Brand promotion plan

Part 1: Brand Promotion Plan

First, the market background

Industry background

Namely: based on the collection and analysis of background information such as policies, regulations and industrial development trends of the entire industrial automation control industry and related industries. for example:

With the large-scale production and production management of power, petroleum, metallurgical and other industries, equipment and management systems need better coordination to improve efficiency and reduce costs. Professional automated management and control systems are required in these industries.

The overall power shortage situation in China will further expand the scale of construction and production of the power industry. The further optimization of thermal power plants will provide a broad space for professional automation control enterprises to enter the industry.

National support and support policies for automated control systems such as DCS

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2. The overall market environment

According to the overall strategy of our company, it is the core business of our company to provide “complete complete solution for thermal engineering automation” and “complete integrated solution for management and control” for power plants. Then based on the domestic competition of the power industry and our core business. This is the middle environment we want to collect and analyze.

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3. Regional market environment

In response to the company's recent strategy, the regional target market for the development of the project, in-depth understanding of the region's power industry technology level, management level, target customer status, competition and other circumstances. This is the micro-environment we want to collect and analyze.

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Second, based on the research report of the regional market environment analysis

According to the company's marketing strategy, for further market research on the target regional market, the following steps are taken:

1. Visit by relevant government authorities

2. High-level leaders of power companies visited and discussed

3. Technical personnel and general management personnel of power companies visit and discuss

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Where possible, a questionnaire may also be used.



Third, the goal of promotion planning

Targeting the target market, through the system's image packaging, promotion and promotion, accurately disseminate the brand image and technical service advantages of “********”:

The first phase of the goal: overall brand promotion, so that the "****" brand to reach a wider public awareness;

Medium-term goal: advantage/selling point promotion, let “****'s technology and service advantages” reach the target public's deep awareness and attention;

The ultimate goal: expert peer-to-peer communication, so that "**** technology and service advantages" to achieve the recognition of the target public and generate cooperative behavior such as purchase.

Fourth, corporate image design - build a comprehensive corporate image recognition system

The CIS strategy has long been the basis for the management, management, and promotion of enterprises. The comprehensive introduction of CIS is to give the company a unique label and create a unique personality.

1.MI

MI is generally considered to be the “spiritual belief” and “supreme constitution” of a company. In the promotion and promotion, it is mainly used for the overall publicity of the corporate image, telling the public what is the reason why the enterprise exists, and what is the business purpose of the enterprise?

2.BI

BI is generally considered to be a “code of conduct” for companies, similar to “laws under the Constitution”. In terms of publicity and promotion, some unique and innovative codes of conduct and employee behaviors tend to be the highlights of the publicity, telling the public that “we can do what other companies can't do”, “we can provide some special” and so on.

3.VI

VI is generally considered to be the basis of all corporate promotion work, and he is equivalent to the "clothes" and "line" of people. A company without a VI is equivalent to a person who does not wear clothes, and it is difficult to make a deep first impression. The first impression is very important in the promotion, so VI is the basis of all publicity and promotion work. Tell the public that "our business is like this" or "such a business is us" and so on.

The three major systems constitute the complete CIS, which is the premise of our promotion and promotion plan, which ensures that the specific promotion work forms a unique “******** brand in the aspects of copywriting, design, communication and communication. ".

V. Planning propaganda ideas and ideas

1. The concept of brand promotion

Based on the actual situation of the project, preliminary considerations should follow the following three principles:

Science, rationality, professionalism

Namely: using "scientific" data and analysis as the basis;

Prove the advantages of the enterprise with the logic of "rationality";

Communicate with customers with the level and temperament of “professional” consultants.

The above three principles can be reflected in a theme advertisement or a whole image in the overall brand promotion. For example: "******** - Power plant automation experts", an expert should basically integrate the above three characteristics.



2. Project advantages

From the perspective of planning and publicity, the selling point needs to be designed. In general, the principle of designing selling points is less and more refined. From the actual situation of ****, I should at least design the following selling points:

**** technical advantage

**** service advantage

Special value-added services

The selling point design must follow the "this is what customers need most, and it is exactly what we have".

These selling points will be particularly important in the second phase of promotion and peer-to-peer communication, which requires simplicity and clarity.

3. Brand promotion ideas

Integrate various propaganda methods and focus on “selling points” with scientific, rational and professional concepts. Focus on pertinence, including group and regional targeting, such as the “integrated brand promotion” stage, which can focus on the areas of industrial enterprise clusters, airports, highways, etc. In addition, different stages of brand promotion, different key publicity, etc. .

Sixth, regional market staged promotion plan

According to the company's overall marketing strategy, the marketing strategy should be closely coordinated. Assuming the company's overall marketing strategy is "regional market one by one," the initial concept of the marketing plan is as follows:

1. The promotion stage of the overall brand image of the regional market

Promotional content: Focus on the overall strengths and overall image of “********”, publicize the website of **********, etc.

Target audience: a wider public, including: industry public, business people concerned with technical information, intellectual class, etc.

Promotion area: target area market

Media: provincial and key municipal media, internet, industry professional media, large outdoor billboards, television, radio, etc.

Way: Take news speculation as the main, take care of hard advertising

Outdoor brand image advertising

Create hotspots through news events such as expert seminars, comments, and technological innovations, causing media attention to report;

And supplemented by paid soft news...

2. Regional market "advantage / selling point" promotion stage

Promotion and promotion content: focus on publicity **** technology and service advantages

Target audience: industry public, scholars, relevant government officials

Promotion area: target area market

Media: Product brochure, service manual, **** newsletter, etc.

Provincial or provincial level mass media news hype, etc.

Online media

Newspapers, magazines, media, television, radio stations in key areas

Industry professional publications

Outdoor media near highways and power plants

Way: hard advertising, supplemented by news hype

Direct communication with target groups through technical briefings, technical training/discussions, etc.

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3. Expert peer-to-peer communication

Promotion content: comprehensively introduce the technical, service advantages and value-added service advantages of ****, provide guidance and consultation on cutting-edge technical information, and strive to facilitate the transaction.

Target audience: Target customers with initial intentions, including: purchase decision makers, proponents, users, etc. of corporate customers

Media: All the information that the company can release, strive to let the target customers fully understand the advantages and corporate culture of the company.

The “bid” for bidding is also an important media for communication...

Means: comprehensively and comprehensively embody the three communication principles of “scientific, rational and professional”, and comprehensively spread the overall advantages of **** with the image of experts;

Accurately judge the role division of the enterprise user negotiation team, and be good at grasping the key points.

Seven, various stages of advertising topics and news topics

Eight, media plan

9. Promotion budget

X. Attached files

1 CI program

2. Advertising copy

3. Press release

4. ******** "The complete solution for thermal automation automation" seminar program

5. Regional market research reports

6. Product description and after-sales service information, information feedback data design and production

7. Various graphic, film and other advertising design

8. Sub-regional marketing implementation details

9. Website Management and Maintenance Program

10. Enterprise information dissemination and customer maintenance program


Chapter 2: Brand Promotion Plan

Planning background:

With the special moment of Christmas Eve and the playground with high traffic flow, we will carry out product and brand promotion activities for a famous high-end cake brand by taking advantage of the advantages of time, location, people and these three aspects.

Product positioning: low-key luxury

Promotion purpose:

Strengthen communication between brands and customers; increase brand awareness; collect market information; increase product sales;

4. Promotion method: on-site participation in activities, brand and product interaction

5. Promotion target: couples, couples

6. Promotion and introduction: to love as a point of appeal

Event planning program:

Theme of the event: a product, warm and romantic love

From the entrance to the playground to the design of the brand event site:

Arrange several staff members in uniform white costumes at the entrance of the playground to distribute love passes to all the couples who enter the venue. If you do not want to arrange for staff to distribute, you can also set a few special arrangements at the entrance of the entrance. Festival and brand product features promotional points, so that the couple come from before.

3. To create a brand-specific propaganda design:

Put some Christmas cards with romantic love stories in advance in the romantic places of the playground. The couple who found this mysterious card on the day of the event can pick up the special event at the designated event. A Christmas Eve cake, this link is mainly to create a romantic, surprise mystery for the brand, the number of cards can be determined by the organizer according to the size of the promotion activities;

Promotional design with the theme of the playground:

Playground concerts and carnival party arrangements can be used to promote the cake brand's panels, balloons, posters

Waiting for the stage layout, and interspersing some activities in the program, such as: answering the scene, answering questions about cake making, questions about love, etc.; sending a Christmas cake roll from the "Angel of Love"; Arrange a beautiful and moving program to interpret the beauty and intrinsic taste of the brand cakes promoted;

5. Promotional design of the event site activities:

In the venue next to the artificial snow-making field, it is suitable to carry out some live games that are fun and romantic and suitable for couples to play; other activities reference: several pairs of couples stand up to eat a red apple dropped with a rope, the fastest eat clean The couple wins; or, one of the couples gets a small note provided by the organizer, and the woman writes the word she sees on the opponent's palm, can only write it once, the speaker is fouled, the man needs to guess Write the words and tell the host, guess the winner to win; or, a couple of couples can choose one of the men and women, make a cake against the picture game, the materials need to be prepared in advance, and finally the fastest and most beautiful to win .

6. Promotional design of the event site:

Soft and beautiful light music is played on the spot, so that people who come to the scene can feel a romantic atmosphere of love, and at the same time match the elegant brand connotation of the cake. A piece of music seems to whisper in a touching way. Love story, the venue set up the booth can display beautiful tempting cake and write the introduction of the cake, the viewer can get a Christmas love commemorative card, two beautiful Christmas trees are arranged next to the venue, the couple are in the card Write your own love wishes and tie them on the tree to add a romantic color.)

At the same time, you can also invite on-site customers to fill out simple questionnaires and comments or opinions on the brand. In addition, all the activities mentioned in the previous 2, 3, 4, and 5 points are ultimately to attract customers to the brand. Promote the event site to deepen the understanding of the brand cake.

At the scene, you can also display the theme of "Christmas Eve Love" at 24:00 by LCD TV or display board. "Thank you for your love!" 24:00 activities, such as the venue can accommodate more than 30 people at the same time, you can host some live "true love" The big confession "Let the couples say each other their love for each other. Or in the form of a lottery, let the couple who won the prize say the most romantic thing in their love; let the "Angel of Love" teach everyone to use The sign language expresses "I love you"; each guest on the scene sends a hydrogen balloon, and both couples write "love vows" on the balloon. At 24:00, the host's host, release the balloon together, testify in the sky. Love between lovers.

7. Description of the program:

1.) Because of the high-level positioning of the cake, the price will be higher than the ordinary cake, how to combine the characteristics of the cake to sell high-end value, on the one hand, the manufacturing opportunity allows the customer to personally taste its special, on the other hand, It is also necessary to let customers know the meaning of the brand and love it.

2.) Among all the customer groups, couples and couples are the most likely potential buyers. On the one hand, the crowds on Christmas Eve to the playground are mostly young and middle-aged men and women. On the other hand, in order to express a sincere Love, people can not hesitate to pay, so the price of cake is generally acceptable to couples. As long as it can create this atmosphere, the meaning of cake on Christmas Eve, like the meaning of roses on Valentine's Day.

3.) All the design of the event revolves around the romantic and warm theme, which is what most couples want to feel, in order to deepen the love of such customers for the brand cake, which is conducive to future sales.

Finally, I hope that your company will successfully cooperate with the cake brand and launch this exciting and exciting product on Christmas Eve.


Chapter 3: Brand Promotion Plan

I. Introduction

In the past decade, China's economic development has brought about continuous improvement in people's material living standards. According to a survey conducted by the China Consumer Herald, the cost of cosmetic makeup for female nationals has increased by 5.9% compared to 1992. And some economists predict that the number of members of women who use their own beauty and makeup will increase in proportion, and some beauty cosmetics with high brand, high reputation and reasonable price will be more and more popular among consumers, for example. L'Oreal series cosmetics. It turns out that people already know that cosmetics are no longer a luxury, but a necessity in women's lives. In the gradual affluence of life, women pay more attention to their own dress, and hope to dress their life more colorful. This form has opened up the mainland market in L'Oreal cosmetics, expanded sales, improved efficiency, and created favorable market opportunities. At the same time, it also created the same conditions for other domestic and foreign brands to compete for the Chinese mainland market. How to develop in the mid-autumn competition, create benefits in the competition, and use what kind of method to make people know the L'Oreal cosmetics as soon as possible. It is an important topic that L'Oreal cosmetics agents and distributors can't ignore. Do a good job in the promotion of L'Oreal cosmetics. The continental system. There is a role that cannot be underestimated.

Second, L'Oreal series cosmetics market analysis

1. The establishment of the L'Oreal cosmetics market.

Although the L'Oreal series of cosmetics has been on the market for more than ten years and has a good sales volume abroad, it is still a new brand and a new variety for the Chinese mainland market. Relative to consumers, they prefer the cosmetics brands that have been available for a long time, and they have a great sense of trust in these makeup brands. Although the L'Oreal series of cosmetics has its unique performance, it is an urgent task to quickly establish its own market in order to gain the trust and appreciation of consumers. Therefore, in the short term, L'Oreal cosmetics should promptly establish the brand image of L'Oreal cosmetics brand when people are suspicious and wait-and-see attitude towards the “L'Oreal series cosmetics” of “foreign products”, and try their best to have their own unique image. Open up the wholesale market and realize the better positioning of L'Oreal cosmetics in the Chinese mainland market, forming a virtuous circle of promotion and development, opening up the transmission base of products, reducing circulation and improving product efficiency.

2, L'Oreal series cosmetics have established market analysis.

Although the L'Oreal series of cosmetics has entered the Chinese mainland market for several months, it still feels incomplete and meticulous in the market positioning. There are five reasons for this:

The propaganda offensive has not started, resulting in low visibility.

There is no propaganda campaign against products in the same industry, and roundabout measures are taken to establish brand characteristics.

After entering the mall, there is no supporting service.

The price is high, and the consumer's will and purchasing power are not well considered.

There is no clear theme in establishing the brand image of L'Oreal cosmetics.

However, because L'Oreal series cosmetics have the effect of medicines that are not available in general cosmetics, they can treat skin, soft skin, self-destructive skin, balance the skin secretion, resist UV damage and other advantages and characteristics. L'Oreal cosmetics brand image is unique and rich. It is very promising and possible to have its own advantages, such as emotion and attraction, as well as other foreign cosmetics that have a certain market in mainland China.


Article 4: Brand Promotion Plan

I. Analysis of the cosmetics market

1.1 Analysis of the characteristics of the cosmetics market

1.2 Cosmetics channel analysis

Analysis of cosmetic target consumer groups

2.1 Mass consumer groups

2.2 Special consumer groups

3. Cosmetic product planning 3.1 Cosmetic product form

4. Brand promotion strategy

4.1 Brand positioning

4.2 Cosmetic naming strategy

4.21 Product Naming Strategy

V. Cosmetic marketing promotion strategy

Cosmetic marketing channel strategy

Sixth, cooperation content

1. Cosmetic brand integration and brand planning

1. Brand concept extraction and positioning;

2. Brand story and culture establishment;

3. The core value proposition of the brand;

4. Brand core appeals and slogans

2. New product listing plan

1) Determine the target market and product positioning.

Market analysis

Market positioning

3. Cosmetics promotion planning

Formulate a promotion outline

Promotion task

Promotion goal

Promotion object analysis

Promotional investment

Seven, cosmetic image design:

Brand logo and VI design

A basic element system

B application factor system

Cosmetic brand image and cosmetic packaging design

Packaging design commercial photography product brochure design investment brochure design terminal design leaflet design poster design

Eight, cosmetics brand integration promotion plan:

brand strategy

Market strategy advice

Including market competitive advantage, market opportunity utilization, market occupation/expansion

Advertising Strategy

Including ad entry point, ad execution area

Eight, the establishment of cosmetics investment system

1) Cosmetics investment design

1. Product investment planning, investment advertising design, exhibition plan, soft writing of trade fair

2. New product listing meeting and investment planning and design

2) Cosmetics investment management

1. Investment promotion training plan

2. Agent training program

3. Investment contracts, forms and documents

4. Market personnel training program

Nine, Republican cosmetics brand full service:

Cosmetics planning, cosmetics planning, cosmetics planning, cosmetics planning, cosmetics planning company, cosmetics design

Cosmetics planning book, cosmetics event planning, cosmetics promotion planning, cosmetics VI design, cosmetic packaging design

Republican Cosmetics Planning Template

I. Analysis of the cosmetics market

1.1 Analysis of the characteristics of the cosmetics market

1.2 Cosmetics channel analysis

Analysis of cosmetic target consumer groups

2.1 Mass consumer groups

2.2 Special consumer groups

3. Cosmetic product planning 3.1 Cosmetic product form

4. Brand promotion strategy

4.1 Brand positioning

4.2 Cosmetic naming strategy

4.21 Product Naming Strategy

V. Cosmetic marketing promotion strategy

Cosmetic marketing channel strategy

Sixth, cooperation content

1. Cosmetic brand integration and brand planning

1. Brand concept extraction and positioning;

2. Brand story and culture establishment;

3. The core value proposition of the brand;

4. Brand core appeals and slogans

2. New product listing plan

1) Determine the target market and product positioning.

Market analysis

Market positioning

3. Cosmetics promotion planning

Formulate a promotion outline

Promotion task

Promotion goal

Promotion object analysis

Promotional investment

Seven, cosmetic image design:

Brand logo and VI design

A basic element system

B application factor system

Cosmetic brand image and cosmetic packaging design

Packaging design commercial photography product brochure design investment brochure design terminal design leaflet design poster design

Eight, cosmetics brand integration promotion plan:

brand strategy

Market strategy advice

Including market competitive advantage, market opportunity utilization, market occupation/expansion

Advertising Strategy

Including ad entry point, ad execution area

Eight, the establishment of cosmetics investment system

1) Cosmetics investment design

1. Product investment planning, investment advertising design, exhibition plan, soft writing of trade fair

2. New product listing meeting and investment planning and design

2) Cosmetics investment management

1. Investment promotion training plan

2. Agent training program

3. Investment contracts, forms and documents

4. Market personnel training program

Nine, Republican cosmetics brand full service:

Cosmetics planning, cosmetics planning, cosmetics planning, cosmetics planning, cosmetics planning company, cosmetics design