Market research case analysis report

Before determining the marketing plan, case analysis should be made to avoid making unrealistic predictions. Then the following is a case study of marketing research I have compiled. Come and have a look with me, I hope it will help.

Case study of marketing research —— Huang Taiji: From "pancake fruit" to "takeaway", what has it become in three years?

The time is fixed in July of 20 12.

Huang Taiji, a white-collar worker, opened his first pancake fruit shop in a remote place on the first floor of Building 1 12, SOHO West Zone, Jianwai, Beijing.

There are two reasons for choosing a poor location: one is cheap rent, and the other is online drainage. Huang Taiji, who hopes to deconstruct the dining scene with Internet tools, has embarked on a journey of entrepreneurship.

Internet catering outlets, coupled with the extraordinary efforts of He Chang, the founder of Huang Taiji, who was born in the Internet industry, made Huang Taiji's "pancake fruit" popular all over the country in just a few months, which made many traditional catering brands rooted in the catering industry stunned.

Although Huang Taiji's success is short-lived, his innovation in marketing mode and Internet has brought great impact to the traditional catering industry, especially after the introduction of "National Eight Articles", the traditional catering industry has been struggling in recent years. Later, the famous carved beef brisket and western young master once again shocked the traditional catering industry.

From dismissing, to paying attention to, researching and applying the Internet, traditional catering people even look around for "panacea" and actively seek the entrance of the Internet. The competition in the catering industry quickly shifted from offline to online, and gradually moved towards three-dimensional competition.

The catering industry has taken the initiative to change, which has heated up the group buying platforms such as public comment and Meituan, and also heated up Baidu takeaway, hungry, word of mouth and Meituan takeaway. In the era of mobile Internet, Huang Taiji, who was gradually quiet, attacked again, erected the banner of "takeaway" and favored a blog with capital.

Pancakes rolled with crispy fried dough sticks

From "Stall" to "Elegant Hall"

20 12, China's internet industry is being rewritten by Sina. A self-media platform called "Weibo" subverted China, and everyone flocked to it.

This peer-to-peer open model has great interactive marketing value and pushed Weibo to the peak.

Huang Taiji's rapid rise in the Weibo era lies in He Chang's work experience, which gives him a precise grasp of the development trend of the Internet industry, as well as his mastery of advertising design and familiarity with marketing, and gives him the opportunity to interact with consumers in a creative way with the help of new media platforms.

Novel restaurant design, continuous topic creation, and of course a lot of hype: aliens, beautiful cars, Tesla ... step by step to bring consumers into the whirlpool center of public opinion.

No matter under the banner of fun, combined with cross-border activities, or catching hot spots, He Chang has successfully ignited various topics and novel techniques, allowing fans to automatically forward them on Weibo. He Chang took the lead in interacting with every fan who left a message ... It became a reality that pancake fruit entered the "beautiful restaurant" from the "stall", and Huang Taiji's brand awareness became famous in China.

From product matrix to brand matrix

Huang taiji deduced a fairy tale: it took Huang taiji only two years to start from "pancake fruit" to the layout of diversified brand matrix.

This is of course a legend like God! Let's put aside those extremely fancy and fried marketing techniques and re-examine its brand strategy.

"Pancake Fruit" is Huang Taiji's strategic single product, which undertakes product function and brand function, attracts capital investment with innovative Internet marketing, and quickly brands.

From the perspective of its own development needs and market diversification, Huang Taiji began to build a product matrix around pancake fruit: pork belly rolls, flavor burritos, bean curd, soybean milk, fried dough sticks, homemade secret meat, cold noodles, gravy, lotus root pork bone soup, pumpkin soup, covered Shi Su Potang, mala Tang, etc., which can be described as various ups and downs to cope with the function and profit limitation of a single product.

It is difficult for a small shop of about 20 square meters to carry such a three-dimensional product layout, and the consumer experience is poor. Compared with McDonald's employees' business volume of 5 orders per hour, Huang Taiji employees can only achieve 0.7 orders per hour.

The huge gap must have surprised He Chang to keep his mouth shut.

The key is that Huang taiji's ambition of rapid expansion is not here.

He Chang began to throw away the target McDonald's and shouted Belle to stop shooting, in order to gain the favor of capital for multi-brand management under diversified categories.

As a result, Huang taiji used the model similar to Belle as an excuse to rapidly diversify and wanted to eliminate the crowd in the business circle in the form of brand encirclement.

From 2065438 to June 2004, many sub-brands of Hechang filled every corner of the business circle: Zongzi Dumpling House, "Dahuangkuang" hot pot with Sichuan and Chongqing flavor, Mr. Niu Dun who specializes in stews, and the myth of "called Hua Duck" and "Happy Little maocai" continued, and in just over a year, more than 40 brands were developed in chain.

The tide receded and we didn't know who was swimming naked. A few months later, the catering form changed suddenly and the investment fever gradually cooled down. Huang taiji also embarked on the road of closing the store.

Not contrary to expectations, but everything has its essence and development law, and catering is no exception. Providing food for human beings is the essential requirement of catering, and the first iron law of food is "delicious".

Huang taiji, who cut into catering with the internet and succeeded quickly, seems to have ignored this common sense, perhaps unintentionally, or perhaps because of his incompetence: Huang taiji, under the banner of productism, did not seriously study how to make up for his shortcomings in products, but continued to soar on his own communication board.

The longer the long board, the shorter the short board. Huang taiji, whose popularity is getting higher and higher, makes people have higher and higher psychological expectations for his products. However, the result is that customers are unwilling to pay the bill next time, and Huang Taiji slowly falls from the peak to the bottom.

On the day when Huang Taiji announced his participation in the "takeaway", he announced that he would completely step down from the altar.

He Chang can't understand the "multi-brand matrix"

Dilemma under the situation

"I really lost." He Chang has publicly admitted that the former Huang Taiji has become a thing of the past.

Huang taiji, who is under the banner of productism, can't achieve the ultimate product, but more is to shape concepts and hype, and is labeled as over-marketing, which is difficult to extricate himself.

But this alone is not enough to bring down the internet pancake fruit king, Huang Taiji with a lot of financial support, and some products that enhance time and strength.

Unfortunately, we have embarked on the road of multi-brand operation at this time. As a new catering brand, it is a good strategy to focus on one category to break the competition, and Huang Taiji can also achieve brand growth quickly.

And consumers' cognition of Huang Taiji is precisely based on the category of pancake fruit. The operation of multiple brands makes consumers at a loss, which greatly dilutes the brand cognition that Huang Taiji has worked so hard to establish.

Judging from the expansion of Huang Taiji, multi-brand strategy has a strong robber logic, which may be Huang Taiji's helpless choice to pursue capital. The logic is correct, but the timing may be wrong. In terms of profitability, the more stores opened, the higher the marginal cost. However, the rapid direct leap forward and the slow withdrawal of funds simply can't keep up with the pace of opening stores.

He Chang has been chanting, "product = manufacturing+cognition". The fact is that Huang Taiji's dazzling marketing tells us that it has been talking about cognition beyond product manufacturing. Consumers are not fools, they will pay for your marketing idea in the short term, but in the long term?

If the efficiency of a single store is effectively combined with the speed of scale development, perhaps Huang Taiji will not fall so quickly. There is nothing wrong with the platform strategy under the banner of productism, but if you just play with the concept blindly, consumers will definitely abandon you.

Platform strategy:

Where is the "Huang Taiji Takeaway" going?

20 15, 10, Huang taiji, who had been silent for several months, suddenly announced that he had obtained a series B financing of10.8 billion yuan. Once again, it was pushed to the forefront by public opinion, but this time it was completely unrecognizable and completely different from the past.

This rebirth, Huang Taiji saw his own product shortcomings, and chose to join hands with product producers to build a catering take-out platform: opening the central kitchen-attracting brand catering products to cooperate-processing semi-finished products of various brands in Huang Taiji's central kitchen-centralized distribution from central kitchen factory stores.

The logic behind this model with the supply chain as the entrance is still to change the high-cost structure of the catering industry: take-away food delivery removes the biggest link in the traditional catering cost structure-the restaurant scene, takes the products of Chinese food brand enterprises as the core, forms a centralized production model of the factory, and uses Huang Taiji's self-built distribution team to deliver it quickly within 30 minutes within 3 kilometers.

Compared with Baidu and Meituan take-out, Huang Taiji take-out is innovative in mode. Baidu, Meituan and other takeaways are inefficient in quality control and distribution of cooperative catering enterprises, which can not solve the problem of high cost of catering enterprises' scenes, and the scenes are still in the process of mobilization.

Huang taiji model hopes to hit this pain point: brand catering enterprises are responsible for solving quality and taste problems, and Huang taiji is responsible for solving sales and distribution problems. Although they are all making incremental changes for restaurants, what Huang Taiji wants to do is to really make use of the surplus capacity of catering, and Baidu takeaway will compete with customers who eat in restaurants.

Theoretically, He Chang, who is good at discovering opportunities, has found a way out of the market. At present, many brands have joined Huang Taiji's take-out platform, such as traditional breakfast and dinner brands "Jing Ya" and "Singapore Mom Baked Bags" ... Huang Taiji's take-out has also reached cooperation with Baidu take-out, Hungry, Meituan take-out and Word of Mouth, and borrowed their platform resources to form a three-dimensional entrance.

However, another difficulty lies ahead of He Chang. Can He Chang, who is good at conceptual thinking, master the high cost and high efficiency requirements of the distribution team and the highly systematic and refined operation system required by logistics management? If he is incompetent, have you found a cooperative team that can complement him?

Everything will stand the test of time ... but no matter what the future holds, the innovative spirit of He Chang and Huang Taiji is still worth learning.

In uncertain times, we need to make changes.

Market research case analysis two small samples of lactate, light exercise is not good.

From 2065438 to February 2005, Sequoia Capital invested 200 million yuan in Haocaitou Group, the parent company of sample lactic acid, to help the lottery. In June of the same year, 5438+065438+ 10, a new lactic acid product was launched, and a large-scale and high-intensity high-altitude publicity was carried out. Two spokesmen, Wang He and Jerry, were named after the popular program "Burning Boy" of Zhejiang Satellite TV and China Badminton League. The recognition of brand products has been rapidly enlarged, but there is still a certain distance from the best-selling market of products.

In consumers' buying behavior, there is a psychological thinking mode of "thinking according to demand, thinking according to category and expressing according to brand". In other words, when consumers buy any product, they trigger the purchase behavior based on demand. If the consumer is thirsty, it is a physiological need. At this time, consumers need products to quench their thirst. After that, consumers will think about the category and see what category they want to solve the thirst problem. Therefore, demand is the fundamental driving force for the best-selling market of products. Only products with obvious consumer demand can sell well in the market. At present, lactic acid samples have strategic mistakes in consumer demand insight.

Light exercise, false concept, false demand

In brand communication, sample lactic acid defines the value of products as light exercise, but light exercise is not the real consumer demand. Although there are many products with the concept of "light" on the market, such as light and luxury, why is the concept of light and luxury established?

First, luxury goods have "expensive" value in consumers' mental cognition. This kind of value concept is clear and concrete, and it is the expression of high price. And "luxury" consumers will understand the concept of high price through luxury products, which are relatively cheap. It is based on the cognition of value.

Second, the products that advocate luxury have reached the level of luxury in quality, but the price is far lower than luxury. But only some consumers can't afford real big brand luxury goods, so luxury meets this demand.

However, it is not just "lightness" that creates new concepts. Sample lactic acid created the concept of "light exercise" and put forward the value of "better drinking, better quenching thirst and happier", which was wrong in cognitive value, demand value and communication effect.

From the perspective of cognitive value, light sports consumers have no conceptual cognition. Light sports is a creative concept, which easily causes consumers to associate with "light and heavy sports". However, consumers have no clear cognitive difference between heavy exercise and light exercise, and light exercise has no intuitive value.

From the perspective of demand value, light exercise has no consumption value. As a kind of sports drink to quench thirst, the focus of consumers' consumption of sports drinks is not whether the drink is heavy or light. The core of consumers' concern is whether this drink can quickly meet the energy needed by the body after exercise and achieve the effect of quenching thirst. Small samples of lactic acid put forward the value point of "small samples of lactic acid, light exercise is better to drink, light exercise is more thirst-quenching and light exercise is happier" in the spread, which failed to grasp the pain points of consumers.

First of all, the value of good drink is not unique. Good taste is the first basic value of drinks, and all drinks must be good. Bad drinks have lost their qualifications as drinks. And happiness is not the only value. Almost all leisure drinks highlight happy personality in brand tonality.

Secondly, consumers can't perceive and experience whether the "light exercise to quench thirst" demanded by sample lactate is really more thirst-quenching than other sports drinks. Because on the issue of quenching thirst, any drink that can quench thirst can be satisfied when consumers are thirsty. However, sports drinks themselves have been distinguished in the category of drinks, based on the property of quenching thirst through exercise. Compared with their drinks, sports drinks are more effective in quenching thirst. However, lactic acid samples have abruptly compared their products and sports drinks to "who can quench their thirst better" and have entered the stage of excessive differentiation. From the perspective of cognition and experience, consumers cannot perceive the value of light exercise.

Finally, consumers do not have the mental consciousness of "light exercise is more thirst-quenching". As a creative concept, light sports itself needs education. However, whether light exercise can quench thirst is mentally unfounded, unreliable and cognitive.

Judging from the communication effect, the multi-concept education market is very difficult. The sample lactate forms a multi-layer value in the product value. First, sample lactic acid is a light sports drink, which is the first layer of value, and establishes a unified value concept for sample lactic acid. Secondly, taking the sample lactate as a light sports drink, the establishment of a light drink has the multi-layer value of "better drinking, better quenching thirst and happier". Based on the analysis of cognition and demand, these values belong to the internal thinking and summary of enterprises, and there is no potential cognitive grafting in consumers' minds. This multi-level value dissemination, in today's Internet age, in the explosive and fragmented media environment, market education is extremely difficult.

So, how should lactate samples incite consumer demand and detonate the market?

Create a new category "fermented sports drinks"

Lactic acid samples, as a new category of sports drinks, insight into consumer demand is the basis for detonating the market. As a sports drink, the product naming of sample lactate distinguishes this product from other sports drinks such as Pepsi Power, Danone Pulse and Coca-Cola Hydromusic, highlighting its own differences. This significant difference is the key point for the sample lactic acid to detonate the market demand, but the sample does not amplify this unique value.

At present, the main components of sports drinks are vitamins+fruit pulp (essence)+edible salt. For example, the main components of Pepsi Power are vitamin C+ vitamin B6+ essence+edible salt; The main components of Coca-Cola Shuile are vitamin C+ vitamin B6+ fructose+edible salt (sodium chloride); The main components of Danone pulse are vitamin C+ vitamin B6+ vitamin B 12+ juice. It can be seen that the current sports drinks inject energy into athletes through vitamins and edible salt, and enhance the taste of the products through fruit pulp. As for the lactate of the sample, it can be seen from the class name that "lactic acid+salt" is its main component, but it is difficult for us to see what lactic acid and salt are from the high-altitude spread of the sample.

By studying the composition table of lactate, we can see that lactate contains vitamins like other sports drinks, and unique "fermented lactic acid bacteria" and "Australian snow salt" are added to the composition. Australian snow salt has the same value as other sports drinks containing edible salt, and there is no uniqueness. However, fermented lactic acid bacteria is a unique ingredient that other sports drinks do not have.

Therefore, the sample lactate should enlarge the uniqueness of "fermented lactic acid bacteria" and create a new category of "fermented sports drinks" based on the fermentation process of fermented lactic acid bacteria itself. According to the concept that fermentation is easy to digest and absorb, the value of "fermenting sports drinks to quench thirst faster" is put forward!

Fermented sports drinks,

Category demand is large and attention is high.

From the perspective of consumers' cognition and demand, the first cognition of "fermented sports drinks" is not a new word, but a new category differentiated from sports drinks based on fermentation technology. Consumers' cognition is familiar and universal. Moreover, from the perspective of source consumer groups, sports drinks are aimed at sports people. Sports people are a very health-oriented group. These teams have rich knowledge of fermentation technology. The second demand is fermented sports drinks, which meets the needs of consumers in pursuing a healthy diet. In recent years, popular fermented products, such as fermented drinks popular in Japan and South Korea, normal-temperature yogurt popular in dairy industry, and lactic acid bacteria drinks popular in breakfast market all year round, are based on the healthy value of fermentation technology to promote body elimination and detonate the market. In addition, fermented sports drinks, as a new category of cross-border drinks, meet the value of consumers' freshness and novelty, easily attract consumers' attention and stimulate consumer demand. Therefore, lactic acid-like fermented sports drinks are more in line with consumer demand trends.

From the point of view of competition, there are no sour sports drinks on the market at present, and the samples have obvious mental preconceptions as pioneers. From the perspective of Haocaitou's parent company Haocaitou Enterprise, the innovative products before Haocaitou, such as small sample acid Q sugar and small sample lactic acid, are all fermented products, which have advantages in production technology and raw materials. In addition, with the help of Hongbin Capital, sample lactic acid has the capital advantage of quickly seizing the value of fermentation attributes and creating fermented sports drinks.

To sum up, there is more market demand for lactate samples to create "fermented sports drinks". Samples should focus on spreading the value of "sample lactic acid, fermenting sports drinks, quenching thirst faster", and vigorously publicize the strains and content of fermented lactic acid bacteria in fermented sports drinks to support the concept of fermentation, make samples stand out from many sports drinks, stimulate consumers' demand for the concept of fermented health, and detonate the market. This is a strategic opportunity for a good lottery company to set foot in the beverage market and seek tens of billions of items.

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