Brand planning model five
Brand planning Part 1Activity background:
With the increasing speed of network development, we are surrounded by rapid changes every day, we are also more and more will be able to give their own amazement to these constant surprises. In recent years, more and more websites into the lives of the people, for the people's life and work to provide more convenient. xx network, it can serve as a bridge between the business and the people, better for the business services, better for the people to bring benefits. So xx net more need to deepen their own brand in the hearts of the people, the formation of a strong brand effect, so that the people and businesses mutually beneficial, to achieve *** win.
First, the purpose of the activity
The whole xx network brand promotion into the city of Harbin, so that the people know more about the xx network, through the xx network on-line, off-line exchange or discount. And then mapped to the city of Harbin, within the city to improve visibility.
Second, the name of the activity
All xx network and the brand promotion of the special merchants
Third, the time of the activity
XX October 1 - XX October 3 (according to the changes and changes, such as the venue of the limitations of the factors)
Fourth, the location of the activity
Capitol Square (Ed store)
The city of Harbin, the city of Harbin, the city of Harbin, the city of Harbin, the city of Harbin, the city of Harbin, the city of Harbin, the city of Harbin.
V. Organizers
Sponsored by the xx.com Harbin Operations Center, the merchants co-organized.
Six, the main object
Mainly for consumers with xx card.
VII, the form of activities
In the activities of the site display, exchange of physical goods, and the company's relevant personnel in charge of the display of the product and the explanation of the function of the xx network, the site distribution of the display of the book, before and after the posters, easy to post, and to do the relevant opinion survey feedback, and so on.
VIII, the activities of the division of labor
Before the event: 1. Marketing Department to talk about the relevant title business. 2. One week before the start of the event, the marketing department to organize the distribution of flyers to ensure that the timeliness of the publicity. 3. The flyers are required to have a certain expression to introduce the approximate time and content of the event. Distributed in the vicinity of the various cooperative merchants, the purpose is to allow consumers to get more xx card.3. In the major forums, posting, microblogging, published relevant publicity information.4. By the organization of the staff to contact the venue, the venue equipment, purchase of products, set up the venue, and prepare the feedback form of the survey.5. Expected to be good in the activities of the problems that may arise, and to do a good job of preparation and solutions.
Activity: 1. staff with the setup of the venue, including tents, tables and chairs, product placement, audio microphone debugging, preparation of the display book and the relevant forms and documents. 2. distribution of the display book should be xx network related functions explained in detail, is the value of consumers clear, understand, agree with the model of the xx network, the organization of personnel to maintain the order of the site staff, record the variety of products exchanged, the number, information, opinion polls feedback, the number of products exchanged, the number of products exchanged, the number of products exchanged, the number of products exchanged. The company's main goal is to provide the best possible service to its customers, and to provide the best possible service to its customers in the future.
After the event: 1. The marketing department is responsible for cleaning up the site hygiene, recycling work tools. 2. Statistics on the variety and quantity of products exchanged, information on the exchanger, feedback on opinion surveys, recycling and other nominal value xx card, inventory of the remaining products. 3. Integration of feedback on opinion surveys, and summarize, analyze, and solve the problem of opinions. 4.
Nine, cost accounting
Venue costs: mall front door entrance x meters xx yuan xx yuan xx card replacement (the actual cost of xx yuan) - I see here have to marvel at the thinking of the old boss, really high people!
Equipment: four corners of the shelf, tables and chairs, xx yuan sound, etc. xx yuan
Master of Ceremonies: xxx yuan
Dispatchers xx xx during the event xx yuan pre-event publicity wages xx yuan
Poster flyer albums xx yuan
Redemption of the list of products:
Brand Planning Part 2Case: XX is a convenient rice noodle production enterprise , the brand of the product is the same as the company's name, the full name of the XX rice noodles, the product put on the market, sales flat, how can their products from the many rice noodles stand out? Enterprises have found the marketing experts, the following is the brand planning process of marketing experts.
A positioning
1, Guangdong, Fujian, Zhejiang market research shows that: the convenience of the rice noodles due to meet the consumption habits of the southern region, but also non-fried, non-fire characteristics, is an increasingly strong trend in favor of consumers.
2, more and more companies are driven by the larger interests to enter this market, promoting the development of demand.
3. The operation of convenient rice noodles basically follows the model of instant noodles.
"Positioning for the product is the most important part, many companies have a business misconception: trying to serve all the people, trying to make money for all the people. But this is certainly not possible, in the market segmentation has been done so far today, it is impossible to have a product for all people. So, for brand positioning, the purer the more powerful the simpler the more penetrating."
Second, to determine the consumer groups
Experts in their own research results found a phenomenon: in the consumption of convenient rice noodles, female consumers accounted for more than 70%, of which more than 80% for the young group of 16 to 25 years old, the main reason for them to buy is to eat it does not get hot, helps to lose weight.
"Since more than 70% are young female consumers, this segment should be treated as the target consumers. For this kind of mature market, it is most important for a product to seek a breakthrough point and to capture and hold on to the existing consumers."
The reason why we need to determine the consumer group first is because this is the most basic work, and thereafter the marketing planning activities should be centered on this group. xx As a latecomer to cut into the already mature market, it is still very difficult.
Third, cut into the market
1, the competitive environment. First of all, the competitive environment. The first few brands to enter the market has formed a greater influence on consumers (especially in the Guangdong market). They have a strong technical and scale advantage in the satisfaction of basic consumer needs.
2, its own strength.
XX is with the main competitors are not comparable to the technical and financial strength, the traditional way to enter the market, can only rely on price impact as the main means to share a piece of cake, so it is difficult to form a core advantage. Looking at the current situation down the road, XX has no advantage to speak of. "Opportunities always exist, in this case it is necessary to look for competitors' strong in the weak, which is often referred to as differentiation." Experts have their own tips for dealing with this situation.
Fourth, the experts found:
※ The competitor's strong role in the consumer is as convenient as instant noodles, rice noodles.
※ basically are the original brand extension of the instant noodles in the instant rice noodles
※ between the brands is only a symbolic difference, the lack of ideas, human personality
So, the experts found XX's point of opportunity:
※ to improve the competitive threshold
※ to do the independent brand
※ personalized marketing
※ Improve the brand humanistic content
Comprehensive reasons, experts believe that: the field of rice noodles has not yet appeared to women as the main demand point of the brand, women's rice noodles market potential demand is far from being tapped, consumption basically stays at a low level, personalization, mood, fashionable market space is huge, and XX long-term accumulation of brand advantages, channel advantages, technology and processing advantages can easily be converted into market resources for rice noodles. The brand advantage, channel advantage, technology and processing advantages accumulated over a long period of time can be easily transformed into the market resources of rice noodles, and has the opportunity to become the first brand in the field of female consumption of rice noodles.
Therefore, the marketing experts finally positioned the product: to do the first brand of rice noodle women's consumption market. Positioning is only the first step, whether consumers can accept is the key: then how to make female consumers accept it? Experts from the role of food to find opportunities.
The role of food can be basically divided into four levels: food? Nutrition ? Emotional tone.
At the level of food and flavor, the competition is in a highly homogenized state, these two elements have become the basic starting point for entering the market. But at the level of nutrition and mood, is a relatively weak competition in the field, although there are a lot of products are also in these two areas of effort, but mostly stay in the empty slogan stage, so this area has a lot to do.
For female consumer groups, want to impress them, the first thing to dig female consumer groups nutrition and mood behind the platform of the real needs:
* Nutrition behind the health, mood 'behind the feeling;
* The goal of health is a balanced diet, the feeling of the goal is to get a positive evaluation of the community;
* Positive evaluation of the core of the female Consumer groups want to be beautiful women with taste and mood.
So to impress this group, meeting these requirements is a must.
1. Market and environmental analysis
1. Analysis of the current situation of the brand
M brand is the first domestic "fish" as the concept of the theme of casual dining, in this increasingly advocate the health of the times, fish as a representative of aquatic products are being more and more healthy people. is being sought after by more and more healthy people. Although the overall consumer awareness in the market is rising and the consumer environment is getting better, M brand, as a new brand, has almost zero consumer awareness in the early stage of promotion. And, in the field of casual dining, competition is also increasingly fierce, how to do a good job in the market on the basis of the market status quo, M brand is the primary solution to the communication of the key lies in the brand recognition. Of course, the M-brand brand itself has many aspects conducive to communication, such as clear market positioning, distinctive brand personality, LOGO vivid and friendly, advertising slogan to the point and so on. Therefore, we can only make full use of the existing resources combined with the market status quo, can occupy a side of the market in the casual dining industry.
2. New store environment analysis
M brand first store opened in Jiangnan Xindi Commercial Street, is a set of shopping, food, entertainment, leisure as one of the subway shopping street, close to the exit of the subway Jiangnan West Station, in April 29, 20xx officially opened. Although the opening time is not long, but the popularity is more prosperous, in the catering brand has been everyone music, stick! John, Fruit Loyal, etc. are stationed, is a typical subway economic business district, with a very growing business development space.
M brand store in the subway turn into the mouth of the 50 meters on the second floor, has the advantage of closer to the main entrance and exit, but also due to the store on the second floor, and does not have the Café de Coral has a clear indication of the space on the first floor, so there is not easy to be noticed by consumers at the initial stage of the problem, and therefore in the use of the guide signs to be given more consideration.
Second, the promotion objectives
Given the market environment and the current situation of the M brand brand, the main objectives of the first store opening promotional activities include:
1. Through the scientific and reasonable integration of the communication program, to improve the target audience's awareness of the M brand brand;
2. Combined with the consumer psychology of the target audience. Developing interactive and participatory activities to enhance the audience's friendship with M-brand;
3. Developing attractive discount programs for consumers to provide strong support for the sales performance of the first store.
Third, the promotion strategy
1. online and offline, three-dimensional publicity;
In this era of information explosion, only scientific integrated communication strategy can make the audience remember; before and after the opening of the new store, we will combine with the network marketing communication program, to create a targeted, comprehensive penetration of the brand communication activities.
2. Interactive communication, popularity first;
There is participation in order to interact, therefore, in the activities set up for the audience's psychology, it will be both interesting and rewarding; stand in our position, it is necessary to achieve that there is a word of mouth can be made eel brand image in-depth heart of the purpose.
3. Media combination, both hard and soft;
Although the attention of the hard broad is limited, but in the target audience focused on media placement with the production of beautiful pages, for the first time in the market of M brand brand brand communication positive effect can not be obliterated; at the same time combined with third-party soft reports in the media reporter, the audience is more trustworthy, is very conducive to guiding the consumption.
4. Preferential program, trigger consumption.
In a world full of temptation, how can a reasonably well-designed discount program attract audiences to actually consume? Only to do "entice" "lead" "promote" trinity, it is possible to detonate consumption.
Fourth, the promotion of the program
1. Activity theme: eel food fresh taste
Activity purpose: through the free tasting publicity word of mouth
Activity time: the official opening of the first three days
Activity location: the M brand store in Jiangnanxi
Activity content
During the activity to visit the M Brand Jiangnanxi store
Activity content
The first day of the event is the first day of the event.
During the activity period to visit the M brand Jiangnan West store, without any consumption can receive a free eel snacks worth 10 yuan, 20xx per day, while stocks last.
2. Activity Theme 2: Wisdom and fun show all show
Activity purpose: to attract popularity through interactive games, so that the M brand brand image in the participation of the people
Activity time: the official opening of the first three days
Activity location: M brand Jiangnanxi store
Activity
Activities
Activity during the period of time visiting the M brand Jiangnanxi store, no need to spend any money to receive free eel snacks worth 10 yuan, while the delivery lasts. Jiangnan West store during the activity period, without any consumption only need to complete the M brand LOGO intellectual puzzle, you can get a free super cool multi-purpose doll worth 12 yuan, limited to 1,000 copies per day, while stocks last.
3. Activity theme: million gifts for Yangcheng
Activity purpose: to provide consumers with real benefits to promote sales
Activity time: within 50 days of the official opening
Activity location: M brand Jiangnan West store
Activity content
Activity during the period of the distribution of 2,000,000 yuan worth of discount packages in Guangzhou, and, in-store benefit package, and, in the case of the M brand, the M brand will be able to receive a free super cool multi-purpose doll worth 12 yuan. Package, and, to the store patronage of any food plus 5 yuan to get 25 yuan worth of magic color-changing cup 1, the number of gifts is limited, while stocks last.
V. Publicity media
1. Coke Magazine
1.1 opening week cover column hard publicity, with the help of Coke Magazine point-of-purchase display for a week, so that the audience first focus on the M-brand;
1.2 opening week 1/2 version of the hard publicity, the combination of cover columns and hard application, more conducive to creating a brand image;
1.2 opening week hard publicity, cover column and hard application, more conducive to creating a brand image;
1.3 opening week, the cover column and hard application, more Favorable to build brand image;
1.3 the second week of the opening of the reporter's soft promotion, with the media's third-party certification is more likely to be recognized by consumers.
2. Guangzhou Metro newspaper
Brand Planning Part 4Since August 23, 20xx, the Oriental Gourmet Court rose in the Xuanhua catering market, five years of wind and rain, five years of time to witness the Oriental Gourmet Court from the hard start to a period of heyday after.
Today, the Oriental Duck King Restaurant is a newborn wonder on the basis of the Oriental Gourmet Court. To cope with the fierce competition, the unpredictable catering market, the Duck King Restaurant as a new brand of roast duck in Xuanhua catering industry on behalf of how to plan the development of it?
First, the preface
China's hard-working people, in thousands of years of exploration and development of food culture, and gradually formed a different style of Guangdong, Lu, Hunan, Sichuan and other major cuisines and food with local characteristics. Peking Duck is a famous food in Beijing, which is famous for its red color, tender meat, mellow flavor, fat but not greasy, and is known as "the world's delicious food" and is well known all over the world. Duck King roast duck is a modern duck master adhering to the traditional duck craft developed a new school of roast duck, duck surface color of golden oil, outside the crispy and tender meat, there is a special taste of fresh, is the best of the duck.
Today's Xuanhua catering industry, the development trend can be summarized as: the development of a very rapid, expanding the scale, the market continues to prosper, however, the prosperity at the same time means that the intensification of competition, there is always a food and beverage stores fall, and there are new stores stand up, but there are always a few in the big waves of sand in a firm foothold and continue to grow and develop. As a representative of Beijing's new roast duck in Xuanhua catering industry, "Duck King Roast Duck" should become a resounding signboard.
Second, the market / business analysis
Xuanhua catering market is also fierce competition, a variety of large and small hotels, restaurants, competing for Xuanhua's limited catering resources, the impact of the diners' sense of taste, vision.
A hotel to be successful, must have the following conditions: (1), with their own characteristics; (2), comprehensive (quality) management; (3), enough market operating funds; (4), innovation, and constantly push the envelope. These conditions are indispensable, otherwise, it is a flash in the pan, which is the reason why many hotels and restaurants opened and quickly disappeared.
Oriental Duck King Restaurant, is the original Oriental Food Court on the basis of the newborn restaurant, Oriental Bath, Oriental Food Court after years of publicity and operation, has been in Zhang, Xuan area must have visibility, Xuanhua is a household name. If you can use the "Oriental" in Xuanhua's popularity continue to promote the Oriental Duck King restaurant, improve the quality of food (connoisseur reviews a little worse), strengthen staff training, management, will be able to become a catering industry Xuanhua rising star.
Third, marketing planning
The purpose of catering services is to satisfy customers, only customer satisfaction, the hotel can get profits; to do a good job of quality service, inseparable from the efforts of the internal staff of the enterprise; the success of the internal staff marketing and a comprehensive (quality) management, effective incentives and a good atmosphere of corporate culture as the basis. The foundation.
Duck King restaurant opened two months, is now being organized "return consumer care" promotional activities, take this opportunity, should be customer satisfaction marketing, internal staff marketing and cultural marketing, as a combination of the focus of this activity.
1, the purpose of this activity: to increase the "Oriental Duck King Restaurant" brand influence, enhance visibility and reputation; to enhance the "Oriental" image, enhance competitiveness; to strengthen the staff's corporate loyalty and centripetal force; to improve employee service consciousness, work attentiveness; to enhance the staff's service consciousness, work attentiveness; to enhance the staff's service consciousness, work attentiveness; to enhance the staff's service consciousness, work attentiveness, work attentiveness.
2, activity time: July 1 - 15, *** count 15 days.
3, the number of participants: all employees of the East, dining customers and so on.
4, customer satisfaction, employee satisfaction, management improvement, cultural innovation
Fourth, the specific program planning
(a) sp program
1, "Smile Service"
During the event, so the staff Smile service, meticulous and patient, so that customers come back satisfied, and improve the customer's feeling of consumption value. Specific implementation of the following:
July 5 before the mobilization meeting, 6 - 15 days between the waiter to carry out the "service contest", set up a special page in the hall, the daily evaluation of the "day service star", and give material and other services. Star of the day", and give material incentives.
2, special
(1) daily launch of a special dish, the day does not repeat.
(2) with the customer ordered dishes plus bonus part of the dishes, such as consumption of 100 yuan to send two small dishes; 200 yuan or more, plus bonus 2 gazpacho; 500 yuan or more, plus bonus 4 gazpacho and so on.
(3) discount, which is a rapid increase in consumption of the magic weapon, recommended appropriate discount to stimulate consumption.
Note: This store is characterized by roast duck, roast duck prices do not drop!!!!
(ii) internal marketing program
Internal marketing is a management strategy, the core is the development of staff customer awareness, and then the products and services to the external market before, now on the internal staff marketing, which requires two-way communication between employees and employees, employees and businesses, **** enjoy the information, the use of effective incentives.
1, within all employees to strengthen the warmth of management, requiring each employee to respond to the other employees as self-customers, like treating the customer as a service, and in the future, the internal staff marketing fixed.
2, essay contest
Internal staff essay: "my selection - Oriental" (all employees write, bath, food and beverage each write a, the purpose is to cultivate the staff love "Oriental" emotions, so that we are of one mind, ** ** with the creation of the "New Oriental". * with the creation of the "New Oriental"!)
Requirements: (1) the subject matter around the Oriental Duck King restaurant, Oriental bath things that happen, can be work experience, thoughts, sentiments and so on. (2) genre is not limited. Essay, essay, narrative, argumentative essay, poetry can be. (3) The deadline is July 13th.
Encourage all employees to contribute. The essay activity awarded a first prize, a bonus of 200 yuan; two second prize, a bonus of 100 yuan; five third prize, a bonus of 50 yuan. And centralized exhibition.
3, cost-saving contest
Through a series of activities, the internal staff re-education, to bring its heart.
(C) product marketing program
1, in the color catering at the same time, to promote couples packages, business packages, family packages, filial piety packages. Such as: couples package can be launched 38 yuan, 48 yuan, 58 yuan, etc. (unknown to the catering, for reference only).
2, green feast: With the improvement of living standards, people's diet is not only to solve the problem of food and drink, but to eat "green", eat "healthy". The introduction of green family dinner, will undoubtedly be favored by consumers. In the use of raw materials, push fresh green food; cooking style combined with modern consumer fashion, so that the flavor of the dishes, nutritional; in the family dinner menu, focusing on the nutritional mix of dishes, balanced diet, to meet people's health requirements. Highly recommended kitchen launch!!!!
(D) cultural marketing program
To publicize the "Oriental" corporate culture to consumers, to enhance the influence of Oriental enterprises in the target consumer groups.
In the bus body production Duck King restaurant environment pictures, roast duck production flow charts and the hotel's spirit of the slogan (Oriental Duck King restaurant to remind you: attention to diet and health), so that customers to "eat" as a kind of enjoyment, so that customers will be happy to forget to come back.
Five, advertising and marketing programs
In the modern world of developed information, the media is undoubtedly the media to attract the public eye. According to the different media have different media audience characteristics, reasonable market positioning and target customer positioning, reasonable selection of media advertising, not one-sided pursuit of coverage, resulting in waste of advertising.
The combination of hard and soft advertising, both hard and soft, has achieved better results. Utilize media integration to achieve small investment, big output.
Six, the effect of analysis
1, publicity and momentum, so that consumers have a strong sense of memory, causing good word-of-mouth publicity, improve visibility and reputation.
2, the store is full of human touch, attentive service, can enhance the target consumer loyalty to the enterprise.
3, through the service competitions, essay contests, cost-saving contests, can greatly enhance the sense of belonging and centripetal force of the staff, improve the work of the heart.
4, through the promotion, to enhance turnover.
In the wave of market economy, the market is changing rapidly. If you can reasonably hold the direction, the use of "Jealousy" strategy cleverly with competitors around, the Oriental Duck King Restaurant will be able to Xuanhua catering industry, to play a piece of self-sky.
Brand planning Part 51 marketing planning planning refers to the people in order to achieve certain desired goals, with the help of scientific, systematic approach and creative thinking, the planning object of the analysis of environmental factors, the recombination of resources and optimization of the configuration of the investigation, analysis, creativity, design and development of action plans for the behavior.
Marketing planning refers to the accurate analysis of the internal and external environment and the effective use of business resources on the basis of a certain period of corporate marketing activities, the course of action, objectives, strategies, and the implementation of the program and specific measures to design and plan. The content of marketing planning includes market segmentation, product innovation, marketing strategy design, marketing mix 4P tactics four aspects of content.
1.1 Market Segmentation Strategy The so-called market segmentation is the enterprise in accordance with the influence of the market buyer's desires and needs, purchasing habits and behaviors and other factors, according to a single factor or multiple factors on the market segmentation.
The more segmentation criteria selected, the more the corresponding sub-markets, the smaller the capacity of each sub-market, and vice versa. How to find the right segmentation criteria for effective market segmentation is not an easy task in marketing practice. The goal of market segmentation is to aggregate, i.e. to bring together consumers with the same needs in a market with different needs. The introduction of this concept is an important contribution to the development of business. For market decision makers, the objective of market segmentation is to optimize returns by adopting a unique product or marketing mix strategy for each group of buyers. There are many other criteria for market segmentation, such as market segmentation by degree of use, market segmentation by lifestyle, market segmentation by education level, etc. Enterprises need to combine the characteristics of their own industry and the characteristics of the products they offer to decide which segmentation method to use, or to choose a combination of several different segmentation criteria to carry out market segmentation work at different levels. Therefore, it is necessary to carry out a clearer target market segmentation in the specific implementation of sales, according to the different stages of product promotion, targeting more specific target customers, using appropriate marketing strategies and methods. The role of market segmentation, academics from different perspectives of the role of market segmentation is summarized in the following five points: conducive to enterprises to explore market opportunities, the formation of new attractive target markets; conducive to the selection of target markets and the development of marketing strategies; conducive to the concentration of manpower and material resources into the target market; conducive to the enterprise to improve the operating efficiency; conducive to obtaining a better social benefits. In short, market segmentation is a powerful means for enterprises to discover good opportunities, develop marketing strategies and increase market share. Market segmentation is more important to small and medium-sized enterprises. Small and medium-sized capital, weak resources, competitive advantage is not as big as the company, but if you can find a market segmentation has not yet been noticed by the company and occupy a smaller niche market, to find a good opportunity within their reach, to see the needle, picking up the pieces, then in the fierce competition in the market will be able to survive and develop.
1.3 Marketing Strategy DesignThe consideration of marketing strategy design for the enterprise operation mode is actually an analysis of the value-added process of the enterprise.
In the whole process of marketing business, covering product research and development, product mix, product extension, brand mix, price mix, channel mix, regional expansion, distribution and delivery, promotion and promotion of various links, the enterprise must find out how the value of the product in the end in the various links between the realization of the advantages of the link, the disadvantages of which link, the current mode of operation in line with the industry's operating rules, compared with competitors, what are the differences, the current mode of operation in line with the rules of operation, and what are the differences, and what are the differences between competitors. In addition, the company must find out what kind of differences exist between its products and its competitors, and to what extent these differences affect its marketing strategy, and so on. On the basis of the above content analysis, enterprises can find the key points of the real strategy, but also to find the effective profit model. We say that only such a strategy design is really valuable. At present, the status quo of most enterprises is to replace the marketing strategy by marketing objectives, by giving each region, branch or office a certain sales targets and market performance objectives as the operation of the corporate marketing program. The right marketing strategy program must go through the right method. The above marketing strategy has a superficial description, but the market selection, market competition strategy, management and control, incentives should also be based on the actual state of the enterprise, the rationalization of the formulation. Analyze the actual state of the enterprise should include the enterprise's marketing skills, marketing team size, brand image status, according to these specific implementation of the enterprise's marketing strategy.