1. Insights are the fundamental purpose: the essence of research is to gain insight into opportunities, not to get research answers, and research itself is planning.

2, restore marketing truth is the requirement: the core of the research is to restore the marketing truth, restore the truth of consumer demand, restore the truth of the success or failure of competitors.

3. To conduct research with questions and purposes: research is not a market-oriented look at the market, but based on existing judgments and assumptions, so that the market and consumers give us the answer.

4. Consumers are the ultimate focus of research: Consumer research is the focus of all market research, because all research ultimately solves “how to let consumers quickly understand our brand and make consumers happy to buy our products” This is the ultimate problem.

Brand positioning: China's first "themed sanitary napkin"

Brands are the carrier of emotions, from selling products to selling identity. Let customers have a sense of belonging, so that customers can find their own personality and lifestyle.

Slogan: Give your exclusive cotton care

The essence of the slogan is not to say a good word, but to say something that can be beaten. To use the slogan as a strategic slogan to refine it is a window for brand positioning.

Who is it to sell to?

“Who is it sold to?” The target group positioning is not only to know “who is she?”, but also to have a comprehensive insight into her lifestyle and psychological state.

Princess insight

The princess is not only an age feature, but also a personality trait.

Hot mom insight

Focus on full-time mothers and housewives

Queen's insight

Focus on the strong women in the workplace, focusing on the middle and high-level white-collar workers.

Guerlain brand is born with brand temperament.

First, the issue of category attributes or category associations.

The stronger the category is, the easier it is to associate with the product in the consumer's mind, and the easier it is to send a message to the consumer. Judging from the three names of petite, non-allergic and multi-environment, it is clear that the petite name category is stronger and the category association is better, which makes people feel the feeling of using sanitary napkins.

Second, the issue of cost of transmission.

The more low-cost names are remembered by consumers, companies can push the brand to the consumer's brain with less money, which greatly reduces the cost of marketing communications. Judging from the three names of sensuality, non-allergic and multi-environment, we believe that the name of the petite name is low in cost and easier to be remembered by consumers.

Third, the issue of brand price positioning.

Based on the high-end route we are taking, the name itself has a certain high-end feeling. Standing on the perspective of consumers looking at the three names for the first time, it is clear that the sense of tenderness is more sufficient, and it is easier to create a high-end brand. It is difficult to create a high-end brand of sanitary napkins without sensitivity and rims. 

Jump out of the product level and sell brand identity.

Traditional sanitary napkin product positioning focuses on describing from a rational functional level or value level.

The sensational sanitary napkins are expressed from the emotional level and sell the sense of identity in the heart.

Four major recognitions: age identity, identity, personality identity, and value identity.

Appreciate the person with a sense of sensuality, and feel like a girlfriend, like a lover to care for our target customer base.

Turn packaging into three key points for terminal salespeople:

1, the most easy to be found (to create a strong, eye-catching super recognition)

2, the fastest understanding (the communication of brand identity and category identity)

3, the most directly impressed (the reason for the reason for the conveyance and packaging)