Model essay on fruit marketing planning 1 1. Planning summary
Fruit, a mass consumer product, has gradually become a necessity and an important part of mass consumption. With the improvement of people's living standards, fruit consumption has gradually become the main consumption demand in people's daily life. In recent years, a kind of cut fruit has been added to the cold drink stalls in various cities. Merchants cut cantaloupe, pineapple and watermelon into blocks and strips for sale. The business sold in this way is booming. In order to meet this demand, we have specially launched? Campus fruit, right? . ? Campus fruit, right? Mainly aimed at the consumption gap of campus fruits, so that students can have an environment where they can eat fruits with confidence.
? Campus fruit, right? As a new fruit consumption mode, it is still weak compared with fruit supermarkets. After in-depth market research, our team analyzed its advantages and disadvantages, and made corresponding planning schemes according to its advantages and characteristics, in order to reverse people's traditional concept of fruit consumption and promote the development of this new consumption mode of campus fruit bar. The following is the marketing plan prepared by our team.
Second, the market environment
Macro environmental analysis
There is a big fruit market in China. Compared with the per capita annual fruit consumption of 85kg abroad, the domestic per capita consumption is only half of it. According to the survey of most families, 80% of families of three spend more on fruits every month than 80 yuan. 10% of the household consumption of fruit is between 50 and 80 yuan. Only 10% of households consume fruits below 50 yuan.
With the improvement of residents' income level, the consumption demand for fruits is increasing. At present, the average annual fruit consumption in China is about 45kg, which is not far from the hygienic standard (70kg), and the gap is even greater than the average annual fruit consumption level in developed countries (80kg). College students are relatively better (55kg per year). As a social group that pays more attention to healthy lifestyle, college students tend to consume fruits, so the market prospect of college students' fruits is generally promising and there is a broad space for development.
? Fruit, as a new industry, has appeared in some places. However, it is still blank in the university market, because the traditional consumption mode of fruit supermarkets has long been deeply rooted in the hearts of the people. As the most receptive group to new concepts, college students are more receptive? Campus fruit, right? The concept of.
(B) Analysis of the competitive environment
1. the change of consumers' concept: can consumers accept this way of buying fresh fruit? This kind of fruit consumption has appeared in some areas and is regarded as the main fruit consumption place. Because other traditional fruit consumption concepts have formed habits in consumers' minds, it is necessary to change consumers' consumption concepts in a short time and let them accept this commercial form.
2. Large supermarket chains: The long-term operation of fruit in large supermarket chains shows that fruit consumption has occupied a certain proportion in people's daily consumption, and it also shows the vast market. These businesses are also very optimistic about this market. The advantages of large supermarket chains are large purchase volume, low purchase cost, large passenger flow, good shopping environment and good quality and quantity of products. 3. Campus booth: Because the booth rent is cheap, its price may have some advantages. But there is no shopping environment, no products and services, customers have no choice, and the quality and quantity are not very reliable.
4. itinerant vendors: characterized by strong mobility, they can push fruit carts on campus. Because there is no rental cost, its price may be lower. Its disadvantage is that tourists and small-selling fruits are often short of two pounds and shoddy.
Third, SWOT analysis
(A) Advantages
Compared with other fruit distribution methods, campus fruit? Have unparalleled advantages. ? Campus fruit, right? There are rich fruit categories; ? Campus fruit, right? Fruit is cut in front of consumers, and there will be no cheating on consumers; ? Campus fruit, right? Mainly for college students, its price can meet the economic requirements of consumers and its low price can attract a large number of customers. ? Campus fruit, right? It is a price war, and at the same time, with quality and quality as the guarantee, it meets the consumption needs of nearby shopping, low-price shopping and honest shopping.
(2) Disadvantages
Fruit storage is a problem that cannot be ignored. Although it is guaranteed by refrigeration equipment, decay is inevitable, and it will cost a lot of money to solve this problem. Secondly, health problems and food safety are an issue that cannot be ignored. The influence of previous ideas has caused consumers to have some resistance to cutting and selling fruits. If you open a fruit bar of considerable scale on campus, you need a lot of capital investment, and it will take a long business cycle to recover the cost.
(3) Opportunities
The consumption pattern of high-grade fruits on campus has been in a blank stage. Campus fruit, right? The emergence of "Internet" meets the consumer demand of shopping nearby, low-cost shopping and honest shopping. At the same time, as a new concept of fruit consumption, campus fruit bar? It is easier to grasp the consumption psychology of college students' consumers, that is? Campus fruit, right? This industrial form can quickly occupy the market of college students and develop.
(4) threats
Because the store layout and sales methods can be copied, I believe? Campus fruit, right? When consumers pay attention, there will be some followers, but as long as we integrate resources (procurement and logistics), I believe that our prices and services are beyond others' reach. We can persuade our followers to join us.
Fourth, marketing strategy.
(A) market segmentation
At present, fruit consumption places in society generally include? Fruit theme restaurant? And then what? Fruit, two forms on the right. Among them? Fruit theme restaurant? Mainly for senior white-collar workers and other consumer groups, their consumption level has been at a high level. What about ours? Campus fruit, right? Based on the campus, facing the vast student market, we will occupy the middle and high-grade fruit consumption market of college students with low price, excellent service and assured quality assurance.
(B) Target market selection
Compared with the theme fruit restaurant, we prefer to choose? Campus fruit, right? . The consumption level of college students is limited, and the consumption threshold of theme fruit restaurants is too high, which is not easy to be accepted by most consumers. And then what? Campus fruit, right? The consumption level on campus is generally low, and it will soon become the first choice for college students' leisure and entertainment.
(3) Market positioning
Occupy the high-grade fruits of college students with low price, excellent service and assured quality.
Consumer market. With a brand-new sales concept? Campus fruit, right? Become bigger and stronger quickly.
Verb (abbreviation of verb) marketing mix strategy
(A) product strategy
? Campus fruit, right? Mainly engaged in a variety of fruits, product prices have greater room for change, starting from a few yuan.
To more than ten dollars. Secondly, we also advocate a variety of fruit product combinations (similar to fruit bowls), taking into account the nutritional value and price acceptance. At the same time, various non-fruit combinations are introduced to enrich the taste of products and try their best to meet the various needs of consumers.
(B) the price strategy
1. Pricing Target
? Campus fruit, right? Mainly aimed at the college student market, so its pricing will certainly meet the consumption needs of most people. The price range of various fruit products and product combinations ranges from several yuan to ten yuan. ? Campus fruit, right? Compared with ordinary fruits, our products still have a certain price advantage.
2. Pricing method
? Campus fruit, right? When a new product is just on the market, it adopts penetration pricing method to set the price at a lower price to obtain it.
The highest sales volume and the largest market share is to achieve the goal of quickly occupying the market. As a product whose seasonal demand changes greatly, the price of fruit should change with the change of consumer demand. Therefore, when the product reaches the mature stage, the flexible pricing method of demand price should be adopted.
(C) Channel strategy
In order to control the sales process and establish a stronger connection with consumers? Self-built shop? Way,
And supplemented by other means, the goods are sold directly to consumers, achieving rapid expansion at low cost.
(d) promotion strategy
1. Tourism Mobile Promotion
Put some fruits with seasonality, price advantage and product advantage on vending machines that can be sold around campus. Cooperation? Campus fruit, right? Its main function is to promote the brand and enhance the image.
2. In addition to the traditional reverse marketing promotion.
In other words, appeal to the selling points of some unsightly products, tell consumers that these fruits taste good and taste refreshing, and focus on the advantages and disadvantages of fruits, thus shifting consumers' eyes to the good side. Then let consumers taste it for free and feel the quality of the product for themselves. This can achieve better promotion effect.
3. Cultural promotion
Various traditional and simple promotion methods have been unable to attract people's attention, and cultural promotion, which is rich in cultural factors and can meet the needs of economic development and cultural life, has become active. Cleverly playing the cultural brand, giving each product a tasteful name, and enhancing the legendary color of the product by excavating the background, so as to support the reason why the product sells at a high price, so that consumers are willing to pursue its connotation and tend to buy products, thus achieving the real promotion purpose.
4. Use a variety of promotion methods.
Comprehensive use of price promotion, personnel promotion, public relations promotion and other ways to sell products, quickly go deep into the campus, deeply rooted in the hearts of the people, grasp the consumer psychology, and achieve better sales results.
Sixth, special services
1. Give customers a brand-new, assured, quality-guaranteed, cheap and assured consumption place.
More customers choose to go to the supermarket to buy fruit. In addition to seeing the fruit discounted when buying other goods, the biggest reason left is that the fruit in the supermarket can reassure consumers in terms of product appearance, product quality and weight. Moreover, the open self-selection method can give customers more choices. For us? Campus fruit, right? Adopting unified decoration, unified store layout and unified procurement, all products can be sold after cleaning, grading, sorting and packaging, which can completely give customers more psychological satisfaction.
2. Unique guiding consumption
Nowadays, when buying fruit, customers choose fruit consumption entirely according to their own tastes and preferences, ignoring the characteristics of the fruit itself and the people suitable for eating. Through the investigation of many consumers, it is found that almost no one can tell the characteristics of pineapple and the people who are suitable for eating, and what fruits patients with liver disease and stomach disease should eat and what fruits are not suitable for eating. This shows that everyone is blindly consuming fruit. Without any common sense of fruit consumption, it will lead to the misunderstanding of sending bananas to diabetic patients with kindness. And our responsibility is to teach you how to consume and eat fruits reasonably. In this regard, we put up posters in the store to introduce the characteristics of each fruit, the people suitable for eating, and the identification method of good or bad grades to guide everyone to consume healthily.
3. Provide a variety of services for different consumer groups.
Fruit consumers are generally divided into two types: self-use type and gift-giving type. According to the psychology and packaging needs of the giver, we will specially design some packaging combinations with different capacities (3G, 5G) that can be folded or combined, and provide them to consumers for free. Customers can buy fruits in any combination. If you need a packaging box after purchase, you can get the packaging box in the store by paying a certain packaging fee. In this way, consumers can not only understand consumption, but also avoid buying expensive fruit gifts from tourists or other businesses to ensure quality.
4. Dig deep into the characteristics of fruits and other needs of consumers.
With the increase of people's income, more consumers began to drink fresh fruit juice. In view of the aesthetic needs of consumers, our fruit bar will have a free juicer for customers to use. In addition to eating, customers can also use water to clean the fruit and use a juicer to squeeze the fruit into juice for free. In terms of hygiene, every time the customer uses the juicer, the staff will sterilize the machine and then put it in the disinfection cabinet to ensure hygiene.
Seven. Organize and implement the plan
1. Organize the sales team
? Campus fruit, right? The staff consists of a store manager and three salesmen. Meet the peak sales season or
When publicity activities are needed, temporary staff are recruited to meet various work needs.
2. Implementation plan
Pre-store preparation (20XX-9- 1 to 20XX-9-30 for one month)
Store rental: contact the store in the school and use the school's preferential policies to reduce operating costs.
Preparation for opening a store: finely decorate the store and buy professional fruit preservation and juicing equipment.
Recruitment: Hire college students to do part-time jobs, provided that the other party is interested and willing to engage in this industry. Hire a professional fruit teacher as a resident representative.
Material procurement: purchase materials through exclusive channels to strictly ensure the quality of fruits. Campus publicity activities (20XX- 10- 1 to 20XX- 10-7, one week).
Direct dormitory visit: promotion representatives visit the dormitory one by one, (200 exquisite fruit picture books, 200 questionnaires each), and dormitory visit.
Distribute leaflets: print 3000 leaflets and increase publicity.
Poster: A poster copied on B2 paper.
Image display board: 3 * 4m outdoor image banner with whitening cloth.
Website promotion: BBS forum topic making+posting articles+blog.
Sponsorship activities: cooperate with campus organizations and try to hold an activity at the beginning of the semester to promote it? Campus fruit, right? The popularity of.
Eight. cost budgeting
Nine. Risk and control
(A) how to reduce costs:
1. procurement cost: procurement cost is directly related to sales volume. But when we start a business, our sales will not be very large. How can we reduce the procurement cost? In fact, as long as we find the right partner, I believe this problem will be solved. When starting a business, you can find a juice manufacturer to invest in shares. Its attraction lies in that it not only owns the shares of the company, but also has the right to name the stores opened by the company in the next three years (such as named chain stores? Huiyuan? Campus fruit bar chain) and add a corporate trademark at the door of the store. Joint procurement can also reduce their own procurement costs and operating costs. The advantage we get is that we have advantages in purchasing cost from the beginning, and we can also use its advantages in warehousing and logistics to reduce costs. So as to achieve a win-win goal.
2. Operating cost: This is directly related to the sales price of products. In addition to the cheap store rent, we also recruit part-time college students and strive for preferential policies.
(B) How to attract consumers' attention
At the beginning of opening, we can distribute opening leaflets and some preferential posters to students in school through student associations and other channels. And you can launch activities such as spending a certain amount of money to send vouchers. This in turn can stimulate students' enthusiasm for consumption and increase the consumption of fruits.
(c) How can consumers choose the goods we offer?
1. Good image
2. Good shopping environment
3. Competitive price
4. Multiple promotions
5. Various measures to facilitate services.
(D) How to strive for more resources to win more favorable competitiveness
1. Partner selection, you can choose a fruit juice company to hold shares in the company. In this way, the company can take advantage of its purchasing cost and warehousing logistics.
2. Strive for policy support. Recruit part-time college students, so that schools can give more policy support in rent and other aspects.
(5) Loss problem
The loss of fruit is the most difficult to control. Because it is related to the purchase, storage and transportation of products. And fruit is a product that is not easy to quantify. Its price can only be calculated by gold, and there is no unit price of a single product. So it is a little more difficult to control than other commodities. In this regard, we will give the store a certain loss ratio, and the degree of loss is linked to the profit of a single store. At the same time, it is also directly linked to the income of the clerk, thus controlling the loss.
(vi) Climatic conditions
Climate is the main factor that determines the price of fruit. Fortunately, we can learn about the climate forecast for next year from some institutions, and these institutions can also judge the purchase price of fruits according to the climate conditions.
Model essay on fruit marketing planning 2 Part 1 Introduction to the team
The second part introduces the storefront.
Our store insists? Serving students? Our store policy is to guide healthy life, design quality life, advocate moderate consumption, be practical and close to life, and provide the latest and fastest market changes in the form of pictures and words in combination with college students' basic necessities. Our store often introduces business coupons, the latest discount activities and so on. , and it is a fruit supermarket tailored for college students' non-staple food consumption.
We will provide the following consumption options for teachers and students:
All kinds of fresh fruits
(2) Various vacuum foods
(3) dry food
(4) Fresh fruit juice
Part III Detailed explanation of plate classification
First, fresh fruit.
Mainly seasonal fruits, supplemented by seasonal rare fruits.
Second, all kinds of vacuum food
Mainly vacuum bagged instant cooked food such as dried bean curd and chicken feet.
Third, dry food.
Take raisins, red dates, melon seeds, peanuts, French fries and other bulk foods (that is, there is no water, such as melon seeds, almonds, walnuts, cashews).
Fourth, fresh juice.
Mainly used for on-site juicing in summer.
The fourth part is market analysis.
First, the situation analysis:
Ganshan Campus is located in the suburb of Changsha, with relatively remote geographical location and relatively blocked information flow. There is not a sound fruit shop on campus so far. At the same time, there are hundreds of teachers and nearly ten thousand students in Ganshan Campus. It is extremely inconvenient for teachers and students to eat fruit, and the campus business opportunities have great potential.
Second, the target market
Student consumer groups account for a large proportion. At present, there are few schools in colleges and universities that open fruit shops, with huge market share and good prospects.
Third, the characteristic project market analysis
(1) fresh fruit:
There are no fruit shops on campus. After eight or nine o'clock, it is time for teachers and students to have dinner. At this time, there is no place to buy fruit inside and outside the campus. Our fruit shop just made up for this vacancy.
(2) Fresh fruit juice:
Changsha is located in the subtropical zone, and the summer temperature is as high as 40 degrees. Teachers and students urgently need cool drinks. Freshly squeezed fruit juice is the best choice for relieving summer heat, which is healthy to eat, rich in nutritional value and has great commercial potential.
Fourth, seasonal fruit market analysis
Seasonal fruit is the fruit that is abundant in the season.
Spring: dry cough, eat pears, dry fire and eat bananas. Eat apples to prevent colds.
Summer: watermelons, peaches, plums, apricots, cherries and grapes.
Autumn: the Sect of Hundred Fruits-the first medicine of pear doctor-the apple is sweet and greasy and delicious-the persimmon is a good fruit in the western regions-the king of pomegranate dried fruit-the king of chestnut vitamin C-kiwifruit.
The fruit of heaven-moderate sweetness and sourness of olives-grapefruit longevity food-hawthorn vitamin pills-jujube.
Winter: winter jujube, winter peach, winter apricot and winter apple.
(See Appendix for fruit market questionnaire and college students' consumption direction questionnaire)
The fifth part of the operation mode
First, the internal operation mode
The fruit shop consists of four functional departments: finance department, planning department, export department and operation center.
Finance Department: Ceng Jun, responsible for checking revenue and expenditure.
Planning Department: All the shop assistants, who investigate the market and count the products sold, have a pair of very keen eyes: good insight and grasp the hot spots of sales.
Export department: all the shop assistants, aiming at some students, come to sell goods at the convenience of the shop assistants.
Operation center:
(1) Advertising Department: Zhong Sheng and Jin are mainly responsible for publicity.
(b) Distribution Department: Zhang Wen 1 Responsible for ordering on campus and contacting consumers.
(c) Service and Business Department: Ceng Jun (1) is responsible for the return visits of merchants and consumers.
Second, the external operation mode
( 1)? Happy Taobao? Open the market to lay the foundation for the later store operation and stabilize the sales market.
The specific operation is as follows:
Early stage:
Strengthen publicity in schools.
B, contact suppliers and choose fruit wholesalers with low price, high credit and guaranteed quality.
Order placing operation:
A every weekend, the person in charge investigates the supply market, deletes and selects goods, makes a list, and starts a new round of sales model operation on Monday.
B, consumers can directly go to our store to buy the goods they need, or they can inform us of the goods they need by SMS or telephone, and our store will deliver them to consumers in the shortest time.
Payment method: check the quality of the goods upon arrival, and pay after it is correct.
Later stage: keep a good record of consumption, and become a VIP member when you buy over 288, and give small gifts at the same time. And pay a return visit to members in the form of questionnaires to improve the product types and service methods that consumers are interested in.
Third, e-commerce applications.
(1) Use campus leaflets for publicity.
(2) Use intranet for promotion.
(3) on-site service publicity
(4) Using market research and publicity
(5) Use QQ for publicity.
Part VI Marketing Plan
According to the life and consumption basis of college students at this stage, the special positioning of our store and the current market demand, the marketing work should be divided into the following steps:
1. Conduct market research, tap market space, gain insight into market demand and formulate a set of marketing strategies suitable for college students' consumption.
2. Carry out marketing, select and determine the business model and development strategy most suitable for the content characteristics of our store, and collect and accumulate a wide range of market data and information for the purpose of maximizing contact with the market, consumers and suppliers.
3. Work content, development direction-door-to-door consumers, dormitories, offices, sports venues and other consumer places. We must make our store appear in the occasion corresponding to the needs of consumers to the maximum extent, and expand publicity and advertising and popularity among consumers.
The seventh part is the analysis of competitors.
Existing competitors: 4 storefronts and several mobile booths outside the campus.
Our advantages:
1. is located on campus, close to consumer groups.
2. Free home delivery.
The time can last until after ten o'clock in the evening.
4. The sales range is complete.
Our shortcomings: the initial popularity is small, the students' class time is uncertain, and they can't open in time during the day.
Advantages of off-campus shops: they can continue to open during the day.
Disadvantages of off-campus shops:
1. Stay away from consumer groups.
2. It can't be opened at night.
3. Single sales.
Comprehensive analysis: there are no shops on campus, and there are many college students. We have a huge market. And our shop is close to students' life. In the early stage, we focused on playing our own brand, winning students' praise and opening up popularity. Our vision: through this storefront, while making profits, it better reflects the healthy life and quality life of college students.
Part VIII Financial Analysis
First, the cost calculation of various expenses:
(1) Fruit cost (about 5000 yuan)
(2) Pre-facade decoration expenses (about 4,000 yuan)
(3) Estimated fruit freight (negligible)
(4) The store's publicity expenses are expected to be in 200 yuan. Posters, leaflets, campus broadcasts, PPT, blackboard newspapers, banners and other forms are used for publicity.
(5) The purchase of counters, tables, furnishings and decorations is about 65,438+0, 200 yuan.
(6) The total starting capital is thirteen thousand.
Second, the profit model:
(1) daily income (i.e. daily sales of the store).
(2) Schools, departments and classes need to order some fruits and dry goods for class meetings.
(3) Deal with loyalty cards to attract new and old customers to buy.
(4) home delivery.
Three. Investment risk and control
(1) Early start-up capital turnover.
(2) The return period of funds is uncertain.
(3) The market is small, but the competition is fierce.
(4) Fruit needs to meet the needs of consumers, involving a wide range.
(5) If the investment is not large, it is impossible to achieve extremely high quality in each issue. We often hear a lot of people say that it takes half a year for the fruit industry to make a profit, or to see whether it wins or loses.
(6) There is great uncertainty about the profits of different kinds of fruits, and it takes a long time to cultivate brands and markets. Even after market research, there are many variables in the figures, and the analysis is predictive and unknown. In the actual operation process, there may be a big gap between what is discovered and what is imagined, so the investment risk is great.
(7) The fresh-keeping period of fruit products is short, and the loss in the sales process is large.
(8) Risk control:
1. Buy a small amount of stocks in the early stage to test the market.
2. Small profits but quick turnover can be implemented in the off-season.
3. Promotional activities can be carried out irregularly.
4. scientifically extend the shelf life of fruits.
Four. Share distribution
1. Share participation: according to the amount of investment, it is evenly distributed.
2. Dividends: Dividends are distributed equally according to profits.
The ninth part of the development direction
Early stage: Because this fruit shop is newly opened, it is not perfect in all aspects, and the peer competition pressure is great, so it cannot be fully recognized and supported by all the alumni of Jiaoyuan. We use several different sales methods.
1. Selling a different fruit at a certain price allows alumni to taste all kinds of fresh seasonal fruits.
Secondly, retail, after three years of closed education in senior high school and university lifestyle, we have summed up the retail method, and we support individual sales of some fruits. In this way, alumni can taste the real fresh fruit to the greatest extent, which is also in line with our students' consumption patterns.
Third, publicity and activities, after opening the store, we will organize some classes to conduct questionnaires and collect some valuable opinions. Let alumni meet to the greatest extent. I believe that our United team can stick to its beliefs as always in the face of difficult working environment. Create a convincing school fruit shop.
Mid-term: as time goes on, things will inevitably develop. I am convinced that we have won the support and recognition of most college friends, and we will also launch more perfect and humanized services. For example, we can consider sending fruit to your door and send it to each dormitory. Let alumni enjoy real convenience, real minimum consumption and maximum enjoyment while spending. Build a top fruit shop in Hunan Communications Vocational and Technical College.
Later period: With the accumulation of our team experience and the product of time, we have become the top collective in the fruit industry, and created our own set of sales methods, which truly reached the convenience of teachers and students and served the public. Immediately expand the scale of your own fruit shop and open branches near other universities. Really get out of the campus and compete with business talents in the society.
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