Case Analysis of Beer Marketing _ Case Analysis of Beer Sales

In recent years, the competition in the domestic beer market is extremely fierce. The marketing methods of beer bars are also endless. The following is a case about beer marketing that I compiled for you. Welcome to read!

Beer Marketing Case (1) Corona Beer

First, the background of Corona beer

From 65438 to 0995, I joined Pegasus Group as the marketing director. The company is a sales agent for foreign products, mainly engaged in imported beer, and is the general distributor of Corona beer and Miller beer in Chinese mainland.

Corona beer is Mexican beer, and Mexico is a country mainly based on agriculture. The only proud products in the world are tequila and Corona beer, which are very popular in Europe and America. As imported beer, Corona beer and Heineken beer have similar sales prices, belonging to high-end brands of imported small bottles of beer.

Pegasus Group only got the exclusive distribution right of Corona Beer in Chinese mainland by chance, and had no channels and experience in beer distribution. Liu Wuyi, the boss (who is also the boss of Puls Limat Group), doesn't understand marketing, and he doesn't want to spend money on formal marketing nationwide. Marketing expenses can be saved, so he adopted the sales method of cash on delivery. Moderow Winery rarely provides promotional items, and Pegasus also has little promotional support. Fortunately, foreigners recognize Corona beer very much. Before the establishment of general distribution in Chinese mainland, there were parallel imported goods to enrich the market. 1995, the company's annual beer distribution task in Corona was 654.38+10,000 cases. When I joined, I imported 654.38 million cases, but only sold 20,000 cases in half a year, and there was a large inventory backlog.

Second, the problems faced by Corona beer

1. Corona beer is imported in small bottles (330 ml), and the consumption places are mainly nightclubs (bars, nightclubs? Clubs, discos and other entertainment and leisure places), the consumer market is relatively small, and expanding market capacity must start with expanding consumer groups;

2. Corona beer belongs to high-grade beer, with a retail price of 20-80 yuan/bottle (then 6? 0 ml Yanjing beer 24 bottles/case 24 yuan), the higher the price, the fewer people will buy it, so we must solve the problem of personal consumption concept of cost performance and increase sales;

3. It is urgent to establish the brand image of Corona. As a high-grade brand, Heineken beer has been sold in China for 65,438+00 years, becoming the first choice of high-grade beer consumers. Corona Beer is far from Heineken in brand awareness, recognition, sales channels, market share and promotion, so it is difficult to compete with it. Therefore, it is necessary to solve the strategic problem of differentiated competition in order to enhance its competitiveness.

3. As the Corona beer that came in later, at that time, the company lacked professional marketing personnel, did not study the consumption tendency and purchasing characteristics of consumer groups, and did not have a marketing strategy for high-grade beer, and only sold Corona as ordinary beer. To improve sales ability, we must solve the application problem of professional technology;

4. Corona beer brand awareness and awareness of major consumer places are very low, and few people know about Corona. As the main consumption place, bars are still in the impression of bourgeois places in China, and no serious people enter bars. To expand consumer groups, we must first solve the problem of getting rid of old ideas;

5. The sales channel policy is chaotic, regardless of wholesalers and retailers, whoever gives cash will give them the goods. There are many wholesalers in a region, and the way of selling goods with one hand and one hand makes the sellers unstable and have no confidence. To increase sales, we must start by building the confidence of dealers;

6. In terms of promotion, Moderow Winery rarely provides promotional items, and the general distribution in China rarely provides light boxes, only doing decorative symbolic promotional activities, concentrating limited promotional expenses and highlighting the lack of quality of promotional items;

7. The impact of parallel imports is serious, especially in the southeast coastal areas, where smuggling is rampant, wholesale prices are chaotic, and dealers are highly speculative. Today's parallel imports are low, and tomorrow's parallel imports will be purchased from you, and the company's shipments are very unstable;

Third, the marketing strategy of Corona beer

The core of marketing strategy is to shape Corona's brand image, make it rooted in the hearts of consumers, and form a wonderful story passed down from mouth to mouth.

1, the characteristics of Corona beer: ① transparent glass bottle packaging, golden liquid and blue LOGO are very bright; 2 the taste is light and refreshing, and there is no bad breath after drinking; (3) Low calorie, which is a kind of low calorie beer, the calorie is only one third of that of ordinary beer; ④ There is a tradition of adding lemon to drink; ⑤ The sales volume of imported beer in the United States ranked second for ten consecutive years;

2. Product positioning: At that time, clear glass bottled beer was rare and novel in Chinese mainland. The golden liquid and the blue LOGO match each other, and the wine and the bottle complement each other, making the appearance very beautiful and attractive. In addition, this beautiful appearance can set off the romantic mood, combine the characteristics and characteristics of the product, associate the spicy customs of Latin Americans, and tap the personality of the product, so that it has a distinctive foreign wine culture color and is easy to remember. Put forward romantic sentiment as product positioning, and advertising positioning language is corona? The most romantic beer/cola na? Lover beer, Corona beer is very beautiful, and it is not too much to compare it with the lover in beer; In the exotic atmosphere of the bar, drinking Corona beer can make you feel more romantic.

3. Positioning of consumer groups: Corona focuses on young people aged 65,438+08-35 who are literate, knowledgeable, tasteful and have higher income. This kind of people are easy to accept new things, like to pursue fashion and downplay the price factor, so young white-collar workers are the main consumer groups in Corona, and advertising strategies should be formulated around this group;

4. Price Positioning: Corona belongs to imported high-grade beer, which is equivalent to Heineken beer and different from ordinary beer. This kind of high-end beer mainly goes to bars and night shows. The price of nightclubs that will wait for entertainment and leisure should adapt to the positioning of these places. The wholesale price is about 160 yuan/box (6.7 yuan/bottle), with supper in the bar? Will wait for the nightclub retail price of 20-80 yuan/bottle (the most expensive in the sky? Yes, VIP price 128 yuan/bottle);

5. Competitor positioning: Heineken beer in the Netherlands emphasizes mature and successful male line, while Corona emphasizes fashion and romance, taking into account female line;

6. Positioning of sales terminals: the entertainment industry is the main position of sales, and the catering industry and retail industry are the expansion positions. The promotion route is the entertainment circle (bar, night? Nightclubs where you can relax)-> Catering industry (western restaurant, high-end Chinese restaurant)-> Retail industry (hotels, high-end supermarkets);

7, advertising positioning: focus on shaping foreign subculture, positioning young white-collar workers, highlighting? The most romantic beer? A little information of Corona is decomposed and compiled into subculture stories, and subculture is used for deep appeal and dissemination;

8. Advertising communication channel: a combined communication strategy based on terminal promotion and supplemented by public media promotion. Public media is mainly used to establish brand image, attract consumers and expand the potential audience in Corona, and terminal promotion is mainly aimed at direct consumers; The mass media adopts an inclusive and convenient mode of communication, with soft articles as the main part and advertisements as the supplement, to shape and contrast the distinctive cultural sentiment of Corona beer, spread it step by step, impress the audience, create word-of-mouth communication effect, and continuously expand the communication and consumption groups at a small cost;

9. Correct the names of sales terminals such as bars: In view of the misunderstanding of bars in the minds of China people, in order to eliminate the impression that bars are bourgeois places that shelter evil people and shelter evil practices, it is necessary to correct the names of bar consumer places, get rid of outdated concepts, make serious people enter bars and promote consumer groups;

Four, Corona beer marketing plan and implementation.

1. In the face of the company boss's reluctance to normalize the market operation and providing only a small amount of marketing expenses, I formulated a very incomplete marketing plan based on the principle of doing more with less money, focusing on the Beijing market, and after exploring the experience in Beijing, I promoted it in other regions. Begin to plan brand building and advertising communication scheme, formulate media advertising communication scheme, design printing bracket-type illustrated folding pages and advertising T-shirts and other promotional materials;

2. I have created a series of corona subculture stories based on the principles of communication and the product information of corona, aiming at overcoming the shortage of marketing expenses and making use of the strong characteristics of subculture to achieve the effect of one cent and five cents; From the perspective of communication effect, this subculture communication has achieved great results, which led people to talk about corona subculture stories many years later;

3. Formulate and implement the media advertising communication scheme, choose the color-printing boutique shopping guide in Beijing (there were few color-printing newspapers at that time), use question-and-answer games for non-advertising communication, publish CORONA-related pictures and introductory articles once a week, increase the chances of secondary communication by asking questions with prizes for key information that needs to be strengthened, and send more detailed and illustrated Corona publicity pages to the winners of the lucky draw and Corona beer; For young office workers, select the "Good Morning Beijing" column of Beijing Literature and Art Station with high listening rate from 8: 00 to 8: 30, introduce the relevant knowledge of Corona for 5 minutes, and broadcast it with prize-winning questions and answers three times a week. For the key information that needs to be strengthened, increase the chances of secondary dissemination by way of prize-winning questions and answers, and send more detailed and illustrated Corona propaganda pages and Corona beer to the winners of the lucky draw;

4. Design and print an illustrated booklet, combining a romantic scaffold with a manual, which can be distributed to the audience or used as a publicity scaffold in a bar;

5. Design and print promotional clothing and advertising T-shirts for promotion personnel to wear and use in large-scale promotion activities in the region;

6. I cooperated with Beijing Talent Culture Communication Company (which I met during the cooperation of Good Morning Beijing) and directly participated in the planning of Corona and their newly established? Boys and girls? The joint promotion activities of bars focus on promoting Corona in their bars, and constantly introducing it in the radio publicity in Corona? Boys and girls? The new bar in Sanlitun? Boys and girls? The bar is extremely prosperous, killing two birds with one stone;

7. I wrote some social documentary articles about my experiences and feelings of traveling around markets and bars, such as? A slutty bar? , published independently in more than ten newspapers such as Beijing Youth Daily, China Business Times, Beijing Evening News and China Electronic News Weekend Edition, and promoted the company and Corona Beer for free, earning a lot of manuscript fees;

8. I personally visited the markets of major cities in China, inspected the situation of distributors and terminal manufacturers, focused on the implementation areas and methods of promotional activities, and conducted promotional activities in Corona as far as I could. For example, provide the experience and advertising scripts in Beijing to large regional distributors and guide them to use the advantages of local resources to provide sales support for terminal manufacturers; According to the market potential and purchase volume, distribute promotional clothing, advertising T-shirts and promotional materials to dealers;

9. There are also some measures to support the marketing plan, such as dividing the country into three regional markets: North, Central and South, setting up branches in Shanghai and Shenzhen in addition to the Beijing headquarters, importing at three ports, and setting up warehouses to facilitate the nearest distribution. I won't elaborate here.

Five summaries

Although the boss of the company is unwilling to normalize the market operation and only provides a small amount of marketing expenses, I have worked out a very incomplete but effective marketing plan based on years of practical marketing experience, which has achieved remarkable results, and the annual sales volume of the company has increased from 20,000 cases to 300,000 cases in two years.

Corona's advertising strategy is very successful and plays a vital role. Only more than 200,000 publicity expenses can create tens of millions of sales performance, which is very effective in stimulating the market and cultivating potential consumer groups. The story of Corona subculture that I compiled has a great influence on almost everyone who comes into contact with our publicity materials in Corona. Many of my friends told me that he/she shared the story of Corona and Corona with friends, and they even invited foreign business partners to Hard Rock. Let them have a lot of face; Three or four years later, I negotiated business with Ogilvy & Mather Advertising Company. During the break, Ogilvy's account director saw the Corona bottle badge on my suit jacket (I have always been proud of being Corona, and I like Corona's related accessories very much). Is this Corona? I said yes, just like meeting a bosom friend, she excitedly talked to me about the corona subculture story I made up a few years ago. This is a typical fashion subculture sharing scene that I designed. I am glad to see that people can share the story of corona with relish, which shows the accuracy of subculture creativity and its great achievements in implementation.

Beer Marketing Case (2) Land Rover Beer

In recent years, with the expansion of the company's agents, more and more agents will ask me this question: how to make night beer and how to enter the local night market?

To know how to make evening wear products and do them thoroughly, we must first understand the following questions:

First: What is night beer?

Night beer in our beer industry mainly refers to special beer in bars, discos, bars, KTV and other night entertainment places. At present, the national night beer is mainly: small bottle beer or canned beer.

Second: What are the characteristics of beer sold at night in China at present?

At present, foreign brands such as Budweiser Beer, Carlsberg Beer, Heineken Beer and Silver Bullet Beer dominate the domestic night market beer. Secondly, night beer requires more wine quality; Thirdly, the night show is relatively closed, and consumers have little choice in the night show. Simply put, consumers will drink any wine sold at night. Finally, the entry threshold for night beer dealers is relatively high. After understanding these characteristics of night beer, it is not difficult for a region to make good night beer.

On June 20 14, the general agent of Land Rover Beer in a certain area of Guangxi found me and asked him to help plan how to enter the local night show, so I went to the agent in Guangxi.

The prefecture-level city where this agent is located is located in South China, with a good level of economic development and strong consumption. Good sales performance has been achieved in circulation and traditional catering channels, but it is difficult to enter the night market with great profits and consumption.

After a week's careful investigation, we found that there are two main problems that affect our beer entering the local night show:

First, most nightclubs need to buy entrance fees if they want to enter the market. The agent doesn't know how to judge whether the selling fee of this shop is reasonable or necessary. This is also one of the characteristics of night beer mentioned above, with high entry threshold.

This area is located at the forefront of the province's economic development, and the local nightlife is rich. In fact, there are two relatively concentrated night shows in the market, one is Xinghu Road and the other is near Macun Market. After investigation in two regions, it is found that Budweiser beer is mainly sold in this region, and the sales volume is very large. Land Rover beer is rare here. In addition, many manufacturers have deployed a large number of promoters and shopping guides in some catering hotels. However, when we visited the bars and KTV Street where night shows are concentrated, we found that although Heineken and Budweiser are the main channels for night shows, they are all in a state of natural sales, and there are many opportunities for utilization and expansion, but how to enter them has become a difficult problem for product operation. On the other hand, as long as we enter, night beer consumers have few choices, and we spend our mind and energy to promote it. Compared with natural sales such as Heineken Budweiser, sales volume is definitely not a problem.

Second, consumers have low awareness of the brand. Often, after products enter, it is difficult to quickly form effective purchasing power, and there is no effective market follow-up. As a result, some beer brands ostensibly entered the night show, but in fact, the products only played the role of display, and did not produce the effect of being bought, or the consumption was pitiful. Products are unsalable and overstocked until they expire. So some weak brands simply quit the night show.

In view of this situation, what should the general agent of this beer do? Although Land Rover Beer sells well in the circulation channels in this area. But in the night market, consumers only recognize super-high-end brands such as Heineken, Carlsberg and Budweiser. How to eliminate consumers' prejudice and make them consume Land Rover beer instead?

After communicating with the agent, decided to take? A little hard work, a key breakthrough? Strategy, that is, first choose a powerful and large-scale night channel and enter it strongly through certain strategies. Then, take some targeted and novel promotion measures to take the opportunity to set off a sales climax, and then drive other night market channels around to achieve it? A single spark can start a prairie fire? Fashion.

To this end, we found a C Land Rover brewery, and then talked with their boss about the conditions for entering the market. Unexpectedly, the owner of this bar asked for 400 products as the entrance fee, otherwise, it would be impossible. It is difficult for ordinary dealers to agree to such scary conditions. However, due to the previous plan, after communicating with the dealer, we readily agreed to the boss's request, and it was the boss's turn to be dumbfounded. (There was a survey about the beer in this C Land Rover bar before, and 400 yuan was given as the entrance fee, which is probably the profit of this bar selling beer for two months. Generally speaking, the annual cost of buying out the target nightclub is not higher than: (admission price-cost price) X4 months. Of course, the admission fee of 400 yuan is conditional, that is, C Land Rover Winery must sell at our guide price, not at a low price, and must complete a certain amount of tasks. The boss asked if other brands would quit, but we said no, but only if we bought out the promotion special, that is, after our products were delivered, we could only do activities one by one. The boss agreed to our request, so we formally signed a sales agreement in triplicate after reaching an agreement on the rights and responsibilities of both parties, the liability for breach of contract, the time limit for realizing expenses and other related matters.

For us, entering the arena is only the first step of the long March. The next step is how to plan activities and realize product marketing, which is real hard work.

To this end, we spent another two nights analyzing the consumers who went to the night show. The results show that there are two main groups of people who come here to spend money. One is young men and women, many of whom are lovers or lovers, who come here to pursue and enjoy a warm and romantic atmosphere. The other is young successful people with successful careers, who come here mainly for entertainment and recreation. Moreover, most young men and women are in love.

In view of the characteristics of the party's consumers who are young people, we decided to plan one? Land Rover Beer Rose Night Cultural Activities? . Therefore, the broker personally went to the flower market to order 160 roses, each bouquet of 18 yuan and each bouquet of 16 roses, and chose the Friday night with the largest sales volume as an instant hit. Planning activities also start from the periphery. In this restaurant, from the external windows to the wall stickers on the stairs, to the banners at the door, the POP at the bar, the photo frames on the boxes and so on. There are dynamic and charming pictures of Land Rover beer everywhere. After entering the restaurant, the smiling shopping guide wearing uniform green promotional tools and badges greeted with a warm smile, while the X platform, stairs and box outside the door reflected the specific content of this promotion. As long as you consume a dozen (12 bottles) of land rover cool beer, you will get a bunch of roses for free until it is delivered? . Pin a card on each bunch of flowers. What is the content of the card? Refreshing, light and cool; Love is strong, flowers are stronger? Land Rover Cool Beer Gift? . The whole hotel was filled with the fragrance of roses when they passed in the hall of the evening show. Anyone who enters the restaurant, as long as he buys or consumes a cool Land Rover, will immediately get a bunch of beautiful and lovely roses from the shopping guide. After the event was launched, the effect was unprecedented. Nearly 200 dozen beers were sold that night, and the roses were naturally swept away.

The next day, drawing lessons from the day before yesterday, the dealer ordered 200 bunches of roses, but all of them were given to customers before twelve o'clock. To keep the sales territory? Hunger? Later, we agreed to provide only 200 bundles every night to keep the shortage and achieve good publicity results.

The first store won, let's chase. In the end, we helped the dealers to fully develop more than a dozen bars in Macun Market and Xinghu Road. Due to the successful case of the first store, there are 12 stores in more than a dozen stores negotiating monopoly, with coverage of 100% and occupancy rate exceeding 80%. At this time, when we talked about the access conditions, we completely grasped the initiative, and only 50 access conditions were given at most. After these bar distribution agreements are signed, the dealers order roses in a unified way, and then break them down according to the signed sales targets. Some were assigned to 100 bundle, while others were assigned to dozens of bundles. Due to limited resources, some bars have even been opened? Rose is limited. Do you want it fast? Advertising. This further stimulated the enthusiasm of customers. Soon, Land Rover Cool Beer became synonymous with romantic and fashionable beer products.

In order to ensure the interests of the channel and promote the long-term stability of the night show operation, we also assist the distributor to convene all bar leaders and operators to sign a market protection agreement, stipulating that the minimum selling price should not be lower than the protection price, and no disguised price reduction is allowed. Because we know that only by ensuring the stability of channel prices and the long-lasting interests of both parties can the products last forever. Later, when the product was selling vigorously, a bar deviated from the rules and sold the price even lower. Dealers decisively stopped the goods and canceled the contract, and the market quickly recovered.

According to market sales statistics, after only three months of operation, the product sales ranged from 0 to 60,000 pieces, and the two major wineries, Xinghu Road and Macun Market, were all occupied. Land Rover Beer has achieved the goal of occupying the only channel in the night show.

Through this case, we can see that as an evening channel, it is not inoperable and insurmountable. The key is to have a good starting point and good operation methods. The success of this case lies in deeply understanding the characteristics of the night show, accurately judging whether the admission fee is reasonable, and then quickly entering the night show, and then preparing to grasp the consumption psychology of customers who come to the night show and grasp the results of their consumption needs. Through the carrier of roses, products can meet the target customers, thus making products a beacon and opening the market conveniently.

In fact, as an agent of night market operation, as long as he can grasp the needs of night market and target consumers and be good at creating and setting off the atmosphere of on-site sales, the products will be easily recognized by consumers, and he can do it? Win without a fight? Purpose.