58 innovative plans for marketing

Chapter 26 Cultural Marketing Planning (2)
4. Physical training games
Props: some paper, some pens.

Number of participants: 18 people.

Method: 18 people were divided into 3 groups, 6 people in each group.Set up a specific scene, and the three groups write a brand culture marketing plan for a designated brand.

Rules: The time is 60 minutes. Within the specified time, which group has a perfect and feasible plan will win.

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

5. Improve plan
Reference answer

1. Situational case: The brand culture of Head & Shoulders highlights the elements of social affirmation and respect that meet individual wishes.

2. Role simulation: The answer is omitted.

3. Thinking solution ideas: Implementing brand culture strategies is an important aspect of differentiated brands. It can effectively enhance the huge added value of the brand, improve brand reputation and brand loyalty, and play a booster for brand integrated marketing strategies role.Therefore, using and penetrating the cultural meaning of the brand has become one of the basic tasks of marketing.In this sense, the brand culture strategy includes the following two meanings: first, to maintain the original positive cultural connotation, that is, to tap the connotation of the brand's physical attributes and people's subjective consciousness to determine its connotation.Second, create new cultural meanings, realize the transfer from cultural environment to products, and enhance or re-change consumers' perception of brands.

Classic look back
Changyu Group has a history of 115 years (1892-2007), and it can be described as a "century-old store". Changyu is an organic combination of culture and marketing. Changyu has rich brand cultural resources, political cultural resources, and wine cultural resources. , it is Changyu's years of cultural accumulation that has achieved its century-old quality.

Historically, many dignitaries in the late Qing Dynasty and the Republic of China became associated with Changyu.Li Hongzhang personally issued the license, granted tax exemption for 3 years, and patent protection for 15 years; in 1912, Weng Tonghe personally wrote the door head; , comparing Changyu with Bai Gui and Yidun in the Spring and Autumn Period and the Warring States Period, showing that its management is sound.

After the founding of New China, the party and state leaders paid a lot of attention to Changyu. In 1954, when Changyu Wine was exported for the first time after the founding of the People’s Republic of China, its Gold Award Brandy and Moutai were selected by Premier Zhou and sent to the International Banquet Hall in Geneva, Switzerland to entertain representatives from various countries. It is the crystallization of national wisdom of making foreign things serve China and uniting Zhubi; in 1956, Chairman Mao Zedong made a proposal to Changyu Company in the report on the national sugar, wine and food industry that "We must vigorously develop wine and wine production and let the people drink more wine." In 1956, Premier Zhou allocated special funds to Changyu Company to improve the quality of famous wines; in 1992, during the [-]-year celebration of Changyu Company, Comrade Jiang Zemin inspected Changyu and wrote an inscription: "Canglang wants to have a poetic flavor, and brewing can be fragrant."

This is Changyu's unique brand culture. Therefore, Changyu took advantage of the momentum to divide cultural marketing into two parts: one is to cultivate wine consumption culture; the other is to spread Changyu's unique brand culture. In 1997, Changyu held a century-old cultural tour exhibition in major cities across the country to introduce the past, present and future of Chinese wine, popularize wine knowledge, let people feel the beauty of wine culture, and attract those occasional and tentative consumers. This is Changyu Promoted consumer culture.In terms of disseminating unique brand culture, Changyu has taken multiple approaches simultaneously. The first is to let the guests visit the century-old wine cellar and use the wine cellar as a metaphor for Chenxiang; the second is to establish a wine museum; the third is to build a grape estate; the fourth is to restore cultural relics; "International Wine City" article; Sixth, implement the famous brand strategy to build a century-old strong brand in China.

Changyu's cultural marketing is like a heavy punch, breaking the market, and at the same time, it also ranks first among the top ten fruit wine brands in the country.This is the charm of cultural marketing!
Skillful touch
Corporate culture refers to the sum of material culture and spiritual culture created by enterprises in production, operation and management activities under certain social and historical conditions.Specifically, it refers to the unified employee awareness, thinking, and behavioral corporate philosophy, code of conduct, ethics, entrepreneurial spirit, values, corporate system, cultural environment, and corporate products, among which values ​​are the core of corporate culture.The essence of enterprise culture is a kind of management idea and management method that is centered on people, uses cultural induction as a means, and aims at stimulating employees' conscious behavior.Corporate culture has five functions, namely goal-oriented function, cohesive function, fusion function, restraint function and incentive function.Now many domestic entrepreneurs have felt the influence and role of corporate culture that cannot be ignored in the development of enterprises.

thinking innovation
The marketing function of corporate culture refers to the widespread recognition and recognition of consumers through the outward communication of corporate culture, thereby generating a good and deep impression, generating emotional exchanges and communication between the company and consumers, and improving consumers' awareness of the brand. The trust and loyalty of consumers can stimulate the growth of consumption, thereby promoting the function of marketing work.

The marketing function of corporate culture is comprehensively reflected through the following core elements:
1. Corporate values.The value concept of an enterprise is the core component of the corporate culture. It determines the business philosophy and style of the enterprise, controls the development direction of the enterprise, and has a profound impact on the shaping of the external image of the enterprise. Values ​​matter.For example, excellent corporate values ​​such as "Go to the world and win glory for the country", "Create a well-known enterprise, revitalize the national industry", "Integrity first, repay the society" and other excellent corporate values ​​have clarified the company's lofty ambitions, broad minds, and caring for people's livelihood from different angles. The lofty spiritual realm, to a large extent, has shaped a good corporate image, which is very friendly and appealing to consumers, so that consumers can have a deep impression and lasting memory of the company, products and brands. , thus stimulating consumers' consumption desire.

2. Entrepreneurial spirit.Entrepreneurial spirit is the soul of corporate culture, and a good spiritual outlook is the source of vitality of an enterprise, such as "Unity and struggle, truth-seeking and innovation", "Achievement of great achievements, due to you and me", "Learning and progress, unity and progress, enthusiasm and mutual assistance, and overall dedication Excellent enterprise spirits such as "First" have created a good spiritual atmosphere, which not only produces a strong cohesion among employees, greatly improves the enthusiasm and initiative of employees, but also improves the quality of employees, so that employees gradually form Standardized manners and civilized conversations can always reflect a distinctive spiritual outlook.In the process of interacting with other social groups, it is easy for employees to leave a good impression on each other, and it is easy to get recognition and communication. "Only excellent people can produce excellent products", which will eventually lead to consumers having a good impression of the product. Reality of consumers will become more loyal, and potential consumers will become actual consumers.

3. The visual image of the enterprise.The visual image of an enterprise is the most intuitive and most easily disseminated corporate culture element to social groups.All the various elements that constitute the visual identity of the enterprise, such as the registered trademark of the enterprise, product packaging; various materials used for promotional slogans, texts, photographs, pictures, staff clothing, factory appearance, etc., directly reflect the visual image of the enterprise.Through these elements, social groups will have an intuitive understanding and impression of the company, and it is also the most direct and important way for consumers to know the company and products.And whether this kind of understanding and impression is good or not is directly related to their purchasing behavior.

4. The quality culture of the enterprise.Consumers' trust in product quality is the most critical factor affecting consumers' purchasing behavior.The excellent quality level of the enterprise's products, effective quality assurance system and credible quality commitment constitute the enterprise's excellent quality culture. Its dissemination will improve consumers' trust in product quality and become an important reference factor for consumers to decide on purchasing behavior. , played a role in guiding consumer buying behavior.

5. The service culture of the enterprise.At present, the level and level of consumer consumption are increasing day by day. While pursuing excellent product quality, they also attach great importance to the service quality of enterprises.With the development of science and technology, the difference in product quality will gradually narrow, while the difference in service quality is very large. Consumers' choice of products will focus on the choice of service quality.Free delivery, quality "three guarantees", regular visits, door-to-door service, etc. constitute a good service culture of the enterprise, which will greatly affect the purchasing behavior of consumers.

6. The reputation of the enterprise.A person with good character will be respected and trusted by everyone, and others will be willing to associate with him, and will establish a good interpersonal relationship.Similarly, if the "personality" of an enterprise is good, it can also be recognized and trusted by consumers, so they are willing to consume its products.The reputation of the company determines the quality of the company's "character". If the quality of the company's products is good, but it always talks empty words and lies, the promise cannot be fulfilled well, and the reputation is not good, it will make it trust. As the degree decreases, consumers will gradually give up consumption of their products.

Practical points
Effectively exerting the marketing function of corporate culture must start from the following aspects:
1. Build an excellent corporate culture.Without an excellent corporate culture, it is impossible to bring into play the marketing function of corporate culture.Therefore, the quality of corporate culture is directly related to the effective marketing function of corporate culture.The most fundamental thing to effectively play the marketing function of corporate culture is to strengthen the construction of corporate culture and improve the quality and level of corporate culture.In particular, corporate values, spiritual outlook, visual image, quality culture, service culture, corporate reputation, etc. are the focus of construction and improvement. This is a long-term process. Enterprises cannot rush for success, but must persevere.

2. Pay attention to the external communication of corporate culture.The marketing function of corporate culture can be reflected only when corporate culture affects consumer groups through external communication.Therefore, attaching importance to the external communication of corporate culture is an effective guarantee to reflect its marketing function.There are many ways to spread corporate culture to the outside world, but most of them focus on the following aspects:
(1) Emphasis on the communication role of marketers

Marketing personnel are the personnel in an enterprise who directly contact consumers and customers. Marketing personnel are a very important window and way for the outside world to understand enterprise information.Marketing personnel are responsible for the important way of disseminating corporate culture, and actively disseminating corporate culture is also an important means of promoting their own sales work.

(2) Strengthen external publicity

The promotion of commercial advertisements plays a huge role in improving consumers' awareness of enterprises and products, but the excessive utilitarianism of commercial advertisements and the passive acceptance of consumers have very large limitations on the promotion of corporate culture.Therefore, the dissemination of corporate culture should not rely too much on commercial advertisements, but should open up a variety of channels, such as actively carrying out various public relations activities and participating in social welfare activities.

(3) Pay attention to enterprise visitors

Every person who visits the company will have a very intuitive and deep impression on the company, and the corporate culture will be disseminated and communicated at zero distance.If an enterprise leaves a good impression and good memories on the visitors, it will not only stimulate their consumption of products, but also introduce and disseminate them to the surrounding people, which will affect a large number of potential consumers.

3. To create a good brand image.With the development and exchange of science and technology, the gap in product quality will become smaller and smaller. The competition among enterprises will be the competition of culture. Brand is the most important carrier of corporate culture communication. Corporate culture is finally reflected in the brand image and In terms of connotation, the era of brand marketing has arrived, and brand image has increasingly become an important factor affecting consumer purchasing behavior.How brand image is related to the quality of corporate culture marketing function realization.At the same time, the quality of corporate culture also directly affects the brand image, and the two complement and promote each other.Building a good brand image is extremely important and the most urgent.

Scene reconstruction
1. Scenarios
Beijing Wentelai Hotel is a unique business hotel, which pays great attention to the design of corporate logo and the cultivation of corporate culture.The content of corporate culture can be summarized as "she welcomes you with a sincere and bright smile; your home is located in the bustling CBD central business district; a three-star hotel, a hotel without winter, the World Golden Key Hotel Alliance Member hotels; the pursuit of zero-defect details, four outstanding golden keys, and countless excellent Wentley Gold Stars; passed the ISO9001/14001 system certification; the humane, personalized and standardized Wentley hotel culture is closely related to guests melt".

The official implementation of corporate culture marketing was first introduced by IBM, and it was very successful.For Wintray Hotel, corporate culture marketing is not just about having a nice hotel name, nor is it about transforming or improving the level of hardware, nor is it simply about creating the image of the hotel. Unique cultural connotation.The corporate culture marketing of Winterley Hotel is using its cultural connotation as a marketing tool, relying on this cultural connotation to express its distinctive personality of "a hotel without winter" in front of the outside world and guests, so that the outside world and guests have a stable relationship. , good impression.Everyone in the hotel can now recognize the unique corporate culture of Wentelai Hotel, and unswervingly create a unique hotel image.

2. Role simulation
If your enterprise scale is relatively large, but the cohesion is not enough, and the turnover of employees is relatively fast, then how can you strengthen the construction of corporate culture and enhance internal cohesion?
3. Thinking Enlightenment
Should enterprises pursue individuality when building culture?

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

Number of participants: 24 people.

Method: 24 people were divided into 3 groups, 8 people in each group.Set a specific scene, and the three groups write a corporate culture planning plan for a certain designated company.

Rules: Time is 80 minutes.In the allotted time, which group does it fast and well, and which group wins.

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

5. Improve plan
Reference answer

1. Scenario case: Transmit the image of "a hotel without winter" to all guests through various channels to start cultural marketing.

2. Role simulation: The answer is omitted.

(End of this chapter)