Analysis of Market Status of Fruit and Vegetable Chips Fruit and Vegetable Chips, as the name suggests, is a variety of fruits and vegetables as the raw material of the product. After being processed into bags or boxed packaging, the products are casual products, including expanded foods and non-expanded foods. This product is characterized by high nutritional value, good taste, and convenient consumption. Consumers can eat their favorite fruit and vegetable snacks anytime, anywhere.
From the perspective of the entire domestic market, fruit and vegetable crisp products are a relatively new product category in the snack food market, and it takes a short time to enter the market. Such products are still in the stage of market introduction. Currently, there are brands of fruit and vegetable chips with marketing strength. There are few production enterprises, consumers are relatively unfamiliar with this product, and the market size needs to be further enlarged.
The competition situation of fruit and vegetable chips is currently not a national strong brand in China's fruit and vegetable chip market. Colorful Manor, Four Seasons Farm, Green Tree, Di Yuan, Di Le, Jing Lu, Queen and so on are all local or regional. The brand, the market competition is not fierce. Because these companies' marketing levels are basically at a low level, and they have not invested enough brand communication and marketing expenses, this has also affected the development speed of the product categories of fruit and vegetable chips and the overall market size.
Fruit and vegetable chips represent potential consumer demand. Consumers' demand for snack foods has not been satisfied with the basic needs of consumers, such as good taste, health, and high packaging quality. It also hopes that they can supplement their nutrition when the products are delicious. Bringing health, vitality, fashion and other functional benefits and spiritual enjoyment, the characteristics of fruit and vegetable crisp products precisely represent the consumer's consumer demand for casual food.
The market prospects of fruit and vegetable chips The product characteristics of non-fried, natural, green, nutritious and convenient fruits and vegetables chips determine the consumption trend of casual foods, and there is no strong brand to occupy the market first. In a staking-environment state, if any of the fruit and vegetable chip companies can take the position of leading brands in the market of fruit and vegetable chips through professional brand planning, product planning, marketing planning, and sales planning, then your company’s fruits and vegetables will be brittle. The market opportunities and market prospects of the film products will be very optimistic.
Research and Analysis of Consumer Demands for Fruit and Vegetable Chips 1. What are the main requirements for consumers to meet the needs of consumers? 1. Peacetime spasms; 2. Snacks; 3. Weight loss; 4. Vitamin supplementation; 5. Tasty; 6 , idle nothing to want to eat; 7, replace the high-calorie potato chips; 8, love snacks, nutrition will not be fat; 9, easy to absorb vitamins; 10, pure natural, green food; 11, boredom, kill time; 12, do not gain weight, lose weight; 13, when the snack does not gain weight; 14, food at leisure; 15, rich VC; 16, no pigment and no preservatives; 17, eat when watching movies; 18, weight loss, beauty; 19, pass the time; 20, as a fruit; 21, love to eat snacks, eat fruit and vegetable chips nutrition will not be fat; 22, inconvenient when the alternative fruit; 23, do not get fat, Jie Xi; 24, buy for his girlfriend to eat; It's delicious, it doesn't get angry; 26, the need for vitamin supplements, etc.
Second, the consumer thinks that the biggest advantage of the vegetable and fruit crisp products over the potato chips products is 1. not to get angry, contains vitamins, cellulose and other nutrients; 2, low in calories; 3, different flavors; 4, nutritious; 5, healthy 6, eat no fat; 7, good taste; 8, is sweet; 9, not easy to gain weight, can replace the fruit; 10, fruit and vegetables in some occasions inconvenient to eat; 11, green, healthy, Do not increase fat; 12, non-fried; 13, delicious; 14, not greasy; 15, rich in vitamins; 16, higher nutritional value; 17, may be better than potato chips; 18, dessert, potato chips are Salty; 19, good nutrition; 20, is made of fruits or vegetables; 21, does not like to eat potato chips; 22, seems to eat is not thirsty; 23, taste more fruit ingredients; 24, retain the flavor of fruits or vegetables 25, can add nutrition to eat less fruit; 26, trace elements and more.
Third, the purchase of fruits and vegetables chips consumers first consider what factors 1, taste, technology; 2, health, whether the preservation of nutrients is complete; 3, price; 4, whether it is delicious, with or without additives; 5, heat; 6, is Easy to buy; 7, nutritional value; 8, add VC; 9, bright color; 10, shelf life; 11, not lit; 12, whether to gain weight; 13, packaging; 14, want to lose weight; 15, good taste, The price is relatively moderate; 16, vitamins will not be lost; 17, brand influence; 18, with or without side effects; 19, whether it is delicious; 20, safe, pollution-free, green and so on.
The main problems existing in the existing marketing of fruit and vegetable chip products from the perspective of professional marketing planning, Beijing precision planning that the current market on the existing fruit and vegetable chips in the marketing aspects of the main problems in the following 11 aspects: 1 Most fruit and vegetable chips have not established a clear brand positioning for their own products; 2. There is no significant difference in the category between the fruit and vegetable chips and the chips; 3. The inaccuracy of the target consumer groups; 4. The brand name The product communication still stays at the stage of who I am; 5. There is no effective docking between product selling points and consumer demand; 6. There is no classic advertisement slogan for fruit and vegetable chips; 7. The product price positioning is relatively confusing, but Market pricing based on product cost is somewhat out of line with consumer demand; 8, product packaging design is not guided by brand strategy; 9. Most fruit and vegetable chip products are basically in natural sales; 10, lack of product sales terminal sales promotion support ; 11, marketing communications and marketing costs are not enough investment. The marketing shortcomings in the above eleven aspects are the root causes of the fact that there is no nationwide well-known brand in the product category of fruit and vegetable chips and that the market size of the entire category has not grown rapidly.
Marketing Strategy for Large Brand of Fruit and Vegetable Chips and Product Sales Beijing Precision Planning, with its 18 years of successful marketing planning experience in the food industry, puts forward some marketing strategies for large fruit and vegetable chips brands and product sales for the fruit and vegetable chip companies. The majority of fruit and vegetable chips companies share and think together:
First, fruit and vegetable crisp products from the raw materials, processes, costs, nutrition, etc. are higher than potato chips. The potato chips are ordinary snack foods, while the fruit and vegetable chips are high-end snack foods. Therefore, there are obvious differences between the chips and the potato chips in brand positioning, target consumer groups, product selling points, packaging design, and price positioning. Take the fruits and vegetables chips as chips.
Second, identify the target consumer groups of fruit and vegetable chips. Fruit and vegetable crisp products have their own unique interests and are more suitable for young female consumers and children. Fruit and vegetable chips companies need to further subdivide the market for this type of product, identify the target market for their products, target appeals and dissemination, and become bigger and stronger in one or several important market segments through differentiated marketing. .
Third, fruit and vegetable chips need to establish a unique brand identity system. In order to become a leading brand in this market, fruit and vegetable chips companies need to establish a differentiated brand identification system for their own brands through professional marketing planning. The core parts of these brands mainly include the following aspects: 1. For their own The brand established a clear brand positioning, separated all the brand of fruit and vegetable chips, just like the brand positioning of Wanglaoji herbal tea through fire, forming a clear market segment with other herbal tea brands. 2, through the in-depth understanding of consumer demand, in this type of product market first put forward the standard of good fruit and vegetable chips, so that consumers feel that your brand represents the standard of good fruit and vegetable chips. 3, through the brand communication, in the hearts of consumers to further form your brand of fruit and vegetable chips represents the entire product category of fruit and vegetable chips, just as Jinlongyu represents the same blend of oil products. 4. Create a vivid cartoon image for your own brand, and create differentiated brand recognition through creative expression on product packaging and other promotional materials. 5, for the fruit and vegetable chip products like a classic brand advertising language, allowing consumers to quickly remember this slogan, and generate potential buying desires. The above five aspects together constitute a recognition system for leading brands of fruit and vegetable chips, which will allow your brand to quickly jump out of a large number of fruit and vegetable chips, supporting a substantial increase in the sales of branded fruits and vegetables chips and products.
Fourth, the price positioning of fruit and vegetable chips is in line with the purchase needs of consumers. In general, fruit and vegetable chips are more expensive than potato chips in production costs, so the retail price of fruit and vegetable chips will be higher than that of potato chips. However, fruit and vegetable chips cannot simply be priced based on the cost of the product. For example, the retail price of potato chips is 7-10 yuan. If the retail price of the same apple chips is set at around 20 yuan, consumers will feel the price is too high. Through consumer demand research, we found that consumers believe that the price of similarly packaged apple slices is set at between 12-15 yuan. In this way, the apple tablet company needs to reduce the product's capacity to reduce the retail price of the product, so that the price of the sales of the fruit and vegetable chip product can be effectively connected with the consumer demand, thereby reducing the sales obstacle of the product.
Fifth, product packaging design should have brand strategy and creative strategy guidance. Many of the packaging designs for fruit and vegetable chips on the market today are very similar. No matter whether it is in the bag or other forms of packaging, it is basically the design style of fruits and vegetables and the brand name. There are no brand interest points, no slogan, and no other personalized identification elements on the product packaging, which results in homogenization of taste of the fruit and vegetable chips and homogenization of product packaging. Consumers cannot distinguish which brand of fruit and vegetable chips is better. There is no choice at the time of purchase. Therefore, good packaging design of fruit and vegetable chips can not be easily designed for an ordinary design company or packaging printing plant. The packaging design of first-class fruit and vegetable chips not only needs good design skills, but also needs guidance on brand strategies and creative strategies.
Six, fruit and vegetable chips enterprises need to invest in the appropriate marketing costs on the basis of professional brand planning, product planning, market planning and sales planning for brand communication, product promotion and terminal sales promotion. Having good professional planning is a prerequisite for the success of the brand of fruit and vegetable chips. Even the best marketing plan needs to be disseminated to consumers. This requires a certain amount of brand communication and marketing expenses. Fruit and vegetable chips companies can determine the amount of marketing expenses and direction of investment according to their actual situation. Beijing Precision Planning believes that small and medium-sized fruit and vegetable chips companies can start marketing through professional media and sales promotion in key sales regions, and spread good marketing plans through communication with distributors and consumers. The combination of intensive cultivation in key sales areas and investment in products from the national market will first become a well-known brand in the regional market, and at the same time, it will lay a solid foundation for expanding the rest of the country's markets, and in a relatively short period of time, it will expand its own brand of fruit and vegetable chips and product sales.
Concluding remarks: Our understanding of precision planning is precisely based on the overall understanding of the food market, using precise market segmentation strategies, accurate brand strategies, accurate product strategies, accurate pricing strategies, accurate access strategies, and accurate advertising. Delivery strategies, precise sales promotion strategies, etc., focus on the accurate dissemination of corporate resources to segmented markets and target consumer groups, effectively reduce the waste of resources and costs of food companies, and rapidly increase the integrated marketing planning model for brand and product sales.
After eighteen years of actual marketing tests, we will start a new era of precision planning in the food marketing field in China starting in August 2008. We can stably earn profits for food companies and be responsible for the results of marketing planning, and truly realize the company's philosophy of low-cost, risk-free marketing planning for food companies. Precise planning solemn promise: Marketing plan customers are not satisfied with 100% refund. 1. Providing China's top-ranking marketing planning services for food companies; 2. Making food marketing companies do the best in similar competitive products; 3. Giving food companies an equivalent of 10-100 times the cost of marketing planning. The economic benefits.
From the perspective of the entire domestic market, fruit and vegetable crisp products are a relatively new product category in the snack food market, and it takes a short time to enter the market. Such products are still in the stage of market introduction. Currently, there are brands of fruit and vegetable chips with marketing strength. There are few production enterprises, consumers are relatively unfamiliar with this product, and the market size needs to be further enlarged.
The competition situation of fruit and vegetable chips is currently not a national strong brand in China's fruit and vegetable chip market. Colorful Manor, Four Seasons Farm, Green Tree, Di Yuan, Di Le, Jing Lu, Queen and so on are all local or regional. The brand, the market competition is not fierce. Because these companies' marketing levels are basically at a low level, and they have not invested enough brand communication and marketing expenses, this has also affected the development speed of the product categories of fruit and vegetable chips and the overall market size.
Fruit and vegetable chips represent potential consumer demand. Consumers' demand for snack foods has not been satisfied with the basic needs of consumers, such as good taste, health, and high packaging quality. It also hopes that they can supplement their nutrition when the products are delicious. Bringing health, vitality, fashion and other functional benefits and spiritual enjoyment, the characteristics of fruit and vegetable crisp products precisely represent the consumer's consumer demand for casual food.
The market prospects of fruit and vegetable chips The product characteristics of non-fried, natural, green, nutritious and convenient fruits and vegetables chips determine the consumption trend of casual foods, and there is no strong brand to occupy the market first. In a staking-environment state, if any of the fruit and vegetable chip companies can take the position of leading brands in the market of fruit and vegetable chips through professional brand planning, product planning, marketing planning, and sales planning, then your company’s fruits and vegetables will be brittle. The market opportunities and market prospects of the film products will be very optimistic.
Research and Analysis of Consumer Demands for Fruit and Vegetable Chips 1. What are the main requirements for consumers to meet the needs of consumers? 1. Peacetime spasms; 2. Snacks; 3. Weight loss; 4. Vitamin supplementation; 5. Tasty; 6 , idle nothing to want to eat; 7, replace the high-calorie potato chips; 8, love snacks, nutrition will not be fat; 9, easy to absorb vitamins; 10, pure natural, green food; 11, boredom, kill time; 12, do not gain weight, lose weight; 13, when the snack does not gain weight; 14, food at leisure; 15, rich VC; 16, no pigment and no preservatives; 17, eat when watching movies; 18, weight loss, beauty; 19, pass the time; 20, as a fruit; 21, love to eat snacks, eat fruit and vegetable chips nutrition will not be fat; 22, inconvenient when the alternative fruit; 23, do not get fat, Jie Xi; 24, buy for his girlfriend to eat; It's delicious, it doesn't get angry; 26, the need for vitamin supplements, etc.
Second, the consumer thinks that the biggest advantage of the vegetable and fruit crisp products over the potato chips products is 1. not to get angry, contains vitamins, cellulose and other nutrients; 2, low in calories; 3, different flavors; 4, nutritious; 5, healthy 6, eat no fat; 7, good taste; 8, is sweet; 9, not easy to gain weight, can replace the fruit; 10, fruit and vegetables in some occasions inconvenient to eat; 11, green, healthy, Do not increase fat; 12, non-fried; 13, delicious; 14, not greasy; 15, rich in vitamins; 16, higher nutritional value; 17, may be better than potato chips; 18, dessert, potato chips are Salty; 19, good nutrition; 20, is made of fruits or vegetables; 21, does not like to eat potato chips; 22, seems to eat is not thirsty; 23, taste more fruit ingredients; 24, retain the flavor of fruits or vegetables 25, can add nutrition to eat less fruit; 26, trace elements and more.
Third, the purchase of fruits and vegetables chips consumers first consider what factors 1, taste, technology; 2, health, whether the preservation of nutrients is complete; 3, price; 4, whether it is delicious, with or without additives; 5, heat; 6, is Easy to buy; 7, nutritional value; 8, add VC; 9, bright color; 10, shelf life; 11, not lit; 12, whether to gain weight; 13, packaging; 14, want to lose weight; 15, good taste, The price is relatively moderate; 16, vitamins will not be lost; 17, brand influence; 18, with or without side effects; 19, whether it is delicious; 20, safe, pollution-free, green and so on.
The main problems existing in the existing marketing of fruit and vegetable chip products from the perspective of professional marketing planning, Beijing precision planning that the current market on the existing fruit and vegetable chips in the marketing aspects of the main problems in the following 11 aspects: 1 Most fruit and vegetable chips have not established a clear brand positioning for their own products; 2. There is no significant difference in the category between the fruit and vegetable chips and the chips; 3. The inaccuracy of the target consumer groups; 4. The brand name The product communication still stays at the stage of who I am; 5. There is no effective docking between product selling points and consumer demand; 6. There is no classic advertisement slogan for fruit and vegetable chips; 7. The product price positioning is relatively confusing, but Market pricing based on product cost is somewhat out of line with consumer demand; 8, product packaging design is not guided by brand strategy; 9. Most fruit and vegetable chip products are basically in natural sales; 10, lack of product sales terminal sales promotion support ; 11, marketing communications and marketing costs are not enough investment. The marketing shortcomings in the above eleven aspects are the root causes of the fact that there is no nationwide well-known brand in the product category of fruit and vegetable chips and that the market size of the entire category has not grown rapidly.
Marketing Strategy for Large Brand of Fruit and Vegetable Chips and Product Sales Beijing Precision Planning, with its 18 years of successful marketing planning experience in the food industry, puts forward some marketing strategies for large fruit and vegetable chips brands and product sales for the fruit and vegetable chip companies. The majority of fruit and vegetable chips companies share and think together:
First, fruit and vegetable crisp products from the raw materials, processes, costs, nutrition, etc. are higher than potato chips. The potato chips are ordinary snack foods, while the fruit and vegetable chips are high-end snack foods. Therefore, there are obvious differences between the chips and the potato chips in brand positioning, target consumer groups, product selling points, packaging design, and price positioning. Take the fruits and vegetables chips as chips.
Second, identify the target consumer groups of fruit and vegetable chips. Fruit and vegetable crisp products have their own unique interests and are more suitable for young female consumers and children. Fruit and vegetable chips companies need to further subdivide the market for this type of product, identify the target market for their products, target appeals and dissemination, and become bigger and stronger in one or several important market segments through differentiated marketing. .
Third, fruit and vegetable chips need to establish a unique brand identity system. In order to become a leading brand in this market, fruit and vegetable chips companies need to establish a differentiated brand identification system for their own brands through professional marketing planning. The core parts of these brands mainly include the following aspects: 1. For their own The brand established a clear brand positioning, separated all the brand of fruit and vegetable chips, just like the brand positioning of Wanglaoji herbal tea through fire, forming a clear market segment with other herbal tea brands. 2, through the in-depth understanding of consumer demand, in this type of product market first put forward the standard of good fruit and vegetable chips, so that consumers feel that your brand represents the standard of good fruit and vegetable chips. 3, through the brand communication, in the hearts of consumers to further form your brand of fruit and vegetable chips represents the entire product category of fruit and vegetable chips, just as Jinlongyu represents the same blend of oil products. 4. Create a vivid cartoon image for your own brand, and create differentiated brand recognition through creative expression on product packaging and other promotional materials. 5, for the fruit and vegetable chip products like a classic brand advertising language, allowing consumers to quickly remember this slogan, and generate potential buying desires. The above five aspects together constitute a recognition system for leading brands of fruit and vegetable chips, which will allow your brand to quickly jump out of a large number of fruit and vegetable chips, supporting a substantial increase in the sales of branded fruits and vegetables chips and products.
Fourth, the price positioning of fruit and vegetable chips is in line with the purchase needs of consumers. In general, fruit and vegetable chips are more expensive than potato chips in production costs, so the retail price of fruit and vegetable chips will be higher than that of potato chips. However, fruit and vegetable chips cannot simply be priced based on the cost of the product. For example, the retail price of potato chips is 7-10 yuan. If the retail price of the same apple chips is set at around 20 yuan, consumers will feel the price is too high. Through consumer demand research, we found that consumers believe that the price of similarly packaged apple slices is set at between 12-15 yuan. In this way, the apple tablet company needs to reduce the product's capacity to reduce the retail price of the product, so that the price of the sales of the fruit and vegetable chip product can be effectively connected with the consumer demand, thereby reducing the sales obstacle of the product.
Fifth, product packaging design should have brand strategy and creative strategy guidance. Many of the packaging designs for fruit and vegetable chips on the market today are very similar. No matter whether it is in the bag or other forms of packaging, it is basically the design style of fruits and vegetables and the brand name. There are no brand interest points, no slogan, and no other personalized identification elements on the product packaging, which results in homogenization of taste of the fruit and vegetable chips and homogenization of product packaging. Consumers cannot distinguish which brand of fruit and vegetable chips is better. There is no choice at the time of purchase. Therefore, good packaging design of fruit and vegetable chips can not be easily designed for an ordinary design company or packaging printing plant. The packaging design of first-class fruit and vegetable chips not only needs good design skills, but also needs guidance on brand strategies and creative strategies.
Six, fruit and vegetable chips enterprises need to invest in the appropriate marketing costs on the basis of professional brand planning, product planning, market planning and sales planning for brand communication, product promotion and terminal sales promotion. Having good professional planning is a prerequisite for the success of the brand of fruit and vegetable chips. Even the best marketing plan needs to be disseminated to consumers. This requires a certain amount of brand communication and marketing expenses. Fruit and vegetable chips companies can determine the amount of marketing expenses and direction of investment according to their actual situation. Beijing Precision Planning believes that small and medium-sized fruit and vegetable chips companies can start marketing through professional media and sales promotion in key sales regions, and spread good marketing plans through communication with distributors and consumers. The combination of intensive cultivation in key sales areas and investment in products from the national market will first become a well-known brand in the regional market, and at the same time, it will lay a solid foundation for expanding the rest of the country's markets, and in a relatively short period of time, it will expand its own brand of fruit and vegetable chips and product sales.
Concluding remarks: Our understanding of precision planning is precisely based on the overall understanding of the food market, using precise market segmentation strategies, accurate brand strategies, accurate product strategies, accurate pricing strategies, accurate access strategies, and accurate advertising. Delivery strategies, precise sales promotion strategies, etc., focus on the accurate dissemination of corporate resources to segmented markets and target consumer groups, effectively reduce the waste of resources and costs of food companies, and rapidly increase the integrated marketing planning model for brand and product sales.
After eighteen years of actual marketing tests, we will start a new era of precision planning in the food marketing field in China starting in August 2008. We can stably earn profits for food companies and be responsible for the results of marketing planning, and truly realize the company's philosophy of low-cost, risk-free marketing planning for food companies. Precise planning solemn promise: Marketing plan customers are not satisfied with 100% refund. 1. Providing China's top-ranking marketing planning services for food companies; 2. Making food marketing companies do the best in similar competitive products; 3. Giving food companies an equivalent of 10-100 times the cost of marketing planning. The economic benefits.
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