20 million real money! A tough decision.
-Wow, the company agreed!
So, who's invited? Female stars or male stars?
Yake has invited Zhou Xun, a leading actress in the Mainland. Oh, oh, it's best to invite Hong Kong and Taiwan. If you invite the mainland, you'll have to invite someone who is more popular than Zhou Xun. This is everyone's bottom line.
A bunch of names appeared on the waiting list: Zhao Wei, Shu Qi, Ruby Lin, Karen Mok, Fan Bingbing, Yam Tat-wah, Louis Koo and Vic Zhou.
Fan Bingbing is not red enough, PASS.
Karen Mok is so personal, PASS.
Shu Qi generally reflects that the overall feeling is not appropriate, PASS.
Ruby Lin made chocolate, PASS.
Zhao Wei is not bad, but it seems that there are too many brands that endorse it, and its popularity has declined, which needs further consideration on the whole.
The typical image of men in Yam Tat-wah, the Fans group is quite different from the target consumer group.
Louis Koo made gum, PASS.
Vic Zhou, a member of F4, is very popular, and its Fans group is quite consistent with the target consumer group of 360 pure milk candy. At that time, the Japanese candy brand Youha, which was operating well in Shanghai, was also asking Jerry Yan, another member of F4, to be an endorsement. Vic Zhou is more popular than it, which is worth considering. However, many people in the Mainland only know F4, but they don't know Vic Zhou, especially the dealers don't accept it. On the whole, it also needs further consideration.
As a result of the primary election, the target was Vic Zhou and Zhao Wei, two stars, a man and a woman. Because of the time, this time, we didn't conduct a survey on consumers, but only conducted a round of survey on dealers, and finally got a result that had been expected for a long time: Zhao Wei, with an absolute majority.
Ye Maozhong institutions insist on the use of male stars, and insist on using the attraction of male stars to target consumer groups to promote them. As a snack food, consumer recognition is the most important thing, and the opinions of dealers can only be used as a reference.
-Vic Zhou! Whoa, whoa, the company once again supported the opinions of Ye Maozhong institutions.
Negotiations with Komi Ruizhi Brokerage Company went smoothly, and the two sides formally signed a cooperation agreement in Hong Kong in May 2004. The cooperation includes shooting an advertising film, shooting four sets of planes and attending three public relations activities.
The commercial was filmed in Shanghai in July, and the plane was also filmed.
At the same time, the design of product packaging is also in full swing. First draft, change! Second draft, change! Third draft, change! ..... Changed countless manuscripts. It was a painful and passionate day. Pieces of meaningful product copy are vividly on the paper:
"From the moment you open 360 degrees .../In order to make the feeling more pure/please, try to close your eyes/what is waiting for you will be/pure, fragrant, thick, smooth, soft, tough/delicious experience layer after layer/slowly diffuse from your mouth to your whole body/everything seems to be immersed in a pure sweetness ..."
"The beautiful encounter between milk and chocolate/purity is the first time to know each other/fragrance is the breath of knowing each other/concentration is the yearning of parting/slipperiness is the attachment of love/softness is the accompanying comfort/toughness is the philosophy of getting along/milk+chocolate is the perfect partner of innocence and personality". The final plan boldly adopted gold color in the original packaging, and the positioning of "fashion" and "high-grade" was fully reflected.
The package specifications of bags are determined to be 3, 38g,108g and 218g. Among them, 108 gram is the main specification, and it is mainly used as the terminal of A and B supermarkets and stores in first-and second-class cities; 38 grams is mainly engaged in class C convenience store chain and class D small terminal; And 218g is mainly used as a class A store terminal.
In addition, the bulk specifications have been retained and developed, and we still hope to get a share in the bulk candy market.
The product came out and the advertisement was filmed. At this point, the Ye Maozhong organization has basically terminated its cooperation with Woo Woo. The burden of product promotion and market operation completely falls on the shoulders of people. How to effectively introduce products to consumers?
Quickly establish channels!
As the first link of the channel, dealers must be conquered in the first time. After intense preparations, a large-scale investment promotion campaign was launched nationwide in late July. Put TV advertisements in the bidding section of CCTV, publish print advertisements in magazines and newspapers, and distribute investment brochures ...
Finally, on August 16, 2004, the "Whoo-Whoo 360 Pure Milk Sugar New Product Merchants Fair" was successfully held in Shanghai Science and Technology Museum. Zaizai was invited to attend the meeting, and the investment promotion meeting was a complete success.
Then it is necessary for consumers to see and try to buy and accept this product.
Since mid-August, the nationwide primary market and the relatively developed secondary market, Wow 360 Pure Milk Sugar, have launched a large-scale marketing activity for three months, and distributed more than1000000 packages of new product tasting packages. At the same time, they also planned and launched the "Wow 360 Xuanfeng Action" promotion activity to interact with consumers.
With a large number of advertisements in CCTV's tender section, advantage columns, satellite TV advertisements and entertainment programs, the ground response of outdoor advertisements such as bus bodies and telephone booths, and the "crazy" marketing and terminal promotion operation in the national market, from mid-August 2004 to1February, in four and a half months, Wow 360 pure milk candy has achieved excellent sales performance and successfully listed.
In the first half of 2005, 360 pure milk sugar continued to triumph all the way. Wow's success has attracted the attention of a large number of candy enterprises in China, and Yake "Didi Didi", Guanshengyuan "Younong" and Tianwo "Coffee Moment" have come out one after another. How to keep ahead?
In August 2005, before another year's candy consumption peak season came, such a problem was placed in front of the people. Still have to continue to play the star card!
"I have an appointment with Zaizai" came into being as the times require: from September 1 2005 to February 28, 2006, consumers bought "I have an appointment with Zaizai" pure milk candy, and sent the SMS confirmation code in the package to the designated number, and they had the chance to get repeated surprises! Every day, two grand prizes of "Meeting with Zaizai" and 10 commemorative prizes of "Winning the True Love Album of Zaizai" are produced.
On August 10, promotional packaging products went offline.
On August 3 1 day, the interactive platform of BBS network was opened.
On September 1 day, the SMS receiving and sending system started to operate.
On September 5th, Zaizai made a special trip to Shanghai to promote the activity "I have an appointment with Zaizai".
On September 12, the column of "honey talk" on the company website was launched.
10.8, the TVC advertisement for the promotion activity was completed.
120, the special tasting package for promotion activities was sent to the market.
/KOOC-0//KOOC-0/month/KOOC-0/6, TVC advertisement on tv began to broadcast in the national market.
On February 28th, 2006, the cumulative number of people who sent short messages to participate in activities exceeded 20,000.
On March 4th, Woo Woo Company fulfilled its promise that "I have a meeting with Zaizai on a date" was held as scheduled. /kloc-more than 0/000 consumers met with zaizai, and the climax was repeated. In the love auction, a bag of 360 pure milk candy signed by zaizai sold for a high price of 10,000 yuan!
……
In the sales year of 2005-2006, the sales volume of 360 pure milk sugar continued to be proudly independent!