[Boutique] product marketing planning essay

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

In 2000, the annual sales of computer in the country reached 8 million units, with an average annual growth rate of 60%. At present, China's social computer ownership is more than 15 million units, of which more than half of the sales volume has entered the family, and the number of home computers is about 6 million to 7 million units. There are 700,000 Chinese small and medium-sized schools in China, and there are currently 60,000 schools with about 1 million computers. It can be seen that the possession of a large family computer guarantees sufficient market space for the software.

There are about 1000 kinds of educational software for marketing in the market. If a CD corresponding to a book of Chinese small textbooks is defined as an educational software, the educational software developed at present is about 3,000 or more. It is estimated that Within 3 to 5 years, the educational software will grow to about 5,000, and by 2019 it will reach 10,000.

In 2000, China's software sales amounted to 15 billion yuan, of which software application accounted for 61.4% of the software market. Estimated educational software accounted for about 12% of the total software sales of about 1.7 billion yuan, while the teaching software market for student learning is about 2%. -300 million yuan.

The content and manufacture of educational software is relatively simple. The vast majority of educational software did not play the role of multimedia technology. A considerable part of it was a copy of the textbook. The problem became an electronic question bank, turning the "man-made infusion" of the classroom into "computer infusion"; some even had improper or wrong Educational software is manufactured at a low level and lacks innovation. Tianyi software completely overcomes the above-mentioned deficiencies and has created a new world of soft products.

From the educational software market, it is basically in a state of disorder. Because educational software has strong ideological characteristics, its research and development and publication are state acts. In particular, educational software that is compatible with Chinese small textbooks must undergo strict examination before they can enter the school and market circulation. However, the vast majority of educational software currently on the market has not been approved by the relevant education departments, resulting in chaotic market order.

From the educational software industry, the short-term behavior in business is particularly prominent, and the self-proclaimed advertised advertisements are misleading to consumers; the guiding ideology of individual educational software development is even contrary to the current education policy; The actual high price, blindly pursue high profits. Or, in order to exclude aliens, malicious price competition creates market confusion.

There are about 140 million primary school students in China, about 53 million in the middle school, about 8.5 million, and about 700,000 in China. The educational software for these primary and secondary school students faces a huge market, which can be said to be unique in the world.

China is a developing country. Most of China's small areas are in rural areas. Computers are not yet popular, and the demand for educational software is not great. However, it should be noted that for small and medium-sized cities in China's large cities and developed areas in the east, the demand for educational software is also huge. Moreover, with the development of China's economy, the social progress in the central and western regions, the huge demand for educational software in various regions of the country will gradually manifest itself significantly, forming a powerful driving force for the development of educational software.

The analysis of product market shows that the development process of educational software can be clearly divided into three generations. The educational software with "question database" and "question training" as the core content is basically the first generation of educational software. At present, some educational software guided by cognitive learning theory belong to the second generation of educational software, which is the mainstream of educational software and the direction of various educational software development entities.

The first and second generations of educational software can no longer meet the needs of the era reform, can not meet the new situation of educational software development, can not meet the requirements of the information age for education reform, most software is still for the test service; can not meet the "computer Basic learning", software is basically the presentation of test questions, the movement of books and classrooms, did not fully play the role of computer cognitive tools; did not use the latest psychological research results.

Product marketing plan

The Mid-Autumn Festival is a traditional Chinese festival, and mooncakes as a kind of food culture for the Mid-Autumn Festival have been deeply rooted in the hearts of the people. Many moon cake manufacturers have sprung up, and the competition for moon cakes has become relatively fierce. As the boss of the northern moon cake market may not be able to win.

Hollyland relies on years of accumulated brands, which is one of the biggest advantages. Therefore, we must rely on a better brand to promote the offensive and good product structure.

The consumption potential of China's Mid-Autumn moon cake market is between 8 billion yuan and 10 billion yuan. There are five types of domestic competition teams: 1) Old-fashioned moon cakes: relying on brand advantages and good reputation to occupy territory in the market, intending to clean up the old mountains and rivers. However, the lack of funds 2) restaurant moon cake: the attack on the national market is relatively small, mostly based on local brands. 3) Hotel moon cakes: Famous hotels around the world rely on their appeal and mature channels in various local markets to focus on corporate and other group markets. 4) Foreign moon cakes: They mainly divide the high-end market of moon cakes, but currently there are fewer consumer groups.

5) Small workshop moon cake: These brands are mainly deposited in the low-end moon cake market. Their customary methods - price wars, there are many brands in various markets.

3. Advantage brands gradually emerged: corporate brand awareness has gradually increased, and consumer trends have also tended to be well-known brands.

4, regional brands sing the protagonist: so far there is no real moon cake brand with a national reputation, and there is no real moon cake sales network covering the whole country.

Consumer's overall consumption trend

Healthy and well-packaged foods have become an existing consumer fashion. I can't help but see the beautifully packaged cake snacks and the natural natural fruits and vegetables.

Student consumer groups and white-collar workers are consumer groups with a large share. Each consumer will be a potential consumer.

Moon cake is a very seasonal product. Its seasonal sales period is concentrated before the Mid-Autumn Festival. The monthly sales period of the moon cake is only one month before the Mid-Autumn Festival. It is a typical instant explosive consumption. As a "name cake" that has been rated as "a famous cake" all the year round, it is absolutely excellent in brand and quality. The products are targeted at the high-end white-collar workers who are keen to consume. In fact, Holly has attracted a steady and large number of young consumers with higher consumption levels. In this year's sales, occupy the status of the boss. Variety is full, but not clear. To discover the variety of varieties

There are two types of mooncake consumers: consumers and mooncakes. The most important thing is the quality of mooncakes, the quality of mooncakes, the high-grade packaging, the moderate price, the variety of colors and tastes, etc. In some respects, consumers The demand for moon cakes will develop rapidly in terms of gifting, health care, branding, and cultural resources.

Advertising strategy

1) Advertising goals

a. Further improve the brand awareness of Haolilai and enhance the reputation to optimize the brand image.

b. Highlighting the brand's personality and satisfying the individual needs of consumers

c. Promote the sales of mooncake terminal market before the Mid-Autumn Festival.

d, promote the moon cake buy and sell in the Mid-Autumn Festival

2) Advertising object: Hollyland Mid-Autumn moon cake

3) Advertising area: a webpage with a high click-through rate

4) Advertising creativity: Based on online advertising, it is visually impressing people and quickly establishing a new concept of "humanized fashion". After the brand is established, a distinctive online advertising format is placed on a webpage with a high click-through rate to increase visibility and reputation. After the advertising campaign needs, public relations creative activities support, further promote this brand concept

5) Advertising method: launch a special online advertising form on a webpage with high click-through rate

Problems

The seasonality of the January cake is too strong, and the idle production line is too long, resulting in waste of resources. If the product is properly broad. Such as daily consumption. 2 Although this year's sales were good, it also revealed a fatal problem, that is, the product structure was not accurately estimated. This time, Hollyland has seen a shortage of low-end products, and the supply of medium-to-high-end moon cakes is in short supply. This fully illustrates the changes in people's consumption psychology and consumption structure. Mooncakes have surpassed the concept of food and become the carrier of emotions. The market space for high-end consumption of mooncakes has gradually expanded and grown into new profit points.

solution

For the national overall market:

1: Continue to use the means of product distribution, mainly adopting the way of chain store sales, and establishing strategic alliances with some large non-food enterprises of other product enterprises to effectively grasp the dynamics of consumers.

2: With word of mouth, the propaganda products from the north to the south are promoted to the future. The family reunion is selected from Beijing, Shanghai and Shenzhen as the target cities, promoting the unique taste and healthy and safe varieties to attract young people who love novelty. And the pursuit of health, while promotional materials

3: Sponsor some traditional Chinese programs such as tea parties, and invest in a program around mooncakes. The purpose is to promote the traditional Chinese culture and unique taste. Engage consumers to engage in interaction,

Advertising Strategy

Different advertising methods based on product positioning. Divided into daily, etc.

1 Make a lot of posters outdoors. The picture is simple, stylish and healthy, and the color of the past is OK.

2. Do body advertising on a large number of buses or do it on a light box.

3. A large number of Xiao Zhang's posters in major supermarkets have fully attracted consumers' attention.

4, film and television advertising

5, newspaper advertising

6, in the daily moon cakes with cards promoting Chinese traditional culture and products, accumulate to exchange other prizes and goods.

Media strategy

In order for enterprises to quickly occupy a certain market, they need to further increase their investment in advertising and use all media to promote their products.

1. Use such a set, two sets, three sets, the impact of the prime time to focus on bombing, expand the brand awareness of Hollyland, and strive to create a national moon cake brand.

2, free gifts to consumers to make beautiful handbags.

3, the current network distribution is very broad, companies can promote their moon cake brand on the Internet.

Advertising budget allocation

TV and internet will cost XX million yuan

Part 2: Product Marketing Plan essay

The marketing model of the pharmaceutical market is in the process of constant change and innovation as the market demand changes, product competition changes and people's understanding of market marketing concepts continue to deepen. Understand the main fields and forms of the current progress in the marketing of the pharmaceutical market, and create suitable Marketing strategy marketing skills are necessary. The rational use of the new model of marketing and marketing in the pharmaceutical market is of great significance to the marketing and marketing activities of pharmaceutical companies.

First, DTC and DFC marketing model

DTC refers to the marketing model that directly faces consumers, and it includes any communication activities aimed at the end consumers. For the pharmaceutical market, the end consumer may be the patient, the friend or relative of the patient, or the medical service or the public.

In China, in the DTC marketing model, DTC advertising is one of the important factors affecting the sales of the OTC market, and prescription drugs have been banned from public media since December 2002. OTC drugs can directly target consumers for advertising, brand advertising, and brand loyalty, which will greatly stimulate consumers' purchase of OTC drugs. In addition, the popularity of consumer education activities has increased people's awareness of self-care and increased consumer self-diagnosis of minor illnesses. At the same time, consumers' high attention to drugs and their prices will inevitably lead to price competition in the OTC drug market.

DFC is a market research method corresponding to DTC. It refers to the marketing model in which enterprises collect information directly from the end users of drugs. Enterprises use DFC to understand psychological and physiological information such as patient preferences, needs, reactions, etc., and get timely feedback from patients. It is recommended to help companies better position their markets and build longer relationships with patients.

This type of DTC and DTC directly facing the end consumer's marketing model is actually a general marketing strategy for general merchandise. Its special feature is its application in pharmaceutical marketing, especially prescription drug marketing. Since medicines cannot be simply equated with general commodities, it is related to national life safety. Therefore, marketing methods are more strongly controlled by national policies and laws, and many marketing behaviors for final consumers are restricted. Therefore, in other general merchandise marketing, the ordinary DTC and DTC modes become uncommon. Therefore, the contents of the DTC and DTC models discussed in this section are mainly internationally popular drug marketing methods, and it is hoped that the pharmaceutical marketing of pharmaceutical companies will benefit.

Second, foreign DTC and DFC marketing production and development status

The US drug D TC marketing skills should be the most mature in the world. In 1983, the first DTC prescription drug advertisement appeared in the United States. In 1985, the FDA lifted the ban on direct prescription drug advertising to consumers. In August 1997, the FDA announced the relaxation of restrictions on drug advertising and promotion, and promulgated the "Industrial Guide: Broadcasting and TV Advertising Directly Facing Consumers", stipulating that media advertising should include a brief description of drug effectiveness, side effects, contraindications, etc. Or provide access to this information. After entering the 21st century, DTC marketing has been greatly developed. Nowadays, in the United States, almost all branded drugs, regardless of sales, direct-to-consumer advertising has become one of the indispensable strategic strategies for successful listing or brand management, and has also increased investment in DTC marketing. Other European and Asian drug consumer markets have stricter restrictions on pharmaceutical marketing than the United States. Due to the pressure of consumer autonomy and the rising government medical expenses in recent years, European countries' attitude towards DTC marketing is gradually changing. In Japan, its DTC marketing is also gradually developing. In New Zealand, prescription drug advertising directly to consumers is allowed. Canada still bans DTC advertising for prescription drugs, but because of its proximity to the United States, DTC advertising in the United States has crossed Canada to national borders through television, radio, magazines, and other English-language media. At present, some government officials in Canada are gradually beginning to support the permission to prescribe drugs for DTC advertising.

Third, the inevitability of DTC and DFC marketing model

1. Wide application of the Internet. The large-scale popularization of the global Internet has provided consumers with unprecedented access to a large amount of medical and pharmaceutical information, providing a more effective development vehicle for DTC marketing.

2. Consumer needs for health care information. With the improvement of self-health awareness and effective treatment awareness, patients have strong desire to learn disease pathology and treatment methods, which makes consumers' participation in self-health decision-making requirements greatly enhanced. Consumers have already gone to see a doctor because they have been sick in the past. The “passive” type of medicine is changed to a “health-type” that is disease-free and ensures health. DTC marketing has become an important consulting service tool for them, and the way to understand the basic information of new drugs. You can also freely choose various doctors and various types of doctors. Drugs and actively participate in their own health care and treatment. In addition, consumers have begun to pay attention to the retail price of drugs, DTC marketing can just meet the needs of consumers.

3. Pharmaceutical companies improve their market competitiveness. Pharmaceutical companies have increased their investment in DTC drug advertisements and used DTC drug advertisements as a means of rushing to the health care market and expanding their popularity, ensuring the existing production share of products and expanding the visibility of the company in the market and consumers.

4. Changes in the attitudes of governments. The continuous rise in health care costs is becoming a heavy burden for governments. DTC advertising provides information for the “buyer” purchase decision; the number of therapeutic drugs is large, DTC marketing competition will bring benefits to patients, and it is necessary to provide consumers with more information choice and participation platform. It is in this situation that governments' attitudes toward DTC marketing have gradually loosened.

Fourth, the application of DTC and DFC marketing mode in drug marketing

1. Let consumers increase awareness and loyalty to the product through DTC advertising

DTC ads are direct-to-consumer ads. The form includes television, radio, print, telephone, postal advertisement, etc., but the role of advertising is education, but the key is to reflect the information of the consumer's attention such as the name of the product, the manufacturer, the use, and the risk of drug use. Let consumers have a certain understanding of the drug and the production enterprise, reach a certain degree of recognition, and strive to establish emotional connections with consumers. DTC advertisements must grasp the consumer psychology and highlight the characteristics of the products. The pharmaceutical companies increase the DTC advertisements of the drugs, which can make consumers familiar with their products and have a cognition of the products, establish a corporate image, thereby improving consumers' reading of the product. Loyalty.

2. Establish good communication with consumers through the DTC website

Pharmaceutical companies can use the Internet to directly face consumers, provide consumers with product information and distribution trends, provide medical consultation services to the public, and understand consumer needs, as well as feedback from physicians and patients. Chinese pharmaceutical companies should fully learn from the experience of foreign companies, make full use of network resources, and do a good job in building DTC websites. Many pharmaceutical companies produce highly interactive, friend-like web pages for consumers on the website. The content of the web page includes a full set of educational materials for common diseases, information about medical service personnel, and methods for self-diagnosis. The patient searched the website online for new developments in disease treatment research. The Internet provides pharmaceutical companies with direct marketing opportunities for consumers, and some DTC sites also have advertising capabilities. In addition, the DTC marketing mix also includes communication models such as consumer education and word-of-mouth marketing.

3. On-site sales are the main promotion methods for terminal promotion.

On-site sales are the main promotion methods for OTC drugs in the early stage of the market. Most of the sales of OTC drugs are in retail pharmacies. For consumers, pharmacies are not only the place to buy medicines, but also the place to get advice on drugs. Therefore, it is possible to conduct on-site consultations at pharmacies, promote and promote sales through publicity, provide relevant drug information to consumers, and make terminal sales professional and diversified. At the same time, posters, POP point-of-sale advertisements, flag-hanging, etc. can be used for publicity and education in pharmacies, and the education of pharmacy clerk and the display and tally of medicines can be strengthened.

4. Knowledge Marketing Improves the People's Scientific Health Concept and Promotes Market Demand

The knowledge marketing indicator addresses the needs of target consumers of medical products and the needs of potential consumers, and spreads the knowledge of medical products through interactive forms to achieve the purpose of promoting sales through brand promotion and product knowledge dissemination. Enterprises can organize community-based residents to set up healthy classrooms, popular science lectures, establish health cards, donate scientific books, and cooperate with the media to hold science knowledge contests. Although these activities do not involve product promotion, they do not require participants to purchase products. However, by raising the public's scientific and healthy concept, it has stimulated market demand.

5. DFC mode for patient information collection

The DFC marketing model makes up for the shortcomings of insufficient information collection under the traditional doctor-patient relationship. It can meet the needs of patients, doctors and enterprises at the same time, thus achieving the "three-way win-win" situation in the pharmaceutical market [1]. According to the DFC mode, companies can directly collect the patient's symptom relief in various ways, and feedback the patient's treatment effect to the doctor. These data directly from the patient provide convenient, timely and effective help for the doctor, and improve the patient's treatment. The effect is to reduce the cost of treatment and reduce the pain of the disease. In addition, through the DFC model, enterprises can better grasp the psychological and physiological information such as patient preferences, needs, reactions, etc., and better segment, select and locate the market. Establish a longer-lasting relationship with patients.

Part 3: Product Marketing Plan essay

First, the market analysis:

There are seven kinds of newspapers and magazines published in our school about English learning, such as 21st Century Newspaper, English Weekly Newspaper, English Tutoring Newspaper, and Crazy English. The competition is fierce. At present, I understand that the English version of the Learning Newspaper is entering the market. . It is understood that their sales model is simply selling in college campus dormitories, but the coverage is not wide, often based on one party. However, the transmission of newspapers or magazines in the late period became the biggest problem. There was often the problem of not sending newspapers or magazines in time, or the backlog of newspapers, and did not leave a good impression on students. This is a good advantage for New Oriental English that has just entered our school market.

Product Marketing Planning Book II. Analysis of sales targets:

Target audience: 2010 undergraduate freshmen at Xi'an University of Technology

Total number of subjects: It is estimated that there are about 5,000 undergraduate freshmen

Object needs analysis:

For college students who have just stepped into the ivory tower, they already have their own English learning goals in their hearts, have tested English forty-six, and then struggled with higher goals.

In our school, there will be an English placement test in the ten days or so of the new school. For students who are away from the exam for a few months, they will pay more attention to the exam. However, few of them knowing beforehand that they will bring previous textbooks or materials, so this is also a favorable entry point for New Oriental English sales.

At present, the reform of the English four or six grades has higher requirements for the English level of contemporary college students. The most effective way to improve English scores is to expand the amount of vocabulary. Finding a material that effectively helps you expand your vocabulary and improve your overall English ability is something that many new-educated students want to know. At the same time, passing the English four has become a goal for students to learn English.

Third, the marketing of the market and personnel:

On-the-spot analysis of the sales market: Xi'an University of Technology has a vast territory and a relatively concentrated distribution of dormitory.

Sales staff: In order to carry out better marketing and promotion, sales personnel should be located in various dormitory areas of the school, so that favorable publicity and promotion can be achieved, and more markets in the school can be seized in the first time, and at the same time, for the distribution of future newspapers. More convenience. At the same time, considering that it is inconvenient for boys to enter the girls' dormitory, the salespersons should have a certain proportion of men and women, and establish a favorable geographical advantage through these!

In view of the analysis of the market on the market, it is estimated that a total of about 40 salespeople will be distributed in the various new residences on campus to promote and promote. As for the post-transfer magazine, it will take about 5 people.

Fourth, publicity and marketing:

Publicity theme: Read New Oriental English and be the master of the future!

Marketing purposes: honest and trustworthy, service-oriented, customer satisfaction!

Preparation:

Recruitment: Considering the difficulty of pre-marketing, I will recruit classmates and friends who are more responsible, want to do and want to do it, especially those who have had sales experience before. At the same time, we must also consider the geographical distribution of the personnel and the gender ratio. The recruited personnel are divided into five small teams, one of which is a female team, and the person with strong ability is selected as the captain.

Personnel training and experience exchange: As a sales team, you should have a team spirit and work together to make good sales. The development of team spirit requires team members to get along more and understand each other. In order to get better sales results, mastering certain sales skills is indispensable. Although personal wisdom or experience is limited, the accumulation of water into a river, the accumulation of sand into a tower, the power of unity is endless, requiring us to learn from a wide range of experiences and exchanges. In addition, we must study hard to learn theoretical knowledge and learn more about marketing techniques.

V. Sales preparation:

Arrive at school two days in advance and develop detailed planning steps for sales.

Coordinating members of the organization to boost morale!

6. Promotional promotion stage:

Fixed-point publicity: New students enter the school stage, and set up reception points at the main intersection of the dormitory. Provide free water for freshmen and their parents and create a corresponding promotional version for promotional purposes. At the same time, if the conditions permit, you can provide free newspapers in moderation.

Promotion and promotion: New students enter the school to the new dormitory to promote the promotion.

Grasping the timing of the fellowship, helping new students understand university life and English learning, answering many questions about the university's many puzzles, explaining the importance of English and learning methods, and promoting our newspapers.

Seven, marketing strategy: focus on grasping the psychology of sales targets.

First of all, we must give people a kind feeling. Self-introduction is very important. It is necessary to bring a student ID card. As a senior or a schoolgirl, we must be very trustworthy in the eyes of new students. You can introduce them to the school as a senior or a school sister, like making friends.

When you sell a sample, you should bring a sample. The conversation should be as concise as possible. When you cut into the promotion theme, you can't be too commercialized. This will make the new students look disgusted.

If you can successfully sell a magazine, you must open a formal subscription invoice, preferably for the magazine. Also leave the contact information of the campus supervisor. If there is any problem with the delivery of the newspaper, it can be reflected to the supervisor of the campus. At the same time, the sales staff must take the initiative to leave their own contact information, and ask any questions or questions to ask our seniors or sisters. Even if a dormitory does not sell successfully, you should also leave a contact number as a senior or a schoolmate. You can leave a new opportunity for the new student to return. Second, you can promote it to his or her roommates. Leave the way.

Eight, the marketing plan stage

Collect the latest subscriptions from the team leaders every day. Open a team leader meeting every day to jointly solve the problems encountered in sales promotion. Open the group every day, inspire the team, and work together!

Nine, the transmission of the late magazine:

Based on the analysis of the market, the post-transfer magazine is also convenient and fast. The timely delivery of each issue of the magazine gives the new students a satisfactory service and impression, and this is also an effective way to occupy the market and expand the market.

In order to avoid problems such as mis-sending, missing hair, etc., it is necessary to make a corresponding form to summarize the student information that the magazine transmitter is responsible for, and each magazine sends a corresponding record on the form to make the transmission work in an orderly manner to avoid problems. Cause customer dissatisfaction!

Ten, after-sales research

A questionnaire survey of each ordering customer and the advantages and disadvantages of the magazine are proposed to facilitate the improvement and development of the newspaper.