On the basis of improving product quality in an all-round way, develop high-grade beer with pure taste and light (mellow) taste; Beautiful packaging, fresh and stable flavor; In line with consumer fashion, attractive. Gradually increase the proportion of domestic beer in the high-end consumer market, guide the development of CC beer in a planned way, drive the microbial monitoring of beer production with strict aseptic operation of CC beer, and improve the level of health management.
On the existing basis, continue to develop different types of beer with different flavor characteristics and different modification processes, so as to make the varieties more diversified and gradually change/10 deg；; - 12 deg； The present situation of light beer is absolutely dominant, meeting the needs of different consumers.
Fourth, brand image strategy.
Advertise vigorously. Invest a lot of advertisements to improve the advertising popularity of CC beer and continue to strengthen its brand position in people's minds.
Verb (abbreviation of verb) marketing strategy (mainly distribution strategy and promotion strategy)
Distribution strategy:
1. Strengthen distribution management and enhance channel competitiveness.
2, strengthen the management of distribution personnel, improve the control of distribution network.
3. Strengthen the management of distribution innovation and improve the core competitiveness of products.
Promotion strategy:
1, XXXX company has a lottery for beer, and the winning rate is as high as 33%, and there is still a chance to get a gift.
The chance of two bottles of beer is 5%. (long-term)
2. Set up regular activities to let more consumers feel the unique charm of CC beer, enhance the brand image, ask consumers to open beer bottles for free, and let consumers experience the advantages of CC beer.
Part III: Advertising planning.
First, the advertising target (similar to the second part)
Second, advertising time.
1, online advertising
Start time: March 20xx 1.
End time: June 20xx 1.
Duration: 3 months
2. Outdoor advertising
Start time: 20xx April 20th.
End time: 20xx year 65438+ 10 month.
Duration: 6 months
The time is mainly chosen in the whole summer, which is also the peak season for beverage sales. Outdoor advertising generally lasts for a long time to enhance product visibility and goodwill.
Third, the target market and target groups.
CCTV and major provincial TV stations are aimed at adults.
Four. Advertising and location description
1. Choice of advertising media: authoritative newspapers and TV stations that consumers often read.
2. Promotion places: bars, major hotels and entertainment places.
4. Online advertising plan
I. Foreword Planning Objectives:
1, establish the image of Shengda Group, its subsidiaries and brands through advertising promotion.
2. Promote the value concept and service concept of the Group and its subsidiary xxxx.
3. Form a unified advertising strategy to enhance brand affinity, competitiveness and popularity.
4. Promote the transformation of corporate image and expand market share through unified publicity and promotion.
Planning objectives: Shanda Group, Shuxiang Di Mei Community, Jin Run Hotel, Di Chin Hotel, Shuxiang Di Mei Store B, Store C, Jiahui Property and Shanda Elevator.
Second, the market analysis
(Shengda Group, Shuxiang Di Mei Community, Jin Run Hotel, Di Chin Hotel, Shuxiang Di Mei B, C District Store, Jiahui Property, Shengda Elevator)
Third, advertising strategy.
1, advertising target
Promote the brand image of Shengda Group and its subsidiaries, publicize its business service concept, and promote the transformation of corporate image of Shengda Group and its subsidiaries. Make sales a hot spot.
Create a unified and huge publicity atmosphere, use a variety of publicity media together, and set off a three-dimensional advertising offensive.
High-density, large-scale and all-round dissemination of enterprise and product information of Shengda Group and its subsidiaries will establish a clear and unique image in consumers' minds, highlight the advantages of products and stimulate consumers' desire to buy.
Expand the popularity, recognition and reputation of Shengda Group and its subsidiaries. Within one year, sales increased by more than%, brand market share increased by more than%, and popularity increased by more than%.
2. Advertising objectives
A: Shengda Group
B: Shuxiang Di Mei Community
C: Jin Run Hotel.
D: Di Chin Hotel.
E: Shuxiang Di Mei Zone B and Zone C stores
F: Jiahui property
G: shengda elevator
3. Advertising area
The main city of this Municipality and the suburban counties and surrounding areas under its jurisdiction.
Traffic arteries around the city.
4. Advertising media
First, the DM single specific release
DM only sends promotional materials to consumers, families or companies by mail, gifts, etc. , namely direct magazine advertising. Emphasize direct delivery (mailing). It is a means to convey the information that the advertiser wants to convey to the object selected by the advertiser by mail.
Advantages:
Targeted: DM advertising directly delivers advertising information to real audiences, which is highly selective and targeted. Other media can only deliver advertising information to all audiences, regardless of whether the audience is the object of advertising information.
The length of the advertisement: a 30-second TV advertisement, after which its information disappears. DM advertising is obviously different. Before making a final decision, the recipient can repeatedly read the direct mail advertising information and use it as a reference to learn more about the performance indicators of the product until he finally makes a decision to buy or abandon it.
It has strong flexibility: unlike newspaper and magazine advertisements, advertisers of DM advertisements can choose the layout size and determine the length of advertising information at will according to their own specific conditions, and choose full-color or monochrome printing forms. Advertisers only study the relevant regulations of the postal department and the size of their own advertising budget. In addition, advertisers can make all kinds of DM advertisements at will.
Can produce good advertising effect: DM advertisements are sent directly to individuals by advertisers, so advertisers can refer to demographic factors and geographical factors to select recipients, and then put them into practice to ensure that the advertising information can be understood by the recipients to the greatest extent. At the same time, unlike other media, the audience can't wait to know the information after receiving the DM advertisement, and will not be disturbed by the outside world. Based on these two points, DM advertising can produce good advertising effect compared with other media advertisements.
Testability: after sending out direct mail advertisements, advertisers can understand the effect of advertising information through the changes of product sales scenes and scope. This advantage surpasses other advertising media.
Concealment: DM advertisement is a kind of non-sensational advertisement which is deep and secret, and it is not easy to attract the attention of competitors.
B, network promotion
C, LED advertising
LED advertising is a new media advertising form, which is the perfect combination of new media technology and outdoor advertising release form. In recent years, the development of outdoor advertising format has been on the rise. According to CTR data of domestic market research institute, in 2005, the growth rate of outdoor media was as high as 79%, accounting for 5% of the advertising market, and it will continue to grow strongly. Traditional outdoor advertising has been unable to achieve good communication effect, and LED advertising with both image and information communication functions has naturally become the new favorite of advertisers. With the entry of foreign advertising companies, LED advertising will develop rapidly.
Advantages:
Outdoor advertising is a scarce resource, and the price cost of billboards in prime locations is rising. In addition, the traditional static outdoor advertising cycle is at least 3 months, which is expensive for advertisers. And dynamic LED advertising can realize time-sharing advertising. Advertising material is divided into 15 second advertisement and 30 second advertisement, and an advertisement can be played 60-80 times a day. Although the LED display screen is expensive, the advertising time can be configured at will, and even orders can be accepted in days. This flexible sales method makes LED much cheaper than static outdoor advertising in the same position.
The dynamic continuous playback of LED display screen is not only easy to attract people's attention, but also has a large information capacity.
Pre-sale intercepts advertising tips to stimulate consumers' instant purchase impulse.
Widely distributed, it can be built at the intersection of busy commercial streets, the external walls and doors of large shopping malls, and buses.
5. Online advertising plan
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