Producing eggs with marketing concepts

Conceptual marketing is a kind of lever that can quickly start consumer cognition and release consumer desires, so that products can be used in the market in just a few months. Concept marketing is also a dreaming tool that can turn products and brands into helping consumers. Realize the carrier of the dream, and thus sway its string of product consumption.

When many companies are pursuing how to sell better quality products, some market-conscious companies are beginning to sell brands; while most companies are fighting brand influence, others are trying to break through the competition. On the basis of the brand, the brand is turned to sell the brand concept. If the product is a cake and the brand is the packaging and LOGO outside the cake, the concept is to make the cake more attractive and creative, and the shape and idea of ​​the flower shape. The close cooperation of the three has created a more effective consumption atmosphere, which directly prompted consumers to generate consumer behavior. Let the product go beyond the product itself and let the brand emit attractive light, which is the charm of concept marketing.

Concept marketing is so overwhelming. From the national level, the city level to the market level, from the presidential candidates to promote their political ideology, to different cities to promote different urban charm concepts, to many companies to promote the concept of strange products, concept marketing has filled every corner of our era .

The prevalence of concept marketing is not only a staged sign of the development of the consumer market, but also a new development direction of marketing thinking.

An era of concept consumption and concept marketing has arrived. Which of these are misunderstandings and which ones are creative? How do we grasp the concept marketing product marketing tool?

Conceptual marketing: head turn or product sales booster?

What is the relationship between mobile phones and chocolate?

Can drinks be separated by gender?

Can the medicine for sleeping sleep also be a good gift for all ages?

These three seemingly sharp heads are actually the three marketing-related thinking that the company put forward after in-depth study of the consumer market and consumer psychology. It is precisely the accurate answer to the above questions, which has made the legend of three successful brand marketing.

South Korea's LG chocolate mobile phone put forward the concept of “Chocolate Generation” and packaged mobile phones with the concept of love + chocolate, creating a miracle of sales;

He and her Beverages Co., Ltd. are launching a functional beverage targeting the fashion group of 16-35 years old: "He adds her" drink. As the first drink of the concept of men and women in the country, “He added her” quickly attracted people’s attention and achieved great success.

Shi Yuzhu’s melatonin, a concept of gift-giving, is based on excellent concepts and exquisite marketing techniques. His slogan “Do not accept gifts this year, and only receive melatonin” is known to women and children. Platinum has thus created the myth of sales of Chinese health products.

Conceptual marketing is a kind of lever that can quickly start consumer cognition and release consumer desires, so that products can be used in the market in just a few months. Concept marketing is also a dreaming tool that can turn products and brands into helping consumers. Realize the carrier of dreams and thus sway the strings of their products.

Of course, in some highly competitive industries, concept marketing is almost overwhelming. The real estate industry and the health care products industry are the initiators of Chinese concept marketing. In the more mature city of Guangzhou, the real estate concept marketing is almost pervasive and omnipotent. Commercial imagination has been well developed by many real estate developers: hanging a few landscapes The painting can claim to be a Spanish style; by creating a sculpture of a human head at the entrance of the community, you can call yourself a Roman home; the real estate is still a hundred thousand miles away from the mountain, you can incorporate the concept of the mountain into the real estate Declaring that he is a mountainist note... From the concept of landscapes, business concepts to the concept of humanities, the use of concept marketing by real estate developers is at its peak. They use the brains of sharp turns to pack one after another to show off the concept of glaring. However, this kind of conceptual marketing has overdraw the consumer's imagination of the product to some extent, and they have more and more doubts about the concept consumption of real estate.

Real concept marketing is not a rootless tree, nor is it a word game on purely written description. It is the foundation of concept marketing to improve the effective cognition of consumers and sway their consumption. The concept is extensible and can be Continuity is the standard for verifying the success of a concept marketing.

Jianshuibao launched the beverage “Burning Fruit Steam”, boldly using all-black packaging, and using the marketing concept of “Let you burst out once” to direct the teenagers. The novel concept and the strange packaging are indeed in a short time. It quickly spurred the desire of young people to consume, but in the absence of differentiation of products and the lack of malleability of marketing concepts, “Breakfast” was quickly abandoned by the market. From the rapid recognition to the rapid turn of the consumer, behind the market's short-lived is the failure of concept marketing.

Culture, technology, emotion: concept marketing three points

As an effective marketing method, concept marketing is constantly becoming mature and rational after going through chaos, abuse and exploration. We must admit that in the era of information explosion, too much product information pursues consumers' limited acceptance. Without clear and effective concept packaging and impressive marketing positioning, product marketing will face many difficulties. .

When we analyze the successful product marketing case in the industry, we will find that successful concept marketing is inseparable from the following three directions:

Cultural level: From the perspectives of products, brand attribution, history and culture, humanities and customs, the company extracts the background of products or brands and describes a vivid story about brand growth. For example, Coca-Cola tells the story about American culture and American dreams. Nike conveys a sports spirit that will never be defeated. The reason why Chinese liquor brand Shuijingfang can quickly stand out from many liquors in a short time, and package it with it. A Chinese liquor has a close relationship with the marketing concept of a long history and culture.

Technical level: Incorporating the refinement and generalization of new technology concepts into product marketing is the common practice of many enterprises. This is not only a way to quickly attract consumers' attention, but also a magic weapon to effectively achieve competition. IBM THINKPAD notebook launched the concept of face recognition technology, and differentiated selling points from other notebooks immediately; Skyworth TV launched the "no flash, is healthy" marketing concept, not only effectively interpreting the technical characteristics of its products, but also Quickly cut target consumers who value health issues. In the same year, China Unicom launched a CDMA mobile phone and launched the concept of “green mobile phone”, which attracted a large number of consumers sensitive to mobile phone radiation. In a short period of time, it quickly cut the market that has been monopolized by GSM mobile phones.

In the ever-changing industries such as computers, automobiles, software, and mobile phones, the packaging of technical concepts is very important. This is because the technology itself is always dry and monotonous, and only effective refining and packaging can be recognized by consumers. Secondly, because technology itself is the winning weight of competitors, the pre-position of certain marketing concepts can form a natural barrier to subsequent followers. Such as Henderson Albert launched the "Business Communication" product concept.

Emotional level: The packaging at the emotional level often corresponds to the packaging at the technical level. When the technology is not very different and the product tends to be homogenized, the marketing of the emotional concept can achieve the “slower straw” that impresses consumers. Parent-child love, love between men and women, and care for young and old are all the usual condiments of emotional level concept marketing. It can be said that it is the packaging of effective emotional concepts that makes the original unremarkable products cast a warm and tender light. Driven by this concept, it is not the product function itself, but the emotional cloak on the product.

From concept marketing to product sales: Why are they successful?

Case 1 Apple IPOD Music Walkman - "Load 10,000 songs in your pocket"

Rating: 5 points ()

Creative point: If you are an MP3 manufacturer, the market situation you face is that the price of MP3 is plunging, your peers are engaged in fierce price wars, and at the same time, although the functions of the products are more and more But consumers have experienced aesthetic fatigue. Do you still have the confidence to do it?

Apple has it. Apple did not start from the analysis of competitors to develop marketing strategies, but from the consumer, around consumers, Apple found that consumers do not necessarily need more music player products, because they often do not use. What they need is a product that is simple to operate, simple and stylish, and able to show their taste – so the IPOD of the MP3 product in history has been born. IPOD effectively combines large storage space with a simple and stylish shape, delivering a cool, dynamic, stylish and distinctive brand concept through the marketing slogan “Installing 10,000 songs in your pocket”. And quickly swept a large number of young people. Its sales exceeded 37 million units in 2005 – despite its high price, it still could not withstand the enthusiasm of consumers.

Renewability: strong

Case 2: South Korea LG chocolate mobile phone - "I chocolate you"

Rating: 5 points ()

Creative point: In the mobile phone industry where product concepts are flying, LG is discovering the “Chocolate Generation” crowd, and the concept packaging of chocolate mobile phones is still impressive.

The launch of the concept of the chocolate mobile phone benefited from the in-depth analysis of the target consumers in the early stage of LG. They found that the new generation of target consumers is also a group of people after the 80s, who grew up eating chocolate. During their growth years, Chocolate is an indelible memory symbol. Whether it's memories of the years or the embarrassment of love, chocolate is the "emotional button" that touches their heart. The LG mobile phone used the phrase "Love Chocolate" to make people unable to refuse, and quickly swept a large number of young consumers, and product sales also rose rapidly.

Renewability: stronger

Case 3: Covering the cold medicine - "Treatment of colds, white plus black"

Rating: 4.5 points (excellent)

Creative point: How to make a difference in the treatment of cold medicine? It is fast-acting, authentic, and the manufacturer's brand is old enough – these are the common thinking of many cold medicine companies. But Gai Tianli is ingenious.

There are many similar drugs in the cold medicine market, and the concept has emerged in an endless stream. The market has been highly homogenized, and it is difficult to make a substantial breakthrough in both Chinese and Western medicines. Gai Tianli has spotted the consumer's demand psychology and creatively proposed the marketing concept of “treating cold, white plus black”, dividing cold medicine into white and black films, and using the sedative in cold medicine “Pulmin”. It is placed in the black film, and it transmits its core information through large-scale transmission. “Daily serving white films during the day, not sleeping; wearing black films at night, sleeping well” has formed distinctive features that are different from other competitive products. At the same time, the marketing concept of “treating colds, white plus black” has a strong cognitive effect on consumers.

Gai Tianli cold medicine not only created a miracle of sales, but also brought a powerful marketing shock wave to the domestic cold medicine marketing.

Renewability: strong

Cocktail Dresses

Short Cocktail Dress,Formal Cocktail Dresses,Cocktail Party Dress,Red Cocktail Dresses

Evening Dresses Co., Ltd. , http://www.zjweddingdress.com