At present, Coca-Cola Company owns carbonated drinks such as Coke, Fanta and Sprite, and juice drinks such as Queer. Since it was put on the market in 2002, pure ice dew has not been advertised with brand image as the core, like other beverage brands of Coca-Cola. For example, Coca-Cola's advertising slogan: "Seize this feeling" Sprite's "crystal clear, cool and incomparable" has become the current fashion language. As one of Coca-Cola's beverage products put into China market, it did not carry out brand operation, but quietly appeared in front of consumers overnight. Doing a good job in advertising planning and implementing its advertising strategy will help to shape the brand image of iced dew purified water suitable for Coca-Cola Company and help to enhance the status of iced dew purified water in consumers' minds.
Second, the market analysis
market prospect
In recent two years, although a new round of functional sports drinks is emerging after the upsurge of low-concentration fruit juice drinks, bottled water has always occupied 30% of the beverage market. Although other kinds of drinks have been trying to carve up the market, bottled water still has an irreplaceable position because of its low price and natural purity. The per capita consumption of bottled water in China is only 1/5 of the world average, so it can be said that the bottled water market in China is still very young.
Current competitors
Main competitors: Wahaha, Robust and Nongfu Spring.
Other competitors: small brand bottled purified water, local brand bottled purified water.
The survey results show that Wahaha, Robust and Nongfu Spring occupy most of the bottled water market. Among the bottled water brands that consumers often drink, 35.2% of the respondents chose Wahaha, 28.3% Robust and 17.8% Nongfu Spring, which shows that people have a strong sense of brand consumption when buying bottled water, and brands are the life of enterprise products. With the arrival of the era of brand consumption, how to carry out brand marketing has increasingly become one of the core tasks of enterprises, and the success of the three famous bottled water represented by Robust is largely due to its correct brand planning and strategic implementation.
Consumer acceptance
Although the emergence of soft drinks such as mineral water and fruit juice has impacted the dominant position of pure water, the survey shows that in seven central cities in China, 30. 1% people still like pure water, and 2 1% consumers say it doesn't matter.
The survey shows that some consumers are influenced by advertisements when they buy bottled water, but they don't know until they drink it. The recommendation rates of salesmen, relatives and friends are 38.3%, 25.4% and 1 1. 1% respectively, which shows that advertising is the best "shopping guide" for bottled water consumers.
Third, advertising strategy.
Target strategy
Through advertising, the brand awareness of iced dew purified water will be raised to 90% within X months, and the sales volume will increase by 50%, making it the top three bottled water sales in China.
Positioning strategy
Ice dew purified water is positioned as a popular brand and targeted at young and middle-aged consumers.
Media selection
Television, newspaper, car body, platform, supermarket.
Appeal strategy
The advertisement of ice dew pure water appeals to a kind of quality and shapes a strong and lingering brand image.
advertising creative
Print advertising copy
Title: ice dew, never leave.
Slogan: Believe in yourself.
main body
Life is full of countless stadiums.
Facing one powerful opponent after another.
Who will be the winner forever?
Failure is never the end.
Being strong does not mean forever.
Heart, still as strong as ice.
It's just water running in your face.
This is a strong comfort to ice.
If you lose, try again.
Ice dew, never leave.
Essay: Ice dew purified water is produced by Coca-Cola Company, which has international quality and gives you an unusual sense of purity.
Tv advertising copy
Slogan: ice dew, I can't do it without you.
Figure 1: The track and field with more people and more money is cheering and frustrating at the finish line.
Figure 2: Open track and field, one-man competition.
Schreiber: Who will be the champion without an opponent?
Figure 3: Close-up close-up, the loser's frustration, holding a mouthful of ice dew pure water, and then pouring it down from his head, showing an unyielding expression.
Schreiber: Failure is not terrible. The terrible thing is that you don't know your opponent and will never give up. I can't live without you.
Fourth, the advertising plan
Advertising work plan
A comprehensive advertising campaign was launched in May, and supermarkets also launched promotional activities.
End this advertising campaign in June and start a new round of advertising planning.
Advertising release plan
In May, TV advertising was launched, and advertisements were also placed in car body advertisements, platform advertisements and evening papers in major cities.
Other activity plans
Sponsor various large-scale sports activities
appropriation budget
leave out
V. Effect prediction
Through advertising, the brand awareness of ice dew purified water has increased to 90% within X months, and the sales volume has increased by 50%, ranking among the top three bottled water sales in China.
At present, consumers' health awareness is getting stronger and stronger, which creates a good environment for promoting healthy products. Functional foods also belong to this category. The world's largest and most important food and beverage fair just held in Cologne, Germany last month reflected this trend from several aspects.
Health, convenience and natural fun have become the general trend of global development. The taste of life is a palette of various food flavors, which has three characteristics: making people happy, feeling nature and adding vitality.
Nowadays, consumers pay attention to fun, health, nutrition and nature, and more and more hope that there are more healthy ingredients in drinks. In order to meet this desire, Duole Group has introduced juice drinks, which combine functional ingredients such as soybeans, tea, milk or vegetables, as well as low content of carnitine and multivitamins. Non-alcoholic malt beverages are very popular in Europe and the Middle East. Using malt as the basic material, beverage manufacturers have created many healthy and delicious drinks. Dele Group also exhibited a product named Muldor, which is made of malt and fermented by lactic acid bacteria, but it has a "cola" taste.
At present, the concept of innovative beverage is very popular in the world, and many beverage companies have specially formulated beverage formulas for specific consumer groups or to meet special health needs. The most common functional nutrients are: multivitamins,
Calcium, antioxidants, minerals, rare metals or ingredients beneficial to heart health or brain power, etc. , and constantly promote the development of new era drinks.
According to the health problems that consumers are most concerned about, German company Symrise developed Omega -3 beverage, which became an important part of the functional concept. Combining the health care function of omega -3 fatty acids with foreign flavors such as cherries and longan, we can provide consumers with a drink that can not only meet the health needs, but also increase the taste of the drink.
Some consumers have been worried that the calories of drinks will increase their waistlines, but they can't resist the temptation of the taste of drinks. In order to solve this contradiction and meet the expectations of consumers, many companies try to replace the role of sucrose in beverages by other means. Artificial sweeteners have the advantages of substituting sucrose for sweetness and reducing calories, but they have bitterness, which will affect the flavor of beverages. Using the decomposition technology of Wild company, fruit sweeteners, such as oranges, lemons, mangoes and grapes, are directly extracted from natural fruits, which is very suitable for consumers who like nature and need low calories.