Dr. Milan, a well-known American quality management expert, said that quality is the key to ensuring that a brand opens the door to the market and is the core of brand operation. Stable high-quality products are an important source of brand image.

The quality of the program must be guaranteed. Shi Changshun believes that this is the foundation of TV columns. “Many TV stations attach great importance to the creation of brands and spare no effort in manpower, material and financial resources to create brand columns. However, maintaining the popularity and ratings of famous brand columns and ensuring their sustainable development is even more difficult. ."

Mengniu Sour Yogurt, please give me a reason to buy

The enthusiastic cooperation between "Super Girl" and Mengniu Sour Yogurt in the summer of 2005 once again demonstrated the company's commitment to brand management. awareness and the usual urgency of facing the market.

“Super Girl” is so popular and powerful that we temporarily forgot about the sponsor behind it—Mengniu Dairy. “Sour and sweet is me” in the country. , "Sing whenever you want, and sing beautifully", we have also blurred the original intention of Mengniu Sour Yogurt - through "super girls" - the target customer groups of these sour yoghurt, targeting different regions or Establish or strengthen the popularity of sour yogurt and increase sales.

You must have objections. "Super Girl" is so popular, how can you say it has no popularity? So, does the momentum of "Super Girl" seem to imply that it is the winner of the show? Should this popularity be based on events or should it be a sponsored brand? Even if we agree that equipped with the "Super Girl", Sour Yogurt's share of the store shelves is getting higher and higher, but have you keenly discovered that it is not only Mengniu who calls Sour Yogurt now? With the dedication concept of "good, everything is good", Mengniu Sour Yoghurt has become the number one seller in the sour milk category by virtue of its popularity. But what kind of content does this popularity include? What kind of fame has Mengniu Sour Yogurt gained? This popularity How long it can protect the sales of Mengniu Sour Yogurt is unknown.

In our perception, compared with the form and process of becoming famous, we pay more attention to the result of being famous; in our perception, attention means success, and popularity is the guarantee of purchasing power. We strive to The words are not shocking and they are trying to boost sales. But in this era of overflowing information, at the moment when consumers make their final purchase decision, can popularity be transformed into purchasing power? What kind of popularity can more efficiently help consumers turn their thoughts into actions? But gradually we discovered that even if we have popularity, we may not necessarily have sales, let alone sustainable sales.

Super Girl's style, the referee's orientation, the image of the host, and the attitude of the audience, for a time, multiple themes, multiple angles, and multiple viewpoints surrounding "Super Girl" were colorful. We pay attention and we are confused. "Sour and sweet is me." Mengniu Sour Yogurt, after this name is engraved in our minds, what kind of experience and perception does it give us? Is Mengniu Sour Yoghurt different from other sour yoghurt products? Assume that tomorrow a certain brand of sour yoghurt will plan a "special girl" program with greater intensity, create more gossip, and cause a greater sensation. Then, how to ensure that consumers continue to choose and be loyal to Mengniu sour yoghurt? Woolen cloth? How can "Super Girl" ensure the sustained and stable sales increase of Mengniu Sour Yogurt instead of a short-term satellite release?

At this time, we must not only recall an event that was similar in appearance but different in spirit to "Super Girl" - the "Rejoice Star" competition sponsored by Procter & Gamble and carried out nationwide.

In terms of goals, both P&G and Mengniu hope to establish and enhance brand awareness through such public relations activities. At the strategic level, it can be said that they are exactly the same;

In terms of purpose, P&G The company hopes to promote the brand's core value through public relations activities and strengthen the perception of brand benefits. P&G focuses on the long-term and stable transmission of brand value and the accumulation of brand core value.

Compared with P&G, Mengniu pays more attention to the improvement of channel shipments, emphasizing not playing tricks and emphasizing that sales volume is a solid and quantifiable measure of brand awareness;

"Rejoice Star" "The media, advertising, hosting, and atmosphere in the promotion activities are all tools for Procter & Gamble to convey the "smoothness and confidence" of the Rejoice brand; in the selection of "Super Girl", the media flourished, standards were brilliant, and there was little in the excitement and chaos. Focus, in addition to the sweet and sour taste of Mengniu Sour Yogurt, are you trying to convey any brand value?

The title, "Rejoice Star", is clear at a glance. The brand naming event will help the brand to be mentioned repeatedly with the promotion of "Rejoice Star" across the country. To strengthen understanding, if the "Super Girl" activity wants to highlight the sponsored brand, the host needs to repeat it deliberately; after the "Rejoice Star" activity, we no longer have any impression of who the "Rejoice Star" is in the end, but time Overwhelmed, Rejoice's mark of "softness and confidence" remains everlasting;

"Super Girl" today has brought us too many handsome girls like Hei Nan's surname Hei and Chunchun's popularity There are many discussions, but who can guarantee that today next year, we will still retain the memory of these names and details? Even if there are still some hazy moments next year, what specific connection does all this have with Mengniu Sour Yogurt?

Did Mengniu Sour Yogurt create "Super Girl", or did "Super Girl" create Mengniu Sour Yogurt? It really takes a lot of thinking.

Brand is not the concept of popularity and trademark; brand is not popularity; brand is not the same as VI design; brand is not advertising. When our company wants to spread itself through advertising, or we must first ask ourselves, I What kind of content does your brand want to spread, and why do you want to spread such content?

Today, the most common word associated with brand is planning. Brand planning, no matter how actively interpreted, can only be a rational analysis and decision-making when discussing brand communication strategies after clarifying the core value of the brand. Brands are by no means planned, so it would be even more weird for some companies to entrust their brands to an advertising company. Brands are the soul and the company's lasting competitiveness. Who would lend their souls to others?

"Super Girl" Mengniu Sour Yogurt, please give consumers a reason to buy it in the name of the brand.

Wen Zhangjing, managing partner of Shanghai Medi Brand

The "big boss thinking" of "Super Girl"

Many of the current comments are directed at "Super Girl" "Girls" program itself, but in fact, behind its success, Mengniu's full dedication is indispensable. And this "big man behind the scenes" has undoubtedly received generous rewards from this event. Turning around and looking at the alternative thinking of the sponsoring companies, it may be able to provide more inspiration for the company's media investment plan.

How to get out of the quagmire of homogeneity

Competition in the dairy industry may be the most fierce among fast-moving consumer goods in recent years. At the same time, it has also ushered in a troubled year and is becoming increasingly fierce Price wars, channel wars, and promotion wars have caused some companies to begin to overdraw their own resources. Becoming more of a dairy company is almost the only option to escape the quagmire of increasing homogeneity.

Generally speaking, an enterprise's product line needs to consider the production and sales of several products, namely image products, scale products, and profit products. Image products are products that have certain advantages compared with competitors and are more likely to attract consumers' attention and purchase; scale products, also called high-volume products, are products with large sales volume but fierce competition at the same time, which are related to product sales industry status; profit products are products that can find consumer groups that are not sensitive to price through differentiated appeals and contribute greater profits to the enterprise.

Mengniu Sour Yoghurt is such an "emotional" product. It is systematically integrated with the "Super Girl" campaign. On the one hand, it targets the target consumer groups that need to be influenced. On the other hand, it also integrates the "Super Girl" The brand influence of "Female Voice" has been well injected into the product "Sour Yoghurt". Sour Yogurt targets this group of people. They disdain price as the first consideration when shopping. They emphasize "I just like it."

At the same time, the youthful color of the product is highlighted to prevent this type of consumer group from combining milk drinking with childish and immature emotions. From this perspective, Mengniu Sour Yoghurt has considered the product design itself, the locking of the target market group, and the role and status of the product line very clearly, and has achieved "taking the lead" in this regard.

Changing passive communication plans to active communication

How can enterprises carry out scientific and effective media placement? From the perspective of communication, Mengniu Sour Yogurt "Super Girl" has several points: Very worth learning:

First, change the passive communication plan to active communication. While many of our companies are arranging media placement plans scientifically and rationally over the long term, they actually make a big mistake, that is, our plan is originally a "technique", and how to seize our target consumer groups and promote consumption is the key Our "Way", our purpose. Mengniu Sour Yogurt can have such great courage to use a theme activity not only as a component of the communication plan, but as the main line of the entire communication, with other projects as organic supplements. This is worthy of our thinking. of.

Second, increase participation and expand influence. Letting a wider range of people participate has become the main purpose of its communication and promotion. He carried out activities to promote hundreds of millions of packages of products; he funded potential contestants to compete in the five competition areas in places where there were no competition areas; he set up various lottery links and organized lucky consumers to participate in the "Super Girl" summer camp; he launched various activities in various places Roadshow activities convert attention to activities into attention to products, etc.

Third, break through the traditional ideas of cooperation. Mengniu Sour Yogurt chose Zhang Hanyun as its product spokesperson, but Mengniu did not pay a penny for the spokesperson fee. Instead, they negotiated with Zhang Hanyun's agency. Mengniu invested a huge amount of money in advertising to enhance Zhang Hanyun's value in the future advertising market, and the endorsement was completely free. Zhang Hanyun's own choices are very consistent with the product characteristics, and the endorsement costs are not paid. This kind of operation is worth learning from.

From this perspective, Mengniu Sour Yogurt carries out new thinking and creativity from traditional communication methods, and has achieved "innovation" in this regard.

The weighted effect of choosing successful brand cooperation

Some people are not optimistic about the cooperation between Mengniu and Hunan Satellite TV. On the one hand, it is because Mengniu has invested tens of millions of dollars in this. With so much money invested in this activity, what if the results are not good? On the other hand, it is believed that the people who participate in programs such as "Super Girl" have relatively poor spending power. Even if the impact is great, the actual sales effect may not be good.

But it turns out that this worry is somewhat unnecessary. On the one hand, Hunan Satellite TV, as a pioneer in Chinese entertainment programs and a very successful brand, has always made active and beneficial attempts and explorations in program innovation and promotion. On the other hand, in 2005, Hunan Satellite TV also increased its interaction and cooperation with other media across the country, causing the ratings of the program "Super Girl" to rise steadily.

It was against this background and time that Mengniu Sour Yogurt established a cooperative relationship with two successful brands - Hunan Satellite TV and "Super Girl". Three brands that also aspire to achieve greater glory perform their respective duties and interact with each other in their respective fields. As a result, this event achieved very good results.

The cooperation between Mengniu Sour Yogurt and "Super Girl" has achieved certain initial results, but in the face of more and more activities and programs of the same type as "Super Girl", Mengniu must also It is necessary to consider how to further enhance the brand and further expand sales on the basis of taking advantage of the situation.