某公司有机农产品市场营销策划案2.ppt

Organic farm,（forth）,contents,backgroundcompanystrategydevelopment,Background,杨琴 马宁,Current Situation,Pesticide residues in vegetables exceed the standard of up to 47.5%,the average every year to eat 27 kg of fertilizer,We on earth to do what,产销生态安全有机产品,创造绿色健康美好生活,Chooselife,chooseorganic,the characteristics and differences,Distinction,In production process of prohibiting the use of pesticide,chemical fertilizer,synthetic hormones and other substances,and does not allow the use of gene engineering technology;In the land of the production transition respect to have strict regulation;In the number to be strict control,request block,stable production,other agricultural products are not so strict requirements;Using the principles of ecology，Emphasize the product from a good ecological environment;The implementation of product from the land to the table full quality control,Company,李丹 梁红梅,Market analysis,Reference of the international marketReference of the international marketIt is estimated that by 2010,Chinas organic food will make up the proportion of domestic food market is expected to reach 1%-1.5%,The world organic food retail sales trend chart,Objective：to establish the effective circulation of organic agriculture productionConcept:for peoples health to provide pure natural,pollution-free security,Company objectives and philosophy,technology,SWOT,marking,季静雅 张春,Brand,Customers begin to pay attention to the brand,it is the implementation of brand strategy,build form point,green food,healh food,Communication,Convenience,Cost,Marketing combination of 4C analysis,Consumer,Consumer,salaried consumer class:cheap,affordable,pollution-free products young white-collar workers and retired class:nutrition,appearance,freshwell-off class:high-grade,safety,nutrition,Communication,Convenience,Cost,Marketing combination of 4C analysis,Consumer,Program of agricultural product pricing1.etermine the market demand The price of agricultural products of subjective evaluation:demand for agricultural products,the demand price elasticity.,price,2.Estimates costs3.Analysis of products and prices of competitors：The product quality,level of the price,the possible reaction,substitute4.Choosing pricing methods,confirming the final price Lower limit:the product cost Upper limit:competitors,and substitute,the characteristics of their products,Price strategy,Price discounts,Price strategy,Price distinction：Customer segment pricing Product categories pricing Time pricing,Communication,Convenience,Cost,Marketing combination of 4C analysis,Consumer,Convenient services:Site/hotlineTo improve the quality of the staff as the premiseConvenient payment method：Cash on delivery and regular customer accountTo facilitate the sales channel：In the high-end crowd;pregnant women;parents of infants and young children;government;large food companiesProducts to facilitate the use of：Free nutrition consulting and promoter simple on-site trainingTo facilitate the settlement of a dispute：Customer manager regular contact and three days committed reply,convenience,Communication,Convenience,Cost,Marketing combination of 4C analysis,Consumer,Communication,The sales target population major publicityLaunched a series of promotional activitiesParticipation and sponsored public welfare activities to enhance corporate imageEstablish good relationship with media,advertisement,Communication,Advertising project,Communication,development,development planning,The input of the agricultural product market information in Internet.The coordinated management in different departmentsSandardization construction in the agricultural product market information network Training for the professional personnel with agricultural product market information network.The making of the core product,Establish the companys brand and image Organic restaurant organic cuisine processing of raw materialsMulti channel sales modelThe profit model of enterprisesThe national organic food industry,development planning,谢 谢！Thanks！,