Internet marketing plan for hometown specialties

Want to contribute to the marketing of hometown specialties? The first thing that is very important is to write a marketing plan. The following is the "Internet Marketing Plan for Hometown Specialties" compiled by me for your reference only. You are welcome to read this article. Internet Marketing Plan for Hometown Specialties 1

Since the reform and opening up, people’s living standards have improved significantly. People are no longer satisfied with having enough food and clothing, but are more willing to pursue healthy eating habits. , so green and pollution-free diet has become people’s first choice. Now let me introduce our local specialty and its product marketing plan, so that it can go out of the local area and bring more delicious food to people. Product Marketing Plan With the advantage of its own brand, on the premise of ensuring product quality, origin, variety, and water quality are particularly important, which are the magic weapons for long-term victory. Continuously improve varieties, introduce new products, and develop high-end products and innovative products with exquisite packaging. The packaging must be of high quality to meet the psychological needs of high-end customers, occupy the high-end market, and win by surprise.

1. Analysis of product market conditions

1. Product introduction:

As a specialty of my hometown, daylily was grown in x County more than 200 years ago. It has been cultivated on a large scale in the area of ??xx field, so it is called Wucai. Qu County specialty. The planting area reaches more than 40,000 acres, and the annual output reaches xx thousand kilograms, ranking among the top in the country. X County daylily is famous for its unique 7 stamens and 6-8 petals. It has a bright yellow color, a rich fragrance, and plump flesh. The thick and long stems are famous throughout the country. Therefore, it is also called "the queen of Chinese day lilies". Quxian day lilies are rich in protein, crude fiber, ash, calcium, phosphorus, iron, carotene, thiamine, niacin, riboflavin, and vitamins A, B, C, and E. , selenium, and plant polysaccharides, etc., which have the functions of digestion, detoxification, lowering blood pressure, lactation, diuresis, appetizing, and calming the nerves. Quxian day lily is a delicacy at the banquet.

2. Product market analysis:

x County is a county-level city full of vitality and vitality. It is rich in water and soil resources and has natural conditions suitable for the cultivation and development of yellow flowers. It is vigorously developed with the help of the county government The favorable opportunity of green industry and the cluster effect of green industry that has been formed have become the green business card of Qu County. As people's living standards continue to improve and their awareness of health care gradually increases, green products have broad development prospects and huge market potential.

Currently, many farmers in x county grow yellow flowers as an economic crop. With the popularity of the yellow flower brand, there is a strong trend of yellow flowers going outside the province. Currently, few companies in Qu County are selling them. There is still a lot of room in the market for day lilies to be sold.

3. Product competition analysis:

With the improvement of living standards, the enhancement of business awareness, the people's favor for green products, the government's support and investment in green industries, the Huanghua brand It has just been established and is still in its infancy. Brand awareness is still emerging. There are almost no companies participating in the competition. The company has just started and there are still many shortcomings. I believe that as time goes by, the company will slowly develop and expand. The special products of Qu County are sold so that everyone can taste the delicious yellow flowers.

4. Consumer groups:

Suitable for everyone to consume, without any harmful substances to health, it is a good thing for cooking and giving as gifts.

5. Product marketing planning - analysis of internal environment and external environment:

a. Analysis of internal environment:

★Advantages: Daylily as a local characteristic brand , strong affinity, good reputation in the county, reducing a lot of publicity costs, conducive to promotion, investors have strong brand awareness, strong awareness of success, strong overall quality, strong marketing and advertising awareness, certain social resources, certain economic foundation, and A stable customer base has been formed.

★Disadvantages: It is still in its infancy, has low market share, has not formed its own marketing network, does not have its own marketing team, lacks personnel, has a single channel, and has insufficient products. It has its own Huanghua base, which is very difficult. It is difficult to ensure stable product quality, the packaging of finished products is rough, holiday products are not fully prepared, management is arbitrary and idea-based, and it is not a corporate operation. We should prepare our own product mix, highlight key points, and truly go global to achieve economies of scale.

b. Analysis of external environment:

★Opportunity point: The natural water and soil conditions in Qu County are suitable for the cultivation and development of yellow flowers. With the help of the favorable opportunity of the x county government to vigorously develop green industries, Together with the macroclimate of the green industry cluster effect that has been formed, we will jointly create Songyuan’s green business card.

As people’s living standards continue to improve and their awareness of health care gradually increases, the market for green products has broad prospects; giving gifts with the concept of green, healthy and unique, the pursuit of returning to nature and original ecology and psychological needs, giving gifts Comparison mentality, high-end consumption is not afraid of expensiveness, only special and exquisite.

★Threats: Due to the low threshold, the group will expand, a good price system cannot be guaranteed, and multiple brands will divide the market. In the end, the brand is the guarantee.

2. Product marketing strategy

(1) Product marketing planning: Marketing is mainly based on the 4p rule.

Corporate market positioning: Build the first brand in Quxian specialty marketing

Product market positioning: low, medium and high-end green products in gift boxes

Target consumer groups: various Consumer groups

Product market segmentation: high-end products, medium-high-end products, medium-low products, low-end products

Profit points: high-end, mid-to-high-end gifts

Selling point: outstanding The brand Huanghua

★Products: Ensuring product quality is the magic weapon for long-term success. Continuously improve the product system, introduce new products from the old, and develop high-end products and innovative products with exquisite packaging. The packaging must be of high quality to meet the psychological needs of high-end customers. We are not afraid of expensive prices, occupy the high-end market, and win by surprise.

★Price: Basically reasonable, depending on the market, it must be competitive.

★Channels:

Large supermarkets in the county:

The large supermarkets in the county are mainly Kaige Supermarket and Chongkelong Supermarket. There are many chain stores, regardless of the supermarket. In terms of shopping environment, scale, popularity, and popularity, Veuve Clicquot Supermarket is the most famous. The categories are complete, the packaging design is good, there are small packages, vacuum packaging, etc., and there are also manufacturer promoters.

Community grain and oil convenience stores: They are the main place for families to consume yellow flowers. They are found in every community. They are very popular because they are delivered to your door, saving time and effort. They have various delivery channels and the products are mainly medium and low-end. , different brands, easy to communicate. Major customers: Group buying is also a very important sales situation. Some units have canteens and have the habit of providing welfare for employees. However, the specific consumption varieties are diverse, and many have fixed cooperative relationships. The focus is on the leaders in charge of logistics of the company. Hire a dedicated person to make telemarketing appointments, etc. It is best to establish long-term business relationships, with festivals being more important.

As major consumption places, hotels can also try marketing to establish long-term cooperative relationships.

Large-scale grain and oil wholesalers: large network coverage, most famous for giant grains and oils, but mainly selling their own brands, with the help of wholesalers' network marketing, entering into circulation, can form volume, win with volume, save money A lot of manpower and material resources are needed, but it is not easy to close a deal before the product is booming, and the price is lower, so enough profit margin must be left for it.

It is recommended that in the early stage, you should mainly set up your own terminal store, and then enter circulation when the product is recognized by the public.

Regional medium-sized supermarkets: Due to current people’s consumption habits and the principle of convenience, medium-sized supermarkets are also one of the consumption places. Some supermarkets carry grain and oil, but they have not formed a climate and need to be further developed.

Directly-operated stores: The company has direct sales stores in many places, and customers can go to the stores to make purchases.

★Promotion: From a macro perspective, we focus on the brand "Huanghua", and from a micro perspective, we adopt different marketing strategies according to different sales channels.

1. From a macro perspective: the main focus is to do a good job in festival marketing, promote the specialties of Qu County, a collection of famous products, and focus on the Huanghua brand;

Concentrate efforts to fully participate in the Huanghua Festival and do integrated marketing. Printing albums, handbags, promotional color pages, on-site display sales, etc.;

Integrate resources and launch the "Buy Huanghua Specialty Products to Win Travel Awards", etc.;

Website construction and promotion: Can establish e-commerce website marketing.

2. Microscopically: grain and oil store marketing, using promotional methods such as posters and work clothes to encourage purchases. A certain amount of purchases can change the plaque image for the owner, and at the same time, it promotes its own brand and expands its influence.

Large supermarkets can do large-scale holiday marketing outdoors to expand their visibility and reputation. At the same time, they can attract promoters and group purchases, seize the main person in charge, and provide certain benefits.

(2) Product marketing planning---resource allocation:

1. Establish a marketing team.

A dedicated person is responsible for developing key accounts, searching for customer information, establishing customer files, and conducting telemarketing. This is a long-term project, mainly women, 1-2 people.

Specialized personnel are responsible for the development and maintenance of supermarkets, grain and oil stores, second batch merchants and Waifu, 3-4 people.

2. For market operation, involving delivery and after-sales service, a delivery vehicle should be equipped with advertising on the vehicle body to form a mobile advertisement.

3. The positioning of personnel is accurate, the division of labor is clear, and people are employed based on their strengths. Each person performs his or her duties and fulfills his or her responsibilities, and is authorized accordingly. The remuneration of business personnel is negotiable.

(3) Product marketing planning---advertising plan:

Advertising can be placed at bus stops, on the Internet, text messages, TV stations, promotional New Year pictures, etc., especially on TV and Put more ads online to make your brand famous.

(4) Sales goals: At present, we only consider launching the brand first, quickly occupying the market, expanding the brand's popularity and achieving profitability within five years. Internet Marketing Plan for Hometown Specialty Products 2

Local specialties are sold because customers find that they have better performance, higher value or because they are unique. Therefore, the promotion of new local products must be based on customer cognitive needs to discover and understand customer expectations, consumption trends and consumption habits, and then strive to meet and exceed customer expectations.

Discovering what makes a local product better, more valuable or more unique, and how to deliver these benefits to customers better than competitors is the key to the success of local products, if these customer needs can be identified and If it is reflected in the promotion of new local products, the company will be able to succeed.

First is the market analysis: xzhou side dishes belong to the category of local specialties. The competition for local specialties in the market is very fierce. Their product positioning is generally gifts and premiums. Their marketing channel chooses to build self-operated stores. And, in cooperation with wholesalers and retail stores, their advertising features emphasize health and historical implications. In terms of demand, many people give gifts during the holidays, take special products home with them, or buy them as a tourist item. Local promotion is very good, but the effect of large-scale promotion is limited, and import and export demand is rising.

The second is its own analysis: the main products of xzhou side dishes include more than 100 varieties in five categories: assorted side dishes, shrimp oil products, shrimp paste, and salted vegetables, which are well-known at home and abroad. Assorted side dishes were created during the Kangxi period of the Qing Dynasty. They have a history of more than 300 years and are world-famous as a royal tribute. Emperor Qianlong was full of praise for the assorted side dishes when he tasted the assorted side dishes in Jinzhou during his eastward tour to pay homage to his ancestors. He wrote a couplet: "It is famous nine hundred miles beyond the Great Wall, and its taste is as good as the thirteenth floor in the south of the Yangtze River." He also wrote: "Assorted side dishes." In 1992, Mr. Pujie re-wrote this couplet and inscribed the name of the factory. This cultural heritage has been used in product packaging and decoration, making assorted side dishes a historical and cultural product. It has a profound cultural heritage and a well-known reputation at home and abroad.

The final planning plan is as follows:

Positioning: Gifts and home-cooked dishes can be bought not only for special occasions such as festivals and travel, but also as common food throughout the year. If it is simply used as a gift, it will be subject to seasonal restrictions, and xzhou side dishes are not luxury goods. Positioning including home-cooked side dishes can break through traditional thinking, expand sales, and expand market share.

Pricing: Pricing is divided into different levels and packages, suitable for gifts and home-cooked dishes respectively.

Emotional appeal: It’s more heartwarming to eat with friends and family. Injecting emotional factors makes advertising slogans that are flooded with local characteristics and cultural connotations unique and more humane.

Embedded in its unique charm: Emperor Qianlong’s imperial pen said, “It is famous nine hundred miles beyond the Great Wall, and its taste can be overwhelming on the thirteenth floor in the south of the Yangtze River.” He wrote: “Assorted side dishes.” Coupled with historical origins, create brand culture and brand image.

Promotional means: Used as an exhibition and exchange project in the Jinzhou Foreign Exchange and Culture Festival to set a benchmark for deep processing of agricultural products and enhance the image of a well-known brand. Establish a local characteristic promotion agency in Jinzhou to participate in various expos and exhibitions with products, participate in agricultural programs, and sponsor TV programs to let more dealers know about Jinzhou side dishes. Use online media for publicity.

Distribution channel selection: cost-effectively establish direct-operated stores in controllable areas; choose large local wholesalers in unexplored areas; choose direct supply to large supermarket chains and retail stores in cities. Choose multiple distribution channels according to the actual situation to avoid the shortcomings of a single channel and make good use of multiple distribution forms to achieve the overall effect. Internet marketing plan for hometown specialties 3

My hometown is located in the central city of xx province---xx. Among them, Nanyue's Yunwu tea has long been famous and is a representative of hometown specialties. Hengshan Mountain is majestic and beautiful, and the tea trees grow luxuriantly. The Yunwu tea produced is beautiful in shape, rich in fragrance and has a long-standing reputation. As early as the Tang Dynasty, it was listed as a tribute. xx tea has a unique shape. Its leaves are pointed and long, shaped like a sword. When soaked in boiling water, with the tip facing upward, the color is bright green and sinks to the bottom of the water, just like a jade flower, bright and colorful. In particular, the rich fragrance is refreshing, sweet and intoxicating; it is sweet, pungent, sour and bitter, and it makes people remember it for a long time. The marketing planning of xx tea mainly relies on its own advantages, and on the premise of ensuring product quality, it constantly improves varieties, introduces new products, develops products and innovative products, meets the psychological needs of customers, and wins by surprise.

Historical materials

In ancient times, people lived the same life as birds and beasts. They wore tree bark, ate wild fruits, lived in caves, and lived an extremely difficult life. The most terrifying thing is that in the cold winter every year, people are hungry and cold and have no way to make a living. As the leader of the tribe, Emperor Yan Shennong was very anxious when he saw this. One day, a red bird with red feathers suddenly flew over, holding a piece of grass with nine ears in its mouth. The red bird kept shaking the ears of rice in the sky. In an instant, a group of birds flew up and down to eat the ears. Shen Nong thought, if there were such grains in the world, the people would not be hungry. So, he chased after Zhuniao. Wherever the red bird flies, Emperor Yan will chase him. Emperor Yan followed Zhuniao and ran across mountains and rivers. In this way, he came from the north to the south. At this time, the south was already the season of spring and flowers blooming. Seeing the vast Dongting Lake blocking the way, Emperor Yan became anxious and swung the divine whip he carried with him at Zhuniao. The red bird was hit on the head by the divine whip and immediately fell off. The ears of rice were scattered all over the earth. Soon, green seedlings grew in the south of the Yangtze River. The red bird that fell to the ground turned into a mountain, stretching for eight hundred miles and with lush vegetation. This is Hengshan Mountain.

Since then, Emperor Yan’s footprints have spread all over the 108 peaks of Hengshan Mountain. He “tasted hundreds of herbs, encountered seventy-two poisons every day, and got tea to cure them.” He is regarded as the ancestor of tea. After his death, Emperor Yan was buried in Ling County, Hengzhou Prefecture at that time. The location of his mausoleum was called "Chaling". "Hengzhou Illustrated Records" says: "Chaling is the so-called tea produced in the valley.

"Although it is just a legend, it is indeed recorded in ancient books, so we boldly say: Nanyue Hengshan is the hometown of tea. It is not an exaggeration at all! It has been so long ago that it is impossible to verify when Nanyue began to cultivate tea. However, during the Tang and Song Dynasties, Hengshan was famous at home and abroad as a "tribute tea". There is historical data to prove it! There was once a Taoist priest named Wang Xiangqiao who was very ambitious when he was young. In the first year of Kaiyuan of the Tang Dynasty, he carried more than 300 kilograms of Hengshan. Tea, go to the capital. The capital is so big and he doesn’t know anyone. What should he do? Didn’t he bring tea with him, so he set up a tea stall at the gate of the city and gave tea to passers-by. One day, he was suddenly seen by Gao Lishi. Tea as a drink only entered the north from the south in the Tang Dynasty, and it was mostly spread among literati and monks. The tea at that time was very expensive. Gao Lishi was surprised and asked where it came from. I came from Nanyue and lived in Jiuxian Temple. Because the temple was in ruins and I had no money to repair it, I came to the capital in the hope of making friends with dignitaries and raising some donations through tea service. Gao Lishi told this story. Emperor Xuanzong of the Tang Dynasty was so moved that he immediately summoned him and gave him gold, silver, silk and satin and Taoist classics, and asked him to go back and build a temple. In fact, Emperor Xuanzong of the Tang Dynasty did not know that the Hengshan tea, which was regarded as a treasure in the north, was at that time. Hengshan has become a common thing, and tea cultivation and tea tasting have become popular among the people.

In addition to being donated to the imperial palace and consigned to the capital, Hengshan tea was also exported to Jiaozhi (now Vietnam) and other places. One book writes: "Hengshan tea, made into large cakes and made into huge skewers, costs one hundred thousand per year. It reaches Wuling from Xiaoxiang, and is often eaten by people as far away as Jiaozhi." "The ancients considered that tea was difficult to transport, so they made tea cakes, tied them together with ropes, and hung them into a bunch, which weighed about eighty kilograms. This "giant bunch" would probably not weigh less than 80 kilograms. According to this standard, the annual tea production in Hengyang at that time should be about one million kilograms. Even today, the output and scale are very high. It seems that Lu Yu's praise of Hengshan tea is not groundless. , Hengshan tea, known as Yueshan tea in ancient times and commonly known as "Nanyue Yunwu" tea in modern times, has been used as a tribute since the Tang Dynasty. There is a record in the "Tea Classic" written by Lu Yu of the Tang Dynasty that "tea comes from the south of the mountains and grows in the valleys of Hengshan County." At the end of the Ming Dynasty, Wang Fuzhi wrote "Nanyue Tea Picking Poems": "The seedlings at the foot of the mountain are competing for the long leek leaves, and the tea in the mountains is fragrant; teams go up the mountain to collect the late tea, but the cuckoos are busy." Qing Dynasty Engraved Edition of "Nine Immortals Biography of Nanyue Ancient Nine Immortals Temple" There is also a record in "Yue Ming before the Rain": "The tea from Shou Yue is praised by Zhu Rong as good; the clouds and mist make the curtain, and the haze as the curtain; the dense spiritual energy can be borrowed to borrow the means of others; the clear mind does not wait for seven bowls, and the millions of sleep demons can be defeated. . "There are dozens of poems by ancient and modern celebrities praising "Nanyue Yunwu" high mountain tea. The main production areas are concentrated in Pilu Cave, Yanxia Peak and Huagai Peak, with an altitude of 800 to 900 meters. There are 1,500 acres of tea trees planted here. Hu Yin, the 29th generation grandson of Hu Hong, a Confucian scholar of the Southern Song Dynasty, contracted 1,500 acres of tea gardens under the name of Nanyue Forest Farm in June 20xx and established xx Province xx Co., Ltd., determined to revive xx high mountain tea.

1. Analysis of product market situation

1. Product positioning

Starting from the concept of health, people are more advocating natural water-quality drinks. We can definitely seize the opportunity to expand the promotion of natural tea, expand the overall capacity of the tea beverage market, achieve the purpose of expanding sales, and focus on promoting the health concept of "natural tea beverages". xx tea comes from the Hengshan area, and the water is the local natural spring water in Hengshan. It has natural advantages and is a favorable foundation for creating natural drinks. Secondly, for young and middle-aged consumers who love sports, it can relieve fatigue, allowing them to quickly get rid of fatigue and devote themselves to work, study and life faster. For elderly consumers, it is a natural healthy drink.

2. Market analysis

Market analysis: There are many varieties in the beverage market, but there are still very few in the field of healthy drinks. xx tea has the unique advantage of being a healthy drink and can take this highlight as an opportunity to occupy a place in the beverage market.

Competition analysis: The competition for beverages in the domestic market is very fierce. There are all kinds of beverages, including the two major colas in the world, Pepsi and Coca-Cola. The domestic tea beverage market includes Uni-President iced black tea and green tea; Orange juice and Sprite. The competitive situation is very severe, and it is difficult to build a brand in this field. However, based on the advantages of xx tea, namely natural spring water, high-quality tea, and unique packaging, it is inevitable to create its own field.

Product analysis: from the consumer’s perspective. Product efficacy is the real selling point in the market. Today is an era of rapid economic development, and people are paying more and more attention to health. Our xx tea uses tea leaves produced in Hengshan and spring water from Hengshan as the main raw materials. It can be said to be a relatively natural raw material and has many health benefits. The tea has the functions of relieving fatigue, anti-aging, and has resistance to some bacteria. effect.

Consumer analysis:

(1) Main target consumer group: young people aged 15-30 who love sports and are under pressure from work?

(2) Secondary target Consumer group: People of other age groups?

(3) Characteristics analysis of target consumer group They love sports and pay attention to health, but the pressure of further education and employment in the real society makes them anxious and impatient, so they need to use sports travel to relax themselves.

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Analysis of specialty products:

(1) Yunwu tea is named after it is produced in the clouds and mists of the high mountains of Nanyue. It was called Yueshan tea in ancient times. Since the Tang Dynasty, it has been used as a "tribute" to pay tribute to the emperor. It mainly grows in Guangji Temple, Tiefo Temple, Huagai Peak and other areas at an altitude of 800-1100 meters. The climate here is mild and humid, and the soil is rich in organic matter, suitable for the growth of tea. The "Tea Classic" written by Lu Yu in the Tang Dynasty said: "Tea coming out of the south of the mountains will grow in the valleys of Hengshan County." It can be seen that xx tea has long been famous. Yunwu tea has a tight and slender appearance with beautiful curls. After being brewed with boiling water, it is famous for its green color, rich aroma, mellow taste and beautiful shape. It was rated as high-quality tea in the xx provincial famous tea competition and enjoys a good reputation at home and abroad.

(2) Advantages: Yunwu Tea has a great reputation, so it has a great advantage in future advertising promotions. Hengshan is a famous tourist attraction, and tourists from all over the country and abroad come every year. When traveling, they have a great need to drink Yunwu tea during their travels, which can increase the popularity and reputation of this product.

(3) Disadvantages: Boiled Yunwu tea is a beverage category, with immature technology, insufficient funds, and lagging business philosophy.

(4) Opportunities: With the well-known brand of Hengshan and the characteristics of healthy drinks, it can quickly increase its popularity and occupy a certain market share, and establish a brand foundation.

(5) Threats: The beverage market is highly competitive and it is difficult to open the market. ?

4. Target strategy

Short-term goal: Through publicity and promotional activities, effectively win the attention of target consumer groups in the surrounding areas of xx and promote sales. Increase brand awareness and preference.

Medium-term goal: strive to achieve a share of more than 20% in the surrounding areas of xx within a certain period of time, and expand to the Yangtze River area.

Long-term goal: to become the number one brand in the domestic beverage industry, establish a leading brand image, and gradually promote it to the international market.

2. Marketing strategy?

1. Online advertising

When we think of online advertising, we often think of various picture ads or pop-up windows on web pages. In fact, This is just part of online advertising. Below we mainly use three forms of online advertising to promote xx tea.

Advertisements are generally placed in different locations on the web page to attract users' attention to the advertising information while browsing the web page information. Therefore, we can place xx tea-related advertising pictures or information in a prominent position on the corporate website, or even place it on a well-known website or a website with large traffic.

Keyword advertising Keyword advertising is different from online advertising or e-mail advertising published on web pages. The carrier it is attached to is the search results of search engines. With this, we can promote our products to all users with search behavior through keyword advertising. As a new type of cloud tea, liquid xx tea beverage has strong advantages and characteristics. It not only represents a tea culture, but also represents a tourism culture. Therefore, after people understand the product features and user search behavior, they can choose the appropriate key Words or keyword combinations can also be analyzed with the help of relevant tools and data provided by search engine service providers.

Classified ads Classified ads are simple in form, low in cost, and fast to publish. Information concentration and other advantages, and people who view classified ads generally have certain active needs for information. Based on these advantages, it can naturally play a certain role in the promotion of xxx.

2. Blog marketing and promotion?

1) Link to the company’s website;

2) Link to the travel website;

3) Add your own blog website address to your QQ and MSN signature, and add your blog website address to forums and emails;

4) Post more about the benefits and characteristics of Yunwu tea as a beverage on your blog. Type and package articles to make them interesting to viewers. ?

3. Offline promotion

1) Promotion on Hengshan tickets;

2) Promotion on Hengshan tourism album;

< p>　3) Promotion on campus (pasting posters, flyers);

　4) Promotion on buses;

5) Outdoor print advertising.