• 強大詞語,降低傳播營銷成本
  • 強大名稱,帶來效益的品牌資產
  • 專注命名定位,命名行業標桿
  • 360全勝命名法,成就強大品牌
強大詞語戰略
公司起名 品牌命名 戰略定位 強大形象 產品開發 營銷傳播 強大全案

创富平特马报资料图库:溢脆香

古法工藝的傳承與創新

张平特拉维夫 www.kjkzv.icu 項目背景:

       近年來國內休閑食品市場需求擴大,中高端產品消費量增大,部分企業利用渠道優勢和品牌優勢,逐漸擴大自身的市場占有率。目前國內市場上堅果炒貨的巨頭品牌占據行業的六成市場份額,剩下不到四成則有眾多其他品牌瓜分。在休閑零食“第四餐化”趨勢下,休閑食品這一細分板塊成為2017年食品飲料板塊中增長更為快速的細分板塊。我國目前休閑零食銷量已破萬億,并將保持20%以上的復合增速,有望在2020年突破2萬億銷量。 休閑零食在“第四餐化”趨勢下,市場規模有望在未來10-15年內占到我國消費者食品支出的20%。 近年來,我國休閑食品行業總產值不斷增長。前瞻產業研究院休閑食品行業分析報告預測,我國休閑食品市場規模仍將會以10%以上的速度增長,在2016年將會突破萬億元,到2021年將會達到17000億元。我國休閑食品萬億的市場發展前景將帶來良好的產業投資機會,吸引了大批投資者加入其中。未來休閑食品市場仍將持續擴大,產品品種將進一步豐富,逐漸朝健康化方向發展,同時中高端市場將進一步擴大;健康類休閑食品發展潛能也非常巨大。

Background of the project:

       In recent years, the domestic leisure food market demand has expanded, and the consumption of high-end products has increased. Some enterprises have gradually expanded their market share by utilizing channel advantages and brand advantages. At present, the giant brand of fried nuts in the domestic market occupies 60% of the market share of the industry, while the remaining less than 40% is divided up by many other brands. Under the trend of "the fourth meal" of leisure snacks, the segment of leisure food has become the fastest growing segment of the food and beverage sector in 2017. At present, China's leisure snack sales have exceeded trillion yuan, and will maintain a compound growth rate of more than 20%, which is expected to exceed 2 trillion yuan by 2020. Under the trend of "fourth meal", leisure snacks are expected to account for 20% of China's consumer food expenditure in the next 10-15 years. In recent years, the gross output value of leisure food industry in China has been increasing. The analysis report of Leisure Food Industry of Prospective Industry Research Institute predicts that the scale of leisure food market in China will continue to grow at a rate of more than 10%, breaking through trillion yuan in 2016 and reaching 170 billion yuan in 2021. China's leisure food trillion market development prospects will bring good industrial investment opportunities, attracting a large number of investors to join them. In the future, the leisure food market will continue to expand, the product varieties will be further enriched, and gradually develop towards a healthy direction. Meanwhile, the middle and high-end market will be further expanded. The development potential of health leisure food is also huge.

 
上頁
下頁

洞見:

       從品類結構來看,休閑食品包括糖果巧克力、堅果炒貨、肉干肉脯、果脯蜜餞等,種類繁多,目前受消費習慣變化、消費升級的驅動,人們更愿意消費健康且營養價值高的堅果,堅果炒貨做為休閑食品細分品類增長迅速,增速高于膨化食品、糖果等其他品類,行業景氣度高,市場潛力巨大。消費對象逐漸向更多人群擴展,市場進一步細分,年輕時尚的青年群體將成為休閑食品消費的主流。在這個消費群體中,22-35歲之間的消費者對休閑食品的消費比例更高,這是一個被“品牌概念”熏陶長大的消費群體,而且也是目前社會中更忙碌的一類人。他們沒有過多的時間精挑細選,他們更講究品牌,更在意包裝精致,對價格不是太敏感,但一定要方便購買和攜帶。

Insight:

       From the point of view of category structure, leisure food includes candy chocolate, fried nuts, dried meat, preserved fruit and so on. There are many kinds of snack food. Driven by the change of consumption habits and the upgrade of consumption, people are more willing to consume healthy nuts with high nutritional value. As a sub-category of leisure food, fried nuts are growing rapidly and increasing rapidly. Higher than other products such as puffed food, candy, etc., the industry has a high prosperity and huge market potential. Consumers are gradually expanding to more people, and the market is further subdivided. Young and fashionable youth groups will become the mainstream of leisure food consumption. In this consumer group, consumers between 22 and 35 years old consume more leisure food. This is a consumer group that has been nurtured by the "brand concept" and is also a busier group in the current society. They don't have too much time to choose carefully. They are more brand-conscious, pay more attention to the exquisite packaging, and are not too sensitive to the price, but they must be easy to buy and carry.

 

解決方案:

       溢脆香,名稱現代時尚,符合年輕消費群體喜好,賦予貴掛霜花生“古法掛霜  又脆又香”的強大詞語魅力,名稱創意新穎,調性獨特,與競爭品牌區隔明顯,有利于品牌度的快速形成。溢脆香,的體現出了掛霜花生的口感酥脆,香味沁人心脾的特征,是個傳播成本極低的名稱,能在短時間內,快速占據目標受眾的心智資源。“溢脆香”即是集合多樣口味的食品,賦予貴司休閑食品“溢脆百香,快樂無限”,寓意本品牌品類豐富、多種多樣的意思。能夠快速拉近與目標消費者間的距離。同時“溢脆香”也寓意貴休閑食品企業實力雄厚,產品種類豐富多樣,為廣大消費者提供了天然、健康、營養的掛霜花生休閑食品。利用橙色條紋的戰略旗幟,布局了掛霜花生,巧克力產品和裹面產品。

花生豆是存在于每位消費者頭腦中的強大視覺形象,我們用一顆花生豆作為主視覺圖案,飽滿的花生豆中間是經過藝術化設計后的“溢脆香”字體,認知有力,識別醒目?;ㄉ?,人們又把它稱為長生果,寓意長生長有,長命富貴。一般被看作為吉祥喜果,也寓意”花開富貴好生養“?;ㄉ窒陸峁蟊悴輝儐?,周而復始,可以不斷利用其種子種植,延續生命,不管時間怎么變遷給人長存不滅的頑強精神,花生寓意“生生不息”的生命力。一顆生生不息,充滿活力的紅色花生豆,飽滿而又更具活力,完成了文化圖形借勢的全覆蓋,這就是比強大形象更強大的文化圖形借勢。

 

Solution:

       Brittle fragrance, the name of modern fashion, in line with the preferences of young consumer groups, give Guihang frost peanut "old method hang frost is crisp and fragrant" strong charm of words, the name is innovative, unique tonality, and distinct from competing brands, is conducive to the rapid formation of brand awareness. Brittle fragrance perfectly reflects the crisp taste and refreshing fragrance of frost-hung peanuts. It is a name with very low transmission cost and can quickly occupy the mental resources of target audience in a short time. "Brittle fragrance" is a collection of diverse tastes of food, giving your leisure food "crisp Baixiang, unlimited happiness", implying that the brand has a rich variety of meanings. Can quickly close the distance between the target consumer. At the same time, "fragrant fragrance" also implies that your leisure food enterprises have strong strength, rich and diverse products, providing consumers with natural, healthy and nutritious frost-hanging peanut leisure food. With the strategic banner of orange stripes, frosted peanuts, chocolate products and noodle wrapping products were laid out.

       Peanut bean is a powerful visual image existing in every consumer's mind. We use a peanut bean as the main visual pattern. In the middle of the full peanut bean, the "fragile fragrance" font is artistically designed. It has strong recognition and eye-catching recognition. Peanuts, also known as long-growing fruits, imply long-term growth, long life and wealth. It is generally regarded as a good luck fruit, which also implies that "flowers blossom rich and healthy". Peanuts will no longer disappear after planting, and can continue to use their seeds to grow, no matter how time changes to give people the indomitable spirit, peanuts imply the vitality of "endless life". A red peanut beans, full of vitality and vitality, has completed the full coverage of the cultural graphics potential, which is stronger than the powerful image of the cultural graphics potential.

 

Perspectives

培頓

培頓

  項目背景: 教育培訓市場正向更加細分的趨勢邁進,高、中、低不同層次的培訓

燕謠

燕謠

  背景: 山東屢見屢鮮超市有限公司于2016年成立,注冊資金1000萬元,是山東元邦

瑞意投資RAISSUN

瑞意投資RAISSUN

  項目背景: 北京時代華人投資有限公司,是國內一家涉及房地產、金融等投資

Work

龍頭品質, 中國氣質
專業戰略定位命名及品牌全案策劃公司
已幫助5000多家客戶實現品牌夢想
90年代,鷹隼試翼……
命名及品牌全案代表品牌
新世紀,披荊斬棘……
奠定國內定位命名行業發展
今天,成就現在……
堅持商業與美的融合
明天,改變未來……
開拓品牌整合命名及全案新方向
關于先知中國
先知中國——中國更專業的命名及全案策劃機構,重新定義了中國命名行業,并提升了命名定位的行業發展。
先知專注于品牌塑建和品牌提升,幫助5000多個品牌走向,100多個品牌上市,200多個品牌成為品類代表,服務品牌 總市值超過5700億。
先知確信,面對新經濟挑戰,整合者及專業者才勝利者。昨天,我們定義了命名和戰略定位。今天,我們不斷超越自己,為行業格局確立發展方 向。
命名之道,唯有先知。
先知一步,成就偉業。

如何降低營銷傳播成本,累計品牌資產,打造品牌競爭力

立即致電 010-56018888

可獲得專業品牌顧問支持,抓住品牌本質,強大全案,成就強大品牌。

商標注冊排查
駁回風險評估
商標查詢
歡迎撥打先知對咨詢電話:
010-56018888

您也可以咨詢我們的在線客服
张平特拉维夫 QQ咨詢