白事可乐校园营削策划But Coca Cola marketing planning campusWord文档下载推荐.docx
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白事可乐校园营削策划But Coca Cola marketing planning campusWord文档下载推荐.docx
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Two,competitionprocess:
5
Three,activitiesplanningprogramnote7
3.1.Matchtime:
7
3.2venue8
3.3modeofcompetition8
3.4registrationmethods8
3.5rulesofthegame:
9
Four,activitiespublicity:
(schoolpublicity)10
4.1media:
10
4.2publicityeffectanalysis:
11
Five,personnel,materials,budget12
5.1studentstaffarrangement:
12
5.2budgettable13
5.3listofactivematerials14
Six.Openingstageperformanceprogramarrangement(Appendix)15
planningdemonstration
?
1.1,PepsiCo'
sneeds
Pepsi'
sbiggestrivalisCoca-Cola,tooccupymoremarketshare,Pepsipaymoreattentiontotheconsumersegmentationisyoungpeopleofthisgroup,"
young,personality,passionfortheappeal.Aroundthiscore,Pepsilaunchedthe"
seven"
drink,"
spokesman"
sevenisapersonality,passionatecartooncharacters.
Collegestudents,asoneofthemostrepresentativeyounggroups,haveattractedmuchattentionfrompepsico.However,sincethePepsiinsidetheuniversityactivitiesarelackofnewideas,usuallyjustassports,basketball,andartshoworothercompetitionsponsors,duetotheactivitiesoftheplanningthemeisinitself,soPepsicanonlyplayasupportingrole,plussuchactivitytimeisshort,sotheadvertisingeffectlittle!
Inaword,themaindemandofPepsiCohasbeenveryobvious:
(1)takingPepsiCoanditsproductsastheleadingrole,makinganinfluentialactivity,publicizingthecompanyandtheproductsinanall-roundway;
(2)thenumberofactivitiesaffectedmany,publicityeffectisgood;
(3)longcampaigntime,constantlystrengthenpublicity,deepenconsumermemoryoftheproduct,improveconsumerrecognitionandloyaltytotheproduct;
(4)minimizingexpenditureandincreasinginputoutputvalue;
(5)improvethecompany'
sreputation,reputation,andestablishagoodcorporateimage;
1.2.TheneedsofCollegeStudents
Inrecentyears,withthecontinuousexpansionoftheUniversity,moreandmoregraduates,employmentsituationisbecomingmoreandmoreserious.Thesurveyfoundthattherecruitmentofmorethan90%jobswith"
workexperience"
requirements;
however,inthecurrenteducationalsystem,schooleducationandpracticeseriouslyoutofline,causingthecollegestudentsgenerallylackofpracticalexperienceandworkexperience"
hasbecomeacollegestudentjobweakness!
Manystudentsinordertomakeupforhislackofworkexperience,todopart-timework,however,collegestudentspart-timejobisthemainmember,tutor,salesman,waiter,etiquette,typeofworkwith"
physicalactivity"
"
lackoftechnicalcontent,itisdifficulttofindinthegraduationtheworkcausedbytheemployer'
sapproval.
Atpresent,the"
marketingplan"
isanoccupationdemand,differentfromthegeneralmarketingandpromotion,itneedstobe"
planning"
:
marketsurvey,marketanalysis,marketingplan,feasibleimplementation,assessmentandotheractivities.Inordertomeetthemarketdemandforthisprofession,manycollegesanduniversitieshavesetup"
marketingplanning"
relatedprofessional.
Tosumup,themainneedsofstudentscanbesummarizedasfollows:
(a)participatein"
competition,increasetheabilitytoexercisetheirownmarketingplanning,andaccumulatepracticalexperience;
(b)forthewinnerscanbegivenacertainreward,suchastheawardcertificate,inthefuturetofindajobwhenyoucangetachip;
(c)byparticipatinginthecompetition,getachancetopracticeintheenterprise,increaseworkexperience,
Layagoodfoundationforfindingjobsinthefuture.Eventhroughthegame,gettheopportunitytoworkdirectlytotheenterpriseaftergraduation.
1.3,bridge:
schemeplanninganddockinganalysis
1.31,activitiesbriefintroduction:
Studentswith5people,ateamofapplicantstoparticipateinthemarketingcompetition;
competitionisdividedintopreliminaries,semi-finalsandfinals;
thefirstround,eachteamtodoamarketingplanbook,thejudgesselected15bestteam,thenmakeamarketingtraining,enterthesemi-finals,semi-finals;
the15teamwiththeorganizersofthepublicity,accordingtopreliminaryformulatemarketingplan(canbemodifiedaccordingtoactualoperationsituation)beganmarketingcompetition,tosellasmuchcolascoringstandardscreeningtop5teamintothefinals;
inthefinals,5teamsontheirmarketingprogramsthereply,thefinalscore=60%+40%finalssemi-finals;
certificatesandawardstoallteams,thetopthreeplusmoneyreward,outstandingcontestantstoPepsiCoInc.Aftergraduation,enterthepostdirectly.
Pepsi?
Demand1,PepsiCoanditsproductsastheprotagonist,doamoreinfluentialactivities,acomprehensivepublicitycompaniesandproducts;
Docking:
theplanningofthewholeactivityisbasedonPepsiCoandproducts,focusingonthesalesofcola,andtheperformanceofcompetitorsisdirectlylinkedtosales.
Demand2,activitiesaffectthenumberofpeople,publicityeffectisgood;
variousmedia,publicitycoverageofmorethan80%,singleFujianAgricultureAndForestryUniversitywillaffectmorethan25000people.
Demand3,longactivitytime,continuetostrengthenpublicity,deepenconsumermemoryofproducts,improveconsumerrecognitionandloyaltytotheproduct;
Dockingactivitiesaredividedintopreliminaries,semi-finalsandfinals,lastedmorethanamonth,thelargescaleisrareinvariouscompetitionsinsidetheuniversity.
Demand4,minimizethecostofactivities,increaseinputandoutputvalue;
thereare15teamsintheactivity,75peoplesellPepsiColaontheSixDayweekend,whichcanbringalotofsales,andgetsomeprofit.
Demand5,improvethecompany'
sreputation,reputation,establishagoodcorporateimage;
partoftheproceedsfromthesaleoffundstosupportpoorstudents.
Studentside?
Demand1,participatein"
aspectsofthecompetition,toincreasetheirabilitytoexercisemarketingplanning,andaccumulatepracticalexperience;
theactivitiesoftheparticipantsforthewholeschoolstudents,toprovideyouwithafairopportunitytocompete,allcontestantscanlearnalotofmarketingplanningknowledge,accumulaterichmarketingexperience.
Demand2,forthewinnercangivesomeawards,suchascertificatesorcertificates,inthefuturetofindajobwhenyoucanhavemorechips;
awardedthechampion,runnerupandsecondrunnerupawardsandbonusestothefinalthreeteammembers,fourth,fifthawarded"
outstandingaward"
andthreeboxesofcoke,theother10teamisawardedacertificateofparticipationandaboxofcola.
Demand3,byparticipatingincompetition,getachancetopracticeintheenterprise,increaseworkexperience,layagoodfoundationforthefuturejobsearch.Eventhroughthegame,gettheopportunitytoworkdirectlytotheenterpriseaftergraduation.
PepsiCoscreenedcontestants,goodperformanceplayerscangotothecompanypart-time,aftergraduationcangodirectlytothecompanywork.
Two.Competitionprocess:
Three,activitiesplanningprogramremarks
3.1?
Thetimingofthematch:
OnApril22-28registrationbeforeMay5th;
submit2copiesofthebookmarketingplan;
May9thtotrainNo.12finaliststeam;
activitiesofficiallyopened;
12days,13days,19days,20days,26days,27daysforthemarketingtime;
thenightof27MayheldtheclosingceremonyoftheJune3rdfinals.
3.2placeofcompetition
MingTaksquare,schoolmulti-functionhall,campus
3.3entries
Themarketingteamcontestentries,5peopleonateam,theirownteam,isthebestcombinationofmaleandfemale,crossgradeandinterprofessionalscheduleneedstoadapttoourtime,absentthewaiver.
3.4registrationmethods
IntheUniversityofagricultureandforestryinSouthandNorth,respectivelysetupChangRongapartmentsiteregistration;
throughthemonitororcollegeenrollment,enrollmenteachteammustfillintheregistrationform,includingmembersofthepersonalinformation,contactinformation,expectedsalesetc..
BeforeMay5th,whenthecompetitionofthesemi-finals"
marketingcompetition"
washeld,whatkindofsalesstrategywouldbeadoptedbyyourteamtocomplywiththecompetitionrulestoachievethebestsalesvolume?
"
2copiesoftheprogram,asthefirstchoiceof15teamsandfinaldefensereference.Thecompanyprovidesdetailedinformationtothecompetitors,andtheyhaveadirectionintheirmarketingprogram.
teamnumberisexpectedtohaveateamof30-50enrolled,afterthepreliminaryeliminationoftheremaining15teams,eachteamselectedacaptain,thenumberofentriesfor75people.
Teamidentitycredentials:
eachteamgivesoutteamcards,whichwritethetitleoftheirteam,theirnames,contacts,andsoon.
Teamdress:
uniformwearPepsiColalogoclothing,makeitbecomeauniquecampuslandscape,toplayagreaterpublicityeffect!
Coordinationsupervision:
Bytheorganizerssent15inspectorstocoordinatethesupervisionoftheteam,toprepareforemergencyandpreventcheating,eachteammustregisterthegoodssaleschannels,supervisorforeachteam'
smatchestothetimelyregistration(especiallyunexpectedevents).
Judge:
marketingprofessionals,PepsiCoIncm
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