Afraid of fire, drink Gadobao! The original formula is still familiar with the flavor. This is the classic advertisement words of Gadobao, the following is the classic advertisement words of Gadobao that I bring to you.

1, authentic good herbal tea, authentic good voice

2, afraid of fire, now, drink Gadobao, the national sales of the leading red pot of herbal tea, renamed Gadobao, or the original formula, or familiar flavor. Fear of fire, drink Gadobao!

3, authentic herbal tea Gadobao

4, over the auspicious year, drink Gadobao, the nation's leading sales of red cans of herbal tea, renamed Gadobao. Or the original formula, or familiar flavor.

Gadobao advertising plan

I. Introduction

In today's growing society, people are more and more able to enjoy life. But at the same time, people are also more and more to pay attention to the quality of life.

The reality shows that the health of life can not be separated from healthy habits, healthy lifestyle and healthy diet, healthy diet is inseparable from Gadobao. Gadobao is based on the selection of herbal materials, the use of advanced scientific methods of brewing, with the effect of clearing heat and reducing the fire is not available in other products.

For the current stage of the situation and the existence of the problem to make this plan, is conducive to solving the current stage of the situation and the existence of the problem.

This plan mainly focuses on the problems that exist nowadays, and puts forward solutions and suggestions in favor of solving the current situation. It is hoped that this plan can bring new prospects and new sales for Gadobao.

Second, market analysis

2.1 Company and product history analysis

Gadobao Group is a large-scale professional beverage production and sales enterprises based in Hong Kong, respectively, in Beijing, Zhejiang, Fujian and Guangzhou to set up production bases. The chairman of the group is Chen Hongdao, known as ? The King of Herbal Tea? He is now the chairman of Gadobao Group and Hong Kong Hongdao (Group) Limited. Under his leadership, Gadobao Group attaches great importance to its own image and brand building, and has set up the Gadobao Poverty Alleviation Fund. Gadobao Poverty Alleviation Fund? , which has persisted in the front line of disaster relief, poverty alleviation and public welfare for all for many years. The red canned 'Gadobao' is the number one brand in the herbal tea industry.

In the past 17 years, Gadobao has always attached great importance to advertising and marketing, the promoters of Gadobao herbal tea and The Voice of China *** with the same with the original flavor, authentic brand connotation as a combination of the program's high attention and popularity of the program as an indirect means of publicity, expanding the visibility of the renamed product, eliminating the loss of ? Wanglaoji? The adverse effects of the trademark, emphasized the authenticity of Gadobao's characteristics, and positioned itself as the herbal tea brand leader, further stabilizing and improving its market position and brand image.

The market is now in a more complex ? Post-herbal tea era? , there are both opportunities and challenges for Gadobao, and the challenges come from getting ? Wanglaoji? The challenge comes from the rapid rise of herbal tea producers led by the trademark Guangzhou Pharmaceutical Group, with the Guangzhou Pharmaceutical Group to improve production capacity and raw material supply problems, Gadobao herbal tea will face more and more pressure. The opportunity is that under such pressure, Gadobao has the power to shape a new differentiated brand image and stabilize its own brand character, and it is clear that Gadobao is also working hard to accelerate the process, since the name was changed to Gadobao Herbal Tea in 2010, the Gadobao Group were held in the 2010 Asian Games in Guangzhou, the London Olympics in 2012 during the PR campaign to open up the brand's international marketing strategy, and the Gadobao Group is the first Chinese national brand to be launched in China. As an outstanding representative of Chinese national brand, Gadobao is relying on international large-scale sports events to accelerate the internationalization process and become a world-class beverage brand.

2.2 Product Analysis

Existing beverage product analysis, existing beverage product deficiencies: the survey shows that the existing beverage product deficiencies are: 1. too many products, can not distinguish between the good and bad; 2. **** sex is too strong, the project planning, personality is too little; 3 brand clutter; 4. lack of nutrients; 5. too many carbonated beverages; 6. very few beverages to replenish the physical strength of the drink; 7. Single.

Product life cycle analysis of 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 of the emerging growth of beverage types such as health care and sports functional drinks are also expected to become the next economic growth point of the beverage industry, the current market for such beverages are not yet the main product, consumer demand has also shown significant growth trend.

Brand analysis of the product brand pattern is increasingly diversified, foreign brands to Coca-Cola and PepsiCo-based, domestic brands to Wahaha, Master Kong, unified three major brands. Tea drinks, for example, after Master Kong, unified, Wahaha and many second-tier brands still gain in the mainstream tide. Brand concentration is highest in carbonated drinks and mixed juices, and lowest in water/tea drinks.

2.3 Consumer Analysis

2.31 Consumers' Overall Consumption Posture

Consumers in Guangdong consume Gadobao mainly at barbecues, hiking and other occasions. The reason for this is no more than ? Eating barbecue is easy to fire, drink a can first to prevent? The reason for this is that it is not a good idea to drink a can to prevent the fire. May be on fire, but this time there is no need to eat ox-huang detoxification tablets?

South Zhejiang, drinking occasions are mainly concentrated in? The main reason for this is the fact that it is not a good idea to have a good time, but it is a good idea to have a good time. In the process of understanding the local dietary culture, the researchers found that consumers in the region are not interested in the? fire? The concern is even worse than that of Guangdong, such as plum preserves and Coca-Cola on the table of consumer symposiums, which are said to be? fire? The consumer symposium table words plum candied fruit, Coca-Cola are said to be on fire? And their evaluation of Gadobao is? Will not be on fire? The company's products have been recognized by the public as "healthy". Healthy, children and the elderly can drink, will not cause fire? These perceptions may not have a scientific basis, but this is what is in the minds of consumers in southern Zhejiang, and this is what the study needs to focus on as the ? The only fact?

All of these perceptions and purchasing consumption behaviors of consumers suggest that consumers do not have a? treatment? requirements, but rather as a functional beverage purchased, the real motivation for buying Gadobao is for ? Prevent fire?

2.32 Existing Consumer Analysis

1. Composition of Existing Consumer Groups

There are more than 100 million existing consumers of Gadobao, most of them are around 30~40 years old, with stable occupations, relatively abundant income, high cultural level, mainly distributed in the central and northern part of the country.

2. Consumption behavior of existing consumers

Consumers buy Gadobao generally in the barbecue, hiking, dining out, parties, family, etc., and the reason is to prevent fire, but do not think that it is necessary to take anti-inflammatory drugs are generally purchased and hotels, supermarkets or shopping malls, and so on.

3. Existing consumer attitudes

Consumer evaluation of Gadobao? Will not be on fire? ,? Healthy, children and the elderly can drink, will not cause fire? These perceptions may not be based on scientific evidence, but this is what is in the minds of consumers, and this is what needs to be focused on? It is the only fact that needs to be paid attention to. Compared to other beverages or herbal teas, consumers have a preference for Gadobao. These consumer perceptions and purchasing behaviors suggest that consumers do not have a preference for Gadobao. treatment? but rather as a functional beverage, and the real motivation for purchasing Gadobao is to use it for? Prevent fire?

2.33 Potential Consumers

1. Characteristics of Potential Consumers

Potential consumers are around 50 million people, aged around 25 years old, in the development of their careers, with good prospects, and well educated. In addition, there are many children, women and the elderly are also potential consumers of the product.

2. Purchasing behavior of potential consumers

Potential consumers generally buy cola or tea drinks, and do not have a special purchase plan, not particularly in favor of a particular beverage.

3. Potential consumers are attracted to the possibility of the brand

Potential consumers of Gadobao's awareness of the Bureau for the fire-reducing beverages, in dry climates or regions, or the case of fire, the possibility of being attracted to the brand is very large, more than sixty-five percent, and the degree of satisfaction of more than seventy percent, because the potential consumers of the Gadobao does not have a ? treatment? requirements, but rather as a functional drink to buy, the real motivation to buy Gadobao is for? Prevent fire?

2.34 Summary of Consumer Analysis

1. Existing Consumers

Gadobao has a great advantage, the threat lies in the low price of other herbal tea beverages, but Gadobao has a deep position in the minds of the consumers, and its advantage also determines its high price is accepted by the majority of consumers.

2. Potential Consumers

The opportunity is that Gadobao has a fixed influence, and there is a considerable temptation for potential consumers, and there is a great opportunity for consumers to choose it, and the threat is that in the competition with other herbal tea beverages in the market, so that the potential consumers to accept the price, and to highlight the characteristics of this product, the fire-reducing beverage, sweet tea.

3. Target Consumers

The target consumer groups are generally relatively highly educated, and have a certain pursuit of life, have a good income groups, and their **** the same demand is generally as a functional beverage to buy, the real motivation to buy Gadobao is used to ? Prevent fire? , so should highlight the characteristics of this product, can reduce fire herbal tea drinks.

2.4 Competitor Analysis

Hot summer, continuous high temperature, easy to cause hair on fire. People usually choose to drink herbal tea to reduce the fire. But there are many varieties of herbal tea on the market, dazzling. In the end, the effect of these herbal tea, how to choose the right herbal tea for you?

Tencent.com has launched a scoring campaign on the efficacy of herbal teas since the beginning of August. The campaign went to five large communities in Guangzhou, namely Yuexiu, Tianhe, Haizhu, Baiyun, and Huangpu, and invited the residents to participate in the scoring and experience of the efficacy of herbal teas. At the same time, a special page was set up on Tencent Dayue website for netizens to apply for experience and scoring. The final results will be presented in the form of total scores and average scores of major effects.

2.5 Analysis of advertising opportunities

SWOT analysis to analyze the environment it is facing: looking at the entire beverage market, the price difference is not very large, the battle for market share is the battle for brand awareness. If Gadobao wants to be in the smoke that it has stirred up

3.1 Advertising Objectives

To provide healthier drinks for young people and to be the best choice of drinks.

3.2 Advertising theme and positioning

Concerned about your life, health from the young. In view of the unreasonable dietary structure of young people nowadays, favor carbonated beverages, research shows that there is a little bit of damage to the body in the long run, and Gadobao has a 175-year history, with a strong Lingnan characteristics of the brand a long time with cultural heritage, and at the same time has the effect of clearing away heat and detoxification, clearing the lungs, moistening dryness and relieving the summer heat, and it is a representative of the Chinese characteristics of the herbal tea. The red color of the packaging gives people a warm and energetic feeling. For young people who live an irregular and slightly restless life, Gadobao products can bring freshness and comfort, but also make people uplifting and positive, which is the best choice for young people.

3.3 Advertising creative expression strategy

Extended Gadobao beverage advertisement? The video advertisement is designed with the real university campus life as the background, selecting different occasions to show the different life status of young students, and putting the characteristics and concept of Gatorade drinks into the campus culture, highlighting the concept of focusing on life and health from the young. The color tone is either contrasting with light and dark, or corresponding to become interesting, which skillfully combines the contemporary style of young students and the product characteristics, and y penetrates into the hearts of the people. Together with the simple line decoration, it really and vividly infects everyone. Let people feel that Gadobao is the best choice.

(Example: Stadium: with sports as the background, near and far, distinct and lively, and Gatorade's vivid and enthusiastic packaging is bright and eye-catching. At the same time hearty classmates and cool and soothing product characteristics are both a mutual demand and a metaphorical contrast, deep in the hearts of the people. Plus the appropriate words and phrases, properly showing the concept of health from young)

3.4 Advertising Media Strategy

The planning of the media mix:

1. Network media, such as microblogging, community and other social media can be used to promote.

2. Print media, such as newspapers, magazines, postal advertising, posters, sample brochures, instructions. Newspapers and magazines are one of the main media used. To give full play to newspapers and magazines wide circulation, fast time, read more often, readers and regions can choose, the introduction of goods can be detailed, can show the role and purpose of adding points. In the selection of newspapers and magazines to pay attention to the target consumers, target markets. At the same time to consider the competitive strategy; postal advertising, posters, sample brochures, manuals, point-of-sale banners: the role of these media, mainly in conjunction with other media, in line with the peak season of sales, set off a large-scale advertising campaign to achieve the purpose of increasing sales.

3. Television advertising, television advertising forms can fully express the role of Gadobao herbal tea and its own connotation.

4. TV specials and documentaries can make full use of the feature of not being limited by time to introduce the origin of Gadobao herbal tea and the story of Gadobao company itself.

5. Outdoor advertising, such as road signs, is a visual time-long media, publicizing a wide range.

3.5 Promotional measures

With some shopping mall promotions to attract consumers, you can do some trial and complimentary activities to cultivate their interest and goodwill towards Gadobao herbal tea, and ultimately to achieve the purpose of making consumers continue to spend.

IV. Advertising budget

V. Measurement and prediction of advertising effect

5.1 Prediction premise

Because of the free competition in the market economy, in order to achieve the predicted effect and goal, the following issues must be implemented according to the plan:

1. Supervision of the advertising effect

2. Management of the feedback of the advertisement

3.

2. What is the effect of the advertisement in changing consumers' attitude

The increase of people's health consciousness makes consumers have new choices, and the market demand for fire prevention and fire reduction increases.

3. What is the effect of advertisement in direct promotion

Gadobao has not only entered into various superstores, but even into restaurants and bars.

4. What is the effect of advertising in other aspects

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