What is "wow"?

Wow, this candy brand, which was popular all over the country in the 1990s, was silent in 2 1 century.

At the end of 1990s, the candy market in China has undergone earth-shaking changes. Traditional candy leisure, festive candy specialty, a large number of foreign candy brands poured in, and chocolate was widely accepted by Chinese people. The marketing era of winning only by "product quality" has ended, and it has been replaced by a systematic marketing era composed of brands, products, channels, terminals, public relations, advertising, promotion, human resources and marketing management.

Whoa, whoa, whoa. The advantage is gone.

Wow, wow, never give up trying.

Change products, change packaging, change logo. The market does not accept it! Suspected to be a fake! Dealers don't want goods! Sales continue to decline! The national market is in a hurry!

Adjust the dealer! Update the team! Airborne general manager!

……

All efforts bring only one result. In 2002-2003, Wo Wo's sales volume and Wo Wo's market share fell to the lowest point in more than a decade.

How does "wow wow" break through adversity?

"Whoa, whoa, whoa!" In 2004, such a sentence came from the bottom of my heart.

If there is a good product, more people should know about it and let it bring good benefits to the enterprise.

Wow, didn't the company get the national invention patent of toffee at 1998? That's a unique good product. If you don't push "Sandy Toffee" at this time, when will it stay?

Good products need good people to plan and professional people to operate.

So, on March 1 1, 2004, Wo Wo Company officially signed a contract with marketing planning agencies, Ye Maozhong, and recruited a group of professional marketers to join the team of Wo Wo Company.

Where to break through? The same problem before the Ye Maozhong this fellow.

Product, or product.

The patented technology of "sandy toffee" has finally moved out. Sucrose is recrystallized into ultrafine crystal particles of 30 microns, and natural New Zealand milk powder cream is added. A high-quality toffee with rich milk fragrance, smooth and tender taste and non-sticky teeth was born.

Will consumers accept this product?

Only market research has the answer.

In April 2004, 1633 target consumers in Shanghai, Chengdu, Nanchang, Xi and Wuhan accepted a relatively blind test organized by Ye Maozhong. The results showed that, wow, the new toffee is the best! Consumers are most likely to buy!

How to position such a good product?

Or is it positioned as a traditional toffee, which, like toffee, mainly makes bulk candy market? Nowadays, the bulk candy market has been shrinking sharply, and the sales season is getting shorter and shorter. Moreover, bulk candy is won by a variety of products, and it is difficult for one or a series of new products to gain a bigger market only by bulk. Traditional candy has also been transformed into snack foods such as bags and boxes. The new toffee must be mainly in bags, taking the route of snack food.

In order to reflect "high quality-high price", it is finally determined that Wo Wo New Milk Candy will adopt the medium and high-grade pricing strategy and be positioned as a medium and high-grade fashion casual candy, with 15-24 years old fashionable women with certain spending power as the main target consumer group.

So what will support this price? Just because of the high cost, patented technology and delicious food, consumers may not buy it.

Ye Maozhong, who just found a good impression in Yake V9 vitamin candy project, popped up three words: Make a concept!

At that time, a large number of health care products enterprises such as Shenzhen Neptune vigorously promoted "bovine colostrum". With a large number of TV advertisements of "bovine colostrum" and a large number of soft articles in newspapers, the trend of "bovine colostrum" in China market is wave after wave.

"This concept is worth a try. Let's make colostrum toffee! " Ye Maozhong this fellow spoke again.

In fact, these are all stories before the market research in five cities in April. The concept, product positioning and pricing strategy of "bovine colostrum" are all designed in market research. However, the survey results disappointed everyone. Not many consumers are willing to pay more for adding "bovine colostrum" to milk candy! Other concepts such as calcium supplementation and vitamin C addition are not accepted by consumers. The road to concept is impassable!

If there is no new road, take the existing one.

The results of market research have strengthened this confidence. Consumers believe that eating milk candy means eating the original flavor, and the stronger the milk flavor, the better. Pure, fragrant, thick, smooth, soft and tough are the six most prominent indexes to evaluate a good toffee.

Wow, these six indicators of new toffee are second to none, and the product concept and product name come out at once: Wow, all-round toffee!

However, at that time, it was the season when health care products were "raging", and "everything" was too easy to give up.

People are associated with "function"; The 2004 Athens Olympic Games is just around the corner, and words such as "decathlon" and "all-around gymnastics" emerge one after another. "Universal Toffee" sounds uncomfortable.

At a routine communication meeting in May, this question was put on the conference table of marketing planning agencies, Ye Maozhong, on the 25th floor of Suzhou Creek. Ye Maozhong this fellow with chin cupped in one hand, eyes straight, a long time did not participate in the discussion. For a moment, this fellow took off his duckbill hat and broke the silence: "Almighty toffee is not good. I think we can consider calling it 360 degree toffee. " Using an abstract' 360-degree' to embody the all-round concept, combining' 360-degree' with milk candy is relatively novel, different from ordinary candy, and it is easy to attract consumers' attention by using communication. "

"good! Oh, 360 degrees of toffee! " The audience applauded warmly.

At the meeting that day, after further intense discussion, the new toffee was finally named: 360 pure toffee.

There are two kinds of product flavors: original flavor (milk flavor) and chocolate flavor, with the original flavor as the main flavor.

The next thing to consider is packaging design and communication. These two tasks are time-consuming and laborious. In order to be listed before the peak season of candy consumption in September, these two tasks must be carried out at the same time.

Product positioning determines the communication direction, and the target consumer group determines the communication strategy.

How to express "fashion", "high-end" and "leisure" to attract the attention of 15-24-year-old female consumers and realize the breakthrough from mid-range brands to high-end brands?

Star+CCTV communication!

Ye Maozhong spent a whole afternoon introducing this tried-and-true and invincible strategy to decision makers.

20 million real money! Tough decision.

-Wow, the company agreed!

So, who was invited? Female star or male star?

Yake invited Zhou Xun, a mainland first-line actress. Oh, you'd better invite Hong Kong and Taiwan. If you invite the mainland, you have to invite someone who is more popular than Zhou Xun. This is everyone's bottom line.

A bunch of names appeared on the shortlist: Zhao Wei, Shu Qi, Ruby Lin, Karen Mok, Fan Bingbing, Yam Tat-wah, Louis Koo and Vic Zhou.

Fan Bingbing is not red enough, PASS.

Karen Mok is so personal, through.

Shu Qi generally reflected that the overall feeling was not suitable and passed.

Ruby Lin made chocolate and handed it to me.

Zhao Wei is not bad, but it seems that there are too many brands that endorse it, and its popularity has declined, which needs further consideration as a whole.

Yam Tat-wah's typical male image, fan groups and target consumer groups are very different.

Louis Koo made chewing gum and handed it to me.

Vic Zhou, a member of F4, is very popular, and his fan base is quite consistent with the target consumer group of 360 pure milk candy. At that time, Yoha, a well-run Japanese candy brand in Shanghai, was also asking Jerry Yan, another member of F4, to speak for it. Vic Zhou is more popular than it, which is worth considering. However, many people in the mainland only know F4, but they don't know Vic Zhou, especially the dealers don't accept it. Generally speaking, it needs further consideration.

As a result of the primary election, the target is Vic Zhou and Zhao Wei, two stars, a man and a woman.

Because of time, we didn't survey consumers this time, but only conducted a round of surveys on dealers, and finally got a long-awaited result: Zhao Wei, an absolute majority.

Ye Maozhong institutions insist on using male stars, and insist on using the attraction of male stars to promote the consumer groups. As a snack food, the recognition of consumers is the most important, and the opinions of dealers can only be used as a reference.

Vic Zhou! Wow, wow, the company once again supports the opinions of Ye Maozhong institutions.

Negotiations with Komi Reiz Brokerage Company are progressing smoothly, and the two sides formally signed a cooperation agreement in Hong Kong in May 2004. The cooperation includes shooting an advertisement, shooting four planes and attending three public relations activities.

The commercial was shot in Shanghai in July, and so was the plane.

At the same time, the design of product packaging is also in full swing. First draft, change! The second draft, change! Third draft, change! ..... changed countless manuscripts. It was a painful and passionate day.

A meaningful product copy comes to the fore:

"From the moment you open 360 degrees .../Try to close your eyes/Please, what awaits you will be/pure, fragrant, thick, smooth, soft, tough/delicious experience layer after layer/slowly spread from your mouth to your whole body/everything seems to be immersed in a pure sweetness ..."

"The beautiful encounter between milk and chocolate/purity is the first acquaintance/fragrance is the breath of knowing each other/concentration is the yearning for parting/slipperiness is the attachment of love/softness is the accompanying comfort/tenacity is the philosophy of getting along/milk+chocolate is the perfect partner of innocence and personality"

The final plan boldly uses gold in the original packaging, which fully embodies the positioning of "fashion" and "high-grade".

The package specifications are determined as 3, 38g, 108g and 2 18g. Among them, 108 gram is the main specification, which is mainly used as the terminal of A and B supermarkets and stores in first-and second-tier cities; 38 grams is mainly used for C-type convenience store chains and D-type small terminals; The 218g large size is mainly used as the terminal of Class A stores.

In addition, the bulk specifications have been preserved and developed, and we still hope to get a share in the bulk candy market.

The product came out and the advertisement was taken. At this point, the Ye Maozhong organization basically terminated its cooperation with Youyou. The burden of product promotion and market operation falls entirely on people's shoulders.

How to effectively introduce products to consumers?

Quickly establish channels!

As the first link of the channel, the distributor must be conquered at the first time. After intense preparations, a large-scale investment promotion activity was launched nationwide in late July. Put TV advertisements in the bidding column of CCTV, print advertisements in magazines and newspapers, and distribute investment brochures. ...

Finally, on August 16, 2004, "Huhu 360 Pure Milk Sugar New Products Merchants Fair" was successfully held in Shanghai Science and Technology Museum. Zaizai was invited to attend the meeting, and the investment promotion meeting was a complete success.

Then it is necessary for consumers to see and try to buy and accept this product.

Since mid-August, the national primary market and the relatively developed secondary market, Wow 360 Pure Milk Sugar, have launched a three-month large-scale marketing campaign and distributed more than 6,543,800,000 new tasting packages. At the same time, they also plan to launch "Wow 360 Hyun Feng Action" to interact with consumers.

With a large number of advertisements in CCTV's bidding column, advantage column, satellite TV advertisements and entertainment programs, the ground response of outdoor advertisements such as bus bodies and telephone booths, and the same marketing and terminal promotion operations in the national market, from mid-August 2004 to 65438+February, in four and a half months, Wow 360 pure milk candy has achieved excellent sales performance and successfully listed!

In the first half of 2005, 360 pure milk sugar continued to make great strides. The success of Wow has attracted the attention of a large number of candy enterprises in China, and Yake Didi Didi, Guanshengyuan Younong and Tianwo Coffee Time have come out one after another.

How to stay ahead?

In August 2005, before the arrival of another year's candy consumption peak season, such a problem was placed in front of people.

Still have to continue to play the star card!

"I'm about to have a baby" came into being: from September 1 2005 to February 28, 2006, consumers bought 360 pure milk candy in the "I'm about to have a baby" promotion package, and sent the SMS confirmation code in the package to the designated number, so they had the chance to get repeated surprises! Every day, there are two awards: "Meeting with Zaizai" and "Winning the True Story Album of Zaizai" 10 commemorative award.

August 10, promotional packaging products went offline.

On August 3 1 day, the interactive platform of BBS network was opened.

On September 1 day, the SMS sending and receiving system began to run.

On September 5th, Zaizai made a special trip to Shanghai to promote "I have an appointment with Zaizai".

On September 12, the column "Talking with Baby" on the company website was launched.

On October 8th, 65438/KLOC-0, the advertisement of TVC promotion activities was completed.

1October 20th 10, special tasting packages for promotional activities were sent to the market.

/KOOC-0//KOOC-0/6/KOOC-0/0/KOOC-0/6, TVC TV advertisements began to broadcast in the national market.

On February 28th, 2006, the cumulative number of people who sent short messages to participate in the activities exceeded 20,000.

On March 4th, Woo Woo Company fulfilled its promise that "I have an appointment with Zaizai" was held as scheduled. More than 65,438+0,000 consumers met with Zaizai, and the climax was repeated. At the auction of love, a bag of 360 pure toffee signed by Zaizai fetched a high price of 1 10,000 yuan!

……

In the sales year of 2005-2006, the sales volume of 360 pure milk candy continued to be proudly independent!

Thanks to the fans!

Thanks to consumers!

Thanks to all the friends who have sweated for 360 pure milk candy!

Wow 360, passion 360, passion burning, passion continuing!

From 360 degrees of milk honey to pure milk sugar; From the original Vic Zhou to the present Ray Ma; Combining tradition with fashion to inject new elements into toffee has become the consistent pursuit of Wo Wo in recent years. In recent years, Wo Wo has been constantly deducing the road of innovation.

In 2007, the combination of John Woo and Sunshine Boy Ray Ma merged fashion and tradition again, renaming the traditional definition of toffee. ...