Foreword:

With the accelerating pace of people's life, people's diet life has also been deeply branded with the times. Because instant noodles provide great convenience for everyone, it has become an indispensable food component in many people's lives. When it comes to instant noodles, many people immediately think of Master Kong, a brand in Taiwan Province Province. Master Kong instant noodles are almost household names in China. "Master Kong" has created lovely cartoon characters and created the "Master Kong" food kingdom in China market with the image of a healthy and delicious food expert. College students are important consumers of instant noodles. Through a comprehensive investigation and analysis of the product market, we have formulated a set of marketing strategies with the main purpose of increasing the market share of Master Kong instant noodles in Zhongyuan Institute of Technology.

I. Market analysis

Analysis of sales environment

College students are an important consumer group of instant noodles. As far as our school is concerned, the school implements closed management from Monday to Friday, and the students' activities are basically on campus. Our canteen has a single condition and concentrated dining time. When students are tired of the unchanging taste of food in the canteen and the troubles of crowding the canteen to grab meals, they will naturally choose affordable and convenient instant noodles.

2. Self-analysis and sales comparison

Master Kong's instant noodles are of high quality and the soup is fragrant. Bowl noodles and bagged noodles are available. More importantly, it has the name of Master Kong. Professor Wei, Chairman of Ding Xin International Group, once said: "Many people think that Master Kong's boss is surnamed Kang, but this is not the case. "Kang" means that we should provide healthy and nutritious food for consumers. Master has the impression of kindness, responsibility and professional achievement among Chinese, and her name has affinity. The use of "Master Kong" brand reflects our sense of responsibility. "

Master Kong is the largest instant noodle brand in China. According to our market survey in the south campus of Zhongyuan University of Technology, many people prefer Master Kong when buying instant noodles. The reason for buying instant noodles is the brand effect and delicious taste. The recent national market survey outside the campus is such data:

Champion: Master Kong's comprehensive market share remains above 34%. Runner-up: Unification.

Third place: Hualong. Fourth place: Nissin. Fifth place: Nong Xin. Sixth place: Fumando. Seventh place: Huafeng. Eighth place: Jin.

Ninth place: Jin Hao Road.

Tenth place: doll.

Although Uni-President, Jinmailang, Baixiang, Haojindao and other brands also dominate the campus market because of the difference in taste and price, Master Kong, the largest instant noodle brand in China, still occupies half of the instant noodle market.

3. Consumer analysis

Students are generally inseparable from instant noodles, and under what circumstances do students generally choose instant noodles?

According to our investigation:

Lazy. Many students are too busy studying to eat, or when they see too many people eating in the canteen after class, they will choose to eat instant noodles.

Pity. Students themselves belong to consumer groups, so eating instant noodles saves money.

People who use computers all day. Many students like playing games or learning computer software. These people are reluctant to leave the computer and often choose instant noodles as a fast food diet.

A single shadow. People who don't like going to the canteen alone will choose instant noodles.

People who really like instant noodles.

Since these people will choose more instant noodles, how can we pay more attention to these people and make them buy more instant noodles when buying instant noodles?

4. Analysis of competitors

According to the investigation of other brands, we know that students choose white elephant instant noodles because it is the cheapest, and choose Jindao and Fumandou because the prices of these two kinds of instant noodles are positioned in the middle and low grade, which is relative to the situation of choosing these instant noodles because of the low price, which basically fixes the price in the unity of middle and high grade. The competition between Jin Mailang and Master Kong is fierce. Master Kong attracts students with somersaults, smoothness, fragrance and brand name. When Master Kong introduced various flavors of instant noodles, he made a very comprehensive market survey and analysis. According to the investigation, China people's favorite noodle flavor is beef, followed by ribs and chicken, and the fourth is seafood. After determining the taste of beef, after continuous improvement, tens of thousands of people were invited to try, and finally a product suitable for the public taste was produced. Therefore, Master Kong braised beef noodles are invincible compared with all brands. Let's look at Unity and Jinmailang. Their noodles and materials are also very distinctive, and their sales are closely behind us. So, where is our biggest feature? How can we make these enhanced functions promote the sales of Master Kong?

2. Advertising strategy

According to our many discussions, we finally decided to strengthen and highlight Master Kong's brand reputation, friendly brand image and "delicious and visible" brand image. As this is an old well-known brand, our advertising strategy does not need to focus on greater brand promotion. In advertising strategy, we pay attention to deepening the intimacy brought by Master Kong, a lovely animated character, and add humanistic care to the brand, so that students can feel warm when they see and hear the brand, which can strengthen its brand effect. By emphasizing its delicacy, we can make FLASH advertisements on the Internet, highlighting the delicious characteristics of Master Kong's instant noodles. The target market for our promotion is the South Campus of Zhongyuan Institute of Technology, so we should choose the most suitable advertising strategy according to the characteristics of this environment and use the advertising expenses as little as possible.

Let's make a more detailed explanation below.

1. Advertising method

First of all, the media we choose is broadcasting. When class is over (especially when eating), we can hear the radio no matter where we are on campus. We choose to introduce a small column about healthy eating knowledge in the campus radio during the meal. For example, Master Kong reminds us that we should eat more fruits in hot summer. Eating tomatoes has a cosmetic effect to increase their health and good image.

Then we can seize the characteristics that college students' online life takes up a lot of spare time, and make a pop-up FLASH on the campus network, which mainly highlights the exquisiteness of Master Kong (with the script of this advertisement attached). In addition, we can publish Master Kong's webpage and FLASH design competition sponsored by Master Kong Company on the campus network. In fact, this competition is a good promotion method, because students who are interested in the competition will naturally taste more instant noodles in order to learn more about Master Kong's brand. The prizes of our competition can be set as the first prize to get the opportunity to work as a summer worker in Master Kong Company, the second prize to get the opportunity to sell Master Kong's campus, and the excellent prize to get a box and certificate of Master Kong's instant noodles.

In addition, we have several clever strategies:

A. According to our survey, 70% people who buy instant noodles are impulsive, and they don't plan to buy any brands before going to the supermarket. We can put small advertisements of Master Kong's own image in the places where several supermarkets in the school put instant noodles of Master Kong. Outstanding, easy to see, easy to take and easy to buy.

B. outdoors. We have set up a bicycle free inflation point between the North District and the new campus. It is to put a large sunshade with Master Kong logo printed on it, and there is an electric bicycle inflator below it.

C. promotion. There is no electric fan in the dormitory building in Zhonggong South District. From the perspective of humanistic care, when we buy five bags of instant noodles, we will get a beautiful paper fan with the words Master Kong printed on it.

D. set up a temporary point of sale. Since lazy people love instant noodles, let lazy people be too lazy to be more comfortable. According to the characteristics of lazy consumers, we will make it more convenient for Master Kong to eat instant noodles. We can set up a small sales point in each dormitory (this sales point can be a website, a student dormitory where the winners of the flash contest are located, or an opportunity for students to work and study provided by Master Kong). Free telephone and sales website will be opened. When students want to eat instant noodles, a phone call or a message will come in, and noodles and water will be sent to the door together. This further expanded the sales of instant noodles of Master Kong.

In addition, we can also use some unconventional ways without cost to deepen the brand of Master Kong. Our master kong's sales position in the mainland is unshakable, and it can be said that it has the demeanor of a king. We can advertise from games because people who play games account for a large group of people who eat instant noodles. For example, in an existing online game of Zhongyuan Institute of Technology, we can strengthen our impression of Master Kong's kingly way through the equivalence between the identity of the strong and the identity of Master Kong in the game. Just like a very popular online game-The Legend of Wonderland. The transmission station inside is directly called Stephanie. Every time you want to go from one city to another, the player will directly say Stephanie instead of the transmission station. In this way, for these people who surf the Internet, it is easy to penetrate the image of a person or a product. For Master Kong, we can also advertise in the game. For example, the naming of some of the best equipment is related to the words Master Kong. Or provide some learning software for students in the name of Master Kong on campus network. Of course, if these measures are to be taken, only members of our group can take these measures spontaneously to ensure no cost.

After such advertisements, the brand of Master Kong has actually added a lot of humanistic atmosphere. With the help of the cordial, warm and lovely impression given by Master Kong's own image, it is deeply expanded in the hearts of students bit by bit. Consumers can have reason to give priority to Master Kong.

2. Advertising positioning

A. Complaint point: big brand and good taste.

B. Slogan: Care for you anytime, anywhere-Master Kong instant noodles

3. Advertising performance: (FLASH script) (POP card)

Three. overall advertising planning

1. advertising goal: to expand sales by improving brand image. It is hoped that the sales volume of the South Campus of Zhongyuan University of Technology will reach 3,000 boxes in summer (if the net profit of a box of instant noodles manufacturers is about 8 yuan, then 8 * 3,000 = 24,000 yuan).

2. Advertising time:

The advertising time of A.A.POP, radio and Internet is 6.1-6.438+0.

B the outdoor advertising time of temporary outlets is from June to July.

C the promotion time is between 6. 1 and 6.3 1 every Friday afternoon.

3. Advertising budget: POP advertising 100 yuan.

Play 100 yuan

Network (including prizes) 200 yuan

Promotional gifts: 200.

Temporary point of sale 150/ month *2=300

Outdoor: 100 yuan

Total cost: 1000 (estimated floating price is between 1000 and 1200) Attached:

FLASH advertising script

Advertisement 1:

(Scene: On the street)

A girl was angry with a boy and ignored him. Both men's and women's clothes seem to show that they have stepped out of society and made little achievements in their work.

In order to coax happy women back, men turned out beautiful flowers, lovely dolls and beautiful clothes one after another, and women ignored them.

Finally, the man thought about it.

(Screen font: That's enough. )

This man became an animated character of Master Kong.

The woman looked at it for a while and couldn't help laughing.

The two made up hand in hand.

(Screen font: Master Kong, our common memories of youth)

Note: Because this is a story-telling advertisement, the lens usually adopts the front lens, and the time difference between each lens is not very big. Shui Mu Nianhua's campus song "I will have you all my life" was adopted as the soundtrack.

The main idea of this advertisement is to talk about the important memories of Master Kong's instant noodles campus life. When we were young, poor and busy, Master Kong accompanied us. When we look back many years later, the memory of poverty is the best memory.

Advertisement 2:

Scene: On the stage

The stage curtain rises, and the animated characters of Master Kong appear on the screen. They have lovely smiles and an empty bowl in their hands.

(Screen font: Master Kong wants to do magic! )

Many viewers in the audience looked at him with eyes blinking.

Master Kong stirred chopsticks in an empty bowl, and a bowl of hot and fragrant Master Kong braised beef noodles appeared, which greatly increased people's appetite.

(Bottom audience: Wow! )

Stir it again, and it will be a bowl of stewed chicken noodles with mushrooms.

(The sound of the audience swallowing)

After stirring again and again, many pictures of noodles with other tastes that look delicious have been changed continuously (at this time, the camera has been aimed at the bowl in Master Kong's hand, and the key point is to highlight that noodles with each taste are attractive. )

Then at the scene, everyone in the audience was holding a bowl of instant noodles of Master Kong, and Master Kong was very happy to watch everyone enjoy it.

(screen text: many surprises, many satisfactions! )

Description: The lens basically belongs to the mutual transformation between stages.

Voice: There was warm applause when the stage curtain was pulled up, and then "Master Kong is going to do magic!" This word imitates Master Kong's cheerful and lively voice and sings: "Lala Lala Lala Lala Lala ..."

When the audience below made a "wow" sound, only one voice highlighted "wow!" Shouted with special surprise and joy.

The first time I stirred it again, it magically set off silence and highlighted the sound of swallowing saliva.

In the remaining scenes, choose a piece of music that matches the performance.

Finally, "a lot of surprises, a lot of satisfaction!" Some of them imitate the voice of Master Kong and speak on behalf of Master Kong Company.

(The first advertisement highlights the good impression of Master Kong's image in terms of human factors, and the second advertisement highlights the exquisiteness of Master Kong. )

Attachment 2:

Master Kong Instant Noodles Market Questionnaire

Do you often eat instant noodles? A is b, no, c occasionally.

What brand of instant noodles do you like? A master kong b unified c white elephant d haojindao e jinmailang f fumanduo g Hualong

Why did you choose this instant noodle? A price b taste c brand d quantity e packaging

What do you think of Master Kong's outer packaging? A doesn't like b and likes C.

Do you think the price of Master Kong instant noodles is reasonable? A is reasonable, b is unreasonable and c is acceptable.

What do you think is your acceptable price for instant noodles? Below a 65438+ 0 yuan B65438+ below 0-2 yuan C2-3 yuan D3-5 yuan

What do you think of Master Kong instant noodles? A more b less c medium.

Where did you learn about Master Kong? A TV, B magazine, C friends, D promotion, E network, F others.

What's your favorite flavor of Master Kong's instant noodles? Braised beef noodles, spicy beef noodles, shrimp and fish noodles, stewed chicken noodles with mushrooms, tomato sauce noodles, eight-treasure meat sauce noodles, pepper-flavored beef noodles, eight-treasure spicy beef noodles, spicy beef noodles, spicy sparerib noodles, spicy beef noodles and hot and sour beef noodles.

Findings and analysis

Through the investigation of instant noodles of 20 students in the South Campus of Zhongyuan University of Technology/KLOC-0, we got the following results:

1. Do you often eat instant noodles? Yes, 33 people. No, 5 1 person, occasionally 36 people.

2. The preferred brand Master Kong is 59 people, 18 people, good track is 16 people, Jinmailang is 6 people, white elephant is 15 people, and Fumandou is 1 person.

3. Reasons for choosing this instant noodle brand 37 people taste 59 people and the price is 27 people.

4. The outer packaging likes 88 people but doesn't like 10 people, generally 22 people.

5. The price is reasonable, 50 people are unreasonable, and 32 people can accept 38 people.

6. The acceptable price is 1 3 people under RMB 1-2 yuan 1 15 people 2-3 yuan 2.

7. More than 1 person, medium 1 13 person, less than 4 people.

8. Know about TV 120 people, 63 friends and 20 others.

9. Favorite taste: 72 people with braised beef noodles, 23 people with stewed chicken noodles with mushrooms, and fresh shrimp and fish noodles 15 people.