Model essay on snack food marketing planning

Facing the new products with little brand awareness and many competing products in the market, how to promote XXX series snack foods in Yunnan market, increase sales, expand product awareness, seize market share and build a brand-new brand?

In my opinion, when new snack food products are put on the market, the conventional promotion mode of "market vividness → free tasting+personnel promotion → special price+news" is simply the "three waves" promotion mode; Planned products, our new products belong to the traditional cake and snack industry, or products that many family workshops can make! In the retail terminal, regardless of the size of the supermarket, the first thing that catches your eye is the colorful competing products, and countless low-priced products abound! Our most familiar products in the market are: Maoduoli series products produced by Yuxi Tianxin Company, MM series snack foods produced by Dali Bauer Company, and Sibeijia series snack foods produced by Yuxi Sibeijia Company. In the face of our products with both quality and taste, how to seize market share, increase product sales and build a brand-new brand? Practical promotion plan, that is, adopting the conventional style of FMCG: 1, intensively cultivating the market (and sorting out the market channels, mastering the effective points and grading)+gradually breaking through the regional market from point to area. 2, supermarket chains and hypermarkets as a new product pilot, choose between 30-40. The details are as follows: the first wave: the market vividly displays new products on the market. The launch time of the new product is tentatively scheduled for 20091October 25th, 65438, lasting for one month. The special exhibition fee is used to buy out the special exhibition space of the "snack food area" in the store, and all the new products launched by our company are displayed for more than 3SKU! I think: at the beginning of a new product, mobile advertising is good, and TV media advertising is also good. If the terminal does not have the popularity and display image of the product, no matter how good the advertising sensation is, it is useless, not to mention that we have no advertising support. Snack food is not like fast-moving consumer goods, it starts quickly! Secondly, we adopt the 3A marketing yingxiaoguanli.net strategy of Coca-Cola Company, which is known as the father of the brand, that is, "having something to eat, being affordable and being happy" emphasizes the marketing rate and vivid display image of products, which is particularly important for snack foods, because consumers who buy snack foods often have no intention to buy products, or 70% of them decide to buy products at retail terminals temporarily; Thirdly, the professional, orderly and systematic design and packaging of each item of our new 3SKU is a brand display in itself, and the product images on both sides of the end frame (made according to the terminal position, product promotion KT board) will leave a good impression even if consumers pass by! The first wave of special exhibition results: with the quality and taste of our products, I think at least many consumers will buy our products again! So how to "strike while the iron is hot and seize the opportunity" to consolidate the consumer groups that have already purchased? I think we should quickly implement the second wave plan of launching new products: the promotion plan of "free goods Jian+Personnel Promotion+End Rack"! The second wave: free goods Jian+personnel promotion+end-rack promotion plan, with specific steps as follows: 1. Stop by winning: that is, in the case of good initial sales, supermarkets and buyers have established a good impression on our products, so this time we should buy back the last special display space of the end shelf and should not leave any breathing space for competing products; 2. Training, recruitment and implementation of the promotion plan: 5 business personnel from the marketing center are used, (planning the regional management of the promotion terminal, because the channels and departments contacted by this promotion activity are relatively wide, in order to avoid the occurrence of imperfect implementation and shirking work responsibilities, the marketing director personally takes the lead and sets up a working group to comprehensively carry out the implementation, supervision and implementation of this promotion activity), plus XX temporary promoters and XX people. After the training, the promotion activities of free goods Jian will be implemented, and the time period will be selected from Monday to Friday: 14: 00 ~ 18: 00, 19: 30 ~ 2 1: 00 * * 5 and a half hours a day, and Saturday and Sunday: 9: 00 ~. In the evening 19:30-2 1:00, 8 and a half hours a day will be spent in free goods to promote goods, and the weekend will be arranged in stores (such as Zuda, Easy Home, Carrefour, etc. ) the system business is good and the flow of young people is large. 10 days later, the appraisal activity in free goods will be over (depending on the activity, the appraisal time in free goods can be extended by one month). I think: manufacturers pay more and more attention to the promotion of product terminals. According to the maturity of products, practical marketing methods can quickly increase product sales, so terminal interception has become a common practice of many manufacturers! For example, XXXX international brand has done research, and in the hypermarket, choosing a favorable opportunity to arrange promoters to promote sales can increase sales by 30% or even more than usual without any promotion; For another example, in 2000, Shu Lei in the cosmetics industry was equipped with 1 sales promotion girls according to the size of the supermarket, forcibly taking away 20% of the four brands "Head & Shoulders, Pan Ting, Rejoice and Sassoon" of P&G, the so-called godfather of marketing, creating a miracle of terminal interception! 4. free goods Jian is a good weapon for the rapid sales of new products after listing. As long as our products are of excellent quality and good taste, free goods is an important way for consumers to experience products. Many consumers make their first purchase through free tasting and then become loyal customers!