Advertising Project Plan

Time flies by like an arrow. A period of work is over. Our work will usher in new tasks and goals. Why not Hurry up and write a plan now. Come and refer to how the planning book is written. The following is the advertising project planning book I compiled for you. I hope it can help you.

Driven by the concept of healthy living, tea drinks are favored by consumers because they are healthy and naturally rich in a variety of substances that are beneficial to the human body. Master Kong's tea beverages have been successful in building a brand image, and they pay attention to communication with consumers in emotional promotion, which is in line with young people's pursuit of fashionable and healthy life. Therefore, the brand inevitably occupies a dominant position in the entire tea beverage market. The share is 46.9%. At the same time, the brand is also facing challenges: on the one hand, competition from various brands of tea drinks; on the other hand, new varieties are emerging as the beverage industry continues to introduce new concepts. All these invisibly put tremendous pressure on Master Kong.

1. Competition situation analysis

(1) The position of the enterprise in the competition:

1. Market share: the market share of the product is higher than that of similar products The first place shows the brand's leading position in the market.

2. Consumer awareness: In the minds of many consumers, the brand has a high reputation. 3. The company's own goals: In terms of beverages, seek innovation and differentiation, and expand the market.

(2) Competitor analysis:

Uni-President, Wahaha, and Master Kong are the main competitors in the tea beverage market. In addition, Coca-Cola, Pepsi-Cola, and Jianlibao have also successively launched new tea beverages. Although they will not pose a threat to Master Kong in the short term, they have also sounded the alarm for Master Kong. ,

(3) Summary of competition situation:

At this stage, Master Kong’s tea beverages should have Uni-President and Wahaha as the main competitors, but at the same time, we should also see the intervention of companies such as Jianlibao. A force to be reckoned with.

2. Master Kong’s brand concept

(1) Innovation-based:

Only through continuous innovation can an enterprise maintain strong vitality and continuous freshness. As the number one brand, Master Kong certainly demands to be first in its category in terms of taste, material selection and quality, and needs to be constantly updated.

(2) Access is king:

There is no doubt about the importance of roads. Tingyi's channel strategy of deeply cultivating distribution channels is quite praised in the industry. There is a famous saying within Master Kong: If you cultivate 100 times, the vegetables will bloom. At present, Master Kong has established a very complete marketing network across the country.

(3) Zero-distance collision with consumers:

Although it already has nearly half of the market share, the market can be further expanded. Even in the existing market, maintenance is still difficult. Very important. Among them, a very important point is direct communication with consumers.

3. Analysis of the brand positioning of Master Kong tea beverages

(1) Pursue the concepts of fashion, health and innovation. It embodies traditional Chinese tea culture and advocates individuality.

(2) Emphasis on product quality and launch diversified products.

(3) Believe in "channel is win" and implement the channel strategy of "deep channel cultivation".

(4) Ensure the dominance of tea beverages and guide the market trend.

4. Targets of appeal

(1) Main consumer groups:

Consumers aged 15 to 35 have become the main consumer in the tea beverage market. Consumption accounts for 69.5% of the entire tea beverage consumption market. Through publicity, we want to make Master Kong's tea drinks arouse followers, admiration and imitation, and then promote the realization of purchasing power on a larger scale.

(2) Consumer groups that need dissemination and guidance:

With the development of compound tea drinks, the consumers of tea drinks will break through the age limit of under 15 years old, and students are very likely to It may become the new main consumer force in the tea beverage market. Compared with leading consumer groups, this type of potential consumer group is our main target customer in the future.

5. Target market strategy

(1) The target market that the product currently faces:

Master Kong tea beverages are currently mainly targeted at the 15-34 age group Marketing to consumers does not differentiate between the needs of different consumers, including consumers of different age groups and consumers with different incomes. Judging from the current market share, it has reached 50.5%, occupying the dominant position in the industry. However, judging from the market competition this year, if Master Kong tea drinks want to maintain its dominant position, its market size will appear to be very large. limited.

(2) Evaluation of existing market perspectives:

1. Opportunities and challenges: The development potential of the tea beverage market is still great, but at the same time, other companies are also targeting In this market, new products have been launched one after another.

2. Advantages and Disadvantages: The product itself has high brand credibility and advanced production technology, which is its advantage; while the taste of the product is single, and the packaging is not outstanding among many brands. is its shortcoming. 3. Main problem points: The main problem to be solved in this advertising campaign in terms of target market is to expand the target consumer group, seek innovation and differentiation, expand the market, and ensure its dominance based on the maturity of the existing market.

6. Image Advertising Goals

(1) Corporate Goals

1. Short-term Goals: Focus on brand image promotion, through a certain stage of advertising, Increase the visibility and reputation of Tingyi brand and consolidate its market position.

2. Long-term goal: use the brand image to drive product promotion, highlight the characteristics of the series of products, increase purchase promotion, and gradually enter the international market.

(2) Image advertising objectives

Enhance the brand awareness of Master Kong and strengthen brand awareness.

(3) Product advertising objectives

1. Enhance the brand awareness of Master Kong

2. Strengthen brand awareness

3. Stimulate demand

4. Improve purchase promotion

7. Advertising information

(1) Image advertising:

Key points to promote the Master Kong brand For the forefront, we carry out publicity for different levels, groups and media advertising themes, thereby determining the public's awareness and loyalty to the brand and stabilizing the brand image. Product positioning is suitable for people of all ages (mainly young people). Consolidate the brand image of Master Kong (focus on health, high-quality life, and pure taste) and expand its popularity; emphasize it as a symbol of high-quality life; illustrate the product’s dominant position in the beverage industry; and focus on different appeals in different seasons. Advertising positioning

(2) Product advertising:

Key points to stabilize Master Kong’s brand image, and at the same time describe the advertising theme; the characteristics and taste of tea beverages in each category are pure; high-end product positioning of tea beverages "Leader" status and adapt to the characteristics and quality of life of the general public; good for health. Advertising information remarks are aimed at consumers to gain awareness of the brand, focusing on enhancing brand awareness and loyalty with perceptual appeals. Relaxed, healthy, cool and natural. Let Master Kong's brand become a symbol of high-quality life, and add a relaxed and leisure product concept to target the characteristics of brand consumers, focusing on sensibility. The advertising information notes emphasize the quality and taste of Master Kong's tea drinks; focus on the appeals advocated by each product, and focus on Emotional appeal; product taste; moderate price; suitable for all ages.

(3) Market segmentation:

As the current tea beverage market war intensifies, Master Kong Tea Beverage, as the leader, must take further actions to ensure that it position, thus leading other tea beverage brands to develop. Therefore, it is necessary for us to segment the market.

1. Consumers of different ages

At present, the consumer group of Master Kong tea drinks is mainly young people, and the taste is also low-sugar and light. The company can completely divide into several different age groups segments, and then produce different products suitable for the tastes of each age group.

2. Consumers with different incomes

The price of Master Kong tea drinks in the market is about three yuan, and the product category is relatively single. If people's incomes are divided into low, medium and high, and then low, medium and high-end products are produced accordingly, then the market will be expanded invisibly.

3. Consumers in different regions

People’s consumption habits are often affected by region. For example, people in Beijing like to drink scented tea, people in Anhui like to drink green tea, etc. Companies can produce regional products based on people's consumption habits.

(4) Product target market strategy:

Based on the natural, healthy, thirst-quenching characteristics of the product itself, and our market segmentation, it can be seen that the production of different products In order to attract more different consumers, form a differentiated market, and at the same time use brand advantages and consumer loyalty to enable the product to continue to maintain its good development momentum. Therefore, we recommend that companies use the market segments we summarized above as the target market for corporate marketing, focusing on markets with high consumption potential.