Looking at the current status of the domestic beverage industry, carbonated beverages have entered the maturity period of the product, and the brand concentration is very high. Enterprises can achieve efficiency growth by expanding the distribution channels and market coverage; fruit juice drinks and tea beverages are still in the growth stage of product growth, and the market space is still very very good. big. At the same time, some emerging growth beverages such as plant protein beverages and sports functional beverages are also expected to become the economic growth point of the next beverage industry. At present, such beverages on the market have no main products, and consumer demand has also shown a significant growth trend. (1) Market analysis of consumer demand for beverage products is manifested in two aspects of their real properties and amplification attributes. The substantive attributes are the value that the product can provide to consumers, such as quenching thirst, etc. Psychological needs such as identity and aesthetics. The diversity of consumers today is not only reflected in taste, packaging, and price; but also in terms of health, fashion, environmental protection. The diversity of consumer tastes and the psychology of hunting, as well as lack of brand loyalty, provides market space for the development of new products. Various types of beverage types are different at the market, and market space and expansion strategies also show great differences. With the advancement of society and the continuous improvement of living standards, consumers have begun to pay more attention to the nutritional content of beverage products and whether they are natural and healthy, green environmental protection and fashion products. This also provides important inspiration for beverage companies in terms of product research and development, packaging design, marketing promotion, and advertising interests. (2) The increasingly cracking of the target positioning of the consumer market has made the market environment and the media environment complicated, while also providing opportunities for the marketing of target consumer groups for beverage companies. Emerging beverage consumer groups include new female groups, new generations (16-25 years old), children’s groups and new knowledge elites, and elderly groups. Different drinks have different beverage consumption needs. Taste, brand, price, packaging, promotion, and advertising style and other consumers are exposed to products and information. The highly segmented market provides unlimited space for the market expansion of beverage companies. It includes two levels, one is to develop beverage products in a targeted manner, and achieve the initiative of market competition in market segments. After comprehensive consideration, we position the product as a functional drink “New Drink A”, the target group is positioned in the new generation (16-25 years old) and the new knowledge elite group. In the new Internet era of explosion, it is energetic and easy to accept new things, while the new knowledge elite group generally work intensity and high pressure. As a functional drink “drink A”, it can fully supplement the human body’s daily consumption. It is a heavy consumer. (3) More and more products are sold in the form of self -service in the supermarket. Enterprises attract consumers’ attention and stimulate their desire to buy through unique packaging. Therefore, packaging and advertising promotions perform sales tasks. For the packaging styles and capacity designed for different groups, the logo is the red background with a white streamlined letter. It is enthusiastic and energetic. It strengthens consumer brand cognition, memory and association through unified colors. With a strong visual impact, the separation between the brand and the competitive brand enables the brand to stand out from a variety of shelf spaces. From striving for restricted shelf spaces to the psychological space of consumers with unlimited consumers, from sound -language sales to silent language concepts, it can be said that it is the two trends present in the modern social market competition. In line with the different characteristics of beverage consumption, for the price -sensitive customers, enterprises can launch different price beverage products in a timely manner to form a market separation to meet the daily beverage needs of consumers at different levels of consumers. The promotional strategy of “adding a capacity, the price unchanged” attracts price -sensitive consumers. The increasingly subdivided consumer groups provide target marketing opportunities for beverage companies. The competition of modern social enterprises is the “eye economy” that shows attention. Packaging undoubtedly occupy a very important position in attracting attention and promoting consumer purchase. (4) Channel selection products are usually divided into direct sales (direct channels, containing self -employed terminals), distribution (indirect channels) and mixed channels. As far as “New Drink A” is concerned, in addition to the group purchase business, self -control terminals (such as some restaurants terminals, hospitals and other special customers), channel selection should be controlled by indirect channels. Channel mode. Channel construction adheres to the principle of convenient and consumer consumer purchase and consumer satisfaction orientation in terms of channel construction; facilitates effective control and efficient operations, and maximizes the benefits of channel links. For product channels, it is recommended to use the inherent sales channels of dealers to pave the goods; for traditional channels, the wholesale market is dedicated to the market. Establish cooperative relationships with special sales channels such as bars and clubs in the sales area, and use promotion or other means to make “new drink A” directly enter the sales terminal and contact consumers face -to -face. (5) The price system price is an important factor affecting manufacturers, dealers, markets and consumers. Therefore, a reasonable and accurate price policy is to protect the interests of manufacturers, mobilize the enthusiasm of dealers, attract consumers, defeat competitors, ensure the market for the market The key to share. Regardless of the regional dealers, the “New Drink A” implements a single wholesale price policy to avoid channeling. In terms of discounts, the amount of cash buckle, monthly buckle, quarterly, and annual deductions can be adopted according to the number of single purchases, and the number of settlements of the cumulative period of time should be used to prevent the sticker from throwing goods. At the same time, the price of wholesalers are scientifically formulated to control dealers. Specific packaging stores and supermarkets formulate the “new drink A” convenient price based on gross profit margin; the traditional channels formulate prices based on the guidance price; other channels are priced at the open price. When formulating the price system, pay attention to designated a reasonable price system from long -term interest planning; strictly implement and supervise the price of the market links in the market: illegal persons cancel their dealer qualifications; do not blindly stuff the goods; In terms of business): The three chapters of the Law must be started to cancel the reward; the market expenses must not be affixed; The goal of doing so is to make every link in the entire channel make money. When incentives to the channel, not only must the dealers benefit the map, but also need to conduct various training and guidance of dealers, supervise their business personnel to implement the various policies set by the manufacturer, so that the dealers will truly become our strategic strategy. Partners make dealers work hard to enhance product brands and expand the impact of the market, and truly achieve the benefits of dealers and develop together. (6) Promotional policy “New Drink A” display, placed in a prominent place in restaurants, hotels, entertainment venues in accordance with specifications; on -site products should be neatly placed on the shelves, and the general installation and promotional installations are clear and clear. Create a fresh and natural style; the product is placed on the shelves and the label promotion name should be out of the shelf, and the impact of the visual formation line and surface of the consumer should be attracted to attract consumers. Terminal promotional materials such as cards and gift bags; promotions are listed or focusing on the most prominent and prominent positions. At the scene, we must create a unique sales atmosphere that can attract consumers. In the main location, there should be a clear brand logo of “New Drink A” to form a series of very strong identification impact; highlight the level of the brand’s level Feeling, highlight the personality and strength of “new drink A”; shopping guides, promoters must clearly understand the specific information of enterprises, products and promotions, and at the same time must have affinity and good image and quality; The specific promotional information such as clear promotion content, promotion date and other specific promotional information is fully displayed to consumers. Creative promotional activities can at the same time obtain a double harvest of brand image and sales performance. There are three ways of promotional activities: (1) Combination, that is, collecting “new” “drink” “product” “A” to replace the Internet; Specify the combination of promotion logo, add the corresponding amount to the purchase gift; (3) the computer lottery, that is, collect a certain promotion logo, which can be drawn at the designated computer on -site. Increase the enthusiasm of consumer participation through a series of high investment and creative promotional activities. (7) Advertising policy advertising support is planned and provided a unified advertising strategy by the company, and assists the dealers to implement the steps in accordance with the formulated publicity plan. Combined with the promotion goals and the results of the market, formulate a clear and complete promotion strategy to establish directions for the overall activities. The initial period of “New Drink A” advertising planning is mainly based on product listing and preliminary transmission of product function information. Following the copywriting and layout of attracting the attention of the audience, inspiring discussion, and even argument, the purpose is to achieve the rapid improvement of product awareness. After the event, the boom in the promotion period continues to extend through various publicity methods, generating continuous driving force. Including: the stir-frying of soft articles, the relatively concentrated Evening News opened columns, published an excellent story collected; consumer interviews have triggered one; Sports and music have special preferences. In the age of consumerism, “consumer idols” such as various film and television, singing and dancing, and sports stars have gradually replaced the “production heroes” in the previous “production society” and become the center of the daily interest of young groups. Its way. Hype, through entertainment programs, interior viewing boards, and TV media advertising names. Injecting promotional behavior into the brand of “New Drink A” injects long -term vitality. (8) Terminal management usually is mainly handed over to the dealers, but dealers generally only spread the product to the terminal without the concept of comprehensive management. At present, it is necessary to make the “new drink A” enter the terminal smoothly and increase sales. It is also necessary to enhance the “new drink A” market control and increase brand awareness. Terminal management is particularly important. The “New Drink A” series should not only place single products and promotion series in the terminal, but also take into account the appropriate brand and packaging on the right sales terminal. Personnel visits and admission negotiations in a timely manner, good customer situation, reasonable route management, complete customer information, and timely information feedback. Each retail point is standardized for the products, POP (posters, cards, seats, leaflets, gifts, etc.) of “new drink A”; shopping guide (promotion) personnel receive training and drills promoted by “New Drink A”.
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