Beer marketing plan book

How time flies! A period of work has come to an end, and our work has ushered in a new step. Of course, we must set new goals and act immediately to write a plan book. Let's refer to how the planning book is written. The following is the beer marketing plan I collected, hoping to help everyone.

Beer Marketing Planning 1 1. Analysis of Network Publicity Platform

The online publicity platform of a regional enterprise mainly includes three parts: company website, local website, regional online community (and post bar) and so on.

(1) company website

This platform is completely controlled by the company, and the publicity method is intuitive, comprehensive and active. However, the company's website is not very attractive to netizens, and few people will visit a company's homepage specifically. The company website must pay attention to promotion.

For example, making a website is equivalent to making a publicity color page; Doing website promotion is equivalent to sending out publicity color pages. So when you make a website, you must promote it, just like when you make a colorful page, you must send it out. Otherwise, you might as well not do it. The promoted website can better improve the visibility of enterprises, quickly obtain statistical data and feedback information, and even be of great benefit to the upgrading of enterprise products.

Therefore, in order to maximize the publicity function of the company homepage, it is the key to promote the website and increase the number of website visits.

(2) Local radio stations

Local station advertising is another network publicity platform, and its publicity methods include

1, put online advertisements, such as buying advertising spaces in the form of pictures, animations and texts.

2. Write articles for publicity and promotion. Usually we call it "soft text". We can write and publish some articles about St Jude. In this way, people who read the article will be interested in the product.

For Changzhi enterprises, there are fewer stations and fewer visits to these websites, which leads to the general publicity effect.

(3) Regional online community (Post Bar)

With low cost and wide publicity scope, online community advertising is a good publicity platform, and its audience is suitable for potential beer consumers.

Publicity methods include

(1) advertisement

(2) Sponsoring naming activities

However, the online community culture in Changzhi area is not developed, and there are not many online communities with large visits. If you want to make a fuss about the publicity of the online community, you must first solve the problem of the number of visitors to the online community itself. After investigation, Changzhi University, Changzhi Medical College and other universities do not have their own network communication at present, so they can make a big fuss.

Second, netizen analysis and target consumer analysis.

(A) the point of convergence between netizens and target consumers

The direct target of netizens and network promotion is netizens. Most netizens are young people under 35.

The main body of beer consumers is consumers under the age of 50 (mainly men).

From the overlapping part of these two subjects, we can find the meeting point between netizens and target consumers, and position the main target of network promotion as: Changzhi netizens under 35 years old.

(B) Analysis of the composition and characteristics of netizens in Changzhi area

(1) College students: students from Changzhi College, Changzhi Medical College, North China Electromechanical School and Taihang Technical School.

trait

1. The age is between 16-24 years old, with more free time and frequent network activities.

2. The consumption demand of beer is at friends' parties, class dinners, graduation dinners, birthday dinners, etc.

3. Young, if we can grasp the consumer demand of this group, it will be of great benefit to the long-term development of the enterprise.

(2) Social personnel: including employees in enterprises and institutions and social idlers.

trait

1. generally have a stable income,

2. Colleagues have dinners, friends get together, and there are many wedding guests, which has a great demand for beer consumption and is the main body of the beer consumption market.

Third, the product analysis of Sheng Hede

If any brand wants to grow and develop in a wider range, it must first grow and develop in a certain region. Shenghede brand should take Changzhi area as the top priority of promotion.

Shenghede beer, as a local beer brand in Changzhi, has a unique emotional advantage. Therefore, the positioning of Shenghede beer should be "a beer brand that reflects the party's feelings", and to put it more bluntly, it is "beer of Changzhi people" and "Shenghede, Changzhi, own". The so-called road to simplicity, finding the most suitable position of the brand in 1000 things is success. We should give full play to the localization advantages of our products in product promotion.

By strengthening the localization concept of Shenghede beer, the concept of "Shenghede, Changzhi, your own beer" or "Changzhi people's own beer" is deeply rooted in the hearts of the people, and a strong psychological and emotional contact point is found between Shenghede beer and local consumers. Make Shenghede brand break through the limitation of product homogeneity, endow products with emotion by taking root in local culture, start with consumer psychology, and impress Changzhi consumers with emotion, so as to achieve a breakthrough in Changzhi beer market competition.

Fourth, the network marketing promotion plan

Based on the analysis of the above online publicity platforms, netizens and target consumers, I have formulated the following online marketing promotion scheme.

(A) the establishment of online publicity platform

1. Establish the company website and: establish the company homepage and communicate with the company. Display the company image comprehensively and intuitively.

2. Establishing colleges and universities (free of charge by applying for the Internet): According to my investigation, students from Changzhi University, Changzhi Medical College and other schools do not have their own exchanges at present, so they can establish them. The purpose is to provide a gathering platform for target consumers and hold them in their own hands. Then, consumers will be attracted to the homepage or website of Shenghede Company in a roundabout way to solve the problem of the number of visitors to the company's website and achieve the purpose of promoting the company's products.

(2) Publicity and promotion

Take different ways to publicize the two components of netizens.

1. For college consumers (taking Changzhi Medical College as an example)

First of all, we should publicize the "Changzhi College" we established through entity publicity to increase its visits and registered users. You can hand out leaflets at Changzhi University. When the number of visitors reaches a certain level, advertisements will be placed and a series of naming activities will be carried out to attract the target people to the home pages of San Hedo Company or San Hedo Company. Take the "Shenghede logo Award Collection Activity" as an example, and then submit the address of the activity works to the company homepage.

2. Social consumers

According to the characteristics of this group of people, the combination of entity publicity and network promotion is adopted.

Network publicity includes placing advertisements on major networks, online communities, exchanges, post bars and other platforms in Changzhi.

Entity publicity can hold "Shenghede advertising slogan prize collection activities" in various streets, and the submission of advertising slogans should be submitted on the homepage of Shenghede Co., Ltd. website to guide the target consumers to the company website. You can also hold activities such as "Sheng Hede, Shangdang Love" and sign banners with 10,000 people.

According to the total sales target of xx beer 20xx in Sichuan area of 65.438+0 billion yuan, the total sales volume of 80 billion bottles and the channel strategy of 20xx, the second beer promotion plan is formulated as follows:

I. Market analysis

First, competitor analysis.

1. Sichuan has a large population, high living standard and large beer sales, which attracts competition from beer manufacturers. Therefore, we need to do the following.

First, ensure product quality.

C, under the influence of the unified brand of xx beer, do a good job in the sales of xx beer.

B, local products, long-term operation. With other beer production markets, it has formed a mutually promoting image establishment and promotion function.

Planned time: 20xx-6-24

D. advertising activities have been comprehensively and meticulously planned and implemented.

E, strive to improve the quality of cadres, improve the cohesion of the whole team.

F, improve the salesman's ability, and strive to obtain the sales right with large consumption area.

2. The investigation on the advertising effect of xx beer shows the following data:

A. transmission rate. People who have seen xx beer advertisements

Accounting for 72.8% of the total survey.

28.2% people have never seen it.

B, preference

50% like xx beer advertisement.

Generally accounting for 48%

2% like it.

C. sources of information:

Television Sctv accounts for 67% of advertisements, while other TV stations account for less than 25%.

Newspapers. 53% people have seen the advertisement of xx beer in the newspaper.

The data shows that the advertising and sales of xx beer have achieved excellent results.

Second, the potential market prospects

1. As the most important inland area, Sichuan provides us with the best sales environment.

2. Sichuan is an affluent area in China, with high per capita income and strong consumption power.

3. The high temperature period in summer in Sichuan lasts for a long time, and beer culture has formed a unique culture in this area.

Although 4.xx beer is not dominated by Sichuan, there is still a big market vacancy in the beer industry.

Third, the importance of developing Sichuan market.

1. Sichuan, as a vast market with huge consumption potential, has great economic development value.

2. Promoting xx beer in Sichuan can be more conducive to the strong development of beer industry.

Fourth, advertising positioning.

(A), market positioning

Mainly in Chengdu, supplemented by Mianyang, Deyang, Suining and Panzhihua, radiating the whole province and city. All kinds of activities are focused on Chengdu.

(2), commodity positioning

High-quality, low to medium-high alcoholic beverages.

(1), advertising purpose

After this year's advertising, in the hearts of consumers in various provinces and cities, the popularity and goodwill of xx beer have been initially established. And can gain a foothold in Sichuan beer market and share the market with other producers.

(2), installment advertising

1, expansion period (20xx April-June), the main task is to attract consumers' attention to xx beer; Cultivate the recommendation rate of retail shopkeepers, initially establish the product image, guide consumers to understand xx beer, and expand the market on the basis of last year.

2. Strong sales period (July 65438 1 day+10/October), deeply guiding consumers, shaping the trust and goodwill of products and dividing up the market.

3. During the supplementary period (xx- Spring Festival), we will maintain the popularity of products in the off-season with various soft activities, prepare for the climax of re-sale in the coming year, and establish a complete product image.

Verb (abbreviation of verb) strategic suggestion

1, a series of newspaper advertisements. Design a series of ready-made newspaper advertisements. (The following propaganda titles are for reference only)

Main advertisement. Direct promotion of products, published all year round.

First, from the perspective of commodities

Real strength.

Because it is so delicious, it is often left out in the cold.

Xx beer for extra "time"?

B, cut in from the perspective of the World Cup

Football passion is xx beer. "

Xx beer is for brothers and friends.

Say goodbye to boring time, you have xx beer.

4. Pay attention to the effect of advertising songs. In Sichuan, radio stations have always had a considerable audience in cities, towns and rural areas, and the media prices are cheap. Therefore, a professional lyricist and songwriter is entrusted to design an advertising song that is easy for Cantonese people to listen to, remember and sing, and it will easily enter thousands of households after long-term play.

5. Promotional activities.

1) is mainly about activities and can do a set of programs (face the World Cup, pay attention to the World Cup, etc. ) cooperation with a TV station with the theme of "World Cup". Improve the popularity of xx beer and enhance the goodwill of xx beer among the masses.

2) Organize activities related to the World Cup in the busy streets of major cities, such as "People's Ball Match", "I also play the World Cup" and "I love football". In order to enhance the public's goodwill towards xx beer.

3) You can carry out activities such as buying boxes to send gifts and drawing prizes to enhance the popularity of xx beer.

Capital flow of intransitive verbs

1. Improve the treatment of excellent salesmen and increase funds for technological innovation.

2, increase the cost of activities, increase the number of activities.

3. Increase advertising investment, and vigorously promote xx beer through TV, newspapers, radio and other forms.

4. Make a budget for the activity and give an evaluation plan for this activity.

Seven. Planning purpose

Through various forms and activities, enhance the goodwill and popularity of xx beer among the masses. Improve the total sales volume and total sales volume of xx Beer Company in Sichuan Province, and effectively open the inland city market.

Eight, backup plan

If the activity cannot be carried out temporarily for other reasons, wait for the superior's notice.