Local product marketing plan

Native products are sold because customers find it performs better, has higher value, or because they are more unique. Therefore, the promotion of new products of native products should discover and understand the customer expectations, consumption trends and consumption habits of customers according to the needs of customers, and then strive to meet and exceed the expectations of customers. Discovering what makes souvenirs better, more valuable, or more unique, and how to deliver these benefits to customers better than competitors is the key to the success of souvenirs, if these customer needs can be identified and In the promotion of new products for local products, companies can be successful.

The first is market analysis: Jinzhou Xiaocai belongs to the category of native products. The competition in local products is very fierce. Their product positioning is generally gifts and gifts. Their marketing channels choose self-built direct stores and wholesalers cooperation and retail stores. Their advertising features emphasize health and history. The demand situation is a lot of gifts for the holiday, returning to carry special products or buying as a tourist. Local promotion is very good, the effect of large-scale promotion is limited, and import and export demand is rising.

Secondly, it is self-analysis: the main products of Jinzhou Xiaocai are: well-known Chinese and foreign assorted small vegetables, shrimp oil products, shrimp paste, salted vegetables, five categories of more than 100 varieties. Assorted side dishes were founded in the Kangxi period of the Qing Dynasty. They have a history of more than three hundred years and are famous for their royal tributes. The Qianlong Emperor’s Eastern Tour ancestor was praised by Jinzhou for tasting the assorted side dishes, and wrote a couplet with a pen: “The famous earthquake is nine hundred miles away, and the taste is on the thirteenth floor of Jiangnan”, horizontal batch: “Assorted side dishes”. In 1992, Mr. Yan Jie re-written this book and wrote the name of the factory. This cultural heritage has been used in the packaging of products, making assorted side dishes a historical and cultural product. With a profound cultural heritage, it has a reputation for being at home and abroad.

The final plan is as follows:

Positioning: Gifts and home-made side dishes, not only can you buy these special occasions, but can be bought as a common food all year round. If it is simply a gift, it will be subject to seasonal restrictions, and Jinzhou side dishes are not a luxury. The positioning of home-based side dishes can break through traditional thinking, expand sales, and expand market share.

Pricing: Hierarchical and sub-package pricing, suitable for gifts and home-cooked dishes.

Emotional appeal: Friends and family eat together, more warm. Injecting emotional factors makes the slogan with local characteristics and cultural connotations unique and more human.

In the unique charm: with the Emperor Qianlong Emperor's pen, "the name of the earthquake is nine hundred miles outside, the pressure on the 13th floor of Jiangnan", horizontal batch: "Assorted side dishes." With historical origins, create brand culture and brand image.

Promotion means: As an exhibition and exchange project in the Jinzhou Foreign Exchange Culture Festival, establish a benchmark for deep processing of agricultural products and enhance the image of well-known brands. Establish Jinzhou local special promotion institutions, bring products to participate in various expositions, exhibitions, participate in agricultural programs, sponsor TV programs, and let more dealers understand Jinzhou side dishes. Use online media to promote.

Distribution channel selection: Within the controllable area, the cost is cost-effective to establish a direct store; the market has not developed a large local wholesaler; the city chooses to directly supply large supermarket chains and retail stores. According to the actual situation, choose a variety of distribution channels to avoid the lack of a single channel, and use a variety of distribution forms to achieve the overall effect.