A refreshment plan to enter the hotel.

Please refer to the following for the plan of similar products.

8? 5- Contents

① cover

② Content ① Cover

② Directory

③ Preface

④ Market analysis

⑤ Enterprise analysis

⑥ product analysis

⑦ Sales

⑧ Enterprise marketing strategy

Pet-name ruby advertising strategy

Attending the public * * * relationship strategy.

7? 6 advertising media strategy

7? 7 advertising budget allocation

7? 8 advertising unified design

7? Evaluation of advertising effect.

7? 0 advertising planning principles.

(3) Foreword 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 Shijiazhuang residents has increased rapidly, and the overall consumption situation is good.

Large-scale access to the market in our province. Now the beer market has changed from a seller's market to a buyer's market. People's living standards are constantly improving, products are diverse and market competition is fierce. Consumers are no longer satisfied with material goods, but pay attention to psychology and diversify their consumption.

④ Market analysis: Hot:

Shijiazhuang: Features

Master Kong's green tea has occupied most of the beverage market in Shijiazhuang, and it is also the most popular beverage this summer. Besides its popular taste, the popularity of tea drinks should also be related to the planning of tea beverage manufacturers this summer.

With the continuous growth of national income and the change of lifestyle in our country, in the era when people pay more and more attention to health, tea drinks appear in front of the public with their natural and healthy image, which attracts people's attention and is more and more accepted by consumers, and the demand for drinks in the domestic market is increasing. Therefore, the tea beverage market has great potential. Overseas juice producers have rushed to the China market, and the competition is becoming more and more fierce. In addition, the huge market demand has attracted many manufacturers to set foot in the beverage industry.

-The company is a medium-sized enterprise that has just entered the beverage industry, and it does not have the strength to compete with large enterprises in advertising, technical strength and capital. In order to develop better, the company knows that each enterprise should choose the target market and market positioning strategy according to its own characteristics, and the company decides to choose only one market segment for centralized marketing. Only in this way can we foster strengths and avoid weaknesses, avoid confrontation with leading brands in the market, give full play to our own advantages and find a development path that suits us.

The tea beverage market has reached a certain scale and has great potential. Every year, more markets are waiting to be developed. Now, with the improvement of national income, people are increasingly pursuing a healthy and natural life. So far, there are few competitors in the fruit juice beverage market, and there is a lot of room for development. Therefore, the company decided to concentrate its firepower and attack the children's beverage market. This can not only save marketing costs, but also better meet the needs of children, consumers and parents, thus gaining an advantageous position in this market. The company is also prepared to take this as a starting point and expand to more market segments after success. If the company grasps this market opportunity, it will have a good development.

2. Market environment analysis 1, market environment analysis

With China's successful accession to the WTO, foreign investment in China is increasing, and China's economic prospects are bright. The income of Shijiazhuang residents has increased rapidly, and the overall consumption situation is good.

Large-scale access to the market in our province. Now the beer market has changed from a seller's market to a buyer's market. People's living standards are constantly improving, products are diverse and market competition is fierce. Consumers are no longer satisfied with material goods, but pay attention to psychology and diversify their consumption.

Composition of Shijiazhuang beverage market.

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

The market constitutes a special kind of competition.

There is a strong seasonality, and the sales volume is very large from June to September. 12-2 months.

Outstanding features 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 Shijiazhuang market, and the promotion strategy adopted will drive the profit of the whole market down.

An accurate description of (product portfolio) objectives, original sales status and market share.

3 competition: 3. Examples of special offers

Coca-Cola is 355ML/ can, and the box price is 42 yuan. Buy one box and get two cans, which is equivalent to 1.6 1 yuan per can, and buy the whole box. It is not allowed to participate in the 30 yuan delivery activities repeatedly. 5 boxes per person, retail only.

Wahaha purified water: 596ML bottles, box price 2 1. 12 yuan, buy a box and send it 1 bottle, 0.88 yuan/bottle. If you buy a whole box, you can skip the delivery activities in 30 yuan. 5 boxes per person, retail only.

Tsingtao beer: 355ML/ can, box price 69. 12 yuan. Buy a box and get it free 1 can, which is equivalent to 2.76 yuan per can. Buy the whole box, and you are not allowed to participate in the repeated activities of sending 30 yuan. 5 boxes per person, retail only.

Suntory freshly squeezed orange juice: 500ML/ bottle, box price 64.56 yuan. Buy a box and get 1 bottle, which is equivalent to 2.58 yuan per bottle. Buy the whole box, 30 yuan is not allowed to participate in the delivery activities. 5 boxes per person, retail only.

Coconut juice: 250ML/ can, the box price is 62.40 yuan, buy a box and get it free 1 can, which is equivalent to 2.0 1 yuan per can. If you buy a whole box, you can skip the delivery activities in 30 yuan. 5 boxes per person, retail only.

Uniform palm-wrapped iced red tea beverage: 250ML/ box, 0.96 yuan/box, original price 1.30 yuan/box, origin: Kunshan.

Uniform fresh orange: 250ML/ box, original price 1.39 yuan/box, origin: Kunshan.

Master Kong lemon iced tea: 490ML/ bottle, 2.40 yuan per bottle, original price 2.90 yuan/bottle, origin: Hangzhou.

Nongfu Spring natural water: 550ML/ bottle, 0.95 yuan/bottle, original price 0.99 yuan/bottle, origin: Jiande.

Coca-Cola soda: 500ML/ bottle, 2. 17 yuan/bottle.

Huiyuan 100% orange juice and Huiyuan 100% apple juice: 1000ML/ box, 9.90 yuan per box. Original price: 12.60 yuan, origin: Beijing.

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.

Different seasons, different strategies, and consumer attitudes.

Composition of Shijiazhuang beverage market.

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

The market constitutes a special kind of competition.

There is a strong seasonality, and the sales volume is very large from June to September. 12-2 months.

Outstanding features 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 Shijiazhuang market, and the promotion strategy adopted will drive the profit of the whole market down.

An accurate description of (product portfolio) objectives, original sales status and market share.

⑤ Enterprise analysis

⑥ Advantages and disadvantages of product analysis: 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.

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.

⑦ Sales

⑧ Enterprise marketing strategy

Pet-name ruby advertising strategy

Attending the public * * * relationship strategy.

7? 6 advertising media strategy every strategy: TV advertising copy

Image sound

1 In an advertising company, a person remembered the sound of his deep breath again.

What's this (close-up)

The colleague next to me asked what advertisement to play.

He replied that he was advertising for Chinese beer! Investigate consumers

They all say it's delicious

The person next to me said to buy a beer and try it.

The sound of this man drinking beer.

6 show a very surprised expression (close-up)

7 After drinking bottle after bottle, put down He Hua beer and drink it instead of saying it.

The cup said it.

The TV screen shows "extraordinary taste, advocating drinking flowers"

Broadcast advertising copy

Dad: Son, buy a beer for dad at noon.

Stereo: the sound of dad taking money

Son: Do you want to buy something cheap or delicious?

Dad: Of course, I bought something delicious. If someone wants to drink a good beer, it still costs a few cents.

Son; Aunt, I buy beer.

Aunt: What kind of beer do you buy?

Son: My dad said to buy delicious food.

Aunt: Then take He Hua with you!

Son: Dad, I bought some wine.

Audio: lift the bottle cap, pour the wine and drink it off.

Mom: How do you feel?

Son: Mom, look at this bottle! Extraordinary taste, advocating drinking He Hua.

7? 7 advertising budget allocation

7? 8 unified advertising design:

7? Evaluation of advertising effect.

7? 0 advertising planning principles.