Mineral water marketing plan book

Water is the source of life and an indispensable mass commodity in contemporary society. There are not a few enterprises specializing in mineral water products. I have compiled some practical mineral water marketing planning schemes for you online. Welcome to read and learn from them.

Mineral water marketing planning scheme (1)

Xishibao mineral water integration marketing planning

Market research and analysis

1. Market background

(1) The competition in the beverage market is fierce.

There are many varieties and brands in the beverage market, with large marketing investment and low profit. New varieties and brands of fruit juice and functional drinks are constantly emerging, and the beverage market is constantly being chopped and subdivided, dividing up consumers' wallets and crowding out the market of beverage water.

(2) Various brands

The water content of drinks includes pure water (including space water and distilled water) and mineral water. There are more than 0/000 pure water producers and more than 0/000 mineral water producers in China. In Wuhan market, there are 29 kinds of pure water and 2/kloc-0 kinds of mineral water.

(3) Pure water is superior to mineral water in all aspects.

From advertising, marketing level, brand appeal to consumer preferences, mineral water is not as good as pure water as a whole. The objective advantage of pure water utilization is low cost, and there are misunderstandings in consumers' choice of beverage water at this stage.

(4) Mineral water has a good prospect and great potential.

In developed countries, drinking mineral water is a sign of health and taste. World-famous brands of water drinks are all mineral water, such as France? Evian? . Mineral water has a long history of nearly a hundred years in the world. China consumers' awareness of mineral water has improved rapidly. Drinking water is not only for quenching thirst, but also for pursuing health benefits. The quality of mineral water in China has been greatly improved, with the qualified rate rising from 34.5% in 1992 to 78.2% in 1997, and the sales of some brands of mineral water are also quite large.

2. Competitor status

First Army: Robust, Wahaha and Master Kong, they are leading brands; Second Army: Nongfu Spring, Ipoh, Xiaoheizi and Hortmann, strong brands; More than 40 other kinds of water drinks are inferior brands and weak brands.

First Master Kong 30.64%

The second place is steady 28.56%

Third place Wahaha 15.74%

Characteristics; Brand awareness is high, enterprises have strength, and advertising investment is large. Robust produces both pure water and mineral water, making money from pure water at low cost and relying on the image of mineral water trees.

Robust and Wahaha successively set up branches in Hubei, implementing localization strategy, reducing costs and strengthening competitiveness.

3. Consumer situation

Consumers have formed the habit of buying drinking water, with frequent buyers accounting for 48.89%, occasional buyers accounting for 48. 15%, and only 2.96% never buy it. The age structure is obviously lighter.

Characteristics of consumption behavior: Emphasis on brand and taste, vague concept of mineral water and pure water. However, some consumers have realized that it is useless to drink pure water for a long time, and began to pay attention to choosing high-quality mineral water.

4. Market potential

Wuhan is the Big Four? A stove? First, the sales of beverage water are huge. Wu Hanyou has 7.5 million people. People who regularly buy beverage water buy more than 1 bottle (600mL, 1.20 yuan) every day in summer, with a sales volume of 396 million. Occasionally, people buy 1 bottle every summer, and the sales volume is 55,728,800. Other seasons are ignored for the time being. The actual potential of drinking water in Wuhan is at least 450 million, even if it is 50% off, it has more than 200 million potential.

5. Market performance of rare treasures

The popularity and reputation are not high. In Wuhan, the original market share of Rare World Treasure is only 1.70%. Consumers are rare treasures? Don't understand? 87.4 1%,? Do you understand? 12.60%; Brand awareness 16.20%.

Sales are extremely low. 1998 * * * The output is 1700 tons, and the total sales in various places are less than 4 million yuan. The annual sales in Wuhan area is only about 800,000.

Rare treasures have their own characteristics, but their performance is not outstanding. Rare treasures are different from other pure water and mineral water in their selenium-enriched characteristics, but few people know about them.

Price is high. In the case that consumers do not know that it is good water, the price is not competitive.

The distribution is very bad and it is not convenient to buy.

The packaging design is poor, and the bottle sticker looks old, tasteless and tasteless.

Have a brand survival foundation. Rare treasures have been sold in Wuhan for three years by interpersonal relationships, maintaining the foundation of brand survival.

Business analysis

Rare Treasure Mineral Water Company was established in 1992 and 10, and its production place is Jianshi County, Enshi Prefecture, Hubei Province. The product was put into trial sale on 1995, and the company set up a sales head office on1March 1997, with an annual production capacity of 20,000 tons. Rare treasures have been listed for three years, and their market share, reputation and total sales are still at a very low level. What factors have influenced rare treasures? Through investigation and study, it is found that the main problems are:

1. Extensive management. Especially in the sales system, it does not adapt to the modern market competition environment, and has not established a scientific, unified and authoritative sales command center and a professional and efficient sales team. Wuhan branch and trading company are fighting and wrangling with each other.

2. The personnel layout is unbalanced. Do more management and less business; There are many idle people and few officers.

3. Lack of marketing talents. Due to the shortage of marketing professionals, they only know how to reduce production, but they don't know how to impact the market; I only know that I and my products are good things, thinking that everyone will love you, and I don't know why people have to love you; I only know how to invest in production equipment bravely, but I dare not spend money on advertising, and so on.

4. There is no clear positioning. Rare treasures have no market positioning, no product function positioning, no unique sales proposition (USP), and the product image is vague. If you don't give consumers benefits, why should people buy them?

5, no market research, no advertising. Without market research, it is like letting the blind touch the elephant before the war. How can consumers dare to drink without advertisements? Never heard of water? . Therefore, consumers are not interested and dealers have no confidence.

6. The work of lending is extremely inadequate. Shopping malls, supermarkets, tourist attractions and street stalls rarely see the shadow of rare treasures. Mineral water, a ready-to-drink commodity, can never be bought with such poor distribution. Because no one will run away for a bottle of water.

7. Lack of marketing skills. Due to the lack of marketing talents, the marketing level of rare treasures is very low, and there is no market research, strategic planning, long-term planning and incoherent and unsystematic marketing planning. Advertising positioning is vague, advertising is not strong enough, and the means are backward. Blindly explore the market, there is no focus, no priority, etc.

8. The packaging design is extremely poor. The bottle looks old, tasteless and tasteless. Packaging is the face of products. The face is unclean and extremely ugly. Will consumers still be interested?

9. The external competitive environment is harsh. Beverage and water industry is one of the most competitive industries in the market, and mineral water faces the strongest competitor? Pure water is very powerful. With low cost, relying on big brands and strong financial support, under the guidance of correct market strategy, they occupy the dominant position of beverage water. It is not easy for anyone to open the mineral water market.

strategic planning

1. strategic thinking: draw a clear line with pure water, do not fight price wars, and do not go downhill with it; Play the function card, highlight the natural selenium-enriched price of rare treasures, and clarify the value-added benefits that consumers can obtain; Advocate a green and healthy lifestyle to the whole society, spread a scientific and correct view of consumption, thus establishing a healthy and high-taste brand image of rare treasures and shaping a corporate image that is sincerely responsible for society and committed to benefiting mankind.

2. Strategic steps: establish a brand and be a local boss; Strengthen the brand and become a well-known brand of mineral water in China; Extend the brand and become the world's leading green health industry with selenium as the core.

3. Strategic deployment: take Wuhan as the base camp, Beijing as the key market in the north, take the lead in breaking through, stabilize the position and go to the whole country.

4. Brand image positioning: health, vitality and noble taste!

5. Product function positioning: Se-enriched, protecting eyesight.

Rare things are expensive. Rare mineral selenium is a scarce resource of rare mineral water. It is the only natural mineral water with selenium content up to the standard in China, and it is also the only high-quality mineral water with selenium, Sharp and low sodium bicarbonate up to the standard. This is an important basis for product positioning, and also a foothold for realizing value monopoly and winning competition.

How to find the coincidence point between product characteristics and consumer demand? Selenium has many functions such as anti-cancer, improving cardiovascular and cerebrovascular diseases and protecting eyesight. Only by protecting eyes and improving eyesight can it best meet the identity of water and the consumption psychology of water, and consumers can believe and accept it. After scientific discussion, it is found to be objective, effective and feasible.

6. Three levels of core products: first, quenching thirst; Second, improve vision; Third, provide various trace elements needed by the human body.

7. Positioning of consumption into groups: young people are the mainstay, and primary and secondary school students are the breakthrough.

According to the function of rare treasures, selenium enrichment is to improve eyesight, so the consumer groups are clear: ① primary and secondary school students; ② Intellectuals and computer operators; ③ Middle-aged and elderly people and tourists with poor eyesight.

For the communication of various consumer groups, it is necessary to have primary and secondary steps, and the student group is the focus, so we should take the lead in breaking through.

market strategy

(A) sales philosophy

1. Brand concept: sell water and health while giving you good eyesight.

2. Brand foundation: it not only meets the basic physiological needs, but also provides excess value that other brands cannot provide; And can satisfy the above benefits in a convenient and pleasant situation.

3. Conceptual support: build rare selenium mineral water according to the natural geographical structure of the producing area of rare selenium mineral water? Three levels in a row? Concept.

The first stage: aboveground circulation 16 years, clean water, rich in selenium and containing many trace elements;

The second level: ten kilometers below the mountain, spewing out halfway up the mountain;

The third stage: beyond the general mineral water, the contents of various elements, especially selenium, strontium and low sodium heavy calcium carbonate, reach the standard;

4. Marketing concept: Based on the latest modern integrated marketing communication theory, combined with Pi Fu's planning concept and experience, tradition and innovation are combined to mobilize all available means, such as advertising, public relations, event marketing, promotion, news propaganda, CI, etc. , establish brand-name services for products, and jointly open the market.

marketing mix

A. products

1. Replace the old bottle with a new bottle: change the bottle sticker. Rare treasures are products listed in Wuhan for three years. You don't have to change the name or the water, but the old image must be changed. The original bottle sticker gives people the impression that it is outdated and low-grade. The water is colorless and tasteless, rich in minerals and invisible. So the bottle sticker represents water, so it can definitely replace water? Talk? . This technology is very important.

Design idea: First of all, we should design a high-taste Logo, which is the core of VI system, and other elements should be matched with it to show the brand. Recombine product description and express product characteristics.

2. Specification combination: only 600mL is not enough. Individualization, differentiation and serialization of product specifications are important means to facilitate customers and gain competitive advantage. 330ml and 5L vats (household) should be added.

B. Price policy

Retail price: 600mL, 2.50-3.00; 330mL, 2.00-2.50 yuan. This price is slightly higher than robust and other mineral water, and slightly lower than high-end brands such as Evian to show its value.

C. Advertising and promotion strategies

1. advertising creative strategy principle: rational appeal is the main one, supplemented by emotional appeal.

2. Advertising target: primary and secondary school students.

3. Advertising performance strategy: the star is famous. Borrowing stars should be new, accurate and clever.

The first thing to open the market is product awareness, especially water, a consumer product with low attention and high sensitivity. In China, the quickest way to gain popularity is to invite celebrities to advertise. Being famous by a star always works. And new stars are the most suitable for making new products, that is to say, looking for the latest stars.

What is the key to finding a new star? Difficult? So, be ahead of time, don't be mistaken, and make an accurate prediction? Star? The heat and trend of investment are what consumers like.

Zhao Wei, who plays the swallow in Princess Pearl, is the first choice: first, he is an absolute star, and other corporate products have never been used; Second, the popularity is booming, which is deeply loved by ordinary consumers; Third,? Little swallow? Zhao Wei is particularly popular among primary and secondary school students, and it is our main target; Fourth, she has a pair of unusually large eyes, which are attractive and watery, which is consistent with the main function of the product. A spokesman for the image of rare treasures? Little swallow? It belongs to someone else.

4. Advertising principle: mainly hard advertising, supplemented by soft advertising; Mainly regional media, supplemented by national media; Hard advertisements are mainly TV and newspapers, and a series of special advertisements are published, supplemented by other media; Soft advertisements are mainly newspapers, which publish a series of popular science articles. In addition, there are TV feature films, radio feature films, DM and brochures as supplements.

The release of TV advertisements should make the rare treasure advertisement starring Zhao Wei catch the hottest ride in Princess Zhu Huan and the sequel 1999, adding fuel to the fire. Swallow in the film is a rare treasure advertisement played by swallow outside the film, which in turn strengthens memory and becomes a hot topic in society.

5. Promotion strategy principle: combination is the main, and miraculous effect is the best. Increase the breadth of market adoption of products by conventional methods, stand out from many competitors unexpectedly, and increase the depth of market adoption.

D. Channel planning

1. Principal-agent system: Wuhan should combine wholesale and direct sales;

Give priority to the distribution of goods to tourist attractions, schools, stadiums, street shops, cheap supermarkets and large shopping malls;

Small wholesale stalls, on the condition of posting rare treasures posters, give 3-5 bottles of rare treasures at the beginning to set off the atmosphere and attract purchases.

2. Channel strategy:

(1) Sell rare treasures and send them to the booth freezer. Pay the deposit to receive the freezer with the Logo and advertising language of rare treasures. After the sales of rare treasures reach the standard, the freezer belongs to the stall owner.

② Monopoly sales of tourist attractions. Through relationship marketing, rare treasures will become the designated drinks in key tourist spots. Rare treasures contribute to the printing of tickets for various scenic spots, and at the same time, rare treasures advertisements are printed on the tickets, forming a one-to-one marketing effect.

③ Accumulated points reward wholesalers. Establish several boundaries for wholesalers, and each boundary has corresponding rewards.

(4) Building community direct selling stations to cover the whole Wuhan market.

E. Event marketing

1. Activity purpose: to shape brand image, expand popularity and improve reputation.

2. Creative principles of activities: innovation, two-way communication, participation in interaction, grasping the pulse of the times, creating or triggering social hotspots, and guiding consumer fashion.

F. Public relations and image activities

1. Activity purpose: to cultivate consumers' brand preference and eliminate bad interference factors.

2. Activity principle: If you don't do it easily, you will do it successfully. Dredge relationships, connect feelings, and use the strength of all parties to directly or indirectly serve products to expand the market.

advertising creative

Rare treasures children's songs:

Advertising target: primary and secondary school students

Advertising Appeal: Improving Vision

Appeal support point: Rare treasures contain more selenium.

Advertising slogan: Always drink rare treasures, and your eyesight will be better.

Advertising creative content:

Take a combination of life clips and celebrity recommendations. In the cheerful melody of the well-known children's song The Little Swallow, Zhao Wei, the star of Princess Pearl and the actor of the popular star The Little Swallow, looks like a king among children. She leads a group of lovely children to do eye exercises. Voice-over A young voice sang a song adapted from the children's song The Little Swallow. Swallows with big eyes drink a bottle of mineral water every day to point out the theme of the advertisement. Zhao Wei, holding rare mineral water, blinked a pair of big bright eyes and said: Drinking rare treasures often will make your eyesight better? .

Theme activities

1. Borrow? Visual year? Looking for treasures

With help? China Vision' 99? Conduct event marketing.

According to the survey of health department, the incidence of myopia in middle school students is 64% and that in primary school students is 46%. The most remarkable function of rare mineral water is to prevent myopia and improve eyesight.

Guests: Anyone looking for mineral water containing selenium can participate in the lucky draw. On the first day, 500 yuan will reward 20 prizes. The next day, reward 300 yuan, 35; On the third day, reward 100 yuan and reward 100 people.

Purpose of the activity: to quickly enhance popularity, strengthen the scarcity of product resources, and enhance the high value of rare treasures.

This activity is an unprecedented sensation, with more than 1000 people participating every day. Major local news media reported in succession. What an expensive selenium mineral spring, a bottle of 500 yuan? Become a topic of gossip. Rare mineral water has achieved high popularity in a short period of time, greatly improving the sense of rarity of products.

2. borrow? Environmental protection? Try to buy people's hearts.

The topic of the activity is:? Buy empty bottles at a high price for environmental protection? . 1 Empty bottles of rare treasures are exchanged for 2 yuan money, 1 Money is exchanged for drinking bottles of other brands.

Purpose of the activity: to enhance the reputation of rare treasures and establish a lofty image dedicated to human health and environmental protection.

After the activity began, there were a sea of people every day, and tens of thousands of empty bottles of rare treasures were collected in three days, and the reputation of rare treasures soared.

3. Solve puzzles with ecology

In view of some consumers' doubts about the authenticity of the water source of rare selenium mines, the eco-tourism Enshi source-seeking activity was carried out. The forest coverage rate of Jianshi County, Enshi, Hubei Province, the source of rare treasure mineral water, is over 60%, with fresh air, beautiful scenery, simple folk customs and excellent ecology.

Activity content: On March 9. 10, consumers can participate in the lucky draw by mailing five rare mineral water bottles to Rare Treasure Company, and the winners will go to Enshi to seek sources.

Consumers actively participated, and * * * received tens of thousands of letters, among which a young man mailed more than 1000 letters, winning three consecutive prizes. After traveling, everyone will say that the rare mineral water is really natural, and you can drink as much as you want. This activity has achieved the expected results, which not only eliminated consumers' doubts, but also played a good role in promoting sales.

4. Create momentum through public opinion

Creating a competitive environment conducive to mineral water and selenium mineral water for oneself has aroused the concern of the whole society. Publish a series of popular science articles to spread the following ideas: drink mineral water when drinking water; Rare and precious mineral water is the only mineral water with selenium content up to standard in China. Rare treasure is a high-quality mineral water, only three minerals, selenium, strontium and low-sodium heavy calcium carbonate, are up to the standard in China and are worth the money. The development trend of drinking water in the world is that mineral water will live forever and become more and more prosperous and popular; How to choose high quality mineral water? A series of popular science articles have been published around the above concepts.

These well-founded articles have been published 18 times in major newspapers in Wuhan, namely Changjiang Daily, Wuhan Evening News, Chutian Metropolis Daily, Life Times and China Weekend.

As soon as the popular science article was published, it immediately triggered a big social discussion. Consumers seem to hear such a convincing voice for the first time, eliminating doubts about mineral water and applauding the spirit that rare treasures are responsible to consumers; Relevant experts also participated in quoting classics for mineral water; Production enterprises are unwilling to be lonely and safeguard their own interests.

The climax of the big debate was repeated, and the major media in Beijing and South Korea rushed to report it, adding fuel to the fire. It has further expanded its influence and greatly enhanced the popularity and reputation of rare treasures.

Effect evaluation

Under the guidance of Beijing Pi Fu Marketing Planning Co., Ltd., Rare Precious Mineral Water opened the Wuhan market in less than half a year in the most competitive beverage industry, making Rare Precious Mineral Water a well-known brand with a reputation as high as 90% and a reputation as high as 75%, and achieved an impressive sales performance that increased by more than ten times compared with the same period last year.

Rare treasure holds high the banner of pure natural mineral water, takes the lead in advocating the new concept of green health, sets off the consumption fashion of drinking mineral water in the whole country, establishes a distinctive brand image of rare treasure, and paints a bright future for the plain mineral water market.

Mineral Water Marketing Planning Scheme (2)

Marketing Strategy of Runtian Mineral Water in Jiangxi Province

Brief introduction of Runtian mineral water

Jiangxi Runtian Beverage Co., Ltd. is a company dedicated to the production and management of natural beverages and food. Runtian Company was established in 19xx. From a local brand to a national brand, it has developed steadily year by year, seeking the market with product quality and advocating? Return to nature and pay attention to health? Green concept, striving to create a healthy and safe brand image of Runtian, has a very good reputation among consumers. Runtian mineral water comes from the diamond-grade mineral water source 470 meters underground of Mingyue Mountain in National Geological Park and National Forest Park. Enterprises set up factories in the water source area and adopt modern advanced water treatment technology to directly inject water. While keeping the original trace element content unchanged, it ensures the clear, round, transparent and delicate natural taste of mineral water and maintains the natural endowment of primitive geology. The three indexes of selenium, strontium and metasilicic acid in spring water all reach and exceed the national standard for drinking natural mineral water.

First, the marketing environment analysis

1, macro environmental conditions

Successful companies can recognize unmet needs and trends in the environment and respond to them to make profits. A company must monitor six main factors: humanity, economy, natural environment, technology, politics, law and social culture. As a big company about to enter the market, Runtian Beverage Company must be clear about its own consumer groups and their needs. Therefore, we must predict the development trend of the market and the development of consumers' consumption tendency, take the market as the guide, produce marketable products, and continuously meet the market demand.

2, product status analysis

At present, the mineral water market is very large, and it has almost become a must-buy item for people every day. At the same time, the state's support for mineral water is also relatively strong.

At present, in China market, there is a trend of multi-brand, multi-level, large capacity, rapid change and fierce market competition.

3. Opponent analysis

At present, there are many brands of mineral water on the market, such as Master Kong, Wahaha, Nongfu Spring and Robust. , are strong competitors of Runtian, and the high-end markets of mineral water such as Evian, China Resources Ipoh, Kunlun Mountain Mineral Water, Jing Tian and Danone Yili also pose a certain threat to Runtian's market. It is almost impossible to completely monopolize the market. Only by seeking the appeal point that can attract consumers is the bright road to open the door to the market.

4, consumer behavior analysis

Consumers have formed the habit of buying drinking water, with regular buyers accounting for a part, occasional buyers accounting for a part, and only a few people never buy it, and the age structure is obviously light.

Of course, consumers will pay attention to health, whether it has adverse effects on the body and so on. But this is the foundation. In other words, most of the water on the market should be safe. Next, consumers are not concerned about drinking water to protect health and treat any diseases, but mainly to quench their thirst.

And consumers buy mineral water for a long time, and the water will not exceed 2 yuan/bottle. Suddenly a bottle of 3 yuan/bottle of water has undoubtedly formed the psychology of buying? Obstacles Will it be expensive, plus there is no good one? Why? Encourage them to buy and eventually turn to other brands.

There is little difference in the function of water to meet the core needs of consumers. Consumers don't care much about how many kinds of trace elements are contained in this water, how many substances needed by the human body are added, and so on. From this point of view, it is difficult to appeal for water differentiation through function, and the best way to work is brand building and lifestyle promotion.

Second, the marketing strategy of Runtian mineral water

1, target market selection and product positioning

The target population of Runtian ordinary mineral water is the general public, while the price of Runtiancui selenium-containing mineral water is much higher than that of ordinary water, so the target market selection is mainly aimed at those groups who are very concerned about healthy drinking water and have certain consumption power. These people are mainly executives of big companies, bosses of small companies, fashionistas and so on. So as to influence and radiate other consumer groups from point to area.

Product positioning: In the newly launched Runtian Cuitian, we sell nature, health and culture while selling water.

Selenium-containing mineral water is particularly healthy selenium-containing water.

2. Product strategy

The core product of mineral water is generally to help consumers quench their thirst, but the form products, expected products, extended products and potential products provided by mineral water are different. I think buying Runtian mineral water to give me other eye products is its advertising slogan. Didi Runtian makes me feel very comfortable, and I feel thirsty before drinking. In addition, product strategy is the cornerstone of the whole marketing mix strategy. Runtian Company should understand the existing products, develop new products, improve and perfect the product performance, so as to successfully occupy the market and become the foundation and foundation for the reasonable and smooth operation of the enterprise.

Products must be novel and differentiated, which is very important for a new beverage. Differentiated marketing must grasp the behavioral characteristics of segmented consumer groups, use differentiated marketing strategies, quickly attract the attention of consumer groups with unique concepts and forms, and at the same time reduce the sensitivity of customers to product prices and quickly cut into the market. And products can be powerful? Sales team? It must be one of the most critical factors to impress consumers, stabilize consumer groups and cause them to buy back.

Before launching the new brand of Cui natural selenium-containing mineral water, Runtian Company introduced Consulting Co., Ltd. and intended to have this product? Sales? Has the era entered? Brand? Time? Runtian? Take this new product as the product on which the strategic transformation of the enterprise depends. In the process of new product market development and operation, Runtian? Just do it around a few questions, that is, who will sell it? To whom? Where can I sell it? What do you sell? Secondly, new products are under development. Runtian? Is it? Run Tian Cui? Mineral water is targeted at high-end consumers, selling not only a bottle of water, but a bottle of high-quality, graded and healthy water. price strategies

Runtian Company divides the positioning of mineral water into three categories, namely, high-end mineral water represented by Wuweiquan, 4-5 grade intermediate mineral water represented by Runtiancui, and ordinary mineral water mainly produced and sold by local water sources.

The price strategies of several major brands in the market are different. For example, a bottle of Wahaha 1.5 yuan, the market price of ordinary mineral water in Runtian is generally one yuan a bottle. This low-price strategy has played an important role in the competition with similar brands. Runtian adheres to the principle of small profits but quick turnover, and it is precisely for this reason that it is still developing strongly in the global financial turmoil. The monthly sales of 20xx 1- 10 exceeded one billion, up 40% year-on-year, which also made Runtian gain more profit space.

The new product Cui natural selenium-containing mineral water is considered from four aspects. First of all, consumers should feel something.

Value, the second is to have certain advantages over competitive products, the third is to have profit space in the middle channel, and finally the enterprise should have profit. According to product characteristics and geographical conditions, 348ml is priced in 2 yuan/bottle, and 588 is priced in 2.5 yuan/bottle.

packaging strategy

In the product packaging of Runtian mineral water, Runtian is mainly blue and green, which embodies the characteristics of health and closeness to nature.

Distribution strategy

Distribution channels are mainly through multi-level dealers, franchise chain, regional buyouts and large stores. The most important thing is to set up terminals in large supermarkets, supermarket chains, convenience stores and business districts.

Runtian Company has established a perfect distribution network and distribution system in Jiangxi, with a sound marketing network and standardized internal management. In the provincial capital cities, prefecture-level cities, more than 80% of counties and county-level cities, distributors are set up to distribute our products, which enjoys a high reputation in dealer street. Has a well-trained and strong execution of the sales team, gathered from all over the country's elite talents. However, from the perspective of the national market, there are still many shortcomings, and the sales channels are relatively smooth.

promotion policy

Summer is the peak season of mineral water sales, which will inevitably cause competition from many companies. Runtian Company has been promoting and sponsoring activities on university campuses, such as Jiangxi University of Finance and Economics in 20xx. Runtian? The fourth advertising festival. At the 20xx Changsha National Autumn Sugar and Liquor Conference, Runtian took this opportunity to promote his brand, such as free water distribution and printing. Runtian? Gift bags and other on-site activities to achieve the expected goals. It also promoted sales through public relations activities, such as helping Wenchuan in xx, which greatly enhanced Runtian's brand image.

Runtian mineral water shapes the concept of healthy drinking water. High-end water such as selenium embellish the sky needs to build momentum, instead of small-scale activities in every city. The form of activity can be single, but it must be unified and coordinated, facing the public with the image of healthy sunshine, highlighting the core competitiveness of selenium-containing water and promoting new categories of selenium mineral water. Cooperate with the large-scale roadshow in the business circle to enhance the brand and product awareness.

I recommend it carefully.