Advertising case study 1: Nestle In the 1980s, two major instant coffee brands, Maxwell and Nestle * * *, both entered the China market.
Now, the sales volume of Nestle Coffee in China market is much higher than that of Maxwell Coffee. Why?
Identify the target customers and gain insight into their inner needs.
When they first entered the China market, the two companies commissioned different companies to do market research, and the survey results commissioned by Maxwell International Company were intellectuals who yearned for western culture. So the slogan is elegant. Drips are fragrant, but the meaning is still unfinished? .
On the contrary, Nestle Coffee found that in the early 1980s, the Shanghai market surveyed female college students' favorite occupations. The result was unexpected. The first person a girl wants to marry is a taxi driver? !
At that time, the salary of taxi drivers was ten times or even dozens of times the average salary at that time, so Nestle Coffee clearly knew that the target consumers were definitely not university professors and intellectuals, and accurately positioned the audience.
At this time, I found a special phenomenon. People who drink Nestle coffee will take Nestle cans to the office as teacups, which makes people think that I can afford Nestle coffee.
2. At this point, the advertising effect is produced!
A brand that used to be very common abroad has become a show-off brand in China. Nestle Coffee has an insight into the inner thoughts of consumers who want to show off their identity as high-end drinks such as coffee.
Third, the psychological meaning of advertising language
At the same time, Nestle Coffee also shows off its fragrant and attractive taste, and its slogan is also very simple:? Does it taste good？ !
In fact, the taste of coffee is not good, especially for China people who are used to taking tea as their main drink in a country with a long and deep-rooted tea culture. But its slogan hints at you every day: Is it delicious? ! Habit becomes nature, and people are used to thinking that Nestle coffee is delicious.
Over time, Nestle coffee is synonymous with delicacy, which captures the mental resources of the target consumers and makes it gain an irreplaceable position when it first entered the coffee market in the early 1980s.
Look for the reasons for failure in the competition
Maxwell Coffee missed the opportunity and failed to find out the real demand of target consumers for coffee brands in the current environment, so it retreated to Nestle Coffee.
Its slogan? Is the fragrance not exhausted? At that time, the advertisement was broadcast for half a year, and many people thought it was selling sesame oil. To understand this slogan, you have to graduate from college at least to understand the language artistic conception that Macmillan Coffee wants to convey.
Of course, with the development of the times, the inner needs of consumers have also changed, and Nestle has issued several slogans for this purpose:
Every moment, every cup of Nestle coffee
There is always a mellow experience.
No matter how busy I am, I want to have a cup of coffee with you.
1 moment, 1 Nestle love is connected with the left and right 1 moment, 1 Nestle family care.
Nestle Coffee welcomes the new day with you.
Nestle is always with you.
Conclusion: Only by truly positioning your target customers and understanding their inner thoughts and psychological feelings can we seize the leading position in the market.
Advertising case study 2: What is the advertising goal of Jin (1)? brand
The key to brand building is the design of brand theme. Without a clear theme, the brand image will be blurred, the advertising effect will be greatly reduced, and the accumulation of brand assets will become a bigger problem. Fuxing wine is naturally associated with good luck. After a series of positioning market strategy, brand image establishment and other work; The brand comes out naturally? Are you so lucky to drink Fuxing wine? And the positioning with the main brand Jinliufu, China People's Fu Wine? Come down in one continuous line.
Jin Liufu can drink family photos, which not only strengthens the brand culture and connotation, but also is deeply rooted in people's hearts and overcomes complexity with simplicity. Building a successful brand image requires a long-term all-round marketing strategy. If you are sleepy in the initial aura, you will eventually be like a meteor, leaving only good memories in an instant. Although everyone understands the truth, in fact, not every enterprise can implement it well.
The genius of Jin lies in its constant deduction? Will the brand image of Good Luck be personal? Fu? Promotion to the whole country? Fu? The shaping of brand image is moving forward step by step, and the momentum of comparison is getting higher and higher, which makes people feel it? The atmosphere of good luck is invading.
After Beijing's successful Olympic bid, Jinliufu Liquor was held high by China's Olympic bid delegation to celebrate its success. Jinliufu has become a celebration wine when people cheer for the happy event of the country. Its significance has gone far beyond the scope of wine and has become a symbol, that is, people raise their glasses to congratulate the country's good wine. Kim lost no time at this time? The shaping of the brand of good luck culture has set off a new climax.
Is this how Jinliufu strives for perfection? Fu culture? Scope, it not only symbolizes the personal blessing, but also the blessing of all China people and nations. At this time, Kim's slogan also became:? Where's Kim China people's blessing wine? This positioning has promoted Jinliufu's brand culture to the whole country? Fu? .
(2) Advertising positioning? Fu culture
Throughout the ages, poems about wine can be described as a dime a dozen: Oh, let a man with spirit take risks where he likes, and never point his golden cup at the moon! ? 、? Less than a thousand cups? These poems, which are familiar to almost all people in China, all reflect the important position of liquor in China, a civilized history that has existed for thousands of years. There is no doubt that liquor industry is a traditional national industry with a long history in China, and liquor is a cultural product of China for 5,000 years, which has accumulated its history and brand. However, with the increasing competition in liquor market and the increasing consumption level of people in recent years, liquor has encountered unprecedented cold reception and loneliness. Even many well-known liquor companies are struggling deeply. Looking for new vitality of liquor to make it glow more beautifully and become a person in liquor industry? Top priority? .
With what? Culture? Some liquor enterprises with marketing point as their management mode have achieved good results, which are worth pondering and learning from. For example, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. and Quanxing, both of which have done well in this respect? Culture? The word "two" has successfully enhanced the intrinsic value of the product. However, many enterprises have a superficial understanding of culture. For example, mentioning culture is equivalent to a long history, good luck, making friends and so on. Do what? Culture? More importantly, it should be deeply subdivided according to the rhythm of the times. In the next decade, maybe even shorter, the value orientation of liquor brands should be supported by traditional culture, and a symbol of humanistic consciousness, personalization and life interest should be taken as the starting point. This is a trend and the inevitable development of the times. In other words, on the basis of excavating traditional culture, enterprises should subdivide brands and markets, establish brand values that can arouse the voices of specific target consumers, and make brands have distinctive personalities.
Undoubtedly, Jinliufu is a medium-to-high-end liquor brand, and its consumers are middle-and high-income people who are rich and well-off. Can a good life be separated from gold? This message has been clearly conveyed), so ordinary promotional items with low quality do not conform to product characteristics or corporate image; More importantly, the consumption of Jinliufu and the purchase of Jinliufu are not only alcoholic products of Wuliangye with aristocratic quality and civilian price, but also auspicious, wishful, festive and blessing, which is a kind of longevity (longevity is better than Nanshan? Shou? ), that is, rich (rich? Rich? ), is Kangning (Ankang Quiet? Corning? ), is a good virtue (moral character), is a good harmony (prosperous family), is a good son (filial piety), the so-called golden wine is opened, six blessings will come. This is what Kim told people over and over again. This is also the real connotation of Jinliufu itself.
(3) What is the theme of the advertisement? A diligent cry
But what about Kim? Debut? Time is not long, but the popularity is surprisingly high. Who doesn't know Jin, a boy who gives wind by drinking? Almost everyone will say when talking about Kim? Can a good life be separated from gold? It seems that some time ago, Kim's advertising bombing from CCTV to local stations was still effective. It is reported that among the current Jinliufu series wines, Samsung Jinliufu and Liu Fu wines are extremely popular, and the mid-range wines tend to be one-sided.
Where's Kim Become popular? What's the secret? Through the hot sale of Jinliufu, we can't help thinking. ? Good wine is afraid of deep alleys? 、? Do you have to shout often when the wine is good? Jin Liufu people deeply understand the philosophy and skills of propaganda. Although Jinliufu was born in the 1990s when the liquor market was shrinking and the competition was fierce, Jinliufu was born with inherent defects and deficiencies by the way of joint buyout by industry and commerce, but it knew that in the era of brand marketing, the brand was a huge intangible asset. If a new brand wants to be recognized and accepted by the public in a short time, it must rely on the power of the media, and time is life. Relying on the media, Jin Liufu won the time advantage and grabbed it. Then, the successful application of the advertising version made Kim take the advantage of time to the extreme. ? Sell products first, and then establish an image? Our advertising strategy conforms to the general law of the development of things and people's understanding of things, and also greatly cooperates with the sales of products. From beautiful days to immortal stories to extraordinary stories, the progressive advertising appeals not only improved the quality and image of Jinliufu wine, but also showed the good intentions of the operators behind it.
It can be seen that in the early market actions of Jinliufu, calling orders is closely related to firmness, and calling orders also plays an extremely important role in the process of Jinliufu's firmness. But through this surface, we should also see that Jinliufu people have a unique style and personality in the market. Don't stick to common sense, don't follow the old customs, and be the horse of gold? Dark horse? What is particularly striking is that the huge direct selling team and the unusually high rebate have not only made the market without the right to use chaotic, but also made it more orderly. This seems to be a miracle that many people find unreasonable.
Calling orders, that is, advertising and promotion, is only a strong factor. In addition to rich experience in market operation, there are many factors that make products sell well. Among these factors, the quality of wine cannot be ignored. Wine quality is the foundation, which has become a knowledge in today's wine industry, and the competition for consumers is more intense than that for distributors.
(4) advertising mix? Motion combination
200 1 jinliufu big action? Sports marketing? The creative strategy revolves around Kim? From 20001to 2004, the titles of Chinese Olympic Committee partner, China delegation's toast in the 28th Olympic Games, China delegation's toast in the 24th Universiade, China delegation's toast in the 4th Asian Games, China delegation's toast in the 9th Winter Olympics, and China football team's qualifying in the 2002 World Cup were successively introduced. On the platform of sports marketing, Jinliufu Fuxing wine walks in two lines in an orderly way.
After the national football team qualified, the media praised Milu as the magic coach and lucky star of China football. Good luck? And then what? Revival? The public image coincides with the brand culture positioning of Jinliufu Company, and Jinliufu Company strongly invites it as the image spokesperson of Fuxing Liquor. Milu, dressed in a red Tang suit, picked up Fuxing wine and said to the audience with a smile. Drinking Fuxing wine is such good luck. ?
Although Milu seldom drinks and never touches China liquor, he still took the only celebration wine that China entered the 2002 World Cup? Where's Kim This advertisement became the corporate image spokesperson of Jin Liufu, which was also the first advertisement shot in Milu's life.
It is said that 200 1 is the year of China, the successful bid for the Olympic Games, the qualification of the national football team and the convening of the APEC meeting are all important events for China people. At the APEC meeting just held in Shanghai, the images of Tang costumes of heads of state were endless, and now they are used on Milu.
It's a pity that advertisements and print advertisements have been driven away. But the advertising effect is surprisingly good. Milu said: What luck to drink Fuxing wine! ? Who can't believe it? Who can refuse the good luck brought by Fuxing wine? This further proves that the most important thing in advertising creation is strategy. Even if the creativity and production are slightly unsatisfactory, as long as the strategy is correct, success can always be guaranteed.
Jin also took advantage of last year's qualifying opportunity of China football team to launch public relations activities and present celebration wine to the national football team. At the press conference of Qinggong Liquor, Jinliufu Liquor was designated as the special celebration wine for the national football World Cup qualifiers, and Beijing Jinliufu Liquor Co., Ltd. was authorized to produce and sell it? 9999 bottles of celebration wine? . Kim made a splash at the meeting. When Milu received the serial number collection certificate from General Manager Jin, he couldn't wait to ask himself when he could really get this bottle of wine of his own. Full of smiles.
Because Jinliufu people are committed to supporting the rapid development of sports in China, they are designated as? Chinese Olympic Committee 200 1 ~ 2004 partner? .
(E) Jinliufu advertising creative analysis
Looking at the creation of alcohol advertisements at home and abroad, there are roughly three main types: the sales atmosphere of alcohol advertisements; Beer advertisements sell interest; Among them, liquor advertising is the most simple and has the most local characteristics in China. If wine and red wine are elegant routes, liquor advertisements are vulgar routes. So how to choose the route of Fuxing wine industry this time? How to make Fuxing liquor have the unique temperament of emerging liquor as soon as it appears?
If we still follow the old route of liquor, then Fuxing liquor is still an ordinary liquor brand and cannot achieve the effect of standing out from the crowd; But if you show off the atmosphere like red wine, it is obviously not suitable for the product characteristics of Fuxing wine. Vulgar should have elegant ingredients at the same time, and elegant should also have vulgar ingredients. After all, liquor is liquor. Dealing with the contradiction between vulgarity and elegance has become a major issue in the implementation of advertising films.
? Manhole cover article? Shooting, the choice of light actors, back and forth more than a dozen rounds. Later, I trusted Kim's intuition. When they see an actor in a beer advertisement who is healthy and handsome, they hope to find him. Because the actor's popularity is not high, I invited dozens of producers to find actors in Shanghai. The design of the narrator is also repeatedly scrutinized. The young men on the phone talk while walking, and the narration should not be too low, which will affect the temperament of the brand; Don't be too elegant, too elegant will weaken affinity. And the narrative should not be too specific, which will weaken the simplicity of creativity; Don't be too abstract in narration, it will weaken the dramatic effect. Finally, I decided to adopt a series of OK, OK, OK, and finally solved these contradictions.
From strategy to tactics, from strategy to creativity, from narration to sound effects, from pictures to timbre, every detail has been carefully designed, making every link a plus point for success.
Advertising case analysis 3:? M-Zone, my site, listen to me 1. Right? M-Zone? What do you think of the company's advertising creativity? Why?
A: (1) In selective exposure, the target audience of this advertisement is fashionable youth and college students. In order to break through their defenses in selective exposure, resulting in their
Attention, so that the focus of their appeal can be successfully accepted by the audience, China Mobile chose Jay Chou, the little king of Taiwan Province Province, as the image spokesperson because
Jay Chou is the idol sought after by young college students. He is very popular among them, and has gathered considerable popularity with strong appeal and influence.
Jay Chou, as an image spokesperson, can make more target audiences come into contact with this advertisement.
(2) In terms of selective understanding, when advertising planners choose advertising information, they adopt a way of understanding that is close to the audience, that is, singing and talking in Jay Chou.
Style, to convey the theme of advertising to the audience? My home. Listen to me? So that the audience's understanding of advertising information and advertisers can be unified. The reason why we take the side door.
The way of singing while singing is because of the style of Jay Chou's songs. The audience likes Zhou Jiehua's songs, and then they like Jay Chou. This way can help the audience to understand better.
(3) In terms of selective memory, because selective memory is an unconscious behavior, in order to deepen the audience's memory of advertising information and leave a deep impression on them,
Advertising planners choose? My home. Listen to me? Information is more likely to attract the interest of enterprising people. Young people nowadays have a rebellious spirit. They are against the authority and tradition of parents, unwilling to be controlled by others and pursuing freedom. My home. Listen to me? I have the final say, which is more in line with their current personality, so I left a deep impression on them and caught the audience well.
2. Brief description? M-Zone? How to successfully integrate into the overall planning of the target group subculture.
A:? M-Zone? , mainly to lead the youth fashion trend. ? M-Zone? (M-Zone) is a brand-new brand launched by China Mobile Communication aiming at the life characteristics and consumption habits of young people, and it is the first mobile communication customer brand specially built for young people in China. In the M-Zone, young people can find cool pictures and ringtones, find a lot of novel information, and choose a more free tariff combination. Create modern cultural creativity in the form of innovative SMS packages, build new ways of life communication, and open up new channels for obtaining information. There are several reasons why M-Zone can successfully implement brand management: M-Zone? (m-zone) positioning in novelty; With a brand-new brand slogan, my site listens to me? ; ? M-Zone? (M-Zone) mainly provides personalized information to mobile phone customers, covering all aspects such as food, clothing, housing, entertainment and so on; ? M-Zone? M-Zone brand is designed for consumers who advocate individuality, pursue fashion and keep up with the trend. Student package? 、? Entertainment package? And then what? Fashion package? There are more, more dazzling and more valuable SMS packages and communication schemes for consumers to choose from. ? M-Zone? Not only provide consumers with high-quality voice call services, but also rich data services, such as value-added SMS, personalized ringtone picture download, mobile QQ while walking, mobile games, mobile FLAS and other fashionable, novel and fun things. Enjoy all kinds of SMS packages and value-added communication plans, and enjoy the information world easily.
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