Part one: Market analysis.

I. Background:

1, Xi 'an, as one of the four world-famous ancient capitals of civilization, ranks first among the four ancient capitals in China, with a vast territory and rich natural resources. Qinling Mountains, as the dividing line between north and south climate in China, runs through the whole province. The northern part is the northern Shaanxi Plateau with unique scenery, the central part is the Guanzhong Plain with thousands of acres of fertile soil, and the southern part is the unique Qinba Mountain area. Qinba Mountain area, a place for raising children in Shaanxi, is rich in borders, resources and products, and it is difficult to enumerate the well-known representative products in China. The farm orchard in the depths of Bashan Mountain can even be said to be the representative of the whole Qin and Shaanxi.

2. When it comes to farm fruits, we can't help but mention the famous city of Shaanxi and a unique place in southern Shaanxi: Hanzhong, Shaanxi. Hanzhong has a strong cultural atmosphere, which typically represents the culture of the Three Kingdoms. With rich historical background and unique and beautiful natural scenery, it is known as "Qinba Tianfu". Hanzhong, Shaanxi Province not only has a long history, but also has unique natural conditions. Its unique climate is an excellent place for fruit cultivation. In particular, Hanzhong Xixiang cherry is a characteristic fruit in Xixiang County, Hanzhong, Shaanxi Province, and one of the earliest fruits listed in northern China.

3. The cherry in Xixiang, Hanzhong, Shaanxi is famous for its big head, thick flesh, thin skin and red color. The cherry varieties in Xixiang County are one of the three famous cherry producing areas in China and an important local characteristic industry in Shaanxi Province. The Cherry Valley in Xixiang County is named after the rich cherry known as the "agate" in the fruit, and has a history of more than 200 years. Cherry trees bloom in early March every year and mature from late April to early May.

4. When the first Cherry Blossom Festival was held in 2000, Cherry Valley received more than 30,000 tourists, which promoted the synchronous development of the tertiary industry in this county and became a new local economic growth point. Therefore, our group took Shaanxi Hanzhong cherry as the local flavor product of xi, designed the marketing package and developed the "Red Pearl" series of juice drinks.

2. Market analysis of fruit juice drinks

After entering the 2 1 century, the prospect of the world beverage market is promising. The change of consumption pattern of soft drinks, especially the gradual reduction of alcohol intake in developed countries, and people's pursuit of low-sugar natural healthy drinks have further promoted the change of beverage variety structure. Therefore, the traditional mainstream position of carbonated drinks will be challenged, and the new generation of drinks such as tea drinks, juice drinks and functional drinks will be paid more attention to in the domestic market.

According to the data of CMMS, in 2000, the market penetration rate of all kinds of beverages except bottled water increased compared with 1999, among which cola increased by 3.9% and juice beverage by 7.2%. The main function of carbonated drinks is to quench thirst. The "image" is more traditional, and the limelight is a bit weak. The biggest feature of fruit juice beverage is that it can not only quench thirst, but also is rich in vitamins, minerals and trace elements. It has extremely high nutrition and health care functions, and is also deeply loved by the public because of its original flavor. According to expert analysis, the consumption of new drinks by China residents is still very low. The per capita annual consumption of fruit juice drinks is less than 1kg, while the per capita consumption in the world has reached 7 kg. This shows that there is still a lot of room for development of fruit juice drinks.

Three. SWTO product analysis

Advantages:

1. "Red Pearl" juice beverage has the effect of slimming and beautifying, and can meet the needs of a large part of customers.

2. "Red Pearl" juice beverage is listed in Xi 'an, which is close to raw materials, reduces the production cost of enterprises and can create more profits.

3. Advantages of production technology.

As a kind of beverage listed in Xi 'an, cherry is familiar to everyone, and the public knows about this product, so it is easy to accept new products.

5. The target positioning is clear, mainly aimed at young women and youth groups.

Disadvantages:

1. The newly listed juice drinks are not well known.

2. First, it is listed in Xi 'an, and the sales area is too concentrated.

3, the capital problem, the new company has less funds and is at a disadvantage in the competition.

4. "Red Pearl" juice drink is pure juice drink, which will lose some customers who like to drink mixed juice.

Opportunities:

With the enhancement of people's awareness of nutrition, health and health care, the demand of these people and the number of people who choose to drink nutrition, health and health care juice drinks are also expanding and growing in the future, and the development prospect of the juice beverage market is very exciting.

Threats:

1. Price barrier.

2. Complaining about bad taste.

3. The standards of fruit juice drinks in China are not perfect.

4. Juice drinks contain a lot of sugar, and excessive drinking will lead to obesity.

The second part: product design and packaging scheme, brand design.

I. Product design

Two. Product packaging scheme

3. Brand design:

Brand design is a visual communication and an image entity to help enterprises develop. It not only helps enterprises to correctly grasp the brand direction, but also enables people to remember the corporate image correctly, quickly, effectively and profoundly.

The third part: New product promotion strategy.

1. Advertising theme: delicious beauty, good figure, healthier.

Advertising performance: In the morning, the sun rises, and Fan Bingbing tastes "Red Pearl" on the balcony.

Media combination: promote new products by using light box advertisements, body advertisements and TV advertisements of local Chinese business newspaper, subway and bus, so that consumers can understand the red pearl drink and are willing to accept the "red pearl" drink.

2. Analysis of consumers' purchasing behavior: Fruit juice consumption is an emotional consumption based on the characteristics of fruit juice and the pursuit of consumption value.

1. First of all, consumers project a lot of inner emotions in the process of consumption, which will produce many beautiful associations, thus obtaining entertainment and psychological satisfaction. In this process, consumers will compare the brand image of juice with their own value pursuit. "Red Pearl" juice beverage focuses on "delicious beauty, good figure and better health", allowing consumers to experience the sweetness of the product, natural and healthy lifestyle and beautiful self-image. These are the value characteristics of The Red Pearl. By combining these value characteristics with consumers' value pursuit, consumers' consumption motives can be obtained.

2. Consumption motivation:

(1) Find the taste. This is related to people's physiology, and people's bodies often need a taste stimulus of fruit. When relatives and friends get together, they need a unique fruit flavor and a unique juice flavor to stimulate and bring people a relaxed and comfortable feeling.

(2) Healthy and energetic. Everyone knows that water is the source of life. Enough water must be replenished every day to ensure people's basic needs. At the same time, fruit contains enough water and sugar, which can quickly replenish energy. "Red Pearl" juice beverage can meet people's needs for health and vitality.

(3) Nutritional security. Now people are pursuing a healthy and balanced life, and the vitamins provided by fruits are indispensable. "Red Pearl" juice drink can bring rich and easily absorbed vitamins to everyone, which helps to ensure the nutrition needed by the human body.

(4) beauty and beauty. Everyone loves beauty, especially female consumers, who want to shine forever. Fruit juice beverage is rich in water and vitamins, which can whiten skin, delay aging, promote gastrointestinal digestion, achieve slimming effect and shape beautiful figure.

(5) Youth, sunshine and fashion. Cherry's color is radiant, symbolizing youth, sunshine and fashion, so "Red Pearl" is aimed at young people who pursue trends and fashion, bringing them a unique youth experience.

Consumer group segmentation

Every product has its own consumer group. The consumer groups of "Red Pearl" juice drinks are subdivided as follows:

1. Children's consumer groups. Underage consumers, who have no independent economic ability, simply rely on sensory judgment when buying, and it is easy to buy on impulse when they see novelty and novelty.

2. Youth consumer groups. Teenagers are curious about new things, willing to try, and pursue personalized consumption and fashion consumption at the same time. "Red Pearl" juice drinks bring them youthful vitality and fashion sense.

3. Young women. Young women have a unique preference for "beauty" while pursuing health and fashion. "Red Pearl" juice drinks have unique functions to meet their needs.

4. Petty bourgeoisie white-collar workers. They enjoy a high-grade and high-quality life, and the "Red Pearl" juice drink satisfies their psychology of pursuing a better life.

Three. Target market selection:

1. With the improvement of people's living standards, life is more and more convenient, and people prefer one-stop shopping. Therefore, supermarkets have become the first choice, so there are more consumers selling in supermarkets.

2. Students drink a large proportion of juice drinks, and there is a large flow of people where the school is located, which has a good market in the school supermarket and nearby convenience stores.

Parks and tourist attractions not only have a large flow of people, but also have a large consumption demand. Therefore, selling them in some scenic spots and parks in Xi not only increased sales, but also improved their popularity.

4. Product positioning and pricing:

1. Young women are the main consumers because cherry cherry is recognized as a beauty product for slimming, which caters to young people's desire to pursue slim figure.

According to experts, cherry has an important function: it can relieve the discomfort of computer workers. So now young people have long working hours and developed networks, and their work cannot be separated from computers. So red pearls can be loved by young people.

3. According to the survey shown in the figure below, when consumers buy drinks, they will choose drinks suitable for their own price according to their own actual situation, and combine the cost of the red pearl drink we developed, and finally price the product as a can of 4 yuan.

Verb (abbreviation of verb) promotion strategy

1. Personnel promotion. Let employees go to supermarkets, retail stores, restaurants, convenience stores and other places to promote our products, and provide them with a certain amount of free drinks to gain their understanding and recognition of the goods, hoping to enter the market through their platform and establish long-term supply and marketing relations.

2. Online promotion. Nowadays, the enthusiasm of netizens to buy drinks online is far lower than that of traditional shopping places such as supermarkets, so the prices of online goods are generally lower than those when they are sold in traditional ways to attract people to buy. Therefore, when a new product goes on the market, it is necessary to attract consumers through online discounts, let them know about this product and stimulate their desire to buy at a low price.

3 carry out publicity in schools. First of all, the consumption of college students today is also a part that cannot be underestimated, especially their avant-garde consumption concept and acceptance of new things, which makes us confident to open up a good market here. We can set up a tasting point at the entrance of the crowded canteen, so that students can taste it for free and buy it immediately if they like it. Secondly, we can improve the popularity of our products by sponsoring various large-scale activities of the school (such as sports meeting, basketball match, football match and large-scale literary evening, etc.). ).

University marketing plan II

Foreword:

In today's society, the economy is developing rapidly and people's living standards are improving. With the improvement of living standards, people's health awareness is also increasing. People pay more and more attention to personal hygiene and disease prevention. In addition, in recent years, SARS, avian influenza, influenza A and other epidemic diseases are rampant, which makes people pay more attention to personal hygiene. The hand is the part where people often contact foreign bodies, and it is the part that is most likely to contact and infect viruses. Therefore, the most important step to advocate the prevention of epidemic diseases is to disinfect hands, and the demand for hand sanitizer is gradually increasing.

So there are more and more hand sanitizers on the market. There are many classifications, but the effects are different, and there are certain restrictions. Most hand sanitizers need to be washed with water. If they are not washed with water, there will be residues, which will affect the quality of diet. Moreover, most of them contain corrosive components such as alcohol, and excessive use will hurt hands.

In this case, Shanghai Jiuyu Biotechnology Co., Ltd. developed the "Anlijiu Disinfectant Series". The unique and novel "zero harm" formula has set off a green revolution in disinfection products in the field of health. This series of disinfection products dissolves and breaks through the cell walls, cell membranes and nuclei of bacteria and viruses by the way of "ion charge attraction", which leads to the change of cell component permeability of bacteria and viruses, leading to their rapid decomposition and death, thus achieving the effects of safety, high efficiency, disinfection and sterilization. The quality of this product is at the international leading level. The new formula of "compound quaternary ammonium salt" has passed the inspection and certification of eight authoritative organizations at home and abroad, and has been officially approved by the Ministry of Health of China to produce new, high-tech and high-quality "Anlijiu" series disinfection cleaning agents.

"Li Jiu antibacterial hand gel" also entered the Guangzhou hand sanitizer market with the advantages of small bottle, convenient carrying and no washing. I believe it will highlight its advantages and occupy a certain market share.

First, the current situation analysis

1, macro analysis:

With the gradual improvement of people's living standards, people pay more and more attention to health. Guangzhou is a big city with a large population, a large proportion of college students and office workers, and a stronger sense of health. In addition, with the outbreak of various epidemic diseases in recent years, everyone has developed a good habit of washing their hands frequently, and hand sanitizer has therefore become their daily necessities, so the market for hand sanitizer is growing and the competition will become more and more fierce.

2. Microscopic analysis:

(1) market potential. It can be seen from the analysis that this is a market with great potential. China has a large population, which is a huge consumer market. Coupled with the outbreak of SARS, avian influenza and influenza A in recent years, people pay more and more attention to the prevention of various diseases through cleaning and hygiene, and the awareness of hygiene is further strengthened, especially the cleaning of susceptible hands, so the demand for hand sanitizer will increase greatly.

(2) competitors. At present, there are many kinds of hand sanitizers on the market and the competition is fierce. Among them, Blue Moon, Vales, Shufujia, Imperial City and other major brands occupy most of the market, and each brand has its own characteristics and advantages. It is difficult to break this pattern at once and occupy the market quickly. Therefore, we should give full play to the advantages of "Anlijiu" and explore the blue ocean market as much as possible. For example, through investigation, most hand sanitizers of other brands contain corrosive ingredients such as alcohol, and most of them are large-capacity shower gels, while "Anlijiu" has its own characteristics in this respect, with small capacity, convenience and portability, spraying, soaking and no washing. (3) the characteristics of consumers. The target is college students and office workers, with strong awareness of health and disease prevention. Paying attention to daily life and environmental sanitation has become their conscious behavior, so hand sanitizer has become increasingly indispensable to them, but the effect, brand and price of hand sanitizer will affect their choice.

Through investigation, we found that for hand sanitizer, college students and office workers mainly pay attention to the effect and brand of the product (as shown in figure 1), followed by the price, but the prices that students and office workers are willing to pay are also different. Students have no financial resources, generally can not accept higher-priced products, and are more inclined to whether the products are good and cheap; Moreover, office workers have a certain source of income. Generally speaking, good quality, good effect, good brand and high price are acceptable.

3. Analysis results:

(1) Advantages: Anlijiu hand sanitizer does not contain alcohol and other corrosive components, so it does not need to be cleaned with water, and it will not cause irritation or hurt hands. It has good sterilization ability, is bottled in small bottles, is convenient to carry, and is suitable for the younger generation, which happens to have a strong sense of hygiene, so hand sanitizer has become their necessity, and people pursue freshness and have a good market prospect.

(2) Disadvantages: An Lijiu's brand effect is not enough, and it is difficult to compete fiercely with other big brands, and the price is relatively expensive, which is difficult for ordinary consumers to accept.

(3) Opportunity: Due to various epidemics, the hand sanitizer market has yet to be developed. As long as we increase publicity, highlight the advantages of products and let consumers understand and accept them, we will certainly play our role. (4) Threat: Other manufacturers have also noticed this market, and their products are also unique and relatively cheap. In addition, the competition of famous brands has also brought great pressure.

Second, goal setting.

1. Planning purpose

Hand sanitizer should be put on the market based on the Pearl River Delta, build a brand that consumers love and occupy a large market share.

Plan your goals.

(1) Target market: hand sanitizer market for college students and young office workers who wash their hands daily (Pearl River Delta) (2) Market positioning: it will become the popular hand sanitizer within three years, accounting for 30% of the total in the Pearl River Delta.

Constantly expand our market.

(3) Problems to be solved.

A.B. C. D。

Many consumers in the market don't know much about Anlijiu brand. The negotiation of school agency is a link.

We must find the right way to promote it, and we can't advertise it because P&G has done a good job in this respect.

(4) Possibility

A) Do a good job in publicity to deepen consumers' understanding of our products. We should keep a good relationship with the school in order to open up the market there. We should develop the market for young office workers.

Third, product strategy.

1. Product Description

The name, specifications and characteristics of the products we want to sell.

2. Features

The target market of our hand sanitizer is college students and office workers, all young people who like new things. Therefore, according to the characteristics of this consumer group, our products have the following characteristics: (1) exquisite and compact, easy to carry (2) quick and convenient to use (3) beautiful appearance.

(4) non-toxic, non-irritating, and not hurting hands;

3. Function

(1) This product is liquid, which can effectively kill hand bacteria and odor; (2) the 2)PH value is neutral;

(3) contains aloe essence, which can moisturize the skin for a long time. (4) It can kill germs instantly.

4. Main ingredients

Dialkyl methyl double-chain compound quaternary ammonium salt, the content of effective components is 1.9%-2. 1%.

5. How to use it

Spraying: spray a proper amount of disinfectant on your hands and gently rub them to achieve disinfection effect.

bale

We use spray sketches for packaging, so that consumers can carry them easily and keep their hands clean at all times.

Fourth, price strategy.

1. Pricing strategy

Because our product market is college students and young office workers, we will enter the market at a mid-range price to better establish our brand reputation.

2. Current market situation

At present, the hand sanitizer on the market is mainly bath type, and the price ranges from 10 to 20 yuan \250ml.

3. Price factor

Our product pricing takes into account the following factors: production cost, packaging design cost, similar product price, publicity fee, management fee, reasonable profit, transportation fee, agency fee and investigation fee.

4. Final pricing

According to our market positioning and price factors, we will position the final price of this product as: 22 yuan \60ml. Supply price 10.6 yuan.

Fifth, channel strategy.

In order to make Anlijiu hand-washing-free disinfection cleaning solution reach the white-collar market and college students' market in Guangzhou as soon as possible and increase the market share, we have chosen indirect and direct parallel sales channels, that is, we will provide products to middlemen such as retailers and distributors, and at the same time, we will set up counters in most department stores and supermarkets to facilitate consumers' purchase. In order to improve the overall image of our company, we require all employees to wear uniform clothes and keep clean and tidy. Besides, in order to prevent products from being out of stock or in short supply, we can replenish products in time. We organized a huge transportation team. If the above-mentioned things happen, we will immediately transport products from Shanghai to Guangzhou and provide them to major middlemen and our product counters. We promise that we will definitely improve the best quality products and services to consumers.

Sixth, the promotion strategy.

1. Promotion target:

Make consumers realize the importance of hand disinfection, establish the brand image of Anlijiu brand, and then gradually increase the sales of disposable hand disinfectant. Step 2 promote integration

Take a combination of advertising, public relations and commercial promotion. 3. Promotion plan

Hold an activity called "An Li Jiu Hand Disinfection Knowledge Lecture" to introduce the advantages of An Li Jiu products to the society, establish a brand image and introduce the company's business philosophy; The time is 1 year, starting from February 20 1 year and ending in February 201year; Launch products synchronously with advertisements. The slogan of the activity is "The Secret of a Warm and Healthy Family". (1) brand awareness activities:

Content: Introduce the advantages of Anlijiu Company and the importance of hand disinfection to the target population. Mode: knowledge lecture

Time: February, 2065438 10 to April, 2065438 1 20 10 (2) Repeated cognitive activities:

Content: The characteristics and functions of Amway Nine Hand-washing Free Disinfectant are mainly introduced. Mode: knowledge contest

Time: 20 1 April 1 to 2011February1(iii) Brand confirmation activities:

Content: This paper mainly introduces the after-sales service of Anlijiu hand disinfectant products. Mode: On-site service

Time: Golden holidays gradually spread to daily life. (4) advertising:

Content: In the name of An Lijiu, remind the public to pay attention to hand disinfection. Mode: Assist in various activities.

Time: 20 1 February 1 to 2011February1

Seventh, advertising strategy.

1. Advertising target:

Establish the brand image of Anlijiu brand and let the society recognize Anlijiu's products. 2. Publicity objectives:

Guangzhou college students and white-collar workers. 3. Advertising effect plan:

News from (1): An Lijiu is a necessity for cleaning and disinfection experts, college students and white-collar workers. (2) Specific techniques: campus sponsorship activities, TV advertisements, newspapers (3) Theme: the secret of a warm and healthy family. (4) Suggestions on campus sponsorship:

It is a long-term plan for a warm and healthy family to promote Anlijiu to college students by sponsoring campus activities. College students are the new force of social consumption in the future, and it is necessary for Li Jiu to do this work well. (5) TV advertising suggestions:

Highlight the safety of Anlijiu hand-free disinfectant, and its products are different from other brands of disinfection products. Highlight the characteristics of "zero damage" and no washing.

Eight. Control and organization

In order to establish a good image in Guangzhou as soon as possible and enter the market of white-collar workers and college students in Guangzhou, good management and moderate control will certainly play a multiplier role. 1. Determination of organization

"Hand disinfectant" is a huge market with great potential. If we can enter this market and occupy a certain position, it will be of strategic significance to the future development of our products. From "SARS" in 2003 to "H 1N 1" in 2009, it is not difficult to find that disinfection and cleaning in daily life have been paid more and more attention. Especially for the younger generation, the demand for disinfectants can not be ignored. Therefore, we decided to set up a special organization to manage and control the marketing of our products. This specialized agency is composed of outstanding personnel with rich experience in various departments. Their main task is to make decisions and arrangements to meet the needs of consumers through research and analysis according to the market demand.

2. Budget (omitted)

3. Income forecast (omitted)

4. Plan flow chart (omitted)