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.

Through professional brand diagnosis and analysis, clarify the brand vision and mission of the enterprise, sort out the core value and brand personality of the enterprise, shape the brand image and connotation of the enterprise, enhance the brand awareness and reputation of the enterprise, and enhance the brand loyalty and stickiness of the enterprise.

Through scientific marketing strategy suggestions and implementation plans, optimize the product structure and price strategy of the enterprise, innovate the promotion mode and channel selection of the enterprise, improve the market share and profit margin of the enterprise, and enhance the competitive advantage and market influence of the enterprise.

Research object

The research objects of the project include the following categories:

Industry experts and scholars, including experts and scholars in the fields of agriculture, food, marketing, etc., as well as the heads and staff of relevant industry associations and media organizations, understand the development status and trends of the industry through interviews and questionnaires, and evaluate the industry Opportunities and threats, obtain professional knowledge and opinions of the industry.

The target market, including the existing market and potential market of the enterprise, divides the geographical, scale, growth rate and other characteristics of the target market through market analysis and forecasting methods, determines the attractiveness and accessibility of the target market, evaluates the degree of competition and risk level of the target market, and formulates the choice and entry strategy of the target market.

Consumers, including the existing consumers and potential consumers of the enterprise, divide the demographic, psychological and behavioral characteristics of consumers through consumer survey and analysis, determine the needs and preferences of consumers, evaluate the satisfaction and loyalty of consumers, study the purchase decision-making process and influencing factors of consumers, understand the brand cognition and attitude of consumers to the enterprise and competitors, and establish the portrait and hierarchical model of consumers.

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

Industry experts and academics: 10

Competitors: 5

Target markets: 3

Consumer: 1000

Project Content

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

Industry analysis, through the PESTEL model and Porter's five forces model, analyzes the political, economic, social, technological, environmental, legal and other macro factors of the agricultural products and processing industry, as well as the micro factors such as suppliers, buyers, substitutes, new entrants and competitors of the industry, evaluates the attractiveness and competitiveness of the industry, predicts the development trend and change trend of the industry, and provides a reference for the strategy formulation of the enterprise.

Competitor analysis, through the SWOT model and BCG matrix, analyzes the strengths, weaknesses, opportunities, threats of competitors, as well as the market share and growth rate of competitors, evaluates the competitive position and development potential of competitors, and provides a reference for the competitive strategy of the enterprise.

Target market analysis, through the STP model, analysis of the target market segmentation, positioning, selection, to determine the characteristics of the target market, demand, potential, for the enterprise's market strategy to provide a reference basis.

Consumer analysis, through the AIDA model and RFM model, analyzes the consumer's attention, interests, desires, actions, as well as the consumer's recent purchases, purchase frequency, purchase amount, to determine the consumer's purchase behavior and value, for the enterprise's marketing strategy to provide a reference basis.

Brand diagnosis, through the Kapferer of hexagonal model and brand pyramid model, analyzes the enterprise's brand physical characteristics, brand personality, brand culture, brand relationship, brand reflection, brand self-image, as well as brand attributes, brand interests, brand attitude, brand value, brand vision, determine the enterprise's brand positioning and brand core value, and provide reference for the enterprise's brand construction.

Marketing strategy recommendations, through the 4P model and 4C model, put forward the enterprise's product strategy, price strategy, promotion strategy, channel strategy, as well as consumer strategy, cost strategy, communication strategy, convenience strategy, for the enterprise's marketing implementation to provide a reference basis.

Project Value

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

It provides a clear brand positioning and differentiated marketing strategy for the company, helps the company to enhance brand awareness and reputation, increase market share and profit margin, and enhance competitive advantage and market influence.

It provides in-depth market research and analysis to help the company understand the development status and trends of the industry, assess market opportunities and threats, identify its own strengths and weaknesses, and formulate reasonable strategies and goals.

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.