Format and model essay of product marketing plan (1) 1. Planning purpose/overview.
In the early stage of starting a business, there is no systematic marketing strategy, so it is necessary to plan marketing plans according to market characteristics.
Second, analyze the current marketing environment.
(1) market situation analysis and market prospect forecast
1. Marketability, actual market and potential market conditions of products.
2. Market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.
3. Consumers' understanding, this information needs planners to use their own information to analyze the product market development prospects.
For example, in the marketing advertising planning case of a brand mouthwash "DENNET" in Taiwan Province Province, the planner made a wonderful decision on the product market by analyzing the risk of DENNET's entry into the market. As pointed out in the product market growth analysis:
① The good performance of the similar product "Li Shidelin" shows that "Germany" has little risk of entering the market.
(2) Another similar product "Su" is widely understood in the market, which shows that "Li Shidelin" is defective.
(3) Mouthwash belongs to family members' products and has a great market.
(4) The improvement of living standards and the increase of the middle and upper classes indicate its future market growth.
(2) Analyze the uncontrollable factors that affect the product.
Such as macro-environment, political environment, residents' economic situation, such as consumer income level, consumption structure changes, consumption psychology and so on. For some products that are greatly influenced by the development of science and technology, such as computers, home appliances and other products, the influence of technological development trends should be considered in marketing planning.
Third, SWOT analysis
Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to marketing planning. Only by finding the right market opportunity, planning is half the battle.
(A) Advantages
(2) Disadvantages
1. Specific problems/shortcomings in general marketing are manifested in many aspects:
2, the company's popularity is not high, and the poor image affects product sales.
3, the product quality is not good, the function is not complete, and it is left out by consumers.
4. The product packaging is so poor that consumers are not interested.
5. Improper product price positioning.
6, poor sales channels, or channel selection errors, so that sales are blocked.
7. The promotion method is not commercial, and consumers don't understand the enterprise products.
8. Poor service quality makes consumers dissatisfied.
9. Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.
Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.
(3) Opportunities
(4) threats
Fourth, the marketing objectives
The marketing target is the specific target that the company will achieve on the basis of the above objectives and tasks, that is, the economic benefit target to be achieved in the implementation of the marketing planning scheme: the total sales volume is.
Verb (abbreviation of verb) marketing strategy (specific marketing plan)
(A) marketing purposes
General enterprises can pay attention to the following aspects:
Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.
Pay attention to the main consumer groups of products.
Establish a wide range of sales channels and continuously expand sales areas.
(B) product strategy
Through the analysis of the opportunities and problems in the previous product market, this paper puts forward reasonable product strategy suggestions, constitutes an effective 4P combination, and achieves the best results.
1) product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly.
2) Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.
3) Product brand. If you want to form a well-known reputation in the minds of consumers and establish a well-known brand, you must have a strong sense of brand creation.
4) product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.
5) Products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.
(3) Price strategy
Only a few general principles are emphasized here:
The intention of widening the price difference between wholesale and retail and mobilizing wholesalers and middlemen.
Give appropriate discounts and encourage more purchases.
Based on cost, with the price of similar products as reference. Make the product price more competitive. If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.
(4) Sales channels
What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales intention of middlemen and agents or formulate appropriate incentive policies.
(5) Promotion strategy (personnel promotion, advertising, business promotion, public relations)
Take advertising as an example:
1. Principle:
(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.
(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, consistent advertisements should be placed when necessary.
③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.
(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and activities that the company has to commemorate welfare.
2. The implementation steps can be carried out in the following ways:
(1) product image advertising in the early planning period.
(2) After the sale, timely launch the advertisement of wanted agent.
(3) put promotional advertisements before holidays and major events.
④ Seize the opportunity to conduct public relations activities and reach out to consumers.
⑤ Make good use of news media, be good at creating and using news events, and improve the popularity of enterprise products.
(6) Specific action plan
According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.
VI. Planning cost budget
This part records the cost input in the whole marketing plan promotion process, including total cost, stage cost, project cost and so on. Its principle is to get the best effect with less investment. The cost budgeting method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience.
Seven. Program (or program adjustment)
Format and model of sales product plan (2) 1. Planning purpose:
1. Promote ZDS brand, improve brand affinity, customer acceptance and loyalty, enhance brand image, and improve brand awareness and reputation.
2. Promote the marketing of the company's products, expand product sales, realize the sustained and healthy growth of the company's market performance, and increase the market share of products.
3. Analyze the company's market environment, diagnose the existing problems and development opportunities, define the company's annual goals, and guide the company's annual marketing activities.
4. Evaluate the effect of the company's marketing activities and the development trend of the market format, and adapt to and guide the market development.
Second, the overall market environment:
1, market conditions:
(1) has a rapid growth and great potential. With the rapid economic growth, the income of residents has increased, the policy has been gradually relaxed, the market has been gradually standardized, and the market potential has greatly increased.
② There are many brands and low concentration. There are many well-known domestic brands and local brands, and there are no strong brands in the industry.
(3) diverse needs and rational consumption. The diversity of jewelry consumption structure and demand level belongs to more rational consumption behavior.
(4) the price is chaotic, and the good and the bad are mixed. The market price transparency is poor, the brand price system is chaotic and the product quality is uneven.
⑤ Focus on products and neglect services. Pay more attention to the style and quality of products, pay attention to service, and do not make full use of service as a means of promotion.
⑥ Win the terminal and lack the distribution skills. Product sales rely more on terminal store retail, and the choice of sales methods has a narrow contact with customers.
⑦ Direct operation and steady development. The sales channels are mainly directly operated by manufacturers, and the franchise chain has initially emerged, and the market has developed steadily and slowly.
(8) The promotion is weak and the regions are not balanced. Lack of effective promotion activities and measures, the regional market is quite different.
Pet-name ruby lack of talent, lack of perseverance. The market started late, there are few professional and technical marketing talents, and the reserve force for enterprise development is insufficient.
Attending warlord hegemony, the market should be unified. At present, China mainland and Hongkong brands gather in the mainland market, and the market needs a unified pattern of strong brands.
2. Market prospect:
① High-speed market growth: the domestic economy is developing well and savings are growing rapidly. Personality is a part of the group that gets rich first, pays attention to the quality of life and has a strong demand for high-end jewelry consumption.
(2) Great market potential: the mainland has a large population and a large market consumption base. With the steady growth of urban residents' income, the consumption structure has changed and the proportion of high-end consumption has increased, so the jewelry market will be huge in the future.
(3) The government encourages consumption: The government implements a prudent fiscal policy, carefully guides and encourages consumption in order to stimulate domestic demand, and gradually improves and relaxes the credit policy.
④ The market is becoming more and more standardized: the government protects the interests of consumers, cracks down on counterfeiting, rectifies and standardizes the market environment and order, and gradually eliminates local protectionism, which is conducive to the cross-regional chain development of jewelry industry.
⑤ Complex consumption structure: The demands of different ages and income levels are obviously different, and high, medium and low-grade products have corresponding consumer groups.
⑥ Decorative preservation and storage: With the increase of income and diversification of investment, the demand for jewelry not only decorates its function, but also becomes a good choice for investment preservation.
⑦ Brand hegemony between China and Hong Kong: With the government's zero tariff policy on jewelry, Hong Kong enterprises will invest in the mainland on a larger scale and put more brand products on the mainland market.
(8) gradual concentration of brands: well-known brands have good advantages in products, services, brands, funds, talents, management and operation, which will inevitably gradually integrate the jewelry market in large and medium-sized cities in China and realize large-scale chain operation. The market scope of small brands will be smaller.
3. Future market influencing factors:
① Changes in the domestic macro-political and economic environment: the mainland's political situation is stable, economic construction is the mainstay, government functions are transformed, work efficiency is improved, and the environment is improved.
② Residents' income level and future expectation: the income of urban residents in large and medium-sized cities has increased steadily and rapidly, and the level of consumer demand has improved.
(3) Changes in residents' consumption structure: Consumer demand has entered the stage of comfort and enjoyment, and the proportion of high-end consumption in the consumption structure has increased.
④ Residents' psychological demand for consumption: they have confidence in the expected income index, and their personal consumption, advanced consumption and fashion consumption are similar to those of developed countries abroad.
⑤ Changes in the international situation: The international situation is still dominated by peace. The exchange rates of major currencies, such as the US dollar and the euro, are unstable, and jewelry and diamonds play a significant role in maintaining value, and the domestic market is not greatly affected by the international community.
Third, the company market diagnosis:
1, question:
① product positioning: there are many samples of low-grade products, and the product positioning should focus on middle and high-grade products, so as to reduce the number of samples of low-grade products.
2 price strategy: refer to pricing. 70% of similar products with the same grade are priced 5-20% higher than brands with the same grade. Reflect the brand image.
③ Quality control: the enterprise's quality system is not perfect, there are omissions in internal and external quality control, and quality accidents are not handled thoroughly and quickly.
④ Service quality: there is no perfect service system that can promote sales, and there are few service materials, so the service level needs to be improved.
⑤ Brand communication: there is no systematic brand building system, no attention is paid to brand promotion, and the construction of popularity and reputation is not strong enough.
⑥ Channel management: Mainly direct chain stores, with great pressure on self-owned funds, limited scale expansion, high operating risks and high costs.
⑦ Promotion: There are few forms and modes of promotion activities, less centralized operation, low efficiency and insufficient resource integration.
⑧ Store management: the structure and quantity of store samples are unreasonable, the counter layout and site effect are not eye-catching and prominent, and the brand promotion is not prominent.
Pet-name ruby personnel management: the terminal personnel are in an incorrect working state, unable to understand the site specifications, and lack direct selling skills.
⑩ Public * * * relations: improper handling of local public * * * relations, improper handling of events that have adverse effects on the company and damage the company's reputation.
2. Market opportunities:
Well-known brands: Hong Kong well-known brands, which have the necessary popularity in the industry, are professional manufacturers and sellers of jewelry and diamonds.
② Sound network: early layout, reasonable distribution, wide coverage and good operation.
③ Rich products: independently designed, produced or purchased, with novel and unique product styles, reasonable product structure and rich production lines.
(4) Professional team: Years of operation constitute an effective management mechanism and management team.
⑤ Capital advantage: Hong Kong has a strong corporate background, capital operation and strength.
⑥ Huge market: The domestic economy is developing steadily, with a large population, some people get rich first, and the market capacity and growth rate are relatively large.
Four. Market objectives:
1. sales performance: the annual sales revenue of 20xx is not less than 1 billion yuan, which is more than% higher than that of 20xx. At least10,000 products were sold in 20xx, an increase of more than% compared with 20xx.
2. Sales network: In 20xx, a new direct store was established in China, reaching home, and franchise chain stores were established in Jiangsu, Hunan and other provinces. So that the sales network covers 25 provinces across the country, and the total number of stores reaches 100.
3. Average sales of a single store: the average sales of a single store in 20xx is not less than 10000 yuan, which is more than% higher than that in 20xx.
4. Diamond Club: Develop ZDS Diamond Club with10,000 members, and increase brand awareness by%.
5. New product promotion: achieve the marketing and sales targets of three series of new products every quarter. New products accounted for more than 50% of the total sales in this quarter.
Five, marketing planning implementation strategy:
(1) marketing purpose:
Marketing screenwriter, product role, channel setting, advertising, promotion of soundtrack, service follow-up, moderate price, customer recognition, and market completion.
(2) product strategy:
① product positioning: production, proofing and sales based on middle and high-grade products. Judging from the price system, it shows that ZDS focuses on middle and high-end consumers and highlights the noble quality of ZDS, a well-known brand made in Hong Kong. At the same time, the product price system is perfect and the affinity is high, which will not make customers feel distant.
② Brand positioning:
Specific positioning: International brand of jewelry and diamonds, built for mainstream people and catering to high-end consumption.
B brand connotation: noble, classic, professional and fashionable.
C brand affinity: an international brand, came to China.
D brand identification: complete CIS system, continuous advertising, easy to identify and remember.
E brand reputation: high-quality products, perfect service system, assured first choice.
F brand public image: participating in public welfare activities, caring actions, donating money for education, etc. To repay the society and establish a public image.
③ Price positioning:
A reference pricing: refer to similar products and well-known brands, the price is 5-20% higher than that of competitors, publicity reflects brand advantages and realizes differentiated premium income.
B price control: define the price system and determine the price uniformly throughout the country. Stores have no right to float prices, and private discounts are strictly prohibited. Unless the national unified promotion and new product release, it is forbidden to sell at a discount, so as not to dampen customers' trust in the brand.
C Discount sales: Give a reasonable discount to wholesale business or bulk purchase, but keep a uniform retail price. There is a special channel operation and incentive system in batches to limit the price fluctuation of retail stores.
Format and model essay of sales product plan (3) 1. Positioning of company and brand
Xx Company is a technical leader in telecommunications and data communication industry. The products and solutions that xx technology has brought and will bring are the basic products for building the Internet, including wired access and wireless access. At present, a development base has been established in China, and domestic research and development and localization have been realized.
brand positioning
A in the field of telecommunication and data communication products, become a leading brand equipment supplier in China.
B. Become a first-class manufacturer and supplier of network products.
C. Drive the sales and development of the whole network products with system integration projects.
Second, the sales strategy guidance and industry goals
1. adopt a top-down sales strategy: never give up large regional distributors, which is our key development goal.
2. Emphasize two key points; Vigorously developing key regions and key agents will have extraordinary benefits for achieving our sales targets.
3. Focus on developing the following industries:
(1) residence (intelligent community)
(2) Hospital
(3) Education, government, finance and other industries.
1. adopt a bottom-up sales strategy: specifically, develop small dealers and use dense crowd tactics to complete it.
2. Drive overall sales with overall solutions: Our products are required to form a complete solution and have successful cases, so as to drive the sales of all products.
3. Blooming everywhere, central cities and small and medium-sized cities break through at the same time.
Interaction between size: network product sales drive system integration sales, and system integration projects promote network product sales.
The actual shipment determines the popularity of products, and each product is a powerful advertisement.
5. Vigorously develop OEMs, and rapidly promote the promotion of product sales and turnover.
Third, the short-term goal of marketing.
1. Goal: Make the marketing performance grow rapidly in a short time: By the end of the year, make your own products become well-known brands in the industry, replace part of the domestic market of the same level products, and form a competitive relationship with foreign products. Cross the generation point and become a fast-growing successful brand.
2. Devote to the development of distribution market, and by the end of 20xx, it will reach 65,438+000 distribution business partners and 200 system integrators, and achieve necessary marketing achievements in the above industries.
Fourth, the basic concepts and rules of marketing
1. Basic concept of marketing team;
A. open your mind:
B. Overcome yourself:
C. professionalism;
2. Basic marketing rules:
A. Name of distribution partner: It can be divided into two categories: 1. Distribution customers are our key partners. The second is the system integration customer, which is our basic customer.
B. Every employee should not think that he is a new brand.
The competitors are domestic manufacturers of similar products.
D. Basic characteristics of target customers in distribution market
(1) Growth companies in the market have strong enterprising spirit and desire to generate.
(2) Internet companies that are in an important position in the local Internet market.
(3) System integrators with good industry background and digestion potential.
Verb (abbreviation of verb) marketing model
1. Channel establishment mode:
A. Take a step-by-step approach, first initialling the agreement, making a sales forecast table, formally signing the agreement and placing the first batch of goods. You can't sign an agency agreement unless you purchase the goods (the preliminary agreement is: registration form fax, product order, formal agency agreement)
B By finding important customers, we pushed the goods to the dealers through negotiation, and then our sales and market support kept up.
C choose a competitive attitude among the agents, so that we can take the initiative and take a high profile in the negotiation because of a potential local customer. Can't enter the market with a low profile.
D. After initialling the agreement, the name of the initialling agent can appear in our advertisement, provoking the contradiction between the distributor and the original manufacturer, and we take the opportunity to enter the market.
E. In the local regional market, always ensure that a local second-level agent can become a first-level agent, thus becoming a threat to the first-level agent and promoting it.
2. Give agent credit rating support (specify credit rating method)
A. Customer classification: regional primary agents (A), regional secondary agents (AA) and system integrators (AAA).
There are 20 B-A companies and 0/00 AA companies/KLOC. Only Company A can get credit support.
C. Grade A credit rating standard:
1) signed a formal authorized marketing agreement and made a complete record in ml company.
2) Monthly orders for the first three months shall meet the sales amount stipulated in the authorized marketing agreement.
3) In the business dealings within three months, there has been no malicious debt repayment event or commercial dispute.
4) Open up the market with your heart and operate local market activities independently. Cooperate with the company's marketing activities.
5) There is no violation of the information specified in the authorized marketing agreement.
Sixth, the price strategy.
1. High quality, high price and high profit rate are the principles!
2. Make a realistic price list: the price list is divided into two layers, the open quotation and the lowest market price.
3. Formulate higher monthly and quarterly rebate policies and control the marketing system.
4. Strictly control the price system to ensure that primary dealers, secondary dealers, system integrators and end users have profit space at the price level.
Seven, channel sales strategy
1. There is thrust and tension in the market. To achieve rapid growth, the driving force must be adopted. Pulling requires a long period of cultivation. To this end, we will focus on developing channel distribution. In addition, the personnel responsible for key customers and system integration will focus on the industry market and system integration market, and strive to complete 4~5 model projects within three months.
2. Short channel strategy: divided into four types of customers: A, AA, system integrators and industry customers. They can establish direct contact with us.
3. The vertical contact of business teams and continuous and efficient communication can make a quick response. Team building is flat.
4. Sell products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is the solution.
When the conditions are ripe, we should set up a logistics center to solve our difficulties in the local market, because the logistics center plays the role of financing platform, financial platform and logistics platform.
Eight, after-sales service system
1. Be able to sign an authorized service center agreement with the dealer (a). Supported by spare parts. There is a special person in the national authorized maintenance center who is responsible for the replacement and maintenance of spare parts.
2.65438+ 0% of sales in the first three months will bring maintenance spare parts.
3. Establish a special authorized maintenance center and pay the necessary expenses.
4. Set up a customer consultation record form for after-sales technical consultation, record customer consultation questions, and set up a special BBS on the company website.
Nine. Development of training work
1. registered engineer training. Divided into primary and advanced. And carry out the training of professional sales engineers. The former is paid training and the latter is free training.
2. Training is broadcast in advertisements to publicize the richness and authority of materials.
3. Make enrollment brochures and publicity pages and publish them online. At the same time, print a booklet, including a brief introduction of the course materials.
4. Sign an agreement to authorize the training center to cooperate in running schools.
5. Online training, examination and certificate of completion.
X. professional network site
1. Company image, product introduction, manuals, driver downloads, solutions and news.
2. Electronic services. Such as information, pictures.
3. E-commerce. Customer orders, commodity inquiries, inventory inquiries, etc.
XI。 Internal reporting system and sales decision
1. Hold a working meeting every Monday and submit a working report, including the following information:
A. the number of sales completed this week
B. Progress in channel development this week
C. Work plan and sales forecast for next week.
D. difficulties.
E sales ranking and reward system of business personnel shall be conducted at the end of the month meeting.
2. Price control
A. unified price and discount system.
B. Price approval system
3. Work order system
4. Do a good job in sales support; Must be time performance, discount, rebate calculation, order processing, distributor performance ranking
5. Prepare the sales manual; Including the rules of the game, technical support, the scope and functions of the marketing department, the problems that can be solved and the support brought.
I recommend it carefully.