Auto Parts Factory Marketing Plan

First, planning time: December 02, 2019

Second, the planner: Li Zhonghua

Third, the planning object: Guangdong Huayida Wiper Co., Ltd.

Fourth, planning method: the company's own products entered the Dongguan market marketing plan & product forward sales plan in 2019

V. Goal: The products under the Huayida brand enter the market in the early stage of packaging, channel construction, logistics methods, payment mechanism, profit acquisition, information feedback, customer support, market inspection, etc.

Foreword

At present, in the domestic wiper market, there are various brands with different quality and uneven quality. Except for a few foreign brands occupying the high-rui market, the rest are domestic brands that are chaotically competing, and there is no wiper with word-of-mouth. Brand, relative to our factory to expand the market at this time is a good time. The project aims to design a marketing mix that can successfully achieve its goals in the target market, and to implement it.

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Planning purpose

It is necessary to establish a clear viewpoint on the goals and objectives to be achieved in this marketing plan, as the driving force for implementing this plan or emphasizing the significance of its implementation, in order to require all members to unify their thinking, coordinate actions, and work together to ensure that the planning is completed with high quality.

Huayida wiper is involved in the domestic market, with Dongguan City and its various towns as marketing pilots, in order to serve as a marketing reference plan across the country, the significance is significant! In order to make my Huayida wiper products enter the automotive rear market, the channel construction is mainly the automotive supplies wholesale city, auto supplies franchise stores, auto repair shops, auto beauty shops; develop into retail outlets, let Huayida brand color box Exploding in the market, in order to become the local flashlight brand with the highest exposure rate, and to engage in advertising, and finally let the owners and retailers precipitate a Huayida image in their hearts, becoming the first in their hearts when the sales behavior occurs. Choose the orientation; or match the originals of the domestic and foreign car manufacturers oem with the goal of entering the 4s shop.

Analyze current marketing environment conditions

a, current market conditions

In the beginning of November 2019, the survey of auto parts wholesale cities in Dongguan and the auto beauty shops in various towns concluded that in the local market, high-end wipers are the brands of foreign Jiaba, denso, nwb and Shanduoli. Jiaba has more effects. These models are all with a bone wiper, unit price of about 100 yuan / support. The sales volume is good, and the sales of high-quality products are still quite a lot, but the style is monotonous. The mid-range wiper is mainly represented by the top scraping and the US road. The other is the brand-name brand. The representative ones are Lucas, Karl, unity, baoyi, Yujin, the central axis and so on. The Accord and Bosch models are mainly based on the price of 6-10 pieces. The Accord has a large wholesale price of 12-15/pieces. The retail point has no choice for the brand to be operated, so there is no word-of-mouth. The product appears. The owner does not have a requirement for the wiper. He only listens to the recommendation or the psychology of high consumption. The price must be good. For the warranty period of 3-5 months, the owner did not consider it here, because they left after loading the car~, and no one said that it is going to be changed. In the wholesale city, it is only a head.

Basically, the goods are in the form of door-to-door and cash transactions.

b. Analysis of market prospects

1. At present, it is not only the wiper market, but also in such a stage in the aftermarket of auto parts. In the same product, millions of brands are entering the market at the same time with considerable price and quality, resulting in low-cost warfare in the market, not only consumption. Those who can't find anything that can be trusted can't be profitable for the dealers. The market orientation will eventually form a brand effect in the same way as other product markets, occupying the market with several powerful brands, and others withdrawing or giving up the market. Therefore, this is a good time for the company to seize the market, and the trend is to create a brand image;

2. The car ownership will continue to rise, and this should not be condensed, so the overall demand for wipes will be larger year by year, and the market capacity is considerable.

3. It can be seen from the current chaotic product competition that the reason why so many brands are listed at the same time and each has thousands of people is not the opportunity of quality and brand. Most of them are price wars. If a strong brand is involved, it will form on consumption. Orientation, its market opportunities can not be underestimated.

Market opportunities and problem analysis.

a. At present, the problems faced by our company and series of products are as follows:

1. The popularity of the company and the brand is not high, the image is not clear, and the sales and promotion of the product can not be used;

2. Whether the quality of the product can be improved, it is necessary to break through the current quality of the wiper on the market, and it is convenient to establish the image. If it is equivalent to the quality of other companies, it will be submerged in the market. This point is expected to solve the technical department.

3. Product packaging, the market is mostly cartons, Shan Duoli is worth learning on the packaging.

4. Product price, to be determined

5. Sales channels, to be determined?

6. Promotion method, to be determined?

7. Service quality, after-sales guarantee, to be determined

b. Analyze the advantages and disadvantages of product characteristics.

At present, there are several products that can enter the market. There are bones and Bosch models in the market that have already exceeded the bottom. We can only do low-cost penetration in the same way to facilitate brand promotion and build brand exposure rate; other styles The advantage lies in the appearance, the capacity of the Accord can still be considered, the price can not be set high, we mainly work hard on sales, I think the quality is better than other, the price is not much different from other, so it is easier to possess!

The results of the survey can be launched. At present, most car owners are very disgusted with the inferior wipers. Those who have broken the wipes in 2 or 3 months have serious feelings of contact, we can't take this road; most of the wipers on the market are this one. Grades, and take up most of the opportunity, our advantage lies in the strip, you can consider using a good strip of plastic, for the brand to establish a high-priced image.

Marketing target

Goal: To be determined

Marketing strategy

a, marketing purposes:

With a strong advertising campaign to successfully expand the market, to accurately position products, highlight product features, and adopt differentiated marketing strategies. To be determined

Establish a wide-ranging sales channel, expand sales areas, and increase retail sales.

b, product strategy:

1) Product positioning. Bosch models are set at low prices, infiltration, bones and new pricing in the mid-end market, and the top scraping market like? Still set between the lower and middle ends, the chance is greater?

2) Product quality function plan. Product quality is the market life of the product. Enterprises should have a sound quality assurance system for their products. The market is guaranteed for 3 months. Can we consider it for 6 months? Can the technical department solve it? Can't solve it can be reviewed!

3) Product brand. To form a certain reputation, reputation, and establish a well-known brand in the minds of consumers, we must have a strong sense of creating a brand.

4) Product packaging. The first impression of packaging as a product to consumers requires a packaging strategy that caters to the consumer's satisfaction. High-end products should be new in packaging, such as torch-shaped color cards.

c, price strategy:

Pull a large number of zero price difference, mobilize the enthusiasm of wholesalers and middlemen.

Give appropriate discounts and encourage multiple purchases.

Based on cost, the price of similar products is used as a reference. ?

d, sales channels:

Channel construction: car supplies wholesale city, auto supplies franchise stores, auto repair shops, auto beauty shops as the main direction; take some affordable policies to encourage middlemen's sales enthusiasm

e, advertising

1) Principle: Obey the company's overall marketing promotion strategy, establish product image, and pay attention to establish the company's brand image. Based on cost considerations, flyers can be used to promote the implementation steps in the following ways:

Product image advertisements were launched in the early planning period.

After the sale, the operator advertisement will be launched in due course.

Promotional advertising was launched during the rainy season and auto show.

Grasp the opportunity to conduct public relations activities and reach out to consumers.

Specific action plan:

According to the characteristics of each time period during the planning period, various specific action plans are launched. The action plan should be meticulous, meticulous, operational and flexible. Also consider the cost, do what you can, and try to achieve good results at a lower cost. Seize the advantage of marketing in the peak season, whether to consider the flyers and play the on-site promotion activities at the same time. Have our staff set up booths, carry out on-site promotion in various towns, and participate in local retail outlets while on-site promotion?

Local operating procedures

1. Market research, to enter a region, first to do a market survey, the survey is as follows:

a. Car ownership, how much capacity the market has, and also for reference.

b. How is the sales charge, product structure? That is to say, which local venues are used as the mainstream of wipes, what styles do they prefer, and how do they market?

c. What are the local counterparts and how are the competitors? How about their quality, packaging, price, channel construction, and how to enter the market? Reference analysis.

2. Establishment, site selection and staffing of the office;

Area management, the country is divided into several regions, the regional commissioner is responsible for planning and coordinating

In the region, a number of offices are set up as needed. The office is assigned by the factory to lead the local sales team to develop the market. The head of the office is assigned by the factory. The office clerk is recruited by the office manager to recruit suitable candidates. The manager led a team to carry out a series of actions such as promotion and sales of the products in the local area.

Site selection: Establish a representative office in the provincial city, in charge of the sales tasks of the province or city or establish a subordinate branch office. The location of the office, a warehouse, a studio, ok, or staff quarters to consider together, to be determined! A manager / two salesmen? The salesperson can still be increased or decreased according to the size of the market and business needs. The municipalities under the jurisdiction of the city are shipped by express delivery. After the salesman started the development, it is a long-term customer service, or delivery.

3. Logistics channel

The factory to the office will ship the goods to the office for delivery. The delivery of the retail point should be flexible according to the local situation, and the goods can be delivered to the destination by means of express delivery, locomotive or electric vehicle; or it is necessary to use a motor vehicle van. In short, the logistics cost of the office is reduced to the minimum under the premise of quick completion of the action.

4. Promotion plan

The local promotion plan refers to the previous part: marketing strategy, combined with the facts!

5. Office management system

The regional commissioner cooperates with the office manager to jointly develop the market, including the choice of office location, the distribution of personnel, the development of retail outlets, etc.

A business manager / an accounting clerk / two salesmen /?

1) Salesman management method:

a. The advanced staff is trained by the business manager and can be handed over to the business development and operation;

b. Delivery is handled by the clerk on the same day. How many goods will be delivered on the same day, and how much payment will be settled before leaving work; This method is a bit stupid, or there are other ways.

c. Weigh one month's salary and bonus, business commission as the control of the salesman.

d. Give a certain subsidy to bring your own transportation,

2) The special expenses for office salary and office expenses are managed by the head office;

3) Every month or regular inventory check, goods circulation, payment check and settlement, inventory detailed account, so that the head office can evaluate the performance of the representative office and production coordination.

6. Payment and customer management system

The weekly payment generated by the office is remitted back to the company headquarters;

The sales and retail outlets opened by each salesperson must put the name, address, contact person, telephone number, etc. of the retail point, and the detailed list of the goods to be listed as the office manager and presented to the head office. The area manager is in charge. In this way, the relevant personnel will not lose control of the market. Because the salesperson is directly in contact with the retailer, it is most sensitive to market information. It is necessary to report the market dynamics every week. The manager of the special area should check the retailer from time to time or visit the retailer to understand the problems and opinions in the cooperation. Adopt a targeted solution, adjust the marketing plan or price mechanism recommendations, etc. in response to market changes.

7. other

Salesperson business profit system:

The stability of the first-line salesman is not strong, so the excitement is very important. The new capital is paid by the basic salary + commission, the rewards of the good salesman are rewarded, and the customer complaints are also subject to punishment in order to manage. Office year-end performance evaluation, profit. The representative office manager also applies the spur method, which drives the salesman and his own enthusiasm.

Establish a communication platform on the company's website for the experience and exchange of ideas between salesmen to increase the team's ability to gather.

Encourage salesmen to develop local oem business and other ways to increase sales and production!