2007 Chongqing beverage market situation

XX brand beverage integrated marketing promotion planning

I. Introduction

According to our understanding of the development of the beverage market, the state of market competition and cognition, as well as XX company's series of products on the market status quo and positioning of the marketing operation of the situation we have. Through in-depth communication and discussion with XX general manager, our company has a more comprehensive grasp of the XX series of products market operation of some of the advantages and disadvantages of the situation, for the following planning program provides an accurate basis.

Second, marketing strategy and market operation analysis

1. Problem

Enterprises through the half-year market operation, but also invested a lot of promotional activities can not form a good market foundation, so that the enterprise and the product of the market is too long delay in the introduction of the market will be unable to open the market.

Through our company's diagnostic analysis of the beverage market and the company's marketing positioning and operational implementation of the situation, the main reasons for the performance of:

A) positioning is not precise enough

from the product target consumer group positioning: according to the promotion of these three products now belong to the efficacy of the functional beverage category of heat, the taste of the medicinal flavor is relatively strong. But the company simply positioned them as a wide range of target consumers between the ages of 15-25 years old, and according to the traditional marketing strategy of ordinary tea drinks to promote. However, this product is more accurately targeted at the 25-45 age group.

However, if the most basic target group positioning is not precise enough, then all the subsequent communication and promotion work will be half-hearted! The first thing to do is to do it right and then to do it well.

B, in the market promotion strategy, marketing communication core is not clear, resulting in the implementation of all promotional activities is very messy, random. From the point of view of communication, the effective rate of arrival of information is almost 0. Therefore, the cost of communication spends a lot of money but it is all in the waste. In the terminal promotion implementation is not in place, supervision, assessment and other management work is not clear, there is no implementation of standards.

C, brand image claims messy, did not realize the unified claims dissemination. For example, after the positioning of the enterprise visual system logo, not in accordance with the principles of the application of VI, easy to cause a waste of brand resources, is not conducive to the product brand, the unified communication of the corporate brand and effective integration.

D, the leading product packaging is too close to the style of other brands, no personality.

E, terminal promotions are not well used, resulting in bad sales, it is difficult to pull sales.

F, the product structure needs to be adjusted. At present, the enterprise's three products in the short term can not solve the problem of survival, and then in the market segments of its market share is not much, so the target consumer group of the product would have been very narrow. Coupled with the enterprise's financial strength is also limited, so the enterprise is currently to solve the problem of survival is also critical.

G, and then sales, the market strong enterprises after years of operation constructed almost monopoly of the sales barriers, other people's marketing operations, financial strength, market brand value, sales network, etc. are XX company is facing the challenge.

H, from the general environment, the production barriers of tea beverages are not high, and other companies can easily enter. If the company can not establish a base in a short time, and can not form a certain market share in a certain regional market, then in the future, the company will certainly be with other new entrants in the low-break market tear.

2, enterprise market opportunities

Can I get a piece of the pie? This is the voice of many market pickers, but also XX company is most concerned about the issue!

1. Market Opportunities

The existence of huge market opportunities and risks makes many companies wanting to enter the tea beverage market to ask, can I get a piece of the pie? How high are the barriers to entry? Although China's tea beverage market monopoly degree is high, the market competition is more intense, but this does not mean that there is no room for new entrants to survive and develop the market.

From the macro market analysis: according to per capita consumption, China's per capita consumption of tea beverages in 2000 was only 0.3 kilograms, if the per capita consumption with Japan's 20 to 30 kilograms per capita per annum, China's tea beverages, there are still more than 50 times the growth of the space, even from the point of view of China's current per capita consumption of 10 kilograms of beverages, China's tea beverages, the market capacity of at least 13 million tons, and the actual current China's actual production of tea drinks is only 1.85 million tons, there are still 11.15 million tons of market growth space, and the current sales are still only concentrated in key cities, rapid growth period is estimated to be at least 3 years.

The following specific production and sales through the barriers to see the market opportunities for new entrants.

● Production barriers

According to the information we have, the direct cost of producing tea drinks is not high, the cost of a bottle of drink is about 1 yuan, although the price of tea drinks has been adjusted downward by 6%-8%, but the retail price can still be sold for 3 yuan. Therefore, for businessmen, the production barriers of tea drinks are not high.

● Sales barriers

While the monopoly of the tea beverage market is relatively high, and the advertising efforts of major tea beverage companies are strong, and the brand awareness is high, which has built a high market barrier for new entrants, it is also reflected that tea beverages are still in the growth period in China. The success of major tea beverage companies in the current market, on the one hand, is due to their operational success, but on the other hand, because of its earlier entry into the market, "eat fast", for new entrants, as long as the market to find the right selling point, success is not without opportunity. From the consumer's point of view, the tea beverage market has not yet reached the cola market as high as the brand loyalty, product flavor is the real selling point of the market .

●Location Advantage

Taking advantage of the location of Guangxi connecting to Southeast Asia, developing the Southeast Asian market is an important market opportunity for XX Company. At the same time, it is also a strategic deployment for the future comprehensive development of the national market.

●Technical Advantages

XX company's production process has advanced technology, in the industry has its own production standards, is not available in other companies, which for the enterprise high-tech brand to lay a strong foundation.

Sixth, consumer characteristics and consumption habits analysis

1. Consumer characteristics

●Women slightly higher than men. The survey shows that the proportion of women who drink beverages most often is higher than that of men, which is not unrelated to the fact that female consumers value the healthy and fashionable characteristics of tea beverages, and that drinking tea beverages is not fattening, which is one of the main reasons why women choose tea beverages more than men.

●Age: Young people are the main force. The survey shows that consumers aged 15-25 years old are the main target consumers of tea drinks, followed by consumers aged 26-35 years old, which accounted for 69.5% of the total to become the main consumer of tea drinks.

2. Consumer habits

●Drinking frequency: According to the survey data, most of the tea drink consumers in Beijing, Shanghai, Guangzhou, Wuhan, Chengdu, Shenyang and Xi'an are light consumers (drinking less than 3 times a month), accounting for 55.9% of the consumers, while the proportion of heavy consumers (drinking every day) is only 6.8%. This shows that the current tea beverage market in China still has a large market development space.

●Most Frequent Drinking Occasions: In terms of the occasions when consumers drink tea beverages, "drinking when I am thirsty" is the most frequent occasion for consumers to drink tea beverages, accounting for 68.9% of the interviewees, followed by going out/traveling, and fewer consumers drink it when they have meals on weekdays.

Seven, integrated marketing strategy

Aiming at the current market situation and the current situation of XX company, in order to get a foothold in this crowded market and steady and sustainable development. Must be better planning for the enterprise and products, marketing operation strategy needs to be more innovative. As long as this enterprise can be in this unfathomable crisis layers of the beverage market in order to develop.

(I) General Strategy

High-end brand positioning, China's functional tea drinks expert brand image of high-tech brand connotation! Integration of media resources, carry out the brand first strategy, fully demonstrate the personality of the corporate brand.

(II) Talent Strategy

Talent, the basis for the survival of enterprises. Attracting good talent is about destiny, and their own business training talent is the real talent.

The formation of their own marketing team for the enterprise to fully develop the national market, and even in the future to develop the whole of Asia and the world market to do a good job of talent training and reserves.

Regular and occasional professional knowledge training, there is a need to join forces with the national higher education institutions will be the company's potential talent commissioned training.

If the conditions permit, we can also try to enroll students jointly with universities and colleges to cultivate more talents for the company, and it is also a great impetus for the company to establish its brand.

(C) marketing positioning

1, corporate brand positioning

China's functional tea drinks expert brand image

Entering the market with the image of a professional functional beverage expert. In conjunction with media communication, the company unified clothing, work cards, sales staff file packages.

Must adhere to the integrity of marketing, thunder and lightning attitude and code of conduct into the market.

2, market position positioning

Aiming at the company's capital, manpower, network, operating experience and other resources and the current state of the beverage market market, the company in the next 1-3 years of development in the early stages of the main market to do a happy pickup, to take the follow-up strategy to stick close to the predators in the market, the tiger's mouth and gradually nibble away at their market share.

The accumulation of resources is the foundation and key to the development and growth of the company. Strive to solve the survival of the base and then seek greater development.

3, the target consumer positioning

The largest consumer group in the market 15-40 years old young people as a new round of marketing and promotion of the first target consumer groups. Favorable to the establishment of corporate brand and product sales.

4, product strategy positioning

Improve the XX series of products, with multiple varieties, a variety of flavors of the strategy to promote, and according to the development of the enterprise and in different life cycles and the market maturity of each product to adjust the leading products.

l Leading products: This year, the leading product will be a product with a wider consumer base - XX Excitement.

XXX Excitement. Adjustment of sweet leaf tea, sweet leaf tea sweetness, add jasmine flavor or mint as a new variety (can also be developed separately). Through the promotion of this product to drive the establishment of the enterprise brand and other product sales.

l Product line: 4 series of 11 varieties

The consumer group is relatively wide, the product market capacity of large mid-range products - XX exciting tea as the main, leading to the promotion of other series of products. And for women, successful people, children and other unique consumer groups to develop high-end varieties to match the establishment of high-end corporate brand image. In the process of growth according to the market demand for continuous adjustment of the product structure and product categories

1, the leading: XX exciting tea (jasmine)

2, functional:

A, sweet leaf tea

B, gelatin tea

C, bittersweet tea

3, the market pick up

A, grape juice

B, guava juice

3, the market pick up

A, grape juice

B, guava juice

B, guava juice

4, high-end series:

A, XX DuoZhi honey tea: for female white-collar class with endocrine regulation, detoxification and skin beauty function of the ladies tea

B, XX BrainLeaf Orange Juice: children's beverages with the function of puzzle, add amino acids

C, gift listening to the series of herbal teas

A), Sweet Leaf Tea

B), Gumdrop Tea

C), Bitter Tea

Product Positioning

1, Leading: XX Exciting Tea

Specifications: PET340ML and family PET490ML

Package Design Positioning: Dynamic, Passionate, Stylish and Visually Refreshing

Price Positioning: Maximum Retail Price: 3 yuan. Batch price of 1.6 yuan, the agent price of 1.2 yuan (tentative)

Purpose: the current market consumption of popular varieties of types and their target consumer groups wide range of characteristics, more effective to ensure that the cost of dissemination and information to reach the effective. Through the promotion of this product can be better for the enterprise to improve the visibility and brand establishment. At the same time can be the fastest to bring economic benefits to ensure the survival of enterprises as well as for the future sound and sustainable development of enterprises to lay the foundation

2, the core series:

A, sweet leaf tea

B, gelatinous blue tea

C, Bittering Tea

Specifications and packaging image according to the company adjusted to the latest program

Price positioning: Maximum retail price of 3 yuan, batch price of 1.6 yuan, agent price of 1.2 yuan (tentative)

Purpose: as the company's core series of products, through the re-adjustment of the positioning of the target consumer group for the future establishment of the company's functional beverage experts to lay the foundation.

3, the market pick up:

A, XX grape juice

B, XX guava juice

Specifications and packaging image close to the similar products of Master Kong, unity or Jianlibao design but with XX VI image.

Price positioning: agency price and wholesale price is lower than 0.5 yuan / bottle of similar products in the close to the big brands (tentative).

Purpose: as a complementary enterprise products, make full use of the company's production equipment, manpower, sales channels and other resources for the enterprise in the early stage of business to win a market opportunity.

4, high-end positioning

A, XX DuoZhi honey tea

Specifications: 250ML listening

Image design: stable, generous

Price positioning: the highest retail price of 4 yuan, the wholesale price of 3 yuan, the agent price of 2 yuan (tentative)

B, XX Baoer

Specifications: PET200ML

Package design: PET200ML

Package design: cute, lively

Price positioning: the highest retail price of 3 yuan, wholesale price of 1.6 yuan, the agent price of 1.2 yuan (tentative)

Purpose: the above two products as an extension of the enterprise's products, to be ripe to take full advantage of the time to set up a company's high-end brand image of high-end products

C, XX high-end gifts (gift box) listen <

l Sweet Leaf Tea

l Gumdrop Tea

l Bittersweet Tea

Specifications: 250ML Listening Pack

Image Design: XX PET design style as the base

Price Positioning: the highest retail price of 4 yuan, the wholesale price of 3 yuan, the agent price of 2 yuan (tentative)

Centered around the positioning of corporate brand in the packaging Design, specifications must be innovative and breakthrough, while maintaining the connotation of coordination with the positioning. In order to be different from other beverage predators to form a differentiation, for the future implementation of differentiated marketing to lay the foundation.

Nongfusanquan year to a bottle cap as a differentiated marketing point of purchase, a "do not make this sound in class" advertising slogan struck the hearts of millions of teenage consumers and popular for the daily mantra, more so that the health of the Church crowded into the pure water market of the top 3. It can be seen that innovation is an important means of sustainable and sound development of enterprises at the same time is also to close the gap with the beverage predators of the absolute path.

At the same time, in order to occupy the buying terminal, in the product categories at least in the 5 or so, in order to occupy more terminal display surface to form a stronger visual impact of the terminal.

4, channel strategy positioning

Guangxi as the center, and gradually expand the market outside the region. Self-built and agent side by side, close cooperation.

Guangxi as a model market for the comprehensive development, the establishment of a solid strategic base, in the local market share must enter the top 5. Gradually cultivate a stable sales network, for the expansion of the region to accumulate strong operating capital and the accumulation of corporate human resources.

In the early stage of the market launch, the company first set up a team to do a good job in the sales of the big shopping malls and terminal image display, for all levels of the market to find the strength of the individual store distributors to develop, make full use of the wholesaler's channels and distribution capabilities and they establish a good sales partnership; and gradually develop and cultivate the potential or channels, financial strength, distribution capabilities of the wholesaler to do a good job as a regional sales Agent.

At the same time, in restaurants, hotels, wine bar, KTV Casino, train stations (on the train) and other places that can directly contact the consumer consumption of the relevant places to establish a sales terminal and image display platform.

High-end series of products in the individual small store sales channels do not focus on promotion to large and medium-sized buy mainly, while organizing teams to carry out group-buying market, for enterprises and institutions, as well as government departments to disseminate and sell.

5, promotional strategy positioning

The brand first strategy is based on the product of all the implementation of promotional activities, the form of dissemination are centered around the corporate brand communication. (Combined with the corporate brand communication strategy developed separately)

Terminal DM posters, television media, newspaper print ads, bus ads, train car advertising, news and events marketing, SP activities and other communication tools and means of cross, with the implementation of different life cycles.

(4) Marketing and Promotion Strategy

XXX Excitement

l Core tagline: Healthy Drinking

The tagline: Excitement, Extremely Refreshing!

Ad slogan: Flavor, Radical Sharp!

The slogan: GO!

l Promotion principle: to ensure the effectiveness and consistency of all promotional activities.

l Communication Positioning:

Taking news and events as the main line of marketing communication, the terminal point-of-sale ads, TV media, newspaper print ads, bus ads, train car ads, SP campaigns and other communication tools and means of implementation in the different life cycles of the intersection.

1, channel promotion

l Promotional strategies for distributors

Lead idea: due to the XX beverage series brand value is not high, late to the market, in the case of limited marketing resources, simply according to the manufacturer's power to market the product, its timeliness will not be significant enough, and the risk is greater, and therefore decided to implement the distributor with the distributor *** with the cooperation. To benefit from the distributors to use the distributor's funds and inventory to market the product in the way of promotional activities, as follows:

Prelude to the activities - distributors will

This activity is a psychological attack activities, the name of the invitation to each of the power of the wholesalers and big buyers and business **** business development plans, in fact, through the association to carry out the activities. In fact, it is through the association to carry out the new product release activities to attract wholesalers to join our XX team, at the scene of the event, there is a new product pile box modeling, TVC ads in the continuous playback, the product characteristics of the description of the scroll on the big screen, and there must be a highly motivating speech, a blueprint in the description of the wholesalers in order to the dealers of the purchase of goods is slowly mobilized, the best to be able to sign a single. It is best to sign a single on the spot.

Phase of rapid marketing strategy -- graded promotions

Drinks relative to other commodities, is a lower gross margin products, coupled with its consumer base is non-loyal consumer groups, so the smooth sales channels, relatively stable market price of the product itself is very favorable to the sale of the manufacturers to stabilize the market price of the premise of the activities. Disc for the premise of the activities, and promotions, the premise of its activities is divided into three, six, nine, etc. dealers, according to their sales performance to give them different profits per box, so that the sales capacity, strong capital customers in order to obtain a high level of concessions, will certainly use the difference in the price of the purchase price, set their own a shipping price they think is appropriate to carry out the sale, in this way, the market price is bound to be messed up, and the price of the unity will make the retailer to take delivery of the product. Uniformity will enable retailers to receive the goods produced a skeptical attitude towards the manufacturer's price, sales strategy in doubt, and this doubt and wait-and-see attitude towards the manufacturer's market promotion activities but extremely unfavorable.

Preparation of the early stage: in the early stage of the market, respectively, 300 boxes, 500 boxes, 1,000 boxes, different incentives for 0.7 yuan / box, 1 yuan / box and 1.5 yuan / box, mainly in view of the enhancement of awareness of the new product will be taken by the urban areas to the outskirts of the form of proliferation, in the early stage of the market should be widely taken care of to the benefit of the small customers, and the distribution of the small customers are mostly distributed in the urban areas.

Spreading medium-term: about 2 months after the listing, the level of 1,000 boxes, 2,000 boxes, 3,000 boxes, respectively, with different incentives for 1 yuan / box, 1.5 yuan / box and 2 yuan / box; this stage of the new product has been a good response in the city, and radiated to the outskirts of the port, should be raised to take care of level, take care of the interests of the middle households, but for the small customers, but it is necessary to invest most of the energy, or to give up the other brands! Sales exclusively XX in order to successfully achieve the desired rebate.

The third stage - about 5 months after the listing, regional sales competitions: regional sales competitions according to the regional sales situation, the establishment of shortlisted qualifications and incentive amounts, the lure of high bonuses greatly mobilized the enthusiasm of customers, so that a large number of customers to stockpile, the maximum possible occupation of customer inventory and funds,

l retail outlets, the customer's stock and capital,

l retail outlets, the customer's stock and funds, the customer's stock and funds. p>

l Retail

Leading Idea: Increase the store rate as much as possible, improve the shopkeeper's first push on my products, and in special channels to implement the squeeze on other similar products, as follows:

1) sales return: for retail stores to return to the box of skin discount cash activities, each box of skin can be folded back to the cash of 3 yuan, the initiative for the beverage common promotional policies .

2) display incentives: to meet the incentive conditions for each display 2 bottles of the main high-end products, that is, to send a bottle of other beverage series.

3) In addition to the close cooperation with the train station to give preferential conditions, in Guangxi series of intercity train cars to advertise and reach an agreement with the station or train, the train all the tea drinks and juice drinks can only be sold XX products.

l Wholesale market stalls

Leading Idea: Expanding the momentum to enhance the wholesale market products and exposure, as follows:

Batch market momentum activities, the main wholesale market into the wholesale market such as Huaxi Road line momentum activities, mainly the use of gongs and drums and other performance teams with banners, DM sheets and on-site "Lucky" activities to drive the momentum. Action" activities to drive momentum.

Wholesale prize display: that is, each wholesaler stalls display 15 boxes of the leading varieties, display period of one month, after inspection, sampling, that is, to reward its designated two boxes, this initiative is also designed to enhance the product in the wholesale market of the laying rate, to attract the attention of the people who have a need to buy.

l Consumer promotions

Lead Idea: Through consumer promotions, to enhance the product's taste acceptance and popularity, expanding the consumer base. Activities throughout the year sales season, holidays are held uninterrupted.

Large shopping malls cut box display: cut box display activities in large shopping malls to increase product exposure. On-site activities to place the theme board can also be easy to pull the treasure and other promotional items, must be very eye-catching; coupled with publicity and RD radio, to improve the promotional impact of the crowd; the second for the "XX beverage series please participate in the game" to carry out the way, the scene with the "Treasure Hunting Game The second is "XX beverage series invite you to participate in the game" way to carry out, the scene with "treasure game", "circle game" to attract consumers to participate in on-site activities, the use of the gathering of popularity to achieve the effect of promotions.

Participate in some of the activities for successful people, white-collar elites, such as to the car show, concert site to carry out promotional activities, fully demonstrate the image of the company and its products.

2, marketing communication

Strategy: an event marketing to do the main line, through the television, newspapers, radio and other mainstream media with the promotion of terminal point-of-sale advertising, outdoor billboards, car, car ads complementary to each other accordingly to create a strong regrettable effect, the fastest speed to enhance the visibility of the enterprise and the product.

Specific implementation: events to be determined

If the enterprise and the unification of the cooperation that in the beverage industry is really a sensational event in the world. An event with the title of "XX - Unified beverage predator's choice" will drive the establishment of XX enterprise and product brand in the world.

1. TV commercial

Shooting and production of the main product spots (30 seconds, 15 seconds, 5 seconds), corporate image film (10 minutes, 3 minutes, 1 minute).

Television advertising launched image ads to provincial stations + city stations broadcasting mode, to cover the largest area.

The first stage, high-frequency placement for 2 months.

The second stage, can be higher ratings and for our target consumer groups stronger program title such as Guangxi TV channel "Fashion China", Guangxi sports channel "Raiders of the Lost Ark" or some national large-scale programs.

Because consumer goods, especially beverage series, is a random purchase of products, and brand loyalty is different from other products so strong, so before the launch of the TV ads, the organization of assistant business representatives to form a small team, through the centralized paving the way to enhance the retail store's paving rate, and XX beverage series paving rate of 75% or more, on the basis of the market launch of TV ads, will make the consumers who see the ads easily buy the products. The consumers who see the advertisement can easily buy the products in the advertisement appeal.

2. Point-of-sale advertising

Point-of-sale advertising is the dissemination of new products throughout the product introduction period, with 4K posters, hanging flags, banners, for posting, hanging in the various retail outlets and batch market stalls, and in the posting of a standardized posting position, there is a very strong visual impact, which enhances the company's brand image; In addition to match the shopping malls promotions, and the other production of related topics DM, posters, tags, bookmarks, to increase the promotional effect.

3. Radio

Mainly for the core product line to carry out, in the region under the jurisdiction of the selection of high listening to the music station on the music program to put.

4. Outdoor advertising

as a supplement to the television, newspaper media, mainly to show the image and product branding tips, to make up for the Department of television advertising, newspaper advertising deficiencies, with bus advertising and street advertising and train car ads to make up for.

5. SP activities

As one of the main communication tools, will be carried out throughout the corporate image display and all product sales stage, the use of SP activities more interactive features to fully demonstrate the corporate and product brand image.

Promotional activities during the climax of consumption during key holidays, larger publicity and promotional activities are held in areas and sales venues with high foot traffic and population concentration.

For example:

August 15 of the lunar calendar, half a month before the Mid-Autumn Festival is the peak season for mooncake sales, but also the best time to sell our functional series. Organizations in the government-designated mooncake sales points to build sales activities on-site, with activities to show the image to drive product sales.

Specific schedule slightly.

6. Print ads.

According to the promotion process and the personality of the main products, the design and production of consistency, continuity and standardization of the print newspaper (magazine) labeling, outdoor high bar labeling, road sign labeling, terminal display sign labeling, cab (bus) back post labeling and so on.

7. Soft advertisements

Write 10 soft advertisements for XX Excitement Series, which are in line with hard advertisements in print, community promotions, and promotional activities in terminal stores. Functional products, such as gibberellic acid, bitter tea, etc., can be food health experts (Health Education Society) name, write an article, published in the mass media health special edition, if necessary, another print run, directly into the household. To create a gibberellic acid health storm, expand product awareness, pull terminal sales.