Instant noodles planning plan

The current penetration rate of instant noodles in the market has stabilized and increased slightly among urban residents. However, judging from the number of instant noodles consumed by urban residents, the average urban residents The monthly consumption of instant noodles has still declined. In order to make new choices for the brands of instant noodles to be purchased in the future, the first issue is to solve the problem of the target consumer group of the company's products. This is the group of college students who need a lot of instant noodles both in terms of time and money.

Students prefer instant noodles because it is more in line with their fast-paced lifestyle and convenience mentality, making it easier to win their favor. This may be related to the fact that young people are more careless in diet and are busy with work and study. In this way, instant noodles can be used as snacks, late-night snacks, or meals in their lives, thus becoming a real convenience food.

Before entering the market, every new product has a process of getting consumers to know and accept it, and then take action to purchase and use it.

1. Market Analysis

After formulating a preliminary plan, you should consider how to operate next. From a marketing perspective, it is about finding target customers, products, advertising, price advantages, after-sales services and promotions. In fact, a truly powerful brand cannot be separated from the recognition and support of consumers. Therefore, research and analysis of consumer characteristics and consumption behaviors, and in-depth research on brands are the key to whether all brands can occupy the market.

1. The student group has the highest consumption desire

Because college students are busy studying and often go to bed close to midnight. Usually at this time, they want to eat something to satisfy their hunger and refresh themselves. In student dormitories, almost everyone eats one or two packs of instant noodles every night. In addition, college students are not only currently one of the main consumer groups of instant noodles, but they will also remain an important consumer group of instant noodles after graduation and before they start a family. Distributing samples among college students can not only quickly develop the current market, but also cultivate future markets. Therefore, the activity should be carried out in student dormitories where the target consumers are concentrated, the population density is high, and the potential for purchasing instant noodles is high, so it is highly targeted.

2. Establish high-quality brand connotation and create a new image according to local conditions

Effective classification of instant noodles:

XX series (with excellent quality, serving high life Quality teachers and students)

XX2003, XX free quantity (has good brand appeal and serves boys with a big appetite)

XX crispy noodles (caters to market needs and has the positioning to penetrate into girls )

Cup Noodles Series (high-end products adapted to market needs, preferred by girls with small appetites)

3. Organically combine promotion with packaging

Generally speaking , there is only one piece of noodles in a bag or bowl of instant noodles, now you can put two pieces of noodles in a bag. There are many market opportunities for this kind of creativity:

(1) Divide a piece of dough of equal weight into two pieces, without increasing the weight at all, but making the appearance "bigger". One bag looks as big as two bags. Although the weight is not increased, students can clearly feel the "benefits" and their competitiveness can be significantly improved.

(2) Divide the large noodle into two parts and add two powder packets at the same time. Two people can eat it or one person can eat it in two portions to make it a small noodle. One person can eat it all at once. Ke Zhongnian. In other words, two consumer needs can be met.

(3) Simplify the packaging and maximize the value on the product itself. On the one hand, consumers can get greater benefits, and on the other hand, manufacturers can also gain greater benefits.

4. Product pricing

Pricing should be within the range acceptable to student consumers. Because they are all students, their spending power is limited, and most of them are at a medium consumption level. If the price is too high, it will be detrimental to the sales of the product. Selling at a low price is the ideal method.

2. Marketing channels for instant noodles

Based on the existing actual situation, we will conduct extensive publicity and posting of promotional posters for the new version of instant noodles, and use the "deep distribution" system to promote instant noodles. Carry out refinement and distribution.

(1) Sample delivery

There are many ways to promote new products to college students. Among them, in addition to the common practice of advertising, sample delivery is a more practical method. form.

It is a promotional activity in which product manufacturers or distributors give away small samples of products to target consumers for free trial. The purpose is to enable consumers to personally experience after trial use that the products of this brand are indeed unique among many competing brands and have obvious quality and efficacy advantages, so that they can make small trial purchases, long-term large purchases, and ultimately become the company's first choice. Loyal customers. Compared with TV advertisements and newspaper advertisements, sample delivery is highly targeted because it targets potential buyers. From the perspective of promotional effect, manufacturers give samples to consumers for free trial, which will lead to a high trial rate among consumers. "Seeing is worth hearing a hundred times". As long as they feel that the quality is significantly better than similar products after trying it, they will be motivated to buy. This kind of purchase is based on understanding and trust of product quality, and it is easy for consumers to become long-term loyal buyers of promotional products. Genuine products always win the recognition of consumers in the end.

The specific method of delivery is: send a large number of personnel to deliver instant noodles to every student from dormitory to dormitory, one pack per person. Students who receive instant noodles must sign on the delivery personnel's record book and leave a message. Please provide your dormitory and phone number for feedback. On the upper right corner of the front of the instant noodle bag, there are the words "Not for Sale" printed on it. Method: Collect two empty bags of instant noodles to participate in the exchange. Prizes: toothpaste, photo album, rice spoon, etc., choose any one, and indicate the detailed time of the event. The purpose of this activity is to let college students have a new understanding of the improved instant noodles, so that they can like it after tasting the samples, so that they can recognize the brand and purchase it in the future. College students are the group that eats the most instant noodles. If they taste the samples and develop a favorable impression, they can greatly increase the popularity of the instant noodles among target consumers in a short period of time and create a high product trial rate.

1. From the perspective of specific operations.

The activity allows delivery personnel to deliver directly to student dormitories instead of standing on the roadside to distribute widely. It not only spreads widely, but also avoids repeated delivery, thereby saving delivery costs. Secondly, after delivery, asking the recipient to sign and leave their phone number is helpful to measure the delivery effect, facilitate further consultation with consumers, and also prevent delivery personnel from committing fraud.

2. From the perspective of sales promotion practice.

Sample delivery should be coordinated with advertising. You can advertise in other media at the same time, and tell consumers about the free samples before sending out samples. Be sure to inform the consumers clearly and conspicuously in the advertising copy. "Here's a free sample for you." You can also send out advertising leaflets at the same time, and introduce the main advantages of the product on the leaflets and tell consumers where they can buy the product. If there is no advertising to accompany the delivery activity, and someone suddenly gives you a pack of instant noodles, it will make people feel confused. Since this promotion targets college students, it is necessary to select personnel who can communicate smoothly with them for promotion. For example, temporarily recruiting promotional personnel among college students is a good choice. Students speak the same language to students. , facilitate communication and gain mutual trust. Especially food like instant noodles. If you don't have a certain sense of trust and don't know its true intention, I'm afraid few people will eat it. In addition, delivery personnel should be well trained before sample delivery. When contacting the delivery objects, the delivery personnel's attitude should be sincere and enthusiastic. They should not hand over samples to consumers as if they are charity. Otherwise, the image of the product and company will be damaged, and consumers will be dismayed. Resistance to promotional items. To this end, delivery personnel should use standardized polite expressions and oral promotional materials, which should be printed and distributed to each delivery personnel in advance, so that they can memorize them by heart and be assessed.

(2) Establishing a website

1. Purpose of website establishment

Apply to create a domain name that is easier to remember, and use FrontPage, DreamWaver, FireWorks and other web pages Create a homepage with both sound and appearance for easy promotion. Mark out the pictures, text descriptions, prices and other information of all instant noodles. In order to increase popularity, you can also build a forum and set up some columns that students like, such as online literature, department broadcasts, cool men and beautiful girls, etc., and invite celebrities from the school to come to the BBS and encourage everyone to become moderators. In this way, it is called increasing the added value of the product, making everyone happy and worry-free when buying.

2. Publicity and promotion of the website

Mainly adopt online promotion. Online promotion methods:

(1) Register in the school’s BBS;

(2). Make the service purpose and contact information (telephone, email, QQ, dormitory number) of the instant noodles into a signature file, so that students’ speeches on BBS can also play an indirect publicity role;

(3) If possible, you can create a free e-magazine and regularly inform the entire school of discount information and prize sales information;

(4) Make weekly comments in the forum on the website The top ten outstanding irrigation youths will be given material rewards, etc.

Offline promotion methods include:

(1) Carry out work-study programs in schools, and invite people with alliances to join for publicity;

(2 ), regularly produce posters and post them in the school’s poster boards, canteens, dormitories, etc. Each poster will have a novel title and the focus of the promotion. For example, a certain issue of instant noodles is promoted to male compatriots, so the main theme of the current issue The title is: Xiaoyao Instant Noodles - Boys’ Online Home; the other issue is more popular, with the slogan: Xiaoyao Instant Noodles - Sufficient for every day of life;

(3), among various departments We provide sponsorship in large-scale competitions, but small efforts can yield great results.

In short, don’t miss any opportunity to increase the popularity of instant noodles. With popularity, business opportunities will come. Although there are hundreds of instant noodle brands on the market, only a few brands have truly achieved scale and advantages. Therefore, promoting the school is also an effective way to enhance the brand. Therefore, it is necessary to improve the market of instant noodles in schools from the quality of noodles, ingredients, packaging or product price difference. Because instant noodles itself has its own unique advantages, such as daily needs, easy portability, large room for product changes, convenient transportation and conducive to marketing in a wide area, low unit price and easy popularization, etc., so as long as the taste and quality of the product can be personalized, it will naturally Be competitive in school.