Marketing Plan (I)

I. Project Background

China (Hangzhou) XXX Group Company is a large enterprise group with the characteristics of modern enterprises, which is famous at home and abroad for producing and operating modern Chinese patent medicines and health products.

However, due to the aging product structure and the single marketing method, the overall product sales of Dengfeng Company are in danger of decline. In order to fundamentally change this unfavorable situation, after careful pre-market investigation, it was decided to take advantage of the development of new Dendrobium candidum granules and introduce the external brain to plan and promote the new Dendrobium candidum products into the market.

Second, planning objectives

I hope that through the introduction of the marketing planning of this case, China's Dengfeng health care products will promote the market sales of other products of the company through the successful marketing of the new Dendrobium candidum granules, and thus strengthen the overall terminal sales team and brand image of the company, and focus the target expectations on:

1. The initial main market is Hangzhou, the provincial capital, and then it will penetrate into other areas in the province or outside the province after the Hangzhou market is stable.

2. After 8 months of effective market planning and promotion, the sales revenue of new iron sheet reached 15 million.

3. Strengthen the existing terminal sales team through effective market planning and promotion for 8 months.

4. Enhance the brand image and brand trust of a certain Dengfeng through effective market planning and promotion for 8 months.

5. Strive for 8 months of effective market planning and promotion, and establish the market position and reputation through the company.

6. After the successful promotion of tin products, package and integrate other brands of the company.

Third, the planning strategy

In half a month, the existing 18 terminals in Dengfeng were carefully investigated;

In a month's time, I made a random interview with hundreds of consumers in Dengfeng.

Conduct in-depth product knowledge and market trends interviews and surveys with experts in iron sheet development;

conduct in-depth interviews and questionnaire surveys on the ideological trends of all employees of a certain Dengfeng company;

interview and investigate the existing dealer network of Dengfeng Company;

conduct all-round and detailed research on the biggest competitor in the product market "Vertical Drilling";

follow up and investigate other competitors who have entered the market, such as "Minkang" and "Tongjun";

conduct market search research on potential competitors who are about to enter the market.

after a lot of detailed research, some market backgrounds of this case gradually became clear.

IV. Analysis of market environment

Looking at the market of iron-clad maple bucket products in Hangzhou, there are obviously the following characteristics:

There are few product varieties and brands;

the product market is not subdivided because it is not saturated;

there is no clear product positioning for iron products;

The series products of the pioneer "Vertical Diamond" brand iron maple bucket crystal stand out;

a few follow-up brands are forced to be on the defensive because of the strong competitive advantage of "vertical drilling";

over the years, most of the sales of iron maple bucket products have been produced in the gift market;

Tiepi Fengdou products have a strong sense of consumption, but they are limited to high-end consumers because of their high prices;

there is a certain degree of trust crisis in consumers' minds.

V. Analysis of industrial environment

Due to the high requirements of natural Dendrobium candidum for growth environment, Dendrobium candidum has been affected by supply and demand for many years, and its price is high. However, Zhejiang Emperor Pharmaceutical's vertical diamond Dendrobium candidum Fengdoujing took the lead in establishing the Dendrobium candidum cultivation base and took it as the commanding height to attack the followers.

even so, the huge market space of Tiepi Fengdou still attracts many brands to go on and on for a piece of the action.

according to some reliable market information, the market of iron maple bucket products is coming.

on site: some enterprises that have already produced iron-clad maple crystal, such as Zhejiang Minkang, Tongjunge Pharmaceutical Factory, Moriyama, Lei Yunshang, etc., are planning to make greater market moves.

Off-site: More powerful enterprises and brands are eyeing this hot market, and are ready to invest money and manpower to produce iron sheets to compete for market share.

It can be predicted that in the near future, the product market of Tin Fengdou will be full of smoke due to the re-division of market share!

VI. Analysis of brand status quo

As a brand with decades of history, Dengfeng brand has the following advantages and problems:

Brand advantages

(1) The brand has a long history and a good brand awareness in the province;

(2) parent brand has a strong brand strength and brand influence;

(3) It has a mature dealer network system;

(4) Good cooperation with more than 18 supermarkets and medical terminals;

(5) There is a marketing promotion team active in the front line of the terminal all the year round.

brand problems

(1) Dengfeng brand has a certain brand aging phenomenon;

(2) Dengfeng series products have never been integrated in product image;

(3) The market image of Dendrobium candidum crystal products in Dengfeng has not been clear;

(4) How to mold the unique product personality of Dendrobium candidum crystal;

(5) How to face the market attack of the product market leader;

(6) How to complete the market segmentation of the product market in advance;

(7) whether the marketing team of the enterprise can fight the terminal battle well after the integration;

(8) There is no sales director in the direct selling market, and the execution of marketing measures is weak;

(9) How to use the advantages of parent brand to make Dendrobium candidum Dengfeng gain market recognition quickly.

VII. Positioning measures

(1) Aiming at the conventional consumer market, the product is positioned as "diamond tonic";

(2) aiming at the gift market, it is positioned as "distinguished gift";

(3) The main slogan is "I rely on it to do things".

3. formulate corresponding price strategies for market leaders to focus on the key points of the market. Prices are divided into three categories: gift, ordinary and regular.

4. adopt the packaging strategy of "high-grade packaging" and adopt new materials in the production to strengthen the product image.

5. Make preparations for the development of product series and integrate the overall product image of Dengfeng brand in a timely manner.

6. Develop outdoor advertising promotion strategies for all terminals.

7. Develop the promotion of large-scale terminals to promote the promotion interaction of brand products.

8. Make plans for large-scale public relations promotion activities in the downtown square.

9. Develop unique special sales for some special people.

1. Hold "Ten Thousand People Climbing the Peak" to enhance the brand reputation.

VIII. Marketing Strategy

** At the end of May, after thorough investigation and analysis of the consumer market in the early stage, the following basic planning ideas were put forward:

1. Dengfeng Nutrition and Health Products Company carried out brand integration with the help of parent brand (produced by so-and-so Dengfeng).

2. Determine the clear product positioning (there is no clear product positioning in the tin market at present).

IX. Planning and implementation of this case

After three months of in-depth research and careful planning, the product was officially launched on August 25th of the same year. After a hot sale in the Mid-Autumn Festival (the cumulative number of terminals in Hangzhou alone reached 5,/day), so-and-so Dengfeng Tin successfully occupied the market and was widely recognized by dealers and consumers. So-and-so Dengfeng Company recouped the initial investment cost in only four months.

It is estimated that by the Spring Festival of 2XX, all terminal sales will reach 28 million yuan, which greatly exceeds the expected target of market planning.

Market planning scheme (II)

The beverage market in China has great potential, with an average annual growth rate of 1% from 2XX~2XX, with an annual output of 22.6 million tons, and it is expected to reach 37 million tons in 2XX. In 2XX, China's beverage output reached 2.25 million tons, and there were 825 state-owned and non-state-owned industrial enterprises with annual sales income above 5 million yuan, with total assets of 6.4 billion yuan, sales income of 55.15 billion yuan and total profits of 3.97 billion yuan. According to statistics, the output of drinking water was the highest in China's soft drink market in 2XX, but the sales volume of carbonated drinks was still in the leading position.

1. Market analysis

1. General direction of the market

With the improvement of living standards of Chinese residents and the change of consumption concepts, beverages have changed from luxury goods in the past to daily necessities. According to the statistics of China Beverage Industry Association, the total output of China's beverage industry in 2XX was 14.91 million tons, up by 25.7% over the previous year. The beverage industry has maintained a rapid growth momentum for 21 years, and the demand for varieties in the domestic beverage market is also changing. In 2XX, the output of bottled drinks reached 5.54 million tons, ranking first, carbonated drinks reached 4.2 million tons, ranking second, and tea drinks reached 1.85 million tons, ranking third. Tea drinks were the fastest growing among all beverage categories. This year, the most beautiful scenery in the beverage market is the tea beverage known as "the upstart beverage". With the appearance of tea drinks and the prosperity of the market, the beverage market in the 21st century will be the century of tea, and tea drinks will become the "king of drinks". Behind the refreshing and delicious tea drinks, the tea beverage market is choppy and the battle is urgent.

from the overall environment, the development momentum of China's tea beverage industry is very strong, and the whole tea beverage industry is growing rapidly, and the market penetration rate is increasing rapidly. The whole tea beverage market has entered the middle stage of growth. 2XX years ago, Master Kong, Uni-President and Rising Sun, which occupied a large share in the market, were the world's leading tea drinks. Now, Master Kong has gained the most, Rising Sun ranks second, and Uni-President ranks third. Master Kong occupied the dominant position of tea drinks; Unified as the brand with the second growth rate of market penetration. Dingxin Group, which produces "Master Kong" tea beverage, is undoubtedly the biggest winner in the tea beverage market this year. Dingxin's predecessor was Dingxin Oil Factory, which was founded in Changhua, Taiwan Province in 1958. In October of XX, Dingxin Group began to invest in the mainland. After 1 years of development, its total investment in the mainland has reached 1.2 billion US dollars. Its * * * has 55 operating companies, 34 factories, 3 mass-market stores and 31 fast-food restaurants, and its employees are close to each other. In recent years, the market sales of "Master Kong" drinks have doubled every year, and tea drinks have grown at a high speed of over 1%.

as our new brand, forget-me-not scented tea, can it occupy a place in the market? This is a crucial one for us. There are problems in the unification of Master Kong. We can use forget-me-not scented tea to clear away heat and toxic materials, clear the heart and improve eyesight, nourish yin and kidney, maintain beauty, enrich blood and nourish blood, promote menstrual metabolism, delay cell aging, improve immunity, and have the effects of clearing liver and improving eyesight, nourishing yang and tonifying kidney, nourishing blood and regulating menstruation. Beauty whitening, clearing away fire and improving eyesight, especially healthy tea drinks that have a certain elimination effect on freckles and acne will have a certain influence.

2. competitor analysis: at present, the trend of brand centralization in the domestic tea beverage market is obvious, and the market share of the top ten tea beverage brands is over 96%. Among them, Uni-President, Master Kong, Kirin, Wang Laoji, Suntory and Nestle have a market share of about 9%. It is optimistic about the future development prospects of tea drinks, and the "two music" that made a fortune with carbonated drinks has also turned to the tea beverage market with the market demand.

The tea beverage market has staged the Romance of the Three Kingdoms, which has entered the stage of monopolistic competition. Although the tea beverage market has emerged in a cluster, and the three major brands have taken control of the market together, there are still many enterprises trying their best to follow up and grab market share. This summer, Coca-Cola Company, a beverage giant that has always been world-famous for its carbonated drinks such as cola, not only played the banner of diversification in China for the first time, but also seemed to set foot in all kinds of tea drinks in China overnight, and launched a series of "Lanfeng" tea drinks. At the same time, Coca-Cola Company also set the market target for "Lanfeng" tea to surpass "Master Kong" and "Unification". When Coca-Cola's green tea just landed in Shanghai and Hangzhou, Hangzhou Wahaha Group announced its involvement in tea drinks, and launched a very series of drinks in May of 2XX. Robust, Huiyuan, Chundu, Coconut Tree, Lulu, etc. have also started to set foot in the tea drinking industry, and launched their own series of tea drinks respectively. Even Tsingtao Beer, the leader of the domestic beer industry, began to cooperate with Asahi Company of Japan to produce oolong tea. People in the industry say that tea drinks will set off the third wave of drinks in China, even replacing the status of drinking water and competing with carbonated drinks that have been developed for many years for market dominance. At the same time, due to the efforts of Coca-Cola, Master Kong and Uni-President, Suntory, Kirin and Asahi, the three Japanese manufacturers, are in full swing to seize the China market, and the fierce battle in the tea market has become a fact known to the industry. Where there is market, there is competition; where there is competition, there is innovation and development. Master Kong, which has the largest market share, is the leading factor. Secondly, the competitive advantages of these two brands are obvious. If you want to stand out from these two pillars, you need to have characteristics. Don't forget the nourishing body and mind of scented tea, and beauty beauty just has this advantage.

3. Consumer analysis:

The survey shows that the proportion of women who drink tea drinks most often is slightly higher than that of men, which is not unrelated to the fact that women pay more attention to the health and fashion characteristics of tea drinks. In addition, drinking tea drinks without getting fat is the main reason why women choose tea drinks more than men, and women's awareness of the health-care characteristics of tea drinks is higher than that of men, which is one of the reasons why they prefer tea drinks more. Moreover, consumers aged 15-24 are the main target consumers of tea drinks, followed by consumers aged 25-34, who are the main consumers of tea drinks, with little difference from the main consumers of carbonated drinks and packaged water. It can be said that the unique taste and fashionable products are the main reasons why tea drinks attract consumers aged 15-24. Among heavy tea beverage consumers aged 15-24 (drinking tea drinks four times or more per week), more people drink unified tea drinks than Master Kong, while heavy consumers aged 25-34 tend to drink Master Kong tea drinks.

Different lifestyles lead to different brand choices of tea drinks. Consumers who prefer things that are good for health and beauty will choose Master Kong brand more, while those who like to pursue fashion, fashion, novelty and buy foreign brands and those who are very particular about diet tend to unify brands. Most consumers of Rising Sun prefer to buy domestic brands. Different consumers have different tastes and demands for tea drinks, but we don't forget me that tea drinks are healthy and safe, which is the demand of all kinds of people.