Water is the source of life and an essential mass commodity in contemporary society. There are many companies that specialize in mineral water products, so let me take a look at the mineral water marketing plan with readers. Welcome to read and learn from it.

Marketing Plan for Mineral Water

1. Introduction

Drinking natural mineral water is a mineral resource formed in a special natural geological environment. It is a natural The rainwater is filtered through the ground tens or even hundreds of meters deep, and is formed by absorbing various underground minerals for decades or even thousands of years. After extraction, it is treated by removing iron, sulfur, etc. or adding or subtracting carbon dioxide before it can be enjoyed by humans. Because it is pollution-free, contains no calories, and contains appropriate amounts of minerals and trace elements necessary for the human body, it is beneficial to human health. It is a natural, pure, hygienic and safe health drink, so it is favored by people.

Looking back on the 1950s and 1960s, people spent one or two cents to buy a large bowl of tea to quench their thirst. Nowadays, it is common to buy a bottle of mineral water for one or two yuan to quench their thirst. According to statistics from relevant authoritative organizations, more and more people are drinking mineral springs in our country. In the past, only the upper class could drink mineral water. The situation has been greatly improved. Mineral water has already entered the homes of ordinary people.

Compared with other beverages, mineral water can be said to have a long history. As early as 1765, Europe began to bottle and ship mineral water for sale around the world. Since then, with the development of the world economy, by the 1980s, the output of mineral water in European countries was more than 10 million tons; in 1993, the annual per capita consumption of mineral water in France was 110 liters, Italy 129 liters, and the United States 36 liters. .

In the early 1980s, Laoshan, Qingdao, produced my country’s first bottle of mineral water. In just over 10 years, my country’s mineral water companies have grown to more than 1,200. Around 1995, purified water suddenly emerged as a convenient and fast way to drink, and quickly became popular in the domestic market. Many domestic beverage manufacturers began to introduce a large number of automated assembly lines from abroad to produce purified water. Along with the process of industrialization, the air pollution and water pollution problems derived from it are difficult to prevent, and urban residents feel even more upset. The pure water born at this time just caters to people's consumer psychology and consumption needs. For a time, domestic consumers began to generally accept the concept of pure water, and the share of purified water in the water market increased significantly. However, due to factors such as water resource constraints and high mining costs, mineral water began to shrink from prosperity.

Around 1999, with the improvement of people's quality of life, the health-care effects of minerals on the human body received unprecedented attention. Mineral water became popular again. The mineral water market turned around and ushered in the "Second Spring". .

In recent years, with consumers’ increasing demand for “quality life”, “mineral water” has gradually shown a trend of replacing “purified water” as people’s first choice for daily drinking water. For this reason, in recent years, mineral water brands have emerged in droves. In the face of fierce market competition, should XX brand mineral water follow the trend and enter the mid- to low-end market? Or should it go off the peak? Position itself in the mid-to-high end? When putting forward brand marketing planning ideas Before that, let’s first have a comprehensive understanding of the current market conditions.

2. Purpose

To increase the popularity of XX brand mineral water in Fangcheng, expand market share, deeply explore product selling points, and win favor with consumers.

3. Significance:

Successfully shape and spread the brand's image, and improve the brand awareness and social influence of XX brand mineral water.

IV. Project Introduction

Introduction to xx Mineral Water

V. Market Current Situation

1. Fangcheng Mineral Water Market is highly competitive< /p>

Xx There are many varieties and brands of mineral water, and the investment in marketing is large, but the profit is very thin. The mineral water market of new varieties and new brands is constantly being chopped up and subdivided, dividing consumers' wallets and squeezing the mineral water market.

2. There are many brands

There are currently more than 1,000 mineral water production companies in the country.

In the xx market, there are Master Kong, Nongfu Spring, etc.

Competitor status:

The first army: Robust Wahaha Master Kong, they are the leading brand, the second army: Nongfu Spring , C'estbon, they are strong brands, while other water drinks are ragtag and weak brands.

At present, Wahaha has a better market share in various sales venues in xx. Master Kong, Nongfu Spring.

Features: high brand awareness, strong corporate strength, large advertising investment.

Consumer status:

Consumers have formed the habit of purchasing drinking water. Some are frequent buyers, some are occasional buyers, and only a few people never buy. The age structure is obviously on the younger side.

Characteristics of consumer behavior: emphasis on brand, emphasis on taste, and vague concepts of mineral water and purified water. However, some consumers have realized that long-term drinking of purified water is not beneficial, and have begun to pay attention to choosing high-quality mineral water.

VI. Market analysis

a. Advantage analysis:

(1) The market space is huge and the future development is unlimited

After?Pure With its unique functions of "natural", "nutritional" and "healthy", bottled drinking mineral water fully meets the consumers' psychology of "natural, pollution-free and healthy" mineral water. Demand, thus being accepted by more and more consumers, is gradually moving in the direction of the "King of Water"!

The "Zhejiang Water Corps" including Wahaha, Nongfu Spring and Jinyi is in the Northeast Vigorously seizing water sources, many beer giants from Yanjing, Qingdao, and Lanjian have entered the water market, and Robust has switched sides to specialize in mineral water and publicly stated that drinking more mineral water is the right choice. All this is fully proved. ?The mineral water market has huge room for development? It has become a fact.

(2) Public consumption awareness has changed, and demand is increasing day by day.

In fact, mineral water has a long history of nearly a hundred years in the world. In developed countries, drinking mineral water is a sign of health and taste. Although Chinese consumers have a late understanding of mineral water, in recent years, with the promotion of the media and various brands, people's understanding of mineral water has greatly improved. They have understood that drinking water is not only to quench thirst, but also Pursue what’s good for your body.

The world's famous water beverage brands are all mineral water, such as France's Evian. At the same time, the quality of my country's mineral water brands has also been greatly improved. The pass rate increased from 34.5% in 1992 to 78.2% in 1997, and to 91.4% in 2008. The safety of water quality is also an important factor to meet the growing needs of consumers. Strong guarantee.

b. Disadvantage analysis

(1) There are many brands in the mineral water market and the market competition is fierce

According to market survey analysis, China’s mineral water market has formed a First-tier brands led by Wahaha, Robust, Yangshengtang, and Nestlé, well-known second-tier brands such as Laoshan, Master Kong, Coca-Cola, Xishibao, Yili, and Yibao, as well as some weaker local small and medium-sized enterprises mineral water? Three Kingdoms Dingli? Market structure. When first-tier brands hold 70% of the market share and are still planning how to expand their territory, many new brands are constantly emerging. The mineral water market is constantly being chopped up and subdivided, dividing consumers' wallets, and competition is extremely fierce.

(2) Purified water has the upper hand over mineral water in all aspects.

At present, there are more than 1,400 pure water production companies in the country, while there are only more than 1,000 mineral water production companies. Take the Wuhan market as an example. The market has 29 types of pure water and only 21 types of mineral water. Due to the low cost and current misunderstandings of consumers about drinking water, as well as consumers’ preference for pure water in terms of advertising, marketing level, and brand appeal, mineral water is generally inferior to pure water. Therefore, how to deal with it? It is urgent for consumers to carry out ideological education that mineral water is more beneficial to human health than pure water.

(3) The investment in marketing is large and the profit is low.

Compared with other fast-moving consumer goods categories, the profit of mineral water itself is low.

Looking back at the current situation, first-line brands spend huge sums of money to attack powerful media across the country, using celebrity endorsements, disseminating concepts, enhancing brand reputation, and expanding the market; while local brands use local advantages, actively integrate channels, and use big buckets of water as the entry point. , using the ultra-low price of bottled water as a means of competition, striving to get a piece of the already bigger "cake". Looking at this scene of "hundreds of flowers blooming", without strong capital support, it is difficult to compete head-on with first- and second-tier brands. Even if you enter the mid-to-low-end market, you will encounter the encirclement and suppression of many local brands. Without a strict marketing and promotion plan, I'm afraid profits and markets are difficult to guarantee.

(4) The theory of harmful minerals? A crisis of trust for consumers

News replay 1: In 2006, "China Food Network" reported: As of October 2006, Shanghai The Inspection and Quarantine Bureau accepted inspection declarations for 128 batches of 9,710,418 liters of imported natural mineral water, nearly 90% of which came from Europe. The 15 batches of unqualified products intercepted included international products such as Evian and Provence. Among them, 4 batches of 210,542 liters of Evian brand mineral water were unqualified, accounting for 80.8% of the total number of problematic products detected.

News Replay 2: In December 2006, "China Food Network" reported that German scientists found that the antimony concentration of bottled mineral water doubled after being left for three months. Antimony is a potentially fatal toxin to humans. The longer mineral water is stored, the more toxic it becomes.

News replay three: In December 2008, "Oriental Morning Post" reported: ***140 tons of Evian water was found to have excessive bacterial content when it entered Shanghai.

News Replay 4: In December 2008, foreign media reported that common bottled mineral waters in the UK, Highland Spring, Hildon, and Strathmore, were found to contain dangerous chemicals? Phthalates (Phthalates), pregnant women Exposure to multiple births of male babies is extremely risky for reproductive organ abnormalities.

A lot of corresponding news can be seen online. Therefore, as a production enterprise, while actively developing a variety of mineral waters, it should strictly control the quality and separate or remove harmful trace elements to the maximum extent. At the same time, in brand promotion, we should focus on seizing consumers' trust crisis and carry out key attacks.

c. Competitive product analysis

(1) First- and second-tier competitive products occupy different markets

First-tier brands in the water industry have high brand awareness due to their early entry. , with strong corporate strength, the intervention of strong foreign capital, and the network that has been marketing for many years in the industry, signs of monopolizing the low-end water market have begun to appear, with obvious competitive advantages.

Second-tier brands generally have brand history or local advantages (such as Laoshan mineral water), and use localization strategies, cost reductions, and strengthening competitiveness as competition methods to compete for the first-tier brands; however, the current focus of the competition between the two parties is still Gathered in the low-end mass market, although the mid- to high-end market segments are emerging, they have not yet attracted enough attention.

(2) The main marketing models of competing products are similar

The mineral water products on the market are basically similar in terms of combination and product packaging, mainly in soft plastic bottles, with a volume of 6L\1.5 L\550ML\596ML\330ML meets the needs of different groups of young people, children, and families. Glass bottled mineral water appears in supermarkets at high prices, but the packaging and promotion of the product are a bit bland; but the benefits and market Driven by this, the industry giants of first- and second-tier brands have repeatedly picked up price tools and launched low-price attacks on the market, hoping to continue to raise the industry's entry barriers like the home appliance industry.

(3) Excellent mineral water brand in 2008

Brand: Nongfu Spring

China’s well-known trademark, national inspection-free product, top ten mineral water

Brand: Laoshan

Brand description: China's well-known trademark, national inspection-free product, top ten mineral water brands

Brand: Yili

Brand description: Chinese famous brand, national inspection-free product, top ten mineral water brands

Brand: Evian

Brand description: 10.8% of the world's global market share, top ten mineral water brands

7. Company status

Company introduction:

8. Planning ideas

Thinking: In the face of fierce competition, how do we succeed in the market? Achieve a blockbuster? What exactly does XX brand mineral water rely on to enter the water market? What is its core benefit point? Where is our future?

① Differentiated marketing

If you want to cause an explosion in the market and grab a cup of XX brand mineral water, you must grasp the behavioral characteristics of segmented consumer groups, use differentiated marketing strategies, and quickly attract the attention of consumer groups with unique concepts and forms. , and at the same time, it can reduce customers' sensitivity to product prices and quickly enter the market

② Strengthen its own competitive advantages

The current situation of confusing competition and price wars in the mid- to low-end market is for XX brand mineral water can avoid fierce competition in the mid- to low-end market and increase the operability of building another brand in the mid-to-high-end market. At the same time, it can obtain higher profits for the company, build its own competitive advantage, and lead the market in this field. .

③Work hard to build a brand and make a contribution to uniqueness

Publicizing the brand, promoting the product, and spreading the word are actually an indispensable part of occupying the vast market. means. Various forms of publicity, including advertising, are an excellent way to build corporate image, promote product features, and leave a mark on consumers. At the same time, the promotion of a point of difference is likely to make consumers remember it deeply and immediately distinguish it from similar products on the market.

④ Do a good job in marketing and promotion

Sales, in a broad sense, should be multi-faceted and three-dimensional. In recent years, although some efforts have been made to sell mineral water in the city, its operation method has mostly remained on a direct hand-to-hand basis of buying and selling. This has led to the shortcomings of short lines, few points, and small sales scale. It has also caused the shrinkage of some sales points and even the eventual withdrawal of rolling shutters. When working hard to improve sales, we should achieve synchronization in the combination of points and surfaces, and synchronize the cooperation between top and bottom to form a three-dimensional situation. In terms of means, wholesale, retail, and direct sales are all acceptable. In terms of methods, secondary, tertiary, agency, or large-package distribution are all acceptable. In short, be flexible and diversified to seize all available markets.

9. Strategic planning, image positioning and sales strategy

(1) Strategic planning

1. Strategic thinking: draw a clear line between pure water and pure water. Instead of a price war, we focus on functionality, highlight the advantages of natural minerals in mineral water, and clarify the value-for-money benefits that consumers can obtain. Advocate a green and healthy lifestyle to the whole society and spread scientific and correct consumption concepts, thereby establishing a healthy and high-taste brand image of mineral water, and shaping a corporate image that is sincere and responsible for society and works for the benefit of mankind.

2. Strategic deployment: use xx as the base camp, take the lead in breaking through, and then move towards the whole city after stabilizing the position.

3. Sales channels: Class A channels: large supermarkets such as Yukolon can send dedicated personnel to take charge.

Class B channels: ordinary commodity retail stores.

Other channels: hotels/fitness venues/water bars/coffee shops

(2) Sales concept

1. Brand concept: sell water and health at the same time , give you a good look.

2. Brand foundation: It not only meets basic physiological needs, but also provides excess value that other brands cannot provide; and the above benefits can be obtained in a convenient and pleasant way.

3. Marketing concept: Based on the latest modern integrated marketing communication theory, combined with Pif’s planning concepts and experience, tradition and innovation are combined, and all available means are mobilized.

4. Principle of promotion strategy: focus on harmony and use thaumaturgy to compete for supremacy. Use conventional methods to increase the breadth of market adoption of your products, and use surprising methods to stand out from many competitors and increase the depth of market adoption.

(6) Target group positioning:

Main group: Government officials, intellectuals and the middle class are the main consumer orientation, thereby radiating other consumer groups with point-to-point influence.

Consumption characteristics: The consumption behavior of this group of people tends to be rational. They have a certain brand concept and brand awareness when purchasing water. They have a high demand for "healthy drinking and quality life". At the same time, this group of people has a certain brand concept and brand awareness. Crowds are also receptive to new things.

Target groups are carefully classified: (1) People who care about their health and pursue quality life. (2) People with weak constitutions and low immunity who need to replenish body energy. (3) People who need to quickly recover their physical strength after exercise. (4) People with irregular diet and imbalance of body pH. (Regarding pH, this point can also be classified in depth) (5) The original group of people who drink daily water.

10. Project Promotion

(1) Starting from "The mineral water industry faces new breakthroughs" as the news point, choose mass consumer media, such as "People's Life" to publish a half-page soft article. Pilot promotion.

(2) Preliminary publicity for the brand on the grounds that it is rich in minerals beneficial to the human body. In the early stage, print media were selected for half-page or full-page publicity.

(3) Promote the product from the aspects of functions such as "meeting the needs of the human body and balancing pH", so that consumers can clearly understand the core appeal of the product.

(4) Combined with the sales situation in shopping malls, specialty stores, etc., appropriately change the angle of print media promotion to create a scene of product scarcity. If conditions permit, you can choose to go on TV media to simultaneously conduct market strategies.

(5) According to market operating conditions, a series of consumer interactive activities can be held, brand spokespersons can be invited, and certain large-scale activities can be sponsored to expand brand awareness and increase product brand image. How to buy mineral water

Check whether the label meets the requirements for food labeling. Check whether the product name, water source, bromate content, registered trademark, date, etc. are included. If it is incomplete, it is not appropriate. Shop.

Second, check whether the bottle cap is intact and flat, and whether there is any water leakage when the bottle is turned upside down.

Third, check whether there are any other colors or floc deposits in the contents of the bottle. If such phenomena exist, it is not advisable to purchase.

Qualified mineral water should have no odor or odor when drinking. For example, mineral water with higher lead and sodium content has a slightly salty taste; mineral water with higher calcium and magnesium content has an astringent taste; mineral water with higher carbon dioxide content has a unique irritation. In addition to the above-mentioned conditions that should be paid attention to, regular mineral water manufacturers generally pay more attention to packaging, which is delicate and beautiful.

Identification of outer packaging: High-quality mineral water is mostly packaged in non-toxic plastic bottles with beautiful appearance and fine workmanship; the bottle caps use twist-off plastic anti-counterfeiting caps, and some also have anti-counterfeiting inner plugs; the surface is fully adhered The trademark, color and precise printing, complete with product name, factory address, and production date, indicates various trace elements and their contents in mineral water, and some also indicate the name of the inspection and certification unit.

Identification of color and water body: High-quality mineral water is clean, colorless and transparent, without suspended matter and sediment, and the water body is not sticky.

Identification of smell and taste: High-quality mineral water is pure, refreshing and has no peculiar smell. Some of them have the special taste of the product, such as a slight salty taste. Precautions for drinking mineral water

When drinking bottled mineral water, you should pay attention to the following:

1. The water dispenser must be placed in a cool and dark place. Never place it in direct sunlight to avoid the growth of green algae. If there are real difficulties, measures should also be taken to add light-proof bucket covers to the buckets.

2. The opened bucket should be finished within 2-4 weeks in autumn and winter, and it is best to finish it within 7-10 days in spring and summer.

3. Do not keep the water dispenser powered on for a long time or boil it repeatedly.

Water that has been boiled repeatedly is not suitable for drinking.

4. Used empty buckets should be placed in a clean place. Do not pour dirty water or throw dirt (such as cigarette butts) into them, which will cause difficulty in cleaning and disinfecting the mineral water plant.

5. Water dispensers should be disinfected regularly, preferably once every six months. Avoid secondary pollution and ensure safe, hygienic and healthy drinking water.

6. Once bacteria are produced in the water, it can be heated to eliminate the bacteria. >>>More exciting things on the next page? What’s the best way to drink mineral water?