Brand planning plan

Brand Planning Plan (1)

From Niu Ge who “makes men awesome” to Niu Beer who “drinks Niu Beer and brags about Niu Bei”; from “Wuzhou Niu, Niu Bei” From beef jerky from Wuzhou to the national chain of Niu Ge Shabu Shabu; from Niu Ge Mineral Spring that “brings health and happiness to people” to “cattle herds going south to Mengcheng to raise herds of cattle”, planner Han In just over a year, Yihe has successfully performed one business myth after another in successfully planning cattle herds. On the surface, Han Yihe is planning the person Niu Qun, but in reality, what he is planning is the brand "Brother Niu" and even the extended "Niu ×" brand group. Niu Qun is just this "Niu Qun" "The cowherd of the group is also the general product image spokesperson. Han Yihe successfully used Niu Qun's popularity, especially his strong background with cattle, to comprehensively shape Niu Qun into the leader of the "Niu ×" brand. Come and make a big fuss.

1. Let the first "cow" rise

In 1999, after Viagra was hyped, Viagra seemed to have become synonymous with China's aphrodisiac drug market. As long as Chinese people mention "Brother ×", they will think of aphrodisiacs without thinking. This is an objective market reality. How companies surviving in this market view this issue will directly affect the sales of their products. Against this market background, in early 2000, an aphrodisiac product called "Lilong Weixiong" came out. The inventor of this drug was the "National May 1st Labor Medal Winner" and the famous Chinese medicine Professor Li Xitao. Although this drug The effect is good, but the effect of using the "Lilongweixiong" brand promotion is not satisfactory. It is understood that the sales of the drug are not smooth in most areas across the country, and some places, such as Dalian, are directly returning the drug. The harsh facts make companies more aware of the importance of "brand" management. However, companies don’t have much money for advertising campaigns, so what should they do?

By chance, Professor Li met Han Yihe, the inventor of the planner "Flag Flyer". When Han Yihe listened to Professor Li talk about the difficulties in selling his products, he suddenly had an idea: "I have a good idea. The famous cross talk actor Niu Qun has a first-class character and is respectfully called Brother Niu in the circle. How about calling our product Brother Niu?" Then Han Yihe called his friend Niu Qun for many years. "Please" came out and told Niu Qun the idea of ??using "Brother Niu" as a registered trademark. He also introduced to Niu Qun the efficacy of the drug and the authority of the drug approval approved by the State Food and Drug Administration. After careful consideration, The herd finally agreed.

So, after some investigation and planning by Han Yihe, Niu Qun, who considers himself "a great concept, a great courage, and this medicine is also very good", was printed as the spokesperson of this aphrodisiac. Pharmaceutical packaging box. "Brother Niu", who "makes men awesome", immediately became famous. The sales of the product immediately skyrocketed, and dealers from all over the country flocked to it. Han Yihe chose a company with a national prefix that had the right to distribute medicines as the general distributor of "Brother Niu". All the products were originally unsalable and became in short supply.

As a planner, Han Yihe certainly thought of his own interests while planning for others. The ownership of the Niu Ge brand is not completely owned by the company, but is the responsibility of itself. The products on sale are provided by the manufacturer, the trademark is provided by itself, and it is divided according to the final sales. This not only saves the company money, but also protects its own interests. At this point, Han Yihe successfully planned his first cow in cooperation with his herd, and the Niu Ge brand began to take shape.

Judging from the planning of the first cow, it should be said to be very successful. Compared with Viagra, Niu Ge did not take advantage of the foreign transliteration of its name, thus avoiding many disturbances similar to Viagra's rush to register. However, it cleverly used the influence of Viagra to make people easily associate with related products. In addition, the choice of Niu Ge’s image can win the trust of consumers. Niu Qun people are middle-aged, have an easy-going temperament, are warm and friendly, have a stable family, and are in good health. It would be impossible to spend tens of millions of advertising dollars to get such a culturally rich and popular big brother to do brand advertising. of. The most important thing is that Han Yihe used the sensational effect of Niuqun, Niu Ge and Viagra to attract great attention from the media, thus obtaining a large amount of free advertising. It is precisely because of the huge impact of Brother Niu's first cow that he laid a good foundation for Han Yihe to successfully plan the second cow and the third cow... In other words, the success of the brand will be crucial to the successful extension of the brand.

Thinking questions:

1. How do planners use "people" and "power" when conducting business planning?

2. What planning skills have you learned from this case?

3. What issues should be paid attention to when planning brand extension?

Case analysis:

A reporter asked "What is the relationship between celebrity effect and economic development?" Niu Qun replied: "In the past, everyone did not notice Mengcheng, but once everyone knows her If you know it, you will have a thorough understanding of its investment environment, geographical location, development space, and profit margins. For example, if the trade city invests 200 million yuan and covers an area of ??400 acres, it is not a small number, and it is not a small number for individual investors. Every penny is hard-earned money. I took my own money and put it into the bank for 70 million. Without a loan, the project started. It’s true that I was named, but real businessmen don’t go here just because they like my cross talk. When investing, he must look at the development prospects. It will no longer matter whether Niu Qun will be the county magistrate here in two years. "Smart planners will never blindly launch advertising campaigns or blind bombings to create brand effects, but will do so cleverly. Land borrows "people" and "power" to benefit. The so-called borrowing "people" means to use celebrities and their influence; borrowing "power" is often used together with "scrutinizing time". For planners, "scrutinizing time" refers to the planner's understanding of the environment and time. Judgment of objective situations such as situations and patterns; "gauging the situation" means that the planner analyzes the factors that are beneficial to the planning in the environment, current situation, and pattern, and proactively creates an opportunity to further develop these favorable factors, thereby promoting the smoothness of the planning conduct. The planner Han Yihe cleverly used the influence of Viagra to make people think of related products. He also used Niu Qun, a celebrity with cultural connotations and excellent popularity, as an image spokesperson, thus establishing a brand new brand among the public. image. Then they seized the opportunity to cleverly carry out brand extension, forming a good brand effect and gaining recognition from society and consumers.

Brand planning plan (2)

1. In recent years, as my country’s market economy status has been recognized by more countries internationally and the market environment has become increasingly perfect, the clothing market has become increasingly The development of branding, specialization, personalization and diversification. With the further opening and improvement of the WTO and the cancellation of China's textile export quotas, it is both an opportunity and a challenge for Chinese clothing brands. International brands will enter the Chinese market in a big way. At a lower level Market operation models, such as wholesale and unbranded retail sales, etc., due to the shrinking market space and profit margins, the market share is gradually decreasing. Catalyzed by the competition of international brands, the clothing market in mainland China has entered a mature period ahead of schedule, and consumer behavior has also changed. There is a clear shift from blindness to rationality and sensibility, and market demand is increasingly segmented on the basis of practical functions and consumer psychology and emotional appeals.

During this market period, clothing products are generally oversupplied, especially mid- to low-end casual wear. Due to increasingly narrow profit margins, homogeneous product quality and similar product styles, market competition is particularly fierce. , the competition between brands generally goes beyond the low-level competition of the product itself and sales price, and turns to the competition for the comprehensive strength of the brand with all-round marketing and services targeted at different levels of consumers, different wearing occasions, different personalities and emotional needs. Under this market situation, taking the road of brand promotion, making the brand bigger and stronger is not only the general trend of domestic and foreign clothing companies, but also the only way for the survival and development of the brand.

2. Competition Situation

As a traditional industry, clothing products are not very different. We group competitors with the same quality together. Our company Mulangshi is currently in the market position - mid-to-low-end sports and leisure wear. At present, the purchasing considerations of our target consumers are: style, price, brand and fabric. At this time, consumer loyalty is not high, stability Extremely poor. Mulangshi's sports suit products priced at 100 yuan/three-piece set are generally accepted by target consumers. However, due to the woven and denim fashion style products need to be further improved, this has restricted the Mulangshi brand to a certain extent. Expansion of market share in spring and summer.

Competing sports and leisure brands of the same level, such as Yiyun'er, Yichun, Stranger, Yiminu, etc., also use their own advantages such as product styles, brand images, or slightly lower retail prices to attract targets. The consumer group creates greater competition for our company's market.

The international first-line pure sportswear brands Nike and Addidas, and the mid-range products of sportswear brands such as Li Ning and Zhou Ke, which have a good image in the domestic market, have established a good brand image and are easily accepted and purchased by consumers. Therefore, they are also Occupying a fairly stable market share.

The good news is that our Mulangshi brand has gradually strengthened the brand's image promotion work and thematic terminal promotions, and decided to make long-term efforts in building the brand's culture. In 20**, we will actively Taking advantage of some major festivals, we began to implement brand theme promotions and image promotions rich in creative advertising and brand cultural connotations. While greatly promoting the growth of terminal sales, it will also further strengthen the brand image of Mulangshi and effectively enhance the brand image of Mulangshi. Langshi's brand awareness and brand cultural content. The order of factors that our target consumers consider when purchasing this brand will gradually change to: brand, style, price, fabric, establishing relatively stable brand loyalty among the target consumer groups.

3. Problems and opportunities (SWOT analysis)

Through an in-depth understanding of the company’s current situation, I believe that Mulangshi is currently facing the following market problems:

● At present, the marketing network coverage is almost zero, and the important domestic cities or regional markets are blank, which is not conducive to the promotion of the brand's national expansion strategy;

● Compared with competitors, product varieties, fabrics, There are not many obvious advantages and features in terms of style and workmanship, and the advantages in quality are not obvious. It is difficult to stand out from competitors by relying solely on the product itself;

● Lack of systematic advertising and integrated promotions plan, the brand image lacks unique and distinctive personality, the brand is not coherent and consistent, the brand promotion is not strong enough, and the overall market awareness needs to be improved;

● Some franchised retail outlets and the general marketing direction of the headquarters may not be consistent The interests are inconsistent, resulting in the implementation of marketing policies and promotion activities being hindered, and the brand image, terminal management and sales policies are also inconsistent;

● Mulangshi’s brand culture and management philosophy also need to be further refined and sublimated , it is necessary to form the core concept of corporate culture unique to the Mulangshi brand, so that it can be used to guide the overall operation and service work of the company, be effectively implemented by every employee of the company, and promote its original flavor to our goals Consumers truly take the brand culture deep into their hearts.

At the same time, through visits to some regional markets and targeted research, the Mulangshi brand also found some opportunities that are beneficial to its own development:

● Due to the widespread pressure of urban work and life With the increase in the number of people, fashionable sports, health and leisure have become a practical need. Therefore, clothing that is suitable for both sports and leisure has gradually become people's consciousness and become the mainstream of market consumption. This is what our company Mulangshi has been going for many years. brand road, so this market state can be said to be very conducive to the further development of Mulangshi;

● International first-line brands with similar styles, such as Nike, Addidas, etc., mostly focus their market on Beijing, In first-tier cities such as Shanghai and Guangzhou, their marketing outlets and routes do not constitute direct competition with our Mulangshi brand, which leaves a large market space for Mulangshi brand development;

● Same Competing brands in the same class and on the same route, such as Yiyun'er, Yichun, Stranger, Yiminu, etc., may have erratic product style positioning, inconsistent brand image, lack of personality in corporate culture, etc., and generally fail to form an obvious brand. Comprehensive competitive advantage, the market at the same level is basically in the Warring States Period when strong brands are not yet born. This competitive situation is conducive to Mulangshi’s market competition with the other heroes;

● Available everywhere Wen lamented that business is difficult to do, indicating that the market entry threshold has increased, the opportunities for new brands to enter this market have been restricted to a certain extent, and the new competition in mid- to low-end sports and leisure clothing has decreased, which is conducive to Mulangshi as an early arrival in the market. , consolidate and expand the market position;

● After several years of market exploration, the style of Mulangshi’s existing products is increasingly close to the market, and is more acceptable to the target consumer groups. The market positioning of the brand It is also becoming more and more accurate, and the product varieties are becoming increasingly perfect, which is a manifestation of Mulangshi's increasing maturity. This market experience and lessons have formed the unique competitiveness of Mulangshi brand, which is conducive to the long-term market expansion of the brand.

● Price comparative advantage: Since the production of the product is controlled by ourselves, we can strictly control the cost and adjust the product price to the lowest limit with market lethality while ensuring the profit margin. Therefore, with Nike , Addidas and other first-line brands have an absolutely obvious price difference advantage;

● Style characteristics advantage: Compared with similar products of competitive brands, such as traditional casual brands led by Baleno and Giordano, Metersbonwe , mass casual brands headed by Pure, and fashionable leisure brands headed by ESPRIT, ONLY, and Aige have all added a small proportion of casual sports to their product series. The above brands have seen the consumption trend of "casual sports" clothing. , but still maintains the original positioning of the brand itself. It can be seen from this that "leisure sports" will inevitably become the trend and the mainstream of consumption. The Mulangshi brand takes leisure sports as the main body, and it is a small part of the above brands as Our main focus is to develop a series of unique casual sportswear with Mulangshi brand characteristics that are recognized and accepted by the market. We inject fashion elements into sports and make full use of the clothing's shape and color skills. Just right. It has formed its own distinct brand personality in the market, rewritten the conservative style of pure sportswear in the past, and promoted the new trend of casual sportswear;

● Fabric material advantage: natural pure cotton with no tricks. The principles of fabric selection and the multi-year reserve strategy of regular fabrics are used to ensure the quality of products and the efficiency of shipments. This long-term persistence has formed the advantage of Mulangshi.

IV. Market positioning

Fashion, sports, health and leisure

China at the beginning of the 21st century is a country with rapid economic, cultural, and technological growth and expansion. In developing countries, the fast-paced work frequency requires modern urbanites to run non-stop like machines. Their nerves are always in a state of stress and overload. The severe overdraft of brainpower and imbalance with physical strength make modern urbanites We all live in a sub-healthy state. If we stay in this state for a long time, our mental and physical health will inevitably be in crisis.

Just entering the 21st century, SARS has already sent an alarm signal to the health of all mankind. With the gradual improvement of living standards and improvement of ideological quality, people have realized that "health" plays an important role in social development. Therefore, "health" has become the life proposition of modern people. With the successful bid for the 2006 Asian Games to be held in Guangzhou, China and the 2008 Olympic Games in Beijing, China, there will be a lasting wave of enthusiasm in China. "National sports style".

Sports have become a fashion, and health has become the theme of people's leisure life. Mulangshi brand clothing takes "promoting national fitness and promoting healthy social development" as its corporate goal. It adheres to the corporate business philosophy of "integrity, mutual benefit and benefiting the society" and adheres to the brand purpose of "quality wins the future, service creates famous brands". The brand positioning of "fashionable sports, healthy leisure" and the product style of "healthy and energetic, fresh and comfortable, relaxed and natural, fashionable and dynamic" fully launch Mulangshi sports and leisure clothing, creating a super sports and leisure clothing brand for Chinese people.

2. Product style

Fresh and comfortable, healthy and energetic, relaxed and natural, fashionable and dynamic. On the basis of sports suits, fashion and leisure elements are added, breaking the previous design ideas of professional sports suits. Focusing on the concept of "mass sports and leisure", we advocate a healthy, active and confident life attitude. Leading the trend of fashion sports, interpreting modern people's pursuit of health and fashion in a fresh, comfortable, relaxed and natural way of dressing.

● Sports know no borders, and fashion knows no age. There is no age limit for the target consumer group of Mulangshi brand clothing, as long as they "advocate natural health, pursue fashionable self, be optimistic, confident, and positive" Belong to our target consumer group.

5. Price strategy

Price target: Among brands of the same grade, use a retail price that is significantly lower than similar brands to strive for terminal competitive advantages, expand sales revenue, and enter the market before the brand Rapidly increase market share in the early stages.

2. Pricing strategy for flagship products:

The new season’s flagship products are 15%-20% lower than competitive brands;

2t non-mainstream products are A small number of image models, accounting for about 10% of the entire goods, are basically the same as similar brands, used to establish the brand image;

3. Pricing method:

Market competition-oriented pricing method Used in conjunction with the profit-and-loss approach.

6. Marketing strategy

Overall marketing idea:

Based on the 28 theory of the clothing industry as the guiding principle, grasp key regional markets and concentrate on the company’s products and manpower , advertising, promotion and other advantageous resources to provide marketing support and terminal services to key areas or customers, gradually establish several or even one strong market base for the Mulangshi brand, and form a sales performance that is absolutely superior to competing brands in the regional market and market reputation, and then implement a point-to-point strategy to gradually spread the brand's radiation and marketing network.

To achieve this marketing goal, we must focus on the following aspects:

1. Product style and quality are the key.

In view of the current market situation where the sports suit series of Mulangshi products are highly accepted and the response to other product series is mediocre, our company should concentrate its superior resources in design, development and production, focusing on sports Focus on the style design, pattern changes, fabric matching, and pattern development of suits, and strengthen the design capabilities of woven and denim products to maximize the development of products that have the characteristics of the Mulangshi brand and cater to market trends. High-quality products, while simultaneously enhancing the competitive advantages and selling point promotion of Mulangshi products in terms of style and quality, laying a solid foundation for new season sales and long-term brand development;

2. Store terminal image work must Standardization and uniformity.

In view of the fact that the image and terminal display of each retail store in Mulangshi are still not standardized and unified, the display effect of individual product categories is not satisfactory, and the store level and overall coordination are not enough, the company will speed up the development of new products. The design work of the first-generation store image focuses on the combination of store visual effects and brand characteristic culture, improving the overall coordination of the store image, display practicality, and space comfort of the counter layout. At the same time, it also pays attention to some display elements with brand cultural connotations. Decorate with accessories to highlight the brand's quality;

3. Establish a direct system and interactive mechanism for terminal retail shopping guides.

Whoever controls the terminal wins the market. The reason why many clothing brands are unsuccessful is not because their products are not competitive, nor is it because the store image is poor. Rather, it is because there is no scientific and standardized franchise chain operation system. In this system, the management of people, goods, and stores must be carefully considered. Among them, the management of shopping guides, or "people", is the most critical and difficult to control. Factors, especially among the sales success factors of a newly launched brand, the service attitude, sales skills and personal qualities of the shopping guide account for more than 75%. This is also the reason why relationship marketing is increasingly showing its charm in the modern marketing model. Establishing an interpersonal network between sales staff and customers can continuously maintain existing market share and increase brand reputation. Invisibly, it attracts new customers on the basis of retaining old customers, thus increasing market share. promote. According to statistics from a US marketing agency, the cost of developing a new customer is five times that of maintaining an old customer. It can be seen that terminal sales personnel play a key role in the development of the brand.

Mulangshi will first establish its own direct-operated flagship store in Guangdong District. It will serve as both a training base and an operational test field and a "training ground" for sales staff. Before the brand expands on a large scale, Mulangshi We will make every effort to cultivate and create "Ten Gold Store Managers". Gold medal store managers must have a good understanding of product knowledge, be proficient in product display and clothing matching, have first-class sales skills and communication skills, and good psychological quality. Once they become " "Gold Medal Store Managers" will enjoy manager-level treatment. The gold medal store managers will divide the national market into ten major sectors and distribute them in their own market areas. They will conduct mobile supervision and training for store staff in this area, and introduce the company's latest products. Information, display, and training materials are conveyed to every store clerk in the most timely manner. Each "gold medal store manager" has the upper limit of managing 100 store clerks. He can allocate personnel to this area. Once a new store opens, he can quickly and timely recruit from other stores. Stores dispatch elite personnel to ensure the sales performance of newly opened stores. Gold medal store managers will also maintain real-time communication with each other, exchange sales results through text messages every day, and hold a weekly summit through the computer network to discuss and analyze market conditions, and propose plans to improve sales performance, and stipulate that each gold medal store manager A "Gold Medal Weekly Report" is sent to the company headquarters every week so that the head office can control market trends in a timely manner;

4. Focus on cooperation and monitoring of key areas and key franchisees

Consider setting up self-operated 'brand flagship stores' and focusing on 20% of outlets to ensure 80% of sales. For areas with a good brand foundation of Mulangshi, franchisees with good cooperation, and shopping mall counters with good influence, location and image, focus on providing support for goods, shelves, credit, advertising, promotions and terminal materials, focusing on the company's advantages. We will use resources to focus on these markets and strive to make Mulangshi the number one brand of European sports and leisure clothing in these regional markets, defeating other similar competitors including Yiyun'er, Yiminu and Stranger with an absolute advantage; At the same time, in some self-operated regional markets with good brand accumulation, due to the high rental costs of street shops and expensive transfer fees, in the early stage of the brand, you can consider choosing the best counter location in the best shopping mall to set up a "Mulangshi Brand Flagship" Store", quickly occupy the market, gradually improve the brand level and brand radiation of Mulangshi, and create better conditions for the improvement of sales performance of secondary stores.

5. Promotion should be more standardized and systematic.

The brand promotion work in the new season will strictly follow the overall principle of "plan first, then execute, the promotion budget is included in sales expenses, and the execution effect is measured by sales performance", taking into account the focus of the region and the season of the industry. nature, the main promotion of varieties, the importance of sales festivals, arrangement, implementation and monitoring, and strive to combine the plan with the market demand, the plan with the actual execution, and the expectations with the actual results.

　20. **Spring and summer promotion expenses will be strictly budgeted at 10% of the total order amount for the entire season. See Section 8 for the budget allocation structure and regional focus settings.

● Promotion: Threading Clothing Forum

Adhere to a promotion and promotion strategy that balances short-term interests (focusing on sales) and the brand's medium and long-term interests (focusing on brand image), using themed gift promotions on major festivals as the main method, replacing direct discounts that cause greater damage to brand reputation. Promotion; on the other hand, improve and effectively promote the Mulangshi VIP service system. In the first phase, Mulangshi’s key regional markets (Beijing, Chengdu, Shanghai, Guangdong, etc.) will be the main pilots to standardize and improve the VIP service system. Customer service details, and establish a complete VIP customer file, comprehensively promote the implementation of the VIP membership system, with high-quality end customer service projects, form a new core competitiveness of Mulangshi in addition to products, in the regional market and industry

● Advertising:

Drawing on the current domestic mid-to-high-end sports and leisure brand expansion strategy, Mulangshi is still based on the market and improving in the first half of 20**. In this season of terminal management, gaining momentum and steadily expanding the brand, the brand’s advertising costs for media placement will not be too large. The brand will focus on selecting print media within the industry or that have a greater impact on the target consumer groups. In media advertising placement On the other hand, we will try our best to obtain media advertising opportunities through a combination of cash and physical goods or direct physical offsets, so as to reduce the company's cash pressure and also clear the backlog of inventory.

The 20** spring and summer advertising theme will create a new Mulangshi brand fashion movement, the core orientation of the brand of health and leisure, and express the Mulangshi brand's brand culture and brand from the perspective of consumers' psychological needs. The style of the products focuses on the freshness and comfort, health and vitality, relaxation and nature, fashion and dynamicity of Mulangshi products and the best service, striving to show a new European concept of fashionable and healthy life to the target consumer groups.

L The distribution of advertising expenses will mainly consider two aspects. First, the sales performance is relatively stable and there is still room for growth, and the franchised customers can better cooperate. The purpose of advertising is to attract investment and promote promotion. Brand awareness, thereby increasing the market share of the product; on the other hand, it is important to consider regions with large consumption potential and where our company plans to focus on expansion, such as Beijing, Chengdu, Guangdong and other regions with strong correlations and large market demand. Market utilization is important Carry out public relations activities (such as investment fairs, order fairs, catwalks, static product displays, etc.) and public sponsorship (such as clothing sponsorship for college sports games, sponsorship of local activities, charity donations, etc.) during holidays or in the early stage of new product launches.

Advertising Selection of media: Make media selection based on industry influence standards, target consumer group attention standards, and at the same time refer to factors such as media cost per thousand people and the media's own grade. Focus on selecting "China Clothing Network", "Shanghai Clothing", "China Clothing", "China Fashion News", "Clothing Business", "Clothing Times" or mainstream newspapers in the industry and regional authoritative newspapers, large shopping mall light boxes, outdoor wall advertising, DM promotional materials and other media and methods.

The implementation of promotion and brand advertising plans needs to be monitored based on scientific evaluation indicators and references. This department will focus on monthly sales, market share, shopping mall rankings, brand awareness, and brand loyalty. Advertising effectiveness is comprehensively measured by multiple indicators such as advertising effectiveness, and strategic review and operational adjustments are made to advertising delivery based on various feedback information.