Marketing plan for the whole process of roasting coffee

Author: Han Jiangmin Yunnan Shengbao Biotechnology Development Co., Ltd.

Summary:

Coffee, one of the three major drinks in the world and a product of western culture, is indeed a household name in China and has a very far-reaching and special historical background and practical significance. Yunnan has a long history of growing coffee. Today, Yunnan accounts for more than 80% of the "coffee" grown in China. The company set up Coffee planting Co., Ltd. Two years ago. And in a variety of favorable conditions of Nujiangba planted nearly 4000 mu of high-altitude high-quality small-grain coffee. However, in recent years, the market price of small-grain coffee beans in Yunnan is in a low state, if only the sale of coffee beans, then the whole Yunnan coffee industry will have no way out. My company is no exception. Even if the price of coffee rises, its economic benefits and intangible assets and returns will be very different from those of pure raw materials sold and deeply processed into commodities on the market. Therefore, driven by this internal cause, after the study of the board of directors, we must consider and find a new way out for the company's coffee industry.

For this reason, the Coffee Project Department has been approved to study the new way out of the coffee market. I have the honor to be responsible for the project and participate in the whole process of the coffee project from beginning to end.

After the Spring Festival in 2002, our department arranged for relevant personnel to conduct a comprehensive survey of the coffee market (mainly in developed cities). During this period, we repeatedly participated in coffee fairs in various situations and seminars on international coffee-related organizations. finally, it is concluded that "roasted coffee beans" will be the mainstream of coffee market in the future, and the potential and space for its development is self-evident, which has been fully proved by the investigation of relevant personnel. (survey details and data in later chapters) with the change of the international situation and the continuous improvement of China's status in the world, the coffee culture and fashion pursuit brought to people undoubtedly give us an once-in-a-lifetime opportunity. Under the objective premise of the combination of internal and external factors, the company decided to enter the market operation of "roasted coffee beans".

Of course, our company is not the only one to see this market prospect. There are nearly 20 brands of roasted coffee sold on the market, of which there are no less than five brands in Yunnan. Therefore, it is urgent for us to enter the industry. But for the operation of roasted coffee, the company must set it at a strategic level. Its purpose is not simply to sell roasted coffee to ease the pressure on coffee growing companies due to low prices, but to take this opportunity to create a first national brand of Chinese coffee and make it the second "Hongta Mountain" in Yunnan. Therefore, under the guidance of this overall thinking, the purpose of our work is to plan carefully, fully prepare, and go on the market quickly. This is the premise and train of thought for brewing and completing the planning plan. The success of the plan has a direct impact on the success of the future operation. As the old saying goes: you must plan first and then you will succeed. This is where the proposal lies.

The first part

Adjustment and research

1.1 the practical significance of the project to the company

The main points are as follows:

1. To find a major industry with long-term, stable and sustainable development for the company. Under the premise that the diversified development of the company is not conducive to the long-term development of the company, such as decentralized management, scattered human resources, decentralized funds and so on, find a main channel that can become the company's future development.

2. to create the company's own brand, once it is successful (in fact, it must be successful), it will not only make the company get a rich profit return, but also make a qualitative leap to the accumulation of the company's intangible assets. it will have a very profound impact on the future development of the company in other fields to become a century-old enterprise.

3. With the success of the project, Wuling has built a bridge for the company to the national and even global markets.

To sum up, the success of the project is of vital importance to the future development of the company.

1.2 Market Research and Market Analysis

(here we mainly take the three major cities as an example)

1.2.1 Survey of the Beijing market

1. The composition of coffee sales fee groups.

As the political and cultural center of our country, Beijing has become the focus of diplomacy and investment, and its long historical and cultural background is also attracting a large number of foreign tourists. The 2008 Olympic Games have created endless business opportunities for Beijing, where coffee consumption is mainly made up of tourists and local well-paid white-collar workers.

2. The market share of each coffee brand

According to a survey in Beijing, coffee sales in Beijing average about 43 tons per month. Various coffee brands and market share are as follows:

3. Market share of each terminal

(1) the sales of coffee in the main terminals in Beijing are star hotels, coffee and western fast food chains, coffee shops and western restaurants.

To sum up, the monthly sales of star hotels total 15.2 tons, accounting for 35.35% of the market sales, and it is the main market of the whole Beijing coffee market. Its main suppliers are: Golden Milan Company, Beijing Ruigele, Merlot, Mano, Jierong, Germany Meier Super Mountain Coffee, Marshal and so on.

(2) the sales of coffee chains and western fast food restaurants are second only to star hotels, according to a sample survey, mainly by the following chain stores:

Taken together, coffee chains and western fast food restaurants sell 13.5 tons per month, accounting for 31.4% of the market share.

(3) there are about 700 coffee shops and western restaurants in Beijing, with an average monthly sales of 3.5 tons, accounting for 8.14% of the market share. the main suppliers are: Huashen Coffee, Marshal Coffee, Arroco Coffee, Jierong, Gloria Star Coffee, Mano Coffee, etc., it is not difficult to see that the share of coffee shops and Western restaurants is not large, but there are more than 700 (incomplete statistics) covering a wide range in Beijing. The size of the area, that is to say, our products should quickly and efficiently occupy the market, and quickly have the influence should make a big fuss in this market.

In short, as the political and cultural center of Beijing, the market share and potential is very huge. If our new coffee brand with distinct national characteristics wants to gain a firm foothold at home and even in the world, Beijing will be one of the key points of our sales.

4. Investigation and analysis

From the above data, it is not difficult to see that the main market of coffee accounts for 74.88% of the monthly sales of 43 tons, that is, 32.2 tons, in the terminals (star hotels, coffee and western fast food chains, coffee shops and western restaurants). Then the terminal will become our top priority, and according to the current quality, income and consumption concept of Beijing citizens, the market potential and prospects are indeed considerable.

1.2.2 Market Survey in Shanghai

1. The composition of coffee consumption groups

Shanghai, a city that was first influenced by foreign culture, an economic and financial center, more and more financial groups, a paradise for foreign investors. A large number of foreign businessmen will work and live here for a long time, and a large number of high-paid white-collar workers, high-paced and efficient work and life are affected by various factors of Western culture, resulting in this city with the largest coffee sales. The main groups of fixed coffee consumption are foreign investment groups, senior white-collar workers, tourists and people with families.

2. The market share of each coffee brand

According to the survey in Shanghai, the average monthly sales of coffee in Shanghai is 70.38 tons.

3. Market share of each terminal

The end sales market of coffee in Shanghai is: star hotel, coffee and western fast food chain, western restaurant.

(1) Star hotels

Overall, the average monthly sales of the above-mentioned star hotels are 16.47 tons, accounting for 23.47%.

(2) the coffee and western fast food chains second only to star hotels are mainly composed of 15 Shangdao Coffee, 28 Starbucks Coffee, 10 Real Pot Coffee, McDonald's and Pizza Hut. The average monthly sales of these chains are 21.18 tons, accounting for 30.18%.

(3) the average monthly sales of 1000 western restaurants is 13.53 tons, accounting for 19.28%. Other suppliers are: mocha, Marshal, Flower God, Jiaosheng, Jierong, Yunling Coffee and so on.

In short, Shanghai... At the forefront of China's economy, with the development of economy and people's understanding of overseas culture and coffee consumption habits, this will also be an old place for my brand to attack.

4. Investigation and analysis

It is concluded from the data that the terminal market is the main market for coffee. Due to the special factors in Shanghai, there are a large number of star hotels, chain stores, western restaurants and supermarkets, which are the main areas occupied by our products.

1.2.3 Survey of Xi'an Market

With the trend of western development, Xi'an, as an important city in northwest China, has become a hot spot and tourism hotline for many projects because of its geographical advantages and world-famous ancient culture, which has brought great advantages to the development of Xi'an. Due to the arrival of reform and opening up, Western goods and living habits are gradually accepted by a large number of people, and more and more people begin to be loyal to coffee and become a symbol of civilization and elegance. According to the survey of Xi'an market, "coffee has become the consumption fashion of some Xi'an citizens". Various coffee shops and coffee chains have emerged in Xi'an, and coffee sales have increased greatly in recent years. And there is a tendency to continue to grow.

1. Market share of each brand

According to the data provided by five coffee suppliers, that is, the monthly sales of ① Beijing Duange Coffee Gourmet Coffee Company Xi'an Office, ② Miao Coffee General Agent Shaanxi Golden Milan Company, ③ wholesaler Guefa Coffee, and ④ King Wholesale Coffee sell 500kg per month. ⑤ coffee wholesalers sell 400kg per month, a total of 4 tons, all kinds of coffee chain stores monthly sales of 1.08tons, Xi'an coffee market monthly sales of 5.08tons.

At present, the coffee sold by hotels and cafes in Xi'an market are mainly coffee beans and coffee powder, and their tastes or standards are Blue Mountain coffee, Italian coffee, Colombian coffee, Brazilian coffee and Japanese carbonized coffee and so on. In terms of price, there is not much difference between the hotel and the coffee shop, the most expensive is Blue Mountain Coffee, ¥28-30 / cup, ¥45-48 / pot, other products: ¥20-25 / cup, ¥35-40 pot. The most popular tastes are Blue Mountain Coffee and Italian Coffee; five-and four-star hotels mainly use powder and coffee beans; three-star hotels use more coffee powder and fewer coffee beans mainly due to lack of equipment, while all types of coffee shops use coffee beans, without coffee powder, coffee beans are sold more than coffee powder. The main brands are: Beijing Ruigele gourmet coffee. The manufacturer, the General Administration of Land Reclamation of China, has a joint venture with Japan, and the raw materials are imported from Colombia and Brazil and re-supplied by Japan. Miao Coffee: joint venture between Beijing and Italy, factory location: Beijing, raw materials are imported beans. Beijing Ruigele Gourmet Coffee and Mio Coffee are mainly for five-to four-star hotels with professional quality. Other coffee beans and coffee powder produced by Taiwan, Guangdong, Shanghai, Beijing and other places, the raw materials are mostly Hainan beans, the quality is not very professional, mainly for three-star hotels or various coffee shops, distributors are mainly Guefa, Pinhuang, producing area three.

2. Consumer groups

The consumer groups in Xi'an market are divided into five categories: the first category is tourism teams, tourists from Europe and the United States, Japan, Hong Kong and Taiwan, belong to the real coffee consumption group, the place of consumption is five-star and four-star hotels; the second category is to show the identity and status of business owners aged between 35 and 45, some of them are real coffee consumers, spending places in four-star, five-star hotels and coffee chains The third category is the white-collar level that uses coffee as a "brain-awakening agent" in order to reduce work stress, aged between 25 and 35, most people really know how to taste coffee, and the place of consumption is coffee chain; the fourth category is young consumers who follow the trend. They are about 18-30 years old, and 90% of people love coffee just because of fashion. The fifth category is that middle school students and the general public consume coffee because of the popularity of coffee, which is the main consumer of supermarket provincial coffee.

3. Terminal market

The sales terminals of Xi'an coffee market are divided into six categories: the first category is five-star and four-star hotels, which have the largest sales volume, accounting for 1/3 of the whole market. Five-star hotels have Sheraton Hotel, Changan Castle Hotel, Afang Palace Hyatt Hotel, Shangri-La Jinhua Hotel. There are 10 four-star hotels including Jianguo Hotel, Bell Tower Hotel, Xi'an Hotel, Nanyang Hotel, Tanghua Hotel and Huangcheng Guesthouse. After understanding with the hotel procurement and western restaurant chefs, the average monthly sales of 10 hotels are 19.25 tons. The second category is three-star hotels. There are a total of 200 three-star hotels in Xi'an, with an average sales of 500 grams per month provided and sampled by wholesalers; the third category is coffee chain stores; Taiwan Shangping coffee chain (3 branches) Taiwan Charlotte Coffee chain (three branches) and Chengdu Laoshu Coffee chain (10 branches) have a total of 19 branches. After detailed investigation, the total sales volume is 1.08 tons per month. The chain stores all use their own brand coffee and a small amount of mocha coffee. The fourth category is coffee shops. There are a total of 300 coffee shops in Xi'an. According to the statistics of 250 coffee shops (the other 50 are not due to great changes in transfer and so on), according to the average monthly sales of 2 kg provided by suppliers and sampling, a total of 500 kg; the fifth category is Gansu, Shanxi, Zhengzhou market, Xi'an due to geographical advantages, (according to five suppliers) part of its coffee sold to Gansu, Shanxi, Zhengzhou and other places. As above statistics: Xi'an coffee sales of 5.08t / month; should be divided into: four and five-star hotels: 1.925 tons, chain stores: 1.08tons, three-star hotels: 150kg, coffee shops: 500kg, a total of 3.65tons, Gansu and Shanxi markets: 1.43tons, the total amount of the whole year is about 60 tons.

1.3 conclusion

Combining the surveys of the three markets, the following conclusions are drawn:

1, the market brand is mixed, the taste and name are blindly imitating the western brand, and there is no characteristic (that is, there is no Chinese brand with national character)

2. A wide range of consumer groups, especially high-income groups, which is also the basic guarantee for us to maximize profits.

3. The terminal market is clearly hierarchical and can be launched according to our different product packaging specifications.

4. At present, the existing five market operations are directly authorized dealers, and let them operate at will, there is no specific after-sales tracking and service, and the market promotion is mainly based on instant products such as Nestle, McDonnell and the royal family. Baking has always been a blank.

5. Roasted coffee has sprung up in China for only 2 years, and there is such a good market, laying a good foundation for China's accession to the WTO. According to the report of Spring City Evening News on September 15, "the domestic coffee market is heating up year by year, and the market potential is huge."

For this reason, the transformation and new breakthrough of our company's coffee industry was born. The transformation from simple raw material supply to roasted coffee as a commodity to enter the market will change the fate and future of the company's development. at the same time, the survey not only provides a solid basis for the establishment of roasted coffee project, but also lays a strong foundation for the operation of roasted coffee market.

Part II

Frame structure

The operation of this project is not a simple thinking of traditional Chinese doing business, selling from the east to the west and buying from the west, but a marketing concept with modern significance. It should be a scientific systematic project. The actual operation in the future is not the operation of a few people, nor is it a department or branch of the company, but the whole system is in operation. Only in this way can we avoid the losses and risks caused by unforeseeable objective factors due to changes in various events in the process of market operation. Therefore, we must control it as a whole, do not ignore any detail, and strive to improve every detail.

Of course, how do we control as a whole, how to find the details of each operation, so as to make it perfect in planning. That is to list the chart, chart analysis can make us have a clear train of thought, and can find the principal contradiction and secondary contradiction from it.

2.1 Raw materials form commodity-to-market structure

From figure 1, we can see clearly that turning the raw materials (products) provided by planting into commodities and finally putting them into the target market will be affected by: product (quality of raw materials), baking technology, packaging effect, price positioning, sales policy, the combined influence of these factors, any of which is wrong in planning, will cause marketing difficulties and even extremely serious consequences. But if each factor is carefully planned, the chance of winning is at hand.

Next, I would like to give a brief description of each link in figure 1.

1. Products:

Ensure the quality of initial processing and timely delivery.

2. Sales company:

Reasonable system and appearance.

3. Roasting:

At least reach the level of domestic flow to international disturbance.

4. Packaging:

It has its own style, but it doesn't fall into the stereotype of existing packaging.

5. Commodities:

It is the result of the combination of roasting and packaging, and our position is to provide the market with excellent packaging and high-quality goods.

6. Price positioning:

With reference to the prices of similar products in the current market, it is positioned on the upper middle side.

7. Sales policy:

It includes our business strategy, organizational structure, incentive methods, restraint mechanism and performance assessment.

8. Advertising:

Mainly includes media advertising, outdoor advertising, publicity and promotion, government support.

9. Target market:

Determine the operating market, identify consumer groups, enter the target terminal, and grasp the competitive brand.

2.2 organizational structure of the sales company

What is scientific management? How can we achieve scientific management? I think it mainly depends on the rationality of the organizational structure within the company. Reasonable setting, clear division of labor and mutual coordination are the core of smooth internal management, and the establishment and improvement of internal management system is the key to ensure the smooth and successful operation of the market.

Organizational structure of the sales company (see figure)

1. Sales Department

The sales department is the main body of the whole sales company, and its departmental responsibilities are:

B, find and develop dealers in accordance with the company's policy.

C, independently and assist dealers to complete the end market delivery or operation and maintenance.

D, establish a sound and smooth sales network, customer information.

E, assist the planning department to complete the promotion and sales pull of the terminal market. Complete the sales volume of each target market according to the regulations of the company.

F, complete the recovery of the payment according to the financial system.

2. Planning Department:

The establishment of a planning department outside the sales department is a new concept of modern marketing and the key to ensuring that our products can finally occupy the market and win the final recognition of consumers. The responsibilities of its department are:

B, according to the company's advertising planning, planned and purposeful arrangement of advertising and promotional activities in each target market and terminal market.

C. Make promotional products that represent the company's commodity image for consumer groups and different target markets.

E, do a good job in the follow-up survey of the market, timely adjust the form of goods and consumer image.

F, assist sales to complete the sales volume, which is the key for the company to evaluate the performance of the planning department.

3. Office:

Be responsible for the daily affairs of the company.

B, establish and improve the personnel management system.

C, sort out all kinds of documents and file them.

D, coordinate the relationship between various departments and do a good job in logistics support.

4. Finance Department:

Abide by and implement the financial system of the head office, be responsible for the accounting and normal financial work of the branch.

2.3 Commodity structure

How to turn a product into a commodity and how to turn it into a rich and colorful series of goods is an extremely critical issue.

The picture above is a flow chart to turn the product (raw material) into a rich and colorful series of goods with specifications (beans, flour). It can be clearly seen from the picture that in order to form a commodity that we are satisfied with, the quality of the product (raw material), baking technology, packaging, specification and name are indispensable. A complete commodity is the result of the joint action of these five factors. As long as there is a defect in one of the factors, it will lead to the defect of our goods. What will be the consequences if a defective product is put on the market? Therefore, we are perfect because of careful planning of the five elements that form the goods. The specifications in the above figure are now described, which will be described in detail in the next chapter.

Specification: (first thought, subject to final decision)

1. Coffee powder:

A, 250 grams in boxes, suitable for home consumption and small coffee bars.

B, 250 grams in small bags, and easy to pack for home consumption.

C, 500 grams in boxes, suitable for medium-sized coffee bars and home consumption.

D, 1000 grams simple package, practical and large and medium-sized coffee bar.

E, 5000 grams simple package, practical for large coffee bars, star hotels and food industry.

F, 50g strip package, mainly used for promotion and gift giving.

The so-called simple packing mainly takes the paper bag as the outer packing.

2. Coffee beans:

A, 250 grams in boxes, suitable for home consumption and small coffee bars.

B, 500g box, practical medium-sized coffee bar and home consumption.

C, 1000 grams simple package, practical for large and medium-sized coffee bars and star hotels. This is our preliminary packing specification.

The third part

Problems in the establishment of a project

3.1 determine the nature of the company

The uncertain nature of the first to bear the brunt will certainly lead to uncertain structure and unclear management. it will also affect the lack of implementation of product names, packaging and bar codes, the lack of industrial and commercial registration protection of intellectual property rights, and the smooth development of other work. Is it to set up a new sales company or to set up a sales department (or sales company) of a planting company? In general, nature comes first.

3.2 Human resources

Reasonable talent collocation and placement is the key to efficient and smooth operation, in the early demonstration and messy work will be finished, that is, the adjustment of personnel and the introduction of talents will be faced with problems to be solved.

3.3 roasting technology

Roasting technology is now the most thorny and urgent problem for us.

We looked up this content on the Internet half a year ago. At present, the main ones with more advanced roasting technology in China are:

Guangdong Jierong Coffee Factory

Yunnan Coffee Factory (under the General Administration of Land Reclamation)

When attending the "International Coffee Seminar" in Kuala Lumpur, we can come to the conclusion that it is very difficult to obtain complete coffee roasting technology from foreign coffee manufacturers, so I think the solution of our roasting technology is to be based at home and in the province. The specific ideas are:

1. Actively seek the technical cooperation of Yunnan coffee factory, and strive to make its technologically mature and experienced roasters become our roasters, which is the best result.

2. If there is no support and cooperation in the Yunnan coffee factory, it is best to hire one or two people who know some roasting skills, let them become our personnel, gradually train our roasters, and even send people to study abroad at work, in order to solve all kinds of problems brought about by technology.

3.4 Product positioning

Our products are positioned at high level. Medium? Low? This is a very important part.

Different positioning has different consumer groups, but also has its own market, according to the quality of the product, packaging and profit maximization to determine the location of the product.

3.5 name of the commodity

According to the requirements of the company (to be a national brand with distinctive oriental characteristics), we can choose a more powerful planning company to solve this problem.

3.6 Company support

From the perspective of management, project managers must have autonomy in the business process (no doubt). From the perspective of project management, we are a new brand, and the market competition is so fierce that it is necessary to get the main support and understanding of the head office.

3.7 identify target markets and consumer groups

In the survey of Beijing, Shanghai, Xi'an, it is concluded that the main stores in the terminal (star hotels, chain stores, western restaurants, supermarkets) and other consumer groups of high-paid white-collar workers, fashion youth, enterprise employees and so on. From the perspective of the national market, the main consumer areas are mainly coastal and developed cities. We believe that emphasis should be placed on the promotion of developed cities with high consumption, because these areas have a strong awareness of coffee consumption, developed economy and tourism, have a wide impact on coffee consumption, and cooperate with the overall planning and publicity to start with the end market and quickly spread out the market. what brings to consumers is a strong impact and brand image to improve product awareness, and gradually develop to the surrounding areas.

3.8 expense

How to spend on the cost of coffee operation?

3.9 Packaging

A good packaging directly determines whether a product can enter a certain market, but also affects the image of a company.

The idea of packaging should be from the packaging can directly feel that the raw materials of our products are pure, high altitude, green environmental protection, with national characteristics, and start with the integration of western culture, and the overall idea should be solved in cooperation with the planning company.

3.10 Corporate Image recognition

Corporate image recognition is of far-reaching significance. From the perspective of advertising, corporate image recognition should be simple and positive, and be able to incorporate product characteristics and corporate image into it.

In short, the above ten points are some of the problems to be encountered and solved in the preliminary work.

Part IV

Marketing Planning

In order to ensure the smooth progress and accurate positioning of roasted coffee products, it is imperative to formulate a strong planning plan and feasibility plan, combined with pre-market research and market situation, starting with domestic market analysis and re-evaluation.

4.1 domestic market analysis

4.1.1 factors affecting the market:

(1) consumption power

Coffee consumption is positively correlated with per capita GDP and per capita national income. According to the statistics of a well-known international research company, the per capita GDP has reached 4000 US dollars, which is the mature period of coffee consumption. Shanghai, Shenzhen, Guangzhou, Suzhou, Dalian and other cities in China have reached or approached this target.

(2) internationalization

Coffee is not only the largest beverage in the world, but also a global consumer product. With the acceleration of China's internationalization process, coffee as an indispensable way of international consumption and cultural exchange tools, its consumption is bound to accelerate the upward trend.

(3) Cultural factors

With the influx of foreign culture, Chinese traditional culture is experiencing an unprecedented impact. As a way of coffee consumption with profound cultural connotations, it is bound to be accepted by more and more people with foreign culture.

(4) consumption habits

Most Chinese people are used to drinking tea, which is related to culture and tradition, and is a major factor restricting domestic coffee consumption. However, consumption habits are not absolutely unchanged. Places such as Japan, South Korea and Taiwan, which used to have a tradition of drinking tea, are now either big coffee consumers or coffee consumption booms, indicating that consumption habits can be changed.

(5) cultivation and guidance of the market.

Due to the lack of strength, domestic manufacturers seldom invest in advertising, coupled with less coffee production, the government does not attach importance to cultivating the market, and most consumers lack knowledge of coffee. Due to the lack of cultivation and guidance, consumers lack enthusiasm for consumption. Coupled with the lack of coffee making utensils, coffee consumption has great limitations.

4.1.2 Market opportunity points

(1) the Chinese market has great potential.

In particular, it is expected to form a consumption boom during the 2008-2010 Olympic Games and the Shanghai World Expo. It is reported that countries such as the International Coffee Organization and Brazil will invest heavily in cultivating China's coffee consumption market in the near future, changing Chinese hot drinks from tea to coffee under a strong propaganda campaign.

(2) the consumption structure of coffee has changed.

With the global return to nature, the return to tradition and the trend of environmental protection are accepted by more and more people, the consumption pattern of coffee is also quietly changing. The market share of instant coffee represented by fast food culture has changed from stagnant to declining gradually, while the market share of roasted coffee based on traditional culture is gradually increasing. Europe sells far more roasted coffee than instant coffee, and the United States is also close to one-to-one. What is interesting is that even McDonald's and KFC, the representatives of fast food culture, have changed their practice of selling only instant coffee at the terminal to only roasted coffee in recent years. In the past, the situation of home consumption, office and a large number of retail terminals of instant coffee in China has changed, and more and more people are willing to spend in cafes. This trend has brought huge business opportunities to domestic roasted coffee manufacturers.

(3) there is no strong brand of roasted coffee in China.

According to the research of our company, there are hundreds of brands sold in the domestic market at present. The larger ones are Golden Milan, Flower God, Jie Rong, Miao, Le Man Home, Ruigler, Starbucks, Shangdao and so on. Except for a few people in the industry who know a thing or two, consumers basically do not know the above brands.

(4) there are no large-scale and strong baking manufacturers.

In China, except Yunnan Coffee Factory, there is no roasting plant with an annual production capacity of more than 1000T, and there is no roasting manufacturer with a market share of more than 5%.

(5) Technical and policy barriers have not yet been formed.

At present, there is no national standard for coffee products in China. Whether people in the industry or consumers, it is difficult to distinguish the quality of coffee. As people pay more and more attention to food safety, agricultural residues, environmental protection and health, both government regulatory departments and consumers will strengthen and pay attention to the regulation of the coffee market. Small-scale workshop-style small-scale roasting manufacturers will face technical and policy barriers and it will be difficult to survive.

(6) the price of coffee and raw beans in the global market is low in recent years.

The raw coffee beans in Yunnan have been hovering around 6-8 yuan per kilogram. While the terminal retail price of roasted coffee has not declined, roasting factories in the province can use lower prices to obtain high-quality raw beans, which has an advantage in cost.

4.1.3 problem points

(1) the market has not yet started on a large scale, and consumers need guidance. According to the statistical data, in 2003, the output of coffee was about 17000T, the export was 13860T, and the import was 14012T. The sales volume of domestic coffee is less than 20,000 tons, which is only 30% of that of Japan. The overall market is on the small side. Consumers' hot drink habits are mainly tea, and the way of coffee consumption needs to be promoted and guided.

(2) the indirect consumption mode, which is mainly based on coffee shops, makes it difficult for consumers to get in touch with roasted coffee brands, and most of them do not care much about brands, which forms obstacles for roasting manufacturers to cultivate brands.

(3) many people in the industry and the vast majority of consumers do not master the method of distinguishing the quality of coffee, coupled with the fact that the regulatory authorities have not yet issued relevant technical standards for the coffee market, resulting in mixed eyes and disorderly competition in the market. Low-price competition has become the main means of marketing. The market is chaotic.

4.2 Marketing strategy

1. Make full use of the scale advantage of Yunnan coffee factory, take restructuring as an opportunity, carry out industrial integration and packaging, enhance capital and marketing ability, form core competitiveness, and seize the opportunity to quickly become an industry leader.

2. Strive to expand raw bean trade and processing export channels, increase capital investment and form large-scale operation. We should first become bigger and stronger in raw bean trade and processing export, and strive to become China's largest coffee trade and exporter in the past two years.

3. Implement brand marketing strategy and open up the domestic market. The domestic market is the foundation of our long-term foothold in the coffee industry, and it is also a matter of life and death that we must pass. First of all, it is necessary to carry out systematic brand planning, and adopt flexible and effective communication and promotion strategies through multiple channels based on the three core strategies of product positioning, international brand image (hump coffee) and output coffee technical standards of alpine coffee originating in Yunnan. let consumers understand and understand the brand. The second is to plan and implement the marketing mix (4PS, 4C, etc.) strategy in line with the market law, and gradually form a distribution network and channels covering more than medium-sized cities across the country. Highlight the dealers and indirect terminals to provide professional, standardized and supporting services, the first to become a brand in the industry. Then seize the two opportunities of the 2008 and 2010 "Olympic Games" and "World Expo" to strengthen advertising and public relations communication, greatly enhance brand image and form a public brand. It has become the first national brand of coffee in China with the highest market share.

4. Strive to become a listed company, further enhance the company's strength from the two aspects of capital and brand effect, form a corporate governance organization in line with international standards, expand the operation scale and industrial extension, and make the company stronger and bigger.

4.3 Marketing objectives:

1. Goal:

1) completely occupy the main target market and secondary target market within 3 years, and form a certain brand advantage.

2) become a well-known brand in the industry within 5 years.

3) complete the building of China's first national brand in 6-8 years.

2. The choice of target market:

1) first enter the target market dominated by Shanghai.

2) enter the secondary target market first.

3) the main target market and the secondary target market enter at the same time.

I personally think that the first way to work is to enter the main target market dominated by Shanghai.

3. The order of entering the main target market:

1) first enter the Shanghai market after 2 months of operation. Then enter Beijing, Beijing market action 1 Mel 2 months later and then enter Guangzhou, with the second method to enter the four main target markets.

2) enter four main target markets at the same time.

3) first enter the Shanghai market, regardless of the length of time, when the Shanghai market is stable and then enter the next major target market, according to this method to enter the four main target markets.

Personally, I think choose the first) way.

4. The choice of target customers:

1) enter each major target market and enter the market operation and management by the co-existence of contracted general distributors and offices.

2) during the product introduction period, the market targets are mainly A, B and C customers, and other target customers can consider giving up temporarily.

3) Food industry customers (large): take the company as the lead to find relationships for public relations.

4.4 Marketing tactics (Marketing mix) We are considering a combination of six marketing elements.

The details are as follows:

1. Product positioning:

1) according to the primary processing standards and roasting requirements of the current base, formulate a set of strict and standardized initial processing procedures to ensure the quality of raw beans.

2) through the ability of Yunnan coffee factory, analyze and compare the characteristics of deep-fried, medium-fried and light-fried coffee products in the domestic small market. Determine and master the formula through testing, and understand the processing technology to ensure the roasting quality.

Through the above control, we have the ability to produce the best quality products of homogenous products in China (boutique gift boxes need to be analyzed and considered). The inherent quality of the product is a starting point of high quality.

2. Product brand and packaging:

1) separate the brand name from the product name (the company name can be the same as the brand name or different).

2) the product naming and packaging are the combination of local and westernization.

3. Product line

1) there are three kinds of flavors: deep-fried, medium-fried and light-fried.

2) each flavor is divided into beans and stir-fried.

3) the packing specification of beans is 454 grams or 1 pound.

4) the packing specification of the powder is 227 grams or 0.5 pounds.

5) produce a boutique gift box.

4. The product is insurable:

1) the product guarantee of exemption from the provincial bureau of technical supervision.

2) Product guarantee recommended (trusted) by consumers of provincial and municipal industrial and commercial bureaus.

3) obtain a guarantee for green food, pollution-free food and organic food.

There are many forms of guarantee, but it is easier for us to do the above three guarantees. Among the above guarantees, I personally think that two guarantees are sufficient and should not be too much.

? Cost:

1. The delivery price of raw beans to Kunming is XX yuan / kg.

2. According to the initial processing quotation of Yunnan Coffee Factory, the roasting processing fee, packaging, one-way valve and other consumables add up to XX yuan / kg.

So our baking cost is X+X=XX yuan, plus some indirect unforeseen costs, we temporarily calculate according to X yuan / kg.

? Pricing:

Considering the current price of roasted coffee in China and the taste of our products. We tentatively decide to X/kg. The price is the price of the first-tier dealer in the target market.

1. The supply price of B and C stores is X yuan / kg, and the dealer gets 30% profit.

2. The supply price of category A store is X yuan / kg, in which the discount of X yuan / kg to procurement and related parties shall be borne by the contracted distributor.

3. Secondary distribution: the primary distributor gives the secondary distribution at the price of X yuan / kg, and the secondary distributor supplies to all kinds of stores in full accordance with the above provisions.

4. If there is a retail situation at the wholesaler, the sales price shall not be less than X yuan / kg.

? Discount:

The gross profit of our company is X yuan / kg, each wholesaler should complete an annual sales base according to the market situation and over-fulfill our rebate according to X yuan / kg. If we fail to complete the specified amount, there will be no discount and rebate.

? Distribution channels:

In principle, only one special general distributor is selected for each target city. But you can also choose two:

That is: 1. Be in charge of a class A store.

2. Responsible for all terminals and second-level wholesale stores other than Class A stores.

The choice of one or two depends on market conditions and requirements.

Requirements: 1, have a certain economic strength, terminal network capacity and distribution capacity.

2. Carry out the minimum purchase quantity according to the stipulation and implement the settlement method of cash spot.

? Distribution channels:

On the premise of completing the total distribution, each target market actively develops and sets up different secondary wholesalers to expand the channel width as far as possible according to the market situation. The prices of secondary wholesalers strictly comply with the prices specified in the pricing.

? Terminal channels:

For the standard terminal channel, the office should assist the dealer to complete the terminal delivery rate of no less than 70% within 3 months. If other channels need to be opened up in the special market, other arrangements will be made.

? Media advertising:

The principle is not to adopt media advertising means such as television, radio, newspapers, etc. However, we do not rule out the possibility of sponsoring some TV programs to promote the products at an appropriate time.

? Publicity:

It is mainly promoted by brochures, product folding, POP posting and promotional gifts. No matter A, B, C stores must have POP, every counter in every store must have a promotional fold, and each terminal must have at least one or two brochures.

? Display:

As long as it is a place where we operate our coffee, there must be a display of our products. Now the main way is through the advertising design of exquisite and simple bar display shelves for product display, and regularly inspected by special personnel.

? Pull:

In addition to the above publicity and display, I am initially considering the following tasks at the terminal:

1. Choose better Class A stores and Class B stores to send full-time promoters into the store for face-to-face communication and shopping guidance with consumers, and give gifts.

2. Choose the best 3 shops, and do some special activities on weekends (such as lottery, etc., and rotate them).

The purpose of the above two ways: through our own direct communication with consumers, to achieve a point instead of the market pull.

3. Some free coupons are given directly and indirectly, mainly to high-level white-collar workers, businessmen and even government officials.

4. Promote our coffee brand and concept by sponsoring some TV programs. The aim is to expand the publicity.

Of course, there are many ways to promote sales, and in the market operation, we have to update our promotion methods and contents according to different market characteristics and different stages.

? Push:

The listing of new products must pay attention to the power of channel promotion.

1. Distributor

A. strictly implement the discounts already set and encourage them to work hard for the year-end discounts.

B, always pay attention to the general distribution of reasonable inventory, because if there is inventory, he must find a way to sell.

C, the office must be responsible, increase the distribution of goods, quickly reduce the dealer inventory, so that it is full of confidence in the panorama.

D, everything is that dealers form a good cooperative relationship through sincerity, making them change from passive sales to active sales.

2. Terminal

A, the important terminal must have a special person responsible for establishing a good customer relationship.

B, reasonable gift giving, from the boss, procurement and supply to waiters and consumers (mainly refers to the terminal that does not do pull promotion).

? Gifts:

Custom-made three kinds of gifts with company image.

A, the same gift of about 50 yuan is mainly given to the owner and collected.

B, the same gift of about 20 yuan is mainly given to the terminal attendant.

C. Gifts of no more than 1 yuan each are mainly given to consumers who drink our products.

In addition, choose a batch of coffee utensils with the image of the company, which can also be sold when selling coffee and can also be used as a counter-gift in special circumstances.

? The manufacture of the event:

In a certain period of time, to create some influential events is a necessary means to rapidly expand product awareness and awareness. For example: in a certain period of time through a very small price, through reporters to publish some of our news in the newspaper, in order to attract the attention of peers, and so on, to carry out hype that is beneficial to us. In the operation, we should pay attention to and grasp the opportunity and mode of event creation at any time.

? Reward:

A, the staff of the market offices woven by the company have no guaranteed wages. According to the level of consumption in each market, they will be given a monthly living allowance of the lowest standard of living, and housing will be provided by the company.

B. monthly commission, quarterly commission and year-end commission shall be implemented to the staff of the office according to the assessment indicators and completion. The percentage of commission shall be determined after cost accounting.

Note: no sales assessment shall be made in the first two months of market operation. After the office completes the prescribed delivery rate, the company will issue the corresponding monthly prize. If you can't finish it, you will deduct it according to proportion. Sales assessment will be carried out three months later.

? Punishment:

A, each market office implements the last elimination system, that is, the salesman is in the last place in the office performance for three months in a row, and is resolutely eliminated.

B. if the office fails to meet its target responsibilities for two consecutive quarters, the office director shall be dismissed or demoted, and the company reserves the right to dismiss him.

6p "Industry Standard"

In a market where there is no industry leader, if you want to be a leader, you have to specify the rules and standards of the industry. We have initially drawn up the following points:

1. The planting requirements (technology) of coffee.

2. Requirements and standards for the primary processing of coffee beans.

3. Standard for deep processing and packaging of roasted coffee.

4. Requirements and standards for making coffee.

These contents must be specified according to high standards and incorporated into the brochures of coffee companies for marketing.

4.5 Market segmentation and target consumer group positioning

4.5.1 Target Market

● main market coastal big city, central and western central city

● important market big cities, coastal medium-sized cities and tourist cities

Cities above medium size in ● secondary market

4.5.2 Target Terminal

● indirectly consumes more than three stars of hotels and cafes

● special channel gift direct sales office coffee chain, western food chain civil aviation and other foreign agents of food industry manufacturers online transactions, mail order, telephone direct sales

● direct consumption supermarket specialty store gift shop

4.5.3 Target Consumer Group

● young people aged 18-35 (focus on nurturing potential consumers-urban children)

Urban white-collar workers with a monthly income of more than 2000 yuan in ●

Foreign business travelers from ●

● opinion leader

4.5.4 Brand Planning

● Brand name: XX Coffee

● Brand background: XXXXXXXX

● Brand interpretation: XXXXXXXX

● brand modeling: internationalization, classicality, romance

● brand image: high quality, sense of trust, affinity, health and environmental protection

● Brand Culture: coffee Culture

● Brand Promotion and Communication: public Relations events Media portfolio Advertising Public Service activities

4.5.5 Product Strategy

● product locates alpine coffee, originating from Yunnan alpine coffee above 1300 meters above sea level.

The structural packaging of ● products is produced in Gaoli, Nujiang Grand Canyon, the World Natural Heritage site "three parallel Rivers" region.

Gongshan Mountain is a mountain with an elevation of more than 1300 meters above sea level-- highlighting pure nature and green environmental protection.

Special geographical and climatic environment-- highlight high quality and special fruit flavor

Traditional artificial, organic planting and wet processing-- highlighting health and safety

Italian baking technology and imported equipment-highlight internationalization, fashion and fashion

International Standard Packaging-- highlighting internationalization and Safety

● product line

Main products

A, raw bean classification: boutique gift box series, iron can series, composite film series-bean / powder integrated series

B, roasted beans (flour)

Extended product

A, coffee utensils B, coffee seasoning

C, coffee drinks D, coffee chain stores

● product taste single product-super alpine coffee

Italian concentration

Carbon burning

Mocha

American style

● product quality

Positioning: high quality

Certification: organic food certification-Hump Coffee Manor

Food safety certification-- roasting factory

IS09002 certification-roasting factory

Quality standards: form a set of enterprise standards representing national standards, including planting, primary processing, deep processing, and output standards

4.5.6 Price strategy

Positioning: high quality-medium and high price

Price system: ex-factory price (wholesale price of first-tier dealers)

Indirect terminal retail price

Direct terminal retail price

Selling price of Tetong terminal

Price list: published regularly (timely adjusted according to the fluctuation of raw materials, cost and market)

Price is a crucial factor in the listing of products. The project department will make a survey on the prices of various channels in the near future, and finally determine our price after understanding.

4.5.7 Channel Strategy

1. Choose different channels and channels according to different product categories and target terminals.

Basic path mode

Market research and planning of regional center offices

Serve dealers and implement "third-rate" supervision

Terminal promotion and promotion

Total distribution in manufacturer's area-indirect consumption by secondary dealers

Direct consumption

Special pass

Auxiliary channel (direct supply terminal) special channel

Internet, mail order, telephone direct marketing

Regional total distribution model

Logistics system: manufacturer's regional total distribution, secondary distribution, all kinds of terminals.

Capital flow: manufacturer's regional total distribution, secondary distribution, all kinds of terminals.

Regional offices (fees)

Information flow: regional offices

Regional total distribution second-level distribution terminal

2. The choice of dealers is the key to the formation of a strong distribution network, and whether the dealers and manufacturers and offices can maintain good cooperation and credit relationship is the key to the success or failure of the channel strategy.

1 "selection criteria for resellers:

First-tier dealer (regional general distribution): comprehensive marketing ability (marketing planning and organization)

Capital strength

Channel strength

Honesty and credibility

Public relations ability

Secondary Distributor: Channel strength

Capital strength

The marketing management strength of the target terminal

Logistics distribution capability

Honesty and credibility

Customer relationship

2 "the functions of dealers: 1. Marketing planning, organization and implementation."

2. Invest funds and organize the supply, storage, transportation and diversion of products

3. Guide, help and coordinate lower-level dealers to make the products reach the target terminal smoothly.

4. Transfer and feedback information (manufacturer, secondary distributor)

5. Service for terminal output

3 "functions of the office: 1, market research and regional marketing planning

2. Assist the distributor to organize and implement the marketing plan approved by the manufacturer, and provide services for the dealer.

3. Supervise the logistics and capital flow of manufacturers and dealers, and supervise the export of services from dealers to terminals.

4. Organize public relations, media, advertising, promotion and marketing activities

5. Feedback information to manufacturers.

6. Establish terminal files and maintain terminal customer relationship.

4 "Dealers' profit points: 1. Up to 60% of the difference between purchase and sales and the year-end rebate of linked sales."

2. manufacturers' strong brand marketing and high-quality products

3. Professional services and sustainable, long-term and stable operation of manufacturers

4. Product quality and return (exchange) guarantee

5. Consider buying (selling) the right of regional distribution to form a community of interests.

5 "Core strategy: a long-term and stable interest community with high return on the basis of integrity and strength."

6 "Auxiliary channel: the auxiliary channel basically adopts the manufacturer's direct supply terminal."

1. Special channel: the sales of raw materials, commissioned processing and some gifts for the bulk food industry are directly supplied by manufacturers.

2. online transactions, mail order and telephone direct sales, directly supplied by the manufacturer to the terminal

VIII. Communication and promotion strategies

1. Green, environmentally friendly, produced in the pure mountains of Yunnan.

Use the concepts of "three parallel rivers", "Gaoligong Mountain", "Nujiang Grand Canyon", "1300 meters above sea level" and so on.

2. Healthy and safe organic food.

Using the concepts of "traditional labor", "international organic food standard" and "wet processing"

3. Professional and international.

Using the concepts of "Italian baking technology", "full set of imported equipment", "professional dispenser" and so on.

4. Fashion and fashion.

Using flavor concepts and brand modeling such as "ESPOSS", "carbon burning", "mocha" and "super high mountain"

4.5.8 Communication and promotion strategy

1. Core demand (product sales proposition)-Alpine Coffee

The following supporting points are formed around the product positioning of "Alpine Coffee" for structural packaging of the products.

2. Proposition of product culture

Learn to enjoy suffering

Through the interpretation of bitterness, people are induced to enjoy the bitterness in coffee through cultural consciousness.

3. Communication and promotion strategy

1. Plan focus events, arouse media attention and hype, produce the effect of voice preemption, and improve brand awareness.

2. make use of large-scale lectures and training sessions, focusing on the dissemination of coffee professional knowledge for dealers, terminal owners, waiters and salesmen, and export product enterprise standards (replacing industry and national standards). Establish a professional and authoritative image in the industry, and enhance the industry's sense of trust in products.

3. Brand and product brochures, POP, watermark covers, product packaging display and VI identifiers are supplied directly to the terminal to expose consumers to brands and products.

4. Guide and help terminal owners to make store layout, prepare pure designs and varieties, provide standardized and professional services, create an environmental atmosphere suitable for coffee consumption, and stimulate consumption.

5. Train terminal waiters and salespeople in promotion skills and implement special incentives (including purchasers) to strengthen terminal promotion ability.

6. supporting terminals for small gifts, modulation appliances and ingredients, and selectively set up monopoly cabinets (for consumers) to teach consumers the production method.

7. Plan public relations activities according to leaders' opinions, and strengthen word-of-mouth communication and demonstration effects, such as gifts, public welfare activities, etc.

8. to participate in various professional coffee exhibitions and organizations for public relations and communication.

9. Selectively advertise the products and constantly prompt the brand. Increase advertising efforts between 2008 and 2010.

10. Selectively promote terminal activities

IX. Marketing Organization Management and Human Resources guarantee

4.5.9 Marketing organization management and human resources guarantee

1. Design principles of marketing organization and management system.

1. Flat, simple and efficient organizational structure

2. Customer-centered logistics, information flow, capital flow and service flow system

3. Clear division of labor and clear responsibilities and powers

4. The upper and lower processes are the supervision and restriction system of customer relationship.

5. Profit-centered target management system

2. Management mode

Target management, limitation assessment

Implement the year-end report system, an annual summary and next year's work plan report and a resignation report, the supervisor only approved one of the reports

3. Basic incentive and distribution system

Based on performance, the economic distribution system of basic salary + insurance + commission or reward + option is combined with the incentive system of training, promotion, vacation, commendation, retirement and so on.

4. Human resources guarantee

1. Recruit talents from all over the country on the basis of integrating internal human resources.

2. Accelerate the construction of enterprise culture, form a strong spiritual consciousness system, and establish a learning organization.

3. To achieve the regularization, institutionalization, full staff, specialization and large-scale training of business talents.

4. implement a special and flexible policy for the recruitment of comprehensive high-quality and professional and technical personnel.

4.6 concluding remarks

"three points of planning, seven points of implementation". The market is dynamic, and so should planning. The key to the success or failure of marketing lies in the ability of execution, which is formed in many aspects, including the system and mechanism, the quality of leaders and the comprehensive ability of operators, as well as organizational management and cultural awareness. Therefore, the success of marketing is based on the improvement of the overall quality of enterprises and the ability of market competition. In the final analysis, it is a human problem. Whether we can cultivate and establish a well-trained, good and loyal marketing team is the basic premise of whether the project planning can be realized.

The fifth part

Report analysis and summary

5.1 General overview of the coffee market

With the common progress and improvement of the times and society, a large number of foreign capital has poured into China after China's accession to the WTO, followed by the follow-up of western culture, people began to understand and consume coffee, the change of concept, the pursuit of fashion and the improvement of consumption, which laid the foundation for the future coffee market. for hundreds of years, the drinking habit of coffee not only spread from the west to the east, but even became an unstoppable popular trend.

For this reason, the rise of the coffee industry has gradually turned the traditional tea culture of thousands of years of ancient civilization to coffee culture, but this process still takes a long time, which provides effective economic resources for the coffee industry. It also provides convenient conditions for our advantage in the coffee industry.

At present, the coffee market is extremely transitional and chaotic. According to the survey market, there is no corresponding strong brand, no product quality standard, and no after-sales service. In its chaotic market, the product taste is confused with the brand, there is no unified sales standard model, and there is no unified consumer guidance, which leads to such a mess in the current market. How big is the coffee market in China? What is the impact of China's entry into WTO on China's coffee industry? This will be a common topic that can not be ignored in every coffee industry and the enterprises that will invest in the coffee industry. To this end, I have read a large number of relevant materials and online surveys, and it can be concluded that the development of coffee cultivation and consumption in China in recent years has attracted worldwide attention. Since 1995, the planting area of coffee in China has reached more than 90,000 mu. With the further opening up of China, Nestle, Maxwell and other international coffee companies have set up branches or factories in China. Coffee brands have sprung up in Beijing, Shanghai, Guangzhou and other big cities, as well as our own coffee brands. The charm of culture is the charm of the market. Now the world has a considerable number of choices of coffee, accompany themselves to spend a lot of comfortable time, coffee enriches people's lives, some people think that McDonald's, KFC and other foreign fast food can quickly occupy the market, in addition to its successful business model, in addition to its unique cultural accumulation, the vast majority of consumers are inseparable to foreign culture. However, coffee in Chinese mainland is still far away from real drinking. Compared with the long and mellow tea culture, coffee is still a new thing in China, but with such a rapid change of times, the competition between tea and coffee will become fierce sooner or later.

According to the agreement reached after China's accession to the WTO, the Chinese government will gradually open up the domestic service industry, allow foreign-funded enterprises to enter the wholesale and retail sectors, and give non-discriminatory national treatment to the investment activities of foreign enterprises in China, which will encourage more foreign enterprises to invest in China, further expand the scale of operation, and increase the number of foreign enterprises. It can bring capital, technology, management methods and new business ideas, impact the backward management system and management methods, which plays a positive role in improving the overall mechanism of China's coffee industry. But on the other hand, it will also intensify competition in the domestic market, and those coffee companies that do not have the strength are likely to be defeated. It is said that Starbucks plans to set up no less than 40 coffee chains in Beijing and Tianjin within five years. Some new foreign companies have investigated China's coffee market and are ready to participate in the competition in China's coffee industry like Nestle and Starbucks. At present, China's coffee processing Most of the circulation industries are small in scale, and the level of technical management is difficult to compete with large foreign companies, which will be a great threat to domestic coffee enterprises. With the reduction of tariffs after entry into the GATT, the cost of coffee import will also drop, domestic consumers will be able to enjoy more and cheaper foreign coffee products, and the raw material import costs of domestic coffee enterprises will also be reduced. if domestic enterprises can change the situation correctly, it will be a good opportunity for investment and operation. From the above, it is not difficult to see the current position of the coffee market in China. If our company creates our strong brand in a short period of time, it will have a profound impact on the development of our company in the future.

5.2 establish a coffee marketing process

Corporate philosophy, corporate culture → external environment analysis → competition analysis → customer analysis → own situation analysis → positioning → target → marketing strategy → marketing control.

1. To establish and improve the corporate concept, corporate culture is not only a tentative idea to show all employees and the public that the business objectives and objectives of the enterprise, but also the embodiment of corporate value.

two。 Its core is the analysis of the external environment, we live in a rapidly changing era, yesterday's effective methods can not guarantee future success, changes in the external environment not only bring risks, but also provide great opportunities. Numerous facts show that changes in the external environment have an absolute impact on the success of the enterprise.

3. Marketing means to concentrate on the weak points, so it is necessary to have a comprehensive understanding of the strengths and weaknesses of competitors. Only with competitive information systems can our enterprises have the ability to defend themselves against enemies and make profits continuously.

4. Who can better than others to meet the urgent needs of the market, will be successful, customer demand is the key to success for enterprises, who can provide better problem solutions for consumers for a long time, who can really have a long-term foothold in the market, that is, after-sales service.

5. In order to formulate a successful marketing strategy, our enterprise's strengths can only be in line with the existing market conditions to promote us to the right track, therefore, our own situation can not be ignored.

6. The positioning of the enterprise itself contains the overall mechanism of the enterprise, that is, the positioning of products, the positioning of corporate image, the positioning of strong brands, and the actual system is to form the overall ability of the enterprise in the market.

7. Work and achievements and the future all come from a certain goal, strategy and goal can not only make someone successful, but also help the enterprise to determine a long-term development direction, it is the top priority of every enterprise.

8. Marketing strategy is to establish all the advantages of an enterprise on the minimum factor of the market, mainly through the unique position of cost leadership in the market, to have a specific grasp of the position of the enterprise in the market, and on this basis, establish and improve the integration of marketing, while integrating all plans into an overall plan to draw a blueprint for the future of the enterprise.

9. Mainly determine the degree of control to control the enterprise to achieve the goal, and take the helm for the future of the enterprise.

5.3 several keys to the coffee marketing process

5.3.1 Target end market and its establishment.

At present, the vacancy of the brand in the coffee market leads to the confusion of the market, which makes each terminal market blindly sell products, so as to mislead consumers. therefore, we take advantage of this situation to build brand advantages and make use of reasonable resources. the most important thing is to occupy the market quickly. Through market research, we divide end customers into: category A market (mainly hotels above three stars), category B market (mainly medium-sized coffee bars and hotels below three stars), category C market (mainly small coffee bars, teahouses and bars), category D market (mainly home consumption), category E market (including Internet, mail order, telephone, Industry, etc.) 5 types of markets mainly establish our terminal market.

5.3.2 the key to current competitiveness and the measures taken.

At present, there are a variety of coffee products and names in the coffee market, and the quality and taste of their products are almost the same. according to the market survey, it is obvious that none of the coffee on the market can reflect the brand, and no one can guarantee the quality. no one has a formal and clear after-sales service and sales policy, and none of the many dealers can tell the difference between the quality of coffee, brand and taste. There is no correct way to guide consumers. Once our brand is listed, it will have an immeasurable impact on the sales of coffee brands in the current market, so there is no competitiveness. For the current Kunming market supplier "Golden Milan", there are many internal problems, such as the cost of sales and terminal cooperation. Is in the shortest time, the use of human resources and coffee culture itself and guide consumption, attack its unprepared to occupy the market.

5.3.3 Marketing channels

Today, with the increasingly fierce market competition, channel has become an important weight for enterprises to achieve the trend of competition and improve their negotiation ability. Because of this, more and more enterprises regard the construction and maintenance of channels as a major event.

According to the market operation process and trends, the establishment of channels mainly starts from the following aspects:

1) Direct channel (self-built network): this channel is generally difficult, and once successful, it will bring a lot of benefits to the enterprise.

2) indirect channels (selecting dealers): you can quickly enter the market and open up the market with the help of the popularity and network of dealers.

3) the two are combined into one, that is, to use their own people to manage the marketing market to grasp customers, but also to find dealers, make use of their channels, make them backlog funds, and promote the return of enterprise funds more quickly. However, these three methods must be in line with the system of the enterprise itself and the marketing process itself.

5.4 Coffee marketing model

Use the industry standard model.

In an immature industry, if you can make your enterprise standard advanced and referential, make it an industry standard as much as possible. This will put the enterprise in an extremely favorable position. The most valuable type of enterprise design is precisely the kind of enterprise design that has in fact become the standard of some kind of industry, which can bring much higher profits, high profit protection and economies of scale than other enterprises. so that the enterprise will always be at the core of the whole industry.

Companies that intervene in advance and have a leading edge are well worth considering whether there is an opportunity to create industry standards. Even if the enterprise is already the standard setter of the industry at present, it does not mean to rest easy, because the new industry standard will come soon, the enterprise should update the enterprise standard frequently, make it always slightly higher than the industry standard, in order to raise the threshold of industry standard setting.

For this reason, the coffee industry is just like this. to occupy a place in such a chaotic coffee market, we must establish industry standards to control and monopolize the coffee market.

Its industry standards include: the quality of raw materials, the quality of finished products, packaging, patents, technology and the research and development of new products.

Note: this case was completed and implemented in one year from April 2002 to May 2003. During this period, China's coastal cities, large and medium-sized cities, invested a lot of time, human, material and financial resources, fought side by side with colleagues in this department, worked hard, and finally completed it. It can be said that without their support and the support of the leaders of the board of directors, as well as the individuals and groups who have helped us, there would be no case. I would like to express my deep gratitude here. Of course, the implementation process of this case is inseparable from the strong support of other group departments, such as logistics and distribution, after-sales service, finance and other logistics support, which is not reflected in this case.

As this case involves trade secrets within the enterprise, in line with professional ethics, as well as the principle and mentality of being a man in good faith, it has been revised here, and the details of the main parts and relevant real data have been deleted. At the same time, due to the deep characteristics and culture of coffee, it is not reflected here. I hope the judges, experts and teachers will understand, criticize and guide them.

Special note: one year after the implementation of this case, I joined the company in June 2004 because of my own reasons.

reference

Books

1. Shi Yujing Marketing Product Planning Shanghai: Shanghai University of Finance and Economics Press 2000 1st Edition

two。 Mei Qinghao 21st Century New Marketing Shanghai: world Book Publishing House 2000 1st Edition

3. Nolte. By Waisman. (Germany) marketing strategy Shi Shiwei. Translated by Xia Linyin: Huaxia Publishing House, 1st Edition, 2001

4. Chen Nanjun. Healthy Food-Coffee Beijing: China Light Industry Press 2001 1st Edition

5. Wu Wenhu. 100% Coffee Guangzhou: Guangdong Tourism Publishing House 2001 1st Edition

6. Wang Yuanyong. Wang Zengming. Strong Brand Establishment and Development Beijing: industrial and Commercial Publishing House 2002 1st Edition

7. Wrinkle Shubin. Distribution Channel Management Guangzhou: Guangdong Economic Publishing House 2002 1st Edition

8. MBA core curriculum compilation group compilation. Project Manager Beijing: Kyushu Publishing House 2002 1st Edition

9. Tian Jun. Research report on China's mainstream Consumer Market Beijing: project Management Press 2003 1st Edition

10. Fu Yu's Internal Marketing reference Shenzhen: Haitian Publishing House 2003 1st Edition

11. Zhao Ding. The Story of Coffee Beijing: Seismological Press 3003 1st Edition

twelve。 Li Jian. Winner Strategy Beijing: Citic Publishing House 2003 1st Edition

13. Li regime. Weak Brand Marketing Hangzhou: Zhejiang people's Publishing House 2004 1st Edition

14. China Marketing Director Business qualification examination designated textbook editorial Committee. Principles of Marketing Beijing: electronic Industry Press 2001 1st Edition

15. China Marketing Director Business qualification examination designated textbook editorial Committee. Inter-organizational Marketing Beijing: electronic Industry Press 2001 1st Edition

16. China Marketing Director Business qualification examination designated textbook editorial Committee. Marketing Channel Management Beijing: electronic Industry Press 2001 1st Edition

17. China Marketing Director Business qualification examination designated textbook editorial Committee. Personnel Promotion Beijing: electronic Industry Press 2001 1st Edition

18. China Marketing Director Business qualification examination designated textbook editorial Committee. Strategic Marketing Beijing: electronic Industry Press 2003 1st Edition

19. China Marketing Director Business qualification examination designated textbook editorial Committee. Market Research Beijing: electronic Industry Press 2003 1st Edition

20. China Marketing Director Business qualification examination designated textbook editorial Committee. Service Marketing Management Beijing: electronic Industry Press 2002 1st Edition

21. China Marketing Director Business qualification examination designated textbook editorial Committee. Logistics and supply chain Management Beijing: electronic Industry Press 2002 1st Edition

Periodicals, magazines:

twenty-two。 Lu Taihong channel contention. Bayonet see red successful marketing supplement sales and management marketing campaign 2002 pages 5-11

23. Business Magazine editorial Department Business Business Magazine publishes the first and second volumes of the 2002 bound edition