100‰精选王中王资料

详解曼玲粥的战略配称

100‰精选王中王资料FABUSHIJIAN:2019-07-05 08:58:26

针对中国外卖粥品类第一品牌——曼玲粥,善志团队提出:明确战略目标,从战略出发,再结合全系统战略配称建设,最终品牌实现可持续赢利。


 

曼玲粥的战略配称:

1、广告语&信任状

100‰精选王中王资料 GUANGGAOYU:ZHONGGUOZHOUPINWAIMAILINGJUNPINPAI

XINRENZHUANG:MEISHIWUFENZHONGCHUYIGUO

SHIZHISHANG,MANLINGZHOUYIJINGSHIQUANGUOWAIMAIZHOUPINXIAOLIANGDEDIYI,DANMUQIANGUKEBUZHIDAO“MANLING=DIYI”,GU,SHANZHIZHUZHANGTONGGUOGUANGGAOYUJINXINGZHIJIEBIAODA,JIANG“MANLING=DIYI”CHUANBOCHUQU,QIANGZHANDIYIDERENZHI。

2、视觉锤

logoCELVE:YANGQIDENUANNANXINGXIANG

PINPAIQIZHIYINXIANG:YOUAI·WENXIN·YANGQI·PINZHI

JIANGMANLINGZHOUDELogoSHEJICHENG“YANGQI”DE“NUANNAN”XINGXIANG,ZAIJIAYIPINPAIGUSHIDECHUANBO,YOULIYUZHENGGEPINPAIXINGXIANGDESUZAO。

3、品牌文化(品牌故事)

ZAIMANLINGZHOUDEPINPAIGUSHIZHONG,SHOUXIAN,YONGWENQINGDEFANGSHIYANYI“MANLING”DEYOULAI;ZAIJIANGLAIZIMANLINGZHOUDIANDEYIWANZHOUSUODAILAIDEQINGGANJIAZHITIGAO;TONGSHIJIANG“NUANNANAOZHOU”DEZHEIYIPINPAIGUSHIJUXIANGHUA,DENGDENG。ZUIZHONG,DOUSHIWEILESUZAOSHUYUZIJIDEPINPAIWENHUAHEPINPAIGUSHI。HAODEPINPAIGUSHINENGTISHENGPINPAIZHIGAN,WEILAIYEKEYISHIPINPAIDUIWAICHUANBODEYIGEJIYIDIAN。

4、产品结构

——ZHOULEI+ZHENGPINXIAOSHI+HAIPAIXIAODIAN+KAIWEIXIAOCAI

BINGCHENG“ZIRANCHOU·JIANKANGZHOU”DELINIAN,JINGXUAN“XIAOYUANMI”ZHEIYIYUANCAILIAO,ZAIFUYIXIAODIANXIN、XIAOCAI,ZHEIYANGDECHANPINJIEGOUDAIJIXIAOFEIZHEBUJINYOUMEIWEI,GENGYOUJIANKANG、YANGSHENG。FUHEXIANZAIXIAOFEIZHEDUIYUWAIMAIDEGENGGAOYAOQIU。

5、盈利模式

100‰精选王中王资料 ——“XIAOERMEI”DEQINGMOSHISHITIDIAN

SHANZHITUANDUICHONGFENBAOLIULEMANLINGZHOUYUANBENDEYOUSHIJIYIN,BINGZAIYUANYOUJICHUSHANG,JIANG“XIAOERMEI”FAHUIDAOJIZHI,BIRU:XUANZHIYISHANGQUANJIEBIANHESHEQUJIEBIANDIANWEIZHU;TOUZIZAI10WAN-20WANZHIJIAN;DIANPUMIANJIZAI50-80PINGMIZHIJIAN......

善志·蓝品牌战略认为:各个餐饮品牌的所处市场、发展基础、产品结构、盈利模式、品牌塑造方式等并不尽相同。对于曼玲粥这个品牌而言,由于品牌自带优势基因,因此,在进行品牌升级时,着重点在于品牌认知的建设,再由战略配称进行全系统补充......

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