Diagnosis of brand value transmission
In the diagnosis of brand value transmission, three major issues need to be studied and clarified.
Whether the brand meets the most basic needs
This is the basis for the existence of a brand and the basis for the existence of products or services. For example, to diagnose the basic needs satisfaction of a beverage brand, it is not only necessary to diagnose product factors such as taste, mouthfeel, nutrition, thirst-quenching effect, and freshness, but also to diagnose the aesthetics of product packaging and convenience of purchase, which satisfy consumers' time, Physical and mental factors. The settings of these diagnostic factors are different for different products (brands). In actual operation, they need to be determined according to the specific product. For car brands, there will be completely different diagnostic factors from beverage brands, such as safety, load capacity, Horsepower, speed, reliability, durability, comfort and more.
Whether it has the best cost performance
Consumers are pursuing the most suitable quality and the lowest price when buying products in order to obtain the maximum residual value (consumer profit). This is cost performance. It should be noted that the diagnosis of cost-effectiveness is not an intuitive comparison of hard quality indicators such as product technology and the actual value of market price, but to obtain their perceived value of product quality and price from the perspective of consumers. Because when consumers judge whether a product (brand) has the best price/performance ratio, they will comprehensively consider a variety of factors related to the product (brand) and arrive at an intuitive impression. This impression is the consumer's true perception and feedback.
Whether effective value communication has been achieved
The third content of value delivery diagnosis is to check whether the product (brand) has achieved effective communication with consumers. The use value that caters to the needs of consumers also extracts the core selling points and various advantages of the product. If there is a communication gap with consumers and the transmission of value is hindered, the realization of value will be greatly reduced. Therefore, it is necessary to grasp:
Among the many value elements, whether your brand captures the elements that consumers pay most attention to;
Whether your value delivery chooses The most appropriate communication media and methods;
How familiar, attractive, and credible your brand’s core benefits (use value) are among target consumers.
Only when the value entities and value signals that consumers need most are accurately delivered to the most suitable target groups through appropriate carriers, and get the expected recognition and understanding, can value delivery be complete. , the operation of this element is healthy.
Diagnosis of brand market performance
The market performance of a brand intuitively reflects the situation of a brand, and also most directly reflects the brand strategies adopted by the company and the effects of these strategies. In diagnosis, it is mainly measured by five major factor indicators (Figure 2). Remind consumers of all competing brands (including your brand) in the category to which your brand belongs, and the proportion of consumers who know your brand.
Brand awareness and brand awareness are analyzed through correlation to form a matrix analysis diagram (Figure 3), which can intuitively reflect the brand pattern in the market. If each blue square in the figure represents a brand, then each brand is locked at different positions in the four quadrants and the trend line in the middle by two-dimensional indicators, thus forming a category that is based on market performance alone. The market structure of the eleven brands (strong brands, growing brands, niche brands, declining brands). Since this matrix is ??only based on market performance, it can only reflect some of the company's strategic effects and market status, and cannot be used to judge the brand's competitiveness and future prospects. The ratio of your brand’s consumer share during a certain period this year to your brand’s consumer share during the same period last year. The reason why we choose to compare the same period in two years instead of two periods in one year is that we need to take into account the influence of factors such as product and market seasonality. Comprehensive analysis of this ratio with basic consumer data such as new consumers, lost consumers, and core consumers in the same year can directly reflect the implementation effect of the company's brand strategy over the past year.
Diagnosis of brand competitive prospects
Brand competitive prospects refer to whether your brand has good competitiveness and sustained growth momentum. Brand operation can be measured through three major factor indicators (Figure 4). Loyalty is an important indicator that determines a brand's competitiveness and growth prospects. It is the result of consumers' satisfaction with the comprehensive strength reflected by the various elements of the brand. It is also the commitment consumers make to brand purchase and consumption. This commitment is Direct returns to enterprises are reflected in continued purchases, continued consumption, word-of-mouth communication, participation in brand building and maintenance, etc.
In specific brand loyalty diagnosis, we can measure it by the proportion of consumers who have always regarded your brand as the first choice brand or the only brand in the same category for two or three consecutive years. . Therefore, the measurement of brand loyalty should be continuously tracked by the company, rather than accurately reflected by a single diagnosis. A diagnosis can only reflect results and facts, but not changes and trends.
The correlation between brand value and consumer lifestyle
The leap from product to brand is to give life to the product. Products meet the most basic needs of consumers through their use value, while brands satisfy consumers' deeper spiritual and emotional needs through the way they exist and the spirit they contain. A brand may be a set of attributes, a value, and an emotion, but a great brand is a way of life, an attitude toward life, and a pursuit of life. It is through the influence of this lifestyle that the brand makes its buyers and owners become members of a large group with the same lifestyle and values, thereby generating a sense of group belonging.
Case: "Hongtashan" Brand Diagnosis Minutes
In 2000, "Hongtashan" ranked first among Chinese brands for the sixth time with a brand value of 43.9 billion yuan. "Hongtashan" can be described as infinite scenery. However, as the leader of the industry, Hongta also faces tremendous pressure and challenges. In the face of the global tightening policy on the tobacco industry, in the face of local governments' strong support for real estate cigarettes, in the face of an endless stream of domestic competitors in various forms, and in the face of a fiercely competitive and increasingly complex market environment, Hongta needs to be on top of everything at all times. The overall situation, avoid any mistakes in decision-making. Only by in-depth understanding of the current situation of enterprises and markets can we plan for the future. Based on this purpose, in May 2001, Yunnan Hongta Group commissioned Lianzong Zhida to conduct a preliminary review of the current situation of the "Hongtashan" brand and marketing, aiming to truly Objectively grasp the current situation and provide reference for decision-making. Due to time and project content constraints, we mainly conducted research and understanding of part of Hongta’s external marketing environment.
What does "Hongta Mountain" mean in people's minds? What is the current status of brand positioning and communication of "Hongtashan"? What is the marketing and channel status of Hongta Group? What is the real reason for the slowdown in sales momentum of "Hongtashan"? With these questions, Lianzong Zhida started the "Hongtashan" brand diagnosis journey. The tobacco "king" squeezed into the corner
As a place where consumers and products are in direct contact, the quality of the terminal directly determines sales. At the same time, product promotion, brand communication, and the formulation of distribution channel strategies are all important. has extremely important significance. For this survey, we mainly selected several large and medium-sized cities in Northeast and East China, and visited 150 terminals, including: street shops, hotels, restaurants, supermarkets, tobacco stores, etc. During the survey, we found that the distribution rate of Hongtashan is relatively high, at 86, which is about the same as Sanwu. However, among all types of terminals, the hard terminals are poor and the placement is not obvious. They are basically in the corners and do not have any publicity or promotional items. Sanwu’s promotional posters and light boxes accounted for 37%. In addition, Marlboro and Big Red Eagle both have promotional materials. When asked about the sales staff, only a few people actively recommended Hongtashan, while Sanwu, Marlboro, Honghe, Liqun, Dahongying, etc. were all recommended more than Hongtashan. When asked about sales volume, most salespeople said that Hongtashan's sales volume had no obvious advantage and had gradually declined. It was different from the past.
When asked why this situation has arisen, most salespersons said that Hongta Group personnel rarely come to the terminal to understand the situation. In recent years, there have been very few promotional activities, while other cigarette factories, especially some new brands, have been poor in both profits and activities. The support is better than Hongta.
It can be seen that although Hongtashan still maintains a large sales volume, its absolute advantage in the terminal no longer exists. Due to the lack of necessary terminal maintenance work, the former tobacco king has gradually been placed in the corner of the tobacco counter. Although loyal consumers of "Hongtashan" for many years still buy Hongtashan as always, there are also many smokers who try new products due to the impact of new brands. Facing foreign cigarettes, real estate cigarettes and rising stars, "Hongtashan" is not very flexible and proactive, and has been in a state of "passive defense" on the terminal. Mainly to enhance the atmosphere, supplemented by making money:
Dealer research is a necessary link to understand product distribution status. It plays an extremely important role in formulating distribution channel strategies and understanding marketing status. We have chosen 12 dealers, including: tobacco wholesalers, tobacco monopolies, and retailers. The survey found that 67 dealers focused their operations on other tobacco brands instead of Hongta Group brands. 75% of dealers believe that Hongta Group’s policies are inflexible, not very profitable, and have little support. Distributors tend to support local tobacco brands (because local cigarettes have greater profits and support). Only one dealer said that the operation of Hongta Group's cigarettes depends on comprehensive income, and mainly promoted Hongta Group's cigarettes. Regarding the "Hongtashan" brand, more than 50 dealers believe that the aging of the brand image is the reason for the slowdown in sales. In high-end cigarettes, Hongta's high-end image advantage has gradually weakened. In contrast, Dahongying, Huangshan, Furongwang, Liqun, etc. all had an impact on "Hongta Mountain". The main reason for operating "Hongtashan" is that the market demand is still there, and the strength of Hongta Group and the brand influence of "Hongtashan" are still very huge.
It can be seen that due to the intensified competition in the channel link, the existing channel policy of "Hongtashan" is not flexible and proactive. Many dealers who were infinitely loyal to "Hongtashan" in the past began to focus on cultivating other dealers. The operating advantages of the brand. Just because of the loyal smokers of "Hongtashan" and the influence of Hongta Group, "Hongtashan" is used as a tool to enhance the atmosphere, but it is not the main product. I only thought of Yunyan
The brand belongs to consumers, and it will always exist in the hearts of consumers. To sort out the brand image of Hongta Group, we have to understand the views of smokers. We used random street interviews and group interviews to conduct consumer surveys. According to the survey, 26% of smokers know the slogan "There is a world outside the sky, Hongta Group". Most people said they don't know the specific meaning of the slogan. When asked what comes to mind when seeing "Hongta Mountain"? 100% of people think of Yunnan, Yunyan and Hongta Group. 84 people thought of the "Red Tower" pattern, and only 27 thought of the Hongta Group logo. Regarding "Hongta Group" and "Hongtashan", most smokers said that they are "rich and powerful". 87% of consumers said they did not know the cultural connotation and story of "Hongtashan" and could not tell the specific meaning of the "Hongtashan" brand. When choosing the first tobacco brand, 34% of people chose Marlboro and 23% of people chose Sanwu. Although 19 people chose Hongtashan, they were comparable to "Zhonghua", "Yuxi" and "Hongtashan". Smokers over 90 years old believe that "Hongtashan" has an aging image. "Hongtashan" is not friendly enough and lacks communication with consumers.
From this we found that it is a fact that the brand image of "Hongtashan" is aging. In the minds of consumers, the value of Hongtashan's high-end cigarettes is gradually decreasing. The most important thing is that "Hongtashan" lacks communication with consumers in its external image promotion, and the image is stiff and unfriendly.
Data collection, reading and analysis
In addition to grasping first-hand research status, we also collected a large amount of data on the tobacco industry and conducted in-depth research based on some of the information provided by Hongta Group. In order to make the judgment on the tobacco industry and Hongta Group more objective and accurate.
The historical period of "Hongta Mountain" and the tobacco industry:
The development of "Hongta Mountain" almost runs through the development process of China's modern tobacco industry. In the era when there were no famous brands, cigarettes sold for quality. At that time, "Hongtashan" was favored by consumers because of its unique cigarette making technology and superior natural environment.
In an era when famous brands are about to emerge, cigarettes sell added value, reflecting identity, status and temperament. At this time, "Hongtashan" seized the historical opportunity to improve the tobacco-making process and expand its scale. Because it always adhered to the aristocratic route, "Hongtashan" became famous in one fell swoop and had obvious advantages.
In an era when famous brands emerge in large numbers, cigarettes sell feelings, so there are Sanwu’s “mellow contentment”, Dahongying’s “Spirit of the new era!” Baisha’s “My heart is flying!”, Huangshan’s "The sky is high and the clouds are light" and so on. At this time, although "Hongtashan" ranked first among brands, it did not have a refined feeling.
In the era of brand success, cigarettes sell culture. Culture is more specific and deeper. It is an artistic conception integrating history, quality, added value and feeling. That's why Marlboro continues to win. From the perspective of brand strategy, Marlboro's "hundred-year-old historical legend, manly spirit, and performance of Western cowboys" embody a three-dimensional "Marlboro World." At this time, although the Hongta has a six-hundred-year-old legend and rich cultural origins, it does not have any three-dimensional communication and expression.
Why "Hongta Mountain"?
On the surface, the slowdown in the sales momentum of "Hongtashan" is closely related to factors such as the global environment, the overall shrinkage of the industry, and intensified competition. But in essence, the problem of "Hongtashan" is still The reason lies in the long-standing official and business style and backward marketing concepts caused by "historical reasons"; on the other hand, it lacks brand concept and fails to make future choices with brand strategy as the core. In recent years, due to various factors such as the shrinkage of the tobacco industry and the general environment, Hongta Group has made strategic choices for diversified development. In this process, Hongta Group has devoted a lot of energy and financial resources to expand into new areas. However, due to the lack of unified brand identity, brand differentiation, and brand communication, Hongta Group's brand power has not been improved, but has been weakened. The brand value of "Hongtashan", the group's golden signature. While Hongta Group is diversifying, it has made few unified moves in terms of brand integration, brand creation, and brand promotion in tobacco, the fundamental field in which Hongta settles down, and in other fields. Therefore, it is an inevitable choice in history to unify the brand image under the diversified strategy and enhance the brand power of Hongta and "Hongtashan". Otherwise, the gains will outweigh the losses.
What to do about "Hongta Mountain"?
To solve conventional problems, we must use conventional methods. Hongta needs to change its business thinking and straighten out its own mechanism; it needs to work harder on marketing system planning and sales network construction.
We believe that these conventional methods are not only effective but also effective quickly. We also believe that as long as Hongta can use these weapons actively and decisively, Hongta will be successful in all aspects in a short period of time. An exciting change.
However, after we solved the conventional problems, Hongta's brand position was still threatened, and the future of "Hongta Mountain" was still unclear. We believe that only by establishing a brand strategy with the "Hongta" brand reconstruction as the core, and only by unswervingly carrying out brand communication and implementing brand winning strategies, can the fundamental problems of Hongta be solved. Because only brand advantage is Hongta's unique advantage.
3. Create the "Hongta artistic conception" - "Hongtashan"
Partial suggestions for brand promotion
In the past, "Hongtashan" was accustomed to "righteousness" and "Hongtashan" The "atmosphere" communication route makes consumers feel that it has nothing to do with them and is far away, and therefore lacks affinity. How to adhere to the principle of "explaining profound things in a simple way and appreciating both elegance and vulgarity" so that the brand image of the product can be profoundly expressed, so as to effectively infect and influence consumers? Where to start with the rebranding of "Hongtashan"? This is the core issue before us!
It can be said that Hongta culture is the core part of the Hongtashan brand, because only Hongta culture is Hongta’s only advantage.
Promoting Hongta culture is exactly the advantage of the Hongta brand. We discovered that Hongta has: unique production technology; unique geographical environment and natural conditions; six hundred years of history and excellent quality verified by countless people for forty years; numerous legendary stories; six years of supreme honor; in a nutshell In short, the source of Hongta’s vitality is Hongta culture. In China's tobacco industry, no brand can compare with Hongta. In the past, Hongta’s unique cultural advantages created the Hongta brand. In the future, as product homogeneity becomes increasingly serious, brand advantage will be the magic weapon for Hongta to settle down.
We believe that the rebranding of Hongta should start from the exploration of Hongta culture and the re-upgrading of the concept. Topics that can be summarized include:
"What I am born with must be useful" - the unique high-quality tobacco growing soil and climate, the geographical environment and planting conditions of the "Plant Kingdom", and the largest tobacco growing base in China.
The origin, historical allusions, reasons for the name and the entire entrepreneurial history of the company - the story of six hundred years ago - the origin of Hongta; the reputation of the "Land of Clouds and Smoke" - a competition half a century ago made Yuxi has gained the reputation of "the hometown of clouds and smoke"; "the mountain is named after the tower; the tower shines because of the mountain" - forty years of ups and downs record the rise and fall of Hongta people; in the past, "cigarettes" at the foot of the Central Yunnan Plateau Workshop"; today's industrial giant with a reputation both at home and abroad...
The development of local humanistic and cultural resources - the development and utilization of Ashima legends, local folklore, and folk customs (some of which can even be remade into TV series).