Beverage Advertising Plan Book

Sample Beverage Advertising Plan (1)

Coca-Cola is one of China’s famous international brands and a leading company in China’s soft drink market. It is actively promoting the localization process in China. Our vision is to make people's bodies, minds and spirits happier and happier around the world, so that our brand and image continue to inspire people to stay optimistic, and to make everything we touch more valuable. As the world's largest soft drink company, the advertising campaign launched in China is mainly to increase its share and popularity in the Chinese market and make Coca-Cola the first choice of consumers!

1. Advertising Objectives

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

1. Goals proposed by the enterprise

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

(2) Make Coca-Cola beverages famous again at a leading level

2. Achievable goals based on market conditions:

(1) Market share in China Catching up and surpassing Pepsi.

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

2. Analysis of enterprise and market conditions

(1) Overview of Coca-Cola Company

Coca-Cola Company is the world’s largest soft drink company. The company is headquartered in Atlanta, USA. In 1989, its assets were US$8.2825 billion and it employed more than 20,000 employees. The Coca-Cola Company was established in Delaware, USA on September 5, 1919. In 1960, it entered the ranks of the 100 largest industrial companies in the United States; in 1983, it ranked 48th. From 1960 to 1983, the company's sales, assets and net income grew at average annual growth rates of 12.2%, 11.5% and 12.3% respectively.

The Coca-Cola Company manufactures and distributes concentrated soft drinks and juices. Its product Coca-Cola is a beverage made from the leaves and fruits of two plants, Coca-Cola and Coca-Cola. Soft drinks, the company's main division, account for approximately 80% of the company's total sales each year. Soft drink products account for 88% of the company's total profits. Coca-Cola USA (CoCa-Cola USA) is the largest marketer of The Coca-Cola Company; its food division manufactures and sells frozen, concentrated citrus and various juices, lemon crystals, coffee and tea. The alcohol department produces and sells various brands of alcohol, mainly for the domestic market, and is the fourth largest alcohol producer and seller in the United States; the company also produces plastics

< p> Films and other consumer products such as deodorants, wet wipes, etc.

The Coca-Cola Company is the world-famous soda king. It sells more than 500 products all over the world.

Among them, the four major brands of Coca-Cola, Diet Coca-Cola, Sprite and Fanta are sold around the world. It holds 4 of the top 5 best-selling sodas

. Coca-Cola is advertised all over the world. The company attaches great importance to the international market, manufactures and sells its products locally in foreign countries, and obtains huge profits. In 1981, the company's foreign sales accounted for 62% of the company's total sales, and sales activities were distributed in 145 countries and regions. In beverages, food and other areas, the company has 8 subsidiaries abroad. There are 15 bottling factory subsidiaries abroad, and 2 subsidiaries in Delaware, the United States - Coca-Cola International Company and Coca-Cola Export Company, participate in the export activities of The Coca-Cola Company.

Coca-Cola established bottling plants in Tianjin and Shanghai as early as 1927. In 1979, with China's reform and opening up, it returned to the Chinese market. Since 1981, it has opened bottling plants in Beijing, Shanghai and Tianjin. Joint venture bottling companies were established in Dalian, Nanjing, Xi'an, Wuhan, Hangzhou, Guangzhou and other places, and a Coca-Cola concentrate plant was established in Shanghai in 1988. In addition to bottling in mainland China, In addition to getting rid of the use of imported concentrates, the bottle factory also exports to Southeast Asia.

(2) Main products

Coca-Cola Vanilla Coca-Cola Diet Coca-Cola Lemon Diet Coca-Cola Sprite Sprite Ice Mint Sprite Spicy Flavor

Delta Juice Source Fruit Pieces Orange Bao Ruide

Eye-catching Heaven and Earth Mineral Water Queer Water Forest Living Purified Water Ice Dew Purified Water

Nestlé Iced Tea Nestlé Coffee Tea Research Workshop

(3) Corporate advantages

The world’s largest soft drink industry giant has the advantages of a large factory and strong global competitiveness, strong marketing capabilities, systems and corporate advertising, and brand image

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

The channel layout is quite complete (especially the automatic vending machines), and has a strong sales channel in the fast food industry (led by McDonald's), Coca-Cola

The company's operating procedures are standardized, innovative and highly capable of R&D, the most representative of which is Diet Coca-Cola After its launch, it created a trend as soon as it was launched

It has a high market share and the product is a leading brand in the market. The product has convenience (available everywhere), unique flavor (mysterious formula) and fair price.

It has aroused praise from many experts and scholars, and it has also wiped away the haze that investors had on American companies due to the Anlong scandal.

〔4〕Facing threats

⒈The substitutability of other carbonated drinks other than Coke on the market is still not low, and consumers have a very large choice space. Moreover, with the improvement of people's living standards

, consumers' awareness of pursuing health has risen, which will inevitably reduce the consumption of carbonated drinks.

⒉The competition in the beverage market is quite fierce. The main competitor (challenger) - Pepsi-Cola is full of threats, and in the past few years, Coca-Cola's performance has stagnated, but Pepsi-Cola has continued to grow, and it has won the hearts of most young people Like it, this is also the broad consumer group that Coca-Cola is trying to win over.

⒊Negative factors such as attacks by terrorist organizations and wars have had an impact on the U.S. economy. Moreover, after a series of corporate accounting scandals, investors have gradually lost confidence and are demanding financial transparency of U.S. companies. The buzz

is growing day by day. Although

(5) Consumer and market analysis

Over the years, Coca-Cola has continued to use innovative means to strengthen its connection with consumers. , inspire the passion of young people and inspire their infinite enthusiasm for freely expressing themselves and pursuing their dreams in life. Once, six Coca-Cola endorsement idols performed a dazzling personality show-themed movie, which highlighted the individual talents of contemporary young people and vividly interpreted the "Be happy" initiative advocated by Coca-Cola

1. Product positioning

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Product Characteristics Coca-Cola comprehensively considers the opinions of people at all levels and determines that its beverage products are refreshing and marketable in a wide range of space and time; they are also exciting and suitable for all ages, professional groups and various occasions in social life. (No special emphasis is placed on its long-established and famous brand factors)

Consumption characteristics include impulse buying for the first time; habitual repeat purchases if a good impression remains after use; selective and fixed repeat purchases after deepening the impression of the brand. . The catering industry, entertainment venues, households, schools, and unit purchases are slightly affected by seasonality.

2. Market analysis

Differentiate levels, select key points and analyze them based on obtaining detailed survey data, and calculate a comprehensive index based on purchasing power, marketing capabilities, market potential and other factors. This is indeed the focus of the attack. For example, a survey by the Jinan Sales Office found that there were more than 8,000 beverage sales points in the city. After analysis, 2,500 were selected as key points, and each salesperson was responsible for attacking them with all their strength. Determining the appropriate product appearance means determining the attack method. According to the different habits of different regions, different sales venues, and different consumer groups, choose to provide large bottles or small bottles, glass bottles or plastic bottles, bottles or cans, or use freshly prepared machines or equipped with freezers. Display cabinets and more.

3. Market Segmentation

Potential and Reality Based on factors such as the number of all sales points in the target market, population density and purchasing power level, the maximum market potential of this product in each region is calculated. List them; now list the occupied sales points and sales volume one by one and compare them so that the market development tasks from the overall to each sub-region are clear at a glance. Division of Responsibility Areas Coca-Cola Qingdao Company's sales area is limited to Shandong Province. The company divides Shandong Province into two major sales areas: East Shandong and West Shandong along the junction of Weifang and Zibo, with Qingdao and Jinan business offices as the centers respectively. Radiate to the surroundings; each sales area is divided into 12 sales areas, and offices are set up; each sales area is further subdivided until a dedicated person is designated to take charge. For example, Jinan City is divided into 12 areas, and each area has a dedicated person in charge.

All business units and salespersons are not allowed to sell across regions and films.

Several years of development, but it still affects Coca-Cola’s performance development.

(6) Image of Coca-Cola

Image description: powerful, good advertising, international, unchanging, long history, good reputation, many brands, all-round market, competitive< /p>

Competitiveness, high market share, large scale

Product evaluation: refreshing, somewhat sweet, full of steam

Related identification: Coca-cola (26.1) %), advertisements about football, Cecilia Cheung’s advertisements, etc.

Personality feelings: happy, fashionable, calm, energetic

Free association: red, internationally renowned brands, modern Management model, carbonic acid

(7) Analysis of Coca-Cola’s past advertising strategies

Coca-Cola: As a foreign brand, it actively integrates Chinese culture and implements advertising localization strategies.

Coca-Cola’s most eye-catching advertisement is a series of Spring Festival films from 1997 to 2002. Using a strong Chinese flavor to cater to Chinese tastes

, Coca-Cola also promoted Beijing's successful bid for the Olympics and China's accession to the WTO, making Coca-Cola a local product in China

< p>, thereby achieving the effect of communicating with Chinese consumers. Coca-Cola's success is also inseparable from the choice of its image spokespersons, such as Zhang Huimei

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

(8) Coca-Cola’s recent trends

Coca-Cola cooperates with the Torch Relay to further support the experience of the seven Beijing Olympics Torch Relays and select global ones

There are more than 12,000 torchbearers Name

Coca-Cola China announced that it will continue its tradition of cooperation with the Olympic Torch Relay and become a global partner of the Beijing Olympic Torch Relay. It will further fully support the Beijing 2008 Olympic Games and promises to use its rich experience in torch relay cooperation to Together with 32 Coca-Cola bottling companies in China, we will assist the Beijing Olympic Organizing Committee in making the Olympic flame light up the world again. This is another major announcement after Coca-Cola announced the launch of its Olympic integrated marketing plan in January this year. It marks that Coca-Cola's Olympic strategy will be greatly extended in time and space along with the torch relay. Coca-Cola today also launched the Torch Relay combination logo, commemorative cans and commemorative medals specially designed for Torch Relay-related activities, officially launching its Torch Relay marketing.

"**Sprite My Style SHOW" transformed into a "Youth Inspirational Musical" On the afternoon of March 20, at a press conference held at the "Absolute House" in Shanghai, the 2007 "Sprite My Style" SHOW" youth inspirational musical officially announced its launch. This year's "Sprite My Show" has a completely new concept, changing from a simple music competition to a musical. Participants need to undergo guidance from famous teachers and professional training, and will appear in the "Youth Inspirational Musical" to be performed at the end of the year.

3. Advertising target

1. Product positioning

Coca-Cola is a carbonated drink. The target audience for the promotion of this type of drink should be young people who are avant-garde and pursue fashion. Mainly, specifically young people aged 15-30. Competitor is Pepsi-Cola.

Second analysis of potential consumers

At this stage, the following targets should be given priority:

⑴Rebellious and avant-garde high school students

⑵College students with partial income

　⑶Young business personnel

　⑷Senior staff

　⑸Personnel engaged in public relations

　⑹Urban self-employed< /p>

　⑺Other people with income and pursuit of fashion

　⑻People who come to China for tourism or business trip

IV. Advertising area

This time The advertisement will be carried out nationwide. From a market perspective, China is a country with a population of 1.6 billion and has a strong market consumption potential; from a seasonal perspective, the summer temperature in our country is generally higher, and summer drinks The demand is strong and we strive to make Coca-Cola the drink of choice for people in summer.

5. Advertising strategy

6. Advertising tactics

7. Advertising theme, introduction to advertising creativity

Theme is the soul of advertising. The advertising theme is the central idea proposed based on the advertising objectives. It directly and clearly expresses the advertiser's wishes through the dissemination of advertising information. Therefore, advertising design, creative copywriting, and advertising expression methods should all conform to the central idea of ??the theme.

The advertising theme is the key content of advertising planning. Generally speaking, advertising object planning is the premise and basis for establishing advertising target planning, and advertising target planning is the basis for establishing advertising themes. All three are aimed at promoting sales.

There are connections and differences between them, becoming an organic whole that influences, depends on and restricts each other.

Creativity is to express the theme of advertising, so establishing the theme is the basis of creativity, and creativity is conception. Only with good creativity can we produce good advertisements, so creativity is an important factor in the success of advertising planning.

Coca-Cola has a century-old history. It has been in the Chinese market for a relatively long time and has been accepted and recognized by people. Therefore, the promotion of advertising slogans should be emotional, and on the basis of functional appeals, emphasis should be placed on promoting its symbolic meaning.

Because Coca-Cola tastes refreshing, a little sweet, and a little fizzy, the advertisement should form its own fashionable and enthusiastic characteristics.

In addition, Coca-Cola’s formula is mysterious, so the advertisement should highlight its unique taste.

In short, the general principle of advertising creation should be to emphasize the fashion, enthusiasm and distinctive characteristics of the product, and highlight the taste advantage.

Advertising creativity:

The background is an art classroom. The students are facing a perfect sculpture of Venus (with both arms). The teacher walked out of the classroom due to something.

One student took out a Coca-Cola, and the sound of strong airflow attracted everyone's attention. The sound of "gurgling" made everyone lick their lips. The students noticed everyone's expressions, and suddenly, countless Coca-Cola bottles were taken out from the drawer, and everyone cheered. Along with the music, everyone danced with Coca-Cola. At this time, the Venus also held two cans of Coca-Cola in her hands. The two boys broke Venus's arms in order to fight for the Coca-Cola. Everyone stopped dancing and looked at Venus with a broken arm in stunned silence. At this time, the sound of the teacher walking was heard outside the door.

The teacher opened the door and came in and saw everyone painting quietly. But Venus was covered with a white cloth.

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

Suddenly, the teacher yelled and everyone covered their eyes.

However, the teacher did not ask what was going on, but there was a sound of "gurgling". Everyone slowly moved their hands away. It turned out that the teacher picked up the Coca-Cola placed on the broken arm and drank it. stand up.

The teacher danced with everyone.

Finally, subtitles appeared: Fire-like passion, dancing freely.

8. Advertising budget and advertising design and production

(1) Advertising budget table

This table is the advertising budget, and all future expenditures will be based on this. There will be no big fluctuations, and the final settlement will be based on actual reimbursement.

(2) Advertising design and production project list

9. Advertising effect monitoring

If you agree to implement the advertising strategy and advertising tactics of this plan, it is expected to achieve The tasks and goals specified within a project.

The following issues must be implemented as planned:

(1) Advertising effectiveness supervision;

(2) Advertising feedback management;

< p>　(3) Advertising plans must be reasonably adjusted due to changes in circumstances;

　(4) Advertising effectiveness shall be measured regularly through questionnaires, symposiums, etc.

Beverage advertising planning letter sample (2)

1. Market analysis

This year’s CCTV March 15 party revealed some shady stories about bottled water. Of course, the Huzhou market is no exception. In addition to water energy problems, some bottled water also has problems with water sources and other aspects. As long as water can be pumped from the ground, it can be used as a water source. It never cares whether there is pollution around it. . The water filling workers are very mobile, never undergo health checks, and rarely pay attention to hygiene at work. This low-quality water only costs 7 cents, but the market price is 10 yuan. In order to sell inferior water, unscrupulous producers provide it to dealers at half the price of qualified products and implement various promotional methods.

The emergence of inferior bottled water in the Huzhou market has caused consumers to lose their trust and support for the original bottled water industry. According to the survey, many consumers drink fruit juice and other beverages instead of bottled pure water, which even causes the water to change color. This phenomenon is both an opportunity and a challenge for Wahaha shuttle purified water.

2. Advertising creativity

1. Advertising goal: highlight the cleanness and health of Wahaha bottled water, so that consumers can buy with confidence, so that it can be sold smoothly in the Huzhou market.

2. Advertising theme: Invite the well-loved actor Fan Bingbing as the female lead in the advertisement, and also invite five young and healthy actresses. In view of the proliferation of low-quality barreled water in the Huzhou market, consumers realize that they can also find healthy and clean Wahaha barreled purified water, and do not have to use other beverages to replace purified water. Through Fan Bingbing's fresh and healthy image, consumers feel that Wahaha is indeed trustworthy.

3. Advertisement content:

Picture 1: In the leafy mountains, the sun is in the sky and the heat is unstoppable. Six college students are carrying travel bags and looking at what they have brought. The water he drank was empty, and he tried hard to find the source of water, but never found it.

Voice-over 1: So hot! So thirsty!

Screen 2: They walked a lot. Suddenly, they finally found a pool of water, and they were very happy. However, when they squatted down and reached into the pool, and when they were about to use it, they found that the water inside was smelly, very turbid, and difficult to drink.

Voice-over 2: So dirty!

Screen 3: They continued to move forward and found several pools one after another, but the water inside was difficult to see and turbid. They could only bear to move forward.

Voiceover 3: Is this water?

Screen 4: Suddenly, a strong reflective light shone on their faces. Out of curiosity, they walked closer and closer to the direction of the reflection. It turned out to be a creek. The reflection just now was caused by the sun shining on the creek and being reflected by the clear water on the face. I saw the water in the creek was crystal clear and the fish were swimming happily. They rushed into the creek desperately and started chasing and playing. At this time, Fan Bingbing was standing in the creek with Wahaha barreled pure water next to her. Said: Wahaha, you can see the purity!

Brand title: Pure and Visible!

Advertising portfolio--Advertising plan for Wahaha bottled water to enter the Huzhou market

3. Advertising portfolio

1. Media portfolio

(1) Television advertising

Give full play to the role of television advertising in its intuitive image, strong appeal, and wide coverage. TV advertising can be broadcast regularly and subtly make consumers interested in Wahaha bottled purified water. Deeply impressed.

(2) Newspaper Advertisement

Select picture 4 from the TV commercial and publish it in the newspaper, consistent with the TV commercial, so that people can feel the cleanliness of Wahaha pure water all the time. and fresh.

(3) Printed advertisements

Make a comprehensive statement about Wahaha bottled purified water, making it highly readable, attractive, close to consumers’ lives, and in line with consumption. the needs of the users. The following statement can be made:

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

B. Every barrel of Wahaha drinking water has to go through more than 30 layers of selective filtration, including machine filtration, activated carbon filtration, and secondary reverse osmosis.

C. Using the American CAP and SNAP trinity, the entire production process does not touch human hands and is automatically completed by machines.

D. Each empty barrel needs to be cleaned repeatedly in up to 10 steps.

2. Time combination

(1) TV advertisements and newspaper advertisements can be placed every day to expand the influence of Wamaha Pure Water.

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

(3) During the peak water season in July and August, promotions for Wahaha bottled pure water can be held in supermarkets.

(4) Conduct user return visits in September and October and design a user return visit form.

2. Promotional supporting activities

1. Jointly organize the first Hucheng Family "Wahaha Cup" Baby Show Photography Competition with Huzhou Daily and Huzhou TV Station to judge the "Top Ten Wahaha Products" "Honorary User", enjoy Wahaha's star service and expand product visibility.

2. Wahaha Life and Health Relay - Drinking good water starts with Wahaha, a large-scale water health education campaign to popularize citizens, and pass on Wahaha's good corporate culture, product quality, scientific and standardized management and other knowledge. "I love Wahaha two-way communication activities" is displayed.

3. Establish a "one-to-one" partnership with "special customer groups" and conduct large-scale water donation activities. Targeted cooperation units are: Zhebei Building, Agricultural Bank of China (all outlets), and public service areas (stations, central squares, Lianhuazhuang Park). Free drinking water services are provided. The service areas are managed by the above units, and the service period is every year. May, June, July and August, with a term of two years.

3. Advertising budget

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

1. TV advertising fee: 300,000

Personnel fee: 100,000 production fee 50,000 publishing fee 150,000

2. Newspaper advertising fee 200,000< /p>

3. Print advertising fee 100,000

4. Supermarket promotion fee 20,000

5. User return visit fee 10,000

6. The cost of holding the first Huzhou "Wahaha Cup" Baby Show Photography Competition: 100,000

7. The cost of holding the "I Love Wahaha Two-way Communication Activity" is 100,000

8. Cooperating with "special customers" The group "establishes a "one-to-one" partnership, and the cost of large-scale water donation activities is: 100,000 yuan

The total advertising cost of the above is 930,000 yuan