[Boutique] market planning book

This article directory 1 company management and marketing planning 2 plant hair dye market marketing analysis 3 a purposeful market planning case Part 1: company management and marketing planning

I am a car trade business in the county. From the opening in 2008 to the present, it is also ok, from 5 cars per month to 80 cars at the best time. However, in the course of business, I also encountered many problems. I am a national high school graduate. I have no business experience and no management skills. For example, my employees are not motivated, they are lazy, and the price of selling cars is not sold. High is three or four hundred yuan lower than the average market price, which means that I don't know how to manage them. In one is the market planning, how to do this market, recently the sales are flat, I have no choice, please instruct the teacher to give me a comment, thank you.

There are many ways to improve the enthusiasm of employees. But the best thing is to combine the company's sales performance with the employee's personal income, so that employees feel that I am not paying for work but to make money for myself! The general method of most dealers is the basic salary plus commission. Who sells the car to the commission, who introduced the commission, but this model will take a long time to appear. Every time you say that the transaction will be cheaper than other dealers 3-400 yuan, because the sales staff only for their own The commission, not the company has made money.

So I also helped my friend's car dealer to make such a commission plan: the commission method is still the base salary plus commission, and the commission can only be commissioned at the minimum sales price set by the company for 100 yuan per vehicle, but the price is higher than the quoted price. The above part of the minimum sales price can be based on the 100 yuan commission, and then get a 40% discount on the overflow price, which effectively encourages the sales staff to grasp the sales price of the car, and does not casually cut the price. In this way, both the company and the sales staff's income are simultaneously improved. Your company can refer to it.

We must do a good job in this market price and service! Now there are more money in the county town. I want to buy more cars! Most people look at the price at first sight. It is best not to be too low according to the long-term market. You are cheap. People can also, so that everyone can't make money! If the price is the same, you can take out a small part of your own money to buy gifts, but also a new trick: such as phone call back, holiday to send five systems for free detection, etc. .... The most important thing is the post-service, the appreciation of the owner is 100 times stronger than what I said.

The boss is an investor, not necessarily an all-round manager. Regarding the professional management of personnel, you will not be able to ask personnel to manage professional talents to help you manage. Develop a sound management system and salary commission plan. Better can also help the company to develop a publicity and promotion plan for each holiday and quarter.

Part 2: Analysis of the market planning of plant hair dyes

On March 1, 2005, Sanjing plant dyeing hair was officially launched in Dalian. Due to the unique selling point of the dyeing hair of the three fine plants, in just one week, it has been sought after by many hair dyers. One month after the listing, the sales of 300,000, the three fine plants dyed hair is like a blockbuster, quickly blasted the Dalian market, set off the first wave of sales boom in March.

In daily chemical products, the problem of hair dye safety has become a common problem! However, Sanjing Pharmaceutical has been able to achieve the sensational effect, and the successful promotion model has been paid attention to and copied by peers. As a strategic partner of Sanjing Sinopharm, the highly consultative organization has also begun to be concerned by the industry. Recently, it has just been rated as “China's most sales-oriented marketing consulting company”. Sanjing Hair Color is a highly creative position of “pharmaceutical, food and health care products brands”. Another classic case of the pattern. As the planner of this product, the author sorted out the entire planning notes and exposed the success of the three fines.

Background analysis: heroes in troubled times

It is no exaggeration to portray China and even the hair dye market in a chaotic world! The harm of hair dye products to hair has become everyone's consensus, and consumer disputes caused by hair dyeing are not uncommon. According to the statistics of the China Consumers Association: In China, there were as many as 70,000 complaints about allergies in hair dyes in 2003, and the number of deaths caused by hair dye allergy was as high as 200. In the first half of 2004, there were more than 40,000 complaints about hair dyeing in the country, and this data is rising rapidly. Dyeing hair is becoming more and more serious, and the hair dye market is in urgent need of shuffling.

Due to the serious safety hazards of chemical hair dyes, safe and healthy plant hair dye products have become the target of hair dyers. In 2004, the Consumer Survey of Hair Dye Market showed that 89.9% of consumers had certain knowledge about the harm of chemical hair dyes; 40.8% of consumers would be harmful to health as the standard for selecting hair dyes; if they are truly non-toxic, safe and healthy Of the plant hair dyes, 49.7% of the people "will definitely use" and only 3.7% of the people "will not" use them.

Conclusion: China's hair dye market has a blank market of more than 4 billion yuan and a target consumer group of nearly 100 million people. In a situation where the market environment is so chaotic, there are more opportunities to win. As long as the positioning is accurate, it is absolutely possible to create a "hero"! After in-depth investigation and analysis, it is highly believed that the future hair dye market will be the "plant" world!

Marketing breakout three steps:

First, grasp the "difference" to the edge

Faced with the resistance to hair dyes in the market, how the three fines become passive and take the initiative, using the low-key and sinister, and the height of the three-pure shop is a road to differentiated marketing. Under the guidance of differentiated marketing ideas, we highly start from the difference between ourselves and the previous hair dyes, namely: the main ingredients of the three fine plant hair cream are from the national food additives, edible plant pigments, will not cause headaches. Dizziness, but also eliminates anemia, leukemia, bladder cancer, lymphoma, kidney cancer, skin cancer and other safety hazards. In response to the security crisis facing the global dyeing industry, the company has put forward a brand proposition of “plants are safe” for the three elites, directly facing the “safety” issues that consumers care about, and seizing sensitive issues to “ The concept of plant hair dyeing eliminates the confusion of consumers, completely subverts the harmfulness of chemical hair dye to hair, and sets off a safe dyeing revolution of plant hair dyeing. At the same time, it also preemptively occupies the category space of plant hair dyeing and occupies the first position of category. It is indeed a wonderful strategy for the three fines.

On this basis, a high degree of planning for the growth of Sanjing brand was carried out. In the brand introduction stage, the “punishment strategy” is adopted to render the “dyeing damage theory”, which focuses on outputting product functional advantages and taking the lead. Entering the brand occupying stage, Sanjing uses the plant dyeing hair to monopolize the category, emphasizing that the three fine plant hair dyes “are free of aniline and phenolic toxic substances”. In the third stage, in order to form brand loyalty and become a category leader, Sanjing has solidified the image of “three fines – plant hair dyeing experts” through the “marriage” of products and knowledge.

In the process of integrated communication, "security" is a consistent concept. In order to market this good concept, the height really took a lot of thought. An empty promise doesn't make any sense to consumers. "Security" cannot be an empty concept, it must have upper and lower limits. With a concrete and measurable definition of "security," consumer trust is easy to build. After carefully understanding the plant properties of the product and conducting relevant experiments, the definition of “safety” was further explored: “dyeing hair dye”. This statement was incredible at the time when almost the hair was poisoned. The “dyeable hair dye” tastes and visualizes the product attributes. This highly controversial statement has aroused the eager attention of the products and consumers, and the product popularity has been rapidly improved. The market of hair dyes is not shocked!

Second, the sales image and price are unified nationwide. No matter which city you enter in the country, Aupres offers a unified counter image, uniform clothing, and uniform product prices. Tong Zhanqi believes that the image of Aupres is to give customers a unique beauty of enjoyment. And its price does not go with the market, and does not participate in the discount of the mall, the price as a reflection of the responsibility of consumers.

Third, the establishment of the "Friends of the Flower Club" to maintain consumer loyalty to the product. In a certain period of time, the company will purchase the products of Aupres products for more than a certain amount to be members, maintain contact with them in various forms, and provide new product information to members in a timely manner. At present, the company has 400,000 members. For the company, the word-of-mouth effect of these relatively fixed customers is higher and wider than any advertisement. Of course, the best form of communication is also guaranteed by product quality.

Part 3: A case study on purposeful marketing

Purpose is an important principle for our marketing and advertising planning, but this is not easy to do. Many times, customers or planned operators will deviate from the relevant principles intentionally or unintentionally during the implementation process. This promotion case I made for a small commodity market in Hangzhou eight years ago can reflect the difficulty of adhering to the principle of purpose. Later I took it. Written into his book as a commentary on this issue.

In April 2002, a small commodity market in Hangzhou was officially opened after half a year of trial operation. In fact, the so-called official opening is just a saying. There is no difference between the trial operation and the opening of the business six months ago. It has only been since the market has been sluggish since then, so I have to find an opportunity to promote it. The market with an investment of over 100 million yuan has been cold and cold. The general manager of the market has been distressed by this. In accordance with his plan, he will use a ceremony to open a ceremony and invite some leaders and veteran comrades to join in the fun of the event. There are probably hundreds of thousands. But when he talked to me about this form, I denied it.

"What do you say?" The sincere Xu is obviously anxious.

"what is your purpose?"

"The market is not selling well, there is no popularity, and the enthusiasm of the merchants is also affected." He is clearly aware of his situation.

Ok, the problem is clear, and the purpose of the market is actually very clear. Would you please let some leaders come to the show to win the popularity? Everyone understands this truth. It must be planned once according to market conditions. In fact, this small commodity market located in the north of Hangzhou has many advantages in Hangzhou. Its hardware construction is much more advanced than those of the old market. Central air conditioners and escalators, the market is a bit modern like a shopping mall. Reasonable partition layout, convenient traffic conditions, large residential areas are distributed around, and there is a long-distance bus station on the opposite side of the market that radiates to the north of Hangzhou and even outside the province. Commodities are not inferior to other markets in terms of price and variety, but the strange thing is that even the residents around it have to go far and go to other markets to purchase. Why is this? My intuitive conclusion is that because consumers still don't know you, there must be a way for consumers to have a basic understanding of you. So I called this planning activity "the first intimate contact." "May 1" is coming, and it is a good opportunity to use the holidays to attract consumers to the market. How to attract consumers? A simple and clear concept has emerged - send! Why do you propose "send"? In fact, the core of all promotional planning is "send", that is, to give consumers a profit, and use profit-driven to drive consumption. However, when this "send" claim was just submitted to the company, Xu always seemed hesitant. Because they had already taken a gift method when they first tried to operate, it was also very clever. It was to use the scratch card to attract consumers to the market. Is there any effect now? Of course, I convinced Xu Zong later, but Xu always asked if he could continue to use the "scratch card" that they did not use when they tried their business. I also refused. My reason is very simple. Sending is just a means. It is not to use "send" to create a sensation, but to attract popularity. The “scratch card” is interesting, but it shifts everyone’s interest to the “send” form, rather than transitioning to market awareness. If it’s just a sensation, I jokingly joked with him: “It’s best to let the security stand at the door of the globrand.com market, with sacks full of renminbi on hand, and everyone coming in to send a banknote is sure to be a sensation.” But this pair Market sales are worthless. So the form must be closely linked to our purpose. In fact, the desire of ordinary consumers is very straightforward. As Ogilvy said, “free” is the most sensational word in the title of the advertisement. It is also very straightforward to give us the design. The principle is to ensure the attraction of the people; the second is to make the people who come to the market have contact with the sales booth. A clear promotional theme is:

Choose from 10,000 free gifts and pick your eyes!

In order to help customers save some money, just in the week before the event, they made 3 banners in each of the two metropolitan newspapers. The TV side chose two city entertainment and film channels, which were inserted twice a night in the TV series. On the substrate of all the ad titles, the word "free" is striking. Specific operating procedures:

From May 1st to 3rd, anyone who comes to the market can get a free gift coupon. With coupons in the market stalls of 700, you can choose one of the 10,000 gifts you have prepared.

Promotional advertising was published. Under the rush, the effect is estimated in a logical form. There are more than 3 million people in the urban area of ​​Hangzhou. If 20% of people see advertisements, then there are more than 600,000 people. If 20% of them are heart-throbbing, then there are more than 120,000 people; and then 20% of the heartbeats turn into action, then It is possible that it is 2 or 30,000 people. Imagine that there are so many people in your market. There are 700 booths in the market. When 10,000 gifts are distributed in 700 booths, consumers who receive gifts will have to receive at least some comparison. Imagine that if everyone in the market visits 1% of the booth, it is 200,000 times. What is the atmosphere between the three days? My description infected Xu and his marketing manager, so everyone made a decision.

However, just before the event began, new situations continued to emerge. First, the small gifts from the wholesale market of Yiwu "China Commodity City" are too refined. Each gift of 1.5 yuan is considered to be worth at least tens of yuan. Although the market has received a deposit of 2 yuan per piece for each merchant. However, I am afraid that the business owners with uneven quality will collect their own gifts. So the market put forward a suggestion that gifts are no longer sent to every booth, but in the market, 8 to 10 distribution locations are concentrated to distribute products. The mistake is coming, and this practice is a departure from the purpose. At that time, there was a theme park in Hangzhou that was launching a “treasure hunt” activity. Everyone was bustling and not busy. But the purpose of the theme park is that as long as you come, each 50 yuan ticket is for promotional purposes, but the market is different, not only for you to get gifts, but for you to accept the gift with the business owner "first intimate contact". The purpose is very clear, that is, customers are expected to have a feeling: when the small commodities here are as rich and cheap, when a resident near the market realizes that they are close to each other, a basic customer group may form. So the gift must be done between the booths. I have insisted that there is a discount at the end.

The planning was carried out as scheduled during the May 1st period. I didn't go to see it but I think it will succeed. On the evening of May 3, Xu called me and said, “I want to report it to you.” The customer’s polite tone and excitement tone confirmed my expectations. Sure enough, during the three days of "May 1", there were people in the market, and the market that had been open for half a year ushered in the peak of a crowd for the first time.