The development of the food market is ever-changing, colorful, China's food consumption also appeared signs of upgrading, and China's food marketing practice has gone through more than two decades of practice, from the marketing into China to today, our marketing practice is increasingly mature, marketing concepts are increasingly returning to the essence of marketing, therefore, as an important aspect of marketing capabilities - marketing planning has also become increasingly critical to the success or failure of corporate marketing. Therefore, as an important aspect of the marketing ability - marketing planning, but also more and more become the key to the success or failure of enterprise marketing. Food market both general market ****, but also with the characteristics of the food market itself, therefore, food marketing planning must also pay attention to absorb the strengths of other market planning, while grasping the characteristics of the food market itself for targeted planning, in order to influence the market, to achieve good market performance. Through the basic grasp of the food market, as well as the grasp of the law of marketing itself, food marketing planning should follow the nine keys.

1, consumer demand and psychology as the starting point for planning and throughout;

The basic point of modern marketing, centered on consumer demand, all marketing activities should be centered on consumer demand, focus on consumer demand, is to focus on the market. Consumer demand to grasp the accuracy or not, determines the success or failure of the marketing plan. Therefore, in any one of the marketing plan to carry out before, should be in-depth market, to understand the real feelings of consumers, so that the marketing really planning in place, but also in order to achieve the desired market results. Consumer food consumption psychology is subtle, perhaps consumers show is not the real inner feelings of consumers, planning can not accurately grasp the psychology of consumers, there may be "not even a tiny bit, fallacy". Instant coffee was produced in the early twentieth century in the United States, at the beginning of the market, the instant coffee manufacturer Maxwell Coffee decision makers that, compared with the traditional hand-ground coffee, instant coffee can make American housewives from the cumbersome production of coffee freed from the time and effort, so they decided to American housewives to launch a publicity campaign, vigorously promote the basic characteristics of instant coffee time and effort. After the launch of the plan, the market response was mediocre, did not achieve the effect of the promotion of instant coffee, it can be said that the original plan was a failure. Maxwell's marketing staff was puzzled and had to turn to psychologists. Through extensive and in-depth analysis of psychologists, found the crux of the problem, it turned out that in the early twentieth century, the concept of American housewives, the production of coffee, the tedious process is regarded as the performance of hard work, is a diligent housewife's logo, and the purchase of instant coffee is contrary to this concept, the purchase of instant coffee figure to save time and effort is the performance of lazy housewives, no wonder instant coffee can not be accepted by the housewives. No wonder instant coffee is not accepted by housewives. Understanding this subtle consumer psychology, Maxwell Coffee re-adjusted the planning program, and turned to appeal to the mellow flavor of instant coffee, and invited President Roosevelt to advertise for it, and under the inspiration of President Roosevelt's sentence "Drops of aroma, not yet finished," American housewives scrambled to taste the mellow flavor of instant coffee, and from then on, instant coffee entered the American market.

California's Axiomtek Foods is known as the "Today, Tomorrow and Later Company", which caters to consumer psychology, employing 42 food designers and formulators, always designing more than 10 kinds of new food every week, but more than 10 kinds of new food, the company does not blindly launch, but to test out the customer's However, the company does not blindly launch these 10 new foods, but tries to find out the customers' reaction before launching them. The practice is to set up a so-called "Today, Tomorrow and Later" counter in the company's store department. Every day at this counter, there are always several newly designed food samples on display, free for customers to taste; the company has also formulated a rule, in the "today and tomorrow" counter display of new food, today out of the sample display for people to taste, tomorrow to accept the order, the day after tomorrow, the public sale. The company predicts the market demand from the number of customers tasting, and develops the listing plan. This move greatly attracted consumers, so that "today and tomorrow after" the company dominated the peer.

The success or failure of the planning before and after the instant coffee is determined by the accuracy of the consumers' psychology, while Axiomtek decided its products according to the consumers' needs, thus winning the consumers' favor. Undoubtedly, consumer demand determines the direction of planning, determines the content of planning. Food consumer demand is rich and diverse, ever-changing, in the whole planning, must always grasp the needs of consumers and psychology, so it is possible to achieve good market performance.

2, the definition of a clear target market, to absorb the basic characteristics of the target market as a planning element;

There are many varieties of food, and food consumption is also very different, different kinds of consumer groups have different consumption habits, any one food brand can not satisfy all consumers, a certain type of food or a certain food brand, in order to make all the consumers accept is impossible. A certain type of food or a certain food brand, to make all consumers accept is impossible. Today, when product homogenization is very serious, each food brand must clearly define its target consumers and carry out marketing activities according to the characteristics of specific consumers. For different consumer groups, the direction of marketing planning is different, for example, for the elderly health food for the elderly, through the community to carry out the form of elderly people enjoyable to promote, it is more likely to be accepted, while the novelty of the marketing planning means in the elderly here may be counterproductive. Therefore, in the planning, each food brand should lock their own consumer groups, define their own target market, do a good job of consumer positioning, and then according to the characteristics of the target market to carry out planning.

Xizhilang Jelly is the most influential jelly brand in China, with a market share as high as 83%. In order to further expand the market, it launched its own sub-brand, Crystal Love, in early 1998, which strictly defines its own target market- -Young couples. Marketing planners from the beginning, around the characteristics of young couples to do articles, the brand named "crystal love", compared to "crystal like noble romantic love", while the style of the product will be the shape of the jelly jelly shape from the traditional small bowl style Modified into a heart-shaped, two cartoon characters embracing each other on the cover, adding a little charm to this heart-shaped jelly. Crystal Love Gift Box is a heart-shaped box containing a number of heart-shaped jellies; the colors are blue, purple, pink, and each color of jelly has a different name, Romantic Story, Taste of Love. A color of crystal love, representing a love "love language":

Green: really want to see you;

Purple: I want you to hold me tight;

Yellow: I want to tell you I'm sorry;

Red: I want to be with you every day;

Transparent

Transparent: I really can't live without you;

Pink: I love you all my life;

After that, the expression of love in Crystal Love continues to deepen and sublimate:

Red: I really want to think of you;

Pink: I love you all my life;

Purple: It's so wonderful to have you;

Morrow's Tomorrow: Will you still send me Crystal Love?

At the same time, in various activities, planning around the psychology of young couples, to determine the love as the theme of the entire marketing plan: borrowing the "Titanic" in China's hit opportunity, the "Titanic" carried out a nationwide patch ads and put on the air in the TV station; and creative TV series title, will be the common means of the title of the program title, the title of the tournament for transplantation. When Phoenix TV introduced the Japanese love idol drama "Ideal Marriage", it negotiated with Phoenix TV to rename the drama "Crystal Love", and used the "Crystal Love" commercial song as the theme song, completely getting rid of the traditional form of TV commercials in the past. Considering the fact that modern young couples are keen to use e-cards as a means of communicating their emotions and expressing their feelings, Xizhilang has also effectively integrated the resources of the emerging network media, cooperating with Sina.com, sponsoring the background page of the home page of the e-card channel, the channel's recommendation card, and all the cards of the channel stamped with the postmark of "Love in Crystal", and launching a new campaign specifically based on the theme of "Love in Crystal". Valentine's Day e-cards with the theme of "Crystal Love" and romantic titles: "Love in this life", "Sunset intoxication", "Cherry blossom in the sky", "Kiss", "Kiss", "Kiss", "Kiss", "Kiss", "Kiss", "Kiss", "Kiss", "Kiss", "Kiss", and "Kiss". ", "Kiss", "Encounter", "Thoughts" and so on.

"Crystal love" marketing success, thanks to its "young couples" to grasp the characteristics of the target market, and around the target market to carry out colorful main planning. Therefore, only a clear understanding of the target market, in order to carry out colorful planning.

3, planning based on product quality, digging deep into the characteristics of the product itself, highlighting the innovation of the product;

World-renowned marketing planning guru David Ogilvy once said that a good product is the basis of marketing promotion, and the better the promotion of bad products, the faster the product dies. This shows that any marketing plan must be based on the premise of a good product. To ensure the success of food marketing plan, the food itself must be excellent. And very often, the food product itself contains the creative point of the marketing plan. Therefore, food marketing planners must fully grasp the characteristics of the food itself, seemingly ordinary surface to dig out something unique, so that the food marketing plan to stand out from the many brands in the market to occupy a place. Master planner Leo Burnett in the "Hulk" filling peas planning, from vegetable farmers harvest peas in the production process to get inspiration, planning the "harvest under the moonlight" marketing ideas, clear and accurate communication of the "Hulk" canned peas. Hulk" canned peas of fresh quality, highly recognized by consumers, creating the "Hulk" canned peas this well-known brand. And Nongfushanquan from the ordinary can not be ordinary bottled drinking water, digging out "Nongfushanquan a little sweet" unique selling point, more to show that the food product itself has a natural planning creativity, the key to planning creativity in the discovery.

There are countless varieties of food, the difference is more colorful, from the colorful product differences, looking for a number of unique aspects of planning, food marketing planning is easy and feasible ideas. Through the product of this point of difference in the search for or creation, avoiding the root of direct competition with competitors, is a guarantee of the success of the plan.

Also another brand of Nutriment - Farmer's Orchard, the use of the product's own differentiation after the start, is another classic of planning. The choice of mixed fruit juice as a breakthrough point is an important planning for the marketing of Farmer's Orchard. There are many flavors of PET-packaged juice drinks on the market, mainly orange juice, grapefruit juice, apple juice, blueberry, acacia, lemon juice, grape juice, pear juice, mango juice, peach juice, apricot juice, kiwi juice, strawberry juice, hawthorn juice, pineapple juice, passionfruit juice, tomato juice, tomato pomegranate juice, etc., and the four kinds of juice are generally the most common, namely, orange juice, apple juice, peach juice and grape juice. However, these products are generally single-flavored, such as "Fresh Orange" of Uni-President, "True Fresh Orange" of Huiyuan, "Cooler" of Coca-Cola, and "Suntory" of Suntory. "Suntory" and so on, and the main competition in the current market stays in a single orange juice flavor.

Farmer's Orchard, as a latecomer to the brand, in the product design did not follow up the existing flavors in accordance with the general manufacturers, but to take a unique approach to choose the "mixed flavors" as a breakthrough, with which to stand in the strong hands of the fruit juice market.

Digging deep into the characteristics of the food itself, the use of unique and creative methods of expression, is another important law of food marketing planning.

4, pay attention to the terminal marketing promotion, direct impact on consumer purchases;

Food is a wide range of consumer products, food manufacturers, the terminal is the battlefield of the various brands. Terminal promotion strategy is increasingly favored by many manufacturers and merchants, most of the food lack of large-scale advertising and promotional strength, and thus the relatively small cost and direct and immediate effect of good terminal promotion strategy is widely used. At the same time, the terminal is the final breakthrough point of the product sales channel, where consumers will directly face the product, evaluate the product and make a choice, so the limited store space and shelf area becomes a valuable promotional resources, terminal promotional information to become a gathering of information memory, triggering the desire to buy the last blow. At the same time, the impulsive purchase of consumer purchasing behavior is precisely due to a variety of incentives caused by the sales site, such as store displays, discount notices and so on. Most of the food products belong to low-value consumable products, that is, small unit value, one-time consumption, repeated purchases. For such products, consumer purchases belong to the "seeking change in the purchase behavior", that is, although there are differences between brands, but consumers will not spend too much energy to compare the choice, the degree of participation is low. Therefore, to seize the attention of the terminal is a key factor in realizing the improvement of food sales.

In the terminal marketing planning, on the one hand, should fully utilize the promotional products (POS) to shape the sales atmosphere, stimulate consumer desire to buy. The world-famous food industry giant Nabisco Foods Ltd. accumulated its years of promotional experience that the discount sign can increase sales of 23%, product confirmation signs can increase sales of 18%. It can be seen that manufacturers should maximize the use of shelves and frames, hanging flags, promotional cards, posters, etc. POS. Secondly, we must find ways to occupy the terminal of the best display location. To make the product appear as early as possible in front of the flow of people, to get attention and attract the purchase, the ideal location should be the first place where the flow of people through, that is, the customer can be seen as soon as the door to the location and the customer high circulation area. Especially for product brands with high market share, the occupation of the end of the first shelf position is often to consumers and competitors to show its brand awareness, market share of the most direct means.

Terminal marketing promotion, the need to consider numerous details, which is to ensure that the entire marketing plan to achieve the necessary conditions, otherwise even the best planning will be lost.

5, a variety of promotional tools to make good use of the implementation of integrated marketing;

Schultz masters in the early 1990s, the creation of integrated marketing theory quickly became popular around the world, and its connotation is to reorganize the consumer as the core of corporate behavior and market behavior, the integrated and coordinated use of various forms of communication. With a unified goal and a unified communication image, the dissemination of consistent product information, to achieve two-way communication with consumers, and quickly establish the status of the product brand in the minds of consumers, the establishment of long-term close relationship between the product and the consumer, and more effective to achieve the purpose of advertising and product marketing. Integrated marketing communication is a concept, but also a process, integration means integrity, to realize the integrity of communication activities can produce synergistic effects.

In food marketing planning, the introduction of integrated marketing communication concepts and techniques will greatly enhance the effect of food marketing planning. Food consumers are faced with a wealth of information, and today a variety of communication tools such as advertising, public relations, business promotion, event marketing is also rich and unusual, therefore, the food brand information must be unified planning, in order to complete a unified face to face the food consumers, so that the effect of food marketing planning can be maximized.

Because the integrated marketing communication strategy is very clear, through the integration of various means of communication, in the support of not high cost, "cooler" communication has reached a high efficiency. To the Beijing market, for example, "cool children" listed on the annual market costs less than 4.5 million yuan, including 47% for three months of television advertising; 10% to stimulate access and laying, such as store fees, access to the purchase of incentives for promotions, sales staff to purchase and display incentives, price subsidies, all employees to participate in the street laying promotional activities, etc.; 8% for the public * * * * relationship activities, such as press conferences, soft documents, direct marketing during children's plant visits, roadshows during holidays, etc.; 35% for consumer promotions in the display and complimentary drink categories.

Between June and October 2001, using the idea and means of integrated marketing communication, "Calcium Causeway King" ham and sausage systematically planned the new product launch promotion activities, and launched a powerful market battle in the highly competitive ham and sausage market, which brought into play the great power of integrated marketing communication. The advertising strategy of integrated marketing communication is composed of the following elements The advertising strategy of integrated marketing communication consists of two elements: the advertising content of "one voice" and uninterrupted advertising. In the launch of "Calcium-added Causeway King", according to the advertising strategy of integrated marketing communication, TV ads, radio ads, print ads, DM ads, POP ads and other communication media were integrated in a unified way, so as to achieve the maximum degree of consumer awareness. Promotion is a key part of integrated marketing communication. In the promotion of "Calcium Cauliflower King", the strategy of triple promotion and "push-pull" was adopted for dealers, consumers and salespersons, which rationalized the interests of the product distribution channels, and not only enhanced the motivation of dealers and salespersons to promote the product, but also enhanced the motivation of dealers and salespersons to promote the product. The strategy of "push-pull combination" was adopted to rationalize the interest relationship of product distribution channels, which not only enhanced the enthusiasm of dealers and salespersons to promote the products, but also stimulated the purchase desire and demand of consumers with attractive promotional prizes. Terminal is the place where products and consumers meet directly, is the end of the distribution channel, is the main battlefield for similar products to compete for customers. The effect of terminal marketing directly determines the success of the integrated planning program for new product launch. In the terminal promotion of "Calcium Cauliflower King", we focused on street sweeping, market vividness, public relations and promotion, which really made consumers "see", "buy" and "eat". It really makes consumers "visible", "buyable" and "enjoyable". In the process of "Calcium Cauliflower King" promotion activities, guided by the integrated marketing theory, the company and consumers think differently, always stand in the position and perspective of consumers, and comprehensively utilize a variety of marketing communication tools, with clear, differentiated product positioning, integrated promotions, integrated communications, integrated channels and other advantages, so as to make the "Calcium Cauliflower King" more attractive to consumers. "Calcium-added Causeway King ham sausage has opened up a new market segment in the highly competitive "King" brand high-temperature ham sausage market, creating a monthly sales volume of more than 1,000 tons of records, and leaving behind the competitors' similar products launched in 1999, and becoming a functional ham sausage. It has left the competitors' similar products launched in 1999 far behind and become the leading product of functional meat products.

Integrated marketing communication is a new planning concept, fully grasp each communication tool, the most reasonable combination, is a new topic facing the food marketing planning.

6, the establishment of a unique planning theme, the theme throughout the planning;

Food marketing planning involves the use of many marketing tools, but also due to the introduction of integrated marketing communication theory, in order to make the planning to achieve good results, it is necessary to have a clear theme to guide the entire planning, that is, to establish a unique theme, so that the theme throughout the planning. Theme is the eye of marketing planning, can play the role of eye-catching. The famous American master planner Rosser Reeves put forward the famous USP theory, which has become an important tool for thinking about the planning theme. The so-called USP is an acronym for "Unique Selling Proposition". The theory requires planners to pay attention to three key points when considering the theme: first, the unique point should be unearthed from the product or brand or related events; second, the point should be able to promote sales and be accepted by consumers; and third, the point should be distilled into a concise sentence to summarize. This requires planners not only to be familiar with the product, the brand, but also to be good at seizing the hot spots in society, from which the corresponding theme to, while requiring planners to have considerable writing skills. Once the corresponding theme is established, in a certain period of time should be centered on the theme of the corresponding planning activities, do not deviate from the theme. In the M & amp; M′ S chocolate planning, when the chocolate are not sugar-coated, so, Rosser Reeves for the product has sugar-coated this feature, put forward the "only dissolved in the mouth, not dissolved in the hand" publicity theme, greatly stimulate the desire of consumers, increased sales, and has been continued to date. Expanded M&M′S visibility, increased brand influence.

Another example, is completely by the theme to determine the style of the entire marketing plan, achieved great success. In many people's minds, vodka and Russia have almost equal concepts. But Sweden's "Absolut Vodka" has implemented the theme of "Absolut ------" throughout, with the creative concept of the print ads centered on a close-up of the odd-shaped bottle, with a line of two words in English below, and always with the words "ABSOLUT" as the first word, followed by a word indicating quality; such as "PERFECTION" or "CLARITY". "CLARITY". This series of programs promoting the theme "Absolut ------" established the fashion status of "Absolut Vodka", which has been sold worldwide for fifteen years. This shows the power of theme determination.

7, judging the situation, clever use of social events for planning;

Food marketing planning is not isolated, good marketing planning must be able to integrate into the social context, in fact, marketing planning itself is a response to the social mood, the event of a response, when there is a major event, the whole of society's attention will be focused on the event, ignoring the impact of social events, marketing planning in isolation. The impact of social events, isolated marketing planning, it will be difficult to receive due market results, smart planning will be the use of social events for their own enterprises, brands or products to diffuse the market impact. 7:00 a.m. on October 16, 2003, "Shenzhou V" manned spacecraft successfully landed, the world's attention is a world impact of the event, the people of the country unprecedented attention. It was an event with world-wide impact, which attracted unprecedented attention from the whole nation. Almost simultaneously, advertisements for Mengniu appeared on the web portal where the public could most instantly learn about the news, and at around 9:00 a.m., Mengniu's advertisements on China Central Television (CCTV) began to be launched. Before 12:00 noon, all TV ads and roadside ads in Beijing, Guangzhou, Shanghai and other cities realized "successful docking", and outdoor waiting halls in more than 30 cities nationwide were occupied by Mengniu's ads, while the words "Mengniu cheers for China's aerospace" appeared in more than half of the cities in Beijing, and the words "Mengniu cheers for China's aerospace" appeared in more than half of the cities in Beijing and Shanghai. The words "Mengniu cheers for China's aerospace" appeared on more than half of the buses in Beijing. On the same day, Mengniu's brand-new TV advertisement, "Launching-Replenishment-Docking", appeared simultaneously on CCTV and various channels of local stations, which was very impressive. The event marketing plan of "Mengniu Dairy Products for Chinese Astronauts" gave a strong shock to the Chinese food industry and achieved very good market results. From October 2003 to April 2004, the date of the Shenzhou V flight, Mengniu's liquid milk sales have been the highest in China for seven consecutive months. The key to the success of this marketing plan is to capitalize on the "Shenzhou V" event. As early as the first half of 2002, Mengniu began to contact the China Aerospace Foundation, through strict procedures, Mengniu products were recognized as "China's astronauts special products", and with this event, Mengniu prepared a number of sets of detailed programs, taking into account a variety of circumstances, and ultimately launched the Mengniu in the most appropriate time to establish Mengniu's market position. The company's market position.

8, pay attention to the characteristics of the region, pursuing regional differentiation of the planning guidelines;

China is a country with a large geographical area, a large population and a wide distribution. Due to geographical and climatic conditions, cultural differences are more obvious. In this way, in each region on the inevitable existence of regional subculture, consumer purchasing behavior and purchasing habits are y influenced by these subcultures. Such as the nationally renowned Cantonese, Sichuan, Lu, Beijing and other eight major cuisines are different styles, self-contained. Therefore, food marketing planning must also be different for the regional subculture, to take different marketing strategies.

Hualong Instant Noodles has been able to rise in the instant noodle market, which is almost monopolized by Master Kong and Uni, and has grown from a regional brand to become a national brand second only to Master Kong, and has the strength to fight against Master Kong, and its marketing strategy of regional differentiation has contributed to the success of its marketing strategy, and the characteristics of Hualong's strategy can be seen in the following table.

So, the different regions of China's food market, marketing planners do not treat each region in a one-size-fits-all manner, but should go into each region to fully grasp the characteristics of each region, for different regions to put forward different marketing planning programs, so that the planning program will not appear "not suited to the soil", so that the planning program will not appear "not suited to the soil". Play the role of marketing planning in each region.

9, planning must consider the feasibility of implementation, how to organize is also a planning program must be considered;

Marketing planning is a comprehensive activity, is the integration of resources, involving a very wide range. Therefore, when considering the marketing planning program, the feasibility of implementation must be considered. At the same time, it is necessary to fully consider all aspects of planning to ensure that the planning is in place. Therefore, it is necessary to ensure the success of marketing planning. On the one hand, the need for marketing planning department or personnel with a high degree of communication and coordination skills; secondly, when considering the planning program, we must give full consideration to a variety of unforeseen factors, put forward a number of program options. Mengniu in the "Chinese astronauts special products" planning, it was predicted in advance that the "Shen 5" successful launch and return to the success of the odds than any other space launch are higher. But even with 99.99% hope, Mengniu still prepared a detailed prognosis program, in order to make the publicity of Mengniu in and out of the evidence; in addition, with the help of the idea of project management, the progress of the entire planning, the linkage between the various aspects of the situation, for scientific management. Finally, to do a good job of participating in the planning and implementation of personnel training, and track adjustments at any time.