Table of Contents
I. SWOT analysis of XX red wine products in Hunan market
II. Analysis of consumers' buying behavior
III. Analysis and suggestions on K/A customers' sales promotion
IV. Advertising suggestions
V. Sales promotion plan
VI. Planning case of XX red wine giant butterfly kite adoption
VII. Waifu Event planning of "XX red wine" wine pusher training class
IX. Event planning of "XX red wine-mystery tour" large-scale lottery to welcome guests on May 1
11 K/ A terminal image store April promotion plan
11 Lianhua newly opened XX red wine courtesy
12 April XX red wine catering channel promotion project
(1)
SWOT analysis of XX red wine products in Hunan market
1) Advantages S:
High-quality products meet the needs of the market.
The company's top management attaches importance to Hunan market
K/ A customer visit and maintenance system
Strong marketing ability and continuous promotion support.
Good control ability of K/A terminals.
2) Disadvantages W:
Lack of complete product chain, too few varieties.
The product price is slightly high.
The channel has not yet achieved the second batch of distribution.
The product tastes sour. Poor customer acceptance.
3) Analysis of key success factors in the wine market:
Coverage of distribution network
Quality of products
Competitive price system
Marketing activities
Brand and reputation
4) Opportunity O:
More and more consumers are beginning to favor red wine, which has nutritional and health-care functions. A customers are streamlined and the last elimination system is implemented, and more energy is divided to improve the distribution network.
We can attract K/A waiters to help recommend products through incentives.
We can guide consumers to accept high-quality red wine products with appropriate advertising investment.
5) Threats T:
The red wine market is promising, and more and more brands are available.
Old brands such as Changyu Dynasty Great Wall are pushing new products. Its products and price system tend to be perfect.
New brands such as Zangmi Xintian Impression are expanding on a large scale, and they also have their own advantages in capital product marketing.
Can consumers be led to accept sour red wine, especially those in prefectures and counties?
Do they have the ability to control the price system after the second batch of distribution?
Through SWOT analysis, we can draw the following conclusions: < p
It is necessary to eliminate the unfavorable factors caused by the sour taste and establish the concept of high-quality red wine.
channels need incentives to generate good market impetus, especially for K/A terminal attendants.
II)
Analysis of consumers' buying behavior
At present, the cognitive image of XX wine brand in consumers' minds is very vague. Although XX wine brand is mentioned, consumers are somewhat familiar (in fact, some impressions may come from brands such as Ningxiahong, At present, there are many wines named after XX red in the market). However, there is a lack of necessary understanding of the products. The information about the international quality of XX red wine (such as the quality of authentic Bordeaux wine, the grape variety of French manor in the 8th century-rose honey) has not been conveyed to consumers. Consumers do not know the products, so it is naturally more difficult to arouse their desire to buy. In addition, XX red wine has been on the market since 1997, but it has only been two years since it entered the Hunan market, and its acceptance by consumers is naturally not as good as that of Changyu, Great Wall and Dynasty.
In addition, the sour taste of XX red wine is an obstacle to consumers' repeated purchases. For a long time, consumers have been guided by the long-term habits of sweet wines in China (plus they are familiar with the high sugar content of edible grapes), and they mistakenly think that sweet and sour wines are more pure. Few consumers know the true standard of defining dry red (the sugar content per 1 liter of wine does not exceed 4 grams). This is more common in prefecture and county markets.
Therefore, guiding consumers to accept authentic wine and popularizing wine knowledge is the focus of XX red wine advertising. Print advertising is the main way to convey the following information to consumers:
The real sense of red wine (pure red wine) should be sour.
standard of xx red wine dry red product: sugar content < 4g/1111ml
Hunan Consumers Association awarded the title of five-star red wine in 2113
The only designated red wine in Diaoyutai State Banquet
XX red wine is authentic Bordeaux international quality red wine. It is made of ROSE-HONEY, a wine grape variety from Bordeaux Manor in the 8th century.
XX wine quality assurance comes from: XX wine industry is an industrial group integrating grape planting, brewing and sales, which can fully guarantee the excellent quality of each bottle of XX wine. Different from blending inferior red wine in the market.
。 . . . . .
Advocate wine culture in the name of XX wine, and attract people with high quality of life to become loyal consumers of XX wine with its unique petty bourgeoisie sentiment.
First of all, consumers should be made to understand what kind of red wine is good quality. In the process of communication, consumers have a clear understanding of XX red wine, which can guide them to form a correct purchase behavior. Only when consumers form a "drinking red wine means drinking XX red wine" will a good market "pull" be formed. Only in this way can we reduce the sales pressure that we must maintain continuous strong promotion at the terminal to ensure sales volume, and further reduce sales costs and market expenses. Form a virtuous circle.
(3)
Analysis and suggestions on sales promotion of K/A customers
Two major K/A channels for liquor marketing: large-scale dining spots and entertainment night shows. In these places, consumers' buying behavior is largely guided by the waiters in the store. Obviously, it is obviously not enough to guide consumers to accept XX red wine by special promotion. Most manufacturers use the trick of "bottle opening fee" to stimulate waiters to recommend products. After we canceled the corkage fee, the waiter reacted strongly, and there was a tendency not to push it. Attracting waiters by exchanging prizes will definitely have an impact on our sales. Without the active cooperation of waiters, it will be greatly reduced for us to carry out activities and promotions aimed at consumers at the terminal.
it is the focus of our customer service work to obtain the cooperation and support of the waiters in the K/A terminal. Bottle opening fee can certainly make waiters actively cooperate, but the good relationship between waiters and manufacturers is a temporary illusion, which is based on money and will eventually develop into a vicious circle of "no money and no cooperation".
It is suggested that we should start from meeting the higher-level needs of waiters, that is, developing space and improving survival skills, and realize the transformation from giving "fish" to giving "fish", so as to jump out of the vicious circle of cash incentives. According to my observation, most waiters' wine pushing skills are quite poor; They lack systematic understanding of wine knowledge and systematic training in marketing skills, which leads to their inability to obtain more bottle opening fees. At the same time, it is difficult to get promotion opportunities. Systematic wine knowledge and sales promotion skills training can make them become "wine pushers" in their stores. On the one hand, they can get more extra income, and on the other hand, they can become employees favored by their bosses. If we can provide them with such a training platform, it will make them have a good impression on our company and deepen their impression; At the same time, in the training process, we intend to strengthen their understanding of XX wine company and products, so that they can establish a friendly relationship with our market representatives and even form a sense of belonging to XX wine. In this way, in daily sales promotion, they will take the initiative to introduce XX red wine to their guests and actively cooperate with our market activities; For hotels, our training helps them to improve the quality of employees and will also gain more economic benefits. Through this kind of service form of incentive activities, we will form a good reputation in the hotel industry, especially among the waiters, thus establishing our strong position in the K/A terminal. Realize the market "thrust". Later, you can be promoted to foreman training activities and waiter associations through the "star-rated" waiter selection activities. Make XX wine a mentor and friend in their hotel career.
(4)
Advertising suggestions
Image memory point: highlight our black butterfly logo in all kinds of publicity activities. Image information is the most easily remembered information by human brain, and take black butterfly as the memory point in the communication of our XX red wine brand.
text appeal point: authentic bordeaux red wine; Quality of state banquet; It contains Yunnan's unique charming customs.
media placement: mainly print advertisements; Newspapers, magazines, POP and tasting brochures in stores, etc.
activity plan: XX red wine giant butterfly kite adoption plan (see Annex 1 for details)
(5)
Sales promotion plan
1. Channel promotion (Waifu market):
To start prefecture-level county markets, a good distributor must be found to ensure that products can be quickly and effectively spread to retail terminals. If XX red wine products are to become the products that dealers attach great importance to, they must be convinced that it can bring huge profits to themselves. Actively cooperate with the marketing activities of XX red wine.
activity suggestion: the best dealer selection activity plan (see Annex 2 for details)
2. Channel incentive:
Retail terminals will hope that manufacturers can carry out some marketing activities in the store, which will bring more popularity and sales volume to the hotel and increase its popularity. If our marketing activities can meet their characteristics, we will certainly get the support of the store.
activity plan: 2113 catering industry "XX Red Wine" service star selection activity plan (detailed case to be perfected)
3. Attendant incentive:
It is the realm that every manufacturer is eager to achieve to let terminal waiters actively recommend products for manufacturers. In the retail terminal, the waiter's shopping guide role can not be underestimated. Therefore, to get its support, we need: 1. Planned customer visits and a good communication environment with waiters. 2. Encourage waiters and sincerely help them get more benefits or higher positions, and even job opportunities.
activity plan: the activity plan of "XX Red Wine" master wine pusher training class (see Annex 3 for details)
"XX Red Wine" gold medal waiter training school
"XX Red Wine" waiter friendship club
4. Consumer promotion:
There are many factors that affect consumers' buying behavior, and good terminal display, distinctive promotional activities and the recommendation of shopping guides can all promote consumers to buy. We must innovate in the usual means of buying gifts, lottery, special price, etc., in order to stand out from many promotional activities, attract consumers' attention and reach a purchase.
activity plan:
the planning case of "XX Red Wine-mystery tour" large-scale lucky draw to welcome guests on May 1st (see Annex 4 for details)
the game of "Guess the lucky number of XX Red Wine"-the planning case of the promotion activities of catering outlets
the launch of new products of XX red wine-the planning case of the promotion activities of catering outlets
the adoption of the giant butterfly kite of six XX red wine.
2. Activity time:
April 29th to May 2nd, 2113 (during Changsha Spring Housing Fair)
3. Venue:
Changsha Spring Housing Fair site or related real estate site.
4. Activity target:
The crowd at Changsha Spring Housing Fair and other citizens.
5. Idea of the event:
The Housing Fair has always been an important exhibition to attract Changsha citizens every year. Although red wine and real estate do not meet each other, the consumers they face are basically coincident. It is novel to realize interactive joint publicity with real estate companies through activities, which will surely attract people's attention in many booths. At the same time, it will certainly attract moderate media attention.
6. Activity creativity:
Make the biggest kite ever in Changsha (4Mx5M, with the shape of XX red wine butterfly, printed with the logo of XX red wine and cooperative property). Fly it to the trading venue or real estate. At the same time, the booth was jointly arranged with the cooperative real estate at the exhibition site to carry out the on-site promotion activities of "free tasting Yunnan Rouhong".
7. Publicity strategy:
First, look for cooperative real estate developers by recruiting adopters, and then expose the butterfly kite moderately, so as to make consumers curious and form expectations. (During the period, you can also recruit kite-flying masters to fly XX red wine butterfly kites, so that butterfly kites become the focus of everyone's attention.) Officially appeared during the spring housing fair. At the same time, at the exhibition site, together with the real estate developers, we carried out the promotion activities of "Come on, let's talk about drinking red wine".
It is a rare opportunity for us to promote our brand and products in such an exhibition with high public attention. At the same time, the novel activities will bring us "free advertisements" reported by various media, which can effectively enhance our popularity.
for our cooperative real estate, how to be unique in numerous real estate publicity is the focus of their advertising and activity planning during the housing fair. Our plan is undoubtedly a good choice, which has never appeared in previous trade fairs, whether it is butterfly giant zither or red wine promotion. The unique petty bourgeoisie sentiment of red wine can better reflect the level and taste of a real estate.
8. Breakdown of scheme implementation:
A, April 11, preliminary preparation stage (kite modeling and activity materials preparation)
Early copy propaganda "recruiting giant butterfly adopters" (looking for cooperative real estate developers)
B, on April 6, the partners were determined, and specific consultations were started to determine the matters that both parties were responsible for during the activity.
C, on April 21th, the kite was made, and a special person was recruited to fly it.
Mid-term copy propaganda "Recruiting Master Kite Flying in Changsha". (Moderately exposed, causing concern)
D. On April 29th, a butterfly-shaped giant Zheng was released at the housing fair. "Please, let's talk over red wine!" On-site free tasting promotions.
copywriting: "Look at the giant kite and drink red wine-XX red wine invites you to visit"
9. Problems in the implementation of the activity:
Problems in the production of giant kites.
site conditions and weather conditions of the housing fair in spring.
At the wine tasting, attention should be paid to preventing looting and taking back the wine glasses.
planning of the best distributor selection activity in qiwaifu market
1. purpose of the activity:
to find the best distributor and ideal distribution partner to achieve good product sales coverage. At the same time, through activities, the brand awareness of XX red wine by sales terminals and consumers will be rapidly enhanced.
2. Venue:
Dizhou County
3. Target:
Secondary wholesalers of drinks in Dizhou County; Dizhou county wine terminal retailer.
4. Activity conception:
At present, there are numerous and complicated drinks of various brands in prefectures and counties, and dealers usually play the role of "old man" waiting for manufacturers to come to the door to ask for distribution. In this case, it is not easy for us to get enough attention from dealers, whose essence is mercenary. If I