With the development of economy, the living standard has improved significantly, and the demand for drinks has also increased. The following is a sample of beverage marketing planning scheme I collected for your reference.
I. Summary
Modern people worry that big fish and big meat will lead to diseases such as high cholesterol, high blood pressure and stroke. Therefore, people urgently need natural, healthy, convenient and accessible food, and fresh bottled juice is one of them. Although most fruit juices on the market are only 10%-30%, there is still a big market.
Second, the planning purpose
Rock sugar Sydney conforms to the pursuit of modern people advocating nature and green consumption. At present, middle-aged and elderly people also like fruit juice healthy drinks, and the competition in the fruit juice beverage industry is very fierce. Master Kong also introduced sour plum soup, jujube juice and jasmine tea. The rock sugar Sydney juice drink launched this time has the effects of clearing away heat and dryness, moistening the lungs and nourishing, and is suitable for drinking in summer. Therefore, we should focus on this feature to promote the product and brand image of rock sugar Sydney. Avoid other competition, use the new beverage concept passed down from generation to generation to carry out a series of promotions to enhance sales performance and brand awareness.
Thirdly, analyze the current marketing environment.
1, political environment What is the food and beverage industry? Twelfth Five-Year Plan? As one of the key industries in planning and development, the support of relevant national policies will bring great opportunities for the development of catering industry.
2. Social and economic environment With the continuous growth of GDP, the per capita income level has also been continuously improved, and the purchasing power of consumers has also increased accordingly.
3. There are more and more high-quality educational talents in the cultural environment. The rapid rise of the fruit juice market is inseparable from the enhancement of consumers' health awareness. Therefore, healthy and delicious fruit juice has become the main reason to attract consumers.
4. Technical environment Master Kong is a first-line beverage brand with rich tastes, its own brand characteristics and good technology, and constantly develops new beverage products.
5. Industry background In recent years, the competition in the juice market has become increasingly fierce, and the juice products have also shown a trend of differentiation. Fruit juice beverage has become the most popular beverage variety, and its market growth rate exceeds that of bottled water beverage, carbonated beverage and tea beverage. The broad market prospect has attracted Chinese and foreign enterprises to join the ranks of fruit juice beverage production.
6. Comprehensive investigation of competitors. At present, the domestic fruit juice and beverage market is a unified enterprise with the background of Taiwan Province Province, winning by packaging innovation and taste; One is well-known domestic enterprises including Huiyuan and Wahaha; There are also multinational companies such as Coca-Cola and Pepsi.
Fourth, the factors affecting the product market.
Analysis in China domestic market, the similar products of rock sugar Sydney still have a considerable market gap. Master Kong Rock Sugar Sydney 20 1 1 has been popular with consumers since its listing in September. The target market is divided into Changzhou residents and college students: Changzhou Engineering Vocational and Technical College, changzhou mechanical and electrical College, Changzhou Textile Vocational and Technical College, Changzhou Institute of Light Industry, Changzhou Institute of Information, Changzhou TV University and Changzhou University.
Product related information 1. Core product: rock sugar Sydney (1) Function: clearing away heat and dryness, moistening lung and nourishing.
(2) Price: rock sugar and Sydney juice drink /3 yuan/bottle /500ml/2.5 yuan /450ml2. Form products:
(1) materials: purified water, sugar, concentrated fruit juice, crystal sugar, food additives (2) packaging: bottled 3. Product analysis:
(1) selling point: it can maintain beauty, moisten the lungs and clear away heat, promote fluid production and quench thirst, and is delicious and healthy! Summer heatstroke prevention and cooling products (2) Market life cycle:
Development period, introduction period, growth period, maturity period and decline period (3) Sales stage: growth period.
Sixth, SWOT
leave out
Seven, marketing objectives
1, the sales volume reached 50,000 boxes. 2. Brand objective: By strengthening publicity, the consumers of Kangshifu juice drinks account for about 60% of the juice industry.
Eight, marketing strategy pricing strategy
1. Purpose:
Strive for market share, reaching 30% within one year. 2. Other brands:
(l) Notes on Yimei Xiaobao: (2) Unified Fruit Juice: (3) Bomi Orchard:
3. Pricing:
The goal is to win the market share of rock sugar Sydney and price the 2.5 yuan /450ml channel strategy? Supermarket? Fast food restaurant? Convenience store parity center? The food court in the department store? West point bakery? Coffee shop? Lunch box contractor? A pub? Restaurant, restaurant? Disco? Station, airport? The welfare station in the government camp? School welfare society? Snack bar? Roadside stall advertisement:
1. Radio: icrt, Zhongguang Pop Network, Youth Network, Music Network 2. Television: 3. Newspapers: China Times, Business Times, United Daily News, Economic Daily, People's Livelihood News 4. Magazine: Wei Wei, Dai, Fashion, World, Excellence 5. Inside and outside the train. Poster, DMM.
1. slogan: a new drink passed down from generation to generation, which can clear away heat and dry, moisten the lungs and nourish.
2. free goods Jian can carry out free goods Jian in the promotion place, so that people who have no desire to buy will have buying behavior after tasting.
Buy two get one free promotion, give three rings, if the bottle is in the suit, take it away.
3. Exchange the collected bottle caps for prizes. As long as you receive six bottle caps of Master Kong Rock Sugar Sydney, you can get another bottle and get a lucky draw. Each person is limited to once.
4. Cooperate with TV program giveaways: storm, lottery, invincible, happy fax, call 55. Sponsor public welfare activities. Enlarge the price difference between wholesale and retail and mobilize the enthusiasm of wholesalers and middlemen. Give appropriate discounts and encourage more purchases.
Arrange specific project personnel (1) to be responsible for sales in the school.
(2) One person is responsible for the lottery and bottle cap change.
(3) One person is responsible for exchanging prizes and recording information.
(4) One person is responsible for free tasting.
Venue layout (1) Three tables and some brochures are arranged at the point of sale.
(2) Write a theme banner and X box introducing the product at the point of sale.
(3) a table for free tasting.
The media found a person in charge in several dormitories of the school and asked them to distribute leaflets to each dormitory, each with about 200 copies. Distribute leaflets near teachers' apartments and employees' apartments, with a total of 100 publicity reports:
All promotional activities can be written as press releases to the news media.
Nine, planning cost budget
1, site cost: about 5,000 yuan; 2. Personnel cost: about 1 1,000 yuan; 3. Material cost: about 1 1,000 yuan; 4. Transportation cost: about 5,000 yuan; 5. Flyer fee: about 5,000 yuan; 10. Effect prediction: The soft drink industry in China has developed rapidly in recent years, with healthy drinks as the representative. The products of rock sugar and Sydney are in line with the pursuit of modern people advocating nature and green consumption. Students will prefer juice drinks. I believe that through our careful arrangement, this activity will be held on campus? Master Kong juice drink? Fanaticism Yes, settings? Master Kong? Brand will also have a great influence.
;