I. Introduction
The increasing competition in the market, the means of competition is also increasingly diversified. Advertising, the role of competition in the market is becoming increasingly important, through advertising, can constantly enhance consumer confidence, to guide the concept of consumers. With the increasing diversification of media methods, for enterprises to choose more and more room, so that many companies are difficult to choose one or several media methods to effectively publicize and promote products and enterprises.
At present, China's meat processing and production market is still in a period of development, there are many manufacturers, mixed fish and dragons, the legal environment is immature, the market order is affected to varying degrees; many manufacturers in order to obtain profits, unscrupulous, Jinhua's poisonous ham is a very good example.
Ponya is a famous production and processing of meat products on the island, the company in the market competition, through the integration of resources, improve competitiveness, and gradually formed a relatively complete set of product lines, and in the traditional products on the basis of the new charcoal grilled products, in the "return to nature, enjoy life" has become the pursuit of more and more urbanites. In the "return to nature, enjoy life" has become the pursuit of more and more people in the city, the unique charcoal grilled series of products will be favored and even sought after. At the same time, the enterprise in the market competition, and constantly use the television and newspapers and other media to increase awareness, publicize the corporate image; at present, the enterprise in Qingdao and the nearby areas to do better, with the development of the company, its market is also expanding, it is necessary to enter the new areas, and in the new market, the preliminary advertising is more important, in general, its main role is to cultivate their own brand recognition and visibility in the target market, but not to the target market to develop their own brand. Recognition and awareness, and not to increase its sales. Train is a medium to connect the regions, but also an important way of information dissemination; In addition, to adapt to the characteristics of the train sales, targeted improvements in packaging, so that the product is more accepted by travelers on the train, so as to make effective use of this unique sales channel to maximize the sales volume. At the same time, this new exclusive sales model also highlights the strength of the enterprise and unique market development strategy, is conducive to the promotion of products and enhance the market appeal of enterprises.
Now, we solemnly and sincerely recommend you a new media way - train TV media, it can bring you a surprise effect.
Second, the feasibility of analysis:
1, competitor analysis: at present, Qingdao's meat market competition is relatively fierce, Xi-wang, Delis, Qinglian, Dewei and other brands in Qingdao also has a certain market share, they are through constant advertising and promotional activities to improve their market competitiveness and market share, Bo Nia face a huge test. Poria is facing a huge test.
Xi-wang has a long history of production and has established a huge sales network, with more than 400 specialty chain stores and sales cooperation with many domestic and foreign shopping malls and supermarkets. The sales volume and reputation of Xiwang's low-temperature meat products ranked first in all sales regions; it is enthusiastic about social public welfare and has been praised by all walks of life.
Dewei, set acquisition, processing, sales in one, the total assets of more than 400 million yuan, has won a number of honors, ranked fifteenth among the top 50 enterprises in the meat industry in the country, is a leading enterprise of agricultural industrialization in Shandong Province. It has its own farm; strong annual production capacity, high quality products, trusted by consumers, especially recently, increased publicity and the pace of market expansion.
Delis, digesting and absorbing the scientific concept of "low-temperature meat products" from foreign meat-eating nations, has a great influence in China's low-temperature meat food industry, and vigorously publicizes its products and culture in Shandong Satellite TV and other TV media, and its advertisement slogan of "Wishing for a long time, accompanied by Delis! Its advertising slogan of "Wish you a long time, stay with Delis" is a household name. The company has made efforts to shape a modern corporate image, imported CIS image integration system in an all-round way, and actively carried out the "5S" activities.
Qinglian, in 2003 by the Shenzhen Agricultural Products Co., Ltd. holding, capital strength greatly enhanced; at the same time, "Qinglian" brand raw meat products is the only registered "assured meat" brand in Qingdao. It has a large customer base and influence in Qingdao.
The survival of enterprises should be sought in the competition, there is competition, there is improvement, Delis, Xi-Wang and other products in the Qingdao market clouds, both the potential of the Qingdao market, but also explains the fierce competition in the market. They are in the industry, whether it is capital or technology, have a strong strength, to survive in such a cruel competition, we must actively develop themselves, publicize themselves, improve their competitiveness of enterprises.
2, enterprise competitiveness analysis:
In Qingdao, the fierce market competition tells Bonilla need to go out and seek a better and wider development space, but this requires a strong enterprise competitiveness to go out.
Strong market promotion. Through Qingdao's newspapers and TV and radio media, to improve the market position and brand recognition and visibility; from time to time to hold promotional activities, to occupy the initiative of the market competition; recently, the open call for the enterprise logo, from another aspect shows the desire to break through the regional limitations of the enterprise to better participate in the competition and expansion in other regions.
Differentiated market positioning. Market-oriented, constantly adding new products and profit growth points, increasing their market share, and gradually formed a more complete product categories.
Advanced production technology. Efforts to learn from foreign advanced experience, and actively introduce and research and development of advanced production technology; the emergence of charcoal grilled products to fill the gap in China's meat food.
Food Marketing Plan Part 2Foreword:
With the rapid development of computer network technology, e-commerce as an important application of network technology to the indisputable fact that swept every corner of the world in every industry. The rise of e-commerce has changed the traditional mode of operation of many enterprises, and has given rise to many business models and new enterprises. Its development has become an unstoppable historical trend, and how to increase the number of merchants in the online shopping mall platform has gradually come into people's minds. Thus, selling tea online has become a new business path.
I. The purpose of this case planning
China is the hometown of tea, and the birthplace of tea culture. The discovery and utilization of tea has a history of 4,000 to 5,000 years in China, and has flourished and spread all over the world. Tea has become the world's most popular, the most popular, the most beneficial to the physical and mental health of the green drink. Tea integration of heaven and earth in one, advocating "the world of tea is a family". Tea network marketing plan. The purpose is to make tea products and brands in the increasingly fierce competition in the market. By analyzing the marketing situation of their own tea products, combined with their own strengths and weaknesses to plan their own strategic approach. In the fierce competition in the market to fight their own piece of heaven and earth, and strive to maximize the occupation of the market, and better promote the sale of products.
Second, the network marketing environment analysis
1, the market situation
China is the origin of tea and the first production and consumption of large countries, there are thousands of years of history of tea drinking, tea has been integrated into people's lives. Drinking tea has become a habit of most Chinese people, tea has become an indispensable health drink and spiritual drink in social life, and, with the popularization of the concept of healthy consumption, tea is being more and more people accept, love and pursuit.
Tea market competition is fierce, many types, but there are many defects. First, the standard system of tea production and the construction of health and safety systems lagging behind; the second is a rich tea, production, brand is not big, for example: the public know that there is Pu'er tea, but do not know what some of the brand. The entire Pu-erh tea market brand more but not strong, so that the network sales of better Daiyi, Xinyi, the old warehouse and other brands of Pu-erh tea its visibility is only in the network is more red.
Now the domestic tea market seems to be unruffled, in fact, it is surging, many tea companies need to break out of the cocoon. But the tea industry is currently more, chaotic, weak characteristics of the entire industry has led to disorderly competition and low-level competition, consumers buy the lack of basis and direction. It can be said that the domestic tea industry is "famous tea, no brand name". Therefore, it is very important to quickly promote our tea brand through network marketing.
2, product analysis
Pu-erh tea, its brands are: Yunshangpin, Daiyi, Xiaguan, Longyuan, Meng Dai, Icelandic Hu and so on. "Yun Shangpin", with uniqueness and distinction, other brands are not exclusive to us, and consumers can search for similar products in other stores.
3, consumer analysis:
Pu-erh tea lowering blood fat, blood sugar, blood pressure; bright eyes, phlegm and cough; can be slimming to go to fat, especially the belly accumulation of fat; can warm the stomach to protect the stomach. Different effects also have different consumer groups.
1, white-collar: drinking Pu-erh tea can reduce radiation, relieve physical and mental stress.
2, men: drinking Pu-erh tea can wake up the enemy smoke, eyesight and tranquility.
3, women: drinking Pu-erh tea can beauty and slimming, clear fire detoxification.
4, middle-aged and old people: drinking Pu-erh tea can lower three high, anti-aging.
Third, the network marketing strategy
(a) product strategy:
We have a lot of products, divided into two categories, one is our own products, a class of other businesses. Our products have "cloud products", with a unique, in the future has great potential for development. Each product has a certain life cycle, consumers are easily bored with a product for a long time, the development of new products can retain old customers, while attracting new customers.
Other merchants have products such as Daiyi, Xiaguan, Longyuan, Mengdai and Icelandic Hu. These products help consumers enter when searching for similar products, increase popularity and sales, and quickly mention our credit rating.
According to the different effects and consumer groups of Pu-erh tea, we sell all kinds of Pu-erh tea to meet the needs of different consumers. For example, the target consumer group of Daughter Tea is white-collar workers; Mini Tuo Tea is for the convenience of white-collar workers in the office.
Product combination sales: product matching sales, while subtracting some of the price, can stimulate consumption, while driving the sales of other products.
(ii) price strategy:
Consumers are not the same spending power, the price is very important to consumers.
1, discount pricing: part of the sale has been a long time and the cost of goods is low, you can use discount pricing in the late or holidays to make consumers feel that they take advantage of a great bargain.
2, tail number pricing: the price figures do not enter the bit, and keep the zero, so that consumers have a low-priced psychology. Priced at about 100 dollars of goods, set at 110 yuan, consumers think it is more than 100 yuan of products, set at 98.
3, ultra-low price: choose a suitable tea, the price is set relatively low, consumers are searching for the product is easy to find, and then into the store, increase popularity, but also promote the consumption and sale of other products.
(C) promotional strategies:
1, network advertising strategy:
According to different consumer groups, you can advertise on different websites, but also in the store's home page to advertise to attract consumers.
2, sales promotion strategy:
① Special promotions: for consumers, special promotions can attract more consumer attention. You can use special promotions in the holiday season, through low prices to attract customers to buy.
② gift strategy: many consumers like a little cheap, give a small gift easy to make them feel good about the store. Of course, there can also be "buy one get one free" or "add a dollar to give away other products" and other activities.
Software strategy: Taobao has a lot of software can be put into the store to promote consumption, such as: "daily specials" can be launched at regular intervals a tea. Consumers are susceptible to the "specials" of the impact; "Group Buying" software, there is a countdown, many consumers have to follow the trend behavior, we all buy, then buy their own, especially when the countdown to the end of the time.
Fourth, the site promotion
(a) network advertising strategy:
1, through train: Taobao through train promoted baby, as long as you want to come to Taobao to buy this baby people can see, greatly improving the baby's exposure to the store to bring high traffic and sales.
2, mail: every once in a while to frequent shoppers or groups of consumers to send mail.
3, store advertising
① planning period before the launch of the product image advertising.
② holidays, major events before the launch of promotional advertising.
(B) search engine marketing:
1, keywords: consumers in the purchase process is generally the same as through the search engine, enter the approximate name of the product, in the search by category. A good set of keywords will help consumers find their own products.
2, the station's SEO:
① station connection: the use of each section of the content relevance, as well as the site map, to build a large number of station connection, to improve the page views throughout the day.
② site structure: the use of HTML static page design home page, reduce the frame and the use of dynamic elements.
(C) activity marketing strategy:
Taobao service has a lot of activities, try to participate in the activities, increase store exposure. For example: trial center activities, Amoy gold, bargaining group buying. Choose the activities you can participate in to participate.
(D) soft promotion:
Soft respectively stand to the user's point of view, stand to the industry point of view, stand to the media point of view to the planned writing and release of the promotion, prompting each soft to be able to be a variety of websites to be forwarded to the release, in order to achieve the best results. The soft text should be written in such a way that the user can read it, and the title should be written in such a way that it attracts the website editors, so that the best publicity effect can be achieved.
V. Budget
1, the recruitment of personnel: 1000 ~ 1500 yuan;
2, market research: 800 ~ 1500 yuan;
3, site optimization: 500 ~ 1200 yuan;
4, the network publicity: 8000 ~ 15000 yuan.
5, miscellaneous expenses: 1500 ~ 2000 yuan;
Total: 11800 ~ 19200 yuan
Food Marketing Plan Part 3I. Preface
Liquor trade fairs are considered to be a relatively common exhibition in the national exhibition industry, due to the vastness of the market, resulting in many regional cities compete to hold wine fairs. In addition, the National Sugar and Wine Fair is held twice a year, which is very large in scale, so it is more difficult for small sugar and wine fairs around the country to become large-scale exhibitions. Under these conditions, as a newcomer to the Nanjing National Exhibition Center, I and another colleague formed a project team to ****together with the planners to organize a new exhibition. Project team, *** with the planning of the regional characteristics of the Jiangsu Sugar and Wine Club - "20xx China Jiangsu Liquor and Food Fair", some experience, with the majority of counterparts *** Vigor.
Second, the background of the project
1, in the project before the project, we have done a relatively comprehensive market research, the survey is aimed at manufacturers and distributors. Our pre-show tone is to do regional exhibitions in East China, so the target market is also Jiangsu-based, radiation, Zhejiang, Anhui, Shandong, Shanghai and other places, the survey channels mainly through industry magazines, personally call customers or personally visit.
After about two weeks of investigation, we came to the conclusion that there are more than 800 nationally renowned wineries, and there are 230,000 liquor dealers in the province of Jiangsu ****; for manufacturers, some of them are not willing to participate in the national Sugar and Wine Fair, because the show is too general can not play a role in solving the problems of the regional market, and even if they participate in the national Sugar and Wine Fair, the purpose is to communicate with existing dealers, so in a certain sense they are welcome to this regional show. In a certain sense, they are welcome to participate in this kind of regional sugar and wine fairs; for dealers, it is very easy to participate in the National Sugar and Wine Fair to get lost in the vast ocean of products, and there is no opportunity to distinguish the advantages and disadvantages of the products, resulting in a certain degree of asymmetry of information, and to participate in regional sugar and wine fairs are different, with fewer exhibitors, a clear environment on the scene, and more opportunities for deeper communication, etc. So based on the results of the survey, we believe that the market has the potential to be a good place to grow and develop. So based on the results of this survey, we think the market is there, depending on how we plan.
2. In the process of market research, we got a more exciting information, Jiangsu Provincial Government and Jiangsu Provincial Economic and Trade Commission have been advocating the revitalization of Suzhou wine in the past few years. As a major province of national alcohol production and consumption, the competitiveness of Suzhou wine has been declining year by year in the past few years, and the provincial government has been seeking a way to revitalize Suzhou wine, and as a professional exhibition, our exhibition should play a role in revitalizing Suzhou wine, so we found the provincial economic and trade commission, and we immediately got the attention and support of the relevant leaders, which made us even more optimistic about the prospects of the exhibition.
3. At the same time of planning, we also got the strong support of the provincial liquor management office, which provided us with a lot of industry information, which greatly facilitated our market research work.
Three, before the exploration
According to the original idea, we intend to cooperate with a famous domestic liquor magazine, because their customer resources are very rich, and the most important thing is the participation of exhibitors. At the beginning, we discussed the cooperation very smoothly, and even have been discussed to set up a south and a north of the two investment center, the basic idea of the formation of the time, the other party suddenly said to give up, resulting in a lot of our previous work are in vain.
But others can give up we can not, so we comprehensively modify the planning program, reconsider the mode of operation, but this time is already in March 20xx, from the scheduled exhibition only more than three months of time, and the organization, recruitment and other important work have not made any headway, time is still too late? After the discussion of our project team, we think it is possible, depending on whether the planning is in place.
So we decided to fully rely on our own, while fighting for the support of the relevant government departments, at this time our feeling is that we must not rely too much on others, should give themselves a back road, and we have no back road at this time, only to go on.
Since the customer resources are not readily available, rely on their own to find; there is no experience that can be drawn on, rely on their own to fumble, next year is not also into the experience. So after consulting with the higher-ups, the project operation continues.
Fourth, the basic operation of the idea and organization to build
After nearly a week of hard work, finally the exhibition organization to build a good, and at this time the exhibition invitations have been finalized, so in the moment of finalization, we rushed to find the printing company to print overnight, at this time it is the race against time ah! Two days after the finalization of the draft printing out, a week later we sent out nearly 4000 invitations.
The organization of the exhibition is including the provincial and municipal governments, led by the provincial Economic and Trade Commission, the Provincial Liquor Management Office, the Provincial Liquor Circulation Association and the Nanjing National Exhibition Center for the basic structure of the specific contractor, investment personnel invited by ourselves, with the outside exhibition companies to organize the exhibition work together, the publicity work is fully activated, the activation of the pre-collection of customer information, timely feedback on the market information, which is less than three months before the opening of the exhibition. The opening of the exhibition is less than three months away.
In addition, one of the slogans of this exhibition is "Revitalize Suzhou Wine", to which the Provincial Economic and Trade Commission attaches special importance, and tries to make a certain contribution to the further development of Suzhou wine through this exhibition. On this premise, the exhibition has received strong support from the economic and trade commissions of various regions in Jiangsu Province, and the economic and trade commissions of the cities in Jiangsu where famous wines are concentrated, such as Suqian, Xuzhou, and Huai'an, have made it clear that they will organize delegations to participate in the exhibition, which guarantees the scale of the exhibition.
V. Selling point planning
Every exhibition with vitality should have differentiated selling points, and our exhibition is no exception. We have done a lot of work in selling point planning, summarized as follows:
1. "The basic idea . In the exhibition held at the same time we also arranged the industry summit forum, that is, exhibitors in the exhibition at the same time and can communicate with government officials, market experts and other on-site, increasing the added value of participation.
To this end, we especially invited the vice governor of Jiangsu Province, the Ministry of Commerce in charge of the exhibition leaders, the Secretary-General of the China Alcohol Business Association, experts of the Institute of liquor experts, supply chain management experts Association of leaders and so on to make a wonderful speech from the policy, the market and other perspectives of the industry's prospects for development; at the same time, there are also representatives of the manufacturers of manufacturers on the effective combination of speeches, the scene atmosphere is very warm, the exhibitors were able to participate in the show at the same time. For many exhibitors, the ability to participate in such a meeting is also of great significance.
This meeting is the largest industry summit in Jiangsu Province, setting the tone for the future development of the industry.
2, specifically organized dealers to participate. Designed a special dealer invitation letter, in accordance with the Liquor Circulation Association to provide information on the thousands of dealers in Jiangsu Province, by fax, mail, letter and other ways to send, to invite the dealers to the meeting, for the exhibitors, the effectiveness of the exhibition largely lies in the number of participating dealers how much, so we have done a lot of work in this regard.
3, specifically set up a "new product promotion", the organizing committee to take full advantage of the resources of the Nanjing National Exhibition Center, to provide free venues for the need to do on-site promotion of manufacturers, and is responsible for manufacturers to organize dealers, we do a good job of related services.
4, strict control of the number of advertisements outside the venue, according to many manufacturers to participate in the National Sugar and Wine Fair response, too much outdoor advertising is very much affected by the effect of the exhibition, a lot of small business advertising is completely submerged in the sea of advertising in the large manufacturers, and the scene in addition to advertising nothing substantial, so we would rather not have this part of the profit, but also to ensure that the interests of exhibitors, which makes the scene Active but not cluttered, organized but not cold, well set off the exhibition.
5, put an end to on-site sales. But all the products into the field, if you want to go out need to hold the organizing committee of the door card, the security guards can be released, so as to put an end to the chaotic situation of on-site sales, because our original intention is the effective communication of manufacturers, not on-site sales, so the atmosphere of the scene is very good, not messy.
6, we set up a special media reception point and professional audience reception point, collected more than 900 business cards of professional visitors, after the meeting, we organize business card information were distributed by e-mail or fax to various exhibitors, so that they follow up the contact.
7. During the exhibition, we especially invited the media to conduct interviews with several major wine brands in Jiangsu, such as Yanghe, Shuanggou, etc., which greatly enhanced the image of the exhibitors and boosted their further development.
Sixth, integrated publicity strategy
Publicity is the focus of the exhibition, in order to improve the effectiveness of the advertisement, we exhaustively analyzed the characteristics of the industry, and formulated an integrated publicity strategy:
1, the joint industry portals such as the sugar and wine business network, China Sugar & Wine Network, Sina.com, Chinese enterprise network and other types of portals. Portals, take the way of advertising exchange, the two sides do not generate costs, each other for the exhibition to do publicity, the exhibition for the website to do the journal publicity or provide free on-site standard booths and other ways of exchange, so that there is a certain publicity effect in the industry, and the cost can be said to be no.
2.
2, due to the province's wine-producing city group exhibitors, in order to better regional publicity, we chose Suqian, Xuzhou, Nantong and other places to do a few issues of regional newspaper ads, the time to choose the opening of the month before, because this is the peak of the recruitment of the exhibition, the ads this time nearly two weeks of bombardment, the effect is very obvious, the recruitment of the phone calls, and finally the Suqian pavilion of nearly 40 standard booths, Xuzhou In the end, the Suqian Pavilion had nearly 40 standard booths and the Xuzhou Pavilion had more than 30 food pavilions and nearly 40 booths, which greatly exceeded the expectation.
3, in March in Chengdu Sugar and Wine Fair, we sent a special person to the meeting, carrying our special recruitment letter, the focus of the customer is the exhibitors in the East China region, the effect of on-site communication is more obvious, a lot of exhibitors are concerned about our exhibition from that time.
4, because the venue is Nanjing, so Nanjing local publicity is essential. We produced a special TV clip, broadcast on Jiangsu TV, Nanjing TV and other channels for a month, the effect is good, the local influence in Nanjing is very good, which can ensure the popularity of the scene.
5, in order to expand the publicity, we got in touch with Beijing's "Famous Brand Times", they agreed to produce a few special issues for our exhibition, the name is called "Sugar and Wine Special Edition", so that the publicity went to a lot of places in the country, especially in Beijing and other places.
6, in the industry more influential magazines are "Sugar, Tobacco and Wine Weekly", "New Food", "Brewing Science and Technology", etc., we were published in these magazines nearly 15 issues of the exhibition ads, and incidental to the issue of a number of articles in the soft ads, the effect is also relatively good, especially these magazines circulation is very large, the target customers are very professional, is the industry's very influential publications!
7, in April, we held the first press conference, especially invited the Secretary General of Jiangsu Provincial Party Committee to attend, invited the Jiangnan Times, Xinhua Daily, Modern Express, Yangzi Evening News, Nanjing Daily, Jinling Evening News and other major newspapers and magazines in Nanjing, and then sent the first series of publicity; half a month to carry out the time, we are also Several major newspapers in Nanjing comprehensive publicity for a week, do a good job in the early warm-up for the site to enhance the popularity of laying the foundation.
8, Nanjing National Exhibition Center has a lot of outdoor advertising billboards, after we actively strive to get a 400 square meters of outdoor billboards in the National Exhibition Center for the exhibition's publicity, we asked a special design company to produce the external advertising screen, from a distance to see the very eye-catching, the billboard facing the Xinzhuang overpass and the entrance to the tunnel of the Xuanwuhu Lake, the passing traffic is very dense; so our advertising stands. Our advertisement has been standing for almost two months and the result is very good.
VII. Conclusion
In the afternoon of July 26, 20xx, the exhibition was officially closed, according to the administrative department of the National Exhibition Center of the site of the satisfaction survey, the satisfaction of the exhibition reached 89%, the first half of this year, all the exhibitions in the highest satisfaction of the exhibition. By the way, a few exhibitors left the exhibition early because they found several large dealers and were eager for specific negotiations, so they had to end the exhibition early, which also shows that the exhibition is still relatively successful from another angle; however, due to the different nature of the enterprises and the difference of the site situation, there is still a part of the enterprises that are not satisfied with our work, but after all, it is the first time for us to do this kind of exhibition, and the shortcomings are unavoidable. We hope that the second exhibition next year will be more successful.