Advertising plan of a milk brand
I. Enterprise and Overall Market Analysis Guangzhou Fengxing Milk Co., Ltd. was established in July of 20XX, and belongs to Guangzhou Fengxing Development Group Co., Ltd., which is a large state-owned holding enterprise integrating dairy farming, dairy processing and sales. Fengxing is the first designated manufacturer of milk for students in China province, with more than 60 varieties of pasteurized milk, yogurt, fancy milk and condensed milk. Products are not only sold well in Guangdong Province, but also exported to Hong Kong and Macao. Is one of the dairy enterprises in South China.
Second, the market analysis
1) market background
1. Modern dairy products are an important pillar of the food industry and one of the high-growth industries in China, which has great development potential in China. By 20XX, the per capita milk consumption in China has reached more than 25kg.
2. The proportion of milk consumption in China residents' consumption expenditure has steadily increased.
3. The age structure of milk consumers has changed, and the consumption pattern of milk tends to be diversified. Dairy products require convenient eating.
There are many kinds of dairy products. Not only ordinary milk, but also fruit-flavored milk, yogurt and other products.
Guangdong people's demand for dairy products has been on the rise.
2) Product information
Milk is rich in nutrients and minerals. Milk is the source of calcium in human body, and the ratio of calcium to phosphorus is very suitable, which is beneficial to the absorption of calcium. Product types: more than 60 varieties such as pasteurized milk, yogurt, fancy milk and condensed milk. There are many kinds of services to meet the different needs of consumers. Major school milk brands.
3) Competition situation
1. Beverage giant Master Kong and Uni-President are considering starting the dairy project.
2. Well-known enterprises such as Yili and Mengniu have large scale of competition, low price and strong flavor.
3. Domestic milk sources are small and scattered, so it is difficult to manage them in a unified way.
4. Foreign brands enter the domestic market
Third, enterprise analysis.
As a large-scale milk production enterprise in Guangdong, Fengxing has top talents and imported international advanced journalists, and its high technology, localization and influence on students have been deeply rooted in the hearts of the people. Its positioning is mass consumer goods.
Fourth, product analysis.
1) The individual connotation of the product
With the rapid development of Guangdong economy, people pay more attention to the balanced intake of nutrition. The consumption of dairy products in Guangdong is gradually expanding, and now it has formed a large-scale consumer market.
2) the spiritual meaning of the product
The high calcium and nutrition of milk will become the basic requirement for modern people to pursue a healthy and high-quality life. Become a sense of superiority leading fashion and a sense of satisfaction enjoying high-quality life.
3) Product advantages
1. Fengxing is a thoroughbred dairy farm in South China.
2. The business philosophy of milk specialty store
3. Form a strong brand effect among primary and secondary school students.
4) Competition issues
(1) product positioning is not clear. Tang Yan will label its red date milk, papaya milk, peanut and walnut milk. As a food health series, it is deeply loved by young people. Why is it not popular to give its various flavors of milk a resounding name?
(2) The market positioning is not clear. Although milk has many flavors, such as jujube and wolfberry milk, papaya milk, cereal milk, strawberry milk, chocolate milk and so on. In the market, he is often just a taste follower, not an innovator.
(3) Low advertising investment. There are few advertisements for popular milk, whether it is TV, newspapers, magazines, internet or subway. However, let's take a look at Tang Yan's advertising strategy: pay attention to broadcasting TV advertisements in high-profile livelihood programs and TV dramas; Widely use the media such as bus shelter advertisement, car body advertisement and subway advertisement to output brand image; Use elevators, building advertisements and terminal advertisements to spread advertising information such as product selling points and enterprise strength.
Analysis of verb (verb's abbreviation) sales
1. Product price: school milk series and pure milk are both 2.50 yuan.
2. Take the lead in launching the business concept of "milk shop". The opening of specialty stores has changed the situation that consumers can only buy fresh milk in supermarkets in the past, and many citizens can buy fresh milk at their doorstep.
Six, enterprise marketing strategy
1) Key points of enterprise marketing
Focus on the school milk market, and develop the market of healthy series milk and baby milk.
2) product positioning
1, Dazhong milk is a kind of dairy product and a kind of drink, which is a high-tech health-care and nutritious drink.
2, high calcium nutrition, enhance immunity.
3. Fashion drinks.
3) Sales target
Mainly facing the citizens of medium and large cities. Sales targets range from infants to the elderly, and corresponding drinks are provided at each stage. Mainly for people who pursue nutritious and healthy drinks.
4) Packaging strategy
School milk: Continue the tradition before the popularity, hold a packaging design competition, and primary and secondary school students participate in the design, mainly because cartoons are cute and attract students. Other milk series: pay attention to fashion, freshness and health. The corresponding packaging can be designed according to the composition of different milk.
5) Pricing strategy
It is almost the same as similar products on the market.
6) Establish a pop system to form a unified style at the point of sale.
Seven, advertising strategy
1) advertising target
The implementation period of this plan (one year) aims to increase mass sales.
2) Advertising area
Pearl River Delta and other economically developed areas.
3) Advertising objectives
Middle-income and above people in target cities, people who pay attention to maintaining their body and mind and pursue a nutritious and healthy life.
4) Advertising creativity and attraction
The key to health and nutrition.
Appeal: Pay attention to emotional influence.
5) Creative strategy
Advertise in magazines, TV, radio, internet and outdoors.
6) Advertising implementation strategy
It is divided into introduction period, growth period and continuation period.
1. Lead-in period: three months. Advertisements are mainly placed in magazines and newspapers, and suggestive advertisements are attached to the Internet. The purpose is to create brand awareness.
2. Growth period: six months. Increase the advertising of magazines and newspapers to attract consumers to take the initiative to pay attention to this brand.
3. Duration: three months. On the basis of magazines, newspapers and the internet, we should appeal to the perceptual needs of TV and awaken consumers' desire for consumption.
Attention: Pay attention to the shaping of brand image.
Eight, the media strategy
1) media combination strategy.
Use magazines, newspapers, television, internet and other different media to combine.
2) Media selection
Magazines: family doctors, consumer guides, etc.
Newspapers: Southern Metropolis Daily, Guangzhou Daily, etc.
Television: Guangzhou TV Station, TV Station, etc.
9. Public-private relations and promotion plan.
On the one hand, strive for the support of the media, on the other hand, establish a good corporate image. Regularly carry out promotional activities to attract consumers' consumption.
Ten, advertising budget and effect evaluation (omitted)
XI。 Program description
This scheme provides a general idea and framework for advertising planning and brand development discovery, and many details are not perfect.
1, the specific creative design of various media advertisements
2. Detailed plan of public relations activities.
3. Advertising budget schedule
4. Coordinate and monitor advertising and public relations activities at all stages.
The second milk brand advertising plan
I. Foreword Le Chun milk is in the leading-in period of product life cycle, and there is a large market activity space. At present, the competitors are very strong, and consumers don't understand the product. At this time, the purpose of advertising is to inform consumers that there are new products, so as to deepen consumers' understanding and the depth of persuasion of advertising.
Second, environmental analysis (only for advertising environment)
1, market analysis
As far as the current market is concerned, all dairy enterprises are trying to consolidate their respective consumer groups through brand re-appeal. But what the law avoids is that the demand level of milk has changed due to the panic of consumers. From the initial physiological needs to the safety needs. But it seems that major businesses have not paid attention to this. So there is a clear market segmentation. We want to seize the milk market from here.
2. Product analysis
(1) product features: unique packaging, disinfection and purification, excellent production technology, 100% safe product, delicious, can enhance the muscle strength in the eye, improve the symptoms of eye diseases, and enhance the resistance.
(2) Brand characteristics: Emerging brands have strong vitality.
(3) Service: provide various sales methods such as ordering milk and retailing. And put forward the characteristic service of "absolute purification".
(4) Price: bagged: 1 yuan; Boxed: 2 yuan; Small package (for rural market): 0.5 yuan.
3. Consumer analysis:
(1) Basic information: Milk consumers in Jiangxi Province are our target population, mainly teenagers and middle-aged and elderly people. Children and the elderly in rural areas are our potential consumers.
(2) Buying habits: wage earners in Nanchang mainly order milk. But recently, due to the influence of SARS, some consumers prefer to buy in supermarkets for safety reasons.
(3) Attitude and action: The average consumer is skeptical about new products. However, as long as we use the product characteristics combined with advertising and promotion offensive, we can change the attitude of consumers; Products focus on "enhancing resistance", so ordinary family purchases will be our main consumer groups, and we will expand consumer groups through advertisements.
4. Competition analysis:
Advertising analysis of competitors;
Advertising appeals are also dominated by antibiotics. Mainly based on household consumption, and our target consumer groups are the same. So Guangming is still our main competitor. Our advertisements should also be aimed at light.
Mengniu: launched Mengniu emotional milk. The target consumer group is the younger generation.
Sunshine: Develop Sunshine Baby Series to capture the low-temperature milk market.
The advertising of Vickers and Youzhiyou is mainly broadcast media, and there is no main product.
Yili: With the grassland as the background, it highlights the freshness of milk, focusing on the fresh milk of spiritual pasture, and the target consumer groups are too wide.
Third, advertising strategy.
1, advertising target:
Early goal: promote new products to enter the market through advertising, promote sales and seize a certain market share.
Long-term goal: occupy a large market share, enhance the popularity and reputation of products, and form a unique brand image.
2, advertising performance:
Strategy: combination of intensive bombing and long-range infiltration.
The front is heavy and light, the front is dense and sparse, the front is tight and loose, and the front is short and long.
The third milk brand advertising plan book
First, the background of the event. Purpose of the activity
Third, the theme of the event
Fourth, the activity time
Verb (abbreviation of verb) active product
Implementation area of intransitive verbs
Seven. moving target
Eight. Activity description
Nine. Activity notification
X. Activity implementation requirements
XI。 Operation-related system
Twelve. Activity related form
Thirteen. Activity schedule
1. Activity background The Spring Festival is an important sales season in a year. During the Spring Festival, people in China usually have good expectations for the coming year. The festive atmosphere has greatly stimulated people's consumption desires and impulses. As a healthy drink, milk has become a necessary gift for friends and relatives. Various competing products will also make great efforts to reduce prices, buy gifts and promotional gifts during the Spring Festival to gain market share.
2. The purpose of the activity is to educate consumers to drink milk with the good image of nutrition ambassador, comprehensively enhance the brand's social responsibility and brand value, and extend the brand charm through "drinking milk to send health", a festival promotion activity that gives dairy products and life; With the help of the holiday sales season, we will dig deep into potential consumer groups and stimulate sales growth;
3, the theme of the event, buy Mengniu in the Spring Festival, and open a new chapter in 08 health.
4. Activity time: 202 1 year 1 month 8-202 1 year February 2 1 day (activity * * *: 45 days).
5. Active products: the whole box of Bailibao pure milk, functional milk music pillow, Tetra Pak colored milk (including flavored milk) yogurt Note 1, bottled acid, Telunsu, real fruit granules, Naite, overseas products and domestic packaging products will not participate in this activity.
6. Implement all markets selling pure milk, functional milk, colored milk, flavored milk and yogurt in the region.
Activity objectives of 760 million comments:
(1) increased by 12 compared with the same period of last year.
(2) Bottled acid, Telunsu, real fruit and milk are not included.
8. Activity description
(1) Diary and Life is presented with the box.
(2) Gift box
(3) It is planned to launch 20 million copies from 20 15, 12 and 18 until it is completed. The estimated delivery time is about 20 days.
(4) Total cost: 69.5 million, and input-output ratio: 377.
Fourteen Activity description promotion information
From now on, the whole box of Mengniu pure milk, high calcium milk, high calcium and low fat milk, fortified iron and zinc milk, breakfast milk, good night milk, flavored milk and yogurt will be purchased for promotion, and 20 million copies of the national dairy encyclopedia "Dairy and Life" will be given away with the box, while stocks last.
Fifteen. Activity notification
1, online: TVCLCD outdoor
2, offline: A theme poster, B blank poster, C national flag, D pile head circumference, E handbag, F gift box, G vivid display.
Sixteen. Activity notification
1, online: TVC
2, offline: theme poster
From now on, buy Mengniu pure milk, high calcium milk, high calcium and low fat milk, fortified iron and zinc milk, breakfast milk, good night milk, flavored milk and yogurt for promotion, and you will receive a limited gift of 20 million copies of Dairy Encyclopedia "Dairy Palace Collection Edition and Life" with the box while stocks last.