For the market, there is no right to speak without careful planning. As a part of the market, enterprises should pay more and more attention to ma
For the market, there is no right to speak without careful planning. As a part of the market, enterprises should pay more and more attention to marketing planning. Then the following is the marketing plan of the products I have compiled. Come and have a look with me, I hope it will help.
Product marketing plan I. Time limit
From * * to * * * for a period of 3 months.
Second, the goal.
Grasp shopping, hold "supermarket relay action", promote the products of * * company, assist dealers to clear inventory, and improve the company's business objectives.
Third, the purpose.
First, grasp the shopping tide of Christmas, New Year's Day and wedding honeymoon, attract consumers' interest in the "relay moving" activity, guide the purchase of * * products, and achieve the promotion effect.
The second is to hold "relay moving" activities in A, B and C, with the purpose of introducing * * imported household appliances into the market of * * countries.
Fourth, the object
First, consumers who are ready to buy household appliances are targeted, and the excellent performance of f 14 products is the main incentive to guide the purchase of household appliances in * * company, and the "relay moving" activity is used to encourage consumers to seize the opportunity and buy immediately.
Second, the focus of the appeal:
1. Performance attraction:
The real world comes first!
* * Home appliances!
2.s.p requirements:
Buy * * products now!
Catch the Spring Festival relay and move!
Verb (abbreviation of verb) advertising performance
1. In order to cooperate with the international market development of the company's "* * household appliances" and the use of publicity media, cross-cultural colors are gradually paid attention to, and the choice of local newspapers, broadcast media and TV programs is also considered according to the analysis of the audience.
Secondly, according to this principle, we should pay attention to the subject and object status of newspaper advertisements, with the excellent performance of the products of * * company as the main incentive and the relay mobile S.P. activities as the promotion means.
Thirdly, in order to win international consumers and pay equal attention to promotion and appreciation, it is planned to provide 30-minute live programs of real moving and trial moving for the relay moving, and at the same time, cf, which shoots 15 "advertisement, will be used as TV advertising space, winning both refined and popular tastes, which has aroused strong demand from consumers.
Pop: flags, posters, leaflets and lottery tickets.
Intransitive verbs hold a "dealer briefing"
In order to cooperate with the international market development strategy and increase the promotion effect of this activity, it is planned to hold a "year-end promotion time briefing" with the business units of the company and its branches to explain the significance, content and practical help of this activity on the spot and give full assistance.
Seven. Content of advertising activities
Activity schedule
Note: The date of the "relay race" is set around Christmas for two reasons:
1. Christmas is the * * * shopping period, so we should grasp it well.
2. Around Christmas, customers in the target market are very busy; Traffic is bound to be crowded, and it is not easy to properly handle traffic problems.
2. Activity area
In countries A, B and C, every department store has a supermarket.
3. Award amount of the activity
1. "Relay Move" Lucky Award
1a has 200 students, b has 150 students and c has 150 students, as shown in the following table:
Table 5-4 Geographical Distribution of Lucky Prize for "Relay Run"
Distinguish.
A, B and C.
The first lottery 100 70 70
Second lucky draw 100 80 80
A total of 200 150 150.
2 For households, the time limit for each household is the same, which is 10 minute.
3 10 minutes per household, through the relay.
2. "Guess" the prize amount of the activity
1: A completely guessed person will get the same reward as the person with the highest moving amount, and the guessed person will be divided equally.
There are 5 prizes attached, and one set of * * brand home theater closest to the maximum mobile capacity will be given, which will be decided by drawing lots.
Activity description 1. Receiving period: from * * * * to * * *, we made a trial move in A, B and C, except for the selected department store itself, which was widely publicized and filmed on the spot. The program is broadcast at * * 8 o'clock for publicity.
Product marketing plan 2: insight into demand and positioning.
Obviously, it is difficult to achieve marketing success for new products made by feeling before clear market research. Every enterprise should have a clear understanding of its own capabilities. People are self-aware, and so are enterprises. Many enterprises are arrogant and think that their products are innovative enough to compete with followers. As a result, the good products they worked so hard to develop were copied by those "shameless" giants and then squeezed out of the market.
Know yourself and know yourself. What is the consumer market like? Whether there is enough consumer demand or not, once you want to occupy a mature market, you must combine your own capabilities.
After knowing yourself and yourself, enterprises should position their new products well. Some people think that positioning is to find the right positioning for products and effectively meet the potential consumer demand. The author thinks it is correct but not comprehensive. Ren Lijun believes that in addition to explaining the position you expect or may be in, the company should also learn to use positioning to judge whether the company can really be in that position within its capabilities. Therefore, when making product positioning, the most important thing is not to find a position, but to judge in detail whether the enterprise has enough ability in that position.
We once made a brand of blueberry drink in Heilongjiang. Influenced by the last marketing planning company, the boss has always emphasized the high-end positioning of his drinks, thinking that there are enough high-end consumers in China, and market space is not a problem. However, when we asked enterprises to list the supporting factors that meet this high-level positioning, the boss had no supporting factors except blueberry fruit and our marketing planning team. Obviously, such high-level positioning cannot be achieved without sufficient support. This positioning is called void positioning, which is basically invalid.
Construction of marketing channel system
For marketing, the expression that channel is king will never disappear. There is a simple reason. Marketing channel is the path to realize the transmission of marketing value. Unless we enter the era of self-sufficient natural economy, as long as there are commodities, we need to deliver them through marketing channels. To paraphrase a public service advertisement, "No channel, no business".
Obviously, the marketing planning of new products will not ignore the construction of marketing channel system. In other articles, the author has described the theoretical system of marketing channel construction at the bottom, which is a better method, especially for the construction of new product marketing channel system.
When it comes to the construction of marketing channel system, many enterprises will think of investment promotion and model market construction of sugar and wine parties. Let's talk about the investment promotion of the sugar and wine party. For sugar and wine parties, it is only suitable for tinkering with the investment promotion of marketing channels, not for constructive investment promotion of marketing channel system. There is a simple reason. There are too many investment options for the sugar and wine party. When faced with too many choices, people often unconsciously raise their expectations and may make wrong judgments. This can be called accidental investment promotion, and purposeful investment promotion centered on enterprises requires enterprises to do their own work in a down-to-earth manner. Let's talk about model market construction first. Many enterprises spend half a year or a year or even longer to build the model market when new products are launched, and concentrate all their energy on the model market, which is not cost-effective from the perspective of timeliness. The correct approach should be to carry out the model market and other target regional markets at the same time, but the model market should invest more energy and resources, so as to ensure that the model market can be built faster than other markets.
Using the bottom distribution of marketing channels to build a system, starting with market segmentation, then distributing terminal channels and then distributing dealer channels, this is a sand table deductive channel distribution on paper, which should be carried out in accordance with the normal implementation plan in the actual operation process.
Integration of marketing policy and marketing strategy
This is the most nerve-racking thing in the formulation of new product marketing policy. Obviously, almost many people can do marketing strategies without limiting the comparison of strategic capabilities, but once the strategy is required to have strong game ability, that is, the marketing strategy of the enterprise is integrated into the marketing strategy and the whole marketing system is controlled through the appearance of the marketing strategy, then this is a high-tech job.
When we do marketing planning services for enterprises, almost 100% will find problems in the marketing policies of enterprises to varying degrees. Nearly 40% of enterprise marketing policies are not integrated into marketing strategies, which leads to the dull effect of marketing policies and almost no control over markets and channels.
For example, almost every company will have a price discount policy, that is, what kind of sales volume of dealers will have a certain percentage of price discount, which seems to be one of the regular marketing policies of enterprises. But in fact, has the enterprise considered whether it is necessary for the enterprise to motivate the dealers through such an incentive policy, and how much incentive does it have for the dealers?
Ren Lijun believes that the formulation of marketing policies for new products must focus on the marketing strategy system of enterprises. Any policy that cannot support the marketing strategy system should not exist, and any policy that cannot accurately support the marketing strategy system needs to be revised.
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