Snack food product marketing plan

2017 snack food product marketing plan

When we walk into the supermarket we will see many casual food dazzling, novel and fashionable packaging, and the purchase of consumers is endless. The following is my compilation of the marketing plan for snack food products, welcome to refer to!

I. Background

(1) The supermarket is full of potato chips, shrimp crackers, snow cakes, dried fruit, plums, peanuts, pine nuts, almonds, pistachios, fish, jerky and other casual food, these casual food packaging novel, stylish, and has become a new favorite of the consumption of young, fashionable type of people.

According to the statistics of 2010 figures, China's casual food market capacity has reached 167.33 billion yuan. China's large population, rich consumption levels, casual food will create many new market opportunities, consumption potential is huge. Pumpkin seeds, almonds, fruit and vegetable crisps products, etc., are now the most consumed casual food by Chinese consumers, indicating that the concept of casual food for Chinese consumers is still in the early stages of development, there is no leading brand, and is far from forming a monopoly on competition in the market pattern like instant noodles, edible oils and beverages and other food categories.

(2) As the casual food manufacturing industry is a highly open industry, the number of foreign-funded enterprises, though small, accounted for more than half of China's casual food market in terms of sales revenue and total profit. Many domestic enterprises in front of the huge market opportunities but the development of the struggle, why? Because what they lack is not capital, not equipment, not the market, but the ability to fully control the integrated marketing. This is the production of casual food for many enterprises, the market opportunities are equal, can quickly do the market scale, mainly depends on the understanding of the market area and grasp.

(3) Thus, for us, the current market form for us to create a great opportunity, as long as we accurately positioning, target marketing, stable, accurate and fast to participate in the market, we will become the dominant brand in this industry, sitting on the? Industry leader? The industry's leading brand, sitting on the throne.

Second, the market situation

1, the market capacity

According to statistics in 2010, China's casual food market capacity has reached 167.33 billion yuan. Although the market is growing rapidly, but China's average consumption per person is only 26.6 grams, far below the consumption level of developed countries per capita consumption of 2.6 kg. Due to China's large population and rich consumption levels, casual food will create more new market opportunities with huge consumption potential.

Despite the fact that most of the casual food is priced at a few dollars, the brands in the global snack food market have produced three casual food brands with sales of 1 billion dollars ? Stereo Crisp, Ritz 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.

2. Competitors

A Casual Food

Brand Product Name Specification Price Place of Investigation Master Kong Miaofu European Cream Cake 96 grams?2 pieces 3.50 yuan Carrefour store

4.20 yuan Walmart store

Danone Sweet Fun Sweet Biscuits 100 grams 2.20 yuan Walmart

2.20 yuan Carrefour.

Pacific Soda Crackers with Scallion Flavor 100g $ 2.10 Walmart

$ 2.20 Carrefour

Myo Krispies American Aubergine Flavor 75g $ 3.90 Walmart

$3.90 Carrefour

Lays Potato Chips 100g $ 4.90 Carrefour

$4.90 Walmart

$ 4.90 Walmart

< p> B Nut Foods

No. Product Name Trademark Specification Manufacturer and Place of Origin 1 Walnut 180g/bag Hangzhou Huayi Xiang Food Co. 2 Barbecue Almonds Barilla 454g/bag Fujian Province Putian Xinghua Food Co. 3 Shanliren Hand-peeled Walnuts 200g/bag Anhui Province Ningguo Shanliren Foods Co.

4 Laughing Hazelnuts 500g/bag Putian Lisheng Trading Co. 5 Kanghui Fine Walnuts Kanghui 160g/bag Guangdong Kanghui Group Co.

6 Barilla Barbecued Almonds Barilla 220g/bag Fujian Province Putian Xinghua Foods Co. 7 Hazelnuts Weilin 120g/bag Ningbo Huafeng Dried Fruit Foods Co.

8 Hengkang Pecans Hengkang Foods 280g/bag Ltd.

9 Carrefour Charcoal Roasted Shell Apricots Carrefour 300g/bag Gaoming Hongying Foods Co.

10 Laughing Hazelnuts Minami-Golden Bianlian 500g/bag Putian Lixing Trade Co.

3. Consumer Analysis

There are obvious differences in the target consumer groups for different categories of products at different price points. For example: 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 market in addition to age and gender segmentation, more will also be based on 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.

As our products are positioned as foreign products, we need to use high price and high promotion. So the main consumer of our products for the middle and high-end consumption of women, mainly concentrated in the 20?30-year-old crowd, another part of the 30?45-year-old housewife. Product positioning for enjoyment.

2, the purpose of purchase

fashionable women: this type of consumer group is mainly unmarried or no children of women, their consumption purposes and heart is mainly to highlight their fashion, trendy, high-grade, healthy heart personality.

Housewives: this type of consumer group is mainly 30?45 years old married women, their consumption purpose is mainly to highlight the high-grade, health and hospitality guests, leisure food, gifts and other needs.

3, purchase channels

Fashionable women: K / A class supermarkets, bars, discos, KTV bars, refining rooms, cinemas, opera houses, leisure venues, clubs, office buildings, restaurants, fitness centers, restaurants, hotels, hotels, attractions, parks, stations, horse head, airports.

Housewives: leisure places, restaurants, fitness centers, hotels, guesthouses, teahouses, attractions, parks, stations, horseheads, airports.

Fourth, SWOT analysis

S-competitive advantages

W-competitive disadvantages

O-market opportunities

1, tens of billions of market space;

2, the product is fashionable, high-grade, there is a good competitive advantage;

3, the foreigners have a very competitive advantage. p>

3, foreign brands in the domestic no strong leading brands, market competition opportunities;

T-market threat

1, the domestic on the good good, hi Lang, Kopi, Want Want and other brands have a very strong market, economic strength, to our market will bring some pressure;

2, has never been done in the market, do not have a wealth of experience in the market, the need to feel the way The risk is high.

V. Goal planning

1, the market strategic objectives

2, sales targets

According to market forecasts, the sales target for the Beijing region is 6 million. The following is a detailed breakdown of the target:

Six, marketing strategy

1, product positioning

Physical display and so on.

2, the theme of publicity

A healthy, fashionable, trendy as the theme, publicize the product fashion, trendy image;

B non-fat ingredients, fat, stomach, brain, nourishing the efficacy of hair as a secondary publicity, which in-depth to improve the consumer's reputation for the product.

3, publicity costs

A Web site: food, health, fashion shopping. 100,000 yuan / year

B Newspaper: Girlfriends, boutique shopping, fashion, style, metropolis, and other fashion magazines 120,000 yuan / year

C POP: Supermarkets, recreation and entertainment plaza of the light box, street signs, supermarkets, product DM sheets. 300,000 yuan / year

D Displays: Supermarkets, leisure and entertainment plaza light boxes, street signs, supermarket products.

D Display: Supermarkets and leisure and entertainment venues of the physical display. 300,000 yuan / year

VIII, investment strategy

1, the investment object

A casual food, dried fruit and candy distribution company;

B dry fruit distribution company;

C red wine, white wine and wine beer distribution company;

C red wine, white wine and wine and beer distribution company;

C red wine, white wine and beer distribution company;

C red wine, white wine and beer distribution company. Distribution companies;

2, investment strategy

A media advertising. Such as: industry-related newspapers and magazines and television advertising;

B to participate in the investment promotion, such as sugar wine fair;

C Merchants under the market promotion;

D e-commerce methods.

3, investment conditions

A have ready-made super or misery place channels

B have more than 10 human resources, have their own logistics conditions;

C have a good market operating funds;

D have operating experience in operating casual food or fast-moving products.

4, market support

Promotional support: POP posters, easy to pull the treasure, DM product leaflets, other;

Promotional activities support: free tasting, holiday promotions, buy promotions, prizes promotions, stacking displays, configure the promoter and so on;

Advertising support: light box and street advertising, shopping malls, DM product recommendation sheets, see the details? Public relations strategy?

Shop support: store support (partners first into the store, and then we subsidize in the form of goods).

5, incentives

A sales incentives

Sales: 3000?5000 5000-10000 10000-15000 15000-20000 20000 or more

Reward: 3000 yuan 5000 yuan 12000 yuan 20000 yuan 25000 yuan

Note: The above incentives are operated by the way of goods subsidy.

B Dealer Sales Competition

Brief description of the activities:

A series of challenging? challenging? sales targets, accompanied by a? attractive?

A series of challenging sales targets with attractive incentives

for distributors to encourage them to actively sell the company's products.

Purpose of the activity: