Model essay on instant noodle marketing plan 1: Instant noodle marketing plan
1. Environmental analysis of food marketing plan
College students are important consumers of instant noodles. As far as our school is concerned, the conditions of our canteen are single, and the scope of students' activities is basically on campus, so the meal time is concentrated. Students will naturally choose affordable and convenient instant noodles when they are tired of the never-changing taste of food in the canteen and the troubles of crowding the canteen to grab meals.
2. swot analysis of food marketing plan
(1) Advantages
1. Quality:
Instant noodles such as Uni-President 111 classic noodles, miso noodles and broth noodles produced by Uni-President Enterprise Group are elaborately made from fine flour and sauce formula developed by Uni-President Group for many years. Its products comply with food hygiene laws and regulations, and take into account the concept of environmental and ecological protection and economic benefits, and the products developed meet the functional demands of nature, health, nutrition, safety and hygiene.
3. Features:
Unified instant noodles are a convenient, fast, healthy and safe instant food. In today's time is efficiency, unifying instant noodles is the best choice for modern men and women, and unifying the creative eating method of instant noodles is also very attractive to young people who pursue fashion and pay attention to individuality.
4. Brand:
At present, Master Kong, "Unification" and Hualong noodles have formed a tripartite confrontation in the Chinese mainland market, and the competition between "Unification" and them has become fierce, and some local instant noodle brands should also share a piece of it. However, unified enterprise management promotes the competition from quantity to quality, and extends the company's internal culture to external products. Build a food kingdom that is inseparable from modern people with love and care, and make "Unity" a food symphony that will always be loved by everyone. In the field of food manufacturing, "Unity" adheres to the superior combination of product research and development, production, management and marketing, and strengthens brand innovation and maintenance oriented by consumer identity, making China people taste, contributing good things to more than one billion compatriots, building the largest food group in China, and making "Unity".
5. Comparison of similar products:
Unified instant noodles can stand out among many instant noodle brands, not only because of good quality, good service, good credit and reasonable price, but also because of the spirit of "respecting life, caring for each other, being close to nature and being optimistic and enterprising" in Unified instant noodles that other brands do not have.
(II) Disadvantages
The instant noodle market survey report shows that the instant noodles with the price below RMB 1 yuan still occupy 61% of the market. The average price of the unified bagged noodles market is between 1.5 and 2 yuan, which belongs to middle and high-grade products. The high price ignores the purchasing power of consumers in the target market.
(3) Opportunities
Nutritional and healthy instant noodles conform to the concept of modern people who pursue "green fashion".
(4) Threatening the impact of brands such as Master Kong and Jinmailang, and the competition is fierce.
third, the planning goal of the food marketing plan
Through the implementation of this plan and the bombing three-dimensional communication of various media in the school, the brand awareness will be rapidly expanded, and the "unified" instant noodles will basically be known to everyone in Wuxi higher vocational colleges. Establish a unified consumption concept of "eating creativity and eating new tricks" to achieve the goal of making "unified" advertisements deeply rooted in people's hearts and advertising words become the fashion mantra of young people. Make the sales volume of this product increase with the improvement of advertising.
iv. marketing strategy and specific action plan of food marketing plan
(I) market survey and analysis
1. purpose of survey
to understand the sales volume of "unified" instant noodles in the target market and competitors, so as to better improve the sales volume and popularity of "unified" instant noodles in the market.
2. Respondents
Students and supermarket owners in Wuxi Higher Vocational College.
3. Survey results
According to the sales survey of supermarkets, there are "Big Bone Noodles" produced by Baixiang Company, "Beef Noodles" and "Jinmailang" produced by Hualong Company that surpass "Uni-President" in sales volume. However, our biggest competitor, Master Kong, is expected to keep a balance in price with our sales, while Baixiang and Hualong are relatively cheaper in price.
4. Market analysis
According to the survey results of the whole target market of instant noodles, 31% of instant noodles are used as dinner, while more than half are used as supper. As a result, the student market accounts for a considerable share in the total market of instant noodles, and the university market accounts for a considerable proportion in the student market, so we have a lot of room to do in the university market. As far as our school is concerned, there are nearly 21,111 students in the school, and there are 2,511-3,111 dormitories for every seven people. If only one person in each dormitory eats instant noodles, it is conservatively estimated that there will be 2,511-3,111 packs of instant noodles sold every day. Maybe no one eats instant noodles in some dormitories, but in some dormitories, 2-3 people eat instant noodles, or even more. On average, it should be around this sales volume. A concrete analysis of students' consumption shows that boys eat instant noodles mainly for soaking or cooking, so most of them eat products of about one yuan, that is, the middle and low-grade instant noodles, and the profit margin of this kind of instant noodles is relatively large. As for the middle and high-grade noodles, the market has great potential because the main consumers are girls.
a. In the target market, there are only three supermarkets in a large campus with nearly 11,111 people, and the regional equivalence is also different (there are many people in the south, but there is only one supermarket, and students can't go to another supermarket to buy it), which will directly affect their sales. To increase the market
B. According to the survey, there are the following kinds of instant noodles sold in supermarkets: Uni-President, Master Kong, Baixiang, Hualong and Nanjie Village. If we compare the sales volume, the sales volume of "White Elephant" and "Hualong" is higher. Their reason is that the volume-price ratio of these two kinds of noodles is higher, which makes consumers feel the benefits, but in terms of taste and product positioning, they are not in the competition between "Uni-President" and "Master Kong".
C. "Unified" instant noodles can satisfy students' tastes in ingredients and taste, but in advertising and packaging, it does not show particularly strong lure-and-confusion power, does not fully reflect its own advantages, and gives full play to its main characteristics of "eating creativity and eating new tricks"!
D. "Unified" advertising is not strong enough, and there are too few promotional activities, and there is no influence. We must improve our publicity efforts to achieve the effect of "unifying" the brand when we mention instant noodles.
(II) Consumer Analysis
At present, the beef noodles and big bone noodles of white elephants are the first choice for consumers in schools, and the rate of roll call purchase is very high. Contemporary college students have a strong brand concept, and nearly 81% pay attention to the brand. Students belong to young consumer groups, and they have a strong tendency to pursue fashion and lack their own self-opinion. Among them, middle and low-grade products are the main consumption.
a. The students in the school have the habit of not turning off the lights and taking a rest, and the midnight snack market accounts for 51% of the sales at night. Most of them are bought in the whole box in the off-campus supermarket, and some of them are bought when the sellers are doing promotional activities. < P > B. College students are full of energy and exercise a lot, so they need a way to replenish energy in time and quickly. Buy
c from the supermarket on campus at any time. Most male consumers are the first choice for quantity, while female consumers are the first choice for taste. (3) Product positioning
1. Market positioning: college students, teachers and other staff in the south campus of Zhongyuan Institute of Technology, Xinzheng, Henan Province.
2. product positioning: fast, simple, delicious, safe, nutritious and creative convenience food.
3. advertising positioning: a. TV advertising: hard advertising that combines creativity with interest.
B. Print poster advertisement: patriotic emotional factors are introduced into creativity to produce soft advertising effect.
(4) Market Opportunities
1. College students need a convenient, fast and delicious food
2. College students' consumer groups trust the powerful brands of big enterprises
3. Use the pun of "unification" to arouse college students' peace expectations and patriotic enthusiasm for the two sides of the Taiwan Strait
4. There is no product packaged by men and women in the market, and this product can occupy this vacancy. According to the data of market survey and oral survey of some students, what boys need is full (the requirement of taste is not as harsh as that of girls), and what girls need is delicious and fashionable. We can develop "He" and "She" series instant noodles according to this feature. "He" increased the amount of noodles, and "She" increased the package of vegetables.
(5) the focus of advertising appeal
1. Brand: unified instant noodles
2. Function: quick and simple making method. Part II: Marketing Planning Scheme of Instant Noodles
Catalogue
Part I: Market Analysis —— In other words, the trend of the world is ................................................................................................... 3
Part II: Product introduction-instant noodles show .......................................................................................................... 3
III, SWOT Analysis —— 4
Advantages of Longzhong to Instant Noodles ...................................................................................................... (1) ...................... ......................................................................................................... 4
(2) Disadvantages ................................. .............................................................................................. 5
(3) Opportunities ............................................ ................................................................................... 5
(4) threat ....................................................... ........................................................................ 6
(5) Comprehensive Analysis ................................................................ ....................................................... 6
IV, Marketing target ................................................................................................................................... 6
5, Marketing strategy-boiled instant noodles ........................................................................................................... 7
(1) Market segmentation .................. ..................................................................................................... 7
(2) Target Market ................................... .................................................................................... 7
(3) Market Positioning .................................................... ................................................................... 7
6, Marketing strategy ................................................................................................................................... 7
(1) product strategy ........................................................................