasons for buying, and unique image. ...
Boss Chen has found seven consulting companies in Beijing, hoping that we can help him successfully build a brand and come from behind.
After planning:
Gold single product strategy = strategic soul-seeking (brand positioning)+strategic creativity (unique symbol)+strategic landing (application toolkit)
First, maintain opposition, challenge authority and gain market opportunities:
Regan Noodles brands represented by Maixiangyuan, such as Cai, Cai and Zeng Mazi. , are taking the traditional path of the third generation of descendants (disciples) of Regan Noodles's founder, fighting for authenticity, and we want to do the opposite.
It is necessary to maintain opposition, not take the founder and the old traditional route, take the traditional snack modernization route, take the new generation route, and take the route of "delicious first, tradition second".
Second, return to the essence of the product, segment the market and seize the specific value:
Back to the Regan Noodles product itself, the essence of Regan Noodles is sesame paste. Without sesame sauce, it's something else.
What is even more surprising is that this essence is not occupied by anyone. Maixiang Gardens are all large and complete, representing tradition and telling the truth. They are unwilling to give up anything, which gives us an opportunity to seize the brand of sesame sauce experts.
This opportunity, on the surface, is subdivided, but in essence it is fully occupied; This not only gives us more professional breakthrough opportunities brought by market segmentation, but also does not let us really give up a certain market.
Third, simply and directly build a brand around the core sesame sauce:
1, directly appealing for the brand name of Sesame: Sesame No.2.
2. Brand slogan: unique sesame fragrance
3. Unique symbol: Sesame Minions
4. Establish a new Regan Noodles delicious standard and its supporting system: good Regan Noodles, sesame is the master.
5. A small paper bowl that can achieve a complete brand attack (each product feature has a corresponding technical label, and the more labels, the more trust)