Project Background

The company is an enterprise specializing in agricultural products and processing. Its main products include fruits, vegetables, meat, dairy products, grain and oil, etc., covering the production, processing, and sales of agricultural products. The company was established in 2000. After more than 20 years of development, it has become one of the leading companies in the domestic agricultural products and processing industry. It has multiple production bases and processing plants, its own brand and multiple distribution channels, and its products are exported to China. At home and abroad, it has been recognized and loved by consumers.

However, with the increasingly fierce competition in the agricultural products and processing industry, the company is also facing some challenges and difficulties. On the one hand, the company's brand awareness and reputation are not high enough, the brand image and connotation are not clear and prominent enough, brand loyalty and stickiness are not strong enough, and it is difficult to form brand advantages and differentiated competition. On the other hand, the marketing strategy of the enterprise is not scientific and effective enough, the market positioning and target groups are not clear and accurate enough, the product structure and price strategy are not reasonable and flexible enough, the promotion mode and channel selection are not diverse and innovative enough, and it is difficult to adapt to the changes of the market and the needs of consumers.

In order to solve these problems and enhance brand competitiveness, the company decided to conduct a comprehensive review and optimization of its brand positioning and marketing strategy, so it commissioned Shangpu Consulting to conduct professional market research and analysis.

Customer pain points

The main pain points of the enterprise are the following:

Brand awareness and reputation are not high enough, brand image and connotation are not bright and prominent enough, brand loyalty and stickiness are not strong enough, it is difficult to form brand advantage and differentiated competition.

Market positioning and target groups are not clear and accurate enough, product structure and pricing strategies are not reasonable and flexible enough, and promotion methods and channel choices are not diverse and innovative enough to adapt to market changes and consumer needs.

Industry competition is becoming increasingly fierce, homogenization is serious, competitors continue to emerge, consumer choice and switching costs are low, market share and profit margins are compressed.

The industry environment is becoming more and more complex, policies and regulations are constantly changing, food safety and quality standards are constantly improving, consumers' health awareness and quality requirements are constantly improving, and social responsibility and environmental protection requirements are constantly increasing.

Project Purpose

The main aims of the project are:

Through in-depth market research and analysis, we can understand the development status and trend of agricultural products and processing industry, evaluate the market opportunities and competitive threats of the enterprise, identify the advantages and disadvantages of the enterprise, and determine the market positioning and target groups of the enterprise.

通过专业的品牌诊断和分析，明确该企业的品牌愿景和使命，梳理该企业的品牌核心价值和品牌个性，塑造该企业的品牌形象和内涵，提升该企业的品牌知名度和美誉度，增强该企业的品牌忠诚度和黏性。

通过科学的营销策略建议和实施方案，优化该企业的产品结构和价格策略，创新该企业的促销方式和渠道选择，提高该企业的市场占有率和利润率，增强该企业的竞争优势和市场影响力。

Research object

The research objects of the project include the following categories:

行业专家和学者，包括农业、食品、营销等领域的专家和学者，以及相关的行业协会和媒体机构的负责人和工作人员，通过访谈和问卷的方式，了解行业的发展现状和趋势，评估行业的机会和威胁，获取行业的专业知识和观点。

目标市场，包括该企业的现有市场和潜在市场，通过市场分析和预测的方法，划分目标市场的地域、规模、增长率等特征，确定目标市场的吸引力和可进入性，评估目标市场的竞争程度和风险水平，制定目标市场的选择和进入策略。

消费者，包括该企业的现有消费者和潜在消费者，通过消费者调查和分析的方法，划分消费者的人口、心理、行为等特征，确定消费者的需求和偏好，评价消费者的满意度和忠诚度，研究消费者的购买决策过程和影响因素，了解消费者对该企业和竞争对手的品牌认知和态度，建立消费者的画像和分层模型。

The number of research objects of this project is as follows:

Industry experts and academics: 10

竞争对手：5家

目标市场：3个

消费者：1000人

Project Content

The project content of this project mainly includes the following aspects:

行业分析，通过PESTEL模型和波特五力模型，分析农产品及加工行业的政治、经济、社会、技术、环境、法律等宏观因素，以及行业的供应商、买方、替代品、新进入者、竞争者等微观因素，评估行业的吸引力和竞争力，预测行业的发展趋势和变化趋势，为该企业的战略制定提供参考依据。

竞争对手分析，通过SWOT模型和BCG矩阵，分析竞争对手的优势、劣势、机会、威胁，以及竞争对手的市场份额和增长率，评价竞争对手的竞争地位和发展潜力，为该企业的竞争策略提供参考依据。

目标市场分析，通过STP模型，分析目标市场的细分、定位、选择，确定目标市场的特征、需求、潜力，为该企业的市场策略提供参考依据。

消费者分析，通过AIDA模型和RFM模型，分析消费者的注意、兴趣、欲望、行动，以及消费者的最近购买、购买频率、购买金额，确定消费者的购买行为和价值，为该企业的营销策略提供参考依据。

品牌诊断，通过Kapferer六边形模型和品牌金字塔模型，分析该企业的品牌物理特征、品牌个性、品牌文化、品牌关系、品牌反射、品牌自我形象，以及品牌属性、品牌利益、品牌态度、品牌价值、品牌愿景，确定该企业的品牌定位和品牌核心价值，为该企业的品牌建设提供参考依据。

营销策略建议，通过4P模型和4C模型，提出该企业的产品策略、价格策略、促销策略、渠道策略，以及消费者策略、成本策略、沟通策略、便利策略，为该企业的营销实施提供参考依据。

Project Value

The project value of this project is mainly reflected in the following aspects:

为该企业提供了清晰的品牌定位和差异化的营销策略，帮助该企业提升品牌知名度和美誉度，提高市场占有率和利润率，增强竞争优势和市场影响力。

为该企业提供了深入的市场调研和分析，帮助该企业了解行业的发展现状和趋势，评估市场的机会和威胁，识别自身的优势和劣势，制定合理的战略和目标。

It provides professional brand diagnosis and analysis for the enterprise, helps the enterprise to clarify the brand vision and mission, combs the brand core value and brand personality, shapes the brand image and connotation, and enhances brand loyalty and stickiness.

It provides scientific marketing strategy advice and implementation plan for the enterprise, helps the enterprise to optimize product structure and price strategy, innovate promotion methods and channel selection, improve marketing efficiency and effect, and meet the needs and preferences of consumers.