2017-12-28

原創觀點

甘兎庵品牌升級——用超級IP打造超級品牌

甘兎庵潛心研究京都宇治茶文化飲食的連鎖店,總部位于天津,專注于日本手作抹茶甜品,以正宗抹茶原料和純粹制果工藝相結合,重新定義大陸正宗抹茶甜品品類,開業以來便深受追捧,截止17年底已布局全國一二線城市40多家門店。

2017年也是抹茶甜品爆發的一年,火爆程度與奶蓋茶有的一拼:激烈的競爭,同質化的產品,抄襲跟風現象嚴重……行業問題非常突出,甘兎庵該如何突圍這個市場?巴頓團隊經過市場研究,為甘兎庵打造了全套的品牌戰略。

 

所有事都是一件事:

1、探索行業本質,設計購買理由

2、設計超級IP,打造品牌的戲劇性

3、全面構建品牌價值,打造品牌話語體系

4、品牌形象與終端形象全面升級

 

一、后工序決定前工序,讓策略落地

現在流行一個詞叫“頂層設計”,品牌也有頂層設計。但是品牌的頂層設計并不是僅僅設計頂層,而是從頂層開始,一層層設計所有層。同樣,企業戰略也不是高高在上,而是植入第一個行動中,讓每一個行動,都具備戰略意義和戰略價值,積累戰略資產。

一言以蔽之:策略要落地!

換個思考方向,讓通過后工序決定前工序,后工序決定前工序,先思考如何讓顧客消費,再思考如何推廣,最終思考整個品牌頂層的設計。進入“消費語境”,如何讓顧客購買(消費)是一切營銷創意思考的原點。

 

二、從行業屬性、品類價值到品牌特有,設計購買理由



人的行為不會無緣無故,尤其是要掏錢的時候,如果沒有理由,一分錢都不會掏。如果理由充分,會把所有的錢都掏出來。經常看到新聞上有很多老人花了全部積蓄買保健品,可深挖背后的原因,卻是很多老人花錢買陪伴,而不是健康長壽。每年雙十一,我們都會買一堆沒有用的東西,因為購買理由成立——便宜。

所謂購買理由就是最能打動顧客的點。

那甘兎庵的消費理由是什么?

我們從行業屬性、品類價值、品牌價值三個層面作了分析

 

 

 

 

我們通過對市面上主流的幾大抹茶甜品品牌進行研究,得出以下一些結論

1、主流品牌定位日式,原料為宇治抹茶(部分西尾)

2、主流品牌都強調正宗地位,手工制作

3、產品數在30-60款的區間

4、人均消費30-50元

5、產品同質化嚴重,形象同質化嚴重,裝修風格同質化……連名字都同質化

 

好像這個市場已經是一個很難有所突破的市場,可巴頓一直強調所謂同質化都是偽命題,所謂競爭也是偽命題,那都是不肯下功夫的借口。當我們跳出小行業,看大行業時就分外開朗:

 

 

去消費甜品理由當然是多種多樣的,但都是一種行為體驗,一種生活方式。

跳出“競爭思維”后,我們再去看品類價值。關于抹茶,我們有什么聯想?

 

 

有個詞進入到巴頓品牌設計團隊的視野中

 

 

 

所以巴頓提煉出一個非常能打動人的購買理由:沒有什么煩惱是一口抹茶解決不了的。

抹茶的價值是這個品類的共有價值,如何成為甘兎庵品牌獨特的資源甚至獨占呢?

那就得挖掘品牌與生俱來的戲劇性。

 

三、打造超級IP,挖掘品牌與生俱來的戲劇性

 


 

為什么是兔子?因為甘兎庵本來就帶有一個“兎(兔)”。其它品牌也有用兔子的形象,但是與品牌的相關性不強,也沒有最大化品牌IP的價值。

巴頓圍繞甘兎醬這個形象,設計了系統的品牌故事,其實我們很多人對品牌故事都有一種誤區,老是想著去挖歷史,挖文化。其實最大的文化是我們的生活,挖掘生活的故事,遠比挖掘品牌的歷史更有價值。

 

 

 

品牌故事只印在畫冊上是沒有用的,要將此戲劇性融入到每一次與顧客的互動中,產生情感共鳴,加深記憶,將“甘兎醬”這個IP發揮最大的價值。于是結合前面提出的購買理由,在終端可以使用以下這張動人的海報:

 

 

當你不開心時游走在商場,看到這個海報時,你有消費的沖動嗎?

 

四、全面構建品牌價值,打造品牌話語體系

巴頓經過最后論證,決定不改變甘兎庵原有的定位——來自京都的正宗抹茶味。因為關于品質的事是品牌的立根之本。但是我們可以通過甘兎庵品牌特有的方式進行傳播,沒有傳達就不存在,所以如何進行傳播也是方案的重點。

 

我們看著這只萌萌的甘兎醬,忽然一種歌謠映入腦海:

小燕子,穿花衣,年年春天來這里

排排坐,吃果果,幼兒園里朋友多

天蒼蒼,野茫茫,風吹草低現牛羊

櫻花啊,櫻花啊,陽春三月晴空下

——經典的“337兒歌”

于是我們就建立了整個話語體系

 

 

口感篇:好抹茶,好心情,入口到心自然甜

產品篇:好抹茶,不單調,四季都有新品出

制作篇:秉匠心,重配比,不惜成本為口感

品質承諾篇:抹茶粉,天然派,不含色素和香精

當然這么重要的內容,怎么能少得了甘兎醬呢

 

 

五、執行策略方針,全面升級VI、SI煩請移步案例分享,觀看品牌設計系統和空間設計方案。

 

傳送門

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