Marketing plan for beverage products (I)

1. Planning purpose: To launch Pepsi and strive to become a brand of medium and high-end low-calorie healthy beverage products and improve the popularity of Pepsi drinks.

2. Analysis of marketing environment:

1. Consumer analysis

As Pepsi entered China, it began to change the beverage share of various brands in China. Today, Pepsi-Cola and Coca-Cola have become the top beverage companies in China.

PepsiCo's advertising slogan "Seize the younger generation" refers to the most potential market positioning, which can be seen from its series of advertisements of all-star camp. Young people, who love sports and pursue fashion, often drink Pepsi-Cola and Coca-Cola, Season 5, fruit juice and iced black tea. They like to buy fashionable drinks. After statistical analysis, the data obtained from the questionnaire show that the younger generation of consumers prefer Pepsi (34%) and Coca-Cola (21%), and the situation is a little forced. There are other beverage loyalists.

Some consumers think that Coca-Cola tastes better, but because of the star effect, many post-81s prefer Pepsi's packaging and its advertisements seem to be more fashionable, it is more popular among young people. In addition, Pepsi is slightly cheaper than Coca-Cola, which is more in line with China's national conditions.

from the perspective of consumers' purchasing psychology, consumers' purchasing psychology mainly includes:

buying taste: consumers naturally want to buy drinks that suit their own tastes and hope to meet their needs. Therefore, taste is the first priority for beverage manufacturers.

buy fame: in the same grade of products, which brand is popular will buy the products of which brand, especially in public places. Consumers mainly buy psychological satisfaction and pride.

buying plot: drinks are the main consumer goods of the meeting, and pay attention to emotional appeal and atmosphere when consuming.

buying function: drinks have various functions, cola and tea can clear the stomach, fruit juice is rich in vitamin C, and distilled water is more considerate to people's bodies, absorbing a lot of water and helping people's internal circulation.

2, competitor analysis

1 Coca-Cola background:

"Coca-Cola" is a world-famous brand with a history of more than 111 years. From the time of its existence alone, we can conclude that Coca-Cola is a very successful brand. When we carefully review the growth process of Coca-Cola, we will find that it is also a textbook on brand management.

in 2119-82, PepsiCo set up a factory in China, and together with a bottling plant just completed in Shenzhen, there are more than 31 joint ventures with a total investment of nearly 511 million US dollars. Its Pepsi-Cola, 7-Up, mirinda and Surge, including Asia, Arctic Ocean, Tianfu, Gatorade and Dole, have become household names in China.

Market share of Coca-Cola and Pepsi:

The soft drink industry is led by two giants. Coca-Cola Company occupies 42% market share, ranking first; PepsiCo launched a strong challenge to Coca-Cola with a market share of about 32%. Coca-Cola and Pepsi are the main fighters in the "soft drink war". They fought fiercely for the retail shelves, and the weapons used included: a steady stream of new products, substantial price discounts, a huge sales promotion team, and a huge advertising and promotion budget.

2 is a domestic brand represented by fifth season cola and extraordinary cola. Its marketing features are: good brand effect, more personnel promotion; It has formed the advantage of focusing on a certain region and mapping outward, and established a wide range of marketing channels, with advanced production management, which can become a regional strong brand and have the strength to March to the whole country.

3 is a product produced by small enterprises in the city. They have no brand effect, attract customers at a lower market price, and their production management is backward, mainly facing the rural market.

The market of cola products has formed a market leader with Pepsi and Coca-Cola as the leading brands, while other three mainstream brands including Pepsi have formed a situation of "three chasing one". Some small enterprises have a large number but little influence, but they will exist for a long time.

Third, product analysis

1. Pepsi understands the important position of young consumers in the coke market, so it adopts the "star" strategy to win the high loyalty of young consumers to the Pepsi brand; In order to further develop the young consumer market, PepsiCo has continuously developed and introduced drinks that meet various consumer tastes to enter the market to continuously increase its market share.

2. Product strategy: Only products that consumers like have a market. Increase the individualization of Pepsi brand, and Pepsi's unique, innovative and positive brand personality. Enterprises provide consumers with not only the product itself, but a sense of overall satisfaction. The quality of products is an important symbol to measure products, and the high price is hindering people's desire to buy.

3. Problems and opportunities of products

Problems: (1) The market in China is fiercely competitive, with many well-known beverage brands and a fixed consumer group.

(2) Consumers have also formed certain consumption habits.

(3) The competitors are equal in strength. We should work hard on advertising and the taste of drinks.

opportunity point: (1) opportunities from the market. (2) Opportunities from consumers. (3) Opportunities from the enterprise itself.

iv. strategic plan

1. strengthen the management of sales personnel internally and cultivate high-quality sales personnel. Pepsi-Cola Company adopts a large number of direct sales methods and directly faces the terminal retail market, so it needs a large number of sales staff to promote its products. In today's China market, whoever has mastered the channel terminal will have mastered the consumers; Whoever grasps the consumers will own the market. Therefore, if we have a group of high-quality salespeople, it will play a great role in the promotion of Pepsi.

2. With the popularization of network, network marketing becomes very necessary. First of all, put advertisements on the Internet. With the temperature rising from March to April every year and the arrival of the peak period of beverage consumption, we can focus on putting advertisements on the Internet. Secondly, music competition is one of the most wonderful strategies of Pepsi. Including the theme activities of Pepsi music, superstars, new stars, music cards, music pop charts, bidding venues and so on. As well as competition for activities, it is one of the best opportunities to create for yourself and attract brand attention. PepsiCo launched netizens to vote for Pepsi-Cola's best advertisement on tv on the Internet and so on.

3. Carry out promotional activities on campus, especially on university campuses. Because Pepsi is mainly faced with the younger generation, college students are a huge group of consumers. Carrying out a series of promotional activities on campus can provide Pepsi's popularity, thus achieving the purpose of improving its consumption level.

4. Aim at low-priced products and attract more consumers with low prices. At present, the market competition of carbonated drinks is quite fierce. One standard box (equivalent to 31 bottles of 211ml) of Pepsi-Cola has a profit of only USD 1. Due to the adoption of unified standards, there is not much potential to save costs in packaging and other production links, and the profit mainly depends on "quantity".

V. Promoting Steps

1. Divide the front-line salespeople into WAT (wholesale assistant) and DSD (direct seller), in which DSD is the main force, engaged in direct sales in the market. The work of WAT and DSD mainly includes customer visit, line management, bottle and box management, refrigerator management, shelf arrangement, POP posting, sales and purchase registration, and understanding of competition.

for salesmen, a team management method similar to insurance sales team is adopted. The reward of business personnel is directly linked to the sales performance. Under the premise of the specified base, part of the reward cash is exceeded, and certain welfare rewards are provided. At the same time, regularly arrange training for sales personnel to improve their sales level and pay attention to the overall improvement of sales personnel's quality.

2. In the aspect of network marketing, the music sites, such as MTV and com, have been put in more efforts; At the same time, I also dabbled in sports websites.

3. Campus activities should be selected in a targeted way first, and at the same time, they should not be widely used as the main way of marketing. They can be combined with college students to carry out some sports, talents and public welfare activities. In the activity, you can invite stars to enhance everyone's enthusiasm for the activity, so as to better achieve the purpose of campus activity marketing.

4. Pepsi products are the first soft drinks that consumers see in the pedestrian passage of retail stores, because it will help to attract consumers' attention at the first time and stimulate consumers' impulsive purchases. At this time, the price will directly affect whether consumers buy the product. Positioning Pepsi at a low price will help increase consumers' consumption. But we can't reduce the price excessively, otherwise, it will lead to a lot of losses for Pepsi. Therefore, the first thing to do for its pricing is to conduct market research, and make a reasonable price according to the results of market research and the related expenses of reference cost budget.

VI. Promotion situation and budget

Promotion activities:

1 Invite famous stars to promote Pepsi, and combine their own characteristics with the characteristics of Pepsi drinks to gain popularity. And can introduce sponsors for Pepsi's publicity work.

promotion purpose: to increase the popularity of Pepsi and remind the audience. More combined with Pepsi's slogan, advertising for Pepsi.

Promotion slogan: Take the theme slogan of "Seize the Young Generation" this year as the theme slogan of this sponsorship activity.

Promotion content: Use screen advertisements, concerts or other forms of promotion, and combine the background and cultural heritage of PepsiCo to widely inform all kinds of information and core features of PepsiCo.

Promotion budget: about 2.5 million

2 In conjunction with the National Day on October 1, a large-scale Miss Mei will wear Pepsi-specific clothes and compete in various rounds of competitions. Pick out the best bodybuilding lady in the audience's mind. Give gold, silver and bronze light coke bottles and certificates to the champions, runners-up and runners-up of aerobics.

Promotion purpose: Promote Pepsi's low sugar, and pass on the secret of keeping slim. Increase the audience's psychological satisfaction.

promotion content: printing posters, special issues, tickets, postcards, first day covers and other promotional materials and souvenirs of Pepsi competition.

Promotion budget: about 511,111 yuan

3 There will be prize-winning questions and answers in Guangzhou's bid for Asia. Mainly ask the contestants some basic knowledge about the Asian Games. Look at the number of contestants' answers and then decide to give Pepsi a small gift. Such as Pepsi-Cola, Pepsi-Cola notebooks, Pepsi-Cola sports wristbands, Pepsi sportswear and Pepsi sports backpacks.

Network promotion activities

Banner advertising promotion: size: 461*81

You can directly click on the following websites to enter the Pepsi website, which is mainly a long-term promotion of Pepsi image, advocating consumers to enter the Pepsi homepage and reminding consumers to buy.

the content will change according to the change of activities, and it will be put in for a long time, and the website will be changed in time.

Pop-up advertising promotion: size: 125*125

The delivery time is also introduced according to the activity period of the promotion.

PepsiCo's website: it is divided into company profile, product introduction (including product feedback), sales activities and product games. The web page contains the specific situation of coke, the detailed information of each latest promotion, and some small games combined with the activities.

release time: release all the year round.

media strategy

1. Acceptance habits of target media

White-collar female consumers: pay more attention to information-intensive and business-oriented media, such as newspapers, magazines and the Internet.

the younger generation of consumers. Pay more attention to laid-back, entertaining and fashionable media.

2. Media combination strategy

This advertisement is promoted in Guangdong. Therefore, we should pay attention to the combination of mass media and mobile media in the choice of media. Specifically divided into:? Television and internet are the main offensive media to increase the popularity of publicity. Outdoor advertising and body advertising as long-term advertising.

3. media selection strategy and media budget

media selection order: TV, internet, newspaper, magazine, light box, car body, etc.

TV media: Guangzhou TV Station and Guangdong TV Station

Advantage analysis: released by Guangzhou TV Station and Guangdong TV Station. Guangzhou TV Station and Guangdong TV Station have high ratings, and the columns are suitable for consumers' tastes and more targeted to the audience in Guangdong. Covering the whole area and radiating the whole country.

broadcast the promotional information related to Diet Coke in prime time in Guangzhou TV Station, and broadcast the advertisement of Diet Coke for 15 seconds in Guangdong TV Station and Southern TV Station. Play it 8 times a day on each channel. On August 21th, Stefanie's concert was broadcast on Guangzhou TV Station for about 2 hours.

media advantage: Sohu is a leading new media, e-commerce, communication and mobile value-added service company in China, and a strong Internet brand in the Chinese world. The most valuable users; Large number of people, wide coverage and more target groups:

Netease has 133,111,111 registered users, with an average daily visit of over 315,111,111.

Strong purchasing power: 94% and 32% of registered users of Netease are full-time staff, and 51% and 5% of them live in economically developed commercial cities such as Beijing, Shanghai and Guangdong. According to statistics, 81% and 11% of registered users of Netease have a college education or above.

Unique gender advantage: The ratio of male users to female users in Netease is 13: 7, which is more harmonious than the general websites. There are more ladies on the website.

Strong consumption desire: 85% of registered users are between the ages of 18 and 35, and they have a strong desire to try and are the backbone of consumption.

Magazine media:

Media advantages: The original name of "Customs of Hong Kong" was founded in 1985, with a history of 2118, with a maximum circulation of 811,111 copies. It is a reading that quickly captures fashion trends, enriches the value of women's lives and pursues exquisite intellectual dreams. Mainly for women who are over 25 years old, well-educated, with high economic income and good social status, and at the same time radiate the surrounding groups in this field.

Meimei is mainly aimed at female groups, and it has certain pertinence. Issued in Guangdong.

use full-page print advertisements in amorous feelings magazine, and in Meimei.