Advertising marketing activity planning book

The work has come to an end inadvertently, and we will continue to write new poems to meet our new work content and goals. At this time, you need to plan ahead. So what is the format of the plan book? The following is the advertising marketing activity planning book I collected for you, hoping to help you.

First, the marketing environment analysis

1, macro-environmental analysis

China is a traditional country with great human feelings, and there are many opportunities for friends to get together and have a glass of beer. Beer has great potential in China market. Beer marketing needs to rely on a lot of efforts, from the manufacturer's production to sales, every detail should fully consider consumers' preferences and affordability to adapt to the changes of the times. It is necessary to establish different sales models and beer tastes for different regions to please buyers. Fully grasp the macro and micro influencing factors of the marketing environment, so that the beer of our own manufacturers can be in an invincible position!

At present, China's beer market has formed a competitive pattern of domestic brands and imported brands. In this fiercely competitive market, both foreign brands with abundant funds and domestic brands that carry forward the national spirit are trying their best to win a place for themselves. In this highly homogeneous market field of similar products, it is difficult for anyone to win consumers by virtue of the Excellence of the products themselves. Brand value of a brand can be divided into two parts: brand value connotation and brand value extension. The connotation of brand value is the core part of brand value, which reflects the intrinsic value of brand. It is formed by the long-term accumulation of brands, and it is impossible to improve rapidly overnight. The connotation of brand value is divided into two levels: emotion and function. The emotional level includes five dimensions: historical inheritance, personality characteristics, personal relationship, perceived value and cultural characteristics. The functional level includes two dimensions: perceived quality and functional benefit. The extension of brand value is an extension of brand value, which embodies the influence and penetration of brand intrinsic value. It is a part of brand value that can be effectively promoted through advertising, promotional activities and other means, which usually includes the measurement of brand name, brand logo, advertising language, image messenger, business philosophy and other awareness and reputation.

Second, product and consumer behavior analysis

1, product analysis

XX Beer Company is a large state-owned enterprise and a national professional beer producer with a long history and culture. CC beer is fashionable in packaging and pure and light (mellow) in taste, which conforms to the modern life rhythm of urbanites and is an ideal choice for leisure and gathering. Since its listing, it has achieved quite good results through the powerful distribution channels of XX Beer Company. The whole product is now in the growth stage. In the investigation, we found that in most cases, among the products of the same level and type, the retail price of XX beer company is slightly higher than other brands, but the taste is much better than other beers. Moreover, the uniqueness of XX beer and other beers is that CC beer is easy to open. Whether children or the elderly, people with a little strength can open it, which is unique in the market and the unique selling point of this product.

In a word, CC beer is a potential product, which is suitable for spreading the market in large and medium-sized cities and even small cities.

2, consumer psychological analysis

Now people's consumption concept has changed a lot, and consumers' tastes have changed from high-alcohol to low-cool. Consumers not only demand quality assurance and pursue the freshness of beer, but also pay attention to the appearance and packaging quality of products. Not only can you drink fresh and refreshing beer, but you can also open it easily. On the existing basis, we will continue to develop different types of beer with different flavor characteristics and different modification techniques, so as to make the varieties more diversified and gradually change the absolute dominance of 10- 12 light beer to meet the needs of different consumers.

3, consumer behavior analysis

There is a great difference in drinking habits between northern and southern consumers. In the north, most of them are kept at home, and most of them are sold in boxes. More retailers can be located in residential areas. In the south, hotel sales, beer city and food stalls are the main modes. At present, the profits of beer in restaurants, beer cities and food stalls will be higher, and beer manufacturers can set up more agents in or near these places.

Consumers drink a lot of beer, and consumers generally buy beer with promotions or prizes. With the understanding of beer types, people also contact beer brands from different aspects, so as to make a choice of brands.

4. SWOT analysis of products

Third, competitor analysis.

At present, the main competitors of CC beer produced by XX Company are Yanjing, Zhu Beer and substitutes.

1, Yanjing: Yanjing Beer has a strong regional character, and its overall strategy is to become stronger and bigger. Its overall advantages are strong technical force, advanced technology and equipment, and strong brand. Yanjing has become an internationally renowned brand in the world beer industry. In addition, its market network is stronger and it has the initiative in the competition. The economic strength is very strong, with an annual capital accumulation of more than 200 million yuan, which has injected strong capital power and capital guarantee for the development of enterprises.

2. Tsingtao Brewery: In terms of corporate image and culture, Tsingtao Brewery Co., Ltd. is a national super-large enterprise. Its predecessor was state-owned Tsingtao Brewery, one of the top ten well-known trademarks in China and one of the world-famous China brands. In marketing strategy, the principle of customer first is adopted to win the favor of consumers.

3.Zhubeer: It has a certain brand advantage, and the draft beer has a good taste and quality, which has a certain position in the minds of consumers. Let customers feel that their products are safe, high-quality and assured. Its high-end beer occupies an important position in the market.

4. Substitute: wine, with high profit, high conversion cost and low cost performance; Liquor: The net profit rate is above 20%, with high conversion cost and low cost performance; Yellow rice wine: the coverage increases rapidly, the net profit rate is average, the conversion cost is high, and the cost performance is low; Drinks and others.

Part II: Integrating advertising strategies.

First, the advertising target

1. With the help of CC's extremely high brand awareness and reputation, we will continuously strengthen its brand position in people's minds, further expand CC's market awareness, and make CC a household name in the market, with a recognition rate of over 96% in the eyes of target consumers.

2. Make the CC beer of XX Company in the first purchasing position of consumers among similar products.

3. Continue to expand the sales of CC beer.

4. Continue to expand the market share of CC beer.

5. Promote the characteristics of CC beer and other beers, and win the favor of consumers.

Second, the target market strategy

1. Based on the analysis of the market and consumers, according to consumers' age, education, income, regional distribution, purchasing motivation and behavior characteristics, and the brand positioning of CC beer, the target market was initially determined: consumers are mainly young people and some vagrants who go out to work. These people live a stable life and have stable and sustainable consumption power. They are always looking for new information and new stimuli and are willing to experience them.

Third, product positioning strategy.

On the basis of improving product quality in an all-round way, develop high-grade beer with pure taste and light (mellow) taste; Beautiful packaging, fresh and stable flavor; In line with consumer fashion, attractive. Gradually increase the proportion of domestic beer in the high-end consumer market, guide the development of CC beer in a planned way, drive the microbial monitoring of beer production with strict aseptic operation of CC beer, and improve the level of health management.

On the existing basis, we will continue to develop different types of beer with different flavor characteristics and different modification techniques, so as to make the varieties more diversified and gradually change the absolute dominance of 10- 12 light beer to meet the needs of different consumers.

Fourth, brand image strategy.

Advertise vigorously. Invest a lot of advertisements to improve the advertising popularity of CC beer and continue to strengthen its brand position in people's minds.

Verb (abbreviation of verb) marketing strategy (mainly distribution strategy and promotion strategy)

Distribution strategy:

1. Strengthen distribution management and enhance channel competitiveness.

2, strengthen the management of distribution personnel, improve the control of distribution network.

3. Strengthen the management of distribution innovation and improve the core competitiveness of products.

Promotion strategy:

1, XX company's beer has a prize-winning activity, the winning rate is as high as 33%, and there is a chance to get two bottles of beer, with a probability of 5%. (long-term)

2. Set up regular activities to let more consumers feel the unique charm of CC beer, enhance the brand image, ask consumers to open beer bottles for free, and let consumers experience the advantages of CC beer.

Part III: Advertising planning.

First, the advertising target (similar to the second part)

Second, advertising time.

1, online advertising

Start time: March 20xx 1.

End time: June 20xx 1.

Duration: 3 months

2. Outdoor advertising

Start time: 20xx April 20th.

End time: 20xx year 65438+ 10 month.

Duration: 6 months

The time is mainly chosen in the whole summer, which is also the peak season for beverage sales. Outdoor advertising generally lasts for a long time to enhance product visibility and goodwill.

Third, the target market and target groups.

CCTV and major provincial TV stations are aimed at adults.

Four. Advertising and location description

1. Choice of advertising media: authoritative newspapers and TV stations that consumers often read.

2. Promotion places: bars, major hotels and entertainment places.