(2006-4-10 9:26:54 By: Lv Chun From: View: 7010)

Title: "Japan's" Ajisen Ramen "Healthy Catering" Brand Breakout Plan

Source: The author, in his capacity as head of the planning department of Shanghai Leading Catering Management Company Limited, presides over the summary of this plan.

Author: Lv Chun

Email: Lvchun7029@vip.shin.com

Delivery organization: Shanghai regional headquarters

Website: www.wbsa-ok.com

Application:

This plan is useful for the manager of the planning or marketing department of the catering chain in the industry in the desire to Decision-making on the promotion of new products and constraints on competitors, modeled on this plan may play a role in reference.

Contents:

Since the accession to the WTO, Chinese and Western fast food chain with the industry continue to enter the market, the product structure is very similar to the fierce competition, if you want to stand out from the rest of the key lies in two points: one to ensure the quality of the product, and the second is to create a catering differentiated brand.

Western fast food KFC, McDonald's has become a junk food in foreign countries, is not conducive to human health; Chinese fast food chain started late, high degree of product bias, small scale, no special features; Japanese fast food "some ramen" site and product structure and "Ajisen" close, but the number of products. Close to "Ajisen", but the number of products is small, the price is high, the advertising investment is small, the brand recognition is low, "Ajisen Ramen" contains a large number of chondroitin, is an excellent supplement to the calcium of human bones, has a "white soup of the heroes" of the reputation of health The best thing about catering is that it's a great product.

China's economy is developing rapidly, people's living standards are improving, and gradually pay attention to training their own healthy eating habits, the opportunity is good, the market can be expanded.

Leading catering, is Shanghai "Ajisen Ramen" China's general agent, professional investment management, the national chain of more than 400, the competition is full of conditions, in the "spend a little money or do not spend money" for the principle of the premise, if the SWOT judgment, the use of borrowing from the background of Lotus. Adopting borrowed Lotus background, bundled with thinking about the bookstore, focusing on welcoming the creation of a healthy diet of innovative methods, and brand breakout in three steps, a fast - rebranding breakout, the concept of entry must be fast, two stable - the brand quickly breakout, the layout of the dissemination must be stable, three accurate --Brand breakout process, brand identification and positioning must be accurate, such as the success of the breakout, close to the tree can be a healthy diet brand, to determine the status of the Japanese restaurant chain leader, far from creating long-term strategic profit opportunities, to achieve the purpose of win-win economic and social benefits.

Case:

One, the background of the planning task

"Ajisen Ramen" store was founded in 1968, the birthplace of Japan's Kyushu Peninsula in Kumamoto, Kyushu, with the "white soup of the male" reputation, its unique white soup using pork bones, various types of soup. The unique white broth is made from large pork bones and various types of fish bones that have been simmered for a long time, and contains a large amount of chondroitin, which is an excellent supplement to calcium for human bones. "Ajisen Ramen" has first-class Japanese ramen products and culture, and has opened nearly 100 chain stores in Asia ....... Ltd. is the "Ajisen Ramen" China's general agent, professional investment management "Ajisen Ramen" Japanese restaurant chain. 1998 into the Chinese market in Shanghai since the remarkable performance, through the development of chain stores in just a few years time has reached dozens of outlets, the "Ajisen Ramen" Japanese restaurant chain. In just a few years, we have developed dozens of chain stores, and have made "Ajisen Ramen" a great success. However, the competition of the same industry also came, especially the intervention of Japan's "Ichiban Ramen", its choice of store location and "Ajisen Ramen" Japanese restaurant chain is very close to the same as KFC and McDonald's. In 2003, in order to not let the customer base diverted out, and at the same time, make the "Ajisen Ramen" chain of stores. In order not to divert customers from Ajisen Ramen, and at the same time to keep the Ajisen Ramen brand as the leader of Japanese fast food chains, the company's decision makers expected to establish a new brand image of Ajisen Ramen through the full-scale marketing operation of Ajisen Ramen, and to create a new brand image of Ajisen Ramen that would be more appealing to customers. The company's decision makers expect to establish a new brand image for "Ajisen Ramen" through the comprehensive marketing operation of "Ajisen Ramen", so as to differentiate itself from competing brands and form a differentiation. At the same time, the person in charge of the headquarters in Kumamoto, Japan, asked for this market operation to be completed on the premise of limited funds for publicity and spending a small amount of money. I take over as the head of the planning department of Shanghai Leading Catering Management Co., Ltd, to take over the full presidency of the "Ajisen Ramen" market operation, in the case of a small amount of cost investment, to complete the brand promotion.

Second, the planning of the decision-making process

In order to accurately establish the planning object, reduce the risk of corporate decision-making, I first of all, the macro-environment of the catering chain industry, the industry environment, the competitive environment and the internal resources of the enterprise carried out in-depth investigations and organization.

1, research information organization

In the nearly two months of comprehensive market research process, we fast food chain industry characteristics and consumer spending habits are organized and summarized.

(1) Market characteristics of fast food chain in China.

The fast food chain industry is divided into Western-style fast food chain industry and Chinese-style fast food chain industry. Western-style fast food, typical of the "Kentucky Fried Chicken", "McDonald's"; Chinese fast food, typical of the "auspicious wonton", "Damien dumplings Chinese fast food, typical of "Lucky Wonton", "Daniang Dumpling", "Yonghe Dawang" and so on. Due to the Western fast food "Kentucky Chicken", "McDonald's" in foreign countries has become junk food, is not conducive to the development of human health, and China's traditional fast food is small in scale, no special features, etc., so that the possession of the Kyushu "white soup of the hero! "Ajisen Ramen" Japanese fast food into the Chinese market, there is a great opportunity. 1998, "Ajisen Ramen" Japanese fast food, Shanghai market in China to intervene in the Shanghai fast food chain injected fresh blood. In 1998, "Ajisen Ramen" Japanese fast food intervened in Shanghai market, injecting fresh blood into Shanghai fast food chain. Through a short period of 4 to 5 years, "Ajisen Ramen" has formed a fast food chain scale with Shanghai as the headquarters and more than 400 national fast food chains in Shenzhen, Hong Kong, Jiangsu, Zhejiang and other places. "Ajisen Ramen" in the minds of customers, especially young and fashionable customers, has formed a certain brand awareness.

(2) Characteristics of China's fast-food chain industry

Compared with other catering industries, fast-food chain industry has many varieties of products, long product life cycle, slow product renewal and large investment in advertising. Therefore, the fast food chain industry is very competitive. Especially after China's accession to the WTO, more foreign fast food will enter the Chinese market, therefore, fast food chain industry competition will be inevitable.

(3) The problem of fast food chain competitors in the same industry

We have found that there are three major problems against the consumer's consumption habits in our multi-faceted investigation of our competitor "Ichiban Ramen". (As shown in the table)

Consumption habits Consumption characteristics "Ichiban Ramen" problem

Impulsive type Doesn't care about the price of the product, but focuses on the number of styles and varieties of the product The number of products is less than 20 kinds of products Less than

The rational type pays special attention to the price of the product Product prices are high The average consumption of the product is 45 yuan per person High

The habitual type is very concerned about the product and brand name. p>Habitual type Already have cognition of the product and brand Brand cognition is low Low

We found that "Ichiban Ramen" violates the three major consumption habits of consumers in the organization and summary of "Ajisen Ramen's" business characteristics, which are precisely the following "Ajisen Ramen has solved. (As shown in the table)

Consumption habits Consumption characteristics "Ajisen Ramen" characteristics

Impulsive type Do not care about the price of the product, pay attention to the number of styles and varieties of products The number of products is more than 100 kinds of products More than

Rational type Pay special attention to the price of the product The price of the product is an average consumption of 25 yuan per person Low

Habitual type Pay special attention to the product price of 25 yuan per person Low

Habitual types have already developed an awareness of the product and the brand, and the brand awareness is high. and how to improve consumer brand awareness of the three issues.

2, the problem analysis judgment

In order to ensure the correctness of the implementation of the decision, we combined the characteristics of the company's products, through the analysis of competitors' products and sales strategies, focusing on "Ajisen Ramen" products how to break out of the brand of the three issues, as three decision-making points repeatedly reviewed, carefully assessed the strengths and weaknesses of the company and its marketing operations, the company's strengths and weaknesses, and how to attract potential customers. We carefully assessed the strengths and weaknesses of the company and analyzed the opportunities and threats in the environment in order to find an entry point for the repositioning of the "Ajisen Ramen" brand and to provide a basis for the correct market positioning of the "Ajisen Ramen" brand.

(1) Analysis of opportunities and threats in the macro environment

At present, although the competition in the restaurant chain market is extremely fierce, there are not too many really good and excellent restaurant chains in the Chinese market, so the impact on the "Ajisen Ramen" product is not great.

First, Japan Kumamoto as the core of the Japanese restaurant chain, its food and beverage culture of the Chinese consumer groups is very easy to accept, the Japanese local culture is easy to combine with the local culture of China, the Oriental favorite and feel the same point;

Second, the competitors to reduce the investment in advertising, resulting in brand awareness is not high, but rather increased "Ajisen Ramen" market entry barriers, "Ajisen Ramen" product market potential;

Third, China's catering chain industry started late in the development of the higher degree of traditional products, the Chinese consumer groups do not have a great attraction, so the foreign food chain in China, the Chinese consumer groups are not very attractive, so the foreign food chain in China, the Chinese consumer groups are not very attractive.

Fourth, the rapid development of the economy, with the increasing standard of living, people are gradually focusing on cultivating healthy eating habits, to "Ajisen Ramen" products bring business opportunities. "Ajisen Ramen" contains a large number of "chondroitin", the human skeleton calcium has an excellent supplement, in line with the market demand for consumers to eat healthy.

(2) "Ajisen Ramen" product analysis of advantages and disadvantages (as shown in the table)

Decision Points Advantages and disadvantages of the analysis

Brand Positioning Advantages: A certain scale of chain operation has been formed in Shanghai, Hong Kong, Guangzhou, Shenzhen, Jiangsu and Zhejiang and other major cities, and there is a certain media advertising investment in medium and large cities, creating a certain degree of consumer confidence in the brand. Media advertising investment, in the hearts of consumers to generate a certain degree of awareness, in the market also has a certain market share and popularity.

Weaknesses: "Ajisen Ramen" was originally positioned as a Japanese restaurant, mixed with similar competing products, did not reflect the main characteristics of the production, so that consumers misunderstand the Japanese cuisine.

Countermeasures: With the help of the original market boss and popularity, the brand is repositioned as a "healthy restaurant".

Solid customers Disadvantage: the intervention of competitors, occupying a certain market share.

Advantage: "Ajisen Ramen" has already catered to consumer psychology.

Countermeasures: stabilize habitual consumers and develop potential consumers.

Brand Enhancement Weaknesses: little dialog and communication with consumers, and the intervention of rivals is a threat to the company.

Strengths: "Ajisen Ramen" brand has already formed a certain degree of popularity.

Countermeasures: The company's original market share and popularity can be utilized to raise the company's popularity again.

Comprehensive analysis of the above issues, I believe that the market threat and opportunity in: threat is, due to the influence of competitors cool way of doing business, if the long term does not give rivals back to the attack, will cause the loss of customer base, and ultimately the formation of the market threat to completely withdraw from the market. Opportunity is, with the improvement of people's living standards, "healthy catering" market opportunities are huge, to healthy catering positioning is still easy to be accepted by the people, can guide the customer consumption in the long term.

We believe that "Ajisen Ramen" its unique white soup, containing a large number of "chondroitin", the human body's bones have excellent calcium supplement, enjoy the "white soup of the male!

3, planning ideas innovation

Based on the above organization and judgment, I believe that if the market situation to rely on planning to ensure the vitality of an enterprise, the difficulty is not very large, but can not be careless. Enterprises to enhance the brand image to break through three levels, first of all, we must know what problems exist in their own enterprises; secondly, we must find ways to solve the problem, and thirdly, we must prove that the method is feasible through actual operation. Aiming at the problems existing in the three decision points of "Ajisen Ramen", I start from the material innovation clue and adopt "healthy catering" re-branding as the entry point, i.e. "Ajisen Ramen" is the concept of healthy catering. The concept of "Ajisen Ramen" is the positioning of healthy catering, based on the perspective of changing trends in consumer demand, to improve "Ajisen Ramen" from a Japanese-style catering chain to a healthy catering chain. After establishing the core values of the brand, I believe that the communication layout is crucial to effectively communicate the brand and establish a broad understanding and ****knowledge between the brand and consumers. In order to let the "Ajisen Ramen" brand quickly break out again, in the process of marketing communication, follow the brand breakout "fast, steady, accurate" three principles of thought, to correspond to the "leverage the momentum to gather gas, bundled to enhance, build momentum The three operation strategies, through the follow-up of news articles, product display and promotional activities and many other elements, as the overall communication strategy.

The overall planning ideas and operational strategies are shown in the following chart:

Fast background conversion method to gather momentum: the popularity of Lotus to quickly gather customers.

Stable bundling method to gather customers to create momentum: create momentum bundling thinking music bookstore to gather customers to enhance the brand

Quasi-focused method to gather industry to become a trend: the media to create momentum to achieve the health of the brand of food and drink to create momentum to become famous

Three, the implementation of the decision-making process of the planning

With the above thinking decision-making planning of the "collation, judgement, innovation "The foundation of the three processes, I officially began the implementation of the decision-making planning, from the" planning, decision-making, implementation "of the three implementation processes to carry out decision-making planning work.

1, plan development and production

After finding the entry point of brand repositioning, I have been planning ideas and operational strategies, according to the brand breakthrough "fast, accurate, stable" three stages of comprehensive planning.

The first phase of the strategy: to create a brand concept, take advantage of the momentum to gather gas, rapid breakout.

The differentiation of Ajisen Ramen from "Japanese style catering" to "healthy catering", highlighting the differentiated positioning of "Ajisen Ramen, Healthy Catering", with a focus on "Ajisen Ramen, Healthy Catering" and "Healthy Catering". Starting from the perception of "Ajisen Ramen", the brand concept is repositioned to differentiate the competing brands and establish the brand image of the company.

"Ajisen Ramen" is a Japanese traditional food, the original positioning of Japanese-style food, more competitive market demand, "catering differentiation" brand concept repositioning, the key is to grasp and cater to consumer psychology; grasp the consumer consumption of the three main elements of consumption, stimulate consumer spending desire. The key is to grasp and cater to consumer psychology; grasp the three major elements of consumer consumption, and stimulate consumer desire to consume. In order to achieve the premise of spending less money, the brand breakthrough enough "fast", the planning and marketing to do a good job, you can use the "leverage the momentum to gather gas" strategy, borrowing the famous brand company Lotus supermarket's huge popularity, through the incentive to give away the way to quickly guide a large number of potential customers to patronize the "Catering Differentiation" brand. A large number of potential customers patronize "Ajisen" restaurant, greatly increasing the frequency of customer patronage and turnover, so that the "Ajisen" brand awareness in a short period of time will be rapidly enhanced.

The second phase of the strategy: the gathering of customers to create momentum, the rapid breakthrough of the brand is built on the basis of "stability".

The rapid increase in brand awareness, we must maintain the brand breakout "stability". We work from two aspects. Internally, we express the business philosophy of "quality of conscience" to improve the quality of our internal products, give employees systematic training to ensure the quality of the product, strict control, to achieve material "stability". Externally, we adopt the strategy of "bundled promotion", and jointly sell bundled products with a well-known brand company, SiLe Bookstore, to utilize the intangible assets of its popularity and cultural background in the society, to bundle and promote the company's brand image, and highlight the cultural flavor of Ajisen Ramen's healthy catering brand, so as to achieve the "stability" in the spirit. Stability". Lay a solid foundation for the brand's eventual breakout into fame.

The third phase of the strategy: the gathering of industry into a potential, media momentum to achieve healthy catering brand.

In the absence of sufficient funds for the brand operation, in order to small and big, reduce the risk of competition, and even surprise victory, it is necessary to use the limited power in the most critical places. With a small amount of activity funds provided by the Japanese headquarter company, we adopted the news article combination method through the media such as Show Magazine, Dining Magazine and NEXT STOP Magazine to disseminate the Japanese traditional catering culture as an entry point, focusing on the healthy catering culture of Ajisen from a high level and highlighting Ajisen Ramen from "Japanese Catering" to "Japanese Catering". "Japanese-style catering" to "healthy catering" "catering differentiation" positioning, the trend to generate huge profits, to achieve economic and social benefits win-win purpose.

2, the plan submitted to the decision-making

Early in 2004, after two months of serious analysis of the market, after taking into full account of the consumer objects and market characteristics, I will be the above planning ideas to form a planning report, and in this way with the decision-making level for effective communication. After communicating with the headquarter of Ajisen in Kumamoto, Japan for many times, the concept of "Ajisen Ramen, Healthy Catering" was confirmed by the company's senior management, and I was appointed to preside over the development of the 2004 annual marketing planning program and implementation plan. In the process of formulating the program, the content of the program closely around the "Ajisen Ramen, healthy food and beverage" brand breakthrough - fast, stable, accurate ideas to start, the program and the implementation of the plan in the board of directors agreed, in March 2004 began to implement.

3, the implementation of the plan to implement

(1) the implementation of the gas gathering momentum strategy: the popularity of Lotus rapid gathering of customers.

The annual turnover of Lotus stores is about 380-400 million RMB, 32,000,000 RMB per month, with an average consumption of 60-100 RMB and about 400,000 transactions per month. "Ajisen Ramen" in the Shanghai area of the store reached a number of more than 10, we reached through the contact with a well-known brand company Lotus hypermarkets **** knowledge, that is, in the Lotus supermarket customers who consume more than 100 yuan, complimentary Ajisen Ramen coupon of 5 yuan, so that Lotus has become a "! Ajisen Ramen" is an important source of gathering customers. The specific implementation plan is:

① Ajisen monthly meal coupons to provide 5 yuan to Lotus, in Lotus shopping full 100 yuan that is to send Ajisen 5 yuan meal coupons.

② Ajisen puts POP posters at each checkout counter of Lotus to attract customers to spend over 100 RMB, and they will get 5 RMB meal coupons.

③ Customers who spend over 100 RMB at Lotus will receive 5 RMB meal coupon at Lotus service counter.

④ Ajisen 5 RMB coupon is limited to be used at Ajisen Grande Store and is valid for three months (counted from the date of the event), and is limited to one coupon per person.

⑤ Monthly Ajisen provides Lotus promotional expenses: 2,000 to 3,000 yuan

(2) The implementation of the strategy of gathering customers to create momentum: the joint well-known brand company Thinking of Music Bookstore steadily bundled to enhance.

Jointly with the well-known brand company think music bookstore for long-term bundled sales, the use of its visibility in the community and the cultural background of this intangible asset, bundled to enhance the company's brand image, highlighting the Ajisen Ramen healthy catering brand of the cultural atmosphere, to achieve the spirit of the "steady". Specific implementation plan for:

With the thinking music bookstore negotiation, in the bookstore customer consumption full of 50 yuan complimentary Ajisen meal coupons 5 yuan, in the Ajisen store consumption full of 88 yuan complimentary thinking music bookstore VIP elite card. We have successively launched a series of activities such as "Thinking Le Bookstore Delicious "Reading" Tasting" "Thinking Le Bookstore Indulgence May Day -- Giving you the "Gift" of not going home" and so on.

(3) the implementation of the strategy of poly industry into a potential: media momentum to achieve healthy dining brand.

In the Ajisen brand communication, "Show Magazine", "Food and Beverage Magazine", "NEXT STOP Magazine" media combination strategy, and choose "NEXT STOP Magazine" a single magazine advertisement placement policy and strategically carry out a number of tapping activities to consistently convey the connotation of healthy catering brand. The specific publicity plan is:

① The advertisement copy highlights: "Ajisen Ramen" is the only healthy catering from Japan, and the bone broth provides absorption and compensation to the human body, which distinguishes it quickly from foreign fast food.

② brand features focus on description: "Ajisen Ramen" white soup is easy to absorb to provide compensation for the body's bone, differentiated from similar products, catering to the increasing standard of living of consumers over the requirements of the food structure in line with the health of the psychological

③ slogan highlights: "Ajisen Ramen, healthy dining". As the "Ajisen Ramen" company logo has been in the hearts of many consumers to generate awareness, "Ajisen Ramen" brand repositioning, in the minds of consumers to form a "healthy catering". The spokesperson for Ajisen is "Ajisen".

Four, the assessment of the results of the planning

Analysis and evaluation of the results of half a month of SALES, April than the March turnover fell slightly, but this year's decline is less than last year's 7.6%. On the one hand, the overall turnover is better than last year, and on the other hand, there is the turnover brought by the joint promotion coupon of Easy Lotus and Thinking Lotus from April 12th. The success of this plan has established the market position of "Ajisen Ramen", built up a good product reputation, raised the awareness of the enterprise, improved the core competitiveness of the enterprise and gained good economic benefits. (See the table below)

Analyzing and evaluating the results of SALES for half a month, the turnover of April is slightly lower than that of March, but the decrease of this year is less than that of last year, which was 7.6%. On the one hand, the overall turnover is better than last year, and on the other hand, there is the turnover brought by the joint promotional coupon of E-Cupcake and Think Tank from April 12th onwards.

Explanation:

The key to using brand as a core competency to continue the life cycle of a business is vital in making a successful brand breakthrough. Established brand awareness is not equal to success, in order for the brand to create value for the enterprise, the need to continue to give it a new meaning to ensure that the new brand breakout. Brand breakout of the three basic principles of thinking "fast, steady, accurate", the new brand is equally important. The three basic principles of the new brand ideas are explained as follows:

1, rebranding breakthrough, the concept of entry is fast enough.

If a brand to build two or three years has no visibility and recognition, then from the point of view of investment and return to analyze, is undoubtedly a failure of brand management. Rebranding breakthrough, can be from the manufacture of a brand concept entry, brand concept positioning is the basis of brand operations, is a lock target consumers, and in the minds of target consumers to establish a distinctive differentiation and location of the process; is also a connection between the brand's own strengths of the characteristics of the target consumers and the psychological needs of the process. The concept cuts in just fast enough. Mainly refers to the process of brand positioning, to people's feelings and perceptions of the brand to start, brand positioning, in order to differentiate between competing brands, to establish their own brand image, so as to quickly break through.

For example, "Platinum Brain" in the beginning of the market, through a variety of brand breakthrough techniques, such as hard advertising, soft communication, terminal promotion and hype and other composite methods, so that the brand awareness in a short period of time to quickly get to enhance the health care market to kill a piece of heaven and earth, and quickly enhance the sales, so that investment quickly get a return. In 2000, Master Kong began to enter the beverage market, and started the brand building road with the brand name "Master Kong". In the fast-moving consumer goods market, the sales of Master Kong's bowl noodles have been good, and the brand awareness and reputation are very high. But in the beverage market, after all, is still a brand new brand. As a new brand, to quickly increase brand awareness in the market, and try to shorten the gap with the market leading brands such as Pepsi, Coca-Cola and other brands, it becomes the brand's primary task at the beginning of the market. In this case, at what level should one place oneself for branding? The emergence of a new brand strategy and the generation of a great idea are often accompanied by years of market operation and precipitation. For Master Kong, where to start is very important. The positioning of Master Kong's beverages, "Healthy Drinks", shows the superior quality of the product in a very appropriate way. And the hard TV ads planned for this purpose are being followed up as they enter the market.

The main point of this case is that, in terms of brand breakout, the use of "gathering gas and borrowing momentum" strategy to leverage the popularity of Lotus to quickly gather customers. By taking advantage of the huge popularity of the well-known brand company Lotus hypermarket, quickly guide a large number of potential customers to patronize the "Ajisen" restaurant, greatly increasing the frequency of customer patronage and turnover, so that the "Ajisen" brand awareness in a short period of time to quickly The brand awareness of "Ajisen" was rapidly enhanced in a short period of time. In terms of brand concept positioning, the anthropomorphic approach to "Ajisen Ramen" as a healthy food spokesman, will be positioned as a Japanese-style catering again positioning "healthy catering". The key lies in mastering the consumer psychology, grasp the consumer purchase motivation firmly fastened to the three major consumer habits (impulsive, rational, habitual). The correct brand positioning and unconventional brand operation mode, quickly establish brand awareness.

The revelation is that: in the highly competitive and increasingly homogenized products in the market, to do a brilliant planning and marketing, if you do not brand breakthrough composite approach to form a set of successful marketing planning sets, even if you have millions of capital, it is unlikely to quickly become famous. Product how to cater to consumers, the need to do in mind, corporate brand positioning is not allowed, then the brand awareness and then high, but also because the positioning is not allowed to produce real consumption, so that the enterprise investment in the brand is nothing. A product to provide consumers with the core benefits and values, is the customer really needs the service or benefit. In the actual process of practical operation, we are not to think of this concept how abstract, but to summarize this concept suitable for enterprises in the process of promoting products, so that it becomes an important reason for consumers to accept.

2, the brand's rapid breakthrough, communication layout must be built on the basis of "stability".

Rapid promotion of awareness, often accompanied by some unknown risks, so companies must be on a sound basis to ensure that the brand's rapid and healthy growth. Communication layout of the "stability", that is, the corporate culture, brand culture and brand advantages, through a variety of means, to maximize the display to the target consumer groups, and let the completion of the understanding and awareness of a process.

For example, "Qinchi" in the CCTV's "King of the bidding" after the brand awareness has been rapidly enhanced, and its sales volume with the rise of the brand and rapid take-off. However, the news of "Qinchi is blended with Sichuan wine", an open secret in the industry, pulled the brand from the peak to the bottom, and the instability of the communication layout put "Qinchi" in a passive situation. The stability of the communication layout of Pizza Hut is reflected in three aspects: 1, copywriting performance, in the writing of advertising copy, the first to emphasize the positioning of Pizza Hut restaurant as a happy restaurant. 2, graphic performance, the use of Pizza Hut's basic colors, to maintain the unity of the visual effect, easy for consumers to distinguish between the identification of the 3, film and television performance, the integration of traditional Chinese cultural concepts (such as generals of the Shu), and quickly promote the sales of the product.

The key point of this case is that, in terms of rapid brand breakthrough, we utilized the strategy of "gathering customers to create momentum" and bundled with the Thinking Music Bookstore to enhance the brand. Internally, we express the business philosophy of "quality with a conscience" to improve the quality of our internal products, give employees systematic training to ensure the quality of the product, strict control, and material "stability". Externally, the company adopts the strategy of "bundling and enhancing", uniting with a well-known brand company, Thinking Le Bookstore, to carry out long-term bundled sales, utilizing its visibility in the community and cultural background as an intangible asset, bundling and enhancing the company's brand image, highlighting the cultural flavor of the "Ajisen Ramen" healthy catering brand, and achieving a spiritual "stability". Ajisen Ramen" healthy catering brand's cultural flavor, to achieve spiritual "stability". In the hearts of old customers to enhance the brand image, in the hearts of potential consumers to establish a brand concept.

The message is that it is very important to have a strong brand foundation, and it is necessary to establish a brand in the minds of potential consumers through marketing. If you can build a strong brand, you must have a strong marketing program. If you don't, then all the advertising, beautiful packaging, promotional activities and public **** relations can't get you there. At the same time, brand promotion and communication are inseparable, as a planner must understand the brand promotion, you must use the communication for its help, only then, in order to form a strong market effect, and quickly enhance the corporate image.

3, the brand breakthrough process, brand recognition and positioning to be accurate.

Input speed and then fast, if the identification is not accurate enough, then what is the use? Products in the end to sell to which consumers, the need to do in mind, if the brand positioning is not allowed, then the brand awareness is high, but also because of the positioning is not allowed to produce real consumption, so that the enterprise's investment in the brand to go down the drain.

For example, "Mazillin" is a treatment of stomach medicines, due to the original positioning as a therapeutic agent, so that the mature product is facing the maturity of the "black hole". Enterprises on the "Mazillin" product brand repositioning, the manufacture of a "Mazillin" brand concept, positioning "Mazillin particles" green protective agent, that is, Mazillin protection (gastrointestinal mucosal barrier), safety and security. Mazeline protects (gastrointestinal mucosal barrier) and is safe (no toxic side effects). Breaking the concept of 7 poisons in people's mind, guiding consumers to reverse the thinking of 3 non-toxic drugs is what? That is Mazolin Granules. The scope of application has been greatly expanded because the protective agent can be widely used in various fields. The enterprise through the creation of the brand concept positioning, so that the secondary development of the product ushered in another period of maturity, and achieved great economic and social benefits.

The key point of this case is that in the process of brand breakthrough, the use of the "Jiuye Chengtsei" strategy, the media to create momentum to achieve the health of the restaurant brand to create momentum to become famous. Our "catering differentiation" positioning of "Ajisen Ramen" from "Japanese-style dining" to "healthy dining" is based on people's perception of "Ajisen Ramen". In order to differentiate between competing brands, we used media publicity to build momentum, highlighting Ajisen's concept of healthy dining and establishing the company's healthy dining brand image, so that consumers could accurately recognize the Ajisen Ramen brand, thus quickly re-emerging as a healthy dining brand. The healthy food and beverage brand, and thus quickly break through again.

The inspiration from this is that in the reality of the brand management process, for the average enterprise, it is impossible to multinational corporations, investing huge sums of money in brand publicity, management and maintenance, which is the actual problem faced in the brand breakthrough process. In the absence of sufficient funds for brand operation, if you can effectively use the unconventional brand concept operation mode, accurate, concise and effective brand breakout, often can be small and big, reduce the risk of competition, and even win by surprise.

The successful operation of Ajisen Ramen brand breakout has brought long-term strategic profit opportunities to the enterprise. In accordance with the brand breakout of the three principles of thought, according to the different stages of brand development brand breakout strategy design, is also a marketing planner must solve the problem.