Network Marketing Plan for Hometown Specialty 1 Since the reform and opening up, people's living standards have been greatly improved. People are not only satisfied with eating enough and wearing warm clothes, but are more willing to pursue healthy eating habits. Therefore, green eating and pollution-free have become people's first choice. Let me introduce our local specialty and its product marketing plan, so that it can go out of the local area and bring more delicious food to people. Product marketing plan relies on its own brand advantages to ensure products. Constantly improve varieties, bring forth the old and bring forth the new, and develop high-end products and innovative products with fine packaging. The packaging should be of high grade, meet the psychological needs of high-end customers, occupy the high-end market, and win by surprise.
I. Analysis of product market conditions
1. Product Description:
As the specialty of my hometown, day lily was planted in a large area in xx field of X county more than 200 years ago, so it was called Wu cuisine. Quxian specialty. The planting area is more than 40,000 mu, with an annual output of xx,000 Jin, ranking among the top in China. Day lily in X County is famous for its unique 7 stamens and 6-8 petals. It is famous all over the country for its bright yellow color, rich fragrance, fat meat and thick stems. Therefore, it is also called "after China day lily". Day lily in Quxian county is rich in protein, crude fiber, ash, calcium, phosphorus, iron, carotene, thiamine acid, nicotinic acid, riboflavin, vitamins A, B, C, E, selenium, and plant polysaccharides, and has the functions of digestion, detoxification, blood pressure lowering, lactation, diuresis, appetizing and tranquilizing. Day lily in Quxian county is a delicacy at the banquet.
2. Product market analysis:
X county is a county-level city full of vitality, rich in water and soil resources, and natural conditions are suitable for the planting and development of yellow flowers. With the favorable opportunity of the county government to vigorously develop green industries and the formed clustering effect of green industries, it has become a green business card of Quxian county. With the continuous improvement of people's living standards and the gradual enhancement of health care awareness, green products have broad development prospects and huge market potential.
At present, many farmers in X county plant yellow flowers as a cash crop. With the brand of yellow flowers starting, yellow flowers have a tendency to go out of the province. At present, few companies in Quxian county are selling day lilies, and there is still a lot of room to sell them in the market.
3. Product competition analysis:
With the improvement of living standards, the enhancement of business awareness, the public's favor for green products, and the government's support and investment in green industries, the Huanghua brand has just been established and is still in its infancy, and the brand awareness has just risen. Few companies have participated in the competition, and the company has just started, and there are still many shortcomings. I believe that with the passage of time, the company will slowly develop and expand, selling the specialty products of Quxian County so that everyone can taste delicious Huanghua.
4. Consumer groups:
Suitable for everyone's consumption, without any substances harmful to health, it is a good thing for cooking and giving gifts.
5, product marketing planning-internal and external environment analysis:
A, internal environment analysis:
★ Advantages: As a local brand with strong affinity, daylily enjoys a good reputation in the county, which reduces a lot of publicity costs and is conducive to promotion. Investors have strong brand awareness, strong sense of success, strong comprehensive quality, strong marketing and advertising awareness, certain social resources, a certain economic foundation, and have formed a part of stable customer resources.
Disadvantages: It is still in its infancy, with low market share, no own marketing network and team, lack of personnel, single channel, imperfect products, and its own Huanghua base, so it is difficult to ensure stable product quality, rough packaging of finished products, inadequate preparation of holiday products, strong arbitrariness in management, and mainly ideas, and it is not a corporate operation. We should make our own product portfolio, highlight key points, really go out and form economies of scale.
B, external environment analysis:
★ Opportunity: The natural conditions of water and soil in Quxian county are suitable for the planting and development of yellow flowers. With the favorable opportunity of the county government of X county to vigorously develop green industries and the already formed climate of green industry clustering effect, * * * will create a green business card for Songyuan.
With the continuous improvement of people's living standards and the increasing awareness of health care, the market prospect of green products is broad; The concept of green, healthy and distinctive gifts, the pursuit of returning to nature and original ecology and psychological needs, the psychology of comparing gifts, high-end consumption is not afraid of expensive, as long as it is special and refined.
★ Threat: Due to the low threshold, the group will expand, and a good price system cannot be guaranteed. Multi-brands divide the market, and the final brand is the guarantee.
Second, the product marketing strategy
(A) product marketing planning: mainly based on the 4p rule, marketing.
Enterprise Market Positioning: Building the First Brand of Quxian Specialty Marketing
Product market positioning: low, medium and high-end gift boxes of green products.
Target consumers: all kinds of consumers.
Product market segmentation: high-end products, high-end products, low-end products and low-end products.
Profit point: high-grade, medium-high-grade gifts
Selling point: Highlight the brand of Huanghua.
★ Product: Ensuring product quality is a magic weapon for long-term success. Constantly improve the product system, bring forth the old and bring forth the new, and develop high-end products and innovative products with fine packaging. The packaging should be upgraded to meet the psychological needs of high-end customers, and they are not afraid of being expensive, occupying high-end markets and winning by surprise.
★ Price: basically reasonable, depending on the market, and competitive.
★ Channel:
Large supermarkets in the county:
The large supermarkets in the county are mainly Kaige Supermarket and Chongkelong Supermarket, and there are many chain stores. No matter the shopping environment, scale, popularity and popularity, Kaige Supermarket is the most famous. Complete categories, good packaging design, small packaging, vacuum packaging, and factory promoters.
Community grain and oil convenience store: it is the main place for families to consume yellow flowers, which is found in all communities. Because of its door-to-door delivery, it saves time and effort and is very popular. There are various channels for loading goods, and the products are mainly middle and low grade, with different brands and easy communication. Big customers: Group buying is also a very important sales situation. Some units have the habit of setting up canteens and offering benefits to employees, but the specific consumption varieties are diverse, and many of them have fixed cooperative relations, focusing on grasping the leaders in charge of logistics of enterprises and hiring special personnel to make telephone marketing appointments. It is best to establish long-term business relations, especially festivals.
As the main consumption place, hotels can also try to establish long-term cooperative relations through marketing.
Large-scale grain and oil wholesaler: It has a large network coverage and is most famous for its huge grain and oil, but it mainly sells its own brands. With the help of online marketing of wholesalers, it can form quantity and win by quantity, saving a lot of manpower and material resources, but it is difficult to clinch a deal before the products sell well, and the release price is lower, so it is necessary to leave enough profit space for them.
It is suggested to make your own terminal store in the early stage, and then enter the circulation when the products are recognized by the public.
Regional medium-sized supermarkets: because of people's consumption habits and the principle of convenience, medium-sized supermarkets are also one of the consumption places. Some supermarkets bring grain and oil, but they have not formed a climate and need further development.
Direct stores: the company has direct sales stores in many places, and customers can go to the stores to buy them.
★ Promotion: Focus on the brand "Huanghua" from a macro perspective, and adopt different marketing strategies according to different sales channels from a micro perspective.
1. Macroscopically, it is mainly to do a good job in holiday marketing, publicize Quxian specialties, gather famous products, and focus on the brand Huanghua;
Concentrate on fully participating in the Yellow Flower Festival, do integrated marketing, print picture books, handbags, publicity color pages, on-site display and sales, etc.
Integrate resources and launch the "Buy Yellow Flower Specialty to Win Tourism Award" and so on;
Website construction and promotion: e-commerce website marketing can be established.
2. Microscopically, the marketing of grain and oil stores uses promotional methods such as posters and work clothes to encourage purchases. A certain amount of purchases can change the plaque picture for the owners, and at the same time, it also promotes its own brand and expands its influence.
Holiday marketing in large supermarkets can be huge outdoors, expanding popularity and reputation. At the same time, in terms of promoters and group purchases, we should seize the main person in charge and give certain benefits.
(B) product marketing planning-resource allocation:
1. Set up a marketing team.
Special person is responsible for the development of key customers, looking for customer information, establishing customer files and conducting telemarketing. It is a long-term project, mainly for women, 1-2 people.
Special person is responsible for the development and maintenance of supermarkets, grain and oil stores, the second batch of merchants and Waifu, with 3-4 people.
2. Transportation to the market, involving delivery and after-sales service, should be equipped with a delivery truck, and make car body advertisements to form mobile advertisements.
3. Personnel positioning is accurate, the division of labor is clear, the length of employing people is long, each carries out its own duties, and the corresponding authorization, and the treatment of business personnel is discussed separately.
(3) product marketing planning-advertising plan:
Advertisements can be placed on bus platforms, online, SMS, TV stations, promotional New Year pictures, etc., especially on TV and online, to get the brand started.
(4) Sales target: At present, we only consider starting the brand first, occupying the market quickly, expanding the brand's popularity and realizing profitability within five years.
Network Marketing Plan for Hometown Specialty 2 Native products are sold because customers find it has better performance and higher value or because they are unique. Therefore, the promotion of local products and new products should discover and understand customers' expectations, consumption trends and habits according to customers' cognitive needs, and then strive to meet and exceed customers' expectations. Finding out what makes native products better, more valuable or more unique, and how to deliver these benefits to customers better than competitors is the key to the success of native products. If these customer needs can be identified and reflected in the promotion of new native products, then enterprises can succeed.
First of all, the market analysis: X-state side dishes belong to the category of local products, and the competition of local products in the market is fierce. Their product positioning is generally gifts and giveaways, and their marketing channels are self-built direct stores, wholesalers' cooperation and retail stores. Their advertising features emphasize health and history. Demand situation: Many people give gifts on holidays, bring special products home or buy them for sightseeing. Local promotion is very good, the effect of large-scale promotion is limited, and the import and export demand is rising.
Secondly, it is self-analysis: the main products of X-state side dishes are: well-known assorted side dishes, shrimp oil products, shrimp sauce and salted vegetables with more than 100 varieties in five categories. Assorted dishes were founded in the Kangxi period of the Qing Dynasty, with a history of more than 300 years. They are famous as royal tributes. Emperor Qianlong was full of praise when he visited Jinzhou to worship his ancestors, and he wrote a couplet with a pen: "The famous earthquake is 900 miles beyond the Great Wall, and the taste is over the thirteenth floor of the south of the Yangtze River", and horizontally approved: "Assorted dishes". In 1992, Mr. Pu Jie wrote this couplet again and inscribed the name of the factory. This cultural heritage has been used in product packaging and decoration, making assorted dishes a historical and cultural product. It has a profound cultural heritage and a reputation at home and abroad.
Finally, the planning scheme is as follows:
Positioning: Gifts and home-cooked dishes can be bought not only in special circumstances such as holiday travel, but also as common food all year round. If it is simply used as a gift, it will be limited by the season, and X-state side dishes are not luxury goods. And positioning including home-cooked dishes can break through traditional thinking, expand sales and expand market share.
Pricing: layered and packaged pricing, suitable for gifts and home-cooked dishes respectively.
Emotional appeal: It's warmer to eat with friends and family. Injecting emotional factors makes the advertising language, which is flooded with local characteristics and cultural connotations, unique and more human.
Unique charm: Emperor Qianlong wrote, "The famous earthquake is 900 miles beyond the Great Wall, and the taste is over the 13th floor of the south of the Yangtze River", and the horizontal criticism is "assorted dishes". With historical origins, build brand culture and brand image.
Promotion means: As an exhibition and exchange project in Jinzhou Foreign Exchange Culture Festival, set a benchmark for deep processing of agricultural products and enhance the image of well-known brands. Establish local specialty promotion institutions in Jinzhou, take products to various expositions and exhibitions, participate in agricultural programs, sponsor TV programs, and let more dealers know about Jinzhou side dishes. Use online media for publicity.
Distribution channel selection: in the controllable area, it is cost-effective to establish direct stores; Choose large local wholesalers in undeveloped areas; Choose direct supply of large supermarket chains and retail stores in the city. Choose a variety of distribution channels according to the actual situation, avoid the shortage of a single channel, and make good use of various distribution forms to achieve the overall effect.
My hometown is located in the central city of xx province ---xx. Among them, Nanyue's Yunwu tea has a long-standing reputation and is a representative of hometown specialties. Hengshan Mountain is majestic and beautiful, and tea trees are flourishing. The Yunwu tea produced has a beautiful shape, rich fragrance and long-standing reputation. As early as the Tang Dynasty, it has been listed as a tribute. Xx tea has a unique shape, with a long blade tip, which looks like a sword. It is bubbled with water, with the top facing upwards, bright green in color and sinking in the bottom of the water, just like jade flowers and colorful charm. In particular, the rich fragrance is refreshing, sweet and intoxicating; sweet, pungent, sour and bitter, and it is memorable for a long time. The marketing planning of xx tea mainly relies on its own advantages. Under the premise of ensuring product quality, it constantly improves varieties, brings forth the new, develops products and innovates products, and meets customers' psychological needs for consumption.
Historical materials
In ancient times, people's lives were no different from those of birds and animals. They wore bark, ate wild fruits and lived in caves, leading an extremely hard life. The most terrible thing is that in the cold winter every year, people are hungry and cold, and they have no livelihood. As a tribal leader, Emperor Yan Shennong was very anxious. One day, suddenly a Zhu bird with red feathers flew in, with a grass with nine ears in its mouth. Zhu bird kept shaking the ear of rice in the sky, and in a flash, the birds flew up and down to eat the ear. Shennong thought that if there were such spikes in the world, the people would not be hungry. So he ran after Zhu Bird. Where Zhu Bird flies, Emperor Yan will chase it. Emperor Yan followed Zhu Bird across mountains and rivers. In this way, he came to the south from the north. At this time, the south is already the season of warm spring in bloom. Seeing the vast Dongting Lake blocking the way, Emperor Yan was in a hurry and waved the whip he carried with him at Zhu Bird. Zhu bird was hit on the head by the magic whip and immediately fell down, and the ears were scattered all over the earth. Soon, green seedlings grew in Jiangnan. The Zhu bird that fell to the ground turned into a mountain, stretching for 800 miles, with abundant vegetation. This is Hengshan Mountain.
Since then, Emperor Yan has traveled all over the 108 peaks of Hengshan Mountain. He "tasted a hundred herbs, met 72 poisons every day, and got rid of it with tea", and was regarded as the tea ancestor. After his death, Emperor Yan was buried in Lingxian County, then the capital of Hengzhou, and the location of his mausoleum was called "Chaling". "Records of Hengzhou" reads: "Chaling people, the so-called valley raw tea and tea." Although it is only a legend, it is recorded in ancient books, so we boldly say: Hengshan Mountain in Nanyue is the hometown of tea, and it is no exaggeration! Time is too long, and it is impossible to prove when Nanyue began to plant tea. However, during the Tang and Song Dynasties, Hengshan was well-known at home and abroad as a "tribute tea", but it was proved by historical materials! There was once a Taoist named Wang Xianyao, who was ambitious when he was a teenager. In the first year of Tang Kaiyuan, he took more than 300 kilograms of Hengshan tea to the capital. The capital is so big that he doesn't know anyone. What should we do? Didn't he bring tea, so he set up a tea stall at the gate of the city every day to give tea to passers-by One day, I was suddenly seen by Gao Lishi. As a drink, tea just entered the north from the south in the Tang Dynasty, and it was mostly circulated among scholars and monks. At that time, tea was very expensive. Gao Lishi was surprised and asked him where he came from. Wang Daochang replied, I come from Nanyue and live in Jiuxian Taoist Temple. Because the temple was dilapidated and there was no money to repair it, I came to Beijing, hoping to make some dignitaries and raise some money through this way of giving tea. Gao Lishi told this story to Emperor Xuanzong of the Tang Dynasty. Emperor Ming of the Tang Dynasty was very moved, and immediately summoned him, and gave him gold, silver, silks and satins and Taoist classics, so that he could go back to the temple. In fact, Tang Xuanzong didn't know that Hengshan tea, which was regarded as a treasure in the north, was a common thing in Hengshan at that time, and it became common for people to grow and taste tea.
Hengshan tea not only contributed to the imperial palace and consigned to the capital, but also exported to Jiaotoe (now Vietnam) and other places. In the Song Dynasty, the book "The Handbook of the Chef" wrote: "Hengshan tea is a huge string of cakes, and it takes 100,000 yuan a year. It has reached Wuling since Xiaoxiang, and people who have crossed their toes often eat it." Ancient people considered that tea was not easy to transport, so they all made tea cakes, tied together with ropes, and hung in a string, which was about 80 kilograms. I'm afraid that the string of this "giant string" will not be less than 80 Jin. According to this standard, the annual output of tea in Hengyang at that time should be around one million Jin. Even today, this output and scale are also very high. It seems that Lu Yu's praise of Hengshan tea is not groundless. In this lonely life, Hengshan tea, which was called Yueshan tea in ancient times, is commonly known as "Nanyue Yunwu" tea in modern times and has been regarded as a tribute since the Tang Dynasty. In Tang Luyu's Tea Classic, there is a record that "tea comes from the south of the mountain and is born in the valley of Hengshan County". At the end of the Ming Dynasty, Wang Fuzhi wrote "Poem on Tea Picking in Nanyue": "The seedlings in the mountains compete for the long leaves of leeks, and the tea in the mountains is fragrant; why is Bugu busy?" There is also a record in "Yue Ming before the Rain" in the Qing dynasty edition of "The Legend of Nine Immortals in Nanyue Ancient View": "The tea of Shouyue is called good by Zhu Rong; Clouds act as curtains, and misty clouds act as curtains; Get the aura, borrow the means of people; Cheng Xin won't wait for seven bowls, and he will fight back a million sandmen. " There are dozens of poems by celebrities in ancient and modern times praising the "Clouds of Nanyue Mountain" Alpine Tea. The main producing areas are concentrated in Piludong, Yanxia Peak and Huagai Peak, with an altitude of 800 ~ 900 meters, where 1500 mu of tea trees are planted. Hu Yin, the 29th generation grandson of the Southern Song Dynasty philosopher Hu Hongmen, contracted 1500 mu tea garden under the name of Nanyue Forest Farm in 20xx, and established xx Province xx Co., Ltd., determined to revive xx alpine tea.
I. Analysis of product market conditions
1, product positioning
Starting from the concept of health, people pay more attention to drinks with natural water quality. We can seize the opportunity to expand the publicity of natural tea, expand the overall capacity of the tea beverage market, achieve the purpose of expanding sales, and concentrate on promoting the healthy concept of "natural tea beverage". Xx tea comes from Hengshan area, and water is the local natural spring water in Hengshan, which has natural advantages and is a favorable foundation for making natural drinks. Secondly, for young and middle-aged consumers who love sports, it can solve fatigue, so that they can get rid of fatigue quickly and devote themselves to work, study and life more quickly. For the elderly consumers, it is a natural healthy drink.
2. Market analysis
Market analysis: There are many varieties in the beverage market, but there are few in the field of healthy drinks. Xx tea has the unique advantage of healthy drinks, and it can take this bright spot as an opportunity to occupy a place in the beverage market.
Competition analysis: the competition of beverages in the domestic market is very fierce, there are all kinds of beverages, including Pepsi-Cola in the world, and unified iced black tea and green tea in the domestic tea beverage market; And orange juice and sprite. The competitive advantage is very severe, and it is difficult to build a brand in this field. However, based on the advantages of xx tea, that is, natural spring water, high-quality tea and unique packaging, it is inevitable to create its own field.
Product analysis: from the perspective of consumers. Product efficacy is the real selling point of the market. Today is an era of rapid economic development, and people are paying more and more attention to health. Our xx tea takes the tea produced in Hengshan Mountain and the spring water from Hengshan Mountain as the main raw materials, which can be said to be a relatively natural raw material and has great health benefits. The tea has the functions of relieving fatigue, resisting aging and resisting some bacteria.
Consumer analysis:
(1) main target consumer group15-30-year-old young people who love sports and work under pressure?
(2) people of other age groups in the secondary target consumer group?
(3) Analysis of the characteristics of target consumer groups
The target group has a fast pace of life, advocates a healthy and natural concept of life, knows a little about the benefits of tea drinks, and works hard to love sports and pay attention to health. However, the pressure of further education and employment in the real society makes them anxious and impatient, so they need to relax themselves by sports tourism. ?
Specialty analysis:
(1) Yunwu tea was named after it was produced in the mountains and clouds of Nanyue, and was called Yueshan tea in ancient times. Since the Tang Dynasty, it has been used as a tribute to the emperor. It mainly grows in Guangji Temple, Tiefo Temple and Huagaifeng at an altitude of 800- 1 100 meters. The climate here is mild and humid, and the soil is rich in organic matter, which is suitable for tea growth. In the Tang Dynasty, Lu Yu's Tea Classic said: "Tea comes from the south of the mountain, and it is born in the valley of Hengshan County." It can be seen that xx tea has long been famous. Yunwu tea, with tight and thin appearance and beautiful curl, is famous for its green color, strong fragrance, mellow taste and beautiful shape after boiling water. It was rated as high-quality tea in the famous tea appraisal in xx province, enjoying a good reputation at home and abroad.
(2) Advantages: Yunwu tea has great popularity, so it has great advantages in advertising promotion in the future. Hengshan is a famous tourist attraction, and tourists from all over the country come to travel every year. They have great need to drink Yunwu tea during their travels, which can improve the popularity and reputation of this product.
(3) Disadvantages: Boiled Yunwu tea is a kind of beverage, which is technically immature, with insufficient funds and lagging business philosophy.
(4) Opportunity: With the well-known brand Hengshan and the characteristics of healthy drinks, we can quickly improve our popularity, occupy a certain market share and establish a brand base.
(5) Threat: The competition in the beverage market is fierce and it is difficult to open the market. ?
4. Target strategy
Short-term goal: effectively win the attention of target consumers around xx through publicity and promotion activities, and promote sales. Improve brand awareness and preference.
Mid-term goal: strive to reach more than 20% in the surrounding areas of xx within a certain period of time, and expand to the Yangtze River.
Long-term goal: to become the first brand in the domestic beverage industry, establish a brand leadership image and gradually push it to the international market.
? Second, the marketing strategy?
1. Online advertisement
When we mention online advertising, we often think of all kinds of picture advertisements or pop-up windows on web pages. In fact, this is only a part of online advertising. Below we mainly use three forms of online advertising to promote xx tea.
Advertisements are generally placed in different positions on the web page, which attracts users' attention to advertising information while browsing the web information. Therefore, we can put the advertising pictures or information about xx tea in a prominent position on the corporate website, or even on well-known websites or websites with large traffic.
Keyword advertising Keyword advertising is different from online advertising or E-mail advertising published by web pages, and its carrier is the search results of search engines. By this point, we can promote our products to all users who have retrieval behavior through keyword advertisements. As a new type of cloud tea, liquid xx tea beverage has strong advantages and characteristics, which not only represents a tea culture, but also represents tourism culture. Therefore, people can choose appropriate keywords or keyword combinations after understanding the product characteristics and users' search behavior, and can also analyze them with the help of relevant tools and data provided by search engine service providers.
Classified advertisements Classified advertisements are simple in form, low in cost and quick to publish. Information concentration and other advantages, and people who view classified advertisements generally have certain active demand for information. Based on these advantages, it can naturally play a certain role in the promotion of xxx.
2. Blog marketing promotion?
1) links with our website;
2) Link on the travel website;
3) Add your own blog website address to QQ and MSN signatures, and add blog website address to forums and emails;
4) Publish more articles on the blog about the benefits, characteristics, types and packaging of Yunwu tea beverage, which will interest the visitors. ?
3. Offline promotion
1) is promoted on Hengshan tickets;
2) Promotion in Hengshan Tourism Atlas;
3) Promotion on campus (posting posters and leaflets);
4) promotion on buses;
5) Outdoor print advertising.