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| Between first and first brand of sales volume |
SANCHISAN COLOR DUMPLINGS 2007-5-10 |
I believe we have learned Youbaoyou crisp, a packet of a money capoten Thin 10/10, and also benefits the delicious breakfast cake Captopril. Hebei capoten cake industry is relying on these two competitive products, a wholly domestic sales of the first biscuits in the world. Captopril Mrs cake industry is a moderate personality, a little shy but full of vigor entrepreneurs, He first came to my study, the company, made it clear he expects of us, He must do this with the centuries-industry cooperation and capoten biscuits made biscuits first local Chinese brands. Implementation of the contract, I immediately convened cross-strait team (Beijing and Taipei) formed a "project team Captopril" began to "build China's first brand biscuits" and 群策群力. To ensure that I planned product quality is the best, I personally look at the request Erudite production factories, When I saw the garden-like factories, workshops clean, modern equipment, high-quality production standards and strict food hygiene standards, I bottom of the heart. Biscuits according to its attributes can be divided into crispy, toughness, soda, RECREATION IN THE SPRING FESTIVAL, sandwich, cookies and other target consumer group which 62% are female. Females in the purchase of biscuits consumption psychological factors in addition to price, but also with "emotion" The sentimental factor is brand image and packaging, therefore, first of all, I start planning from the brands. The first case of planning for a 40% sales growth really do capoten breakfast cake pie in the domestic sales of similar products which ranks first, However, as the old packaging of the product is not on grades, and although large sales price has been stagnant. We Beijing off to do research Lung supermarkets saw, a box of 1,000 grams of Captopril breakfast cake sales only 8.5 yuan. Erudite and off for the Beijing-long production Beijing supermarket customer LAI lower licensing breakfast cake to 7.8, formed themselves into their own situation; Erudite and thin 10/10 in many people's memory will be more sympathy, tasty and cheap (retail price of about 9 cents to 130 dollars), but it was a good sales competition Today, many manufacturers have all been put into production 10/10 thin. I put capoten biscuits re-positioned high-quality, price (the original high-quality and low-priced) Erudite and integrated product quality and Mrs. overall real personality, The last capoten cake industry to extract the core brand values -- "really do a good job with the cake." "Accurate strategy, implementation must deliver", in order to implement the "really do a good job with the cake" brand core values, I appointed "Captopril project team" -- a study of the French designer brand Captopril redesigned logo, I would charge strategy. After more than a month of the creative process, his eyes barely poured the panda eyes, there have been more than 70 programs have been to kill me, I finally looking at "happy capoten Bakery division" This group signs, after some modifications, I told designers : "Your task has been completed, he can go back to sleep. "The new signs are capoten a sincere heart and a happy combination Bakery division, Communication capoten companies "really do a good job with the cake" brand core values; The happy Bakery division brought in a fresh biscuits, his face filled with self-confidence smile, He biscuits tasting quality superior. signs using the color blue, the color of the two, Captopril blue represent the authority in the industry, gold is a symbol of Captopril gilded. Judging from the overall situation, "Merry capoten Bakery division," the image of "Captopril" brand organic combination collect appetite, affinity, contemporary and visual impact in a successfully conveyed to consumers of the "China biscuits industry first brand" image. Many people saw the signs are highly evaluated, and that gender is very strong, so that consumers see on a biscuit is done, it is high-grade biscuits. Sponsors in the audience applauded one time through. The next day, on August 13, 2003, I received a total Du personally sent a letter to thank Earnest. Received this fax, I long for attention, I done 16 years of planning also plans? This is not a feeling of accomplishment? I grade on packaging for biscuits capoten mentioned on the packaging refining the strategy is : concise, atmospheric, innovative, strong visual impact. As capoten breakfast cake in China Breakfast Cake sales of the first, I had already extracted an advertising phrase : "Chinese breakfast cake from the beginning of Capoten," the first brand momentum self-evident : Breakfast cake larger capacity (1,000 grams), the purchaser to household consumption-based, thin 10/10 is different. It is the consumers most young people, as a leisure small snacks. I thin 10/10 to extract a completely different language advertising : "leisure time to one, Relax enjoy life! "Breakfast cake I suggest that the packaging carton of opaque material. For Thin 10/10, I think the application of partially transparent plastic material better designed to upgrade products, also will enable consumers to visual "look" of the products purchased feel reassured This low-priced product planning is a very important psychological factor. In the main visual design packaging also spent a lot of thinking, because on the one hand, to highlight the brand image of Capoten, Let unified brand image, while different varieties have targeted. To this end, breakfast cake I mascot "happy capoten Bakery division," mainly visual, The happy Bakery division brought in a fresh biscuits, his face filled with self-confident smile, because he biscuits tasting reliable, and advertisements with the words "Chinese breakfast cake from the beginning of Capoten," the whole package has a very strong visual impact, and the sense of professional affinity organic combination. Thin 10/10 of the packaging is MaiXian, Salt and Pepper, chocolate three tastes, as RECREATION IN THE SPRING FESTIVAL features is the "thin" and "brittle", and to that end I thin 10/10 in the main visual highlights a "brittle", Please designers drawing a dynamic circular 10/10 mainly visual, with a refined taste is warm color illustrations and color Appetite appears full of feeling, "thin" and "brittle" is delicious! upgrade the image, sales increased by good packaging talking, Erudite new packaging product on the market, supermarkets and consumers reflect the warm, Every time I went to the supermarket to see consumers with a brilliant new packaging breakfast cake in the balance sheet, but I have unloaded a total joy. Although the products have been successfully listed, but my job No End, I have also been concerned about clients in the market. New packaging products listed in September last year, has more than 10 months have passed after the market testing, We confirmed that the company planned Captopril "Merry Bakery division" brand image, "sincerely do with the cake" brand core values, and a strong visual impact of a series of product packaging, not only succeeded in capoten biscuits image upgrade from low-grade products for middle grade products, but also help customers achieve the long-coveted goal : price increases. Breakfast Series cake from the retail price of 7.5 yuan to 9.5 yuan, Thin 10/10 series from 9 cents referred to the 1 yuan. What is even more exciting news is yet to come, Captopril total of 60 companies came to me afterwards, the company I also told two occasions : as the market reflected better than expected, although price increases. But overall sales growth of 40% or second, he commissioned planning Another new products. When I take two good news "Captopril project team" of partners, they all have cheered up, phone Taipei team also heard the scream. The second case achievements planning segments of the market planning at the source of inspiration for us to help Taiwan capoten do the planning of the second case is a more challenges The task of war. The case inspired the planning originated in Taiwan, how say? As we were when the task after both sides started, So I often have to fly back to Taipei, in addition to the tasks assigned, so the latest Taiwan market research. When I was in the planning for Captopril the first case, I also fully in the investigation of other varieties of biscuits. Concluding the two sides found addition to the tastes of biscuits, cakes body and packaging differences, there is also a gram difference. This seemingly insignificant matters. Afforded me from the shelves of Carrefour Taipei stood for some time before suddenly I unsuccessful, Assistant thiophene pay each bought two packets of biscuits, and then go home happy. That trip I took a suitcase full of biscuits to fly back to Beijing. China's lack of medium-sized biscuits packaging market return, I immediately about the total Du meet, I am the first sentence he said : "fierce competition in the domestic biscuits to find gaps in the market concerned, However, I find the Chinese market gap biscuits! "I do immediately to the market analysis Biscuits grams showed a polarized, small packaging from 65 grams to 200 grams have. large packaging ranged from 800 grams to 1,000 grams, seems to have a convention. But I have studied the market for years and know that it is not in line with consumer psychology, as a new product on the market, Most of the consumers in a time of purchase (the first back off), because it is trying to buy sex, usually only buy smaller packaging, to be a low price, if not afraid to taste it will not be too wasteful; When consumers find delicious. repeat purchase (On Repeat Customers), he would consider buying large packaging, because benefits. However, the current domestic biscuits grams of polarized, I do not think it is consumer psychology. because 200 grams to 1000 grams of the wide gap between the price gap not only consumers can not afford. 1,000 grams of a large packaging sure to eat leftovers, but the paper packaging biscuits to the preservation results are poor, often resulting in a waste. So, when consumers stand on the shelves before the mind in an instant flash above problems, often give up on the packaging, again buy small packaging. Such manufacturers themselves from the decision-making behavior of consumers, not only for the domestic biscuit grams Price could not be improved and not conducive to the establishment of brand loyalty. After analyzing the situation, a client asked me how do? I tell clients, a success story lies in a mysterious figures : "500." I tell clients, biscuits market gap is 500 grams of packaging! Customer sudden, lovely, could not contain his elation. The next day, I for the forthcoming birth of the new products to extract the four key strategies : First, pioneering "500 grams of" types of products, China biscuits fill gaps in the market; Secondly, aspirations of "Captopril 500 exquisite dim sum" of the image, not just biscuits; Third, in turn launched a series of products, Quick to capture the market gap, forming the first brand momentum; Fourthly, to create a "delicious advantages" image. According to the above product strategy, and implementation of practical implementation, we have more detailed account of, Finally in 500 grams of packaging, the contents three packets of 168 grams of aluminum foil packaging alone, this one, not only satisfy the requirements of the consumers the benefits of economic demand, but also solved the problem of preservation products. "Captopril 500 exquisite dim sum" is a brand new type of product, the launch of a series of products, contains two old products, a new product, I was able to extract the three products of the new name. The first products original name was "Sweet RECREATION IN THE SPRING FESTIVAL", but the rise in health awareness today, "Sweet RECREATION IN THE SPRING FESTIVAL" give people a "sweet" feeling Therefore, in accordance with the taste of products, highlighting "Sesame Hong" looking for more weight on grades for the "Chicago crisps"; The second product was originally called "Peanut slice" But the name Oral transmission results are poor, nor are the cake foundation, it Therefore, in accordance with Hong crisp characteristics, re-refined "peanut brittle"; The third product is a new taste, with a touch of salty and crispy taste pine, pie shape is redesigned, very beautiful, I was looking for it, "Chatham-flaky." I packaging of the product to the image of Taiwan's implementation of the design team, I was responsible for the final guard. Strategy to ensure accurate implementation and design in place. A month later, I invited customers to attend the meeting sponsors, When this "from scratch" a new product planning program demonstrated to the customer, the customer was pleasantly surprised, but Doubt is not a one-time through! Captopril Master Kang cake industry is not as large enterprises, but as a success. I think today the Chinese market is not a "chain" of the times, but the "fast eat the slow fish" The size enterprises and the chance of success is no absolute relationship, as long as you can find a market gap rapidly becoming an industry where Kuaiyu, consumers will be able to become the first brand hearts. Even for a small sesame-based company will henceforth stand up, becoming a watermelon-type companies.
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In order to thank for the new patron's great kindness, to June 1 since May 1, SANCHISAN COLOR DUMPLINGS holds the favourable activity of special price now, all the special price that can obtain twenty percent discount of person who holds special discount voucher of this shop is favourable The details please see the poster in the shop
SANCHISAN COLOR DUMPLINGS |
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