Sales career planning book

Although I can't specifically analyze and plan your case.

Due to lack of time and early understanding, we can provide two schemes for reference only. I hope it helps you.

"Maiwang" beer advertising planning (full case)

Aiming at the new product "Maiwang" beer of Harbin Beer Co., Ltd., do a good job in advertising planning, strive to improve the popularity and reputation of "Maiwang" in Harbin, make it a star product, and promote it like the national beer market. The following is our advertising plan for "Wheat King" beer.

1, market analysis

(1). Marketing environment analysis

1. Macro environmental analysis

Overall economic form

With the success of China's accession to the WTO, foreign investment in China is increasing, and China's economic prospects are bright. The income of residents in our province has increased rapidly. According to the statistics of the Provincial Bureau of Statistics, in 2000 1 year, the per capita disposable income of the province was 5426 yuan, and the savings deposits of urban and rural residents in the province reached 257.84 billion yuan in 01year. The total retail sales of social consumer goods in the province has reached 3.41100 million yuan, especially in Harbin. Cities expand to the north and migrate to the south, and investment is increasing. The efficiency of enterprises in Heilongjiang province has rebounded. 0 1 year, and the Engel coefficient of Heilongjiang Province is 37.2%. (The proportion of Japanese households' expenditure on food in the total household expenditure was 57.3% for Japanese workers in 50 years, 39.7% in 63 years and 29.3% in 80 years, while that of China urban residents was 865,438. From this point of view, the Engel coefficient of our province is equivalent to the level of the old capitalist countries in the 1970s. It can be seen that with the economic development of our province, Engel's coefficient will be reduced to some extent. 60% of the laid-off workers in the province entered the re-employment service center and received the basic living allowance in full and on time. Judging from the overall economic development, the economy of our province has developed rapidly.

B. Overall consumption situation

Platolgic, an expert research institution in the European wine industry, made a report on global beer. By 20 10, global beer consumption will exceed180 billion. By 20 10, the per capita beer consumption is likely to reach 26%, and by 20 10, the beer consumption in the Asia-Pacific region will rise from the current 25% to 34%.

After the rapid development of China beer industry in 1990s, the growth rate began to slow down. The market competition is fierce, and the profits of large and medium-sized beer enterprises that compete with each other decline. According to the data of the National Bureau of Statistics, the annual sales revenue was 4990 1.304 million yuan, up 4.3 1% year-on-year, and the profit was 1.702333. 1 10,000 yuan. The year-on-year growth rate was 17.56%, compared with 143 tons/in 2000, and the beer output in 2000 was 139.65 tons/,down by 0.03% year-on-year. The main reason for the decline is that some big brands, such as Tsingtao Beer, Budweiser Beer and kingsbury, have entered the market in our province on a large scale. The current beer market is different from the past.

C. Industrial development policy

As early as 1995, the state encouraged large and medium-sized beer enterprises to develop and grow. Strive to reduce the number of new beer enterprises.

D. Relevant policy and legal background

The state expressly stipulates that all wine bottles must be b2 bottles to reduce injuries caused by bottle bursting. However, the use of b2 bottle will increase the product cost, which is not conducive to expanding rural areas and exporting beer.

Cultural background of electronic market

From the perspective of wine, there has been a saying that "the south is yellow and the north is white" since ancient times, while beer is popular. Northerners are broad-minded, generous and affectionate. They talk about invitation and pride.

2 Micro-environmental factors

Market composition.

There are "Tsingtao Beer, Yanjing Beer, Snowflake Beer, Ginsburg Beer, Five Star Beer, Heineken Beer, Crona Beer, Budweiser Beer, etc." in Harbin market.

In the first half of 2002, the champion of beer sales in Northeast China (Tsingtao Beer, Harbin Beer, Budweiser Beer and Snowflake Beer) was won by China Light Industry Federation.

In Harbin market, the main threats to "Mai Wang" are (Tsingtao Brewery, Snowflake), and the potential threats are (Wuxing, Yanjing, Kingsbury) and Nestle Coffee.

The market constitutes a special kind of competition.

A beer market with strong seasonality, with a large sales volume from June to September,1February-February.

The outstanding characteristics of Harbin Beer King are affinity and cost advantage.

Adjustment and summary of marketing environment

Advantages: cost, affinity, market size.

Disadvantages: Compared with competitors, Tsingtao Brewery's strong brand advantage is not as good as China Resources' capital advantage.

Opportunity: Harbin develops "expanding northward and moving southward", which increases employment opportunities. Will bring consumption growth to Mai Wang.

Threat: The brand keeps entering Harbin beer market, and the promotion strategy adopted will depress the profit of the whole market.

Second, product analysis:

Analysis of product characteristics of 1

Maiwang takes wheat malt made of high-quality white-skinned wheat with high flour content and low protein as raw materials. A low-alcohol beer with light color and obvious wheat flavor. The shelf life of packaging is 240 days (500ml bottle, 330ml/ can/can) and 365 days. ) known as "sparkling champagne in beer", its foam is white and delicate, with good foam retention and long time.

2 product quality analysis

Maiwang, with wheat malt as the main raw material (accounting for more than 40% of the total raw material), brewed beer by the following fermentation methods.

3 product price

Wheat King is a typical mid-range beer, with supermarket price in 3.9 yuan and hotel price in 5 yuan.

4 production process

The production technology of Maiwang is fermentation. Compared with other wines, there is still no wisdom.

5 Appearance and packaging

There is nothing new on the package.

6 Compared with similar products.

(1) As far as Mai Wang is concerned, the price is 3.9 yuan (supermarket). In our city, there are two kinds of beer with wheat as raw material, Qingdao whole wheat and double-mixed whole wheat. Their prices are 2. 1 yuan and 1.9 yuan respectively. But they all listen to clothes, which limits their market scope and can only be used for picnics, home use and gifts. And Mai Wang has two kinds of packaging very much. Compared with the same kind, the price of Maiwang is relatively high, so it is necessary to inject a unique culture into Maiwang to make it acceptable to consumers.

In packaging, Mai Wang used a green bottle, while kingsbury at the same price used a sauce-colored packaging bottle, which had much better fresh-keeping performance than the green bottle.

Mai Wang's next advantage is that the cargo rate in this area is very high compared with competitors.

Measured by the product life cycle, Maiwang is in the transitional stage of introduction and growth.

7 Target market positioning

Maiwang's consumer groups are mainly composed of fashion people with medium education or above (junior college and undergraduate) and medium income or above, with high economic income, extensive social contacts and more social contacts. This kind of people have many similarities, with high quality of life and quick acceptance of new things. It can promote more group consumption, have greater social influence and be younger. For example, most of them are between the ages of 25 and 40. Men are dominant. These consumers are humble, successful or about to succeed, and the trend is stable.

8 brand image

The brand building of Harbin Beer has a long history. Yanjing's popular style.

Wheat King is a new generation of low alcohol and light beer, which should get rid of Frye's long history.

Product analysis, adjustment and summary

Advantage: the advantage of Mai Wang is its own cost advantage.

Disadvantages: In terms of beer grade, Maiwang is neither high nor low, and its positioning is not clear.

Opportunity: Wheat King is a new product with broad development prospects.

Threat: There are constantly new brand impacts, and Mai Wang lacks new cultural connotations.

Third, consumer analysis.

1 Analyze consumer groups.

The purpose of existing consumers' consumption of this product is to create an atmosphere and exchange needs at banquets.

2. Where do consumers usually use this product?

There are more friends' parties and business banquets.

Most consumers can talk about wine when drinking, which seems to inject many stories and improve our cultural taste.

A is suitable for the composition of consumer groups of this product.

The age of consumer groups is: 24-40 years old.

Income status:1000-3,000 yuan/month.

Gender: male redundant female.

Education level: it should be based on medium education level (junior college, undergraduate).

Place of purchase: most of them are bars, hotels and entertainment places.

Motivation to buy: A is curious, including the psychology of tasting.

B for this price, it is more in line with their identity.

C this product is really light and refreshing, which meets their needs at the banquet.

Purchase quantity: the last purchase quantity was not very high, but the purchase frequency should be very frequent.

Time of purchase: mainly Chinese food and dinner.

B. existing consumer attitudes.

1. Consumers' understanding of this product is still relatively low.

2. Description of this product. Name 4. Degree of purchase, 5. Not six. Very high, 7. In most hotels, 8. There is a salesgirl. 9. After using this product, 10. Its outstanding malt flavor and light and refreshing taste, 1 1. Have a good evaluation.

4. Enterprise competition and competition analysis.

1. What is the position of the enterprise in the competition?

The annual output of Harbin beer has exceeded 6,543,800 tons, making it one of the four largest beer groups in China. Everything else is Tsingtao beer. Yanjing. China resources.

2. Corporate competitors

Competitors: Tsingtao Brewery, Snowflake, Budweiser, kingsbury and Yanjing.

3. Basic information of competitors,

Yanjing, Yanjing brand 0 1 value 55. 2.9 billion yuan, Yanjing Beer has a strong regional and high market share in Beijing, and its overall strategy is to become stronger and bigger.

Tsingtao beer is the first beer brand in China. Generally speaking, Tsingtao Brewery has a strong brand, but wherever it goes, it buys closed small factories, and its quality will definitely decline. Judging from its overall strategy, it is bigger and stronger.

Relying on the strong support of Hong Kong headquarters, China Resources has continuously acquired and merged beer enterprises, posing a threat to Harbin Beer. It is in Jilin Province and merged with the new Samsung Beer Group. China Resources' strategy is to be bigger and stronger, and its core competitiveness is to have a strong capital advantage.

The overall scale of Harbin beer is not inferior to the three, but the brand and capital are insufficient. Harbin Beer Group has a very high share in Heilongjiang Province, which is how to be a national brand.

5. Analysis of past advertisements between enterprises and competitors

According to statistics, Budweiser, Qingdao and Jinwei ranked in the top three in advertising volume from June 2002 to June 2004. From June, 2002 to June, 2003, the total pop investment of beer manufacturers was 74,387 yuan10,000 yuan, a sharp increase of 753,600 yuan compared with last year, and the number of print advertising brands reached 2 12. It can be seen that print advertising has become a new highlight of beer advertising.

In June this year, the amount of beer advertising reached 365,438+065,438+04,970,000 yuan, which was three times that of last June, and many beers focused on newspapers.

Tsingtao Brewery will focus on South China this year, investing 600,000 yuan in Guangzhou and Shenzhen respectively.

Advertising positioning

(1) market positioning

Mainly in Harbin, Daqing, Mudanjiang, Jiamusi and other places. Gradually spread to Jilin and Liaoning. The focus of various activities is Harbin.

(2) the expected positioning of the product

Mid-range, suitable for people who have succeeded or are eager to succeed.

(3) Advertising positioning (TV, pop and newspapers)

In order to shape the male personality characteristics of self-improvement, self-confidence, pursuit of success and never giving up. This is a TV advertisement. In newspapers, advertisements mostly appear in the form of soft articles. Fashion is a symbol of status and taste.

(4) Positioning of advertising objects

White-collar workers aged 25-45.

Second, advertising planning

(1) advertising target

White-collar workers aged 25-45.

Through the advertising of the four major media, we will strive to initially establish the popularity and reputation of Wheat King in the eyes of consumers in the three northeastern provinces within six months. Enhance 45% popularity and strive for the reputation of 13%.

(2) Advertising means

My approach is to promote it in TV, newspapers, pop, public relations and other ways. At the same time, it pays attention to the terminal pop promotion that can be effective in the short term, and takes professional magazine advertisements, news reports and sales incentives as the main means for dealers.

(3) Mai Wang Marketing Plan (strategic planning)

I made a marketing plan in combination with the depressed market.

The overall plan is as follows:

Marketing schedule

Time refers to the first stage: 65438 in 2002+65438 in February-March 2003+1October, the second stage: 65438+ 10-March 2003, and the third stage: March-April 2003.

TV entrepreneurship is hard and successful, delicious, one entrepreneurship is hard and successful, delicious, one reminder and one reminder advertisement.

(pop) Poster Wheat Series ab Two Comfort Series ef Two Height Series Print Advertising Wheat Series

Newspapers are soft and refreshing. Are you really fashionable? Drink beer to learn character.

Public Relations Channel Wars Mai Wang Management Forum "Good Wine and Good Drink, Back-projection Done" Fireworks Conference Set Mai Wang Advertising Slogan Harbin Beer Prize Competition Questionnaire

The desire to broadcast heroes

Selection of media in attachment promotion plan

The first stage; The main propaganda carriers are:

New Evening News, Morning News, Harbin Daily, Heilongjiang Legal Channel,

The second stage; The main propaganda carriers are:

New Evening News, Harbin Daily, Harbin Entertainment Channel

The third stage; The main propaganda carriers are:

New Evening News, Harbin Daily, Heilongjiang Legal Channel, Harbin Entertainment Channel

Description of advertising promotion stage

1) The market warm-up period (65438+February 2002 -65438+20031October) is mainly to attract the attention of Maiwang, initially establish the product image and guide consumers to understand the beer brewed by white wheat.

2) Market recovery period (June 5438+1October-March, 2003), mainly relying on the east wind of the Spring Festival, deeply guiding consumers and shaping their trust and goodwill towards products.

3) Hot market period (March-April, 2003), mainly aimed at the company's opening after the Spring Festival, strengthening the publicity of white-collar workers, maintaining the off-season product popularity with various soft activities, preparing for the summer resale climax, and establishing a complete product image.

4) Marketing suggestions

In order to meet the consumption habits of consumers, the promotion of Mai Wang needs the following work:

1) In order to further motivate the bar and promote Mai Wang, in addition to putting pop in the bar, we also launched a public relations promotion activity of "Drinking good wine from behind". From June 5438 to April, if you sell 5,000 bottles of Maiwang in any bar, you can get a 9990 yuan rear projection color TV set from Toshiba.

2) Before the Chinese New Year, each company will settle accounts in one year. Hold "Mai Wang-General Planning Seminar" to tell some well-known domestic business people, such as Zhang Ruimin, about his oec management, ask Shi Yuzhu to talk about his entrepreneurial experience from scratch, and ask Liu Chuanzhi to talk about how he developed a research institute with several people into today's association. Attract well-known entrepreneurs and company executives from the three northeastern provinces and let them have a certain understanding of Mai Wang. At this time, activities can also shape the brand image of successful people = Mai Wang.

3) Advertise Mai Wang in some newspapers, such as Qian 10, and each person can get 5,000 yuan, so that non-information can be spread to consumers in the cheapest way.

4) During the Spring Festival, the activity of "Mai Wang sets off fireworks to welcome the Spring Festival" was held. During the Spring Festival, people always get together with their families. Fireworks were set off in Jiangbei, thanking Harbin citizens for their support of Harbin Beer.

5) Publish the award-winning questionnaire of Wheat King in Harbin newspaper to let more citizens know about Wheat King.

6) Conduct channel wars on major hotels in Harbin. The dealer sells 1000 cases and rewards a motorcycle. 600 boxes of dvd, 400 boxes of Mai Wang Down Jacket 10. Reward hotels.

Third, advertising performance.

The theme of a TV advertisement: Entrepreneurship is hard and success is delicious.

Focus of appeal: according to the unique flavor of Mai Wang, shape the unique taste of Mai Wang's success.

Television advertising corner a

Entrepreneurial Innovation, Success and Food

Photography Location (Scene) Painting Language

In 8 seconds, Nie Mingyu's office, three young men in suits turned their backs on the audience and faced Chen. One of them handed the document to Nie Mingyu. Manager Nie, this is the blank spot we found in the southern market. This is our strategic plan.

2 seconds, the camera switches to the file, and the plan to develop the southern market is silent.

In 9 seconds, Nie Mingyu's office saw three young people with their backs to the audience. Nie Mingyu still put the documents on his desk. You are very creative and talented in the company, but you want me to send the documents to the Hong Kong headquarters, which has a branch in Guangzhou. What should we do if we compete?

5 seconds Nie Mingyu's office, three young people, with their backs to the audience, holding documents. You are talented people. I'll give you a few days off. Go and play.

In six seconds, the three men turned around, threw the document into the sky, and tore open the angry mask with their hands.

2-second subtitles Entrepreneurship is hard, success is delicious, Mai Wang.

B TV advertising theme: mainly to remind people that the focus of appeal should be noble taste.

For example, split 15 second into two times, one before the popular TV program and the other half after the program.

Tv commercial corner b, the scene is in a noble hotel, the waiter pushes a wine truck, which contains Wuliangye, Maiwang, scalper and remy martin.

Another advertisement is after the program. The scene is that all the guests are here, and one of them is drinking Mai Wang.

A Case Study of Hui Quan Beer in Fujian Province

Fujian Market in Local Wrestling

In 2002, the total capacity of Fujian beer market reached 6.5438+300,000 tons, making it the third largest beer market in China. Fujian's per capita beer consumption ranks first in the country. There are many beer producers in Fujian. There are 45 different beer brands in Fujian, among which two local brands, Huiquan and Jin Xue, are the top ten beer enterprises in China.

Due to the relatively conservative Fujian market and the language barrier, many well-known brands at home and abroad have been difficult to enter this market. It was not until 200 1 that Tsingtao Brewery, the leading wine producer in China, successfully entered Fujian by acquiring 5 1% equity of Rongcheng Beer. Huiquan and Jin Xue, two local brands in Fujian, have shared more than 60% of Fujian's wine industry share for a long time, which has guaranteed foreign investors to enter the market.

Among them, Huiquan Beer has been the leader of Fujian wine market for many years. On the one hand, it is the sales champion in Fujian, on the other hand, it focuses on the middle and high-end market, representing high-end beer, with an annual production capacity of 550,000 tons. On the contrary, Jin Xue has only been able to get its hands on the mass beer market, and its fame and strength are not as good as Huiquan.

0 1 year, Huiquan's position was greatly impacted. Apart from the threat of Tsingtao beer, the rapid "rise" of Jin Xue has subverted the pattern of Fujian beer market. Starting from 200 1, Jin Xue improved its production technology, produced draft beer before Hui Quan, and changed its position in the eyes of consumers with powerful publicity and marketing means. In the face of "new snow", Huiquan beer sales have been losing ground and forced to give up its leading position for many years.

The opponent's rapid success exposed some problems of Huiquan.

Strength is charm?

First of all, Huiquan's advertising slogan-"Strength is naturally attractive" wants to convey the image of strong enterprise strength to consumers, which is obviously a bit too much for consumers, and it is from the perspective of enterprises and has no affinity. To make matters worse, Huiquan has never highlighted the "charm" of products, and the brand has no foothold, and its positioning is vague, making it difficult to attract consumers. In addition, the brand aging phenomenon of Huiquan is serious, which makes it less attractive to the younger generation, and the brand image as the core of promotion lacks communication power.

In contrast, in 2002, Jin Xue broadcast a series of commercial advertisements in Fujian. In the advertisement, a couple started a modern fairy-tale love story around Jin Xue Beer, which endowed Jin Xue with the character of "true feelings" and was deeply rooted in people's hearts. The core value of the brand has risen several times and won the hearts of the younger generation.

Let's take a look at the marketing situation in Hui Quan:

Positioning: mid-to high-end market

Product lines: draft beer, fine beer, 330 beer, wheat beer and special beer.

Advantages: industrial scale, market effect and good taste.

Disadvantages: brand aging, playing outside the province market, scattered resources.

For its own positioning, Huiquan lacks strong communication to consumers, and the brand has not yet established a foothold for effective communication. Therefore, there is no way to establish strong core values, which makes Huiquan lack "appreciation ability". From this, we can see two basic reform tasks of Huiquan Beer: to find a foothold for the brand, to reshape the corporate image, and to make Huiquan appear in the consumer market with brand-new charm.

Communicate and find out the answer

In order to find the answer to the question, Japanese and Chinese brand communicators conducted an in-depth investigation in Fujian market in 2002 and had a direct dialogue with local consumers. The survey sites are concentrated in major beer terminals, including food stalls, night markets, supermarkets and shops. , and held many forums with consumers at all levels.

In the survey, Japanese and China researchers found that most of the interviewees had often heard of Hui Quan beer, but generally they didn't leave a deep and special impression.

Fujian people drink in boxes, and they do it when they touch glasses, which is very generous. At the same time, beer has a special position in Fujian people's lives. The life of Fujian people is relatively conservative and closed, with little change in lifestyle, which is not as colorful as other urban areas. In terms of nightlife, Fujian men are used to chatting, drinking and telling jokes to each other in various forms after meals every day. As an important driving force in the banquet, beer causes topics and drives the atmosphere.

Therefore, beer has become a part of the life of many people in Fujian. Beer is not only a drink, but also a way of life.

Beer is a tool for people to communicate their feelings. Because of its special function, people's evaluation of beer is not simply formed from its taste (rational appeal point), but more is the embodiment of beer's self-value. That's what this wine can give me.

Consumer's rational appeal point

Good taste, good quality, mellow and fresh, convenient to buy, high reputation and high cost performance.

Consumer's perceptual appeal point

1. Not necessarily successful, not necessarily rich.

2. Young, humorous, confident, witty, connotative and reliable.

3. Give you personality charm

4. Be respected and appreciated

5. Do what you like

6. Do unexpected things

7. Have unique ideas and charm.

8. Attract friends' attention

9. There are always surprises and joys.

10. No dull feeling.

Through discussion, I found these nouns with the highest frequency: pursuing individuality, humor, novelty, uniqueness and willfulness. ...

The foothold of the product should meet these points. In other words, this foothold should be relaxed, novel and able to show the personality of consumers.

Unique self-charm

Japan and China have formulated a complete set of marketing strategies in combination with the needs of consumers and the market situation in Hui Quan. As pure draft beer is more popular with the younger generation, the promotion is mainly based on pure products, and with strong online communication, offline communication is strengthened and improved. Change consumers' attitude towards drinking beer-"Drinking is the embodiment of my own style, and Huiquan beer is the best embodiment of my personality." By strengthening point-of-sale sales and rapid sales, we can expand the market capacity of Hui Quan and strengthen the communication between brands and consumers.

Brands should also be fresh.

In this way, a brand marketing around unique self-charm came out. Advertising slogans always have a fresh feeling, which is consistent with Huiquan Beer Company's continuous pace of technological transformation and quality management, continuous optimization of production environment and pursuit of excellent fresh quality. At the same time, it clearly highlights the brand concept, advocates a positive and innovative lifestyle, makes it easier for the public to understand and accept, and strengthens communication with consumers. So as to stimulate consumers' brand identity, improve Hui Quan's affinity and added value, recapture a group of consumers, create development space and increase economic benefits. Through a series of powerful promotional activities, the theme of "always fresh" will be popularized quickly, which will stimulate the market and produce good social effects.

Powerful means of communication

online exchange

Put young and lively advertisements and a series of brand-new posters in various local media with the highest ratings, and publish them on the Internet, outdoors, newspapers, magazines and other channels. , thus shaping the image of Huiquan in the eyes of consumers.

Offline propagation

1. Create various large-scale activities to enhance the exposure of the brand and its new theme.

2. Give consumers a new impression and strengthen the affinity of the brand by giving various personalized souvenirs with promotion.

3. During the 2002 World Cup, the promotion of Hui Quan beer was strengthened to attract a group of consumers who like to go out to watch football.

4. Set up more standard and novel point-of-sale advertisements. In order to promote Huiquan's new propaganda core in the shortest time.

summary

In 2003, Huiquan Beer regained the first place in the consumer brand preference survey, and its annual sales increased by 48%. Hui Quan succeeded in creating new charm among consumers.