Marketing planning scheme of fruit supermarket!

Steps? Planning purpose

Alumni fruit supermarket has no systematic and complete marketing plan because of its short business hours. Therefore, it is necessary to analyze the market situation, competition situation and macro-market environment according to the market characteristics, and formulate a feasible marketing plan, so as to effectively prevent and resolve the business risks of supermarkets, expand the market influence and sales scope of supermarkets, improve the turnover and profit rate of supermarkets, and plan the short-term and long-term development goals of supermarkets on this basis, and finally realize the development model of a virtuous circle of supermarkets.

02

Steps? Market environment analysis

2. 1. 1 macro market environment analysis

With the development of society, especially the rapid economic development in China in recent years, people's living standards have been significantly improved. The life of contemporary college students has also been significantly improved, and the accelerated pace of life makes their requirements for quality of life increasingly improved. Our market survey in this area shows that more than 80% of college students think that fruit is as essential as rice flour every day.

② The number of large fruit shops near the school is limited, and the street vendors are not honest enough. In the questionnaire survey, we found that about 60% students are skeptical about the honest operation of roadside mobile stalls. The large supermarket in the city center is far from the school, so the current market supply is far from meeting the needs of college students. This provides a good opportunity for the development of this supermarket.

2. 1.2 Analysis of college students' consumption behavior

① Consumer behavior is a dynamic interactive process among emotion, cognition, behavior and environmental factors. As a special consumer group, college students' consumption psychology has its own characteristics and laws of psychological development. Although they are not yet independent economically, they have independent purchasing power. The quality and price of goods or services are the most important factors that most students consider when they consume, and they pursue high quality and low price. Affordability is still the most important factor for college students to consider. In the selection criteria of various products, "moderate price" is always one of the primary factors for college students to consider.

② In proportion, the consumption structure of college students is: diet, shopping, love, communication, etc. The main components of college students' living consumption should be living expenses and purchasing study materials and supplies. In the cost of living, food cost is the most important, and more than 80% of college students think that fruit is an indispensable part of diet.

College students' consumption is an important part of social consumption. Under the influence of consumption concept, lifestyle and fashion in modern society, their consumption psychology and consumption behavior often interact with each other, forming a unique group consumption psychological feature. College students' consumption is prone to tidal phenomenon, that is, a new thing and brand will suddenly peak at a certain node in the college students' market. Its root lies in college students' highly consistent sense of group identity and the popularity of collective life and communication, especially the Internet, which makes the information transmission between college students highly concentrated. Therefore, we must pay attention to all the details in the operation of the supermarket in order to achieve good word-of-mouth publicity. Prevent the news that is not conducive to the development of this supermarket from circulating among students.

It is precisely because of these special consumption characteristics of college students that the marketing plan of this supermarket is provided with a basis.

2.2 Micro-market environment analysis

2.2. 1 competitive environment analysis

① Large supermarkets: There are two or three large supermarkets near Jiangxi Vocational College of Mechanical and Electrical Technology, but there is no professional fruit supermarket. According to the data we obtained in the questionnaire, about 60.8% students choose to buy fruit in the supermarket. Judging from the feedback information, the advantages of this supermarket are large purchase volume, low purchase cost and complete product categories, which can realize one-stop purchase, save time and cost, have a better shopping environment and ensure the quality and quantity of products. However, due to the large scale of the supermarket, it has expanded the cost while providing better service, making the fruit price of this supermarket comparable to that of alumni.

2. Mobile stalls: It is characterized by strong mobility and can push fruit carts on campus. Because there is no rental cost, its price may be lower. Its disadvantage is that tourists and small-selling fruits are often short of two pounds and shoddy. At the same time, its shopping environment, products and services are not guaranteed, and customers have no choice. In the survey, 79% students are unwilling to buy fruit at mobile stalls.

Job analysis

2.2.2. 1 Advantages: Compared with other fruit outlets, Alumni Fruit Supermarket has obvious advantages. It meets the consumption needs of students for shopping nearby, low-cost shopping and honest shopping. The specific analysis is as follows:

Internal:

The superior location advantage meets the convenience needs of students in shopping.

(2) Alumni fruit supermarket is rich in fruit categories and excellent in fruit quality;

The weighing instrument is accurate and will not be short of weight;

The price is slightly lower than that of supermarkets such as Dafa and Xinlong, and the simple shopping procedure attracts a certain number of student customers.

(4) Because students often print or copy their study materials in their daily study and life, supermarkets provide low-cost typing and copying services, attracting a large number of students, so students may buy fruits by the way. In the survey, 65% of the students went to this supermarket for the first time because of copying materials, not buying fruit.

External:

Fruit shops have great flexibility in sales and operation, can adapt to market changes well, and have strong ability to prevent and resolve business risks.

② There are fewer professional fruit shops near the school, and the competition pressure is less.

In recent years, the concept of healthy eating promoted by the media has been deeply rooted in people's hearts. In the survey, most students think that fruit is indispensable in life. Especially among the girls surveyed, they all think that fruit has the function of beauty and beauty, which helps to shape a good figure. Therefore, a large part of them are long-term loyal customers and spend a large proportion of money on fruits every month.

2.2.2.2's disadvantages:

Internal:

① The storage and preservation of fruits is a problem that cannot be ignored. Due to the lack of initial cost and limited refrigeration and preservation equipment, some perishable fruits can not be effectively preserved, so they have to be treated at a low price after the quality is reduced, which reduces the profit rate; The fixed cost of supermarket operation is at a disadvantage compared with mobile stalls in commodity pricing because of the high cost of store rent, staff salary, equipment investment and management expenditure.

② In the survey, about 67% students think that the layout of alumni fruit supermarket is messy and the air quality of the supermarket is poor, which seriously affects the shopping mood.

(3) Compared with other supermarkets, there is no systematic and effective way to transmit sales information. For example, when a certain commodity is reduced in price, it is not well reflected outside the store.

(4) Because the operation time of the supermarket is still short, the management mode is immature, and the division of labor among employees is not clear. During the peak period of study and shopping, there is often a phenomenon of getting together in supermarkets. At the same time, due to the lack of effective supervision, students may damage the fruit when selecting it.

External:

① The purchased fruits are not well packaged, and at the same time, due to the immature domestic logistics preservation technology, there are some problems in the transportation, preservation and sales process, which leads to some fruits going bad and rotting, and cannot be sold.

(2) The dishonest management of some fruit vendors has cast a shadow on students' hearts and affected their confidence in buying. At the same time, food safety incidents have been high this year, such as the "maggot orange" incident reported by the media recently, which has seriously affected the sales of oranges.

The mobile sales booths around the school can provide students with a flexible bargaining environment and provide more satisfactory services under other similar conditions.

2.2.2.3 Opportunity

Internal:

(1) By analyzing the market expectation and accurately forecasting the sales volume, the inventory can be effectively reduced, and the increased cost due to fruit deterioration can be reduced.

② Through analysis, we found that the alumni fruit supermarket has stable sales volume, large purchase volume and great flexibility of fruit wholesale price, which can improve the cooperative relationship with upstream fruit suppliers, enhance the bargaining power and reduce the purchase cost while ensuring the provision of high-quality goods.

In the questionnaire survey, many students mentioned that the shopping environment in this supermarket is poor and the goods are messy. Therefore, we improved the shopping environment and service attitude to enhance the image of the store, thus improving the sales performance.

External:

① Because supermarkets have obvious advantages in location and professional management, it can be seen from the previous market scale survey that there is still a huge potential market. If we pay attention to improving management, we will definitely increase our market share effectively.

② At present, there is no fruit shop on campus, so a fruit delivery window can be set up on campus. This convenient sales network can quickly occupy the college students' market and grow.

(3) Due to the particularity of the school market, stores can sponsor public activities of the school, such as basketball games, sports meetings and other large-scale activities, in order to achieve the purpose of extensive publicity and improve visibility.

2.2.2.4 threatened.

Internal:

① The store area is limited. If you need to expand the business scale in the future, you may face the situation that expansion is blocked.

(2) Stores lack sufficient fruit preservation equipment and other distribution channels. If the school recently prohibits students from traveling by administrative order, the sales volume may drop sharply, and a large number of fruits will be hoarded, which will deteriorate and rot because they cannot be sold in time, causing huge losses.

The unclear division of labor in the store may make consumers unable to get services in time and buy fruits elsewhere.

External:

(1) supermarkets such as Dafa may expand fruit business, improve fruit varieties and lower fruit sales prices through a large amount of upfront capital investment to compete with this supermarket.

Off-campus mobile stalls occupy a large part of the market share. If they improve their management and increase the variety of fruits, it will have a great impact on the sales of this supermarket.

③ At present, the fruit sales in the campus of Jiangxi Vocational College of Mechanical and Electrical Technology is still a blank field. If a new dealer enters the school supermarket, it will have a very serious impact on the sales of this supermarket.

④ At present, the production technology of freshly squeezed fruit juice is constantly improving and perfecting, and the price is slightly higher because the technology is still immature. Once the cost is reduced, the price can be generally accepted by students, and it is believed that the sales of fresh fruit will be challenged. Because in the survey, we found that many girls don't buy fruit for eating, but most of them process fruit into juice for skin care or other purposes.

03

Step marketing strategy

3. 1 marketing objectives

3. 1. 1 short-term goals

Strengthen publicity in the target market, establish a good brand image, constantly optimize the business model, improve the efficiency of fruit preservation, improve the supermarket shopping environment and the problems revealed by the questionnaire survey, and optimize the supermarket management.

3. 1.2 Long-term goals

Expand the scale of operation, reduce operating costs, seize the market share of Tesco and mobile stalls, and strive to increase the annual turnover from the current 800,000 to 6,543.8+0,000 yuan, and the profit rate from the current 654.38+02% to 654.38+05%.

3.2 Marketing strategy

3.2. 1 market segmentation

The fruit consumption places around the school generally include two forms: store operation and no store operation. Among them, some shops mainly provide all-round high-quality fruit sales, and their price level is relatively high, which has a certain market share; The mode of no-store operation is mainly mobile stalls, which are low in price and flexible, occupying more than 50% of the student fruit consumption market.

3.2.2 Target Market Selection

After two days of statistics on supermarket customers, we found that 98% of the customers are students or faculty members. At the same time, the layout of the supermarket also determines that it is aimed at school consumer groups.

3.2.3 product strategy

Ensure to provide high-quality fresh products, and occasionally introduce a small number of special rare fruit products.

The most fundamental reason why a store can survive and develop is to have good products. No matter how clever the business strategy is and how powerful the marketing means are, the balance in consumers' minds is fair to every store, and consumers' eyes are discerning.

Moreover, the freshness is the most important thing for fruits, so supermarkets should make market forecasts and reduce the storage time of fruits on the basis of ensuring supply. At the same time, seasonal fruits should be given priority to, supplemented by non-seasonal "rare" fruits.

3.2.4 Price strategy

(1) When the short-term goal has not been achieved, the price is set at a lower price by using the penetration pricing method, with the goal of obtaining the highest sales volume and the largest market share, so as to achieve the goal of quickly occupying the market.

(2) As a product with large seasonal demand, the price of fruit should change with the demand of consumers. Therefore, when the product reaches the mature stage, the demand price elastic pricing method should be adopted.

(3) Adjust the price according to the freshness of the fruit. The fruit market is almost completely competitive, and the pricing should be flexible.

④ Keep abreast of the price strategies of other businesses as your own reference.

3.2.5 Channel strategy

Supply channel

This supermarket has a stable sales volume and a large purchase volume. At the same time, the wholesale price of fruit is flexible. We should focus on improving the cooperative relationship with upstream fruit suppliers, enhancing the bargaining power, and reducing the procurement cost while ensuring the provision of high-quality goods.

3.2.5.2 sales channel

Improve the store's current business model, improve service efficiency, and recruit 2 resident employees according to the store's current situation. Enhance the image of the store, close the relationship with consumers, and strive to make consumers establish a stable purchase intention.

3.2.5.3 information channel

(1) Publish information such as fruit category and price through reasonable channels (such as making large-scale inkjet outside the store).

(2) Add a suggestion book in the store to encourage consumers to write down their opinions and suggestions on products, services or other aspects through prizes, so as to collect feedback information from consumers.

(3) Get the market trends in time through Internet, TV, newspapers and other media, better understand the consumer demand, and provide guidance for making market expectation analysis; ?

3.2.6 Promotion Strategy

Poster publicity: publicize the price of some seasonal fruits with price advantages and product advantages on the posters outside the store, or post posters on campus. Its main function is to promote the brand and enhance the image.

(2) Beyond the conventional counter-market promotion: appeal to the selling points of some unsightly products, tell consumers that these fruits taste good and taste refreshing, and highlight the advantages of fruits, thus shifting consumers' eyes to the good side. Then let consumers taste it for free and feel the quality of the product for themselves. This can achieve better promotion effect.

③ Cultural promotion: Various traditional and simple promotion methods have failed to attract people's attention, and cultural promotion, which is rich in cultural factors and can meet the needs of economic development and cultural life, has become active. Cleverly playing the cultural brand, giving each product a name with flavor, giving the product culture and enhancing the legendary color by digging the background, thus supporting the reason why the product sells at a high price, making consumers willing to pursue its connotation and inclined to buy products, thus achieving the real promotion purpose.

(4) In-store publicity: You can paint the walls of the store with the theme of healthy and reasonable eating habits. At the same time, according to the different seasons, the advantages of fruits in this season are emphasized to increase consumers' subconscious recognition of fruit consumption. In particular, it is necessary to emphasize the beauty and weight loss function of fruits in order to attract female consumers to buy them.

⑤ A variety of promotion methods are used together: products are sold in various ways, such as price promotion, personnel promotion, public-private relationship promotion, etc., so as to quickly penetrate the campus and win the hearts of the people, grasp the students' consumption psychology, and achieve better sales results.

⑥ Publicity in special periods: such as Teachers' Day, Mid-Autumn Festival, National Day, Christmas and other periods, according to the specific market demand, to seize the holiday market.

⑦ Joining promotion: As it is found in the survey that many students go to this supermarket to print materials for the first time, improving the copying service will attract more students, thus expanding the influence of the supermarket.

04

Step feature service

① Give customers a brand-new safe, quality-guaranteed and low-cost place to consume: 22.5% customers choose to go to supermarkets such as Dafa to buy fruits. Apart from seeing fruit discounts when buying other goods, the other biggest reason is that the fruits in this supermarket can reassure consumers in terms of product appearance, product quality and weight. Moreover, the open self-selection method can give customers more choices. For our alumni fruit supermarket, all products can be sold after cleaning, grading, sorting and packaging, which can completely give customers more psychological satisfaction.

(2) Unique guiding consumption: Now customers choose fruit consumption completely according to their own tastes and preferences, ignoring the characteristics of the fruit itself and the people suitable for eating. Through the investigation of many consumers, it is found that almost no one can tell the characteristics of pineapple and the people who are suitable for eating, and what fruits patients with liver disease and stomach disease should eat and what fruits are not suitable for eating. This shows that everyone is blind in consuming fruit. Without common sense of fruit consumption, it will lead to misunderstanding of sending bananas to diabetic patients with kindness. And ours can teach you how to consume and eat fruit reasonably. In this regard, we put up posters in the store to introduce the characteristics of each fruit, the people suitable for eating, and the identification method of good or bad grades to guide everyone to consume healthily.

(3) Provide a variety of services for different consumer groups: Fruit consumers are generally divided into two types: self-use and gift-giving. In view of the psychological and packaging needs of people visiting gifts during festivals or holidays, we will specially design some packaging combinations with different capacities, which can be folded or combined to provide compensation for consumers. Customers can buy fruits in any combination. If you need a packaging box after purchase, you can get the packaging box in the store by paying a certain packaging fee. In this way, consumers can not only understand the consumption, but also avoid the expensive gift packaging of fruits from other businesses and ensure the quality.

④ Dig deeper into the characteristics of fruits and other needs of consumers: With the increase of people's income, more consumers start to drink freshly squeezed juice, and many female consumers also need freshly squeezed juice for beauty. In view of consumers' demand in this respect, our fruit supermarket will have a free juicer for customers to use. After customers buy fruits in our shop, they can use the water source to clean the fruits for free, and use the juicer to squeeze the fruits into juice. In terms of hygiene, every time the customer uses the juicer, the staff will sterilize the machine and then put it in the disinfection cabinet to ensure hygiene.

05

Step supervision and implementation

Supervision: explain and analyze the whole planning scheme in detail, and entrust the supermarket administrator to supervise the whole implementation process. Refine each goal and task, write it into the schedule, regularly check the completion, and propose improvement measures to better achieve the expected goals. Please contact us in time if there are any problems in the implementation.

Implementation plan:

(1) Campus publicity activities (every year when freshmen enter school: one week)

② Distribution of leaflets: 65,438+0,000 leaflets were printed to increase publicity.

③ Posters: color posters printed on B2 paper.

④ Image display board: 3 * 4m outdoor image banner with albino cloth.

⑤ Sponsorship activities: organize an activity in cooperation with campus organizations at the beginning of each semester to enhance the popularity of alumni fruit supermarket.

Personnel recruitment: hire a full-time service personnel, provided that the other party is interested and willing to engage in the industry; Hire a professional fruit teacher as a resident representative to provide consulting services for students' purchase and fruit promotion.

06

Step cost budget

Shop decoration and equipment display equipment (1000), juicer (500), various electrical appliances (500)

In-store air purification equipment 500

Personnel remuneration (visiting dormitory, distributing leaflets) 300

Printing expenses (leaflets, posters, image display boards, opinions) 100+200+300+ 10.

Sponsorship activities 1000

Total 44 10

07

Appendix to Steps: Questionnaire of Alumni Fruit Supermarket

Thank you for participating in this questionnaire survey. Your opinion is very important for us to continuously improve our service. Thanks for your support.

1. Your gender:

A man? B female

2. How many times do you buy fruit a week on average:

Once? B twice? C three times? D four times or more.

How much do you spend on fruit every week?

Answer? 5 yuan and below B 5- 10 yuan C 10- 15 yuan? d？ 15 yuan and above

4. Where do you usually buy fruit?

? Answer? Everybody send it? b？ Alumni fruit? c？ Mobile booth d? other

4. The most important factor for you to go to the supermarket chosen in the above questions is:

A fruit quality? B is it cheap? C complete varieties? D convenient? E others

5. If you had a choice, you would buy:

Answer? High-priced high-quality fruit? B low-priced and low-quality fruit.

6. Do you know the characteristics of various fruits and the people suitable for eating?

Do you understand? B don't understand.

7. How to treat the completeness of fruit categories in alumni supermarket?

A very complete one? b？ Generally, C is incomplete.

8. Do you often buy rare fruits?

Often? b？ Occasionally c never

9. The main reason why you buy fruit:

A eat b beauty c give it to friends? Healthy diet demand

10. What do you think of the service attitude of alumni supermarket?

A ok? b？ Generally, C is very poor.

1 1. What do you think of the shopping environment of the alumni supermarket?

A ok? b？ Generally, C is very poor.

12. If you didn't buy fruit in this supermarket, where would you choose? What is the main reason?

Does it help you to see here?