Three model articles on fast food marketing planning scheme

When you walk into the supermarket, you will see a lot of snacks and foods, with novel and fashionable packaging, and consumers are constantly buying them. Snack food is gradually upgrading into a daily necessity consumer goods. With the development of economy and the improvement of consumption level, consumers are increasingly demanding the quantity and quality of snack food. So how should the plan be planned? The following are the contents of three sample articles on snack marketing planning scheme that I have compiled for you. I hope I can help you. Welcome to read!

Snack marketing planning scheme 1 1. The purpose and task of marketing planning:

This plan is a network marketing plan, which aims to make snack food successfully launched on the Internet, gain more market share in the dazzling snack food network market, win the favor of consumers, gain greater corporate interests, and be recognized by the vast number of online consumers on the Internet.

Second, the product overview:

The main selling point of snack food is not supplementing nutrition, but its unique delicacy or something that gives consumers a good leisure enjoyment. There are three main consumption characteristics of snack food: flavor, nutrition, enjoyment and characteristics. Consumers cover all groups: children's snacks, teenagers' enjoyment and leisure interests of adults and the elderly.

As a huge and rapidly expanding market, China's snack food market has the following characteristics, which is also the mainstream direction of snack food:

(A) more and more close to people's eating habits and psychology, become palatable.

1, with soup, easy to chew, easy to swallow, easy to digest, such as binding potato chips with mineral water;

2. To satisfy the mentality of seeking novelty and change, people's taste buds must be constantly stimulated by new tastes or tastes in order to maintain a continuous sense of satisfaction;

3. Health, although consumers are not very clear about it, is very important among the influencing factors of their purchase decision. Consumers will have a certain demand for the functionality of food, and different functions become the premise of market segmentation;

(2) Judging from people's purchasing habits and psychology, it should be pleasing to the eye and satisfy the dominant ideology. Namely. Food, color and sex?

1, convenient, selling point should be close, and the purchase process should reflect the concept of leisure;

2, timeliness, to meet their irrational needs on a whim;

3, observability, leisure is a comprehensive concept, not only delicious but also beautiful, where is the best in the store? Bulk product area;

4, participation, everyone has a desire to dominate, delicious and fun;

Third, the market environment analysis:

1, environmental conditions of snack food industry

2. Online consumer analysis:

(1) Network User Analysis

(2) The rapid popularization of online shopping consumption.

With the popularity of the Internet, online shopping has gradually become one of people's consumption patterns. Online shopping is safe, convenient and fast, which is the future development trend. At present, there are two main service modes of online shopping: c2c platform, that is, e-commerce between individuals, that is, the mode of individual merchants to consumers; B2c platform is an e-commerce between businesses and individuals, that is, the mode of enterprises (or units) to consumers.

3. Analysis of the characteristics of snack food;

① The rise of young consumer groups

② Healthy food is in the leading position.

③ Different types of snack foods have different popularity.

④ High-income families have become the mainstream of snack food consumption.

⑤ The product update speed is fast.

Fourthly, the analysis of snack food customer groups.

Five, the profit model of network marketing

1, the traditional profit model of network marketing: establishing enterprise product websites; Open an online shop on the commercial platform of the network; Online advertising sales and so on.

2. Students' new profit model: blog marketing, microblog promotion, cooperation with large group buying websites and so on.

Six, 4p marketing mix:

1. product: establish a healthy brand of snack food and actively promote green organic snacks.

2. Channels:

(1) Opening online stores on various sales platforms (not yet realized)

(2) Establish a blog to introduce and promote the corresponding products.

(3) Establish Weibo and promote healthy and delicious leisure snacks.

(4) Cooperate with large group buying websites to carry out low-cost group buying activities.

Snack marketing planning scheme 2 I. Planning background

(1) There are many kinds of snack foods in the supermarket, including potato chips, shrimp strips, ice cream, preserved fruit, preserved plum, peanuts, pine nuts, almonds, pistachios, fish fillets and dried meat. The packaging of these snack foods is novel and fashionable, which has become the new favorite of young fashionistas.

According to the statistics of 20 10, the market capacity of snack food in China has reached1673.3 billion yuan. China has a large population and rich consumption level. Snack food will create many new market opportunities and have great consumption potential. Pumpkin seeds, almonds, fruit and vegetable chips and other products are now the most popular snack foods in China, which shows that the concept of snack foods by consumers in China is still in the early stage of development, leading brands have not yet been formed, and the market pattern of monopoly competition in food categories such as instant noodles, edible oil and beverages is far from being formed.

(2) As the snack food manufacturing industry is a highly open industry, although the number of foreign-funded enterprises is small, it accounts for more than half of the total sales revenue and profits of the snack food market in China. Faced with huge market opportunities, many domestic enterprises are struggling to develop. Why? Because what they lack is not capital, equipment and market, but the comprehensive control ability of integrated marketing. For many enterprises that produce snack food, the market opportunities are equal, and whether the market scale can be expanded quickly depends mainly on their understanding and grasp of this market field.

(3) For us, the current market form has created great opportunities for us. As long as we position ourselves accurately, target marketing and participate in the market steadily, accurately and quickly, we will become the leading brand in this industry. Industry leader? The throne.

Second, the market situation

1, market capacity

According to statistics, in 20 10, the market capacity of snack food in China has reached1673.3 billion yuan. Although the market is growing rapidly, the per capita consumption in China is only 26.6 grams, far below the consumption level of 2.6 kilograms in developed countries. As China has a large population and rich consumption level, snack food will create more new market opportunities and have great consumption potential.

Although the price of snack food is mostly only a few yuan, there are three brands in the global snack food market, with sales of 654.38 billion US dollars. The brand of snack food is three-dimensional, crisp, enjoyable and tasty. In the snack food market in China, many famous brands such as Shanghaojia, Xizhilang, Kebike, Want Want, Hsu Fu Kee and qiaqia have also been cultivated.

2. Competitive products

leave out

Third, consumer analysis.

1, consumer groups

There are obvious differences in the target consumer groups targeted by different categories of products at different price points. For example, although it overlaps with the target consumer groups of potato chips, melon seeds and puffed food, the difference is more obvious. The target consumers of pistachios are mostly white-collar workers among young women; The target consumers of potato chips are more children and students. In addition to age and gender, the snack food market will be subdivided by consumers' occupation, income, education level, consumer demand and consumer psychology. For example, according to consumer demand, snack food can be divided into basic, flavor, nutrition, value, enjoyment and so on.

Because our product positioning is foreign products, we need to adopt the method of high price and high promotion. Therefore, the main consumers of our products are middle and high-end consumers, mainly people aged 2030, and the other part is housewives aged 3045. The product is positioned as enjoyment type.

2. Purpose of purchase

Fashion women: this kind of consumers are mainly unmarried or childless women, and their consumption purpose and mentality are mainly to highlight their fashionable, trendy, high-grade and healthy spiritual personality.

Housewives: This kind of consumers are mainly married women aged 30-45, and their consumption purpose is mainly to highlight the needs of high-end, health, hospitality, leisure food and gifts.

3. Purchase channel

Fashion women: K/A supermarkets, bars, discos, KTV bars, karaoke bars, cinemas, opera houses, leisure places, clubs, office buildings, restaurants, fitness centers, restaurants, hotels, scenic spots, parks, stations, horseheads and airports.

Housewives: leisure places, restaurants, fitness centers, restaurants, hotels, teahouses, scenic spots, parks, stations, horseheads and airports.

Snack marketing planning scheme 3 I. Market analysis

1, target group

As can be seen from the business projects of this store, this store mainly deals in roasted seeds and nuts, sweets, dried fruits, nuts and preserves, and mainly deals in snacks. The main customers who consume these products are women. The store is located on the edge of the university campus, so it can be judged that the main target consumer group of the store is female college students.

2. Target group analysis

The main target group of the store is female college students, who like to eat snacks. Economically speaking, this consumer group has no fixed source of income and its consumption power is relatively low. Therefore, excessive prices will restrict the consumption of this group. Good quality and low price are the main criteria for their choice, and they often like to buy their favorite snacks in small quantities for many times. Judging from the consumption habits, this group often likes to go shopping in groups, and the group characteristics are more obvious. From the analysis of the special environment of the campus, due to the limitation of school classes, this group spends relatively concentrated time at noon and after dinner.

In addition, new students and graduates leave the university every year, so there will be new consumer customers and lost customers every year. At the beginning of freshmen's enrollment, they buy snacks without choosing similar products, which is arbitrary.

3. Analysis of competitive environment

Affected by economic interests, two similar stores have also opened around to participate in the competition. The influence of horizontal competition led to a sharp decline in the store's sales. Influenced by the special environment of the university, the newly-added consumer groups will buy similar products randomly every year, resulting in new stores and old stores standing on the same starting line with the same competitive advantage.

Second, the refinement and specific operation of marketing strategy

1, packaging products according to certain specifications.

Considering the consumption ability and portability of the target consumer groups, it is suggested that the products should be quantitatively packaged. Suppose, with 200 grams as the standard, the packaging and price are X yuan. The reform of packaging, on the one hand, caters to consumers' consumption habits and provides convenience for consumers, on the other hand, packaging products can improve the quality and aesthetics of products and increase the profit space of businesses. At the same time, the change of packaging also provides conditions and convenience for the follow-up marketing activities.

2. For new customers: adopt? Try it? Ways to attract new customers

Due to the influence of the special environment of the university, new and old customers alternate. Therefore, in order to increase turnover, we must seize new consumer groups every year. Because the new college students are not familiar with the whole environment, which leads to the randomness of consumption, some factors should be used to attract some customers to spend. Personal advice, with? Try it? Ways to attract these customers. For what? Try it? Many stores have this practice, but only when customers come to make inquiries, they do not operate openly. What's the name of the freshmen who just entered the campus? Free try or taste? The cover (if possible, you can make an X platform or poster and display it in a conspicuous position in the store) so that customers can see it directly at a glance, which can greatly attract them to try and experience. ? Try it? What we provide is not only to let customers taste the products and know about them, but also to dispel new customers' scruples about unfamiliar environment (in some places, once customers ask, they must buy them, so newcomers will be more or less nervous about unfamiliar environment).

Conditional can set up a special tasting area, provide disposable bamboo sticks or other tableware for customers to use and taste. It can not only attract customers, but also enhance the image of the store.

3. Arrange promotional activities according to the schedule of the target group.

According to the working hours of the student groups, it can be seen that the time after lunch and the time after dinner are the relatively concentrated time of the student groups. According to the students' schedule, some promotional activities can be arranged at the time when people are concentrated to increase turnover.

(Note: In order to increase the effect of promotional activities, shopkeepers can increase gifts and set a limit on the number of people. )

Giving away is an indirect price strategy, and quantitative packaging can ensure higher profits of products and ensure that giving away will not reduce profits. By giving away, on the one hand, we can stabilize the price of products and avoid direct price competition, on the other hand, we can cater to customers' cheap and affordable consumption psychology.

4. Arrange promotional activities for holidays.

Major holidays, you can properly arrange promotional activities. For example, in the Mid-Autumn Festival, at the original noon and evening promotion time, 1 moon cake was given to cater to consumers' working hours.

Three. Other suggestions

Shopkeepers can increase product sales through channel construction. Details are as follows:

Restaurant cooperation. Bring products (roasted seeds and nuts) into the restaurant as pre-meal Fluttershy.

In the form of wholesale, the products will be spread to retail stores on campus.

For campus group gatherings, set up preferential services for bulk purchase (assuming 10% discount for the first time, 8.5% discount for the second time and 20% discount for the third time, adopt the method of attracting customers step by step to firmly attract customers).

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