Planning of mineral water marketing scheme

20 17 mineral water marketing plan planning

With the extreme shortage of water resources, mineral water is also loved by consumers. The following is my mineral water marketing plan, I hope it will help everyone!

1. Market background:

(1) Ankang mineral water market is highly competitive.

Ankang mineral water market has many varieties, many brands, large marketing investment and thin profits. The market of new varieties and brands of mineral water is constantly being chopped and subdivided, dividing up consumers' wallets and crowding out the mineral water market.

(2) Various brands

At present, there are more than 1000 mineral water production enterprises in China. Ankang market has Wahaha mineral water, Master Kong, Robust mineral water, Nongfu Spring, Kangse mineral water and NongWang Quan.

2. The situation of competitors:

First Army: Robust, Wahaha and Master Kong, they are leading brands; The second army: Nongfu Spring and Ipoh, they are strong brands; Other water drinks are miscellaneous and weak.

At present, Wahaha, Master Kong, Robust and Nongfu Spring have a good market share in various sales places in Ankang.

Features: high brand awareness, strong enterprise strength and large advertising investment. Robust produces both pure water and mineral water, making money from pure water at low cost and relying on the image of mineral water trees.

3. Consumer identity:

Consumers have formed the habit of buying drinking water, with some regular buyers and some occasional buyers, and only a few people never buy it. The age structure is obviously lighter.

Characteristics of consumption behavior: Emphasis on brand and taste, vague concept of mineral water and pure water. However, some consumers have realized that it is useless to drink pure water for a long time, and began to pay attention to choosing high-quality mineral water.

4. Market potential:

Ankang has a population of about 320,000 and a floating population of about 400,000. People who often buy drinks and water buy more than 1 bottle every day in summer, and the sales volume is 3? 400 million yuan. Occasionally, people buy 1 bottle every summer, and the sales volume exceeds 100 million. Other seasons are temporarily ignored.

5. Shaanxi Selenium Valley mineral water market performance:

The popularity and reputation are not high. The market share of Shaanxi Selenium Valley mineral spring in Shui Yuan is very low. Most consumers don't know about Shaanxi Selenium Valley mineral water, and only a few do.

The selenium-enriched characteristics of mineral water in Shaanxi Selenium Valley are different from other pure water and mineral water, but few people know about it. Rare things are expensive. Mineral selenium is a scarce resource of mineral water in Selenium Valley, Shaanxi Province. It is the only natural mineral water with selenium content up to the standard in China, and it is also the only high-quality mineral water with selenium, strontium and sodium bicarbonate up to the standard. This is an important basis for product positioning, and also a foothold for realizing value monopoly and winning competition.

Necessary publicity work before marketing operation

1, paving the way for product market expansion and publicity strategy:

(1) Starting from the diversified operation and development of communication enterprises, we entered mineral water projects and conducted publicity to create a competitive environment conducive to selenium mineral water by public opinion, which attracted the attention of the whole society. Publish a series of popular science articles to spread the following ideas:

Selling water is selling health.

Shaanxi selenium valley mineral water is the only mineral water with selenium content up to standard in China.

Shaanxi Selenium Valley Mineral Water is the only high-quality mineral water containing selenium, strontium and low-sodium heavy calcium carbonate in China, which is worth the money.

Around the above concepts, we published a series of popular science articles, such as:

What did the two centenarians tell us? (Look for material to write according to the photos of centenarians taken by the company in Ziyang)

The Secret of Changshou Village and Meinv Village.

2 1 century What kind of water should we drink?

How to distinguish the advantages and disadvantages of mineral water?

? Mountain spring? Is it mineral water?

Why selenium valley mineral water is more precious?

Here comes the thing? Selenium? Is it expensive?

Rare selenium mineral water in the world.

Why can selenium valley mineral water improve vision?

I suggest that the company contact Ankang Daily to open a column. Let these well-founded articles be published continuously in Ankang Daily to let the public know about Selenium Valley mineral water. Because selenium valley mineral water only enters the market 1? In 2 years, this market has not yet formed an awareness of the benefits generated by this product. At this time, it is necessary to carry out product awareness education and publicity for this market. The market cultivation of this product begins with rational education, and the specific target consumer groups and consumers gradually transition from rational understanding to perceptual acceptance. So at this time, the selenium valley mineral water will gradually improve and change with the development and positioning of the market. Therefore, it is necessary to carry out a lot of guiding publicity and education work in the early stage from the perspective of cultural marketing.

Let consumers hear such a convincing voice for the first time, let them know about the product itself, dispel their doubts about mineral water, and let them see the spirit of selenium valley mineral water being responsible to consumers. Please invite some related experts to give a lecture at Ankang TV Station to quote the classics for mineral water.

(2) Advertise on buses, long-distance buses and tourist buses of various routes.

(3) You can do TV interview, newspaper interview, celebrity interview in Ankang or report directly in Ziyang Selenium Valley.

(4) Posters or advertising posters should form advertisements on the main roads of the city to surround the city.

(5) The atmosphere for making healthy drinks:

By establishing the relationship between specific people and selenium valley mineral water, selenium valley mineral water is promoted from all angles.

Ankang marketing strategy and implementation measures;

Corresponding strategic thinking:

1. strategic strategy: draw a clear line with pure water and general mineral water, do not fight price war, only play the mineral quality structure and function card of selenium valley mineral water, emphasize the value of important indicators, and clarify the super-value benefits that consumers can obtain; Advocate a green and healthy lifestyle to the whole society, spread scientific and correct consumption concepts, thus establishing a healthy and high-grade brand image and shaping a corporate image that is sincerely responsible for society and benefits mankind.

2. Strategic steps: establish a brand image and be the local boss of Ankang; Strengthen the brand image and become a well-known brand of China Selenium Valley mineral water; Extend the brand image, take the three mineral indexes of selenium, strontium and low sodium heavy calcium carbonate as the core, and strive to be the leader of green health industry in China.

3. Strategic deployment: Ankang is the base camp and Xi 'an is the key market. Hold your ground, and then go to the whole country.

4. Brand image positioning: selling water while selling health and culture.

5. Positioning in Ankang consumer groups: mainly young people, taking college students as a breakthrough.

Because the first function of selenium valley mineral water is still to quench thirst, it is suitable for all people to drink in a broad sense, but I think: the main consumers of mineral water are 9 to 32 years old, and the functional orientation of Shaanxi selenium valley mineral water is to enrich selenium and improve eyesight, so the consumer groups are clear: ① college students; ② Intellectuals and computer operators; ③ Middle-aged and elderly people and tourists with poor eyesight.

Corresponding strategic thinking:

1. For the communication of various consumer groups, it is necessary to have primary and secondary steps, focusing on students. Students are places where consumer groups are concentrated, so we should take the lead in breaking through. Before the product goes on the market, we should find ways to distribute goods near Ankang universities and campus stores. For example, colleges and universities in Ankang need sponsors for long-term activities. Companies can consider cooperating with schools to sponsor and expand product information with students as the propaganda point.

2. Tourist attractions should monopolize sales. Ankang is a tourist city. Therefore, through relationship marketing, Shaanxi Selenium Valley mineral water has become the designated drink in key tourist places. Shaanxi Selenium Valley Mineral Water funded the printing of tickets for various scenic spots, and at the same time printed advertisements of Shaanxi Selenium Valley Mineral Water on the tickets, forming a one-to-one marketing effect.

3. Large restaurants, hotels and other places should strive to enter. Large restaurants, hotels and other places have the largest floating population, so we should do a good job in this market.

4. Develop a group of salesmen's positive contact business in the city (such as cooperating with civil affairs bureau, health bureau and medical workers, preparing bottled selenium valley mineral water in hospitals, giving bottled selenium valley mineral water to pregnant women and postoperative personnel, leading and suggesting that drinking the water can promote physical recovery and imply that water is beneficial to health, supplemented by soft-text publicity, and choosing Sanqin Metropolis Daily and Ankang Daily for publication.

5. Develop salesmen to sell Shaanxi Selenium Valley mineral water to sales booths and freezers.

6. Accumulated points reward wholesalers. Establish several boundaries for wholesalers, and each boundary has corresponding rewards.

7. Build community direct selling stations to cover Ankang market.

8. Principal-agent system: Ankang market should combine wholesale and direct sales; Actively contact some self-employed or supermarkets for direct sales.

9. Give priority to distributing goods to tourist attractions, schools, stadiums, street shops, cheap supermarkets and large shopping malls before listing;

10. For small wholesale stalls, 3-5 bottles of Shaanxi Selenium Valley mineral water will be given at the beginning on the condition that posters of Shaanxi Selenium Valley mineral water are posted, which will set off the atmosphere and attract purchases.

1 1. Another measure for Ankang market is to divide Ankang market into two parts, one mainly in Jiangnan and the other mainly in Jiangbei. Each marketing point arranges responsible persons and salesmen to explore the market and issue certain indicators.

1 1. Strategic thinking of nine counties: establish one or two water stations in each county and issue certain indicators on a monthly basis. It is very important for each county to develop a group of salesmen to expand the county-level market, whether they are salesmen in the county-level market or salesmen in the municipal market. Selling products is the communication between people, and salespeople are the key factor, so we should strengthen our professional quality and ability.

Suggestions on sales staff and channel management

1. Work and study occasions with relatively large crowds, such as group buying units, hotels, restaurants, aristocratic schools, etc., are occasions where bottled water sales are large. Therefore, the development of customers should focus on these institutions and their social relations.

2. It is necessary to consider the handling of the contradiction between bottled water retail and group purchase, and distinguish the coordination between retail and group purchase, provided that it does not bring inconvenience to consumers.

3. Some important group buying units can consider buying out sales, and the contract stipulates that it is not allowed to buy products of competitors or potential competitors.

4. Cultivate group users and terminal sales staff together, sell water and, more importantly, sell health. Health culture is more in the process of selling. Therefore, it is necessary to conduct unified training.

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