As we all know, many places in China are rich in fruits, such as Hainan, Xinjiang, Taiwan Province, Guangxi, Shaanxi, Dalian, Shandong and Beijing. And these places have their own characteristics. Coconut in Hainan, grape in Xinjiang, lotus seed in Taiwan Province, longan in Guangxi, apple in Shaanxi and pear in Laiyang are all famous local fruit specialties. So, how can we make more local fruits go to the whole country? The following provides a fruit marketing plan for your reference!
Chapter 1 Status quo
First, the analysis of the present situation of fruit industry
As for the nutritional components of fruits, it goes without saying that China is also the largest fruit producer in the world (we have a vast territory and suitable temperature, which is suitable for the growth of many fruits), but we usually buy fruits, but we don't pay attention to the brand of fruits, thinking that fruits are like this. What's the difference between the fire in Pujiang and the fire in Dan Ling? I believe that in the eyes of many people, they are all the same ugly oranges. This is the lack of fruit brand packaging, which has formed homogenization in the eyes of the public. Imagine what kind of effect it would be if you could make your own fruit brand into a category. For a simple example, when we went to a teahouse, our sister asked us what to drink. We can choose different kinds of tea, such as green tea and scented tea, but it's ok to say bamboo leaf green, because the brand of bamboo leaf green is loud enough to almost become a category, but if we go to the teahouse to order an unknown small brand, the store will definitely look puzzled.
Second, the understanding of their products.
If you don't even know your own fruit, how can you introduce it to the outside world? Don't think that the fruit in your hand is the fruit that can be seen everywhere in the street. Every kind of fruit, fruit grown in every place, different natural climatic conditions, different cultivation methods, different picking stages and different fresh-keeping transportation methods will have different effects on the taste of fruit. This is where you are different from others, and where we can make a big fuss about fruit brand marketing planning. Is it to explore the historical geography and culture of products, or the nutritional value of products, or emotional factors, or to reflect our differences from the aspects of healthy, green and pollution-free organic food?
Third, competitive products and industry competitors analysis
If we are newcomers in this industry, we may know nothing about many things. It is particularly important to analyze competing products and competitors. How is your product different from other kinds of fruits? What advantages does your company, team and business model have that competitors don't have? What are you missing? What is the operation mode of others? Is utilitarianism available? What stages can be innovated and reformed? Is it feasible to change according to your own ideas? Can it be accepted by the market? Do we have the ability and conditions for trial and error? These are all important, but you may not understand. Sichuan Longteng Huaxia can help you. This is our specialty.
Chapter II Brand Planning and Mode Construction
I. Model construction
From the whole process of investigation, planting, cultivation, picking, sales and distribution, what kind of talents, what kind of team and what kind of technology are needed in which link are all exquisite. Take the sales link, which is also a very important link, offline sales or online sales? Wholesale or retail? What channels are used online? What kind of marketing methods are used? What kind of person are you targeting? How to conceive product positioning and brand story? What new marketing methods are suitable for us? In the mobile Internet and big data environment, which links can be liberated? These seem simple, but they are not easy. You may not have the energy, team or skilled operation mode to do everything well. What makes us different is that we can thoroughly understand the model and make every link to the extreme. These subtle places will eventually become the secret of our success.
Second, brand planning.
From fruit brand positioning and development conception, from fruit brand story to marketing model, from retail to traceability, as well as product positioning, product packaging design and product advertising language refining, almost every link will see and feel the existence of the brand, and all the work from the source to the terminal will be carried out around the brand. To put it bluntly, it is the ultimate embodiment of fruit brand positioning, fruit brand story planning, fruit brand image design, fruit brand advertising language, fruit packaging design, fruit advertising language, fruit advertising screen and so on. Sichuan Longteng Huaxia has a strong professional ability in top-level positioning design, brand conception and brand landing.
Chapter III Construction and Promotion of Marketing Channels
First, the construction of marketing channels.
When the brand image of fruit is determined, the next step is the construction of channels, such as how to do websites, how to connect third-party shopping malls, how to cooperate with WeChat business, and so on. This link not only needs to be thought out at the beginning, but also needs to be implemented accurately at this stage. Generally speaking, we have successively completed the brand design and model construction of fruits. Only when the brand is in place can the product packaging and platform be built, because these ultimately involve the application and performance of fruit brands. For example, go offline to the supermarket and open a community store. The design of doors, the layout of space and how to combine online and offline are all good at Sichuan Longteng Huaxia.
Second, the promotion channels
Promotion is drainage, and there are many ways of drainage. Here, the Eight Immortals showed their magical power when crossing the sea. However, which channels are effective, which channels are more suitable for us, which methods are more economical and which methods are sustainable, which requires a sufficient understanding of both the media and the brand positioning and product population division. The combination of the two, coupled with the reasonable construction of sales channels, sales will eventually come naturally. Many people think that the promotion department is easy to do, ineffective and burning money. That's because you lack a grasp of the whole, a one-stop understanding of fruit top-level design, fruit brand positioning, fruit brand design and fruit channel construction, and a necessary understanding of new media marketing channels. What others say is useful may not be suitable for you, and what others say is useless may just be that he didn't make good use of it himself. After all, this is the 28 law that can be applied all over the world, and the 20% that can really succeed is not necessarily you. If Longteng Huaxia has the opportunity to help you, we hope to give you the greatest help.
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