Advertising plan

The listing plan of a rose wine product listing plan means that the temporary market balance is broken, the market share is redistributed, and the new products listed will inevitably be tested by various aspects, such as the boycott of competitive products and the rejection of channels. If consumers don't agree, etc., whether they can withstand the test means that the new product has vitality. Therefore, for a planner, the carefulness and overallity of the planning case and the subtlety and orderliness of various activities are related to the success of the new product.
The first part of the product market background I. Overview of market opportunities With the development of the economy, people's pursuit of personalized, diversified values ​​of consumption characteristics are increasingly prominent, at the same time, the proportion of people spending at night and consumer spending is also constantly expanding, thus stimulating The overall scale of China's nighttime consumer sites is constantly expanding. The drinks consumed in these nighttime places mainly include beer, beverages, red wine, juice, mineral water and the like. Among them, beer and beverages are the main varieties consumed at night. Consumers at nighttime demand for beer are based on “stimulating the senses” and solving the “thirst” and “tiredness”. However, the beer itself’s “small taste, bad, unhappy” conclusion, to a certain extent, affects The integration of consumers and the environment. Carbonated beverages solve the problem of beer "squeaky", but do not meet the "alcoholic" demand. This product is involved in the blank zone between carbonated beverages and beer, which can solve the "squeaky" of beer and the "non-alcohol" of beverages. At the same time, it highlights personalized and noble and romantic information, effectively matching the current consumers. Psychological needs.
Second, the status of competing products Drinks consumed at night can be generally classified as "Rose" competitors.
1. Beer competition situation: disco, bar, KTV square, ordinary fashion catering, high-end fashion dining places, cafes, night clubs, mid-range restaurants in the country, the main beer brands are Qingdao, Yanjing, China Resources. In 2002, Tsingtao Brewery's national market share was 12.8%, Yanjing and China Resources each accounted for about 10%, and the three occupied about 35% of the national market. In Shandong, the main beer brands are Qingdao, Lushan, Yantai, Baotu Spring, Sankong, Arctic Ocean, Le Cordon Bleu, Klitzer, Kedale, Yinmai, Guanghan Palace, etc., as well as other small local brands. . In Jinan, there are more than 40 beer companies participating in the market competition, including the strong attack of Tsingtao Brewery, and private enterprises such as Klitzer, Kedale and Yinmai have eroded the market.
In Jinan, beer is the biggest drink in nightclubs and the main competitor of rose wine. According to rough statistics, the annual sales of beer in Jinan nightclubs is more than 3.7 million bottles. The brands of beer sold include Qingdao, Budweiser, Corona and Yanjing. With the intensification of competition, various beer brands have been promoting personnel at the terminal, and there are relatively few advertising investments. Tsingtao Brewery once advertised on Shandong TV Station and held the “Hundred Years of Green Beer” essay activity in Qilu Evening News; other beer brands invested less in the Shandong media. The advertising of Tsingtao Brewery tends to be brand-advertised and has a long history. The promotion of various beer brands in the storefront is mainly POP posters. The promotion methods in the nightclubs are mainly tickets and special offers.
2. Beverage competition situation: Disco, KTV Plaza, ordinary fashion catering, high-end fashion catering establishments, the leading position of China's beverage industry, has long been occupied by Pepsi and Coca-Cola, across China. They can be seen in supermarkets, convenience stores, and street stalls. There is also a strong brand awareness in Shandong. In the sales place where rose wine is selected, these two brands are also often seen, and there is also the “Red Bull” brand, and the products are mostly in the state of cans. At present, the beverages consumed in Jinan in these fields are more than 1.6 million.
The advertising of Pepsi and Coca-Cola is mainly focused on TV media advertising, forming a high-altitude advantage. The cost of two brands investing in TV commercials per year is not more than 100 million yuan, which is conducive to the establishment of brand image and consumption. At present, these two brands have not actively attacked the nightclub market. The products that appear in nightclubs are mostly formed by the free development of agents, and there are almost no promotion measures in nightclubs.
3. Red wine competition situation: bars, KTV squares, ordinary fashion restaurants, high-end fashion restaurants, cafes, nightclubs as one of the "diseases" of the Chinese wine market, the lack of wine consumption has been criticized by the industry. Figures show that in 2002, the per capita consumption of Chinese wine was about 0.35 liters, less than 20% of France. The annual consumption of about 300,000 tons makes the manufacturers look "heroic short-lived": 300,000 tons of consumption is less than 1% of beer, about 1/20 of that of white wine, even less than the annual consumption of vinegar. /4.
A group of unofficial survey data shows that in China's most economically developed cities of Beijing, Shanghai, and Guangzhou, the average person who regularly drinks red wine is about 5%. Even in Guangzhou, where wine consumption is the most hot, this figure is only 8 %. In other words, among the current urban residents, there are a large number of consumer groups that have the ability to consume but for various reasons, there is currently no consumption of red wine.
This also determines that our product positioning must not be wine, it should be defined as wine.
In Shandong, common red wines include Changyu, Weilong, Tonghua, Dynasty, and Great Wall. Among them, Changyu wine is the best-selling brand. The main sales points of these wine brand products are in supermarkets and high-end restaurants. The point of sale chosen by Rose Wine is its auxiliary sales network, which does not enter the sight of these manufacturers. In these sales places in Jinan, basically there are relatively few Chinese red wines, most of which are well-known foreign wines. The prices are thousands and the few are few. It is typically a fashion and trendy consumption. As a domestic wine, Zhang Yugan's brand and geographical effects have become the first choice for mass consumption.
4. Juice competition situation: ordinary fashion catering, high-end fashion dining places, night clubs [ )
Work program: The work that should be completed every day, determine the content, frequency, feedback information of the work, complete certain sales tasks, product display.
Map management: sales network distribution map, including dealers, wholesalers, retail outlets, marked on the map.
Line management: according to the distribution map, the promotion staff's work line, customer number location.
Form management: record customer detailed information, including number, grade, invoicing status, store display, problems, similar products, indicating the work content and order of the promotion staff.
Specific operations:
first step:
Work with the dealer to collect basic data, collect all nightclubs, create files, and draw maps, including: store name, person in charge, address, phone number, etc.
Rationalize the A, B, and C customers and determine the development goals based on the above information.
In consultation with the dealers, the route setting and frequency of visits are initially determined, and the key developments of A, B, and C are differentiated, so that the distribution rate is over 30%.
The second step:
Mainly for the first stage of the summary, data revision, reasonable revision, customer level, stationed promotional staff, core sales-based data analysis, data analysis: according to sales data, calculation of each store sales and sales percentage analysis, to obtain the necessary products Business information.
Customer ratings are based on sales volume and potential. Different customers are treated differently, and long-term stable possession of large customers; medium-sized customers are firmly possessed, tapped and promoted, and sales are increased. Small customers: speed up turnover, digestion, and if objective reasons cannot be changed, they will give up decisively.
Organization and implementation supervision: The regional manager is responsible for tracking, as the basis for personnel work assessment and resource support. The company's special inspectors check the coverage on a regular or irregular basis according to the confirmed schedule. A, B store display publicity, wholesalers and distributors, as well as changes in product sales.
The third part of the new product listing deployment I. Time to market: January 15, 2003 Second, the listing area:
It is centered on Jinan, Qingdao, Yantai, Weihai, Zibo, Dezhou and other provinces, covering its jurisdiction, and including developed cities such as Chengdu, Beijing, Tianjin, Shanghai and Shenzhen.
Third, the listing strategy deployment:
1. Propaganda support
In January 2004, the theme advertisement of "Rose Rose, I Love You" was launched, and the company's publicity and recruitment agency advertisements were reported to save the largest area. The first stage of the broadcast was mainly 225ml and 375ml products. The target of communication, in early February, with the "Valentine's Day" began to have prize essay activities, and continued to be released until the end of March.
In February 2003, the ice rose/rose manor/love rose poster, hanging flag, banner was launched for posting/hanging at various retail outlets.
2. Pathway:
The main idea of ​​dealers: Since this product belongs to emerging products, in the case of limited marketing resources, relying solely on the strength of enterprises to bring products to market, its timeliness will not be significant and risky, so it is decided to implement corporate profits. Promote the use of distributors' funds and inventory by distributors to bring products to market, as follows:
The first stage: from January 15 to March 31, 2004, the amp level is 225ml series of 300 boxes, 500 boxes, 1000 boxes, the reward for the Yikan level is 5 yuan / box, 7 yuan / box And 10 yuan / box, the first stage of launch, the level of the level is lower, but the reward range is large, mainly considering the need to enhance product awareness in the early stage of new products.
The second stage: from April 1st, 2004 to September 31st, 2004, the scale of the canteen is 1000 boxes, 2000 boxes, and 3000 boxes. The reward for the Yikan level is 7 yuan/box, 10 yuan/box. And 13 yuan / box; this stage of the new product has been well received in the city, and radiated to the outside, should raise the level of the can, take care of the interests of the Chinese households, at the same time, follow up our company's promotional products series.
The third stage: from October 1, 2004 to December 31, 2004, the regional sales competition will be held according to the sales situation of each region, and the qualifications for the finalists and the amount of rewards will be established. The incentives for high bonuses greatly mobilize the enthusiasm of customers and make customers a large number of customers. The goods, the most likely to occupy the customer's inventory and funds; this move is designed to use the customer's stocks to lighten the season when the off-season comes. The successful completion of the sales competition, a wonderful end to the listing plan.
Qualification for finalists: monthly sales, return amount, and development network points reach a certain amount, which will be determined by the company according to the actual situation of the market.
Reward Amount: The amount of the award should not exceed the maximum level of rewards mentioned above.
Leading ideas in retailing: increase the distribution rate as much as possible and increase the exposure of products, as follows:
The first stage: from January 15th, 2004 to March 31st, 2004, the retail store will carry out cash back cash activities, each 225ml box skin can be returned for cash 2 yuan, 375ml box skin can be returned cash 5 yuan, 750ml box Leather can be returned to cash for 7 yuan.
The second stage: From April to October 2004, the "Rose Fortune Project" was launched, that is, one bottle of each bottle of rose wine was delivered for each bottle/pack of designated products. The "Rose Fortune Project" was executed for 7 months.
3. The main idea of ​​consumer promotion: Through consumer promotion activities, enhance the taste acceptance and popularity of products, and expand consumer groups.
Cutting box display: Product stack display activities at various retail outlets to increase product exposure.
"邂逅 Passion" promotion: Within one week before and after a specific holiday, you can use the promotional card printed by the company to drink the designated "rose wine" product for free at the designated nightclub. The front of the promotional card is the theme and picture of “Rose Wine”, which has a strong impact and temptation. The name and logo of the joint event nightclub. The distribution of the promotional card can be determined by the distributor. The company prints it and delivers it to the distributor for distribution. It can also be issued by the company itself, but it needs to reach an agreement with the confirmed nightclub.
Enterprises need to provide a part of the product for free during the event. If the agent provides it, it can be deducted from the purchase price according to the recycled promotional card.
On-site activities: Companies can conduct "Rose Wine Throwing Competition" and "Welfare Lottery Giving Events" at specific sales terminals. The "Rose Wine Throwing Competition" is where the audience buys a bottle or bottles of ice roses to participate in the event. Every time you buy a bottle of "Rose Wine" you will get a chance to throw a point. In the end, whoever has a large number of points will be free to participate in a certain number of "Rose Wine" and our promotional items. The Welfare Lottery Giving Event is a joint venture with the Instant Welfare Lottery Center or a certain number of Instant Welfare Lotteries. At the terminal nightclub, consumers who purchase the “Rose Wine” products are free to choose a few open-ended Welfare lottery, the company gives the spot cash, but also the company can make its own lottery, design number and corresponding cash amount.
Part IV Performance Objectives and Benefit Analysis

1. Jinan market share: 10% in the first year; 20% in the second year and 30% in the third year.
Sales: 250,000 bottles in the first year; 500,000 bottles in the second year and 750,000 bottles in the third year;
2. Market share of other markets in Shandong: 5% in the first year; 10% in the second year and 15% in the third year.
Sales: 60,000 bottles in the first year; 120,000 bottles in the second year; 180,000 bottles in the third year;
3. Market share of the provincial market: 5% in the first year; 10% in the second year and 15% in the third year.
Sales: 30,000 bottles in the first year; 60,000 bottles in the second year and 90,000 bottles in the third year;
4. The total market sales volume is 340,000 bottles in the first year; the next year is 680,000 bottles, and the third year is 1.02 million bottles;
Based on the above market target, conduct a benefit analysis, taking the first year as an example.
Sales income: 225ml inflation 2.1 million yuan, 375ml product 3.5 million yuan, 750ml product 1.2 million yuan; total 6.8 million yuan; 4.46 million yuan after tax deduction;

Manufacturing cost: 225ml inflatable 1 million yuan, 375ml product 850,000 yuan, 750ml product 360,000 yuan; total 2.21 million yuan;
Sales gross profit: 2.43 million yuan;
Management expenses: 300,000 yuan sales expenses: sales staff salary 300,000 yuan promotion activities cost 250,000 yuan promotion staff commission 350,000 yuan other personnel promotion 150,000 yuan freight 100,000 yuan rebate 650,000 yuan total: 1.8 million yuan before tax profit: The plan of more than RMB 330,000 is designed by the consulting company according to the market and the actual situation of the enterprise. It needs further confirmation and revision by both parties.
Promotional products In view of the upcoming listing of this wine product, in order to expand the marketing channel, it will stand out in the same category in a short period of time and be familiar to the consumers. According to the mastery of the situation, please Jinan Runjie Business Co., Ltd. tailor the following sets of promotional items. To match the sale of the product.
First, alloy kitchen gadgets

Second, the exquisite seal: a variety of styles, showing elegant cultural characteristics.

Third, Valentino • Cooper heart-shaped cosmetic bag – communication begins with the heart