Case analysis of successful canned marketing

Domestic overview of canned goods:

The domestic consumer market is taking off. A survey from the China Food Industry Association shows that as residents' living standards improve and travel and tourism continue to increase, food consumption concepts and methods are quietly changing. Many families are trying to liberate themselves from the kitchen, reduce oil smoke pollution, and lighten housework. Canned food has adapted to people's daily needs due to its convenience, hygiene and easy storage, and has become increasingly popular. In addition, the level of canned food consumption in my country is still very low. In terms of per capita annual consumption, it is 90 kilograms in the United States, 50 kilograms in Western Europe, 23 kilograms in Japan, and only 1 kilogram in my country. It can be seen that the domestic market has not really started yet and has huge potential. my country's canned food industry has focused its development efforts on the domestic market in the next five years. A person in charge of the China Canning Industry Association said that my country's canning industry already has the production capacity to meet the rapid growth of the domestic market. There are nearly 500 key manufacturers in the canning industry across the country, with an annual production capacity of nearly 3 million tons and thousands of varieties; agricultural and sideline products There is an adequate supply of raw materials and other raw materials; a number of time-honored brands and leading enterprises have been formed; the regional advantages of Zhejiang, Shandong, Fujian, Shanxi and other places have become increasingly obvious. In terms of taste, canned food is no longer a simple substitute when food supply is tight. Many companies strive to provide consumers with "taste that cannot be made at home" and make canned food a part of three meals a day, including vegetarian dishes, fruits, meat, Seasonings etc.

Successful canned marketing case analysis:

1. In the 1980s and early 1990s, canned goods had a large sales volume in the Chinese market, especially It is canned fruit and is loved by consumers. There is a canning factory in Shantou, which is famous for producing canned oranges. However, there has never been a good way to process the remaining orange peels, so the orange peels are sent to the pharmaceutical collection station for sale at a price of nine cents per catty, but it is still very difficult. . They wondered whether orange peels could only be used in traditional Chinese medicine to make tangerine peel. After a period of research, they finally developed a new use of "pearl tangerine peel", which can be used as snacks. Moreover, this snack has beauty, Features such as keeping your body slim.

At what price should this product be sold? Market research has found that women and children especially like to eat snacks and spend money on them, but they are afraid that eating snacks will lead to obesity, and pearl tangerine peel is the answer. It has no worries and there is no similar product on the market. So they decided to sell it at 1 yuan per 15-gram bag, which equals 33 yuan per pound. After being put on the market, the product sold very well.

1: (1) What kind of pricing strategy has the company adopted?

Answer: This case uses the skimming pricing strategy in the new product pricing strategy. Skimming pricing It refers to setting the product price very high in the initial stage of the product's life cycle to maximize profits. In this case, the cannery priced the new product "Pearl Tangerine Peel" at a high price of 33 yuan/jin, which can maximize profits for the company.

(2)Why should we adopt this strategy?

Answer: Skimming pricing is adopted because:

1)?Pearl tangerine peel?This kind of snack The life cycle is short, and the production technology is generally simple and easy to be imitated. Even patented products can easily be slightly improved by competitors and become new products. Therefore, they should be obtained in the early stages of the product's life cycle before competitors enter the market. profits to cover research and development costs and recover investment as soon as possible.

2) The reason why Pearl Tangerine Pier dares to adopt a skimming pricing strategy is also because of the following guarantees: ① The market demand is large; ② The product quality is high, and the preparation and packaging are more sophisticated; ② The product Catering to consumers' pursuit of bodybuilding, it can prevent obesity and maintain beauty; ④ The product is a new product.

(3) Can the profit be as much or more than selling at a high price?

Answer: In this case, the company cannot set a low price, otherwise it will lead to A lot of profits are lost, because if the price is low, on the one hand, it cannot be distinguished from other cheap snacks, and the demand may not be greater than when the price is high. On the other hand, the production process of the food is not complicated, and there will soon be competitors. Go in, take low prices and you simply won't be able to recoup your investment.