1. 1 natural environment:
Abundant resources and superior environment are favorable and important factors for the sustainable development of pure water resources. At present, the pure water sources for exploration and evaluation in China are all single-hole Quan Shan, and there is no restriction except sanitary protection. This has led to the development of purified water and the production of purified water products in urban central areas and densely populated areas. Foreign pure water producers attach great importance to the natural environment, such as Montclair in France and Eli Greenough in Italy, whose water sources are located in the Alps. Neuselsmineralguelle in Germany is located in a famous scenic spot; Spain's Veratran water source is located in a national nature reserve. In the future, pure water plants with sustainable development advantages in China must have beautiful natural environment, precious pure water sources and rich resource reserves. Therefore, the evaluation of pure water in the future is not limited to hydrogeological conditions, and the natural environment should also be taken as an important factor.
Pure water adopts two-stage reverse osmosis to remove all other substances except water molecules, leaving only pure water. Pure water is a kind of water that draws groundwater from more than 400 meters underground, removes some substances according to national standards, and retains minerals beneficial to human body. Mineral water means that surface water penetrates into pure water first and then minerals are added.
Ipoh pure water adopts the most advanced membrane separation technology in the world today, which completely removes all pollutants and can be safely drunk. Besides quenching thirst, it can also purify the body and help the human metabolism.
1.2, legal environment:
Environmental analysis of laws and regulations, political and legal factors For a long time, due to the lack of market access system in China's pure water industry, the production standards of pure water products are relatively low, and many pure water enterprises have launched one after another, resulting in mixed quality of pure water. In recent years, with the continuous improvement of China's laws, People's Republic of China (PRC) Food Safety Law, People's Republic of China (PRC) Beverage Production Management Regulations, Drinking Natural Purified Water Inspection Methods and other laws and regulations have restricted the production of purified water products in China to some extent, which undoubtedly improved the entry threshold of the industry and will greatly accelerate the rapid development of the purified water industry. Those small enterprises with low product quality and backward production equipment will be eliminated, leaving a market gap for powerful enterprises.
Since 2008, the domestic market share of carbonated drinks and fruit juice drinks has decreased by 65,438+07% and 65,438+08% respectively, while the market share of bottled water and silicic acid drinks has increased, and the market share of bottled water has increased to 36.64%. Under the background of financial crisis, "drinking health" has become the consumption mentality of citizens. More importantly, with the efforts of major brands and China consumers' awareness of safe and healthy consumption, the whole drinking water market in China is moving towards a healthy development path.
Beijing Ipoh established nearly 100 Ipoh bottled water stores in Beijing in 2007. The system has strong monitoring ability, which can track every barrel of water delivered from the factory in real time, put an end to fake water and reassure consumers. At the same time, the powerful service system and management system of the barreled water specialty store and the unified 59798550 customer service center in the city are connected with the computer of the specialty store for real-time information exchange, which greatly improves the efficiency and quality of distribution and service, creates value for users and improves the quality of life.
2 internal environment: company development and competitors
As one of the top ten beverage industries in China, its ranking is rising year by year. In 2009, Ipoh pure water jumped to the third place, and the sales volume in 2009 increased by 32% compared with 2008. In 2008, Ipoh narrowed the gap with Nongfu Spring to 30,000 tons, and now Ipoh has become one of the top three beverage industries in China.
2. 1 market capacity:
(1). Nationwide, the total sales volume of packaged drinking water in 2008 was 24,755,800 tons, an increase of 37% compared with181.87 tons in 2007. Among them, Master Kong took the first place with an absolute advantage of 4.03 million tons; Wahaha
Followed by sales of more than 3 million tons; The third place and the fourth place are Nongfu Spring and Yibao respectively, and the sales volume of both brands exceeds 6,543,800 tons.
(2) From the perspective of Guangdong, there are three major brands of drinking water market in Guangdong: Jing Tian, Yili and Robust, with sales of over 400,000 tons. The total sales of these seven brands reached 1 1.409 million tons, accounting for 46% of the cakes in the whole market. At the same time, Master Kong, Wahaha, Nongfu Spring and Ipoh have left their peers far behind, and the situation of the four oligarchs in the water industry has been formed.
2.2 Competitors: First Army: Robust, Wahaha and Master Kong, all leading brands;
Second Army: Nongfu Spring, Ipoh, Xiaoheizi and Hortmann, all of which are strong brands; The other 40 kinds are miscellaneous brands, which are weak brands.
The first place is Master Kong 30.64%, Robust 28.56%, Wahaha 15.74%. Features: high brand awareness, strong enterprise strength and large advertising investment. Robust not only produces pure water, but also produces pure water, making money at low cost and building corporate image with pure water. Robust and Wahaha successively set up branches in Hubei, implementing localization strategy, reducing costs and strengthening competitiveness.
(1) There is a large demand for commodities and many related substitutes. Reducing the price can promote the growth of sales.
(2) Enterprises with strong production capacity can produce in large quantities and reduce costs. Customer satisfaction pricing refers to finding out the price that consumers are satisfied with after a period of time, and making adjustments to get the final price. Differential pricing strategy refers to setting different prices for the same product for different customers, regions, uses and seasons. Hierarchical pricing strategy refers to pricing different grades of products. Three. Target marketing management 1. Steps of target management
(1) To set the target marketing target, these five conditions must be met: concrete, measurable, operable, the length of time, and whether it meets the target market. (2) Define the main objectives to be achieved. (3) Analyze the advantages and disadvantages. (4) Formulate specific action plans. (5) Optimize enterprise resources. (6) Determine the time to achieve the goal.
(7) Target control and management-distinguish 20% customers from 80% customers; (8) Establish a reward and punishment system.
2. Current marketing situation
(1) Market situation: current product market/scale/advertising/market price/profit rate, etc. (2) Product status: current varieties/features/prices/packaging, etc. (3) Competition conditions: main competitors and basic information in the current market (4) Distribution conditions: sales channels, etc.
(5) Macro-environmental conditions: consumer groups and demand conditions.
3. Situation analysis
Advantages: Advantages in sales, economy, technology, management and policy.
Disadvantages: Disadvantages in sales, economy, technology, management and policy (such as policy restrictions such as industrial control).
Probability: Market probability and assurance.
Threat: the biggest threat and risk factor in market competition
To sum up: how to foster strengths and avoid weaknesses, give play to one's own advantages and avoid disadvantages and risks.
4. Objectives Financial objectives achieved through marketing plan: to be determined Marketing objectives: to be determined.
5. Marketing strategies adopted in marketing planning.
4C, 4p, integrated marketing, * * * win-win strategy (Facing customers, our company headquarters, first-level managers, third-level managers and retailers make joint efforts to make this marketing chain serve customers timely and effectively, and effectively integrate these to put everyone's interests together to achieve a win-win situation. Distribution: the combination of distribution channels and multi-channels.
Direct selling-direct delivery to users (short and narrow channels) distribution-distribution through first-level agents and third-level agents, retail (long and wide channels) chain-chain enterprises in franchise chain are not locked-the headquarters of chain enterprises should strengthen their own construction, replace "pull" with "suction", and consolidate and improve the chain system. The development of chain enterprises is not simply to copy their own model completely, but to be one. Such resources include capital, technology, talents, management and other resources. This kind of integration is to integrate the logistics capital flow and information flow of the enterprise, thus accelerating the material circulation of the enterprise, ensuring the smooth flow of information and making the enterprise full of vitality.
Chapter 2: Pure Water Marketing Scheme-Mode 1. Foreword:
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 pure 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 springs in China. In the past, the situation that only the upper class could drink pure water has been greatly improved, and pure water has already entered the homes of ordinary people.
Compared with other drinks, pure water has a long history. As early as 1765, Europe began to bottle purified 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 pure water output of European countries exceeded 6,543,800+million tons. 1993 The per capita consumption of purified 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 pure water in China. In a short period of 10 years, there are more than10.2 million pure 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, and the share of pure water in the "water market" rose sharply. However, due to the limitation of water resources and high exploitation cost, pure water began to shrink from "vigorous development".
1999 or so, with the improvement of people's quality of life, the health care function of minerals has been paid unprecedented attention, purified water has become popular again, and the purified water market has turned around and ushered in the "second spring". In recent years, with the increasing demand of consumers for "quality life", "pure water" has gradually replaced "pure water" as the first choice for people's daily drinking water. For this reason, brand groups of pure water have mushroomed in recent years. In the face of fierce market competition, XX brand purified water is drifting in the low-end market? Or is the "sword going sideways" positioned at the 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 purified water in Fangcheng, expand market share, dig deep into product selling points 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 purified water.
Four. Project introduction
Brief introduction of xx pure water
Verb (abbreviation of verb) current market situation
1, Fangcheng pure water market is highly competitive.
There are many varieties and brands of pure water in Xx, and the marketing investment is large and the profit is very thin. The pure water market of new varieties and brands is constantly being chopped and subdivided, dividing up consumers' wallets and crowding out the pure water market. 2, a wide range of brands
At present, there are more than 1000 pure water production enterprises in China. In the xx market, there are competitors such as Master Kong and Nongfu Spring:
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: brand and taste are emphasized, and the concept of pure water is vague, but some consumers have realized that drinking pure water for a long time is useless and began to pay attention to choosing high-quality pure water.
Market analysis of intransitive verbs
A. advantage analysis:
(1) The market space is huge and the future development is infinite.
After the focus events of "purity" and "nature", bottled drinking pure water fully meets consumers' psychological needs for pure water with its unique functions of "nature", "nutrition" and "health", thus being accepted by more and more consumers and gradually moving towards the direction of "king in water"!
From Wahaha, Nongfu Spring and Jinyi, Zhejiang Water Corps seized water resources in the northeast, to Yanjing, Qingdao and Lan Jian, many beer tycoons marched into the water market one after another, and then Robust defected to specialize in pure water, publicly saying that "drinking more pure water is the right choice", which fully proved that "the development space of pure water market is huge" has become a reality.
(2) With the change of public consumption consciousness, the demand is increasing day by day.
In fact, pure water has a long history of nearly a hundred years in the world. In developed countries, drinking pure water is a sign of health and taste. Although consumers in China have a late understanding of pure water, in recent years, people's understanding of pure 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 water and beverage brands are pure water, such as Evian in France. At the same time, the brand quality of purified 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 pure water market, and the market competition is fierce.
According to the market survey and analysis, China's pure water market has formed a "Three Kingdoms" market structure of pure water with Wahaha, Robust, Yangshengtang and Nestle as the leading brands, and famous second-tier brands such as Laoshan, Master Kong, Coca-Cola, Rare Treasure, Yili and Ipoh as the main bodies, and some local small and medium-sized enterprises with poor strength. 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 pure water market is constantly being chopped and subdivided, and the competition is extremely fierce.
(2) Compared with pure water, pure water has the upper hand in all aspects.
At present, there are more than 1400 pure water production enterprises in China, while there are only 1000 pure water production enterprises. Take Wuhan market as an example. There are 29 kinds of pure water in this market, only 2 1 kind of pure water. Due to the low cost, consumers' misunderstanding in drinking water selection at this stage, and consumers' preference for pure water in advertising, marketing level and brand appeal, pure water is not as good as pure water as a whole, so it is urgent to educate consumers that "pure water is more beneficial to human health than pure water".
(3) Large marketing investment and low profit.
Compared with other kinds of fast-moving consumer goods, the profit of pure water is lower. 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, start with large barrels of water, and strive to get a big "cake" by taking the ultra-low price of bottled water as a means of competition. Looking at this "hundred flowers blossom" scene, without strong capital support, it is difficult to fight head-on with first-and second-tier brands. Even if it enters the low-end market, it will be banned by many local brands. If there is no strict marketing plan, I'm afraid it's hard to guarantee profit and market.
(4) Consumer trust crisis caused by mineral harmfulness theory.
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 purified water for inspection, of which nearly 90% were from Europe. The intercepted 15 batches of unqualified products include Evian, Provence and other international products, among which 4 batches of 2 10542 liters of Evian brand purified water were unqualified, accounting for 80.8% of the total number of defective products detected.
News replay 2: On February 65438, 2006, China Food Network reported that German scientists found that the concentration of antimony would increase by 1 times if bottled purified water was left for three months. Antimony is a potentially fatal toxin to human beings. The longer the purified 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.