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A case study on the promotion of mineral water listing in Datang Manor

catalogue

I. Introduction

Two, mineral water market evaluation, observation or analysis

Third, the marketing before listing must be one step or several steps ahead.

Fourth, the basic work of standardized management

Verb (abbreviation of verb) channel construction and establishment and management of logistics system

The recruitment and training of intransitive verb management or sales staff.

VI design and import

Eight, advertising, theme activities, public relations activities

I. Introduction

The mineral water project of "Datang Manor" in Beijing is in full swing. In order to make the mineral water of Datang Manor enter the market as soon as possible and enter the homes and mouths of consumers of a specific class, this proposal plan or a copy of the plan is specially made for the reference of the mineral water manufacturing company of Datang Manor for its early operation or preparation.

For a successful enterprise, the new brand of mineral water can be listed by borrowing the existing brand and network resources, or investing huge sums of money in the early stage to promote and educate the market. For Datang Manor, a brand-new mineral water variety, these advantages are not available, so it is necessary to grasp the market opportunity reasonably and use its limited resources to carry out scientific and effective product listing operation.

Two, mineral water market evaluation, observation or analysis

As the project has been analyzed by SWOT, the copy does not involve this content, and only the mineral water situation is basically understood and analyzed in combination with the preparation for listing: (omitted)

Third, the marketing before listing must be one step or several steps ahead.

According to the thinking of the leaders of "Datang Manor" mineral water manufacturing company, "Datang Manor" is positioned as a middle-and high-income consumer group, and it is necessary to create such a high-grade mineral water. Therefore, in the mineral water market at this stage, we initially think or suggest that we need to work or make preparations in the following aspects from the perspective of cultural marketing.

(A) the strategic environment

The first stage of marketing planning includes two steps: defining the mission of "Datang Manor" mineral water manufacturing company and determining the goal of "Datang Manor" mineral water manufacturing company. Corporate mission and corporate goals come from the strategic planning process. It is very necessary to identify the strategic environment of marketing plan to ensure that the specific marketing objectives and strategies are aimed at the overall objectives of the company, rather than the sub-optimal objectives of the marketing department.

1, company task

The purpose of the mission statement is to make the shareholders and employees of the company clearly understand the purpose and direction of the company. Mission statement is an important tool to coordinate different activities within the company. It provides a framework for employees of different departments to cooperate to realize the overall goals and concepts of the enterprise. It should be emphasized that the effectiveness of mission statement to the organization depends on the input of shareholders and employees of the company, especially the input of internal shareholders. Only when the mission is clearly conveyed and felt can the shareholders and employees of the company have such investment.

Although determining the company's mission occurs at the level of company planning, it is very necessary to consider the company's mission in the marketing plan, which will help the subsequent steps of the marketing plan to focus on achieving the company's overall goals. If the organization does not have a formal company planning system, then the marketing plan should also include the mission of developing the company. If an organization has a formal enterprise planning system and enterprise mission, it is necessary to evaluate the existing enterprise mission. Combined with the mission of "Datang Manor" mineral water manufacturing company, we think it can be designed from three angles: sociality, economy and enterprise.

2. Company objectives

Once the mission statement is clear, you need to express the company's goals. The goal of the company is to let the shareholders and employees of the company measure the success of the mission.

Key areas where company goals need to be set:

(1) Market position: sales and market share (by product and market segment), customer service level and service availability;

(2) Innovation: new products and services to achieve market goals;

(3) Productivity: the productivity of employees and funds.

(4) Material and financial resources: buildings, equipment, property and technical funds, raw materials and components;

(5) Profitability: asset replacement, innovation and expansion attract new funds and risk income;

(6) Performance and development of management;

(7) the performance and attitude of employees;

(8) public responsibility;

At this level, the emphasis is on the strategic objectives of the company, rather than the tactical objectives related to marketing or operation. In order to compete effectively in the market, it is necessary to set goals in the above areas. The company's goals must be achieved through hard work.

Goals can be qualitative, and the goals used by the company must be based on the exact goals to be achieved in a specific time period. Setting a mission statement and company goals provides a suitable opportunity for both. The company's goals should also be able to evaluate that the company's mission is being realized. Therefore, the mission and goal of the company are closely linked. The company's mission and goals come from the strategic planning process. Strategic planning is the responsibility of the top management, not the marketing department. Defining the company's mission and objectives is the basis for making a correct marketing plan. The basic purpose of marketing plan is to achieve these specific goals and provide an overall framework for the implementation of marketing strategy.

(2) The guiding ideology of mineral water marketing strategy of Datang Manor:

The formulation of marketing strategy is the most important part in the whole marketing planning process.

Combined with the situation of "Datang Manor" mineral water project, we believe that the following two aspects of marketing ideas or management guiding ideology need to be determined when formulating marketing strategies:

(1) To grasp the behavioral characteristics of segmented consumer groups, we must use differentiated marketing strategies to quickly attract the attention of specific target consumer groups with unique cultural concepts and innovative forms, and influence and develop more consumer groups through specific target consumer groups, at the same time, we can reduce customers' sensitivity to product prices and quickly cut into the market;

(2) Avoid the fierce competition in the low-end market, increase the operability of building alternative cultural brands in the high-end market, and at the same time gain higher profits for enterprises, build their own competitive advantages and lead the market in this field.

(3) Suggestions on mineral water marketing strategy of Datang Manor:

Because "Datang Manor" mineral water is a new grade mineral water, the product has just entered the market, and the market has not yet formed a cognition of the benefits generated by this product. At this time, it is necessary to carry out product awareness education and publicity work on this market. The market cultivation of this kind of product begins with rational education, especially the target consumer groups and consumers are gradually transitioning from rational knowledge to perceptual acceptance, so the positioning of "Datang Manor" at this time is aimed at the products specifically aimed at the target consumer groups and consumers. With the development of the market, the positioning of products will be gradually improved and changed, so it is necessary to carry out a lot of guiding publicity and education work in the early stage from the perspective of cultural marketing:

L, product positioning is the origin of establishing market performance:

The promotion methods of new products should adopt different promotion strategies and methods according to the products at different product stages. Because this product is in the product introduction stage, the obvious feature of this stage is that the product penetration rate is not high, and the market's understanding of this product is still in a very primary stage. From the perspective of enterprises, more work is still focused on the education market. Therefore, the promotion strategy at this time is to inform the functionality of the product as the primary task.

Product positioning and market positioning are not a show. Every step we take is related to the future fate of our products in the market. Only by positioning accurately can we carry out corresponding market education and promotion.

Why is positioning the origin of enterprise market performance? Because we will know who to talk to and what to say, so as not to bombard the market aimlessly.

In short, the positioning and conceptual design of the listing are the key factors for the success or failure of the product. Only by doing these jobs well can the product be listed successfully. Generally speaking, the key points of product conceptual design are as follows:

First, the main points of product concept positioning:

1, the positioning of product concept is determined by the unique essential interests of the product itself, and it cannot be produced out of thin air, but how to strengthen the main concepts of many concepts of the product is what we need to do.

2. The product concept must conform to the interests of most people in a specific class.

3, the product concept should be based on the market situation in the rational consumption and perceptual consumption of the crowd to choose.

Our current "Datang Manor" mineral water has been positioned at the level of cultural taste, so we should develop and refine the product concept in combination with the consumer groups at this level:

1. Brand concept: selling water, health and culture at the same time.

2. Brand foundation: it not only meets the basic physiological needs, but also provides value that other brands cannot provide; The above benefits can be met in a convenient and pleasant situation.

3. Conceptual support: Based on the natural geographical structure of mineral water producing areas, create a unique mineral water concept of Datang Manor.

The first level: the natural geographical structure, beyond the general mineral water, reaches the concept that the mineral content of strontium and metasilicate in mineral water reaches the standard across the board.

The second level: express and focus on the concept of modern scientific refining, realize the essence reproduction of mineral water, and deeply explain that "Datang Manor" mineral water is easy to melt into human body and enhance physical fitness.

The corresponding strategies can be:

1. strategic strategy: draw a clear line with pure water and general mineral water, do not fight price wars, and do not go downhill with it; The mineral quality structure and functional brand of "Datang Manor" mineral water highlight the value of double important or double prominent indicators and clarify the value-added benefits that consumers can obtain; Advocate a green and healthy lifestyle to the whole society, spread scientific and correct consumption concepts, thus establishing a healthy and high-grade brand image and shaping a corporate image that is sincerely responsible for society and benefits mankind.

2. Strategic steps: establish a brand and be the local boss in Beijing; Strengthen the brand and become a well-known brand of Beijing mineral water; Extend the brand, take double important indicators as the core, and become the leader of green health industry in China.

3. Strategic deployment: take Beijing as the base camp, take Beijing as the key market in the north, stabilize the position and go to the whole country.

4. Brand image positioning: health, vitality and noble taste.

5. Product functional positioning: How to find the coincidence point between product characteristics and consumer demand? It is an important paving work for the promotion and consumption orientation of mineral water before the listing of Datang Manor.

It is suggested to find the health care function of dual substances on human body from the perspective of medicine and health media, and to carry out popular science propaganda of healthy water. For example, it can be pointed out that strontium is generally easy to be lacking by modern people, but it plays a key role in human health. The elderly, mental workers, people who consume a lot of physical strength, children and students are short of strontium, so there are many topics that can be popularized. Similarly, it is possible and necessary to publicize the influence of metasilicic acid on human health. A series of popular science articles can be published around the above concepts. The topic is: What kind of water should we drink? Why is the price of mineral water with Shuangyou index high? Why does Beijing stipulate that primary and secondary school students are not allowed to drink pure water? Is it really healthy to drink pure water for a long time? How to distinguish the advantages and disadvantages of mineral water? Can you get kidney calculi by drinking mineral water for a long time? Is "mountain spring" mineral water? Why mineral water is more precious? What do healthy families tell us?

Things are scarce, and "Datang Manor" is the only natural mineral water with dual important minerals in China and the only high-quality mineral water with dual minerals in China. Therefore, it is absolutely necessary to establish and publicize a consumption orientation on this basis: that is, a bottle of "Datang Manor" water is equal to two bottles of general mineral water; Drinking a bottle of "Datang Manor" and adding two bottles of general mineral water is an important basis for the product positioning of "Datang Manor" and a foothold for realizing value monopoly and winning competition.

6. Positioning of consumer groups: White-collar workers and cultural people are the main consumption orientation, and other consumer groups are influenced and radiated from point to area.

Second: the selling point of the product market.

1, "Datang Manor" is different from similar mineral water products. It is necessary to refine and give a clear concept of "Datang Manor" and quickly inform the target consumers of the reasons for buying this product.

2. The selling point of products is a reason why products are bought by people in need.

3. The selling point of the product can be a benefit attached to the product.

4. The selling point of a product can be a phased product goal.

Combined with this, we may also define the concept of "Datang Manor" mineral water as "atypical mineral water" or "royal mineral water" at present.

(4) publicity work that can and must be carried out before listing:

1, determine the name with cultural taste:

Product names represent culture, so in naming, there must be a cultural charm from the beginning. In naming, we can create our own names or signatures. The signed announcement itself is a kind of propaganda, and the slogan of signature can be "one thousand yuan each"; The word "daughter" is a pun, and "daughter" is a synonym for daughter. The daughter of a good family will be born soon, which can arouse everyone's interest. At the same time, "daughter" means "thousand yuan". This kind of advertisement can be promoted in the place or main channel of specific consumers.

2. Preparation and publicity strategies before the product goes on the market:

(1) Take the diversified business development of chemical manufacturing enterprises and their entry into mineral water projects as news points for publicity, and choose Beijing Daily, Beijing Evening News, Beijing Modern Business Daily, Beijing Evening News, Boutique Shopping Guide and other newspapers in Beijing as well as China Chemical News, National Chemical Network, Economic Daily and other industry newspapers related to factories for publication.

(2) According to the dominant position of Puls Matt in the retail industry and its business philosophy, "always provide the best products for members/customers; Save money for members/customers forever ",promote Puls Matt to enter the mineral water market, produce Datang Manor, and select media such as China Business Times, Beijing Evening News, Beijing Modern Business Daily, Beijing Evening News and Boutique Shopping Guide to publish soft articles.

(3) From the perspective of providing re-employment opportunities, the manufacturers promoting Datang Manor choose Beijing Daily, Beijing Evening News, Beijing Modern Business Daily and Beijing Evening News.

(4) Promote "Datang Manor" from the perspective of recruitment, selectively participate in some large-scale job fairs that can attract social attention, and hang up the banner or signboard that "atypical mineral water only recruits laid-off workers as water delivery workers", resulting in a market sensation or communication effect. You can choose Beijing Talent Market News and Beijing Daily for publicity.

(5) From the perspective of choosing image spokespersons XXX and XXX for Datang Manor, we can do TV interviews and newspaper interviews, interview artists, and set off the mineral water of Datang Manor by expressing our willingness to be the spokesperson of Datang Manor, so that the mineral water of Datang Manor can enter the eyes and hearts of thousands of households, importers, advanced people or characteristic people.

(6) Posters or advertising posters:

Post or display in two stages:

Posters or advertising posters posted for the first time have only spokespersons, but no products. They can be posted on the subway advertising position and Puls Matt's Beijing store, with advertisements and "Guess what new role he and she will play". The prize is to watch a Peking Opera performance or get a box of mineral water from Datang Manor. Finally, this advertising campaign will be carried out before the subsequent TV interview.

The second poster is an advertising poster similar to "patch", in which the bottle of "Datang Manor" mineral water is "patch" on the first poster or advertising poster.

(7) Create a rare and precious atmosphere of drinking treasures:

A.Puls Matt's prize: Puls Matt members will get a box of mineral water from Datang manor to show their preciousness.

B. Promote the mineral water of Datang Manor from all angles by establishing the relationship between specific people and the mineral water of Datang Manor.

The specific groups initially selected are:

A. Actors: people who extend and radiate from Peking Opera actors to other singers and actors, carry forward or represent the quintessence of China culture, and at the same time have high political status as spokespersons of product images, reflecting the grade and cultural taste of products. Through their social activities, the products are brought to their active or influential social circles, and the actors and audience are the first to be affected.

B. Medical workers: For medical workers who have participated in the fight against SARS, in cooperation with the health department, a gift ceremony of "atypical mineral water given by medical workers who fought against SARS" was held, supplemented by soft-text publicity, and Beijing Daily, Beijing Evening News, Beijing Modern Business Daily, Beijing Evening News, Boutique Shopping Guide 263 and Sina were selected for release. In addition, supplemented by the report of "the birth of atypical mineral water", the language is misplaced to report and publicize. Consumers think it is to prevent SARS, but it is actually a skill application of language. The meaning of "atypical" mineral water is different from other mineral waters, but it implies the ambiguity of preventing SARS pneumonia, and there is no word for preventing SARS, but it is a word that people can easily pay attention to and quickly become known to the public. The concept of atypical mineral water, by properly adding mineral water with double excellent indexes, has the effect of "Banlangen" to enhance resistance, and extends to form mineral water against SARS, which can be quickly accepted by consumers.

C, cooperate with the blood station in the center of Beijing, give the mineral water of "Datang Manor" to the blood clan, guide the consciousness that drinking the water can promote physical recovery and suggest that the water is beneficial to health, supplemented by soft-text publicity, and select Beijing Daily, Beijing Evening News, Beijing Modern Business Daily, Beijing Evening News, Boutique Shopping Guide, 263 and Sina for publishing.

D aviation drinks on the plane: "Datang Manor" mineral water on Beihang or China Southern Airlines flights.

E, the exchange or training activities of Peking Opera actors and ticket lovers all adopt "Datang Manor" mineral water, and consciously show it in TV reports.

Fourth, the basic work of standardized management

Behind a successful enterprise, there must be a set of standardized and innovative enterprise management system in the standardized implementation.

Successful enterprises have the same characteristics in the implementation of enterprise management system, that is, the establishment or innovation of standardized management system (the establishment process of new enterprise management system is actually an innovation process) and the implementation effect of standardized management system is more successful than other enterprises, and in the process of continuous and stable innovation and optimization, the implementation quality of standardized management system is circularly improved, and the operating efficiency of scientific and efficient enterprise management system is maintained and improved; As a mineral water manufacturing enterprise corresponding to successful people, it is necessary to position the enterprise on the basis of successful development from the beginning. If the enterprise management and development are unsuccessful, its products will certainly not achieve successful sales performance.

Establishment of organizational structure, management system and process;

1. The organizational design, departmental function design and job description design of the manufacturer of Datang Manor, especially the organizational design, departmental function design and job description design of the sales department;

2. Design or layout of sales channels: layout of water delivery points;

3. Design of the company's comprehensive management system;

4. The management system design of the sales department;

The first category: user-oriented or customer-oriented management systems;

The second category: the management system of enterprises to employees;

The third category: the establishment and management methods of cooperation with water delivery points, the workflow and standardized design of customer service;

Verb (abbreviation of verb) channel construction and establishment and management of logistics system

Channel construction planning indicators and management, the construction and management of its own logistics system.

1. The general distributor of bottled water has confirmed that it is necessary to negotiate a general distribution agreement with * * * *; At the same time, we should also handle the work of channel segmentation.

It is necessary to divide channels into online sales, direct supply, wholesale, hotels, supermarkets and group purchases, properly handle the optimal layout of general distributors and channel members, and handle the relationship between local interests and overall interests.

2.* * * Design the distribution of dealers, * * * Master, control and improve the standardized management and service quality of dealers; * * * Formulate dealer agreements and management assessment methods;

3. As a rule, the retail sales of bottled mineral water in supermarkets are estimated to be no more than 20% of the total sales of bottled water, and most of them are concentrated in places convenient for customers to buy temporarily, such as tourist attractions and places with large consumer flow, such as trains, luxury buses, planes, waiting cars for ships, airports, trains and planes;

4. Places where people gather relatively more, such as group buying units, hotels, restaurants, near aristocratic schools, Peking Opera Theatre, luxury cinemas, etc. , are occasions where bottled water sales are relatively large. Therefore, the development of dealers should focus on the social relationship between dealers and these institutions, and the development of dealers should be considered comprehensively. In the development of dealers, it is not the factor that restricts punishment, but whether he has the ability to develop bottled water to the above-mentioned related regions and occasions.

5. The same is true for the general distributor. If the produced water can't reach a certain sales target, even if it is punished, the interests of the manufacturer will be guaranteed or compensated, but the mineral water does not enter the consumer but accumulates in the dealer's warehouse, which is not the result we need. Therefore, we can't help but ask the choice of dealers. I asked the question of development.

6. In the relationship between the general distributor of bottled water and its distributors or the secondary wholesalers and retailers, it is also necessary to consider the handling of possible contradictions between the distributors of bottled water, retailers and bottled water, distinguish the coordination between bottled water and bottled water, and consider the differences between them at the same time, provided that it does not bring inconvenience to consumers.

7. Some important stores, such as Beijing Opera Theatre and luxury cinemas, can also consider buying out sales. According to the contract, products of competitors or potential competitors are not allowed to enter the stores.

8. Train the personnel of general distributors, distributors, retailers or terminal sales points to buy water, and more importantly, buy culture, which is more in the process of buying. Therefore, it is necessary to carry out unified cultural training, and those who fail in cultural training cannot obtain qualifications such as general distribution, distribution and retail.

6. Recruitment and training of management or sales personnel of Datang Manor.

1, recruitment:

Choosing the right media to publish job advertisements and considering the factors of "Datang Manor" entering the community, to achieve an effect, it is to combine job advertisements as a propaganda work of "Datang Manor".

2. Training work:

The new factory of "Datang Manor" has just been established, and it needs to sell "Datang Manor" to customers in a short time. The quality of personnel will be a constraint, so it is very important to recruit and choose the right person. Therefore, it is necessary to combine the design of department functions and positions, and recruit suitable personnel to engage in the corresponding positions, especially the water delivery workers who directly contact or deal with customers. Sending water once is an opportunity to show the brand and satisfy the customer's psychology. That's why we need to send water workers. The content of pre-job training will be more comprehensive, and the cultural accomplishment of employees should be deepened.

The aspect of training will be all employees, and the content of training should be corporate culture training and service standards, because the mineral water we produce is cultural water and authoritative water for people with certain cultural tastes. Our own employees should always reflect the cultural taste, and from the beginning, we should carry out training on corporate culture and service standards so that all employees can agree with our culture. Only in this way can work efficiency and quality be guaranteed.

VI design and import

The design and introduction of VI are essential for the listing and operation of mineral water products in Datang Manor. Can be carried out step by step according to the needs and progress, but the following key projects should be standardized from the beginning, first.

It mainly includes the logo, the design color of the outer packaging of bottled water and the plastic bag outside the barrel, the packaging of bottled water, the clothing of logistics tools (bicycles or special cars) and personnel, the unified logo of hot and cold water dispensers, the layout of supermarket counters and so on.

The detailed elements and contents of VI design are omitted here.

Nine, advertising, theme activities, public relations activities

Combining advertising activities, theme activities, public relations activities and soft-text publicity activities, the following are several aspects that need to be combined with the media audience's reflection, publicity opportunities and business opportunities:

1, determine the main slogan: the initial consideration is:

A, the water that the emperor drinks comes every day, "How does the water of the Yellow River move to heaven";

B, a bottle of "Datang Manor" water, double the supplementary effect;

C. "Drink a bottle of' Datang Manor' to increase the' Shuangyou' health index;

2. Media positioning: Beijing Youth Daily, Global Times, Beijing Modern Business Daily and other newspapers that Beijing citizens can easily read widely.

3. Advertising campaign:

(1) regional advertising campaign

It is best to give priority to regional advertisements with newspapers, because the arrival rate of newspapers is very good, especially local evening newspapers.

(2) Outdoor advertising is also very important. Light boxes, banners and airplane models can often attract the attention of pedestrians and stimulate the consumption desire of potential consumers, provided that the advertising carrier is beautifully made and meets the taste of mineral water in Datang Manor.

(3) Newspaper advertising copy: omitted here, it needs to be compiled immediately in combination with opportunities and business opportunities.

(4) Commercial exhibition

If you want to show the spiritual connotation of mineral water, you must have a business show to show your good business image in public. Business show is not a naked advertisement, it requires that "Datang Manor" mineral water should skillfully use local business events to enhance its image, that is, event marketing.

The objects that can be used are decent actors, medical workers, teachers and heroic deeds.

Of course, business show is a planning activity, including spreading the content of the activity through the media and getting more consumers' participation, with the aim of serving sales.

The carrier selected by Shang Yan must be consistent with the cultural connotation and spirit of mineral water, so as to gain the recognition of consumers and promote sales.

2. Thematic activities:

Plan the theme activities according to the opportunity to achieve the publicity effect;

(1) The purpose of the theme activity is to shape the brand image, expand the popularity and improve the reputation.

(2) Creative principles of theme activities: innovation, two-way communication, grasping the pulse of the times, creating or triggering social hotspots, and guiding consumer fashion.

3, public relations image display activities:

(1) sponsored by Beijing TV Forum;

(2) Sponsoring water for large-scale convention and exhibition in Beijing;

(3) Meetings sponsored by video conferences will increase the chances of being photographed.