1965438+On March 6th, 2002, the world's first Oreo made by Kraft Company was sold. When you see this, will you start adding and subtracting and think, "Wow, Oreo has 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 Oreo-style "twisting, licking and soaking" eating method is only suitable for this most common and classic antique sandwich biscuit.
Have you ever seen Oreo advertisements to buy Oreo cookies and taste them yourself? Do you feel that you are not religious and impure if you don't follow a unique way of eating?
It is a group of special copywriters who invented such a childlike Oreo eating method. Mature and calm, they conducted phased market research under the organization of Na Beske Company (a biscuit company invested by Kraft Company, a subsidiary of 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 makes the process interesting. Let's take a look at their market research steps.
Oreo market research
Three main 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, besides "twisting, licking and soaking", Oreo also has brand axioms such as "Everyone eats Oreo" and "Only 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 Kraft's Oreo axiom? You are reading this article now. Recently, you saw Oreo cookies in the supermarket. Did you just walk 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, crispy noodles and 50 cents snacks in the hearts of the American people, and it is a symbol of childhood. The American people chose Oreo to relive this season. Such a marketing environment was undoubtedly extremely beneficial to Oreo at that time.
2 qualitative analysis
Team members believe that Oreo's brand image is not clear enough, and hope to communicate directly with consumers, accurately find out the brand advantages, consolidate and increase the brand's leading position, and create opportunities.
Seven customer groups participated in the investigation of the copywriting group. First, they ask customers to draw pictures about Oreos, but they don't copy Oreos themselves. The copywriting team asked customers to make a mini pre like the college students in the class, publish and describe their works, and show their Oreos from the side. At the same time, a comparison group was established, which is a competitor of Oreo. This is actually a psychological test. For example, people of different ages, genders and occupations "paint" Oreos, and individual customers represent similar customer groups.
Next, it sent a message to customers, "Oreo is missing." False information, test their reaction, let them write a praise obituary for Oreo and make up a reason for his death.
The last step of qualitative analysis-tell the story about Oreo of the investigated customers. 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 magical 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, in order to go up a storey still higher, should we expand this advantage? The answer is yes. The copywriting team decided to bring more business opportunities with more exciting 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, select the most impactful version, and then formally put it on the market to maximize its influence.
The "twisting, licking and soaking" that finally appeared in front of us is the wisdom of the copywriting team. Knowing what customers want through market research, being customer-oriented and doing more touching advertisements are the successful marketing methods.
Now there are many new Oreos, but in our initial memory, they are still lovely "twisting, licking and soaking". 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 broadcast yesterday, and even remember our childhood, but we will certainly remember how Oreo ate with that sense of ceremony.
Thanks for reading
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