In order to ensure that things or work can be carried out correctly, it is often necessary to make plans in advance. A plan is the detailed rules, steps and arrangements for implementing a specific action. What are the format and requirements of the scheme? The following are five marketing planning schemes that I have carefully arranged. Welcome to read the collection.
The marketing plan 1 xx car has been put into the xx market since xx, and it has been recognized by users for X years. The market sales are increasing day by day, and now there are nearly 8000 vehicles in the xx market.
Xx Investment Development Co., Ltd. officially represented the sales of xx brand cars in July of xx. The company invested 2 million yuan to build the standard xx4s store, which was formally established in X year1October 26th 10, with a total area of 3,000 square meters. At that time, it was a xx4S store in XX area. Since its operation for one year, the sales volume has risen sharply, and it has steadily occupied the market share of economical cars in xx.
In X years 1 month, xx cars sold 8,000 units a month, becoming one of the dazzling economical cars in China automobile market. In order to make a greater breakthrough, xx Group has specially launched a series of promotion policies. In X years, our company obtained the full range of distribution rights of xx cars in xx area, and more importantly, it promoted the overall image of xx car brand. Donate Project Hope in the name of the owner, enhance the social image of xx automobile and xx company, and promote the terminal sales in xx area.
In the face of fierce competition in the sales market, we should do a good job in service and take service as the foundation of survival. Only real value-added services can enhance the reputation of enterprise products and let products spread through word of mouth until sales are realized. The establishment of xx4s shop has enabled xx car users to enjoy the quality service of 4s shop standards, but this is far from enough.
The automobile market in China has entered a fierce competition situation, and many merchants of different brands and grades are constantly launching overwhelming advertisements and promotions to compete for customers' attention.
In the face of such competition, our xx brand should bring forth the old and bring forth the new, seize the "heart" of customers, and carry out more public relations activities with less investment and good results to achieve multiple goals.
I. Market analysis
Xx cars, which made brilliant achievements in China automobile market in X years, still maintained strong growth in X years, and their sales volume broke the historical record. In February, sales reached a new high, breaking through the 654.38+0 million mark. In February, the total sales volume of xx automobile market was 1 1438 vehicles, an increase of 2326 vehicles (25.5%) compared with1October. The sales volume of xx car terminals in our company was 78 units in June, and increased to 15 1 unit in February, with a year-on-year increase of 93.5%. In the same period, the competitive vehicles such as Changan Antelope (186-173 =13) increased by 7.5%, and Tianqi Li Xia increased by 20.5%(4 1-34=7), etc. This month, the sales volume of cars was relatively economical, and the sales trend of xx cars in xx market was good.
Second, customer group analysis
By means of database retrieval, telephone interview and owner discussion, our company investigated the owners of 182 xx in the database according to the factors such as vehicle type, owner's gender, age, education, occupation, use and whether they have extensive love.
Statistical analysis of the survey results: xx car is a domestic economical family car with excellent cost performance, and its owners are mostly concentrated in male consumer groups with annual household income of 50-80 thousand and 25-45 years old; Most of the occupations are middle managers, followed by private owners and marketing personnel; Users buy xx cars mainly for rational needs, traffic is dominant, and business needs are secondary. Among them, car owners who have extensive love and often give alms account for the vast majority. Most customers report that they have long wanted to help poor children go to school after their lives are getting richer. They have been forced to devote their love to people around them for a long time, but they have not done this charity, which shows that most car owners are still caring, charitable, enthusiastic about public welfare undertakings and concerned about social development.
Xx builds a caring bridge for millions of caring car owners. Since March this year, whoever buys a xx car, xx Company will donate 300 yuan to a child who is out of school in the name of the owner.
Third, the idea of activity planning.
Our company launched a preferential car purchase activity with the theme of "helping out-of-school children and praying for the safety of car owners".
Children are the future and hope of the motherland. Children who are extremely poor but academically gifted need social support and attention. Take this as the theme and plan activities. On the one hand, give car owners preferential treatment to meet their personal material needs, and at the same time let them contribute their love to the society and meet their higher social needs. From Maslow's theory of human needs, it is more easily accepted by society, and at the same time, it will establish a good social image of automobile brands and companies. On the other hand, it contributes to social education by donating children who are out of school in poverty-stricken areas.
Fourth, the significance of the event.
Through this activity, the brand xx, xx Group and xx regional agency company-"xx" will be hyped in public relations, so as to enhance the brand image of XX, expand the visibility of XX company, improve its reputation, and finally promote the promotion of marketing and after-sales service, thus creating rich social and economic values.
Marketing plan 1 chapter 2. Purpose:
Brand awareness improved and new product sales started.
Second, the object:
Ten sets of products such as couples' suit series.
Third, the theme of the event:
Hold hands with the sea π, love eternity; Hai π luggage bears witness to your love.
Fourth, the way of activity:
The company headquarters provides event planning, gifts and supervision; Direct stores prepare materials for production and execution.
Verb (abbreviation for verb) Activity time and place:
(Tanabata) August 3 ~6; Direct selling shop
Six, advertising mode:
Pre-publicity (from two weeks before the event)
1. Banners are hung on the main roads of the city.
2. Distribution of leaflets (by region and by post)
Advertisements are published in local morning newspapers, daily newspapers and evening newspapers. 4. Urban electronic display advertisements.
Seven. Activity preparation:
1, staffing:
2. Material preparation (completed two weeks before opening)
Banner ads, street signs, brochures, balloons, POP ads, X-stands, theme poster making 2. 1 Outside the store, theme poster: hand in hand with the sea π, love forever.
2.2 Flag: "Hai π package witnesses your love" on the front, "New products on the market" on the back, and the theme of the 2.3X booth is the same as the poster.
2.4 Small brand POP advertisements are placed in the exhibition area of their respective product series. 2.5 Banner: The sea π package bears witness to your love. 2.6 The contents of the leaflet are the same as those of the poster. 2.7 Others: business cards, gifts and ribbons.
3. Activity plan
3. 1 All couples who enter the store will be given a mascot "pat" directly by the welcome guest;
3.2 You can enjoy a 50% discount when you come to the store to buy a new couple series suit with the company leaflet;
3.2 Successful buyers of the new couple series will receive a delicious Valentine's Day gift package worth 58 yuan.
4. Creating the atmosphere of storefront terminal (unified visual image of Hai π, completed one day before opening)
4. 1 surrounding blocks
4. 1. 1 Advertise the adjacent streets and urban main roads of the store;
4. 1.2 Street signboard publicity near the store;
4.2 Outside the specialty store
4.2. 1 Set up a lift-off balloon in front of the door;
4.2.2 The building is hung with giant color vertical markers; 4.2.3 The door is decorated with balloons and bouquets;
4.2.4 Set up a large-scale theme poster (special for opening) in front of the store to announce the opening surprise activities.
4.3 In-store
4.3. 1 The store should have a hostess and a shopping guide.
4.3.2 Specially set up a new product promotion activity area and a business publicity desk to display promotional materials, gifts and souvenirs.
Equipped with specialized personnel to provide consultation, lottery tickets and gifts.
43.3 The store's top and shelves are decorated with balloons and bouquets.
43.4 Hang the popular flag at the top.
4.3.5 In-store theme poster (special for new products) publicity.
4.3.6 Distribution of leaflets on site.
5.4 Software and hardware facilities
5.4. 1 Display, props, lighting and sound, etc. , should meet the requirements and image of Hai π brand personalized theme terminal.
The style and tonality of publicity are consistent.
5.4.2 The gfd and service specifications of store clerks and cashiers shall conform to the brand image of Hai π.
Reflect each other.
6. Preparation before the event
6. 1 Store employees are deeply familiar with the theme and form of this activity;
6.2 During the activity, the shopping guide, promoter and executive director should arrive at their posts in advance to confirm the preparations.
In place;
6.3 Put up theme posters before business every day to see if there are other promotional materials and promotional gifts;
6.4 leaflets are placed in the store for customers to collect;
6.5 Set up a business promotion activity area and a business publicity desk, with a special person in charge;
6.6 Special personnel shall be responsible for preparing materials: banners, posters and promotional gifts, and distributing gifts to prevent unauthorized use.
Accept gifts;
6.7 Put away pictures such as theme posters after business every day;
7. Guidance and supervision of the promotion process
7. 1 The supervisor is responsible for tracking the implementation of promotional gifts, and the terminal stores in this area;
7.2 The supervisor is responsible for on-site guidance and supervision on the promotion of the terminal market in this region;
In Huizhou, with the rapid development of economy and the continuous improvement of people's living standards in recent ten years, tourism has also grown rapidly. However, as a travel company providing intermediary services in the tourism industry, it failed to keep pace with its development, not only failed to make huge profits from it, but also failed to do a good job in organizing overseas travel. In view of this situation, we take Huizhou XX Tourism Company as an example and plan a marketing plan.
I. Market analysis
1, marketing environment analysis
With the rapid development of Huizhou's economy, the continuous improvement of people's living standards, the increasing popularity of modern means of transportation, and Huizhou's unique tourism resources, the development of tourism can be described as unique. In addition, the policy of "China Excellent Tourism City" put forward by the municipal government provides a good macro environment for the development of tourism.
2. Market potential analysis.
In addition to the above conditions, as Huizhou is a newly developed city, people's living standards have suddenly improved. The development of tourism has made the concept of tourism deeply rooted in people's hearts. People are not satisfied with their present lifestyle, and want to go out of Huizhou and have a look and walk in the outside world.
3. Analysis of competitors
In Huizhou, there are more than 30 travel agencies, and the services provided by each other are similar, with little difference. Therefore, fierce market competition has formed, and each company can get a small market share.
4. Service analysis
In Huizhou, the services provided by travel agencies are not very complete, and the advertising is far behind the travel agencies in other cities.
5. Market performance of the company
The popularity is ok, but the reputation is not high, the product price is too high, the variety is not enough, and the selectivity is small. The foundation of the company's survival is state-owned enterprises, and the government has given strong support.
Second, the company diagnosis
The company was established in 1986 and 10. It has been running for more than ten years, but its reputation is still very low and its scale has not expanded. What factors have affected its development? Through investigation and study, it is found that:
1, extensive management, especially in the marketing system, failed to establish a scientific, professional and efficient marketing team.
2. Lack of marketing talents. Due to the shortage of marketing talents, they only know how to provide services, but they don't know how to open the market; I only know how to save money, but I forget to increase the investment in advertising.
3, without market research, if any company does not have market research, it is like letting the blind touch the elephant without knowing the result in advance.
4. Lack of marketing skills. Due to the lack of marketing talents, the marketing level of services is very low. There is no market research, strategic planning, long-term planning, unsystematic marketing planning, vague advertising positioning, insufficient strength, backward technology, blind market development and no focus.
5. The packaging method of service is too backward, and the variety of packaging is not novel enough to attract tourists.
Third, strategic planning.
1, strategic thinking: draw a clear line with other travel companies, avoid price wars, attract tourists by packaging, and provide more value for tourists. At the same time, develop strategic cooperation with other tourism companies and optimize resource allocation.
2. Strategic steps: establish a brand and be a local boss; Strengthen the brand and be the boss in Guangdong; Extend the brand and squeeze into the forefront of national tourism enterprises.
3. Strategic deployment: Take Huicheng District as the key market, extend to the surrounding counties, then expand to Guangdong, and then go to the whole country after stabilizing its position.
4. Positioning of consumer groups: focusing on institutions, enterprises and institutions, and taking families, students and individuals as the starting point.
Fourth, marketing strategy.
(A) marketing philosophy
1, brand concept: provide safe, warm and comfortable services and save money for you.
2. Marketing concept: Based on modern tourism marketing theory, combined with the actual situation of the company, formulate a set of practical marketing programs.
marketing mix
1, tourism product/service combination
(1) product mix: Different from other industries, tourism products have their own product mix, which provides services such as travel distance, employee behavior, appearance and uniform, transportation equipment, communication with passengers and other public.
(2) Features of product mix: It is not enough to provide travel services only. Only by highlighting the personality of employees' service attitude and activity arrangement to passengers can differentiated marketing be carried out.
(3) Extension of service: In addition to group tours, you can also engage in ticket collection business for planes and trains related to tourism.
2. People
(1) Employees: These people are tools for tourism companies to make money. Therefore, employees should choose those who have strong contact ability, flexible behavior and appeal, encourage and retain employees, strengthen the control of employees and ensure the quality of service.
(2) Customers: These people are the foundation for the survival of tourism companies. How to subdivide them and give them high-quality and high-quality services is the key, because customers are God.
Step 3 pack
(1) packaging type: different products should have different packaging, and the same kind should also have different packaging, so that passengers feel that it can bring him more value. Specifically, we can use all-round packaging, traveling sightseeing packaging, special activity packaging, holiday packaging, seasonal packaging, off-peak packaging, group all-round packaging and other different packaging.
(2) Packaging pricing: based on the consideration of fixed cost and variable cost, customer volume and marginal profit (minimum profit point), the price decision is made.
Step 4 assign routes
(1) We must cooperate with all the members in the distribution channel who act as tourism intermediaries, such as operators, agencies and tourist destinations. , to ensure a smooth journey.
(2) The specific measures are as follows:
A, study and choose the "segmentation" of trade.
B, determine the positioning means and marketing objectives.
Establish a promotional portfolio for travel agencies, such as commercial advertisements, commercial promotions, trade exhibitions and brochures.
5. Advertising and promotion strategies
(1) advertising plan
A, set the advertising target to convey information to tourists, persuade them to travel, and at the same time form a "word of mouth" advertising effect.
B, hire an advertising agency to advertise, so that advertising can achieve professional results.
C. Make an advertising budget to ensure that the advertising expenses will not exceed the budget.
D, consider the possibility of cooperation, and make use of advantages to jointly advertise with the government to expand its influence.
E, determine the advertising information strategy, to ensure that the advertisement is creative, so as to convey the information concept through the advertisement and influence the passenger's choice.
F, when choosing advertising media, try to combine newspapers, television, magazines, direct mail advertisements and other advertising media, so that all kinds of media complement each other and ensure the best effect of advertising.
(2) Personnel promotion: the main markets are various tourism agencies, and this market share is expanded through business personnel.
(3) Promotion and trade show: If there are many discounts for ordering, we should cooperate with other industries and combine them with their public activities, so that they can use sales to issue travel vouchers. In terms of trade exhibitions, we mainly hold tourism and sightseeing exchanges to expand our influence and show the company's good image to the outside world.
(4) Event marketing: shaping the company's image, improving the company's reputation and guiding consumers' consumption.
(5) Public relations publicity: hold public relations activities for special events such as celebrations and increase publicity. At the same time, we should be prepared for crisis public relations to ensure timely remedy so as not to damage the company's image.
Verb (abbreviation for verb) marketing budget
1. Budget allocation available from the company.
2. Determine the marketing objectives.
3. Budget the expenses required for each promotion combination and other management expenses.
4. The effect that the budget can achieve.
Chapter 4 Presentation of Marketing Plan: Hotel Leaders
Recipient: each department (office) Recipient: Marketing Department.
Time: xx year xx month XX day
Cause: The Dragon Boat Festival promotion plan (the fifth day of the fifth lunar month) is a traditional festival in China. In order to promote the hotel's operating income, the hotel plans to take the Dragon Boat Festival as an opportunity to launch Huatian Brown promotion activities. Details are as follows:
1. Activity purpose: Through the activities, we will create a rich festive atmosphere in the hotel and bring special questions to the public.
At the same time, create a new highlight of hotel catering.
Second, the theme of the event: Huatianzong Dragon Boat Festival.
Three. Activity time: XX, XX, XX -XX, XX, XX.
Fourth, promotion measures:
2) Sales policy
If the one-time purchase amount reaches more than 5000 yuan, you can enjoy a 15% discount and give away the standard room;
If the one-time purchase amount reaches more than 10000 yuan, you can enjoy a 10% discount and give a luxury room;
If the one-time purchase amount reaches more than 20,000 yuan, you can enjoy a 15% discount and get a standard suite.
3) Hotel employees' discount authority:
Food and beverage managers and marketing managers can enjoy a minimum discount of 15%. If you need a lower discount,
You need to get the approval of the general manager of the hotel (note: sales below 20% discount are also counted, but
Do not enjoy the commission reward).
Verb (short for verb) Task assignment:
Total task of Zongzi: 200,000 yuan (target task: 300,000 yuan) Food and Beverage Department Sales: 40,000 yuan Marketing Department Sales: 40,000 yuan.
Other departments * * * total 1.2 million yuan. The specific task arrangement is mainly to calculate the percentage of staffing of each department in the remaining tasks, the nature of the work of the department timekeeper and the front and back office, the close relationship with customers, and the actual completion of the sales task of Zongzi in 20xx. The specific distribution is as follows:
(Remarks: The statistics of Zongzi are jointly conducted by the Finance Department and relevant departments, and they supervise each other to ensure the accuracy of statistical data. )
Six, reward and punishment scheme:
In order to encourage all hotel staff to actively participate in the sales of zongzi and strive to complete the sales task of zongzi this year, the hotel has specially formulated the following reward and punishment scheme for zongzi sales: 1) reward:
Any department, team or individual who sells zongzi will be awarded 4% commission for basic tasks and 6% commission for excess tasks when completing departmental tasks (note: suppliers and engineers will give half credit settlement rewards). 2) Punishment:
For departments with unfinished tasks, the monthly salary of the department manager shall be deducted according to the proportion of unfinished tasks. VII. Publicity and venue layout:
1. The lobby propaganda banner is hung at the main entrance of the hotel (the content is reported separately); 2. Set up a product display table in the lobby on the first floor of the hotel (the scheme is attached);
3. In-store POP promotional advertisements, TV startup advertisements and elevator advertisements; 4. Design and print zongzi brochures and tickets. Eight. Cost budget: (* * * 2388 yuan)
Sales department
Article 5 of the marketing plan 1. Activity background:
When autumn comes, the market enters the off-season of sales. With the help of National Day, lead the market merchants to light up for the second time this year.
Large-scale promotional activities of theme decoration. Take this as an opportunity to expand the popularity of Xinxin Lighting Fashion Experience Hall. Recently, some newly-built residential quarters have been handed over. Other markets have also launched promotional activities this season to check for leaks and fill gaps.
Fill this gap, continue to carry out marketing activities, and cultivate the active marketing awareness of market merchants. Second, the purpose of the activity: set off a new round of promotion climax in the lighting store, expand market visibility, and win the last marketing war this year.
Third, the theme of the event:
The first lighting festival of xx Lighting was grandly opened, and the National Day was polite and grateful.
Fourth, the activity time:
20xx September 28th -20xx 65438+1October 8th V. Venue:
Form of intransitive verb activity: store promotion is the main part, and package discount is the highlight.
Seven. Activity content: Xinxin Lighting Fashion Experience Hall
1, buy a lamp send warm.
During the activity, buy lamps in any lamp store of Xinxin Lighting, and get a fashionable water cup for free with the receipt (the single bill must be within 200 yuan).
2. Make up your mind to win a gift
On the day of the event, you can participate in the lucky draw with the shopping receipt. (first prize: a heater; Second prize: a rice cooker;
Third prize: an electric kettle; Fourth prize trophy; The fifth prize is a pack of tissues. One ticket can only participate in the activity once.
The seal is invalid. (Take consumption 1 000 yuan as the standard, and integer times as the number of participation)
3, sign in to send peace
On the day of the event, you will receive a beautiful gift when you sign in. Until it is delivered. (Staff arrange sign-in and gift)
4. Log in to send moon cakes
During the event, the old customers who bought lighting during September 1-1October1will get a box of exquisite moon cakes in the store.
Eight, marketing promotion:
(1) Collection of customer resources in retail channels:
A. Media promotion: radio, newspapers, people's square electronic screens, outdoor large-scale advertisements, dm folding publicity and other ways to attract customers to participate in activities;
B. Terminal interception: marketers go to various communities with dm leaflets, directly face the end customers and launch publicity; Part-time propagandists go deep into crowd gathering places with leaflets and distribute dm leaflets in a targeted manner.
C. Telephone and SMS invitation: new and old customers are invited again, and the probability of customers' second purchase is improved.
D. Set up a group buying team: Set up a group buying team and enjoy the group buying price, mainly for the community that just handed over the house.
E. required materials: dm folding.
(2) Customer resource collection of wholesale channels
Media promotion: publicize the information of this event through the media.
B. Telephone and SMS invitation: Dealers invite their dealers to participate in activities by telephone and SMS.
C required materials: dm folding.
Nine, the media delivery plan:
X. Division of responsibilities:
XI。 Activity flow:
A, (9: 58— 1 1: 58) and (14: 58— 16: 58) individual special activities.
B, sign in and give gifts (9: 00- 16: 58)
C. Wheel of Fortune (9:58—— 16:58)
D, ordering gifts (9: 58- 16: 58)
Twelve. Activity budget:
Media publicity expenses: 20,000 yuan
Atmosphere layout cost: 50 million yuan * * * about 25,000 yuan.
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