Classic 4p marketing case study honey snow ice city
Quality first strategy: honey snow ice city store has repeat customers, consumers value the quality, is the quality of milk tea and taste, honey snow ice city to join the continuation of the traditional flavor of the drink, fusion of traditional Chinese handmade production technology, after repeated trials and corrections, the development of more suitable for the modern taste of the drink.
Price crowd strategy: Honey Snow Ice City marketing strategy analysis is very important to remember this, Honey Snow Ice City store new opening or new products on the market, the positioning of the price is very important to be able to affect the promotional effect, consumers prefer inexpensive products, Honey Snow Ice City per capita of as little as 4 yuan to drink a cup of delicious beverages, by the consumer's favor.
Highlights of marketing channels: 1. earthy MV, grounded marketing: the melody is simple; the lyrics are short and magical, slightly "earthy" and "pro-affordable" to keep in line with the brand's tone, resulting in a grounded effect. 2. universal UGC secondary carnival: the release of the MV caused a lot of people to go crazy. Carnival: The release of MV caused a large number of netizens to create UGC works, cover the theme song in multiple languages, adapt the lyrics, original choreography, etc. These UGC works caused a sensation on social media platforms and frequently hit the hot search, opening up a UGC carnival. 3. Officials, secondary dissemination: Honey Snow Ice Castle is not only active in the UGC works of netizens in the comment area, but also collects the secondary works and releases a compilation book of the theme song of 20 languages for the theme song of 14 countries, which is a collection of the theme song in 14 languages. Language compilation book, the theme song for secondary dissemination.
Quality: Consumers value quality, is the quality and taste of milk tea, honey snow Ice City continued the traditional flavor of drinks, fusion of traditional Chinese handmade technology, after repeated tests and corrections, developed a more suitable for modern tastes of the drinks.
Price: the positioning of the price is very important, can affect the promotional effect, consumers are more like good value for money products, favored by consumers.
Channel: chose to send in the young people's culture and cultural exchanges of super-active community b station platform content quality, user stickiness, the dissemination of this song, the first version of the video released in Chinese, followed by the release of the Chinese and English versions, and ultimately by the major uploads of the major adaptations of the cover song.
Promotional tools: to increase brand awareness, promote product sales conversion; to further shape the brand image of "pro-people and affordable".
Expanding its popularity through publicity efforts, Shake video and advertising, joining e-commerce platforms, offline retailing and online trading on various networks