Zanhuang Jinsi Jujube Advertising Plan

Client name: Zanhuang Jinsi Jujube Co., Ltd.

Brand name: Zanhuang Jinsi Jujube Zao

Advertising agency name: Dolphin Bay Advertising Production Co., Ltd.

Planner: Zhai Jiangru

Planning time: 2009-10-30

Contents

Part 1 Market Analysis................................ ................................................................. .............3

1.1 Background information……………………………………………………………….3

1.2 Target consumer analysis……………………………………………………………….3

1.2.1 Basic situation…… …………………………………………………3

1.2.2 Attitude……………………………………………… …………4

1.2.3 Action situation…………………………………………………………………………4

1.3 Competition situation Analysis……………………………………………………………….4

1.4 Product Analysis………………………………………… ……………………….7

1.4.1 Product Features………………………………………………………………..7

1.4.2 Comparison of product disadvantages………………………………………………………………..9

1.5 Sales analysis………… ………………………………………….9

1.5.1 Regional analysis………………………………………… …………..10

1.5.2 Competitors’ sales situation…………………………………………..10

Chapter Part 2 Corporate Goals………………………………………………………………10

Part 3 Corporate market strategy………………………………………………………………..10

3.1 Marketing objectives…………………… …………………………………………11

3.2 Product positioning………………………………………………………………11

3.3 Packaging strategy………………………………………………………………11

3.4 Retail point strategy…………………… ………………………………………………11

Part 4 Advertising Strategy………………………………………………………………. .12

4.1 Advertising objectives………………………………………………………………12

4.2 Advertising positioning………… ……………………………………………12

4.3 Advertising performance strategies and advertising slogans………………………………………… 12

4.4 Advertising Creative Strategy……………………………………………………12

Part 5 Budget Allocation………… ………………………………………………..12

Foreword

To make the industry of Zanhuang Golden Jujube stronger and bigger Zanhuang County plans that by 2010, the county's jujube base area will reach 700,000 acres, the jujube output will reach 112 million kilograms, the annual processing capacity will reach 56 million kilograms, 2 powerful leading enterprises will be built, and 5-6 will be developed. A key product with strong market competitiveness, the total output value of the jujube industry has reached 540 million yuan, and the per capita income has increased by 1,120 yuan. It has increased sales, increased market share, and built a relatively developed, fully functional, and closely connected jujube industry chain. Build Zanhuang County into a nationally and world-famous “Golden Jujube Capital”.

Part 1 Market Analysis

1.1 Background Information

Jujube is not a necessity for people, it belongs to the fruit market. At present, the jujube market is not very active, because people have not yet realized the special effects of jujube on health. Consumers only buy it when they think of it, and they don’t buy it when they can’t think of it, let alone regard jujube as a health product. Green food is specially purchased for use or as gifts, so the jujube market has great prospects.

1.2 Target consumer analysis

Mainly evaluate all relevant information of all consumers (existing and potential) related to Golden Jujube.

1.2.1 Basic information

Zanhuang Golden Jujube can be eaten by men, women, old and young, and is a green and healthy food. This time the advertiser recommends Dezanhuang Golden Jujube, which is mainly divided into four series: elderly series, middle-aged men series, women's series, and children's series. Covering all levels of society. Anyone can afford it and anyone can eat it.

Therefore, the target consumers are broad and the market prospect is very promising.

1.2.2 Attitudes

Most consumers have heard of and eaten jujubes, but few people care about the variety they eat and where they are produced. What is the difference between breed and breed? The average consumer is still at the lowest level of consumption and only enjoys the taste of jujube without understanding its essence. Therefore, the health concept of jujube has not yet been formed, and consumers have not yet realized the health effects of jujube, so this product has not been promoted to the level of health gifts.

In response to this situation, the first task of this advertisement is to vigorously promote the health effects of jujube and lead consumers’ health concepts, that is, first let consumers understand that jujube is beneficial to the body. It is a health food. Secondly, vigorously publicize the special health effects of Zanhuang Golden Jujube to make consumers realize that buying this product is a great value for money. The ultimate goal is to open up the gift market and make Zanhuang Golden Jujube a new year’s gift. Fashionable and healthy gifts for the holidays, rather than just selling original products.

1.2.3 Action status

Currently, there are no established advertisements for jujube. People’s understanding of jujube is only based on its bright color or sweet taste. There is no distinction between brands.

Consumers do not buy jujubes very frequently, and they mainly buy raw products. Therefore, the sales volume and economic benefits of jujubes are not very optimistic.

1.3 Competitive situation analysis

Mainly analyze the differences between Cangzhou jujube and Zanhuang Jinsi jujube.

① First analyze the difference between the two products:

Cangzhou Golden Silk Jujube Break open the semi-dried jujube and you can clearly see that it is composed of pectin and sugar The strands of golden threads are stuck between the flesh of the fruit, stretching 1-2 inches continuously, shining in the sun, hence the name of the golden jujube. Jujubes are generally oval or oval in shape, with an average weight of 5-7 grams. It has a small core and thin skin, plump flesh, and fine texture. Fresh dates are bright red, crisp, sweet and slightly sour. Dried dates have dark red skin, thin and tough flesh, and shallow wrinkles, which are convenient for storage and transportation. Leling jujube has rich nutritional value and medicinal value, which can nourish the body and assist in the treatment of spleen and stomach weakness, indigestion, lung deficiency cough, anemia and other diseases.

Zanhuang Golden Jujube is a type that can be eaten fresh or dried for processing. The fruit shape is oblong to nearly round. There are 40-70 fresh dates per kilogram. The maximum length of a single fruit is 3.7cm and the weight is 68 grams. It is known as "seven to a foot, ten to a pound". The fruits are neat, dark red and bright in color, crispy in texture, sweet and sour in taste. , contains 26.7-29.85% soluble solids, 0.25% acid, and a variety of amino acids necessary for the human body. It contains Vc383.63-579mg/100g, ranking first among all fruits. The caloric value of 100 grams of fresh dates is 103 kcal, which can The food rate is more than 95%, and the meat thickness is 0.7-1.5mm. The dried dates are 600-100 per kilogram. The sugar content after drying is 58.7-62.57%. The caloric value of 100 grams of dried dates is 309 kcal. The fruit shape is plump and elastic. , the color is purple and bright, and you can pull it open with your hands to pull out the jujube silk that is as long as a ruler, so it is known as the "golden silk jujube". In addition to having good properties for drying and eating fresh, Zanhuang jujube can be processed into candied dates, donkey-hide gelatin red dates, and candied fruits. The color is milky yellow to amber, crystal clear, translucent or transparent, with rich jujube flavor and rich nutrition. Extremely high quality. In addition to being rich in sugar and V, Zanhuang jujube also contains phosphorus, calcium, iron and other mineral nutrients as well as cyclic adenosine monophosphate and cyclic guanosine monophosphate, which have certain effects on middle-aged and elderly people in preventing vascular sclerosis, removing blood stasis and activating blood circulation. It is a pure natural green health-care fruit.

In order to make it more clear, a table is specially made. The specific comparison is as follows;

Comparison between golden jujube and golden jujube

Fruit-shaped fruit Color, weight, length of jujube silk, medicinal effects

Oval and oval shape, bright red 5-7 grams 1-2 inches, nourishes the body and assists in the treatment of weak spleen and stomach, indigestion, lung deficiency, cough, anemia and other diseases

Oblong to almost round, deep red and bright, 68 grams long. Contains phosphorus, calcium, iron and other mineral nutrients, which can prevent vascular sclerosis, remove blood stasis and activate blood circulation

② Secondly, analyze the golden jujube from the perspective of sales Advantages and Disadvantages:

Advantages of Golden Jujube in Sales:

1. Red dates are traded in a concentrated manner, resulting in economies of scale.

2.[ Taking jujube product management as the leading industry, red dates, candied dates, black jujubes, drunken jujubes, crisp jujubes, fresh jujubes, seedless red dates, seedless candied dates, jujube tea, jujube jam, jujube juice We have everything you need, and our products continue to develop towards deep processing and serialization. A series of jujube processing industries have been formed.

3. Pay attention to publicity. Jinsi Xiaozao once held a Golden Jujube Festival. Meng Tingwei once appeared at the Golden Jujube Festival. The picture is as follows, using the celebrity effect to increase product visibility.

Disadvantages of golden jujubes:

1. There is no clear classification of products. Different groups of people should eat different jujubes, but there is no clear distinction between golden jujubes.

2. Golden jujube is currently selling raw materials and has not yet formed a finished product market.

③ Analyze the characteristics of golden jujubes from the perspective of packaging:

Golden jujubes are made into a variety of finished products, including golden jujube juice and boxed golden jujubes. Bags of golden jujubes, etc. Competitors' packaging is mainly green and relatively simple, not flashy.

The packaging style of Zanhuang Golden Jujube is very gorgeous, which can attract people's attention and feels very high-end. Just like the name of Zanhuang County, it has a royal and aristocratic aura.

1.4 Product Analysis

1.4.1 Product Features

Zanhuang Golden Jujube is a famous, rare and high-quality fruit. It is large, with 40-70 fresh dates/kg, the largest fresh fruit is 68g, dried dates are 60-100/kg, and the largest dried fruit is 27g. It is neat, with small core, thick flesh, beautiful fruit and good taste, so it is very popular among customers. Due to its high quality, it has been presented to the royal family as tribute many times and is a traditional local product of Hebei Province. In 1956, Zanhuang Golden Jujube was rated as the "Crown Jujube" in China at the National Changsha Jujube Evaluation Conference. In 1986, it was sold in Hebei Province. Ranked first in the provincial jujube evaluation and awarded the "Quality Fruit" certificate. In 1994, it won the gold medal at the first National Forestry Famous, Special and Excellent New Products Expo. In 1997, it won the famous brand product at the third China Agricultural Expo and the first Hebei Province Agricultural Expo. The famous brand product won the gold medal at the '99 Kunming World Expo in 1999 and was recognized as a famous brand product by the 1999 China International Agricultural Expo. In 2000, it was awarded the gold medal at the National Red Date Fair in Leling, Shandong.

The jujube fruit is as big as an egg, purple and shiny. Fresh jujube contains 30.3% sugar and 0.25% acid. It contains a variety of amino acids necessary for the human body, including Vc383.63-579mg/100g, Vp As high as 3000mg/100g, ranking first among all fruits, it is known as a natural "vitamin pill". Dried dates contain 60% sugar. The dried and fresh fruits are also rich in mineral nutrients such as calcium, phosphorus, iron, potassium, sodium, magnesium, and selenium. They also contain cyclic adenosine monophosphate and flavonoids, which can enhance the body's immune function and anti-cancer ability. The calorific value of 100 grams of fresh dates is 103 kcal, and the calorific value of 100 grams of dried dates is 309 kcal. Jujubes can be used as food substitutes. They are fruit in good years and food in disaster years, so there are "woody grains" and "iron stalk crops". called.

Zanhuang Golden Silk Jujube is a variety that can be used for fresh eating, drying and processing. After peeling the fresh jujube, you can see that the meat is thick and dense, and the texture is as bright as ice and snow. Take a bite and it tastes sweet and somewhat Crisp and sweet with a slight sour taste, it is as delicious as cool. After drying, the fruit has a plump shape, thick and elastic flesh, and a rich and sweet taste. The long honey strands can be connected continuously when you open a ruler, and it is known as "golden honey". Zanhuang golden jujubes can be made into various flavors of drunken jujubes, candied jujubes, crisp jujubes, smoked jujubes, jujube preserved, jujube tonic crystals, jujube juice, jujube wine, jujube vinegar, jujube paste, jujube cake, jujube rice dumplings and more. Pastry fillings. Because the Zanhuang Golden Silk Jujube fruit has a correct shape and size, and the jujube fruit absorbs a large amount of sugar, the candied dates are amber in color and crystal clear. It is the best variety for processing candied dates. Candied dates (mainly ordinary candied dates and Cantonese-style candied dates) Candied dates) and jujube nourishing crystals are two bulk processed products of Zanhuang Jinsi jujube.

Zanhuang Golden Silk Jujube is extremely adaptable and is the only natural triploid found among jujube varieties so far. It is an evolutionary type. According to the measurement by Professor Wen Zhiliang of Hebei Agricultural University, compared with the triploid Zanhuang Jinsi jujube and Jinsi Xiaozao, the transpiration rate of both jujube leaves and leaf backs is lower than that of Jinsi Xiaozao, indicating that its transpiration rate is lower than that of Jinsi jujube. Jujubes use water more economically. Therefore, it is more suitable for cultivation in arid areas with little rainfall. According to the introduction information, Zanhuang golden jujube can be cultivated in plains, mountains, sandy lands, and plateaus between 76°-124° east latitude and 23°-42° north latitude. The vertical distribution varies due to different latitudes. In North China and Northwest China, the distribution can be between 50 and 1,200 meters above sea level, and up to 1,500 meters in some areas. At present, Zanhuang golden jujube has been introduced to more than 20 countries across the country, including Xinjiang, Gansu, Ningxia, Shanxi, Henan, Yunnan, Shaanxi, Guangxi, Inner Mongolia, Hubei, Hunan, Sichuan, Shandong, Jilin, Liaoning, Beijing, Tianjin, and Shanghai. provinces, cities, autonomous regions and municipalities directly under the Central Government, and the output and quality have been good, and have been well received by people everywhere. After the introduction in Xinjiang, it performed very well and was named "Zanxin Jujube". In Xinjiang, Shaanxi, Shanxi, Liaoning and other provinces, cities and autonomous regions, Zanhuang Jinsi Jujube has become their first choice for the development of jujube trees. Some seedlings are also exported abroad.

1.4.2 Comparison of product advantages and disadvantages

Advantages: ① Zanhuang Golden Jujube is a product for both fresh consumption and dried processing. The fruit shape is oblong to nearly round. .

② There are 40-70 fresh dates per kilogram. The maximum length of a single fruit is 3.7cm and the weight is 68 grams. It is known as "seven to a foot and ten to a catty". The fruits are neat and bright red in color. , the meat is crispy, sweet and sour, contains 26.7-29.85% soluble solids, 0.25% acid, contains a variety of amino acids necessary for the human body, and contains Vc383.63-579mg/100g, ranking first among all fruits, 100g fresh The caloric value of dates is 103 kcal, the edible rate is over 95%, and the meat thickness is 0.7-1.5mm. Dried dates are 600-100 per kilogram, and the sugar content after drying is 58.7-62.57%. The caloric value of 100 grams of dried dates is 309 kcal. Ka, the fruit is plump in shape, elastic, and bright purple in color. It can be pulled open by hand to pull out a ruler-long jujube silk, so it is known as the "golden silk jujube". In addition to having good properties for drying and eating fresh, Zanhuang jujube can be processed into candied dates, donkey-hide gelatin red dates, and candied fruits. The color is milky yellow to amber, crystal clear, translucent or transparent, with rich jujube flavor and rich nutrition. Extremely high quality.

③ In addition to being rich in sugar and V, Zanhuang jujube also contains mineral nutrients such as phosphorus, calcium, and iron, as well as cyclic adenosine monophosphate and cyclic guanosine monophosphate, which are useful for middle-aged and elderly people to prevent vascular sclerosis and It has certain effects in removing blood stasis and activating blood circulation.

It is a pure natural green health-care fruit.

④ Zanhuang Zhangshiyan is a national tourist attraction with beautiful scenery and an endless stream of tourists every year. Therefore, Zhangshiyan can be used as a scenic spot to enhance the promotion of Zanhuang Golden Jujube, for example, in Open picking gardens and build specialty stores on the mountain

Disadvantages: ① Insufficient publicity, low visibility, and low market share.

② It is still selling raw materials and has not carried out appropriate deep processing, so the profit is relatively small.

③ There is no established processing industry chain, just loose sales, which cannot be achieved in scale.

1.5 Sales Analysis

Sales are an important part of marketing. A thorough understanding of the sales status of similar products will provide an important basis for advertising and promotion work. The sales status includes the following:

1.5.1 Regional analysis

Zanhuang Golden Jujube is sold all over the country, but the main markets are still in Hebei, Beijing, Tianjin and other places. Sales locations include major supermarket selling points, fruit markets, and local product markets.

1.5.2 Sales status of competitors

The main competitors are Cangzhou Jinsi Jujube. The current sales strategy of Cangzhou Jinsi Xiaozao is to increase publicity, increase the market share of the product, and promote the famous brand.

Therefore, the most advantageous sales plan for Zanhuang Golden Jujube is to increase publicity through online advertising, because the network coverage area is not only the Beijing-Tianjin-Hebei region, but the whole country and even the world, and through the Internet Sales are much less expensive than TV advertising. Therefore, the promotion channel is online advertising. The key areas are still locked in the Beijing-Tianjin-Hebei region. Of course, it is not just the Beijing-Tianjin-Hebei region. Trade activities can be carried out in Henan, Shanxi, Hubei and other places.

Part 2 Enterprise Goals

The overall goals are as follows:

To strengthen and expand the Zanhuang golden jujube industry, Zanhuang County plans to In 2010, the county's jujube base area reached 700,000 acres, its jujube output reached 112 million kilograms, and its annual processing capacity reached 56 million kilograms. It has established two powerful leading enterprises and developed 5-6 competitive market players. Products, the total output value of the jujube industry reached 540 million yuan, the per capita income increased by 1,120 yuan, increased sales, increased market share, and built a relatively developed, fully functional, and closely connected jujube industry chain. Build Zanhuang County into a nationally and world-famous "Golden Jujube Capital".

The specific goals are as follows:

Improve the preservation technology and extend the freshness time of jujubes, because red jujubes are twice as expensive as green jujubes, and the price after being made into dried fruits is even higher.

Expand production and allow the company to shift its production from selling the most basic raw materials to selling finished products. Add candied dates. The production of jujube nourishing crystals and morning juice forms a complete production chain.

Steps to achieve the goal:

The first is to publicize golden jujube and let more people understand its characteristics.

The second is to enhance the attraction to customers, including customer recognition rate, trust, preference, etc.

The third is that advertising ultimately promotes customers’ purchasing behavior and increases corporate sales, market share, etc.

Part 3 Corporate Market Strategy

3.1 Marketing Objectives

Increase product visibility and market share by increasing publicity. But how to increase publicity? I think the appeal of advertising is mainly emotional appeal, supplemented by factual appeal. To lead consumption, consumers must understand the relationship between health and golden jujubes. Coupled with the factor of emotional appeal, it will definitely increase product visibility and arouse consumers' desire to buy.

3.2 Product Positioning

In addition to being rich in sugar and V, Zanhuang Golden Jujube also contains mineral nutrients such as phosphorus, calcium, and iron, as well as cyclic adenosine monophosphate and cyclic phosphoric acid. Wuguin has certain effects on preventing vascular sclerosis, removing blood stasis and activating blood circulation in middle-aged and elderly people. It is a pure natural green health-care fruit. In addition, Zanhuang Golden Silk Jujube belongs to the category of dried fruit food after being made into candied dates, it belongs to the health drink category after being made into jujube nourishing crystals, and it belongs to the fruit juice category after being made into jujube juice.

3.3 Packaging Strategy

Since target consumers are divided into four categories, product packaging should have four different styles.

Series for the elderly: Mainly in red (sunset red feeling), there is a pattern of an ancient old man doing morning exercises in a white Tai Chi suit. The background is a jujube tree full of big red dates, and the words " Health is mine."

Middle-aged men’s series: mainly in gold tones (looks more noble and elegant), with a man in a suit on the top, next to a bright golden jujube, with the words "I am strong".

Women's series: The main tone is orange (more warm and harmonious), with a picture of a fashionable and beautiful woman carrying a gorgeous jujube gift box with the words "Beauty is mine".

Children’s series: mainly bright green (green represents hope and vitality), with a cute child star looking up at the bright red dates, with the words "The future is mine".

3.4 Retail point strategy

①Major shopping malls. Such as Hualian, Wal-Mart, Jingkelong, etc.

②Small supermarkets in counties and cities. Such as Huangbei Supermarket, Wanlifu Supermarket, etc.

③ The local specialty markets in various counties and cities must cooperate with the cultural aspect when selling local specialties in the market, and show the thousand-year civilization of Zanhuang County.

④ You can also make use of the promotional role of Zhangshiyan, a tourist attraction in Zanhuang County. You can open a free-picking garden on the mountain, focusing on Zanhuang golden jujubes. In addition, open a Zanhuang specialty store on the mountain. The store will sell some Zanhuang unique products. Generally, tourists will bring some of the local specialties when traveling. Memorial or gift to someone. Therefore, we should use this to strengthen publicity and create a cultural atmosphere, so that customers feel that the product is worth their money and a great value. Moreover, through the publicity of tourists, Zanhuang Golden Jujube can be spread out of the county and flourish.

Part 4 Advertising Strategy

4.1 Advertising Objectives

The successful brand positioning and communication of Zanhuang Golden Jujube has given this company, with a history of nearly a thousand years, Products with strong Yanzhao characteristics have brought huge benefits: in 2010, the sales of Zanhuang golden jujubes increased three times compared with the same period this year, soaring from more than 100 million yuan in 2009 to 540 million yuan, and with Xunlei Unable to hide its momentum, it rushed out of Hebei Province. The company continued to expand its production capacity and continued to grow rapidly in the next few years. In 2015, sales exceeded the 1 billion yuan mark.

4.2 Advertising positioning

Market positioning: The target market is major shopping malls, supermarkets and retail points. Creating healthy fruits, but after being made into candied dates, nourishing crystals, dried dates, date juice, etc., they become healthy foods, which are not limited to fruits. Therefore, the market for Zanhuang Golden Jujube is not just the fruit market. It can be sold in all major shopping malls, supermarkets and specialty stores.

Advertising audience positioning: mainly friends from major Internet users. Because the marketing plan adopted is online marketing, netizen friends have become the first advertising audience, and they are a large and influential audience. Through the publicity of netizens, Zanhuang Golden Jujube will become more and more popular, become bigger and bigger, and its market share will continue to increase.

4.3 Advertising performance strategy and advertising slogan

Advertising performance strategy: focus on emotional appeals, green tones, highlighting the relationship between health and jujube, and should be accompanied by gorgeous The color tone shows a different style from Cangzhou Golden Silk Xiaozao, which must appear more majestic and aristocratic.

Advertising slogan: Jujube comes to health, let’s come together.

4.4 Advertising creative planning

The overall concept is an old man doing morning exercises under a jujube tree. The environment is beautiful and dewdrops can be seen. Then the son and daughter-in-law walked slowly, and the little grandson ran over, holding a box of golden jujubes in his hand, and said, "Grandpa, jujubes..." Then the family went home happily, leaving only The back figure in the morning light. . .

Part 5 Advertising Budget

Use the sales unit method to budget for advertising.

Advertising expenses = planned product sales volume for this year × advertising expenses per unit product

= planned product sales volume for this year × advertising expenses for the previous year / product sales volume for the previous year

=800 (10,000 yuan)

Note: The planned sales volume in 2009 is 80 million kilograms

The advertising fee for unit advertising is 0.1 yuan