某公司有機(jī)農(nóng)產(chǎn)品市場(chǎng)營(yíng)銷策劃案3(“有機(jī)”相關(guān)文檔)共32張

Organicfarm

（forth）Background楊琴馬寧CurrentSituationPesticideresiduesinvegetablesexceedthestandardofupto47.5%,theaverageeveryyeartoeat27kgoffertilizeryoungwhite-collarworkersandretiredclass:nutrition,appearance,freshdevelopmentplanningadvertisementyoungwhite-collarworkersandretiredclass:nutrition,appearance,freshDistinctiontechnology→TimepricingPricestrategyPricestrategyDistinctionWeonearthtodowhatLaunchedaseriesofpromotionalactivitiesPricedistinction：forpeople'shealthtoprovidepurenatural,pollution-freesecuritywell-offclass:high-grade,safety,nutrition→Customersegmentpricing

Weonearthtodowhat

產(chǎn)銷生態(tài)安全有機(jī)產(chǎn)品創(chuàng)造綠色健康美好生活Choose

life,

choose

organicUsingtheprinciplesofecology，Emphasizetheproductfromagoodecologicalenvironment;PricestrategyWeonearthtodowhatInthenumbertobestrictcontrol,requestblock,stableproduction,otheragriculturalproductsarenotsostrictrequirements;ReferenceoftheinternationalmarketEstablishgoodrelationshipwithmedia→CustomersegmentpricingCustomersbegintopayattentiontothebrand,itistheimplementationofbrandstrategy,buildformpoint→CustomersegmentpricingThepriceofagriculturalproductsofsubjectiveevaluation:demandforagriculturalproducts,thedemandpriceelasticity.PricestrategyPricestrategyCommunicationTheinputoftheagriculturalproductmarketinformationinInternet.Communicationthecharacteristicsanddifferences

DistinctionInproductionprocessofprohibitingtheuseofpesticide,chemicalfertilizer,synthetichormonesandothersubstances,anddoesnotallowtheuseofgeneengineeringtechnology;Inthelandoftheproductiontransitionrespecttohavestrictregulation;Inthenumbertobestrictcontrol,requestblock,stableproduction,otheragriculturalproductsarenotsostrictrequirements;Usingtheprinciplesofecology，Emphasizetheproductfromagoodecologicalenvironment;Theimplementationofproduct"fromthelandtothetable"fullqualitycontrolCompany李丹梁紅梅

MarketanalysisReferenceoftheinternationalmarketReferenceoftheinternationalmarketItisestimatedthatby2010,China'sorganicfoodwillmakeuptheproportionofdomesticfoodmarketisexpectedtoreach1%-1.5%TheworldorganicfoodretailsalestrendchartObjective：

toestablishtheeffectivecirculationoforganicagricultureproductionConcept:

forpeople'shealthtoprovidepurenatural,pollution-freesecurity

Companyobjectivesandphilosophy

technologymarking季靜雅張春

BrandCustomersbegintopayattentiontothebrand,itistheimplementationofbrandstrategy,buildformpointgreenfoodhealhfoodConsumersalariedconsumerclass:cheap,affordable,pollution-freeproductsyoungwhite-collarworkersandretiredclass:nutrition,appearance,freshwell-offclass:high-grade,safety,nutrition

Programofagriculturalproductpricing1.eterminethemarketdemand

Thepriceofagriculturalproductsofsubjectiveevaluation:demandforagriculturalproducts,thedemandpriceelasticity.pricePricestrategyPricediscountsPricestrategyPricedistinction：→Customersegmentpricing→Productcategoriespricing→Timepricing

CommunicationConvenienceCost

Marketingcombinationof4CanalysisConsumer

CommunicationThesalestargetpopulationmajorpublicityLaunchedaseriesofpromotionalactivitiesParticipationandsponsoredpublicwelfareactivitiestoenhancecorporateimageEstablishgoodrelationshipwithmediaadvertisementCommunicationAdvertisingprojectCommunicationdevelopment錢其君developmentplanningTheinputoftheagriculturalproductmarketinformationinInternet.ThecoordinatedmanagementindifferentdepartmentsSandardization