What do you think are the reasons for Mengniu s award?

First of all, in the choice of events, Mengniu only grasped"Public welfare"、"Public"These two keywords. The events chosen by Mengniu are all positive events and major events in the country's political and economic life. Just"Super girl"Although the concept of public welfare is insufficient, its influence on the public side is large enough, and its proximity to the public is particularly strong.

Mengniu yogurt is aimed at consumers aged between 15 and 25 years old"Super girl"The main group of participants is also in this age group, and the two are very much in line with the target audience. The third runner-up of the last Supergirl - Zhang Hanyun, the spokesperson of personality and self, added"Sweet and sour is me"The brand appeal will have a very direct pull on the sales of the product.

Secondly, in the implementation of the strategy and the follow-up in the later stage, Mengniu has a scientific mechanism and process. Under Mengniu's current mechanism, any project will be rigorously argued at first, and there will even be fierce conflicts of different opinions; However, once the decision-makers have set a goal, all relevant resources of the enterprise must be concentrated on this goal. In with"Super girl"Mengniu's efforts are all-round.

TV commercials, online promotions, outdoor advertisements, ** activities, etc., are all followed up in a timely manner. Therefore, the success of Mengniu yogurt's event marketing is actually a success of Mengniu's integrated marketing communication.

Finally, how to use the influence of successful marketing of multiple events to promote brand reputation to brand loyalty? How to build the core competitiveness of enterprises and brands? This is also a major problem that Mengniu is facing today.

But we can also find some ideas from their efforts. Event marketing is a direct carrier of brand building. To make full use of this carrier, it is necessary to realize the resonance and resonance between event marketing and branding.

In"God Five"Medium, Mengniu"Strong Chinese"The slogan is still fresh in our minds, and the quality of Mengniu milk and the appeal of the Mengniu brand have been recognized by consumers. Mengniu yogurt,"Sweet and sour is me"The popular advertising slogans have also deeply touched the hearts of many consumers. The growth of a brand is the result of satisfying consumers.

Products, marketing, and brand should be the three directions that enterprises should strive for at the same time, and they should not be wasted at any time. The selection of events, the implementation of strategies, and the follow-up in the later stage are interlocking, which should be the basis for the success of event marketing. Product, marketing, brand, three aspects of the same efforts at the same time, enterprises to achieve the popularity to reputation to brand loyalty upgrade.

Mengniu, as a domestic brand with a conscience, I have been drinking it since I was a child. For example, their pure milk is much more mellow than other flavors in terms of taste. And the reputation in the market has always been very high.