Promotion Plan for Shengzhu Red Wine Machine
Foreword We know that indulging in the bright red color of wine under the swaying light is a pleasant psychological enjoyment, and drinking wine, It is a kind of physiological enjoyment that detoxifies, nourishes the skin, strengthens the stomach and activates blood circulation, and its nutritional content is better than milk. For the average person, drinking about 200ml of red wine every day has many benefits. Although red wine is good, not many people drink it every day. The main reason is that the preservation of red wine is relatively poor. Once opened, it must be consumed within three days, otherwise it will easily deteriorate. Now with the arrival of the "Holy Pearl Red Wine Machine", this problem has been solved. It uses the new patented technology of the 21st century (Patent No. 0321158.4) "bag-in-box" packaging, which effectively prevents air from entering and sunlight. Keeps fresh for a long time. The shelf life is up to 6 months after opening, making your wish to drink a little every day easily come true. This planning document mainly focuses on the packaging function of Shengzhu wine, emphasizing its "freshness" characteristics to meet the needs of customers to drink a little every day. Consumer analysis (1) The target consumer group is mainly middle-aged, with an income above the middle level, needs for health care and beauty, and usually has the habit of drinking red wine. (2) Potential consumers: Mainly middle-aged and elderly women with middle-income or above. These people have not yet had the habit of drinking red wine, but they have needs for health and beauty. What we need to do is to promote to them the need to drink red wine every day. benefits, as well as the "freshness" function on our Shengzhu wine packaging to guide them to become our target consumer group. (3) The consumption behavior of existing red wine consumer groups: they mainly buy in supermarkets, hotels, and bars, with relatively high designated purchase rates and relatively low brand loyalty. (4) Attitudes of existing red wine consumers: There is obvious dissatisfaction with the fact that red wine cannot be kept fresh for a long time once opened. This becomes an opportunity for our Shengzhu red wine machine to open up the market. Product Analysis (1) Advantages: ◆ The biggest advantage of Shengzhu Red Wine is the uniqueness of its packaging. It is different from any product on the market. It has the function of long-term preservation, and the shelf life is as long as 6 months after opening! Suitable for the needs of daily red wine drinkers. ◆ It tastes good and can meet the needs of general consumers. (2) Disadvantages: ◆Blurred product image ◆Product packaging is not modern and not elegant enough. The packaging is obviously not of high quality and does not meet the price positioning of the product. It is recommended to improve the packaging quality of the product. to match its price image. ◆The price is relatively high and cannot meet the needs of many consumers with lower incomes to drink a little every day. It is recommended to lower the selling price to attract more potential consumers. Competitive Environment Analysis With the rise of domestic red wine consumption, red wine has attracted a large number of consumer groups with its unique taste. Many companies have taken a fancy to the wine market, making the competition in the red wine market unprecedentedly fierce. Currently, in the domestic market, domestic red wine companies such as Great Wall, Changyu, and Dynasty control more than 80% of the country's market share. In the important red wine consumption market of Southern China, the combined market share of the three brands Great Wall, Changyu and Dynasty exceeds 60%. Great Wall Red Wine ranks first in terms of comprehensive market share in the four regions of North China, South China, Southwest and Northwest China. Among them, in the southwest region, the comprehensive market share of Great Wall red wine reached 66.13%. Changyu and Tonghua red wines ranked first in East China and Northeast China respectively. Competitors' advertising strategies are mostly emotional appeals, exaggerating the mood of drinking red wine. Shengzhu Red Wine should find a new approach in advertising performance, adopt an advertising performance strategy based on functional appeals, and focus on promoting the preservation of Shengzhu Red Wine. Function. Product positioning strategy Price positioning: The price positioning of Shengzhu red wine should not be too high, because our purpose is to make the Shengzhu red wine machine a tool for people to conveniently drink red wine every day. However, due to the packaging function of Shengzhu red wine It has its added value in other aspects, and its price positioning is more appropriate in the mid-to-high price range. Functional requirements: The difference between the Shengzhu red wine machine and other similar products on the market lies in the preservation function on its packaging, which makes it easy to store after opening. In summary, we position Shengzhu Red Wine as a medium-to-high-end Yibao Fresh Red Wine. Advertising appeal strategy A. The target consumer group of the advertising appeal is mainly middle-aged, with an income above middle age, needs for health care and beauty, and usually drinks red wine habits. B. The appeal focuses on advertising. Consumers like to drink red wine, but red wine is not easy to keep fresh. Once opened, it easily deteriorates. It highlights that the Shengzhu red wine machine is different from ordinary red wine. It has the function of long-term preservation and is suitable for storage. For home drinking.
C. Appeal method: The perceptual appeal strategy is a commonly used appeal method for similar products. It can contain rich life and emotional content and has a better effect on the appeal object. Therefore, it is recommended that the advertisement of "Shengzhu Red Wine Machine" also use perceptual appeal. as the main method of appeal. Specifically, it can be expressed through life scenes, characters and life scenes in daily life. TV commercial text script (1) - Preservation chapter scene 1: (1) A man is waiting for his girlfriend in a carefully decorated home (2) When it is almost time for the date, the man opens a bottle of red wine (3) At this time, the man received a call from his girlfriend saying that he had something to do today and could not come (4) Because the wine had already been opened and he was afraid of spoiling, he could only drink the red wine alone (with a depressed expression) Scene 2: (1) The same scene as 1 , another man was also waiting for his girlfriend at home (2) When it was almost time for the date, the man opened a bottle of red wine, but he opened the Shengzhu red wine machine (3) At this time, the man received a call from his girlfriend saying I have something to do today and I can’t come (4) After hanging up the phone, the man smiled and said to himself, next time when you come, let’s drink this bottle of Shengzhu red wine together. (Voice-over) "Shengzhu Red Wine Machine" - Always drink "fresh" TV commercial text script (2) - Beauty and health care Idea: Use montage techniques to virtually show the beauty effects of the Shengzhu Red Wine Machine. Scene: (1) In a warm and romantic environment, a girl and a boy are dating (2) The girl's face looks bad, but the boy looks very sad through the glass of red wine. Okay, repeat this several times (3) After the girl drank a little Shengzhu red wine, the girl's complexion became surprisingly better even without looking through the glass holding the red wine. (Voice-over) "Holy Pearl Red Wine Machine" - Always drink "fresh". Key points of shooting: (1) The scene must be arranged with a dreamy mood (2) The changes in the girl's face must be handled properly. Public welfare activities Idea: Be different and use support for national defense as a long-term public welfare activity for the company. Theme: Concerned about national defense, Shengzhu has a responsibility. Activity method: For every bottle of "Shengzhu Red Wine Machine" consumers buy, Shengzhu Enterprises will spend one yuan to support the national defense cause. Shengzhu Enterprise will also organize some patriotic education from time to time, such as organizing children in poor areas to visit military bases, providing employment opportunities for veterans, etc. On-site wine tasting activities ideas: