What is the market positioning and market choice of Bright Milk?

High-end products include Guangming, Yili, Mengniu and Sanlu, mainly in supermarkets and larger stores, and Sanlu's Bai Le bag is the best. But on the whole, these products are expensive and not our main competitors. Our real competitors are local Sanjing Heyou, but their packaging is rough and the price is 1 yuan/bag, so there is no systematic promotion activity. But Sanjing is a 20-year-old brand with old customers and good friends. It is a new product in recent years.

2. Channel

Through visits to department stores, convenience stores and roadside stores, we learned that Mitsui and his friends have been doing business with these stores for many years and have high loyalty, but they also complained that because the shelf life is 3-5 days and they don't return goods, their profits are low and they are easy to cause losses. But on the whole, they refuse new products. Because of the negative influence of Tian Zi in the market, they have distrust, but a small number of them are willing to try to sell on credit.

At the same time, we also conducted a survey of consumers. Through in-depth communication in the community, a few consumers have a lot of complaints about Tian Zi, but as long as the quality and efficiency can be guaranteed; The other part is not interested in Tian Zi. Generally speaking, consumers show great interest in hygiene and the ability to deliver milk to their homes.

Step 3 promote

The promotion activities of high-end products in mainstream channels are uninterrupted, and most of them are conventional ways of buying and giving, while the real competitors and friends in Tian Zi have no obvious promotion activities.

Situation analysis

Advantages: Tian Zi's packaging is novel and designed by a professional design company; Its main products are a large number of yogurt, 250 grams of packaging; The price is 0. 1 yuan lower than that of the same kind; At the same time, it has strong technical support and expert guidance from Zhengzhou Animal Husbandry College; Determine the fist products and locate them accurately; Tian Zi has certain cognition in the minds of channels and consumers.

Disadvantages: Due to product quality and market management, Tian Zi has declined, which has caused negative impacts on both distributors and consumers to varying degrees.

Opportunity: there is no systematic marketing activity for similar products in the market, and competing products in the same city have not formed a strong brand. Tian Zi can break through the tradition and beat its competitors in marketing.

Threat: looking for opportunities in the cracks. Yili and Bailebao, high-end products under Sanlu, engage in some promotional activities intermittently. Because of its high brand awareness and long shelf life (one month), it will have a certain impact on the listing in Tian Zi. If Sanjing and friends, low-end products, improve their promotion efforts, and provide better services for distributors, Tian Zi will not be able to make a difference in the channel.

Marketing is a systematic project. Through investigation and market analysis, we believe that if we want to go public successfully, we need to take the lead when our competitors are still awake. We can do better where our competitors can't. Only by being more pragmatic in marketing strategy and faster in tactical application can we have the opportunity to occupy the market and successfully go public.

Marketing strategy is one step ahead.

Tactics serve the strategy, and the success of the market lies in the excellent performance of each tactic, and the success of each tactic serves the strategic intention of the whole market. Marketing strategy is the method to guide every tactical application. According to the principle of adjusting measures to local conditions, we should adopt more effective marketing implementation plans to seize the opportunities and occupy the market. We have taken a series of steps for Tian Zi to go public, break through the tight encirclement, establish a brand and occupy the market:

First, build the terminal and warm up the market.

At the beginning of Tian Zi's re-listing, we realized that the same product was a terminal under construction, and the terminal was built with a terminal. After they push the products to the terminal, they seldom carry out post-management and maintenance, but only have a position at the terminal. For terminals, there is only such a product. We put forward the idea of building a terminal. We should not only own the terminal, but also constantly transform the terminal to make it a strong terminal, and make Tian Zi a favorite product of dealers and a product that can bring them sales pleasure. The difference between establishment and construction is a thousand miles away.

Everyone has the psychology of following the trend. For most dealers, they are also eager to sell good products. How to make Tian Zi the target pursued by dealers?

By building a Tian Zi milk brand store in a small area, it can serve as a model for other end customers.

Therefore, Tian Zi Milk divides the whole urban area into 12 communities, and each community has a business representative. At the same time, the recruited 20 marketing representatives are divided into five groups to carry out marketing activities according to the needs of each region, and the business representatives apply for the assistance of the promotion group.

There are hundreds of small shops in every area. How do these unwilling businesses purchase goods and finally sell them?

A, we ask the business representatives to distribute the goods in their respective regions as far as possible, collect cash, and guarantee that if they are not sold out every day, they will replace them with new ones and ensure the quality.

B, within one week of product launch, each region must choose three key stores.

C, in these three positions, we must choose a business that can work closely with us, and we will focus on supporting it.

Through the first week's delivery, although 50% of the shops did not accept our products, on the whole, our marketing work was carried out as planned.

3 ~ 5 brand stores should be built in each small area to form influence and drive other small businesses. With the help of the marketing team, our store construction work is proceeding in an orderly way.

The first step in opening a shop is publicity. Our promotional materials include banners, exhibition boards, advertising inkjet and DM publicity. The content is as follows:

Banner: Tian Zi milk, sell three get one free; Tian Zi milk, new products on the market, free to taste!

Exhibition board: the first piece, enterprise introduction; The second piece, quality and technology introduction; The third piece, variety introduction; The fourth piece, commitment.

Leaflet: Introduce the knowledge of milk and the benefits of drinking Tian Zi.

The second step in opening a shop is promotion. We have made strict requirements on the promotion site, such as the order of publicity materials, the height of banners, the location of booths and so on. In the process of promotion, we also asked promoters, such as dressing the, to keep clean and tidy, not to talk about things unrelated to work, and to be polite when receiving customers.

Through such publicity and promotion, a brand-new image of Tian Zi is presented to consumers. The sales of the brand stores we have chosen are all rising steadily. On average, the daily sales of each store are above 300 yuan, and the highest is over 700 yuan. For a small shop, it means two hours a day with a net profit of 50 ~ 150 yuan. Of course, the shopkeeper is willing to cooperate with us. Under the negotiation with the owner, he changed their store manager to VI, the store manager in Tian Zi, and the whole store was a free billboard.

With the advancement of work, there are 3 ~ 5 such brand stores in each region, and the sales volume is also changing with each passing day. But we found a problem, if there is no promotion, the sales in brand stores will be reduced by 1/3 or even more. After observation, we found that if our promoters don't help the merchants, they just decorate the scene and can't set off the atmosphere.