The image of the origin of rural products plays an obvious role in consumers’ brand beliefs and brand purchase intentions. To this end, I have compiled an analysis of successful marketing cases of agricultural products for everyone. Welcome to read.
Analysis of Successful Marketing Cases of Agricultural Products Part 1
1. ? Origin? Strategy
Cordyceps sinensis and safflower in Tibet, Erguotou and roast duck in Beijing, Ningxia’s Many products such as wolfberry, Shandong's giant peanut, and Xinjiang's grapes have the characteristics of their origin, which is what we usually call "specialty products." In turn, the "Country of Origin" image plays a significant role in consumers' brand beliefs and brand purchase intentions. When purchasing goods, "Made in Shanghai" often means advanced technology and high quality; products from Saishang grassland often have no pollution feeling; products from Xinjiang and Tibet often have exotic flavors and unique flavors. The place of origin affects consumers’ evaluation of the brand, which in turn affects purchasing behavior.
Last summer, we planned the "Silk Road Morning Light" treasure oil series. This treasure oil series includes four products, including wheat germ oil, grape seed oil, safflower seed oil, and tomato seed oil. Among these Among the products, three raw materials are produced in Xinjiang, and safflower seeds are produced in Tacheng, the famous hometown of safflower, where the quality of safflower is the best; grape seeds are produced in Turpan, whose grapes are famous all over the world; tomato seeds It comes from Korla, a famous city outside the Great Wall. The unique origin advantage gives the product a natural, pure, healthy and nutritious image, which is the most impactful and distinctive brand advantage. Therefore, the author made a big fuss about the origin of Xinjiang, positioned the brand as "special oil from the Western Regions", and refined the brand name into "Silk Road Morning Light". The Silk Road runs from Chang'an to the Western Regions via the Hexi Corridor. "Silk Road" has also become a nickname for Xinjiang. When "Silk Road" is mentioned, Xinjiang will come to mind. The famous large-scale ethnic dance drama "Flower Rain on the Silk Road" draws on the strengths of folk songs and dances from various places and enjoys a high reputation at home and abroad; the "New Silk Road Model Competition" has also become China's top fashion event with wide influence. All these have endowed the "Silk Road" with many cultural and aesthetic connotations, giving people the association of civilization, exotic land, romance, and beauty. ?Silk Road Morning Light? contains the product's biggest features and unique value: Xinjiang origin and health benefits. It is rich in cultural beauty and vitality. It has a heritage connection with the original brand. It is also harmonious and full of beautiful associations. ?Silk Road Morning Light?'s rich connotation perfectly explains the product value.
In addition, the author also uses the concept of origin on product packaging and promotional materials to convey to consumers the impression of natural purity, high quality, health and authenticity. In the end, the "Silk Road Morning Light" precious oil series proved the power of the "origin of origin" strategy with its excellent market performance.
Analysis of Successful Marketing Cases of Agricultural Products Part 2
Original Ecological Strategy
With the development of the economy and the improvement of living standards, people’s awareness of dietary health has become more and more obvious. Consumer demand for natural, healthy and green products is becoming a trend. Therefore, nature and greenness have become a strong support for agricultural product deep processing enterprises to build their own brands. At the end of 2006, the author's company in Beijing welcomed several friends from Gansu. They traveled thousands of miles to bring several melons weighing more than ten kilograms, as well as several boxes of golden-colored beverages called melon juice. They took advantage of the unique local agricultural resources and developed a unique approach. After years of technical research, they solved the international problem of "Melons are delicious but melon drinks are difficult to make" that caused headaches for domestic and foreign industries. They took the lead in launching the product in June 2003. Seed melon juice drink, and applied for 3 invention patents, filling the gap in the beverage industry that there is no high-end melon juice drink.
In order to refine the brand name, we integrated the brand strategy, product characteristics and customer opinions, and finally decided on "Oriental Melon Garden", which means green, healthy, beautiful, full of appeal and appetite. In order to enhance the value of the product, the author changed the original product name "Seed Melon Juice" to "Seed Melon Dew". The word "Dew" conveys a natural and native message, which immediately enhances the product's sense of value. Then the author positioned the Oriental Guayuan brand as "a fashionable and healthy drink for modern people" and positioned its brand core value as "original ecology".
The word "original ecology" is borrowed from natural science. Ecology is a state of survival and development in which organisms and the environment interact with each other. "Original ecology" refers to everything that survives under natural conditions and has not been alienated, that is, looking back at the origin of things. The development of modern civilization has not only not devalued the original ecology, but has become increasingly popular among consumers. "Original" tourism, "original" food, "original" architecture, "original" literature, "original" education, etc. are in the ascendant. The "original ecology" of Oriental Melon Garden Seed Melon contains this information: Seed Melon is
the mother parent of watermelon, an unalienated native variety; Seed Melon comes from the largest, most authentic and best-quality watermelon in China. The origin of seed melon is pure and natural, returning to its original nature and tastes original. In short, "original ecology" means "nature, originality, and health". After the product was launched, it became very popular. Recently, it was regarded as a classic representative of Gansu specialty products and was designated as a designated product by the 2007 New Eurasian Continental Bridge Regional Economic Cooperation International Symposium
Analysis of Successful Marketing Cases of Agricultural Products Part 3
Cultural Breakthrough Strategy
Agricultural products are rustic, and agricultural product deep-processing enterprises often lack the ability to integrate brand resources, and lack of exploration of the cultural value of deep-processed agricultural products and cannot be used. ?Culture? to enhance brand value. In fact, my country's long and profound agricultural civilization has endowed many deeply processed agricultural products with a strong cultural heritage. As long as we are good at exploring and utilizing them, we can plan differentiated brands and products and increase the added value of the brand.
In June of the previous year, Centenary Zhiye Company welcomed several customers from Tengzhou, Shandong Province, the hometown of Mozi. They developed a beautiful and healthy chestnut porridge product. In order to further enhance the brand value and expand the market, Finally, I found Beijing Century Intelligent Industry.
Chestnuts, like peaches, plums, apricots and dates, are one of the five famous fruits in my country and are also a food with strong cultural charm. Chestnut porridge has a long history among the people and is also a popular nutritious food. There is a saying: If the waist is sore and the legs are weak and the kidneys are weak, the fragrant chestnut porridge is better than a tonic. The author firmly grasps the core interests of chestnut porridge, which is delicious and healthy, and tries to explore the cultural heritage of chestnuts, using culture to interpret the value of brands and products, and seeking cultural and emotional recognition. The author extracted the following sub-brand names for chestnut porridge products: "Chestnut Shijia". "Aristocratic Family" comes from Sima Qian's "Historical Records" and is an important part of "Historical Records". Except for Confucius, the master of Confucianism, and Chen She, the leader of the peasant uprising, all the others who were included in the "Aristocratic Family" were emperors or ministers of good fortune. For example, "Ti Gong Shizhi", "Liuhou (Zhang Liang) Family", "Luzi Family", etc. Later, "Aristocratic Family" was named as a famous family, such as "Jinfen Family", "Celebrity Family". In addition, "Aristocratic Family" "Aristocratic family" also refers to a family with superb skills and respect that has been passed down from generation to generation, such as "Aristocratic family of traditional Chinese medicine", "Aristocratic family of traditional Chinese painting", and "Aristocratic family of scholars", which means accumulation, culture, skills and integrity. , which means value. The brand name of "Chestnut Shijia" illustrates the advanced chestnut porridge production technology that adheres to traditional craftsmanship and combines modern technology. It is full of the profound cultural heritage and unique health culture of chestnut porridge, and interprets the "No. 1 chestnut porridge in China" The brand positioning of the brand.
Moreover, the author has used "Cherish Family" as a registered trademark to help customers improve their future competition barriers through legal monopoly methods. In other words, "Qinqin" and "Yin". Luxu and other convenience porridge manufacturers can follow up and make chestnut porridge in the future, and jointly expand this market. However, there is only one "China's No. 1 chestnut porridge brand" and "China's best chestnut porridge", and that is "Chestnut Family" ?. Under the author's planning, "Chestnut Family" can be imitated, but it is destined not to be surpassed.
In the canned instant porridge market, chestnut porridge is a differentiated product and is currently almost invisible on the market. Similar competitive products. In September 2007, the "Nanhai Yalong Brand Strategy Conference and the Lecture by Mr. Huang Taiyuan, a famous cross-strait planner" was held grandly in Tengzhou, Shandong Province. This chestnut porridge, which is not yet a well-known brand, attracted a lot of attention. Hundreds of dealers from all over the country attended the meeting, and the participating dealers praised Chestnut Shijia's differentiated packaging and sweet and delicious taste.
The author's speech entitled "Changes in China's Food Industry and Blue Ocean Business Opportunities for Distributors" aroused enthusiastic response. After listening to the author's speech, the distributors were confident and signed contracts one after another. The occasion was unprecedented and sales started in the morning. After purchasing more than 6 million yuan worth of goods, the company was overjoyed.