How do food enterprises plan the marketing of specialty stores?

The development of food market is changing with each passing day, and the food consumption in China is also showing signs of upgrading. The practice of food marketing in China has gone through more than 20 years. Since marketing entered China, our marketing practice has become increasingly mature, and the marketing concept has returned to the essence of marketing. Therefore, as an important aspect of marketing ability, marketing planning has increasingly become the key to the success or failure of enterprise marketing. The vegetable market has the characteristics of both the general market and the vegetable market itself. Therefore, food marketing planning must also pay attention to absorb the advantages of other market planning, and at the same time grasp the characteristics of the food market itself for targeted planning, thus affecting the market and achieving good market performance. Through the basic grasp of the food market and the grasp of the marketing law itself, food marketing planning should follow nine tips.

1, starting from the needs and psychology of consumers, throughout;

The basic point of modern marketing is to focus on the needs of consumers, and all marketing activities should focus on the needs of consumers. Paying attention to the needs of consumers means paying attention to the market. The success or failure of marketing planning is determined by the accuracy of grasping consumer demand. Therefore, before any marketing plan is carried out, we should go deep into the market and understand the real feelings of consumers, so that the marketing plan can be put in place and the market effect can be achieved. Consumers' food consumption psychology is subtle. Perhaps what consumers show is not their true inner feelings. If the planning can not accurately grasp the psychology of consumers, it may be "very small, a thousand miles away." Instant coffee was produced in America in the early 20th century. At the beginning of listing, the decision makers of Maxwell, an instant coffee manufacturer, thought that instant coffee could free American housewives from the tedious coffee making, saving time and effort compared with traditional hand-ground coffee. Therefore, they decided to launch a publicity campaign to American housewives and vigorously promote the basic characteristics of instant coffee. After the launch of the plan, the market response was flat, and the effect of promoting instant coffee was not achieved. It can be said that the original plan was a failure. Maxwell's marketers were confused and had to turn to psychologists. Through extensive and in-depth analysis by psychologists, the crux of the problem was found. It turns out that in the early 20th century, in the concept of American housewives, the tedious process of making coffee was regarded as a sign of hard work, while buying instant coffee was contrary to this concept. Buying instant coffee to save time and energy is a sign of lazy housewives. No wonder instant coffee is not accepted by housewives. Knowing this subtle consumer psychology, Maxwell Coffee readjusted its planning scheme, turned to appeal for the mellow taste of instant coffee, and invited President Roosevelt to advertise it. Inspired by President Roosevelt's phrase, "Although the dripping water is fragrant, the meaning is still unfinished", American housewives are scrambling to taste the mellow taste of instant coffee, and instant coffee has entered thousands of households in the United States, and Maxwell has become the most competitive coffee brand in the United States.

Esme Food Company in California is called "the company after today". In order to cater to consumers' psychology, the company employs 42 food designers and formulators, and always designs more than 65,438+00 new foods every week. However, the company does not blindly launch these 65,438+00 new foods, but tests the customer's reaction before launching. Its practice is to set up a so-called "today and tomorrow" counter in the company's sales department. Every day at this counter, there are always several newly designed food samples displayed for customers to taste for free; The company has also made a rule that the new food displayed at the "Today and After" counter will be displayed for people to taste today, ordered tomorrow and sold publicly the day after tomorrow. The company predicts the market demand from the number of customers' tastes and makes the listing plan. This move has greatly attracted consumers and made the company "today and tomorrow" a leader among peers.

The success or failure of planning before and after instant coffee depends on the accurate grasp of consumers' psychology, while Esme Food Company decides its own products according to consumers' needs, thus winning the favor of consumers. Undoubtedly, the demand of consumers determines the direction and content of planning. The needs of food consumers are diverse and constantly changing. In the whole planning, we must always grasp the demands and psychology of consumers in order to achieve good market performance.

2. Clearly defined target market, absorbing the basic characteristics of the target market as planning elements;

There are many kinds of food, food consumption is also very different, and the consumption habits of different types of consumer groups are also different. No food brand can satisfy all consumers, and it is impossible for all consumers to accept a certain food or a certain food brand. Now the homogenization of products is very serious. Every food brand must be clear about its target consumers and carry out marketing activities according to the characteristics of specific consumers. According to different consumer groups, the direction of marketing planning is different For example, the elderly health food for the elderly is easily accepted by the community through the form that the elderly love to see and hear, and the novel and unique marketing planning means may be counterproductive here. Therefore, in planning, every food brand should lock its own consumer groups, make clear its target market, do a good job in positioning consumers, and then plan according to the characteristics of the target market.

Xizhilang jelly is the most influential jelly brand in China, with a market share of 83%. In order to further expand the market, at the beginning of 1998, it launched its own sub-brand Crystal Love, which strictly defined its target market-young couples. Marketing planners made a fuss about the characteristics of young couples from the beginning. The brand was named "Crystal Love" and was hailed as "Crystal Noble Romantic Love". At the same time, the shape of jelly has also changed from the traditional small bowl style to the heart shape, and two cartoon characters on the cover embrace each other, adding a little charm to this heart-shaped jelly. Crystal love gift box is a heart-shaped box, which contains some heart-shaped jelly; The colors are blue, purple and pink, and each color of jelly has a different name, romantic story and taste of love. One color of crystal love represents a kind of love "language of love";

Green: I really want to see you;

Purple: I miss you so much, you hold me tight;

Yellow: I really want to say sorry to you;

Red: I really want to be with you every day;

Transparency: I really can't live without you;

Pink: Love you forever;

Later, the expression of crystal love deepened and sublimated:

Red: I really miss you;

Pink: Love you forever;

Purple: It's good to have you;

Tomorrow's tomorrow: Will you still send me crystal love?

At the same time, in various activities, planning is carried out around the psychology of young couples, and love is determined as the theme of the whole marketing planning: taking the hot screening of Titanic in China as an opportunity, Titanic is advertised nationwide and broadcast on TV stations; And creatively carried out the title of TV series, transplanted the common methods of program title and event title When Phoenix TV introduced the Japanese love idol drama "Ideal Marriage", it negotiated with it to rename the drama "Love in Crystal" and took the advertising song "Love in Crystal" as the theme song, completely getting rid of the traditional forms of TV commercials and movie breaks. Considering that modern young couples are keen to use e-cards as a way to communicate and express their feelings, Xizhilang has also effectively integrated emerging online media resources and cooperated with Sina. Com sponsored the background version of the homepage of the electronic greeting card channel, the channel recommendation card and all the greeting cards of the channel to be postmarked "Crystal Love", and specially launched the Valentine's Day electronic greeting cards with the theme of "Crystal Love" and the themes of "Love in this life" and "Indulge in the sunset"

The success of marketing planning of Crystal Love benefits from its grasp of the target market characteristics of "young lovers" and its colorful theme planning around the target market. Therefore, only with a clear understanding of the target market can we carry out colorful planning.

3, planning based on product quality, dig deep into the characteristics of the product itself, and highlight the innovation of the product;

David ogilvy, a world-famous master of marketing planning, once said that good products are the foundation of marketing promotion, while the better the bad products are promoted, the faster the products will die. Thus, any marketing plan must be based on good products. To ensure the success of food marketing planning, the food itself must be excellent. And many times, the food itself contains the creative points of marketing planning. Therefore, food marketing planners must fully grasp the characteristics of food itself and dig out unique things from the seemingly ordinary surface, so that food marketing planning can stand out from many brands and occupy a place in the market. When planning for Hulk, Leo Boehner, the main planner, got inspiration from the process of harvesting peas by vegetable farmers, and planned the marketing idea of "harvesting in the moonlight", which clearly and accurately conveyed the fresh quality of Hulk canned peas, was highly recognized by consumers and created a famous brand of Hulk canned peas. The unique selling point of Nongfu Spring "Nongfu Spring is a little sweet" comes from ordinary bottled drinking water, which shows that the food product itself has natural planning creativity, and the key to planning creativity lies in discovery.

There are countless kinds of food, and the differences between them are even more colorful. It is a simple and feasible idea to find some unique aspects from the colorful product differences for planning. Avoiding direct competition from root competitors by finding or creating product-based differences is the guarantee of successful planning.

Another brand of Yangshengtang, Farmer Orchard, is another classic of planning, which takes advantage of the differentiation of the product itself to pre-empt. Choosing mixed juice as a breakthrough point is an important planning of farmers' orchard marketing. There are many flavors of juice drinks packaged with PET in the market, including orange juice, grapefruit juice, apple juice, blueberry, locust fruit, lemon juice, grape juice, pear juice, mango juice, peach juice, apricot juice, kiwi fruit juice, strawberry juice, hawthorn juice, pineapple juice, passion fruit juice, tomato juice, pomegranate juice and so on. There are generally four kinds of orange juice, apple juice, peach juice and grape juice. However, these products generally have a single taste, such as unified "fresher orange", Huiyuan's "really fresh orange", Coca-Cola's "queer" and Suntory, etc. At present, the main competition in the market stays in a single orange juice taste.

As a backward brand, Nongfuguoyuan did not follow the existing taste like ordinary manufacturers in product design, but chose "mixed taste" as a breakthrough, and stood firm in the juice market with strong hands.

It is another important rule of food marketing planning to dig deep into the characteristics of food itself and adopt creative expressions.

4. Pay attention to terminal marketing promotion, which directly affects consumers' purchase;

Food is a product with a wide range of consumers. For food manufacturers, the terminal is the battlefield of hand-to-hand combat among brands. Terminal promotion strategy is increasingly favored by many manufacturers and businesses. Most foods lack the strength of large-scale advertising promotion, so terminal promotion strategies with relatively low cost and good immediate effect are generally adopted. At the same time, the terminal is the last breakthrough point of product sales channels, where consumers will face products, evaluate products and make choices. Therefore, limited storefront space and shelf area have become valuable promotional resources, and terminal promotional information has become the last blow to gather information memory and trigger purchase desire. At the same time, the impulsive purchase in consumers' buying behavior is also caused by various incentive measures at the sales site, such as in-store display and discount notice. Most foods are low-value consumables, that is, small unit value, one-time consumption and repeated purchase. For this kind of products, consumers' purchase belongs to "change-seeking purchase behavior", that is, although there are differences between brands, consumers will not spend too much energy on comparison and selection, and their participation is low. Therefore, grasping the attention of the terminal is the key factor to realize the promotion of food sales.

In the marketing planning of the terminal, on the one hand, we should make full use of promotional materials (POS) to shape the sales atmosphere and stimulate consumers' desire to buy. Beske Food Co., Ltd., a world-famous food giant, has accumulated many years of sales promotion experience, and thinks that the discount mark can increase sales by 23% and the product confirmation mark can increase sales by 65,438+08%. It can be seen that manufacturers should make maximum use of POS such as shelf frames, flags, billboards and posters. Secondly, we should find ways to occupy the best display position of the terminal. In order to make products appear in front of people as soon as possible, get attention and attract customers to buy, the ideal location should be the place where people pass first, that is, the location that customers can see as soon as they enter the door, and the high circulation area of customers. Especially for product brands with high market share, occupying the end position of the first shelf is often the most direct means to show consumers and competitors their high brand awareness and large market share.

Terminal marketing promotion needs to consider many details, which is a necessary condition to ensure the realization of the whole marketing planning, otherwise even the best planning will fall short.

5. Make good use of various promotion methods and implement integrated marketing;

Master Schultz's integrated marketing theory, founded in the early 1990s, quickly swept the world. Its connotation is to take consumers as the core, reorganize enterprise behavior and market behavior, comprehensively coordinate the use of various forms of communication, achieve two-way communication with consumers with a unified goal, unified communication image and consistent product information, quickly establish the position of product brands in consumers' minds, and establish a long-term close relationship between products and consumers, so as to achieve the purpose of advertising communication and product marketing more effectively. Integrated marketing communication is a concept and a process. Integration means integrity, and only by realizing the integrity of communication activities can synergy be produced.

In food marketing planning, introducing the concept and technology of integrated marketing communication will greatly improve the effect of food marketing planning. Food consumers are faced with abundant information and various communication tools, such as advertising, public relations, business promotion, event marketing and so on. , and extremely rich. Therefore, it is necessary to plan the information of food brands in a unified way, face food consumers completely and uniformly, and maximize the effect of food marketing planning.

Because the strategy of integrated marketing communication is very clear, through the integration of various means of communication, with the support of low cost, the spread of Queer has reached high efficiency. Taking the Beijing market as an example, the market cost of Queer's listing for one year is less than 4.5 million yuan, including 47% of the three-month TV advertisement; 65,438+00% is used to encourage access and commodity distribution, such as store entrance fees, access purchase incentives and promotions, salesman purchase and display incentives, price subsidies, and commodity distribution promotions along the street attended by all employees; 8% is used for public relations activities, such as press conferences, soft articles, direct marketing during children's factory visits, holiday roadshows, etc. 35% is used for consumer promotion activities such as exhibitions and free drinks.

From June 20001year to June 2000 10, the "king of adding calcium and Luo Jin" sausage systematically planned the launch and promotion activities of new products with the concept and means of integrated marketing communication, and launched a huge market battle in the highly competitive ham sausage market, which played a great role in integrated marketing communication. The advertising strategy of integrated marketing communication includes two elements: the advertising content of "one voice" and uninterrupted advertising. In the listing of the new product "Golden Calcium Dragon King", according to the advertising strategy of integrated marketing communication, TV advertisements, radio advertisements, print advertisements, DM advertisements, POP advertisements and other media are unified and integrated, so as to maximize consumers' cognition. Promotion is the key link of integrated marketing communication. In the promotion of "Golden Calcium Dragon King", the strategy of triple promotion and "push-pull combination" was adopted for dealers, consumers and salespeople, which straightened out the interest relationship of product distribution channels, not only enhanced the enthusiasm of dealers and salespeople to promote products, but also stimulated consumers' desire and demand for purchase through attractive promotional prizes. Terminal is the place where products meet consumers directly, the end link of distribution channels and the main battlefield for similar products to compete for customers fiercely. The effect of terminal marketing directly determines the success of the integrated planning scheme for new product listing. In the terminal promotion of "Golden Dragon King for Supplementing Calcium", we should focus on sweeping the streets to make the market lively, and public relations promotion will really make consumers "see", "buy" and "eat happily". In the process of marketing promotion of "Golden Calcium King", enterprises and consumers should put themselves in the position of consumers at all times under the guidance of integrated marketing theory, comprehensively use various marketing communication tools, and make "Golden Calcium King" ham sausage in the highly competitive "King" brand high-temperature ham sausage market with the advantages of clear and differentiated product positioning, integrated promotion, integrated communication and integrated channels. It has created a record of monthly sales exceeding 1000 tons, leaving the similar products launched by competitor 1999 far behind and becoming the leading product of functional meat products.

Integrated marketing communication is a brand-new planning concept. It is a new task of food marketing planning to fully grasp all kinds of communication tools and make the most reasonable combination.

6. Establish a unique planning theme that runs through the whole planning;

Food marketing planning involves the use of many marketing methods, and due to the introduction of integrated marketing communication theory, in order to achieve good results, it is necessary to have a clear theme to guide the whole planning, that is, to establish a unique theme so that the theme runs through the whole planning. The theme is the eyes of marketing planning, which can make the finishing point. Rozel Reeves, a famous American planning master, put forward the famous USP theory, which has become an important tool for thinking about the planning theme. The so-called USP is the English abbreviation of "unique sales proposition". This theory requires planners to pay attention to three points when considering the theme: first, they should dig out unique points from products or brands or related events; Second, this point should be able to promote sales and be accepted by consumers; The third is to refine this point into a refined sentence to summarize. This requires planners not only to be familiar with products and brands, but also to be good at grasping social hotspots and drawing corresponding themes from them. At the same time, planners are required to have a good command of writing. Once the corresponding theme is established, we must carry out corresponding planning activities around the theme in a certain period of time, and we must not deviate from the theme. At m & amp； In the planning of M'S chocolate, there was no icing at that time, so Roth Reeves put forward the propaganda theme of "only soluble in mouth, not soluble in hand", which greatly stimulated consumers' desire and increased sales, and has continued to this day. Expanded mergers and acquisitions; The popularity of m has improved the brand influence.

For example, the style of the whole marketing planning is completely determined by the theme, which has achieved great success. In many people's minds, vodka and Russia are almost the same concept. But Sweden's "Absolute Vodka" has carried out the theme planning of "Absolute" from beginning to end. The creative ideas of print advertisements are all centered on strange bottle close-ups. Here are two English words in a line, always with "absolute" as the first word and a word representing quality as the second word. Such as "perfect" or "clear". This series of plans to promote the theme of "Absolute Vodka" established the fashion status of "Absolute Vodka" and sold well all over the world for fifteen years. It can be seen that the theme determines power.

7. Assess the situation and skillfully use social events for planning;

Food marketing planning is not isolated. Good marketing planning must be able to integrate into the social background. In fact, marketing planning itself is a response to social emotions and events. When a major event occurs, the attention of the whole society will be focused on this event. Ignoring the influence of social events and conducting marketing planning in isolation will be difficult to receive the due market effect. Clever planning will use social events to spread market influence for its own enterprise, brand or product. June 65438+10/October 65438+At 7 o'clock in the morning of June 2003, the manned spacecraft "Shenzhou 5" landed successfully, which attracted worldwide attention. This is an event with world influence, which has aroused unprecedented concern of the people all over the country. Almost at the same time, Mengniu's advertisement appeared on the portal website where the public can know the news in real time. Around 9 o'clock, Mengniu's advertisement on CCTV began. Before noon 12, TV advertisements and street sign advertisements in Beijing, Guangzhou, Shanghai and other cities were all successfully docked. The outdoor waiting halls of more than 30 cities in China were occupied by advertisements of Mengniu, and the words "Mengniu cheers for China Aerospace" appeared on more than half of Beijing buses. On the same day, Mengniu's brand-new TV advertisement-"Delivery-Replenishment-Docking" appeared simultaneously on CCTV and local TV channels, with great momentum. The marketing planning of "Mengniu China astronaut special dairy products" gave a strong shock to the food industry in China, and achieved very good market results. From June 5438+00, 2003 to April 2004, that is, from the day when "Shenzhou 5" flew, the sales volume of Mengniu liquid milk has been the first in China for seven consecutive months. The key to the success of this marketing plan is to make use of the "Shenzhou 5" incident. As early as the first half of 2002, Mengniu began to contact China Aerospace Foundation. Through strict procedures, Mengniu products were recognized as "special products for China astronauts". In line with this incident, Mengniu prepared a number of detailed plans, comprehensively considered various situations, and finally launched Mengniu at the most appropriate time, thus establishing Mengniu's market position.

8. Pay attention to regional characteristics and follow the planning criteria of regional differentiation;

China is a country with large geographical area, large population and wide distribution. Due to the influence of geographical and climatic conditions, cultural differences are more obvious. In this way, regional subcultures inevitably exist in various regions, and consumers' buying behaviors and habits are also deeply influenced by these subcultures. For example, Guangdong cuisine, Sichuan cuisine, Shandong cuisine and Beijing cuisine have their own styles. Therefore, food marketing planning must also adopt different marketing strategies for different regional subcultures.

Hualong instant noodles can rise suddenly in Master Kong and the unified instant noodle market, and grow from a regional brand to a national brand second only to Master Kong, which has the strength to compete with Master Kong, and its marketing planning strategy of regional differentiation is indispensable. From the following table, we can see the characteristics of Hualong strategy.

Therefore, different regions of China food market require marketing planners not to treat all regions equally, but to go deep into each region, fully grasp the characteristics of each region, and put forward different marketing planning schemes for different regions, so that the planning schemes are not "acclimatized" and give full play to the role of marketing planning in each region.

9. Planning must consider the feasibility of implementation, and how to organize it is also a problem that must be considered in planning;

Marketing planning is a comprehensive activity and integration of resources, involving a wide range. Therefore, when considering the marketing planning scheme, we must consider the feasibility of implementation. At the same time, we should fully consider all aspects of the planning to ensure that the planning is in place. Therefore, we must ensure the success of marketing planning. On the one hand, marketing planning departments or personnel need to have high communication and coordination skills; Secondly, when considering the planning scheme, we should fully consider all kinds of unexpected factors and put forward some alternative schemes. In the planning of "Special Products for China Astronauts", Mengniu predicted in advance that the success probability of Shenzhou 5's successful launch and return was higher than any space launch. But even with 99.99% hope, Mengniu has prepared a detailed prognosis plan, which makes Mengniu's propaganda advance and retreat. In addition, with the help of the idea of project management, the progress of the whole planning and the connection of each link are scientifically managed. Finally, we should do a good job in training personnel involved in planning and implementation, and follow up and adjust at any time.