How to write a copy of corporate promotional film about wine?

(1) The current market and consumption trend is 1. Wine named after the Great Wall has been welcomed and loved by consumers for its excellent taste and high cost performance since it was put on the market. 2. Great Wall Wine led the domestic wine industry with Laoshacheng (65438+August 0983), and Shacheng almost became the representative name of Great Wall Dry Wine. 3. Soon, Zhongyuan Company established by 1988 produced 1 bottle of Great Wall dry red wine, and won many awards in various international wine reviews. 4. Yantai, another Great Wall brewer controlled by COFCO, ranked first because of its advanced marketing concept, cheap and pleasant appearance, vague views on the Great Wall itself, and the taste and taste created by xxxx (most consumers can't tell the difference between Great Wall wines and simply don't know that Great Wall wines are divided into three producing areas)! These three wines play an important role in seizing the wine market. In 2003, they solved the market of comparative example, which made people sit up and take notice. 6. However, how to segment the market of Great Wall wine? How to position xxxx among the three brands of Great Wall has become a top priority. The only certainty is that the sales volume of the above-mentioned wine is the largest in the Central Plains. Ironically, even the most loyal consumers of Zhongyuan 1994 vintage never knew that xxxx was produced in Changli. The appearance of Yantai Great Wall' 94 vintage wine has made consumers with vague views more and more confused. ) This is a fatal blow to the origin of the integrated Great Wall China!

(II) Changes in consumer habits Since wine entered the market, the consumption trend has shifted from white wine to red wine, and it has spread rapidly to the public. How to guide consumption scientifically (red wine with meat and white wine with fish) is an important topic at present. In addition, how to develop and occupy the market share in summer is the focus of this activity planning.

(3) Overview of competing products 1. Yunnan Red: Hong Kong Tongheng International Co., Ltd. cooperated with Yunnan State-owned Dongfeng Farm to invest in an international commercial grape brewing industry group 1997. It is the largest agricultural industrialization project with foreign investment in Yunnan Province. /kloc-0 was designated as the national banquet wine in May, 1999. In August, 2000, he won the Gold Cup Award in the 3rd China Wine Decoration Competition. In June 2000, it became the national banquet wine of Diaoyutai State Guesthouse. 2. Xing 'an Zhihong: Founded in 1998 and 10, it has the largest vineyard in Xinjiang (654.38+10,000 mu). /kloc-0 obtained the ISO9002 international quality system certification and pollution-free nutritious food certification at the end of 1999. 3. Shacheng Great Wall: The first dry brewing enterprise of full juice wine in China. As early as August 1983, it independently developed the first bottle of dry wine and the first bottle of champagne sparkling wine in China, which filled the national vacancy twice. 1996 10, the first to pass the ISO9002 quality system certification. 4. Yantai Great Wall: Yantai COFCO Brewing Co., Ltd., established by COFCO in Shandong Yantai Hualong Group, has also obtained ISO9002 international quality system certification, British BS quality certification, ISO 14000 environmental protection certification and pollution-free nutritious food certification. (4) The current price of competing products 1, Yunnan Red: 2, Xingan Branch Red: 3, Shacheng Great Wall: 4, Yantai Great Wall: (5), and the activity and its advertisement 1. The purpose of the activity is to mobilize summer sales and lead the fashion through 5-6 kinds of special drinks blended with xxxx wine. 2. Advertising TV stations: (1) newspaper advertisements, (2) appropriate TV and radio advertisements, and (3) publicity of 3)DM, POP and Yi Labao. (6) Wine purchasing motivation: 1, health, 2, fashion, 3, habit, 4, treat, 5, change. (VII) Forecast and Future Situation of Wine Market After China's entry into WTO, the tariff will be reduced year by year, and imported wine will definitely hit the domestic market. With the intervention of large international companies, it will compete in China, the fastest growing wine market in the world. The competition of wine is bound to enter a white-hot stage. Xxxx, as the most important inferior product brand of Great Wall Wine Department, will surely occupy the position of \ "the strongest wine brand in China and even Asia \" in the fierce domestic and international competition.

Second, xxxx's enterprise violates the scenery and its unique products.

(1) Enterprise violation: Zhongyuan Company was established in 1988, which is the first export-oriented enterprise specializing in the production of dry red wine in China, and belongs to COFCO, a world top 500 China cereals, oils and foodstuffs import and export company. 1989 Special Award of 29th French International Tasting Fair 1990 Gold Award of Paris International Food Exhibition 1992 Gold Award of Hong Kong International Food Exhibition 1994 Brussels International Tasting Fair Award won the China Famous Wine Cover Brand 200 1 Shanghai International Wine and Spirits Tasting Fair in 2000. In 2002, it obtained the BB pollution-free nutritious food certificate, which is the first brand in China to obtain the BB pollution-free nutritious food-wine certificate. In 2002, Changli, the origin of the Central Plains, obtained the first batch of national origin shielding products. Cabernet Sauvignon, Chardonnay and Black Pi Nuo were the first red wines represented by Cabernet Sauvignon introduced to the Central Plains in 1992, 1994 and 1996 respectively. Chardonnay stands for liquor in 1996 and 1998.

(2) The uniqueness of the product: it is a mellow, delicate wine with a faint smell of bread and fruit.

Iii. Problems and opportunities of xxxx sales in Sichuan (1). Threat 1. As far as wine is concerned, our competitors are Yunnan Red and Xingan Branch Red. In particular, Yunnan Hongqi's distribution network has the upper hand in terms of distribution and highly competitive prices, which has taken the lead. Although Xing 'an Branch Red is weak, it has been issued for several years, and its promotion this year is still quite strong, which cannot be ignored. 2. As far as the three great wines of the Great Wall are concerned, our competitors are Yantai Great Wall and Shacheng Great Wall, which have laid a crucial foundation. For the wine industry, the two are inseparable and our main rivals. As far as consumers' appetites are concerned, they seem to prefer wine with sweeter appetites. This is also one of the reasons why Yunnan Red sells well. 4. Packaging appearance: xxxx's design is too traditional and lags behind other brands' packaging, especially Yantai Great Wall. 5. In view of the season: the weather is getting warmer, and it is bound to pay a higher price to launch activities at present.

(2) Opportunity 1. From the consumer's fashion physiology, xxxx is one of the three famous wines in the Great Wall, so it can be said to be a great advantage. 2. Compared with Yantai Great Wall, xxxx owns the famous 1992 vintage and 1994 vintage, which has a higher awareness both in consumption physiology and in the terminal. 3. Compared with Yunnan Red, xxxx has a higher grade. 4. Healthy for people: It is made of 100% grapes. 5. Activity arrangement: No competing products have made so many special wines with excellent taste, and no competing products have found that the summer market is actually a huge cake.

Four. Marketing policy of xxxx

(1) Brand expansion: As far as Great Wall wine reaches consumers, it is often seen on various TV stations and has a high reputation in consumers' minds. Therefore, our previous policy must focus on the inherent consumers of Great Wall wine, and then subdivide the Great Wall producing areas (Shacheng, Changli and Yantai) later to get twice the result with half the effort.

(2) Promote sales expansion: subvert the old habits and ways and replace them with new lifestyles and emotional ways, so as to achieve the longevity of xxxx wine, even in hot summer! At the same time, it is full of personality, and fashionable clothes can not only attract or attract consumers' attention and imitate each other, but also breed strong publicity and promotion effects.

(3) Marketing expansion: open up new marketing breakthrough points, give wine a deeper meaning of renewal, and make it have new opportunities and new market (summer market) share in terminal marketing. V. The commodity viewpoint layout of xxxx is based on the above analysis of the scenic spots and commodity characteristics of xxxx. We know that xxxx wine is really a worldwide, green, natural, fashionable and fruity wine. Therefore, we position xxxx products as: green, natural and fashionable. And gave her a special drink "cold" meaning.

First, trigger a consumer demand scenario.

Such as seafood, steak and other western food with what kind of wine. How does it affect a big meal from food to atmosphere rendering? In this way, consumers will have a deeper impression on this wine.

Second, talent recommendation

Understand the crowd portraits of consumers, their needs and interests, and then find highly relevant bloggers to recommend them, such as food fashionistas.

Third, product experience and introduction

In particular, people who want to know about our wine can understand the taste, brand, origin and color of wine through activities such as suitable experience, which is more likely to promote the change of consumer action.