The market scale of plant protein drinks represented by Chengde Lulu and Hainan Coconut Juice has always been small, which is far from the market scale of tea drinks and juice drinks: Lulu and Coconut Tree, two leading brands, have been hovering around the sales scale of 654.38 billion yuan for many years, and it is very difficult to do it again. The main reason is that the vegetable protein beverage market is small, or the target consumers and their needs are not accurately grasped, or the demand of consumers is not sufficiently guided? Based on the successful practical experience of 15 food enterprise marketing planning, Beijing Precision Planning believes that although the market scale of vegetable protein beverage is not as large as that of tea beverage, if the marketing level of production enterprises continues to improve and the marketing methods continue to innovate; Sell a bottle of drink from now on; With the development of selling two or even three bottles, the market scale of vegetable protein drinks will inevitably increase exponentially. Just like with Wang Lao Ji, the market scale of herbal tea drinks has changed from several hundred million to more than 654.38+0.5 billion, which has increased dozens of times. It should be said that the well-known brands of plant protein drinks, such as Chengde Lulu, Coconut Juice and Dazhai walnut dew, are all very hard-working enterprises, and they are ahead of other plant protein drinks in marketing, and all show professional marketing level. In particular, Lulu's brand planning and marketing planning are close to the marketing models of international brands such as Coca-Cola and Master Kong. However, accurate planning believes that these three brands still have shortcomings, which directly affects the further promotion of product sales. Chengde Lulu: The brand spokesperson is Summer Xu. The selling point of Lulu Beauty Workshop is to nourish natural beauty, and the brand communication slogan is "My Private Beauty Drink". Lulu basically represents the highest level of vegetable protein beverage marketing. However, there are obvious shortcomings, that is, the brand communication has not been promoted to the height of history and culture, and it has become the inheritor and promoter of almond efficacy, history and culture, and is the first brand of authentic almond beverage. This not only limits the expansion of product sales, but also leaves market opportunities for potential competitors. In fact, Chengde Lulu is the earliest almond beverage developed in China, and the product quality has been strictly controlled. In order to ensure the nutritional efficacy of the product, a lot of work has been done in the processing technology. This rigorous and meticulous style made them still occupy the leading position in various almond drinks that appeared later. Coconut juice: The advertising slogan is "Drink coconut juice, which is white and tender". Advertising language is too straightforward, which is easy to arouse the resentment of target consumers. Coconut juice has a very outstanding product strength, and the taste of the product is also very good, that is, the brand planning and marketing model has been in a tepid state. There is no accurate brand positioning; There is no advertising slogan that consumers can remember; There is no mention of the product selling points that impress consumers. The design of the company website is also far from the brand image of coconut palm juice. The performance of coconut palm juice in marketing seems to be getting weaker and weaker. Dazhai walnut dew: The brand spokesperson is Sun Li. The slogan of brand communication is "I trust pure quality and nutrition". Precise planning thinks that the selling point of Dazhai walnut dew's products is inaccurate. Walnut dew's target consumers are women aged 26-45. The main purpose of drinking walnut dew drinks is not nutrition, but the pursuit of youth and beauty. On the surface, it is only a little worse, but the result may be much worse. Identifying consumer demand is the key to market success, and recognizing consumer demand is the key to market success. The only correct way to understand consumer demand is to do professional consumer market research, and there is no other way. If you haven't done professional and scientific market research on your products, you will start to do brand and sales planning, and it will be difficult for you to find the real needs of consumers. When the product sales are not smooth, you have to go back to do market research. Just like a lyric says, "I didn't realize it until now from the end to the beginning." It's a pity to pay more tuition fees like this. After all, your money is not blown by the wind. We recently contacted an almond beverage company in Shanxi, and they hired Abao as the image spokesperson of the product brand. The advertising slogan of the product is "I am lucky to drink". As a result, it took a year to sell more than 2 million products. When the products arrived at the agent, most of them were returned because they could not be sold. The company said that there was mainly no advertising support. Through the preliminary diagnosis of the product, accurate planning thinks that this is a very typical failure case of not finding the target consumer demand. First of all, the target consumers of almond drinks are also women aged 26-45. The purpose of drinking almond drinks is to pursue functional benefits above quenching thirst, such as becoming younger, whiter, more beautiful and more attractive. Not me. I am very lucky. Secondly, their idols are young, fashionable, beautiful and handsome men, hoping to be as young, beautiful and energetic as these stars, please men and envy women. Po has many advantages and characteristics of her own, but she is totally unsuitable to be the spokesperson of this young and fashionable woman. Generally speaking, the selling point of products deviates from the purchasing point of Japanese standard consumers, which actually has the opposite effect. If you always sell skirts to male consumers and razors to female consumers, of course, it is difficult. Fortunately, the company didn't invest a lot of TV advertisements for this almond drink, otherwise it wasted as much money as it had. Because you are actually telling consumers: I don't understand your needs, I am not suitable for you. Therefore, finding the correct consumer demand is the key factor for the success of the vegetable protein beverage market. Combine the efficacy and culture of almonds with your brand. Almonds have been a beauty product in China for thousands of years. Compendium of Materia Medica says: "Almond is rich in oil, so it moistens fur." As early as the Book of the Old Tang Dynasty, it was recorded that Yang Guifei, one of the four beauties in China, was the "beauty of the first generation". Jade bone, an ice-muscle, as beautiful as flowers and pure as jade Yang Guifei, has the beauty of "If she just turns to smile, there will be a hundred charms cast, and the makeup of the sixth house will fade into nothing", which has a direct causal relationship with almonds. This fragrant princess, loved by Emperor Qianlong, not only has smooth and moist skin, but also exudes a strange fragrance, which fascinates Emperor Qianlong. It is said that the fragrance of ChristianRandPhillips is the result of eating almonds frequently. Almond beverage enterprises can take the above historical and cultural background as the basis of brand communication. Only by grafting the efficacy, history and culture of almonds with your brand can you further promote the brand and become the market leader of such products. This may be the difference in marketing level of Chengde Lulu. Making a model market first is the beginning of successful marketing. For small and medium-sized plant protein beverage enterprises or enterprises newly entering the plant protein beverage industry, it is necessary to make a model market after making brand planning and market planning. On the one hand, it is to test the marketing strategy, and more importantly, a new brand must be supported by brand communication when it enters the market. Brand communication mainly includes advertisements of product sales terminals (such as posters, product leaflets, POP, brochures, X stations, etc.). ), outdoor advertising, TV advertising and various product promotions. If you do the above advertising and brand communication in a prefecture-level city, the cost can be controlled within 200,000 yuan in 3-6 months, and the market operation is successful, and the sales volume of products can often reach several million yuan. Constantly improve marketing strategies and methods in the process of operating the model market. In this way, a city can attack a city and a province can promote the market, so that the sales volume of products can be steadily improved and enterprises can always be in a healthy development state. Only by guiding consumer demand can we expand the market scale. The demand of consumers can often be gradually increased through the guidance of product interest. So you can tell the target consumers that drinking a cup of vegetable protein drink every day will make you more beautiful. The first step, your skin will change from yellow to door; The second step will be from outer white to inner white and inner red; The third step will make you more attractive and temperament. Before you know it, you will become as young and beautiful as a star. Only by impressing consumers in every detail and guiding consumer demand can vegetable protein drinks expand the market scale. Source: input