Brand beer advertising plan

Foreword

Mudanjiang Jingbo Lake Beer Co., Ltd. is a large-scale beer production enterprise jointly established by Mudanjiang Brewery and Harbin Beer Group. It is one of the largest subsidiaries of Harbin Group. The company has fixed assets of 300 million yuan and annual production capacity of 150,000 tons. The equipment was imported from Germany, Italy, France, the United States and other countries. The company's technical standards and equipment capabilities have reached the world's advanced level. Mudanjiang Brewery was founded in 1958.

After the hard work of the Cultural Revolution, reform and opening up and other development stages, through the transformation of the system, expansion and transformation, strengthen management, develop new products, open up the market, strengthen corporate culture and other measures, so that enterprises have achieved leap-forward development.

The company is currently compelled to compete against the pressure of other competitors in Mudanjiang City, and plans to conduct strategic attacks to further occupy the Mudanjiang market.

A market analysis:

Mudanjiang beer market generally has the following brands: Huahe, Snowflake, Harbin Beer, Weihushan, Samsung, Qingdao. According to the survey, Huahe, Snowflake and Harbin Beer have a large market share, accounting for more than 70% of Mudanjiang Beer Market. Another part of the market is divided by brands such as Samsung, Qingdao, and Weihushan. Therefore, there are two brands, Snowflake and Harbin Beer, which compete with Huahe on the market. In addition, due to the merger of Mudanjiang Brewery, it has become Harbin Brewery Group. The subsidiary, so Harbin beer can not be said to be Huahe's competitors, to rule out that only Snowflake is the only competitor of Huahe, Huahe wants to expand market share and increase sales, it is necessary to fight for a part of the market of snowflakes, so that Snowflake consumers change their preferences and make them a loyal consumer of Huahe.

Two consumer analysis:

The types of consumers in the Mudanjiang beer market can be roughly divided into three types:

First, pay attention to the taste of beer. In the survey, 30% of consumers pay attention to the taste of beer. They don't care about the price of beer. In their eyes, as long as the beer is good, the price is slightly higher, which is acceptable. It is said that the taste, quality and grade of beer have become factors to be considered when purchasing. Of course, this type of consumer group has a relatively high level of household economic consumption.

The second is to pay attention to the price of beer. The price level affects them. They think that the taste of beer is similar. There is no obvious difference, or it is cheap. The economic consumption level of this part of consumers is average, but this part of consumption The number of people in the crowd is high and it is necessary to occupy this part of the market.

The third is to pay attention to whether the beer has a prize, whether the winning rate is high, whether the brand's beer can win the prize, whether they choose to buy the influence of the university, on the surface, this part of the consumer is a small and cheap, but in fact they and those Consumers who value prices are similar. If you want to win a prize, you want to spend less and get more goods. You can classify these consumers as those who value the price.

The following are the consumers' views on the Huahe and Snowflake brands:

Huahe: Consumers think that the taste is good, refreshing, and strong, but the price is high, and there is no prize. In the interview, these consumers also expressed their position. If the price of Huahe can be the same as other brands, or they can implement the prize sales, they will After shopping for Huahe, Huahe is better than other brands of beer.

Snowflake: Consumers think that the taste is general, not as good as Huahe, but the price is relatively low, and it is a prize sale, the winning rate is high, and those consumers who value the price are willing to buy.

Three sales strategies:

According to market analysis, Huahe's main competitor is snowflake. The advantage of snowflake and Huahe is that the price is low, and there are prizes. The winning rate is high. Most consumers agree with it, and even buy it. Huahe wants to capture snowflakes. The strategy adopted by this part of the market is to lower the price, the same price as the snowflake, and the second is to implement the prize-winning sales. After analyzing the bargaining strategy, it is unlikely that the profit will be reduced. In addition, after the price reduction, the price increase is bound to be somewhat Difficult, even if it is brought up, the snow will make a comeback, the resurgence of the Dongshan, and even re-direct this scene, and take a prize sales strategy, which is a short-term promotion, it is not desirable, it is not desirable, forced In all of the above situations, companies can only use their efforts to speed up their efforts to beat their opponents without price cuts and without awards. In the promotion, they should emphasize the excellency of this product. The reason for the high price is better. What other brands, where are the differences, so that consumers can recognize the purchase of the brand at a slightly higher price, but also feel , So as to win the opponent, then the minds of consumers occupy a certain position.

Four advertising strategies:

The advertisement mainly focuses on promoting the benefits of Huahe from other brands. The taste is good, the quality is good, the grade is high, and the price is very high. It emphasizes that it costs a little more money to buy high quality, good taste, and the product is worthy.

1 Advertising goal: Improve Huahe's market share and quickly beat competitors.

2 Advertising theme: Emphasizing quality products

3 Advertising objects: Mudanjiang citizens

4 Advertising area: Mudanjiang City

5 Demand focus: taste is extraordinary, advocate drinking Huahe

6 Advertising performance: slogan: "Taste is extraordinary, advocate drinking flowers"

The slogan creative description: "Taste Huahe" has three meanings: First, you have chosen Huahe Beer to prove that you have a certain taste, your taste is different, and second, it shows that Huahe Beer tastes extraordinary, and other Beer is different, and the third is that a person should taste and experience unusual things in life. In addition, the word "advocate" in "Advocating the Flower River" has two meanings: First, "advocacy" is the initiative, advocacy, and promotion, advocating that you drink Huahe Beer, and second: "advocate" and "advocate" Chang "harmonic, "chang" table is happy, happy meaning, drink Huahe, the table is so happy to drink Huahe.

Print advertising copy: extraordinary taste

Uncommon quality

Unusual grade

Naturally not annoying prices

Tasteful, advocating the flower river

TV commercial copy

Broadcast advertising copy

Five media strategies:

Electronic Media: Mudanjiang TV Station]

Mudanjiang Broadcasting

Print media: billboards, posters

Mudanjiang Daily, Mudanjiang Morning News

Attachment: Consumer Psychological Investigation Report of Mudanjiang Beer Market

TV commercial copy

Broadcast advertising copy

Mudanjiang City Beer Market Consumer Psychology Survey Report

Objective: To understand the purchase of beer by Mudanjiang citizens

Respondents: Males 25--50 years old in Mudanjiang City

Survey method: interview method

The survey results are as follows:

At present, in the Mudanjiang market, the brands of beer include Huahe, Harbin Beer, Samsung, Weihushan and Qingdao. After investigation, we learned that consumers are buying more frequently for three brands, such as Huahe, Snowflake and Harbin Beer.

On the palate: 90%--95% of consumers think that Huahe is better. Some consumers say that Huahe is refreshing and strong enough. There are still many consumers who can't tell where it is, but it feels good, loves drinking, drinking. Used to it. Another 5% -10% of consumers think that the taste of snowflake and Harbin beer is good, but 90% of people think that the taste of snowflake and Harbin beer is not as good as Huahe, and that snowflake is not good, not enough, and tastes light.

Price: 60%--70% of consumers think that the price of Huahe is high, and they pay more attention to price factors. The price level can make them change their purchasing decisions, so this part of consumers will form a loyal purchase relationship with Snowflake and Harbin Beer. In the conversation, I saw that some of the consumers' economic incomes are not very good, so they are more value-oriented, and they also stated that if Huahe, Snowflake, and Harbin Beer are at the same price, then they will choose Huahe, after all, Huahe The taste is good.

Business promotion: Snowflakes and Harbin Beer have award-winning sales and the winning rate is still very high, especially snowflake. Currently, 60%-70% of consumers on the market value this very much. It is understood that the winning rate is over 25%. The high winning rate is very inducing to consumers.

In summary, Huahe's advantages are slightly better. The advantage lies in its good taste. Consumers are recognized. The slightest trend is that the price is high. The main reason for sales promotion is that there is no prize sales. Competitor Snow has dug up the gap and won a part of the market.

TV commercial copy

Picture sound

1 In an advertising company, one thinks again about the sound of this person’s deep breath.

whats the matter

2 The colleague next to him asked what advertisement to make?

3 He replied to advertising Huahe Beer! Investigating consumers

Said to be good

4 The person next to me said that I bought a bottle of beer and tasted it.