Marketing plan business plan

Enterprise development and the survival of enterprises are always the most concerned issues for enterprises. Of course, only if enterprises can survive, can they develop. If even survival is a problem, development will be impossible! Since enterprises must survive, they must develop, and the amount of understanding of the market is also largely dependent on the basics of enterprise survival. Doing a good job in marketing is very important to the development of the company!

Corporate New Product Promotion Marketing Plan Book , Marketing Marketing Plan Book Content: The new product should be promoted in a comprehensive, three-dimensional, hard and soft market in the early stage of marketing. The marketing plan book operates as follows:

First, the theme of the event: caring for the family, you and me - the lottery

Second, the event time: new product introduction period

Third, the purpose of the event:

1. Zero distance and target customer groups to quickly spread product concepts and product benefits.

2. Let the target consumer group know, understand, try and experience new products.

3. Let the target consumer group recognize what he needs, guide and educate consumers.

4. Create shopping mall hotspots, community hotspots, and urban hotspots.

5. Attract a large number of target consumers.

Fourth, the content of the event

a) Arrangements within the mall:

1. Equipped with two excellent promotion personnel to introduce customers to products, companies, agents and consumer monitoring concepts, and strengthen the company's products to customers' interests.

2, play the feature film of the company's consumer monitoring, it is best to play on a large TV.

3, conditional shopping malls can engage in a small knowledge quiz "sweepstakes to send, care for the family you and me" activities.
Activity steps:

1) The sales staff will issue the counter product information to the customer, and will inform us to participate in the prize-winning knowledge quiz and lottery activities during this time. After reading the information, answer the correct question and you can draw the prize. The winning rate is 100%, and there is a grand prize. Counter products.

2) Gifts: divided into general gifts and a grand prize, general gifts are small gifts made by the company; the grand prize is one of the counter products, there is a big prize every day, and one day is taken out to add another one in time.

3) Set up a lucky draw box next to the counter, which is equipped with two color table tennis balls, including one yellow ball and the other four white balls; one question card set with 40 question cards.

4) Rules: The correct answer can be drawn; the lucky draw chance is only once; the white ball is the commemorative prize, the yellow ball is the grand prize; the 100% wins, and there is a big prize every day.

4. Consumer monitoring products enter the mall dm.

5, live pop advertising.

Principle: Concisely reflect the information of consumer monitoring products and the information of the lottery.

2) Outside the mall sp:

1. Set up a publicity point on the main door of the mall. The promotion staff will promote the consumer monitoring products to each customer in the mall and point out the location of the counters and the lottery activities.

2, hanging a banner in the main door of the mall: I wish the consumer monitoring counter grand opening. Or hang two vertical frames, by the head: "Zhu XX company exports the industry first in July"; "Zhu XX consumer monitoring counter grand opening"

3. Hang two floating air balls in the open space of the mall and hang two frames.

c) Urban community promotion:

This community promotion program should be operated according to local conditions.

1. Community selection:

1) It is best to be in the vicinity of the counter, so that it can form a three-dimensional pull in the area and show each other.

2) It must be a medium-to-high-end community near the counter, where the target consumer group gathers, where promotion and promotion can be said to have played the role of “doing twice the result with half the effort”.

3) Under the above conditions, select 1-2 communities to conduct pilot projects. After the pilots are successful, promote and copy them, and then conduct standardized urban community operations. 2, community promotion positioning

1) In the community promotion, it must reflect the overall strength and brand image of the company and local middlemen; reflect the long-term, safety and professionalism of the target consumer group service for manufacturers and middlemen; reflect the humanization and familyization of the promotion, Affectionate; reflects the integrity, unity and coordination of the promotion.

2) The promotion of the current community should naturally guide the target consumer group, focus on education, conduct information interaction based on the survey, and make flexible adjustments.

3) Let the target consumer group experience and try it out.

3, community promotion content

1) Community activities:

a. Theme: New fashion care is at your side

b Location: within the middle and high-end communities

c time: After the counter is opened for one week, it is usually arranged on Saturday and Sunday rest days.

d propaganda mode: one for n, “one” for the main propaganda point in the community, and “n” for the sub-propaganda point.

e activity creativity: the community, it is very clear, she is the fusion paradise of the home, where you can always feel a kind of warmth, a kind of care, a kind of quiet, where you can see the "face" of the home, the soul of the home, the connotation of the home It is necessary to understand that the people here are in harmony with nature, and with Hume, experience life! Therefore, we are here to "go to the countryside" and respect their quiet principles of life. We just do it gently, gently say, gently go to the show, and gently go to the demo. At the same time, our activities should be melted with the family, let them feel the smile, kindness and care of the promoters, let them find interest in the activities, get rest, let them find the feeling of "home" in the activity, let them in nature In the process of guidance, education, understanding, understanding, generating interest, facilitating needs, and even generating purchases.

f activity content:

In the community promotion shortly after the opening of the counter, the community activities during the project introduction period mainly promote the concept of consumption monitoring, let the target consumer group understand the functions and interests of the major series of products, let them understand what they need, and make them feel effective, Convenience and vividness. Let them see, hear, and repay, let them feel and experience in all aspects.

Activity content; identify the propaganda points in the community; determine the unified image of the propaganda point; determine the propaganda content; determine the propaganda method, determine the propaganda level

a) Community propaganda points; depending on the size of the community, the main propaganda area and sub-propaganda points are set. The main publicity area undertakes the main community activities and publicity role. The deputy publicity area plays the role of propaganda and dyeing, showing the professional and image. The main publicity area should be located in the interchange of the community, use the company's unified publicity to spread the dye; can hang a large banner with the theme as the content; put 3-4 promotion platform to display the company's consumer monitoring products, company information and activities Materials; release the company's feature film; qualified communities can conduct prize-winning knowledge quiz and lottery activities in the main publicity area, the lottery activities can be carried out once every half hour, one and a half hours; two promotion personnel to introduce the company, consumption monitoring concept, Product features, benefits, distribution of information and feature films, inform the counter address, at the same time to understand the economic income, family composition, hobbies, living habits, time schedules of the community consumer groups, and at the same time with community property management personnel, guards do a good job Relationship, strengthen communication.

b) The sub-publicity area generally arranges 1-3 points according to the community situation, and uses the propaganda Xiaopeng to dye the dye; put a table, company information, indicate the direction of the main propaganda area, and arrange the promotion personnel as appropriate, or not.

c) activity feedback;

Activity feedback refers to the feedback after actively entering the community activities, that is, the activity evaluation of the activity and the adjustment of the activities to achieve the purpose of community promotion.

d) The unified image of the propaganda point: the publicity of the propaganda point, the big canopy, the small tent and the scene arrangement image color should be based on the basic color of the counter: the sea blue and the outdoor advertising tone yellow color, the large and small tent design is smooth, atmospheric and fashionable. The unified image of the promotion staff.

e) Promotional content: exhibition activities, promotion activities, demonstration activities, sweepstakes, experience trial activities, consumer survey activities, trial symposiums, event feedback, community ordering meetings, preparation of community care clubs, property management support cooperation

f) Propaganda methods: event promotion, relationship marketing, survey, discussion, establishment of organization, negotiation and ordering

g) Promotion level: low level - event promotion, relationship marketing

High-level - investigation, discussion, establishment of organization, negotiation and ordering

2) Experience trial activities:

Experience trial purpose: During the new product introduction period, consumers don't know the function of the product, and they don't know what the product can bring to them. In order to let consumers understand the consumption monitoring faster and better, prove the factuality of the promotion personnel's statement and guide the target. The concept of consumer groups enables them to form new consumption habits and new family behaviors. The target group trial range; the trial target group can be determined in the lottery event or other activities, or can be determined according to the conversation status, but generally there should be 3-5 test users in each building, and each unit has a test user.

Try sample range; Baby-friendly series, Laifu series, LCD series, sample 1-2 sets per series.

Trial time; three days to ten days, after use, the promotion personnel will pass the acceptance test to the test user and pass it to the next test user.

Trial commissioning; the promotion staff should first teach the test user to use the product, and demonstrate at the home and confirm that the test user has basic understanding of the operation;

Test user profile: test user basic information table; test user feedback form

3) Relationship marketing with community property and neighborhood committee

Use the guard to distribute information: During the inactivity period, you can use the guard to promote. In the way, the relationship between the guard and the target customer group can be communicated. In the community to carry out effective promotion, we must have a good relationship with community property and neighborhood committees, and form a long-term stable cooperation alliance.

Community property: Contact with property management personnel according to local conditions, contact with the doorman, allow activities in the community, experience trials, symposiums, club displays, etc. Contact the neighborhood if needed.
Enterprise new product promotion marketing plan

4) Consumer Survey:

Consumer survey refers to the survey activities carried out during the activities of the community. The main body is the adults in the community. During the exhibition, they inform the form and answer the questions to send small gifts or have the opportunity to participate in the trial activities.

Confirm consumer survey

After the questionnaire is collected, the agent or the headquarters will conduct statistics and write an analysis report to provide a basis for adjusting strategies, strategies and tactics.

5) Trial symposium

Location: Near the community, preferably within the community, to see the specific situation.

Time; After experiencing the trial, the community will usually be arranged for half a month after the trial.

Participants: Under the control of 20 people, it is necessary to select a test user with representative and expressive ability. There must be an age, an economic level, a cultural level, and a social level.

Contact person; promotion manager, property manager, community guard

Forum content:

Trial experience; perception of the product; perception of the company; acceptance of the product; promotion manager to explain the product, project source; reflect the family solution; on-site agitation, promotion; order registration;

Way of talks; interactive exchange, explanation pull

6) Community order:

The community target consumer group feels that the product can bring him benefits under the influence of activity promotion and trial use, etc., and will have the desire to purchase. Community subscriptions can be ordered at the trial symposium, or they can be registered at the gatekeeper, and local specific intermediaries are given the delivery.

7) Prepare a community care club

Why should we build a community care club: engaging in activities in the community to promote and try out the experience products will cause some consumer groups to generate purchase behavior, but the concept of consumption monitoring must be a new thing, people still have a gradual process when accepting, so to stimulate Most of the needs of the community are obviously in constant contact and communication with them. Moreover, there will be various unconceived problems in the process of using new products. There is a way to keep in touch so that consumers can complain to us in time. This will avoid both negative impacts and good community reputation. On the other hand, we launched a community club that cares for children, the elderly, and caring for family themes. It is also an invisible promotion of consumer surveillance products and the promotion of stone brands. As long as we have the heart of the target consumer group, what promotion barriers do we have? ?

Opportunities; now there are many communities with elderly activity rooms. On this basis, we have expanded into children, youth, and elderly activity rooms. Intermediaries can promote long-term publicity and product display by helping some activity tools. Said to be an affordable and effective channel.

Mode of operation: The property of the community may also be negotiated by the neighborhood committee to form a cooperation. The general trend is to give the property or the neighborhood committee a commission in the community through the amount of the club sales. The specific operation is determined by the local middlemen according to the actual situation.

In the future development of enterprises, the understanding of the basic market largely affects the prospects of enterprise development. Doing a good job in marketing planning for enterprise development is of great benefit to the development of the enterprise. The market is cruel. Only by constantly developing and innovating, the development of the enterprise has a greater future. This is the most fundamental development. Only such development can Be successful!