Red wine promotion plan

I. Introduction

Changyu dry red wine is known as the first brand in China wine industry, and it is the brand with the longest history and the most perfect marketing network in China wine industry. However, in Guangdong, the market share of Changyu dry red wine is seriously inconsistent with her brand position. If Changyu dry red wine wants to make a major market breakthrough, it is necessary to mobilize all the forces that can be mobilized, formulate a scientific and rigorous marketing plan, seize the market opportunity and occupy more market share in Shenzhen when competitors are not alert.

Second, the market analysis

1) advantages

Changyu dry red wine is a famous brand in China, which occupies the most important market share in the national market and has impressive sales performance in many important cities. Consumers in Shenzhen come from all over the country and are no strangers to Changyu wine.

2. Changyu dry red wine has the longest history and the deepest cultural heritage in the domestic wine industry, which meets the psychological needs of wine consumers to pursue high-end consumption and is conducive to the market speculation of Changyu dry red wine.

2) Disadvantages

1, Shenzhen dry red wine market has long been occupied by Great Wall dry red wine. In this way, the Great Wall dry red wine is preconceived, and has formed a brand image and a high brand status in the minds of consumers. Many consumers think Great Wall dry red wine is the best, both in taste and cost performance. Eliminating this concept requires a lot of work.

2. Although Changyu dry red wine has a high reputation in China, Shenzhen consumers don't know enough about the products of Changyu dry red wine. Without a comprehensive understanding of the product, their trust in the product is not high, and it is difficult for consumers to form a good brand image, and it is also difficult to agree with the price and taste of Changyu dry red wine.

3. Shenzhen citizens seldom watch CCTV programs, so the advertisement of Changyu wine in CCTV has little influence on Shenzhen consumers.

3) Opportunity point

The Great Wall wine market in Shenzhen is completely in a state of natural sales. Great Wall Wine Company doesn't have much affinity for consumers, and the market seems strong, but the brand foundation is not solid. Besides, the quality of Great Wall wine and Changyu wine is of the same grade, and Changyu wine company is a company with dominant background strength. At present, Changyu wine market is only 1/5 of competitors. Therefore, Changyu wine can quickly establish Changyu's brand image among Shenzhen citizens through various marketing means and authoritative media to seize market opportunities.

Third, the target market

1, middle-aged and young people with high economic income who are not good at drinking liquor and pay attention to lifestyle;

2. Middle-aged and elderly people with successful careers, happy families and stable lives.

Fourth, consumer psychology analysis.

Drinking wine requires a specific environment. Different from drinking liquor to get drunk, drinking beer to buy happiness, and drinking wine to get a good mood and taste, drinking wine pays the most attention to the drinking environment and place.

Verb (abbreviation of verb) marketing strategy

1, breaking the position of the Great Wall dominating the boss.

Hold a press conference to convey the news that Changyu dry red wine has entered Shenzhen strongly, and make an analysis through the news media: in Shenzhen wine market, Changyu will sit side by side with the Great Wall as the market leader, posing as a rival and shine brilliantly. At the same time, with the help of media analysis, competitors can be stimulated with more intense language. If we can get our competitors to fight back, we can also "talk" with them through the media. The more topics we raise and the more news we pay attention to, the better it will be for Changyu dry red wine. Because in the process of "dialogue", when writing dry red wine with the help of the media, Changyu and Great Wall will be put together, thus greatly accelerating the spread of Changyu dry red wine brand and enhancing the brand image of Changyu wine.

2. Establish the brand image of Changyu Liquor.

Changyu Wine advertises through various means and channels, especially the authoritative news media of the government, and its credibility is still very high, so it should be regarded as an important position in brand image building.

3. Renew ideas and guide consumption.

Drinking is not only in some elegant places, gently clinking glasses and savoring ... At the same time, wine is rich in various elements, which also gives her natural medical functions. Drink for health! It creates added value for drinking wine. Compared with liquor and beer, this is the biggest advantage of wine.

Sixth, advertising strategy.

1, promotional activities

Promotion is an important part of this marketing plan and the climax of the whole marketing activity. (See attached page for detailed scheme)

2. Press conference

Hold a press conference 20 days before the event, and strive for many major media to publish news reports. The theme of the conference is: Changyu dry red wine has entered Shenzhen strongly, Pengcheng dry red wine market is filled with smoke, Changyu dry red wine will compete with Great Wall dry red wine, create news hotspots and hype gimmicks.

3. Interview with company leaders and soft-text advertisements

After the press conference, soft advertisements were used for follow-up hype, and the market trend of Changyu wine in Shenzhen was further released, which continued to attract consumers' attention. At the same time, I lost no time in interviewing the leaders of Changyu Company in Shenzhen, and made a comprehensive interpretation of Changyu dry red wine, so that consumers could understand Changyu dry red wine, gradually accept Changyu dry red wine and gradually identify with her wine culture.

4. Outdoor billboards

Downtown, there are many people, and the effect of issuing outdoor billboards is good.

5. Hold a lecture on wine health care.

Promote the value-added effect of drinking wine on health care through lectures and other forms.

6. Gift promotion

Gift promotion is a very intuitive and effective means of promotion, and the quality of gifts can directly affect the quality of sales.

Red wine promotion plan (2)

This product is promoted in restaurants, namely restaurants and restaurants. Only by analyzing the advantages and disadvantages and understanding the market demand in detail can it be better developed and popularized.

Advantages:

1. The products are imported from France, which are high-quality products in food hygiene and meet the market demand;

2. In today's society, various pressures and pollution make people more and more sub-healthy, which makes people pay attention to health care; Red wine has certain health care function and meets people's health needs;

3. At present, most restaurants offer liquor and beer, while red wine only has traditional brands such as Great Wall and Changyu, with fewer varieties and less choice; It provides considerable space for this product.

Disadvantages:

1. At present, the cognitive image of product brands in consumers' minds is very vague, almost zero;

2. The product price is slightly higher, which is also a key for consumers to choose;

3. Most consumers only know that red wine is good for health; As for why it is good for your health, what are the benefits?

In view of the above situation, we need to spread information to consumers, instill the concept of red wine for consumers, and lead the pure red wine consumption habits. Determine product positioning, highlight advantages and define consumer groups; Let potential customers have a "unknown-known-understanding-heart-action" development process.

The purpose of this promotion is to provide brand awareness quickly and increase the trial opportunities of new products. Specific ways are: advertising, product launch, various promotions, public relations activities, etc.

Advertising:

1. Post well-designed POP product posters in conspicuous places in restaurants; And erect vertical posters.

2. Laying carpets or non-slip mats printed with product names and advertising words at the entrance of restaurants, toilets and performance stages;

3. Strive for a good place on the wine display cabinet in the restaurant;

4. Set up a special product promotion and exhibition platform in the dining place, place DM sheets or brochures introducing products, and use advertising machines to play promotional videos of products in cycles. If conditions permit, you can make a pyramid-shaped pusher (similar to the champagne pusher at the banquet) on this exhibition platform for diners to taste and learn more about the products from the taste;

5. Professional salesmen wear customized promotional clothes representing the product image from the moment they enter the door, and obey the product introduction of consumers, which plays a subtle role;

6. Place a special wine brand on each dining table for consumers to see at a glance. () and provide the hotel with bottle openers and goblets with product labels, which subtly makes the products deeply rooted in people's hearts.

Product launch:

Because the product is brand new to the market, consumers know nothing about it; It is suggested to hold a product launch conference in the restaurant, or call it a cocktail party; Introduce the knowledge of red wine and its health benefits. And guide consumers to buy.

1. wine tasting invitation, inviting friends from all walks of life such as the media and customers, and inviting long-term customers of the hotel with the cooperation of catering outlets.

2. The layout should be discussed with the Food and Beverage Department. Balloon arches, nitrogen balls, couplets and other celebration items can be erected at the entrance of the restaurant; From the entrance to the stage, a red carpet is laid, and the main entrance of the hotel is equipped with a big backboard marked with products. The hostess welcomed the guests and led them to sign in. After the guests sign in, take the red carpet to enter. There is elaborate music in the venue, as well as audio or video introducing products. Put the guest's name tag on the dining table.

The host announced the start of the reception and set off cold fireworks. The host introduced the purpose of the activity and the opening program to improve the atmosphere. The host interacts with the guests in the audience by asking questions (mainly asking some knowledge about red wine), and the guests who answer the questions will get small gifts; Take this opportunity to tell you that your understanding of red wine is incorrect or incomplete, and then the host leads out the product representative to explain the knowledge of red wine to you. After the introduction of alcohol knowledge, the host will introduce the next program, and the model will advertise the product in the form of sitcom; Then the hostess invited the guests to open our products for everyone to taste. The host once again invited everyone to enjoy the wonderful program, pushed the program to a climax, and drew a lottery for the guests on the spot. (The prizes are products and their corresponding accessories, such as bottle openers and goblets with product labels). The host declared the event a complete success and began the banquet. Every guest will receive a souvenir after the break. (Use customized product handbags, product picture books, red wine health preservation methods, small souvenirs, bottle openers, red wine-shaped lighters, etc. ).

Various promotions: the key to consumer consumption depends on a cost performance ratio, which is owned by all psychological people who take advantage of small things. In view of this, we have launched a variety of promotion methods.

1. price promotion: it is one of the most common and direct promotion methods, that is, reducing the sales price of products (divided into direct price reduction and indirect price reduction) to benefit consumers. Such as specials, discounts, coupons, etc. You can flexibly grasp the discount of the product in the first month, or you can buy a meal coupon that will take effect the next day.

2. Gift promotion: a promotion method of giving away this product or other products or services other than this product according to the purchase quantity or amount. For example, buy two and get one free, increase the quantity without increasing the price, increase the product bottle opener, and give away the special red wine glass for the product.

3. Reward promotion: promotion methods that stimulate consumers' enthusiasm for consumption with certain material or spiritual rewards, such as prize-winning unpacking, scratch cards, centralized lottery, etc. You can make a serial number and hang a brand every time you sell a bottle of products; Draw a lottery for the products sold today at the same time every day, and the prizes are divided into first, second and third grades; (such as a bottle of this product, catering discount cards, vouchers, fruit baskets, bottle openers, lighters, wine glasses, shopping bags, etc.). ).

Public relations activities: various cultural performances, witty games and prize-winning questions and answers can be launched to stimulate consumers' enthusiasm for understanding products. And for some special festivals, theme programs can be carried out. For example,165438+1October 14, which is World Diabetes Day, can specialize in the health care function of red wine for diabetics.

Cultural performances are mainly songs and dances, instrumental performances and model wine displays; Cycle from Monday to Sunday to ensure the freshness of consumers. Custom carpets are laid on the stage, and the product backboard is made at the back of the stage, so that consumers can naturally see the logo of our products while watching the performance.

Wit games and prize-winning questions and answers are all led by the host to interact with each other, thus promoting everyone to understand the products and stimulate consumption.

This month's schedule,

Every Monday: cultural performances, including two songs (65,438+0 singers), two dances (3 dancers), an instrumental performance (65,438+0 performers) and two model product demonstrations (4 models);

Every Tuesday: quiz activity, the host reads the prepared riddle to all consumers in the audience, and gives a souvenir to those who guess the right answer; According to the difficulty, souvenirs are different;

Every Wednesday: I love reciting lyrics, and the host sings the last lyric on the stage. The person who can sing the next sentence accurately will get a souvenir;

Every Thursday: cultural performances, the same Monday;

Every Friday:165438+1October1,four sticks, the biggest festival. Put up a poster at the door, and the door-to-door salesman will tell everyone that if our consumers are single today, they can sign up for tonight's event; The name of the activity is "Who is the cutest beauty/handsome guy in your heart";

Rules (Take the boys' edition as an example)

1. The host invited a registered consumer to take the stage and stand with his back to the audience;

2. The host explained the rules of the game and told everyone that if there are single friends here, please stand up temporarily and choose the cutest person in their minds by answering a series of alternative questions;

3. The host asks questions to the consumers on the stage, and after they answer the questions, the unqualified people sit down;

4. Moderator: "Is the cutest girl in your mind higher than 1.65m or lower than 1.65m?" If the answer is higher than1.65m, then girls standing below1.65m can sit down;

5. Moderator "Is the cutest girl in your mind long hair or short hair?" If the answer is long hair, then girls with short hair can sit down;

6. Moderator "Is the cutest girl in your mind a single eyelid or a double eyelid?" If you answer double eyelids, then girls with single eyelids can sit down;

7. Moderator: "Does the cutest girl in your mind wear dark clothes or light clothes?" If you answer light clothes, then girls in dark clothes can sit down;

8. When only the last lady was standing, the host ended the question and asked the contestants to turn around and admire the perfect woman in their hearts.

9. The host invited the beautiful woman to go on stage, stand side by side with the contestants, give her blessings and distribute souvenirs. If both parties are interested, you can leave your contact information.

This activity will continue to be used every Friday. You can register in advance or on site.

Every Saturday: wine knowledge quiz, the host will introduce you to the knowledge about wine and tell you in advance, so listen carefully and ask questions later, and the winner will be rewarded. For example, how to identify red wine, what kind of red wine is good, how to look at it and how to taste it; After the explanation, ask consumers to taste it and talk about their feelings after tasting it; Let consumers talk about products and win prizes.

Every Sunday: cultural performances, the same Monday.

The main quotation budget is as follows:

Advertisement: Total 15780

POP poster: 10, * * * 500;

Vertical poster rack: 6200;

Explosive stickers: 5 copies, 50;

Carpet: 30/ flat, performance stage size 5M*3M, 15 flat, 450;

Anti-skid pad: 6,30/piece,180;

DM leaflets and brochures: 5000 copies, 0.3/ copy,1500;

Handbags: 0.5/ piece, 5,000, 2,500

Advertising machine, one, 800;

Product propaganda film, recording, post-production, dubbing, etc. , 1000;

Clothing for promotion personnel, 150/ person, 4 persons, 600;

Table wine cards, 10/ piece, 50 pieces, 500 pieces;

Bottle opener, 5 pieces/piece, 500 pieces, 2500 pieces;

Goblets, 5 pieces/piece, 500,2500;

Lighters, 5/piece, 500, 2500;

Product cocktail party: 4540 in total;

Invitation: 0.2/ piece, 200 pieces, * * * 40;

Celebration supplies: balloon arch, red carpet, stereo, cold light fireworks, etc. , 1500;

Sign-in board:100;

Stage rebounds: 300;

Guest brand: 1/ piece, 100 piece, 100 piece;

Lottery box: 50;

Cast member: host, 600; Etiquette, 100/ person, 6 people, 600; Dance, 150/ person, 3 people, 450; Models, 200/ person, 2 people, 400; Instrumental performance, 400.

Public relations activities: permanent residence, ***24500

Promoters: 2000/ person/month, ***4 people, 6000;

Moderator: 3000/ month, *** 1 person;

Singer: 2000/ month;

Model: 1500/ person/month, ***4 persons;

Dance: 1500/ person/month, ***3 people;

Instrumental music: 3000/ person/month, *** 1 person.

Red wine promotion plan (3)

1. Inspiration from coffee partners: Since coffee can adjust the bitterness of coffee by adding non-partners, wine can also solve the astringency of the original wine by adding wine partners, and the blending amount can be determined according to personal preferences. A sweet beverage can be used as a partner to improve the taste. This is inspired by the fact that many women like to blend a certain proportion of Sprite or Qixi when drinking wine to adjust the astringency of the original wine. This not only maintains the orthodoxy of traditional red wine, but also improves the taste and drinking style, so that consumers can get the mood of drinking homemade cocktails. Only in this way can we win more consumer groups.

1# Scheme Countermeasures: It is simple and feasible to add only one idea, but the production line added for this purpose is not planned by the manufacturer. Try to save costs and improve as much as possible in exchange for greater profits, and cooperate with suitable sweet beverage manufacturers through business relations and bundled sales. Achieve the goal of doubling profits.

2. Wine has no sense of touch, only taste is not enough. You need to feel whether the bubbles touch your lips while drinking, and the three-dimensional sense is insufficient. Wine needs four senses to conquer consumers.

2# Solution: When drinking good wine, we can find that the longer the wine is, the more obvious the hanging cup is, and the sticky+dry makes many people who can't really taste wine stay away. Wine is called a living liquid because it contains tannic acid, which can be neutralized by oxygen in the air. This is why there needs to be a sober-up process before wine tasting, which is also the significance of wine tasting procedures. How to complete the wine tasting procedure without leaving the container, so that the tannic acid can be fully oxidized and the wine can smell fragrant? Effervescent tablets are a good choice. Take out the effervescent tablets together with the package, put the bound effervescent tablets into the wine at the same time (or smaller, you can put them into each drinker's cup), and react with the liquid to achieve the purpose of drinking and drinking tannic acid. One can improve the taste and the other is fresh. Note: the effervescent tablets used should have no precipitation after reaction, followed by odorless foaming tablets. In order to avoid destroying the natural flavor of wine, the reaction time should not be too short, and it is appropriate to keep it for 2 ~ 5 minutes. Due to the particularity of wine bottles, effervescent tablets can be made into effervescent suppositories and so on.

Since it is sold as an alcoholic beverage, it is both a non-alcoholic beverage and a beverage. In terms of packaging, well-known brands are now gathering, and the bottle types are similar, which has been unable to stand out in a row of goods. And if you can't attract people's attention, how can you make further choices? The change of appearance is also an inevitable trend.

Solution 3#: From the packaging point of view, the traditional Bordeaux bottle is really elegant, which is also caused by the traditional concept. However, it should be noted that the single products of various manufacturers are gorgeous enough, why it is difficult to stand out when they are put on the shelves, because the almost consistent colors and shapes make sales enter the shackles of no personality. ToyRat magery, a packaging design company in Sonoma County, California, recently set up an aluminum bottle consortium, and it is expected that a brand-new wine packaging concept-aluminum bottle will be introduced to the market in the near future. Compared with traditional glass bottles and new aluminum manufacturing technology, aluminum wine bottles can make aluminum into almost any size and shape. In the future, the texture of aluminum wine bottles will not be as light as many soda cans, and they will be high-grade products that can replace plastics, cartons and other packaging. Of course, compared with glass bottles, the biggest advantage of aluminum bottles is that they are not fragile. And its processing cost is only 1\2 of the same size glass bottle. More importantly, in today's advocating personalized consumption and novel senses, aluminum wine bottles should attract the attention of young people. To stand out from many products, you need sensory stimulation first.

4. Joint operation with the powerful catering industry.

4# Solution: As we all know, McDonald's and KFC, one of which mainly deals in Coca-Cola and the other mainly deals in Pepsi-Cola, but not long ago, Wang Laoji successfully entered his enterprise and sold Wang Laoji, who had reduced the fire, into the fast food industry. Why? Because most of the foods it mainly deals in are fried and high-calorie foods, people are most afraid of getting angry after eating them, and the foods it deals in are within the range of getting angry, so selling with herbal tea is not just a surprise. Careful observation can lead to a conclusion, where are the origins of these two fast food chain enterprises? The answer is: imported products, yes, were introduced to China from abroad, so wine, especially white wine, is very suitable for drinking with meat and seafood. Then the solution of this scheme is quite obvious and needs a public relations channel.

There is no end to consumption and no boundary to creation.

The market is jointly created by consumers and producers. Ever since seeing birds flying, human beings have wanted to fly, so some people have created airplanes, which is called "on demand"; Copying has been a hard job since ancient times, but no one has ever needed a copier. It was not until a wise man made it that everyone suddenly realized that this was called "creating demand".

How long the history is, how far the demand is.

A good sense of creation combined with advertising in the later period is bound to come naturally.