Beverage advertising plan book

Model essay on beverage advertising planning (1)

Coca-Cola is one of the famous international brands in China, and also the leading enterprise in the soft drink market in China, actively promoting the localization process in China. Our vision is to make people all over the world more happy physically, mentally and spiritually, to make our brand and image constantly inspire people to remain optimistic and to make everything we touch more valuable. As the world's largest soft drink company, this advertising campaign in China is mainly to increase the market share and popularity in China and make Coca-Cola the first choice for consumers!

First, the advertising target

The purpose of this plan is to further improve the market awareness of Coca-Cola products, increase the named purchase rate and make its brand image deeply rooted in people's hearts through the implementation of advertising strategy and advertising tactical plan from * * summer to * * summer. Establish and improve the sales network to form a stable market.

1, the target proposed by the enterprise

(1) Through advertising activities, the market share increased within one year 10%- 15%.

(2) Make the popularity of Coca-Cola beverages at the leading level again.

2, according to the market situation can achieve the goal:

(1) has surpassed Pepsi in the market share in China.

(2) Make the brand of Coca-Cola beverage surpass Pepsi.

Second, the enterprise and market situation analysis

(I) Overview of Coca-Cola Company

Coca-Cola Company is the largest soft drink company in the world. The company is headquartered in Atlanta, USA. 1989 assets of $8,282.5 million, leased

There are more than 20,000 domestic workers. Coca-Cola Company 19 19 was established in Delaware, USA on September 5th. 1960 entered the largest 100 industrial company in America.

The ranks of; 1983 ranked 48th. From 1960 to 1983, the average annual growth rate of the company's sales, assets and net income was 12.2% respectively.

, 1 1.5% and 12.3%.

Coca-Cola Company produces and sells concentrated soft drinks and fruit juices. Its product Coca-Cola comes from Coca-Cola and Coca-Cola.

A beverage made from juice extracted from leaves and fruits of two plants. As the main department of the company, the annual sales of soft drinks account for about.

80% of total sales. Soft drinks account for 88% of the company's total profits. Coca-Cola America is a Coca-Cola company.

The largest seller in the department; The food department of the company produces and sells frozen concentrated citrus and various fruit juices, lemon crystals, coffee and tea. Alcohol students

Production and sales of various brands of wine, mainly sold in the domestic market, is the fourth largest wine producer and seller in the United States; The company also produces plastic products.

Film and other consumer goods, such as deodorant, wet tissue, etc.

Coca-Cola Company is a world-famous soda king all over the world.

There are more than 500 kinds of products sold, among which Coca-Cola, Diet Coca-Cola, Sprite and Fanta are the only four brands among the top five best-selling soft drinks in the world.

Occupy four positions. Coca-Cola's advertisements are all over the world. The company attaches great importance to the international market, manufactures locally abroad and sells locally, making huge profits. 198 1 year,

The company's sales abroad account for 62% of the company's total sales, and its sales activities are distributed in 145 countries and regions. Drinks, food and others

On the other hand, the company has eight subsidiaries abroad. There are 15 bottling plants abroad and two subsidiaries in Delaware, USA.

Coca-Cola International Company and Coca-Cola Export Company participate in the export activities of Coca-Cola Company.

Coca-Cola was in China 1927.

Tianjin established a bottling plant in Shanghai, and 1979 returned to China market with China's reform and opening up. From 198 1, it has been in Beijing, Dalian, Nanjing and Xi.

Ann, Wuhan, Hangzhou, Guangzhou and other places set up joint venture bottling enterprises, and established Coca-Cola concentrated solution factory in Shanghai on 1988, in addition to Chinese mainland.

The bottling plant no longer uses imported concentrated solution, but also exports it to Southeast Asia.

(2) Main products

Coca-Cola Vanilla Coca-Cola Weight Loss Coca-Cola Lemon Weight Loss Coca-Cola Sprite Ice Mint Sprite Hot Powder

One-minute maid fruit orange Bao Ruide

Xijing Tiandi mineral water ku er shui sen huo pure water binglu pure water

Quechao Bingshuangcha Quechao Coffee Chayan Workshop

(C) Enterprise advantages

The world's largest soft drink giant, with the advantages of a big factory and strong global competitiveness, strong marketing capabilities, system and corporate advertising, brand building.

Image is deeply rooted in people's hearts and has become a part of consumers' lives. The mysterious formula of the core product is extremely confidential, which makes it popular after 100 years.

The channel layout is quite complete (especially the setting of vending machines), and there are strong sales channels in the fast food industry (led by McDonald's) and Coca-Cola.

The company has standardized workflow, strong innovation and R&D ability, the most representative of which is the launch of Diet Coca-Cola, which caused a storm as soon as it went public.

Fashion, high market share, products are leading brands in the market, products are convenient (available everywhere), unique flavor (mysterious formula), and reasonable price.

Tao and other characteristics, product life cycle is cyclical, has been strengthening for a long time. Recently, it was announced that stock options will be regarded as a part of employees' salary expenses, which fully reflects the financial situation of enterprises and attracts many experts and scholars.

Praise swept away the gloom that investors brought to American companies because of Hanlong fraud.

(4) facing threats

1. At present, the substitutability of carbonated drinks other than cola on the market is not low, and consumers have a great choice. In addition, with the birth of people.

With the improvement of living standards, consumers' awareness of pursuing health is rising, which will inevitably reduce the consumption of carbonated drinks.

The competition in the beverage market is fierce, and the main competitor (challenger)-Pepsi-Cola is full of threats, while Coca-Cola has achieved great success in the past few years.

Has been stagnant, while Pepsi has continued to grow and won the favor of most young people, which is also Coca-Cola.

Won the vast consumer groups.

3. Negative factors such as being attacked by terrorist organizations and launching wars have impacted the American economy. Moreover, after a series of corporate accounting scandals broke out, investors gradually lost confidence and demanded financial transparency of American companies.

Rising day by day. Although afterwards,

(5) consumer and market analysis

Over the years, Coca-Cola has continuously strengthened its contact with consumers by innovative means, encouraging young people to express themselves freely and pursue their dreams of life. At one time, six Coca-Cola spokesmen performed a dazzling film with the theme of personality show, which highlighted the personality talents of contemporary young people and vividly explained why Coca-Cola actively advocated "being cool".

1, product positioning

Product Features Coca-Cola has realized that its beverage products are cool and refreshing, and have a wide market space and time. More exciting, suitable for all ages, professional groups and various occasions in social life. (No special attention is paid to its time-honored brand and famous brand factors)

Consumption is characterized by the first impulse purchase; If you have a good impression after use, you will habitually repeat the purchase; After deepening the impression of the brand, repeated purchases are selective and fixed. The purchase of restaurants, entertainment places, families, schools and units is slightly affected by seasonality.

2. Market analysis

Distinguish levels, on the basis of obtaining detailed survey data, choose the key points for analysis, and calculate the comprehensive index according to purchasing power, marketing ability, market potential and other factors, so as to really focus on the attack. For example, a survey conducted by Jinan Commercial Office found that there are more than 8,000 beverage outlets in the city. After analysis, 2500 were selected as the key points, and each salesman was responsible for the full attack. Determining the appropriate product appearance means determining the attack mode. According to the different habits of different regions, different sales places and different consumer groups, choose to provide large bottles or small bottles, glass bottles or plastic bottles, bottles or cans, or use on-site machines or equip frozen display cabinets.

3. Market segmentation

Potential and Reality According to the number of all sales points in the target market, population density, purchasing power level and other factors, calculate and list the maximum market potential of this product in each region; Now list the sales points and sales volume one by one, and compare them. From the whole to each sub-region, we can clearly see the market development tasks. Division of responsibility area The sales area of Coca-Cola Qingdao Company is limited to Shandong Province. The company divides Shandong Province into two sales regions along the proportion from Weifang to Zibo, namely, eastern Shandong and western Shandong, and radiates around Qingdao and Jinan respectively. Each sales area is divided into 12 sales films and offices are set up; Each sales film is subdivided until someone is appointed to take charge. For example, a Jinan city is divided into 12 blocks, and each block has a special person in charge. All business units and salesmen are not allowed to sell across regions and films.

Several years of development, but still affected the performance development of Coca-Cola.

(6) The image of Coca-Cola

Image description: powerful, advertising, international, unchangeable, with a long history, good reputation, many brands, and all-round market and competition.

Intense competition, high market share and large scale.

Product evaluation: refreshing, a little sweet and full of steam.

Relevant identification: Coca-Cola (26. 1%), advertisements about football, advertisements in Cecilia Cheung, etc.

Personality feeling: happy, fashionable, calm and energetic.

Free association: Red, an internationally renowned brand, modern management mode, carbonic acid.

(7) Analyze Coca-Cola's past advertising strategy.

Coca-Cola: As a foreign brand, it actively integrates into China culture and implements the advertising localization strategy.

The eye-catching handwriting of Coca-Cola advertisement is 1997-2002 Spring Festival series. Cater to China people with strong Chinese flavor.

Taste, then, Coca-Cola also advertised Beijing's successful Olympic bid and China's accession to the WTO, making Coca-Cola a local product of China.

, so as to achieve the effect of communication with consumers in China. The success of Coca-Cola is also inseparable from the choice of its image spokesperson, such as May.

, Nicholas Tse, etc. After the promotion of China's new generation idols, the sales of Coca-Cola in China increased by 24%.

(8) Recent trends of Coca-Cola.

Coca-Cola cooperated with the torch relay to further support the torch relay experience of the 7th Beijing Olympic Games and choose the world.

Torchbearer 12000 or above.

Coca-Cola China Company announced that it will continue the tradition of cooperation with the Olympic torch relay, become the global partner of the Beijing Olympic torch relay, and further fully support the Beijing 2008 Olympic Games. It also promised to use its rich experience in torch relay cooperation, together with 32 Coca-Cola bottling companies in China District, to assist BOCOG to make the Olympic flame illuminate the world again. This was announced by Coca-Cola this year 1 month.

Another major announcement after the Olympic integrated marketing plan marks that Coca-Cola's Olympic strategy will be greatly extended in time and space with the torch relay. At the same time, Coca-Cola today launched the torch relay combination logo, commemorative jar and commemorative badge specially designed for torch relay-related activities, and officially launched its torch relay marketing.

On the afternoon of March 20th, at the press conference held in Shanghai Absolute House, the 2007 Sprite I Show was officially announced. This year's "Genie Show" has undergone a brand-new conceptual subversion, from a simple music competition to music creation. Participants need to go through the guidance of famous teachers and professional training before they will appear in the "Youth Inspirational Musical" performed at the end of the year.

Third, the advertising target.

Product positioning

Coca-Cola is a carbonated beverage, and the publicity target of this kind of beverage should be mainly avant-garde and fashionable young people, specifically, 15-30 years old young people. The competitor is Pepsi.

Potential consumer analysis

At this stage, priority should be given to the following objects:

(1) rebellious and avant-garde high school students.

(2) College students with partial income.

(3) Young business people

(4) Senior staff

5] public relations personnel.

[6] Urban self-employed persons

(7) Other people who have income and pursue fashion.

(8) People who come to China for tourism or business trip.

Fourth, the field of advertising

This advertisement will be carried out nationwide. From the market point of view, China is a country with a population of 654.38+0.6 billion, with great market consumption potential. From the seasonal point of view, the temperature in summer in China is generally high, and the demand for drinks in summer is strong. We strive to make Coca-Cola the first choice for people in summer.

Verb (abbreviation of verb) advertising strategy

Sixth, advertising strategy.

Seven, advertising theme, advertising creative introduction

Theme is the soul of advertising. Advertising theme is the central idea put forward according to advertising objectives, which directly and clearly expresses the wishes of advertisers through the dissemination of advertising information. Therefore, advertising design, creative copy and advertising expression should all conform to the central idea of the theme.

Advertising theme is the core content of advertising planning. Generally speaking, advertising target planning is the premise and foundation of establishing advertising target planning, and advertising target planning is the basis of establishing advertising theme, all of which are aimed at promoting sales. There are both connections and differences between them, and they become an organic whole with mutual influence, interdependence and mutual restriction.

Creativity is the theme of advertising, so establishing the theme is the basis of creativity, and creativity is conception. Only good creativity can make good advertisements, so creativity is an important factor for the success of advertising planning.

Coca-Cola has a history of one hundred years, and it has entered the China market for a long time, and it has been accepted and recognized by people. Therefore, the propaganda of advertising language should tend to be emotional and emphasize its symbolic significance on the basis of functional appeal.

Because Coca-Cola tastes fresh, some are sweet and some are steaming, so advertisements should form their own fashion and enthusiasm.

Besides, the formula of Coca-Cola is mysterious, so advertisements should highlight its unique flavor.

In a word, the general principle of advertising creation should be to emphasize the fashion, enthusiasm and distinctive features of goods and highlight the taste advantage.

Advertising creativity:

The background is an art classroom, students are facing a perfect Venus sculpture (with arms), and the teacher walks out of the classroom because of something.

A student took out Coca-Cola, and the strong air jet attracted everyone's attention. The sound of "glug" made everyone lick their lips. The students noticed everyone's expression. Suddenly, they took out countless Coca-Cola from the drawer, and everyone cheered. With the music, everyone dances with Coca-Cola. At this time, the statue of Venus was still holding two cans of Coca-Cola. Two boys broke Venus' arm in order to compete for Coke. Everyone stopped dancing and gaped at the brokeback Venus, at a loss. At this time, there was the voice of the teacher walking outside the door.

The teacher pushed the door in and saw everyone drawing quietly. It's just that Venus is covered with white cloth.

The teacher curiously walked towards Venus, which was covered tightly, and everyone became nervous. The teacher will uncover the white cloth and everyone will hold their breath.

Suddenly, the teacher shouted and everyone covered their eyes.

However, the teacher didn't ask what was going on, just "glug" and everyone slowly moved their hands. It turned out that the teacher picked up the Coca-Cola placed on the broken arm and drank it.

The teacher danced with everyone.

Finally, subtitles appeared: passionate, free dancing.

Eight, advertising budget and advertising design and production

(A) advertising budget table

This table is the advertising budget, and all expenses will be based on it in the future, and there will be no big fluctuations. Finally, it will be solved by reimbursement.

(2) List of advertising design and production projects

Nine, advertising effect monitoring

If we agree to follow the advertising strategy and tactics of this plan, it is expected that we can achieve the tasks and objectives stipulated in the plan.

The following issues must be implemented as planned:

(1) advertising effect supervision;

(2) the management of advertising feedback;

(3) The advertising plan should be adjusted reasonably due to changes in circumstances;

(4) Regularly measure the advertising effect through questionnaires and symposiums.

Model essay on beverage advertising planning (2)

I. Market analysis

This year, CCTV 3. 15 party exposed some shady bottled water. Of course, Huzhou market is no exception. Some bottled water has problems not only in water quality, but also in water source. As long as it can pump water from underground, it can be used as water source, and it never cares whether there is pollution around it. Water carriers are highly mobile, never do health checks, and rarely talk about hygiene at work. This kind of inferior water costs only 70 cents, but the market price is 10 yuan. In order to sell inferior water, illegal producers provide it to dealers at half the price of qualified products and implement various promotional means.

Inferior bottled water appeared in Huzhou market, and consumers lost their trust and support for Shui Yuan. According to the survey, many consumers use other drinks such as fruit juice instead of bottled pure water, and even "talk about water discoloration". This phenomenon is both an opportunity and a challenge for Wahaha shuttle-packed pure water.

Second, advertising creativity.

1, advertising goal: to highlight the cleanliness and hygiene of Wahaha bottled water, so that consumers can buy it with confidence and sell it smoothly in Huzhou market.

2. Advertising theme: Inviting the popular actress Fan Bingbing to be the No.1 female in the advertisement, and inviting five young and healthy actresses. In view of the flooding of inferior bottled water in Huzhou market, consumers realize that healthy and clean Wahaha bottled purified water can still be found without replacing purified water with other drinks. Through the fresh and healthy image of Fan Bingbing, consumers feel that Wahaha can be trusted.

3. Advertising content:

Photo 1: In the lush mountains, the sun is ridiculously high and the heat is unbearable. Six college students were carrying travel bags, watching that their water had been used up, trying to find water, but they never found it.

Voice-over 1: It's so hot! I am thirsty!

Figure 2: They walked a lot. Suddenly, they finally found a swimming pool. They were very happy. But when they crouched down and put their hands into the pool, they just wanted to use it, only to find that the water inside was stinking, very turbid and really hard to drink.

Voice-over 2: How dirty!

Figure 3: They walked on and found several pools in succession, but the water in them was hard to get into the eyes and muddy, so they had to walk on.

Voice-over 3: Is this water?

Figure 4: Suddenly, strong reflected light shines on their faces. Out of curiosity, they are getting closer and closer to the reflection direction. It turned out to be a stream, and the reflection just now was caused by the sun shining on the stream and being reflected on the face by clear water. I saw that the stream in the stream was crystal clear and the fish were swimming happily. They rushed into the stream in desperation, chasing and playing. At this time, Fan Bingbing was standing in the stream, with Wahaha bottled pure water beside him. She said, Wahaha, it looks pure!

Brand name: pure and visible!

Advertising Combination —— Advertising Planning of Wahaha Bottled Water Entering Huzhou Market

Third, advertising mix.

1, media combination

(1) TV advertisement

Give full play to the visual image, strong appeal and wide coverage of TV advertisements, and play TV advertisements too much, leaving a deep impression on consumers imperceptibly.

(2) Newspaper advertisements

Choose the picture 4 in the TV advertisement and publish it in the newspaper, which is consistent with the TV advertisement, so that people can always feel the cleanliness and freshness of Wahaha pure water.

(3) Printing advertisements

Make a comprehensive statement on Wahaha bottled pure water, which is readable and attractive, close to consumers' lives and meets consumers' needs. You can make the following statement:

A Wahaha barreled purified water adopts the unique formula of Wahaha Group Company. The purified water produced by special process is small molecular active water with high oxygen content, which has sweet taste and high solubility, and can effectively promote human metabolism and eliminate harmful substances in the body.

B, each bucket of Wahaha drinking water has to undergo up to 30 layers of selective filtration such as mechanical filtration, activated carbon filtration and secondary reverse osmosis.

C. The trinity of CAP and SNAP in the United States is adopted, and the whole production process is completed automatically without touching human hands.

D, each empty bucket should be cleaned repeatedly for as many as 10 procedures.

2. Time combination

(1) TV advertisements and newspaper advertisements can be carried out every day to expand the influence of Watoha purified water.

(2) Print advertisements can be distributed to consumers regularly for half a month or one month.

(3) In the peak season of water use in July and August, activities to promote Wahaha bottled purified water can be held in supermarkets.

(4) Pay a return visit to users in September and June, and design a return visit table for users in 65438+ 10.

Second, promotional activities

1. Jointly hold the first photo contest of "Wahaha Cup" baby show of Hucheng family with Huzhou Daily and Huzhou TV Station, and judge the "Top Ten Honorary Users of Wahaha Products" first, enjoy the star service of Wahaha and expand the product popularity.

2. Wahaha Life and Health Relay —— Drinking Wahaha's water well, a large-scale water health education popularization campaign for the public, Wahaha's good corporate culture, product quality, scientific and standardized management and other knowledge can be displayed through the "I love Wahaha two-way exchange activities".

3. Establish a "one-on-one" cooperative relationship with "special customers" and carry out large-scale water donation activities. Directional cooperation units are: Zhebei Building, Agricultural Bank of China (outlets) and public service areas (stations, central squares and Lianhuazhuang Park), providing free drinking water service. The service place is managed by the above-mentioned units, and the service period is May, June, July and August each year, with a term of two years.

Third, the advertising budget

Assuming that the profit is 6 million and the advertising budget is 16%, the total available advertising budget is 960,000.

1, TV advertising fee: 300,000 yuan.

Personnel cost: 654.38 million+500,000 production cost, 50,000 screening cost, 654.38 million+500,000.

2. Newspaper advertising costs 200,000 yuan.

3. The advertising fee for printed matter is 65,438+10,000.

4. Supermarket promotion fee is 20,000 yuan.

5. User's return visit fee 1 1,000 yuan.

6. The cost of holding the first Huzhou "Wahaha Cup" baby show photo contest is 65,438+10,000.

7. The cost of holding the "I love Wahaha two-way exchange activity" is 65,438+10,000.

8. Establish a "one-on-one" cooperative relationship with "special customers". The cost of large-scale water donation activities is 6,543,800 yuan.

The above advertising expenses total 930,000 yuan.