19 12 On March 6th, the world's first Oreo made by Kraft Company was sold. When you see this, will you start adding and subtracting, thinking, "Wow, Oreo existed so early"? Friends who often surf the Internet may know that Oreo not only sells this ordinary black-and-white sandwich biscuit, but also has many fashionable patterns, such as Oreo ice cream, Oreo Spanish fried dough sticks, Oreo birthday cake, Oreo soft cake and so on, but the Oreo-style eating method of "twisting, licking and soaking" is only suitable for this most common and classic antique sandwich biscuit.
Have you seen Oreo advertisements bought Oreo cookies and tried it yourself? Do you feel that if you don't follow the unique way of eating, you will not be religious and impure?
It was a special group of copywriters who invented such a childlike Oreo eating method. Mature and calm, they conducted stage-by-stage market research under the organization of Na Beske Company (a biscuit company invested by Kraft Company affiliated to Oreo in China), and then put forward advertising copy for the global market in the new century. Although the word "market research" sounds serious, this group has made the process interesting. Let's take a look at their market research steps.
Oreo market research
Three major steps
1 Analyze the marketing environment at that time
The purpose of this step is to understand the business environment of Oreo brand. In fact, apart from "twist, lick and soak", Oreo also has brand axioms such as "Everyone eats Oreo" and "Only Oreo is available when you are close". We can also notice that the advertising language here contains restrictive words such as "du" and "only", with some exaggerated tone, about whether the public can accept the Oreo brand image. So, did the public really accept the Oreo axiom created by Kraft? You are reading the article now. Recently, you saw Oreo cookies in the supermarket. Did you just pass by silently, or did you stop there and pick up a pack of Oreo cookies? So as an American brand, is Oreo the fixed pick of China Volkswagen?
The team's analysis shows that in the United States at that time, the American people have generally accepted the Oreo axiom, and they seem to be brainwashed, "Yes, everyone in the United States eats Oreo." Oreo is probably the status of spicy strips, crisp noodles and 50-cent snacks in the hearts of the American people, and it is a marker of childhood. The American people choose Oreo to relive this season. Such a marketing environment was undoubtedly extremely beneficial to Oreo at that time.
2 qualitative analysis
The team members think that Oreo's brand image is not clear enough, so they hope to communicate directly with consumers, accurately find out the brand advantages, consolidate and increase the leading position of the brand and create opportunities.
Seven customer groups participated in the investigation of the copywriting team. First, they asked customers to draw pictures about Oreos, but they didn't copy Oreos themselves. The copywriting team asked the customers to make a mini pre like the college students in the class, publish and describe their works, and show the Oreo in their hearts from the side. At the same time, a comparison group was set up, which is Oreo's competitors. This is actually a psychological test, such as "portrait" Oreo through people of different ages, genders and occupations, and individual customers represent similar customer groups.
Next, it sent a message to the customer group, "Oreo has disappeared." False information, test their reaction, and ask them to write a praise obituary for Oreo, and make up a reason for death for it.
The last step of qualitative analysis-tell the story about Oreo of the customer under investigation. Strong Oreo fans told the story of "Oreo and me" with true feelings.
End: The customers surveyed actually feel that eating an Oreo is as happy as a fairy. Oreo is a magic brand. This shows that Oreo's strategy of "releasing childlike innocence" is successful, which touches the feelings of adults for Oreo, just like recalling childhood. So, for the sake of by going up one flight of stairs, should we enlarge this advantage? The answer is yes. The copywriting team decided to bring more business opportunities with more stimulating advertisements.
3 ASI test
The test content of ASI test is to put different first drafts of advertisements on TV stations without the knowledge of the test subjects, and then ask them about their impressions of advertisements, so as to choose the most impactful version, and then formally put it on the market to maximize its influence.
The "twist, lick and soak" that finally appeared in front of us is the wisdom of the copywriting team. It is a successful marketing method to know what customers want through market research, take customers as the guide and make more touching advertisements.
Nowadays, there are many new Oreo products, but in our initial memory, it is still lovely "twist, lick and soak". Understanding the market is an important part of the road to product success, and market research is even more essential in the process of making marketing plans.
Fifty years later, we will forget the plot of the TV series shown yesterday, or even remember our childhood, but we will definitely remember how Oreos eat to have that sense of ceremony.
Thanks for reading
By Jing Wanli Cheng Nile Lu Yi