Product planning book

This article directory 1 product planning book 2 product planning book 3 product planning book Part 1: Product planning book

1. Analyze the problem of the current marketing status of the product. The specific problems in general marketing are manifested in many aspects: · The company's reputation is not high, and the poor image affects product sales. · The quality of the products is not enough, the functions are not complete, and they are left out by consumers. · The product packaging is too bad to attract consumers' buying interest. · Product price is not properly positioned. · The sales channel is not smooth, or the channel selection is wrong, which hinders sales. · Promotional methods are not working, consumers do not understand enterprise products. · The quality of service is too poor to dissatisfy consumers. · Lack of after-sales guarantees, consumers have more concerns after purchase can be a problem in marketing.

2. Analyze the advantages and disadvantages of product characteristics. Find out the disadvantages from the problem, find opportunities from the advantages, and explore their market potential. Analyze the characteristics of each target market or consumer group to differentiate the market, satisfy different consumer needs as much as possible, seize the main consumer groups as the marketing focus, find out the gap with the competitors, and grasp the market opportunities.

4) Marketing objectives. The target of credit sales is the specific goal that the company must achieve on the basis of the previous objectives and tasks, that is, during the execution of the marketing plan, the economic benefit target is: the total sales volume is ×××10,000 pieces, the estimated gross profit ××× million yuan, market share Realize XX. 5) Marketing strategy 1. Marketing objectives:

Ordinary companies can pay attention to these aspects: · Successfully expand the market with strong advertising campaigns, accurately position products, highlight product features, and adopt differentiated marketing strategies. · Focus on marketing with the main consumer groups of products. · Establish a wide-ranging sales channel and expand sales areas.

2, product strategy: through the previous product market opportunities and problem analysis, put forward reasonable product strategy recommendations, form an effective 4P combination, to achieve the best results.

1) Product positioning. The key to product market positioning is to find a vacancy in the minds of customers, so that products can quickly start the market.

2) Product quality function plan. Product quality is the market life of the product. Enterprises should have a sound quality assurance system for their products.

3) Product brand. To form a certain reputation, reputation, and establish a well-known brand in the minds of consumers, we must have a strong sense of creating a brand.

4) Product packaging. The first impression of packaging as a product to consumers requires a packaging strategy that caters to the consumer's satisfaction.

5) Product service. In the planning, we must pay attention to the improvement and improvement of product service methods and service quality. 3. Price strategy. Here only a few general principles are emphasized: • Pulling large batches of zero spreads to mobilize the enthusiasm of wholesalers and middlemen. · Give appropriate quantity discounts and encourage multiple purchases. · Based on cost, based on the price of similar products. Make product prices more competitive. If the price of Di Diyuan is a marketing advantage, it should pay more attention to the formulation of the price strategy.

4. Sales channels. How does the current sales channel status of the product have any plans for the expansion of the sales channel, and adopt some affordable policies to encourage the sales enthusiasm of the middlemen and agents or to formulate appropriate incentive policies.

5. Advertising. 1) Principles:

1 Obey the company's overall marketing and publicity strategy, establish a product image, and at the same time focus on establishing a company image. 2 Long-termization: The personality of advertising and advertising products should not change and become more versatile. Consumers will not know the goods, but the old customers will feel strange. Therefore, consistent advertising should be launched in a certain period of time. 3 Extensive: When choosing advertising and media, it is more styling, and pays attention to the way of promoting publicity. 4 Irregularly cooperate with the staged promotion activities, grasp the appropriate timing, timely and flexible, such as major holidays, the company has commemorative activities. 2) The implementation steps can be carried out as follows: 1 Product image advertisements are launched in the early stage of the planning period. 2 After the sale, the agent advertisement will be launched in due course.

Promotional advertisements are launched before holidays and major events. 4 Grasp the opportunity to conduct public relations activities and reach out to consumers.

5 Actively use the news media, be good at creating and using news events to enhance the visibility of corporate products. 6. Specific action plan.

According to the characteristics of each time period during the planning period, various specific action plans are launched. The action plan should be meticulous, meticulous, operational and flexible. It is also necessary to consider the expenses, all the best, and try to achieve good results at a lower cost. In particular, we should pay attention to the seasonal products and the marketing focus of the peak season, and seize the advantage of marketing in the peak season.

6) Plan the budget of each program. This part records the cost of the entire marketing plan, including the total cost of the marketing process, stage costs, project costs, etc. The principle is to achieve the best results with less investment. The cost budget method will not be discussed in detail here, and the company can analyze and formulate it based on experience.

VII) Program adjustment.

This part is a supplement to the planning plan. In the implementation of the program, there may be places that are not compatible with the actual situation. Therefore, the implementation of the plan must adjust the plan in time according to the feedback from the market. The preparation of the marketing plan is generally composed of the above items. Different products of different enterprises, different marketing objectives, the various contents of the focus can also be slightly selected.

Part 2: Product Planning

First, market management

1. Market Positioning: After market research, analyze customer groups and classify them according to regions, consumption purposes, consumption levels, and consumption habits to determine the direction in which products enter the market.

2. Market analysis:

Market segmentation: First, regional division, and second, division of products of a certain grade, respectively predicting market share;

Target division: target area and target occupancy.

Target market segmentation strategy, which is the strategy and tactics adopted to achieve market goals and market share targets.

According to market research, after clear customer groups, the market must make quantitative and qualitative analysis of customer demand.

3. Industry analysis:

Clarify the current state of the industry, especially for major competitors

Identify the type of competition and purchase. At what level, the competition is mainly carried out, and the types of purchases from consumer objects and product performance analysis, such as group, individual, season, communication, investment, and supporting.

Second, product cost and price positioning

1. Product cost: First, product cost composition and value; second, how to reduce production costs through material procurement, production, and management.

2. Product sales price positioning.

Third, sales strategy

1. Sales model;

Normal mode and network mode.

2. Sales policy;

In the highly competitive market, various manufacturers carry out a large number of publicity from product quality, after-sales service and price. In the strategic plan, the company's after-sales service and quality advertising needs to be in place, and have a certain unique personality. In the principle of being a conscience, do not bully.

3. Sales measures;

In order to firmly occupy the market for a long time, it is recommended to strengthen the promotion effect of “corporate image power” and use the soft advertising effect of “business without saying business” of public relations advertisement to enhance the infusion of direct hard advertisement of product advertisement.

4. Promotional means;

Step-up price increases are a type of price strategy in marketing. Mainly for the implementation of the off-season sales, in order to report the decline in sales. The step-up price strategy itself has a better promotional power. Compared with the simple price reduction, the consumer's trust in the product is not reduced. Because it is a gradual price increase, this also prompts consumers to purchase as soon as possible. Increase sales in the off-season and tacitly kiss the relatively busy season. For example, Gree air conditioners used this strategy in winter sales to make air conditioners hot.

5. Sales advertising;

"XXXX" l/4 version 5 times;

"XXXX newspaper" is linked to the column 8 times;

Other city evening newspapers, radio and television newspapers were published.

Slogan: Oxygen machine makes the plateau more beautiful.

6, after-sales service system

Collect consumer opinions and improve.

Part 3: Product Planning

Product description

1. What kind of product is it?

2. What are the product features?

3. What is the difference between products on the market?

4. What is the life cycle?

2. Market analysis

1. Analysis of existing products on the market

2. Target consumer group analysis

3. Potential target consumer groups

4. Product tariff analysis

5. User operation habit analysis

Product positioning

4. Marketing

1. Stage 1 2. Stage 2 3. Stage 3 4. Stage 4

V. Benefit estimation

1. Product tariff 2. Product user group number 3. Product potential user number 4. Monthly product revenue

6. Product introduction 1. Product rules 2. User attributes 3. System introduction 4. User level 5. Main function introduction

Product development progress

1. Product Proposal 2. Product Idea Integration 3. Re-proposal 4. Product Content Reintegration 5. Product Process Compilation 6. Product Process Modification

7. Product Process Submission 8. Product Work Order 9. Technology Development 10. Internal Testing

Eight. Product personnel list and responsibilities

1. Product Manager 2. Product Planning 3. Editorial Staff 4. Technician 5. Tester wap version

What should be included in a complete product planning plan:

1 Introduction

Describe the generalized texts that lead to user demand, market demand, and market prospects that result in product ideas. 2, product introduction

A brief introduction to the product, including content, features, features, and comparison with similar products.

3, the realization principle

The block diagram of the product content details the methods and principles that have been implemented.

4, business process

Product business flow chart, response content, business menu, etc. for technology implementation.

5, production requirements

Details of the corresponding indicators that should be achieved during the implementation of the product technology.

6, product packaging market promotion recommendations

Product tariff model recommendations, user operation procedures, prize setting, cooperation method recommendations, marketing promotion methods, follow-up service content recommendations for product promotion, etc.

7. Benefit forecast

Relevant basic data and principles of benefit forecasting, input analysis, income analysis, and benefit forecasting.

8, the conclusion

A few words of nonsense, people feel that there is an end.