Model essay on Wang Lao Ji's marketing planning 1 1. Analysis of network marketing environment
Advantages: China's huge population has laid a foundation for the development of herbal tea, with no additional restrictions, moderate price, taste that meets most consumers, and the public can afford it and are willing to consume it. There are many brands of herbal tea. Because of its unique brand name, Wang Laoji is obviously different from other brands and occupies a place in consumers' memory. The brand name is also the name of the product founder. The seamless connection between the founder's name and the brand name endows the brand with a sense of history and culture and caters to China people's hobby of talking about meaning. From this perspective, it is not difficult to explain why Wang Laoji has become an indispensable brand at the wedding banquet. Disadvantages: technological innovation, all kinds of drinks on the shelves, but herbal tea is limited to local areas (Guangdong, southern Zhejiang). So it is not easy to be accepted by consumers in other parts of the country. Many consumers can't tell the difference between cool tea and drinks and ordinary tea, which makes them unwilling to try new things. It is urgent to publicize the efficacy of herbal tea. 2.？ The goal of network marketing is 1. The strategic goal is that Wang Laoji is a "functional drink". What is the real motivation to buy Wang Laoji? Prevent getting angry "; What is the unique value of brand positioning-"drinks to prevent getting angry"? —— Drinking Red Wang Laoji can prevent getting angry and let consumers enjoy life without worry. 2. Marketing target Red Wang Laoji competes in the "beverage" industry, and the competitors should be other beverages; Select five scenes that consumers think are most prone to get angry in daily life: eating hot pot, watching football games all night, eating fried food and chips, barbecuing and bathing in the summer sun, and carry out publicity and sales, especially opening up catering places to create the flagship image of many restaurants. 3. Financial targets have expanded the demand of consumers and rapidly increased the sales of products. 3.？ Network marketing scheme design (1) Wang Laoji, a brand of herbal tea currently on the market: it tastes moderate and feels quite suitable for the public. Gigigo: Feeling? The strongest flavor and its right: the key to brand positioning is to find a differentiated brand appeal point with distinct personality and uniqueness, which is different from competitors and consumers' interests. It is very important to be a pioneer of a brand, not to follow the trend, because it is easy for consumers to regard the brand that follows the trend after being alarmed as an imitation show and underestimate its value. As a market leader, firmly occupy a dominant position. 4. Implementation of the strategic plan. 1. The marketing goal is to reshape the brand image of Wang Laoji, highlight the unique value of Wang Laoji, and establish a unique and long-term positioning for the brand-truly establish the brand. Second, the marketing activity time 1, the start time of each target market? 20XX years 2. How long is the duration of the marketing campaign? 20XX years -20xx years 3. When does the marketing activity end? 20XX year three. Marketing activity plan 1. Theme activity planning mainly carries out positive communication through advertisements. In terms of TV media, CCTV, which covers the whole country, combined with the local strong media in the original sales area (Guangdong and southern Zhejiang), plans to invest more than 40 million yuan in 2003. In the same year, it is planned to buy CCTV's golden advertising time in 2004 at a huge sum of money in June 5438+065438+ 10. In the ground promotion, in addition to traditional pop advertisements, with the development of new catering channels, a large number of terminal materials have been designed and arranged for catering channels, such as electronic display screens, lanterns and other practical items that catering places are willing to accept and give away for free. Product packaging is the main visual element in the choice of communication content? Advertising copy planning, focusing on promoting a message: "Fear of getting angry, drink Wang Laoji". On-the-spot tips of dining places should be coordinated with TV advertisements. 2. The derivative activity plan mainly focuses on the theme of "afraid of getting angry and drinking Wang Laoji" and carries out various promotional activities. The company will hold the activity of "Wang Laoji in Summer, Green Mountains and Green Mountains and Ren Woxing". As long as consumers scratch the words "Wang Lao Ji", they can get two tickets for the local summer resort and stay in the local summer resort for 2 days for free. At the same time, in the promotion activities for middlemen, the company should not only continue to consolidate the traditional "Jiaduobao Sales Elite Club", but also carry out the plans of "Hot Pot Restaurant Market" and "Cooperative Hotel", select the main hot pot restaurant as "Wang Laoji Sincere Cooperation Store" and invest funds to carry out holiday promotion activities. 5. Effectiveness evaluation of the planning scheme? Wang Laoji's success story is still talked about by many marketers. A post named "Drink Wang Laoji" on Tianya Forum has aroused the attention of Wang Laoji. Wenchuan earthquake, a donation of 100 million yuan made Wang Laoji a national hero, which quickly became popular all over the country and opened up a market. The cruise incident that lasted until the Statue of Liberty made Wang Laoji's brand image get the fastest promotion and consolidation. And the same billion, but let Wang Shi and Vanke fall into crisis, greatly discounted in the hearts of consumers. This is the power of network communication, and it is also the power of nearly 300 million netizens in China. As the saying goes, "people win the world", so whether it is online marketing or public relations activities, it is particularly important to respect the wishes of consumers and the public and grasp the psychology of the audience. Network provides a diversified platform for public relations communication of enterprises. Before developing the network communication project, enterprises should also have a dynamic and continuous understanding of consumers, and monitor public opinion in real time after the project is launched, track the information related to enterprises, brands and services released by the attention guide group and solve it in time with a frank attitude, so as to achieve "moistening things and being silent" in a way acceptable to consumers. At present, online media are scattered and have different forms, such as news, search, community and so on. It can be said that the network is an ocean of information. Every day, a lot of information of different quality is flooded in front of netizens. If an enterprise wants to stand out from numerous information and gain the general attention of the audience, it must understand the distribution characteristics and communication laws of online media, and make effective media combination accordingly, otherwise it will easily fall into the ocean of information. At the same time, in the network world without gatekeepers, how to maintain the credibility of information, how to keep up with monitoring and how to get good feedback and circulation of information are also things that enterprises need to think about. First of all, we should recognize the essence of network and public relations and respect consumers and enterprises themselves. At present, some enterprises and individuals slander and abuse their competitors on the Internet, which is very undesirable. Not only will it fail to achieve the expected results, but it may also cause consumer resistance. On the basis of respecting the facts, public relations should choose a way that everyone likes and is easy to accept, and effectively spread the information to the audience through appropriate media and channels. Only by respecting the facts and the actual interests of consumers can the communication be recognized by everyone, get good feedback and get a virtuous circle of information. Wang Lao Ji's marketing plan book Fan Wen 2 Wang Lao Ji's herbal tea is the leading brand of China herbal tea and the representative of Guangdong herbal tea culture. Herbal tea is a kind of "medicinal tea" made of Chinese herbal medicine in Guangdong and Guangxi, which has the function of clearing away heat and promoting diuresis. Among many old herbal teas, Wang Laoji is the most famous. Wang Lao Ji herbal tea was invented in the Qing Dynasty, and it has been 175 years. Is recognized as the ancestor of herbal tea, known as the "king of medicinal tea." In modern times, Wang Laoji herbal tea has spread all over the world with the footprints of China people. I. Analysis of Marketing Environment (I. Overview of Beverage Market 1. Market size The scale of the beverage market is growing. The number of drinks consumed by consumers has increased in the last two years, and the capacity of the beverage market is also expanding. The market prospect of the whole beverage industry is promising. According to relevant data, during the golden growth period of the beverage market in 1999-2002, the growth trend of old bottled water and carbonated water beverages became weaker and weaker, which had been negative for two consecutive years. The growth rate of new functional drinks and tea drinks has stabilized in the past two years, and it has risen steadily; The most obvious increase is fruit juice drinks. 2. The market consists of four categories: carbonated drinks, bottled drinking water, tea drinks and juice drinks. 3. Market Hotspots Functional drinks will sell well in the beverage market. With the continuous improvement of the living standards of urban residents in China, people's consumption demand for drinks has also changed significantly. Drinking drinks is no longer just for quenching thirst, but it is hoped that drinks can provide some additional health-care functions, such as reducing fire, beautifying, supplementing essential trace elements and keeping fit. Drinks with specific functions will become another important market segment of the beverage industry in the future. (II) Analysis and summary of marketing environment 1, disadvantages and threats (1). The biggest threats and challenges mainly come from the encroachment of multinational beverage brands and the homogenization competition among local beverage brands. The homogenization competition situation is not only manifested in the homogenization of products, but also in the homogenization of brand image created by advertisements, which can not effectively form brand personality and realize market segmentation. (2) Fierce brand competition, centralized brand consumption and lagging business philosophy have become the "bottlenecks" restricting the development of enterprises. (3) Brand concentration: mixed juice is the highest, and water/tea beverage is the lowest; (4) Most of the local beverage enterprises in China are scattered and the scale is generally small; There are many regional beverage brands, and only a handful of brand-name products are truly influential in the national beverage market. 2. Advantages and Opportunities (1), local beverage enterprises have begun to take shape and won consumers' love with their well-known brands. (2) The diversification of consumer demand provides a broad market space for the development of new beverage products. With the progress of society and the continuous improvement of living standards, consumers begin to pay more attention to self-development, which is mainly manifested in higher-level psychological needs such as nutritional components, natural health, environmental protection and fashion taste of beverage products. (3) The increasingly subdivided consumer groups provide opportunities for beverage enterprises to carry out targeted marketing. Different beverage groups have different beverage consumption needs, which are manifested in various fields where consumers are exposed to products and information, such as taste, brand, price, packaging, promotion, advertising style and so on. The highly subdivided market provides unlimited space for beverage enterprises to expand their markets. 3. Key issues reflect the unique value of Wang Laoji, and establish advanced brand management concepts and standardized operation modes. 2. Consumer analysis 1? The overall consumption trend of consumers (65,438+0), 65,438+0/4 consumers said that the number of drinks consumed in the last two years remained basically unchanged, and only a few consumers reduced the number of drinks consumed in the last two years, indicating that the number of drinks consumed by nearly 65,438+0/2 consumers is increasing and the market capacity of drinks is expanding, so the market prospect of the whole beverage industry is promising. (2) According to market survey and analysis, more and more consumers drink functional drinks, while the number of consumers who drink carbonated drinks and water drinks will gradually decrease. 2? Consumer behavior analysis Among many factors that affect beverage purchase, "good taste" ranks the highest, accounting for more than 50%. It can be seen that taste is the most important factor affecting the purchase of consumer groups. Secondly, the influence of price can not be ignored, and it is listed as the second largest factor affecting purchase. At the same time, brand awareness, shelf life and convenience of purchase have also become more important factors when people buy. In addition, the influence of advertising is also very important. The United States Department of Health, packaging is also very attractive to buy. Third, product analysis 1, analysis of existing beverage products shortcomings of existing beverage products: the survey shows that the shortcomings of existing beverage products mainly include: 1. There are too many products to distinguish between good and bad; 2.*** too strong, project planning, too little personality; 3 brand disorder; 4. Lack of nutrition; 5. Too many carbonated drinks; 6. There are few drinks to supplement physical strength; ? 7. Single function. 2. Product life cycle analysis: Different beverage types are at different stages of the market, and their market space and expansion strategies are also very different. Carbonated drinks have entered the mature stage of products, and the brand concentration is very high. Enterprises can achieve efficiency growth by expanding distribution channels and market coverage. Both fruit juice drinks and tea drinks are still in the product growth stage, and the market space is still very large. At present, the consumption of tea drinks in many places is still in the cultivation period, and I believe the market prospect is very broad. At the same time, some emerging beverage types, such as health care and sports functional drinks, are also expected to become the next economic growth point of the beverage industry. At present, there is no main product of this kind of beverage on the market, and the consumer demand also shows an obvious growth trend. 3. Brand analysis of products The brand pattern is increasingly diversified. Foreign brands are mainly Coca-Cola and Pepsi, while domestic brands are mainly Wahaha, Master Kong and Uni-President. Take tea drinks as an example. After Master Kong and reunification, Wahaha and many second-tier brands still benefited from the mainstream tide. Carbonated drinks and mixed juice have the highest brand concentration, while water/tea drinks have the lowest. Four. Enterprise competition analysis 1. The position of enterprises in the competition Jiaduobao Group is a large professional beverage manufacturer headquartered in Hong Kong. 1995 introduced the first red canned "Wang Lao Ji", 1999 set up a production base in Chang 'an Town, Dongguan City, Guangdong Province, China in the form of foreign capital. After obtaining the brand management right of "Wang Lao Ji", the sales performance of its red Wang Lao Ji beverage has been in a tepid state for six or seven consecutive years. 2. Corporate competitors Domestic competitors: Wahaha, Master Kong and Uni-President? Huang Zhenlong herbal tea and other foreign competitors: Coca-Cola? Pepsi and so on. 3. Comparative opportunities and threat opportunities between enterprises and competitors: In the study of consumers' views on competitors, it is found that the direct competitors of Wang Laoji Hong, such as chrysanthemum tea and refreshing tea, only penetrated the market at low prices because of the lack of brand promotion, and did not occupy the position of "anti-fire" drinks. Coke, tea drinks, juice drinks, water, etc. Obviously, it does not have the function of "preventing getting angry" and is only an indirect competitor. Threat: Outside Guangdong and Guangxi, people have no concept of herbal tea. Moreover, what about mainland consumers? ”？ Reduce fire? " ? Demand has been filled, mostly by taking drugs such as Niuhuang Jiedu tablets. It is difficult to make herbal tea, and it is also dangerous to make drinks. From the perspective of the whole beverage industry, carbonated drinks represented by Coca-Cola and Pepsi-Cola, tea drinks and juice drinks represented by Master Kong and Uni-President are in an unshakable market leading position. Advantages and disadvantages: Among many old herbal teas, Wang Laoji is the most famous. Wang Lao Ji herbal tea was invented in the Qing Dynasty, and it has been 175 years. It is recognized as the ancestor of herbal tea, known as the "king of medicinal tea", India. In modern times, Wang Laoji herbal tea has spread all over the world with the footprints of China people. Disadvantages: Wang Lao Ji is tired of brand names, and as a drink that can be drunk frequently, it cannot be accepted by Cantonese people. In southern Zhejiang, another major sales area, consumers compare "Red Wang Lao Ji" with drinks such as Master Kong tea and Wangzai milk. As a local best-selling product, enterprises are worried that the red Wang Laoji may become a fashion.