I. Market analysis
1, target group
As can be seen from the business projects of this store, this store mainly deals in roasted seeds and nuts, sweets, dried fruits, nuts and preserves, and mainly deals in snacks. The main customers who consume these products are women. The store is located on the edge of the university campus, so it can be judged that the main target consumer group of the store is female college students.
2. Target group analysis
The main target group of the store is female college students, who like to eat snacks. Economically speaking, this consumer group has no fixed source of income and its consumption power is relatively low. Therefore, excessive prices will restrict the consumption of this group. Good quality and low price are the main criteria for their choice, and they often like to buy their favorite snacks in small quantities for many times. Judging from the consumption habits, this group often likes to go shopping in groups, and the group characteristics are more obvious. From the analysis of the special environment of the campus, due to the limitation of school classes, this group spends relatively concentrated time at noon and after dinner.
In addition, new students and graduates leave the university every year, so there will be new consumer customers and lost customers every year. At the beginning of freshmen's enrollment, they buy snacks without choosing similar products, which is arbitrary.
3. Analysis of competitive environment
Affected by economic interests, two similar stores have also opened around to participate in the competition. The influence of horizontal competition led to a sharp decline in the store's sales. Influenced by the special environment of the university, the newly-added consumer groups will buy similar products randomly every year, resulting in new stores and old stores standing on the same starting line with the same competitive advantage.
Second, the refinement and specific operation of marketing strategy
1, packaging products according to certain specifications.
Considering the consumption ability and portability of the target consumer groups, it is suggested that the products should be quantitatively packaged. Suppose, with 200 grams as the standard, the packaging and price are X yuan. The reform of packaging, on the one hand, caters to consumers' consumption habits and provides convenience for consumers, on the other hand, packaging products can improve the quality and aesthetics of products and increase the profit space of businesses. At the same time, the change of packaging also provides conditions and convenience for the follow-up marketing activities.
2. For new customers: adopt the method of "tasting" to attract new customers.
Due to the influence of the special environment of the university, new and old customers alternate. Therefore, in order to increase turnover, we must seize new consumer groups every year. Because the new college students are not familiar with the whole environment, which leads to the randomness of consumption, some factors should be used to attract some customers to spend. I personally suggest "tasting" to attract these customers. For "tasting", many stores have this practice, but only when customers come to ask, they do not openly operate. For the new students on campus, under the guise of "free tasting or tasting" (if possible, you can make an X platform or poster and display it in a conspicuous position in the store), so that customers can see it directly at a glance, which can attract them to try and experience to a great extent. "Try to eat" not only provides customers with a taste of products and an understanding of products, but also dispels new customers' scruples about unfamiliar environment (in some places, once customers ask, they will be forced to buy, so newcomers will be more or less nervous about unfamiliar environment).
Conditional can set up a special tasting area, provide disposable bamboo sticks or other tableware for customers to use and taste. It can not only attract customers, but also enhance the image of the store.
3. Arrange promotional activities according to the schedule of the target group.
According to the working hours of the student groups, it can be seen that the time after lunch and the time after dinner are the relatively concentrated time of the student groups. According to the students' schedule, some promotional activities can be arranged at the time when people are concentrated to increase turnover.
(Note: In order to increase the effect of promotional activities, shopkeepers can increase gifts and set a limit on the number of people. )
Giving away is an indirect price strategy, and quantitative packaging can ensure higher profits of products and ensure that giving away will not reduce profits. By giving away, on the one hand, we can stabilize the price of products and avoid direct price competition, on the other hand, we can cater to customers' cheap and affordable consumption psychology.
4. Arrange promotional activities for holidays.
Major holidays, you can properly arrange promotional activities. For example, in the Mid-Autumn Festival, at the original noon and evening promotion time, 1 moon cake was given to cater to consumers' working hours.
Three. Other suggestions
Shopkeepers can increase product sales through channel construction. Details are as follows:
Restaurant cooperation. Shop products (roasted seeds and nuts) enter the restaurant to make Fluttershy before meals;
Shop products into retail stores on campus in the form of wholesale;
Used for campus group gatherings, etc. , set the preferential service for bulk purchase (assuming a 10% discount for the first time and a 20% discount for the second time. 50% off, 20% off for the third time, to attract customers step by step)