58 innovative plans for marketing

Chapter 25 Cultural Marketing Planning (1)
Throughout the marketing circles at home and abroad, the speed of marketing strategy innovation is accelerating, and new marketing techniques and strategies are changing with each passing day.Among them, cultural marketing stands out and has become one of the business weapons of enterprises, creating unlimited business opportunities for enterprises.The reason is that this kind of cultural marketing fits the background of the times and grasps the pulse of the market. In the 21st century, the wave of knowledge economy is surging, and the era of global economic, technological and cultural integration is coming. It is not difficult to foresee that marketing that contains profound knowledge, culture and philosophy will be widely and rapidly spread and applied. The competition in the 21st century will focus on cultural marketing. .

Cultural marketing essentially refers to marketing activities that fully utilize cultural power to achieve corporate strategic goals.That is, in the process of marketing activities such as market research, environmental forecast, target market selection, market positioning, product development, pricing, channel selection, promotion, and service provision, cultural penetration should be actively carried out to increase cultural content, and use culture as a medium to communicate with customers and customers. The public builds a new community of interests.

In short, the essential purpose of cultural marketing is to build a new cultural value chain for enterprises, closely maintain various interest groups with cultural affinity, and exert synergistic effects to enhance the overall competitive advantage of enterprises.

Classic look back
At the beginning of 2007, Midea Life Appliance entered the juicer market with its unique "Nutrition Quick Knife Combination" and other patented technologies, just like a dark horse breaking into the market.In just a few months, Midea sold 251 PP35000 juicers.

It is reported that as early as 2006, Midea began planning to enter the cooking appliance market and invested heavily in research and development.At present, Midea has more than 10 types of professional juicers and multi-function juicers on the market, covering high, medium and low prices, which can meet the needs of different consumers. On August 2007, 8, Midea signed a contract with Lu Li, the director of the Nutrition Department of the Armed Police General Hospital and a famous nutrition expert, as the "Nutrition Consultant of Midea" to jointly promote the juicer and Lu Li's new book "Healthy Alkaline Method - The Magical Power of Fruit and Vegetable Juice" ".

As soon as Lu Li's "Alkali Adding Method for Health" came into the market, its brand-new "Alkali Adding Concept" was sought after by readers, and the sales were all the way up.With the hot sale of the new book - "The Magical Power of Fruit and Vegetable Juice", there has been an upsurge of freshly squeezed vegetable juice in Beijing.Affected by this, the sales of Jingcheng juicers in major shopping malls have been rising, and some stores have even been out of stock. "At the launch ceremony of the new book, Midea was invited to provide a juice extractor and give a demonstration of the on-site juice extraction experience. I did not expect such a big impact. In the following week, the sales volume of Midea juice extractors in the Beijing market increased by 43% .” The person in charge of the marketing department of Midea’s Beijing branch revealed.

From the event that Midea hired a "nutrition consultant" for its juicer, it is not difficult to see the sharp marketing vision of Midea, a home appliance giant, and more importantly, its innovation in the marketing model of juicers, which created a small home appliance culture. The first of its kind in marketing.This move will inevitably trigger a storm of "adding alkali to fruit and vegetable juices", which will cause an uproar in the juicer market and trigger a purchasing boom of consumers.

Skillful touch
The so-called product culture is the sum of various cultural elements that reflect the material and spiritual pursuit of the enterprise with the products produced by the enterprise as the carrier, and is the unity of product value, use value and cultural added value.With the advent of the era of knowledge economy, the interaction between culture and enterprises, culture and economy has become closer and closer, and the power of culture has become more prominent. This cultural color is first reflected in the products of enterprises.That is to say, the products produced by enterprises not only have a certain use value, not only to meet people's material needs, but also more and more consider people's spiritual needs, and do everything possible to provide people with practical , Emotional, psychological and other aspects of enjoyment, more and more emphasis on the development of product cultural added value.Enterprises should strive to integrate the use value, cultural value and aesthetic value of products, and highlight the humanized content in products.In other words, enterprise products are not only the products of technology and tools, but also the crystallization of employees' lofty ideals and conscious dedication; they not only condense the general abstract human labor, but also condense the infinite creativity of employees, which is the specific value of the enterprise employee group , thinking mode and psychological, knowledge, ability of the comprehensive quality of the embodiment.In the final analysis, the product is deeply imprinted with corporate culture, and the two blend together.

thinking innovation
Starting from the modern marketing theory, it is believed that product culture is the product characteristic condensed in the core product and embodied through formal products and additional products, and it is the reflection of corporate value culture and system culture on the product.

The establishment process of core products is actually the process of product conception to meet the needs of consumers and users.The creativity of product development ideas or concepts is the embodiment of core product culture.The shaping of the core product culture is derived from the integration of the company's feelings about consumers and users' lives and rigorous technology, which reflects the value innovation of products, the company's humanistic care for consumers and users, and its awareness of social responsibility.Form product is the specific material form of the product when it appears in the market, including not only the internal quality and function, but also the external style, packaging, brand, etc.The core product can only be reflected through the formal product, and the core product culture is mainly deduced through the formal product culture.

Practical points
Generally speaking, product culture can be divided into three aspects: product quality and culture, product logo and culture, product packaging and culture.

1. Product quality and culture.Quality is the life of an enterprise and the fundamental factor for its competitiveness. The formula "1=100" reminds business operators not to be negligent in quality, because 1% of quality problems is 100% loss to consumers.Product quality is the carrier of product culture. If the carrier is not good, culture will be out of the question.

2. Product logo and culture.Product logos (trademarks) and corporate logos are cultural symbols such as specific shapes, patterns, characters, and colors used to express products or corporate images, also known as symbolic visual languages.The product logo and corporate logo can be separated or unified.The basic function is to distinguish itself from peer companies and similar products, which is conducive to public identification.

3. Product packaging and culture. "A person depends on clothes and a horse depends on a saddle", and packaging is increasingly valued by enterprises. The situation of domestic products "first-rate products, second-rate management, third-rate packaging, and fourth-rate image" is changing.From a cultural point of view, enterprises should pay attention to the following three aspects in product packaging: one is "refinement", which refers to fineness, delicacy, and excellence, and put an end to shoddy, stupid, black and thick; Bright and pleasing to the eye; the third is "different", which refers to uniqueness, novelty, different styles, and distinctiveness.

Scene reconstruction
1. Scenarios
In today's world, where the media can touch, more than 80% of children and children know "Mickey Mouse", "Donald Duck" and the famous "Disneyland".Indeed, Mickey Mouse, the world's most famous cartoon image, has been born for more than 80 years.

In the 20s, its founder, Mr. Walt Disney, used painting and other plastic art forms as the expression means of film modeling in animated films, and created an exciting world through lifelike virtual lives such as Mickey Mouse and Donald Duck. A virtual world loved by billions of people.As a result, Disney is committed to exploring popular aesthetic tastes, exploring animation itself as a medium, and gradually forming unique modeling features, becoming a model of commercial animation in the world. More than 20 years have made Mickey Mouse's personality smooth, vivid, humorous, brave and persistent pursuit of joy. While becoming the image representative of a multi-billion dollar entertainment empire, it also symbolizes American optimism, The commercialization and industrialization of popular culture and the commercial imperialism of cultural products.

After experimenting with Mickey Mouse and series of films, Disney gradually established the principles of realistic and cartoonish modeling.During the production of Disney animation films, the creators often ask real actors to perform it first according to the plot requirements, and then shoot it with a camera, so as to master the extremely important time control in the drawing of real expressions.After careful analysis, the mouth shape of the animated character can be perfectly matched with the sound.The concise, sharp, and rich animated characters we finally see on the screen are the result of cartoonization by Disney animators based on the analysis of live-action movies.The difference between animation film and art is that animation film, as a type of film, makes movement possible, so that it not only has a virtual modeling space, but also a virtual movement space.Disney's animation principles also include the principle of elasticity, the principle of anticipation of action, the principle of following and overlapping action, and the principle of exaggeration.

Disney has made Mickey Mouse an image representative of various cultural products such as magazines, clothing, and websites, and has repeatedly explained the importance of continuous innovation. This has also made Mickey Mouse an extended cultural chain that continuously increases added value.

Question: What culture does Mickey Mouse embody?
2. Role simulation
Suppose you are the planning director of a bank, how do you work hard on credit cards and logos to reflect a unique and charming product culture?

3. Thinking Enlightenment
Through the study of this section, how do you understand the culture of additional products?
Additional product culture cannot be ignored. Additional product culture refers to the attachment culture of additional products with product introduction, delivery, installation, maintenance, technical training, product guarantee, etc. as the main content. In fact, it is the company selling product entities to consumers and users. The culture of service provided.In the buyer's market environment, consumers have both an emotional and personalized side, as well as a rational and mature side in the choice of durable goods. This is mainly reflected in the fact that in addition to comparing product performance and prices, consumers pay more and more attention to product services. More and more.

4. Physical training games
Props: some paper, some pens.

Number of participants: 12 people.

Method: 12 people were divided into 3 groups, 4 people in each group.Set up a specific scene, and each of the three groups plans a product culture marketing plan for a specified product.

Rules: Time is 60 minutes.Which group finishes quickly and well within the specified time, which group wins.

Purpose: Through the game, cultivate the game participants' ability to plan product culture marketing.

5. Improve plan
Reference answer

1. Situational case: Mickey Mouse embodies cultural characteristics such as American optimism and popular culture.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment: the answer is omitted.

Classic look back
Wang Wei, a poet in the Tang Dynasty, once had a famous saying: "Red beans are born in the southern country, how many branches come in spring? May you pick more, this thing is the most lovesick." Since then, red beans have become a symbol of the purest and most beautiful emotions in the world, condensing the essence of Chinese culture for 5000 years. The meaning of love, lovesickness.Zhou Yaoting took this as a business opportunity and established Jiangsu Hongdou Group.The red bean shirts it produces also stand out from other similar brands and become a brand with cultural connotations.Therefore, young people give red bean clothes to each other to express noble and pure love; old people collect red bean clothes and miss the love in the past; overseas Chinese leave red bean clothes to show their patriotism and homesickness; Because of its cultural value, one after another bought it as a gift to relatives and friends, and strongly invited the Hongdou Group to go to Japan to set up a joint venture factory to produce red bean spleen shirts.

The unique cultural connotation of red bean endows the red bean brand with a strong cultural connotation, arouses the homesickness of countless wanderers, and leaves a deep impression in the minds of consumers.

Skillful touch
With the continuous improvement of people's consumption level, people's consumption demand has changed from quantity to quality.Market competition has thus risen from product competition to brand competition.Marketing has also entered the era of brand marketing accordingly.In brand marketing, brand competition is no longer a symbol of a product, but a brand concept in a cultural sense.In other words, a brand no longer just means a nice name or an eye-catching logo, it also means a certain image meaning and cultural connotation.Consumers' attention to brands also lies in the psychological benefits of cultural value that brands can bring.The introduction of brand culture shifts the focus of marketing from product appeals to cultural appeals.Brand culture marketing is to put forward corresponding brand culture and marketing strategies through the analysis of each element that constitutes brand culture.Brand culture refers to a brand's unique name or logo, or a combination of these two elements.The sum of value concepts such as interest cognition, emotional cognition, emotional attributes, cultural traditions, and personality images they represent helps consumers identify and distinguish the products or services of this particular seller.

thinking innovation
Brand names and logos are only the external manifestations of brand culture, and their rich cultural connotations can be divided into benefit cognition, emotional attributes, cultural traditions, and personality images.

Brand benefit cognition refers to "consumers can recognize the benefits brought by the functional characteristics of a certain brand".Sometimes, certain products do have their unique functional characteristics, but they may not be realized by consumers, and brand culture is to convey to consumers the value information of products with unique capabilities in certain aspects through benefit recognition. Thus leaving a deep impression in the minds of consumers.

In the process of brand recognition, consumers will transform the brand's benefit culture into certain emotional benefits.While people are purchasing the functional benefits of a product, they are also purchasing the emotional attributes brought about by the product.

Traditional culture is the most extensive and profound source of power for products, and therefore brands have their distinct characteristics and long-lasting and vigorous vitality.

The personality image of a brand means that a brand, like a person, has its distinctive personality characteristics and brand image, so that people can realize the interests and characteristics represented by the brand no matter whether they see the logo and name of the brand.Compared with the other three elements, personality image puts more emphasis on the distinction between a brand and other brands.The more prominent the personality image of the brand, the deeper the consumer's awareness of the brand, and the more obvious the advantage of the brand in the market.

Practical points
Starting from the characteristics of their own products, enterprises can design appropriate brand culture marketing strategies with the help of tangible carriers of brand names and logos, that is, benefit-cultural cognition-based marketing strategies, emotional-attribute-based marketing strategies, cultural-traditional-based marketing strategies, and personality image marketing strategy.

Benefit-aware marketing strategy refers to the brand positioning based on the difference between the product and other products or the strong characteristics of the product itself.For consumers, what he buys is not only the characteristics of the product, but also the subjective psychological feelings brought about by the product characteristics.Therefore, corporate marketers should not only be good at discovering the advantages and characteristics of the product itself, but also connect this characteristic with people's specific psychological needs, so as to truly realize brand cultural marketing.

Maybe people from different cultural backgrounds have different cultural customs.However, people with different cultural types have the same or interlinked emotional world.The most common types of emotions are patriotism, hometown, romance, warmth, family, friendship, love and so on.Therefore, emotionally appealing advertisements are the easiest to promote on a global scale, and are also the easiest to resonate with consumers.The emotional attribute marketing strategy is to start from the existing emotions in the hearts of target consumers, and make the best use of the situation, so that the image of the brand can strongly trigger the "emotional complex" rooted in the hearts of consumers, and perfectly integrate with it, thereby causing consumption. The sympathy and recognition of the audience, and finally "love" and "loyal support" for this unique brand.

Different countries have different traditional cultures.The cultural traditional marketing strategy means that the enterprise does not focus on other appeal points when establishing the unique brand image of the product, but builds a cultural image that is suitable for it from the traditional cultural personnel valued by the target consumers.

The personality image marketing strategy focuses on emphasizing that the uniqueness of the brand is that it has a personality similar to people.Therefore, it can not only arouse people's sympathy and recognition, but also become a tool for target customers to express their own characteristics, that is, a "mouthpiece" that reflects their identity.

Scene reconstruction
1. Scenarios
Head & Shoulders is a special shampoo for dandruff removal, which has been verified in actual clinical trials.Yet even if Head & Shoulders did have this advantageous trait, the existence of dandruff seemed to be dismissed a few years ago.How can consumers be as aggressive in combating dandruff as they are in eradicating lice and fleas?Head & Shoulders advertised "You don't get a second chance to make a first impression."These words sound sweet, but in fact there is a "murderous intention" hidden - if anyone does not insist on eliminating dandruff, he may leave a bad impression on others, and even ruin his career.In a TV ad that aired in Japan, Head & Shoulders described a girl in her prime who was attacked by dandruff before her decisive entrance exam. "My studies are over," the girl said desperately.At this time, Head & Shoulders fell from the sky and saved her academic career.This ad implies that the function of Head & Shoulders to remove dandruff can satisfy people's psychological needs for social affirmation and social respect.Therefore, Head & Shoulders opened the door to world marketing.

Question: What elements stand out in the brand culture of Head & Shoulders?

2. Role simulation
Suppose you are an expert in marketing planning, and now you are designing the name and logo for an air-conditioning business, how do you find out its cultural fit?
3. Thinking Enlightenment
What role can an enterprise play in implementing a brand culture strategy?What meanings are included?
(End of this chapter)