The strategic goal of Yinlu beverage marketing is divided into two levels by the project team: from the challenger of plant protein beverage to the leader of plant protein beverage market; With the help of the advantages of "vegetable protein beverage" category, the key to the success of this strategy lies in: subversion-controlling consumers' mental resources by subverting and shuffling the whole "vegetable protein beverage" market, and realizing the occupation of the vegetable protein beverage market by Yinlu; Promote-accelerate, promote and lead the arrival of the era of plant protein drinks, and realize brand growth by using the growth of potential categories. channel
Since Yinlu beverage has been sold in the market for more than ten years, many distributors have continued from the original "large circulation" mode, and some distributors' marketing concepts, management and talents have been unable to keep up with Yinlu's pace, which has hindered the implementation of Yinlu beverage strategy. In view of the problem of "small but rich, not enterprising" in Yinlu's distributor channel, we suggest that we must take advantage of the favorable opportunity of Yinlu's new product listing to attract investment, implement the channel activation strategy with the help of the launch of strong products, the appearance of strong spokespersons, the promotion of strong media and strong partners, reorganize and integrate the channels, realize the comprehensive promotion of Yinlu's beverage channel management, reposition the distributors and redefine the relationship between enterprises and distributors. Realize three changes-from "a good friend" to "a good teacher", from "helping sales" to "promoting (urging each other) sales", and from passive "pushing" to active "rushing to run", so that channel relationship becomes the core competitive advantage of Yinlu beverage.
price
In view of the problems and hidden dangers existing in Yinlu beverage price system, the adjustment of Yinlu beverage price system is combined with the transformation of channel mode and the adjustment of channel function: in the market that retains the original terminal intensive cultivation mode, the profit of dealers is controlled at a relatively reasonable level according to the marketing functions and corresponding costs undertaken by dealers; In the market where Yinlu beverage channel reform has been implemented, we should improve the market expansion and service functions of dealers, adjust or even improve their gross profit space on the basis of fully considering the increase of dealers' operating costs, so as to rationalize dealers' profits and realize a virtuous circle of channels.
product
According to the overall strategic goal of Yinlu beverage as the leader of new plant protein products, Yinlu product line has formulated the general principles of "product focus (plant protein category), variety concentration (PET packaging), multi-variety, multi-channel and full coverage": taking plant protein beverage as a breakthrough, taking plant protein beverage series products as the main core products, and taking modified PET packaging plant protein beverage as the main core varieties, we will develop and supplement plant protein beverages suitable for different packaging channels. Three-piece cans meet the needs of the gift and catering market; Tetra pak meets the market demand for breakfast and complementary food; 1.5L family clothes meet the needs of family consumption, and 500ml catering clothes meet the needs of catering channels). Once you make a move, you can't leave any flaws for your opponent. Consumer research shows that "peanut milk is very nutritious" is the most common cognition of consumers. Peanut blood and milk nutrition are also consumers' most direct associations with this product name, but how can this nutrition be transformed into consumers' perceived selling point? Praise a woman, how much flattery is not as good as the word "beautiful", and every era has the same standard for obvious external beauty. This standard is mostly based on the senses, which is manifested in the skin-a healthy complexion full of sunshine, ruddy, crystal clear, smooth and elastic.
Controlling "white inside and red outside" has become another important topic in brand creation. Fashion stars+strong culture+symbol communication are the three magic weapons for us to control this resource.
1. Cecilia Cheung, a former spokesperson and fashion star: For Cecilia Cheung, if we just blindly use her face, it will be a great loss to establish the Yinlu brand. We need to skillfully use the current halo effect of stars to quickly seize an effective image carrier, so as to maximize the efficiency of the use of stars. 2. Strong culture: The strong and healthy association of "sports culture" makes people excited, but the sports form suitable for Yinlu peanut milk must conform to-mainly women, but without losing competitive beauty; Interactive competition with or without physical contact, equipment is preferred; Outdoor sports are more natural; The mainstream movement in developed countries; There are no other drinks. 3. Symbol: Set a brand button in consumers' minds, make full use of corresponding consumers' mental resources, and gain market competitive advantage.
2. The current spokesperson JJ Lin, the king of Asian music: Yinlu Peanut Milk chose JJ Lin as the spokesperson this time because they have the same temperament. According to senior executives of Yinlu Group, JJ Lin, as a bright star in the fast-developing Chinese music scene, its growing popularity, development prospects and personal image have become important factors for them to join hands. At the same time, JJ Lin, known as the "Power Singer" in Asia, is the best person to interpret the concepts of "real material" and "power" of Yinlu peanut milk. Since the release of the first solo album "Musician" in 2003, it has been ranked first in the sales list of new artists for ten weeks in a row, and the fans got to know Singaporean singer JJ Lin, who was only 22 years old at that time and could write and sing. Since then, JJ Lin has won numerous music awards for his abundant creative energy and special voice, and he deserves to be one of the most dazzling male singers in Chinese music today. As a songwriter. The theme song "Real Me" tailored by spokesperson JJ Lin for Yinlu peanut milk is even more wonderful. JJ Lin's growth in the music world represents a spirit of relying on his own strength, working hard and finally winning success, which coincides with the vision of Yinlu Peanut Milk to find the most "real me" and inherit "China's power" with singing. Exclamation mark has become a symbol that runs through all the communication of plant peanut milk: in packaging, the exclamation mark is redesigned as a visual main element, and the big exclamation mark makes peanut milk jump out of a lot of drinks at once; In TV and print advertisements, exclamation mark and Cecilia Cheung's softball bat promote the youth and fashion of Yinlu peanut milk, marvel at and show off the sunny "white inside and red outside" face brought by Yinlu peanut milk ... After several months of hard struggle, the core concept of Yinlu peanut milk was finally born.