Such as: "Oriental Egzi" several. Here I recommend a case article of a famous consulting organization for everyone to share.
—— The whole-course brand marketing of eggs, the first brand in East China. Ogut's whole-course planning case.
Introduction of project background:
The enterprise served by Ogut International Consulting Agency is a group-type private joint-stock enterprise integrating production, R&D, trade and investment in Shanghai, with five major business segments. Group enterprise engaged in high-quality breeding pig feed trade, futures, protein raw material production and research, feed production and research, egg production and sales. In 2007, the company achieved sales of RMB 10 billion, and the total feed trade was 400,000 tons. In 2008, the sales volume was1300 million.
In 2008, the company established an egg company on the basis of the egg division of the original investment co., Ltd., with a laying hen farm with more than 200,000 feathers and a feed factory. It is planned to expand the breeding scale to 2 million feathers in three to five years, with an annual output of 30,000 tons of eggs, and establish an industrial chain for deep processing of eggs, forming a complete industrial chain from seedling, feed, breeding, sales and deep processing of eggs. The goal is to become the most standardized poultry and egg production enterprise in China, and then entrust Ogut brand marketing (Shanghai) consulting agency to create a new brand, plan the brand marketing strategy for three years and provide the whole project service in 2009. Strive to become the first strong brand in East China within 3 to 5 years, and shape an innovative enterprise in the poultry and egg industry.
In 20081February, when Ogut signed the cooperation project of the enterprise, experts with rich practical experience in the industry were deeply moved by the enterprise's spirit and determination to keep forging ahead. Because Ogut experts who know the essential laws of fast-moving goods, especially agricultural products, know that a joint-stock enterprise that has been engaged in the upstream business of the industrial chain will extend its business unit to the downstream, directly participate in the fierce competition in the consumer goods market and contact with the ever-changing consumer market. Even if the funds and resources are sufficient, the actual marketing planning and lack of operating experience will certainly bring many problems and difficulties to the enterprise, including management strategy, marketing strategy, brand building, market planning, sales team and operation experience. Despite the difficulties, the Ogut team is full of confidence in the cooperation of this project. Ogut is a practical consulting organization specializing in strategic planning and strategy formulation. The expert team has rich practical experience in brand creation, brand operation and product marketing of fast-selling products.
With the deepening of mutual understanding, the company fully recognized the consulting strength of Ogut institution and established a long-term cooperative relationship. With sufficient confidence, rigorous work attitude and meticulous work style, the egg project team of Ogut Institution first conducted a comprehensive survey on a pragmatic basis, and after analysis and diagnosis, it officially launched a series of work such as the creation of a new brand of eggs and the planning of marketing strategies, and the decomposition of marketing strategies into terminal construction.
First, comprehensive research: interpreting industry trends, tapping consumer demand, and diagnosing the current situation of enterprises.
"No investigation, no right to speak", no matter how professional and experienced Ogut's expert team is, facing different industries, ever-changing markets and internal organizational structure of enterprises, how can we guide the sustainable development of enterprises without detailed, rigorous and scientific industry research and analysis and judgment on the development trend of industries? If we don't carry out in-depth and detailed market segmentation research for consumers of different ages and incomes, how can we help enterprises explore the market? If we don't conduct research and interviews on the internal organization and external structure of the enterprise, how can we help the enterprise build a reasonable management and execution team?
In the research stage, the Ogut consulting team not only rationally assigned research tasks to the members of the project team, conducted research on the Ogut industry information base, visited the market, conducted research on competitive brands, conducted in-depth expert interviews with enterprise managers and distributors, but also invited professional market research companies to conduct consumer research.
When studying the industry, Ogut found that China is the largest producer and consumer of eggs in the world, and the consumption is mainly fresh eggs. The segmentation and branding of fresh eggs consumption has become a consumption trend, and it is in a high-speed growth trend.
In the study of competitive brands, it is found that the concentration of brand egg industry is relatively low, and several top brand egg enterprises, such as Gegeda, Deqing Source, Shendan, Shengdile Village, Hongjia, Prospect, Chaoyi, Nongjiafang, etc., are generally not high in terms of industrial scale, and the marketing network of brand eggs is not perfect. From the perspective of the whole national market, they focus on single channel construction. In the investigation of consumers, Ogut experts found that the psychological order of consumers to buy fresh eggs is mainly safety, followed by price and brand awareness, so packaged eggs will gradually become the mainstream of consumers' choice. However, Ogut's experts also saw that with the development of the industry, food safety will become the basic standard of the industry, and it will not have differential value, and the subdivision of "freshness and high nutritional value" will become the consideration factor.
During the internal visit to the company, it was found that the company has been engaged in agricultural products for many years, which has the resource base for industrial chain development and strong financial strength. The leadership has a keen grasp of the market and a forward-looking scientific concept of "market demand as the center, market competition as the guide, brand development"; Headquartered in Shanghai and the layout of the production base enable the enterprise to have the advantage of transportation distance, effectively control the cost, facilitate rapid response to market demand for fresh and timely eggs, and have the geographical advantage of personal service. However, Ogut also saw the company's problems in brand operation, business development and marketing, such as weak team strength, insufficient professionalism and insufficient marketing experience.
Two, planning enterprise development strategy, brand marketing strategy planning and positioning.
With the deepening of all-round investigation, the Ogut expert group has a deep understanding of the consulting direction of this project. The content of project cooperation has been supplemented and improved in detail. Firstly, according to the industrial nature of the low consumption market of fresh eggs, the strategic goal of becoming the first brand in East China is put forward. Then, according to the perceptual and rational values of consumers, the core values of "continuous innovation" and "fresh food" are refined. Finally, according to the industrial chain and production technology of enterprises, the "eight quality standard systems" of products are refined to support the brand proposition of "fresh food is superior to mountain phoenix".
Through analysis, Ogut experts believe that consumer cognition is more important than facts! Under the premise of low branding of poultry and eggs industry, if Shanfenghuang wants to create the first strong brand in the regional market, it needs to launch a strong attack in the target market, seize the "first" position in consumers' minds, and form the concept of "the first brand in the egg industry region".
Ogut organization through the product level purchase driving force analysis and brand level value driving force analysis. The core value of the brand is: "fresh eggs, egg products and other agricultural products, the leader of industrialization reform and innovation and development;" In order to pursue a good, healthy and harmonious life, add fresh nutrition. " Mountain Phoenix brand advocates a fresh lifestyle for the mainstream target market of poultry and eggs consumption. The positioning of the core value of Shanfenghuang brand starts from the mental cognition of mainstream consumers and the highest spiritual level of "self-expression" of consumer demand. It is the first to define the core value of the brand and endow the brand with a distinctive personality of "fresh food", instead of taking the planning route of productism, so that it can form obvious differences with future competitors and fully meet the principle of highly differentiated and personalized brand core value planning.
During the market introduction period, we will focus on "Mountain Phoenix", create a high-end image, concentrate resources to create Mountain Phoenix, and establish the brand image of the coach in order to seize the high-end market; "Guxiang Village" takes the middle and low-grade brand image as a sub-brand when Mountain Phoenix enters the market, taking it as the development route of niche market and taking it as the supplementary role of Mountain Phoenix.
Brand strategic planning must pursue effectiveness, paying attention to "strategy flying, strategy landing"; The first is that strategic flying refers to the personalization of brand core value refining with high cultural recognition, and enterprises can make full use of brand strategic planning to achieve the great goal of building a century-old golden signboard, thus achieving "strategic flying"; The second is the strategy landing, that is, the core value commands all marketing communication and operation management. Core value is often too abstract and ambiguous to understand and apply. It needs to be connected with marketing communication through the planned brand identification system centered on core value. According to the difference of market demand and driving factors to win competition, combined with the similarities and differences of the theme in the brand development stage, it can guide the daily marketing communication activities of brand enterprises, so as to realize "strategy landing". Therefore, in the process of "Mountain Phoenix" brand communication, Ogut adopted the principle of consistency between brand slogan and brand proposition, which not only saved brand communication resources, but also formed the most intuitive impression of consumers on brand core value and positioning. Thus, the brand slogan "Fresh eggs are mountain phoenix" was founded, and the brand appeal "Fresh is good", which is the perfect combination of product characteristics and consumer demand. Through analysis, Ogut decided to focus his brand building and communication strategy on one point, namely "Fresh+the first brand in East China". It not only conforms to the characteristics of products, but also satisfies consumers' psychology and effectively restricts competitors.
Third, all-round strategy decomposition-enterprises need strategic planning, but also implementation assistance
After the selling point and support point became clear, Ogut began to implement all-round strategies. In the early stage, he mainly started from brand naming, product endorsement, product planning, channel planning, terminal planning, communication planning, marketing organization structure and sales personnel allocation, performance design and many other aspects.
Brand naming, creation and shaping
The Ogut project team conducted many brainstorming sessions and held many creative and demonstration meetings on naming topics. And launch a small scale, relevant target customer representatives to participate in the evaluation, according to the specific naming and its interpretation, combined with the main value dimension of naming contribution to brand development and target consumer group selection, to launch a scientific and effective evaluation of the top few.
Criteria for brand naming of Ogut institutions
1. Visual reflection will account for 72% of consumers' first impression, and brand naming should have strong expressive force from design aesthetics, commercial visual communication and popularization. So as to facilitate the overall design in the later period.
2. Auditory response will occupy 10% of consumers' first impression, and a good brand name should give people many characteristics such as pleasant to listen to, easy to remember, easy to recognize, well-intentioned and easy to spread.
3. The embodiment and grasp of psychological induction should be manifested from two aspects: visual communication and auditory transmission. What kind of brand naming can grasp consumers' psychology and make consumers willing to buy, and emotional appeal is very important.
4. Successful brand naming should have a correct and healthy association orientation, so as to link the corporate culture with the attributes of products, so that consumers will associate the products of enterprises as soon as they hear the brand names.
5. Pay attention to the cultural customs and habits of the target market, and consider whether the naming of the brand will be accepted and adopted by local consumers in combination with local characteristics.
After comprehensive consideration, it is submitted to the leadership of the company for decision. After several rounds of scheme submission, the main brand and sub-brand linkage are finally determined.
Main brand-"Mountain Phoenix"
The return of nature is full of association and telepathy.
Phoenix-the symbol of chicken, the idyllic artistic conception of "mountain"; The combination of "Mountain Phoenix" deduces a clever scene ...
Sub-brand-"Guxiang Village"
Originated from the countryside, audio-visual affinity, close to nature, feeling pastoral scenery, associating with the gift of nature naturally complement each other.
Product and brand endorsement specification
In the brand endorsement, select the star image display that is consistent with the core values, concepts and tonality. Ogut suggested selecting young women in their thirties: they are dreamy, lively, romantic and energetic; Enthusiasm, sunshine, like traveling and sports activities; Deep taste of life, life pays attention to details; Have love and care for everyone around you; Pay attention to food, emphasize the brand tonality of fresh eggs; At the same time, it also puts forward the product endorsement of nutrition experts, waving flags and shouting for the eight quality standards of products, and building consumers' confidence in products.
Product line planning and creative design of product packaging
After determining the brand strategy that the main brand focuses on the mid-to high-end market and the sub-brands attack the low-end market, Ogut sets the product category and packaging specifications respectively according to the brand tonality, product characteristics and consumers' cognition, and determines 12 egg specifications and grass eggs as the main products based on consumer market research and analysis of consumers' preferences, cycle and consumption power. At the same time, according to different consumption habits and levels, other products with different specifications such as 8 pieces and 20 pieces are designed.
For example, in the packaging design process of the joint brand "Guxiang Village", Ogut believes that since the product of "Guxiang Village" is taking the promotion route of middle and low-end brands, it focuses on the brand image of low-end poultry and eggs; The development of access terminals is mainly based on food markets and convenience stores, so the packaging design is based on the theme of "fresh, healthy and affordable", focusing on consumers over 35 years old; And the design standards are mainly:
1. Originated from the countryside, it has a cordial visual sense and is close to nature. It feels the pastoral scenery and associates with the natural gifts.
2. Overall packaging is aimed at the declining mass market.
3. Style identification: affinity, concrete and easy to identify. Design temperament tonality: green, plain and idyllic.
4. It can also be flexibly coordinated with the strategic linkage of the main brand of Mountain Phoenix in the channel distribution station ratio, or used as an independent brand after the channel sinks.
The final package transfer design is also based on the difference of product differentiation after STP work, which forms the difference of packaging positioning; It has improved the packaging grade and reflected the selling point of the product; Formed a series of original ecological, modern, fashionable and exquisite packaging styles.
In the process of product price strategy formulation, Ogut has formulated the high-end image of "Mountain Phoenix" brand with high quality and high price, and the interest cognition of "Guxiang Village" brand with low quality and high cost performance in strict accordance with the core value orientation of the brand and the principle of dual-brand linkage. Pricing is based on the operating cost of products, the selling price of similar competing products and the purchasing power of target consumers. On this basis, the most important thing depends on the perceived value of consumers. Perceived value includes monetary value, time and energy spent, etc. Only by enhancing consumers' perceived value can enterprises earn higher delivered value from customers and finally get a premium.
Multi-channel strategy
In the aspect of channel implementation, we advocate the first stage: product promotion based on the channel construction of direct KA stores. The second stage: traditional distribution, farmers' food market and community chain are the mainstay. Focus on the investment promotion of qualified dealers and the entry of farmers' market, and plan the key links such as profit expectation, maintenance of value chain, market operation strategy, whole-process promotion of distribution and practical operation method of terminal marketing system to impress dealers, so that they can deeply understand the products and see their development prospects. At the same time, let them know about the company's series of advertisements and promotional support to help dealers sell. The third stage: to achieve profit by traditional Gatcom way.
Three-terminal strategy
The terminal has always been the focus of the merchants in the fast-moving goods industry, and it is even more important for the introduction period of the company's new products and brands. Whether it is selling in KA stores or farmers' markets, the terminal is "three-oriented", that is, "vivid display, media communication and entertainment", attracting consumers' attention and establishing a good terminal image. Ogut's terminal strategy is divided into product appearance, category and variety, and standardized display is carried out according to terminal area and layout. Make the display diversified, vivid and recognizable (vivid display manual, terminal execution manual), and implement the "terminal three-oriented project". On the terminal, ensure that consumers can see, hold, take and put the products in close contact, and make the display diversified, vivid and recognizable.
Use terminals as the most important media, especially KA stores. Display corporate image, product image, brand image and other important communication elements through the terminal (terminal brand management manual, public relations promotion management manual). Make full and effective use of terminal supplies and advertising materials to display corporate image, product image, brand image and other important communication elements at the terminal. Creative design of various promotional activities, the use of activities, special offers, tasting, DIY and other promotional means, the specific terminal of brand products interactive entertainment, entertainment to promote the terminal sales to achieve a pleasant buying and eating experience, for the brand image points. Vivid and diverse creative activity planning, cross-marketing combination strategy. Especially in the "20 10 Brand Promotion Plan" designated by Ogut, taking advantage of the World Expo in Shanghai, a theme of "Beautiful City, Mountain Phoenix Makes Life Healthier"-a public relations promotion activity with fresh home will be launched in the planned "sales promotion period", thus helping the brand to smoothly enter the "hot sale period". Terminal is the forefront of enterprise competition, but in the actual terminal promotion, we only pay attention to the promotion of terminal sales, while ignoring the construction of terminal brand image. Systematic and continuous terminal construction can not only increase sales, but also enhance consumers' awareness of the brand and realize fame and fortune of the brand and sales.
Ogut's professional creative design team creatively designed a series of terminal materials, such as promotional tables, POP display boards, leaflets, posters, jump cards and so on, under the unified brand tonality, which provided strong support for the terminal construction of new brands. Combined with the theme creativity of the event, the company achieved expected good results in the early market introduction.
Integrated communication strategy
Shaping the main brand of Communication Mountain Phoenix: "Fresh is good ..." Peace, sincerity and not femininity.
In the process of brand communication, we adopt the principle of consistency between brand slogan and brand proposition, which not only saves brand communication resources, but also forms the most intuitive impression of consumers on brand core value and positioning. We extract the theme and direction of annual communication and promotion from the strategic planning of Shanfenghuang brand, innovate communication means, arouse consumers' voices, and thus generate strong marketing power.
Through the accurate expression and effective extension of the connotation of Shanfenghuang brand, the DNA of the brand is shaped. Only by forming a brand proposition with distinctive personality and constantly improving the brand structure construction can we shape a good brand image and form an image cognition of "Mountain Phoenix = Fresh Eggs = Fresh Food with Personality = Fresh Food with Lifestyle". All our communication content must closely follow the core point of "fresh food is still good", in order to gain premium ability and realize the qualitative leap from the accumulation of "addition" to "multiplication" of Shanfenghuang brand assets!
Through the comprehensive combination of media (online: TV, newspaper, magazine, outdoor, soft text, car body, Internet ... offline: DM, POP, terminal display, door-to-door store ...), the ground promotion and aerial advertising cooperate with each other, and a series of event marketing, strategic alliance, public relations activities, community promotion, forums and exhibitions related to the communication theme are adopted to advance reasonably and orderly.
Finally, the price war is won by the value war, and the products and brands are differentiated from other competing products, occupying the "fresh" position in consumers' minds first, and conveying the brand value concept accurately and efficiently.
Marketing organization structure design
Aiming at the strategic construction goal of internal human resources in the company, especially the organizational structure construction of the marketing department, Ogut determined the main problems of insufficient incentives in the internal marketing system of customers and the development direction of in-depth marketing by analyzing the market environment. The organizational structure of the marketing system has been transformed, and the department and post settings of competition-oriented, market-oriented and business-oriented have been designed to help customers choose key personnel and build management teams. According to the development direction of the enterprise, the responsibilities of marketing departments are clarified, the performance appraisal system and salary incentive system that meet the development requirements of the enterprise are designed, and practical suggestions on promotion channels and elimination management are put forward.
Iv. Service customers' evaluation of Ogut consulting project
In the consultation process of the whole case, Ogut not only put forward the direction and goal of enterprise marketing development with his in-depth understanding of the industry and enterprises, the market and consumers, with a professional and objective vision and creative thinking, but also brought the strategy decomposition suggestion of the new brand marketing introduction period in the overall implementation method and the corresponding management model, salary and performance appraisal system. The successful implementation of the whole project package will not only bring about the increase of enterprise market sales, but also make the management level of the enterprise qualitative.
Ogut's consulting experts not only have good professional knowledge, but also have professional professionalism. During the project, Ogut's team worked seriously, meticulously and responsibly, and even worked harder than all our own employees. They thought about the enterprise and dared to speak out. Their good work attitude and work style left a good impression on our enterprise and set a positive example for our employees. The cooperation with Ogut is our first cooperation with consulting companies. This cooperation has enhanced our confidence in consulting and consulting companies, and I believe that such cooperation will be more and more in-depth. The further development of Mountain Phoenix brand will also take off with the help of Ogut's professional service, bringing freshness into every warm home!
V. Conclusion:
Through the planning and assistance of the Ogut team for one year, the Mountain Phoenix brand has been operating well in several direct marketing systems, and the network of farmers, communities and special communication has been gradually developed, and the assistance for the marketing department and sales team will continue. I believe that in the future, the mountain phoenix will truly become the phoenix in the hearts of people who love her.
New World Expo, Mountain Phoenix makes life better! ! ! (20 10 new theme series)
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