Marketing work plan

According to the company's 2007 total sales in Shenzhen area of ​​100 million yuan, the total sales target of 50,000 sets and the company's 2007 channel strategy to make the following work plan:
First, the market analysis of the air-conditioning market for several consecutive years of price wars gradually started. The low-end demand in the second and third-tier markets, along with the continuous improvement of urban construction and people's living standards and the arrival of product replacement period, led to the continuous growth of the primary market, which led to the expansion of the overall market capacity. In 2007, the total domestic sales reached 19.5 million sets, which is 11.4*. Compared with 2007, it is expected to reach 25 million to 30 million sets. According to industry data, the global market capacity is between 55 million sets and 60 million sets. The capacity of the Chinese market is about 38 million sets, according to the regional market share capacity, the capacity of the Shenzhen air-conditioning market is about 400,000 sets, and the sales target of 50,000 sets accounts for about 13% of the market share.
At present, the market share of ** in the air-conditioning market in Shenzhen is about 2.8*, but according to industry data, it has been in the “shuffle” stage in recent years, and the brand market share will be highly centralized. According to the strength of the company and the product line in 2007, the company's 2007 sales target is completely possible. In 2007, there were about 400 air-conditioner brands in China, down to 140 in 2007, and the average annual elimination rate was 32*. Under the “encirclement and suppression” of first-line brands such as Gree, Midea and Haier, there are less than 50 active brands in China's air-conditioning market, with a elimination rate of 60*. In 2007, LG was accused of dumping by the United States; Kelon encountered financial problems and its market share declined sharply. Shinco, Changhong and Oaks have also been adversely affected by enterprises and brands, and their market share has also declined. Japanese brands such as Panasonic and Mitsubishi were affected by the strong resistance of the Chinese people in 2007, and the market share was larger. And ** air conditioning in the Guangdong market shows a rapid growth trend. However, the market foundation in Shenzhen is relatively weak, the team is still relatively young, and the brand influence needs to be consolidated and expanded. Based on the above situation, do the following work plan.
Second, the work plan according to the above situation in the 2007 plan to focus on six tasks:
1. Sales performance According to the company's annual sales task, monthly sales tasks. Decomposed according to market specific conditions. Decomposed into monthly, weekly, and daily. The monthly, weekly, and daily sales targets are broken down into various systems and stores to complete sales tasks at various times. And on the basis of completing the task, improve sales performance. The main means are: improve the team's temperament, strengthen team management, carry out various promotional activities, formulate rewards and punishments system and incentive programs. This work is not the same as the peak season. In the sales season, we will promote large-scale terminals for large-scale sales promotion activities for professional home appliances systems such as Gome and Suning.
2, K / A, agent management and relationship maintenance for existing K / A customers, agents or the expansion of K / A and agents for effective management and relationship maintenance, for each K / A customers and agents to establish customers Archives, understand the pre-sales situation and strength, carry out the company's corporate culture and the company's new product dissemination in 2007. This work was completed at the end of August. After the end of the peak season and before the arrival of the peak season, it will spread from time to time. Understand the basic situation of each K/A and agent responsible person and conduct regular visits to communicate effectively.
3. Brand and product promotion Brand and product promotion In 2007-2007, we cooperated with and implemented the company's regular brand promotion and product promotion activities, and planned some input costs, lower public relations promotion activities, and improved brand image. Such as "** air conditioning health, environmental protection, love my family" and other public welfare activities. If possible, joint promotion with each K/A system will not only expand the influence, but also establish a good customer relationship. Product promotion mainly carries out some “road show” or outdoor static display for some product promotion and normal business promotion.
4. Terminal layout According to the company's sales target for the year of 2006, the popularity of channel outlets will increase significantly. According to this situation, actively cooperate with the work of the business department at any time and any place, and actively cooperate with the image of shop-in-shop, park-in-the-garage, and shop-in-the-box. Construction, Actively arrange for promotion, sample tracking and product display. This work is carried out according to the needs of the company's business unit. The layout standards are strictly in accordance with the company's uniform standards.

5. Planning and execution of promotional activities The planning and execution of promotional activities are mainly carried out in the sales season from April to August 2006. The first strictly implements the company's sales promotion activities, and the second is based on the market conditions at that time and the sales promotion of competitors. Activities, flexible planning of some sales promotion activities. The theme of the idea is to avoid its advantages, attack its disadvantages, and focus on planning and execution according to the company's product advantages and resource advantages.
6. Team building, team management, team training Team work is carried out in four phases:
The first stage: August 1st - August 30th A, some promoters carry out key investigations and conduct quantitative assessment. Remove some of the personnel under the ability, focus on retaining around 40 people, and focus on training. B. Formulate relevant team management systems, clearly define the rights and responsibilities, and clearly define the scope of work, and improve the work report of the promoters. C. Complete the ** air conditioning system training materials.
The second phase, September 1st - February 1, 2007, the second phase is mainly to strengthen the systematic training of the main team, cooperate with the company's brand and product promotion activities and plan a series of brand and product promotion activities, and collaborate with the business department. Carry out network expansion, actively carry out terminal layout construction, maintain effective communication with the original terminal, and maintain good terminal relationship.
1 Training system arranges grading and centralized training of business personnel → Promoter training lecturer < Promoter 2 Use the weekly case to conduct centralized training for all promoters
September 1st - October 1st: 4 sections of corporate culture training and industry knowledge training
October 1st - October 31st: 4 sections of professional knowledge training
November 1st - November 30th: 4 sections of promotional skills training
From December 1st to December 31st: Conduct four levels of mentality guidance, training, and regular mentality.
January 1st - January 31st, 2007: Four-section promotion and terminal layout training
February 1st - February 29th, 2007: On-site simulation sales training and on-site testing of all members. At the end of each month, we conduct quantitative assessments and follow up sales.
The third stage: February 1st - February 29th, 2007 1 Use one week to carry out the recruitment and promotion work according to the demand of the number of outlets, and use 10 days to systematically train, evaluate and screen the new on-the-job promotion. After a one-week trial of the qualified personnel, the sales promotion will be re-evaluated. The final decision will be made to ensure that all the terminal posts will be available before March 1.
2 All work is based on the fourth stage of the basic work: the third stage of March 1, 2007 - July 31, 2007, the entire Shenzhen market was fully launched, and the main focus of sales was to increase sales.
First: follow the source of purchase, ensure sufficient supply, proportional coordination, to achieve the most optimal inventory, exercises to avoid out of stock or out of stock.
Second: Recruitment training temporary promoters, in preparation for activities, to create a team that is more combative in all aspects.
Third: Strictly implement the company's sales strategy and promotion activities, and plan to implement sales promotion activities to drive the market and increase sales.
Fourth: follow up the rational distribution of promotional gifts and gifts.
Fifth: carry out the construction of the layout and enhance the brand image. Follow-up counseling and executive supervision.
Sixth: Quantitative assessment every month. Seventh: Decompose the monthly tasks, and break down the work tasks in strict accordance with the WBS law to achieve interlocking, clear rights and responsibilities, responsibility to people, and work details can no longer be Subdivided so far.

Eighth: the use of team management four major means: weekly work meetings; follow-up counseling; debriefing conversation; report management. Strictly control the team and maintain the stability of the team.
Ninth: Conduct market research, market dynamic analysis and information feedback from time to time to be a good transmitter of the enterprise and the market. Strive to create a mechanism for rapid response.
Tenth: Coordinate the relationship between agents and dealers. According to the technical and personnel support, go all out to complete the terminal task.