Marketing strategy is the cornerstone of all marketing work of enterprises. How to develop the campus market? Then the following is the relevant content of the marketing planning scheme of campus supermarket that I have compiled. Please refer to it.
Campus Supermarket Marketing Plan Part I
1. Market Analysis
As we all know, the consumer market of college students is a very special consumer market. With the economic development and the expansion of university enrollment, this group has become a huge market that has begun to take shape. We know that college students have a strong desire to buy and can grasp the consumption trend, but economic conditions determine the purchasing trend of college students. Nevertheless, the college students' consumption market cannot be ignored, which will bring us absolute business opportunities. Compared with social groups, college students have their own distinct characteristics:
1. Fashion, trendy and convergence, and college students' consumption is prone to tidal phenomenon, that is, a new thing and brand will suddenly peak at a certain node in the college students' market. Because college students have a highly consistent sense of group identity, combined with the popularity of collective life and network communication, the information transmission of college students is highly concentrated. For example, in consumer goods, there has been a wave of mobile phones, mp3 players and games.
2. Personalization. College students generally pursue unique, novel and fashionable products. But at the same time, uniqueness and novelty often bring popularity and popularization.
3. Affordability and practicality are still important factors for college students to consider. Between popularity and practicality, college students choose practicality more. ? Moderate price? It is always one of the main factors that college students consider. Similar characteristics are also reflected in the choice of promotion methods. The most popular promotion methods for college students are discounts, gifts and gifts.
4. Emotional consumption is an important part of college students' consumption. Contemporary college students believe that friends, teachers and students, and classmates can't communicate and fall in love without economic support.
5. It tends to be rational in brand selection, but the relative popularity of international brands will have an impact on college students' decision-making. In high-end consumer goods such as mobile phones and digital products, foreign brands occupy a strong position. In fast-moving consumer goods, domestic brands and foreign brands have their own advantages and disadvantages in the minds of college students. Opportunity analysis: there are a large number of college students with considerable purchasing power; Around the school, small shops with irregular service quality and product quality can not be guaranteed, and their weak competitiveness provides us with opportunities to enter; Large supermarkets are generally at a certain distance from the school, and some students do not choose large supermarkets because of the distance. However, at present, the business environment in the university campus is chaotic, and the uncivilized behavior of many vendors seriously affects the atmosphere. College students don't like the businesses and individuals doing business on campus. Being disturbed by door-to-door sales, college students hate business activities such as door-to-door sales.
2. Analysis of business model
1. The campus is positioned as a campus channel retailer, and the network, magazines and physical image stores are used as sales platforms to carry out online marketing and magazine marketing in the university campus, so as to provide fashionable and high-quality products and convenient services for the students and save every penny for the students.
2. Students can receive the products you ordered in the shortest time with a click of the mouse, or a phone call or a short message. We are different from ordinary online shopping, and we adopt the cash on delivery method, so that you can enjoy the fun and convenience of online shopping with zero risk.
3. What we advocate is a change in the way of shopping. We are professional campus distributors, serving students specially, and our employees are our college students themselves. Our aim is to save money for students and bring convenience to students. Because we implement large-scale chain operation, which is directly supplied by manufacturers, and at the same time we save expensive rent and management fees, we directly benefit our customers from the saved costs.
4. shopping process: login? College students' campus online shopping mall? New users register as members? Click on the product you need? Click OK to buy in the shopping cart? You can receive the goods you ordered on the same day or the next day? Cash on delivery? We serve you wholeheartedly and open Lianying Fashion Consumption Magazine? Choose the goods you need? Call our company's order number or edit the product number and your address you need and send a text message to the company? You can receive the goods you need on the same day or the next day? Cash on delivery? We serve you wholeheartedly for group purchase: as long as the number of similar goods reaches ten? Notify the company online or by phone or text message? We'll buy it for you? Group purchase price is better
Third, the company's marketing strategy
(1), product strategy:
1, product selection requirements: meet the needs of college students, the price is appropriate, the product quality is good, and it should be practical. To ensure the expected profit
2. Product classification:
A. Campus brand agency: (This kind of products are provided by agents and supported by corresponding policies, and do not need to be purchased in cash. (a) For mid-range products of well-known brands, choose brand cosmetics agents that are suitable for the college students' market and are well liked by college students at reasonable prices.
B, distribution products (direct purchase by manufacturers and wholesale by wholesalers)
C, new products and popular products? Grasp the trend and pay attention to popular products. Grasp the market information, constantly introduce new products suitable for college students, and lead the consumption trend.
Campus Supermarket Marketing Plan Part II
The letter business is the core business of China Post, which is the basis for the development of other businesses, and has been carried out in China? Data is the wing, business letters take off? Since the database marketing competition, all bureaus have taken the business letter business as the top priority of postal development, and the * * Municipal Post Office has designated XX as? Letter business development year? The letter business is listed as the key business of the city's postal service, and campus marketing has become the top priority.
in recent years, all walks of life have revolved around? College entrance examination economy? And? Campus economy? Make a fuss, as it turns out, the campus market is really a huge economic cake, and a steady stream of students is the backbone of this cake with continuous vitality, and its consumption potential is worth tapping. Developing the campus market has the characteristics of scale and sustainability, which is in line with the market requirements for the development of business letters. At the same time, the * * post office has the advantages of three streams: capital flow, information flow and physical logistics, and the network resources with a wide range of points can provide thoughtful services for the campus market.
I. Product introduction
In XX, our campus marketing mainly engaged in five major sectors, each with its own emphasis, and other projects can be assisted, as detailed below.
(1) business letter of enrollment
business letter of enrollment is a business letter tailored by our bureau for colleges and universities, aiming at enhancing the competitiveness of colleges and universities in enrollment, and it is another important channel for various colleges and universities to strive for high-quality students and expand enrollment. This service takes the postal envelope as the carrier, and standard No.6 (231㎜? 121㎜) seal or No.7 (229㎜? 162㎜) letter, develop distinctive enrollment postal envelopes and enrollment brochures for different schools. The publicity content can be campus culture, scenic spots, school logo, teacher strength, professional introduction, teaching conditions, school scale and so on. Business development is mainly concentrated in May-July.
(II) Admission Notice and Personalized Envelope
Send the admission notice to colleges and universities by ems. The importance of every admission notice to a student and even a family is self-evident. Based on the principle of being highly responsible for students, schools and ems brands, our bureau ensures that every admission notice reaches its destination quickly, accurately and properly, and ensures the interests of both schools and students with the quality of service. In addition, by capturing the characteristics of colleges and universities, our bureau launched personalized express envelopes for them, which once again reflected the characteristic marketing. The marketing stage of this business was concentrated in May-July. In addition, college student files can also be delivered by ems.
(3) College Entrance Examination Gift Package
? College entrance examination spree? It is also an important part of campus marketing, and it is distributed to candidates free of charge together with the college entrance examination admission notice. In the form of a paper handbag, the cover can be printed with advertisements, and various forms of publicity pages and products can be placed inside. Its propaganda forms are flexible and diverse, which makes up for the shortage of advertising space in the admission notice, makes the media forms of the college entrance examination more abundant and the delivery channels more extensive. The marketing time is concentrated in May-July, and it will be bundled with the admission notice.
(4) Counseling software for volunteering to fill in the college entrance examination, student graduation commemorative books and student postcards
? College entrance examination volunteering counseling system? (including CD-ROM and books) is an intelligent counseling and inquiry platform for college entrance examination candidates to voluntarily fill in, which contains detailed information of more than 1,711 colleges and majors, enrollment information of colleges and universities from XX to XX, enrollment brochures and enrollment plans for XX, classified inquiry of colleges and universities, guidance for volunteering to fill in, information on studying abroad, etc. It is a set of software with strong practicality and authority. ? Student graduation yearbook? It is a commemorative album with profound value carefully designed for school graduates; ? Student postcards? It is a book-style postcard developed for students of all ages. At present, there are six sets of postcards with themes of universities, middle schools and primary schools. ? Student graduation yearbook? And? Student postcards? Specially invited famous designers from Beijing and * * to design, and consulted the opinions of students in some colleges and universities in Hohhot, the product design is unique and novel. Business development is concentrated in May-July.
(5) Campus postal envelopes and campus postcards
Campus postal envelopes and campus postcards are unique to every school? Business card? With the in-depth development of campus postal envelopes and films of * * Post Office, more and more colleges and universities in our city have recognized this novel and practical publicity method. Campus postal envelopes and films can be designed with distinctive publicity words and pictures of each college, which can serve the school to promote its own culture, highlight its personality and enhance its image and popularity. It is a long-term campus marketing project with effective publicity effect.
second, analysis of market environment
the economy of college entrance examination can set off the upsurge of the whole campus economy, and it is our goal to make use of the economy of college entrance examination to enlarge the campus market scale. 12345
(1) Business Letter of Enrollment
1. Market Background
In recent years, the enrollment trend is: all kinds of comprehensive universities in the city have expanded their enrollment scale, independent colleges and vocational and technical colleges of undergraduate colleges compete for enrollment resources, private colleges face difficulties in enrollment channels, and various vocational training schools and cram schools face competition for junior high school graduates and students who fail in the college entrance examination? The situation of fierce competition and poor information channels provides a good opportunity for the enrollment business letter to enter the campus market, which has a potential development market. At the same time, the enrollment methods of various schools began to change, especially regular colleges and universities began to pay attention to their own image and brand promotion, and absorbed outstanding candidates to the utmost extent.
2. Market characteristics
(1) The enrollment space is crowded
While regular colleges and universities expand enrollment, they not only intensify their own competition, but also increase the enrollment pressure of private colleges and universities, and the competition for students and staff is extremely fierce.
(2) Rural students are relatively rich
Some rural students pay more attention to learning a skill because of rising tuition fees and employment difficulties, which provides an opportunity for schools that teach professional skills, such as technical schools, vocational high schools and vocational skills specialized classes.
(3) Further education and academic studies are heating up
Nowadays? Rechargeable? Training and qualification training have developed rapidly, especially the intensive classes, advanced classes and qualification training classes set up in colleges and various examination centers have emerged, which has expanded the enrollment demand.
(2) the letter of admission
the letter of admission sustains the fate of every candidate? Imperial edict? Both schools, candidates and parents regard it as a treasure.
1. Analysis of the needs of the school
It is a very important service for the school to send the admission notice in time and accurately. It not only reflects the reputation and prestige of the school, but also embodies the degree of attention paid by the school to students. Therefore, all colleges and universities, especially regular colleges and universities, must choose? Trustworthy Unit to provide this service for them. At the same time, the special personalized ems envelope can also achieve the effect of publicity for the school, which is another good way for colleges and universities to improve their social influence.
2. Analysis of candidates' needs
The degree of students' desire and expectation for an admission notice is self-evident. Although with the increasing popularity of internet and communication tools, candidates can obtain admission information in many ways at present, but being able to hold a heavy admission notice of their favorite school in their hands, that kind of joy and preciousness, value and significance can't be replaced by any other way.
to sum up, based on the psychological analysis of the needs of schools and candidates, and the extraordinary importance of the letter of admission, it has been proved that the extensive delivery network and high brand reputation of ems can meet the high standards and strict requirements of this service, and both schools and students are satisfied.
(3) College Entrance Examination Gift Package
In order to make the College Entrance Examination Gift Package truly become an effective platform for major businesses to promote their own business, our bureau must conduct a detailed investigation on the buyers (students) and sellers (businesses) of products and have a comprehensive control over their respective needs. On the basis of summing up last year's experience, we will formulate more perfect marketing measures, which will be more targeted to the choice of customer groups.
1. Market analysis
In XX, there were 35,454 college entrance examination students in our city, including 21,552 in cities and towns, and there were 6 undergraduate colleges in Hohhot. Together with the enrollment plans of affiliated technical secondary schools, according to statistics, nearly 21,111 candidates from the city will spend four years in Hohhot.
Students are a huge consumer group. It is not difficult to find that restaurants, supermarkets, bars and other service industries around universities are booming. Nowadays, there are more and more only children among college students, and their living standards at school are constantly improving. For example, the proportion of college students using modern communication tools such as mobile phones, broadband Internet access and ip phones is increasing, and major communication operators are also aiming at the big cake of the school. Many enterprises often make use of holidays to do roving publicity on major campuses, or promote them through radio, television and other media. Not to mention the high cost, it can not be popularized to every student. In view of this phenomenon, our bureau made it? College entrance examination spree? Become an effective publicity platform for all businesses, and get twice the result with half the effort by sending business publicity materials.
2、? College entrance examination spree? The advantages of
First, it is popular. Because the college entrance examination gift package is sent together with the admission notice, it can reach every candidate accurately and is very popular.
second, it is highly targeted. The college entrance examination gift package is specially sent to freshmen. Freshmen must have a series of consumption activities at the beginning of their upcoming college life. Targeted publicity is closer to the market and easy to be recognized by consumers.
thirdly, there are various forms of internal parts. In the recruitment process, in order to avoid the aversion of the candidates who are admitted because of monotonous publicity,