In the post-epidemic era, nutritious and healthy foods are being chosen by more and more consumers, and how to accurately convey product value to consumers at the moment when information is dense has become a key problem that many domestic enterprises actually face and solve.
From July 8th to 9th, Zhuo Puliufeng was invited to participate in the "HFIC Healthy China • 2021 Nutrition and Health Food Conference" held in Hangzhou, and made two important speeches in the main forum and the limited invitation private meeting, sharing the secret of strategic marketing to entrepreneurs, food industry compatriots, scholars and experts.
It is reported that the conference with the theme of "Harmony and Harmony, Ecological Future", using a diversified form of layout, nearly 300 enterprises participated in the exhibition, 100 sharing guests, 10+ theme summits and special activities, the number of participants reached 5,000.
Wang Zhong, vice chairman of the China Health Care Association, presided over the opening ceremony of the conference, and Liu Tianpeng, president of the Food Nutrition and Safety Professional Committee of the China Health Care Association, and other important guests attended the opening ceremony of the conference.
1. In the era of decentralization, brand information is dusted
On the afternoon of July 8th, zhuo Puliufeng gave the first speech in the main forum, with the theme of "Marketing "Value" to Be Really Valuable".
The Internet era is the era of decentralization, the more consumers accept information, the more easily the brand information is dusted, which leads to many good products, in the marketing can not accurately convey the value information, so that can not form a strong brand recognition, the product can only be buried in the market in the end.
"Nowadays, the relationship between products and consumers is like a boy chasing a girl, your good, she does not understand, so for enterprises, the value of your product consumers do not understand, or do not see at all, then the product will face the risk of being eliminated by the market."
In the face of brand information dusting, Liu Feng stressed: "First of all, we should understand consumer cognition, because most consumer behaviors are consumers based on the concept of cognition, enhance or replace the brain memory system, quickly form a judgment of acceptance or rejection, and then make choices about consumer behavior." ”
2. The golden concept of creating value
Each product has its own objective advantages, which can tap the product value from many aspects such as history and culture, geographical advantages, raw materials, process technology market demand, etc., so as to create the golden concept of the product.
Zhuopu cooperation customers, with a history of 65 years of national brand Panda Dairy, in the processing of dairy products have technical advantages, its use of scientific nutritional formula, combined with modern production equipment and technology, developed a more suitable for the growth needs of Chinese children formula of cheese sticks, in order to better let consumers recognize the value of the product, Zhuo Pu for panda put forward the "520 nutritional formula cheese stick" that is" both "5 times milk calcium, 2 times milk protein, 0 sucrose" golden concept, which accurately conveys the product value of cheese sticks.
Another typical case is the first relaxed functional drink in China. The product captures the "lazy culture" of young people at present: under the pressure of life and work, they want to relax and be lazy occasionally; With the advantage of market demand, the value of the product is established.
In order to reflect the functional attributes of the product and greatly enhance the communication efficiency of the brand, Zhuo Pu named the product: Little Lazy, and designed a cute sloth cartoon image for it, and the golden slogan of "if you want to relax, just be lazy", constantly output the product value of the little lazy to consumers, and continue to output communication content and marketing activities in the language of young people, go deep into the young social circle, and quickly establish value resonance with young groups.
3. Brand marketing four-word tips
In addition to the golden concept of creating value, in the invitation-only private meeting held on July 9, Liufeng started from reality and explained in detail the four-word recipe of brand marketing: high, low, hard and soft.
(1) High - Design high-performance strategic products
Zhou Black Duck was once a traditional food brine brand, zhuo pu for its overall brand strategy upgrade, to help Zhou Black Duck jump out of the food category, become a leisure and entertainment food tide brand. In particular, the strategic innovative products that focus on the launch of lock fresh packaging have created a new consumption mode of traditional brine flavor and improved the profitability of products.
(2) Low - hit the mainstream with the mainstream high
Liu Feng said: "Most of the consumers in the new era are highly educated, knowledgeable, and the channels for obtaining information are relatively extensive, and the quality is real and the price is right to be worth their actual consumption, so the price of the heartbeat does not mean that it is cheap." At the same time, for them, promotion is not a direct discount, but such as Disney's peripheral products, the Forbidden City's cross-border cooperation, such creative promotions form a high cost performance. ”
(3) Hard - Design a golden concept for the product
Modern society has formed a pluralistic value trend, which makes the needs of the public become diverse and unlimited, so the value cognition of refining products should not start from the demand, but should start from the enterprise itself to find, and after finding the most fundamental objective advantages, to stimulate a certain demand of consumers. This is also the basic logic of Zhuo Pu's creation of the "Golden Instinct Methodology".
Golden Instinct Marketing Strategy Model
(4) Soft - through dynamic public relations, build a high brand potential
In the era of media diversification, enterprises should use large public relations and small advertisements to carry out consumer penetration, rather than first doing bombing and bombing advertising promotion. First learn to use the PR buried point to combine products and public topics; Then continue to expand the heat of product dissemination through soft hot topics, forming a fission of public opinion; Finally, it was detonated in hard and wide, and successfully built a high brand potential.
In two wonderful speeches, Liu Feng not only shared the professional views of brand strategic marketing, as the founder & CEO of Zhuopu Strategic Marketing Consulting, he also explained the business mission of his company:
"Zhuopu's mission is to grow for the value of the enterprise. Specifically, it is to make the company's market share grow, profitability grow, and brand influence grow. We are not a pure brand planning company, nor is it a pure strategic planning company, but a one-stop solution with a whole case, from strategy formulation to marketing to promote execution, integrated to help enterprises achieve so-called value growth. ”
According to public information, Zhuopu Strategic Marketing Consulting has developed into one of the top ten most influential consulting companies in China since its inception, creating the original "Golden Instinct Methodology", following the business philosophy of "taking righteousness as a benefit, from the inside and outside, and in the end", helping hundreds of enterprises to achieve value growth and become the leading brand in the industry.