In addition, the top brands of consumer brand loyalty 10 are Dove, Di Chin, Cadbury and so on. (See chart 1-2), and Dove is far ahead.
According to the survey data of consumers eating chocolate brands, Dove accounts for 48.5%, which means that Dove consumers are more impressed, that is, their brand awareness is higher, and their emotional transmission makes consumers more aware of the importance of enjoyment.
3. 1. 1 port
Dove chocolate is fragrant, sweet, silky and delicate. Compared with Di Chin chocolate, it is hard and brittle, and the fat content of dark chocolate is as high as 38%.
3. 1.2 quality
Dove Chocolate has advanced concepts, mature commercial operation mode products, leading technology research and development advantages, and stands in the forefront of similar products in terms of direct feeling quality [1] Di Chin carefully evaluates and selects beans with a unique 6-degree gold selection standard, including acidity, alcohol content, odor saturation, softness and complexity balance [2].
3. 1.3 species
At present, Dove's new hair cutting products include Dove hazelnut chocolate, Dove cream white chocolate, Dove fragrant dark chocolate, Dove silky milk chocolate, Dove mellow mocha and roasted almond chocolate, Dove hazelnut almond and raisin chocolate, Dove crispy rice malt crisp chocolate, Dove mellow dark chocolate and so on. At present, Di Chin has a series of products, such as exquisite gifts, distinguished gift boxes, wedding series, spice chocolate, delicious chocolate and real chocolate.
3. 1.4 packaging
The main color of Dove's packaging graphic realistic product image follows the classic brown, and creates a warm feeling according to the main auxiliary color pink of the same product auxiliary series. The font design adopts arc main design modeling. Packaging mainly includes three types: bowl packaging, gift box packaging and bulk packaging [3] Di Chin has three series of products: self-use, gifts and gifts, and Di Chin packaging promotes Xin Chen to always be at the forefront of packaging [4].
Price: Dove retail price ranges from 40 to 200 yuan. 【】 Compared with the market, the price of its products is relatively high, and the retail price in Di Chin ranges from 10 to 150 yuan, etc. Dove means the price is relatively low.
Dove advantage:
A. chocolate tastes mellow.
B advanced production technology and equipment quality are related to consumers' purchase and consumption.
C. Rich varieties meet the needs of all kinds of consumers and increase market share.
Disadvantages of pigeons:
A. the innovation of packaging is enough to attract consumers and affect sales.
B: Compared with some brands, their prices are higher.
3.2 Dove and Cadbury
Brand advantage, global leading consumer value, terminal promotion. Comparative analysis of brand marketing channels between Dove and Cadbury
3.2. 1 brand market positioning
The comparison of Dove brand marketing positioning advertising design mainly focuses on 16-45-year-old couples or energetic couples in love, paying more attention to romantic Cadbury A, positioning to meet customer needs; B. Enterprise positioning should take into account the market and major competitors; C. positioning only seeks differentiation and innovation. "
3.2.2 Brand Advantage Analysis
1. Dove brand analysis
(1) Use: give it to others for eating (2) Naming: customized name in kind (3) Packaging: elegant in non-European and American styles (4) Taste: sweet.
Brand advantage:
A. eating advertisements; B. taste C. pure chocolate taste D. taste too sweet E. more delicate F. taste smooth G. greasy mouth
2. Cadbury brand analysis
Cadbury said that the domestic and international markets are well-known and have a high market share. In order to target the wedding banquet at the target market, Cadbury's special lotus products are basically the "candy bar" target market, and through various marketing methods, establish a brand image and gain a firm foothold. Cadbury strives to occupy more markets and implement a comprehensive brand strategy for high-end and low-end professional candy products based on brand expansion effect. "
Brand advantage:
Cadbury gives its products pure chocolate candy, and its products are unique. The traditional packaging with blue background is designed for the demure Cadbury's special lotus candy, which is unique. The high-end market has no real strength to compete for similar product series.
3.2.3 Brand disadvantages
Dave's Discourse Analysis
(1) high price; (2) fire; (3) Less varieties; (4) easy to store; (5) small quantity;
Yu Cadbury said
(1) Low-end market blank At present, Cadbury's low-end market blank, because its image spans foreign-funded enterprises, its noble image is the same as its extended low-end market system; (2) The brand recognition outside the Yangtze River Delta is poor
3.2.4 Marketing channels
Dove marketing channels are aimed at 65,438+0,824 singles and 65,438+0,535 couples or couples. Dove promotes eight classic flavors with their own characteristics, and advertisements go straight to the sales channels with good reputation: Dove displays promotional products, innovates chocolate display and sales, insurance milk freezer solves the problem of keeping chocolate fresh in summer, increases off-season sales, and Tongkoule sells summer products. Bundle promotion strategy: the promotion display machine can greatly promote product sales.
Analysis on the Channel Structure of Cadbury Manufacturers and Suppliers It is an important job to design a good channel structure and select channel personnel. The marketing function needs strong energy efficiency to fulfill its sales responsibilities and realize the concept of channel design. After market tempering, Cadbury has realized that its product design, pricing and distribution variables have been imitated, copied or even surpassed by competitors, and can only come from professional chocolate.
superiority
(1) Strong capital shield
Dove has certain advantages in financial resources. The chocolate factory of Dove Food (Beijing) Co., Ltd. is produced by Maymar [5], a world chocolate candy company, with investment funds as the dominant position and resources invested in product research and development to provide consumers with high-quality and delicious food.
(2) high-quality employees
Maymart Force's resource-rich staff system is extremely standard and standardized. Only by applying ideas can we respect knowledge, talents and people. Provide every employee with space for sustainable development, and strive to build an excellent team with ideals, passion, innovation and fighting capacity to achieve the company's strategic goals. Every employee of Maymart Group strives to create a level playing field so that every employee can create and realize his own value at home. Every employee of Maymart Group is of high quality and moral character.
(3) Advanced technology, equipment and technology
Using internationally advanced R&D, trial production, experimental analysis and testing instruments, the chocolate and its products, such as sugar masks, studied by the company show the world-class quality of Dove chocolate products, and product innovation provides strength to support advanced scientific and technological content, enrich varieties and provide consumers with a rich tasting experience.
(4) brand awareness
The milk is fragrant and silky, and the Dove brand image is excellent. The market has a high brand awareness, accounting for 35% and 80% of the market awareness [6].
Dove's main product, chocolate bar packaging sales, Dove's contribution to Dove's chocolate bar packaging, the wholesale market is still fast-forward and fast-out, and the products have successfully entered the secondary and tertiary markets in Guangzhou, making Dove a well-known chocolate brand.
① Products: high-quality Dove chocolate, pure chocolate experience like milk silk; Its main product is chocolate bars.
② Concentration: Dove accounts for 60.2% of the chocolate market.
4. 1.2 Disadvantages
(1) Dove's gift chocolate noodles are not creative.
The competition in high-end product lines is extremely fierce. Only imported products are under siege, and domestic brands are full of expectations for the current sales of gift chocolates in Di Chin [7].
(2) Strict supervision of production and market [8]
In the sales place of insiders, there are now qualified chocolates on the market occasionally, which reflects the production and market supervision of Dove to a certain extent, compared with the news that Dove chocolate can pull the ring or Dove bug recently broke out the news that Dove chocolate has maggots.
(3) Material selection is mainly due to the high cost of external raw materials.
Although the raw materials of Dove are half inside and half outside, the main raw materials are foreign products, and the raw materials of Dove are relatively high.
machine
(1) Compared with customers with broad market and no potential market.
Dove market is mainly concentrated in the east, and the northern market is better than the southern market. Compared with the western and undeveloped areas, Dove said that the potential market of chocolate is not a huge opportunity [10].
(2) The new product is beneficial to the market expansion of Dove.
Dove introduced new products, hazelnut series with chocolate, and the market response was good. At present, there are few varieties of Dove, so new varieties should be developed to meet the requirements of the same customers.
(3) The chocolate market has developed rapidly in recent years, and the demand for chocolate is increasing.
4. 1.4 threat
(1) In recent years, the better the quality of chocolate, the higher the quality of chocolate.
(2) The chocolate industry is highly competitive.
Industry Competition: Dove, Cadbury and Di Chin have occupied 80% of the chocolate market, and the market is in a state of almost no competition.
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