Beer advertising plan

Foreword: For Harbin Beer Co., Ltd.'s new product "Wheat King" beer, for advertising planning. Strive to improve the popularity and reputation of "Wheat King" in Harbin, make star products, and promote like the national beer market, the following is The company's advertising plan for "Wheat King" beer.

I. Market analysis

Marketing environment analysis

1. Juguan Environmental Analysis

a Overall economic formation

With China's success in China's accession to the WTO, foreign investment in China has been increasing, and China's economic future is very good. The income of residents in our province is growing rapidly. According to the statistics of the Provincial Bureau of Statistics, the per capita disposable income of the province is 5,426 yuan in XX years. The savings deposits of urban and rural residents have reached 257.84 billion yuan. The total retail sales of social consumer goods in the province reached 34.1 billion yuan. Especially in Harbin, the city is moving northward and southward, and the investment is constantly increasing. In XX, the Engel coefficient of Heilongjiang Province was 37.2%. From this point of view, the Engel coefficient of our province is equivalent to the level of the old capitalist countries in the 1970s. It can be seen that with the economic development of our province, the Engel coefficient will be reduced, and 60% of the laid-off workers in the province have entered The Employment Service Center receives the basic living allowances on time and in full. From the perspective of overall economic development, our province's economic process is now growing at a high speed.

b Overall consumption situation

European wine industry expert research institute platolgic made a global beer report, global beer consumption will exceed 180 billion by 2019. There is potential to 20% per capita beer in 2019 to 2019, beer consumers in the Asia-Pacific region will be occupied by the current The global 25% rise to 34%. Since 1990, trade in the region has increased by 11%, while the global market has only increased by 2%.

Since the rapid development of China's beer industry in the 1990s, the growth rate has begun to slow down. The market competition is fierce. The profits of large and medium-sized beer companies competing with each other are declining. According to the statistics of the National Bureau of Statistics, the sales revenue of XX is 499.103 million yuan, an increase of 4.31%. The profit was 17023.31 million yuan, a year-on-year increase of 17.56%. In XX years, the province's XX tons was 143 tons/year, and the XX beer production was 139.65 tons/year, down by 0.03% year-on-year. The main reason for the decline was some big brands such as Tsingtao Brewery and Budweiser. Jinshibai has entered the province's market in a big way. Now the beer market has changed from the past seller's market to the buyer's market. The people's living standards are constantly increasing, the product types are diverse, and the market competition is fierce. Consumers are no longer substances in the consumption of goods. Satisfaction, but the focus is psychological, consumption is diversified.

c Industry Development Policy

The country encouraged the development of large and medium-sized beer companies as early as the 95th period. Strive to reduce the new construction of beer companies.

d related policies, legal background

The state expressly stipulates that all bottles must be b2 bottles in order to reduce the risk of blasting bottles. However, the use of b2 bottles will increase the cost of the products, which is not conducive to the expansion of rural areas and the export of beer.

e Market culture background

From the perspective of alcohol, there has been a saying of "Southern Yellow and North White" since ancient times. Beer is popular. The character of the northerners is extensive, bold, generous, and affectionate.

2. Micro environmental factors

a Market composition.

In the Harbin market, there are brands of beer such as Tsingtao, Yanjing, Snowflake, Jinshibai, Wuxing, Heineken, Krona, Budweiser, etc.

In the first half of XX, the beer sales champion in Northeast China was selected by China Light Industry Express.

There are mainly threats to the “Wheat King” in the Harbin market, and there are potential threats and Nestlé coffee.

b The market constitutes a special dispute.

In a beer market, seasonality is strong, sales in June-September are very large, and there are December-February.

The outstanding feature of Harbin Brewery Wheat King is its affinity and cost advantage.

c Generalization and summary of the marketing environment

Advantages: for their own cost, affinity, and with some market size.

Disadvantages: Compared with rivals, it is not as good as Tsingtao's strong brand advantage, not as good as China Resources' capital advantage.

Opportunity: The development of the city of Harbin "shifts northward and shifts south" and the employment opportunities increase. Will bring the growth of consumption to the wheat king.

Threat: There are always brands entering the Harbin beer market, and the promotion strategies used will drive the entire market profit down.

2. Product Analysis 1 Product Feature Analysis

Wheat King is the raw material for the processing of wheat buds made from high-quality white wheat with high protein content and low protein. A light beer with a low alcohol, light color and wheat scent. The packaging is known as "sparkling champagne in beer. Its foam is white and delicate, with good foam retention and long time.

2 Product quality analysis

Wheat King, which uses wheat bud as the main raw material, is brewed by the following fermentation method.

3 product price

The price of wheat king in the supermarket is 3.9 yuan, the hotel price is 5 yuan, is a typical mid-range beer.

4 production process

The production process of Wheat King is a downward fermentation method. There is no cleverness compared to other alcoholic beverages.

5 Appearance and packaging

There is nothing new on the packaging.

6 Compare with similar products

In the case of Wheat King, the price is 3.9 yuan. There are two wheat-based beer in the city, the whole wheat of Tsingtao Brewery and the whole wheat of Shuanghesheng. Their prices are 2.1 yuan and 1.9 yuan respectively. However, they all listen to the clothing and limit their market scope, can only be used for picnics and homes, gifts. The wheat king has two kinds of packaging that look very good. The price of wheat king is relatively high in the same kind, so it is necessary to give the wheat king a unique culture to be accepted by consumers.

On the packaging, the wheat king uses a green bottle, while the same price of Jinshibai uses a sauce-colored bottle, which is much better than the green bottle.

The next advantage of the wheat king is that the rate of goods in the region relative to competitors is very high.

In the life cycle of the product, the wheat king is in the transition phase of the introduction period and the growth period.

7 Target market positioning

The consumption group of Wheat King is mainly composed of middle-cultural and above-mentioned social valence levels with middle income and above, high economic income, wide social interaction, and a lot of entertainment. These people have many common characteristics, have a high standard of life, and can accept new things faster. It can promote more group consumption, and the social influence is larger and younger. Most of them are between the ages of 25 and 40. Men dominate. These consumers are unassuming for restraint, success or on the edge of success, and the trend is steady.

8 brand image

Harbin Beer has a long history in brand building. Yanjing's popular style.

Wheat King is a new generation of low alcohol, light beer should be further rid of the long history of recovery.

Product analysis and summary

Advantages: The advantage of Wheat King is its own cost advantage.

Disadvantages: In the beer grade, the wheat king is not high or low, and the positioning is not clear.

Opportunity: Wheat King belongs to new products and develops broadly.

Threat: There are new brand shocks, and the wheat king lacks new cultural inclusions.

3. Consumer Analysis 1 Analyze the consumer as a whole.

The purpose of existing consumer consumption of this product is the need to create atmosphere and communication at the banquet.

2. On what occasions consumers generally use this product.

There are more friends gatherings and business banquets.

3. Most consumers can use wine as a topic when drinking alcohol. From this point of view, we can inject a lot of stories and improve cultural taste.

a Suitable for the composition of this product consumer group.

The age of the consumer group is 24-40 years old.

The income status is: 1000-3000 yuan / month.

Gender: Male excess female.

Education level: should be at a medium level of culture.

Where to buy: Most are bars, hotels, entertainment venues.

Motivation to buy: a has a sense of curiosity, including the taste of a taste.