In fact, there are many market options for fragrance, such as entering the market where "women walk, drink and stroll" and competing with tea shops; For example, enter the market where "women eat snacks while watching a play" and compete with all kinds of snacks. ......
Then, what you have to consider is whether your product is in the eyes of users. In the above scenario, what is the decisive advantage for users to choose you because of your advantages?
For the milk tea in the milk tea shop, the advantage of fragrance may be cheap, but the disadvantage is very obvious: there is no hot water when shopping.
All kinds of snacks are fragrant and have no obvious advantages. ......
Therefore, the demand market in the above two scenarios can hardly be used as the main position of advertising.
So what scenario should we choose so that users can quickly understand the advantages of the product and firmly encircle the users in the options you provide? ?
In the end, Xiang Piaopiao chose the market where "white-collar workers are a little hungry and sleepy at work, and want to eat something without moving too much and making too much noise".
Why?
White-collar users are a little hungry at work and generally want to eat snacks to satisfy their hunger, but eating ordinary snack products will make some noise (unpacking and chewing). I can't go out to eat because I'm afraid of bad influence, so I choose to endure it.
At this time, the user's demand is: give me something to eat quickly! I am so hungry!
Fragrant fragrance provides a low-threshold alternative for these white-collar users-quietly drinking fragrant fragrance instead of "eating noisy snacks", which will cause psychological pressure, minimize users' perceived costs and meet users' needs.
At this time, although Xiangxiang's competing products are also other snacks, users have no choice (it is not good to eat other snacks). So this scene has a unique advantage for Xiangxiang.
Finally, Xiang Piaopiao made a series of marketing plans according to this scene. These include the video advertisement of "White-collar workers burn incense in the office" and the slogan of "Burn incense when you are hungry and sleepy".
Answer: Xixi, cognitive science teaches you to live more rationally. Pay attention to WeChat official account [Marketing Flight]