Beer advertising plan

Name: In case of beer advertising business

Enterprise unit: Fengcai limited advertising company

Planner: Fu Lian

Contributed by Fu Lin

Completion date: XX year 12

1) Foreword: With the economic growth and the transformation of social forms, the consumption needs of enjoyment products have also been greatly improved. In the case of years of research, the development of beer has become a hot commodity in the market, just in case of beer. The taste is good. In recent years, it has invaded the beer market, and the sales have also been strongly reflected in the market. It is suitable for popular tastes, and it is endless. The uniqueness is that Qingdao tastes too strong, some people are not suitable, and the taste is pure. Some.

Of course, different customers need different things. We have reason to believe that if beer is the mainstream of the future market. But before the saturation period comes, enjoying the beer is still the most acceptable.

Love to drink between "Qingdao" and "Pure" beer, in case the beer is poured into the beer market and has a place

2, the market background: According to statistics, about 80% - 90% of young friends like to drink beer; the survey found that beer is indeed why there is nutrition;

Because the market evolution of beer is developing into a market that can be developed, it is expected that the market's starting date speed will come.

2, business opportunities: XX years into the consumer market, the scale of consumption frustrated XX years on the surface of some of the recovery of the pseudo-phase, but believe that the value of business in August will restore this phenomenon, the illusion of recovery is only temporary, and Not long-lasting

Because the beer in the previous months has improved, but listed on the unstable market, because of a better way.

The market management policy is only likely to succeed.

3. Market growth: Pure draft beer is only accepted by a few friends. Tsingtao Brewery has been loved by many friends. It shows that it is the inadequacy of pure draft beer and the market size is only listed. The listing of beer is believed to be every friend. Favorite.

4, consumption this acceptability: consumers are currently not easy to get drunk beer, the taste is too strong and too light consumption does not like the introduction period to the young friends target group must be half the effort.

Therefore, beer should be positioned by the attitude of the wine product to be accepted by consumers.

3, commodity analysis: use, 50 to 60 years old male: a bottle of beer a day, pretending to be a drink. 18-45 year old men and women friends or festive programs.

2, naming: original name: to improve the visibility of the goods, Chinese name: in case

3, packaging: the use of Asian original design

4, color: connected to the sky - light blue

5, taste: with the current commodity analysis, beer should not be suitable for the public taste 6, capacity: similar to Qingdao - 500cm

7, the price: retail price positioning: 300 retail purchase price: 2.80 yuan, the middle plate price 2.50 yuan factory price 2.30 yuan

Pre-intentional, a development period hungry: goods: 10% advertising 30% interest 5% fee 18% net profit 5%

b into long-term: or this 15% interest 5% fee 18% net profit 7%

4. Market analysis

1, set the object: 18 ~ 45: now a young friend drinking is very fierce, but drinking more beer will also be a bad side. 50~60 years old: One bottle a day for a drink.

2. Market Estimation: Market volume during the introduction period: targeting young people aged 18 to 45, of which 30% of the medium-sized consumers are 10% = 305,000

Growth market volume: plus 50-60 year old friends

1.1 million people become 30% plus 250,000 people = 580,000 people

The sales volume is estimated to be 5% as the base period, and the second and second period is 40% for recycling.

XX is up 5%=100010000, 40% up, 9=36000

Annual to: 100 plus 36000 = 37000

4. Competitive environment

The brand a Qingdao beer has a strong foundation before it goes on the market. The taste is a bit strong and it is very competitive. b pure taste is too light and the taste is not very good competitive analysis: 1 is its own stable position b, local production in the development period, c, in case of a new look in the development period is easy to take the lead Stronger

The off-season is not obvious in all seasons, but the summer season is better than winter.

4, sales of medium-sized cities as the main force, the general city is secondary, to supermarket retail, shopping malls, Guangxi Guilin Hechi, Pazhou.

5, marketing road: Guangxi, Guilin, Pazhou, Hechi Nanning, the fifth region of the middle of the agency

6, consumer research: motivation friends gathering as a drink personality: very concerned, no time or busy work is the impact of alcohol consumption: a advertising, magazines, friends introduced purchase factors: a friend's party and dinner

7. Advantages and disadvantages Consumers accept the risk of our product evaluation. The beer market will also recover quickly and has great potential. Disadvantages are now many competitors in the beer market, some have many years of history, advertising is not complicated, complicated or monotonous

8, advertising advice: the concept of advertising: taste too strong consumers do not like to set the emotional needs of the strategy to trigger consumer demand; enhance the memory of advertising.

Advertising theme: Emphasis on the taste of beer, his scent is fascinating, suitable for the taste of the public makes people feel good.

9. The idea of ​​advertising: 1) There is a truck on the country road filled with a lot of beer and the beer is very high. Although he knows that he does not notice that a child will come out when he is exercising, when he reflects it. His head slammed into a big tree with a force, and the beer on the top was all smashed and shattered, revealing a lot of bubbles, and the smell of thick wheat, drifting around. When the peasants in the field asked this taste, they came with this taste. When they saw a lot of beer, his scent fascinated them. They said that the beer and the taste are really good and energetic. I know that they have bought all the beer in the following, and kept saying that if the beer is our ultimate friend, there is an entrance.

Advertising creative 2), one day Xiaoqiang's brother is in a bad mood, one day hiding in the house and not leaving the room, everyone is lost, although he knows that his brother does not know where to go with his neighbor's friends to get a bottle of beer. I thought it was a drink, so I went home. They were very happy to start him. Although I knew that there was a strong smell in the big thing, it attracted his brother. His brother came out and picked it up and drank it. The feeling of freezing was very comfortable. He was full of spirits. He took a sip and wanted to drink. Although he knew that he had finished drinking, his brother was very angry and he was numb. The two brothers quarreled and the neighbors thought that it happened. What happened immediately came over and saw it. I also heard this taste. They also wanted to drink. They didn’t ask for knowledge. They always asked them to go there to buy two brothers and get angry. So they vowed to buy all the beer in the future. When I came back, the people who made the neighbors even ran to buy the beer, and his brother screamed on the side and tasted good. The mood was more refreshing. The beer was always a friend.

10. The implementation period of the advertisement: January XX.

11, advertising media precautions: use TV media and newspapers and online.

12. Budget for advertising: a. Costing 800,000 yuan for distribution

b, the advertisement will be broadcast during prime time