组长：0081491 黄志娟 组员：0081480 刘小芳 0081481 曾翠英 0081483 葛维婷 0081493 邹颖婷
Introduction .......................................................................................................................... 1 Geography and Environment ............................................................................................... 1
Location ........................................................................................................................ 1 Climate .......................................................................................................................... 1 Topography................................................................................................................... 2 Hydrology ...................................................................................................................... 2 Population and Demographics ..................................................................................... 3
Distribution of Population ...................................................................................... 3 Total Population Size and Growth rate and birthrates .......................................... 4 Races or Ethnicities .............................................................................................. 4 Economic Statistics and Descriptions .......................................................................... 5 Description of Daily Life and Lifestyles ........................................................................ 6
Family .................................................................................................................... 6 Marriage ................................................................................................................ 7 Animals .................................................................................................................. 7 Cuisine................................................................................................................... 8
Competition and Market in which the product is to be sold ................................................. 9
Geographic region ........................................................................................................ 9 Climate ........................................................................................................................ 10 Transportation ............................................................................................................. 11 Population ................................................................................................................... 11 Consumer buying habits ............................................................................................. 12 Competition................................................................................................................. 13 Competitive power ...................................................................................................... 14 SWOT Analysis of Wang's .......................................................................................... 14
Strength ............................................................................................................... 14 Weakness ............................................................................................................ 15 Opportunity .......................................................................................................... 15 Threat .................................................................................................................. 16
Product ............................................................................................................................... 16
Brand Name................................................................................................................ 16 Marketing Objectives .................................................................................................. 17
Target market ...................................................................................................... 17 Expected market penetration .............................................................................. 17 Packing ....................................................................................................................... 17 Positioning Strategy .................................................................................................... 19 Promotion Strategy ..................................................................................................... 20 Methods of sales promotion ....................................................................................... 21 Distribution Strategy ................................................................................................... 21
Wholesaler .......................................................................................................... 21 Retailers .............................................................................................................. 22 Pricing Strategy .......................................................................................................... 22
Pricing Methods ................................................................................................... 22 Price Discounts ................................................................................................... 22
References of Information ................................................................................................. 23
Introduction
Wang's Bee Park Co., Ltd. was founded in 1985, Sichuan .After that it went to Zhuhai and founded Wang's Bee Park Co. , Ltd. in 1992. In 1998 it located in Jiangxi Province, the creation of Wang's Bee Park Co., Ltd. of Jiangxi, 2004 troops on the north, establish of Jilin Wang's Bee Park Co., Ltd., now it is headquartered in Nanchang. Our marketing plan is about to launch it into the Indian market.
Geography and Environment
Location
India, a country in South Asia, lies entirely on the Indian Plate in the northern portion of the Indo-Australian Plate. The country lies to the north of the equator between 8°4' and 37°6' north latitude and 68°7' and 97°25' east longitude. India is bounded to the southwest by the Arabian Sea, to the southeast by the Bay of Bengal, and to the south by the Indian Ocean. Kanyakumari is the southern tip of the Indian peninsula. The southernmost point in India is Indira Point, in the Andaman and Nicobar Islands. The Maldives, Sri Lanka and Indonesia are island nations to the south of India. Sri Lanka is separated from India by the Gulf of Mannar and the narrow channel of Palk Strait. The territorial waters of India extend into the sea to a distance of 12 nautical miles (13.8 mi; 22.2 km) measured from the appropriate baseline.
Climate
India's climate is strongly influenced by the Himalayas and the Thar Desert, both of which drive the monsoons. The Himalayas prevent cold Central Asian katabatic winds from blowing in, keeping the bulk of the Indian subcontinent warmer than most locations at similar latitudes. The Thar Desert plays a crucial role in attracting the moisture-laden
southwest summer monsoon winds that, between June and October, provide the majority of India's rainfall. Four major climatic groupings predominate in India: tropical wet, tropical dry, subtropical humid, and montane.
Topography
The original Indian plate now survives as peninsular India, the oldest and geologically most stable part of India, and extends as far north as the Satpura and Vindhya ranges in central India. These parallel ranges run from the Arabian Sea coast in Gujarat in the west to the coal-rich Chota Nagpur Plateau in Jharkhand in the east. To their south, the
remaining peninsular landmass, the Deccan Plateau, is flanked on the left and right by the coastal ranges, Western Ghats and Eastern Ghats respectively;[48] the plateau contains the oldest rock formations in India, some over one billion years old. Constituted in such fashion, India lies to the north of the equator between 6°44' and 35°30' north latitude and 68°7' and 97°25' east longitude.
Hydrology
India's coast is 7,517 kilometers (4,700 mi) long; of this distance, 5,423 kilometers
(3,400 mi) belong to peninsular India, and 2,094 kilometers (1,300 mi) to the Andaman, Nicobar, and Lakshadweep Islands. According to the Indian naval hydrographic charts, the mainland coast consists of the following: 43% sandy beaches, 11% rocky coast including cliffs, and 46% mudflats or marshy coast.
Language(s)/Dialects
With its oldest core dating back to as early as 1500 BC, the Rigvedic Sanskrit is one of the oldest attestations of any Indo-Iranian language, and one of the earliest attested members of the Indo-European language family, the family which includes English and most
European languages. Sanskrit has had a profound impact on the languages and literature of India. Hindi, India's most spoken language, is a \"Sanskritized register\" of the Khariboli dialect. In addition, all modern Indo-Aryan languages, Munda languages and Dravidian
languages, have borrowed many words either directly from Sanskrit (tatsama words), or indirectly via middle Indo-Aryan languages (tadbhava words). Words originating in Sanskrit are estimated to constitute roughly fifty percent of the vocabulary of modern Indo-Aryan languages, and the literary forms of (Dravidian) Telugu, Malayalam and
Kannada. Part of the Eastern Indo-Aryan languages, the Bengali language arose from the eastern Middle Indic languages and its roots are traced to the 5th century BC Ardhamagadhi language.
Tamil, one of India's major classical languages, descends from Proto-Dravidian
languages which were spoken around the third millennium BC in peninsular India. Tamil literature has existed for over two thousand years and the earliest epigraphic records
found date from around the third century BC. Another major Dravidian language, Kannada is attested epigraphically from the mid-1st millennium AD, and literary Old Kannada flourished in the 9th to 10th century Rashtrakuta Dynasty. Pre-old Kannada (or Purava Hale Granada) was the language of Banavasi in the early Common Era, the Satavahana and Kadamba periods and hence has a history of over 2000 years. The Ashoka rock edict found at Brahmagiri (dated to 230 BC) has been suggested to contain a word in identifiable Kannada.
According to 2001 India census, Hindi is the most spoken language in India, followed by Bengali, Telugu, Marathi and Tamil. In contemporary Indian literature, there are two major literary awards; these are the Sahitya Akademi Fellowship and the Jnanpith Award. Seven Jnanpith awards each have been awarded in Kannada, six in Hindi, five in Bengali, four in Malayalam, three each in Marathi, Gujarati, Urdu and Oriya and two each in Telugu and Tamil,.
Population and Demographics
Distribution of Population
Although India occupies only 2.4% of the world's land area, it supports over 15% of the world's population. Only China has a larger population. India's median age is 25, one of the youngest among large economies. About 70% live in more than 550,000 villages, and the remainder in more than 200 towns and cities. Over the thousands of years of its history, India has been invaded from the Iranian plateau, Central Asia, Arabia,
Afghanistan, and the West; Indian people and culture have absorbed and modified these influences to produce a remarkable racial and cultural synthesis.
Total Population Size and Growth rate and birthrates
With 1,210,193,422 citizens reported in the 2011 provisional Census, India is the world's second most populous country. India's population grew at 1.76% per annum during the last decade, down from 2.201% per annum in the previous decade. The human sex ratio in India, according to the 2011 census, is 940 females per 1,000 males, the lowest since independence. India's median age was 24.9 in the 2001 census. Medical advances of the last 50 years, as well increased agricultural productivity brought about by the \"green revolution\" have caused India's population to grow rapidly. The percentage of Indian population living in urban areas has grown as well, increasing by 31.2% from 1991 to
2001. Despite this, in 2001, over 70% of India's population continued to live in rural areas. According to the 2001 census, there are twenty seven million-plus cities in the country, with Mumbai, Delhi and Kolkata being the largest.
Races or Ethnicities
The Indian Constitution recognizes 212 scheduled tribal groups which together constitute about 7.5% of the country's population. The 2001 census reported the religion in India with the largest number of followers was Hinduism, with over 800 million (80.5%) of the
population recording it as their religion. Other religious groups include Muslims (13.4%), Christians (2.3%), Sikhs (1.9%), Buddhists (0.8%), Jains (0.4%), Jews, Zoroastrians and Bahá'ís. India has the world's third-largest Muslim population and the largest Muslim population for a non-Muslim majority country.
India is home to two major linguistic families: Indo-Aryan (spoken by about 74% of the population) and Dravidian (spoken by about 24%). Other languages spoken in India come from the Austro-Asiatic and Tibeto-Burman linguistic families. Neither the Constitution of India, nor any Indian law defines any national language. Hindi, with the largest number of speakers, is the official language of the union. English is used extensively in business and administration and has the status of a 'subsidiary official language;' it is also important in education, especially as a medium of higher education. In addition, every state and union territory has its own official languages, and the constitution also recognizes in particular 21 \"scheduled languages\".
Economic Statistics and Descriptions
Social democratic policies governed India's economy from 1947 to 1991. The economy was characterized by extensive regulation, protectionism, public ownership, pervasive corruption and slow growth. Since 1991, continuing economic liberalisation has moved the country towards a market-based economy. A revival of economic reforms and better economic policy in first decade of the 21st century accelerated India's economic growth rate. In recent years, Indian cities have continued to liberalize business regulations. By 2008, India had established itself as the world's second-fastest growing major economy. However, as a result of the financial crisis of 2007–2010, coupled with a poor monsoon, India's gross domestic product (GDP) growth rate significantly slowed to 6.7% in 2008–09, but subsequently recovered to 7.2% in 2009–10, while the fiscal deficit rose from 5.9% to
a high 6.5% during the same period. India’s current account deficit surged to 4.1% of GDP during Q2 FY11 against 3.2% the previous quarter. The unemployment rate for
2009–2010, according to the state Labour Bureau, was 9.4% nationwide, rising to 10.1% in rural areas, where two-thirds of the 1.2 billion population live.
India's large service industry accounts for 57.2% of the country's GDP while the industrial and agricultural sectors contribute 28.6% and 14.6% respectively. Agriculture is the predominant occupation in India, accounting for about 52% of employment. The service sector makes up a further 34% and industrial sector around 14%. However, statistics from a 2009-10 government survey, which used a smaller sample size than earlier surveys, suggested that the share of agriculture in employment had dropped to 45.5%.
Major industries include telecommunications, textiles, chemicals, food processing, steel, transportation equipment, cement, mining, petroleum, machinery, information
technology-enabled services and pharmaceuticals. The labour force totals 500 million workers. Major agricultural products include rice, wheat, oilseed, cotton, jute, tea,
sugarcane, potatoes, cattle, water buffalo, sheep, goats, poultry and fish. In 2009-2010, India's top five trading partners are United Arab Emirates, China, United States, Saudi Arabia and Germany.
Previously a closed economy, India's trade and business sector has grown fast. India currently accounts for 1.5% of world trade as of 2007 according to the World Trade Statistics of the WTO in 2006, which valued India's total merchandise trade (counting exports and imports) at $294 billion and India's services trade at $143 billion. Thus, India's global economic engagement in 2006 covering both merchandise and services trade was of the order of $437 billion, up by a record 72% from a level of $253 billion in 2004. India's total trade in goods and services has reached a share of 43% of GDP in 2005–06, up from 16% in 1990–91.
Description of Daily Life and Lifestyles Family
Family plays a significant role in the Indian culture. For generations, India has had a prevailing tradition of the joint family system. It is a system under which extended
members of a family – parents, children, the children’s spouses and their offspring, etc. – live together. Usually, the eldest male member is the head in the joint Indian family system. He makes all important decisions and rules, and other family members abide by them. However, in recent times, many families especially in urban areas, in have stopped abiding by the extended family system and have started living as a nuclear family.
Marriage
For centuries, arranged marriages have been the tradition in Indian society. Even today, the vast majority of Indians have their marriages planned by their parents and other respected family-members, with the consent of the bride and groom. They also demand dowry, which has been outlawed by the Indian government, but Indian society and culture still promotes and maintains it. They get around the prohibition by not letting the
authorities know the arrangements of money. Arranged matches are made after taking into account factors such as age, height, personal values and tastes, the backgrounds of their families (wealth, social standing), their castes and the astrological compatibility of the couples' horoscopes.
In India, the marriage is thought to be for life, and the divorce rate is extremely low — 1.1% compared with about 50% in the United States. The arranged marriages generally have a much lower divorce rate, although divorce rates have risen significantly in recent years:
\"Opinion is divided over what the phenomenon means: for traditionalists the rising
numbers portend the breakdown of society while, for some modernists, they speak of a healthy new empowerment for women.\"
Animals
Cows depicted in the decorated goppuram of the Kapaleeshwarar temple in Chennai. See also: Wildlife of India, Animal husbandry in India, and Cattle in religion
The varied and rich wildlife of India has had a profound impact on the region's popular culture. Common name for wilderness in India is Jungle which was adopted by the British colonialists to the English language. The word has been also made famous in The Jungle Book by Rudyard Kipling. India's wildlife has been the subject of numerous other tales and fables such as the Panchatantra and the Jataka tales.
In Hinduism, the cow is regarded as a symbol of ahimsa (non-violence), mother goddess and bringer of good fortune and wealth. For this reason, cows are revered in Hindu culture and feeding a cow is seen as an act of worship.
Cuisine
The cuisine in India is classified into three major categories. Sattva, Rajas, and
Tamas.Satva which stand for balance, Rajas stands for passion, and Thamas stands for indulgence. Food is consumed according to the lifestyle of the person. For example: A King has to be aggressive to defend his country, he would be taking food which would give much passion and that aggressiveness which is required. When a person tries to lead his life in want of self realization, he would prefer a Satvic food or known as Sattvic diet, which would help to keep his mind in balance. Thamasic food or known as Static foods is to be taken only if its required, like consumption of Alcohol. This is the reason why in many Indians try to abstain drinking.
The multiple varieties of Indian cuisine are characterized by their sophisticated and subtle use of many Spices and Herbs. Each family of this cuisine is characterized by a wide assortment of dishes and cooking techniques. Though a significant portion of Indian food is vegetarian, many traditional Indian dishes also include: chicken, goat, lamb, fish, and other meats.
India is known for its love for food and spices, and it plays a role in everyday life as well as in festivals. Indian cuisine varies from region to region, reflecting the varied demographics of the country. Generally, Indian cuisine can be split into 5 categories — northern, southern, eastern, western and north-eastern.
Despite this diversity, some unifying threads emerge. Varied uses of spices are an integral part of food preparation, and are used to enhance the flavor of a dish and create unique flavors and aromas. Cuisine across India has also been influenced by various cultural groups that entered India throughout history, such as the Persians, Mughals, and
European colonists. Though the tandoor originated in Central Asia, Indian tandoori dishes, such as chicken tikka made with Indian ingredients, enjoy widespread popularity. Indian cuisine is one of the most popular cuisines across the globe. Historically, Indian Spices and Herbs were one of the most sought after trade commodities. The Spice trade between India and Europe led to the rise and dominance of Arab traders to such an extent that European explorers, such as Vasco da Gama and Christopher Columbus, set out to find new trade routes with India leading to the Age of Discovery.[21] The popularity of curry, which originated in India, across Asia has often led to the dish being labeled as the \"pan-Asian\" dish.
Competition and Market in which the product is to be sold
Geographic region
Our products will be sold around the economic center of Mumbai. In this marketing plan we take Mumbai for example
Here are three most developed city of India:
1 Calcutta - an area of 568.8 square kilometers, population 10.86 million, is located in the
Ganges River tributary of the Hooghly River, 138.4 km from the Bay of Bengal hindered. Canada's largest port city in eastern India and rail, aviation hub in India, business, finance, culture, occupies an important position
2 Mumbai - an area of 603 square kilometers, population 12,560,000. It is on the verge of the Arabian Sea, is a natural harbor, known as the gateway to western India, is also an important base for the Indian Navy in India's political, economic, financial, military, and cultural aspects play an important role.
3 Madras - an area of 128 sq km, population 5.36 million. It is frequently the East Bay of Bengal, is India's largest artificial harbor, sea, air, rail and highway are very convenient to be known as the gateway to southern India.
Mumbai contributes 10% of all workers in India posts 40% income tax, tariffs of 60%, the central excise tax levy 20%, 40% of India's foreign trade, and 400 billion rupees (90 billion U.S. dollars) community tax. Many Indian financial institutions headquartered in South Mumbai, including the Bombay Stock Exchange, Reserve Bank of India, National Stock Exchange of India, Government of India Mint. Many foreign banks and financial institutions have also set up branches in the region.
As India's commercial capital Mumbai, India and the rest of it to witness the 1991 financial and economic liberalization since the IT, export, service industry and prosperity. Mumbai's middle class to benefit in this prosperity, and promote the consumption boom followed. Mumbai, the annual production of cotton, cotton yarn sold in domestic and international, reputation in the Southeast Asian market. Mumbai is the world's largest textile exports to Hong Kong, the \"cotton Hong Kong,\" said.
Climate
Because the tropics, near the Arabian Sea, the city's climate can be divided into two main seasons - the wet season and dry season. Between the wet season between March and October, is characterized by high humidity, temperatures over 30 ° C. Between June and September, the monsoon brings to the city abundant rainfall, 2,200 mm annual rainfall accounted for the city's more than half. The city's largest annual rainfall 3,452 mm (1954). The highest daily rainfall of 944 mm (July 26, 2005). Between the dry season between November and February, is characterized by moderate humidity, air temperature warm or cool. In January and February, cool north wind makes the city a slight chill. The annual temperature range is usually 11 ° C to 38 ° C between. The highest recorded temperature is 43.3 ° C, minimum temperature was 7.4 ° C (1962 年 1 22).
Transportation
The city transport spine, Mumbai suburban railway was originally built in March 1853, the British built in India, the first railway, the oldest in Asia is also a railway. The railway system consists of three north-south through the city to form a separate network, according to the geographical distribution of population, the location of the construction and commercial areas, constitute a large volume of Mumbai main mode of transport. Mumbai suburban railway passengers in its use of the degree of high density in particular is known. Western railway companies operating in the west of the city, while the central railway companies cover the central and northeast metropolitan area. Lines are extended to the outer regions, the total length of about 125 km. Harbour line is a suburb of the Central Railway's line, up to 54 km along the southeastern part of the city, near the dock, and extends to the new Mumbai. Mumbai, India by the Indian Railways has convenient connections in most parts of
Bus powered by the municipal transport company in Mumbai (BEST) operations, almost covering the entire metropolitan area, and the new part of Mumbai and Thane. For the short bus transportation, the train is more economical for long distance transport. BEST bus fleet from single, double-decker bus, and air-conditioned car components.
Mumbai's Chhatrapati Shivaji International Airport is the busiest airport in India, operating cargo and international flights, domestic flights and airport operators Santa Cruz. Pearl Lake near the airport is India's first airport, now act as a flying club and heliport.
Because of its unique topography, Mumbai has one of the world's best natural harbors, assume 50% of the country's passenger and freight transport in a large share. There is also an important base for the Indian Navy. From the ferry terminal can be equipped with cheap ferry to the region's islands and beaches.
Population
Mumbai has 18 million population, population density of about 29,000 people per square kilometer. Female ratio was 1000:811 - higher than the national average, due to many men to leave the country to find work here. The city-wide literacy rate of over 86%, higher than the national average. Mumbai's religious beliefs, including Hinduism (68% of the population), Islam (17% of the population), Christianity and Buddhism (4%, respectively). The rest belong to Zoroastrianism, Jainism, Sikhism, Judaism and atheism. According to the 1991 census, the nation has Maratha Mumbai (42%), Gujarat (18%), North Indians
(21%), Tamils (3%), faith people (3 %) and so on.
Like Mumbai and other Indian cities, there are many people who know several languages. The official language of Maharashtra Maratha language widely used on the street is also a popular form of Hindi as a spoken language - Mumbai cavity (Bambaiya), which is a Hindi and Maratha , English and some invented colloquial words people are mixed. English is widely used, is the city's white-collar workers, the main language used. Most of the Indian languages of the population in Mumbai have been used to varying degrees; one of the most widely used is the language of Gujarat, Ena German and Tamil.
Consumer buying habits
Indian culture has its own specific core values and the pursuit of contemporary pop culture with more than selective, so India has not much enthusiasm for foreign cultures.
Product and brand in a clear hierarchical premise, the Indians more willing to accept a clear price system, not like a significant bargaining. Indians prefer certainty and stability of this work, stable community, stable values of the same strain relationships. The same technical level, the prices of Indian products is generally higher than Chinese products. Regulation only in respect of profits if the product space is concerned, the Chinese products in the Indian market has huge space for development.
Trying to understand this distinction for more internationalization of Chinese enterprises is very important. In international mergers and acquisitions, only the countries in our insight into the consumer market needs and behavior characteristics, can start a real success in the land market and recognized by local consumers can truly say that our international bear the fruit. In a market like India, for anyone who wants to enter the Chinese business, you immediately find yourself out in the number of domestic evaluation billion brand value, it may not be a general recognition of the untouchables in India. Therefore, the Chinese brand to enter India, the need to reshape the brand value in the different social strata in the depth of sub-brands; circulated closer to Indian culture than Chinese culture, Asian culture is more than simply, are more likely to be a local user identity; in more Under the careful consumer research for product form, pricing policies, distribution channels, distribution channels and efforts need to have a more certain, clear, sustainable strategy and implementation framework. For ordinary Chinese enterprises, especially suitable in India to select a limited regional market the necessary experiments, the management of the market in the experimental lessons, while also cultivating the local sales personnel, access to and knowledge of local marketing resources to achieve the effective implementation of the purpose of market launch.
Competition
Competitive brands available in the market
Amrut Amrut is the first Indian whisky to meet EU regulations, and when we offered it to staff blind we were impressed, and although we suspected it wasn't Scotch it certainly passed the test.
The whisky is made from Indian malted barley grown in Punjab and Rajasthan, the north-west frontier States of India. In Punjab, the waters from the great Himalayas flow through the river Sutlej. Amrut believe that the cold winters and fiery summers create a unique quality of grain, rich in flavour. Malting takes places in Jaipur and Delhi and is then transported to south of India to Bangalore where it is mashed and distilled in small batches.
Honey is not its mian product
Baidyanath One of India's most respected Companies, Shree Baidyanath Ayurved Bhawan (p) Ltd. (Kolkata), popularly known as Baidyanath, is the acknowledged leader of Ayurvedic know-how. Established in 1917, the Company has played a pioneering role in re-establishing ancient knowledge with modern research and manufacturing techniques.
AYURVEDA is a 5000 year old Science of health care and herbal treatment. AYURVEDA, is highly effective in common and complicated ailments, assures long term relief and has no side effects. AYURVEDA is now backed by modern scientific research and technologies and provides its gentle healing touch to millions around the world.
Dabur With a basket including personal care, health care and food products, Dabur India Limited has set up subsidiary Group Companies across the world that can manage its businesses more efficiently.
Given the vast range of products, sourcing, production and marketing have been divested to the group companies that conduct their operations independently:
Competitive power
Many honey brands fail CERC's test
AHMEDABAD: The Ahmedabad-based Consumer Education and Research Centre tested 17 brands of honey available in the market and found that many failed to live up to standards. According to the test report published in CERC's magazine, 'Insight', two loose samples (L1 and L2) collected in Ahmedabad apart from the brands Amrut, Baidyanath, Brij, Dabur, Dhanvantari, Himalayan, Hyness, Indian, KVIC Cochin, KVIC Mumbai, Madh Sagar, Madhur, Mehsons, Pushp, Samskrithamadhu, Shreejee and West Bengal Bee Keeper's Association (WBBKA). The brands were tested against the Prevention of Food Adulteration (PFA) Act, the Bureau of Indian Standards (BIS) and the Agricultural Produce Grading and Marking Act (Agmark).
AHMEDABAD: The Ahmedabad-based Consumer Education and Research Centre tested 17 brands of honey available in the market and found that many failed to live up to standards. According to the test report published in CERC's magazine, 'Insight', two loose samples (L1 and L2) collected in Ahmedabad apart from the brands Amrut, Baidyanath, Brij, Dabur, Dhanvantari, Himalayan, Hyness, Indian, KVIC Cochin, KVIC Mumbai, Madh Sagar, Madhur, Mehsons, Pushp, Samskrithamadhu, Shreejee and West Bengal Bee Keeper's Association (WBBKA). The brands were tested against the Prevention of Food Adulteration (PFA) Act, the Bureau of Indian Standards (BIS) and the Agricultural Produce Grading and Marking Act (Agmark). SWOT Analysis of Wang's
Strength
(1) Wang's Bee Park Co., Ltd. is engaged in bee breeding, bee products processing, science, industry and trade .As one of the large private national key enterprises of agricultural industrialization,the leading enterprises in business activities has good faith compliance, prestige,commitment, focusing on environmental protection, in particular, but also committed to public welfare activities in the community has a good reputation and reputation.
(2) Wang's implementation of the \"company + base + Association + beekeepers\" industrial management mode of cooperation, and establishing more than twenty beekeepers cooperative.
(3) Wang's Bee Park in the self-built base, with the establishment of cooperatives on the basis of beekeepers, also has a large procurement team to eliminate the source of the adulteration phenomenon.
(4) In production, Wang's has world-class production equipment and technology.In raw
materials, all honey Wang's material must go through before the triple test as a qualification of raw materials into the warehouse; production process control, and production departments in strict accordance with company technical rules of production, each production workshop has full-time member of the production quality controlthe full monitoring, honey must not add any network in the flavor and drugs mentioned
(5) the establishment of Nanchang Bee Association, Wang's technical staff were sent to 1,300 times, issuing technical information 11000.
(6) Now Park Wang's honey products sell well throughout the country with all the shops and chain stores, nearly 3,000, as well as in the big supermarkets.
Weakness
(1) Because of supporting resources, the brand extension requires a lot of human, financial, material and other resources, and management support. If they have the temerity to act blindly, it will only delay the original project because of adequate resources. (2) Wang's jelly honey Park extends to the failure of the industry because of the negligence of the management of product failure, which implicate the brand effect to Wang's caused great hurt.
Opportunity
(1) today Many people don't know how to identify genuine and fake honey, adulterated honey, so they try deterred bee, but afraid of being taken in, Wang's honey can take it to teach consumers how to identify the purity of honey, reallyfalse, you can also enjoy free Wang's honey, honey, let consumers know that Wang's Garden products are genuine and will not be false, whether the knowledge consumers know anything about the honey, they can rest to buy Wang's products.
(2) In fact, many young people are not aware of the many benefits of drinking honey, that honey is to reduce or eliminate disease care for the old middle-aged man of a product (from the back of the survey results can be seen), very few among young peopleThere are habits of drinking honey, this is Wang's opportunities for youth to expand market, when Wang's should step up publicity efforts among young people to inform consumers of honey as well as beauty young beauty, and enhance the body resistanceeffects etc, developing the youth market can increase the market share of Wang's.
(3) knowledge era has just begun, with the improvement of living standards, people are more and more attention on the health of self, parents pay more attention to children's health, college students are gradually increasing the level of consumption of green food in the student awareness of the slogan.The strong student market is also expanding sales
as a priority.
Threat
(1) year by the agricultural prices and decreasing of lead honey, honey, raw material costs sharply upward trend emerged this year due to extreme weather anomalies, which has caused the national rape, acacia, honey Zaohua severely cut by raw material cost pressures.
(2)the bee business intense competition from other brands in order to attract more customers through various distribution channels branding marketing activities, while the major bee intend to improve visibility, a great deal in many strong media advertising,Many well-known for expanding into the advertising costs, Wang's responsing to this competition is inevitable, but also put a lot of energy and money.
Product
Brand Name
Wang's Bee Park Co., Ltd. was founded in 1985, Sichuan .After that it went to Zhuhai and founded Wang's Bee Park Co. , Ltd. in 1992. In 1998 it located in Jiangxi Province, the creation of Wang's Bee Park Co., Ltd. of Jiangxi, 2004 troops on the north, establish of Jilin Wang's Bee Park Co., Ltd. ,now it is headquartered in Nanchang. Jiangxi's Wang Wang's Bee Park Co., Ltd. is the parent company of the Group and it is the largest to bee breeding, bee products processing industry, set health care products, food and beverage, pharmaceutical, bee medicines, cosmetics, house real estate, tourism and other
industries as one of the large-scale private enterprise. it also dedicated to bee products in health care, food, beauty and Apitherapy, and many other research and application.
Bee Park Wang's specially collect different plants to produce high-quality flower honey dense, well-preserved mature and long-term medical care inherent in secret ingredient which is a nutrition, health, medical and beauty in one of the honey in the treasures. Wang's Honey has a clean, natural pure, high content of active material characteristics.
Marketing Objectives
Target market
Given the cultural analysis and competitive environment analysisi, we can come to a conclusion that the target market of Wang's honey is India's middle class who has a fixed, reasonable income monthly and support families, having children.
Expected market penetration
Wang's annual production capacity of ten thousand tons of honey scale. Headquarters existing factory area of 200,000 m2, including high standards of bee products processing plant area of 30,000 primary m2, with 6,000 tons of honey ground pool, 3000 m2 dedicated freezer. In Nanchang, Jiangxi, Guangdong, Zhuhai, Jilin Changbai Mountain, has four production bases in Chengdu, Sichuan, more than 20 overseas offices, nearly 3,000 Wang's chain of stores (cabinet) throughout the country. It takes about 20% of the market share.
The relative advantages of the product and pricing strategy will result in a big and profitable share of the Indian market. Sales through distribution will be up to $10 million. And take control of 5% of available market.
Packing
Grapefruit honey tea Processed with Grapefruit and high quality acacia honey as main raw material, free of artificial colors and preservatives, with a soft taste, convenience food, and other characteristics, is a honey drink for all ages. Ginger Honey Tea Processed with Acacia honey and ginger as the main raw material, free of artificial colors and preservatives, with a soft taste, convenience food, and other characteristics, is a honey drink for all ages. Spain lavender honey. Produced in southern Spain, honey boutique, charming with lavender fragrance, delicate taste. New Zealand Manuka honey Manuka commonly known as tea tree, only growing in New Zealand. Manuka honey produced in New Zealand in the pollution, the mellow honey honey, quality slip Fang Gan, like a creamy, honey in the share is. Mexican Plateau honey Amber or light amber, low water content, flavor, enzyme value is high. Rich in trace elements and minerals Wang's Honey Nutritional Wang's Honey (Jing nectar, mountain nectar), set the essence of flowers, the perfect security activity, nutritious, delicious and inexpensive Changbai mountain white honey The product collected from Changbai famous Tilia, Tilia. The species is one of the major features of crystallization of honey, white and delicate, light amber; smell fragrant, unique taste, is a high quality honey from the original forest Ziyunyin honey Natural honey as the main raw material, supplemented Ziyun take liquid refining. The honey fresh grass smell pleasant, sweet but not greasy, Xianjie sweet. Wolfberry honey Wolfberry honey bees Park Wang's use of high technology to extract from wolfberry effective active ingredients, added to high-quality refined honey. The honey is amber in color, rich fragrance, is a rare honey in superior products Codonopsis honey Codonopsis origin Ningxia, northwest Ping righteousness. The light amber honey, trace element content is very high, and the sweet and delicious, fragrant and not tired of people, honesty is rare in the elderly in the top grade honey. jinhua honey Before and after the beginning of autumn, autumn, Jing flowers, bees across it, picking flowers, Lu Jing brewed nectar, light amber, imported fragrant aftertaste. The product collected from East China. Taraxacum honey Taraxacum Asteraceae, formerly known as Po the public grass. \"Newly Revised Materia Medica,\" says: \"Ye like chicory, flowers yellow, off a white sauce, all to entice.\" The honey aroma fragrance, delicious Xianjie food for thought. The honey from the banks of the vast Lake Loquat honey Poem: a fruit production Xishu for Ling spent the early Cambrian. Loquat flowers, when the night man, with light cream, at a sun, absorbing world of Reiki. The cool clear nectar, known in the world, has spread Positioning Strategy
\"A Positioning Strategy results in the image you want to draw in the mind of your
customers, the picture you want him/her to visualize of you what you offer, in relation to the market situation, and any competition you may have\". We will be faced with three main options:
1. Positioning our product against the competitors, 2. Emphasizing a distinctive unique benefit
3. Affiliating your product with something the customer knows and values
Because it is the first time we’ve entered the Indian market, we do a lot research about the competitors. So we give a lower price than the rivals with good quality. What’s more, we’ll have a contact with the local agents for they know better about the local market.
Promotion Strategy
―Sales are the lifeblood of a business, without sales there would be no business in the first place; therefore it is very important that if a business wants to succeed, it should have a sales promotion strategy in mind.‖
There are three types of sales promotion strategies:
A push strategy A pull strategy
A combination of the two
A 'push' sales promotion strategy involves 'pushing' distributors and retailers to sell products and services to the consumer by offering various kinds of promotions and personal selling efforts. What happens here is that a company promotes their product/services to a reseller who in turn promotes it to another reseller or to the
consumer. The basic objective of this strategy is to persuade retailers, wholesalers and distributors to carry brand, give it shelf space, promote it by advertising, and ultimately 'push' it forward to the consumer. Typical push sales promotion strategies include; buy-back guarantees, free trials, contests, discounts, and specialty advertising items.
A 'pull' sales promotion strategy focuses more on the consumer instead of the reseller or distributor. This strategy involves getting the consumer to 'pull' or purchase the
product/services directly from the company itself. This strategy targets its marketing efforts directly on the consumers with the hope that it will stimulate interest and demand for the product. This pull strategy is often used when distributors are reluctant to carry or distribute a product. Typical pull sales promotion strategies include; samples, coupons, cash refunds or rebates, loyalty programs and rewards, contests, sweepstakes, games, and point-of-purchase displays.
A 'combination' sales promotion strategy is just that; it is a combination of a push and a pull strategy. It focuses both on the distributor as well as the consumers, targeting both parties directly. It offers consumer incentives side by side with dealer discounts.
We will choose the combination of the two in order to penetrate into the company.
Methods of sales promotion
What’s more, we’ll use some of the most common methods in sales promotion strategies to attract customers:
Coupons
Price discounting
Gift with purchase offers Sweepstakes Sampling
Mail in offers and rebates Refund and premium offers Group promotions
Frequent user/loyalty incentives Point-of-sale displays
Distribution Strategy
―Establishing the most appropriate distribution strategies is a major key to success, defined as maximizing sales and profits.‖
First of all, we try to make the following questions clear:
Mapping our products to the end-user
Determining customers’ channel preferences and comparing these preferences with actual availability
Recommending new channels, and why
Examining competitors’ strategies and comparing them and their effectiveness with our own
Confidential interviews with the distribution partners to identify areas for improvement, as well as existing strengths to be encouraged
Second, we’ll do
Wholesaler
We will employ at least 2 distributors in India to take title to the product, warehouse it, and sell it to retailers .and they can supervise among them. after 2 years’ operation,
we can transfer to select an exclusive distributor in that market by comparison of their performances.
Retailers
Who win the terminal, who wins the whole market \credo of the major manufacturers, so the retailer really plays an important role. So we must implement innovative marketing strategy, and it should be record of tactics, encourage Services staff to take the initiative to promote ―Wangshi in the terminal market ,the more retailers, the better!
Pricing Strategy
―Pricing is an important strategic issue because it is related to product positioning. Furthermore, pricing affects other marketing mix elements such as product features, channel decision and promotion.‖
We’ll use Penetration pricing pursues the objective of quantity maximization by means of a low price in order to enter into the market quickly.
Pricing Methods
Cost-plus pricing – we set the price at the production cost plus a certain profit margin.(At first, the margin may be very low.)
Price Discounts
The normally quoted price to end users is known as the list price. This price usually is discounted for distribution channel members and some end users. There are several types of discounts, as outlined below.
Quantity discount - offered to customers who purchase in large quantities.
Cumulative quantity discount - a discount that increases as the cumulative quantity increases. Cumulative discounts may be offered to resellers who
purchase large quantities over time but who do not wish to place large individual orders.
Seasonal discount - based on the time that the purchase is made and designed to reduce seasonal variation in sales. For example, the travel industry offers much lower off-season rates. Such discounts do not have to be based on time of the year; they also can be based on day of the week or time of the day, such as pricing offered by long distance and wireless service providers.
Cash discount - extended to customers who pay their bill before a specified date. Trade discount - a functional discount offered to channel members for performing their roles. For example, a trade discount may be offered to a small retailer who may not purchase in quantity but nonetheless performs the important retail function.
Promotional discount - a short-term discounted price offered to stimulate sales.
References of Information
www.baidu.com http://wikipedia.com www.google.com www.jxufe.cn www.economist.com http://www.wsbee.com/ http://www.netmba.com/marketing/pricing/
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