Part one: Market analysis.
First, the marketing environment analysis
(1) Overview of Beverage Market
1, market size
The scale of the beverage market is increasing, the number of beverages consumed by consumers has increased in the last two years, and the capacity of the beverage market is expanding. The market prospect of the whole beverage industry is promising. According to relevant data, during the golden growth period of the beverage market in 1999-2002, the growth trend of old bottled water and carbonated water beverages became weaker and weaker, which had been negative for two consecutive years. The growth rate of new functional drinks and tea drinks has stabilized in the past two years, and it has risen steadily; The most obvious increase is fruit juice drinks.
2. Market composition
There are four categories in the beverage market: carbonated drinks, bottled drinking water, tea drinks and juice drinks.
3. Market hotspots
Functional drinks will sell well in the beverage market. With the continuous improvement of the living standards of urban residents in China, people are worried about drinks. The demand for fees has also changed significantly. Drinking drinks is no longer just for quenching thirst, but it is hoped that drinks can provide some additional health-care functions, such as reducing fire, beautifying, supplementing essential trace elements and keeping fit. Drinks with specific functions will become an important topic in the beverage industry in the future. Sub-market.
(B), a summary of the analysis of the marketing environment
1, disadvantages and threats
(1). The biggest threats and challenges are mainly the encroachment of multinational beverage brands and the homogenization competition among local beverage brands. The homogenization competition situation is not only manifested in the homogenization of products, but also in the homogenization of brand image created by advertisements, which can not effectively form brand personality and realize market segmentation.
(2) Fierce brand competition, centralized brand consumption and lagging business philosophy have become the "bottlenecks" restricting the development of enterprises.
(3) Brand concentration: mixed juice is the highest, and water/tea beverage is the lowest;
(4) Most of the local beverage enterprises in China are scattered and the scale is generally small; There are many regional beverage brands, and only a handful of brand-name products are truly influential in the national beverage market.
2. Advantages and opportunities
(1), local beverage enterprises have begun to take shape and won the favor of consumers with their well-known brands.
(2) The diversification of consumer demand provides a broad market space for the development of new beverage products.
With the progress of society and the continuous improvement of living standards, consumers begin to pay more attention to self-development, which is mainly manifested in higher-level psychological needs such as nutritional components, natural health, environmental protection and fashion taste of beverage products.
(3), increasingly subdivided? Cost groups provide opportunities for beverage enterprises to carry out target marketing.
Different beverage groups have different beverage consumption needs, and these differences are manifested in various fields where consumers are exposed to products and information, such as taste, brand, price, packaging, promotion, advertising style and so on. The highly subdivided market provides unlimited space for beverage enterprises to expand their markets.
(4) The regional differences in market penetration of beverage enterprises create space for their strategy of avoiding reality and avoiding emptiness.
According to the market share of each brand, beverage enterprises can conduct market penetration and key attacks on areas where competitive enterprises rarely enter and have not yet formed leading brands, that is, concentrate superior forces to surround competitive brands. At the same time, there are some differences in the consumption habits and tastes of beverages in different regions, and beverage enterprises should also pay attention to this.
3. Key issues
Reflect the unique value of Red Wang Laoji, and establish advanced brand management concept and standardized operation mode.
Second, consumer analysis.
1, overall consumption of consumers
(1), is there 1/4? Consumers said that the number of drinks consumed in the last two years remained basically the same, and only a few consumers reduced the number of drinks consumed in the last two years, indicating that there was nearly 1/2? The number of drinks consumed by consumers is increasing, and the capacity of the beverage market is expanding, so the market prospect of the whole beverage industry is promising.
(2) According to market research and analysis, is it ok to drink functional drinks? There are more and more users, but how about drinking carbonated drinks and water drinks? The number of users will gradually decrease.
2, consumer behavior analysis
Among many factors affecting beverage purchase, "good taste" ranks the highest, accounting for more than 50%. It can be seen that taste is the most important factor affecting the purchase of consumer groups. Secondly, the influence of price can not be ignored, and it is listed as the second largest factor affecting purchase. At the same time, brand awareness, shelf life and convenience of purchase have become more important factors when people buy. In addition, the influence of advertising is also very important, and packaging is also attractive to buy.
Third, product analysis.
1, analysis of existing beverage products
Disadvantages of existing beverage products:
Investigation shows that the shortcomings of existing beverage products are as follows: 1. There are too many products to distinguish between good and bad; 2. Too strong project planning and too little personality; 3 brand disorder; 4. Lack of nutrition; 5. Too many carbonated drinks; 6. There are few drinks to supplement physical strength; 7. Single function.
2, product life cycle analysis
Various beverage types are at different stages of the market, and the market space and expansion strategies are also very different. Carbonated drinks have entered the mature stage of products, and the brand concentration is very high. Enterprises can achieve efficiency growth by expanding distribution channels and market coverage. Both fruit juice drinks and tea drinks are still in the product growth stage, and the market space is still very large. At present, the consumption of tea drinks in many places is still in the cultivation period, and I believe the market prospect is very broad. At the same time, some emerging beverage types, such as health care and sports functional drinks, are also expected to become economic growth points of the beverage industry. At present, there is no main product of this kind of beverage on the market, and the consumer demand also shows an obvious growth trend.
3. Brand analysis of products
The brand pattern is increasingly diversified. Foreign brands are mainly Coca-Cola and Pepsi-Cola, while domestic brands are mainly Wahaha, Master Kong and Uni-President. Take tea drinks as an example. After Master Kong and reunification, Wahaha and many second-tier brands still benefited from the mainstream tide. Carbonated drinks and mixed juice have the highest brand concentration, while water/tea drinks have the lowest.
Fourthly, the analysis of enterprise competition.
1, the position of enterprises in the competition
Jiaduobao Group is a large professional beverage manufacturer headquartered in Hong Kong. 1995 introduced the first red canned "Wang Lao Ji", 1999 set up a production base in Chang 'an Town, Dongguan City, Guangdong Province, China in the form of foreign capital. After obtaining the brand management right of "Wang Lao Ji", how about its red Wang Lao Ji drink? Sales performance has been in a tepid state for six or seven consecutive years.
2, the enterprise's competitors
Domestic competitors: Wahaha, Master Kong, Uni-President, Huang Zhenlong Herbal Tea, etc.
Foreign competitors: Coca-Cola Pepsi, etc.
3. Comparison between enterprises and competitors
Opportunities and threats
Opportunity: In the study of consumers' views on competitors, it is found that the direct competitors of Red Wang Laoji, such as chrysanthemum tea and refreshing tea, only penetrate the market at low prices because of the lack of brand promotion, and do not occupy the position of "anti-fire" drinks. Coke, tea drinks, juice drinks, water, etc. Obviously, it does not have the function of "preventing getting angry" and is only an indirect competitor.
Threat: Outside Guangdong and Guangxi, people don't have the concept of herbal tea, let alone in the mainland? Users' demand for "reducing fire" has been filled, mostly by taking drugs such as Niuhuang Jiedu tablets. It is difficult to make herbal tea, and it is also dangerous to make drinks. From the perspective of the whole beverage industry, carbonated drinks represented by Coca-Cola and Pepsi-Cola, tea drinks and juice drinks represented by Master Kong and Uni-President are in an unshakable market leading position.
merits and demerits
Advantages: Among many old-fashioned herbal teas, Wang Laoji is the most famous. Wang Lao Ji herbal tea was invented in the Qing Dynasty, and it has been 175 years. It is recognized as the ancestor of herbal tea and is known as the "king of medicinal tea" in India. In modern times, Wang Laoji herbal tea has spread all over the world with the footprints of China people.
Disadvantages: Wang Lao Ji is tired of brand names, and as a drink that can be drunk frequently, it cannot be accepted by Cantonese people. In Zhen 'an, another major sales area, consumers compare "Red Wang Lao Ji" with drinks such as Master Kong tea and Wangzai milk. As a local best-selling product, enterprises are worried that the red Wang Laoji may become a fashion.
Main problem points
The core problem of Wang Laoji is that there is no brand positioning.
Part II: Problem diagnosis and target market selection.
Firstly, the part of enterprise problem diagnosis.
1, analysis and evaluation of the original market views of enterprises
After Guangdong Jiaduobao Beverage Co., Ltd. obtained the brand management right of "Wang Lao Ji", what is the situation of its red Wang Lao Ji beverage? Sales performance has been in a tepid state for six or seven consecutive years. Enterprises hope to change the status quo by promoting sales through advertising. In this case, this practice of enterprises belongs to a short-sighted strategy.
2, the main problems existing in enterprise marketing
(1), existing consumers are confused about it;
(2) It is impossible to leave Guangdong and Zhejiang, and consumers in other places have cognitive difficulties in herbal tea;
(3) The concept of corporate propaganda is vague.
3. The main reason of the problem.
Enterprises have no clear brand positioning.
Second, the marketing objectives
1, strategic goal
Red Wang Lao Ji is a "functional drink", and the real motivation for buying red Wang Lao Ji is to "prevent getting angry"; Brand positioning-"drinking to prevent getting angry", its unique value lies in that drinking red Wang Laoji can prevent getting angry and let consumers enjoy life without worry.
2. Marketing objectives
Red Wang Lao Ji competes in the "beverage" industry, and the competitors should be other beverages; Select five scenes that consumers think are most prone to get angry in daily life: eating hot pot, watching football games all night, eating fried food and chips, barbecuing and bathing in the summer sun, and carry out publicity and sales, especially opening up catering places to create the flagship image of many restaurants.
3. Financial objectives
Expand consumer demand and quickly pull products? Sell.
Third, the target market strategy
1, market segmentation
Carbonated drinks: represented by Coca Cola and Pepsi Cola;
Tea drinks and juice drinks: represented by Master Kong, Uni-President and Huiyuan;
Functional drinks: represented by chrysanthemum tea and refreshing tea;
2. Target market selection
The product of an enterprise belongs to the beverage industry, and its direct competition industry is "functional beverage".
3. Target market strategy
Red Wang Lao Ji conforms to the cognition of existing consumers and does not conflict.
Red Wang Laoji is a functional drink, and the real motivation for buying red Wang Laoji is to "prevent getting angry".
Part III: Market Positioning and Marketing Creativity
First, the market positioning strategy
1. Analysis and evaluation of previous market positioning
In the past, the positioning was unclear, which was manifested in the following aspects:
(1), I don't know whether to sell "herbal tea" or "drinks";
(2) You can't leave Guangdong and Zhejiang. Outside Guangdong and Guangxi, people don't have the concept of herbal tea, and Red Wang Laoji can't clearly distinguish it from competitors, which leads to the product can't walk out of the shadow of a strong country in the beverage industry, which makes Red Wang Laoji face an extremely embarrassing situation: it can't stick to the two places and can't be promoted nationwide;
(3) The concept of corporate propaganda is vague, which cannot reflect the unique value of Wang Laoji.
2. Market creativity and positioning
The brand has been repositioned as "a drink to prevent getting angry", and its competitors are other drinks. These products should compete in the "beverage" industry. Its own unique value lies in that drinking red Wang Laoji can prevent getting angry and let consumers enjoy life carefree (stir-frying, spicy, barbecue, watching football all night ...).
3. Market positioning strategy
(1), out of Guangdong and Zhejiang. Because "getting angry" is a broad concept of traditional Chinese medicine, it is no longer limited to Guangdong and Guangxi like "herbal tea", which completely clears the way for Wang Laoji to go to the whole country.
(2), forming a unique partition. The brand positioning of "anti-anger beverage" is accurate and novel, which combines the dual identity of the product completely and organically. So that products can be effectively distinguished from competitors. KFC has identified Wang Laoji as a special product in China and a drink sold in its restaurants.
(3) Turn the disadvantages of products into advantages. 1. The faint taste of traditional Chinese medicine has been successfully transformed into a powerful support for "preventing excessive internal heat"; ② The retail price in 3.5 yuan is no longer "unattainable" because of its "fire prevention function"; (3) The brand name and long history of "Wang Lao Ji" have become the best proof to prevent getting angry.
(4) It is conducive to the cooperation between Jiaduobao enterprises and domestic Wang Laoji Pharmaceutical.
Second, the market creative strategy
1, creative composition and main points
(1), the TV advertisement selects five scenes that consumers think are most prone to get angry in daily life: eating hot pot, watching football all night, eating fried food and chips, barbecuing and bathing in the summer sun, where people rot? At the same time of the above activities, they drank the red Wang Lao Ji one after another.
(2) Combined with fashionable and dynamic advertising songs, we repeatedly sang "Don't be afraid of anything, enjoy life to the fullest, be afraid of getting angry and drink Wang Laoji", which prompted consumers to naturally associate with the red Wang Laoji when eating hot pot and barbecue, thus triggering purchases.
(3) The publicity mainly highlights that Wang Laoji is a "drink to prevent getting angry", and its unique value lies in that drinking red Wang Laoji can prevent getting angry and let consumers enjoy life without worry.
2. Creative application and interpretation
Mainly use advertising communication, including CCTV and local strong media, but also pay attention to the development of various publicity channels.
It is clear what position the brand should occupy in the hearts of consumers. The next important task is to promote the brand, let it really enter people's hearts, and let everyone know the positioning of the brand, so as to influence consumers' purchasing decisions persistently and powerfully.
From the very beginning, Wang Lao-ji's TV media selection was mainly based on CCTV covering the whole country, and combined with the local strong media in the original sales area (Guangdong and Zhejiang), in just a few months in 2003, he invested more than 40 million yuan in one fell swoop, and the sales volume increased rapidly. In June of the same year, 1 1, the enterprise pursued the victory, and then spent huge sums of money to buy the golden advertising time of CCTV in 2004. It is this stormy release that ensures that the red Wang Laoji will quickly enter people's minds in a short time, leaving a deep impression on people and quickly spreading throughout the country.
In the ground promotion, in addition to the traditional POP advertisements and the development of new catering channels, a large number of terminal materials have been designed and arranged for catering channels, such as electronic display screens, lanterns and other practical items that catering places are willing to accept and give away for free. In the choice of communication content, we should fully consider that terminal advertisements should directly stimulate consumers' desire to buy, take product packaging as the main visual element, and focus on promoting the message: "Fear of getting angry, drink Wang Laoji." Is the dining place all right? On-the-spot tips are the most effective cooperation with TV advertisements. It is this targeted promotion that makes consumers have a stronger and more intuitive understanding of "what" and "what's the use" of Wang Laoji. At present, the catering channel has become one of the important sales and communication channels for Wang Laoji.
Part IV: Marketing mix strategy.
I. Product strategy
Wang Laoji's products are positioned as functional drinks, and Wang Laoji's role is to "prevent getting angry", avoiding the direct competition between red Wang Laoji and carbonated drinks represented by Coca-Cola and Pepsi, tea drinks and juice drinks represented by Master Kong and Uni-President, forming a unique division. Comparatively speaking, Wang Lao Ji's identity as the "ancestor of herbal tea", mysterious Chinese herbal medicine formula, 175 years of history and so on. Moreover, Wang Laoji's direct competitors, such as chrysanthemum tea and refreshing tea, only penetrated the market at a low price because of insufficient brand promotion, and did not occupy the position of "anti-fire" drinks.
Second, brand strategy.
Brand positioning-"drinking to prevent getting angry" has its unique value-drinking red Wang Laoji can prevent getting angry and let consumers enjoy life without worry: frying, spicy, barbecue and watching football all night. ...
Red Wang Lao Ji conforms to the cognition of existing consumers and does not conflict.
"Creating new categories" is always the first choice for brand positioning. If a brand can position itself as a different choice from a strong competitor, its advertisement only needs to convey new category information, and the effect is often amazing. As the first memory drink to prevent getting angry, Red Wang Laoji was introduced to the market, which made people know and accept this new drink. In the end, Wang Lao Ji became a representative of drinks to prevent getting angry. With the growth of categories, the natural benefits are the greatest.
Third, pricing strategy.
After Wang Laoji's successful product positioning and brand positioning, the retail price in 3.5 yuan is no longer "unattainable" because of the function of preventing getting angry.
Fourth, communication strategies.
Formulated the promotion theme of "afraid of getting angry and drinking Wang Laoji", trying to highlight the nature of red Wang Laoji as a drink in communication.
In the first stage of the advertisement, Red Wang Laoji appeared in a relaxed, cheerful and healthy image, emphasizing positive publicity and avoiding negative demands for the right medicine, thus distinguishing Red Wang Laoji from "traditional herbal tea".
In order to better arouse consumers' needs, TV advertisements choose five scenes that consumers think are most prone to get angry in daily life: eating hot pot, watching football games all night, eating fried food and chips, barbecuing, and taking a bath in the summer sun. In the picture, people are enjoying the above activities happily and drinking Wang Lao Ji in succession. Combined with fashionable and dynamic advertising songs, we repeatedly sang "Don't be afraid of anything, enjoy life to the fullest, and be afraid of getting angry and drinking Wang Laoji", prompting consumers to naturally associate with the red Wang Laoji when eating hot pot and barbecue, so as to buy.
Verb (abbreviation of verb) channel strategy
From the beginning, the TV media selection of Hong Wang Lao Ji was mainly based on CCTV covering the whole country, combined with the local strong media in the original sales area (Guangdong and Zhejiang).
In the promotion activities for middlemen, in addition to continuing to consolidate the traditional "Jiaduobao Sales Elite Club", Jiaduobao also fully considered how to strengthen the development and control of catering channels, implemented the "hot pot restaurant market" and "cooperative hotels" plans, selected major hot pot restaurants and restaurants as "Wang Laoji sincere cooperative stores" and invested funds to carry out holiday promotion activities with them. Red Wang Laoji quickly entered the catering channel and became the main recommended drink. At the same time, Jiaduobao can arrange a variety of practical and effective terminal materials according to the characteristics of the site. While increasing sales, catering channels have become an important place for advertising communication.
Sixth, the relationship strategy.
1, handle the relationship with mainland Wang Laoji Pharmaceutical.
It is precisely because the positioning of Red Wang Laoji is a functional beverage, which is different from the "medicine" and "herbal tea" of Wang Laoji Pharmaceutical, so it can better promote the cooperation between the two companies to create the "Wang Laoji" brand. At present, the two companies jointly funded a TV series about the medical practice of the founder of Wang Laoji-Medicine Wang Man Laoji.
2. Handle the relationship with consumers.
In frequent promotional activities, we also pay attention to the theme of "afraid of getting angry and drinking Wang Laoji". For example, in the latest promotion, Jiaduobao held "Inflammation? In summer, Wang Laoji, Green Mountain and Ren Woxing "scratch card activities. Consumers scratch "inflammation"? In Europe, you can get two tickets to a local summer resort and stay there for 2 days for free. This kind of promotion not only achieved the purpose of instant promotion, but also strongly supported and consolidated the brand positioning of "drinking to prevent getting angry".
3. Handle the relationship with middlemen.
At the same time, in the promotion activities for middlemen, in addition to continuing to consolidate the traditional "Jiaduobao Sales Elite Club", Jiaduobao also fully considered how to strengthen the development and control of catering channels, carried out the "hot pot restaurant market" and "cooperative hotels" plans, selected major hot pot restaurants and restaurants as "Wang Laoji sincere cooperative stores" and invested funds to carry out holiday promotion activities with them. Because of the benefits provided to merchants, Wang Laoji quickly entered the catering channel and became the main recommended drink. At the same time, Jiaduobao can arrange a variety of practical and effective terminal materials according to the characteristics of the site. While increasing sales, catering channels have become an important place for advertising communication.
Part V: Marketing plan and implementation.
First, the marketing objectives
Rebuild the brand image of Red Wang Laoji, highlight the unique value of Red Wang Laoji, and establish a unique and long-term positioning for the brand-truly establish the brand.
Second, the time of marketing activities.
1, the start time of each target market is 2003.
2. The duration of marketing activities from 2003 to 2004.
3. The marketing activity ended in 2004.
Third, the marketing activity plan
1, Theme Activity Plan
Mainly through advertising for positive communication.
In terms of TV media, CCTV, which covers the whole country, is mainly locked in, and it is planned to invest more than 40 million yuan in 2003 in combination with the local strong media in the original sales areas (Guangdong and Zhejiang). In the same year, it is planned to buy CCTV's golden advertising time in 2004 at a huge sum of money in June 5438+065438+ 10.
In the ground promotion, in addition to traditional POP advertisements, with the development of new catering channels, a large number of terminal materials have been designed and arranged for catering channels, such as electronic display screens, lanterns and other practical items that catering places are willing to accept and give away for free. In the choice of communication content, product packaging is regarded as the main visual element of advertising copy and planning, and the message of "I am afraid of getting angry and drinking Wang Laoji" is conveyed centrally. Is the dining place all right? On-the-spot tips, with TV commercials.
2. Derived activity plan
Mainly around the theme of "afraid of getting angry and drinking Wang Laoji", various promotional activities were carried out.
The company is going to hold an "inflammatory meeting"? Summer Wang Laoji, Green Water and Green Mountain and Ren Woxing "scratch card activity. Consumers scratch "inflammation"? With the words "Summer Wang Laoji", you can get two tickets for the local summer resort and stay in the local resort for 2 days free.
At the same time, in the promotion activities for middlemen, the company should not only continue to consolidate the traditional "Jiaduobao Sales Elite Club", but also carry out the plans of "Hot Pot Restaurant Market" and "Cooperative Hotel", select the main hot pot restaurant as "Wang Laoji Sincere Cooperation Store" and invest funds to carry out holiday promotion activities.
Fourth, the marketing expenses budget
Specific cost management:
1. expense budget: Wang Lao Ji's marketing expenses are budgeted, and every quarter's promotion activities have corresponding expenses, including consumer promotion, channel promotion and terminal image. Consumption promotion includes national brand promotion activities, free drinks promotion, shopping mall gifts, public welfare activities sponsorship and community promotion. Channel promotion includes terminal (wholesale) display, terminal (wholesale) expansion, wholesale promotion, supermarket promotion, group purchase, boutique attack and so on. Terminal image includes terminal image packaging, dealer body advertisement, etc. Cost breakdown, activities should be carried out every month.
2. Use of expenses: Wang Laoji's expenses are very flexible. Directors of all regions, offices and liaison stations can make supermarket opening plans according to their own market conditions, which must be used up. Like other companies, they all follow the process of "proposal-approval-execution-verification".
3. Planning expenses: the advertising expenses in 2003 were 40 million RMB; In 2004, advertising reached 1 100 million.
4. Total cost: over10.40 billion RMB.
Verb (abbreviation of verb) effect prediction and monitoring of marketing activities
1, marketing effect forecast
Quickly upgrade enterprise products through marketing activities? Quantity, realize the huge profits of enterprises, form a new brand image, help to expand their own markets nationwide, and finally realize their own brand positioning.
2. Monitoring of marketing effect
Red Wang Laoji in 2003? Sales increased nearly fourfold year-on-year, from 65.438+0 billion yuan in 2002 to 600 million yuan, rushing out of Guangdong with lightning speed. In 2004, despite the continuous expansion of production capacity, demand was still in short supply and orders poured in like snowflakes. The annual sales exceed 654.38 billion yuan. At the same time, KFC, a subsidiary of PepsiCo, has identified Wang Laoji as a special product of China, which is the only China brand in Chinese mainland to enter KFC chain stores.
In 2002, the annual sales of Wang Lao Ji's beverages was 65.438+0.8 billion yuan;
In 2003, the annual sales of Wang Laoji beverages was 600 million yuan;
In 2004, the annual sales of Wang Lao Ji's beverages was nearly 654.38+0.5 billion yuan;
Generally speaking, the marketing activity has achieved the effect of marketing planning within the predicted range, and it is a successful marketing planning activity.
Reference weapon? ：
Zhang Xu, case author of Clearance Sale.
Analysis of category pattern of beverage market and future competition theme, Chen Faxin, March 3, 20061
Cited websites: