Advertisers can comprehensively consider the information they put in and choose the media form suitable for their own publicity. The following is the product media planning book, welcome to read.
As a snack, ice cream and ice products are mainly consumed by children and teenagers, which is determined by the characteristics of the products themselves. But children's consumption is generally determined by adults, so we choose young people as the main audience of this advertisement. First, young people are more fashionable and like personalized things, and then young people generally pursue brands and freshness. Therefore, in the planning, we adopt the marketing strategy of market centralization, seize the main consumption market of young relatives, and tap the purchasing potential of young relatives.
First, the market analysis of "metamorphic" ice products
1, competitor analysis
From a national perspective, Mengniu's main competitors are the cold drink business of Yili and Guangming Enterprise, and compared with Yili and Mengniu, Yili's main advantages and disadvantages are:
Pay attention to product profit, ignore product share, advance lightly, pursue maximum benefit ratio by means of product adjustment, be rich in human resources, advocate products, have ideal sales, and the market as a whole advances steadily.
Disadvantages: limited production capacity, incomplete varieties, and obvious lack of development in marginal areas, but no sustainable sales strategy close to the market has been formed.
Mengniu's advantages are concentrated in:
Pay attention to market share and make it beneficial to the market. The implementation of localized management, focusing on large-scale, large-circulation, large-market operation, leading market towns to develop market share, has obvious advantages in social resources, formed a set of experience and operation methods, and paid attention to corporate culture.
Disadvantages: limited to product technology development, lack of market sales control ability.
2. Analysis of sales channels
Distribution platform system: It is an alliance with two groups of merchants (also called postman) with large scale and dense network in the regional market. The manufacturer will provide miniature refrigerated delivery vehicles (mainly in human tricycles) and bear part of the refrigeration cost and the salary of the delivery staff, provided that they join the distribution of customers' exclusive products. At the same time, the manufacturer provides a single operator for each platform, and provides 1 ~ 4 freezer administrators according to the quantity and season of marketing resources such as freezers on the platform.
The traditional two-level postman distribution mode: that is, the factory directly delivers goods to hundreds of wholesale outlets in the region and delivers them to the terminal. This model has low cost and low risk, but its disadvantages are indirect management, difficult price control, high requirements for product research and development, strong dependence on new product marketing, and difficult control of wholesalers' business focus, which inevitably poses many problems to Mengniu management.
3. Consumer analysis:
The consumer groups of ice products are mainly children and teenagers, which is determined by the characteristics of the products themselves. But children's consumption is generally determined by adults, so we choose young people as the main audience of this advertisement.
4 purchase potential analysis
Ice cream is people's favorite frozen product in summer. Both girls and boys can't escape its temptation, but which brand to buy is the focus of business competition. For frozen products such as ice cream, some people are afraid of hurting their stomachs or gaining weight, but young people are full of vigor and vitality, and many of them are handsome and emotional, so relatively speaking, their consumption motivation is stronger and their purchasing potential is greater.
5. Product feature analysis
Ice cream is a favorite food in summer life, and its basic feature is to quench thirst.
The hot summer brings a little coolness. At the same time, Mengniu Suibian ice cream is made of milk and chocolate, which is delicious and fragrant. It is a product of Mengniu Group, and its quality is guaranteed.
6. Analysis of advertising effect: In addition to good taste and delicious taste, the name of ice cream can also convey the information of fashion, personality, youth and vitality.
Second, the advertising strategy and advertising focus of "changing" ice cream
1. Product differentiation strategy: In product design, Mengniu creatively adopted two measures of "cleanliness" and "addition", and adopted a pioneering work that can be recorded in the development history of china dairy: the first sauna workshop for milk trucks was built in China. "One clean and one thick". "Thickening" focuses on value, using "subtraction": adding "flash evaporation" process, removing a certain proportion of water on the basis of 100% raw milk, making milk smell more fragrant and drink more concentrated.
Quality-oriented strategy: In the safety management of frozen milk products, Mengniu emphasizes that "products are equal to personality" and "product quality is the quality of personality".
2. Product localization strategy: focus on the localization development of product township market.
3, product branding strategy: in addition to the transformation of the product itself, but also to give the corresponding mood corresponding packaging, different styles, just a small detail, perhaps can bring some care to the people who buy ice cream, inject the product concept into the product branding process, so that the audience can accept the product concept at the same time.
I bought this brand.
Third, the attraction of advertising.
appeal of advertising
As a brand of Mengniu, Suibian ice cream has no doubt about its quality, and its delicious taste is the main reason to attract it.
With the help of the special name "Suibian", we can improve its usage in advertisements, emphasize it blindly, and let more people remember him. At the same time, Suibian also has a certain fashion flavor, appealing to its unique personality and grasping the characteristics of the audience seeking novelty.
With global warming, ice cream will be listed on a large scale. If you want to stand out among similar products, you must advertise. As the first advertisement, it is mainly to attract the attention of the audience and let them remember him. Therefore, in advertisements, we use simple situational stories to appeal to the characteristics of its name, which is easier to shoot. At the same time, advertising should attract a certain story and attract the audience to watch.
Fourth, the advertising positioning of "changing" ice products
1, advertising target positioning: Mengniu's "change" ice cream is aimed at young and energetic people, especially young women, so some young and energetic elements have been added to the brand connotation of Mengniu ice cream. The new propaganda orientation needs a unique communication carrier. For example, Super Girl is a very popular entertainment program, which has very high ratings and participation among viewers, especially young viewers. A large number of market surveys have confirmed that the positioning of the super girl column meets the brand demand of Mengniu yogurt.
2. Compared with competitors' advertisements, Yili's brand name and current advertisements pay more attention to sensibility, a psychological feeling, while Mengniu is real and within reach, which makes you feel its existence and rational feeling. Yili lets you feel the natural pasture of the soul, pursue fashion, seek a pure land in the complicated and chaotic city, taste comfortably, peacefully and meticulously, and be full of urban feelings of young men and women; Mengniu gives people a real feeling, coming from the pollution-free prairie, pursuing natural green food, taking every step down-to-earth and providing people with better milk.
3. Advertising purpose: to attract the attention of the audience, guide the life, and make the product brand close to the audience invisibly, so as to establish the brand image of the product, tap the potential purchasing power of the product, drive the product sales, and thus bring economic benefits to the enterprise.
Verb (abbreviation of verb) advertising strategy
1, advertising life strategy: create advertisements according to random changes, integrate life into advertisements, and change life with advertisements. The creation of advertisements should first be close to the life of the target audience. Only those things that are close to life can they be interested in seeing them, and advertisements can play the role they want to achieve. While being close to life, we should also pay attention to leading life.
2. Integrated marketing strategy: In the cooperation with Super Girl of Hunan Satellite TV, Mengniu Yogurt changed the traditional cooperation mode of simple title, but formed a more in-depth column-brand-product linkage, integrated marketing in all directions, and made Super Girl and Mengniu Yogurt closely connected;
3. A series of newspaper advertisements. Choose metropolis daily to publish and broadcast continuously, and directly promote products.
4. Promotional activities.
5. Use TV advertisements, bus advertisements, online advertisements and radio broadcasts, and give gifts at the same time.
6. Strategy suggestion:
Corporate brands and products * * * support each other. Take the road of enterprise power-driven products.
The flagship store activities in large and medium-sized cities are mainly aimed at promoting Mengniu's ice cream and other products and creating a place for people to relax. Close the intimate relationship with consumers with casual commonness,
Fill another industry for Mengniu! Want to have a rest, come and sit with change! Let children and young people who like to patronize cold drinks shops increase their familiarity with the products. I believe that the flagship store will be built successfully and the ice cream will be hit hard.
Building a society will play a dual or even multiple role.
Budget and allocation of intransitive verbs advertising
1, and the distribution cost is calculated according to the cost per thousand people.
2, media advertising cost forecast
(1), newspaper advertisements: metropolis daily, evening paper, morning paper, etc. It is the newspaper with the largest circulation every day. Choose a newspaper to run for a week to increase the popularity of 15%. The cost is controlled within 6,543,800 yuan.
(2) TV advertising: first, make a regional advertisement in a region red, and then push it to the national market. Intermittent advertisements lasting from 7: 30 pm to 8: 30 pm for one minute to one and a half minutes. The upfront cost should be controlled within 300,000.
(3) Bus advertising: The cost shall be controlled within 30,000 yuan.
(4) Online advertising: It is enough to intermittently put in advertisements for 3 hours in prime time. The cost should be controlled within 500,000.
(5) Broadcasting: The cost of this auditory advertisement is the least, and the cost is controlled within 30,000.
3. Promotion cost forecast
(1). Gift fee: organize activities on the day of the service festival to let the brand give the public a good corporate image and give handkerchiefs printed with the words "Mengniu, good quality, green life". It is estimated that gifts are needed100000, and the budget for every 6 cents is controlled within100000. Every customer who buys our insurance service on site will get a paradise umbrella with the words "Mengniu, Good Quality, Green Life" printed on it, and the budget of each 6 yuan dollar will be controlled within 4 million.
(2) Promoter's expenses: At present, the temporary promoter's salary is 40 yuan plus commission for one day. Only do it on weekends and big holidays. Control the cost within 50,000. The upfront cost is less than 165438+ 10,000.
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