Love is still non-cake - is meaningless meaningful difference

 Love yet.
Mm meaningless non-cake is also a significant difference
2007   4 months of a night, Foma Interview with Mr. Ye and his party, accompanied with a product called heart cake volume products, hoping to open up a whole new product for the market Fuma!
cake industry in China, Foma has been in the second and third line brand position, even though the industry has fought nearly 30 years, but in low-end brand image has always been difficult to raise, and now hope that with > Swiss roll is from Switzerland, we have not known, but we are worried: Although they are called Switzerland, but in real terms in the hearts of Chinese people has become a cheap food. because there are many brands in Europe and Malaysia, through smuggling channels Fujian, Guangdong and other coastal market sellers, and sell very well. neither of these products do not have to do with advertising promotion, direct a low price, each costing price is only 0.5 yuan, occupying a considerable part of the market. and 0.5 yuan pricing, but also directly led to the Swiss paper presents the category of cheap temperament, as the eyes of the Chinese people the eyes of the theory, will find extremely difficult. The first thing people will be rooted deep knowledge and more memory in the brain, even cost a lot of education costs, it may not change that perception, not to mention we also Customers do not want to spend a lot of money to do some impossible things.
and produce the same attack on the Swiss roll were also in order to better benefit the Friends, Lotte, Daly Park School class, represented by nearly every year, billions of the market share of sales, and increasing year by year. In addition, the pie in this category in the category name on the account for a large cheap, The category temperament, but also catch up no difference, no difference between channels, no difference in how to make a new brand out of the high degree of homogeneity of the category of the Red Sea?
products have no difference: although the Swiss roll for the new record category, with the competing products in the form of the difference in but the product taste, taste products with the original allocation is not very different, especially in the taste with Orion cake products are almost identical.
no difference in the price: the fifty cents in any case not allow the sale of the Swiss roll sold more than a dollar, market practice has been determined the value of this category.
channel strategy similar: no difference in sales channels, new products will inevitably limited by the existing sales network in the channel, end the siege into a similar product; < br> Product no difference, no difference in price, no difference between channels, a direct result of that paper will fall into the cake category Swiss Red Sea, and in the sense of the value is far behind in the pie! the brand can not seem to operate as a low-cost The expansion of higher value category, how to blaze a blue ocean, we hope the innovation category!
a new product to the new brand identity into a huge category in the competition, is often difficult to attract the consumer the attention, Foma single volume from Switzerland physical properties and set up product attributes, we have hard to find a breakthrough, so we tried to start from the target group of consumers who, from the target consumer group's preferences and attention oriented to find that they can arouse resonance points of difference.
mainstream population, non-mainstream culture
through early market research, we found that cakes and biscuits market, industrial consumers mainly in 16-39 years, 16-25 years old while most of the two Core consumer representatives:
through better education, focusing on quality of life, open to new ideas and new knowledge.
the two groups is the so-called opinion leaders, they are the brand's core consumer groups, opinion leaders of the brand's target consumer groups have branded driven by a strong guiding role.
opinion leaders in our mind by analyzing the resources to create a fit between corresponding points. opinion leaders want? taste, fashion, satisfaction, convenience, curiosity, enjoyment, fresh, fresh , the novelty, personalized, funny, humor, and entertainment? then we should be how to meet their needs, and to win the sympathy of opinion leaders do?
the spirit of fun and entertainment in this era, everyone the pursuit of individuality, common was cold, young people are eager to be unique, many people want to be able to identify in one's own personality, in such a drive, the previous kinds of popular culture has become a mainstream culture.
spirit and rebellious spirit, can we win the applause of young people.
more entertaining spirit of the Swiss roll?!
to add entertainment elements to our products, with young people play a game?
alternative? Searching? non- mainstream? interesting? personality? edge of the culture? fresh?
to the attention of the crowd caused the core to create a new focal point?
cake + Fresh + Searching + the spirit of non-mainstream + entertainment =?
make our products are known.
a true category is mm differential positioning,
one eye economy mm positioning game,
However, whether it is but had obtained an unprecedented success.
where is the battlefield?
we know that product positioning, not only the location of the mind set of consumers, but also need to have a correct market position. the right of the battlefield can benefit We formations and win.
completed the minds of consumers in the study, we also need to look Research into the cake market, the market is bound to the first class of repression by the cake, Orion, Master Kong brand strength, Orion 15% market share of nearly far ahead of competing products, the market leader in industrial cake; Master Kong with too small, the current industrial cakes market, only 60 million or so, industrial cakes market segment Orion only the current market share is only 6-7 million, and baking more than 700 billion market compared to large markets can be described as the tip of the iceberg. < br> Compared with knowledge, we should not only narrow the field to the market, so we even greater odds to win!