Enterprise marketing should stand at a certain height and have systematic planning. Brand building needs strategic planning, and promotion also needs to connect highlights with systematic concepts. The following is the marketing planning scheme of juice drinks I collected for your reference only.

First, the purpose of planning

Looking at today's beverage market, there are many brands and varieties of various beverages, and the market competition is great. However, with the development of society and the improvement of people's living standards, people are no longer just pursuing food and clothing, but pursuing a noble taste of life. People's pursuit of health is getting higher and higher. Drinking fruit juice is not only for quenching thirst, but also beneficial to health.

Second, the premise of planning

Kiwi is called? The king of fruit? 、? The crown of VC? . Its fruit is tender and juicy, sweet and sour, and fragrant. Its 100g fresh fruit and meat contains 100 ~ 480mg VC (as high as 1350mg for a single kiwi), which is several times, dozens or even hundreds times higher than that of citrus and apple. At the same time, it also contains a lot of various organic substances, such as sugar, protein, amino acids and so on. So drinking a glass of kiwi fruit juice every day is good for your health.

Third, market opportunities and analysis

The domestic fruit juice beverage market is mainly divided into three camps. One is the low-concentration fruit juice beverage with only 10%~ 15%, which is unified by freshly squeezed orange juice and Coca-Cola. Is it cool? As a representative. This kind of products mainly rely on the innovation and taste of packaging to win, but they all advertise vitamin C content, which is not their strong point. Typical advertisements include uniform bright oranges. How beautiful is C? And Master Kong's products are directly named? Master Kong Xi 'an の Daily C? .

The other is pure juice represented by Huiyuan juice and Duole. Because consumers in China still have a process to accept the taste of pure fruit juice, and pure fruit juice is not suitable as a daily drink that can be drunk at any time, so pure fruit juice has not gained the upper hand in the market. The coconut palm juice series and farm orchards launched by Yangshengtang belong to the third category. They are all compound juices, which are usually blended with various juices and then made into 30% juice. At present, most of the fruit juices sold in the market are 30% fruit juices.

Although the competition is fierce, there are still many opportunities in the fruit juice beverage market. There are many brands and varieties, and new manufacturers are constantly emerging. Many established food and beverage manufacturers have produced juice drinks because they are optimistic about this market. Although there are many brands and varieties, and the advertising of each brand is also very strong, it seems that the competition is very fierce. However, since fruit juice drinks have only entered the market on a large scale in recent years, the market is still in its infancy and there is still a lot of room for development. In terms of market share, no brand has an absolute advantage and become a leading brand.

Fourth, the advantages of fruit ace bottled juice

Using selenium-enriched kiwifruit in Xiangxi as raw material, kiwi fruit juice directly uses it without pressing treatment; Natural nutritious health beverage; The solid content of fruit juice and fruit granules is more than 8%, and the content of fruit juice puree is more than 40%. The product is rich in vitamin C, pectin, crude fiber and various amino acids. Product image: natural, healthy, pure, full of vitality and noble taste.

Verb (abbreviation of verb) advertising planning

Advertising target: men, women and children.

Advertising Appeal Point: Healthy Nutrition

Products must be well-known before entering the market. The best way to gain high popularity in China is to invite celebrities to advertise. Combined with product characteristics? To improve my eyesight, I think I can find a celebrity with good skin, and this celebrity must have a positive and healthy image, and because the target customers are all ages, I need to find a more appealing' star', who is familiar to all ages as much as possible and has no bad news.

Advertising principles: mainly hard advertising, supplemented by soft advertising; Mainly regional media, supplemented by national media; Hard advertisers are mainly TV, and soft advertisements are mainly newspapers and magazines. Advertise on buses and coaches.

Promotion method: traditional festivals can be discounted, and two bottles can be 20% off; Buy two bottles and give a small gift on holidays. You can set up a lottery form and open the bottle cap. If you find it? Congratulations? Two words, you can have another bottle for free. Limited gift,? Buy five and get one free? That is, if you buy five bottles, you can get one for free.

Intransitive verb equipment and budget

Marketing team: there shall be no less than 3 qualified marketing personnel throughout the year;

Budget amount: 654.38+0 million.

All work revolves around increasing sales volume, establishing a long-term employment system, and ensuring that all logistics work of marketers is in place on time and in quantity. In order to adapt to the market, the company must have a certain inventory in Hunan, ensure adequate and timely supply, coordinate the proportion, realize inventory optimization, and try to avoid out-of-stock or out-of-stock phenomenon. A dealer has been negotiated in Changsha, and the dealer will provide the facade and personnel free of charge. Conduct market research, market dynamic analysis and information feedback from time to time, and be a good communicator between enterprises and markets. Make every effort to establish a rapid response mechanism. Coordinate the relationship between agents and distributors. According to the technical and personnel support, go all out to complete the dock task. Broaden the company's product belt and increase profit points. It is necessary to establish business budget and capital budget, and the decision of capital budget will usually be adjusted up and down with business performance. In order to strengthen the agility and rapidity of the organization, the company will greatly delegate its authority so that personnel can make decisions decisively and quickly, but it is not allowed to disclose the company's price and other secrets to any outsiders. In the communication with customers, if it is difficult to determine the price, it is necessary to ask the company leaders for instructions; In order to achieve the purpose of responsibility and determine the responsibility system, the company can implement the policy of heavy rewards and heavy penalties.

;