How to write a summary of market research?

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How to write a summary of market research [Market Report Marketing Paper]

Reward Points 10 Deadline for Answers 2009-1-5 PM 02:40:57

Personal summary after the questionnaire survey on dairy products

Report 61.155.18.* 2008-12-31 PM 02:40:57 Jiangsu Passenger

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Answer

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Yikang Dairy Co., Ltd. was established in 2005. It is a comprehensive dairy enterprise dedicated to scientific research, production and sales. The enterprise is located in In Weifang, the capital of kites. The company has researched and developed a series of dairy products based on the principle of honest operation. However, because the products are too similar to those of its competitors, it cannot compete with large dairy manufacturers and is at a disadvantage in market competition. Through the unremitting efforts of the company's scientific researchers, the company has recently successfully developed China's first batch of health-care dairy products, filling a gap in the market. This product has nutritional and health-care effects, providing the best choice for many consumers.

In order to increase product visibility and increase product sales, Huangchao Advertising Planning Group made a plan for Yikang Health Dairy. The structure of the plan is as follows:

Market Analysis

Consumer Analysis

Product Analysis

Advertising Budget and Effectiveness Evaluation

Implementation Strategy

Contents:

1. Market analysis

2. Consumer analysis

3. Product analysis

4. Competitors and situation analysis

5. Advertising strategy

6. Media strategy

7. Advertising plan

8. Public relations and marketing strategy

9. Advertising strategy budget

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10th National Day Advertising Effectiveness Budget Evaluation

11th National Day Implementation Strategy

1 Market Analysis

⑴National Macroeconomic Situation

With China's accession to the WTO, China's economy has developed rapidly and healthily, with the national GDP growing at an average annual rate of 8%. China's gap with time has become smaller and smaller, and people's living standards have greatly improved. The corresponding purchasing power is getting stronger and stronger, and health has also become the focus of people's attention. With the development of global economic and technological levels, technological change is increasingly driving the development of various industries. The development of today's technology, especially the significant progress in communication and transportation technology, has shown endless prospects and more reasonable costs for enterprises.

⑵Overall market analysis of the dairy industry

Dairy products have complete nutrients and high nutritional value. They contain almost all necessary nutrients to promote human growth and development and maintain health. They are beneficial healthy. China's dairy industry has been developing continuously for many years. Today, the myth continues, but the market has begun to return to rationality from crazy growth, which may be the advent of the real golden age of the dairy industry. The ultra-long growth phase of my country's dairy industry has passed, the industry's growth rate will slow down, and competition among dairy companies is becoming increasingly fierce. China's dairy industry is entering a new stage of development: Compared with the international dairy family, although my country's dairy products are quite abundant and their quality has improved compared with the past, it is still difficult to solve the problem of protein supply for rural residents and achieve per capita The dream of "one pound of milk" has just begun. The development of the dairy industry has reached an inflection point: "freshness" will become the mainstream of dairy industry market development. The promotion of fresh dairy products in places with cold chain guarantees is an inevitable step in upgrading China's dairy consumption.

⑶Advantages of the dairy industry

Dairy products are now a mass consumer product with large consumption and great market potential. Some experts point out that dairy products are the healthiest food and recommend that people drink more of them. Milk keeps you healthy. In addition to dietary fiber, milk contains all the nutrients needed by the human body, and its nutritional value is unmatched by other foods. An adult who drinks 500 ml of dairy products every day can get 15 to 17 grams of high-quality protein, which can meet daily amino acids and 11% of daily caloric needs. In the past, due to limited living standards, many Chinese people did not have the habit of drinking dairy products. Especially in the vast rural areas, the consumption of dairy products was very small. However, with the improvement of people's living standards, more and more people are beginning to consume dairy products, and the consumption volume is increasing year by year, providing opportunities for dairy manufacturers. It is believed that the consumption of dairy products will continue to grow, and the dairy industry has broad prospects for development.

In addition, dairy products are developing rapidly, industrial channels are well established and smooth, and there are many sales and supply chains to choose from, which provides opportunities for enterprise development and saves the cost of self-construction.

⑷Restrictive factors in the dairy industry

Limitations in milk sources. Nowadays, there are many milk sources in the market. In order to obtain advantageous milk sources, each dairy manufacturer must strengthen the control of the supply chain. However, this cannot prevent the situation of too much milk and too little food. Therefore, each dairy manufacturer strives to develop its own milk source base. Construction, but it is not very mature at this stage, which will inevitably affect the quality of dairy products.

②Limitations on the storage time of dairy products. Dairy products are related to people's health, and a short shelf life causes dairy products to lose their nutritional value. As the market expands, storage and transportation time is lengthened, which is a test for the storage time of dairy products.

③Limitations of industry technology. People are no longer limited to the original behavior of squeezing and drinking dairy products now, but have also put forward higher requirements for the technical content of dairy products. A single workshop-style dairy factory with no technical content has no advantages at all.

(5) Cultural atmosphere

Dairy products have become daily consumer goods for more and more people, and people generally pursue "freshness" and "health" for dairy products in the future. , and the expression of this culture is: make freshness visible, make freshness fresher, make health healthier, make nutrition more nutritious, and let users experience it.

2. Consumer analysis

⑴Existing consumer fashion

Dairy products have now become a product commonly consumed by the people, but people of different ages have different choice. Children should drink more milk drinks and other sweet new products, and teenagers should drink more yogurt. This is mainly because yogurt can promote diet. Young and middle-aged people drink more pure milk and some yogurt, while the elderly mainly drink pure milk.

Consumer income and milk purchase

The income of consumers of dairy products ranges from high-income earners to middle- and low-income earners, with a large number of drinkers, complex composition, and single purchase motivations: Mainly for nutrition, but the consumption quantity of middle- and high-income people is significantly larger than that of low-income people in both daily consumption and cumulative amount.

⑵Students and some office workers

Students and some office workers have become the main force in the consumption of dairy products. The nutritional content and convenience of dairy products have become a popular choice among students. The selection criteria for groups and some office workers.

3. Product Analysis

⑴Features

The "Yikang" series of dairy products highlight nutritional and health features, and innovatively incorporate health care functions. Make the new product clearly different from other new products. The product has high technical content and is also a dairy product suitable for consumption by a large number of consumer groups. The packaging uses Tetra Pak's new seven-layer packaging and has a long product shelf life.

① Specific features and product support points

Yikang dairy products have passed GMP and AACCP product quality certification. Its products contain a variety of nutrients and health care ingredients. The main ingredients and values ??are as follows :

Milk fat: can provide calories and is a good raw material for the synthesis of cell nutrients;

Milk protein: contains all essential amino acids and provides energy;

Lactose: Galactose can provide the production of cerebrosides and mucopolysaccharides, which is very important for the intellectual development of children and adolescents. It can promote the growth of beneficial bacteria in the human intestine, inhibit abnormal intestinal fermentation, prevent poisoning, and promote calcium absorption; < /p>

PPL: Improve memory and immunity and prevent brain nerve failure.

②The main support points of the product:

The PPL containing high-tech achievements gives the product a unique health care function and provides both nutrition and health care;

< p>High protein content, every 100 grams of dairy products contains 3.3-3.6 grams of protein, 13.8%---24% higher than the national standard;

Using Tetra Pak's new seven-layer packaging, the protein content is greatly increased Product shelf life.

⑶Competitor product characteristics

Yili and Mengniu are the top two dairy companies in China and are also the main competitors of Yikang Dairy Products. Looking at the two major dairy companies, their product lines are complete and rich, including liquid milk powder yogurt and raw milk. They have a wide market positioning and a complex consumer group. The products of the two major dairy companies are of good quality and have unique characteristics, such as Yili high-calcium milk, "Tetra Pak" milk, Mengniu's top-quality pure milk "Nujue 6 Special Milk" and "Mengniu Deluxe".

(4) Product positioning

The "Yikang" series of dairy products is committed to creating China's first health-care milk combination, so that the products have nutritional and health-care functions and protect the health of consumers. The product's target consumer groups are school students and office workers. It can exert its health care effects (improving memory, preventing neurasthenia, and improving immunity).

(5) Summary of product analysis

The analysis of the product gives us a detailed understanding of the "Yikang" series of dairy products and an understanding of its competitive environment. If you want to gain a foothold in the fiercely competitive dairy industry, you must have firm confidence and good product guarantees. The "Yikang" series of dairy products has a unique advantage in the competition. It is the first dairy company to combine health care functions with nutritional functions. The difference between its products and other products is its weapon to enter the market. It should be used with emphasis in the market. In addition, we should learn from the advantages of competitors such as Yili and Mengniu, discover the shortcomings of our own products, and win in the competition.

Four Competitors and Situation Analysis

For dairy products, a daily fast-moving consumer goods full of competition, the competition among enterprises has reached a fierce level, and my country's dairy industry has truly entered the " The Era of Low Profits”. As leaders in my country's dairy market, Mengniu and Yili's products cover almost all categories of dairy products. As well-known dairy manufacturers in the country, Sanlu and Guangming are doing their best to expand their markets. Shandong is a large province in eastern my country, with a permanent population of more than 90 million, a balanced regional industrial layout, and rapid economic development. It is one of the markets favored by businesses. The major dairy manufacturers in Shandong include Jinan Jiabao, Zibo Deyi, Linyi Yishanfang and other national dairy companies. As an emerging dairy company in Weifang, Yikang focuses on the sales market, and the competition is very fierce. If Yikang wants to win in the competition, it must have a unique sales strategy.

Various dairy manufacturers have also launched different advertising campaigns, and carried out three-dimensional advertising campaigns in key areas, such as Mengniu’s “One pound of milk a day, strong Chinese people”, “Not all milk is called special” "Lunsu", Yili's "I just like you", "Natural pasture for the soul", "I am only one cup away from my dream", Yikang Dairy also proposed an advertising strategy of "Drink Yikang, be healthier" based on product features.

Five; Advertising Strategy

(1); Advertising Objectives

With the rapid development of the national economy and the improvement of people's living standards, my country's dairy products There have also been newer developments. After years of research, Shandong Weifang Yikang Dairy Co., Ltd. finally successfully developed China's first batch of health-care dairy products and vigorously promoted them to the Weifang market. In the short term, target consumers such as students and some office workers in Weifang were interested in the products. Advertising favorability has increased to 80%, accounting for 36% of Weifang's market share. In addition, the popularity and reputation of new products must be enhanced to establish a better corporate image for the company.

(2); Target market briefly

The main target market is Weifang and some surrounding counties and cities, to promote the company's new products more extensively, so that consumers can More understanding and acceptance of this health-care dairy product will increase consumers’ brand loyalty.

(3); Product positioning strategy

The launch of a new product must identify the target customers it targets, so as to have a deeper understanding of whether they are interested in and suitable for the product. their taste, which can directly stimulate purchasing behavior and increase sales.

1; Price positioning

With the continuous improvement of people's living standards, the average monthly household income in Weifang is around 1,500--2,500 yuan, and the price of health care products The positioning should also be more moderate, so that the target customers, that is, those middle and low-end family members, can buy in large quantities and publicize the benefits of using "Yikang" dairy products, making them think that the product is good and Price 2; The necessity of product price positioning

With the improvement of people’s living standards, people have higher requirements for products. In addition, there are more and more competitors, and the number of dairy products manufacturers has increased. There are more and more manufacturers, and the prices have also varied. Now in Weifang, most families are of middle and lower income, but they are paying more and more attention to their health, and "Yikang" dairy products now start from this aspect, and suddenly draw a line with other dairy products, that is, the price of the product should also be repositioned, thereby identifying the market positioning of the product and reducing the distance between it and other dairy products. The pressure of competition among enterprises, which is the necessity of product price position.

(4); Advertising status

Nowadays, no matter what aspect (such as television, radio, newspapers, magazines, etc.), more and more advertisements are produced, and the amount of advertisements is getting bigger and bigger. As the company grows bigger, advertising expenses also increase step by step. As a medium-sized enterprise, "Yikang" should also have a certain positioning in advertising distribution, otherwise it will bring some obstacles to the company's development, so we We should vigorously advertise "Yikang" health care products outside some large and medium-sized supermarkets in Weifang area, as well as in newspapers, outdoor billboards, etc. This will reduce the number of advertisements. expenses, and expanded the publicity, and used the simple and clear slogan "Drink Yikang, Be Healthy" to attract more target customers.

1; Concept positioning

The concise advertising slogan "Drink Yikang, be healthier" makes target customers and potential customers better understand Yikang dairy products, and the products we have developed Yikang is focused on the aspect of health care. The word "health care" mainly means that it can improve memory, prevent neurasthenia and improve immunity. From these aspects, we can see that it is more suitable for the teenagers and working people we are currently targeting. Because they are relatively brain-intensive groups, drinking Yikang is more beneficial to their health.

(5); Advertising appeal strategy

Advertising appeal is centered around the advertising theme, and acts on the cognitive and emotional levels of the audience to motivate the audience to purchase and act on cognition There are two most basic strategies: rational appeals at the level and perceptual appeals at the emotional level.

1; Rational appeal strategy

The rational appeal strategy is positioned at the audience’s rationality. By truly, accurately and fairly conveying the objective situation of the company, products, and services, the audience can go through concepts and judgments. , reasoning and other thinking processes to make decisions rationally. If they buy Yikang Dairy, they will know that drinking it will make them healthier. By conveying messages with strong logical relationships, Guan Gao's persuasion is strengthened. To provide customers with more comprehensive product information, thereby arousing their greater desire to purchase.

2; Emotional appeal strategy

Positioned on the emotional appeal of the audience, conveying advertising messages by expressing emotions and emotional factors related to the company, products, and services, in order to influence the audience's Emotions and emotions create an impact, inducing their purchasing motivation.

Six Advertising Performance Strategies

Advertising performance mainly highlights the "distinctive" aspect of others, using its own advantageous features to attract the attention of other customers and motivate them to purchase. , and now our company's Yikang is distinguished from other dairy products in terms of health care, highlighting its uniqueness with "health care"!

1; Taking "new, strange and special" as the basis of creativity to attract customers and arouse customers' desire to buy the product, the Yikang dairy product developed by our company is based on its novelty. And when displayed in front of customers, using unique ideas that are beneficial to their health to attract customers' purchasing psychology is to attract customers' attention with "distinctiveness".

2; Advertising title

(1) Development period

The development period is an important period for a company to quickly enter the market, and its focus is mainly on prevention. With brand creation as the main goal, as long as the brand becomes big, it will lay a solid foundation for the product to successfully enter the market. That is, the most important thing for us during this period is to do a lot of advertising so that customers can learn more from the advertising. To understand the product in order to arouse their desire to buy, this requires wonderful advertisements and slogans that are simple to understand and highlight the theme to attract customers' attention and motivate them to buy. Such as the following slogan:

Drink Yikang, be healthier

Buy health first, then buy Yikang

One choice, two gains

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Yikang is accompanied by health forever

(2) Growth period

This period is also very important for the development of the product. As the dairy product slowly grows, , its sales are also slowly increasing, but at the same time, competitors are also slowly increasing. If you are not careful, you may be defeated by other competitors, so we must always improve our spirit and give ourselves Find a position that suits you, constantly discover and update products, and make more good products that are beneficial to people's health available. There are following slogans to choose from:

What Yikang sells is health

True love spreads to the world, nourishing millions of families

With the dream of healthy life, Yikang will always be the leader One step

Health comes from health, life lies in self-reliance

(3) Specific design

Through the above overview, we can summarize the benefits of this planning group The characteristics of Kang Dairy Products include the release and promotion of new products mainly through graphic advertising design, car TV, DM free tasting, shopping mall promotions, radio advertisements, street sign advertisements, newspaper advertisements and other highly targeted forms.

Six media strategies

(1) Target media reception habits

Because the consumer groups we choose are students and office workers, students mainly use newspapers and radio. Wait for media to learn about our products. For office workers with high mobility, they mainly learn about our products through car TV, newspapers, street signs and other media. Generally speaking, short-term media and long-term media must be combined to achieve success. Better communication effect.

(2) Media portfolio strategy

Our company’s media selection and media investment allocation can be summarized in the form of points, lines and planes. On the one hand, newspapers and radio are used to promote the whole of Weifang, and on the other hand, car TV, shopping mall promotions, street sign advertising, graphic advertising design, DM free tasting, etc. are used to specifically promote and sell our products, and at the same time, Weifang's publicity is also taken into account. Economic development status and people’s living habits.

(3) Media selection strategy

Considering that Yikang Dairy Products is a newly launched product and our investment in advertising, and our target market is mainly for Weifang and In the surrounding areas, based on actual conditions, we only selected newspapers, radio, car TV, etc. for key publicity. On the basis of key publicity, external publicity, such as holding a press conference, is mainly to increase the visibility of the company. I believe that with this strategy, our product sales will make great progress.

Seven advertising plans

Advertising time release

As the New Year approaches, many people will buy things during the Spring Festival, especially giving gifts. At this time, Various sources of goods are also in short supply. If you publish advertisements at this time, you will definitely make big profits. The development period is before the Spring Festival, and should focus on personalized appeals to win people's hearts. If you want to achieve outstanding results in the fierce competition in the modern market, you must think about consumers. As a new product with differentiated characteristics and customer-oriented thinking, it will definitely achieve good results.

Eight public relations marketing strategies

(1) Purpose

In order to improve corporate efficiency, serve the public, contribute to society, give back to consumers, and establish a good corporate image, At the same time, it improves the visibility and reputation of the company.

(2) Event planning

(1) Hold a press conference of "Drink milk once, donate a penny". This event is mainly for the whole society, and the company will Promise to use one penny for every bag of milk sold to establish a fund to help people with disabilities.

We also invited media such as "Weifang Daily" and "Qilu Evening News" to do special reports to improve the public welfare image of Yikang Dairy Products and make the public aware that Yikang Dairy Products not only regards paying attention to people's health as its unshirkable responsibility, but also cares about social amblyopia. People in Weifang and even most areas in Shandong pay attention to Yikang.

(2) Organize a Yikang Dairy Prize-winning knowledge contest on radio and television stations to raise some health care issues so that people can correctly understand the relationship between health and nutrition. Through this activity, Yikang dairy products have entered the health topic of thousands of households, increased the popularity of the product, and made people pay more attention to and care about health.

(3) Free milk donation activities are held in some schools in Weifang to allow students to experience the benefits of Yikang dairy products first-hand, and to let parents know about Yikang dairy products through student publicity, and through this This activity improves the product image of Yikang Dairy Products in the minds of students and parents of students, and increases the reputation of the product.

(4) Yikang Dairy Products should actively participate in sponsoring some large-scale activities in Weifang, and use these sponsorships as an opportunity to improve the brand image of Yikang Dairy Products, enhance market confidence, and consolidate customer loyalty. . For example, the cultural activities held by major universities in Weifang enable everyone to understand and drink Yikang dairy products. It also ingrains Yikang's rational concept of healthy nutrition into the minds of students to cultivate their loyalty and lay the foundation for future sales.

9. Advertising strategy budget

(1) Advertising planning fee: 200,000

1. Market research fee: 100,000

2. Data collection fee: 100,000

(2) Advertising creativity

1. Print advertising design: 200,000

2. Newspaper advertising: 600,000< /p>

3. Street sign advertising: 300,000

4. DM free tasting: 200,000

5. Radio advertising: 600,000

6 .Car TV: 200,000

7. Shopping mall promotion: 500,000

8. Others: 300,000

(3) Advertising plan text fee 10 Ten thousand

(4) Total 3.2 million

10. Advertising effect budget evaluation

(1) Evaluation of advertising effect

1. Predictions from Advertising Subjects

Most of the various brands of dairy products currently sold in the market are nutritious and helpful for digestion, and our company’s newly launched Yikang series of dairy products are mainly aimed at Nutritional health strategy, the advertising slogan is "Drink Yikang, be healthier". This is mainly because the income of most families in Weifang is gradually increasing, so health has become the most concerned issue for citizens. After our products are launched on the market, I believe they will attract a lot of attention. A big response will soon occupy a large market share. The competition is relatively small at the moment, and it will continue to be a hot seller in the near future and become a leader in the dairy industry.

2. Testing of advertising creativity< /p>

In addition to seizing the three characteristics of "new", "strange" and "special", excellent advertising creativity must also skillfully use artistic means to highlight the theme of the advertisement, "Drink Healthy and Be Healthier" This advertising slogan conveys the nutritional and health-care characteristics of our company's products. The advertising slogan is simple and clear, and is more easily accepted by people. At the same time, health is the key to the advertising slogan, which raises and solves the issues that people are most concerned about. Let's talk about our products specifically. The component PPL contained in it can improve memory, improve immunity, prevent neurasthenia, etc.

3. Testing of advertising copy

The testing of advertising copy is mainly to reflect the theme and creativity of the advertisement To evaluate the language and text, you can use experimental testing or prediction in a simulation environment. Generally, the latter is more practical, so we use the latter, and specifically use print advertising testing to test advertising copy.

4. Testing of advertising works

The testing of advertising works is actually a test of advertising creativity. The test reflects the quality of advertising works. For our company's main market in Weifang, the scope is relatively small. , you can conduct an actual survey in advance, solicit suggestions from consumers, and test the quality of the work based on the survey results.

(2) Monitoring of advertising effects

1. Media release Monitoring

The main purpose of monitoring is to supervise and record the release of advertisements by the media. In our company's case, it mainly focuses on whether the broadcast media and Car TV have released our company's advertisements during a certain period of time. This affects the company. The product reaches the target consumers, so monitoring must be strengthened.

2. Measurement of effect

The advertising effect can be measured through sales status, or through questionnaires. We decided to use the form of questionnaire to measure. Because the form of questionnaire can provide standardized data collection procedures, it is suitable for market surveys of various scopes and objects. It is easy to understand, easy to implement, and is conducive to the analysis of data. Perform statistical processing and analysis to save time and increase investigation efficiency.

11. Implementation strategies

1. Introduction timing

The best introduction period should be during the Spring Festival In the first two months of the New Year, giving gifts during the New Year is a Chinese tradition and is also the main way for people to communicate feelings. As long as the advertising efforts of posters in shopping malls are increased, the brand awareness of the product will be quickly improved.

2. Implementation steps

(1) Preparatory work before implementation, make market predictions on the dairy market through market analysis and market research, and make in-depth understanding of consumer needs and purchasing conditions Through investigation, only by understanding what consumers need can we correctly meet their needs, thereby laying the foundation for an invincible position in the same industry. We also need to analyze products and competitors, so that we know ourselves and the enemy, and we can win every battle. Correct Make a market positioning for Yikang to lay the foundation for increasing sales.

(2) After fully understanding consumers and competitors, we

What needs to be done is an advertising strategy. Develop an advertising plan based on advertising goals and advertising positioning. Choosing the right media strategy is an important part of advertising. In advertising, focus on public relations marketing, such as press conferences and social welfare. Activities. Holding the "Drink a bag of milk, donate a penny" activities can establish a good corporate image in the hearts of citizens and increase visibility.

First of all, make consumers have a good impression of the company, and consumers Only then will they pay attention to your products and be willing to buy your products. That is to say, through a series of public welfare activities, Yikang dairy products will leave a good first impression in the minds of consumers. At the same time, we must increase publicity and promotion in shopping malls to improve products. sales.

(3) Finally, a market survey on this advertising plan should be conducted, a comparative analysis of the actual effects achieved by the entire plan and the expected effects, and a questionnaire survey on all aspects of this plan. The effect achieved is to further analyze the positioning of Yikang dairy products in the minds of consumers through questionnaire surveys of shopping mall managers and promotion personnel as well as most consumers, laying a solid foundation for the further development of the company and benefiting the company.

3. Summary

Through our comprehensive analysis and in-depth understanding of the market, we have made the correct market positioning of Yikang dairy products, identified the media promotion strategy, and provided the product with the correct market positioning. The promotion has laid a foundation. I believe that through these activities, Yikang Dairy Products will achieve great success and gain advantages in future market competition.