Introduction of project background:

The enterprise served by Oget International Consulting Agency is a group-type private joint-stock enterprise integrating production, R&D, trade and investment in Shanghai, with five business segments. Group enterprises are engaged in high-quality breeding pig feed trade, futures, protein raw material production and research, feed production and research, egg production and sales. In 2007, the company achieved sales of 654.38 billion yuan and total feed trade of 400,000 tons. In 2008, the sales volume was1.300 million yuan. In 2008, the company established an egg company on the basis of the egg division of the original investment Co., Ltd., with more than 200,000 layers of chicken farms and feed mills. It is planned to expand the breeding scale to 2 million feathers in three to five years, with an annual output of 30,000 tons of eggs, and establish an industrial chain for deep processing of eggs, forming a complete industrial chain from seedling, feed, breeding, sales and deep processing of eggs. The goal is to become the most standardized poultry and egg production enterprise in China, and then entrust Ogut brand marketing (Shanghai) consulting agency to create a new brand, plan the brand marketing strategy for three years, and provide full service for the project in 2009. Strive to become the first strong brand in East China within 3 to 5 years, and create an innovative enterprise in the poultry and egg industry.

On June 5438+February, 2008, when Ogut signed the cooperation project of the enterprise, the experts with rich practical experience in the industry were deeply moved by the enterprising spirit and determination of the enterprise. Because Ogut experts who are well versed in the essential laws of FMCG, especially agricultural products, know that a joint-stock enterprise that has been engaged in the upstream business of the industrial chain will extend its business units downstream, directly participate in the fierce competition in the consumer goods market and contact the rapidly changing consumer market. Even if the funds and resources are sufficient and the actual marketing planning and operation experience are lacking, it will certainly bring many problems and difficulties to the enterprise, including management strategy, marketing strategy, brand building, market planning, sales team and so on. Despite the difficulties, the Ogut team is full of confidence in the cooperation of this project. Ogut is a practical consulting organization focusing on strategic planning and formulation. The expert team has rich practical experience in brand creation, brand operation and product marketing of fast-selling products.

With the deepening of mutual understanding, the company fully recognized the consulting strength of Ogut institutions and established a long-term cooperative relationship. With sufficient confidence, rigorous work attitude and meticulous work style, the egg project team of Ogut organization first conducted a comprehensive survey pragmatically, and after analysis and diagnosis, it officially started a series of work such as the creation of a new brand of egg, the planning of marketing strategy, and the decomposition of marketing strategy to terminal construction.

First, comprehensive research: interpreting industry trends, tapping consumer demand, and diagnosing the current situation of enterprises.

"Without investigation, there is no right to speak". No matter how professional and experienced Ogut's expert team is, facing different industries, ever-changing markets and internal organizational structure of enterprises, how can we guide the sustainable development of enterprises without meticulous, rigorous and scientific industry research and analysis and judgment of industry development trends? If we don't conduct in-depth and detailed market segmentation research on consumers of different ages and incomes, how can we help enterprises explore the market? If we don't investigate and interview the internal organization and external structure of the enterprise, how can we help the enterprise to establish a reasonable management and execution team?

In the research stage, Ogut consulting team not only assigned research tasks to project team members reasonably, conducted research on Ogut industry information base, visited the market, conducted research on competitive brands, conducted in-depth expert interviews with enterprise managers and distributors, but also invited professional market research companies to conduct consumer research.

When researching the industry, Ogut found that China is the largest producer and consumer of eggs in the world, mainly consuming fresh eggs. The subdivision and branding of fresh egg consumption has become a consumption trend, and it is in a high-speed growth trend.

In the study of competitive brands, it is found that the concentration of brand egg industry is low, and several top brand egg enterprises, such as Gegeda, Deqing Source, Shen Dan, Shengdele Village, Hongjia, Prospect, Chaoyue, Agricultural Home Textiles, etc., are generally not high in terms of industrial scale, and the marketing network of brand eggs is not perfect, so they tend to build in a single channel from the perspective of the national market as a whole. In the survey of consumers, Ogut experts found that the psychological order of consumers buying fresh eggs is mainly safety, followed by price and brand awareness, so packaged eggs will gradually become the mainstream of consumers' choice. However, Ogut experts also see that with the development of the industry, food safety will become the basic standard of the industry, and there will be no differentiated value. The subdivision of "freshness with high nutritional value" will become a consideration.

During the internal visit, it was found that the company has been engaged in agricultural products for many years, and has a resource base for industrial chain development and strong financial strength. The leadership has a keen grasp of the market and a forward-looking scientific concept of "taking market demand as the center, market competition as the guide and brand development"; Headquartered in Shanghai, the layout of the production base enables enterprises to have the advantage of transportation distance, effectively control costs, facilitate rapid response to the market demand for fresh and timely eggs, and have the geographical advantage of personal service. However, Ogut also saw some problems in brand operation, business development and marketing, such as weak team strength, insufficient professionalism and insufficient marketing experience.

Two, planning enterprise development strategy, brand marketing strategy planning and positioning.

With the deepening of all-round investigation, Ogut expert group has a deep understanding of the consulting direction of this project. The content of project cooperation has been supplemented and improved in detail. Firstly, according to the industrial nature of the low consumption market of fresh eggs, the strategic goal of becoming the first brand in East China is put forward. Then, according to consumers' perceptual and rational values, the core values of "continuous innovation" and "fresh food" are refined. Finally, according to the industrial chain and production technology of the enterprise, the "eight quality standard systems" of the products are refined to support the brand proposition that "fresh food is better than mountain phoenix".

Through analysis, Ogut experts believe that consumer cognition is more important than facts! Under the premise of low branding of the poultry and egg industry, if Shanfenghuang wants to build the first strong brand in the regional market, it needs to launch a storm in the target market, seize the "first" position in the eyes of consumers, and form the concept of "the first brand in the egg industry region".

The Ogut organization analyzes the purchasing driving force at the product level and the value driving force at the brand level. The core value of the brand is: "fresh eggs, egg products and other agricultural products, the leader of industrialization reform and innovation and development;" In order to pursue a beautiful, healthy and harmonious life and supplement fresh nutrition. "Mountain Phoenix brand advocates a fresh lifestyle for the mainstream target market of poultry and eggs consumption. The positioning of the core value of Shanfenghuang brand starts from the highest spiritual level of mainstream consumers' mental cognition and consumer demand "self-expression". Take the lead in defining the brand's core value and endow the brand with a distinctive personality of "fresh food", instead of taking the product-oriented planning route, so as to form obvious differences with future competitors and fully conform to the highly differentiated and personalized brand core value planning principle.

During the market introduction period, we should take "Mountain Phoenix" as the core, create a high-end image, concentrate resources to create Mountain Phoenix, and establish the brand image of coaches in order to seize the high-end market; "Guxiang Village" takes the middle and low-grade brand image of Mountain Phoenix as its sub-brand, taking it as the development route of niche market and taking it as the supplementary role of Mountain Phoenix.

Brand strategic planning must pursue practical results and pay attention to "strategy flying and strategy landing"; First, strategic flying refers to the personalization of brand core values with high cultural recognition. Enterprises can make full use of brand strategic planning to achieve the great goal of building a century-old golden signboard, thus achieving "strategic flying"; The second is the strategic landing, that is, the core value dominates all marketing communication and operation management. Core values are often too abstract and vague to be understood and applied. It needs to be connected with marketing communication through a well-planned brand identification system with core values as the core. According to the difference of market demand and the driving factors to win the competition, combined with the similarities and differences of the theme in the brand development stage, we can guide the daily marketing communication activities of brand enterprises, so as to realize the "strategic landing". Therefore, in the process of "Mountain Phoenix" brand communication, Ogut adopted the principle of consistency between brand slogan and brand proposition, which not only saved brand communication resources, but also formed the most intuitive impression of consumers on brand core value and positioning. Thus, the brand slogan "Fresh eggs are mountain phoenix" and the brand appeal "Fresh is good" were established, which is the perfect combination of product characteristics and consumer demand.

Through analysis, Ogut decided to focus on brand building and communication strategy, that is, "Fresh+First Brand in East China". It not only conforms to the characteristics of products, but also satisfies consumers' psychology and effectively restricts competitors.

Third, all-round strategic decomposition-enterprises need strategic planning and implementation assistance.

After the selling points and supporting points were clear, Ogut began to implement an all-round strategy. In the early stage, we mainly start with brand naming, product endorsement, product planning, channel planning, terminal planning, communication planning, marketing organization structure, sales staff allocation, performance design and many other aspects.

Brand naming, creation and shaping

The Ogut project team brainstormed many times on the naming theme, and held many creative and demonstration meetings. And launch a small-scale and relevant target customer representatives to participate in the evaluation. According to the specific naming and its interpretation, combined with the main value dimension of naming's contribution to brand development and target consumer group selection, launch a scientific and effective evaluation of the top few.

Ogut organization brand naming standard

1. Visual reflection will account for 72% of consumers' first impression, and brand naming should be expressive in terms of design aesthetics, commercial visual communication and popularization. So as to facilitate the overall design in the later period.

2. Auditory feedback will account for 65,438+00% of consumers' first impression. A good brand name should give people many characteristics, such as pleasant to hear, easy to remember, easy to identify, well-meaning and easy to spread.

3. The embodiment and grasp of psychological induction should be manifested from two aspects: visual communication and auditory communication. What kind of brand naming can grasp consumers' psychology and make consumers willing to buy, emotional appeal is very important.

4. Successful brand naming should have a correct and healthy association orientation, which links corporate culture with the attributes of products, so that consumers will associate their products as soon as they hear the brand name.

5. Pay attention to the cultural customs and habits of the target market, and consider whether the naming of the brand will be accepted and adopted by local consumers in combination with local characteristics.

After comprehensive consideration, submit it to the company leaders for decision. After several rounds of scheme submission, the linkage between the main brand and the sub-brand is finally determined.

Main brand-"Mountain Phoenix"

The return of nature is full of association and telepathy.

Phoenix-the symbol of chicken, the pastoral mood of "mountain"; The combination of "Mountain Phoenix" shows a clever scene.

Sub-brand-"Gu Xiang Village"

Originated from the countryside, audio-visual affinity, close to nature, feel the pastoral scenery, and naturally complement each other with the gift of nature.

Product and brand recognition specification

In brand endorsement, choose the star image display consistent with core values, concepts and tonality. Ogut suggested choosing young women in their thirties: they are dreamy, lively, romantic and energetic; Enthusiasm, sunshine, like travel and sports activities; Deep taste of life, life pays attention to details; Have love and care for everyone around you; Pay attention to food and emphasize the brand tonality of fresh eggs; At the same time, it also puts forward the endorsement of nutrition experts' products, waving flags and shouting for the eight quality standards of products, and building consumers' confidence in products.

Product line planning and creative design of product packaging

After determining the brand strategy that the main brand focuses on the high-end market and the sub-brands focus on the low-end market, Ogut sets product categories and packaging specifications according to brand tonality, product characteristics and consumer cognition. Combined with consumer market research, the consumer preference, cycle and consumption power were analyzed, and 12 egg was determined as the main product. At the same time, according to different consumption habits and levels, we designed 8 pieces, 20 pieces and other products with different specifications.

For example, in the packaging design process of the co-branded "Guxiangcun", Oget believes that because the products of "Guxiangcun" are promoted by low-end brands, they focus on the brand image of low-end eggs; The development of access terminals mainly focuses on food markets and convenience stores, so the packaging design takes "fresh, healthy and affordable" as the theme, focusing on consumers over 35 years old; And the design standards are mainly:

1. Originated from the countryside, it has a cordial visual sense and is close to nature. It feels the pastoral scenery and is associated with the gift of nature.

2. Overall packaging is aimed at the declining mass market.

3. Style identification: affinity, concreteness and easy identification. Design temperament tonality: green, simple and pastoral.

4. You can also flexibly cooperate with the strategic linkage of the main brand of Shanfenghuang in the proportion of channel distribution stations, or use it as an independent brand after the channel sinks.

The final packaging transfer design is also based on the difference of product differentiation after STP work, resulting in the difference of packaging positioning; Improve the packaging grade and reflect the selling point of products; Formed a series of original ecological, modern, fashionable and exquisite packaging styles.

In the process of product price strategy formulation, Ogut has formulated the high-end image of "Mountain Phoenix" brand with high quality and good price and the interest cognition of "Guxiangcun" brand with low quality and high cost performance in strict accordance with the core value orientation of the brand and the principle of dual-brand linkage. Pricing is based on the operating cost of products, the selling price of similar competing products and the purchasing power of target consumers. On this basis, the most important thing is to look at the perceived value of consumers. Perceived value includes monetary value, time and energy spent, etc. Only by improving the perceived value of consumers can enterprises obtain higher delivered value from customers and finally obtain a premium.

Multichannel strategy

In terms of channel implementation, we advocate the first stage: product promotion based on channel construction of KA direct stores. The second stage: traditional distribution, farmer's market and community chain. Focusing on the investment promotion of qualified dealers and the entry of farmers' market, we will plan key links such as profit expectation, value chain maintenance, market operation strategy, whole distribution process promotion, and practical operation method of terminal marketing system to impress dealers, so that they can deeply understand the products and see their development prospects. At the same time, let them know about a series of advertising and promotion support that the company helps dealers sell. The third stage: realize profit through the traditional Gatcom way.

Three-terminal strategy

The terminal has always been the focus of attention of merchants in FMCG industry, and it is even more important for the introduction period of the company's new products and brands. Whether it is sold in KA stores or farmers' markets, the terminals are all "three-oriented", that is, "vivid display, media communication and entertainment", attracting consumers' attention and establishing a good terminal image. Ogut's terminal strategy is divided into product appearance, category and variety, and standardized display is carried out according to terminal area and layout. Make the exhibition diversified, vivid and identifiable (vivid exhibition manual, terminal implementation manual), and implement the "terminal three-oriented project". On the terminal, ensure that consumers can see, hold, move and put down the close contact products, so that the display is diversified, vivid and identifiable.

Take the terminal as the most important medium, especially the KA store. Display important communication elements such as corporate image, product image and brand image through the terminal (terminal brand management manual, public relations promotion management manual). Make full and effective use of terminal products and advertising materials, and display important communication elements such as corporate image, product image and brand image at the terminal. Creative design of various promotional activities, the use of activities, specials, tasting, DIY and other promotional means, interactive entertainment for specific terminals of brand products, to promote terminal sales through entertainment, to achieve a pleasant buying and dining experience, and to add points to the brand image. Vivid and diverse creative activity planning, cross-marketing combination strategy. Especially in the "20 10 Brand Promotion Plan" designated by Ogut, taking the opportunity of the Shanghai World Expo, one theme is "this beautiful city, Mountain Phoenix makes life healthier"-fresh public relations promotion activities will be launched during the planned "promotion period", thus helping the brand to smoothly enter the "hot sale period". Terminal is the forefront of enterprise competition, but in the actual terminal promotion, we only pay attention to the promotion of terminal sales, while ignoring the construction of terminal brand image. Systematic and continuous terminal construction can not only increase sales, but also enhance consumers' awareness of the brand and achieve fame and fortune in brand and sales.

Under the unified brand tonality, Ogut professional creative design team creatively designed a series of terminal materials, such as publicity tables, POP display boards, leaflets, posters and jumping cards, which provided strong support for the terminal construction of new brands. Combined with the theme creativity of this activity, the company achieved the expected good results in the early market introduction.

Integrated communication strategy

Shaping the main brand of Communication Mountain Phoenix: "Fresh is good." Peaceful, sincere and not feminine.

In the process of brand communication, the principle of consistency between brand slogan and brand proposition is adopted, which not only saves brand communication resources, but also forms the most intuitive impression of consumers on brand core value and positioning. We extract the theme and direction of annual communication and promotion from the strategic planning of Shanfenghuang brand, innovate communication means, arouse the voice of consumers, and thus generate strong marketing power.

Through the accurate expression and effective extension of the connotation of Shanfenghuang brand, the DNA of the brand is shaped. Only by forming a distinctive brand proposition and constantly improving the brand structure construction can we shape a good brand image and form an image cognition of "Mountain Phoenix = Fresh Eggs = Fresh Personality = Fresh Lifestyle". All our communication content must closely follow the core point of "fresh food is still good", in order to gain the premium ability and realize the qualitative leap from "addition" to "multiplication" of Shanfenghuang brand assets!

Through the comprehensive combination of media (online: TV, newspaper, magazine, outdoor, soft text, car body, offline: DM, POP, terminal display, door-to-door stores), ground promotion and air advertising cooperate with each other, and a series of event marketing, strategic alliance, public relations activities, community promotion, forums, exhibitions and other ways related to the communication theme are adopted to promote it reasonably and orderly.

Finally, win the price war with the value war, differentiate products and brands from other competing products, first occupy the "fresh" position in consumers' minds, and convey the brand value concept accurately and efficiently.

Marketing organization structure design

Aiming at the strategic construction goal of the internal human resources of the company, especially the organizational structure construction of the marketing department, Ogut determined the main problems of insufficient incentive of the internal marketing system of customers and the development direction of in-depth marketing through the analysis of the market environment. The organizational structure of the marketing system has been reformed, and the departments and post settings with competition orientation, market orientation and business orientation have been designed to help customers select key personnel and build management teams. According to the development direction of the enterprise, define the responsibilities of the marketing department, design the performance appraisal system and salary incentive system that meet the development requirements of the enterprise, and put forward practical suggestions on promotion channels and elimination management.

Four. Service customers' evaluation of Ogut consulting project

In the consultation process of the whole case, Ogut not only put forward the direction and goal of enterprise marketing development with its in-depth understanding of the industry and enterprises, markets and consumers, but also brought strategic decomposition suggestions on the overall implementation methods of the new brand marketing introduction period and the corresponding management model, salary and performance appraisal system. The successful implementation of the whole project package will not only increase the market sales of enterprises, but also improve the management level of enterprises qualitatively.

Ogut's consulting experts not only have good professional knowledge, but also have professional professionalism. During the project, Ogut's team worked seriously, meticulously and responsibly, even harder than all our own employees. They think of the enterprise and dare to speak out. Their good working attitude and style left a good impression on our enterprise and set a positive example for our employees. The cooperation with Ogut is our first cooperation with a consulting company. This cooperation has enhanced our confidence in consulting and consulting companies, and I believe such cooperation will be more and more in-depth. The further development of Mountain Phoenix brand will also take off with the help of Ogut professional service, bringing freshness to every warm home!

Verb (abbreviation of verb) conclusion:

Through the planning and assistance of Ogut team for one year, Shanfenghuang brand has operated well in several direct selling systems, and gradually developed the network of farmers, communities and special events, and its assistance to the marketing department and sales team will continue. I believe that in the future, Shanfeng will truly become a phoenix in the hearts of those who love her.