(1) Preface:

Chocolate seems to have long been the first choice for people to convey their feelings and enjoy beautiful moments. However, when entering the shopping mall, consumers are faced with a dazzling array of brands, but it is difficult to choose. Consumers care about more than just a box of candy. What matters is the quality of the product. How does it taste? How does it taste? They demand that the whole box of chocolates can bring extraordinary feelings. Facing the increasingly mature consumers, the company not only goes all out to develop high-quality Dove milk chocolate, but also strives for innovation and change every year. I hope to give people a wonderful chocolate experience at home.

(2) Market analysis

1: Market background (marketability, business opportunities, market growth)

(1) The survey results show that the brand concentration in Liuzhou chocolate market is extremely high. Consumers mainly eat chocolate of Dove and Cadbury brands, accounting for 60% respectively. 2% and 28. 8%, the total consumption ratio reached nearly 90%, this phenomenon has never appeared in other food markets.

2。 product analysis

1。 Use: as a gift. Gift. Eat by yourself

2。 Naming: Decide the name of Sinochem. Have a sense of intimacy.

3。 Packaging: European and American style design. Very delicate

4。 Taste: sweet and delicious.

5。 Price: Retail price: 40 to 200 yuan.

7. Development period and growth period

25% book of commodity cost 12% book of commodity cost 25% 13. 5%

Advertising 45% net profit 10% advertising 30% net profit 23. 5%

Interest 8%, interest 8%

8。 Product advantages:

1。 Delicious, delicious, good advertising;

2。 Good taste;

3。 Chocolate tastes pure;

4。 Not too sweet, it tastes good;

5。 Habitual purchase;

6。 Instant entrance;

7。 Good taste and smoothness;

8。 More refined;

9。 Contains a lot of heat;

10。 Not greasy.

9。 Product disadvantages:

1。 High price;

2。 Too sweet;

3。 Angry;

4。 Less varieties and less patterns;

5。 Not easy to preserve;

6。 Bulky and inconvenient;

7。 Small amount;

8。 It tastes greasy.

(3) competitor analysis:

Cadbury, Di Chin and other products entered the market earlier. It has a certain weight in the hearts of consumers. In China, the new year's market (Mid-Autumn Festival/Christmas/Spring Festival/Valentine's Day) contributes the most to the sales of chocolate products, and the products in this market are mainly gifts/gift boxes. It can be said that in China, Di Chin's chocolate sales are not the largest, but China's gift chocolate sales are definitely the largest in Di Chin. However, the brand appeal of "gift giving" has not been deeply rooted in people's hearts until the last two years. Now not only health products can be given away, but even condiments can be given away as gifts. It is with the advantage of one step ahead that Di Chin quickly came from behind. Last year, Di Chin finally surpassed Cadbury, ranking second in the industry, second only to Dove.

(D): advertising strategy

1。 Advertising target (the target of enterprise advertising activities)

Improve consumers' interest in buying. The purpose of this long-distance running advertisement is to let consumers have a clear understanding of the characteristics of the product after watching or listening to the advertisement. Arouse the purchase desire of economic law. This advertisement mainly introduces the taste of the brand.

2。 Advertising objectives:

16-45 years old, couples or couples of this age are full of energy. Pay more attention to romance when in love. Middle-aged men and women over 45. Susceptible to diabetes. Or hypertension and other syndromes. A woman who is not easy to be young 16-28. As the main market. Women love chocolate, which can be said to be one of the most delicious foods. Although women are miserable in the choice of body shape and food, from the reality, women's preference for chocolate is still very obvious. Among the above brands, this shows that women, especially young women, have an obvious tendency to buy chocolate. In contrast, age has a slightly greater influence on buyers than gender.

3。 Advertising area: covering the whole country

4。 Advertising creativity:

(1) advertising theme. Feel the lingering fragrance.

A young couple. They are on good terms. Inadvertently. They took part in the kissing contest scheduled for this afternoon. The girl dressed up early at home. With her favorite Dove chocolate in her mouth. Soon. The boy came to take the girl to the playing field. Under the voice command of the organizer. Every player present kissed his girlfriend enthusiastically. The boy kissed the girl on the lips. That's great. They always do. Finally. They won the game. The host asked him. How do you feel? He just said. German cream chocolate. It is really delicious.

(2) The theme of the advertisement will make your dream come true.

There is a girl. I like chocolate very much. Yogi bear likes pigeons. She eats a small piece every day. Gradually. Eating chocolate has become her habit. She dreams of having a chocolate-like relationship. Before eating. Always looking at chocolate. That's settled. Look at that. Smile and say: If only my prince were you. Just then. The chocolate in front of me really turned into a handsome guy. Finally. They are in love. Watch the sunrise together every day. Watch the sunset. "Have a sweet life"

5。 Advertising implementation stage: 2003, 65438+February 2004. May

(5) advertising media strategy:

(1) Main Media-TV Auxiliary Media-Print Advertisement

(6) advertising effect prediction.

New listing 20000 20%

The first sale is 30% of 30000.

Gap digestion period 10000 3. 6%

The second sale is 50000 25. 1%

Total: 100000 100. 0%

Chocolate advertising plan book

1) Foreword China's accession to the WTO has led to the continuous development of the economy, the improvement of consumers' living standards and the strengthening of consumption concepts. China candy market occupies an important position in China food market. Chocolate market is a new force in China candy market, occupying an important market position. In 2000, the monthly output of chocolate in China exceeded 654.38+10,000 tons, but the actual output was less than 60,000 tons, and the per capita annual consumption capacity was less than 5 tons, which was not as good as that of western countries. The chocolate market in China is blank. We must seize this market first. 2) Market analysis 1. Sales analysis 1999 monitoring the chocolate sales in retail stores. 580,000 yuan, accounting for 2.5% of the sales of 30 commodities. 69% accounts for 0. 94%, ranking 15 among 30 commodities, two places higher than 1998. The proportion of sales to the total sales of 30 commodities increased by 0.5% in 1998. 16%, but its proportion in total retail sales increased by 0 compared with 1998. 13%。 2。 The total number of chocolate brands in the monitoring range of chocolate brand analysis is 109, which is less than 1998 12. 8%, the average sales volume of a single brand is 58. 80,000 yuan, with 12 brands above average, accounting for 1 1. 0 1%, there are 97 brands below the average level, accounting for 88. 99%。 There are 15 brands in the top 500 brands, the same as 1998. Among them, Jianda entered the top 500 leading brands. The leading brands in the top 500 companies account for 13 of the total chocolate brands. 7%, accounting for two of the top 500 brands. 76%, lower than the average value of each variety by 0. 57%。 Among the top 500 brands, Dove ranks higher, Golden Monkey ranks highest, and Lellek ranks highest. Market Background Domestic brands are rare in Shanghai market. However, the quality of domestic chocolate is not satisfactory, and only 5% people think that domestic chocolate is delicious. Even though the price of domestic chocolate is much lower than that of foreign brands, it is still squeezed to the lower level of the market. Among domestic chocolates, only Shenfeng and Liangfeng, which are produced in Shanghai, perform well, but only 7% and 1% people think they are the best brands respectively. Product analysis 1. Class A. Dark chocolate with milk content less than 12%. B. Handmade milk chocolate, 10% cocoa pulp and at least 12% milk. C. White chocolate, chocolate without cocoa powder. Sandwich chocolate, chocolate containing all kinds of juice and hand milk. 2. Named after easy-to-remember words, the packaging adopts the design color selected by China, with red as the main color and white as the lining flavor, which not only maintains the exquisite and elegant style of European chocolate, but also absorbs the rich milk flavor of British chocolate and the non-greasy style of American chocolate, and integrates the delicate, soft, fresh and smooth characteristics that China people like. Capacity 100g, block price 1. Retail price 12. 8 yuan II. Retail purchase price 10 yuan 3. The buying price of medium plate is 8 yuan 4. Ex-factory price 3 yuan 3) competitor analysis 1999 The top ten chocolate brands are Dove, Cadbury, Kym, Di Chin, M8M, Kamikaze, Kit Kat, Hershey, Dachang Children and Nestle. The top ten brands of chocolate have not changed much, and the new brand on the list is Nestle. 1999 ranking 10. Lellek was dropped from 10 of 1998 to 13. 1999 Among the top ten brands, there are three brands that have risen in ranking, among which Nestle has the largest increase; 5 in the same rank, 2 in the same rank, with a decrease of 1. The ranking change index of chocolate among the top 500 brands is 55. 67%。 4) The advertising goal is to improve product awareness and enter the China market, and join the top 500 leading brands. 5) Advertising target 1. 10 ~ 15 years old, characteristics; Consumer behavior is regular, habitual and even dependent, psychologically inclined to keep up with the joneses, and ideologically devoid of patterns and concepts. 2。 Because of the arrival of Valentine's Day, young men and women who are in love or want to fall in love will be the main groups to buy. 6) The advertising area first enters the markets of Guangxi and Guangdong provinces; 7) The advertising idea is 1. Adventure The second tourist is traveling around the world in a hot air balloon. They were taking out the last box of refreshing chocolates and trying to share them, but with a slight shake, the whole box of chocolates fell into the forest below. In the forest, there is a cannibal surrounded by some dangerous people. He was surprised to find that a box of things had fallen. He opened it, and the smell of chocolate floated around, which aroused the interest of others. He immediately looked around the box and wanted to know what it was. They decided that everyone should try it, and they chattered. The adventurers recovered from their surprise and ran away as soon as possible. Cannibals didn't find out, but they continued to discuss. Finally, they decided to wait until they finished watching the sky, hoping to drop another strange box. As the days passed, they were still waiting for a miracle. Advertising language: delicious, unforgettable, refreshing chocolate 2. On a desert island, a man who was forced to come here and Cang Sang sat on the beach with an impatient expression on his face for a long time. He didn't see a boat passing by, so he could eat on the island. At this moment of hunger, he hopes to come to him. A box floated in the distance, and he was full of energy at once. He took it from the sea to the shore and opened it. It turned out to be a box of refreshing chocolates. "Bitter life, but your refreshing chocolate is not." 8) Advertising implementation stage: 2004 65438+1October 65438+1October124;

Thank you. And happy,