What is "Oooh"?

Oh, this candy brand that was popular all over the country in the 1990s has gone silent in the 21st century.

In the late 1990s, China's candy market underwent tremendous changes. Traditional candies have become casual, festive candies have become professional, and a large number of foreign-funded candy brands have poured in. Chocolate has been widely accepted by the Chinese people. The marketing era of relying solely on "product quality" to win is over. It has been replaced by brands, products, channels, terminals, and public relations. , advertising, promotion, human resources and marketing management and other comprehensive factors constitute the era of systematic marketing.

Oh, the advantage is no longer there.

Oh Oh, I never gave up my efforts.

Change the product, change the packaging, and change the logo. The market won’t accept it! Suspected to be fake! The dealer doesn’t want the goods! Sales continue to decline! The national market is in a hurry!

Adjust dealers! Update the team! "Airborne" general manager!

......

All the efforts only brought about one result. In 2002-2003, Ooh's sales and Ooh's market share fell to the lowest level in more than ten years. valley.

How can "Oh Oh" break through adversity?

"'Ohoh' is going to rise, and the golden sign of 'Ohoh' is going to shine!" This sentence roared out from the hearts of Ohoh people in 2004.

If you have a good product, it must be known to more people and it must bring good benefits to the enterprise.

Didn’t Oh Oh Company obtain a national invention patent for toffee in 1998? That is a unique and good product. If we don’t launch the “sandy toffee” now, when will we wait?

A good product needs good people to plan it and professional people to operate it.

So, on March 11, 2004, Ohoh Company officially signed a contract with Ye Maozhong Marketing Planning Agency, and at the same time recruited a group of professional marketing personnel to join the Ohoh Company team.

Where to break through? The same problem faced Ye Maozhong.

A product is still a product.

The patented technology of "sandy milk sugar" has finally been moved out. The sucrose is recrystallized into 30 micron ultra-fine crystal particles, and natural New Zealand milk powder cream is added. The sugar is rich in milk aroma, smooth and delicate in taste. High-quality toffee that doesn't stick to your teeth was born.

Will consumers accept this product?

Only market research can provide the answer.

In April 2004, 1,633 target consumers in five cities, Shanghai, Chengdu, Nanchang, Xi'an and Wuhan, accepted a comparative blind test organized by Ye Maozhong Organization. The results showed that the new toffee was the best. eat! Consumers are most likely to buy!

How to position such a good product?

Or is it positioned as a traditional toffee like Oh Oh Milk Candy, focusing on the bulk candy market? Today's bulk candy market has been shrinking sharply, and the sales season is getting shorter and shorter. Moreover, bulk candy relies on a wide range of varieties to win. It is difficult for one or a series of new products to gain a larger market only in bulk form; and Traditional candies have also been transformed into bagged, boxed and other snack foods. The new Oh Oh milk candies must be mainly packaged in bags and take the snack food route.

In order to reflect "high quality - high price", it was finally determined that the new milk candy adopts a mid-to-high-end pricing strategy and is positioned as a mid-to-high-end fashion casual candy, targeting fashionable women aged 15-24 who have certain spending power. As the main target consumer group.

So what is used to support this price? Just because of the high cost, patented technology and delicious taste, consumers may not necessarily buy it.

Ye Maozhong, who had just found a good feeling about the Yake V9 vitamin candy project, came up with three words: create a concept!

At that time, a large number of health product companies such as Shenzhen Neptune were making great efforts to promote "bovine colostrum". With the large number of "bovine colostrum" TV advertisements and a large number of soft articles in newspapers, The article has a lot of hype about "bovine colostrum", and the trend of "bovine colostrum" in the Chinese market is getting higher and higher.

"This concept is worth trying. Let's make colostrum milk candy!" Ye Maozhong spoke again.

Actually, these are all stories before the market research in five cities in April. The concept, product positioning, pricing strategy, etc. of "colostrum" were all designed into that market research. However, the results of the survey disappoint everyone. Not many consumers are willing to pay more for the "colostrum" added to toffee! Other concepts such as adding calcium and vitamin C are also not accepted by consumers. This road of conceptualization will not work!

If there is no new path to take, just take the existing path.

The results of market research have strengthened everyone’s confidence. Consumers believe that to eat toffee, they should have the original flavor, and the stronger the milky flavor, the better. "Pure", "fragrant", "rich", "smooth", "soft" and "tough" are the six most prominent indicators for evaluating a good toffee.

The six indicators of Oh Oh New Milk Candy are second to none, and the product concept and product name can be said at a glance: Oh Oh Almighty Milk Candy!

However, it was the season when health care products were "raging", and "omnipotence" was too easy for people to think of "function"; the 2004 Athens Olympics was also about to be held, and "multiple functions" Words such as "all-around" and "all-around gymnastics" are constantly heard. "Almighty toffee" sounds uncomfortable no matter what.

In a regular communication meeting in May, this issue was placed on the conference table of Ye Maozhong Marketing Planning Agency on the 25th floor of the Suzhou River in Shanghai. Ye Maozhong held his chin with one hand, stared with both eyes, and did not participate in the discussion for a long time. After a moment, the man took off his duckbill hat and broke the silence: "'Almighty toffee' is not good. I think we can consider calling it '360 degree toffee'. Use an abstract '360 degrees' to reflect the all-round concept. And the combination of '360 degree' and toffee is relatively new and different from ordinary candies. It is easier to attract the attention of consumers."

"Okay! 360 degree toffee. !” The audience gave a warm applause.

After further heated discussions at the meeting that day, the new milk candy was finally named: Ohoh 360° Pure Milk Candy.

The product flavors are determined to be two: original flavor (milk flavor) and chocolate flavor, with the original flavor being the main recommendation.

The next thing to consider is packaging design and communication. Both of these tasks are time-consuming and laborious. In order to be on the market before the peak candy consumption season in September, these two tasks must be carried out at the same time.

Product positioning determines the direction of communication, and the target consumer group determines the communication strategy.

How to express "fashion", "high-end" and "leisure", attract the attention of female consumers aged 15-24, and achieve the transition from mid-range brands to mid-range brands?

Celebrity CCTV broadcast!

Ye Maozhong spent an entire afternoon promoting this tried-and-tested and invincible strategy to the decision-makers of Oh Oh.

20 million real money! A tough decision.

——Oh, the company agreed!

So, who should I invite? Should we invite female celebrities or male celebrities?

Yake has invited Zhou Xun, a mainland first-line actress. Oh, it's best to hire someone from Hong Kong and Taiwan. If you hire someone from the Mainland, you have to hire someone more popular than Zhou Xun no matter what. This is everyone's bottom line.

A bunch of names appeared on the candidate list: Zhao Wei, Shu Qi, Ruby Lin, Karen Mok, Fan Bingbing, Simon Yam, Louis Koo, and Zhou Yumin.

Fan Bingbing is not popular enough, PASS.

Mok has so much personality, PASS.

Shu Qi generally said that the overall feeling was not suitable, PASS.

Ruby Lin has made chocolate, PASS.

Zhao Wei is not bad, but it seems that the brands she endorses are too many, too complicated and too confusing, and her popularity has also declined. Overall, she needs further consideration.

Simon Yam’s typical image of a man, his fan group and target consumer group are quite different, PASS.

Louis Koo made chewing gum, PASS.

Zhou Yimin, one of the members of F4, is very popular. His fan group is very consistent with the target consumer group of Oh Oh 360° Pure Milk Candy. At that time, Yoha, a Japanese candy brand that was operating relatively well in Shanghai, was also selling Ask Yan Chengxu, another member of F4, to be the spokesperson. Zhou Yimin is more popular than him, so it is worth considering. However, many people in the mainland only know F4 and do not know Zaizai Zhou Yumin, especially dealers who do not accept it. In general, it also needs further consideration.

As a result of the primary election, the targets were Zhou Yimin and Zhao Wei, one male and one female.

Due to time constraints, there was no further survey of consumers this time, but only a round of survey of dealers. Finally, a result that had been expected for a long time was obtained: Zhao Wei, an absolute majority.

However, Ye Maozhong Agency insists on using male celebrities and insists on using the appeal of male celebrities to target consumer groups to promote targeted consumer groups. As a snack food, consumer approval is the most important, and dealers’ opinions can only be used as a reference.

——Ding Zhou Yumin! Oh Oh Company once again supported Ye Maozhong’s organization’s opinion.

The negotiations with Comi Ruizhi Brokerage Company went relatively smoothly, and the two parties formally signed a cooperation agreement in Hong Kong in May 2004. The cooperation content includes shooting a commercial film, shooting four sets of prints and attending three public relations events.

The commercial was shot in Shanghai in July, and the graphic was also shot.

At the same time, the design work of product packaging is also in full swing. One draft, revised! Second draft, revised! Three drafts, revised! ...went through countless revisions. It was a painful and passionate time.

Paragraphs of meaningful product copy appear on the paper:

“Starting from the moment you turn on Ooh 360°... / In order to make the feeling more pure / Please, try to close your eyes / What awaits you will be / pure, fragrant, rich, smooth, soft and tough / layer after layer of delicious experience / slowly spreading from your mouth to your whole body / everything / seems to be immersed in a kind of innocence Sweet..."

"The beautiful encounter of milk and chocolate/ Purely the first time of acquaintance/ Fragrance is the breath of knowing each other/ Thickness is the longing for separation/ Smoothness is the attachment of love/ Softness is the comfort of companionship / Resilience is the philosophy of getting along / Milk chocolate is the perfect partner of innocence and individuality”

The final plan boldly uses gold on the original packaging, and the “fashionable” and “high-end” positioning is fully realized manifestation.

The bag packaging specifications are determined to be 3, 38g, 108g and 218g. Among them, 108 grams is the main specification and is mainly used in Class A and B supermarkets and store terminals in first and second class cities; 38 grams is mainly used in Class C chain convenience stores and Class D small terminals; while the large size of 218 grams is mainly used in Class A stores. terminal.

In addition, we have still developed bulk specifications and still hope to get a share of the bulk candy market.

The product has been released and the commercial film has been filmed. At this point, Ye Maozhong Agency has basically terminated its cooperation with Oh Oh. The burden of product promotion and market operations falls entirely on the shoulders of Ooh people.

How to effectively promote products to consumers?

Build channels quickly!

As the first link in the channel, dealers must overcome them as soon as possible. After intense preparations, a large-scale investment promotion operation was launched nationwide in late July. Put out TV ads in the CCTV bidding segment, publish print ads in magazines and newspapers, and distribute investment brochures...

Finally, on August 16, 2004, the "Oh Oh 360° Pure Milk Candy New Product Investment Promotion Fair" was held in Shanghai Science and Technology The museum was successfully held. Zai Zai was invited to attend the meeting, and the investment fair was a complete success.

The next step is to let consumers see and try to buy and accept this product.

Beginning in mid-August, in the national primary market and the relatively economically developed secondary market, Oh Oh 360° Pure Milk Candy launched a large-scale marketing campaign that lasted for three months, and distributed More than 10 million packs of new product trial packs were sold. At the same time, the company also planned and carried out the "Oh Oh 360° Action" promotion campaign to interact with consumers.

With the large-scale broadcast of CCTV bidding segment advertisements, advantage column advertisements, satellite TV advertisements and entertainment program advertisements, the ground response of outdoor advertisements such as bus bodies and telephone booths, as well as the "crazy" paving in the national market Market and terminal promotion operations, from mid-August to December 2004, four and a half months, Oh Oh 360° Pure Milk Candy achieved excellent sales performance and was successfully launched!

In the first half of 2005, Ooh 360° pure milk candy continued to triumph. The success of Oh Oh has attracted the attention of a large number of candy companies in China. Yake's "Dita Di", Guanshengyuan's "Younong", Tianwo's "Coffee Moment" and so on have been launched one after another.

How to continue to stay ahead?

In August 2005, before another year of peak candy consumption season, such a problem was once again placed in front of the people of Ooh.

You still have to continue to play the star card well!

"I have a date with Zai Zai" large-scale consumer public relations promotion campaign came into being: from September 1, 2005 to February 28, 2006, consumers purchased "I have a date with Zai Zai" Promotionally packaged Ooh 360° pure milk candy, send the SMS confirmation code in the packaging bag to the designated number, and you will have a chance to get surprises! There will be 2 grand prizes of "Meeting Zai Zai" and 10 commemorative prizes of "Obtaining Zai Zai's True Love Photo Album" every day.

On August 10, promotional packaging products were rolled off the production line.

On August 31, the BBS online interactive platform was launched.

On September 1, the mobile phone text message receiving and sending system began to operate.

On September 5, Zai Zai made a special trip to Shanghai to promote the "I Have a Date with Zai Zai" event.

On September 12, the "Zai Zai's Sweet Words" column was launched on the company's website.

On October 8, the promotional TVC commercial was completed.

On October 20, special tasting packs for promotional activities were sent to the market.

On November 16, TVC TV commercials began to be broadcast in markets across the country.

On February 28, 2006, the number of people who sent text messages to participate in the event exceeded 20,000.

On March 4, Oh Oh Company fulfilled its promise and the "I Have a Date with Zai Zai" consumer meeting was held as scheduled. More than 1,000 consumers met with Zai Zai, and there were climaxes one after another. During the love auction, a bag of Oh Oh 360° pure milk candies signed by Zai Zai sold for a high price of NT$10,000!

......

In the 2005-2006 sales year, the sales volume of Oh Oh 360° Pure Milk Candy continues to be proudly independent!

Thank you fans!

Thank you consumers!

Thank you to all the friends who have worked hard for Oh Oh 360° pure milk candy!

Oh 360°, passion 360°, burn in passion, continue in passion!

From Oh Oh 360 Degrees to Milky Honey to Pure Toffee; from the original Zhou Yimin to the current Ma Tianyu; combining tradition and fashion, constantly injecting new elements into Toffee has become Oh Oh in recent years. Years of consistent pursuit, in recent years, Ooh has been constantly interpreting the road of innovation.

In 2007, Oh Oh and Sunshine Boy Ma Tianyu joined forces to once again integrate fashion and tradition and rename the traditional definition of toffee. ...