Product promotion activity plan 1
Consumer analysis
(1) The target consumers are mainly middle-aged, with upper-middle income, need health care and beauty, and usually have the habit of drinking red wine.
(2) Potential consumers: middle-aged and elderly women, with incomes above the average level. These people are not used to drinking red wine, but they have health care and beauty needs. What we need to do is publicize the benefits of drinking red wine every day and the packaging of our Zhu Sheng wines. Fresh? Function, guide them to become our target consumer groups.
(3) The consumption behavior of existing wine consumers: mainly in supermarkets, hotels and bars, indicating that the purchase rate is relatively high and the brand loyalty is low.
(4) The attitude of existing red wine consumers: There is obvious dissatisfaction. Once the red wine is opened, it cannot be kept fresh for a long time, which becomes an opportunity for our Zhu Sheng red wine machine to open the market.
product analysis
(1) Advantages:
The advantage of Zhu Sheng red wine lies in its unique packaging, which is different from any products on the market. With long-term preservation function, the preservation period after opening is as long as 6 months! Suitable for the needs of consumers who drink red wine every day.
It tastes good and can meet the needs of ordinary consumers.
(2) Disadvantages:
◆ Blurred product image
◆ Product packaging is not modern and elegant enough. Its packaging is obviously inferior, which does not meet the price positioning of the product. It is suggested to improve the packaging grade of products. In line with its price image.
◆ The price is high, which can't meet the needs of many consumers with low incomes to drink a little every day. In order to win more potential consumers, it is suggested to lower the price.
Analysis of competitive environment
With the rise of domestic red wine consumption wave, red wine attracts a large number of consumers with its unique taste. Many enterprises have taken a fancy to this cake in the wine market, which makes the competition in the wine market unprecedentedly fierce. At present, in the domestic market, domestic wine companies such as Great Wall, Changyu and Dynasty control more than 80% of the national market share. In South China, an important wine consumption market, the total market share of Great Wall, Changyu and Dynasty exceeds 60%. Great Wall Red Wine ranks first in the comprehensive market share in North China, South China, Southwest China and Northwest China. Among them, in the southwest, the comprehensive market share of Great Wall Red Wine reached 66. 13%. Changyu and Tonghua red wine occupy the first place in East China and Northeast China respectively.
Competitors' advertising performance strategies are mostly emotional appeals, rendering a mood of drinking red wine. Zhu Sheng red wine should find a new way in advertising performance, adopt an advertising performance strategy focusing on functional demands, and emphasize the preservation function of Zhu Sheng red wine.
Product positioning strategy
Price positioning:
The price positioning of Zhu Sheng red wine should not be too high, because our aim is to make Zhu Sheng red wine machine a convenient tool for people to drink red wine every day. However, because Zhu Sheng red wine has its added value in packaging function, its price positioning is more appropriate in the middle and high price range.
Functional appeal:
Zhu Sheng red wine machine is different from other similar products in the market in the fresh-keeping function of the package, which is easy to store after opening.
Product promotion activity plan 2
I. Promotion objectives
? Seize the opportunity of peak season, strengthen terminal sales and expand product sales.
? Strengthen the coverage of the circulation field.
? Enhance consumers' awareness of brands.
? Establish rapid beauty? Red? Fashion? Creativity? Brand personality.
Second, the target market
Guangdong primary and secondary markets
Third, the promotion period
20 August-February, 65438
Fourth, the target consumers.
/kloc-urban youth aged 0/7-35 who pursue fashion and individuality.
Verb (abbreviation of verb) cost budget
Total1180,000.
Sixth, it is difficult to popularize.
? What strategies are different from competitors to stimulate product sales?
? How to attract consumers and stimulate their desire to buy?
? How to deepen rapid beauty? Red? Fashion? Creativity? Image gives consumers a new feeling of dyeing their hair and keeps consumers fresh about the brand.
Seven, the core strategy
1. By integrating resources, interactive communication between manufacturers and consumers is established at the terminal, and through roadshows, terminal demonstrations, promotional activities and other forms, consumers can truly experience the unique product image of Kuaimei and deepen their loyalty to the brand of Kuaimei.
2. Integrate media resources, unify publicity themes, cooperate with terminal publicity, and echo each other to form a strong publicity synergy.
3. with what? Fast beauty leads the red age? As the theme of this promotion, it has always been implemented in all activities.
Eight, the goal support strategy
(1) advertisement
? Performance strategy
1, fast beauty? Red? Fashion? Creativity? As a selling point of products, it focuses on the demands in advertisements.
2. with what? Fast beauty leads the red age? As the theme of this promotion, start with soft text? Is red a social fashion? This trend is similar to today's fashion? Ha Han? And so on, combined with radio, hard advertising and so on. To fully demonstrate this theme.
? Delivery strategy
1. Media combination: newspapers, radio stations, pop and other promotional materials.
2. Guangzhou, Shenzhen and Zhuhai are primary markets, while Foshan, Dongguan, Zhongshan, Shantou, Zhanjiang, Shaoguan and Jiangmen are secondary markets, with different advertising efforts.
? Concrete implementation
1, newspaper soft text
It is suggested that soft-text hype can be divided into several stages:
? First of all, from fashion, sunglasses, art, music, makeup, Hahan and other fashionable things, it shows that modern society has entered the red era, and red hairstyles are also the most popular.
? Describe the beauty and fashion of red hairstyle and several self-help modulation methods.
? Cooperation? Collect fast beautiful pink girls? Publicity activities, including the sound of beauty, rapid beauty experience, awards, prizes and promotional activities.
2. Radio station
Co-organizer of "Voice of the City" radio "Fast Beauty"? Red? Fashion? Creativity? "Programs, with terminal promotion and roadshows, enrich the brand image. The cycle is 3 months, with 30 minutes each. (The specific operation can be extended to? Collect fast beautiful pink girls? Activity promotion, including red hairstyle modulation, award-winning beauty pouring out her heart, etc. And terminal activities promotion, roadshow promotion, etc.
3. newspapers
Publish an advertisement for soliciting contributions in Southern Metropolis Daily? Come on, beautiful. Pink girl? Participants are required to send their full-length photos of red hair and the packaging stickers of Kuaimei products together with their personal data to the designated address. Kuaimei will invite experts to judge, and the winners will have different awards.
4. Pop music and other promotional materials
As a powerful supplement to image and product communication, strengthen the effect of terminal promotion.
(B), promotion strategy
? In major shopping malls and supermarkets, for urban youth aged 17-35 who are pursuing fashion, we will carry out activities such as personnel promotion, bundled sales and prize sales to spread beauty quickly. Red? Fashion? Creativity? Brand image stimulates consumers to buy immediately to increase sales.
? With what? Fast beauty leads the red age? As the general publicity theme of this promotion activity,
Theme 1: Fast and beautiful personality welcomes the red age.
Activity time: August1-February 3 1.
Location: major supermarkets
Activity form: in-store hair salon
Product promotion activity plan 3
I. Market survey
Market research should be done before new products are promoted and listed. Market research helps our company to understand the market situation and find and use market opportunities.
Competition analysis: the mobile phone market is increasingly rich in brands, especially? Many brands of domestic mobile phones have also entered the ranks of intelligent development, so the phenomenon that the mobile phone market is divided up is very serious. Although it occupies a large market share, from the reaction of some domestic mobile phones after listing, consumers' awareness of the mobile phone industry is not very strong. As long as the functions are complete and the prices are reasonable, they will be welcomed by the market. Therefore, the competition in the mobile phone market mainly depends on who can cater to customers' psychology, constantly introduce new products that are deeply rooted in people's hearts according to market development and different time and place, attract consumers' attention and stimulate their desire to buy. Coupled with a strong promotion strategy, it will definitely trigger a buying boom after the new machine goes on the market.
Our company can also use direct interviews as the main method, supplemented by indirect market questionnaires to conduct market research.
Interviews and inquiries can make a big fuss about the characteristics and functions of mobile phones. In recent years, various quality problems of China's mobile phone products have been exposed frequently, and people's demand for products with quality assurance has been rising. As a product of mass consumption, the quality of mobile phones is undoubtedly good.
When using questionnaires, we should pay attention to attracting the curiosity and interest of potential consumers to our products, and then stimulate their desire to buy.
Second, product positioning
Although our company's products are popular mobile phone products, we still need to define the product positioning and strive to create differentiation.
The function of differentiation is not only to make consumers realize the difference between our mobile phones and ordinary mobile phones, but also to make consumers think that our products are very different from other mobile phone products.
Only by establishing a unique image in consumers' minds can consumers immediately think of our company and our mobile phone products when they think of mobile phones.
Third, market positioning.
At present, our company's share in the whole mobile phone market is average, so we should try our best to avoid direct conflict with competitors with high market share and make steady progress in a down-to-earth manner. What was the first slogan of Mengniu's development that year? Do the second dairy industry in Inner Mongolia? Today, I finally got even with Yili in the industry. First face the modern youth market (college students, high school students, junior high school students, social youth), and then slowly expand the market.
Fourth, price positioning.
Take Nokia mobile phone as an example, its price positioning should be higher than that of ordinary mobile phones, but it should not be too high. Although high prices can attract high-end consumers, after all, they are very few, and most high-end consumers are still keen to consume middle-priced models. On the first day or the first week or even the first month, the price of a new product can be set as low as that of a general mobile phone to attract more potential consumers. At the end of the promotion period, the expected pricing will be restored with the high cost performance provided by the mobile phone price of this product.
Verb (abbreviation of verb) brand positioning
All brands in the world have their own brand stories. Our company not only takes our company's model as the brand, but also needs a brand story with the color of this model, that is, the story of people and mobile phones. The purpose of brand story is to make consumers and potential consumers feel that your company is a company with history, culture and connotation, which invisibly shapes a good company image in consumers' hearts.
If you choose to publish on holidays, it will naturally target students and young people. Therefore, the positioning of the new machine should be formulated around the consumption characteristics and preferences of such groups to cater to their psychology and achieve the purpose of debut promotion.
(1), appearance: beautiful and fashionable, with bright colors to attract attention;
(2) Functions: define functions according to young people's preferences and habits, such as powerful games, and support simulator games; Short message input is convenient to support handwriting; It has a music player and a video player, and supports music and video files in common formats. Some functions of business mobile phones, such as sending and receiving emails, can be ignored. In this way, the research and development cost of the new machine is not high, and it can occupy an advantage in price.
Sixth, promotion means.
1, pre-publicity:
Entering the campus half a month before the start of the winter vacation, the first shot of the new machine was fired. During this period, we mainly instilled the information of the new machine into their lives, forming a preliminary foreshadowing, and let everyone realize that our brand is about to launch a new mobile phone and has already advertised. With this awareness, they will naturally think of our brand when considering buying a mobile phone. The main forms of activities are:
(1), sponsor student activities in universities, draw the brand closer to students through activities that are deeply rooted in people's hearts, and publish information about new mobile phones in them, so that they have preconceived ideas. For example, in the middle of the party, business representatives express their blessings to students and publish them at the same time? In order to help you use fashionable but low-priced mobile phones, we have specially developed a new type of mobile phone. Welcome to pay attention to this model? . Or publish information such as the model of the new mobile phone in the form of a banner on campus. Of course, considering the examination arrangement of the school and other factors, this activity should start ahead of time;
(2) Entering the middle school market, considering that the scale of middle school activities should not be too large, try to publish information in the shopping malls around the school or places where advertisements can be published, thus forming a huge publicity in the surrounding area, affecting students' activities and causing visual impact;
2. Shopping mall activities:
(1). Promotion: Make a feasible promotion strategy according to the cost. For example, students can enjoy certain discounts when purchasing this machine with the university admission notice; Middle school students can enjoy certain discounts with their student ID cards; Other young people do not enjoy preferential prices, but they can get free gifts, which can be mobile phone accessories and mobile phone cases printed with the brand logo, or electronic products of other brands such as card readers that cooperate with our company;
(2) Game: Choose a mobile phone.
3. Activities outside the mall:
(1), forum
(2) Joint marketing and sponsorship of sports events.
4. Promotion is usually beneficial to consumers. Companies should not pay too much attention to short-term costs, but should consider long-term benefits. Promotion is conducive to improving product awareness and increasing sales.
(1) Coupon: Every time consumers spend a certain amount, they will give a certain coupon to stimulate the growth of product sales.
(2) Giving away free goods: The company can stipulate that every time consumers buy a mobile phone, they can attach mobile phone accessories.
Give gifts to attract and cultivate more consumers.
(3) Discount: This method should be adopted during holidays or celebrations. Don't take too many discount activities, so as not to leave consumers with a bad impression that the company's products are of poor quality and can't be sold, and they are frequently discounted after the backlog. For example, the discount on May 1, 11 and New Year's Day is not only a simple business activity, but also allows consumers to have respect and goodwill for the company, thus cultivating more loyal consumers.
(4) Advertising and Internet: Considering that our company is not very large at present, the advertising cost is too high. Our company should avoid high-cost advertising platforms such as TV, portals and newspapers. Our company can set up its own website to display its main products, which will not only help reduce advertising costs, but also attract more customers.
Product promotion activity plan 4
First, the premise of the procedure
Facing the new service project promotion task and homogeneous market competition, Yan 'an Telecom urgently needs to seek a powerful brand promotion activity plan that goes deeper into consumers' lives.
Yan 'an Telecom's annual brand promotion plan will give full play to the advantages of state-owned enterprises under limited promotion expenses, and rely on national policies to highly unify the promotion behavior and brand connotation in a special form, which will be unanimously recognized by consumers and the whole society.
Two. Program theme
Thousands of miles away from home, caring for relatives.
Everyone is online and the whole family is online.
Third, the program subtitles
Yan 'an Telecom Open-air Film Promotion Activities
I miss my loved ones at the movies, and Yan 'an Telecom is around.
Four. Plan overview
Event sponsor: Yan 'an Telecom
Executor:
Activities: Set up four mobile film publicity and projection teams, divide the first district and twelve counties in Yan 'an into regions, go deep into the grassroots of towns and villages, and go deep into people's lives, subtly publicize Yan 'an Telecom's services and products in the form that people like most, cultivate brand loyalty, and let people fully realize that telecommunications is a brand that cannot be separated from life.
Reason for activity: Movies going to the countryside is an important part of the national cultural construction implemented by the State Administration of Radio, Film and Television. The government's cultural propaganda department has corresponding support policies, and enterprises' participation in such activities is strongly advocated by the state. Yan 'an area has a special position and special situation in the old liberated areas. The previous activities of going to the countryside by movies were not ideal, and there was still a big gap with the actual needs of the masses. Telecommunication business is closely related to people's lives, and it needs publicity and promotion forms and means close to life. For the vast number of township factories and mines, open-air movies are the most intimate, direct, effective and vivid form of communication. At the same time, the face-to-face promotion opportunities provided by this form can combine advertising films, roadshows, new product promotion, sales promotion and brand promotion and play an effective role. Of course, due to the vigorous implementation of the national cultural policy, the effect is remarkable, and the related publicity and media cooperation of the games can greatly save money. The low cost of movies going to the countryside turns static propaganda into dynamic behavior, especially in rural areas, and the promotion effect is self-evident.
Verb (abbreviation of verb) marketing strategy
◎ There are more than 160 townships in Yan 'an area, with different levels of economic development and different population composition. Sending movies to the countryside is an indiscriminate way of communication and has universal cultural identity.
◎ It is suggested that Yan 'an Telecom should focus on brand promotion, supplemented by product promotion. In terms of time, temporarily consider taking five months as a cycle (avoiding winter), and formally emphasize full coverage and large area, and go deep into grassroots towns and villages. It is necessary to make more efforts in screening density, publicity scale and publicity, so as to reflect the strength of state-owned enterprises and the determination of the government and strive to spread to the broadest masses of the people. ◎ It is suggested to start with a low profile and end with a high profile, take the road of encircling the city from the countryside, explain the problem with achievements and effects, and prove the truth with data and facts.
◎ Brand promotion focuses on movies going to the countryside, working closely with relevant government departments to win policy support and public opinion support.
◎ Product promotion should consider the special needs of the left-behind elderly people in rural areas, with special products and special tariffs such as customized mobile phones and broadband IPTV packages for the elderly as selling points, and impress consumers with preferential prices and practical small gifts.
◎ Themes, local operas, old movies, etc. They are all the themes of movies, and nostalgia and affection are the themes of activities. Telecom's advertisements suggest playing practical knowledge such as IPTV user guide, common sense of broadband internet access, and the use of mobile phones by the elderly to avoid too much unintelligible image propaganda.
Implementation of intransitive verb scheme
In May, determine the budget, set up an activity command group, coordinate relevant government departments, and strive for policy support and related procedures. Send two field investigation teams from north and south to inspect the route and screening site on the spot, and contact and inform the local government. Make a screening plan, make a feature film on Yan 'an telecom activities, and prepare promotional materials and products. Purchase publicity and projection vehicles and related digital film projection equipment, package vehicles and order gifts. Establish a publicity and screening team and train screening and promotion personnel.
In June, four publicity and projection teams started operations from north to south according to the planned route.
From June to September, the media reported continuously, digging up real and valuable news points in the screening process and letting the characters speak.
On June+10, 5438, all the propaganda and projection teams returned to Yan 'an, striving to tour the urban area of Yan 'an for a week, holding large-scale cultural performances to thank the people of Yan 'an, and successfully concluding the activities. Composition of the publicity and projection team:
Each publicity and projection team is equipped with 1 1 two Jinbei vans, 5-6 publicity and projection personnel, a set of digital projection equipment, and several road show props and gifts.
Improve the projection ability of the projection team;
Every Wednesday to Sunday is the screening working day. Roadshow publicity starts at noon during the day 1 1: 00, and the screening venue is ready. The film will be shown from 6 pm to 10 pm. Each round plans to show two movies every night and 40 movies every month. More than 200 films will be shown by each publicity projection team, and 800 to 1000 films will be shown by four projection teams. About every township in Yan 'an can show it for 2-3 days.
According to the actual situation, increase the number of screenings, and strive for two to three screenings in each township within five months, and the number of screenings for activities should reach more than 3,000.
Seven. Programme budget
The cost of vehicles and equipment for a publicity and projection team is about 250 thousand yuan; During the activity, the total amount of personnel's clothing, salary, subsidy and bonus is about 25,000 yuan per month, totaling 1.25 million yuan for five months; Miscellaneous expenses such as transportation, accommodation and maintenance. They are all calculated at 20,000 yuan per month, and the activity period is about 654.38+10,000 yuan. The above totals about 475,000 yuan.
The budget of the four teams is around 2 million.
Media cooperation is mainly based on news reports, and the expenses are extra.
Promotional gifts to be determined.
The end of the activities of large performing arts institutions will be charged separately.
Eight. Effect estimation
This activity strives to cooperate with the government to help expand its influence and reduce its cost. Because it is an experiential and participatory activity, it is in direct contact with consumers, and the average media arrival rate and information awareness rate far exceed all kinds of traditional media. The screening frequency reached more than 3,000 times, which was equivalent to holding 1500 live roadshow promotion activities, covering all towns and villages in Yan 'an, which lasted for nearly half a year. The number of people who tried to watch movies reached 2 million, and more than 6,543,800 copies of publicity materials were received.
Nine. comment