China Food

What is the marketing logic behind the “Mini Cup” with a big brain hole

small and beautiful example.

Text: Wang Hui

Source: brand observer (ID: pinpaigcbao)

In the field of marketing, product design is one of the important dimensions, among which the most striking is the size of packaging, which has become the marketing focus of many brands.
For example, Coca Cola, as early as 2018, began to vigorously promote the new 200ml mini cans in the Chinese market to meet the needs of many consumers to “enjoy one mouthful” rather than a large can of “drink to full”. This new product meeting specific consumption scenarios has been welcomed by the public, and has already become one of the conventional product series in the past few years.
This year, the pursuit of “mini” seems to be becoming common again.
“Mini Cup” hot out of the circle
Catering brands join the fun
At the end of June this year, KFC, the catering boss, launched “vitality top melon milk tea” in summer, focusing on low sugar, low fat and light burden to help people dissipate smoke and anger, including a mini version of “little cute cute Cup”.
Almost all of the time, Starbucks began buying big cups of ice cream from the children’s day. Consumers came to the scene to prove themselves to be “babies” by using small ticket paintings and singing nursery rhymes.
As for Naixue, it is promoted through Brand Co branding. Naixue aims at migrant workers who like to drink milk tea and launches a mini milk tea series with daily fresh language to help people go to work.
In addition to the brand initiative, the most popular is the “self created Mini Cup” of consumers for the brand drink DIY.
For example, in the little red book of the holy land of grass planting, a quick search is a tutorial on the production of mini happy tea cups. First, you need to order a subpackaged cheese, then a normal cup of tea, match with free ingredients such as pearl and coconut, pour it into the subpackaged Cheese Cup, cut and insert the straw, and a mini milk tea is finished!
As a little in the tea industry, its product re creation strategies are also dazzling. 5 yuan milk cream plus 12 yuan medium Cup four seasons milk green, with free ingredients Boba, can be divided into three small cups, less than 6 yuan per cup.
For brands, Mini Cup is a re mining of product selling points, a micro innovation of products, corresponding to the diversification of consumer demand and the differentiation of consumption scenes. It is a coping strategy in the homogeneous beverage track.
For the public, DIY Mini Cup meets their curiosity seeking psychology of pursuing freshness. At the same time, it can gain a full sense of participation and achievement in the interaction with favorite brands and achieve further in-depth two-way communication.
The popularity of mini cups also reflects the trend of changes in the structure of consumer categories. According to the data of the white paper on China’s food consumption trend, the proportion of portable products with small specifications relative to new products in that year has increased year by year, which means that mini clothes are more and more favored by consumers.
Solve pain points and social communication
Marketing logic behind Mini Cup
For the mini cup out of the circle, some people think it is purely a marketing gimmick. In fact, it is not so simple and superficial.
Mini cups can really solve the pain points of consumers.
Conventional new tea products are often 500ml medium and large cups, which helps brand merchants to expand sales. At the same time, product photography is more slim and beautiful. However, this large capacity is not suitable for all consumers. First, many girls have limited appetite and often can’t drink so much; Second, for milk tea drinks with high sugar and high fat, it is easy to feel guilty if you drink too much at a time.
In contrast, the Mini Cup with small capacity can solve the above pain points. Especially for girls who love to drink tea and are afraid of being fat, the appearance of the mini cup can give people a sense of lightness that they can drink it in one bite, reducing their psychological burden when they enjoy it – as long as the Mini Cup is small enough, they won’t get fat.
In terms of price, mini cups also show unique advantages.
The small capacity of the Mini Cup means that the unit price is also relatively low. For consumers who just want to taste fresh and don’t want to be full, mini cups can significantly reduce the cost of trying and increase the consumption frequency of products, which is a suitable choice. If you are willing to pay the same price, you can also taste two drinks at the same time.
The price advantage of Mini Cup helps to expand the audience of the product and help the product further out of the circle, so as to expand the voice of the brand.
At the marketing level, the mini cup can be said to have its own social communication attribute.
Different from the slim and upright image of the traditional medium and large drinks, the main impression of the Mini Cup is that it is short and fat, stupid and cute. Like a little drink doll, this self-contained lovely attribute is the key to the circle powder.
When scientists scanned the brain of “being happy because of being cute”, they found that lovely things would stimulate the nucleus accumbens in charge of pleasure in the brain, promote the secretion of dopamine, and make people happy.
Based on the cute attribute of Mini Cup and the active leadership of major brands, people’s DIY “making cute” behavior is further triggered.
Take 1 Dian Dian as an example, the little red book bloggers gave a good mix. “Milk green + Boba + milk cream”, “Matcha milk tea + Boba + milk cream”, “cocoa milk tea + Boba + milk cream”. As long as the brain hole is large enough, a small sub packaging cup can match a variety of new flavors.
Lei Jun, founder of Xiaomi, said that allowing consumers to participate in the creation and dissemination of products, and the brand “sense of participation” naturally germinated from this is an important factor in Xiaomi’s initial success.
The Mini Cup DIY trend of drinks led by brands is the best embodiment of the sense of participation. On weekdays, people just display the purchased drinks on the social platform. Now they are actively re creating the drinks, which contains exclusive personal creativity. Sharing and communication can bring more fun and sense of achievement.
Brand chasing Mini Cup can also shape a trendy brand image.
Today’s new consumption environment puts forward higher requirements for brand building. A brand that can reach young people is not only good-looking, but also fun.
The mini cup can be said to be an epitome of brand strategy. It has good taste, good appearance and fun self-made. These characteristics not only help the new product to come out of the circle, but also help shape the brand image at the bottom.
Brand focus beyond Mini Cup:
Product innovation, marketing features, trigger resonance
In the current Mini Cup trend, the brand must clearly realize that the Mini Cup is only a micro innovation of products. After a short circle, it needs more in-depth thinking.
The author believes that taking the Mini Cup as one of the normal products is an option that can be considered.
Different from general gimmicks, mini cups can indeed meet the needs of some people. Based on the principle of consumer orientation, mini cups can indeed be used as a daily product series to broaden the consumption scene of products, just like coca cola mentioned above.
More importantly, product innovation cannot stop.
Consumers have a psychological tendency to like the new and hate the old. For new tea drinks with non functional positioning, no matter how high people’s brand loyalty is, if they do not launch pleasing new products for a long time, it is difficult for the public to consume repeatedly.
In terms of product innovation, Xi tea can be said to be a benchmark.
Nie Yunchen, the founder of Xi tea, said, “in Xi tea’s business, products are the starting point, brand is the core and operation is the foundation… I don’t believe that bad products can be welcomed by everyone.” Huo Wei, senior public relations director of hi tea media, said something that impressed her. At a high-level meeting, colleagues kept sending dozens of European bags and new tea products for Nie Yunchen to try, and he really tasted them one by one.
When it comes to marketing, the brand should not fall into the routine of following the trend.
In the context of the involution of most industries, marketing homogenization has become a common phenomenon, as well as the Mini Cup trend. In fact, the specific marketing strategies are mostly similar, and sometimes it is unintentional or helpless to follow the trend. However, in order to occupy a place in the minds of consumers, marketing must make its own brand style.
For example, Starbucks cup culture. Starbucks always likes to launch specific styles of cups. After decades of accumulation, cups have become one of Starbucks brand culture. Starbucks will sell all kinds of star cups with unique design whether it is a major festival or daily.
The key to this may be the long-term adherence to a marketing strategy, rather than mindless follow suit.
For new catering brands, people’s requirements have indeed increased. “Delicious, good-looking and fun” is a necessary brand three piece set. However, these three good things are only superficial phenomena, which can be said to be a means, and the real purpose should be to reach “resonance” with consumers.
For the main audiences of coffee and tea brands, the life scenes are mainly work, social networking and home. It is particularly important to find the resonance points of these young people.
Taking the Mini Cup as an example, the working scene can emphasize that the product can supplement vitality; DIY is divided into two cups, which is suitable for sharing among friends; When you are alone at home, a mini cup for one person can heal yourself.
The Mini Cup is just a microcosm. Behind this, how to continuously resonate with young people and complete the real touch of the brand is a long-term test of paying more attention to internal skills.
Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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