1 external environment: the natural environment and the legal environment
1.1 natural environment:
Abundant resources, superior environment is a pure water resources sustainable development of favorable and important factors. At present, China's survey and evaluation of pure water sources are single-hole single spring, in addition to health protection belt with clear regulations, are not restricted. Resulting in urban centers and densely populated areas mining pure water, the production of pure water products. Foreign pure water production enterprises attach great importance to the natural environment, such as France Montclar and Italy ellegrino water sources are located in the Alps; Germany's Neuselsmineralguelle in the famous scenic area; Spain's Viladran water source in the national nature reserve. China's future advantages of sustainable development of pure water plant must have a beautiful natural environment, precious pure water type and rich resource reserves. Therefore, the future evaluation of pure water is not only limited to hydrogeological conditions, the natural environment should also be emphasized as an important factor.
Pure water with secondary reverse osmosis in addition to water molecules in addition to all other substances removed, leaving only pure water. Pure water is more than 400 meters from the bottom of the ground to pump out groundwater, according to national standards to remove some of the substances, retaining the beneficial minerals of a water. And mineral water, that is, surface water first through infiltration into pure water, and then add minerals.
Yibao pure water using the world's most advanced membrane separation technology, completely remove all pollutants, you can rest assured that drinking. In addition to the thirst-quenching function, it can purify the body and help the body's metabolism.
1.2, the legal environment:
Laws and regulations political and legal factors environmental analysis for a long time, due to the lack of market access system in China's pure water industry, the production standard of pure water products is relatively low, many pure water enterprises have been on the horse, resulting in the quality of pure water is mixed, in recent years, with the continuous improvement of China's laws, the "People's Republic of China*** and the State of Food Safety Act In recent years, with the continuous improvement of Chinese laws, "Chinese People's *** and State Food Safety Law", "Chinese People's *** and State Beverage Production Regulations", "drinking natural pure water test methods" and other laws and regulations on the production of pure water products in China to carry out a certain constraints, which undoubtedly improves the threshold of entry into the industry will greatly accelerate the pure water industry into the rapid development of the era, the product quality of those small enterprises with low quality and poor production equipment will be eliminated out of the market to leave a market gap to the strong enterprises, which will be a major challenge for the pure water industry to enter the era of rapid development. Strength of the enterprise, which will bring great business opportunities for the development of the pure water industry.
Starting in 2008, the domestic carbonated beverages, fruit juice drinks market share fell 17%, 18%, while the barrel water, silicate beverages were rising trend, the barrel water market share has risen to 36.64%. In the context of the financial crisis, "drinking health" has become the public's mindset of consumption, and more, with the efforts of major brands and Chinese consumers' awareness of safe and healthy consumption, China's entire drinking water market is moving towards the road of healthy development.
Beijing Yibao in 2007 in Beijing to establish nearly a hundred Yibao bottled water stores, a strong system of monitoring capabilities, real-time tracking of each barrel of water from the factory, to eliminate fake water, so that consumers can drink at ease; at the same time, bottled water stores powerful service system and management system, the city's unified customer service center, 59798550, and the stores computer networking, real-time information exchange, greatly improving the distribution and service efficiency. Greatly improve the distribution and service efficiency and quality, for the user to continue to create value and improve the quality of life
2 internal environment: the company's development and competitors
As China's top ten beverage industry, the rankings are climbing year by year, Yibo pure water in 2009 has jumped to the third place in the 2009 sales volume than in 2008 and 32% more. 2008 by 32%. In 2008, Yibao narrowed the gap with Nongfushanquan to 30,000 tons, and now Yibao is firmly in the top three of China's beverage industry.
2.1 Market Volume:
(1). From the national point of view: In 2008, the total sales volume of national packaged drinking water was 24,755,800 tons, an increase of 37% over the 2007 18,118,700 tons. Among them, Master Kong with 4.03 million tons of absolute advantage to occupy the first place; Wahaha
to more than 3 million tons of sales followed; the third and fourth place were Nongfushanquan and Yibao, the two brands are more than 1 million tons of sales.
(2). From the Guangdong region: Guangdong drinking water market, there are Jingtian, Yili, Lepai's three major brands with sales of more than 400,000 tons. The total sales of these seven brands up to 11.409 million tons, occupying 46% of the entire market cake. At the same time, Master Kong, Wahaha, Nongfushanquan and Yeebao, has left its peers far behind, the water industry, four oligopoly situation has been formed.
2.2 Competitors: the first group of army: Lebao, Wahaha, Master Kong, they are leading brands;
The second group of army: Nongfushanquan, Yeebao, small black, get special full, they are strong brands; the other 40 kinds of more than miscellaneous army, is a weak brand.
The first place Master Kong 30.64%, Lebao 28.56%, the third place Wahaha 15.74%. Characteristics: high brand awareness, strong corporate strength, advertising investment, which Lebao's both the production of pure water and the production of pure water, both low-cost pure water to make money, but also rely on pure water tree corporate image. Lobel's, Wahaha successive beach landing in Hubei to build branch factories, the implementation of localization strategy to reduce costs and strengthen competitiveness.
(1) The demand for goods is high, the relevant alternatives are more, lower prices can promote the growth of sales.
(2) The company's strong production capacity can produce in large quantities and reduce costs. Customer satisfaction pricing, refers to the product on the market for a period of time after the survey to find out what consumers are satisfied with the price of the product, to adjust the final price. Differential pricing strategy, refers to different customers, regions, uses, seasons, etc., the same product to set out different prices. Graded pricing strategy, refers to the product is divided into different grades one by one pricing. Third, the target marketing management 1, the steps of target management
(1) the development of target marketing goal-setting, to meet these five conditions: specific, measurable, operable, the length of time, whether or not with the target market (2) clear to achieve the main objectives (3) strengths and weaknesses of the analysis (4) the development of a specific plan of action (5) optimization of corporate resources (6) determine the time to achieve the goal < /p>
(1) the goal of the marketing strategy, the goal of the target market is to achieve the goal of the target market, and to achieve the goal of the target market. /p>
(7) target control and management - to distinguish between 20% of customers or 80% of customers (8) the development of a reward and punishment system
2, the current marketing situation
(1) market conditions: the current product market / scale / advertising / Market price/profit margins, etc. (2) Product status: the current market varieties/characteristics/price/packaging, etc. (3) Competitive situation: the main competitors in the market and the basic situation (4) Distribution: sales channels, etc.
(5) Macro-environmental conditions: consumer groups and demand conditions
3, SWOT problem analysis
Strengths: sales, economic, technical, management, policy and other aspects of the strengths
Weaknesses: sales, economic, technical, management, policy (such as industry control and other policy restrictions) and other aspects of the weaknesses
Opportunities: market chances and grasp of the situation
Threats: the greatest threat to the market competition and the risk factors
In summary: how to build on strengths and avoid weaknesses, to play their own strengths, to avoid weaknesses and risks
4, marketing planning to achieve the goal of financial goals: to be determined Marketing goals: to be determined
5, marketing planning to take the marketing strategy
4C Distribution: distribution channels A variety of channels and use
Direct sales - directly to the hands of the user (short and narrow channel approach) Distribution - through a first-class agents, three agents for distribution, retailers, sales (long and wide channel approach) Chains --Franchise chain of chain enterprises, but not lock - the headquarters of the chain of enterprises to strengthen their own construction, with "suction" rather than "tension "to consolidate and improve the chain system, the development of chain enterprises is not simply a complete copy of their own model but a resource integration, this resource includes capital, technology, talent, management and other resources, this integration is the integration of the enterprise's logistics, capital flow and information flow, so as to accelerate the flow of materials, to ensure the smooth flow of information, so that the enterprise is full of vitality.
Part II: Pure water marketing program - modelI. Preface:
As it is non-polluting, non-caloric, and contains the right amount of essential minerals and trace elements, beneficial to human health, is natural, pure, hygienic, safe health drinks, and therefore favored by the people. Recall that in the 1950s and 1960s, people to one or two cents to buy a big bowl of tea to quench their thirst, and now, to one or two dollars to buy a bottle of pure water to quench their thirst has been a common thing. According to the relevant authorities, statistics show that China's drinking mineral springs more and more people, in the past, only the upper class people can drink on the status of pure water has been greatly improved, pure water has long been into the homes of ordinary people.
Compared with other beverages, pure water can be said to have a long history, as early as 1765, Europe began to pure water bottling shipped to the world sales. Since then, with the development of the world economy, to the 1980s, the European **** body countries pure water production in more than 10 million tons; 1993 France's annual per capita consumption of pure water 110 liters, Italy 129 liters, the United States 36 liters.
In the early 80s of last century, Qingdao Laoshan produced China's first bottle of pure water, just more than 10 years, China's pure water business has developed to more than 1,200. 1995 around the time of the pure water to convenient, fast drinking way to the emergence of the rapid popularity of the domestic market, a lot of domestic beverage manufacturers began to introduce a large number of automated assembly line from abroad, the production of pure water. Accompanied by the process of industrialization, the derived air pollution, water pollution problems, people can not be prevented, and urban residents are more upset, this time the birth of pure water, just to meet the people's consumer psychology and consumer demand. For a time, domestic consumers began to generally accept the concept of pure water, pure water in the "water market" share has risen sharply, and pure water due to water resource constraints, mining costs and other factors, from the "red-hot" began to shrink.
Around 1999, with the improvement of people's quality of life, minerals on the human body's health role has been unprecedented attention to the pure water and popular again, pure water market peaks and turns, ushered in the "second spring". In recent years, with consumers on the "quality of life" higher and higher demand, "pure water" has gradually presented instead of "pure water" to become the first choice of people's daily drinking water trend. The trend is that "pure water" has gradually become the first choice of people's daily drinking water instead of "pure water". Therefore, in recent years, pure water brands flocked up, in the face of fierce competition in the market, XX brand pure water is to go with the flow of the low-grade market? Or "the sword to go off the peak" positioning in the high-end? In the brand marketing planning ideas before, first we come to a comprehensive understanding of the current market situation.
2. Purpose:
To open the XX brand of pure water in Fangcheng popularity, to expand market share, deep excavation of the product selling point, to win the favor of consumers.
3. Significance:
Successfully shaping and spreading the brand's image, and increasing the brand awareness and social influence of XX brand pure water.
IV. Project Introduction
Introduction to xx Pure Water
V. Market status
1, Fangcheng pure water market competition is fierce
Xx pure water varieties and brands, marketing investment, profit is very thin. New varieties, new brands of pure water market is constantly being chopped and subdivided, dividing the consumer's pocket, squeezing the market for pure water. In the xx market, there are Master Kong, Nongfushanquan, etc. Competitor status:
The first group of army: Lepai's Wahaha Master Kong, they are the leading brand, the second group of army: Nongfushanquan, Yibao, they are strong brands, other water beverages are miscellaneous army, is a weak brand.
Currently in xx various sales places market share is better Wahaha. Master Kong, Nongfusanquan. Characteristics: high brand awareness, strong corporate strength, advertising investment.
Consumer status:
Consumers have formed the habit of purchasing drinking water, often buyers account for a part of the occasional buyers account for a part of the people, only a few people never buy. The age structure is obviously young.
Characteristics of consumer behavior: heavy brand, heavy taste, the concept of pure water, pure water, fuzzy, but a part of the consumers realize that long-term drinking pure water is not beneficial, began to pay attention to the choice of high-quality pure water.
VI. Market analysis
a. Advantageous analysis:
(1) The market space is huge, the future development is unlimited
After the "pure" and "natural" of the After the "pure" and "natural" focus of the event, bottled drinking water with its "natural", "nutritional", "healthy" unique features, completely meet the majority of the The unique features, thoroughly meet the majority of consumers of pure water "natural, non-polluting, beneficial to health" psychological needs, so that more and more consumers to accept, is gradually to the "king of the water" in the direction of forward!
From Wahaha, Nongfushanquan and Jin Yi, including the "Zhejiang Water Army" in the Northeast vigorously seize the water, to Yanjing, Qingdao, Blue Sword, many beer predators have entered the water market and then to the Lebao's "reversal of the" specializing in pure water, public statements! "Drinking more pure water is the right choice", all of which are fully proved "pure water market development space is huge" has become a fact.
(2) the public consumption awareness changes, the demand for day-to-day enhancement
In fact, pure water in the world has a long history of nearly 100 years. In developed countries, drinking pure water is to speak of health, taste 's mark. Although our consumers are late to the realization of pure water, but in recent years with the media and brand publicity, people have a greater awareness of pure water, they have understood: drinking water is not only to quench their thirst, but also the pursuit of beneficial to the body.
The world's leading water beverage brands are pure water, such as the French "Evian". At the same time, the quality of China's pure water brand has also improved substantially, the pass rate from 34.5% in 1992 to 78.2% in 1997, to 2008 has risen to 91.4%, the safety of the water quality is also to meet the growing demand for consumers a strong guarantee.
b. Weaknesses
(1) The pure water market has a wide range of brands, market competition is fierce
According to the market research and analysis, China's pure water market has formed a Wahaha, Lobelia, Yangshengtang, Nestlé as the dominant first-line brands, to Laoshan, Master Kong, Coca-Cola, Rare Treasure, Yili, Yibao and other famous second-tier brands and some of the strength of the local small and medium-sized enterprises pure water "tripod" market pattern. When the first-tier brands holding 70% of the market share is still constantly planning how to expand their own rivers and mountains, many new brands also continue to emerge, the pure water market is constantly chopped up and subdivided, dividing the consumer's pocket, the competition is exceptionally fierce.
(2) pure water in all aspects of the pure water to prevail
At present, there are more than 1,400 pure water producers in the country, pure water producers only 1,000. Take the Wuhan market, for example, the market has 29 kinds of pure water, pure water only 21 kinds. With the low cost and consumer choice of drinking water at this stage of the misunderstanding, as well as consumers of pure water in advertising, marketing level, brand appeal on the choice of preference, on the whole pure water is not as good as pure water, so how to consumers, "pure water is more conducive to human health than pure water," the ideological education is imminent.
(3) marketing investment, lower profits
Pure water profits compared to other fast-moving consumer goods categories, the profit itself is lower. And then look at the current first-line brands to spend huge sums of money in the country's strong media outlets, celebrity endorsements, spread the concept, enhance the brand's reputation, to expand the market; and local brands are using local advantages, actively integrate channels, to vat water as an entry point to the ultra-low price of bottled water as a means of competition, and strive to share a piece of the "cake" has been made big! ". Watch this "hundred flowers compete" scene, no strong capital support, it is difficult to fight with the first and second-tier brands, even into the low-end market will encounter many local brands siege blocking, if there is not a tight marketing and promotion plan, I'm afraid that the profits, the market are difficult to guarantee.
(4) "Minerals are harmful to the theory of" the crisis of consumer confidence
News playback a: 2006, "China Food Network" reported: As of October 06, Shanghai Inspection and Quarantine *** acceptance of imported natural pure water 128 batches of 9710418 liters. Batches of 9710418 liters, of which nearly 90% from the European region. Intercepted 15 batches of substandard products, including "Evian", "Provence" and other international products, of which "Evian" brand of purified water in 4 batches of 210,542 liters of unqualified, accounting for The total number of products detected problems 80.8%.
News playback two: December 2006, "China Food Network" reported: German scientists found that three months of bottled water, antimony concentration will increase by a factor of one. Antimony is a potentially deadly toxin, and the longer the water is stored, the more toxic it is.
News flashback three: in December 2008, the Oriental Morning Post reported: Evian water in Shanghai entry **** 140 tons found that the total amount of bacteria exceeded the standard.