Snack food marketing plan template 1. The purpose and task of marketing plan
This plan is a network marketing plan, which aims to make snack food successfully launched on the Internet, gain more market share in the dazzling snack food network market, win the favor of consumers, gain greater corporate interests, and be recognized by the vast number of online consumers on the Internet.
Second, the product overview
The main selling point of snack food is not supplementing nutrition, but its unique delicacy or something that gives consumers a good leisure enjoyment. There are three main consumption characteristics of snack food: flavor, nutrition, enjoyment and characteristics. Consumers cover all groups: children's snacks, teenagers' enjoyment and leisure interests of adults and the elderly.
As a huge and rapidly expanding market, China's snack food market has the following characteristics, which is also the mainstream direction of snack food:
(A) more and more close to people's eating habits and psychology, become palatable.
1. Mix soup, which is convenient for chewing and swallowing, such as binding potato chips with mineral water;
2. To satisfy the mentality of seeking novelty and change, people's taste buds must be constantly stimulated by new tastes or tastes in order to maintain a continuous sense of satisfaction;
3. Health, although consumers are not very clear about it, is very important among the influencing factors of their purchase decision. Consumers will have certain demands on the functionality of food, and different functions become the premise of market segmentation;
(2) Judging from people's purchasing habits and psychology, it should be pleasing to the eye and satisfy the dominant ideology. Fast food, color and sex
1. Convenience, the selling point should be close, and the purchase process should reflect the concept of leisure;
2. Timeliness, to meet its irrational requirements on a whim;
3. Observability, leisure is a comprehensive concept, not only delicious but also beautiful. Where is the most beautiful place in the shop? Bulk product area;
4. participation, everyone has a desire to dominate, delicious and fun;
Third, the market environment analysis
1, environmental conditions of snack food industry
Since 1990s, xx has entered China on a large scale. After xx years, the snack food market has undergone earth-shaking changes. Only biscuits reach xx million tons in a year, and the annual sales income is above xx billion, with an annual increase of xx%. In recent years, China's snack food industry has developed rapidly, benefiting from the continuous improvement of production technology and the continuous expansion of downstream demand market. The development situation of snack food industry in domestic and foreign markets is very promising.
2. Online consumer analysis:
(1) Network User Analysis
With the popularity of the Internet, more and more people have joined the ranks of netizens. By the end of xx, there were xx million netizens in China, and the number of netizens in China increased by xx million in just half a year. Among netizens, the proportion of young people aged xx is the highest, reaching xx%, followed by those under xx (xx%) and xx (xx%). The age structure of netizens still shows the characteristics of younger age. Middle school students account for the largest proportion of netizens, reaching xx%.
(2) The rapid popularization of online shopping consumption.
With the popularity of the Internet, online shopping has gradually become one of people's consumption patterns. Online shopping is safe, convenient and fast, which is the future development trend. At present, there are two main service modes of online shopping: c2c platform, that is, e-commerce between individuals, that is, the mode of individual merchants to consumers; B2c platform is an e-commerce between businesses and individuals, that is, the mode of enterprises (or units) to consumers.
3. Analysis of the characteristics of snack food;
① the rise of young consumer groups; ② Healthy food is in the leading position; ③ Different types of snack foods have different popularity. ④ High-income families have become the mainstream of snack food consumption; ⑤ The product update speed is fast.
Fourthly, the analysis of snack food customer groups.
Children and young women are the mainstream consumers of snack food at present. Correspondence analysis shows that fashionable food, especially snack food, is no longer a patent for children, and adults, especially young women, have become mainstream consumers. The survey shows that 65,438+08 ~ 24-year-old young women with high school/technical secondary school or college education are the mainstream group to guide the consumption of fashionable food, and they like to buy more fashionable brands when buying food; On the contrary, men aged 3 1 ~35 are not interested in fashionable food.
Five, the profit model of network marketing
1, the traditional profit model of network marketing: establishing enterprise product websites; Open an online shop on the commercial platform of the network; Online advertising sales and so on.
2. Students' new profit model: blog marketing, microblog promotion, cooperation with large group buying websites and so on.
Six, 4p marketing mix
1. product: establish a healthy brand of snack food and actively promote green organic snacks.
2. Channels:
(1) Opening online stores on various sales platforms (not yet realized)
(2) Establish a blog to introduce and promote the corresponding products.
(3) Establish Weibo and promote healthy and delicious leisure snacks.
(4) Cooperate with large group buying websites to carry out low-cost group buying activities.
3. Price: (1) limited-time preferential activities (2) fixed-time quantitative auction (3) points exchange activities.
4. Promotion: (1) free tasting activity (2) Weibo forwarding lottery activity (3) knowledge quiz on snack food.
Snack food marketing plan template 2 1. company profile
The company calls on the people to love and protect nature with the purpose of walking with the green and taking nature as the enterprise.
The company mainly produces green products (including green food, green daily necessities and other green series products), and was established in June 2000. Once the product was launched, it was welcomed by the public. Now, the company has established its own brand, and its products sell well all over the country.
Second, the company goals
1. financial goal: strive to achieve sales revenue of 1 100 million yuan this year (200), and double the profit (reaching 30 million yuan) compared with the previous year.
2. Expand the marketing target market coverage to the international market and strive to build an international brand.
Third, marketing strategy.
1, high-income families in the target market.
2. The products have the best positioning quality and various varieties, and the outer packaging adopts the international green packaging 4r strategy.
3. The price is slightly higher than that of similar traditional products.
4. Sales channels focus on big shopping malls with high consumption levels in big cities, and establish the company's own sales channels, mainly green.
5. The ratio of male to female in sales recruitment is 2: 1. We should set up our own training center to train sales staff and adopt the national customer management system.
6. First-class service level shall be established, and the service process shall be standardized and networked.
7. Carry out large-scale, high-density, multi-directional and networked advertising campaign in the pre-advertising. Highlight product characteristics, corporate image, and give consideration to certain medical and environmental protection knowledge.
8. Promotion Promote products on the Internet, provide price concessions on holidays, and urge sales personnel to vigorously promote sales by assessing their sales performance.
9 research and development of green resources, focusing on the development of pollution-free and economical products.
10. Marketing research investigates consumers' selection process and product improvement scheme for such products.
Fourth, network marketing strategy.
After careful planning, the company registered two international top-level domain names for the first time, and established the websites of China and Green Peer Network, which comprehensively introduced the company's sales products, business and services, and introduced all kinds of products in detail. Secondly, we will gradually register with well-known search engines such as Sohu and Yahoo, mainly with online advertisements, supplemented by newspapers, television, radio and print advertisements, so as to expand our influence in the whole country and increase the friendship links of comprehensive websites all over the country in combination with online communication.
Verb (abbreviation of verb) customer service of network marketing
By implementing interactive marketing strategy, we can provide satisfactory customer service. The main tools are e-mail, e-forum, FAQ, etc.
Management of intransitive verbs
(a), the implementation of internet marketing strategy:
A good development strategy is formulated, and then a feasible promotion plan is needed to ensure its implementation. We can follow the following steps:
1. Determine the responsible department, personnel, functions and marketing budget;
Network marketing belongs to marketing work, which is generally the responsibility of the marketing department and works under the leadership of the deputy general manager of marketing. Generally, a special department or working group should be set up, and its members are composed of network marketers and network technicians. Even if streamlining is considered at the beginning of the work, there must be someone who is in charge. The initial work of investigation, planning, coordination and organization is heavy, and it is difficult to ensure the completion of the work by taking part-time jobs.
2. The responsibilities of full-time network marketers should include:
(1) Synthesize the opinions of all departments of the company, formulate the website construction plan and take the lead in implementing the website construction.
(2) Daily maintenance, supervision and management of the website.
(3) The formulation and implementation of the website promotion plan.
(4) Online feedback information management.
(5) Independent network marketing activities.
(6) Implementing online marketing support for other departments of the company.
(7) Collect and manage online information resources to provide guidance for the application of the company's network resources.
3. We will make sure to save the network marketing expenses as much as possible, but we still need to estimate the possible investment. Our marketing budget mainly comes from:
(1) personnel salary
(2) Hardware cost: such as adding computers.
(3) Software expenses: such as space rental, webpage production, webpage program development, database development, etc.
(4) Others: Internet access fees, network advertising fees, etc.
(2) Synthesize the opinions of various departments and build an interactive platform for websites.
As the main carrier of online marketing, the company website directly affects the level of online marketing. At the same time, the website is not only a marketing function, but also includes corporate image display, customer service, company management and cultural construction, cooperative enterprise communication and other functions. Only by collecting opinions from all aspects of the company can we gradually establish a website platform that meets the requirements.
When building a website, we should pay attention to the following functions:
(1) Rich in information: the lack of information is a common problem of company websites at present;
(2) Moderate unity of aesthetics and practicality: giving priority to practicality and giving consideration to visual effects;
(3) Powerful functions: Only with corresponding functions can we meet the requirements of all departments of the company.
(4) the humanization of the website: from the customer's point of view rather than taking the enterprise as the center.
(5) Interactive function: strive to increase the opportunities for visitors to participate and realize online interaction.
(3) Develop and implement the website promotion plan.
Have a good website platform, and then implement website promotion. The process of website promotion is also the process of brand and product promotion.
1. The factors that should be considered when making a website promotion plan are:
(1) the range of potential users of our products;
(2) Identify the characteristics of end users, purchasing decision makers and purchasing influencers of our products, and their online habits;
(3) Who should be promoted mainly?
(4) How can it be promoted?
(5) Whether and how to use traditional media;
(6) What sales promotion methods do our competitors have?
(7) How to keep the publicity cost low.
The template of snack food marketing plan book has arrived in autumn, and the leading sales season has arrived. According to the previous control of the sales market, our sales team made a food sales plan for this year in order to sell more and better products.
I. Market analysis
The basis of making the marketing plan of Lvfuyuan food in the new market is the analysis of the market situation and present situation in the past year, that is, the analysis of the advantages and disadvantages of enterprises and the threats and opportunities of competition. Through analysis, we can understand the pattern and situation of market competition, combine the defects and opportunities of enterprises, integrate and optimize resource allocation, and make it play a role. For example, through market analysis, we can clearly know the current situation and future trend of the market: products (grades) are rising, channels are moving down (intensive channels and in-depth distribution), oligopoly competition is emerging, and marketing mix strategy will become the hot spot of the next round of competition, and so on.
Second, marketing ideas
Marketing concept is the "spiritual" program based on market analysis to guide the annual sales plan, the direction and "soul" of marketing work, and also the marketing operation concept that needs to be instilled and implemented frequently in our sales. In view of this, formulate specific marketing ideas, including the following aspects:
1, establish the concept of all-staff marketing, and truly embody "marketing in life, marketing in life".
2, the implementation of deep distribution, establish the idea of decisive battle terminal, and guide dealers to directly operate the terminal market in a planned and focused way.
3, comprehensive use of products, prices, channels, promotions, communication, services and other marketing strategies to form a strong marketing force.
4. In terms of market operation, it embodies "two highs and one difference", that is, it should adhere to the principle of "operation differentiation, high price and high promotion", foster strengths and avoid weaknesses, and embody unique operational characteristics.
The determination of marketing ideas is fully combined with the actual situation of enterprises, which is not only informative and operable, but also keeps pace with the times and embodies the innovative marketing spirit. Therefore, it has played a good guiding role in the previous annual sales plan.
Third, the sales target
Sales target is the starting point and destination of all marketing work. Therefore, scientific and reasonable sales target formulation is also the most important and core part of the annual sales plan.
1, according to the sales amount of the previous year, according to a certain growth ratio, such as 20% or 30%, determine the sales amount of the current year.
2, the sales target is not only reflected in the specific monthly, but also the responsibility to people, quantitative to people, subdivided into specific markets.
3. Weigh the relationship between sales target and profit target, and be an operation marketing talent. The specific performance is a reasonable product structure, and the product sales target is subdivided into products at all levels. For example, according to the ABC classification of enterprise products, the product structure ratio is positioned at A (high-priced, image-profitable products): B (low-priced, low-profit products): C (low-priced, strategic cannon fodder products) = 2: 3: 1, so as to better control the relationship between product sales and profits. The confirmation of sales target makes the tracking of sales target have a foundation, which is conducive to the smooth achievement of sales target.
Fourth, marketing strategy.
Marketing strategy is the tactical decomposition of marketing strategy and a powerful guarantee for the smooth realization of enterprise sales objectives. According to the industry operation situation, combined with market operation experience, the following marketing strategies are formulated:
1, product strategy, adhere to differentiation, take the road of characteristic development, products enter the market, fully embody the characteristics of the cluster, give play to the core competitiveness of products, form a strong product combination battle group, and avoid individual combat.
2. Price strategy: high quality and good price. The product price conforms to the industry model. At the same time, it emphasizes the transportation radius of products and implements "one price system and two rebate modes", that is, the price is the same, but the rebate standard varies according to the distance.
3. Access strategy, innovatively put forward the idea of sub-item and sub-channel operation. In addition to intensive cultivation, we should do a good job in traditional access, concentrate resources such as material resources, financial resources, manpower and transportation capacity of enterprises, vigorously develop some special access, and implement all-round and three-dimensional breakthroughs.
4. Promotion strategy. On the basis of "high price and high promotion", the marketing concept of "chain promotion" is creatively put forward, which has the following characteristics:
First, the promotion embodies "linkage", which leads to the whole body. Its purpose is to greatly contain dealers, make full use of all available resources such as funds and networks, and effectively squeeze competitors.
Second, there are at least two ways of chain promotion to fully attract the attention of dealers and end consumers.
Thirdly, the selection principle of promotional products is novelty, novelty and differentiation, that is, to "sell" the market through attractive promotional products and activate promotional channels.
5. Service strategy, details determine success or failure. Under the concept of "no one has me, no one has me, no one has me, no one has me, no one has me, and no one has me", we will work hard on the service details. Put forward the "5S" warm service commitment, establish the service concept of "close-fitting" and "nanny", and strive to provide warm and sincere service before, during and after sale. Through the formulation of marketing strategy, it has made a good start for the smooth realization of its goals.
Verb (short for verb) group management
In this module, we mainly lock in two aspects:
1, personnel planning, that is, according to the annual sales work plan, reasonable staffing, personnel recruitment and training plan, with specific planning details.
2, team management, clearly put forward the slogan of building a "so-and-so" team, and according to this goal, took the following measures:
First, improve and perfect the rules and regulations, from the "laws" and regulations of enterprises to the "sub-laws" of marketing management systems, all of which have been revised and supplemented. For example, making "xx" and so on.
Second, strengthen training to improve the overall quality and combat effectiveness of the team. For example, make a training plan for the whole year. Training can be divided into internal training and external training, and internal training can be divided into potential stimulation, skill improvement and operational practice. Foreign training is to send excellent marketers to some large enterprises or universities and training institutions for training.
Three, strict rewards and punishments, establish a good incentive assessment mechanism. Stimulate the internal vitality of marketing personnel through regular promotion, exceptional promotion, encouraging competition for posts, and selecting marketing pacesetters.
The purpose of this series of team integration is to strengthen the team's joint efforts and truly build an "iron team" with strong cohesion, centripetal force, combat effectiveness, explosiveness and deterrence.
Cost budget of intransitive verbs
? The last item in the sales plan is the budget of sales expenses. That is, after reaching the sales target, the output ratio of enterprise input expenses. For example, the sales target is 500 million yuan, including salary: xx million, travel expenses: xx million, management expenses: xx million, training, entertainment and other miscellaneous expenses, totaling xx million yuan, accounting for 2% of the expenses. Through the expense budget, the expenses are reasonably controlled and allocated, so that the resources of the enterprise can be used in the cutting edge, and the capital utilization rate of the enterprise can be achieved without deviating from the market development.
When making a sales plan, make full use of tables, such as sales target decomposition, personnel planning, training outline, expense budget, etc. These are reflected in the form of tables, which are not only clear at a glance, but also comparative and referential, making the above contents more intuitive and easy to understand.
The formulation of the annual sales plan can achieve the following objectives:
1. defines the marketing plan and development direction of the company. Through the formulation of marketing plan, not only the sales idea is clarified, but also the direction for the specific operation of the market is pointed out, which makes the annual sales plan change from subjective to rational.
2. Realize the basic marketing management such as digitalization, institutionalization and process. It not only quantifies the annual sales target, but also refines it to personnel and month through reasonable decomposition of the sales target, which provides technical support for the formulation of monthly marketing planning scheme.
3. Integrate the marketing mix strategy of the enterprise, and determine the new one-year marketing execution mode and means through the annual sales plan, so as to provide strategic support for effective market expansion.
4. It sounded the horn of "Green Fuyuan" team construction, and determined the construction plan of "Green Fuyuan" through the drafting of sales plan, which laid a solid foundation for the rapid development of excellent marketing team and the establishment of learning and consulting marketing team.
Snack food marketing plan template 4 1. Project background
People in China like to eat jiaozi. Apart from the variety of tastes, the main reason is that jiaozi has become a kind of food with auspicious meaning in the development process of thousands of years.
For example, jiaozi's leather is round, and China people pray for a happy reunion, which is very suitable for China people's needs. Jiaozi is oblate in shape, much like the ancient gold ingot symbolizing wealth. Especially during the Spring Festival, when we bid farewell to the old year and welcome the new year, the whole family will get together to eat jiaozi, which means that in the new year, we can increase our wealth and live a better life. Then, more importantly, it is wrapped in jiaozi, and all kinds of auspicious things can be wrapped in stuffing. For example, when people get married, they can wrap peanuts and chestnuts with dumpling stuffing to show that they want to have children early.
Little jiaozi carries so many auspicious meanings, which are inextricably linked with the traditional customs of China. Since ancient times, there have been many folk customs of eating jiaozi, such as eating jiaozi on New Year's Eve, jiaozi on Friday and jiaozi on the winter solstice. There are also many legends about the origin of jiaozi.
Although this is only a legend, eating jiaozi on the solstice in winter has become the custom of ordinary people in the cold areas of northern China. After the solstice of winter, there are nine cold days, and the coldest day of the year is coming. Old people often say that if you don't eat jiaozi this day, your ears will freeze. The hot jiaozi drove away the cold in winter and added a warmth to people's hearts.
Second, the guiding ideology
Promote that this kind of food is hygienic, convenient, delicious and fast, and everyone loves it. This will bring new bright spots and selling points to the market. Because it is not a so-called advanced product, and it is closer to consumers with its ancient traditions, customs and flavors. Once in the market, it is easier to be accepted by people. This will make it have strong vitality.
After years of research and development, we are constantly seeking. Finally, using the high technology of modern food engineering, the latest scientific and technological product-instant kimchi was developed. It inherits the traditional kimchi technology and formula for a hundred years, and is made by specially designed kimchi machinery and equipment, which not only replaces some extremely complicated procedures, but also can produce the required varieties according to the chronological order of kimchi at will. But also does not need other fishing tools, thus avoiding pollution and prolonging the storage time; More particularly, due to its rapid brewing method and traditional secret recipe, its brewed dishes have the functions of promoting digestion, invigorating stomach, lowering blood pressure, promoting blood circulation, beautifying and preventing cancer. Therefore, once listed, it will be favored by consumers, especially middle-aged and busy people. Nowadays, instant kimchi is no longer a simple seasonal food, but has become a delicious food that can be eaten at any time all year round, and will be favored by many consumers. It is indeed a good project for small and medium-sized investors to start businesses. Small pickles and big articles. Many people make a fortune by making kimchi. For example, as a professor at xx College, he earned 4 million yuan in just two years. Now the 64-year-old professor will invest130,000 yuan to build a truly industrialized kimchi factory.
The research and development of this project should not only consider the interests of consumers, but also consider the feasibility of production. Low investment in fixed assets, high rate of return and good development prospects. The price of instant kimchi per catty is 7 yuan-10 yuan, but the cost is only 30%. Another example is a restaurant with a daily turnover of about 2,000 yuan, which sells nearly 3 kilograms of kimchi every day. For example, some large and medium-sized cities and surrounding areas need 200,000 tons of kimchi every year according to the annual demand of more than 40,000 catering enterprises (the self-made annual output is about 50,000 tons). It can be seen that the amount they need to buy from the market every year (annual market gap) reaches 6.5438+0.5 million tons. Only this gap can show the potential of the market.
This technology can be used to make instant pickles with various tastes and varieties. But also can be made into products with a shelf life of six months at normal temperature. Constantly create new bright spots and selling points for the market, bring rich profit returns to production and operation enterprises, and also bring many surprises and delicious food to consumers.
Third, capital investment.
1. Fixed assets (this investment is a small-scale investment in the early stage): about xx million yuan [excluding workshop, pressure boiler (2T) and transportation].
2. The working capital is xx million yuan.
3. The preliminary preparation fund is xx million yuan.
4. the package is xx million yuan.
5, marketing (marketing expenses) xx million yuan.
6. Unforeseen expenses are xx million yuan.
Four. Main tasks and steps
(1) It takes 3-6 months from the preparation to the trial production of the enterprise.
(2) Funds and personnel can be invested by stages. From small expansion to gradual development. Principle: gradually increase sales, capital investment, factory expansion, equipment and personnel.
(3) Problems that should be paid attention to in marketing (suggestions)
1. You can use multi-channel marketing (including e-commerce) to do a good job in promotion. Strive to reach the breakeven point as soon as possible. As soon as possible, integrate all aspects of resources and distribution systems that enter the mainstream channels.
2. Enter the leading stores as soon as possible, drive the secondary stores and coordinate the agents. And gradually expand to form a sales network, subdivide channels and markets.
3, gradually promote the market, expand market share (share).
4, gradually establish the brand and corporate image.
5. Further deepen, expand and deepen market segmentation, and launch new products in a timely manner.
Benefit analysis of verb (abbreviation of verb)
(1) annual output: about xx tons.
(2) Annual output value: about xx million yuan (calculated at the selling price of xx yuan per catty).
(3) Annual net profit: about RMB xx million.
(4) Net interest rate: around xx.
Other conditions required by intransitive verbs.
Personnel: xx people
Factory building: over xx square meters
Water: ton/hour
Electricity: 20KW
Seven. risk profile
This project belongs to the high technology of modern food engineering. Features: long research and development cycle, high technology content and long self-protection period. In particular, imitation, forgery and counterfeiting are more difficult to maintain strong competitiveness.
Conclusion: The investment in fixed assets is small, the risk is small, the rate of return is large, and the market prospect is broad. There are few competitors, quick results, and it is easy to form a favorable situation of monopoly technology, monopoly market and monopoly profit.
Eight, product development ideas
1, an enterprise can start development as soon as possible and be in an invincible position without four elements. That is, marketing, capital, technology and team make it a platform and guarantee for enterprise entrepreneurship and development. With resources, it is necessary to emphasize the word "fast" and quickly occupy the market, which can avoid some unnecessary competition and consumption.
2. The products mentioned above are aimed at mid-range consumer groups. Facing the market situation of domestic cities, it is wise to position its products in hardcover, high quality and medium price.
3. It is recommended to put multiple eggs in multiple baskets. The varieties, specifications and tastes of its products are diversified, thus forming a strong market impact and obtaining rich profit returns.