Marketing Planning Book Fan 2019

This article directory 1 marketing marketing planning essay 2 marketing planning book essay 3 marketing planning book essays 1st: marketing marketing planning essay

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.

Part 2: Market Marketing Plan essay

First, the planning purpose:

1. Promote the ZDS brand, improve brand affinity and customer acceptance, loyalty, enhance brand image, and enhance brand awareness and reputation.

2. Promote the marketing of the company's products, expand product sales, achieve sustained and healthy growth of the company's market performance, and increase product market share.

3. Analyze the company's market environment, diagnose problems and development opportunities, clarify the company's annual goals, and guide the company's annual marketing activities.

4. Evaluate the effects of market marketing activities and market developments implemented by the company to adapt and guide market development.

Second, the overall market environment:

1. Market status:

1 High-speed growth, huge potential. The economy is growing rapidly, the income of residents is increasing, the policies are gradually relaxed, the market is gradually standardized, and the market potential is growing rapidly.

2 There are many brands and the concentration is low. There are many domestic famous brands and local brands, and there is no strong brand in the industry.

3 diverse needs, rational consumption. The jewellery consumption structure and the diversity of demand levels are relatively rational consumer behaviors.

4 The price is chaotic and the quality is mixed. The market price is poorly transparent, the brand price system is chaotic, and the product quality is uneven.

5 focus on products, neglect service. More attention is paid to the quality of the products, and the emphasis on services and the use of promotional means are not enough.

6 wins the terminal, the distribution is lacking. Product sales rely more on terminal store retail, and the contact between sales method selection and customer level is narrow.

7 direct-oriented, steady development. The sales channel is dominated by factory direct operations, and the franchise chain is initially on the rise. The steady development of the market is sluggish.

8 The promotion is weak and the area is uneven. There is a lack of effective and effective promotional activities and promotion measures, and the regional market is very different. 9 lack of talent, lack of stamina. The market started late, the professional technical marketing talents were few, and the enterprise development reserve strength was insufficient.

10 princes compete for hegemony, the market is to be unified. At present, the Chinese and Hong Kong brands gather in the mainland market, and the market needs a strong brand to unify the pattern.

2. Market prospects:

1 High-speed growth of the market: The domestic economic development is in a good shape, and the savings are growing rapidly. In particular, some of the groups that have become rich first pay attention to the quality of life and have strong demand for high-end jewellery.

2 The market potential is huge: the mainland has a large population and a large market consumption base. With the steady growth of urban residents' income, the consumption structure has changed, and the proportion of high-end consumption has become larger. The future jewelry market is huge.

3 The government encourages consumption: The government implements a proactive fiscal policy, in order to stimulate domestic demand, actively guide and encourage consumption, and gradually improve and relax the credit policy.

4 The market is increasingly standardized: the government protects the interests of consumers, combats counterfeiting, rectifies and regulates the market environment and order, and gradually eliminates local protectionism, which is conducive to the cross-regional chain development of the jewelry industry.

5 The consumption structure is complex: the needs of different ages and income levels are significantly different, and the products have corresponding consumer groups in high, medium and low grades.

6 Decorative value preservation: income increase, investment diversification, the demand for jewelry in the decorative function, but also become a good choice for investment preservation.

7 China and Hong Kong brand hegemony: With the government's zero-tariff policy on jewellery, Hong Kong companies will invest more in the mainland and more branded products will be placed on the mainland market.

8 brands gradually concentrated: well-known brands have good products, services, brands, capital, talents, management and management advantages, will inevitably gradually integrate the domestic large and medium-sized city jewelry market, to achieve scale chain operations. The market for small brands will be smaller.

3. Future market influence factors:

1 The changes in the domestic political and economic environment: the political situation in the mainland is stable, the economic construction is the mainstay, the government functions are transformed, the efficiency of work is improved, and the environment is improved.

2 Residents' income level and future expectation: The income of urban residents in large and medium-sized cities will increase steadily and rapidly, and the level of consumer demand will increase.

3 Changes in household consumption structure: Consumer demand has entered a stage of comfortable enjoyment, and the proportion of high-end consumption in the consumption structure has increased. 4 Residents' Consumer Psychology Appeal: Confidence in the expected income index, individual consumption, advanced consumption and fashion consumption converge with developed countries.

5 Changes in the international situation: The international situation is still dominated by peace. The exchange rates of major currencies such as the US dollar and the euro are unstable, and the role of jewellery and diamonds is significant. The domestic market is not significantly affected by the international market.

Third, the company's market diagnosis:

1. There are problems:

1 Product positioning: The low-end products are mostly produced, and the product positioning should be based on medium and high-grade products, reducing the number of low-end products.

2 Price strategy: should refer to the pricing, 70% of the same grade of products are priced higher than the same grade brand 5-20%. Reflect the brand image.

3 Quality control: The quality system of the enterprise is imperfect, there are omissions in the quality control of internal and external, and the handling of quality accidents is not complete and rapid.

4 Service quality: There is no perfect service system with impetus for sales, less service content, and service level needs to be improved.

5 Brand Communication: There is no systematic brand building system, which does not pay much attention to the promotion of the brand, and the reputation building is not enough.

6 channel operation: mainly direct-operated chain, self-owned capital pressure, scale expansion is limited, business risk is too large, and cost is high.

7 Promotional publicity: There are few forms of promotional activities, less centralized operation and low efficiency, and insufficient resource integration.

8 store management: The structure and quantity of the store are unreasonable, the counter layout and the on-site effect are not conspicuous and not prominent, and the brand promotion is not prominent.

9 Personnel management: The working status of the terminal personnel is not correct, the field specifications cannot be understood, and the direct selling skills are lacking.

10 Public relations: improper handling of local public relations, improper handling of events that adversely affect the company, and damage to the company's reputation.

2. Market opportunities:

1 well-known brand: well-known Hong Kong brand, has a certain reputation in the industry, professional jewelry diamond production and sales

2 The network is sound: the layout is early, the distribution is reasonable, the coverage area is wide, and the operation is good.

3Products are rich: independent design, production or procurement, the product style is novel and unique, the product structure is reasonable, and the production line is rich.

4 professional team: years of operation, forming a certain effective management mechanism and management team.

5 Capital advantage: Hong Kong's corporate background, capital operation and forces are relatively strong.

6 The market is huge: the domestic economy continues to develop steadily, with a large population, and some of them are getting rich first, and the market capacity and growth rate are large.

Fourth, the market objectives:

1. Sales performance: In 2003, the sales revenue was not less than 100 million yuan, which was more than the growth rate in 2002.

In 2003, the number of products sold was not less than 10,000, which was more than the increase of more than 2002.

2. Sales network: In 2003, we established a new home-operated store in China, and reached a home. At the same time, we established a chain of franchise stores in Jiangsu and Hunan provinces. The sales network covers 25 provinces across the country, and the total number of stores reaches home.

3. Single store sales: In 2003, the average sales of single stores was not less than 10,000 yuan, which was more than the increase of more than 2002.

4, Diamond Club: the development of ZDS Diamond Club members 10,000, the brand awareness increased by a percentage point.

5. New product promotion: Complete the listing promotion and sales targets of the three series of new products every quarter. The new products accounted for more than 50% of the total sales for the quarter.

V. Marketing marketing planning implementation strategy:

Marketing purposes:

Marketing scriptwriters, product actor, channel set up, advertising campaign, promotional soundtrack, service follow-up, moderate price, customer recognition, market success.

Product Strategy:

1 Product positioning:

Based on high-end products, production, sampling and sales. From the price system, ZDS is focused on high-end consumers and highlights the high quality of ZDS. It is a well-known brand in Hong Kong. At the same time, the product price system is perfect, and it has a high affinity, which will not make the customer feel a sense of distance.

2 brand positioning:

A specific positioning: the international brand of jewelry and diamonds, built for the mainstream of the society, to cater to high-end consumption.

B brand connotation: distinguished, classic, professional, fashion.

C brand affinity: international brand, came to China.

D brand recognition: Complete CIS system, continuous advertising, easy to identify memory.

E brand reputation: quality products, perfect service system, peace of mind preferred.

F brand public image: participate in public welfare activities, love actions, donate funds to learn, etc., return the society and establish a public image.

3 price positioning:

A reference pricing:

Referring to similar products and well-known brands, the price is 5-20% higher than the opponents. The promotion reflects the brand advantage and realizes the differentiated premium income.

B price control:

Clearly the price system, the national unified price determination, the store has no right to price fluctuations, the store is not allowed to privately discount, unless the nationwide unified promotion and new product launch, prohibiting discount sales, so as not to dampen customers' trust in the brand.

C discount sales: A reasonable discount for wholesale business or bulk purchase, but the uniform retail price must be maintained. Bulk has a dedicated channel operation and incentive system to limit the price fluctuations of retail stores.

D price positioning and sampling standards:

Attachment: The number of products in the store site layout

Part 3: Market Marketing Plan

Modern people worry that big fish and big meat will cause high cholesterol and bring diseases such as high blood pressure and stroke. Therefore, there is an urgent need for natural health, convenient and easy-to-eat foods. Fresh canned fruit juice is one of them. At present, most of the juices on the market are only 10% to 30%, and there are not many types of 100% pure juice, which is a market worthy of intervention.

First, the beverage market competition situation

1. Market leader: Yimei Baoji pure juice

2. Market Challenger: Unified Fruit Juice

3. Market followers: Bomei Fruit Garden

4. Market fills: The company's products - fresh bar pure fruit dew

Second, the target market for beverage marketing

Outside food office workers: Most of the office workers have to solve their own lunches or bring their own lunches, or groups to order lunches, or eat restaurants, eating fruits is not convenient, canned fruits are their healthy and convenient choice.

The second phase will be extended to primary and secondary school students and will eventually be extended to all health-conscious families.

Third, the beverage market segmentation

1. Gender: Female

2. Income: monthly income above b1XX yuan

3. Consumption habits: favorite goods at low prices, convenient and easy to get

4. Lifestyle: focus on health, beauty, beauty

5. Area: Areas with high degree of urbanization - Taipei City, Taichung City, Kaohsiung City

Fourth, product positioning

1. Commodity: “Pure fruit dew” is a fruit measure, but negating “count” in the name, because “lu” gives people a feeling of being more precious, concentrated, and refined than “juice”.

2. Brand: Fresh bar... Take freshbar's meaning of fresh bar. Although it is homophonic with "March 8", it also has a homonym of 'Dance' Samba. It can deepen the impression of consumers and has a tropical feeling. The 'fresh bar' comes from the tropical fresh fruit juice.

3. Packing: 150cc aluminum foil bag, limited food after meal, 150cc just right, can be finished at one time, and the aluminum foil packaging is light and easy to carry.

V. Beverage market marketing plan

Sixth, pricing strategy

1. Purpose:

Strive for market share, up to 30% in one year

2. Other labels:

Yimei Xiaobaoji: 125cc, aluminum foil package 10 yuan Taiwan dollar

Unified fruit juice: 250cc, easy to open cans 20 yuan

Bomei Fruit Garden: 250cc, aluminum foil package 16 yuan Taiwan dollars

3. Pricing:

The goal is to win the market share of Yimei Xiaobaoji, and the price is decided to be NT$10, 150cc, and aluminum foil packaging.

Seven, access strategy

·supermarket

· fast food restaurant

·Convenience store, parity center

·Food court in department store

·West Point Bakery

·Cafe

· Lunch Box Contractor

·pub

·Restaurant, restaurant

·disco

·Station, airport

·Institutional camp welfare station

·School Welfare Society

·snack bar

·Street vendors

·Bus ticket booth

·Betel nut booth

·Vending machine eight, promotion strategy

ad:

1. Radio: icrt, Zhongguang popular network, youth network, music network

2. TV: Three nights from 6pm to 9pm

3. Newspapers: China Times, Business Times, United Daily News, Economic Daily, Minsheng Daily

4. Magazine: Yiyi, Weiwei, Yi, Fashion, World, Excellence

5. Inside and outside the train

6. Poster, dm

7. Balloon: made into a fruit shape

Promotion:

Tasting

2. Lucky draw: set the box to cut the corner, or buy a box with a lottery ticket

3. Prizes: Send the gift on the box

4. Cooperate with TV program gifts: strong attack, good color, victorious, happy fax, call 50

5. Sponsoring public welfare activities

Publicity report:

All promotions can be written as press releases and provided by the news media.