In addition, from the perspective of "consumer brand loyalty", the top 10 brands are Dove, Di Chin, Cadbury and so on. (see chart 1-2). Among them, dove is far ahead.
According to the survey of chocolate brands that consumers have eaten, the data shows that Dove accounts for 48.5%, which also shows that Dove has a deeper impression on consumers, that is, its brand awareness is higher. Among them, its emotional transmission is one of the important reasons why consumers know it better and enjoy it.
3. 1. 1 taste
Dove chocolate is sweet, silky and delicate, and melts in the mouth. Milk tastes better. Di Chin chocolate is hard and crisp. Dark chocolate has the highest cocoa butter content, reaching 38%.
3. 1.2 quality
Dove Chocolate has advanced concept and mature business operation mode, and also has inherent advantages in product and technology research and development, and has always been at the forefront of similar products in terms of quality [1]. Di Chin adopted a unique 6-degree gold selection standard, and carefully evaluated and selected cocoa beans from six dimensions: acidity, alcohol content, odor and saturation, softness, complexity and balance [2].
3. 1.3 species
Dove continuously develops new products, and now has a series of products, such as Dove hazelnut chocolate, Dove milky white chocolate, Dove fragrant dark chocolate, Dove silky milk chocolate, Dove mellow mocha and roasted almond chocolate, Dove hazelnut almond and raisin chocolate, Dove crispy rice Dove malt crisp chocolate, Dove mellow dark chocolate and so on. At present, Di Chin has a series of products, such as exquisite small gifts, distinguished big gift boxes, wedding series, spice chocolate, delicious chocolate, true love chocolate and so on.
3. 1.4 packaging
Dove pays attention to the vivid product image in packaging graphics, and has always followed the classic coffee color in color, supplemented by different series of colors according to different products. The main and auxiliary colors are pink, creating a warm feeling. Font design adopts curve-based design method. There are three kinds of shape packaging: bowl packaging, gift box packaging and bulk packaging [3]. Di Chin has three series of products: self-use, small gifts and big gifts. Di Chin's packaging innovation, always walk in the forefront of fashion packaging [4].
Price: The retail price of Dove is 40-200 yuan [], which is higher than other products on the market. The retail price in Di Chin ranges from 10 to 150 yuan, which is relatively low compared with Dove.
Dove's advantages:
A. It tastes good, and the chocolate tastes mellow.
B advanced production technology and equipment are available, and the quality is up to standard. Consumers can buy and eat with confidence.
C. The variety is rich, which can meet the needs of all kinds of consumers and increase the market share.
Dove's shortcomings:
A. packaging is not innovative enough to attract consumers and affect sales.
B. Compared with some other brands, the price is relatively high.
3.2 Dove and Cadbury
The value of brand advantage in consumers' minds is leading the world, and terminal promotion interaction is adopted. The following is a comparative analysis of brand marketing channels between Dove and Cadbury.
3.2. 1 brand market positioning
Dove's brand marketing positioning and advertising design are relatively successful, mainly targeting at people aged 16-45. Couples of this age are full of energy, and people in love pay more attention to romance. However, the positioning of Cadbury A is to meet the needs of customers; B. Enterprise positioning should take into account the market and major competitors; C. Positioning is not only seeking differentiation, but also innovation. "
3.2.2 Brand Advantage Analysis
1. Dove brand analysis
(1) uses: gifts, giveaways, eating by yourself (2) naming: Sinochem's name is very intimate (3) packaging: exquisite European and American style design (4) taste: sweet and delicious.
Brand advantage:
A. delicious, delicious, and well advertised; B. Good taste C. Pure chocolate D. Not too sweet E. Delicate F. Good taste, smooth G. Not greasy.
2. Cadbury brand analysis
As far as Cadbury is concerned, it is well-known in domestic and foreign markets and has a high market share. As long as there are large-scale wedding banquets in the target market, such as Cadbury products, especially the products of a lotus, they will basically appear. "In the target market of Candy, Cadbury has established a brand image through various marketing methods and gained a firm foothold, so Cadbury strives to occupy more of this market. On this basis, we will carry out brand expansion effect and implement comprehensive professional wedding candy for middle, high and low-end products.
Brand advantage:
Cadbury gives its products the purest chocolate candy, which is the most unique point of its products. The traditional packaging with blue background gives people a dignified but lively feeling. Cadbury Yikoulian's unique sandwich toffee design is unique. In the mid-to high-end market, no really strong competitor has a similar product line.
3.2.3 Brand disadvantages
The analysis of dove,
(1) high price; (2) getting angry; (3) Less varieties and less patterns; (4) Not easy to preserve; (5) small quantity;
For Cadbury,
(1) Low-end market blank. At present, the low-end market of Cadbury is still blank. Because its own image is a multinational foreign-funded enterprise, its noble image has also become its system to expand the low-end market. (2) The brand recognition outside the Yangtze River Delta is poor.
3.2.4 Marketing channels
Dove's marketing strategy is aimed at single women aged 18-24 and couples or men and women aged 15-35. Dove has launched eight classic flavors with their own characteristics, and advertisements have always enjoyed a high reputation. In the distribution channel, Dove boldly innovated the way of display and promotion, and displayed the chocolate in the freezer selling insurance milk, which solved the problem of chocolate preservation in summer. Sometimes, in order to increase sales in the off-season, it will be bundled with Coca-Cola, a popular summer product. In the promotion strategy: promotion-seeking opportunities for promotion and display. Because promotional display can greatly promote product sales.
For Cadbury, it is a very important task for manufacturers to design the best channel structure by analyzing the channel structure and related influencing factors, because the success of the market requires powerful channel members who can effectively perform their distribution duties and realize the channel design ideas. In the promotion strategy, after years of market tempering, Cadbury has realized that the only thing that can be imitated, copied or even surpassed by competitors is its own professional chocolate.
superiority
(1) Strong financial backing
Dove has certain advantages in financial resources. Dove is produced by the chocolate factory of Effen Food (Beijing) Co., Ltd. and invested by Mars [5], the world's largest chocolate and candy company. Dove has an absolute advantage in capital, and can continue to invest a lot of resources in product research and development to provide consumers with high-quality and delicious food.
(2) high-quality employees
Mars in the United States is rich in human resources and its personnel system is extremely standardized and standardized. Its concept of employing people has attracted all applicable talents in the world. Respect knowledge, talents and individuality, provide every employee with opportunities and space for sustainable development, make every effort to build an excellent team with ideals, passion, innovative spirit and fighting capacity, and strive to achieve the company's strategic goals. Regard employees as wealth and talents as capital, constantly build the core competitiveness of enterprises, and strive to create a fair competition environment with good salary and welfare system, incentive mechanism, assessment mechanism and competition mechanism, so that every employee can create himself and realize his own value in the big family. Every employee of Mars Group has high quality and moral character.
(3) Advanced technical equipment and technology
Adopt international advanced R&D, pilot production, detection, analysis and testing instruments. The company has a high level in the research and development of chocolate and its products, candy and other snack foods, showing the international first-class level, which provides a strong guarantee and support for the quality and product innovation of Dove chocolate products. Advanced technology and rich varieties provide consumers with a rich tasting experience.
(4) brand awareness
The brand image of "milky and silky" Dove is excellent, and it has a high brand awareness in the market, with a market share of 35% and a visibility of 80%[6].
Dove's main product is chocolate bars, and the sales of this bag have made great contributions to Dove. So far, Dove chocolate bar is still one of the products that can be fast-forward and fast-out in China's wholesale market, and this product has successfully entered the vast secondary and tertiary markets in China. It is for this reason that Dove has become the most famous chocolate brand in China.
① Products: High-quality "Dove" chocolate brings pure chocolate experience, with rich milk flavor and silky feeling; Its main product is chocolate bars.
② Concentration: In the chocolate market, the share of Dove reached 60.2%.
4. 1.2 Disadvantages
(1) Dove's chocolate as a gift is not creative.
The competition in high-end product lines is extremely fierce. Not only are imported products under siege, but many domestic brands are also ready. At present, the largest sales volume of gift chocolate in China is Di Chin [7].
(2) the production and market supervision is lax [8]
Unqualified chocolates will occasionally appear in the market, whether it is domestic staff or sales places. For example, I saw in the news that Dove chocolate has a can pull ring or Dove has bugs. Recently, the incident of "live maggots" broke out in Dove chocolate, which also reflected the poor supervision of Dove's production and market.
(3) The optional materials are mainly from abroad, and the cost of raw materials is high.
Although half of Dove's raw materials come from home and half from abroad, most of the main optional materials come from abroad, resulting in the high cost of Dove's raw materials.
chance
(1) China has a vast market with relatively many untapped potential markets and customers.
Dove's market in China is mainly concentrated in the central and eastern regions. North and South, the development of the northern market is better than that of the southern market, while China has a huge market and relatively more consumer groups. Therefore, the potential market of chocolate in the central and western regions and other undeveloped regions is huge, which is an opportunity that Dove can't miss [10].
(2) The development of new products is conducive to the expansion of Dove market.
Dove's new product "hazelnut" series of sandwich chocolates has received a good market response. At present, there are relatively few varieties of Dove, so it is necessary to develop more new varieties to meet the requirements of different customers to the greatest extent.
(3) In recent years, the domestic chocolate market has developed rapidly, and the demand for chocolate is increasing.
4. 1.4 threat
(1) In recent years, more and more high-quality chocolates have entered China, and more people know how to taste chocolate. Dove, a relatively low-grade chocolate, will be abandoned by high-grade people.
(2) The chocolate industry is highly competitive.
Industry Competition: Dove, Cadbury, Hershey and Di Chin occupy more than 80% of the chocolate market in China, and the market is in an oligopoly.