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Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine

author:Elite vertical and horizontal market planning

Project background

Shuanghui Group has long been a leader in China's meat products industry, and has continued to export popular products that have swept the country for more than a decade, leading the development of the industry with super market insight and R&D and new capabilities. The cooperation between Shuanghui and Elite Zongheng Marketing Consulting Co., Ltd. is to seek new market growth points for a larger brand leap, especially in the development of new products, and continue to launch explosive models, while improving profitability, maintaining brand vitality and writing a new stroke for the legend of Shuanghui.

Insights from the elite marketing planning team

1. The development of Meat Products in China has followed the rhythm of Chinese and prosperity. From being poor to rich, from wanting to eat meat to eating meat, Chinese willingness to eat meat has been greatly satisfied in just a dozen years. In the past, when poor, consumers will tend to choose more meat ham sausage, after the conditions are better, consumer health awareness is enhanced, the willingness to eat meat is no longer as strong as before, and the theme of meat products has never dared to leave the theme of "meat". Innovation is to think outside the circle, and even think to the "opposite" - in the way of meat and vegetarian collocation, reduce the proportion of meat content, enhance consumers' willingness to try, and can boldly engage in cross-border on the ingredient recipe.

2. The high failure rate of new product listings in the Chinese market, in addition to the reasons for the great abundance of products and the increasing pickiness of consumers, is also directly related to the inherent thinking of enterprises in product research and development. Many enterprises still stay in the era of planned economy, behind closed doors to engage in product research and development, regardless of whether the market has demand to force the launch of new products, can not figure out who their products are sold to, headless flies blind bumping and bumping, can only end in failure. Consumer visits and discussions bring a lot of useful information: the mainstream consumer group of ham sausages is younger, mostly women and children. Convenient meat sausages mostly enter consumer shopping carts as "anti-hunger snacks". So what is the most important food to relieve hunger? taste! Grasping consumers' taste preferences can cause fatal attraction to them.

3, the "aborigines" in the field of ham sausages after 80, 90 gradually grew up, purchasing decisions from parents choose ham sausages for children to eat, to the stage of children's independent choice, and the new generation of young consumers from taste preferences to aesthetic taste have undergone tremendous changes. At the same time of product innovation, the rejuvenation of the brand image is the only way for this new product.

Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine
Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine

Elite vertical and horizontal marketing planning ideas

1, foreign moons may not be round, but the experience of Western developed countries can be learned, especially in what to eat. This form of meat food is introduced to China by the West, and in just a few years, it has swept through China's cities and villages, spawned giant enterprises such as Shuanghui, and continuously localized in product segmentation, quickly integrating into the life of Chinese. So is it possible that Shuanghui can bring foreign product types to China and form a strong category? A number of foreign research feedback, whether in the supermarket street visibility, or data show that hot dog intestines are popular in the European and American markets for many years, enduring meat food, many areas of residents eat several times a week, is already a staple food, deeply loved. In the Chinese market, the hot dog intestine category is basically in the blank, and its long-term demand position in foreign countries and the "fame" that has long been heard in China are enough to become the objects that Shuanghui innovative products can refer to.

Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine

2, at that time, Shuanghui had a shortcut to go, that is, to copy the formula of the American hot dog, with protein and fresh meat to make the original "hot dog intestine", but in the market competition at that time, the same formula, the same taste of products abounded, in order to achieve the goal of giving consumers to relieve hunger, Shuanghui's hot dog also needs to make innovations that meet the preferences of domestic consumers in terms of taste. In the past, some companies have also tried to add products with different raw materials to create differentiated tastes, but the categories that can really hit consumers' taste nerves and form a market scale are rare. Just like in all fruit juice products, only one category of orange juice is really formed on a large scale, grape juice, grapefruit juice, pineapple juice, tomato juice, carrot juice and most varieties only play the role of enriching varieties, and do not form a climate. Shuanghui is on the road of hot dog intestine taste innovation, and it is determined to grasp the general taste preferences of the target audience. According to the insight of the elite vertical and horizontal team, adding the elements of "vegetarian" vegetables to the new products, the first thing that comes to mind is the popular classic meat and vegetarian Chinese dishes, such as dried bamboo shoots roasted meat, etc., it is recommended that customers use bamboo shoots + meat recipes, but after trying some ideas, they do not meet the requirements in terms of technology and taste.

At a time when the taste was fixed, the new product development staff participated in a dinner. At the dinner party, the children asked for the dish "pine nut corn", and the women present also agreed. The developers had a flash of inspiration and thought of the corn fragrance of the streets and alleys, as well as a variety of corn-themed explosive snacks. Since the corn element has not lost its front hoof in various cross-border attempts, it is popular with women and children, and it coincides with the mainstream population of Shuanghui's new products, so why not add corn to the meat sausage?

Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine

Soon, the developers began to realize the bold idea of corn + meat. At first, an attempt was made to add cornstarch to the recipe, but the response was mediocre in the taste test of the trial, and the taste did not highlight the fragrance and sweetness of the corn, and there was no trace of corn on the appearance. Some technicians have proposed that fresh corn can be used as raw materials, and a certain number of complete corn particles are retained, so that the corn taste has a more presence in the product: visible and edible. In the end, the R&D department overcame the technical difficulties and successfully shaped the corn hot dog intestine. In the subsequent taste test, it received praise from the field, and even some participants had to bring some "home to eat".

Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine

3, corn hot dog intestine is out of nothing, bold cross-border products, at the image level, should try to reconcile the sense of violation of corn and meat, the formation of both prominent cross-border formula, but also harmonious coexistence of the product image. On this basis, docking the aesthetic tastes and snack consumption tastes of young people, with the relaxed and witty cartoon corn intestine character as the carrier, borrowing the orange yellow of corn, standing out among the ham sausages. In terms of video advertising creativity, corn hot dog intestines create fashionable and lively product imprints, create snacks and vibrant consumption scenes, and attract target groups to try.

Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine
Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine
Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine

4. Develop channel promotion programs for Shuanghui corn hot dog intestines, and adopt large household promotion support, task ranking rewards, product portfolio promotions, exchanges and other forms to enhance the enthusiasm of dealers and terminals to "push new". In just a few months, Shuanghui corn hot dog intestine in the national key areas of the shop rate from zero to full coverage, promotion of materials armed terminals, full-time promoters to promote the trial activities, take snack combination promotion and other activities to attract consumers to try to buy, creating a "Shuanghui corn hot dog intestine fever", the country up and down the supermarket, small shops, where the corn and meat mixing aroma lasting, shuanghui corn hot dog intestine success began to see the beginning.

Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine
Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine
Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine
Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine

Curate results

As soon as Shuanghui corn hot dog intestine was launched, it detonated the market and became one of the most successful original items in the history of Shuanghui, and the sales of Shuanghui carried one-fifth of the total of all categories in Shuanghui that year. Whether in terms of formula, process or packaging image, Shuanghui corn hot dog intestine is at the forefront of the industry, justifying the brand's continuous innovation ability, injecting new profit growth points and brand rejuvenation energy into the leading position. To this day, Shuanghui corn hot dog intestine still has a super popularity that can be witnessed everywhere, and even become a Chinese specialty snack in the eyes of foreigners, and has been repeatedly evaluated and tasted by Internet celebrity bloggers, shouting magical deliciousness.

Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine
Elite vertical and horizontal marketing planning case sharing: Shuanghui corn hot dog intestine

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