I. Market analysis
1. From many market surveys conducted by the company, it is found that in the survey of health care functions that consumers want health wine to have, tonifying kidney and strengthening yang ranks first, and improving sleep ranks second or third (generally feeling is that you can have a good sleep after drinking). Another mentioned need is to eliminate rheumatism and joint pain. At present, in the health wine market in China, due to the brand influence of Jin Jiu in China, many consumers basically take Jin Jiu in China as the reference standard when choosing the functions of health wine. Because the effect of China Jin Jiu is tonifying kidney and strengthening yang in consumers' cognitive concept, it lacks obvious and exclusive effect of improving sleep. At present, there are still no alcoholic products on the market dedicated to improving sleep.
2. In fact, the market demand for functional products with obvious sleep improvement effect is relatively large, and an oral liquid that has been popular for a period of time in recent two years strongly shows the broad space of this market. From the conventional brand operation theory, it can make up for the shortage of the market to develop health wine with obvious sleep improvement and anti-aging functions while doing a good job of "tonifying kidney and strengthening body".
3. From the analysis of the actual demand of consumers, with the development of social economy and the improvement of people's overall quality, the pace of life of modern people is accelerated, and the pressure of work and life is further aggravated. Insomnia or inability to sleep normally is becoming more and more serious, which leads to the decline of work quality and efficiency. According to relevant data, at present, about 30% of adults in China have had a history of insomnia. About 7-9% of adults have stubborn insomnia symptoms. In this group, the proportion of people engaged in mental work is about 80% or more. Analysis of the causes of insomnia, mainly the following points:
(1) Due to insufficient exercise, the body is dysfunctional and premature aging occurs.
(2) Overwhelmed by the pressure of work and life, exhausted.
(3) There are unhealthy factors in physiology or psychology.
(4) weak body.
Non-etiological insomnia patients generally have no experience of buying drugs to improve their sleep because they are afraid of drug dependence and side effects, but insomnia patients are potentially interested in possible non-drug solutions to insomnia. Imagine if there is a kind of health wine to improve sleep function, which is made of Chinese herbal medicines with the same origin of medicine and food and wine with great nutritional and health care value. Can not only drink wine, but also improve sleep, without any side effects, good taste, will be welcomed by consumers. Therefore, from the perspective of market demand, it is feasible to develop health wine to improve sleep function.
Second, the basic characteristics of the target consumer groups
The target consumer groups of 1 and XX wine have the following characteristics.
(1) Poor sleep quality, frequent insomnia or "unable to sleep, unable to wake up", causing more and more irritability and anger, and then eager to improve sleep quality.
(2) It is believed that drugs to improve sleep have side effects or will be dependent.
(3) It is considered that drugs to improve sleep are too expensive.
I am interested in ways to improve my sleep.
2. Preference
The trend of white-collar consumption is: fashion, high-grade, effective, never perfunctory, very rational. When buying goods, the first thing is the quality (function) of the product, and the second is the price of the product, which is just different from the conventional consumer psychology. The product we developed with the effect of improving sleep is "wine", so it can only be targeted at some people in this group who can adapt to alcohol and are not sensitive to alcohol, while women, students, businessmen and politicians who are hard to drink are actually excluded from this group.
3. Analysis of market consumption channels
Buy products: health care products supermarkets, pharmacies and OTC drug counters in large shopping centers, buy online.
Purchase method: patients mainly buy or give away by themselves.
Consumer places: mostly family consumers, generally used according to the instructions.
After the product has been on the market for at least one year, consider putting it on the shelves for retail in ordinary shopping places.
Third, product design positioning.
1, basic positioning: new health wine, with obvious functions, and quantitative drinking.
(1) Because XX wine has the function of improving sleep, its product positioning is: health wine with specific functions, whose main function is to improve sleep quality, so as to achieve the effect of delaying aging. The delivery point is to improve sleep and delay aging.
(2) From its health care function, it should be more like a functional consumer product. But because it is a health food, it can't be made too much like medicine.
(3) Therefore, in the marketing promotion, we should highlight its efficacy propaganda, but don't let consumers mistake it for a drug, so as to avoid side effects after actual use, which will lead to consumers' trust in the product.
(4) Therefore, in the publicity, consumers should be repeatedly reminded that "long-term drinking effect will be better".
(5) XX wine is a kind of functional wine, which is developed from selected medicinal materials through new processes and technologies, so it tastes good, and it is required to control the drinking amount, and binge drinking is not allowed. And the effect will be obvious, so our ultimate goal is the family consumption of the target consumer group, and we can't try to guide the "golden sleeping wine" to the table.
(6) The consumption form is basically purchased by oneself (or his wife and children) as a gift.
2. Requirements for wine body
(1) The wine has a slightly higher viscosity, so it can be hung.
(2) The color of wine is darker.
(3) Alcohol (V/V): 18-25%.
3. Special selling points
(1) has elegant body and international taste. Taking wine as the base wine of functional health wine is an innovation in China and even in the world. In the field of health wine, it is the leading technology, which makes the products more natural and green.
(2) The application of biotechnology can rapidly generate sleep demand.
(3) It basically has the characteristics of a new generation of health wine, namely, fashion, technology and functionality.
Fourth, the basic connotation of the product
1, health wine with special functions. Conceptual structure: high-quality wine+modern biotechnology+TCM health culture.
2. It is suggested to use a new functional factor popular in the world to treat insomnia, which can improve sleep quality.
3, the alcohol content is low, and the taste is natural and rich in wine aroma.
4. Long-term drinking can not only relieve the pain of insomnia, but also have a good effect of strengthening the body (delaying aging), and it is a healthy drink with great value for money.
V. Product composition
1, base wine: high-quality original juice wine.
2. Ingredients: Radix Astragali, Fructus Lycii, Fructus Schisandrae Chinensis, etc.
Six, packaging design style
1. Basic analysis: the packaging style and the cultural background of the target consumer groups should be unified. Who are our products made for? We should position the packaging style and design the appearance of products according to the appreciation level of products, but not according to the preferences of producers. According to the information we have now, our products are required to have information such as "high technology content, obvious effect, excellent value for money, beautiful (worthy of appreciation)".
2. Creative thinking
(1) Take the "foreign" road: learn from the style of foreign wine and use crystal glass bottles and packaging methods. The overall style is fashionable, classic and high-grade, with high appreciation value, and the packaging has surpassed the concept of products. The whole style is bright, bright and pleasant.
(2) Take the "traditional" road: give full play to the characteristics and styles of China's health culture, and focus on cloisonne (mainly imitation cloisonne), which represents China's 5,000-year culture, and extend the packaging ideas. The whole style takes blue as the theme, which is elegant and quiet, like the echo of the deep mountain canyon and the jingle of spring water, like exquisite handicrafts, which makes people fondle it and marvel at it. Holding it in your hand and putting it on the table can reveal an identity silently.
The above two styles should avoid deliberate luxury and strangeness, and should not be suspected of "intentional". Whether it is "foreign" or "ancient", it requires naturalness, fluency, calmness and a more beautiful and tasteful feeling. It requires a high starting point, is easy to understand, and has seemingly simple and practical appreciation and collection value. Of course, you can also break through these two ideas, such as gold, silver or other styles.
Text design should be as concise and clear as possible, understand the connotation of the product at a glance, and resolutely rule out deliberate and gorgeous decoration.
Seven. Price design
According to the above analysis, we think that the price of XX wine should be on the high side, because XX is a special health care product designed for higher-level consumers' functional consumption, and the product itself has high technical content, so the price strategy of XX wine must be value for money.
Eight. Access structure
The access of 1 and XX wine is mainly based on the deep distribution of special health wine sales places, such as OTC (over-the-counter) sales places, pharmacies and supermarkets specializing in health care products.
2.XX party will avoid the general food marketing mode and will not be sold in low-end consumer places. At the same time, we do not use ordinary alcohol distribution channels, and actively carry out promotional activities that directly affect the target consumer groups, such as channels, direct sales and online direct sales.