Cultural Marketing -- Reshaping The Brand'S Sword

The competition of enterprises in twenty-first Century will depend to a certain extent on the contest of cultural power. Enterprises without strong corporate culture will lose the nutrition necessary for development, and the development of enterprises will face difficulties.

Contemporary American economist Leicester

I. what is culture?

Culture is the content of social history.

As long as it involves elements of ideology, such as language, religion, values, ethics, customs, aesthetics and cultural education, it can be integrated into the cultural category; because the ideological factors are the most difficult and can not be changed in a short time, the purpose of cultural marketing is not to change, but to discover, inspire and adapt.

Two, the essence of cultural marketing

In marketing, we should not only adapt to the ideology of the target customers that have been widely recognized, but also be good at discovering and utilizing the power of culture to influence and stimulate the ideology deeply embedded in the inner part of the target customers. The core of cultural marketing is to discover and establish a meeting point between brands and consumers in a certain ideology. The so-called "Alpine cloud and mist is long, and water sighs".

Cultural marketing must be rooted in the brand and corporate culture. It is a means to pfer and enhance the connotation and value of the brand through culture. The highest state of cultural marketing is: "sneak into the night with the wind, moistening things silently."

Seeking differential advantage and core competitiveness is the most basic strategic choice in enterprise competition; however, with the intensification of market competition, the rationalization of enterprise competition behavior and the growing maturity of consumers, the differences between enterprises are becoming smaller and smaller. The strategic advantages of enterprises, such as natural resources, capital, technology and scale, are no longer an advantage because of the narrowing of the gap between them. The competition in the marketing level of products, prices, channels and promotions is rapidly being imitated and borrowed by the smooth flow of information and the perfection of market mechanism, and only the unique culture rooted in the brand can not be duplicated.

This also enables us to find a sword that can kill the tight encirclement and rebuild the brand value in the fierce market competition.

Three, several points of specific operation of cultural marketing.

(1) when developing strategic marketing objectives, enterprises must establish cultural sub goals, and sub goals should include expanding the influence of corporate culture, or inspiring customers' brand culture.

Cultural variables should be considered as an important factor in market segmentation.

(2) exert the influence of cultural marketing on every contact point that you may have contact with customers.

The power of culture penetrated into the whole process of marketing; from the product positioning, market segmentation, product packaging and appearance design, exhibition and exhibition, promotion planning, service, CI, VI strategy to CS strategy, brand strategy, public relations and other aspects, we should inject cultural factors and exert cultural influence.

(3) by actively planning and participating in various activities with cultural connotations, we gather the target customers and convey the connotation and value of the brand.

Mengniu, through sponsoring "super girl" to promote the cultural marketing activities of sour yogurt brand, should be regarded as a classic in recent years to locate brand image, gather target customers and achieve success in a short time in cultural marketing.

In 2004, Mengniu introduced a new product, "yogurt", how to push the market and achieve high sales volume in the short term, which is a challenge for Mengniu people.

After many twists and turns, the first Super Girls program made by Hunan satellite TV attracted interest from Mengniu, because the audience of the program is a young female audience aged 12 to 24, who coincides with the consumers of Mengniu yoghurt.

As a result, Mengniu yogurt changed the traditional way of product marketing. In 2004, Mengniu's advertising words were "delicious doubles Mengniu yogurt" (publicity is better than a brand). In 2005, the theme word became "sour sweet and sweet is me", without mentioning sour yogurt.

After that, Mengniu concentrated all the resources and publicize the beauty of super women. All activities are linked to super girls.

As a result, thousands of 12 - to 24 year old young female viewers fell in love with super girls, forming a powerful media, raising the popularity, reputation, credibility and sales volume of Mengniu yoghurt.

As the CCTV brand operation consultant and the super female chief plan Yuan Fang Fang said, the traditional brand growth mode is: popularity, reputation, credibility, loyalty and dependence, but this pmission speed is too slow.

Mengniu's advertising investment has increased from "saving" to "fighting". Instead of relying on overwhelming advertisements, it has used the strong media of young girls to directly cross the reputation and credibility, and achieved the first brand of yogurt from scratch in a short time.