The casual food industry has a broad market outlook and huge development potential, but because the food industry has entered a stage of full competition, corporate profits are increasingly averaging, and industry consolidation, market segmentation is about to be completed. Therefore, casual food companies should seize the opportunity to jump out of the circle of product homogenization, the implementation of differentiation strategy, with differentiated features to improve consumer awareness, with the intrinsic superiority of the product will be closely linked to consumers and enterprises, through innovative products, brand building and expanding the market to get out of a sustainable development path.
The growing market for casual food and the increasing level of consumption have made foreign companies optimistic about the Chinese market. As early as more than 10 years ago, Wrigley, Danone and other multinational enterprises began to enter the Chinese market, and now has basically completed the integration of enterprises, product segmentation and market layout, the future they will increase the market expansion efforts, and the use of their experience in financial strength, brand management experience, channel operations and other aspects of the experience of vigorously nibbling at China's casual food market. Therefore, in the rapid occupation of foreign enterprises in the Chinese market, the local casual food enterprises want to be invincible, we must strive to improve the quality of products, and constantly innovate products, and to pay more attention to the establishment and cultivation of the brand, the brand is to determine the key to competitiveness.
Twenty marketing elements to make the casual food market bigger
Although the price of most casual food is only a few dollars, but the brand in the global snack food market has produced three sales of 1 billion dollars in casual food brands - three-dimensional crispy, Luck and Pinnacle. In China's casual food market has also fostered a number of well-known brands such as Shanghaojia, Xizhilang, Kebic, Want Want, Xufuji, and Qiaqia.
At present, China's production of casual food enterprises has reached hundreds of thousands of more, because the casual food manufacturing industry belongs to a high degree of openness, although the number of foreign-funded enterprises is not large, but occupies more than half of China's casual food market sales revenue and total profits. Many domestic enterprises in front of the huge market opportunities but the development of the struggle, why? The author believes that we lack the main is not money, not equipment, not the market, but the ability to fully control the integrated marketing. Combined with the author's 12 years of food industry planning and market experience, for the casual food market here to put forward twenty marketing elements of the market scale, with everyone thinking and sharing:
First, the soldiers and horses have not yet moved, the strategy first
A lot of casual food companies there is a misunderstanding that casual food is a low-threshold, the production is relatively simple, the consumer population, the market is large, so they rush to produce products, and the market is very small. Large, so they are eager to produce products, eager to market sales. Once the product sales are poor or sales stagnation for a long time, and then back to consider the strategic issues, the results not only wasted a lot of resources, but also delayed.
So casual food companies in the product before the market must first plan a good corporate brand strategy, market strategy, product strategy, communication strategy, sales strategy and so on. A great man in China once said, "The route is right, no one will have someone, no gun will have a gun." Route is what we call strategy. The strategy is clear and correct, the back of the series of marketing process may be smooth.
Second, do not lose at the starting line
Often hear customers ask the question: Master Kong from instant noodles, iced tea, iced green tea, fresh daily C, Master Kong 3 + 2, to mineral water, almost do a product success of a product, do a brand success of a brand, what is the reason? I have the privilege of Master Kong mineral water, iced tea organizations have implemented the new listing of the pre-market research, perhaps we can find the answer.
Top New Group is a well-known food company, its associate (director-level) positions above the marketing staff have more than 10 years of experience in the food industry marketing, planning, and related food areas have a deeper understanding. However, Master Kong has to do very detailed and comprehensive quantitative and qualitative research before each new product is launched.
Taking Master Kong's mineral water as an example, before the product entered the market, qualitative research included: product concept, product name, taste, capacity, packaging, price, points of interest, TVC and many other aspects of the target consumer groups in many cities across the country repeated testing, research. When feeling confident, Master Kong only vigorously promote and disseminate, and soon achieved market success.
And we contacted some casual food companies, in order to save money before the launch of new products, often do not do systematic, standardized market research, but to find ways to "guess" consumer demand. After the product is produced, it will be sent to friends and relatives to taste, as a taste test for the product. When friends and family one after another came "quite delicious" feedback will be confident to enter the market, the results of the failure do not know what is the reason. Imagine your friends and family free to eat your stuff, how still have the nerve to say not good!
So before you develop all the marketing strategy, before your product into the market, the most effective, the most economical, the most secure way is to market conditions, consumer demand, competitors, sales channels, etc. to carry out a full, standardized research, an accurate understanding of consumer demand and differences, to find new market opportunities, targeted to meet the market potential demand, do not let yourself lose in the market first! The first line of the market.
Third, build the brand, planning to move
There is a saying quite reasonable: "What kind of person you want to become what kind of person you will become! The same clear what kind of enterprise you want to become, what kind of brand, you will have the direction of efforts, may achieve the dream. Build the brand structure of the enterprise is casual food enterprises to do big market scale is difficult to avoid the first marketing issues.
At present, China's casual food enterprises have two main brand planning mode:
The first is a single brand strategy. That is, the use of a brand at the same time to cover a number of categories of casual food. Such as on the good good used is a single brand strategy. On the good good to puffed food to establish and enhance brand awareness, and then on the good brand power to extend the brand, the use of good brand into the natural potato chips, lobster chips, cookies, cotton candy, soft and hard candies and other casual food categories in the market, the good to build a strong brand in the casual food market (with the further expansion of the market scale, it is recommended that on the good good to consider the use of the main brand) (As the market scale grows further, it is suggested that Shanghaojia may consider using the strategy of the main brand "Shanghaojia" plus sub-brands "category brands"). The main advantage of a single brand strategy is to be able to extend the brand with the help of the existing brand power, greatly saving the cost of communication; the main disadvantage of this brand strategy is that a single brand is difficult to occupy the leading position in different categories of casual food market segments at the same time, and may only become the leading brand of one or a few categories of the market.
The second is the multi-brand strategy. That is, the enterprise in different casual food categories in different brand operation. For example, the Dali Group is the use of its three brands "Dali Park", "Subic", "delicious point" respectively for leisure food in the pie, potato chips and cakes in three different categories of the market segments in the three different categories of snack food: pies, potato chips and cakes. Relative to the single brand strategy, the main advantage of the multi-brand strategy is to be able to establish a clear brand image in each market segment, to fully maximize the size of each market segment; the main disadvantage of this brand strategy is the relatively high cost of communication.
Single brand strategy and multi-brand strategy itself has no advantages and disadvantages, enterprises can decide to use the brand strategy suitable for their own development according to their own situation and characteristics. Of course, smaller casual food companies or new entrants to the casual food market, you can first use a brand to operate a certain category of the market, to brand enhancement and market scale to do larger and then according to the status quo of the enterprise and the market demand to decide to use that brand strategy. The clarity of the brand architecture determines how much the enterprise can do in the future, how far it can go.
Fourth, speak to your target consumers
Children, teenagers and young women are the mainstream consumer of casual food. Casual food market in addition to the above by age, gender segmentation, but also by the consumer's occupation, income, education, consumer demand, consumer psychology and other ways to market segmentation. For example, according to consumer demand segmentation, casual food can be divided into basic, flavor, nutrition, value, enjoyment and so on.
Different categories of products, different price point of the product for the target consumer group there will be obvious differences. Such as: and potato chips, melon seeds, puffed food target consumer groups, although there is a cross, but the difference is more obvious. Pistachio target consumers are more young women in the white-collar; potato chips target consumers are more children and teenagers and student groups.
Casual food enterprises in the brand architecture is completed, we have to solve the problem of who you want to sell your products to. Who is the target consumer group of the product; they are a group of what kind of people; their consumer demand for this type of product, consumer behavior, consumer psychology is how; their values and product brand relevance and so on. Only by first defining the product's target consumer groups, understand their characteristics and needs, in order to realize the product selling points and consumer demand for accurate docking, this process will determine your brand positioning and product appeal point of refining the direction.
Fifth, the first positioning, and then spread
Brand positioning to achieve the purpose is to let your brand in the minds of consumers to leave a clear position, when the consumer produces such a demand for the first thing that comes to mind is your brand, rather than other brands.
Brand positioning includes the positioning of the casual food enterprise brand and a single category or several categories of product brand positioning. Brand positioning is only clear, the subsequent communication will be centered on brand positioning, from different perspectives to interpret and enrich the brand positioning, so that your brand may be in the casual food market, one or several market segments in the leading position. If your brand is not clearly positioned first, today's dissemination of such a theme, tomorrow's dissemination of that theme, the last you do not know where your brand advantage, naturally, will not be in the minds of consumers to leave a clear impression, the consumer also lacks the reason to buy the brand.
Here is a familiar case of successful brand positioning: Seven Happiness faced two powerful competitors, Coca-Cola and Pepsi, who dominated most of the carbonated beverage market, and it seemed that Seven Happiness had no room to survive in the market. However, through careful consumer research, Seven Happiness' marketing staff found that a large portion of the population did not like the taste of Coke, but did not reject carbonated beverages, which Seven Happiness considered to be a new market segment with potential, so Seven Happiness positioned itself as a "non-Coke" brand, forming a clear market segmentation with "Two Luck". So Seven Happiness positioned itself as a "non-cola" brand, with a clear market segmentation from "Two Luck", and spread the word around this positioning, and soon Seven Happiness' brand awareness and product sales increased dramatically. Seven Happiness became the third largest carbonated beverage brand in the United States after Coca-Cola and Pepsi, and the differentiated brand positioning made Seven Happiness famous.
In the current well-known brands of leisure food in China basically have a clear brand positioning. Such as on the good good brand positioning is "good taste", brand communication slogan is "good taste from the good start". Qiaqia food brand positioning is "happy", brand communication slogan is "Qiaqia food, happy flavor". If you want to become a strong brand in the casual food market, you must remember, first to the brand positioning, and then in the brand communication.
Six, clear planning for your product line
Planning the product line of the enterprise is casual food business brand architecture to build an important follow-up strategy after the completion of the ring
section. Whether the enterprise product line planning is clear, reasonable, determines whether the enterprise can carry out a more complete market coverage,
the same determines the size of the enterprise market.
Under the premise of the corporate brand or category brand strategy, the product line market coverage methods are:
(1) price coverage: in the same product category at the same time to launch high, medium and low price products, to meet the consumer demand of different price segments.
(2) flavor coverage: the same category, a variety of flavors. Such as potato products in the barbecue flavor, tomato flavor, grilled meat
Flavor, original flavor, etc., through different flavors for more consumer groups to cover the market.
(3) capacity coverage: the launch of different packaging capacity of the product, respectively, for personal consumption (small packages), family consumption (family pack) and gift consumption (gift pack) and so on.
(4) variety coverage: such as dried fruit snacks can be divided into prunes, plums, peaches, jujube, apricots, etc.
Multiple varieties to cover the market.
(5) efficacy coverage: in accordance with the differences in consumer demand, respectively, highlighting nutrition, health, enjoyment, value, fashion, leisure and other demands, to achieve differentiated marketing of product categories.
(6) hue coverage: for casual food mainstream consumer groups are teenagers and young women's characteristics, the enterprise needs to be based on the differences in products, the introduction of different main color packaging products, to meet the needs of consumers on the color preferences.
(7) packaging form coverage: due to the characteristics of the casual food consumer groups, casual food companies can consider the bold use of different forms of packaging, such as geometric shapes, animal shapes, etc. to attract consumer attention and purchase interest.
VII. Refine the product's core points of interest
The product's core points of interest refers to the product can give consumers the benefits and the best connection between the consumer demand for the product. Each product category needs to refine a core selling point and a series of support points, and this core point of interest is the base of the product communication slogan.
Consumer demand for casual food is mainly focused on fashion, natural, nutrition, health and other aspects.
The process of refining the core benefits of the product is to organically combine the product's own features and advantages with consumers' demand for casual food, and to refine the product's understanding of the basic needs of fashion, naturalness, nutrition and health, and to express them in a visual way.
Here is an example of white wine to illustrate the way the product's core points of interest are refined. Hetao liquor is the first brand in the Inner Mongolia liquor market. The Hetao Plain has been fertile since ancient times and has a history of more than 2,000 years of brewing. The enterprise has a mid-range liquor brand, Hetao Laojiao. The products are mellow and sweet. It adopts the traditional cellar storage process and is of high quality. Through the understanding of the target consumers' needs and the decomposition of the product's own advantages, the core point of interest of Hetao Laojiao was finally refined to be the quality and purity, and the core communication concept of the product was further deduced to be "consistent quality commitment", and the communication slogan was: "To the purest and most genuine, Hetao Laojiao! ". Hetao Laojiao realized by the core points of interest to the communication concept and then to the perfect combination of communication slogan, and now Hetao Laojiao has become the highest market share of liquor brands in Inner Mongolia.
Eight, a good name for your product
All successful brands almost always have a good name. Such as: on the good good, Want Want, Subic, good friends,
Master Kong, Nongfu tea, Danone and so on.
A good product brand name can reflect the industry characteristics, but also able to bring out the selling point of the product, and smooth, easy to remember. If you can make a good name for the product, it will save a lot of publicity costs for the future dissemination of the product.
According to the characteristics of the casual food categories and mainstream consumer groups, the differences between the four product naming ideas for your reference:
1, emotional naming: the emotional benefits of casual food and young women and children's consumption of the psychological combination of the product brand name is to reflect the product's emotional appeal and consumer demand points. Such as: leisure fun, music, wonderful crisp corner.
2, cartoon naming: children and young people's preference for cartoon images of the characteristics of the product brand name directly named cartoon names, such as: irrigation blue flying squirrels, Teletubbies and so on.
3, British culture naming: some casual food is the beginning of the introduction of foreign countries, and foreign brands still occupy an important position in the casual food market. Consumers of the British cultural naming acceptance is very high, the use of British cultural naming is a good choice for domestic leisure products. Such as: Subic, Boca and so on.
4, personalized naming: the product name reflects both the characteristics of the category and can reflect the brand personality and communication ideas. Such as: leisure a family, on the good good, and so on.
The above is just a few naming references for casual food, casual food companies in the product
naming can be completely eclectic, the key is the brand name of the product to be able to impress your consumers, so that they can remember you at once.
Nine, the taste of the decision to repeat the purchase
Casual food is the most typical fast-moving consumer goods, the purchase of randomness is very strong, the consumer brand loyalty is relatively low. If a new brand tastes good, consumers will immediately remember you, and next time will produce repeat purchases. If consumers try to buy for the first time, the product taste is not good or general, consumers will not remember you, and then let him the second consumption will be very difficult.
Successful casual food brands whose main product is not a good taste of the product. We might as well take Fujian Dali Group's Subic potato chips to give an example, you can go to taste Subic each flavor of potato chips, each product flavor is very distinctive, especially in which the green packaging of the barbecue flavor potato chips, simply let you eat and want to eat, you even do not want to try other brands of potato chips, you will think that Subic on behalf of the authentic potato chip flavor.
So, what is the standard of good or bad taste of the product, and who will judge it? There is no doubt that the taste of good and bad judgment standards and judges are the enterprise's food and clothing parents - consumers. After the production of the product must be done to standardize the quantitative and qualitative taste test, according to the consumer demand to make adjustments, get the recognition of the consumer in fact also got the recognition of the market. Never just let the enterprise staff to eat a meal, to friends and family to taste a little, on the hasty market, if this product taste test, sooner or later will eat a big loss.
The taste of the product will also affect the future market size of the brand, affecting the success or failure of the brand market. If the taste of your company's products can make consumers think of you in the mouth when you crave, your brand want not to be famous, want not to do big hard!
Ten, packaging is the face of the product
Packaging is the face of the product. If the face of the product are not beautiful, even if the packaging inside the product is very tasty, most consumers will certainly not like it.
The basic elements of product packaging design include:
(1) graphic creativity (pattern, color, name, selling point and text collocation, etc.); (2) the shape of the package
; (3) the material used in the package. The above three aspects **** with the grade of the product packaging and visual impact. Product packaging without sufficient visual appeal, in the supermarket shelves will soon be buried.
It is not difficult to find many well-known food brands whose product packaging design is equally exquisite, let people love. For example, the Subic (potato chips), Holliday (pie), Kangshifu fresh daily C (juice drinks), Shui Jingfang (white wine) and so on, can be said to be a classic case of food packaging design.
No wonder some people say that good packaging speaks for itself!
Eleven, advertising slogan for consumers to remember you
After completing the brand positioning of the enterprise, product brand positioning and the definition of the core benefits of the product, the need for your corporate brand and a series of categories of product branding to distill a concise, can move the consumer advertising slogan. A good advertising slogan is like the eye of the dragon in the eye of the dragon, it not only allows your target consumers to quickly remember you, but also can drive the entire corporate brand or product brand enhancement.
In food marketing, there are a few cases where advertising slogans have impressed consumers and boosted brand and product sales
. The most classic is the advertising slogan of Nongfushanquan: "Nongfushanquan is a little sweet", this slogan not only clearly informs consumers of the unique selling point of the product, but also with the market of pure water brands such as Wahaha, Le Pepsi and other brands to form a clear market segmentation, creating a huge natural water market segments, so that Nongfushanquan quickly The water market is in the top three. Other food advertising slogans with great creativity include: Unified Fresh Orange Juice's advertising slogan "More C, more beautiful"; Hualong Instant Noodle's advertising slogan "You play"; Nongfu Tea's advertising slogan "Good water, good tea, good people to drink" and so on. "The company's website has been updated with the latest information on the company's website, including its website.
In short, if you want consumers to quickly remember your brand and product selling points, the most direct and effective way is to create a wonderful advertising slogan for your brand and product.
Twelve, TVC (good ideas + celebrity endorsement) brand achievement
To some extent, it can be said that TVC (television advertising) is both the starting point and the end of advertising strategy, because all the strategies ultimately need to be through the TVC and your target consumers face-to-face direct communication. In today's competitive environment, there is no TVC you can not become a strong brand, it is impossible to quickly do a large market size.
The core element of creating an excellent TVC is to have a good idea and a wonderful tagline. Of course, if you can ask a suitable celebrity endorsement may be more effective. Now CCTV and local TV are broadcasting the farmer tea TVC, from the creative (with the help of tea culture, highlighting the water source), to the advertising slogan (good water, good tea, good people drink), and then to the choice of image spokesman (Korean drama Dae Jang Geum's leading lady, Lee Young Ae) have done a flawless, can be said to be a classic in the TVC.
In the casual food market, Dali has hired Zhao Wei, Xu Qing, Guo Jingjing, Chen Guanxi, Jay Chou, Zhou Xun, etc. as the image spokespersons for the three major brands of the company, namely, "Subic", "Dali Garden", and "Yummy Point". The three major brands of the company, "Subic", "Daliyuan" and "Yummy Spot" are the image spokespersons of the company. Although the above three product brands of advertising slogans and TVC creative is not very good, but by virtue of the advantages of celebrity endorsement, so that the Darley Group's market scale continues to expand, become a force in the casual food market.
Thirteen, print advertising directly pull sales
Print advertising is an important supplement to TV advertising. Generally speaking, the creativity of print advertising is an extension and interpretation of the creativity of television advertising. Television advertising time is short, high cost, can only convey important information to consumers; and print advertising area, the price is low, can be a systematic interpretation of the content of the TV ads, is an important form of propaganda for the dissemination of leisure food, can directly pull the product sales.
There are various forms of print advertisements, such as: newspapers, magazines, outdoor street signs, light boxes, Optimus Prime, car bodies, and posters, leaflets, POP, desk cards and so on. For some of the smaller casual food enterprises,
the beginning of the first can not invest in television advertising, and make full use of the print media communication, until a certain scale and then consider television advertising. The creative and production of such plane ads on the relationship between the survival and development of such enterprises, worthy of great attention from enterprises.
Fourteen, choose the sales area and determine the focus of the market
When the pre-branding, product strategy and TVC, print advertising is completed, the next need to choose the sales area and determine the focus of the market. For the larger casual food companies, the country will generally be divided into Northeast, North China, East China, South China, Central China, Northwest, Southwest seven regional markets, and then the market is subdivided into provincial, municipal and county markets at different levels. For the entry of new products will generally choose a few large regional markets to prioritize the entry, and choose one or several provinces or cities as the key market.
And for smaller casual food enterprises, new products may choose to enter a few provincial markets first, and at the same time choose 1-2 provincial capitals as the key market, and gradually expand the market scale.
In addition to the above two types of sales areas to choose the way, in order to increase the success rate of market promotion, as far as possible to reduce the risk of casual food companies can also consider the first choice of 1-2 cities as a sample market to test the correct degree of planning, ready to amend, such as the success of the sample market, and then the model will be replicated in the rest of the market to promote.
XV, planning channels, open sales channels
Reasonable planning of product sales channels can be considered in four steps:
1, to determine the channel model: channel mode refers to the way the enterprise to establish sales channels. Such as: is the use of agency system, tiered distribution form or store form, as well as a variety of channel mode set up intermediary level and method.
2, thinking about the length and width of the channel: the length of the channel refers to the center of gravity of the sales channel up and down the space. From the municipality to the countryside, the enterprise involved in which layer. The width of the pathway refers to the same level of the channel, the number of enterprise sales terminal categories.
3, the choice of dealers: according to the channel model and access to the long, wide set, to determine the number of dealers and selection criteria.
4, the development of sales policy: sales policy refers to the enterprise and dealers at all levels of cooperation. Such as the enterprise to dealers in the pre-stocking, transportation, terminal maintenance, publicity, deductions, rebates, settlement and other related policies.
Sixteen, the planning of the enterprise's own sales system
The enterprise's own sales system planning mainly includes four aspects:
1, build the sales system architecture: the sales system architecture refers to the enterprise's own sales organization structure. Such as in the regional market is the establishment of branches or offices; regions, provinces and the following levels of sales organization division, size, etc..
2, to determine the functions of the sales organization at all levels: here the functions of the sales organization at all levels of enterprise
Composition, role, sales tasks and other corresponding functions.
3, training of the sales force: enterprise sales organizations at all levels of various types of personnel were related to marketing knowledge and skills training content and methods.
4, dealing with sales organizations and distributors of the relationship: refers to a clear division of functions at all levels of sales organizations and distributors, the formation of the enterprise sales force and distributors at all levels of complementary cooperative relationship.
Seventeen, choose a good store, win the terminal
Casual food is a typical fast moving consumer goods, the purchase of randomness is very strong, so the product pavement rate is high or low on product sales have a direct impact. In addition to supermarkets, convenience stores, grocery stores, department stores, wholesale markets, children and teenagers frequent parks, tourist attractions and train stations, airports and other suitable sales terminals.
In recent years, the number of Internet cafes is increasing, most of the Internet cafes are teenagers, this part of the population is the target of casual food purchasing crowd. Casual food companies can consider targeted to the Internet bar this new sales terminal to increase investment, it is treated as a special store. You can make good relations with the owner of the bar, the goods directly into the bar, but also in the bar to put up posters, put the product leaflets and other promotional activities.
From the point of view of the current supermarket terminal display, the performance of casual food does not seem to be satisfactory. With beverages, wine, pies and other food categories in the supermarket, compared to the head of the stack, end racks, shelves, etc., casual food, in addition to chewing gum, melon seeds, most of the categories of terminals in addition to a simple arrangement of goods, very few specialized terminals to display. In fact, larger, richer product lines of casual food companies can be completely through the head, end shelf and other forms of terminal display to enhance the brand and expand product sales. Smaller scale, fewer product categories of enterprises can also be done through the supermarket with other brands to do joint header, or separate other forms of terminal display activities to promote product sales.
18, terminal promotions, stimulate the purchase
Casual food is a fast moving consumer goods, then to increase product sales, promotional activities can not be stopped a day.
Terminal promotions and TV ads, newspaper ads and terminal displays are four important links in the integrated marketing communication closely related to each other, between them *** with the role of promoting corporate brand and product sales, but also casual food enterprises to do the market scale of one of the four core marketing elements.
XIX, with the help of soft text, event marketing, surprise victory
Soft text to solve the TV ads, print ads can not be solved, but the need to communicate with the target consumers. What can't be said in the advertisement can be said in the soft text. Soft text is not an advertisement, it is easier to convince consumers. Soft text can be from different sides, different angles to introduce your business, brand, product, interpretation of your business philosophy, brand advocacy, product features, various advantages. Can be their own words, can also be said by others. Soft text can realize the purpose of hard advertising can not reach, it is a unique tool for enterprise communication.
We from Mengniu with China's "Shenzhou VI" launch success of this national event to enhance corporate brand power and product sales case, it is not difficult to find that the event marketing is to quickly enhance the brand awareness of enterprises, reputation and product sales of the most effective marketing approach. Bank of China, Sinopec, Yili and other well-known brands are utilizing the Beijing 2008 Olympic Games as a global event to enhance their brands. The vast majority of China's casual food companies are still relatively small, there is no strength like the Bank of China, Sinopec, Yili as the main sponsor of the Beijing 2008 Olympic Games, but can be completely from the side of the "small events" in the discovery of business opportunities, like every bottle of Nongfushanquan you buy a penny for the donation of Project Hope!
Specialized in the field of marketing, the company has been able to develop a new marketing strategy for its products and services.
Twenty, the establishment of market monitoring and intelligence feedback system
In fact, many casual food companies have unconsciously begun some of this work, but most casual food companies do not have to establish a scientific and systematic market monitoring and intelligence feedback system. This type of monitoring system mainly includes: macro market monitoring, market condition monitoring, consumer demand change monitoring, competitor monitoring, product sales monitoring, advertising effect monitoring, channel monitoring and so on.