What is the core consumer group of products? The core consumer group refers to the main buyers or users of new food products that introduce a new product. Each product or category of product will have its own core consumer group and surrounding consumer groups. When new food companies introduce new products, they first need to clearly define the core consumer groups of the products and the potential demand of the consumer groups for their upcoming new products, plan their own brands and products according to the needs of the core consumer groups, and use the core consumer groups. Consumer behavior to drive the surrounding consumer groups to buy their own products.
New food companies must first know who sells their products to new food companies in Beijing that have accurately cooperated or contacted them. Most of the new products do not clearly define their core consumer groups. They are often the same type of product that appeals to different genders at the same time. Different types of consumers of different ages, incomes, and occupations, each type of consumer believes that the product is not his favorite and most needed product, resulting in a poor sales situation after the new product enters the market. Therefore, a new food company needs to know who to sell the new product to, and who is the core consumer group of such products, and conduct brand communication and product promotion around the needs of this group of consumers.
Clear definition of the role of new product core consumer groups A new product first needs to determine who the core consumer groups are, so that brand positioning, product positioning, product selling point refinement, product packaging design, product price positioning, and product can be targeted for this core consumer group. Sales terminal settings and product promotion planning and a series of integrated marketing planning. If it is impossible to accurately define the core consumer groups of new products, there will be no clear goals for all marketing planning work in the later period, and accurate marketing will not be possible. Clearly defining the core consumer groups of new products is a prerequisite for successful marketing of new food companies.
Don't know the failure cases of its core consumer groups Shaanxi Hanzhong Yijin Jinben Oil Industry Co., Ltd. worked with a Beijing-based precision design company to find a well-known Shenzhen design company to design and package its tea seed oil products. Mr. Li, the owner of Jijin Company, was very satisfied with the packaging designed by this company. Therefore, the Jijin tea seed oil series gift box products soon entered the Xi’an and Hanzhong markets in Shaanxi. Aojin Company has recruited a sales team of nearly 20 people and continuously sells its products outside the company on a daily basis by contacting companies, institutions, specialty shops, and supermarkets. However, the Rujin tea seed oil products only sold more than 100,000 yuan in sales in the market for more than six months. The sales personnel changed batch after batch, and the products could not be sold. The fundamental reason was Rujin Tianjin Tea Seed Oil. There is no core consumer group that clearly defines the product. At the same time, products are sold to consumers of different ages and genders, such as the elderly, middle-aged people, young people, children, and pregnant women. As a result, everyone believes that ginseng teaseed oil is not their most desirable product, which is the most suitable product. The passive marketing situation that good product consumers do not accept. Sojin company has wasted a lot of material and financial resources for this, and the company has also fallen into a serious loss situation.
Beijing's Precise Planning Success Stories When Li Jin of Ruijin Company came to Beijing for precise planning with three kinds of packaged tea seed oil gift products, the first question was to ask how to sell the Rujin Tianjin Teaseed Oil Products. What we saw was the product of neutral tea seed oil series gift box products. There is no brand strategy support for packaging design, and we do not know what kind of consumer groups these gift boxes are suitable for. If a class of products wants to be suitable for the consumers, the result is necessarily which consumer groups are not suitable.
Through comprehensive and meticulous marketing diagnosis and professional market research of Ruijin Tea Oil Products, Beijing Precision Planning first identified the core consumer groups and core purchasing groups for this series of products. The “core consumer group†of the Rujin tea seed oil products is middle-aged and old people 46-75 years old.ç‘Jin tea seed oil can lower cholesterol, prevent arteriosclerosis, effectively prevent and improve cardiovascular disease and "three high" symptoms, is the preferred health of middle-aged and older oil. In this way, Rinjin Tea Seed Oil has established product and market segments with common edible oils such as peanut oil and blend oil. The "core buying group" of Qijin Tea Seed Oil is a consumer group of 26-45-year-old civil servants, white-collar workers, office workers, and business owners. The main consumption methods of Rujin Tea Oil Gift Box products are family gifts, official gifts, and unit benefits. “Caring for the Elder's Diet Health†is the main purpose of the 26-45-year-old core buying group to purchase ç‘津茶籽油. The brand positioning, product selling points, product packaging design, product sales channels, and product sales of Ruijin Company's tea seed oil products must be planned and disseminated around the core buying group aged 26-45 and the core consumer group aged 46-75. . Shortly after the implementation of the professional marketing plan and the guidance marketing plan of Beijing's precision planning, Li Jin, owner of Lijin Company, was very excited to tell us that Yanjin Tea Seed Oil passed only 5 months of brand communication and product marketing in Hanzhong, Shaanxi. Almost all of the leaders of the city, friends, and family knew the Rujin tea seed oil brand, and sales of the product were even higher than expected.
Beijing Success Story Two Successful cooperation between Hubei Huaxiang Herbal Tea and Beijing’s Precise Planning was to hire a local planning company in Yichang for packaging design and marketing of the herbal tea beverage. The advantage of this planning company is graphic design and it is not good at brand planning. The product packaging design starts without the guidance of the brand strategy and without defining the core consumer groups of the product. As a result, the surface of the package design is quite beautiful, but the product is not sold. The main reason is that the core consumer groups of herbal tea beverages 16-35 year-old young people do not like the packaging design style of the product "blue and white porcelain", like this product packaging design is instead the non-mainstream consumer groups of herbal tea beverages over the age of 36 Middle-aged and older people, this is because there is no clear definition of the product core consumer groups and led to a typical case of product marketing failure.
In the situation where the herbal tea beverage was caught in an extreme marketing dilemma, senior managers of the Hubei Daohua Beverage Company chose to cooperate with Beijing's precision planning. After we conducted a comprehensive and professional market research and marketing diagnosis for the herbal tea beverage, we first identified the core consumer groups of the product as white-collar workers, office workers, and student groups aged 16-35, and based on the needs of this core consumer group. Create a brand name that young people like for this herbal tea beverage product – Aishang Yin. At the same time, it established the “Fashion Herbal Tea†brand positioning for the “Ai Shang Yin†herbal tea beverage and formed a clear market segmentation with “Traditional Herbal Tea†such as Wang Lao Ji and He Qizheng, making the herbal tea beverage product enter a huge market capacity. New market segments for demand and demand. In terms of product packaging design, taste setting, product selling point refinement, sales channel selection and product promotion planning, precision planning made precise creative designs and marketing plans according to the needs of core consumers. “Aishangyin†herbal tea beverage was launched on the market. Gained the favor of the 16-35-year-old core consumer groups, and achieved a rapid increase in the brand awareness and product sales of “Aishangyin†herbal tea beverage in a relatively short period of time.
Only knowing who is buying your product will know how to sell the product. It can be seen from the above two successful marketing plans in Beijing's precision planning that a new product cannot be sold to all consumers at the same time. The core consumer groups must be clearly defined first. Which age group, their gender, income and occupation, etc., personality characteristics, and then according to the needs of the core consumer for the company's new products to do accurate case planning, with the core consumer groups to stimulate the purchase of the surrounding consumer groups. Therefore, for new products introduced by new food companies, only by first knowing who is buying your products will they know how to sell the products, and identifying the core buyers of products can make the marketing of new food companies more accurate.
Concluding remarks: Our understanding of precision planning is based on the overall understanding of the food market, using precise market segmentation strategies, accurate brand strategies, accurate product strategies, accurate pricing strategies, accurate channel strategies, and accurate advertising. Delivery strategies, precise sales promotion strategies, etc., focus on the accurate dissemination of corporate resources to segmented markets and target consumer groups, effectively reduce the waste of resources and costs of food companies, and rapidly increase the integrated marketing planning model for brand and product sales.
After eighteen years of actual marketing tests, we will start a new era of precision planning in the food marketing field in China starting in August 2008. We can stably earn profits for food companies and be responsible for the results of marketing planning, and truly realize the company's philosophy of low-cost, risk-free marketing planning for food companies. Precise planning solemn promise: Marketing plan customers are not satisfied with 100% refund. 1. Providing China's top-ranking marketing planning services for food companies; 2. Making food marketing companies do the best in similar competitive products; 3. Giving food companies an equivalent of 10-100 times the cost of marketing planning. The economic benefits.
New food companies must first know who sells their products to new food companies in Beijing that have accurately cooperated or contacted them. Most of the new products do not clearly define their core consumer groups. They are often the same type of product that appeals to different genders at the same time. Different types of consumers of different ages, incomes, and occupations, each type of consumer believes that the product is not his favorite and most needed product, resulting in a poor sales situation after the new product enters the market. Therefore, a new food company needs to know who to sell the new product to, and who is the core consumer group of such products, and conduct brand communication and product promotion around the needs of this group of consumers.
Clear definition of the role of new product core consumer groups A new product first needs to determine who the core consumer groups are, so that brand positioning, product positioning, product selling point refinement, product packaging design, product price positioning, and product can be targeted for this core consumer group. Sales terminal settings and product promotion planning and a series of integrated marketing planning. If it is impossible to accurately define the core consumer groups of new products, there will be no clear goals for all marketing planning work in the later period, and accurate marketing will not be possible. Clearly defining the core consumer groups of new products is a prerequisite for successful marketing of new food companies.
Don't know the failure cases of its core consumer groups Shaanxi Hanzhong Yijin Jinben Oil Industry Co., Ltd. worked with a Beijing-based precision design company to find a well-known Shenzhen design company to design and package its tea seed oil products. Mr. Li, the owner of Jijin Company, was very satisfied with the packaging designed by this company. Therefore, the Jijin tea seed oil series gift box products soon entered the Xi’an and Hanzhong markets in Shaanxi. Aojin Company has recruited a sales team of nearly 20 people and continuously sells its products outside the company on a daily basis by contacting companies, institutions, specialty shops, and supermarkets. However, the Rujin tea seed oil products only sold more than 100,000 yuan in sales in the market for more than six months. The sales personnel changed batch after batch, and the products could not be sold. The fundamental reason was Rujin Tianjin Tea Seed Oil. There is no core consumer group that clearly defines the product. At the same time, products are sold to consumers of different ages and genders, such as the elderly, middle-aged people, young people, children, and pregnant women. As a result, everyone believes that ginseng teaseed oil is not their most desirable product, which is the most suitable product. The passive marketing situation that good product consumers do not accept. Sojin company has wasted a lot of material and financial resources for this, and the company has also fallen into a serious loss situation.
Beijing's Precise Planning Success Stories When Li Jin of Ruijin Company came to Beijing for precise planning with three kinds of packaged tea seed oil gift products, the first question was to ask how to sell the Rujin Tianjin Teaseed Oil Products. What we saw was the product of neutral tea seed oil series gift box products. There is no brand strategy support for packaging design, and we do not know what kind of consumer groups these gift boxes are suitable for. If a class of products wants to be suitable for the consumers, the result is necessarily which consumer groups are not suitable.
Through comprehensive and meticulous marketing diagnosis and professional market research of Ruijin Tea Oil Products, Beijing Precision Planning first identified the core consumer groups and core purchasing groups for this series of products. The “core consumer group†of the Rujin tea seed oil products is middle-aged and old people 46-75 years old.ç‘Jin tea seed oil can lower cholesterol, prevent arteriosclerosis, effectively prevent and improve cardiovascular disease and "three high" symptoms, is the preferred health of middle-aged and older oil. In this way, Rinjin Tea Seed Oil has established product and market segments with common edible oils such as peanut oil and blend oil. The "core buying group" of Qijin Tea Seed Oil is a consumer group of 26-45-year-old civil servants, white-collar workers, office workers, and business owners. The main consumption methods of Rujin Tea Oil Gift Box products are family gifts, official gifts, and unit benefits. “Caring for the Elder's Diet Health†is the main purpose of the 26-45-year-old core buying group to purchase ç‘津茶籽油. The brand positioning, product selling points, product packaging design, product sales channels, and product sales of Ruijin Company's tea seed oil products must be planned and disseminated around the core buying group aged 26-45 and the core consumer group aged 46-75. . Shortly after the implementation of the professional marketing plan and the guidance marketing plan of Beijing's precision planning, Li Jin, owner of Lijin Company, was very excited to tell us that Yanjin Tea Seed Oil passed only 5 months of brand communication and product marketing in Hanzhong, Shaanxi. Almost all of the leaders of the city, friends, and family knew the Rujin tea seed oil brand, and sales of the product were even higher than expected.
Beijing Success Story Two Successful cooperation between Hubei Huaxiang Herbal Tea and Beijing’s Precise Planning was to hire a local planning company in Yichang for packaging design and marketing of the herbal tea beverage. The advantage of this planning company is graphic design and it is not good at brand planning. The product packaging design starts without the guidance of the brand strategy and without defining the core consumer groups of the product. As a result, the surface of the package design is quite beautiful, but the product is not sold. The main reason is that the core consumer groups of herbal tea beverages 16-35 year-old young people do not like the packaging design style of the product "blue and white porcelain", like this product packaging design is instead the non-mainstream consumer groups of herbal tea beverages over the age of 36 Middle-aged and older people, this is because there is no clear definition of the product core consumer groups and led to a typical case of product marketing failure.
In the situation where the herbal tea beverage was caught in an extreme marketing dilemma, senior managers of the Hubei Daohua Beverage Company chose to cooperate with Beijing's precision planning. After we conducted a comprehensive and professional market research and marketing diagnosis for the herbal tea beverage, we first identified the core consumer groups of the product as white-collar workers, office workers, and student groups aged 16-35, and based on the needs of this core consumer group. Create a brand name that young people like for this herbal tea beverage product – Aishang Yin. At the same time, it established the “Fashion Herbal Tea†brand positioning for the “Ai Shang Yin†herbal tea beverage and formed a clear market segmentation with “Traditional Herbal Tea†such as Wang Lao Ji and He Qizheng, making the herbal tea beverage product enter a huge market capacity. New market segments for demand and demand. In terms of product packaging design, taste setting, product selling point refinement, sales channel selection and product promotion planning, precision planning made precise creative designs and marketing plans according to the needs of core consumers. “Aishangyin†herbal tea beverage was launched on the market. Gained the favor of the 16-35-year-old core consumer groups, and achieved a rapid increase in the brand awareness and product sales of “Aishangyin†herbal tea beverage in a relatively short period of time.
Only knowing who is buying your product will know how to sell the product. It can be seen from the above two successful marketing plans in Beijing's precision planning that a new product cannot be sold to all consumers at the same time. The core consumer groups must be clearly defined first. Which age group, their gender, income and occupation, etc., personality characteristics, and then according to the needs of the core consumer for the company's new products to do accurate case planning, with the core consumer groups to stimulate the purchase of the surrounding consumer groups. Therefore, for new products introduced by new food companies, only by first knowing who is buying your products will they know how to sell the products, and identifying the core buyers of products can make the marketing of new food companies more accurate.
Concluding remarks: Our understanding of precision planning is based on the overall understanding of the food market, using precise market segmentation strategies, accurate brand strategies, accurate product strategies, accurate pricing strategies, accurate channel strategies, and accurate advertising. Delivery strategies, precise sales promotion strategies, etc., focus on the accurate dissemination of corporate resources to segmented markets and target consumer groups, effectively reduce the waste of resources and costs of food companies, and rapidly increase the integrated marketing planning model for brand and product sales.
After eighteen years of actual marketing tests, we will start a new era of precision planning in the food marketing field in China starting in August 2008. We can stably earn profits for food companies and be responsible for the results of marketing planning, and truly realize the company's philosophy of low-cost, risk-free marketing planning for food companies. Precise planning solemn promise: Marketing plan customers are not satisfied with 100% refund. 1. Providing China's top-ranking marketing planning services for food companies; 2. Making food marketing companies do the best in similar competitive products; 3. Giving food companies an equivalent of 10-100 times the cost of marketing planning. The economic benefits.
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