Case and analysis of brand marketing strategy 1: cooking: private booking? Stomach? Can I get a card? place
Private customization is nothing new. What is new is that with the development of Internet technology, the market of life application App is gradually deepening and subdividing. Now there is an app called Cooking that can be used to order your stomach privately!
Download this App called Cooking, click on a chef's head, and you will see his detailed information, including age, native place, cuisine, service time, service scope and comments from customers who have served before. The service provided by cooking is divided into three ABC packages, namely four-course 69 yuan, six-course 99 yuan and eight-course 1 19 yuan. This fee does not include the cost of ingredients, but the service fee for the chef's door-to-door service.
Since Cooking was launched on February 5, 2004, 2065438, nearly 20,000 people have downloaded it in one month. At present, the daily passenger list is about 100. Although there is such a good daily guest list, it is understood that the cooking platform is still there? Burning money to cultivate the market? Stage.
How can we define our profit model as soon as possible? How can we quickly dispel market doubts and increase the user base? Can you keep your position as a cooking pioneer?
Applause? Clap your hands?
With the practice of online and offline in different industries, the catering industry has also seen the economic growth point of online and offline. Professional chef personal tailor's door-to-door service has undoubtedly opened up a new expansion position in the catering industry. Cooking is the first on-site service App for chefs in Shanghai. What other apps of the same type are there? A good cook? Wait a minute.
App of this kind of kitchen market segment has been discussed by different arguments since it came out. On the one hand, there is applause, on the other hand, there is endless applause. Many people think that the enviable scene of inviting professional chefs to come to the door for service can only be seen on TV in the past, but now it can be easily done with only one mobile App, which has largely achieved the popularization of high-standard services. In the meantime, are there any such apps? No, the rice family? It solves the just-needed problem and relieves the pressure and rhythm of these people's lives, which should be respected. However, some people disagree, thinking that this kind of app has no market follow-up, and now it is only a temporary popularity of consumer groups. They think that the kitchen is a very private place for traditional China families, and many families can't accept to hand over the food safety of the whole family to others rashly. Moreover, how to ensure personal safety when inviting strangers to cook at home? There are still many hidden dangers that we haven't considered. How to solve it when it happens?
Everything will follow Darwin. Survival of the fittest? Theorem, how to stay after cooking?
? Stomach? Where is it? Bit? Where is it?
From the release area of this kind of App in the current market, we can know that its market only exists in the first-tier cities with highly developed economy. Therefore, in the choice of the next battle position, we must decisively abandon the third-and fourth-tier cities and focus on developing several first-tier cities, such as Beishangguangshen.
What is the initial target group of this kind of App? After 80 s and 90 s? However, in the market investigation, from the analysis of the user composition of the platform, it is the family users who really need private chefs to come to the door and pay more attention to the quality of life. We can roughly divide the target users of cooking into three categories.
Emergency stomach: From the perspective of life concept, mobile App has become the main helper for many young people to solve life problems. These people are used to using new technology to serve themselves; From the perspective of consumption concept, young people have strong ability to accept new things and are willing to pay reasonable prices in exchange for corresponding services; From the demand point of view, young white-collar workers are eager to have a new consumption model to solve these contradictions because of their heavy work pressure, lack of energy, lack of time to go to work, inability to cook and insecurity in eating out. The emergence of cooking apps meets their psychological needs, so they are more willing to accept and use them.
Noble stomach: the income level of these people is directly proportional to the consumption level, belonging to the high-end group. Their spending power is very strong, and their ability to stimulate consumption is also very strong. Although some have their own family chefs or domestic workers to take care of food, the chefs on the cooking platform are all professional chefs, including chefs from large hotels such as Jinjiang and Kempinski, chefs from medium-sized hotels such as Hope Xiangyuan, chefs from ordinary small restaurants and even folk chefs. The use of professional chefs is also in line with the concept of these high-end people pursuing high-quality life.
Warm stomach: In the initial crowd positioning, middle-aged and elderly people were not taken as the main target group because of their weak ability to accept new things. But in practice, it is found that the consumption power of middle-aged and elderly people is also good. The main factor that affects them is price. The set meal price on the cooking platform is four-course 69 yuan, six-course 99 yuan and eight-course 1 19 yuan, which is much lower than the price of going to a hotel for dinner. It is also very important that middle-aged and elderly people generally have a sense of family and prefer to get together at home. This is a good opportunity to provide on-site chef service for cooking. Therefore, such groups are also the main development goals of the platform.
? Who is it? Where is it? Bit? Where is it?
Protect personal and food safety and establish a trust mechanism.
When eating out, food safety has always been the focus of social attention. Now, home cooking chefs have solved these problems well, but there are also other security problems, such as whether home cooking chefs have been certified for the record? Will it cause personal safety problems to the head of the household? Will there be quality problems and economic problems of food raw materials when chefs buy materials on their behalf? This is the biggest doubt of many wait-and-see users, so it is urgent to solve the trust security problem.
At present, there are about 200 part-time cooks, all of whom are recruited through the Internet. A cook must submit a real ID card, but this is absolutely not enough. Therefore, it is suggested that chefs, like physical restaurants, must hold employment certificates, health certificates, technical grade certificates and other relevant certificates. In addition, the platform also needs to establish a unified audit feedback mechanism to link with the public security department to ensure the reliability and authenticity of every piece of information.
Hold the first food production site and form the optimal price mechanism.
At present, the services provided on the cooking platform are divided into three ABC packages, namely, four-course 69 yuan, six-course 99 yuan and eight-course 1 19 yuan. This fee does not include the cost of ingredients, but the service fee for the chef's door-to-door service. Although this is relatively low compared with the cost standard of eating out, it is not normal for consumers to eat out. If door-to-door service is regarded as normal service, its cost standard is still relatively high. In order to form a more competitive price system, it is necessary to establish a market intermodal mechanism and form a one-stop service.
In other words, the one-stop process from booking, material selection, purchase to production is all completed by the platform. In addition to the current chef recommendation, the platform can also form a cooperative intermodal mechanism with other manufacturers. In addition to the continuous life now, cooking can also choose to cooperate with other service platforms to guide consumers to make more reasonable consumption mode choices from all aspects. With a powerful marketing intermodal platform, we can drain each other. In addition, the platform can uniformly allocate and use these resources, reduce the use cost of users, form its own price mechanism, and enhance its competitiveness.
Defend the best mode of the platform and create a unified and unique management mechanism.
? Personal chef? App is a relatively new business model in the catering industry, and its service standardization system is still short-board. For the healthy development of cooking, it is necessary to step up the establishment of a service standardization system, and the core of which is the absolute unified management right of the platform for chefs, resources and services.
First of all, the platform should establish a unified personnel management mechanism. ? Personal chef? The core competition of the platform is the service of chefs. Therefore, it is necessary to carry out strict and unified training on chef's door-to-door service, including entrance etiquette, service process and economic mechanism, so as to establish a professional, efficient and perfect service brand image.
Secondly, establish a unified procurement channel management system. Whether the chef buys the ingredients or the consumer buys the ingredients himself, he can choose qualified suppliers to buy them on the platform according to the geographical location. It is suggested that these businesses issue membership cards developed by the platform in a unified way, which can be accumulated or recharged. This can not only stimulate repeated consumption and increase consumption viscosity, but also facilitate the unified management of procurement channels by the platform and improve food safety. Of course, this should be in line with the personal wishes of consumers.
Third, the platform can establish a brand-new nutrition guidance system. Ordinary consumers don't fully understand the nutritional value of food, while professional chefs on the platform fully understand the collocation and nutrition of food, which can form a new platform for guiding professional nutritious meals and expand business for people who pursue high-quality life and middle-aged and elderly people.
Finally, the platform should establish a unified supervision mechanism. Cooking is an offline software platform, which is likely to lead to the situation that after the chef and the customer are familiar with it, the customer will contact the chef privately without booking through the platform. Therefore, the platform can establish a unified supervision mechanism, and once it is found that the order is taken privately, the chef will be punished accordingly. Only through such a unified supervision mechanism can the platform play its greatest role.
? Smell? Where is it? Bit? Where is it?
As a catering service software, the taste of food should be the most important. This further illustrates the importance of a good chef to the platform.
Is cooking still there? Burning money? The stage of cultivating the market. It is understood that at present, the cost of home cooking will be paid to the chef in full, rather than drawn from it, and some additional subsidies will be given to the chef, that is, the platform gives the chef more money than the user gives the platform.
According to statistics and user feedback, a considerable proportion of users feel quite good when they first experience it. Not only is the food well cooked, but the service is also in place and the boundaries are well grasped. They bring their own cups and don't eat what customers give them.
What's more, when many users try to contact the chef directly and invite him to the door to pay the relevant fees directly to the chef himself, most of them are either politely refused by the chef or explicitly told by the chef. You'd better contact the platform The cost of each order you pay me is not as much as that paid by the platform. Can the platform guarantee our order quantity?
It is under this strict mechanism and the triple standard of interests and standards that the reputation of cooking is quite strong, and businesses recommended by communities and friends circle account for almost one third.
Of course, the core of the platform model is to cultivate users' habits through running, make the platform bigger and stronger, and then consider the profit model without competing with chefs and users. The model is ideal, but how to make the platform bigger and stronger in the shortest time? This may be a place where chefs struggle with pain. How does the pattern of burning money last? Unless there is a strong capital background to squander and quickly become the first in the market segment, otherwise, the pioneers are likely to become martyrs.
How to formulate the most effective operation strategy, find the user market quickly and deal with the rapid attack and onslaught of opponents is one of the difficult problems faced by chefs.
In this process, how to consistently maintain the most considerate service, how to systematically improve service standards, and how to continuously win the reputation of users, we must also solve the problem of raising horses at the same time, otherwise the position of pioneers will easily be handed over to others.
Cooking, a cook, did he accidentally burn himself to death or can he burn a prosperous new world? The market is the most important spokesperson.
Case and analysis of brand marketing strategy II: Junlebao's next good chess game.
Spring Festival in the Year of the Monkey, the first in China? Filial piety variety? The program "The Whirlwind Filial Son" was broadcast on Hunan Satellite TV. Junlebao Kaifeier Yogurt, as the most growing representative brand in the field of high-end yoghourt at room temperature in recent two years, not only became the first partner of "Whirlwind Filial Son", but also cooperated with the popular stars who participated in the program. Leadership? Huang Xiaoming signed a cooperation endorsement agreement, which attracted much attention with the popularity of the program. Huang Xiaoming, Kefir and Hunan Satellite TV push together? Filial piety? Together, during the Spring Festival, we will present a joyful feast for the audience, share it together, keep fit, warm our hearts, and create a warm atmosphere of happy New Year and love to return to our hometown.
Big three? Phenomenological level? Element fusion
It is reported that "The Whirlwind Filial Son" is an original variety show created by Hunan Satellite TV in cooperation with internationally renowned gold medal producers. The program is based on China tradition? Filial piety? Culture is the core, showing six stars? Parental support? It is a phenomenal variety show created by Hunan Satellite TV 20 16. Popular? Brother Yi? Huang Xiaoming, as the number one coffee guest among the six program guests, brought her mother to join "The Son of a Whirlwind", which not only made the program a hit before it was broadcast, but also brought a new round of market attention to her endorsement product and the first partner of the program, Kefir.
From promoting the traditional culture of China with the title of "China Idiom Conference" to exclusively sponsoring the first cartoon "Little Luban" which pays attention to the development of children's personality and cares for their healthy growth in China, and then becoming the first partner of "The Whirlwind Filial Son", Junlebao, a well-known dairy brand in China, has been continuing the tradition of respecting the elderly and loving the young in brand communication. What is the similarity with Junlebao? Sincerity, kindness and love? Our corporate philosophy is extremely consistent, making Junlebao a pioneer? Heart? The marketing explanation is incisive. In the contemporary aging trend and the increasingly prominent demand for family affection, Junlebao strikes again, and advocates family care that returns to traditional values with the help of the strong landing of the filial son and the appeal of spokesperson Huang Xiaoming.
? One is a phenomenal innovative yogurt product, the other is a phenomenal original filial piety variety, and the other is phenomenal popularity? Brother Yi? Look forward to the first cooperation between the three parties. ? Insiders pointed out that Kefir yogurt at room temperature, Hunan Satellite TV's "Whirlwind Filial Son" and? Leadership? Huang Xiaoming's joining hands in the reunion season at the end of the year is bound to trigger a new wave of attention.
Kefir and Huang Xiaoming advocate warm-hearted filial piety.
Chen Jun, vice president of Junlebao Dairy, revealed that the reason why he fully supports "The Whirlwind Filial Son" is to carry forward the long-standing traditional culture on the one hand, and to further strengthen the in-depth cooperation with the new spokesperson Huang Xiaoming on the other hand, to show the world the changing brand image of Junlebao, an old dairy company, and to consolidate the image of Kefir yogurt as a high-end healthy luxury in the eyes of consumers.
? As a high-end normal-temperature yogurt, Kefir can meet the needs of different seasons and different groups of people for yogurt products, especially suitable for parents who don't want to eat cold food in winter to supplement nutrition. ? According to Chen Jun, Kefir is the first normal-temperature yogurt fermented by Kefir flora consisting of 8 probiotics in China. Rich in 3.0g of high-quality milk protein, without preservatives, the milk is rich in flavor, smooth and mellow, can be stored for 150 days at room temperature, and can be drunk at any time in cold winter. Since its listing, this product has won many awards, such as SIAL (International Food Exhibition) International Innovation Award, excellent products of Women and Children Expo, etc.
? In the cold winter, in the season of reunion, it is also a way to show filial piety to parents by sending a pack of coffee to them and watching "The Whirlwind Filial Son" with Huang Xiaoming. Kefir advocates that companionship is the best love and nourishment for parents. ? Chen Jun said.