First of all, we should have a deep understanding of the product characteristics and understand its uses, benefits and characteristics. Find the bright spot. So as to make yourself different. Achieve the purpose of creativity. In addition, the positioning of consumer groups should be based on cultural quality. Humanistic spirit, age, gender, economic foundation. . . Understand what they need, attract them and achieve functional sales purposes.
The following is a marketing plan for mineral water. Although it is not introduced, it can be used for reference.
Case Study on Integrated Marketing Planning of Rare Treasure Mineral Water
In Wuhan, the supply of rare mineral water is in short supply, becoming the first brand of mineral water in Hubei Province. In Beijing, rare mineral water ranks among the five major water markets. Rare mineral water is very popular among primary and secondary school students, and children affectionately call it "Gege Water". This is a wonderful marketing activity jointly implemented by Hubei Rare Treasure Mineral Water Co., Ltd. under Wuhan State-owned Assets Management Company and Beijing Pi Fu Marketing Planning Company. After quickly monopolizing scarce resources, Zhao Weixian was hired and boldly borrowed the east wind.
& gt& gt market research and analysis
& gt& gt 1. Market background
The>& gt( 1) beverage market is highly competitive.
& gt& gt There are many varieties and brands in the beverage market, with large marketing investment and low profit. New varieties and brands of fruit juice and functional drinks are constantly emerging, and the beverage market is constantly being chopped and subdivided, dividing up consumers' wallets and crowding out the market of beverage water.
& gt& gt(2) Various brands
The water content of>& gt drinks includes pure water (including space water and distilled water) and mineral water. There are more than 0/000 pure water producers and more than 0/000 mineral water producers in China. In Wuhan market, there are 29 kinds of pure water and 2/kloc-0 kinds of mineral water.
> > (3) Pure water is superior to mineral water in all aspects.
& gt& gt From advertising, marketing level, brand appeal to consumer preferences, mineral water is not as good as pure water as a whole. The objective advantage of pure water utilization is low cost, and there are misunderstandings in consumers' choice of beverage water at this stage.
& gt& gt(4) Mineral water has a good prospect and great potential.
& gt& gt In developed countries, drinking mineral water is a sign of health and taste. World-famous brands of water drinks are mineral water, such as Evian in France. Mineral water has a long history of nearly a hundred years in the world. China consumers' awareness of mineral water has improved rapidly. Drinking water is not only for quenching thirst, but also for pursuing health benefits. The quality of mineral water in China has been greatly improved, with the qualified rate rising from 34.5% in 1992 to 78.2% in 1997, and the sales of some brands of mineral water are also quite large.
& gt& gt2. competitor status
& gt& gt The First Army: Robust, Wahaha and Master Kong, which are leading brands; Second Army: Nongfu Spring, Ipoh, Xiaoheizi and Hortmann, strong brands; More than 40 other kinds of water drinks are inferior brands and weak brands.
& gt& gt First Master Kong 30.64%
& gt& gt The second place is steady by 28.56%.
& gt& gt Third place Wahaha 15.74%
& gt& gt features; Brand awareness is high, enterprises have strength, and advertising investment is large. Robust produces both pure water and mineral water, making money from pure water at low cost and relying on the image of mineral water trees.
& gt& gt Robust and Wahaha successively set up branches in Hubei, implementing localization strategy, reducing costs and strengthening competitiveness.
& gt& gt3. Consumer situation
& gt& gt Consumers have formed the habit of buying drinking water, with 48.89% regular buyers and 48. 15% occasional buyers, and only 2.96% never buy it. The age structure is obviously lighter.
& gt& gt Consumer behavior characteristics: Emphasis on brand and taste, vague concept of mineral water and purified water. However, some consumers have realized that it is useless to drink pure water for a long time, and began to pay attention to choosing high-quality mineral water.
& gt& gt4. Market potential
& gt& gt Wuhan is one of the four "stoves", and the sales volume of beverage water is huge. Wu Hanyou has 7.5 million people. People who regularly buy beverage water buy more than 1 bottle (600mL, 1.20 yuan) every day in summer, with a sales volume of 396 million. Occasionally, people buy 1 bottle every summer, and the sales volume is 55,728,800. Other seasons are ignored for the time being. The actual potential of drinking water in Wuhan is at least 450 million, even if it is 50% off, it has more than 200 million potential.
Market performance of>& gt5 and rare treasures
& gt& gt's popularity and reputation are not high. In Wuhan, the original market share of Rare World Treasure is only 1.70%. 87.4 1% consumers don't know about rare treasures, while 65.438+02.60% do. Brand awareness 16.20%.
& gt& gt sales are extremely low. 1998 * * * The output is 1700 tons, and the total sales in various places are less than 4 million yuan. The annual sales in Wuhan area is only about 800,000.
& gt& gt Rare treasures have their own characteristics, but their performance is not outstanding. Rare treasures are different from other pure water and mineral water in their selenium-enriched characteristics, but few people know about them.
& gt& gt is expensive. In the case that consumers do not know that it is good water, the price is not competitive.
& gt& gt distribution is very bad, so it is not convenient to buy.
& gt& gt The packaging design is poor, and the bottle sticker looks old, tasteless and tasteless.
& gt& gt has a brand survival foundation. Rare treasures have been sold in Wuhan for three years by interpersonal relationships, maintaining the foundation of brand survival.
& gt& gt business analysis
& gt& gt Rare Treasure Mineral Water Company was established in 1992 and 10, and its production place is Jianshi County, Enshi Prefecture, Hubei Province. The product was put into trial sale on 1995, and the company set up a sales head office on1March 1997, with a designed production capacity of 20,000 tons/year. Rare treasures have been listed for three years, and their market share, reputation and total sales are still at a very low level. What factors have influenced rare treasures? Through investigation and study, it is found that the main problems are:
& gt& gt 1. Extensive management. Especially in the sales system, it does not adapt to the modern market competition environment, and has not established a scientific, unified and authoritative sales command center and a professional and efficient sales team. Wuhan branch and trading company are fighting and wrangling with each other.
& gt& gt2. The personnel layout is unbalanced. Do more management and less business; There are many idle people and few officers.
& gt& gt3. Marketing talents are scarce. Due to the shortage of marketing professionals, they only know how to reduce production, but they don't know how to impact the market; I only know that I and my products are good things, thinking that everyone will love you, and I don't know why people have to love you; I only know how to invest in production equipment bravely, but I dare not spend money on advertising, and so on.
& gt& gt4. There is no clear positioning. Rare treasures have no market positioning, no product function positioning, no unique sales proposition (USP), and the product image is vague. If you don't give consumers benefits, why should people buy them?
& gt& gt5. No market research, no advertising. Without market research, it is like letting the blind touch the elephant before the war. Without advertisements, how dare consumers drink "unheard of water"? Therefore, consumers are not interested and dealers have no confidence.
& gt& gt6. The work of lending is extremely inadequate. Shopping malls, supermarkets, tourist attractions and street stalls rarely see the shadow of rare treasures. Mineral water, a ready-to-drink commodity, can never be bought with such poor distribution. Because no one will run away for a bottle of water.
& gt& gt7. Lack of marketing skills. Due to the lack of marketing talents, the marketing level of rare treasures is very low, and there is no market research, strategic planning, long-term planning and incoherent and unsystematic marketing planning. Advertising positioning is vague, advertising is not strong enough, and the means are backward. Blindly explore the market, there is no focus, no priority, etc.
& gt& gt8. The packaging design is extremely poor. The bottle looks old, tasteless and tasteless. Packaging is the face of products. The face is unclean and extremely ugly. Will consumers still be interested?
& gt& gt9. The external competitive environment is harsh. Beverage and water industry is one of the most competitive industries in the market, and mineral water faces the strongest competitor? Pure water is very powerful. With low cost, relying on big brands and strong financial support, under the guidance of correct market strategy, they occupy the dominant position of beverage water. It is not easy for anyone to open the mineral water market.
& gt& gt strategic plan
& gt& gt 1. strategic thinking: draw a clear line with pure water, do not fight price wars, and do not go downhill with it; Play the function card, highlight the natural selenium-enriched price of rare treasures, and clarify the value-added benefits that consumers can obtain; Advocate a green and healthy lifestyle to the whole society, spread a scientific and correct view of consumption, thus establishing a healthy and high-taste brand image of rare treasures and shaping a corporate image that is sincerely responsible for society and committed to benefiting mankind.
& gt& gt2. Strategic steps: Establish a brand and be a local boss; Strengthen the brand and become a well-known brand of mineral water in China; Extend the brand and become the world's leading green health industry with selenium as the core.
& gt& gt3. Strategic deployment: Take Wuhan as the base camp, Beijing as the key market in the north, take the lead in breaking through, stabilize our position and go to the whole country.
& gt& gt4. Brand image positioning: health, vitality and noble taste!
& gt& gt5. Product function positioning: Se-enriched, eyesight protected.
& gt& gt Rare things are expensive. Rare mineral selenium is a scarce resource of rare mineral water. It is the only natural mineral water with selenium content up to the standard in China, and it is also the only high-quality mineral water with selenium, Sharp and low sodium bicarbonate up to the standard. This is an important basis for product positioning, and also a foothold for realizing value monopoly and winning competition.
& gt& gt How to find the coincidence point between product characteristics and consumer demand? Selenium has many functions such as anti-cancer, improving cardiovascular and cerebrovascular diseases and protecting eyesight. Only by protecting eyes and improving eyesight can it best meet the identity of water and the consumption psychology of water, and consumers can believe and accept it. After scientific discussion, it is found to be objective, effective and feasible.
& gt& gt6. There are three levels of core products: first, quenching thirst; Second, improve vision; Third, provide various trace elements needed by the human body.
& gt& gt7. Orientation of consumer groups: mainly young people, with primary and secondary school students as the breakthrough.
& gt& gt According to the function of rare treasures, selenium enrichment is to improve eyesight, so the consumer groups are clear: ① primary and secondary school students; ② Intellectuals and computer operators; ③ Middle-aged and elderly people and tourists with poor eyesight.
& gt& gt For the communication of various consumer groups, it is necessary to have primary and secondary steps, and the student group is the key, so we should take the lead in breaking through.
& gt& gt market strategy
& gt& gt (1) The concept of marketing
& gt& gt 1. Brand concept: selling water and health will give you good eyesight at the same time.
& gt& gt2. Brand foundation: it not only meets basic physiological needs, but also provides excess value that other brands cannot provide; And can satisfy the above benefits in a convenient and pleasant situation.
& gt& gt3. Conceptual support: Based on the natural geographical structure of rare selenium mineral water producing areas, the concept of "three-level continuous improvement" of rare selenium mineral water was created.
& gt& gt The first stage: aboveground circulation 16 years, with clean water, rich in selenium and various trace elements;
& gt& gt Level 2: Ten kilometers down the mountain, spewing out halfway up the mountain;
& gt& gt Stage 3: Exceeding the general mineral water, the contents of various elements, especially selenium, strontium and low-sodium heavy calcium carbonate, reach the standard;
& gt& gt4. Marketing concept: Based on the latest modern integrated marketing communication theory, combined with Pi Fu's planning concept and experience, tradition and innovation are combined to mobilize all available means, such as advertising, public relations, event marketing, promotion, news propaganda, CI, etc. , establish brand-name services for products, and jointly open the market.
& gt& gt marketing mix
& gt& gta. Products
& gt& gt 1. Rare treasures are products listed in Wuhan for three years. You can't change the name, and you don't need to change the water. However, the old image must be changed. The original bottle sticker gives people the feeling that it is outdated and low-level. Water is colorless and tasteless, rich in minerals and invisible. Then the bottle sticker represents water and must be able to "speak for" water. This technology is very important.
& gt& gt design idea: First of all, we should design a high-grade Logo as the core of VI system, with other elements matching it to show the brand. Recombine product description and express product characteristics.
& gt& gt2. specification combination: only 600mL is not enough. Individualization, differentiation and serialization of product specifications are important means to facilitate customers and gain competitive advantage. 330ml and 5L vats (household) should be added.
& gt& gtb. Price policy
& gt& gt retail price: 600mL, 2.50-3.00; 330mL, 2.00-2.50 yuan. This price is slightly higher than robust and other mineral water, and slightly lower than high-end brands such as Evian to show its value.
& gt& gtc. Advertising and promotion strategy
& gt& gt 1. advertising creative strategy principle: rational appeal is the main one, supplemented by emotional appeal.
& gt& gt2. Advertising target: primary and secondary school students.
& gt& gt3. Advertising performance strategy: star fame. Borrowing stars should be new, accurate and clever.
& gt& gt The first thing to open the market is product recognition, especially water, a consumer product with low attention and high sensitivity. In China, the quickest way to gain popularity is to invite celebrities to advertise. Being famous by a star always works. And new stars are the most suitable for making new products, that is to say, looking for the latest stars.
& gt& gt The key to finding new stars is the word "difficult". We should be ahead of the times and not be careless. We should accurately predict the popularity and trend of "stars" and invest in the interests of consumers.
Zhao Wei, who plays the swallow in Princess Pearl, is the first choice: first, he is an absolute star, and other corporate products have never been used; Second, the popularity is booming, which is deeply loved by ordinary consumers; Third, Zhao Wei, the "Little Swallow", is particularly popular among primary and secondary school students and is the main target we want to contact; Fourth, she has a pair of unusually large eyes, which are attractive and watery, which is consistent with the main function of the product. The spokesman of the rare treasure image is "Little Swallow".
& gt& gt4. Advertising principle: hard advertisements are the main ones, supplemented by soft advertisements; Mainly regional media, supplemented by national media; Hard advertisements are mainly TV and newspapers, and a series of special advertisements are published, supplemented by other media; Soft advertisements are mainly newspapers, which publish a series of popular science articles. In addition, there are TV feature films, radio feature films, DM and brochures as supplements.
The release of>& gt TV advertisements should make the rare and precious advertisement starring Zhao Wei catch the hottest ride in Princess Zhu Huan and the sequel 1999, adding fuel to the fire. Swallow in the film is a rare treasure advertisement played by swallow outside the film, which in turn strengthens memory and becomes a hot topic in society.
& gt& gt5. Principle of promotion strategy: combination is the main, and miraculous effect is the best. Increase the breadth of market adoption of products by conventional methods, stand out from many competitors unexpectedly, and increase the depth of market adoption.
& gt& gtd. Channel planning
& gt& gt 1. Principal-agent system: Wuhan should combine wholesale and direct sales;
& gt& gt Give priority to distributing goods to tourist attractions, schools, stadiums, street shops, cheap supermarkets and large shopping malls;
& gt& gt Small wholesale stalls will give 3-5 bottles of rare treasures at the beginning on the condition that posters of rare treasures are posted, which will set off the atmosphere and attract purchases.
& gt& gt2. channel strategy:
& gt& gt( 1) sells rare treasures and sends them to the booth freezer. Pay the deposit to receive the freezer with the Logo and advertising language of rare treasures. After the sales of rare treasures reach the standard, the freezer belongs to the stall owner.
& gt& gt② Monopoly sales of tourist attractions. Through relationship marketing, rare treasures will become the designated drinks in key tourist spots. Rare treasures contribute to the printing of tickets for various scenic spots, and at the same time, rare treasures advertisements are printed on the tickets, forming a one-to-one marketing effect.
& gt& gt③ Accumulated points reward wholesalers. Establish several boundaries for wholesalers, and each boundary has corresponding rewards.
& gt& gt(4) Build a community direct selling station to cover the whole Wuhan market.
& gt& gte. Event marketing
& gt& gt 1. Activity purpose: to shape brand image, expand popularity and improve reputation.
& gt& gt2. Principles of activity creativity: innovation, two-way communication, participation and interaction, grasping the pulse of the times, creating or triggering social hotspots, and guiding consumption fashion.
& gt& gtf. Public relations and image activities
& gt& gt 1. Activity purpose: to cultivate consumers' brand preference and eliminate bad interference factors.
& gt& gt2. Activity principle: If you don't do it easily, do it successfully. Dredge relationships, connect feelings, and use the strength of all parties to directly or indirectly serve products to expand the market.
& gt& gt advertising creativity
& gt& gt Rare treasures children's songs:
& gt& gt Advertising Target: Primary and secondary school students
& gt& gt Advertising Appeal: Improving Vision
& gt& gt Appeal Support Point: Rare treasures contain more selenium.
& gt& gt advertising slogan: Always drink rare treasures, your eyesight will be better.
& gt& gt creative content of advertisement:
& gt& gt adopts a combination of life segments and celebrity recommendations. In the cheerful melody of the well-known children's song The Little Swallow, Zhao Wei, the star of Princess Pearl and the actor of the popular star The Little Swallow, looks like a king among children. She leads a group of lovely children to do eye exercises. Voice-over A childish voice sang a song adapted from the children's song "Little Swallow": "Little Swallow, big eyes, drink a bottle of mineral water every day ..." In this way, the theme of the advertisement was pointed out. Zhao Wei is holding rare mineral water in his hand, and his big bright eyes are shining and he says, "Drink rare treasures often, and your eyesight will be better."
& gt& gt theme activities
& gt& gt 1. "Visual Year" treasure hunt
& gt& gt event marketing with the help of "99 China Vision Year".
& gt& gt According to the survey by the health department, the incidence of myopia among middle school students and primary school students in China is 64% and 46% respectively. The most remarkable function of rare mineral water is to prevent myopia and improve eyesight.
& gt& gt event guests: Anyone who is looking for mineral water containing selenium can participate in the lucky draw. On the first day, 500 yuan will reward 20 prizes; The next day, reward 300 yuan, 35; On the third day, reward 100 yuan and reward 100 people.
The purpose of>& gt activities: to rapidly enhance popularity, strengthen the scarcity of product resources, and enhance the high value of rare treasures.
& gt& gt This activity is an unprecedented sensation, with more than 1,000 people participating every day. The local news media reported that "an expensive selenium mineral spring, a bottle in 500 yuan" has become a topic of discussion in the streets. Rare mineral water has achieved high popularity in a short time, which greatly improved the sense of rarity of products.
& gt& gt2. Buy people's hearts with "environmental protection"
The>& gt activity is called "Buy empty bottles at high prices to protect the environment". 1 Empty bottles of rare treasures are exchanged for 2 yuan money, 1 Money is exchanged for drinking bottles of other brands.
& gt& gt Activity Purpose: To enhance the reputation of rare treasures and establish a lofty image dedicated to human health and environmental protection.
After the start of the>& gt activity, there was a sea of people every day, and tens of thousands of empty bottles of rare treasures were collected in three days, and the reputation of rare treasures soared.
& gt& gt3. Solving puzzles with ecology
& gt& gt In view of some consumers' doubts about the authenticity of the water source of rare selenium mines, the eco-tourism Enshi source-seeking activity was launched. The forest coverage rate of Jianshi County, Enshi, Hubei Province, the source of rare treasure mineral water, is over 60%, with fresh air, beautiful scenery, simple folk customs and excellent ecology.
& gt& gt Activity content: On March 9. 10, consumers can participate in the lucky draw by mailing five rare mineral water bottles to Rare Treasure Company, and the winners will go to Enshi to find the source.
& gt& gt consumers actively participated, and * * * received tens of thousands of letters, among which a young man mailed more than 1000 letters, winning three consecutive prizes. After traveling, everyone will say that the rare mineral water is really natural, and you can drink as much as you want. This activity has achieved the expected results, which not only eliminated consumers' doubts, but also played a good role in promoting sales.
& gt& gt4. Create momentum through public opinion.
& gt& gt has created a competitive environment conducive to mineral water and selenium mineral water for itself, which has attracted the attention of the whole society. Publish a series of popular science articles to spread the following ideas: drink mineral water when drinking water; Rare and precious mineral water is the only mineral water with selenium content up to standard in China. Rare treasure is a high-quality mineral water, only three minerals, selenium, strontium and low-sodium heavy calcium carbonate, are up to the standard in China and are worth the money. The development trend of drinking water in the world is that mineral water will live forever and become more and more prosperous and popular; How to choose high quality mineral water? A series of popular science articles have been published around the above concepts.
& gt& gt These well-founded articles have been published 18 times in major newspapers in Wuhan, namely Changjiang Daily, Wuhan Evening News, Chutian Metropolis Daily, Life Times and China Weekend.
As soon as the>& gt popular science article was published, it immediately triggered a big social discussion. Consumers seem to hear such a convincing voice for the first time, eliminating doubts about mineral water and applauding the spirit that rare treasures are responsible to consumers; Relevant experts also participated in quoting classics for mineral water; Production enterprises are unwilling to be lonely and safeguard their own interests.
The climax of the>& gt debate was repeated, and the major media in Beijing and South Korea rushed to report it, adding fuel to the fire. It has further expanded its influence and greatly enhanced the popularity and reputation of rare treasures.
& gt& gt effect evaluation
& gt& gt Under the guidance of Beijing Pi Fu Marketing Planning Co., Ltd., Rare Treasure Mineral Water opened the Wuhan market in less than half a year in the most competitive beverage industry, making Rare Treasure a well-known brand with a reputation as high as 90% and a reputation as high as 75%, and achieved an impressive sales performance that increased by more than ten times over the same period last year.
& gt& gt Rare Treasure holds high the banner of pure natural mineral water, takes the lead in advocating the new concept of green health, sets off the consumption fashion of drinking mineral water in the whole country, establishes a distinctive brand image of Rare Treasure, and paints a bright future for the plain mineral water market.