Strengthen the brand building of crayon Xiao Xin (Fujian) Food Industry Co., Ltd.

In brand building, in addition to long-term unremitting efforts in quality and continuous improvement in products, brand awareness should be deeply rooted in people's hearts. The brand "Crayon Shinchan" is built by the whole company, and it is also gradually built by all dealers and their sales staff in various regions. Based on these understandings, the company's leadership attaches great importance to the cultivation of brand awareness. Within the company, the factory publication "Crayon Novices" is compiled and distributed twice a month, and the front page always publicizes the relevant content of brand building. For example, brand building, brand maintenance, brand benefits, and how to serve brand building, company leaders Zheng and Zheng Yuhuan personally wrote articles and analyzed how to build a brand from the aspects of quality and sales. Employees actively contribute articles and talk about suggestions and contributions to brand building. For the company's sales staff, especially overseas sales staff in various regions, provinces and cities, the company uniformly prepares sales manuals, clearly stipulates the code of conduct of sales staff, and does not allow any behavior that affects the company's reputation and the "Crayon Shinchan" brand. The company's planning department invites professional marketing consultants to conduct marketing training for the regional director every quarter, helping the director to summarize and analyze the sales trends, successful experiences and shortcomings in the research stage, and at the same time, investigate the marketing strategies of relevant manufacturers, learn their strengths and formulate the next systematic sales strategy. The Planning Department publishes a quarterly issue of "My Views on Enterprise Brand Building", which is distributed to the whole company and overseas institutions and distributors. Now, the concept of "brand is scale, brand is benefit" has formed a * * * understanding in the whole company. Increase investment in advertising, "the smell of wine is also afraid of the depth of the alley." As a food enterprise that started late, it is not enough to build a brand only by quality, especially in the early stage of development. In the early days, the company invested a lot of money and hired image spokespersons. In the jelly industry, the company took the lead in hiring image ambassadors, including famous child stars Hao Shaowen, Jia Jia and famous movie star Cecilia Cheung. Increase advertising investment year by year. In 2004, TV media and print media invested nearly 40 million yuan. Distribute more than 300 kinds of gifts with the company's image to dealers, and set up display counters with company characteristics at each distribution point, and uniformly arrange display racks according to the company's requirements. These display props are invested by the company at a monthly cost of about 2.5 million yuan.