Mineral water marketing planning I. Preface
Drinking natural mineral water is a mineral resource formed in a special natural geological environment, where natural rainwater is filtered by strata as deep as tens of meters or even hundreds of meters and absorbs various underground minerals for decades or even thousands of years. After extraction, it is treated by removing iron and sulfur. Or increase or decrease the carbon dioxide consumed by human beings. Because it is pollution-free, calorie-free, and contains a proper amount of minerals and trace elements necessary for human health, it is a natural, pure, hygienic and safe healthy drink, so it is favored by people.
Back in the 1950s and 1960s, people used to spend a dime or two on a big bowl of tea to quench their thirst. Now it is common to buy a bottle of mineral water for one or two yuan to quench your thirst. According to the statistics of relevant authorities, there are more and more people drinking mineral water in China. In the past, the situation that only the upper class could drink mineral water has been greatly improved, and mineral water has already entered the homes of ordinary people.
Compared with other drinks, mineral water has a long history. As early as 1765, Europe began to bottle mineral water and ship it to all parts of the world for sale. Since then, with the development of the world economy, by the 1980s, the output of mineral water in European countries exceeded 6.5438+million tons. 1993 The per capita consumption of mineral water in France is 1 10 liter, Italy is 129 liter, and the United States is 36 liters.
In the early 1980s, Laoshan Mountain in Qingdao produced the first bottle of mineral water in China. In just 10 years, there are more than10.2 million mineral water enterprises in China. 1995 or so, pure water has sprung up in the domestic market with convenient and fast drinking methods. Many domestic beverage manufacturers began to introduce a large number of automated production lines from abroad to produce pure water. With the process of industrialization, air pollution and water pollution problems derived from it are hard to prevent, and urban residents are even more distressed. The pure water born at this time just caters to people's consumption psychology and needs. For a time, domestic consumers began to generally accept the concept of pure water. Where is the pure water? Water market? The share of mineral water has risen sharply, and mineral water has gone from? Rise of the Legend? Began to shrink.
1999 or so, with the improvement of people's quality of life, the health care function of minerals has been paid unprecedented attention, mineral water has become popular again, and the mineral water market has ushered in a turning point? Second spring? .
In recent years, as a consumer, right? Quality life? Demand is getting higher and higher. Mineral water? Has gradually replaced. Pure water? It has become the first choice for people to drink water every day. For this reason, brand groups of mineral water have mushroomed in recent years. In the face of fierce market competition, XX brand mineral water goes with the flow in the low-end market. Or? The sword goes sideways? Positioning high-end? Before putting forward the idea of brand marketing planning, let's fully understand the current market situation.
Two. purpose
Open the popularity of XX brand mineral water in Fangcheng, expand the market share, dig deep into the selling points of products and win the favor of consumers.
Three. Importance:
Successfully shape and spread the brand image, and improve the brand awareness and social influence of XX brand mineral water.
Four. Project introduction
Brief introduction of xx mineral water
Verb (abbreviation of verb) current market situation
1, Fangcheng mineral water market is highly competitive.
There are many varieties and brands of Xx mineral water, and the marketing investment is large and the profit is very thin. The market of new varieties and brands of mineral water is constantly being chopped and subdivided, dividing up consumers' wallets and crowding out the mineral water market.
2, a wide range of brands
At present, there are more than 1000 mineral water production enterprises in China. In xx market, there are Master Kong, Nongfu Spring and so on.
Competitor status:
The first group army: Robust Wahaha Master Kong, they are leading brands, and the second group army: Nongfu Spring and Ipoh, they are strong brands, while other drinks are inferior brands.
At present, Wahaha has a good market share in various sales places in xx. Master Kong, Nongfu Spring.
Features: high brand awareness, strong enterprise strength and large advertising investment.
Consumer identity:
Consumers have formed the habit of buying drinking water, with some regular buyers and some occasional buyers, and only a few people never buy it. The age structure is obviously lighter.
Characteristics of consumption behavior: Emphasis on brand and taste, vague concept of mineral water and pure water. However, some consumers have realized that drinking pure water for a long time is not beneficial, and began to pay attention to choosing high-quality mineral water.
Market analysis of intransitive verbs
A. advantage analysis:
(1) The market space is huge and the future development is infinite.
After that? Pure? With what? Natural? The focus of the incident, bottled drinking mineral water and its? Natural? 、? Nutrition? 、? Healthy? The unique function fully meets the consumer's demand for mineral water. Natural pollution-free health? Psychological needs, accepted by more and more consumers, are gradually moving towards? King of water? Move in the direction of …!
From Wahaha, Nongfu Spring and Jinyi? Zhejiang water army? In Northeast China, many beer predators from Yanjing, Qingdao and Lan Jian have entered the water market one after another, and then went to Robust? Defeated Specializing in mineral water and making a public statement? Drinking more mineral water is the right choice? All this fully proves? The mineral water market has a huge development space? This is a fact.
(2) With the change of public consumption consciousness, the demand is increasing day by day.
In fact, mineral water has a long history of nearly a hundred years in the world. In developed countries, drinking mineral water is a sign of health and taste. Although consumers in China have a late knowledge of mineral water, in recent years, people's knowledge of mineral water has been greatly improved with the promotion of media and brands. They have understood that drinking water is not only for quenching thirst, but also for pursuing health benefits.
World-famous brands of water drinks are all mineral water, such as France? Evian? . At the same time, the brand quality of mineral water in China has been greatly improved. The qualified rate rose from 34.5% in 1992 to 78.2% in 1997 and to 9 1.4% in 2008. Water quality safety is also a powerful guarantee to meet the growing needs of consumers.
B. Analysis of disadvantages
(1) There are many brands in the mineral water market, and the market competition is fierce.
According to market survey and analysis, China's mineral water market has formed first-line brands such as Wahaha, Robust, Yangshengtang and Nestle, and famous second-line brands such as Laoshan, Master Kong, Coca-Cola, Rare Treasure, Yili and Ipoh, as well as some local small and medium-sized enterprises with poor strength. Three kingdoms? Market structure. When the first-line brands are still planning how to expand their country with 70% market share, many new brands are constantly emerging, and the mineral water market is constantly being chopped and subdivided, dividing up consumers' wallets, and the competition is extremely fierce.
(2) Pure water is superior to mineral water in all aspects.
At present, there are more than 1400 pure water producers and only 1000 mineral water producers in China. Take Wuhan market as an example. There are 29 kinds of pure water in this market, only 2 1 mineral water. With low cost, consumers' misunderstanding of drinking water choice at present, and consumers' preference for pure water in advertising, marketing level and brand appeal, mineral water is not as good as pure water as a whole, so how to treat consumers? Mineral water is more beneficial to human health than pure water? Ideological education is imminent.
(3) Large marketing investment and low profit.
The profit of mineral water is lower than other fast-moving consumer goods. Look at the current first-line brands spending huge sums of money to attack powerful media all over the country, celebrity endorsements, spread concepts, enhance brand reputation, and fully expand the market; Local brands, on the other hand, take advantage of local advantages, actively integrate channels, take large barrels of water as a starting point and the ultra-low price of bottled water as a means of competition, and strive to get a share. Cake? . See this? Flowers are blooming? Without strong capital support, it is difficult to fight head-on with first-and second-tier brands, and even if they enter the low-end market, they will be banned by many local brands. If there is no strict marketing plan, I'm afraid it is difficult to guarantee profits and markets.
(4)? Mineral hazard theory? Consumer's trust crisis
News replay1:In 2006, China Food Network reported that as of June 2006 10, the Shanghai Inspection and Quarantine Bureau had accepted 128 batches of 97 104 18 liters of imported natural mineral water for inspection, of which nearly 90% were from Europe. Intercepted 15 batches of unqualified products include? Evian? 、? Provence? And other international products, among which? Evian? There are 4 batches of brand mineral water 2 10542 liters unqualified, accounting for 80.8% of the total number of products detected.
News replay 2: On February 65438, 2006, China Food Network reported that German scientists found that if bottled mineral water was kept for three months, the antimony concentration would increase by 1 times. Antimony is a potentially fatal toxin to human beings. The longer the mineral water is stored, the greater the toxicity.
News replay 3: On February 65438, 2008, Oriental Morning Post reported that the total number of bacteria detected when Evian Water entered Shanghai was *** 140 tons.
News Replay 4: June 5438+February 2008, foreign media reported that the common bottled mineral waters in Britain, Highland Springs, Heerden and Strathmore, were found to contain dangerous chemicals (phthalates), and pregnant women were at high risk of touching the abnormal reproductive organs of too many boys.
There are a lot of corresponding news on the Internet. Therefore, as a production enterprise, while actively developing a variety of mineral water, we should strictly control the quality and separate or remove harmful trace elements to the maximum extent. At the same time, focus on the crisis of consumers' trust in brand promotion.
C. competitive product analysis
(1) First-and second-line competing products occupy different markets.
The first-line brands in the water industry have begun to monopolize the low-end water market because of their early entry, high brand awareness and strong enterprise strength, coupled with the intervention of strong foreign capital and the network that has been marketing in the industry for many years, and their competitive advantages are obvious.
Second-tier brands generally have historical deposits or local advantages (such as Laoshan mineral water), and strive for the first line through localization strategy, cost reduction and competitiveness enhancement; But at present, the focus of competition between the two sides is still concentrated in the low-end mass market. Although high-end market segments are emerging, they have not attracted enough attention.
(2) The main marketing models of competing products are similar.
Mineral water products in the market are basically similar in combination and product packaging, mainly in soft plastic bottles, with a volume of 6L1.5L 550 ml 596 ml 330 ml, which meets the choices of young people, children and families in mass consumption. Glass bottled mineral water appears in supermarkets at a high price, but the packaging and publicity of the products are slightly dull; However, driven by interests and the market, the industry giants of first-and second-tier brands have repeatedly taken up price weapons and launched a series of shocks to the market at low prices, hoping to continuously improve the entry threshold of the industry like the home appliance industry.
(3) Excellent brand of mineral water in 2008
Brand: Nongfu Spring
China famous trademark, national inspection-free products, top ten mineral water.
Brand: Laoshan Mountain
Brand description: China famous trademark, national inspection-free products and top ten mineral water brands.
Brand: Yili
Brand description: China famous trademark, national inspection-free products and top ten mineral water brands.
Brand: Evian
Brand description: 10.8% of the world's global market share, top ten mineral water brands.
Seven. Enterprise status
Enterprise introduction:
Eight. Planning concept
Thinking: In the face of fierce competition, how can we make a blockbuster in the market? What makes XX brand mineral water enter the water market? Its? Core interest points? What is this? Where is our future?
① Differentiated marketing
If you want to cause explosions in the market and grab a cup of XX brand mineral water, you must grasp the behavioral characteristics of segmented consumer groups, use differentiated marketing strategies, quickly attract the attention of consumer groups with unique concepts and forms, and at the same time reduce customers' sensitivity to product prices and quickly cut into the market.
(2) Strengthen its own competitive advantage.
At present, the competition in the low-end market is chaotic and the price war is endless. For XX brand mineral water, it can avoid fierce competition in the low-end market, increase the operability of building another brand in the high-end market, and at the same time gain higher profits for enterprises, build their own competitive advantages and lead the market in this field.
(3) Strive to be a brand and be unique.
Promoting brands, products and oneself is actually an indispensable and important means to occupy a vast market. Various forms of publicity, including advertising, are excellent ways to establish corporate image, publicize product characteristics and leave a mark on consumers. At the same time, the publicity of a difference point is likely to impress consumers and immediately distinguish it from similar products on the market.
④ Do a good job in marketing promotion.
Sales in a broad sense should be multidimensional and three-dimensional. In recent years, although the city has made some efforts in mineral water sales, its operation mode mostly stays in direct competition. This leads to the disadvantages of short lines, few points and small sales scale, and also causes some sales points to shrink day by day, even finally? Shutter back? Situation. We should focus on sales, combine point with surface, echo each other, and coordinate up and down to form a three-dimensional situation. As far as means are concerned, wholesale, retail and direct sales are all acceptable, and as far as methods are concerned, secondary, tertiary, agency or bulk distribution are all acceptable. In short, we should be flexible and diverse, and seize all available markets.
Nine. Strategic planning, image positioning and sales strategy
Strategic Planning
1. Strategic thinking: draw a clear line with pure water, do not fight price wars, play function cards, highlight the advantages of natural minerals in mineral water, and clarify the value-added benefits that consumers can obtain. Advocate a green and healthy lifestyle to the whole society, spread scientific and correct consumption concepts, thus establishing a brand image of healthy and high-taste mineral water and shaping a corporate image that is sincerely responsible for society and committed to benefiting mankind.
2. Strategic deployment: take xx as the base camp, take the lead in breaking through, stabilize our position and move towards the whole city.
3. Sales channels: Class A channels: large supermarkets such as Youkelong, which can be handled by special personnel.
Category B channels: ordinary retail stores.
Other channels: hotel/fitness center/water bar/coffee shop.
(B) sales philosophy
1. Brand concept: sell water and health at the same time, and give you a good face.
2. Brand foundation: it not only meets the basic physiological needs, but also provides excess value that other brands cannot provide; And the above benefits can be obtained in a convenient and pleasant situation.
3. Marketing concept: Based on the latest modern integrated marketing communication theory, combined with Pi Fu's planning concept and experience, tradition and innovation are combined to mobilize all available means.
4. Promotion strategy principle: combination is the main, and miraculous effect is the best. Increase the breadth of market adoption of products by conventional methods, stand out from many competitors unexpectedly, and increase the depth of market adoption.
(6) Target group positioning:
Main groups: government officials, intellectuals and the middle class as the main consumption orientation, and influence and radiate other consumer groups from point to area.
Consumption characteristics: these people tend to be rational in consumption behavior, and they all have certain brand concepts and brand awareness when buying water, right? Healthy drinking and quality life? Demand is high, and these people are also easy to accept new things.
Detailed classification of target population: (1) people who care about their own health and pursue quality life. (2) people with weak constitution and low immunity who need to supplement their physical fitness. (3) people who need to recover their physical strength quickly after exercise. (4) People with irregular diet and unbalanced pH value. (About pH, this can be further classified) (5) Primitive people who drink water every day.
X. Project promotion
(1) from? Is the mineral water industry facing a new breakthrough? For news points, choose mass consumer media, such as People's Life, and publish a half-page soft article for pilot publicity.
(2) Preheat the brand on the grounds that it is rich in minerals beneficial to human body, and choose print media for semi-printing or genuine publicity in the early stage.
(3) from? Meet human needs and balance pH? And other functional aspects of product promotion, so that consumers have a clear focus on the core demands of products.
(4) According to the sales situation of shopping malls and specialty stores, appropriately change the propaganda angle of print media to create a scene of product scarcity. If conditions permit, you can choose to go to TV media and conduct marketing strategy simultaneously.
(5) According to the market operation, a series of consumer interaction activities can be held, and brand spokespersons can be invited to sponsor some large-scale activities to expand brand awareness and increase product brand image.
The method of purchasing mineral water depends on whether the label meets the requirements of food labeling, and whether there are product names, water sources, bromate content, registered trademarks, dates, etc. If it is not complete, it is not suitable for purchase.
Second, see whether the bottle cap is intact and flat, and whether there is water leakage when the bottle is inverted.
Third, see if there are other colors or flocs in the bottle. If there is such a phenomenon, it is not appropriate to buy it.
Qualified mineral water should have no peculiar smell when drinking. For example, mineral water with high lead and sodium content is slightly salty; Calcium and magnesium are high and astringent; Mineral water with high carbon dioxide content has a unique sense of excitement. In addition to the above conditions, regular mineral water manufacturers pay more attention to packaging, exquisite and beautiful.
Identification of outer packaging: high-quality mineral water is mostly packed in non-toxic plastic bottles with exquisite appearance and fine workmanship; The plastic anti-counterfeiting cover of the bottle cap is twisted off, and some have anti-counterfeiting internal plugs; The surface is covered with labels and beautifully printed. The product name, address and production date are complete, indicating various trace elements and contents in mineral water, and some also indicate the name of the inspection and certification unit.
Color and water body identification: high-quality mineral water is clean, colorless and transparent, without suspended matter and sediment, and the water body is not sticky.
Smell and taste identification: high-quality mineral water is pure, fresh and tasteless, and some products have special tastes, such as slightly salty taste.
Precautions for drinking mineral water Drinking barreled mineral water should pay attention to the following matters:
1. The water dispenser must be placed in a cool and dark place, and never exposed to direct sunlight, so as not to breed green algae. If there are difficulties, measures should also be taken to cover the bucket to avoid light.
2. It is advisable to drink it within 2-4 weeks after opening the barrel in autumn and winter, and it is best to drink it within 7- 10 days in spring and summer.
3. Don't electrify and heat the water dispenser for a long time and boil it repeatedly. Repeatedly boiled water is not suitable for drinking.
4. Used empty barrels should be put in a clean place. Don't pour dirty water into it, and don't throw dirty things (such as cigarette butts) into it, which makes it difficult to clean and disinfect the mineral water plant.
5. The drinking fountain should be disinfected regularly, preferably once every six months. Avoid secondary pollution and ensure that drinking water is safe, hygienic and healthy.
6. Once water produces bacteria, it can be heated to destroy them.
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