[Boutique] advertising planning book essay

This article directory 1 advertising planning book essay 2 advertising planning book essay 3 advertising planning essay article 1: advertising planning essay

I. Summary of the plan

1. The annual sales target is 6 million yuan; 2. 50 dealer outlets;

3. The company has a certain reputation in the self-control product market;

Second, the marketing situation

Air-conditioning self-control products belong to the central air-conditioning and other industry supporting products, and are constrained by the upstream product consumer market, but the total demand is still considerable. With the continuous improvement of urban construction and people's living standards and the arrival of product replacement, the market continued to grow, which led to the expansion of the overall market capacity. Hunan is located in the central part of China, and the demand for air-conditioning self-control products is relatively large: 1. The summer and autumn are hot, and the spring and winter are cold; 2. The real estate industry in Hunan has developed rapidly in the past two years, especially the construction of high-end commercial buildings and villas; Hunan's integration into the western region will increase the construction of various basic projects; 4. The city of Changsha, Zhuzhou and Xiangtan; 5. The construction of industrial parks and development zones in Zhangzhou, Yueyang, Changde, etc.; 6. The improvement of people's demands for their own lives; The air-conditioning self-control products, especially the high-grade air-conditioning self-control products, have great development potential in Hunan. Marketing methods In general, air-conditioning self-control products are sold in three ways: project bidding, real estate group purchases and private projects. The project bidding channel occupies a large share, but the real estate group purchase and private project two channels have developed rapidly and have shown a diversified development situation.

From the perspective of sales channels of various enterprises, most companies adopt the model of office plus dealers. Domestic air-conditioning self-control products companies have increased their efforts to deploy national marketing networks and consolidate traditional channels in 2007, strengthening and designing institutes. And public relations cooperation with management departments. For air-conditioning self-control products companies with relatively late entry time, due to the relatively short market accumulation time and eager to quickly open the market, they basically adopt the channel mode of office and distribution system. In order to respond quickly to the market, all the self-control products entering the Hunan market are in stock in Hunan. The market capacity of Hunan air-conditioning automatic control products is relatively large and has great potential. The development trend is generally optimistic. Therefore, there are great market opportunities for brands that have not yet entered the Hunan market. As long as they adopt a well-prepared market strategy, they can squeeze into Hunan. market. At present, Shanghai Zhengyi is weak in the market of Hunan air-conditioning automatic control products, the team is still relatively young, and the brand influence needs to be consolidated and expanded. In the sales process, we must be very clear about the advantages of our company, and make use of it to achieve the ultimate; and find out the weaknesses of our company and promptly put forward, to overcome the maximum value; improve service level and quality, and penetrate the service consciousness In every aspect of communication with customers, we pay attention to various services such as pre-sales and after-sales return visits.

Third, marketing objectives

1. Air-conditioning self-control products should aim at long-term development and strive to take root in Hunan. In 2008, the company established a comprehensive sales network and model project with a sales target of 6 million yuan.

2. Become a first-class air-conditioning self-control product supplier; become a successful brand of rapid growth;

3. Drive the development and development of the entire air-conditioning product with air-conditioning self-control products.

4. The short-term goal of market sales: to achieve rapid growth in marketing performance in a short period of time, to make its own products become well-known brands in the industry by the end of the year, replacing a part of the market in the same level of products in the province.

5. Committed to the development of the distribution market, and by the end of 2008, it will develop into 50 distribution business partners; 6. Regardless of the spirit and physical strength, we must fully invest in the work, so that the work has high efficiency, high income, and high salary development;

Fourth, marketing strategy

If the air-conditioning self-control products are to grow rapidly and have to gain a competitive advantage, the best choice is necessarily the overall competitive strategy of “target concentration”. With the rapid development of Hunan's economy and the continuous expansion of urbanization, the consumption potential of the air-conditioning self-control product market is very large, and the target concentration strategy is a wise competitive strategy choice for us. The specific tactical strategies we can adopt around the “target concentration” overall competition strategy include: market concentration strategy, product concentration strategy, dealer concentration strategy and other strategies for target concentration. To this end, we need to divide the Hunan market into the following four types:

Strategic core market---Changsha, Zhuzhou, Xiangtan, Yueyang key development market----Cangzhou, Changde, Zhangjiajie, Huaihua cultivating market----- Loudi, Hengyang, Shaoyang waiting for development market---- Jishou, Yongzhou, Yiyang,

Total marketing strategy: marketing strategy for all-person marketing and direct sales and channel marketing 1. Target market:

It blooms everywhere, and the central city and small and medium-sized cities break through at the same time, focusing on the development of industry model projects, vigorously developing key areas and key agents, and rapidly promoting product sales and sales. 2, product strategy:

Drive the overall sales with a holistic solution: require our products to form a complete solution and a successful case, which will drive the sales of the entire line of products. Size interaction: Sales of valves and other products are driven by sales of air-conditioning self-control products, and sales of air-conditioning self-control products are promoted by valves and other products. 3. Price strategy:

High quality, high price, high profit space as the principle; formulate a more realistic price list: the price list is divided into two layers, the media open quotation, the lowest price of the market sales. Develop a higher monthly rebate and quarter rebate policy to control the marketing system. Strictly control the price system to ensure a price-level profit margin between the first-tier distributor, the second-tier distributor, the project contractor, and the end-user. In order to adapt to the market, the price policy must have a certain level of activity. 4. Channel strategy:

Distribution partners are divided into two categories: First, distribution customers, is our key partner. Second, the engineering customer is our basic customer.

The establishment mode of the channel: A. Take a step-by-step approach, first draft the agreement, then make the sales forecast table, and then formally sign the agreement to order the first batch of goods. If you do not purchase the goods, you cannot sign the agency agreement; B. Take the approach of finding important customers, negotiate the goods into the hands of the distributors, and then our sales and market support will keep up; C. Pick a competitive mentality between the agents, In the negotiation, we have a proactive and high profile because of a local potential customer. Can't enter the market with a low attitude; D. After the drafting agreement, the name of the drafting agent can appear in our advertisement, picking up the contradiction between the distributor and the original manufacturer, we take the opportunity to enter the market; E. In the local regional market At the moment, it is guaranteed that there is a local secondary agent that can become an agent, which can become a threat and promote the first-level agent.

There is a push and pull power in the market. To grow rapidly, we must use the driving force. Pulling takes a long time to cultivate. To this end, we will focus on the development of channel distribution. In addition, the personnel responsible for large customers and the engineers of the engineering industry will focus on the industry market and engineering market, and strive to complete 4~5 model projects in three months for internal staff. Establish confidence with distributors. By the end of the year, complete your own marketing quota. 5. Staff strategy:

The basic philosophy of the marketing team: A. Open mind; B. Conquer self; C. Professionalism;

The vertical contact of the business team, to maintain efficient communication, in order to respond quickly. Team building is flat. Internal staff reporting system and sales incentive system

Sell ​​products in a professional spirit. Value = price + technical support + service + brand. The actual sale is a solution.

Develop a sales brochure; this includes instructions for the game rules of the agent, technical support, the scope and functions of the marketing department, the problems that can be solved, and the support provided.

V. Marketing plan

1. The company should make good use of the Shanghai brand and take the brand development strategy; 2. Integrate Hunan's local resources and establish a sound sales network; 3. Train a group of good customers and establish a good social network; 4. Build a good Marketing team;

5. Choose a market operation mode suitable for the company; 6. Grasp the characteristics of the company's products and find the selling point of the company.

7. The company should adopt the market operation mode combining direct sales and distribution in Hunan; direct sales model project will drive the development of distribution network, and sales will be used as the company's profit growth point;

8. Direct sales use the combination of personnel promotion and some media publicity to expand the market. For air-conditioning self-control products, we can use the community promotion method and the key engineering machine project model project persuasion method;

9. In order to enter the market as soon as possible and to facilitate the long-term development of the company, Changsha should be the center and march to major cities in the province, with Changsha as the core and the city as the profit growth point;

10. Hunan's channels should adopt a flat mode and make channel construction and management. In terms of channel construction, there may be no provincial-level distributors, but cities and towns as basic units. Each prefecture-level city has two levels. The dealers have extended the marketing tentacles to the county-level market with market value, changing the long-term guerrilla warfare mode of other air-conditioning self-control product brands in Hunan, and adopting positional warfare to establish branding with long-term interests of dealers. The mode of operation is intensively cultivated for each regional market.

11. In order to ensure the realization of the above tactics, especially in order to strengthen channel construction and management, it is necessary to set up a marketing team that can recruit for good warfare: to ensure the relative stability and reasonable liquidity of the marketing team, and the qualified marketing personnel of the year are not less than 3 people; be sure to do a good job in recruitment and training; assign a well-trained salesman to each district to serve as a regional supervisor;

12. Strengthen the management of the sales team: implement the three-A management system; adopt competition and incentive factors; hold sales meetings on a regular basis; establish long-term development ideas, use and cultivate.

13. Sales performance: The annual sales task assigned by the company is decomposed according to the specific conditions of the market. The main means are: improve team quality, strengthen team management, carry out various promotional activities, and develop reward and punishment systems and incentive programs.

14. Engineering, agent management and relationship maintenance: Effective management and relationship maintenance for existing engineering customers, agents or engineers and agents to be expanded, and establish customer files for each engineering customer and agent. The pre-sales situation and strength, the company's corporate culture and the company's new product dissemination in 2008. This work was completed at the end of June. After the end of the peak season and before the arrival of the peak season, it will spread from time to time. Understand the basic situation of each project owner and agent responsible person to conduct regular visits and communicate effectively.

15. Brand and product promotion: Brand and product promotion In 2008, the company implemented regular brand promotion and product promotion activities, and planned some input costs, lower public relations promotion activities, and improved brand image. If possible, joint promotion with various contractors and agents will not only expand the influence, but also establish a good customer relationship. Product promotion mainly carries out some “road show” or outdoor static display for some product promotion and normal business promotion.

16. Terminal layout and channel expansion: According to the company's sales target for the year of 2008, the popularity of channel outlets will increase significantly. According to this situation, actively cooperate with the work of the business department at any time and anywhere, and actively cooperate with the image construction of the dealers. 17. Planning and execution of promotional activities: Flexibly plan some sales promotion activities according to market conditions and competitors' sales promotion activities. The theme of the idea is to avoid its advantages, attack its disadvantages, and focus on planning and execution according to the company's product advantages and resource advantages.

18, team building, team management, team training

6. Equipment and budget

1. Marketing team: no less than 3 qualified marketing personnel throughout the year;

2. All work focuses on increasing sales, establishing a long-term employment system, and ensuring that the logistics of marketing personnel are on time and in place.

3, in order to adapt to the market, the company must have a certain amount of inventory in Hunan, to ensure that the supply is sufficient and timely, the proportion is coordinated, to achieve the most optimal inventory, try to avoid the phenomenon of out of stock or out of stock. .

4. Conduct market research, market dynamic analysis and information feedback from time to time to be a good transmitter of the enterprise and the market. Strive to create a mechanism for rapid response.

5. Coordinate the relationship between agents and dealers. According to the technical and personnel support, go all out to complete the terminal task. 6. Broaden the company's product belt and increase profit points.

7. The business budget and budget must be established. The budget estimate is usually adjusted up and down with the business performance. 8. In order to strengthen the agility and rapidization of the organization, the company will substantially delegate the license rights, so that the personnel can be determined quickly, but no secrets such as company prices may be disclosed to any outsiders. In the communication with customers, it is difficult to determine the price. When necessary, please ask the company's leadership;

9. In order to achieve the purpose of responsibility and determine the responsibility system, the company can implement the heavy penalty policy;

Part 2: Advertising planning essay

Wang Lao Ji herbal tea is the leading brand of Chinese herbal tea and is the representative of Guangdong herbal tea culture. Herbal tea is a kind of "medicine tea" made from Chinese herbal medicine in Guangdong and Guangxi, which has the functions of clearing heat and removing moisture. Among the many old-fashioned herbal teas, Wang Laoji is the most famous. Wang Laoji Herbal Tea was invented in the Qing Dynasty and has been known for 175 years. It is widely known as the ancestor of herbal tea and is known as the “medicine tea king”. In modern times, Wang Laoji herbal tea has spread all over the world along with the Chinese.

Market Analysis I. Marketing Environment Analysis, Beverage Market Overview 1. Market Size

The scale of the beverage market is constantly increasing. The number of beverages consumed by consumers has increased in the past two years. The capacity of the beverage market is constantly expanding, and the market prospects of the beverage industry are promising. According to relevant data, during the gold growth period of the beverage market from 1999 to 2002, the old bottled water and carbonated water beverages were in a weakening trend, which has been negative for two consecutive years; the new functional beverages and tea beverages have increased in the past two years. Stable, steady and rising; the most obvious increase is the number of juice drinks. 2. Market composition

The beverage market has four categories: carbonated drinks, bottled drinking water, tea drinks, and juice drinks. 3. Market hotspots

Functional beverages will be popular in the beverage market. With the continuous improvement of the living standards of urban residents in China, people's consumption demand for beverages has also undergone significant changes. Drinking beverages is no longer just for thirst, but hopes that beverages can provide additional health care functions such as reducing fire, beauty, supplementing trace elements necessary for the body and fitness. Beverages with specific functions will become another important market segment in the beverage industry in the future. Summary of marketing environment analysis 1. Disadvantages and threats

The biggest threats and challenges are mainly from the homogenization competition between the whales and the local beverage brands of multinational beverage brands. The homogenization competition is not only reflected in the homogenization of products, but also in the homogenization of advertising to shape the brand image. Effectively form brand personality and achieve market segmentation.

The white-hot competition of brand competition, the concentration of brand consumption and the lag of business philosophy have become the bottleneck restricting the development of enterprises.

, brand concentration: the highest mixed juice, the lowest water / tea drinks;

Most of China's domestic beverage companies have implemented decentralized operations, and the scale is generally small. There are many regional beverage brands, and there are only a handful of famous brand products that have an impact on the national beverage market. 2. Advantages and opportunities

The development of local beverage companies has taken shape and won the favor of consumers with its well-known brands. Diversified consumer demand provides a broad market space for the development of new beverage products. With the progress of society and the continuous improvement of living standards, consumers are beginning to Focus on self-development, mainly on the nutritional content of beverage products and whether it is a higher level of psychological needs such as natural health, green environmental protection and fashion taste. And increasingly segmented consumer groups provide opportunities for beverage companies to target marketing

Different beverage groups have different beverage consumption needs. These differences are reflected in the areas of taste, brand, price, packaging, promotion and advertising style that all consumers are exposed to products and information. The highly segmented market provides market expansion for beverage companies. Unlimited space. 3. Key issues

Reflecting the unique value of Red Wang Laoji, establishing an advanced brand management concept and a standardized operation mode II. Consumer analysis

1. Consumer's overall consumption situation

A quarter of consumers said that the number of drinks in the last two years has remained basically unchanged. Only a small number of consumers have reduced the number of drinks in the last two years, indicating that nearly one-half of consumers drink beverages. As the beverage market capacity continues to expand, the overall beverage industry market prospects are promising.

According to market research and analysis, consumers who drink functional beverages are more and more, while consumers who drink carbonated beverages and water beverages will gradually decrease. 2, consumer behavior analysis

Among the many factors affecting the purchase of beverages, “good taste” ranks highest, with a ratio of more than 50%. It can be seen that taste is the most important factor affecting the purchase of consumer groups. Second, the impact of prices can not be ignored, and is listed as the second biggest factor affecting purchases. At the same time, brand awareness, shelf life, and ease of purchase have become the heaviest factors that people generally consider when purchasing. In addition, the impact of advertising is also very important. The US Department of Health, packaging also has a certain appeal to purchase. Third, product analysis

1. Analysis of existing beverage products for existing beverage products:

The survey shows that the shortage of existing beverage products mainly includes: 1. too many products, no distinction between good and bad; 2. too common, project planning, too few personality; 3 brand mess; 4. lack of nutrients; 5. carbonated drinks Too much; 6. Very few drinks to replenish physical strength; 7. Single function.

2, product life cycle analysis

Different types of beverages are at different stages of the market, and market space and expansion strategies also vary widely. Carbonated beverages have entered the mature stage of the product, and the brand concentration is very high. Enterprises can achieve profit growth by expanding distribution channels and market coverage; juice drinks and tea beverages are still in the product growth period, and the market space is still large. The consumption of tea beverages in many places is still in the cultivation period, and the market prospect is very broad. At the same time, some emerging beverage types such as health care and sports functional beverages are also expected to become the next economic growth point of the beverage industry. Currently, there are no major products in this market, and consumer demand has also shown a significant growth trend. 3. Brand analysis of products The brand structure is increasingly diversified. Foreign brands are mainly Coca-Cola and Pepsi-Cola. Domestic brands are mainly Wahaha, Master Kong and Uni-President. Taking tea beverages as an example, after Master Kong and reunification, Wahaha and many second-tier brands still benefited from the mainstream tide. Brand concentration is highest in carbonated and blended juices, while water/tea beverages are the lowest. Fourth, the analysis of enterprise competition status 1, the status of enterprises in the competition

Jiaduobao Group is a large-scale professional beverage manufacturer based in Hong Kong. In 1995, it launched the first can of red canned “Wang Lao Ji”. In 1999, it set up a production base in Changan Town, Dongguan City, Guangdong Province, China. After obtaining the brand management right of “Wang Lao Ji”, the sales performance of its red Wang Lao Ji beverage has been in a state of tepid state for six or seven consecutive years.

2, the company's competitors

Domestic competitors: Wahaha, Master Kong, Uniform, Huang Zhenlong Herbal Tea and other foreign competitors: Coca-Cola Pepsi, etc. 3. Comparison opportunities and threats between enterprises and competitors

Opportunity: In the study of consumers' perceptions of competitors, it was found that the direct competitors of Red Wang Laoji, such as chrysanthemum tea and herbal tea, were only low-priced infiltrated by the market due to lack of brand promotion, and did not occupy the “preventing fire” beverage. Positioning. Cola, tea drinks, fruit drinks, water, etc. obviously do not have the function of "preventing fire", but only indirect competitors. Threat: Outside of Guangdong and Guangxi, people do not have the concept of herbal tea. Moreover, the demand for “fire reduction” by consumers in the Mainland has been filled, mostly by taking drugs such as Niuhuangjiedu tablets. It is difficult to make herbal tea, and it is equally dangerous to make a drink. If you look at the entire beverage industry, carbonated beverages represented by Coca-Cola and Pepsi, tea drinks and juice drinks represented by Master Kong and Unification are in a difficult market position. Advantages and disadvantages

Advantages: Among many old-fashioned herbal teas, Wang Laoji is the most famous. Wang Laoji Herbal Tea was invented in the Qing Dynasty and has been known for 175 years. It is widely recognized as the ancestor of herbal tea and is known as the “medicine tea king”, India. In modern times, Wang Laoji herbal tea has spread all over the world along with the Chinese. Disadvantages: Red Wang Laoji is tired of the brand name, and can not smoothly let the Cantonese accept it as a drink that can be used regularly. In another major sales area in southern Zhejiang, consumers compare “Red Wang Laoji” with beverages such as Master Kong tea and Wangzi milk. As the best-selling products in the region, the company is worried that the red Wang Laoji may become a fashion that is coming and going. Main problem point

The core problem of Wang Laoji is that there is no brand positioning. Problem diagnosis and target market selection 1. Diagnosis of enterprise problems

1. Analysis and evaluation of the original market views of enterprises

After Guangdong Jiaduobao Beverage Co., Ltd. obtained the brand management right of “Wang Lao Ji”, its sales performance of Red Wang Lao Ji Beverage was in a state of tepid state for six or seven consecutive years. Companies want to change the status quo by advertising to promote sales. For this situation, this practice of enterprises is a short-sighted strategy. 2. The main problems in corporate marketing

Existing consumers have cognitive confusion about their existence;

It is impossible to get out of Guangdong and southern Zhejiang. Consumers in other places have difficulty in understanding herbal tea; and the concept of corporate propaganda is vague. 3. The key reason for the problem is that the company does not have a clear brand positioning. Second, marketing objectives 1, strategic objectives

Red Wang Laoji is used as a “functional drink”. The real motivation for buying Red Wang Laoji is to “prevent the fire”; brand positioning – “preventing the drink”, its unique value lies in drinking red Wang Laoji can prevent it from getting angry. Let consumers enjoy life without worry. 2, marketing objectives

Red Wang Laoji is competing in the “beverage” industry, and its competitors should be other beverages; five scenes that consumers think are the most vulnerable to everyday life: eating hot pot, watching the game overnight, eating fried food fries, Barbecue and summer sun baths, publicity and sales, special development of dining venues, creating a flagship store image in a group of restaurants. 3. Financial goals

Expand consumer demand and quickly drive sales of products. Third, the target market strategy 1, the market segmentation

Carbonated drinks: represented by Coca-Cola and Pepsi;

Tea drinks, juice drinks: represented by Master Kong, Uniform, Huiyuan; Functional beverages: represented by chrysanthemum tea, herbal tea, etc.; 2. Target market selection

The company's products belong to the beverage industry, and its direct competitive industry is “functional beverages”. I. Market positioning strategy 1. Market creativity and positioning

The brand is repositioned as “preventing the hot drink”. Its competitors are other beverages. The products should compete in the “beverage” industry. Its unique value lies in the fact that drinking red Wang Laoji can prevent the fire and prevent consumers from Worry and enjoy life 2, market positioning strategy

Out of Guangdong and southern Zhejiang. Since "getting angry" is a universal Chinese medicine concept, and is no longer confined to the Guangdong and Guangxi regions like "herbal tea", this will completely remove the obstacles for the red Wang Laoji to go to the country.

Form a unique separation. The accuracy and novelty of the brand positioning of “Preventing the Fired Drinks” has brought the product's contradictory dual identity to a completely organic combination. Make products and competitors effectively distinguishable. KFC has identified Wong Lo Kat as a specialty product in China and has decided to sell its drinks on-site at its restaurant.

Turn the disadvantages of the product into advantages. 1. The faint taste of traditional Chinese medicine has been successfully transformed into a strong support for “preventing fire”; the retail price of 2, 3.5 yuan, because “the function of preventing fire” is no longer “unreachable”; 3. “Wang Laoji” The brand name and long history have become the best proof of preventing the "authentic" of getting angry. Conducive to the cooperation between Jiaduobao and domestic Wang Laoji Pharmaceutical. Second, the market creative strategy 1, creative composition and points

TV commercials use five scenes that consumers think are the most easy to get angry in daily life: eating hot pot, watching the ball all night, eating fried food fries, barbecue and summer sun bath. People are enjoying the above activities while enjoying the above activities. Have a drink of red Wang Laoji.

Combine the fashionable and dynamic advertising songs to sing "No need to be afraid of anything, enjoy life, fear of getting angry, drink Wang Laoji", and urge consumers to think of red Wang Laoji when eating hot pot and barbecue, which leads to purchase. The propaganda mainly highlights Wang Laoji as “a drink to prevent fire”. Its unique value lies in drinking red Wang Laoji to prevent fire and let consumers enjoy life without worry. 2, creative application and description mainly use advertising communication, which includes CCTV and local strong media, but also focus on the development of a variety of promotional channels. It is true that the brand should occupy a position in the mind of the consumer. The next important task is to promote the brand and let it truly enter the hearts of the people, so that everyone knows the positioning of the brand, thus lasting and powerfully affecting consumers' purchasing decisions. From the very beginning, the TV media of Red Wang Laoji chose to lock the CCTV that covers the whole country, and combined with the strong local media in the original sales area, in just a few months in 2003, it invested more than 40 million yuan and the sales volume increased rapidly. In November of the same year, the company pursued the victory and then spent huge sums of money to purchase the CCTV 2004 gold advertising period. It is this kind of stormy rain mode that guarantees that the red Wang Laoji quickly enters people's minds in a short period of time, giving people a deep impression and quickly reddening the country's north and south. Marketing combination strategy I, product strategy

Wang Laoji's products are positioned as a functional beverage. Wang Laoji's role is to “prevent the fire”, which avoids red Wang Laoji and carbonated beverages represented by Coca-Cola and Pepsi, and tea drinks and juice drinks represented by Master Kong and Uni-President. The direct competition of giant products forms a unique segment. In comparison, Red Wang Laoji’s “herbal ancestor” identity, mysterious Chinese herbal formula, and 175 years of history are clearly capable of occupying “preventing drinks”. Moreover, the direct competitors of Red Wang Laoji, such as chrysanthemum tea and herbal tea, are only low-priced infiltrating the market due to lack of brand promotion, and they do not occupy the position of “preventing the fire”. Second, the brand strategy

Brand positioning - "preventing the drink of the fire", its unique value is - drink red Wang Laoji can prevent the fire, let consumers enjoy life without worry: fried, spicy food, barbecue, all-night watching football „„ Red Wang Laoji is responsive to existing consumers and does not conflict with it. “Opening a new category” is always the first choice for brand positioning. If a brand can position itself as a different choice from a strong competitor, its ads will only convey new categories of information, and the effect is often amazing. Red Wang Laoji was introduced to the market as the first drink to prevent the fire, so that people know and accept this new drink through it. In the end, Red Wang Laoji becomes the representative of the drink that prevents the fire. As the category grows, it naturally has the largest. The proceeds. Third, the pricing strategy

After Wang Laoji's successful product positioning and brand positioning, the retail price of 3.5 yuan, because of the "function of preventing fire", is no longer "unreachable." Fourth, the relationship strategy

1. Handle the relationship with Wang Laoji Pharmaceutical in the Mainland

Because the red Wang Laoji is positioned in the functional beverage, it is different from Wang Laoji's “drug” and “herbal tea”, so it can better promote the cooperation between the two companies to build the “Wang Lao Ji” brand. At present, the two companies have jointly funded a film series about the founder Wang Laoji practicing medicine - "Pharmaceutical King Lao Ji".

2, deal with the relationship with consumers

In the frequent promotional activities, the same attention was paid to the theme of “fear of getting angry and drinking Wang Laoji”. For example, in the latest promotion, Jiaduobao held a scratch card campaign for “Summer Summer Retreat Wang Laoji, Green Water Qingshan”. Consumers are scraping the words “Summer Summer Retreat Wang Laoji”. In Europe, you can get two tickets for local summer resorts and stay for 2 days at a local resort. This kind of promotion not only achieves the purpose of instant promotion, but also strongly supports the consolidation of the brand positioning of Red Wang Laoji's “preventing the drink”. 3. Dealing with the relationship with the middlemen At the same time, in the promotion activities for the middlemen, in addition to continuing to consolidate the traditional channels of “Jadobao Sales Elite Club”, Jiaduobao also fully considered how to strengthen the development of the catering channels. Control, implement the "hot pot shop city" and "cooperative hotel" plan, select the main hot pot restaurant, restaurant as "Wang Lao Ji sincere cooperation shop", invest funds with them to carry out holiday promotion activities. Due to the benefits provided to the merchants, Red Wang Laoji quickly entered the catering channel and became the main recommended beverage. At the same time, Jiaduobao can arrange a variety of practical and effective terminal materials according to the characteristics of the site. While increasing sales, the catering channel has become an important place for advertising. VII. Effect prediction and monitoring of marketing activities 1. Forecast of marketing effects

Through marketing activities, we can rapidly increase the sales volume of enterprise products, realize huge profits of the company, form a new image of the brand, and help to expand its own market in the country, and finally realize its own brand positioning. 2. Monitoring of marketing effects

In 2003, the sales of Red Wang Laoji increased nearly four times compared with the same period of last year, from 100 million yuan in 2002 to 600 million yuan, and quickly rushed out of Guangdong with lightning speed. In 2008, despite the continuous expansion of production capacity, the company was still in short supply, and orders were like snow flakes. The annual sales exceeded 10 billion yuan. At the same time, KFC, a company owned by PepsiCo, has identified Wong Lo Kat as a specialty product of China and has decided to sell its restaurant on-site drinks. This is the only Chinese brand in China that has entered the KFC chain.

In 2002, Wang Laoji’s annual sales volume was 180 million yuan. In 2003, Wang Laoji’s annual sales volume was 600 million yuan. In 2004, Wang Laoji’s annual sales volume was nearly 1.5 billion yuan. In 2005, 2.5 billion yuan was about 4 billion yuan in 2006, about 9 billion yuan in 2007. Yuan 2008 was about 12 billion yuan. . . . . .

This kind of fanfare and appeal is intuitive and clear, "I am afraid of getting angry, drinking Wang Laoji" advertising campaign, directly hit consumer demand, promptly and quickly promote sales; at the same time, with the promotion of brand, consumer awareness continues to strengthen, gradually become the brand Establish a unique and long-term positioning - truly build a brand.

The third article: advertising planning book essay

The business plan book is for the purpose of attracting investment financing and other development goals by the enterprise or project unit. Based on the research, analysis and collection of relevant materials, the company and the project will, according to the specific requirements of certain formats and contents, Other relevant personnel fully display the written materials of the current status and future development potential of the enterprise project; the business plan book is a blueprint and guide for business activities including project financing, strategic planning, etc. It is also the action plan and implementation plan of the enterprise.

The business plan book is a comprehensive description of the development of the enterprise, is the embodiment of the quality of the business operators, and is one of the important conditions for the company to have good financing capabilities and achieve straddle development. A complete business plan is not only a key factor for successful financing, but also a core management tool for business development.

China Business Intelligence Network has rich experience in business plan book preparation and a first-class team. It can deeply explore the advantages of the project and present the contents of project potential, business model, operation plan and financial forecast to investors. Limiting the value of your company/project and ensuring that your business plan is at the forefront of your peers will be a stepping stone to your successful financing.

table of Contents:

I. Preface II. Advertising goods III. Advertising purpose 4. Advertising period 5. Advertising area VI. Advertising object 7. Planning concept 8. Advertising strategy

IX. Advertising theme performance and media application

I. Introduction

The company's agency advertising x shampoo products for the entire advertising operation, has been nearly two years, two years, the company has always been dedicated to the industry's professional attitude, for the marketing and advertising strategies of this series of products, etc. In addition to striving for performance, the advertisements also cooperate with the thriving business and promote product sales. The company's agent shampoo advertising, the first year of advertising focus on the soap, the expansion of the popularity of the product and the impression of the deepening of the impression can not be underestimated, the advertisement was thus awarded the Golden Bridge Award sponsored by the Economic Daily; In the second year, in order to cooperate with your company's management policy, the first half of the year, x shampoo is the main product of advertising, emphasizing that dandruff can not be ignored, that is, taking action, the title we chose is "to deal with dandruff to choose good shampoo", Educating consumers to choose the shampoo concept and method correctly also received good results. At the same time, they also won the Best Creative Award for Excellence in Advertising, sponsored by Life Daily. However, according to the analysis, although the market for shampoo is large, it is not easy to compete for a high market share due to the large number of competitive brands and large advertising investment. The company's recommendations for sales and advertising appeals for the next year should be placed on the designated purchase and convergence and annual advertising investment focus, and x shampoo-based, the following is the company's research based on market and consumer psychology factors. Year x shampoo advertising business case.

Second, advertising products

Guangdong x shampoo company - x shampoo three, advertising purposes 1, to promote the purchase of 2, strengthen the characteristics of goods 3, convergence, annual advertising

4, the degree of influence of communication: unknown - well-known - understanding - convinced - action

Fourth, the advertising period

Fifth, the advertising area

All regions of the country

Sixth, advertising objects

Seven, planning ideas

Two types of market size changes:

a: The change in quantity - changes with the natural increase and decrease of the population.

b: qualitative change - changes with social form, values, cultural standards, etc. In these two kinds of changes, the same type of goods will suffer the same influence, that is, they are all powerful, and the changes are mostly gradual, and they are not related to the power of a single brand.

Increase in old market share

Increase in usage and purchase frequency

As far as x shampoo is concerned, because it is a cosmetic daily necessities, it is a product of personality, and it is different from some products that cause impulse purchase. Therefore, "development of new markets" is very difficult, and it is necessary to use the mutual notification of the old market to New markets are added, and markets that are augmented by changes in the quality and quantity of the market are not likely to monopolize.

In terms of "increased frequency of use and purchase", the purchasing rate of shampoo daily necessities is high, but there are too many brands, and it is not beneficial to the overall performance. Therefore, the only thing that really allows us to work hard is “Improving the market share of the old market” and how to capture the market of other brands, enabling consumers to convert their brands and purchase my brand by name. This is our goal in advertising promotion in the future. This goal can be further divided into: 1. Promote consumers to name the purchase x 2. Promote the shampoo store owner to actively recommend x VIII, advertising strategy for consumers

1. For all levels of consumers, use different media to make effective appeals.

2, the production of stickers on the taxi, on the public chair back and public telephone or company line number of telephones, to remind consumers to pay attention to anytime, anywhere, to make up for the lack of mass media, and has a public interest and pr role. 3. Produce small calendar cards, which will be distributed to people from all walks of life before New Year's Day. For example, they can be placed in shampoo shops and commercial districts for free. They can also be placed in magazine pages to present readers.

4. In addition to official large-format advertisements, guerrilla-style strategies can be used in newspapers and magazines, using economic daily newspapers and joint and medium-time classified advertisements, occasionally placing small advertisements, one saving money, and two Can make up for the lack of frequent appearance of large ads. As long as the design is concise and eye-catching, it still has a great effect. The US-based company will use this strategy.

Nine advertising theme performance and media application

For cards and billboards with good advertising content, choose x.

Draw a beauty on the billboard, focusing on his hair, and the x brand. The same is true on the card, but samples can be attached. Let users feel the following effects, so that they can buy more assured.

TV advertising planning

Broadcast during the prime time of the TV station:

Picture: A beautiful girl, a long flowing hair, shaking hands while walking, the street is looking back at her, then he said, want good hair? Learn me! Love life, love x.

Broadcasting station

The broadcast content is an introduction to x, such as a guest, to do an x ​​interview.