Customer name: Zanhuang Approximate Jujube Industry Co., Ltd.
Brand name: Zanhuang approximate jujube
Name of advertising company: Dolphin Bay Advertising Co., Ltd.
Planner: Zhai Jiangru
Planned time: 2009- 10-30
catalogue
Parts 1 Market Analysis ................................................................................................. 3
1. 1 background information 3
1.2 target consumer analysis
Basic information of 1.2. 1
1.2.2 attitude
1.2.3 Action ... Action
1.3 competitive situation analysis
1.4 product analysis
Product features of1.4.1... Product features of ...1... 65438
1.4.2 comparison of product disadvantages
1.5 sales analysis
1.5. 1 regional analysis .......................................................................................................... 10
1.5.2 Sales of competitors ........................................ 10
Part II Enterprise Objectives ............................................... 10
Part III Enterprise Market Strategy 10.
3. 1 Marketing Target ......................................... 1 1
3.2 product positioning ....................................................... 1 1
3.3 packaging strategy ............................................................... 1 1
3.4 Retail Point Strategy ............................................................. 1 1
The fourth part is advertising strategy 12.
4. 1 advertising target .................................................. 12
4.2 Advertising Positioning
4.3 Advertising performance strategy and advertising slogan ............................................................ 12
4.4 Advertising creative strategy ...........................................................................................................................................................................
Part 5 Budget Allocation 12
order
In order to strengthen and enlarge Zanhuang's jujube industry, Zanhuang County plans to reach 700,000 mu of jujube base by 20 10, with jujube output reaching1120,000 kg and annual processing capacity reaching 56 million kg. Two powerful leading enterprises were built, and 5-6 fist products with strong market competitiveness were developed. The total output value of jujube industry reached 540 million yuan. Make Zanhuang County a national and even world-famous "Golden Silk Jujube Capital".
Parts 1 market analysis
1. 1 background information
Jujube is not a necessity for people, it belongs to the category of fruit market. At present, the jujube market is not very active, because people have not realized the special role of jujube in health. Consumers just buy it when they think of it, but don't buy it when they can't remember it, let alone buy it as a healthy green food or a gift, so the jujube market has great prospects.
1.2 target consumer analysis
This paper mainly evaluates all relevant information of all consumers (existing and potential) related to similar jujube.
Basic information of 1.2. 1
Zanhuang golden silk jujube can be eaten by men, women and children and belongs to green and healthy food. This time, advertisers push the golden jujube to be divided into four series: elderly series, middle-aged male series, female series and children series. Covering all social strata. Anyone can afford it and eat it. Therefore, the target consumers are extensive and the market prospect is very considerable.
1.2.2 attitude
Most consumers have heard of jujube and eaten it, but few people care what kind of jujube they eat, where it comes from and what is the difference between varieties. Ordinary consumers are still at the bottom of consumption, just enjoying the taste of jujube and not understanding its essence. Therefore, the health care concept of jujube has not yet been formed, and consumers have not yet realized the health care function of jujube, so the product has not yet been upgraded to the level of health care gifts.
In view of this situation, the primary task of this advertisement is to vigorously promote the health care function of jujube and lead consumers' health concept, that is, to let consumers understand that jujube is beneficial to the body and is a healthy food. Secondly, we should vigorously promote the special health care function of Zanhuang's similar jujube, so that consumers can realize that this product is worth the money. The ultimate goal is to open up the gift market and make Zanhuang's similar jujube a fashionable and healthy holiday gift, instead of just selling the original product.
1.2.3 Action situation
There is no advertisement for jujube at present. People know red dates only because they are bright in color or sweet in taste on the surface, but there is no brand distinction in their hearts.
Consumers don't buy red dates very often, and they mainly buy the original products, so the sales volume and economic benefits of red dates are not very optimistic.
1.3 competition analysis
This paper mainly analyzes the difference between Cangzhou jujube and Zanhuang golden silk jujube.
(1) first analyze the difference between the two products:
Cangzhou Jinsixiaozao opened the semi-dry jujube skin, and it was clear that the golden thread composed of pectin and sugar adhered between the pulp, stretching continuously 1-2 inches, and shining in the sun, so it was named Jinsixiaozao. Jujube is generally oval and goose-shaped, with an average weight of 5-7 grams. The core is small and thin, the flesh is full, the meat is tender, the fresh jujube is bright red, the meat is crisp, and the sweetness is slightly sour; Dry jujube has deep red peel, thin and tough pulp and shallow and fine wrinkles, which is beneficial to storage and transportation. Leling jujube is rich in nutritional value and medicinal value, which can nourish the body and help treat diseases such as spleen and stomach weakness, dyspepsia, lung deficiency cough and anemia.
Zanhuang approximate jujube is a fresh eating, drying and processing department, and its fruit shape is rectangular to nearly round. There are 40-70 fresh dates per kilogram. The maximum length of a single fruit is 3.7 cm and the weight is 68 g. It has the reputation that "seven is one foot and ten is one catty". The fruit is neat, deep red and bright, the meat is crisp, sweet and sour. It contains soluble solids 26.7-29.85%, acid 0.25%, and various amino acids necessary for human body. The calorific value of fresh jujube 100g is 103 kcal, the edible rate is over 95%, the meat thickness is 0.7- 1.5 mm, and there are 600- 100 dried jujubes per kilogram. After drying, the sugar content is 58.7-62.57%, and the calorific value of100g dried jujube is 309 kcal. The fruit is full, elastic and flexible. Zanhuang Jujube can be processed into candied dates, ejiao jujube and candied fruit, with milky yellow to amber color, crystal clear, translucent or transparent, rich jujube flavor, rich nutrition and excellent quality. Zanhuang jujube is rich in sugar and V, and also contains mineral nutrients such as phosphorus, calcium and iron, cyclic adenosine monophosphate and cyclic glucoside, which has certain effects on preventing arteriosclerosis, removing blood stasis and promoting blood circulation in middle-aged and elderly people. Belonging to pure natural green health-care fruit.
In order to be more clear, I specially made a table, such as the following table;
Comparison between Jinsixiaozao and Jinsixiaozao
The shape, color, weight and length of jujube shreds have medicinal effects.
Oval and ovoid bright red 5-7g 1-2 inch nourishes the body, and can be used for adjuvant treatment of spleen and stomach weakness, dyspepsia, lung deficiency, cough and anemia.
Long round to nearly round, deep red and bright, 68 grams of long handle contains phosphorus, calcium, iron and other mineral nutrients, which can prevent arteriosclerosis, remove blood stasis and promote blood circulation.
Secondly, analyze the advantages and disadvantages of Jinsixiaozao from the sales aspect:
Advantages of golden jujube in sales;
The centralized trading of 1. jujube constitutes economies of scale.
2. [Taking jujube product management as the leading industry, there are all kinds of jujube, candied jujube, black jujube, drunk jujube, crisp jujube, fresh jujube, seedless jujube, seedless candied jujube, jujube tea, jujube sauce and jujube juice, and the products are constantly developing towards deep processing and serialization. A series of jujube processing industries have been formed.
3. Pay attention to publicity. Jinsixiaozao once held Jinsixiaozao Festival, and wheat once appeared in Jinsixiaozao Festival. The picture shows the use of star utility to increase product popularity.
Disadvantages of golden jujube:
1. There is no clear product classification. Different people eat different dates, but there is no clear distinction between golden jujube and jujube.
2. Jinsixiaozao is currently selling raw materials and has not yet formed a finished product market.
③ Analyze the characteristics of Zizyphus jujuba from the packaging;
Golden jujube is made into a variety of finished products, including golden jujube juice, boxed golden jujube and bagged golden jujube. The packaging of competitors is mainly green, simple but not gorgeous.
Zanhuang's packaging style similar to jujube is gorgeous, which can attract people's attention and feel very high-grade. Just like the name of Zanhuang County, it has the imposing manner of a royal aristocrat.
1.4 product analysis
Product features of 1.4. 1
Zanhuang approximate jujube is a famous and precious fruit. Its size is 40-70 fresh jujubes /kg, the largest fresh fruit is 68g, the largest dried jujube is 60- 100 /kg, and the largest dried fruit is 27g. It is neat, small in stone, thick in meat, delicious in fruit and taste, and is well received by customers. Because of its excellent quality, it has been given to the royal family as a tribute for many times, and it is a traditional local product of Hebei Province. Zanhuang similar jujube was awarded the title of "the highest jujube" in China in Changsha jujube appraisal meeting in China in 1956, ranked first in Hebei jujube appraisal meeting in 1986, was awarded the certificate of "high quality fruit", won the gold medal in the first National Forestry Famous and Excellent New Products Expo in 1994, and won the gold medal in/kloc-0. 1999 won the gold medal of '99 Kunming World Expo and was recognized as a famous brand product by '99 China International Agricultural Expo. In 2000, he won the gold medal at Leling National Jujube Expo.
Jujube fruit is as solid as an egg, purple and shiny. Fresh jujube contains 30.3% sugar and 0.25% acid, and contains many kinds of amino acids necessary for human body, among which VC is 383.63-579 mg/100g, and Vp is as high as 3000 mg/ 100 g, ranking first among all fruits. It is a natural "vitamin pill". Dried dates contain 60% sugar. Dried and fresh fruits are also rich in mineral nutrients such as calcium, phosphorus, iron, potassium, sodium, magnesium and selenium. They also contain cyclic adenosine monophosphate and flavonoids, which can enhance human immune function and anti-cancer ability. The calorific value of100g fresh jujube is 103 kcal, and that of100g dry jujube is 309 kcal. Jujube can be used as a substitute for grain, which is called "woody grain" and "iron stalk crop" because it is the fruit in good years and the grain in bad years.
Zanhuang approximate jujube is a variety that can be eaten fresh, dried and processed. Fresh dates are fleshy, delicate and bright as ice and snow after peeling. It tastes sweet, some are crisp and slightly sour, and it tastes as good as cool. After drying, the meat is plump, thick, elastic and sweet. Long honey filaments are continuously connected by a broken ruler, which is called "golden honey". Zanhuang jujube can be made into fillings with different tastes, such as drunken jujube, candied jujube, crisp jujube, smoked jujube, candied jujube, jujube filling crystal, jujube juice, jujube wine, jujube vinegar, jujube paste, jujube cake, jujube cake and jujube cake. Because Zanhuang is similar to jujube with regular shape and neat size, jujube absorbs a lot of sugar, and the color of candied jujube is amber and crystal clear, which is the best variety for processing candied jujube. Candied dates (mainly common candied dates and Cantonese candied dates) and jujube crystal cultivation are two major processed products of Zanhuang similar dates.
Zanhuang approximate jujube has strong adaptability, and it is the only natural triploid found in jujube varieties at present, which belongs to evolutionary type. According to Professor Wen Yiliang of Hebei Agricultural University, the transpiration rate of the triploid Zanhuang approximate jujube is lower than that of the approximate jujube, which shows that it can save more water than the hippo chef jujube. Therefore, it is more suitable for planting in arid and rainless areas. According to the introduction, Zanhuang Jinsixiaozao can be cultivated in the plain, mountain, sandy land and plateau with the east diameter of 76- 124 and the north latitude of 23-42. In vertical distribution, it varies with latitude. The distribution in North China and Northwest China can be between 50- 1200m, and some areas can reach 1500m. At present, Zanhuang Jinsixiaozao has been introduced to more than 20 provinces, cities, autonomous regions and municipalities directly under the Central Government, such as Xinjiang, Gansu, Ningxia, Shanxi, Henan, Yunnan, Shaanxi, Guangxi, Inner Mongolia, Hubei, Hunan, Sichuan, Shandong, Jilin, Liaoning, Beijing, Tianjin, Shanghai, etc., with good output and quality, which is well received by the people of the whole country. Xinjiang performed well after introduction and was named "Zanxin Jujube". In Xinjiang, Shaanxi, Shaanxi, Liaoning and other provinces, municipalities and autonomous regions, Zanhuang similar jujube has become the first choice to develop jujube trees. Some seedlings are also exported abroad.
1.4.2 product advantages and disadvantages comparison
Advantages: ① Zanhuang approximate jujube is a fresh eating, drying and processing department, and its fruit shape is rectangular to nearly round.
② There are 40-70 fresh jujubes per kilogram, and the longest single fruit is 3.7cm and weighs 68 grams. It has the reputation of "seven people are one foot, ten people are one catty", the fruit is neat, the color is bright red, the meat is crisp, sweet and sour, and it contains 26.7-29.85% soluble solids, 0.25% acid, and many kinds of essential amino acids. 100 g fresh jujube has a calorific value of 103 kcal, an edible rate of over 95%, a meat thickness of 0.7- 1.5 mm, and 600- 100 dried jujubes per kilogram. After drying, the sugar content is 58.7-62.57%, and the calorific value of100g dried jujube is 309 kcal. The fruit is full, elastic and flexible. Zanhuang Jujube can be processed into candied dates, ejiao jujube and candied fruit, with milky yellow to amber color, crystal clear, translucent or transparent, rich jujube flavor, rich nutrition and excellent quality.
Zanhuang Jujube is rich in sugar and V, and also contains phosphorus, calcium, iron, cyclic adenosine monophosphate, cyclic glucoside and other mineral nutrients, which has a certain effect on preventing arteriosclerosis, removing blood stasis and promoting blood circulation in middle-aged and elderly people. Belonging to pure natural green health-care fruit.
(4) Zanhuang Zhangshiyan is a national-level tourist attraction with beautiful scenery and an endless stream of tourists every year. Therefore, we can use this scenic spot to strengthen the propaganda of Zanhuang's similarity to jujube, such as opening a picking garden on the mountain and building a specialty store.
Disadvantages: ① insufficient publicity, low popularity and low market share.
(2) At present, raw materials are still being sold, and there is no proper deep processing, so the profit is relatively small.
(3) There is no formed processing and production chain, only loose sales, which can't reach the scale.
1.5 sales analysis
Sales is an important part of marketing. A thorough understanding of the sales of similar products will provide an important basis for advertising and promotion. Sales include the following:
Regional analysis 1.5. 1
Zanhuang jujube is sold all over the country, but the main market is still in Hebei, Beijing and Tianjin. Sales locations include large supermarket sales points, fruit markets and local products markets.
1.5.2 Sales of competitors
The competitor is mainly Cangzhou Jinsixiaozao. At present, the sales strategy of Cangzhou Jinsixiaozao is to increase publicity, improve the market share of products and defeat famous brands.
Therefore, the most favorable sales plan for Zanhuang to approximate Jujube is to increase publicity through online advertising, because the network coverage area is not only Beijing-Tianjin-Hebei region, but also the whole country and even the whole world, and the cost of online sales is much lower than that of TV advertising. So the publicity channel is online advertising. The key areas are still locked in the Beijing-Tianjin-Hebei region. Of course, not only the Beijing-Tianjin-Hebei region, but also places like Henan, Shanxi and Hubei can conduct trade activities.
The second part of the enterprise goals
The overall objectives are as follows:
In order to strengthen and enlarge Zanhuang's jujube industry, Zanhuang County plans to reach 700,000 mu of jujube base by 20 10, with jujube output reaching1120,000 kg and annual processing capacity reaching 56 million kg. Two powerful leading enterprises were built, and 5-6 fist products with strong market competitiveness were developed. The total output value of jujube industry reached 540 million yuan. Make Zanhuang County a national and even world-famous "Golden Silk Jujube Capital".
The specific objectives are as follows:
Improve the preservation technology and prolong the preservation time of jujube, because the price of jujube is twice as expensive as that of green jujube, and the price is higher after it is made into dried fruit.
Expand production, so that the production of enterprises can be sold from the most basic raw materials to finished products. Add candied dates. Jujube crystal cultivation and early fruit juice production formed a complete production chain.
Steps to achieve the goal:
The first is to publicize the golden jujube, so that more people can understand its characteristics.
The second is to enhance the attractiveness to customers, including customer recognition rate, trust and preference.
Thirdly, advertising ultimately promotes customers' buying behavior and increases the sales volume and market share of enterprises.
Part III Enterprise Market Strategy
3. 1 marketing objectives
Through increasing publicity, improve product awareness and market share. But how to increase publicity? I think the appeal of advertising is mainly emotional appeal, supplemented by factual appeal. In order to guide consumption, it is necessary for consumers to understand the relationship between health and golden jujube. Coupled with emotional factors, it will definitely improve the popularity of products and arouse consumers' desire to buy.
3.2 product positioning
Zanhuang jujube is rich in sugar and V, and also contains mineral nutrients such as phosphorus, calcium and iron, cyclic adenosine monophosphate and cyclic glucoside, which has certain curative effect on preventing arteriosclerosis, removing blood stasis and promoting blood circulation in middle-aged and elderly people. Belonging to pure natural green health-care fruit. In addition, Zanhuang is similar to jujube, which belongs to dried fruit food after being made into candied dates, health drink after being made into jujube crystals, and fruit juice after being made into jujube juice.
3.3 packaging strategy
Because the target consumers are divided into four categories, the packaging of products should have four different styles.
Series for the elderly: mainly in red tones (the feeling of sunset red), with the pattern of old people wearing white tai chi suit for morning exercises, and jujube trees covered with big red dates as the background, with the words "Health is up to me".
Middle-aged men's series: mainly in golden tones (more expensive and more imposing), with men in suits and ties on it and bright golden dates next to them, which read "Strong by Me".
Women's clothing series: orange is the main tone (more warm and harmonious), with girls who are sometimes beautiful painted on them, and a gorgeous jujube gift box with the words "Beauty is mine" written on it.
Children's series: mainly bright green (green represents hope and vitality), with cute child stars painted on it, looking up at bright red dates, and the words "The future is up to me".
3.4 Retail Point Strategy
① Major shopping malls. Such as Hualian, Wal-Mart and Jingkelong.
② Small supermarkets in counties and cities. Such as Huang Bei Supermarket and Wanlifu Supermarket.
(3) When selling local products, the local products market in counties and cities must cooperate with the cultural part to show the Millennium civilization of Zanhuang County.
④ You can also use the propaganda function of Zhangshiyan, a tourist attraction in Zanhuang County. You can open a free picking garden on the mountain, mainly with Zanhuang similar to jujube, and open a Zanhuang store on the mountain, which will sell some Zanhuang's special products. Ordinary tourists will bring some local specialties as souvenirs or gifts. Therefore, we should take advantage of this to strengthen publicity, create a cultural atmosphere, and let customers feel that the products are worth the money. Moreover, through the propaganda of tourists, Zanhuang can get out of the county seat and carry it forward.
The fourth part is advertising strategy
4. 1 advertising target
The successful brand positioning and dissemination of Zanhuang Jujube has brought huge benefits to this product with nearly a thousand years' history and strong Zhao Yan characteristics: in 20 10, the sales of Zanhuang Jujube increased by three times compared with the same period of this year, from 654.38+billion yuan in 2009 to 540 million yuan, which rushed out of Hebei with lightning speed. Enterprises continue to expand production capacity and continue to grow at a high speed in the next few years.
4.2 Advertising Positioning
Market Positioning: The target markets are large shopping malls, supermarkets and retail stores. Do healthy fruit, but do candied dates, crystal cultivation, dried dates, jujube juice and so on. Being a healthy food is not limited to the category of fruits. Therefore, Zanhuang's market similar to jujube is not only a fruit market, but also sold in major shopping malls, supermarkets, retail stores and specialty stores.
Advertising audience positioning: mainly netizens and friends. Because the marketing scheme adopted is network marketing, netizens have become the first advertising audience, and they are a huge and influential audience. Through the publicity of netizens, Zanhuang similar jujube will become more and more popular and bigger, and its market share will continue to increase.
4.3 Advertising performance strategies and advertising slogans
Advertising performance strategy: give priority to emotional appeal, give priority to green tone, highlight the relationship between health and jujube, match with gorgeous tone, show a different style from Cangzhou golden jujube, which must be more atmospheric and aristocratic.
Advertising slogan: Jujube for health, let's come together.
4.4 Advertising Creative Planning
The whole idea is that an old man does morning exercises under jujube trees in a beautiful environment and can see dew. Then the son and daughter-in-law came slowly, and the little grandson ran over with a box of golden dates in his hand and said, "Grandpa's dates." . . . . "Then the family went home happily, leaving only the back in the morning light. . .
Part V Advertising Budget
Advertising budget with sales unit method.
Advertising fee = planned sales this year × advertising fee shared by unit products.
= Planned sales this year × advertising fee last year/product sales last year
=8000*0. 1
=800 yuan
Note: The planned sales volume in 2009 is 80 million kg.
Unit advertising share advertising fee 0. 1 yuan.