Marketing business cases and analysis?

Before finalizing a marketing plan, a case analysis should be conducted to avoid making unrealistic predictions. So the following is what I have compiled. Just follow me and have a look. I hope it will be helpful.

1:

Who said the decline of physical stores? Look at this "hot-selling" supermarket with sales of 1.5 billion

People's pace of life is becoming more and more complex. Coming faster and faster, going to the supermarket has gradually become a luxury. More and more people are accustomed to going to convenience stores to buy things and then leaving quickly. There is such a food supermarket in Italy, which goes in the opposite direction. It not only focuses on the life concept of "slow food life + health", but also has a "supermarket + restaurant" model that is deeply rooted in the hearts of the people. In 2014, there were only 28 stores in the world. Under the circumstances, the annual revenue is 220 million euros and about 1.5 billion yuan. In one branch in New York, the customer flow can reach 12,800 people a day. This supermarket is called: Eataly.

Brand Origin

Eataly’s name comes from the combination of the English word Eat and the Italian word Italy. It is the largest and most comprehensive Italian food supermarket in the world. Oscar, founder of Eataly Farine hopes to open a food supermarket with the goals of sustainability, responsibility and sharing. So in 2007, the first Eataly was opened in Turin, Italy, which immediately caused an unimaginable sensation.

Now, you can find the coordinates of Eataly in almost every important city in Italy, and it has also been expanded to important cities in the United States, the United Kingdom, Japan, the United Arab Emirates and other countries. Eataly's branch in Manhattan, New York, opened in August 2011 with a total investment of US$20 million. Shortly after its opening, it set a record of 12,800 visitors in a single day.

What makes Eataly so popular?

Rule 1: The ultimate experience is deeply rooted in people's hearts

1. Humanized design.

Many times when we go to the supermarket to buy something and leave immediately, we have to walk through the entire supermarket to find the checkout counter. Eataly is different from traditional supermarkets. Customers can see the checkout counter as soon as they enter the door. If the customer is in a hurry, , you can directly finish your shopping and check out, instead of visiting the entire supermarket.

2. Subvert the definition of traditional supermarkets.

Eataly is not just a food shopping supermarket, but also provides a way of life. Eataly positions itself as a "slow food supermarket restaurant", so when you walk in, it feels more like a food market, where not only are a dazzling array of ingredients displayed, but there are also chefs, tables and waiters next to it. There is a dining area next to each display area. Customers can choose the ingredients to cook at home, or they can directly ask the chef to cook them for you and enjoy them directly here.

Taking the store in New York as an example, customers can sit in the supermarket and eat barbecue while watching TV. When tired from shopping, they can sit down at the coffee counter and have a cup of coffee to rest for a while, or they can go to the small library to browse. recipe. Diverse shopping and dining scenes bring customers the ultimate experience.

3. Different marketing concepts.

Eataly does not spend a lot of advertising expenses like other supermarkets. The core of Eataly's marketing is food education. Eataly's public relations believes that "new customers can be created through education." For example:

Eataly has collected a large number of food books and periodicals, and has set up a small library where customers can read food books and periodicals, decide what they want to buy, and then print out the list on the nearby computer before going. Buy.

Paint seasonal fruits and vegetables in the room or on the dining table to let customers know about seasonal food, because seasonal food is the cheapest and most delicious. Guests can also buy posters of food production seasons to take home for reference.

Eataly’s food posters

Each business area of ??Eataly often offers various cooking classes and tasting classes for different age groups. The prices of these courses range from 30 euros to 120 euros. For example, traditional Italian cooking courses, wine tasting and storage courses, primary school students’ courses on the history, characteristics and cooking methods of ingredients, etc.

Eataly's carefully selected chefs will patiently teach cooking methods, then let the students do it together, and share their results at the end.

Rule 2: Visible health product concept

In Eataly, you can see a big slogan everywhere: eating is an agricultural act, showing the unique Establish a unique business philosophy. In the early days of the brand's birth, Eataly established a group of small farms and workshops that grow and produce ingredients and drinks in traditional ways. Eataly would rather abandon the common brands on the market and choose seasonal, local and personalized products. About half of the food here is produced in the region, 45% comes from other places in Italy, and only 5% is imported. Products are purchased directly from about 900 producers without additional listing fees, which also reduces the cost of intermediate links between producers and retailers.

In order to promote these small producers, Eataly not only produces posters and small notices, but also organizes food tastings, wine tastings, and cooking classes. It also arranges for customers to visit food production areas to bring consumers closer to them in a relaxed and friendly way. Producer distance. From the beginning, Eataly has provided people with the most natural and healthy agricultural products at reasonable prices by establishing direct relationships with agricultural producers. This business model also inspired Eataly’s core values ??of sustainability, responsibility, and sharing.

Rule 3: Unique social media promotion

In order to make the brand culture more deeply rooted in the hearts of the people, Eataly has spent a lot of effort on social media, through various activities and festivals created by itself. , allowing customers who are accustomed to a fast-paced life to learn to slow down and enjoy the charm of "slow food". In addition to the two major social media platforms Facebook and Twitter, Eataly’s official website is also an important medium for promoting these activities. For example:

Meatless Monday: On this day, we encourage everyone to eat vegetarian food and promote Eataly’s exquisite vegetarian menu.

National Beer Day: Wine lovers are called to gather at Eataly’s wine section to taste wine and snacks.

Anti-Valentine’s Day: This is one of those weird holidays that Eataly came up with. If you don’t have a place for romance on February 14, you can come to Eataly’s rooftop restaurant to join the “One Night Stand” event. From noon to midnight, EATALY offers more than 50 kinds of beer, wine and food, and some wines even have a chocolate taste. Therefore, it doesn’t matter if you are not hit by Qiu Weiyuan’s arrow on Valentine’s Day. It would be a real pity to miss these fine wines and delicious food!

Summary

Eataly is quite popular around the world. There are two important reasons for the welcome: first, the design of the supermarket and the food in the restaurant are indeed surprising, and second, the slow life and slow food lifestyle advocated by Eataly is deeply loved by residents of big cities.

Today, when everyone is accustomed to being busy, you can choose your favorite ingredients and recipes while strolling around the supermarket. If you are lucky enough to have good weather, choose a small round table at the Eataly rooftop restaurant, facing the warm sun and high-rise buildings, overlooking the entire city. It will make every diner who pursues quality of life feel ecstatic.

Two:

Marumi: The e-commerce transaction index soared, and national sales increased by 12% compared with before the title.

Hand in hand with "Let's Fall in Love" to compose a guide to perfect love . The sound and meaning of Marumi are both "perfect", which matches well with "Let's Fall in Love", which is based on romantic and aesthetic content. The program uses "love eye, want to talk about popping it up" as the theme word, a double entendre, which is really wonderful.

Communication, exposure of creative characters, various sweet scenes stamped with Marubi postmarks, WeChat advertisements in Moments, etc. are all multi-type and all-round, which greatly strengthen the relationship between the program and Marubi.

The e-commerce transaction index soared, and national sales increased by 12% compared with before the naming.

By naming "Let's Fall in Love", Marubi's popularity and reputation among the target group have been effectively increased. National single-month sales increased by 12% compared with the past, making it a benchmark project for the successful cooperation between Marubi and Jiangsu Satellite TV.

The Media Department of Guangdong Marubi Biotechnology Co., Ltd. said: In the program, Marubi’s brand image and program content continue to have positive interactions and complement each other.

Judging from the response, the ratings of the first 11 episodes of "Let's Fall in Love" ranked first among the same programs; more than 50 related topics on Weibo have been read more than one million times, and the total number of reads has exceeded 3.3 billion, with nearly 1 billion online views. Not only that, the female audience between the ages of 15 and 45 has become the absolute main force in the program’s ratings, substantially overlapping with Marubi’s target audience.