Product launch plan
Part 1: Product launch plan
Project owner: Motorola
Project execution: Bocheng Zhijie Public Relations Consultant Co., Ltd.
Awards: The 6th China Best Public Relations Case Competition New Product Listing Silver Award
Background of the project
● China's mobile phone market is the most competitive market in the world. Motorola, Nokia, Siemens, Ericsson, Bird, TCL... More than 30 mobile phone brands compete in this market. At the end of 20XX, China has surpassed the United States to become the world's largest market. The success in this market has unparalleled strategic significance for any mobile phone manufacturer;
● For any mobile phone manufacturer, the success or failure of a star product is crucial. The V70 is the most important product of Motorola's 20XX year. The success of its marketing is of strategic significance for Motorola's development throughout the year. In addition, since China is the world's first market for the V70, its success in listing in China will also affect the successful global promotion of products;
● Function and shape are the two major factors that affect mobile phone purchase. As a product that transcends fashion, the V70 also shoulders the burden of helping Motorola to consolidate the image of a fashion leader.
Project research
SWOT analysis
● Advantages: revolutionary design concept, subversive shape, comprehensive function, strong brand power
● Disadvantages: higher prices, designs that may be difficult to accept, competitors' attacks
● Opportunity: Become a brand new fashion label, detonate a new fashion trend, become the object of fashion people
● Challenge: not accepted by consumers, sales are difficult to upgrade
Project planning
● Core strategy: make full use of all resources and channels to shape the V70's fashion image beyond the common customs
● Communication strategy:
1. Early stage: creating suspense, causing the public to expect products; at the same time, through the designer interview, highlighting the core information of the V70 containing the revolutionary design concept
2. Release: Design and implement ultra-large-scale release activities to create a sensational effect, clearly convey product characteristics, and focus on visual impact
3. Late stage: Strengthen the results of the previous publicity, continue to create hotspots, and consolidate the image of products leading the fashion
● Implementation strategy: Integrate available resources/channels
● All-media concept: network, newspaper, magazine, TV, outdoor media coordinate to create the most integrated propaganda effect
●Fashion brand cooperation: The launch event cooperates with the famous popular entertainment brand CHANNEL V to increase the impact of the event; the later event cooperates with the famous fashion brand Hengxin Diamond Palace.
● Make full use of the star demonstration effect: more than 40 hot stars are invited to launch the event; late event invites top entertainment stars to increase public attention
● Accurate product positioning: revolutionary concept + subversive design + beyond the fashion image, creating a fashion aura that shrouds the product
Maximize the cross-cutting of public relations: press release / interview / large event / fashion party / soft article launch / unintentional publicity and so on.
Project implementation
A:Revolution Party-Motorola V70 mobile phone launch event
International Trade Center Exhibition Hall, Beijing/January 11, 20XX
Guest Invitation: Issue a card questionnaire at the Beijing Fashion Bar, which is about the fashion issues, and the right person has the opportunity to participate in the launch event to ensure that the participants are fashion crowds.
On-site layout: Make full use of the 3,000 square meters of space on site to create an avant-garde fashion atmosphere.
Process arrangement:
19:30 20:15 Mr. Thomas, Vice President of Motorola Headquarters and General Manager of Greater China, Personal Communications Division, interviewed on the Motorola V70 mobile phone
20:15 21:00 Mr. Thomas, Vice President of Motorola Corporation and General Manager of Greater China, Personal Communications Division, interviewed TV media on the Motorola V70 mobile phone
20:30 21:30 Consumer sign in
21:00 21:30 Media, guest sign in
21:20 21:30 The venue will play the short film "Revolution" before the party starts.
21:30 21:35 The party begins, the modern ballet "Awakening"
21:35 21:50 Fashion show
21:50 21:52 Airman performance, the host invited Motorola's vice president and personal communication division Dazhong
Mr. Thomas, the general manager of China, took the stage, and the trapeze gave a key to Mr. Thomas.
21:52 21:59 Mr. Thomas launches the Motorola V70 mobile phone and delivers a speech
21:59 22:00 Live 1 minute V70 TV short film
22:00 22:05 The host announces the following activities and selections, lottery arrangements
22:05 23:05 Carnival party begins
23:05 23:15 The first round of selection - the selection of the most dazzling costume lady, Mr. and awards
24:15 24:25 Second round of selection - selection of the most dazzling dance lady, gentleman and award
24:25 24:35 lottery, awards ceremony
The next day at 02:00 am, the party ends.
B: Motorola V70, Hengxin Diamond Palace V70 mobile gem outer ring release and gift event
Grand Hyatt Hotel, Beijing / June 26, 20XX
Media: 50 public, lifestyle and fashion media in Beijing
Guest: Representative of Motorola
Representatives of Hengxin: Pan Shiyi, Zhou Xun, Jiang Wen, Na Ying, Li Hui, Luo Zhongxu
The main process:
14:30 15:00 Media check-in
15:00 15:05 Press conference begins
15:05 15:10 Mr. Lu Lei, Vice President of Motorola Headquarters and General Manager of China, Personal Communications Division
15:10 15:15 Mr. Li Yusen, President of Hengxin Diamond Palace, speaks
15:15 15:30 V70 mobile phone gem series screen outer ring display and introduction
15:30 15:35 Celebrity introduction video clip play
15:35 15:45 V70 mobile phone gem series screen outer ring giving ceremony 15:45 15:50 Mr. Lu Lei and Mr. Li Weisen released the V70 best gem outer ring
15:50 16:00 Li Jingxian, Sales Director, China Communications, Motorola Electronics Co., Ltd.
Sheng and Mr. Li Yusen, President of Hengxin Diamond Palace, draw a lottery
16:00 - 16:30 The end of the conference, guests to see the best gem outer ring
Project Evaluation
Summary of effects:
● Initiated a large number of media reports, and received more than 300 media clippings from across the country, and more than 20 TV reports, maximizing the delivery of key information to consumers.
●Strongly promote sales, the V70 started to snap up from the beginning of the listing, and continued to heat up throughout the year, becoming the biggest player in Motorola's overall share of China's mobile phone market in 2002.
● Promoting brand image building, the launch of V70 became a milestone after V998, helping Motorola to consolidate its position as a leader in mobile phone fashion, and triggered a wave of manufacturers rushing to launch fashion phones.
● Winning numerous praises, after the launch of the V70, it won many honors in various awards at home and abroad. Such as the American Industry Association Outstanding Design Award, Sina's annual mobile phone survey fashion mobile phone award, etc.
● Promote the development of industry and social culture, and become the iconic product of the mobile phone industry in 2002, which will drive all brands to offer more outstanding products. And it has formed a wide range of social effects, promoting people's pursuit of high-quality life, pay attention to the taste of consumerism.
Media summary
From the Beijing Youth Daily, the January 16th, 2002 news edition:
<Inspiration, folding fan from the East - Motorola V70 brings a new revolution in mobile phone design>
You can not like it, you can also pick it up, but you have to admit that the strong visual impact it brings and the ingenuity embodied in the product design are indeed worthy of praise. Seeing it, you will sigh in your heart: mobile phone, it can be like this! ...
From Phoenix Weekly, March 20XX
<Form is above everything else - a sensory feast of the Motorola V70>
Transparent keyboard, deep blue screen, and its name Revolution - If your English is very good, you should know that it is not only "revolution", but also the meaning of "360 degree rotation". In other words, everyone else uses a flip phone, and you turn the phone in a rotating way. This is a small movement, and you become different. ...
Even today, when the new mobile phone is dazzling, we still have to admit that the V70 is indeed the most amazing and even the most incredible mobile phone we have ever seen.
The words used by the media to describe this product are “subversion” and “revolution”, breaking the old tradition and surpassing the ordinary fashion. The dazzling V70 is the true star of 20XX. Clicking on Sina.com during that time will reveal that there is a "V70" in the most popular search terms. What it brings to the entire market is a real storm. In this storm, the V70 subverts your vision. And subverting your heart is spreading.
Part 2: Product launch plan
One. Activity purpose
1. Carefully build the China ** fashion festival, focus on improving the overall image of China ** at home and abroad, vigorously promote the trend of China's fashion, and in-depth study of the development prospects of the industry and its countermeasures;
2. Create a new era of high-quality products, put an end to the rudeness, strive to improve the ** quality credibility, effectively stimulate consumer demand, and promote China's ** to the world;
3. By signing the "Sanya Declaration", the "China ** Integrity Alliance" was established.
4. Effectively shape and promote Sanya's "fashion, beauty, romance" city image and vigorously promote the development of tourism in Sanya.
two. Activity element
1. Event name
China **20XX New Product Launch Conference and Development Forum
2. when and where
January 9-10, 20XX, Howard Johnson Hotel Sanya, Sanya, Hainan Province
3. activity theme
"China ** - Meeting the arrival of the boutique era"
4. Participants
Leaders of national industry associations, leaders of Hainan Province and Sanya City, representatives of well-known ** and related manufacturers at home and abroad, domestic and foreign jewellery experts and scholars, celebrities and special guests, media reporters.
three. organization
1. Organizers
Host: China Jewelry and Jade Jewelry Industry Association
Hainan Provincial Department of Commerce
Sanya Municipal People's Government
Fashion Media Group
Undertake: Sanya Hairun Jewelry Co., Ltd.
Bazaar Jewelry Magazine
New Silk Road Modeling Agency Guangzhou Branch
Beijing Jianan Xinhe Culture Development Co., Ltd.
Hainan ** Culture Film and Television Communication Co., Ltd.
2. Organizing committee
Honorary Director:
Sun Wensheng, former Minister of the Ministry of Land and Resources, President of China Jewelry and Jade Jewelry Industry Association, Deputy Director of the National People's Congress Agriculture and Rural Work Committee
Jiang Zelin, Member of the Standing Committee of the CPC Hainan Provincial Committee and Secretary of the Sanya Municipal Committee
Li Guoliang, deputy governor of Hainan Provincial People's Government
director:
Sun Fengmin, Vice President and Secretary General of China Jewelry and Jade Jewelry Industry Association, Deputy Director of Jewelry and Jade Jewelry Management Center, Ministry of Land and Resources
Zhenzhen Hainan Provincial Department of Commerce
Wang Yong, deputy secretary of the CPC Sanya Municipal Committee, mayor of Sanya
Executive Director:
Li Baiqing, deputy mayor of Sanya
Li Longsheng, Director of the Department of Commerce, Hainan Province
Liu Jiang Fashion Media Group Co-President
Secretary General:
Shi Hongyue, Deputy Secretary General, China Jewelry and Jade Jewelry Industry Association
Zhang Shizhong Chairman of Sanya Hairun Jewelry Co., Ltd.
3. Working Organization
The organizing committee will set up nine functional working groups, including co-ordination operation, liaison reception, news promotion, conference production, ** forum, new product release, golf tournament, finance, security, etc., to organize the event and entrust a professional cultural company to operate.
four. Support media
1. Online media
China Jewelry Network, Nine Diamonds Network, Sina.com, NetEase, Sohu, Tencent, Yahoo China, China.com, Xinhuanet, Hainan Online, Century Frontline, Kaidi Community, Tianya Community, etc.
2. Print Media
Fashion, Bazaar Jewelry, China Business News, Yangtze River, CBN, 21st Century Business Herald, Gold Card Life, Premium UP, Xinhua Airlines, Oriental Women, Ruili, Fashion, China Apparel, New Modern Pictorial, China Wing, ELLE , Hong, Jinghua Times, Hainan Daily, Sanya Morning News, Haifeng Xiaoyao and so on.
3. TV Media
CCTV, Beijing TV, Hainan TV, Travel TV, Sanya TV, Phoenix TV, etc.
4. Industry media
Chinese gems, jewelry and fashion, Chinese and foreign jewellery fashion, China Gold News and so on.
Fives. Theme activity
1. Sanya City Government welcomes dinner - please come to the ends of the earth
Give guests a warm and elegant welcome with local characteristics, arrange relevant leading speeches, national style performances and other content.
1) The host will give an opening speech and announce the start of the welcome dinner;
2) Introduce the main leaders and VIPs present at the venue;
3) Sanya City leads to a welcome speech;
4) Speech by industry association leaders;
5) Free eating;
6) Hosting, hosting, co-organizers leading the toast;
7) Musical accompaniment performance;
8) The moderator announces the next day's event schedule.
2. Signing Ceremony of the "China-Japan Sanya Declaration"
In order to gradually improve the image of China's ** market, establish the brand status of China ** in the market, strengthen the self-discipline of China's ** industry, cultivate China's soft culture, promote the ecological environmental protection of China's growth, and promote the Chinese industry. The capacity for sustainable development is specially formulated in the Sanya Declaration.
The participating ** merchants voluntarily signed the "Sanya Declaration", and on this basis, the contracted merchants formed the "China ** Integrity Alliance", which will also become an important achievement of this year's ** annual meeting.
3. China **20XX Media Meeting
Arrange the China Jewelry and Jade Jewelry Industry Association, the leaders of the Sanya Municipal Government, the Fashion Media Group and the responsible person of the Organizing Committee, the spokesperson of the Chinese ** industry, and the famous Chinese actress, Ms. Zhao Yazhi, to meet with the media reporters who participated in the event and through the Internet or The format of the live TV broadcast introduces the Sanya Declaration and activities and answers questions from reporters.
1) The host opens a welcome speech;
2) The Executive Secretary of the China Jewelry and Jade Jewelry Industry Association introduced the event, scale and features;
3) The Deputy Secretary-General of the Association introduced the design style and characteristics of the new product of this annual meeting;
4) The Vice Mayor of Sanya briefly introduced the history of Sanya's fashion brand;
5) Hainan Business Director briefed on the development of Hainan brand;
6) The vice president of the association briefly introduces the development direction of China**;
7) The leaders attending the meeting answered questions from reporters;
8) The moderator invites journalists to participate in the China-** International Forum on Development.
4. China ** Development Forum TV talk show
It is proposed to invite the leaders of the tourism satellite and jewellery industry, the leaders of Sanya City, experts and scholars at home and abroad, and representatives of jewellery manufacturers to explore the importance and necessity of the boutique route of the Chinese ** industry through the form of TV interviews.
1) The moderator announces the beginning of the forum and the opening words;
2) The host introduces the main leaders and VIPs;
3) Representatives deliver keynote speeches;
4) The moderator will make a concluding remark and announce the end of the forum.
5. Bazaar Jewelry - Fashion and Win-Win Theme Dinner and Award Ceremony
A self-service open-air Bazaar jewellery fashion black and white dinner was held to present awards to the industry's annual figures, as well as to the leaders, guests, representatives and journalists who participated in the event.
1) The host opened the symposium and welcomes the leaders and guests from all walks of life to participate in the Bazaar jewellery fashion dinner;
2) The guests are free to eat;
3) The host introduces the arrangement of the new product launch event;
4) The host reminds the guests to go to the new product release site.
6. China **20XX New Product Launch Conference - Popular Type Show
The model of the new Silk Road model institute will walk in turn to showcase the new ** new products launched by well-known manufacturers, as well as the high-end ** boutiques, as well as the relevant corporate and brand background. The presentation and venue atmosphere are demanding, elegant, and distinctive. At the end of the show, the main leaders, VIPs and representatives of the publishing companies will be arranged to take photos with the models.
1) The host opens the forum and introduces the main leaders and guests;
2) China** 20XX new product release;
3) The main leaders, VIPs and representatives of the publishing companies took the stage to take photos with the models.
7. China ** New Assets Launch Conference
It is recommended to remove the professor's introduction of the latest domestic and international ** links, and propose to open the official website of the China ** Forum, release the latest industry news and the latest product comprehensive information.
1) The host opens the forum and introduces the main leaders and VIPs;
2) Introduce the latest information at home and abroad.
six. Activity items and schedule
date
time
Activity project
location
Saturday, January 9
10:00 - 24:00
Guest representative
Howard Johnson Hotel Guoguang
18:00 - 20:30
"Please come to the ends of the earth" welcome dinner
January 10
on Sunday
10:00 - 10:30
Signing Ceremony of the "China-Japan Sanya Declaration"
10:50 - 11:40
Media Press Conference
12:00 - 13:00
Arranging leaders and reporters for Chinese food
15:00 - 17:30
"China International Development Forum" TV talk show
18:00 - 20:00
Bazaar Jewelry Fashion Dinner and Awards Ceremony - Fashion and Win-Win Theme Dinner
20:00 - 21:00
Part Three: "On the Road Bamboo Green" New Product Launch Conference Plan
I. On the corporate background of Zhu Yeqing
Founded in XX, Sichuan Emeishan Zhuyeqing Tea Co., Ltd. has total assets of more than 105 million yuan, 100,000 mu of tea garden and tea production base, and annual production of 1,500 tons of famous green tea. It is a key enterprise in Sichuan famous tea production.
In XX, “Bamboo Yeqing” won the title of “Sichuan Famous Brand Product”; in 20XX, the company passed the ISO9002 international quality system certification. In the same year, the “Bamboo Yeqing” series of products were approved to use the green food mark.
In 20XX, the company introduced Japan's latest automated tea refining production line, which is mainly used for the processing of bamboo leaf green series famous tea, which improves the quality of finished tea, makes bamboo leaf green tea have a distinctive style, and more importantly, air purification management, making tea More excellent.
Zhuyeqing Company is not only the leading enterprise of national agricultural industrialization, but also an important implementation unit of Leshan National Agricultural Science and Technology Park. It undertakes the heavy responsibility of the construction of tea science and technology park. The company strives to make “Bamboo Yeqing” become a famous brand in the near future.
Second, the public relations target
“Ping Normal Heart” has always been the corporate brand connotation of Zhuyeqing Tea, and the “On the Road Bamboo Leaf Green” launched this time, in line with the main purpose of making a big brand with a normal heart, is intended to launch a new national and even world-renowned high-end green tea brand.
Different from the meditation and taste level positioning in the middle and high-end, the company launched the brand of the road, the target customers directly point to high-end customers.
Maximize the brand awareness and influence of Zhudaoqing, and strive to build the theory into “the first luxury brand of Chinese tea”.
With the tourism advantage of Emeishan, we cut into the new tea culture format of leisure and sightseeing products, and created Zhuyeqing as a model enterprise for the successful operation of the tea brand.
Opening up new sales entry points, giving the bamboo leaf green tea a deeper and newer brand connotation, so that it has new opportunities and new markets in terminal sales.
Third, the event theme and slogan
Nothing is more soluble in water than tea, nothing is closer than water. The soul of the tea enters the water, the soul of the water enters the heart, and the soul of the heart enters the path. Tea people are eager to return to nature and always pursue innocence. The tea man revives the soul of the tea, and the tea awakens the soul of the tea. One flower, one grass and one tea can be clearly seen. If people and tea do not feel, the so-called tea ceremony is just a joke. The tea ceremony is humane. If people don't stand, tea is not enough. Smile, smile and drink tea. The product is clear to the clean tea, and the spirit of the spirit is quiet. Therefore, the theme and slogan of Zhu Yeqing’s event was confirmed.
Theme of the event: To talk about tea and to understand life.
Activity slogan: normal heart, bamboo leaves green.
Fourth, event planning
Activity theme
This event is mainly to launch the high-end green tea brand, which is based on the bamboo leaf green. In addition to this, there are several main purposes. The main purpose of the activity is mainly reflected in the following four aspects.
1. To talk about tea and to understand life. Emei Mountain has thousands of years of Buddhist cultural traditions. The Buddhist Zen and the "normal heart" of Zhu Yeqing have a good point of convergence. The combination of the Buddha's nature of Mount Emei and the brand connotation of Zhuyeqing will spread together.
2. Establish a new tea industry model for integration of production and marketing, integrate tea farmers around Emei Mountain Area, achieve unified management, ensure the yield and quality of tea, and help local tea farmers to develop a more scientific development path to create more material wealth. .
3. A successful life comes from the peace of mind, drinking bamboo leaves, listening to the Buddha's Zen language, returning to the most pristine peace of life.
4. Zhu Yeqing has become the leader of Chinese tea production enterprises with the sales of nearly 100 million yuan of individual commodity tea. “Bamboo Yeqing” is not only the first brand in Sichuan Province, but also a famous brand of tea in China. Based on such strong economic strength, the brand of Zhu Yeqing was launched to establish the position of Zhu Yeqing in the high-end brand of tea.
Activity time: 10:00 am, November 23, 20XX
Venue: Emeishan Hot Spring Hotel.
Activity implementation steps:
Beginning in November 20XX, the Propaganda Department will release new information to the Huaxi Dushi Bao and Sina.com. He also made a series of propaganda with "Taking tea on the road, feeling the life", "cultural inheritance, building China's first tea house", "focusing on agriculture, rural areas, and seeking common development", "bamboo green, and loving".
On December 18, 20XX, the company's propaganda department published a press conference in the newspaper and began to issue invitations. On December 21, the Propaganda Department published a list of guests in the newspaper. On December 22nd, the public relations department telephoned the guests to confirm whether they could be present.
On December 22, 20XX, the Logistics Department arranged a meeting place at the Hot Spring Hotel. From the hotel entrance, we visited the viewing tea tree to the meeting hall along the road. The whole meeting place was arranged in the tender green of bamboo leaves, and the two sides of the meeting hall were separated by carved screens. There is a screen with "tea theory" and "history of tea culture development". On the right, there is a screen with "Bamboo Yeqing company development history" and "Bamboo leaf green story". A medium-sized fluorescent billboard is placed at the entrance of the hall, and the contents of the billboard are the main points of the four events of the press conference. Debug the electronic screen of the stage background, and test the content of the road-level bamboo leaf green advertisement and the bamboo leaf tea tea propaganda film.
Arranged guests and reporters: The guest is the general manager Xu Xintao, the right one is the deputy governor of Sichuan Province, the left one is the director of Leshan City Agriculture Bureau, the second is the deputy mayor of Emeishan City, and the general manager of Zuo Ermei Group. The third from the right is the director of the Leshan City Agriculture Bureau, and the third from the left is the abbot of Wannian Temple. After the guest seats, they are the guest seats and the media seats. Put a box of bamboo leaves and new products on the speech table on the stage, the trademark is facing the media. Each guest table and the press room and the guest table are placed on the bamboo leaf green tea and tea cakes. In the press room and the guest table, we will visit a small box of new products as a gift. Each person attending the meeting must wear a bamboo leaf green tea type badge. In addition, set up tea performances and guzheng accompaniment in the right hand of the conference hall to create a rich tea culture atmosphere.
At 8:00 am on December 23, 20XX, Zhu Yeqing attended the meeting in advance and re-examined the venue to arrange and debug audio-visual equipment. At 9 am, the hostesses were in place. At 9:10, the guests started signing in. At 9:50, the guests were given information on the products of Zhuyeqing and the information on the tea of the abbot of Emei City Wannian Temple, as well as the propaganda materials of the information on the mode of production, supply and marketing, and the scenery of Zhuyeqing Tea Garden.
At 10 am, the host appeared and the press conference officially began. At 10:5, the general manager gave a speech. At 10:20, the special guest Wannian Temple abbot master opened the new product appearance for the company and expressed his best wishes. At 10:30, the deputy governor of Sichuan Province delivered a speech. At 10:45, I started to answer questions. At 11:15, the tea performance began. At 11:30, the conference ended.
After the meeting, the hostesses will lead you to the Zhuyeqing Tea Garden to eat, and then visit the garden after the meal. .
The guests invited to this event mainly include:
Political leaders: Vice Governor of Sichuan Province, Director of the Agricultural Bureau of Leshan City, Vice Mayor of Emei City.
Business leaders: Chairman of Sichuan Fine Group, Director of Finance Department of Leshan City, General Manager of Leshan Tourism Bureau and Hot Spring Hotel.
Head of Industry Research: China International Tea Culture Research Association, China Tea Circulation Association, Sichuan Tea Culture Association.
Special guest: Wannian Temple abbot.
News media: Sina.com, Huaxi Dushi Bao, Sichuan Economic Channel, Chengdu Business Daily, Emei TV, Emei Daily.
V. Budget
1. The hall rental fee is 5,000 yuan / two days.
2. The production cost of the screen is 300 yuan/piece, a total of 24.
3. Fluorescent billboards and banners total 1,000 yuan.
4. On-site refreshment 3,000 yuan.
5. Viewing tea tree back and forth shipping costs 500 yuan.
6. Tea-shaped badges are custom-made for 5 yuan/piece, a total of 50.
7. The photocopying fee for promotional materials is 300 yuan.
8. 50 gifts for the conference, a total of 5,000 yuan.
9. Pick up and drop off guests to the tea house to visit the fuel fee of 200 yuan.
10. Give special guest gifts a total of 10 boxes of Taoist tea and 10 boxes of premium tea cakes, a total of 10,000 yuan.
11. The lunch fee for the guests is 200 yuan / person, a total of 10,000 yuan.
12. Wannian Temple incense costs, 100,000 yuan.
13. The invitation fee is 50 yuan.
14. Inflatable hot air balloon rental fee of 500 yuan / month, 4, a total of 2,000 yuan.
15. Tea performance fee is 5,000 yuan.
16. Newspaper advertising costs 8,000 yuan. Sina.com and Huaxi Dushi Bao have a face fee of 500,000 yuan.
17. Huaxi Dushi Bao special report fee of 20,000 yuan.
17. Emergency lunch 1000 yuan, gift preparation 10 boxes count 1000 yuan. Another set of spare audio and video equipment set 1000 yuan / two days, a set of tents, 2,000 yuan.
A total of 682,500 yuan.
6. Execution risk and forecast
During the course of the activity, you may encounter a variety of unexpected situations, and you must prepare in advance. After repeated consideration, the main risks and countermeasures are as follows:
1. Some important guests may not be present. If the director of the Sichuan Agricultural Bureau cannot be present, the director of the Leshan Agriculture Bureau will speak, and so on.
2. There may be a reporter asking questions at the scene, asking them to check the promotional materials or interview after the press conference, telling them that there is an hour of reserved interview time after the press conference, and will not answer immediately.
3. On-site equipment failure, and rent an audio-visual equipment for backup.
4. Bad effects of the weather. Check the weather forecast in advance. If there is rain, build a temporary canopy at the door to place the screen and the viewing tea tree.
5. Guests may not be present on time due to weather or traffic. You can watch the tea show first and then press the press conference. If the guest has not been able to attend the show after the performance, and coordinate with other guests, start the conference.
Part 4: Product launch plan
First, the purpose of the event: through the promotion of summer sales of goods - beer, to promote popularity, set off the high-rise of the off-season promotion. The beer promotion and the “Beer Night” throughout the Oktoberfest are two major promotional themes, and the concept of supermarket summer market and active community cultural life is proposed.
Second, the overall marketing plan for beer:
1. Promotional form:
Time: July 1st to July 30th, 20XX
Venue: Promotional area in the store and gift area outside the store
Product Promotion Organization:
During the promotion period, each manufacturer is required to provide special support for goods.
Buying gifts as the main form of promotion, requiring manufacturers to provide specific ways to buy gifts, customers buy the brand to buy more gifts, set up a gift station in the gift area outside the store, such as customers to buy Yanjing beer three pieces, etc., strengthen Buy a much more affordable volume concept. Other brands in the giveaway area can also arrange free tasting and other promotions.
The products are displayed in accordance with each brand as the standard unit, so that each brand has a pile of heads and expands its product image. Each manufacturer must ensure that the supply is abundant and the price advantage is obvious. Each stack has a promotional promotion key.
Event exhibition brands: Yanjing, Budweiser, Baisha, Qingdao, Baker, Pearl River, Corona, Blue Ribbon, Heineken, Sun Beer, etc.
Programme of activities
1) During the event, Taiwan will be the center, and the sales promotion will be the main form. The free-to-sell, prize-winning competition, prize-winning participation, and performances will be performed.
2) The opening ceremony and closing ceremony of the supermarket will be undertaken by the factory.
Event promotion
2. Theme: Beer Carnival Night
3, the main slogan: drink a beer to a friend
Buy more, more affordable
4. Media promotion:
1) TV special promotion advertisement
2) Invite the media to conduct special reports and invite other provinces and municipalities to report on “Beer Night” to explore the topic of “supermarkets provide rich nightlife for the community”.
3) Produce a radio special advertising tape, which will be broadcasted in the store's broadcasting room.
4) Broadcast time: play around the clock
5, DM
1) Launched the DM Beer Festival special edition advertisement, and told all the brands of beer in the form of purchase and beer night activities.
2) DM price needs to reflect 20,000 copies of the lowest price of beer in the city, and widely publicize
6, the atmosphere layout
1) The overall atmosphere inside and outside the store layout, rendering a lively shopping atmosphere
2) Hanging manufacturers outside the store congratulate the balloon and place the beer model
The store offers preferential conditions for participating in the "Beer Night" supplier
1, can get a free pile in the main promotion channel
2, the central office promotions can enjoy the best rent
3, can enjoy the sale of the brand "Beer Night" in the middle of the sale of the tasting event
4, free to play ads in the back wall of the hall
"Oktoberfest" large hall event
Activity time: July 20th... August 12th
Main contents of the event:
"Beer Festival" opening ceremony
"Beer Night"
"Beer Festival" Closing Ceremony
"Beer Festival" opening ceremony
Activity time: 7:00 pm on July 20th...8:30
Form of activity: party
Event Organizing Committee members: Deputy store manager and regional managers
Chief conductor: store manager
Activity content: composed of four themes
1. Announce the opening of the "Beer Festival" and introduce the following contents:
1. The time of the "Beer Festival"
2. Beer brands participating in the exhibition
3. Preferential policies during the event
4, "Beer Night" in the hall activities and daytime store activities
Second, beer legend, introduce the following content
1. Beer brewing process
2, the origin of beer
3. History and performance of several brands of beer
Third, the beer show: several kinds of beer, magic, acrobatics
Fourth, singing and dancing performances: beautiful voice, nationality
Performing Arts Requirements:
1. The natural integration of several activities, highlighting the theme of “Beer Carnival Night”
2, the performance style is high artistic, the theme is novel and fashionable, and the cultural connotation is deep.
Venue: 1. There is a performance stage in front of the middle hall.
2. VIP seats in front and auditoriums on the right
3, the ice bar is set to the seat
Specific implementation rules:
Manager responsible for matters:
1. Contact and organize performers and presenters
2. Contact the news media for reporting
3. Invite VIPs: city leaders, center leaders, supermarket leaders
4. Director of the entire event.
Food District Manager is responsible for:
1. Arrange and determine the advertisement for the back wall of the middle hall
2. Provide on-site beverages
3. Invite dealer representatives to watch the show
4. Collect beer information: brewing process of beer, origin of beer, history and performance of several brands of beer, etc.
Personnel manager responsible for matters:
1. Broadcasting in the store
2. Arranging excellent employees to attend the staff to watch the performance
3, etiquette reception work
4, close the work
Destruction Manager Responsible Matter: Maintaining Order at the Site
Planning department manager responsible matters: venue effect layout
Purchasing Manager Responsible Matter: Program Planning and Venue Arrangement
Beer night
Event theme: titled by a beer company
Activity time: July 20th to August 12th, 19:00 to 20:30
Activities:
First, the draw
Second, beer legend
Third, the beer show
Fourth, beer knowledge answer
Five, a variety of drinking beer competition
Six, beer reviews
Seven, fun games
Lottery
Activity 2: Beer Legend
1. Introduce the history, brewing process, taste, performance, etc. of the brand beer by the host
2. The form of the dance drama
Beer Show>Event 3: Beer Dance
Activity 4: Live Wine Show
Activity 5: Alcoholic performance...
Activity 6: Beer knowledge answer, please on-site customer participation activities, a bottle of award-winning beer.
Beer competition
Activity 7: Super Wines Competition: Please participate in the event.
Competition rules: 1) 10 customers were selected and divided into two groups of 5 people each.
2) Each player puts 3 beers at each table.
3) The players use the mouth to bite the paper cup to see who is the fastest to drink.
Prize: two super wines, 1 box of beer
10 participating prizes, 3 bottles of each award beer
Activity 8: Wine King Championship: Please participate in the event.
Rules of the game: 1) Please ask 10 players
2) The task of each player is: who drinks the most in 1 minute
3) The fastest is the wine king of the night
Award: Wine King: 3 boxes of award beer
Winning prize: 1 box of award beer
Participation award: set 8 people, award beer half box
Activity 9: Beer Review
Rules: 1) Pour different brands of beer into several cups, participants will taste
2) See who can separate
3) After the results are announced, please let the professionals comment
Fun game
Activity 10: Drumming and drinking: Please take out eight customers to participate in the event.
Rules of the game: 1) The staff blindfolded and drummed back to the customer
2) 2 cups of beer at each table
3) The drums began to pass, and the customers who drunk the drums to the beer had to drink a glass of beer at their desk.
4) After ten drums, the game is over
5) Results of the competition: There are two cups in front of the table for the winning prize, and one cup for the encouragement prize, and the winner can also get the participation prize.
Award: Winning Prize: A box of award beer
Encouragement Award: Award Beer Half Box
Participation Award: Two bottles of award beer
Activity 11: Blindfolded glasses of wine: Please appear in the event of customer participation
Game rules: 1) Please invite 6 couples or friends to participate in the event
2) One male and one female station, blindfolded, the distance between the two ends is 8 meters
3) After the start of the announcement, the drummers take a step closer to each side, and after 6 steps, they hit the long drums.
4) The result is a winner and a participation prize. The winner is the winner of the cup, and the participation prize is the participant.
Award: Winner: 2 pieces of beer
Participation Award: 1 Prize Beer
Programme of activities:
1. Submit the planning activities and time and place applications for the beer night by each exhibition brand.
2. The order of each session is arranged by the marketing class.
3. During the event, a beer brand will host a beer night outfield promotion every night. The stage will be the center, and the sales promotion will be the main form, interspersed with free tasting, prize-winning competition, prize-winning participation, and performances. The atmosphere of the night market will be fully mobilized.
4. The food, fresh food, food street and other courses in the store will be accompanied by the night market to carry out corresponding promotion activities.
Third, event promotion
1. Theme: Beer Carnival Night
2. Subject slogan:
Drink a glass of beer and a "summer"
Buy more, more affordable
3. Media promotion:
TV special promotion advertisement
Use the existing media, such as the heart of the 258, to conduct special reports, invite other provinces and cities to report on "Beer Night".
4. Atmosphere layout:
The overall atmosphere inside and outside the store layout, rendering a lively shopping atmosphere.
The Chaoyang store sells outside the store to congratulate the balloon and place the beer model.
Purchasing Department Marketing Division: Responsible for all brands to buy gifts and activities and beer night activities;
Liquid Division of Purchasing Department: Responsible for the invitation of exhibitors, special negotiation, and supply guarantee;
Store: responsible for determining the manufacturer's head position, gift grade, beer night security, stage layout, audio, etc.
Planning Division: Responsible for the production of the Oktoberfest planning plan including the atmosphere layout design inside and outside the store, the uniform display design in the store, the kanban effect on beer origin and beer knowledge;
Marketing class: responsible for issuing beer festival media promotion programs including hard advertising creative texts, placement planning and soft advertising.
Fourth, the cost budget:
A. Items available for manufacturers to choose:
1 DM special edition ad cover 4,000 yuan / version of the page 3,000 yuan / version
DM single product advertising 800 yuan / support
2 in the store
400 yuan / heap / shop
3 Beer Night 500 yuan / night
4 promotion desk 20 yuan / day
5 field balloons, models
B, the supermarket bears the cost:
1, media costs
2, DM fee
Project owner: Motorola
Project execution: Bocheng Zhijie Public Relations Consultant Co., Ltd.
Awards: The 6th China Best Public Relations Case Competition New Product Listing Silver Award
Background of the project
● China's mobile phone market is the most competitive market in the world. Motorola, Nokia, Siemens, Ericsson, Bird, TCL... More than 30 mobile phone brands compete in this market. At the end of 20XX, China has surpassed the United States to become the world's largest market. The success in this market has unparalleled strategic significance for any mobile phone manufacturer;
● For any mobile phone manufacturer, the success or failure of a star product is crucial. The V70 is the most important product of Motorola's 20XX year. The success of its marketing is of strategic significance for Motorola's development throughout the year. In addition, since China is the world's first market for the V70, its success in listing in China will also affect the successful global promotion of products;
● Function and shape are the two major factors that affect mobile phone purchase. As a product that transcends fashion, the V70 also shoulders the burden of helping Motorola to consolidate the image of a fashion leader.
Project research
SWOT analysis
● Advantages: revolutionary design concept, subversive shape, comprehensive function, strong brand power
● Disadvantages: higher prices, designs that may be difficult to accept, competitors' attacks
● Opportunity: Become a brand new fashion label, detonate a new fashion trend, become the object of fashion people
● Challenge: not accepted by consumers, sales are difficult to upgrade
Project planning
● Core strategy: make full use of all resources and channels to shape the V70's fashion image beyond the common customs
● Communication strategy:
1. Early stage: creating suspense, causing the public to expect products; at the same time, through the designer interview, highlighting the core information of the V70 containing the revolutionary design concept
2. Release: Design and implement ultra-large-scale release activities to create a sensational effect, clearly convey product characteristics, and focus on visual impact
3. Late stage: Strengthen the results of the previous publicity, continue to create hotspots, and consolidate the image of products leading the fashion
● Implementation strategy: Integrate available resources/channels
● All-media concept: network, newspaper, magazine, TV, outdoor media coordinate to create the most integrated propaganda effect
●Fashion brand cooperation: The launch event cooperates with the famous popular entertainment brand CHANNEL V to increase the impact of the event; the later event cooperates with the famous fashion brand Hengxin Diamond Palace.
● Make full use of the star demonstration effect: more than 40 hot stars are invited to launch the event; late event invites top entertainment stars to increase public attention
● Accurate product positioning: revolutionary concept + subversive design + beyond the fashion image, creating a fashion aura that shrouds the product
Maximize the cross-cutting of public relations: press release / interview / large event / fashion party / soft article launch / unintentional publicity and so on.
Project implementation
A:Revolution Party-Motorola V70 mobile phone launch event
International Trade Center Exhibition Hall, Beijing/January 11, 20XX
Guest Invitation: Issue a card questionnaire at the Beijing Fashion Bar, which is about the fashion issues, and the right person has the opportunity to participate in the launch event to ensure that the participants are fashion crowds.
On-site layout: Make full use of the 3,000 square meters of space on site to create an avant-garde fashion atmosphere.
Process arrangement:
19:30 20:15 Mr. Thomas, Vice President of Motorola Headquarters and General Manager of Greater China, Personal Communications Division, interviewed on the Motorola V70 mobile phone
20:15 21:00 Mr. Thomas, Vice President of Motorola Corporation and General Manager of Greater China, Personal Communications Division, interviewed TV media on the Motorola V70 mobile phone
20:30 21:30 Consumer sign in
21:00 21:30 Media, guest sign in
21:20 21:30 The venue will play the short film "Revolution" before the party starts.
21:30 21:35 The party begins, the modern ballet "Awakening"
21:35 21:50 Fashion show
21:50 21:52 Airman performance, the host invited Motorola's vice president and personal communication division Dazhong
Mr. Thomas, the general manager of China, took the stage, and the trapeze gave a key to Mr. Thomas.
21:52 21:59 Mr. Thomas launches the Motorola V70 mobile phone and delivers a speech
21:59 22:00 Live 1 minute V70 TV short film
22:00 22:05 The host announces the following activities and selections, lottery arrangements
22:05 23:05 Carnival party begins
23:05 23:15 The first round of selection - the selection of the most dazzling costume lady, Mr. and awards
24:15 24:25 Second round of selection - selection of the most dazzling dance lady, gentleman and award
24:25 24:35 lottery, awards ceremony
The next day at 02:00 am, the party ends.
B: Motorola V70, Hengxin Diamond Palace V70 mobile gem outer ring release and gift event
Grand Hyatt Hotel, Beijing / June 26, 20XX
Media: 50 public, lifestyle and fashion media in Beijing
Guest: Representative of Motorola
Representatives of Hengxin: Pan Shiyi, Zhou Xun, Jiang Wen, Na Ying, Li Hui, Luo Zhongxu
The main process:
14:30 15:00 Media check-in
15:00 15:05 Press conference begins
15:05 15:10 Mr. Lu Lei, Vice President of Motorola Headquarters and General Manager of China, Personal Communications Division
15:10 15:15 Mr. Li Yusen, President of Hengxin Diamond Palace, speaks
15:15 15:30 V70 mobile phone gem series screen outer ring display and introduction
15:30 15:35 Celebrity introduction video clip play
15:35 15:45 V70 mobile phone gem series screen outer ring giving ceremony 15:45 15:50 Mr. Lu Lei and Mr. Li Weisen released the V70 best gem outer ring
15:50 16:00 Li Jingxian, Sales Director, China Communications, Motorola Electronics Co., Ltd.
Sheng and Mr. Li Yusen, President of Hengxin Diamond Palace, draw a lottery
16:00 - 16:30 The end of the conference, guests to see the best gem outer ring
Project Evaluation
Summary of effects:
● Initiated a large number of media reports, and received more than 300 media clippings from across the country, and more than 20 TV reports, maximizing the delivery of key information to consumers.
●Strongly promote sales, the V70 started to snap up from the beginning of the listing, and continued to heat up throughout the year, becoming the biggest player in Motorola's overall share of China's mobile phone market in 2002.
● Promoting brand image building, the launch of V70 became a milestone after V998, helping Motorola to consolidate its position as a leader in mobile phone fashion, and triggered a wave of manufacturers rushing to launch fashion phones.
● Winning numerous praises, after the launch of the V70, it won many honors in various awards at home and abroad. Such as the American Industry Association Outstanding Design Award, Sina's annual mobile phone survey fashion mobile phone award, etc.
● Promote the development of industry and social culture, and become the iconic product of the mobile phone industry in 2002, which will drive all brands to offer more outstanding products. And it has formed a wide range of social effects, promoting people's pursuit of high-quality life, pay attention to the taste of consumerism.
Media summary
From the Beijing Youth Daily, the January 16th, 2002 news edition:
<Inspiration, folding fan from the East - Motorola V70 brings a new revolution in mobile phone design>
You can not like it, you can also pick it up, but you have to admit that the strong visual impact it brings and the ingenuity embodied in the product design are indeed worthy of praise. Seeing it, you will sigh in your heart: mobile phone, it can be like this! ...
From Phoenix Weekly, March 20XX
<Form is above everything else - a sensory feast of the Motorola V70>
Transparent keyboard, deep blue screen, and its name Revolution - If your English is very good, you should know that it is not only "revolution", but also the meaning of "360 degree rotation". In other words, everyone else uses a flip phone, and you turn the phone in a rotating way. This is a small movement, and you become different. ...
Even today, when the new mobile phone is dazzling, we still have to admit that the V70 is indeed the most amazing and even the most incredible mobile phone we have ever seen.
The words used by the media to describe this product are “subversion” and “revolution”, breaking the old tradition and surpassing the ordinary fashion. The dazzling V70 is the true star of 20XX. Clicking on Sina.com during that time will reveal that there is a "V70" in the most popular search terms. What it brings to the entire market is a real storm. In this storm, the V70 subverts your vision. And subverting your heart is spreading.
Part 2: Product launch plan
One. Activity purpose
1. Carefully build the China ** fashion festival, focus on improving the overall image of China ** at home and abroad, vigorously promote the trend of China's fashion, and in-depth study of the development prospects of the industry and its countermeasures;
2. Create a new era of high-quality products, put an end to the rudeness, strive to improve the ** quality credibility, effectively stimulate consumer demand, and promote China's ** to the world;
3. By signing the "Sanya Declaration", the "China ** Integrity Alliance" was established.
4. Effectively shape and promote Sanya's "fashion, beauty, romance" city image and vigorously promote the development of tourism in Sanya.
two. Activity element
1. Event name
China **20XX New Product Launch Conference and Development Forum
2. when and where
January 9-10, 20XX, Howard Johnson Hotel Sanya, Sanya, Hainan Province
3. activity theme
"China ** - Meeting the arrival of the boutique era"
4. Participants
Leaders of national industry associations, leaders of Hainan Province and Sanya City, representatives of well-known ** and related manufacturers at home and abroad, domestic and foreign jewellery experts and scholars, celebrities and special guests, media reporters.
three. organization
1. Organizers
Host: China Jewelry and Jade Jewelry Industry Association
Hainan Provincial Department of Commerce
Sanya Municipal People's Government
Fashion Media Group
Undertake: Sanya Hairun Jewelry Co., Ltd.
Bazaar Jewelry Magazine
New Silk Road Modeling Agency Guangzhou Branch
Beijing Jianan Xinhe Culture Development Co., Ltd.
Hainan ** Culture Film and Television Communication Co., Ltd.
2. Organizing committee
Honorary Director:
Sun Wensheng, former Minister of the Ministry of Land and Resources, President of China Jewelry and Jade Jewelry Industry Association, Deputy Director of the National People's Congress Agriculture and Rural Work Committee
Jiang Zelin, Member of the Standing Committee of the CPC Hainan Provincial Committee and Secretary of the Sanya Municipal Committee
Li Guoliang, deputy governor of Hainan Provincial People's Government
director:
Sun Fengmin, Vice President and Secretary General of China Jewelry and Jade Jewelry Industry Association, Deputy Director of Jewelry and Jade Jewelry Management Center, Ministry of Land and Resources
Zhenzhen Hainan Provincial Department of Commerce
Wang Yong, deputy secretary of the CPC Sanya Municipal Committee, mayor of Sanya
Executive Director:
Li Baiqing, deputy mayor of Sanya
Li Longsheng, Director of the Department of Commerce, Hainan Province
Liu Jiang Fashion Media Group Co-President
Secretary General:
Shi Hongyue, Deputy Secretary General, China Jewelry and Jade Jewelry Industry Association
Zhang Shizhong Chairman of Sanya Hairun Jewelry Co., Ltd.
3. Working Organization
The organizing committee will set up nine functional working groups, including co-ordination operation, liaison reception, news promotion, conference production, ** forum, new product release, golf tournament, finance, security, etc., to organize the event and entrust a professional cultural company to operate.
four. Support media
1. Online media
China Jewelry Network, Nine Diamonds Network, Sina.com, NetEase, Sohu, Tencent, Yahoo China, China.com, Xinhuanet, Hainan Online, Century Frontline, Kaidi Community, Tianya Community, etc.
2. Print Media
Fashion, Bazaar Jewelry, China Business News, Yangtze River, CBN, 21st Century Business Herald, Gold Card Life, Premium UP, Xinhua Airlines, Oriental Women, Ruili, Fashion, China Apparel, New Modern Pictorial, China Wing, ELLE , Hong, Jinghua Times, Hainan Daily, Sanya Morning News, Haifeng Xiaoyao and so on.
3. TV Media
CCTV, Beijing TV, Hainan TV, Travel TV, Sanya TV, Phoenix TV, etc.
4. Industry media
Chinese gems, jewelry and fashion, Chinese and foreign jewellery fashion, China Gold News and so on.
Fives. Theme activity
1. Sanya City Government welcomes dinner - please come to the ends of the earth
Give guests a warm and elegant welcome with local characteristics, arrange relevant leading speeches, national style performances and other content.
1) The host will give an opening speech and announce the start of the welcome dinner;
2) Introduce the main leaders and VIPs present at the venue;
3) Sanya City leads to a welcome speech;
4) Speech by industry association leaders;
5) Free eating;
6) Hosting, hosting, co-organizers leading the toast;
7) Musical accompaniment performance;
8) The moderator announces the next day's event schedule.
2. Signing Ceremony of the "China-Japan Sanya Declaration"
In order to gradually improve the image of China's ** market, establish the brand status of China ** in the market, strengthen the self-discipline of China's ** industry, cultivate China's soft culture, promote the ecological environmental protection of China's growth, and promote the Chinese industry. The capacity for sustainable development is specially formulated in the Sanya Declaration.
The participating ** merchants voluntarily signed the "Sanya Declaration", and on this basis, the contracted merchants formed the "China ** Integrity Alliance", which will also become an important achievement of this year's ** annual meeting.
3. China **20XX Media Meeting
Arrange the China Jewelry and Jade Jewelry Industry Association, the leaders of the Sanya Municipal Government, the Fashion Media Group and the responsible person of the Organizing Committee, the spokesperson of the Chinese ** industry, and the famous Chinese actress, Ms. Zhao Yazhi, to meet with the media reporters who participated in the event and through the Internet or The format of the live TV broadcast introduces the Sanya Declaration and activities and answers questions from reporters.
1) The host opens a welcome speech;
2) The Executive Secretary of the China Jewelry and Jade Jewelry Industry Association introduced the event, scale and features;
3) The Deputy Secretary-General of the Association introduced the design style and characteristics of the new product of this annual meeting;
4) The Vice Mayor of Sanya briefly introduced the history of Sanya's fashion brand;
5) Hainan Business Director briefed on the development of Hainan brand;
6) The vice president of the association briefly introduces the development direction of China**;
7) The leaders attending the meeting answered questions from reporters;
8) The moderator invites journalists to participate in the China-** International Forum on Development.
4. China ** Development Forum TV talk show
It is proposed to invite the leaders of the tourism satellite and jewellery industry, the leaders of Sanya City, experts and scholars at home and abroad, and representatives of jewellery manufacturers to explore the importance and necessity of the boutique route of the Chinese ** industry through the form of TV interviews.
1) The moderator announces the beginning of the forum and the opening words;
2) The host introduces the main leaders and VIPs;
3) Representatives deliver keynote speeches;
4) The moderator will make a concluding remark and announce the end of the forum.
5. Bazaar Jewelry - Fashion and Win-Win Theme Dinner and Award Ceremony
A self-service open-air Bazaar jewellery fashion black and white dinner was held to present awards to the industry's annual figures, as well as to the leaders, guests, representatives and journalists who participated in the event.
1) The host opened the symposium and welcomes the leaders and guests from all walks of life to participate in the Bazaar jewellery fashion dinner;
2) The guests are free to eat;
3) The host introduces the arrangement of the new product launch event;
4) The host reminds the guests to go to the new product release site.
6. China **20XX New Product Launch Conference - Popular Type Show
The model of the new Silk Road model institute will walk in turn to showcase the new ** new products launched by well-known manufacturers, as well as the high-end ** boutiques, as well as the relevant corporate and brand background. The presentation and venue atmosphere are demanding, elegant, and distinctive. At the end of the show, the main leaders, VIPs and representatives of the publishing companies will be arranged to take photos with the models.
1) The host opens the forum and introduces the main leaders and guests;
2) China** 20XX new product release;
3) The main leaders, VIPs and representatives of the publishing companies took the stage to take photos with the models.
7. China ** New Assets Launch Conference
It is recommended to remove the professor's introduction of the latest domestic and international ** links, and propose to open the official website of the China ** Forum, release the latest industry news and the latest product comprehensive information.
1) The host opens the forum and introduces the main leaders and VIPs;
2) Introduce the latest information at home and abroad.
six. Activity items and schedule
date
time
Activity project
location
Saturday, January 9
10:00 - 24:00
Guest representative
Howard Johnson Hotel Guoguang
18:00 - 20:30
"Please come to the ends of the earth" welcome dinner
January 10
on Sunday
10:00 - 10:30
Signing Ceremony of the "China-Japan Sanya Declaration"
10:50 - 11:40
Media Press Conference
12:00 - 13:00
Arranging leaders and reporters for Chinese food
15:00 - 17:30
"China International Development Forum" TV talk show
18:00 - 20:00
Bazaar Jewelry Fashion Dinner and Awards Ceremony - Fashion and Win-Win Theme Dinner
20:00 - 21:00
Part Three: "On the Road Bamboo Green" New Product Launch Conference Plan
I. On the corporate background of Zhu Yeqing
Founded in XX, Sichuan Emeishan Zhuyeqing Tea Co., Ltd. has total assets of more than 105 million yuan, 100,000 mu of tea garden and tea production base, and annual production of 1,500 tons of famous green tea. It is a key enterprise in Sichuan famous tea production.
In XX, “Bamboo Yeqing” won the title of “Sichuan Famous Brand Product”; in 20XX, the company passed the ISO9002 international quality system certification. In the same year, the “Bamboo Yeqing” series of products were approved to use the green food mark.
In 20XX, the company introduced Japan's latest automated tea refining production line, which is mainly used for the processing of bamboo leaf green series famous tea, which improves the quality of finished tea, makes bamboo leaf green tea have a distinctive style, and more importantly, air purification management, making tea More excellent.
Zhuyeqing Company is not only the leading enterprise of national agricultural industrialization, but also an important implementation unit of Leshan National Agricultural Science and Technology Park. It undertakes the heavy responsibility of the construction of tea science and technology park. The company strives to make “Bamboo Yeqing” become a famous brand in the near future.
Second, the public relations target
“Ping Normal Heart” has always been the corporate brand connotation of Zhuyeqing Tea, and the “On the Road Bamboo Leaf Green” launched this time, in line with the main purpose of making a big brand with a normal heart, is intended to launch a new national and even world-renowned high-end green tea brand.
Different from the meditation and taste level positioning in the middle and high-end, the company launched the brand of the road, the target customers directly point to high-end customers.
Maximize the brand awareness and influence of Zhudaoqing, and strive to build the theory into “the first luxury brand of Chinese tea”.
With the tourism advantage of Emeishan, we cut into the new tea culture format of leisure and sightseeing products, and created Zhuyeqing as a model enterprise for the successful operation of the tea brand.
Opening up new sales entry points, giving the bamboo leaf green tea a deeper and newer brand connotation, so that it has new opportunities and new markets in terminal sales.
Third, the event theme and slogan
Nothing is more soluble in water than tea, nothing is closer than water. The soul of the tea enters the water, the soul of the water enters the heart, and the soul of the heart enters the path. Tea people are eager to return to nature and always pursue innocence. The tea man revives the soul of the tea, and the tea awakens the soul of the tea. One flower, one grass and one tea can be clearly seen. If people and tea do not feel, the so-called tea ceremony is just a joke. The tea ceremony is humane. If people don't stand, tea is not enough. Smile, smile and drink tea. The product is clear to the clean tea, and the spirit of the spirit is quiet. Therefore, the theme and slogan of Zhu Yeqing’s event was confirmed.
Theme of the event: To talk about tea and to understand life.
Activity slogan: normal heart, bamboo leaves green.
Fourth, event planning
Activity theme
This event is mainly to launch the high-end green tea brand, which is based on the bamboo leaf green. In addition to this, there are several main purposes. The main purpose of the activity is mainly reflected in the following four aspects.
1. To talk about tea and to understand life. Emei Mountain has thousands of years of Buddhist cultural traditions. The Buddhist Zen and the "normal heart" of Zhu Yeqing have a good point of convergence. The combination of the Buddha's nature of Mount Emei and the brand connotation of Zhuyeqing will spread together.
2. Establish a new tea industry model for integration of production and marketing, integrate tea farmers around Emei Mountain Area, achieve unified management, ensure the yield and quality of tea, and help local tea farmers to develop a more scientific development path to create more material wealth. .
3. A successful life comes from the peace of mind, drinking bamboo leaves, listening to the Buddha's Zen language, returning to the most pristine peace of life.
4. Zhu Yeqing has become the leader of Chinese tea production enterprises with the sales of nearly 100 million yuan of individual commodity tea. “Bamboo Yeqing” is not only the first brand in Sichuan Province, but also a famous brand of tea in China. Based on such strong economic strength, the brand of Zhu Yeqing was launched to establish the position of Zhu Yeqing in the high-end brand of tea.
Activity time: 10:00 am, November 23, 20XX
Venue: Emeishan Hot Spring Hotel.
Activity implementation steps:
Beginning in November 20XX, the Propaganda Department will release new information to the Huaxi Dushi Bao and Sina.com. He also made a series of propaganda with "Taking tea on the road, feeling the life", "cultural inheritance, building China's first tea house", "focusing on agriculture, rural areas, and seeking common development", "bamboo green, and loving".
On December 18, 20XX, the company's propaganda department published a press conference in the newspaper and began to issue invitations. On December 21, the Propaganda Department published a list of guests in the newspaper. On December 22nd, the public relations department telephoned the guests to confirm whether they could be present.
On December 22, 20XX, the Logistics Department arranged a meeting place at the Hot Spring Hotel. From the hotel entrance, we visited the viewing tea tree to the meeting hall along the road. The whole meeting place was arranged in the tender green of bamboo leaves, and the two sides of the meeting hall were separated by carved screens. There is a screen with "tea theory" and "history of tea culture development". On the right, there is a screen with "Bamboo Yeqing company development history" and "Bamboo leaf green story". A medium-sized fluorescent billboard is placed at the entrance of the hall, and the contents of the billboard are the main points of the four events of the press conference. Debug the electronic screen of the stage background, and test the content of the road-level bamboo leaf green advertisement and the bamboo leaf tea tea propaganda film.
Arranged guests and reporters: The guest is the general manager Xu Xintao, the right one is the deputy governor of Sichuan Province, the left one is the director of Leshan City Agriculture Bureau, the second is the deputy mayor of Emeishan City, and the general manager of Zuo Ermei Group. The third from the right is the director of the Leshan City Agriculture Bureau, and the third from the left is the abbot of Wannian Temple. After the guest seats, they are the guest seats and the media seats. Put a box of bamboo leaves and new products on the speech table on the stage, the trademark is facing the media. Each guest table and the press room and the guest table are placed on the bamboo leaf green tea and tea cakes. In the press room and the guest table, we will visit a small box of new products as a gift. Each person attending the meeting must wear a bamboo leaf green tea type badge. In addition, set up tea performances and guzheng accompaniment in the right hand of the conference hall to create a rich tea culture atmosphere.
At 8:00 am on December 23, 20XX, Zhu Yeqing attended the meeting in advance and re-examined the venue to arrange and debug audio-visual equipment. At 9 am, the hostesses were in place. At 9:10, the guests started signing in. At 9:50, the guests were given information on the products of Zhuyeqing and the information on the tea of the abbot of Emei City Wannian Temple, as well as the propaganda materials of the information on the mode of production, supply and marketing, and the scenery of Zhuyeqing Tea Garden.
At 10 am, the host appeared and the press conference officially began. At 10:5, the general manager gave a speech. At 10:20, the special guest Wannian Temple abbot master opened the new product appearance for the company and expressed his best wishes. At 10:30, the deputy governor of Sichuan Province delivered a speech. At 10:45, I started to answer questions. At 11:15, the tea performance began. At 11:30, the conference ended.
After the meeting, the hostesses will lead you to the Zhuyeqing Tea Garden to eat, and then visit the garden after the meal. .
The guests invited to this event mainly include:
Political leaders: Vice Governor of Sichuan Province, Director of the Agricultural Bureau of Leshan City, Vice Mayor of Emei City.
Business leaders: Chairman of Sichuan Fine Group, Director of Finance Department of Leshan City, General Manager of Leshan Tourism Bureau and Hot Spring Hotel.
Head of Industry Research: China International Tea Culture Research Association, China Tea Circulation Association, Sichuan Tea Culture Association.
Special guest: Wannian Temple abbot.
News media: Sina.com, Huaxi Dushi Bao, Sichuan Economic Channel, Chengdu Business Daily, Emei TV, Emei Daily.
V. Budget
1. The hall rental fee is 5,000 yuan / two days.
2. The production cost of the screen is 300 yuan/piece, a total of 24.
3. Fluorescent billboards and banners total 1,000 yuan.
4. On-site refreshment 3,000 yuan.
5. Viewing tea tree back and forth shipping costs 500 yuan.
6. Tea-shaped badges are custom-made for 5 yuan/piece, a total of 50.
7. The photocopying fee for promotional materials is 300 yuan.
8. 50 gifts for the conference, a total of 5,000 yuan.
9. Pick up and drop off guests to the tea house to visit the fuel fee of 200 yuan.
10. Give special guest gifts a total of 10 boxes of Taoist tea and 10 boxes of premium tea cakes, a total of 10,000 yuan.
11. The lunch fee for the guests is 200 yuan / person, a total of 10,000 yuan.
12. Wannian Temple incense costs, 100,000 yuan.
13. The invitation fee is 50 yuan.
14. Inflatable hot air balloon rental fee of 500 yuan / month, 4, a total of 2,000 yuan.
15. Tea performance fee is 5,000 yuan.
16. Newspaper advertising costs 8,000 yuan. Sina.com and Huaxi Dushi Bao have a face fee of 500,000 yuan.
17. Huaxi Dushi Bao special report fee of 20,000 yuan.
17. Emergency lunch 1000 yuan, gift preparation 10 boxes count 1000 yuan. Another set of spare audio and video equipment set 1000 yuan / two days, a set of tents, 2,000 yuan.
A total of 682,500 yuan.
6. Execution risk and forecast
During the course of the activity, you may encounter a variety of unexpected situations, and you must prepare in advance. After repeated consideration, the main risks and countermeasures are as follows:
1. Some important guests may not be present. If the director of the Sichuan Agricultural Bureau cannot be present, the director of the Leshan Agriculture Bureau will speak, and so on.
2. There may be a reporter asking questions at the scene, asking them to check the promotional materials or interview after the press conference, telling them that there is an hour of reserved interview time after the press conference, and will not answer immediately.
3. On-site equipment failure, and rent an audio-visual equipment for backup.
4. Bad effects of the weather. Check the weather forecast in advance. If there is rain, build a temporary canopy at the door to place the screen and the viewing tea tree.
5. Guests may not be present on time due to weather or traffic. You can watch the tea show first and then press the press conference. If the guest has not been able to attend the show after the performance, and coordinate with other guests, start the conference.
Part 4: Product launch plan
First, the purpose of the event: through the promotion of summer sales of goods - beer, to promote popularity, set off the high-rise of the off-season promotion. The beer promotion and the “Beer Night” throughout the Oktoberfest are two major promotional themes, and the concept of supermarket summer market and active community cultural life is proposed.
Second, the overall marketing plan for beer:
1. Promotional form:
Time: July 1st to July 30th, 20XX
Venue: Promotional area in the store and gift area outside the store
Product Promotion Organization:
During the promotion period, each manufacturer is required to provide special support for goods.
Buying gifts as the main form of promotion, requiring manufacturers to provide specific ways to buy gifts, customers buy the brand to buy more gifts, set up a gift station in the gift area outside the store, such as customers to buy Yanjing beer three pieces, etc., strengthen Buy a much more affordable volume concept. Other brands in the giveaway area can also arrange free tasting and other promotions.
The products are displayed in accordance with each brand as the standard unit, so that each brand has a pile of heads and expands its product image. Each manufacturer must ensure that the supply is abundant and the price advantage is obvious. Each stack has a promotional promotion key.
Event exhibition brands: Yanjing, Budweiser, Baisha, Qingdao, Baker, Pearl River, Corona, Blue Ribbon, Heineken, Sun Beer, etc.
Programme of activities
1) During the event, Taiwan will be the center, and the sales promotion will be the main form. The free-to-sell, prize-winning competition, prize-winning participation, and performances will be performed.
2) The opening ceremony and closing ceremony of the supermarket will be undertaken by the factory.
Event promotion
2. Theme: Beer Carnival Night
3, the main slogan: drink a beer to a friend
Buy more, more affordable
4. Media promotion:
1) TV special promotion advertisement
2) Invite the media to conduct special reports and invite other provinces and municipalities to report on “Beer Night” to explore the topic of “supermarkets provide rich nightlife for the community”.
3) Produce a radio special advertising tape, which will be broadcasted in the store's broadcasting room.
4) Broadcast time: play around the clock
5, DM
1) Launched the DM Beer Festival special edition advertisement, and told all the brands of beer in the form of purchase and beer night activities.
2) DM price needs to reflect 20,000 copies of the lowest price of beer in the city, and widely publicize
6, the atmosphere layout
1) The overall atmosphere inside and outside the store layout, rendering a lively shopping atmosphere
2) Hanging manufacturers outside the store congratulate the balloon and place the beer model
The store offers preferential conditions for participating in the "Beer Night" supplier
1, can get a free pile in the main promotion channel
2, the central office promotions can enjoy the best rent
3, can enjoy the sale of the brand "Beer Night" in the middle of the sale of the tasting event
4, free to play ads in the back wall of the hall
"Oktoberfest" large hall event
Activity time: July 20th... August 12th
Main contents of the event:
"Beer Festival" opening ceremony
"Beer Night"
"Beer Festival" Closing Ceremony
"Beer Festival" opening ceremony
Activity time: 7:00 pm on July 20th...8:30
Form of activity: party
Event Organizing Committee members: Deputy store manager and regional managers
Chief conductor: store manager
Activity content: composed of four themes
1. Announce the opening of the "Beer Festival" and introduce the following contents:
1. The time of the "Beer Festival"
2. Beer brands participating in the exhibition
3. Preferential policies during the event
4, "Beer Night" in the hall activities and daytime store activities
Second, beer legend, introduce the following content
1. Beer brewing process
2, the origin of beer
3. History and performance of several brands of beer
Third, the beer show: several kinds of beer, magic, acrobatics
Fourth, singing and dancing performances: beautiful voice, nationality
Performing Arts Requirements:
1. The natural integration of several activities, highlighting the theme of “Beer Carnival Night”
2, the performance style is high artistic, the theme is novel and fashionable, and the cultural connotation is deep.
Venue: 1. There is a performance stage in front of the middle hall.
2. VIP seats in front and auditoriums on the right
3, the ice bar is set to the seat
Specific implementation rules:
Manager responsible for matters:
1. Contact and organize performers and presenters
2. Contact the news media for reporting
3. Invite VIPs: city leaders, center leaders, supermarket leaders
4. Director of the entire event.
Food District Manager is responsible for:
1. Arrange and determine the advertisement for the back wall of the middle hall
2. Provide on-site beverages
3. Invite dealer representatives to watch the show
4. Collect beer information: brewing process of beer, origin of beer, history and performance of several brands of beer, etc.
Personnel manager responsible for matters:
1. Broadcasting in the store
2. Arranging excellent employees to attend the staff to watch the performance
3, etiquette reception work
4, close the work
Destruction Manager Responsible Matter: Maintaining Order at the Site
Planning department manager responsible matters: venue effect layout
Purchasing Manager Responsible Matter: Program Planning and Venue Arrangement
Beer night
Event theme: titled by a beer company
Activity time: July 20th to August 12th, 19:00 to 20:30
Activities:
First, the draw
Second, beer legend
Third, the beer show
Fourth, beer knowledge answer
Five, a variety of drinking beer competition
Six, beer reviews
Seven, fun games
Lottery
Activity 2: Beer Legend
1. Introduce the history, brewing process, taste, performance, etc. of the brand beer by the host
2. The form of the dance drama
Beer Show>Event 3: Beer Dance
Activity 4: Live Wine Show
Activity 5: Alcoholic performance...
Activity 6: Beer knowledge answer, please on-site customer participation activities, a bottle of award-winning beer.
Beer competition
Activity 7: Super Wines Competition: Please participate in the event.
Competition rules: 1) 10 customers were selected and divided into two groups of 5 people each.
2) Each player puts 3 beers at each table.
3) The players use the mouth to bite the paper cup to see who is the fastest to drink.
Prize: two super wines, 1 box of beer
10 participating prizes, 3 bottles of each award beer
Activity 8: Wine King Championship: Please participate in the event.
Rules of the game: 1) Please ask 10 players
2) The task of each player is: who drinks the most in 1 minute
3) The fastest is the wine king of the night
Award: Wine King: 3 boxes of award beer
Winning prize: 1 box of award beer
Participation award: set 8 people, award beer half box
Activity 9: Beer Review
Rules: 1) Pour different brands of beer into several cups, participants will taste
2) See who can separate
3) After the results are announced, please let the professionals comment
Fun game
Activity 10: Drumming and drinking: Please take out eight customers to participate in the event.
Rules of the game: 1) The staff blindfolded and drummed back to the customer
2) 2 cups of beer at each table
3) The drums began to pass, and the customers who drunk the drums to the beer had to drink a glass of beer at their desk.
4) After ten drums, the game is over
5) Results of the competition: There are two cups in front of the table for the winning prize, and one cup for the encouragement prize, and the winner can also get the participation prize.
Award: Winning Prize: A box of award beer
Encouragement Award: Award Beer Half Box
Participation Award: Two bottles of award beer
Activity 11: Blindfolded glasses of wine: Please appear in the event of customer participation
Game rules: 1) Please invite 6 couples or friends to participate in the event
2) One male and one female station, blindfolded, the distance between the two ends is 8 meters
3) After the start of the announcement, the drummers take a step closer to each side, and after 6 steps, they hit the long drums.
4) The result is a winner and a participation prize. The winner is the winner of the cup, and the participation prize is the participant.
Award: Winner: 2 pieces of beer
Participation Award: 1 Prize Beer
Programme of activities:
1. Submit the planning activities and time and place applications for the beer night by each exhibition brand.
2. The order of each session is arranged by the marketing class.
3. During the event, a beer brand will host a beer night outfield promotion every night. The stage will be the center, and the sales promotion will be the main form, interspersed with free tasting, prize-winning competition, prize-winning participation, and performances. The atmosphere of the night market will be fully mobilized.
4. The food, fresh food, food street and other courses in the store will be accompanied by the night market to carry out corresponding promotion activities.
Third, event promotion
1. Theme: Beer Carnival Night
2. Subject slogan:
Drink a glass of beer and a "summer"
Buy more, more affordable
3. Media promotion:
TV special promotion advertisement
Use the existing media, such as the heart of the 258, to conduct special reports, invite other provinces and cities to report on "Beer Night".
4. Atmosphere layout:
The overall atmosphere inside and outside the store layout, rendering a lively shopping atmosphere.
The Chaoyang store sells outside the store to congratulate the balloon and place the beer model.
Purchasing Department Marketing Division: Responsible for all brands to buy gifts and activities and beer night activities;
Liquid Division of Purchasing Department: Responsible for the invitation of exhibitors, special negotiation, and supply guarantee;
Store: responsible for determining the manufacturer's head position, gift grade, beer night security, stage layout, audio, etc.
Planning Division: Responsible for the production of the Oktoberfest planning plan including the atmosphere layout design inside and outside the store, the uniform display design in the store, the kanban effect on beer origin and beer knowledge;
Marketing class: responsible for issuing beer festival media promotion programs including hard advertising creative texts, placement planning and soft advertising.
Fourth, the cost budget:
A. Items available for manufacturers to choose:
1 DM special edition ad cover 4,000 yuan / version of the page 3,000 yuan / version
DM single product advertising 800 yuan / support
2 in the store
400 yuan / heap / shop
3 Beer Night 500 yuan / night
4 promotion desk 20 yuan / day
5 field balloons, models
B, the supermarket bears the cost:
1, media costs
2, DM fee
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