Chocolate advertising plan

1 Introduction

China has joined the wto, making the economy continue to develop, the standard of living of consumers is improving, and the concept of consumption is also increasing. The Chinese candy market occupies an important position in the Chinese food market. The chocolate market is an emerging force in the Chinese candy market, occupying an important market position. In XX, China's chocolate production capacity exceeded 100,000 tons per month, but the actual production volume

Less than 60,000 tons, the average annual consumption capacity of each person is less than 5 tons, which is not as good as that of Western countries. China's chocolate market is vacant, and we must first seize this market.

2) Market analysis

Sales analysis

In 1999, the sales of chocolate stores in the retail store was 9,900,580 yuan, accounting for 2.69% of the sales of 30 kinds of goods, accounting for 0.94% of the total retail sales, ranking 15th among the 30 products, and up 2 places compared with 1998. The proportion of sales to total sales of 30 commodities increased by 0.16% in 1998, but the proportion of total retail sales of all goods increased by 0.13% compared with 1998.

2. Chocolate brand analysis

The total number of chocolate brands in the monitoring range was 109, which was 12.8% lower than that in 1998. The average single brand sales was 588,000 yuan. There were 12 brands with average value, accounting for 11.01%, and 97 brands below the average. Accounted for 88.99%. There are 15 brands that have entered the 500 leading brands, the same as in 1998. Among them, Jianda has entered the 500 leading brands. Entering the 500 leading brands accounted for 13.7% of the total number of chocolate brands, accounting for 2.76% of the 500 leading brands, 0.57% lower than the average of each variety. Among them, the highest ranking of Dove in the 500 leading brands is the golden monkey, the biggest drop is Lehrek.

market background

Domestic brands are rare in the Shanghai market. However, the domestic chocolate is not satisfactory in quality, only 5% think that domestic chocolate is delicious. Domestic chocolate is much lower than foreign brands, but it is squeezed to the lower level of the market. Among domestic chocolates, only Shanghai Real Estate's Shenfeng and Liangfeng perform better, but only 7%, 1% respectively. People think they are the best brands.

Product analysis

Type

a. Black chocolate, less than 12% milk content

b. Hand milk chocolate, 10% cocoa pulp and at least 12% milk

c. White chocolate, chocolate without cocoa powder

d. Sandwich chocolate, chocolate containing a variety of juices and hand cream sandwiches

2 naming

Named with words that are easier to remember

package

Adopting Chinese design

colour

Mainly red, white

taste

It not only maintains the delicate and elegant style of European chocolate, but also absorbs the style of British chocolate milk and American chocolate. It also adds the delicate, soft, fresh and smooth characteristics that Chinese people like.

capacity

100 grams of block

price

1. Retail pricing of 12.8 yuan

2. Retail purchase price of 10 yuan

3. The price of the middle plate is 8 yuan.

4. Factory price 3 yuan

3) Competitor analysis

In 1999, the top ten brands of chocolate were Dove, Cadbury, Jinsha, Jindi, m8m, Shenfeng, Kitie, Hershey, Dachang Children, and Nestle. The top ten brands of chocolate have not changed much. The new brand is Nestlé. Ranked 10th in 1999. The next list is Lehrek, who retired from the 10th place in 1998.

Among the top ten cards in 1999, there were three rankings, the largest increase in Nestlé; five in the same order, two in the ranking, and one in the decline.

The ranking change index of chocolate in the 500 leading brands is 55.67%.

4) Advertising goals

Improve product visibility, enter the Chinese market, and join the 500 leading brands.

5) Advertising objects

1.10 to 15 years old, characteristics; consumption behaviors are frequent, habitual and even dependent, and there are people who are psychologically compared with each other. There is no pattern or concept in thinking and consciousness.

2. Young men and women who are in love or want to fall in love, because of the arrival of Valentine's Day, they will be the main group to buy.

6) Advertising area

First enter the market in Guangxi and Guangdong provinces

7) Advertising ideas

1. Adventures

The two tourists are traveling around the world by hot air balloons. They are taking out the last box of refreshing chocolates and planning to share them, but with a small shake, the whole box of chocolate drops into the forest below. There is a cannibal in the forest surrounded by several people who are in danger. When they find that a box of things has fallen, it is strange. When they open, the fragrance of chocolate will float around, causing interest from other people. The box stuff is mammoth, what do you think? What they decided is everyone's taste, they just said, the Changshui people reacted from the surprise, they quickly fled, but the cannibals did not find it. I continued to discuss, and finally decided to wait for them to look at the sky, hoping to drop a strange box, and day after day, they are still waiting for the miracle to happen.

Slogan: delicious, never forget, refreshing chocolate

2. Casual articles

b. On a desert island, a person who has been forced to sit on the beach has been sitting on the beach for a long time. He has not seen a ship passing by, and the island has been eaten and eaten. At this moment of hunger and sorrow, I hope to come to him, a box drifting from a distance, he immediately filled with strength, and carried it from the sea to the shore, opened to see, it turned out to be a box of refreshing chocolate. "Bitter life, but your refreshing chocolate is not."

8) Advertising implementation stage: January-October XX

9) Advertising media strategy

1. Mainly promoted by TV and internet

2. TV commercials are broadcast in prime time

10) Advertising budget

TV and internet will cost 200,000 yuan

11) Advertising effectiveness forecast

After the launch of the ad, 50% of consumers will recognize the product and generate a purchase.