Or my soybean milk.

Welcome everyone to buy.

Good quality, low price and good nutrition.

Answer supplement

Store name: "Household soybean milk" is the source of men's health and the magic weapon of women's beauty. Men's gas station, women's beauty salon. Nutrition and delicious food are not to be missed! Let the fragrance awaken your vitality! Calves don't drink milk, but fall in love with soy milk? ! Soymilk can't be separated from fried dough sticks, so I love you to the old name: delicious online.

Advertising language: ① Do you want to know the taste of "Delicious Online"? 2 love food and love soy milk.

3 Delicious Online! Different feeling! Want Want Soymilk [Drinking a cup during the day is not sleepy; Drink a cup at night, sleep soundly] or [once you have it, you don't want anything else] delicious soybean milk, which is nutritious every day. It's your fault that Yonghe Soymilk didn't come once, and it's my fault that it didn't come twice. Give a cup of soybean milk to the taste of hometown. I want to eat soybean milk and Lele soybean milk.

Happy Unlimited Lele Soymilk Store Name: Delicious Wired

Advertising slogan: ① Do you want to know the taste of "delicious cable"? 2 love food and love soy milk.

3 "delicious cable"! Different feeling! If you eat it in one bite, you will have an illusion, and old people will think of things when they were young! How wonderful! Advertising language; You don't need a reason to fall in love with soybean milk. Store name; Doudou soybean milk drinks soybean milk every day.

A beautiful day starts here. Name: Shuimo Tofu pudding

Advertisement: A bowl of beans smells like flowers. Try it! You don't need a reason to fall in love with soybean milk. Doumei Vitality Life (Nutrition Express) has a nice name, which makes people feel nutritious. Fu Yanjie: Soymilk tastes healthier. Fang La: Love life, love soybean milk. Metersbonwe Bang Wei Bang Wei: No soy milk. Xtep: Soymilk feels like flying. Pepsi: Did you drink it today? Sammy: What are beans and pulp?

Melatonin: No gifts this year, only soymilk machine.

Huiren Shenbao: Soymilk, he is good to me. Li Ning: Soymilk, anything can be stiff. Want Want: You drink, I drink, everyone drinks, soy milk! Nongfu Spring: China soybean milk, a little sweet! Hao Di: Soymilk is very good, really good! White plus black: drink a cup during the day, not sleepy; Have a drink at night and sleep soundly Wahaha: Mom ~ ~ I want to drink! China soybean milk! Qingkou: Do you know the taste of soybean milk? Anta: Drink soybean milk, I like it!

Calcium in calcium: The content of soybean milk is high now. It is more convenient to drink one pot than five! Look at me, I drink five pots at a time! An advertisement for lemon juice in Taiwan Province Province: Soymilk, as long as I like it, why not? Nike brand advertising words: soybean milk, drink if you want. Advertising words of some websites: study hard and go to school every day. Fuck me once. I'll never forget it. I wanted to change it to soybean milk, but I found that I couldn't change it.

Yes, it is too strong! )

The advertising slogan of remy Martin wine: When soybean milk is opened, good things will come naturally. Parker's advertising slogan: the president drinks soybean milk. Advertising slogan of Honda motorcycle: Ride a Korean to meet your closest soybean milk. Guangzhou Jin Fu Rice Shop's opening advertisement: Soymilk, Guangzhou is drinking. In fact, soybean milk needs more care. The advertising slogan of Huituo Lola: Soymilk is endless. The advertising slogan of Fiyta Watch: Once you have it, you want nothing more. (Strong, can't be changed) The advertising word of Southern Weekend newspaper: Soymilk, make the weak strong, let the strong move forward. Advertising words of southern window magazine: Focus on soybean milk, meet success, have health, and start Huang Doudou from here.

Jin Doudou, Yin Doudou, or our Huang Doudou Chapter 2: The advertising assignment of Midea Soymilk Machine.

Marketing 08402 Zhang Yanhua No.50 Copywriting 1: Choose "Beauty" and enjoy a better life-Midea Soymilk Machine. Beauty-life can be better. Creative copy:

1. advertising creativity: title, easy to remember; Text is a picture with advertising slogan, based on color synesthesia.

Yes, warm colors can easily remind people of the rich flavor of soybean milk, plus the advertising slogan "Life can be better"

Encourage consumers to want to buy.

2. Advertising positioning:

Advertising adopts image positioning method, aiming at people who have the consumption ability to enjoy life, because brands such as Midea.

Compared with the performance of soybean milk machine, soybean milk machine is at a disadvantage, and it can only capture consumers from the image of "beauty can make people enjoy life"

Emotion.

Copy 2:

Have you ever heard of the "soybean milk diet"?

1. Soybean milk is rich in soybean saponin and unsaturated fatty acid, which can decompose cholesterol and promote lipid metabolism.

So that subcutaneous fat is not easy to accumulate.

2. Although soybean milk is liquid, it is still a high-fiber food, which can enhance gastrointestinal peristalsis, solve constipation and make it smaller.

The abdomen is no longer protruding.

3. Soymilk has the function of diuresis and perspiration. The water accumulated in the body cannot be discharged, which is the chief culprit of edematous obesity. such as

If you eat more diuretic and sweat-consuming foods during weight loss, you can not only reduce the chance of edema, but also take away some calories. It's easy to lose weight with soybean milk. Drink two bowls of soybean milk and one snack (except fried dough sticks) for breakfast every day. Drink 1 before going to bed at night.

A bowl of soybean milk, the main meal is light vegetarian, stick to it for two weeks, and you will find yourself thin. Drinking fresh soybean milk regularly can not only lose weight healthily, but also balance nutrition and regulate endocrine and fat metabolism system.

Stimulate the activity of various enzymes in human body and enhance muscle vitality. Midea soymilk machine specializes in making dried beans, which are carefully ground, and the nutrition is not lost, which is more original. Midea serves consumers wholeheartedly, completes every detail of products, and becomes an expert on modern household appliances around you. Beautiful soymilk machine, beauty pageant of exquisite life. Creative copy:

1. Title:

Using suspense style can arouse readers' interest. The text is pictures and notes. The soymilk cup in this picture is old-fashioned vermilion in China, giving people a sense of authority.

The picture is concise and clear at a glance, which can increase the attractiveness of advertising titles and slogans and improve attention. Advertising slogans and signs

The title echoes, soy milk is slimming, healthy and nutritious, and it can also achieve the beautiful figure pursued by women, which is true, reliable and convincing.

4. Positioning method:

The advertisement adopts quality positioning method, aiming at beauty lovers who like to lose weight healthily. Because the brand beans such as Midea.

Compared with pulp machine, it has similar functions and less prominent advantages. We should seize the interest of consumers from the social hotspot of "healthy weight loss"

And can stimulate consumers' desire to buy. Article 3: Yonghe Soymilk advertising slogan Yonghe Soymilk should be healthy and accompany you forever? Yonghe soybean milk, please. Do you want your family to live in harmony forever? Yonghe soybean milk, please. Do you want your team to be harmonious forever? Yonghe soybean milk, please. Want to soften the stern face you remember? Yonghe soybean milk, please. Do you want your life to be harmonious and beautiful forever? Yonghe soybean milk, please. Chapter four: advertising copy of Yonghe soybean milk brand image advertising design of Yonghe soybean milk brand image

I. Introduction

This advertising plan aims to attract new consumers to try Yonghe Soymilk on the basis of consolidating the original consumers.

Experts recommend the health of Yonghe soybean milk and publicize its service and lifestyle. Expand Yonghe through a large number of advertisements.

The influence of soybean milk "Good morning Yonghe, the beginning of a healthy day" attracts emerging consumers to choose Yonghe soybean milk.

Good morning greetings improve the reputation of the brand, strengthen the emotional connection between the brand and consumers, enhance their love for the brand, and increase

Strong brand loyalty, and let everyone in China have a cup of soybean milk every day, preferably Yonghe soybean milk.

Second, the market analysis

(1) brand profile:

Yonghe Soymilk generally refers to the breakfast shop in Yonghe City, Taibei County, Taiwan Province Province, which mainly sells soymilk, probably 1950, from Shandong.

Two veterans from Hebei province started the operation first. Yonghe Soymilk Brand was founded by Taiwan Province Hongqi Food Co., Ltd. on 1982.

A well-known brand in the beverage industry 1995 crossed the Taiwan Province Strait and came to the mainland for development. After decades of development, Yonghe Soymilk has spread all over China.

This country has become a brand that consumers trust and love. Nowadays, the brand of Yonghe Soymilk has been deeply rooted in people's hearts. The menu is divided into soybean milk, snacks, rice, snack food, set meal, popular drinks and so on. , price positioning.

2.5 ~ 25 yuan.

(2) Marketing environment:

China's fast food industry is basically occupied by KFC and McDonald's, and McDonald's and KFC seem to be "endorsing" China.

Fast food market, however, the market share of Chinese fast food is four times that of western fast food. But in the "big pot" of Chinese fast food,

In it, there is no real "leadership".

When KFC announced that it would make "Chinese fast food", we found that the fast food industry in China was diversified.

The two major contradictions in China's fast food industry (the competition between western fast food and Chinese fast food) cover up another potential spear.

Shield (competition between Chinese fast food). In fact, McDonald's has never regarded Yonghe as its main competitor, because it is speculated that,

They all sell western fast food. In the "small pond" of 2 1. 1%, there are already two big fish, and the small fish are doomed to die. This proves once again that if we give up Chinese fast food, it is equivalent to leaving 78.9%.

In the era of free competition, Chinese fast food has been squeezed into western fast food, which only accounts for 2 1. 1% and monopolizes competition. From this, we can easily see that "standardized qsc" is the main line of the great transformation of Chinese fast food categories, and Chinese fast food categories

The essence of the great change of business format is: middle school is the body and western learning is the use. What Yonghe wants to do is to stick to the famous brand line, learn from the advantages of western fast food and develop steadily.

(3) Development trend:

(1) Diversification of formats and characteristic management: With the development of the industry, the catering formats are no longer single, but diversified, which stimulates more catering formats.

The reasons for the development of meta-economy mainly come from three aspects: the entry of foreign capital and brands; The catering competition is escalating and life is increasingly diversified.

Change.

It can be seen that in the future, the characteristics of the catering industry in terms of business characteristics and diversified formats will be more obvious.

(2) The key to brand success: the importance of brand to catering enterprises is self-evident. The competition in the catering market inevitably comes down to the competition among brands.

Whose brand power is stronger, whose market is broader, and brand power has become the key for catering enterprises to enter the market one by one. Brand also

It is the most critical factor to attract consumers. Therefore, whether the brand has enough influence determines the position of catering enterprises in the market.

Whether it can win in the competition or not, catering enterprises without brand power will eventually find it difficult to change what has been eliminated by the market and consumers.

Fate.

(3) Franchise chain promotes rapid expansion: the benefits and powerful power brought by franchise chain model have long been proved in the market, and the franchise chain model of catering industry is gradually changing.

Towards maturity.

(4) Summary:

Advantages: (1) The products are diversified and meet the tastes of Chinese people;

(2) Fast-food consumption, and quick return of funds;

(3) Chinese fast food has a strong sense of cultural identity;

(4) Rich varieties, diverse tastes and balanced nutrition;

(5) The price is moderate.

Disadvantages: (1) single management mode;

(2) It is difficult to get the recognition of western culture;

(3) Low standardization and low service level. Opportunity: (1) The industry has great development potential;

(2) Strong policy support.

Threat: There are many competitors in the industry.

Third, consumer analysis.

(1) Consumer behavior:

Motivation to buy: The "Yonghe Soymilk" trend began when the China Little League Team played well in the William Porter World Little League Championship in the United States.

As a result, after driving the atmosphere of watching baseball games, because of the time difference, it is often close to the early morning after watching baseball games, and the door is the earliest.

Our breakfast shop is Yonghe Soymilk, and everyone is getting used to eating Yonghe Soymilk after watching the baseball game. "Yonghe Soymilk" has become

A business card of catering industry in Taiwan Province Province. This brand has formed a high popularity in China market.

(2) Target market:

The target is young and middle-aged people. Yonghe soybean milk products are diversified and fast-food consumption can meet the needs of most young people.

Demand.

(3) Consumer attitude:

(1) I hope the product quality is guaranteed.

(2) I hope the products are delicious and cheap.

(3) Looking forward to a unique product launch conference.

(4) I hope the product has a certain aesthetic feeling in appearance.

(5) I hope the product has certain emotional sustenance.

(4) Summary:

It is suggested that Yonghe Soymilk learn from the experience of other fast food brands, and shape the unique fast food culture of Yonghe Soymilk to meet the needs of young people.

The needs of energetic people.

Fourth, promotion planning As a local enterprise, Yonghe Soymilk is undoubtedly more nutritious than those foreign fast foods and more in line with the tastes of Chinese people. Yonghe's vision is

To build a place for China people, you can drink Yonghe Soymilk. The patriotic flag is very warm for China people and easy to win over.

China consumers. Direct stores and franchisees built by enterprises directly under the head office in order to form scale effect and products throughout the country.

Card effect.

Verb (abbreviation of verb) competitor analysis

(1) Existing fast food brands:

KFC, McDonald's, Dicos, Yoshinoya, Goubuli, Yonghe King, Ajisen Lamian Noodles, etc.

Analysis and comparison of competitors: McDonald's;

First, brand recognition:

Yonghe Soymilk is a scarecrow, and its shop is China Red, which is kind and eye-catching and has strong China characteristics. McDonald's is yellow.

The color "M" is striking and warm.

Second, the dining environment:

Their stores are also located in places with high traffic, and the geographical locations of the two stores are very close in many cities. their

Shops are all big windows facing the street, and shops are all plastic tables and chairs, because it is said that hard chairs can increase passenger flow and are clean.

Known for its hygiene, it has strict requirements on the cleanliness of glass windows, desktops, floors and ceilings in the store. But McDonald's is not interested in this store.

Health requirements are almost harsh, cleaning frequency is more than Yonghe, and the fineness is greater. When cleaning the stairs, employees are also required to kneel on the ground and put their heads in their hands.

Wipe the rag, even the corner. Both McDonald's and Yonghe Soymilk like to put music in the store and have their own songs.

McDonald's is "I like it" and Yonghe Soymilk is "Yonghe, Yonghe, the whole world".

Third, standardized management:

In order to let customers taste the same quality food anytime and anywhere, McDonald's stipulates that steak must be

Made of 83% shoulder meat and 17% pork belly, the size and frying time of French fries are uniformly regulated, Yonghe soybean milk.

Fried dough sticks are semi-finished products distributed to various stores, including oil temperature, frying time and the number of times the fried dough sticks are turned in the oil pan during reprocessing.

Uniform and strict rules. They are all open 24 hours a day, and the pricing level is similar, both of which are slightly higher in the middle end.

Fourth, the joining mode:

McDonald's is a direct chain model, and Yonghe Soymilk is a franchise model. Summary: Chinese fast food enterprises are much weaker than foreign brands in brand management, management and publicity. Of course, there are also some funds.

Why, but Chinese fast food is obviously not as popular as foreign fast food. McDonald's has children's toys. When will they be available?

Keep good contact with local public welfare places, and set up McDonald's scholarships in some schools in Chinese mainland, which are promoted to China at the gate of the store every Monday.

The national flag, and Yonghe soybean milk lacks these aspects. Although the joining mode of Yonghe Soymilk keeps the original brand name

Identity, but its fatal weakness is easy to lose the continuity and integrity of the original brand core, because it is located in different

Branches in the region are run by different bosses, lacking communication and cooperation with each other, and even being regarded as "enemies" and attacking each other.

Damage to brand reputation. Compared with McDonald's direct chain model invested and managed by the head office, this model is

The disadvantages are obvious.

Of course, judging from the current market share and influence among consumers, Yonghe Bean is in the inland market of China.

Pulp still lags far behind McDonald's. So in the future development, can Yonghe Soymilk compete with wheat in the international market one day?

When the workforce is evenly matched and the competition is fierce? If we don't raise the awareness of brand management and pay attention to sustainable development, I'm afraid the result will not be good.

Optimism. King Yonghe:

Yonghe Soymilk, founder Lin Bingsheng, made a fortune in Taiwan Province Province and joined the model; King Yonghe, founder Lin Yan 'ao, from Shanghai.

Starting from scratch, straight chain mode. The two companies have been fighting for Yonghe's serial trademark lawsuit for ten years. Yonghe Dawang Restaurant Co., Ltd. has set up about 65,438+000 chain stores nationwide so far, forming a cooperative relationship with Yonghe Soymilk.

The coexistence of hongqi food co., ltd. The same use of the "Yonghe" trademark, the same operation of soybean milk fritters, has also developed very well and has a high reputation.

All these make Shang Yong Dawang Company and Hongqi Company not only become the main competitors in business, but also make them become.

For the protagonist of this "Yonghe" brand dispute. When Hongqi Company and Yonghe Dawang Company were in full swing, all parts of the country took "Yonghe" and "Yonghe Soymilk" as the font size.

Soymilk fast food restaurants emerge one after another. Hongqi Company is facing the tough opponent of Yonghe Dawang Company, but it also faces numerous challenges.

Number of new competitors. If Shanghai Yonghe Dawang Company is even more powerful, it will be difficult to deal with, and there are many people all over the country.

Self-employed people are like wolves, and you are always at a loss when you run around! Many consumers are confused about Yonghe.

The relationship between, there is a service quality problem, but all blame on "Yonghe soybean milk". Of course, from another perspective, for Yonghe Dawang Company, which also calls itself "Yonghe", these brave people

Soymilk shops are also counterfeiters and competitors, and they are willing to give them if there are suitable opportunities or directly affect their own development.

Safe.

Summary: If Yonghe wants to build the first brand of fast food in China, it must first cooperate with Yonghe Dawang Company to be a national enterprise.

Industry, stabilize the rear, to move forward. For McDonald's, we should learn from each other's excellent success in management.

Test, for yourself, pay attention to sustainable development and enhance brand awareness.

On September 25th, 2003, McDonald's China completely updated its brand image, including its brand logo, slogan and personalized TV advertisements.

There are also theme songs, staff uniforms and so on. It comes from the original warmth of "always laughing and tasting McDonald's" that lasted for nearly 50 years.

Completely updated to "I love it" (Chinese version: I like it) hip-hop school, re-established with fashionable and modern values.

Explain the brand concept of McDonald's. This activity is a McDonald's global synchronous redemption activity, which was held in Germany on September 2, 2003.

Since Munich, in just over ten days, McDonald's in more than 20 countries around the world/kloc-0 have joined the ranks of updates.

Seven, marketing strategy

(1) Marketing objectives:

(1) Short-term goal. Consolidate the impression of old consumers on products, and help new consumers understand products and complete purchases through publicity.

Purchase behavior.

(2) Long-term goals. Build brand loyalty.

(2) Activity strategy:

(1) Activity theme: Good morning Yonghe, the beginning of a healthy day.

(2) Activity content: The activity lasts for 4 months. Collect information about Yonghe Soymilk from every advertising audience who knows about Yonghe Soymilk.

Photos or articles. Reward excellent photos and articles. Welcome all kinds of story tables related to Yonghe soybean milk.

It's far enough.

Eight, advertising strategy

(1) advertising target:

1. Attract new consumers to try Yonghe Soymilk. 2. Through emotional communication, the brand can establish emotional connection with consumers, enhance brand affinity and enhance Yonghe brand.

Love, increase visibility, make Yonghe's brand image more mature and occupy more markets.

(2) product positioning and advertising appeal: combine the concept of "communication" with the concept and image of Yonghe soybean milk, focusing on the "warm" route and family warmth.

Enthusiastic and friendly friends are the basic appeal points, and at the same time, the warm image of Yonghe and Harmony is publicized and promoted with energetic and nutritious health.

Health care of products.

(3) advertising language:

Good morning Yonghe, the beginning of a healthy day.

(4) Creative analysis:

Many people start their day with a cup of delicious soybean milk. Haven't you overcome your sleepy eyes yet? Haven't entered the state of work and study yet? A cup of delicious red soybean milk is the beginning.

Move the source of vitality for a beautiful day! Help you wake up and welcome a new day of study, work and life! For college students and white-collar workers, the day begins at about eight o'clock, and students are born under the pressure of study or in colorful nights.

Live, let this part of the crowd at the beginning of the day, it is inevitable that it is difficult to enter the state of work and study, eliminate fatigue, and let a cup of soybean milk and a

Breakfast brings you a new start every day, makes you full of energy and can be a factor to stimulate their consumption. At the same time, emotionally

Caring for the life of consumer groups can be promoted to emotional communication between brands and consumers, so that every day has just begun, Yonghe

Take good care of it.

Secondly, the motivation of "the start of a healthy day" comes not only from physical energy, but also from emotional energy.

From the motivation of life. For example, I have a family dream with my lover and a warm and like-minded family with my parents.

People's pursuit, etc.

(4) Media:

Television, radio, posters and various minority media are mainly combined, supplemented by magazine media. Implement in many ways and in all directions

Publicity.

Nine, advertising planning

(1) graphic creativity:

In the form of a combination of objects and cartoons, beans on the table are all over the soymilk machine, and breakfast is accompanied by cartoon expressions.

Say good morning to customers. There is no figure on the table, only adults hold the children's hands. Put an advertisement next to it

Language.

(2) original broadcasting:

The background music is playing (a warm and gentle song), and the voices of young men and women say the advertising words of "Good morning Yonghe" in the local dialect. (Hunan dialect, Sichuan dialect, Cantonese, Shanxi dialect)

Mandarin, Minnan dialect, Qinghai dialect, Shanghai dialect and Beijing dialect. Narrator: (Mandarin) (softly) Girl: We are all saying "Good morning Yonghe". Male voice: From every morning, there are.

Yonghe cares about your health.

(3) Video originality: Chapter 5: Some classic advertising words, some classic advertising words.

Music dances lightly and dreams fly. ("mp3 music player" advertising words) Arouse women's feelings and get intoxicated with flowers. ("Flower Supermarket" advertising words) The moon is soft with autumn wind, and there is affection for reunion. ("moon cake" corporate advertising words) Every time I enjoy Crest, I will accompany you for the holidays every day. ("Crest Toothpaste" advertising words) Young heart, selfless love.

("Charity Action" slogan)

Set foot on the ocean of love and go sailing. Grasp life and communicate with the world. (Mobile advertising words) Always ready, beautiful without discount. Charming space, unlimited creativity. (Advertising words for fashion creative programs)

Follow it all your life, no regrets. From beginning to end, you moved me. Good taste, experience for yourself. Ambition is in my heart, accompanied by good luck. Self-determination, let you go. ("Sports shoes" product advertising words) Friends drink together, and bosom friends are drunk for me. New song express, happy confidant. On the way to welcome guests, I "relaxed" an old dream. ("Welcome Song" cigarette advertising words) insightful, not exaggerated. Taste the milk heart and feel the grassland. Years of love, with a happy heart. (Music program advertising words) A thousand miles begins with the feet and begins with the "heart". Let happiness spread its wings and watch the dream bloom instantly. ("Dream of China" program advertising words) insightful, not exaggerated. ("clothing

Act the role of "company advertising words)

Drill "heart" stone "wisdom" (diamond advertising words) your hope, my possibility. Feel the sunshine and give hope. (slogan of "Project Hope") It is sour and sweet, and it has a taste of "self". (Yogurt advertising words) Happy woman, diamond life. Drink the past in the cup. The same choice, different expectations. Nutrition is the master, go your own way. Chew old songs and enjoy classics. Grasp life and communicate with the world. New song express, happy confidant. Always be ready, beautiful without discount. Charming space, unlimited creativity. Follow it all your life, no regrets. (corporate advertising words) Music broadcast widely (from beginning to end, touched you. Good taste, experience for yourself. Ambition is in my heart, accompanied by good luck. Self-determination, let you go. ("Sports shoes" product advertising words) Friends drink together, and bosom friends are drunk for me. A journey of a thousand miles begins with the feet and begins with the heart. Let happiness spread its wings and watch the dream bloom instantly. Taste the welcome pine and win the championship.

Guofeng ("Yingkesong" cigarette advertisement) is everywhere.

I move, so I am. (Advertising words of "sports series products") Open happy event and have a good time. New life, good taste. ("room

Advertising words of real estate company)

Screaming is better than making your heart beat.