I. Market analysis
(1). Marketing environment analysis
1. Macro environmental analysis
Overall economic form
With the success of China's accession to the WTO, foreign investment in China is increasing, and China's economic prospects are bright. The income of residents in our province has increased rapidly. According to the statistics of the Provincial Bureau of Statistics, the per capita disposable income of the province was 5,426 yuan in XX, and the savings deposits of urban and rural residents in the province reached 257.84 billion yuan in XX. The total retail sales of social consumer goods in the province reached 3.41100 million yuan. Harbin, in particular, is expanding northward and moving southward. Investment is increasing. The efficiency of enterprises in Heilongjiang province has rebounded. The Engel coefficient of Heilongjiang Province in XX was 37.2%. (Japanese households spend 57.3% on food in 50 years, 39.7% in 63 years and 29.3% in 80 years, while China urban residents spend 56.66% on food, 9 1 year. From this point of view, the Engel coefficient of our province is equivalent to the level of the old capitalist countries in the 1970s. It can be seen that with the economic development of our province, Engel's coefficient will be reduced to some extent. 60% of the laid-off workers in the province entered the re-employment service center and received the basic living allowance in full and on time. Judging from the overall economic development, the economy of our province has developed rapidly.
B. Overall consumption situation
Platolgic, an expert research institution in the European wine industry, made a report on global beer. By 20 1 1, global beer consumption will exceed180 billion. By 20 1 1, the per capita beer consumption may reach 26%, and the beer consumption in the Asia-Pacific region will increase by 20 1.
After the rapid development of China beer industry in 1990s, the growth rate began to slow down. The market competition is fierce, and the profits of large and medium-sized beer enterprises that compete with each other decline. According to the data of the National Bureau of Statistics, the annual sales revenue in XX was 4990 1.304 million yuan, up by 4.3 1% year-on-year, and the profit was 1.70233 1 ten thousand yuan. The year-on-year increase was 17.56%, while the whole province was 143 tons/in xx, and the beer output in XX was 139.65 tons/,down 0.03% year-on-year. The main reason for the decline is that some big brands, such as Tsingtao Beer, Budweiser Beer and kingsbury, have entered the market in our province on a large scale. Now the beer market has changed from a seller's market to a buyer's market.
C. Industrial development policy
As early as 1995, the state encouraged large and medium-sized beer enterprises to develop and grow. Strive to reduce the number of new beer enterprises.
D. Relevant policy and legal background
The state expressly stipulates that all wine bottles must be b2 bottles to reduce injuries caused by bottle bursting. However, the use of b2 bottle will increase the product cost, which is not conducive to expanding rural areas and exporting beer.
Cultural background of electronic market
From the perspective of wine, there has been a saying that "the south is yellow and the north is white" since ancient times, while beer is popular. Northerners are broad-minded, generous and affectionate. They talk about invitation and pride.
2. Micro-environmental factors
Market composition.
Is there one in Harbin market? Tsingtao beer, Yanjing, Snowflake, Kingsley, Wuxing, Heineken, Krone, Budweiser and other brands of beer. ?
The champion of beer sales in Northeast China in the first half of XX was from China Light Industry Express (Tsingtao Beer, Harbin Beer, Budweiser Beer and Snowflake Beer).
In Harbin market and? Wheat king? The main threats are (Tsingtao Beer, Snowflake), and the potential threats are (Wuxing, Yanjing, kingsbury) and Nestle Coffee.
The market constitutes a special kind of competition.
A beer market with strong seasonality, with a large sales volume from June to September,1February-February.
The outstanding characteristics of Harbin Beer King are affinity and cost advantage.
Adjustment and summary of marketing environment
Advantages: cost, affinity, market size.
Disadvantages: Compared with competitors, Tsingtao Brewery's strong brand advantage is not as good as China Resources' capital advantage.
Opportunity: the development of Harbin? Expanding north and moving south? An increase in employment opportunities. Will bring consumption growth to Mai Wang.
Threat: The brand keeps entering Harbin beer market, and the promotion strategy adopted will depress the profit of the whole market.
2. Product analysis: 1 product feature analysis
Maiwang takes wheat malt made of high-quality white-skinned wheat with high flour content and low protein as raw materials. A low-alcohol beer with light color and obvious wheat flavor. The shelf life of packaging is 240 days (500ml bottle, 330ml/ can/can) and 365 days. ) is called? The sparkling champagne in beer is white and delicate, with good foam retention and long time.
2 product quality analysis
Maiwang, with wheat malt as the main raw material (accounting for more than 40% of the total raw material), brewed beer by the following fermentation methods.
3 product price
Wheat King is a typical mid-range beer, with supermarket price in 3.9 yuan and hotel price in 5 yuan.
4 production process
The production technology of Maiwang is fermentation. Compared with other wines, there is still no wisdom.
5 Appearance and packaging
There is nothing new on the package.
6 Compared with similar products.
(1) As far as Mai Wang is concerned, the price is 3.9 yuan (supermarket). In our city, there are two kinds of beer with wheat as raw material, Qingdao whole wheat and double-mixed whole wheat. Their prices are 2. 1 yuan and 1.9 yuan respectively. But they all listen to clothes, which limits their market scope and can only be used for picnics, home use and gifts. And Mai Wang has two kinds of packaging very much. Compared with the same kind, the price of Maiwang is relatively high, so it is necessary to inject a unique culture into Maiwang to make it acceptable to consumers.
In packaging, Mai Wang used a green bottle, while kingsbury at the same price used a sauce-colored packaging bottle, which had much better fresh-keeping performance than the green bottle.
Mai Wang's next advantage is that the cargo rate in this area is very high compared with competitors.
Measured by the product life cycle, Maiwang is in the transitional stage of introduction and growth.
7 Target market positioning
Maiwang's consumer groups are mainly composed of fashion people with medium education or above (junior college and undergraduate) and medium income or above, with high economic income, extensive social contacts and more social contacts. This kind of people have many similarities, with high quality of life and quick acceptance of new things. It can promote more group consumption, have greater social influence and be younger. What if most of them are 25? Between 40 years old. Men are dominant. These consumers are humble, successful or about to succeed, and the trend is stable.
8 brand image
The brand building of Harbin Beer has a long history. Yanjing's popular style.
Wheat King is a new generation of low alcohol and light beer, which should get rid of Frye's long history.
Product analysis, adjustment and summary
Advantage: the advantage of Mai Wang is its own cost advantage.
Disadvantages: In terms of beer grade, Maiwang is neither high nor low, and its positioning is not clear.
Opportunity: Wheat King is a new product with broad development prospects.
Threat: There are constantly new brand impacts, and Mai Wang lacks new cultural connotations.
3. Consumer analysis 1 Overall analysis of consumers.
The purpose of existing consumers' consumption of this product is to create an atmosphere and exchange needs at banquets.
2. Where do consumers usually use this product?
There are more friends' parties and business banquets.
Most consumers can talk about wine when drinking, which seems to inject many stories and improve our cultural taste.
A is suitable for the composition of consumer groups of this product.
The age of consumer groups is: 24? 40 years old
Income status: 1000? 3000 yuan/month.
Gender: male redundant female.
Education level: it should be based on medium education level (junior college, undergraduate).
Place of purchase: most of them are bars, hotels and entertainment places.
Motivation to buy: A is curious, including the psychology of tasting.
B for this price, it is more in line with their identity.
C this product is really light and refreshing, which meets their needs at the banquet.
Purchase quantity: the last purchase quantity was not very high, but the purchase frequency should be very frequent.
Time of purchase: mainly Chinese food and dinner.
B. existing consumer attitudes.
1. Consumers' understanding of this product is still relatively low.
2. refers to this product
Step 3 name
4. the degree of purchase,
5. not necessarily
6. It's very high,
7. In most hotels,
8. There is a salesgirl.
9. After using this product,
10. Because of its outstanding malt flavor and light and refreshing taste,
1 1. It has a good evaluation.
4. Enterprise competition and competition analysis.
1. In the competition,
2. What is your position?
The annual output of Harbin beer has exceeded 6,543,800 tons, making it one of the four largest beer groups in China. Everything else is Tsingtao beer. Yanjing. China resources.
2. Corporate competitors
Competitors: Tsingtao Brewery, Snowflake, Budweiser, kingsbury and Yanjing.
3. Basic information of competitors,
In Yanjing, Yanjing brand XX is worth 55 years. 2.9 billion yuan, Yanjing Beer has a strong regional and high market share in Beijing, and its overall strategy is to become stronger and bigger.
Tsingtao beer is the first beer brand in China. Generally speaking, Tsingtao Brewery has a strong brand, but wherever it goes, it buys closed small factories, and its quality will definitely decline. Judging from its overall strategy, it is bigger and stronger.
Relying on the strong support of Hong Kong headquarters, China Resources has continuously acquired and merged beer enterprises, posing a threat to Harbin Beer. It is in Jilin Province and merged with the new Samsung Beer Group. China Resources' strategy is to be bigger and stronger, and its core competitiveness is to have a strong capital advantage.
The overall scale of Harbin beer is not inferior to the three, but the brand and capital are insufficient. Harbin Beer Group has a very high share in Heilongjiang Province, which is how to be a national brand.
5. Statistical data of advertising analysis tools of enterprises and competitors in the past XX years 1? In June, Budweiser, Qingdao and Jinwei all ranked in the top three, and the beer manufacturer was XX 1. In June, the total investment of pop was 74,387110,000 yuan, a sharp increase of 753,600 yuan compared with last year, and the number of print advertising brands reached 2 12. It can be seen that print advertising has become a new highlight of beer advertising.
In June this year, the amount of beer advertising reached 365,438+065,438+04,970,000 yuan, which was three times that of last June, and many beers focused on newspapers.
Tsingtao Brewery will focus on South China this year, investing 600,000 yuan in Guangzhou and Shenzhen respectively.
Advertising positioning
(1) market positioning
Mainly in Harbin, Daqing, Mudanjiang, Jiamusi and other places. Gradually spread to Jilin and Liaoning. The focus of various activities is Harbin.
(2) the expected positioning of the product
Mid-range, suitable for people who have succeeded or are eager to succeed.
(3) Advertising positioning (TV, pop and newspapers)
In order to shape the male personality characteristics of self-improvement, self-confidence, pursuit of success and never giving up. This is a TV advertisement. In newspapers, advertisements mostly appear in the form of soft articles. Fashion is a symbol of status and taste.
(4) Positioning of advertising objects
White-collar workers aged 25-45.
Second, advertising planning
(1) advertising target
White-collar workers aged 25-45.
Through the advertising of the four major media, we will strive to initially establish the popularity and reputation of Wheat King in the eyes of consumers in the three northeastern provinces within six months. Enhance 45% popularity and strive for the reputation of 13%.
(2) Advertising means
My approach is to promote it in TV, newspapers, pop, public relations and other ways. In the meantime, attention? One foot in the door? The short-term effective terminal pop promotion is aimed at dealers, supported by professional magazine advertisements and news reports, and mainly based on sales incentives.
(3) Mai Wang Marketing Plan (strategic planning)
I made a marketing plan in combination with the depressed market.
The overall plan is as follows:
Marketing schedule
Time means
The first stage: the market warm-up period is 65438+XX years from February to 65438+XX years 10.
The second stage: the market recovery period of XX years 1-3 months.
The third stage: hot market period: March-April of XX year.
The fourth stage: the cooling-down period of the market is from April to June in XX.
TV
Entrepreneurship is hard, successful and delicious.
Entrepreneurship is hard, successful and delicious.
Remind an article
remind
Advertising (pop) Poster Wheat Series ab Two Comfort Series ef Two High Series Print Advertisements Wheat Series Newspapers Soft Light Beer Are you really fashionable? Drink beer to learn character.
Public relations channel and Mai Wang management forum? Good wine, good drink, back projection to get it? The fireworks display collects the questionnaire of Harbin beer prize-winning competition with Maiwang advertising language.
The desire to broadcast heroes
Selection of media in attachment promotion plan
The first stage: the main propaganda carriers are: New Evening News, Morning News, Harbin Daily and Heilongjiang Legal Channel.
The second stage: the main propaganda carriers are: New Evening News, Harbin Daily and Harbin Entertainment Channel.
The third stage: the main propaganda carriers are: New Evening News, Harbin Daily, Heilongjiang Legal Channel and Harbin Entertainment Channel.
Description of advertising promotion stage
1) The market warm-up period (65438+XX February -65438+XX year1October) is mainly to attract the attention of Mai Wang, initially establish the product image and guide consumers to understand the beer brewed by white wheat.
2) The market warm-up period (1-XX March) is dominated by the east wind of the Spring Festival, which deeply guides consumers and shapes consumers' trust and goodwill towards products.
I recommend it carefully.