Many classic marketing cases remind us that both product innovation and marketing communication are worthy of our discussion and analysis. I have carefully collected and sorted out successful marketing cases for you. Let's take a look at the food industry.

successful marketing case food industry article 1: McDonald's

In 1955, 52-year-old Crocker bought seven McDonald's fast food chain stores and their store names operated by Richard Brothers for $2.7 million, and started his McDonald's hamburger business career. After years of hard work, McDonald's fast food restaurant has made amazing achievements: at present, it has become the largest food company in the world. By 1986, its annual sales had reached 12.4 billion US dollars and its annual profit was 481 million US dollars. McDonald's fast food restaurants have spread all over the world. If you visit Japan, you can walk into McDonald's fast food restaurant and have a big one? McDonald's? Hamburgers and a ice milk drink. You can also order a McDonald's in Mexico, Switzerland and Thailand. If the negotiation is successful, you can even taste the characteristics of McDonald's in Hungary and Yugoslavia. In a word, McDonald's has become a global commodity, almost ubiquitous. McDonald's golden arch? M? Logo has become a popular culture that can be understood without translation in the world market, and its corporate image has taken root in the minds of consumers to such an extent, as a professor at the University of Michigan in the United States said: Some people will find it hard to pass the day without seeing the golden vault of McDonald's restaurant, because it also symbolizes safety. ?

how did McDonald's achieve such remarkable achievements? This is due to the company's marketing concept. The company knows that a good corporate international image will play a great role in corporate marketing. Therefore, its founder, Crocker, on the one hand, strives to establish a corporate product image, while paying more attention to establishing a good corporate image. M? The golden image of the logo. At that time, there were many hamburgers available in the market, but most of them were of poor quality, slow supply to customers, poor service attitude, poor sanitary conditions and noisy atmosphere in restaurants, which made consumers very dissatisfied. In view of this situation, McDonald's company put forward the famous? Q? 、? s? 、? C? And? V? Management concept, Q stands for product quality? Quality? S stands for service? Service? C stands for cleanliness? Cleanness? V stands for value? Value? . They know that providing customers with appropriate products and services and constantly meeting the changing needs of customers is an important way to establish a good image of enterprises.

in order to ensure the quality of its products, McDonald's company has detailed regulations and explanations on every specific detail of hamburger production, from management and operation to the selection and processing of specific products, and even includes details such as how often the toilet must be cleaned and how hot the oil of fried potato chips should be. For those who run McDonald's branches, they must first go to McDonald's Hamburg University in Illinois for training for 11 days. Hamburgers? Degree, before business. Therefore, all hamburgers sold in McDonald's fast food restaurants strictly implement the prescribed quality and ingredients. Take the French fries sold together with hamburgers as an example. The potatoes used as raw materials are specially cultivated and carefully selected, and then the contents of sediment and sugar are adjusted through appropriate storage time, and then they are fried in a frying pan with adjustable temperature and immediately supplied to customers. If the French fries are not sold within 7 minutes after frying, they will be scrapped and no longer supplied to customers, which ensures the quality of French fries. At the same time, because the customers who eat in McDonald's fast food restaurants come from different classes and have different ages, sexes and hobbies, the taste of hamburgers and the recipes and condiments of fast food also cater to different tastes and requirements. These measures make the company's products win people's admiration and endure for a long time, and establish a good corporate product image, which in turn lays a solid foundation for establishing a good corporate international image.

McDonald's fast food service is also first-class. There are no public telephones and coin-operated jukeboxes here, so there is no noise and loitering, which is most suitable for family dinners. Its seats are comfortable and spacious, with breakfast and new varieties, which can be selected by customers. The service efficiency here is very high. When there are many people, all the food customers want is put in a paper box or paper cup tank in advance, and all the requirements of customers can be met by queuing once. McDonald's fast food restaurants always appear where people need to eat, especially on both sides of expressway, which reads:? Is there a McDonald's fast food service 111 meters away? , and marked with eye-catching food name and price; In some places, there is also a walkie-talkie. Customers only need to report the name and quantity of food in the walkie-talkie. When the car arrives at the branch, they can deliver the goods with one hand, pay with the other hand and drive on at once. The food taken away by customers in the car is not only properly packed in advance so as not to overflow in the car, but also equipped with plastic knives, forks, spoons, straws and napkins, and the lid of the beverage cup is crossed in advance so that customers can insert the straws. Such thorough service adds a colorful stroke to the glorious image of the company.

McDonald's company has established the image of high-quality products and services among the public, but it also realizes the importance of cleanliness and hygiene for a food company. Without a clean and hygienic image, Maxwell's company can't keep its good image all the time, and of course it can't guarantee its good marketing effect. Therefore, McDonald's fast food restaurants have set strict hygiene standards. For example, staff are not allowed to have long hair, women must wear hairnets, and customers must wipe the desktop as soon as they leave, and the paper that falls on the ground must be picked up immediately, so that the fast food restaurant can always keep a clean environment with bright windows. Whenever customers walk into McDonald's fast food restaurants, they can immediately feel clean and comfortable, thus generating trust in the company.

because of the outstanding performance of McDonald's fast food restaurant in service, quality and cleanliness, customers feel that McDonald's fast food is a real enjoyment and it is worthwhile to spend money. This feeling will prompt him to walk into McDonald's again and into the restaurant with the golden vault.

that's how McDonald's company won a good image for the enterprise through the marketing management mode of Q, S, C and V. Today, McDonald's is standing high in the international market with a safe and reliable image. A good international image has brought great benefits to the marketing of enterprises. At the same time, good sales have further expanded and consolidated the international image of the company.

Comments on McDonald's successful marketing case:

Only when the products and services of an enterprise can be recognized and accepted by customers can the enterprise stand firm in the market, so the starting point and destination of all business activities of the enterprise is to do everything possible to make customers satisfied with its products and services. Think about what customers think, be anxious about what customers are anxious about, and think more carefully.

Analyze the growth process of McDonald's carefully. Why can a fast food brand become a symbol of popular culture? There are many reasons, such as convenient and catchy names, clean and elegant dining environment and good food quality? And so on, but every reason is a serious implementation and implementation of a marketing strategy.

Successful marketing case Food Industry Chapter 2: Qingdao Dumplings Entering Beijing

Many people have asked me a question:

? We have tried social marketing, new media marketing, and so on. We also have two talents, and we also make friends. Our budget for new marketing is increasing, but why can't we achieve the detonation effect?

those who are eager to launch new products and explore new markets are particularly concerned about this issue.

what do they usually do when they have a new product or a new store?

many companies are busy throwing money to start the market. It started successfully because? Resources are valued enough? ; The startup failed because? Resources are not in place? .

how do you usually throw money?

The most common way is to put advertisements all over the elevators in the surrounding communities, spread small advertisements on the ground everywhere, buy Weibo for forwarding, irrigate the forum, and rich owners will shoot flies on TV. If you are careful, you will follow the most prudent approach: point? Line? Face, focus on resources, advance steadily, and overcome them one by one.

who doesn't have a few in the market all the year round? Brush? ! These? Brush? It is effective, but everyone is using it, and it seems unsatisfactory. ? Have you made a name for yourself and made sales? Have you increased your input and output? When answering these questions, most of them are a little emboldened.

why don't you have confidence?

because advertising can't bring word of mouth, it is difficult for a few individuals to try to consume, and it will have a lasting effect. The reason why he is not sure whether he can break the market is because he is not sure where the lever fulcrum that triggered the chain reaction of the market is!

yes, if you find this fulcrum, you will find the tipping point of a new market.

At the end of last year, we made a case about how to use the thinking of fan marketing to incite a new market. Understand this case, and you will have the answer.

The dilemma of regional brands going global

Last year, we made such a customer. It is called Boat Song Fish Dumpling, a regional catering brand in Qingdao, and it is very famous in Qingdao. According to statistics, if you stay in Qingdao for 3 days, you will definitely have a meal at the Boat Song Fish Dumpling Hotel, because it represents the characteristics of Qingdao.

However, it has not been so smooth to open up markets outside Qingdao, especially to leave Shandong. When it is ready to enter the Beijing market and seize the commanding height of the whole country, it faces great pressure.

It is similar to the difficulties that most regional brands have encountered: compared with other places, the cost of Beijing is higher, and the popularity of regional brands is difficult to get enough attention from high-quality commercial lots; Whether the main products popular in Shandong can be a hit in Beijing and other places is also uncertain; The original familiar startup mode and available resources may fail in Beijing.

the founder communicated with me, is it possible for us to support the opening of a store in Beijing through fan marketing, and at the same time, consider promoting a regional brand to the whole country?

How did we do it

On February 2nd last year, its first store in Beijing was successfully opened at the Xinzhongguan Shopping Center in Zhongguancun. The opening scene was so hot that it started at 11: 31 in the morning and queued until 11: 11 in the evening. After several months of operation, if you go to that store today, you will find that lunch and dinner are still lined up. It also opened the second and third stores in succession, and many people asked me, what kind of way did we use?

1. Find the right core layer. The core of our development is still around the golden rule of social marketing that I put forward, and the first is the circle. How do we define the core layer of the project "Boat Song Fish Dumpling", a brand completely unfamiliar to Beijing Volkswagen?

if you find the right person in this core layer, it will be your starting point.

Through brainstorming, we define the core personnel as Qingdao people in Beijing. Therefore, through various social media, we recruit and evoke Qingdao people in Beijing's food and memories of Qingdao brands.

in this process, we name our community? Jiaozi gang? , everyone called? Jiaozi? He also has a symbol of his own exclusive identity, right? Jiaozi order? .

2. Give the activity a symbol and integrate the brand meaning. Jiaozi Ling, a black, yellow and white jiaozi, vividly represents the product characteristics of Chuange fish dumplings.

I have seen that many enterprises do activities without any information about their products and brands in the name or even the whole process. In other words, the activity design has no personality, no sense of exclusivity, and it is ok to give it to any colleague. Because there is no force point and scattered force, such activities are usually difficult to make noise, difficult to remember and difficult to last.

whether we are? Jiaozi gang? Jiaozi order? , or? Jiaozi? These are all information related to our products. Hold? Jiaozi order? Yes? Jiaozi? All of them are privileged: he can enjoy a 18% discount, which can be enjoyed in 31 branches of the whole ship song fish; He is in the group, and the assistant can make a reservation for him in advance.

3. Establish the influence layer. After establishing the basic dish of fans, we have established another basic dish, which is the group of Beijing foodies. Why are you looking for a foodie group? I think it is closely related to the product strength of the boat song fish itself.

The characteristic of Chuange Fish Dumpling is that it is jiaozi with seafood stuffing, yellow and black, and its taste is very good. Now the SF cold chain is very developed. We have developed a product that can be purchased online. Consumers can order jiaozi gift boxes online and eat jiaozi with the solar terms. We use the second basic disk? Jiaozi eats food? Ask them to experience jiaozi at home, which will arouse the taste of this group of foodies and seduce them into the store to experience it.

we also invite? Jiaozi? Children experience the products in the store and package jiaozi together. In this process, their relationship with the brand has become more and more intimate.

what I want to emphasize here is that on the one hand, you must find the right person, on the other hand, you must guide in an orderly way.

I always say that there are several steps that everyone must remember: find out, expose, turn out and bring back.

We find out the core layer, and guide them to go out together, to bask in their feelings about jiaozi, their memories of Qingdao, and their stories and tidbits about jiaozi. In this process, let everyone go out again, and we will go out through secondary communication, through some large-scale sharing, through forum posting, and through various communities. Finally led back to the offline. In addition, we also drain to e-commerce.

with the opening of the new store, there are about 311 fans in our community, and they all feel that they have established a strong relationship with this brand invisibly. Even many Qingdao people in Beijing will feel that it is both their pride and their unshirkable responsibility to carry forward a hometown brand such as boat songs and fish dumplings in Beijing.

through these start-ups, some people will take the lead and form a group to add fuel to the flames, which is the lever fulcrum of the detonation.

4. Combined with hot spot boost. Then, we caught it again? Eat jiaozi on the winter solstice? Such a core sales day. At this node, we mainly throw out two emotional cards: First, we have the habit of eating jiaozi on the winter solstice, so we designed H5 to focus on the family's mourning; Second, my personal obsession with entrepreneurship. The Winter Solstice is an inspirational day. I wrote an article about entrepreneurship in the Winter Solstice. Perhaps my personal experience hit the hearts of most entrepreneurs, causing a group to sing and spread widely.

In addition, we also designed a very interesting cartoon image as a micro-expression, at that time, the spontaneous spread of this micro-expression was also very much.

of course, these materials are all in the body without exception.