Mengniu's advertising slogan

Summary of Mengniu's advertising slogans

Part 1: Mengniu's advertising slogans

A common term used by the outside world when commenting on the Mengniu Group's rapid growth under the leadership of Niu Gensheng is: "Miracle." The trajectory of this "miracle" is: three years, Mengniu Dairy from the industry ranked 1,000 outside to among the top four, and successfully built a Chinese well-known trademark. 1999, Mengniu Dairy was established in the year it realized sales revenue of 43.65 million yuan; in 2000, the second phase of the project was put into use, realizing sales revenue of 294 million yuan; In 2002, Mengniu's third phase of the project was completed, sales revenue exceeded 2 billion yuan; in 2003, it reached 5.1 billion yuan.

In the face of the "Mengniu miracle" argument, Niu Gensheng explained: "Just like painters, calligraphers can not be achieved in a short period of time, masterpieces, are required to build up. In fact, Mengniu is the same, Mengniu is not 3 years to 4 years of the company, from China's dairy industry, the history of our development is not three or four years; from the point of view of the industry as a whole, our team is engaged in the management of the longest time, I engaged in the dairy industry for 25 years, in the pasture for 5 years, in the Yili Group for 16 years, plus Mengniu development of more than 4 years of time, a **** is 25 years. Our entire team of four to five hundred people from the Yili Group, should be said to be the most characteristic of the Yili Group of four to five hundred people. So people must not be misled by these four years since the establishment of Mengniu."

Initial jingle:

Challenge, surpass

Please come to our prairie

Milk from the prairie

A cup of milk strengthens a nation

A catty of milk a day strengthens a Chinese person

Nature gives you more

Natural good taste

The new voice of true me

Love to drink, love yourself

More nutritious in the morning and evening

Stronger and stronger than the dream of China

A good partner for happy growth

Learning about astronauts, three cups of milk a day

Green, your mood

Sour, sweet, sweet, that's me

Special milk for China's astronauts

Article 2: Mengniu Advertisement

Mengniu is one of the leading companies producing dairy products in the Chinese market today, and the brand has grown rapidly along the way since its inception in 1999. And how did Mengniu mold the Mengniu brand into a top Chinese dairy brand in just a few years? He succeeded in many mysteries, among them, the most worthy of people's attention and learning is its excellent advertising and marketing strategy - judging the situation.

(a) brand creation - borrow Yili

1999, Mengniu start-up, economic strength and brand strength are very thin. At this time, Yili Dairy has been the first brand of grassland milk, how can Mengniu occupy a place in front of such a powerful opponent? Mengniu people came up with an excellent strategy - borrowing momentum.

Mengniu put forward the concept of "creating the second brand of dairy industry in Inner Mongolia", relying on the brand resources of Yili, standing on the shoulders of giants to see the world. The company is in a position to put itself in the position of one person and ten thousand people, leaving the other competitors far behind. At the same time, in the subsequent development, Mengniu shouted out the grassland brand "a glory, a loss" slogan, and then put forward the slogan "Cheers for Inner Mongolia". He did not put forward and Yili fight, confrontation, but to Inner Mongolia as a whole concept, are for the dairy industry in Inner Mongolia and struggle, the implementation of the "* * * raw * * * win strategy". It is this strategy, so that Mengniu to stand still, stabilize the foundation, do not cause themselves in the hot and cold competition.

(B) toddler - borrowing the national dairy market

From September 2000 to December 2001, Mengniu launched a public service announcement - "Cheers for Inner Mongolia, China's Dairy Capital". In Mengniu's advertising campaign, it is either from Yili, like Yili learning, or from the national dairy market, "for the national industry to compete". Mengniu humbly exalts its competitors so that they also have nothing to say, reducing many unnecessary troubles. Mengniu's publicity activities not only for their own good development environment, but also for the enterprise to establish a good brand image.

Mengniu also made an amazing move - spend 200 million yuan in Hohhot built a Mengniu Australia and Asia demonstration ranch. This ranch will be European-style, American-style, Australian-style, Asian-style grass, cattle, milking technology in one, like a "ranch United Nations". After the demonstration ranch was built, it implemented an open-door policy, so that anyone could come to visit and learn, as well as competitors. This is because the starting point for building a ranch is not for their own market, but for the entire market of the national dairy industry. Come here to learn from the experience of advanced countries in raising cattle, improve efficiency, so as to catch up with the advanced countries, for the benefit of the country. Mengniu's move, not only for their own good publicity and promotion, more like doing a public service, won the reputation for the establishment of the brand image to do an important promotion.

1, borrowing the Olympic bid

2001 Beijing Olympic bid, Mengniu was the first to stand up, "we donate 10 million". Cheering for the Olympics, cheering for China, "a catty of milk a day, strong Chinese", "Chinese cow" is a popular advertising slogan at this time. With the momentum of the Olympic Games, from the interests of the country, Mengniu people in this way to attract the attention of consumers, their efforts have been rewarded with a fruitful return.

(Figure

I), (Figure 2) is the Olympic bid to "Chinese cattle" as the content of the ads:

(Figure 1)

(Figure 2)

Figure 1, the subject of the main body is a weightlifter, his body full of power, full of passion, his mouth shouting, he is cheering for himself, cheering for the Olympic Games, cheering for the Olympic Games, cheering for the Olympic Games, cheering for the Olympic Games, cheering for the Olympic Games, cheering for the Olympic Games, cheering for the Olympic Games, cheering for the Olympic Games. He is cheering for himself, cheering for the Olympics, cheering for China, cheering for Mengniu. Below is a milky white color, as if it is flowing milk. In the lower right corner, it is the image of Chinese-style characteristic buildings formed by milk, such as the Temple of Heaven, which highlights the characteristics of Mengniu in cheering for China. Figure 2 and Figure 1 are a series of "Chinese Cow" works, but the subject has been changed to a passionate, enthusiastic audience, who is cheering for the athletes. It is also from the consumer's point of view, to see the Olympic Games, to see Mengniu brand, the same - the same for China, cheer for Mengniu.

2, borrowing "Shenzhou V"

During the SARS outbreak in 2003, many companies stopped advertising, Mengniu not only did not withdraw advertising, but increased investment, and increased the strength of public service advertising. "Immediately after the SARS outbreak, Mengniu was rewarded by the market. On October 16, 2003, "Shenzhou V" returned successfully, which was a groundbreaking event in the history of the development of the Chinese nation. It was a once-in-a-lifetime opportunity for the marketing business. Mengniu precisely recognized this point, with "Raise your right hand and cheer for China! With the slogan "Raise Your Right Hand, Cheer for China!", Mengniu launched the advertisement of "Milk for Astronauts", which appeared on street signs and buildings in all major cities, and Mengniu's TV advertisements appeared on dozens of TV stations nationwide, "Launch - Resupply - Docking Chapter". Launch--Replenishment--Docking" (/programs/view/w2Ttqpbwgc4/) was broadcast simultaneously on various channels of central and local stations. Because of seizing this opportunity, Mengniu's sales have also increased very substantially. A big step forward for dominating the market.

Figure 3 is "raise your right hand, cheer for China" one of the series of advertisements, aged athletes, smiling at consumers, behind the blue sky, a little forward is the Temple of Heaven in Beijing, from this perspective, the image of the astronauts is great, proudly raised his right hand, she is cheering for the space industry, cheering for China! She is cheering for the space industry, for China, and also for Mengniu.

(Figure 3)

3, momentum - "Super Girl"

If the "Olympic Games", "SARS", "SARS", "SARS", "SARS", "SARS", "SARS", "SARS", "SARS", "SARS", "SARS", "SARS" and so on. SARS", "Shen Wu ascension" are all borrowing momentum, then "Super Girl" is to create momentum, and achieved very satisfactory results. 2005 Mengniu Dairy Group and Hunan TV jointly created the "Mengniu Yogurt" and "Hunan TV". Mengniu Dairy Group and Hunan TV jointly created the "Mengniu Lactic Acid Milk Super Girl" youthful girl show, which caused a strong shock in the country, and he struck the banner of "Super Girl", and also brought great benefits for himself. Mengniu's planning program for the Supergirl advertising campaign was ingenious. The "Super Girl" craze has taken the country by storm, and at this time, Mengniu launched the "Super Girl Sour Milk", "Sweet and Sour is Me" and "Sing if You Want to Sing" series of milk. At this time, Mengniu launched the "Supergirl Sour Milk", "Sweet and Sour is Me" and "Sing When You Want to Sing" series of milk, and the Supergirl poster posters and movie and TV commercials were everywhere, accompanied by Mengniu's products. As shown in Figure 4 below, the ads are clear and straightforward, with a pink background, such as the green beauty of the girl, but also as the sweet and sour 'Mengniu milk, jumping notes are a symbol of the Supergirl, they are holding yogurt, "love us love yogurt it" is their subtext.

(Figure 4)

(D) Mature stage

Development so far, Mengniu has been the revitalization of the nation's one of the great industries, it has developed quite mature, do not need to be like the first hit the brand as, humbly put themselves in the second place, he can launch their own series of products, can be divided into different audiences, can be divided into medium-high and low-grade products. Such as the launch of Tremendous, real fruit grain. The next (Figure 5) is the Mengniu launched a new product "real fruit grain", with Xu Jinglei endorsement. In the picture, Xu Jinglei elegantly take in the real fruit grain, to introduce to consumers its "light dance leap between the lips and teeth" characteristics, from the real fruit grain burst is fresh fruit, leaping milk. The image as a whole gives people a sense of tranquility and calm, so that people can not help but want to taste the taste of real fruit grain in such an environment.

(Figure 5) Whether it's the Olympic Games, SARS, Shenzhou V, or Supergirl, Mengniu is showing us its excellent advertising and marketing strategy. -Adjudicating the time and situation. In the wave of progress, analyze the situation "to borrow the wind wind" to achieve twice the result with half the effort, to seek a place for their products, the development of a more rapid. Successful marketing is worth learning, learning, Mengniu is a national industry in the development of the more ideal brand, although there have been ups and downs, but they are in action, practice to explore the way forward, for the development of their own brands and efforts, but also for the development of the nation to create a good example for the growth of the national economy has made a contribution.

Part 3: Coffee Advertisement Script Mengniu Real Fruit Granules Script Advertisement

1. If you keep drinking like this, Mengniu Real Fruit Granules will be out of stock.

2. Why does Premier Wen want everyone to look up to the stars? Because Mengniu Real Fruit Pellets is the myth of the starry sky!

3. In class, you are thinking of me, you come up with drink my strength, you will not study well?

4. Dad is actually drinking the fruit grain that mom bought for me, so mom loves me the most. 5. The strength of Mengniu, the flavor of real fruit grain, I want both!

Script of Mengniu Real Fruit Pellets (music playing, soothingly)

Mom (sound of door opening, sound of items being put on the table): We've always loved it, Mengniu Real Fruit Pellets. (Footsteps, chaotic and hurried)

Little boy: Mom, you bought my favorite again~

Little girl: Mengniu Real Fruit Pellets, I love you, mom! I want to drink it!

Part IV: Milk advertising slogan

Mengniu sour milk ah,, I want my taste 。。。。

For nutrition, you can take me with you

Walnut flower milk fragrance

Pure, that's good

Bright milk _ a cup of milk to strengthen a nation.

Sweet and sour is the real me. Every day is very fresh for me. My picky palate Milk advertising slogans

Nutrition early to ------------ Mengniu Breakfast Milk

Longdan Dairy products, feeding the Dragon --------- Longdan

Tao Shuang planning: