The increasingly fierce competition in the market, the means of competition is also increasingly diversified. Network, the role of competition in the market is increasingly important, through advertising, can constantly enhance consumer confidence, guide the concept of consumers, network product marketing stands more and more weight, then how to plan the program? The following is my food network marketing plan for you to organize the content of the three sample plans, I hope to help you, welcome to read!
Food network marketing plan 1
A company profile
The company to ? Walking with the green, with nature for this? for the purpose of the enterprise, calling on the people to love nature and protect nature.
The company to produce green products (including green food, green daily necessities, such as green series of products), created in January 2000, the product was launched by the majority of the public praise, and now, the company has created its own brand, the product sells well across the country.
Second, the company's goals
1. Financial goals this year (200x year), and strive to achieve sales revenue of 100 million yuan, profits than the previous year, a double (up to 30 million yuan).
2. Marketing target market coverage to expand to the international, trying to build an international brand.
Third, the marketing strategy
1, the target market of high-income families.
2. Product positioning quality and multi-species, the outer packaging using international green packaging 4r strategy.
3. Price price is slightly higher than similar traditional products.
4. Sales channels focus on large cities with high levels of consumption in large shopping centers, the establishment of the company's own sales channels to ? Green? Mainly.
5. Sales staff on the recruitment of sales staff of men and women ratio of 2:1, the establishment of their own training centers, the implementation of the training of sales staff on the job, the use of national account management system.
6. Service to establish a first-class service level, standardization of the service process, networking.
7. Advertising pre-conduct a large-scale, high-intensity, multi-faceted, networked advertising campaign. Highlight the characteristics of the product, highlight the image of the enterprise and take into account certain medical and environmental knowledge.
8. Promotions in the online product promotions, price concessions on holidays, with the assessment of the sales performance of the sales staff, prompting sales staff to vigorously promote.
9. Research and development to develop green resources, focusing on the development of pollution-free, conservation-oriented products.
10. Marketing research to investigate the process of consumer choice of such products and product improvement programs.
Fourth, the network marketing strategy
After careful planning, the company first registered two international domain names, the establishment of China? With the green counterparts? Station, in the site to introduce the company's sales of products and services in a comprehensive business, detailed introduction to a variety of products. Immediately following the gradual registration in the search engine Sohu, Yahoo and other search engines, and to network advertising, supplemented by newspapers, television, radio and print ads, to expand the impact in the country, and then combined with network communications, increase the comprehensive website across the country's friendship connections.
V. Customer service in network marketing
Provide satisfactory customer service through the implementation of interactive marketing strategies. The main tools are e-mail, e-forums, FAQs and so on.
Six, management:
(a), the implementation of network marketing strategy:
Developed a good development strategy, the next need to have a viable promotion plan to ensure its implementation, we can be operated in accordance with the following steps to implement:
1. Determine the department responsible for the personnel, functions, and marketing budget:
Network marketing is a marketing work, generally By the marketing department is responsible for, under the leadership of the vice president of marketing work. Generally should set up a special department or working group, members of the network marketers and network technicians, even if the work of the initial consideration of streamlining, should ensure that there is a person responsible for the work of the initial investigation, planning, coordination, organization, heavy task, part-time is difficult to ensure the completion of the work.
2. Duties of full-time network marketing staff should include:
(1) the company's various departments to synthesize the views of the development of the website construction plan, and leadership in the implementation of the website construction.
(2) daily website maintenance, supervision and management.
(3) Website promotion plan development and implementation.
(4) online feedback information management.
(5) Independent online marketing activities.
(6) the implementation of other departments of the company's online marketing support.
(7) online information resource collection and management, the company's network resources to provide guidance on the application.
3. In the network marketing costs we will ensure that the possible savings, but we still need to have an estimate of the possible investment, our marketing budget mainly comes from:
(1) personnel salaries
(2) hardware costs: such as computer additions
(3) software costs: such as space rental, web page production, web program development, database development
(3) software costs: such as space rental, web page production, database development
(4) software costs: the cost of the Internet, the cost of the Internet, the cost of the Internet, the cost of the Internet, the cost of the Internet, the cost of the Internet. Development
(4) Other: such as Internet fees, network advertising costs
(B), the synthesis of the views of various departments to build the interactive platform of the site
The company's Web site as the main carrier of network marketing, its own good or bad directly affects the level of network marketing, and the Web site is not just a marketing function, but also includes the display of the corporate image, customer service, company management and cultural construction, exchange of cooperative enterprises, and other functions. Construction, cooperative enterprise communication and other functions, only in a wide collection of the company's various aspects of the premise to gradually establish a website platform to meet the requirements.
The construction of the website should pay attention to the website should have the following functions:
(1) information-rich: too little information is the common problem of the current company website;
(2) aesthetics and practicality of the moderate unity: to the main practical, taking into account the visual effect;
(3) powerful: only with the appropriate functions to meet the requirements of the various departments of the company.
(4) website humanization: from the customer's point of view rather than the enterprise as the center
(5) interactive features: strive to increase the opportunity for visitors to participate in the realization of online interaction.
(C), the development of the site to promote the program and implementation
With a good website platform, then should be implemented to promote the site. The process of website promotion is also the process of brand and product promotion.
1. The factors that should be considered in developing a website promotion plan are:
(1) the range of potential users of the company's products;
(2) to distinguish between the end-users of the company's products, the decision makers of the purchase and the purchase of the influence of the characteristics of their own, and how their habits of surfing the Internet;
(3) we should be mainly to whom to do promotion;
(4) the way we to promote the product to the public,
(3) to whom to do promotion. (4) how we promote to their better results;
(5) whether to use the traditional media, how to use;
(6) our competitors to promote the means;
(7) how to keep the cost of publicity low.
Food network marketing plan 2I. Marketing environment analysis
1. Constraints in the marketing environment
(1). Limited market size and rising competitive pressure
(2). Less and less room for price adjustment
(3). The relative instability of consumer psychology
(4). The relatively immature frozen food industry.
Compared with developed countries, the development of frozen food market in China is not yet mature. First, there are not many kinds of frozen food. Secondly, enterprises do not publicize their products enough in marketing, which leads to the relatively high market share of regional brands. Third, due to the characteristics of frozen food itself, is not conducive to long-distance transportation, so there are still some problems in the product sales channels.
2. Favorable factors in the marketing environment
(1). Growing market size
Due to the improvement of living standards and daily work`s busy . In recent years, the frozen food market has a rapid development. Especially with the development of the central and western parts of China, the market of frozen food in China will also become bigger and bigger. The accelerated pace of life and the requirement of food nutrition is the market advantage of frozen food.
(2). The pursuit of high quality and diversified food consumption
In the frozen food consumption continues to grow at the same time, the types of food also shows a trend of diversified development. New varieties are constantly being introduced and welcomed by consumers. Consumers will try to choose some new products when purchasing food. For new products, it is important to seize the opportunity to win the trust of consumers and thus win the market. On this basis, it is important to establish consumer loyalty to the brand.
(3). The authenticity of the brand
Traditional brands, in people's minds have a good influence
3. Current problems in the frozen food market
(1). Relatively single color varieties, consumers in the market choice is not very large.
(2). A variety of brands on the market, consumer awareness of brand ambiguity, especially a large portion of consumers in the frozen food is authentic on the issue of the lack of uniformity in the correct understanding of this point from the questionnaire
(3). Production technology level is not high, resulting in the taste of the product can not meet consumers.
(4). The nutritional content of the product is not high enough to meet the needs of consumers in terms of nutrition.
(5). The packaging is simple and lacks uniform planning. Can not cause consumers to buy interest. At the same time, it is not conducive to the long-term preservation of the product.
4. Micro factors affecting marketing
(1). Equipment and facilities.
Plans to rent food processing sites in remote suburban areas with excellent conditions (or absorb it as a partner), open up production and processing workshops, purchase advanced food processing equipment (such as ovens, quick-frozen freezers, refrigerated warehouses, etc.) and packaging, transportation equipment, and strive to achieve the mechanization of food processing and packaging of catering food.
(2). Production organization program.
Form a technical team to conduct product research, technical inspection, formulate product production plans and product development programs, determine the product mix and product line, put forward the purchase of equipment and production workshop equipment advice, responsible for staff technical training.
(3). Product sales program.
Product sales to the Ningbo market. Sales network to supermarkets, shopping malls, and in restaurants and outlets to open counters. Plan to recruit marketing professionals, set up a marketing team, the decision to go on the catering food classification queue, according to the supply of raw materials, production scale, market demand, product quality, economic efficiency and other conditions, to determine the enterprise product marketing strategy.
(4). The relationship between enterprises and suppliers
In the collection of raw materials, enterprises must establish good relations of cooperation with suppliers . Requirements for raw material sources of high quality and low price. Stable supply channels.
II. Consumer Analysis
(1). Increase in purchased staple food and decrease in home-processed staple food.
(2). Frozen food in the market is mainly pasta,
(3). When consumers choose, most of them choose bagged food . But in the actual purchase, according to our actual survey data . About 80% of consumers choose bulk.
(4). Due to the growing development of the frozen food consumer market, product variety, consumer choice to increase, the importance of the taste of the food is also particularly obvious.
(5). In the actual purchase behavior, consumers are mostly middle-aged women aged 31-40 . About 40% . Consumers in the choice of branded frozen food in several aspects (data are percentages)
Food Network Marketing Plan 3I. Preface
Leisure food is actually also a category of fast moving consumer goods, is in the people's leisure, rest time to eat food. The most relevant explanation is to eat to play food. The main categories are: dried fruits, puffed food, candy, meat food and so on. With the improvement of living standards, leisure food has been a favorite food by the general public. Into the supermarket, you will see potato chips, French fries, shrimp, snow cakes, dried fruit, plums, peanuts, pine nuts, almonds, pistachios, fish, jerky, five-spice fried meat and other casual food. Casual food is gradually upgraded to become the people's daily necessities of consumer goods, with the development of the economy and the improvement of the level of consumption, consumer demand for the quantity and quality of casual food continues to grow.
Second, the overview
(a) planning purposes
The purpose of this plan is to enhance the food new food is different casual food store can also tend to fierce market competition in the surprising win. This plan analyzes the marketing situation of the products of the online store, and plans new strategic methods by combining the strengths and weaknesses of the store. In the current fierce market competition to maximize the occupation of the market, and better promote product sales.
(B) Introduction to the store
Food new food different casual food store was created on September 5, 2012, *** sales of more than 100 kinds of baby, the existing baby 85 kinds of overall positive feedback rate of 97.96%. Has signed the "Consumer Protection Service Agreement", and has submitted a deposit.
(C) product profile
Hard fruit foods include:
Peanuts, pine nuts, fava beans, almonds, pecans, pistachios, white melon seeds, sunflower seeds, watermelon seeds and so on. Puffed foods include:
Shrimp sticks, potato chips, popcorn, snow cones, etc.
Jelly and dried fruit include:
Jelly, dried fruit, fruit leather, plums and so on.
Dried meat category includes:
Fish fillets, meat floss, beef jerky, pork jerky, large chicken thighs and so on.
III. Marketing Overview Analysis
(A) Environmental Analysis
The market has low barriers to entry. The openness of the Internet enables any entrepreneur to participate in the competition without investing more resources. In this environment, everyone's opportunities are equal, and they can all obtain super-conventional development through innovative marketing. Casual food operators through the network can save the store rent and most of the labor costs, which not only allows operators with low capital strength to enter the market, but also reduces the cost of goods.
(B) product analysis
Food products are complete, high quality, beautiful packaging, bright and colorful appearance, inexpensive, and many food products provide shipping services and preferential discount policy.
(C) Competition Analysis
1. Competition is more intense than the traditional environment. In the network economy environment, consumers can obtain the necessary information at the lowest cost, so that there are more opportunities for choice and expression. On the Internet, information is basically **** enjoy, in the case of increasing the number of competing merchants, the same information resources, and there is no store advantage, the competition will be more intense.
2, the focus of competition diversification. In addition to the intrinsic quality of products and services, the focus of competition in the network environment also includes whether the information query is convenient, whether the logistics support, whether the payment is safe.
(D) consumer analysis
? Casual is fashionable? has become people's **** knowledge of food fashionability, and thus casual food can often lead the fashion trend. The analysis shows that adults, especially young women, have become the mainstream consumer of casual food at present. In addition, 51.9% of the respondents believe that the fashionable taste is the primary element that makes food fashionable; secondly, the fashionable brand image is also influential in creating fashionable food; and the health and nutritional status of food is also a fashionable element that people are more concerned about. From the results of the survey, consumers for casual food consumption focus on fashion perception, nutritional features, taste, brand image and other aspects.
Fourth, the advantages and disadvantages
(a) Advantages
Complete flavors, barbecue flavor, original flavor, tomato flavor, etc., can be taste coverage of the target market. Complete packaging, both large and small barrel products, as well as a variety of weight bagged products, can be price coverage of the target market. Unique taste, each flavor of the product can form their own unique taste, after eating the aftertaste, so that people eat still want to eat.
(ii) Disadvantages
Consumers are worried about the food safety of online consumption, the level of trust is not enough. Food is easy to be damaged in the process of delivery, and some food is easy to melt and deteriorate. Since most of the casual food is snacks, long-term consumption is not good for health. Therefore it is also known as ? junk food? Most people tend to have defined casual food as junk food in their mind when they buy it.
Fifth, the target market analysis
Casual food consumers from the age of the population can be clearly divided into three categories: teenagers and children within 18 years of age, young people, the elderly, which in turn to children and young people, young people in the female as the main consumer groups. Teenagers and children, stimulate consumption. Pure consumer groups, completely dependent on parents, and is completely subjective will type, not to achieve the goal will not stop, most of the time the parents will also be compromised. This group of people is characterized by the novelty, stimulating things are particularly interested in, and willing to try, the courage to try; for? Health? There is no concept of health, never care whether it is not good for health; for strange shapes or cartoon elements are particularly interested. So for these target groups of products visually stimulate more, such as bear cookies, such as many fish, such as ghost face doodle, such as Oreo, either lovely shape, is the name of the strange, or full of children's fun to eat; in the promotion of cartoon toys, especially the classic image of, such as Snow White, the Transformers, the attraction of such a group of people is very huge, once the desire to provoke the child, the parents are hard to The company's website has been updated with the latest information on the company's website, including its website.
Young people, brand consumption. This is a group of people who have been brand concept? Inculcation of the crowd grew up, but also the busiest class of people, they do not have too much time to pick and choose, catty, so they pay more attention to the brand, more concerned about the packaging is exquisite, and at the same time easy to carry, the price is not too sensitive, but it must be the most convenient to buy. At the same time this is also the most diverse needs of the crowd, for their products are subdivided into the most varied categories, such as supplemental vitamins Yak V9; such as for the computer family of the network of rice rice, idle fun, in addition to beauty, eye care, slimming, anti-fatigue, low-fat, and other subdivided requirements. This kind of crowd already has ? health? s needs, so there is a basic screening for snack foods, unlike children who come and go, like candy, chocolate, potato chips, puffed food and other high-calorie things, they will be selective consumption.
The elderly, traditional consumption. Relative to the first two stimulating, aesthetic requirements outside, the elderly on the old-fashioned a lot, taste more single, in the form of more practical, more like fluffy things, traditional, Chinese food is more in their favor, such as Taoxiangcun pastry, such as a variety of on-site baking cakes, shortbread, etc., and the elderly also have their special nutritional needs, for their products are also suitable for functional segmentation of the road. They have less choice, but the same consumption is great.
Six, network marketing strategy
(a) blog marketing
As the blog marketing has a high degree of segmentation, accurate advertising targeting; interactive communication, a high degree of trust, word-of-mouth effect is good; influence, guide the trend of network public opinion; greatly reduce the cost of dissemination and other advantages. So we prioritized blog marketing.
First of all, register a blog account, in a loud blog name, and improve their information. Then every day to publish some interesting blog posts, gather popularity, when the time is ripe, occasionally put some ads up, tell everyone that this online store sells food is very tasty, they often go to buy.
(B) microblogging marketing
Microblogging marketing stereo, high speed, convenience, interactivity, wide range of features, easy to operate, etc. is particularly suitable for the promotion of the game machine, as long as there are enough fans, the effect of the promotion will be immediate.
First of all, sign up for a microblogging account, and then use the brush flow artifacts to brush some fans, and then send out some interesting microblogging to attract attention every day, and occasionally send out some advertisements, release information, this online store is doing activities, buy food discounts, lure fans to point in, it may promote sales.
(C) Forum marketing
As forum marketing also has a low cost, fast results; wide dissemination, high credibility; interaction, exchange of information, high precision; targeted and other advantages. We chose forum marketing again.
First of all, analyze the target consumer groups to disseminate the habits and scope of activities; carefully planned to meet the netizen's preferences of the forum marketing events or activities; the accumulation of forum-related human resources, will be a great support for the development of forum marketing; and do a good job of statistical analysis, in order to understand the success of the forum marketing and the failure of the place, to improve.
(D) other ways
In addition to the above three marketing methods, we also used QQ space, e-mail, microblogging, space, Baidu bar and other marketing and promotion methods.
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