I. Review and prospect
Since September, 20XX, the company has established Changsha Yiling Branch, which is a major change for the company to explore a new management model. It's been almost a year, and the gap with the goal is still very large. Many unsuccessful bids, group customers failed to make a breakthrough, personnel recruitment and training were not in place, the turnover of personnel was large, the team development was too slow, and the overall performance was not satisfactory. But with the support of the company's top management and our continuous learning, we also explored our own way of survival and development in the next few months. In the process of market expansion and company resource integration with branches, the company has made continuous progress and slightly improved its performance. In the next time, we will make persistent efforts to make Changsha Yiling bigger and stronger.
Second, Changsha market customer analysis and market potential analysis
1) Real estate customers: Real estate customers are our most important customer groups, and they can also generate the greatest economic benefits. There are 270 properties for sale and 328 properties for sale in Changsha, with considerable market potential. At present, more than 30 projects/kloc-0 have found the person in charge and followed up, with more than 30 key customers. The clients we have worked with include Xiaoxiang International, Xinxiang Yayuan and American Story. In the future, real estate will remain the focus of our follow-up with customers.
2) Large commercial organizations and major electrical appliances brands, such as Wal-Mart, Carrefour, Gome, Suning, Midea, Gree, TCL, Skyworth and Changhong. Too little effort has been made in this regard and we need to strengthen follow-up. The market in Changsha is still very large.
3) Automobile sales, automobile 4S shops, new car listing promotion or promotion activities, Changsha automobile industry does not do a lot of short MMS promotion, more people can follow up, and we also cooperate with Blue Sky Group.
4) Large-scale exhibitions, such as housing exhibitions, auto shows and clothing exhibitions, have been followed up to some extent, but the effect is not obvious, and they are mainly occupied by local companies. We can follow up under certain conditions.
5) Promotion of finance, personal retail department of banks and fund issuance. These Changsha are basically for the promotion of internal platforms, rather than focusing on following up with customers.
Third, the same industry analysis
The competition in Changsha SMS market is very fierce. There are more than 0/00 SMS companies and more than 30 active companies. We often meet Star Media, Jasmine, Xu Wei, Eastcom, Hanna, Precision, Face to Face, Faye Wong, Nalan, Focus, Huihong and so on. There are more than 50 people in Jasmine Blossom, and the earliest people here do text messages. There are many relationships, and I have my own diary every month. There are more than 200 people in the starry sky, belonging to the group company. I have seen them many times, and the price is very low. I like to do free trial, give away the platform, call the real estate to install equipment and automatically reply to text messages, cooperate with the real estate to do activities, and organize a group to see the house. There is also a Xu Wei with a large office and its own computer room. I like to show others to their company, and the facade work is done in place. In addition, Eastcom has some fame.
Four, business personnel to open up the market plan
The expansion of the company's scale requires business personnel to further expand the market and increase market share, which is the fundamental goal of the company's market development. According to the market situation and customer characteristics, the company has determined the future market expansion plan based on the existing market:
1) Attach importance to the development and cultivation of key customers. Big customers are the core customers of the company. By providing efficient and high-quality services, the company ensures the stability of the core customer base, the basic market, and promotes the company to expand the market scale. On the other hand, increase the development of new customers and potential customers and fully tap the market potential.
2) Regional marketing strategy. The focus of regional marketing is still in the urban areas, including Yuhua, Furong, Kaifu, Yuelu and Xingsha.
3) Deepening the service marketing strategy The company will aim at meeting the needs of customers to the greatest extent, constantly strengthen the service marketing concept in product sales, and run technical support and supporting services throughout the whole sales process, thus enhancing the company's market competitiveness.
4) Strengthen the construction of marketing team. Expanding the marketing team, which is the most important at this stage, needs the strong support of the company. At present, there is a serious shortage of manpower to open up the market. It is necessary to improve the professional quality and marketing skills of salespeople through continuous training and talent introduction, and establish a marketing team with proficient business, diligence and loyalty. Improve the sales incentive mechanism, implement the performance appraisal reward and punishment policies for sales personnel and agents, and fully mobilize the enthusiasm and creativity of the sales team.
5) Implement brand strategy and establish a good brand image. The company's products enjoy a high reputation in the market. In the next few years, we will focus on implementing the brand strategy. With the help of this issuance and listing, we will further establish the brand image of the products, improve the brand awareness of the company and enhance the market competitiveness of the products.
Verb (abbreviation of verb) is a problem faced by business people now.
1) Hardware Convenience There are too few offices in the company, which is not conducive to the expansion of personnel, the introduction of talents and the lack of computers. It is necessary to introduce new services, but the computer is no longer available. According to the plan, two people should recruit at least four salesmen and at least one computer.
2) In terms of software, it is mainly due to insufficient training. Salespeople don't know many basic etiquette and their communication skills are not strong. I will search and download business training materials online for unified training, and exchange and encourage each person's personality separately.
3) In the fierce competitive environment, everyone is under great pressure, with unsatisfactory performance and low income. I live and work far away, and the traffic in Changsha is blocked, so it is not very convenient to commute.
Six, business personnel management plan
1) After the new salesman arrives, the company will arrange to participate in pre-job training. Every salesman must pass basic training before he can officially take up his post. The training contents include corporate culture training, professional ethics training, basic business knowledge training, customer communication, communication and public relations training.
2) In the early stage of starting a business, my old business or I will take them for a period of time to visit, communicate with each other and learn from each other.
3) In order to make new salesmen familiar with the company's business as soon as possible, the company adopts a salary payment system without quota, travel allowance and commission, and encourages new salesmen to boldly expand their business scope.
4) The probation period for new salesmen is generally three months. If the bill is not settled for three consecutive months, the employee will leave the company automatically, and those who are positive may be rehired for observation as appropriate.
5) In order to achieve the purpose of responsibility and determine the responsibility system, the company can implement the policy of heavy rewards and heavy penalties.
Seven, improve the sales performance of business personnel.
1) affirm salesmen, recognize salesmen, motivate salesmen, and build confidence in business. Salesman is the most important part of sales activities. Salespeople should accept themselves, affirm themselves and like themselves. If we look down on ourselves and expect our customers to like us, it is really hard for our customers.
2) Develop good habits. I want to go to work on time, insist on making at least 50 business calls every day, and arrange at least 1-2 customer visits ... Everyone is a slave to habit, and a good habit will benefit them for life.
3) Work is planned. Who is your client? Where does he live? What do you do? Do you have any hobbies? How do you contact him? Understand the trend of each customer or the characteristics of this area in depth, so that you and the target customers have the same topic or characteristics.
4) Training more professional knowledge. A salesman should have commodity knowledge, business knowledge, industry knowledge, regional knowledge and related knowledge.
5) Help enterprises build customer base. It is impossible for old customers to find new customers and potential customers through the Internet, visits and peer media, and to communicate more. It is impossible to master 20 million people, but it is not impossible to master 200 people. Through the efforts of making good friends, there will always be more opportunities to know 1000 people than just knowing1000 people. From understanding to becoming a customer, customers can also derive customers and gradually establish their own customer base, and their performance will naturally improve.
6) Cultivate the indomitable spirit of not being afraid of difficulties and not being rejected in your career. Once rejected by customers, 5 of the 10 salesmen will stop; Rejected for the second time, two of the five people disappeared; After the third rejection, only one person will make a fourth effort, and then he will have no competitors. Successful salespeople fail and fight again and again. They don't believe in failure, but only think that success is a stage, and failure is just an incorrect way of success. After a short failure, they learned the methods of change and promoted their own progress. Continuous progress, continuous improvement, starting from scratch again and again, will have the final good results. A business master put it well: "An effort is a fortune. If you don't get it, you won't come."
7) Do the right thing. Following the right person and doing the right thing is the first thing that every salesperson has to face. Since we are destined to be together, we have the responsibility to guide them to find their own direction, work hard towards their own goals and help them succeed.
8) Create a good working environment. First of all, everyone has a positive thinking mode and everyone has different advantages. Everyone should communicate more, encourage, help, study, work hard and make progress together, so that the great cause has a sense of belonging. Unite and work together to make Changsha market bigger and stronger.
Eight, how to improve the enthusiasm of the old businessmen.
1) Establish an effective incentive mechanism. Pay attention to the strategic planning of the enterprise, let the old salesmen see the lofty aspirations, goals and bright prospects of the enterprise, and create a humanistic atmosphere suitable for the survival and growth of the enterprising old salesmen. Help them implement career planning, constantly set higher goals for the old salesmen, help the employees make progress, and don't let the old salesmen feel that they have done their best in this enterprise.
2) Strengthen training. In order to satisfy the thirst for knowledge and self-motivation of senior sales staff, the personnel trained and gradually promoted by enterprises generally have a high sense of identity, belonging and good adaptability to enterprises. We will train here every two weeks.
3) Provide space. It can provide more space for the expansion of the old salesman's business ability and ensure sufficient resources and support. You can consider making material compensation or giving some help.
4) Staffing. Assign new business people to the old salesmen and give them some rewards.
5) empowerment. Promoting suitable old salesmen to management positions can motivate other employees and form a virtuous circle. The old salesman is experienced, so that the business ability can be passed on through the team to maximize efficiency.
9. How much performance is Changsha market prepared to make?
1) The daily sales target in June, July and August is to exceed the average monthly sales of 60,000.
2) September 10 is our peak season, and we will strive to break through the monthly sales of 65,438+10,000 when the staff is full.
3) 1 1, 12 The key point is to stabilize and consolidate the market, integrate and sort out, and strive to clarify the customer relationship of bidding in the coming year and establish a good relationship.
4) Seize every opportunity and strive to break through the monthly sales of 200,000 in two years.
X. Problems faced and suggested solutions
1) marketing team: there is a serious shortage of salesmen and recruitment is urgently needed. There shall be no less than 7 qualified marketing personnel throughout the year. Now we need to recruit 4-6 people, train them in a unified way, and fight the tough battle of gold, nine silvers and ten silvers.
2) The convenience of hardware and too few company offices are not conducive to the expansion of the company and the introduction of talents. 、
3) Computers are not equipped enough, and new services need to be introduced, but there are no computers available. According to the plan, two people should recruit at least four salesmen and at least one computer.
4) In terms of software, it is mainly due to insufficient training. Salespeople don't know many basic etiquette and their communication skills are not strong. I will search and download business training materials online for unified training, and exchange and encourage each person's personality separately.
5) In the fierce competitive environment, everyone is under great pressure, with unsatisfactory performance and low income. I live and work far away, and the traffic in Changsha is blocked, so it is not very convenient to commute. You can consider part of the company and employees renting houses nearby.
Product Marketing Plan Case (2)
I. Competition events
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 of Marketing College 120 1 class, and other classes participate voluntarily.
2. There will be a first prize 1 name, a second prize 1 name and two third prizes, and award certificates and bonuses will be awarded.
5. 18 organize the finals at 2: 30 pm on Wednesday, 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 the cumulative total score of each project 100, and the average score of the judges is taken to score each team; 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 PPT presentation and defense: a multimedia classroom, a multimedia projector and a computer, using Powerpoint2003 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, the group can prepare, the next group to 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.