2017 Snack Product Marketing Planning Plan

When we walk into the supermarket, we will see a dazzling array of snack foods with novel and fashionable packaging, and consumers are buying them in an endless stream. The following is a marketing planning plan for snack products that I compiled, welcome to refer to it!

1. Planning background

(1) Potato chips and shrimps in supermarkets There is a dazzling array of snack foods such as strips, snow cakes, preserved fruits, plums, peanuts, pine nuts, almonds, pistachios, fish fillets, dried meat, etc. The packaging of these snack foods is novel and fashionable, and they have become the new consumption favorites of young and fashionable people.

According to statistics from 2010, my country’s snack food market capacity has reached 167.33 billion yuan. China has a large population and rich consumption levels. Snack foods will create many new market opportunities and have huge consumption potential. Pumpkin seeds, almonds, fruit and vegetable crisp products, etc. are now the most consumed snack foods by Chinese consumers. This shows that Chinese consumers’ concept of snack foods is still in the early stages of development. There is no leading brand and it is far from being like instant noodles. The market structure of monopolistic competition in food categories such as oils and beverages.

(2) Since the snack food manufacturing industry is a highly open industry, although the number of foreign-funded enterprises is small, they account for more than half of the sales revenue and total profits of my country's snack food market. Many domestic enterprises are struggling to develop in the face of huge market opportunities. Why? Because what they lack mainly is not funds, equipment, or markets, but the ability to fully control integrated marketing. For many companies that produce snack foods, the market opportunities are equal. Whether they can quickly expand the market size mainly depends on their understanding and grasp of this market field.

(3) Therefore, for us, the current market situation has created great opportunities for us. As long as we position accurately, target marketing, and participate in the market stably, accurately and quickly, we will become this A leading brand in an industry, sitting on the throne of "industry leader".

2. Market situation

1. Market capacity

According to statistics, my country’s snack food market capacity reached 167.33 billion yuan in 2010. Although the market is growing rapidly, my country's average per capita consumption is only 26.6 grams, which is far lower than the per capita consumption of 2.6 kilograms in developed countries. Due to China's large population and rich consumption levels, snack foods will create more new market opportunities and have huge consumption potential.

Although most snack foods cost only a few yuan, three snack food brands with a sales volume of US$1 billion have been produced in the global snack market: Stereo Crisp, Lay's and Pringles. In China's snack food market, many well-known brands such as Shanghaojia, Xizhilang, Kebike, Wangwang, Xufuji, and Qiaqia have also been cultivated.

2. Competing product situation

A Snack food

Brand product name Specifications Price survey location Master Kong Miao Fu European style cream cake 96g? 2 pieces 3.50 yuan Carrefour Store

4.20 yuan Walmart store

Danone Sweet Biscuits 100g 2.20 yuan Walmart

2.20 yuan Carrefour

Taipingxiang Green onion flavored soda biscuits 100g for NT$2.10 at Walmart

Carrefour NT$2.20

Crispy Corn American tomato sauce flavor 75g for NT$3.90 at Walmart

NT$3.90 Carrefour

Lay's Potato Chips 100g 4.90 yuan Carrefour

4.90 yuan Walmart

B Nut Foods

Serial Number Product Name Trademark Specifications Marked production units and locations 1 Small Walnut Huaweixiang 180g/bag Hangzhou Huaweixiang Food Co., Ltd. 2 Barbecued Almond Baiweilin 454g/bag Fujian Putian Xinghua Food Co., Ltd. 3 Hand-peeled Shanliren Small Walnut 200g/bag Anhui Provincial Ningguoshan Liren Food Co., Ltd.

4 Xiaokou Hazelnuts 500g/bag Putian Lisheng Trading Co., Ltd. 5 Kanghui Premium Small Walnuts Kanghui 160g/bag Guangdong Kanghui Group Co., Ltd.

6 Baiweilin Barbecue Almonds Baiweilin 220g/bag Fujian Putian Xinghua Food Co., Ltd. 7 Willin Hazelnut Willin 120g/bag Ningbo Huafeng Dried Fruit Food Co., Ltd.

8 Hengkang Pecan Hengkang Food 280g/bag Chinese and foreign Joint venture Ningbo Hengkang Food Co., Ltd.

9 Carrefour Charcoal Shelled Apricot Carrefour 300g/bag Gaoming Hongying Food Co., Ltd.

10 Xiaokou Hazelnut Minnan Golden Pole 500g/bag Putian City Lisheng Trading Co., Ltd.

3. Consumer Analysis

1. Consumer Group

There are obvious differences in the target consumer groups targeted by products of different categories and different price points. For example, although the target consumer groups of potato chips, melon seeds, and puffed foods overlap, the differences are more obvious. The target consumers of pistachios are more young women and white-collar workers; the target consumers of potato chips are more teenagers, children and students. In addition to segmenting the snack food market by age and gender, the market will also be segmented by consumers' occupation, income, education, consumer demand, consumer psychology and other methods. For example, according to consumer demand, snack food can be divided into basic type, flavor type, nutritional type, value type, enjoyment type, etc.

Since our products are positioned as foreign products, we need to use high prices and high promotion methods. Therefore, the main consumer groups of our products are women with medium to high-end consumption, mainly concentrated in people aged 20 to 30, and the other part is housewives aged 30 to 45. The product is positioned as enjoyable.

2. Purpose of purchase

Fashionable women: This type of consumer group is mainly women who are unmarried or without children. Their consumption purpose and intention are mainly to highlight their fashion, trendiness, and High-end, healthy psychological personality.

Housewives: This type of consumer group is mainly married women aged 30 to 45. Their consumption purposes are mainly to highlight high-end, health and entertaining guests, leisure food, gift-giving and other needs.

3. Purchase channels

Fashionable women: K/A type supermarkets, bars, disco bars, KTV bars, karaoke rooms, cinemas, opera houses, leisure venues, clubs, Office buildings, restaurants, fitness centers, hotels, hotels, scenic spots, parks, stations, horses, airports.

Housewives: leisure places, restaurants, fitness centers, hotels, hotels, teahouses, scenic spots, parks, stations, horses, airports.

IV. SWOT Analysis

S-Competitive Advantage

W-Competitive Weakness

O-Market Opportunities

1. Market space worth tens of billions;

2. Products are fashionable, high-end, and have good competitive advantages;

3. Foreign brands do not have strong leading brands in the country, and there are great opportunities for market competition;

T-Market Threats

1. Domestic brands such as Haojia, Xizhilang, Copico, and Want Want Such brands have strong market and economic strength, which will bring certain pressure to our market;

2. I have never been in this market and do not have rich market experience. I need to explore and move forward, which is risky.

5. Goal planning

1. Market strategic goals

2. Sales goals

According to the market It is predicted that the sales target in Beijing is 6 million. The following is a detailed breakdown of goals:

6. Marketing strategy

1. Product positioning

Physical display, etc.

2. Promotional theme

A. Use the theme of health, fashion, and trendiness to promote the fashionable and trendy image of the product;

B. Use the theme of having no fattening ingredients and having The effects of lipid-lowering, stomach strengthening, brain nourishing, and hair nourishing are used as auxiliary promotions to deeply improve consumers' reputation for the product.

3. Publicity expenses

A website: food, health, fashion shopping. 100,000 yuan/year

B Newspapers and periodicals: Girlfriend, boutique shopping, fashion, style, metropolitan and other fashion special issues 120,000 yuan/year

C POP: supermarkets, leisure and entertainment Light boxes, street signs, and supermarket product DM orders for venue plazas. 300,000 yuan/year

D Display: physical display in supermarkets and leisure and entertainment venues. 300,000 yuan/year

8. Investment strategy

1. Investment target

A snack food, dried fruit and candy distribution company;

C Red wine, liquor and beer distribution company;

2. Investment strategy

A Media advertising. Such as: industry-related newspapers, magazines and TV advertisements, etc.;

B Participate in investment promotion meetings, food and wine fairs, etc.;

C Investment promotion personnel conduct market promotion;

D E-commerce methods, etc.

3. Investment conditions

A. Have ready-made channels for supermarkets or entertainment venues

B. Have more than 10 human resources and have their own logistics conditions ;

C has good market operation capital;

D has experience in operating snack foods or fast-moving goods.

4. Market support

Promotional product support: POP posters, roll-ups, DM product leaflets, others;

Promotional activity support: free tasting, Holiday promotions, buy-and-give promotions, prize promotions, pile displays, placement of promoters, etc.;

Advertising support: light box and street sign advertising, shopping mall DM product recommendation sheets, see "Public Relations Strategy" for details;

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Distribution support: store entry support (partners enter the store first, and then we provide subsidies in the form of stock replenishment).

5. Incentive policy

A Sales reward

Sales volume: 3000?5000 5000-10000 10000-15000 15000-20000 20000 and above

Rewards: 3,000 yuan, 5,000 yuan, 12,000 yuan, 20,000 yuan, 25,000 yuan

Note: The above rewards are operated through supply replenishment.

B Dealer Sales Competition

Activity Brief:

A series of "challenging" sales targets can be formulated with "very attractive" ?The dealer incentive program

encourages them to actively sell the company's products.

Purpose of the activity:

To improve channel operators’ cooperation in product sales, encourage them to actively carry out market development activities, and strive to establish dealer relationships. Product management loyalty. ;