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Bangbangcong belongs to one of the new generation family health nutrition matrix brands of Binwang Group. As the market environment changes and consumers become more diversified and personalized needs. Any brand is not immutable, and it needs to constantly adapt to the development of society and the market demand of user groups for continuous upgrading and improvement. As a benchmark enterprise for pregnancy, infant and child health, Bangbangcong continues to explore and innovate in the forefront of the field of health.
Bearing the brand concept of Binwang Group's new generation family health camp, the brand strategy upgrade will be officially launched from October 1, 2020. Upgrade, naturally can not be separated from one word: change. The upgrading of the brand is not as simple as changing the LOGO. Brand upgrading must be a comprehensive brand starting from the top level of strategy, market environment strategy, product quality and brand service of the transformative gorgeous transformation.
Service content: 2020 - brand case planning
2021 - Create a detailed product
Health food Market Overview:
The promotion of the healthy China strategy has had a positive impact on the health care product industry, and the overall development trend of the industry is good. The audience of health care products has gradually penetrated into the young group, and will further expand with the implementation of the Healthy China strategy. The scale of China's health care products market is relatively small, but with the expansion of consumer groups and the improvement of consumption power, the market potential is gradually released.
Overview of healthy food for pregnant children:
Domestic brands are underdeveloped in the infant nutrition market, and foreign brands monopolize the Chinese market. Probiotic supplements are growing faster in the segment, with sleep, cognitive development and immune-boosting products also leading the way. Vitamin and dietary supplement market share is large, but the growth rate is slowing down, and sports nutrition products are growing rapidly. There is complementarity between infant health products and milk powder markets.
Market Analysis and Insight Overview:
The proportion of direct sales increased, pharmaceutical retail sales showed a downward trend, and online sales increased sharply. It is expected that the number of mothers will reach 15.3 million in 2020, and the post-90s generation will become the main group of mothers. Mother groups trust relatives, experts and maternal and child platforms more, and online maternal and child communities have become important consumption decision-making channels. The online mobile mother and child comprehensive community is favored by mothers. Missed the marketing dividend period of mobile Internet, but online brand awareness is still the best way.
Summary: The health food market has shown a positive development trend driven by the healthy China strategy. The health care product industry needs to strengthen product research and development and innovation, strengthen brand building, fine management, and enhance competitiveness with the help of Internet technology. In the field of health food for pregnant women, infants and children, probiotic supplements and sleep, cognitive development, immunity enhancement products have potential. Market analysis shows that the proportion of direct sales increases, pharmaceutical retail declines, online sales grow rapidly, mother groups become an important consumer group, and online mother and child communities are the key decision-making channels. Brands should strengthen the promotion and interaction of online channels.
Brand identity:
Logo, as one of the core assets of enterprises, has a good crowd association among consumers for a long time. But in the symbol recognition system, a little less. Brand Chinese font recognition is difficult, the baby's face recognition in the font is low. Improve the recognition of Chinese fonts, clear and easy to read, to ensure that consumers can accurately identify brand names.
Lollipop Cong brand grafting "thumb", parasitic in the excellent children incentive culture. Occupy the thumb, combined with the Bang-bang Cong image
Become advanced culture praise special! Bang bang Cong is the thumb! Replace "bang-bang" with "bang-bang.
Praise with Bangbang Cong, bangbang Cong is an excellent baby nutrition brand!
Giving a thumb is not attractive to adults, but on the contrary, it is very meaningful to children. Because for children, this represents a kind of honor, a reward, a recognition, a symbol of a good child, but also beyond other children a sense of excellence, pride.
Mascot:
The use of 6 vision based on the baby's growth stage, cumbersome on the terminal packaging. When consumers buy goods, functional symbols are the summoning force to buy, and the mascot has too many forms, but it lacks core recognition and cannot form a strengthened memory.
Build a "super IP"
Become the brand forever free spokesperson;
Personality, vividness, stronger communication and appeal, and efficient establishment of tame relationship with consumers;
Strengthen the expression of brand in advertising communication and store image;
It can play an essential role in public life.
Wukong is brilliant and smart!!
brave 、magical 、powerful
lively 、wisdom 、smart
1, four series, planning around customer demands and product efficacy. To subdivide the population and function strengthening as the product development logic.
① Probiotic series probiotic powder solid beverage
② Basic nutrition series calcium, iron, zinc, folate, DHA, cod liver oil, etc
③ Special for infant nutrition and infants are segmented and purchased by month
④ Medicine and food cognate TCM plant solid beverage
2, product portfolio is strong and effective!
Focus on key single products to do product portfolio CP, accurate appeal to efficacy, strengthening function effect is good.
Probiotics + lactoferrin = Increases resistance
Cod liver oil + calcium = grow taller
DHA+ cod liver oil = nourishing brain
3. Point to clarity without hesitation!
With the applicable age, nutrition index clearly expressed, reduce the cost of consumer choice, so that consumers at a glance.
Different dosage forms are developed for different age stages to make use easier.
4, authoritative endorsement more assured!
Provide a chain of evidence for the product, including physician recommendations and clinical studies.
Increase the credibility of the brand endorsement, highlighting the difference of the core products.
Highlight the core differences of products, regions, raw materials, quantities, certification bodies.
Symbolization of product packaging, visualization of function parts, guidance of strengthening function symbols, color differentiation of product series. Strengthen consumers' awareness of the product and increase the re-purchase rate. Product segmentation highlights age orientation, product advantages at a glance. Let consumers efficiently choose a suitable for their own high-quality nutrition products, thereby reducing the decision-making threshold, improve the purchase rate. Strengthen the core recognition of the brand and upgrade the value of brand products.
Systematic packaging thinking, these specialized operations are just the prelude to marketing. Starting from the marketing origin, create fist products, focus on marketing potential energy, assist enterprises to create explosive products, use explosive products to drive growth, and achieve a breakthrough of 300 million to 1 billion. With explosive products to build the brand to the point with the line, with the line with the surface, with explosive products beyond the competition, with explosive products to drive the enterprise to achieve leapfrog development.
Innovative category
The essence of probiotics is to regulate the balance of the body's flora.
The greatest function of probiotics is to enter the body to regulate the body and regulate the intestinal flora. The core key is to ensure the activity of probiotics, stomach acid and bile resistance, ensure their activity, enter the intestine, and improve the balance of intestinal flora. Many human health problems are caused by intestinal imbalance, and the decisive factor is the balance of micro-ecology, which can be alleviated and treated by making intestinal flora reach the ecological balance again. In the body's self-circulation system, the intake of energy conversion, intestinal absorption is the key, intestinal health can grow healthy.
From the perspective of customer value, the "decomposition function" is divided into 1 helping absorption, 2 preventing infection, 3 promoting enterotonic, 4 regulating immunity and 5 adding elements.
Nutritional supplements are key to your gut health, creating new categories and winning the right to speak. Complex high-activity probiotics
The "composite" cognitive prototype is the category pronoun of a variety of probiotics and multi-biocapsules, which has low cost of consumer understanding and high transmission efficiency.
A new category that carries value, is easier for consumers to accept, cheaper to promote, and can explain itself.
The most essential difference of composite probiotics is that there are many bacteria, and many probiotics are well absorbed by the intestine
High composite activity - easy absorption
More nutrition, good absorption, high value.
Two ways to expand the size of the category
First, let people who have not eaten probiotics start to eat probiotics.
Clearly inform them about the importance of eating methods and products to the body, and cultivate long-term probiotic eating habits.
Maximize the essential function of probiotics, and make the fuzzy cognition of probiotics more clear for the post-90s and post-00s.
Second, get people who eat probiotics to eat more.
More occasions: Let more people take probiotic products from physical discomfort to long-term use of conditioning.
Higher frequency: The probiotics parasitic in the mainstream life scene, only by tying the mainstream consumption habits, in order to produce large-scale sales.
The probiotics will be parasitic into the mainstream eating habits of consumers, and only by tying up the mainstream consumption can the large-scale expansion of the category be achieved.
Scene occupation:
Scenario 1: The transition between breast milk and milk powder. The transition from breast milk to formula is a necessary stage for most babies, which is prone to problems such as bloating, diarrhea and constipation. And this stage is also the golden period of baby brain development, nutrition can not fall. Transferring milk powder is crucial
Scene 2: During the growth of the baby, the physique is different, and the best milk powder can not adapt to each baby, and the suitable nutrition is the best to give at different stages.
Scenario 3: Eating the same formula for a long time is not particularly good. Generally, milk powder is changed gradually after the baby is six months old.
Baby mama transfer period
Appeal: Appeal to solve the adverse reactions such as diarrhea caused by intestinal discomfort in the process of milk transfer. Reduce intestinal discomfort and form intestinal protection
Transfer milk to add bang bang Cong benefits +
Creative explosive Selling point:
The probiotic function of this market has formed a good understanding point through more than ten years of education. How to make consumers
Bang bang Cong good benefit +
Creative explosive advertising slogan:
The study found that traditional small cans, probiotics per 100 grams of content of 1 billion cfu. We compared Bangbang Cong Youyi + bag of 1.5 grams 12 billion cfu
From the magnitude ratio we extract: a bag of good benefit + three pounds of good yogurt
Repetition is the trick. Repeat and make a first impression.
There is no media advertising budget, and the product, packaging, channel, and terminal are fully media.
There is a media advertising budget, but also the product, packaging, channels, terminals comprehensive media.
In this brand upgrade, the most intuitive performance is the use of a new mascot on the brand image. "Bang Bang Cong" grafts the classic image of the Chinese cultural cognitive symbol Sun Wukong, playful, smart, full of vitality. It reflects the brand's culture and expectations. To the healthy and happy growth of babies as a mission, and Chinese parents care for the common values of baby. Sun Wukong is the representative of the classic Chinese traditional cultural and artistic figure. His smart, strong, brave, just character characteristics just like Bangcong brand concept. Brand core vision grafting "thumb" bang bang cognitive prototype, bang bang Cong is not just a product, but an honor, a reward, a recognition, a good child's praise. Occupy the thumb cognition, combined with the Bangcong image to become an advanced cultural praise special! Bang bang Cong is the thumb! Parasitic in the life scene, praise with bangbangcong, bangbangcong is an excellent baby nutrition brand! Linkage mascot image gesture language thumb and brand name echo.
From these we can see the determination of the brand upgrade. "Visual upgrade" as a very important part of the brand upgrade, not only can bring the most intuitive cognitive change for users, but also an extension of the brand connotation.
Image innovation is the only way for all brands to upgrade, so using the upgrade of product value to stimulate brand upgrading is a higher strategy. All changes at Bangbangcong are for the customer. Bangbangcong selects the world's high-quality nutritional raw materials, scientifically matches nutrition, effectively helps babies enhance immunity, and helps babies grow healthily and vigorously. Bangbangcong series of products in the form of "vitality", God in the "health", the root in the "care", with the pursuit of health and safety, continuous exploration and improvement, integration of the essence of China, to create the classic eternal inheritance of China's pregnancy and baby health products industry.
The identification of the outer packaging products is more clear and symbolic, the effect parts and product segmentation are prominent age orientation, and the product advantages are clear at a glance. Strengthen the brand core recognition, strengthen the functional symbol guidance, product series color differentiation. Thus, the decision-making threshold is lowered, the purchase rate is increased, and the consumer's cognition of the product is strengthened, and the re-purchase rate is increased. Let consumers efficiently choose a suitable for their own high-quality nutrition products, to achieve brand product value upgrade.