The days are passing by in vain, and new work and new challenges are about to come. It is time to take time to write down a plan. How should we make a plan? Below are 5 annual marketing plans that I have carefully compiled for you. I hope it will be helpful to you.
Annual Marketing Plan 1
The sales director has carried out extensive work, and currently there are not many people. Some important tasks are to directly conduct business and assist colleagues in completing business. You also need to be a force in business development. Allocate more than 70 hours for daily work and pay attention to time management. Set performance requirements and all business follow-up will be conducted in accordance with company regulations.
Work points:
1. Conduct market research and analysis, gain an in-depth understanding of the current market conditions, counterparty conditions, national policies and regulations, and formulate relevant documents.
2. After market research and analysis, sort out your market strategy for placing orders and summarize the key points of placing orders.
3. Organize customers, contact and follow up. Focusing on the party, government, military, procuratorial law, and large enterprises in various provinces and cities, we extensively collected relevant list information, used various relationships to understand the situation, sorted out customer relationships and personnel connections, sorted out follow-up forms, and formulated follow-up plans.
4. Pay more attention to customers in information systems and public opinion management systems. Which industries have more demand? Government departments, marketing departments of large enterprises, large consulting companies. Understand the work carefully, understand the characteristics of customers, seek creativity, improve your knowledge of the information industry, and become an industry expert.
5. Seek internal resource support to form a cooperation model that suits your own style, such as pre-sales support and good cooperation.
6. Prepare various types of safety stories, have strong storytelling skills, and move customers with individual cases. Security must be a good way to elicit the customer's fear of accidents, raise a broader business need, and tell a story.
7. Development partners. Provide resources to customers. For example, find the assistance of some safe friends, find some assistance, hold client meetings, etc.
8. Follow up existing channels, do daily visits, and strive for cooperation.
9. Collect, concentrate, and explore customers’ potential needs for new functions and new products, meet customer needs, and improve product quality. Be a product expert.
10. In industries that need breakthroughs, consider various advertising distribution.
Annual Marketing Plan 2
In this year, relying on the momentum accumulated in previous years, the company has entered the fast lane of rapid growth and achieved rapid profit growth. And successfully achieved the listing of the company's shares on the Shanghai Stock Exchange. From then on, a company will be presented to the world with a new attitude, and a new company with more vigor and vitality, and with the responsibility of safeguarding the interests of shareholders, was born.
After the company goes public, its management level will be greatly improved. This is not only an external requirement for market competition, but also an internal requirement for its own growth and development. For the marketing department, it is both a pressure and a motivation to comprehensively improve the management level and grow in step with the company. In order to achieve the company's overall business management goal of three billion in contract value, the marketing department has specially formulated the work plan as follows.
1. Information collection management
1. Establish direct leadership relationship
The marketing department is the function responsible for the construction and maintenance of the company's information network and information collection processing. Department, under the leadership of the Deputy General Manager of Marketing. There is a direct leadership relationship between the information manager of the marketing department and the market development assistants in each region, that is, they directly provide guidance and instructions to the market development assistants in terms of information collection construction, maintenance, information processing, and assessment, and assume the leadership of information collection work. responsibility.
2. Build a new organizational structure
3. Increase personnel configuration:
(1) Information manager: The marketing department has a full-time information manager 3 people, responsible for different areas, will no longer hold other jobs concurrently.
(2) Market development assistants: There are two market development assistants in each of the six offices in Zhejiang Province, and one market development assistant in each of the other offices.
4. Strengthen personnel quality training
Complete the recruitment and training of marketing department information managers and market development assistants in each region before the Spring Festival, so that the new management system can be implemented in the process The marketing department has sufficient guarantees in terms of personnel quality. Choose and hire market development assistants carefully and carefully, and don’t make up for the loss.
5. Strengthen personnel assessment
Develop detailed implementation rules for the establishment and maintenance of information networks in terms of personnel deployment, resource guarantees, performance evaluation, etc., from the perspective of systems guarantee this work. Establish an assessment system for market information managers to regularly tour the regions in charge of guiding information management work, and analyze and study it in a targeted manner based on the actual situation and existing problems in each region, so as to urge them to be established and improved as required in the short term. Information management work.
6. Dynamically manage the market network
Market development assistants and information managers will make decisions based on the number of information provided by the information staff (in units), project scale, information completion rate, and development level. The four indicators of the number of information personnel conduct periodic dynamic assessment of information collection members. On the basis of analyzing the classification of information personnel/units, information managers and market development assistants should conduct a detailed analysis based on the background information of the information personnel to determine the possibility of increasing their performance after assistance. Further strengthen the management of information and do a better job than the previous year in terms of completeness, timeliness, usefulness and confidentiality of information. (See the market development assistant management system for details)
7. Strengthen market research
Based on the amount of information provided by information members/units in each region and the company's business progress in each region, Dedicated personnel will conduct thorough market research on the development status and potential development trends of each regional structure's business. Obtain first-hand information through research and provide good advice for the company to rationalize its organizational structure in various regions and to develop new markets.
2. Brand Promotion
1. In order to further build the company's brand, expand the company's market share, and take advantage of the company's listing, we are initially considering Chengdu, the capital of Sichuan Province, and Shaanxi Xi'an, the capital of the province, Urumqi, the capital of the Xinjiang Uygur Autonomous Region, Shenyang, the capital of Liaoning Province, Changchun of Jilin Province, Guangzhou, the capital of Guangdong Province, Nanning, the capital of Guangxi Zhuang Autonomous Region, and Shanghai held brand promotion meetings and seminars to promote and expand the company's brand and expand Big information network creates a larger market space, thereby laying a solid market foundation for doubling the contract.
2. When key or large-scale engineering projects are completed, invite relevant departments to hold a press conference on site, use completed examples to display and promote the Hangxiao Steel Structure brand, and demonstrate Hangxiao Steel Structure’s technology and expertise in the industry. The fact that its performance is at a first-class level establishes the typical role and leading position of listed companies in the construction steel structure industry and enables publicity work to achieve twice the result with half the effort.
3. Further carry out publicity work in advertising, materials and other aspects. Construct and install large-scale promotional banners or billboards at various construction sites to demonstrate the company's strength on-site; produce new performance and promotional materials of the company in a timely manner, add them to the performance introduction in the bidding documents and distribute them to business personnel as much as possible Improve the depth and intensity of brand promotion.
4. Strengthen professional knowledge training and quality education for personnel in contact with the outside world, establish a good image of corporate employees and advanced corporate cultural connotation, so that everyone who comes into contact with Hangxiao Steel Structure personnel can Leave a good and deep impression, so as to have a clearer and deeper understanding of Hangxiao Steel Structure and Steel Structure.
3. Customer reception
Guest reception is still one of the focuses of the marketing department. Doing a good job in customer reception is the advance and basic need for business contact. How to do a good job in guest reception with quality and quantity in accordance with the relevant regulations of the company and the requirements of the Ministry of Commerce is an important topic that the marketing department must conduct careful research and discussion. On the surface, reception work seems relatively simple, but in fact, customer reception is a very profound knowledge. This work cannot be done perfectly without in-depth research and discussion. Therefore, the marketing department must work hard on methods, procedures, and details. In order to spend less money without affecting the reception effect, it is necessary to learn more about the guests' life experience, personality, handling style, and interests and hobbies from the leaders of the Commerce Department and the business personnel of each office. , eating habits, work style, corporate value orientation, management philosophy, product features, industry status, etc. Careful research, analysis, and planning of the schedule will allow each guest to have a comprehensive, clear, and in-depth understanding of the company in the shortest possible time, and to show the greatest recognition of Hangxiao Steel Structure's products. Have enough interest in the company's management model and corporate culture. It is the criterion for every reception staff in the marketing department to treat each batch of guests and each guest seriously and persistently, so that they are satisfied with the company's reception work. In this way, we can improve the success rate of project tracking and reduce the difficulty of business negotiation, achieving the fundamental purpose of improving the economic benefits of the enterprise. To this end, the marketing department focuses on the following aspects of work:
1. Supervise all staff to always treat guests with enthusiasm and courtesy, ensuring that the reception ends well throughout the year. in one year.
2. While ensuring the reception of customers in advance, we will save reception expenses as much as possible to reduce the company's overall operating costs and improve the company's profit level.
3. Continue to manage the reception files of visiting customers, keep the files of potential customers and contract customers in categories, accurately grasp the project process, and fully cooperate with the business department and office to promote project business.
4. Adjust department personnel positions and recruit high-quality personnel to enrich the reception force. As business volume continues to expand, visiting customers are also increasing, and there is an obvious shortage of reception personnel in the marketing department. In order to adapt to the needs of the company's business growth and better do reception work, it is also very important to implement good personnel recruitment work.
4. Internal Management
1. Strictly implement the c version quality management system documents and management system standard documents, and strictly implement the principle of "all management according to files, all operations according to procedures, and all use of data" The strategy of "getting the job done right the first time" has made the marketing department gradually become an execution-oriented team.
2. Further strictly follow the requirements stipulated by the joint-stock company and the marketing system, carry out various work management of the department, and strive to improve the management level.
3. Give full play to the work enthusiasm and initiative of personnel in each position of the department, and emphasize the process control and final results of their work. Improve their work accountability and work quality. Implement the review system strictly according to the job responsibilities of photographers.
4. Everything should be based on the overall situation of the company and emphasize the marketing system as a chess game. Actively coordinate the contact and coordination between various departments of the marketing system, thereby improving the overall combat effectiveness of the marketing system and providing the best quality service for the completion of the marketing policy.
5. Cooperate with the deputy general manager of marketing in the daily administrative management of the marketing system. Take the initiative to provide logistical support and daily clerical work for each department. Create a better corporate culture and working environment for them.
Annual Marketing Plan 3
1. Market Analysis
1. The total market volume will continue to grow steadily
At present, construction The industry has become a consumption hotspot and economic growth point in our country. Domestic demand will gradually increase. Driven by the Beijing Olympics, Shanghai World Expo, Guangzhou Asian Games, Western Development, revitalization of Northeast China, urban transformation and new city construction in various places, the total market volume of aluminum doors and windows will will continue to grow.
2. The product structure of aluminum alloy doors and windows will undergo major changes
Aluminum alloys are still dominated by exposed frames and hidden frames, and the share of aluminum alloy doors and windows in the construction doors and windows market will remain Above 55, the product structure has changed significantly. The person in charge of the national construction said: "Affected by the national building energy conservation policy and the energy crisis, the proportion of energy-saving and environmentally friendly aluminum alloy doors, windows, and curtain walls will be greatly increased.
3. The formation of a market dominated by large enterprises A market structure dominated by small and medium-sized enterprises.
At present, the door and window industry has formed a technological innovation system with large enterprises as the main body and key enterprises as the representatives. The industrial output value completed by these large and backbone enterprises accounts for about 1% of the total. It accounts for about 50% of the industry's total industrial output value. It has established a good market image for the entire industry in national key projects, large and medium-sized city image projects, urban landmark buildings, foreign-invested projects, and foreign project construction, and has become a key player in technological innovation and brand creation in the entire industry. Quality and the main force for market development
4. Environmental protection and energy conservation will become the development themes
With the advent of a well-off life, consumers have higher and higher requirements for their living environment. . Green consumption has become the dominant concept in the construction consumption market, and green consumption has brought huge green business opportunities. The person in charge of Yazhixuan Doors and Windows analyzed: "Therefore, to meet the needs of green consumption and develop high-performance, high-tech ecological doors and windows, we must not only start from Thinking about the appearance of the building, the basic physical properties of the doors and windows themselves, and the cost, the overall design of the curtain wall and doors and windows should also be linked to the ecological environment, so that the doors and windows after construction can have good performance, reduce environmental pollution, and provide People create a comfortable environment.
5. Aluminum door and window products have little difference and competition is more intense
Competition in the aluminum door and window market has become more intense. As the doors and windows industry has entered its initial maturity stage, competition is fierce, resulting in reduced profits for various companies. The products in the building doors and windows market are becoming increasingly rich, forming a diversified market structure dominated by the four major materials of aluminum, plastic, wood, and steel. The application of new materials and new technologies will lead to the emergence of more new products. Compared with other industries, aluminum door and window products have Product differentiation is small and competition is more intense. Small businesses that are uncompetitive will most likely be eliminated.
2. Overall market composition
The marketing department of Keniu Group aims to complete 50 Keniu stores in 20-20. We will first develop Guangdong Province; Shenzhen City, Dongguan City, Huizhou local market. Then; Zhuhai City, Shantou City, Shaoguan City, Zhanjiang City, Maoming City, Meizhou City, Shanwei City, Heyuan City, Yangjiang City, Qingyuan City, Chaozhou City, and Jieyang City. Hainan Province; Haikou City, Sanya City, Wenchang City, Qionghai City, Wanning City. Fujian Province; Fuzhou City, Xiamen City, Putian City, Quanzhou City, Zhangzhou City, and Longyan City. Guangxi Zhuang Autonomous Region; Nanning City, Liuzhou City, Guilin City, Beihai City, Fangchenggang City, Qinzhou City, Guigang City, and Baise City. Jiangxi Province; Nanchang City, Ganzhou City, Ji'an City, Shangrao City. Shandong Province; Jinan City, Qingdao City, Dongying City, Weihai City, Jining City, Binzhou City, and Heze City. Hunan Province; Changsha City, Zhuzhou City, Xiangtan City, Hengyang City, Shaoyang City, Yueyang City, Zhangjiajie City, Chenzhou City, Huaihua City, Loudi City. Within the above-mentioned cities, we will first develop the local market and markets in other provincial capitals, and then expand to surrounding prefecture-level cities. It is expected to establish the local market and markets in other provincial capitals within four months, and strengthen market surveys in other prefecture-level cities. As well as pre-development marketing plans and human resources preparations.
3. Market Division
Each market implements the internal regional division system of the regional market, which divides each regional market into a number of regions, the number of regions and the size of the regions. According to the geographical location and geographical location of each region Depending on the environment and regional market characteristics, the market is divided into; local market
1. Dongguan, 2. Shenzhen, 3. Huizhou: foreign markets; 1. Yuexi, 2. Yuedong 3. Yuebei , area division can be adjusted at any time according to market operations and human resources.
Clearly divide tasks within each area under its jurisdiction and prepare corresponding business area roadmaps; and implement clear and refined management of all areas and cities within the area. Each area and the areas within the area contain certain sales channels. These sales channels are our sales positions. The clear division of sales channels helps us comprehensively develop and manage the market.
4. Sales Channels
1. The sales area of ??specialty stores is 100-200 square meters
2. The sales area of ??municipal agents is 100-200 square meters
The above two sales channels are the main sales channels for our company's existing products. The selection of sales channels should be based on the characteristics of our products and the overall market plan.
5. Market Development
1. Salesperson Recruitment and Training
According to the business needs of the marketing department, apply for recruitment to the company's "Human Resources Department" 12-15 All people will be interns for a week, and then 5-8 people will be selected from among these 12-15 people. After the personnel are finalized, all-round training will begin for sales personnel, including: product knowledge, sales skills, market composition, how to develop the market, maintain the market, as well as the daily work of sales personnel, such as establishing customer files, how to gradually expand the market, etc. etc. content. After all the work is ready, officially develop the market
2. Develop customers
① Understand customer needs ③ Understand the customer's business brand and business model ④ State the company's policies and operation overview ⑤ Understand the end customers `Market situation ⑥Comprehensive analysis of customer intentions ⑦Strive to determine the demand for cooperative products
6. Market maintenance
Visit old customers to inquire about sales, product display viewing, new product promotion, new products Policy promotion, collection and processing of customer suggestions or opinions, collection and recording of competitive products, reporting to the business manager, and polite goodbyes.
Market maintenance is as important as market development. Because in the process of market development, only by constantly developing new customers and firmly grasping old customers can we finally occupy the market. Market maintenance is not to unilaterally maintain the status quo, but to increase product sales on the basis of original product sales and enhance product visibility.
7. Promotional publicity
Carry out publicity to promote sales within the necessary time. The form of promotion and maintenance is relatively simple, generally only targeting the terminal market. There are many forms of marketing publicity. Each of these forms has the same purpose, but the intensity and scope of publicity are different. These forms include: Internet, media advertising, Various forms of publicity such as manpower publicity, pictorial publicity, shopping mall publicity, etc. It depends on the company's situation.
8. Marketing personnel management and allocation
Marketing personnel are the executors of our company’s entire marketing plan. The execution of the marketing plan by marketing personnel is related to the overall marketing work, so The management of market personnel will be the focus of the company's entire market work.
The composition of marketing personnel involves the company's business manager from the top, and the marketing manager, supervisor, regional manager and salesperson from the bottom. For all the personnel involved, although our positions are different, our goals are the same, which is to work hard for the implementation of the company's entire marketing plan. Let me introduce the composition and work allocation of marketing personnel.
First of all, the company's business manager, marketing manager, and supervisor are responsible for all marketing plans and the management of all marketing work.
Regional managers are mainly assigned to Dongguan, Shenzhen, Huizhou, Yuexi, Yuedong and Yuebei, as well as business personnel and regional managers. The following involve salespersons in each area in the area. Their main job is to do a good job in regional market development and market maintenance. Work.
Annual Marketing Plan Part 4
The focus of the work in 20-20 is to increase sales and increase profits. Implement this year's sales plan to each store, and implement it from each store manager to each shopping guide to enhance the sense of urgency and responsibility of all employees. Assess the sales of each store according to planned tasks every month, announce the sales at the meeting, stimulate employees' sense of competition, and encourage employees to improve sales performance; for stores whose sales tasks do not meet the standards, work with shopping guides to find out the reasons and take corresponding measures , thereby improving sales performance. In response to the phenomenon of unreliable goods and empty stores, we will work hard to enrich the variety and quantity of goods, and adopt the principle of slicing and lump-suming on a per-store basis. The store manager monitors the sales of goods, reports insufficient goods to the main store in a targeted manner, enriches the supply of goods, and cooperates with shopping guides to prepare for sales. Relying on diversification and variety of products, it retains consumers of all levels.
1. Market Analysis
The price war in the air-conditioning market for several consecutive years has gradually started. The low-end demand in the secondary and tertiary markets, as well as the continuous improvement of urban construction and people's living standards and the arrival of product upgrading, have driven the continued growth of the primary market, thus driving the expansion of the overall market capacity. The total domestic sales in 20-20 reached 19.5 million units, an increase from 11.4.20-20-year is expected to reach 25 million-30 million units. According to industry data, the global market capacity is between 55 million and 60 million units. China's market capacity About 38 million units. According to the division of regional market share capacity, the capacity of the Shenzhen air-conditioning market is about 400,000 units. The sales target of 50,000 units accounts for about 13% of the market share.
Currently Galanz is in Shenzhen The market share of air conditioners is about 2.8, but according to industry data, it has been in a "shuffle" stage in recent years, and brand market share will form a high degree of concentration. Based on the company's strength and its product line in 2020, the company's 2020 sales target is entirely possible to achieve. In 2020, there were about 400 air conditioning brands in China, which dropped to about 140 in 2020, with an average annual elimination rate of 32 .By 2020, under the "encirclement and suppression" of first-line brands such as Gree, Midea, and Haier, there were less than 50 active brands in the Chinese air conditioner market, and the elimination rate reached 60. In 2020, LG was accused of dumping by the United States; Kelon encountered financial problems , market share fell sharply. Xinke, Changhong, and Oaks have also been adversely affected by companies and brands, and their market share has also declined. Japanese brands such as Panasonic and Mitsubishi were affected by the strong anti-Japanese sentiment of the Chinese people in 2020, and their market share dropped significantly. Galanz air conditioners are showing a rapid growth trend in the Guangdong market. However, the Shenzhen market foundation is relatively weak, the team is still relatively young, and the brand influence needs to be consolidated and expanded. Make the following work plan based on the above situation.
2. Work Planning
Based on the above situation, six tasks will be focused on in the 20-year plan:
1. Sales performance
According to the annual sales tasks and monthly sales tasks assigned by the company. Decompose according to specific market conditions. Broken down to monthly, weekly, and daily. Break down monthly, weekly, and daily sales targets into various systems and stores to complete sales tasks in each period. And on the basis of completing tasks, improve sales performance. The main means are: improving team quality, strengthening team management, carrying out various promotional activities, formulating reward and punishment systems and incentive plans (based on market conditions and the actual situation of each time period). This work is done at all times regardless of the off-peak and peak seasons. During the peak sales season, we will implement strong sales promotion activities for professional home appliance systems such as Gome and Suning, and strongly promote large-scale terminals.
2. K/A, agent management and relationship maintenance
Effectively manage existing K/A customers, agents or K/A and agents that will be expanded And maintain relationships, establish customer files for various K/A customers and agents, understand early sales and strength, and carry out the company's corporate culture dissemination and the company's 20-year new product dissemination. This work was completed at the end of August. Spread from time to time after the peak season ends and before the peak season begins. Understand the basic situation of each K/A and agent person in charge, conduct regular visits, and communicate effectively.
3. Brand and product promotion
Brand and product promotion will cooperate with and implement the company's regular brand publicity and product promotion activities in 20-year, and plan some investment costs, lower Public relations promotion activities to enhance brand image. Such as "Ganz air conditioning health, environmental protection, love my home" and other public welfare activities. If possible, joint promotion with various K/A systems can not only expand influence, but also establish good customer relationships. Product promotion mainly includes some "road shows" or outdoor static displays for product promotion and normal business promotion.
4. Terminal layout (in line with the channel expansion of business lines)
According to the company’s sales target for 2016, the popularity of channel outlets will increase significantly. According to this situation, at any time Actively cooperate with the work of the business department everywhere, and actively cooperate with the image construction of store-in-store, garden-in-garden, and store-in-cabinet (according to the requirements of the six atmospheres of the company's booth layout). Actively arrange work on promotions, sample loading tracking and product display. This work is carried out based on the needs of the company's business units. The layout standards are strictly in accordance with the company's unified standards. (Adjustments will be made in due course under special circumstances)
5. Planning and execution of promotional activities
The planning and execution of promotional activities are mainly carried out during the peak sales season from April to August 2006. The first Strictly implement the company's sales promotion activities, and secondly, flexibly plan some sales promotion activities based on the market conditions and competitors' sales promotion activities at that time. The theme idea is to avoid its advantages and attack its disadvantages, and focus on planning and execution based on the company's product advantages and resource advantages.
Annual Marketing Plan Part 5
1. Marketing Goals
1. The company’s sales in 20-- are 2.5 million, and this year’s planned sales Increase sales by 10 to 15% compared to the previous year, and try to exceed 3 million this year;
2. The company has one manager and two business supervisors. This year, we plan to increase sales by each person every quarter. The sales volume is 250,000 to 300,000. If it is not completed, the corresponding year-end bonus will be deducted. It is planned to achieve sales of no less than RMB 50,000 in a quarter in towns with large seed sales, and to ensure sales of RMB 20,000 in a quarter in towns with small seed sales;
3. The company operates various types of businesses. Crop seeds mainly include rice and rape seeds, as well as a small amount of vegetable seeds. This year’s planned sales of rice seeds are 1.7 million, rape seeds are 1.1 million, and various vegetable seeds are 200,000. The rice and rapeseed seeds sold are mid-range seed products, and the various vegetable seeds are high-end seed products imported from abroad. The planned profit ratio of the three is 5:4:1.
2. Marketing strategy
1. Product strategy
(1) Core product strategy
This year the company plans to rely on mid-range rice With the higher cost performance of rapeseed, it has won a larger market share and plans to occupy 8 to 10% of the market share of the same products in the region. Relying on the excellent quality of various vegetable seeds imported from abroad, it has won a good market reputation and plans to occupy 4 to 5 market shares of the same products in the region.
(2) Business strategy for tangible seed products and additional products
All the company’s products are packaged in barrels, and a small bag of samples is attached to the outside of the packaging barrel. The small bag is transparent. It is convenient for seed buyers to observe the appearance of seeds, and the packaging barrel can be used to carry water after the seeds are used up.
The shape and color of the company's product trademarks are quite different from those of similar companies, ensuring that they are unique, distinctive and easy to recognize. The company provides the best quality product after-sales service, and regularly dispatches relevant experts to the countryside to teach farmers correct seed cultivation and field management techniques. If farmers have seed quality problems, they will 100% solve their problems and make up for their losses.
2. Price strategy
Based on the unified distribution price in the region, different rebates and market support will be provided depending on the specific situation, with amounts ranging from 3 to 6 and 7 to 10 respectively; Try to ensure uniform retail prices in the same area, and strictly require that the promotion intensity cannot exceed 30. Market supervisors must keep abreast of the market and avoid profit-seeking behaviors such as malicious price suppression and price cuts.
3. Promotion strategy
Carry out promotions, discounts, and price reductions during the peak season of seed sales. For example, if you purchase 20 acres of seeds, you will receive a 15% discount and 1 acres of land as a gift. The amount of seeds used in the field is 15% off when purchasing 10 acres of fields. Through these preferential activities, farmers’ desire to purchase is stimulated, thereby increasing the company’s seed sales.
4. Advertising strategy
Due to the special types of the company’s products, the time and place for seed advertising are limited. Therefore, the company's seed product advertisements mainly use print advertisements, which are mostly set up in rural fields. Its main audience is the majority of farmers, and our advertisements are integrated into the lives of farmers
and become an integral part of their lives. part. However, no matter how much advertising investment is increased, this investment cannot exceed 10% of the annual sales profit and cannot affect the company's liquidity and capital turnover in the next year.
5. After-sales service strategy
Establish a complete after-sales service organization to provide farmers with timely and first-class after-sales service, so that farmers can use it with confidence. The company's scientific consultants' hotline is open at any time during working hours and can help farmers solve all problems they encounter at any time. Moreover, scientific consultants go to the countryside every three days to personally solve problems for farmers in the fields.
3. Marketing team management
1. Personnel planning
Since the company is only a branch located in the county, the company's staffing is not complete. managers, two business executives, an accountant, a scientific consultant, a warehouse manager and a truck driver. Managers and business executives are responsible for sales, scientific consultants are responsible for solving various problems of farmers in the use of seeds, accountants are responsible for the company's finances, warehouse managers are responsible for the company's goods management, and truck drivers are responsible for delivery. 2. Team management
The company’s staff perform their own duties, and colleagues help each other and advance and retreat closely with the company’s development. However, their respective work must be completed on time and in quantity, otherwise the corresponding year-end bonus will be deducted based on the amount of unfinished work, in order to improve the work enthusiasm of the company's employees. Of course, during the annual vacation, relevant staff of the dispatch company will receive relevant professional training, so as to improve the professional skills of the company staff and better serve the company.
4. Expense Budget
The company’s expense budget for this year: the manager’s monthly salary is 4,000 and the annual salary is 48,000. The monthly salary of the business manager is 3,500, and the annual salary is 42,000. The monthly salary of a scientific consultant is 3,500 and the annual salary is 42,000. The monthly salary of an accountant is 2,500 and the annual salary is 30,000. The monthly salary of a warehouse manager is 20-- and the annual salary is 24,000. The monthly salary of a truck driver is 2,500 and the annual salary is 30,000. The annual salary of the staff is 256,000 yuan, the annual advertising cost is 200,000, the training cost of the staff is 50,000, the travel cost is 50,000, the year-end bonus is 100,000, and other miscellaneous expenses are 100,000,** *Total 756,000.
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