I) Foreword:
Chocolate seems to have long been the first choice for people to convey emotions and enjoy the perfect moment. However, into the shopping mall, dealing with a wide range of various brands, consumers are difficult to choose, consumers are concerned about not just a box of candy. It's not just about a box of candy, it's about the quality of the product. How about the taste. They want the whole box of chocolates to be able to bring an extraordinary feeling. In response to the increasingly sophisticated consumers, our company not only makes every effort to develop high-quality Dove milk chocolate, but also seeks new innovations every year. We expect to give the perfect chocolate experience at home
(II) Market Analysis
1: Market Background (Marketability, Business Opportunity, Market Growth)
1) According to the survey results, Liuzhou chocolate market has a very high brand concentration. Consumers mainly want to eat two brands of chocolate, Dove and Cadbury, respectively, accounting for 60.2% and 28.8%, the total consumption rate reached nearly 90%, this phenomenon has never been seen in other types of food markets.
2. Product Analysis
1. Use: Gift. Gift. Eat your own
2. Naming: set the name of the Chinese. There is a sense of intimacy.
3. Packaging: European and American style design. Very exquisite
4. Taste: sweet and savory.
5. Price: retail price: 40 to 200 yuan.
7: development period growth period
Goods 25% cost 12% Goods 25% cost 13.5%
Advertisement 45% net profit 10% advertisement cost 30% net profit 23.5%
Interest 8% interest 8%
8. . good taste;
3. pure chocolate flavor;
4. taste is not too sweet, good taste;
5. get used to buying;
6. melted in the mouth;
7. good taste, smooth;
8. more delicate;
9. contains more calories;
10. not greasy mouth.
9. Product Disadvantages:
1. high price;
2. too sweet;
3. fire;
4. few varieties, not many patterns;
5. not easy to store;
6. large pieces, inconvenient;
7. small amount;
8. mushy taste.
C) Competitor analysis:
Cadbury, Jindi and other products entered the market earlier. In the minds of consumers must have the weight. In the Chinese market for chocolate products sales contribution is the annual festival market (Mid-Autumn Festival/Christmas/Chinese New Year/Valentine's Day), the product sales in this market happen to be gift/gift box based. It can be said that in China, Goldie's chocolate is not sold, but China's gift box chocolate is definitely sold by Goldie's. The "gift-giving" market is the most important market in China. And "gifting" is a brand claim that has not taken hold until the last two years, when not only health products can be gifted, but even spices are now available in gift packs. It is by virtue of the advantage of one step ahead, Jindi soon after the top, in the last year Jindi finally overtook Cadbury, ranked second in the industry, second only to Dove.
IV):Advertising Strategy
1. Advertising Objective (the goal of corporate advertising campaigns
Increase consumer interest in purchasing. The purpose of this medium and long run advertisement is that consumers have a clearer understanding of the characteristics of the product after watching or listening to the advertisement. Stimulate the economic law of purchase *. This advertisement mainly introduces the taste of the brand
2. Advertisement object: 16---45 years old, this age group of couples or * is in full energy. They are in love with each other and pay more attention to romance.
Middle-aged men and women over 45 years old. They are prone to diabetes. Or hypertension and other syndromes. Not easy for young women. 16-28. is the main market. Women* eat chocolate Chocolate can be said to be one of the most delicious foodstuffs, and despite the agonizing choice between body shape and deliciousness, women's preference for chocolate is still very evident from a realistic point of view. In several of the major brands mentioned earlier,, this proves that the tendency of women, especially young women, to buy chocolate is quite pronounced, and then specifically compared, the age factor has a slightly greater impact on the buyer than the gender factor.
3. Advertisement area: covering the whole country
4. Advertisement idea:
1) Advertisement theme. Feel the feeling of mouth and mouth.
A young couple. Their relationship is quite good. They are in a kissing contest. They entered a kissing contest, which was scheduled to be held in the afternoon. The girl dresses up at home early. With her favorite Dove chocolate in her mouth. Soon. The boy came to pick up the girl and take her to the competition venue. At the order of the organizer. Each contestant kisses his girlfriend. The boy kissed the girl on the lips. Sweet. And they go on like that. In the end. They won the competition. The host asked him. "What do you think? He said. "Derwent Chocolate. It's really good.
2) The theme of the commercial, make your dreams come true.
There was a girl. She loves chocolate. She loves Dove. Every day she would eat a small piece.
Gradually, eating chocolate became a habit. She dreamed of having a life like chocolate. She dreamed of a chocolate love affair. Before eating. Always look at the chocolate. She always looked at the chocolate before eating it. Smiling, she said, "If only my prince was you. It was then. The chocolate in front of me turned into a handsome boy. In the end. They fell in love. Every day they watched the sunrise together. Watching the sunset. It's a very sweet life `
5. Advertising implementation phase: December 20xx --- May 20xx
V) Advertising media strategy:
1) Main media --- TV auxiliary media --- print ads
VI) Advertising effect prediction.
New listing 2000020%
The first special sale 3000030%
The gap digestion period 100003.6%
The second special sale 5000025.1%
Total: 100000100.0%
Part II
Part I Overview
p> First, how to effectively amplify the Changshu market sensational effect, strongly shaping the brand image of "Shuangwei Investment", increase the "Shuangwei Investment" visibility and reputation, and thus lead to the chain effect of the entire Suzhou market, the market has become the focus of the current development of the The focus of the current market.
Second, the brand promotion objectives
Based on the investment and finance and real estate mortgage sales promotion to shape the "Sunway Investment" brand image, so that "Sunway Investment" through the efforts of all the benefits, to achieve The purpose of half the effort is twice the result with half the effort. On the basis of the company's previous publicity to extend and refine, and mainly to open up the inherent market of peers and other people's blind spot to enhance the brand image of "Sunway Investment". At the same time, the previous hype focused on: the development of real estate agents and banks, securities companies and investment counterparts, etc., and vigorously enhance the "Sunway Investment" brand image, so in the next period of time, publicity and promotion of the main intermediaries through visits to customers and media promotions to achieve.
Third, the main line of promotion
The main line of brand promotion
As "Sunway Investment" into the financial investment industry soon, the visibility is not high, the reputation of the need to publicize and promote. Therefore, it was a natural choice to enhance the image of Sunway Investment through customer visits and media influence.
As a financial investment enterprise that expects long-term sustainable development, it is essential to have its own appeal (Mr. Ni has already started to prepare), so to determine a brand promotion line, in order to be able to carry the entire publicity and promotion activities need to quote the material and clues, hype cattle, and does not appear to be messy and clueless.
The second part of the specific implementation details
A brand promotion materials
According to the "three" in the brand promotion of the main line of the exposition, the brand promotion stage can be divided into three periods:
1, brand positioning period observation period
Used to prepare the information with a more concise Copy in the form of print advertisements to reveal the products invested by Sunway. Can make some small gifts. Such as: small calendars, easy pull-ups, wall charts and so on.
2, the brand cultivation period to spread the net period
With more energy to do market development, the development of real estate agency customers and investment peer customers (including banks, securities companies, investment companies, microfinance companies, the first-line market), and to further strengthen the brand image of "Sunway Investment".
3, brand maturity closing period
Beginning of their own detailed conditions, market operations, etc. to understand, improve their own shortcomings, increase the business information, guide investors and peers to focus on the products of the Sunway Investment, enhance the quality of the sales staff and the company's brand image. Let the customer and your cooperation and willing to cooperate with you for a long time!
Second, the phases of activities and hype arrangements
The first stage: fully prepared information, regularly in the manpower more concentrated shopping malls, supermarkets or pedestrian streets to hold brand publicity activities.
The second stage: a good market deployment, reasonable arrangement of manpower, strict requirements for their own market layout, explore the market, looking for business opportunities, open up the blind spot of other companies, so that the company's performance sustainable development.
The third stage: to invite peers to visit the company, the introduction of dual-power product program. Let peers understand us, willing to cooperate with us.
The fourth stage: position yourself well, be courteous, favorable and courteous. Not humble, not overbearing, can not let the customer lead by the nose. Grasp the customer's psychology, timely and good information feedback. Avoid unnecessary mistakes.
Fifth stage: some timely business seminars to remind themselves of their own shortcomings, perfect their own shortcomings.
Sixth stage: do a good job of categorizing and organizing information, timely processing of information and timely feedback, so that information processing can reach a timely and effective, give full play to the role of information.
Seventh stage: understand the business mentality, do a good job of reasonable guidance, so that the business has *, we have the motivation. The company can be sustainable development.
The eighth stage: regularly do a good job summarizing the market, find their own shortcomings, immediately make adjustments to the arrangements. Let customers understand and understand, to avoid customer loss.
Third, the industry media hype promotion
1, preparation
Understand the Changshu market environment overview, geographic location, consumption potential analysis, investment scale, development strength.
2, market research
At this moment is in the most favorable period, therefore, "Shuangwei investment" is currently the first priority is to do a good job in the market image publicity and market publicity. Specifically to the company's policies and development and construction progress, the development of this market planning program. Inevitably, there are shortcomings, hope that the company's leadership can **** with the discussion into practice.
3, advertising strategy
Through analysis, according to the market itself positioning and style, locking publicity and development of the target group: second-hand real estate agents, investment counterparts, banks, securities companies, first-line customers. The following advertising strategies are formulated:
(1) Strong publicity
Advertisements on market conditions, introduction of preferential policies, introduction of hardware and software facilities, and introduction of how to introduce products, etc.
(2) Market cultivation stage
Promotional theme: cultivation of business and popularity
1) Carry out brand publicity one by one to reflect the market's effective influence.
2) The industry, customers related to the market evaluation, views.
Do a good job of publicizing the development of the market and how to retain customers for a long time is an important measure, so it is important to cultivate the market, the business, popularity of speculation up to do.
Purpose: Manufacturer gas, popularity, revitalize the market, so that everyone has money to make money and do business. Let customers understand that Sunway's products are good, the service has advantages, efficient, fast, fair and reasonable price, reputation is guaranteed. Forms of performance: a variety of promotional activities channels, promotional color ads, small gifts, etc., door-to-door visits to customers and a detailed introduction to the advantages of the company's products and so on.
(3) publicity and consolidation stage
To product advantages, brand promotion theme, through uninterrupted advertising, and strive to double the investment in Changshu market bigger and stronger. To make the Changshu market development, make its own perfect still need a long process, maintain the long-term prosperity and stability of the market, but also need long-term investment in advertising to strengthen and promote. Changshu market gradually constitute the core competitiveness, have their own potential to retain customers for a long time, peers as well as to enhance the company's business, popularity, staff morale.
Forms of expression: holiday congratulations ads, market product introduction ads, shopping malls, supermarkets, pedestrian street booths, and advertising with intermediary customers.