Small package edible oil new product marketing plan

Foreword:

Market size:

According to the statistics of the authoritative departments, China's edible oil market has reached the market scale of 10 million tons as early as XX years. China's per capita annual fuel consumption is about 10 kilograms, Hong Kong is 15-20 kilograms, and developed countries are 30-35 kilograms. At present, China's edible oil sales are growing at a rate of more than 5% per year. It is estimated that by XX, China's per capita annual oil consumption will reach 15.5 kg or more, and the overall consumption is also

Will exceed 14.1 million tons. At present, small package edible oil accounts for only about 18% of the total market. With the improvement of people's living standards, small packaging oil is more and more popular among Chinese household consumers because of its nutrition, natural, delicious, hygienic and safe characteristics. Small packaging oil is also higher than the whole edible oil market 3- The rate of 5 percentage points grows rapidly.

Competition status:

Looking at the current small package edible oil market. Mainly Kerry and COFCO's products occupy most of the market. Among them, Kerry’s 16 brands, such as Arowana, Squid, Yuanbao, Orchid, Xiangmanyuan, Citi, Handbag, Qiaogui, etc., account for more than 25% of the total small packaging oil market. Leadership.

First, "Xiang Man Yuan" small package edible oil swot analysis

1. Opportunity:

The small-package edible oil market is huge and the market is growing fast. The next few years will be a few years of unprecedented prosperity in the small package edible oil market. Chengdu and Chongqing have a large population and the market has relatively large demand.

2. Threat: At present, in the small-package edible oil market, in addition to the leading position of Arowana and Fulinmen, the second and third-line brands are numerous and the competition is fierce.

3. Advantages:

“Xiangmanyuan” small-package series of edible oil and famous brand “Golden Arowana” are famous – Kerry Grain and Oil, which has deep brand precipitation; Kerry Grain and Oil has a perfect distribution network and scientific marketing system; Xiangmanyuan has been listed and sold in other regions, providing relatively successful marketing experience for new listings in Sichuan and Chongqing, in order to adjust marketing strategies according to actual conditions.

4. Disadvantages:

Xiangmanyuan is a new product listed in Chongqing, Sichuan. Consumers need a long process for the recognition of this product. The geographical coverage of Sichuan and Chongqing is wide, which brings great difficulties to the overall market launch. The market growth of Xiangmanyuan will inevitably give Other brothers under Kerry bring threats, and the scale of competition and collaboration is difficult to grasp.

Second, the choice of competitive strategy

The edible oil market has developed to this day, and the products have been seriously homogenized. Edible oil marketing has entered the era of brand marketing, so brand marketing needs to go ahead.

As far as Kerry's grain and oil itself is concerned, it is a Southeast Asian grain and oil giant with strong capital and technical strength. Its arowana edible oil ranks in the industry and is in line with the characteristics of its edible oil experts. However, no edible oil on the market has been promoted as an expert. Consumers are more likely to trust experts and believe in authority.

Through the constant demand for the perfect quality of "Xiang Man Yuan", highlighting its professional standards, the formation of "Xiang Man Yuan" is an expert in edible oil. Thus forming a unique sales proposition of "Xiang Man Yuan - an edible oil expert from Singapore". All marketing campaigns are organized around this unique sales proposition. This usp has the following meaning:

1. “Xiang Man Yuan” is from Singapore and represents advanced craftsmanship and standards.

2, "Sweet Man" is an expert in cooking oil, representing healthier, safer, more nutritious and hygienic.

Third, marketing strategy

1. Brand packaging strategy: follow the headquarters uniform packaging

2. Price strategy:

Follow the headquarters unified pricing strategy. However, you can choose to combine limited sales with the Chuanxi Super Hypermarket on holidays.

3. Channel strategy and terminal construction

Concentrate on building provincial capital cities and key prefecture-level cities in Sichuan and Chongqing. Take ka as the mainstay, supplemented by traditional wholesale channels, and prepare for the upcoming Dragon Boat Festival group purchase.

It is necessary to complete the product coverage of more than 80% of the key markets in the region within 10 days after the product is launched to ensure the smooth progress of public relations activities.

4. Communication and marketing

1) Advertising: Brand image advertising

High-speed road high column

Six pieces / year

Kanban

Four pieces / year

Platform advertisement

Main screen 50 sets / 15 days

30 sets / 15 days

60 sets of sub-picture / 15 days

Road sign advertising

13,000 / month *

Public body advertisement

160,000/year

86,000 / year

TV ad serving

Sichuan two sets - News site 5 seconds 3000 * 4.5 fold * 365 days

Sichuan two sets - News site 15 seconds 9000 * 4.5 fold * 365 days

630 theater titles exclusive sponsorship 460,000

Exclusive support for the film head 380,000

End of the film exclusive assistance 360,000

900 live film exclusive sponsorship 580,000

Exclusive support for the film head 480,000

End of the film exclusive assistance 450,000

Newspaper Advertising

Business News 1/2 Edition*2=180,000

Business newspaper soft advertising speculation 50,000

Dm direct investment

Dm single sheet 100,000 sheets *6 * 0.16 yuan = 96,000

"Xiang Man Yuan" health manual 50000 copies *2.3 yuan = 115,000 yuan

Other media delivery

Note: The above advertising budget can be used for ad serving combinations based on the company's overall market expenses.

2) Public relations activities

a: Free trial of samples within 2 weeks of product launch. Designate a sound chain supermarket or super hypermarket in Sichuan and Chongqing to carry out sample delivery: Consumers can use a small package of edible oil and oil barrels to exchange 1 liter of "Xiang Man Yuan" edible oil for one barrel. Specify the time, the specified location, the limit × bottle. The specified time period is delivered within the specified time period. A duration of 2 weeks is appropriate.

b: Invite the newspaper or TV station to report and speculate about the event.

Theme 1: Oil expert “Xiang Man Yuan”, 10,000 barrels of cooking oil is delivered free of charge, and Rongcheng people line up to break through the super mall!

Theme 2: Inviting Huaxi Newspaper or Chengdu Business Daily to carry out strong speculation in soft papers: Oil expert Kerry Grains and Oils once again attacked the pound, and the “Xiang Man Yuan” brand wanted to be called the Xiongchuan market.

3) Promotions

At the beginning of the product launch, the promotion store is stationed in the super store to promote the strong promotion. Consumers who purchase the "Sweet Manchu" series of cooking oils will receive a dish towel and a "Shan Man Yuan" health handbook.

Fourth, market forecast

Through the early market guidance and continuous market promotion of “Xiangmanyuan”, we strive to achieve good performance in the top ten market share of Sichuan and Chongqing in October.