It says it's time for dinner. Aren't you going to eat?
People are iron rice steel.
Why don't you eat?
what are you reading? Which means you. This is a creative advertising template I saw in a hot pot restaurant. I feel very creative and share it with you.
Famous modern graphic designers in Han Jiaying and their works.
196 1 Born in Tianjin
1982 - 1986
Studying at Xi Academy of Fine Arts, majoring in decoration.
1986 - 1990
Teaching in the Clothing Department of Northwest Textile Institute,
Hand-painted creation and screen printing
Poster "Food is the most important thing for the people" and so on.
1990
He once worked in the film and television department of Shenzhen Vanke Enterprise Co., Ltd., and later served as the design director of Vanke Culture Communication Co., Ltd.
1992
The first exhibition "Graphic Design in China" was held, and posters made for Meguiar's printing house and exhibition were selected.
In the same year, he designed the image for Vanke Culture Communication Company.
1993
Established Shenzhen Han Jiaying Design Co., Ltd.
1994
The poster "Food is Paradise" was remade and selected for the 3rd Mexico International Poster Biennale.
Corporate and brand image planning of Hainan Sundiro Motorcycle Co., Ltd., Konka Group and Shenzhen Yibao Food and Beverage Co., Ltd.
1995
The poster "Food is the most important thing for people" was selected for the 6th French Art Festival of Chateau-Montaigne.
Designed logo for New Hanlun Paper and created corporate image poster for it, and won the "Excellence Award" in the 7th Zgraf International Graphic Design Exhibition held in Croatia.
Won the Best Industrial Design Award in the first Shenzhen Industrial Design Exhibition and Evaluation Week.
Shenzhen Graphic Design Association was established, and Han Jiaying designed for the association.
Signs and service supplies
1996
Won the silver award of "Design 96 Exhibition" in Hong Kong.
Shenzhen Graphic Design Association held the second exhibition "Graphic Design in China", and won 13 awards, such as evaluation award, gold award, silver award, bronze award and excellence award.
Invited to participate in cross-strait and three-place exchange poster exhibition
Invited to South Korea's "Korean Peninsula Unified International Visual Design Fax Exhibition"
activity
1997
His works were selected for the 5th Toyama International Poster Biennale in Japan and the 7th Finland International Poster Biennale in Helsinki.
Invited to the Colorado International Poster Invitational Exhibition.
Invited to participate in the Asia-Pacific poster exhibition
Planning and integration of enterprise and brand image of Shenyang Huarun Snowflake Beer Group.
1998
His works were selected in the 6th Warsaw International Poster Biennale and the 8th Brno International Graphic Design Biennale (Czech Republic).
The poster Communication won the gold medal of JoseGuadalupePosada in the 5th Mexico International Poster Biennale.
Graphic magazine won the silver prize of "Design 98 Exhibition" in Hong Kong.
Invited to Hong Kong as a judge of the 98 Design Annual Exhibition of the Chartered Institute of Designers.
At the invitation of VGD, Berlin Theatre and Designers Association, he participated in the celebration of Brett's 100 birthday.
Global 100 designers' poster creation activities
Corporate and Brand Image Planning of Skyworth Group 1999
Invited to Shanghai International Poster Invitational Exhibition
Invited to participate in the Korean East Asian Character Art Exhibition.
Planning and designing corporate image and its strong brand image for Nanfeng Chemical Group.
Design brand image and product packaging for Ipoh's new products, soy milk and tea drinks.
In 2000,
Tianya magazine won the gold medal of Hong Kong Design 2000 Exhibition.
The poster Tianya won the bronze prize in the 6th Toyama International Poster Triennial Exhibition in Japan.
The poster Tianya won the second prize of the Polish Wanda Computer Art Biennale.
The poster Tianya won the honorary prize of the 9th Brno International Graphic Design Biennale/KLOC-0.
The poster "The Second Annual Exhibition of Contemporary Sculpture Art" was selected for the biennial exhibition of Tokyo Font Guidance Club.
Invited to attend Hong Kong Berlin Contemporary Culture Festival.
Judge of China Creative Encyclopedia.
Planning Image of Lijiang Yulong Snow Mountain International Golf Club
Design real estate image for Vanke real estate golden home
200 1 Promotion Design of Shenzhen "Wish 2000" Large-scale Environmental Art Festival.
Posters Tianya and Interaction are permanently collected by MuseumFurkundundergewerbehamberg, Germany.
Posters Tianya and City Discovery were selected for the12nd Le Mans Haibao Art Festival in France.
Design the new packaging of Ipoh purified water.
Poster Tianya and Interactive were invited to participate in the Asia-Pacific Festival exhibition in Berlin.
Judge of the 2nd Ningbo International Poster Exchange Exhibition in 2002
Posters "Tianya" and "Integration" were invited to participate in the 14 session.
Finland International Poster Biennale
Invited to participate in the 5th Polish Wanda Computer Art Biennale, the poster Tianya won the gold medal and Fusion won the honorary prize.
Participated in the 2002 Hong Kong design poster "Integration" and cultural works collection and won the silver prize, while the posters "Tianya" and "Yu Hai" won the bronze prize and commercial works collection.
Win an award for Excellence
In 2003
The poster "Fusion" was included in the yearbook of D&, the British Association of Design and Art Directors. AD，
The curator of Shenzhen 2003 Design Exhibition, and served as a poster, invitation letter, exhibition yearbook, venue layout and other design work, and many works won the Excellence Award of Shenzhen 2003 Design Exhibition; As the fifth Macao design.
Exhibition judges; Holding Tianya solo exhibition in France (2003 Sino-French Cultural Year Project)
In 2004
The work "Shenzhen 2003 Design Exhibition" was selected in the 83rd ADC Yearbook of new york.
And the 2nd1Brno International Graphic Design Biennale.
In order to ensure the scientific and orderly progress of things or work, it is often necessary to make plans in advance, which is the method plan obtained before filing a case. So do you know how to write a standard plan? The following is the marketing plan of brand promotion activities I collected. Welcome everyone to learn from it, I hope it will help you.
Marketing plan for brand promotion activities 1
China's beverage market has great potential, with an average annual growth rate of 65,438+00% from 20XX-20XX, with an annual output of 22.6 million tons, which is expected to reach 37 million tons in 20xx. In 20xx, China's beverage output reached 20xx million tons, and there were 825 state-owned and non-state-owned industrial enterprises with annual sales income of more than 5 million yuan, with total assets of 60.4 billion yuan, sales income of 55 1.5 billion yuan and total profits of 3.97 billion yuan. According to statistics, in 20xx, the output of drinking water in China soft drink market was the largest, but the sales volume was still carbonated drinks.
In this case, our company has launched a series of forget-me-not scented tea products. As a new product, forget-me-not scented tea is sold in Gansu market as a national pilot. After strict market investigation and analysis, we made the marketing plan of forget-me-not scented tea.
I. Market analysis
1, market direction
With the improvement of living standard and the change of consumption concept of China residents, drinks have changed from luxury to daily necessities. According to the statistics of China Beverage Industry Association, the total output of China beverage industry in 20xx was 65,438+0,496,5438+0,000 tons, an increase of 25% over the previous year. 7%, the beverage industry continued to maintain a high-speed growth momentum of 265,438+0 years, at the same time, the domestic beverage market demand for varieties is also changing. The output of bottled beverages in 20xx reached 5.54 million tons, ranking first, carbonated beverages reached 4.2 million tons, ranking second, and tea beverages reached 6.5438+0.85 million tons, ranking third. Tea drinks are the fastest growing of all beverage categories. This year, the most beautiful scenery in the beverage market is tea drinks called "nouveau riche drinks". With the appearance of tea drinks and the prosperity of the market, the beverage market in 2 1 century will be the century of tea, and tea drinks will become "drinks". Behind the refreshing and delicious tea beverage, the tea beverage market is choppy and the situation is urgent.
From the overall environment, the development of tea beverage industry in China is very strong, showing a rapid growth trend, and the market penetration rate is rapidly increasing. The whole tea beverage market has entered a medium-term growth stage. 20xx years ago, Master Kong, Uni-President and Rising Sun, which occupied a large market share, were the leading brands of tea drinks in the world. Now Master Kong gains the most, the rising sun comes second, and unification comes third. Master Kong occupies the dominant position of tea drinks; Uni-President is the brand with the second growth rate of market penetration. Ding Xin Group, which produces "Master Kong" tea beverage, is undoubtedly the winner of this year's tea beverage market. Ding Xin, formerly known as Ding Xin Oil Factory, was established in Changhua, Taiwan Province, 1958. It began to invest in the mainland in June 2008. After 10 years of development, the total investment of Ding Xin Group in mainland China has reached1200 million US dollars, and its * * * has 55 operating companies, 34 factories and 3 discount stores, with 36,552. In recent years, the sales volume of "Master Kong" beverage market has doubled every year, and the rapid growth of tea drinks has exceeded 1 0,000%.
As our new brand, forget-me-not scented tea, can it occupy a place in the market? This is very important to us. There is something wrong with master kong's unification. We can use forget-me-not scented tea to clear away heat and toxic materials, clear the heart and improve eyesight, nourish yin and kidney, beauty beauty, replenish blood and nourish blood, promote menstrual metabolism, delay cell aging, improve immunity, and have the effects of clearing liver and improving eyesight, strengthening yang and tonifying kidney, nourishing blood and regulating menstruation. Beauty and whitening, clearing fire and improving eyesight, especially healthy tea drinks that can eliminate freckles and acne will have a certain impact.
2. Analysis of competitors: At present, there is an obvious trend of brand centralization in the domestic tea beverage market, and the market share of the top ten tea beverage brands is above 96%. Among them, the market share of Uni-President, Master Kong, Kirin, Wang Laoji, Suntory and Nestle is around 90%. Optimistic about the future development prospects of tea drinks, "Liangle", which made its fortune with carbonated drinks, has also turned to the tea beverage market with market demand.
The tea beverage market has staged the Romance of the Three Kingdoms, and has entered the stage of monopoly competition. Although the tea beverage market has emerged in clusters, and the three major brands jointly control the market, many enterprises are still trying their best to follow up and grab market share. This summer, the beverage giant Coca-Cola Company, which has always been world-famous for carbonated drinks such as cola, not only launched the banner of diversification in China for the first time, but also seemed to set foot in all kinds of tea drinks in China overnight and launched the "Blue Wind" series of tea drinks. At the same time, Coca-Cola Company has also set the market target of "Lanfeng" tea beyond "Master Kong" and "Unity". When Coca-Cola's green tea just landed in Shanghai and Hangzhou, Hangzhou Wahaha Group announced its involvement in tea drinks and launched a special series of drinks in May 20xx. Robust, Huiyuan, Chundu, Coconut Tree, Lulu, etc. They have also started to set foot in the tea industry and launched their own series of tea drinks. Even Tsingtao Brewery, the leading beer industry in China, began to cooperate with Asahi Company in Japan to produce oolong tea. According to the insiders, tea drinks will set off the third wave of drinks in China, even replacing the status of drinking water and competing for market dominance with carbonated drinks that have been developed for many years. At the same time, due to the efforts of Coca-Cola, Master Kong and Uni-President, Suntory, Kirin and Asahi are in full swing to seize the China market, and the fierce battle in the tea market has become a well-known fact in the industry. Where there is a market, there is competition; Where there is competition, there is innovation and development. Master Kong, who has a market share, is dominant and unified. Secondly, the competitive advantages of these two brands are obvious. If you want to stand out from these two pillars, you need to have characteristics. Don't forget the tonic of scented tea. Beauty beauty just has this advantage.
3. Consumer analysis:
The survey shows that the proportion of women who drink tea drinks most often is slightly higher than that of men, which is not unrelated to the fact that female consumers pay more attention to the healthy and fashionable characteristics of tea drinks. In addition, drinking tea drinks without getting fat is the main reason why women choose tea drinks more than men, and women's awareness of the health care characteristics of tea drinks is higher than that of men, which is one of the reasons why they prefer tea drinks. Moreover, consumers aged 15-24 are the main target consumers of tea drinks, followed by consumers aged 25-34, who are the main consumers of tea drinks, and there is little difference between them and the main consumers of carbonated drinks and packaged water. It can be said that the unique taste and fashionable products are the main reasons why tea drinks attract consumers aged 15-24. Among the heavy tea beverage consumers aged 15-24 (drinking tea drinks four times or more a week), the number of people who drink unified tea drinks is more than that of Master Kong, while the heavy consumers aged 25-34 tend to drink Master Kong tea drinks.
Different lifestyles have different brand choices for tea drinks. Consumers who prefer things that are good for health and beauty will choose Master Kong brand, while consumers who like to pursue fashion, trends, novelty and buy foreign brands and consumers who are very particular about food tend to unify the brand. Most consumers of Rising Sun prefer to buy domestic brands. Different consumers have different tastes and needs for tea drinks, but let's not forget me. Tea is a healthy and safe tea beverage, which is the demand of all kinds of people, mainly young people, middle-aged and elderly people, especially female customers. Under their consumption habits,
Second, product analysis
"Nature, health and return to nature" has become the consumption trend of more and more consumers' healthy lifestyle. The sudden "fire" of tea beverage is precisely because it meets the needs of consumers, and the consumption mode of tea beverage meets the requirements of modern lifestyle. The characteristics of tea drinks can be summarized as "three lows": low calorie, low fat and low sugar. Natural health, thirst quenching and refreshing. It is more refreshing and thirst-quenching than carbonated drinks, more pleasant and delicious than water drinks, with elegant aroma and endless aftertaste, rich in health-care ingredients, and has the functions of nutrition, health care and relieving summer heat and thirst. One of the reasons why tea drinks began to sell well is that the income level of people in their twenties and thirties has improved. With the increase of disposable income of the younger generation, most consumers think that PET bottles are a little expensive, but they feel more "chic" and "fashionable". People who like fashion and freshness will choose tea drinks more. Another reason is that people's health awareness has improved. In the past, carbonated beverages such as cola occupied an absolute advantage in the refreshing beverage market, and non-carbonated beverages were also popular for their high sweetness. The development of tea beverage in 20xx will extend to herbal tea, plant tea (such as herbal tea, bamboo leaf water, fruit tea) and other products. The tea beverage market will also enter a new stage of development, that is, from the concept of health to improve the true content of tea in tea beverages. There is still a lot of room in the tea beverage market, which is also illustrated by the entry of Jianlibao, Coca Cola and Pepsi Cola. Among many drinks, only tea drinks can really be associated with China culture, so it can be said that the stamina of tea drinks is still sufficient. The reason for airport advertising is that "people think that since they have paid for it, the higher the nutritional content, the more cost-effective". However, with the gradual Europeanization of the lifestyle centered on the high-income class, women began to care about their weight. With losing weight becoming the fashion that people pursue, tea drinks with low sweetness are naturally accepted by people. Undoubtedly, it is precisely because tea drinks meet the functional and psychological needs of contemporary consumers that they have developed so rapidly in a very short time.
According to industry insiders, tea beverage is the fastest-growing beverage in Europe and America in the 1990s and is regarded as a new era beverage. In Taiwan Province Province and Japan, tea drinks have surpassed carbonated drinks to become the largest drinks in the market, and 95% of beverage enterprises in Taiwan Province Province produce tea drinks. In recent years, the development speed of China's tea beverage market has exceeded 300%, and tea beverage has become the third largest beverage after carbonated beverages, with a rapid growth.
Our forget-me-not scented tea is brewed with forget-me-not flowers, honey and roses, which is natural and healthy. Our health, freshness, beauty and beauty-oriented forget-me-not tea not only fills the gap in the tea beverage market, but also is an opportunity to launch tea beverages in this food safety environment.
Marketing plan for brand promotion activities II
First, the marketing background
slogan
Girlfriend, enjoy what you enjoy, just be yourself.
target group
Positioning/kloc-young fashion women aged 0/8-29, this group has a certain economic foundation, strong desire to buy, fashion personality, dare to try new things and pursue themselves.
Brand concept
Clothes are a supporting role, and those who wear clothes are the protagonists.
Brand background
Girlfriend has been making women's wear for 10 years, and the headquarters is in Beijing. 108 has branches all over the country, and has a certain popularity and stable customer base in the market.
Second, the market analysis
First, the market environment analysis
Fashion clothing has gradually become the dominant clothing industry. As far as the women's clothing market is concerned, the women's clothing market has always been the first in the clothing market, leading the fashion and trend, and is the representative of fashion and personality. The frequency and amount of women's clothing purchases are the highest among all clothing consumption groups, and there is a saying that "those who win women's clothing win the world".
B, product analysis
Take the trend and fashion as the leading factor, and position the younger generation of consumer groups!
C, consumption analysis
The clothing consumption of the younger generation is mainly fashion and trend clothing, and the consumption mode is simple and convenient.
Third, the strategy analysis
I. Price strategy
We adopt the membership points system and the sales model of no bidding and no bargaining, which provides more convenience for our younger generation.
B, channel strategy
Official website sales combined with physical stores.
C, promotion strategy
1. Customers who spend all their money in 200 yuan can apply for membership cards for free.
2. Membership points system: All members who spend money in our store can enjoy points activities, and the "one yuan one point system" is adopted. Members can enjoy triple points on their birthdays, with 20% discount or 20% discount for the whole audience (there is no discount for special products to enjoy points activities). Points can be exchanged for gifts during the annual celebration, and the points will be cleared once a year.
This month is the tenth anniversary of my girlfriend. While enjoying the above two kinds of preferential activities, you can enjoy a voucher when you shop at 188 yuan, a voucher when you shop at 288 yuan, a voucher when you shop at 30 yuan, and so on.
Brand promotion marketing plan 3
1. Promotions during traditional festivals
There are many traditional festivals in China, such as Spring Festival, New Year's Day, Dragon Boat Festival, May Day, November 1st, June 1st and Christmas Day. Different festivals should take some promotional activities, which is necessary because people have more time to spend and shop in these festivals. In addition to the above-mentioned activities during the festival, the most important ones are the following.
1, clothing store promotion: shopping lottery.
Celebration. Many customers are relaxed when there is an abortion. If it is held during the celebration, they can take part in the lucky draw as long as they shop. The focus of this activity is the setting of prizes. Can customers who have no desire to buy prizes be willing to buy and get lucky draw opportunities? This is what the shopkeeper needs to consider. It must be kept in mind that bonuses can be set higher and profits can be controlled by winning percentage.
2, clothing store promotion: all new models are sold at a discount.
Customers are always interested in new styles. During the festival, everyone concentrates on relaxing. If there is a new model and there is a discount, of course, as long as it suits them, they will buy it. Therefore, the store will reserve some new models on holidays, and you can mix and match some old models while taking the new ones. Never mind that one or two customers say that you use the old ones to make up the new ones, because you can never satisfy the tastes of ten people, not to mention thousands of different consumers in Qian Qian. The purpose is obvious, that is, to drive old models with new promotion methods. Of course, the proportion of new models should be well grasped.
3, clothing store promotion: ultra-low price sale
4. Clothing store promotion activities: holiday consumption points exchange promotion.
It is in these days' festivals that the points exchange activities consistent with the value of RMB are held, which is similar to the activities of giving away when it is full, but this is a concept of converting money into points, with different concepts but the same purpose, stimulating consumption and arousing the impulse to continue consumption. There are also two ways to set the level of this point. First, as long as you have enough points, you can redeem the corresponding products. The advantage is that the threshold of points is lower, so that many people can enjoy such exchange. Second, you can set different points redemption rules, and the products redeemed at each level are different, but the gap will not be too big, which is conducive to customers' comparison mentality. Of course, all the prerequisites are the reasonable setting of the integral level and the grade of the given products, and whether it can arouse customers' desire to continue to realize the integral.
The main purpose of this activity is not to make a profit, but to attract customers into the store. As long as there is popularity, there will be sales. This activity should be based on the products in stock or the original price of the manufacturer or even regardless of the cost. The promotion price is not regular. As long as there are people, it is worthwhile to pay some for the special price. Of course, the grasp of this quantity depends on the owner, and there is also the grasp of the time period. When there are the most people, there will be unexpected results. Do what you can according to your ability. Don't do this.
5. Clothing store promotion: buy one get one free.
As for this "one". I think we should give different products according to different festivals. In fact, the price of this gift is included in the price of this product, or we can give the gift at a certain discount price. That is, the original price has not changed, but the price of the gift is equal to a certain discount price. In business, since it is business. There must be a reason.
Second, the clothing store promotion activities during the season change
Every year when the four seasons alternate, all the shopkeepers are very busy. If the clothing is not cleared in time, it will directly become a bad asset. In order to achieve this goal, shopkeepers generally take the following clearance methods.
1, clothing store promotion: one-price pile clearance
This method is suitable for the end of the season, many new models begin to increase, and many seasonal ones can't move basically. As for the timing, it is entirely related to the local climate and the time of changing seasons, and the owner can grasp it himself. The advantage of this activity is that all the goods that should be cleared have been cleared. As for how much you earn, don't work too hard. Think clearly about one thing, that is, if you miss the clearing season at the end of these seasons, maybe the next year will be a pile of garbage. Therefore, the first-line women's clothing still warns the shopkeeper to make your money alive. Pressing goods is not a skill, but realizing it is the magic weapon for your development.
2, clothing store promotion: ultra-low price batch clearance.
The advantage of this method is that under the condition that the prices of other clothes have not changed, you can focus on clearing some clothes with similar prices, you can set up a big cart, or you can set up a special area in the store. If the clearance is not good, the price and goods will be adjusted. If the customs clearance is good, the goods will be cleared in batches and stages. Of course, the price fluctuation of other clothes that can be sold during the clearance period should not be too big, because as long as it gives customers a sense of price difference.
3. Clothing store promotion activities: activities with full staff.
The first-line women's wear of this activity can be used at different times. I think it is necessary to publicize it in a big way, and we must use good news in the eye-catching position of the store. As for how much to send, it depends on the owner's own consideration. The main purpose is to buy a lot of goods. This activity can also be divided into two ways, one is to send a few pieces when it is full, and the other is to send them when the total price is full. But the point of this activity is not to make customers feel that what you sent is worthless, which may also make customers feel cheated. So think twice about what to send. Remember.
4. Promotion activities of clothing stores: different stores negotiate sales at different prices.
We can promote clearance at different prices at the end of the season. Specifically, it is to display and sell clothes with similar prices in different regions, and then price them uniformly. When selling, you can also use discount publicity. As for the grasp of the price, it can't be just right, it should be across the board, and good goods are not easy to go. As for the distribution of the price ladder, it is better for women to have different ladders, because customers can find clothes within their own consumption price range at a glance. To do this, it is necessary for shopkeepers to reasonably allocate the display and price range of clothing at different prices.
5, clothing store promotion: the whole store clothing discount sales.
Discounts are kept within the concept of "earning less", and customers can be attracted by the large posters of the goods store at the door of the store at the end of the season. There are many advertising slogans, such as X-discount for the whole audience, big clearance at the end of the season and discount. Of course, the proportion of this discount has to be decided by the owner himself. This discount method is suitable for shops with fixed prices. As for the bargaining clothing store, you can use one of the following methods.
Third, other clothing store promotions
1, clothing store promotion: weekend promotion
This kind of promotion is a must every week. There are generally several methods. One is to sell certain products at a discount on certain days, because the days when clothing stores are open are the two days on weekends. If you can have a group of loyal customers, you will patronize your store as long as there is one weekend. Although the products are discounted, the long-term benefits should not be underestimated. The other is that the special price is attractive. Every week, different products have different prices. In fact, the flow of people is limited in a short weekend. How to attract customers' desire and attention depends on the owner's activity method. Generally, we should pay attention to the freshness of activities, learn to create momentum and benefit customers.
2. Clothing store promotion activities: opening promotion.
Generally, opening promotions are discounted or available as soon as they are bought. Most importantly, promotion is also a grade, especially the big reward promotion for the first opening. Remember not to use the method of clearing goods to promote sales, and be sure to let customers know the style and grade positioning of your store. As the saying goes, the first impression is very important. Let customers know that the activities you do are preferential activities and benefit consumers.
3. Clothing store promotion: store celebration promotion.
This promotion should be more vigorous, such as giving each customer an appropriate discount or discount on the anniversary day, or giving each customer who enters the store for shopping some small commemorative gifts. This promotion is usually one day, and too much is not good. This day's sales can even be discounted. As for the choice of the date, don't be so honest in choosing the day to really celebrate, choose it on Sunday or during holidays, so that the effect of the activity will be brought into full play.