Hometown specialty network marketing planning

Do you want to contribute to the specialty marketing in your hometown? First of all, it is very important to write marketing plan. The following is the "Hometown Specialty Network Marketing Plan Book" compiled by me for your reference only. Welcome to read this article.

Since the reform and opening up, people's living standards have been greatly improved. People are not only satisfied with food and clothing, but also willing to pursue healthy eating habits. Therefore, green diet and pollution-free have become people's first choice. Let me introduce our local specialty and its product marketing planning scheme, so that it can go out of the local area and bring more delicious food to people. With the help of its own brand advantages, product marketing planning is carried out on the premise of ensuring product quality. Constantly improve varieties, bring forth the old and bring forth the new, and develop high-end products and innovative products with fine packaging. Packaging should be high-grade, meet the psychological needs of high-end customers, occupy the high-end market, and win by surprise.

I. Analysis of product market conditions

1. Product description:

As a specialty of my hometown, day lily was planted on a large scale in xx field of X county more than 200 years ago, so it is called Wu cuisine. Quxian specialty. The planting area is more than 40,000 mu, and the annual output is xx,000 Jin, ranking first in the country. Day lily in X county is famous for its unique 7 stamens and 6-8 petals. It is famous for its Huang Liang color, rich fragrance, plump meat and thick stems. So it is also called "Post-China Day Lily". Day lily in Quxian county is rich in protein, crude fiber, ash, calcium, phosphorus, iron, carotene, thiamine, nicotinic acid, riboflavin, vitamins A, B, C, E, selenium, plant polysaccharide, etc. It has the functions of promoting digestion, detoxicating, lowering blood pressure, promoting lactation, diuresis, appetizing and calming the nerves. The day lily in Quxian is a delicious dish at the banquet.

2. Product market analysis:

X county is a vibrant county-level city with rich water and soil resources, and natural conditions are suitable for the planting and development of yellow flowers. With the help of the favorable opportunity of the county government to vigorously develop the green industry and the agglomeration effect of the formation of the green industry, it has become a green business card of Quxian County. With the continuous improvement of people's living standards and the gradual enhancement of health care awareness, green products have broad development prospects and huge market potential.

At present, many farmers in X County grow yellow flowers as cash crops. With the brand of Huanghua, Huanghua has a tendency to go out of the province. At present, there are few companies selling daylily in Quxian County, and there is still a lot of sales space in the market.

3. Product competition analysis:

With the improvement of living standards, the enhancement of business awareness, the public's favor for green products, and the government's support and investment in green industries, Huanghua brand has just been established and is still in its infancy, and its brand awareness has just risen. Few companies have participated in the competition, and the company has just started, and there are still many shortcomings. I believe that with the passage of time, the company will grow and develop slowly, and sell the specialties of Quxian County so that everyone can taste delicious Huanghua.

4. Consumer groups:

It is suitable for everyone to eat, does not contain any substances harmful to health, and is a good thing for cooking and giving gifts.

5, product marketing planning-internal and external environment analysis:

First, the internal environment analysis:

★ Advantages: As a local brand with strong affinity, daylily enjoys a good reputation in the county, which reduces a lot of publicity costs and is conducive to promotion. Investors have strong brand awareness, strong sense of success, strong comprehensive quality, strong awareness of marketing and advertising, certain social resources and certain economic foundation, and have formed a part of stable customer resources.

Disadvantages: It is still in its infancy, with low market share, no own marketing network and team, lack of personnel, single channel, imperfect products, and its own Huanghua base, which makes it difficult to ensure stable product quality, rough packaging of finished products, insufficient preparation of holiday products, strong management randomness, and concept-oriented, not corporate operation. We should do a good job in our product portfolio, highlight key points, really go out and form economies of scale.

B, external environment analysis:

★ Opportunity: The natural conditions of water and soil in Quxian County are suitable for the planting and development of yellow flowers. With the favorable opportunity of X county government to vigorously develop green industry and the formed climate of green industry agglomeration effect, * * * will create Songyuan's green business card.

With the continuous improvement of people's living standards and the increasing awareness of health care, the market prospect of green products is broad; The concept of green, healthy and distinctive gifts, the pursuit of returning to the original nature and psychological needs, the psychology of comparing gifts, high-end consumption is not afraid of expensive, as long as it is particularly exquisite.

★ Threat: Due to the low threshold, the group will expand and a good price system cannot be guaranteed. Multi-brands divide the market, and the ultimate brand is the guarantee.

Second, the product marketing strategy

(A) product marketing planning: mainly based on the 4p rule for marketing.

Enterprise Market Positioning: Building the First Brand of Quxian Specialty Marketing

Product market positioning: low, medium and high-grade green product gift boxes.

Target consumers: all kinds of consumers.

Product market segmentation: high-end products, high-end products, low-end products, low-end products.

Profit point: high-grade, medium-high-grade gifts

Selling point: Highlight Huanghua brand.

★ Product: Ensuring product quality is the magic weapon for long-term success. Constantly improve the product system, bring forth the old and bring forth the new, and develop high-end products and innovative products with fine packaging. Packaging should be upgraded to meet the psychological needs of high-end customers, not afraid of being expensive, occupying high-end markets and winning by surprise.

★ Price: basically reasonable, depending on the market, competitive.

★ Channel:

Large supermarkets in the county:

The large supermarkets in the county are mainly Kaige Supermarket and Chongkelong Supermarket, and there are many chain stores. No matter the shopping environment, scale, popularity and popularity, Kaige Supermarket is the most famous. Complete categories, good packaging design, small packaging, vacuum packaging, factory promoters.

Community grain and oil convenience store: it is the main place for families to consume yellow flowers, which is found in all communities. Because it is delivered to your door, it saves time and effort and is very popular. There are various channels for loading goods, and the products are mainly middle and low grade, with different brands and convenient communication. Big customer: Group buying is also a very important sales situation. Some units have the habit of setting up canteens and giving benefits to employees, but the specific consumption varieties are diverse, and many of them have fixed cooperative relations, focusing on the leaders in charge of logistics in enterprises and hiring special personnel to make telephone marketing appointments. It is best to establish a long-term business relationship, especially on holidays.

As the main consumption place, hotels can also try to establish long-term cooperative relations through marketing.

Large-scale grain and oil wholesaler: It has a large network coverage and is most famous for its huge grain and oil, but mainly sells its own brand. With the help of online marketing of wholesalers, we can form quantity and win by quantity, which saves a lot of manpower and material resources. However, it is difficult to clinch a deal before the products are sold well, and the release price is low, so we need to leave enough profit space for them.

It is recommended to do your own terminal store in the early stage, and then enter the circulation after the products are recognized by the public.

Regional medium-sized supermarkets: Due to people's consumption habits and the principle of convenience, medium-sized supermarkets are also one of the consumption places. Some supermarkets have grain and oil, but there is no climate and need further development.

Direct stores: The company has direct stores in many places, where customers can buy.

★ Promotion: Focus on the brand "Huanghua" from a macro perspective, and adopt different marketing strategies according to different sales channels from a micro perspective.

1. Macroscopically, it is mainly to do a good job in holiday marketing, publicize Quxian specialty products, gather famous products and focus on Huanghua brand;

Concentrate on the Yellow Flower Festival, do integrated marketing, print picture books, handbags, publicity color pages, on-site display and sales.

Integrate resources, launch "buy yellow flower specialty to win tourism award" and so on;

Website construction and promotion: e-commerce website marketing can be established.

2. Microscopically, the marketing of grain and oil stores uses posters, work clothes and other promotional means to encourage purchases. A certain amount of purchase can change the plaque picture for the owner, and at the same time, it also promotes its own brand and expands its influence.

The holiday marketing of large supermarkets can be huge outdoors, expanding popularity and reputation. At the same time, in terms of promoters and group purchases, we should seize the main person in charge and give certain benefits.

(B) product marketing planning-resource allocation:

1. Establish a marketing team.

Assign special personnel to be responsible for the development of key customers, search customer information, establish customer files, and conduct telemarketing, mainly for 1-2 women, which is a long-term project.

Special person is responsible for the development and maintenance of supermarkets, grain and oil stores, the second batch of merchants and foreign clothes, equipped with 3-4 people.

2. Transportation to the market, involving delivery and after-sales service, should be equipped with delivery vehicles, and make car body advertisements to form mobile advertisements.

3. Personnel positioning is accurate, the division of labor is clear, the length of employing people is clear, each carries out its own duties, and the corresponding authorization, and the treatment of business personnel is discussed separately.

(3) product marketing planning-advertising planning:

Advertisements can be placed on bus platforms, networks, short messages, TV stations, and promotional New Year pictures. , especially on TV and Internet, to get the brand started.

(4) Sales target: At present, we only consider starting the brand first, quickly occupying the market, expanding brand awareness, and achieving profitability within five years.

Network marketing plan of hometown specialty 2 Native products are sold because customers find it has better performance and higher value, or because they are unique. Therefore, the promotion of local products and new products should find out and understand customers' expectations, consumption trends and habits according to customers' cognitive needs, and then strive to meet and exceed customers' expectations. Finding out what makes local products better, more valuable or more unique, and how to deliver these benefits to customers better than competitors is the key to the success of local products. If these customer needs can be identified and reflected in the promotion of new local products, then the enterprise can succeed.

The first is market analysis: X-state side dishes belong to the category of local products, and local products have fierce competition in the market. Their product positioning is generally gifts and gifts, and their marketing channels are self-built direct stores, wholesaler cooperation and retail stores. Their advertising features emphasize health and history. Demand: Many people give gifts on holidays, bring home special products or buy sightseeing. Local promotion is very good, the effect of large-scale promotion is limited, and the import and export demand is rising.

Secondly, it is self-analysis: the main products of X country's side dishes are: well-known assorted side dishes, shrimp oil products, shrimp sauce and pickles, with more than 100 varieties in five categories. Assorted dishes were founded in the Kangxi period of the Qing Dynasty and have a history of more than 300 years. They are famous as royal tributes. Emperor Qianlong went to Jinzhou to pay homage to his ancestors, and he was full of praise. He wrote a couplet: "The famous earthquake is 900 miles beyond the Great Wall, and the taste is over the 13th floor of the south of the Yangtze River", and he criticized "jambalaya". 1992, Mr. Pu Jie wrote this pair of couplets in person and wrote the name of the factory. This cultural heritage is applied to product packaging and decoration, making assorted dishes a historical and cultural product. It has a profound cultural heritage and enjoys a good reputation at home and abroad.

Finally, the planning scheme is as follows:

Positioning: Gifts and home-cooked dishes can be purchased not only in special circumstances such as holiday travel, but also as common foods all year round. If it is simply a gift, it will be limited by the season, and the side dishes in country X are not luxury goods. Positioning including home cooking can break through traditional thinking, expand sales and expand market share.

Pricing: layered packaging pricing, applicable to gifts and home cooking respectively.

Mood: It's warmer to eat with friends and family. Injecting emotional factors makes the advertising language full of local characteristics and cultural connotations unique and more human.

Unique charm: Emperor Qianlong wrote "The famous earthquake is 900 miles beyond the Great Wall, and the taste exceeds the 13th floor in the south of the Yangtze River" and commented on "jambalaya". Create brand culture and brand image with historical origin.

Promotion means: As an exhibition and exchange project of Jinzhou Foreign Exchange and Culture Festival, set a benchmark for deep processing of agricultural products and enhance the image of well-known brands. Establish local specialty promotion agencies in Jinzhou, take products to various fairs and exhibitions, participate in agricultural programs, sponsor TV programs, and let more dealers know about Jinzhou side dishes. Use online media for publicity.

Distribution channel selection: in the controllable area, establish direct stores with high cost performance; Choose large local wholesalers in underdeveloped areas; Choose large supermarket chains and retail stores in the city for direct supply. Choose a variety of distribution channels according to the actual situation, avoid the shortage of a single channel, and make good use of various distribution forms to achieve the overall effect.

My hometown is located in the central city of xx province-XX. Among them, Wuyun Tea in Nanyue has a long-standing reputation and is a representative of hometown specialties. Mount Hengshan is magnificent and beautiful, with lush tea trees. The produced Wuyun tea has a beautiful appearance and rich aroma, and has a long-standing reputation. As early as the Tang Dynasty, it has been listed as a tribute. Xx tea has a unique shape and a long tip, which looks like a sword. It is bubbled with water, with the top facing up, bright green in color, sinking at the bottom of the water, like jade flowers, colorful and charming. Especially the rich fragrance, refreshing, sweet and intoxicating; Sweet, spicy, sour and bitter, unforgettable for a long time. The marketing planning of xx tea mainly depends on its own advantages. On the premise of ensuring product quality, we will constantly improve varieties, bring forth the old and bring forth the new, develop products and innovate products to meet the consumer psychological needs of customers.

historical materials

In ancient times, people's lives were no different from those of birds and beasts. They wear bark, eat wild fruits, live in caves and lead an extremely hard life. The most terrible thing is that every cold winter, people are hungry and have no livelihood. As a tribal leader, Yandi Shennong was very anxious. One day, suddenly a zhuniao flew in, with red feathers and a grass with nine ears in its mouth. Zhu bird kept shaking the ear of rice in the sky, and in a flash, the birds flew around eating the ear of rice. Shennong believed that if there were such spikes in the world, people would not go hungry. So he ran after Zhu Bird. Where Zhu Bird flies, Yan Xihui will chase it. Emperor Yan followed Zhu Bird over mountains and mountains. In this way, he came to the south from the north. At this time, it is the season of spring warming in bloom in the south. Seeing the vast Dongting Lake blocking the way, Emperor Yan was anxious and waved his whip at Suzaku. Zhu bird was whipped on the head by the devil, and immediately fell down, with his ears scattered all over the floor. Soon, green seedlings grew in Jiangnan. The Zhu bird that landed turned into a mountain, stretching for 800 miles, with lush vegetation. This is Mount Hengshan.

From then on, Emperor Yan traveled all over Mount Hengshan 108 Peak. He "tasted a hundred herbs, met 72 poisons every day, and removed them with tea", and was regarded as the ancestor of tea. After his death, Emperor Yan was buried in Lingxian County, the capital of Hengzhou at that time, and the location of his mausoleum was called "Chaling". "Hengzhouzhi" says: "Chaling people, the so-called valley produces tea and tea." Although it is only a legend, it is recorded in ancient books, so we boldly say: Mount Hengshan in Nanyue is the hometown of tea, which is no exaggeration! It is too long to prove when Nanyue began to grow tea. However, during the Tang and Song Dynasties, Hengshan was well-known at home and abroad as a "tribute tea", but it was proved by historical materials! Once upon a time, there was a Taoist named Wang Xianyao, who was ambitious when he was a teenager. In the first year of Tang Kaiyuan, he brought more than 300 kilograms of Hengshan tea to Beijing. The capital is so big that he doesn't know anyone. What shall we do? He didn't bring tea, so he set up a tea stall at the gate of the city every day to deliver tea to passers-by. One day, I was suddenly seen by Gao Lishi. Tea, as a kind of drink, just entered the north from the south in the Tang Dynasty, and it was mostly circulated among literati and monks. At that time, tea was very expensive. Gao Lishi was surprised and asked him where he was from. Wang Daochang replied, I am from Nanyue and live in Jiuxian Taoist Temple. Because the temple was dilapidated and had no money to repair it, I came to Beijing, hoping to make some dignitaries and raise some money through this way of sending tea. Gao Lishi told the story to Emperor Xuanzong of Tang Dynasty. Emperor Tang Ming was very moved, so he immediately summoned him and gave him gold, silver, satin and Taoist scriptures to return to the temple. In fact, Tang Xuanzong didn't know that Hengshan tea, which was regarded as a treasure in the north, was a common thing in Hengshan at that time, and it was common for people to grow and taste tea.

Hengshan tea not only contributed to the Palace and the capital of Zhao 'an, but also exported to Jiaotuo (now Vietnam) and other places. In the Song Dynasty, the book Chef's Notes wrote: "Hengshan tea giant string cakes, 100,000 a year. From Xiaoxiang to Wuling, people who cross their toes often eat it. " Considering that tea is not easy to transport, ancient people made tea cakes, tied them together with ropes and hung them in a string, about 80 kilograms. I'm afraid the string of this "giant string" will not be less than 80 Jin. According to this standard, the annual output of tea in Hengyang at that time should be around one million Jin. Even today, this output and scale are very high. It seems that Lu Yu's praise of Hengshan tea is not groundless. In this lonely life, Hengshan tea, called Yueshan tea in ancient times, and Wu Yun tea in Nanyue in modern times, has been regarded as a tribute since the Tang Dynasty. In the Book of Tea by Lu Yu in Tang Dynasty, it is recorded that "tea comes from the south of the mountain and is born in the valley of Hengshan County". At the end of the Ming Dynasty, Wang Fuzhi wrote "Nanyue Tea Picking Poetry": "The seedlings in the mountains compete for the long leaves of leeks, and the tea in the mountains is fragrant; Why is cuckoo busy? " There is also a record in "Moonlight Before Rain" in the Qing version of "Biography of Nine Immortals in Nanyue Ancient View": "The tea of Shouyue is called good by Zhu Rong; Clouds as curtains, smoke clouds as curtains; Get the aura and borrow people's means; Cheng Xin didn't wait for seven bowls before returning to the million sandman. " There are dozens of poems by celebrities in ancient and modern times praising the "Cloud of Nanyue" Alpine Tea. The main producing areas are concentrated in Piludong, Xiayanfeng and Gaihuafeng, with an altitude of 800 ~ 900 meters, and tea trees are planted 1500 mu. Sun Huyin, the 29th generation of Neo-Confucianist Hu Hongmen in the Southern Song Dynasty, contracted 1500 mu tea garden in the name of Nanyue Forest Farm in 20xx, and established xx Province xx Co., Ltd., determined to revive xx alpine tea.

I. Analysis of product market conditions

1, product positioning

Starting from the concept of health, people pay more attention to drinks with natural water quality. We can seize the opportunity to expand the publicity of natural tea, expand the overall capacity of the tea beverage market, achieve the purpose of expanding sales, and concentrate on promoting the healthy concept of "natural tea beverage". Xx tea comes from Hengshan area, and water is the local natural spring water in Hengshan, which has natural advantages and is a favorable basis for making natural drinks. Secondly, for young and middle-aged consumers who love sports, they can solve fatigue, let them get rid of fatigue quickly and devote themselves to work, study and life more quickly. For the elderly consumers, it is a natural healthy drink.

2. Market analysis

Market analysis: There are many kinds of beverage market, but there are few fields of healthy drinks. Xx tea has the unique advantages of healthy drinks, and it can take this bright spot as an opportunity to occupy a place in the beverage market.

Competition analysis: the competition of beverages in the domestic market is very fierce, and there are many kinds of beverages, including Pepsi in the world. The domestic tea beverage market unifies iced black tea and green tea; Orange juice and sprite. The competitive advantage is very severe, and it is difficult to establish a brand in this field. However, based on the advantages of xx tea, that is, natural spring water, high-quality tea and unique packaging, it is bound to create its own field.

Product analysis: from the perspective of consumers. Product efficacy is the real selling point of the market. Today is an era of rapid economic development, and people pay more and more attention to health. Our xx tea takes the tea produced in Hengshan Mountain and the spring water from Hengshan Mountain as the main raw materials, which can be said to be natural raw materials and has great benefits to health. The tea has anti-fatigue, anti-aging and antibacterial effects.

Consumer analysis:

(1) The main target consumer group is 15-30-year-old young people who love sports and have great work pressure?

(2) Other age groups in the secondary target consumer groups?

(3) Analysis of the characteristics of target consumer groups

The target group has a fast pace of life, advocates a healthy and natural life concept, knows a little about the benefits of tea, and strives to love sports and pay attention to health. However, the pressure of further education and employment in the real society makes them anxious and impatient, and they need to relax themselves through sports tourism. ?

Professional analysis:

(1) Yunwu tea was named after it was produced in the mountains and clouds of Nanyue, and was called Yueshan tea in ancient times. Since the Tang Dynasty, it has been used as a tribute to the emperor. It mainly grows in Guangji Temple, Tiefo Temple and Huagaifeng at an altitude of 800- 1 100 meters. The climate here is mild and humid, and the soil is rich in organic matter, which is suitable for tea growth. In the Tang Dynasty, Lu Yu's Book of Tea said: "Tea comes from the south of the mountain and is born in the valley of Hengshan County." It can be seen that xx tea has long been famous. Wuyun tea is compact and beautiful in shape, and it is famous for its green soup color, rich aroma, mellow taste and beautiful appearance. It was rated as high-quality tea in the evaluation of famous tea in xx province and enjoyed a good reputation at home and abroad.

(2) Advantages: Wuyun Tea is well-known and has great advantages in advertising promotion in the future. Hengshan Mountain is a famous tourist attraction, and tourists from all over the country come to visit it every year. They need to drink Wuyun tea very much during their trip, which can improve the popularity and reputation of the product.

(3) Disadvantages: Boiled Wuyun tea is a kind of beverage, with immature technology, insufficient funds and lagging business philosophy.

(4) Opportunity: With the help of the well-known brand Hengshan, combined with the characteristics of healthy drinks, we can quickly improve our popularity, occupy a certain market share and establish a brand base.

(5) Threat: The competition in the beverage market is fierce and it is difficult to open the market. ?

4. Target strategy

Short-term goal: through publicity and promotion activities, effectively win the attention of target consumers around xx and promote sales. Improve brand awareness and preference.

Mid-term goal: strive to reach more than 20% in the surrounding area of xx within a certain period of time, and expand to the Yangtze River.

Long-term goal: to become the first brand in the domestic beverage industry, establish a brand leadership image, and gradually push it to the international market.

? Second, the marketing strategy?

1. Online Advertising

When we talk about online advertising, we often think of various picture advertisements or pop-up windows on web pages. In fact, this is only a part of online advertising. Below we mainly use three forms of online advertising to promote xx tea.

Advertisements are generally placed in different positions on web pages to attract users' attention to advertising information while browsing web pages. Therefore, we can put the advertising pictures or information of xx tea in a prominent position on corporate websites, even well-known websites or websites with large traffic.

Keyword advertising Keyword advertising is different from online advertising or e-mail advertising published on web pages, and its carrier is the search results of search engines. Through this, we can promote our products to all users who have retrieval behavior through keyword advertisements. As a new type of cloud tea, liquid xx tea beverage has strong advantages and characteristics, which not only represents a tea culture, but also represents tourism culture. Therefore, after understanding the product characteristics and users' search behavior, people can choose appropriate keywords or keyword combinations, and can also analyze them with the help of relevant tools and data provided by search engine service providers.

Classified advertisements Classified advertisements are simple in form, low in cost and quick to publish. Information concentration and other advantages, and people who view classified advertisements generally have certain active demand for information. Based on these advantages, it can naturally play a certain role in promoting xxx.

2. Blog marketing promotion?

1) links to corporate websites;

2) Links on travel websites;

3) Add your own blog address to QQ and MSN signatures, and add blog address to forums and emails;

4) Publish more articles on the blog about the benefits, characteristics, types and packaging of Wu Yun tea drinks, which will arouse visitors' interest. ?

3. Offline promotion

1) is promoted on Hengshan tickets;

2) Promotion of Hengshan Tourism Atlas;

3) Campus promotion (posting posters and leaflets);

4) publicity on the bus;

5) Outdoor print advertising.