凤凰集团品牌创建失败案例

凤凰集团品牌创建失败案例 Case background: Phoenix Group is a famous chicken processing enterprise group in Shandong province. It is one of the largest broiler producing, processing and exporting enterprises in China and the supplier of KFC in china. The Phoenix group grows up through the export processing of large-scale development, don't always want to make the thin else's trousseau, processing fees, and decided their own products say, open up the domestic market! As a result, a dozen market participants know that Phoenix, the first domestic chicken export company in the domestic market, has never known anything from wholesalers to large AK to ordinary consumers. That is, visibility is very low, there is no credibility, salesman everywhere rebuffed, simply do not recognize the Phoenix brand! Thus, executives recognize the importance of the brand, decided to do their own brands, the Phoenix brand out! Oneself can't do brand, how to do? Please analyze. As a result, a university background in Shandong, a non - famous marketing planning company into the Phoenix group. The group decided to take Phoenix as its brand and guide the "chicken" products. Products related to the Phoenix Group and "chicken" many: chicken, is the supermarket freezer that raw chicken and other chicken wings; a semi-finished western style fried chicken wings, Pipa legs, and KFC are the same or similar, eat fried or fried chicken with microwave; semi-finished products (the company's name chicken, chicken balls of gold), and is similar to the product, Louis, fried or microwave can eat; a half finished whole headless chicken suit, usually need to be refrigerated, eat instant microwave heating; pure Chinese style with strong local characteristics and three chicken; there is chicken seasoning, used to fresh, similar to the totole. The leadership of the Phoenix company calls for the planning of the company. The brand name of the Phoenix Group will be "phoenix", and the brand will be launched so that the Phoenix can command all kinds of "chicken" products and bring them into the market. Plans the company plan, takes the chicken essence as the flagship product, lets the chicken essence bring the Phoenix brand. Marketing planning company after careful planning, many products to choose from Phoenix chicken as the main varieties, let the chicken carry the "phoenix" brand banner. That is to say, in the market the first Phoenix chicken to do it, a brand, and then through the various other Phoenix chicken driven by strong sales of chicken products line of product sales. Why do you do that? Marketing planning company gives a reason: the chicken is chicken essence, so the essence of representative Phoenix brand as it should be, in order to represent the essence of Phoenix brand connotation as well as related good association: for example, delicious, nutrition and even enjoy. This conclusion is not turned out, but there is a scientific basis, marketing company elaborated: chicken chicken in the Phoenix Group chicken industry chain of the most high-end. The main components of the chicken is cut into minced meat, meatballs and intestinal, finally in the production process is the most complex scientific and technological content of products is chicken! Chicken essence comes from chicken, which comes from chicken but higher than chicken! Is the essence. Therefore, chicken essence is the most representative of "phoenix" brand connotation of the product! Fully deserve～ It has been successful and will surely shine the brand's splendor on other products of phoenix. It's a scientific choice! In this scheme, two opposite evaluation of the Phoenix Group inside: one side believes that the plan is scientific, on the basis of chicken, although the company's new product, since the company's determination, chicken can do, once the Phoenix brand chicken, will have a leading role to the other chicken products. The other side expressed doubts, that the main chicken to do, even if it is done, because the relevance of chicken products and poor, the Phoenix brand will not be how much sales of chicken products driven. Besides, chicken essence is not the main product of Phoenix compared to chicken series. What can carry Phoenix chicken which is right and which is wrong, brand banner? Comment: There is nothing wrong with playing the brand and talking about science, when two kinds of science can be used as the basis, Identify the science that you should trust in a marketing field. The scientific disciplines that play a major role in different fields are different. In the field of marketing, consumer cognition plays a major role and marketers' ideas do not replace consumer perceptions. That is to say, any work needs to be done with respect to consumer perceptions. Moreover, marketing is from the outside to the inside, and then from the inside out thinking, marketing work should be more at the consumer, the angle of competition to consider problems, most avoid subjective assumptions. This case is wrong after all methods of thinking on marketing mistakes, results, blinders, science, but has made mistakes in marketing. Below, specific analysis: First, chicken and chicken are not associated with the strong, can not drive. There have been different responses from insiders, and they are quite right. In the minds of consumers, the concept of chicken essence and chicken is far apart, and the correlation is poor. Mention of a chicken, consumers will put it into the "spice" the concept of the drawer, and put it with fresh seasoning monosodium glutamate, is out of the competition, reaction product is totole, Kellogg, Hodge, beautiful, nothing to do with the chicken, chicken and other chicken products by category. How to drive it? The planner sees the reason as "chicken spirits are at the very end of the Phoenix chicken industry chain" and "the last product on the production process", which consumers do not know and are not interested in knowing. Therefore, the planners hope that the association will never happen, and the result, even if the Phoenix brand chicken cooked up, but also limited to chicken essence, want chicken to drive chicken, almost delusional. Branding is the consumer's perception that our job is in the consumer's mind. All thoughts of planners should be achieved through the mind and action of consumers, the brand planning planners wishful thinking, science hold not to put, forget the more important scientific law at work here. In marketing, in communication with consumers, is to adapt and use, not confrontation and ignorance. Do not respect the cognitive rules of consumers is marketing taboo. Second, to take the main secondary to small, weak strong, far away. Naturally formed from enterprise positioning and development strategy, the Phoenix Group started from chicken processing, in Shandong, in Liaocheng, know the Phoenix group who know that he is a chicken processing enterprises instead of chicken production enterprises, and it is still the main industry group, a variety of cooked chicken products, rather than chicken. In the second zone, small strong to weak, so that no kidding what kind of two. Put the ready-made consumer mind in the cognitive, do not have to come back, I do not know the ignorance of fearless, or Phoenix is too rich, specifically selected highly difficult to do. Phoenix's series of chicken products, whether in the dealer's use, or in the terminal terminal display is coincident or similar. In other words, in the promotion of channels and terminal links, the Phoenix series of chicken products can form mutual support and leveraging, sharing of resources. The chicken in the Phoenix family is more like a stranger, do not touch each other with the Polish chicken products, also don't expect to drive the chicken chicken. Third, the chicken industry of the national brand has been formed, but the chicken processing industry brand concentration is not high enough, want to first in the chicken industry to do ring brand, is easy to find. Many brands have the chicken, totole, Kellogg, Hodge, beautiful etc.. Survey housewives, they are most familiar with these brands, and Phoenix chicken is late, and chicken is a difficult differentiation products. In many categories of chicken products in some weak competition, competition means, brand awareness has not yet emerged, such as frozen goods; some show the regional brand, the brand is not much, such as a variety of vacuum packed cooked chicken whole. Phoenix's products have many potential advantages in these areas. For example, the Phoenix Group Western chilled chicken is the original varieties, both with Braised Chicken, Dezhou Style phase segment, but also highlight the core technology of the Phoenix Phoenix again; "three smoked chicken" is very distinctive, very popular in natural sales, to adapt to the world wide, has a strong product strength; also, the "Golden Phoenix" chicken in aroma type than competing products have the advantage. Therefore, the Phoenix Group in many categories of chicken in the ring, the brand is far greater than the opportunity to chicken. From the actual point of view of the Phoenix Group, the market base of chicken products is much stronger than chicken essence, and chicken essence from production to the market, the work is from scratch. Choose what to do flagship product, brand should be self-evident. Facts speak for themselves. Three years later, we have not seen in the country under the banner of Phoenix chicken, led by what brand sounds, but also did not find Phoenix chicken, Phoenix chicken products for the market to make contributions. Only the first Phoenix brand with the Phoenix Group chicken in one category a grow up, is the most practical and most brand growth driving force, while the chicken lean to bear.