In life, planning books are very common. Planning books are used in various places. So have you prepared your planning book? The following is the "Product Marketing Plan Planning Book 2022" compiled by me for everyone. "General Edition" is for reference only. Everyone is welcome to read this article. Product Marketing Plan 2022 General Edition (1)
1. Foreword
With the gradual deepening of reform and opening up and the rapid development of the market economy, the people’s consumption demand for daily consumer goods is also increasing. Increase, and unlimited business opportunities will appear in the commodity market.
As the capital of xx province, over the past few years, with the efforts of the xx provincial party committee and the provincial government, the construction of the trade city has begun to take shape. Under the influence of strong external impact, the people of xx have gradually It has accepted many new consumption concepts, and it is the first time for large-scale shoe chain operations in xx. For such a new thing, xx citizens who are gradually opening up their consumption concepts will definitely pay more attention to it, and it will also inject a breath of fresh air into the noisy shopping mall.
Judging from the development status of the xx shoe industry in the past x years, the development in scale is relatively rapid. It represents the future development direction of the xxx retail industry and has an extremely broad prospect. But for now, especially for a regional market, how to give full play to the advantages of group and scale and maximize the market development is a crucial issue.
Therefore, in an inland city like xx with numerous commercial buildings, numerous supermarkets and chaotic wholesale markets, how can xx shoe industry stand out from many shopping malls and take the lead?
(一) The purpose of this suggestion is to help more people establish the consumption concept of shopping at chain stores. Chain operations should highlight the characteristics of convenient shopping and considerate service. Scale operation, reduce costs and low prices. Unified distribution center, reliable quality, smooth channels and novel styles. Free maintenance to relieve your worries.
Expand the influence of xx shoes industry and establish the brand image of xx shoes industry.
(2) The proposed implementation period of this plan is from xx, x, 2022 to xx, x, 2022.
(3) The advertising budget of this planning book is within the range of xx yuan.
2. Market information
(1) Marketability
As a consumer product, shoes are essential for everyone and everyone owns them daily The amount is between double.
Since income differences determine differences in consumption levels, the market for high-, medium- and low-end shoes is divided by artificial shopping environments.
The arbitrary price increases and shoddy quality in large shopping malls have made people gradually doubt the quality of shoes in comprehensive shopping malls.
The phenomenon of mixed products in the wholesale market has deterred many consumers.
After-sales service work has not attracted the attention of merchants in this industry, and it is something that is expected but out of reach for consumers. Therefore, it can be judged that the market development of shoe chain operations has reached a stage where it can be exploited, and it is expected that the take-off period of the market will come quickly.
(2) Business opportunities
In recent years, with a few exceptions, major commercial buildings in xx are generally in a state of loss, and their market offensive has been frustrated.
After witnessing the rapid transformation of xx shopping malls from prosperity to decline, xx people’s consumption concepts are becoming increasingly rational.
Since the xx commercial retail market has been relatively chaotic in recent years, it is expected that a clearer brand image will be established only two months after launching a strong publicity campaign.
The shoe industry has good competitive advantages and advanced chain operation models. It launched a strong attack during the period when the advertising investment in each shopping mall was weak, focusing on promoting the uniqueness of xx, that is, using the USP theory Guiding publicity and offensives can produce immediate results.
(3) Market Growth Shoe Industry
The good performance in the past x years can illustrate the safety of chain operations introduced into the market.
The universal acceptance of the shoe industry after its introduction into the market illustrates the shortcomings of the traditional business model and the broad development prospects of chain operations.
The shoe industry is a daily necessity, and the market volume and market scale will be huge after the popularity of chain operations.
With the improvement of living standards, the middle and upper class incomes are increasing rapidly, and they pay more attention to the improvement of the quality of life, the convenience of the shopping process and the comfort of the shopping environment.
(4) Consumer acceptance
The footwear sales market is relatively chaotic and leaderless.
Chain operations are a new thing and can easily arouse people’s curiosity.
The USP and strong corporate culture of the shoe industry can leave a deep impression on the audience.
3. Market research
(1) Setting target
"0! 10 years old": This age group has no purchasing power or cannot decide where to buy. persons shall be excluded.
"11! 17 years old": This age group is busy with schooling and/or entrance exams, but has strong autonomy or self-reliance and has become an important force influencing parents' shopping decisions.
"18! 28-year-old" unmarried men and women: They are in the love season and pay more attention to clothing, and spend more in this area, so they are important targets.
"29, 50-year-old" married women: Not only do they pay attention to clothing, but they also decide what to buy for "0, 10-year-old" children and even "11, 17-year-old" teenagers and married men. The most important object.
"29! 50 years old" married men: This group of people have greater family pressure and heavy work. They do not spend a lot of time shopping. At most, they are companions, which is a secondary target.
"Over 50 years old": Except for special status (such as senior executives), they will not pay too much attention to this aspect. However, since shoes are a necessity, they are still a potential consumer group, but at most they are classified as secondary. object.
(2) Market estimate
Introduction period market: "18, 28-year-old" unmarried men and women and "29, 50-year-old" married women are the potential target consumer groups, among which Taking the middle and upper class of xx as the main target consumer group.
Growth market: In addition, teenagers aged "11! 17 years old" and seniors aged "50 years and above" are the target groups.
Saturated market: In addition, married men aged "29 and 50" are the target group.
(3) Competitive environment
Competitors:
(1) Major commercial buildings in the city and surrounding shoe stores are all competitors, but most shopping malls are in In a state of loss or debt, and the market offensive is not strong, xx (brand name) should be listed as the main competitive target.
(2) The footwear industry appears with a new face and flexible management methods. It should occupy or gradually expand the high, medium and low-end consumer markets of the footwear industry in xx City.
Advertising power:
(1) Shopping malls such as xx (brand name) used to invest more in POP, but now they invest more in newspaper advertisements.
(2) The shoe industry should launch a high-intensity comprehensive offensive from three aspects: television, outdoor and newspapers.
Competition analysis:
(1) xx (brand name) is a leading brand and has its own solid position.
(2) The xx shoe industry is still in the early stage of introduction and brand promotion.
(3)xx (brand name) has achieved a temporary leadership position in xx shopping venues.
4. Consumer research (potential target consumer groups)
(1) Motivation to try new consumption methods.
Enjoy thoughtful service and fair prices.
Feel the purchasing environment and cultural concepts under chain operation.
(2) Personality that is easy to accept new things.
Pursue fashion and follow consumer trends.
I am picky about shopping, but I am not very concerned about price.
Focus on the quality of life and hope to be different.
(3) Habit of shopping in large quantities from time to time.
I like shopping in shopping malls.
Generally do not bargain with small vendors.
5. Disadvantages and advantages in marketing
(1) Disadvantages: The main competitor has occupied the market for a long time, has a strong market, sufficient financial resources, and great market influence. Therefore, we must adopt a super high style in marketing strategy and advertising performance, and use high-intensive budget strategies to restrain competitors.
Consumers are accustomed to shopping in department stores and comprehensive shopping malls.
(Solution) Guide consumers to establish new consumption concepts and let them understand that the one-sided pursuit of convenience will pay the double price of high prices and poor quality, so as to undermine the existing strength of the competitive market.
The initial goals are relatively large and difficult to achieve.
(Solution) Use aggressive promotional themes to win over loyal customers with USP.
The unit price of the product is low and the development cost is too weak (the solution): Target the main target consumer groups and adopt a multi-faceted offensive to achieve intensive results in quantity and quality. Even after the first phase of the landing is successful, additional budgets are added to pursue the victory. .
(2) Advantage chain operation, lower cost.
Large-scale operations can easily generate popularity.
Brand agent, no quality problems.
Other shopping malls have operational flaws.
Provide good after-sales service to gain the trust of the audience.
6. Marketing Channels
(1) Channel guiding principles in the introduction period: While launching a comprehensive and intensive advertising campaign, it should be supplemented by unique marketing and promotion strategies. . The following are x marketing strategies, which can be carried out simultaneously or selectively in conjunction with advertising promotion.
With the theme of "Put on your shoes and come to xx!" and with the help of advertisements in "xx Newspaper", we launch promotional activities at the entrance or lobby of the shopping mall to attract customers. This requires close cooperation with attractive newspaper ads, exaggerated print ads and professional clothing industry personnel.
Gift a single cultural shoe: Design and produce decorative shoes with great personality, expressiveness and high cultural taste (which can also be worn) as gifts to customers to spread the cultural concept and business philosophy of xx shoe industry and business model, and can expand sales to a certain extent.
Gift xx socks: Based on the principle of product complementarity, we design and produce exquisite xx socks and give them to customers. (This is a small collaborative activity, there are many choices) Essay collection activity: Jointly organize an essay collection activity with the theme of "The Story of Shoes" with xx newspaper or xx Morning News newspaper, integrating family ties and love, so as to promote xx culture and expand xx social influence and reputation.
Shoe-hunting activity: The “Looking for the Oldest Shoes” activity was launched throughout xx city and even the province, setting off a trend. We can check the historical style and other aspects, and then hold the "xx Shoe Industry Culture Exhibition" on this basis.
"xx Model" Promotion Month: "xx Shoes Industry" and "xx Model" promotional activities will be held in major company squares in xx City.
Public welfare activities: Set up "xx convenience service stations" at police booths at important intersections in xx city, set up water bottles, cups, air pumps and other items, and contact laid-off workers to set up publicity points.
College Tour: In the form of sponsoring or hosting the "xx Province's First College Graduate Employment Training Series Reports", we will conduct tours in various colleges and universities in xx Province to promote chain operations and carry forward the xx concept.
If the activities can be arranged during Macao’s return and New Year’s Day, the above-mentioned activities can be combined with the general climate to expand the publicity offensive.
(2) Paths to the growth period
This step should be done after the introduction period, with a comprehensive test and evaluation of the preliminary work, and then arrange for consolidated publicity and advertising. offensive and long-term marketing strategies.
7. Advertising Creativity
(1) Guiding Principles:
Pursue distinctiveness, be unconventional, and create strong attraction and shock.
(2) Set strategy
In order to create a high advertising attention rate, use a highly lethal negative attack method.
Emotional appeals and benefit promotion methods to induce consumer demand and accelerate purchasing actions.
An affirmative method to improve differentiation.
In order to enhance the memory of the advertisement, the sound effects and fonts of "one step at a time" are used to highlight the performance.
(3) Advertising theme
TV picture 1: A strong adult carrying a bag on his back is walking on a mountain path, his face covered with sweat, but his steps are strong and powerful.
Voice-over:
"Stride forward!"
Screen 2: A young and beautiful lady is dancing with a man (emphasis on the girl), the dance is graceful, Smile.
Voice-over:
“Dancing lightly!”
Screen three: A businessman in a suit and leather shoes walked into the conference room in high spirits, his steps were sonorous and powerful, and he was full of enthusiasm. Face confident.
Voice-over:
"One step brings glory!"
Screen 4: A group of children are playing games and singing the children's song "You shoot one, I shoot one," "I'm so happy to wear xx cloth shoes", innocent, lively and cute.
Voiceover:
"Healthy growth!"
Screen 5: A football player dribbles the ball forward on the court, volleys hard, and the ball falls into the net.
Voice-over:
“Win every step of the way!”
(Note: The above pictures are all close-ups of the characters’ feet.)
Screen six:
(xx
Voice-over :
(Baritone, strong and powerful):
"xx, one step at a time!
Outdoor plan one:
(1) Banners hung on urban light poles:
"Did you know, xx (brand) is coming to us!", "xx (brand name), one step at a time!"
(2) Design and production
A giant mold shoe is hung in a prominent position in xx Square. The model can be marked with "xx, one step at a time!" and the xx logo.
Noodle cars: Mobile noodle cars can reach every corner of the city and will bring more information to more people.
Advertising words can be set in a unified way, and the address can also be marked. Program Plan 2022 General Version (2)
1. Planning Purpose
This plan mainly targets the marketing of financial products, including online banking, small loan cards, and low-carbon credit cards Four financial products. The purpose is to expand the social influence of xx Bank, enhance its market position, increase its visibility, and broaden its business scope.
2. Marketing environment analysis
(1). Macroeconomic environment analysis:
1. Political environment. my country's current political environment is relatively stable, and there are no serious economic and political conflicts and problems. The state's management has ensured the credibility of the bank and made our residents more stable. Participate in online banking transactions with confidence, and Alipay Cards also have a wider space for issuance. Our country strongly supports innovation and entrepreneurship, which provides a good condition for the development of small loan cards.
2. Naturally. Environment. Along with economic development, human activities have also brought a great burden to the natural environment. The greenhouse effect caused by large amounts of carbon dioxide has made people pay more attention to environmental protection issues. In order to implement the scientific concept of development, we must adhere to "sustainable development". Road, use low-carbon credit cards to create "personal green files" for customers, which is an effective way to save energy and reduce emissions.
3. Economic environment.
At present, the overall economic situation in the world is still severe. The international financial crisis has posed a huge threat to the growth of the world economy, and xx's economy also faces major resistance. However, the domestic macro-economy is showing a stable growth trend. The continuous development of the capital market and the changes in residents' fee structure and financial management concepts have brought good opportunities. The government's support for banks remains strong. Online transactions and encouraging entrepreneurship have all played a great role in promoting the development of the national economy.
4. Competitive environment. After our country joined the WTO, with the influx of international banking giants, world-renowned large banking groups such as xx have opened branches in xx. They have good reputation and high-quality services, which has caused a great impact on some domestic banks. Quite a force. Our banking industry must open up new development space, so at this time we started the development of online banking, small loan cards, and low-carbon credit.
(2) SWORT analysis of financial products
1. Advantages
(1) Information advantage. Postal Bank is located in xx. Due to its long-term service to the local market, Postal Bank has close relationships with local governments and customers. It is familiar with the economic and social conditions within its jurisdiction and has a good environment and market advantages.
(2) Policy advantages. The government should increase investment and preferential policies in rural areas in response to the requirements of building new rural areas. The bank takes supporting "agriculture, rural areas and farmers" and local economic development as its own responsibility. It has clear principles and clear market goals, and it is easy to get support from the local government.
(3) Environmental advantages. Linfen City continues to experience rapid economic growth, environmental and urbanization progress.
(4) Own advantages. Since the reform and opening up, my country's financial industry has developed rapidly. In the entire organizational system of financial institutions, small and medium-sized banks are the most rapidly developing and dynamic group. They are active in the economic field with their unique vitality and vitality, and their role cannot be underestimated. The business scale of small and medium-sized banks is developing rapidly, the economic benefits are good, and the business scope is gradually expanding. This is the development advantage of the enterprise itself.
2. Disadvantages
(1) Popularity. A large number of surveys in the form of interviews, questionnaires, telephone calls, etc. show that the general public and small and medium-sized enterprises know very little about Postal Bank. The small scale and poor convenience will also prevent Postal Bank from becoming the first choice.
(2)Awareness. xx Bank officially opened in June 20xx. The market awareness of it is very low, and its competitiveness is at a disadvantage compared with the four major state-owned banks.
(3)Form. The business field is narrow, product innovation ability is poor, it is unable to tailor personalized and differentiated products for customers, and there is no timely update of the business to attract customers in a novel way.
(4)Staff level. After comparing with other banks, the overall comprehensive quality of xx Bank employees is not high and the level of professionalism is relatively weak.
(5) Service level. There is a lack of effective marketing service system and after-sales service is not in place.
3. Opportunities.
(1) Increase efforts in product promotion and services to expand market share. For example, on-site interactive publicity can be carried out in schools, entertainment and public places so that more people can understand and be exposed to related financial products.
(2) The breaking of policy barriers has given rural small and medium-sized financial institutions huge room for development.
(3) The world's ecological environment is deteriorating day by day, and developing a low-carbon economy has become a global consensus. Carbon trading is the only way for people to use market mechanisms to lead the development of a low-carbon economy. In the context of the low-carbon economy, xx commercial banks should actively respond, face up to the opportunities and challenges brought about by economic transformation, continuously promote financial product innovation, actively participate in the construction of the xx carbon trading market, and gradually establish and improve a low-carbon financial system to meet the future world. Challenges of the new low-carbon economic landscape.
(4) In recent years, the xx banking industry has achieved rapid development. Under the situation of economic globalization, the xx banking industry is facing huge opportunities: the opportunities brought by macro-control to commercial bank operations. Opportunities brought by changes in the economic development model to commercial banks.
In addition, many commercial banks regard real estate development loans and mortgage loans as their main investment directions. In the process of changes in corporate development models, commercial banks must constantly look for new core customers. Among them may be those dealing in new materials and new energy. These industries There will be better prospects in the future.
4. Threats
(1) Under the influence of the world financial crisis, the world economy has not yet bottomed out.
(2) The entry of foreign banks and many newly established small and medium-sized banks have intensified market competition
(3) Constrained by the current policies of some places, expansion to other regions is restricted. limit.
(3) Market competition analysis
(1) my country’s commercial banks are an important pillar of national economic development, the market basis for financial macro-control, and play a decisive role in the national economy. Today, with the accelerated development of economic globalization and financial integration, my country's commercial banks will increasingly be impacted by foreign banks and the multi-layered impact of the global economic crisis.
(2) State-owned commercial banks occupy an absolute monopoly position in my country’s financial system, causing small and medium-sized banks to face realistic market competition pressure. Unfair competition will inevitably occur in a highly monopolized market, and the small and medium-sized banking system faces great challenges. In recent years, due to insufficient market share, weak financial strength, and low electronic level, domestic small and medium-sized banks have experienced three major symptoms: the proportion of their own funds is seriously insufficient. Credit asset quality is low. The business varieties are single and the profitability is low.
(3) If you want to maintain the advantage of competitiveness, you must clearly understand the state of competitiveness, and continuously diagnose, cultivate and consolidate, maintain and expand competitiveness as environmental factors change. The distance between the owner of competitiveness and its competitors. Otherwise, competitiveness will be imitated or even overtaken. Therefore, the prerequisite for doing this work well is to establish a scientific and reasonable evaluation index system to make a timely and correct evaluation of comprehensive competitiveness. Not only will the public know the characteristics of small and medium-sized banks and the advantages of various businesses , and at the same time, banks themselves can also clarify their competitive advantages and market position.
(4) Corporate Image Analysis
xx Bank was formerly xx Savings. The bank adheres to the fine tradition of the People's Postal Service and serves the people, gives full play to its characteristics and advantages in geography, popularity, mechanism and other aspects, takes supporting "agriculture, rural areas and farmers" and local economic development as its own responsibility, and closely focuses on "market-oriented, customer-oriented" Based on the business philosophy of "centered", establish and improve a modern enterprise system, clarify market positioning, rely on modern scientific and technological means, accelerate the innovation of financial products and service functions, highlight personal business and retail business, comprehensively serve people's lives, and actively promote clear property rights and business conditions. Good small and medium-sized enterprises and micro-enterprises have been favored and achieved good social and operational benefits.
3. Analysis of problems faced by the market
(1) High competitiveness:
In addition to state-owned banks, xx currently has many small and medium-sized banks, such as xx , there are also some large foreign banks, such as xx, etc. Compared with it, xx Bank has great deficiencies in terms of popularity, product innovation capabilities, and service systems.
(2) Poor innovation ability:
One of the main challenges facing the xx banking industry is product innovation and service innovation. During the survey, it was found that xx Bank’s online banking and small business Financial products such as loan cards are available in many banks. They are very common and are not unique to them.
IV. Goals achieved by marketing planning
1. Increase visibility, pave the way for better future development of the bank, and achieve its ultimate goal of "becoming a national rural cooperative bank."
2. Follow its bank’s purpose of “based on the local area, supporting agriculture, rural areas and farmers, and serving the community”.
3. Establish a better corporate image, be full of social responsibility, adhere to the scientific outlook on development, and follow the path of sustainable development.
4. Instil the green banking concept of environmental protection into the hearts of the people.
V. Marketing Strategy
(1) Online banking:
1. Provide account inquiries, transfers and remittances to individual customers of xx Bank through the Internet The online banking channel served by the brand is xx. Vigorously promote the inter-bank transfer handling fee as low as x yuan during the promotion period through advertisements in popular places such as buses, schools, hospitals, commercial streets, etc., free transfers within the system, no certificates, no annual fees, and free xx preferential treatment, so that More people know the special business of xx Bank.
2. The opening of online banking will be exempted from certain fees, such as U-shield cost and password reset fee. At the same time, during the promotion period, you will be given a free online banking shield when you open online banking. If you publicize the service of opening online banking to the outside world, you can get additional benefits. Points etc.
3. Online banking can be bound to family members. After family members apply for family cards, if one card does not have enough cash when making online payments, they can directly jump to other family cards for accumulation. There is no handling fee. When you open online banking, you can bind mobile banking at the same time.
(2) Small loan card:
1. In the face of major universities, small and medium-sized enterprises will vigorously promote and encourage aspiring young people in major universities who want to start a business. Help these people with ideas and let them use small loans to realize their entrepreneurial dreams.
2. Promote small-amount loan cards in schools and surrounding entertainment venues. The main financial products must be well-known. Since green consumption and environmental protection are advocated, renewable environmentally friendly paper bags can be distributed and students can write on them with pens. After expressing your thoughts about the future, you can then give a paper bag with relevant introduction to the small loan card.
3. There are active incentives and preferential policies for loans to small and medium-sized enterprises, which can provide a platform for enterprise information exchange. If there are partners with the same idea, they can start a business through a loan from xx Bank.
(3) xx Bao Cartoon:
1. Based on the xx Rural Cooperative Credit Union, the former background of xx Bank, continue to develop Harvest Card and integrate into the new background faster , entering a society with rapid economic development, and based on the preferences of young people, the Alipay function has been added to the Harvest Card, making the Harvest Card more suitable for consumer groups of all ages, wider in scope, and more convenient and faster to use.
2. xx Cartoon can diversify its own activation methods, such as bank counter activation, online activation, mobile phone activation, etc., to make it more convenient for customers to use.
3. xx Cartoon can cooperate with foreign websites. At present, online shopping is only limited to the country. If you want to purchase goods from foreign websites, you usually use overseas purchasing agents. The bank can use this as a breakthrough point to take the lead in cooperating with some foreign shopping websites to improve the bank's special services. .
(4) Low-carbon credit cards:
1. Low-carbon credit cards use environmentally friendly packaging materials to make rational use of renewable resources.
2. Every time a low-carbon credit card is spent, points will be added to the "personal green file", a personal green fund will be established, and the accumulated amount will be used for environmental protection.
3. Combining low-carbon credit cards with xx tourism industry. Print the characteristic attractions of xx on the card, such as xx and other different scenery patterns. To promote green travel, it is recommended that families go out of their homes to appreciate the beautiful scenery, enhance environmental awareness and enjoy their own healthy life after studying and working.
4. Join forces with xx universities and colleges. College students are the most receptive to new things. While cultivating college students' environmental awareness, they can also expand the influence and issuance of low-carbon credit cards of banks and increase bank profits.
5. Set up a "hand-in-hand" package. If more than Increase the throughput limit. The more people handling it, the higher the ratio will be.
6. Specific implementation methods
1. Reduce complexity into simplicity. The process of handling procedures in the business hall is complex and cumbersome, eliminate some unnecessary intermediate links, and improve work efficiency. Improve the network system.
If the business can be handled directly online, write down the specific operation process on the official website to save time.
2. Expand the scale of the enterprise and add multiple outlets within xx.
3. Promote the company and build its reputation. Make a series of advertisements combined with green tourism on buses and TV, and go deep into universities and companies to provide brand promotion services
4. Improve the after-sales service mechanism and take different measures for old customers and new customers to attract new customers and retain old customers. Once there are adjustments within the bank, they should be notified promptly, and the promotion of new businesses should be promptly publicized to every customer.
5. For some other customer groups, the bank can promote sales through door-to-door visits, phone calls, emails, etc.
6. Organize some environmental-themed activities in various colleges and universities, and at the same time vigorously promote the "low-carbon" characteristics of the bank's financial products, vigorously promote xx and other financial products, in order to cater to the current young people The consumer group's green, environmentally friendly and fashionable consumption concepts have successfully opened up the college student market.
7. Actively encourage college students to start their own businesses and lower the threshold for small loans. Increase its popularity among college students by holding some lectures on self-employment.
8. Encourage farmers to take the road of agricultural modernization. Since farmers have low cultural level, the bank should increase publicity on agricultural modernization and stimulate farmers’ interest by playing promotional videos. , successfully entering the rural market with small loan cards.
9. In terms of marketing form, the Bank can conduct sales through door-to-door visits, phone calls, emails, etc.
8. Cost budget
Omitted.