Currently, the symbol of the brand do not force the grid business, but business survival standard development.
After just to create some brand, the best-selling product, business development, and happy; after some creation, product tepid, companies are still hesitant, feel that they take hundreds of thousands or even millions of dollars in brand building, especially injustice.
As the saying goes, instead of hindsight, it is better to plan ahead. Successful or not brand created, the path is accessible, not really put on the market must be known in the food policy Brand Research Institute Cheng Qingyun seems, by 6W landing detection system can measure whether the system was to create a brand, whether future become a weapon to conquer the market.
6W品牌落地检测系统 农企赢得市场必备的工具
6W brand landing detection system based on journalism by the Food Research Institute of brand strategy, multi-disciplinary knowledge management, marketing and other comprehensive summary is made, contain Who (consumer groups), When (the timing of consumption), Where (consumer sites), Why (consumption reasons), What happened (the process of consumption), What is the result (consumption result) six elements.
Brand Research Institute Cheng Qingyun in food policy seems that only six elements can all make it clear that the perceived brand is considered complete, systematic order because of its strong, impact on the market, to achieve a virtuous cycle; otherwise, even if created brand, because the elements are not complete, systematic enough, life is hard like a self-satisfied, like, go to the market fighting wind and waves, and succeed.
6W品牌落地检测系统要素之一：Who 真实存在才是硬道理
Shakespeare said: Man is the crown of creation. For a market-oriented brand, regardless of what product to sell, you need people to pay the bill. Thus, the user is clear branding priority.
Some agricultural enterprises to create a brand, for various reasons, for the user, most likely to a faceless, not enough insight into the two major problems.
Faceless nature is thought to understand in the end sell to. Women want to sell, want to sell the child, looks wide population coverage, but in reality many and Pan, the user does not know the identity of the true age of their products, the market becomes a blind.
The essence of insight is not enough known about the demand is not clear, as described above, when the user faceless, naturally do not know her true thoughts, or sometimes sold household income is clearly a housewife in a certain range, that is, to sell the "Skeleton Demon", but these people exactly how daily life, what products to solve the problem of what they always say. And this is not clear, is to bring the real market execution, difficult to be targeted.
Therefore, in order to create a successful brand, the first step is to detect and describe the user a clear insight into whether or not!
6W品牌落地检测系统要素之二：When 选对用户 还要选对时机 才有效果
Melatonin old young state was supposed to help sleep, the timing of consumption should be in the evening, after Shi Yuzhu insight on the timing of the consumption on the Chinese New Year gifts, so that becomes just need Melatonin, while "scolded" explosion of red side.
From agricultural enterprises, consumption time to plan if only roughly, is the dining table food, daily consumption is what is essentially equal to not say, therefore, proper planning and timing of consumption is the most important brand building.
In this regard, the practice of drinks brands worth learning. Present margin for the wedding was born, Royal Salute "Cheers for the ultimate achievement," though not necessarily every farm should have such precise timing of consumption, but seeing a brand product, the consumer only knows what time, agricultural enterprises to know what time work hard!
6W品牌落地检测系统要素之三：where 要定渠道 更要定营销场景
In the channel, soft drink industry had "flooded eight army", but the Arctic Ocean because of their clear channels catering, thus avoiding a Coke, won the development of their own living space.
Of course, with the marketing of the fine, the channel has become the most important scenes of brand planning. Grain mill in order to ensure their own dietary strategy successfully landed in the channel, further clear grinding sellers scenes, convenient for consumers, but also the achievements of their own.
You do not have to learn agricultural and other grain mill, but the brand created, sort out whether their products are channel marketing scene is set for brand name products essential to take the goods.
6W品牌落地检测系统要素之四：why 消费理由越专属越高效
From the current situation of agricultural enterprises to create a brand perspective, the biggest reason is the consumption ecology, health, etc., in this situation, to create a unique consumer is very important reason.
Moss Lee yogurt everywhere in the market, the first to create the concept of normal yogurt category; reason inherent Great benefits Pu'er tea consumption is the leader in consumer Maotai wine country on the grounds that their identities.
Specific to the agricultural, consumer reason is easy to find, but if unique, for themselves, which is the brand created the success of the key elements.
6W品牌落地检测系统要素之五：What happened 有体验才更容易记忆
Oreo slogans essence "Twist lick dip" is to guide consumption process, "Shake before drinking" is Nongfuguoyuan control over the process of consumption, mostly agricultural products are non-standard products, the ability to provide consumer experience, it is another important factor in its branding success.
For the moment, most of the rice has cooking tips, but other brands of fruits and vegetables, can create unique consumer process, it is one of the brand can go beyond competing products button.
6W品牌落地检测系统要素之六：What is the result 消费结果决定了消费循环
Consumer result of Chen Keming surface is "Yimianzhijiao lifetime," so that the results created a huge consumer brand association space and temptations; consumption results Tingyi delicious point "delicious you eat," is also full of temptation.
From agriculture to create a brand, after the planned consumer groups, consumer reasons and other factors, if the results can be accurately judged on consumption, and control, equally beneficial to the future development of the market were good layout and resources front.
In fact, only the resources front, the brand created to achieve the consumer from the consumer to the time, place, reason, process and results of the comprehensive control, a brand of agricultural products considered three-dimensional position of the full path of consumption, but also to agricultural enterprises based on this program to do market to meet consumer, neither regret nor complain, won this natural selection, highly competitive era.
About the Author
Cheng Qingyun, dean brand food policy, agriculture Blue Lion brand marketing planning agency partners. News 5 years, 11 years of brand marketing planning professional resume. He has served in the grain, Huiyuan, Prudential Loop Inner Mongolia, Shandong Yellow River Mouth in Dongying Kenli hundred enterprises and other government agencies, there are more than sixty million words marketing, management, journalism class works in the "new food", "Food marketing", " • network Science Times Weekly "," information today newspaper • Youth business Weekly "newspaper and other professional levels, published publicly, involved in creating" brand beings "," regional brand fish bones operation theory "and other marketing operations planning tools, author of Hunan Satellite TV "Daddy where" section of the official books, children's stories Literature "Chinese celebrities" (Hunan children's Publishing House in 2015 edition). Interaction Micro Signal: chengqingyun6688; Public number: lanshiCH