Case analysis of advertising marketing communication

Case analysis is aimed at improving marketing efficiency and based on certain theoretical principles. To this end, I will sort out the case analysis of advertising marketing communication for you. Please refer to.

Case study of advertising marketing communication: Fick: live a wonderful life

Brand background: the traditional sports industry has turned to the field of fashion and leisure.

In March, Coffey International Holdings Limited was successfully listed on the main board of the Hong Kong Stock Exchange. Its business scope includes Coffey and Flack's brand sales, export OEM business sales, exclusive sales and inventory resale and repurchase. At present, Coffey Group operates a leisure clothing brand Fleck for first-and second-tier cities and a leisure sportswear brand Coffey for third-and fourth-tier cities.

Flack is defined as an American brand, and with the power of innovation and change, it is constantly moving towards higher and further brand goals.

Brand proposition: keep wonderful (live wonderful)

Free lifestyle+pursuit of wonderful life attitude

FLYKE, an American leisure brand advocating freedom consciousness and challenging spirit, is rooted in the soil full of free culture in the United States. The multiculturalism of American history has given FLYKE a deeper brand connotation. Actively explore freedom and dreams, live a wonderful life, and gradually become the eternal soul of FLYKE. From the openness and freedom formed by the pioneering spirit in the west to the sunny and comfortable west coast customs, FLYKE has been created. Natural, simple and comfortable? Dress style.

FLYKE has been boldly exploring the development of American fashion clothing culture with a liberal fashion attitude, constantly striving for innovation and profoundly interpreting the free and unrestrained American fashion spirit. FLYKE, which is rooted in the soil of advocating success and heroism, is doomed to have a fearless, aggressive and self-challenging spirit, and it is this spirit that keeps the FLYKE brand accurately positioned in American culture and deeply insight into cutting-edge fashion.

American fashion pursues a kind of physical and mental relaxation, without any deliberate and affectation, which is also the spiritual pursuit and dress demand of most people in the contemporary world. FLYKE has always focused on the aesthetics of dress, and tends to emphasize a spirit of leisure, simplicity, elegance and comfort, and strives to be casual and concise, striving to achieve the unity of style and the dream of being loyal to the brand. ? Minimalism and a sense of modern city? It is the highest criterion of FLYKE design, and it is also the popular trend today. FLYKE's greatest wish is to describe the era of different cultures and lifestyles in the United States in a more avant-garde, fashionable and casual way, present a clean and perfect image in relaxed and casual language, and create a comfortable and pleasant dressing attitude.

FLYKE targets the urban elite aged 25-35. According to FLYKE, young people living in cities will react to brand design because their lives and needs are very similar. They need freedom, self and comfortable life, as well as natural, simple and comfortable daily wear.

Brand image:

American style is original,

Simple? Minus sign? Outstanding

People who like FLYKE will definitely agree with what FLYKE advocates? Free. Free? American leisure culture, mature, confident and independent consumers often pay attention to the pursuit of quality life and have a self-understanding of the true meaning of life.

Just like anyone doing anything, when choosing clothes, they are always looking for the one that suits them best, considering the fit between the brand or clothes and themselves and when to wear them. Where do you wear it? And all this, FLYKE will be their best choice, because FLYKE can meet their dual requirements for fashion appearance and inner temperament.

FLYKE knows and understands the essence of American style. In FLYKE's view, the essence of American style has the characteristics of internationalization. Just like new york, it is not a typical American city, but a typical international city. The same is true of London, Paris or Milan. People living in these cities will respond to excellent design because their lives and needs are very similar. No matter where modern people live, they all have their universality and need the beauty and excitement in life!

Concluding remarks

The baptism of American costume culture nourished FLYKE? Natural, concise and comfortable? Unique leisure style. This is not only the pursuit of modern young people, but also the essence of American leisure style. For this reason, the classic American leisure brand FLYKE, which is very representative and leads the leisure trend, interprets its dynamic deep blue brand LOGO as a free fashion spirit, emitting a young and casual American style.

Comments:

Clothing is the embodiment of a state of mind.

As a clothing brand, the premise of accurate positioning first depends on the understanding and interpretation of a fashion, which is related to the brand's own market vitality. There are many brands of men's clothing, but each brand has its own connotation? Brand spirit? It can accurately grasp a state and actually grasp the consumption insight according to everyone's different state in life. The collision between American culture and China culture lies in people's different living systems and completely different released states. At the beginning of China's reform and opening up 30 years ago, with the French fashion designer Pierre Cardin introducing this brand to China, the clothing culture led the spirit of China people and made China people right? Trademark? Or? Brand? The meaning seems to be more than just a small piece of cloth under the collar of a dress. By FLYKE brand? Free lifestyle+chasing wonderful attitude towards life? , coincides with the current state of the times in China, and pursues self-promotion and spiritual release among many clothing brands. It is not difficult to see that the planning and construction of FLYKE brand is insightful in studying the market.

Case Analysis of Advertising Marketing Communication Part II Head & Shoulders: New Interactive Communication of PPTV Premier League Power

Head & Shoulders Power School is very popular. On this basis, what we should consider is how to further extend the brand promotion route and effectively strengthen the image and status of the brand strength school.

marketing goal

The strong exposure of Head & Shoulders products has enabled the brand concept of the strength school to effectively penetrate into the target consumer groups.

target audience

Most consumers who buy Head & Shoulders are white-collar workers and students. The consumer groups set by P&G for Head & Shoulders are mostly urban youths to satisfy their psychology of pursuing fashion.

Analysis of regional characteristics of consumers: Head & Shoulders occupies a major market position throughout the country.

execution time

April 26th to June 30th.

Creative expression

As a strong sports platform, PPTV launched two major sports events, the Premier League and the World Cup Budget Competition, during the promotion period. The audiences of the two major football events are very consistent with the brand audiences. In addition, the passion, victory and other elements of the football match itself are exactly the same as the strength concept, which is more conducive to the export and penetration of the brand concept.

Communication strategy

Through insight into the football watching and social psychology of fans. By using a language that is close to the acceptance of the user community? Strength? 、? Bitter talk? 、? Begging for death? Communication content that touches users' psychology, etc. To stimulate the attention and discussion of Head & Shoulders strength school.

Create an event-oriented and creative interaction as the highlight? Head & Shoulders-Premier League Strength? .

Execution process

Binding the two major events to open creative advertising, organically combining the concept of strength with the form of advertising.

Creative advertising forms: pc-side Premier League games-situational advertising, interactive quiz, crazy patch.

Three-terminal hard and wide orientation: all-platform Premier League matches+World Cup preliminaries patch release, web page+customer homepage, client-side movies, variety shows, sports channels hard and wide release, iPhone focus map+entrepreneurial big picture high exposure presentation.

Effect summary

Total page views PV16159913875.

Click 8 2 17 458 for the total number of clicks.

Comments:

Head & Shoulders, as an international dandruff care brand, has been leading the trend of scalp care. Head & Shoulders PPTV Premier League Power School's brand-new interactive communication scheme adopts the dual combination of sports power school and dandruff power school, and puts creative advertisements in two major competitions, which is close to the main appeal target of Head & Shoulders: young, confident and fashionable men, and highlights the brand proposition of Head & Shoulders Dandruff Power School.

It is worth mentioning that PPTV, as a strong sports platform, during the promotion period, the heavy sports events on the line were the Premier League and the World Cup Budget Competition, and the audiences of the two major football events were very consistent with the brand audiences. Premier League is the most competitive stage, and the strength competition of players echoes the strength of brand dandruff.

David? Ogilvy once mentioned in his book that an excellent advertising work is a work that sells its products without attracting public attention. At present, Head & Shoulders still lacks in transforming advertising influence into market purchasing power. Facing a strong competitor? Dandruff removal, as promised? Head & Shoulders has a long way to go, how to further extend the brand promotion route and form an effective market purchasing power.

? Chengsai

Head & Shoulders, as a well-known brand in China, has a certain market and consumption base. It is very important to give the target group what it wants after positioning it and spreading it. This case combines the Premier League events as the carrier, and then carries out a series of communication infiltration and display, which should achieve the established effect and expected goal of communication.

? European Sect

Case Analysis of Advertising Marketing Communication Part III Zhou Heiya: Transformation? Tide brand? duck

Tell God: Zhou Heiya.

Advertising Agency: Jin Huitong Creative Marketing Agency Group

Does it still belong to the category of leisure pot-stewed dishes? Selling products? On the stage, Zhou Heiya met Jin Huitong, who is good at integrating and innovating to solve problems, and tailored it for Zhou Heiya? Entertainment food brand? Development strategy, jumping out of the category to be a brand, let Zhou Heiya stand out from the traditional Lufthansa category, from perfection? Taste temptation? , into a full range of charm, so that Zhou Heiya brand image in the national market quickly blew the Zhou Heiya brand storm.

There is such a maverick duck, full of entertainment spirit and trend. Play with it, be fashionable with it, share with it and make friends with it, and you will be happier.

Is it? Entertainment food brand? Zhou Heiya.

65438+February, still staying in leisure marinated vegetables? Selling products? On the stage, Zhou Heiya met Jin Huitong, who is good at integrating and innovating to solve problems, and tailored it for Zhou Heiya? Entertainment food brand? Development strategy, jumping out of the category to be a brand, let Zhou Heiya stand out from the traditional Lufthansa category, from perfection? Taste temptation? , into a full range of charm, so that Zhou Heiya brand image in the national market quickly blew the Zhou Heiya brand storm.

Question: Zhou Heiya's brand dilemma

Zhou Heiya was founded in 1997. After more than ten years of development, it has become a braised duck brand with certain brand awareness and market influence in Wuhan market. However, with the development of the market, the problems encountered by brands come one after another:

Many imitators follow suit: Zhou Heiya's influence in Wuhan market, coupled with the low threshold of braised duck food, leads to many imitators in the market, and consumers can't tell the true and false Zhou Heiya, which makes the market in Hubei, especially Wuhan, mixed? Zhou Heiya? In the competition, it has a certain market impact on Zhou Heiya;

Competition is becoming increasingly fierce: with the development of the luwei market, more brands are participating in the market competition, and many competitors such as Jiujiu Duck, Juewei and Huang are constantly expanding the market and eyeing the dominance of the industry;

Weak brand power: Although Zhou Heiya stores have certain profitability, they rely more on superior products to compete. Brand and store image are traditional, brand power cannot be displayed, consumers can't listen with their minds, and they lack the exclusiveness of market competition.

Weak brand expansion: With the continuous improvement of Wuhan market saturation, Zhou Heiya began to test the expansion of the market outside the province, but Luwei's traditional brand image did not form a clear distinction with other competitors, resulting in weak market expansion outside the province;

Zhou Heiya stands at the critical crossroads of brand development. How can Zhou Heiya brand get out of the development dilemma and achieve brand breakthrough?

Breaking the game: jumping out of the category to be a brand

Brand breakthrough and continuous leading edge often belong to forward-looking discoverers. From the commercial law, great vision can make a great brand! The success of IBM and Apple confirms this.

In order to achieve brand breakthrough, long-term sustainable development and maintain the leading edge, Zhou Heiya must have a deep insight into the development and evolution trend of categories and take forward-looking and targeted measures strategically! So as to implement differentiated brand strategy and shape strong brand power.

Based on the in-depth analysis of categories and markets, after several rounds of discussions, the project team of Jin Huitong decisively proposed? Jump out of the category to be a brand? The strategic thinking is: based on the in-depth insight into the development trend of the category, take targeted strategic measures to obtain the competitive advantage of the category; At the same time, focus on building their own brands, so that consumers are more willing to get close to Zhou Heiya emotionally and gain brand competitive advantage.

Originated from category, higher than category.

From the perspective of category development, duck leisure food category has completed the first format transformation: table food? Snacks; At present, there are two positioning formats in the market. Brands positioned as snack foods, such as Juewei and Jiujiu Duck, including Zhou Heiya, have achieved rapid development in market share and brand influence.

The leisure food format model broadens the consumption groups and purchase motives of traditional catering formats and promotes the rapid development of many brands in the industry. Today's Zhou Heiya is on the same starting line as the competing brands. To stay ahead of competitors, we must have a deep insight into the next development trend of this category.

What kind of trend will the category develop towards?

Strategy: build? Entertainment food brand?

Consumers are the driving force behind the promotion of category upgrading, and the essence of insight into categories lies in insight into consumers.

The main consumers of duck meat snack food are young people (currently post-80s and post-90s). These groups are the most valuable consumer groups in growth.

In this world, everything can be deconstructed, and everyone can ridicule and be full of self-mockery. Entertainment to death? s，？ Entertainment? It is the biggest brand for young people in this era.

What are the consumption characteristics of post-80s and post-90s consumer groups? The close combination of entertainment spirit and consumption behavior. This kind? Entertainment spirit and consumer behavior are closely combined? What are the characteristics of consumer behavior that promote major industries? Entertainment? Trend development.

The era of entertainment economy has arrived!

If the brand of duck leisure food really wants to gain the recognition of consumers, it must fully meet their needs. Entertainment spirit? Characteristics of consumer behavior;

From the perspective of category attributes, the so-called leisure food is actually the food that people eat during leisure and rest. From the marketing point of view, the main selling point of snack food lies in its unique delicacy, the beautiful leisure experience it brings to consumers and the time it enjoys.

Snacks, right? Eat fun food? .

The core essence of snack food lies in satisfying consumers' desire for words, and more importantly, satisfying consumers? Entertainment? Spiritual needs, which is why snack food brands such as Xerox, Snickers and Mentos try their best to adopt them. Entertainment marketing? The root cause of meeting consumer demand.

After in-depth insight into the attributes of consumers and categories, we can foresee:

In the era of entertainment economy, driven by the characteristics of consumer groups, the categories of duck leisure food will surely move towards? Fashion entertainment? Development trend.

There is no real duck snack food industry at present? Entertainment and food? Is the brand, whether it is long-lasting, tasteless, Liao Ji or yellow, still there? Selling products? Level.

Then, who will build what consumers can really perceive first? Entertainment food brand? Who can get the first chance? This is the opportunity for Zhou Heiya to differentiate its competitive products and realize its leading competitive advantage.

Zhou Heiya? Jump out of the category to be a brand? Strategic move? Build? Entertainment food brand? !

This is the strategic choice that is most in line with the development trend of Zhou Heiya's own genes!

Zhou Heiya will closely focus on the major consumer groups to create a brand of entertainment and food, which will be obviously different from the existing similar brands. It will upgrade from product attraction to brand attraction, thus comprehensively enhancing consumer loyalty and brand added value.

Transformation: the perfect interpretation of entertainment brand

? Entertainment food brand? It defines a clear strategic positioning for Zhou Heiya brand. Under such a strategic positioning, how can Zhou Heiya brand have a * * * voice among consumers?

Let Zhou Heiya step by step into the world of young people, grab their mouths and their hearts;

They are a group of people who are mainly entertaining and full of personality;

They pay attention to brands, like to try new things, pursue popular, fashionable and novel things, have a strong interest in new goods and services, like to be different and hope to get attention;

Do they like it? Play? , playing Weibo, playing mobile phones, playing games and taking selfies? They are still very. Can play? ,? I created Pepsi? 、? My home. I'm in charge, okay? Is their way of expression;

They grow up in the network society, love click-through rates, use mars language, worship alternative stars, and show their vitality with parkour and fancy basketball?

Entertainment and happiness are the high-frequency words in their communication. Even when they consume, they often make decisions according to whether they feel the entertainment atmosphere!

Speak the minds of young people?

? Will you be entertained and happier?

The team of Jin Huitong wants Zhou Heiya to have the same vein as the post-80s and post-90s, and build Zhou Heiya into? What is the best brand of braised snack food for young people? .

In Zhou Heiya? Entertainment food brand? Under the new orientation, Jin Huitong has carried out systematic creativity on Zhou Heiya brand image, store image, product creativity, dissemination and promotion, and comprehensively interpreted Zhou Heiya? Entertainment food brand? Brand core, fun and entertainment!

Advertising is also entertainment.

Waiting for the bus is boring? Lack of interesting scenery on the road? Newspapers are boring? Lonely hands on the subway pull ring? Zhou Heiya will entertain you! ? No taste? 、? Refuse to be bored? 、? Seeking the tide and usurping the taste? Three creative advertisements are vividly staged around you, with dynamic design and inflammatory language to save your depressed state, and Zhou Heiya to convey your happy energy and have fun.

The terminal is also entertainment.

Zhou Heiya carefully arranged billboards in the storefront to attract passers-by into the store. Moreover, there is a good show in the store: your duck neck will be packed in an egg-cone style set meal, and you will be invited to taste the special duck. Ice cream? ; Please use the relationship of Zhou Heiya Couples Cup; Shy desk lamp, dynamic white man, creative small promotional items, so cute that I can't put it down! Zhou Heiya is also actively recruiting people? Super fan? Become a member and bring together people who love Zhou Heiya? Did you have fun? .

Members also entertain.

Duck, duck, it turns out that ducks are born with talent. How can a versatile duck like Zhou Heiya miss the opportunity to learn from others? Jin Huitong has established a brand-new member organization in Zhou Heiya, which is a big circle. , in? Big circle? In the room, you can show everything, you can know everything, as long as you have anything, bring it on! Zhou Heiya will do it for you, too? Big? Create all kinds of fun interactive links to make everyone happy together.

Public relations is also entertainment

Zhou Heiya has gathered outstanding talents on campus. Start? Time star? Campus style contest and image spokesperson selection contest to create an annual event in Wuhan campus!

? Star of the century? The activity started in Wuhan University on May 28th and ended in the central square of Guanggu Pedestrian Street on July 3rd, covering more than 20 colleges and universities in Wuhan. The 10 campus sea election was held and online sea election was started. Zhou Heiya Times Star has attracted the attention of hundreds of thousands of college students and attracted tens of thousands of people to actively register. ? Will entertainment be happier? It also aroused the hearts of thousands of college students in Qian Qian and became a spiritual model of hedonism.

Zhou Heiya and Jin Huitong performed together? Entertainment food brand? The drama has begun, and the happy story is being staged:

1, brand new? Entertainment food brand? There are nearly 100 newly opened stores in Zhou Heiya, and five major cities in China, such as Shanghai, Shenzhen and Beijing, have joined hands to set off a food craze in Zhou Heiya.

2. Zhou Heiya's sales exceeded 654.38 billion yuan, and the sales increased by nearly 50% in the same period;

3. Zhou Heiya has won the favor of many investment institutions, and capital helps to further accelerate market expansion;

4. There are more than 200 stores in Zhou Heiya, which has become a national strong brand in the leisure marinated vegetable industry;

On 20 12, Jin Huitong renewed the contract with Zhou Heiya. We believe that the future plot of this happy drama will be more exciting, and Zhou Heiya will enjoy it in the continuous development of the happy plot? Centennial brand? The future!

Comments:

Do it happily? Duck? This is a way of life and a marketing strategy. This maverick duck is full of entertainment spirit and fashion style. If you play with it, share it and make friends with it, you will be happier.

Is it? Entertainment food brand? Zhou Heiya.

Does it still belong to the category of leisure pot-stewed dishes? Selling products? On the stage, Zhou Heiya met Jin Huitong, who is good at integrating and innovating to solve problems, and tailored it for Zhou Heiya? Entertainment food brand? This development strategy has made Zhou Heiya perfect ever since? Taste temptation? , into a full range of charm, so that Zhou Heiya wins the present with a brand-new excellent image and enjoys the future.