Ice Dew Pure Water Advertising Plan I. Introduction At present, Coca-Cola Company owns carbonated beverages such as Coke, Eye-Candy, Fanta, Sprite and other juice beverages such as Kool-Aid. Since 2002, Ice Dew Pure Water has been put on the market without any advertising campaign centered on brand image like other beverage brands of Coca-Cola. Like Coca-Cola's slogan: "Catch the feeling", Sprite's "Crystal bright, through the heart cool" has become the fashionable phrase of the moment. Ice Dew, as one of Coca-Cola's beverage products in the Chinese market, was not branded, but quietly appeared in front of consumers overnight. Doing a good job of advertising planning for Ice Dew Pure Water and implementing a good advertising strategy will help shape the brand image of Ice Dew Pure Water in line with Coca-Cola, and will help to improve the status of Ice Dew Pure Water in the minds of consumers. Second, market analysis 1, market prospects In the past two years, although following the low concentration of fruit juice drinks after the boom, a new round of functional sports drinks are emerging, but the bottled water has been 30% share of the beverage market, although other types of beverages have been trying to split the market, but the bottled water with its low price and natural and pure characteristics, still has an irreplaceable position. The per capita consumption of bottled water in mainland China is only 1/5 of the world average, so it can be said that China's bottled water market is still very young. With the continuous improvement of people's living standards, the per capita consumption of bottled water in the Chinese mainland market is growing by 20% per year. 2, the current competitors Main competitors: Wahaha, Lobel's, Nongfusanquan Other competitors: small brands of bottled water and local brands of bottled water Survey results show that: Wahaha, Lobel's and Nongfusanquan three major brands account for most of the share of the bottled water market, in the most commonly consumed brand of bottled water, 35.2% of the respondents chose Wahaha, 28.3% of the respondents chose Lobel's, 28.3% of the respondents chose Wahaha. Respondents chose Le Bai's, 17.8% of the respondents chose Nongfusanquan, which shows that people in the purchase of bottled water has a strong sense of brand consumption, the brand is the life of the enterprise products, with the arrival of the era of brand consumption, how to carry out the brand marketing is increasingly becoming one of the core of the work of the enterprise. The success of the three well-known bottled water brands represented by Lobel's is largely due to its correct brand planning and strategic implementation. 3, consumer acceptance Although the emergence of mineral water, fruit juice and other soft drinks on the pure water once red dominant impact, but the survey shows that in China's seven major cities, 30.1% of the people still like pure water, 21% of consumers show that it does not matter. The survey shows that: some consumers in the purchase of bottled water by advertising, and their own drink before they know, salespersons recommended and relatives and friends were introduced to 38.3%, 25.4% and 11.1%, which shows that advertising is the best bottled water consumers in the purchase of bottled water "shopping guide". Third, advertising strategy 1, the goal of the strategy through advertising, in X months to make the ice dew pure water brand awareness increased to 90%, sales increased by 50%, into China's bottled water sales of the top three. 2, positioning strategy Ice Dew pure water brand awareness, sales increased by 50%, into China's bottled water sales. 2, Positioning strategy Ice Dew Pure Water is located in the popular brand, to the young and middle-aged consumers as the target. 3, Media selection TV, newspapers, public **** car body, station, supermarket POP 4, Claiming strategy Ice Dew Pure Water advertising campaigns claim a quality, shaping a strong and not lose the lingering brand image. 5, Advertising Creative A print ad copy Title: Ice Dew, never admit defeat! Tagline: Believe in yourself! Life is full of countless competitions, facing one strong opponent after another, who will be the winner forever? Loss is never the end of the road, and being strong is not the same as forever. The heart is still as strong as ice, and the water that flows on your face is just water, a comfort to the strength of the ice. Losing is just a second chance. Ice Dew will never admit defeat! The accompanying text: Ice Dew Pure Water is produced by the Coca-Cola Company, international quality, bringing you the feeling of extraordinary purity. B TV commercial copy Slogan: Ice Dew, you can't do without you! Picture 1: A rainy track and field, cheering and frustrated people at the finish line. Picture 2: An empty track and field, a one-man race. Voice-over: who would be the champion in a race without opponents Picture 3: Close-up of the loser's frustration, holding Ice Dew Pure Water and taking a sip, then drenching it over his head with a defiant expression. Voiceover: Losing is not scary, what's scary is that you don't know your opponent and never give in. The field of life, no you can't! Fourth, the advertising plan 1, advertising work plan in March to carry out a comprehensive advertising campaign, while in the supermarket to carry out promotional activities. In May, the end of the advertising campaign, a new round of advertising planning. 2, advertising plan March, the launch of television advertising, while in major cities, public **** car body advertising, station advertising, as well as evening newspaper ads in major cities. 3, other activities plan Sponsor various large-scale sports activities. 4, the budget Strategy V, the effect of the prediction through advertising, in X months, ice dew pure water brand awareness increased to 90%, sales increased by 50%, into China's top three sales of bottled water.
2. Mineral Water Marketing Plan SampleMineral Water Marketing Plan Creation Process Uncovered Waiting for Kka-7 Water, one of the conditions on which mankind depends for survival.
McCann Guanghua marketing planning organization that, with the development of the economy, people's demand for quality of life is also higher and higher, drinking water has become a huge market. Mineral water marketing plan traditional "water" market is filled with dozens or even hundreds of brands, the market still need "water"? Mineral water marketing plan from the Russian Chita spring water closed joint-stock company with this question and their mineral water products "Kka-7" came to China.
They urgently needed to understand the Chinese market, the psychology of Chinese consumption, to make their unique brand of water on the market, and at the same time, they wanted a huge number of dealers to be selected. So, in the summer of 2006, they brought their product introduction to McCann Light *** international marketing planning organization.
This year was the Year of Russia in China. For as long as a little understanding of the market situation, we all know that now into the mineral water market is undoubtedly unprofitable, a variety of big brands have occupied a large share of the market, and the local small brands also firmly occupy the regional second-tier market, the whole industry is saturated state.
Mineral water marketing plan, but when we get the "K card - 7" product description, we can not help but bright - this is not just a simple mineral water, the essence of its completely beyond the ordinary drinking water! The concept. Mineral water marketing plan K card -7 water source formed in the Cretaceous era about 65 million years ago, the water body contains rich, balanced minerals and trace elements, and contains carbon dioxide gas, after scientists test identification, the human body has a very good therapeutic health care value, able to prevent cardiovascular and many other diseases, so it is known as the world's first with the therapeutic health care value of the mineral water.
However, McCann Guanghua marketing planning organization that light products can not open the market, consumers can not everyone to look carefully at the product description, placed on the shelves will not even be noticed. Mineral water marketing plan how to make such an unfamiliar foreign brand is understood by the Chinese, how to use the most distinctive character labeling this non-traditional products, how to locate this high-quality drinking water consumer groups, how to explore the potential market, how to let the dealers have confidence in it, a number of issues in front of us, need to be attacked one by one.
This is a silent war, all the planners are ready to go. Healthy luxury This is a seemingly ordinary new product promotion investment issues, but in fact it is too uncommon.
Mineral water marketing plan K card -7 is a new kind of drinking water, completely different from the traditional pure water, mineral water. Its appearance will break the traditional concept and structure of the drinking water market.
However, before pushing into the market, the first question that needs to be solved is: K card -7 will face what kind of market segment? For which group of people will it be most attractive? To this end, McCann Guanghua marketing planning agency planners to many supermarkets, shopping malls, drinking water shelves for field research, and came to an accurate conclusion: the high-end market is still almost a piece of virgin territory. According to the Academy of Social Sciences Center for Sub-Health Research, a survey shows that the city's healthy people accounted for 16% of the non-healthy people accounted for 14% of the subhealthy people accounted for 70% of the population (of which mild patients accounted for about 40% of the chronic patients accounted for about 30%), the city population's pace of life faster, the growth of economic income at the same time, the state of health is also under serious threat.
Mineral water marketing plan which, according to McCann Guanghua marketing planning agency, the health of the middle class population is particularly worrying. More and more people are noticing this problem.
The quality of life is of great concern to the middle class, for whom health is particularly precious.v At the same time, we are facing a society that is turning into a strange society in which social ties and class restrictions are gradually weakening, and the behavior of consuming commodities in order to show one's own social identity and distinguish oneself from others has become an important element of modern consumption. The middle class is considered to be the main force of this modern consumption.
And the Chinese are even more so. Why are flip phones so popular in China? It's because many people find the sound of closing the phone at the end of a call to be grandiose, and that's the consumer mentality of many Chinese.
Combining these two points, we can be absolutely certain that the KC-7 will be a high-end consumer product aimed at a specific group of people, led by the middle class. The McKinsey "2006 Special Report on China's New Consumers" defines families with annual incomes between 40,000 and 100,000 RMB as upper middle class families.
Mineral water marketing plan at present, the number of middle-class people in China is about 30 million. It is predicted that: by 2010, the total number of middle-class families in China will reach 100 million; in the next ten years, the number of middle-class people in China will reach 350 million.
So, do it successfully, Kka-7 will be a source of wealth for dealers! On the one hand, in order to reflect this market value, on the other hand, there is the Chinese Academy of Preventive Medical Sciences on the exploitation of the source of this water to drink the longevity of the residents of the argument, and there are the United Nations Nutritional Organization, as well as the Chinese Nutritional Association, the Chinese Health Sciences Association and other authoritative bodies certified: called the world's only health care with the value of natural mineral water, we are fully justified in the fight, "the world's first water! We have full basis to play the "world's first water" name. Mineral water marketing plan in view of it is just ready to enter the Chinese market and positioning for the high-end market, the publicity style must be atmospheric, so that dealers will be able to experience a kind of strength and confidence, and can be drawn up by the potential consumers to experience the product itself dominance and a sense of superiority, we will be the investment slogan as "the world's first water, nutritious Chinese people! ".
"Bring" non-traditional market positioning is resolved, the concept of product positioning has not been resolved. McCann Guanghua marketing planning organization that K card -7 is different from the general pure water and mineral water, which is highlighted in its nutritional value and health care functions.
However, it is also not a health product, essentially a drinking water. Give it a concept of how the name can not be detached from the essence and different from the traditional type of water, so that consumers can realize that we convey not only a fresh concept of water, but also a new health concept and attitude towards life? Mineral water marketing plan mineral water this name has been used by a number of brands, and K card -7 contains nutrients to be richer than ordinary mineral water on the market.
3. How to Write a Mineral Water Business PlanMineral Water Project Business Plan Table of Contents Part I Abstract I. Description of the company profile II. Aims and objectives of the company III. Current shareholding structure of the company IV. Capital invested and its use V. Introduction of current main products or services of the company VI. Market overview and marketing strategy VII. Introduction to major business units and performance viii. Core management team IX. Description of the company's advantages x. Current demand for capital increase of the company to achieve the goal: reasons, quantity, mode, purpose, repayment xi. Financing options (funding and investment methods and exit options) xii. Financial analysis 1. Financial history data 2. Financial projections 3. Assets and liabilities Part II Overview Chapter 1 Introduction of the company I. I. Purpose of the Company II. Company profile information III. Functions and business objectives of each department IV. Management 1. Board of Directors 2. Management Team 3. External Support Chapter 2 Technology and Products I. Technology Description and Technology Holdings II. Technology Description and Technology Holdings II. Product Status 1. Main Product Catalog 2. Product Characteristics 3. Products in Development/to be Developed 4. R&D Programs and Timelines 5. Intellectual Property Strategy 6. Intangible Assets III. Production 1. Supply of resources and raw materials 2. Existing production conditions and production capacity 3. Expansion facilities, requirements and costs, and production capacity after expansion 4. Original major equipment and additional equipment required 5. Product standards, quality control and production cost control 6. Market size, market structure and segmentation II. Setting of target market III. Analysis of product consumer groups, consumption patterns, consumption habits and major factors affecting the market IV. The current market situation of the company's products, products in the market development stage (blank/new development/high growth/mature/saturated) product ranking and brand status V. Market trend forecast and market opportunities VI. Market Trend Forecast and Market Opportunities VI. Industry Policies Chapter 4 Competition Analysis I. Monopolization of the industry II. Competitors' Market Share by Market Segmentation III. Major Competitors: Company Strength, Products IV. Analysis of potential competitors' situation and market changes V. Competitive advantages of the company's products Chapter 5 Marketing i. Outlining the marketing plan ii. Formulation of sales policy III. Sales channels, methods, marketing links and after-sales service IV. Status of major business relationships V. Sales force and sales welfare distribution policy VI. Promotion and Market Penetration 1. Main promotion methods 2. Advertising/PR strategies, media evaluation VII. Product Pricing Program 1. Pricing basis and price structure 2. Factors affecting price changes and countermeasures viii. Sales data statistics and sales discipline 62616964757a686964616fe58685e5aeb931333330343830 recording methods, sales cycle calculation.
ix. Market development planning, sales target Chapter 6 Investment Description I. Explanation of capital requirements (amount/period) II. Capital use plan and progress III. Form of investment (loan/interest rate/interest rate payment terms/conversion - common shares, preferred shares, optional shares/corresponding price, etc.) iv. Capital structure v. Return/Repayment Plan VI. Description of original capital liability structure vii. Collateralization of investment viii. Investment guarantees ix. Shareholding structure after investment absorption x. Cost of equity xi. Description of the extent of investor involvement in the management of the company xii. Reporting xiii. Payment of Miscellaneous Expenses Chapter 7: Investment Compensation and Exit I. Stock Listing II. Listing of Stocks II. Equity Transfer III. Equity Buyback IV. Dividends Chapter 8 Risk Analysis I. Resource Risk II. Market uncertainty risk III. Risk of R&D iv. Production Uncertainty Risk V. Cost Control Risk VI. Competition Risk VII. Policy Risk VIII. Financial Risk IX. Management Risk X. Insolvency Risk Insolvency Risk Chapter 9 Management I. Organizational structure of the company II. Management System and Labor Contract III. Personnel program IV. Salary and Welfare Program V. Equity allocation and share subscription plan Chapter 10 Financial analysis I. Description of financial analysis II. Description of financial analysis II. Financial Data Forecast 1 . Breakdown of Sales Revenue 2. Breakdown of Costs and Expenses 3. Breakdown of Salary Levels 4. Breakdown of Fixed Assets 5. Balance Sheet 6. Breakdown of Profit and Profit Distribution 7. Cash Flow Statement 8. Analysis of Financial Indicators.
4. Please help me recommend some complete examples of newspaper ad copywritingI'm also an advertising major
It's not that hard to write ad copy
We're writing a series of real estate newspaper ads for our exam
I have some classic newspaper ads on my computer.
Tagline: Unlimited City Life
Series 1: Main Headline: On the way home, the lights are on
Inside: Born here. Accustomed to all kinds of stores and shopping malls, accustomed to the traffic and the flow of people, accustomed to the city is getting better every day, accustomed to more and more people look favorably on this place, accustomed to the prosperity here in the city, accustomed to, go home, all the way to the lanterns open. Huachen - Starlight Residence, occupying the center of city prosperity, let the city please your life!
Series II: Main Title: Decided to stay in the city
Inside: It's time to choose to stay. After a long time of wandering and exhaustion, I began to appreciate the prosperous life and business vitality here, appreciate the familiar business partners and living atmosphere, appreciate the daily progress and daily improvement here, appreciate the simplicity, diligence and kindness of this city, appreciate, so, choose Huachen - Starlight Residence, choose not to hesitate. Huachen - Starlight Residence, occupying the center of the city's prosperity, let the city please your life!
Series III: Main Title: From here to the future
Inside: always in the city to fight for the ideal. I believe that there are opportunities flowing in the rows and rows of stores, I believe that the prosperous city life is more suitable for my development, I believe that the modern city life will let me learn more and enjoy more, I believe that my life will be appreciated with this piece of land, and I believe that I am here, working hard, and I will be heading towards a better future. Huachen - Starlight Residence, occupying the center of the city's prosperity, let the city please your life!
Series 4: Main Title: Infinite City Life
Inside: The city is more colorful than imagined. The eyes are intoxicated by the neon flashes, the bright clothes, the colorful city every day, the ears are accustomed to the songs and laughter, the body is obsessed with the alternation of the joyful scenes, and the prosperity along the way, and the mind is obsessively thirsting for a richer life
Thirsty for the colorful life to be returned to oneself. Huachen - Starlight Residence, occupying the center of the city's prosperity, let the city please your life!
Programmatic description: Beiyuan mature city living area high-rise residential, enjoy the city civilization nourishment supermarkets - banks - restaurants - entertainment - home shopping, city life in the grasp of the Beihu urban planning - Beiyuan Road urban artery construction, the regional appreciation potential of the broad potential of Huachen real estate brand investment in Jinan, to create a model community of urban life
5. How to write the beginning of the essay on the introduction of the Farmer's springWhen you see this topic, you immediately think of an advertising slogan: we do not produce water, we are just the mover of nature. It is because of this sentence that I do not drink farmers spring mineral water.
Dad asked me why. I said, "There are bugs, bacteria and so on in the mountains, who can guarantee that there is no bug shit and bacteria in it?"
Dad laughed out loud. "Silly boy, what he means is that the water source of Nongfushanquan is taken from the big mountains in nature, and it goes through a lot of procedures such as disinfection, filtration, and so on before it becomes Nongfushanquan, and you can drink it without any worries."
"You're the one who's stupid, they don't produce water, they're just nature's movers." I perked up.
Dad heard, said with a delighted smile, "It makes sense, there is a problem with the ad words, you write an article to the chairman of Nongfushanquan, maybe he will give you a big reward."
Yeah! He treats us all as fools, and if he doesn't respect us, who will respect him and who will drink his Nongfushanquan?
Send him an ad line: we purify water, we are also the porters in the mountains.