The first model of sales copy
I. Introduction
As a soft drink, beer occupies a large share in the beverage market. Recently, experts in the beer industry in China said that in order to prosper the beer market in China and meet the needs of consumers, the beer industry in China should diversify its products to meet the needs of different consumption levels, groups and tastes. In addition to ordinary beer, draft beer, dark beer, dry beer and fresh beer that consumers like to drink, some special beers should be added. With the great improvement of economic growth and social transformation, the consumption demand of enjoyment products has also been greatly improved. The company's marketing plan for a brand of beer. Moreover, the sales volume also has a strong reflection in the market, which is suitable for the public's taste and worth recalling. The only thing is that Qingdao is too strong, some people don't adapt, and the pure taste is a little weak. Of course, different customers have different needs. A certain brand of beer, but before the saturation period, beer is still the most easily accepted. Love to drink? Qingdao? And then what? Pure life? Between beer, how does a brand beer enter the beer market and occupy a place? With consumers' favor for beer, I believe that a brand of functional beer can definitely enter the market in Wuhan and go to the whole country. Rye beer? Marketing planning.
Second, summarize the tips
In recent years, China's beer industry has made great progress, with an annual total output of 2.08 million tons, ranking second in the world. However, the vast majority of beer in the market is ordinary light beer, with a single variety of beer and few functional beer (health beer), accounting for a small market share. The definition, market development prospect and development ideas of functional beer were discussed in combination with China's national conditions and the present situation of China's beer industry. At present, the listing of draft beer functional beer is only accepted by a few friends, and Tsingtao beer is loved by many friends, which shows the shortage and market scale of draft beer. Beer? A bottle of brand beer? I believe that listing will be every friend's favorite.
Third, environmental analysis.
Market background: (1) According to statistics, it is about 80%? 90% of young friends like to drink beer. (2) The survey found that beer is really nutritious. (3) From the perspective of wine, there has been a saying that "the south is yellow and the north is white" since ancient times, while beer is popular. Northerners are broad-minded, generous and affectionate. They talk about invitation and pride.
Macro-environmental analysis: With China's successful accession to the WTO, foreign investment in China is increasing, and China's economic prospects are bright. The income of residents in our province has increased rapidly. In Wuhan, the city expands to the north and moves to the south, and the investment is increasing. Strive to reduce the new construction of beer enterprises. Relevant policies and legal background The state clearly stipulates that all wine bottles must be b2 bottles, so as to reduce injuries caused by bottle explosion. However, the use of b2 bottle will increase the product cost, which is not conducive to rural expansion and beer export.
Business Opportunity: (1) When entering the consumer market in XX, the consumption scale was greatly frustrated. (2) On the surface, XX appears some illusion of recovery, but I believe that the value business will resume this phenomenon in August, and the illusion of recovery is only temporary, not long-term.
Market growth: (1) Draft beer is only accepted by a few friends; (2) Tsingtao beer is loved by many friends, which shows the shortage and market scale of draft beer; (3) The listing of rye beer is believed to be every friend's favorite.
Consumer analysis: (1) At present, consumers are not easy to get drunk, (2) the taste is too strong and too weak for consumers to like, and (3) the introduction period is bound to get twice the result with half the effort for young friends. Therefore, beer should be positioned as an alcoholic product in order to be accepted by consumers. (4) Existing consumers consume this product at banquets for the purpose of creating atmosphere and communication. (5) Consumers generally buy more at friends' parties and business banquets.
Analysis of competitors: Tsingtao Brewery, Snowflake, Budweiser, kingsbury, Yanjing.
1) As far as Yanjing is concerned, the brand value of Yanjing in 2007 was 5.529 billion yuan. Yanjing Beer has a strong regional and high market share in Beijing. Its overall strategy is to be stronger and bigger.
2) Tsingtao Brewery is the first beer brand in China. Generally speaking, Tsingtao Brewery has a strong brand, but wherever it goes, it buys closed small factories, and its quality will definitely decline. Judging from its overall strategy, it is stronger.
3) Relying on the strong support of the Hong Kong headquarters, China Resources has been continuously acquiring beer enterprises. In case of emergency, it was acquired in Hubei Province and the new Samsung Beer Group. China Resources' strategy is to be bigger and stronger, and its core competitiveness is to have a strong capital advantage.
4. Situation analysis
superiority
1) product water source advantage, with potential to be tapped; With what? Green, environmental protection and health? As a concept, it has certain market appeal.
2) The brand name of a certain brand of beer is exclusive in the local beer market.
3) Some markets have formed certain brand awareness and certain fixed consumer groups.
4) The decision-makers of our company are determined to promote products, have a strong desire to become stronger and bigger, and have a strong sense of investment.
Disadvantaged
1) The overall scale of the enterprise is relatively small.
2) Lack of professional and experienced market development and marketing planning talents; Internal management needs to be further improved;
3) Without a thorough understanding of consumers' needs, the ability to provide value-added services to consumers is weak, and it is naturally impossible to attract and retain more customers.
4) Compared with competitors, Tsingtao Brewery's strong brand advantage is not as good as China Resources' capital advantage. The selling point of the product has not been fully tapped.
chance
1) After 67 years of industry integration, the competition pattern of domestic beer industry has been basically established, and excessive competition shows signs of being curbed. The number of beer enterprises has dropped from more than 800 to more than 500.
2) Consumption upgrading promotes product structure upgrading and enterprise profit growth. The improvement of income level laid a foundation for consumption growth, and also provided an objective basis for the consumption growth of a certain brand of beer.
3) National industrial policy support. Vigorously support industrial product structure adjustment, encourage technological innovation, intensify fiscal and taxation policy reform, open up financing channels, establish a credit guarantee system, improve the socialized service system, and create a fair market environment.
4) The development of Wuhan? Expanding north and moving south? An increase in employment opportunities. Will bring consumption growth to brand beer.
threaten
1) At present, the beer industry is still in the second stage of integrated competition, which is not only manifested by the massive invasion of international brands, but also by domestic enterprises. Eat small fish eats big fish? Merger and acquisition
2) The rising price of raw and auxiliary materials brings great cost pressure to the beer industry.
3) The brand keeps entering Wuhan beer market, and the promotion strategy adopted will drive the profit of the whole market to decline.
To sum up, there are three changes in the beer market (1) from commercial to market: enterprises should not only transfer products to customers' warehouses, but also help customers deliver them, strengthen the relationship between customers and downstream channels, and make the terminals sell well.
2) The goal is to change from extensive market expansion operation to increasing unit output: the extensive market operation was originally managed only by agents or dealers, and now the goal is to increase the unit output of every downstream customer, and to intensively cultivate and change from extensive to refined and lean.
3) From a single-handed hunter to an expert in farming: It used to be a single person, but now it has become a professional team. Not one person is operating the market, but the whole team is operating the market and customers. These are the three changes of deep distribution.
Verb (abbreviation for verb) marketing target
1. Target market: Wuhan
2. Market share: X%
3. Focus coverage: hypermarket100%; More than 80% supermarket chains; More than 80% chain convenience stores; More than 60% of department stores; Major hotels. More than 50%.
4. Advertising target: the product attempt rate is 30%; Brand awareness 40%.
5. Short-term sales behavior: By the end of XX, the product sales will be X million cases +065438+ 10 month.
Sixth, the marketing mix strategy.
1. product strategy
Product features: when drinking, the wine is soft, with obvious bouquet and malt aroma, and has the unique refreshing bitterness and lethality of beer. This wine contains basic nutrients such as carbohydrates, amino acids and vitamins. Has the functions of invigorating spleen, regulating stomach and helping digestion. The original wort concentration is 12 degree, and the alcohol content is 3.5 ~ 4 degree.
Target market: for educated white-collar workers, college students and consumer groups with incomes of 2000 or above.
Product positioning: high-end product positioning.
Product packaging: ① recyclable plastic packaging box challenges corrugated box; ② Plastic film heat shrink packaging. ③ Plastic bottles with the thinnest barrier material. ④ The new packaging paper can will replace the traditional packaging of aluminum can (5).
2. Price strategy:
Price retail price positioning: 300 retail purchase price: 2.80 yuan, median price: 2.50 yuan, ex-factory price: 2.30 yuan.
3. Distribution strategy
1) gradually establish a distribution consortium to solidify downstream customers.
2) Strengthen distribution management and enhance channel competitiveness.
3) Strengthen the management of distribution personnel and improve the control of distribution network.
4) Strengthen the management of distribution innovation and improve the core competitiveness of products.
Adhere to the five principles:
Concentration principle: concentrate manpower and financial resources, and concentrate on the selected regional market.
Principle of attacking weak links: beer enterprises should be good at grasping the weak links of their opponents and launching marketing offensive.
Consolidate the fortress and strengthen the principle of territory: many beer enterprises like to sow widely and reap little in the process of operating the market, and have opened up many territories, but the results are very small. In fact, this is very unfavorable to a market and harmful to the brand.
The principle of mastering key customers: deep distribution, mastering core distributors and core terminals, and allocating more resources and energy time to large enterprises.
Zero principle of not visiting customers: since it is in-depth distribution, there can be no blind spots for visiting, and enterprises should establish and improve customer files and data management.
4. Promotion strategy
(A) advertising positioning
(1) Market positioning: Wuhan is the main market, supplemented by Hankou, Hanyang and Wuchang. Gradually spread to Henan, Jiangxi and other regions. The focus of various activities is Wuhan.
(2) Expected product positioning: mid-range, suitable for people who have succeeded or are eager to succeed.
(3) Advertising positioning (TV, pop, newspaper) aims at shaping the male personality characteristics of self-improvement, self-confidence, pursuit of success and never giving up. This is a TV advertisement. In newspapers, advertisements mostly appear in the form of soft articles. Fashion is a symbol of status and taste.
(2) advertising plan
(1) advertising target: white-collar workers aged 25-45. Through the advertising of the four major media, we will strive to initially establish the popularity and reputation of Wheat King in the eyes of consumers in Hubei Province within six months. Enhance 45% popularity and strive for the reputation of 13%.
(2) Advertising means: TV, newspapers, pop, public relations promotion and other means. In the meantime, attention? One foot in the door? The short-term effective terminal pop promotion is aimed at dealers, supported by professional magazine advertisements and news reports, and mainly based on sales incentives.
(3) Mai Wang Marketing Plan (strategic planning)
I made a marketing plan in combination with the depressed market.
The first stage: the market warm-up period is 65438+XX years from February to 65438+XX years 10.
The second stage: the market recovery period of XX years 1-3 months.
The third stage: hot market period: March-April of XX year.
The fourth stage: the cooling-down period of the market is from April to June in XX.
Selection of media in broadcast additional promotion plan
The first stage: The main publicity carriers are Wuhan Evening News, Morning News, Changjiang Daily and Chutian Metropolis Daily.
The second stage: the main propaganda carriers are Wuhan Evening News, Morning News, Changjiang Daily and Chutian Metropolis Daily.
The third stage: the main propaganda carriers are Wuhan Evening News, Morning News, Changjiang Daily and Chutian Metropolis Daily.
Description of advertising promotion stage
1) The market warm-up period (65438+XX February -65438+XX year1October) is mainly to attract attention to it, initially establish the product image and guide consumers to understand the beer brewed by white wheat.
2) The market warm-up period (1-XX March) is dominated by the east wind of the Spring Festival, which deeply guides consumers and shapes consumers' trust and goodwill towards products.
3) Hot market period (March-April, XX), mainly aimed at the opening of the company after the Spring Festival, strengthening the publicity of white-collar workers, maintaining the off-season product popularity with various soft activities, preparing for the summer resale climax, and establishing a complete product image.
Marketing suggestion: In order to match the consumption habits of consumers, the following publicity work is needed:
1) In order to further stimulate the bar and promote Mai Wang, in addition to putting pop in the bar, what else should be done? Good wine, good drink, back projection to get it? Public relations promotion activities. From June 5438 to April, if you sell 5,000 bottles of Maiwang in any bar, you can get a 9990 yuan rear projection color TV set from Toshiba.
2) Before the Chinese New Year, each company will settle accounts in one year. Hold a "master planning seminar" to talk about some well-known domestic business people, such as Zhang Ruimin, about his oec management, ask Shi Yuzhu to talk about his entrepreneurial experience from scratch, and ask Liu Chuanzhi to talk about how he developed a research institute with several people into today's association. Attract well-known entrepreneurs and company executives from the three northeastern provinces and let them know something about them. At this time, events can also shape the brand image of successful people = a glass of beer.
3) Advertise Mai Wang in some newspapers, such as Qian 10, and each person can get 5,000 yuan, so that non-information can be spread to consumers in the cheapest way.
4) During the Spring Festival? Wheat king sets off fireworks to welcome the new year? Activities. During the Spring Festival, people always get together with their families. Jiangbei set off fireworks to thank Wuhan citizens for their support.
5) Publish the award-winning questionnaire of Wheat King in Wuhan Evening News to let more citizens know. 6) Conduct channel wars on major hotels in Wuhan. The dealer sells 1000 cases and rewards a motorcycle. 600 boxes of prize dvd, 400 boxes of prize? Down jacket printed with Mai Wang? 10. Reward hotels.
Seven. action program
First of all, we should investigate and analyze the target market, including regional environment analysis, consumer price elasticity analysis, main competing product price analysis, distribution cost analysis, channel link profit analysis and price adjustment impact analysis, and determine the specific pricing strategy according to competitor price, cost sharing cost analysis, channel link profit analysis and price adjustment impact analysis on the market.
Step 1: Choose to cut into the market. To cut into the market choice, we should refer to the following three elements: from the perspective of competition; From the market point of view, it has good market potential and prospects; From the perspective of enterprises, does the market have radiation effect?
Step 2: Market research and analysis. Investigate the macro aspects of the market, understand the demographic characteristics, market capacity, product grade composition, consumption level composition and future trends. At the same time, we should also know our competitors, dealers and terminals.
Step 3: Make a plan. By analyzing the competition pattern, consumer demand characteristics, main competitive products, existing product structure, channel structure, etc. Then make a product mix, and at the same time, determine your channel strategy through the analysis of consumer purchase characteristics, terminal form, distribution efficiency and management strength.
Step 4: Build a management platform. Whether deep distribution can be well implemented depends on whether the organizational function of the marketing system is perfect and whether it can be effectively implemented.
The fourth is the coordination function. As the marketing department of an enterprise, it is necessary to strengthen the coordination function. The marketing department conducts market research, strategic planning and strategic formulation; The sales department is responsible for product promotion and terminal implementation; The administrative department should do a good job in administrative management, logistics service, coordinating product distribution and making sales plans.
Step 5: Start, develop and consolidate the deep distribution regional market. There is a flow chart to start the market. First of all, you should prepare for the market, choose the right dealers, investigate how many retailers are downstream of each dealer, and then draw a map to further master the terminal network. In the start-up stage of the market, terminal distribution sales, channel promotion incentives and promotion campaigns are indispensable. Therefore, in-depth distribution must increase the distribution rate, enter every store to shop, and skillfully set up promotion strategies and other forms of incentives during distribution. Start the deep distribution mode through distribution, promotion and terminal publicity.
Step 6: Promote replication. Through market research, the enterprise has selected suitable regions and markets, core distributors and suitable terminal manufacturers. Through the introduction of this deep distribution model, the market effect is remarkable. For beer enterprises, the follow-up work is to summarize this model and then promote replication.
Model article 2 of sales copy
According to the total sales target of xx beer in Sichuan in 20xx year, 654.38+0 billion yuan, total sales of 80 billion bottles and the channel strategy in 20xx year, the following work plan is formulated:
I. Market analysis
First, competitor analysis.
1. Sichuan has a large population, high living standard and large beer sales, which attracts competition from beer manufacturers. Therefore, we need to do the following.
First, ensure product quality.
C, under the influence of the unified brand of xx beer, do a good job in the sales of xx beer.
B, local products, long-term operation. With other beer production markets, it has formed a mutually promoting image establishment and promotion function.
Planned time: 20xx-6-24
D. advertising activities have been comprehensively and meticulously planned and implemented.
E, strive to improve the quality of cadres, improve the cohesion of the whole team.
F, improve the salesman's ability, and strive to obtain the sales right with large consumption area.
2. The investigation on the advertising effect of xx beer shows the following data:
A. transmission rate. People who have seen xx beer advertisements
Accounting for 72.8% of the total survey.
28.2% people have never seen it.
B, preference
50% like xx beer advertisement.
Generally accounting for 48%
2% like it.
C. sources of information:
Television Sctv accounts for 67% of advertisements, while other TV stations account for less than 25%.
Newspapers. 53% people have seen the advertisement of xx beer in the newspaper.
The data shows that the advertising and sales of xx beer have achieved excellent results.
Second, the potential market prospects
L Sichuan, as the most important inland area, provides us with the best sales environment.
2. Sichuan is an affluent area in China, with high per capita income and strong consumption power.
3. The high temperature period in summer in Sichuan lasts for a long time, and beer culture has formed a unique culture in this area.
Although 4.xx beer is not dominated by Sichuan, there is still a big market vacancy in the beer industry.
Third, the importance of developing Sichuan market.
As a vast market with huge consumption potential, Sichuan has great economic development value.
2. Promoting xx beer in Sichuan can be more conducive to the strong development of beer industry.
Fourth, advertising positioning.
First, the market positioning
Mainly in Chengdu, supplemented by Mianyang, Deyang, Suining and Panzhihua, radiating the whole province and city. All kinds of activities are focused on Chengdu.
Second, commodity positioning
High-quality, low to medium-high alcoholic beverages.
Third, the purpose of advertising.
After this year's advertising, in the hearts of consumers in various provinces and cities, the popularity and goodwill of xx beer have been initially established. And can gain a foothold in Sichuan beer market and share the market with other producers.
Fourth, staged advertising.
L, sales expansion period (20xx years 4? June), the main task is to attract consumers' attention to xx beer; Cultivate the recommendation rate of retail shopkeepers, initially establish the product image, guide consumers to understand xx beer, and expand the market on the basis of last year.
2. Strong sales period (July-June 65438+ 10), deeply guiding consumers, shaping the trust and goodwill of products, and dividing up the market.
3. During the supplementary period (1 1- Spring Festival), various soft activities are used to maintain the popularity of products in the off-season, prepare for the sales climax in the coming year, and establish a complete product image.
Verb (abbreviation of verb) strategic suggestion
A series of newspaper advertisements. Design a series of ready-made newspaper advertisements. (The following propaganda titles are for reference only)
Main advertisement. Direct promotion of products, published all year round.
First, from the perspective of commodities
? Real strength.
? Because it is so delicious, it is often left out in the cold.
? Extra? Time? , to xx beer?
B, cut in from the perspective of the World Cup
? Football passion is xx beer? .
? Xx beer is for brothers and friends.
? Say goodbye to boring time, you have xx beer.
4. Pay attention to the effect of advertising songs. In Sichuan, radio stations have always had a considerable audience in cities, towns and rural areas, and the media prices are cheap. Therefore, a professional lyricist and songwriter is entrusted to design an advertising song that is easy for Cantonese people to listen to, remember and sing, and it will easily enter thousands of households after long-term play.
5. Promotional activities.
1, activity-oriented, ok? World Cup? For the theme, cooperate with a TV station to produce a set of programs (face the World Cup, pay attention to the World Cup, etc. ). Improve the popularity of xx beer and enhance the goodwill of xx beer among the masses.
2. In the busy streets of major cities? World Cup? Activities, such as? He hit his balls? 、? I also play the World Cup? 、? I love football? And other activities. In order to enhance the public's goodwill towards xx beer.
3. You can carry out activities such as buying boxes to give gifts and drawing prizes to enhance the popularity of xx beer.
Capital flow of intransitive verbs
1. Improve the treatment of excellent salesmen and increase funds for technological innovation.
2, increase the cost of activities, increase the number of activities.
3. Increase advertising investment, and vigorously promote xx beer through TV, newspapers, radio and other forms.
4. Make a budget for the activity and give an evaluation plan for this activity.
Seven. Planning purpose
Through various forms and activities, enhance the goodwill and popularity of xx beer among the masses. Improve the total sales volume and total sales volume of xx Beer Company in Sichuan Province, and effectively open the inland city market.
Eight, backup plan
If the activity cannot be carried out temporarily for other reasons, wait for the superior's notice.
Planner: Xiong Min
Model article 3 of sales copy
order
The actual requirement for consumers to buy wooden floors is to create a high-quality living environment and yearning for a better life. Buying a good brand of good floor has become a very rational problem for consumers. Therefore, when promoting products, it is more important to highlight the brand culture of products and be closer to consumers' psychology.
With the coming of May 1 International Labor Day, the long holiday of hard workers is coming soon, which meets the psychological needs of consumers. Only by formulating corresponding promotion methods can we achieve good results.
Second, the theme of the event
Golden week? Price?
Xx building may day special promotion hot promotion
With the arrival of May Day International Labor Day, Xx brings you the most affordable gift, so that Xx Building can show it with you? Price? .
Note: Need to design? Golden week big price? icon
Third, the background of the incident
On May 1 ST Labor Day, major businesses have come up with preferential policies and promotional gifts to enhance their popularity and attract consumers. Attracting consumers by lowering prices is the most common means, but it is also the most practical and useful means for consumers to really move.
Fourth, the activity time
April 28th? May 13
Verb (abbreviation for verb) activity place
National Xx floor dealer
Activity flow of intransitive verbs
This activity is divided into three processes:
I publicity period
Time: April 20? April 28th
In the form of newspaper hard advertisements, website hard advertisements or TV news reports, the content is mainly reports? High quality Xx floor with you? Price? Opportunity is rare, hurry up? Carry out pre-media promotion and hype.
Media selection:
1, newspaper: hard advertisement in banner with active theme screen.
Golden week? Price? Xx floor may day special promotion, the opportunity is rare, act quickly, buy high-quality Xx floor with the lowest price, and have a relaxed may day.
2. Website: a hard advertisement with the theme image of the event as its content.
3. One page: activity content+company profile
Second, the activity period
Time: April 28th? May 13
Xx floor will provide the most advantageous price during the May Day Labor Day, which will completely benefit consumers and fight a beautiful price promotion war. There are more gifts waiting for you.
Activity content:
1, welcome when you come, surprise.
During Labor Day, customers who buy Xx products will get a beautiful gift (lighter, ashtray, photo album).
A five-level gift will add luster to your new home.
1, buy a mop below 50 square meters.
2. Buy a brand-name telephone with an area of 50 square meters or more.
Buy a brand-name rice cooker with an area of more than 70 square meters.
4. Buy a brand-name microwave oven with a floor 100 square meter or more.
5. Buy a brand-name microwave oven and a brand-name rice cooker with a building area of 150 square meters or more.
3. Special offers tempt you to stop impulsively.
It is suggested to take out 2-3 models in stock, and the market price is around 70 yuan, which should have a price advantage.
Activity details:
1, the special floor does not participate in discounts and gifts, and does not include installation and accessories.
2. The number of special floors is limited, while stocks last.
The customer can only receive the gift after paying the deposit.
(Note: Gifts should be wrapped in gift bags. )