Case analysis is aimed at improving marketing efficiency and is based on certain theoretical principles. To this end, I will organize the analysis of advertising and marketing communication cases for you below. You are welcome to read it. Analysis of Advertising Marketing Communication Cases Part 1
Feike: Live a wonderful life
Brand background: The traditional sports industry has moved into the fashion and leisure field
In March, Feike International Holdings Limited was successfully listed on the main board of the Hong Kong Stock Exchange. Its business scope includes Feike and Fleck brand sales, export OEM business sales, sole sales and resale and repurchase inventory. Feike Group currently operates a casual wear brand Fleck targeting first- and second-tier cities and a casual sportswear brand Feike targeting third- and fourth-tier cities in China.
Flake is defined as an American brand that uses the power of innovation and change to continuously move towards higher and further brand goals.
Brand proposition: KEEP WONDERFUL (Live a wonderful life)
Free lifestyle + pursuit of wonderful life attitude
FLYKE, a person who advocates freedom and challenge A spiritual American leisure brand, it is rooted in the soil full of free culture in the United States. The diverse culture of American history gives FLYKE a deeper brand connotation. The fashion attitude of actively exploring freedom and dreams and living a wonderful life has gradually become the eternal soul of FLYKE. From the openness and freedom formed by the adventurous spirit of the western pioneers to the sunny and comfortable West Coast style, FLYKE's "natural, simple and comfortable" clothing style is created.
FLYKE has always adopted a liberal fashion attitude, boldly explored the development of American fashion and clothing culture, constantly innovated, and profoundly interpreted the free and unrestrained American fashion spirit. FLYKE, which is rooted in the soil of advocating success and heroism, is destined to have a spirit of self-challenge that is fearless and proactive. It is this spirit that enables the FLYKE brand to always maintain its precise positioning and positioning of American culture. Deep insights into cutting-edge fashion.
American fashion pursues a kind of physical and mental relaxation without any deliberateness or affectation. This is also the spiritual pursuit and sartorial needs of most people in the world today. FLYKE has always focused on the aesthetics of clothing, and prefers to emphasize a spirit of casual simplicity, elegance and comfort, and tries to express casualness and simplicity, striving to achieve style unity and loyalty to the brand's dream. "Minimalism and modern urban feel" are FLYKE's highest design principles and are also today's popular trends. FLYKE's biggest wish is to use a more avant-garde, more fashionable and more casual approach to depict the atmosphere of different cultures and different lifestyles in the United States, and to use relaxed and casual language to present a clean and perfect image and create a A comfortable and pleasant attitude towards dressing.
FLYKE targets urban elites aged 25 to 35. In FLYKE’s view, young people living in cities will respond to the brand’s design because their lives and needs are very similar. . They need a free, self-sufficient and comfortable wonderful life, as well as natural, simple and comfortable daily wear.
Brand image:
Original presentation of American style,
Simple but not less exciting
People who like FLYKE must be able to agree with it FLYKE advocates the "freedom and freedom" American leisure culture. Mature, confident and assertive consumers often focus on the pursuit of quality life and have a self-understanding of the true meaning of life.
Just like anyone doing anything, when choosing clothing, they are always looking for the one that suits them best, and carefully consider the fit of the brand or clothing with themselves. When to wear it? What Occasion wear? And for all this, FLYKE will be their best choice, because FLYKE can meet their dual requirements for fashionable appearance and inner temperament.
FLYKE knows and understands the essence of American style. In FLYKE's view, the essence of American style has international characteristics. Just like New York, it is not a typical American city, but a typical international city. The same goes for London, Paris or Milan.
The people who live in these cities respond to outstanding design because their lives and needs are so similar. No matter where they live, modern people have their own unique characteristics. They all need beauty and excitement in their lives!
Conclusion
The baptism and nourishment of American clothing culture FLYKE has a unique casual style of Nature, Concise and Comfortable. And this is not only the pursuit of modern young people, but also the essence of American casual style. Because of this, FLYKE, a very representative classic American leisure brand that leads the leisure trend, uses its dynamic dark blue brand LOGO to interpret the fashion spirit of advocating freedom and exude a young and casual American style.
Comments:
Clothing is a reflection of mental state.
As a clothing brand, the prerequisite for accurate positioning depends first on the understanding and interpretation of a fashion, which is related to the market vitality of the brand itself. There are many men's clothing brands, but each brand has its own "brand spirit". It can accurately capture a state according to the different states of each person's life, which actually captures consumer insights. The collision between American culture and Chinese culture lies in the fact that people's living systems are different and the states they release are completely different. At the beginning of China's reform and opening up 30 years ago, French fashion designer Pierre Cardin introduced this brand to China , the spiritual guidance of clothing culture to the Chinese people has made the Chinese people's meaning of "trademark" or "brand" seem to be more than just a small piece of cloth under the collar of clothes. The "free lifestyle + pursuit of exciting life attitude" created by the FLYKE brand coincides with the current state of China's times. Among many clothing brands, it pursues the promotion of self-personality and the release of the spirit. It is not difficult to see that the planning and creation of the FLYKE brand relies on market insights. Analysis of Advertising Marketing Communication Cases Part 2
Head & Shoulders: PPTV Premier League Power Group’s New Interactive Communication
Head & Shoulders’ Power Group has gained widespread popularity. On this basis, what needs to be considered is how to further Continue the brand promotion route and effectively strengthen the brand's image and status.
Marketing objectives
Strong exposure of Head and Shoulders products so that the powerful brand concept can effectively penetrate into the target consumer groups.
Target audience
Consumers who buy Head and Shoulders are mostly white-collar workers and students. The consumer targets set by Procter & Gamble for Head & Shoulders are mostly urban youth to satisfy their pursuit of fashion.
Analysis of consumer regional characteristics: Head & Shoulders occupies a major market position in all parts of the country.
Execution time
April 26~June 30
Creative expression
As a strong sports platform, PPTV will The major online sports events include the Premier League and World Cup budget matches. The viewership of these two major football events is very consistent with the brand audience. In addition, the passion, victory and other elements of the football match itself are exactly the same as the concept of the powerful team, which is more conducive to the output and penetration of the brand concept.
Communication strategy
Through insight into fans’ football watching and social psychology. By using language that is close to the user group’s acceptance: “Strength faction”, “Speak harsh words”, “Support for death” and other communication contents that touch the user’s psychology, it stimulates attention and discussion on Head & Shoulders’ strength faction.
Create a "Head & Shoulders - Premier League Powerhouse" with events as the content and creative interaction as the highlight.
Execution process
Bind the two major events to open creative advertising, organically combining the concept of powerful teams with advertising forms.
Creative advertising formats: Premier League matches on PC - situational advertising, interactive quizzes, crazy patches
Three-end hard advertising: all-platform Premier League matches + World Cup preliminaries patch placement, web pages Hard advertising on client + client homepage, client movies, variety shows, and sports channels, iPhone client focus image + startup large image for high-exposure presentation.
Effect summary
Total views PV 16 159 913 875
Total clicks CLICK8 217 458
Comments:
Head & Shoulders, as an international anti-dandruff hair care brand, has always led the trend in the field of scalp care. This time, Head and Shoulders PPTV Premier League’s new interactive communication plan uses the dual combination of sports strength + anti-dandruff strength to bind the two major events to launch creative advertisements, close to the main target of Head & Shoulders: young, confident, fashion-conscious men, highlighting The brand proposition of Head & Shoulders' powerful anti-dandruff brand.
It is worth mentioning that PPTV, as a strong sports platform, launched major sports events during the promotion period, including the Premier League and the World Cup budget games. The viewership of these two major football events is very consistent with the brand audience. The Premier League is the most competitive stage, and the players' strength competition echoes the brand's anti-dandruff strength.
David Ogilvy once mentioned in his book: A good advertising work is one that sells the product without attracting public attention. At present, Head & Shoulders still lacks in converting advertising influence into market purchasing power. Faced with the strong competitor Qingyang's anti-dandruff, Qingyang's straightforward attack is to do what it says. How to further continue the brand promotion route and form effective market purchasing power, Head and Shoulders has a long way to go.
? Cheng Sai
As a well-known brand in China, Head and Shoulders has a certain market and consumer base. When it comes to targeting and disseminating content to a target group, it’s crucial to cater to their preferences. This project combines the Premier League matches as a carrier, and then carries out a series of communication penetration and display, which should achieve the established communication effects and expected goals.
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Advertising agency: Jinhuitong Creative Marketing Agency Group
When the casual braised food category was still in the stage of “selling products”, Zhou Heiya met Jin Huitong, who was good at integration and innovative problem solving, and formed the project for Zhou Heiya Tailor-made the development strategy of "entertainment gourmet fashion brand", jumping out of categories to build brands, allowing Zhou Hei Ya to stand out from the traditional braised food category, transforming from a perfect "taste temptation" to an all-round charm, making Zhou Hei Ya a brand-new brand The brand image of Zhou Hei Ya quickly caused a brand storm in the national market.
There is such a maverick duck, which is full of entertainment spirit and trendy style. Play with it, fashion with it, share with it, and make friends with it, you will definitely be happier.
It is the "entertainment and food brand" Zhou Heiya.
In December, when the casual braised food category was still in the "selling products" stage, Zhou Hei Ya met Jin Huitong, who is good at integration and innovative problem solving, and customized an "entertainment and food trend brand" for Zhou Hei Ya. The development strategy is to go beyond the category to build a brand, allowing Zhou Hei Ya to stand out from the traditional braised food category, transforming from a perfect "taste temptation" to an all-round charm attraction, allowing Zhou Hei Ya to quickly become popular in the national market with a brand-new brand image. Brand storm.
Question: Zhou Hei Ya’s brand dilemma
Zhou Hei Ya was founded in 1997. After more than ten years of development, it has become a duck braised food brand with certain brand awareness and market influence in Wuhan market. However, as the market develops, problems encountered by the brand come one after another:
There are many imitators: Zhou Hei Ya’s influence in the Wuhan market and the low threshold of duck braised food have caused imitators to follow the trend in the market. There are so many Zhou Hei Ya that consumers cannot distinguish between real and fake Zhou Hei Ya, which has plunged the Hubei, especially Wuhan, market into a mixed competition of "Zhou Hei Ya", which has caused a certain market impact on Zhou Hei Ya;
Competition is becoming increasingly fierce: with the development of the braised food market , more brands are participating in the market competition, and many competitors such as Jiujiuya, Juewei, Huangshanghuang, etc. continue to expand the market, eyeing the industry dominance;
The brand power is weak: Although Zhou Hei Ya store has certain Profitability, but competition relies more on superior product power. Brands and store images are traditional, brand power cannot be demonstrated, cannot resonate with consumer minds, and lacks exclusivity in market competition.
Weak brand expansion: As the saturation of the Wuhan market continues to increase, Zhou Hei Ya began to test the expansion of markets outside the province. However, the traditional braised food brand image did not form a clear distinction from other competitors, resulting in the provincial Expansion in foreign markets is weak;
Zhou Hei Ya stands at a critical intersection of brand development. How can the Zhou Hei Ya brand get out of the development dilemma and achieve brand breakthrough?
Breaking the situation: Breaking out of categories to build brands
Brand breakthroughs and continuous leadership often belong to discoverers with forward-looking vision. From a business perspective, great foresight can create a great brand! The successes of IBM and Apple have confirmed this.
In order for Zhou Hei Ya to achieve brand breakthrough, long-term sustainable development and maintain its leading edge, it must have a deep insight into the development and evolution trends of the category, and take forward-looking and targeted strategic measures! In order to implement differentiated brands strategy to build strong brand power.
Based on in-depth analysis of categories and markets, and after multiple rounds of discussions, the Jinhuitong project team decisively proposed the strategic idea of ??"Building a brand out of categories", that is: based on in-depth insights into category development trends, Take targeted strategic measures to gain category competitive advantages; at the same time, focus on building its own brand to make consumers more emotionally willing to get closer to Zhou Hei Ya and gain brand competitive advantages.
Derived from category, higher than category.
Judging from the development of the category, the duck snack food category has completed its first business transformation: table food? snack food; currently there are two business models positioned in the market. Brands positioned as snack foods such as Juewei, Jiujiuya, and Zhou Hei Ya have achieved rapid development in terms of market share and brand influence.
The snack food business model has expanded the consumer groups and purchasing motivations of the traditional meal accompaniment business, and promoted the rapid development of many brands in the industry. Today, Zhou Hei Ya stands on the same starting line as competing brands. To stay ahead of its competitors, it must gain in-depth insight into the next stage of the category's development trends.
What trend will the category develop towards?
Strategy: Create an entertainment and food trend brand?
Consumers are the driving force behind category upgrades. Insights The essence of category lies in gaining insight into consumers.
The duck snack food category has young people (currently those born in the 80s and 90s) as the main consumer group. This group is the most valuable consumer group that is growing.
In this era where everything can be deconstructed, anyone can make fun of, and is full of self-deprecation, "entertainment" is the biggest imprint on young people in this era.
Consumption characteristics of the post-80s and post-90s consumer groups? The close combination of entertainment spirit and consumption behavior. This kind of consumption behavior characteristic of "entertainment spirit and consumption behavior closely integrated" promotes the development of major industries towards the trend of "entertainment".
The era of entertainment economy has arrived!
If duck snack food brands want to truly gain consumer recognition, they must fully satisfy their "entertainment spirit" consumer behavior characteristics;
From the perspective of category attributes, the so-called snack food is actually the food that people eat in their leisure time and rest. From a marketing perspective, the main selling point of snack food is its unique taste, the wonderful leisure experience it gives consumers, and the time it accompanies them to enjoy.
Snack food is food that is eaten and played with.
The core essence of snack food is to satisfy consumers’ verbal desires, and more importantly, satisfy consumers’ spiritual needs for leisure and entertainment. This is why leisure food such as Lay’s, Snickers, and Mentos Food brands are resorting to “entertainment marketing” in every possible way to satisfy the root cause of consumer demand.
Through in-depth insights into consumers and category attributes, we can predict:
In the era of entertainment economy, driven by the characteristics of consumer groups, the duck snack food category will also surely Just like the development trajectory of other categories, it is developing towards the trend of "fashion and entertainment".
At present, there is no real "entertainment food" brand in the duck snack food industry. Whether it is Jiujiuya, Juewei, Liaoji, Huang Shanghuang, they are still at the level of "selling products".
Therefore, whoever creates an "entertainment and food brand" that consumers can truly perceive first will be able to take the lead, and for Zhou Hei Ya, this is the key to differentiating competing products and achieving a leading competitive advantage. Where the opportunity lies.
Zhou Hei Ya’s strategic move to break out of categories and build a brand? To create an entertainment and food trendy brand?!
This is the strategic choice that best matches the category development trend with Zhou Hei Ya’s own genes!
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Zhou Hei Ya takes the lead in building an entertainment and food trendy brand focusing on the main consumer groups, which will form a clear distinction from existing similar brands. It will upgrade from product appeal to brand appeal, thereby comprehensively enhancing consumer loyalty and brand added value.
Transformation: The perfect interpretation of entertainment fashion brands
? Entertainment and food fashion brands? It defines a clear strategic positioning for the Zhou Hei Ya brand. Under such strategic positioning, how does the Zhou Hei Ya brand interact with consumers? Who makes a scream?
Let Zhou Heiya step into the world of young people, capture their mouths and their hearts:
They are entertainment-oriented and full of enthusiasm. A group of individual people;
They pay attention to brands, like to try new things, pursue popular, fashionable and novel things, have a strong interest in new products and services, like to be unique and want to be noticed;
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They like to play, play Weibo, play on mobile phones, play games, and take selfies. They are also very good at playing. "I create Pepsi" and "I make the decision on my territory" are their ways of expression. ;
They grew up in the Internet society, love clicks, use Martian literature, worship alternative stars, and show their vitality through parkour and freestyle basketball?
Entertainment and happiness are their top priorities High-frequency words in communication mean that they often make decisions based on whether they feel the entertainment atmosphere when consuming!
Tell the voice of young people?
? Can entertain, Happier?
The Jinhuitong team wants to have Zhou Hei Ya in the same context as those born in the 80s and 90s, and build Zhou Hei Ya into the brand of braised snack food that can best be enjoyed by young people. .
Under the positioning of Zhou Hei Ya? Entertainment and gourmet trend brand?, Jinhuitong carried out system-wide creativity on Zhou Hei Ya brand image, store image, product creativity, communication and promotion, etc., to fully interpret Zhou Hei Ya? Entertainment and gourmet trend Brand? The core of the brand, entertainment!
Advertising is also entertainment
Bored waiting for the bus? Lack of interesting scenery on the road? Newspapers and periodicals are boring? Your hand on the subway pull ring is lonely ?Zhou Hei Ya is here to entertain you! ? Looking for taste without taste?, ? Rejecting boredom?, ? Seeking trend to tamper with taste? Three creative advertisements are vividly staged around you. Dynamic design and provocative language can save you from your down state, Zhou Hei Ya Spread your happy energy and have a good time.
The terminal is also entertainment
Zhou Heiya carefully arranged billboards in the store to attract passers-by to enter the store. And the fun in the store is also going on: your duck neck will be packed in a cone-style package, and you are invited to try the special duck-flavored ice cream; for couples, please use the Zhou Hei Ya couple cup; shy table lamps, dynamic small White people, these creative little promotional items are so cute that you can’t put them down! Zhou Hei Ya is also actively recruiting super fans to become members, so that people who love Zhou Hei Ya can have fun together.
Members are also entertained
Duck, duck, it turns out that ducks are born to be experts. How could Black Duck, a duck with extraordinary talents and many talents, miss the opportunity to learn from experts that week? !Jin Huitong created Zhou Hei Ya’s new membership organization Da Ke Circle. In Da Ke Circle, you can show everything and know anything. As long as you have information, come over! Zhou Hei Ya will also help you Da Ke Circle. Create various fun interactive sessions to make everyone happy together.
Public relations is also entertainment
Zhou Heiya gathered the masters of campus talents to launch the "Star of the Times" Campus Style Contest and Image Spokesperson Selection Competition to create an annual event on Wuhan campus!
The "Star of the Century" event started at Wuhan University on May 28 and ended at the Central Square of Optics Valley Pedestrian Street on July 3. It covered more than 20 universities in Wuhan, held 10 campus auditions, and opened up online seas. Selection area: Zhou Hei Ya Star of the Times has received widespread attention from hundreds of thousands of college students and attracted tens of thousands of people to actively sign up. ?Entertainment makes you happier? It has also aroused the excitement of thousands of college students and has become a spiritual model of hedonism.
The "Entertainment and Food Trend Brand" jointly performed by Zhou Hei Ya and Jin Huitong has begun, and the happy plot is being staged scene by scene:
1. The new "Entertainment and Food Trend Brand" Zhou Hei Ya nationwide Nearly 100 new stores have been opened, and the five major cities in the country, including Shanghai, Shenzhen, and Beijing, have collaborated to quickly set off a Zhou Hei Ya food craze;
2. Zhou Hei Ya’s sales exceeded 1 billion yuan, with sales increasing by nearly 50% in the same period;
3. Zhou Hei Ya has received capital favor from many investment institutions, and capital has helped further accelerate market expansion;
4. Zhou Hei Ya has more than 200 stores nationwide and has become a strong national brand in the casual braised food industry;
In 2012, Jinhuitong renewed its service contract with Zhou Hei Ya. We believe that the future plot of this happy drama will be even more exciting. Zhou Hei Ya will definitely enjoy the future of the "century-old brand" in the continuous development of the happy drama!
Comments:
Being happy is a way of life and a marketing strategy. This maverick duck is full of entertainment spirit and trendy style. Play with it, fashion with it, share with it, and make friends with it, you will definitely be happier.
It is the "entertainment and food brand" Zhou Heiya.
When the casual braised food category was still in the stage of “selling products”, Zhou Hei Ya met Jin Huitong, who was good at integration and innovative problem solving, and tailored a development strategy for Zhou Hei Ya as an “entertainment gourmet trendy brand”. Let Zhou Hei Ya transform from a perfect "taste temptation" to an all-round charm attraction, so that Zhou Hei Ya can win the present and enjoy the future with a new and outstanding image.