5 brand advertising planning scheme

# Planning # Introduction In order to ensure the smooth and successful progress of things or work, it is often necessary to make a plan in advance. A plan is a written plan, which is the detailed rules and steps of specific actions. The following is the brand advertising planning scheme, welcome to read!

1. Brand advertising planning scheme

First, the theme of the event is the Dragon Boat Festival Shopping Carnival, giving gifts and offering true feelings.

Second, the activity time

20xx year x month x day -x month x day

III. Contents of activities

1. On the day of Dragon Boat Festival, the top X customers with membership cards will get a zongzi if they spend over X yuan in one-time shopping in the supermarket.

2. Throw dice to win eggs

During the activity, the supermarket will shop all over 38 yuan at one time, and you can roll the dice once to get the same number of eggs according to the number of points you throw.

Prepare a big dice with a diameter of 800×800 (white scarlet letter)

Prepare egg tickets, the types of which are 1, 2, 3, 4, 5 and 6 respectively.

Timetable:

The department in charge of this project needs time.

There are not less than 30 kinds of special stores in fresh food and rental areas, and at least 2 kinds of goods with shocking prices line up every day x days ago and x months ago.

Selection and collocation of other special offers:

1. Purchasing and distribution communicate with the department heads of each store to contact the featured products that are suitable for each store and have strength.

2. There are not less than X kinds of specials in each store, and at least X kinds of goods with shocking prices are queued every day for X days and X months.

3. Gifts: X months before the store cooperates with the activities.

4. Photo operation department X month X day

5.DM single-page production and operation department X month X day -x month X day

6, inkjet, photo production and operation department X month X days ago.

7.DM single-page distribution store x month x day

Publicity method:

1, DM advertisement:

X supermarket XX

X supermarket XX

X supermarket XX

Total cost: XX

2, inkjet photos:

X supermarket Xx photo version x costs XX yuan.

X supermarket Xx inkjet x costs XX yuan.

X supermarket XX photos x expenses x yuan

Total cost: Xx yuan

3. Out-of-store: All stores contact suppliers for off-site performance and product display.

In-store: during dm one-page publicity, stacking and poster publicity activities.

2. Brand advertising planning scheme

First, the analysis of the current situation of the industry The electrician industry has low entry barriers and high profits. Driven by profits, many brand companies have joined in, and a large number of foreign-funded enterprises have also rushed to China's electrical industry with capital, technology and brands, while some enterprises without strength have also poured in and blindly intervened, making the electrical industry extremely competitive. In addition, all brand manufacturers are adjusting their product structure and infiltrating into high, medium and low-grade markets in an all-round way, further increasing the competitive pressure in the electrical product market.

(A) brand competition has become a trend

Many manufacturers blindly intervene, in order to make profits, they do not hesitate to use inferior materials to reduce production costs and sell at extremely low prices, which makes the quality of products uneven and consumers confused, making brand competition a trend. In order to win in the fierce market competition, electrical enterprises must shape their own brands and establish a unique brand image.

(2) The profit space is getting smaller, and resource integration is the trend.

The intensification of competition has made the market space narrower and narrower, and the profit space has shrunk dramatically. The profit of various products decreased 10% ~ 18% compared with previous years. In addition, some powerful manufacturers (especially those with good market foundation, long operation time and standardized operation) gradually integrate the resource advantages of the electrical appliance industry, and the product structure extends to the direction of intelligence and supporting integration, and switches, sockets and wires are integrated together to promote the marketing efforts of manufacturers.

Second, the competition analysis

① There is no strong brand in China, and no enterprise has relatively core brand competitiveness. Even the top three electrician brands are hard to reach the level that no one can replace them.

(2) The marketing strategies adopted by manufacturers and their brands in market operation, dealers, engineers and end users are all old-fashioned and single, and most of them make a fuss about the price, and few breakthrough marketing strategies cut into the market.

(3) Domestic manufacturers and product types have not formed their own unique categories and distinctive advantages, and most of them are repeated imitations. Especially for the types and levels of consumers in the electrical appliance market, the market growth in various regions fluctuates, which affects the recognition of manufacturers and brands by dealers and users.

④ There are various product functional orientations, although there are some merits, but they all ignore the basic functions of electrical products, and the safety performance of electrical products ranks first.

Third, brand planning and positioning.

(1) brand name

"××" is easy to understand and has brand affinity. It can convey an entrepreneurial spirit with "××" as its mission, giving people confidence and trust.

(B) Brand packaging design

Through the investigation and psychological analysis of consumers, the brand packaging design and vision basically adopt the yellow tone of brand visual power, and use the gradual change of yellow and red to form an absolute visual impact to achieve the purpose of catching people's attention.

(C) brand core competitiveness

Technological innovation and catching up with international standards are our core competitiveness.

(D) brand positioning

Lock in the high-end image, directly compete with many manufacturers for the market, and establish a strong image of our company's international brand; At the same time, it also launched middle and low-grade products to grab a larger market share.

At present, our company has basically formed a team of technical experts representing responsibility and innovation, providing consumers with high-quality products and bringing comfortable and convenient fashion life. The concept of "advocating fashionable new life" links life with high technology, and strives to expand and enrich the connotation of "××" brand, making it more friendly and humanized.

(5) price positioning

The price is comparable to other brands' high-end products (5% ~10% lower than the top three domestic brands; 10% ~ 20% higher than general brands); The price of middle and low-grade products is comparable to that of general brands and very competitive.

Fourth, brand marketing strategy.

In view of the fierce competition in the electrical appliance market, through the study of competitors' marketing strategies, our company adopts xx marketing strategy to gradually expand brand influence and improve visibility and reputation.

Verb (abbreviation of verb) brand promotion strategy

Consumption characteristics of target consumers: the recognition of general consumers is very low, and whether to buy or not depends mainly on price and quality assurance. In the terminal market, promoters recommend products to them, and the experience can make them temporarily decide which brand to choose.

In advertising, we strive to build the brand image of the company's products through hard advertising and thematic public relations activities. The specific advertising plan is as follows:

1. adopt the market operation mode of market differentiation and integrate brand promotion through cooperation with regional general agents.

2. Advertising should pay attention to a unified brand style. Advertising creativity conforms to the brand image and has a sense of integrity and unity.

All advertising activities must adhere to the principle of unified strategy.

4. Banners and flags: Hanging outside large building materials cities and major local traffic routes, expanding the coverage of corporate publicity at a relatively low cost, and rapidly expanding and consolidating the brand image.

3. Brand advertising planning scheme

1. Activity background: At present, catering has entered the off-season, the rate of customers returning to the hotel for dinner is very low, and the rate of individual guests in the lobby is very low.

Second, the purpose of the activity:

1. Expand the popularity and influence of the hotel, stimulate consumption and increase the hotel turnover;

2. Stimulate individual customers;

3. Promote the thank-you banquet to lay the foundation for the thank-you banquet in July and August.

Three. Activity objectives:

Hotel turnover reached 600,000 yuan/month.

Four. Activity time: June1-June 30th.

Verb (abbreviation of verb) activity information:

(1), Children's Day (June1-June 8): Make two packages: 78 yuan for 4 people; 6-person package 108 yuan.

(2) During the college entrance examination (June 5-June 8): economic nutrition package: three-person package in 68 yuan; Package for 5, 98 yuan.

(3), the whole month activities (June 1-30):

50 yuan coupons will be given for a meal 100, and 50 yuan coupons will be given for a meal 100; Coupons can be used for consumption. The consumption time is less than one month, and each table is limited to 200 yuan.

B beer will be delivered as soon as it enters the store (according to the number of customers at each table, each person 1 bottle, for class use only, without packaging).

C The banquet will reach three tables, each table will consume any kind of wine in the Golden Seed Series, and the same variety of wine will be presented 1 bottle. (One bottle per table)

D two bottles and two bottles of the authentic version of Consumer Gold Seed Series, and obtained 1 bottle.

(4) The thank-you banquet can offer four series of packages (considering the students' affordability, it is suggested that the price should not be too high).

299 yuan/table, 399 yuan/table, 499 yuan/table, 599 yuan/table

(5), activity promotion plan:

A. There are three X-shaped exhibition stands (in front of shops, cinemas and Yonghui Supermarket).

B. In-store projection plays circularly.

C leaflets (2,000 copies): distributed in residential areas and in front of supermarkets.

D, banner ④.

4. Brand advertising planning scheme

Commodity sales are in off-season, and hotel products are no exception. For different enterprises, the off-season time allocation is naturally different. After experiencing the popularity of the Lunar New Year, the overall sales of our hotel has declined, which is also the contradiction in the off-season that has always existed in the hotel business. In fact, light and not just relative. Under the situation that the overall sales volume of the market is declining, you can still sell yourself as long as you work hard and pay. I. Purpose of the event

1. Expand the tourism market through cooperation with travel agencies, tourist attractions and taxi companies.

2. Directly or indirectly promote potential customers inside and outside the hotel, stimulate secondary consumption, strive for more repeat customers, and urge customers to eventually become old customers and VIP guests of the hotel, and finally increase the sales of the hotel.

Second, the activity time

20xx April 1 to 20xx August 1

Third, the departments involved.

Sales Department, Catering Department, Front Office Department, Housekeeping Department

Fourth, the theme of the event

Warm spring carnival season, greeted with courtesy.

Verb (abbreviation of verb) activity plan

(1) Promote in various ways to make the off-season not dull.

Method 1: Contact the local travel agency in advance to attract them to introduce customers to our hotel in the form of commission.

The specific operation is as follows: introduce the person in charge of the travel agency of the team customers to our hotel, pay the commission 5 yuan money for each room, and settle the account in cash on the same day.

Method 2: form an alliance with various tourist attractions for mutual benefit.

The specific operation is as follows: after reaching an agreement with various tourist attractions, all guests who hold our hotel vouchers can use them as cash when they stay in our hotel for consumption. (Vouchers are valid during the activity, and will be invalid when they expire. Vouchers can't be discounted and used to offset the consumption of hotel rooms and restaurants. ) or you can enjoy tickets and consumption discounts when you spend money in various alliance tourist attractions with our hotel coupons (depending on the agreement of each scenic spot).

Method 3: Contact the taxi company to provide long-term cash rebate for taxi drivers who are sent to our hotel to check in customers.

The specific operation is as follows: give the driver a discount card of our hotel with the license plate number on it. If the guests enjoy the discount when registering, they can get the cash commission of 10 yuan for the owner, and settle the account at the end of the month or cash it immediately.

(2) Give customers preferential treatment and expand the incentive plan.

Offer 1: Foreign individual travelers who stay in the current market for 8 consecutive times in the month can get 1 ordinary single room or standard room for free, or social individual travelers who stay for 3 consecutive nights can get 2 bottles of mineral water.

Offer 2: Book a luxury room or a landscape room in June and July of 20xx two months in advance, and confirm to pay the corresponding deposit in time to enjoy a crazy discount of 60% off the retail price. (Specific operation method to be determined)

Offer 3: Cooperation with banks. Guests with designated bank credit cards who swipe their cards at the hotel can get a hotel 1 voucher.

Offer 4: Use one day a week to get a few rooms as special rooms. (use the POP card in front of the store for publicity)

Sixth, advertising

1. Make vouchers and discount cards printed with the hotel profile and geographical location, pay for the consumption instructions, and show the unique corporate culture.

2. Advertise road signs in nearby tourist attractions and railway stations, targeting transit or visiting enterprises and government officials.

3. During the activity, the preferential policies will be played on the electronic screen all day.

4. Painting or POP publicity in front of the hotel.

VII. Advertising Budget

The distribution of advertising budget is as follows:

The production cost of 1. vouchers is controlled as follows:

2. The production cost of discount cards is controlled as follows:

3. The advertising expenses of scenic spots are controlled as follows:

4. The production cost of inkjet printing in front of the workshop is controlled as follows:

Total:

Eight. general survey

The purpose of this activity plan is to improve the hotel's popularity, customer loyalty and hotel sales in some aspects in the off-season. I hope the relevant departments will cooperate. If there are any shortcomings, you can provide evidence and supplement them with your heart.

5. Brand advertising planning scheme

I. Foreword During the exploration and development of food culture for thousands of years, the industrious people in China have gradually formed four major cuisines with different styles and delicious food with local characteristics. Beijing roast duck is a famous food in Beijing, which is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck king roast duck is a new type of roast duck developed by modern roast duck chefs on the basis of inheriting the traditional roast duck technology. The roast duck is golden and shiny on the surface, crisp outside and fragrant inside, and tender inside. It tastes particularly delicious and is the best in roast duck.

Today's Xuanhua catering industry, the development trend can be summarized as follows: the development is very rapid, the scale is expanding, and the market is booming. However, prosperity also means fierce competition. There are always restaurants falling down, and there are always new stores standing, but there are always a few who stand firm and grow stronger in the big waves. As the representative of Beijing New Roast Duck in Xuanhua catering industry, "duck king Roast Duck" should become a famous signboard.

Second, the market/enterprise analysis

The competition in Xuanhua catering market is also fierce. All kinds of hotels compete for Xuanhua's limited catering resources, impacting diners' tastes and horizons.

To be successful, the hotel must meet the following conditions:

(1) has its own characteristics;

(2) Total (quality) management;

(3) Sufficient funds for market operation;

(4) Innovation, constantly bringing forth the old and bringing forth the new. These conditions are indispensable, otherwise it will be a flash in the pan, which is also the reason why many hotel restaurants disappear rapidly.

Oriental duck king Restaurant is a newly-built restaurant based on the original Oriental Food Plaza. After years of publicity and management, Oriental Bath and Oriental Food Plaza have gained a certain popularity in Zhang Xuan and Xuanhua, and become household names in Xuanhua. If we can make use of the popularity of "Oriental" in Xuanhua, promote Oriental duck king restaurants, improve the quality of dishes (the expert comments are slightly poor), and strengthen the training and management of personnel, we will certainly become a rising star in Xuanhua's catering industry.

Third, marketing planning.

The purpose of catering service is to satisfy customers. Only when customers are satisfied can the hotel make a profit. To do a good job of quality service is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on total (quality) management, effective incentive mechanism and good corporate culture atmosphere.

Duck king Restaurant has been in business for two months, and now it is holding a preferential activity of "giving back to consumers' care". Take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.

1. The purpose of this activity: to increase the influence of the brand of "Oriental duck king Restaurant" and enhance its popularity and reputation; Enhance the "Oriental" image and enhance competitiveness; Enhance employees' corporate loyalty and centripetal force; Improve employees' service awareness and work intention; Further enhance the "Oriental" corporate culture; Increase sales and profits; Lay a good foundation for the next better development.

2. Activity time: July1-June 15, totally 15 days.

3. Number of participants: all employees and customers in the east have meals.

4. Customer satisfaction, employee satisfaction, management improvement and cultural innovation.

Fourth, the specific scheme planning.

(1) sp scheme

1, "Smile Service"

During the activity, all employees will serve with a smile, be meticulous and patient, let customers come on impulse and return with satisfaction, and enhance the perceived consumption value. The concrete implementation is as follows:

A mobilization meeting will be held before 5 July, and a "service contest" will be held among waiters on 6- 15. A special page will be set up in the lobby to issue "Star of Service of the Day" and give material rewards every day.

2. Special price

(1) Introduce a special dish every day, and don't repeat it every day.

(2) Give some dishes with the customer's order, such as giving two side dishes when spending 100 yuan; Above 200 yuan, add 2 cold dishes; Above 500 yuan, add 4 cold dishes, etc.

(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.

Note: our specialty is roast duck, so don't lower the price of roast duck!

(2) Internal marketing plan

Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, and then to market internal employees before pushing products and services to the external market, which requires two-way communication and information sharing between employees and enterprises, as well as the use of effective incentives.

1. Strengthen the internal warmth management of all employees, and require each employee to treat other employees as their own customers, serve them like customers, and fix internal employee marketing in future work.

2. essay contest

Internal staff essay: "My Choice-Oriental" (written by all staff, one for bathing and one for catering, the purpose is to cultivate employees' love for "Oriental" and let us work together to create "New Oriental"! )

Requirements:

(1) The theme revolves around what happened in Oriental duck king Restaurant and Oriental Bath, which can be work experience, feelings, messages, etc.

(2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.

(3) The deadline is July 13.

Encourage all employees to devote themselves. The first prize 1 was awarded in this essay activity, and the prize was 200 yuan; 2 second prizes, bonus 100 yuan; Five third prizes, 50 yuan. Focus on the exhibition.

3. Cost-saving competition

Through a series of activities, re-educate internal employees and bring them intentions.

(3) product marketing plan

1. At the same time of color catering, we mainly promote couples' packages, business packages, family packages and filial piety packages. For example, couples' packages can be launched in 38 yuan, 48 yuan and 58 yuan.

2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of food and clothing, but to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food; The combination of cooking methods and modern people's consumption fashion makes dishes delicious and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet to meet people's health requirements. It is highly recommended to launch the kitchen! ! !

Cultural marketing plan

Promote the "Oriental" corporate culture to consumers and enhance the influence of Oriental enterprises in the target consumer groups.

The environmental picture of duck king restaurant, the production flow chart of roast duck, and the spiritual slogan of the hotel (Oriental duck king Restaurant reminds you to pay attention to eating health) are made on the car body, so that customers can treat "eating" as a kind of enjoyment and linger.

Verb (abbreviation of verb) advertising marketing plan

In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media and different media audiences, we should make reasonable market positioning and target customer orientation, and choose the media to advertise. We can't pursue coverage unilaterally, resulting in advertising waste.

The combination of hard advertising and soft advertising has achieved good results. Using media integration to realize small input and large output.

Sixth, the effect analysis

1, publicity, so that consumers have a strong sense of memory, resulting in good word-of-mouth publicity, improve visibility and reputation.

2. The store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers to the enterprise.

3. Through service competition, essay competition and cost-saving competition, employees' sense of belonging and centripetal force can be greatly enhanced and their work intention can be improved.

4. Increase turnover through sales promotion.

In the wave of market economy, the market is changing rapidly. If we can keep a reasonable direction and skillfully use the strategy of "Tian Ji Horse Racing" to deal with our competitors, Oriental duck king Restaurant will definitely play a self-serving role in Xuanhua catering industry.