Brand Breakthrough Planning of Ajisen Lamian Noodles Healthy Catering in Japan

(2116-4-11 9:26:54 Author: Lv Chun from: accessed 7111 times)

Title: Brand Breakthrough Planning of Ajisen Lamian Noodles Healthy Catering in Japan

Source: Author

Author: Lv Chun

E-mail address: Lvchun7129@vip.shin.com

Delivery institution: Shanghai Regional Headquarters

Website: www.wbsa-ok.com

Application:

This planning case will restrict the promotion of new products and competitors in the catering chain industry.

content:

since China's entry into WTO, Chinese and western fast food chains have been entering the market with similar product structures and fierce competition. If we want to break through, the key lies in two points: first, to ensure product quality, and second, to create catering differentiated brands.

Western fast food KFC and McDonald's have become junk food abroad, which is not good for human health. Chinese fast food chain started late, with high degree of product spread, small scale and no characteristics; The location and product structure of Japanese fast food "Yifan Lamian Noodles" are close to that of "Ajisen", but the number of products is small, the price is high, the advertising investment is low, and the brand recognition is low. "Ajisen Lamian Noodles" contains a lot of chondroitin, which is an excellent supplement to the calcium in human bones, and has the reputation of "the hero of white soup" and a good food for healthy catering.

China's economy is developing rapidly, people's living standards are improving day by day, and they are gradually paying attention to training their own healthy eating habits. There are great opportunities and the market is expanding.

Leading Catering Company is the general agent of Shanghai Ajisen Lamian Noodles in China, specializing in investment and management, with more than 411 chain stores nationwide, with sufficient competitive conditions. Under the premise of "spending little money or not spending money", if we judge by SWOT, we should use the lotus background of borrowing Yi Chu to tie up the bookstore, focus on creating innovative methods of healthy eating, and make brand breakthrough in three steps, one quick-remoulding brand breakthrough. The communication layout must be stable and accurate-brand identification and positioning must be accurate in the process of brand breakthrough. If the breakthrough is successful, the healthy diet brand can be established near, and the position of the leading Japanese restaurant chain can be determined. At a distance, long-term strategic profit opportunities can be created to achieve the goal of win-win economic and social benefits.

Case:

1. Background of the planning task

Ajisen Lamian Noodles was founded in 1968, and originated in Kumamoto, Kyushu Peninsula, Japan. It has the reputation of "the hero of white soup" in Kyushu. Its unique white soup is made of pig bones and various fish bones through long-term stewing, and contains a lot of chondroitin, which is an excellent supplement to human bone calcium. Ajisen Lamian Noodles has first-class Japanese and Lamian Noodles products and culture, and has opened nearly 111 chain stores in Asia. Shanghai Leading Catering Management Co., Ltd. is the general agent of Ajisen Lamian Noodles in China, specializing in the investment and management of Ajisen Lamian Noodles Japanese restaurant chain. Since it entered China and Shanghai market in 1998, its performance has been remarkable. Through the development of dozens of chain stores in just a few years, it has carried forward "Ajisen Lamian Noodles". However, the competition with the same format also followed, especially with the intervention of Lamian Noodles, which chose a store that was very close to Ajisen Lamian Noodles, just like KFC and McDonald's. At the end of 2113, in order to prevent the customers from being diverted and keep the brand of Ajisen Lamian Noodles in the top position of Japanese fast food chains, the company's decision makers expected to establish a new brand image of Ajisen Lamian Noodles through the comprehensive market operation of Ajisen Lamian Noodles, so as to distinguish the competitive brands and form differentiation. At the same time, the relevant person in charge of the Kumamoto headquarters in Japan requested that this market operation should be completed with a small amount of money on the premise of limited publicity funds. As the head of the planning department of Shanghai leading catering management Co., Ltd., I took over and presided over the market operation of Ajisen Lamian Noodles in an all-round way, and completed the brand promotion with a small amount of investment.

second, the thinking and decision-making process of planning

in order to accurately establish the planning object and reduce the risk of enterprise decision-making, first of all, I conducted an in-depth investigation and arrangement on the macro environment, industry environment, competitive environment and internal resources of the restaurant chain industry.

1, research information collation

In the process of comprehensive market research in the past two months, the characteristics of our fast food chain industry and consumer consumption habits were collated and summarized.

(1) the market characteristics of fast food chains in China.

fast food chain industry is divided into western fast food chain industry and Chinese fast food chain industry. Western fast food, typically "KFC" and "McDonald's"; Chinese fast food is typical of "auspicious wonton", "auntie dumplings" and "Yonghe king". Western-style fast food "KFC" and "McDonald's" have become junk food abroad, which is not conducive to the healthy development of human body. However, China's traditional fast food is small in scale and has no characteristics, which makes the Japanese fast food "Ajisen Lamian Noodles", which is the hero of Kyushu, have a great opportunity to enter the China market. In 1998, the Japanese fast food "Ajisen Lamian Noodles" intervened in the Shanghai market in China, injecting fresh blood into the Shanghai fast food chain. In just four to five years, "Ajisen Lamian Noodles" has formed a scale of more than 411 national fast food chains with its headquarters in Shenzhen, Hongkong, Jiangsu and Zhejiang. "Ajisen Lamian Noodles" has formed a certain brand awareness in the eyes of customers, especially young and fashionable customers.

(2) Characteristics of fast food chain industry in China

Compared with other catering industries, fast food chain industry has many kinds of products, long product life cycle, slow product update speed and high advertising cost. Therefore, the competition in fast food chain industry is very fierce. Especially after China's entry into WTO, more foreign fast food will enter the China market. Therefore, the competition of fast food chain industry will be inevitable.

(3) Competitors of fast food chains in the same trade

In the multi-directional investigation of competitors of the same trade "Lamian Noodles", we found that they violated the three major consumption habits of consumers. (as shown in the table)

Consumption habits and consumption characteristics "Lamian Noodles" problem

Impulsive type doesn't care about product prices, but pays attention to product styles and varieties, and the number of products is less than 21 kinds

Rational type pays special attention to product prices, and the average consumption is high in 45 yuan/people

Habitual type has generated awareness of products and brands, and the brand awareness is low

We are focusing on the management characteristics of Ajisen Lamian Noodles. (as shown in the table)

Consumption habits, consumption characteristics, "Ajisen Lamian Noodles" characteristics

Impulsive type doesn't care about product prices, Pay attention to the style, variety and quantity of products. There are more than 1,111 kinds of products.

The rational type pays special attention to the price of products. The average consumption in product prices is low in 25 yuan/people.

The habitual type has a high awareness of products and brands.

(4) The problem of "Ajisen Lamian Noodles" fast food chain.

Faced with the competition of fast food chain in the same industry, in order not to divert customers, At the same time, the brand of Ajisen Lamian Noodles will continue to be the leader of Japanese fast food chains. We believe that there are three main problems in the operation of Ajisen Lamian Noodles market: how to spread Ajisen Lamian Noodles brand quickly, how to stabilize old customers, attract potential customers and how to enhance consumers' brand awareness.

2. Analysis and judgment of problems

In order to ensure the correctness of decision-making, we combined the characteristics of the company's products, and after analyzing the products and sales strategies of competitors, we focused on three issues of how to break through the brand of Ajisen Lamian Noodles products as three decision-making points, carefully evaluated the advantages and disadvantages of enterprises and analyzed the opportunities and threats in the environment, so as to find the cut-off point for repositioning the brand of Ajisen Lamian Noodles.

(1) Analysis of opportunities and threats of macro-environment

Although the competition in the catering chain market is extremely fierce at present, there are not many really good and excellent catering chains in China market. Therefore, the impact on Ajisen Lamian Noodles products is not great.

First, the catering culture of Japanese restaurant chain enterprises with Kumamoto as the core is very acceptable to the consumer groups in China, and the local culture of Japan is easy to be combined with the local culture of China, so the orientals like and feel the same;

Second, the decrease of competitors' advertising investment leads to the low brand awareness, which on the contrary increases the market entry barrier of Ajisen Lamian Noodles, and the product of Ajisen Lamian Noodles has great market potential;

Third, the development of China's restaurant chain industry started late, and its products are highly traditional, which is not very attractive to China's consumer groups. Therefore, foreign restaurant chains are very popular in China.

Fourth, with the rapid development of economy and the improvement of people's living standards, people gradually pay attention to cultivating healthy eating habits, which brings business opportunities to Ajisen Lamian Noodles products. Ajisen Lamian Noodles contains a large amount of chondroitin, which is an excellent supplement to human bone calcium and meets the market demand of healthy diet for consumers.

(2) Analysis of the advantages and disadvantages of Ajisen Lamian Noodles products (see table)

Analysis of the advantages and disadvantages of decision-making points

Brand positioning advantages: It has formed a certain scale of chain operation in big cities such as Shanghai, Hong Kong, Guangzhou, Shenzhen, Jiangsu and Zhejiang, and has invested a certain amount of media advertisements in large and medium-sized cities, which has generated a certain awareness among consumers and also occupied a certain market share and popularity in the market.

Disadvantages: "Ajisen Lamian Noodles" was originally positioned as a Japanese food, which was mixed with similar competitive products and did not reflect the main production characteristics, making consumers misunderstand it as Japanese food.

countermeasures: with the help of the original market leader and popularity, re-position the brand with "healthy catering".

Stabilize the disadvantage of customers: Competitors' intervention has occupied a certain market share.

Advantages: "Ajisen Lamian Noodles" has catered to consumers' psychology.

countermeasures: stabilize habitual consumers and develop potential consumers.

disadvantages of brand promotion: there is little dialogue and communication with consumers, and the involvement of opponents poses a threat to enterprises.

Advantages: Ajisen Lamian Noodles brand has formed a certain popularity.

countermeasures: with the help of the original market share and popularity, the popularity of the enterprise can be enhanced again.

based on the analysis and judgment of the above problems, I think the market threats and opportunities lie in: the threat is that, due to the similar business mode of competitors, if we don't give back to our competitors for a long time, we will lose our customer base, eventually forming a market threat and completely withdrawing from the market. Chances are, with the improvement of people's living standards, there is a huge market opportunity for "healthy catering", which is easy to be accepted by people and can guide customers' consumption for a long time.

We think that "Ajisen Lamian Noodles" has its unique white soup, which contains a lot of chondroitin, which is an excellent supplement to human bone calcium, enjoys the reputation of "the hero of white soup" and is the core competitiveness of "Ajisen Lamian Noodles". It can be used as a competitive means, and the publicity strategy can be cut in from the concept positioning of "Ajisen Lamian Noodles" healthy catering brand.

3. Innovation of planning ideas

On the basis of the above sorting and judgment, I think that it is not very difficult to ensure the lasting vitality of an enterprise by planning in this market situation, but it should not be careless. Enterprises should break through three levels to enhance their brand image. First, they should know what problems exist in their own enterprises. The second is to find a solution to the problem, and the third is to prove that the method is feasible through actual operation. In view of the problems existing in the three decision-making points of Ajisen Lamian Noodles, I started from the clue of material innovation, and adopted the rebranding of "healthy catering" as the starting point, that is, "Ajisen Lamian Noodles" is the conceptual positioning of healthy catering, and based on the changing trend of consumer demand, I improved Ajisen Lamian Noodles from a Japanese catering chain to a healthy catering chain. After establishing the core value of the brand, I think it is very important to spread the brand effectively, establish a broad understanding and knowledge between the brand and consumers, and spread the layout. In order to make "Ajisen Lamian Noodles" brand break through quickly again, in the process of market promotion, we should follow the three principles of "fast, stable and accurate" for brand breakthrough, and take the corresponding three operation strategies of "gathering gas by taking advantage of the situation, bundling and upgrading, and making a name for ourselves" as the overall communication strategy, through the follow-up of news soft articles, product display and promotion activities.

The overall planning idea and operation strategy are shown in the following figure:

Fast background conversion method to gather gas to take advantage of the situation: it is easy to quickly gather tourists with the popularity of Lotus.

steady binding method to gather customers and build momentum: building momentum and binding thinking about gathering customers and upgrading brands of Yueshu Company

quasi-key method to build momentum: media building momentum to make healthy catering brands famous

Third, the execution decision-making process of planning

With the foundation of the three processes of "sorting out, judging and innovating" of the above-mentioned thinking decision-making planning, I officially started to carry out the execution decision-making planning, from "planning and decision-making"

1. Planning case development and production

After finding the breakthrough point for brand repositioning, I made a comprehensive planning according to the established planning ideas and operation strategies and the three stages of "fast, accurate and stable" brand breakthrough.

the first stage strategy: create a brand concept, seize the opportunity to gather gas and break through quickly.

For Ajisen Lamian Noodles, from "Japanese catering" to "healthy catering", the differentiated positioning of "Ajisen Lamian Noodles, healthy catering" is highlighted, and the brand concept is repositioned based on people's cognition of Ajisen Lamian Noodles, so as to distinguish competitive brands and establish the brand image of the enterprise.

"Ajisen Lamian Noodles" is a traditional Japanese food, which was originally positioned as a Japanese food and has more market competition demand. The key to repositioning the brand concept of "catering differentiation" is to master and cater to consumers' psychology; Grasp the three consumption elements of consumer consumption and stimulate consumers' desire for consumption. In order to achieve the goal of "fast" brand breakthrough and brilliant planning and marketing with less money, we can adopt the strategy of "gathering gas by taking advantage of the great popularity of Lotus Supermarket, a well-known brand company, and quickly guide a large number of potential customers to visit Ajisen restaurant by giving away rewards, which will greatly improve the frequency and turnover of customers in this enterprise and make the popularity of Ajisen brand rapidly improved in a short time.

the second stage strategy: gather customers to create momentum, and the brand will break through quickly on the basis of "stability".

with the rapid promotion of brand awareness, we must maintain the "stability" of brand breakthrough. We work from two aspects. Internally, we use the management philosophy of "conscience quality" to improve the internal product quality of the enterprise, give systematic training to employees, ensure the quality of products, and strictly control them to achieve material stability. Externally, the strategy of "bundling promotion" is adopted, and the well-known brand company Thinking Music Bookstore is combined for bundling sales. By using its intangible assets of social popularity and cultural background, the company's brand image is bundled to highlight the cultural atmosphere of Ajisen Lamian Noodles's healthy catering brand and achieve spiritual stability. Lay a solid foundation for the brand's ultimate breakthrough and fame.

the strategy of the third stage: gather the industry into a potential, and the media will create a healthy catering brand.

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