Jiang's tourist market is Chongqing, which must be made into a base market first, and then expanded to neighboring markets such as Sichuan and Hunan.
2. Competition category
The first brand in China liquor industry is Kweichow Moutai, with an annual operating income of118.4 billion yuan and a net profit of 8.7 billion yuan. In Chongqing, Kweichow Moutai is also the first brand. Jiang took the category promoted by Kweichow Moutai as a competing product.
3. Competitive strategy
Jiang Gang started his business and is a weak brand. His competitive strategy is guerrilla warfare. Don't confront Kweichow Moutai head-on, but be a market segment that Kweichow Moutai doesn't pay much attention to.
4. Category strategy
"Be a sub-category with less market competition". Jiang first subdivides consumers according to their age, and the target population is young people born after 1980s and 1990s. Secondly, according to the second subdivision of interest, "literary fan".
5. Category positioning
Therefore, the category positioning of ginger pair is "youth wine". Let the word "youth" become Jiang's exclusive vocabulary and occupy the first position in the eyes of target consumers.
Light wine. The consumption scene is a small party, a small drink, a small moment and a small mood.
6. Product category name
At the beginning, only one category was promoted, and the category name was "Jiang", which means young liquor along the river in Chongqing.
After the success of this category, a series of sub-categories were gradually introduced. (Note: At present, there are S, Youth Edition, black label, constellation suit, Chongqing flavor, half a catty, natural freedom, three or five friends, everything grows, watching the cute world, classmates' achievements, and receiving people's drinks. )
7. Product mix and product name
At first, only one product was pushed. Product name: Jiang 45 degrees 100ML. Achieve a breakthrough in single products. (Note: The second generation launched on 20 13 has three products. At present, there are more than 20 products with 40 degrees and 25 degrees, and the net contents are 100, 125, 150, 200, 300, 400 and 500 respectively.
8. Product innovation
Product innovation must support the category positioning of "Youth Liquor";
1) single raw material (red glutinous sorghum).
2) Mild wine, 45 degrees and below.
3) The lamp bottle and paper overprint Jiang's quotations. (Note: The "expression bottle" known as "quotation bottle" was launched on Tanabata on 20 16. )
4) Small package, 100ml.
9. Buy some products
B (customer interest): It embodies the literary mode.
A (efficacy): delicious.
F (product features): single raw material, light taste wine body, quotation bottle, small package.
10. Trademark name
"Jiang" is the same as the product class name and enterprise name, which is convenient for consistent dissemination.
1 1. Brand symbol
Logo: An anime youth with literary style.
Standard characters: bold characters.
Standard color: white.
Bottle body: square.
12. Brand slogan
I am Jiang, and my life is very simple. Fully express the category positioning, short, smooth and easy to remember, so that competing products are unable to fight back.
13. Profit point
1) product sales.
2) In the future, we can consider setting up a venture fund to support literary and artistic entrepreneurs, make equity investment and obtain equity income.
14. Channel strategy
1) offline distribution is dominant, the channel sinks, and the level is only one (a few remote markets can be two). Pursuing delivery response speed and point-of-sale coverage.
2) With online direct sales as a supplement, it is planned to create IP attributes and fan attributes in Brewmaster, Tmall and Suning, JD.COM.
15. Pricing strategy
Mid-range, mainstream price band, converted into 500ml is 50- 150 yuan.
The support of pricing and profitability is cost control, and packaging fees, advertising fees and channel fees are reasonably controlled to make the cost lower than 50% of similar products.
16. Promotion strategy
Use sufficient interactive cultural means to carry out public relations activities such as wine conferences. (Note: Follow-up cultural means include theme music, theme art, theme animation, automobile and motorcycle rally, T 1 pub, entrepreneurial support and so on. )
Tao Shiquan Sina Weibo and Quotation Bottle are the main advertising media, supplemented by Subway and WeChat official accounts. (Note: There are consumer expression bottles, video implants and so on. )
17. Promotion strategy
Combine traditional festivals, shopping festivals and public relations activities, and appropriately promote sales, with the bottom line of not sacrificing Jiang brand impression.
18. Business strategy
Jiang's business strategy is naturally derived from the above tactics:
1) Business: R&D, liquor production and sales.
2) Customers: young artists.
3) Mission: To provide liquor products with light taste, and let consumers show literary models.
4) Vision: To be a small and beautiful liquor enterprise. Adhere to the spirit of "turtle, turtle, egg", walk slowly like a turtle, persist like a turtle, and put eggs in a basket.
Standard Edition Business Strategy: The company's main business is the research, development, production and sales of liquor, providing light-flavored liquor products for young artists, so that they can show their literary grace and aspire to become a small and beautiful liquor enterprise.
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