Snack product marketing planning plan

2017 snack product marketing planning plan
Is when we enter the supermarket, we will see many casual foods, novel packaging and fashion, and consumers' purchase is endless. The following is the marketing planning plan for snack products that I compiled. Welcome to refer to!

. Planning background
(1) Potato chips, shrimp strip, snow cakes, preserved fruits, plums in supermarkets Peanuts, pine nuts, almonds, pistachios, fish fillets, dried meat and other casual foods. The packaging of these casual foods is novel and fashionable, which has become a new favorite of young and fashionable people.
In statistics of the digital statistics in 2010, my country's leisure food market capacity has reached 167.33 billion yuan. China has a large population and a rich level of consumption. Casual food will create many new market opportunities, with huge consumption potential. Pumpkin seeds, almonds, fruits and vegetable crisp products, etc., are now the most consumer food foods in China, showing that the concept of leisure food for Chinese consumers still stays in the early stages of development. Oil and beverages such as food category monopoly competition.
(2) Because the leisure food manufacturing industry is a high degree of openness, although the number of foreign companies is not large, it accounts for more than half of the total sales revenue and profit of my country's leisure food market. Many domestic companies have developed a difficult development in front of huge market opportunities. Why? Because they are not funds, not equipment, nor market, but have comprehensive control of integrated marketing. For many companies that produce casual foods, the market opportunities are equal. Whether the market size can be rapidly enlargement depends mainly on understanding and grasp of the market field.
(3) For us, the current market form has created great opportunities for us. As long as we are targeted, targeting marketing, steady, accurate, and fast participation in the market, we will become the industry’s The leading brand, sitting on the throne of "industry leaders".
. Market conditions
1. Market capacity
In statistics, my country's casual food market capacity has reached 167.33 billion yuan in 2010. Although the market is growing rapidly, the average consumption of my country's average consumption is only 26.6 grams, which is far lower than the per capita consumption level of 2.6 kg of per capita consumption in developed countries. Due to China's large population and rich consumption level, casual foods will create more new market opportunities, with huge consumption potential.
Haid the price of casual foods is only a few yuan, but three casual food brands that have sold $ 1 billion in the global snack market brand -three -dimensional crispy, happy and popular. In the Chinese leisure food market, it has also cultivated many well -known brands such as Haojia, Xizhi Lang, Kika, Want Want, Xu Fuji, and Qiaqia.
2. Competitive products
A casual food
brand product name specifications Survey location, Master Kang, European style cream cake 96 grams × 2 3.50 yuan Carrefour shop
4.20 yuan Wal -Mart shop
Cenon sweet and clear sweet biscuits 100 grams of 2.20 yuan Wal -Mart
2.20 yuan Carrefour n Taiping shallot combed biscuit 100 grams of 2.10 yuan Wal -Mart
2.20 yuan Carrefour
Miao crispy -horn American eggplant juice 75 grams of 3.90 yuan Wal -Mart
3.90 yuan Carrefour
100 grams of Laishang potato chips 4.90 yuan Carrefour
4.90 yuan Wal -Mart
B nut foods
production units and territories of product name trademark specifications 1 small walnut Hua Xiangxiang 180 grams/bag Hangzhou Huaweixiang Food Co., Ltd. Small walnut 200g/bag Anhui Province Ningguoshanli Renli Food Co., Ltd.
4 Xiaokou Hazelnut 500g/Bag Putian City Sheng Trading Co., Ltd. n 6 Baiweilin Barbecue almond Baiweilin 220g/Babu Fujian Putian Xinghua Food Co., Ltd. 7 Weilin Hazelon Weilin 120g/Bag Ningbo Huafeng Gan Guo Food Co., Ltd.
Ningbo Hengkang Food Co., Ltd.
9 Carrefour charcoal roasted shell apricot 300g/bag Gao Minghong Eagle Food Co., Ltd.
, Consumer analysis
1. Consumer population
The target groups of products of different categories and different prices are obviously different. For example, although the target consumer groups of potato chips, melon seeds, and puffed food are crossing, the differences are more obvious. The target of happy fruit is more white -collar workers among young women; the target consumers of potato chips are more children and student groups. In addition to the age and gender segmentation, the casual food market will more market segmentation according to various methods such as consumer career, income, education, consumption needs, and consumer psychology. For example, according to consumer demand, casual foods can be divided into basic, flavor, nutrition, value, enjoyment, and so on.
Mee high -priced and high promotional method is needed because our products are positioned as foreign products. Therefore, our main consumer groups are women with medium and high -end consumption, mainly concentrated in people aged 20 to 30, and the other part is a housewife aged 30 to 45. The product is positioned as a enjoyment type.
2. Purchase purpose
F fashion women: This type of consumer group is mainly unmarried or without children. Their consumption purposes and their hearts mainly highlight their fashion, trendy, high -end, and healthy personality. Essence
Muts: This type of consumer group is mainly married to 30 to 45 years old. Their consumption purpose is mainly to highlight the needs of high -end, health and entertaining guests, leisure, gifts, etc.
3. Buy channels
F fashion women: K/A merchant super, bar, Di Bar, KTV bar, craftsmanship, movie theater, opera house, leisure place, club, office building, restaurant, fitness center, fitness center , Hotels, hotels, attractions, parks, stations, horses, airports.
House women: leisure venues, restaurants, fitness centers, restaurants, hotels, tea buildings, attractions, parks, stations, horse heads, airports.
4. SWOT analysis
S-competitive advantage
……………
W-competition disadvantages
………… …… n O-market opportunities
1. Ten billion market space;
. The product is fashionable and high -end, with good competitive advantages;
3. Foreign -funded brands have no strong leading brands in the country, with great market competition opportunities;
T-market threats
1. Famous brands such as good domestic, Xizhi Lang, Kayg, Want Want and other brands have strong market and economic strength, which will bring certain pressure on our market;
. I have never done the market, there is no rich market experience, and it needs to explore and move forward.
5. Target plan
1. Market strategic goals
…………
2. Sales target
According to market forecasts, the sales target in Beijing is 6 million. The following is a detailed target decomposition: ....................
6. Marketing strategy
1. Product positioning
physical display, etc.
2. Propaganda themes
A's theme of health, fashion, and trendy to promote product fashion and trendy image;
B with no fat ingredients, fat reduction, stomach, nourishing the brain, and brain, and The efficacy of hair development is auxiliary publicity, so as to in -depth consumers' reputation for products.
3. Publicity costs
A website: food, health, fashion shopping. 100,000 yuan/year
B newspapers: girlfriend, boutique shopping, fashion, style, metropolis and other fashion specialtics 120,000 yuan/year
C pop: super -superior, leisure and entertainment venue square light boxes, street signs, street signs , DM single single. 300,000 yuan/year
D display: physical display of supermarkets and leisure and entertainment venues. 300,000 yuan/year
eight, investment strategy
1. Investment objects
A casual food, dried fruits and candy distribution companies;
B dry fruit distribution companies;
c red wine, liquor and wine beer distribution company;
2. Investment strategy
A media advertisement. Such as: Industry Guanxiang Newspapers, magazines and television advertisements;
b participation in China Merchants, Sugar and Wine Clubs, etc.;
C investment personnel under market promotion;
D e -commerce methods, etc.
3. Investment conditions
A has a ready -made business super or misplaced venue channel
B has more than 10 human resources and has its own logistics conditions;
C has a good market Operating funds;
D has experience in operating casual food or fast -selling products.
4. Market support
Promotional support: POP poster, Yilabao, DM product publicity page, other;
promotional activities support: free tasting, festival promotion, buying gift promotion, prize promotional promotion , Duke display, configuration of promoters, etc.;
Add advertising support: light box and street signs advertisement, shopping mall DM product recommendation form, see "Public Relations Strategy" for details;
Bukin support: Enter the store support (partners Enter the store first, and then we subsidize it by cargo supplement).
5. Incentive policy
A sales reward
sales volume: 3000-5000 5000-10000 10000-15000 20000 20000
Reward: 3000 yuan 12000 yuan 20000 yuan 25000 yuan 25000 yuan 25000 yuan 25000 yuan 25000 yuan 25000 yuan 25000 yuan 25000 yuan Yuan
Note: The above rewards are operated by cargo supplement.
B dealer sales competition
The activity brief description:
This can formulate a series of "challenging" sales targets. The plan encourages them to actively sell their products.
The purpose of activity:
This to improve the cooperation of the operator of the channel, promote its actively carrying out market development activities, and strive to establish the loyalty of dealers for product operations.
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