2015 Annual Integrated Marketing Communication Plan Of "Shuang Gou 1955"

"Shuang Gou 1955" annual integrated marketing communication plan is based on the new product of Shuang’gou.The light luxury positioning wine was lunched in April,2015. In contrast to the enterprise’s plan, I paid more attention to the database in this case. It’s an innovation to introduce database marketing into the liquor industry.The annual marketing theme of Shuang’gou 1955 is "the first party, the best wine". This case, of course, is also surrounded by the theme of planning. In the process of planning, we put more emphasis on the long history of the wine. It has been 60 years since they got the best wine prize.This plan highlight the brand consistent trait promotion, through the collation and analysis of the database, selecting target market, several marketing activities and using social networking applications. The online and offline events, outdoor advertising and other forms also make contributions to deliver a consistent quality to consumers.The executed activities have got good effect. There were 16 activities in this plan, including online and offline activities. Some of the activities have been properly implemented. Some have not been lunched. I have a summary and reflection at the end.