Joke Collection Website - Blessing messages - Tea Beverage Poster Template-Marketing Scheme of Brand Promotion Activities
Tea Beverage Poster Template-Marketing Scheme of Brand Promotion Activities
When I went to eat, I saw a very interesting creative poster.
It said, Will you not eat when it's time for dinner?
people are iron rice and steel.
why don't you eat?
what are you looking at? That means you. This is a creative advertisement template that I saw in a hot pot restaurant. I think it is very creative and share it with you. Modern famous graphic designers and their works
Han Jiaying
was born in Tianjin in p>1961
from p>1982 to 1986
studied in the Decoration Department of Arts and Crafts Department of Xi 'an Academy of Fine Arts
from 1986 to p>199
taught in the Clothing Department of Northwest Textile Institute,
created by hand and printed by screen
Poster Later, he worked as the design director of Vanke Culture Communication Co., Ltd.
In p>1992, the first Exhibition of Graphic Design in China was held, and the poster made for Micron Printing Factory and Exhibition was selected
In the same year, he designed the image for Vanke Culture Communication Co., Ltd.
In p>1993, Shenzhen Han Jiaying Design Co., Ltd. was established
In p>1994,
The poster "People take" Selected in the 3rd Mexico International Poster Biennale
Planned enterprise and brand image for Hainan Sundiro Motorcycle Co., Ltd., Konka Group and Shenzhen Yibao Food & Beverage Co., Ltd. successively
In p>1995, the poster "Food is the first thing" was selected in the 6th French Art Festival of Le Montreux
as a design symbol for the new Hanlun paper industry. The corporate image poster created for it won the < Excellent Award > in the 7th ZGRAF International Graphic Design Exhibition held in Croatia
The Best Industrial Design Award in the 1st Shenzhen Industrial Design Exhibition and Evaluation Week
Shenzhen Graphic Design Association was established. Han Jiaying designed
logos and office supplies for the association
in p>1996
he won the silver prize in the "Design 96 Exhibition" in Hong Kong
Shenzhen Graphic Design Association held the second "Graphic Design in China" exhibition. Won 13 awards, including judging award, gold award, silver award, bronze award and excellent award
Invited to participate in the poster exhibition of cross-strait and three-place communication
Invited to participate in the activities of Korea's Unified International Visual Design Fax Exhibition
In p>1997
His works were selected for the 5th Toyama International Poster Triennial Exhibition in Japan. Helsinki Poster Biennale is the 7th Finland International Poster Biennale
Invited to participate in Colorado International Poster Invitational Exhibition
Invited to participate in Asia-Pacific Poster Exhibition
Planned and integrated corporate and brand image for Shenyang Huarun Snow Beer Group
In p>1998
His works were selected for the 16th Warsaw International Poster Biennale. The 18th Brno International Graphic Design Biennale (Czech Republic)
Poster Communication won the gold medal of JoseGuadalupePosada in the 5th Mexico International Poster Biennale
Graphic magazine won the silver prize of Design 98 Exhibition in Hong Kong
Invited to be the judge of the 1998 Design Biennale of Chartered Designers Association in Hong Kong
At the invitation of German Berliner Theatre and Designer Association VGD, Participated in the poster creation activities of 1 designers from all over the world to commemorate Brett's 1th birthday. In 1999, he was invited to participate in the Shanghai International Poster Invitational Exhibition. In 1999, he was invited to participate in the Korean East Asia Text Art Exhibition. In 1999, he was invited to plan and design the corporate image and its strong brand image for Nanfeng Chemical Group. In 1999, he was invited to design the brand image and product packaging for Ipoh's new soybean milk and tea drinks. In 2,
Tianya Magazine won the gold medal in Hong Kong Design 2 Exhibition
Tianya Poster won the bronze prize in the 6th Toyama International Poster Triennial Exhibition in Japan
Tianya Poster won the second prize in Poland Wanda Computer Art Biennale
Tianya Poster won the 19th (Czech Republic). Honorary Award of Brno International Graphic Design Biennale
Poster The Second Annual Exhibition of Contemporary Sculpture Art was selected for the Biennale of Tokyo Font Guidance Club
Invited to participate in the Contemporary Culture Festival in Berlin, Hong Kong
Being the judge of China Creative Encyclopedia
Planning the image for Lijiang Yulong Snow Mountain International Golf Club
Designing the real estate image for Vanke Real Estate Golden Home
Promoting the design for Shenzhen Wish 2 large-scale environmental art festival. P > Posters Tianya and Interactive were permanently collected by MuseumFurkundunderwerbehamberg, Germany.
Posters Tianya and Urban Discovery were selected for the 12th French art festival of Xiao Meng Hai Bao.
Posters Tianya and Interactive were invited to participate in Berlin Asia-Pacific Festival Exhibition
The 2nd Ningbo International Poster Exchange. And Fusion was invited to participate in the 14th Finland International Poster Biennale
The 5th Poland Wanda Computer Art Biennale, and the poster Tianya won the gold medal, Fusion won the honorary prize
The poster Fusion and the cultural works of Hong Kong Design 22 won the silver prize, the poster Tianya and Haiyu. AD,
the curator of Shenzhen 23 Design Exhibition, and served as the design work of posters, invitations, exhibition yearbooks and venue layout, and won many excellent prizes in Shenzhen 23 Design Exhibition; Judge of the 5th Macau Design < P > Exhibition; Holding Tianya solo exhibition in France (23 Sino-French Cultural Year Project)
In p>24
Shenzhen 23 Design Exhibition was selected as the marketing plan for the brand promotion activities of the 83rd ADC Yearbook in new york
and the 21st Brno International Graphic Design Biennale (Czech Republic)
In order to ensure the scientific and orderly progress of things or work, it is often necessary to make plans in advance, and the plans are on file. So do you know how to write a standard plan? The following is the marketing plan of brand promotion activities that I have collected. I welcome you to learn from it and hope it will help you.
marketing plan for brand promotion activities 1
The beverage market in China has great potential, with an average annual growth rate of 1% from 2_~2xx to 22.6 million tons in 2xx, and it is expected to reach 37 million tons in 2xx. In 2xx, China's beverage output reached 2xx million tons, and there were 825 state-owned and non-state-owned industrial enterprises with annual sales income above 5 million yuan, with total assets of 6.4 billion yuan, sales income of 55.15 billion yuan and total profits of 3.97 billion yuan. According to statistics, in 2xx, the output of drinking water was the largest in China's soft drink market, but the sales volume was still carbonated drinks.
under this condition, our company has launched a series of forget-me-not scented tea products. As a new product, forget-me-not scented tea takes Gansu market as a pilot for its national sales. After strict market investigation and analysis, we have formulated a marketing plan for forget-me-not scented tea.
1. Market analysis
1. Market direction
With the improvement of living standards of Chinese residents and the change of consumption concepts, drinks have changed from their previous lives. According to the statistics of China Beverage Industry Association, the total output of China beverage industry in 2xx was 14.91 million tons, an increase of 25% over the previous year. 7%, the beverage industry has maintained a rapid growth momentum for 21 years in a row. At the same time, the demand for varieties in the domestic beverage market is also changing. In 2xx, the output of bottled drinks reached 5.54 million tons, ranking first, carbonated drinks reached 4.2 million tons, ranking second, and tea drinks reached 1.85 million tons, ranking third. Tea drinks were the fastest growing among all beverage categories. This year, the most beautiful scenery in the beverage market is the tea beverage known as "the upstart beverage". With the appearance of tea drinks and the prosperity of the market, the beverage market in the 21st century will be the century of tea, and tea drinks will become "drinks". Behind the refreshing and delicious tea drinks, the tea beverage market is choppy and the battle is urgent.
from the overall environment, the development momentum of China's tea beverage industry is very strong, and the whole tea beverage industry is growing rapidly, and the market penetration rate is increasing rapidly. The whole tea beverage market has entered the middle stage of growth. 2xx years ago, Master Kong, Uni-President and Rising Sun, which occupied a large share in the market, were the world's leading tea drinks. Now, Master Kong has gained the most, Rising Sun ranks second, and Uni-President ranks third. Master Kong occupied the dominant position of tea drinks; Unified as the brand with the second growth rate of market penetration. Dingxin Group, which produces "Master Kong" tea beverage, is undoubtedly the winner of this year's tea beverage market. Dingxin's predecessor was Dingxin Oil Factory, which was founded in Changhua, Taiwan Province in 1958, and it began to invest in the mainland in October. After 1 years' development, Dingxin Group's total investment in the mainland has reached US$ 1.2 billion, and its * * * has 55 operating companies, 34 factories, 3 mass-market stores and 31 fast-food restaurants, with close employees. In recent years, the market sales of "Master Kong" drinks have doubled every year, and tea drinks have grown at a high speed of over 1%.
as our new brand, forget-me-not scented tea, can it occupy a place in the market? This is a crucial one for us. There are problems in the unification of Master Kong. We can use forget-me-not scented tea to clear away heat and toxic materials, clear the heart and improve eyesight, nourish yin and kidney, maintain beauty, enrich blood and nourish blood, promote menstrual metabolism, delay cell aging, improve immunity, and have the effects of clearing liver and improving eyesight, nourishing yang and tonifying kidney, nourishing blood and regulating menstruation. Beauty whitening, clearing away fire and improving eyesight, especially healthy tea drinks that have a certain elimination effect on freckles and acne will have a certain influence.
2. competitor analysis: at present, the trend of brand centralization in the domestic tea beverage market is obvious, and the market share of the top ten tea beverage brands is over 96%. Among them, Uni-President, Master Kong, Kirin, Wang Laoji, Suntory and Nestle have a market share of about 9%. It is optimistic about the future development prospects of tea drinks, and "Liangle", which made its fortune with carbonated drinks, has also turned to the tea beverage market with the market demand.
The tea beverage market has staged the Romance of the Three Kingdoms, which has entered the stage of monopolistic competition. Although the tea beverage market has emerged in a cluster, and the three major brands have taken control of the market together, there are still many enterprises trying their best to follow up and grab market share. This summer, Coca-Cola Company, a beverage giant that has always been world-famous for its carbonated drinks such as cola, not only played the banner of diversification in China for the first time, but also seemed to set foot in all kinds of tea drinks in China overnight, and launched a series of "Lanfeng" tea drinks. At the same time, Coca-Cola Company also set the market target for "Lanfeng" tea to surpass "Master Kong" and "Unification". When Coca-Cola's green tea just landed in Shanghai and Hangzhou, Hangzhou Wahaha Group announced its involvement in tea drinks, and launched a very series of drinks in May of 2xx. Robust, Huiyuan, Chundu, Coconut Tree, Lulu, etc. have also started to set foot in the tea drinking industry, and launched their own series of tea drinks respectively. Even Tsingtao Beer, the leader of the domestic beer industry, began to cooperate with Asahi Company of Japan to produce oolong tea. People in the industry say that tea drinks will set off the third wave of drinks in China, even replacing the status of drinking water and competing with carbonated drinks that have been developed for many years for market dominance. At the same time, due to the efforts of Coca-Cola, Master Kong and Uni-President, Suntory, Kirin and Asahi, the three Japanese manufacturers, are in full swing to seize the China market, and the fierce battle in the tea market has become a fact known to the industry. Where there is market, there is competition; where there is competition, there is innovation and development. Master Kong, which has a market share, is dominant and unified. Secondly, the competitive advantages of these two brands are obvious. If you want to stand out from these two pillars, you need to have characteristics. Don't forget the nourishing body and mind of scented tea. beauty beauty just has this advantage.
3. Consumer analysis:
The survey shows that the proportion of women who drink tea drinks most often is slightly higher than that of men, which is not unrelated to the fact that women pay more attention to the health and fashion characteristics of tea drinks. In addition, drinking tea drinks without getting fat is the main reason why women choose tea drinks more than men, and women's awareness of the health-care characteristics of tea drinks is higher than that of men, which is one of the reasons why they prefer tea drinks more. Moreover, consumers aged 15-24 are the main target consumers of tea drinks, followed by consumers aged 25-34, who are the main consumers of tea drinks, with little difference from the main consumers of carbonated drinks and packaged water. It can be said that the unique taste and fashionable products are the main reasons why tea drinks attract consumers aged 15-24. Among heavy tea beverage consumers aged 15-24 (drinking tea drinks four times or more per week), more people drink unified tea drinks than Master Kong, while heavy consumers aged 25-34 tend to drink Master Kong tea drinks.
Different lifestyles lead to different brand choices of tea drinks. Consumers who prefer things that are good for health and beauty will choose Master Kong brand, while those who like to pursue fashion, fashion, novelty and buy foreign brands and those who are very particular about food tend to unify brands. Most consumers of Rising Sun prefer to buy domestic brands. Different consumers have different tastes and demands for tea drinks, but we don't forget me. Tea is a healthy and safe tea drink, which is the demand of all kinds of people, mainly young people, middle-aged and elderly people, especially female customers. Under their consumption habits,
second, product analysis
"nature, health and returning to nature" has become the consumption trend of more and more consumers' healthy lifestyle. The sudden "fire" of tea drinks is precisely because it meets the needs of consumers, and the consumption mode of tea drinks meets the requirements of modern lifestyles. The characteristics of tea beverage can be summarized as "three lows": low calorie, low fat and low sugar. It is natural, healthy, thirst-quenching and refreshing. It is more refreshing and thirst-quenching than carbonated drinks, more pleasant and tasteful than water drinks, with elegant fragrance, endless aftertaste, rich in health-care ingredients, and has the functions of nutrition, health-care efficacy and relieving summer heat and thirst. One of the reasons why tea drinks began to sell well is that the income level of people in their twenties to thirties has been improved. With the increase of the disposable income of the younger generation, most consumers think that PET bottles are a little more expensive, but they feel more "chic" and "fashionable". People who like fashion and novelty will choose tea drinks more often. Another reason is that people's health awareness has improved. In the past, carbonated drinks such as cola had an absolute advantage in the refreshing beverage market, and non-carbonated drinks were also popular with high sweetness. The development of tea beverage in 2xx will extend to herb tea, plant tea (such as herbal tea, bamboo leaf water, fruit tea) and other products. The tea beverage market will also enter a new development stage, that is, it will land from the concept of health and improve the real content of tea in tea beverages. There is still a lot of room in the tea beverage market, which is also illustrated by the entry of Jianlibao, Coca-Cola and Pepsi-Cola. Among many drinks, only tea drinks can be truly associated with China culture, and it can be said that the stamina of tea drinks is still sufficient. The reason for airport advertising is that "people think that since they pay for it, the higher the nutritional content, the more cost-effective". However, with the lifestyle centered on the high-income class
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