At present, the penetration rate of instant noodles in the market has stabilized and increased slightly among urban residents, but the average monthly consumption of instant noodles by urban residents has declined. In order to make a new choice for brands that buy instant noodles in the future, the first problem to be solved is the target consumer group of our products. This is a group of college students who need a lot of instant noodles for both time and money.
Students prefer instant noodles, because it is more in line with students' fast-paced lifestyle and convenient psychological characteristics, so it is easier to win their love. This may be related to young people's loose diet and busy work and study. In this way, instant noodles can be used as snacks, snacks and meals in their lives, thus becoming their real convenience food.
Before every new product enters the market, there is a process of how to gain consumers' cognition and acceptance, and then take action to buy and use it.
I. Market analysis
When you draw up a preliminary plan, you should consider what to do next. From the marketing point of view, it is to find the target customers, products, advertisements, price advantages, after-sales service and promotion. In fact, a truly powerful brand can not be separated from the recognition and support of consumers, so it is the key for all brands to occupy the market to study and analyze the characteristics and consumption behavior of consumers and conduct in-depth research on brands.
1, students have the highest consumption desire.
Because college students study hard, they often sleep at midnight. Generally, they want to eat something to satisfy their hunger and refresh themselves at this time. In the student dormitory, almost everyone eats one or two packs of instant noodles every night. In addition, college students are not only one of the main consumers of instant noodles at present, but also an important consumer of instant noodles before graduation and marriage. Sending samples among college students can not only quickly open the current market, but also cultivate the future market. Therefore, the activity should be selected in the student dormitory with concentrated target consumers, high population density and great potential to buy instant noodles, which is highly targeted.
2. Establish high-quality brand connotation according to local conditions and create a brand-new image.
Effective classification of instant noodles;
XX series (excellent quality, high-quality life for teachers and students)
XX2003, XX gifts (good brand appeal, serving boys with big appetite)
XX crispy noodles (catering to market demand and targeting girls)
Cup and noodle series (high-grade products to meet market demand, preferred by girls with small appetite)
3. organically combine promotion with packaging.
Generally speaking, a bag or bowl of instant noodles has only one noodle, but now a bag can hold two noodles. There are many market opportunities for this idea:
(1), a piece of dough with the same weight is divided into two parts, and the appearance is "big" without increasing the weight. A bag looks as big as two bags. Although the weight has not increased, students can obviously feel "affordable" and their competitiveness can be significantly improved.
(2) Divide the heavy flour into two parts, and eat them in two flour packets at the same time. Two people eat or one person eats twice and one person eats once. In other words, it can meet two kinds of consumer demand.
(3) Simplify the packaging and concentrate the value on the product itself to the maximum extent. On the one hand, consumers can get greater benefits, on the other hand, manufacturers can also get greater benefits.
4. Product pricing
Pricing should be within the acceptable range of student consumers. Because they are all students, their spending power is limited, and most of them are at the middle level of consumption. If the price is too high, it is not conducive to the sales of this product. Selling at a low price is an ideal method.
Second, the marketing channels of instant noodles
According to the existing actual situation, the posters of new instant noodles are widely publicized and posted, and the instant noodles are refined and distributed by using the "deep distribution" system.
(1) sample delivery
There are many forms of introducing new products to college students, among which, apart from the common practice of advertising, sample delivery is a more practical form. It is a promotional activity for manufacturers or distributors to give free samples of goods to target consumers. The purpose is to let consumers personally experience that the products of this brand are really different among many competitive brands, and have obvious advantages in quality and efficacy, so as to try to buy in small batches and buy in large quantities for a long time, and finally become loyal customers of enterprises. Compared with TV advertisements and newspaper advertisements, sample delivery is aimed at potential buyers. Judging from the promotion effect, if the manufacturer gives the samples to consumers for free, it will cause a high trial rate among consumers. Seeing in One Hundred Stories is believing. As long as they feel that the quality is obviously superior to similar products after trial, they will sprout the motivation to buy. This kind of purchase is based on the understanding and trust of product quality, and consumers can easily become long-term loyal buyers of promotional goods. Authentic products can always win the recognition of consumers in the end.
The specific delivery method is: send a large number of people to send instant noodles to each student next to the dormitory, each with a pack. Students who receive instant noodles should sign the notebook of the food delivery staff and leave their dormitory and telephone number for information feedback. The words "Not for sale" are printed on the upper right corner of the front of the instant noodle packaging bag. Methods: Two bags of empty instant noodles were collected for exchange. Prizes: toothpaste, photo album, rice spoon, etc. , choose one, and indicate the detailed time of the activity. The purpose of this activity is to let college students have a new understanding of the improved instant noodles, and they can like them after tasting the samples so as to buy them in the future. College students eat the most instant noodles. If they taste the samples and have a good impression, they can greatly improve the popularity of instant noodles among the target consumers in a short time and create a high trial rate of products.
1, from the specific operation point of view.
The activity allows the delivery staff to deliver goods directly to the student dormitory instead of standing on the roadside, which not only spreads widely, but also avoids repeated delivery and saves delivery costs. Secondly, after delivery, asking the recipient to sign and leave his phone number is helpful to determine the delivery effect, facilitate further consultation with consumers, and also prevent the delivery personnel from practicing fraud.
2. From the perspective of promotion practice.
Send samples to match the advertisement. At the same time, advertise in other media, inform consumers of the information of free samples before sending them, and make every effort to inform consumers clearly and conspicuously in the advertising copy. Here is a free sample, and I will give it to you. You can also send out advertising leaflets at the same time, introducing the main advantages of goods on the leaflets and telling consumers where to buy such goods. If there is no advertisement attached to the delivery activity, it will be puzzling that someone suddenly sends a pack of instant noodles. Since this promotion is aimed at college students, it is necessary to send people who can communicate smoothly with them to promote it. For example, it is a good choice to temporarily recruit promoters among college students. Students and students have the same language, which facilitates communication and helps to gain mutual trust. Especially foods like instant noodles. If you don't have a certain sense of trust and don't know its true intention, I'm afraid few people will eat it. In addition, the delivery personnel should be trained before delivering the samples. When making contact with the distribution object, the distribution personnel should be sincere and enthusiastic, and they should not give samples to consumers like charity, otherwise it will damage the image of products and enterprises, and consumers will also have resistance to the promotional goods. Therefore, dispatchers should use standardized polite expressions and oral publicity materials, and print them out in advance and send them to each dispatcher for memory and assessment.
(B), the establishment of a website
1, the purpose of website establishment
Apply for establishing an easy-to-remember domain name, and make a home page with sound, shape and appearance by using pages such as FrontPage, DreamWaver and FireWorks, which is convenient for promotion. Label all instant noodles with pictures, text descriptions, prices and other information. In order to increase popularity, we can also build a forum, set up some columns that students like, such as online literature, university radio, cool guys and beautiful girls, invite school celebrities to pour water on BBS and encourage everyone to be moderators. This is called increasing the added value of products, so that everyone can buy happily and worry-free
2. Promotion of the website
Online promotion and online promotion are mainly adopted:
(1), registered in the school BBS;
(2) Make the service purpose and contact information of instant noodles (telephone number, email address, QQ number, dormitory number) into a signature document, so that students can also play an indirect propaganda role when speaking in BBS;
(3), conditional can run a free e-magazine, regularly tell all the students discount information and sales information;
(4) In the forum of the website, ten outstanding irrigation youths are given material rewards every week.
Offline promotion methods are:
(1), to carry out work-study programs in schools, please join the league for publicity;
(2) Make posters regularly and post them in poster columns, canteens, dormitories, etc. Every poster will have a novel title and the focus of publicity. For example, a certain issue of instant noodles is promoted to male compatriots, so the main title of this issue is: Happy instant noodles-online home for boys; The other issue is more popular, and the slogan is: Happy instant noodles-enough for every day;
(3) Providing sponsorship in large-scale competitions between departments can achieve good results with a small intention.
In short, don't miss any opportunity to improve the popularity of instant noodles. With popularity, business opportunities come. Although there are hundreds of instant noodle brands on the market at present, there are only a few brands with real scale and advantages. Therefore, it is also an effective way to promote the brand by starting school sales. Therefore, it is necessary to improve the market of school instant noodles from the aspects of noodle quality, ingredients, packaging or product price difference. Because instant noodle food itself has its own unique advantages, such as life needs, portability, large room for product change, convenient transportation, large-scale marketing, low unit price, easy promotion and so on. As long as the taste and quality of products can form students, they will naturally be competitive in school.