矿泉水促销计划（Mineral water promotion program）.doc

矿泉水促销计划（Mineral water promotion program） 1. market background: (1) the competition of Ankang mineral water market is fierce Ankang mineral water market has many varieties and brands, and the investment in marketing is large and the profit is very thin. New varieties, new brands, mineral water market has been chopped, subdivided, carved consumer purse, crowding the mineral water market. (2) a wide range of brands At present, there are more than 1000 mineral water production enterprises throughout the country. In a healthy market, Kangshifu, Wahaha mineral water, mineral water, farmer spring, Lebaishi Kang, Wang Quan and other agricultural selenium mineral water 2. competitor status: The first army: robust, Wahaha, Master Kong, they are the leading brand; Second Army: Nongfushangquan, Cestbon, they are strong brands; the other is to drink water is a motley crew, weak brand. The share of the good is Kangshifu, Wahaha, robust, Nongfushangquan in Ankang City sales market place. Features: high brand awareness, strong corporate strength, advertising investment, which is robust to produce pure water and mineral water production, not only by the pure water of low cost money, and on long-term mineral water tree image. 3. consumer status: Consumers have formed the habit of buying drinking water. Regular buyers make up part of it, and occasional buyers make up part of it. Only a small number of people never buy it. Age structure was significantly lighter. Consumer behavior characteristics: re brand, heavy taste, the concept of mineral water, pure water is fuzzy, but some consumers have realized that long drinking pure water is not good, began to pay attention to the selection of high-quality mineral water. 4. market potential: Ankang City, the existing population of about 320 thousand people, coupled with the floating population of about 400 thousand people, people who often buy water drinks in the summer to buy more than 1 bottles per day, sales of about 3 - 400 million yuan.