Marketing plan

I. Summary of the plan

1. The annual sales target is 6 million yuan;

2. 50 dealer outlets;

3. The company has a certain reputation in the self-control product market;

Second, the marketing situation

Air-conditioning self-control products belong to the central air-conditioning and other industry supporting products, and are constrained by the upstream product consumer market, but the total demand is still considerable. With the continuous improvement of urban construction and people's living standards and the arrival of product replacement, the market continued to grow, which led to the expansion of the overall market capacity. Hunan is located in the central part of China, and the demand for air-conditioning self-control products is relatively large: 1. The summer and autumn are hot, and the spring and winter are cold; 2. The real estate industry in Hunan has developed rapidly in the past two years, especially the construction of high-end commercial buildings and villas; Hunan's integration into the western region will increase the construction of various basic projects; 4. The city of Changsha, Zhuzhou and Xiangtan; 5. The construction of industrial parks and development zones in Zhangzhou, Yueyang, Changde, etc.; 6. The improvement of people's demands for their own lives; The air-conditioning self-control products, especially the high-grade air-conditioning self-control products, have great development potential in Hunan.

Marketing methods In general, air-conditioning self-control products are sold in three ways: project bidding, real estate group purchases and private projects. The project bidding channel occupies a large share, but the real estate group purchase and private project two channels have developed rapidly and have shown a diversified development situation.

From the perspective of sales channels of various enterprises, most companies adopt the model of office plus dealers. Domestic air-conditioning self-control products companies have increased their efforts to deploy national marketing networks and consolidate traditional channels in 2007, strengthening and designing institutes. And public relations cooperation with management departments. For air-conditioning self-control products companies with relatively late entry time, due to the relatively short market accumulation time and eager to quickly open the market, they basically adopt the channel mode of office and distribution system. In order to respond quickly to the market, all the self-control products entering the Hunan market are in stock in Hunan. The market capacity of Hunan air-conditioning automatic control products is relatively large and has great potential. The development trend is generally optimistic. Therefore, there are great market opportunities for brands that have not yet entered the Hunan market. As long as they adopt a well-prepared market strategy, they can squeeze into Hunan. market. At present, Shanghai Zhengyi is weak in the market of Hunan air-conditioning automatic control products, the team is still relatively young, and the brand influence needs to be consolidated and expanded. In the sales process, we must be very clear about the advantages of our company, and make use of it to achieve the ultimate; and find out the weaknesses of our company and promptly put forward, to overcome the maximum value; improve service level and quality, and penetrate the service consciousness In every aspect of communication with customers, we pay attention to various services such as pre-sales and after-sales return visits.

Third, marketing objectives

1. Air-conditioning self-control products should aim at long-term development and strive to take root in Hunan. In 2019, the company established a comprehensive sales network and model project with a sales target of 6 million yuan.

2. Become a first-class air-conditioning self-control product supplier; become a successful brand of rapid growth;

3. Drive the development and development of the entire air-conditioning product with air-conditioning self-control products.

4. The short-term goal of market sales: to achieve rapid growth in marketing performance in a short period of time, to make its own products become well-known brands in the industry by the end of the year, replacing a part of the market in the same level of products in the province.

5. Committed to the development of the distribution market, and by the end of 2019, it will develop into 50 distribution business partners;

6. Regardless of the spirit, physical strength must be fully invested in the work, so that the work has high efficiency, high income, high salary development;

Fourth, marketing strategy

If the air-conditioning self-control products are to grow rapidly and have to gain a competitive advantage, the best choice is necessarily the overall competitive strategy of “target concentration”. With the rapid development of Hunan's economy and the continuous expansion of urbanization scale, the consumption potential of the air-conditioning self-control product market is very large, and the target concentration strategy is a wise competitive strategy choice for us. The specific tactical strategies we can adopt around the “target concentration” overall competition strategy include: market concentration strategy, product concentration strategy, dealer concentration strategy and other strategies for target concentration. To this end, we need to divide the Hunan market into the following four types:

Strategic core market---Changsha, Zhuzhou, Xiangtan, Yueyang

Key development market----Chuzhou, Changde, Zhangjiajie, Huaihua

Cultivating market----- Loudi, Hengyang, Shaoyang

Waiting for the development market----Jishou, Yongzhou, Yiyang,

Total marketing strategy: marketing strategy for all-person marketing and direct marketing and channel marketing

1. Target market:

It blooms everywhere, and the central city and small and medium-sized cities break through at the same time, focusing on the development of industry model projects, vigorously developing key areas and key agents, and rapidly promoting product sales and sales.

2, product strategy:

Drive the overall sales with a holistic solution: require our products to form a complete solution and a successful case, which will drive the sales of the entire line of products. Size interaction: Sales of valves and other products are driven by sales of air-conditioning self-control products, and sales of air-conditioning self-control products are promoted by valves and other products.

3. Price strategy:

High quality, high price, high profit space as the principle; formulate a more realistic price list: the price list is divided into two layers, the media open quotation, the lowest price of the market sales. Develop a higher monthly rebate and quarter rebate policy to control the marketing system. Strictly control the price system to ensure a price-level profit margin between the first-tier distributor, the second-tier distributor, the project contractor, and the end-user. In order to adapt to the market, the price policy must have a certain level of activity.

4. Channel strategy:

Distribution partners are divided into two categories: First, distribution customers, is our key partner. Second, the engineering customer is our basic customer.

The establishment mode of the channel: A. Take a step-by-step approach, first draft the agreement, then make the sales forecast table, and then formally sign the agreement to order the first batch of goods. If you do not purchase the goods, you cannot sign the agency agreement; B. Take the approach of finding important customers, negotiate the goods into the hands of the distributors, and then our sales and market support will keep up; C. Pick a competitive mentality between the agents, In the negotiation, we have a proactive and high profile because of a local potential customer. Can't enter the market with a low attitude; D. After the drafting agreement, the name of the drafting agent can appear in our advertisement, picking up the contradiction between the distributor and the original manufacturer, we take the opportunity to enter the market; E. In the local regional market At the moment, it is guaranteed that there is a local secondary agent that can become an agent, which can become a threat and promote the first-level agent.

There is a push and pull power in the market. To grow rapidly, we must use the driving force. Pulling takes a long time to cultivate. To this end, we will focus on the development of channel distribution. In addition, the personnel responsible for large customers and the engineers of the engineering industry will focus on the industry market and engineering market, and strive to complete 4~5 model projects in three months for internal staff. Establish confidence with distributors. By the end of the year, complete your own marketing quota.

5. Staff strategy:

The basic philosophy of the marketing team: A. Open minded; B. Conquer self; C. Professionalism;

The vertical contact of the business team, to maintain efficient communication, in order to respond quickly. Team building is flat.

Internal staff reporting system and sales incentive system

Sell ​​products in a professional spirit. Value = price + technical support + service + brand. The actual sale is a solution.

Develop a sales brochure; this includes instructions for the game rules of the agent, technical support, the scope and functions of the marketing department, the problems that can be solved, and the support provided.

V. Marketing plan

1. The company should make good use of the Shanghai brand and take the brand development strategy;

2. Integrate various local resources in Hunan and establish a sound sales network;

3. Cultivate a group of good customers and establish a good social network;

4. Build a good marketing team;

5. Choose a set of market operation modes suitable for the company;

6. Grasp the characteristics of the company's products and find the selling point of the company.

7. The company should adopt the market operation mode combining direct sales and distribution in Hunan; direct sales model project will drive the development of distribution network, and sales will be used as the company's profit growth point;

8. Direct sales use the combination of personnel promotion and some media publicity to expand the market. For air-conditioning self-control products, we can use the community promotion method and the key engineering machine project model project persuasion method;

9. In order to enter the market as soon as possible and to facilitate the long-term development of the company, Changsha should be the center and march to major cities in the province, with Changsha as the core and the city as the profit growth point;

10. Hunan's channels should adopt a flat mode and make channel construction and management. In terms of channel construction, there may be no provincial-level distributors, but cities and towns as basic units. Each prefecture-level city has two levels. Dealers, and the marketing tentacles have been extended to the county-level market with market value, changing the long-term guerrilla warfare mode of other air-conditioning self-control product brands in Hunan in the prefecture-level market, using positional warfare, establishing branding with long-term interests of dealers. The mode of operation is intensively cultivated for each regional market.