Tiantianle Oral Liquid Marketing and Advertising Plan
Name: Tiantianle Oral Liquid Marketing and Advertising Plan
Planning Unit: Guangdong South China Pharmaceutical Product Exhibition Center
Planner: Chen Dewei, Luo Yaohui
Writer: Luo Yaohui
Completion date: October 1993
Foreword
With the development of the economy and the updating of concepts, people's living standards have gradually improved, and the consumer demand for health care products has also increased, which has great market potential.
The development and impact of "Sun God" on the oral liquid market has ignited the market growth in recent years. According to reports, there are more than 400 manufacturers producing oral liquids in our country, with an output value of Billions. Companies that dominate the Guangdong market include "Sun God", "Wahaha", and "Robust", and rising stars such as "Natural Drink", "Fushouxian", "Yanshenghubao Liquid", and "Tai Tai Oral Liquid" also have strong market share. The offensive enters the market. It can be seen that the demand for oral liquid is very large. Oral liquids with good efficacy are more popular among the public.
Therefore, in the face of the powerful "Sun God", "Natural Drink", "Fushouxian", etc., how can Tiantianle Oral Liquid enter the Guangdong market and occupy a place?
1. Key points of this suggestion
1. 1 In view of the fact that Tiantianle Oral Liquid has the characteristics of anti-aging, beauty and longevity and that "Sun God" and "Wahaha" occupy the children's market, Tiantianle oral liquid should first be oriented to the market of adults, especially the elderly, with adults and the elderly as the key sales targets.
1. 2. Hold product promotion meetings, carry out holiday gift activities, publish product advertisements on TV and newspapers, and quickly establish sales points. It is necessary to make Tiantianle products well-known and convenient to purchase.
1. 3. To ensure that the product is not counterfeited, please register the Tiantianle packaging graphics with the industrial and commercial department as soon as possible or apply for a design patent (graphics and color) to the Liuzhou Patent Office.
1. 4. Before new products enter the market, the company should introduce "CIS" (Corporate Image Strategy System). The company should change its original name from "Liujiang" to "Tiantianle" and develop a new trademark at the same time. , making the trinity of corporate name, trademark and products appear in front of society and the public with an overall image.
1. 5. The recommended implementation period of this proposal is: 1993, October - 1993, December
1. 6. The advertising budget of this proposal is within the range of RMB410,000 yuan.
2. Market analysis and research
2. 1. According to statistics, the number of people over 60 years old in Guangdong Province has exceeded 6 million, accounting for 10℅ of the total population. Among them, the central city of Guangzhou There are 600,000, and the neighboring city of Foshan has 300,000. The elderly are a rapidly expanding consumer group. "The elderly want a healthy life", and its market prospects are broad.
2.2 The fierce competition in Guangdong, both in business and official affairs, coupled with environmental pollution, makes adults prone to fatigue and disease, and some middle-aged people suffer from premature aging. "Middle-aged people need to be healthy" is expected to win over the middle-aged market.
2.3 The oral liquid market in Guangdong is highly competitive, with various oral liquids emerging in an endless stream, and people have a wide range of choices. Therefore, it is necessary to choose the appropriate time and advertise the campaign to the public. Since people are not satisfied with general product advertisements and tend to consume emotionally, Tiantianle must seize people's consumer psychology, move people with emotion, and win the market.
3. Marketing methods
Tiantianle Oral Liquid is a new product launched on the market today. Due to its scientific and reasonable formula and accurate efficacy, although it has not been launched for a long time, the market potential and Social demand is promising. In order to introduce the product to consumers in the short term, expand the Guangdong market, and let the society understand Tiantianle Oral Liquid, we plan to select key points and gradually expand at different levels. The marketing method will be considered from the following aspects.
3. 1. Present Tiantianle oral liquid to the Committee on Aging. On the occasion of the annual Elderly Day, the Guangdong Provincial Committee on Aging will hold a conference to celebrate the fifth Elderly Day in Guangzhou. Seizing this opportunity, we donated 20 boxes of oral liquid to the Senior Citizens Committee, and initially established the corporate image and "Tiantianle" brand image through the "Respect for the Elderly" and "Tiantianle" brand image, allowing Tiantianle to form a perceptual understanding among key sales groups. The specific methods are as follows:
3, 1, 1 Give away 20 boxes of Tiantianle oral liquid to the Guangdong Provincial Committee on Aging to distribute to the old Red Army, old heroes, old models and veteran cadres who are participating in the celebration of the fifth Elderly Day.
3, 1, 2 Invite factory leaders to participate in the celebration, and the factory will distribute promotional materials.
3. 1. 3. The conference is requested to produce unified slogans for the factory name.
3. 1. 4. Invite factory leaders to participate in the lottery ceremony held at the conference and distribute oral liquid prizes.
3. 2. Hold a promotion meeting in Guangzhou. Guangzhou is the main sales area for this product. In addition, the consumption level in this area is relatively high, but the competition in the health care product sales market is fierce. Therefore, Guangzhou is the first choice as the breakthrough point.
3. 2. 1. The promotion meeting includes factory leaders introducing the company, the factory inviting relevant experts to introduce the formulation, pharmacology and clinical conditions, and the distribution unit signs a contract. It is planned to invite relevant personnel from commercial and medical institutions and large department stores to participate.
3. 2. 2. Scale and time: The regulations stipulate 250-300 people, initially scheduled for early December.
3. 3. After the promotion and advertising in Guangzhou, we will gradually select some small and medium-sized cities to gradually expand, and spend a small amount of money to conduct advertising or promotion meetings in these areas. Select the second level of exhibition points.
3. 4. After advertising in "Lingnan Pine" magazine, Lingnan Society Magazine held a questionnaire activity with prizes for daily music knowledge. The purpose is to invite relevant people to discuss the lottery through question-and-answer questions. According to the relevant social activities in Guangdong, we will appropriately sponsor and participate in relevant social activities and gradually establish the corporate image.
4. Disadvantages and advantages in marketing
4. 1. Disadvantages
4. 1. 1. Competition from major players such as "Sun God" The product has a long history, a large market, sufficient financial resources, and ample advertising.
4. 1. 2. The company is not well-known in Guangdong.
4.1.3. Tiantianle compares with "Sun God" (about 10 yuan per box), "Natural Drink" (about 17 yuan per box), and "Fushouxian" (about 18 yuan per box) ), the price is slightly higher (21 yuan per box).
4.2. Advantages
4.2.1. Tiantianle contains healthy tissue fluid of human placenta, which is unique.
4. 2. 2. The taste is better.
4, 2, 3. Sales in Guangxi are promising.
4, 2, 4. Won the International Gold Award in Beijing.
5. Advertising suggestions
5. 1. Set strategy
5. 1. 1. In order to create high advertising attention rate, use suspense techniques , using human curiosity to draw attention to products.
5. 1. 2. Promote the company’s blessings and affection to society and people, and move people with affection.
5.1.3. Emphasize the unique personality of the product
5.1.4. Take retreat to advance and try to avoid exaggerated advertising.
5.2. Advertising theme
5.2.1. Please tell everyone that Tiantianle is here.
5. 2. 2. Everyone has the right to enjoy daily happiness.
5, 2, 3. Take the placenta essence and burn the glow of life.
5. 2. 4. The biggest disadvantage of this product: it cannot cure all diseases. The biggest advantage of this product: anti-aging, beauty and longevity.
5. 3. Advertising copy: Take the essence of placenta and burn the essence of life.
Tiantianle Oral Liquid is a pure traditional Chinese medicine preparation exclusively developed by Guangxi Liujiang Pharmaceutical Factory after three years of painstaking exploration.
Tiantianle oral liquid is composed of more than ten precious Chinese medicinal materials such as pearls, human healthy placenta, and wolfberry. It has the functions of calming convulsions, antipyretic, moisturizing and beautifying, anti-aging, promoting wound healing, improving the body's anti-stress ability and improving immune function. It is especially effective for patients with various types of neurasthenia, anemia, post-illness disorders, and elderly and frail patients.
The biggest disadvantage of Tiantianle Oral Liquid is that it cannot cure all diseases.
The biggest advantage of Tiantianle Oral Liquid: anti-aging, beauty and longevity
6. Advertising design, production and release
6. 1. Newspaper
6, 1, 1 It is planned to make a series of advertisements in the two major newspapers "Yangcheng Evening News" and "Guangzhou Daily" and publish them seven times each. The specific method is: publish them for three consecutive days, and then publish them once a week, counting four times. One month (*** seven times).
6, 1, 2, Guangzhou and Yangcheng newspaper publication fees (based on seven times)
(1) 8X17.5cm area, black and white about 91,420 yuan, red set 124,446 yuan.
(2) 12X17cm area, about 141,960 yuan for black and white, 192,948 yuan for red.
6.1.3. Newspaper advertising design (omitted)
6.2. Magazine advertising
6.2.1. Planning for the elderly in Guangdong Province One advertisement (one page) in the magazine "Lingnan Pine" sponsored by the committee
6, 2, 2. Advertising price in "Lingnan Pine" magazine: NT$9,000 for the first cover; NT$7,000 for the second cover ; The third cover is NT$6,000; the fourth cover is NT$8,000. It is recommended to use the front cover
6, 2, 3. Magazine advertising design should be designed after the decision is made to publish the advertisement.
6.3. TV commercial
6.3.1. Planned to be broadcast on Guangdong TV Lingnan Channel and Guangzhou Channel first time (P1/18:31-22:45) It will be broadcast once every night for one month (30 times).
6, 3, 2. The cost is about 153.000 yuan, and the production fee is about 15.000 yuan. (For example, if Lingnan Channel and Guangzhou Channel broadcast 30 times a month, the cost is 153.000 yuan, while on Pearl River Channel and Guangzhou Channel it is 195.000 yuan. If it is played twice a night, it will be doubled).
6. 3. 3. TV advertising creativity (see picture)
7. Expenditure budget
7. 1. Donate to the Committee on Aging’s Respect for the Elderly activities : Total expenses: 23,000 yuan, including: physical goods: 20 boxes × 14.00 = 17,000 yuan Media promotion, labor, activity fees, etc.: 5,000 yuan
7. 2. Advertising expenses:
< p>7. 2. 1. Advertising planning fee (including series creative design and original manuscript) 20,000 yuan7. 2. 2. Media fees are based on specific media charging standards
7. 3. Promotional meeting expenses: determined by both parties based on the determined scale and requirements.
7. 4. Corporate image design: including logo (trademark), product packaging, etc. 30,000 yuan (this cost is not included in the budget of this proposal).