Zhou Black Duck is a company specializing in the production of cooked halogen products such as duck products and vegetarian products. Founder Zhou Fuyu has been engaged in the halogen products industry since 1995. In 1997, Zhou Fuyu developed the formula of “Zhou Black Duck”. Soon, “Zhou Black Duck” won the majority of consumption with the unique taste of “inlet sweet and spicy, long after eating”.
By 2010, after more than ten years of development,Zhou Black Duck has become a duck brand with a certain brand awareness and market influence in the Wuhan market. The sales volume of the company is 340 million, and it has reached 60 stores in Wuhan. That is, in this year, Zhou Black Duck launched the first round of financing, introducing Tiantu Capital and financing nearly 60 million yuan.
With the introduction of capital, the requirements for the development speed and scale of Zhou Black Duck are better. However, the situation of Zhou Black Duck at this time is not optimistic, and the development faces many problems:
1. The traditional snacking marketing method makes Zhou Black Duck into a competitive quagmire.
2. the brand value is missing, Zhou Black Duck still stays at the level of selling products.
Solutions:
a. Establish consumer perception and let consumers truly perceive the elements of the Zhou Black Duck entertainment food brand;
b. To make the consumer experience comprehensive and let the product become a carrier, Zhou Black Duck sells a way of life;
c. Reconstruct brand value, perfect interpretation of entertainment food street fashion
Brand Strategy——Under the strategic positioning of “Entertainment Food Tide Brand”, the core consumer groups of Zhou Black Duck: the young group of 18-25 years old (college students, office workers); based on the insight into the target consumer groups, build Zhou Black Duck and consumer groups The core gene of resonance: entertainment. Very differentiated brand tonality: young, fashionable; at the same time, creative design upgrades including brand logo, store image, product packaging, brand official website. In the brand image, boldly change the traditional red color, with the distinctive yellow and black as the main color of the brand, the brand image is younger, more fashionable and bigger, and fully demonstrates the core of Zhou Black Duck 's “Entertainment Food Tide brand” brand.
By 2010, after more than ten years of development,Zhou Black Duck has become a duck brand with a certain brand awareness and market influence in the Wuhan market. The sales volume of the company is 340 million, and it has reached 60 stores in Wuhan. That is, in this year, Zhou Black Duck launched the first round of financing, introducing Tiantu Capital and financing nearly 60 million yuan.
1. The traditional snacking marketing method makes Zhou Black Duck into a competitive quagmire.
2. the brand value is missing, Zhou Black Duck still stays at the level of selling products.
Solutions:
a. Establish consumer perception and let consumers truly perceive the elements of the Zhou Black Duck entertainment food brand;
b. To make the consumer experience comprehensive and let the product become a carrier, Zhou Black Duck sells a way of life;
c. Reconstruct brand value, perfect interpretation of entertainment food street fashion
Brand Strategy——Under the strategic positioning of “Entertainment Food Tide Brand”, the core consumer groups of Zhou Black Duck: the young group of 18-25 years old (college students, office workers); based on the insight into the target consumer groups, build Zhou Black Duck and consumer groups The core gene of resonance: entertainment. Very differentiated brand tonality: young, fashionable; at the same time, creative design upgrades including brand logo, store image, product packaging, brand official website. In the brand image, boldly change the traditional red color, with the distinctive yellow and black as the main color of the brand, the brand image is younger, more fashionable and bigger, and fully demonstrates the core of Zhou Black Duck 's “Entertainment Food Tide brand” brand.
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