September 9, 2010
, The annual \
moon cake sales no one is doing, but to make moon cake sales, tougher nut to crack! 2001, \ moon cake \ In 2004, the astronomical phenomenon of intensified moon cake, in full swing. 9999 yuan / box of moon cake, packaging and ancillary items of value far beyond the moon cake as much as several hundred times, gradually went into marketing, market development, gross deformities. Moon cake promotion of marketing and advertising side of the market left the healthy development of the original meaning of the final outcome is abnormal leading to the high cost of moon cake market in the recent, serious waste of social resources (in this paper before the deadline, the National Standards Committee earlier start of the new moon cake national standards program, now has entered the comment phase. new moon cake moon cake packaging standards will make clear the standards, moon cake packaging costs should not exceed 25% of its ex-factory price).
W enterprises to find us, market, moon cake sales in addition to high prices, high packing phenomenon, the entire marketing homogenization has also been serious, comprehensive point of view, is nothing but combination of packaging (wine, tea), buy gifts, prizes, discounts and the like conventional methods. Advertising, there are also without exception, is the key input in the busy section of the periodic short-term outdoor advertising signs and a small amount of newspaper ads, there is no new mode of transmission and means of communication introduced. Moon cake business is often the slumping market. How to do marketing on holiday, to share the Mid-Autumn moon cake cup of soup, how differences in marketing, so that W business stand out, aside moon cake market may hold the event, the difficulties faced, can be imagined.
< br /> 1. How to Moon This pie
W Enterprises is a high profile in south Fujian baked goods company, to bread baking and selling mainly concurrently moon cake, which owns dozens of Direct store. W companies an advantage in the Minnan region – the first to introduce sterile automatic moon cake production line, \ The moon cake sales had only enterprise business W less than 10% of the total, compared to nearly one million Taiwanese market, moon cake, W Enterprises that the ratio of total volume of either structure or far enough. The moon cake sales volume to achieve 10 million, accounting for 15% of business turnover, is the moon cake Project W Enterprises Index and requirements.
moon cake market, after years of development, has been relatively more mature.
management entities, the various types of baked goods business, the size of the hotel, various restaurants, bread, workshops, restaurants and food stores into the moon cake market Competition is intense enough; product development, the traditional lotus seed paste moon cake for the young family of crystal moon cake, moon cake for sugar in the elderly, the special taste of fruity moon cake, numerous, colorful; marketing tool, the combination of packaging into the mainstream, astronomical moon cake Rush each other.
how to expand the sales volume moon cake, moon cake how fierce competitive market, to achieve different marketing, grab as much market share and become a serious problem.
in-depth market investigation, we found that there may be a chance phenomenon. According to the survey, subject to the procurement moon cake mostly middle-aged, young people less . Is precisely for this reason, many moon cake maker on a quest for those in older people, high moon cake introduced to enhance the level of profits. Daoshi those young people because the purpose of purchasing and economic power of the situation, be excluded from the \ This is a fairly large moon cake consumer market, if we can effectively grasp the consumer groups, the resulting total market will be considerable, can be achieved the required W Enterprises, \ 15% of the \
But how can we win the favor of the market players, it is a rather difficult problem. By packaging certainly not, astronomical moon cake is the most disgusting phenomenon of consumer groups; by taste not quite OK, now the homogenization of moon cake tastes more serious, say it all tastes different, to do word of Sarkozy stressed that seem real enough; by W convenience chain stores, enterprises also can not stand the test, W chain store business at best, but more than 20 rooms, and those that dot the bread market, workshops, supermarkets, restaurants and hotels to compare, seem unambitious.
thinking here temporarily stalled. To find inspiration, we went to the K self-karaoke song, hoping Poets dances to flashes of inspiration. K song playing while everyone was most prevalent in south Fujian daily life \ to promote sales. But the proposal met with opposition from almost everyone, \ inevitably will be granted a laughing stock, let alone to engage in the sale of the game terminal first, not enough people to organize monitoring, and second, consumers may not have the time and interest to attend the three-site Keneng, a very much uncontrollable factors. However, the topic since the launch, people also you made me a phrase of views published.
Some suggest that Gao Ge, \ Some say the city may wish to engage in the central square, with the atmosphere, or even engage in live television; also been argued that simply got out draw, draw just like Bo cake, easy to operate.
become more and more intense discussion of the atmosphere up, this time Emmanuel really flash, if Gao Ge, \ Mid-Autumn Festival to enjoy the moon , full moon is the prerequisite, Bo cake is the means), the effect will be quite good. Minnan region most famous mountain is Qingyan Mountain, coincidentally, just a block on top Nantai space activities can be implemented.
this way, \
2. \ Bo cake everyone will join play champion, who is the festival unique Taiwanese customs.
300 years ago is said to resist the Qing Zheng Chenggong, according to Ha, Hong Xu, Zheng Chenggong Department will release the soldiers for wide melancholy, incentives boost morale, help expel Dutch colonists recover Taiwan, so with this year based in Hong Xu Part 33 ~ 44 Ya Tong is a member of the back, after some deliberation, clever design Autumn will be cake, so that all officers and men of the Mid-Autumn evening in the cool gay struggle. \ \ and 9 is the lucky number of folk. With Recovering Taiwan, from southern Fujian \ 300 years ago, the island is also popular in Taiwan, \
Minnan region has long had the custom of popular moon cake Bo. Autumn family get together to play Bo cake, the unit is also engaged in activities Bo cake, party cake is an indispensable Bo, and even school students are similar to Bo full moon cakes in the autumn night. In the Mid-Autumn Festival that night, according to incomplete survey, over 50% of people will personally participate in or watch the \ Moreover, with social progress and technology popularization, there was even a telephone Bo cake, Internet and other new Bo Bo cake cake to satisfy it that far in its rural customers for the different circumstances of the Taiwanese people homesickness. To some extent, Bo cake can call it that culture has a unique \ Bo cake deep bonds of friendship, the process is a process, the results of Bo cake is that everyone joy, regardless of the outcome of winning or losing. In almost all the hearts of Taiwanese people are flowing warmth of a cake on the memories of Bo and touching story. August 15, every household decorated, lively level of no less than the New Year. Put a square table in the courtyard, a and friends sat around the table , everyone shouted, all screaming, Mid-Autumn season is the most popular in southern Fujian fragment of a photo. \ Bo cake is to the Taiwanese, is like the Great Wall of China, the pyramids in Egypt, Bo cake is a piece of culture Taiwanese brand, is also a city of Fujian business card.
hold \ emerge successful.
3. Integration of resources, creating a total \
Bo Mid cake out everywhere, enterprises, businesses, restaurants, families are engaged. W enterprise market should lead to a sensation Bo cake, in addition to thousands of full moon Qingyan Mountain Bo cake, the final final \ Looking at other Bo cake , because most small-scale, small-scale, organized by the Bo prizes are moon cake, snack foods, household goods and other small value items, not worth mentioning.
order to create more buzz for the young consumers eager to buy the moon cake W Enterprises, we decided to combine a hot topic for the young consumer groups start with the article. After market research, we found that there are two topics worth noting, one house, two cars. In view of the value of housing units is too large, the necessary corporate input costs are too high, we decided to make a fuss around the car. After cost estimates and market assessment, we decided, the final of this event final \ Chery QQ car to Qianli shape to win the majority of young people of all ages. Thus, the two major highlights of this event already has – thousands Bo cake and QQ car.
this point, everything is set, only one short of the ring, that is – eat not from the moon cake. Mooncake Bo cake as the final link, to do more out of color, how to climax the whole event is the final of this event as a key. It was suggested that champagne , it was proposed. Finally, or \ After many discussions with grilled master and discussion, we decided to bake a diameter of 4 meters, the large moon cake weighing 50 kg, as the activities of the final climax. To make this \
remaining mainly the implementation of activities and some details of the deal with.
activities, props, the necessary preliminaries and the semi-finals dice bowl, we specifically customized to Dehua porcelain factories . It is worth mentioning that the final bowl used, we customized up to 1 meter in diameter Super Bowl to match with the super pie.
publicity and promotion, according to creative activities, we produced a large number of newspaper ads and posters terminal, the terminal leaflets DM, roll up and contest rules DM alone. Associated in the media, advertising, use of moon cake Shopping guide staff to consumers, especially young consumers recommend this event. In order to participate in selecting the Qingyan Mountain Bo cake players, we have produced a number of scratch cards. Where to buy moon cake reaches a certain amount of W Company customers can receive an event scratch cards, scratch in who can participate in the autumn night was on August 15 Qingyan Mountain top in the \ Car \
as advertising delivery and on-site Shopping guide staff to promote, market reaction soon. Young consumers of the event showed a great interest. Even a week before the Mid-Autumn Festival, people greet between the first sentence is \ Moreover, the market also appears on the 100 cases in the competition because there is no scratch on many occasions to buy scratch cards and continuous W Enterprises moon cake until they qualify situation. Fortunately, as of August tenth day, after statistics, including purchasing agents, sales target was fully achieved. Activities have also attracted media interest, many media carried the news of the event reports, and even some media and W Enterprises appointment on August 15 Mid-Autumn Festival to attend the scene for news coverage.
as the date approaches, we approached the venue was busy contact and personnel participating traffic problems.
contact the venue did not spend too much effort , although a subscription Qingyan Mountain Scenic Area, but for the activities of the effect, W companies only take a small amount of admission fees on settled venues. Daoshi contestants traffic problems more complicated. As the event live from the city a few kilometers, and covers the activities organized by the city districts and counties, staff focus and unity to the scene need to make appropriate arrangements. Extensive consultation with consumers, and pursuant to the distribution of consumption, we decided to launch in the city district and county a total of 15 bus point, at the appointed time, consumers can choose the nearest bus point of focus, then take W to the bus leasing company uniform Qingyan Mountain activities the scene.
site activity flow is a more complex problem . Bo cake as normal only for a maximum of 63 participants, taking into account the staff sitting room, generally only two to three pairs. This time, the activities required to meet hundreds of people to participate, so we have to add a selecting process , through two rounds of competition, the Commission set aside for the last finalist Bo cake. We first set the participants were divided into several groups, first for group competitions, decided at a different team champion, second place 2, third overall 4, then , then all group together in the first seven, divided into several Panel to conduct the semi-finals, decided at the semi-finals of the champion one, second place 2, third overall 4, the last finals, decided at the end of the champion, second place, third overall, and other recipients of various awards.
4. Southern Taiwan staged thousands of Flat Top Bo cake
time goes by, August 15 is the twinkling of an eye.
pm 18:00,15 large vehicles parked in the pre-determined bus stops. Although we have started to notice received from the first day qualifying consumers, but we still are not sure , in the end the 1000 contestants how many people will be punctual, you know, the Mid-Autumn, after all, is the second important festival, many people still choose to stay at home with his family to celebrate the feast. From 18: 20 onwards, they gradually have come to the bus entry point of the consumer. To 18:40, the participating consumers are starting to flock. 19:00 bus departure time, according to the city telephone to report, for nearly 700 people to the Da Bashi point. We breathed sighs of relief, according to our original estimates, at most 400-500 people will participate in field activities.
20:30, the activities began. After half an hour of the game, the team successfully to decide the winner of the champion one, second place 2, third overall 4, into the semi-finals. After half an hour, the semi-finals are decided at each team a champion, second place 2, third overall 4. Finally, after selecting the final 30 people.
the atmosphere of extremely strong, the final person left out air your breath, or shaking up and down, left or right swing, or just pinching dice , or both hands, or breath magic, look different, but different foot. Into a crowd of people excited, or hue and cry, or bulging eyes, or hands Flurry. About 21:30 or so, the champion was finally decided at the last competition, Chery QQ car finally dated other.
21:40, share the \ Ultimate champion in this event by the surgeon, cut the first piece of moon cake, play everybody, have pre-paid paper holding plate, cut the satisfaction of moon cake, while the full moon while eating bread and happy.
22:00, the bus carrying the participating consumers, driving under the Qingyan Mountain, this event successfully concluded!
5. On the pretext of Bo cake folk, stirring unrest in the \ W smooth upgrade the enterprise market visibility and market share of moon cake.
In particular, the \ Moon cake new and unique way of marketing, brand communications and promotion of effective
novel and unique because of this event, early in the event that a high degree of concern by the general public to form a fairly long period a hot topic. During the event, despite the mass media ad spending very little, but through other forms of POP advertising is still the brand to achieve the spread and popularity of the event day, it is cited the success of the collective aspiration of the nearly 700 entries. Activity, a variety of positive reports frequently Journal (broadcast) out. Coherent, more than a month time,, effective in attracting the public eye, and enhance the effective implementation of brand communications.
end of the event, we carried out the related market research. The event has further expanded the company market awareness W, shaped the region, \ More valuable is that this event makes the W companies in the public mind to become a \ W business success of the \
2. Effectively promote sales and achieve sales targets
activities launched, making W into a new business segment, consumer groups, younger market in one fell swoop to grab some market share to become a vibrant style and a brand.
According to statistics, total sales of moon cake business this year W to 1200 million, up 50%; marketing expenses (including promotional items, etc.) 100 million yuan, down 30%. Far beyond the previously identified \ reduced marketing costs
is this event a new attempt. Prior to the marketing costs of moon cake business mainly in advertising and marketing personnel , particularly advertising, accounting for more than 70%. Enterprises are generally used in the Mid-Autumn Festival moon cake 3-6 months prior to start running outdoor advertising signs and car ads, does not know that this form of advertising numerous drawbacks: First , as running time is too short, and running costs must meet the 70 year% of an enormous waste; second, identical run media, the formation of advertising noise, influence the media effects; third is the busiest section of the outdoor advertising unit cost is too high, anywhere from several hundreds of thousands, as many as several hundred thousand, increased marketing costs. W enterprises this year did not focus on the spread of outdoor advertising signs and cars, but on \ beer spread, complete brand promotion, saving a large amount of media spending. Bo cake prize procurement and propaganda activities, which only accounted for a savings of 50% of media spending, reduce marketing costs can be successful.
3. Dig folk customs area, follow the daily habits of consumers
moon night to watch the moon roof Qingyan Mountain, Quanzhou was originally part of the practice. Mid-Autumn Festival night in previous years, there are also many tourists Qingyan Mountain where the full moon feast.
The event is targeting a broad response to the premise that meet the target concept and the daily habits of life.
4. Bo thousand cakes, massive, thick atmosphere, keeping with the theme promotional purposes
Mid-Autumn Festival is a celebration lively festivals, this festival is one of the salient features of \ on eating bread.
thousand Bo Mid-Autumn cakes, massive, with typical features of theme activities to meet the Mid-Autumn festival features more to meet the target of psychological novelty, it was widely welcomed.
5. The implementation of social marketing to create news value, get the support of the media pie
super king, super prizes, super large-scale \ Particularly in the context of regional Bo cake custom, easy-to-trigger media interest, access to news media coverage and support.
this event live, which attracts the news media more than 10 people, and afterwards, various reports have published, a great innovation of enterprises to promote the awareness of W, W deepened the exposure and visibility enterprises.
6. Reflection
enjoying the joy of success, we also found that because of the initial holding, lack of experience, there are a lot of this activity is not desired. On the whole, mainly reflected in the following three aspects.
1. Moon cake marketing the order is not precise enough, slightly confused
Although we have been doing all detailed arrangements in advance, several times to the event assessment, contact, arrangements, layout, for the preliminaries, semi-finals and finals of the time control and process arrangements have repeatedly demonstrated, and even made a \ < br />
especially for the finals, the scene of tension in each individual emotional catalyst, some participants Jianshengjingjiao, some onlookers cry out, some people struggling to sing. The moment the final champion was born, and even some excitement turned over Bo cake table. Final champion champion wearing clothing scene when there have been some minor setbacks, spent more time than originally anticipated. In addition, the preliminary round, semi-finals of the prizes are paid as a temporary shortage of confusion.
2. Publicity channels too narrow, the lack of comprehensive media communications
more creative as the leading event was originally to play a greater role. The event has a number of highlights – super king cake, super prizes, very large scale are not prevalent in the Taiwanese are. For example, 4 meters in diameter of moon cake, activities popular on the market after such a topic \ that scale, that scene, that momentum is that almost all participants for the first time witnessed. Weeks after the event, the event on the variety of hot topics abound.
The moon cake marketing propaganda, not the depth of the use of media resources, the lack of a full range of media. Like a large moon cake, which could be through the media prior news reports trigger consumer psychological novelty, in order to stimulate interest and promote consumers to buy. Because of cost considerations, this event is only used newspaper ads and POP advertising, newspaper ads run only twice, almost no active news, activities and more so in the spread of sale terminal to complete and to rely on interpersonal communication, word of mouth spread, greatly weakening the effect of the spread of activities.
3. Do not have full use of social resources to realize the media joint, multi brand, multi-product promotions
joint marketing activities of this moon cake is not less than the greatest possible integration of resources to achieve joint promotion – and the Government Joint, combined with the media, and prizes the supply side of the joint.
marketing activities of this very moon cake market news splash with * competition, and the media can jointly organized by the depth of media publicity, with media credibility and improve the fairness of this event and community of color, the brand role in promoting communication and marketing will be more apparent.
view of the activities of this sensational effect of the market, all kinds of prizes in this event, had also the Liaison Office with the manufacturers to obtain sponsorship. The preliminaries, semi-finals and finals of the prizes total more than 200,000 yuan, the amount of spending, if well-organized, they could totally save, or some savings.
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