[Boutique] product marketing plan

This article directory 1 product marketing plan 2 product marketing plan book 3 product marketing plan book Part 1: product marketing plan

The structure is divided into three parts: one is the analysis of the market condition of the product, and the other is the content of the text of the plan. Third, the effect prediction is the feasibility and operability of the program.

Market situation analysis

To understand the size of the entire market and the comparison between the enemy and the enemy, the market situation analysis must include the following 13 items:

The size of the entire product in the current market.

Comparative analysis of sales volume and sales of competitive brands.

A comparative analysis of the market share of competitive brands.

Analysis of market objectives of the consumer group's age, gender, occupation, education, income, and family structure.

Comparative analysis of the advantages and disadvantages of each competitive brand product.

A comparative analysis of market segments and product positioning of various competitive brands.

A comparative analysis of advertising costs and advertising performance of various competitive brands.

Comparative analysis of promotional activities of various competitive brands.

Comparative analysis of public relations activities of various competitive brands.

A comparative analysis of competitive brand pricing strategies.

Comparative analysis of competitive brand sales channels.

Financial loss analysis of the company's products in recent years.

A comparative analysis of the advantages and disadvantages of the company's products and the competitive brands.

Planning text

The text of the general marketing plan consists of seven major items, which are briefly explained.

The policy of the company's products into the market

Before planning the plan, the planner must make in-depth and meticulous communication with the company's top management on the company's future business policies and strategies to determine the company's main principles and policies. Both parties should discuss the following details;

1. Identify target markets and product positioning.

2. The sales target is to expand market share or pursue profit.

3. Formulate a price policy.

4. Determine the sales method.

5. Advertising performance and advertising budget.

6. The focus and principles of the promotion.

7. The focus and principles of public relations activities.

Corporate product sales target

The sales target quantification has the following advantages:

Provide a basis for testing the success or failure of the entire marketing plan.

Provide a basis for assessing job performance goals.

Provide the basis for the next sales target.

Product promotion plan

The purpose of the planner to develop a promotion plan is to help achieve sales goals. The promotion plan includes three parts: goals, strategies, and detailed plans.

1 goal

2 strategy

After deciding to promote the goals of the project, the next step is to develop a strategy to achieve that goal. The promotion strategy includes four major items: advertising strategy, distribution channel utilization strategy, promotion price activity strategy, and public relations activity strategy.

Advertising strategy: For product positioning and target consumer groups, determine the theme of the policy, using newspapers, magazines, television, radio, flyers, outdoor advertising and so on. What kind of media do you want to choose? What is the ratio? What is the audiovisual rate and contact rate of advertising? The characteristics and selling points of the products are deeply rooted in the hearts of the people.

Distribution channel strategy: There are many types of distribution channels. Enterprises should choose the channels that suit their needs according to their needs and can be divided into two parts: dealers and terminals, and intermediate agents. In the choice, we follow the main principle of “targeting” and make full use of the company's limited resources and strength.

Promotional price strategy: the object of the promotion, the various ways of the promotion, and what the desired effect of the various promotions is.

Public relations activity strategy: the object of public relations, the various ways of public relations activities, and what is the purpose of holding various public relations activities.

3 detailed plans

Advertising performance plans: the design of newspapers and magazines, the creative scripts for TV commercials, and broadcasts.

Media use plan: choose popular or professional newspapers and magazines, as well as publication date and layout size; TV and radio advertising selection of program time and number of times. Also, consider CRP and CPM

Promotional programs: including merchandise purchase display, exhibitions, demonstrations, sweepstakes, gift samples, tastings, discounts, etc.

Public relations activities plan: including shareholder meetings, publishing company news reports, company internal publications, employee associations, love activities, and communication with the media.

Market research plan

Market research is very important in marketing planning. Because the market data and intelligence obtained from market research are an important basis for drafting marketing plans. In addition, most of the 12 items in the first part of the market situation analysis can be obtained through market research, which also shows the importance of market research.

However, market research is often overlooked by top leaders and planners. Many companies invest large amounts of advertising each year without paying attention to market research. This wrong concept must be changed as soon as possible.

Market research, like the promotion plan, also includes three major objectives: goals, strategies, and detailed plans.

Sales management plan

Sales management plans include sales executives and staff, sales plans, selection and training of salespeople, incentive salespeople, and salesperson compensation systems.

Financial profit and loss estimate

The sales target that any marketing plan hopes to achieve is actually to realize profits, and the profit and loss estimate is to estimate the pre-tax profit of the product beforehand. As long as the total sales of the product is deducted from the sales cost, marketing expenses, and promotion costs, the pre-tax profit of the product can be obtained.

Feasibility and operational analysis of the program.

Fully understand the above planning structure, in order to better do a planning book that the enterprise needs.

Part 2: Product Marketing Plan

The position of the xx brand series wine as the boutique series of xx product line is very important in the product strategy of xx. It can at least raise the height of xx brand connotation, so that xx brand forms a kind in the minds of consumers. The overall brand impression and outline, we should also see that the rich historical and cultural heritage of xx wine is enough to support the marketing operation of the xx brand in the high-end market of liquor. The xx good cat wine jointly developed by xx Wine Co., Ltd. and Shaanxi Baoji Cigarette Factory is a successful example. The successful operation in Shaanxi Province, while establishing our business confidence, also provides us with a case that can be referenced.

Shaanxi Province is the nest of xx wine. The brand's support, marketing power and profitability of products are in a very important strategic position in the national market. The extent to which the long-lasting series of wines can develop in the regional market of Shaanxi Province will directly affect the strategic planning and deployment of the global market. “Leading the whole body and moving the whole body”, the product positioning strategy and the planning ideas of the regional market bring us the core question of how to make our long-lasting series of products cut into the Shaanxi market quickly and correctly, how to ensure the marketing model of our products. Success, how to make our marketing actions quickly enter the orbit of a virtuous cycle? Solving these problems requires us to consider from a global perspective, "not to seek the overall situation, not to find a domain; not to seek the world, not enough for a moment When formulating this plan, we will try our best to integrate all kinds of marketing resources in accordance with the principles of comprehensiveness, thoughtfulness, objectivity, fairness and operability, so that our products will not be heard, but will not be awesome; Flying into the sky."

Market background analysis:

The liquor industry is currently in a high-intensity competitive marketing field, especially in the camp of low- to mid-level liquor products, the competition is more intense. According to the "China Liquor Industry Development Report", in the liquor products, the output and profit of high-grade liquor are "pyramid" and "inverted pyramid" respectively. The proportion of high-grade liquor is small, about 20%, but created. The profit is the largest, accounting for more than 50%; the proportion and profit of mid-range liquor are about 35%; the proportion of low-end liquor is the largest, but the profit is the smallest. At present, although the company mainly relies on low-end wine to occupy the market and create a brand image, but where is the profit growth point? The answer is in the middle and high-end market of liquor.

In this context, "xx Brand" builds the company's marketing management system with two important strategic ideas: "strategic alliance integration" and "profit center maximization", in order to achieve a strategic win-win situation with dealers. With its unique product positioning and price positioning, xx brand wines will surely occupy an important seat in the mid-to-high-end liquor market.

Shaanxi Province is divided into three regions, the North Shaanxi Plateau, the Guanzhong Plain and the south of the Qinling Mountains. The Shaanxi-Kunming area and the Guanzhong area are selling well at 52 degrees, and the 46-degree wine in the south of the Qinling Mountains is relatively good. In terms of scent type, Fengzhong Liquor in Hanzhong has a large proportion, and Luzhou-flavored wines in the south of Shaanxi and Qinling dominate. From the perspective of the whole province, the Luzhou-flavor type can account for 70-80%, and the Fengxiang-type wine can account for about 20%.

As one of the seven leading consumer cities in China, Xi'an brings together many well-known brands of liquor in China. As an important protection brand in Shaanxi Province, xx wine is a representative of Fengxiang type. It has a long history and a large consumer group. Xi'an is the main selling city of xx wine. According to the survey, its market share can reach 17.1%. Xxx wine's paranoia and loyalty.

SWOT analysis

Advantage:

1) Support for intangible assets with the xx brand.

2) There is a classic quality guarantee.

3) There is an advanced "strategic alliance integration" and a profit center to maximize the marketing model to minimize the risk of dealers.

4) A marketing team with deep theoretical knowledge and rich experience in marketing and marketing will assist dealers to develop the market together.

5) Hire a well-known domestic liquor marketing planning company to carry out the whole process of tracking and planning.

6) Terminal management is the core idea of ​​marketing strategy and tactics, and builds a deep and meticulous marketing network.

Disadvantages:

1) Strong regionalism, although it is one of the four famous wines in China, its development trend and influence are far less than that of Maotai, Wuliangye and Jiannanchun.

2) The policy space given to the dealers has a distinct disadvantage compared with similar competitive products.

opportunity:

1) The high-end market of the xx brand has not performed well in the country, and the entry of the xx brand series wine has just filled this gap.

2) The popularity of consumers in the high-end products of white wine is increasing.

3) The competition pattern of the high-end market of liquor in Shaanxi Province is still not very clear. The barriers to entering the market by xx brand series wines will not be great by virtue of the geographical advantage of xx.

problem:

1) The original cost of the product is high, which leads us to a more passive situation when formulating the dealer's policy.

2) The product line is short and there is no open gear. The content of the product line must be enriched. There must be a significant separation between the price grades. The product line with a terminal price between 50 and 200 should be included in the company's strategic plan as soon as possible.

3) The movement of the xx brand in the national market is not too strong and regional.

Marketing strategy planning

The core idea of ​​the strategy: "The soldiers win by the enemy, and the water flows according to the land." The formulation and implementation of the marketing strategy must be based on the principle of “adapting to local conditions and policy-based policies”. On the basis of following the basic marketing strategy guiding ideology, we must constantly innovate and seek differences in tactics, constantly seeking and discovering and competing with other competing products. Differentiated content. Use the integrated marketing communication tool to spread the brand content of the xx brand series products extensively and deeply.

1) Strategic objectives:

1.1 Shaanxi Province from December 2002 to the end of December 2003 to ensure sales revenue of 15 million, and strive to complete 18 million, sprint to 20 million. The proportion of advertising expenses is controlled between 10 and 15% throughout the year.

1.2 Ensure that the brand awareness of xx brand series wines in the same competitive products reaches the first place, and the market share reaches the first place.

1.3 The prefecture-level city is a marketing strategic unit, and basically completes the network construction work of 11 cities.

2) Strategic planning:

2.1 Determine the strategic location of the four major regions of Shaanxi Province: Xi'an, Yulin, Weinan, Baoji.

Xi'an jurisdiction: Xi'an, Shangluo.

Yulin jurisdiction: Yulin, Yan'an

Under the jurisdiction of Weinan: Minnan, Tongchuan, Xianyang, Hancheng.

Under the jurisdiction of Baoji: Baoji, Hanzhong, Ankang.

2.2 Determine Xi'an as the marketing command center of the Shaanxi provincial market, and at the same time designate it as the strategic center market of the five northwestern provinces.

2.3 From November 2002 to the end of 2003, the network deployment rate of the four major regions reached more than 80%.

2.4 The market management personnel in the four major regions have completed the transition from the prefecture-level regional market management to the provincial-level regional market management, and truly become a talent training base.

3) Strategic Alliance:

Promote the marketing model of integration of manufacturers' strategic alliances and maximization of profit centers. From the perspective of strategic alliances, build a level one marketing network. Develop first- and second-tier networks and retail terminal providers into strategic alliance members. From the perspective of maximizing the profit center, the largest marketing efforts are made to flatten the channel.

4) Strategic deployment:

The core of strategic deployment advancement is: "A three-step implementation of the campaign."

A battle is the online channel war of the product line.

The three-step implementation is based on the second battle, and the next phase is strategically three steps:

The first step is to build a first-level marketing network of xx brand products in Shaanxi Province in three months, that is, to establish a strategic center market in the prefecture-level city.

The second step is to build a terminal marketing network in four strategic regions of Shaanxi Province from four months to six months, that is, to establish a tactical center market with terminals as regional markets, and to extend to the terminals of the county markets under the jurisdiction of each region. . Cultivate the market scale of annual sales of 10 million yuan.

The third step is to build a terminal marketing network in 11 cities and municipalities in Shaanxi Province, including the county market under its jurisdiction, in six months, that is, to establish a terminal with the terminal as the tactical center market of each regional market and extending to the county market. Cultivate the market scale of annual sales of 15 million to 20 million.

The strategic steps are advanced as follows:

Marketing strategy

1, product strategy

Product packaging specification strategy:

Following the idea of ​​the company's marketing strategy center, it is proposed to use xx brand as the main brand, Huashan on the sword and about 100 years as the sub-brand. With the growth of a long time, Huashan’s sword and the development of a hundred-year-old sub-brands have been promoted. In terms of the promotion of the degree of products, considering the preference of the consumers in Shaanxi Province for the quality of wine, taste and flavor, the proportion of the recognition of the higher degree of wine is relatively large, and it is proposed to initially determine the product items of 45 degrees or 52 degrees.

Price Strategy

The xx brand boutique series wines enrich the content of the xx product line, which guarantees the high-end market of xx products. Considering the special target consumer group of xx wine and the target market faced, the terminal price is set between 300 yuan and 450 yuan. We think that the brand connotation of xx wine and the current marketing performance of xx are also More marketing efforts and support are needed to support the effective operation of the product at this price band.

In view of the fact that there are xx good cats, the xx brand series operates in the framework of this price policy system. Although it limits a group of consumers, our profit margin is much larger in terms of unit cost. If the strategy is right, overall, this price system can also support the sales volume of 15 million to 20 million in Shaanxi regional market.

Channel strategy

Basic idea: According to the overall channel planning idea of ​​the company, combined with the current situation of the operation of the high-end market of liquor in Shaanxi Province, the basic strategy for determining the channel in Shaanxi is to use the regional market as a marketing strategic unit and extend downward.

The specific explanation is as follows: the regional market in the prefecture and city level is a basic unit of marketing strategy, which is a basic carrier of the “1+1+N” model. For the regional markets in Shaanxi Province, the first 1 represents XX wine industry; the second 1 represents the total distribution of regional markets in each city; N represents several retail terminal operators, realizing the flatness of the channels in the true sense. Chemical.

This model is different from the “1+1+N” model implemented by the century-old store. It directly eliminates the distributors. For the general distributors in the local area, although it has increased a lot of marketing work. Content, but the space for profit has widened a lot. The role of Shaanxi Tianzhu Company in our model is very suitable.

The strategic central idea of ​​“strategic alliance integration” and “maximization of profit centers” is also the essence of this model.

XX wine industry is the national logistics center, controlling advertising, unified promotion activities, monitoring the healthy and healthy development of the network, regional distribution is the regional logistics center, while controlling the terminal.

The basic process of channel operation is shown in the figure:

The establishment of the regional management system:

1. Organization chart:

Note: Provisional 2-3 people at the initial stage of preparation

 Project Management System

1. Marketing objectives and decomposition:

From December 2002 to December 2003, we ensured that the sales revenue reached 15 million, and weighed 18 million, sprinting to 20 million.

2. Project decomposition:

The monthly breakdown of the target quantity of the market sales plan in Shaanxi Province:

Chapter 4:

Market marketing plan

Conceptual explanation

The private company marketing plan is a written material for the company to make specific arrangements for the sale of products or services in terms of people, finances, and materials according to certain standards.

Writing points

Marketing plans usually include the following: 1 Summary of the plan. 2 marketing status. 3 marketing goals. 4 marketing strategy. 5 marketing plan. 6 activity budget. 7 marketing monitoring.

Sales plan essay

××Company Annual Sales Plan

Chapter One

Basic goal

The company's annual sales target of XX is as follows:

First, the sales target: the entire department: × × 10,000 US dollars or more; each employee / month: × × US dollars or more; each sales department staff / monthly: × × US dollars or more.

Second, the interest target: × × 10,000 US dollars or more.

Third, the sales target of new products: × × 10,000 US dollars or more.

Chapter two

Basic policy

The company's business organization must not make any changes until all personnel are proficient in its business, stable, crisis-aware, and effective.

Second, the implementation of a few elites, regardless of mental or physical strength, must be fully committed to work, so that the work in the direction of high efficiency, high returns, high distribution.

Third, in order to strengthen the agility and speed of function, the company will greatly delegate the permission, so that personnel can make decisive decisions to achieve the above objectives.

4. In order to achieve the responsibility goal and establish a responsibility system, the company will implement the reward and heavy punishment policies.

5. In order to make the regulations and rules complete, the company will strengthen various business management.

6. XX Co., Ltd. and the Company have written agreements on the transactions, and they abide by their responsibilities and obligations. Based on this position, the company should be committed to meeting budget targets.

7. In order to promote the sales of retail stores, a sales system should be established to transfer the original buyer's market to the market of sellers, so that the company has the right to lead agents and retail stores.

Eight, the target of the attack is placed in the retail store, and is committed to training and guiding its promotion methods, thereby further stimulating the increase in demand.

third chapter

Business plan

First, internal institutions

The ×× service center will be upgraded to a sales office to promote sales activities.

Establish a new business office within the jurisdiction of the XX Business Office.

Dissolving the food department, its affiliates are transferred to the XX business office, dedicated to promoting sales activities.

The business organizations under the above new systems temporarily maintain the status quo and do not make changes to establish their respective responsibility systems.

If there is something wrong with the handling of the business, then make improvements as appropriate.

Second, external institutions

The trading institution and system will maintain the old sales method from the company → agent store → retailer.

Chapter Four

Retailer's promotional plan

First, the new product sales system

According to the regional division, the globally powerful XX retail stores adopt the sales system of new products in each division.

The sales method of new products means that each person is responsible for about 30 stores, and they visit once a week or every other week. They use the opportunity to supervise and reward sales, conduct investigations, service and sales guidance, and technical guidance. Sales.

The total amount of the company's products sold by the above-mentioned XX stores must be twice as large as in the past.

Stocks must strive to maintain a limit of one month's inventory in retail stores and two months of inventory in the agency.

The job content and processing basis of the sales person in charge should be clarified.

Second, the establishment and activities of the new product collaboration

In order to promote the promotion of new products, and to focus on the world's major retail stores, new product collaborations will be established in the region.

The main content of the new product collaboration meeting roughly includes the following 10 items:

1. Distribute and send relevant magazines;

2. The tie holder of the responsible person of the company's products;

3. Install the signboards of the cooperative stores in each region;

4. Distribute trademarks to various collaborative stores in the city;

5. Sales competition between collaborative stores;

6. Distribute advertising flyers;

7. Actively support dealers;

8. Hold workshops and seminars;

9. Add a young people's counter;

10. Introduce new products.

The way in which collaborations exist is informal.

Third, improve the sense of responsibility of retail store clerk

In order to strengthen the concern of retail store clerk on the company's products and enhance their willingness to sell, the following implementation points should be strengthened:

Bonus incentives --- Retail store clerk will get a sales card each time the company sells the product. When the sales card reaches 10, the bonus will be given to the person to increase their willingness to sell.

Staff counseling

1. Responsible personnel can provide educational instruction instructions during the visit to improve the sales techniques and knowledge of the retail store clerk.

2. Sales responsible personnel can stand in front of the store to receive customers, demonstrate sales actions or provide technical instructions, so that retail store clerk can get indirect guidance.

chapter Five

Expand customer demand plan

First, the real advertising plan

Before the new product sales system is finalized, the personnel's visit activities will be the first priority, and the advertising campaign will be used as the future activities.

For the advertising media, check again and make sure that the advertising plan achieves the goal of maximizing results with minimal cost.

In order to achieve the above two goals, adequate research should be conducted on advertising and publicity techniques.

Second, use the purchase survey card

The purchase method and the survey method of the purchase survey card are checked to ensure that the customer's real purchase motivation is grasped.

The survey statistics of the purchase survey card, the new product sales system, and the customer survey card management system are used to accurately predict the demand.

Chapter Six

Management and statistics of business performance

First, the customer survey card management system

The customer survey card returned by each retail store clerk is used to calculate the actual sales performance, or to reform the product sales system and perform other management.

According to the business office and regional division, the sales of the XX stores are counted;

According to the sales department statistics, sales outside the XX home store;

Several other sales statistics must be produced in each business unit.

2. According to the above statistics, it is possible to observe the sales performance of each store and to grasp the actual performance of each responsible person and the sales performance of each product type.

Chapter VII

Establishment and control of operating budget

First, the business budget and budget must be established. The budget estimate is usually adjusted up and down with the business performance.

Second, the various benchmarks and essentials for the budget must be improved and become a model. The Ministry and the business departments need to exchange contracts.

Third, determine the countermeasures for the budget, statistics, comparison and analysis made by each business unit.

4. The manager of the business department shall formulate the department's business policy and plan separately in the year, period and month, and submit it to the department for finalization.

Part 3: Product Marketing Plan

Basic goal

The company's annual sales target of XX is as follows:

Sales target:

All the departments: ×××× yuan or more;

Each employee / month: more than × × × yuan;

Each sales department staff / monthly: × × × × yuan or more.

Interest target: ×××× yuan or more;

Sales target of new products: more than × × × × yuan.

Basic policy:

The business organization of the company must not make any changes until the business personnel are proficient in their business, stable, crisis-aware, and effective.

Implementing a small number of elites, regardless of mental or physical strength, must be fully committed to work, so that the work develops in the direction of high efficiency, high income, and high distribution.

In order to strengthen the agility and speed of the function, the company will greatly delegate the permission, so that the staff can be determined quickly and quickly, and the principle of achieving the above objectives is achieved.

In order to achieve the purpose of responsibility and establish a system of responsibility, the company will implement the policy of heavy rewards.

In order to complete the regulations and rules, the company will strengthen various business management.

××Company Co., Ltd. has a written agreement with the Company on the transaction to abide by its obligations and obligations. Based on this position, the company should strive to achieve its budget goals.

In order to promote the sales of retail stores, a sales system should be established to place original purchasers.

The market is transferred to the market of sellers, enabling the company to hold the rights of leading agencies and retail stores.

The target is placed in a retail store, and efforts are made to train and guide its promotion methods to further stimulate demand.

IX) The objectives of the strategy include the powerful XX stores in the country, which are promoted by the “distribution system”. Industry Sector Plan:

Internal organization

1. The XX Service Center will be upgraded to a sales office to promote sales activities.

2. Establish a new business office within the jurisdiction of the XX Business Office.

3. Dissolve the food department, and its affiliates will be transferred to the XX business office to promote sales activities.

4. The business organizations under the above new systems temporarily maintain the status quo and do not make changes to establish their respective responsibility systems.

5. If there is something wrong with the handling of the business, then make improvements as appropriate.

External agency

Trading institutions and systems will maintain the old sales methods of the company → agency → retailer.

Retailer's promotional plan:

New product sales system

1. The nationally-recognized XX retail stores are divided into regions, and the sales system of new products is adopted in each division.

2. The sales method of new products means that each person is responsible for about 30 stores, and they visit once a week or every other week, and use the opportunity to supervise and reward sales, conduct investigations, service and sales guidance, technical guidance, etc. This promotes sales.

3. The total amount of the company's products sold by the above-mentioned XX stores must be twice as large as in the past.

4. The inventory must strive to maintain the limit of one month's inventory in the retail store and the two-month inventory of the agent.

5. The job content and processing basis of the sales person in charge should be clarified.

New product collaboration meeting and event

1. In order to coordinate the promotion activities promoted by the sales method of new products, and in addition to the main retail stores in the country as the center, a new product collaboration meeting will be established according to the region.

2. The main contents of the New Product Collaboration Conference generally include the following 10 items:

Distribute and send organ magazines; tie clips for responsible personnel of the company's products; install signboards for cooperative stores in each region; distribute trademarks to various cooperative stores in the city; sales competition between collaborative stores; distribute advertising flyers; actively support distribution Business; holding workshops, seminars; adding young people's counters; introducing new products.

3. The way in which collaborations exist is informal.

Improve the sense of responsibility of retail store clerk

In order to strengthen the concern of retail store clerk on the company's products and enhance their willingness to sell, the following implementation points should be strengthened:

1. Bonus incentives - retail store clerk will send the sales card every time the company sells the product. When the sales card reaches 10, the bonus will be given to the person to encourage their willingness to sell.

2. Staff counseling:

Responsible personnel can provide educational instruction during the visit to increase the sales skills of the retail store clerk and enhance their knowledge of the product.

Sales executives can stand in front of the store to receive customers, demonstrate sales actions or provide technical instructions, so that retail store clerk can get direct guidance.

Expand customer demand plan:

Real advertising plan

Before the establishment of the new product sales system, we will focus on the visits of personnel and use advertising campaigns as activities in the future.

For the advertising media, check again and make sure that the advertising plan achieves the goal of maximizing results with minimal cost.

In order to achieve the above two goals, adequate research should be conducted on advertising and publicity techniques.

Use purchase survey card

The purchase method and the survey method of the purchase survey card are checked to ensure that the customer's real purchase motivation is grasped.

The survey statistics of the purchase survey card, the new product sales system, and the customer survey card management system are used to accurately predict the demand.

Management and statistics of business performance:

Customer survey card management system

The customer survey card returned by each retail store clerk is used to calculate the actual sales performance, or to reform the product sales system and perform other management.

1According to the sales office, the region, statistics, sales outside the × × store;

2 According to the business department, statistics on sales outside the XX home store;

3 Other sales statistics must be produced in each business unit.

According to the above statistics, you can observe the sales performance of each store and master the responsible personnel.

Activity performance, sales performance of each product category.

Establishment and control of the operating budget:

The business budget and budget must be established. The budgetary budget is usually adjusted up and down with the business performance; various benchmarks and essentials for the budget must be refined into a model, and the department and the business departments need to exchange contracts;

Establish countermeasures for the budget, actual statistics, comparison and analysis of the business units;

The manager of the business department shall formulate the department's business policy and plan separately in each year, period and month, and propose to the department to make an amendment.

How product managers work on new product sales plans

I have been out of the PM company for some time. There are two main reasons for writing this article. One is that the business trip is now out, the time is over, some rich time can be sent; the other is the former self. The method of doing things is recorded and summarized for future reference.

For a new product, the company does not have its own historical data, the sales staff is also difficult to judge, as a product manager, how to develop a new product next year sales plan, which is the sales target? In marketing, product management, There are many kinds of analysis methods in books such as MBA, but there are two simple and operability methods:

First, the cis method

The so-called push-forward is to start from the broader market, gradually subdivide, and finally get the share that your product should occupy.

1. Forecasting the market size of new products in 2009

The new products do not have their own historical data, but they can be gradually decomposed from the market share of similar products across the country and the world, and the historical sales scale of new products can be obtained. According to historical growth rate and industry growth rate, the scale of 2007 is estimated, such as certain categories. The historical data of national sales of products such as 80 million in 2006, 123 million in 2007, and 180 million in 2008, that is, about 50% growth rate, and the annual growth rate of IT is about 30%, we can use the average 40% to calculate the sales volume of the product in 2009, about 252 million.

2. Analysis of competitive products in the same field

From the pattern of various competitors over the years, we will share the share in 2009, and then establish a competitive target, how many provinces and regions are there, and estimate the purchase of anti-waste according to the economic level and IT level of the region. What is the ratio of mail products? How many of these products are already purchased?...etc. After detailed analysis from various aspects, we can also summarize the total sales of such products nationwide.

The analysis method behind it is the same as the forward method.

Product Sales Plan 2:

One. Company positioning and brand positioning

The ml company is a technology leader in the telecommunications and data communications industries. The products and solutions that ml Technology has provided and will provide are the basic products for building the Internet, including the wired access field and wireless access. Currently, a development base has been established in China, which has achieved R&D and localization in China. .

Brand Positioning

A. A leading domestic brand equipment supplier in the field of combining telecommunications and data communication products.

B. A leading manufacturer and supplier of network products.

C. Drive the development and development of the entire network product with system integration projects.

two. Sales strategy guidance and industry goals

1. Adopt a top-down sales strategy: Never leave out large regional distributors. Regional distributors are our key development goals.

2. Emphasize two key points; vigorously developing key areas and key agents has an extraordinary significance in fulfilling our sales targets.

3. Focus on the following industries:

Residential

hospital

Education, government, finance and other industries.

1. Take a bottom-up sales strategy: specifically for the development of small dealers, with intensive human tactics to complete.

2. 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.

3. Flowering everywhere, the central city and small and medium-sized cities break through at the same time.

Size interaction: Drive sales of network products to drive system integration sales, and system integration projects to promote sales of network products.

4. The actual shipment determines the popularity of the product, and each product is a strong advertisement.

5. Vigorously develop OEMs and quickly promote product sales and turnover.

three. Market marketing near-term goal

1. Goal: Rapidly grow marketing performance in a short period of time: At the end of the year, make its own products become well-known brands in the industry, replace some of the domestic market products of the same level, and form a competitive relationship with foreign products. Spend generation points and become a successful brand for rapid growth.

2. Committed to the development of the distribution market. By the end of 2000, it has grown to 100 distribution business partners, and has developed to 200 system integrators with a certain base, achieving certain marketing performance in the above industries.

four. Basic marketing concepts and basic rules

1. The basic concept of the marketing team;

A. Open mind:

B. Conquer yourself:

C. Professionalism;

2. Basic rules of marketing:

A. Distribution partner name: divided into two categories: First, distribution customers, is our key partner. The second is system integration customers, which are our basic customers.

B. Every employee should not think that he is a new brand.

C. Competitors are manufacturers of similar products in China.

D. Basic characteristics of target customers in the distribution market

Companies in the growth category in the market have a strong sense of professionalism and desire to generate.

An online company that is important in the local online market.

A system integrator with a good industry background and digestive capabilities.

Fives. Marketing model

1. Channel establishment mode:

A. Take a step-by-step approach, first drafting the agreement, making a sales forecast, officially signing the agreement, and ordering the first shipment. If you do not purchase, you cannot sign an agency agreement.

B. Take the approach of finding important customers, negotiate the goods to the distributors, and then our sales and marketing support will keep up.

C. Pick a competitive mentality between the agents, and let us take the initiative and high posture in the negotiation because there is a local potential customer. Can not enter the market with a low attitude.

D. After the initial draft agreement, the name of the drafting agent can appear in our advertisement, and the contradiction between the distributor and the original manufacturer can be picked up. We take the opportunity to enter the market.

E. In the local regional market, there is always a local secondary agent that can become an agent, which can become a threat and promote the first-level agent.

2. Give support to the agent's credit rating

A. Classification of customers: regional first-level agents, regional secondary agents, system integrators

B. 20 A-level, 100 AA, only A-level can have credit support.

C. Class A credit rating criteria:

1) A formal authorization marketing agreement was signed and a complete filing was made at ml.

2) The monthly order for the first three months is in line with the sales specified in the Authorized Marketing Agreement.

3) There have been no malicious reconciliation incidents and commercial disputes in the commercial exchange within three months.

4) Actively develop the market and operate independently in local market activities. Cooperate with the company's marketing activities.

5) There is no violation of the provisions in the Authorized Marketing Agreement.

six. Price Strategy

1. High quality, high price, high profit space is the principle!

2. Formulate a more realistic price list: the price list is divided into two levels, open quotation, and the lowest price of market sales.

3. Develop a higher monthly rebate and quarter rebate policy to control the marketing system.

4. Strictly control the price system to ensure a price-level profit margin between the first-tier distributor, the second-tier distributor, the system integrator, and the end-user.

Seven. Channel sales strategy

1. 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 developing channel distribution. In addition, the personnel responsible for large customers and system integration personnel will focus on the industry market and system integration market, and strive to complete 4~5 sample projects within three months, giving internal People and ASMI build confidence. By the end of the year, complete your own marketing quota.

2. Short channel strategy: divided into four types of customers: A, AA, system integrator, industry customers. They can establish direct contact with us.

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

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

5. When the conditions are ripe, a logistics center will be established to solve our difficulties in the local market, because the logistics center plays a financing platform, a financial platform and a logistics platform.

Eight. Service system

1. An authorized repair center agreement can be signed with the distributor. Spare parts support. The person is responsible for the replacement and repair of spare parts in the authorized repair center nationwide.

2. 1% of the previous three months of sales to provide repair spare parts.

3. Establish a dedicated authorized repair center to pay a fee.

4. After-sales technical consultation, set up a customer consultation record form, which specifically records the customer's consulting questions, and the company's website opens a special BBS.

nine. Training work

1. Certification engineer training. Divided into primary and secondary. And carry out training for professional sales engineers. The former is a fee-based training, followed by a free training.

2. The training is played on the advertisement, and the content is rich and authoritative.

3. Make an admissions brochure and a publicity page, posted online. At the same time, a brochure will be printed with an introduction to the course content.

4. Authorize training center agreements and cooperate in running schools.

5. Online training, examination, and certificate of completion.

ten. Professional network site

1. Company image, product introduction, manual, driver download. answer. news.

2. Electronic services. Such as information, pictures.

3. E-commerce. Customer orders, cargo inquiries, inventory inquiries, etc.

eleven. Internal staff reporting system and sales decisions

1. Hold a work meeting every Monday and submit a work report with the following contents:

A. The number of sales completed this week

B. Progress in channel development this week

C. Next week's work plan and sales forecast.

D. Difficulties.

E. The end of the month meeting to conduct sales rankings of business personnel. rewards system.

2. Price control

A. A unified price and discount system.

B. Price approval system

3. Work order system

4. Do a good job in sales support; performance at a certain time, discount, calculation of rebate, processing of orders, ranking of distributors' performance

5. Develop a sales manual; 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.

twelve. Subsidiary file

1. Agreement to authorize marketing

2. Authorized marketer's quarterly rebate form

3. Authorized dealer registration form

4. Sales forecast table

5. Product orders and sales contracts

6. Credit rating method

7. Authorized repair center agreement file

8. Authorized training center agreement file

9. Authorized training center assessment policy

10. Establishment and management of spare parts warehouse

11. Development Plan List

12. 2000 marketing plan

13. Business Manager Weekly Work Report

14. Industry Manager Weekly Work Report

15. Department work transfer order

16. Product price list

17. Rebate confirmation form

18. Sales performance statistics

19. Business personnel sales performance statistics