A Case Study on Marketing Planning of Jujube
Target market analysis
1, environmental analysis
With the coming of 2 1 century, the social and economic level is constantly improving. People's pursuit of health is also constantly strengthening, requiring not only a healthy diet, but also a balanced diet. The balance of nutrition is the goal pursued by most people in modern times. Therefore, jujube with high nutritional value has also become a category of dried fruits for more people. Jujube is delicious in meat, sweet in color and rich in nutrients such as protein, fat, sugar, vitamins and minerals. Jujube contains all kinds of vitamins and minerals needed by the human body to promote the nutritional balance of the body. Therefore, jujube has always been a good product for invigorating qi and nourishing blood, calming the nerves and calming the mind, which is very beneficial to patients with hypertension, cardiovascular diseases, insomnia and anemia. Jujube is not only a good product for health care, but also a good product for skin care and beauty.
2. Product analysis
Ruoqiang jujube has thin skin and thick meat, full fruit, tender meat, high sugar content, sweet and mellow taste, tender and refreshing meat, soft and sweet, and rich nutrition. Ruoqiang jujube is famous for its thin skin and thick meat, sweet taste and delicate meat quality. It contains a lot of calories and can be used as a substitute for grain. Historically, it is often used for disaster relief. Ruoqiang jujube contains calcium 100 mg, vitamin 3 1 mg, soluble fructose 85%, various trace elements and amino acids 537 mg, with an edible rate of 92.6% and soluble solids 42%. Traditional Chinese medicine is a drug primer, which is about 300 times higher than that of apples and peaches, and the content of vitamin P is also 100%. Every100g of fresh jujube contains protein1.2g, which is almost the highest among fresh fruits. Ruoqiang jujube has extremely high dry heat output, about 1.500- 1.800 kilojoules per 100 grams of jujube, which exceeds raisins, and the contents of protein, calcium, phosphorus, riboflavin and nicotinic acid are higher than raisins. The dried jujube is dark red in color, soft and sweet in meat, rich in flavor, moderately elastic and full of aftertaste after eating. Therefore, people have always regarded Ruoqiang Jujube as an excellent tonic.
The best quality jujube is the base-Ruoqiang, which is the largest county in China with an administrative area of more than 200,000 square kilometers. The first county in China? Known as. Ruoqiang is rich in red dates, and its unique light and heat resources and huge temperature difference between day and night make the quality of red dates extraordinary.
Although the quality of Ruoqiang jujube is better than other places, the sales channels of jujube are not perfect and there are few jujube deep processing enterprises. Consumers' awareness is not high, they know more about Xinjiang Province, and their social awareness is high. However, in other provinces, few people know who will have insufficient awareness and need to be strengthened. Therefore, the main customers of Ruoqiang Jujube are consumers in Xinjiang and buyers of dried fruits abroad. It can be seen that there are many potential customers, and Ruoqiang Jujube has a great market. Ruoqiang jujube is mainly sold and retailed by dried fruit merchants.
3. Opponent analysis
Jujube is produced in the following areas: (1) Mengzhuang Town, Xinzheng, Henan Province? Mengzhuang jujube is well-known at home and abroad, named after the famous Xinzheng jujube producing area and country? High quality jujube base? And China's famous excellent economic forest? Hometown of red dates? There are 72,000 mu of jujube forest, with more than 0.9 million jujube trees 1.5 thousand kilograms of jujube1.5 thousand. Have the largest jujube distribution center in China? China Jujube Trade City, which was cultivated? Miss you so much? ,? Jujube gift? And other well-known brands, jujube industrialization system has been formed. Perfect infrastructure and preferential policies, yes.
A treasure house for people of insight at home and abroad to invest and start businesses. (2) China Jujube Garden? Aksu Aksu region? Jiangnan beyond the Great Wall? 、? Land of plenty? Aksu region has long sunshine time, large temperature difference between day and night and dry climate, which is suitable for the growth of Huizao and Junzao with strong resistance to pests and diseases, and the jujube yield is the highest. The yield per mu of Aksu jujube is equivalent to 2.5% of the average yield per mu in the mainland? Four times, the planned planting scale in the future will reach 210.5 million mu, and the annual output of fresh dates will reach 3 million tons. The output is equivalent to 50% of the national total output, and it will become the largest jujube production and processing base in China. (3) The planting area of Cangzhou jujube, the hometown of golden jujube, is more than 6,543.8+0,000 mu, and the processing of jujube preserves with jujube as the main raw material has become a local characteristic industry. At present, there are more than 170 certified enterprises in the production and processing of jujube preserves in Cangzhou, and the market share of jujube products has reached over 90%. Among them, the products of Jin Xin Food Co., Ltd., Pei Ran Century Bio-food Co., Ltd. and Zaoxiangyuan Food Co., Ltd. have successively entered the Wal-Mart international supermarket chain, and Cangzhou Jinsixiaozao has been exported to Korea, Japan, Russia, Singapore and other countries and regions.
4. Consumer analysis
Ruoqiang jujube, a big and beautiful oval, is dark red when it is dry, and the meat is crisp and sweet when it is finished. After air-drying, the meat is soft, sweet and full of aftertaste. Every100g of jujube contains calcium100g, vitamin 3 1 mg, soluble fructose 74.88%, various trace elements and amino acids 537mg. The edible rate is 92.6, and the soluble solid content is 42%. Because jujube contains a variety of trace elements, it is suitable for all kinds of consumers.
(1) Influence of Ruoqiang Jujube on Children
Promoting intellectual development The rich vitamin C in red dates can sharpen the brain function, strengthen the protein function of brain cells, and promote the excitement of brain cells, thus improving children's intellectual development. The absorption rate of iron and zinc in jujube with the functions of invigorating spleen, nourishing stomach, nourishing blood and calming nerves is 1 1%, and the yolk is only 7%. Moreover, it has VC that animal food does not have, which promotes the absorption of iron and zinc. Jujube also contains a lot of vitamin A, vitamin C, zinc and other essential nutrients to prevent influenza, which can promote the growth of white blood cells in the blood and help the human body prevent viruses, bacteria and other harmful substances. Proper consumption of red dates in winter can not only preserve health but also prevent influenza. Dilate blood vessels and enhance children's heart function. Cyclic adenosine monophosphate contained in red dates can dilate blood vessels, improve myocardial nutritional status, enhance myocardial contractility, and is beneficial to the normal activity of the heart. Sedate and soothe the nerves. Flavonoid glucoside A contained in jujube has sedative, hypnotic and hypotensive effects, and isolated naringin C has central inhibitory effect, so jujube has sedative and tranquilizing effects. Therefore, if the baby doesn't sleep, he can eat more dates. Allergy. After taking jujube, the concentration of cyclic adenosine monophosphate in immune cells such as plasma and white blood cells increases, which stabilizes the cell membrane and reduces the release of allergic media, thus preventing allergic reactions and curing allergic diseases. Regular consumption of jujube can effectively prevent children's allergies.
(2) The effect of Ruoqiang Jujube on women.
Eat jujube three times a day, 3 tablets each time, which has the effect of nourishing blood and caring skin. Red dates are better with white fungus stew or porridge. This is also because jujube is rich in vitamins, iron and other minerals, which can promote hematopoiesis, prevent anemia and make the skin rosy. It can also improve the symptoms of qi and blood weakness in menstrual women, which is conducive to relieving menstrual discomfort. Jujube is rich in vitamin C, P and cyclic adenosine monophosphate, which can promote the metabolism of skin cells, make skin fair and delicate, prevent pigmentation, and achieve the effect of skin care and beauty. Nourishing blood and calming nerves Most women suffer from bipolar disorder, crying and anxiety, which can control and tonify hot flashes, sweating and emotional instability in female menopause. Using Ganmai Jujube Decoction with jujube, licorice and wheat can nourish blood, soothe the nerves, soothe the liver and relieve depression. Dilate blood vessels and enhance heart function. Cyclic adenosine monophosphate contained in jujube can dilate blood vessels, improve myocardial nutritional status, enhance myocardial contractility, and is beneficial to the normal activity of the heart. Anti-fatigue, improve human body's resistance Jujube also contains triterpenoids, such as maslinic acid, which has anti-fatigue effect and improves human immunity. Suitable for white-collar women.
(3) The effect of Ruoqiang jujube on men.
Detoxification and liver protection are important detoxification organs. Toxins in human body? Including various health hazards.
Matter is not only brought by the external environment, but also produced by the body. These toxins become non-toxic or low-toxic substances after a series of chemical reactions in the liver. We should adopt healthy and effective dietotherapy in our daily diet to help the liver detoxify. Jujube is rich in sugar, vitamin C and cyclic adenosine monophosphate, which can reduce the damage of various toxins to the liver, promote the synthesis of protein and increase the total protein content in serum. Effectively protect the liver and remove the garbage in the human body. Diglucoside A is the flavone contained in improving sleep, which has sedative, hypnotic and hypotensive effects. Among them, the separated grapefruit aglycone C has central inhibitory effect, that is, it reduces spontaneous movement, stimulates reflex and rigidity, so jujube has sedative and tranquilizing effects and effectively improves sleep quality. Nutrients contained in jujube can enhance human immune function, and play a certain role in preventing cancer and maintaining human organ function. Jujube skin, red meat and thick juice are rich and sweet, like fire, nourishing the yin of the heart and spleen and moistening the dryness of the flesh and blood.
(4) The effect of Ruoqiang Jujube on the elderly.
Effectively prevent cardiovascular and cerebrovascular diseases and lower blood pressure. Cardiovascular and cerebrovascular diseases are common diseases of the elderly, which seriously threaten their health. Therefore, it is extremely important to prevent and treat the disease. Of course, dietotherapy is the healthiest and most effective method. Jujube is rich in vitamin C and vitamin P, which is beneficial to improve capillaries, keep the elasticity of blood vessel walls and resist atherosclerosis. Jujube contains cyclic adenosine monophosphate, which can dilate blood vessels, increase myocardial contractility and improve myocardial nutrition, so it can prevent and treat cardiovascular diseases and greatly reduce the incidence of elderly people. Jujube is rich in sugar, vitamin C and cyclic adenosine monophosphate, which can reduce the damage of various chemicals to the liver, promote the synthesis of protein and increase the total protein content in serum. In clinic, jujube can be used as an adjuvant treatment for chronic hepatitis and early cirrhosis.
5. Analysis of market opportunities and problems.
(1) marketing situation analysis.
At present, the propaganda of Ruoqiang jujube is mainly based on the original propaganda method of oral communication, and half of the newspapers publicize it, with relatively low propaganda intensity. The main reason is that jujube farmers in jujube producing areas are not aware of the fact that publicity can expand sales.
(2) Market opportunity analysis.
According to some surveys, at present, the main sales forms of red dates are bulk dried dates, vacuum-packed dried dates and candied dates, which are sold in the form of candied dates, or red dates are added to other products (such as yogurt). The sales methods of red dates are limited. The development of jujube has many forms. According to the previous analysis, the market of red dates is huge. Jujube has a wide range of consumers, including children, women, men and the elderly. With people's pursuit of nutrition and health, the potential market is huge.
6. Analysis of promotion strategy
The main content of the promotion strategy is to enhance the social influence of Ruoqiang Jujube and let more people know the landmark products of this place by carrying out activities such as Jujube Culture Festival, October farmhouse party and golden bonfire party. Promote the sales of Ruoqiang jujube to solve the annual jujube harvest, but the sales channels of jujube are very narrow, resulting in a large number of jujubes squeezed into jujube hands, but the domestic market has a great demand for jujube. Because of information asymmetry, jujube farmers can't find consumers, and consumers can't find satisfactory products.
Jujube marketing planning case 2
During the Eleventh Five-Year Plan period, visitors to Ruoqiang County can live in jujube farmers' houses, taste farm products and feel farmers' health.
The joy of life. During the Eleventh Period, tourists can participate in the jujube harvest of jujube farmers and feel the joy of labor. Feel a feeling of returning to nature, that is, relax the body and mind, cheer up the spirit and relieve the nervous thoughts. Moreover, jujube garden is surrounded by beautiful natural and pastoral scenery, so it is welcomed by many city tourists. At the same time, tourists can help jujube farmers harvest in autumn. Jujube farmers use local agricultural products for processing to meet the needs of customers, which not only improves the income of jujube farmers, but also meets the needs of tourists, and plays a win-win role.
In marketing, let more people know about Ruoqiang Jujube, which plays a propaganda role.
Golden bonfire party
The first stage: fun games-based party activities (time10,3, 19:00? 23:00)
Activities: Six simple and interesting games (such as guessing, drumming and passing balloons). ), every game will be awarded in time. Among them, programs of various grade groups were interspersed, and a lottery was held halfway.
Stage 2: Liberal Party (Time: 19:00? 19:30)
Game content: props? Balloons, program notes, six songs, lottery boxes, etc.
Riddle.
Prepare balloons of various colors, each balloon contains a riddle, and carry out guessing activities, such as guessing the correct answer and collecting prizes from the on-site staff.
Drums and balloons.
Performed five times. The scene began with impassioned drums, and balloons were passed by hand in the audience. The drums suddenly stopped. Whoever reaches the balloon or bursts it must perform a small program on the stage. If the balloon falls into the stadium to form a dead ball during the process, the last person who touches the balloon also needs to perform the procedure (the host must pay close attention here, otherwise it may be unclear). Finally, these five people will perform the program alone.
If an individual doesn't want to perform a program, the host can prepare a stack of notes in advance, each of which contains the program name, idioms and physical performances (such as scratching his head, chicken flying a dog jumping, etc.). ), sing a popular song, recite a poem in a vivid voice, tell the most embarrassing thing I have experienced personally, and so on. And let him take out a piece of paper and perform according to the program name on the paper. Among them, the idiom body performance must be performed by him or her with body language, and the audience should not be prompted by language or other hints. Finally, the group to which he belongs will keep guessing until it is right.
Props: drums, balloons, program notes.
Duigesai
Perform five times in groups. Every time different groups start a song, the next group must start a song with the last word of the song sung by the previous group as the head (only sing one sentence, and the order of receiving songs is 12345,) 2345 1, 345 12, 45 123.
The time for each group to match songs should not exceed 15-20 seconds, otherwise it will be counted as failure directly, and the other three groups will continue to match according to the last word of the last song just now, and the time will be counted as the remaining time just now. If they can't catch up with anyone, the game will be over soon.
After four games, the group that won the most times won the prize. If there is a tie between the two groups, you can try again between the two groups to decide the result. If each group wins and loses the same number of times, there will be no rewards and punishments, and there will be no prizes for all five groups.
Folding newspaper
Rule: A man and a woman stand on an 8K newspaper and begin to answer questions.
Answer the wrong question, the newspaper repeats, answer the right question and ask the next one. When men and women answer questions, their bodies should not touch anything except newspapers. There are ***5 questions. When the problem is completed, men and women can still meet the previous rules and prizes will be awarded at the end of the game.