About Wanglaoji Marketing Plan Sample Essay

Wanglaoji Marketing Plan Sample Essay 1 1.? Network marketing environment analysis

Advantages: China's huge population, laid the foundation for the development and growth of herbal tea, no additional restrictions, moderate price, taste is to make most consumers satisfied, for the general public can afford to consume, and willing to consume. There are many brands of herbal tea, Wanglaoji because of its unique brand name and other brands to form a clear distinction, in the memory of consumers to take precedence, the brand name is also the name of the founder of the product, the founder of the product name and brand name of the seamless connection between the brand's sense of history and culture, catering to the Chinese people talk about the intention of the hobbies from this point of view it is not difficult to explain why Wanglaoji has become the indispensable brand of the wedding banquet. Weaknesses: With the innovation of learning technology, all kinds of beverages have been put on the shelves, but the herbal tea is limited to localized areas (Guangdong, South Zhejiang). So it is not easy to be accepted by consumers in other parts of the country. Many consumers can not tell the difference between herbal tea and beverage and general tea, which makes them reluctant to try something new. It is an urgent matter to publicize and promote the efficacy of herbal tea. 2.? Objectives of network marketing 1. Strategic objectives Red Wanglaoji is as a "functional drink", the real motive of buying red Wanglaoji is for "? Prevention of fire"; brand positioning - "prevention of fire drink", its unique value is? --Drinking red Wanglaoji can prevent fire and allow consumers to enjoy life without worry. 2, marketing objectives Red Wanglaoji is competing in the "beverage" industry, and its competitors should be other beverages; choose the five scenes that consumers think are the most easy to catch fire in daily life: eating hot pot, watching football matches all night, eating fried food and fries, barbecuing, and summer sunbathing, to carry out publicity and sales, and to open up the catering venues and create the image of flagship stores in a number of restaurants. restaurants to create the image of a flagship store. 3. Financial objectives Expand consumer demand and pull product sales rapidly. 3.? Network marketing program design (1) the current market of herbal tea brands Wanglaoji: taste more moderate, feel quite suitable for the public taste Jiji high: feel? The strongest flavor and its Zheng: the feeling of the most sugar The key to brand positioning is to find a distinctive personality, unique, different from competitors and consumer interests and demand for differentiated brand appeal point. It is important to be a brand pioneer rather than a follower, as consumers are prone to underestimate the value of followers who enter the market as imitators. As a market leader, firmly occupy the main position 4. Implementation of the strategic plan I. Marketing Objectives To reshape the brand image of red Wanglaoji, highlight the unique value of red Wanglaoji, and establish a unique and long-term positioning for the brand - to truly establish the brand. II.Duration of marketing activities 1.Starting time of each target market?20XX 2.Duration of marketing activities?20XX ------20XX 3.Ending time of marketing activities?20XX III.Marketing activity plan 1.Theme activity plan Mainly positive communication through advertisements. In the television media, the main lock covering the country's CCTV, and combined with the original sales area (Guangdong, South Zhejiang) of the strong local media, plans to invest in 2003 more than 40 million yuan. Planned for November of the same year, and then spent a huge amount of money to buy the CCTV 2004 prime advertising time. On the ground promotion, in addition to the traditional channels of pop advertising, with the development of new channels of catering, catering channels for the design and layout of a large number of terminal materials, such as the design and production of electronic displays, lanterns and other catering establishments are happy to accept the practical items, free gifts and so on. In the choice of communication content, the product packaging as the main visual elements? ,advertising copywriting and planning, focusing on publicizing a message: "Fear of fire, drink Wanglaoji". The on-site prompts in the catering places are to be matched with the TV commercials. 2. Derivative activity plan Mainly focus on the theme of "Fear of fire, drink Wanglaoji" and carry out all kinds of promotional activities. The company should hold the scratch card activity of "Wanglaoji in summer, green water and green mountains". Consumers who scratch the words "Wanglaoji in summer" will receive two tickets to a local summer resort and a two-day free stay at a local resort. At the same time, in the promotional activities for intermediaries, the company, in addition to continuing to consolidate the traditional channels of the "Gadobao Sales Elite Club", should also implement the "hot pot store market" and "cooperative hotel" program. In addition to continuing to consolidate the "Gadobao Sales Elite Club" in traditional channels, the company should also implement the "Hotpot Shop Market" and "Cooperative Hotel" programs, selecting major hotpot stores and restaurants as "Wanglaoji Sincere Cooperative Shops" and investing funds to carry out holiday promotional activities with them***. 5. Evaluation of the effect of the planning program? Wanglaoji's success story is still a lot of marketing people talk about, from the Tianya Forum, a "drink down Wanglaoji" post triggered a focus on Wanglaoji, Wenchuan earthquake, a hundred million donations at once so that Wanglaoji became a national hero, quickly red across the country, open sales, continued to the Statue of Liberty in front of the boat event, so that the brand image of Wanglaoji has received a lot of attention, and the brand image of Wanglaoji has received a lot of support. Wanglaoji's brand image has been the fastest to improve and consolidate. The same 100 million dollars, but let Wang Shi and Vanke into the crisis door, in the hearts of consumers greatly reduced. This is the power of network communication and China's nearly 300 million Internet users. As the saying goes, "the one who gets the people's heart gets the world", so no matter whether it is network marketing or public relations activities, it is especially important to respect the wishes of consumers and the public, and to grasp the psychology of the audience groups. Network for the enterprise's public relations communication provides a diversified platform, enterprises in the development of network communication project before, should also have a dynamic, continuous understanding of the consumer, and in the project to carry out real-time monitoring of public opinion, tracking and attention to guide the group issued by the enterprise, the brand and service-related information and to be resolved in a timely and frank attitude, in a way that consumers can accept to do! "Silent". At present, the network media is relatively decentralized, and there are different forms, such as news, search, community and so on. It can be said that the network is an ocean of information, every day there is a large amount of information of varying quality in front of the netizens, enterprises want to stand out from the many information, by the audience's general concern, we must understand the characteristics of the distribution of network media and dissemination of the law, and thus the effective combination of media, or else it is easy to fall into the information ocean. At the same time, in the absence of "gatekeepers" of the network world, how to maintain the credibility of the information, how to make the monitoring to keep up with the information to get good feedback and circulation is also a business need to think about. First of all, we need to recognize the nature of the network and public relations, respect for consumers and enterprises themselves. Now there are some companies and individuals on the network to denigrate competitors, abuse, this practice is very undesirable, not only can not achieve the desired 'effect, but also may cause consumer resistance. PR should be based on respecting the facts and choosing a way that everyone likes and can easily accept through the appropriate media and channels to effectively disseminate information to the audience. Only by respecting the facts and the actual interests of consumers, the communication can be recognized and get good feedback, and the message can get a virtuous cycle. Wanglaoji Marketing Plan Sample 2 Wanglaoji Herbal Tea is the leading brand of Chinese herbal tea and the representative of Guangdong herbal tea culture. Herbal tea is a kind of "medicinal tea" boiled by Chinese herbs in Guangdong and Guangxi, which has the effect of clearing heat and removing dampness, etc. Among the many old herbal teas, Wang Lao Ji is one of the most popular. Among many old herbal teas, Wanglaoji is the most famous. Wanglaoji herbal tea was invented in the Daoguang period of the Qing Dynasty, 175 years ago, is recognized as the originator of herbal tea, and has the name of "King of Medicinal Tea". In modern times, Wanglaoji herbal tea has spread all over the world with the footprints of Chinese people. I. Marketing environment analysis (a), beverage market overview 1, market size The size of the beverage market is increasing, the number of consumers drinking beverages has increased in the last two years, the beverage market capacity is constantly expanding, the entire beverage industry market outlook. According to relevant data, in the beverage market from 1999 to 2002, the golden growth period, the old bottled water and carbonated water drinks trend of growth is weak, has been two consecutive years of negative growth; the new functional beverages and tea beverages in the past two years, the growth rate has stabilized, a steady rise; the most obvious increase in the number of fruit juice drinks. 2, the market composition of the beverage market carbonated beverages, bottled drinking water, tea drinks, as well as fruit juice drinks four categories. 3, market hot spots Functional drinks will be hot beverage market, with China's urban residents living standards continue to improve, people's consumption of beverages demand has also changed significantly. Drinking beverages is no longer just to quench their thirst, and hope that the drinks can provide such as fire, beauty, replenishment of essential trace elements in the human body and fitness and other additional health functions. Drinks with specific functions will become another important market segment in the beverage industry in the future. (B), the marketing environment analysis of the summary 1, disadvantages and threats (1), the biggest threats and challenges are mainly from the multinational beverage brands and local beverage brands of the whaling of the homogenization of competition, homogenization of the competitive situation is not only manifested in the homogenization of the product, but also for the advertisement to shape the homogenization of the brand image, so that can not effectively form the brand personality and achieve market segregation. (2), the white-hot brand competition, brand consumption of centralized and lagging business concepts and other factors have become a constraint on the development of the enterprise "bottleneck". (3), brand concentration: mixed fruit juice is the highest, water/tea drinks is the lowest; (4), most of China's local beverage companies to implement decentralized operations, the scale of the general smaller; regional beverage brands are more, the real beverage market in the country has an impact on the brand-name products are only a few. Advantages and Opportunities (1), the development of local beverage companies have begun to take shape and gain consumers' favor with their famous brands (2), the diversification of consumer demand for beverage new product development to provide a broad market space With the progress of society and the continuous improvement of the standard of living, consumers are beginning to pay more attention to the development of self-improvement, which is mainly manifested in the nutritional composition of the beverage products and whether it is natural and healthy, green and fashionable, and other higher level of mental health and taste. The main manifestation of this is a higher level of psychological demand for the nutritional content of beverage products and whether they are natural and healthy, green and fashionable. (3) Increasingly segmented consumer groups provide opportunities for beverage companies to carry out target marketing Different beverage groups have different beverage consumption needs, and these differences are manifested in the taste, brand, price, packaging, promotions and advertising styles and other areas in which consumers come into contact with the products and information, and this highly segmented market provides unlimited space for beverage companies to expand their markets. 3. Key Issues Embodying the unique value of Red Wanglaoji, establishing advanced brand management concepts and standardized operation modes II. Consumer Analysis 1. Consumers' Overall Consumption Situation (1) 1/4 consumers said that the number of beverages they drank in the last two years basically remained unchanged, and only a small number of consumers reduced the number of beverages they drank in the last two years, which indicates that nearly 1/2 of consumers are drinking more and more. This shows that the number of consumers drinking beverages is increasing, the capacity of the beverage market is expanding, and the market outlook of the whole beverage industry is favorable. (2) According to the analysis of the market survey, there are more and more consumers who drink functional beverages, while the number of consumers who drink carbonated beverages and water beverages will gradually decrease. (2) Consumer Behavior Analysis Among the many factors affecting the purchase of beverages, "good taste" ranks the highest, with a proportion of more than 50%. It can be seen that taste is the most important factor affecting the purchase of consumer groups. Secondly, the influence of price cannot be ignored, and it is listed as the second most important factor influencing the purchase. At the same time, brand awareness, shelf life, ease of purchase has also become a common consideration when people buy the heavier factors, in addition, the impact of advertising is also quite important, the U.S. Department of Health, the packaging on the purchase of a certain degree of attraction. Third, the product analysis 1, the existing beverage product analysis of the existing beverage product shortcomings: The survey shows that the existing beverage product shortcomings are: 1. too many products, can not distinguish between good and bad; 2.*** sex is too strong, the project planning, personality is too little; 3 brand clutter; 4. lack of nutrients; 5. too much carbonated beverages; 6. supplemental strength of the beverage is very little;? 7. single function. 2, product life cycle analysis Various types of beverages in the market is at a different stage, the market space and expansion strategy also shows great differences. Carbonated beverages have entered the product maturity period, brand concentration is very high, companies can expand distribution channels and market coverage to achieve efficiency growth; juice drinks and tea drinks are still in the product growth period, the market space is still very large. Now the consumption of tea drinks in many places still belongs to the cultivation period, I believe the market outlook is very broad. At the same time, some emerging growth of beverage types such as health and sports functional drinks are also expected to become the next economic growth point of the beverage industry, the current market of such beverages are not yet the main products, consumer demand has also shown a clear growth trend. 3, the brand of the product analysis of the brand pattern is increasingly diversified, foreign brands to Coca-Cola and Pepsi mainly, the domestic brand to Wahaha, Master Kong, unified three major brands. Tea drinks, for example, after Master Kong, unified, Wahaha and many second-tier brands are still gaining in the mainstream tide. Brand concentration in carbonated beverages and mixed fruit juices is the highest, while water/tea drinks is the lowest. Fourth, the competitive situation of enterprises analysis 1, the position of enterprises in the competition Gadobao Group is a large-scale professional beverage manufacturer based in Hong Kong, launched the first red cans of "Wanglaoji" in 1995, and set up a production base in Changan Town, Dongguan City, Guangdong Province, China, in 1999 in the form of foreign investment. After obtaining the "Wanglaoji" brand management rights, the sales performance of its red Wanglaoji drinks for six or seven years in a lukewarm state. 2, the enterprise's competitors Domestic competitors: Wahaha, Master Kong, unified? Huang Zhenlong Herbal Tea, etc. Foreign competitors: Coca-Cola? Comparison between the enterprise and its competitors Opportunities and threats Opportunities: In the study of the consumer's view of competitors, found that red Wanglaoji's direct competitors, such as chrysanthemum tea, cool tea, etc. Due to the lack of brand promotion, only low-priced penetration of the market, and did not occupy the "prevention of fire" beverage positioning. Cola, tea drinks, fruit juice drinks, water, etc. obviously do not have the function of "preventing fire", only indirect competitors. Threats: Outside of Guangdong and Guangxi, people don't have the concept of herbal tea, and mainland consumers don't have the concept of herbal tea. "? Reduce fire?" ? s needs have been filled, mostly by taking medicines such as Niu Huang Antidote Tablets. The difficulties of making herbal tea are numerous, and making beverages is also in crisis. If you look at the entire beverage industry, Coca-Cola, Pepsi as the representative of carbonated beverages, Master Kong, unified as the representative of tea drinks, juice drinks is in the unshakeable market leadership. Advantages and Disadvantages Advantage: Among the many old herbal teas, Wanglaoji is the most famous. Wanglaoji herbal tea was invented in the Qing dynasty during the Daoguang period, so far there have been 175 years, is recognized as the originator of herbal tea, there is a "king of medicinal tea", India. In modern times, Wanglaoji herbal tea has spread all over the world along with the footprints of Chinese people. Weaknesses: The red Wanglaoji is burdened by the brand name, and it is not well accepted by the Guangdong people as a drink that can be consumed regularly. In another major sales area in southern Zhejiang, consumers will be "red Wanglaoji" and Master Kong tea, Wangzai milk and other beverages, as the best-selling products in the region, the company is concerned that the red Wanglaoji may become a fad that comes and goes.