Brand planning book

This article catalogue 1 brand liquid milk listing planning documentary 2 a liquor brand planning documentary 3 "Caigen Tan Liquor" brand marketing promotion planning program Part 1: a brand liquid milk listing planning documentary

In recent years, the domestic liquid milk market is mainly based on milk, and its market competition has become increasingly fierce. Although the demand for liquid dairy products has increased sharply with the increase in consumption levels, the entire market is close to saturation, and After several reshuffles, it has also formed "Ili" in China.

Big brands such as "Mengniu" and "Sanlu" have been separated from the overall market situation. It is not an easy task to make a market for liquid dairy products and to make a big move in the short term.

A group company in Shandong wants to test the water and liquid dairy products industry. The author has conducted several secret meeting forums with the decision-making layer of this group company and domestic well-known dairy products experts. After several in-depth communication and discussion, the author finally proposed to avoid liquid milk. The positive competition of the products, another new path, starting from the "plant protein", a new generation of plant protein nutrition drinks.

[Excavation: "Plant Gold" for category innovation]

Nowadays, with the improvement of living standards, people pay more and more attention to nutrition and health. Therefore, many people drink milk every day in order to enhance their physical fitness. Milk mainly meets the human body's demand for protein and calcium, but it is an "animal protein". Many people worry about getting fat, or because they don't like or can't adapt to milk because of physical function, which forms another market demand. . In addition, with the improvement of people's living standards, “vegans” have gradually developed into a group that cannot be underestimated, and many of these people are successful people with certain social foundation and material life; we develop The “Su Milk” is made from high-quality soy protein isolates from abroad. It is rich in a variety of amino acids, vitamins and trace elements that are essential for the body but cannot be synthesized by itself. It is cholesterol-free, animal fat and lactose. The new high-vegetable protein nutrition drink, which is delicious, meets this need.

We have positioned this “plant gold” as a high-end product. In order to give consumers a full consumption reason, we named this new category “a milk”. Next, we conducted consumer positioning, product line planning, and channel positioning.

1, a prime milk target consumer group positioning: After several months of meticulous market research and spss statistical analysis, we target consumers as: 1.18-45 years old white-collar workers, fashion women and customers who currently consume protein powder; 2 Middle-aged and elderly people who are retired in large and medium-sized cities have health-conscious people.

2, a milk product line planning: image products --- Tetra Drilling; profit products --- Tetra Pak and Tetra Pak Pendant; volume products --- Bai Li packaging three echelon lineup, comprehensive listing.

3, a vegetarian milk main sales channel positioning:

Large and medium-sized commercial supermarkets, mass merchandisers, and star-rated hotels are the main channels; effective stores are used as high-quality community circulation channels.

[Effective marketing: cutting the liquid milk market]

Listing Strategy:

1. Channel interaction to improve brand competitiveness

In the actual implementation of the new product launch, there is always a phenomenon that the advertisement and the terminal are out of line. No matter what brand you are, no matter what kind of advertising bombing you have, if you don't have the support of the terminal, there is no consumer, the product is good, and the brand is big, it is difficult to produce good sales performance.

According to the characteristics of each region's supermarkets, catering channels and market conditions, we adopt a channel interaction strategy. After the listing of a milk products, the brand image performance system is fully utilized, and the theme outdoor advertising, posters, kd boards, roll-ups and other public items are used as the main tools for the advertising of each channel. All Guangxuan materials convey the same theme image.

In the market start-up period, the two strategies of “synchronizing goods and advertising” and “cultivating sales hotspots in the terminal” were adopted to create a good sales atmosphere, highlighting the charm of the brand and forming a good word-of-mouth communication effect.

2, determine the key points, take into account the general, establish local advantages

Identify key markets and general markets in the regional market. Focus on the 2:8 principle, clearly define the terminal points in each region, closely combine the local resources of the dealers, and concentrate the limited support costs, and focus on the phases and steps. The market invests to form part of the market's advantages, and in a short period of time to increase sales, quickly establish a model store and model market in the jurisdiction.

〖Promotion strategy〗

1. Effective public relations activities

Organize a variety of large-scale a-milk seminars, and cooperate with the theme of the seminars to spread the new concept of “a milk” with the recognition and reputation of authoritative people, and form a chain effect in the press, attracting media and public attention and forming new During the period, the hot trend of new trends in health consumption spread rapidly, thus guiding “new health consumption”.

2. Effective media advertising

After gradually improving the network construction work at all levels of the market, large-scale coal bodies in key markets have vigorously promoted the promotion of brand image and conceptual output of products, and strongly led the new trend of healthy consumption.

3. Effective promotion activities

Closely close the effective terminals at all levels, occupy the commanding heights of the terminal, quickly establish a model store, so that the terminal forms a good sales revolving, resulting in a good brand effect, while radiating other peripheral terminals, in line with the local advantages of the regional market to form a line to the point, Re-connect, and expand the strategic planning of the weaving network in stages. Conduct different promotions for dealers, terminals, consumers, etc. in different periods.

[Conclusion]: A brand new brand is emerging. . . . . .

Part 2: Documentary of a liquor brand planning

First, find a breakthrough point in the market environment

The huge consumer demand and huge profit margin of the liquor market have led to the killing of countless heroes. There are so many brands, and you will sing to us. A few famous wines sit firmly in the mountains and hold the secrets of liquor martial arts. It is difficult to shake the miscellaneous liquor. However, under the support of China's huge market and large consumer groups, it still has its own territory and source of wealth.

The consumption of liquor currently appears to be shrinking, mainly due to the development competition of other liquors. Especially with the development of beer and wine, the needs of consumers are becoming more diverse. Consumers’ attitudes and needs for health have changed and improved. However, liquor consumption still has an irreplaceable status and role in other liquors. Therefore, the liquor market still has considerable potential and development space.

Consumer demand in the liquor market is changing, consumer perception is changing, and change is passed. Its market space still has huge capacity, the order of market operation will be more and more standardized, the means of competition will be more diversified, and the speed of change will be more frequent. How to survive will be the primary issue in entering the liquor market.

Faced with such an environment, such a market, "a brand" must have its own space, its own position, its own image - that is, to give the "a brand" brand a difference and other significant labels. Excavate from "emotion" and sublimate from "emotion". Although, "emotion" is not a fresh point of view, although there are already too many cases; but its charm is still infinite, there are still many points to buy. The Chinese people are emphasizing their feelings, telling their family, and saying goodbye... These are the solid development foundations of the “a brand”.

Do "emotional" products; do "emotional" marketing; establish "a brand" China's first "emotional liquor" brand image.

Second, launch emotional buttons to shape emotional brands

(1) Product positioning: Grab both ends of the high and low gears, squeeze to the mid-range, and develop gift space.

Based on the "a brand" product and brand characteristics, we also make such a strategy based on the analysis of the market. The so-called grasp of the two ends is that the "a brand" theme image products take the high-end market, "a1" products go low-end and the channel market. Squeeze to the mid-range, which is to quantitatively develop "a2" products according to market needs and competition purposes. The purpose of developing gift space is to do “emotional marketing”, so that a brand truly becomes China’s first “emotional” gift wine.

(two), brand positioning

1. Brand concept: a brand, as an emerging liquor brand, there is no clear history to trace its roots. Therefore, it can completely abandon the “white liquor history card” flooded by the Chinese liquor market and turn to modern consumption. The broad psychology of the people is the entry point and go all out to build their own brand culture.

2, brand image positioning: "a brand" is the wine that expresses the true feelings. So the image should be like a loved one, a friend, a confidant... Every bottle of wine represents a story of true love. The “a brand” wine is based on the traditional virtues of China and reflects the glimpse of the Chinese millennium culture. The spread of the “a brand” culture is the entry point, and the pursuit of the true emotions of the consumers’ hearts is diverging the hearts of consumers. The expression and desire of true feelings; she is rooted in the rich spiritual world of people, and is luxuriant in the material society of true and precious. It aims to enable consumers to use wine and lyrics to sway the deep friendship between people and achieve true communication.

(III) Targeting consumer positioning

According to the price system established by a branded products, the two products “a brand” and “a1” belong to two different grades, among which a brand takes the gift as the main way and takes the gift route as the middle and high-end products; "The main attack on the market access, to win by volume, positioning for the middle and low-end products. These two different consumer positioning are established according to different target consumers.

1. Image characteristics:

a, "a brand" target consumer group image characteristics: a brand-locked consumer groups, age analysis should be between 25-50 years old, well-educated. Participating in the work for more than two years, the income is relatively rich, stable, and has independent economic autonomy. These people often participate in various social activities, have full opportunities to contact and consume liquor, and thus form a preliminary understanding of the liquor brand.

b. Image characteristics of “a1” target consumer groups: “a1” is aimed at the consumer groups, mainly the general public, aged between 20 and 80, participating in the social division of labor, but due to the division of labor attributes, economic income is relatively limited. A large part of this type of people has a soft spot for white wines, and for economic reasons, there is little opportunity to enjoy high-priced, high-quality white wines that are expensive.

2, psychological characteristics:

a, "a brand" target consumer group psychological characteristics: because of the good educational background, such people know the book, and have the ethical conduct of courtesy and respect. They pursue high-quality life, high-quality enjoyment, and some individuals have obvious influence in the group. It is easy to create various "word-of-mouth popular" and form a follow-up phenomenon.

b. Psychological characteristics of the target consumers of “a1”: This type of consumer is the group that puts life first and will enjoy the postponement. Due to the specificity and complexity of real life, their mentality has to be more Improve life on this link. They also have the moral values ​​of courtesy and respect, but they are bound by the objective economic conditions. They consider everything reasonable.

The basic principle of cost-effectiveness.

3. Consumption patterns:

a, "a brand" target consumer group consumption pattern: due to a certain economic foundation and consumption initiative, their consumption is more arbitrary. In addition to the daily necessary expenses, it is often a good fortune and heart. They have the concept of investment. Whether they are economic investment or emotional investment, they can always look at things with a developmental perspective. They are willing to give gifts to family and friends, thinking that this is communication

An important way of mutual affection, and attachment, enjoyment of this spiritual pleasure, think that this is a more pleasing thing than matter.

b. Consumption pattern of “a1” target consumer group: Compared with the consumer group of a brand, the target consumer group of a1 wine has the characteristics of rational consumption. They always plan their daily expenses clearly, which are necessary and which are extra. For rational consumers, they will carefully compare and analyze the consumption items outside the daily planning, and finally finalize one of the most affordable products. For emotional communication, they have lived and embodied their own life, presenting a unique style of civilians. Instead, they are not very familiar with the pros and cons of the form.

(IV) Exploration of brand creative performance strategy

1. Overview of the strategy

The “a brand” brand creative performance strategy will be comprehensively planned from the aspects of plane, TV, soft text, internet, terminal, etc. These aspects cooperate with each other, complement each other and interact with each other, and finally achieve promotion products and dissemination. The effect of the brand.

(1) The content of the graphic performance strategy is mainly aimed at hard advertising, and aims to spread products and brands through creativity, design, display and dissemination of beautiful graphic images. The flat image is divided into two categories: product image and brand image. Among them, the product image refers to the flat image with the product appearance as the main body in the picture, which allows the customer group to intuitively receive and memorize the appearance of the product to achieve the purpose of promoting the product; and the brand image refers to the presence or absence of the image. The appearance of the product appears, and the theme of the brand culture is the theme of the picture. It can be an abstract figure, or it can be related to the brand culture, with the words of the sacred road. The purpose is to make the customer group through visual and small amount. Reading has a preliminary understanding of the cultural connotation of the brand, and thus left a deep impression on the product. The flat image can be used in a variety of promotional formats, including outdoor advertising, newspaper and magazine print ads, and product catalogs.

(2) The content of soft text communication is mainly soft advertising. Ordinary newspapers and magazine media can use festivals, such as the Spring Festival, New Year's Day, Double Ninth Festival, Mid-Autumn Festival and other festivals, to spread the brand culture connotation in the form of greetings and congratulations. In the professional media, soft speculations are carried out in terms of corporate strength, brand culture, product quality, marketing preferences, etc., in order to attract distributors. In addition, it also includes the creation of copywriting manuals, image albums, etc. A creative and unique style album has the same important role as the product itself.

(3) TV media promotion is another important form of creative strategy. An interesting advertisement is not only a publicity of the product, but also an intuitive disclosure of the brand's connotation. The flexible form of TV advertising, extensive extension, and convenient interaction are the most vivid ones in advertising creativity. A brand of TV commercials will focus on touching people and attracting people with interest. In addition, according to the development stage of a branded product, cooperate with various public relations activities to produce a documentary TV feature film, play it on TV media, or make it into a CD-ROM, which will further enable dealers and consumers to understand products and understand brands. Form a reputation for the industry and consumer groups.

(4) The Internet occupies an increasingly important position in the modern life. Modern enterprises can not subscribe to newspapers, but they can't live without the Internet. It is responsible for the collection and transmission of information. Among ordinary consumers, some people can not watch TV, but they cannot do without the Internet, access information, and interpersonal relationships. Communication and spiritual communication are realized in the invisible cyberspace as a touchable reality. Establishing product websites, advertising on major portals, and cooperating with influential websites to host various events can play a role in promoting brands in a subtle way.

(5), the terminal has always been a battleground for liquor marketing, and the terminal war is also intensifying in the years of commercial competition. As the primary condition for terminal marketing, it is to build a unified and excellent terminal image. The superior terminal image can make consumers stand out from the crowd and stand out from the crowd. The innovation of form and the vividness of content determine the pros and cons of the terminal image, and also directly affect the situation of terminal marketing.

(6), the promotional items are small, small seems to be insignificant, but often this is a small promotional item, played a significant role in the transmission process around the clock. Gifts are not expensive, but more important than love, if it is ruthless, gold can only be two thousand gold. The design and production of promotional gifts that are in line with the cultural connotation of the brand makes the gift of the gift full of emotions, which not only saves costs, but also plays an important role in communication and promotion.

2. Overview of strategy classification:

a, plane performance strategy

(1) Outdoor advertising:

Purpose: To promote public awareness by promoting products and brand image.

Means: By designing various outdoor advertisements, selecting time and place to release in time, forming a strong propaganda in a relatively quick time period, intuitively promoting a brand brand culture, image, characteristics, etc., expanding the influence of customers and the reputation of enterprises and products. . Specific forms, including:

Poster: Promote corporate products, brand culture

Desk card: placed in the counter, small and easy to browse

Flyer: easy to spread, display product image

Inkjet: set in a crowded, commercially prosperous place, or a broad and eye-catching place to spread product image, shape corporate image, and shape brand culture;

Light box: set at the bus station, etc., in the early stage, the product image is the main one, the product will be transmitted to the consumer's field of vision in the first time, and the brand image theme graphic design advertisement will be the main part in the later stage.

(2), newspaper, magazine advertising:

Purpose: Focus on the centralized promotion of the target audience.

Way: Select the newspapers and magazines that the target group is most exposed to for advertising.

(3), investment brochure, image manual

Purpose: For distributors to facilitate the development of product investment, or to distribute to consumers to disseminate product information.

Means: Beautifully designed albums embodying corporate culture, brand image and product image, attracting dealers' attention with vivid and detailed content such as system brand concept, brand culture and distribution support.

b, word communication strategy

(1) The soft papers are published in newspapers and magazines. The delivery time is concentrated on the peak seasons of various festivals and so on. The advertisements are promoted in the form of greetings and congratulations. The layout of the soft texts must be unique. The articles reflect warmth and care.

(2) Professional media reports and hype, professional brand culture and product promotion.

(3), the investment brochure, the image book copy, positioning the brand brand and products with exquisite, sincere and credible text packaging, impressing the dealer with strong and unique brand characteristics, attracting dealers with vivid and generous distribution conditions, prompting them to become a key part of the brand marketing system. In addition, the positioning of the investment and image manuals should be based on the re-integration of the packaging text at the development stage of the brand, and keep abreast of the times and flexibly gain insight into market reactions to establish brand appeal points at different stages.

(4), exhibition image copywriting, exhibition planning plan: cooperate with the product graphic image to convey the brand culture, to achieve the publicity effect of the combination of image and meaning; the planning of the annual trading event, with the exhibition style and process with distinctive brand style The speculation point is to carry out the planning work of the exhibition, and plan the ways and means of public relations activities during the exhibition, in order to pass the exhibition to achieve a full-scale display of the brand, laying the foundation for the next step of investment.

c. TV media promotion strategy

(1), the release of TV commercials, creative performance brand connotation and brand consumption appeal, in line with the psychological needs of the target consumer group, to move with emotion.

(2), shooting a special short film, combined with a wine industry - a brand - production base three aspects of information and characteristics for conceptual shooting.

(3), in the form of sponsorship, title, etc. appear in a hot spot of TV station or the episode of gold broadcast time, deepen the impact.

d, network promotion strategy

(1) Select the most influential large-scale websites: Sina, Sohu, Netease and other websites to publish flash advertisements;

(2) Conduct an online sentiment survey on the title of “a brand”;

(3), set a brand website, the content is detailed and rich, easy for consumers to inquire, but also easy for dealers to understand.

e, terminal promotional materials

(1), large and medium-sized shopping malls, supermarkets, hotels: the use of relatively large inkjet, hanging paintings on the outer wall of the store, intuitive and eye-catching, consumers can see far; in the store or at the entrance of the store, set up the counter, configure pop Advertising, exhibition racks, etc., the promotion lady dressed in a specially designed promotional clothing, spread the brand culture and appeal of a brand. The overall design of the counter is unique, and it is in harmony with the brand image and tone of a brand, and it is different from other products. Or set a conspicuous counter in a place with a large passenger flow, and configure the display rack and the desk card. Set the booth, the color is relatively pure, clean and warm.

(2), small supermarkets, restaurants: production shop recruitment, set x display stand, Taiwan card, small hanging pictures, occupy a favorable terrain, choose a conspicuous shelf to display product image.

f, promotional gifts

(V), brand integration communication strategy

"Emotional and emotional communication" is the core idea of ​​the whole brand communication.

1. Content of communication:

At present, a large number of liquor brands on the market spread their long history, unique geographical environment, rich culture... In the homogenization communication, it is difficult to spread the brand culture of “a brand”. We must have a unique and distinctive content of the brand. "Love" is the core content of our communication. "Love" can be divided into many kinds, family, friendship, love, affection, kindness... A brand "love" blends into wine, conveys emotions with wine, and deeply explores the "emotion" that modern people often overlook.

2. Ways of communication:

Modern means of communication are very rich, companies and advertising companies, media to see the needle, modern advertising information is ubiquitous. The mainstream four major media "TV, newspaper, magazine, broadcast" are no longer the only choice. "Network, dm single, car body advertising, wall advertising, terminal advertising, promotional activities..." have their own use. In the face of fierce advertising information wars, how should "a brand" fight?

"It is better to recruit a recruiting club than a trick." It is not a good thing to use it in any way. It is better to be proficient in one trick, but this trick is the most lethal. The “a brand” communication method is centered on small promotion and public relations activities and is widely publicized. You can choose TV commercials, radio, dm, and magazine-assisted activities.

Implementing the emotional appeal of a brand with “emotional marketing”. Through three years of communication, we have truly established the image of “a brand” China’s first “emotional liquor”.

The third article: "Caigen Tan Liquor" brand marketing promotion plan

China's liquor industry can be called "the world's best" in terms of scale, product output and number of enterprises. Liquor, as a unique traditional wine with a long history in China, exudes a brilliance in the world's strong alcoholic products and plays a very important role in the minds of consumers. China has a history of 5,000 years of civilization and has a wine culture of 5,000 years. Weddings and funerals, festive celebrations, friends gathering, visiting relatives and friends, must be respected by wine, with wine as a congratulation. Wine is dissolved in people's daily diet

While living, the wine culture is also deeply rooted in people's minds. With the improvement of people's living standards, people pay more attention to nutrition and science in diet, and pay more attention to taste and personality. In today's customer base, where blind consumption is replaced by rational consumption, the liquor industry also has a far-reaching and difficult-to-remove national significance and culture from ordinary citizens to high-level society, from small cities to large and medium-sized cities, from rich tables to boutique gifts. significance.

*Micro environment:

In the face of the liquor market filled with many liquor brands, consumers are no longer blind when they purchase. Many people pay attention to the actual needs of the products themselves, and gradually begin to pay attention to the spiritual needs of the brand. Therefore, while focusing on brand management, having a practical and individualized sales proposition is a winning magic weapon to expand and enhance the terminal sales force, and also a strategic focus for the future development of liquor manufacturers.

Opportunity analysis:

The advantages of the “Cai Gen Tan” liquor brand:

a. Backed by a distinctive culture;

b. Take the road of characteristic marketing;

c. the affinity of the brand;

d. The packaging has characteristics;

e. Integrating resources

f. Planning far-reaching

Marketing strategy

Flanking surprise

Our core thinking is to win by quantity, to dominate the business on the basis of quantity, and to seize the high point of the terminal. Earn the profit space that should be earned, recycle the operating costs as soon as possible, and then do the brand! So we decided to make a big article on the small bottle of wine, break the market gap, and sneak attack!

Any company needs profit to support daily operations, so the first thing to do sales, and then the brand's guiding ideology is absolutely correct! The main push of the core goods, gold-filled vegetable roots, and silver-packed roots, are made by promotion, small profits but quick turnover, if Can make the volume bigger, then the profit can not run! Steady operation, steady win, step by step to expand the market.

Finish the finishing touch.

More than 20 large-scale shopping malls, supermarkets, mass merchandisers, shopping malls during the listing period, using bundled sales, buy two get one free, with posters, POP, row or end frame, the venue should send comprehensive quality and technical experience, beautiful One of the promotional ladies with good expression skills, on-site guidance, induced purchases! Free off-site drinking, off-site promotional materials and product features.

Swallowing clouds.

Put all the other 40 medium-sized stores on the market, don't give any poster fees, POP fees, platoons, end racks, and only agree to do the price-changing promotion! The special price is 15 days. Of course, the first step is successful. The second step can create benefits.

The dragon is in the sky.

Established a public relations team to communicate and communicate with major shopping malls, supermarkets, mass merchandisers, cabinet chiefs, sales managers, store managers, and procurement personnel. For the long-term support for posters, POP, platoon, end frame, etc., cooperate with our promotion plan! If you do not agree with the support of the store, you will not give the price promotion support, very simple, the people's wine, who can afford, no愁 Sales, no need to worry about sales issues.

The tornado is broken.

Sun Tzu said: The soldiers, the potential is also good, the good man wins. Strengthen terminal maintenance, management and after-sales service, to achieve continuous cargo, proper inventory, ideal display position, POP neat and rigorous. The most important point is that all the supermarkets must be hyped.

Step-by-step active price reduction

1, the main idea:

A. During the introduction period, the company will use the high price and high promotion to carry out the cash market and quickly start the market.

B. Combination of clear and dark rebates to deal with the rushing goods, not to follow the price cuts, to win the product into the growth period.

C. Actively cut prices in stages, reduce the risk of overstocking, win the trust of distributors, and accelerate the maturity of products.

2. Specific operation:

A. Shopping stage:: * yuan / box cash shop, each box rewards 5 yuan gifts such as small umbrellas, mainly paved convenience store, Shangchao terminal.

B. The second stage: for the convenience store * yuan / box, buy ten get one plus dark return. At the end of this stage, the market of Caigen Tan wine has been initially launched. The market has entered the growth period from the introduction period. The second batch of batches began to rush from Zhengzhou* yuan/box, and the price of the convenience store is around *yuan, but we told the convenience store and merchants. Super Boss and the price of returning to us will definitely be lower than the rush, so that they can sell with peace of mind.

C. The third stage: cancel the policy of buying 10 get one free, the price will be actively reduced to * yuan / box, and each box * yuan will be rebate, and continue to promise a dark rebate. At this stage, the second batch of reversals followed our price and the market price dropped to * yuan / piece, but because the convenience store owner has established sufficient trust for us, the price is stable, and the sales volume has risen steadily.

D. The fourth stage: cashing out the previous rebate, and returning to the previous period according to the 2 yuan per box, the price is actively reduced to * yuan / box, cancel the rebate but continue to promise to return.

E. The fifth stage: After the first four stages, Caigen Tan wine has basically entered the mature stage, and the market has already sold a lot. At this time, the Spring Festival is approaching. We will hold the supply of Caigen Tan wine in advance and we will press the goods in advance. According to 2 yuan / bottle, all the back of the vegetable roots and wines were returned, and the policy of buying 10 get one free was introduced at the meeting, and it was no longer hidden.

F. The sixth stage: As the market entered a recession period, we canceled the purchase of 10 get one free, the price dropped to * yuan / box, increase the profit of the convenience store, supermarket owner, increase their enthusiasm, the dealer no longer carry out any promotion Let it digest naturally.

The "331 Marketing Model" of Cai Gen Tan Liquor.

The “3” in “331 Marketing Model” stands for “Three Major Projects”, which is “101 Project” for hotel terminals – an average of every 10 hotels is assigned a full-time salesman by the factory, responsible for daily gift exchange and customer service maintenance. , after-sales service, product image display, etc., at the same time set up brand promotion representatives in the A-type stores, focusing on strengthening communication with the store; the "Golden Network Project" for the circulation terminal - the key service target is to sign with the distributor The second batch of merchants and the following small batches, Xiao Shangchao,

The main purpose is to let the manufacturers' market support efforts be implemented in place; the large-scale shopping mall supermarket project - select 1/10 key supermarkets, at least three months in the year.

The “3” in the “331 Marketing Model” represents the annual Mid-Autumn Festival, National Day and Spring Festival for the circulation market, and each of them carries out a promotion to ensure that the promotion is not lower than the promotion scale of the same grade.

The “1” in the “331 Marketing Model” represents an activity, that is, the banquet uses the vegetable root Tan liquor activity. According to the principle of factual consumption, all the beverages that are consumed in all kinds of banquets, regardless of the channels purchased, have cigarettes, colas, mobile phones, freezer and other gifts on site.

Gold network engineering

The essence of the 331 marketing model is the launch of the “Golden Net Project”.

The Golden Net Engineering Service is targeted at the second batch of dealers, small second batches, and small supermarkets under the first-level dealers. It is the second batch of subordinate sales networks located before the distributors.

The main purpose of the Golden Net project is to:

1. Establish a terminal network in the circulation field. The purpose of the Golden Net project is not to sell more bottles of wine, but to establish a sound terminal network in the circulation field, and continue to improve the network through terminal maintenance.

2. It is beneficial for the factory to strengthen the management and maintenance of the circulation field. The two principles embodied in the 331 marketing model are that the factory has separate responsibility for the dealer, what the factory should do, and what the dealer should do. The purpose of establishing a distribution network is to have a network that allows both vendors to perform the assigned duties together.

3. It is conducive to the factory's regular and irregular promotion activities and brand promotion activities in the circulation field and network terminals. The purpose of the 331 marketing model is to make Cai Gen Tan a strong brand in the Shiyan area. Through the gold network project, each marketing plan and activity can be compiled into different outlets, and there is a quantitative concept in promotion. This is the importance and necessity of building a gold network project.

Hotel terminal strategy

The hotel terminal is a must for liquor merchants, and the hotel promotion is intensifying with the competition of merchants. The market shows that the hotel promotion strategy has been continuously characterized and segmented. The objective aspects of the hotel's grade, location, festival atmosphere, and consumption environment have been paid attention by many front-line personnel, but they often overlook the three types of people in the hotel terminal. Subdivision.

First, the mainstream hotel owner

Promotion purpose:

Liquor, especially in the middle and high end, is mainly concentrated in hotel terminals. The role of the hotel owner in the liquor sales segment is crucial. To enter the hotel, in addition to giving the hotel a huge entry fee, it must also carry out promotions for the hotel owner. Only in this way, on the one hand, the hotel owner can directly sell products to consumers, on the other hand, the products can be guaranteed at the hotel. The activities carried out can proceed normally.

Promotional tools:

The listing of liquor is inseparable from the usual sales rebate policy. For liquor-operated liquor products, the product directly gives the hotel owner direct benefits in the way of rebates, which inspires the hotel owner to actively promote new liquor products. Mainly in the two common ways of selling goods rebate and selling rebates, to meet the psychological expectations of hotel owners.

Distribution rebate policy. One to two months before the new product is launched, one or two bottles of new products, one or two bottles of white wine, and so on. Or bring a beautiful smoking set, wine set and tea set. In addition, the sales rebate policy can also set a rebate rate of 4 to 6, directly using the liquor as a rebate, the hotel and the salesman directly settled monthly, quickly and effectively motivate the hotel owner.

For new products, the product still needs a better promotion and extended sales curve in the later stage of the product launch. For example, the tourism promotion method is more suitable for launching in the later stage of the product launch. For the hotel to sell a certain amount of products, the hotel owner is regularly organized to travel. Prepare relevant training for hotel management, employee management, etc. for participating companies.

Second, hotel promoters or waiters

Promotion purpose:

The last part of the liquor sales process is that the hotel promoter or waiter successfully recommends the product to the consumer. This is the most important link in the sales of the product, especially the liquor product, and the final “one foot”. Then, how to stimulate the enthusiasm of hotel promoters or waiters to promote products has undoubtedly become the most concerned issue for liquor manufacturers.

The full-time promoters of liquor new products are also the carrier of product brands. They appear together with liquor products at the terminal, which has a strong driving force for product sales. At the same time, the full-time promoters with good image and promotion skills can also support the brand's word-of-mouth publicity to a large extent, enhance the consumer image of the product brand, and effectively close the distance between the product and the consumer.

Promotional tools:

For new liquor products, breaking through a specific hotel during a specific listing period can quickly stimulate the atmosphere of the hotel terminal and activate the regional market. Through a series of research and analysis, we found a most effective strategy to develop a hotel promoter or waiter enthusiasm - set the bottle opening fee. Mainly by setting a specific authentication number in each bottle of wine, hotel promoters or waiters can exchange cash directly with this unique number and manufacturer. At the same time, different product grades are subdivided, such as high-end gift packs, each bottle can be redeemed for 20 to 30 yuan; the main products are awarded 8 to 15 yuan per bottle; and the middle and low-grade bottles are set to 5 yuan. For full-time promoter promotions, you can also make a commission based on the grade of the product. The advantage of this program is that the promoters can get benefits in time and effectively improve their enthusiasm; but the disadvantage is that if the hotel owner finds out, the activity will be difficult to continue.

Promotion strategy:

Cultural promotion. Recruitment of young women's full-time promoters who are dignified, decent, good-looking, and fluent in language, and for them to design a uniform uniform from the overall design, the style should be consistent with the product brand style, let them familiar with the quality of promotional products and The brand connotation, especially the wine culture connotation of product packaging, allows them to spread their intrinsic cultural connotations when recommending products.

Entertainment promotion. In the hotel, a full-time promoters organize some entertaining programs, such as setting a karaoke deck at the hotel. Anyone who drinks Caigen Tan can choose a full-time promoter to sing, or sing a song for a friend, or Participate in lucky draws and other activities at the dinner party.

Third, hotel consumers

Promotion purpose:

The ultimate goal of the promotion is to let consumers buy the product. Liquor new products are listed for promotion, at least in two aspects. On the one hand, sales are realized, consumers are prompted to purchase products and create a market atmosphere; on the other hand, through the development of strategic promotions, the brand image of new products is established.

Promotional tools:

Promotions staged a "coin" storm. In the initial stage of the new product launch, it is necessary to use a strong promotional campaign to quickly detonate the market, especially to make good use of holiday promotions. In the initial stage of product launch, we must first have a good promotion strategy. The new product launch directly stimulates consumers with economic benefits, so as to reduce the risk of consumption, it can greatly improve the first attempt rate of consumers. In the first few months before the new product launch, we will use foreign currency promotion to seize the core hotels that the products have entered, and increase the promotion efforts. Each box is set with 2 US dollars, 2 10 yuan Hong Kong dollars, 2 5 yuan yuan, and single bottle promotion fee control. Below 6 yuan. For example, the one-dollar foreign currency promotion form of blast home liquor is very attractive to consumers, and the operation mode is simple, and it can better avoid problems in execution.

Pick up a prize promotion. In the form of scratch cards and gifts, we will set up different awards for cultural and collectible prizes, and collect cards with prizes; set up beautifully crafted foil gold bookmarks in each bottle of wine, or design the product packaging into fine classical The collection, while the gift setting should pay attention to its cultural, value, and taste.

Caigen Tan wine wedding channel market Raiders

First, the wedding banquet market has a huge capacity for liquor consumption.

As the saying goes, no wine is not a feast. Whether it is family reunion, business banquet, or red and white weddings, friends drink, wine is a must-have for the table, especially for wedding banquets, liquor is indispensable. According to Chinese folk customs, the lunar calendar from April to the end of the year is a good day for marriage; in the vast rural areas and towns, marriage often requires a large feast for three days and six meals, with a large amount of alcohol, although it is contrary to the new premise of marriage. Back, but the hardships are difficult to change, and the customs of many years will continue in the short term. It can be seen that the long duration of the wedding season, the liquor market can play a large space, and it has laid a good capacity guarantee for our key intervention in the wedding banquet market.

Second, the wedding banquet market lacks a strong liquor leading brand

Looking back at the white wines placed at the wedding banquets of ordinary people, from Wuliangye, Jiannanchun, Gumianol, to Tongziyu, Jinliufu, and Liuyanghe, there are many different types of markets, and it is impossible to determine a leading brand of liquor. Therefore, the low level of competition in the liquor wedding banquet market and the lack of leading brands can strengthen our determination and confidence to seize this segment.

Third, the wedding banquet market has a wide influence, and the frequency of word-of-mouth circulation is high, which is conducive to creating a market atmosphere.

The liquor industry has a low barrier to entry and a high degree of product homogeneity. Since Qinchi won the CCTV standard, the liquor industry has started an advertising warfare promotion campaign. The brand appeals are varied, all media are bombarded, and information overlaps, causing consumers to fall into the clouds. I don’t know where to go, and the big amount of money invested by the company has been a little bit embarrassing, and soon returned to calm. According to the survey data, among the factors that consumers choose to choose the brand, the recommendation effect of word-of-mouth has a great influence on the choice of liquor brand. It ranks before advertising and promotion; especially in wedding occasions, the flow of people is good, the grade of the restaurant, the color of the restaurant. The quality, the brand of the wine, and the choice of candy are all topics that the people have to talk about after the meal. The reputation established through the wedding banquet market is credible, with less information interference and high communication efficiency. Therefore, how to put our brand of liquor into the market More wedding occasions are the highlight of Cai Gen Tan's marketing work.

Rebranding of the brand image:

◎ Brand personality: cheerful, confident, mature, helpful, intellectual and attractive

◎ Brand association: women, Cai Genhong Niang, Zhishuda gift is extraordinary, extensive travel, likes to lively occasions

◎ Cai Gen Tan Liquor:

◎ Promotion theme: long-lasting, vegetable root Tan wine

※Description: The market adjustment proves that in order to truly expand the wedding banquet channel, the target consumers need to obtain goods and services that contain more benefits. Therefore, we can't simply sell the wine, but we must do a good job in conjunction with the wedding service – this is the key to truly attracting consumers and is expected to establish the status of the wedding market brand “Wedding Wine” in the target consumer group.

Second, the selection and design of marketing tools:

◎Selection principle: beautiful and practical, novel and unique, often used in terminal layout, promotion activities or wedding occasions, it is best to save for a long time, low price

◎Design principle: festive, elegant, eye-catching, diluting commercial taste, product logo is obvious but not hard, human feeling is strong

◎Tool examples: calendar, poster, product display stand, product leaflet, round and heart-shaped balloons, hi word stickers, guest check-in books, invitations, seating arrangements, etc.; all tools need to print the brand Slogan, But it should not be excessively publicized, just to the end.

Third, advance into the special terminal to compete for the eye, to achieve the first to win people, promote indirect sales

Selection requirements for special terminals: related to weddings, or the necessary links for the target consumer groups to handle marriages, allowing for liquor display or promotion, direct communication of product information, and low cost. E.g:

Wedding photo studio:

Intervention can be achieved by means of two-way cooperation and joint promotion. First of all, to take the good impression of the photo studio, in the promotion of the photo studio, take the initiative to propose the vegetable roots as a gift to each new couple of photos; secondly, persuade the studio to set a special corner for the display of white wine, wedding invitations and promotional information Efforts should be made to create an atmosphere for wedding special wines; the method selection can be used to bundle the promotion of "Caigen Tanjiu certain wedding photography", and set a large margin of profit, while giving wedding support services, etc., to the target consumers' real interest commitment .

Wedding service company:

The basic operation idea is the same as “Wedding Studio”, but it can be made more professional, and the service is more thoughtful and meticulous, thus improving the brand trust of the target consumers.

The famous local candy distribution point or operation department:

Taking Shiyan City as an example, the wholesale of townships and urban areas has long been more than just a concept of “channels”. Their function of 60 is an end-user, and it is also the main place for consumers to buy wedding banquet wine and candy. Therefore, it is the consensus of regional distributors to put products into wholesale distribution points and take the “big circulation” route. Case:

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In the actual exercise, the sales situation of a chocolate business department was extremely hot, especially in the professional wine wholesalers who took the goods. After the visitor, he realized that the dealer was very clever and he used to tie the candy to the liquor. The discount method allows consumers to enjoy the preferential and convenient, while inadvertently crowding out the competitive brand and grab the market opportunity. In view of this, we quickly refine and promote this model, and also tilted the wedding candy distribution point in the sales policy.

Conventional terminals such as restaurants and supermarkets that have been developed:

In recent years, in the liquor industry, the sayings of “terminal is king” and “terminal success” have been widely recognized. Since Caigen Tan wine entered the Shiyan market, traditional terminals such as restaurants and supermarkets have been developed one after another, with limited human resources. Next, focus on strengthening the display and maintenance of Class A terminals. Around the theme of "Happiness Companion, Caigen Tan Liquor", we provide balloons, ribbons, hi word stickers, flowers and other materials to assist the hotel in wedding banquet layout, winning the favor of the consumer group and hotel owners and waiters, as well as the Caigen Tan wine. Won a very good reputation. The relationship between the customer and the relationship is close, and then the sales growth is not enough.

Examples of 2004 marketing and special promotion programs:

Large-scale promotion activities throughout the year: wedding banquet, Cai Gen Tan Liquor - Cai Gen Tanye provides true feelings for newcomers

1. Time: Uninterrupted throughout the year, strive to become a special service of Caigen Tan Liquor

2. Open a wedding hotline, set up a wedding expert, and provide free consultation on wedding related issues.

3. Provide reasonable suggestions for the wedding plan for newcomers, such as: choose which grade restaurant, honeymoon travel route consultation, etc., or plan the whole wedding according to the wedding budget of the newcomer.

4, enjoy discounts, such as: in the designated hotel to hold a wedding, you can enjoy special banquets and Caigen Tan Liquor concessions, etc.; because of the many names, not one by one.

Promotion "Drinking Roots Tricks and Draws for Travel": Shangri-La Honeymoon Tour

1. Time: The peak of marriage before and after the “10·1”

2. Purpose: Because newly-married couples have plans for honeymoon trips, the “buy wine draws and travels” campaign was launched during the wedding peak period, which expanded the share of Caigen Tan Liquor in the “10·1” wedding banquet market. The spread of the brand.

3, the process: information dissemination → buy wine to send lottery tickets, fill out the form → draw, notary public notary → notify the winner → media announcement → travel return, the winners talk about feelings, and published in the form of soft text in the media

Media optimization combination promotion

In the face of the information-rich Shiyan City, how to make the Cai Gen Tan brand spread to the target consumer group, highlighting the positioning of the brand “Happiness Companion, Cai Gen Tan Liquor”? We live from the target consumer group's life characteristics, consumer behavior and contact media frequency, media Starting from factors such as exposure rate, focusing on low-cost and high-efficiency, focusing on ground-based communication, supplemented by newspaper support, we have made an effective media optimization combination for Caigen Tan.

1. Reporting media soft text login plan

◎ Goal: In-depth introduction of product, enterprise and brand connotation to target consumers, and build consumer trust.

◎ Requirements: The continuity, timeliness, pertinence, visibility, and rationality of the whole year, to prevent the touting and misrepresentation.

◎ The five major writing directions of the soft-text series, especially the three previous ones:

a. Introduce the production process and excellent quality of the product from different angles;

b. Tracking and serialization of event marketing and special promotion activities;

c. Summary of the recommendations and recommendations of the target consumers;

d. Affirmation and support of special terminal customers;

e. Introduction to liquor common sense.

2. The newspaper supplement published a column of “Happiness Companion, Caigen Tan Liquor”, which regularly introduces wedding etiquette knowledge and irregular Tag-on brand promotion information.

3. Radio broadcasting: Select traffic stations, life channels, etc. to spread brand information in the form of hard advertisements or soft texts. It is better used in rural towns and villages with less information interference.

4. Dedicated product information on the promotion DM of the vegetable root Tan Shangchao terminal. If possible, persuade Shangchao to add a DM wedding coloring page during the wedding season to focus on the wedding-related products in the target consumer group.

5. Press release on economic journals, the main content is the interview of the company's leaders, first introduce the concept of sales; we rely on the establishment of the entrepreneur's personal image, and leverage the power to promote the "linkage effect" of brand development.

6, terminal display: innovative, beautiful, visually strong product display is one of the secrets to attract customers to the door, but also the key to kicking the "single foot" in the marketing chain. To this end, the exhibition standards were formulated, a number of terminal display tools based on wedding elements were designed, and the display evaluation of terminal management personnel was strengthened, so that the terminal display work was standardized and managed in 2004, thereby enhancing the brand image and promoting sales. .

Rural marketing strategy

Today's Chinese liquor is mainly in the city, but the urban population accounts for only 30% of the country's total population. 800 million rural talents are truly the mainstream of China. Similarly, as the pace of urbanization in China's rural areas is accelerating, who can say that the current rural area is not a future city? Who can say that the rural market is not our future market? Therefore, the main battlefield of Cai Gen Tan will be in the countryside.

The soldiers are very fast, who can enter the rural market in the first place, who is expected to win the market competition in the future. Electrical appliances and daily necessities have begun to penetrate the entire market in the rural market, but the liquor industry has not seen the first person to eat crabs. Maybe, but the momentum is not enough; perhaps low-key, but the process is too slow; perhaps steady, but the wolf is eating no matter whether you are a gentleman or a villain... There are many liquor companies, they are used to "rural encirclement “The city” describes its own strategy and tactics. However, in the countryside, we can see that several brands can really stand up. Which one is the rural liquor brand?

China is developing, the economy is taking off, the countryside is advancing, and the urban market has been used to follow the rural market. The low price, the fancy packaging, and the old-fashioned promotion have made the rural people feel boring. Different environments make the rural and urban markets taste very different, so now it is necessary to enter the rural market, and the usual tricks can be basically eliminated. Only from the beginning, to identify the tastes of rural consumer leaders, to train and guide all rural consumers a new thinking habits and consumption patterns is the main breakthrough for liquor brands to cultivate the future market.

In a word, whoever first occupied the rural market, whoever has more chances in the "brand-to-brand" war.

In order to stand out in the many promotional activities and quickly attract the attention of consumers, we must work hard on the activities and strive to meet the "three new four principles" principle of the activities.

A, three new guidelines: new heads, new selling points, new forms of activities

B. The principle of four sexes; promotion, public welfare, authority, news and current affairs.

The promotion of the rural market - the "Caigen Tan wine, the help of the school"

Subtitle: The book must read the wine, must drink, must do

The content is as follows: Cai Gen Tan Zhuo Lang School - one vegetable root Tan wine to support 30 poor students.

1. In the city, a number of poor students who had no money to go to school in 2004 were selected, and Caigen Tan Company subsidized 4000 yuan to help them go to school.

2. During the candidate period, consumers who use the Caigen Tanji banquet will implement a package delivery discount.

3. All the students who have been admitted to the university will use the Caigen Tan wine in addition to the relevant policies. In addition to the relevant policies, the top four will also receive the Caigen Tan wine for free.

4. When the selected student is in the Xie Shi Ban, the Cai Gen Tan Liquor is provided free of charge by Cai Gen Tan Liquor.

5. After the list is confirmed, the relevant leaders of the city and the news media will be invited to hold a grand donation ceremony.

6, the implementation of each wholesale department to limit the purchase of four pieces of policy, each of the roots of the Tan distribution of wine inspections, more than not to send more, and strive to achieve a market rate of 80 or more, and promote more than 95 outlets.

The second move of the rural market promotion "This year I am married - wedding mate, Cai Gen Tan"

Subtitle: Today, I treat you, come to the bottle

1. The consumer chooses the root of the banquet for more than 10 tables, and each bottle of wine is distributed to the wine bottle.

2. Each channel successfully sells a banquet with Caigen Tanji once, and you can get a fine umbrella* from Caigen Tan. Each successful promotion will reward you with a piece of Caigen Tan wine. If you sell 10 times successfully, you will be rewarded* liqueur

The activity time is also 60 days.

At the peak of marriage, the main content of this program is:

3. During the event, consumers who use Caigen Tanji to make a banquet can receive more than 10 tables, and the package provided by Caigen Tanjiu Wine Company.

4. Cooperate with the largest jewelry store in our city. In addition to enjoying 2 preferential measures, couples who use Caigen Tanji as a wedding wine can also receive a hi card from the Caigen Tan Liquor Company. Participating in the lucky draw of "Diamond Rings, Love Eternity", 10 lucky couples will be awarded the platinum diamond ring in the largest jewelry store in the city, which is worth 1000 yuan. You can receive a couple's watch by the festive card to the Caigen Tan Liquor Company.

5. In addition to the original bus advertisements, the media will take part in the activities of the next day in the evening newspaper. The company has 10 consecutive sessions, and has increased the number of publicity and TV broadcasts in the city's family. The outdoor advertising campaign has adopted a campaign theme "This year I am married" with the slogan " The Cai Gen Tan Liquor, the special wine for the feast is a huge color spray. In addition to the contents of the event, the newspaper advertisement also prints the sprinkling bottle and wine box of the vegetable root tan wine.

Roadshow Promotion: Forever, Caigen Tan Liquor - Caigen Tan Wine Industry True Witness

1. Time and place: On Sundays from September to December, they will be held in crowded places such as the squares of the five counties and one city, the lobby of department stores and the entrance of large supermarkets.

2. Target participants: ordinary citizens and people from all walks of life

3, planning ideas: as "his long-lasting, vegetable root Tan wine" Cai Gen Tan Liquor brand liquor, thus planning this case, in order to awaken the inner feelings that do not easily reveal, and to achieve the purpose of enhancing the affinity and reputation of Cai Gen Tan wine.

4. Activity mode: Under the enthusiasm of the host, the audience is invited to come to the stage to express their understanding of the wine and their understanding of life. The most touching, creative and applause of the speech wins, the top three give rewards, the participants are all A souvenir with the logo of the Caigentan liquor license will be available; there will be a booth on the spot for the sale of the products.

5, the event response: attracting a large audience, the host humor and enthusiasm, the participants are enthusiastic, the live atmosphere is lively, relaxed, healthy, popular and not vulgar, Cai Gen Tan wine left a good impression on everyone, but also effectively led the on-site sales.

Pre-publicity propaganda is in place

The promotion of promotional activities requires more people to understand, recognize, and even directly produce actions-----purchasing products, naturally, many people know and participate in this activity, in order to achieve our promotion and sales purposes.

Therefore, it is necessary to spread the event notification to the largest area. This requires the cooperation of advertisements and requires the involvement of advertising media. The common methods for issuing event announcements are:

Activities, TV subtitles, DMs for broadcast events, posters, posters, and announcements of printing activities on terminal packaging.

Moreover, at the same time as the announcement of the event, the promotion of the product function mechanism is more interesting and effective than the pure product advertisement.