Marketing plan for the mineral water market

1. market background:

Ankang mineral water market is highly competitive

Ankang mineral water market has many varieties and brands, and the market investment is large, and the profit is very thin. The new varieties and new brands of mineral water market are constantly being shredded and subdivided to divide the consumer's money bag and occupy the market of mineral water.

a wide range of brands

At present, there are more than 1,000 mineral water production enterprises in the country. In the Ankang market, there are Wahaha mineral water, Kangshifu, Robust mineral water, Nongfu spring, Kang selenium mineral water, Nongwangquan, etc.

2. Competitor status:

The first group army: Robust, Wahaha, Master Kong, they are leading brands; the second group army: Nongfu Spring, Yibao, they are strong brands; other water drinks are miscellaneous brands, is a weak brand.

At present, the market share of various sales places in Ankang City is Wahaha, Kangshifu, Robust, Nongfu Spring.

Features: high brand awareness, strong enterprise strength, and large advertising investment. Among them, Robust produces both pure water and mineral water. It relies on pure water to make money at low cost, and it depends on the image of mineral water tree.

3. Consumer status:

Consumers have developed a habit of buying potable water, with regular buyers taking up a portion, occasionally buying a portion, and only a few people never buying it. The age structure is obviously lighter.

Characteristics of consumer behavior: heavy brand, heavy taste, blurred concept of mineral water, pure water, but some consumers have realized that long drinking pure water is not beneficial, and began to pay attention to the choice of high quality mineral water.

4. Market potential:

The population of Ankang City is about 320,000, and the number of migrants is about 400,000. People who regularly buy beverage water buy more than 1 bottle per day in summer, and the sales volume is about 300-400 million yuan. Occasionally, people buy 1 bottle in the summer and the sales volume is over 100 million. Other seasons are temporarily ignored.

5. Shaanxi Selenium Mineral Water Market Performance:

The popularity and reputation are not high. Shaanxi Selenium Mineral Water Market has a very low market share. Consumers do not know much about the Selenium Valley mineral water in Shaanxi, and the number of people who know it is small.

Selenium-rich mineral water in Shaanxi is different from other pure water and mineral water, but it is less well known. Things are rare. The scarce resource of the Selenium Valley mineral water in Shaanxi is the mineral selenium. It is the only natural mineral water with the highest selenium content in China. It is the only high-quality mineral spring that meets the standards of selenium, tellurium and low-sodium bicarbonate. water. This is an important basis for product positioning and a foothold for achieving value monopoly and winning competition.

Advocacy work necessary before marketing operations

1. The preparation and promotion strategy of the product expansion market:

From the diversified operation and development of communication companies, to the mineral water project as a news point, to carry out propaganda, to create a competitive environment for selenium mineral water, and to attract the attention of the whole society. Published a series of popular science articles to spread the following concepts:

Selling water is selling health

The Selenium Valley mineral water in Shaanxi is the only mineral water with the highest selenium content in China.

Shaanxi Selenium Mineral Water is the only high-quality mineral water in China with selenium, tellurium and low-sodium bicarbonate, all of which meet the standard. It enjoys excellent value for money.

Focusing on the above concepts, we publish a series of popular science articles on topics such as:

What do two centenarians tell us?

The secret of Changshou Village and Beauty Village.

What kind of water do we drink in the 21st century?

How to distinguish the advantages and disadvantages of mineral water?

Is “mountain spring” mineral water?

Why is Selenium Valley mineral water more precious?

Is "Selenium" expensive?

International rare selenium mineral water.

Why can Selenium Valley mineral water improve vision?

I suggest that the company contact the Ankang Daily to open a column. These well-founded articles were published in the Ankang Daily for the public to understand the Selenium Valley mineral water. Because Selenium Valley mineral water has entered the market for only 1-2 years, this market has not yet formed an awareness of the benefits generated by this product. At this time, we need to educate and publicize the product awareness of this market, and market cultivation of this product. It starts with rational education. The specific target consumer groups and consumers are also gradually transitioning from rational understanding to emotional acceptance. Therefore, the Selenium Valley mineral water at this time will gradually improve with the development of the market. Change, so it is necessary to carry out a large number of guiding publicity and education work in the early stage from the perspective of cultural marketing.

It is necessary for consumers to hear such a convincing voice for the first time, let them understand the product itself, eliminate the doubts about mineral water, and let them see the spirit of Selenium Valley mineral water responsible for consumers. Please ask some experts. Lectures at the Ankang TV station, for the introduction of mineral water.

Advertising on buses, coaches, and tourist cars on all routes.

In Ankang, you can do TV interviews and newspaper interviews, interview celebrities or directly report in Ziyang Selenium Valley.

Posters or advertising posters, in the city's main roads to form an advertising surrounding the city.

Creating an atmosphere for healthy drinking supplies:

Promote Selenium Valley mineral water from a variety of perspectives by establishing a relationship between specific populations and Selenium Valley mineral water.

Ankang marketing strategy and implementation measures strategic thinking:

Corresponding strategy ideas:

1. Strategic strategy: draw clear boundaries with pure water and general mineral water, do not fight price wars, only play the mineral quality structure and function cards of Selenium Valley mineral water, emphasize the value of important indicators, and clarify the value-added benefits that consumers can obtain; The whole society advocates a green and healthy lifestyle, disseminates scientific and correct consumption concepts, and thus establishes a healthy and high-quality brand image, and creates a corporate image that is sincerely responsible for society and works for the benefit of mankind.

2. Strategic steps: establish a brand image, be the local leader of Ankang; strengthen the brand image, do the famous brand of China Selenium Mineral Water; extend the brand image, and strive to be the green of China with the three mineral indicators of selenium, antimony and low sodium bicarbonate Leading health industry.

3. Strategic deployment: Taking Ankang as the base camp and taking Xi'an as the key market, after stabilizing the position, it will go to the whole country.

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

5. Positioning in the consumer population of Ankang: Focusing on young people and taking students from colleges and universities as a breakthrough.

Since the first effect of Selenium Valley mineral water is still thirst quenching, it is suitable for everyone to drink in a broad sense, but I think: the main body of mineral water consumption is concentrated between 9 and 32 years old, and the functional positioning of Selenium Valley mineral water in Shaanxi Selenium-enriched, improved vision, so the consumer group is clear: 1 large and medium-sized college students; 2 intellectuals, computer operators; 3 middle-aged and elderly people with poor vision.

Corresponding strategic ideas:

1. For the communication of each consumer group, there must be a primary and secondary step, the student group is the key point, and the students are the places where the consumer groups are concentrated. It is necessary to take the lead in breaking through and to find a way to be near the Ankang University and the college before the product goes on the market. Campus shop goods. For example, the colleges and universities in Ankang have long been engaged in activities that require sponsors. The company can consider sponsoring the school and sponsoring the students to expand the product information.

2. Tourist attractions should monopolize sales. Ankang is built with a focus on tourism cities. Therefore, through the relationship marketing, the Selenium Valley mineral water in Shaanxi has become a designated drink in key tourist places. Shaanxi Selenium Mineral Water funded the printing of tickets for various scenic spots, and printed the Selenium Valley mineral water advertisement in Shaanxi on the tickets to form a one-to-one marketing effect.

3. Large-scale catering industry, hotels and other places must strive to enter. Large-scale catering, hotels and other places are the places with the largest number of mobile people, so it is necessary to do this market well.

4. Develop a group of salesmen to actively contact the business in the city. (For example, cooperate with the Civil Affairs Bureau, the Health Bureau, and the medical workers to provide bottled selenium mineral water in the hospital, and bottled selenium for pregnant women and post-operative personnel. Valley mineral water, guided by the suggestion that drinking this water can promote physical recovery, implied that the water contributes to health awareness, supplemented by soft propaganda, select "Sanqin Metropolis Daily" and "Ankang Daily" published.

5. Development salesman sells Selenium Valley mineral water in Shaanxi to sales booth freezer

6. Accumulated points reward wholesalers. Establish a few boundaries for the wholesaler, and each time a limit is reached, the corresponding reward can be achieved.

7. Build a community direct sales station, covering the Ankang market.

8. The main push agent system: Ankang market should be combined with wholesale and direct sales; actively contact some self-employed or commercial super sales by direct sales.

9. Prior to listing, give priority to tourist attractions, schools, sports venues, street-sized shops, cheap supermarkets and large shopping malls;

10. For small stalls and small shops, on the condition of posting the Selenium Valley mineral water posters in Shaanxi, the 3-5 bottles of Shaanxi Selenium Mineral Water will be sent to the atmosphere to attract the purchase.

11. Another measure for the Ankang market is to divide the Ankang market into two, one based in Jiangnan and one in Jiangbei. The person in charge of each marketing point arranges the person in charge and the salesman to open up the market and issue certain indicators.

11. Strategic thinking of Jiuda County: Establish one or two water stations in each county and issue certain indicators on a monthly basis. Each county develops a group of salesmen to expand the county-level market. Whether it is the salesman in the county-level market or the salesman in the municipal market, selling products is the communication between people. The salesman is the key factor. Strengthen business quality and business capabilities.

Advice for salespersons and channel management

1. Relatively many work and study places where people gather, such as group purchasing units, hotels, restaurants, and aristocratic schools, are places where bottled water sales are large. Therefore, it is important to consider these institutions and their society for the development of customers. relationship.

2, should consider the contradiction between the retail and group purchase of bottled water, to distinguish the coordination of retail and group purchase, the premise is not to bring inconvenience to consumers.

3. Some important group purchasers may consider buying out sales, and the contract does not allow the purchase of competitors or potential competitor products.

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