Emotional Marketing Of Dove Chocolate

"You can't refuse chocolate, just like you can't refuse love."

This touching line comes from a drama directed by Meng Jinghui, the voice of a chocolate.

This drama, which combines chocolate and love skillfully, is the crossover between art and commerce produced by chocolate brand Dove.

In fact, from the imposition of "Du Lala's promotion" to sponsorship of the art dance performance, and then to the Meng Jinghui team to launch this drama, Dove has been keen to observe the changes in consumer sentiment and life, trying to touch the feelings and hearts of consumers.

"Dove chocolates hope for all.

80~100 times the gap

Just like that classic question - there's good news and bad news. Which one do you want to hear?

"The good news is that the Chinese chocolate market is developing rapidly at the annual growth rate of 10%~15%, and the consumption potential of the market is as high as 20 billion yuan."

Wei Wei said, "the bad news is that in Europe, such as Holland, the average annual consumption of chocolate is 12 kilograms, and that of the United Kingdom is about 8 kilograms. In China, the average annual consumption per capita is between 100~200 grams, and there is a 80~100 times gap in the middle."

In any case, there is no conflict between the best preparation and the worst plan.

At present, the world's top 20 heavyweight chocolate companies have all entered the Chinese market, and there are more than 70 brands of imported or joint-venture chocolates in various supermarkets. The continuous accession of imported chocolate brands accelerated the process of the evolution of Chinese chocolate market to international competition.

In recent years, as foreign brands gradually seize the market, only a few parts of the market share of Dove brand is more than half.

The import and joint venture brands are dominant because of strong brands and products, strong sales momentum, and poor domestic brands. There is a big gap between foreign brands, such as high altitude brand communication, advertising, or surface product market, market vividness and sales promotion.

As a foreign brand, Dove has so far occupied about 40% of China's market share.

However, it is not easy to achieve this. "The Chinese market has a large geographical area and large population. It is very difficult and a very long task to effectively link 1 billion 300 million consumers with a brand."

Wei Wei introduced that the development of chocolate category abroad has exceeded 100 years and has only developed for more than ten years in the Chinese market.

"Such a historical development has created the development of the whole market.

At the same time, because the geographical area is large and the city population is large, we can only segment it according to the level of urban development. For example, cities such as Beijing and Shanghai, consumers have longer exposure to chocolate and have more brand opportunities to expose consumers to different kinds, different tastes and different forms of chocolate.

In some two or three line markets or townships, there is still a lot of work to do from the distribution of the entire product to the deeper level of chocolate sensory communication. Consumers actually do not yet fully understand what chocolate can do in their lives and what value they can bring to them.

Wei Wei said.

Emotional understanding of consumers

Wei Wei believes that for brands, the most important thing is to understand the change of consumers very closely and deeply, and this understanding must be deepened.

"When we first entered the market, we talked about the understanding of the level of consumer behavior, and then gradually moved from behavior to the changes and effects of their psychological and emotional levels when consumers were consuming and buying.

And I believe that in terms of consumer understanding, Dove is far ahead of other brands.

This is the secret or foundation of Dove's continuous strengthening of its business from the leading position.

With such an understanding basis, we can more effectively integrate other marketing tools, such as new product development, advertising creativity or photography, including the packaging and emissions of our store shelves and products in the store, and show them in front of them in a way that consumers can understand and feel more easily. These benefits from our deeper and more comprehensive understanding of consumers. "

For example, in the promotion of terminals, Dove has always adhered to the principle of "market vividness", which is mainly reflected in three aspects: wide distribution - buy; obviously - visible; readily accessible.

In terminal display and display, pay attention to the first impression of consumers, causing consumers to consume impulse and purchase desire.

In terms of publicity, Dove made full use of posters, hanging flags, paste, plastic head cards, shelf head cards, floating hangers, display paper cabinets, Dove special display rack, cash rack shelves, hot shelves, bulk shelves and so on.

In terms of sales promotion, Dove seeks the best sales promotion opportunities and greatly promotes product sales.