ContentsChapter One Introduction (1)Chapter Two Abstract (1)Chapter Three Market analysis (2)Section 1 Analysis of the industry: (2)Section 2 Consumer analysis: (2)Section 3 The product analysis: (2)Section 4 The competitor analysis: (3)Section 5 SWOT analysis: (4)Chapter Four Advertising planning (5)Chapter Five Planning analysis (5)Chapter Six Summary (6)Chewing gum book promotion planningChapter One IntroductionWith the level of per capita consumption of our country continues to improve, the chewing gum as a daily fast moving consumer goods also had a higher growth rate. At present, xylitol chewing gum market demand is increasing, as Arrow this leading enterprises under the high-end brand of chewing gum, Yida has always been to fashion, healthy brand image, advanced chewing gum Market leadership. Since 1996 China market debut, Yida started to bring new consumption Everfount experience for domestic consumers. The extra constant innovation, chewing gum is no longer fresh breath, tools, and become to keep the mouth clean health habits. Yida in Chinese is sugar free concept, and launched the first sugar free chewing gum with xylitol. After our continuous innovation, chewing gum is not only refreshing tool, has become a new way to keep the mouth clean.In the increasingly fierce competition in today's society, in order to consolidate our position in the market, take a variety of means which benefits, development, Yida know modern advertising industry and influence far beyond people's imagination. Some good advertising, people will have a deep impression and strong desire to buy, and cultivate a number of potential consumers personalized creativity, is deep the people to like star spokesman and good product, is easy to let the product stand out in the same file in the ranks, and the new card to fashion so, the trend, which is also in line with the psychological needs of people pursuing new things. So the extra gum products to do a lot of advertising investment, and the role of advertising in a variety of promotional tools is particularly remarkable, in order to deep understand Yida advertising planning, I made the following analysis.Chapter Two AbstractThis paper mainly around the chewing gum advertisement, after the market situation and the current situation, the consumer of the gumchewing gum, industry, and competitors are simply analyzed and summarized, and the advertising planning is analyzed, the deep analysis of advertising planning of chewing gum in the aim, finally summarizes the benefits of advertising planning of the pros and cons.Chapter Three Market analysisSection 1 Analysis of the industry:In recent years, continuous functions of xylitol chewing gum sales market, total sales growth of 500% this year, each brand competition, have launched different series of products to open up the market, the rapid development of xylitol chewing gum market, at the same time the consumer consciousness change obviously, gradually from basic consumption to enjoy and healthy consumption.With the increasing people's standard of living, originally only leisure food gum, is from the taste to function and the function development, greatly to meet various consumer interests and the pursuit of fashion and personality changes. Especially to protect teeth, and promote the health of the xylitol sugar free chewing gum on the market more and more consumers. Xylitol is a natural sweetener and sugar, has a similar sweetness, and tooth decay bacteria binding does not produce acidic substances, and energy consumption of tooth decay bacteria own energy, reach mothproof protecting effect. Nowadays, international in scope, xylitol sugar free products have become the main direction of development of chewing gum.Section 2 Consumer analysis:Yida consumers mainly has the following characteristics of young people:1. consumption concept of open independent, the pursuit of individuality;2. like fashion, personality measures, willing to try new things;3. is not simply the pursuit of "oral cleaning, protecting the teeth", but in the empty boring when they think of chewing gum.Section 3 The product analysis:Yida is 1984 Arrow am company in American launched the first sugar free chewing gum, and become the first brand of global sugar freechewing gum in a short span of five years. In American, Yida has emerged as the biggest selling chewing gum products. In addition, Canada, New Zealand, Yi also marketing Germany and Australia market.Extra xylitol can fresh breath can prevent dental caries, taste classification is numerous, packaging grading is reasonable.Currently on the market marketing Chinese "extra" chewing gum products include: "extra" peppermint bar, "extra" lemon taste bar, "extra" blueberry bar, "extra white" lemon pear capsules, "extra white mint tablets", "extra" xylitol cool mint flavor capsules, "Yi" fresh strawberry flavored tablets, xylitol "extra" xylitol honeydew tablets, "extra" herbal essence of xylitol sugar free chewing tablets, and in 2007 March listed the "extra" fresh watermelon outfit.In the eyes of the young, "Yi" is not only a brand. It has become a synonym for "sweet love"; the advertisement dramatic, like chewing gum are generally fresh. But this is the term widely supported; extra sweet light taste, like the sweet love. Both romantic and deep."Dental Yida" xylitol sugar free chewing gum has been the world dental alliance in 1996 May (FDI) identity: "chew sugar free gum, such as Wrigley Company 'extra', can stimulate the secretion of saliva, and bacteria plaque acid, help prevent tooth decay."In addition, it is also the first by the Chinese Stomatological Association (CSA) detection evaluation of xylitol sugar free gum to help prevent dental caries: "extra sugar free chewing gum does not contain sucrose, after chewing can increase saliva flow, reduce the pH of saliva, help in the prevention of dental caries."Section 4 The competitor analysis:In recent years, as the market increasingly open, Yida received Lotte and Orion shocks in recent years.Lotte by Japanese technical support, headlined the xylitol content accounted for more than 50%, the production of high-quality new taste for the purpose, also actively promote clean mouth, dental protection effect. Is our biggest competitor. Orion is the flagship of the floral and fruity notes, relatively speaking, the market competitiveness of small.Section 5 SWOT analysis:Advantage:Food development trend in twenty-first Century is natural, nutrition, health care, health. People always put health in the first place, because it is by health, had it all. With the improvement of people's living standard, the increasingly high demand for food, such as nutritious food, health food, functional food, green food, has become a hot food consumption market. While the Yida has always been to fashion, healthy brand image, advanced chewing gum Market leadership.Celebrity endorsements. The recent Yida invited Lunmei Kwai and Eddie Peng as the star sour, sweet, bitter, hot series of ads spokesmen, and in advertising set Yida will always accompany you, deliver positive and lasting brand image, so that the extra attention greatly improve.Inferiority:Competition is more intense, such as Le Tian, Orion and other international brands, in Chinese and acme and other local brand competition.Opportunity:With the level of per capita consumption of our country continues to improve, as chewing gum products daily fast moving consumer goods also had a higher growth rate. During 2003-2008, China chewing gum market value of sales Compound annual growth rate in more than 12%, with xylitol chewing gum, functional gum, buccal tablets and other products in recent years has also exacerbated the industry change. The emergence of these products on the market situation, development direction, leading enterprises have a great effect: the traditional gum products are new products, market share has declined; as a leading enterprise Arrow are gradually being competitive and impact Lotte, companies such as Orion. At present, xylitol chewing gum market demand increases day by day, 2002 years ago, Arrow chewing gum market share of more than 90%. Since the xylitol chewing gum into the market, the pattern of changes. In 2002, the Lotte brand overseas sales of $53000000, growth of 20% in 2003, grew 50% 2004, grew 80% 2005, amounted to $170000000. The global field of view, Lotte market into theidentity of the person to become the first brand, this field Arrow, Orion and other traditional brand followed. By Le Tian trigger not only is a revolution, chewing gum market quickly, China's candy market blew up health wind. Then, the whole foods market started the raw materials and production technology of innovation.It can thus be seen chewing gum market is still very large, especially, in the face of economic development, people pay more and more attention to health chewing gum with xylitol as.Threat:Many domestic and foreign brands have settled in xylitol chewing gum market, "Lotte xylitol +2," Orion "xylitol 3+", Yake Yi tooth friendly xylitol...... In the market multiple brands, product variety, so that in the market competition of xylitol, is still quite intense. If one wrong move. Chapter Four Advertising planningChewing gum is mainly by the medium of television, broadcast on television advertising to the dissemination of product information, promotional products, to increase the visibility of the product, so that the audience understand the product that resulted in the purchase behavior.Chewing gum has introduced many advertising, in this paper the following television advertising: the station 07 years according to the affection of xylitol sugar free chewing gum and herbal extracts to launch and fire extinguisher piece; 08 years launched a supermarket small love, this advertisement let Yida advertisement: "ah, your star. No, your star." Win support among the people; 09 years, the extra extreme gum launched the neighborhood advertising; 10-11 years, Yida launched into sour, sweet, bitter, hot four micro film series, invited two celebrities in advertising in the interpretation of a different kind of love story. The accessibility of idea - love teeth, more care about you. Further to the interpretation and deepened impression.Chapter Five Planning analysisThe following selection of chewing gum advertisement has some typical advertising works of planning to do a brief analysis of the.1.The main function of the simple and plain station in the article"care" teeth "to highlight the product, more care about you" has two meanings, one layer is the enterprise to consumer concern, the other layer can be understood as we use product expressed concern for others.2. The supermarket by the family to love, to join the plot, after the audience a love story, highlight the "love teeth, more care about you" concept, a modest but not exaggerated, warm and not false, has been well received by the audience.3. Micro film series of advertisements tell column sour, sweet, bitter, hot four stories, characteristics of this form of advertising is a brand and product demand fusion in a good story, let the subject of a story to become the core concept of the brand. The entire advertising to express the theme, namely, whether in tasted the taste of love and life on the road teeth, concern for others, Yida always believe, should use the smile face the life of sour, sweet, bitter, hot.Form micro film series of breaking the traditional advertising time is short, brief introduction and other characteristics, the content and the commodity information Become, product information into the plot intension, strengthen advertising the narrative function, it is a vivid picture of the plot, into audience heart as a form of entertainment, more easily accepted and resonate the products produced, and identity in the influence character by environment.From the ad said, Yida advertising always use, caring for teeth, more care about you. The closer to consumers on advertising. The theme has been used in advertising in the sweet love and affection, but also to the rational appeals tilt. Because the consumer crowd is mainly young people, in advertising are fashion items and scenes, fashion advertising language. And is the choice of image and character in the advertising endorser, and the use of a very good background music micro advertising filled atmosphere.The successful experience of imidacloprid is: close to life, full of family love, give a person a kind of warm feeling very. In all the hearts of consumers to create a good brand image, and holds a consistent propaganda concept.Chapter Six SummaryThe status of the chewing gum market analysis, competition within the industry and international's situation, strengths and weaknesses of the chewing gum advertisement.The first merit on chewing gum advertisement brief summary:Chewing gum advertisement no increase in plot setting time, highlight the theme and concise, is caring for teeth, a few words concise, easy to understand, and do the propaganda product characteristics of the.Chewing gum advertisement not only highlights the characteristics of the product itself, but also to add the affection and love story to attract the audience's eye and pursuit and love. Use of the sun's image as spokesmen, plus four in a row on the plot, to increase the audience interested in advertising itself, causing the audience to follow the plot of curiosity, the audience will be watching the success of advertising, enjoy the love story in the audience at the same time, the publicity of their products. Not only eliminates the previous audience than see the advertising psychology, but also able to publicize the chewing gum product efficacy.Then the shortcomings of chewing gum advertisement:Chewing gum advertisement by the affection the beginning of the article, in love, in love and long-term limitations in the field of consumer groups, to reduce to the couple, but ignored the part of the crowd and the rest of the young people. Because of chewing gum leading position has been determined, although there is no substantial impact on sales, but advertising has obvious limitations.Chewing gum advertisement because the latter has the plot trap, so the gum itself shows is slightly inferior, but focus on Star protagonist, also make the audience too much attention to the plot and characters while ignoring the product itself.Finally, the very success of chewing gum advertisement on the whole, the lack of publicity and did not have a negative impact on the chewing gum to occupy the market, advertising in the plot design trade-offs properly, add to the story elements for advertising itself, make the audience accept and further help to buy the behavior, the success of the plan in a series of advertisements, made a great contribution to the ad propaganda for chewing gum sales.。
