Case and Analysis of Enterprise Advertising Marketing —— Suntory Fragrant Latte: A Journey to a Foreign Country
Announcer: Suntory (Shanghai) Food Trading Co., Ltd.
Advertising agent: Beijing Dentsu Advertising Co., Ltd. Shanghai Branch.
As an exotic product, coffee has gradually lost its original impression of high-end petty bourgeoisie, and is gradually entering people's daily life with an ordinary and moderate new value orientation.
As the center of China's economic development, Shanghai has been overwhelmed by the enormous pressure of daily busy work. As a result, coffee has become an indispensable decompression product in people's lives. Coffee's spiritual function and slightly relaxed drinking experience are also recognized by the majority of white-collar workers. Faced with such market demand, fast-food coffee represented by Starbucks, instant coffee represented by Nestle and various brands of ready-to-drink coffee drinks have flooded into the market, and Suntory series coffee products are one of them.
Consumer insight
Fast pace of life, heavy burden of life, eager to relax and release, has become the greatest wish of white-collar workers in contemporary urban life. A cup of thick and sweet coffee and a trip to a foreign country have become a symbol of modern people's pursuit of high-quality life. Through market research, we confirm that it has become a must for overseas travel to drink a cup of authentic coffee carefully prepared by the barista in a foreign cafe and feel the exotic flavor.
Activity content
Based on the above understanding, we decided to choose Shanghai to create a leisurely trip for consumers to experience an exotic latte. Our idea is exotic leisure time+mellow coffee = mellow latte exotic trip.
First, we made a video material to be played on buses and subways. The video content is as follows:
As we all know, in Shanghai, buses and subways are the first choice for office workers and white-collar workers, and various bus lines shuttle through the business circle where white-collar workers haunt. We choose mobile media such as subway and bus for video delivery, which can not only reduce the cost, but also ensure a certain arrival rate. The bus environment in the morning rush hour is relatively crowded and sultry, which will make them have a strong desire for mellow and sweet coffee immediately after seeing the advertisement.
We set the event place in an office building where white-collar workers frequently appear, and made use of the official WeChat LBS positioning push function to let white-collar workers who just got off the bus immediately receive the invitation of Suntory official Weibo for a mellow latte crossing tour.
When a large number of white-collar workers were invited to the scene, everyone not only tasted the mellow latte, but also had an intimate trip with foreign coffee masters through ar augmented reality technology. Every consumer who comes to experience coffee can instantly stay in an exotic cafe, taste the mellow latte carefully prepared by the barista and enjoy a good time.
While you were drinking coffee, we captured this leisurely moment through the automatic photo function. Make postcards on the spot, so that you can further share your joy with your relatives and friends, and at the same time, you can give them a generous gift of a mellow latte. As _ _ is in place in advance, it will give your friend an unexpected surprise: the doorbell rings, and what is waiting outside is actually a handsome foreigner who sent a heavy box of mellow lattes and friends' blessings. Through our activities, your happiness was shared with your friends in time.
Through the spread of social media such as Weibo WeChat, the strong sense of existence brought by the crossing trip, the personal delivery of foreign barista and the unexpected big gift box have aroused heated discussion among consumers, and the information has spread rapidly at a geometric speed.
fruit
From this case, AR (Reality Augmentation) technology was adopted in the tasting experience, which enhanced the interest of offline activities. Consumers can interact with the virtual coffee master on the spot. At the same time, for the purpose of customer relationship management and visiting shopping malls in person, an online activity based on We Chat was launched.
The activity lasted for one month and involved 15 office building with 654.38+10,000 people. The activity is divided into three stages: pre-promotion, on-site distribution and topic arousal. The AR experience has aroused consumers' extensive interest, and even caused great topicality, making it visited more than 20 million times on social media such as Weibo, WeChat and BBS, and the product information covered 2 million people.
In terms of Weibo's interaction rate, it far exceeded the expectation of KPI at the beginning of the period, reaching 930%. In just a few weeks, it has achieved the growth of more than 4,800 effective fans, and the newly opened official WeChat has also gained 1.300 WeChat members.
Comments:
As a brand-new coffee product, the most difficult hurdle is actually the spiritual experience of the product, even more difficult than the taste. At this point, Beijing Dentsu has done it. As we all know, China people's exploration of tea culture is interpreted by pottery. Tea culture contains a spirit, a pursuit and a totem, and so does coffee. The core of this case is that before the product entered the market, he made full use of new technologies, new media and new O2O marketing methods to experience and applied a variety of popular mainstream self-media resources to the extreme. In addition, geographical selection and accurate communication have played a very good starting effect on coffee, a fashionable product, and set a new benchmark for the brand planning industry to solve the problem of landing marketing.
-Zhang
Case and analysis of enterprise advertising marketing II. Zhou Heiya: A Duck Becoming a Fashion Brand
Tell God: Zhou Heiya.
Advertising Agency: Jin Huitong Creative Marketing Agency Group
When the leisure lo-mei category was still in the stage of "selling products", Zhou Heiya met Jin Huitong, who was good at integrating and innovating to solve problems, and tailored the development strategy of "Entertainment Food Tide Brand" for Zhou Heiya, jumping out of the category and becoming a brand, which made Zhou Heiya stand out from the traditional lo-mei category, changed from perfect "taste temptation" to all-round charm attraction, and also made Zhou Heiya quickly blow up the Zhou Heiya brand storm in the national market with a brand-new brand image.
There is such a maverick duck, full of entertainment spirit and trend. Play with it, be fashionable with it, share with it and make friends with it, and you will be happier.
This is Zhou Heiya, the brand of "entertainment food".
In June+February, 5438, when the leisure lo-mei category was still in the stage of "selling products", Zhou Heiya met Jin Huitong, who was good at solving problems through innovation and integration, and tailored the development strategy of "Entertainment Food Tide Brand" for Zhou Heiya, which made Zhou Heiya stand out from the traditional lo-mei category, transformed from perfect "taste temptation" to all-round charm attraction, and made Zhou Heiya a brand new one.
Question: Zhou Heiya's brand dilemma
Zhou Heiya was founded in 1997. After more than ten years of development, it has become a braised duck brand with certain brand awareness and market influence in Wuhan market. However, with the development of the market, the problems encountered by brands come one after another:
There are many imitations: Zhou Heiya's influence in Wuhan market and the low threshold of duck-marinated food cause many imitators in the market, and consumers can't tell the true and false Zhou Heiya, which makes Hubei, especially Wuhan, fall into a mixed "Zhou Heiya" competition and has a certain market impact on Zhou Heiya;
Competition is becoming increasingly fierce: with the development of the luwei market, more brands are participating in the market competition, and many competitors such as Jiujiu Duck, Juewei and Huang are constantly expanding the market and eyeing the dominance of the industry;
Weak brand power: Although Zhou Heiya stores have certain profitability, they rely more on superior products to compete. Brand and store image are traditional, brand power cannot be displayed, consumers can't listen with their minds, and they lack the exclusiveness of market competition.
Weak brand expansion: With the continuous improvement of Wuhan market saturation, Zhou Heiya began to test the expansion of the market outside the province, but Luwei's traditional brand image did not form a clear distinction with other competitors, resulting in weak market expansion outside the province;
Zhou Heiya stands at the critical crossroads of brand development. How can Zhou Heiya brand get out of the development dilemma and achieve brand breakthrough?
Breaking the game: jumping out of the category to be a brand
Brand breakthrough and continuous leading edge often belong to forward-looking discoverers. From the commercial law, great vision can make a great brand! The success of IBM and Apple confirms this.
In order to achieve brand breakthrough, long-term sustainable development and maintain the leading edge, Zhou Heiya must have a deep insight into the development and evolution trend of categories and take forward-looking and targeted measures strategically! So as to implement differentiated brand strategy and shape strong brand power.
On the basis of in-depth analysis of categories and markets, after several rounds of discussions, the project team of Jin Huitong decisively put forward the strategic idea of "jumping out of categories and becoming a brand", that is, on the basis of in-depth insight into the development trend of categories, taking targeted strategic measures to obtain the competitive advantage of categories; At the same time, focus on building their own brands, so that consumers are more willing to get close to Zhou Heiya emotionally and gain brand competitive advantage.
Originated from category, higher than category.
From the perspective of category development, duck leisure food category has completed the first format transformation: table food-leisure food; At present, there are two positioning formats in the market. Brands positioned as snack foods, such as Juewei and Jiujiu Duck, including Zhou Heiya, have achieved rapid development in market share and brand influence.
The leisure food format model broadens the consumption groups and purchase motives of traditional catering formats and promotes the rapid development of many brands in the industry. Today's Zhou Heiya is on the same starting line as the competing brands. To stay ahead of competitors, we must have a deep insight into the next development trend of this category.
What kind of trend will the category develop towards?
Strategy: Create "Entertainment Food Tide Brand"
Consumers are the driving force behind the promotion of category upgrading, and the essence of insight into categories lies in insight into consumers.
The main consumers of duck meat snack food are young people (currently post-80s and post-90s). These groups are the most valuable consumer groups in growth.
In this era of "entertainment to death", everything can be deconstructed, and everyone can ridicule and laugh at themselves. "Entertainment" is the biggest brand of young people in this era.
Consumption characteristics of post-80 s and post-90 s consumer groups-close combination of entertainment spirit and consumption behavior This consumer behavior characteristic of "close combination of entertainment spirit and consumer behavior" has promoted the development of major industries to "entertainment".
The era of entertainment economy has arrived!
If the brand of duck leisure food really wants to be recognized by consumers, it must fully satisfy its consumption behavior characteristics of "entertainment spirit";
From the perspective of category attributes, the so-called leisure food is actually the food that people eat during leisure and rest. From the marketing point of view, the main selling point of snack food lies in its unique delicacy, the beautiful leisure experience it brings to consumers and the time it enjoys.
Snack food is "food for eating and playing".
The core essence of snack food is to satisfy consumers' desire for leisure and entertainment at the same time, which is also the fundamental reason why snack food brands such as Xerox, Snickers and Mentos try their best to adopt "entertainment marketing" to meet consumers' needs.
After in-depth insight into the attributes of consumers and categories, we can foresee:
In the era of entertainment economy, driven by the characteristics of consumer groups, duck leisure food categories will also develop towards the trend of "fashion and entertainment" like other categories.
At present, there is no real "entertainment food" brand in the duck snack food industry. Whether it is long-lasting, tasteless, Liao Ji and Huang, it still stays at the level of "selling products".
Therefore, whoever establishes a real "entertainment and food brand" that consumers can perceive first will get the first chance, which is an opportunity for Zhou Heiya to distinguish competitive products and achieve a leading competitive advantage.
Zhou Heiya's Strategic Action of "Jumping Out of Categories to Become a Brand"-Creating a "Brand of Entertainment and Food Tide"!
This is the strategic choice that is most in line with the development trend of Zhou Heiya's own genes!
Zhou Heiya will closely focus on the major consumer groups to create a brand of entertainment and food, which will be obviously different from the existing similar brands. It will upgrade from product attraction to brand attraction, thus comprehensively enhancing consumer loyalty and brand added value.
Transformation: the perfect interpretation of entertainment brand
"Entertainment and Food Tide Brand" has defined the strategic positioning for Zhou Heiya brand. Under this strategic positioning, how can Zhou Heiya brand create a * * * voice among consumers?
Let Zhou Heiya step by step into the world of young people, grab their mouths and their hearts;
They are a group of people who are mainly entertaining and full of personality;
They pay attention to brands, like to try new things, pursue popular, fashionable and novel things, have a strong interest in new goods and services, like to be different and hope to get attention;
They like to "play", play Weibo, play mobile phones, play games and take selfies? They are also "fun", and the expressions are "I create everything" and "I am the owner of my site".
They grow up in the network society, love click-through rates, use mars language, worship alternative stars, and show their vitality with parkour and fancy basketball?
Entertainment and happiness are the high-frequency words in their communication. Even when they consume, they often make decisions according to whether they feel the entertainment atmosphere!
Speak the minds of young people-
"Will entertain, happier"
The team of Jin Huitong wants Zhou Heiya to have the same context as the post-80s and post-90s, and to build Zhou Heiya into a "brand of braised leisure food that can best be played with young people".
Jin Huitong, under the positioning of "Entertainment and Food Tide Brand" in Zhou Heiya, made a systematic innovation on Zhou Heiya's brand image, store image, product creativity and dissemination, and comprehensively interpreted the brand core of "Entertainment and Food Tide Brand" in Zhou Heiya for fun!
Advertising is also entertainment.
Waiting for the bus is boring? Lack of interesting scenery on the road? Newspapers are boring? Lonely hands on the subway pull ring? Zhou Heiya will entertain you! Three creative advertisements, "don't taste for the sake of taste", "reject boredom" and "seek the tide to usurp taste", are vividly staged around you. Dynamic design and inflammatory language can save your depressed state, and Zhou Heiya can convey your happy energy and have a good time.
The terminal is also entertainment.
Zhou Heiya carefully arranged billboards in the storefront to attract passers-by into the store. And the good show in the store is also being staged: your duck neck will be loaded with a cone-style set meal, and you will be invited to taste a special duck-flavored "ice cream"; Please use the relationship of Zhou Heiya Couples Cup; Shy desk lamp, dynamic white man, creative small promotional items, so cute that I can't put it down! Zhou Heiya also actively recruits "super fans" as members, so that people who love Zhou Heiya can "have fun" together.
Members also entertain.
Duck, duck, it turns out that ducks are born with talent. How can a versatile duck like Zhou Heiya miss the opportunity to learn from others? Jin Huitong established a brand-new member organization-"VIP Circle" in Zhou Heiya. In the VIP circle, you can show everything and know everything. As long as you have something, bring it on! Zhou Heiya will also create all kinds of fun interactive sessions for all the guests to make everyone happy together.
Public relations is also entertainment
Zhou Heiya brings together campus talents to launch the "Star of the Times" Campus Style Competition and Image Spokesperson Selection Competition, so as to create an annual event in Wuhan campus!
The "Star of the Century" activity started in Wuhan University on May 28th and ended in the central square of Guanggu Pedestrian Street on July 3rd, covering more than 20 colleges and universities in Wuhan. The 10 campus sea election was held to start online sea election. Zhou Heiya Times Star has attracted the attention of hundreds of thousands of college students and attracted tens of thousands of people to actively register. "Being entertained and happier" has aroused the buzz of thousands of college students and become a spiritual model of hedonism.
Zhou Heiya and Jin Huitong jointly performed the drama "Entertainment Food Tide Brand", and happy stories are being staged one after another:
1, a brand-new "brand of entertainment food tide", has opened nearly 100 stores in Zhou Heiya, and five major cities in China, such as Shanghai, Shenzhen and Beijing, have joined forces to quickly set off a food boom in Zhou Heiya;
2. Zhou Heiya's sales exceeded 654.38 billion yuan, and the sales increased by nearly 50% in the same period;
3. Zhou Heiya has won the favor of many investment institutions, and capital helps to further accelerate market expansion;
4. There are more than 200 stores in Zhou Heiya, which has become a national strong brand in the leisure marinated vegetable industry;
On 20 12, Jin Huitong renewed the contract with Zhou Heiya. We believe that the future plot of this happy drama will be more exciting, and Zhou Heiya will certainly enjoy the future of "century-old brand" in the continuous development of happy plot!
Comments:
Being a "duck" happily is a way of life and a marketing strategy. This maverick duck is full of entertainment spirit and fashion style. If you play with it, share it and make friends with it, you will be happier.
This is Zhou Heiya, the brand of "entertainment food".
When the leisure and lo-mei category was still in the stage of "selling products", Zhou Heiya met Jin Huitong who was good at solving problems through innovation and integration, and tailored the development strategy of "Entertainment and Food Fashion Brand" for Zhou Heiya, which transformed Zhou Heiya from a perfect "taste temptation" into an all-round charm attraction, and enabled Zhou Heiya to win the present and enjoy the future with a brand-new excellent image.
Wang Zhengfei
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