Background analysis: in recent years, the world with more than 20% of the annual soft drinks at an average rate increase to 1300 more than ten thousand tons. In the output growth, the variety is also becoming more diverse, provides consumers with more choices. The world drink varieties by a single soda growth has become including carbonated drinks, fruit juice and vegetable juice, beverage and eight categories.
2010 packing of drinking water consumption greatly decreased, and drink plenty of fruit, 5.6% year-on-year; Carbonated drinks and functional beverage consumption declined slightly, by 1.7% and 1.9% respectively, however, drinking water, tea beverage packaging and carbonated drinks reality consumption is still than forecast optimistic. This shows that people in beverage consumption of present alternative, and fruits and vegetables juice drinks to the traditional water, beverage, instead of the relatively slow process of the impact of competitive products is not strong.
Home to the middle of 2012 are expected to summer, fruits, vegetables, juice, tea beverages and functional drinks will become consumers buy three kinds of main drinks. Fruits and vegetables juice drink consumption will be increased slightly, functional drinks will increase, tea beverages, containing milk beverage, coffee and alcohol won't have too big change, carbonic acid beverage and packing of the drinking water consumption will be greatly reduced. Consumers to contain the milk beverage and functional drinks higher regulations, provisions to ensure the TianRanXing manufacturer, this is not just to the provisions of the new product research and development, but also the safety of drinks attention.
Have materials, by 2020, global fruit juice and carbonated drinks will increase to 73 billion litres, future the quality of the products and innovation is the key factor of the beverage enterprise profit, the merger between enterprises will also have the market is to splurge. Generally speaking, soft drink product technical content is not high, market entry is relatively easy, so competition particularly intense. Currently listed several enterprise advantage is not apparent, only those who have the resources advantage, and brand advantages, production characteristics and internal management level products is higher, the scale of the enterprise can benefit to get higher income level.
Market analysis: this beverage market is active with eight products, including: packing drinking water, carbonated drinks, vegetable and fruit drink, tea drink, functional beverage, beverage, alcohol, coffee drinks.
The most often buy some of the brand, carbonated drinks brand account for three, Coca-Cola is still the mainstream of consumption. In the most often buy consumer brand, "Coca-Cola", "Sprite", "queer" three brand occupies 34.9% share of total, no one can and dominance. Old rivals "Pepsi" frequent purchase frequency is only very in its 1/7.
Price is higher 100% fruit juice because rich nutrition, low candy, low fat, high calcium, also become the hot spot of the consumers to buy, "hui yuan" was the main purchase brand. "Unified fresh orange much", "kang teacher daily c juice", "the farmer orchard" low concentration fruit juice after several years of market development, also have dominated certain share, make people will drink juice, vegetable juice into a habit. The past many Chinese bottled water first brand of "wahaha", in the packaging drinking water market has decrepit, be "the farmer mountain spring" instead. Functional beverage gradually to settle, "pulse" this one brand is slightly to get the upper hand.
Consumer analysis: a personalized needs in the popular daily consumer goods is increasingly competitive today, are often people emphasize topics, drinks vice versa.
At the age of 15-29 years old of the group is the consumption of beverage market core regular, their consumption characteristics of beverage market depends on consumption trend. According to a survey of zero for teenagers product testing of survey data showed that teens group for the sensitivity of the brand itself is not strong, in most products field, they will only with the appearance of the products charm and brand features complete to new product or service to buy, this part of the population accounted for almost 61.1% of the total sample size.
Teenagers consumption behavior and mental survey results also indicate that teenager groups have a remarkable new fashion, pursue personalized pursuit, and paying attention to the feelings and intuition,'s compulsive purchase colour is strong. Once the intuitive feel good, they will have a positive buy mood, thus rapid make buying decisions.
Such a variety of the survey is more than that of a consistent, perceptual consumption is the mainstream of the soft drink consumption. How many people know functional drinks? And how many people accept this product? People in the industry say, functional drinks for consumers, still needs some time to gradually be accepted. In addition, this year will be functional drinks market infighting and shuffling of the year, long is a year short is half a year to see the results. College students are usually drink enterprise promote the new product first choose target. Random survey 20 a college students, including nine people can clearly given functional drinks definition, 1 person to the function definition of drinks are not clear, the rest of the 10 per capita says no understanding functional drinks. Look, manufacturers and merchants to do propaganda work also many. Survey found, college students of drinking habits have focused on fruit juice drinks and pure water, it shows that function beverage market is still very limited, consumer of drinking habits is still hard to be affected in a short time. In addition, after all, is a direct health care function to the human body the composition, therefore, consumers won't like to buy water or juice drinks that don't care about brand size. His thoughts can only try changxin as tribute in initial stage occurs, later will adapt to what brand of function of drinks are likely to become its faithful the consumption. Very coke in the future development, and it is only by brand and quality double security to long-term foothold.
SWTO: advantage
1) product water advantage, have capacity; With "green, environmental protection, health" for the concept, has the certain attraction to market.
2) parts of the market formed some brand awareness and certain fixed consumer group.
3) company executives to the product promotion determined to big, bigger enterprise desire strong, strong sense of investment.
disadvantage
1) enterprise the whole scale is relatively small.
2) professional senior market development, marketing planning talented person lacks; Internal management should be further perfected;
3) not in-depth understanding of consumer demand, for the consumer to provide value-added services ability is weak, nature is unable to attract and retain more customers.
opportunity
1) consumption upgrade to promote the enterprise product structure upgrade, promote enterprise profit growth. The improvement of income level laid the foundation of the consumption growth, but also for very coke consumption growth has provided an objective basis.
2) the country industrial policy support. Support product structure adjustment, encourage industry technology innovation, increase the fiscal policy reform, open up the financing channels, building the credit guarantee system, perfecting the social service system, create a fair market environment.
threat
1) currently beverage industry is still in integration in the second stage of the competition, the competition on the international brand not only shows the invading, but also in the domestic enterprise performance "big fish eat small" mergers and acquisitions
2) raw material prices continued to rise to the beverage industry to bring the huge cost pressure.
3) continued brands to enter the maanshan beverage market, by promotion strategy, will drive the market ruled profits.
Longitudinal mentioned above, for beverage market do three into 1) do business to do from market: enterprise should not only the product transfer to the customer's warehouse, will help customers distribution, strengthen the relationship between the customer and the downstream channel, let terminal have very good sales.
2) from the vulgar market expansion transition to improve yield per unit operation target: focus in the market operation, originally only management to the agent or dealers, the aim now is to improve the downstream each customer's production, intensive cultivation on, from extensive to fine, lean change.
3) from the lone hunter into farm old hand: so that's the single person solo combat, and now into the professional team, is not a person in operation market, but the whole team in operation market, operation customers, which is deeply distribution of three transformation.
Marketing strategy
A, product positioning
1, positioning basis
Functional beverage segments according to standard can be divided into the following several kinds:
(1) polysaccharide drinks
Function: adjust intestines and stomach reduce appetite
Appropriate crowd: constipation patients, reduce weight the crowd.
(2) vitamin drink, mineral drinks
Function: add a variety of nutrition composition
Appropriate crowd: vitamin drinks for everyone; Minerals drinks, especially include the fatigue of the mineral composition drinks, is suitable only for fatigue adults, children should not.
(3) movement balance drinks
Function: reduce consumption restore vitality
Appropriate crowd: after the of all kinds crowd of physical consumption, the children should not, high blood pressure, used the patient.
(4) low-energy, probiotic drink
Function: help beauty to raise colour well
Appropriate crowd: probiotic drink for indigestion, especially of the old man. Low energy drinks for the body more obese people.
2, the product function orientation
Very cola drinks positioning in vitamin functionality beverage, it contains rich vitamin C, E, B3 and B5, B12, PP etc, and also add natural melon rana extract, maintain the normal development of the human body, applicable to all kinds of people contains anti-oxidant composition can remove the rubbish inside body, have anti-ageing effect.
3, product name, the product packaging and other market
Second, price position
The core of the beverage market main is aged 25 to 29 years old of the group, including college students in this group occupies a large proportion in the price, college students to functional drinks price acceptance within the euro in 3.
Very coke open market price of the ma on shan for 2.5 euros each bottle, easy to be accepted by consumers, and not lack of profits
Three promotion
The first stage: advertising, promotion, campus (free try to drink, basket football game)
Time: March 2012-of the end of July 2012
The second phase: advertising, social promotion, public relations activities
Time: March 2012-of the end of July 2012
Arrange the following:
The first stage:
An advertising strategy
Very coke now a television advertising is the spokesman of the domestic famous singer leehom wang. His health, youth and vitality of the image is very good to the consumer to convey the very cola drinks to function image. Star effect have some influence. In order to better in the market place, a new advertising of planning. With the stars can't afford. Choose a group of age at 18-at the age of 25 young people to bear the leading role of advertising.
1 advertising appeal point: better reflect very coke is vitamin functional sports drinks, its function in the work quickly and added movement after quench his thirst after the loss of the body minerals and vitamins, quickly help transport the merit of people after restores the physical strength and energy.
2 the AD, exciting youth, vitality and reappear, after exercise your best choice-very coke vitamin drink
3 advertising pictures: a group of young in football game, starting very fun and everyone is very lively, but suddenly it was dark moments later to rain cats and dogs, the athlete got soaked. The noodles take very unhappy and ball also not played, lying on my wet pitch. Voice: no energy? Tired? Then, a team took a bottle of very cola drinks, drink pull at, (note: in drink to highlight the voice of when goo goo, show that very thirsty) drink instantly after rejuvenated, jumped up, spirit up, other athletes surprised to look at him, then everyone take turns to drink just very cola drinks. Scene warm up, when the music at this time of excitement, of the movement. People to have to restore physical and full of strength, spirit is very good condition, this time the day also clearing up, all together shout: "very coke, let me vitality again." Voice: quickly added vitamin, after exercise your best choice-very coke vitamin functional drinks.
4 ads time: every sports channel after sports news broadcast. Twice a day.
Two campus promotion activity
1 background: may to June is the college graduates of the school time, and ready to leave the campus. We and the ma on shan in anhui university, ma on shan technician institute, ma on shan teachers college sports officials contact, planning a "very coke" cup graduates basket football game, let quickly leave the campus seniors classmate review and together in cheers and hard work experience stadium. For them in the university life add a happy memories.
2 campaign slogan: cherish the youth, and your friends come again a basket of football game-" very coke "cup basket of the football match.
3 for object: three big college graduates of senior is given priority to, other grade students can group signed up.
4 content: for time: in May 2012, 29, 30 th. The registration place: three college school sports, try to drink. Elimination matches, the last two teams in the championship game. Very coke for victory team a complimentary box very cola drinks, sponsorship rent a fee.
5 assistant publicity: on the registration during the game, very cola drinks at the same time in the three universities for promotional activities, mainly in the campus when set up to try to drink. In the main dining room have a college try to drink, each try to drink with two box very cola drinks and two promotion miss. Try to drink propaganda banners hung up, propagate language-" very coke "cup basket, the football match looking forward to your participation. And try to drink with activities in the specific schedule and the application form, and available for students.
The second phase of the:
An advertising strategy
In the first issue of the campaign, the general consumers have to very cola drinks has an understanding of and understanding, on very coke this brand of drinks have no longer strange, at this time of advertising should be focusing on consumer products to transfer the emotional benefits, functional advertising secondary propaganda.
1 advertising appeal point: very coke is vitamin functional sports drink, it wants to convey the youth, energy, Angle vogue's emotion, is the young generation of the latest choice. This planning the advertising around the friendship, the challenge, the success, the elements to create.
2 the AD: very cola drinks, give you a friendship encouraged.
3 advertising pictures: several young man in rock climbing competition, everyone confidence, courage the earth rock climbing, the picture to focus on a young man, this person sweating like a pig, panting, but look firm, indomitable, want to go to the top of the courage and perseverance are shown, near the peak, suddenly slipped behind the other competitors, and he's almost exhausted energy, very tired are prepared to give up, next to the friendly and handed him a bottle of teammates very cola drinks, and to transfer his eyes with incentives to support and encouragement. He drank very coke, then looked for his teammates, and then going fast rock climbing, beyond the other competitors, the victory. The last picture is he and his teammates in the peak place exalted very cola drinks, show get victory is proud of the way is very confident. Then yell slogan: very coke, give you a friendship encouraged.
4 the media: the sports channel
Two social activities
1 activity background: as advertising on the air. We will be in July 2012 to organize a mountaineering activities. At a time when the university students' summer vacation period.
2 of promotional activities time: in June 2012 to start mid propaganda, accept the application, mountaineering activities time in July.
3 activities: at the end of June the list and the personnel up their group, the organization for the game of the first people to arrive at the top of the mountain they 15 participants can get a free ticket, and, with the ticket to the store can be designated free box very cola drinks, and still can obtain a in ma on shan theaters at the end of the big movie tickets.
Three entertainment activities
Please very cola drinks TV advertising spokesman wang lee hom to sell the latest album at ma on shan signature activities, the activity by the very cola drinks sponsorship.
The fund budget:
First issue advertising costs 60000 euros
The sponsor of the football match 2000 euros
10 a banner of 100 euros
Flyer of 200 of 100 euros
Application form 100 zhang 50 euros
The second phase of the advertising costs 80000 euros
Mountaineering activities of 3000 euros
The movie tickets and a 300 euros
A total of 145500 euros
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