Red wine promotion scheme (I)

I. Foreword

Changyu dry red wine, which is known as the first brand of China wine industry, has the longest history in China wine industry and the best marketing network in wine industry, but in Guangdong, the market share of Changyu dry red wine is seriously inconsistent with her brand position. If Changyu dry red wine wants to make a major market breakthrough, it should mobilize all forces that can be mobilized and formulate a scientific and rigorous marketing plan, so as to seize the market opportunity and occupy more market share in Shenzhen when competitors are not alert.

second, market analysis

first, advantages

1. Changyu dry red wine is a famous brand in China, which occupies the most important market share in the national market and has impressive sales performance in many important cities. Consumers in Shenzhen come from all over the country and are no strangers to Changyu wine.

2. Changyu dry red wine, which has the longest history in domestic wine industry, has the deepest cultural background, which is in line with the psychological needs of wine consumers to pursue high-grade consumption and is conducive to the market speculation of Changyu dry red wine.

2) Disadvantages

1. The dry red wine market in Shenzhen has been occupied by great wall dry red wine for a long time. As a result, great wall dry red wine is preconceived, and its brand image has been formed in consumers' minds, and its brand status is high. No matter from the taste or the cost performance of products, many consumers think that great wall dry red wine is the best, and a lot of work needs to be done to eliminate this concept.

2. Although Changyu dry red wine has a high reputation in China, Shenzhen consumers do not know enough about Changyu dry red wine products. Without a comprehensive understanding of the products, they do not have a high degree of trust in the products, and it is difficult for consumers to form a good brand image, and it is also difficult to agree with the price and taste of Changyu dry red wine.

3. Shenzhen citizens seldom watch CCTV programs, so the advertisement of Changyu wine on CCTV has little effect on Shenzhen consumers.

3) Opportunity Point

The market of Great Wall Wine in Shenzhen is completely in a state of natural sales. Great Wall Wine Company does not have much affinity for consumers, and the market seems to be strong, but the brand foundation is not solid. Moreover, the quality of Great Wall Wine and Changyu Wine is at the same level, and Changyu Wine Company has the dominant background strength. At present, the market of Changyu wine is only 1/5 of that of competitors. Therefore, Changyu wine can quickly establish Changyu's brand image among Shenzhen citizens through various marketing methods and with the help of authoritative media, and seize the market opportunities.

Third, the target market

1. Young and middle-aged people with high economic income who are not good at drinking liquor and pay attention to their lifestyle;

2. Middle-aged and elderly people with successful careers, happy families and stable lives.

Fourth, consumer psychology analysis

Drinking wine requires a specific environment. Different from drinking white wine to get drunk and drinking beer to buy happiness, drinking wine is to get a good mood and taste, so drinking wine pays the most attention to the drinking environment and place.

5. Market strategy

1. Break the position of the Great Wall dominating the boss

Hold a press conference to convey the news that Changyu dry red wine has settled in Shenzhen strongly, and make an analysis through the news media: in the Shenzhen wine market, Changyu will take the position of the market leader alongside Great Wall, posing as a showdown with competitors and making a big splash. At the same time, by means of media analysis, we can use more intense language to stimulate competitors. If we can get competitors to fight back, we can also "talk" with them through the media. The more topics we cause and the more news we pay attention to, the better it will be for Changyu dry red wine. Because in the process of "dialogue", when writing dry red wine with the help of the media, Changyu and Great Wall will be put together, thus greatly speeding up the spread of Changyu dry red wine brand and enhancing the brand image of Changyu wine.

2. Establish the brand image of Changyu wine

Advertise Changyu wine through various means and channels, especially the authoritative news media of the government, whose credibility is still very high, and should be regarded as an important position for brand image building.

3. Renew the concept and guide consumption

In addition to clinking glasses and savoring wine in some elegant places, ... At the same time, wine is rich in various elements, which also makes her have a natural medical function. Drink wine for health care! It creates an added value for drinking wine. Compared with liquor and beer, this is the biggest advantage of wine.

VI. Advertising strategy

1. Promotion activities

Promotion activities are an important part of this marketing plan and the climax of the whole marketing activities. (See the attached page for the detailed plan)

2. Press conference

A press conference will be held 21 days before the event, and several major media will be invited to publish news reports. The theme of the conference is: Changyu dry red wine has entered Shenzhen strongly, Pengcheng dry red wine market is filled with smoke, and Changyu dry red wine will compete with Great Wall dry red wine, creating news hotspots and hype gimmicks.

3. After the interview with company leaders and the press conference of soft-text advertisement

, soft-text advertisement was used for follow-up hype, and the market trend of Changyu wine in Shenzhen was further released, which continued to attract the attention of consumers. At the same time, I lost no time to interview the leaders of Changyu Company in Shenzhen, and made a comprehensive interpretation of Changyu dry red wine, so that consumers could understand Changyu dry red wine, gradually accept Changyu dry red wine and gradually identify with her wine culture.

4. Outdoor billboards

In the downtown area, there are many people, and the effect of publishing outdoor billboards is good.

5. Hold a lecture on wine health care

Promote the value-added function of drinking wine for health care through lectures and other forms.

6. Gift promotion

Gift promotion is a very intuitive and effective means of promotion, and the quality of gifts can directly affect the quality of sales.

red wine promotion scheme (II)

This product is promoted in restaurants, which are commonly referred to as restaurants and restaurants; Only by analyzing the advantages and disadvantages and understanding the market demand in detail can we develop and popularize it better.

Advantages:

1. The product is imported from France, which is a high-quality product and meets the market demand in terms of food hygiene;

2. In today's society, all kinds of pressures and pollution make people more and more in sub-health state, which makes people pay attention to health care; Red wine has a certain health care function, which meets people's health needs;

3. At present, most restaurants provide white wine and beer, while only traditional brands such as Great Wall and Changyu are available for red wine, and the variety is rare, so the choice is small. It provides considerable space for this product.

Disadvantages:

1. At present, the cognitive image of the product brand in the eyes of consumers is very vague, almost zero;

2. The product price is slightly higher, which is also a key for consumers to choose;

3. Most consumers only know that red wine is good for their health. As for why it is good for the body, what are the benefits?

in view of the above situation, we need to spread information to consumers, instill the concept of red wine in consumers, and lead the pure consumption habits of red wine. Determine product positioning, highlight advantages and define consumer groups; So that potential customers have a development process from "unknown-well-known-understanding-heart-action".

The purpose of this promotion activity is to provide brand awareness quickly and increase the trial opportunities of new products. Specific ways are: advertising, product launch conference, various promotions, public relations activities, etc.

Advertising:

1. Post well-designed POP product posters in conspicuous places in restaurants; And erect vertical posters.

2. Lay carpets or non-slip mats with product names and advertising words printed on them at the entrance of restaurants, the entrance of toilets and the performance stage;

3. strive for a good placement position on the wine display cabinet at the restaurant;

4. Set up a special product promotion display platform in the dining place, place DM sheets or brochures introducing products, and use the advertising machine to play the promotional videos of products circularly. If conditions permit, you can make a pyramid-shaped pusher (similar to champagne pusher at a banquet) on this display platform for diners to taste and learn more about the products from the taste;

5. Professional sales promotion personnel wear customized sales promotion representing product image, which obeys consumers' product introduction from the moment they enter the door, and exerts subtle effects;

6. put a special wine label on each dining table so that consumers can see it at a glance. () And provide the hotel with bottle openers and goblets with product labels, which subtly make the products deeply rooted in people's hearts.

Product launch conference:

Because the product is brand-new to the market, consumers know nothing about it; It is suggested that a product launch conference be held at the restaurant, which can also be called a cocktail party; Introduce the knowledge of red wine, the health benefits of red wine, etc., and guide consumers to buy.

1. wine tasting invitation, inviting friends from all walks of life, such as the media and customers, and inviting long-term customers of the hotel with the cooperation of the catering outlets.

2. The layout shall be discussed with the dining point. Balloon arches, nitrogen balls, couplets and other celebration items may be erected at the entrance of the dining point; From the entrance to the stage, a red carpet is laid, and a large backboard marked with products is set at the main entrance of the hotel. The hostess welcomes the guests and leads them to sign in. After the guests sign in, they walk on the red carpet to enter. Elaborate music is put in the venue with audio or video introducing the products. Place the guest's famous brand on the dining table.

3. The host announced the start of the reception and set off cold fireworks. The host introduced the purpose of the activity and introduced the opening program to improve the atmosphere. The host interacts with the guests in the audience by way of question and answer (mainly to ask some knowledge about red wine), and the guests who answer the questions will be given small gifts; Take this opportunity to tell everyone that their understanding of red wine is incorrect or incomplete, and then the host leads out the product representative to explain the knowledge of red wine to everyone. After the introduction of wine knowledge, the host will introduce the next program, and the model will advertise the product in the form of sitcom; Then the hostess invited the guests to open our products together for everyone to taste. The host invited everyone to enjoy the wonderful program again, push it to a climax, and draw a lottery for the guests on the spot. (The prizes are the product and its corresponding accessories, such as bottle openers and goblets with product labels). The host declared the event a complete success and began the banquet. Every guest will receive a souvenir after the break. (Use customized product handbags, product picture books, red wine health care methods, small souvenirs, bottle openers, red wine-shaped lighters, etc.).

all kinds of promotions: the key to consumer spending depends on a price/performance ratio, which is available to all psychological people who take advantage of small things. In view of this, we have launched a variety of promotional methods.

1. price promotion: it is one of the most common and direct promotion methods, which is to reduce the sales price of products (divided into direct price reduction and indirect price reduction) to benefit consumers. Such as specials, discounts, coupons, etc. You can flexibly grasp how much discount the product will get in the first month, or you can get a meal coupon that will take effect the next day when you buy a bottle of product.

2. Gift promotion: a promotion method of giving this product or other products or services in addition to the product according to the purchase quantity or amount. For example, buy two get one free, increase the quantity without increasing the price, increase the bottle opener for products, and give special red wine glasses for products.

3. Reward promotion: a promotion method to stimulate consumers' enthusiasm for consumption with definite material or spiritual rewards, such as opening boxes with prizes, scratch cards, centralized lottery, etc. You can make a serial number and hang a brand for each bottle of products sold; Draw a lottery for the products sold today at the same time every day, and the prizes are divided into one, two and three grades; (such as a bottle of this product, dining discount cards, vouchers, fruit baskets, bottle openers, lighters, wine glasses, shopping bags, etc.).

public relations activities: various cultural performances, witty games, prize-winning questions and answers can be launched to arouse consumers' enthusiasm for understanding products. And for some special festivals, theme programs can be carried out. For example, on 11/14, it is World Diabetes Day, which can be devoted to the topic of the health care function of red wine for diabetics.

The main performances are singing, dancing, instrumental music performance and model wine display. According to Monday to Sunday, the cycle can be carried out to ensure the freshness of consumers. Custom-made carpets are laid on the stage, and the product backboard is made at the back of the stage, so that consumers can naturally see the signs of our products while watching the performance.

Quiz games, prize-winning questions and answers are all led by the host, so as to promote people's understanding of products and stimulate consumption.

This month's program,

Every Monday: cultural performances, including two songs (1 singers), two dances (3 dancers), one instrumental performance (1 performers) and two model products (4 models);

Every Tuesday: a quiz, in which the host reads out the prepared riddles to all consumers in the audience, and gives a souvenir to those who guess the answers; According to the difficulty, the souvenirs are different;

Every Wednesday: I love memorizing lyrics. The host sings the last lyric on the stage, and those who can accurately sing the next sentence will get a souvenir.

every Thursday: cultural performances, the same Monday;

Every Friday: 11: 11, four sticks, the biggest festival. Put up a poster at the entrance, and the door salesman will tell everyone that if our consumers are single today, they can sign up for tonight's activities; The name of the activity is "Who is the cutest beauty/handsome guy in your heart";

Rules (take the boys' edition as an example)

1. The host invited a registered consumer to take the stage and stand with his back to the audience;

2. The host explained the rules of the game and told everyone that if there are single friends here, please stand up temporarily and choose the cutest person in their mind by answering a series of alternative questions;

3. The host asks the consumers on the stage, and after they answer the questions, the unqualified people sit down;

4. Moderator: "Is the cutest girl in your mind taller than 1.65m or shorter than 1.65m?" If the answer is higher than 1.65 meters, then girls standing below 1.65 meters can sit down;

5. Moderator "Is the cutest girl in your mind long hair or short hair?" If the answer is long hair, then girls with short hair can sit down;

6. Moderator: "Is the cutest girl in your mind a single eyelid or a double eyelid?" If you answer double eyelids, then girls with single eyelids can sit down;

7. host