2004 is a year of chaos, 2004 is a year full of passion, freedom and temptation, and 2004 is a year of sports. From the moment the World Cup started, it heralded the beginning of this year's sports year. Events keep happening. Before people recovered from the World Cup, the Olympic Games was grandly opened in Sydney's gymnasium! It seems that this year, people's vision will never be separated from sports and sports. After dinner, people's focus is on gold medals and champions. At the beginning of various competitions, merchants who have always been good at grasping competitions and like hype are happy. Because there are competitions and sports, this has created a series of sports drinks. Zhongshan Robust took the lead in taking "Pulse-Accept the Challenge at Any Time" as the propaganda slogan, which opened the prelude of sports warfare. A stone has stirred up a thousand waves, and various beverage giants have raised the banner of sports, such as the activation of Hangzhou Wahaha Group and Huiyuan HIM+HER-all of them have squeezed into the beverage market as sports drinks. As a beverage giant and market leader of tea drinks, Ding Xin International Group is naturally unwilling to be lonely in the face of a bright and lively sports market. In order to share the market share of sports drinks, I appreciate the fun of sports warfare. The "Jin Run X" with the name of Master Kong Ran on it drove out amid cheers for the Olympic gold medal. Jin Run X, as a branch product of the tea beverage giant, has shown the style of market leader in listing and promotion, reflected the handwriting of big enterprises, and made a strong appearance as a noble, such as sponsoring the national CBA league and three-person volleyball competition. Savor carefully, mainly in the following aspects. Air and ground advertising, two-pronged, shocked the sports beverage market at the beginning, he was strongly injected into the king's posture. Aerial TV advertisements are bombarded, and both central and local radio stations have advertisements to run X. With the opportunity of sports, the air media keep running X. In addition to the air media, Jin Run X's ground propaganda is not to be outdone. In order to cooperate with the media, large and medium-sized roadshows with the theme of "Jin Run Sports Camp" and the slogan of "Enjoy Fun" were launched in major cities. Event marketing is a key way to promote Jin Run X this year. Jin Run Sports Camp, Flying Umbrella, Starry Sky Glory to the South, New Partners in the New School Year, Sponsoring the Games, and so on have been used to support China Olympic athletes. Channel Promotion and First-class Display It is understood that Jin Run X made great efforts to promote products at three different levels in terms of channels at the beginning of listing, just like advertisements, to ensure that merchants at all levels have greater interest in promoting products under the circumstances of greater profits at the first, second and third levels, and strive to display a row of faces for the terminal display, such as rewarding several boxes of drinks every month. Through a series of marketing activities, incentives to distributors and other channels, and the deployment of publicity resources, as a category of Master Kong's beverage series, it should be said that it is the harvest season of vigorously running X, and then, on the contrary, it is really disappointing to wait for their results. The first-order display is not in place, the product brand power is not strong, the consumer awareness is not high, the sales volume is not enough, and there is a big gap with other major products. From the point of view of the product itself, it has great potential both in taste and packaging. It has a clear and refreshing taste and has the function of supplementing vitamin energy. From the packaging point of view, it gives people strength and is convenient to carry around. Now I have to choose between drinking and running like hell. In the process of promoting Jin Run X, I think Jin Run X has the following failures: event marketing, but lack of coherence and few themes. Master Kong is best at using event marketing to create publicity topics. Since its listing, Jin Run has been promoting a series of activities with the theme of Jin Run Sports Camp, student Jin Run team, new partners in the new school year, sponsoring sports games, etc., so as to let consumers know about Jin Run X, and there is a blue whirlwind in their understanding. But in the process of movement, there is a lack of a main pump. Different from iced black tea, there is no longer a publicity ceremony based on the selection of Bingli Pioneer Band, but every activity takes the band as the main line of music. Another example is that daily C focuses on healthy dance. Although the publicity form of "Golden Run X" takes sports as the main line, its sports events are chaotic, irregular and featureless, and consumers may not necessarily think of "Golden Run X" when they see sports events. As a strong brand, it has been promoted several times in the air and ground media, but consumers have long known it, but they can't buy it. As a loyal consumer of Jin Run X, I went to the grocery store several times to buy it, but I couldn't get it. On the contrary, the grocer introduced me to other products, such as Pulse. I believe most consumers feel the same way. The market power is insufficient, and the propaganda practice of running hard for X is a bit like the fifth season. The scale of air media support is unprecedented, but the ground forces can't keep up. This should be a taboo for military strategists. When consumers can't find products, they can easily shift their targets, and other manufacturers will quickly replace the company's products. According to the above statement, in order to gain a leading position in the increasingly fierce market competition, Jin Run X must do a good job in several aspects: improve execution and pay close attention to marketing rate. Since Master Kong opened the market with iced black tea and gained the leading position in the industry, the previous entrepreneurial team lost some passion, the company's business was too old-fashioned and the entrepreneurial spirit was not enough. When it is marketing, it is not strong enough for new products, and it is improving this situation. We must do a good job in two aspects. First of all, we should train our business. Some new businesses don't fully understand the company's policies and marketing skills. We should make our enterprises have enough strength and skills to market. Second, we should establish a certain incentive mechanism for new products. Because Master Kong has a strong brand and many varieties, sales staff can easily complete the performance tasks left by the company with only a few old products. Sales targets can be achieved without promoting new products. This has affected the enthusiasm of sales staff to some extent. Therefore, it is necessary to link the performance of each salesman with the promotion degree of new products, which will promote and restrict the business. Only when the executive power of business is improved, can the market spread rate be improved, the exposure rate of products be improved, and all kinds of publicity behind can produce chemical reactions. The theme of event marketing should be a single overview of the marketing promotion of Jin Run X this year. There is no shortage of activities, one after another, from beach volleyball and paragliding to Jin Run sports camp, and then to new partners in the new school year. Although the themes of the activities are all related to sports, sports run through the whole year. In fact, after in-depth analysis, it is not difficult to find that Jin Run X lacks professionalism and has no sports theme. Looking around, there are countless successful cases of a certain theme, such as model contest and band selection contest, all of which have a potential theme that consumers can easily understand, but the X-differentiated marketing that we have worked so hard to do is not obvious. Of course, sponsoring various activities will help brand innovation and publicity. However, when a product has just come into the market and consumers' awareness is not high, trying to make consumers understand and accept our products in the simplest way will cause consumers a phenomenon that "volleyball match is hard X, or hard X is the exclusive sponsor of CBA events, etc.". It should be easy for a brand with strong dividend power to do this. Golden cannon x has natural advantages, excellent taste, blue packaging and strong geographical advantages in products; It is also the favor of the day after tomorrow, backed by a strong brand power-the name Master Kong is enough for it to enjoy; Moreover, beverage consumption is becoming more and more healthy, and sports drinks have become the mainstream of consumption. The right time, the right place and the right people, how to make Running X show the king's demeanor in many sports drinks and be unique in the fierce 2005? We are looking forward to it! ! !