Beer is one of the oldest alcoholic beverages of mankind, and is the third most consumed beverage in the world after water and tea. So what is the marketing plan for beer? To this end, the following I organize for you beer marketing plan sample related content, welcome to refer to.
Beer marketing plan essayA preface
Beer as a soft drink, in the beverage market occupies a large share of the beer industry in China, recently, the beer industry connoisseurs said that, in order to prosper in China's beer market, to meet the needs of consumers, China's beer industry should be diversified with products to meet the different levels of consumption, different consumer groups, different consumer tastes of the demand for a variety of beers. In addition to the common beer, yellow beer, dark beer, dry beer and fresh beer that consumers like to drink, some special beers should be added. With the economic growth and social transformation, the consumption needs of enjoyment products have been greatly improved, and the marketing plan of our company for A brand beer has also been very popular in the market. And sales in the market also has a very strong reflection, suitable for the public taste, let a person aftertaste, unique, Qingdao taste is too strong, some people do not adapt to, the pure life taste light some. Of course different customers demand is different.A brand beer but before the saturation period, beer is still the most acceptable. Love it? Tsingtao? and? Pure Life? Between the beer, A brand of beer to how to pour into the beer market and occupy a place. With consumers favoring the beer, we believe that Brand A Functional Beer can definitely enter the Wuhan market and go to the whole country. Here's the reason for that. Rye Beer Do the marketing plan.
Second, the outline of the prompt
In recent years, China's beer industry has made great progress, the total output of XX year amounted to 2.08 million t, ranked second in the world's beer production, but the market appeared the vast majority of beer for the ordinary light-colored beer, beer varieties, a single function of the beer (health care beer) varieties are few, and accounted for the amount of the market is very small. Combined with China's national conditions and the current situation of China's beer industry, we discuss the prospect of market development and development ideas for the definition of functional beer with health effects. At present, the listing of pure draft functional beer is only accepted by a few friends, Tsingtao Beer was introduced to the market and loved by many friends, which shows that it is the inadequacy of pure draft beer and the market scale before listing, and the listing of beer "A" brand beer is believed to be the best choice for every friend. The listing of the belief will be every friend's favorite.
Third, environmental analysis
Market background: (1) According to statistics, now about 80%?91% of young people like to drink beer. (2) The survey found that beer is really why the inner has nutrition. (3) From the alcoholic beverages, since ancient times, there is a "southern yellow and northern white" said. And beer for the masses. The character of the North, rough, brash, generous, heavy feelings, talk about please, talk about the luxury.
Macro-environmental analysis: With the success of China's accession to the World Trade Organization (WTO), foreign investment in China continues to increase, the future of China's economy is bright. The province's residents income growth, in Wuhan, the city is "expanding north and south", investment in the increasing. Efforts are being made to reduce the number of new breweries. Policy, Legal Background The state has mandated that all bottles must be b2 bottles in order to minimize the number of injuries caused by exploding bottles. However, the use of b2 bottles will increase the cost of the product, which is not conducive to the expansion of rural areas and the distribution of beer.
Business opportunities: (1) XX year into the consumer market, the scale of consumption is frustrated even (2) XX year on the surface of the recovery of some false appearance, but I believe that the value of the business in August will make this phenomenon is restored, by the recovery of the illusion is only temporary, and is not a long time.
Market growth: (1) the launch of draft beer is only accepted by a small number of friends (2) Tsingtao Beer was introduced to the market and was loved by many friends, which shows that it is the inadequacy of the draft beer and the market size of the market (3) the launch of the rye beer is believed to be the favorite of every friend.
Consumer analysis: (1) consumers are not easy to get drunk on beer, (2) the flavor is too strong and too light consumers do not like (3) the introduction period to the target group of teenage friends will be twice as much as half the result, therefore, the beer should be positioned in the position of the wine products in order to get the acceptance of consumers. (4) The purpose of the existing consumers to consume this product is to create an atmosphere at the party and the need to socialize. (5) Consumers generally buy more at friends' parties and business banquets.
Competitor analysis competitors are: Tsingtao beer, snow, Budweiser, Jinshibai, Yanjing
1) Yanjing, Yanjing brand value of 5.529 billion yuan in 2007, Yanjing Beer has a strong regional, Beijing has a high share of the market, and it's the overall strategy to do strong, bigger.
2) Tsingtao Beer is the first brand of beer in the country, from a general point of view, Tsingtao Beer advantage for it has a strong brand, but where it goes, the acquisition of all the closed down small factories, the quality of surely will decline. From its overall strategy is to do strong.
3) China Resources is relying on the strong support of the Hong Kong headquarters, and constantly acquisitions, mergers and acquisitions of beer companies, on the case of the threat posed by the Hubei Province and merged with the new Samsung Beer Group. China Resources strategy is also bigger and stronger, the core competitiveness of China Resources is that it has a strong capital advantage.
IV. SWOT analysis
Advantages
1) product water advantage, there is potential to dig; to? Green, environmental protection, health? for the concept, there is a certain market attraction.
2) A brand beer brand name in the local beer market has exclusivity.
3) Part of the market has formed a certain brand awareness and a certain fixed consumer base.
4) Division decision-makers on the product promotion determination, strong desire to strengthen and expand the enterprise, strong sense of investment.
Weaknesses
1) The overall scale of the enterprise is relatively small.
2) the lack of professional senior market development, marketing planning talent; internal management must be further improved;
3) not in-depth understanding of consumer demand, the ability to provide value-added services for consumers is weak, naturally unable to attract and retain more customers.
4)Compared with its rivals, it is not as strong as Tsingtao Brewery in terms of brand advantage, and not as strong as China Resources in terms of capital advantage. The product selling point is not fully explored.
Opportunities
1) After 6 or 7 years of industry consolidation in the domestic beer industry, the competitive pattern of the industry has been basically established, and excessive competition has been curbed. The number of beer companies has been reduced from more than 800 to more than 500.
2) Consumption upgrading to promote enterprise product structure upgrading, promote enterprise profit growth. The increase in income level has laid the foundation for consumption growth, and also provided an objective basis for the growth of A-brand beer consumption.
3) National industrial policy support. Strong support for industrial product structure adjustment, encourage technological innovation, increase fiscal policy reform, open up financing channels, establish a credit guarantee system, improve the social service system, and create a fair market environment.
4) The development of Wuhan? Expansion of the north and south? , the increase of employment opportunities. All of them will bring an increase in consumption of A brand beer.
Threats
1)At present, the beer industry is still in the second stage of consolidation and competition, which is not only manifested in the big invasion of international brands, but also in the domestic enterprises? Big fish eat small fish?
3) The promotional strategies utilized by the continuous entry of brands into the Wuhan beer market will drive down the profitability of the entire market.
Throughout the above, for the beer market to do three transformations 1) from doing business to do the market: companies should not only transfer the product to the customer's warehouse, but also to help customers distribute, strengthen the relationship between customers and downstream channels, so that the terminal has a very good sales.
2) from the rough market expansion operations to improve the yield as the goal: rough market operations, the original only managed to agents or dealers, now the goal is to improve the yield of each customer downstream, to carry out intensive cultivation, from the rough to fine, lean.
3) from the single-handed hunter into the planting of the connoisseur: the original is a single person fighting alone, now become a professional team, not a person in the operation of the market, but the whole team in the operation of the market, operation of the customer, this is the depth of the distribution of the three transformations.
V. Marketing Objectives
1, the target market: Wuhan
2, market share: X%
3, the focus of the coverage rate : 100% of hypermarkets ; chain supermarkets more than 80% ; more than 80% of the chain of convenience stores ; more than 60% of department stores ; major hotels . More than 50%.
4, advertising and publicity objectives: product try rate of 30%; brand awareness 40%.
5, short-term sales behavior : to November XX product sales X million boxes.
Six, marketing mix strategy
1. Product strategy
Product characteristics: when drinking, the wine is soft, with obvious hop aroma and malt aroma, with beer's unique crisp bitterness and kill the mouth. The wine contains carbohydrates, amino acids, vitamins and other nutrients indispensable to the human body. It has the function of opening the spleen and strengthening the stomach and helping digestion. The concentration of the original wort is 12 degrees, and the degree of alcohol is 3.5 to 4 degrees.
Target market: for educated white-collar workers and college students, with an income of 2000 and above.
Product positioning: high-end product positioning.
Product Packaging: ① Recyclable plastic box to challenge the corrugated box. ② plastic film heat shrink packaging. ③ Plastic bottles with the thinnest barrier material. ④ new packaging paper cans will replace aluminum cans (v) traditional packaging.
2. Price strategy:
Price retail price positioning: 300 of the retail price: 2.80 yuan, the mid-plate price of 2.50 yuan factory price of 2.30 yuan
3. Distribution strategy
1) the gradual establishment of distribution consortiums, curing downstream customers.
2) Strengthen distribution management, enhance channel competitiveness
3) Strengthen distribution personnel management, improve control of the distribution network
4) Strengthen distribution innovation management, improve product core competitiveness
Adhere to the five principles:
Concentration of the principle of: human, financial and material resources to focus on the selected regional market to focus on the attack.
The principle of attacking the weak links: beer companies should be good at seizing the weak links of the opponent to launch the marketing offensive.
Consolidate the fortress to strengthen the principle of turf: in the operation of the market process, many beer companies like to plant a wide range of thin income, open up a lot of territory, but little effect, in fact, this is very unfavorable for a market, for the brand is also a kind of damage.
The principle of mastery of large customers: the depth of distribution to control the core distributors, mastery of the core terminal, the enterprise should be more resources and energy time allocated to the enterprise's large households.
The principle of zero unvisited customers: Since the depth of distribution, there should not be some access to the blind spot, the enterprise to establish a sound customer profile and information management.
4. Promotional strategy
(a) advertising positioning
(1) market positioning: Wuhan City, mainly in Hankou, Hanyang, Wuchang and so on. Gradually promote to Henan, Jiangxi and other regions. Various activities are focused on the city of Wuhan.
(2) the expected positioning of the product: mid-range, suitable for people who have been successful or aspire to success.
(3) advertising positioning (points, TV, pop and newspapers) to shape the self-improvement, self-confidence, the pursuit of success, never say die of male personality traits. This is a TV advertisement. In the newspaper ads are mostly in the form of soft articles. pop is a symbol of identity and taste.
(2) Advertising Plan
(1) Advertising target: white-collar companies aged 25-45. After four major media advertisements, we strive to initially establish the popularity and reputation of Wheat King in the minds of consumers in Hubei Province in half a year's time. Enhance the visibility of 45%, and strive for reputation of 13%.
(2) advertising means: in television, newspapers, pop, public relations promotions and other means. At the same time focus on ? The door to the first foot? The short-term effect of the terminal pop promotion, for dealers, to professional magazine advertising, news reports support, sales incentives as the main means.
(3) Wheat King market promotion program (strategic planning)
Combined with the changes in the market off-peak, I made the market promotion program
The first stage: the market warm-up period XX December - XX January
The second stage: the market warm-up period XX January - March
The third stage: the market blazing period XX March - April
The fourth stage: the market heating period XX March - April
The third stage: the market blazing period XX March - April
The fourth stage: the market blasting period XX March - April
The fourth stage: the market blazing period XX March - April
Stage 4: Market cooling period April-June XX
Media selection in the broadcasting promotion plan
Stage 1: The main publicity carriers are: Wuhan Evening News, Morning Post, Yangtze River Daily, Chutian Metropolis Daily.
The second phase: the main publicity carrier: Wuhan Evening News, Morning Post, Yangtze River Daily, Chutian Metropolis Daily.
The third phase: the main publicity carrier: Wuhan Evening News, Morning News, Yangtze River Daily, Chutian City News.
Advertising and promotion of staged instructions
1) market warm-up period (December XX - January XX), mainly to attract attention to it, the initial establishment of the product image, to guide consumers to understand the beer made of white wheat.
2) market warming period (January-March XX), mainly rely on the * Spring Festival of the east wind, the depth of the guidance of consumers, shaping the sense of trust and goodwill towards the product.
3) market blazing period (March-April XX), mainly for the Spring Festival after the opening of the companies, strengthen the white-collar publicity, with a variety of soft activities, in the off-season to maintain the product heat, in preparation for the summer sales climax again, to establish a complete product image.
Marketing recommendations: In order to match the consumer's consumption habits, the momentum so must have the following work to carry out:
1) In order to further incentivize the bar, the promotion of wheat king, in addition to the bar, the placement of pop also carried out? Good wine to drink to the mouth, back projection to get hand? The public relations and promotional activities. Where in the January-April period sold 5,000 bottles of wheat king of the bar, you can get a Toshiba 9,990 yuan rear projection color TV one.
2) Before the New Year, the company's one-year settlement. Held 〈Planning Masters Seminar〉, put some of the domestic well-known business people such as Zhang Ruimin, to speak his oec management, please Shi Yuzhu to speak of his entrepreneurial experience from scratch, please Liu Chuanzhi to speak, how he is a few people Institute into today's Lenovo. From there, it attracts well-known entrepreneurs and company executives from the three eastern provinces, so that they can have some understanding of it. At that time, the event can also shape the brand image of successful people = a beer.
3) in some newspapers published a call for wheat king advertising slogan, such as the first 10, you can get 5,000 yuan per person, so that the available bottom of the cheapest way, non-information dissemination to consumers.
4) held during the Spring Festival? Wheat King to welcome the Spring Festival fireworks? activities. During the Spring Festival are and family reunion. In the north of the river to cast fireworks to thank the citizens of Wuhan City, Wuhan City, the support of the event.
5) in the Wuhan Evening News newspaper published wheat king prize questionnaire, so that more citizens understand it 6) to Wuhan hotels, channel war. Such as distributors sales of up to 1000 boxes award a motorcycle. 600 boxes award dvd one, 400 boxes award? Printed with wheat king down jacket?10 copies. Carry out the incentives for the hotels.
VII. Action plan
First of all, the target market investigation, analysis, to be carried out in the regional environment, the elasticity of consumer prices, the price of the main competitors, the cost of distribution costs, the cost of channel link profits, the impact of price adjustment, according to the competitor's price, the cost of sharing costs, the channel link profits, the impact of price adjustment on the market and so on, to determine the specific pricing strategy.
The first step: select the entry market. Entry into the market to refer to the following three elements: the perspective of competition; market perspective, there is a better market potential and prospects; corporate perspective, the market has no radiation effect.
The second step: market research and analysis. Investigate the macro side of the market, the demographic characteristics of the understanding of the market capacity, how big the composition of the product grade, the composition of the consumer level, the future trend of change. At the same time, but also to understand the competition, distributors, terminal situation.
The third step: program development. Through the analysis of the competitive landscape, the analysis of consumer demand characteristics analysis, analysis of the main competing products, the existing product structure, channel structure analysis, and then come to the product mix, but also through the analysis of consumer purchasing characteristics, the shape of the terminal, the effectiveness of the distribution, the management of the strength of the channel to determine your strategy.
The fourth step: the construction of the management platform. Deep distribution can be well executed, depends on the marketing system of the organizational function is perfect, whether it can really effective implementation.
The fourth is the synergistic function, as the marketing department of the enterprise, but also to strengthen the function of coordination. Marketing Department to do market research, strategic planning, strategy development; Sales Department to do product promotion, terminal implementation; Administration Department to do administrative management, good logistics services, coordination of product distribution, good sales plan development.
The fifth step: the depth of distribution of regional market start-up, development and consolidation. There is a flow chart to start the market, first you have to do a good job of market preparation, select the right distributor, research how many retailers downstream of each distributor, and then draw a map to further master the terminal network. In the market launch phase, the terminal of the laying of sales, channel promotional incentives, promotional publicity campaign is indispensable, so the depth of distribution must improve the rate of laying, to enter every store, every store must be laid, but also in the laying of goods on the way to set up promotional strategies skillfully, as well as other forms of incentives. Through the laying of goods, promotions, terminal publicity campaign to start the depth of the distribution model.
Step 6: Promote replication. Enterprises through market research, selected the appropriate region and market, selected the core distributors and suitable terminal business, through this set of deep distribution model introduction, the market effect is remarkable. For beer companies, the follow-up work is to summarize this model, and then promote and replicate.
Beer marketing plan model article twoAccording to the xx beer 20xx in Sichuan sales of 10 billion yuan, the total sales of 80 billion bottles of the total target and the 20xx annual channel strategy to make the following work plan:
A market analysis
A competitor analysis
1, in the Sichuan region, the population is large, the standard of living Higher, so the beer sales volume, so attracted beer manufacturers have competition. Therefore, we need to do the following points
a, to ensure product quality.
c. Under the influence of the unified brand of xx beer, do a good job of xx beer sales,
b. Local products, long-term business. With other beer production market to form a mutual promotion of image building and promotional role.
Planning time: 20xx-6-24
d, the advertising campaign has gone through an overall, detailed planning and implementation.
e. Efforts to improve the quality of cadres, improve the cohesion of the whole team
f. Enhance the ability of salesmen, and strive to obtain the right to sell with large consumer territories
2. A survey on the effectiveness of the advertisements of the xx beer shows the following data:
a. Conveyance rate. People who have seen the advertisement of xx beer
72.8% of the total number of surveys
28.2% of those who have not seen it
b. Preference.
50% like xx beer ads
48% general
2% like it
c. Source of information:
TV. Through the Sichuan TV advertising accounted for 67%, other stations are within 25%.
Newspaper. 53% have seen xx beer ads in newspapers.
The data show that xx beer has excellent results in both advertising and sales.
Second, the potential market outlook
l, Sichuan as the most important inland area, the local gives us the best sales environment
2, Sichuan is the country's affluent region, high per capita income, strong spending power.
3, Sichuan's summer heat period lasts a long time, the beer culture has formed a unique culture in the region.
4, although xx beer is not in Sichuan for a party of the Lord, but the beer industry also still has a large market vacancy.
Third, the importance of developing the Sichuan market
l, Sichuan as a vast, huge consumption potential market, has a great economic development value.
2, Sichuan marketing xx beer, can be more conducive to the strong development of the beer industry.
Fourth, advertising positioning
First, market positioning
Chengdu city as the main, to Mianyang, Deyang, Suining, Panzhihua and so on as a supplement to the whole province and city radiation. Various activities are carried out in Chengdu City as the focus.
Second, the positioning of goods
high quality, low in the high wine drinks.
Third, the purpose of advertising
After this year's advertising campaign, in the minds of provincial and city consumers, the initial establishment of xx beer popularity and good sense. And can stand firm in the Sichuan beer market, and other producers to divide the market.
Fourth, advertising phases
l, expanding sales period (20xx April-June), the main task is to attract consumers to the attention of the xx beer; cultivate the retail store owner's recommendation rate, the initial establishment of the product image, guide consumers to understand the xx beer, expanding the market on the basis of last year.
2, strong sales period (July-October), the depth of guidance to consumers, shaping the sense of trust and goodwill towards the product, split the market.
3, complementary period (11 a Spring Festival), with a variety of soft activities, in the off-season to maintain the heat of the product, in preparation for the next year's sales climax again, to establish a complete product image.
V. Strategy recommendations
l. Series of newspaper ads. Design a series of various newspaper advertisements for ready use. (The following publicity titles are for reference only)
l, the main advertisement. Directly publicize the product, year-round publication.
a. Cut from the commodity angle
? A real powerhouse.
? It's often left out in the cold because it's so good.
? Extra? time? , just have xx beer?
b. Cutting through the World Cup angle
? Soccer passion is xx beer?
? xx beer is for brothers and friends.
? Say goodbye to dull, boring times, you have xx beer.
4, pay attention to the effect of advertising songs. In Sichuan, the radio has always had a considerable urban and township, rural listeners, and the media is cheap. Therefore, commissioned professional lyrics and music writers, design a Guangdong people easy to listen to, easy to remember, easy to sing the advertising song, long-term broadcast, will be easy to enter the tens of thousands of households.
5, promotional activities.
1, activity-based, you can take the ? World Cup? As the theme, and so-and-so TV station to produce a set of programs (opposite the World Cup, focus on the World Cup, etc.). Increase the popularity of xx beer and enhance the goodwill of xx beer in the masses.
2, in each big city busy street section organization about? World Cup? activities, such as? The ball of the people against each other?
3, you can buy boxes to send gifts, lucky draw and other activities to enhance the popularity of xx beer.
Sixth, the flow of funds
1, improve the treatment of excellent salesman, increase the funds for technological innovation.
2, increase the cost of activities required to increase the point of activity.
3, increase the capital investment in advertising and publicity, to television, newspapers, radio forms vigorously publicize xx beer.
4, do a good job of activity funding budget, and give the activity evaluation program.
VII. Planning purpose
To enhance the goodwill and popularity of xx beer among the public in various forms and activities. Increase the total number of sales and total sales of xx Beer Company in Sichuan Province, and effectively open the market in inland cities.
Eight, the backup program
If the activities for other reasons can not be carried out temporarily, are waiting for the upper part of the notice.
Planner: Xiong Min
Beer marketing plan essay threeFirst, the theme of the event
Shuangling Chun liquor industry affinity back home, (mainly resource focus)
Second, the background of the event (our sales network has been full, townships, 14 agents, downtown catering, circulation of the rate of pavement more than 80%), but pavement basically one or two pieces per store. The goods so the shape is not a strong sales promotion.
The Spring Festival is approaching, the majority of consumers will inevitably visit friends and relatives during the holiday season, and alcohol is an indispensable gift to friends and relatives of the essentials. Due to the improvement of living standards, consumers are accustomed to go to shopping malls, supermarkets, convenience stores to purchase gifts needed for the holidays. I hope to be able to take this as an opportunity to carry out promotional activities in the circulation area, all-round attack to promote the market, strong market promotion and sales, for the arrival of the market season to make a good start, and strive to do to occupy the largest share of the local liquor market.
Third, the purpose of the activity
occupy the largest share of the local liquor market, enhance the brand image of the product in the minds of consumers.
Fourth, the activity time
November 20, 2013?
November 25, 2013
Fifth, the activity channels
township agents and urban dealers
Sixth, the form and content of the activity
(a) the form of the activity
Initially set up in the form of a buy and give, divided into agents and distribution.
(ii) the content of the activities (agents)
Where in the event of time (one-time payment of 100,000 and more agents) within the purchase of 50 years, 30 years, the Red Golf series of white wine are preferential, the specific preferential activities are as follows:
Note: This preferential policy applies to the agents to the activities of the period of the arrival of the payment of the time shall prevail.
(C) downtown promotional activities
Purchase of 50 years 12 pieces of this product 4 pieces, an electric car, purchase of 30 years 15 pieces of this product 5 pieces, an electric car.
(D) control principles
The promotion of the agents must be implemented to the network terminals, not allowed to intermediate retention, if found will be deducted from the agent of all rebates.
VII, the activities of the implementation of the rules
(a) activities issued by the conditions
1, the activities of the stipulated time within the payment of goods to the account shall prevail (see the specific activities of the notice).
2, the company after review in Kaiyuan Road unified distribution of each township agent's products and giveaways, and television news video.
(B) the promotional activities of the publicity arrangements
1. broadcast on television in the form of news.
2. Uniform shipment of momentum to urban areas.
3. Off-site booths, promoters wearing advertising shirts for sales, to expand publicity.
VIII, the activities of the implementation of the time process
(a) November 16 to determine the activities of the policy, to complete the approval
(b) November 20 to complete the preparation of all the required items.
(C) November 21 - 25 formal implementation stage
Requirements:
The salesman must be in the region of their own customers before the 16th of November to order the number of statistics are complete. November 20 before the notification of all the agents payment in place, the minimum amount of 100,000 yuan of goods per regional agent.
l gift products must be detailed in the statement registration (statement attached).
l The agents ordering varieties require no less than 3-3-4 ratio.
(D) staffing arrangements
1, responsible for: Li Changjun
2, the sales department of all (responsible for the preparation of the pre-promotional materials and activities during the supervision and coordination).
Nine, the implementation of the statement
l activities to mention the statement
l gift reserved registration form
l sales table
eleven, the activities of the required items and costs (estimated sales: 50 years: 6,000, 30 years 6,000, 4,000 pieces of red golf),
sales: 630,000 + 600,000 + 54 million = 1.77 million
sales: 630,000 + 60,000 + 540,000 = 1.77 million
Sales costs: 1 million (can find cheap electric car would be better, now contacted the cheapest 1100 yuan (good quality).
(a) the prizes required 960 electric cars
Note: 1, can find cheap electric cars would be better, now contacted the cheapest 1100 yuan (good quality).
2, to do this kind of activity belongs to the strong promotion, the quality of wine must be good in order to do, which we have, so the benefits of doing so are:
1, the entire market is not imitation of the brand
2, the dealers themselves to take the cash into the goods will be full of promotional efforts to give him the pressure.
3, the occupation of the largest market share
4, the momentum can also be a hit
5, so that consumers can really drink our wine