How do foreign consumer goods brands make annual marketing plans? Take a brand of grain as an example

Recently, I took a small job to plan the communication strategy of a foreign grain sub-brand in 2022. First, be familiar with the products, read more official website, WeChat, Tik Tok, news reports, industry reports and other brand-related content, and form a basic understanding of the brand and product selling points. Through my understanding, at present, the main target group of this sub-brand is primary school students aged 6- 12. Mainly divided into four flavors. Chocolate flavor, original flavor, honey flavor, etc. And the buyers are all exquisite mothers of the 1-2 line crowd. In other words, the main consumers are children's food and the buyers are their parents, so we should not only consider the needs of children, but also understand their parents' preferences. Therefore, based on this cognition, we consulted relevant materials. For children's food choice, parents mainly consider the needs of six dimensions. First of all, they should meet the nutritional needs, supplement various nutrients and trace elements, high-quality carbohydrates, high-quality protein and trace elements contained in cereals, and this sub-brand has also added nutritional fortifiers. Then, they should meet the demand of cost performance, be delicious and have moderate prices. After all, at present, large factories are easy to be laid off, and the crisis of 35 years old has great economic pressure on middle-aged people, old and young. The importance of cost performance is increasingly prominent. The third is the requirement of high face value. Nowadays, parents and friends born after 80s and 90s have too high aesthetic requirements. Commercial body, beauty, all kinds of high face value and face value also represent a company's basic understanding of aesthetics. Therefore, it is more and more important to improve the value of packaging and food. The fourth is the consumption scene, and there are few consumption scenes of cereal. Breakfast, lunch, afternoon tea, daily and out snacks, so now the small package is also to meet the needs of various scenes. Moreover, many foreign foods are often a big box and a big bag, without any fresh-keeping means. Fifth, it is a higher level of spiritual needs. Consumer goods need to provide parents and children with higher emotional value. Eating is not only to satisfy appetite, but also to provide emotional value. It makes people happier. Let the parent-child relationship be closer in food. The sixth is the need to accompany growth. Whether 1-3 years old or 3- 12 years old, parents' excellent companionship is indispensable at all stages from children to teenagers. Breakfast is cereal and milk, as well as fruits, dried fruits, dried fruits and so on. Has been added. In the colorful ingredients, parents' care and companionship for their children are realized. Therefore, we need products that can meet the above needs of parents. In particular, while meeting the low-level needs, we should shape the communication slogan to meet the high-level segmentation needs and satisfy the emotional value and self-realization value of buyers and users. Second, the communication strategy is on the rise, and the supply chain and quality of domestic products are no worse than those of foreign countries. Chinese people are increasingly recognizing domestic brands. Foreign things are not so invincible, and the foreign moon is not so round. We analyzed the competitive products. In 20 18, the domestic brand Wang Baobao was formally established, and the Tmall flagship store opened in the same year. 20 19, 6 18, won the first place in Tmall category stores, and the sales in 69 minutes of Double Eleven exceeded100000 yuan, winning the first place in category; In 2020, nearly 100 million yuan of B round financing will be completed, and offline channel expansion and category extension will be started. In addition to exerting strength on the product side, Wang Baobao is also different from traditional brands such as Ximai and Quaker in brand building. The choice of marketing methods and communication contacts is mainly based on the preferences and habits of young people, mainly on the layout of online channels. For example, Weibo, Little Red Book, Tik Tok and Mile Mile. There are also various forms, such as graphic promotion, lottery activities, humorous videos, unpacking evaluation, good things recommendation, etc. To dig deep into the content and value of the product. Different brand spokespersons were selected at different stages. In May, 2020, Xiao Huangxiang completed ten million seed rounds of financing, and launched the first product in February, 2020, including children's nutritious cereal with cereal series. Besides Tmall and JD.COM, it has more than 600 offline distributors. In March of 20021year, tens of millions of RMB financing was completed. Used for category expansion and marketing. Cooperate with domestic original animation IP faint sheep. Popular science healthy diet tells brand stories around little yellow elephants and good role models. The foreign brand Quaker Kalebi Kalebi is the largest listed snack food company in Japan, 1988. Research and development of cereal food was started, and 199 1 introduced fruit cereal, fruit cereal and yogurt in 2009, and entered China on 20 17, constantly developing innovative flavors. The marketing star with the theme of "breakfast upgrade, delicious nutrition" appeared in the offline breakfast experience space of Kalebi, showing fans how to eat cereal and plant grass exclusively. Weibo released Life. Arouse the truth among young people * * * New products are launched, and integrated marketing is "addictive". Kalebi has promoted the fancy eating method of curry-flavored cereal in Weibo, WeChat, Tik Tok and other channels, which has aroused strong repercussions. In addition, we also compared the marketing activities of two other famous foreign consumer goods brands. First, Oreo Oreo put forward the brand spirit of playing together and fully displayed it. Interact with consumers in fancy ways and create deep emotional links through multiple channels. Second, Starbucks discovered "Home Enjoying Star Island", created a new experience of consumers' home life in the post-epidemic era, and turned the pain points of the times into brand advantages. At the same time, Starbucks has opened different concept theme stores, such as * * * concept stores, to meet users' needs through more subdivided scenes. The general formula of brand communication strategy is obtained. Good concept+good gameplay (such as fancy interaction, brand story, global marketing, cross-border joint name, etc.). ) = achieve the goal of occupying a unique niche in the minds of consumers. There are still 2/3 strategies to be continued. Please update them next time. Follow me and brand marketing won't get lost. If you have any questions, please feel free to communicate.