east indian jewelry wholesale Marketing Fruit Marketing Planning Plan

jewelry box wholesale philippines Fruits, such mass consumer goods have gradually transformed into a necessity, are an important part of Volkswagen consumption. The following is a marketing planning book for market fruit, welcome to see.
Manity of market fruit marketing planning book 1. Planning summary
fruit. This kind of mass consumer product has gradually transformed into a necessity of life and is an important part of Volkswagen consumption. With the improvement of people's living standards, the consumption of fruits has gradually become the main consumer needs in people's daily life. In recent years, a category of cities has added a type of fruits to sell them. Merchants cut cantaloupe, pineapple, watermelon, etc. and cut into pieces and strips for sales. The business sold in this way is very popular. In order to meet the needs of this area, we have launched the "campus fruit". "Campus Fruit Bar" is mainly aimed at the consumption of campus fruits, so that students can have an environment that can eat fruits with confidence.
"Campus Fruit Bar", as an emerging fruit consumption model, is a weak existence compared to fruit supermarkets. After in -depth market research, our team analyzes its advantages and disadvantages, and makes corresponding planning plans for its advantages and characteristics to reverse people's traditional fruit consumption concepts and promote the development of the emerging consumer model of campus fruits. The following is the marketing planning plan prepared by our team.
. Marketing environment
(1) Macroe environmental analysis
The fruit market in China is huge. Compared with the annual consumption of 85 kg of fruits, domestic per capita consumption has just reached half of them. Through investigations for most families, 80%of the three -family family consumes more than 80 yuan per month. 10%of home consumption fruits are between 50-80 yuan. Only 10%of home consumption fruits are less than 50 yuan.
In the increase in residents' income level, the consumption demand for fruit is growing. At present, the annual average of people in my country is about 45kg, and there is still a lot of gaps with the requirements of health standards (70kg). Compared with the average annual consumption of fruit (80kg) in developed countries, it is larger. In contrast, college students should be better (55kg per capita per capita). As a social group that pays more attention to a healthy lifestyle, college students are more inclined to consumption of fruits. Therefore, the prospects of the fruit market of college students are generally optimistic and have broad development space.
"Fruit Bar", as an emerging industry, has emerged in some places. However, the university market is still blank, because the traditional fruit supermarket consumption model has long been deeply rooted. As a group that is the easiest to accept new concepts, college students are more likely to accept the concept of "campus fruit bar".
(2) Competitive environment analysis
1. The transformation of consumer concepts: Can consumers receive this fresh fruit purchase method? (This kind of fruit consumption method has appeared in some areas, and it is regarded as the main fruit consumption place.) Since the consumer consumer concept has formed a habit in the minds of consumers, it is necessary to change the consumer consumer concept in a short time. Let it accept this business form.
2. Large chain supermarkets: Large chain supermarkets have been operating fruit for a long time, which shows that fruit consumption has occupied a certain proportion in the daily consumption of the people, and at the same time explains the broad market. Very optimistic about this market. The advantage of large chain supermarkets is that the purchase volume is large, the purchase cost is low, the passenger flow is large, the shopping environment is better, and the product quality and portion are guaranteed. 3. Campus stalls: Because the rent at the booth is cheap, its price may have an advantage. However, there is no shopping environment and products and services, and customers have no room for choice, and they are not very reliable in quality and weight.
. Merchant hawkers: It is characterized by strong flow and can push the fruit car to the surroundings of the campus. Because there is no rent cost, its price may be lower. The disadvantage is that the fruits sold by the hawkers often have a shortage of less and less, and they are used to charge.
three, SWOT analysis
(1) Advantages
Compared with other fruit distribution methods, "campus fruit bar" has an unparalleled advantage. The "Campus Fruit Bar" has rich fruit categories; the fruits in the "campus fruit bar" are cut in front of the consumer, and there will be no deception to deceive consumers; the "campus fruit bar" is mainly for college students. The price can purchase the economic requirements of consumers, and the low price can recruit a large number of customers. The "Campus Fruit Bar" is a price war. At the same time, the quality and quality are guaranteed to meet the consumer's consumer demand for shopping, low -cost shopping, and integrity shopping.
(2) Disadvantages
If fruit storage is a problem that cannot be ignored. Although there is a guarantee of refrigeration equipment, it will inevitably appear rotten. To solve this problem, it takes a lot of money. Secondly, hygiene issues, eating safety is a problem that cannot be ignored. The impact of the past concepts has caused consumers to have a certain resistance to cutting fruits. If a fruit with a considerable scale on the campus, a large amount of capital investment is required, and the cost of recovering costs requires a long business cycle.
(3) Opportunity
The consumption method of high -end fruits on campus has been in a blank stage. The emergence of "campus fruit bar" meets consumers' consumer demand for nearby shopping, low -cost shopping, and integrity shopping. At the same time, as an emerging fruit consumption concept, "Campus Fruit Bar" is easier to seize the consumer psychology of college students, which means that the industrial form of "campus fruit bar" can quickly occupy the college market and develop and grow. Essence
(4) Threat
Since the store layout and sales method can be copied, it is believed that when the "campus fruit bar" attracts the attention of consumers Resources (procurement, logistics) are integrated, and believe that our prices and services cannot be chased by others. And we can persuade them to join us for followers.
. Marketing strategy
(1) Market segmentation
The fruit consumption venues in society are roughly included two forms: "fruit theme restaurant" and "fruit bar". Among them, the "fruit theme restaurant" is mainly for consumer groups such as the high -rise white -collar class, and its consumption level has been at a high level. And our "campus fruit bar" is based on campus, facing the majority of student markets, at low prices, high -quality services, and assured quality guarantee to occupy the high -end fruit consumer market for college students.
(2) The target market selection
Compared with the theme fruit restaurant, we are more inclined to choose "campus fruit". The consumption level of college students is limited. The consumption threshold for theme fruit restaurants is too high, and it is not easy to be accepted by most consumers. The consumption level in the "Campus Fruit Bar" is generally lower, and it will soon become the first choice for college students to leisure and entertainment.
(3) Market positioning
This at low prices, high -quality services, and reassured quality guarantee to occupy the middle and high -end fruits of college students
The consumer market. With a new sales concept, the "campus fruit bar" quickly grows and stronger.
5. Marketing portfolio strategy
(1) Product strategy
"Campus Fruit Bar" is mainly engaged in various fruits. The price of the product has a large room for change, from a few yuan
to Do not wait for more than ten yuan. Secondly, we also advocate a variety of fruit product portfolios (similar to fruit plates) to consider both nutritional value and price acceptance. At the same time, we launch a variety of non -fruit matching, which enriches the taste of the product and strives to meet the various needs of consumers.
(2) Price strategy
1. Price target
"Campus Fruit Bar" is mainly facing the college student market, so its pricing must meet the consumer needs of most people. The price range of various fruit products and product portfolios ranges from a few yuan to ten yuan. "Campus Fruit Bar" products still have a certain price advantage compared to ordinary fruits.
2. Pricing method
"Campus Fruit Bar" adopts the infiltration pricing method when the new product is launched, and set at a lower price to obtain the maximum sales and maximum market share of
The purpose of quickly occupying the market. As a product with a large seasonal demand, fruits should change with the needs of consumers. Therefore, in the stage of maturity of the product, the demand price elastic pricing method should be adopted.
(3) Channel strategy
In order to control the sales process and establish a stronger connection with consumers, in the "self -built store" method,
Sell ​​directly to consumers to expand rapidly at low costs. rn 　　(四)促销策略rn 　　1.巡回流动促销rn 　　将一些时令性的、有价格优势的、有产品优势的水果放置在可以到处巡回流动的售货车上，在Tour sales on campus. With the special service of "Campus Fruit Bar", its role is mainly to promote the brand and enhance the image.
2. Beyond the conventional adverse market promotion
, for some products that are not good at selling, they are required to sell their selling points. Tell consumers to sell these fruits. Advantages, focusing on the benefits of fruit, poor and passing by, transferring consumers' eyes to good aspects. Then let consumers taste it for free and experience the quality of the product in person. This can achieve better promotional results.
. Cultural promotion
The simple promotion methods of various ancient boards can no longer attract people's attention. Cultural promotions that are rich in cultural factors and can meet the needs of economic development and cultural life are beginning to be active. Qiaoqiao cultural cards give each product a tasteful name. By excavating the background to the product and given culture, the legendary color of the product is enhanced, thereby supporting the reason for selling the product to sell high prices, making consumers happy to pursue its connotation, and and also Loen the product to achieve the real purpose of the promotion.
4. Multiple promotion methods and use
The comprehensive use of price promotion, personnel promotion, public relations promotion and other methods to sell products, quickly penetrate the campus, deeply root the hearts of people, grasp the consumer's consumption psychology, reach more Good sales effect.
6. Featured services
1. Give customers a new, assured, guaranteed quality and cheap consumption location
More customers choose to go to the supermarket When you see fruit sales at the time, in addition to buying, the biggest reason is that the fruit of the supermarket is that consumers can rest assured whether it is based on the appearance, product quality, and weight of the product. And open self -options allow customers to have more room for choice. For our "campus fruits", we will use unified decoration, unified store layout, unified procurement, and all products are sold, classified, refined, and packaged after selling.
2. Unique guidance of consumption
The customers who buy fruits now are completely based on their own tastes and preferences to choose fruit consumption, neglecting the characteristics of the fruit itself and suitable for eating. Through investigation of many consumers, few people can say that few people can say the characteristics of pineapple and people suitable for eating, as well as what fruits should patients eat and stomach disease, and not suitable for what fruits should be eaten. This shows that everyone is consumer fruit blindly. Without the common sense of fruit consumption, it will make a misunderstanding of the wrong thing to send bananas to diabetic patients. And our responsibility is to teach everyone how to consume and eat fruits reasonably. In this regard, we posted posters of each fruit characteristics in the store and the people suitable for eating, and the method of identifying the good or bad levels, and guide everyone to consume healthy consumption.
3. Provide a variety of services to target different consumer groups
The fruit consumers are generally divided into two types of food and gift. In response to the psychological and packaging needs of the gifts, we will specifically design some packaging combinations such as foldable or combined different capacity (3G, 5G), which are paid to consumers. Customers can combine and buy fruits at will. If you need to pack the box after purchase, you only need to pay a certain packaging fee to get the box in the store. In this way, consumers can understand consumption, eliminating expensive gifts purchased at the tourism or other merchants, but also ensure the quality.
4. Deepen the characteristics of fruits and other needs of consumers
As people's income increases, more consumers begin to drink fresh fruit juice. For consumers' needs, our fruits will have free juicer for customers to use. In addition to consumption, customers can use free water sources to clean fruits and use juicers for free to squeeze fruit juice. In terms of hygiene, every time the customer uses the juicer, the staff will disinfect the machine, and then put it in a disinfection cabinet to ensure hygiene.
Seven. Organization and implementation plan
1. Organizing sales team
The personnel of the "Campus Fruit Bar" include one store manager and three salespersons. When the sales season or
, temporary personnel need to be recruited to meet the needs of various work.
2. Implementation plan
The preliminary preparations for opening the store (last month 20xx-9-1 to 20xx-9-30)
The shop rental: contact the store in the school, use the school's preferential policies, Reduce operating costs
The store preparations: Consolidated on the store, buy professional fruit freshness, juice juice equipment
The staff recruitment: hire college students to do part -time jobs, provided that the other party is interested and willing to engage in the industry. Hire a professional fruit master as a representative of the store.
Mudging: Material procurement through proprietary channels to strictly ensure the quality of fruit quality in the school (20xx-10-1 to 20xx-10-7)
Visit, (about the exquisite albums of the fruit questionnaire survey each), the bedroom visit
The distribution of leaflets: printed 3,000 leaflets to increase publicity.
poster: B2 paper copy poster posting
I image exhibition board: Outdoor image banner of 3*4 meters of alternatement cloth
Website promotion: BBS Forum Topic Manufacturing Send Article Blog
Sponsorship activities: collaborate with campus organizations, strive to engage in activities at the beginning of school, and increase the popularity of "campus fruit bar".
eight, cost budget
9. Risk and control
(1) How to reduce costs:
1. Purchasing costs: Purchasing costs and sales are directly connected. But at the beginning of entrepreneurship, we will not have much sales. How to reduce the cost of purchasing? In fact, as long as we find the right partner, I believe this problem will be solved. At the beginning of entrepreneurship, we can find a fruit juice manufacturer to invest. The attraction point is that it not only owns the company's shares, but also can have the name name name of the store opened in the next three years (such as the chain store named "Huiyuan" campus fruit chain store) and the door of the store Corporate trademark. You can also reduce their own purchasing costs and operating costs. The benefits we get are that we have advantages in procurement costs at the beginning, and we can also use its advantages of storage and logistics to reduce costs. As a result, the purpose of winning a win -win situation is achieved.
2. Operation costs: This is directly related to the sales price of the product. In addition to the cheap store rental, we recruit part -time college students and strive for preferential policies.
(2) How to attract consumers' attention
The initial stage of opening, can be issued to school students with some preferential posters through channels and other channels. It can also launch a certain number of consumption of active vouchers and other activities. In turn, it can drive students' consumption enthusiasm and increase the consumption of fruits.
(3) How to make consumers choose the goods we provide
1. Good image
2. Good shopping environment
3. Competitive price
4 4 Multiple promotional activities
5. Various convenient service measures.
(4) How to strive for more resources to win more favorable competitiveness
1. The choice of partners can choose a fruit juice company to hold company shares. In this way, the company can borrow the advantages of its procurement cost, warehousing, and logistics.
2. Follow policy support. Recruiting part -time college students in the school allows the school to give more policy support in terms of rent and other aspects.
(5) Losses
The loss of fruits is the most difficult to control. Because it is related to the procurement, warehousing, transportation, etc. of the product. And fruit is a product that is not easy to quantify, and can only calculate its price according to gold without the unit price of a single product. So it is a bit difficult to control than other products. In this regard, we will give the store a certain loss ratio, and the loss and the profit of the single store are hung. At the same time, it is also directly linked to the income of the clerk, which controls the loss by this.
(6) Climate conditions
The climate conditions are the main factor that determines the price of fruit. Fortunately, you can learn from some institutions for the climate forecast next year. This can also be judged by the climatic conditions. Essence
The marketing of fruit marketing planning books 2 The first part of the team is slightly
It part Introduction to the second part of the store n Promote moderate consumption, practical, close to life, combine college students' clothing, food, housing and housing, and provide the latest and fastest market changes in the form of pictures and text. Our store often launchs merchant coupons, the latest discount discount activities, etc. For the non -staple food consumption of non -staple foods tailored for college cucumbers. One of the fruit supermarkets.
We will provide the following consumer choices for the majority of teachers and students:
(1) Various fresh fruits
(2) Various types of vacuum foods
(3) dry food r
(4) Fresh fruit juice
The classification of the third section of the section
1. Fresh fruit
is mainly seasonal fruits, supplemented by rare fruits this season.
. Various types of vacuum foods
The vacuum bags such as dried beans and phoenix claws are convenient for cooked food.
. Dry food
The bulk foods such as raisins, red dates, melon seeds, peanuts, fries, etc. (that is, no water, such as melon seeds, almonds, walnuts, cashews).
. Fresh fruit juice
is mainly targeted at summer juice.
The market analysis of the fourth part
. Situation analysis:
The Shan Campus is located in the outskirts of Changsha, the geographical location is relatively remote, the information is relatively blocked. Essence At the same time, there are hundreds of teachers in the Shan Shan Campus, with nearly 10,000 students. Teachers and students are extremely inconvenient to eat fruits. There is huge potential for business opportunities on campus.
. The target market
The student consumer group occupies a large proportion. There are currently few schools that have founded fruit stores in colleges and universities. There are huge market share and good prospects.
. The market analysis of special projects
(1) Fresh fruits:
did not have a fruit shop on the campus. There is no place to buy fruit in the inside and outside, and our fruit shop is to make up for this vacancy.
(2) Fresh fruit juice:
The Changsha is located in the subtropical region. The summer temperature is as high as 40 degrees. The majority of teachers and students urgently need to cool down drinks. Eating health, high nutritional value, from huge commercial potential.
. The analysis of the seasonal fruit market
Teval fruit is the fruit that is rich in season
Spring: dry cough, sputum, eat pear, dry and eat bananas. Prevention and treatment of apples
Summer: Watermelon peach, Lizi apricot cherry grape
autumn: Beltic Zong-Dr. Pear Dr. First Medicine-Apple Sweet and delicious --板栗维C之王--猕猴桃rn 　　天堂之果--橄榄酸甜适中--柚子长寿食品----山楂维生素丸--大枣rn 　　冬季:冬枣、冬桃、 Winter apricot, winter apple
(Fruit market survey form, see the appendix in the survey of college students)
The fifth part of the operation mode
. Internal operation mode
The four major functional departments of the Ministry of Finance, Planning Department, Export Department, and Operation Center.
The Ministry of Finance: Zeng Jun, responsible for checking income and expenditure.
Planning department: All clerks, investigating the market, counting the sales of products, have a very keen vision: good insights and grasping sales hotspots.
The export department: All clerks, for some students, sell delivery when the clerk is convenient.
Operation center:
(A) Advertising department: Zhong Sheng and Jin Guanghong are mainly responsible for publicity.
(b) issuance department: Zhang Wen is responsible for in -campus orders, contact consumers
(c) Service and business department: Zeng Jun 1 person is responsible for the return of merchants and consumers.
. External operation mode
(1) "Happy Taobao" opens the market to laid the foundation for the operation of the later storefront, and stabilizes the sales market.
The specific operation is as follows:
The early stage:
A. Strengthen publicity in school.
B. Contact with suppliers, choose low prices, high credit, and guarantee fruit wholesalers.
Plip operation:
A. Every weekend, the person in charge investigates the supply market, deletes the goods, produces the goods, and starts the operation of a new round of sales models on Monday.
B. Consumers can directly go to our store to buy the required goods, and inform the store in the form of mobile phone text messages, or telephones. The store is delivered to consumers in the shortest time.
Make method: The quality of the cargo is paid without the quality of the goods.
In later: Consumer records, if you buy a total of 288, you can become a VIP member, and give a small gift at the same time. And return visits to members, and improve product types and service methods that consumers are interested in consumers in the form of questionnaires.
. E -commerce application
(1) Use campus leaflet publicity
(2) Use the internal network promotion
(3) Use on -site service promotion
(4) Use it to use Market survey and publicity
(5) Use QQ publicity
The sixth marketing plan
according to the current stage of "College Student Life and Consumption", the special positioning of our store, and the current status of market demand should be Divide the work of market promotion into the following steps:
1. Market surveys, tap market space, insight into market demand, and formulate a set of marketing strategies suitable for college students.
2. For marketing, to maximize the market, contact consumers, and contacted suppliers, choose and determine the business model and development strategy that is most suitable for our store content, collect and accumulate a wide range of markets Information and information.
3. Work content, development of work direction-on-door consumers, various bedrooms, office sites, sports places and other consumer venues. Maximum the store must be allowed to appear in the corresponding consumer demanders, expanding the popularity of propaganda and advertising surfaces, as well as the popularity of consumer groups.
The seventh competitors analysis
Is existing competitors: 4 stores and several mobile booths outside the campus.
Our advantage:
1. On the campus, close to the consumer group.
2. Free delivery.
3. Time can last until 10pm.
4. The sales variety is complete.
Our disadvantage: The initial popularity is small, and students are unsure in class and cannot be opened in time during the day.
The store advantage outside the campus: can be continued during the day.
The shop disadvantage of various stores outside the campus:
1. Far away from the consumer group.
2. It cannot be opened at night.
3. Sales are single.
The comprehensive analysis: There are no stores in the campus, there are a large number of college students, and we have a huge market. And our store is close to the school's student life. In the early stage, we focused on their own brands, won praise from the students of our school, opened their popularity, our vision: Through this store, while gaining profit, the healthy life of college students and quality life can be better reflected.
The eighth part of the financial analysis
. Calculation instructions for each cost in cost:
(1) Fruit cost cost (about 5,000 thousand yuan)
(2) Preliminary facade decoration cost ( About 4,000 yuan)
(3) Fruit freight is expected (neglect)
(4) Store promotion costs are expected to be 200 yuan, poster, leaflets, campus broadcast, PPT, blackboard, banner forms publicity.
(5) Buy counter, table, decoration, decoration of about 1200 yuan
(6) The total funds for starting 13,000.
. Profit method:
(1) daily income (that is, the daily sales of the store).
(2) Schools, departments, and classes of class meetings, need to order some fruits and dry goods.
(3) Apply for points cards to attract new and old customers to buy.
(4) Delivery to the door.
. Investment risk and control
(1) Start funds turnover in the early stage.
(2) The capital return cycle is uncertain.
(3) The market size is not large, but competition is fierce.
(4) Fruits must meet the needs of consumers, involving too wide.
(5) If the investment is not large, it is unlikely to be extremely high in each period. We often hear many people say that the fruit industry needs half a year to make a profit or see victory or defeat.
(6) Different types of fruits have more uncertainty, and the brand and market cultivation has been cultivated for a long time. Even after market research, there are many variables obtained. The gap between the discovery and imagination in the actual operation process is very large, so investment risk is great.
(7) The freshness period of fruit products is short, and the loss is large during sales.
(8) Risk control:
1. In the early stage, a small amount of goods, tentative markets.
2. It can be promoted during the off -season.
3. Promotion can be promoted frequently.
. Use scientific methods to extend the shelf life of the fruit.
4. Share allocation
1. Investment: how much investment, the average allocation.
2. Dividend dividends: how many average distribution of profit.
The development direction of the ninth part
Pre -stage: Due to the new opening of this fruit store, the perfect competition pressure has not been improved in all aspects. Several different sales methods
1. Selling a different kind of fruits at a certain price, allowing alumni to taste various fresh seasonal fruits.
. After three years of closed education in high school, and the university life model, we have summarized the sales method of zero sales. We support some single fruits for a single sales. This to the greatest extent allows alumni to taste real fresh fruits, which also meets the consumption model of our students.
. Propaganda and activities. After the store is opened, we will organize some classes to conduct questionnaires to collect some valuable opinions. Make alumni to the greatest extent. I believe that our united team can always adhere to faith in the face of a difficult working environment at the beginning of everything. Create a convincing school fruit shop.
In mid -term: Over time, the inevitable development of things, I am convinced that we have won the support and recognition of most of the alumni of the college, and we will also launch more perfect and more user -friendly services. For example, we can consider the delivery of fruits to come to each bedroom. Let the alumni consumption enjoy the real convenience, the real minimum consumption, and the highest enjoyment. Create the top fruit shop in Hunan Vocational and Technical College.
later: With the accumulation of experience in our team and the product of time settled, we have become the top collective of a fruit industry, creating our own set of sales methods, which truly achieves the convenience of teachers and students, for the public Service fruit shop. In real time, we will expand our fruit store scale to open branches near other universities. Really walk out of the campus and compete with various business talents in the society.
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