Marketing plan of sun flower.doc

Marketing plan of sun flower于姚1070193221耿宁 1070193203王莉 1070193216张兵 1070193222高婕 1070193103 踪茹姗 1070193122Company profileFlower industry is a modern agriculture in the world and one of the most dynamic industries .My company for the brand, have their own flowers base, to cultivate new varieties created good condition. Because of the reduction of intermediate links, so spend more fresh, more preferential price. The company is the planting, breeding new varieties, for our entity shop to provide resources. Budget competition: transport, breed, promotionbreed, promotionn: transport, breed, promotionProducts: general competition regimen (tea, flower bath, pedicure,Essential oils ) (tea, flower bath, pedicure,Essential oils )The largest category of products competition：food（果脯、饮料）products competition：food（果脯、饮料）Product design competition:Major brand shop（花之都、一佳花店、郁金香花艺competition:Major brand shop（花之都、一佳花店、郁金香花艺Concentric circle competition analysisPerceptual map 礼物 工艺品 玩偶 饮料 食品 果脯 花茶 花艺 花束 花车 花瓣澡 饰品 足浴 巧克力 养生 装饰 浪漫 Detailed Situation AnalysisMarket Characteristics(Population, demand, purchase quantity, tendency of the market）With the continuous improvement of peoples living standard, peoples material life in the pursuit of increasingly high, the romantic life, flowers into the necessities of life, so that people on the flowers demand is also growing, purchase volume increasing the market continued to show growth trend.Key Success(FactorsCritical success factors）The right location is a half of success ( Entertainment Centre, Gaestgiveriet Hotel, theater, hospital ) where the person flow is large, with flower sales features.Location: flower shop, door flower designMarketing: marketing to create reasonable success, floral design show ingenuity.CompetitionChinese flowers industry rapid development, has become the worlds biggest flowers production country, but also in the development of the small scale of production, logistics cost is high, breed is updated slow problem not to be ignored. Facing the market price change radically and stable development, high cost of logistics and expand export channels etc. To develop an area advantage, take the road of sustainable development.According to the United States times magazine, the world of flowers growing demand. The world flower sales, from three years ago to about $80000000000, increased to $100000000000 last year. World trade of flowers are in change rapidly in the development of. More and more products, from the southern hemisphere, including the Columbia, Peru and other countries. In China, Yunnan, Hainan, flowers industry base the emergence, so we want to SUN FLOWER to become more like them, to form the national flower of one-stop production and sales base.Technology ConsiderationsNowadays, the floral flowers have become increasingly demanding, people decorated with flowers of life.Political/Legal EnvironmentAfter China joins WTO, the domestic market has been optimistic about the foreign enterprises, Chinese and foreign flowers trade and exchanges unprecedented prosperity.The flower is agriculture, country tax support, and environmental protection, the air pollution is serious today, the trend, the future is a hot industry.Social/Cultural EnvironmentChina is the Kingdom, but the flower kingdom. The whole world has about30000flowers flowers, love flowers are the traditional virtues of the Chinese people, all kinds of flowers in its particular way deep Chinese cultural life. Chinese flower culture has a long history, Chinese people enjoy flowers, not only enjoy the flower color appearance, more Xin flowers contained in the moral and spiritual strength of personality.Problems and OpportunitiesThe site,should choose to facilitate traffic flow in place.Sign design,store signs design simple, catchy name, and are endowed with cultural connotation, shop decoration should be simple.Commodity display, should be few and wellProducts, with flowers, dried flowers, wedding services.The operating time, flexibility, customers can meet the different needs of the time.SWOT分析SUPERIORLYBroad market：Peoples increasing demandFloral sources：Flowers are our company from cultivated land ofTraffic：Sales of native flowers to save the high cost of transportationWEAKNESSLack of experienceLack of fundsOpportunityThe process of urbanization to the huge demand of flowers.：Now the country began to pay attention to2, line 3and city construction, the future market in 2,3 lines of city A.The ecological change pursuit to flowers industry raised a requirement.：Roof greening and wetland protection has become a hot spot, flowers industry should be in dosomethinpreviouslyunreleasedHorticultural life on the demand of flowers：At present our country flowers is horticultural quantity many, but high-end products are scarce, and the international market trend of flower gardening industry has put forward higher requirements. Our country flowers is horticultural product quality and value-added space greatly ascend, practitioners need to closely follow the trend, grasp the opportunity.ThreatChinese governments at all levels will flower as rural industry structural adjustment serious content, in the policy and financial support given attention, Chinese flowers industry as a rising industry, development prospects, industry growing at the same time, attract more and more industry foreign capital, talent to enter, attract more vegetable grower, the steering flower production, the number of enterprises growth of in successive years, not only business was born, in fact ceaselessly enterprise was eliminated, and constantly have new enterprise founded, but the latter is more than the former, show is the number of enterprises overall growth. Survival of the fittest process will continue for a long time, until both tend to balance, then the industry matured.The flower industry in the future developmentUnique ability is competitiveImprove the industrial chain is the key to the healthy development ofStandardized production is crucialUnderlined is the more popular Florist People buy flowers ( beam )DATA SUN FLOWER , 亿人花港 2 SUN FLOWER , 花之都 8 SUN FLOWER ,一佳花店 5 SUN FLOWER , 郁金香花艺 12 亿人花港 , 花之都 6 亿人花港 ，一佳花店 3亿人花港 , 郁金香 10 花之都 ，一佳花店 3Market segmentationWhite collar Ordinary income Student Average age 27 45 18Average income 5000 2000 800Level of Education Graduate student Junior middle school UniversityMarriage status Married Married UnmarriedMobility Random Stable StableFlowers frequency Once a week Memorial DayHolidayFlowers use Home decoration To love To create a romantic atmosphereLove of flower seeds At random ones love rose To use market segmentsDecorationCelebrationHoliday giftsHoliday gifts for sales potential of the largest segment of the market as we SUN FLOWER the companys target market potentialVarious festivals and need for flowersNew years day - all kinds of flowers, objective: to celebrate the festival, wishesValentines day - the rose, symbol of romantic loveMothers day - carnation, carnation ( love, beauty, respect ) carnation is the sacred flower of all women, beautiful and elegant model. ( carnations: mother I love you, enthusiasm, love )July 7th - rose, symbol of love, the rose (bud): beauty and youthChristmas - rose, Rose: love, love and beauty, ones face glowing with health.In 2012 sunflower May sales forecastSalesThe three period averageThe original changeAverage development trend2.7/3.53.3+0.8/3.02.92-0.5/1.2/-1.8/1.4/+0.2/The choice of target market mode Full market coverageYoung people Middle-aged person AgedyesyesyesDecorationCelebrationHoliday giftsSUN FLOWER Product positioning (Coexisting strategies)Grade一佳花店亿人花港 花之都SUN FLOWER郁金香花艺HighmiddleLowLess Many Service itemsChoose to coexist strategic reasonThe coexistence of strategy is the enterprise collective and occupational market strategy.Flower industry is a popular industry, people are in great demand, we SUN FLOWER choose this strategy, we can save time, save our cost. So we can put more energy into the flowers breed breed to meet the demand for consumer groups.Product positioningBecause the flowers are synonymous with romance, along with the modern life quality improved, more and more people begin to pursue a romantic and quality of life. Our positioning is: Romantic master and quality of Superman.Product designThe core layer: love flower, birthday flower, the family visit flowers, flowers, flower blesses a flower, conference, wedding flowers, with real flowers, edible flowersThere are formed: to the quickest and most fresh features, high-quality sales of low profit, in a variety of styles to meet customer, with exquisite packaging to provide consumers with a reliable brand, to open up the marketAdditional layers: free delivery, to provide decorative, with flower methodCompany logoProduct packagingCompany aim: to the heart of nature to design beautiful, with a tolerant heart to packaging world; with the environment of the heart to the design of ducts continued to win customers as soon as possible.Go out looking for really profitable customer customer relationship through the system analysis, the customer operation cost, profit, life cycle, a comprehensive review, in accordance with the characteristics of customers carry out different marketing strategiesStrengthen the management of quality is the quality of the general maintenance of customer loyalty the best guarantee, is the most powerful weapon against competitorsStrengthen two-way communication to provide personalized service by listening to the. We can get effective information, in-depth understanding of customer needs and can be used for innovation, to promote better development of flowers company, for customers and companies to create more valueThe factors which influence enterprise pricingCost,Sell goods, must know the commodity cost is many. This includes the cost of goods sold, which is manufacturing the products used by the cost, in addition to pin pipe cost, such as advertising and other expenses need, Your product is not sold to all the people, but the specific target customers. If the target customers on your product demand, pricing will be higher; if demand is weak, will not be too high price Competition,Consumers do not have to buy your product, he can have a lot of choices. If the market is quite many similar products, target customers on your product demand is weak Time to market,General product life cycle is divided into introduction period, into long-term, mature period. The different stages have different pricing.According to the influences on pricing, product pricing environment for your company to carry out simple analysisThe price of flowers according to different seasons change obviously, season flowers on each flower yield and the natural climate is different and adjustmentWith the continuous improvement of peoples lives, peoples spiritual life also has influence character by environment change, flowers have become the indispensable thing in peoples life, therefore the flowers pricing will with the peoples demand to changeHoliday demand, to live as people is ceaseless rich and colorful, on holiday on degree, such as Valentines day, mothers day, the Double Ninth Festival and other festivals, some flowers will rise.Determine your company pricing goal is what, why?Pricing objectives is refers to the enterprise through the development of the product price to achieve the purpose of. Enterprises in the product prices, we must first have a clear goal. Different enterprises, different product, different market, different period has different marketing objectives, which will require different pricing strategies. However, enterprise pricing objectives is not single, but a multiple combination.In order to maintain their survival as the goal When the enterprise management is bad, or due to intense market competition, customer demand changes occur suddenly and other reasons, resulting in product market not free, a large backlog, cash flow, even on the verge of bankruptcy, the enterprise can only be a backlog of product price, in order to quickly clearing inventory, to recover the funds. But this goal can only be enterprises are facing difficulties of short-term goal, long-term goal is to develop, otherwise the enterprise will go bankrupt.The pursuit of the maximization of profit, but do not consider the long-term benefits. Select this target, must have certain conditions, i.e. when the reputation of products, but also in the target market competition dominant position, be used, otherwise should also take long-term goals.In order to maintain and increase market share as the goal Market share is the enterprise management condition and the enterprise competitiveness of products direct reflection, it is important to the survival and development of enterprises is of great significance. An enterprise must maintain or increase market share, could survive and develop. Therefore, it is the enterprise pricing selection is a very important target. So we must implement all or part of the product strategy price, in order to achieve the goal of improving market share. To cope with or inhibit competition as the goal Some enterprises in order to prevent competitors from entering their target market, but the price will be very low, the price is generally applicable to the strength of large enterprises. Small and medium-sized enterprises in market competition intense circumstance falls, in general it is with the market oriented, fluctuate in line with market conditions price, thereby can also ease the competition, stabilize the market To establish a corporate image as the goal Pricing strategyMarket oriented pricingDemand oriented pricing is a kind of market demand intensity and the feelings of consumers as the main basis for the pricing method.Different festivals require different flowers, peoples demand increases, the price also increases Sun flower pricing listFlower type1枝/元PackageDoor-to-doorNote ( the special holiday)red rose5Packing free+5+1yellow rose5Packing free+5pink rose5Packing free+5+1White Rose5Packing free+5Blue enchantress6Packing free+5+1Lily10Packing free+5Carnation3Packing free+5+1Chrysanthemum1.5Packing free+5others Packing free+5Store choiceFlowers as a romantic things on behalf of, there is no fixed consumption age, but we store the main consumer groups positioning80.90hou young groups. Choose to place a large flow of people. Convenient for people to buy a place SUN FLOWER STARTCelebrate International Labor DAY and the grand opening celebration to build an arena, please all kinds of labor workersSignsSUN FLOWERTHE DESIGN OF THE SHOPFlower Arts Learn Xi District Flower display Leisure area CASHIERWallpaper: cloverFloor: white marbleStyle: fresh and elegantActivityFloral games：With freedom, unity of theme, floral designValentines Day：Publicity : Rose, love story, promote feelings between loversMothers Day:The flagship carnation, mix, promote filial piety, learn to be gratefulChristmas：Send a fruit to buy roses, to write a new year wish, the shop has a Christmas tree, the couple as the Christmas tree decorationUsually the shop had flower arrangement training, raise a flower skills to inform, various flower health method Marketing mix decisionTarget marketing:80, after 90Marketing objectives: expand the publicity, improve the visibility of. Because our SUN FLOWER is a brand, competition is intense, so we engage in promotional purpose is to expand the publicity, improve the visibility of.Promotional information set: we adopt rational appeal, because we are the flower shop, flowers can bring the spirit of enjoyment, is a kind of meaning.Communication channels: choose a face-to-face manner, because the flowers profit is not very high, and we do not know who is the buyer, so we can only be taken in this way, the customer advisory way.Sales promotions - personal selling conference marketingOur SUN FLOWER is produced from the sale of the business model, we have our ownflowers base, we devel