I. Introduction
According to our understanding and cognition of beverage market development and competition, as well as the market position and marketing operation direction of XX company's series products. Through in-depth communication and discussion with the general manager of XX Fu, our company has a comprehensive grasp of some advantages and disadvantages of the market operation of XX series products, which provides an accurate basis for the subsequent planning scheme.
Second, the marketing strategy and market operation analysis
1. Ask questions
After more than half a year's market operation, enterprises have also invested a lot in promotional activities, but they still have not formed a good market foundation, which makes the market introduction period of enterprises and products too long to open the market.
Through the diagnosis and analysis of our company's beverage market and its marketing positioning and operation, the main reasons are as follows:
A) positioning is not accurate enough
Judging from the target consumer group positioning of the products: judging from the efficacy of the three products now publicized, they belong to heat-clearing functional drinks with strong medicinal flavor. However, the company simply positioned them as 15-to-25-year-old target consumer groups and promoted them according to the traditional marketing strategy of ordinary tea drinks. However, the target consumer group of this product is 25-45 years old.
However, the positioning of the most basic target consumer groups in market operation is not accurate enough, and the results of all communication and promotion work behind it will get twice the result with half the effort! Things must be done right before they are done well.
B, in the marketing strategy, the core of marketing communication is not clear, which leads to all promotional activities being chaotic and random. From the perspective of communication, the effective arrival rate of information is almost zero. So the cost of communication cost a lot, but it is wasted. The implementation of terminal promotion is not in place, the management work such as supervision and assessment is not clear, and there is no standard for implementation.
C, the brand image appeal is messy, and there is no unified appeal communication. For example, after the logo positioning of enterprise visual system does not conform to the application principle of VI, it is easy to waste brand resources, which is not conducive to the unified communication and effective integration of product brands and enterprise brands.
D, the packaging of leading products is too close to the style of other brands, and there is no personality.
E, terminal promotion is not used well, resulting in poor sales potential and difficult to drive sales.
F, product structure needs to be adjusted. At present, the three products of enterprises can not solve the survival problem of enterprises in the short term, and their market share in market segments is not much, so the target consumer groups of such products are already very narrow. In addition, the financial strength of enterprises is limited, so it is also very important for enterprises to solve the current survival problems.
G. In terms of re-sales, the almost monopolistic sales barrier built by the market-strong enterprises after years of operation, the marketing operation ability, financial strength, market brand value and sales network of others are all challenges faced by XX Company.
H, from the general environment, the production barriers of tea drinks are not high, and other enterprises can easily enter. If enterprises can't establish base areas in a short time and form a certain market share in a certain regional market, then future enterprises will kill each other with other new enterprises in the low-end market.
2, enterprise market opportunities
Can I have a piece of the action? This is the voice of many market scavengers, and it is also the most concerned issue of XX Company!
1 market opportunities
The existence of huge market opportunities and risks makes many enterprises that want to enter the tea beverage market endlessly ask, can I have a piece of the action? How high is the market entry threshold? Although there is a high degree of monopoly and fierce market competition in China tea beverage market at present, it does not mean that new entrants have no room for survival and development.
From the macro market analysis, according to the per capita consumption, the per capita consumption of tea drinks in China was only 0.3kg in 2000. If compared with the annual consumption of 20-30kg in Japan, there is still more than 50 times room for growth of tea drinks in China. Even from the current per capita consumption of 10kg, the market capacity of tea drinks in China is at least130,000 tons. At present, the actual output of tea drinks in China is only 6.5438+0.85 million tons, and there is still room for market growth of 6.5438+0.65438+0.5 million tons. At present, the sales volume is only concentrated in key cities, and the rapid growth period is estimated to be at least three years.
Let's look at the market opportunities of new entrants through the barriers of production and sales.
● Production barriers
As far as we know, the direct cost of producing tea drinks is not high. The cost of a bottle of beverage is about 1 yuan. Although the price of tea drinks has been lowered by 6%-8%, the retail price can still be sold to 3 yuan. Therefore, for merchants, the production barriers of tea drinks are not high.
● Sales obstacles
Although the current tea beverage market has a high degree of monopoly, major tea beverage enterprises have made great efforts in advertising and high brand awareness, which has built a high market barriers for new entrants, which also reflects that China's tea beverage is still in the growth stage. At present, the success of major tea beverage enterprises in the market is due to their successful operation on the one hand, but also because they entered the market earlier and "ate quickly" on the other hand. For new entrants, they just need to find the right market. From the consumer's point of view, the tea beverage market has not reached as high brand loyalty as the cola market, and the taste of the product is the real selling point of the market.
● Location advantage
It is an important market opportunity for XX Company to exploit the Southeast Asian market by taking advantage of Guangxi's location connecting Southeast Asia. At the same time, it is also a strategic plan for the all-round development of the national market in the future.
● Technical advantages
XX company has advanced technology in production technology and its own production standards in the industry, which other companies do not have, laying a solid foundation for the high-tech brand of the enterprise.
Six, consumer characteristics and consumption habits analysis
1. Consumer characteristics
● Women are slightly higher than men. The survey shows that the proportion of women who drink drinks most often is higher than that of men, which is not unrelated to the fact that female consumers value the healthy and fashionable characteristics of tea drinks. In addition, drinking tea drinks without getting fat is one of the main reasons why women choose tea drinks more than men.
● Age: Young people are the main force. The survey shows that consumers aged 15-25 are the main target consumers of tea drinks, followed by consumers aged 26-35, accounting for 69.5% of the total, and become the main consumers of tea drinks.
2. Consumer spending habits
● Frequency of drinking: According to relevant survey data, most tea beverage consumers in Beijing, Shanghai, Guangzhou, Wuhan, Chengdu, Shenyang and Xi 'an are light consumers (drinking less than three times per month/kloc-0), accounting for 55.9% of consumers, while the proportion of heavy consumers (drinking every day) is only 6.8%. This shows that China tea beverage market still has great market development space.
● The most frequent occasions for drinking tea drinks: From the occasions for consumers to drink tea drinks, "when they are usually thirsty" is the most frequent occasion for consumers to drink tea drinks, accounting for 68.9% of the respondents, followed by when they go out/travel, and fewer consumers usually drink tea drinks.
Seven, integrated marketing strategy
In view of the current market situation and the present situation of XX Company, we should gain a firm foothold in this highly competitive market and develop steadily and continuously. Enterprises and products must be better planned, and marketing operation strategies need innovation. Only in this way can enterprises develop in this unfathomable and dangerous beverage market.
(A) the overall strategy
China functional tea beverage expert brand image with high-end brand positioning and high-tech brand connotation! Integrate media resources, implement brand first strategy, and fully display corporate brand personality.
(B) Talent strategy
Talent is the foundation of enterprise's survival. Can attract good talents, pay attention to fate, and the talents cultivated by their own enterprises are the real talents of enterprises.
Set up your own marketing team to fully explore the national market for enterprises, and even explore the entire Asian and world markets in the future, and cultivate and reserve talents.
It is necessary to hold professional knowledge training regularly and irregularly, and entrust the company's potential talents to cooperate with universities across the country.
If conditions permit, we can also try to recruit students jointly with colleges and universities to cultivate more talents for enterprises, which will also greatly promote the establishment of brands for enterprises.
(C) Marketing positioning
1, corporate brand positioning
Brand image of functional tea beverage experts in China
Enterprises enter the market as professional functional beverage experts. Cooperate with media communication, the company unifies clothes, work cards and sales personnel's file packages.
We must adhere to honest marketing, firm attitude and code of conduct to enter the market.
2. Market positioning
In view of the company's capital, manpower, network, operating experience and other resources, as well as the market status of the beverage market, the company will mainly be a happy market scavenger in the early stage of development in the next 1-3 years, adopt a follow-up strategy, stick close to market predators and gradually eat their market share.
The accumulation of resources is the foundation and key to the company's development and growth. Strive to solve the problem of survival and seek greater development.
3. Target consumer group positioning
The largest consumer group in the market 15-40-year-old young people are the first target consumer group in the new round of marketing promotion. Conducive to the establishment of corporate brands and product sales.
4, product strategic positioning
Improve XX series products, promote them with many varieties and tastes, and adjust the leading products according to the development of enterprises and the market maturity of products in different life cycles.
L leading products: this year, the products with extensive consumption base will be the leading products-XX double base.
XX is exciting. Adjust the sweet leaf tea to improve the sweetness of sweet leaf tea, and add jasmine essence or mint as a new variety (which can also be developed independently). Through the promotion of this product, it will promote the establishment of corporate brands and the sales of other products.
L product line: 1 1 variety 4 series.
Mainly-XX double-base tea, a mid-range product with wide consumer groups and large product market capacity, promotes the promotion of other series products. And develop high-end varieties for unique consumer groups such as women, successful people and children, and cooperate with enterprises to establish high-end brand image. In the process of growth, we constantly adjust the product structure and product types according to market demand.
1, dominant: XX exciting tea (jasmine fragrance)
2. Function type:
First, sweet leaf tea
B, burnt valley blue tea
C, kudingcha
3. Market collection:
First, grape juice
Guava juice
4, high-end series:
A, XX colorful honey tea: aimed at female white-collar workers, it has the functions of regulating endocrine, detoxifying and beautifying.
B, XX Naolale orange juice: an educational children's drink with amino acids added.
C, gift canned herbal tea series
1) Sweet leaf tea
B) burnt valley green tea
C) kudingcha
Product positioning
1, leading: XX stimulating tea
Specification: PET340ML and PET490ML for home use.
The orientation of packaging design: dynamic, passionate, fashionable and visually refreshing.
Price positioning: the highest retail price is 3 yuan, the wholesale price is 1.6 yuan, and the agency price is 1.2 yuan (tentative).
Objective: At present, the popular varieties of market consumption and their wide target consumer groups can effectively ensure the communication cost and the effective arrival of information. Through the promotion of this product, it can better improve the visibility and brand establishment for enterprises. At the same time, it can also bring economic benefits to enterprises as soon as possible, ensure the survival of enterprises and lay the foundation for the stable and sustainable development of enterprises in the future.
2. Core series:
First, sweet leaf tea
B, burnt valley blue tea
C, kudingcha
Specifications and packaging image shall be implemented according to the latest scheme adjusted by the company.
Price positioning: the highest retail price is 3 yuan, the wholesale price is 1.6 yuan, and the agency price is 1.2 yuan (tentative).
Objective: As the company's core series products, by readjusting the positioning of the target consumer groups, it will lay the foundation for the enterprise to establish functional beverage experts in the future.
3. Market collection:
First, XX grape juice
B, XX guava juice
The specifications and packaging image are close to those of similar products of Master Kong, Uni-President or Jianlibao, but they have the VI image of XX.
Price Positioning: The agency price and wholesale price are around 0.5 yuan/bottle, which is close to similar products of big brands (tentative).
Objective: As a supplement to enterprise products, make full use of the company's production equipment, manpower, sales channels and other resources to win more market opportunities for enterprises in the early stage of entrepreneurship.
4. High-end positioning
First, XX colorful honey tea
Specification: 250ML can
Image design: steady and generous
Price positioning: the highest retail price is 4 yuan, the wholesale price is 3 yuan, and the agency price is 2 yuan (tentative).
B, XX Bao Er
Specification: PET200ML
Packaging design: lovely and lively
Price positioning: the highest retail price is 3 yuan, the wholesale price is 1.6 yuan, and the agency price is 1.2 yuan (tentative).
Objective: As an extension of enterprise products, the above two products will make full use of such high-end products to establish the company's high-end brand image when the time is ripe.
C, XX high-end gift (gift box) cans
Sweet leaf tea
gynostemma pentaphyllum
kuding tea
Specification: 250ML can
Image design: pet design style based on XX.
Price positioning: the highest retail price is 4 yuan, the wholesale price is 3 yuan, and the agency price is 2 yuan (tentative).
Packaging design and specifications must innovate and break through around the brand positioning of enterprises, while maintaining the connotation of coordination with positioning. Only in this way can it be distinguished from other beverage predators and lay the foundation for the implementation of differentiated marketing in the future.
Nongfu Spring uses a bottle cap as a buying point for differentiated marketing. The slogan "Don't make noise in class" touched the hearts of millions of young consumers and became popular as a daily spoken language, making Yangshengtang among the top three in the pure water market. It can be seen that innovation is an important means for the sustained and steady development of enterprises, and it is also the only way to narrow the gap with various beverage predators.
At the same time, in order to occupy the terminal, there must be at least five products, so as to occupy more terminal display areas and form a stronger terminal visual impact.
4. Strategic positioning of channels
Take Guangxi as the center and gradually expand the market outside the region. Self-construction and agency go hand in hand and cooperate closely.
Taking Guangxi as a model market to develop in an all-round way and establish a solid strategic foundation, the local market share must enter the top 5. Gradually cultivate a stable sales network and accumulate rich working capital and human resources for the expansion outside the region.
At the initial stage of market launch, the company first set up a team to do a good job in sales and terminal image display in the big shopping field, looking for powerful dealers to develop individual stores in various markets, making full use of the channels and distribution capabilities of wholesalers and establishing good sales cooperation relations with them; Gradually develop and train wholesalers with potential or channels, financial strength and distribution ability to be regional sales agents.
At the same time, sales terminals and image display platforms are established in restaurants, hotels, bars, KTV entertainment centers, railway stations (trains) and other places that can directly contact consumers' consumption.
The sales channels of high-end series products in individual shops are not mainly sales promotion, but mainly large and medium-sized buying markets. At the same time, organize teams to carry out group buying market, and spread and sell to enterprises, institutions and government departments.
5. Promotion strategy positioning
Brand first is the main strategy, and all the promotion activities and communication forms of products are centered on corporate brand communication. (Corporate brand communication strategy shall be formulated separately)
Terminal DM posters, TV media, newspaper print advertisements, bus body advertisements, train trunk advertisements, news event marketing, SP activities and other communication tools and means are implemented in different life cycles.
(D) Marketing promotion strategy
XX is exciting
L core slogan: healthy drinking
Slogan: exciting, cool!
Slogan: Taste, excitement, unparalleled!
Slogan: Go! A cool summer!
Promotion principle: ensure the effectiveness and consistency of all promotion activities.
L communication positioning:
Taking the news event marketing communication as the main line, we will implement terminal point-of-sale advertisements, TV media, newspaper print advertisements, bus body advertisements, train body advertisements, SP activities and other communication tools and means in different life cycles.
1, channel promotion
L dealer's promotion strategy
Leading idea: As the brand value of XX beverage series is not high, it entered the market late, and the timeliness is not significant enough and the risk is high under the condition of limited marketing resources, so it is decided to cooperate with the distributor to facilitate the distributor to use the distributor's funds and inventory to bring the products to the market, as follows:
Prelude to the event-Dealer Association
This activity belongs to psychological attack. Nominally invite powerful wholesalers and big shopping malls to discuss development plans with enterprises. In fact, we launch new products through a party to attract wholesalers to join our XX team. At the event site, there are new products piled up, TVC advertisements are constantly played, product function descriptions are scrolled on the big screen, and inspiring speeches and blueprints are also needed to describe them to wholesalers, thus slowly encouraging dealers to purchase goods.
Staged Rapid Marketing Strategy-Graded Promotion
Beverage is a product with lower gross profit margin compared with other commodities, and its consumers are not loyal, so smooth sales channels and relatively stable market prices are very beneficial to the sales of the products themselves. Manufacturers also take stable market prices as the premise of carrying out various activities, while the premise of promotion is to divide dealers into three or six categories and give different profits to each box according to sales performance. In this way, if customers with strong sales ability and abundant funds want to get high profits, they must make use of the price difference to set a suitable delivery price for their own sales. In this way, the market price is bound to be chaotic, and the inconsistency of prices will make the retailer's consignee suspicious and doubt the manufacturer's price and sales strategy, which is extremely unfavorable to the manufacturer's market promotion activities.
Initial stage of goods distribution: in the specified initial stage of market, it is 300 boxes, 500 boxes and 1 000 boxes respectively. Different awards are 0.7 yuan/box, 1 yuan/box and 1.5 yuan/box, mainly considering that the popularity of new products will spread from urban areas to other places, and small customers should be taken care of extensively in the initial stage of market.
Mid-term distribution period: about 2 months after listing, the grades are 1000 boxes, 2,000 boxes and 3,000 boxes respectively, and the different rewards are 1 yuan/box, 1.5 yuan/box and 2 yuan/box; At present, the new products have been well received in the urban areas and spread to other cities. It is necessary to improve the level and take care of the interests of China customers. However, for small customers, it is necessary to invest most of their energy or give up the sales specialization of other brands in order to successfully achieve the desired rebate.
The third stage-regional sales competition will be held about 5 months after listing: regional sales competition will be held according to the sales situation in each region, and the finalists' qualifications and reward amount will be set. The inducement of high bonus will greatly arouse the enthusiasm of customers, let customers hoard a lot of goods and occupy customers' inventory and funds as much as possible.
L retail store
Guiding ideology: improve the distribution rate as much as possible, improve the owner's first push for our products, and squeeze other similar products in special channels, as follows:
1) Sales cashback: For retail stores, each box can be cashed back to 3 yuan, which is a common promotion policy for drinks.
2) Exhibition reward: for every 2 bottles of high-end products that meet the reward conditions, other beverage series 1 bottle will be presented.
3) In addition, we will cooperate closely with the railway station, give preferential conditions, advertise in the carriages of Guangxi series intercity trains, and reach an agreement with the station or train. All tea drinks and juice drinks on the train can only sell XX products.
Wholesale market stalls
Leading ideology: expand the momentum and improve the distribution rate and exposure rate of products in the wholesale market, as follows:
Market approval campaign, the main wholesale market entered Huaxi Road wholesale market to carry out the campaign, mainly using performance teams such as gongs and drums teams to cooperate with banners, DM orders and on-site "lucky action" activities to drive momentum.
Award-winning exhibition in batch market: each batch market booth displays 15 boxes of leading varieties for one month. If they pass the inspection and spot check, they will be rewarded with two boxes. This measure is also to improve the distribution rate of products in the wholesale market and attract the attention of people with purchasing needs.
L consumer promotion
Leading ideology: through consumer promotion activities, enhance the taste acceptance and popularity of products and expand consumer groups. The activity runs through the annual sales season and is held continuously on holidays.
Box-cutting exhibition in large shopping malls: large shopping malls carry out box-cutting exhibition activities to increase product exposure. The theme board placed during the on-site activities can also be promotional items such as Yi Labao, which must be very eye-catching; Plus advertising products and RD broadcasting, to improve the promotion and influence of the crowd; Secondly, the way of "XX drink series invites you to participate in the game" is adopted to attract consumers to participate in the on-site activities with "treasure hunt game" and "ring game", and the gathered popularity is used to achieve the promotion effect.
Participate in some activities aimed at successful people and white-collar elites, such as auto shows and concerts to fully display the image of enterprises and products.
2. Marketing communication
Strategy: Take an event marketing as the main line and promote it through mainstream media such as TV, newspapers and radio. The terminal sells some advertisements, outdoor road signs, car bodies and carriages for reinforcement, creating a strong regret effect at the fastest speed and enhancing the visibility of enterprises and products.
Specific implementation: activities to be determined
If the enterprise cooperates with Uni-President, it will be a great event in the beverage industry. An activity with the theme of "XX-the unified choice of beverage predators" will promote the establishment of XX enterprises and product brands in the world.
1. TV advertisement
Shoot and make major product advertisements (30 seconds, 15 seconds, 5 seconds) and corporate image films (10 minutes, 3 minutes, 1 minute).
Television advertisements put in image advertisements and strive to cover the largest area with the help of provincial and municipal television stations.
In the first stage, high frequency is put in for 2 months.
In the second stage, programs with high ratings and strong target consumers can be named, such as Fashion China of Guangxi Satellite TV Channel, raiders of the lost ark of Guangxi Cultural and Sports Channel or some national large-scale programs.
Consumer goods, especially beverage series, are purchased randomly, and their brand loyalty is different from other products. Therefore, before putting on TV advertisements, we should organize assistant business representatives to form a small team, and improve the distribution rate of retail stores through centralized distribution, so that the distribution rate of XX beverage series can reach more than 75%. On the basis of this market, launching TV advertisements will facilitate consumers who see advertisements to buy products required by advertisements.
Sell some advertisements
Point-of-sale advertising is communication, which runs through the whole introduction period of new products. 4K posters, flags and banners are posted and hung in retail outlets and market stalls, and the standard posting position is adopted when posting, which has strong visual impact and enhances the brand image of the company. In addition, in order to cooperate with the promotion activities of shopping malls, DM, posters, tags and bookmarks with related themes are also made to increase the promotion effect.
3. Radio
Mainly for the core product series, select the music stations with high listening rate within the jurisdiction to put their music programs.
4. Outdoor advertising
As a supplement to TV and newspaper media, it mainly displays images and product brand tips to make up for the shortcomings of TV advertisements and newspapers, and uses bus advertisements, street sign advertisements and train car advertisements to reinforce them.
5.SP activities
As one of the main communication tools, it will run through the whole enterprise image display and all product sales stages, and fully display the brand image of enterprises and products by using the strong interactive characteristics of SP activities.
For the promotion activities during the peak consumption period of key holidays, large-scale publicity and promotion activities will be held in areas and sales places with large traffic and concentrated population.
For example:
The first half of the Mid-Autumn Festival in August of the lunar calendar 15 is the peak season for mooncake sales, and it is also the best time for our functional series sales. Organize to set up a sales activity site at the moon cake sales point designated by the government to promote product sales by displaying the image of the activity.
The specific time schedule is abbreviated.
6. Print advertisements.
According to the promotion process and the personality of the main products, design and make consistent, continuous and standardized plane newspaper (publication) signs, outdoor high pole signs, road signs, terminal display signs, taxi (bus) posting signs, etc.
7. Soft advertising
Write "XX Wonderful Series of Soft Advertisements" 10, and cooperate with hard advertisements, community promotion and terminal store promotion activities. Functional products, such as Gynostemma pentaphyllum and Ilex kudingcha, can be written in the name of food health experts (health education society) and published in the health special edition of mass media. If necessary, additional quantities can be printed and directly put into households. Create a healthy storm of Gynostemma pentaphyllum, expand product visibility and drive terminal sales.