With the acceleration of globalization and the improvement of life rhythm, instant noodles, a delicious food that can satisfy hunger quickly and is rich in nutrition, are more and more popular. The following is what I have compiled for you. Welcome to read!
Marketing channel strategy of instant noodle industry
1 Customer buying behavior factors: Instant noodles are convenience products, and consumers will buy the most easily available brands at the nearest distribution point. Therefore, the corresponding intensive strategy should be adopted.
2 product factors: instant noodles, which belong to? Staple goods? Daily fast-moving consumer goods products, that is to say, it depends on large shipments and large circulation as the premise.
3 competitive factors: Chinese mainland is the main market for instant noodles, and fierce competition among many brands such as Master Kong, Uni-President and Hualong has been going on, so we should stick to the principle of? Covering the market in all directions? For the principle, grab the attention of consumers.
4 company factors: company factors are the most important internal factors affecting channel construction.
(1) Opportunity-threat analysis: With the change of life rhythm, the fast-moving consumer goods market will still occupy an important position in the market, and the continuous innovation and improvement of instant noodles can meet the needs of consumers. On the other hand, many market participants in the instant noodle market have formed fierce competition, and they have almost formed a competition ratio at all price points.
(2) the channel strategy should be consistent with the company's goals.
company goal:-to become a leader in the instant noodle market within this year. Instant noodles are convenient goods and popular consumer goods, so consumers must get them if they want them. Based on the customer's demand for the channel, the channel goal is: let people who want instant noodles get it at the moment of thinking.
channel width structure: intensive distribution. Intensive channels can expand market coverage, enable products to enter the market quickly, and enable many consumers and users to buy the products they want anytime and anywhere.
3 channel system structure: manufacturer-consumer
manufacturer-retailer-consumer
manufacturer-wholesaler-retailer-consumer
manufacturer-wholesaler-forwarder-retailer-consumer 4 wholesaler's choice: choose a dealer. There are first-class dealers and second-class dealers. Choosing a dealer can make the manufacturer recover the payment for the goods before the dealer sells the products to consumers, so that the funds can be withdrawn as soon as possible. Moreover, the selection of dealers is conducive to improving their enthusiasm and pressure on product sales.
5 Sales channels and specific sales locations:
1) Grocery store channels: usually located in residential areas, people's houses or temporary buildings or kiosks are used to operate daily necessities such as food and drinks, such as convenience stores, convenience stores, grocery stores, husbands' wives' shops, grocery stores, etc. These channels are widely distributed and have long business hours.
2) traditional food retail channels: such as grocery stores, food shopping malls, non-staple food shopping malls, non-staple food shops, vegetable markets, etc.
3) supermarket channels: including independent supermarkets, chain supermarkets, supermarkets in hotels and shopping malls
, wholesale supermarkets, self-service supermarkets and warehouse supermarkets.
4) department store channel: a comprehensive retail store mainly engaged in a variety of daily industrial products.
There are food supermarkets and food counters inside.
5) Street vendor channels: such as stalls selling tobacco, alcohol and food, mainly provide services for pedestrians.
6) channels for colleges and universities: canteens and canteens in residential education places such as colleges and universities, which mainly provide food services for students and teachers.
7) primary and secondary school channels: refers to the canteens located outside non-boarding schools, such as primary and secondary schools, vocational high schools and private primary and secondary schools.
9) traffic window channel: food service provided by the commissary in airports, railway stations, docks, bus stations and other places, as well as trains, planes and ships.
11) Hotel channel: food service desks in hotels, restaurants, hotels, guest houses and other places that integrate accommodation and catering.
11) tourist attraction channel: food and beverage outlets located in tourist attractions to provide services to tourists and visitors. The sales volume is large and the price is high.
12) internet cafe channel: instant noodles are served in internet cafes.
13) other channels: gas stations.
Analysis of the instant noodle environment
(1) Market situation
At present, the instant noodle market environment in Qingdao, like the whole mainland, has become a three-legged situation. Master Kong, Hualong and Uni-President account for 81% of the instant noodle market, and the remaining 21% is occupied by some scattered small and medium-sized enterprise brands, such as Nong Xin, Baixiang, Longtan and Santaizi.
(2) Analysis of competitors' channels-At present, the market leader of instant noodles
Master Kong's channels are mainly divided into two types: direct sales and distribution. Some directly spread products to terminals through offices, business offices, etc., and some areas develop terminal outlets through intermediate distributors. Therefore, its business personnel are divided into two types: direct business agents and distribution agents. Direct business representatives have a fine division of labor, some of them are responsible for shopping malls, supermarkets, mass-market stores and other hypermarkets, while others are responsible for the management of stores. The distribution agent is mainly responsible for the development, management and maintenance of dealers.
demand side analysis of channel design: consumers' demand for channel services: service output
(1) batch splitting
Instant noodles are fast-moving consumer goods in food, and their batch splitting service level is high. The higher the level of batch splitting service provided by marketing channels, the smaller the one-time purchase amount of end users can be, and the end customers can be allowed to buy in small quantities, so customers do not need to buy inventory. Channels provide high-volume split service level, and bear the storage cost, capital cost, management cost, etc. Customers should pay for the high-volume split service accordingly. Therefore, retail stores are more expensive than wholesale stores.
Usually, we see large and small packages of instant noodles in supermarkets, and the unit product price is lower. This is because the cost of packaging, shelf space, storage and cashier is almost the same between large and small packages, so there is a big difference in the cost allocated to the unit product. When the end consumers buy in large packages, they will bear the capital and storage costs accordingly, and the pricing of goods will be reduced accordingly.
(2) Space convenience
The demand for the supply level of space convenience is high.
Space convenience can reduce the transportation cost and search cost of consumers, such as convenience stores. Customers also need to pay for the convenience of space, which is why the goods in supermarkets are cheap and the goods in convenience stores are expensive. The large supermarket is located in the business center, so the sales can be more large-scale, so the cost can be reduced and the price can be reduced.
(3) Waiting time
Waiting time should be short.
instant noodles, like most other commodities, belong to spot trading goods. Manufacturers need to produce and put the goods on the shelves in advance before customers buy them, so as to provide customers with high-level delivery services. In manufacturing, they need to produce in advance, bear the cost of storing funds and bear market risks, so the price of spot trading is relatively expensive.
(4) Color range
The wider the color range, the more product varieties, and the higher the output level of the channel. Instant noodles need a wide range of product quality to satisfy consumers and achieve? There's always one for you? The goal. Such as spicy noodles, braised noodles and so on.
(5) service support-low
(6) product information consumer education-low
On the whole, the demand side in the instant noodle market produces the demand of small batch purchase, short waiting time and wide range of colors, so the market must be more refined and decentralized, and correspondingly more intermediary institutions will be generated in the channels.
3. supplier analysis of channel design:
(1) select target market: teenagers, singles and ordinary employees
(2) the influence of internal factors on channel design:
the limitation of channel cost: to build various types of channels and meet the different requirements of customers in multiple market segments for channel service output, it is necessary to invest a lot of money accordingly. Choose channel investment according to the company's financial strength and channel objectives.
management restrictions: manufacturers should have good control over various types of channel structures. Avoid channel conflicts, disrupt the whole sales system and damage the image of manufacturers.
(3) The influence of external factors of enterprises on channel design:
Population factors: Qingdao has a large population, more schools, and more floating tourists.
industry competitive environment: sales channels, grocery stores, traditional food retail channels, supermarkets, department stores, colleges and universities, etc.
4. Analysis of channel gap:
(1) Demand gap and supply gap
According to the analysis, there is a situation 3 in the instant noodle market, that is, the supply of service output exceeds demand, and there is no supply gap.
(2) service analysis of instant noodle mass market
(3) analysis of the gap between competitors' channels;