Project background:

Biscuit is a common snack food with a variety of flavors, shapes and functions, and is loved by consumers. With the development of China's economy and the improvement of consumption level, the biscuit market is also showing a rapid growth trend,2022The size of China's biscuit market reached123010,000 tons, the market demand is strong. However, the biscuit market is also facing fierce competition and diversification of consumer demand, how to grasp the market dynamics, meet consumer preferences, improve brand awareness and loyalty, is an important issue facing biscuit manufacturers.

Customer pain points:

A biscuit manufacturer is a company that owns20The history of the domestic well-known brands, the main production of Su-style biscuits, sandwich biscuits, cookies and other products, product sales network covering all parts of the country. The company has maintained steady growth in the past few years, but recently found that market share has declined, brand influence has weakened, new product development lacks innovation, and the differentiation from competitors is not obvious. The company hopes to understand the current status and trends of the biscuit market through market research, consumer needs and behavior, the strengths and weaknesses of competitors, and their own strengths and weaknesses, so as to develop effective market strategies and product strategies.

Project purpose:

The purpose of this project is to provide the following services to customers:

To study the development status, scale, structure, characteristics, trends and influencing factors of the biscuit industry.

Evaluate the customer's position, share, competitiveness, strengths and weaknesses in the biscuit market

Identify the customer's target consumer group, demand characteristics, purchase behavior, preference factors, and satisfaction

Understand competitors' strategies, products, prices, channels, promotions, brands, etc.

Propose market strategy and product strategy recommendations for customers, including market positioning, target market selection, product innovation, price strategy, channel strategy, promotion strategy and brand strategy.

Research object:

This project uses a combination of quantitative and qualitative methods to conduct research, and the research objects include:

Biscuit industry experts: collect the views and suggestions of industry experts on the current situation and trend of the development of the biscuit industry through in-depth interviews.

Biscuit consumers: collected by questionnaire1000Information on demand, preference, purchase behavior and satisfaction of biscuit products by biscuit consumers (stratified sample by gender, age, income, etc.)

Biscuit Dealers: Collected by Interview Method50Information on supply and demand, price changes, channel characteristics, etc. of the biscuit market (stratified sampling by region, size, etc.)

Cookie Competitors: Collected by Web Gathering10Strategy, product, price, channel, promotion, brand and other information of the main competitors (ranked by market share).

Project Content:

The main contents of this project include:

Biscuit industry research: including industry overview, market size, market structure, market characteristics, market trends and market influencing factors

Customer research: including research on customer profile, market position, market share, competitiveness, strengths and weaknesses

Consumer research: including consumer characteristics, demand characteristics, purchase behavior, preference factors and satisfaction

Competitor research: including competitor profiles, strategic research, product research, price research, channel research, promotion research and brand research.

Strategic recommendations: including market positioning recommendations, target market selection recommendations, product innovation recommendations, price strategy recommendations, channel strategy recommendations, promotion strategy recommendations and brand strategy recommendations.

Project Value:

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

Provide customers with a comprehensive and in-depth biscuit market research report to help customers understand the development status and trends of the biscuit industry, consumer needs and behavior, competitors, and their own advantages and disadvantages

Provide customers with targeted and practical market strategy and product strategy advice, help customers to develop effective marketing plans, improve brand awareness and loyalty, enhance competitiveness and profitability

Provide customers with continuous and professional consulting services, help customers implement and supervise marketing plans, solve possible problems and difficulties, evaluate marketing effects, and continuously optimize and adjust marketing strategies and product strategies

It provides a successful project case for Shangpu Consulting Company, demonstrates the professional level and service ability of Shangpu Consulting Company in the biscuit industry, increases the popularity and credibility of Shangpu Consulting Company in the biscuit industry, and brings more cooperation opportunities and income sources for Shangpu Consulting Company.