Brand promotion strategy

2. Brand positioning and brand creative shaping

3. Brand strategy

4. Brand strategy

5. Action plan

Case:

Jian Nanchun? Xiongfeng Liquor in Han and Tang Dynasties —— Planning scheme for listing and operation

catalogue

The first part analyzes the current situation of liquor market environment in China.

First, the national liquor market environment and market capacity

Second, the analysis of the current situation of national liquor market

Analysis on the development marketing model of liquor industry in three countries

The second part is the brand positioning and brand creative shaping in Han and Tang Dynasties.

brand positioning

Second, the shaping and implementation of brand creativity

The third part is the company's marketing strategy and marketing objectives.

A company's marketing strategy in the early stage of development

Second, the company's marketing target plan

Trivalent system

The fourth part is the realization of the company's marketing objectives.

A marketing model of company brand development

Second, the company's marketing expansion goals

Organization and operation management mechanism of marketing company

Part V Marketing Action Plan of the Company in 2009

1. Sales plan

2. Dealer control measures

Marketing activity plan

The sixth part is the core marketing plan

The first part analyzes the current situation of liquor market environment in China.

First, the national liquor market environment and market capacity

With the continuous improvement of China's reform and opening-up policy and China's successful accession to the WTO, the economic situation in China has undergone earth-shaking changes. With the continuous improvement of people's living standards, people's demand and taste for material life and spiritual life are also constantly improving. Although the competition of liquor products is becoming more and more fierce with the increase of various liquor varieties such as beer, red wine and foreign wine, liquor still plays an extremely important role in the emotional communication among political circles, business circles and ordinary people in China in the wine culture of thousands of years. After investigation, at present, the high-end market capacity of liquor in China is nearly 10 billion yuan, and the consumption capacity of middle and low-grade liquor is tens of billions yuan, ranking first in the fast-moving consumer goods industry in China.

Second, the analysis of the current situation of national liquor market

Nowadays, there are many liquor brands, and the competition in the liquor market has entered a white-hot state. In addition to several well-known brand-name products, the growing second-line brands and real estate brands are also trying to expand their share in the liquor market. In the face of China's economic transformation, liquor consumption is constantly changing. Among them, the low-end liquor market of several yuan to twenty yuan has been occupied by beer and some secondary brands and real estate brands; The high-end products from 300 yuan to 500 yuan are occupied by Maotai, Wuliangye, Jiannanchun, Fang Shuijing and Guojiao 1573. Facing the high-end liquor market from 30 yuan to 200 yuan, all kinds of liquor brands want to occupy a place in this kind of market. The mid-to-high-end market is dominated by consumption channels such as friends and colleagues' gatherings, business entertainment, and group purchases of alcohol by enterprises and institutions. In recent years, Jinliufu series, Liu Yanghe series, Xiaojiaolou series, Yanghe series, LU ZHOU LAO JIAO CO.,LTD stock series, Gu Feng series and Eighteen Craftsmen series have all positioned their products in the middle and high-end series. The competition in the high-end liquor market is becoming more and more fierce. In the face of such fierce market competition, how do new liquor brands stand out among many liquor brands? Facing the huge market space, more standardized market operation and more diversified means of competition, new brands must establish their own brand image, innovate unique marketing concepts, strengthen product quality and form characteristics different from other liquor brands in order to occupy a place in the market.

Three, the national liquor industry development marketing model analysis

The development of liquor from micro to macro, from the "medium board" marketing model in previous years to the "trunk era" marketing model now, plays an important role in all aspects of the middle and high-grade liquor market.

1, the characteristics of "intraday" marketing model

A, single channel marketing mode B, monotonous channel operation mode

2. The characteristics of the "suitcase era" marketing model

A, terminal fragmentation B, channel diversification C, core consumer groups drift

The second part is the brand positioning and brand creative shaping in Han and Tang Dynasties.

First, Han and Tang brand positioning

1, brand positioning:

After in-depth market research, combined with the brand cultural characteristics of Jian Nanchun, the Han and Tang series products are integrated into the emotional marketing of China traditional culture. Taking advantage of the origin and development experience of Jiannanchun wine, combining the ancient Han and Tang culture in China, the flourishing age culture in China and the traditional virtues in China, we created the Xiongfeng wine culture in Han and Tang dynasties, and made Xiongfeng wine a historical and cultural brand from four aspects: product, communication, marketing and culture. Develop trunk projects and carry out emotional marketing, so that the Xiongfeng brand in Han and Tang Dynasties can truly become the first historical and cultural business gifts wine in China. China's history and culture of Han and Tang dynasties for thousands of years and the affection and friendship of China in today's prosperous times are all presented through the carrier of liquor.

2. Brand concept: develop brands and create famous brands.

Relying on the brand effect of Jian Nanchun, combining the cultural background of the prosperous period of Han and Tang Dynasties, and aiming at the extensive psychology of modern consumers, we will create our own brand culture of Han and Tang Dynasties.

3, brand target consumer positioning

According to the price system determined by Xiong Feng liquor products in Han and Tang Dynasties, the four products belong to two different grades, among which' gift box and boutique' are positioned as middle and high-end products, giving gifts mainly and taking the business gift route; Specially brewed and fine wines are positioned as middle and low-grade products, focusing on market access and winning by quantity. These two different consumption orientations have different target consumers, as shown below:

Description Table of Consumer Orientation of Xiong Feng Liquor in Han and Tang Dynasties

product

Distinguish between gift boxes, specialties and fine wines.

Consumers ①25-50 years old, well educated; Working for more than two years, earning a lot of money and being economically independent; Successful people who often participate in various social activities, have ample opportunities to contact and consume liquor, and have a preliminary understanding of liquor brands.

② Business, entertainment and welfare consumption of enterprises and institutions ① The general public, aged 20-80, take part in social work, with limited economic income, and have a special liking for liquor. Due to economic reasons, they rarely have the opportunity to enjoy high-grade liquor with higher price.

② Wedding group purchase and party consumption

Consumption characteristics ① This kind of successful pursuit of high-quality life and high-quality enjoyment, some individuals have obvious influence in the group, and it is easy to create all kinds of "word-of-mouth popularity" and form a follow-up phenomenon.

(2) Enterprises and institutions emphasize face-saving projects in business entertainment, which have consumption power and are easy to follow suit. (1) Life first, enjoyment later. Due to objective economic conditions, everything will be reasonable and cost-effective.

② There are many weddings and parties, and liquor products with economical brand culture that meet the inner demands are needed.

Consumption pattern ① Consumption is more casual, and most people may spend a lot of money when they have time, so they can look at things from a developmental perspective. From the investment concept, it is considered that giving gifts to relatives is an important way to communicate feelings and enjoy this spiritual pleasure.

② Business entertainment and welfare of enterprises and institutions are long-term consumption, which requires brand culture, popularity and high quality. ① Liquor products basically have the characteristics of rational consumption. Carefully compare and analyze the consumption items outside the daily planning, and finally finalize a product with the best quality and the lowest price, so that emotional communication can be alive and concrete, regardless of the advantages and disadvantages of external forms.

Weddings and parties belong to one-time consumption, and the brand culture with reasonable price is matched to please consumers' appetite.

Second, the creative implementation of brand building

1, the dominant idea

During the branding of Xiongfeng Liquor in Han and Tang Dynasties, the dominant idea of creative expression strategy can be achieved through the cooperation, complementarity and interaction of several publicity means such as plane, TV, soft text, network and terminal, and finally achieve the effect of promoting products, spreading brands and shaping brands.

2. Various ways of creative performance planning

Description table of various creative expression strategies

Characteristics of creative strategy form and specific implementation explanation form

Television through television is not only the promotion of products, but also the intuitive revelation of brand connotation. Through TV media, we should pay attention to attracting people with emotion and interest. At the same time, according to the development stage of the product, in cooperation with various public relations activities, documentary TV feature films will be produced and broadcast on TV media, or made into CDs, which will deepen dealers and consumers' understanding of products and brands and form a good reputation. ① Advertise on TV, creatively express brand connotation and brand consumption demands, meet the psychological needs of target consumers, and make people feel better.

(2) Shooting a special short film, combining the information and characteristics of Jiannanchun wine industry-brand culture of Han and Tang Dynasties.

(3) In the form of sponsorship and title. The prime time of a popular TV program or series will deepen its influence.

Graphic features: aiming at hard advertisements, spread products and brands through creativity, participation, display and dissemination of exquisite graphic images.

② Implementation instructions: It can be used in various publicity methods, including outdoor advertisements, print advertisements of newspapers and magazines, product albums, etc. ① Outdoor advertisements, such as posters, promote products and brand culture.

② The desk card can be placed in the counter, which is small and convenient to browse.

(3) Leaflets to facilitate the dissemination and display of product images.

(4) Spray painting, which can be set in crowded and prosperous places or in wide and eye-catching places.

(5) light box, set in the bus waiting station, etc.

⑥ Newspapers and periodicals can be aimed at special consumer groups.

⑦ In the early stage, the product image is the mainstay, and in the later stage, the brand image theme graphic design advertisement is the mainstay.

Network ① Features: It spreads quickly and widely, and plays an increasingly important role in modern people's lives.

② Implementation Notes: Establish product websites, put advertisements on major portals, and organize various activities in cooperation with influential websites. And promote the brand and shape the brand image in a subtle way. ① Establish websites of Chinese, Tang and brand names with rich and detailed contents, which are convenient for consumers to inquire and dealers to understand.

② Choose the most influential large-scale websites to publish Flash advertisements.

(3) Questionnaires were conducted on the network emotion named after the heroism of Han and Tang Dynasties.

Characteristics of creative strategy form and specific implementation explanation form

The characteristics of soft text communication ①: soft text advertising, thematic, systematic, wide audience, spreading brand cultural connotation.

② Implementation instructions: Choose ordinary newspapers and magazines or professional media to carry out soft-text hype, release information, spread brand culture connotation and attract dealers. ① Use the Spring Festival, Mid-Autumn Festival and other festivals to publish information in the form of greetings and congratulations in newspapers, magazines and other media to spread the brand cultural connotation.

(2) In the professional media, soft hype is carried out from the aspects of enterprise strength, brand culture, product quality and marketing preference. , thus attracting dealers.

(3) To achieve the purpose of brand communication through investment promotion manual and image manual.

Features of the terminal ①: intuitive and easy to observe, and excellent terminal image can make the product stand out.

② Implementation Note: Create a unified and excellent terminal image, realize innovation in form, and realize life in content.

① Large and medium-sized shopping malls, supermarkets and hotels: the exterior walls of shops are painted and hung with relatively large-scale paintings, which are intuitive and eye-catching; Set up a monopoly counter in an eye-catching position in or in front of the store, and configure POP advertisements, display racks, etc. The sales promotion lady wears specially designed sales promotion clothes to spread the brand culture and needs of brand A.

② Small supermarkets and restaurants: make shop signs, set up X-shaped display tables, table cards and small hanging pictures, occupy favorable terrain, and choose eye-catching shelves to display product images.

Features of promotional products ①: low cost, heavy etiquette, which can subtly impress consumers.

② Matters needing attention in implementation: The design and production of promotional gifts that matches the cultural connotation of the brand not only saves the cost, but also plays an important role in dissemination and promotion. Stationery, household consumer goods, lighters, poker, umbrellas, tea sets, wine glasses, etc. As a promotional gifts for consumers.

The third part is the company's marketing strategy and objectives.

First, the company's marketing strategy in the early stage of development

1, product development strategy

The company's early product development and product research and development mainly reflected Han and Tang culture. At present, the market competition is becoming more and more fierce. Therefore, in product research and development, scientific methods, market research and many testing methods are adopted to ensure the vitality and sales force of products once they are listed. In marketing strategy, we should also pay attention to the differentiation of various series of products and complement each other in the market.

⑴. Marketing strategy of high-end products (gift boxes, fine products)

① Product packaging design: beautiful and distinctive, reflecting the rich cultural heritage of Xiongfeng brand in Han and Tang Dynasties, and making its terminal display stand out among middle and high-grade liquor products.

② Product marketing mode: image shop construction and display, trunk mode, wine for business and wine for gifts.

⑵. Marketing strategy of low-end products (special and fine wines).

① Product packaging design: beautiful and distinctive, reflecting the rich cultural heritage of Xiongfeng brand in Han and Tang Dynasties, making its terminal display eye-catching and prominent in low-end liquor products. For example, the packaging of happy moments embodies a happy and happy life atmosphere.

② Product marketing mode: wedding group purchase, party group purchase and circulation.

2, product price development strategy

① See the product price list of Hantang Xiong Feng Company for the specific price of each series of products. If this price system has been tested by the market, it needs to be adjusted according to the regional market, and adjusted according to the actual demand after discussion.

The basic idea of product price is: unified distribution price throughout the country.

3. Distribution channel development strategy

Combined with the company's actual situation, we should choose a controllable distribution model to reduce the company's financial pressure and increase market operability, which can be divided into the following categories.

(1) Terminal channel providers refer to customers with modern A, B and C terminal networks.

(2) Distribution channels refer to customers with wholesale networks.

3 Dealers such as catering refer to customers with special channels such as catering.

Among them, all kinds of customers may have sales channels for other types of customers, and the specific operation depends on the actual situation. In each city, you can choose an omni-channel distributor, or you can choose several distributors with different channels.

4. Marketing promotion combination strategy

According to the product characteristics of our company, in 2009, our company will flexibly respond to the market situation in marketing promotion and implement the following four levels of work.

(1), for consumers

In order to make a flexible market response, this level of policy is operated by dealers.

② The company plans to do nationwide image promotion activities only on major festivals throughout the year, and the specific plans and schemes are formulated by the market planning.

(2) For terminal services

① It is mainly aimed at the terminal retailers of circulation channels, and the formulation of specific policies should be considered together with the policies of dealers.

(3), for dealers

① Under the current controllable dealer model, only when the interests of dealers are fully considered in all marketing can the market develop healthily. These two levels of market policies are basically reflected in the investment policies of Han and Tang dynasties, but they will be adjusted according to specific regions in the specific implementation process.

(4), for marketing personnel

(1) Although the commission of marketing personnel has been reflected in the whole salary system, in order to ensure the effective implementation of a certain project, an incentive policy has been set up separately, which is reflected in the appendix of the promotion project by market planning.

Second, the company's marketing target plan

Based on the strategic concept of developing and creating famous brands, it is estimated that it will take 3-5 years to complete the brand development strategy.

Company marketing target schedule

Estimated completion time of sales target in brand development stage (yuan)

Market startup period: 2009-2065438+00: 30 million-50 million.

Market development period: 2010-201350 million-200 million.

Market maturity: 2013-2015.2 billion-10 billion.

Third, the price system (omitted)

The fourth part is the realization of the company's marketing objectives.

As a new brand, Xiongfeng in Han and Tang Dynasties is currently facing the primary problem of how to open the market and start brand development. The company plans to explore the market in one to two years, and improve its strategic planning according to market development and demand changes.

First, the establishment of the company's brand development marketing model

1. According to the current strategic transformation of the industry, the center has set up model markets in major regional markets, realized the image of regional market leaders, ensured the leading position in major regional markets through point to area, and expanded the market share of channels and terminal outlets.

2. The core operation of high-end market, the arrival of suitcase era, and the core operation of regional market brand building with high-end government wine and business wine as the core.

Second, the company's marketing expansion goals

1, the overall idea

Vigorously build a sales network, focus on developing the primary and secondary markets in core provinces, achieve planned sales targets, and strive to overfulfil tasks.

2. Target market expansion plan

Focus on expanding the target market in time.

Market start-up period: Guangdong, Jiangsu, Hunan, Hebei and Sichuan provinces.

Market development period: Guangxi, Shenzhen, Fujian, Zhejiang, Shanghai, Hubei, Shandong, Shaanxi, Inner Mongolia, Gansu, Beijing and Tianjin.

In the mature period of the market, we will continue to improve the undeveloped regional market, refine the developed market, strengthen the management and brand building with dealers, and complete the overall layout.

3. Business objectives for 2009

(1) sales target (2009.3-2010.3)

It is estimated that the total sales target is 50 million yuan, and the sales targets for each quarter are as follows:

(1) The sales revenue in the first quarter reached10 million yuan;

② The sales revenue in the second quarter reached15 million yuan;

(3) The sales revenue in the third quarter reached15 million yuan;

(4) The sales revenue in the fourth quarter reached10 million yuan.

(2), other goals

① According to the domestic liquor market trend, formulate price strategies, expand channels, develop selling points, and improve the distribution rate of products and selling points.

② Stimulate consumers' desire to buy through marketing, promote dealers to purchase goods, and improve the market share of our products.

(4) Under the premise of market demand, reasonable arrangement and use of market expenses can achieve the purpose of improving enterprise profits.

Three. Organizational structure and operation management of the marketing company: (See the planning scheme of the marketing company for details)

1, recruit, set up a sales team, establish and gradually improve the salary structure and benefits.

Before the end of March 2009, the recruitment of all positions in the marketing company will be completed, and the salary structure, various benefits and subsidy systems will be tried out; The details are drafted by the marketing manager and decided by the human resources department.

2. Improve the dealer's sales assistance system to make the market more controllable and effective.

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