Marketing planning scheme of beverage advertising

First, the marketing background analysis

A 1992 There were 479 cities in China. 1994, the urban population was 340 million, and the floating population was 70-80 million. There are 640 cities with 1995, 78 medium-sized cities/kloc-0, and 76 large cities and megacities.

B, Coca-Cola sold 388 million cases in 1999, Pepsi sold 109 million cases, and Coca-Cola sold 330 million cases in June and June of 2000. At the same time, two beverage manufacturers put forward ideas and measures to make young people in China develop the habit of drinking carbonated drinks. Our drinks will surpass their performance. (Other omissions)

Second, the target market and creative description

With the sustained and steady growth of the national economy, under the condition of a certain total social assets, the economic growth rate of enterprises beyond the country or region has greatly increased, and market wars are inevitable. How to make consumers buy a company's products and satisfy them is the way for the company's profit and long-term development. At the same time, it also determines that an enterprise cannot have a market share of 100% at this stage, and it also gives every enterprise an opportunity.

As far as the beverage market is concerned, it ranges from large multinational groups such as Coca Cola and Pepsi Cola to small brands such as Jianlibao and Coconut Wind. In the market war of 1997, according to our past experience and enterprise strength, it is easier to expand its market steadily, and it will also lead to more intense market competition. As a new beverage army, "beverage" will be hindered and squeezed out directly into the core of competition. Therefore, it is hoped that our drinks will be listed as special drinks for China tourism industry on 20 1 1, and the number of tourists will reach 4.2.

The idea of this project started with tourism. As a consumer group, tourists have abundant funds, extensive social activities, great mobility, strong ability to accept new things and strong curiosity. Once they gain the recognition and trust of this consumer group, it will drive a large number of consumer groups. It is planned to enter the tourist scenic spot market at the beginning of the year, and at the same time enter some urban markets in a small amount. At this stage, it is necessary to increase publicity and establish a brand as the top priority, avoid the real and make a false impression, and prepare for entering the urban market. In summer, we will launch a sales offensive in scenic spots and cities, targeting young consumers and facing the public after the brand is established. The ultimate goal is to equate "beverage" with fruit and establish a brand among tourists. On the other hand, we can attract a group of foreign tourists and lay a good foundation for opening up the international market in the future. On the other hand, it can open up the market among tourists, so that enterprises have enough time to enter the urban market. Tourists and urban markets complement each other, but we can relax and tighten.

Third, the marketing plan

1, product

A, the packaging conforms to the national regulations, the pattern is concise and bright, with red and white as the basic color, highlighting the brand, attracting consumers' desire to buy and having vitality. There is no need to add anti-counterfeiting marks mainly to prevent counterfeiting and attract consumers' attention.

B, the pricing proposal is the national unified retail price of 3 yuan. First, reduce the transaction time of money and goods; Second, it is easy to calculate and change; Third, increase vending machines at an appropriate time.

(Other omissions)

2. Promotion strategy (mainly advertising)

A. It is suggested that the advertising slogan should be "Beverage and vegetable juice blend with nature", and the national media should choose TV as the main media, and choose the time slot reasonably, which can be broadcast during the advertising time of Coca-Cola.

The media choose local newspapers, and TV is generally suitable for TV series on demand or children's programs.

B, unify the national point-of-sale brand signs, such as signs on awnings and umbrellas, and make exquisite key chains as gifts.

C, strengthen marketing planning, and strive to be listed as "China tourism industry 20 1 1" designated drinks.

D, large-scale activities

A, contact the local TV station in the scenic spot, and the tourism authorities will make the TV drama "Drinks Take You to China", and leave a 2-3 minute travel guide to introduce the accommodation and travel routes, highlighting safety. This scenic film should be made as soon as possible, on the one hand, it will promote the local tourism economy and facilitate the entry of drinks into the local market. On the other hand, avoid contact with local protectionism.

B, make each set of 60 or 40 "scenic spots of the motherland" commemorative cards, each with a scenic spot. Each card is generally only sold at local attractions. The production requirements are: choose one of the consumers with the most cards, which is easy to collect and has commemorative value, be hired as an honorary sales inspector of beverages, enjoy the same treatment as employees of enterprises, have a certain salary every month, and have one, two, three and several commemorative awards.

3. Sales channels

1) Taking the Yangtze River as the east-west line and the Beijing-Guangzhou section as the north-south line, Beijing, Chongqing, Nanjing and Guangzhou are selected as the four densely populated industrial and agricultural production bases in Chengdu-Chongqing, Beijing-Tianjin, Shanghai-Nanjing and Pearl River Delta.

A. The Beijing headquarters is responsible for the sales business in the three northeastern provinces, Beijing, Tianjin, Inner Mongolia and Hebei.

B Chongqing headquarters is responsible for regional sales in Yunnan, Guizhou, Hubei, Sichuan and Tibet.

C Guangzhou headquarters is responsible for regional sales in Guangdong, Hainan, Fujian, Hunan, Guangxi and Jiangxi.

D Nanjing headquarters is responsible for regional sales in Shanghai, Zhejiang, Jiangsu, Shandong and Anhui.

E.Xi 'an Enterprise Headquarters is responsible for regional sales in Shaanxi, Henan and Northwest provinces.

2) The five headquarters set up tourist attractions sales networks in their respective regions, and the famous tourist attractions (first-class) dealers directly wholesale to retailers for bidding with their reputation, service and popularity.

Choose cities with dense population, developed transportation and developed economy in their respective regions to establish first-class sales branches or first-class dealers, gradually establish the sales network of cities in their respective regions, and shrink or expand the network extension according to local sales conditions.

3) The five headquarters are responsible for regional business, and the company headquarters coordinates management, establishes an information system network, collects and feeds back information in time, formulates promotion and marketing promotion plans, organizes and implements the information determined by the company headquarters, formulates the distribution quantity, and improves the sales supervision system.

4, marketing steps (omitted)

5. Preventive measures

1) Strengthen advertising planning and product planning, especially corporate image planning.

2) Collect information timely and accurately, quickly sort out and analyze, and adjust the sales plan to nip in the bud.

3) For the activities carried out in 1997, the risk coefficient of force majeure factors should be fully estimated.

extreme

I. Background of the event

On April 7th, * * Coca-Cola and Hong Kong Disneyland officially announced their partnership in Guangzhou. Coca-Cola took advantage of the opening of Hong Kong Park in September 12 to cooperate with Hong Kong Disneyland to launch the promotion of "Drink more and act quickly" to visit Hong Kong Disneyland for free.

Second, the active object.

/kloc-Young people aged 0/5-25 are the most energetic and adventurous people. They are more easily attracted by the fantastic and exciting trip to Disney, so they are the main target group attracted by this activity.

Third, the form of activities.

In addition to the prize-winning form of this "Drink too much and act quickly" activity, you can also collect ten gold-covered rings or bottle caps in exchange for special gift cards designed by Coca-Cola Company with Disney as the background, and mail them to your parents for free in exchange for an opportunity to express filial piety and surprise your parents.

Every greeting card has a lottery number printed on it. After the "Parents' Day" (June 30th), the Coca-Cola Company will draw a lottery for the greeting cards, and the winning information will be published in newspapers/online, and consumers will exchange the greeting cards for prizes.

The operation form is based on Coca-Cola Company's own sales channels. Each box of products is distributed with () cards, and consumers gather ten pull rings or gold sleeves to the nearest card selling point. It is convenient for consumers to win prizes, and it is also convenient for Coca-Cola Company to operate and monitor this event.

Fourth, the breakthrough point analysis

The activities of beverage promotion are colorful and varied. It's just that there's no family background.

As the saying goes, maternal love is like water, and father loves mountains. The love of parents for their children is the greatest love in the world. Just as the Yangtze River and the Yellow River love Chinese descendants, so do the five mountains in Huangshan.

The fashionable and lively young generation, while creating their own world, is also deeply grateful to their parents for their kindness to us. However, in a relatively conservative family atmosphere, it is difficult to find a suitable way to express their filial piety. Although Mother's Day (May 8th) and Father's Day (June19th) are American festivals, they are increasingly accepted by people all over the world, especially in China. In order to make more target consumers pay attention to and participate in this promotion, we will take the action of expressing filial piety as a bridge between the younger generation and their parents as the starting point.

Coca-Cola Company's "Revealing Courtesy and Multiple Surprises" activity not only provides an appropriate form to express filial piety. You can also get multiple surprises such as visiting Disney, giving away drinks and drawing prizes, thus stimulating consumers' desire to buy.

Verb (abbreviation for verb) activity target

1. This promotion is to make the target group pay more attention to this "Drink more and act quickly" promotion and enjoy a free visit to Hong Kong Disneyland.

2. Promote instant sales and resale through attractive publicity at the point of sale and festival series promotion with filial piety as the theme.

3. Expand the influence of this promotion through the integrated communication of special channels and distribution channels.

Sixth, the place of communication.

It is a gathering place for target consumers, schools (high schools/universities) and Internet cafes.

Seven, communication strategy:

1. Heartwarming card design

Card printing, design and publicity copy are provided by Kailu Company. Kailu Company was made with Disney as the background and the theme of copywriting propaganda added.

2. Campus promotion

A. The school will inform you through posters, leaflets, etc. At the point of sale and in the aisles.

B, start the school student union, according to the different situation of each school, formulate publicity methods.

For example, the school broadcast, the school newspaper published soft reports or interviews related to the family, and slightly branded advertisements, informing activities can be exchanged for information of heart cards.

C, don't use newspapers, television, radio and other air media to inform.

D. Poster printing: the design and publicity copy is provided by Kailu Company, and based on the advertising poster provided by Coca-Cola Company, the copy and publicity theme are added and produced by Kailu Company.

3. Internet cafe promotion

Internet cafes adopt the form of advertising desktop and advertising screen protection. The design and publicity copy is provided by Kailu Company, and based on the advertising poster provided by Coca-Cola Company, the copy and publicity theme are added and produced by Kailu Company.

4. Promotion of large stores

Large supermarkets set up sales counters on Saturdays and Sundays, and inform them through posters, leaflets and other ground means.

Large stores use roadshows combined with on-site promotions to be held on holidays.

Eight, roadshow planning

1, the significance and purpose of the activity

A, increase the brand's exposure, increase consumers' attention in this activity of "uncovering multiple surprises", and increase the brand's understanding and preference;

B, on-site large-scale activities cooperate with promotion to increase sales, ensure the delivery rate of dealers, and improve the confidence of dealers in promoting brands;

C. In the peak season of the holiday beverage market, increase the "quantity" from the terminal, suppress the voices of other brands and occupy the position;

D, highlight the emotional appeal of Coca-Cola Company to family topics with large-scale roadshows, and pave the way for "unveiling courtesy and multiple surprises";

E, build momentum for the promotion activities of "Drink more and act quickly", play Hong Kong Disneyland for free and increase sales.

2. Theme of roadshow activities

1, longing for a dreamy and exciting Disneyland;

2. Emotional translation with family as the main line, highlighting the role of the heart card and arousing the desire to buy immediately;

3. Promotion theme:

"Uncovering Courtesy and Multiple Surprises"

4. Venue

1. The location is * * * by the dealer and the sales representative, and is arranged by the advertising department according to the activity plan approved by the sales department;

2, the city's main large supermarket square around or near the square (no more than ten minutes' walk), the performance venue 1000 square meters, three open spaces shall not occupy the main road of the city;

3. The dealer is responsible for the application for approval, and the venue fees such as venue fees and management fees are paid by the dealer;

5. Activity Form and Promotion Combination

1. Time: April to June, 2005. In the meantime, the publicity and promotion of ground activities should be done well in the early stage. At the same time, the temperature in Guangdong is calm and sunny, and a small amount of rain can be used for double arch prevention, so the activity effect is guaranteed;

2. According to the communication strategy, formulate activities and performance forms, material preparation, personnel composition, business training, etc.

3. The activities are arranged on Saturday or Sunday, with touring performances, exhibitions, on-site questions and answers, test drives, lottery activities and interactive games as the main activities;

4. Promotion content: According to the promotion content of "revealing courtesy and multiple surprises", it is suggested that dealers arrange more promotion content, such as adding small gifts;

Activity flow

1. Sales representatives and dealers should report the roadshow activity plan in their sales areas, including time, place, venue and promotion content;

2. Examination and approval by the business department;

3. According to the summary of each line, the advertising department arranges the plan in a unified way and informs the agent in writing;

4. Roadshow personnel and props are in place the day before the event and installed at night;

Content arrangement

10:00 The activity starts;

Content: Street dance, the host introduced the activity and called on everyone to participate actively. Sensational sketches, interactive game activities, sales, consulting, etc.

/kloc-lunch break at 0/2: 00

65438+ 4: 30 pm

Content: cultural performances, interactive game activities, sales, consulting, etc.

17: 00 exit

Interactive games:

1, fast drinking is faster than fast drinking.

Rules of the game: including paper cups, drinking drinks is faster than drinking.

2. cheers

Competition plan: The two men cover each other's eyes with drinks at a distance of 4 meters, whistle and take a step forward. After three times, they had a drink, and success was a toast to victory.

Step 3 have a threesome

Competition planning: two groups of three-person hexapod, take four cups, one on each side and one in the middle, and win first at the finish line.

4. Other small games

Names, rules, etc.

Activity monitoring

In order to make roadshow activities more suitable for customers' needs, sales representatives need to cooperate vigorously, and at the same time, in order to produce greater results, the following measures will be arranged to supervise the implementation of the activities:

1, arrange an advertising department staff to be present at each roadshow to monitor the implementation throughout;

2. Make an activity effect evaluation form, which will be confirmed by the agent, sales representative, advertising department and dealer to confirm the integrity of the activity;

3. Prepare at least 4 photos for each activity for future reference, reflecting the panorama, dance, test drive and driving performance of the activity respectively;

4. Provide a detailed report on the amount of gifts consumed in each activity;

5. Provide accurate group photos and sign-in forms for attendees;

Eight. Promotional activities (for reference)

1, activity theme: unveiling courtesy, multiple surprises.

2. Activity time: April 27th to June 30th, 20xx.

3. Activity area: Nine major cities in Guangdong Province (Shantou, Guangzhou, Shenzhen, Huizhou, Huacong, Dongguan, Foshan, Qingyuan and Haifeng)

4. Activities:

Uncover the surprise prize: unveil the gold cover and you will have the opportunity to visit Hong Kong Disneyland first.

Unveiling Experience Award: Unveiling the gold cover, you will get a free drink.

Filial Piety Award: Open the golden cover and continue to open it. As long as you collect ten labels or gold covers, you can send special greeting cards provided by Coca-Cola Company on Mother's Day and Father's Day.

Reveal the prize and win the prize: mom or dad will participate in the lucky draw according to the number on the heart card and have the chance to win the prize (the prize is to be determined)

Nine. Activity effect prediction

1. Quickly increase consumers' understanding of the promotion activities of "Drink more and act quickly" to play Hong Kong Disneyland for free, improve the influence of the activities, and directly promote the sales volume in Guangdong;

2. Improve the exposure of brand terminals. For the first time, the beverage industry adopts the marketing method based on family background, which increases consumers' preference for brands and helps to enhance brand image.

3. Strong sense of participation in the form and content of activities, realizing the interaction between brands and consumers, and improving the degree of attention;

Promotional activities have clear themes, long duration, great strength, novel activities and far-reaching influence.