□ Market background
□ Promotion target
□ Promotion positioning:
○ Time, place and object
○ Commodity information and brand information
□ Promotion theme:
Subtitles
□ Promotion plan:
○ Activity content mode
○ Activity award setting
○ Joint activity place
timetable
□ Promote the mode of communication
□ Promotion budget
□ Promotion effect prospect
□ Conception of the content of the book "Tips"
● Market background ●
◆ The market prospect is very optimistic. In recent years, the total market capacity of coke market will increase, and the growth rate of low-sugar beverages is much higher than that of the overall market, which shows the potential of light coke.
◆ In the United States, the main consumers of Diet Coke are women, aged 12-35, accounting for about 70%. In China market, especially in Guangzhou market, the market survey results show that the main consumers of Diet Coke will be people aged 20-30, of whom 53% are women. More importantly, they will be more likely to accept low-calorie cola at the age of 23-25.
◆ Women aged 23-25 are the most energetic and active "upstarts" in the new century, and they will be better than the previous generation.
Increase self-confidence, pay more attention to the quality of life, at the same time pay more attention to physical and mental health and show your infinite charm. It is the first priority to show yourself and have impressive charm.
◆ SWOT analysis:
Intensity:
● Diet Coke can rely on the strong brand potential of Pepsi.
● PepsiCo has successfully established a perfect distribution network and good customer relationship for Light Diet Coke.
● Pepsi-Cola has spread brand concepts and brand personality such as "Unlimited Hope", "Young Generation" and "Vibrant Family" for Diet Coke. Opportunities:
● In Guangzhou, the low-sugar coke market has not yet formed a strong brand, and Diet Coke, the arch-enemy Coca-Cola, has not yet occupied enough market share.
● A large number of former coke consumers are willing to change brands and try new coke.
● There is no diet coke in the target channel of Diet Coke.
Low-sugar cola will be the dream drink of "energetic people"
Weaknesses:
● At present, the sales situation of Diet Coke has not been opened.
● Diet Coke is not well-known among consumers in Guangzhou.
● With the brand advantage of PepsiCo, Diet Coke failed to conduct brand promotion and notification activities in time. Threats:
● Dietcoke, the old enemy of Coca-Cola, entered the market earlier.
● Other brands of Diet Coke will enter the market one after another.
● "Energetic people" can easily form brand dependence, and if they lose opportunities, they will lose the market.
● If a unified brand product fails to open the market for many times, the brand will lose its vitality.
◆ Summary:
○ At present, the advantages and opportunities of Diet Coke are established by PepsiCo, and there is no strong activity support for its own brand building and sales promotion.
◆ Measures:
○ Increase instant sales and permanent sales at the point of sale through attractive large-scale promotion at the point of sale and USP dissemination of Diet Coke.
○ Expand the popularity of Diet Coke through the integrated communication of special channels and distribution channels.
● Promotion objectives ●
◆ PepsiCo's full products make the shelves and piles of Pepsi on the market more vivid.
◆ Expand the popularity of Diet Coke in Guangzhou market.
◆ Increase the sales volume of Light Diet Coke sales points and stores.
● Promote positioning ●
◆ Time, place and object:
Important customers:
-Choose Guangzhou Market 15 store.
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-All Saturdays and Sundays from February 65438, 2007 to March 65438, 2008.
Sports venues:
-Gyms, gyms, tennis courts and golf courses.
-Joint promotion with sports ground will benefit consumers.
-Business hours are from February 17 to March 18.
Entertainment places:
-Billiards hall, bowling alley, coffee shop, etc.
-
-Business hours are from February 17 to March 18.
◆ Commodity USP:
○ Low calorie (low calorie) ○ Good taste.
◆ Brand information:
○ Make active you more confident and attractive.
● Promote the theme ●
◆ Event theme:
Light coke is low in calories, a big hug for the new generation.
With a new pet, the charm naturally comes.
◆ Channel activity subtitles:
Shopkeeper: There are new favorites in the new century, healthy and energetic.
-Enjoy light coke with low calorie and good taste to enhance physical and mental health. At the same time, there are also surprise prizes, such as travel, sports backpacks, sunglasses and so on. It adds extra fun to the freehand brushwork life of the "new rich".
Sports ground: the new favorite in the new century, full of charm and self-confidence.
-By enjoying the light diet coke with low calorie and good taste, the "nouveau riche" have a 100% chance to get preferential rewards for enriching their lives such as sports fields and fitness centers.
Entertainment places: with the new favorite of the new century, the chic life is going back.
By enjoying light coke with low calorie and good taste, the "new rich" can get preferential rewards for their chic life in bowling alleys, billiards halls and cafes.
● Promotion plan ●
◆ Active content mode:
○ Shopkeeper: "Turn, turn, turn, turn out your dream"
-Buy a can of Diet Coke, and you can participate in the Lucky Wheel lucky draw with the shopping receipt. 100% wins the prize, and the lowest prize is a book called Tips.
○ Sports (entertainment) venues: "Prompt" and "Assembly Point" joint ring prize
-Get a "tip" book from the wheel of fortune, collect four advertising slogans from posters and leaflets in exchange for discounts provided by sports (entertainment) places, and get a light coke can when you spend more than RMB.
◆ Award setting:
○ Lucky Wheel Award Settings: (***20 squares)
-A sports backpack (* * * two squares).
-A sun hat (* * * three squares).
-A pair of sunglasses (* * * three squares)
-Small "tip" volume (* * * three squares)
-A can of light coke (* * * three squares).
-"Hainan or Kunming" tourist lottery ticket (* * * three squares)
[ -
(Attachment: If the budget permits, an extended promotion activity can be set up, that is, a bowling contest participation award can be set up. After March 18, the contest will be held in entertainment venues and other awards will be set up. )
○ Set up set points:
The "Tips" booklet contains coupons for stadiums and entertainment venues (designated locations), which are printed in the "Tips" booklet. ) After you can enjoy the sports or entertainment bureau with the discount specified in the coupon, the discount will stop; If you continue to use RMB for fitness or entertainment, you can exchange it for a light coke can and a "tip" book for reuse. All venues will be notified by means of POP activity notification, and detailed activities will be provided in the "Tips" booklet.
○ Lucky Number Award Settings:
If you score 96 points, 98 points, 108 points and 156 points in bowling entertainment activities, you will get a can of light coke and a book on tips. If you get 168, 196, 198 and 256, you will get a can of light coke+a "tip" book+a free game.
(The above "tips" booklet can also be a coupon discount for RMB. )
◆ Location:
Shop: (15 shop, with a list of lucky roulette units:)
Sports venues; (list of "Tips" participating units)
Entertainment places: (list of Tips participating units)
◆ Time arrangement
If you work from time to time, you will be responsible for it.
65438+1October 8-10 Determine the promotion plan and sign the contract. The contract between Linpu Company and Pepsi Company.
65438+ 10 month 10- 19 public relations activities in sports and entertainment places. The customer department of Linpu Company confirms its intention.
June 65438+1October/KLOC-0-19 The public relations department confirmed the intention of stacking space or shelves in the store and the venue outside the store.
Before June 23rd, 65438+ 10, a joint promotion agreement for sports and entertainment venues and a contract for the customer department of Linpu Company were signed.
65438+1Sign the store promotion agreement before October 23rd, and the agreement of Grace Cola Brand Department will be put on record.
On February 1-6, store publicity materials (inflatable arcade, promotion desk, lucky turntable, promotional prizes, etc.) were made. )-Brand Department of Diet Coke.
On February 6th-1 1, the salary of the customer department of Linpu Company was paid by Pepsi Company.
On February 1-6, the "Tips" booklet was designed and delivered to the Creative Department and Customer Department of Printing Linpu Company for confirmation.
Before February 9th, the Creative Graphic Design Department of Linpu Company will confirm the leaflet, celebrity portrait and POP draft.
Before February 15, complete the creative manuscripts of "leisure time", "enriching life" and "enjoying life", and confirm them by the Creative Department and Graphic Design Department of Linpu Company.
Before February 15, all promotional materials have been printed, and the customer department of linpu company-
On February 12- 15, promoters trained the brand department of PepsiCo and the customer department of Linpu Company.
On February 16, all promotional drinks and promotional materials were delivered to all relevant units according to the requirements of the promotion plan and the delivery notes of the Pepsi brand department and the sales department.
On February 16, all promotional materials in the store arrived at the store warehouse of Pepsi Brand Department and Sales Department.
On February 16, all the publicity materials of sports and entertainment venues were put in place and posted by all the sales ladies. The customer department of Linpu Company supervises the sports and entertainment places.
/kloc-On the morning of February, 0/7, the promotion layout and sales girl of 15 store were put in place under the supervision of the customer department of Linpu Company and the brand department of Grace Cola.
February1July-March 18 Promotion activities were carried out normally, and the customer department of Linpu Company guided and supervised Grace Cola Brand Department.
March 20-23: Write-off, evaluation and settlement. The prizes of the promotion girl, Grace Cola Brand Department and Linpu Company Customer Department shall be written off with small receipts.
● Promote communication mode ●
◆ Communication strategy:
○ Inform in sales places, shops and other activities through posters, leaflets and other ground means, instead of using air media such as newspapers, television and radio.
○ Poster printing, design and publicity copy are provided by LIMP, star portraits are based on advertising posters provided by Pepsi, and copy and publicity themes are added and produced by LIMP.
○ Leaflets and small "tips" books are designed and produced by LIMP.
◆ Shop publicity notices:
○ Outside the store:
-Inflatable arcade with the words "light diet and low-calorie coke, embrace the charm of the new generation" or "with a new pet, the charm will naturally come" (*** 15).
-Lucky turntable and reward promotion desk, two promotion ladies. (Supply and demand: 15 lucky turntable, 15 promotion desk, 30 skilled promotion ladies)
(The above is provided by PepsiCo and carries out public relations work. )
-Star portrait and activity preview (designed by Linpu Company, Edison Chen morning push-up star portrait is marked as brand proposition and the theme of "new favorite in the new century, healthy, energetic and relaxed"); Taking the portrait of Edison Chen's star drinking light coke as the brand proposition and "On the new favorite in the new century,
Edison Chen also has the title of "drinking clothes". The theme of the activity preview is "turn, turn, turn, turn out your dream". )
(The above is designed, produced and publicized by Linpu Company; PepsiCo provided the MO disk of Star Pictorial, and the prizes were in place. )
○ In the mall:
-(provided by PepsiCo)
-Leaflets were distributed at the meeting. (The single page is designed and printed by LIMP, and the distribution and on-site public relations of the single page are the responsibility of PepsiCo. In the one-page design, the USP and profit point of Coca-Cola are the main contents, supplemented by a series of emotional demands such as "leisure time", "enriching life" and "enjoying life", as well as the propaganda words required to be cut and pasted in the "Tips" book, with a total of four * * *. )
◆ Sports (entertainment) venue activity notice:
The purpose of this occasion is to expand the brand awareness of Diet Coke and the awareness of USP products, not to achieve the purpose of promotion, but also to bring actual sales to the joint place. Therefore, Pepsi-Cola mainly posts pictorial, celebrity portraits, activity notification POP, blank POP, leaflets and tips.
○ Try to take the taste of light coke as the focus of product promotion and highlight "good taste".
○ All leaflets, star pictorial, POPs informed by activities, blank POPs and "tips" books are told that low calorie and sugar-free are good for health.
○ PepsiCo must provide enough free light coke drinks in all participating sports fields and entertainment places.
● Promotion budget ● (unit: yuan)
Notes on unit price amount in serial number items
1 celebrity portrait design and painting (1.5m× 0.8m)120.00404,800.00-
2. Making of star photo frame (1.5m× 0.8m)150.00 40 6000.00-
3 Design and manufacture of lucky turntable 00.00 15 00.00-
4 promotion desk 600.00 15 9000.00-
5 Promotion for girls ***9 days, 30 people 50.0027013,500.00-
6 Design and manufacture inflatable arcade 00.00 15 00.00-
7. Movable billboard frame (1m× 0.6m)150.00 40 6000.00-
8 Activity Notice: Lihua (1m× 0.6m) 60.0015 900.00-
9 "Tips" booklet 0.50 30000 15000.00-
10 flyer (32K, 157g coated paper) 0.20 120000 24000.00-
1 1 POP(4K, 170 coated paper) 1.00 3000 3000.00-
12 Happy Balloon 0. 10 50000 5000.00-
13 newspaper soft text 5,000.003+215,000.00+
( 10,0000.00) -
14 Lotteries (Kunming Tour or Hainan Tour) 0.20 10000 2000.00-
15 Tourism Award (Double Flying) 00.00800.00-
16 (ticket) 0.20 5000 (1 000.00)
17 (course fee)10000.002 (20,000.00)
18 (bonus) 500.006(3000.00)
19 (news participation fee, organization fee)-(5,000.00)
20 Gift and other materials freight 50.00 40 2000.00-
Total (in figures): ￥ 105700.00+(39000.00) yuan/(in words): one hundred and fifty-five thousand seven hundred yuan only.
◆ Note:
Other prizes, such as sports backpacks, sun hats, sunglasses and light coke, were originally owned by PepsiCo, so they were not included in the promotion budget. The amount in brackets is the cost of unconfirmed items.
● Prospect of promotion effect ●
◆ The first promotion goal: plump Pepsi products will make the display of Pepsi products in the store more vivid. This goal will undoubtedly be effectively achieved during and after the promotion activities.
◆ Extensive publicity and promotion of stores and sports and entertainment venues aims to make the target consumer groups of Grace Cola widely known, and through this promotion, a firm impression will be established on Grace Cola's USP and brand concept.
◆ In promoting the sales of Diet Coke in stores: Due to the lag effect of such promotions and the fact that Diet Coke is an unknown brand in Guangzhou market, the sales growth should be comprehensively evaluated from the sales growth in the months after the event and the actual sales in the promotion month.
◆ According to the input-output ratio (the promotion ratio of new products entering the market should be 15-20%), the sales volume of the month should be around 900,000 yuan, and then considering the lag effect, the sales volume of the month should be around 700,000 yuan. Light coke will continue to maintain its brand in the follow-up publicity, so its sales volume will increase by about 20% every month. Based on this calculation, the daily sales of each store in the promotion month is about 600 cans. If the promotion effect in peak season will exceed this goal, it may barely reach this goal in February-March.
In addition to the direct growth of sales volume, the accumulation of brand assets will far exceed the significance of promoting investment, and at the same time help to stop finished products, consolidate the existing market and lay a market foundation for long-term market share.
Attached:
□ Design ideas of the small "tips" booklet;
◆ cover
○ Post it, post it, post it, and enrich your life.
Cut, cut, cut out the leisure life.
(Echoing "Turn, Turn, Turn, Turn Your Dream" in store activities.
○ The canned sample of Diet Coke highlights bright red "slimming" and "low calorie".
○ Silver gray background
◆ Seal II
○ Buy light coke in the store-a healthy life.
○ Drink light coke on the playground-an energetic life.
○ Drink light coke where entertainment and sports are combined-charming life.
○ Drinking light coke in pure leisure occasions-leisure life.
○ Go for an outing and drink light coke-enrich your life.
○ Couples tryst to drink light coke-enjoy life is sweet.
(cater to the life interest of young men and women aged 23-25)
◆ Seal three, seal four
○ Feng San spread all kinds of interests in promotional activities in the form of graphic art.
○ Four letters comprehensively introduce various activities in the form of copywriting.
◆ Back cover 1
○ Using the picture of Edison Chen drinking light coke and the brand of Pepsi, the USP product is low in calories and delicious.
◆ Rear cover II
○ Life portfolio photos indicate the interesting cooperation of various promotion activities with the spread subtitles of various channels on the inner page.
◆ The inside page of the booklet
○ Sports occasions are marked with various "tips", the size of which is the same as that actually posted, and the discount or preferential amount is also marked.
○ Entertainment place coupons indicate the deduction amount and consumption amount, and enjoy other benefits.
○ All coupons are accompanied by graphic art design.
Respondent: a848848