Take Kangshifu Mineral Water as an example. Before the product entered the market, the content of qualitative research included: product concept, product name, taste, capacity, packaging, price, interest point, TVC and many other aspects. The target consumer groups were repeatedly tested and investigated in many cities across the country. When you feel confident, Master Kong made great efforts to promote and spread, and soon achieved market success. Therefore, before you make all marketing strategies, before your products enter the market, the most effective, economical and safest way is to conduct full and standardized research on market conditions, consumer demand, competitors and sales channels, accurately understand consumer demand and differences, find new market opportunities, and meet potential market demand in a targeted manner.

Third, build a brand and make a decision before moving

There is a saying that is quite reasonable: "You will be what you want to be!" Also be clear about what kind of enterprise and brand you want to be, and you will have the direction to work hard and realize your dreams. Building the brand structure of enterprises is the first marketing topic that snack food enterprises can't avoid to enlarge the market scale.

At present, there are mainly two brand planning modes for snack food enterprises in China:

The first one is a single brand strategy. That is to say, one brand covers multiple categories of snack food at the same time. For example, Shanghaojia adopts a single brand strategy. Shanghaojia establishes and enhances its brand awareness with puffed food, and then extends its brand with the help of Shanghaojia's brand power, and uses Shanghaojia's brand to enter the market of natural potato chips, lobster slices, biscuits, cotton candy, soft and hard candy and other snack foods, so as to build Shanghaojia into a strong brand in the snack food market (with the further expansion of the market scale, it is suggested that Shanghaojia can consider using the strategy of "Shanghaojia" as the main brand and "Category Brand" as the sub-brand). The main advantage of single brand strategy is that it can extend the brand with the help of existing brand power, which greatly saves the communication cost; The main disadvantage of this brand strategy is that it is difficult for a single brand to occupy the leading position in different categories of snack food market at the same time, and it may only become the leading brand in one or several categories of markets.

the second is the multi-brand strategy. That is, enterprises use different brands to operate in different snack food categories. For example, Dali Group uses its three brands "Dali Garden", "Kebik" and "Delicious Point" to target the market segments of three different categories of snack food: pie, potato chips and cakes. Compared with single brand strategy, the main advantage of multi-brand strategy is that it can establish a clear brand image in each market segment and fully expand the scale of each market segment; The main disadvantage of this brand strategy is the relatively high communication cost.

There is no difference between single brand strategy and multi-brand strategy. Enterprises can decide to adopt brand strategy suitable for their own enterprise development according to their own conditions and characteristics. Of course, small-scale snack food enterprises or enterprises newly entering the snack food market can also use a brand to operate a certain category of market first, and then decide which brand strategy to adopt according to the current situation and market demand of enterprises after the brand promotion and market scale are enlarged. Whether the brand structure is clear or not determines how big and how far the enterprise can go in the future.

Fourth, speak to your target consumers

Children and young women are the mainstream consumers of snack food at present. In addition to the above segmentation by age and gender, the snack food market can also be segmented by consumers' occupation, income, education, consumer demand, consumer psychology and other ways. For example, according to consumer demand, snack food can be divided into basic, flavor, nutrition, value, enjoyment and so on.

there will be obvious differences in the target consumers of different categories of products and products with different price points. For example, although it overlaps with the target consumer groups of potato chips, melon seeds and puffed food, the difference is more obvious. The target consumers of pistachios are mostly white-collar workers among young women; The target consumers of potato chips are more children and students.

after the establishment of the brand structure, snack food enterprises should solve the problem of who to sell your products to. Who is the target consumer of the product; What kind of people they are; What is their consumer demand, consumer behavior and consumer psychology for this kind of products; The correlation between their values and product brands, etc. Only by first defining the target consumer groups of products and understanding their characteristics and needs can we realize the accurate docking of product selling points and consumer demand, which will determine your brand positioning and the refining direction of product appeal points.

5. Positioning first, then spreading

The purpose of brand positioning is to make your brand leave a clear position in the minds of consumers. When consumers have such needs, your brand is the first thing that comes to mind, not other brands.

brand positioning includes brand positioning of snack food enterprises and brand positioning of single product or several categories. Only when the brand is clearly positioned first, the subsequent communication will be carried out around the brand positioning, and the brand positioning will be interpreted and enriched from different angles, so that your brand can be in a leading position in one or several market segments of the snack food market. If your brand is not clearly positioned first, spread such a theme today and spread such a theme tomorrow. In the end, you don't know where your brand advantage lies, and naturally you won't leave a clear impression on consumers, and consumers also lack reasons to buy this brand.

Here's a familiar case of successful brand positioning: 7-up faced two powerful competitors, Coca-Cola and Pepsi, who occupied most of the market share of carbonated drinks. It seems that 7-up has no room for market survival. However, through careful consumer research, 7-up's marketing staff found that a large number of people don't like the taste of cola, and they don't reject carbonated drinks. 7-up thinks this is a new and potential market segment, so 7-up positioned its brand as "non-cola", which formed an obvious market segment with "Two Music" and spread it around this positioning. Soon, the brand awareness and product sales of 7-up were greatly improved. 7-up became the third largest carbonated beverage brand in the United States after Coca-Cola and Pepsi-Cola. The differentiated brand positioning made 7-up famous in World War I.

At present, well-known brands of snack foods in China basically have clear brand positioning. For example, the brand positioning of Shanghaojia is "good taste" and the brand communication slogan is "good taste starts from Shanghaojia". The brand positioning of qiaqia food is "happiness", and the brand communication slogan is "qiaqia food, happy taste". If you want to become a strong brand in the snack food market, you must remember to set a good position for the brand first, and then spread the brand.

6. Plan your product line clearly

Planning the product line of the enterprise is an important follow-up strategy ring after the brand structure of snack food enterprises is built

. Whether the product line planning of an enterprise is clear and reasonable determines whether the enterprise can carry out more complete market coverage, and < P > it also determines the size of the enterprise market.

under the premise of corporate brand or category brand strategy, the market coverage methods of product lines mainly include:

(1) price coverage: high, medium and low-priced products are simultaneously launched in the same product category to meet the consumption needs of different price segments.

(2) taste coverage: same category, multiple tastes. For example, the barbecue flavor, tomato flavor, barbecue flavor < P > and original flavor in potato products can be covered by more consumer groups through different tastes.

(3) capacity coverage: launch products with different packaging capacities, which are aimed at personal consumption (small packaging), family consumption (family clothing) and gift consumption (gift clothing).

(4) Variety coverage: If preserved snacks can be divided into bayberry, preserved plum, peach, jujube, apricot and other varieties to cover the market

.

(5) efficacy coverage: according to the difference of consumer demand, the appeal points of nutrition, health, enjoyment, value, fashion and leisure are highlighted respectively, so as to realize differentiated marketing of product categories.

(6) Color coverage: In view of the characteristics that the mainstream consumer groups of snack foods are teenagers and young women, enterprises need to introduce products with different main color packages according to product differences to meet consumers' demand for color preferences.

(7) Packaging form coverage: Due to the characteristics of snack food consumers, snack food enterprises can consider boldly using different forms of packaging, such as geometric modeling and animal modeling, to attract consumers' attention and purchase interest.

VII. Refine the core benefits of the product

The core benefits of the product refer to the best connection point between the benefits that the product can bring to consumers and consumers' demand for the product. Each category of products needs to extract a core selling point and a series of support points, and this core interest point is the basic point of the product communication slogan.

consumers' demand for snack food mainly focuses on fashion, nature, nutrition, health and so on.

The process of refining the core interests of a product is to organically combine the characteristics and advantages of the product with the consumer's demand for snack food, and refine the product's understanding of the basic needs of fashion, nature, nutrition and health, and show it in an image way.

here is an example of liquor to illustrate the way of refining the core interests of products. Hetao liquor industry is the first brand in Inner Mongolia liquor market. Hetao Plain has fertile land since ancient times and has a history of brewing for more than 2,111 years. The enterprise has a mid-range liquor brand-Hetao Laojiao. The product is mellow and sweet. The traditional cellar storage technology is adopted, and the quality is excellent. Through the understanding of the needs of target consumers and the decomposition of the advantages of the product itself, it is finally concluded that the core interest point of Hetao Laojiao product is pure quality, so the core communication concept of the product is further deduced: "consistent quality commitment" and the communication slogan is "Pure and true, Hetao Laojiao". Hetao Laojiao achieved the perfect combination from core interests to communication concepts and then to communication slogans. Now Hetao Laojiao has become the liquor brand with the highest market share in Inner Mongolia.

VIII. Give your product a good name

Almost all successful brands have a good name. Such as: Shanghaojia, Wangwang, Kebik, Haoliyou,

Master Kong, Nongfu Tea, Danone and so on. A good product brand name can not only reflect the characteristics of the industry, but also bring out the selling point of the product, and it is smooth and easy to remember. If a good name can be given to the product, it will save a lot of publicity expenses for the future spread of the product.

according to the characteristics of various categories of snack foods and the differences of mainstream consumer groups, the naming ideas of four products are put forward for your reference:

1. Emotional naming: combining the emotional benefits of snack foods with the consumption psychology of young women and children, the brand name of the product reflects the emotional appeal and consumption demand of the product. Such as: leisure, pleasure, funny corner, etc.

2. Cartoon naming: According to children's preference for cartoon images, the brand names of products are directly named cartoon names, such as flying squirrel with blue flowers, Teletubbies, etc.

3. English cultural naming: Some snack foods were introduced from abroad at first, and foreign brands still occupy an important position in the snack food market. Consumers have a high degree of acceptance of English cultural naming, and using English cultural naming is a good choice for domestic leisure products. Such as: Kebik, Boca, etc.

4. Personalized naming: the product name not only reflects the characteristics of the category, but also reflects the brand personality and communication proposition. Such as: leisure people, Shanghaojia, qiaqia, etc. The above is just a few reference ways of naming snack foods. When naming products

, snack food enterprises can completely stick to one pattern. The key is that the brand name of products can impress your consumers and make them remember you at once.

Nine, the taste determines repeated purchases

Leisure food is the most typical fast-moving consumer goods, and the purchase is very random, and consumers' loyalty to the brand is relatively low. If the new brand tastes good, consumers will remember you immediately and repeat the purchase next time. If the consumer tries to buy it for the first time and the taste of the product is not good or average, the consumer will not remember you, and it will be very difficult for him to spend it for the second time.

the main products of successful snack food brands are all products with good taste. We might as well take the Kebik potato chips of Fujian Dali Group as an example. You can taste every flavor of Kebik potato chips, and each product has a unique taste, especially the barbecue potato chips with green packaging, which makes you want to eat. You don't even want to try other brands of potato chips. You will think that Kebik represents the authentic taste of potato chips.

so, what is the standard of product taste and who will judge it? There is no doubt that the evaluation criteria and judges of taste quality are the food and clothing parents of enterprises-consumers. After the product is produced, it is necessary to do a standardized quantitative and qualitative taste test and make adjustments according to consumer demand, which has been recognized by consumers and actually by the market. Don't just let the employees of the enterprise eat it and give it to relatives and friends, and then go on the market hastily. If you test the taste of the product like this, you will suffer a big loss sooner or later.

the taste of the product will also affect the future market scale of the brand and the success or failure of the brand market. If the taste of your products can make consumers think of you when they are greedy, it is difficult for your brand to become famous or not!

X. packaging is the face of the product

packaging is the face of the product. If the face of the product is not beautiful, even if the product in the package is delicious, most consumers will definitely not like it. The basic elements of product packaging design include:

(1) graphic creativity (pattern, color, product name, selling point and text collocation, etc.); (2) packaging