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2000年1月,应 H 牌调味品生产厂家之邀,为其新品炸鸡调料进行入市进场设计。这是一家小厂,没有多少启动资金去包装宣传,人力资源匮乏,营销理念模糊,加之上海味好美,合肥麦宝,已先入为主占据了南京的各大买场,下游又是低价、杂牌的围困,面对杂乱无绪的市场态势和本品卖点的苍白,企业进退维谷。经过1个月的市场调研将本产品的目标群、购买场所、通路的框架、传播路径、竞品的传播、通路、终端作了定性、定量的分析,实操的思路渐渐清晰。这一行业技术含量不高,厂家量多但质不高,也并非快速消费品,加上调味品的通路商相对传统,故市场占有率
January 2000, H brand condiment manufacturers should be invited for its new fried chicken seasoning into the market approach design. This is a small factory, there is not much start-up capital to packaging publicity, lack of human resources, marketing concept is vague, plus the Shanghai Misty, Hefei Meibao, preconceived dominated the major buying in Nanjing, the downstream is low, no-name Encirclement, in the face of disorderly market sentiment and the pale selling point of this product, business dips and valleys. After a month of market research, the target group, the purchase site, the path of the framework, the transmission path, the competition of the spread, access, terminal made qualitative and quantitative analysis, practical ideas gradually clear. The technical content of this industry is not high, but the quality of manufacturers is not high quality, but also not fast moving consumer goods, coupled with the traditional condiment access providers, so the market share