白事可乐校园营削策划But Coca Cola marketing planning campusWord文档下载推荐.docx

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