I. Market analysis
(A) Analysis of the juice market situation
When a product flows into a new market, it must circulate in the market through various channels and contact with consumers. In order to realize the sales volume of products.
Channel analysis:
1, hotels, catering channels
Fruit juice sales are limited, but the positioning is very high, like Huiyuan has been doing hotels. You can take the way of selling stores.
2. Wholesale channels
General wholesalers are more interested in new products, because in the eyes of wholesalers, new products have many policies and big profits.
3. Shangchao Channel
Shopping malls are more concentrated, so the coverage is small, but it can boost the brand. Convenience chain stores, small supermarkets, there are many, but there is no guarantee that you will sell your products with care.
4. Group purchase channels
The emergence of group buying is generally due to celebrations, holiday gifts and self-drinking. The gift-giving market is larger than the self-drinking market, which is mainly concentrated in the middle and low grades, and the gift-giving market is mainly concentrated in the middle and high grades, both of which have room for upward expansion; The factors that consumers consider in purchasing are mainly taste, price and brand, among which taste and brand are paid more and more attention by consumers.
(B) Analysis of the experience of the local juice market
Lulu and Yizhou Sydney Juice were built in the same year, but the positioning of the two sides was different. Lulu took the low-grade civilian route, while Yizhou was a high-grade aristocratic brand. I remember that there was bird's nest Sydney Juice at that time.
For a period of time, Yizhou was still good, but in the end it declined for many reasons. I think unscientific positioning and management are the main reasons.
The charm of Zhaozhou Snow Pear is still very great. Outside, the popularity and reputation of Zhaozhou Snow Pear are very high. Many friends have said more than once that they feel when they eat real Zhaozhou Snow Pear. Although there are many varieties of pear trees now, it is really delicious. I feel that the traditional Sydney tastes the best. "Zhaozhou Snow Pear" itself is a huge intangible asset. If you really want to be a pear-based enterprise, you should play it. But what we have to do now is to position the products well, create characteristics and form a trend.
Sydney juice is located in the file, which is the main basis for making brand naming, packaging and sales decisions Without positioning, everything is empty talk.
Second, the project analysis
(A) the significance of developing new brands:
1, inherit the brand culture of "the best pear in the world"
Culture is the soul of a brand. Zhao County has a long and splendid culture, including Zhao Zhouqiao culture, Bailin Temple culture and especially Sydney culture. There are 250,000 mu of Sydney in Zhao County for hundreds of years, and there are 10,000 hectares of pear gardens in spring, with flowers like snow and 20 miles of sea of flowers, and the fragrance is intoxicating; In the Mid-Autumn Festival, the autumn is crisp, fruitful, covered with branches, and the pears are fragrant and within reach. Pear is a traditional advantageous industry in Zhaoxian County, ","the hometown of snow pears in China ",with an annual output of 380 million kilograms. The produced" Zhaozhou "brand snow pears are well-known at home and abroad for their unique quality, and are known as" the first pear in the world "and won the title of" Chinese famous fruit ". In the development of new products, we are committed to inheriting the quality of Sydney, promoting Sydney culture and building excellent Sydney brands.
(II) Overall market structure:
Third, the project feasibility analysis
Price positioning:1.5-the middle and low price in 2.0 yuan.
Target consumer groups:
Market demand: There are few fruit juice beverage brands with the price between 1.5-2.0 yuan, which is a great market space.
Brand positioning: "XX Sydney Juice"-a fine wine from ten thousand mu pear orchard. (TBD)
Reason:
(A) Fruit juice fashion
With the 70 s and 80 s becoming the mainstream consumer groups in today's society. The development direction of fruit juice trend and white-collar will be inevitable. In addition, middle and low price products will dominate the whole juice market.
1, target population:
The middle-class fruit juice consumers are mainly middle class, aged between 25 and 45. "Sydney Juice" takes the 1970s and 1980s as the cultivation object. The composition of this class is relatively diverse, including self-employed individuals, middle and senior managers who are independent in the enterprise, some senior intellectuals who enter the enterprise by technology and knowledge, and some new administrative officials. This kind of consumers are not deeply influenced by traditional brands. Consumer affordability is in the middle and high level, and it is the main consumer group of "Sydney Juice".
2. Main characteristics:
Pay attention to the quality of life, have culture, pursue fashion and pay more attention to packaging;
In the course of career development, I am in the middle and high level of the company and have a certain economic foundation;
Socialize widely, often participate in various social activities, eager for harmonious interpersonal relationships;
The pace of work and life is fast, and I hope to have a relaxing pressure, and I hope to have another way of life, image and mood outside of work.
3. Consumption characteristics:
Consumption belongs to perceptual consumption, which is easily influenced by advertising, brand culture, emotions and tastes of others in the circle and follows suit.
4. Media contact habits:
A. I like watching news, sports and movies.
B, reading mainly focuses on fashion and sports magazines.
C. Habitual social entertainment places: middle and high-end hotels, restaurants and nightclubs (in these places, alcohol is an indispensable main drink).
5. Potential consumption:
The consumption level of night shows is gradually improving, and a large number of young consumers are becoming more and more stable. The variety of drinks consumed in the night show has changed from beer, red wine and whisky to a large number of fruit juices, such as cola, sprite and tea drinks. The taste and price positioning of "Sydney Juice" are in line with this kind of consumer groups, so it is naturally easy to be accepted by consumers. This is also a potential market for Sydney products. Can break the traditional concept of fruit juice in packaging and bottle shape; Then introduce the concept of night juice drinking (such as adding ice cubes, soda water, or mixing wine, etc.) to expand the sales channels of "Sydney juice" and improve the popularity of Sydney juice.
(B) Segmentation marketing
Segmentation marketing is mainly embodied in functional segmentation, channel segmentation, consumer price segmentation, regional segmentation and taste segmentation. Fruit juice enterprises that use segmentation marketing strategy and can implement it carefully have achieved good market performance. Such as: specifically for the gift market, or specifically for students, or specifically for women's drinks; Specially targeted at the "special drinks" of the unit. The development of "Sydney juice" will also be carried out according to the product sales channels and target groups.
(3) The price positioning is scientific and reasonable, with good quality and low price.
The huge consumption of fruit juice has a lot to do with the price of fruit juice. Due to living habits, consumers drink several bottles every week. In this way, cheap fruit juice has become the first choice for consumers. "Sydney Juice" is positioned at the low end, noble but not expensive, and naturally easy to be accepted by consumers.
(D) regional market analysis
Target market positioning: focus on developing Hebei, Henan, Ningxia, Gansu, Shanxi, Shaanxi, Inner Mongolia, etc. Gradually make Sydney juice into a national first-class long-term brand.
Iv. Market sales forecast and company objectives:
(1) According to the product development progress, make a sales plan in 20 10/month to start the Spring Festival market and lay a solid foundation for the new product market.
(2) By 20 10, the sales volume will reach 25 million in one year.
(3) It is estimated that 20 1 1 year will exceed 60 million.
The above are my ideas and suggestions for your company to develop Sydney products, which I submit and hope for cooperation.
Name preset: 1, "Zhao Zhouqiao Sydney juice" \ "Anji (Zhao Zhouqiao alias) pear juice"-suitable for middle and low-end public consumption.
2. "Hundred Sydney Juice"-suitable for students and young people to consume.
3. "Ten Thousand-Tilted Pear Juice"-suitable for high-end white-collar workers over middle age.
4. "Non-pear juice"-fashion crowd
5. "Charming pear juice"-female consumption
Advertising slogan: 1, the best pear juice in the world
2. I only want 100% juice.
3, Millennium Zhao County, Wanqing Pear Garden, a cup of true feelings
4, come without buying, not pears!
5, choice is also a charm!
Product Project Plan (2)
I. Overview of the Exhibition
Name: MICE20** The 7th Zhengzhou Xiangya Maternal and Infant Products Expo
The first women's products Expo
Time: May 22, 2010-18.
Venue: Zhengzhou International Convention and Exhibition Center
Organizers: Henan Women's Federation, China Nutrition Association and China Maternal and Child Industry Association.
Organization: Zhengzhou Xiangya Exhibition Service Co., Ltd.
Second, the exhibition market positioning and market analysis
With the rapid progress of urbanization and the improvement of people's living standards in China, children's consumption expenditure accounts for an increasing proportion of household consumption. According to the statistics of authoritative departments, the number of newborns in China exceeds18 million every year, and the sales scale of the maternal and child market in China keeps a rapid growth of about 15%. The number of newborns in Henan province has exceeded1200,000 every year, and the number of children aged 0- 12 in Henan province is close to13 million. Due to the difference in urban and rural children's consumption, according to the average annual consumption expenditure of 4,000 yuan per child, the annual children's consumption market in our province is 52 billion yuan, and there are about1200,000 pregnant women every year. According to rough statistics, the annual consumption market of pregnant and baby in Henan Province is about 58 billion yuan.
The market potential is huge! At present, children's consumption in China has accounted for about 30% of the total household expenditure. The total monthly consumption of children aged 0- 12 in China exceeds 3.5 billion yuan. Among the top ten profiteering industries in the social market, the children's products industry is an important one. Among them, children's clothes, toys and food occupy a high proportion. Children's products cover all the products of people aged 0- 14. At present, the consumption of children's products in China has increased by more than double digits, and the children's products market has become a new growth point in economic development. With the further improvement of family income and the gradual attainment of a well-off living standard by urban residents, the consumption demand of children's products market in China has shifted from the practicality of meeting basic needs in the past to the fashion of pursuing beauty. In some economically developed cities, consumers' demand for children's products tends to be fashionable and branded. In the long run, the development prospect of children's products market will be very good.
This pregnant and baby products and the first women's products Expo will attract investment from women's pregnant and baby products manufacturers all over the country, and I believe it will shine with the platform of "20 15 China Zhengzhou pregnant and baby products and women's products Expo".
Third, the setting of the exhibition area
Women's products exhibition area
Maternal and infant products exhibition area
Boutique clothing exhibition area
Clothing, shoes and hats exhibition area
Children's toy lathe steam seat exhibition area
Maternal and infant food and health care products exhibition area
Children's amusement equipment and theme park exhibition area
Children's educational supplies exhibition area
Franchise chain exhibition area
IV. Exhibition Forms and Supporting Activities
The exhibition will be divided into the domestic investment promotion department and the international investment promotion department to face global investment promotion, with equal emphasis on display, exchange and trade cooperation, and a combination of product display, industrial forum, technical discussion and procurement. Concurrent activities: seminars and forums, special new product launches, investment and trade negotiations, and the organizing Committee's selection of outstanding enterprises for exhibitors participating in this exhibition.
Invited to:
1) Agents, distributors, retailers, traders, specialty stores, chain franchisees and OEM enterprises of pregnant and baby products at home and abroad;
2) Buyers, trading companies, distributors and agents of pregnant and baby products in major supermarket groups, hypermarkets and department stores in the central and western regions;
3) Maternal and child health care institutions, early education institutions, early childhood education institutions, family planning service institutions, associations, population and family planning publicity and education institutions;
4) Domestic and foreign networks, media, professional visitors and direct consumers affected by the promotion of authoritative media come to visit and purchase.
V. Organizing preparations
1, estimated scale
Exhibition area: 20,000m2
Standard booth: about 2500.
Exhibitors: 500.
Audience: 20,000
Six, advertising program (in three stages)
The first stage: pre-conference advertising
1, distribute 200,000 invitations and 500,000 tickets to all regions of the country.
1) Agents, distributors, retailers, traders, specialty stores, chain franchisees and OEM enterprises of pregnant and baby products and clothing at home and abroad;
2) Buyers, trading companies, distributors and agents of pregnant and baby products in major supermarket groups, hypermarkets and department stores in the central and western regions;
3), maternal and child health care institutions, early education institutions, early childhood education institutions, family planning service institutions, associations, population and family planning publicity and education institutions;
4), domestic and foreign networks, media, and professional audiences and direct consumer groups affected by the promotion of authoritative media;
3. Design web pages (including Expo introduction, latest reports, receipt of participation, audience registration) to link on professional websites, and send E-mail to relevant domestic departments, enterprises, units or individuals for timely feedback.
4. Publish exhibition information in relevant professional newspapers and media websites in China.
5. During the preparation of the Expo, select well-known domestic enterprises to participate, invite representative domestic enterprises to participate, and widely publicize the exhibition information by telephone, fax, website and E-mail.
6. Hold a press conference and invite relevant government leaders, business leaders, manufacturers' representatives and journalists to release information about the exhibition.
The second stage: (advertising in the meeting)
1, the organizer will issue the organization visit document, and the organizing committee will print 250,000 copies of the exhibition report and deliver them to enterprises, institutions and key enterprises by mail or in person.
2. Before and after the opening of the exhibition, relevant media reporters are invited to interview the visiting leaders, exhibitors and audiences or report on hot news and activities to improve the influence of the exhibition. Media: CCTV, Hunan TV, Anhui TV, Shandong TV, Henan TV, Dahe Daily, Henan Daily, Dongfang Jinbao, Henan Business Daily and related professional websites.
3. The organizing committee of the conference will make professional gifts and some refined gifts for the relevant leaders and media decision makers.
4. The conference uniformly produced, edited and issued "MICE20 15 The 7th Zhengzhou Xiangya Pregnancy and Baby Products and the 1st Women"
Articles Expo, which involves the main documents of the conference, conference guide, enterprise introduction, etc. (Journal size 2 10mm* 140mm) It is widely distributed to visiting professionals during the conference.
The third stage (post-conference advertising)
1 After the closing of this conference, the organizing committee of the conference will conduct a questionnaire survey (the questionnaire form is attached) on the information of the people in the industry who visited the venue during the exhibition, so that the Expo will truly play a role in communication, cooperation, sustainable exchange and far-reaching influence.
2. Make "20 15 Zhengzhou Maternity & Baby Industry and Women's Products Expo Data" of the detailed information of all the people in the industry who visited during the meeting, including the unit, name, position, nature of the unit and the purpose of the visit, and send them to the people in the industry, distribution units and relevant procurement personnel who failed to visit in time ...
Seven, the audience organization plan:
1, the organizing committee will set up a customer service department to contact the purchasing personnel in charge of enterprises and institutions to send invitations or tickets.
2. There is an audience registration column in official website, and the tickets will be mailed after statistics.
3. Invite relevant government departments to organize relevant enterprises and institutions to send people to visit.
4. The organizer will notify relevant people in the industry to visit.
5. Invite professionals to visit through the "advertising program".
Eight, investment (exhibitor department)
① Exhibition Investment Promotion: Organizing Committee designed and printed more than 200,000 copies of bilingual color publicity materials in Chinese and English 16K, and invited agents, dealers, retailers and professionals from six central provinces to visit the exhibition, and the project team followed up and gave information feedback; The exhibition business personnel shall be responsible for tracking and contacting the responsible persons of relevant enterprises and institutions all over the country, (1) inviting enterprises to participate in the exhibition and communicating and planning the exhibition plan.
② Preparations for the activities in the same period: Invite leaders of government departments, industry associations, experts from scientific research institutions, well-known enterprises, professional buyers and users to participate in seminars and forums of Henan pregnant and baby industry and clothing industry, and special new technology and new product launch conferences. At the Expo site, the Organizing Committee, Henan Garment Association, Zhengzhou World Trade Center and industry veterans will jointly select the top ten outstanding enterprises and brands of "20 14 Zhengzhou Maternal and Infant Products Expo and Fashion Exhibition", and give awards before the end of the exhibition. It is believed that under the leadership of the organizer and the meticulous organization of the organizer, the Expo will build a platform of supply and demand for communication between industry manufacturers and users based on the purpose of exhibition, exchange, cooperation, innovation and integrity, in order to promote the construction of the Central Plains Economic Zone and promote the rise of the central equipment industry.
Careful planning, extensive publicity, strict organization and overall arrangement
IX. Finance
"Expo" funds required by the organizer, self financing.
Ten, the organizer is mainly responsible for and contact.
Legal Representative: Tang Yongxia * * * *
Contact: Wei Wei * * * * * *
XI. Planning and organizing units
Zhengzhou xiangya exhibition service co., ltd
Product Project Plan (3)
Research and development to launch a new product or service, under the conditions of modern enterprise system, the role of project plan is particularly important. A product development project in the making is either a subjective concept that does not exist so far, or a scarce thing that is difficult to see the whole picture, which is often very vague. By making a project plan, project managers can have a clearer understanding of their own projects, and major projects should be persuaded to the board of directors accordingly. At the same time, it can also be used as an auxiliary document to raise funds from banks or other investors. The main contents should include:
I. Product introduction
1, the concept of products
2. What kind of development stage are the related products or substitutes in?
3. What is the difference or uniqueness of this product?
4. What are the methods or channels for enterprises to market this product?
5. Who will use this product and why?
6. Apart from R&D cost, what is the production cost and selling price of the product?
7. Life cycle prediction of this product. Is there any preparation plan for upgrading, improvement or innovation?
Second, the market analysis
1 Is there a demand for this product in the market? Can the degree of demand bring the expected benefits to the enterprise? What is the market size of new products? What is the future trend of demand development and its state? What are the factors that affect demand?
2. Carefully analyze the influence of economic, geographical, professional and psychological factors on consumers' choice to buy this developed product, and the role of each factor.
3, launch a major marketing plan, the plan should list the enterprise intends to carry out advertising promotion and public relations activities in the region, clear the budget and income of each activity.
4. Market competitiveness of products, estimated market share and market prospect forecast.
5. Plan the brand and patent of new products.
Third, the production conditions
1, how to design or improve the production line, how to manufacture or assemble products?
2. What raw materials are needed for new product production? What production resources do enterprises need?
3. What is the cost of production and equipment?
4. How to ensure the stability and reliability of new products when they enter mass production?
5. Formulation of production cycle standard and preparation of production operation plan.
6. What are the methods of quality control?
7. Explain the fixed cost and variable cost related to product manufacturing, assembly, storage and delivery.
Fourth, the project team
1, organizational structure design
2, job responsibilities
3, the project manager's own background, experience and expertise, etc.
3. Introduce the special talents, characteristics and attainments of the main R&D personnel.
V. Financial planning
It is impossible for a startup enterprise focusing on a new technology or innovative product to refer to the data, price and marketing methods of the existing market. Therefore, it should predict the growth rate and possible net profit of the market it enters, and sell its imaginary management team and financial model to decision makers and investors.
1, conditional assumption of business plan
2. Estimated balance sheet
3. Estimated income statement
4. Analysis of cash receipts and payments
5, the source and use of funds