Selected model articles of product promotion plan (I) I. Competition items
Product marketing planning.
Second, the purpose of the competition
1, arouse students' learning enthusiasm and strengthen students' learning pertinence.
2. Improve students' marketing planning ability.
Third, the competition arrangement
1. The contestants are all students from Class xx of Marketing College, and other classes participate voluntarily.
2. There will be X first prize, X second prize and X third prize, and award certificates and bonuses will be issued.
5. Organize the finals at 2: 30 pm on Wednesday of 5.xx week, and the management teaching and research section is responsible for organizing and implementing the specific work of the finals.
Fourth, the content of the competition
Including the formulation of marketing planning scheme, on-site PPT display and defense. The specific contents of the competition are as follows:
1, make the marketing plan.
This marketing planning competition project has designated a fast-moving consumer goods as a competition commodity. Participants independently choose a certain fast-moving consumer goods in the real market, contact production and circulation enterprises for research, understand the product market situation, formulate product marketing plan from the perspective of enterprises, and submit the marketing plan to the competition organizing Committee within the specified time. Please refer to the attachment for the specific requirements of the marketing planning scheme.
2. On-site PPT presentation and defense
On-site PPT demonstration and defense of marketing planning scheme. Contestants are required to make on-site PPT presentations and statements on the marketing plan submitted before the competition within the specified time, and answer questions from the judges.
3. Competition mode
(1) The competition is organized as a team competition with 2 players in each team.
The competition is divided into two stages. Complete the first stage product marketing plan and submit it before the second stage. The second stage will be held at the competition site. PPT demonstrates the marketing plan and makes a reply, with a time of 12 minutes, including 7 minutes for PPT presentation and 5 minutes for reply. The order of the two stages of the second stage is decided by the teams drawing lots before the game.
5, performance evaluation and ranking method
The competition adopts the scoring method of sub-item scoring and cumulative total score, each item is counted as 100, and each team is counted as the average score of the judges. The cumulative total score of product marketing plan is 70%, and the total score of on-site PPT presentation and defense is 30%. The sum of the two scores is the final score of each team. Ranked by total score. If the total score is the same, the highest sum of the two total scores in the second stage will be the first.
Verb (abbreviation for verb) notes for players
(1) Equipment provided by the match point
Site and facilities for on-site PPT presentation and defense: a multimedia classroom, a multimedia projector and a computer, among which PPT adopts xx version.
(2) Players bring their own tools
Each team must prepare a USB flash drive, copy the electronic version of the marketing plan and the courseware of PPT demonstration to the competition team, and ensure that it can be used normally.
(3) Notes for players
1. Each team must elaborate its own marketing plan. If plagiarism is found in a large area, the score is zero.
2. Each team must submit 2 copies of marketing plan paper, 2 copies of electronic draft and 2 copies of PPT courseware to the competition team on time.
3.PPT presentation and defense have stipulated time. At the last 1 minute of the specified time and at the end of the time, the staff will give a prompt and deduct overtime pay as appropriate.
4. After the presentation, the judges put forward the defense topic, and the group can prepare it, and the next group will make a presentation. After the presentation of the next team, the previous team came on stage to answer the questions raised by the judges, and so on.
Model essay on template selection of product promotion planning book (2) With the coming of May Day, many people can relax and no longer have the pressure of work. It is not only a major festival for sellers, but also an opportunity for online stores to accumulate popularity. With the arrival of May Day, online stores have entered the peak season. Whether you can get good grades this season depends on how popular this festival can bring you and lay a foundation for this season.
I. Purpose of the event
The most important thing is to attract more traffic, let more buyers know about your online shop promotion activities, let buyers get recognition for your promotion activities, generate purchases, and thus achieve the expected sales. Only a clear purpose can complete the activity.
Second, introduce activities
Commonly used activities include: price reduction, discount, purchase restriction, spike lottery, giving gifts when full, and buying coupons in limited quantities. No matter what kind of activities are carried out well, they will play a role. For example, price reduction: at this time, it is necessary to come up with a unprofitable baby to rush sales and popularity, and use this baby as a foreshadowing to stimulate buyers and make them want it.
Third, the theme of the event
Theme is the key to attract buyers' attention. Give your topic a name that matches this activity. It should be concise, lively and concise, which can guide buyers and make them want to see what kind of activity this is. For example: the theme of price reduction: May Day, which makes you feel excited.
Four. moving target
Whatever you do, you must have a goal. Without a goal, everything is empty talk. The goal is not just talk. You must really do it, practice it and realize it. The goal of this activity is roughly like this: significantly increase sales, significantly increase sales. Let the store occupy a place in the online store. Let buyers have a good impression on the store. Effectively improve the baby's weight. After the repurchase rate rose sharply.
Verb (abbreviation of verb) propaganda and popularization
Poster is the most used one, and everything we pay for it can be reflected in the poster. The poster is carefully made and constantly revised by us, but we should highlight the main points of the activity and don't waste our efforts. If the budget is relatively high, the website promotion is no longer appropriate, and the website conversion rate is relatively high, because if a person goes in and sees the promotion, there will be no shortage of products that will not be clicked, or the promotion will have a greater impact, and it will not be a taste if you don't watch it. If the budget is relatively low, you can choose to promote it on the platform, but you need to promote it in advance and take a shot with users in advance.
Action plan of intransitive verbs
1. Activity time: 20xxx-20xxx (it can be adjusted according to your actual situation).
2. Activity principle: When unexpected things happen, promotions and activities should be used flexibly. Choose a baby with high cost performance, so that you have an advantage. The scheme with strong operability and poor operability will be greatly discounted even if it is better to operate. You should have good ideas and don't be homogenized by competitors. The operation of the scheme should have good benefits, and without benefits, it will be empty.
3. Activity details: Anyone who buys this product will enjoy the lowest price. If you buy satisfactory products, you can reduce the amount you buy.
Seven. Summary of scheme operation
After the activity, you should sum up the gains and losses and make a detailed report to facilitate research. What you actually produce is the most precious wealth. Whether the result is success or failure, look at where the success is, where the failure is, find out where your strengths and weaknesses are, and then make up for the shortcomings and slowly embark on the road to success.
Selected model articles of product promotion planning book (3) I. Promotion purpose
1, so that the target consumer groups can understand the functions and effects of new products in the shortest time, shorten the length of the promotion period of new products, enter the growth period as soon as possible and create benefits.
2. Let the target consumers have the desire to try out and gradually cultivate into brand loyalists.
3. Improve brand awareness and reputation.
4. Increase the sales of products sold on the website.
5. Consolidate the customer relationship of distributors, seize the high match between channels and terminals, and enhance the confidence and enthusiasm of distributors.
Second, the preliminary market survey
This market survey is mainly to provide scientific basis for the promotion of ecological mineral water in xx Island.
Survey content:
1. In-depth interview with management.
2, marketing staff group discussion or questionnaire survey.
3. Channel investigation: the types and characteristics of mineral water sales channels, and the channel policies of well-known brands.
4. Terminal research: types and characteristics of mineral water sales terminals, terminal image, terminal display, terminal shopping guide, terminal promotion activities, etc.
5. Dealer survey: basic information of dealers, number and sales volume of brands, understanding of local mineral water market, and whether there are plans to distribute new brands, etc.
6. Consumer surveys: in-depth interviews, questionnaires, group discussion surveys, second-hand materials, etc. Understanding of ecological mineral water, familiar brands and main factors affecting purchase.
Investigation location xxx area.
Third, product strategy.
1, product positioning: brand positioning in the high-end series.
2. Price strategy
(1) Using monopoly and joining to keep the price of direct users unified is beneficial to brand image building.
(2) Ensuring a certain high profit for dealers can attract more dealers to join and improve the speed of market expansion.
(3) The product price is between the small brand and the big brand in the target market.
Fourth, product promotion.
1, advertisement
The company's advertisement for ecological mineral water in xx Island mainly emphasizes product characteristics, practical value, brand differences and the benefits that consumers can get.
Television advertisements are mainly at the municipal and county levels. Newspaper advertisements are mainly aimed at the early stage of investment promotion activities, and at the same time, with the help of industry magazines and industry websites, the ecological mineral water of xx Island produced by our company is fully promoted, achieving the following effects.
(1) Establish product awareness and stimulate market interest.
(2) Enhance the corporate and brand image.
Step 2 promote
On holidays or weekends, we will carry out promotional activities in various forms to improve the popularity and sales of ecological mineral water in xx Island.
3. Event marketing
(1) Sponsor major events.
(2) Provide xx Island ecological mineral water for relevant groups free of charge. V. Listing arrangements for electric vehicles.
1, time to market: xx.
2. Listing area: centering on xx and expanding to the periphery.
Verb (abbreviation of verb) terminal strategy
1. Some advantageous docks will be built to further enhance the influence of ecological mineral water in xx Island.
2. Strengthen the terminal image construction and improve the terminal sales force.
3. Improve the execution of terminal shopping guide.
Service strategy of intransitive verbs
1, open a service hotline to properly handle customer complaints.
2. Establish customer files
3. Ask for suggestions from customers, improve brand reputation and enhance customer loyalty.
4. Pay attention to pre-sale and in-sale services, and improve the customer churn rate.
Seven. Responsibilities of relevant departments
1, Investment Promotion Department: mainly responsible for the formulation of the overall investment promotion plan and the implementation of investment promotion activities.
2. Marketing Department: mainly responsible for market research, marketing planning and advertising management.
3. Sales Department: mainly responsible for product sales, industry front-line information and customer feedback collection.
4. Logistics Department: mainly responsible for the procurement of spare parts and the distribution of products.
5. Customer service department: mainly responsible for customer consultation on product technology and after-sales service.
VIII. Organization of work
The general arrangement for the promotion of ecological mineral water in xx Island is shown in the following table.
Promotion schedule of ecological mineral water in xx Island.
Selected Model Articles of Product Promotion Plan (IV) I. Overall Analysis
Xxx shoes were born at the beginning of xx century, and they are popular all over the world with their wild and uninhibited designs, which are retro, fashionable and environmentally friendly. They are the spiritual symbol of xx culture. With their free and uninhibited dress patterns, they have become loyal stalls for young people who pursue self-fashion.
The sales network of xx sports shoes, casual shoes and clothing accessories has spread all over xx countries and regions around the world, with more than xx sporting goods stores and department store counters. Xx is a household name in the world. It is a luxury and can be used by ordinary people. Its sales abroad are far ahead of the same industry.
In view of its domestic consumers, mostly xx, the campus is destined to be a good promotion space.
Second, the actual investigation
1, go to xx store around the school to investigate the sales situation.
2. Go to the student shopping street to understand students' preferences and analyze the aesthetic trends of most students.
3, go to some other stores to understand, and then compare with the sales of xx.
4. Understand students' preference for xx through questionnaire survey at school.
Third, the comprehensive analysis of the product.
The table is omitted from the figure.
Conclusion: xx has a great market prospect on campus.
Fourth, marketing strategy.
1, a large number of leaflets, let xx brand deeply rooted in the hearts of the people. Let the students have a comprehensive and cordial understanding of xx through posters of various positions in the school.
2, visit the dormitory, field sales. Send a team to visit the dormitory in person to promote it.
3. Hold parties and other press conferences to display products.
4. In holiday promotion, stimulate the desire to buy through lottery and other forms.
5. Publicize after-sales service and resolutely ensure quality first.
Selected model articles of product promotion planning book template (5) I. Background analysis
The enterprise has been established for a short time, its varieties and specifications are not perfect, and its brand awareness is not high.
Homogeneity and business model in the industry go hand in hand, customers demand higher quality and price, and customers choose diversification. The pre-market sales network is not perfect and the construction access cost is too high. Integrity with merchants needs to be gradually established.
The concept of product communication is unclear, primary and secondary customers are unclear, and media resources are flooding. Resources that are truly suitable for enterprises are not conducive to discovery in a short time.
Second, the target group
Group buying by enterprises or institutions: the main target group.
Individuals: auxiliary target groups.
Third, the consumption trend analysis
Fourth, product advantages.
(Functions, Selling Points and Advantages)
Verb (abbreviation of verb) product positioning and price strategy
VI. Innovative Mission under the Guidance of Product Quality and Marketing
Under the market economy, products that meet the demand will have their own market, and products that constantly pursue quality and innovation with social development or demand improvement are likely to occupy a larger market.
First of all, the main function of the product should correspond to the needs of the target group and meet the use of the target group. Secondly, the publicity and packaging form of products should correspond to the characteristics of products and the psychological needs of customers. Thirdly, increase the added value of products and respond to customers' potential emotional needs, such as service and culture.
Promotion method
(1) platform promotion
1, press conference
When a new product is launched, the news media will be called to hold a press conference. With the help of the news media and authoritative departments, the potential customers will know more about the company, enhance the corporate image and pave the way for the next public relations work.
2. Product exhibition
Make an image model room and invite enterprises and peers to watch the company's products. However, while loving to show products, we should give priority to the current popular products, supplemented by showing advanced but possibly up-and-coming products, leaving customers with the impression of keeping up with the situation and having high-end R&D potential. The product exhibition can kill two birds with one stone, which not only won the recognition of customers, but also revealed its own advantages in the field of peers, laying the foundation for the next talent pool.
3. large-scale exhibition
First of all, we can participate in technology fairs or science and technology exhibitions, include our products in industrial fairs, and provide products in kind and detailed information. Introduce the products to other customers in detail. The purpose of doing this is to improve the visibility of our company, and we can also communicate with other customers, know ourselves and know ourselves, and win every battle.
4. Promotion of booths in loading malls (merchants)
Which belongs to the category of platform promotion. In an industry where consumer groups are unpopular, using mass advertising media may not only waste unspeakable xx% advertising fees, but also cost too much, and the newly established enterprises are bound to be overwhelmed. Finding the nearest shopping mall is nothing more than finding the biggest consumption resources. A new enterprise, a product relatively unfamiliar to consumers, stands on the same competitive platform with the help of shopping malls and brands.
The best thing about cooperating with merchants is that you can save the cost of finding, training and establishing maintenance service stations at the same time.
the spread of information
Resource pool marketing
We can make use of Plato's theory to grasp the key points, because xx% of a company's profits usually come from xx% of its customers, so we can conduct a detailed investigation on the main customers, from which we can learn some desirable evaluations and requirements for our company's products, and we can provide more perfect information to meet the requirements of customers.
In addition, we set up a special telemarketing center (well managed and well divided, of course) to try telemarketing for some customers, or to conduct telemarketing first, and then send sales representatives to negotiate orders, or to call back customers who have formed cooperative relations and maintained them.
To open up our new market and new customers, we can get some information about customers, provide more detailed information, strengthen the promotion of our products and put forward some requirements to each other through the industry fair, such as mail or telephone.
(3) Access promotion
1, retail terminal
You can set up your own offices and sales terminals in first-and second-tier cities. The advantage is that you can get close to customers directly and communicate with customers easily, so as to deal with product price management and quality problems.
2. Network promotion and sales
Use personnel sales promotion, advertising and other means to meet the channel demand, so that products can quickly pass through intermediate links and achieve the purpose of distributing goods. In the network construction, we must first conduct market research on the target market, have a certain understanding of the market potential and maturity, and concentrate the essence of the major markets that are finally sorted out and directly entered, taking this as a model and taking this as a small central point to form a point-to-area radiation. Open a green channel for the terminal, create a sales atmosphere, create hot events, increase the weight of products on this basis, and naturally push products to dealers. In addition, for individual markets (such as the area where the factory is located or the well-known area), it is advisable to guard against attack and win it in one fell swoop when it is basically mature.