1. Competing products

High-end products include Guangming, Yili, Mengniu, and Sanlu. They are mainly sold in supermarkets and larger stores. The bags are mainly Sanlu’s Baile bags. For the best. But overall, these products have higher prices and are not our main competitors. Our real competitors are the local Sanjing and Friends, but their packaging is relatively rough, the price is 1 yuan/bag, and they do not have a more systematic promotion activity. However, Sanjing is a 20-year-old brand and has its regular customers, while Friends is a new product that has only been launched in recent years.

2. Channels

Through visits to department stores, convenience stores, and roadside stores, we realized that Sanjing and its friends have had many years of business contacts with these stores and are loyal to them. The degree is relatively high, but they also complain that since the shelf life is 3 to 5 days and there are no returns, profits are low and losses are easy to cause. But overall, they reject new products because Tianzi has a negative impact on the market and creates distrust. However, a small number of them are willing to try selling on credit.

At the same time, we also conducted a survey on consumers. Through in-depth communication in the community, we found that although a few consumers have some criticisms of Tianzi, as long as they can ensure quality and affordability; Tianzi was not impressed. In general, consumers showed greater interest in hygiene and the ability to deliver milk to their homes.

3. Promotion

High-end products are continuously promoted in mainstream channels, most of which are conventional ways of buying and giving away. However, Tianzi’s real competing products, Sanjing and Friends, are not obvious. promotions.

SWOT analysis

Advantages: Tianzi’s packaging is novel and designed by a professional design company; its main yogurt is large in volume and packaged in 250 grams; the price is 0.1 yuan lower than similar products; at the same time, there are Strong technical support, guided by experts from Zhengzhou Animal Husbandry College; identifying key products and precise positioning; Tianzi has a certain awareness in the channels and in the minds of consumers.

Disadvantages: Tianzi once declined due to product quality and market management, causing varying degrees of negative impact on both channel vendors and consumers.

Opportunities: There are no systematic marketing activities for similar products on the market, and competing products in the same city have not formed strong brands. Tianzi can break through tradition in marketing and defeat its opponents.

Threat: Seeking opportunities in the cracks. Among high-end products, Yili and Sanlu's Baile Bao have intermittently conducted some promotional activities. Due to their high brand recognition and long shelf life (one month) will have a certain impact on the launch of Tianzi. If low-end products Sanjing and Friends increase their promotion efforts and provide better services to channel dealers, Tianzi will not be able to make a difference in the channel.

Marketing is a systematic project. Through research and market analysis, we believe that if we want to successfully go public, we need to be one step ahead when our opponents are not aware of it. We do what our opponents have not done. Only if we are more pragmatic than our opponents in terms of marketing strategies and faster than our opponents in terms of tactical application can we have the opportunity to occupy the market and successfully go public.

Marketing strategy is one step ahead

Tactics serve strategy. The success of the market lies in the outstanding performance of each tactic. The success of each tactic serves the strategic intention of promoting the entire market. The marketing strategy is the method that guides the use of each strategy. It should be based on the principle of adapting to local conditions and adopt a more effective marketing implementation plan to be one step ahead and occupy the market. How Tianzi went public, broke through the encirclement, established the brand, and occupied the market, we took a series of steps:

1. Build terminals and warm up the market

After Tianzi was listed again At the beginning, we realized that the products of the same class are building terminals. To build terminals, there are terminals. After they push the products to the terminals, they rarely carry out management and post-maintenance. They just have a position in the terminal. For the terminal, this is the only thing. Just one product. We proposed building terminals, not just owning terminals, but also constantly transforming terminals to build strong terminals, making Tianzi a product favored by dealers and a product that can bring them sales pleasure①. The difference between establishment and construction is a thousand miles apart.

People have the mentality of following the trend. For most dealers, they are also chasing after products that sell well. How to make Tianzi become the target of dealers?

By building Tianzi milk brand stores in small areas, it can serve as a model for other end customers.

As a result, Tianzi Milk divided the entire urban area into 12 small areas, each with a business representative. At the same time, the 20 marketing representatives recruited were divided into 5 groups, based on the needs of each area. If marketing activities are required, the business representative will apply for assistance from the promotion team.

There are hundreds of small stores in each area. How can these merchants who are unwilling to purchase goods be able to purchase goods and eventually sell goods?

A. We require business representatives to carry out trial distribution of goods in their respective areas, collect cash, and ensure that if the goods are not sold out every day, they will replace them with new goods and ensure quality.

B. Within one week of product launch, three key stores must be selected in each region.

C. Among these three locations, a merchant must be selected that can cooperate closely with us, and we will focus on supporting it.

Through the first week of product distribution, although 50% of stores did not accept our products, overall our marketing work is still proceeding as planned.

We will build 3 to 5 brand stores in each small area to form an influence and drive other small merchants. With the assistance of the marketing team, our store construction work is proceeding in an orderly manner.

The first step in building a store is publicity. Our promotional materials include banners, display boards, advertising inkjet printing, and promotional DMs. The content is as follows:

Banner: Tianzi milk, buy three and get one free; Tianzi milk, new products on the market, free tasting!

Exhibition boards: The first panel, company profile; the second panel, quality and technology introduction; the third panel, product introduction; the fourth panel, commitment.

Flyer: Introducing milk knowledge and the benefits of drinking Tianzi.

The second step in building a store is promotion. We have strict requirements for the promotion site, such as the placement of promotional materials in order, the height of the banners, the location of the booth, etc. During the promotion process, we also have requirements for the promotion personnel, uniform clothing, There are detailed regulations on keeping things clean and tidy, not talking about things unrelated to work, and using polite language when receiving customers.

Through such publicity and promotion, an image of Xintianzi is displayed in front of consumers. The sales volume of the brand stores we selected has been rising steadily, with an average of 300 yuan per store every day. The above is the sales, the highest is more than 700 yuan, which for a small store means two hours a day, a net profit of 50 to 150 yuan. Of course, the store owner is willing to cooperate with us. After consultation with the store owner, they changed their store front and replaced it with the VI store front of Tianzi store, which is a free billboard.

As the work progresses, there are 3 to 5 such brand stores in each area, and the sales volume is also increasing with each passing day. But we discovered a problem. If there is no promotion and promotion, the sales volume in the brand store will be reduced by 1/3, or even more. After observation, we found that if our promotion staff did not assist the merchants, they would simply decorate the scene and fail to create an atmosphere.