The Marketing Plan Research On A Product Of Huiyuan Fruit Juice At Heilongjiang Market

Recent year the Huiyuan fruit juice has developed many products in view of the low concentration fruit punch market, but in going on the market soon , because competes besieges and pursues blocks off with own reasons and so on product status, sales network dies. The Group to enter the low concentration fruit punch market the great ambition still not to reduce, in the summary passing experience and in the fruit punch market demand's segmentation foundation, proposed once more marches the low concentration fruit punch the plan, underwent one year careful preparation to promote the Huiyuan A product, prepared to make the Huiyuan low concentration fruit punch with all one's strength the sub-brand. The Heilongjiang market is Huiyuan's important strategic market since long, the Heilongjiang market is occupying the absolute dominant status on the highly concentrated fruit juice, but in low concentration fruit punch market introduction aspect because actually the sales network, the sales team, compete reasons and so on under pressure not to be able to realize the breakthrough. The current Group prepares to make the low concentration fruit juice once more to drink the clothing material brand under the historic opportunity, the Heilongjiang market's sales teams cannot let again enter the low concentration fruit punch market the opportunity to miss, but this article author undertakes officially under this kind of historical mission promotes the Heilongjiang Province A product the responsibility.This article through to the domestic and foreign fruit juice profession development present situation and the domestic fruit punch's marketing environment and fruit punch's trend of development's analysis, simultaneously unified the Huiyuan fruit juice marketing present situation and the Huiyuan fruit juice in the Heilongjiang Province concrete marketing present situation research, after the analysis has obtained the key question spot which the Huiyuan A product going on the market exterior restriction factor and the interior needed to solve, thus proposed regarding the restriction factor and the key question spot the Huiyuan A product's after Heilongjiang market going on the market marketing combination strategy and the promotion combination plan, achieved breaks through the exterior restriction factor and solves the internal key question spot, guaranteed the Huiyuan A product in the Heilongjiang market going on the market promotion work smooth advancement.The paper divides into the five chapter second chapter mainly to the fruit punch market macroscopic environment analysis. Third chapter and the fourth chapter elaborated separately the Heilongjiang market A product's marketing goal and strategic and the promotion combination plan, the fifth chapter mainly elaborated this plan profit ability and the safeguard mechanism. Through to a product's external environment analysis is the profession analysis and the internal key question analysis, the restriction factor which and the question finds A product going on the market to face five which urgently await to be solved.Through the external environment analysis thought that Huiyuan A product going on the market will face the fruit punch taste to emerge one after another incessantly with the competitor competes for the more intense exterior restriction factor to the terminal exhibition resources. Thus in formulated in the Heilongjiang market going on the market marketing combination strategy to strengthen to the advertisement resources use, attempted to propagandize the Huiyuan A product taste and the product benefit spot through the massive advertisement resources investment, attracted and the raise faithful expense crowd, from competed in various tastes fruit punch breaking through, set up the brand-new market guidance taste; Meanwhile in works out in the Heilongjiang market promotion combination plan to enlarge to KA sells the field and the terminal gate shop exhibition resources expense investment, and the making time must be before competes, the duration is long, may effective the terminal best exhibition resources control in ours hand, thus competes for taking the initiative which in the terminal exhibition resources snatches.Through the internal key question analysis thought that Huiyuan A product going on the market will face some key questions which the enterprise interior and a product own must break through, like a product's taste is the kiwi fruit, the consumer cognition is low; The Huiyuan fruit juice undergoes several year development to pass through forms the complete sales network, but this network member is indifferent to the new product promoted work; The Huiyuan fruit juice set up the highly concentrated fruit juice image in the consumer heart, but very little knew that Huiyuan also lives the product low concentration the fruit punch, this kind of consumer first impressions are most lasting the thought will also become the key point which we must break through. Is low in view of the kiwi fruit taste consumer cognition and the consumer only produces the highly concentrated fruit juice to the Huiyuan fruit juice the question, when formulation product line strategy determined that pushes the packing primarily by the small packing's product, causes the packing form and competes the low concentration fruit juice form quite, thus guides consumer Huiyuan also to have the low concentration fruit punch, simultaneously invests the massive expenses in the formulation promotion combination plan to do the consumer educational work, for example: Develops the consumer to try to drink, the organization large-scale road show activity, to promote sales the activity in view of the specific weight crowd's campus consumers and so on, these marketing combination strategy and promotion combination plan formulation effective solution above two key questions; The sales network which establishes for a long time regarding Huiyuan the condition which is indifferent to the new product promotion, also found the solution through the analysis to ask the means that namely through sets up the new sales team and makes the new old union the first-level sale on commission network and the second-level retailing network retailing pattern, formulates set of channel various members to have the high quota profit A product price strategy, these types of measures may the effective reassignment sale team's work enthusiasm and the dealer to the new product promoted enthusiasm. The present paper's place of innovation lies in: First, proposes the establishment second-level retailing network retailing pattern, simultaneously to establish the second-level retailing network to sell the team to propose that the ponderability target and carries on the retailing reward in view of the second-level retailing network the measure, these measures are the Huiyuan fruit juice develop for several year nobody to touch; Second, in the consumer educates in the promotion plan to propose that has continued is 40 week-long consumer tries to drink the activity is also the Huiyuan fruit juice development for many years has not attempted; Third, proposed that promotes sales the plan in view of the College campus's consumer, this has not operated in the Huiyuan fruit juice developing process.The paper guiding sense for take the modern market marketing theory as the instruction, to Huiyuan fruit juice product sale present situation thorough investigation and analysis. Formulates the Huiyuan A product in the Heilongjiang market going on the market marketing strategy and the promotion combination plan, this plan's statement plays the decisive effect to a product in the Heilongjiang market introduction's success or failure, simultaneously will use for reference to the Group other region A product's market introduction with the instruction role, for the Group from now on the new product promotion going on the market strategy and the promotion combination plan formulation, will play the promoter action.