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“Datang Manor” Mineral Water Marketing Promotion Plan

Contents

1. Foreword

2 , Situation assessment, observation or analysis of the mineral water market

3. Marketing before listing must take one or several steps first

4. Standardized management basic work

5. Channel construction and logistics system establishment and management

6. Recruitment and training of management or sales personnel

7. VI design and introduction

< p>8. Advertising, theme activities, and public relations activities

1. Foreword

Beijing’s “Datang Manor” mineral water project is in full swing. In order to make “Datang Manor” In order for mineral water to enter the market and the homes and mouths of consumers of a specific class as soon as possible, this suggested plan or plan copy is specially made for the preliminary operation or preparation work for the reference of the "Datang Manor" mineral water manufacturing company.

For a successful company to launch a new brand of mineral water, it can borrow existing brand and channel network resources, or invest heavily in high-profile promotion and conduct early market recognition. Intellectual education, but for the new mineral water varieties of "Datang Manor", these advantages are not met. It is necessary to reasonably grasp the market timing and use its own limited resources to carry out scientific and effective product launch operations.

2. Situation assessment, observation or analysis of the mineral water market

Because SWOT analysis has been carried out when determining the project, this copy does not cover this content and only combines the pre-listing preparations Work, make a basic understanding and analysis of the mineral water situation: (omitted)

3. Marketing before listing must take one or several steps first

According to the "Datang Manor" mineral spring According to the thinking of the leaders of the water manufacturing company, "Datang Manor" is positioned at the consumer group of the middle and high-income classes and wants to create such a higher-grade mineral water. Therefore, in the current mineral water market, we initially think or recommend: It is necessary to work or make preparations from the perspective or level of cultural marketing in the following aspects.

(1) Strategic environment

The first stage of marketing planning includes two steps: defining the mission of the "Datang Manor" mineral water manufacturing company and identifying the "Datang Manor" mineral water Manufacturing company goals. Corporate mission and corporate goals emerge from the strategic planning process. Identifying the strategic context of a marketing plan is necessary to ensure that specific marketing goals and strategies are directed toward overall corporate-level goals rather than suboptimal goals for the marketing department.

1. Company mission

The purpose of the mission statement is to enable the company's shareholders and all employees to have a clear understanding of the company's purpose and direction. A mission statement is an important tool for coordinating different activities within a company. It provides a framework that enables employees from different departments to work together to achieve the overall corporate goals and corporate philosophy. It is important to emphasize that the effectiveness of a mission statement for an organization depends on the commitment of company shareholders and employees, especially internal company shareholders, to the mission. Only when the mission is clearly communicated and felt can shareholders and employees become invested in it.

Although determining the company's mission occurs at the company planning level, it is necessary to consider the company's mission in the marketing plan so that subsequent steps of the marketing plan can focus on achieving the company's overall goals. If the organization does not already have a formal corporate planning system, the marketing plan should also include developing the corporate mission. If the organization already has a formal corporate planning system and corporate mission, then the marketing plan must evaluate the existing corporate mission. Combined with the mission of the "Datang Manor" mineral water manufacturing company, we believe that it can be based on social and economic aspects. Designed from three perspectives: , enterprise and so on.

2. Company Goals

Once the mission statement is clear, the company goals need to be stated. The purpose of corporate goals is to allow a company's shareholders and employees to measure the success of its mission.

Key areas where company goals need to be set:

(1) Market position: sales and market share (by product and market segment) customer service level service availability;

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(2) Innovation: new products and services that achieve market goals;

(3) Productivity: the productivity of employees and funds

(4) Physical and financial Resources: buildings, equipment, property and technical capital raw materials and components;

(5) Profitability: asset replacement, innovation and expansion attract new funds and risk returns;

( 6) Performance and development of management;

(7) Performance and attitude of employees;

(8) Corporate responsibility;

In this level, the emphasis is on the company's strategic goals rather than on tactical goals related to marketing or operations. In order to compete effectively in the market, goals in the above areas must be set. Company goals must be achievable through hard work.

Goals may be qualitative. Goals used within a company must establish the exact goals to be achieved within a specific time period. Setting a mission statement and company goals provides the opportunity to see if both are appropriate. Corporate goals should also provide an assessment that the company's mission is being achieved. Therefore, company mission and company goals are closely linked. The corporate mission and corporate goals emerge from the strategic planning process. Strategic planning is the responsibility of top management, not the marketing department. The clear stipulation of various elements of the company's mission and company goals is the basis for correctly formulating a marketing plan. The basic purpose of a marketing plan is to achieve these specific goals and provide an overall framework for implementing marketing strategies.

(2) The guiding ideology for formulating the marketing strategy of "Datang Manor" mineral water:

The formulation of marketing strategy is the most important part of the overall marketing planning process.

Based on the situation of the "Datang Manor" mineral water project, we believe that in formulating marketing strategies, it is necessary to determine the following two aspects of marketing ideas or guiding ideology for operations:

(1) To seize the behavioral characteristics of segmented consumer groups, we must use differentiated marketing strategies to quickly attract the attention of specific target consumer groups with unique cultural concepts and innovative forms, and influence and influence the specific target consumer groups through specific target consumer groups. Developing more consumer groups can also reduce customers' sensitivity to product prices and quickly enter the market;

(2) Avoid fierce competition in the mid- and low-end markets and increase efforts to create alternative cultures in the mid-to-high-end markets The operability of the brand can also help enterprises obtain higher profits, create their own competitive advantages, and lead the market in this field.

(3) Suggestions on the marketing strategy of "Datang Manor" mineral water:

Because "Datang Manor" mineral water is a new grade of mineral water and the product has just entered the market. This market has not yet formed an understanding of the benefits generated by this product. At this time, we need to educate and publicize product awareness in this market. The market cultivation of this product starts with rational education, specifically targeting the target. Consumer groups and consumers are also gradually transitioning from rational understanding to the stage of emotional acceptance. Therefore, the positioning of "Datang Manor" at this time is the product benefit positioning for specific target consumer groups and consumers; as the market develops, products Only then will the positioning be gradually improved and changed, so it is necessary to carry out a large amount of oriented publicity and education work in the early stage from the perspective of cultural marketing:

l. Product positioning is the starting point for establishing market performance:

The promotion method of new product launches should adopt different promotion strategies and methods according to the different product stages of the product. Because this product is in the product introduction stage, the obvious feature of this stage is that the product’s popularity rate is not high. High, the market's understanding of this product is still at a very early stage. From a business perspective, more work is still focused on educating the market. Therefore, the promotion strategy at this time is to focus on informing the functionality of the product. work.

The completion of product positioning and market positioning is not just for show. Every step we take is related to the future fate of the product in the market. Only by accurately positioning can we carry out corresponding measures. Market education and promotion efforts.

Why is positioning the starting point of an enterprise’s market performance? Because we will understand and know who to say and what to say, so that we will not bombard the market without purpose.

In short, the positioning of the launch and the design of the concept are the key factors for the success or failure of the product. Only by doing these tasks well can the product launch be successful. Generally speaking: the key points of product concept design:

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First: Key points of product concept positioning:

1. The positioning of product concept is determined by the unique essential benefits of the product itself and cannot be created out of thin air. However, we have many concepts for products. How to strengthen its main concepts is what we have to do.

2. The product concept must be a concept that meets the interests and needs of most people in a specific class.

3. Product concepts should be chosen between rational consumers and emotional consumers according to market conditions.

Our current "Datang Manor" mineral water has been positioned at the level of cultural taste, and it is necessary to develop and refine the product concept in conjunction with this level of consumer groups:

1. Brand concept: selling water, health and culture at the same time.

2. Brand foundation: It not only meets basic physiological needs, but also provides value that other brands cannot provide; the above interests can be satisfied in a convenient and pleasant way.

3. Concept support: Create a unique concept of "Datang Manor" mineral water based on the natural geographical structure of the place where the "Datang Manor" mineral water is generated.

Level 1: Natural geographical structure, transcending ordinary mineral water, and the concept of meeting the dual important indicators of mineral water such as strontium and metasilicic acid in mineral water.

The second level: expresses and focuses on the concept of modern scientific refinement, realizes the reproduction of the essence of mineral water, and explains thoroughly that "Datang Manor" mineral water easily melts into the human body and enhances physical fitness.

The corresponding strategy can be:

1. Strategic strategy: Draw a clear line with purified water and ordinary mineral water, not engage in price wars, and not go downhill with them; play the mineral quality structure and functional brand of "Datang Manor" mineral water to highlight the dual importance or dual importance. The value of significant indicators makes it clear the value-for-money benefits that consumers can obtain; advocates a green and healthy lifestyle to the whole society, spreads scientific and correct consumption concepts, thereby establishing a healthy and high-grade brand image, and shaping a brand that is sincere and responsible for society and serves the society. A corporate image that works for the benefit of mankind.

2． Strategic steps: establish the brand and become the local leader in Beijing; strengthen the brand and become a famous mineral water brand in Beijing; extend the brand and become the leader of China's green health industry with dual important indicators as the core.

3. Strategic deployment: With Beijing as the base camp and Beijing as the key market in the north, after stabilizing our position, we will go nationwide.

4． Brand image positioning: health, vitality and noble taste.

5． Product function positioning: How to find the point of convergence between product features and consumer needs? It is an important pavement for the pre-market publicity and consumption orientation of "Datang Manor" mineral water.

It is recommended to find out the health care effects of dual substances on the human body from the perspective of medicine, health and other media and carry out popular science promotion of healthy water. For example: Strontium is commonly lacking in modern people but plays a key role in human health. The elderly, people with intellectual work, those who consume a lot of physical energy, children and students lack strontium in large quantities. Therefore, there are many themes. Science popularization and publicity can be carried out; similarly, it is possible and necessary to publicize the effects of metasilicic acid on human health. A series of popular science articles can be published around the above concepts, with the title: What kind of water should we drink? Why is the price of mineral water with double excellent indicators high? Why does Beijing stipulate that primary and secondary school students are not allowed to drink pure water? Is drinking pure water really healthy? How to distinguish the quality of mineral water? Will drinking mineral water for a long time cause kidney stones? Is "mountain spring" just mineral water? Why is mineral water more precious? What does the Healthy Family tell us?

Rare things are more valuable. "Datang Manor" is the only natural mineral water in my country that meets the standards for dual important minerals. It is the only high-quality mineral water in China that meets the standards for both minerals. Therefore, it is completely necessary. On this basis, we should establish and promote a consumption orientation: one bottle of "Datang Manor" water is equal to two bottles of ordinary mineral water; drinking one bottle of "Datang Manor" adds the health elements of two bottles of ordinary mineral water. This is " "Datang Manor" is an important basis for product positioning and the foothold for achieving value monopoly and winning in competition.

6． Consumer group positioning: white-collar workers and intellectuals are the main consumer orientation, thereby influencing other consumer groups in a point-to-point manner.

Second: Product market selling points

1. "Datang Manor" is different from similar mineral water products, so we must refine and give clarity to "Datang Manor" concepts and quickly inform target consumers to promote their reasons for purchasing this product.

2. The selling point of a product is a reason to buy the product among people who want it.

3. The selling point of a product can be a benefit attached to the product.

4. Product selling points can be phased product goals.

Based on this, we may also position the concept of "Datang Manor" mineral water as "atypical mineral water" or "royal mineral water" in the current period.

(4) Publicity work that can and must be done before going on the market:

1. Determine a name with cultural taste:

The product name represents culture , so in terms of naming, there must be cultural charm from the beginning. In terms of naming, you can make up your own, or you can collect names by recruiting names. The naming announcement itself is a kind of publicity, and the advertising slogan for naming can be " "Qian Jin seeks a name"; the word "Qian Jin" is a pun. "Qian Jin" is synonymous with daughter. The daughter of a lady is about to be born, which can arouse everyone's interest. At the same time, "Qian Jin" means "thousand yuan". This name-based advertisement can be publicized at specific consumers or main channels.

2. Preparation and publicity strategy before product launch:

(1) From the diversified operation and development of chemical manufacturing enterprises and the entry into mineral water projects as news points, conduct publicity and select "Beijing Daily", "Beijing Evening News", "Beijing Modern Business News", "Beijing Evening News", "Boutique Shopping Guide" and other newspapers in Beijing, as well as industry newspapers related to the factory such as "China Chemical News", National Chemical Industry Network , "Economic Daily" and other publications published soft articles for promotion.

(2) Based on Pursmart's dominant position in the retail industry and its business philosophy of "always providing members/customers with the best products; always saving members/customers money", publicity Pursmart entered the mineral water market, produced "Datang Manor", and selected "China Business Times", "Beijing Evening News", "Beijing Modern Business News", "Beijing Evening News", "Boutique Shopping Guide" and other publications to publish soft articles.

(3) To promote the "Datang Manor" manufacturer from the perspective of providing re-employment opportunities, choose "Beijing Daily", "Beijing Evening News", "Beijing Modern Business News" and "Beijing Evening News".

(4) Promote "Datang Manor" from the perspective of recruitment, selectively participate in some large-scale job fairs that can attract social attention, and advertise "Only laid-off workers are recruited to serve as water delivery workers for atypical mineral water" "Flags or signs create a market sensation or communication effect. You can choose "Beijing Talent Market News" and "Beijing Daily" for publicity.

(5) Promote it from the perspective of XXX and XXX, the preferred image spokespersons of "Datang Manor". You can do TV interviews and newspaper interviews, interview artists, and express your willingness to serve as "Datang Manor" The words of the spokesperson are used to set off the "Datang Manor" mineral water, making the "Datang Manor" mineral water enter thousands of households, imports, and reach the eyes and hearts of the public or special groups of people.

(6) Posters or advertising posters:

Posted or displayed in two stages:

The first poster or advertising poster posted only has the image of the spokesperson Characters but no products can be posted in the subway advertising position and the Pursmart Beijing store, with advertisements and "guess what new role he or she will play". Those who guess correctly will win prizes and draws, and the prize will be a Peking Opera performance. Or get a box of mineral water from "Datang Manor". In time, this advertising campaign was launched before the subsequent TV interview.

What was posted for the second time was a "patch"-like advertising poster. The bottle of "Datang Manor" mineral water was "patched" on the first poster or advertising poster.

(7) Create an atmosphere of scarce and precious drinking treasures:

A. Pursmart’s prizes: Members of Pursmart will receive a box of “Datang Manor's mineral water to show the preciousness of identity.

B. Promote the “Datang Manor” mineral water from multiple angles by establishing a relationship between specific groups of people and the “Datang Manor” mineral water.

The specific groups of people initially selected are:

A. Actors: extending from Peking Opera actors and radiating to other singers and actors, actors who promote the quintessence of the Chinese culture or represent the quintessence of the Chinese culture are also People with higher political status serve as product image spokespersons, reflecting the grade and cultural taste of the product. Through their social activities, they bring the product to the social circles where they act or influence the radiation. The first thing they affect is the actors and the audience.

B. Medical workers: For medical workers who have participated in the fight against SARS, we will cooperate with the health department to hold a donation ceremony of "'atypical' mineral water to anti-SARS medical workers" and Supplemented by soft articles for publicity, select "Beijing Daily", "Beijing Evening News", "Beijing Modern Business News", "Beijing Evening News", "Boutique Shopping Guide" 263, and Sina for publication. In addition, supplemented by the report of "the emergence of atypical mineral water", the language is misplaced to report and publicize. Consumers think it is to prevent "SARS", but it is actually the use of language skills. "Atypical" mineral water is different. It has a different meaning than other mineral waters, but it contains the ambiguity of preventing SARS. There is no word about preventing and controlling SARS, but it is a word that people can easily pay attention to and can be quickly known to the public. Double-excellent index mineral water can be properly added to have the effect of "Isatis root" to enhance resistance, and can be extended to form anti-SARS mineral water. The concept of atypical mineral water can be quickly accepted by consumers.

C. Cooperate with the Beijing Central Blood Station to give "Datang Manor" mineral water to those who receive blood, in order to imply that drinking this water can promote physical recovery, implying that this water is beneficial to health. Awareness, supplemented by soft articles for publicity, choose "Beijing Daily", "Beijing Evening News", "Beijing Modern Business News", "Beijing Evening News", "Boutique Shopping Guide", 263, and Sina for publication.

D. Aviation drinks on the plane: "Datang Manor" mineral water on flights of Northern Airlines or China Southern Airlines.

E. All exchanges or training activities between Peking Opera actors and fans use "Datang Manor" mineral water, and they are consciously expressed in TV reports.

4. Standardized basic management work

Behind a successful enterprise, there must be standardized implementation of standardized and innovative enterprise management systems.

Successful enterprises have the same characteristics in the implementation of enterprise management systems, which is the preparation or innovation of standardized management systems (the preparation process of new enterprise management systems is actually an innovative process) As well as the effectiveness of the implementation of normative management systems and other factors, it is more successful than other companies, and in the process of continuous and stable innovation and optimization, it improves the implementation quality of normative management systems in a cyclical and upgrading manner, maintaining and enhancing scientific and efficient The operating efficiency of the enterprise management system; as a mineral water manufacturing enterprise corresponding to successful people, it must position the enterprise on the basis of successful development from the beginning. If the enterprise management and development are not successful, its products will definitely not be successful. sales performance.

Establishment of organizational structure, management system and process:

1. Organizational structure design, department function design, job description design of the "Datang Manor" manufacturer, Especially the organizational structure design, department function design, and job description design of the sales department;

2. Sales channel design or layout: the layout of water delivery points;

3. Comprehensive management of the company System design;

4. Management system design of the sales department;

Category 1: Management system for user or customer service;

Category 2: The management system of internal employees of the enterprise;

The third category: establishment and management methods of cooperative relations with water delivery points, standardized design of work processes and customer service;

V. Channel construction and Establishment and management of logistics system

Channel construction planning indicators and management, construction and management of own logistics system

1. The general distributor of bottled water has been determined, so it is necessary* ** Agree on the general distribution agreement together; at the same time, we must also handle the channel segmentation work together.

It is necessary to divide the channels into online sales, direct supply, wholesale, hotels, supermarkets and group purchases. Reasonably handle the selection and layout of general distributors and channel member units, and handle local issues well. interests and overall interests.

2. ***Co-design the distribution of dealers, ***Co-operate to grasp, control and improve dealers' standardized management and service quality; ***Co-ordinate the formulation of dealer agreements and management assessment methods;

3. As a rule, the retail sales of bottled mineral water in supermarkets is estimated to account for no more than 20% of the total sales of bottled water. Most of them are concentrated on occasions that are convenient for customers to purchase temporarily, such as Tourist attractions, places with a large flow of consumers, such as trains, luxury buses, airplanes, ships and other bus and airport waiting places, as well as trains and airplanes;

4. Places where a relatively large number of people gather Occasions such as group purchasing units, hotels, restaurants, near aristocratic schools, Peking Opera theaters, luxury cinemas, etc. are the occasions where bottled water sales are large. Therefore, when it comes to the development of dealers, it is important to consider the social relationship between dealers and these institutions. , The development of dealers must be comprehensively considered. In terms of the development of dealers, it is not the factors that limit punishment, but what is more important to consider is whether he has the ability to develop bottled water to the above-mentioned related areas and occasions.

5. The same is true for general distributors. If the produced water cannot meet a certain amount of sales targets, even if it is punished, the interests of the manufacturer will be guaranteed or compensated, but the mineral water will not enter the market. Instead of reaching consumers, it accumulates in dealers' warehouses, which is not the result we want. Therefore, we have to be cautious when choosing dealers. What I am asking is a developmental issue

6. In terms of the relationship between bottled water general distributors and distributors or secondary wholesalers and retailers, one thing to consider is the relationship between bottled water distributors and retailers. It is necessary to deal with the possible conflicts between merchants and bottled water, distinguish the coordination between bottled water and bottled water, and at the same time consider the differences between them, but the premise is that it does not bring inconvenience to consumers.

7. Some important stores, such as Peking Opera theaters and luxury cinemas, can also consider buying out sales and stipulating in the contract that the stores are not allowed to sell products of competitors or potential competitors.

8. Provide training to the staff of general dealers, distributors, retailers or terminal sales points. What you buy is water, and more importantly, what you buy is culture. Culture is more In the buying process. Therefore, it is necessary to carry out unified cultural training. Those who fail to pass the cultural training cannot obtain qualifications such as general distribution, distribution, and retail sales.

6. Recruitment and training of "Datang Manor" management or sales staff

1. Recruitment:

Choose appropriate media to publish recruitment advertisements , taking into account the factors that bring "Datang Manor" into the community, we want to achieve an effect, that is, the recruitment advertisement is also combined as a job to promote "Datang Manor".

2. Training work:

The new factory of "Datang Manor" has just been established, and it is necessary to sell "Datang Manor" to customers in a short period of time. The personnel Quality will become a constraint, so recruiting and selecting the right people is very critical. Therefore, it is necessary to recruit suitable personnel to work in the corresponding positions based on the design of department functions and positions, especially water delivery workers who have direct contact or dealing with customers. It is an opportunity to showcase the brand and to satisfy customers psychologically. Therefore, the service standards of water delivery workers must have cultural taste. The content of pre-job training will be comprehensive and the cultural cultivation of employees will be deepened.

The training will be for all employees, and the training content must include corporate culture training and service standards, because the mineral water we produce is cultural water, water specially designed for people with a certain cultural taste. Our own employees must always reflect cultural taste. Corporate culture and service standard training must be carried out from the beginning. All employees must fully identify with our culture. Only in this way can we ensure work efficiency and work quality at work.

7. VI design and introduction

VI design and introduction are indispensable design and introduction work for the launch and operation of "Datang Manor" mineral water products. It can be carried out in a step-by-step manner according to needs and progress, but the following key projects must be standardized and implemented at the beginning.

It mainly includes the logo, the outer packaging of bottled water, and the design and color of the plastic bag outside the packaging barrel. The packaging of bottled water, logistics tools (bicycles or special delivery vehicles) and personnel must be different. Uniform clothing, uniform logos for hot and cold water dispensers, layout of supermarket counters, etc.

The detailed elements and content of VI design are omitted here.

9. Advertising, theme activities, public relations activities

Combine advertising activities, theme activities, public relations activities and soft article promotion activities. The following are the media audience feedback and publicity opportunities. Several aspects of work are carried out to identify business opportunities, etc.:

1. Determine the main advertising slogan: The preliminary considerations are:

A. The water for the emperor to drink comes every day, and "the water of the Yellow River" Water comes up from the sky";

B. A bottle of "Datang Manor" water, double the supplement effect;

C. "Drink a bottle of "Datang Manor", increase "double" "Excellent" health indicators;

2. Media positioning: Beijing Youth Daily, Global Times, Beijing Modern Business Daily and other newspapers that are easy for Beijing citizens to read widely.

3. Advertising activities: < /p>

(1) Regional advertising campaign

Regional advertising is best led by newspapers, because newspapers have a good reach rate, especially local evening newspapers.

(2) Outdoor advertising is also very important. Light boxes, banners and inflatable models can often attract the attention of pedestrians and stimulate the consumption desire of potential consumers. The premise is that the advertising carrier must be exquisitely produced and must be in line with the "Datang Manor" mineral water

(3) Newspaper advertising copy: Omitted here, it needs to be compiled in real time based on timing and business opportunities.

(4) Business show

To be displayed. To transcend the spiritual connotation of the mineral water itself, it is necessary to conduct a business show and show its good business image in front of the public. The business show is not a naked advertisement. It requires "Datang Manor" mineral water to make clever use of local business events. Improve your own image, that is, event marketing.

Objects that can be used include decent actors, medical workers, teachers and heroic deeds.

Of course, commercial shows are planned activities. Including using the media to disseminate event content and obtain more consumer participation, the purpose is to serve sales

The carrier chosen for the commercial show must be consistent with the cultural connotation and spirit of the mineral water, so as to gain consumption. Only when the readers agree can the activity achieve the purpose of promoting sales

2. Theme activities:

Plan the theme activities in conjunction with the opportunity to achieve the effect of publicity:

(1 ) Purpose of theme activities: to shape brand image, expand visibility, and improve reputation.

(2) Creative principles of theme activities: innovation, two-way communication, closely grasping the pulse of the times, creating or triggering social hot spots, and guiding consumption. Fashion.

3. Public relations image display activities:

(1) Sponsorship of Beijing TV Forum activities;

(2) Sponsorship of large-scale exhibitions in Beijing ;

(3) Sponsor water for conferences reported on TV to increase chances of being on camera.