2014 product promotion plan

This article directory 1 product promotion planning book 2 product promotion planning book 3 product promotion planning book article 1: product promotion planning book

I. Market background analysis and promotion purposes 1. Market background

A. The development of this product has just started, there are still great development prospects at home and abroad, and it is still far from being in short supply.

B. At present, there is still a big market gap in the litchi wine market. If enterprises can seize the opportunity, they can well occupy the markets everywhere. However, the current Litchi wine brand has not played its role. In order to better expand the market, we have developed this promotion plan. 2. Promotion purpose

Open market sales, establish corporate brand image, increase the company's revenue. 3. SWOT analysis of existing products of the company:

Advantages of S: At present, there is no large-scale and professional Litchi wine production factory at home and abroad. If the market of the Litchi Litchi wine is spread, it will form a commercial monopoly situation.

W disadvantage: technology development and research is still immature, people still have no understanding of litchi wine. The sales channel is not smooth, and the company's financial strength is limited.

O Opportunity: Selected as the designated wine for the 2006 China Economic Forum held in Beijing·Great Hall of the People in 2006, Guangdong Lingnan is the investment of Multi-Life High-Tech Co., Ltd.

T Threat: Other brands of alcohol that have already occupied the market in the market. Competition for similar products

2. Product promotion methods: 1. TV advertising

Put an appropriate amount of TV commercials on TV to establish a brand image of our products and let more people know about Litchi. 2. Advertising for newspapers and magazines

Based on the current financial strength is not enough, just starting, the cost of using TV media advertising is high, and there is no sales outlets in all regions. The use of newspapers and magazines is the most appropriate, and also allowed by our company. Within the capacity of 3. Media broadcast

We can use the local media broadcast to introduce and promote our products and establish a brand image.

3. Description and core benefits analysis main content:

1) Detailed description of the taste, function, packaging, specifications, container, price, gross profit, target consumer group and other elements of Litchi wine. 2) Advantages of similar competitive products

For example, the results of the anonymous taste test of this product and competing products, how much better than the competitive products in terms of price and channel profit? The functions of our products are unique and the reliability of the function development.

3) What are the special advantages of our products relative to the many benefits of competing products, and provide favorable support for the promotion of litchi wine?

4) Finally come to the conclusion: we have good reason to win, we will definitely win!

V. Specific action plans for product promotion and listing

1. The listing progress of Litchi wine: first open the market in the big city, then extend to the small and medium-sized cities, and finally extend to the towns and cities.

2. Spreading schedule: The products are distributed in the supermarkets, wholesale and retail channels in various regions, and require the number of dealers and the distribution rate at which time.

3, consumer promotions: local sales staff in the supermarket, wholesale, retail, family areas and other channels, for the store and consumers to do what promotional activities? Specific time, place, method and other details. 4. Promotional activities:

For the promotion work of this lychee wine, the specific broadcast time, frequency, various kinds of publicity materials, samples and distribution areas, methods and delivery figures of the advertisements invested by the enterprise. Sixth, other:

1. Estimation of sales of litchi wine: Estimated product sales for each month in a year, at least three months, otherwise there is no way for production units and sales units to coordinate production and sales.

2, cost budget: product promotion advertising and promotional activities, this part is actually the "top priority" of the "Promotion Plan", your boss must look at this promotion plan he wants Decide how much it costs and how much it costs to decide whether to approve your plan. Therefore, the cost budget should be as accurate as possible, and appropriate to play some "surplus"; otherwise, when the cost of new product promotion is seriously overrun, you will be miserable!

3. Product profit and loss assessment: Standardized operations generally pay special attention to the evaluation of financial income, so it is essential to produce a “product profit and loss assessment form”; it generally includes sales revenue, production cost, gross profit, sales expenses, management. Cost, operating profit and other items. These data require the product manager to confirm and calculate one by one with the assistance of the finance department. Product profit and loss assessment can provide a basis for your assessment of the implementation of this product promotion plan. Make timely changes to the areas that need to be adjusted during the promotion.

Part 2: Product Promotion Plan

First, the background analysis:

Today's market is the era of brand competition. The entry of the company's new brand is like investing a stone into the sea. How can the brand create a wave of waves in the sea of ​​business, so as to achieve the brand's popularity among consumers? The desired effect in advertising planning. The company's aim is to inherit the essence of the nation and promote the national culture. Integrate and standardize the market, increase company visibility and sales, and build China's first brand. Take it from the people and return to society. The demand for mechanical products in the market is quite high, and any country and region cannot do without the demand for mechanical products. Therefore, the requirements on the mold are obvious. The varieties and specifications of our company's machinery are still relatively complete, although the brand awareness of the products is not high. The homogeneity within the industry, the business model emulates each other, the customers are more demanding in terms of quality and price, and the customers choose to diversify. The pre-market sales network is not perfect, and the construction access cost is too high. Integrity with the business needs to be gradually established. The concept of product communication is not clear, the primary and secondary customers are not clear, and the media resources are rampant.

Second, the target group

Group or corporate group purchase: main target group

Individual: Auxiliary target group

3. Market research and analysis

First, market research

Industry dynamics research 1. Industry saturation 2. Industry development prospects 3. National policy impact

4. Industry technology and related technology development 5. Social environment 6. Other factors

Internal research and analysis of the enterprise 1. Financial status, financial expenditure structure

2. Enterprise production capacity, product quality, production level

3. Employee capacity, treatment, company incentives, assessments, and training for employees 4. Research on corporate planning, sales, and execution capabilities

5. Product product research: positioning, packaging, price, market target group, competitive advantage potential entrants research and analysis 1. Industry entry costs / barriers. 2. Industry exit costs.

3. The threat to the company after entering. 4. Threats to competitors.

Research and analysis of existing competitors 1. Financial status, financial expenditure structure.

2. Enterprise production capacity, product quality, production of water products.

3. Employee ability, treatment, company incentives, assessment, training for employees. 4. Research on corporate planning, sales, and execution capabilities.

5. Product product research: positioning, packaging, price, market target group, competitive advantage.

Alternatives Research and Analysis 1. Alternative Processes. 2. The degree of consumer acceptance. 3. Development trend.

Complementary research and analysis 1. Whether there are complementary products. 2. The price of complementary products.

3. Complementary product requirements for the product.

4. Development trends of complementary products and new requirements for the future.

Raw material supplier research and analysis 1. Alternative suppliers. 2. Whether the raw materials have substitutes. 3. The bargaining power of the supplier. 4. The extent to which we rely on it. 5. Supplier's supply capacity.

Intermediary research and analysis

1. The nature of the intermediary: distributors, distributors, agents 2. The degree of dependence of the middlemen on our products. Our products take up the proportion of his funds and give him a profit ratio „

3. Intermediaries' support for our products: distribution capacity, financial strength, manpower „

Consumer research and analysis

1. Consumer background research: income, education, age, gender, family composition, ethnicity, work „

2. Consumers' perceptions and attitudes about products and competing products: quality, value, packaging, model, brand reputation, brand image, etc. and their cognitive differences.

3. Consumer usage: purchase motivation, purchase volume, when to use, how to use, etc. 4. Buy a character.

5. Consumers' evaluation of existing marketing activities. Acceptance of advertising, understanding of business promotion, etc.

Analysis

Steps for SWOT analysis:

1. List the strengths and weaknesses of the company, possible opportunities and threats.

2. Advantages and disadvantages are combined with opportunities and threats to form SO, ST, WO, and WT strategies.

3. Identify and select SO, ST, WO, and WT strategies to determine the specific strategies and strategies that companies should adopt today. 3. Mechanical development trend

The development of harvesting machinery in China is undergoing a period of change. It is imperative to adjust the structural adjustment of mechanical products. Therefore, from research, development, production to promotion and sales, we should actively adapt to this change. Scientific research and production units should actively research new market demands according to the requirements of agricultural restructuring, keep up with changes in the situation, develop and produce new products; management, promotion and sales units should conduct product selection, demonstration and promotion. And the technology of Chenglong supporting, easy to promote the use, thereby promoting the rapid development of other harvesting machinery, and contributing to the new development climax of China's harvesting machinery. Fourth, product advantages

1. Improve the precision and quality of processing, shorten labor time and increase productivity; 2. The interchangeability of parts is relatively strong; 3. Suitable for processing of various parts;

4. The pollution of waste is small and the noise generated is small; 5. In the products of the same nature, the price is relatively low; 5. The formulation of corporate strategy and product strategy

1. Enterprise strategy formulation 2. Product strategy formulation. 1. Product.

1) Items: market positioning, target customers. 2) Packaging: The display is remarkable, convenient, and conforms to product positioning, price, etc. 2. Price.

1) Compliance with corporate strategy 2) Compliance with product positioning

1 profit-based / market share

2 According to different product market positioning, adopt different price strategies.

3 Retain a low-profit or even no-profit product, the market performance of this product imitates the main competitors to undermine its market and image. 3. Channels.

1) General access. The choice of dealers, management control, rebates, etc.

2) Special. Due to different product characteristics and prices, we can choose those special channels so that its target customers can easily obtain the product. 3) New terminal development team.

4) Direct team. For some special circumstances, such as the loss of dealers, the direct team temporarily compensates for the blank market. 5) Management of the customer database. The customer data accumulated in the pre-market marketing and the development of the terminal itself by the dealers shall be submitted to the company in writing in a timely manner through the industry. The company's management of these materials can avoid terminal loss caused by the loss of industry and dealers. 4. Promotion.

1) Advertising: Appeal point 2) Personnel marketing: a) Personnel training b) Personnel position definition c) Personnel assessment d) Personnel incentives 3) Business promotion

a) For customers. i stabilize the price of the main product; ii promote the brand.

b) For retailers. Stabilize the price, ensure that the price can be restored after the promotion, the sales volume can be maintained; or preemptively occupy the shelves in a short time.

c) For intermediaries. Minimizing short-term and large-scale promotion activities will damage the market and affect the terminal price system. On the other hand, dealers may not implement the terminal, and intercept it to become its “gray income”.

4) Public relations. Event Marketing: Grasping the right marketing events. The marketing event that directly informs the consumer should include the consumer's point of interest, and the information is communicated to the consumer's point of interest in a straightforward manner. 5)

Sixth, product quality and innovation mission under marketing guidance

Under the market economy, products that meet the demand will have their own market, and the products that are constantly pursued and continuously innovated with the development of society or demand will be able to occupy a larger market. Products under marketing guidance:

First of all, the main function of the product should correspond to the demand of the target group to meet the use of the target group. Secondly, the promotion and packaging form of the product should correspond to the product characteristics and correspond to the psychological needs of the customer; again, increase the product. The added value of the customer's potential emotional needs, such as service, culture and so on.

Promotion method

Platform promotion 1, press conference

When new products are launched, the news media will be convened to hold a press conference, and the news media and authoritative departments will be used to raise the awareness of potential customers to the company, enhance the corporate image, and pave the way for the next public relations work. 2, product exhibition

Create a model room, invite companies and peers to watch the company's products, but in the love of exhibiting products, should be based on the current popular products, and supplemented by the display of advanced but possibly up-and-coming products to give customers Keeping up with the situation and having the impression of high-end R&D potential. The product exhibition can be achieved in one fell swoop, which has not only won the recognition of customers, but also revealed its own advantages in the field of peers, laying the foundation for the next talent reserve. 3 large exhibitions

First of all, you can participate in technology fairs or technology exhibitions, and put our products in the industrial fair to provide physical and detailed information. Detailed introduction of products to other customers, the purpose of doing so can improve the visibility of our company, but also can communicate with other customers, know ourselves and know each other. 4, loading mall booth promotion

It belongs to the platform promotion category. In a industry where consumer groups are not popular, the waste of mass media may not only be the 50% of the advertising fees that can't be said, but the cost is too high, and the newly established enterprises are bound to be overburdened.

Finding the mall that is closest to you, you can find the biggest consumption resources. A new-born enterprise and consumers are relatively unfamiliar goods. With the mall, they stand on the same competitive platform as the brand. The best thing about working with a business is that you can save yourself the cost of finding, training, and suggesting a service station at the same time.

Information promotion

You can use Plato's theory to grasp the key points, because 80% of a company's profits usually come from 20% of customers, we can conduct detailed investigations of large customers, from where they can learn some of the desirable evaluations of our products and Request, we can provide more complete information to meet the requirements of customers. In addition, we set up a special telephone marketing center to try telemarketing for some customers, or to conduct telemarketing first, then send sales representatives to negotiate orders, or call back to customers who have formed a cooperative relationship, and maintain relationships.

Exploring our new market and discovering new customers, we can get some information from customers through the trade fair, such as email or phone, to provide more detailed information, increase our efforts to promote our products, and ask for some requirements.

Part 3: Product Promotion Plan

First, the project background

A certain group company in China is a large-scale enterprise group with the characteristics of modern enterprises. It is famous at home and abroad for producing and operating modern proprietary Chinese medicines and health care products.

However, due to the aging of the product structure and the single means of marketing, Dengfeng's overall product sales are in danger of landslides. In order to fundamentally change this unfavorable situation, after careful market research, it was decided to use the development of the new product Dendrobium granules, and introduce the external brain to plan and promote the whole case for the promotion of new metal products.

Second, planning goals

It is hoped that through the introduction of the marketing plan in this case, the successful marketing of the new Tiefeng health products in China will promote the market sales of other products of the company, and thus strengthen the overall terminal sales team and brand image of the company. Focus on your target expectations:

1. The initial main market is the provincial capital Hangzhou. After the Hangzhou market is stable, it will infiltrate into other parts of the province or outside the province.

2. Through 8 months of effective market planning and promotion, the new iron sheet will reach 15 million sales revenue. 3. Strengthen the existing terminal sales team through effective marketing planning and promotion for 8 months.

4. Through 8 months of effective market planning and promotion, enhance the brand image and brand trust of XX. 5. Strive for 8 months of effective market planning and promotion, and establish the market position and reputation of the certain iron plate.

6. After the successful promotion of the iron products, the packaging and brand integration of other brands of the company.

Third, the planning strategy

In half a month, I conducted a detailed and thorough investigation of the existing 180 terminals in Dengfeng. In a month, I conducted random interviews with hundreds of consumers on the peak; conducted in-depth product knowledge on metal development experts. Market Trend Interview Research; Conduct in-depth interviews and questionnaire surveys on the thinking dynamics of all employees of Dengfeng Company; conduct interviews and research on the existing dealer network of Dengfeng Company; conduct the “Legend” of the largest competitor in the product market Comprehensive and in-depth research; tracking and research on other competitors such as “Minkang” and “Tongjun” that have entered the market; conducting market search and research on potential competitors that are about to enter the market.

After a lot of meticulous research, some market backgrounds in this case have gradually become clear.

Fourth, market environment analysis

Throughout the Hangzhou Tiepi Fengdou product market, the following characteristics are obvious: The product variety and brand are still few; the product market is not subdivided due to the lack of saturation; the iron product has no clear product positioning;

The leader of the "Legend" brand Tiepi Feng Dou Jing series of products stand out;

A few follow-up brands were forced to be on the defensive due to the strong competitive advantage of "rigid drill"; over the years, most of the sales of Tiepi Fengdou products were generated in the gift market;

Tiepi Fengdou products have a strong sense of consumption, but they are limited to high-end consumers because of high prices; Tiepi Fengdou products have a certain degree of trust crisis in consumers' minds.

V. Industry environment analysis

Due to the high requirements for the growth environment of Dendrobium candidum, Dendrobium Dendrobium has been affected by the relationship between supply and demand for many years and the price is high. However, Zhejiang Tianhuang Pharmaceutical's vertical drill, Tiepi Fengdou, took the lead in establishing the Dendrobium cultivation base and took the lead in the market, and used this as the commanding height to attack the followers.

Even so, the huge market space of Tiepi Fengdou still attracts many brands to go for a share. According to some reliable market information, the current market of Tiepi Fengdou products has been coming. In the jujube field: Some enterprises that have produced Tiepi Fengdoujing, such as Zhejiang Minkang, Tongjunge Pharmaceutical Factory, Moriyama, and Lei Yunshang, are concentrating on brewing bigger market moves.

Off-site: More powerful companies and brands have been eyeing this hot market, preparing to invest capital and manpower to produce Tiepi Fengdou, and enter the market to grab market share.

It is foreseeable: In the near future, the market of Tiepi Fengdou will surely be smouldering due to the re-partition of market share!

Sixth, the status quo analysis

As a brand with decades of history, Dengfeng brand currently has the following advantages and problems:

Brand advantage

The brand has a long history and has a good brand awareness in the province; the parent brand has a strong brand strength and brand influence; it has a mature dealer network system;

It has good cooperation with more than 180 supermarkets and medical terminals; there is a marketing promotion team that is active in the terminal line all the year round.

Brand problem point

Dengfeng brand has certain brand aging phenomenon; Dengfeng series products have never been integrated with product image; Dengfeng Tieshijingjing products have not yet been clearly defined; How to shape the unique product personality of Dengfeng Dendrobium Crystal; How to face the product market The market attack of the leader; how to prepare for the market segmentation of the product market; whether the enterprise marketing team can complete the terminal hardship after the integration is completed; the sales market has no sales director, and the execution of marketing measures is weak; how to use the advantage of the parent brand Dengfeng Dendrobium quickly gained market recognition.

Seven, positioning measures

For the conventional consumer market, the product is positioned in the "Diamond Tonic"; for the gift market, it is positioned as "Premier Gift"; the main slogan "I rely on it to do things."

3. Develop a corresponding price strategy for market leaders to focus on the key points of the market. .

4. Adopt the packaging strategy of "high-grade packaging" and adopt new materials in the production to strengthen the product image. 5. Prepare the development of the product series and integrate the overall product image of the Dengfeng brand in a timely manner. 6. Develop outdoor advertising promotion strategies for all terminals.

7. Formulate promotional programs for large-scale terminals to promote brand product promotion and interaction.

8. Formulate a large-scale public relations promotion program in the downtown square. 9. Develop unique and special sales for some special people. 10. Hold “Millions of Chongyang Peak Activities” to enhance the brand reputation.

Eight, market strategy

At the end of May 2003, after the thorough analysis of the consumer market in the early stage, the following basic planning ideas were proposed:

1. Dengfeng Nutritional Health Products Co., Ltd. uses the parent brand to carry out brand integration. 2. Determine a clear product positioning.

IX. Planning and implementation of the case

After three months of in-depth research and careful planning, the products were officially launched on August 25 of the same year. After a hot sale in the Mid-Autumn Festival, XX·Dengfeng Iron Sheet successfully occupied the market and was widely recognized by distributors and consumers. XX·Dengfeng Company recovered the previous investment cost in only four months.

It is estimated that by the Spring Festival of 2004, all terminal sales will reach 28 million yuan, which greatly exceeds the market planning target.