Campus promotion plan book
At present, China is vigorously promoting school milk, advocating the whole people to drink milk, which is no less imposing than Showa's "order to persuade milk". The milk source is superior, and Mengniu enterprise from the vast Mongolian grassland stands out among many competitors. With the emotional appeal of "Raise your right hand and cheer for China Aerospace", it has entered people's daily life more directly and comprehensively through different image expressions of the old and the young, established a distinct brand impression of "healthy milk", won a group of loyal brand consumers, and occupied a considerable position in China dairy market. With the constant change of the present situation, faced with the homogenization of products and the differentiation of consumer demand, we explored the overall market situation of Mengniu liquid milk products, and found that the college students' milk market is a market with great development potential and must win the hearts of college students. I. Introduction of enterprises and products
Mengniu Group is located in Hohhot and Linger Lesheng Economic Park, with total assets of nearly 4 billion yuan and more than10,000 employees. The first and second phases of the project cover an area of 550,000 square meters, with a building area of 6,543,804 square meters and a green area of 654.38+065.438+00,000 square meters. With its unique advantages and management methods, Mengniu quickly won many awards, such as "Special Dairy Products for Astronauts in China" and "Special Products for Athletes in the Training Bureau of the State Sports General Administration", and became a company listed overseas in Chinese mainland dairy enterprises. And behind every honor, Mengniu's integrity is reflected, an honest Mengniu! Integrity wins consumers, and the key to dairy industry is product quality. Mengniu pursues the quality concept of "product equals quality" and pursues the quality goal of "factory qualified rate 100%". In terms of quality management, Mengniu creatively adopted two measures, which can be summarized as "one clean and one thick". Therefore, Mengniu took the lead in building a "milk truck sauna workshop" in China. Mengniu Dairy Group is well-organized between the party and the masses and actively carries out its work, which has effectively promoted the company's rapid, sustained and healthy development.
Real fruit granules are made from fresh milk. In the production process, milk freshness, microorganisms and other safety indicators were 100% tested. The product adopts high-temperature instant sterilization technology, which to a certain extent retains nutrients such as minerals, protein and lactose in milk, making the product more nutritious, healthier and smoother in taste. The fruit in Zhenguo granules contains a lot of vitamins, dietary fiber and minerals such as calcium, phosphorus and potassium, and has low calories. Dietary fiber plays a positive role in promoting intestinal peristalsis and improving human digestive system. A pack of real fruit granules at any time and place, with double nutrition, allows beauty to be released naturally from the inside out, and wonderful taste enjoyment can bring a good mood all day!
Second, the marketing environment analysis
(A) Macro marketing environment (PEST analysis)
1, economic factors (economic factors)
In China dairy products market, fierce market competition makes manufacturers compete for consumers by reducing prices and promoting products, which makes the price of dairy products drop and consumers' consumption enthusiasm increase. With the continuous development of economy and the steady growth of national income, more and more people begin to pursue more nutritious meals. It can be said that the demand for dairy products in China will continue to expand.
2. Social and cultural factors.
The establishment of social credit system has played a positive role in the transaction safety of dairy products. Moreover, the successful promotion of Mengniu brand in China has improved young consumers' concern about health and nutrition, and changed the consumption habits of China consumers drinking dairy products.
However, in recent years, some unqualified dairy products whose quality, hygiene and safety are not guaranteed have been put on the market, and even fake milk has appeared, which makes some consumers fear dairy products and lose confidence in milk consumption. As a well-known brand in China, it has the advantage of word of mouth at this time, which is a good opportunity to increase market share and win more consumers' trust through certain publicity means.
3. Technical factors.
* * On May 25th, 2008, the second phase of Mengniu Tongzhou Factory was officially started in Beijing Tongzhou Food Industrial Park. This factory is the production base of low-temperature milk in Asia at present. Mengniu will aggressively enter the yogurt and low-temperature milk market in China, which started late. Yang Wenjun, president of Mengniu Dairy, said that Mengniu will make full use of Beijing's talent and scientific research advantages, focus on this Asian low-temperature milk production base, and take further scientific and technological development as a breakthrough to consolidate Mengniu's position in the yogurt and functional dairy market.
Micro-beverage market
1, product analysis
(A) the analysis of Mengniu real fruit granules
Mengniu Zhenguo Granule is a fruit milk beverage specially designed for young fashionable women. As the world's first normal-temperature milk beverage containing chewable fruit particles, it has the advantages of fresh taste, rich nutrition and smooth taste, making women healthier, younger, more beautiful and more energetic.
Product features:
(1) Real fruit and mellow milk have balanced nutrition.
(2) Fashionable product appearance
(3) It tastes delicious and makes people feel youthful.
(4) Perfect match, while drinking milk, you are also eating fruit.
(B) competitor analysis
Yili "Fruit Yogurt" is rich in various natural vitamins and dietary fiber, which provides intimate nutrition for the body and makes people healthy internally, beautiful externally and full of vitality. Yili's new product "Fruit Yogurt" is super fruit blueberry flavor. The yogurt fermented by lactic acid bacteria is added with specially selected super fruit, which is rich in a variety of natural vitamins and dietary fiber, so that consumers can enjoy the delicious food brought by super fruit, provide the most intimate nutrition for the body, help the human body to strengthen the absorption of protein and calcium, adjust the gastrointestinal balance, and make the human body relax and bloom naturally.
2. Consumer analysis
(1) consumer psychological analysis
1) brand factor
At present, consumers' values on commodities have changed. They not only pay attention to the use value and exchange value of goods, but also pay more attention to the psychological enjoyment and spiritual satisfaction of buying goods. They will buy a commodity for personal satisfaction and spiritual pleasure. With the deepening of advertising behavior and the influence of other factors, many consumers have a high degree of loyalty to certain brands in the consumption of certain products (these brands often occupy a high market share), and they often disdain other similar non-commodities
In order to understand college students' choice of milk brands, we made a survey. When asked about their choice of milk brands, the results are as follows:
As we all know, Mengniu and Yili are the most famous milk brands in China. It can also be seen from the survey results that the proportion of these two brands in consumer choice reaches 76%, which shows that brand factors have a great influence on consumer choice. Mengniu is one of the famous brands of milk in China, which can meet consumers' demand for brands to some extent.
2) Other factors
According to the data, other factors such as price and taste can also arouse the enthusiasm of some consumers. Mengniu real fruit granules have a variety of flavors for consumers to choose from, taking the fashion route, which basically caters to consumers' needs for packaging and taste. Mainly promoted in the mid-range market, so the price is slightly higher than that of ordinary dairy products. Therefore, when doing brand promotion, we should appropriately reduce its sales price and highlight its advantages in brand, packaging and taste.
(2) Consumer preference
Consumer preference refers to consumers' preference for certain kinds of similar products and services.
Even if consumers are faced with the same brand of milk, they may choose different varieties or flavors of milk.
(3) Consumer demand
The process of brand marketing is to find the brand demand of the market (consumers) and meet this demand by creating brand value. In order to meet the functional needs, marketing emphasizes the creation of products and values, while brand marketing emphasizes the creation of brand values to meet the identification (symbolic) needs and emotional needs.
1) functional requirements
Milk is rich in high nutritional value, which can supplement the necessary calcium for consumers, and various minerals such as phosphorus, potassium and magnesium are reasonably matched, while the fruit in real fruit granules contains a lot of vitamins, dietary fiber and minerals such as calcium, phosphorus and potassium, and has low calories. Dietary fiber plays a positive role in promoting intestinal peristalsis and improving human digestive system. Therefore, the "milk fruit" Mengniu fruit greatly meets the needs of consumers.
2) Emotional needs
Consumers buy brands with emotional support, not pure products, hoping to get emotional comfort while using products. Consumers will have different moods when choosing different tastes. Mengniu real fruit tastes different, which just meets the emotional needs of consumers.
3) Factors affecting consumers' buying behavior
external factor
I. Geographical factors
The university town is far from the urban area, and consumers can only buy milk in supermarkets and shops in the university town, so the consumer market is relatively concentrated.
B, the price factor
Through investigation, we found that the price of Mengniu Zhenguo Granules has a certain advantage over Yili yogurt. The current price of Mengniu Zhenguo Granules in University Town is 3 per box. 2 yuan, and the price of Yili yogurt is 4 per box. 2 yuan. The prices of brands such as Mengniu are also extremely similar or lower. This makes Mengniu at least not at a disadvantage in price competition with other brands.
(2) Internal factors
First, physiological factors
The rich nutritional value and fashionable packaging of real fruit granules meet the needs of consumers. So at a reasonable price, consumers are willing to buy our products.
B, psychological factors
College students' thoughts and behaviors are becoming more and more mature, and whether a purchase behavior is necessary can be measured. Although it is not excluded that some consumers improvise when buying, on the whole, consumers have considered it when buying goods. It is necessary to deepen the impression of Mengniu brand in students' minds, and let Mengniu Zhenguo Granules occupy a certain position in their thinking before buying goods.
Third, SWOT analysis
Advantages:
1, Mengniu Group takes health products as the guidance and consumer health as the consistent goal. There are a considerable number of loyal consumers in the country, and the brand is well-known in the market, which provides a good foundation for the promotion of Mengniu Zhenguo Granules in the university town. Mengniu won many honors, which made Mengniu's brand advantage more obvious.
2. The original characteristics of the product "fruit+milk" with high nutritional value determine that it has more competitive advantages than other non-dairy soft drinks in the situation of increasingly pursuing healthy nutrition in the beverage market;
3. Mengniu Zhenguo Granule has a variety of taste choices, providing consumers with another feast of "tacit combination of fashion and health, perfect satisfaction of delicacy and nutrition".
Disadvantages:
1. As far as the university town market is concerned, the publicity of Mengniu Zhenguo Granules is insufficient. When all kinds of juice drinks and other brands of milk were promoted in various forms in the university town, Mengniu Zhenguo Granules was silent. This kind of low-key does not conform to the proper behavior of a highly competitive market.
2. Many students drink milk in the morning, and the milk that many students buy at this time is the fresh milk that some milk manufacturers send directly to the school cafeteria in the morning, which makes Mengniu real fruit lose a great market share.
Opportunities:
1. With the popularization of nutrition knowledge and the enhancement of health care awareness, more people have developed the habit of drinking milk, and the potential demand for milk has increased.
2. Through extensive and powerful publicity of Mengniu Zhenguo products in the university town, a good brand impression will be established in students' minds to a certain extent.
3. College students are easily influenced by propaganda and trends. As long as an atmosphere can be created, because of the characteristics of "milk+fruit" and its price factor, Mengniu Fruit will have a broad market prospect in the university town.
Threats:
1. According to the survey, Yili is our competitor, occupying 37% of the vast market respectively, making every effort to grab consumer groups and selling limited exhibition space.
2. There are many substitutes. According to the survey and analysis, as many as 27% of the respondents prefer juice drinks and tea drinks, and the market share of carbonated drinks is 32%.
3. Some scattered direct selling businesses of other milk brands run by students or school departments attract students to order milk at lower prices, which has become another factor threatening the promotion of Mengniu Zhenguo Granules.
Many students have high loyalty to a certain milk brand. In the survey, it was found that 35% of the students were loyal to Yili, which was a threatening factor that could not be ignored when we promoted Mengniu Zhenguo Granules.
Fourth, campus promotion planning
The goal of this promotion is to face the market of Wuxi University Town. College students are a relatively stable consumer group at present, and the university town is a huge consumer market with 65438+100000 students. From the number of merchants in various business districts and the frequent commercial sponsorship activities of colleges and universities, we can see that the university town is a stable and growing market with great potential. Major companies have put marketing on university campuses, joining the ranks of nutritional products and dairy products to find their own markets.
(1) Market potential:
Mengniu, as the three major dairy brands in China, is also well-known in the minds of college students. According to the preliminary statistics of our questionnaire survey, about 40% students often drink Mengniu Zhenguo granules, and about 60% students don't. They are our potential market development targets. According to the results of the questionnaire survey, each student drinks about 10 boxes of real fruit every month, so the potential market is about 10 boxes per month.
(2) Campus promotion plan:
Facing the huge potential market, we try our best to promote Mengniu Zhenguo at the lowest cost and occupy a bigger market in the university town.
Activity description:
This activity focuses on the brand promotion of Mengniu Zhenguo Granules, aiming at promoting the brand of Mengniu Zhenguo Granules. Based on the young and energetic product positioning of Mengniu Zhenguo Granules, the products of Mengniu Zhenguo Granules were integrated and promoted through the form of inter-school confrontation. Through this activity, the brand awareness of Uni-President Iced Black Tea will be consolidated and improved, and the affinity of Mengniu brand image will be further established. The Inter-school Exchange Invitational Tournament is regarded as the inheritance and development of the last activity, further expanding the publicity influence.
Mengniu True Fruit: Youth collides with beauty and is moved.
Chapter II Campus Promotion Plan
First, the activity theme campus assembly computer DIY
Second, the purpose of the activity
In view of the fact that freshmen are about to buy computers, students of other grades also need to update their computers, and most students still don't know how to configure computers, our team wants to cooperate sincerely with your company to jointly launch the campus assembly computer promotion plan. Its main purpose is to make students who want to own computers get real benefits, bring practical convenience to students, and make them feel at ease, comfortable and satisfied when buying them. Just like your company just settled in Guiyang, with the strong drive of Luzhou head office, I believe it will definitely take the lead in Guiyang's student market.
Third, the target population.
Mainly freshmen and sophomores, followed by seniors and graduate students.
Fourth, the target institutions.
Three main campuses of Guizhou University
Verb (abbreviation for verb) target product
Mainly to assemble computers, followed by brand machines, notebook computers and other digital products and electronic products.
Sixth, the promotion time.
* * * Year * * Month
Seven. activity
DIY promotion activities of campus assembly computer
Planning purpose: In view of the fact that freshmen are about to buy computers, other grade students also need to update computers, and most students still don't know how to configure computers, our team is willing to cooperate sincerely with your company to jointly carry out the campus assembly computer promotion plan. The main purpose is to make students who want to own computers get tangible benefits, bring practical convenience to students, and make them feel at ease, comfortable and satisfied when buying computers. And establish and enhance your company's good image in the eyes of students and form a virtuous circle of long-term cooperation. Make your company more competitive in similar products in the student market.
Student Market Analysis: According to the investigation report on students' consumption behavior in the notebook market, it is difficult to promote high-end products in the student market and high-end products are competitive in the market. To be a student market, we must understand their ideas, their needs and their culture.
For the campus market, the most important thing is to be close to students, but usually many campus promotion activities with strong commercial flavor are often not as effective as those with insinuation and light commercial flavor.
Student groups have the characteristics of strong interaction, strong curiosity and fast news dissemination, which can be implemented through cooperation: there are two schemes for the time being.
Scheme 1: We stimulate students' enthusiasm for buying through publicity, and then lead the students who want to buy to your company. Your company will reward each computer with a rebate of 200-300 yuan. This is equivalent to the fact that we are only promoting products for your company, which has a little less influence and is easy to discourage buyers' enthusiasm, and it is not really convenient for students.
Scheme 2: We represent your company's products, rely on a shop in the school to sell computer parts, and assemble them into complete machines according to the requirements put forward by students, so that customers can return home with full loads. In this way, guests can wait, which is convenient and affordable, and customers can also participate in it, which can achieve unexpected results. It is easier to have a strong influence among classmates. And through our personal participation, we can communicate directly with our classmates and deepen our influence. We prefer the second way of cooperation.
Publicity plan:
1. Hang a banner on the main road of the school.
Step 2 put up posters
Step 3 distribute leaflets
4. Organize publicity activities
Eight. Activity budget
leave out