The case analysis is aimed at improving marketing efficiency and based on certain theoretical principles. To this end, I will organize the analysis of advertising marketing communication cases for you. Please refer to it. Analysis of advertising marketing communication case 1
Feike: Live a wonderful life
Brand background: Traditional sports industry moves into the field of fashion and leisure
In March, Feike International Holdings Co., Ltd. was successfully listed on the main board of Hong Kong Stock Exchange, and its business scope includes brand sales of Feike and Flack, sales of OEM business for export, sole sales and resale and repurchase of inventory. At present, Feike Group operates a brand of casual wear, Fleck, targeting first-and second-tier cities and a brand of casual sportswear, Feike, targeting third-and fourth-tier cities in China.
Flack is defined as an American brand. With the power of innovation and change, it is constantly moving towards higher and further brand goals.
brand proposition: KEEP WONDERFUL
free lifestyle+pursuit of wonderful life attitude
FLYKE, an American leisure brand advocating freedom consciousness and challenging spirit, is rooted in the soil full of free culture in the United States. The multiculturalism of American history has given FLYKE a deeper brand connotation. The fashion attitude of actively exploring freedom and dreams and living a wonderful life has gradually become FLYKE's eternal soul. From the openness and freedom formed by the pioneering spirit in the west to the sunny and comfortable west coast customs, FLYKE has been created. Natural, concise and comfortable? Dress style.
FLYKE has always been bold in exploring the development of American fashion clothing culture with a liberal fashion attitude, and has been determined to innovate constantly, thus profoundly deducing the free and unrestrained American fashion spirit. And FLYKE, which is rooted in the soil of advocating success and heroism, is doomed to have a fearless, difficult and aggressive spirit of self-challenge, and it is this spirit that enables FLYKE brand to always maintain a precise positioning of American culture and a deep insight into cutting-edge fashion.
American fashion pursues a kind of physical and mental relaxation, without any deliberate and affectation, which is also the spiritual pursuit and dress needs of most people in the contemporary world. FLYKE has always focused on the aesthetics of dress, and tends to emphasize a casual, simple, elegant and comfortable spirit, and tries to be casual and concise, striving to achieve the unity of style and the dream of being loyal to the brand. ? Minimalism and a sense of modern city? It is the highest criterion of FLYKE's design, and it is also the popular trend today. FLYKE's greatest wish is to describe the times of different cultures and lifestyles in the United States in a more avant-garde, fashionable and casual way, and to present a clean and perfect image in a relaxed and casual language to create a comfortable and pleasant dressing attitude.
FLYKE targets the urban elites aged 25-35. in FLYKE's view, young people living in cities will respond to brand design because their lives and needs are very similar. They need a wonderful life of freedom, self and comfort, as well as natural, simple and comfortable daily wear.
brand image:
American style is original,
simple? Minus? Wonderful
people who like FLYKE must be able to agree with what FLYKE advocates? Free and free? American leisure culture, mature, confident and assertive consumers often focus on the pursuit of quality life and have a self-understanding of the true meaning of life.
Like anyone doing anything, when choosing clothes, they are always looking for the one that suits them best, and considering the fit between the brand or clothes and themselves and when to wear them. What occasion do you wear it? And all this, FLYKE will be their best choice, because FLYKE can meet their dual requirements for fashion appearance and inner temperament.
FLYKE knows and understands the essence of American style. In FLYKE's view, the essence of American style has the characteristics of internationalization. Just like new york, it is not a typical American city, but a typical international city. So is London, Paris or Milan. People living in these cities will respond to outstanding designs because their lives and needs are very similar. No matter where modern people live, they have their universality, and they all need beauty and excitement in their lives!
conclusion
the baptism of American clothing culture has nourished FLYKE? Nature, Concise and Comfort? Unique leisure style. This is not only the pursuit of modern young people, but also the essence of American leisure style. For this reason, FLYKE, a classic American leisure brand that is very representative and leads the leisure trend, interprets its dynamic deep blue brand LOGO into a free fashion spirit and radiates a young and casual American style.
Comments:
Clothing is a manifestation of mental state.
as a clothing brand, the premise of accurate positioning first depends on the understanding and interpretation of a fashion, which is related to the brand's own market vitality. There are many clothing brands for men, but each brand has its own connotation? Brand spirit? It can accurately grasp a state according to the different States of everyone in their lives, and actually grasp the consumption insight. The collision between American culture and China culture lies in that people's living systems are different, and the released state is completely different. At the beginning of China's reform and opening up 31 years ago, with the French fashion designer Pierre Cardin introducing this brand to China, the clothing culture led the Chinese people's spirit and made the Chinese people right? Trademark? Or? Brand? The meaning seems to be more than just a small piece of cloth under the collar of a dress. By the FLYKE brand? Free lifestyle+chasing wonderful attitude towards life? , coincides with the current state of the times in China, in many clothing brands, the pursuit of self-publicity and spiritual release. It is not difficult to see that the planning and building of FLYKE brand has insight in studying the market. Analysis of advertising marketing communication case Part II < P > Head & Shoulders: PPTV Premier League Power School New Interactive Communication < P > Head & Shoulders Power School has gained wide popularity. On this basis, what should be considered is how to further extend the brand promotion route and effectively strengthen the image and status of the brand power school.
marketing objectives
Head & Shoulders products are strongly exposed, so that the brand concept of strength school can effectively penetrate into the target consumer groups.
Target Audience
Most consumers who buy Head & Shoulders are white-collar workers and students. Most of the consumers that Procter & Gamble has set for Head & Shoulders are urban youth to satisfy their psychology of pursuing fashion.
analysis of regional characteristics of consumers: Head & Shoulders occupies a major market position in all parts of the country.
execution time
April 26th to June 31th
Creative expression
As a strong sports platform, PPTV launched the Premier League and the World Cup Budget Games respectively during the promotion period, and the audience of the two major football events was very consistent with the brand audience. In addition, the passion, victory and other elements of the football match itself are exactly the same as the strength concept, which is more conducive to the export and penetration of the brand concept.
Communication strategy
Through insight into the football watching and social psychology of fans. By using a language that is close to the acceptance of the user group? Strength? 、? Speak harshly? 、? Begging for death? The communication content that touches the user's psychology, etc., stimulates the attention and discussion of Head & Shoulders Strength School.
to create an event-oriented and creative interaction? Head & Shoulders-Premier League Strength? .
Implementation process
Binding the open creative advertisements of two major sports events, organically combining the concept of strength school with the advertising form.
creative advertising forms: pc-based Premier League game-situational advertising, interactive quiz and crazy patch
Three-terminal hard and wide orientation: all-platform Premier League game+World Cup patch placement, web page+client home page, client-side movies, variety shows and sports channels hard and wide placement, and iPhone-side focus map+start big picture high exposure presentation.
effect summary
total page views PV 16 159 913 875
total clicks CLICK8 217 458
comments:
Head & Shoulders, as an international dandruff hairdressing care brand, has been leading the trend in scalp care. The new interactive communication scheme of Head & Shoulders PPTV Premier League Power School uses the dual combination of sports power school and dandruff power school to put creative advertisements in two major competitions, which is close to the main appeal target of Head & Shoulders: young, confident and fashionable men, and highlights the brand proposition of Head & Shoulders Dandruff Power School.
It is worth mentioning that, as a strong sports platform, PPTV launched the Premier League and the World Cup Budget Games respectively during the promotion period, and the audience of the two major football events was very consistent with the brand audience. The Premier League is the most powerful stage for competition, and the strength competition of players echoes the brand anti-dandruff strength.
David? Ogilvy once mentioned in his book that an excellent advertising work is a work that sells its products without attracting public attention. At present, Head & Shoulders still lacks in transforming advertising influence into market purchasing power. Facing strong competitors? Get rid of dandruff, do what you say? Head & Shoulders has a long way to go, how to further extend the brand promotion route and form effective market purchasing power.
? Chengsai
As a well-known brand in China, Head & Shoulders has a certain market and consumer base. In the case of spreading after positioning the target group, it is very important to give it what it wants. This case combines the Premier League events as the carrier, and then carries out a series of communication penetration and display, which should achieve the established effect and expected goal of communication.
? Analysis of Eurocase Advertising Marketing Communication Case III < P > Zhou Heiya: A Transformation? Tide brand? Ducks
tell the owner: Zhou Heiya
Advertising Agency: Jin Huitong Creative Marketing Organization Group
Is it still in the leisure and lo-mei category? Selling products? At the stage, Zhou Heiya met Jin Huitong, who is good at integrating and innovating to solve problems, and tailored it for Zhou Heiya? Entertainment and food brand? The development strategy, jump out of the category to be a brand, let Zhou Heiya stand out from the traditional luwei category, from the perfect? Taste temptation? , transformed into an all-round charm attraction, which enabled Zhou Heiya to quickly blow up the Zhou Heiya brand storm in the national market with a brand-new brand image.
There is such a maverick duck, which is full of entertainment spirit and trend. You will be happier if you play with it, be fashionable, share with it and make friends with it.
it is? Entertainment and food brand? Zhou Heiya.
in February, did you still stay in the leisure pot-stewed category? Selling products? At the stage, Zhou Heiya met Jin Huitong, who is good at integrating and innovating to solve problems, and tailored it for Zhou Heiya? Entertainment and food brand? The development strategy, jump out of the category to be a brand, let Zhou Heiya stand out from the traditional luwei category, from the perfect? Taste temptation? , transformed into an all-round charm attraction, which enabled Zhou Heiya to quickly blow up the Zhou Heiya brand storm in the national market with a brand-new brand image.
Question: Brand Dilemma in Zhou Heiya
Zhou Heiya was founded in 1997. After more than ten years' development, it has become a brand with certain brand awareness and market influence in Wuhan market. However, with the development of the market, the problems encountered by the brand come one after another:
There are many imitators following the trend: Zhou Heiya's influence in Wuhan market and the low threshold of duck-stewed food have caused many imitators following the trend in the market, and consumers can't distinguish between true and false Zhou Heiya, which has plunged Hubei, especially Wuhan, into a mixed market? Zhou Heiya? In the competition, it has a certain market impact on Zhou Heiya;
The competition is increasingly fierce: with the development of Lu Wei market, more brands participate in the market competition, and many competitors, such as Jiujiuya, Juewei and Huang Shanghuang, continue to expand their markets, eyeing the dominance of the industry;
The brand power is weak: although Zhou Heiya stores have certain profitability, they rely more on the superior product power to compete. The brand and store image are traditional, and the brand power cannot be displayed, and it cannot resonate with the consumer mind, lacking the exclusivity of market competition.
Weak brand expansion: With the continuous improvement of Wuhan market saturation, Zhou Heiya began to test the expansion of the market outside the province, but the traditional brand image of Luwei did not form a clear distinction with other competitors, resulting in weak expansion in the market outside the province;
Zhou Heiya is at the critical juncture of brand development. How can Zhou Heiya brand get out of the development dilemma and achieve brand breakthrough?
breaking the game: jumping out of the category to be a brand
brand breakthrough and constantly maintaining the leading edge often belong to forward-looking discoverers. From the commercial law, great foresight can make a great brand! The success of IBM and Apple confirms this point.
In order to achieve brand breakthrough, long-term sustainable development and maintain the leading edge, Zhou Heiya must have a deep insight into the category development and evolution trend and take forward-looking and targeted measures strategically! So as to implement differentiated brand strategy and shape strong brand power.
based on the in-depth analysis of categories and markets, and after several rounds of discussions, the project team of Jin Huitong decisively proposed that? Jump out of the category to be a brand? The strategic idea is: based on in-depth insight into the development trend of categories, take targeted strategic measures to obtain the competitive advantage of categories; At the same time, focus on building their own brands, so that consumers are more willing to get close to Zhou Heiya emotionally and gain brand competitive advantage.
from category, higher than category.
in terms of category development, duck snack food category has completed its first format transformation: table food? Snack food; At present, there are two kinds of positioning formats in the market. Brands that are positioned as snack foods, such as Juewei and Jiujiuya, including Zhou Heiya, have achieved rapid development in terms of market share and brand influence.
The leisure food format model has broadened the consumer groups and purchasing motives of the traditional catering format, and promoted the rapid development of many brands in the industry. Today's Zhou Heiya is at the same starting line as the competitive brands. To stay ahead of the competitors, we must have a deep insight into the next development trend of the category.
what kind of trend will the category develop towards?
strategy: build? Entertainment and food brand?
consumers are the hand behind the promotion of category upgrading, and the essence of insight into category lies in insight into consumers.
Young people (at present, post-81s and post-91s) are the main consumers of duck snack food. These groups are the most valuable consumer groups in growth.
in this what?