Research On Brand Rejuvenation Strategy Of FMCG Food M Brand

Nowadays,driven by the Internet economy,brands in the market change rapidly and new brands emerge one after another.While meeting the diversified needs,consumers’ brand preferences are prone to offset.This phenomenon makes the old brands that have been operated for a long time fall into a dilemma: on the one hand,the brands still have a certain market foundation and consumers still have high brand recognition on them.On the other hand,as brand association and perceived quality become worse,and consumers often can’t recall them when making purchase decisions.If the enterprises do not take timely and effective measures to deal with it,the relationship between brands and consumers will continue to be alienated,and brands will accelerate their decline and die out due to the loss of vitality.In short,the problem of brand decline and aging results from the change of the consumers’ demands,and the change of competitive environment and the poor management of the brands themselves.Enterprises should fully evaluate the aging brands,and regard them as a part of the enterprises’ resources and make active use of them.On the contrary,if making a choose to give up and develop or launch a new brand instead,they will not only cause a waste of the enterprises’ resources,but also face a relative high cost and high risk.After demonstration and making sure that there are positive conditions for brand activation,then the enterprises should select appropriate brand activation strategies according to the current business situations,and the strategic significance and the future value of the brands.Finally,some digital marketing means should be involved,in order to conduct a overall plan of the product innovation,promotion and brand image renewal.The M brand,which is the object of this study,has been manufacturing and selling baked goods for nearly 20 years.The K enterprise which the M brand is subordinated to is a leading FMCG enterprise engaging in food production and circulation.Through the investigation in K enterprise and the first-hand data obtained by means of in-depth interview and questionnaire survey,it is found that M brand has indeed had a significant brand aging problem at present.At the same time,after demonstration,the brand also has the conditions for brand activation.However,the management’s recognition of the value of M brand and the current operation situation of M brand have put forward special requirements for the selection of M brand’s activation strategy.On the one hand,the M brand has an important strategic significance for the K enterprise.The M brand should gradually achieve steady growth on the premise of solving its survival problem.On the other hand,due to the quantity of sale is small,and the marketing resources that can be invoked are limited.Therefore,the conservative strategy of a local improvement and the radical strategy of a one-time large investment can not take effects.Analytic hierarchy process method is used in this study,in order to achieve decision-making scientifically,and construct the "M brand activation decision-making hierarchy" model firstly,and integrate the opinions and scores from the experts secondly,then finally determine the "three-steps route" of M brand activation strategy.The first step is to renew the products and strengthen the promotion activities,thus improving consumers’ bad impression and enhancing purchase in a safe way with low investments.The second step is to extend the brand’s category,for the sake of breaking through the bottleneck of the limitation caused by the narrow category nowadays,and obtaining more market spaces.The third step is to reshape the brand,which contains products design reshaping,promotion mode reshaping,and brand image reshaping,aiming to enliven the M brand in the long term.The project of brand rejuvenation is systematic in a sense,which needs to be supported by the solid foundation of multidisciplinary management theories and guaranteed by the closely combination of multiple departments of the enterprise.However,this study only focuses on the field of marketing at this stage,thus leading to some defects.I sincerely hope that the research could be strengthened in future.