Chapter one: Advertising creativity and copywriting of Yongfeng Chili sauce.
First, advertising creativity
1. Commodity information type
Focus of Appeal: Original Ecological Green Food
Picking fresh peppers in the pepper garden simplifies the production steps, gives consumers the information of green food, and produces environmental protection and hygiene. Yongfeng Chili sauce is delicious in color and flavor, and its production method has a long history, which is a good taste in my hometown.
2. Types of life information
Focus of appeal: As a condiment, it is delicious and stimulates appetite.
It is divided into different living environments (students, office workers, family life and elderly life) to shoot a series of advertisements on life themes and make a series of posters. With the company of Yongfeng Chili sauce in our life, we can increase our appetite and eat a delicious meal.
3. Value-added
The focus of appeal: the role of medical care
Compared with other hot sauces, Yongfeng Hot Sauce has the unique charm of resisting cold, preventing colds, frostbite, alopecia, scurvy and improving physical vitality. Advertisements are conveyed to the audience in a scientific and rigorous way, and create a good gift image (for foreign friends, school students, relatives and the elderly).
Two. Advertising title
1. Product features
Important secret: the origin and production method of green food Yongfeng Chili sauce
2. Consumer interests
30 cents a day, so that family members can eat more fragrant and healthier.
3. Value proposition
Do you know any condiments that can improve vitality?
Three. Advertising language
1.
A delicious blender made for you
-Yongfeng Chili sauce
Step 2 be parallel
Quality life, Yongfeng hot sauce.
advertising creative
One. Bookstore name
I want to do it for you.
Two. Computer copying
1. Picture 1: Flying Snow Leopard
(speed)
When you need me, I will whip up my horse and come to your fingertips with the enthusiasm and vigorous running speed of Snow Leopard.
2. Figure 2: A kangaroo is hidden in the female kangaroo bag.
(Long-term) does not mean that it will be over after being sold. Just like mother kangaroo will continue to raise her baby kangaroo after giving birth, we will continue to bring you meticulous service and meticulous care. (Cautiously) The most meticulous care in the world is maternal love. With such a service attitude, we will do better without the best.
3. Picture 3: Rabbit holes all over the hillside.
(extensive and numerous)
Born for you, we are everywhere, on call.
Chapter two: advertising planning of Yongfeng Chili sauce.
Planning name:
Planning author:
Planned time:
order
Pepper is not only a favorite vegetable in China, but also an important condiment. China's northwest, southwest, northeast, Hunan, Hubei and Jiangxi are famous spicy areas, and there is a great demand for peppers as condiments. In particular, Hunan people love to eat Chili, which is famous all over the world, almost reaching the point where they can't eat Chili and are tasteless. This shows that pepper, a condiment, plays an important role in the life of southerners in China.
Yongfeng Chili sauce is a famous local product and green food in Shuangfeng County, Loudi City, Hunan Province, and it is also one of the symbols of pepper in Hunan Province. It has a certain medical and health care function, which can resist cold, prevent colds, prevent frostbite, alopecia, scurvy and improve physical vitality. It is not only a good dish, but also a good gift for relatives and friends, and is deeply loved by the world.
I. Market analysis
Macro-environmental analysis and industry analysis
Hunan has always been a place to eat peppers, and Hunan's peppers are also famous all over the country. According to the statistical bulletin of national economic and social development of Hunan Province in 20 13, the resident population of Hunan Province is 65.956 million. In terms of age and gender, almost 90% of people, both men and women, like to eat hot sauce. Changsha, the capital city of Hunan Province, has a high per capita consumption level and likes to eat spicy sauce very much. Therefore, it is very feasible to promote Yongfeng Chili sauce in Changsha, Hunan.
Consumer analysis
Hunan has always been a city that loves peppers, and consumers have great demand for peppers. The sales situation of condiment industry in Hunan Province has also been good. Generally, the buyers of this condiment are housewives, who have purchasing power and demand. Hot sauce products are not expensive, unlike ordinary durable consumer goods, which need to be discussed and purchased. For consumers, not only families, schools and restaurants can be stationed.
③ competitor analysis
In the hot sauce condiment market, in Hunan, Laoganma and Laocaichen are well-known brands. These brands have a large sales volume in Hunan, and consumers have certain brand loyalty to them, and sometimes they are even the first choice. The prices of these products are on the high side in the hot sauce condiment industry, but these brands are easily accepted by consumers because of their good taste.
Product characteristic analysis
Yongfeng Chili sauce is a famous local product in Shuangfeng County, Loudi City, Hunan Province. It is a veritable green food. Yongfeng Chili sauce is not only a favorite dish of Hunan people, but also has certain medical and health care functions, which can resist cold, prevent colds, prevent frostbite, hair loss, scurvy and improve physical vitality.
⑤ Market analysis
As a condiment, it is a popular consumer product. It is almost a consumer product with no age or gender distinction. We can consider the taste differences in market segmentation. Some consumers like sweet, while others like salty.
Second, the market strategy
marketing goal
Through the promotion in Hunan market, the brand awareness and reputation of Yongfeng Chili sauce in Hunan market will be improved, and it will occupy a certain market share and expand sales.
② Product status
Positioning can be positioned in high-grade condiments. Give people a green and healthy experience while satisfying the taste. Different from other brands of hot sauce.
③ advertising target
Start online advertising. Let the sales exceed150,000 and enter 28 large supermarkets and 16 restaurants.
Third, advertising performance.
(a) The attractiveness of advertisements to all consumers in Hunan.
Advertising theme
Advertising in Hunan TV station, three publicity themes at the same time. The themes are "health", "tradition" and "good appetite"
advertising creative
1 advertising campaign:
A, carry out promotional activities in major supermarkets; B, hold a hot sauce knowledge contest at the farmers' market; C, let the star speak for Yongfeng Chili sauce; Carry out public services in some areas.
2. Advertising language:
1: I just want Yongfeng for hot sauce.
2. Yongfeng Chili sauce, a green food, is worth worrying about. With it, you have another partner-Yongfeng Chili sauce.
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