Pie flavor excellent × Kawaki
Market insights
market survey
Chocolate is an imported product, like Dove, Ferrero, Hershey, Lindt, Snickers these are all big brands abroad, want to break the chocolate market to occupy a place, it is difficult to speak from the heart, but it is not impossible, but also depends on whether the customer has the courage and pattern to cut into the chocolate market.
If you analyze from the professional perspective of marketing, the chocolate category can of course be done, because there is no eternal king in the world, there is no eternal weak, the old brand is good, the new brand is good, it is to serve consumers, who can continue to serve consumers who can do a good job, and the new and old brands have no direct impact, of course, if the new brand wants to achieve something, I suggest that you should comb the new category track, so that consumers will choose you.
Time is the time, seize the time is to seize the business opportunity
Chocolate has been in the Chinese market for more than 60 years, but overall the mainland chocolate products market is still small. In 2019, the sales scale of chocolate products in mainland China was US$3.410 billion, an increase of 4.76% over 2018, with annual sales reaching US$3.537 billion in 2020 and global sales reaching US$3.765 billion by 2023.
According to the consumption volume, the consumption of chocolate products in China reached 253,130 tons in 2019, an increase of 1.43% over 2018, and the consumption in 2020 slowly increased to 253,580 tons, and it is expected that the consumption will remain at about 250,000 tons until 2023.
From the above data, it can be seen that the market development demand for chocolate in China has been on the rise, indicating that the market demand is increasing, and the consumer population that eats chocolate has also increased, China is a country with a large and large population, relying on the existing brands of chocolate alone can not meet such a huge consumer market, so the entry of new brands is an opportunity and a challenge.
competitor
competito
There may be corporate friends who think that there are too many competitors in the market to make chocolate, and they are all competitors of new brands, which is objectively true. But we are talking about your main direct competitor (that is, to find the most capable PK, if you want to become a martial arts master, you have to fight with a real martial arts master, so that the chances of you becoming a martial arts master are very high)
In the Chinese market, the 10 more well-known chocolate brands are summarized as follows: Dove Dove, Ferrero Ferrero, HERSHEY'S Hershey, Lindt, GODIVA Godiva, Snickers Snickers, Meiji Meiji, M&M's Mars, Nestle Nestle, Baci Bashi.
Some companies may ask, these brands are very rich, and they all have a history of hundreds of years, how can the new brands fight them? Why can Pinduoduo open the market in the e-commerce pattern? Why can Douyin open up a new e-commerce channel for live streaming with goods?
The birth and development of a brand is not just made up of money
It's not that the more money there is, the better the brand does, it requires a marketing strategy
Consumer groups
consumer group
If you want to sell chocolate, it is necessary to clarify who is your target consumer group and who are you serving? Whose needs are being addressed?
From the data in the following figure, it can be seen that the age range of the main consumer groups concerned with chocolate is probably between 20-39 years old as the mainstream concern group.
Gender is predominantly female, but I personally feel that the market space for men to consume chocolate will definitely exceed that of women.
Insight summary
Insight Summary
Value demand: Under the continuous growth of disposable income, the consumption power of residents has increased significantly, and the per capita income and disposable amount of the mainland are gradually increasing, and they can buy what they like to eat and wear what they like to wear. Market demand is showing a growing trend.
Market trend: Under the growth of consumption power, consumers are more capable and willing to buy branded products.
Branded products are more competitive in the market.
Competitive status: there are many big brands, the market competition is fierce, but the base of Chinese mouths is huge, the chocolate consumer population is also increasing, and the existing brands are still unable to meet the growing demand, which is a good time to build new brands.
Packaging positioning
Packaging positioning
Grasp the opportunity of the market demand, take the product as the original intention, take the high-end fashion innovation product packaging design as the springboard, find a reasonable marketing promotion strategy, maximize the capture of a strong consumer audience, and create a new era brand.
Brand packaging is not only beautiful on the surface to attract customers, but also shows the characteristics of a brand. Reasonable packaging can also protect the luster, aroma, form and shelf life of chocolate; Prevents microbial and dust contamination and improves product hygiene and safety.
At present, there are many varieties of traditional chocolate design and sales, but it is not common for truffle-shaped chocolate and black gold raw high-end packaging design positioning.
The aesthetics of the packaging make chocolate products more unique and rich in cultural concepts and added value
Kawaki believes that the brand image conveys whether you and I are the same kind of people. The purpose of positioning planning is to reinforce the visuals of its linguistic positioning concepts. The best way to pin a "language nail" into a potential customer's mind is to use a "visual nail." With a neat list of delicious physical arrays, it gives consumers a real, straightforward visual understanding and impact. The brand image of PaiWeiyou needs to convey the core value, that is, the concept of snack food with light luxury and high-end. The brand personality of Pie Flavor Isu should be natural, authentic and special. Among them, nature is the unadorned physical list shooting; the truth is consistent with the superior temperament of the Paiweiyou product itself; in particular, the unique packaging and layout lineup has a distinctive temperament and establishes a strategic color for Paiweiyou.
Packaging display
Packaging display
01 Truffle-shaped chocolate
There are a variety of ways to use sound products.
Despite the flavor-based description,
But producers can promote chocolate in various value-added tools,
For example luxury, organic,
Fair trade and any particular topic.
The typography will be configured on the box,
icons and correct shading patterns.
Any arrangement should mean
People are holding chocolates
Positive feelings are usually expressed.
Every positive attitude embodied in chocolate
None because of poor visual design processing
And significant exposure.
It is not simple
Used for standard cocoa icons and brown domination
But to portray a sense of well-being embedded in this snack
Color methods with various images are required
02 Black gold is clever
Packaging design of brand series products,
There should be something unique about it.
But numerous product packaging designs,
And keep its sense of series,
Can't make people feel visually messy,
It seems to be a patchwork of things.
This will make consumers feel
Visual chaos, lack of quality of the product,
lack of brand coordination,
In the end, consumers lose their desire to buy.
The product packaging as a whole is in a fashionable color
Coupled with the way the appetite-rich physical object is expressed
Applied to packaging design
Chocolate packaging with appetite
There is a big difference from common chocolate packaging
Visual differentiation of packaging design is established
But it also firmly grasps the aesthetic preferences of young consumer groups.
Clear, bright colors with clean fonts
It reflects the minimalist design style of the product
And by packaging on a minimalist real picture
Intuitively presented to consumers
Real food or delicious ingredients inside the product
And conveys the product connotation of hedonism
Let consumers shine
Kawaki believes that the brand is not an empty slogan, but to value production after the value is defined, and value production is to repeatedly verify the brand commitment. That is, "the brand guides product development, and the product supports the brand value". After establishing the value commitment of "self-contained, delicious and high-quality" for the product quality control, it is necessary to realize it through the value support of the product. Based on market research, Kawaki proposes to send flavor to "real materials", "taste", "light luxury", to guide enterprises to develop products and communicate with users.