How much is the green food?

Green marketing means that enterprises fully embody environmental awareness and social awareness in the whole marketing process, provide consumers with scientific and pollution-free production and sales methods, and guide and meet consumers' consumption needs that are conducive to environmental protection and physical and mental health. Enterprises choose and implement green marketing strategy, adopt modern marketing mode in business activities, and pursue the unity of economic, social and environmental benefits. Therefore, as an effective way to realize the sustainable development of agriculture, green marketing has undoubtedly become an inevitable choice for modern enterprises, especially green food production enterprises. In view of the main problems existing in green food marketing, that is, the development of green food market is relatively backward, the green food marketing network has not yet been formed, the advertising of green food enterprises is not strong enough, fake and shoddy green food disturbs the market, the scientific research and technology promotion system of green food is weak, and there is a contradiction between the severe environmental pollution situation in China and the strict environmental protection requirements of green food products. The following 4P strategies should be adopted.

(1) Formulate green marketing strategic plan and implement large-scale marketing strategy. (plan)

Implementing green marketing strategic management plan is a key measure related to the success or failure of enterprises. Only by formulating clear green marketing strategies can green food production enterprises correctly realize the marketing management of green food. Mass marketing is designed for enterprises to enter the market with trade barriers. When implementing large-scale marketing, enterprises should coordinate the use of economic, psychological, social and political means, especially the relationship between rights and public interests, in order to obtain the cooperation and support of all parties concerned in the international target market.

First of all, according to the trend of green consumption, look for market opportunities and determine the strategic task of green food marketing; Secondly, according to the standards of green food, determine the business combination scheme of green food, subdivide the green food market, then select the target market, carry out product development and research, choose the appropriate development strategy, and formulate strategic plans including cleaner production; Third, according to the requirements of green consumption, make a green marketing strategic plan.

(B) the use of green advertising strategies to PROMOTE green consumption (promote)

The demand and desire of green consumption has entered the consumption market in China. It has become an inevitable trend to use the concept of green marketing to guide the marketing practice of enterprises, and one of the important links is to promote green advertising. Green advertising is a sharp weapon to promote green consumption, and it is an advertisement to promote products on the basis of safeguarding the interests of human survival. Its function is to strengthen and improve people's awareness of environmental protection, so that consumers can associate consumption with personal survival crisis and human survival crisis, make consumers realize that wrong consumption affects human survival, and finally implement it on individuals, so that consumers will choose green products, including green food, which are beneficial to personal health and human ecological balance. The application of green advertising can cater to the green consumption psychology of modern consumers, and the promotion of green food engineering is easy to cause consumers to scream, thus achieving the purpose of promotion. At present, as a marketing strategy, green advertising has not attracted the general attention of green food producers and operators in China. Therefore, green food production and operation enterprises should make use of all kinds of advertising media to promote and use green advertisements, which will lead to green food consumption.

(three) choose the appropriate green sales channels, and strive to expand the green food sales market (place)

This is the key to expand the market, increase the market share of green food, expand the sales volume of green food and successfully implement green marketing. Different from ordinary agricultural products, green food should establish its own professional circulation system and channels, which are composed of three parts: production base, supply center and sales channel. Only when these three parts complement each other can we improve the circulation system of green food. Implement green channel and green promotion strategy, adopt pollution-free transportation mode, set up reasonable supply and distribution centers and links, choose middlemen with good environmental reputation, gradually cultivate their own suppliers and maintain the green image of products. Carry out green training for salesmen, emphasize the characteristics of green environmental protection in advertising, public relations and other publicity means, and organically link products, enterprises and environmental protection. Increasing the competitiveness of retailers, improving the distribution system of green food enterprises, and managing marketing rationally will really result in pushing products to the market and winning the recognition of consumers. At present, the consumer groups of green food are in large and medium-sized cities, and its direct sales windows are all green food counters and specialty stores. In order to gain market share, green food enterprises should not only work hard on product quality and packaging, but also fully investigate the geographical location, management level, economic strength and benefits of retail stores. Only with relevant regulations can we establish sales outlets or launch our own products, thus enhancing retailers' awareness of market competition; At the same time, through operation, enterprises can test whether their product positioning and distribution system positioning are reasonable. Therefore, all green food enterprises can only let their products enter thousands of households by using good marketing methods. At the same time, the reasonable operation of retail stores and distribution centers has enhanced the competitive consciousness of counter products of green food enterprises. Therefore, marketing, establishing retailers in major cities and reasonable distribution system provide a good business form for green food enterprises.

1. Establish green food logistics centers in large and medium-sized cities.

Large and medium-sized cities generally have superior geographical locations. The establishment of green food logistics center can be used as a sales window to display the company's green food, and also as an information window to communicate the contact between production enterprises and the market, and build a bridge for joint production and promotion.

2. Establish green food chain stores

Green food sales outlets can learn from the successful experience of domestic and foreign chain stores and realize strict "eight unified management" in combination with local specific conditions, that is, unified decoration format, unified service specification, unified procurement, unified inventory allocation, unified name, unified price, unified accounting and unified management. This can strengthen the cultivation of employees' awareness of "green service", establish the enterprise spirit of providing green service for consumers, and form a corporate culture suitable for "green consumption". While establishing a chain store, it is also necessary to set up a distribution center of the chain headquarters and organize joint procurement and distribution, which can not only enjoy price concessions because of large-scale direct distribution, but also enhance the competitiveness with other similar products, shorten sales channels and reduce sales costs.

3. Establish a number of green food counters or franchise stores through social channels.

When choosing distribution, we should focus on those middlemen who have the same environmental awareness, good green image and can really cooperate with our company. Generally, shops should choose prosperous areas, areas with high education level and large passenger flow.

4. Direct sales

For some green foods that are perishable or lose freshness, such as vegetables and fruits, the circulation channels should be shortened as much as possible, and direct sales can be adopted, which can not only avoid product deterioration, but also reduce environmental pollution. Now some large and medium-sized cities have the form of sending vegetables every month, which can be used for reference. Through direct selling of green food and vegetables, not only circulation links are reduced, pollution is avoided, but also prices are reduced and market sales are expanded.

5. Flexible use of other green marketing strategies.

First of all, flexible use of promotional strategies, environmental expenditure should be included in the cost. Take advantage of people's psychology of returning to nature and advocating nature to adopt high-priced promotion strategies; The second is to use product packaging strategy. Packaging is equivalent to the facade of food, and it is the first image that products present to consumers. Green marketing strategy should be implemented and products should be packaged in a green way. Developed countries in the world have determined that packaging should conform to the principle of "4R+ 1D", that is, low consumption, development of new green materials, reuse, recovery and degradation. At present, the green packaging of domestic food is still in a weak link, and the principle of "4R+ 1D" has not been well reflected. The main material of packaging is plastic, which is contrary to the environmental protection concept advocated by green products. Paper is the best packaging material before the emergence of new environmental protection materials. You can choose paper, non-toxic and other degradable materials for packaging or adopt the strategy of simplifying and facilitating packaging materials; Third, to implement brand strategy, green food enterprises should strive to improve and maintain the quality and characteristics of green food, create brand names, and according to the overall product concept, while realizing product functions, pay attention to additional functions and extended functions of products, and accelerate the formation of brand names. Fourth, the flexible use of public relations propaganda, such as holding a green food forum, holding publicity activities with the theme of "environmental protection" and "green and healthy living" to shape the corporate image and brand.

(D), the implementation of green price strategy (price)

The reason why the price of green food is allowed to be higher than that of ordinary food is that enterprises bear part of the cost of improving the environment in production. Therefore, the price of green food can be increased to a certain extent, and enterprises should strictly control the quality in production.

1. Implement new product pricing strategy for some green foods.

Many green foods can be regarded as new products, and some green foods are new products themselves, so these products can adopt new product pricing strategy.

2. Satisfied pricing strategy

According to the price level of the same or similar green food in the market, the so-called market-oriented pricing strategy.

3. Target price strategy

According to the expected profit of the enterprise, combined with the market demand and cost of green food, the price strategy of the product is determined.

4. Psychological pricing strategy

In many cases, green food can meet some psychological needs of consumers, such as nature, safety or fashion, which provides a basis for the psychological pricing of green food.

Brand strategy (brand strategy)

Developing the market with brand strategy Under the condition of market economy, brand is value, which is the key factor for leading enterprises to develop and strengthen and the main means to improve their competitiveness. Practice has proved that only by taking the road of joint venture, building several aircraft carriers that can compete in domestic and foreign markets and forming a fist product can enterprises enter the international market as soon as possible, have certain competitiveness and maximize profits. However, when building green food brands, we should pay attention to the following three principles: first, we should adhere to the principle of building brands according to market competition; Second, we must adhere to the principle of building brands with quality standard system; Third, we must adhere to the principle of building a brand by means of industrial management.

Brand is not only created by enterprises, but also formed through consumers' constant cognition and long-term loyalty. The importance of brand strategy lies in innovating market mechanism and paying attention to consumers' reaction. Taking consumers as the center, we should constantly cultivate consumers' brand values, formulate various strategies according to the business strategy of the enterprise, and effectively combine them into a whole, convey the brand personality of Qiyi through the brand, constantly innovate the market mechanism, realize the lasting competitive advantage of the brand, and thus consolidate the market position.

1. Keep an eye on consumers and make brand strategy.

2. Develop a scientific and systematic brand development strategy for good products.

The goal is not only to sell good products, but also to build a good brand.

4. Inject life and soul into the brand and constantly deduce the brand strategy.

Building trust is more important than gaining market share.

6. It is more important to build a long-term relationship than to increase profits in the short term.

7. Establish a neat and consistent brand personality and spread it uniformly.

8. The marketing activities of modern enterprises must maintain a unified image through brands.

The new economic era is an era of innovation. Intangible assets determine the value of an enterprise, and the new economy shows its infinite charm to enterprises, but also puts forward higher requirements for enterprises. Because your competitors and users are no longer limited to regional markets and shopping malls, but in a global network that they have never met before. Whether the user approves you or denies you is done in an instant, and it is the brand's reputation that plays a decisive role. The economic value of these intangible assets is far greater than its tangible assets, and their huge property rights enhance the stamina of enterprise development and also reflect the company's economic strength. At present, Fengli's key products are frozen fresh water products and green fruits and vegetables, so we should give full play to product characteristics and brands as soon as possible.

Integrate food sales network

The marketing environment of food enterprises is constantly changing, and the sales network of food enterprises must also be constantly changing, so as to grasp new sales opportunities and improve the effectiveness of the sales network. According to the specific performance of each distributor and the market changes in different regions, food enterprises should regularly analyze whether the existing channels can meet the demand, whether it is necessary to develop new channels, or add a single distributor to the channels, or even adjust the entire sales channels.

When integrating the sales network, food enterprises should follow the following four steps:

Step 1: Determine the target of the sales channel.

1? Improve the penetration rate-for example, expand the existing dealership from 120 to 280.

2? Open up new sales channels-food enterprises develop new products or use new market opportunities to develop new sales channels.

3? Determine the sales proportion combination of each sales channel-food enterprises can set the sales proportion combination target according to the profitability, policy demand and competitive strategy of each sales channel, such as: department store 25%, supermarket 40%, mass market store 15% and special sales channel 20%.

4? Improving the sales turnover rate of dealerships-this is an important goal for food enterprises to improve their operating efficiency.

5? Determine the goal of logistics cost and service quality-financial personnel often emphasize low logistics cost, but blindly reducing logistics cost and ignoring customer satisfaction is unacceptable for marketing. Therefore, setting the goal of logistics cost and service quality is also an important goal of sales channels. For example, delivery speed is an important factor for the success of food marketing. In order to meet the requirements of rapid distribution of households, transportation costs need to be increased.

6? Determine the goal of food enterprises and distributors to maintain inventory.

7? Determine the return on investment targets of different sales channels.

8? Determine the construction goal of circulation informatization.

Step 2: Find out the problems existing in the current food sales channels.

1? Sales channels used by the food industry. First of all, we must understand the sales channels used by the industry in order to "know what it is". Includes the following three aspects:

(1) Sales channels used by the industry, such as direct sales, direct sales in other areas of key areas, exclusive agency, selective distribution or special sales channels.

(2) Assess the regional coverage, that is, assess the market coverage of the industry in each region.

(3) Assess the customer's strength, such as the number and quality of personnel at each point of sale, location, monopoly or not, customer's loyalty to the enterprise, etc.

2? Comparison with the sales channels used by the enterprise. For major competitors, enterprises should analyze the differences in sales channels and understand their position in the industry.

3. Problems existing in current sales channels:

(1) Conflicts between enterprises and distributors. For example, manufacturers complain that wholesalers sell too many brands, do not focus on promoting their own products, and do not feed back market information in time; Dealers, on the other hand, complain about low profits and chaotic prices, and manufacturers directly open retail stores.

(2) Conflicts between dealers. Such as customer competition, low-price dumping, cross-regional sales, etc.

(3) How many dealers to choose. There are four strategies for enterprises to choose sales channels: intensive distribution, selective distribution, exclusive agency and multi-channel sales. Each sales channel has its own characteristics, and there may be problems, so enterprises must understand what the existing problems are.

Step 3: Put forward creative strategies to solve problems.

The first step to solve the problem of food distribution channels is that enterprises should always know who their customers (users and buyers) are. Where are they? When will you buy it? Why did you buy it? Only after a clear understanding of customers can we put forward effective strategies, solve current problems and create new opportunities to achieve the goal of sales channels.

The problems and countermeasures of food sales channels are as follows:

1? Dealers do not attach importance to the sales of enterprise products. In order to solve this problem, we can take the following measures: providing sales incentives; Assist dealers to carry out promotional activities; Conduct sales knowledge training for dealers, such as commodity display, sales skills, store management, inventory management, ordering system, etc.

2? Conflicts of interest in food sales channels. This is inevitable, enterprises can not turn a blind eye, and must solve the conflict between sales channels through effective management and control means, otherwise, this conflict will destroy the market.

3? Forward integration/backward integration strategy.

Forward integration strategy means that food enterprises set up sales points related to their own enterprises and have complete control over the downstream sales channels. For example, Shuanghui Group plans to set up 1 0,000 Shuanghui product stores nationwide, and Wuliangye Group sets up Wuliangye stores nationwide. Backward integration strategy means that manufacturers or distributors set up their own logistics centers and distribution centers to improve the overall operational efficiency and capacity.

4? Competitive countermeasures. What new channels have competitors opened up and what new food sales strategies have been implemented? Enterprises must put forward countermeasures according to the situation of competitors.

5? Informatization of food sales channels. An important function of sales channels is information function, and enterprises should continuously collect and feed back market information through sales channels.

6? Develop new food sales channels. This enables enterprises to be closer to customers in special market segments, seize new market opportunities and have new competitive advantages, thus improving the market share of enterprises.

7. Strengthen in-depth distribution. In order to improve the distribution rate and performance in franchise stores, reduce channel conflicts and enhance competitive advantage.

Step 4: Cost estimation and evaluation.

Different food sales channels will produce different expenses, and sales expenses often affect the profitability and price competitiveness of enterprises. Once the food marketing channel strategy is formulated, it will affect the development of enterprises for a long time. Therefore, enterprises must evaluate the sales channel strategy from a long-term perspective.

Channels need communication. Regular communication is the main way for enterprises to keep the channels open, and it is also an important way for enterprises to understand and help dealers. One of the main criteria for dealers to measure enterprises is short-term profit and long-term sustainable development. This standard looks at the leading position and development of enterprises in the industry in the long run and the operating profit in the short term. This standard is basically a kind of interest standard, so effective channel communication is about the communication of dealers' interests. How to communicate interests, Procter & Gamble, Unilever and many other multinational companies often use a communication tool: ROI analysis, that is, return on investment analysis.

In short, according to the product range and production capacity, green food sales should take two markets: the international market and the domestic market. The primary task of domestic market development is the construction of sales channels. Green food should be fresh and perishable, and it is best to use short paths. The following are four kinds of consumer goods sales channels. My opinion is: we should go (1) and (2) in this region and small and medium-sized cities, (4) in big cities with intensive consumption, and (3) in counties.

Sales channel chart:

(1) direct selling

Net sales

(C) wholesale market radiation

(4) Platform sales

Marketing strategy of small and medium-sized food enterprises

Third, prepare to lay a solid marketing foundation.

Small and medium-sized food enterprises should first do the following three basic tasks in marketing:

Do a good job in product packaging design

For many small and medium-sized food enterprises, the form of packaging table can't keep up with the changes of the market, the design level of internal and external packaging is low, and the product packaging has no its own characteristics. These problems will make Blitzkrieg fighters and consumers feel unbelievable and sad visually and psychologically.

Packaging form and internal and external packaging are consistent with or even higher than product quality, which is particularly important for small and medium-sized food enterprises, especially those with good quality or newly listed. On the one hand, good packaging can give people confidence in product quality; On the other hand, good packaging will give businesses confidence and goodwill; Moreover, good packaging can produce the effect that the production cost of enterprises is high, resulting in high price, giving products corresponding price space.

Prepare promotional goods

For various reasons, many small and medium-sized food enterprises have either not prepared promotional items or produced promotional items with low level and grade, which has caused many difficulties in marketing practice, thus weakening the confidence of distributors and business personnel.

For food enterprises, TV advertisements, publicity materials, enterprise and product brochures, handbags, POP flags, ballpoint pens, lighters and other conventional promotional items should be prepared, which should be unified with the characteristics of the main products and product packaging to maintain high quality.

Maintain the stability of the product.

Small and medium-sized food enterprises should also pay attention to the stability of products. The so-called product stability refers to the stability of product formula, and for food, it refers to the stability of product taste and taste. The stability of products also refers to the stability of product quality. Any product quality problem is a heavy blow to the market, dealers and business personnel, so enterprises must ensure that product quality does not produce or produce quality accidents as little as possible.

Four strategies to ensure the success of marketing

Do the above work well, and the enterprise will have the foundation to do the main marketing well. Regarding specific marketing strategies, we should pay attention to the following aspects:

Progressive marketing strategy

The strength of small and medium-sized food enterprises does not allow enterprises to carry out national marketing, so they can only adopt a "cautious" market expansion strategy step by step.

Small and medium-sized food should pay attention to the following principles when adopting gradual marketing strategy:

1, avoidance principle Many enterprises like to make a model market in a city or province first, and then advance to other markets. This practice should not continue. There are many things like "flowers inside the wall and fragrance outside" and "chanting along the outside", so sometimes we should avoid the local market and choose the early market according to the product characteristics, consumption habits and the difficulty of product acceptance.

For small and medium-sized enterprises, it is best to avoid central cities in market development and develop prefecture-level cities with small market investment and easy start, and surround central cities through them. Radiate the market of county-level and prefecture-level cities.

2. the principle of "grasping with both hands" The so-called "grasping with both hands" means paying back the money with one hand and establishing the base market with the other. As much money as possible, on the one hand, it can ensure the normal business activities of enterprises, on the other hand, it can ensure the confidence of employees, and at the same time, it can meet the needs of other aspects and levels of enterprises.

3. Pay attention to market opportunities. Small and medium-sized food enterprises should fully develop distributors at an appropriate time according to their own product characteristics, so as to avoid the situation that many enterprises often develop in the peak season or after the peak season.

Terminal priority access policy

After the small and medium-sized food enterprises with insufficient funds enter a new market, terminal construction is more important. Because it is almost impossible for new products or even high-priced new products to pass through the wholesale market directly in large quantities, only through terminal efforts, distribution, promotion and publicity, combined with other appropriate work, can brand awareness be gradually improved, thus driving the sales of products in other channels, mainly in the wholesale market.

Comprehensive product promotion strategy

The so-called integrated publicity strategy, on the one hand, refers to the combination of advertising, regular promotion, other promotion, personnel promotion and distribution and even public relations activities, making full use of their respective publicity, sales and guidance functions to promote, complement and improve each other; On the other hand, it refers to the three-dimensional and large-scale effects of publicity and promotion.

Comprehensive supplier relationship strategy