Advertising words of yinlu peanut milk

Advertising words of yinlu peanut milk

Advertisement 1: Look, look, white inside is red!

Advertising word 2: Be yourself!

Advertising message three: a mouthful of incense, a mouthful of music.

Industry background

From the development trend of the whole beverage industry, due to the natural characteristics of vegetable protein drinks? Natural green, nutritious and healthy? The category characteristics of vegetable protein drinks are in line with the development trend and trend of the beverage market. Plant protein beverage is likely to become the hot spot of the next round of beverage consumption and the mainstream product in the beverage market. The market of plant protein beverage has huge development space and good development prospects, and several major brands of plant protein beverage have also increased to varying degrees in recent years. More importantly, unlike the strong category markets such as functional drinks and carbonated drinks, the competition in the existing vegetable protein drinks market is relatively flat and the degree of competition is low. Compared with Yinlu, the leading brand in this relatively weak category market does not have obvious advantages. They exposed weaknesses and defects and made the market exist? Subversion? 、? Change? Opportunities and possibilities. Yinlu has the ability and strength to launch this change, and it also has the opportunity to surpass its competitors in the vegetable protein beverage market, become the leading brand in this category market, and take the top-growing express train to achieve brand breakthrough. Plant protein beverage has become the breakthrough of Yinlu beverage industry.

research analysis

As far as the beverage market is concerned, Yinlu is still in a niche and follower position. What is the biggest opportunity for Yinlu to achieve rapid growth in the beverage market? Vegetable protein drink? Make a breakthrough in category. But as far as the vegetable protein beverage category market is concerned, there is only one egret? Challenger? In order to achieve the breakthrough of Yinlu beverage with the help of plant protein beverage, it is only possible to subvert the existing market structure of plant protein beverage and become the leader of new plant protein beverage. Vegetable protein drink? The biggest beneficiary in the wave, realize the historic breakthrough of Yinlu beverage brand.

The strategic goal of Yinlu beverage marketing is divided into two levels by the project team: from the challenger of plant protein beverage to the leader of plant protein beverage market; With help? Vegetable protein drink? Category advantages, from followers of the beverage market, niche to challengers of the beverage market. The key to the success of this strategy lies in: subversion should run through the whole? Vegetable protein drink? Subvert and shuffle the category market, control the mental resources of consumers, and realize the occupation of the vegetable protein beverage category market by Yinlu; Promote, promote and lead the arrival of the era of plant protein drinks, and realize brand growth by using the growth of potential categories.

Breakthrough strategy

channel

Since Yinlu beverage has been sold in the market for more than ten years, many dealers are from the original? Large circulation? With the continuation of the model, the marketing concept, management and talents of some dealers can't keep up with the pace of Yinlu, which hinders the implementation of Yinlu beverage strategy. What is the distribution channel for the silver heron? If you are rich, you will be safe. Not motivated? In view of these problems, we suggest that we must take advantage of the favorable opportunity of Yinlu's new product listing and investment promotion, with the help of the launch of strong products, the emergence of strong spokespersons, strong media and strong partners, implement the channel activation strategy, reorganize and integrate the channels, realize the comprehensive promotion of Yinlu's beverage channel management, reposition the distributors, redefine the relationship between enterprises and distributors, and realize the transformation from? Yiyou? Arrive? Mentor? From where? Promotion? Arrive? Promote (urge each other) sales? , from passive? Give it a push Take the initiative? Escape? Let the channel relationship become the core competitive advantage of Yinlu beverage.

price

In view of the problems and hidden dangers existing in Yinlu beverage price system, the adjustment of Yinlu beverage price system is combined with the transformation of channel mode and the adjustment of channel function: in the market that retains the original terminal intensive cultivation mode, the profit of dealers is controlled at a relatively reasonable level according to the marketing functions and corresponding costs undertaken by dealers; In the market where Yinlu beverage channel reform has been implemented, we should improve the market expansion and service functions of dealers, adjust or even improve their gross profit space on the basis of fully considering the increase of dealers' operating costs, so as to rationalize dealers' profits and realize a virtuous circle of channels.

product

Drink like a silver heron? The leader of new plant protein? Has the overall strategic goal of Yinlu been set? Product focus (plant proteins), variety concentration (PET packaging), multi-variety, multi-channel and full coverage? The general principle is: take vegetable protein beverage as the breakthrough, take vegetable protein beverage series products as the main core products, and take modified PET vegetable protein beverage as the main core varieties to develop and supplement vegetable protein beverage varieties suitable for different channel packaging to meet the needs of different markets, different channel terminals and different consumer groups (PET meets the demand of ready-to-drink consumer market; Three-piece cans meet the needs of the gift and catering market; Tetra pak meets the market demand for breakfast and complementary food; 1.5L family clothes meet the needs of family consumption, and 500ml catering clothes meet the needs of catering channels). Once you make a move, you can't leave any flaws for your opponent.

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