In the consumer goods enterprise circle, whenever the consulting and planning industry is mentioned, there is always a name called "Ogut".
Brand? Brand marketing? ! Do the whole marketing system? ! ! Do leading brand management? ! ! !
What kind of organization is this?
With many questions, we observed and interviewed Mr. Cang Shi, the chief consultant of this international organization, together with several CEOs of the enterprise. Speaking of the origin of the establishment of Ogut international brand consulting agency, it can be traced back to 2000. Singapore investment enterprise group landed in Shanghai, established brand marketing R&D center, and cooperated with School of Economics and Management of Fudan University. He was the chairman of the Intellectual Strategy Committee of China Development Strategy Research Association, and established a strategic cooperation alliance with the School of Business Administration of Harvard University.
Since its establishment, Ogut people have adhered to the service tenet of continuous innovation, Excellence, strict supervision, rapid response and regular review; Dedicated, high standards, high requirements, try our best to serve customers, and provide customers with the best service while constantly summing up, perfecting and improving! Today, Ogut has become one of the most competitive and unique cultural consulting organizations in China. The service field involves fast-moving consumer goods, urban planning and urban tourism, pharmaceutical industry, household paper industry and many other fields. At present, Ogut has successfully provided systematic brand strategy, marketing management consulting, CIS image strategy introduction, integrated marketing planning and other services to dozens of well-known Chinese and foreign enterprises, and achieved remarkable results and market effects. It is being accepted by more and more well-known Chinese and foreign enterprises. In view of the integrity and effectiveness of integrated marketing communication and the introduction of CIS strategic image, Ogut has specially set up an enterprise training department to help enterprises improve management and organizational efficiency, enhance the overall quality and skills of employees, and make enterprises and employees more competitive in a rapidly changing world.
Ogut International is a brand strategy consulting organization oriented by practical research. Since 2005, Ogut has implemented the management business of this department, and has since focused on several major industries. Among them, the household paper industry is also a key business and research field, and the research topic covers all levels of the household paper industry chain. At the same time, help enterprises to build an overall marketing system and build a brand organization management system. Perfect the terminal image project. With the progress of society, the role of contemporary paper industry in economy has attracted more and more attention of the world, and it is an internationally recognized "inexhaustible" industry. The paper industry has a high correlation, involving forestry, agriculture, machinery manufacturing, chemical industry, thermoelectric, transportation, environmental protection and other industries, which has a certain pulling effect on the economy of upstream and downstream industries. The production and consumption level of household paper is an important symbol to measure the degree of modernization and civilization of a country. In economically developed countries such as the United States, Canada, Japan, Finland and Sweden, the paper industry has become one of the ten pillar manufacturing industries of their national economy. In recent years, with the development of economy, the increase of population and the improvement of people's quality of life, the household paper industry in China has grown rapidly.
Based on China's national conditions and the operating environment of China's market economy, Ogut brand marketing consulting organization deeply understands the macro-policy of tissue paper, invests funds to update the tissue paper database every year, and closely cooperates with the first-line industry weekly and tissue paper industry association to conduct in-depth research on the tissue paper market, so as to more accurately understand and grasp the development trend of tissue paper industry and make tailor-made preparations when formulating strategies and strategic requirements for customers. With the advantages of data accumulation in the tissue paper industry for many years, Ogut completed the research report on the enterprises in the tissue paper industry, focusing on in-depth research on the strategies of leading enterprises in the industry. The report focuses on Hengan Group, involving leading domestic household paper enterprises such as Weida Paper, Wang Zi Nipiao Paper, Kimberly Shu Jie and Guangdong Zhongshun Enterprise, and analyzes the items, categories and varieties from multiple angles and dimensions.
Ogut experts believe that since the development of household paper, many categories, varieties and specifications have been subdivided from the use and use of consumers; From the aspects of raw materials, product characteristics, forms, packaging, uses, concepts and other complete products, they constantly produce their own differences and selling points. And the consumer market has been subdivided into several local markets with different categories, varieties and brands. Different enterprises have different attitudes and ways to different local markets, either occupying, carving up, infiltrating, consolidating or avoiding them. The reason is nothing more than relying on the advantages of the enterprise itself to foster strengths and avoid weaknesses. Looking back at the benchmark enterprises in the industry, most of them started with the victory of local markets, and then relied on the strength of brands, sturm und drang sold on the ground, or many product brands or SKUs to achieve the target market. But overall, comprehensive competitiveness is the only way for industry benchmarking enterprises. Opportunities always favor those who are prepared. Everything Ogut has done is seen by an enterprise far away from Ningxia in the northwest, and it is impressed by the professional attainments and professionalism of Ogut team in the brand and marketing of household paper. It is because of mutual appreciation that Ningxia Bauhinia Paper Co., Ltd. and Ogut International Brand Consulting Agency formally embarked on the road of close cooperation in June 2009. Fully introduce the whole process of marketing and the year-round service of brand cases.
According to experts from Ogut, after 19 years of operation, Bauhinia has moved from the border of Ningxia to the national market, experiencing initial product problems, cost problems, technical problems and environmental protection problems ... and then it will inevitably face a series of markets and sales such as the layout of the national market, the choice of channel models, the choice of distribution models, intensive cultivation of regional markets, terminal marketing, brand building and integrated communication.
Although Bauhinia is a local brand, there is still a certain distance from the production scale to the market scale compared with leading domestic paper enterprises such as Heng 'an, Jin Hongye and Vida, but as a brand enterprise with complete industrial chain structure and regional strength, Bauhinia has the ability and elements to expand its industry and form differentiated strength. At the same time, it also has the conditions and opportunities for rolling development and rapid expansion. Therefore, Ogut experts are very concerned about the Bauhinia project and optimistic about its development, and are confident to help Bauhinia Group achieve a new round of brand expansion.
Since 20 10/month, Ogut experts have conducted a comprehensive internal visit and external transfer to Bauhinia Paper, forming a detailed diagnosis report from the whole industrial chain of the enterprise step by step. Among them, with full STP analysis and demonstration, aiming at the service demand of Bauhinia Paper, a set of strategic brand marketing scheme is established, a three-year marketing strategy is launched, and the three-year brand strategy and seven strategies are decomposed into model markets. Create brand synergy and plan the overall product line. Build a three-dimensional brand building model of the trinity of land, sea and air to achieve another take-off. Brand management and maintenance is a series of activities to maintain brand image and brand market position in specific business activities. Including qualitative research, quantitative research and corresponding strategies of brands and competitive brands. Qualitative research is to understand consumers' feelings, opinions, attitudes and actions towards brands; Quantitative research is defined as diagnosis, brand advertising, sales and follow-up investigation of public relations promotion effect, including commercial protection and legal protection.
Of course, brand style advantage management mainly focuses on marketing strategy consultation and brand strategy planning. With the support of Ogut's own theoretical tools and practical experience, it carries out idiosyncratic and personalized system management for different enterprises and different stages.
Ogut international experts pointed out that brand style advantage management belongs to a more advanced stage, which is mainly a comprehensive three-dimensional software and hardware dynamic management system that should be shaped and recognized from the four-dimensional space to cooperate with enterprises to establish brand loyalty. This is Mr. Cang Shi, an international organization of Ogut, who has applied homogeneity and heterogeneity to analyze brands for many years. Heterogeneity and isomorphism reshape the brand; Under the guidance of the ideological system of maintaining and managing brands in four-dimensional relational space. Analysis and verification in continuous actual combat. Therefore, it can be unique in serving group enterprises and building high-end brands, and has created its own road. Only the high-end consulting creative team can realize the mission of enterprise brand stylization, and the prophet consulting planning circle will have new topics, such as brand style construction, style brand management and so on. Fortunately, Ogut International has been very practical over the years, and later some enterprises began to accept the theoretical system here. At the same time, the service situation of consulting industry is also changing quietly.
Ogut provides professional, stable, continuous and optimized team consulting services.
At this moment, everyone's doubts have disappeared. This organization is a high-end team doing brand marketing of the whole case. The Asia-Pacific region is in Singapore and the mainland headquarters is in Shanghai. In Beijing, Guangzhou and other places with branches, offices and liaison offices throughout the country.
We deeply understand the truth that "a brand affects an industry".
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