Please help answer two essay questions about "advertising planning"

Master Kong Advertising Plan

Foreword:

As the pace of people’s lives continues to accelerate, people’s dietary life has also been deeply marked by the times. Because instant noodles provide everyone with great convenience, they have become an indispensable part of food in many people's lives. When talking about instant noodles, many people will immediately think of the Taiwanese brand Master Kong. Master Kong instant noodles are almost a household name in China. "Master Kong" created a cute animated character and built the "Master Kong" food kingdom in the Chinese market as a food expert who pays attention to health and deliciousness. College students are an important consumer group of instant noodles. Through comprehensive investigation and analysis of the product market, we developed a complete set of marketing strategy plans with the main purpose of increasing the market share of Master Kong instant noodles in Zhongyuan Institute of Technology.

1. Market Analysis

Sales Environment Analysis

College students are an important consumer group of instant noodles. As far as our school is concerned, the school implements closed management from Monday to Friday. The scope of students' activities is basically on campus. The conditions of our canteen are simple and the meal time is concentrated. When students are tired of the food in the canteen that never changes in taste and the trouble of crowding the canteen to grab a meal, they will naturally choose instant noodles that are affordable and convenient.

2. Self-analysis and sales comparison

Master Kong instant noodles are of excellent quality, with rich soup and a wide range of bowl noodles and bagged noodles. More importantly, it has a The name of "Master Kong". Wei Yingjiao, chairman of Ting Hsin International Group, once said: "Many people think that the owner of 'Master Kong' is named Kang, but that is not the case. 'Kang' means that we want to provide consumers with healthy and nutritious food. 'Master' is a popular name among the Chinese The name has an affinity for the impression of friendliness, responsibility, and professional achievement. Using the brand 'Master Kong' reflects our sense of responsibility."

Master Kong is the largest instant noodle brand in China, according to our company in the south of Zhongyuan Institute of Technology. According to the school’s market survey questionnaire, many people’s first choice when buying instant noodles is Master Kong. The reasons for purchasing are, firstly, because of the brand effect, and secondly, because of the delicious taste. The recent national market survey outside the campus shows the following data:

Champion: Master Kong’s comprehensive market share remains above 34%. Runner-up: Unification.

Third place: Hualong. Fourth place: Nissin. Fifth place: Nongxin. Sixth place: Fumanduo. Seventh place: Huafeng. Eighth place: Jin Mailang.

Ninth place: Very strong.

Tenth place: Doll.

Although brands such as "Tongyi", "Jinmailang", "Baixiang" and "Haojindao" are also leading the way in the campus market due to their taste and price differences, "Master Kong" "China's largest instant noodle brand still occupies half of the instant noodle market.

3. Consumer analysis

Students are generally inseparable from instant noodles, and under what circumstances do students generally choose instant noodles?

According to our investigation:

Lazy. Many students are busy studying and are too lazy to eat. Or when they see too many people eating in the cafeteria after class late, they will choose to eat instant noodles.

Poor. Students themselves are a consumer group and can save money by eating instant noodles.

People who use computers all day long. A large proportion of students like to play games or learn computer software. These people are unwilling to leave the computer and often choose fast food like instant noodles.

It looks like a single shadow. People who don’t like to eat in the canteen alone will choose instant noodles.

People who really like instant noodles.

Since these people will choose instant noodles more, how can we capture the attention of these people and make them buy more instant noodles when buying instant noodles?

4. Competitor analysis

According to the survey of other brands, we know that the reason why students choose Baixiang instant noodles is because it is the cheapest, and the reason why students choose Haojindao and Fumanduo is because of the price of these two noodles. Positioned in the mid- to low-end range, compared to those who choose the above instant noodles because of their cheap prices, the prices are basically set at the mid- to high-end range. The competition among brands such as Jinmailang and Master Kong is quite fierce. Master Kong attracts The characteristics of the student group are that the dough is smooth, delicious, has a big brand, good-looking packaging, and affordable prices.

Moreover, Master Kong conducted a comprehensive market survey and analysis when launching various flavors of instant noodles. After the survey, it was found that the Chinese people’s favorite noodle flavor is beef, the second and third are pork ribs and chicken, and the fourth is seafood. taste. After determining the beef flavor, after continuous improvement and having tens of thousands of people try it, we finally produced a product suitable for public tastes. Therefore, Master Kong’s braised beef noodles are invincible compared with all brands. Looking at Uni-President and Jinmailang, their noodles and materials are also very unique, and their sales are closely behind ours. So, what is our greatest feature? And how can we use these enhanced features to promote Master Kong’s sales?

2. Advertising Strategy

Based on our many discussions, we finally decided to highlight the following points: Master Kong’s high brand credibility, friendly brand image and “delicious food”. Since this is an old and well-known brand, our advertising strategy does not need to focus on larger brand promotions. Our advertising strategy focuses on deepening the intimacy brought to us by the cute animated character Master Kong and adding it to the brand. The humanistic care factor makes students feel warm when they see and hear the brand, which can strengthen its brand effect. To emphasize its deliciousness, we can make FLASH advertisements on the Internet that highlight the deliciousness of Master Kong instant noodles. The target market for our promotion is the Southern District of Zhongyuan Institute of Technology. We must choose the most appropriate advertising strategy based on the characteristics of this environment and use as little advertising expenses as possible.

Let’s give a more detailed explanation below.

1. Advertising methods

First of all, the media we choose is radio. During get out of class time (especially during meals), we can hear the broadcast no matter where we are on campus. We choose to launch a small column on the campus radio during meal time to introduce healthy eating knowledge. For example, Master Kong reminds us that we should eat more fruits in the hot summer, eating tomatoes has beautifying effects, etc., to increase its good image of health. .

Then we can seize the characteristic that college students’ online life takes up a lot of their spare time and create a click-to-webpage pop-up FLASH on the campus network. This FLASH mainly highlights the delicious food of Master Kong (attached below is this advertising script). In addition, we can publish a Master Kong website and FLASH design contest sponsored by Master Kong on our campus website. In fact, this contest is a good promotional tool, because students who are interested in the contest will naturally want to learn more about the Master Kong brand. Instead of tasting more instant noodles, the prize of our competition can be set as the first prize to get a summer job at Master Kong Company, the second prize is to be a campus sales representative of Master Kong, and the excellence award is a box of Master Kong instant noodles and a certificate.

Furthermore, we have several more clever strategies:

A. According to our survey: 70% of people who buy instant noodles are impulse buys and do not plan what brand to buy before going to the supermarket. We can put up small POP signs with Master Kong's friendly and lovely "Master Kong" image as the picture in the places where Master Kong's instant noodles are displayed in several supermarkets in the school. It is easy to see, easy to get and easy to buy.

B． outdoor. We have a free bicycle inflation point on the road between the North District and the new campus. There is an electric bicycle inflatable device under a large parasol with the Master Kong logo on it.

C. promotion. There are no electric fans in the dormitories in the South District of Zhonggong University. In view of the quietly approaching summer, from the perspective of humanistic care, if you buy five bags of Master Kong instant noodles, you will receive a beautiful paper fan with Master Kong's words printed on it. Promotions.

D. Set up temporary sales points. Since lazy people love to eat instant noodles, let’s make lazy people more comfortable. In view of the characteristics of the consumer group of lazy people, we will make Master Kong instant noodles more convenient. We can set up a small sales point in each dormitory building (this sales point can be a web page or the location of the students who won the FLASH competition dormitory or a work-study opportunity provided by Master Kong for students) a toll-free phone number and a sales website are opened. When students want to eat instant noodles, a phone call or a message comes in, and noodles and water will be delivered to their doorsteps. This further expanded the sales of Master Kong's instant noodles.

In addition, we can also use some cost-free and unconventional methods to deepen Master Kong’s brand.

Our sales position in Mainland China is unshakable. It can be said that it has a kingly demeanor. We can advertise on games because people who play games account for a large group of instant noodles eaters. For example, on the private server of an existing Zhongyuan Institute of Technology online game, we can use the identity of the strong player in the game to match the identity of Master Kong. Waiting to strengthen the impression of Master Kong’s kingly demeanor. Just like a very popular online game on the Internet - Ragnarok. The teleport station in it is called Stefanie Sun. Every time the player wants to go from one city to another city, the player will just say Stefanie Sun instead of the teleport station. In this way, it is easy to gain a deep understanding of the image of a person or a product for these people who are surfing the Internet. For Master Kong, we can also do the same advertising in the game. For example, the naming of some top-quality equipment is related to the words Master Kong. Or provide students with some learning software on the campus network in the name of Master Kong. Of course, if these methods are to be adopted, they can only be done voluntarily by the members of our group to ensure no cost.

Through such advertising, we actually added a lot of humanistic flavor to the Master Kong brand. We used the friendly, warm and lovely impression of Master Kong’s own image to win over the students bit by bit. Expand deeply. Consumers will have a reason to choose Master Kong first.

2． Advertising Positioning

A. Appeal points: big brand and good taste.

B． Slogan: Care for you anytime, anywhere - Master Kong instant noodles

3. Advertising performance: (FLASH script) (POP brand)

3. General advertising planning

1. Advertising Goal: Expand sales by improving brand image. It is hoped that the summer sales volume of the southern district of Zhongyuan Institute of Technology will reach 3,000 boxes (if a box of instant noodles manufacturer’s net profit is approximately 8 yuan, then 8*3000=24,000 yuan).

2． Advertising time:

A. The advertising time for POP advertising, radio and Internet is 6.1-6.31

B. Outdoor advertising at temporary sales points is from June to July.

C. Promotion time is every Friday afternoon between 6.1-6.31.

3. Advertising budget: POP advertising 100 yuan

Broadcast 100 yuan

Internet (including prizes) 200 yuan

Promotional gifts: 200

Temporary Sales point 150/month*2=300

Outdoor: 100 yuan

Total cost: 1,000 (the estimated price fluctuation is between 1,000 and 1,200) Attached:

FLASH advertising script

Advertising 1:

(Scene: Street)

A girl is angry with a boy and ignores him . (Both men and women's clothing seems to indicate that they have stepped out of society and have achieved some success in their work)

In order to coax the woman back to happiness, the man conjured up beautiful flowers, cute dolls, and beautiful clothes one by one. All ignored.

Finally, the man thought for a while

(Screen font: This is fine.)

The man transformed into an animated character of Master Kong

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The woman looked at it for a while and couldn't help but laugh

The two held hands and made peace

(Screen font: Master Kong, we are the same Memories of Youth)

Note: Because this is a story-telling advertisement, the camera generally adopts a frontal shot, and the time difference of each shot does not need to be large. The soundtrack uses Shuimu Nianhua’s campus song: I Will Have You in My Life. .

The theme of this advertisement is about the important memories of Master Kong instant noodles campus life. When we were young, poor and busy, Master Kong accompanied us through it. Looking back many years later, the poor memories at the time are the best memories.

Advertisement 2:

Scene: On the stage

The stage curtain is raised, and Master Kong’s animated character appears on the screen with a cute smile and an empty bowl in hand. superior.

(Screen font: Master Kong is going to do a magic trick!)

Many spectators in the audience blinked and looked at him eagerly.

Master Kong stirred his chopsticks in the empty bowl, and a bowl of hot and fragrant Master Kong's braised beef noodles appeared.

(Audience below: Wow!)

Stir it again and it will be a bowl of mushroom-stewed chicken-flavored noodles

(The audience in the audience swallowed their saliva)

After stirring again, many pictures of noodles with other flavors that also looked delicious were changed in succession (at this time, the camera has been focused on the bowl in Master Kong’s hand, and the shots are close-ups one by one, the focus is The noodles that highlight each flavor are extremely tempting)

Then the scene shows everyone in the audience holding a bowl of Master Kong instant noodles and eating happily, Master Kong happily watching everyone eat. Gotta enjoy it.

(Screen text: Lots of surprises, lots of satisfaction!)

Explanation: The shots are basically on-stage and off-stage interchangeable.

Voice: When the stage curtain was raised, there was warm applause. Later, when the words "Master Kong is going to do magic!" came up, it was simulated by Master Kong's cheerful and lively voice singing: "La La La La La la la..."

When the audience below said "Wow", there was only one voice, and the highlight was "Wow!" They shouted with surprise and joy.

The first time the scene was stirred again, it was like magic to use stillness to accentuate the sound of swallowing saliva

For the rest of the shot, a piece of music was chosen to suit the performance.

Finally, "A lot of surprises, a lot of satisfaction!" A voice simulating Master Kong said on behalf of Master Kong Company.

(The first advertisement highlights the good impression of Master Kong’s image on human factors, and the second advertisement highlights the delicious food of Master Kong.)

Attachment 2:

< p>Master Kong Instant Noodles Market Survey Questionnaire

Do you often eat instant noodles? A Yes B No C Occasionally

What is your preferred brand of instant noodles? A Master Kong B Tongyi C Baixiang D Haojindao E Jinmailang F Fumanduo G Hualong

What is the reason why you choose this instant noodles? A Price B Taste C Brand D Serving size E Packaging

What do you think of Master Kong’s outer packaging? A Dislike B Like C Average

Do you think the price of Master Kong’s instant noodles is reasonable? A Reasonable B Unreasonable C Acceptable

What is the price of instant noodles that you think is acceptable? A1 yuan or less B1-2 yuan C2-3 yuan D3-5 yuan

What do you think of the size of Master Kong’s instant noodles? A more B less C medium

Where did you learn about Master Kong? ATV BMagazine CFriends DPromotion EInternet FOthers

Which flavor of Master Kong’s instant noodles do you like best? Braised beef noodles, spicy beef noodles, shrimp and fish noodles, mushroom stewed chicken noodles, tomato braised noodles, eight-treasure meat sauce noodles, pepper beef noodles, spicy eight-treasure noodles, spicy beef noodles, spicy pork ribs noodles , Spicy Beef Noodles, Hot and Sour Beef Noodles

Survey results and analysis

Through a survey of instant noodles among 120 students from the South District of Zhongyuan Institute of Technology, we have the following results:

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1. Do you often eat instant noodles? Yes 33 people No 51 people Occasionally 36 people Renfumanduo 1 person

3. Reasons for choosing this instant noodles Brand 37 people Taste 59 people Price 27 people

4. Outer packaging 88 people like it 10 people don’t like it 10 people don’t like it Average 22 people

5. The price is reasonable, 50 people is unreasonable, 32 people are acceptable, 38 people are acceptable

6. The acceptable price is less than 1 yuan, 3 people, 1-2 yuan, 115 people, 2-3 yuan, 2 People

7. More people, 1 medium person, 113 people, 4 people less

8. Understanding the way TV: 120 people, 63 friends, 20 others

9. Favorite taste: braised beef noodles for 72 people, braised chicken noodles with mushrooms for 23 people, shrimp and fish noodles for 15 people