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Want to find some successful marketing planning model of fast-moving products?

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model of successful marketing plan for fast-moving products:

1. Marketing plan of “Wang Laoji”:/question/;

2. FMCG marketing plan:



3. FMCG Brand case planning skills and marketing planning plan:

Jiahao/s? id=& wfr=spider& for=pc ;

4. Planning of on-site promotion activities of Mengniu Youyi C in yoghurt Festival:


5. Brand planning scheme case of Master Kang FMCG and other industries:


marketing plan:

marketing program is a plan for the purpose of sales, which refers to the overall planning of various sales promotion activities in order to achieve the expected sales objectives before market sales and service. A complete marketing plan should include at least three aspects of subject analysis, namely, basic problems, project market advantages and disadvantages, and solutions to problems

marketing planning is a plan made for the development of a customer and the marketing of a product. Its task is to provide action guidance for changing the hazy “future tense” into an orderly “present progressive tense”. The resulting marketing planning scheme is the blueprint for enterprises to carry out marketing activities

the marketing plan must have the characteristics of distinct purpose, obvious comprehensiveness, strong pertinence, prominent operability and accurate clarity, that is, it reflects the requirements of “focusing on the theme, clear purpose, in-depth, meticulous, thoughtful and specific, one policy for one thing, simple and clear”

Wang Laoji herbal tea is the leading brand of Chinese herbal tea and the representative of Guangdong herbal tea culture. Herbal tea is a kind of “medicinal tea” brewed by Chinese herbal medicine in Guangdong and Guangxi, which has the effects of clearing heat and dampness. Among many time-honored herbal teas, Wang Laoji is the most famous. Wang Laoji herbal tea was invented in the reign of Daoguang in the Qing Dynasty. It has been 175 years since then. It is recognized as the ancestor of herbal tea and known as the “king of medicinal tea”. In modern times, Wang Laoji herbal tea spread all over the world with the footprints of Chinese
market analysis
I. Analysis of marketing environment
1. Market scale
the scale of beverage market is increasing. The number of consumers drinking beverages has increased in the past two years, and the beverage market capacity is expanding. The market prospect of the whole beverage industry is promising. According to relevant data, during the golden growth period of the beverage market from 1999 to 2002, the growth of old brand bottled water and carbonated water drinks has been weak, with negative growth for two consecutive years; The growth rate of new functional drinks and tea drinks has stabilized in the past two years; The most obvious increase is fruit juice drinks
2. Market composition
the beverage market includes four categories: carbonated drinks, bottled drinking water, tea drinks and fruit juice drinks
3. Hot spots in the market
functional beverages will be the hot selling beverage market. With the continuous improvement of the living standards of urban residents in China, people’s consumption demand for beverages has also changed significantly. Drinking beverages is no longer just to quench thirst, but hope that beverages can provide additional health functions such as reducing fire, beauty, supplementing essential trace elements in the human body and fitness. Beverages with specific functions will become another important market segment in the beverage industry in the future
2. Advantages and opportunities
(1) the development of local beverage enterprises has begun to take shape and is loved by consumers with its well-known brands
(2) the diversification of consumer demand provides a broad market space for the development of new beverage products
with the progress of society and the continuous improvement of living standards, consumers begin to pay more attention to self-development, which is mainly reflected in the nutritional composition of beverage products and whether they are natural and healthy Higher level psychological needs such as green environmental protection and fashion taste
(3) increasingly differentiated consumer groups provide opportunities for beverage enterprises to carry out target marketing
different beverage groups have different beverage consumption needs. These differences are reflected in all areas where consumers contact products and information, such as taste, brand, price, packaging, promotion and advertising style. The highly differentiated Market provides unlimited space for beverage enterprises to expand the market
3. Key issues
reflect the unique value of red Wanglaoji and establish an advanced brand management concept and standardized operation mode
2. Consumer analysis
1. The overall consumption trend of consumers
(1). 1 /4 of consumers said that the number of drinks they drank had not changed in the past two years, and only a small number of consumers drank fewer drinks in the past two years, indicating that nearly 1 /2 of consumers drank more drinks, The beverage market capacity is constantly expanding, and the market prospect of the whole beverage industry is promising
(2) according to the market survey and analysis, more and more consumers drink functional drinks, while fewer and fewer consumers drink carbonated drinks and water drinks
2. Consumer behavior analysis
among the many factors affecting beverage purchase, “good taste” ranks the highest, accounting for more than 50%. It can be seen that taste is the most important factor affecting the purchase of consumer groups. Secondly, the impact of price can not be ignored, which is listed as the second largest factor affecting purchase. At the same time, brand awareness, shelf life and purchase convenience have also become the more important factors that people generally consider when buying. In addition, the impact of advertising is also very important. The U.S. Department of health, packaging also has a certain attraction for buying
III. product analysis
1. Analysis of existing beverage products
deficiencies of existing beverage products:
the survey shows that the deficiencies of existing beverage products mainly include: 1 There are too many products to distinguish good from bad; 2. Too strong commonality, project planning and too few individuality; 3. Disordered brands; 4. Lack of nutrients; 5. Too many carbonated drinks; 6. Few drinks to supplement physical strength; 7. Single function
2. Product life cycle analysis
various beverage types are at different stages of the market, and the market space and expansion strategies are also very different. Carbonated drinks have entered the mature stage of products, and the brand concentration is very high. Enterprises can achieve benefit growth by expanding distribution channels and market coverage; Fruit juice drinks and tea drinks are still in the product growth stage, and the market space is still large. At present, the consumption of tea drinks in many places is still in the cultivation period, and I believe the market prospect is very broad. At the same time, some emerging and growing beverage types, such as health care and sports functional drinks, are also expected to become the next economic growth point of the beverage industry. At present, there is no main product of such drinks in the market, and the consumer demand also shows an obvious growth trend
3. Brand analysis of products
the brand pattern is becoming more and more diverse. Foreign brands are mainly Coca Cola and Pepsi Cola, while domestic brands are mainly Wahaha, Master Kang and unified. Take tea drinks as an example. After Master Kang and unification, Wahaha and many second tier brands still gain profits in the mainstream tide. Brand concentration was highest in carbonated drinks and mixed fruit juices, while lowest in water /tea drinks
IV. analysis of enterprise competition
1. The position of the enterprise in the competition
JDB group is a large professional beverage production enterprise based in Hong Kong. It launched the first red canned “Wang Laoji” in 1995 and set up a production base in Chang’an Town, Dongguan, Guangdong Province, China in the form of foreign capital in 1999. After obtaining the brand management right of “Wanglaoji”, the sales performance of its red Wanglaoji beverage has been in a tepid state for six or seven consecutive years
2. Competitors of the enterprise
domestic competitors: Wahaha, Master Kang, uni president, Huang Zhenlong herbal tea, etc.
foreign competitors: Coca Cola, Pepsi, etc.
3. Comparison between enterprises and competitors
opportunities and threats
opportunities: in the study of consumers’ views on competitors, it is found that the direct competitors of red Wang Laoji, such as chrysanthemum tea and cool tea, lack brand promotion, Only low prices penetrate the market and do not occupy the positioning of “prevention of getting angry” drinks. Coke, tea drinks, fruit juice drinks and water obviously do not have the function of “preventing getting angry” and are only indirect competitors
threat: outside Guangdong and Guangxi, people do not have the concept of herbal tea. Moreover, the demand of mainland consumers for “reducing fire” has been filled, mostly through taking drugs such as bezoar detoxification tablets. There are many difficulties in making herbal tea, and there are also dangers in making drinks. If we look at the whole beverage industry, carbonated drinks represented by Coca Cola and Pepsi, tea drinks and fruit juice drinks represented by Master Kang and uni president are in an unshakable market leading position
advantages and disadvantages
advantages: among many time-honored herbal teas, Wang Laoji is the most famous. Wang Laoji herbal tea was invented in the reign of Daoguang in the Qing Dynasty. It has been 175 years since then. It is recognized as the ancestor of herbal tea, known as the “king of medicinal tea” in India. In modern times, Wang Laoji herbal tea spread all over the world with the footprints of Chinese
disadvantages: Red Wanglaoji is tired of the brand name and can’t easily make Cantonese accept it as a regular drink. Wang Laiji and other local consumers are worried that Wang Laiji will become the best-selling products of red tea in Zhejiang, and Wang Laiji and other local consumers may become the most popular products of red tea
main problem points
Wang Laoji’s core problem is that he has no brand positioning
problem diagnosis and target market selection
1. Enterprise problem diagnosis
1. Analysis and evaluation of the original market view of the enterprise
after Guangdong jiaduobao Beverage Co., Ltd. obtained the brand management right of “Wanglaoji”, the sales performance of its red Wanglaoji beverage has been tepid for six or seven consecutive years. Enterprises hope to change the current situation through advertising to promote sales. For this situation, this approach of enterprises belongs to short-sighted strategy
2. Main problems in enterprise marketing
(1) existing consumers have confused cognition of it
(2) unable to get out of Guangdong and southern Zhejiang, and consumers in other places have difficulties in understanding herbal tea
(3) the concept of enterprise publicity is vague
3. The key reason for the problem
the enterprise does not have a clear brand positioning
2. Marketing objectives
1. Strategic objectives
Red Wanglaoji is used as a “functional beverage”, and the real motivation for buying red Wanglaoji is to “prevent getting angry”; Brand positioning – “drink to prevent getting angry”, its unique value is that drinking red Wanglaoji can prevent getting angry and let consumers enjoy life without worry
2. Marketing objective
Red Wanglaoji competes in the “beverage” industry, and its competitors should be other beverages; Five scenes that consumers think are most likely to get angry in daily life are selected: eating hot pot, watching ball games all night, eating fried food and chips, barbecue and summer sunshine bath for publicity and sales, especially developing catering places and building the image of flagship stores in a number of restaurants
3. Financial objective
expand the demand of consumers and quickly drive the sales of products
III. target market strategy
1. Market segmentation
carbonated drinks: represented by Coca Cola and Pepsi
tea drinks and fruit juice drinks: represented by Master Kang, Tongyi and Huiyuan
functional drinks: represented by chrysanthemum tea and cool tea
2. Target market selection
the products of the enterprise belong to the beverage industry, and its direct competitive industry is “merit”

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