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商务英语毕业论文:Analysis of bread marketing strategy

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1 Introduction

Founded by Singaporeans Guoming Zhongbread Breadtalk food group (hereinafter referred to as the "Breadtalk")in 2000 in Singapore was formally established, to invest in open boutique breadcake shop chain based, has breadtalk has business development to Indonesia, thePhilippines, Kuwait, Malaysia, China, China, Hong Kong, Taiwan, Macau, China,Thailand, India and other Southeast Asian countries and regions, in the countrywas generally praised, in the international is also famous. More continued togain the most welcome brand, the most famous brand, the most promising brand,super brand and many other awards. In 2003, breadtalk allowed to in SingaporeStock Exchange listed, become the world's first listing of bread production enterprises.In just a few years time, why bread brands can get so successful? This ismainly due to the bread industry's first experience of the marketing strategy.

On the basis of Strategic horizons LLPconsultant company co - founder B. Joseph pine II and James H. Gilmore indouble issue of the Harvard Business Review 1998 July to August, the experienceeconomy era coming, welcome to the experience economy pointed out: experienceeconomy era has come, the distinction, the four stages of the evolvement ofeconomic value for commodities, goods and services and experiences. Obviously,the evolution of economic development has been from the past agriculturaleconomy, industrial economy, service economy to the present stage of theexperience economy. The so-called experience economy, is refers to theenterprise to serve as the center of gravity, goods as the material, for theconsumer to create a memorable feeling. The traditional economy mainly focus onproduct features strong, has the advantages of beautiful appearance, the priceadvantage, and experience economy is starting from the life and situation, andshape the sensory experience and thinking, in order to seize the consumer'sattention, change consumer behavior, and to find new survival value and space forthe product. In terms of the current consumer behavior, consumption is not onlyto buy useful things, or consumers to tell their own language". In theaffluent society, when the food and clothing, comfort is not a problem, thesymbol of any commodity, people want to buy is not only the commodity itself,as well as the symbolic significance of the additional. With the experience ofa commodity to sell, experience of consumer type cyclone began sweeping theglobe, following the service economy, experience economy is beginning toflourish.

Now, according to Dr. - Byrd Schmidtwrote the "experience marketing" pointed out five strategicexperiential modules: sense, feel, think, act and related to analyze breadmarketing experience.

2 Experience marketing

2.1 Senses

Sensory marketing is the pursuit of thegoal is to create a sense of perception of experience, its role in humanvision, hearing, touch, taste and smell. Sensory marketing can be divided intoidentifying the company and the product, causing the customer to purchasemotivation and increasing the added value of the product, etc.. Each a breadshop is very modern: transparent glass, concise store decoration, buildingelements perfect interpretation of the charm of art and fashion. Through theperspective of the operating space of glass can allow customers to see the chefwith a clever craft to create a masterpiece of bread, with a great visualimpact. Such as hairy loose hot bread is bread original unique signs, Nanyangspecial sauce and then wrapped in a thick tempting meat, spicy to unstoppable,cool to difficult to refuse. And such as "bag of dried shrimp", bendover bend shape likeness a prawn, and the full shrimp stomach original fullTibet bead jade, "bag" is derived from the Nanyang shrimp and itsunique reference bar sauce, taste the most Nanyang style. Customer in soothingbackground music, smelling the smell of freshly baked bread, taste all try toeat bread, chose their favorite varieties. These strong visual, auditory,olfactory and gustatory feel become consumers favor bread to find room, beautyof food. Customer in soothing background music, smelling the scent of freshlybaked bread, taste all try to eat the bread, the final choice of their favoritevarieties. These strong visual, auditory, olfactory and gustatory feel becomeconsumers favor breadtalk, driving force to find a room, beauty of food.

2.2 Emotion

Emotional marketing demands ofconsumers' internal feelings and emotions, the goal is to create emotionalexperience, can be a gentle, gentle positive mood, can also be a joy, pride andeven a strong emotion. The operation of emotional marketing needs to know whatkind of stimulation can cause the consumer's mood, so that consumers willnaturally be infected and integrated into the corresponding scenarios. Breadfor each kind of bread took a novel and unique name, such as "ShanghaiNong", "bag of dried shrimp" blend of dialects and connection ofcurrent events such as "space,", "earthquake". These namesgive customers a fresh feeling, to further stimulate the pursuit of youngcustomers "anti traditional fashion, fun and fun" emotional appeal.

2.3 Thinking

Thinking about marketing appeal isintelligence, in a creative way to cause the customer's surprise, interest andfocus on the problem or decentralized thinking, for customers to createawareness and problem-solving experience. For high-tech products, thinkingabout the activities of the program is generally used. In many otherindustries, thinking about marketing has also been used in product design,promotion, and communication with customers. Breadtalk each kind of bread todesign a beautiful brand story and write these stories on the brand, placednext to the bread. Customers come to the store to buy bread, not only to enjoythe bread, color, smell, taste, shape, but also to understand the bread, breadand so began to talk about the customer. For example, the bread of the originalsignature bread called "loose", it has such a story: a brisk morning,an old grandma to ancestral floss accidentally spilled in the milk sauce,muddled old grandfather to they are coated with soft bread to eat, have neverthought incredibly delicious. Since then, the dried meat floss bread became afamily heirloom of the United States for the guests. These meanings ancient anddistant, creative story caused consumers to think deeply, to become a bridgefor bread and consumer communication. And beautiful "banana" breadtells the story of two love exotic Baker's declaration of love, silky bananasand sweet red bean is the emotional formula. From Hokkaido, Japan's masterItaru, traveled to Singapore bread talk work. Here he met the a beautifulcolleagues, also carried a good foreign marriage. Southern woman affectionatelysurging in his heart the passion of creation, finally completed the greatbeauty of bread.

2.4 Action

The goal of mobile marketing is toaffect the physical experience, life form and interaction of the human body.Mobile marketing by increasing the physical experience, pointed out that thealternative ways of doing things, alternative forms of life, throughinteraction, enrich the lives of consumers. Changes in consumer lifestyles arebeing triggered, or spontaneous, or may be caused by the role of idol (such asfilm and television, or famous athletes, etc.). For example, bread talk duringthe 2010 Soccer World Cup held "Springfield fast-paced world cup events,through the special world cup cake series:" scoring "and the"World Cup "combined with cartoon fashion, McDull image to attractconsumers, the perception of a passion, the natural way of life, stimulateconsumer's purchase action. And as bread by successfully sponsored the tenth,eleventh, Twelfth "global Chinese music charts list and the 13th"Dongfang Fengyun list ", further lock the young and trendy young people asthe main target consumers.

2.5 Association

Related marketing includes the senses,emotions, thinking and action marketing. Affiliate marketing is beyond personalemotion, personality, personality, and "personal experience", and itis related to the individual to the ideal self, other people or culture. Thepursuit of related activities is a self improvement of the individual desire,hope that others have a good impression on their own. Enable individuals and awide social system (a kind of subculture, a group, etc.) associated, so as toestablish a personal preference for a particular brand, and make use of thebrand and the formation of a group. Affiliate marketing has been used in manydifferent industries, including cosmetics, daily necessities, privatetransportation, and so on. Bread from the beginning of the target populationpositioning for the fashion of young people. Products with a bit of alternativetemperament, anti traditional, fashion, fun and fun. In this way, it broke thetraditional mode of the family as the main force of the bread market. Bold andaccurate positioning of consumer groups, making the bread won popularity. Manyyoung people have a collection of packaging paper and packaging bags, which arepopular in their groups.

In addition to ensure several signatureproduct placement of relatively unchanged, and major categories of productsposition unchanged, the bread all stores will according to sales managementsystem based on the statistics of sales data and customer feedback on products,daily adjustment of different products on the shelves, as sales in the samefashion, from time to time to window inside the models put on the new clothes.This is known as the sale of bread like selling fashion, a basic guarantee isthe need to have a corresponding number of product lines. In addition, thebakery also need to have their own innovation ability, and constantly launchnew products, for the daily rotation of the bread shop window for fresh blood.Such as marketing and management strategy alone and not very special place, butin marketing practices but coincide fashion sales, characteristics, and thebrand advocates fashion theme is consistent. Therefore, it can be said is notonly selling bread bread, but the concept of fashion consumption.

American futurist Alvin Tofflerpredicted: the next step in the service economy is the trend of experienceeconomy, people will create more and more with the experience of economicactivities, businesses will rely on providing experience in service to win. Thebread is by virtue of the accurate grasp of marketing experience, provide afull range of services for the consumer experience. Bread, the ordinary breadbusiness into unique experience, and as a selling point to success. Bread isclearly not to speak, but from the bread, you can easily heard words such as"fashion", "avant garde". No wonder people call the bakeryindustry "Starbucks".

3 Precision Marketing

In order to reach the target customersaccurately, the location accuracy is very important. Traditional bakery,basically in the community and a number of food stores inside. Breadtalk firststore on the choice of the best A-level District in Shanghai Volkswagen Plaza,in a floor watches, senior brand clothing store next to the bakery, adjacent tothe Haagen Dazs, light decoration preparatory spent about 200 million yuan. Atthat time, Shanghai's high-end bread in 3.5 ~ 4 yuan, bread talk almost 5 to 6yuan. But the price did not stop the white collar around the office building tobuy the enthusiasm. Bread sales at least equivalent to the general bakery fouror five times.

4 Novel and unique goodname

BreadTalk literal translation is"talk of bread", the use of bread to tell stories. In addition tomaintain the original sweet and delicious, spicy stimulation, Ya romance withvarious tastes, each bread in naming are abnormal heart and unique, both SatayBali or crouching tiger hidden treasures, whether it is North Indian and Southpie or Himalayas, regardless of the big earthquake is sunflower... Behind allthe names have a touching story of bread. At breadtalk, a unique name and awonderful story, pastry masters is one such use wisdom and insights on the artof life, against the industrial society of the cold mechanization. At breadtalk,you can truly feel the life into bread "is not an empty language, but theactual existence. This makes them stand out from the many bakery, in such amature market to do with the big difference".

5 Nike's managementmodel

Currently in the bread in the high-endmarket, most brands are by the industry in Taiwan or Japan holds, these brandsin the guidance of production, built in the local factories are large, in thecommunity opened a lot of small stores, bread production and distribution tothe various stores. The bread is different, they hope the positioning of theenterprise in the brand oriented, on the one hand, strengthen enterprisemanagement, and production processes can be compressed, the simpler the better,even the design and development of their own, even if it is to providesemi-finished products, commissioned by the OEM of others. Nike does not ownthe factory, but the design and management of the brand, but it is still verygood product, because it requires strict on behalf of the processing plant, andthe shoe is its own R & D, others can not imitate." This is a newidea for Nike.

Although breadtalk is built on the basisof traditional food, but the bread "experience" perfect, make itcater to the young men and women, the pursuit of fashion. Therefore, in orderto compete in the fierce bakery industry, to create a series of good results:80 ~ 120 square meters of store, the daily turnover of 25000 yuan, 800 thousandyuan per month, 20% of the annual growth, net profit of 10%. We found the breadis not the food industry, we provide a way of life." Is to rely on thisunique positioning and business model, more than 5 years of time, breadtalk hasin Shanghai, Beijing and Shenzhen and other cities opened 102 straightbattalion inn and join in inn. This year, many chain enterprises havecontraction front, but it has 80 stores development plan, and intends to expandto 500 in the next 3 years.

So, if we assume that the "bread isa full stomach food", then certainly not bread was born and success. Breadsuccess comes from complete overthrow of our traditional assumptions. So, aslong as the traditional assumptions and assumptions, the opportunity toinnovate.

In summary, innovative approach is thefirst to find out "what exactly is your assumptions and premise, inthinking, in the decision, you have what assumptions and premise? And then, toexplore the "assumptions and assumptions" is absolutely correct?Can't be overturned? If we have changed, overturned, and subversion in thepast, we have seen a variety of industry awareness, assumptions, then, theopportunity to innovate has been really placed in front of us. So, innovationis not out of reach, of course, innovation is not simple. The most importantway to innovate is to discover and find the assumptions and assumptions of ourdecisions, and then explore and study how to override these assumptions andassumptions, and this is the way we can perform.