I. Foreword

According to our understanding and cognition of the development and competition of the beverage market, as well as the market status and marketing operation orientation of the series products of XX Company. Through in-depth communication and discussion with General Manager XX Fu, our company has a comprehensive grasp of some advantages and disadvantages of the market operation of XX series products, which provides an accurate basis for the following planning schemes.

Second, the marketing strategy and market operation analysis

1.Ask questions

After more than half a year's market operation, enterprises have also invested a lot of promotional activities, but they still have not formed a good market foundation, which makes the market introduction period of enterprises and products too long to open the market.

Through the diagnosis and analysis of our company's beverage market and its marketing positioning and operation, the main reasons are as follows:

A) positioning is not accurate enough

From the positioning of the target consumer groups of the products: according to the efficacy of these three products now promoted, they belong to heat-clearing functional drinks, with strong medicinal taste. However, the company simply positioned them as a broad target consumer group between the ages of 15 and 25, and promoted them according to the traditional marketing strategy of ordinary tea drinks. However, the target consumer group of this product is 25-45 years old.

However, the positioning of the most basic target consumer group in market operation is not accurate enough, and the result of all the communication and promotion work behind it will be half the effort! Things must be done right first, and then done well.

B, in the marketing strategy, the core of marketing communication is not clear, which leads to all the promotional activities being messy and random. From the perspective of communication, the effective arrival rate of information is almost zero. Therefore, the cost of communication has been spent a lot, but it is wasted. The implementation of terminal promotion is not in place, and the management work such as supervision and assessment is not clear, and there is no standard for implementation.

C, the brand image appeal is messy, and the unified appeal communication is not realized. For example, after the logo positioning of enterprise visual system is not in accordance with the application principle of VI, it is easy to waste brand resources, which is not conducive to the unified dissemination and effective integration of product brands and enterprise brands.

D, the packaging of leading products is too close to the style of other brands, and there is no personality.

E, terminal promotion is not well used, resulting in poor sales potential, and it is difficult to drive sales.

F, product structure needs to be adjusted. At present, the three products of the enterprise can not solve the survival problem of the enterprise in the short term, and its market share in the market segment is not much, so the target consumer group of such products is already very narrow. In addition, the financial strength of enterprises is limited, so it is also crucial for enterprises to solve the survival problem at present.

G. In terms of re-sales, the almost monopolistic sales barrier built by the market-strong enterprises after years of operation, the marketing operation ability, financial power, market brand value and sales network of others are all challenges faced by XX Company.

H, from the general environment, the production barriers of tea drinks are not high, and other enterprises can easily enter. If enterprises can't establish base areas in a short period of time and can't form a certain market share in a certain regional market, then future enterprises will surely kill each other in the low-end market together with other new enterprises.

2, enterprise market opportunities

Can I have a piece of the action? This is the voice of many market scavengers, and it is also the most concerned issue of XX Company!

1.Market opportunities

The existence of huge market opportunities and risks makes many enterprises wanting to enter the tea beverage market endlessly ask, can I have a piece of the action? How high are the barriers to market entry? Although there is a high degree of monopoly and fierce market competition in China's tea beverage market at present, it does not mean that there is no room for new entrants to survive and develop.

From the macro market analysis, according to the per capita consumption, the per capita consumption of tea drinks in China in 2000 was only 0.3kg, and if compared with the Japanese annual consumption of 20-30kg, there is still more than 50 times room for growth of tea drinks in China. Even from the current per capita consumption of10kg, the market capacity of tea drinks in China is at least13 million tons. At present, the actual output of tea drinks in China is only1850,000 tons, and there is still room for market growth of1150,000 tons, and the current sales are only concentrated in key cities, and the rapid growth period is estimated to be at least three years.

Let's take a look at the market opportunities of new entrants through the barriers in production and sales.

● Production barriers

As far as we know, the direct cost of producing tea drinks is not high, and the cost of a bottle of drinks is about 1 yuan. Although the price of tea drinks has been lowered by 6%-8%, the retail price can still be sold to 3 yuan. Therefore, for merchants, the production barriers of tea drinks are not high.

● Sales barriers

Although the present tea beverage market has a high degree of monopoly, the major tea beverage enterprises have made great efforts in advertising and high brand awareness, which has built a high market barriers for new entrants, it also reflects that China's tea beverage is still in the growth stage. At present, the success of major tea beverage enterprises in the market is due to their business success on the one hand, but on the other hand, because they entered the market earlier and "ate quickly". For new entrants, they only need to find the right market. From the consumer's point of view, the tea beverage market has not yet reached the brand loyalty as high as the cola market, and the product taste is the real selling point of the market.

● Location advantage

It is an important market opportunity for XX Company to exploit the Southeast Asian market by taking advantage of Guangxi's location connecting Southeast Asia. At the same time, it is also a strategic deployment for the comprehensive development of the national market in the future.

● Technical advantages

XX company has advanced technology in production process and its own production standards in the industry, which other companies do not have, which lays a solid foundation for high-tech brands of enterprises.

Six, consumer characteristics and consumption habits analysis

1.Consumer characteristics

● Women are slightly higher than men. The survey shows that the proportion of women who drink drinks most often is higher than that of men, which is not unrelated to the fact that female consumers value the health and fashion characteristics of tea drinks. In addition, drinking tea drinks without getting fat is one of the main reasons why women choose tea drinks more than men.

● Age: Young people are the main force. According to the survey, consumers aged 15-25 are the main target consumers of tea drinks, followed by consumers aged 26-35, and these two age groups account for 69.5% of the total and become the main consumers of tea drinks.

2. Consumer spending habits

● Drinking frequency: According to relevant survey data, most tea beverage consumers in Beijing, Shanghai, Guangzhou, Wuhan, Chengdu, Shenyang and Xi 'an are light consumers (drinking less than three times a month/kloc-0), accounting for 55.9% of consumers, while the proportion of heavy consumers (drinking every day) is only 6.8%. This shows that there is still a large market development space in China's tea beverage market.

● The most frequent occasions for drinking tea drinks: From the occasions when consumers drink tea drinks, "when they are thirsty at ordinary times" is the most frequent occasion for consumers to drink tea drinks, accounting for 68.9% of the respondents, followed by when they are out/traveling, while fewer consumers drink tea drinks at ordinary times.

Seven, integrated marketing strategy

In view of the current market situation and the present situation of XX Company, we should stand firm and develop steadily and continuously in this competitive market. Enterprises and products must be better planned, and innovation is needed in marketing operation strategy. Only in this way can enterprises develop in this unfathomable crisis-ridden beverage market.

(A) the overall strategy

High-end brand positioning, high-tech brand connotation of China functional tea beverage expert brand image! Integrate media resources, carry out the strategy of brand first, and fully display the personality of corporate brands.

(B) Talent strategy

Talent is the foundation of enterprise's survival. Can attract good talents and pay attention to fate, and the talents cultivated by their own enterprises are the real talents of enterprises.

Set up your own marketing team to fully develop the national market for enterprises, and even develop the whole Asian and world markets in the future to train and reserve talents.

It is necessary to hold professional knowledge training regularly and irregularly, and entrust the company's potential talents with national colleges and universities.

If conditions permit, we can also try to recruit students jointly with colleges and universities, cultivate more talents for enterprises, and also have a great impetus to establish brands for enterprises.

(C) Marketing positioning

1, corporate brand positioning

Brand image of functional tea beverage experts in China

Enterprises enter the market as professional functional beverage experts. Cooperate with media communication, the company unifies clothes, work cards and sales staff's file packages.

We must adhere to honest marketing, resolute attitude and code of conduct to enter the market.

2. Market position positioning

In view of the company's capital, manpower, network, operating experience and other resources and the current market situation of the beverage market, the company will mainly be a happy market scavenger in the early stage of development in the next1-3 years, adopt a follow-up strategy to cling to the market predators, and gradually eat their market share.

The accumulation of resources is the foundation and key to the company's development and growth. Strive to solve the problem of survival and seek greater development.

3. Target consumer group positioning

The largest consumer group in the market 15-40 years old young people as the first target consumer group in the new round of marketing promotion. Conducive to the establishment of corporate brands and product sales.

4, product strategy positioning

Improve XX series products, promote them with multiple varieties and tastes, and adjust the leading products according to the development of enterprises and the market maturity of each product in different life cycles.

L leading products: this year, products with a wide consumer base will be the leading products-XX JiShuang.

XX is exciting. Adjust the sweet leaf tea to improve the sweetness of sweet leaf tea, and add jasmine flavor or mint as a new variety (which can also be developed separately). Through the promotion of this product, the establishment of corporate brand and the sales of other products will be promoted.

L product line: 4 series 1 1 variety.

It mainly focuses on ——XX Jishuang Tea, a mid-range product with a wide consumer base and a large product market capacity, and promotes the promotion of other series products. And for women, successful people, children and other unique consumer groups to develop high-end varieties to cooperate with the establishment of high-end brand image of enterprises. In the process of growth, the product structure and product types are constantly adjusted according to the market demand.

1, dominant: XX Jishuang tea (jasmine-scented)

2. Functional type:

A, sweet leaf tea

B, Jiaogu blue tea

C, kudingcha

3, market gleaning:

A, grape juice

B, guava juice

4, high-end series:

A, XX colorful honey tea: aimed at female white-collar workers, it has the functions of regulating endocrine, expelling toxin and beautifying skin.

B, XX Naolale orange juice: a children's drink with educational function and amino acids added.

C, gift canned herbal tea series

A), sweet leaf tea

B) Jiaogu Blue Tea

C) Ilex kudingcha

Product positioning

1, leading: XX exciting tea

Specification: PET340ML and PET490ML for home use.

Positioning of packaging design: dynamic, passionate, fashionable and visually refreshing.

Price positioning: the highest retail price is 3 yuan, the wholesale price is 1.6 yuan, and the agency price is 1.2 yuan (tentative).

Objective: At present, the popular varieties of market consumption and the characteristics of their wide target consumer groups can more effectively ensure the communication cost and the effective arrival of information. Through the promotion of this product, we can better improve the visibility and brand establishment for enterprises. At the same time, it can bring economic benefits to enterprises as soon as possible, ensure the survival of enterprises and lay the foundation for the stable and sustainable development of enterprises in the future.

2. Core series:

A, sweet leaf tea

B, Jiaogu blue tea

C, kudingcha

Specifications and packaging image shall be carried out according to the latest scheme adjusted by the company.

Price positioning: the highest retail price is 3 yuan, the wholesale price is 1.6 yuan, and the agency price is 1.2 yuan (tentative).

Objective: As the company's core series products, it will lay a foundation for enterprises to establish functional beverage experts in the future by readjusting the positioning of target consumer groups.

3, market gleaning:

A, XX grape juice

B, XX guava juice

The specifications and packaging image are close to those of similar products of Master Kong, Uni-President or Jianlibao, but they have the VI image of XX.

Price Positioning: The agency price and wholesale price are about 0.5 yuan/bottle, which is close to similar products of big brands (tentative).

Objective: As a supplement of enterprise products, make full use of the company's production equipment, manpower, sales channels and other resources to win more market opportunities for enterprises in the early stage of entrepreneurship.

4. High-end positioning

A, XX colorful honey tea

Specification: 250ML canned

Image design: steady and generous

Price positioning: the highest retail price is 4 yuan, the wholesale price is 3 yuan, and the agency price is 2 yuan (tentative).

B, XX Bao Er

Specification: PET200ML

Packaging design: lovely and lively

Price positioning: the highest retail price is 3 yuan, the wholesale price is 1.6 yuan, and the agency price is 1.2 yuan (tentative).

Objective: As an extension of enterprise products, the above two products will make full use of such high-end products to establish the company's high-end brand image when the time is ripe.

C, XX high-end gifts (gift boxes) canned

L sweet leaf tea

L gynostemma pentaphyllum

L kudingcha

Specification: 250ML canned

Image design: based on XX's PET design style.

Price positioning: the highest retail price is 4 yuan, the wholesale price is 3 yuan, and the agency price is 2 yuan (tentative).

Innovation and breakthrough must be made in packaging design and specifications around enterprise brand positioning, while maintaining the connotation of coordination with positioning. Only in this way can we differentiate ourselves from other beverage predators and lay the foundation for the implementation of differentiated marketing in the future.

Nongfu Spring used a bottle cap as a buying point of differentiated marketing. The slogan "Don't make such a noise in class" touched the hearts of millions of young consumers and became popular as a daily colloquial language, which made Yangshengtang one of the top three in the pure water market. It can be seen that innovation is an important means for the sustainable and steady development of enterprises, and it is also the only way to narrow the gap with various beverage predators.

At the same time, in order to occupy the terminal, there should be at least five kinds of products, so as to occupy more terminal display areas and form a stronger visual impact of the terminal.

4, channel strategy positioning

Take Guangxi as the center and gradually expand the market outside the region. Self-construction and agency run side by side and cooperate closely.

Take Guangxi as a model market to develop in an all-round way and establish a solid strategic base, and its market share in the local market must enter the top 5. Gradually cultivate a stable sales network, accumulate abundant working capital and human resources for expanding outside the region.

At the initial stage of the market launch, the company first set up a team to do a good job in the sales and terminal image display of the big shopping field, look for powerful distributors to develop individual stores in various markets, and make full use of the channels and distribution capabilities of wholesalers to establish good sales partnerships with them; Gradually develop and train wholesalers with potential or channels, financial strength and distribution ability to be regional sales agents.

At the same time, sales terminals and image display platforms are established in restaurants, hotels, bars, KTV entertainment centers, railway stations (trains) and other places that can directly contact with consumers' consumption.

The sales channels of high-end series products in individual shops do not focus on promotion, and mainly focus on large and medium-sized buying markets. At the same time, teams are organized to carry out group buying markets, which are disseminated and sold to enterprises, institutions and government departments.

5, promotion strategy positioning

Brand first is the main strategy, and all promotional activities and communication forms of products are carried out around corporate brand communication. (The strategy of corporate brand communication shall be formulated separately)

Terminal DM posters, TV media, newspaper print advertisements, bus body advertisements, train trunk advertisements, news event marketing, SP activities and other communication tools and means are implemented in different life cycles.

(D) Marketing promotion strategy

XX is exciting

L core slogan: drink it healthily

Advertising language: exciting, extremely cool!

Advertising language: taste, exciting and incomparable!

Slogan: GO! A cool summer!

Promotion principle: ensure the effectiveness and consistency of all promotion activities.

L communication positioning:

Taking the news event marketing communication as the main line, the communication tools and means such as terminal point-of-sale advertisements, TV media, newspaper print advertisements, bus body advertisements, train body advertisements, SP activities and so on are implemented in different life cycles.

1, channel promotion

L promotion strategy for distributors

Leading ideology: As the brand value of XX beverage series is not high, and the time to enter the market is relatively late, under the condition of limited marketing resources, the timeliness will not be significant enough and the risk will be great, so it is decided to cooperate with the distributor to facilitate the distributor to use the distributor's funds and inventory to promote the products to the market, as follows:

Prelude to the event-Dealer Association

This activity belongs to the psychological attack activity. In name, we invite powerful wholesalers and big shopping malls to discuss with enterprises about their development plans. In fact, we launch new products through a party to attract wholesalers to join our XX team. At the event site, there are new product stacking modeling, TVC advertisements playing continuously, product feature descriptions scrolling on the big screen, and there must be inspiring speeches and blueprints to describe to wholesalers, so as to slowly motivate dealers to purchase goods.

Staged Rapid Marketing Strategy-Graded Promotion

Drinks are products with low gross profit margin corresponding to other commodities, and their consumer groups are not loyal, so smooth sales channels and relatively stable market prices are very beneficial to the sales of the products themselves, and manufacturers also take stable market prices as the premise of carrying out various activities, while the premise of promotion is to divide dealers into three or six categories and give them different profits per box according to their sales performance. In this way, In order to obtain high profits, customers with strong sales ability and abundant funds must make use of the difference in purchase price to set a suitable delivery price for their own sales. As a result, the market price is bound to be chaotic, and the inconsistency of prices will make the retailer's receiving party have a skeptical attitude and doubt the manufacturer's price and sales strategy, which is extremely unfavorable to the manufacturer's market promotion activities.

Initial stage of goods distribution: in the specified initial stage of market, it is 300 boxes, 500 boxes and 1000 boxes respectively, and the different rewards are 0.7 yuan/box, 1 yuan/box and1.5 yuan/box, mainly considering that the promotion of new products' popularity will spread from urban areas to other places, so it should be widely taken care of in the initial stage of market.

Mid-distribution period: about 2 months after listing, the grades are 1000 boxes, 2,000 boxes and 3,000 boxes, and the different rewards are 1 yuan/box,1.5 yuan/box and 2 yuan/box; At this stage, the new products have been well received in the urban area and radiated to other cities. We should improve the level and take care of the interests of Chinese customers, but for small customers, we need to invest most of our energy or give up the sales specialization of other brands to achieve the desired rebate smoothly.

The third stage-about 5 months after listing, regional sales competition will be held: regional sales competition will be held according to the sales situation in each region, and the finalist qualification and reward amount will be set up. The inducement of high bonus will greatly mobilize the enthusiasm of customers, so that customers can hoard a lot of goods and occupy customers' inventory and funds as much as possible.

L retail outlets

Guiding ideology: as far as possible, improve the distribution rate, improve the owner's first push for our products, and squeeze other similar products in special channels, as follows:

1) Return on sales: For retail stores, each carton can be returned to cash 3 yuan, which is a common promotion policy for drinks.

2) Exhibition reward: for every 2 bottles of high-end products that meet the reward conditions, one bottle of other beverage series will be given.

3) In addition, we will cooperate closely with the railway station to give preferential conditions, advertise in the carriages of Guangxi series intercity trains and reach an agreement with the station or train. All tea drinks and juice drinks on the train can only sell XX products.

L wholesale market stalls

Leading ideology: expand the momentum and improve the distribution rate and exposure of products in the wholesale market, as follows:

Market approval campaign, the main wholesale market enters the wholesale market of Huaxi Road to carry out campaign, mainly using performance teams such as gongs and drums teams to cooperate with banners, DM sheets and on-site "lucky action" activities to drive the momentum.

Award-winning display in batch market: that is, each batch market stall displays 15 boxes of leading varieties for one month, and if they pass the inspection and spot check, they will be rewarded with two boxes. This measure is also aimed at improving the distribution rate of products in the wholesale market and attracting the attention of people with purchase needs.

L consumer promotion

Leading ideology: through consumer promotion activities, enhance the taste acceptance and popularity of products and expand consumer groups. Activities run through the peak sales season throughout the year, and holidays are held continuously.

Box-cutting display in large shopping malls: Box-cutting display activities are carried out in large shopping malls to increase product exposure. The theme board placed at the on-site activity can also be promotional items such as Yi Labao, which must be very eye-catching; Plus advertising products and RD broadcasting, to improve the promotion and influence the crowd; Secondly, the way of "XX drink series invites you to participate in the game" is used to attract consumers to participate in the on-site activities with "treasure-seeking game" and "ring game", and the gathered popularity is used to achieve the promotion effect.

Participate in some activities for successful people and white-collar elites, such as promoting activities at auto shows and concerts to fully display the image of enterprises and products.

2. Marketing communication

Strategy: Take an event marketing as the main line, and promote it through TV, newspapers, radio and other mainstream media. The terminal sells some advertisements, outdoor street signs, car bodies and carriages to reinforce them, so as to create a strong regret effect and enhance the popularity of enterprises and products at the fastest speed.

Specific implementation: events to be determined

If the enterprise cooperates with Uni-President, it will be a great event in the beverage industry. An event with the theme of "XX-unified choice of beverage predators" will promote the establishment of XX enterprises and product brands all over the world.

1.TV advertisement

Shoot and make the main product advertisements (30 seconds, 15 seconds, 5 seconds) and corporate image films (10 minutes, 3 minutes, 1 minute).

Television advertisements launch image advertisements, and strive to cover the largest area by means of provincial and municipal TV stations.

In the first stage, the high frequency is put in for 2 months.

In the second stage, we can name programs with high ratings and strong target consumers, such as Fashion China of Guangxi Satellite TV Channel, raiders of the lost ark of Guangxi Cultural and Sports Channel or some national large-scale programs.

Consumer goods, especially beverage series, are purchased randomly, and their brand loyalty is different from other products. Therefore, before launching TV advertisements, we should organize assistant business representatives to form a small team to improve the distribution rate of retail stores through centralized distribution, and make the distribution rate of XX beverage series reach more than 75%. On the basis of this market, launching TV advertisements will make it convenient for consumers who see advertisements to buy the products demanded by advertisements.

Step 2 sell some advertisements

Point-of-sale advertising is communication, which runs through the whole introduction period of new products. 4K posters, flags and banners are used to post and hang in retail outlets and market stalls, and standardized posting positions are adopted when posting, which has a strong visual impact, thus enhancing the brand image of the company; In addition, in order to cooperate with the promotion activities in shopping malls, DM, posters, tags and bookmarks with related themes are also produced to increase the promotion effect.

3. Radio

Mainly for the core product series, select music stations with high listening rate in the area under their jurisdiction to put their music programs.

4. Outdoor advertising

As a supplement to TV and newspaper media, it is mainly to show the image and product brand tips, make up for the shortage of TV advertisements and newspapers, and reinforce them with bus advertisements, street sign advertisements and train car advertisements.

5. SP activities

As one of the main communication tools, it will run through the whole enterprise image display and all product sales stages, and fully display the brand image of enterprises and products by using the strong interactive characteristics of SP activities.

For the promotion activities in the peak consumption period of key holidays, large-scale publicity and promotion activities will be held in areas with large population flow and concentrated population and sales places.

Such as:

The first half of the Mid-Autumn Festival in August 15 of the lunar calendar is the peak season for moon cake sales and the best time for our functional series sales. Organize to set up a sales activity site at the moon cake sales point designated by the government, and promote product sales by displaying the image of the activity.

The specific time schedule is abbreviated.

6. Print advertising.

According to the promotion process and the personality of the main products, design and produce consistent, continuous and standardized flat newspaper (magazine) standard, outdoor high-pole standard, road sign standard, terminal display sign standard, taxi (bus) post-posting standard, etc.

7. Soft advertising

Write "XX Exciting Series Soft Text Advertisement" 10, and cooperate with the development of hard print advertisement, community promotion and terminal store promotion activities. Functional products, such as Gynostemma pentaphyllum and Ilex kudingcha, can be written in the name of food health experts (Health Education Society), published in the health special edition of mass media, and printed in additional quantities if necessary, and directly invested in households. Create a healthy storm of Gynostemma pentaphyllum, expand product awareness and drive terminal sales.