Name: Marketing Advertising Planning of Tiantianle Oral Liquid
Planning unit: Guangdong South China Pharmaceutical Products Exhibition Center
Planner: Wesley Chan Yiu-Fai Law.
Author: Yiu-Fai Law
Completion date: 1993 10 month
order
With the development of economy and the renewal of ideas, people's living standards are gradually improving, and the consumption demand for health care products is increasing, with great market potential.
The development and impact of "Sun God" on the oral liquid market has ignited the fire of market growth in recent years. According to reports, there are more than 400 manufacturers of oral liquid in China, with an output value of billions. Sun God, Wahaha and Robust occupy a strong market in Guangdong, and rising stars such as natural drinks, Fushouxian, feast baby liquid and Taitai oral liquid also enter the market with strong offensive. It can be seen that the demand for oral liquid is great. Oral liquid with good curative effect is more popular with the public.
Therefore, in the face of powerful "Sun God", "Natural Drink" and "Fushouxian", how can Tiantianle Oral Liquid enter the Guangdong market and occupy a place?
1, the main points of this proposal
1, 1 As Tiantianle oral liquid has the characteristics of anti-aging, beauty and longevity, and "Sun God" and "Wahaha" occupy the children's market, Tiantianle oral liquid must first face the market of adults, especially the elderly, and mainly adults and the elderly.
1 2, hold a product promotion meeting, carry out holiday giving activities, publish product advertisements through TV and newspapers, and quickly establish sales points, so that Tiantianle products are well-known and convenient to buy.
1, 3. In order to ensure that the product will not be imitated, please register Tiantianle's packaging graphics with the industrial and commercial department as soon as possible or apply for design patents (graphics and colors) from Liuzhou Patent Office.
1, 4. Before new products enter the market, enterprises should introduce "CIS" (corporate image strategy system), change the original name of the enterprise from "Liujiang" to "Tiantianle", and develop new trademarks at the same time, so that the enterprise name, trademark and product can be presented to the society and the public as a whole.
1, 5. Proposed implementation period of this proposal: 1993,10-1993, 12.
1, 6. The advertising budget of this proposal is 465,438 yuan+0,000 yuan.
2. Market analysis and research
2. 1. According to statistics, the population over 60 years old in Guangdong Province has exceeded 6 million, accounting for 10% of the total population, including 600,000 in the central city of Guangzhou and 300,000 in the neighboring city of Foshan. The elderly are a rapidly expanding consumer group. "Old people should live a long life", and its market prospect is broad.
The competition in Guangdong is fierce. Business and official business are very busy. In addition, environmental pollution makes adults prone to fatigue and illness, and some middle-aged people have premature aging. "Be healthy in middle age" is expected to win the middle-aged market.
2.3 Guangdong oral liquid market is fiercely competitive, and various oral liquids emerge one after another, giving people a wide range of choices. Therefore, we should choose the right time to publicize the offensive to the society. Because people are not satisfied with general commodity advertisements and tend to consume emotionally, Tiantianle should seize people's consumption psychology and strive for the market with emotion.
3. Marketing methods
Tiantianle oral liquid is a new product now on the market. Because of its scientific and reasonable formula and exact curative effect, although it has not been put into use for a long time, its market potential and social demand are promising. In order to introduce the products to consumers in a short time, expand the Guangdong market, and let the society know about Tiantianle Oral Liquid, we plan to choose the key points and gradually develop them at different levels. Marketing methods are considered from the following aspects.
3. 1, presented Tiantianle oral liquid to the Committee for the Aged. On the occasion of the annual "Day for the Elderly", the Guangdong Provincial Committee on Aging will hold a conference in Guangzhou to celebrate the fifth "Day for the Elderly". Seize this opportunity, present 20 boxes of oral liquid to senior members, and initially establish the corporate image and brand image of "Tiantianle" through activities of respecting and loving the elderly, so that Tiantianle can form perceptual knowledge among key sales people. Specific practices are as follows:
3. 1, 1 presented 20 boxes of Tiantianle oral liquid to the Guangdong Provincial Committee on Aging, and distributed them to the old Red Army, old heroes, old models and veteran cadres who participated in the fifth celebration of the Day for the Elderly.
3, 1, 2 Invite factory leaders to participate in the celebration, and the factory will distribute promotional materials.
3. 1.3. Please ask the General Assembly to make the factory name propaganda slogan in a unified way.
3. 1.4. Please invite factory leaders to attend the lucky draw ceremony held by the conference and present oral liquid prizes.
3.2. Hold a promotion meeting in Guangzhou. Guangzhou is the main sales area of this product, where the consumption level is high, but the market competition of health care products is fierce. Therefore, Guangzhou is the preferred breakthrough point.
3, 2, 1, the promotion meeting includes the factory leaders introducing the enterprise, the factory inviting relevant experts to introduce the prescription, pharmacology and clinical situation, and the distribution unit signing the contract. The plan invites relevant personnel from commercial and medical units and large department stores to participate.
3, 2, 2, Scale and Time: The scale plan is 250-300 people, tentatively 65438+early February.
3. After promoting and advertising in Guangzhou, select some small and medium-sized cities step by step and gradually expand, and spend a small amount of money on advertising or promotion meetings in these areas. Select the secondary display point.
3.4. After advertising in Lingnan Song magazine, Lingnan Society magazine held a questionnaire survey on knowledge and prizes every day. Objective To invite relevant personnel to discuss lottery tickets through prize-winning questions and answers. According to relevant social activities in Guangdong, sponsor and participate in relevant social activities appropriately, and gradually establish corporate image.
4. Disadvantages and advantages in marketing
4, 1, disadvantages
4. Major competitors such as 1,1and "Sun God" have a long history, a large market, sufficient financial resources and sufficient advertising.
4, 1, 2, the enterprise is not well-known in Guangdong.
4. 1, 3. Everyday music is slightly more expensive than products such as "Sun God" (about 10 yuan per box), "natural drinks" (about 17 yuan per box) and "Fushouxian" (about 18 yuan per box).
4, 2, advantages
4, 2, 1, Tiantianle contains healthy tissue fluid of human placenta and has its own characteristics.
Four, two, two, good taste.
4.2.3. The sales prospect in Guangxi is promising.
4, 2, 4, won the international gold medal in Beijing.
5. Advertising suggestions
5, 1, set policy
5, 1, 1, in order to cause a higher advertising attention rate, use suspense skills, and use people's curiosity to attract attention to products.
5, 1, 2, highlight the blessing and affection of enterprises to society and people, and show affection to people.
5, 1, 3, emphasizing the unique personality of the product.
5, 1, 4, to say the least, try to avoid exaggerated advertisements.
5, 2, advertising theme
5, 2, 1, please tell everyone that you come every day.
5, 2, 2, everyone has the right to enjoy every day.
5, 2, 3, take the essence of placenta and burn the morning glow of life.
5, 2, 4, the biggest drawback of this product is that it can't cure all diseases, and the biggest advantages of this product are anti-aging, beauty and longevity.
5, 3, advertising copy: take the essence of placenta, burn the essence of life.
Tiantianle oral liquid is a pure Chinese medicine preparation exclusively developed by Guangxi Liujiang Pharmaceutical Factory after three years of painstaking exploration.
Tiantianle oral liquid is composed of more than ten kinds of precious Chinese herbal medicines, such as pearls, healthy placenta and wolfberry fruit. Has effects in relieving convulsion, relieving fever, caring skin, resisting aging, promoting wound healing, improving anti-stress ability and enhancing immune function. It is especially suitable for all kinds of neurasthenia, anemia, post-illness disorder and elderly patients with physical weakness.
The biggest disadvantage of Tiantianle oral liquid is that it can't cure all diseases.
The biggest advantage of Tiantianle oral liquid: anti-aging, beauty and longevity
6. Advertising design, production and release
6, 1, newspaper
6. 1, 1 It is planned to publish a series of advertisements in Yangcheng Evening News and Guangzhou Daily 7 times each. The specific method is as follows: publish it for three days in a row, and then publish it four times a week for one month (* * * seven times).
6, 1, 2, Guangzhou, Yangcheng newspaper publishing costs (calculated by seven times)
(1) 8X 17.5cm area, black and white about 9 1.420, set red 124446 yuan.
(2) The area of12x17cm is about 14 1 960, and the red area is about192,948 yuan.
6, 1, 3, newspaper advertising design (omitted)
6, 2, magazine advertising
6.2. 1. It is planned to publish an advertisement (one page) in Lingnan Pine, a magazine sponsored by Guangdong Committee on Aging.
6.2.2. Advertising price of Lingnan Pine magazine: 9000 yuan for a cover; Seal 2: 7,000 yuan; 3 seals of 6000 yuan; Eight thousand dollars for Feng Si. It is recommended to choose Fengsan.
6.2.3. The design of magazine advertisement will be carried out after the advertisement is confirmed.
6, 3, TV advertising
6, 3, 1. It is planned to be broadcast on Guangdong TV Station Lingnan Station and Guangzhou Station (P118: 31-22: 45), once every night, for one month (30 times) continuously.
6, 3, 2, the cost is about 153. 000 yuan, the production cost is about 15.000 yuan. (For example, Lingnan Satellite TV and Guangzhou Satellite TV broadcast 30 times in a month, and the cost is 153.000 yuan, while Zhujiang Satellite TV and Guangzhou Satellite TV are 195.000 yuan. If it is broadcast twice a night, it will be doubled.).
6, 3, 3, TV advertising creativity (see figure)
7. Expenditure budget
7. 1. Donate to the Committee for the Elderly: Total expenditure: 23,000 yuan, of which: in kind: 20 boxes ×14.00 =17,000 yuan, media promotion, labor, activity expenses, etc. : 5000 yuan
7.2. Advertising expenses:
7.2. 1. Advertising planning fee (including series of creative designs and manuscripts) is 20,000 yuan.
7.2.2. Media charges are based on specific media charging standards.
7.3. Promotion expenses: both parties shall determine according to the determined scale and requirements.
7. 4. Corporate image design: including logo (trademark) and product packaging. 30,000 yuan (this expense is not included in the budget of this proposal).