Sample product planning letter format (1)

As a boutique series item of the xx product line, the position of xx brand series wine in xx’s product strategy is very important. It can at least raise the level of the xx brand connotation and make the xx brand form an overall brand impression and profile in the minds of the consumer public. We should also see that the rich historical and cultural heritage of xx wine is enough to support the xx brand in liquor. Marketing operations in high-end markets. xx Haomao Wine jointly developed by xx Liquor Co., Ltd. and Shaanxi Baoji Cigarette Factory is a successful example. The successful operation in Shaanxi Province not only established our business confidence, but also provided us with a case that we can refer to.

Shaanxi Province is the nest of xx liquor. The brand support, marketing power and product profitability are in a very important strategic position in the national market. How far the Everlasting Series wines can develop in the regional market of Shaanxi Province will directly affect the strategic planning and deployment of the overall market. "One hair affects the whole body." The core issues brought to us by the product positioning strategy and regional market planning ideas are: how to quickly and correctly enter the Shaanxi market for our everlasting series of products, and how to ensure the cultivation of the marketing model of our products Success, how can we quickly put our marketing actions into a virtuous circle? To solve these problems, we need to consider it from an overall perspective. "If you don't think about the overall situation, you can't think about a region; if you don't think about the world, you can't think about a moment." When formulating this plan, we will try our best to be comprehensive, thoughtful and Based on the principles of being detailed, objective, fair, and highly operable, we integrate various marketing resources to make our products "if they don't make a sound, they will become a blockbuster; if they don't fly, they will soar into the sky."

Market background analysis:

The liquor industry is currently in a highly competitive marketing field, especially in the camp of mid- to low-end liquor products, the competition is more intense . According to the analysis in the "China Liquor Industry Development Report", among the liquor products, the output and profits of high-end and high-grade liquors are "pyramid" and "inverted pyramid" types respectively. The proportion of high-end liquor is smaller, about 20%, but the created The profit is the largest, accounting for more than 50%; the proportion and profit of mid-range liquor are both about 35%; the proportion of low-end liquor is the largest, but the profit is the smallest. Although enterprises currently mainly rely on low-end wine to occupy the market and create brand image, where is the profit growth point? The answer is in the mid-to-high-end liquor market.

In this context, "xx Brand" builds the company's marketing management system with two important strategic ideas: "integration of strategic alliances" and "maximization of profit centers", in order to achieve the goal of establishing a strong relationship with dealers. A strategic win-win. With its unique product positioning and price positioning, the xx brand series liquor will surely occupy an important seat in the mid-to-high-end liquor market.

Shaanxi Province is divided into three regions, the northern Shaanxi Plateau area, the Guanzhong Plain area and the area south of the Qinling Mountains. In the Shaanxi-Kunming and Guanzhong regions, 52-degree wine sells best, while in the south of the Qinling Mountains, 46-degree wine sells relatively well. From the perspective of aroma type, Fengxiang wine accounts for a larger proportion in Hanzhong area, and strong-flavor wine dominates in northern Shaanxi and south of the Qinling Mountains. From the perspective of the province, strong-flavor wines account for 70-80%, and Feng-flavor wines account for about 20%.

As one of China’s seven leading consumer cities, Xi’an is home to many well-known domestic brands of liquor. As an important protected brand in Shaanxi Province, xx wine is a representative of Feng-flavor type. It has a long history and a large consumer group. Xi'an is the main sales city of xx wine. According to the survey, its market share can reach 17.1%. It can be seen that Xi'an people have a strong interest in xx wine. The paranoia and loyalty of xx wine.

SWOT analysis

Advantages:

1) Supported by intangible assets of xx brand.

2) There is classic quality assurance.

3) It has an advanced “strategic alliance integration” and profit center maximizing marketing model to minimize dealer risks.

4) A marketing team with profound theoretical foundation and rich practical marketing experience assists dealers in developing the market together.

5) Hire a well-known domestic alcohol marketing planning company to conduct full tracking and planning.

6) Terminal management is the core idea of ??marketing strategy and tactics, building a deep and rigorous marketing network.

Disadvantages:

1) Strong regional character. Although it is one of the four famous wines in China, its development trend and influence are far inferior to those of Maotai, Wuliangye, Jiannanchun, etc.

2) The policy space provided to dealers occupies an obvious disadvantage compared with similar competitive products.

Opportunities:

1) The high-end market of xx brand has not performed well in the country. The entry of xx brand series wine has just filled this gap.

2) Mass consumers are increasingly recognizing high-end liquor products.

3) The competition pattern of the high-end liquor market in Shaanxi Province is not very clear yet. The barriers to entry of xx brand series liquor into the market will not be very high by taking advantage of xx’s geographical advantages.

Problems:

1) The original cost of the product is high, which puts us in a relatively passive situation when formulating dealer policies.

2) The product line is short and there is no wide range of products. The content of the product line must be enriched, and there must be clear and large differences in price levels. Product line items with terminal prices between 50 and 200 should be included in the company's strategic planning as soon as possible.

3) The xx brand’s actions in the national market are not very strong and are highly regional.

Marketing strategic planning

Core strategic idea: "Soldiers are defeated by the enemy, and water is controlled by the place." The formulation and execution of marketing strategies must be based on the principle of "adapting measures to local conditions and tailoring policies to specific situations". On the basis of following the basic guiding ideology of marketing strategies, we must constantly innovate and seek differences in tactics, and constantly seek and discover differences with other competing products. Differentiated content. Use the tool of integrated marketing communication to spread the brand content of the xx brand series products extensively and deeply.

1) Strategic objectives:

1.1 Shaanxi Province will ensure sales revenue of 15 million from December 20** to the end of December 20**, and strive to complete 18 million and move towards 20 million sprint. The proportion of investment in advertising expenses is controlled between 10---15% throughout the year.

1.2 Ensure that the brand awareness of the xx brand series of wines reaches the first place among similar competitive products, and the market share reaches the first place.

1.3 Taking prefecture-level cities as a marketing strategic unit, the network construction work of 11 prefecture-level cities has been basically completed.

2) Strategic planning:

2.1 Determine the strategic positions of the four major regions in Shaanxi Province: Xi'an, Yulin, Weinan, and Baoji.

Xi’an is governed by: Xi’an and Shangluo.

Yulin is governed by: Yulin, Yan'an

Weinan is governed by: Weinan, Tongchuan, Xianyang, Hancheng.

Baoji is governed by: Baoji, Hanzhong, and Ankang.

2.2 Xi’an is determined to be the marketing command center of the Shaanxi provincial market and is also designated as the strategic central market of the five northwest provinces.

2.3 From November 20** to the end of 20**, the network deployment rate in the four major regions reached more than 80%.

2.4 Market managers in the four major regions have completed the role transformation from prefecture-level regional market management to provincial-level regional market management, and have truly become a talent training base.

3) Strategic alliance:

Promote a marketing model that integrates manufacturers’ strategic alliances and maximizes profit centers. Consider from the perspective of strategic alliance and build a first-level marketing network. Develop first- and second-tier networks and retail terminals into strategic alliance members. From the perspective of profit center maximization, do your best marketing efforts to flatten the channel.

4) Strategic deployment:

The core of strategic deployment is: "three-step implementation of one campaign."

One battle is the online channel war for product lines.

The three-step implementation is based on this campaign as a platform. The next stage will be strategically divided into three steps:

The first step will take three months to build the xx brand series. The first-level marketing network for products in Shaanxi Province is to establish a strategic central market based on prefecture-level cities.

The second step takes four to six months to build a terminal marketing network in the four strategic regions of Shaanxi Province, that is, establishing a tactical center market with terminals as each regional market and extending to each region. The terminal of the county market under its jurisdiction. Cultivate a market with an annual sales volume of RMB 10 million.

The third step takes six months to build a terminal marketing network for 11 prefecture-level cities in Shaanxi Province, including the county markets under their jurisdiction, that is, establishing a tactical center market with terminals as regional markets and extending to counties. The end of the market. Cultivate a market size with annual sales of 15 million to 20 million.

The strategic steps are as follows:

Marketing strategy

1. Product strategy

Product packaging specification strategy:

Following the central idea of ??the company's marketing strategy, it is planned to determine the xx brand as the main brand, and Huashan Sword and Hundred Years as the sub-brands. The long-lasting growth drives the development of Huashan Lunjian and Centennial Sub-brands. In terms of product alcohol promotion, taking into account the preferences of consumers in Shaanxi Province for wine quality, taste, and aroma, and the greater recognition of higher alcohol alcohol wines, it is planned to initially determine the main product categories with 45 degrees or 52 degrees.

Price strategy

The xx brand boutique series of wines has enriched the content of the xx product line and guaranteed support for the high-end market of xx products. Considering the special target consumer group of xx wine and the target market it faces, the terminal price is set in a price system between 300 yuan and 450 yuan. We feel that the brand connotation of xx wine and the current marketing performance of xx, More marketing efforts and support are also needed to support the effective operation of the product in this price band.

In view of the xx good cat as a comparison, the xx brand series wine operates within the framework of this price policy system. Although a group of consumer groups are restricted, our profit margin is much larger in terms of unit cost. If the strategy is appropriate, overall, this price system can also support the annual sales of 15 million to 20 million in the Shaanxi regional market.

Channel strategy

Basic idea: Based on the company's overall channel planning ideas and combined with the current situation of the high-end liquor market operation in Shaanxi Province, the basic channel strategy in Shaanxi is determined to be: based on prefecture-level regions The market is a marketing strategic unit that extends downward.

The specific explanation is: taking the prefecture-level regional market as a basic unit of marketing strategy and extending downward, it is a basic carrier of the "1+1+N" model. For the regional markets in Shaanxi Province, the first 1 represents XX wine industry; the second 1 represents the general distribution of municipal regional markets; N represents several retail terminals, realizing the flattening of channels in a true sense. change.

This model is different from the "1+1+N" model promoted by century-old stores. It directly eliminates the distributor link. For general distributors in prefectures and regions, Although a lot of marketing work has been added, the profit potential has been greatly expanded. The role of Shaanxi Tianju Company in our model is very suitable.

The central strategic ideas of "integration of strategic alliances" and "maximization of profit centers" are also the essence of this model.

XX Liquor Industry is the national logistics center. It controls advertising, arranges unified promotional activities, and monitors the healthy development of the network. The regional general distribution is the regional logistics center and controls the terminals at the same time.

The basic process of channel operation is shown in the figure:

Setting up the regional management system:

1. Organizational chart:

Note: 2-3 people are tentatively planned for the initial stage of preparation

Planning management system

1. Marketing objectives and breakdown:

From December 20** to 20 In December **, we will ensure that sales revenue reaches 15 million, strive for 18 million, and sprint towards 20 million.

2. Plan decomposition:

Monthly decomposition table of Shaanxi Province’s market sales plan target volume:

Sample product planning letter format (2)

1. Marketing plan

Conceptual explanation

A private company marketing plan is a company’s plan for products or services based on certain standards (such as business objectives, market research, etc.) Written materials that make specific arrangements for sales in terms of people, finances, materials, etc.

Key points for writing

A marketing plan usually includes the following contents: ①Plan summary. ②Marketing status. ③Marketing goals. ④Marketing strategy. ⑤Marketing plan. ⑥Activity budget. ⑦Marketing monitoring.

Sample sales plan

Annual sales plan of ×× company

Chapter 1

Basic goals

The annual sales target of our company for (3) Each sales department person/month: ×× USD or more.

2. Benefit target (tax included): ×× million US dollars or more.

3. New product sales target: ×× million US dollars or more.

Chapter 2

Basic Policy

The company’s business organization must be such that all employees are proficient in their business, have a stable mind, and have a sense of crisis. And when you are moving effectively, you no longer need to make any changes.

2. To implement minority elitism, we must devote all our energy to work regardless of mental or physical strength, so that work can develop in the direction of high efficiency, high income, and high distribution (high salary).

3. In order to enhance the agility and speed of functions, the company will delegate authority to a large extent so that personnel can make decisive decisions to achieve the above goals.

4. In order to achieve responsibility goals and establish a responsibility system, the company will implement the policy of heavy rewards and heavy penalties.

5. In order to complete the regulations and rules, the company will strengthen various business management.

6. XX Co., Ltd. and our company have a written agreement on transactions and abide by each other's responsibilities and obligations. Based on this stance, the company should strive to achieve budget targets.

7. In order to promote sales in retail stores, a sales method system should be established to transfer the original buyers' market to a seller's market, so that the company has the right to dominate agency stores and retail stores.

8. Target retail stores and commit to training and guiding them on promotional methods to further stimulate demand.

Chapter 3

Business Organization Plan

1. Internal Organization

(1) XX Service Center will be upgraded to a business office , to promote sales activities.

(2) Establish a new business trip office (or service center) within the jurisdiction of the XX business office.

(3) The food department was disbanded and its personnel were transferred to the ×× sales office to devote themselves to promoting sales activities.

(4) The business organizations under the above new systems will temporarily maintain the status quo and not make changes, so as to establish their respective responsibility systems.

(5) If there are any deficiencies in the handling of business, we will make improvements as appropriate.

2. External organizations

The trading organization and system will maintain the old sales method of the company → agent → retailer.

Chapter 4

Retailers’ promotion plan

1. New product sales method system

(1) Bringing the world’s most powerful brands The ×× retail stores are divided into regions and adopt a sales method system for new products in each divided area.

(2) The new product sales method means that each person is responsible for about 30 stores, and visits once a week or every other week, taking the opportunity of the visit to supervise and reward sales, conduct surveys, services and Sales guidance, technical guidance, etc. to promote sales.

(3) The total amount of the company’s products sold by the above ×× stores must be twice that of the past.

(4) The inventory level must be maintained within the limits of one month’s inventory for retail stores and two months’ inventory for agents.

(5) The duties and handling criteria of the sales manager should be made clear.

2. The establishment and activities of the new product collaboration meeting

(1) In order to carry out promotional activities promoted by new product sales methods, in addition, major retail stores around the world With the store as the center, new product collaboration meetings should be set up according to regions.

(2) The main contents of the new product collaboration meeting generally include the following 10 items:

1. Distribute and send relevant magazines;

2. Give away copies The person in charge of the company's products wears a tie clip;

3. Installs the signboards of the cooperative stores in each region;

4. Distributes the trademarks to the cooperative stores in the city;

5. Sales competition among cooperative stores;

6. Distribute advertising leaflets;

7. Actively support dealers;

8. Hold seminars , seminar;

9. Add a counter for young people;

10. Introduce new products.

(3) The cooperative meeting is informal in nature.

3. Improve the responsibility awareness of retail store clerks

In order to enhance the concern of retail store clerks for the company's products and enhance their willingness to sell, the following implementation points should be strengthened:

(1) Bonus incentive strategy - every time a retail store clerk sells the company's products, he or she will receive a sales card. When the number of sales cards reaches 10, a bonus will be given to the employee to increase his willingness to sell.

(2) Personnel coaching

1. The person in charge can provide educational guidance during the visit to improve the sales skills and product knowledge of the retail store clerks.

2. Sales personnel can personally stand at the front of the store to receive customers, demonstrate sales actions or give technical explanations, so that retail store clerks can receive indirect guidance.

Chapter 5

Plan to expand customer demand

1. Confirmed advertising plan

(1) New product sales method and system Before making a decision, we will focus on personnel visit activities for the time being and regard advertising activities as future activities.

(2) Check the advertising media again to ensure that the advertising plan achieves the goal of creating maximum results at the minimum cost.

(3) In order to achieve the two aforementioned goals, sufficient research should be done on advertising and publicity techniques.

2. Make full use of the purchase survey card

(1) Check the recycling method and survey method of the purchase survey card to truly understand the customer's true purchasing motivation.

(2) Use the survey statistics of purchase survey cards, new product sales method system and customer survey card management system to accurately predict demand.

Chapter 6

Management and statistics of business performance

1. Management system of customer survey cards

Utilize the sales staff of each retail store The customer survey cards returned will be used to calculate the actual sales performance, or to reform the product sales method system and perform other management based on these.

(1) Statistics of sales of ×× stores based on business offices and regional divisions;

(2) Statistics of sales other than ×× stores based on business offices ;

(3) Several other sales statistics must be produced for each business office.

2. Based on the above statistics, you can observe the sales performance of each store and understand the activity performance of each responsible person, the sales performance of each product type, etc.

Chapter 7

Establishment and control of operating budget

1. The operating budget and the expenditure budget must be established. The decision of the expenditure budget usually depends on the operating performance. adjust.

2. Various budgetary standards and essentials must be improved and turned into a model book, and contracts must be exchanged between the headquarters and each business department.

3. Determine countermeasures based on the budget, statistics, comparison and analysis made by each business department.

4. Managers of business departments should formulate departmental business policies and plans by year, period, and month, and submit them to the department for revision and finalization.

Product planning letter format sample (3)