As a product of the development of market economy, advertising has developed rapidly in China in recent years, but it is not difficult to find that there are still great differences between Chinese and foreign advertising works, especially the beer advertisements in China, which are very different from foreign beer advertisements in terms of style and so on. This article is a sample essay on beer advertising written by me for your reference only.

model essay on beer advertisement:

Stella artois

1. Shooting plan

Product name: Belgian Stella artois

Advertising orientation: to publicize the unique and recognizable taste and refreshing and pleasant bitter taste of beer in the era.

advertising theme: every drop is precious.

　? It shows that Stella Artois has a unique and rich taste, which is derived from carefully selected raw materials and tried and tested traditional brewing technology. Advertising time: 3 seconds

Music with film: funny and abrupt music

Script content: The hero is misunderstood because of Time Beer.

screen design: Use flashbacks to explain why the hero is misunderstood. Finally, the subtitle was printed: only the source is precious.

production focus: enhance the comedy of advertisements, giving people a sense of an epiphany. The whole advertisement doesn't need any dialogue, just proper music rendering.

Second, the split-shot script

Scene 1: The man licks the private part of the poster beauty (wearing a bikini) on the wall.

scene 2: the door opens and the female colleague comes in. When she sees this scene, she stays at the door in surprise, her eyes are wide open and her mouth becomes O-shaped.

scene 3: the male facial expression is awkward. (Freeze at the same time as the second shot)

Switch to subtitles: 1 seconds ago

Shot 4: The man is drinking Time Beer comfortably

Shot 5: After drinking the beer, in order to drink the last point in the bottle, the man looks up and pours it into his mouth, trying not to drop a drop.

scene 6: while the beer bottle was shaken, a drop of beer spilled out and happened to drop on the private part of the poster beauty.

shot 7: The man hesitated, but didn't want to waste a drop, and walked towards the poster.

Back to shot 1 and shot 3

Shot 8: Zoom in and position it on the beer bottle that the man had drunk.

Finally, the caption: Time Beer, only every drop is precious.

Third, the literary script

Title: Misunderstanding Location: Male Office Person: Male and Female Staff Length: 3 seconds

In the office, the male is licking the private part of the poster beauty (wearing a bikini) on the wall. Suddenly, the door was opened and a female colleague came in. When she saw this scene, she stayed at the door in surprise, her eyes widened and her mouth became O-shaped. Men feel ashamed and embarrassed. Subtitle: Ten seconds ago,

the man was enjoying Time Beer. Unconsciously, the beer has been finished, but Time beer is really delicious, and the man doesn't want to drop a drop. So he took a beer bottle and poured it into his mouth, hoping to drink a few drops at last. However, when the beer was shaken, a drop of beer spilled out, but it happened to drop on the private part of the poster beauty. The man hesitated, but because he could not resist the delicious temptation of Time Beer, he went to the poster and licked the drop of Time Beer. (The result is like the beginning)

The camera is positioned on the beer bottle that the man has drunk

The subtitle of the last picture: Time Beer, because every drop is precious.

?

beer advertising copy Fan Wener:

With the improvement of modern people's living standards, consumer goods such as beer have become daily necessities, and with China's accession to the WTO, China's market has been further opened, making China's market economy truly integrated into the equal game of the market world.

Central Beer is a beer project that Hubei Light Industry Vocational and Technical College cooperates with Germany, and it is a high-grade beer produced by the beer department of the college in the teaching process. Center beer uses high-quality Australian malt as the main raw material, adds high-quality hops from Germany, uses yeast strains imported from Germany, and is carefully brewed according to the ancient German pure brewing method, using advanced equipment and technology. Central beer is different from ordinary beer in the past, and it is fermented in a large container. It is fermented in a separate bottle. In the production process, the bottle bursting rate is relatively high, so the output is relatively low. Things are rare, so the center beer is more expensive and belongs to high-grade beer. It inherits the characteristics of German beer, such as purity and freshness, rich foam, mellow taste and strong killing power. Rich in amino acids and vitamins, with high nutritional value. It is said that the yeast deposited at the bottom of the bottle also has the effect of beauty, which is favored by many female consumers. The central beer has a typical Bavarian flavor in Germany, so that consumers can deeply experience the delicious enjoyment from foreign countries without going abroad.

In view of the good reputation of Center Beer, we designed a marketing plan for Center Beer. To better market the central beer. The planning book mainly includes marketing environment analysis, consumer analysis, product analysis, enterprise and competitor situation analysis, enterprise and competitor advertisement analysis, market segmentation and target market strategy, etc.

1. Analysis of marketing environment

(1) Macro constraints:

1. At present, the market is full of all kinds of beer, and there are many kinds of products. Supply exceeds demand, so it is difficult for central beer to occupy a place in the market.

2. The region is obvious. People in many areas will reject foreign brands and stick to their own local beer. Strive to build local brands and be loyal consumers of beer in their own regions.

3. The contradiction in circulation is the main problem in the market operation of beer enterprises.

(2) Micro-restrictive factors:

1. The contradiction between the rights and interests of beer producers and distributors has become a major contradiction in the beer market. Dealers control the circulation channels for their own benefit.

2. Characteristics of market composition: According to the experience of beer markets in other cities in China, consumers and taste habits can be cultivated and changed. Central beer tastes different from domestic beer, so we should gradually cultivate new consumers. Observing the current consumption market in Wuhan, Yanjing, Snowflake, Qingdao and other beers occupy the main market. Facing these competitors, Central Beer should be improved and strengthened in all aspects. Otherwise, it is difficult to occupy a place in the market.

(3) Market Overview

With the acceleration of the collectivization, scale and internationalization of China beer industry, the competition level of China beer market has gradually become obvious, foreign capital has continuously entered and domestic resources have continuously expanded, and the competition in China's beer market has intensified. At present, China's beer industry is in the middle and late stage of integration, and the overall profit level of the beer industry is adjusting, showing an increasing trend. Wuhan beer industry is facing good development opportunities. The sustained and rapid economic development and the improvement of urbanization level have created a huge demand space for the development of central beer, which is also growing in opportunities and challenges.

2. SWOT analysis

(1) Opportunities and threats

Opportunities:

① The broad development prospect of China beer market is full of opportunities. Comprehensive observation of the world beer market shows that the traditional beer consumption markets in Europe and America are saturated, and there is not much room for development, and some places are even shrinking. Only the China market is still showing a rapid growth trend.

threat:

① China's beer production enterprises have advantages in price, region and market.

② Now the Wuhan market has been dominated by giant beer enterprises such as Yanjing and Snowflake.

③ Some foreign-funded enterprises entered the China market earlier than the center. As a result, the central beer is facing double pressure, on the one hand, it is the domestic beer brand in China, on the other hand, it is the foreign-funded enterprise that entered the China market earlier.

(2) Advantages and disadvantages

Advantages:

① Unique in-bottle fermentation technology. Using high-quality Australian malt as the main raw material, adding high-quality German hops, using yeast species imported from Germany, according to the ancient German pure brewing method as the standard, and adopting advanced two-manufacturing equipment and technology, it is carefully brewed.

② Good imported brand image, special taste and pure taste. Rich in amino acids and vitamins, with high nutritional value. The yeast deposited at the bottom of the bottle also has the effect of beauty.

③ Central beer has a typical Bavarian flavor in Germany, so that consumers can deeply experience the delicious enjoyment from foreign countries without going abroad.

Disadvantages:

① Because fermentation in bottles is adopted, the bottle bursting rate is high in the production process. The output is low. Will form a phenomenon that demand exceeds supply.

② The output is low, because it is different from the domestic production technology, so the price is higher. Moreover, there are few marketing activities, and some consumers don't know the brand very well, so they choose other products with lower prices but high reputation, and miss many consumers.

III. Consumer analysis

(1) Consumer psychological analysis:

① The factors that affect consumers' purchase of beer are: product price, brand, production date, purchase convenience and purchase habits. These factors are directly related to enterprises. For beer production enterprises, the key to their development is determined by the internal factors of the enterprise.

② At present, the price still affects the purchasing power of consumers to a great extent in China, but this is not the main factor. Taste and quality have become the primary consideration for most consumers to buy beer.

(2) Consumption habits:

With the continuous improvement of people's economic development and quality, people's living standards are also improving. The competitive pressure of the society makes more people look for ways to relieve the pressure, so drinking at parties has become a trend, and < P > the people at parties are getting younger and younger. Especially in the hot summer in Wuhan, more and more people like to enjoy the cool outside, eat supper and chat with beer. Center beer will attract many consumers with its unique taste.

(3) Consumption trend

Due to the change of consumption concept, the decline of consumer demand in off-season is decreasing day by day compared with that in peak season, and the demand in local markets in off-season is even greater than that in peak season. Such as the middle end of the night market, hot pot city and other catering middle end. Because the consumption demand of mid-range ordinary beer in the community is slowing down, the consumption demand of medium and high-grade beer in catering terminals and entertainment terminals is still strong. Even in catering terminals, the space for consumers to choose beer types is reduced due to the decline in the coverage rate of ordinary beer, and the consumption demand of medium and high-grade beer is activated. In autumn and winter, due to the concentration of festivals, more opportunities for family gatherings and visiting relatives and friends, community terminals have a certain consumption demand. In particular, the sales of high-end gift beer are strong. Moreover, autumn and winter are the most prosperous seasons for beer consumption in entertainment terminals, even stronger than spring and summer, so the traditional off-season is the peak season for entertainment terminals.

iv. product analysis

(1) product characteristics analysis

the beer in the center has strong fragrance, strong mouth-killing power and high CO2 content. When the wine is injected into the cup, the foam is white, delicate, persistent and thick, and there are tiny beads rising continuously from the bottom of the cup for a long time. Using the technology of fermentation in bottle, containing live yeast is helpful for digestion and has high nutritional value. Now there are three main product categories: wheat beer, light beer and dark beer.

(2) product life cycle analysis

Center beer is a high-grade beer produced by the teaching brewery of Hubei Beer School, which is a Sino-German cooperation. Since its inception, various types of center beer have been in short supply and have enjoyed a reputation in foreign embassies. In the development period of products. And the transition to maturity, the development momentum is strong.

(3) product positioning analysis

The center beer is positioned as a pure ecological, high-quality health product, a typical high-grade beer with German Ba Gaulias flavor. Brewery uses two-rowed barley, German granular hops and pure yeast from Weihenstephan Yeast Bank in Germany, and combines traditional German brewing technology with pure brewing method to brew it carefully? Center? Brand draught beer series. Pure and fresh, rich in foam and mellow in taste.

(4) Summary of product analysis

Center beer is a high-grade beer produced by the teaching brewery of Hubei Beer School in Sino-German cooperation. It uses German high-quality raw materials, uses German traditional brewing technology and uses in-bottle fermentation technology to brew beer. The taste is mellow, the foam is white and durable, and it has high nutritional value. Because the center beer is positioned as a high-end product, it is difficult to see in the ordinary market, and generally appears in high-end hotels and bars. It has not yet become a habitual consumer product for ordinary consumers, and its market awareness is not high enough.

V. Analysis of the competition between products and competitors

(1) Analysis of the competitors of enterprises

Published by China International Beer Network, the ranking of China beer giants' net profit in the first quarter of 211 shows that Snowflake beer ranks first and Tsingtao beer ranks second, so we choose Snowflake beer and Tsingtao beer as the competitors of central beer for comparative analysis.

(2) Summary of competition analysis

According to statistics, there are more than 2, kinds of beer in China, and there are basically no national brands of beer. On the contrary, regional brands of beer occupy a dominant position in the market, especially in the low-end market. Central Beer Beer School teaches the high-grade beer produced by the brewery, and the scale is very small. Strengthening marketing offensive and advertising, increasing product sales and establishing scale competitive advantage are the main means of central beer.

VI. Summary

Center beer is the beer produced by the teaching brewery in cooperation between Hubei University and Germany. The lack of professional technicians and technical equipment leads to the low production of center beer, even in short supply. Faced with this problem, we should expand production sites, add production equipment, recruit more technicians and increase the production of beer. Use a variety of media strategies to promote each other and expand the awareness, popularity and reputation of the central beer.

Fan Wensan, copy of beer advertisement:

HeineKen copy: What if Heineken is not green?

If heineken were not green, would there be so many green beers today?

Fortunately, heineken is green, so when many other green beers appear, people can see a forest without going far. Fortunately, heineken is green, so when more and more green.