As for the specific planning program to do this thing you contact QQ434842736 it
Give you a sample of it ＼ play a little bit more on their own
"Datang Manor" mineral water listing promotion plan
The first step is to make sure that you have a good idea of what you want to do with the water.
Table of Contents
I. Preface
II. Situation Assessment, Observation or Analysis of the Mineral Water Market
III. Pre-launch Marketing must be preceded by one step or several steps
IV. Normative Management Groundwork
V. Establishment and Management of Channel Construction and Logistics System
VI, Training
VII, VI design and introduction
VIII, advertising, thematic activities, public relations activities
I. Preface
Beijing's "Datang Manor" mineral water project is being carried out intensively, in order to "Datang Manor" mineral water as soon as possible to enter the market.
Beijing "Datang Manor" mineral water project is in progress, in order to make "Datang Manor" mineral water as soon as possible to enter the market and a specific class of consumers at home and in the mouth, on the preoperational or preparatory work for the proposed planning or planning text for "Datang Manor" Mineral Water Manufacturing Company reference.
A new brand of mineral water on the market for a successful enterprise, you can borrow the existing brand and access to network resources, you can also invest huge sums of money to carry out high-profile promotions, market awareness of the early stage of the education, but for the "Datang Manor" brand new varieties of mineral water, these advantages of the conditions are not Possess, it is necessary to reasonably grasp the timing of the market, the use of their limited resources for the scientific and effective operation of the product listing.
Second, the situation assessment, observation or analysis of the mineral water market
Because in determining the project has been through the SWOT analysis, so this text does not involve the content, only combined with the listing of the preparatory work for the mineral water situation for a basic understanding and analysis: (omitted)
Third, the listing of the marketing must be preceded by a step or steps
According to the "Datang Manor" new mineral water varieties, these advantages are not available. "Datang Manor" mineral water manufacturing company's leadership thinking, "Datang Manor" positioning in the middle and high-income class consumer groups, to create such a high-grade mineral water, so at this stage of the mineral water market, we initially think or suggest: Need to work or prepare for the following aspects from the perspective or level of cultural marketing.
(A) strategic environment
The first stage of marketing planning includes two steps: defining the "Datang Manor" mineral water manufacturing company's mission and identifying the "Datang Manor" mineral water manufacturing company's goals. The mission and goals are derived from the strategic planning process. Identifying the strategic context of the marketing program is necessary to ensure that specific marketing objectives and strategies are directed at the corporate level rather than the sub-optimal objectives of the marketing department.
1. Company Mission
The purpose of a mission statement is to provide the company's shareholders and all employees with a clear understanding of the company's purpose and direction. The mission statement is an important tool to enable the coordination of different activities within the company. It provides a philosophical framework that enables employees from different departments to work together to achieve the overall goals of the company. It is important to emphasize that the effectiveness of a mission statement for an organization depends on the input of the company's shareholders and employees, especially the internal company shareholders, into the mission. Only when the mission is clearly communicated and felt will the shareholders and employees have such input.
While defining a company's mission occurs at the level of corporate planning, it is essential to consider the company's mission in the marketing plan so that subsequent steps of the marketing plan are focused on achieving the company's overall goals. If the organization does not have a formal corporate planning system, then the marketing plan should also include the development of the company's mission. If the organization has a formal corporate planning system and the company's mission, then the marketing plan is necessary to assess the existing company's mission, combined with the mission of the "Datang Manor" mineral water manufacturing company, we believe that we can be designed from three perspectives: social, economic, and corporate.
2. Objectives
Once the mission statement has been clarified, the objectives of the company need to be expressed. The purpose of corporate goals is to allow the company's shareholders and employees to measure the success of the mission.
Corporate goals need to set key areas of targeting:
(1) Market position: sales and market share (by product and market segment) customer service levels service availability;
(2) Innovation: new products and services to reach market goals;
(3) Productivity: productivity of employees and capital
(4) Physical and financial resources: buildings, equipment, ownership and technology funds raw materials and components;
(5) Profitability: asset replacement innovation and expansion attracting new funds and risk returns;
(6) Management performance and development;
(7) Employee performance and attitudes;
(8) Public ****ability;
At this level, the emphasis is on the company's strategic objectives rather than on tactical objectives related to marketing or operations. In order to compete effectively in the marketplace, goals in the above areas must be set. The company goals must be attainable with effort.
Objectives may be qualitative and used within the company must be based on exact goals to be achieved within a specific time period, setting a mission statement and company objectives provides the opportunity to see if both are appropriate. Company goals should also be able to assess that the company mission is being achieved. Therefore, the corporate mission and corporate goals are closely linked. The company mission and company goals come from the strategic planning process. Strategic planning is the responsibility of top management, not the marketing department. Clearly defined elements of the company mission and goals are the basis for a properly developed marketing plan. The basic purpose of a marketing plan is to accomplish these specific objectives and to provide an overall framework for implementing the marketing strategy.
(2) the guiding ideology for the development of marketing strategy for "Datang Manor" mineral water:
The development of marketing strategy is the most important part of the overall marketing planning process.
In conjunction with the situation of the "Datang Manor" mineral water project, we believe that in the development of marketing strategy, we need to determine the following two aspects of the marketing ideas or guiding ideology of business issues:
(1) seize the behavioral characteristics of the segmented consumer groups, we must use the strategy of differentiated marketing, with unique cultural concepts and innovative forms to quickly attract the attention of the consumer. Cultural concepts and innovative forms to quickly attract the attention of the specifically targeted consumer groups, and through the specifically targeted consumer groups to influence and develop more consumer groups, at the same time can reduce the customer's sensitivity to the price of the product, and quickly cut into the market;
(2) Avoid the fierce competition in the middle and low end of the market, to increase the maneuverability in the middle and high end of the market to create an alternative cultural brand, and at the same time can be used for the company to obtain higher profits, create their own competitive advantage, and lead the market in this field.
(C) "Datang Manor" mineral water marketing strategy:
Because the "Datang Manor" mineral water is a new taste of mineral water, the product has just entered the market, the market for the benefits of this product has not formed a cognitive, this time, we have a lot to do. Did not form a cognitive, at this time, we need to the market for product awareness of the education and publicity work, the market cultivation of this product is from the beginning of the rational education, specifically target consumer groups and consumers are also from the rational understanding of the gradual transition to emotional acceptance of the stage, so this time the "Datang Manor" positioning is Positioning of product benefits for the specific target consumer groups and consumers; with the development of the market positioning of the product will be gradually improved and changed, so it is necessary to carry out a large number of oriented publicity and education work from the perspective of cultural marketing in the early stage:
l, the positioning of the product is to establish the origin of the market performance:
New products on the market should be based on the promotion of the product in different product phases using different promotional strategies. The product stage using different promotional strategies and methods, because the product in the product introduction stage, this stage of the obvious characteristics of the product popularity is not high, the market awareness of the product is still in the very early stages, from the perspective of the enterprise, more work is still to educate the market as the main focus, so the promotion strategy at this time is to inform the product's functionality as the primary work.
The completion of product positioning and market positioning is not taken out for show, each of our steps are related to the fate of the product's future in the market, only to do a good job of positioning accurately, we can carry out the corresponding market education and promotion work.
Why is the positioning of the enterprise market performance of the origin? Because we will understand and know to whom to say, but also will know what to say, not to aimlessly bombard the market.
In short, the listing of the positioning and concept of the design of the product is a key factor in the success or failure of the product, only to do a good job of these jobs, the product listing may be successful, in general: the main points of the concept of product design:
First: the main points of the product concept of positioning:
1, the positioning of product concepts is determined by the product itself is unique to the essence of the interests of the product itself can not be created out of thin air, the product concepts. But we have many concepts for the product how to strengthen its main concept is what we have to do.
2, the product concept must be in line with the interests of the majority of people in a particular class needs the concept.
3, the product concept should be based on the market situation in the rational consumption and emotional consumption of the crowd to choose.
We are now "Datang Manor" mineral water has been positioned in the level of cultural taste, it is necessary to combine this level of consumer groups R & D, to determine the refinement of the product concept:
1, the brand concept: the sale of water, but also the sale of health and culture.
2, brand foundation: not only to meet the basic physiological needs, while providing other brands can not provide the value; the above benefits can be met in a convenient, pleasant situation.
3, the concept of support: "Datang Manor" mineral water generation place of natural geographic structure as the scientific basis, to create "Datang Manor" mineral water unique concept.
The first level: natural geographic structure, beyond the general mineral water, do enough mineral water in the mineral content of strontium and metasilicic acid and other double important indicators of the concept of the whole standard.
The second level: the performance and the concept of modern scientific refining, the realization of the essence of mineral water reproduction, explaining thoroughly "Datang Manor" mineral water easy to melt in the human body and strengthen the body.
Corresponding strategies can be:
1. strategic strategy: flag clearly with pure water, general mineral water demarcation, do not fight the price war, not with it a piece of the downhill road; play "Datang Manor" mineral water mineral quality structure and function of the card, highlighting the value of the dual-important or dual-important indicators, and make clear the value of the benefits that consumers can get. Consumers can get the value of the benefits; to the whole society to advocate a green and healthy lifestyle, spreading scientific and correct consumption concepts, so as to establish a healthy and high-grade brand image, and to shape a sincerely responsible for the community, for the benefit of mankind and the work of the corporate image.
2. Strategic steps: establish the brand, to be the boss of Beijing place; strengthen the brand, to be the famous brand of Beijing mineral water; extend the brand, to be China's green and healthy industry leader with double important indicators as the core.
3. Strategic deployment: Beijing as the base camp, and Beijing as the key market in the north, after stabilizing the position, to the whole country.
4. Brand image positioning: health, vitality and noble taste.
5. Functional positioning of the product: how to find the product characteristics and consumer demand point of coincidence? Is the "Datang Manor" before the listing of mineral water publicity and consumer-oriented important work to pave the way.
Suggested from the medical, health and other perspectives and medical, health and other media to find the double substance on the human body's health care, health water science and publicity. For example: can be aimed at strontium is generally easy to lack of modern people but is a key role in human health, the elderly, intellectual laborers, physical exertion, children and students a large number of lack of strontium, so there are a lot of topics can be popularized and publicity; similarly, it can be and it is necessary to combine with metasilicic acid on the human body's health to publicize the role of publicity. A series of popular science articles can be published around the above concepts, entitled: What kind of water do we really drink? Why is the price of mineral water with double excellent index high? Why is pure water not allowed for primary and secondary school students in Beijing? Is it really healthy to drink pure water for a long time? How to distinguish between good and bad mineral water? Can I get kidney stones if I drink mineral water for a long time? Is "mountain spring" mineral water? Why is mineral water more precious? What does Healthy Family tell us?
Things are more valuable when they are rare, and "Datang Manor" is the only natural mineral water in China that meets the standard of double important mineral content, and is the only high-quality mineral water in the country that meets the standard of double minerals at the same time, so it is necessary to set up and publicize a kind of consumption orientation on this basis: i.e., one bottle of "Datang Manor" water is equal to two bottles of general mineral water. "Water is equal to two bottles of general mineral water; drink a bottle of" Datang Manor "increase two bottles of general mineral water health elements, which is" Datang Manor "product positioning is an important basis for the realization of the value of monopoly, competition to win the foothold.
6. Positioning of consumer groups: white-collar class and cultural people as the main consumer-oriented, thus leading to the point of radiation of other consumer groups.
Second: the product market selling points
1, "Datang Manor" is different from similar mineral water products, so we have to refine and give "Datang Manor" clear concept, and quickly inform the target consumers, contributing to the reason for them to buy the product. The reason for their purchase of this product.
2, the product selling point is the product in the demand for people to find out a reason to buy.
3. A selling point can be a benefit attached to a product.
4, the product selling point can be the stage of the product goals.
In conjunction with this, we also may and can be "Datang Manor" mineral water concept positioned as the current period of "atypical mineral water", or "royal mineral water ".
(D), before the listing can be and is necessary to do the publicity work:
1, to determine the name of cultural taste:
Product name represents the culture, so in the name, the beginning of the cultural flavor, in the name can be their own creation, you can also call for the name of the name of the way to call for the name of the name of the announcement is a kind of publicity, call for the name of the slogan can be "a thousand dollars to find one". The advertisement slogan can be "A Thousand Dollars for One"; the word "Thousand Dollars" has a double meaning, "Thousand Dollars" is synonymous with a daughter, the daughter of a great lady is going to be born, which can arouse the interest of all people. The word "Qianjin" means "thousand dollars". This advertisement for the name can be publicized in the place of specific consumers or main channels.
2, product pre-launch padding and publicity strategy:
(1) from the chemical manufacturing enterprises to diversify and develop, and enter the mineral water project as a news point for publicity, select the Beijing Daily, Beijing Evening News, Beijing Modern Business News, Beijing Evening News, Beijing Evening News, Fine Shopping Guide and other newspapers in Beijing as well as industry newspapers related to the plant such as the China Chemical Industry Newspaper", "National Chemical Network", "Economic Daily News", etc. published soft publicity.
(2) According to the advantageous position of Poolsmart in the retail industry, based on its business philosophy of "always providing the best goods for members/customers; always saving money for members/customers", Poolsmart entered the mineral water market and produced "Datang Manor", selecting "China Industry and Commerce Guide" and other newspapers in Beijing, as well as the factory's related industry newspapers, such as "China Chemical Industry News", "National Chemical Network", "Economic Daily", etc. to publish soft articles. ", choose "China Business Times", "Beijing Evening News", "Beijing Modern Business News", "Beijing Evening News", "Fine Shopping Guide" and so on to publish soft articles.
(3) from the point of view of providing re-employment opportunities to publicize the "Datang Manor" manufacturer, choose "Beijing Daily", "Beijing Evening News", "Beijing Modern Business News", "Beijing Evening News".
(4) From the perspective of recruitment to publicize the "Datang Manor", selectively participate in some of the large-scale job fairs that can attract social attention, and put out the flag or signboard of "only recruiting laid-off people to serve as water delivery workers for atypical mineral water" to create a market sensation or dissemination effect. The market sensation or dissemination effect. Beijing Talent Market News and Beijing Daily can be chosen for publicity.
(5) From the "Datang Manor" preferred image spokesman XXX and XXX point of view of publicity, can do TV interviews and newspaper interviews, interviews with artists, through their expression of willingness to play the "Datang Manor" spokesman's language, to set off the "Datang Manor". Language, to set off the "Datang Manor" mineral water, for the "Datang Manor" mineral water into tens of thousands of households, imports, advanced public or characteristics of the crowd's eyes and heart.
(6) posters or advertising posters:
Posted or displayed in two stages:
The first posters or advertising posters are only the image of the spokesman for the characters but not the product, can be posted in the subway advertising positions and Pursmart Beijing store, above the advertisement with "Guess what new roles he and she will assume! ", guess the right prize, lottery, the prize is to watch the Peking Opera show or get a box of "Datang Manor" mineral water, in time, this advertising campaign in the follow-up television interviews carried out before.
The second posting is "patch" like advertising posters, the "Datang Manor" mineral water bottles in the first poster or advertising posters "patch" The bottle of "Datang Manor" mineral water was "patched" onto the first poster or advertising poster.
(7) Creating an atmosphere of scarcity and precious drinking:
A. Prizes of Pursmart: Pursmart members will be given a case of "Datang Manor" mineral water to show the preciousness of their identity.
B. With the establishment of a specific group of people with the "Datang Manor" mineral water, a variety of angles to promote the "Datang Manor" mineral water.
Preliminarily selected specific groups of people are:
A, actors: from the Peking Opera actors to extend, radiate to other singers and actors to promote the national culture or on behalf of the national culture of actors and actresses at the same time, but also has a high political status of the personnel as the image of the product spokesman, reflecting the product grade and cultural taste, through their social activities, the product will be brought to the social circle of their activities or the influence of radiation, first of all, the influence of the "Datang Manor" mineral water. Social circle, the first to influence the actors as well as the audience.
B, medical workers: for medical workers who have participated in the fight against SARS, in cooperation with the health sector, held a "'atypical' mineral water gift anti-'SARS' medical workers "The gift ceremony, and supplemented with soft publicity, select "Beijing Daily", "Beijing Evening News", "Beijing Modern Business News", "Beijing Evening News", "Fine Shopping Guide" 263, Sina published. In addition, supplemented with "atypical mineral water out of nowhere" report, language misplaced way to report and publicity, consumers think it is the prevention of "SARS", but in fact it is the use of language skills, "atypical"! "Mineral water, different from the meaning of other mineral water, but implies the prevention of SARS pneumonia ambiguity, there is no prevention and treatment of "SARS" of the word, but it is easy for people to pay attention to the word, can quickly for the public to know. Can be properly added to the double excellent indicator mineral water with "Banlangen" to enhance the resistance of the effect, extending the formation of anti-SARS mineral water, atypical mineral water concept can be quickly accepted by consumers.
C, with the Beijing Municipal Blood Center, the personnel of the blood gift "Datang Manor" mineral water, in order to guide the implied drinking of the water can promote physical recovery, implied that the water contributes to the awareness of health, and supplemented with soft publicity, selecting the "Beijing Daily," "Beijing Evening News," "Beijing Modern Business News," "Beijing Evening News", "Fine Shopping Guide", "Beijing Daily", "Beijing Daily", "Beijing Evening News", "Beijing Daily", "Beijing Evening News" and "Beijing Daily". Beijing Daily, Beijing Evening News, Beijing Modern Business News, Beijing Evening News, Boutique Shopping Guide, 263, Sina published.
D, aviation drinks on the plane: Northern Airlines or China Southern Airlines flights on the "Datang Manor" mineral water.
E, Peking Opera actors and actresses and ticket holders exchange or training activities, all using "Datang Manor" mineral water, at the same time in the television coverage of conscious performance.
Four, standardized management of the groundwork
Successful enterprises must be behind the standardized and innovative enterprise management system in the standardized implementation.
Successful enterprises in the implementation of enterprise management system has *** with the same characteristics, that is, the normative management system preparation or innovation (new enterprise management system preparation process is actually an innovative process) and the effect of the implementation of the normative management system and other factors more successful than the other enterprises, and is in the continuous, stable innovation, optimization process, cyclic upgrading to improve the quality of implementation of the normative management system. Normative management system of the implementation of the quality, maintain and enhance the scientific and efficient enterprise management system system of operational effectiveness; as a mineral water manufacturing enterprises corresponding to the success of the people at the outset, we must position the enterprise in the success of the development of the basis of the enterprise management and development is not successful, its products must not be able to achieve success in sales performance.
The establishment of the organization, management system and process of the establishment of work:
1, "Datang Manor" of the manufacturer's organizational design, departmental function design, job description design, especially in the sales department's organizational design, departmental function design, job description design;
2, sales channel design or layout: the layout of the water delivery points;
3, the company's overall management system design;
4, the sales department's management system design;
The first category: user-oriented or customer service management system;
The second category: the management system of the internal staff of the enterprise;
The third category: the partnership with the water delivery points Establishment and management methods, workflow and service customer specification design;
Fifth, the establishment and management of channel construction and logistics system
Channel construction plan indicators and management, the construction and management of its own logistics system
1, bottled water distributor has been identified, and therefore the need to *** with the agreement on the total distribution agreement; but also to *** with the handling of the channel subdivision of the work.
The channel will be divided into network sales, direct supply, wholesale, hotel, supermarkets and group purchases is necessary to reasonably deal with the general distributor and channel members of the preferred and layout, deal with the relationship between the local interests and the overall interests.
2, *** with the design of the distribution of distributors, *** with the grasp, control and enhance the standardized management of distributors and service quality; *** with the development of distributor agreements and management assessment methods;
3, according to the routine, the sale of bottled mineral water in supermarkets accounted for the retail sale of bottled water is estimated to account for the total sales will not be more than 20% of most of them are concentrated in the convenience of the customer to buy temporarily! Occasions, such as tourist attractions, large consumer flows, such as trains, luxury buses, airplanes, ships and other marquee, marquee airports, as well as trains, airplanes;
4, the gathering of a relatively large number of occasions such as the group purchasing units, hotels, restaurants, aristocratic schools near the Peking Opera Theatre, luxury theaters and so on is the larger sales of bottled water occasions, and therefore, for the development of the dealer Aspects to focus on how to consider the social relationship between the dealer and these institutions, the development of the dealer to consider its comprehensive, in the development of the dealer is not to consider the factors that limit the punishment, but more important to consider is whether he has the bottled water development to the above associated zones and occasions.
5, for the general distributor is also the same, if the production of water can not complete a certain amount of sales targets, even if it is punished, the interests of manufacturers to ensure or make up for, but the mineral water does not enter the consumer's but piled up in the distributor's coffers, that is not the result we need, so in the selection of the distributor's side, we can not be unquestioned. Asked is the development of the nature of the problem
6, in the bottled water distributor and distributors or secondary wholesalers, retailers, but also consider a little bit of bottled water distributors, retailers and barrels of water between the possibility of contradictions in the handling of bottled water and barrels of water and coordination, but also to consider the differences between each other, but the premise is not to bring inconvenience to consumers.
7, some important outlets such as the Beijing Opera Theater, luxury theaters can also consider buyout sales, to contractually stipulate that the outlets are not allowed to sell competitors or potential competitors products.
8, the general distributor, dealers, retailers or terminal point of sale staff training, buy out of the water, more importantly, buy out of the culture, culture is more in the process of buying out. Therefore there is a need for uniform cultural training, cultural training is not qualified can not get the general distribution, distribution, retail and other qualifications.
Sixth, "Datang Manor" management or sales staff recruitment, training
1, recruitment:
Choose the appropriate media to publish recruitment ads, "Datang Manor" into the community of factors to be considered together, to achieve an effect, the "Datang Manor" into the community of factors to be considered together, to achieve an effect, to achieve an effect, to achieve an effect, to achieve an effect, to achieve an effect, to achieve an effect, to achieve an effect, to achieve an effect. Consider, to achieve an effect, that is: the recruitment advertisement is also used as a publicity "Datang Manor" to combine the work.
2, training:
"Datang Manor" of the new plant has just been established, but also in a relatively short period of time will be "Datang Manor" sold to customers, the quality of personnel will become a constraint, so the recruitment and selection of the right person is very important. Therefore, it is very important to recruit and select the right people. Therefore, it is necessary to combine the functions of the department and the design of the post to recruit the adapted personnel to work in the corresponding position, especially the water delivery workers who have direct contact or deal with the customers, delivering water is an opportunity to show the brand, but also an opportunity to make the customers psychologically satisfied, therefore, the service specification of the water delivery workers should be culturally tasteful. The content of the pre-service training will be comprehensive, and to deepen the cultural training of employees.
Training will be the aspect of all employees, the content of the training should have the training of corporate culture and service norms, because we produce mineral water is cultural water, is to have a certain cultural taste for people specializing in water, our own staff to always reflect the cultural taste, corporate culture and service norms of the training should be carried out in the beginning to let all employees *** with the same recognition of our culture, and only then, can work to ensure the efficiency of the work, and only then, can work to ensure the efficiency of the work. , in order to work to ensure the efficiency and quality of work.
VII, VI design and introduction
VI design and introduction is "Datang Manor" mineral water products listed on the operation of the indispensable design and introduction of work. According to the needs and progress can be taken in a gradual manner, but the following key items should be standardized at the beginning and to be the first.
Mainly including the logo, barrels of water packaging, packaging barrels outside the design of the plastic bag color should be different, bottled water packaging, logistics tools (bicycle or special delivery vehicles) and personnel uniform dress, hot and cold water dispensers, the uniform logo, supermarket counters and so on.
The detailed elements and content of the VI design is omitted here.
Nine, advertising, thematic activities, public relations activities
Advertising activities, thematic activities, public relations activities and soft publicity activities combined, the following is the need to combine the media audience reflection and publicity timing, business opportunities and so on, and several aspects of the work:
1, to determine the main advertising slogan: the preliminary considerations are:
A. Royal drink of water every day, with "the water of the Yellow River", and "the water of the Yellow River", and "the water of the Yellow River", and "the water of the Yellow River".
B, a bottle of "Datang Manor" water, twice the complementary effect;
C, "drink a bottle of" Datang Manor "
2. Media Positioning: Beijing Youth Daily, Global Times, Beijing Modern Business Daily and other newspapers that are easily and widely read by Beijing citizens.
3. Advertising campaigns:
(1) Regional advertising campaign
Regional advertising should preferably be led by newspapers, which have a very good reach, especially the local evening papers.
(2) outdoor advertising is also very important, light boxes, banners and air models can often attract the attention of pedestrians to stimulate the desire of potential consumers to consume, provided that the production of advertising carriers should be exquisite, in line with the "Datang Manor" mineral water taste.
(3) Newspaper ad copy: here slightly, need to be combined with the timing and business opportunities for immediate compilation.
(4) commercial show
To show their own spiritual connotation beyond the mineral water itself, it is necessary to carry out a commercial show, in front of the public to show their good business image. Commercial show is not naked advertising, it requires "Datang Manor" mineral water to skillfully use the local business events to enhance their image, that is, event marketing.
Objects that can be utilized include decent actors, medical workers, teachers and heroic deeds.
Of course, commercial shows belong to the planning category, which includes the use of the media to disseminate the content of the event, to get more consumers to participate in the event, and its purpose is to serve the sales.
The carrier chosen for the commercial show must be compatible with the cultural connotation and spirit of the mineral water, so as to obtain the recognition of consumers, the activities can achieve the purpose of promoting sales.
2, the theme of activities:
In conjunction with the timing of the planning of thematic activities to achieve the effect of publicity:
(1) the theme of the purpose of the activities: shaping the brand image, expanding visibility, and improve the reputation.
(2) Creative principles of theme activities: innovation, two-way communication, closely grasp the pulse of the times, create or trigger social hotspots, and guide consumer fashion.
3, PR image display activities:
(1) Beijing TV forum event sponsorship;
(2) Beijing's large-scale conventions and exhibitions meeting sponsorship of water;
(3) TV will report on the meeting sponsorship of water to increase the chance of being on camera.