1: Markets and channels have changed:

The beer giant has carried out industry optimization and restructuring and industrial upgrading through the expansion strategy of mergers and acquisitions, which is also the looting of consumer groups and terminal resources. Terminal robbing is almost a resource consumption war, which makes the profit margin of beer companies compressed. Through several years of acquisition and merger and separation of independent independence, Reeb has fundamentally changed its market position, and the terminal channel has basically been lost!

2: The loyal consumer groups are waning and failing to seize new consumer groups:

Reeb has become the memory of the old Shanghainese beer, consumers are older; in the face of emerging new concepts and new products, old customers are beginning to try new things and gradually reduce brand loyalty; the younger generation and the outsiders who have grown up have come into contact. A wide range of novelty things, starting to stay away from unchanging things, finding new things, stimulating, and satisfying individual needs are the common pursuit of this generation.

3: Brand image aging:

The aging and diminishing loyal consumers will inevitably bring about the aging of the image. Brand innovation has become the mainstream of the beer industry. The products are constantly updated, and the emerging consumer groups are constantly absorbed. The brand and the market can maintain their vitality. Libo has not released new products or even upgraded packaging for 6 years. Advance with the times is not enough, fashion is not strong, the image of beer is still older than the psychological characteristics of the younger generation.

4: The core appeal is not clear

For a long time, brand appeals are mainly based on products, and beer has continuously introduced new appeal points with the influence of seasons and holiday holidays. It lacks long-term stable communication relationship for consumers. Perceptual interest communication is also fiercely competitive. Emotional and relationship-oriented sensuous additional interests associated with beer have been possessed by first-time communicators and strong communicators. For example, the concept of “passion-achieving dreams” in Qingdao has caused consumer emotional resonance. Brand communication has gradually increased to the spread of brand stories.

The “REEB” designed and processed has been abstracted, and the brand readability is difficult for most consumers. The Chinese “Reeb Beer” has processed two fonts respectively, which has a great contrast with the design of “REEB”. In the process of using the same carrier, it is extremely uncoordinated. Questions about graphics: Using a strong red color, through the combination of diamonds and shields, create a flat "polygonal" graphic form, without the systematic extension of the graphical concept, making the graphics isolated and complex.

Solution

Modeling: "REEB" font design industry is too strong, optimize the design of English font, in the design community for the first time use of letter case insertion method, enhance the ee's visual sense of smiling face, enhance affinity. R standard elements, shield, quadrilateral, Reeb beer Chinese font depth optimization. It shows young people's tension and vigor, vigor and other temperament elements to enhance the sense of quality.

Colour: Although Heineken has stripped off the Asia-Pacific brewing, the brand color is still very strong to consumers'recognition. With the help of Heineken beer's color and brand recognition, consumers have some inexplicable associations.

Because of the incomplete brand building since the power wavelength period, brand association has not been deepened and product characteristics are weak. Reeb urgently needs a brand with cultural precipitation, icon. Let the brand with history be able to recognize and remember, and put in the position of Reeb.

Product concept

The concept of "original wort concentration-imported barley-American hops" based on the concept of raw materials has not been well planned and responded to, while the concept of " Golden Reeb " "1 degree freezing point purification" is too abstract, which makes consumers'product recognition of Reeb not promote shining memory points, but has been used for several years leading to the concept of aging and lack of novelty, reducing product stimulation to consumers.

The main products of Reeb are " Golden Reeb, Terol, Jinchaoshuang and Black Skin", covering middle and low-grade consumer groups. The concise and clear product structure helps to concentrate brand advantages and focus on specific groups, but at the same time, it reduces the selectivity of consumers and weakens brand visibility and differentiation characteristics.

Product packaging

The long-lasting Reeb packaging is a precious image memory for the old Shanghai people who are familiar with Reeb, and it is easy to form a purchase memory. But for the new Shanghai people, the old-fashioned packaging affects the desire to buy. Packaging color, from the early red, blue, golden, Reeb brand packaging color recognition has been adjusted with the characteristics of the product, making the product series lack of a unified picture style, like their own independent brands, lack of inheritance, decentralized brand visual cohesion, while the non-unified picture reduces brand quality, affecting the brand's future planning.

Through the comprehensive scanning of Reeb brand's own advantages and industry development analysis, the key words of Reeb brand advantages are summarized: Shanghai memory, quality, classics, etc. At the same time, according to market research, we find new attitudes and lifestyles of the new consumer groups to beer. In order to put forward brand value: life, personality, self, release, warmth. We succeeded in shaping five brand growth concepts of "raw material, emotional, relationship and social" self-expression in the new value system, and upgraded the brand image on this basis!

In the new scheme, we inherit the original image characteristics of Reeb, through the deduction of the concept of value, successfully shape the consumption characteristics reflecting the modern urban life, and introduce the brand into the concepts of modern, passionate and upward, so as to make the brand more vivid. At the same time, through the instillation of the concept of strain and the use of Shanghai classical elements, the brand has a strong participation.

One of the Core Concepts: Hi School of Social Brand Appeal

Beer, as a popular fast-selling product, is not only a personal drink, but also a social drink!

Reeb beer strengthens this social characteristic, and even puts forward the concept of "beer = social", which can arouse more people's sympathy.

Brand Name: Hi Pie

Target consumer groups: young people who value friendship, passion and vitality;

Main characteristics of the crowd: 18-30 years old, like parties, dancing, play, open-minded and assertive;

Packaging specifications: 250ML small bottles; dynamic design;

Advertising slogan: HI faction, this is PARTY without self!

Consumption channel: nightclubs, energy bar

Pricing: 20-30

Core Concept II: Individualized Brand Appeal

In beer category, the concept of "female beer" has not been occupied by brands. To create the concept of "female beer" is to implant a brand-new concept of beer into consumers'psychology. As the first beer brand to occupy this category, Reeb will enjoy the social benefits and brand reputation effects brought by "key words" for a long time. At the same time, differentiated competition and thinking will effectively avoid the current white-hot beer market in Shanghai. It avoids the positive competition with Suntory, Snowflake, Qingdao, even Budweiser and Heineken international brands, and creates considerable market space for Reeb.

Target consumers: fashion women who have their own understanding of the quality of life, independent and assertive; men who know how to care about women

Main characteristics of the population: 23-45 years old, business working

Care about your inner feelings, follow the expression of inner personality, straightforward, true temperament;

Packaging specifications: 250ML bottled and 330ML canned;

Consumption Channel: Medium and High-end Hotels, Supermarket and other occasions

Pricing: 10-12

Core Concept 3: Individualized Brand Appeal

Enthusiasm and courage are the voices of Shanghai; self-expression is the voices of the younger generation; when Shanghai meets the younger generation, it is the deafening sound of flying! When Shanghai Reeb meets the younger generation, it is the voice of integration and Reeb McBall.

Target consumers: young people who pay attention to beer quality;

Main characteristics of the crowd: 23-35 years old, pay attention to the quality of life, family, and identify with the concept of "good quality and low price";

Packaging specifications: using the brand name "Maba", Reeb will become an endorsement brand; using 550ML, 630ML bottles, 330ML and 500ML cans packaging;

Consumption channels: mainly for mid-range catering, stalls, supermarkets, convenience stores, individual retail stores and other occasions;

Pricing: 5-6 yuan

Products are divided into three series

Low-end for "cool", " Golden Reeb " and "Especially cool" series

The middle grade is "Red Reeb ", "Maiba" and "Black Beer".

High-end to "female beer", "HI school" or the same as pure raw beer concept products.

1: Golden Reeb takes Suntory and Snow Beer as its main counterparts, and the retail price keeps the same in the product belt with more competition.

2: Develop high-end beer, female beer and catering blank price belt products in catering and night market, pursue differentiated competition, differentiated products pursue profits, and competitive products pursue sales.

3: Product packaging is mainly high-end products with less volume and low-end products with larger packaging.

4: High-end products are mainly female beer, HI pie, raw beer and other products, focusing on the profit of channel merchants, giving distributors and retailers a higher margin space. In the absence of advertising and promotion resources, we can not rely on the pull of consumers, we must have intermediaries to promote higher gross profit.

5: Retail, supermarket, night club, catering shop, according to the different distribution channels, differentiate products, the difference can be packaging, capacity, brand name, etc.

6: Relying on high-end catering and packaging image to promote the brand, rather than terminal retail prices. Because terminal retail prices have formed a fixed consumer perception, it is difficult to change.

If he is a person, he is like this:

A man who has experienced changes in life; a man who has been optimistic and hardworking; a person who can talk at any time; a fusion, accompanying, warmth; even if he is not around, he appears when he needs it; a friend who laughs and laughs together; for many years, he An old friend who is unchanged in his heart;