Case Study on Integrated Marketing Planning of Rare Treasure Mineral Water
Case:
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 "Gegeshui". 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.
Market research and analysis
1. Market background
(1) The competition in the beverage market is fierce.
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.
(2) Various brands
The water content of 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.
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.
(4) Mineral water has a good prospect and great potential.
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.
2. Competitor status
First Army: Robust, Wahaha and Master Kong, they 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.
First Master Kong 30.64%
The second place is steady 28.56%
Third place Wahaha 15.74%
Characteristics; 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.
Robust and Wahaha successively set up branches in Hubei, implementing localization strategy, reducing costs and strengthening competitiveness.
3. Consumer situation
Consumers have formed the habit of buying drinking water, with frequent buyers accounting for 48.89%, occasional buyers accounting for 48. 15%, and only 2.96% never buy it. The age structure is obviously lighter.
Characteristics of consumption behavior: Emphasis on brand and taste, vague concept of mineral water and pure 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.
4. Market potential
Wuhan is one of the four "stoves", and the sales of beverage water are huge. Wu Hanyou has 7.5 million people. People who often buy drink 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.
5. Market performance of rare treasures
The 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%.
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.
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.
Price is high. In the case that consumers do not know that it is good water, the price is not competitive.
The distribution is very bad and it is not convenient to buy.
The packaging design is poor, and the bottle sticker looks old, tasteless and tasteless.
Have a brand survival foundation. Rare treasures have been sold in Wuhan for three years by interpersonal relationships, maintaining the foundation of brand survival.
Business analysis
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 an annual production capacity of 20,000 tons. 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:
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.
2. The personnel layout is unbalanced. Do more management and less business; There are many idle people and few officers.
3. Lack of marketing talents. 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.
4. 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?
5, 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.
6. 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.
7. 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.
8. 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?
9. The external competitive environment is harsh. The beverage and water industry is one of the most competitive industries in the market, and the strongest competitor that mineral water faces-pure water is very strong. With the help of big brands and strong financial support, under the guidance of correct market strategy, they occupy the leading position of drinks and water at low cost. It is not easy for anyone to open the mineral water market.
strategic planning
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.
2. 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.
3. Strategic deployment: take Wuhan as the base camp, Beijing as the key market in the north, take the lead in breaking through, stabilize the position and go to the whole country.
4. Brand image positioning: healthy, energetic and noble in taste!
5. Product function positioning: Se-enriched, protecting eyesight.
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.
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.
6. Three levels of core products: first, quenching thirst; Second, improve vision; Third, provide various trace elements needed by the human body.
7. Positioning of consumption into groups: young people are the mainstay, and primary and secondary school students are the breakthrough.
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.
For the communication of various consumer groups, it is necessary to have primary and secondary steps, and the student group is the focus, so we should take the lead in breaking through.
market strategy
1) marketing concept
1. Brand concept: sell water and health while giving you good eyesight.
2. Brand foundation: it not only meets the 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.
3. 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.
The first stage: aboveground circulation 16 years, clean water, rich in selenium and containing many trace elements;
The second level: ten kilometers below the mountain, spewing out halfway up the mountain;
The third stage: beyond the general mineral water, the contents of various elements, especially selenium, strontium and low sodium heavy calcium carbonate, reach the standard;
4. 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.
marketing mix
A. products
1. Replace the old bottle with a new bottle: change the bottle sticker. Rare treasures are products listed in Wuhan for three years. You don't have to change the name or the water, but the old image must be changed. The original bottle gives people the impression that it is outdated, low-grade, 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.
Design idea: First of all, we should design a high-taste Logo, which is the core of VI system, and other elements should be matched with it to show the brand. Recombine product description and express product characteristics.
2. 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.
B. Price policy
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.
C. Advertising and promotion strategies
1. advertising creative strategy principle: rational appeal is the main one, supplemented by emotional appeal.
2. Advertising target: primary and secondary school students.
3. Advertising performance strategy: the star is famous. Borrowing stars should be new, accurate and clever.
The first thing to open the market is product awareness, 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.
The key to finding a new star is a 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".
4. Advertising principle: mainly hard advertising, supplemented by soft advertising; 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 TV advertisements should make the rare treasure 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.
5. Promotion strategy principle: 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.
D. Channel planning
1. Principal-agent system: Wuhan should combine wholesale and direct sales;
Give priority to the distribution of goods to tourist attractions, schools, stadiums, street shops, cheap supermarkets and large shopping malls;
Small wholesale stalls, on the condition of posting rare treasures posters, give 3-5 bottles of rare treasures at the beginning to set off the atmosphere and attract purchases.
2. Channel strategy:
(1) Sell rare treasures and send 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.
② 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.
③ Accumulated points reward wholesalers. Establish several boundaries for wholesalers, and each boundary has corresponding rewards.
(4) Building community direct selling stations to cover the whole Wuhan market.
E. Event marketing
1. Activity purpose: to shape brand image, expand popularity and improve reputation.
2. Creative principles of activities: innovation, two-way communication, participation in interaction, grasping the pulse of the times, creating or triggering social hotspots, and guiding consumer fashion.
F. Public relations and image activities
1. Activity purpose: to cultivate consumers' brand preference and eliminate bad interference factors.
2. Activity principle: If you don't do it easily, you will do it successfully. Dredge relationships, connect feelings, and use the strength of all parties to directly or indirectly serve products to expand the market.
advertising creative
Rare treasures children's songs:
Advertising target: primary and secondary school students
Advertising Appeal: Improving Vision
Appeal support point: Rare treasures contain more selenium.
Advertising slogan: Always drink rare treasures, and your eyesight will be better.
Advertising creative content:
Take a combination of life clips 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."
Theme activities
1. "Vision Year" treasure hunt
Event marketing with the help of "99 China Vision Year".
According to the survey of health department, the incidence of myopia in middle school students is 64% and that in primary school students is 46%. The most remarkable function of rare mineral water is to prevent myopia and improve eyesight.
Guests: Anyone 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.
Purpose of the activity: to quickly enhance popularity, strengthen the scarcity of product resources, and enhance the high value of rare treasures.
This activity is an unprecedented sensation, with more than 1000 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.
2. Buy people's hearts with "environmental protection"
The activity is called "Buy empty bottles at a high price 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.
Purpose of the activity: to enhance the reputation of rare treasures and establish a lofty image dedicated to human health and environmental protection.
After the activity began, there were 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.
3. Solve puzzles with ecology
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 carried out. 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.
Activity content: On March 9. 10, consumers can participate in the monthly lucky draw by sending five rare mineral water bottles to Rare Treasure Company, and the winners will go to Enshi to look for them.
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