5 brand advertising planning schemes

# Planning # Introduction In order to ensure a smooth and successful work, it is often necessary to make a plan in advance. The plan is a written plan, which is the detailed rules and steps of specific actions. The following is the brand advertising planning scheme, welcome to read!

1. Brand advertising planning scheme

1. Theme of the event

Gift giving for the Dragon Boat Festival Shopping Carnival

2. Time of the event

2xx, x, x, x, x, x

3. Contents of the event

1. On the Dragon Boat Festival, the top x customers with membership cards shopped at the supermarket for x at a time.

2. During the dice-throwing and egg-winning activities

When the supermarket is full of shopping in 38 yuan at one time, you can throw dice once, and get the same number of eggs according to the points cast.

prepare a large dice with a diameter of 8×8 (white scarlet letter)

prepare egg tickets, and the types of egg tickets are 1, 2, 3, 4, 5 and 6 respectively.

Timetable:

The time required by the department in charge of the project

There should be no less than 3 kinds of stores with special prices in the fresh and rented areas, and at least 2 kinds of products with shocking prices should be queued every day before X months

Other special products should be purchased and distributed:

1. The purchasing and distribution department heads should communicate with each store to contact the special products that are suitable for each store and powerful

2. The special prices of each store should be no less than X. Every day, at least X kinds of products with shocking prices are queued up before X month

3. Gifts are used by stores before X month

4. Photographing operation department is on X month

5. DM single-page production operation department is on X month

6. Printing and photo production operation department is on X month

7. DM single-page distribution stores are on X month < P > 7. DM advertisement:

X supermarket Xx

X supermarket Xx

X supermarket Xx

Expense * * Meter: XX

2. Ink-jet photo:

X supermarket XX photo version X expense XX yuan

X supermarket XX ink-jet X expense XX yuan

X supermarket XX photo x expense X yuan

expense.

in-store: during dm single-page publicity, pile-up and poster publicity activities.

2. Brand advertising planning scheme

I. Analysis of the current situation of the industry

The entry threshold of the electrician industry is low and the profit is high. Driven by the profit, many brand companies have joined in, and a large number of foreign-funded enterprises have also rushed to the China electrician industry with capital, technology and brands, while some enterprises without strength have also rushed in and blindly intervened, making the competition in the electrician industry extremely fierce. In addition, all brand manufacturers are adjusting their product structure and fully infiltrating into high, medium and low-grade markets, which further increases the competitive pressure in the electrical product market.

(1) Brand competition has become a trend

Many manufacturers blindly intervene, and in order to seek profits, they do not hesitate to use inferior materials to reduce production costs, so as to sell at a very low price, which makes the product quality uneven and consumers confused, which makes brand competition a trend. In order to win in the fierce market competition, electrical enterprises must shape their own brands and establish a unique brand image.

(2) The profit space is getting smaller, and the integration of resources is moving towards

The intensification of competition makes the market space narrower and narrower, and the profit space is greatly reduced. Compared with previous years, the profits of existing products have decreased by 1% ~ 18%. In addition, some powerful manufacturers (especially those with good market foundation, long operation time and standardized operation) gradually integrate the resource advantages of the electrical industry, and the product structure extends to the direction of intelligent and integrated support, and switches, sockets and wires are integrated together to promote the marketing efforts of manufacturers.

second, competitive analysis

① there is no strong brand in China, and no enterprise has relatively core brand competitiveness. Even the top three electrician brands are hard to reach the level of being replaced by no one.

② The marketing strategies used by manufacturers and their brands for market operation, dealers, engineers and end users are outdated and single, and most of them make a fuss about the price, and few of them have a breakthrough marketing strategy to cut into the market.

③ Domestic manufacturers and product types have not formed their own unique categories and characteristic advantages, and most of them are repeated imitations. Especially for the types and levels of consumers in the electrical market, the market growth in various regions is fluctuating, which affects the recognition of manufacturers and brands by dealers and users.

④ There are various product function orientations, although they have some merits, but they all ignore the basic function of electrical products, while the safety performance of electrical products ranks first.

Third, brand planning and positioning

(1) The brand name

"××" is easy to understand and has brand affinity, and can convey an entrepreneurial spirit with "××" as its mission, giving people confidence and trust.

(II) Brand packaging design

After investigation and psychological analysis of consumers, the yellow tone of brand visual power is basically adopted in brand packaging design and vision, and the gradient colors of yellow and red are used to form absolute visual impact, so as to achieve the purpose of catching people's eyes.

(III) Brand Core Competitiveness

Technological innovation and catching up with international standards are our core competitiveness.

(4) brand positioning

lock in the high-end image, directly compete with many manufacturers for the market, and establish the strong image of our international brand; At the same time, it also launched middle and low-grade products to grab large market share.

at present, our company has basically formed a team of technical experts representing responsibility and innovation, providing consumers with high-quality products and bringing a comfortable and convenient fashion life. The concept of "advocating fashionable new life" links life with high technology, and strives to expand and enrich the connotation of "××" brand, making it more friendly and humanized.

(5) Price positioning

The price of middle and high-end products of other brands is equivalent (5% ~ 1% lower than that of the top three domestic brands; 1% ~ 2% higher than ordinary brands); The price of middle and low-grade products is equivalent to that of general brands, which is very competitive.

iv. brand marketing strategy

in view of the fierce competition in the electrician market, through the research on the marketing strategies of competitors, our company has adopted xx marketing strategy to gradually expand the brand influence and improve its popularity and reputation.

V. Brand promotion strategy

Consumption characteristics of target consumers: The recognition rate of general consumers is very low, which mainly determines whether they buy or not. In the terminal market, the promotion staff can recommend products to them and experience feelings can make them temporarily decide which brand to choose.

in terms of advertising, efforts are made to build the brand image of our company's products through hard advertising and thematic public relations activities. The specific advertising plan is as follows:

1. Adopt the market operation mode of market differentiation and integrate brand promotion through cooperation with regional general agents.

2. Advertising should focus on a unified brand style, and advertising creativity conforms to the brand image, with a sense of integrity and unity.

3. All advertising activities must adhere to the unified strategic principles.

4. banners and flags: hung outside large building materials cities and local main traffic arteries to expand the coverage of corporate publicity and rapidly expand and consolidate the brand's image power at a relatively low cost.

3. Brand advertising planning scheme

1. Activity background:

At present, catering has entered the off-season, and the return rate of customers who come to the hotel to eat is very low, and the rate of individual customers in the lobby is very low.

Second, the purpose of the activity:

1. Expand the popularity and influence of the hotel, stimulate consumption and increase the hotel turnover;

2. Stimulate individual customers;

3. publicize the thank-you banquet to lay the foundation for the thank-you banquet in July and August.

III. Activity goal:

The hotel turnover reaches 6, yuan/month

IV. Activity time: June 1st-June 3th

V. Activity materials:

(1) Children's Day (June 1st-June 8th): Make two packages: 78 yuan for four people; 6-person package is 18 yuan.

(2), college entrance examination period (June 5-June 8): economic nutrition package: three-person package in 68 yuan; Package for 5 people, 98 yuan.

(3), whole month activities (June 1-3):

A gets 5 coupons for eating 1 yuan, and 5 yuan coupons for spending over 1 yuan; Coupons can be used for consumption. The consumption time is within one month, and each table is limited to 2 yuan.

B beer will be delivered when you enter the store (according to the number of customers per table, 1 bottle per person, for use in class only, without packing).

there are three tables in c banquet, and each table will be given a bottle of the same kind of wine if it consumes any kind of wine in the Golden Seed Series. (one bottle per table)

D If you consume two bottles of gold seed series authentic edition, 2 bottles will be given away.

(4) For the Teacher Xie Banquet, four series of packages can be launched (considering the students' bearing potential, the recommended price should not be too high)

299 yuan/table, 399 yuan/table, 499 yuan/table, 599 yuan/table

(5), promotion and publicity programs for activities:

A, x.

B, in-store projection plays circularly.

C leaflets (2, copies):

D and banners (4 pieces) will be distributed at the gates of residential areas and supermarkets.

4. Brand advertising planning scheme

Commodity sales are divided into off-season and hotel products are no exception. For different enterprises, the time allocation in off-season is naturally different. After the popularity of the Lunar New Year, the overall sales volume of our hotel has declined, which is also the contradiction between off-season and off-season that always exists in the hotel business. In fact, it is only relatively speaking that the overall sales volume of the market has declined.

1. Purpose of the activity

1. Expand the tourist market through cooperation with travel agencies, tourist attractions and taxi companies.

2. Directly or indirectly promote the potential customers inside or outside the hotel, stimulate secondary consumption, strive for more repeat customers, urge customers to eventually become old customers and VIP guests of the hotel, and finally increase the sales of the hotel.

II. Activity time

2xx from April 1st to August 1st

III. Departments involved

Sales Department, Catering Department, Front Office Department and Housekeeping Department

IV. Activity theme

Warm spring carnival season, welcoming with courtesy.

V. Activity plan

(1) Promote in various ways to make the off-season not dull

Method 1: Contact the local travel agency in advance to attract customers for our hotel in the form of commission.

The specific operation is as follows: the person in charge of the travel agency who brought in team customers for our hotel will pay 5 yuan money as commission for each room, and settle in cash on the same day.

mode 2: make alliances with various tourist attractions for mutual benefit.

the specific operation is as follows: after reaching an agreement with various tourist attractions through consultation, all guests who hold our hotel vouchers can use them as cash when they stay in our hotel for consumption. (Vouchers are valid during the activity, and are invalid after expiration. Vouchers are not discountable and are used to offset the consumption of hotel rooms and restaurants. ) or you can enjoy tickets and consumption discounts when you spend money at various alliance tourist attractions with our hotel vouchers (depending on the agreement of each attraction).

mode 3: contact the taxi company to provide long-term cash rebate for taxi drivers who are sent to our hotel.

The specific operation is as follows: Give the driver a discount card with his license plate number. If a guest enjoys a discount with this card when registering, he can get a cash commission for the owner 1 yuan, and settle the account at the end of the month or cash it immediately.

(2) Give preferential treatment to customers and expand the reward scheme

Offer 1: Any individual traveler from other places who stays for 8 times in a row at the current retail price in the current month will be given a free ordinary ticket or standard, or a social individual who stays for 3 nights in a row will be given 2 bottles of mineral water.

discount 2: when you book a deluxe room or a landscape room in June and July of 2xx two months in advance, and confirm and pay the corresponding deposit in time, you can enjoy a crazy discount of 6% off the retail price. (The specific operation method is to be determined)

Offer 3: Cooperate with the bank, and any guest with a designated bank credit card will be given a voucher of the hotel when spending money at the hotel.

offer 4: use one day a week to get a few rooms for special price. (Use the POP card in front of the store for publicity)

VI. Advertising

1. Make vouchers and discount cards printed with the hotel profile and geographical location, and pay the consumption instructions to highlight the unique corporate culture.

2. Advertise road signs in nearby tourist attractions and railway stations, aiming at business and government officials who are in transit or visiting.

3. During the activity, the preferential policies will be scrolled on the electronic screen all day.

4. Spray painting or POP publicity in front of the hotel.

VII. Advertising budget

The allocation of advertising budget is as follows:

1. The production cost of vouchers is controlled as follows:

2. The production cost of discount cards is controlled as follows:

3. The advertising cost of scenic spots is controlled as follows:

4. The production cost of inkjet printing in front of the store is controlled as follows:

Total:

.

5. Brand advertising planning scheme

1. Foreword

During the exploration and development of food culture for thousands of years, the hardworking people in China have gradually formed four major cuisines with different styles, such as Guangdong, Shandong, Hunan and Sichuan, and foods with local characteristics. Beijing roast duck, a famous food in Beijing, is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck King Roast Duck is a new type of roast duck developed by modern roast duck chefs following the traditional roast duck technology. The surface color of the roast duck is golden and shiny, the outside is crisp and fragrant, and the inside is tender. It has a special delicious taste and is the best of the roast duck.

The development trend of Xuanhua catering industry today can be summarized as follows: the development is very rapid, the scale is constantly expanding, and the market is constantly prospering. However, prosperity at the same time means intensified competition. There are always restaurants that fall down and new ones stand up, but there are always a few that gain a foothold in the big waves and keep growing. As the representative of Beijing new roast duck in Xuanhua catering industry, "Duck King Roast Duck" should become a famous signboard.

second, market/enterprise analysis