Beverage product marketing plan

Beverage product marketing plan (1)

1. Planning purpose: Launch Pepsi and strive to become a mid-to-high-end low-calorie healthy beverage product brand, and increase the popularity of Pepsi beverages.

2. Marketing environment analysis:

1. Consumer analysis

As Pepsi-Cola enters China, it begins to change the share of beverage brands in China. Today, Pepsi-Cola and Coca-Cola have become the leaders in China's beverage industry.

Pepsi’s advertising slogan “Capture the younger generation” directly points to the most potential market positioning, which is evident from its series of advertisements in the all-star camp. Young people love sports and pursue fashion. The products they often drink are Pepsi and Coca-Cola, Season 5, juice, and iced tea. They like to buy trendy drinks. The information obtained through statistical analysis of the questionnaire shows that the younger generation of consumers are more fond of Pepsi-Cola (accounting for 34%), and there are also many Coca-Cola consumers (accounting for 20%). The situation is a bit forced. There are other drink loyalists.

Some consumers think that Coca-Cola tastes better. However, due to the celebrity effect, many people born in the 1980s and 1990s prefer Pepsi’s packaging and its advertisements seem to be more fashionable, so it is more popular among young people. In addition, Pepsi is more popular than Pepsi. Keke is slightly cheaper, which is more in line with China's national conditions.

From the perspective of consumer purchasing psychology, the main psychology of consumers buying drinks is:

Buying taste: When consumers buy drinks, they naturally want to buy ones that suit their own tastes. Hope that needs will be met. Therefore, taste is the first priority that beverage manufacturers take into account in production.

Buying fame: Among products of the same grade, whichever brand is more popular will be purchased. This is especially true for group consumption in public places. What consumers buy is mainly psychological satisfaction, which is related to the psychological satisfaction. Pride.

Purchasing plot: Beverages are the main consumer goods at gatherings. When consuming, pay attention to the mood and atmosphere.

Purchasing functions: Beverages have various functions. Coke and tea can clear the stomach and intestines. Fruit juice is rich in vitamin C. Distilled water is more considerate to the human body, absorbing a large amount of water and helping the body's internal circulation. .

2. Competitor analysis

1 Coca-Cola background:

"Coca-Cola" is a world-famous brand with a history of more than 100 years. In terms of its existence time alone, we can conclude that "Coca-Cola" is a very successful brand. When we carefully review the growth process of "Coca-Cola", we will find that this is also a textbook on brand management.

PepsiCo entered China to build factories in 1982. Together with a bottling plant just completed in Shenzhen, there are more than 30 joint ventures and cooperative enterprises, with a total investment of nearly 500 million US dollars. Its "Pepsi", "7-Up", "Mirinda" and "Mountain Dew" brands, including "Asia", "Arctic Ocean", "Tianfu" and "Gatorade" series, and "Dole" series of beverages have become A well-known brand in China.

Market share of Coca-Cola and Pepsi:

The soft drink industry is commanded by two giants. Coca-Cola ranks first with a market share of 42%; PepsiCo launches a strong challenge to Coca-Cola with a market share of approximately 32%. Coca-Cola and PepsiCo are the main combatants in the "soft drink wars." They engage in an ongoing fierce battle for retail shelves, using a steady stream of new products, deep price discounts, large sales force sales force, and huge advertising and promotion budgets.

2 is a domestic brand represented by Fifth Season Coke and Very Coke. Its marketing characteristics are: better brand effect and more personnel for promotion; it has formed the advantage of focusing on a certain region and mapping it outwards, and has established a wide range of marketing channels. Its production management is advanced and it can become a regional brand. It is a strong brand and has the strength to expand nationwide.

3. Products produced by small enterprises in cities have no brand effect, attract customers at lower market prices, have backward production management, and mainly target the rural market.

The cola product market has formed a market leader with Pepsi-Cola and Coca-Cola as the leading brands, while the other three mainstream brands in the market, including Pepsi, have formed a "three chasing one" situation. Some small businesses have a large number but small influence, but they will survive for a long time.

3. Product analysis

1. Pepsi-Cola understands the important position that young consumers occupy in the cola market, so it adopts the "star" strategy to win the high loyalty of young consumers to the Pepsi brand. In order to further develop the young consumer market, Pepsi continues to develop and launch products to meet various consumer needs. Drinks with other tastes have entered the market to continuously increase their market share.

2. Product strategy: It is believed that only products that consumers like will have a market. Increase the personalization of the Pepsi brand and Pepsi's unique, innovative and positive brand personality. What companies provide consumers is not just the product itself, but an overall sense of satisfaction. The quality of the product is an important indicator of the product, and the high price hinders people's desire to purchase.

3. Product Problems and Opportunities

Problems: (1) The Chinese market is highly competitive, with many well-known beverage brands and fixed consumer groups.

(2) Consumers have also formed certain consumption habits.

(3) Competitors are equally powerful. We should work hard on advertising and the taste of drinks.

Opportunity points: (1) Opportunities from the market. (2) Opportunities from consumers. (3) Opportunities from the enterprise itself.

IV. Strategic Plan

1. Strengthen the management of sales personnel internally and cultivate high-quality sales personnel. Pepsi-Cola uses a large number of direct sales methods to directly face the terminal retail market, so it requires a large number of sales personnel to promote its products. In today's Chinese market, whoever controls the channel terminals controls the consumers; whoever controls the consumers owns the market. Therefore, if we have a group of high-quality sales personnel, the promotion of Pepsi-Cola will play a big role.

2. With the promotion of the Internet, online marketing becomes very necessary. First of all, put online advertisements. As the temperature rises from March to April every year, and with the arrival of the peak period of beverage consumption, you can focus on placing advertisements on the Internet. Secondly, music competition is one of PepsiCo's most exciting strategies. It includes Pepsi Music theme activities, superstars, new stars, music cards, music pop charts, bidding venues, etc. As well as event competition, it’s one of the best opportunities for yourself to create a brand’s attention. Pepsi launched online voting by netizens to select the best TV commercials for Pepsi-Cola and so on.

3. Carry out promotional activities on campus, especially university campuses. Since Pepsi-Cola mainly faces the younger generation, college students are a huge consumer group. Carrying out a series of promotional activities on campus can provide Pepsi-Cola with visibility, thereby achieving the purpose of increasing its consumption level.

4. Target low-priced products and use low prices to attract more consumers. Competition in the carbonated beverage market is fierce at present. A standard box (equivalent to 30 bottles of 200 ml) of Pepsi-Cola only earns US$1 in profit. Due to the adoption of unified standards, there is little potential to save costs in packaging and other production processes. The main profit is Rely on "quantity".

5. Promotion steps

1. Divide the front-line sales staff into WAT (Wholesale Assistant) and DSD (Direct Seller), among which DSD is the main force and is engaged in the market of direct sales work. The work content of WAT and DSD mainly includes customer visits, line management, bottle and box management, refrigerator management, shelf decoration, POP posting, sales and purchase status registration, understanding of competition, etc.

For salesmen, a team management method similar to that of an insurance sales team is adopted. The rewards for business personnel are directly linked to sales performance. Under the premise of the specified base, cash rewards will be given for excess completion and certain welfare rewards will be provided. At the same time, regular training is arranged for sales personnel to improve their sales level and focus on the overall improvement of the quality of sales personnel.

2. In terms of online marketing, we have increased our investment in music sites such as MTV and com; we have also been involved in sports websites.

3. In terms of campus activities, we must first select them in a targeted manner. At the same time, they cannot be used as the main method of marketing on a large scale. Instead, we can unite college students to carry out some sports, talent and public welfare activities. Celebrities can be invited to the event to enhance everyone's enthusiasm for the event, thereby better achieving the purpose of campus event marketing.

4． Pepsi-Cola products are the first soft drinks consumers see in the pedestrian aisles of retail stores, because this will help attract consumers' attention in the first place and help stimulate consumers' impulse purchases. At this time, the price will directly affect whether consumers buy the product. Positioning Pepsi-Cola at a low price will help increase consumer spending. However, prices cannot be lowered excessively, otherwise, it will lead to Pepsi-Cola's massive losses. Therefore, for pricing, a market survey must be conducted first, and a reasonable price must be determined based on the results of the market survey and the relevant expenses with reference to the cost budget.

VI. Promotion situation and budget

Promotional activities:

1 Invite well-known celebrities to promote Pepsi, combine their own characteristics with the characteristics of Pepsi drinks, and start the campaign visibility. And can introduce sponsors for Pepsi's publicity work.

Promotion purpose: increase Pepsi’s popularity and remind the audience. It is also combined with Pepsi’s promotional slogan to advertise Pepsi.

Promotion slogan: Combined with this year’s theme slogan of “Capturing the Young Generation”, this is the theme slogan of this sponsorship event.

Promotion content: Use screen advertisements, concerts or other forms of promotion, combined with Pepsi’s background and Pepsi’s cultural heritage, to widely advertise Pepsi’s various information and core features.

Promotion budget: about 2.5 million

2 In conjunction with the National Day on October 1, a large-scale beauty contest will be held wearing Pepsi's specific costumes to compete in various rounds of competitions. Select the best bodybuilding lady in the eyes of the audience. Gold, silver and bronze Diet Coke bottles and certificates were awarded to the first, second and third place ladies in aerobics.

Promotional purpose: to increase the publicity of Pepsi-Cola’s low sugar content and convey the secret of keeping a slim figure while drinking Coke. Increase the audience's psychological satisfaction.

Promotion content: Printing of Pepsi game posters, special editions, tickets, postcards, first-day covers and other promotional materials and souvenirs.

Promotion budget: about 500,000

3 Guangzhou Shenya event prize-winning Q&A. Mainly ask the contestants some basic knowledge about the Asian Games. Based on the number of questions the contestants answered, they decided to give a small gift of Pepsi Cola. Such as Pepsi, Pepsi notebook, Pepsi sports wristband, Pepsi sportswear, Pepsi sports backpack.

Online promotion activities

Banner advertising promotion: Size: 460*80

You can directly click on the following website to enter the Pepsi-Cola web page, which is mainly long-term `Pepsi-Cola image promotion, encourage consumers to enter Pepsi-Cola's homepage, and remind consumers to purchase.

The content will change according to changes in activities, be delivered on a long-term basis, and change websites in a timely manner.

Pop-up advertising promotion: Size: 125*125

The delivery time is also based on the activity period of the promotion.

Pepsi-Cola’s webpage: divided into company introduction, product introduction (including product feedback), sales activities, and product games. The webpage contains specific information about Coke, detailed information on each of the latest promotions, and some mini-games combined with the activities.

Delivery time: long-term delivery.

Media strategy

1. Target media acceptance habits

White-collar female consumers: pay more attention to information-based, commercial and economic media, such as newspapers, Magazines, Internet.

Young consumers. Pay more attention to leisurely, entertaining and fashionable media.

2. Media mix strategy

This advertisement is promoted in Guangdong. Therefore, when choosing media, we should pay attention to the combination of mass media and mobile media. Specifically divided into:? Television and the Internet are used as the main offensive media to increase publicity.

Outdoor advertising and car body advertising serve as long-term advertising.

3. Media selection strategy and media budget

Media selection sequence: TV, Internet, newspapers, magazines, light boxes, car bodies, etc.

TV media: Guangzhou TV, Guangdong TV

Advantage analysis: Released by Guangzhou TV and Guangdong TV. Guangzhou TV and Guangdong TV have high ratings, and their columns are suitable for consumers' tastes and are more targeted to audiences in Guangdong. Covering the entire region and radiating across the country.

Promotion information related to Diet Coke will be broadcast during prime time on Guangzhou TV Station, and 15-second Diet Coke advertisements will be broadcast on Guangdong TV Station and Southern TV Station. Each channel plays 8 times a day. On August 20, Stefanie Sun's concert was broadcast on Guangzhou TV for about 2 hours.

Media advantages: Sohu is China's leading new media, e-commerce, communications and mobile value-added services company, and a strong Internet brand in the Chinese-speaking world. The most valuable users; large number of users, wide coverage, and more target groups:

NetEase has 133,000,000 registered users and average daily visits of more than 315,000,000.

Extremely strong real purchasing power: Among NetEase’s registered users, 94.32% are full-time staff, 51.5% of them live in economically developed commercial cities such as Beijing, Shanghai, and Guangdong. According to statistics in the city, 80.01% of registered NetEase users have college or above education.

Unique gender advantages: The ratio of male users to female users on NetEase is 13:7, which is more coordinated than ordinary websites. There are more ladies on the site.

Strong desire to consume: 85% of registered users are between the ages of 18 and 35. They have a strong desire to try and are the backbone of consumption.

Magazine Media:

Media Advantages: "Style", formerly known as "Hong Kong Style", was founded in 1985 and has a history of 18 years, with a maximum circulation of 800,000 copies. It is a book that quickly captures fashion trends, enriches women's life values, and pursues exquisite intellectual dreams. It is mainly aimed at women over 25 years old, well-educated, with high economic income and good social status, and also radiates to surrounding groups in this field.

"Meimei" mainly targets the female group and has certain pertinence. Released in Guangdong region.

Use a full-page print advertisement in "Fengqing" magazine and a half-page print advertisement in "Meimei" magazine, mainly to promote promotional activities.

Newspaper media:

Media advantages: Guangzhou Daily is the newspaper with the largest circulation and the best sales in Guangzhou, with 600 copies per day. It has rich content and the widest audience. Mainly for the Guangzhou area.

Outdoor media:

Media advantages: Outdoor media has a large flow of people and vehicles, strong visual impact, and can deliver information to the audience in real time. The two buses No. 178 and 180 were chosen mainly because their routes are relatively far. The two buses travel north-south and east-west on the Guangzhou route, which can capture more audience groups.

The street signs and light boxes in each target market are mainly used to promote promotional activities and will be changed according to the promotion time of the event. After the promotion period, street signs were placed along Tianhe North Road, light boxes were placed on Jiefang Road, and the bodies of cars No. 178 and 180 were used for promotion. They mainly promoted the brand image.

Beverage Product Marketing Plan (2)

Modern people are worried that eating big fish and meat will cause high cholesterol and bring about high blood pressure, stroke and other diseases. Therefore, it is harmful to natural health, convenience and ease of use. There is an urgent need for food, and fresh canned fruit juice is one of them. However, most of the juices on the market currently have a concentration of only 10%---30%. There are not many types of 100% pure juices, so it is worth getting involved. market.

1. Market competition situation

1. Market leader: Yimeibaoji Pure Juice

2. Market challenger: Yiyi Fruit Juice

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3. Market follower: Bomi Fruit Garden

4. Market filler: Our company’s product - Xianba Pure Fruit Juice

2. Target market< /p>

Office workers who eat out: Most office workers eat lunch outside or bring their own packed lunches, or order packed lunches for a group, or eat out in restaurants. It is inconvenient to eat fruit. Canned fruit juice is a healthy and convenient choice for them. .

The second phase will be expanded to primary and secondary school students, and eventually will be extended to all health-conscious families.

3. Market segmentation

1. Gender: Female (most)

Male (lesser minority)

2. Income: Monthly income of more than $12,000.

3. Consumption habits: Like high-quality, low-price, convenient and easy-to-obtain items.

4. Lifestyle: Pay attention to health, beauty, and beauty.

5. Region: Highly urbanized areas - Taipei City, Taichung City, Kaohsiung City.

IV. Product Positioning

1. Product: "Pure Fruit Juice" is fruit juice, but the name denies "juice" because "juice" feels better than "juice" "Precious, condensed, and carefully refined.

2. Brand: FreshBa... Take FreshBa, which means fresh bar. Although it is homophonic with "38", it is also homophonic with the Latin dance "Samba" (Samha), which can deepen consumers' impression. , and has a tropical atmosphere, which meets the requirements of the "Fresh Bar" with fresh fruit juice from the tropics.

3. Packaging: 150CC aluminum foil pack, the amount of food after meals is limited, 150CC is just right, you can drink it all in one go, and the aluminum foil pack is light in weight and easy to carry.

5. Product strategy

SWOT

Advantages

Disadvantages

Opportunities< /p>

Threats

Enterprise

Analysis

VI. Pricing strategy

1. Purpose:

Strive for market share to reach 30% within one year.

2. Other brands:

(1) Yimei Xiaobaoji: 125CC, aluminum foil package NT$10.

(2) Uni-President Fruit Juice, 250CC, easy-open can NT$20.

(3) Bomi Fruit Garden: 250CC, aluminum foil package NT$16.

3. Pricing:

The goal is to win the market share of Yimei Xiaobaoji, and the price is determined to be 10 coins, 150CC, aluminum foil packaging.

7. Channel strategy

Supermarkets

Convenience stores, affordable centers

Fast food restaurants

Department stores Food court in the company

Western pastry bakery

8. Promotion strategy

(1) Factory announcement:

1. Radio: ICRT, China Broadcasting Network, Youth Network, Music Network.

2. TV: Channel 3 from 6pm to 9pm.

3. Newspapers: China Times, Business Times, United Daily News, Economic Daily, Minsheng Daily.

4. Magazines: Yiyi, Weiwei, Dai, Fengshang, Tianxia, ??Excellence.

5. Inside and outside the carriage.

6. Posters, DMs

7. Balloons: made into fruit shapes

(2) Promotion:

1. Drink tasting .

2. Lottery: Cut corners on the box, or buy a box with lottery tickets.

3. Gifts: Cut the corner of the box and you will get a gift.

4. Giveaways in conjunction with TV programs: Strong Attack, Good Luck, Victory in Every Battle, Happy Fax, and Fifty Calls.

5. Sponsor public welfare activities.

(3) Publicity and reporting:

All promotional activities can be written as press releases and provided to the news media for reporting.