Fruit, a mass consumer product, has gradually transformed into a daily necessity and is an important part of mass consumption. Below is a marketable fruit marketing plan, welcome to refer to it. Market Fruit Marketing Plan Sample 1

1. Planning Summary

Fruit, a mass consumer product, has gradually transformed into a daily necessity and is an important part of mass consumption. With the improvement of people's living standards, the consumption of fruits has gradually become the main consumption need in people's daily lives. In recent years, a type of cut fruit has been added to cold drink stalls in various cities. Merchants peel cantaloupes, pineapples, watermelons, etc. and cut them into blocks or strips for sale. The business of selling in this way is very prosperous. In order to meet the demand in this area, we have specially launched the "Campus Fruit Bar". ?Campus Fruit Bar? It is mainly aimed at the consumption gap of campus fruits, so that students can have an environment where they can eat fruits with confidence.

?Campus fruit bar? As an emerging fruit consumption model, it is still a weak existence compared with fruit supermarkets. After in-depth market research, our team analyzed its advantages and disadvantages and made corresponding planning plans based on its advantages and characteristics to reverse people's traditional fruit consumption concepts and promote the development of the emerging consumption model of campus fruit bars. The following is the marketing plan prepared by our team.

2. Market environment

(1) Macro-environment analysis

China’s fruit market is huge. Compared with foreign per capita annual fruit consumption of 85 kilograms, the domestic per capita annual fruit consumption is 85 kilograms. Consumption is only half that. According to a survey of most families, 80% of families of three spend more than 80 yuan on fruits every month. 10 households consume fruits for between 50 and 80 yuan. Only 10 households consume fruit for less than 50 yuan.

With the improvement of residents’ income level, the consumption demand for fruits is increasing. The average annual fruit consumption per person in my country is about 45kg, which is still far behind the health standard requirements (70kg). The gap is even greater when compared with the average annual fruit consumption (80kg) per person in developed countries. College students are relatively better off (55kg per capita per year). As a social group that pays more attention to healthy lifestyles, college students are more inclined to consume fruits. Therefore, the prospects of the college student fruit market are generally optimistic and there is broad room for development.

Fruit bar? As an emerging industry, it has emerged in some places. However, it is still blank in the university market. This is because the traditional fruit supermarket consumption model has long been deeply rooted in the hearts of the people. As the group that is most receptive to new concepts, college students are more likely to accept the concept of "campus fruit bar".

(2) Competitive environment analysis

1. Changes in consumer concepts: whether consumers can accept this way of purchasing fresh fruits. (This way of fruit consumption has already appeared in some areas and is regarded as the main fruit consumption place.) Since other traditional fruit consumption concepts have formed a habit in the minds of consumers, it is necessary to change consumers' consumption concepts in a short period of time. Let them accept this business form.

2. Large chain supermarkets: Large chain supermarkets have been selling fruits for a long time. This shows that fruit consumption has occupied a certain proportion in people’s daily consumption. It also shows that the market is vast. These businesses are also very optimistic about this market. The advantages of large chain supermarkets include larger purchasing volumes, lower purchasing costs, larger customer flow, better shopping environment, and guaranteed product quality and portion. 3. Campus stalls: Since stall rentals are cheap, their prices may be a bit advantageous. But its shopping environment, products and services are poor, and customers have little choice, and the quality and portion are not very reliable.

4. Traveling vendors: They are characterized by their mobile nature and can push fruit carts around the campus. Since there is no rental cost, their prices may be lower. The disadvantage is that the fruits sold by traveling merchants and hawkers are often lacking in weight and shoddy.

3. SWOT analysis

(1) Advantages

Compared with other fruit distribution methods, "Campus Fruit Bar" has incomparable advantages. ?Campus Fruit Bar? has a rich variety of fruit categories; ?Campus Fruit Bar? The fruits are cut in front of consumers, and will not deceive consumers; ?Campus Fruit Bar? is mainly for college students, Its price can meet the economic requirements of consumers, and its low price can attract a large number of customers. ?Campus Fruit Bar? is fighting a price war. At the same time, quality and quality are guaranteed to meet consumers' needs for shopping nearby, shopping at low prices, and shopping with integrity.

(2) Disadvantages

The storage of fruits is a problem that cannot be ignored. Although there are refrigeration equipment to protect it, rot will inevitably occur. Solve this problem It requires spending a lot of money. Secondly, there is the issue of hygiene. Food safety is an issue that cannot be ignored. The influence of past concepts has led to consumers' resistance to cutting and selling fruits. If you open a fruit bar of considerable scale on campus, it will require a large amount of capital investment, and it will take a long business cycle to recover the cost.

(3) Opportunities

The consumption of high-end fruits on campus has been in a blank stage. The emergence of "campus fruit bar" satisfies consumers' needs of shopping nearby, shopping at low prices, and shopping with integrity. consumer demand. At the same time, as an emerging fruit consumption concept, "campus fruit bar" can more easily capture the consumer psychology of college students, which means that "campus fruit bar" can quickly occupy the college student market and develop and expand. .

　(4) Threats

Since the store layout and sales methods can be copied, I believe that when the "Campus Fruit Bar" attracts consumers' attention, there will be some followers appear, but as long as we integrate resources (purchasing, logistics), I believe that our prices and services will be unmatched by others. And we can persuade our followers to join us.

IV. Marketing Strategy

(1) Market Segmentation

At present, fruit consumption places in society generally include “fruit-themed restaurants” and “fruit bars”. Two forms. Among them, "Fruit-themed restaurants" are mainly targeted at consumer groups such as high-level white-collar workers, and their consumption levels have always been at a high level. And our "Campus Fruit Bar" is based on the campus and targets the broad student market. With low prices, high-quality services, and assured quality assurance, we occupy the middle-to-high-end fruit consumption market of college students.

(2) Target market selection

Compared to theme fruit restaurants, we are more inclined to choose "campus fruit bar". The consumption level of college students is limited, and the consumption threshold of theme fruit restaurants is too high and is not easily accepted by most consumers. The consumption level in the campus fruit bar is generally low, and it will soon become the first choice for college students' leisure and entertainment.

(3) Market positioning

With low prices, high-quality services, and assured quality assurance, we will occupy the consumer market of mid- to high-end fruits for college students.

With a new sales concept, the campus fruit bar will quickly become bigger and stronger.

5. Marketing mix strategy

(1) Product strategy

Campus fruit bar? Mainly sells various fruits, and product prices have large room for change. , ranging from a few yuan to more than ten yuan. Secondly, we also advocate various fruit product combinations (similar to fruit plates), taking into account both nutritional value and price acceptance. We also launch various non-fruit combinations to enrich the taste of our products and do our best to meet the various needs of consumers.

(2) Price strategy

1. Pricing target

The campus fruit bar is mainly for the college student market, so its pricing must meet the consumption of most people. need.

The price range of various fruit products and product combinations ranges from a few yuan to ten yuan. The products of "Campus Fruit Bar" still have certain price advantages compared with ordinary fruits.

2. Pricing method

Campus fruit bar? Use penetration pricing when new products are first launched, setting a lower price in order to obtain the highest price

Sales volume and maximum market share are targeted to achieve the goal of quickly occupying the market. As a product with large seasonal demand changes, the price of fruit should change with changes in consumer demand. Therefore, the demand price elasticity pricing method should be used when the product reaches maturity.

(3) Channel strategy

In order to control the sales process and establish stronger connections with consumers, we use the method of "self-built stores",

and supplement It uses various other means to sell goods directly to consumers to achieve rapid expansion at low cost.

(4) Promotional strategies

1. Mobile promotions

Place some seasonal, price-advantaged, and product-advantaged fruits where you can Selling on a traveling vending cart on campus. In conjunction with the special services of the "Campus Fruit Bar", its main function is to promote the brand and enhance the image.

2. Go beyond conventional counter-market promotions

That is, appeal to the selling points of certain products that do not look good, and tell consumers that although these fruits do not look good, they taste good. It focuses on introducing the benefits and advantages of fruits, such as good, delicious and refreshing, and ignores the bad aspects, so as to shift consumers' attention to the good aspects. Then let consumers taste it for free and experience the product quality for themselves. This can achieve better promotional results.

3. Cultural promotion

Various old-fashioned and simple promotion methods can no longer attract people’s attention. Culture that is rich in cultural factors and can meet the needs of economic development and cultural life Promotions are coming to life. Play the cultural card skillfully and give each product a tasteful name. By digging out the background and giving culture to the product, you can enhance the legendary color of the product, thereby supporting the reason for selling the product at a high price, making consumers willing to pursue its connotation, and Be inclined to purchase the product, thereby achieving the real purpose of the promotion.

4. Use a variety of promotion methods together

Comprehensively use price promotion, personnel promotion, public relations promotion and other methods to sell products, quickly penetrate into the campus, be deeply rooted in the hearts of the people, and grasp the Keep consumers in mind and achieve better sales results.

6. Special services

1. Give customers a new, reliable, quality-guaranteed and cheap place to consume safely

More customers choose to go to supermarkets to buy In addition to buying fruits when you see them on sale when buying other products, the biggest remaining reason is that the fruits in supermarkets can make consumers feel at ease in terms of product appearance, product quality, and weight. And the open self-selection method allows customers to have more choices. For our "Campus Fruit Bar", we adopt unified decoration, unified store layout, and unified procurement, and all products are cleaned, graded, refined, and packaged before being sold, which can completely give customers the above psychological satisfaction.

2. Unique consumption guidance

Customers nowadays choose fruit consumption based entirely on their own tastes and preferences, ignoring the characteristics and suitability of the fruit itself for consumption. crowd. Through a survey of many consumers, it was found that almost no one can tell the characteristics of pineapple and the people who are suitable for eating it, as well as what fruits should be eaten by patients with liver disease and stomach disease, and what fruits are not suitable for eating. This shows that everyone is blindly consuming fruit. Without any common sense about fruit consumption, a well-intentioned person giving bananas to a diabetic patient may be misunderstood. And our responsibility is to teach everyone how to consume and eat fruits reasonably.

In this regard, we have posted posters about the characteristics of each fruit, the groups suitable for consumption, and identification methods of good and bad grades in stores to guide everyone to healthy consumption.

3. Provide a variety of services to target different consumer groups

Fruit consumers are generally divided into two types: eating for themselves and giving as gifts. In response to the psychological and packaging needs of gift-giving people, we will specially design some foldable or combined packaging combinations of different capacities (3G, 5G) and provide them to consumers for a fee. Customers can combine and purchase fruits at will. If you need a packaging box after purchasing, you only need to pay a certain packaging fee to get the packaging box in the store. In this way, consumers can not only understand consumption, but also avoid buying expensive gift-packed fruits from traveling merchants or other merchants, while ensuring quality.

4. Dig deeper into the characteristics of fruits and other needs of consumers

As people’s income increases, more consumers begin to drink fresh juice. In response to the needs of consumers, our fruit bar will have free juicers for customers to use. After consumption, customers can wash the fruits with free water and use the juicer to squeeze the fruits into juice for free. In terms of hygiene, every time a customer uses the juicer, the staff will disinfect the machine and then put it into a disinfection cabinet to ensure hygiene.

7. Organization and Implementation Plan

1. Organize the sales team

The personnel of the campus fruit bar include one store manager and three salesmen . During peak sales seasons or when promotional activities are required, temporary personnel are recruited to meet various work needs.

2. Implementation plan

Preparatory work for opening the store (one month from 20XX-9-1 to 20XX-9-30)

Store rental: on campus Contact the store and take advantage of the school's preferential policies to reduce operating costs

Preparation for opening the store: Finely decorate the store and purchase professional fruit preservation and juice extraction equipment

Recruitment: Hire students at the school For college students to work part-time, the premise is that the other party has the intention and willingness to engage in this industry. Hire a professional fruit guru as a store representative.

Material procurement work: Procurement of materials through proprietary channels to strictly ensure fruit quality. On-campus publicity activities (one week from 20XX-10-1 to 20XX-10-7)

Directly to the dormitory Visits: Promotion representatives visited dormitories one by one, (200 copies each of the questionnaire on the beautiful picture album about fruits), dormitory visits

Distribution of leaflets: 3,000 copies of leaflets were printed to increase publicity efforts.

Posters: B2 paper copy posters

Image display boards: 3*4 meters outdoor image banners made of white cloth

Website promotion: topic creation in BBS forums Post an article on BLOG

Sponsored activities: Cooperate with campus organizations and strive to hold an event at the beginning of the semester to increase the visibility of the "Campus Fruit Bar".

8. Cost budget

9. Risk and control

(1) How to reduce costs:

1. Procurement cost: Procurement There is a direct relationship between cost and sales volume. But we won’t have much sales at the beginning of our business, so how can we reduce procurement costs? In fact, as long as we find the right partners, I believe this problem will be solved. When starting a business, we can find a juice production company to invest in. What attracts it is that it not only owns shares in the company, but also has the right to name the stores that the company will open in the next three years (for example, the chain store is named Huiyuan Campus Fruit Bar Chain Store) and add the name on the door of the store. Corporate trademark. Joint procurement can also reduce the company's own procurement costs and operating costs. The benefit we get is that we have an advantage in procurement costs from the beginning, and we can also use its warehousing and logistics advantages to reduce costs.

Thus achieving a win-win goal.

2. Operating costs: This is directly related to the sales price of the product. In addition to cheap store rent, one of the ways we recruit part-time college students and obtain preferential policies is also one of the ways.

(2) How to attract consumers’ attention

In the early stage of opening, opening leaflets and some discount posters can be distributed to school students through student associations and other channels. You can also launch activities such as giving away vouchers for spending a certain amount. This in turn can stimulate students' enthusiasm for consumption and increase fruit consumption.

(3) How to let consumers choose the products we provide

1. Good image

2. Good shopping environment

3. Competitive prices

4. Multiple promotional activities

5. Various convenient service measures.

(4) How to strive for more resources to gain more competitiveness

1. For partner selection, you can choose a juice company to hold the company's shares. In this way, the company can borrow its procurement cost advantages, warehousing, and logistics advantages.

2. Strive for policy support. Recruiting part-time college students will enable the school to provide more policy support in terms of rent and other aspects.

(5) Loss problem

Fruit loss is the most difficult to control. Because it is related to all aspects of product procurement, warehousing, and transportation. And fruit is a product that is not easy to quantify. Its price can only be calculated based on deposits, but there is no unit price for individual products. Therefore, it is a little more difficult to control than other products. In this regard, we will give the store a certain loss ratio, and the degree of loss is linked to the profit of a single store. At the same time, it is directly linked to the income of the clerk, through which the loss is controlled.

(6) Climatic conditions

Climate conditions are the main factor that determines fruit prices. Fortunately, we can now learn about next year’s climate predictions from some institutions, which can also be determined based on climate conditions. To determine the purchase price of fruits. Market fruit marketing plan sample 2

The first part is a brief introduction to the team

The second part is a store introduction

Our store adheres to the store policy of "serving students" , guide healthy life, design quality life, advocate moderate consumption, be practical, close to life, combine the food, clothing, housing and transportation of college students, provide the latest and fastest market changes in the form of pictures and text, our store often launches merchant coupons, the latest discounts and promotions, etc. A fruit supermarket that integrates non-staple food consumption tailored for college students.

We will provide teachers and students with the following consumption options:

(1) Various fresh fruits

(2) Various vacuum foods

　(3) Dry food

　(4) Fresh fruit juice

Part Three: Detailed explanation of sector classification

1. Fresh fruits

Mainly seasonal fruits, supplemented by rare fruits in this season.

2. Various types of vacuum food

Mainly dried tofu, chicken feet and other convenient cooked foods in vacuum bags.

3. Dry foods

Take raisins, red dates, melon seeds, peanuts, French fries and other bulk foods (that is, without moisture, such as melon seeds, almonds, walnuts, cashews).

4. Fresh juice

Mainly aimed at on-site juicing in summer.

Part 4 Market Analysis

1. Situation Analysis:

Ganshan campus is located in the suburbs of Changsha. The geographical location is relatively remote and the smooth flow of information is relatively blocked. There is still no full-fledged fruit shop in the city.

At the same time, Ganshan campus has hundreds of teachers and nearly 10,000 students. It is extremely inconvenient for teachers and students to eat fruits. There is huge potential for business opportunities on campus.

2. Target market

Student consumer groups account for a large proportion. There are currently few schools that have opened fruit shops in colleges and universities. They have a huge market share and have good prospects.

3. Market analysis of special projects

(1) Fresh fruit:

There is not a fruit shop on campus. After eight or nine o'clock, it is the time for Guangzhou University to When there is a late night snack, there is no place to buy fruit inside or outside the campus. Our fruit shop fills this gap.

(2) Fresh juice:

Changsha is located in a subtropical area, with temperatures reaching forty degrees in summer. Teachers and students are in urgent need of cooling drinks, and freshly squeezed juice is a great way to clear away heat and relieve heat in summer. The best choice for beverages, healthy consumption, high nutritional value, and huge commercial potential.

IV. Seasonal Fruit Market Analysis

Seasonal fruits are fruits that are abundant in the season.

Spring: Eat more pears if you are dry and have phlegm. Eat bananas if you are dry and get internal heat. Eat apples to prevent and treat colds

Summer: Watermelon, peach, plum, apricot, cherry and grape

Autumn: The most important fruit of all kinds - Doctor Pear's first medicine - Apple is sweet and delicious - Persimmon, the best fruit in the Western Regions --King of pomegranate dried fruits--King of chestnut vitamin C--kiwi

Fruit of paradise--olives with moderate sweetness and sourness--grapefruit longevity food--hawthorn vitamin pills--jujubes

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Winter: winter dates, winter peaches, winter apricots, and winter apples

(Fruit market survey form, college student consumption direction survey form is in the appendix)

Part 5 Operation Model

1. Internal operation model

The fruit store is divided into four functional departments: Finance Department, Planning Department, Export Sales Department, and Operation Center.

Finance Department: Zeng Jun, responsible for checking income and expenses.

Planning Department: All store staff are responsible for investigating the market and counting products for sale. They have a very keen eye: good insight and ability to seize sales hot spots.

Export Sales Department: All store staff, for some students, will sell and deliver goods to your door at the convenience of the store staff.

Operation Center:

(a) Advertising Department: Zhong Sheng and Jin Guanghong are mainly responsible for publicity.

(b) Distribution Department: One person, Zhang Wen, is responsible for on-campus orders and contacting consumers.

(c) Service and Business Department: One person, Zeng Jun, is responsible for return visits to merchants and consumers.

2. External operation model

(1) Happy Taobao opens the market to lay the foundation for later store operations and stabilize the sales market.

Specific operations are as follows:

Early stage:

a. Strengthen publicity in schools.

b. Contact the supplier and choose a fruit wholesaler with low price, high credibility and guaranteed quality.

Ordering operations:

a. Every weekend, the person in charge investigates the supply market, deletes the goods, makes the order, and starts a new round of sales model operation on Monday.

b. Consumers can go directly to our store to purchase the goods they need, or they can inform our store of the required goods through text messages or phone calls, and our store will deliver them to consumers in the shortest possible time.

Payment method: After the goods arrive, the quality of the goods will be inspected and payment will be made.

Post-production: Make consumer records. If the total purchase reaches 288, you can become a VIP member and receive a small gift. We also conduct return visits to members and use questionnaires to improve the product types and service methods that consumers are interested in.

3. E-commerce application

(1) Use campus flyers for promotion

(2) Use school network for promotion

(3) Use door-to-door service for publicity

(4) Use market research for publicity

(5) Use QQ for publicity

Part Six Marketing Plan

Based on the current basis of "College Student Life and Consumption", the special positioning of our store, and the current situation of market demand, the marketing work should be divided into the following steps:

1. Conduct market research and excavation market space, gain insight into market demand, and formulate a set of marketing strategies suitable for college students' consumption.

2. Carry out market promotion, with the purpose of maximizing contact with the market, consumers, and suppliers, select and determine the business model and development strategy that best suits the content characteristics of our store, collect and accumulate Extensive market data and information.

3. Work content and development direction - door-to-door consumers, various dormitories, offices, sports venues and other consumption places. It is necessary to maximize the presence of our store in the corresponding consumer demand situations, expand the publicity and advertising surface, and expand the popularity among consumer groups.

Part 7 Competitor Analysis

Existing competitors: 4 stores outside the campus and several mobile stalls.

Our advantages:

1. Located on campus, close to consumer groups.

2. Free door-to-door delivery.

3. The time can be extended to after 10pm.

4. Complete range of sales.

Our disadvantages: We are not well-known in the early stage, students have uncertain class times, and we cannot open in time during the day.

Advantages of stores outside the campus: they can continue to operate during the day.

Disadvantages of stores outside campus:

1. Far away from consumer groups.

2. Not open at night.

3. Single sales.

Comprehensive analysis: There is no store on campus, and there are a large number of college students on campus. We have a huge market. Moreover, our store is close to the student life of our school. In the early stage, we focused on building our own brand, winning praise from the students of our school, and increasing our popularity. Our vision is to better reflect the healthy and quality life of college students while making profits through this store.

Part 8 Financial Analysis

1. Calculation instructions for each expense in the cost:

(1) Fruit cost (approximately 5,000,000 yuan)

(2) Preliminary store decoration costs (about 4,000,000 yuan)

(3) Estimated fruit shipping costs (negligible)

(4) Store promotion costs are estimated to be 200 Yuan, publicize in the form of posters, flyers, campus radio, PPT, blackboard newspapers, and banners.

(5) The purchase of counters, tables, furnishings, and decorations is about 1,200 yuan.

(6) The total starting capital is thirteen thousand.

2. Profit methods:

(1) Daily income (that is, the store’s daily sales).

(2) Schools, departments, and classes hold class meetings and need to order some fruits and dry goods.

(3) Apply for a points card to attract new and old customers to buy.

(4) Door-to-door delivery.

3. Investment risks and control

(1) Early start-up capital turnover.

(2) The capital return cycle is uncertain.

(3) The market size is small, but the competition is fierce.

(4) Fruits need to meet the needs of consumers and cover a wide range of areas.

(5) If the investment is not large, it is impossible to achieve extremely high quality in every issue. We often hear many people say that it takes half a year for the fruit industry to be profitable or to see success or failure.

(6) The profitability of different types of fruits is more uncertain, and it takes a long time to cultivate brands and markets. Even after market research, there are many variables in the figures obtained, and the analyzes are all predictions. The unknown may be found to be very different from what was imagined during actual operation, so the investment risk is extremely high.

(7) Fruit products have a short shelf life and suffer large losses during sales.

(8) Risk control:

1. Purchase a small amount in the early stage to test the market.

2. Small profits but quick turnover can be promoted during the off-season.

3. Promotional activities can be carried out from time to time.

4. Use scientific methods to extend the shelf life of fruits.

IV. Share allocation

1. Share investment: distribute equally according to the amount of investment.

2. Dividend distribution: distributed evenly based on the profit.

Part 9 Development Direction

Early stage: Since this fruit shop is newly opened, all aspects have not been perfected to perfection, and there is great pressure from peer competition, so it cannot be fully accessible to all alumni of the school. Recognition and support, we use several different sales methods

First, selling a different kind of fruit at a certain price allows alumni to taste all kinds of fresh seasonal fruits.

2. Retail sales. After three years of closed education in high school and the life style of college, we have summarized the sales method of retail sales. We support the sale of some fruits individually. This allows alumni to taste real fresh fruits to the greatest extent, and is also in line with the consumption patterns of our students.

3. Publicity and activities. After the store opens, we will organize some classes to conduct questionnaire surveys to collect some valuable opinions. Let alumni be satisfied to the greatest extent. I believe that our united team can continue to persevere in our faith in the face of a difficult working environment. Create a convincing school fruit shop.

Mid-term: As time goes by, things will inevitably develop. I firmly believe that we have won the support and recognition of most SJTU alumni, and we will also launch a more perfect and more humane Serve. For example, we can consider door-to-door fruit delivery to each dormitory. Let alumni enjoy real convenience, real minimum consumption and maximum enjoyment when consuming. Build the top fruit shop of Hunan Communications Vocational and Technical College.

Later stage: With the accumulation of our team’s experience and the products accumulated over time, we have become a top group in the fruit industry and have created our own set of sales methods to truly make it convenient for teachers and students. , a fruit shop serving the public. Immediately, we will expand the scale of our fruit store and open branches near other universities. Really go out of campus and compete with various business talents in society.

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