Three model articles on food network marketing planning scheme

The market competition is becoming increasingly fierce and the means of competition are becoming increasingly diversified. Network is playing an increasingly important role in market competition. Advertising can continuously enhance consumers' confidence and guide consumers' ideas. The proportion of online product marketing is increasing. So how to plan the plan? The following are the contents of three sample articles on food network marketing planning scheme that I have compiled for you. I hope I can help you. Welcome to read!

Food Network Marketing Planning Scheme 1 1. Company Profile

What is the company based on? Walking with green, taking nature as the foundation? For the purpose of the enterprise, we call on people to love and protect nature.

The company mainly produces green products (including green food, green daily necessities and other green series products), and was established in June 2000. Once the product was launched, it was welcomed by the public. Now, the company has established its own brand, and its products sell well all over the country.

Second, the company goals

1. financial target this year (200x), strive to achieve sales revenue 1 100 million yuan, and double the profit from the previous year (reaching 30 million yuan).

2. Expand the marketing target market coverage to the international market and strive to build an international brand.

Third, marketing strategy.

1, high-income families in the target market.

2. The positioning quality and variety of products, and the outer packaging adopts the 4r strategy of international green packaging.

3. The price is slightly higher than that of similar traditional products.

4. Sales channels are concentrated in big shopping malls with high consumption level in big cities, and the company should establish its own sales channels? Green? Mainly.

5. The ratio of male to female in sales recruitment is 2: 1. We should set up our own training center to train sales staff and adopt the national customer management system.

6. First-class service level shall be established, and the service process shall be standardized and networked.

7. Carry out large-scale, high-density, multi-directional and networked advertising campaign in the pre-advertising. Highlight product characteristics, corporate image, and give consideration to certain medical and environmental protection knowledge.

8. Promotion Promote products on the Internet, provide price concessions on holidays, and urge sales personnel to vigorously promote sales by assessing their sales performance.

9 research and development of green resources, focusing on the development of pollution-free and economical products.

10. Marketing research investigates consumers' selection process and product improvement scheme for such products.

Fourth, network marketing strategy.

After careful planning, the company registered two international domain for the first time and established China? Walking with green? Station, in the website, comprehensively introduce the company's sales products, business and services, and introduce various products in detail. Then gradually registered in search engines such as Sohu, Yahoo, etc., with online advertisements as the main part, supplemented by newspapers, television, radio and print advertisements, expanding the influence in the country, and combining with online communication, increasing the friendship connection of comprehensive websites all over the country.

Verb (abbreviation of verb) customer service of network marketing

By implementing interactive marketing strategy, we can provide satisfactory customer service. The main tools are e-mail, e-forum, FAQ, etc.

Six, management:

(a), the implementation of internet marketing strategy:

A good development strategy is formulated, and then a feasible promotion plan is needed to ensure its implementation. We can follow the following steps:

1. Determine the responsible department, personnel, functions and marketing budget;

Network marketing belongs to marketing work, which is generally the responsibility of the marketing department and works under the leadership of the deputy general manager of marketing. Generally, a special department or working group should be set up, and its members are composed of network marketers and network technicians. Even if streamlining is considered at the beginning of the work, there must be someone who is in charge. The initial work of investigation, planning, coordination and organization is heavy, and it is difficult to ensure the completion of the work by taking part-time jobs.

2. The responsibilities of full-time network marketers should include:

(1) Synthesize the opinions of all departments of the company, formulate the website construction plan and take the lead in implementing the website construction.

(2) Daily maintenance, supervision and management of the website.

(3) The formulation and implementation of the website promotion plan.

(4) Online feedback information management.

(5) Independent network marketing activities.

(6) Implementing online marketing support for other departments of the company.

(7) Collect and manage online information resources to provide guidance for the application of the company's network resources.

3. We will make sure to save the online marketing expenses as much as possible, but we still need to estimate the possible investment. Our marketing budget mainly comes from:

(1) personnel salary

(2) Hardware cost: such as adding computers.

(3) Software expenses: such as space rental, webpage production, webpage program development, database development, etc.

(4) Others: Internet access fees, network advertising fees, etc.

(2) Synthesize the opinions of various departments and build an interactive platform for websites.

As the main carrier of online marketing, the company website directly affects the level of online marketing. At the same time, the website is not only a marketing function, but also includes corporate image display, customer service, company management and cultural construction, cooperative enterprise communication and other functions. Only by collecting opinions from all aspects of the company can we gradually establish a website platform that meets the requirements.

When building a website, we should pay attention to the following functions:

(1) Rich in information: the lack of information is a common problem of company websites at present;

(2) Moderate unity of aesthetics and practicality: giving priority to practicality and giving consideration to visual effects;

(3) Powerful functions: Only with corresponding functions can we meet the requirements of all departments of the company.

(4) the humanization of the website: from the customer's point of view rather than taking the enterprise as the center.

(5) Interactive function: strive to increase the opportunities for visitors to participate and realize online interaction.

(3) Develop and implement the website promotion plan.

Have a good website platform, and then implement website promotion. The process of website promotion is also the process of brand and product promotion.

1. The factors that should be considered when making a website promotion plan are:

(1) the range of potential users of our products;

(2) Identify the characteristics of end users, purchasing decision makers and purchasing influencers of our products, and their online habits;

(3) Who should be promoted mainly?

(4) How can it be promoted?

(5) Whether and how to use traditional media;

(6) What sales promotion methods do our competitors have?

(7) How to keep the publicity cost low.

Food Network Marketing Planning Scheme 2 I. Analysis of Marketing Environment

1. Constraints in the marketing environment

(1). The market scale is limited and the competitive pressure is rising.

(2) The price increase space is getting smaller and smaller.

(3) Consumer psychology is relatively unstable.

(4) The frozen food industry is relatively immature.

Compared with developed countries, the development of quick-frozen food market in China is still immature. First, there are not many kinds of quick-frozen foods. Second, enterprises do not promote their products in marketing, which leads to a relatively high market share of regional brands. Thirdly, due to the characteristics of quick-frozen food itself, it is not conducive to long-distance transportation, so there are still some problems in the sales channels of products.

2. Favorable factors in the marketing environment

(1). Develop the market scale.

Due to the improvement of living standards and the busy daily work, the frozen food market has developed rapidly in recent years. Especially with the development of the central and western regions, the market of quick-frozen food in China will become larger and larger, and the demand for food nutrition is the market advantage of quick-frozen food.

(2) Pursuing high quality and diversification of food consumption.

While the consumption of quick-frozen food continues to increase, the variety of food also shows a trend of diversified development. New varieties are constantly introduced and are well received by consumers. Consumers will try to choose some new products when buying food. For new products, they can seize the opportunity, win the trust of consumers and win the market. On this basis, consumer loyalty to the brand will be established.

(3) Authentic brand

Traditional brands have a good influence in people's minds.

3. Problems in the current quick-frozen food market

(1). The variety of colors is relatively single, and consumers have little choice in the market.

(2) There are many brands in the market, and consumers' cognition of brands is vague. In particular, a large number of consumers lack a unified and correct understanding of whether frozen food is authentic or not, which is reflected in the questionnaire.

(3) The production technology level is not high, resulting in the taste of the product can not meet the needs of consumers.

(4) The nutritional content of the product is not high, which can not meet the nutritional needs of consumers.

(5) Poor packaging, lack of unified planning, can not arouse consumers' interest in buying, and is not conducive to the long-term preservation of products.

4. Micro-factors affecting marketing

(1). Equipment and facilities.

It is planned to lease a food processing site with superior conditions in the outer suburbs (or absorb it as a partner), open a production and processing workshop, and purchase advanced food processing equipment (such as ovens, quick-frozen cold storage, cold storage, etc.). ) and packaging and transportation equipment, and strive to realize the mechanization of food processing and packaging.

(2). Production organization plan.

Set up technical team to conduct product research and technical inspection, formulate product production plan and product development plan, determine product structure and product line, put forward opinions on equipment procurement and workshop equipment, and be responsible for staff technical training.

(3). Product sales plan.

Product sales are mainly in Ningbo market. The sales network is mainly supermarkets and shopping malls, and restaurants and branches have special counters. It is planned to recruit marketing professionals, set up a marketing team, sort and queue the catering foods that have been decided to be put in, and determine the product marketing strategy of the enterprise according to the conditions of raw material supply, production scale, market demand, product quality and economic benefits.

(4). The relationship between enterprises and suppliers

In the collection of raw materials, enterprises must establish a good cooperative relationship with suppliers, demanding high-quality and low-cost raw materials and stable supply channels.

Two. Consumer analysis

(1). The staple food purchased increases, while the staple food processed at home decreases.

(2) The quick-frozen food on the market is mainly pasta.

(3) When consumers choose, most of them choose bagged food. But in the actual purchase, according to our actual survey data, about 80% consumers choose bulk food.

(4) Due to the increasing development of the consumer market of quick-frozen food, the variety of products is rich, and the choices of consumers are increasing, and the attention to food taste is particularly obvious.

(5) In the actual purchase behavior, consumers are mostly middle-aged women aged 365 and 438+0-40, accounting for about 40%. Several aspects that consumers value when choosing brand frozen food (data is percentage).

Food Network Marketing Planning Scheme 3 I. Preface

Snack food is actually a kind of fast-moving consumer goods, and it is the food that people eat when they have a rest. The most appropriate explanation is food. The main categories are: dried fruit, puffed food, candy, meat food and so on. With the improvement of living standards, snack food has always been a favorite food of the broad masses of the people. When you walk into the supermarket, you will see snack foods such as potato chips, French fries, shrimp strips, ice cream, preserved fruit, preserved plum, peanuts, pine nuts, almonds, pistachios, fish fillets, dried meat and spiced fried meat. Snack food is gradually upgrading into a daily necessity consumer goods. With the development of economy and the improvement of consumption level, consumers are increasingly demanding the quantity and quality of snack food.

Two. general survey

(1) Planning purpose

The purpose of this plan is to promote the online store of snack food to win a surprise victory in the increasingly fierce market competition with new foods and different tastes. This scheme plans a new strategic method by analyzing the marketing situation of online store products and combining the advantages and disadvantages of the store. In the current fierce market competition, strive for limited market share and better promote product sales.

(B) Online shop introduction

The leisure food store "Eating Heart and Eating Feelings" was established on September 5th, 20th12nd, and * * * sold over 100 kinds of treasures. Now there are 85 kinds of treasures, with an overall favorable rate of 97.96%. The consumer protection service agreement has been signed and the deposit has been submitted.

(III) Product overview

Hard fruit foods include:

Peanuts, pine nuts, broad beans, almonds, walnuts, pistachios, white melon seeds, sunflower seeds, watermelon seeds, etc. Puffed food includes:

Shrimp strips, potato chips, popcorn, snow cakes, etc.

Jelly preserves include:

Jelly, preserved fruit, peony bark, preserved plum, etc.

Dried meat and bacon include:

Fish fillets, pork floss, beef jerky, dried pork, chicken legs, etc.

Third, the marketing profile analysis

Environmental analysis

The market entry threshold is low. The openness of the Internet enables any entrepreneur to participate in the competition without investing more resources. In this environment, everyone has equal opportunities and can achieve extraordinary development through innovative marketing. Operators of snack food can save store rent and most of the labor costs through the network, which can not only allow operators with low capital strength to enter the market, but also reduce the cost of goods.

(2) product analysis

The food is complete in variety, high in quality, beautifully packaged, beautiful in appearance and low in price. Many foods offer postage service and preferential discount policies.

(3) Competition analysis

1, the competition is more intense than the traditional environment. In the network economy environment, consumers can get the necessary information at the lowest cost, so they have more opportunities to choose and express themselves. On the Internet, information is basically shared by * * *, with more competitors and the same information resources. Without storefront advantages, the competition will be more intense.

2. Diversified competition focus. The focus of competition under the network environment is not only the internal quality and service of products, but also the convenience of information inquiry, the matching of logistics and the security of payment.

Consumer analysis

? Leisure is fashion? It has become people's understanding of food fashion, so snack food can often lead the fashion trend. Analysis shows that adults, especially young women, have become the mainstream consumers of snack food. In addition, 5 1.9% of the respondents believe that taste fashion is the primary element of food fashion; Secondly, the fashion of brand image also has an impact on the creation of fashionable food; The health and nutritional status of food is also a fashion factor that people pay more attention to. According to the survey results, consumers pay attention to fashion cognition, nutritional function, taste and brand image.

Four. merits and demerits

(A) Advantages

The taste is complete, with barbecue flavor, original flavor and tomato flavor. , can cover the taste of the target market. Complete packaging, there are large barrels and small barrels of products, as well as bagged products of various weights, which can cover the target market. Unique taste, each flavor of the product can form its own unique taste, which will be memorable after eating and make people want to eat.

(2) Disadvantages

Consumers are worried about the food safety of online consumption, and their trust is not enough. Food is easy to be damaged during transportation, and some foods are easy to melt and deteriorate. Because most snack foods are snacks, long-term consumption is not good for your health. So it's also called? Junk food? . Most people often define snack food as junk food in their minds when buying, which leads to consumers' misunderstanding of snack food.

Analysis of the target market of verb (verb's abbreviation)

Consumers of snack foods can be clearly divided into three categories according to age: teenagers and/kloc-children under 0/8 years old, young people and the elderly, among which children and women among young people are the main consumers. Teenagers and children stimulate consumption. Pure consumer groups are totally dependent on their parents and totally subjective. Don't stop until you reach your goal. In most cases, parents will compromise. The characteristics of this kind of people are that they are particularly interested in novelty and excitement, and they are willing and brave to try; For what? Healthy? Without any concept, I never care whether it is bad for my health; I am particularly interested in grotesque or cartoon elements. Therefore, products aimed at these target groups are more visually stimulating, such as BearBiscuit, for example, many fish, such as grimacing and doodling, such as Oreo, which are either cute in shape, weird in name or full of childlike eating methods; Gifts of cartoon toys, especially classic images, such as Snow White and Transformers, are very attractive to such people. Once the child's desire is provoked, it is difficult for parents to refuse.

Young people, brand consumption. Is this a set of quilts? Brand concept? People who are brought up are also the busiest people. They don't have much time to be picky and haggle over every ounce, so they pay more attention to brands and exquisite packaging. At the same time, they are easy to carry and not sensitive to price, but they must be the most convenient to buy. At the same time, this is also the most diverse group with the most product segments, such as Jacques V 9； for vitamin supplementation; For example, users of network Fan Fan and leisure computers need beauty, eye protection, weight loss, anti-fatigue and low fat. This crowd already exists? Healthy? So there is a basic screening of snack food. Unlike children, they selectively eat high-calorie things such as candy, chocolate, potato chips and puffed food.

Old people, traditional consumption. Compared with the requirements of the former two, the elderly are much more conservative, have a single taste, are more practical in form and prefer soft things. Traditional and Chinese food is more popular with them, such as cakes in Daoxiang Village, such as cakes and shortcakes baked on the spot. Moreover, the elderly also have their special nutritional needs, and their products are also suitable for functional segmentation. They have few choices, but they will still spend a lot of money.

Six, network marketing strategy

(A) blog marketing

Because of the high segmentation of blog marketing and accurate advertising positioning; Strong interactivity, high trust and good word-of-mouth effect; Great influence, guiding the trend of online public opinion; Greatly reducing the communication cost and the like. So we first chose blog marketing.

First of all, register a blog account, give a loud blog name and improve your information. Then publish some interesting blog posts every day to accumulate popularity. When the time is ripe, occasionally put some advertisements to tell everyone that the things sold in this online shop are delicious, and you often buy them yourself.

(B) Weibo Marketing

Weibo's three-dimensional, high-speed, convenient, interactive, extensive and simple operation are particularly suitable for the promotion of game consoles. As long as there are enough fans, the promotion effect will be immediate.

First, register Weibo account, then brush some fans with traffic artifact, and then send some interesting Weibo every day to attract attention, occasionally send some advertisements and release information. This online shop is doing activities, buying food at a discount and enticing fans to click in, which may promote sales.

(C) Forum marketing

Because forum marketing is also low-cost and quick-acting; Wide spread and high credibility; High accuracy of interaction and information exchange; Strong pertinence and the like. We chose forum marketing again.

First of all, analyze the habits and activities of the target consumer groups to be disseminated; Carefully plan forum marketing events or activities that meet the preferences of netizens; The accumulation of network resources related to the forum will provide great support for the development of forum marketing; Do a good job of statistical analysis, understand the success or failure of forum marketing, and improve it.

(4) other ways.

In addition to the above three marketing methods, we also use QQ space, e-mail, Weibo, Space, Baidu Post Bar and other marketing promotion methods.

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