王老吉广告策划

王老吉广告策划 广告策划书 班级:1304 姓名:高家良 学号:10402130402 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 目录 一、 前言 二、 市场研究及竞争状态 三、 消费者研究 四、 产品问题及机会点 五、 市场建议 六、 商品定位 七、 行销建议 八、 创意方向与广告策略 九、 广告表现 十、 媒体策略 十一、预算分配 十二、广告效果评定 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 一、 前言 随着消费水平的发展，人们的消费观念也有了很大的改变，人们对饮料的消费需求也发生了明显的变化。喝饮料不再仅仅是为了解渴，而希望饮料能提供如降火、美容、补充人体中必需的微量元素和健身等附加的一些保健功能。 王老吉凉茶发明于清 道光年间至今已有175年被公认为凉茶始祖有“药茶王”之称。王老吉的明确定位使其广告集中宣传了一个信息:“怕上火喝王老吉”。——喝红色王老吉能预防上火让消费者无忧地尽情享受生活:煎炸、香辣美食、烧烤、通宵达旦看足球……正是这种针对性的推广消费者对红色王老吉“ 是什么”“有什么用”有了更强、更直观的认知.目前餐饮渠道业已成为红色王老吉的重要销售、传播渠到。 二、 市场研究及竞争状态 1.市场概况 功能饮料正处于一个加速发展期，上市品种不断增加，品类进一步丰富，消费者认可度稳步提升，销售量增长迅速，行业呈现出良好的发展势头。从健力宝推出“魔水”到泰国“红牛”在中国大陆市场现身，再到目前乐百氏的“脉动”，娃哈哈的“激活”以及王老吉的凉茶。功能饮料的时代正一路向我们走来，目前市场上的功能饮料主要由运动饮料(68%)、营养素(维生素)饮料(23%)及其他功能性饮料(9%)三部分组成。由于越来越多的都市人从事繁重的脑力劳动，过多的应酬活动，对健康重视程度的增强让人们在工作之余，选择各种运动，同时人们还渴望时时拥有充沛的精力，因此运动饮料和维生素饮料在国内外都受到普遍欢迎。 2006年我国产量为110万吨，2007年达到130万吨，据预测，我国功能饮料市场会以20%的年均速度增长，到2010年已达230万吨。但与世界发达国家相比，中国功能饮料的人均消费量仅为每年0.5公斤，距离全世界人均7公斤的消费量尚有较大空间。同时，2012年我国将成为世界饮料第一大国，在这个背景下，功能饮料市场潜力巨大。 2.市场竞争状态 现在王老吉的火红，引来了一大批像邓老、和其正、上清饮、潘高寿、白云山、万吉乐、夏桑菊、广东凉茶、霸王等等凉茶品牌参与到凉茶品类的竞争。 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 王老吉—— “怕上火，喝王老吉”，加多宝集团连续5年央视黄金时段广告，让全国老百姓认识了王老吉。上百年的悠久文化历史、独特的口感，以及对身体健康的调理功效使得凉茶市场开始迅速升温。据悉王老吉凉茶已经在全国31个省市布点，并远销港澳、东南亚、欧美市场。目前，罐装王老吉凉茶的销售势头已经大有赶超“可乐”之势，成为消费者的首选饮料。 和其正——和其正产品的定位，除了具有王老吉的“喝了不上火”作用外，还有“熬夜伤神补元气”～ “和其正”于折扇之上，匠心独运。中国人讲和气而“忍让谦和”,提倡和气而“以和为贵”;扇风时，扇(善)为美，合扇时，合(和)为贵;儒家尚正气，道家尚清气，佛家尚和气～“和其正”，“何其正”!何其正的味道，何其正的品牌，寓意深刻。和其正凉茶终端价在2-2.5元之间。 潘高寿——差异化、特色化、个性化始终是各大凉茶品牌竞争的金牌攻略，而潘高寿也一直在酝酿属于自己的口味。与很多知名凉茶偏重强调功效稍有不同，潘高寿在实现功效的基础上，更为关注凉茶的入口感觉。 在选材和配方上，潘高寿凉茶严格使用“药食同源”规定范围的中药材，大幅度降低了产品的药性、毒性，使凉茶具备了与普通饮料相当的安全 天然草本”出身的潘高寿凉茶将真正打破凉茶饮用的季节限制和消性。魏大华认为，一款“ 费年龄界限，可谓四季皆适，老少咸宜。 随着 2006年凉茶的申遗成功，凉茶行业外扩的步伐也不断加快，越来越多的生力军开始加入到这个行业当中，行业间的竞争也日益硝烟战起。 但有业内人士指出，凉茶行业一支独秀，几个品牌争夺第二，其他品牌补充三线市场的格局基本稳定下来。凉茶行业王老吉是第一品牌的事实短期将不会改变。 三、消费者研究 1.王老吉的消费者很可能是有以下特征的消费群体 (1)多数为20,50岁的青壮年消费群体 (2)经常熬夜加班、通宵唱KTV、吃火锅、烧烤的消费群体， (3)价格便宜，适合大众消费，适合外出就餐、聚会、家庭 (4)主要集中在广东，广西，浙南地区，现在正在向北方市场推广 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 四、产品的问题及机会点 1.产品问题 (1).消费者普遍把王老吉当成“药”服用，无需也不能经常饮用。红罐王老吉受品牌营销名所累，并不能很顺利地让广东人接受它作为一种可以经常饮用的饮料，销量大大受限。 (2).红罐王老吉无法走出两广、浙南，向全国推广。内地的消费者对凉茶了解甚少，而且“降火”的需求已经被牛黄解毒片之类的药物所填补。而且整个饮料行业充满了行业巨头，可口可乐、娃哈哈、康师傅等品牌已占据大量市场，王老吉找不到合适的市场。 (3).定位不清晰， (4).最近又深陷配方门事件，被证实违法添加中药材。 2.机会点 (1).生活水平不断提高，人们也越来越关注健康时尚的饮品，功能饮料的市场潜力巨大 (2).许多诱发上火的因素被人们发觉，聚餐场合、户外场合，熬夜场合，有利市场拓展 (3).“怕上火，喝王老吉”的定位已经被广大消费者所认知接受，也得到了越来越多的消费认可。 (4)凉茶行业一支独秀，几个品牌争夺第二，其他品牌补充三线市场的格局基本稳定下来。凉茶行业王老吉是第一品牌的事实短期将不会改变。 五、市场建议 1.目标 (1)红色王老吉作为功能饮料，购买王老吉的真实动机是“预防上火”，其品牌营销定位——“预防上火的饮料”，独特的价值在于——喝红罐王老吉能预防上火，让消费者无忧地尽情享受生活:吃煎炸、香辣美食，烧烤，通宵达旦看足球„„ (2)红色王老吉是在饮料行业中竞争，又是定位“预防上火”，饮食是上火的一个重要原因，特别是“辛辣”、“煎炸”饮食，在维护原有的销售渠道的基础上，加大力度开拓餐饮渠道，在一批酒楼打造旗舰店的形象。重点选择在湘菜馆、川菜馆、火锅店、烧烤场等。 (3)实践自己对社会的责任: to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the ?2008奥运盛事，王老吉在全国30个城市分阶段举行了"王老吉56个民族祝福北京祈福盛会，告诉消费者-吉庆时分，王老吉与全国人民同贺。让广大消费者感受到了一个丰富、包含民族骄傲和赤子之心的红罐王老吉 ?2008年四川地震，举国哀悼，王老吉一次性捐出,亿元的善举震动全国。感动了无数的中国儿女 ?《王老吉?学子情》公益活动，持续了八年，帮助无数贫困学子实现了大学梦， 红罐王老吉所表现的民族精神、民族力量确实让我们为之感动、自豪。红罐王老吉的赤子之心早已超越了资本力量。 2.消费对象 ?各种喜庆场合:春节，中秋，婚庆，寿宴等 ?商务聚会，朋友聚会，家庭聚会 ?商旅人士， ?广大学业繁重的学生群体 3.定位 凉茶行业的第一品牌:怕上火，喝王老吉 六(商品定位 1.卖的是 (1)品牌价值--民族精神、民族力量 王老吉凉茶不管是在奥运，四川汶川地震还是《王老吉——学子情》是表现出来的都是中华民族团结一心，互帮互助，不屈不饶的民族精神。相较他背后凝聚的资本力量更让我们看到的是他背后的民族力量。它所表现出来的民族凝聚力让我们感动，佩服。 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the (2)企业传统文化 在众多老字号凉茶中，以王老吉最为著名。王老吉凉茶发明于清道光年间，至今已有175年，被公认为凉茶始祖，有“药茶王”之称。到了近代，王老吉凉茶更随着华人的足迹遍及世界各地。王老吉的传统文化也让很多的消费者信服。 企业宗旨——循妙方制良药，让天下人治天下病 企业精神 --- 超越自我，创造一流 企业形象 --- 高素质的传统中药世家 理念溯源 --- “立身处事黄金法则30条 2.谁来买——大众消费品 3.消费者利益 (1).王老吉历史悠久，声名远扬，质量有保障 2).喝王老吉，预防上火 ( (3).让消费者无忧的尽情享受生活:吃煎炸、香辣美食，烧烤，通宵达旦看足球„„ 七.行销建议 1.产品:功能饮料，产品质量一定要有保证 2.服务:立身处事黄金法则30条，提供优质的服务，还要向顾客初步介绍注意饮食，平日养生的方法 3.价格:预防上火功能——价格适中 八(创意方向与广告策略 1.广告目的:让消费者更清晰的认识王老吉及其预防上火的功能 2.广告策略: (1)集中的电视广告播放 (2)配合餐饮新渠道的开拓，为餐饮渠道设计布置大量终端物料，如设计制作电子显示屏，灯笼的餐饮场所乐于接受的实物，免费赠送等。在传播 内容 财务内部控制制度的内容财务内部控制制度的内容人员招聘与配置的内容项目成本控制的内容消防安全演练内容 上，产品包装作to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 为主要视觉元素，集中宣传一个信息:怕上火，喝王老吉。餐饮现场的现场提示，要配合电视广告。 (3)开展促销活动，如刮刮卡，再来一瓶等;或进行预防上火相关知识宣传 九.广告表现 1.平面广告之表现: (1)主标题:怕上火，喝王老吉 (2). 广告背景:平面广告以红色为主色调。红色是中国的传统的喜庆色彩，也代表着一种吉祥含意，比较容易让大众所接受，红色色调正好与王老吉的红罐包装吻合，加深王老吉产品广告形象，红红的罐透着喜庆的味道。 2.策划意图: 展现了王老吉一向的定位标准 ，加深人们对王老吉的印象是 十.媒体策划 1.时间:利用电视广告，每晚黄金时间播出 2.费用:制作费200万元，每月的广告费用平均为200万元 3.其他平面广告: (1)杂志广告:读者，青年文摘，各类生活周刊，各类商业杂志 (2)餐饮附近的广告提示，车身广告 十一.预算分配 一年广告费总共一个亿，其中1000万作为制作费 电视广告8500万，杂志广告700万，其他广告300万 (1)央视一套，央视二套，央视五套黄金时间广告6000万 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the (2)浙江卫视，江苏卫视，广东卫视，上海卫视，安徽卫视，北京卫视等省级卫视广告费2500万 (3)广东，浙江的地方电视广告费500万 (4)《读者》、《青年文摘》杂志封面里24次，计250万 (5)各类生活杂志彩色全页25次，计250万 (6)各类商业杂志彩色全页20次，计200万 (7)超市，餐饮等场合广告牌，广告实物，车身广告，计300万 十二.广告效果评估 于广告刊播后，定期以小问卷的形式做广告效果测定，以随时修正广告策划案 (1)电视广告每一周测定一次 2)杂志广告每半个月测定一次 ( (3)超市，餐饮场所每一个月测定的一次 (4)也可以通过问卷形式随机调查消费者反映 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the