With the acceleration of urbanization and the improvement of living standards, the topic of healthy drinking water has attracted more and more attention. Water is the source of life and the foundation of everything. Drinking healthy and fashionable water has gradually become the consensus of consumers. I will share it with you, I hope you will be satisfied.

1

Marketing plan

1, quality strategy

Nongfu Spring adheres to the pure natural concept and never uses a drop of city tap water. Nongfu Spring currently has four major water source bases: Qiandao Lake in Zhejiang, Danjiangkou in Hubei, Lvwan Lake in Guangdong and Changbai Mountain in Jingyu County, Jilin Province.

The first three are surface reservoir water sources, and the fourth is natural mineral water sources.

2. Brand strategy

"1" actively establishes a good image and promotes the three concepts.

*** 1*** environmental protection concept

-Nongfu Spring never uses city tap water. Every drop of Nongfu Spring has a source. Nongfu Spring believes that only a good natural water source can produce high-quality bottled drinking water. Drinking water containing natural mineral elements is the most suitable for human needs, which is unmatched by any artificial water at present.

***2*** Natural concept

-Insist on building factories and producing water sources. Every bottle of Nongfu Spring is clearly marked with water source to ensure consumers' right to know. Nongfu Spring insists on establishing a production base in the deep forest far away from the city, and the whole production process is completed in the water source. Every bottle of Nongfu Spring you drink has gone through a long transportation route and comes from nature. At present, Nongfu Spring has four high-quality natural drinking water sources-Qiandao Lake in Zhejiang, Changbai Mountain in Jilin, Danjiangkou in Hubei and Lvwan Lake in Guangdong.

***3*** Health concept

-Nongfu Spring only produces natural weak alkaline healthy drinking water, and resolutely opposes adding any artificial minerals to the water. The World Health Organization's drinking water quality guide shows that no matter whether the diet is rich or not, the human body must take a certain proportion of minerals and trace elements from drinking water. Therefore, Nongfu Spring believes that drinking water should contain comprehensive, balanced and natural mineral elements needed by human body.

Yes, add any artificial minerals to the water.

The natural aquatic products of Nongfu Spring come from Qiandao Lake, Danjiangkou and Lvwanhu Reservoir. After simple filtration, the nature of water is not changed, and the natural characteristics of water source are retained. According to the definition of * * * GB 10789-2007 * * in China's General Principles for Beverage, it belongs to other natural drinking water, and there is no national standard at present, so the product quality is in accordance with enterprise standards or local standards. As it comes from the natural water source protection area, it is very important to protect the water source. Nongfu Spring Company signed a water source protection agreement with local * * * to ensure that the factory will not cause secondary pollution to the water source, and actively cooperate with national policies to protect the water source to avoid quality problems caused by unstable water quality.

At present, Nongfu Spring has four major water sources besides Qiandao Lake in Zhejiang, Danjiangkou in Hubei, Lvwan Lake in Guangdong and Chao Cuo Spring in Jingyu County, Baishan City, Jilin Province. The first three are surface reservoir water sources, and the fourth is natural mineral water sources. The word "Nongfu Spring" has nothing to do with the generally recognized mountain spring. The word "mountain spring" is just an ordinary trademark. Due to the expansion of the market, Nongfu Spring currently produces general-purpose beverages in these four natural water source protection bases, including farmers' orchards, farmers' tea gardens, screaming sports drinks, water-soluble C 100 and other products, and adopts diversified marketing strategies.

"2" dabbled in sports

Nongfu Spring has always had a deep relationship with sports. In addition to the conventional marketing theme communication, sponsoring sports competitions is also an important marketing measure of Nongfu Spring.

One, 1998 sponsored the French World Cup, 1999 sponsored the 45th World Table Tennis Championships, and in 2000 sponsored the China Sports Delegation for the Sydney Olympic Games. These charitable sponsorship activities have also played a significant role in the brand promotion of Nongfu Spring. But what really formed the overall strategy was to sponsor the China Olympic bid delegation in 2008 and become the "honorary sponsor" designated by the Chinese Olympic Committee. Sponsoring China's bid for the 2008 Olympic Games is of strategic significance, and the successful bid for the Olympic Games is of great significance to the sponsors and has far-reaching strategic significance. Even if the Olympic bid fails, it has earned enough attention and won a lot of recognition in the process of bidding for the Olympic Games. The negative impact of the failure to bid for the Olympic Games will naturally not be passed on to the sponsors. Therefore, sponsorship is almost risk-free.

Sponsoring the Olympic bid is only the beginning of the overall strategy. The key is how to make good use of the event of sponsoring the 2008 Olympic bid and dig out a distinctive theme. In this respect, Nongfu Spring is undoubtedly marketing guru. Nongfu Spring 200 1 was named at the beginning of the year, and the National Olympic Committee notified the world champion Kong by administrative order to serve as the ambassador of Nongfu Spring's Olympic bid. This move is enough to illustrate Nongfu Spring's unique thinking and unusual relationship with the government.

2

price strategies

Nongfu Spring's unique sales proposition has established its high-priced price strategy, and the retail price of each bottle is always above 1.8 yuan, maintaining the image of a high-priced brand. 1998 in the case of fierce competition in the bottled water market, it is not easy for Nongfu Spring to open the market with a creative advertisement. Its success is worth remembering. In order to cooperate with the "penny" activity, the price was reduced to 1 yuan per bottle, which effectively cooperated with the "penny" activity and directly launched a price war with pure water.

Unique advertising creativity

Wahaha and Robust Pure Water experienced the advertising wars of 1996 and 1997, and the products established a relatively stable position in the minds of consumers, with high brand awareness and mature sales channels. The breadth and depth of the network are not comparable to those of general regional brands. 1999, Wahaha Pure Water launched the advertisement of "I only have you in my heart" performed by singers Mao Ning and Chen Ming, still taking the star and music route; Robust pure water continues to strengthen the unique sales proposition of 27-layer filtration, and its market share is further consolidated. At this time, the competition in the drinking water market is extremely fierce.

An advertisement for pure water appeared on CCTV in April, 1998, which aroused widespread concern of consumers. This is Nongfu Spring. In this advertisement showing the unique bottle-shaped structure and drinking style of Nongfu Spring, Nongfu Spring put forward the unique appeal of "Nongfu Spring is a little sweet". In the form of creative expression, the unique drinking way of Nongfu Spring is vividly displayed by using suspense storyline techniques, and the unique sales proposition of "Nongfu Spring is a little sweet" is also put forward. Before the product went on the market, the advertisement spread the name of Nongfu Spring all over the country, and the slogan "Nongfu Spring is a little sweet" also became a topic of discussion for consumers. It should be said that this version of Nongfu Spring's advertisement, as the flagship of Nongfu Spring's series of TV advertisements, has made Nongfu Spring's brand awareness from zero to almost a child's age in a very short time. Analyzing the reasons for its success in detail, the most fundamental thing is that it embodies the characteristics of differentiation everywhere. From the personalized name of Nongfu Spring, to the way of pulling the bottle cap to drinking water, and then to the side appeal of "a little sweet", Nongfu Spring has achieved a unique image different from other drinking water; In addition, Nongfu Spring's media investment is not small, and advertisements are intensively placed in the national media and local media, which strengthens and establishes Nongfu Spring's unique sales proposition and image in a short time.

Nongfu Spring has avoided the star effect and the demand for water quality, but unexpectedly put forward a unique sales proposition of "a little sweet" combining sensibility and rationality. This was indeed a very novel strategy at that time, which made consumers feel refreshed and directed their attention from the texture of water to the taste of water. At the same time, this advertising communication language also laid a good foundation for the subsequent communication, and the connotation of "a little sweet" deepened with the evolution of communication content.

From 65438 to 0999, Nongfu Spring continued the differentiated marketing communication strategy, but the communication theme gradually changed from "Nongfu Spring is a little sweet" to "Good water makes you healthy", which highlighted the water quality and proved the essential reason of Nongfu Spring's sweetness. Judging from the appeal, the advertisement of 1999 shows that Nongfu Spring began to weaken the concept of "a little sweet" at the initial stage of listing, but paid more attention to appealing to the living water of Qiandao Lake. Through various creative expressions, consumers can realize that Nongfu Spring uses the underground living water of Qiandao Lake, which is the real "healthy water". In addition, from the feature film of Nongfu Spring, we also saw the modern production line and reliable quality of Nongfu Spring. As a backward brand, Nongfu Spring, with its strong financial strength and flexible advertising form, finally took the third place in the national bottled water market.

The market changes in 2000 brought great pressure to Nongfu Spring, because with the joint venture between Wahaha and Robust and Danone of France, their strength in capital and management will be further enhanced. In this situation, Nongfu Spring adopted an extreme marketing strategy, and once the advertisement was launched, it caused a huge market.

In the latest version of Nongfu Spring's advertisement, the comparative experiment of plant growth is used to show the nutritional richness of natural water. Finally, Nongfu Spring announced that it would stop producing pure water. As soon as this advertisement was broadcast in the media, it caused a strong shock. Not only other pure water producers are greatly dissatisfied, but the media is also overwhelming and sought after, which has become a hot topic for a time. In fact, Nongfu Spring has just announced that it will stop producing pure water. The subtext is to ask other manufacturers to stop producing pure water, or even the whole industry to stop production. The practice of Nongfu Spring is either hype or challenge. In a word, the sensational effect of publicity has been achieved, and Nongfu Spring has become the most noticeable focus in the bottled water market in 2000. For a long time, Nongfu Spring emphasized the product concept of natural water to distinguish it from pure water, and the feature film of 1999 emphasized that no matter how purified, the polluted water could not be restored to the purest degree, just like the white clothes could not be restored to the original white degree after being stained. In addition, Nongfu Spring often publishes soft science education articles in newspapers and media all over the country, introducing the advantages of natural water and secretly purifying it. Nongfu Spring believes that pure water contains almost no substance, which is harmful to human health, while natural water containing minerals and trace elements can obviously promote life growth.