Recently, I took a small job to make a communication strategy plan for a foreign grain sub-brand in 222. Step one, I am familiar with the product and look at the official website, WeChat, Tik Tok, news reports, industry reports and other related contents of the brand, so that I can form a basic understanding of the brand and the selling points of the product. After my understanding, the main target group of this sub-brand is currently set at primary school students aged 6-12. It is mainly divided into four flavors. Chocolate flavor, original flavor, honey flavor, etc. And the buyers are the exquisite mothers of line 1-2 people. That is to say, the main consumers are children's food and the buyers are their parents, so we should not only consider the needs of children, but also understand their parents' preferences. So based on this cognition, we have consulted relevant information. For the choice of children's food, Parents mainly consider the needs of six dimensions. First of all, they should meet the nutritional needs, supplement various nutrients and trace elements, high-quality carbohydrate, high-quality protein and trace elements contained in the grain, and this sub-brand also adds nutritional fortifiers. Then, they should meet the demand of cost performance, which should be delicious and moderate in price. After all, at present, the big factories are easily laid off, the 35-year-old crisis, and the economic pressure of middle-aged people, old and young, is also great. The importance of cost performance is becoming increasingly prominent. The third is the requirement of high face value. Nowadays, parents and friends after 8s and 9s have too high requirements for aesthetics. Commercial body, beauty cosmetics, all kinds of high face value and face value also represent a company's basic understanding of aesthetics. Therefore, it is more and more important to improve the face value of packaging and food. The fourth is the consumption scene, and there are only a few consumption scenes of cereal. Breakfast, lunch, afternoon tea, small snacks for daily use and going out, so now the small packaging is also to meet the needs of various scenes. And many foreign foods are often a big box and a big bag, and there is no fresh-keeping means. Fifth, there is a higher level of spiritual demand. Consumer goods need to provide higher emotional value to parents and children. Eating is not only to satisfy the appetite, but also to provide emotional value. It makes people more happy. Let the parent-child relationship be more intimate in food. The sixth is the need to accompany the growth. Whether it is 1-3 years old or 3-12 years old, in all stages from children to teenagers, parents' high-quality companionship is indispensable. At breakfast, cereal is soaked in milk, and fruits, dried fruits, dried fruits, etc. are added. Among the colorful ingredients, Parents' care and companionship for their children have been realized. Therefore, we need products that can meet the above needs of parents. Especially, while meeting the low-level needs, we should shape communication slogans to meet the needs of high-level segments and satisfy the emotional value and self-realization value of buyers and users. Second, communication strategies are on the rise of the national tide, and the supply chain and quality of domestic products are no worse than those of foreign countries. Chinese people's recognition of domestic brands is getting higher and higher. Foreign things are not so invincible, and the moon in foreign countries is not so round. We analyzed competing products with high competition. In 218, the domestic brand Wang Baobao was formally established, and the Tmall flagship store was opened in the same year. In 618, 219, it won the first place in Tmall's category store, and the sales volume of double eleven in 69 minutes exceeded 1 million yuan, winning the first place in the category; In 22, we will complete the round B financing of nearly 1 million yuan, and start the expansion of offline channels and category extension. In addition to exerting strength on the product side, Wang Baobao is also different from traditional brands such as Ximai and Quaker in brand building. In the choice of marketing methods and communication contacts, it is mainly based on the preferences and habits of young people, mainly laying out online channels. Such as Weibo, Little Red Book, Tik Tok and bilibili. There are also various forms, such as graphic promotion, lottery activities, humorous videos, unpacking evaluation, good things recommendation, etc., to dig deep into the content and value of products. Different brand spokespersons were selected at different stages. In May 22, Xiaohuangxiang completed tens of millions of seed rounds of financing, and in December 22, the first product was launched, which included children's nutritious cereal with cereal series. In addition to Tmall and JD.COM, it also had more than 6 offline distributors. In March 221, it completed tens of millions of RMB financing. Used for category expansion and market promotion. Cooperate with the original domestic animation IP fainting sheep to popularize healthy eating. Tell the brand story around the little yellow elephant and a good example. The foreign brand Quaker Kalebi Kalebi is the largest listed snack food company in Japan. In 1988, it began to develop cereal food, launched fruit oatmeal in 1991 and launched fruit oatmeal+yogurt in 29. And constantly research and develop innovative tastes. The theme marketing star of "Breakfast is newly upgraded, delicious and nutritious" appeared in the offline breakfast experience space of Kalebi, and exclusively showed how to eat cereal and plant grass for fans. Weibo released a brand attitude video of "Life is not going to make ends meet", which triggered a real * * * among young people to "play with taste and eat addiction". The first launch of new products integrated marketing, Kalebi promoted the fancy eating method of curry-flavored cereal in Weibo, WeChat, Tik Tok and other channels. Similar brands of Kellogg's (omitted) Nestle (omitted) have aroused strong repercussions. In addition, we have also compared the marketing activities of two other famous foreign consumer goods brands. First, Oreo Oreo has raised the brand spirit of playing together, fully demonstrating Oreo's increasingly diverse brand image, interacting with consumers in a fancy way, and creating deep emotional links through multiple channels. Second, Starbucks has found that the family enjoys the star continent, creating a new experience of consumers' home life in the post-epidemic era. The pain point of turning the times into brand advantage. At the same time, Starbucks opened different concept theme stores, such as * * * space concept stores, to meet users' needs through more subdivided scenes. A general formula of brand communication strategy is obtained, and good concept+good play (such as fancy interaction, brand story, global marketing, cross-border joint name, etc.) = to achieve the purpose of occupying a unique niche in consumers' minds. There are still 2/3 strategies to be continued, which will be updated next time.