In the traditional liquor industry, to tap and seize the market of young people aged 25-30, it is necessary to plan a marketing plan according to the market characteristics.

Second, the analysis of liquor marketing environment 20 13

Analysis and prospect of liquor market in 1 and 20 13 years.

High-end liquor was suppressed, and the liquor market as a whole was depressed.

As a representative of low-end liquor for mass consumption, the sales volume of Niulanshan Erguotou rose against the market.

Therefore, ginger presents a pyramid structure according to the consumption chain of liquor. Maotai and Wuliangye at the top of the pyramid have high unit prices, but their consumers are limited. The bottom liquor has a large number of consumers. Low-end liquor priced at 10 -20 was not affected.

Therefore, we mainly focus on the market of young people aged 25-30, producing and marketing products suitable for this group.

2. Analysis of the impact of liquor market on the environment

In terms of price, Jiang is different from high-end brands such as Wuliangye.

In terms of crowd, Jiang focuses on the high-end crowd of non-high-end brands such as Wuliangye and people with different age groups from Niulanshan, and the consumption level is not very high.

More importantly, Jiang pays attention to psychological marketing with a young concept different from traditional liquor marketing.

Third, the analysis of opportunities and problems in Jiang market

1, market opportunity

Brand-new marketing concept

The product price is relatively low.

A wide range of users

Young users, suitable for internet marketing.

Step 2: Problems

Mainly because Jiang's popularity is relatively low.

Fourth, marketing strategy.

1, product strategy:

Through the analysis of the opportunities and problems in the early product market, this paper puts forward reasonable product strategy suggestions, forms an effective 4p combination and achieves the best results.

1) product positioning.

Selling wine to young people, advocating a simple and pure attitude towards life in the face of new youth groups. Bottle copy exploded the whole marketing field, capturing and firmly grasping the hearts of young people after 80 s and 90 s.

2) Product quality function scheme.

Jiang produced special sorghum liquor, and at the same time, in order to be more valuable in small scenes, he introduced two-pack packaging such as 100 ml 2. Jiang relied on Chongqing's regional advantages to position the category as light-flavor (Xiaoqu) leisure small-package sorghum liquor.

3) Product brand.

Different from ordinary liquor enterprises, but similar to beverage enterprises, ginger has its own specific image: slightly longer black hair, more Korean hairstyle, black-rimmed glasses, and the popular face of standard comics. Dressed in a white T-shirt with a gray scarf, the coat is a long black trench coat in British style, and the lower body is equipped with dark gray jeans and brown casual shoes. If you want to imagine a real person, it is probably played by Sun in Men's Gang. This is also the origin of calling ginger a brand. The name "Xiao Bai" in film and television dramas is always easy to remember because of its simplicity. Pushing on the brand name seems to be equally applicable.

4) product packaging.

Jiang's products don't have luxurious packaging, because in a small scene, users just buy your wine and have no obligation to pay for your tall packaging. Therefore, Jiang's product packaging mainly relies on Jiang's character image and fragmented copy design to impress and serve Jiang's users.

5) Products and services.

Online: Jiang's marketing in Weibo presents several distinctive features. First of all, I am good at copywriting, linking interesting topics with ginger products. For example, using the PS picture of "All Animals" widely circulated in Weibo and the plant vs. zombie in "You from the Stars" by lawyer Zhang PK, Jiang's quotation was implanted: two pairs of chopsticks and two bottles of wine, two pairs are better friends.

Completely personify the operation of Weibo. Speak out on all hot events and show your attitude. From the Diaoyu Islands dispute to the boycott of Japanese goods to the terrorist attacks in Kunming, we are all reminded to stay away from terrorists. Jiang's attitude can be seen in almost every hot event.

Offline: Take Weibo Interactive as an online tool, organize offline activities, interact with online activities, and enhance the stickiness of fans. For example, "Looking for the River" requires fans to take pictures of the rivers they encounter in their lives and post them back online. Ginger found by fans appears on menus, restaurants, bottles of wine and subway advertisements. For example, a wine date organized by 20 13.

Besides Weibo, WeChat has also become one of Jiang's marketing channels. Compared with Weibo, WeChat is more private.

3. Price strategy.

Give up luxury packaging, use glass frosted bottles and sell bare bottles. There is only one Xiaoquxiang product, which is divided into three specifications: 100 ml, 125 ml and 300 ml. According to the sales volume, the gross profit is about 30% (the gross profit of alcohol mostly exceeds 50%).

4. Sales channels.

Ginger sales not only deal with dealers, but also directly deal with restaurants to maintain relationships.

5. advertising.

Apart from the subway, Jiang hardly advertises in other traditional industries. Mainly engaged in social media marketing strategies, such as WeChat and Weibo marketing, belonging to new media. At the same time, create a super self-media advertisement for Jiang Ping, and then cooperate with the same cultural entertainment circle according to Jiang's own IP to create a young brand of Jiang.

Third, Jiang's understanding of marketing cases:

For ginger, it is not easy to cut through the thorns in the red sea of liquor and break the waves into the blue ocean of young people's liquor.

Firstly, two distinct conflicts in liquor market at that time were analyzed: first, the high price of high-end brands such as Wuliangye.

The contradiction between power grid and the low consumption level of most parts; Secondly, according to the cognition of traditional liquor industry, spicy and easily drunk liquor is in conflict with young people's pursuit of good drink and fun.

It is precisely because of these conflicts that Jiang has seized the low-level consumer groups in the competition with high-end brands such as Wuliangye. It is in the price competition of Niulanshan in Erguotou that young consumers are caught. This is also the blue ocean market that Jiang team analyzed when analyzing the red sea market of liquor.

The above is a personal analysis from the market, and the following is a personal statement from the brand.

First, for Jiang, his first name is really common in our life. For example, a certain skin is very white or black, and we often call it Ta "Xiaobai", so Xiaobai in life is also quite appropriate. For young people, it is easier for them to accept such an interesting and appropriate brand name as Xiaobai. At the same time, more importantly, Jiang personified liquor, which was more easily accepted by post-80s, post-90s, especially post-90s.

Secondly, for the image of Jiang, the specific characters of Jiang are slightly longer black hair, more Korean hairstyle, black-rimmed glasses and the popular face of standard comics. Dressed in a white T-shirt with a gray scarf, the coat is a long black trench coat in British style, and the lower body is equipped with dark gray jeans and brown casual shoes. Such an image can be said to be attractive to young consumers, which is also a common image of many people in their daily lives.

For the size of the bottle, the ordinary bottle is basically as big as the palm of a young adult male, and the bottle is a little frosted. When users drink, it is not easy to fall off compared with traditional wine bottles, which is very intimate.

To sum up, in the process of promotion, Jiang constantly optimizes products to give users a better experience, especially the fun and simple requirements pursued by the post-80 s and post-90 s are very consistent, and the target users are deeply grasped.

In the process of user experience, Jiang not only polished products from the perspective of products, but also constantly improved the user experience from the perspective of product extension in the process of online and offline joint interaction.

For example, in Weibo's gameplay, Jiang makes psychological connection with users through the arrangement and self-control of online fragmented copy, and then interacts with offline "Let's make an appointment" to enhance the user experience. More importantly, offline cooperation with different life service providers can realize life application scenarios and let the user experience show incisively and vividly.

The above is also about the community construction of Jiang. Using Weibo and WeChat platforms, we can attract and convene the post-80 s and post-90 s target users, attract traffic, and build a user sedimentation tank. Then choose better seed users through different operation methods. According to the social attribute needs of user groups, different offline activities are held and applied to different life application scenarios. For example, the "Winter Fair" held to realize the extensive participation of users embodies Jiang's own brand with temperature and emotion, and brings users a more temperature, style and emotional user experience.

To sum up in one sentence: Jiang's inherent product value and offline interaction can reach the emotional link of users through online communication.

To sum up the above, you can use three sentences:

1, to create a brand strategy that is in line with product positioning.

2. Emotional maintenance with users through online and offline interaction.

3. The idea of1%is executed with 100%.