Liquor marketing plan

Whether it is a holiday or a gathering of friends, many people like to drink for fun, which is a very good opportunity for wine companies. Enterprises can promote the brand of wine through cooperation with Shanghai planning company, which can arouse consumers' interest and increase the purchasing power of wine. But if you want to enhance the brand value, then it is a very good way to integrate culture into drinks. Then let's learn how to write a wine marketing plan.

(l) Combine the image of historical and cultural celebrities with the corporate brand image, explore relevant cultural connotations, folk customs and historical background, and communicate with consumers through culture. For example, Sichuan "Wen Jun" wine, by endowing the wine with the elegant demeanor and eternal love story of Sichuan talented woman Zhuo Wenjun, makes the marketing power of Wenjun wine rise significantly.

(2) Fully tap the wine articles in the long history and the historical stories and legends of Chinese Wushu, and strive to arouse people's good habits of advocating culture, science, justice, health and serving the country and the people with blood. Shandong "Jingyangchun" wine, with the help of the well-known historical story of "Wusong Beating Tiger", has given it a healthy and upward cultural atmosphere that is not afraid of violence, which has stimulated the drinking demand of many men. The touching story of Kweichow Moutai winning glory for our country at the Eighth Sanma World Expo, the beautiful talk in the Long March of the Red Army and the wonderful stories of various important diplomatic occasions in New China have given Kweichow Moutai a new culture.

(3) Let wine become attached to "emotion" and "righteousness" in China traditional culture, and realize the emotional marketing of cultural wine. In the traditional culture of China, brothers should drink when they become sworn friends, and relatives and friends should drink when they get together. Therefore, wine is a symbol or incarnation of friendship, and properly venting a noble family friendship can make the brand take off. For example, the market positioning of Shandong "Xilinmen" wine is a kind of "festive wine". The original idea is that you will see "Happy Gate" wine in various festive occasions, such as opening ceremony, gathering of friends, being the number one scholar, wedding candles, etc. The appeal of Guizhou's "green wine" is also "drink a glass of green wine and make a friend", which finally makes it an inevitable choice for friends to get together.

(4) While developing high-tech products, tap local traditional brewing technologies and combine them to form a unique brewing process. For hundreds of years, Kweichow Moutai has always adhered to its unique brewing technology and advanced production technology, and its quality has further consolidated its status as a national wine.

(5) Product packaging should not only reflect the local ancient customs, but also reflect the profound culture of historical celebrities, and reach the elegant realm through the atmosphere.

(6) Do a good job in product diversification and serialization development, so that the product series can support rich history and culture. For example, in recent years, Sichuan Wuliangye Winery has continuously launched a series of products, vigorously played the cultural brand, and also received good marketing results. "Five grains are drunk"-made of five grains; "Wuliangchun"-performance, "Five Lakes Liquid"-Liuyang River celebrated all over the world-folk songs and wine.

(7) Design a brand-new sales network and sales strategy, launch an advertising promotion combination that conforms to the rules of brand operation, launch a brand and open the market. In short, the shaping of cultural wine needs both momentum and momentum. The excavation and refinement of culture is a dynamic process, and the establishment and promotion of cultural elements is a dynamic process.

Now the competition in the wine industry is also fierce. If you don't have your own characteristics and culture, you will soon be defeated by your opponent. Therefore, if enterprises want to make their drinks more distinctive and liked by more consumers, they need not only to improve their brewing technology, but also to incorporate some cultural characteristics in order to be welcomed by more people.