Beverage Marketing Plan (a)

I. Marketing Background Analysis

A. In 1992, the country's cities 479, in 1994, the urban population of 340 million people, the floating population of 70 to 80 million or so, in 1995, the city 640, medium-sized cities 178, large cities, 76 megacities.

B. In 1999, Coca-Cola sold 388 million cases, Pepsi 109 million cases, and from January to June 2000, Coca-Cola has sold 330 million cases. The two drinkers have simultaneously put forward the idea and initiative of letting Chinese youths develop the habit of drinking carbonated beverages. Our beverages will outperform them. (Others omitted)

Second, the target market and creative description

With the country's sustained and stable economic growth, in the case of a certain amount of total social assets, the realization of the enterprise exceeds the national or regional economic growth rate of substantial growth, the market war is inevitable. How to make consumers buy a company's products, so that consumer satisfaction is the best way to maximize profits and long-term development, but also decided that a company at this stage under the impossibility of having a 100% market share, but also gives every business an opportunity.

In terms of the beverage market, from the big multinational groups Coca-Cola and Pepsi, to the smallest to Jianlibao, Coconut Breeze and other beverages that have formed a brand. In the market war into 97 years, according to their own past experience, corporate strength, solid expansion of its market easier, but also will lead to more intense market competition, as a beverage newcomer "beverage" to join the fight, directly into the heart of the competition will be subjected to multiple obstacles, crowded out, and therefore hope that our beverages on the 2011 was listed as China's tourism industry to develop a special drink, the number of tourists will reach 4.2 people, generating revenue of 437.57 billion.

The business plan idea by the tourism industry to start, for tourists, this consumer group, the hands of the money is sufficient, social activities, mobility, accept the ability to accept new things, curiosity, once the recognition and trust of this consumer group, will lead to a large number of consumer groups. Plans to enter the tourist market at the beginning of the year, while a small number of urban markets, this stage to increase publicity, establish the brand as the top priority, avoiding the virtual, in order to enter the urban market to prepare. Into the summer at the same time in the scenic area, the city launched a sales offensive for the youth consumer groups, in the establishment of the brand to the public, the ultimate goal of letting the "drink" and fruit equals to establish the brand in the travelers, on the other hand, can attract a number of foreign tourists, for the future to open up the international market to lay a good foundation, on the one hand, in the tourist To open up the market, so that enterprises have enough time to enter the urban market strategy, tourists and the urban market complement each other, can be loose or tight.

Third, marketing plan

1, product

A, packaging in accordance with national regulations, the pattern is simple and clear, red and white as the base color, highlighting the brand, can attract consumers to buy, have vitality, increase the anti-counterfeiting mark is not a must mainly to prevent counterfeiting, to attract the attention of consumers.

B, the pricing of the proposed national uniform retail price of 3 yuan, one, to reduce the time of money and goods transactions; second, to facilitate the calculation, change; third, the appropriate time to increase the number of vending machines.

(Others omitted)

2, promotional strategy (advertising-based)

A, the proposed advertisement for the "beverage juice into nature", the national media selection to television-based, reasonable choice of time period, you can follow the Coca-Cola and other commercials within the time period of the broadcast.

Local newspapers as the media of choice, the choice of television is generally appropriate for on-demand TV series or added in the children's program time slot.

B, unify the national point of sale brand logo, such as awnings, umbrellas, etc. on the logo, the production of beautiful keychain as a gift.

C. Strengthen the marketing plan, and strive to be listed as "2011 China Tourism" designated drinks.

D, large-scale activities

a, contact the local television stations in scenic areas, the tourism authorities to produce "drinks to take you on a tour of China," the television series of scenic films, stay 2 ~ 3 minutes of the travel guide, the introduction of food and accommodation, travel routes, highlighting the safety, this scenic film should be produced as soon as possible, the role of the role of the one hand, to promote the local tourism economy, to facilitate access to the beverage community. On the one hand, the role of the film should be produced as soon as possible, and on the other hand, it will bring the local tourism economy and facilitate the entry of beverages into local markets. On the other hand, to avoid contact with local protectionism.

b, the production of each set of 60 or 40 "scenic spots in the motherland" souvenir card, each a scenic spot. Each package comes with a general principle of selling only in the local scenic areas, production requirements: easy to collect, commemorative value, choose to set the card the most consumers to take one of the honorary sales inspector hired as a beverage, enjoy the same treatment as corporate employees and a number of monthly salaries, and set up a one, two, three, commemorative award a number of.

3, sales channels

1) East and West along the Yangtze River, North and South to the Beijing-Guangzhou area for the two main lines, in the Chengdu-Chongqing area, Beijing-Tianjin area, Shanghai-Nanjing-Hangzhou area, the Pearl River Delta, the four major densely populated and industrial and agricultural production bases to choose Beijing, Chongqing, Nanjing, Guangzhou, set up a regional sales headquarters.

a, Beijing headquarters is responsible for the three northeastern provinces, Beijing, Tianjin, Inner Mongolia, Hebei regional sales business.

b. Chongqing headquarters is responsible for the regional sales business in Yunnan, Guizhou, Hubei, Sichuan and Tibet.

c. Guangzhou headquarters is responsible for Guangdong, Hainan, Fujian, Hunan, Guangxi, Jiangxi regional sales business.

d. Nanjing headquarters is responsible for Shanghai, Zhejiang, Jiangsu, Shandong, Anhui regional sales business.

e. Xi'an headquarters of the enterprise is responsible for Shanxi, Henan, Northwest five provinces regional sales business.

2) by the five headquarters in their respective regions to establish a sales network of tourist attractions, famous tourist attractions dealers (level 1), reputation, service, visibility, direct wholesale to the hands of retailers for the bidding object.

In their respective regions, select the densely populated, developed transportation, economically developed cities to establish a first-class sales division or a first-class distributor, and gradually establish the region's urban sales network, contraction or expansion of the network outreach according to the local sales situation.

3) five headquarters is responsible for the business of the region, the headquarters of the enterprise to coordinate the management, the establishment of information systems network, timely collection, feedback information, the development of promotions, marketing and promotion plans, and the organization and implementation of the enterprise headquarters to determine the information, the development of the number of distribution, improve the sales inspectorate system.

4, marketing steps (omitted)

5, notes

1) to strengthen advertising planning, product planning, especially to strengthen corporate image planning.

2) timely and accurate collection of information, rapid analysis, adjust the sales plan, to prevent problems before they occur.

3) Activities carried out in response to the return of 1997, the risk factor of force majeure factors should be fully estimated.

Beverage marketing plan (2)

I. Activity Background

Coca-Cola and Hong Kong Disneyland in ** April 7, 2007 in Guangzhou formally announced that it has become a partner, Coca-Cola use of Hong Kong in ** September 12, opened the time to cooperate with the Hong Kong Disneyland, the launch of the "Drink more more hurry up action" free tour of the Hong Kong Disneyland. Action" free tour of Hong Kong Disneyland promotional activities.

Second, the activities of the object

15-25 years of age of the young people is the most energetic, the most adventurous group, they are more likely to be full of dreams, exciting Disney trip attracted, so they are the main target group attracted by this activity.

The form of the activity

In addition to the "Drink More, Get More, Hurry Up" activity, ten gold caps can be exchanged for a special card designed by Coca-Cola with Disney as the background, which can be mailed to your mother or father free of charge in exchange for an opportunity to express your filial piety and give your parents a pleasant surprise.

Each card has a lucky draw number printed on it, and after Parents' Day (June 30), Coca-Cola will conduct a lucky draw for the cards, and the winning information will be announced in the press/online, so consumers can redeem their prizes with the cards.

The operation is based on Coca-Cola's own sales channels, and each case of product is distributed with a heart card (), which is exchanged for a heart card at the nearest point of sale when the consumer collects all ten pull rings or gold caps. This facilitates consumers to redeem their prizes, and also makes it easier for Coca-Cola to operate and monitor this activity.

Fourth, entry point analysis

Beverage promotions are colorful and diverse. The only thing is that there is not yet a background of affection as the . Emotional appeal.

As the saying goes: mother's love is like water, father's love is like a mountain. The love of parents for their children is the greatest love in this world. Like the love of the Yangtze River and Yellow River to the children of the Yellow River, the love of the five mountains of Huangshan to the children of China.

The fashionable, lively young generation in the creation of their own world, at the same time also y grateful to our parents on the grace of our upbringing. But in the relatively conservative family atmosphere, it is difficult to find appropriate ways to express their filial piety. Although Mother's Day (May 8) and Father's Day (June 19) are American holidays, they are becoming more and more accepted around the world, especially in China. In order to make more target consumers pay attention to and participate in this promotion, we will use the heartfelt card as a bridge for the younger generation to communicate with their parents to express their filial piety as an entry point.

Coca-Cola's "Uncovered Gifts and Multiple Surprises" campaign not only provides an appropriate form of expressing filial piety. It also offers multiple surprises such as a trip to Disney, complimentary drinks and lucky draws, thus stimulating consumers' desire to buy.

V. Activity objectives

1, this promotion is to make the target group more concerned about the "drink more in the hurry up" free trip to Hong Kong Disneyland promotional activities.

2, through the point of sale of the attractive and strong publicity, as well as the theme of filial piety through the holiday set cover promotions, so as to achieve an increase in immediate sales and achieve the purpose of re-sale.

3, through the integration of special channels and distribution channels to expand the impact of the promotion.

Sixth, the dissemination of venues

for the gathering of the target consumer groups, schools (high schools / universities) and Internet cafes.

VII. Communication strategy:

1. Heartfelt card design

Heartfelt card using printed materials, design and promotional copy provided by Kailu, with Disney as the background, by Kailu plus copy and promotional themes and production.

2. Campus promotion

A. Schools to point of sale, aisles and other activities in the ground such as posters, leaflets and other ways to inform.

B, mobilize the school student union, according to the different circumstances of each school, the development of publicity

such as: school radio, school newspaper published affection-related soft reports or interviews, slightly brand advertising and inform the activity can be set cover for heart card information and so on.

C. Not using newspapers, TV, radio and other air media.

D. The poster is printed, with design and publicity copy provided by Kailu, based on the advertising poster provided by Coca-Cola, and produced by Kailu with additional copy and publicity theme.

3. Internet cafe promotion

Internet cafe adopts the form of advertisement boot desktop and advertisement screen saver, the design and publicity copy is provided by Kailu, based on the advertisement posters provided by Coca-Cola, and produced by Kailu with additional copy and publicity theme.

4. Promotion in large stores

Large supermarkets set up sales counters on Saturdays and Sundays to inform the public with posters, leaflets and other ground ways.

Large stores use roadshows combined with on-site promotions, held on holidays.

Eight, roadshow planning

1, the significance and purpose of the event

A, increase brand exposure, increase consumer attention to this "uncovered gifts multiple surprises" activities, increase brand understanding and preference;

B, the site of large-scale activities with promotions to increase sales, to protect the dealer shipment rate. B. On-site large-scale activities with promotions to increase sales, guarantee the shipment rate of dealers, and improve the confidence of dealers in the main brand;

C. During the peak season of the holiday beverage market, raise the "volume" from the terminal to suppress the voices of other brands, and occupy the position;

D. A large-scale roadshow to highlight the emotional appeal of Coca-Cola's "Love" campaign, and to provide a platform for the "Coca-Cola" campaign.

E. Create momentum and increase sales for the "Drink More, Act Now" free trip to Hong Kong Disneyland

2. Theme of the roadshow

1. The desire for the fantastic and exciting Disneyland;

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2, to the affection of the main line of sensational interpretation, highlighting the role of the heart card, stirring up the desire to buy instantly;

3, the promotional theme:

"Uncovered gifts multiple surprises"

4. Activity location

1, the location of the choice by the dealer and the sales representative * * * with the selected, according to the sales department, the sales department and the sales representative * * * with the chosen location, and the sales department and the sales representative * * * with the selected location. * * * selected by the same, according to the sales department approved the activities of the program by the advertising department unified arrangements;

2, cities around the main large supermarket plaza or nearby plaza (not more than ten minutes walking distance), the performance venue more than 1,000 square feet, three sides of the open space, shall not occupy the main city roads;

3, live reporting and approval procedures by the dealers are responsible for dealing with the venue fees, management fees and other venue costs Paid by the dealer;

5, the form of activities and promotional mix

1, time: April 2005 - June, this time period in the early good ground activities first publicity and promotion as a pavement, while the temperature in Guangdong is calm, sunny, a small amount of rain can be prepared to guard against the double-arched, the effect of the event is guaranteed;

2, according to the communication strategy for making the content of the event and the show Forms, material preparation, personnel composition, business training, etc.;

3, activities to Saturday or Sunday a, to tour, display, on-site Q&A, test-drive, lucky draw activities, interactive games;

4, promotional content: according to the "uncovered gifts multiple surprises" promotional content, it is recommended that the dealerships Arrangements for greater promotional content, such as the addition of small gifts, etc.;

Activity process

1, sales representatives and dealers to report the sales area of the roadshow activity plan, including time, location, venue, promotional content;

2, the Ministry of Commerce for approval;

3, the Advertising Department, according to the summary of each line, the unified arrangements for the plan and a written response to inform the agents;

3, the advertising department according to the summary of each line, unified arrangements for the plan and a written response. Notify the agent;

4, the day before the event, roadshow personnel, props in place, evening, installation;

Content arrangements

10:00 activities began;

Content: street dance, host introduction to introduce the activities and call for enthusiastic participation. Sensational skits, interactive games, sales, consulting, etc.

12:00 lunch break

14:30 pm to start

Content: cultural performances, interactive games, sales, consulting, etc.

17:00 exit

Interactive games:

1, quick drink faster than

Rules of the game: contain a paper cup, drink faster than

Contest rules: contain a paper cup, drink drink faster than

The game rules: contain a paper cup, drink faster than

The contest rules: contain a paper cup, drink faster than the drink. Paper cups, drink drinks faster than

2, hi cheers

Competition planning: two people take drinks 4 meters apart blindfolded, blow a whistle and walk further away from each other, three times after the cheers, the success of the cheers for the win

3, the acid trio

Competition planning: two groups of three six-footed race, take 4 cups of beverages, one cup on each side, the middle of the cup, first to the finish line as the win

4, other small games

Interactive game.

4, other small games

Name, rules, etc.

Activity monitoring

In order to make the roadshow activities more suitable for the needs of customers, sales representatives need to vigorously cooperate with the same time, in order to produce a greater effect, will be arranged as follows to monitor the implementation of the activities:

1, each roadshow, arrange for the advertisement of a staff member of the Department of the field to monitor the implementation of the whole process of the activities;

1, each roadshow, arrange for a staff member of the Department of the field monitoring the activities.

2, will produce the agency, sales representatives, advertising section, dealers four **** with the confirmation of the effectiveness of the activities of the evaluation form, and to diagnose the integrity of the implementation of the activities;

3, each activity to prepare at least four photographs for archiving purposes, reflecting the activities of the panoramic view, dance, test drive, car show and so on;

4, each activity Activity gift consumption number to provide a detailed report;

5, the presence of personnel to provide an accurate group photo and sign-in sheet;

VIII, promotional activities (for reference)

1, the theme of the event: uncovered gifts multiple surprises

2, the event time: April 27, 2005 to June 30

3, the event region: Guangdong Province Nine cities (Shantou, Guangzhou, Shenzhen, Huizhou, Huazhong, Huazhong, Dongguan, Foshan, Qingyuan, Haifeng)

4, activities:

Uncover the surprise award: uncover the gold cover, there is a chance to get the first to travel to the Hong Kong Disneyland

Uncover the experience award: uncover the gold cover, there is a chance to get a complimentary drink

Uncover the award for filial piety: uncover the gold cover, have been uncovered as long as the collection of ten pull-tabs or gold cover. If you collect enough ten rings or gold caps, you can send a special card provided by Coca-Cola on Mother's Day and Father's Day

Uncovering Prize: mothers or fathers can take part in the lucky draw according to the number on the card, and have a chance to get the (prizes to be decided)

IX. Cost Budget (Omitted)

X. Forecast of Activity Effect

1. "Drink more in the fast action" free trip to Hong Kong Disneyland promotional activities to understand, improve the impact of the activities, directly promote the rise of sales in Guangdong;

2, to improve the brand terminal exposure, the beverage industry for the first time in the context of the marketing of the affectionate background to increase consumer preference for the brand, helping to enhance the brand image.

3, the form and content of the activities of a strong sense of participation, the realization of the brand and consumer interaction, increase the degree of attention;

Promotional activities with a clear theme, long duration, strong, novel activities, far-reaching impact.