“You sent me a box of Dove chocolate, is it because of love, or just want to share a box of chocolates with me?” Dove extended the family scene, and this suspicion brought to consumers is undoubtedly fatal.
Wall Street has a famous saying in the real estate industry: location location or location. In the phrase, simple but very precise. Nowadays, in the consumer goods world, there is also a concept that is deeply rooted in people’s minds: Occasion Occasion or Occasion!
The best category to create a way
Occasion is not a simple noun. In today’s consumer-improving society, consumers like a brand, not only the product itself, but also the scene in which the product is experienced, and the emotions in the scene. Only brands that consumers like can become a part of their lives. Therefore, from the perspective of brand equity construction, brand association based on a certain life scene is an important means and means to promote brand growth.
In this respect, Dove can be described as a master. I don’t know if you remember, in 2010, at the Beijing Beehive Theater, Defu and the Chinese contemporary drama pioneer Meng Jinghui jointly produced the drama “The Heart of a Chocolate”. There is a moving line in the play that is popular and widely circulated: “You can’t refuse chocolate, just like, you can’t refuse love.”
Yes, chocolate and roses together become the most precious gift for Valentine’s Day. The sweet warmth of chocolate is like the sweet feeling of rippling in the hearts of lovers, representing the happiness of love.
But Dove’s ambitions don’t stop there. As the world’s most promising chocolate market, foreign brands undoubtedly believe that there will be more growth opportunities in the coming decades. The best way to create opportunities, first of all, is the extension of the scene.
The temptation of scene extension
For enterprises, the scenario extension can not only save a lot of cost for new products, but also expand the flow channel connecting existing brands with consumers. It can also activate the original brand’s inherent cognition through scene extension and improve the brand. The brand value of the minds of existing and potential consumers.
Because of this, Dove began to enter the field of household consumption. The 2015 Nobel Laureate in Economics, Angus Deton, said in the “7th Nobel Laureate China Tour”: “China has entered the era of household consumption, and increasing consumption rates will help China’s economic development.” The optimistic argument of the masters is to make Dove full of confidence in the future, or to become somewhat greedy.
But as the positioning master A. Rees said, the logic is on the side of the scene, but unfortunately, the truth is not.
Good brand positioning is the premise of brand building achievements. Positioning enables brands to create distinctive images in the minds of consumers. For example, BMW is a successful person who likes to pursue stimuli, emphasizing the fun of driving. Chocolate certainly represents the sweetness of love. And happiness.
When consumers’ demands of being ignited in a certain life scene resonate with the “positioning” printed in his mind, the brand becomes a consumer’s preferred choice. Repeatedly, consumers will slowly establish a causal relationship between the scene and the brand, and brands that can establish such a causal relationship have strong assets. Marketing is to find a “sympathetic bond” between this brand and consumers, and constantly strengthen it.
For example, Starbucks advocates a “third space” for modern people who are rushing between home and office. All Starbucks marketing activities and means of communication revolve around the experience culture of “third space”. . Therefore, “getting out with friends”, “talking with colleagues/clients to talk about things” and “sponsoring time with family” have become the top three scenes of Starbucks brand assets. All three scenes point to the concept of “convergence”, which in turn allows Starbucks to consolidate its position in social scenes.
There is light in the light, and there is a short in the high, and there is a loss. “Independence” and “Meeting” are two completely different scenarios, which require products with different concepts to match and produce corresponding brand associations. In the category of coffee, when Starbucks occupied the scene of gathering together, the scenes of being alone, enjoying and thinking about space without social space attributes were divided by other independent cafes such as Man Coffee.
Going back to the topic discussed today, chocolate represents love, and the proposition of love is naturally large enough. In order to continue to consolidate its position in the love market (because there are also roses, rings, diamonds and other items to compete), Dove can only Continuously integrate your own products into such a consumption scene, and carry out targeted marketing activities in order to get twice the result with half the effort.
Unfortunately, the core of the family scene is “family”, “family” and “love” are the most common feelings in the world, but the essence is different. Any one of the marketing activities that favors one of them will create a psychological conflict with the other, blurring the user’s brand memory and product relevance. This will have the seesaw effect that Ai Lisi said: when one comes up, the other Go on.
“less is more”
Dove’s extension to the family scene will bring consumers the suspicion that you sent me a box of Dove chocolate, is it because of love, or just want to share a box of chocolates with me? This is undoubtedly fatal. . After all, if the scene is extended successfully, it is still necessary to return to the core value of the brand, and try not to contradict the original core value and personality of the brand. The reverse is also true. If product consumption is understood as scene consumption, then based on a certain life scenario, the products and services required by the user are provided at the right time, and such products will be more temperature-sensitive.
Therefore, from the perspective of brand equity construction, you are best not to be greedy, to occupy a lot of scenes, so that consumers will have no memory. The true competition of the brand is the mind. In this over-extended society, the scene extension must be cautious. Do not be too hasty, otherwise it may be counterproductive. Just as in the field of instant noodles, there is an extraordinarily dazzling brand “Tangda People”, which constantly advocates people to develop the habit of “drinking soup” outside the noodles, and highlights the uniqueness of their own soup making process with “Yuanqi Gaotang”. It is precisely because of the “Tangda people” that the deep cultivation and persistence of the soup is not involved in the field of hunting and materials. In just a few years, the soul of the soup is successfully implanted in the mind of the consumer. , soup soup preferred Tangda people’s brand association. Even the scene was further broadened and entered the field of “soup”.
In this era of increasing diversity and personalization, consumers are increasingly reluctant to buy a product that works in any scenario. Studies have shown that an ordinary headset, consumers also have different needs, family headphones and sports headphones are different high-frequency scenes, respectively, are concerned by different groups of people. In this case, whether it is brand building or product development, it must rely on a deep understanding of people’s experience in this scene (such as improving the sense of movement, leaving the mobile phone line, etc.), the final result of any brand that wants to occupy both scenes at the same time. It’s a basket of water. Even if the leading brand has only made one mistake, many “small and beautiful” companies under the iceberg want to highlight the encirclement and replace it.
Therefore, whether the scene extends is a trap or a pie, the key is to look at the “people’s heart”. “Jin Shu·Xiao Yuan Chuan”: “The heart is returned, but the Tao and righteousness.” What is the “righteousness” of the scene extension? The meaning of the world is appropriate, the scene extension needs to match the original core value and personality of the brand, and it is possible to achieve a piece of pie. What is the “way” of the scene extension? The road is the road to the world, the products can be unimpeded in the market, the source is to keep a heart for the consumer. People consume your products, not to buy products, but to enjoy life better. If your products are separated from consumers’ recognition of brands and deviate from the needs consumers want, people have no reason to buy them. Your product, and this is probably the biggest trap for the scene extension.
Of course, there are also many brands that have succeeded in extending the scene. Therefore, marketing has never had a path and standard, which is the most fascinating part of marketing, isn’t it?