Meet the Brand Officer

in the conference room
Bai Rui was calm and composed, Sun Yan was typing on the keyboard intently, but Lin Xiyou couldn't sit still.

She counted the time passing by, looking around from time to time, aiming at the unfilmed transparent seam on the glass door, hoping when people would come from outside.

The secretary came over just now and told Zheng Jiawei that he was negotiating cooperation with an important client and would rush back as soon as it was over.

Seeing that she was getting closer, she couldn't help but say, "Brother Rui, Mr. Zheng still has to catch a plane at [-]:[-] p.m. Then we have to report."

Bai Rui glanced at the phone, "Sun Yan, prepare the second plan."

"Okay." After backing up, Sun Yan quickly deleted the presentation of the report plan, and also changed the speaker's name from Sun Yan to Bai Rui.

After 10 minutes, Zheng Jiawei was late.

"Sorry for keeping everyone waiting for a long time. I was just discussing product launch with a big channel, and the end is late." He explained in one sentence, and his attitude was friendly.

"President Zheng, nice to meet you." Bai Rui stood up and shook hands, and Sun Yan and Lin Xiyou also greeted him.

"Please sit down, you have come all the way, you haven't eaten yet, why don't I let the secretary..."

"Mr. Zheng, we've eaten. You still have an itinerary, why don't we make a brief demonstration and communication first, and then send you a detailed version of the content later, and we will communicate online. What do you think?"

"Okay, okay. That's my job." Zheng Jiawei sat in the main seat, and the secretary took the minutes of the meeting.

Sun Yan put the presentation on the big screen and sat on the side to play the operation. Bai Rui stood on the podium in person and reported the first phase of the project in a concise manner.

"Considering from the brand level, combined with the original trademark and logo of Siwei Home Kitchen, we will cut into it from the perspectives of brand positioning, slogan, identification system and selling points..."

"Siwei Home Kitchen, we position the brand in the perspective of 'home and care'..."

"Using 'Taste of Homesickness' as the brand slogan is short and memorable, and easy to convey brand value. It can not only create a warm family atmosphere, closely follow the core value of the brand, but also use 'Taste of Homesickness' to integrate the attributes of condiments and homesickness. Life experience, while satisfying the functional interests and emotional value of consumers."

"According to the analysis and comparison of major competing brands, we sorted out a set of brand identity systems, and suggested that the main selling point of the brand is 'natural and organic taste, no additives, healthy, and endless aftertaste', which is also closely related to the concept of Siwei Home Kitchen. core values..."

Zheng Jiawei listened carefully to the report and nodded frequently, "Yes, the focus is on home and love, which is in line with the core philosophy of our Siwei Group, not bad."

Bai Rui nodded and smiled, and continued to delve into the level of strategic choice.

"Based on the preliminary research of various categories of condiments, we analyze them from the two aspects of market attractiveness and relative competitive strength."

"Mr. Zheng, please look at the chart above. Our soy sauce, cooking wine, marinade, and pickled vegetables in the first quadrant are highly competitive and attractive. We can try our best to maintain our advantages and focus on operating these major categories."

"As for categories such as vinegar, oyster sauce, and monosodium glutamate in the second quadrant, strive to be the leader. If we can break out of one or two dark horses, we will expand into new business areas."

"In addition, condiments such as sesame oil, hot pot base, and dipping sauce have low market appeal, but relatively high competitiveness. They can be used as auxiliary operations and wait for opportunities."

Zheng Jiawei sometimes frowned, sometimes nodded, and waited until Bai Rui had finished speaking before speaking: "Boss Bai, distinguishing the priorities of these categories of business can indeed enter the market in a more targeted manner. It's just..."

He deliberated and said: "We don't think there is an absolutely representative product. When people mention safe cars, they think of Shuangwo, and when they mention getting angry, they think of Laowang herbal tea. Let's talk about our industry. , When it comes to Weijixian soy sauce, what people think of is the Weida brand.”

"But our Siwei Group has many categories and a wide range of businesses, but there are really no ones that can really be sold and firmly remembered by people." Zheng Jiawei was distressed.

Bai Rui nodded in agreement, and then suggested: "So, we can focus on creating star products, and select one of the above-mentioned key business categories as a strategic single product, as the main product of brand advertising. I wonder what Mr. Zheng's intention is?"

"Soy sauce, cooking wine, marinade, pickled vegetables." Zheng Jiawei mused to himself, and after pondering for a while, "Mr. Bai, soy sauce is currently the best-selling product of our Siwei. I wonder if it is possible to go deeper in this aspect." Let’s dig a little and create a major selling point for our soy sauce.”

"Mr. Zheng, there are many well-known brands in the soy sauce market, such as Weijixian and Weida, Gold Label Light Soy Sauce, Liji, and Selected Dark Soy Sauce, Tiantian. All major brands have a stable customer base, and the brand recognition is very high. high."

"We conducted a sample survey of some consumers. Even if there is a similar product with a price of one or two dollars lower, they are unwilling to change the brand they are used to."

Bai Rui paused, and told the truth tactfully: "So, it is more difficult for us to break out from the fighting. The production ratio is lower. The effect is slower."

Zheng Jiawei sighed, "Our research and development department has done thousands of evaluations. The freshness and taste of Siwei super fresh soy sauce are really no worse than those of Weida brand. The research and development is also earlier than them, but it entered the market too late. , lost the opportunity."

"Our marketing department has also done a test. When we put two bottles on the shelf, the customer took Veda! He even said that we are a high imitation." He sighed a few times sadly.

Bai Rui understands that Zheng Jiawei has a special liking for soy sauce, and he is even more concerned about the fact that his own good soy sauce lags behind the Veda brand.

However, from a rational and objective point of view, it is not a wise choice to choose soy sauce as a strategic item.

Out of professional considerations, Bai Rui gave the original suggestion, but Zheng Jiawei seemed a little reluctant to listen. He didn't refute on the face, but looked down at the time frequently.

Body movements have shown his impatience.The atmosphere in the conference room also froze for a moment.

Lin Xiyou, who was sitting at the side listening to lectures and taking study notes, kept an eye on what was going on nervously, and gave Bai Rui a worried look.

Bai Rui returned his reassuring eyes, and said calmly as usual: "Mr. Zheng, how do you see this? We have issued two strategic designs for large single products, one is for soy sauce, and the other will be selected based on research and analysis. Produce star items that are most in line with Siwei’s business development.”

Zheng Jiawei didn't say a word, he seemed to be deep in thought.

Bai Rui was calm and calm, and said bluntly: "Mr. Zheng, we respect the wishes of customers, and we also uphold a responsible attitude. It is our duty to give professional suggestions. As for whether to adopt them, it is up to you to decide."

"After all, the final result is borne by the Siwei Group."

In the polite words, it is the key to the point.

Zheng Jiawei's complexion changed again and again.