Chewing gum listing plan

In recent years, the Chinese chewing gum market has grown at a rate of 10% per year; the current scale has reached 4 billion to 5 billion yuan. As people's living standards improve, people's demands for chewing gum are also changing. Consumers are paying attention to their pursuit. The diversification of tastes is transferred to additional functions such as health and smashing, which promotes the transformation of chewing gum from “taste type” to “functional type”. At present, Lotte “functional” chewing gum on the market not only has Lotte “Xylitol” and “Yida”, which can prevent tooth decay, but also “Green Arrow” which can refresh the breath, suppress bad breath, and refresh the brain. , to prevent sleepiness, "super wake up."

Since XX, Lotte and Holly's sugar-free xylitol have been on the market, and they have lost 6% of Wrigley's market share. During this time, consumers' consumption concept has gradually changed to rationality, and people also like to accept new things. .

From a set of data, we can see the capacity of China's chewing gum market: XX years of sugar-free chewing gum only accounted for 5% of the Chinese chewing gum market, and broke out in XX, reaching more than 20%, accounting for 28% in XX, XX It reached 45% in the year, but compared with the 80% share of Germany and the United Kingdom, there is still a lot of space. Take Wrigley as an example. After 1990, China became the world's second largest market after the United States, and China's per capita annual consumption. 10 pieces, the proportion of Wrigley gum is much lower than that of 160 Americans. Compared with the mature market situation in Europe and the United States, the booming Chinese chewing gum market obviously has a broader market space. According to surveys, chewing gum is now a special type of family. It is the new favorite of high-income households, and 43% of households with a monthly income of more than 5,000 yuan often buy chewing gum.

“Tea Lilai.Mouth Tea” is an international patented product produced by Beijing xx Food Co., Ltd. This product is a nutritious casual, fashionable food. So far there are no competitors on the market.

First, the product selling point

1. "Tea power. mouth tea" pure tea is more nutritious. When drinking tea, you can only enjoy the water-soluble effect of tea. Among them, crude fiber, oil-soluble vitamins, minerals and other trace elements can only be discarded in vain, just a waste of tea. According to some data, the water-soluble ingredients of tea only account for 40% of the dry weight, which means that 60% of the tea ingredients are discarded as tea slag when drinking tea. When drinking tea, the body can only absorb less than 25% of the active ingredients. When eating tea, the body can absorb 75% of the active ingredients.

2. Pure tea is a trend in modern life. In history, tea consumption culture can be divided into three eras, namely, the tea drinking era, the indirect tea drinking era, and the pure tea eating era. The introduction of “Tea Lilai. Mouth Tea” pure tea tablets not only provides a convenient and casual food for the nervous and tired modern people, but also advocates a new tea consumption culture, from tea drinking to tea culture, to modern People provide a convenient, healthy and efficient method of tea consumption.

3. "Tea Lilai. Mouth tea" pure tea is still a nutritious and environmentally friendly chewing gum without spit. It is made into a flaky form of tea which not only maintains the aroma of the original tea, but also makes the tea scent stable, uniform, circulatory and lasting release. It can reach the mouth, protect the teeth, feed the throat, clear the throat, clear the brain, clear the eyes, wake up God, stomach and the role of oral and muscle health. After chewing for more than ten seconds, the mouth can easily eliminate the oral odor such as tobacco, garlic, garlic and onion in the residual mouth. In addition, the humanized formula design also has obvious oral moisturizing effect. It not only solves the problem that the traditional chewing gum is not environmentally friendly at globrand.com, It also eliminates the sputum of spit gum and the discomfort that the chewing gum brings to the oral muscles. Therefore, this kind of tea is both a tea that can be eaten and a chewing gum that does not need to be spit.

4. Female friends and teenagers. The tea that I like to eat ends the history of most female friends and teenagers who have missed tea for thousands of years. The cumbersome traditional tea drinking method and the bitterness of tea in the process of tea drinking are easy to form a psychological rejection of tea drinkers, especially for women and young friends who are sensitive to taste, not to alienate tea, give up a daily health care, and "tea power." The mouth tea is pure tea, which realizes the historical hand of women and teenagers and tea.

5. After the concept of food, use the concept of food to do nutrition and health care products. In China, exaggerating the health benefits of nutritious foods is a common commercial method used by businesses to achieve commercial purposes. Many consumers are deceived by this kind of business behavior and begin to lose trust in health care products. Therefore, many foods with nutritional health functions return to food. A trend, and the concept of food to do.

Second, marketing planning

1. Market rating

The new product first needs to plan the market, and divide the national market into key markets, major markets and general markets according to a, b and c. The company will have a purpose development when developing the market, and will not let the business personnel have no purpose. Running the market has delayed market development time.

Similarly, according to the specific conditions of each district, the terminals in the district are also divided into a, b, c, according to key customers, major customers and general customers.

2. Market development, terminal entry

We know the grading of strong terminals in each district and each district. The next step is to attract investment and enter a strong terminal. As long as the strong terminal enters the market, it will bring us many development distributors. convenient.

3. Model shop construction terminal promotion


Sample shop standard:

1. The terminal store is above 3000m2, and the company's full item is entering the market.

2. Each item is above 4 display surfaces and is displayed in a concentrated manner.

3. Each terminal is equipped with a shopping guide

4. Terminal hanging pop\jumping card\ or new product recommendation

Terminal promotion:

1. Try to eat for free in the first month of the event, with a small gift

2. The second month of trial and eat with the terminal buy increase

3. With the first two months of the trial food + purchase increase + guides explain, consumers have a deeper understanding of "tea power. mouth tea", with a certain loyal consumers, then at the terminal Do pusher \tg special display, once again promote product efficacy and product features, completely detonate terminal sales.

Integrated marketing

Now is the era of material surplus, the same type of goods are particularly many, consumers tend to rationalize the choice of goods, especially the new thing roman">, how to guide consumption? How to let consumers choose "tea power" in the ocean of goods. Mouth tea" products?

1. Terminal advertising:

In the station \ dock \ school \ advantage terminal outlets to do thresholds \ tag and other promotional advertising.

2. Large-scale promotional activities outside the terminal store:

Try to eat

b. Outdoor performances mobilize the atmosphere of the venue: If modern fashion people are no longer eating gum with gum, eating too old, in many public places such as parks and cinemas, it is forbidden to eat gum with gum; These related events are compiled into cross talks and small pieces to perform, so that consumers can accept "tea power. mouth tea" in a cheerful atmosphere.

3. Soft-text hype, the whole line detonated the market

Engage the Internet, newspapers, television, magazines, radio and other advertising themes, set the topic, use soft-text hype to cleverly detonate the terminal market. For example, the 10 reasons for choosing "Cai Lilai. Mouth tea"; the chewing gum revolution - starting from "Tea Lilai. Mouth tea"; no gum-based chewing gum leads the fashion trend.

Through the "push" and "pull" interactions, the products sell well in the market, that is, the winners win the market and win the market. "Tea Lilai. Mouth tea" takes tea culture as the background and tea function as the core. Guide the market trend, meet the market and enhance customer value.

Zhang Wenping: Ten years of first-line marketing and management experience, good at: team building, practical sales training, market planning; currently committed to research brand planning, welcome to explore and exchange experiences. Contact number: 13251010509 e-mail: [email protected], qq: 377317590