Who can give a sample of mineral water advertising planning?

Ice dew pure water advertising plan book

First of all, preface

At present, Coca-Cola Company owns carbonated drinks such as Coke, Fanta and Sprite, and juice drinks such as Queer. Since it was put on the market in 2002, pure ice dew has not been advertised with brand image as the core, like other beverage brands of Coca-Cola. For example, Coca-Cola's advertising slogan: "Seize this feeling" Sprite's "crystal clear, cool and incomparable" has become the current fashion language. As one of Coca-Cola's beverage products put into China market, it did not carry out brand operation, but quietly appeared in front of consumers overnight. Doing a good job in advertising planning and implementing its advertising strategy will help to shape the brand image of iced pure water suitable for Coca-Cola Company and enhance its position in the eyes of consumers.

Second, the market analysis

1, market prospect

In recent two years, although a new round of functional sports drinks is emerging after the upsurge of low-concentration fruit juice drinks, bottled water has always occupied 30% of the beverage market. Although other kinds of drinks have been trying to carve up the market, bottled water still has an irreplaceable position because of its low price and natural purity. The per capita consumption of bottled water in China is only 1/5 of the world average, so it can be said that the bottled water market in China is still very young.

2. Current competitors

Main competitors: Wahaha, Robust and Nongfu Spring.

Other competitors: small brand bottled purified water, local brand bottled purified water.

The survey results show that Wahaha, Robust and Nongfu Spring occupy most of the bottled water market. Among the bottled water brands that consumers often drink, 35.2% of the respondents chose Wahaha, 28.3% Robust and 17.8% Nongfu Spring, which shows that people have a strong sense of brand consumption when buying bottled water, and brands are the life of enterprise products. With the arrival of the era of brand consumption, how to carry out brand marketing has increasingly become one of the core tasks of enterprises, and the success of the three famous bottled water represented by Robust is largely due to its correct brand planning and strategic implementation.

3. Consumer acceptance

Although the emergence of soft drinks such as mineral water and fruit juice has impacted the dominant position of pure water, the survey shows that in seven central cities in China, 30. 1% people still like pure water, and 2 1% consumers say it doesn't matter.

The survey shows that some consumers are influenced by advertisements when they buy bottled water, but they don't know until they drink it. The recommendation rates of salesmen, relatives and friends are 38.3%, 25.4% and 1 1. 1% respectively, which shows that advertising is the best "shopping guide" for bottled water consumers.

Third, advertising strategy.

1, target policy

Through advertising, the brand awareness of iced dew purified water will be increased to 90% and the sales volume will be increased by 50% within X months, making it the top three bottled water sales in China.

2. Positioning strategy

Ice dew purified water is positioned as a popular brand and is attractive to young and middle-aged consumers.

3. Media selection

Television, newspaper, car body, platform and supermarket advertisements.

4. Appeal strategy

Ice dew pure water advertisement appeals for a quality and creates a strong and lingering brand image.

5. Advertising creativity

Print advertising copy

Title: ice dew, never give up!

Slogan: believe in yourself!

Text:

Life is full of countless stadiums,

Facing one powerful opponent after another,

Who will be the winner forever?

Failure is never the end,

Being strong does not mean forever.

Heart, still as strong as ice,

It's just water flowing on your face,

This is a strong comfort to ice.

Lose, try again,

Ice dew, never give up!

Short article: Ice dew purified water is produced by Coca-Cola Company, which has international quality and gives you an unusual sense of purity.

Tv advertising copy

Slogan: ice dew, I can't do it without you!

Figure 1: Luxurious track and field, cheering and frustrated people at the finish line.

Figure 2: Open track and field, one-man competition.

Schreiber: Who will be the champion without an opponent?

Figure 3: Close-up close-up, the loser's frustration, holding a mouthful of ice dew pure water, and then pouring it down from his head, showing an indomitable expression.

Schreiber: Failure is not terrible. The terrible thing is that you don't know your opponent and will never give up. Life can't live without you!

Fourth, the advertising plan

1, advertising work plan

In March, a comprehensive advertising campaign was launched and promotional activities were carried out in supermarkets.

The advertising campaign ended in May and a new round of advertising planning began.

2. Advertising release plan

In March, TV advertising was launched, and advertisements were also made in car body advertisements, platform advertisements and evening newspaper advertisements in major cities.

3. Other activities plan

Sponsor various large-scale sports activities.

4. Budget

leave out

V. Effect prediction

Through advertising, within X months, the brand awareness of ice dew purified water has increased to 90%, and the sales volume has increased by 50%, making it the top three in China bottled water sales.