Simulate a business plan, urgently.

Public relations planning scheme of a cigarette brand

Refine the advertising language: have full consciousness and self-perception.

I. Programme of activities

Cigarette, a strange paradox, when you smoke, it talks in silence, moves in stillness, and gives you vitality while killing you.

According to the product and market situation of cigarette factory, we specially designed the following activities to attract the attention of the public and the media in a roundabout way and expand the influence of the brand.

Scheme:

Activity theme: "? Leisure and entertainment "(tentative)

Activity mode: Where do consumers buy at the point of sale? Products can get a coupon package, each coupon package *** 10 special consumption place. Coupons can be discounted at designated discos and bars. Such as free admission or a free drink (within the prescribed scope), or certain consumption concessions, depending on the specific circumstances of different signing places.

Activity time: September 30th to165438+1October 30th.

Scope of activities: Beijing

Activity cost: 1) It is estimated that the monthly sales volume in Beijing area is 4,800 boxes, with 50 pieces per box, about 240,000 pieces per month;

2) The activity cycle is 2 months;

3) The specifications of printed matter are 45CM in length and 4CM in width, with a dragon dividing line of * * * minutes 10 sheet;

4) You can choose 157G copper glossy paper or 200G copper glossy paper;

5) The service fee is 15%.

Activity schedule: 7. 15-8. 15, the special business department negotiates and signs contracts with bars, discos and other entertainment places;

8. 15 ~ 8.25 The design department will design the coupon package;

8.25 ~ 9.5, printed and sent to X cigarette factory;

9.5 ~ 9.25 by？ The cigarette factory is responsible for sending discount coupons to all sales terminals;

9.30 ~ 1 1.30 activity execution.

Second, publicity strategy.

[Take a deep breath of inspiration and let the words on the paper burn in silence]

Take the promotion activities as the main line, combined with the print media publicity, carry out multi-faceted and multi-angle integrated publicity. In order to expand the influence of activities, increase terminal sales and enhance brand image.

Starting with marketing activities, we launched an overall offensive to promote corporate product image. About a week before the start of marketing activities, in major media.

Make pre-publicity for the body and follow-up activities during the activity. After the event, soft articles and column titles will be published in major print media and networks.

Media promotion plan:

Client:? Cigar mill

Target consumers: male cigarette consumers and female cigarette consumers over 20 years old.

Media selection: Due to the large circulation of newspaper media, high advertising arrival rate and numerous readers from all walks of life, this media launch is mainly based on newspaper media covering Beijing.

Media delivery cycle:

Media delivery form: Due to the special restrictions of the Advertising Law on the tobacco industry, various forms of soft articles and advertisements can be published. Sponsor press releases and column titles of print media for various public welfare activities to achieve the purpose of promoting enterprises.

Initial budget for media investment:

Media target: promotion? Is Beijing's brand awareness strengthening? Brand memory in Beijing consumer groups, strengthen brand confidence in C, and at the same time increase? Social popularity and social benefits.

May be arranged to discharge the dielectric material.

Serial number, media name, location, reference price, comments.

1 You can specify the layout of the press release, with soft text 1 and soft text 2 in both directions (13*23CM)6000 √.

2 Press release with designated layout, soft text 1 double-sided (13*23CM) 16000 √.

3 Press release with layout, soft text 1, soft text 2 double pass (13*23CM)4000 √ can be specified.

4. Press release in designated format 1 two-way (13*23CM)4500 √.

5 according to the article typesetting press release, soft text 1

Column sponsorship: two-way program preview (13*23CM) 15000.

4000 times x

6 Press release with designated layout, soft text 1 double-sided (13*23CM)6000 √.

7 Press release with designated layout, soft text 1, soft text 2 double pass (13*23CM)6200 √.

8 Press release with designated layout, soft text 1 double-sided (13*23CM) 12000 ×

9 *** There are four pages of press releases, with soft text 1 two-way (13*23CM)7200 ×.

10 can specify the layout of the press release, soft text 1, soft text 2 full page 6000 √.

1 1 press release and soft articles arranged according to articles 1

12 science and technology press release, soft text 1, soft text 2 √.

13 science and technology press release, soft text 1, soft text 2 √.

14 press release, soft text 1, soft text 2 √.

15 layout press release, soft text 1 and soft text 2 according to the article.

Column title ×

16 layout press release, soft text 1 and soft text 2 according to the article.

Column title ×

17 press release, soft text 1, soft text 2

Column title ×

18 press release, soft text 1, soft text 2

Column title ×

Press releases range from 19 1 to 10, soft text 1, soft text 2 ×

20 press release, soft article 1, soft article 2

Column title ×

2 1 can do in-depth reporting ×

Description:

Press release-report only? Sponsorship activities shall not have words related to "tobacco";

No words related to "tobacco" shall appear in the articles published in Soft Text 1-;

Soft article 2-words related to "tobacco" can appear in published articles;

"√"-At the end of the article, you can indicate "Excerpted from? Online ",can appear" The words "cigarette factory";

"×"-At the end of the article, you can indicate "From? Online ",but"? Cigarette factory ".

Column title-phrase "This column consists of? Sponsor? " (small print), "?" Word, no cigarette label.

I. Current market situation

Smoking is a habit of human beings, but cigarettes are unusual, full of rebellion and self-feeling.

At present, the cigarette market in China is still monopolized. For tobacco, a special industry, local protectionism is strong. There are a large number of cigarette production enterprises, which are mixed, and the cigarette brands are complex. Well-known brands that can maintain good sales in the market are often powerful large enterprises that have advanced production technology and equipment, pay attention to product quality and product research and development, and attach importance to enterprise marketing, corporate image and brand image building.

Nowadays people advocate the concept of "health" more and more, and smoking itself seems to run counter to this concept. For smokers, we should not only enjoy the spiritual pleasure and satisfaction brought by smoking tobacco, but also minimize the harm of tobacco to the body. Therefore, it will be welcomed by smokers to improve cigarette products by scientific means and protect tobacco consumers to the maximum extent.

Second, the analysis of public relations activities

Life is like a cigarette, charcoal residue, ashes and water. Some people eat it in a hurry and some people savor it.

? The factory has always attached great importance to public welfare activities and marketing activities in the form of terminal promotion, especially various forms of aid to poor students, which not only reflects the sense of responsibility and love of enterprises to society, but also establishes a good public welfare image in enterprise activities.

Since 2003, "?" The market activities that have been implemented and are being implemented mainly include:

a)“？” A glass of "SARS X?" Essay activity;

B) X redemption activities;

C) Colorful X Season "Photo Contest;

D) talent salon collection;

E) "2003s champion";

f)"？ /a love transfer action ";

G) Talk about current affairs with experts-"X" hold an expert talk salon;

H) On-site gift exchange activities

I) selling promotional products for Lantern Festival;

J) I have an appointment with you! Promotional activities;

K) Be polite and happy in the New Year. I will accompany you for the New Year! Promotional activities;

L) and auction activities.

Third, the activity effect analysis

Cigarettes are one of the most powerful things, which can crystallize possession and suck the world into the body.

Due to the restriction of advertising law, the form and content of product promotion in tobacco, a special industry, are relatively simple. At present, smoke

Grass enterprises are more involved in cigarette culture, pay more attention to spiritual product refining, and tend to be more and more conscious of the performance of cigarette products. ? Cigarette factory has been taking "X" as its mission for many years and put forward the brand concept of "X".

Terminal promotion plays a great role in pulling a certain point of sale or short-term sales. However, smokers have certain habits in their smoking behavior and the choice of tobacco brands, so the effect of promotional activities is mainly reflected in increasing the purchase of existing consumers of the brand, but it has relatively little effect on developing potential consumers and cultivating new consumer groups.

In the long run, in order to maintain consumers' brand loyalty to products and attract more new consumers, enterprises should not only increase sales promotion,

The key is to attach importance to brand building, to the combination of corporate culture and entrepreneurial spirit, and to endow products with certain cultural and spiritual connotations. Improve the taste and grade of products and deepen the image status of products in the eyes of consumers. In addition, in the field of communication, we should expand to the whole country based on the Beijing market, build national brands and enhance brand value.

In view of the above points and the restrictions of advertising laws and regulations on tobacco enterprises, it is suggested that enterprises should pay attention to cultural communication and spiritual communication on the basis of contacting their own products, which is conducive to continuous publicity.

Fourth, integrate public relations communication strategies.

Cigarette culture is a kind of negative happiness, charming power makes smoking "extraordinary", and this kind of happiness is an evil beauty, because it implies some eternity and becomes an inevitable bitter happiness.

(1) brand x

The harm of smoking to health is well known. However, the tobacco market has been growing rapidly. This shows that consumers are interested in cigarettes.

Can't give up the complex. For the health of consumers, "X" put a lot of technology in a small cigarette. In this year's new "C", new technical components such as "C" composite filter, low carbon monoxide, low free radical and Chinese herbal medicine are adopted to minimize the harm of cigarettes to people.

(B) "X" brand connotation

In the process of brand promotion, "X" also attaches great importance to showing the cultural connotation of the brand. He held many activities, such as photography competition, talent salon recruitment, environmental protection activities, bowling competition and so on. But in this period, "X" lacks the core of brand appeal because

Finding and spreading this core should be the strategic basis of brand promotion. A rough analysis of the brand foundation of "X" is as follows:

Originated from a unique place of origin-(place of origin)

Reasonable and acceptable price

Unique processing technology and technical content (technology)

Be recognized by domestic and foreign markets (status)

Therefore, after finding the brand foundation, we can determine the target consumer groups:

White-collar workers working and studying in Beijing (scope)

Mature, steady and loyal to the brand (style)

A natural and healthy consumer group (grade)

(C) the attributes of brand awareness

Brand reflects at least five aspects: attributes and values, which is a complex symbol. Academic circles regard famous brand as a systematic concept, which consists of product image elements such as use, quality, function, pattern, color tone, advertisement and consumer's feelings about products and services. If the above three factors are superior to other brands' products, then such brands are called brand-name products.

According to the theoretical definition of brand-name cigarettes, it can be concluded that brand-name cigarettes are not cigarette commodities in the ordinary sense. They did not disappear because of the demise of production enterprises, but remained in the hearts of consumers for a long time with their unique brand culture, which has lasting characteristics and can be summarized as follows:

1, brand-name cigarette products are superior in quality and stable in quality, and consumers have long-term confidence and credibility in the purchase process;

2. The market share of brand-name cigarettes is higher than that of similar products, and it has maintained a stable and large number of fixed consumer groups for a long time, and the consumer groups are growing;

3. Famous brand value enables enterprises to obtain high return on investment, and its tax and profit contribution is higher than the industry average;

4. Brand-name cigarettes maintain the advantages of economies of scale;

5. Enterprises that produce famous cigarettes should have good service concepts and means, so that they can get friendly, thoughtful and comprehensive services in the consumption process;

6, brand-name cigarettes have a long market life, and similar products are in the growth stage;

7. Famous brand cigarettes have high popularity and reputation, which can affect consumers' purchasing desire for a long time and tap their purchasing potential;

8. The design of cigarette labels and cigarette bars of famous brands is unique and novel, which makes cigarettes harmonious and unified in physical value and humanistic value.

The unification makes consumers taste cigarettes in the process.

Although brand-name cigarettes have many characteristics, the most important feature is the satisfaction of consumers in the process of consuming brand-name cigarettes, which is more a reflection of culture and taste. It is precisely because of the existence of the latter that brand-name cigarettes have strong power and strong competitiveness in the cigarette market.

(D) the importance of the brand

At present, the cigarette consumption market in large and medium-sized cities in China has entered the stage of brand consumption. Whoever does a better job in brand design, development and promotion will have a bigger market share and more customers, and whose cigarette products will become brand-name cigarettes. As we all know, famous brand volumes

To make cigarettes bigger and stronger, we must maintain cigarette brands, cultivate cigarette brand loyalty and shape a good brand image. Due to market competition, technological progress and changes in people's needs, general consumer goods have product life cycles, and cigarettes, as a special commodity, also have life cycles. However, as an intangible asset of an enterprise, "cigarette brand" does not have obvious periodicity. Because of the strong substitution between cigarette products, it is easy to be imitated by competitors, but cigarette brands are unique and easy to be recognized and recognized by consumers. Cigarette products are easily outdated, but successful cigarette brands always win. Today, the regional color of tobacco is still quite strong. In the environment of market economy, the market competitiveness of all aspects of cigarette production and operation is concentrated on two factors: cost and brand. Only relying on support and guidance will only produce positive results.

In a certain period of time, the effect can be achieved. In the long run, the comparative advantage of enterprise's competitive strength will eventually be realized by reducing costs and cultivating brands.

(E) Brand promotion and packaging of "X"

Cigarettes are an understanding.

Cigarette culture is perceived from experience, not from reading. Growth makes a person gain knowledge about life, but at the same time he is tempted by absurdity and decadence. Cigarettes belong to this category, which is associated with death and disease, but full of mysterious beauty. There is a word in English, decadence,

Literal translation is "decadent" or "degenerate", but neither is accurate. Its meaning contains a passion, an aesthetic rebellion, although it may be unhealthy. But in the past, people's feelings were not clear, and the excuse for smoking was often rudeness or indecision. It was not until a culture was presented and explained through cigarettes that smoking was given a symbol of postmodernism. People who smoke for "beauty", "emotion" or "coolness" are often not physiological requirements, but the requirements of image, scene and posture.

Three years ago, when Beijing banned smoking in public places, Yang Guangping, Cui Yongyuan, Zheng Yefu and Yin Hui planned an issue of The Truth.

Talk about smoking. The original intention is to draw people's attention to the harm of smoking. As a result, the audience was amused by the interesting experience of smokers.

A conquered attitude. As the author of Cigarettes said, smoking is just a process of quitting smoking, which is neither better nor worse than never smoking. This is just one of many lifestyles.

2. Suggestions on "X" integrated marketing communication and promotion center language

Cigarettes are personal and emotional. People can smoke when they are bored, happy, thinking and tired ... people are enjoying the pleasure and spiritual rest brought by cigarettes. Everyone has his own emotional world, personality, style and preferences. Do you really know yourself? Do you think the beauty of cigarettes lies entirely in pieces of paper? Too many people smoke, countless. There are so many smokers that it is impossible to divide them into groups. People who smoke have various qualities and personalities, and their value judgments never hold water. The ritual charm of smoking conquered the whole world. A cigarette is not only a cigarette, but also a clock, which every smoker can intuitively feel. "X" is a kind of cigarette first, which has the characteristics of cigarette and the feeling of smoking, and then it is a brand personality and unique connotation of the brand. The theme promotion language of "X" brand is "C", which is not objectively the communication characteristics of cigarette brands.

It is also not conducive to the spread of cigarette brands. But "X" always emphasizes C and health. I think this is a sense of social responsibility of "X", but we are also an enterprise and a part of a pillar industry of the national economy, so we must make the brand "X" bigger and better.

3. We suggest that the title language of "X" brand communication and promotion be changed to:

-"Full ownership, conscious self-awareness"

A, first of all, this sentence is the transmission of smoke, such as: Hongta Mountain "ignites infinite wisdom and enlightens vast thinking" and Baisha "crane"

Dancing with white sand, my heart flies ",Huangshan" a taste of Huangshan, the sky is high and the clouds are light "and so on.

B, in line with the psychological feelings of smokers, whether it is joy, boredom, thinking or fatigue, at any time.

C, can lead the cigarette brand, because cigarette is a kind of culture, but also a kind of consciousness, so it leads the culture and consciousness and begins to lead the industry.

Everything in the industry.

D. Compared with the competition of other cigarette brands, "X" can not only lead C, but also be more considerate to consumer groups.

(6) Comprehensive communication and publicity

1, through activities or directly with newspapers and magazines, writing columns, topics about fashion, emotional content, etc.

2. Application of terminal image: cigarette cabinets, flags, posters, promotional display tables, brochures, etc.

3. TV special program sponsorship: buy out TV time and name it, and do interviews and other programs for a long time.

4. Add the company logo at the end of this column.

5. Daily necessities: ashtray, lighter, gift tube, desk calendar, etc.

6. Hotel restaurants, food introduction cards, dining table cards, big water cards at the door, etc.

7. Print advertising information on the reverse side of IC card and recharge card. Although these promotion methods are common, they should be widely used for a long time because of their simple communication mode, low cost and wide audience.

(7) Suggestions on the promotion of "X" brand

1. In airports, railway stations and public smoking areas in some specific places, the equipment environment is poor, so the equipment can be improved and named "X". Such occasions are the places where cigarette consumers are most concentrated, and the effective delivery rate of information (advertisements) has reached 100%.

2. In terms of advertising appeal, in addition to retaining the original "C", it is suggested to put forward a more humanistic and artistic appeal slogan, which should be changed to "owned by all staff and consciously perceived".

3. The design of public welfare activities will continue to focus on the spirit of "respecting teachers and attaching importance to education", "forging ahead" and "environmental protection".

(8) Suggestions

Reflect on brand communication performance through packaging;

1, film and television advertisement;

2. Print advertising creativity;

3. The theme of the promotion;

4. Expression of public relations activities.