beverage marketing planning scheme (I)

I. Analysis of marketing background

A. In 1992, there were 479 cities in China, with a population of 341 million in 1994 and a floating population of about 71-81 million. In 1995, there were 641 cities, 178 medium-sized cities and 76 large cities.

B. In 1999, Coca-Cola sold 388 million cases, while Pepsi sold 119 million cases. From October to June in 2111, Coca-Cola sold 331 million cases. At the same time, the two beverage manufacturers put forward ideas and measures to make young people in China develop the habit of drinking carbonated drinks. Our drinks will surpass their performance. (other omissions)

II. Target market and creative explanation

With the sustained and stable growth of the national economy, under the condition of a certain total social assets, the economic growth rate of enterprises beyond the country or region has increased substantially, and market wars are inevitable. How to make consumers buy an enterprise's products and satisfy consumers is the best way to maximize profits and develop for a long time. At the same time, it also determines that an enterprise can't have 111% market share at this stage, and it also gives every enterprise a chance.

as far as the beverage market is concerned, it ranges from large multinational groups such as Coca-Cola and Pepsi-Cola to small brands such as Jianlibao and Coconut Wind. In the market war in 1997, according to our past experience and enterprise strength, it is easier to expand its market steadily, and at the same time, it will also lead to more intense market competition. As a new army of beverages, "beverages" will be subject to multiple obstacles and crowding out when they enter the competition directly. Therefore, it is hoped that our beverages will be listed as special drinks for China tourism industry in 2111, with the number of tourists reaching 4.2 and the income of 437.57 billion.

The idea of this project starts with tourism. As a consumer group, tourists have sufficient funds, wide social activities, great mobility, strong ability to accept new things and strong curiosity. Once they gain the recognition and trust of this consumer group, they will drive a large number of consumer groups. It is planned to enter the tourist scenic spot market at the beginning of the year, and at the same time, enter some urban markets in a small amount. At this stage, it is necessary to increase publicity and establish a brand as the top priority, and avoid the reality and get ready for entering the urban market. In the summer, we will launch a sales offensive in scenic spots and cities, aiming at young consumers and facing the public after the brand is established. The ultimate goal is to equate "beverage" with fruit and establish a brand among tourists. On the other hand, we can attract a group of foreign tourists and lay a good foundation for opening up the international market in the future. On the other hand, we can explore the market among tourists and make enterprises have enough time to enter the urban market. Tourists and urban markets complement each other, but we can relax and tighten.

3. Marketing plan

1. Product

a. The packaging conforms to the national regulations, and the pattern is concise and bright, with red and white as the basic color, highlighting the brand, which can attract consumers' desire to buy and have vitality. It is not necessary to add anti-counterfeiting marks mainly to prevent counterfeiting and attract consumers' attention.

B, it is suggested that the retail price of 3 yuan should be unified nationwide. Firstly, the transaction time of money and goods should be reduced; Second, it is convenient for calculation and change; Third, increase vending machines at an appropriate time.

(other omitted)

2. Promotion strategy (mainly advertising)

A. It is suggested that the advertising word should be "drinks and vegetable juices blend into nature", and the national media should choose TV as the main media, and reasonably choose the time period, which can follow the time period of commercials such as Coca-Cola.

newspapers are chosen as the media in local areas, and it is generally appropriate to choose TV dramas on demand or broadcast them during children's program hours.

B, unify the national point-of-sale brand logos, such as those on awnings and umbrellas, and make exquisite key chains as gifts.

C, strengthen marketing planning, and strive to be listed as the designated drink of "China Tourism Industry in 2111".

D, large-scale activities

a, contact local TV stations in scenic spots, and the tourism authorities will make a TV series of scenery films of "Drinks will take you to China", and leave a travel guide for 2-3 minutes, introducing accommodation, travel routes and highlighting safety. This scenery film should be made as soon as possible, which will promote the local tourism economy and facilitate drinks to enter the local market. On the other hand, avoid contact with local protectionism.

b, make each set of 61 or 41 "scenic spots of the motherland" commemorative cards, each with a scenic spot. Each package contains one card, which is generally sold only in local scenic spots. The production requirements are: one of the consumers with the most selection cards is easy to collect and has commemorative value, and is hired as an honorary sales inspector of beverages, enjoying the same treatment as employees and a certain monthly salary, and there are also one, two, three and several commemorative prizes.

3. Sales channels

1) The main lines are along the Yangtze River from east to west and the Beijing-Guangzhou section from north to south. The regional sales headquarters are set up in Chengdu-Chongqing area, Beijing-Tianjin area, Shanghai-Nanjing-Hangzhou area and the four densely populated industrial and agricultural production bases in the Pearl River Delta, including Beijing, Chongqing, Nanjing and Guangzhou.

a. the Beijing headquarters is responsible for the regional sales in the three northeastern provinces, Beijing, Tianjin, inner Mongolia and Hebei.

B. Chongqing headquarters is responsible for regional sales in Yunnan, Guizhou, Hubei, Sichuan and Tibet.

C. Guangzhou headquarters is responsible for regional sales in Guangdong, Hainan, Fujian, Hunan, Guangxi and Jiangxi.

D. Nanjing headquarters is responsible for regional sales in Shanghai, Zhejiang, Jiangsu, Shandong and Anhui.

e. The headquarters of Xi 'an Company is responsible for the regional sales of Shanxi, Henan and Northwest provinces.

2) The five headquarters set up the sales network of tourist attractions in their respective regions, and the dealers of famous tourist attractions (Grade I) directly sold them to retailers for bidding with their reputation, service and popularity.

select cities with dense population, developed transportation and developed economy in their respective regions to establish first-class sales branches or first-class dealers, and gradually establish the sales network of cities in this region, and shrink or expand the network extension according to the local sales situation.

3) The five headquarters are responsible for the business in each region. The corporate headquarters coordinates management, establishes an information system network, collects and feeds back information in time, formulates promotion and marketing promotion plans, and organizes the implementation of the information determined by the corporate headquarters, formulates the distribution quantity, and improves the sales supervision system.

4. Marketing steps (omitted)

5. Precautions

1) Strengthen advertising planning and product planning, especially corporate image planning.

2) timely and accurately collect information, quickly sort out and analyze, adjust the sales plan, and nip in the bud.

3) The risk coefficient of force majeure factors should be fully estimated for the activities carried out in 1997.

beverage marketing planning scheme (2)

1. Activity background

Coca-Cola and Hong Kong Disneyland officially announced their partnership in Guangzhou on April 7, * *, and Coca-Cola took advantage of the opening opportunity of Hong Kong on September 2, * *, and cooperated with Hong Kong Disneyland to launch the promotion of "Drink more and act quickly" to visit Hong Kong Disneyland for free.

Second, the target audience

Young people aged 15-25 are the most energetic and adventurous people, and they are more likely to be attracted by the dreamy and exciting trip to Disney, so they are the main target group attracted by this activity.

III. Activity Form

In addition to the prize-winning form of this "Drink more and act quickly" activity, ten gold-covered pull rings or bottle caps will be collected in exchange for a special gift card with Disney as the background carefully designed by Coca-Cola Company, which will be mailed to parents for free, in exchange for an opportunity to express filial piety and give parents a surprise.

Each greeting card is printed with a lottery number. After the "Parents' Day" (June 31th), Coca-Cola Company will draw a lottery for the greeting card. The winning information will be published in newspapers/online, and consumers will redeem the prize with the greeting card.

The operation form is based on the sales channels of Coca-Cola Company itself, and each box of products is distributed with () cards, and consumers collect ten pull rings or gold covers to the nearest point of sale for cards. It is convenient for consumers to win prizes, and it also makes it easier for Coca-Cola Company to operate and monitor this event.

iv. analysis of the breakthrough point

the activities of beverage promotion are colorful and varied. Only there is no emotional appeal against the background of family.

As the saying goes, a mother's love is like water, and a father's love is like a mountain. Parents' love for their children is the greatest love in the world. Just as the Yangtze River and the Yellow River love the descendants of the Chinese people, so do the five mountains in Huangshan love the sons and daughters of China.

The fashionable and lively young generation, while creating their own world, are also deeply grateful to their parents for their kindness to us. But in a relatively conservative family atmosphere, it is difficult to find an appropriate way to express their filial piety. Although Mother's Day (May 8th) and Father's Day (June 9th) are American festivals, they are increasingly accepted by people all over the world, especially in China. In order to make more target consumers pay attention to and participate in this promotion, we will take the action of expressing filial piety as a bridge between the younger generation and their parents as the starting point.

The Coca-Cola Company's activity of "Uncovering Courtesy and Multiple Surprises" not only provides an appropriate form to express filial piety. You can also get multiple surprises such as visiting Disney, giving drinks and lucky draw, thus stimulating consumers' desire to buy.

V. Objectives

1. This promotion activity is to make the target group pay more attention to this promotion activity of "Drink more and act quickly" to visit Hong Kong Disneyland for free.

2. Attractive publicity at the point of sale, as well as festival cover promotion with the theme of filial piety, so as to achieve the purpose of promoting instant sales and re-selling.

3. expand the influence of this promotion through the integrated communication of special channels and distribution channels.

VI. Communication places

are gathering places for target consumers, schools (high schools/universities) and Internet cafes.

VII. Communication strategy:

1. Heartwarming card design

Heartwarming cards are printed, and the design and publicity copy is provided by Kailu Company. With Disney as the background, Kailu Company adds the copy and publicity theme and makes it.

2. Campus promotion

A. The school will inform you by means of posters, leaflets, etc. at the point of sale, walkways and other activities.

B, mobilize the school students' union, and formulate publicity methods according to the different situations of each school

such as: broadcasting in the school, publishing soft-text reports or interviews related to family in the school newspaper, slightly advertising brands, and informing the students that this activity can be stamped in exchange for information on heart cards, etc.

C, do not use newspapers, television, radio and other air media to inform.

D, the poster is printed, the design and publicity copy is provided by Kailu Company, based on the advertising poster provided by Coca-Cola Company, and the copy and publicity theme are added and produced by Kailu Company.

3. Promotion of Internet cafes

Internet cafes adopt the form of advertising desktop and advertising screen protection. The design and publicity copy is provided by Kailu Company, based on the advertising poster provided by Coca-Cola Company, with the copy and publicity theme added and produced by Kailu Company.

4. Promotion of large-scale stores

Large supermarkets set up sales counters on Saturdays and Sundays, and inform them by ground means such as posters and leaflets.

The large-scale stores adopt the road show combined with on-site promotion, and are held on holidays.

VIII. Roadshow planning

1. Significance and purpose of the activity

A. Increase the brand exposure, increase the attention of consumers in this "unveiling multiple surprises" activity, and increase brand understanding and preference;

B, on-site large-scale activities cooperate with sales promotion to increase sales, ensure the delivery rate of dealers, and improve the confidence of dealers in promoting brands;

C, in the peak season of holiday beverage market, increase the "volume" from the terminal to suppress the voices of other brands and occupy the position;

D, highlight the emotional appeal of Coca-Cola Company on the topic of family with large-scale roadshows, and pave the way for "uncovering courtesy and multiple surprises";

E, build momentum for the promotion activities of "Drink more and act quickly" to visit Hong Kong Disneyland for free and increase sales

2. Theme of roadshow activities

1. Yearning for the dreamy and exciting Disneyland;

2. Affectionate translation with family as the main line highlights the role of greeting cards and arouses the desire to buy immediately;

3. Promotion theme:

"Uncovering courtesy and multiple surprises"

4. Venue

1. The choice of venue is jointly selected by the dealer and the sales representative, and uniformly arranged by the advertising department according to the activity plan approved by the sales department;

2. Major large supermarket squares or nearby squares in various cities (no more than ten minutes' walk), with a performance venue of more than 1,111 square meters and open spaces on three sides, shall not occupy the main roads of urban roads;

3. The dealer shall be responsible for the application for approval of live work, and the site fees such as site fees and management fees shall be paid by the dealer;

5. Activity form and promotion combination

1. Time: April-June, 2115. During this period, the publicity and promotion of activities on the ground should be done first as a foreshadowing. At the same time, the temperature in Guangdong is calm and sunny, and a small amount of rain can be prepared for Double Arch, so the activity effect is guaranteed;

2. Make the activity content and performance form, material preparation, personnel composition and business training according to the communication strategy;

3. The activities will be held on Saturday or Sunday, with touring performances, exhibitions, on-site questions and answers, test drive, lottery and interactive games as the main activities;

4. Promotional contents: According to the promotional contents of "Uncovering Courtesy and Multiple Surprises", it is suggested that the dealer arrange more promotional contents, such as adding small gifts;

activity flow

1. Sales representatives and dealers report the roadshow activity plan in their sales area, including time, place, venue and promotion contents;

2. approval by the business department;

3. according to the summary of each line, the advertising department will arrange the plan in a unified way and give a written reply to inform the agent;

4. The day before the event, road show personnel and props are in place, and they will be installed in the evening;

content arrangement

the activity starts at 11: 11;

content: street dance, the host introduced the activities and called on everyone to participate actively. Sensational sketches, interactive game activities, sales, consultation, etc.

Lunch break at 12: 11

Starting at 14: 31 in the afternoon

Content: theatrical performances, interactive game activities, sales, consultation, etc.

Exit at 17: 11

Interactive game:

1, fast drinking is faster than fast <