Food marketing planning scheme

Food Marketing Plan Chapter 1 I, Preface

With the increasingly fierce market competition, the means of competition are becoming more and more diversified. Advertising plays an increasingly important role in market competition. Advertising can continuously enhance consumers' confidence and guide consumers' ideas. With the increasing diversification of media methods, there are more and more choices for enterprises, and it is difficult for many enterprises to choose one or more media methods to effectively publicize and promote their products and enterprises.

At present, China's meat processing and production market is still in the development stage, with many production enterprises, mixed fish and dragons, immature legal environment and market order affected to varying degrees; Many manufacturers do whatever it takes to make a profit. Jinhua's poisonous ham is a good example.

Pognat Company is a well-known company that produces and processes meat products in Island City. In the market competition, the company has improved its competitiveness through resource integration and gradually formed a relatively complete product series. On the basis of traditional products, barbecue products are added. When "returning to nature and enjoying life" becomes the pursuit of more and more city people, unique barbecue products will be favored or even sought after by people. At the same time, in the market competition, enterprises constantly use television and newspapers to improve their visibility and publicize their corporate image; At present, enterprises in Qingdao and its vicinity are developing well. With the development of the company, its market is also expanding, so it needs to enter new fields. In the new market, pre-advertising is more important. In general, its main function is to cultivate its brand awareness and popularity in the target market, not to increase its sales. Trains are the media connecting various regions and an important way of information dissemination. In addition, in order to adapt to the characteristics of train sales, the packaging should be improved to make the products more acceptable to the passengers on the train, so as to effectively use this unique sales channel and ensure the sales volume to the maximum extent. At the same time, this brand-new exclusive sales model also shows the super strength and unique market expansion strategy of the enterprise, which is conducive to promoting products and enhancing the market appeal of the enterprise.

Now, we solemnly and sincerely recommend a new media method-train TV media, which can bring you unexpected results.

Second, the feasibility analysis:

1, competitor analysis: At present, the meat food market in Qingdao is fiercely competitive, and brands such as Hope, Delis, Qinglian and Dewei also have a certain market share in Qingdao. They improve their market competitiveness and market share through continuous advertising and promotion activities, and Pognat is facing a huge test.

With the hope of a long production history, we have established a huge sales network, built more than 400 monopoly chain stores, and established sales cooperation relations with many shopping malls and supermarkets at home and abroad. Hope that the sales volume and reputation of low-temperature meat products rank first in all sales areas; Enthusiastic about social welfare undertakings, praised by all walks of life.

Dewei, integrating acquisition, processing and sales, with total assets exceeding 400 million yuan, has won many honors, ranking 15 among the top 50 enterprises in the meat industry in China, and is a leading enterprise in agricultural industrialization in Shandong Province. Have your own farm; Strong annual production capacity, high product quality, deeply trusted by consumers. Especially recently, it has stepped up its publicity and market expansion.

Delix, which has absorbed the scientific concept of "low-temperature meat products" of foreign meat-eating nations, has a great influence on the low-temperature meat food industry in China. He vigorously promoted his products and culture on TV media such as Shandong Satellite TV, and his slogan "Wish others a long time and accompany Delis" is even more well known. Strive to create a modern corporate image, introduce CIS image integration system in all directions, and actively carry out "5S" activities.

In 2003, the youth league controlled by Shenzhen Agricultural Products Co., Ltd. greatly enhanced its financial strength; At the same time, "Qinglian" brand raw meat products are the only registered "assured meat" brand in Qingdao. It has a large customer base and influence in Qingdao.

The survival of enterprises must be realized in competition, and only competition can promote them. The gathering of Delix, Hope and other products in Qingdao market not only shows the potential of Qingdao market, but also shows the fierce market competition. They have strong strength in the industry, whether it is capital or technology. If they want to survive in such cruel competition, they must actively develop themselves, publicize themselves and improve the competitiveness of enterprises.

2, enterprise competitiveness analysis:

In Qingdao, fierce market competition tells Pohnert that it needs to go out and seek better and broader development space, but going out needs strong enterprise competitiveness.

Strong marketing efforts. Improve the market position and brand awareness and reputation through newspapers and TV broadcast media in Qingdao; Hold promotional activities from time to time to take the initiative in market competition; The recent public solicitation of enterprise logos, on the other hand, also shows the desire of enterprises to break through geographical restrictions and better participate in competition and expansion in other regions.

Differentiated market positioning. Market-oriented, constantly increase new products and profit growth points, improve their market share, and gradually form a relatively complete product category.

Advanced production technology. Try to learn from foreign advanced experience and actively introduce and develop advanced production technology; The appearance of barbecue products fills the blank of meat food in China.

Preface of food marketing plan Part II:

With the rapid development of computer network technology, e-commerce, as an important application of network technology, has swept all industries in every corner of the world with indisputable facts. The rise of e-commerce has changed the traditional business model of many enterprises, and also spawned many business models and new enterprises. Its development has become an irresistible historical trend, and how to increase the number of merchants on the online shopping mall platform has gradually entered people's minds. Therefore, selling tea online has become a new business road.

First, the purpose of this case planning

China is the hometown of tea and the birthplace of tea culture. The discovery and utilization of tea has a history of 4,000 to 5,000 years in China, and it has a long history and is spread all over the world. Tea has become the most popular, popular and healthy green drink in the world. Tea integrates heaven and earth, and advocates "a family of tea people in the world". The purpose of tea network marketing planning is to make tea products and brands win in the increasingly fierce market competition. Through the analysis of the marketing situation of tea products, combined with their own advantages and disadvantages, plan their own strategic methods. In the fierce market competition, break out of your own world, strive to occupy the market to the maximum extent, and better promote the sales of products.

Second, the network marketing environment analysis

1, market conditions

China is the country of origin and the largest producer and consumer of tea. It has a history of drinking tea for thousands of years, and tea has been integrated into people's lives. Drinking tea has become the living habit of most people in China. Tea has become an indispensable healthy drink and spiritual drink in social life. And with the popularization of people's healthy consumption concept, tea is being accepted, loved and pursued by more and more people.

The competition in the tea market is fierce and there are many varieties, but there are also many defects. First, the construction of tea production standard system and health and safety system lags behind; Second, tea is abundant, with large output and small brand. For example, the public knows Pu 'er tea, but they don't know which brands there are. There are many brands in the whole Pu 'er tea market, but they are not strong, which makes Pu 'er tea with better brands such as Dayi, Xinyi and Laocang, which are sold online, popular only online.

At present, the domestic tea market seems calm, but in fact it is undercurrent, and many tea enterprises need to break through the cocoon urgently. However, at present, the characteristics of the tea industry are too many, chaotic and weak, which leads to disorderly competition and low-level competition in the whole industry, and consumers lack the basis and direction for buying. It can be said that the domestic tea industry is "famous tea, no famous brand". Therefore, it is very important to promote our tea brand quickly through online marketing.

2. Product analysis

Pu 'er tea, its brands are: Yunshangpin, Dayi, Xiaguan, Long Yuan, and Icelandic Hu. "Yunshangpin" is unique and different. Other brands are not exclusive to us, and consumers can also find similar products in other stores.

3. Consumer analysis:

Pu 'er tea can reduce blood fat, blood sugar and blood pressure; Improving eyesight, resolving phlegm and relieving cough; Can lose weight and fat, especially the fat accumulation in the lower abdomen; It can warm and protect the stomach. Different effects also have different consumer groups.

1, white-collar workers: Drinking Pu 'er tea can reduce radiation and relieve physical and mental stress.

2, male: drinking Pu 'er tea can sober up against the enemy, improve eyesight and soothe the nerves. ,;

3, female: drinking Pu 'er tea can beautify and slim down, clear fire and detoxify.

4, middle-aged and elderly people: drinking Pu 'er tea can reduce three highs and resist aging.

Third, the network marketing strategy

(1) product strategy:

We have many products, which are divided into two categories, one is our own products, and the other is the products of other merchants. Our products are "cloud top products", which are unique and have great potential for future development. Every product has a certain life cycle, and consumers can easily get tired of using a product for a long time. Developing new products can keep old customers and attract new customers.

Other merchants' products include Dayi, Shimonoseki, Long Yuan, and Icelandic Hu. These products help consumers enter when searching for similar products, increase popularity and sales, and quickly improve our credit rating.

According to the different functions and consumer groups of Pu 'er tea, we sell all kinds of Pu 'er tea to meet the needs of different consumers. For example, the target consumer group of daughter tea is white-collar workers; Mini Tuocha is for the convenience of office white-collar workers.

Product mix sales: product mix sales can stimulate consumption and promote the sales of other products while deducting part of the price.

(2) Price strategy:

Consumers' spending power is different, and prices are of great significance to consumers.

1. Discount pricing: Some products with long sales time and low cost can be priced at a discount in the later period or holidays, which makes consumers feel that they are taking advantage of it.

2, mantissa pricing: the price figures do not carry, keep the decimal, so that consumers have a low price mentality. A commodity with a price of about 100 yuan is designated as 1 10 yuan, and a commodity with a price of more than 100 yuan is designated as 98.

3, ultra-low price: choose a suitable tea, the price is relatively low, consumers can easily find it when searching for products, and then enter the store, which increases popularity and promotes the sales of other products.

(3) Promotion strategy:

1, online advertising strategy:

According to different consumer groups, you can advertise on different websites or shop homepages to attract consumers.

2. Promotion strategy:

① Special promotion: For consumers, special promotion can attract more consumers' attention. Special sales can be used in festivals to attract customers to buy through low prices.

2 Gift-giving strategy: Many consumers like cheap goods, and giving small gifts can easily make them feel good about the store. Of course, there can also be other activities such as "buy one get one free" and "add one yuan to send other products".

Software strategy: Taobao has a lot of software that can be put in stores to promote consumption, such as "special price every day", and a kind of tea can be launched every once in a while. Consumers are easily influenced by "special price"; The "group purchase" software has a countdown, and many consumers follow suit. If everyone buys it, buy it yourself, especially at the end of the countdown.

Fourth, website promotion.

(A) network advertising strategy:

1. through train: the baby promoted from Taobao to through train can be seen by anyone who wants to buy this kind of baby from Taobao, which greatly improves the exposure of the baby and brings high traffic and sales to the store.

2. E-mail: Send e-mail to consumers or groups who often look after the store.

3. Shop advertising

(1) product image advertising in the early planning period.

(2) put promotional advertisements before holidays and major events.

(b) search engine marketing:

1, Keywords: consumers generally use search engines in the purchase process, enter the approximate name of products, and search by category. The set keywords help consumers find their own products.

2. SEO in the station:

① Intra-site connection: Make use of the content correlation of each section and the website map to establish a large number of intra-site connections and increase the number of views throughout the day.

② Website structure: Use static HTML pages to design the homepage, reducing the use of frames and dynamic elements.

(c) Sports marketing strategy:

There are many activities of Taobao service, so try to participate in the activities to increase the exposure of the store. Such as: trial center activities, gold panning, group buying with good results, etc. Choose the activities you can take part in.

(four) soft text promotion:

Soft articles are written, published and promoted in a planned way from the perspective of users, industries and media, so that every soft article can be translated and published by various websites to achieve the best results. Soft articles should be written so that users can read them and the titles can attract website editors, so as to achieve the best publicity effect.

Verb (abbreviation for verb) budget

1, personnel recruitment: 1000~ 1500 yuan;

2. Market research: 800~ 1500 yuan;

3. Website optimization: 500~ 1200 yuan;

4. Online publicity: 8000~ 15000 yuan;

5. Miscellaneous expenses:1500 ~ 2,000 yuan;

Total:11800 ~19200 yuan.

Food marketing planning scheme Part III, Preface

Liquor Trade Fair is a common exhibition in the national convention and exhibition industry. Due to the vast market, many regional cities compete to hold alcohol fairs. Therefore, this topic is abused in a certain sense, and it is difficult to highlight new ideas. It is difficult to effectively distinguish it from the national sugar and wine party that has lasted for decades. In addition, the national sugar and wine party is held twice a year, and the scale is very large. It is even more difficult to make small sugar and wine parties in various places into large-scale exhibitions. Under such conditions, as a newcomer to Nanjing International Exhibition Center, I formed a project team with another colleague, and * * * planned this Jiangsu Sugar and Liquor Fair with regional characteristics-"20xx China Jiangsu Liquor and Non-staple Food Fair", which gained some experience and encouraged my colleagues.

Second, the project background

Before the establishment of the 1. project, we made a comprehensive market survey, targeting manufacturers and distributors. The keynote of our previous exhibition was to be an East China regional exhibition, so the target market was mainly Jiangsu, radiating to Zhejiang, Anhui, Shandong, Shanghai and other places. The investigation channels are mainly through industry magazines and personal telephone contact with customers or personal visits.

After about two weeks' investigation, we come to the conclusion that there are more than 800 famous wineries in China and 230,000 liquor distributors in Jiangsu Province. For manufacturers, some manufacturers are reluctant to participate in the national sugar and wine party, because too general exhibitions can't solve the regional market problems. Even if they attend the national sugar and wine party, the purpose is to communicate with existing distributors, so in a sense, they welcome this regional sugar and wine party; For dealers, it is very easy to get lost in the sea of products in Wang Yang when they attend the national sugar and wine party, and there is no chance to distinguish the advantages and disadvantages of products at all, resulting in certain information asymmetry. However, it is different to participate in regional sugar and wine parties, with fewer enterprises, clear on-site environment and more opportunities for in-depth exchanges. So based on this survey, we think there is a market, depending on how we plan.

In the process of market research, we got an exciting news. Jiangsu Provincial Government and Jiangsu Provincial Economic and Trade Commission have been advocating the revitalization of Sujiu in recent years. As a major province of liquor production and consumption in China, the competitiveness of Sujiu has been declining year by year in recent years, and the provincial government has been seeking ways to revitalize Sujiu. As a professional exhibition, our exhibition should play a certain role in the revitalization of Sujiu, so we found the Provincial Economic and Trade Commission and immediately got the attention and support of relevant leaders, so we are optimistic about the prospects of the exhibition.

3. At the same time of planning, we also received strong support from the provincial liquor management office, which provided us with a lot of industry information and greatly facilitated our market research work.

Third, preliminary exploration

According to the original idea, we intend to cooperate with a famous wine magazine in China, because their customer resources are very rich, and the most important thing in the exhibition is the participation of exhibitors. At the beginning, the cooperation talks went smoothly, and even discussed the establishment of two investment promotion centers, one in the south and the other in the north. When all the basic ideas were formed, the other party suddenly gave up, which led to a lot of our previous work in vain.

But if others can give up what we can't, we will completely modify the planning scheme and reconsider the operation mode. But now it's March of 20xx, only three months before the scheduled exhibition, and important work such as organizing exhibitions has not been done yet. Do you have time? After discussion by our project team, we think it is ok, depending on whether the planning is in place.

So we decided to rely on ourselves and win the support of relevant government departments. At this time, our feeling is that we should never rely too much on others, and we should leave a way out for ourselves. At this time, we have no way out, and we can only go on bravely.

Since there are no ready-made customer resources, you have to find them by yourself; If there is no experience to learn from, you must explore it yourself, and it will become experience next year. So after asking the superior leader, the project operation continued.

Fourth, the basic operational ideas and organizational structure.

After nearly a week's hard work, the organization of the exhibition was finally decided, and the invitation materials for the exhibition had already been finalized, so at that moment, we quickly found a printing company to print overnight, which was a race against time! It was printed two days after it was finalized, and a week later we sent out nearly 4000 invitations.

The organization of the exhibition is the basic structure including the provincial and municipal governments, led by the Provincial Economic and Trade Commission, and undertaken by the Provincial Liquor Management Office, the Provincial Liquor Circulation Association and the Nanjing International Exhibition Center. We invite investment promotion personnel and outside exhibition companies to organize exhibitions together, and the publicity work is carried out in an all-round way to activate the customer information collected in the early stage and feed back the market information in time. At this time, it is less than three months before the opening of the exhibition.

In addition, one of the slogans of this exhibition is "Revitalizing Sujiu", and the Provincial Economic and Trade Commission pays special attention to it, trying to make some contributions to the further development of Sujiu through this exhibition. On this premise, the exhibition received strong support from the regional economic and trade commissions in Jiangsu Province. The economic and trade commissions of Jiangsu famous wines such as Suqian, Xuzhou and Huai 'an all made it clear that they would organize a delegation to participate in the exhibition, thus ensuring the scale of the exhibition.

Five, selling point planning

Every exhibition with vitality should have a differentiated selling point, and our exhibition is no exception. We have done a lot of work in selling point planning, which is summarized as follows:

1, adopting the basic idea of "promoting exhibition by meeting". At the same time, an industry summit forum has been arranged, that is, exhibitors can communicate with government officials and market experts at the same time, which increases the added value of the exhibition.

To this end, we specially invited the Vice Governor of Jiangsu Province, the leaders in charge of exhibitions of the Ministry of Commerce, Secretary General china alcoholic drinks association, experts from the Liquor Experts Association and leaders of the Supply Chain Management Experts Association to give wonderful speeches, expounding the development prospects of the industry from the perspectives of policies and markets. At the same time, the representatives of manufacturers made a speech on the effective alliance of manufacturers, and the atmosphere was very warm. For many exhibitors, it is also of great significance to attend such meetings.

This meeting is the largest industry summit in Jiangsu Province, setting the tone for the future development of the industry.

2. Specially organize dealers to attend the meeting. The invitation letter for dealers is designed and sent by fax, mail and letter according to the information of thousands of dealers in Jiangsu Province provided by the Liquor Circulation Association. For exhibitors, the effect of the exhibition depends largely on the number of exhibitors, so we have done a lot of work in this regard.

3. A "new product promotion meeting" was specially set up. The Organizing Committee makes full use of the resource advantages of Nanjing International Exhibition Center to provide free venues for manufacturers who need on-site promotion, and is responsible for organizing distributors for manufacturers, while we provide related services.

4. Strictly control the number of off-site advertisements. According to the reaction of many manufacturers who participated in the national sugar and wine party, too many outdoor advertisements greatly affected the exhibition effect. The advertisements of many small enterprises are completely submerged in the ocean of advertisements of big manufacturers, and there is nothing substantial except on-site advertisements. Therefore, we would rather not make this part of the profits, but also ensure the interests of exhibitors, so that the scene is active but not messy, orderly but not cold and cheerless, which sets off the exhibition well.

5. Put an end to on-site sales. However, if you want to go out, you need a pass from the organizing Committee before the security guard can release the products that enter the site, which will put an end to the confusion of on-site sales. Because our original intention is effective communication between manufacturers, not on-site sales, the atmosphere at the scene is very good and not chaotic.

6. We set up special media reception points and professional audience reception points on the spot, and collected more than 900 professional audience business cards. After the meeting, we sorted out the business card information and distributed it to all exhibitors by mail or fax to facilitate their follow-up contact.

7. During the exhibition, we specially invited the media to interview several major liquor brands in Jiangsu, such as Yanghe and Shuanggou, which greatly enhanced the image of exhibitors and contributed to their further development.

Six, the integration of publicity strategies

Publicity is the focus of the exhibition. In order to improve the advertising effect, we analyzed the characteristics of the industry in detail and formulated the integrated publicity strategy:

1, the portals in the joint industry, such as Sugar and Liquor Business Network, China Sugar and Liquor Network, Sina.com Enterprise Network and other portals, adopt the way of advertising exchange, and both parties do not generate fees. The other party promotes the exhibition, promotes the exhibition website or provides free on-site standard booths for exchange, which has certain publicity effect in the industry, and the cost can be said to be zero.

2. For better regional publicity, we chose Suqian, Xuzhou, Nantong and other places to advertise in several regional newspapers one month before the opening, because it is the peak of the exhibition. The advertising bombing effect in these two weeks is very obvious, and the phone calls of the exhibition are constant. Finally, there are nearly 40 standard booths of Suqian Pavilion, more than 30 food pavilions and nearly 40 booths in Xuzhou.

At the Chengdu Sugar and Wine Party in March, we specially sent a person to attend the meeting with our invitation letter. The key customers are East China exhibitors, and the on-site communication effect is obvious. Since then, many exhibitors have begun to pay attention to our exhibition.

As the venue is Nanjing, local publicity in Nanjing is essential. We made a special TV short film, which was broadcast on Jiangsu TV Station, Nanjing TV Station and other channels for one month. The effect is good, and the local influence in Nanjing is very good, which ensures the popularity of the scene.

In order to expand the publicity, we got in touch with the famous brand times in Beijing, and they agreed to make several special issues for our exhibition, named "Sugar and Liquor Special Issue", which spread all over China, especially in Beijing and other places.

6. The influential magazines in the industry include Sugar, Tobacco and Alcohol Weekly, New Food and Brewing Technology. We have published advertisements in recent 15 issues in these magazines respectively, and issued some articles with soft advertisements, and the effect is also good, especially these magazines have a large circulation, and their target customers are very professional, so they are very influential publications in the industry.

7. In April, we held the first press conference, specially invited Secretary-General jiangsu provincial party committee to attend, and invited reporters from major Nanjing newspapers such as Jiangnan Times, Xinhua Daily, Modern Express, Yangzi Evening News, Nanjing Daily and Jinling Evening News, and then issued the first series of propaganda articles. Half a month before the launch, we made a week of comprehensive publicity in several major newspapers in Nanjing, and made good preparations in the early stage, which laid the foundation for the promotion of on-site visibility.

There are many outdoor advertising signs in Nanjing International Exhibition Center. Through our active efforts, we obtained an outdoor billboard of more than 400 square meters in the International Exhibition Center to promote this exhibition. We also hired a special design company to make an outdoor advertising map, which is very eye-catching from a distance. The billboard faces Xinzhuang overpass and Xuanwu Lake tunnel, and the passing vehicles are very dense. In this way, our advertisement stood for nearly two months, and the effect was very good.

Seven. Concluding remarks

On the afternoon of July 26th, 20xx, the exhibition officially closed. According to the satisfaction survey of the administrative department of the National Convention and Exhibition Center, the satisfaction of this exhibition reached 89%, the highest among all exhibitions in the first half of this year. By the way, several exhibitors withdrew from the exhibition in advance, because they found several big dealers and were eager to negotiate in detail, so they had to withdraw from the exhibition in advance, which also showed that the exhibition was more successful from another angle. However, some enterprises are not satisfied with our work because of the different nature of enterprises and different site conditions. But this is the first time that we have done such an exhibition, and the shortcomings are inevitable. I hope the second exhibition next year will be more successful.