I. Project background
China (Hangzhou) XXX Group Company is a large enterprise group with modern enterprise characteristics, which is famous at home and abroad for producing and operating modern Chinese patent medicines and health care products.
However, due to the aging product structure and single marketing method, the overall product sales of Dengfeng Company are in danger of falling. In order to fundamentally change this unfavorable situation, after careful pre-market research, we decided to take advantage of the research and development of new Dendrobium candidum granules, introduce the external brain, and plan to promote new Dendrobium candidum products to enter the market.
Second, the planning objectives
It is hoped that through the introduction of this case marketing plan, China Dengfeng health care products will promote the marketing of other products of the company through the successful marketing of new Dendrobium candidum granules, thus strengthening the overall terminal sales team and brand image of the enterprise and focusing on the target expectation:
1. At first, the main market was Hangzhou, the provincial capital. After the Hangzhou market is stable, it will penetrate into other parts of the province or outside the province.
2. After 8 months of effective market planning and promotion, the sales revenue of new iron sheet reached150,000.
3. Strengthen the existing terminal sales team through effective market planning and promotion for 8 months.
4. Through 8 months of effective marketing planning and promotion, enhance the brand image and brand trust of a certain Dengfeng.
5. Strive for 8 months of effective market planning and promotion, and establish market position and reputation through the company.
6. After the successful promotion of tin products, the packaging integrates other brands of the company.
Third, planning strategy.
In half a month's time, the existing 180 terminal in Dengfeng was carefully investigated.
In a month's time, I randomly visited hundreds of consumers in Dengfeng.
Conduct in-depth interviews and investigations on product knowledge and market trends with iron sheet development experts;
In-depth interviews and questionnaires were conducted on the ideological trends of all employees in a company in Dengfeng;
Interview and investigate the existing dealer network of a Dengfeng company;
Conduct all-round and detailed research on the biggest competitor "vertical drilling" in the product market;
Follow-up research on other competitors who have entered the market, such as "Kang Min" and "Scout";
Conduct market search research on potential competitors who are about to enter the market.
After a lot of careful research, some market backgrounds of this case gradually became clear.
Fourth, the market environment analysis
Looking at Hangzhou Tieda Fengdou product market, there are obviously the following characteristics:
There are few product varieties and brands;
The product market is not subdivided because it is not saturated;
Iron products have no clear product positioning;
Pioneer "vertical drilling" brand iron maple bucket crystal series products stand out;
A few follow-up brands are forced to be on the defensive because of the strong competitive advantage of "vertical drilling";
Over the years, most of the sales of Tiefengdou products have been produced in the gift market;
Tiefengdou products have a strong sense of consumption, but because of the high price, they are limited to high-end consumers;
There is a certain degree of trust crisis in consumers' minds about Tiefengdou products.
An analysis of the industrial environment of verbs (abbreviation of verb)
Because the natural Dendrobium candidum has high requirements for the growth environment, Dendrobium candidum has been affected by the relationship between supply and demand for many years, and its price is relatively high. However, the vertical diamond Dendrobium candidum of Zhejiang Yinghuang Pharmaceutical Co., Ltd. took the lead in establishing the planting base of Dendrobium candidum, and took it as the commanding height to attack its followers.
Even so, the huge market space of Tiepi Fengdou still attracts many brands to advance wave after wave and want to share a piece of the action.
According to some reliable market information, the market of Tiefengdou products has come.
Site: Zhejiang, Tongjunge Pharmaceutical Factory, Moriyama Pharmaceutical, Lei and other enterprises that have produced iron maple crystals. Greater market action is being planned.
Off-site: More powerful enterprises and brands have set their eyes on this hot market and are ready to invest money and manpower to produce iron sheets to compete for market share.
It can be predicted that in the near future, the product market of Tiepi Fengdou will be filled with smoke because of the re-division of market share!
Six, brand position analysis
As a brand with decades of history, Dengfeng brand has the following advantages and problems:
Brand advantage point
(1) brand has a long history and has a good brand awareness in the province;
(2) parent brand has strong brand strength and brand influence;
(3) Having a mature dealer network system;
(4) Good cooperative relations with 180 supermarkets and medical terminals;
(5) There is a marketing promotion team active in the terminal line all the year round.
Brand problem point
(1) Dengfeng brand has certain brand aging phenomenon;
(2) Dengfeng series products have never been integrated into the product image;
(3) The image of Dengfeng Dendrobium candidum crystal products entering the market has not been clear;
(4) How to mold the unique product personality of Dengfeng Dendrobium candidum crystal;
(5) How to face the market attack of product market leaders;
(6) How to complete the market segmentation of the product market in advance;
(7) Whether the marketing team of the integrated enterprise can fight for the terminal;
(8) There is no sales director in the direct selling market, and the execution of marketing measures is weak;
(9) How to make use of the advantages of parent brand to make Dendrobium Dengfeng quickly gain market recognition.
Seven, positioning measures
(1) For the conventional consumer market, the product is positioned as "diamond tonic";
(2) For the gift market, it is positioned as "distinguished gift";
(3) The main slogan is "I rely on it to do things".
3. According to the key points of the market, formulate corresponding price strategies for market leaders. Prices are divided into three categories: gifts, ordinary and ordinary.
4. Adopt the packaging strategy of "high-grade packaging" and adopt new materials in production to strengthen the product image.
5. Prepare for the development of product series and integrate the overall product image of Dengfeng brand in time.
6. Develop outdoor advertising promotion strategies for all terminals.
7. Develop large-scale terminal promotion to promote brand product promotion interaction.
8. Formulate a large-scale public relations promotion plan for the downtown square.
9. Develop unique special sales for some special people.
10, held the activity of "Climbing the Peak by Ten Thousand People" to enhance the brand reputation.
Eight, the market strategy
* * At the end of May, after full investigation and analysis of the consumer market in the early stage, the following basic planning ideas were put forward:
1. Dengfeng Nutrition and Health Products Co., Ltd. carries out brand integration with the help of XXX (produced by parent brand Dengfeng).
2. Determine a clear product positioning (there is no clear product positioning in the tin market at present).
Nine. Planning and implementation of this case
After three months of in-depth research and careful planning, the product was officially launched on August 25 of the same year. After a hot sale in the Mid-Autumn Festival (the cumulative number of terminals in Hangzhou alone reached 500,000/day), so-and-so Dengfeng Tin successfully occupied the market and was widely recognized by dealers and consumers. So-and-so Dengfeng Company recovered its initial investment cost in only four months.
It is estimated that by the Spring Festival of 20XX, the sales of all terminals will reach 28 million yuan, which greatly exceeds the expected target of market planning.
Market planning scheme (2)
China's beverage market has great potential, with an average annual growth rate of 10% from 20XX~20XX, with an annual output of 22.6 million tons, which is expected to reach 37 million tons in 20XX. In 20XX, China's beverage output reached 20.25 million tons, and there were 825 state-owned and non-state-owned industrial enterprises with annual sales income of more than 5 million yuan, with total assets of 60.4 billion yuan, sales income of 55 1.5 billion yuan and total profits of 3.97 billion yuan. According to statistics, the output of drinking water in China soft drink market was the highest in 20XX, but the sales volume of carbonated drinks was still in the leading position.
I. Market analysis
1, market direction
With the improvement of living standard and the change of consumption concept of China residents, drinks have changed from luxury to daily necessities. According to the statistics of China Beverage Industry Association, the total output of China beverage industry in 20XX was 65,438+0,496,5438+0,000 tons, an increase of 25.7% over the previous year. The beverage industry has maintained a high-speed growth momentum in 2 1 year, and the demand for varieties in the domestic beverage market is also changing. The output of bottled beverages in 20XX reached 5.54 million tons, ranking first, carbonated beverages reached 4.2 million tons, ranking second, and tea beverages reached 6.5438+0.85 million tons, ranking third. Tea drinks are the fastest growing of all beverage categories. This year, the most beautiful scenery in the beverage market is tea drinks called "nouveau riche drinks". With the appearance of tea drinks and the prosperity of the market, the beverage market in 2 1 century will be the century of tea, and tea drinks will become the "king of drinks". Behind the refreshing and delicious tea beverage, the tea beverage market is choppy and the situation is urgent.
From the overall environment, the development of tea beverage industry in China is very strong, showing a rapid growth trend, and the market penetration rate is rapidly increasing. The whole tea beverage market has entered a medium-term growth stage. 20XX years ago, Master Kong, Uni-President and Rising Sun, which occupied a large market share, were the leading brands of tea drinks in the world. Now Master Kong gains the most, the rising sun comes second, and unification comes third. Master Kong occupies the dominant position of tea drinks; Uni-President is the brand with the second growth rate of market penetration. Ding Xin Group, which produces "Master Kong" tea beverage, is undoubtedly the biggest winner in the tea beverage market this year. Ding Xin, formerly known as Ding Xin Oil Factory, was established in Changhua, Taiwan Province, 1958. Started to invest in Chinese mainland in June, XX. After 10 years of development, the total investment of Ding Xin Group in Chinese mainland has now reached1200 million US dollars, and its * * * has 55 operating companies, 34 factories, 3 discount stores and 36,544. In recent years, the sales volume of "Master Kong" beverage market has doubled every year, and the rapid growth of tea drinks has exceeded 1 0,000%.
As our new brand, forget-me-not scented tea, can it occupy a place in the market? This is very important to us. There is something wrong with master kong's unification. We can use forget-me-not scented tea to clear away heat and toxic materials, clear the heart and improve eyesight, nourish yin and kidney, beauty beauty, replenish blood and nourish blood, promote menstrual metabolism, delay cell aging, improve immunity, and have the effects of clearing liver and improving eyesight, strengthening yang and tonifying kidney, nourishing blood and regulating menstruation. Beauty and whitening, clearing fire and improving eyesight, especially healthy tea drinks that can eliminate freckles and acne will have a certain impact.
2. Analysis of competitors: At present, there is an obvious trend of brand centralization in the domestic tea beverage market, and the market share of the top ten tea beverage brands is above 96%. Among them, the market share of Uni-President, Master Kong, Kirin, Wang Laoji, Suntory and Nestle is around 90%. Optimistic about the future development prospects of tea drinks, "Erle", which made a fortune with carbonated drinks, also turned to the tea beverage market with market demand.
The tea beverage market has staged the Romance of the Three Kingdoms, and has entered the stage of monopoly competition. Although the tea beverage market has emerged in clusters, and the three major brands jointly control the market, many enterprises are still trying their best to follow up and grab market share. This summer, the beverage giant Coca-Cola Company, which has always been world-famous for carbonated drinks such as cola, not only launched the banner of diversification in China for the first time, but also seemed to set foot in all kinds of tea drinks in China overnight and launched the "Blue Wind" series of tea drinks. At the same time, Coca-Cola Company has also set the market target of "Lanfeng" tea beyond "Master Kong" and "Unity". When Coca-Cola's green tea just landed in Shanghai and Hangzhou, Hangzhou Wahaha Group announced its involvement in tea drinks and launched a special series of drinks in May 20XX. Robust, Huiyuan, Chundu, Coconut Tree, Lulu, etc. Also began to set foot in the tea industry, respectively launched their own series of tea drinks. Even Tsingtao Brewery, the leading beer industry in China, began to cooperate with Asahi Company in Japan to produce oolong tea. According to the insiders, tea drinks will set off the third wave of drinks in China, even replacing the status of drinking water and competing for market dominance with carbonated drinks that have been developed for many years. At the same time, due to the efforts of Coca-Cola, Master Kong and Uni-President, Suntory, Kirin and Asahi are in full swing to seize the China market, and the fierce battle in the tea market has become a well-known fact in the industry. Where there is a market, there is competition; Where there is competition, there is innovation and development. Master Kong, with the largest market share, is the dominant factor. Secondly, the competitive advantages of these two brands are obvious. If you want to stand out from these two pillars, you need to have characteristics. Don't forget that scented tea nourishes the body and mind. Beauty and beauty just have this advantage.
3. Consumer analysis:
The survey shows that the proportion of women who drink tea drinks most often is slightly higher than that of men, which is not unrelated to the fact that female consumers pay more attention to the healthy and fashionable characteristics of tea drinks. In addition, drinking tea drinks without getting fat is the main reason why women choose tea drinks more than men, and women's awareness of the health care characteristics of tea drinks is higher than that of men, which is one of the reasons why they prefer tea drinks. Moreover, consumers aged 15-24 are the main target consumers of tea drinks, followed by consumers aged 25-34, who are the main consumers of tea drinks, and there is little difference between them and the main consumers of carbonated drinks and packaged water. It can be said that the unique taste and fashionable products are the main reasons why tea drinks attract consumers aged 15-24. Among the heavy tea beverage consumers aged 15-24 (drinking tea drinks four times or more a week), the number of people who drink unified tea drinks is more than that of Master Kong, while the heavy consumers aged 25-34 tend to drink Master Kong tea drinks.
Different lifestyles have different brand choices for tea drinks. Consumers who prefer things that are good for health and beauty will choose Master Kong brand more, while consumers who like to pursue fashion, trends, novelty and buy foreign brands and consumers who are very particular about food tend to unify brands. Most consumers of Rising Sun prefer to buy domestic brands. Different consumers have different tastes and needs for tea drinks, but let's not forget me. Tea is a healthy and safe tea beverage, which is the demand of all kinds of people, mainly young people, middle-aged and elderly people, especially female customers. Under their consumption habits,
Second, product analysis
"Nature, health and return to nature" has become the consumption trend of more and more consumers' healthy lifestyle. The sudden "fire" of tea beverage is precisely because it meets the needs of consumers, and the consumption mode of tea beverage meets the requirements of modern lifestyle. The characteristics of tea drinks can be summarized as "three lows": low calorie, low fat and low sugar. Natural health, thirst quenching and refreshing. Compared with carbonated drinks, it is more refreshing and thirst-quenching, more pleasant and tasty than water drinks, with elegant aroma and endless aftertaste, rich in health-care ingredients, and has the functions of nutrition, health care and relieving summer heat and thirst. One of the reasons why tea drinks began to sell well is that the income level of people in their twenties and thirties has improved. With the increase of disposable income of the younger generation, most consumers think that PET bottles are a little expensive, but they feel more "chic" and "fashionable". People who like fashion and freshness will choose tea drinks more. Another reason is that people's health awareness has improved. In the past, carbonated beverages such as cola occupied an absolute advantage in the refreshing beverage market, and non-carbonated beverages were also popular for their high sweetness. The development of tea beverage in 20XX will extend to herbal tea, plant tea (such as herbal tea, bamboo leaf water, fruit tea) and other products. The tea beverage market will also enter a new stage of development, that is, from the concept of health to improve the true content of tea in tea beverages. There is still a lot of room in the tea beverage market, which is also illustrated by the entry of Jianlibao, Coca Cola and Pepsi Cola. Among many drinks, only tea drinks can really be associated with China culture, so it can be said that the stamina of tea drinks is still sufficient. The reason for airport advertising is that "people think that since they have paid for it, the higher the nutritional content, the more cost-effective". However, with the gradual Europeanization of the lifestyle centered on the high-income class, women began to care about their weight. With losing weight becoming the fashion that people pursue, tea drinks with low sweetness are naturally accepted by people. Undoubtedly, it is precisely because tea drinks meet the functional and psychological needs of contemporary consumers that they have developed so rapidly in a very short time.
According to industry insiders, tea beverage is the fastest-growing beverage in Europe and America in the 1990s and is regarded as a new era beverage. In Taiwan Province Province and Japan, tea drinks have surpassed carbonated drinks to become the largest drinks in the market, and 95% of beverage enterprises in Taiwan Province Province produce tea drinks. In recent years, the development speed of China's tea beverage market has exceeded 300%, and tea beverage has become the third largest beverage after carbonated beverages, with a rapid growth.
Our forget-me-not scented tea is brewed with forget-me-not flowers, honey and roses, which is natural and healthy. Our health, freshness, beauty and beauty-oriented forget-me-not tea not only fills the gap in the tea beverage market, but also is an opportunity to launch tea beverages in this food safety environment.
Third, promote investigation.
1. advertising goal: seize the largest market share, increase the market share of forget-me-not scented tea by 3%, let more people know the brand of forget-me-not scented tea, establish a brand image, raise awareness, expand share, and achieve the goal.
Second, advertising positioning: in the form of healthy, natural and fresh advertisements, modern people pursue safe and healthy tea drinks, let consumers know about forget-me-not scented tea, arouse consumers' desire to buy, understand the needs of advertisers, and pay attention to the psychological appeal of advertisements-health, so as to attract consumers in the effect of advertisements.
Third, advertising strategy.
(1) Target market strategy
1. product segmentation: divide the whole tea beverage market into several sub-markets. Forget-me-not scented tea is a kind of tea drink.
2, product positioning: forget-me-not scented tea is a healthy, natural, safe, chemical-free beverage, unique in the market.
3. Product selection: select the whole Gansu market, sell in various cities, and select accurate target groups.
(B), product life cycle strategy
1. Lead-in period: When you first enter the market, you need to use a lot of advertising and penetration strategies to seize the market as quickly as possible and gain the largest market share.
2. Growth period: For the growing forget-me-not scented tea, we should seize the opportunity, maintain the vitality of brisk sales, improve product quality, increase the characteristics of new products, convince consumers in advertising strategies, and establish the core of consumers' repeated purchase.
3. Maturity: to reduce and increase the impact of advertising on consumers as the leading factor, improve the products to a certain extent, change the combination strategy and increase the means of promotion.
4. Decline period: gradually give up, make a good schedule, plan to gradually reduce production, and change customers' usage habits in an orderly manner.
Fourth, advertising appeal strategy.
1, the target of appeal: only for the current' consumers' requirements for food health, we should appeal to the vast number of consumers who need health.
2. Appeal content: Don't forget me when you are unhappy. Please don't forget our sincere love for you.
3. Appeal method: comparison method: compare the effects of consumers before and after use, understand their needs, compare brands, and which brand consumers prefer.
Verb (abbreviation of verb) advertising language
1. Taste fragrant and look forward to happiness.
2, tea clears the mind, flowers moisten the heart.
3, green drinks, natural scented tea! Drinking natural scented tea will bring you closer to beauty!
Sixth, advertising performance strategy.
1. Creative expression of print advertisement: blue forget-me-not flowers are in full bloom on the green riverside. The sky is so blue, the clouds are floating gently, and there are flowers of the same color in the sky, shaking gently in the distance. A girl in a long white linen dress, holding a cup of forget-me-not scented tea in her hand, looked at the sky sadly and expectantly.
2. Media advertising strategy: first invite experts to identify our products, and then vigorously promote sales, so that people can try scented tea and advertise more.
Seven, advertising media strategy
1, broadcast in front of the evening theater of Gansu TV Station, once for 30 seconds, every Monday to Friday.
2. Gansu weekend 19: 40, 30 seconds each time.
Eight, promotion strategy
1, theme: seeking health, nature, life and safety. Even if you leave the water of life, the light of life and the foundation of life, you will still be as beautiful as ever.
2. Content: In this environment of rapid economic development, the tea beverage market is becoming more and more perfect and larger, but people's awareness of safety and health is not only declining, but also various health problems appear frequently, which makes us worry about the prospects of the tea beverage market. In this environment, we pushed forget-me-not scented tea to the whole market.
3. Time: 20XX August 20th -20XX February 25th 65438.
4. Program:
(1). In terms of advertising, we broadcast advertisements in prime time and publish advertisements in metropolis daily.
(2) Divide the market into three markets and do a good job in the promotion of these three markets.
(3) put our new products in the counter of a big shopping mall, taste them for free, collect opinions and understand the tastes and needs of the public.
Market planning scheme (3)
1. Planning objective: to enhance Chaohua's current popularity and influence in the market.
Second, the scheme operation steps flow
Collect more than ten large electric vehicle enterprises in the electric tricycle industry, and investigate which manufacturer is equipped with this motor. Then carefully explore whether there is room to assemble billboards on the opposite side of the factory gate (across the road), or whether it is a private house on the opposite side, and fences can also be used.
1. Most of these large factories only rely on the roadside. If billboards are erected in the open space opposite the factory, the highway department will definitely not allow fines. However, I firmly believe that nothing is impossible. On the one hand, I spend a little money, on the other hand, I add some super Chinese reminders to my billboards, such as "warning drivers to drive safely and take care of roadside flowers and plants". These words don't take up much space, but they give the reasons why these highway departments can't get rid of them.
2, private houses are a little easier to handle, buy some gifts, or give some money to explain the purpose, and it is almost done. Choose a wall or open space in the most suitable position (the owner is willing to agree, but does not agree to both soft and hard, and it can certainly be done without some sweetness), and measure it for future work. Note: What needs to be explained orally is that this position only allows our family members, and the latter will not be tolerated. If necessary, you can sign a contract and rent it all year round.
3. If it is the fence of factories, mines and other enterprises, it is necessary to make some efforts. Ask the doorman and other factory workers about the personal situation of the factory owner, and find out what the boss likes, like to taste tea and send a box of tea, whether he is a money-loving person, a god of wealth or an ornament symbolizing wealth. He is a scholar, and he has the gift of traveling around the world by sending two books.
Third, advertising production requirements
1, the advertising layout must be designed in a unified way, and what materials should be selected according to the different specifications of the venue.
2, advertising layout design must choose three different advertising companies to design, three choose one.
3, the content of the layout is crucial to add an advertising slogan that transcends itself! This slogan must be emphasized. I can help you consider the formulation of this slogan!
4, the layout content must be eye-catching, at first glance, you will know that this is the name of the company that produces motors called Chaohua!
Four, analysis and forecast after the implementation of the plan
People's purchase behavior has three necessary processes: first, understanding and understanding; Know the existence of this product in some way or way; Second, there is a tendency to buy; I need this product to meet my own needs under some necessary circumstances. The first thing I think of is the product I already know, which is the first step to decide the later development. Third, business talks? Decide whether to buy or give up. The erection of billboards is beneficial to oneself and enterprises. On the one hand, the first thing dealers who go to the factory to order a visit will see this billboard, and over time there will definitely be unexpected gains. Moreover, this billboard can also be used as a cash cow to provide this position to other suppliers who want to advertise in this factory, so as to collect fees and earn profits! Properly managed, the profit is considerable!
My biggest worry and concern is that if billboards are erected, they will be resisted by the motor manufacturers who supply motors to this factory and will take some immoral sabotage! So this must be considered comprehensively, otherwise, the ant nest will burst!