Wine marketing planning scheme
I. Overview of the wine market
(1) Current market and consumption trends
(B), changes in consumption habits
(III) Overview of competitive products
(iv) Current prices of competing products.
(5) Activities and their advertisements
(6) Motivation of buying wine
(7) wine market forecast and future situation.
Second, the enterprise background and commodity characteristics of xxxx
Third, the threat and opportunity of xxxx sales in Sichuan
Four. Market target of xxxx
The conceptual framework of commodity of verb xxxx (abbreviation of verb)
Activity planning of intransitive verb xxxx
(a), the object of appeal
(2) Target audience
(3) The direction of appeal
(4), creative performance
(5) Activity arrangement
(6) Standard & Poor's Strategy
(vii) Media support
(8) Activity budget (including media budget)
Seven. Xxxx activity flow
Eight, the effect evaluation
I. Overview of the wine market
(1) Current market and consumption trends
Wine named after the Great Wall has been welcomed and loved by consumers for its excellent quality and high cost performance since it was put on the market.
2. Great Wall Wine leads the domestic wine industry with the old brand Shacheng (65438+August 0983), and Shacheng has almost become synonymous with the Great Wall.
3. Soon, Huaxia Company, founded in 1988, produced 1 bottle of Great Wall dry red wine, and won many awards in various international wine reviews.
4. Yantai, another Great Wall brewer of COFCO Holdings, came from behind because of its advanced marketing concept, cheap and beautiful appearance, vague concept of the Great Wall itself, and the quality and taste created by xxxx (most consumers can't tell the difference between Great Wall wines and simply don't know that Great Wall wines are divided into three producing areas)!
These three wines are evenly matched, competing to seize the wine market. By 2003, they had carved up an absolute proportion of the market. This achievement is impressive.
6. But how to subdivide the market of Great Wall wine? How to position xxxx among the three brands of Great Wall has become a top priority. The only certainty is that the sales volume of the above-mentioned wine is the largest in China. Ironically, even the most loyal consumers of Huaxia 1994 vintage never knew that xxxx was produced in Changli. The appearance of Yantai Great Wall' 94 vintage wine has made consumers with vague concepts more and more confused. ) This is a fatal blow to China, which distinguishes the Great Wall by descent after the integration!
(B), changes in consumption habits
Since wine entered the market, the consumption trend has changed from white wine to red wine, and it has spread rapidly to the public. How to guide consumption scientifically (red wine with meat and white wine with fish) is an important topic at present. In addition, how to develop and occupy the market share in summer is the core of this activity planning.
(III) Overview of competitive products
1. Yunnan Red: It is an international commercial grape brewing industry group jointly invested by Hong Kong Tongheng International Co., Ltd. and Yunnan State-owned Dongfeng Farm on June 1997. It is the largest agricultural industrialization project with foreign investment in Yunnan Province.
/kloc-0 was designated as the national banquet wine in May, 1999.
In August, 2000, he won the Gold Cup Award in the 3rd China Wine Decoration Competition.
In June 2000, it became the national banquet wine of Diaoyutai State Guesthouse.
2. Xintian Dry Red: Founded in June 1998, it has the largest vineyard in Xinjiang (65,438+10,000 mu).
At the end of 1999, it obtained ISO9002 international quality system certification and green food certification.
3. Shacheng Great Wall: The earliest dry-brewing enterprise of full-juice wine in China, independently developed the first bottle of dry white wine and the first bottle of champagne sparkling wine in China as early as August 1983, which filled the national blank twice.
1996 10, the first to pass the ISO9002 quality system certification.
4. Yantai Great Wall: Yantai COFCO Brewing Co., Ltd., established by COFCO in Shandong Yantai Hualong Group, has also obtained ISO9002 international quality system certification, UK UKAS quality management certification, ISO 14000 environmental protection certification and green food certification.
(iv) Current prices of competing products.
1, Yunnan Red:
2, Xintian dry red:
3. Shacheng Great Wall:
4. Yantai Great Wall:
(5) Activities and their advertisements
1. Purpose of the activity:
5-6 kinds of special drinks prepared by xxxx wine will promote summer sales and lead the fashion.
2. Advertising media:
(1) newspaper advertisements,
(2) Appropriate TV and radio advertisements
(3) Public publicity
(4)DM, POP and Yi Labao.
(6) Motivation of buying wine
1, healthy,
2, fashion,
3. habitual,
4. Banquet,
5, change the taste,
6. atmosphere,
7, cheap,
8. hobbies.
(7) wine market forecast and future situation.
After China's entry into WTO, the tariff will be reduced year by year, and imported wine will inevitably have an impact on the domestic market. With the participation of large international companies, it will compete in China, the fastest growing wine market in the world. The competition of wine is bound to enter a white-hot stage.
As the most important brand in the Great Wall wine series, xxxx will surely occupy the position of "the strongest wine brand in China and even Asia" in the fierce domestic and international competition.
Second, the enterprise background and commodity characteristics of xxxx
(1) Enterprise background: Huaxia Company was established in 1988, and is the first export-oriented enterprise specializing in the production of dry red wine in China. It belongs to China Grain, Oil and Food Import and Export Corporation, and is one of the top 500 companies in the world, namely COFCO.
1989 Special Prize of 29th French International Tasting Fair.
1990 Paris 14 international food Expo gold medal
1992 Gold Award of Hong Kong International Food Expo
Brussels International Wine Tasting Award
In 2000, it was awarded the famous wine protection brand in China.
200 1 Silver Prize of Shanghai International Wine and Spirits Appraisal Reception
200 1 The 4th Beijing Hilton International Wine and Food Exhibition won the first prize of dry red and the second prize of dry white.
In 2002, it was awarded AA-level green food certificate, and it was the first brand in China to obtain AA-level green food-wine certificate. .
In 2002, Changli, the origin of China, won the first batch of national protected products. Cabernet Sauvignon, Chardonnay and Black Pi Nuo are the first batch of red wines represented by Cabernet Sauvignon, which were introduced to China in 1992, 1994 and 1996 respectively. Chardonnay stands for liquor in 1996 and 1998.
(2) Commodity characteristics: It is a mellow, delicate wine with a faint smell of bread and fruit.
Third, the problems and opportunities of xxxx sales in Sichuan
(1) threats
1. As far as wine is concerned, our competitors are Yunnan Red and Xintian Dry Red. In particular, the distribution network and competitive price advantage of Yunnan Hongqi have taken the lead. Although Xintian dry red is relatively weak, it has been distributed for several years, and its promotion this year is still quite strong, which cannot be ignored.
As far as the three great wines of the Great Wall are concerned, our competitors are Yantai Great Wall and Shacheng Great Wall, which have laid a considerable foundation. For the wine industry, the two are inseparable and our main rivals.
As far as consumers' taste habits are concerned, they seem to prefer sweet wine. This is also one of the reasons why Yunnan Red sells well.
4. Packaging appearance: xxxx's design is too traditional and lags behind other brands' packaging, especially Yantai Great Wall.
For the season, the weather is getting warmer, so it is bound to pay a higher price to launch activities at present.
(2) Opportunities
1. From the consumer's fashion psychology, xxxx is one of the three great wines of the Great Wall, so it can be said to be a great advantage.
2. Compared with Yantai Great Wall, xxxx owns the famous 1992 vintage wine and 1994 vintage wine, and its awareness is higher both in consumer psychology and in consumer terminals.
3. Compared with Yunnan Red, xxxx has a higher grade.
It is good for people's health: it is made of 100% grapes.
5. Activity arrangement: No competing products have made so many special wines with excellent taste, and no competing products have found that the summer market is actually a huge cake.
Four. Market target of xxxx
(1) Brand expansion: For consumers, Great Wall wine often appears in various media and has a high reputation in consumers' minds. Therefore, our early goal must focus on the inherent consumers of Great Wall wine, and then we can get twice the result with half the effort by subdividing the Great Wall producing areas (Shacheng, Changli and Yantai).
(2) Promotion and expansion: subvert the old habits and ways and replace them with new lifestyles and interests, so as to achieve the longevity of xxxx wine, even in hot summer! At the same time, it is full of personality, and fashionable clothes can not only attract consumers' attention and imitate each other, but also produce very strong publicity and promotion effects.
(3) Sales expansion: open up new sales entry points, give wine a deeper meaning of renewal, and make it have new opportunities and new market (summer market) share in terminal sales.
Verb (abbreviation of verb) xxxx conceptual structure of goods
Through the analysis of the background and commodity characteristics of xxxx, we know that xxxx wine is really a world-wide, green, natural, fashionable and fruity wine. Therefore, we position xxxx products as: green, natural and fashionable. And gave her the meaning of the special drink "cool".
Activity planning of intransitive verb xxxx
From the problems, opportunities and commodity concepts of xxxx above, we can clearly see that the Great Wall series brands are the most important brands in the wine industry, and they should compete with Yantai Great Wall and Shacheng Great Wall on the platform of "Great Wall", the most powerful wine brand in China. In this way, xxxx is bound to stand out among the Great Wall brands and establish Huaxia's leading position in the wine industry, including other Great Wall producing areas, so as to achieve our goal of subdividing Great Wall wines (Shacheng, Huaxia and Yantai).
(a), the object of appeal
1, personal for young people.
The goal of this family is the upper middle class.
(2) Target audience
1, people who don't know much about wine.
2. People who don't know the Great Wall wine series.
3. People who spend xxxx loyally.
(3) The direction of appeal
1, aimed at ordinary consumer groups.
2. For KA-class Shang Chao.
3. Suitable for large-scale night shows.
4. For restaurants with good sales potential. People who don't know much about wine.
(4), creative performance
Through the special drinks prepared for Huaxia wine, a lifestyle and a new drinking fashion are transmitted to the market, and the differences between different producing areas of the Great Wall (Shacheng, Huaxia and Yantai) and the important role played by Chengdu Ji Ma in market segmentation are analyzed.
(5) Activity arrangement
1, prophase (April 18 to early summer May 31): April 18 to April 28 is the distribution period, at which time the store head and advertisements will be arranged. By April 28th, everything was ready, and at the same time, 35*24 sets of newspaper color advertisements were put into full play together with TV advertisements. In order to cope with the arrival of summer, the "Cool Summer" activity was specially launched. Whenever the words "Huaxia or Changli producing area" are found on the Great Wall wine label, a beautiful card with a special drink formula is sent. (Buy 1 Bottle Send 1 Piece) A promotion of "Who has more cards, the air conditioner will be moved home" to attract and guide consumption with grand prizes; One is to deepen consumers' impression of xxxx through activities. In this period, another policy is to start tasting activities and actively contact consumers through tasting to promote their future purchase behavior.
The initial activity is limited to KA stores. The minimum purchase quantity of merchants participating in this activity is not less than 65,438+000 boxes, and no new product entrance fee and code adjustment fee are charged.
2. Mid-term (midsummer June 1-August1): With the popularization and promotion of xxxx and the full circulation of sales routes, we focus on the demands of summer. "A variety of preparations, at least one is suitable for you." Consumers who drink xxxx special drinks can get beautiful cards with excerpts of special drinks. (Buy 1, get 1) Those who collect the most cards can also enjoy the discount of free consumption. At this time, the purpose of the activity is to improve the brand and sales, and thoroughly understand the goods.
Mid-term activities are limited to bars, and the minimum purchase amount of participants in this activity at night is not less than 100 boxes, and no new product admission fees and other related fees are charged.
3. Late period (August1~1October 7 10): At this time, the hot summer has not disappeared, but the wine is about to enter the peak season, and our goal is to shift to end consumption.
This activity aims to lay a solid foundation for the upcoming sales season and fully cooperate with SP activities.
(6) Standard & Poor's Strategy
1, promotional materials
(1), use:
A, raise awareness, and keep the long impression of reminding consumers of China at any time near the place of purchase.
B, cooperate with the expansion of distribution retail stores.
C. Let consumers feel that xxxx is everywhere.
(2) Period: May 1 to1October 7 10.
(3) Type:
A. Large supermarkets: posters, stickers, T-shirts, bottle openers, coasters, cups, matches, ashtrays and wallets.
B. Evening performance: posters, stickers, T-shirts, bottle openers, coasters, cups, matches, ashtrays, wallets, ice buckets, cool chairs and umbrellas.
C. Dining room: signboards, calculators, bottle openers, coasters, cups, matches, ashtrays, wallets and umbrellas.
Step 2 try drinking
(1). Objective: Consumers have gained popularity and understanding of xxxx, and then formed the attitude of drinking in summer, and used tasting to promote purchase.
(2) Period: May1—May 3 1.
It is scheduled to start advertising on April 30th, and make proper use of the media within one month, so that most consumers can have a deeper understanding of wine, especially xxxx wine. And from tasting the special drinks prepared at the scene to the taste of 1 or several of them, the purchase is finally produced.
(3) Methods: Focus on places where people often gather. Such as major department stores, supermarkets, leisure and entertainment places and so on.
A, choose 6- 10 terminal.
B, use the media to release news about tasting activities to inform the public.
C, unified display, decorate the tasting place.
3. The Secret of the Bottle
Anyone who can correctly answer the questions raised by xxxx wine in newspaper advertisements will be rewarded according to the order of answering the questions.
(1), use:
A, analyze the difference between different producing areas of the Great Wall.
B, deepen consumers' impression of "xxxx" and Changli production area.
C. promote sales.
(2) Period: April 25th, May 1.
(3) Method: Send the question (newspaper advertisement) to the marketing department, subject to the postmark date, and each of the top ten people will get 1 air conditioner.
(7) Media support:
This activity, the performance strategies of various media cooperate with the three stages of advertising strategy.
Initial stage: brand refining and promotion.
Mid-term: Refine brand awareness and increase sales.
Final stage: brand and sales promotion and thorough understanding of goods.
1, print media
(1), newspaper
I. Intention
Early stage-emphasizing the brand and origin of xxxx and highlighting the origin of xxxx is generally attractive to the public.
A. "Cool Summer"-"Drink China this summer"
B. A Cool Summer —— The Secret of the Bottle (I)
C. "Cool Summer"-"The Secret of the Bottle" (Part Two)
Flexible alternate use of Chengdu Business Daily A2-A5 edition (color matching).
Mid-term-visibility and commodity understanding. In the hot summer, 5-6 special drinks are carefully prepared to perfectly combine the freshness of xxxx special drinks with the vitality of young people. And highlight the theme-"a cool summer"
D. "A cool summer"-"A variety of configurations, at least one is suitable for you"
E. A Cool Summer-A Lady is Crazy
The last stage-the promotion of popularity and understanding and the cooperation of SP activities. "xxxx" has been suitable for any occasion, expanding the appeal class.
F. "A Cool Summer"-"True Feelings"
B. advertising copy: (see graphic design a, b, c, d, e and f for details)
Early stage:
A. "A cool summer"-drink China this summer.
B. A Cool Summer —— The Secret of the Bottle (I)
C. "Cool Summer"-"The Secret of the Bottle" (Part Two)
Mid-term:
E. "A cool summer"-"A variety of configurations, at least one is suitable for you"
End stage:
F. "A Cool Summer"-"True Feelings"
(2), magazines (people's consumption)
A. Conception: adopt color manuscripts, pay attention to the consistency of various manuscripts, fix the position of commodities in composition, use color tones in the background, express the atmosphere of illustrations and copywriting, and pursue the prominence of commodity characteristics and the improvement of commodity style.
B. advertising copy: (see graphic design g for details)
(3), posters, Pope and Yi Labao.
A. Intention: Take the size of six cubits long, so that it can be easily posted near the place of purchase, reminding consumers to pay attention and deepening people's intimacy with the goods. In addition, in order to stand out from the crowd, xxxx's posters must adopt novel and unique pictures to directly gain the freshness and curiosity of consumers.
B. Advertising corner: (See graphic design H for details)
(4), publicity.
As expected, the activity of "Cool Summer" will attract strong media attention, and news reports and public word-of-mouth effects complement each other with the advertisements placed, which will surely push the activity to a new height.
2. Stereo media: TV is still a very important media for alcohol advertising, so advertisement on tv's performance is also the focus. Moreover, because of the nature of TV media, xxxx is used to improve the popularity of goods and impress consumers.
In principle, the length is15 "and 30", and there are three branches.
(1), initial stage: (15÷ see Betacam belt 1.
(2) Mid-term: (30 ") See Betacam Band 2.
(3) Final stage: (30 inches) See Betacam Belt 3.
(viii) Activity budget
1, media budget
(1), media selection:
During the activity, the choice of media should be mainly newspapers, supplemented by television, followed by magazines, radio, buses or outdoor advertisements.
In brand promotion, newspapers pay attention to its education and explanation. Television is more important than speed and popularity. Other kinds of media supplement the shortcomings of newspapers and television. The whole communication network covers any corner.
(2) Reasons for budget allocation and application:
A the initial budget is 349,246 yuan, including 2,482.96 million yuan for newspapers, 43,350 yuan for television, 57 yuan for broadcasting and 600 yuan. Because xxxx is a fast-moving consumer product, the brand and sales volume of xxxx will undoubtedly be greatly improved under the joint impact of large-scale reports from newspapers, vivid TV and dynamic radio.
A. Chengdu Business Daily is the regional newspaper with the largest circulation and influence in Chengdu. Its news and financial reports are second to none, with a huge customer base and a good reputation. This introduction can not only subdivide the Great Wall series (Shacheng, Changli and Yantai), but also further enhance the corporate image and popularity of Chengdu Jima.
On April 26th (Friday), other A editions were set at 35*24 70, 200 yuan.
April 30th (Tuesday) A2-A5 version of the package is 35 * 24 98264 yuan.
On Wednesday, May 1 Day, the A2-A5 version was set at 35 * 24 79832 yuan.
B. The audience of "live entertainment" is mainly teenagers who pursue fashion and have a strong desire to buy; The audience of New World is white-collar workers who are exposed to the avant-garde fashion and taste of life. This introduction not only shaped the corporate culture of xxxx, but also extended the corporate connotation.
Played 15 in "Live Entertainment" 120 times, 250 yuan.
Women and children channel 30 times 20: 10
Film and television literature and art channel 30 times 1 1: 45
Women and children channel 30 times 1 1: 30
Film and Television Arts Channel 30 times 16: 00
I played 60 times in "New World" with 15 ",17 and 100 yuan.
Film and Television Literature and Art Channel 22:30 30 times
Film and Television Arts Channel 30 times 16: 30
C. Chengdu Traffic Radio is a comprehensive program for taxi drivers. A large number of road information and related car information in its columns have attracted a large number of drivers and friends. Today, with the increasingly developed traffic, taxi broadcasting (traffic station) has undoubtedly become an excellent media carrier. Through the continuous rolling broadcast of the activity plan and detailed rules of "Cool Summer" (traffic station), it will certainly stimulate consumer groups, guide consumption concepts and clarify consumption rules.
In the traffic radio station, advertisements are broadcasted 30 times a day 10 for 57,600 yuan.
Monday to Friday, Saturday to Monday.
10: 00 Jingang Gold FM
1 1:00
12: 00 listening to the mood of the city in all directions
13: 00 Music Infinitely Unforgettable Melody Audio Bookstore
14: 00 Fly over the Rainbow Happy Engine
15: 00 popular for a hundred years
16: 00 The mood inn has been popular for a hundred years, and rhapsody drives a taxi in July.
17: 00 Qing Xiang Opera House Teahouse in Urban Interchange Township
Walk with you at 20: 00
2 1:00
B. In the medium term, various activities will be launched in summer, and summer vacation will come. So our advertising budget is 229,734 yuan. While the brand is refined and upgraded, consumers tend to buy. Taking this opportunity, we must launch various media and publicity to achieve the purpose of increasing sales.
C in the later stage, on the basis of brand awareness and sales promotion, consumers will have a thorough understanding of the products, and this understanding will be expressed through media interaction.
2. Cost budget:
(1), project selection
The ancient Romans said that gifts are like fishhooks. It can be seen that the importance of goods, in addition to the above posters, stickers, T-shirts, bottle openers, coasters, cups, matches, ashtrays, wallets, ice buckets, cool chairs, umbrellas and other promotional materials, is particularly important for the "cool summer" activities. In addition, the required items include promotional clothing, headwear, DM list, exquisite cards, POP, Yi Labao, and wine and ingredients needed for giving drinks.
(2) Budget allocation
A The initial budget is as high as 247 640 yuan, including 225,000 yuan from 640 yuan Central Air Conditioning (Galanz) and 22 yuan for promotional items (including promotional clothing and headwear).
A. Give 1 air conditioner (Galanz) to 6 KA stores every day, each with a value of about 1, 250 yuan, totaling 180.
B. There are two salesgirls in each of the six KA stores, * * * is 12. Each set of promotional clothing is worth about 140 yuan; Each headgear is worth about 80 yuan.
C. Other items and promotional items are about 20,000.
With the continuous broadcast of newspapers and TV broadcasts, and the stimulation of six KA stores giving away an air conditioner every day for a month. On the one hand, the propaganda and news media will pay more and more attention to the "cool summer" activity; On the other hand, the brand segmentation of Great Wall series (Shacheng, Changli and Yantai) has become more and more clear. Corporate image and sales will also increase rapidly.
B, under the initial information-intensive attacks and strong incentives of prizes, if the expected goals and effects are achieved, the medium-term plan can be adopted. The medium-term budget is 87,600 yuan, including 50,000 yuan for special expenses; Promotional products are 37,600 yuan.
A. Conduct promotional activities in 10 large bar every day. The estimated cost of each bar is 5000 yuan, with a total amount of 50,000 yuan.
B: The number of salesgirls is 80. Each set of promotional clothing is worth about 140 yuan, and each set of headdress is worth about 80 yuan, with a total amount of 6,500 yuan.
C. Other items and promotional items are about 20,000.
C. If the mid-term sales can be promoted, the later activities will be designed and implemented according to the specific situation at that time. On the contrary, give up.
Seven. Xxxx activity flow
(1) Preparation: (April1August-April 25th)
The marketing department cooperates with the sales department to complete the training and process description of the promotion staff, and sign a contract to arrange the end customers to participate in this activity.
(2) Import: (April 26th-May 1)
1, April 26th, Chengdu Business Daily A2-A5 edition 35*24cm red advertisement "Cool Summer"-"The Secret of the Bottle";
2. On April 30th, Chengdu Business Daily published A2-A5 * 24 cm color advertisement "Cool Summer"-"Whoever has more cards, the air conditioner will move home".
On March 5 1 day, Chengdu Business Daily published a group of red advertisements A2-A5 * 24 cm under "Cool Summer"-"The Secret of the Bottle".
At the same time, TV and radio broadcast the program and detailed rules of this activity, highlighting xxxx and Changli producing areas.
(iii) Launch: (May 65438 +0-30)
With the all-round development of hard advertising and a large number of DM, POP and Yi Labao, the promotion of KA store was implemented, which gradually pushed the activity to a climax.
(4) High tide: (June 1-August1)
If the activities of KA store have achieved the expected results, in order to cooperate with or inherit the activities of KA store, the bar activities will be started.
On June 1 day, Chengdu Business Daily published a 35*24cm color advertisement in A2-A5 edition, which read "A cool summer"-"There are many recipes, at least one of which is suitable for you".
(iv) Extension: (August 1-September1)
After two promotions and advertising investment, if it can obviously promote summer sales, it can promote catering. Instead, give up the plan.
On August 1 day, Chengdu Business Daily published a 35*24cm color advertisement in A2-A5 edition, entitled "Cool Summer"-"Revealing the True Feelings".
(v) Closed: (2 September to 9 September)
Submit the investigation and effect evaluation report to provide data and reference for the next activity.
Eight, the effect evaluation
(1) Habitual questions about taste:
Blend 5-6 different wine specialties, measure consumers' habits, and then correct the blended taste.
(ii) Issues related to implementation and monitoring activities:
The sales department is responsible for the signing and layout of end customers; The marketing department is responsible for contacting various media and purchasing goods, and monitoring and truly and effectively evaluating the promotion status, competing product response and consumption orientation.