Campus supermarket marketing plan

Marketing strategy is the cornerstone of all marketing work of an enterprise. How to open up the campus market? Then the following is the relevant content of the campus supermarket marketing planning plan that I have compiled. Welcome to refer to it.

Campus Supermarket Marketing Planning Plan Part 1

1. Market Analysis

As we all know, the consumer market of college students is a very special consumer market. With the development of the economy, After the expansion of enrollment and university enrollment, this group has become a huge market that has begun to take shape. We know that college students have a strong desire to buy and can grasp the consumption trend. However, economic conditions determine the purchasing trends of college students. Despite this, the consumer market of college students cannot be ignored. This market will bring us absolute business opportunities. Compared with social groups, the college student group has its own distinctive characteristics:

1. Fashion, trendy, and convergence. College student consumption is prone to tidal phenomena, that is, a new thing or new brand will be popular in the college student market in a certain period. Nodes show a sudden peak. Because college students have a highly consistent sense of group identity, coupled with the popularity of collective life and network communication, information transmission among college students is highly concentrated. For example, in terms of consumer goods, there has been a wave of mobile phones, MP3s, games, etc.

2. Personalization. College students generally pursue unique, novel, and fashionable products. But at the same time, uniqueness and novelty often bring popularity and popularity.

3. Affordability and practicality are still important factors considered by college students. Between popularity and practicality, college students choose practicality more. ?Affordable price? is always one of the main factors considered by college students. Similar characteristics are also reflected in the choice of promotion methods. The most popular promotion methods among college students are: discounts, delivery and small gifts.

4. Emotional consumption is an important part of college students’ consumption. Contemporary college students believe that relationships and relationships with friends, teachers, students, classmates, and relationships are all inseparable from financial support.

5. They tend to be rational in brand selection, but the relatively greater popularity of international brands will have an impact on college students’ decision-making. Foreign brands dominate high-end consumer goods such as mobile phones and digital products. In terms of fast-moving consumer goods, domestic brands and foreign brands have their own advantages and disadvantages in the minds of college students. , Opportunity analysis: There are a large number of college students with considerable purchasing power; around the school, there are mainly small stores with irregular standards, low service quality, and unguaranteed product quality. Their low competitiveness provides opportunities for us to enter; large-scale stores Supermarkets are generally a certain distance away from schools, and some students will not choose large supermarkets because of distance. However, the current business environment on university campuses is chaotic, and the uncivilized behavior of many vendors has seriously affected the atmosphere. College students do not have a good impression of businesses and individuals doing business on campus. College students hate commercial activities such as door-to-door sales because they suffer from the intrusion of door-to-door sales.

2. Business model analysis

1. The campus is positioned as a campus channel retailer, using the Internet, magazines and physical image stores as sales platforms to carry out online marketing and magazines on university campuses Marketing, etc., provide fashionable, high-quality products and convenient services to the majority of students, while saving every penny for the students.

2. Students, with just one click of the mouse, a phone call, or a text message, you can receive the products you ordered in the shortest possible time. We are different from ordinary online shopping, we use cash on delivery. way, allowing you to enjoy the fun and convenience of online shopping with zero risk.

3. What we advocate is a change in the way of shopping. We are a professional campus channel provider, dedicated to serving students, and our employees are our college students themselves. Our aim is to save money for students and bring convenience to students. Because we implement large-scale chain operations and supply products directly from manufacturers, we save expensive rent and management fees, and we pass the saved costs directly to our customers.

4. Shopping process: Log in? College student campus network online mall? Register as a new user? Click on the product you need? Click in the shopping cart to confirm the purchase? You will receive it on the same day or the next day The goods you ordered? Pay on delivery? We will serve you wholeheartedly. Open Lianying Fashion Consumer Magazine? Choose the goods you need? Call our company's ordering phone number or edit the product number you need and your address and send a text message to the company? You can receive the goods you need on the same day or the next day? Pay on delivery? We will serve you wholeheartedly. Group buying: as long as the quantity of similar goods reaches ten pieces? Notify the company online, call or send text messages? We will provide you with Are you going to buy? The price of group purchase is better

3. Company marketing strategy

(1) Product strategy:

1. Product selection requirements: meet To meet the needs of college students, the price must be appropriate, the product quality must be good, and it must be practical. To ensure expected profits

2. Product classification:

A. Campus brand agent: (For such products, agents provide products and related information, and have corresponding policy support. You need to use cash to purchase.) a. For mid-range products from well-known brands, choose a brand cosmetics agent that is suitable for the college student market and is popular among college students.

B. Distribution products (direct purchase from manufacturers, wholesalers)

C. New products and popular products? Grasp the trend and pay attention to popular products. Grasp market information, continuously launch new products suitable for college students, and lead consumer trends.

Campus Supermarket Marketing Planning Plan Part 2

The letter business is the core business of China Post and the basis for the development of other businesses. Since the national development? Data is the wing, and business letters have taken off. Since the database marketing competition, all bureaus have regarded the business letter business as the top priority for postal development. The ** Municipal Post Bureau designated XX as the "mail business development year" and listed the letter business as the key business of the city's postal service. Campus marketing becomes a top priority.

In recent years, all walks of life have made a big fuss around the "college entrance examination economy" and "campus economy". Facts have proved that the campus market is indeed a huge economic cake, and a steady stream of students are the characteristics of this cake. The backbone of sustainable vitality, its consumption potential is worth exploring. The development of the campus market is characterized by scale and sustainability, which is in line with the market requirements for business letter business development. At the same time, the **Post Office has the advantage of integrating capital flow, information flow, and physical logistics. Its comprehensive network resources can provide thoughtful services to the campus market.

1. Product introduction

In XX, our bureau’s campus marketing mainly operates five major sectors, each with its own emphasis. Other projects can be assisted in the development. The details are as follows.

(1) Admissions Business Letter

The admissions business letter is a business letter tailor-made by our bureau for each institution. The purpose is to enhance the enrollment competitiveness of the institution. It is a variety of It is another important channel for colleges and universities to strive for high-quality students and expand enrollment. This business uses postage envelopes as the carrier, and can use standard No. 6 (230㎜?120㎜) or No. 7 (229㎜?162㎜) covers. We develop unique enrollment postage envelopes and enrollment brochures for different schools. The promotional content can be It is campus culture, scenic spots, school logo, faculty, professional introduction, teaching conditions, school scale, etc. Business development is mainly concentrated from May to July.

(2) Admission notice and personalized envelope

Use express postal mail (ems) to send the admission notice to the institution. The importance of every admission notice to a student and even a family is self-evident. Our bureau adheres to the principle of being highly responsible to students, the school, and the ems brand to ensure that every admission notice is fast, accurate, and Deliver the goods properly to the destination, ensuring the interests of both the school and the students with service quality. In addition, our bureau captures the characteristics of each university and launches personalized express envelopes for them, once again reflecting the characteristic marketing. The marketing stage of this business is concentrated from May to July.

In addition, college student files can also be sent by EMS.

(3) College Entrance Examination Gift Pack

The College Entrance Examination Gift Pack is also an important part of campus marketing and is distributed free of charge to candidates along with the College Entrance Examination Admission Notice. It is in the form of a paper handbag. Advertisements can be printed on the cover, and various forms of promotional pages and product objects can be placed inside. Its publicity forms are flexible and diverse, making up for the lack of advertising space in admission notices, making the college entrance examination media richer in form and delivery channels wider. The marketing time is concentrated from May to July and will be sent bundled with the admission notice.

(4) College Entrance Examination Volunteer Application Tutoring Software, Student Graduation Albums, and Student Postcards

The College Entrance Examination Volunteer Application Counseling System (including CD-ROM and books) is an intelligent system for College Entrance Examination candidates to fill in the application form. A tutoring and inquiry platform, which contains detailed information on more than 1,700 colleges and universities and majors, admissions information for each college from XX to XX, admissions brochures and enrollment plans for XX, college classification inquiries, volunteer application guides, and study abroad information. It is a set of practical and authoritative software; "Student Graduation Album" is a memorial album of profound value carefully designed for school graduates; "Student Postcards" is a book developed for school students of all ages. There are currently six sets of album-style postcards, with themes from universities, middle schools, and primary schools. "Student Graduation Albums" and "Student Postcards" were specially designed by famous designers from Beijing and **, and with reference to the opinions of students in some colleges and universities in Hohhot, the product design is unique and novel. Business development is concentrated from May to July.

(5) Campus stamped envelopes and campus postcards

Campus stamped envelopes and campus postcards are unique “business cards” for each school. With the **Post Office’s campus stamped envelope and card business With the in-depth development, more and more colleges and universities in our city have recognized this novel and practical way of publicity. Campus stamp envelopes and sheets can be designed with distinctive promotional texts and pictures of each college, which can well promote the school. It is a long-term campus marketing project to serve our own culture, highlight our personality, enhance our image and popularity, and the publicity effect is effective.

2. Market environment analysis

The college entrance examination economy can set off an upsurge in the entire campus economy. Using the college entrance examination economy to expand the scale of the campus market is the goal we have been pursuing. 12345

(1) Admissions letter

1. Market background

The enrollment trend in recent years is: various comprehensive universities in the city have expanded their enrollment scale. Independent colleges and vocational and technical colleges in undergraduate colleges compete for enrollment resources, private colleges and universities face the difficulty of poor enrollment channels, and various vocational training schools and cram schools face competition for junior high school graduates and college entrance examination students. Competition is fierce and information channels are insufficient. The smooth situation provides a good opportunity for admissions letters to enter the campus market and has a potential development market. At the same time, the enrollment methods of various schools began to change. In particular, formal colleges and universities began to pay attention to the promotion of their own image and brand, and maximized the absorption of outstanding candidates.

2. Market characteristics

⑴ Crowded enrollment space

When formal colleges expand enrollment, they not only intensify their own competition, but also increase the number of private and private schools. The enrollment pressure in colleges and universities is extremely fierce, and the competition for students is extremely fierce.

⑵ The source of rural students is relatively abundant

Due to rising tuition fees and employment difficulties, some rural students pay more attention to learning a skill. This provides opportunities for technical schools, vocational high schools, and vocational skills that teach professional skills. Specialized courses and other schools provide enrollment opportunities.

⑶ Further education and academic studies are heating up

Nowadays, rechargeable training and qualification training are developing rapidly, especially intensive classes, advanced classes, and advanced training courses set up in colleges and various examination centers. Qualification training courses came into being, expanding the demand for enrollment.

(2) Admission Notice

The Admission Notice is an "imperial edict" that maintains the destiny of every candidate. Both the school, the candidates, and the parents regard it as a treasure.

1. School needs analysis

Being able to send admission notices in a timely and accurate manner is a very important service for the school. It not only reflects the credibility and prestige of the school, but also is the It is a concentrated expression of the importance the school attaches to students. Therefore, all institutions, especially regular colleges and universities, must choose a "trustworthy" unit to provide them with this service. At the same time, specially-made personalized EMS envelopes can also achieve the effect of building publicity for the school, which is another good way for schools to increase their social influence.

2. Analysis of Candidates’ Needs

It is self-evident that students desire and expect an admission letter. Although with the increasing popularity of the Internet and communication tools, Candidates can currently obtain admission information through many methods, but the joy, preciousness, value and significance of holding a heavy admission notice from the school of their choice cannot be replaced by any other method.

In summary, based on the analysis of the school and the psychological needs of candidates, and based on the extraordinary importance of admission notices, facts have proven that Express Postal Service (EMS) has an extensive delivery network and a high degree of brand The reputation is sufficient to meet the high standards and strict requirements of the admission notice service, and both the school and the students are quite satisfied.

(3) College Entrance Examination Gift Pack

In order to make the College Entrance Examination Gift Pack truly an effective platform for major merchants to promote their business, our bureau must have a clear understanding of the products’ buyers (students) and sellers ( Merchants) conduct detailed surveys to gain a comprehensive understanding of their respective needs. On the basis of summarizing last year's experience, we will formulate more complete marketing measures to make the selection of customer groups more targeted.

1. Market analysis

In XX, the number of college entrance examination students in our city was 35,454, including 21,552 in urban areas. There are 6 undergraduate colleges and universities in Hohhot, plus various affiliated middle schools. According to statistics, nearly 20,000 city candidates will spend four years of college life in Hohhot.

Students are a huge consumer group. It is not difficult to find that various service industries such as restaurants, supermarkets, and chat bars around major universities are booming. Nowadays, there are more and more only children among college students, and their living standards at school are also constantly improving. For example, the proportion of college students using modern communication tools such as mobile phones, broadband Internet access, and IP phones has increased. Major communication operators have also targeted the large area of ????schools. cake. Many companies often use holidays to conduct promotional tours on major campuses, or promote through radio, television and other media. Not only are the costs high, they cannot reach every student. In response to this phenomenon, the "College Entrance Examination Gift Pack" produced by our bureau has become an effective publicity platform for various merchants, which can achieve twice the result with half the effort by sending business promotional materials.

2. Advantages of the “College Entrance Exam Gift Package”

First, it is highly popular. Because the college entrance examination gift package is sent together with the admission notice, it can reach every candidate accurately and is very popular.

Second, it is highly targeted. The college entrance examination gift package is specially sent to freshmen. Freshmen are bound to have a series of consumption activities at the beginning of their college life. Targeted publicity is closer to the market and easier to gain recognition from consumers.

Third, the internal parts come in various forms. In order to avoid monotonous publicity and causing resentment among admitted candidates during the collection, you can choose more physical items, such as various discount cards, coupons, Huoxiang Zhengqi Pill samples, cosmetic trial packs and other flexible and diverse forms of delivery.

Fourth, target customers have a wide range of choices. In addition to traditional customers from banks, communications industries, magazines, etc., customers from the Internet, food, pharmaceuticals, health care products (brain-beneficial) and other industries can also join the ranks of gift packages.

Fifth, the cost is low. When major businesses launch a business targeting students, a consumer group, they often spend a lot of manpower and material resources on publicity, which is extremely costly. Sending promotional materials in "college entrance exam gift packages" is a good way to make a lot of money easily.

(4) Volunteer application tutoring software, student graduation albums, student postcards

1. Volunteer application tutoring software

(1) Many candidates only focus on taking exams , regardless of application, or because there is no scientific reference basis, it is impossible to objectively analyze the enrollment trends of various colleges and universities in recent years. Candidates can only fill in their application based on interests and hobbies, which is blind;

( 2) At the same time, as the employment pressure becomes increasingly severe, parents are generally concerned about what major candidates should choose after entering university;

(3) ***There are There are 35,454 college entrance examination graduates, including 21,552 urban candidates. This group has relatively strong purchasing power and has become a key public relations target.

Therefore, based on the analysis of parents’ psychology and employment patterns, college entrance examination application guidance software has broad market demand.

2. Student graduation albums and student postcards

In a humanized era, emotional communication is becoming more and more important. Student graduation albums and student postcards are items that can be used by students of all ages. Promote business. Student graduation albums are suitable for graduates of major, middle and primary schools. Currently, there are about 35,000 high school graduates, 34,000 junior high school graduates, and 39,000 primary school graduates in our city (including five banner counties); student postcards It is suitable for all school students. According to statistics, in XX, there were about 130,000 college students, 110,000 middle school students, and 180,000 primary school students in ** City. Through analysis, the market demand for these two businesses is very broad.

(5) Campus stamped envelopes and campus postcards

** City has 17 general colleges and universities, 2 adult colleges and universities, 13 technical secondary schools, 167 general middle schools, and 33 vocational middle schools. There are 725 primary schools and 957 schools. As the competition for enrollment intensifies, various schools are paying more and more attention to improving their visibility and are eager to establish their image in an effective way. Users of campus postage envelopes and campus postcards Most of them are students at school, but with the exchange of letters, the impact of a small seal can be expanded to all corners of the country, and the publicity effect cannot be underestimated. The development of campus stamped envelopes and campus postcards is a project with small investment and large profits for the school.

3. Target customer positioning

(1) Enrollment business letter, admission notice, college entrance examination gift package

From the correlation of these three businesses, we can see It can be seen that the target customers of "Admission Notice" are a subset of "Admissions Business Letter", and "College Entrance Examination Gift Pack" is issued with "Admission Notice". Therefore, the target customer groups of the three are all locked in:

　⑴Regular undergraduate institutions;

⑵University and technical secondary schools;

⑶Various technical colleges, vocational secondary schools, and vocational high schools;

　⑷Various educational institutions, cram schools, and short-term training courses;

⑸Private schools and secondary colleges.

(2) College Entrance Examination Volunteer Application Counseling Software, Student Graduation Albums, Student Postcards

? College Entrance Examination Volunteer Application Counseling Software? Target customers are: College Entrance Examination Candidates in the City;

　?Student graduation album? Target customers are: graduates of major, middle and primary schools, and students in cram schools for secondary and college entrance examinations;

?Student postcards? Target customers are: various schools of all current students.

It can be seen that the target audience of these three businesses is quite large.

(3) Campus stamped envelopes and campus postcards

Based on the customer positioning of the above-mentioned enrollment business letters, primary and secondary schools in the city (including banner counties) are also targeted as target customers.

The target customers of each business are intersecting and complementary to a certain extent. Flexible target determination is conducive to maximizing the development of users.

IV. Marketing Strategy

Through analysis, it is found that each product and service has its corresponding potential market relationship. How to reasonably match supply and demand requires marketing strategy to solve.

(1) Key Account Marketing

? Marketing team marketing plan = key account marketing? This simple formula has rich connotations and extensions, and mainly includes three aspects:

1. Organize a dedicated marketing team. Establish a marketing team led by the director in charge to strengthen the improvement of the quality of the marketing team.

2. Develop a professional marketing plan. Develop a unified and guiding plan, and make local adjustments according to needs for different marketing projects and customer entities.

3. On the basis of maintaining previous customer relationships, carry out planned and deployed marketing to major customers. The principle can be based on that key customers are developed by professional bureaus, and other customers are developed by local bureaus. New users are added while maintaining the number of old customers.

(2) Combination Marketing

After each product is introduced to the market, the sales performance is different. By studying the popularity of certain products, we can adopt best-selling strategies. The product is sold in combination with relatively less popular products, ultimately achieving the ultimate win.

(3) Emotional marketing

When marketing products, we must grasp the mentality of the demanders, be good at empathy, know ourselves and the enemy, and be victorious in all battles. When communicating with customers Only by using reason and emotion in public relations can we achieve fruitful results.

(4) Slogan Marketing

This method is mainly aimed at the "College Entrance Examination Volunteer Application Tutoring Software". In addition to selling this product directly to candidates, it also targets parents of candidates. It is recommended to make a A promotional poster specifically for parents, titled: "Behind the College Entrance Examination, Parents' Responsibilities as Chief of Staff", uses slogans to mobilize the enthusiasm of parents.

5. Marketing channels

Marketing channels are the only way for products to reach customers smoothly. On the premise of effectively controlling costs, multiple channels should be used.

(1) Sales strategy for large customers

Clearly divide each institution to ensure large-volume development and drive small-volume development to achieve scale and sustainability of large-customer business. transformation as the focus of marketing.

(2) Temporary promotion strategy

Set up temporary promotion points in schools, which are both sales terminals and publicity release platforms. This sales method can not only directly face target customers, but also cost-effective. lower.

(3) Use the middleman strategy

You can choose a student supply store next to the school and sell some products through wholesale or retail. This is a long-term and direct-to-consumer strategy. The customer's sales channel supplements the short-term temporary promotion, but the corresponding agency fee needs to be paid to the store.

(4) Business hall retail strategy

Take advantage of the postal business hall’s wide range of locations to sell by posting promotional posters and other methods. This sales channel has the characteristics of wide sales coverage, multiple customer types, and low cost, but the target group is poorly targeted.

(5) 11185 service hotline strategy

Use the postal service’s own 11185 service platform to carry out telephone ordering and delivery services as a supplement to the entire sales channel.

Campus Supermarket Marketing Planning Plan Part 3

1. Industry Background

With the improvement of living standards, drinking coffee has gradually become a way of life. Campuses that are easy to accept new things and have strong and stable consumption power have naturally become important places for coffee to settle down.

Coffee has become an important place for people to communicate and enjoy themselves. For campus, it is an ideal place for learning, gathering, communication and leisure.

Coffee is not just a drink, but an atmosphere, culture and pursuit of life. Campus cafes not only enrich campus life, but also provide teachers and students with high cultural quality with higher taste and spiritual enjoyment.

University campuses are extremely densely populated places with a stable consumer market and strong demand, which makes coffee shops highly competitive and easy to imitate.

As a supplement and enrichment to campus life, school teachers and students need a convenient place for leisure, entertainment, learning and communication.

Second, industry overview analysis

Usually there are coffee shops, milk tea shops, KTV and other catering and entertainment venues around universities. Taking Yangtze University as an example, there are There are many milk tea shops and KTVs, and the market competition is very fierce. If you want to win in the fierce competition, you must give full play to your own advantages, establish a unique image and brand culture, and create differentiated value for customers.

3. Market analysis

1. Advantages of campus cafes

(1) Convenience, the place is set up around the school, saving customers time and cost.

(2) The environment is relatively simple, suitable for students, and not complicated.

(3) It is easy to consume in groups, allowing teachers and students to spread word of mouth, forming a word-of-mouth effect.

2. Disadvantages of campus coffee shops

(1) It is not as strong as professional coffee shops and its influence is weak.

(2) The consumer group is single, and consumption time is concentrated at noon and evening, which increases operating expenses.

(3) The operating area is limited and it is difficult to expand development.

3. Opportunities for campus cafes

(1) The consumer groups are concentrated and the consumption potential is huge.

(2) Students are all young people. Once they form habits and consumption preferences, they will easily form customer loyalty.

(3) The school lacks novel and unique cafes.

4. Threats from campus cafes

(1) The cost of market entry is low, and it is easy for competitors to imitate and follow up.

(2) Competition among other dining establishments around the school is fierce.

5. Consumer analysis

The age, income, and consumption habits of potential customers in the campus market are relatively single. They are mainly students and teachers. Among them, students are the largest group, and faculty and staff are the largest. There are fewer students, and Yangtze University has the largest number of junior college students, followed by undergraduate students. In school, the three points and one line of life in the dormitory, classroom, and canteen urgently need to be enriched. There is an urgent need to enrich leisure and entertainment venues such as cafes, which provide teachers and students with alternative choices. And there is another group of people that has been ignored, and that is couples. For a place that requires a quiet world for two people to talk about love and exchange feelings, the campus cafe is the most suitable place.

IV. Action plan

1. Cafe environment

The environment is elegant, clean and comfortable. These are the feelings and environment that must be enjoyed in the cafe. Atmosphere, service, etc. are also important reasons to attract consumers. As campus life becomes more and more abundant, students’ consumption level is getting higher and higher, and their requirements for the consumption environment are also getting higher and higher. In addition to being clean and tidy, they also hope that when they enter the campus cafe, they will be given A very creative feeling, giving student consumers a deep sensory impression.

(1) The coffee shop should give people a sense of freshness and does not need to be decorated too much, but the overall atmosphere should still be combined with the culture of the coffee shop to reflect the history and culture of coffee.

(2) Since it is a coffee shop, the coffee manufacturing process must be authentic, the taste must be pure, and the coffee can be made in a conspicuous place and presented to consumers.

(3) Ensure that the inside and outside of the cafe are clean and tidy, including the bathroom.

(4) Ensure the quality of service personnel, preferably uniform and uniquely designed clothing.

Before starting service work, they can be trained on coffee and understand the history and knowledge of coffee.

(5) Real-time advertising within the school to spread coffee culture.

2. Product strategy

Mainly sell coffee. Secondly, you can sell some other drinks, snacks, light meals, and you can also customize some small gifts to promote the establishment of the brand image. , and at the same time hold theme activities regularly.

For students with limited financial income, we launch basic drinks with snacks, single drinks, special recommendations, packages, etc. from low to high-end series, and adopt a limited-time discount and points system.

3. Advertising

Post or distribute leaflets at school gates, canteens, libraries and other places with high traffic. You can also post messages on the campus BBS.