First, the topic:
Second, the customer name:
Third, the product name:
Fourth, the market background analysis
(1) target market:
Who are the consumers of this kind of products? Their age, gender, occupation, income, culture, location, purchase behavior characteristics and consumption mentality.
(2) Consumer preference:
When consumers buy or use this product, do they like mid-range or high-end? Do you prefer domestic or imported products? Where is it used? What are their requirements for products?
(3) Method of purchase:
The frequency, price, place and the most attractive quality of purchase.
(4) Information channels:
What are the channels for obtaining information? What was the first media contact? What is the most dependent media?
(5) competition:
What is the most popular brand of this kind of products on the market at present? What is the reason for selling well? Sales status? What direction do consumers want products to improve?
(6) Conclusion:
Verb (abbreviation of verb) marketing strategy (explain the marketing strategy of this product according to the market background analysis)
(1) Marketing objectives:
According to the results of market background analysis, set the goal of the product marketing activities. Goals should be specific and measurable. For example, how long will it take for the sales to reach 10000 yuan and the market share to reach%?
(2) product positioning:
(3) product analysis:
(4) Competing objects:
Who are the competitors? What are the advantages and disadvantages? How about the advertising?
Sixth, advertising strategy (in the context of marketing strategy)
(1) advertising target:
What is the goal of the advertising campaign? If the popularity reaches%, etc.
(2) advertising theme:
Advertising appeal point.
(3) Advertising expression style:
Characteristics of advertising performance.
(4) advertising slogan:
Overall planning, infectious and impactful.
Seven, advertising creativity
(1) newspaper advertisement:
An article
(2) TV advertising:
An article
Eight, the media strategy
(a) the main media and auxiliary media and their combinations
(2) Media combination and playing frequency
(The form is as follows)
Nine. budget appropriation
Including investigation, design and production, release and effect determination.
Ten, advertising effect evaluation scheme
Evaluation content, time, way and method, etc.
Advertising planning writing format-supplementary form of media strategy-
medium type
Media selection
measure
Release time
frequency
aggregate amount
Reserve bill
Example:
Fangzheng mp3 Walkman Advertising Planning Book Model essay
Founder mp3 Walkman
Content:
The first part is the promotion scheme of Beijing Founder mp3 free trial activity.
1. Lucky September (seeking free trial user activity scheme for Founder mp3)
2. Founder mp3 Campus Wind Music Festival (Founder mp3 Trial Handwriting Award-winning Activity)
The second part is about the idea of nationwide promotion of Founder mp3.
I. Introduction
2. Analysis of mp3 products and market
3. Product promotion strategy
Four. Marketing of Founder mp3
(A) Founder mp3 series promotion activities dynamic planning scheme
(2) Feel the Founder mp3 Music Festival all over Korea
The third part is the campus promotion scheme and its implementation process.
Part IV Accessories
1. Introduction to the free trial activity of Founder MP3 (limited to 300 sets)
Two. Introduction of Founder MP3 New Product Line
Three. Cost analysis and quotation
Four. Details of material preparation
Design and Writing of verb (Verb's abbreviation) Print Publicity Materials
(A) Founder MP3 digital walkman color page copy
The first part is the promotion scheme of Beijing Founder mp3 free trial activity.
Founder recently launched a series of MP3 digital walkman, which gave full play to the strength of Founder Technology in research and development, and greatly reduced the cost and price while strengthening the functions of MP3 digital walkman products. This has created conditions for the popularization of mp3 as soon as possible.
In order to ensure that the new products are quickly accepted by the target consumer groups, and to make Founder mp3 stand out among many competing products, we specially planned and launched the Beijing promotion program of Founder Series mp3 free use activities.
(See attachment 1 for a brief introduction of Founder mp3 free trial activity)
1. Lucky September (seeking free trial user activity scheme for Founder mp3)
Purpose:
Recruit 50 free trial users of Founder mp3 among middle school students in Beijing.
Use this solicitation activity to form a deep impression of the other party's positive mp3 among the target consumers.
Establish the product image of Founder mp3 in consumers' minds with high technology and new fashion.
Through the trial of mp3 player and the selection of trial notes, the word-of-mouth communication will be deepened.
Target audience: all college students, middle school students and fashion consumers in Beijing.
Mode: product consultation and sales +mp3 user generation (signing ceremony, question defense, dynamic singing and dancing)
Timing: September 16 (Sunday) (the second weekend of the school is convenient for students to attend).
Venue: 1) Contemporary Mall Square (or Renmin University)
2) Zhongguancun Hailong Building Plaza
3) Xidan Science and Technology Cultural Square
[Reason for Location] Haidian is a relatively concentrated area in Beijing, and the People's Congress (contemporary) is a well-known college of literature and history, occupying a relatively central position in the distribution of colleges and universities; Hailong is a symbol of high technology in Haidian, where most computers and IT products choose to carry out activities. Xidan is a famous commercial center in Beijing (Xidan Book Building is close to its side, which is a relatively concentrated area for students).
Program arrangement:
8: 00 a.m. Arrange the venue (product sales consultation area, central performance stage).
At 8: 30, there are 3,000 product leaflets (printed with random lottery numbers).
Zhang (surname)
At 9: 00, the sales consultation of Founder mp3 products began (5 ~ 10 Founder sales staff).
Shicheng)
10: 00 Dynamic Dance (1)
10: 05, the host announced the start of the "Lucky September" Founder mp3 large-scale promotion activity, explaining the winning rules (50 lucky auditees were selected four times, and 200 leaflets were printed with lottery numbers). )
10: 20 Ask the technicians of Founder Technology (1) to introduce Founder mp3 series.
Walkman
10: 35 Pull out 10 mp3 users (Founder Sales Manager).
10: 40 ask 10 a simple question about Founder mp3 product knowledge (if not answered, you can give the audience the right to answer the question and give a souvenir. The same below) and then sign the "Founder mp3 Trial Agreement" (provided by Founder) and introduce the writing requirements of "Trial Notes".
10: 55 Song Singing (2)
1 1: 05 The second round draws out 10 mp3 users (as above).
1 1: 25 explain how to use the software for converting CD to mp3 (Founder Technician 1), ask questions on the spot and send souvenirs.
1 1: 40 Draw out the third round of 10 mp3 users.
1 1: 50 "All-Korea Feeling Hot Imitation Show" (3)
12: 05 live games and questions
12: 20, 20 mp3 users were selected in the fourth round.
12: 35, the host announced "See you at the next note selection ceremony!"
/kloc-End at 0/2: 40, and tidy up the site.
(Note: The cultural performance part of this activity is provided by lilee Cultural Performance Service Company. )
Information transmission:
1) Posters posted by universities in Beijing 1000 (each school 10) (starting one week before the event).
2) All parties in Beijing put up activity posters at core sales points and agencies (half a month ago).
3) The core sales points and agencies of all parties in Beijing set up activity leaflets.
4) Founder mp3 free use of large-scale mobile media publicity plan.
Dynamic early warning feature set determined by vector
Miscellaneous records 7.18—8.18-9.1
Network 7.25 8.6-8.14 8.15-9.14
Newspaper 7.18-8.15-9.10
Broadcast 7.18-9.1-9.438+04
Fangzheng.com 7. 18.6-8. 14
News activity forecast and publicity
Material preparation (see Annex 2)
Activity fees and quotations (see Annex 3)
2. Founder mp3 Campus Wind Music Festival (Founder mp3 Trial Handwriting Award-winning Activity)
The scheme is attached separately.
Scheme conception:
1) Pop music, dynamic combination, youthful melody
2) Appreciation of international music development in the past 50 years
The second part is about the idea of nationwide promotion of Founder mp3.
Founder mp3 Marketing Plan
I. Introduction
As a new digital product, Mp3 is rippling in the big market environment of China ... Who can shake this market? Who will be the overlord in this field?
2. Analysis of mp3 products and market
1.mp3 directly competes with CD, MD and Walkman in the same field.
2.mp3 technology is advanced and has the potential to upgrade traditional products in the same field.
3.mp3 is a hobby product, and concept guidance is particularly important.
4. Facing the student market, reasonable price is the cornerstone to achieve the target consumption.
5. The order of factors affecting mp3 consumption is: fashion-reasonable price-product function.
(Note: See the attachment for details. )
3. Product promotion strategy
With the promotion activities aimed at the target consumer groups as the main body, with the help of targeted media and core agents, it has a positive pulling effect. So as to achieve the ideal sales target.
Four. Marketing of Founder mp3
1. Target consumers: college students, fashion consumers all over the country.
2. The leading idea of promotion:
There is an upsurge of manufacturing, buying and owning Founder mp3 among college students and middle school students all over the country. Promote its development into a fashion and trend!
3. Promotion scope:
Six key cities (Beijing, Nanjing, Hangzhou, Han, Chengdu and An). ) and other cities in China.
(A) Founder mp3 series promotion activities planning scheme
Description of promotion scheme: Cooperate with "Founder mp3 Free Trial Activity" to implement ground promotion, directly reach the target consumer groups, strengthen the interactive effect, and effectively promote the actual sales of Founder mp3 series products.
Plan content:
In the core stores of six key cities, "Founder mp3 Series Multimedia Promotion Class" was arranged, supplemented by the appearance of "Founder mp3 Lucky Auditeur" to create a sensational atmosphere and promote product sales.
Timing: August15 ~ September 20th (choose every weekend (Saturday and Sunday) morning10: 00 ~1:30).
Schedule: Visit a city every week. See the table below for details:
Founder mp3 series promotion schedule:
Time: August 18, August 25th, August 26th, September 8th, September 9th, September 22nd, September 23rd.
Wuhan is to the north of Beijing and to the south of Beijing and Hangzhou. Wuhan is the capital of Xi.
Location: The core store (Fangzheng store) in key cities. Or set up a temporary booth in the square outside the store.
Trial selection: During the promotion period, 5 lucky trial users of Founder mp3 will be generated every day. A city produces 10 trial users in two days (trial users can complete and participate in the evaluation of trial notes).
Founder mp3 lucky users have the right to:
1. Free trial for one month and full refund. ( 100%)
You can buy products at half price. (probability 100%)
You can get a free product. (33.3%)
Preparation of materials and facilities:
Large projector
5. 1 channel hi-fi system
laptop
Fangzheng multimedia classroom layout
Compilation of Multimedia Promotion Tutorials for Founder mp3 Series Products (PowerPoint)
Personnel arrangement: XXX company is responsible.
Relationship coordination:
Founder Technology introduces and recommends core agents.
Jiahong Shi Sheng Company communicates with the core agents to ensure the smooth progress of the activities.
Activity notification (information transmission):
1. "Founder mp3 free trial activity" media learned that
2. Post "promotional posters" in shopping malls and other relevant places.
3. Distribute "promotional flyers" on campus and core stores.
4. Directed media in major cities (optional)
Rough Media Arrangement of Founder mp3 Free Trial Activity:
Dynamic early warning feature set determined by vector
Miscellaneous records 7.18—8.18-9.1
Network 7.25 8.6-8.14 8.15-9.14
Newspaper 7.18-8.15-9.10
Broadcast 7.18-9.1-9.438+04
Fangzheng.com 7. 18.6-8. 14
News activity forecast and publicity
(Note: On-site notification of key cities should be conducted 2 weeks before the start of the series of promotional activities. )
Cost accounting and proposal quotation:
see annex
Relevance of a series of promotional activities:
1. Directly recommending and educating the target population can effectively stimulate consumption and increase sales quota.
2. Respond to the "Founder mp3 Free Trial Activity", strengthen the interactive effect and improve the implementation effect of the two schemes.
3. Strengthen the terminal strength of core stores and increase actual sales.
4. Improve the terminal activity behavior and enhance the media delivery effect.
5. Strive to create a "Founder mp3" trend among students. Form a fashion drive.
(2) Feel the Founder mp3 Music Festival all over Korea
1) Send mp3 memory.
2) Korean Song Feng and Dance.
3) On-site sales (ticket collection in core stores)
The third part is the campus promotion scheme and its implementation process.
Promotion target: Peking University and middle school students.
Location: ten colleges (7 universities and 3 middle schools); Xidan book center.
Time: from September 12, from 4:00-5:30 pm to the end of 10 every Wednesday and Thursday.
Contact information: Founder Company will contact the student union of the school to provide a venue for activities. (Auditorium or amphitheatre, about 300 people are needed. )
Objective: To publicize and introduce five mp3 walkman series products newly launched by Founder Technology.
Provide free trial opportunities to experience the product.
Combine the auction form and the sale of commemorative edition to deepen the impression of the product.
Create the fashion of Founder mp3.
Selling point of the activity: (also a joint letter from the student union of colleges and universities) (copy attached)
High-tech digital products promote progressive life.
Feel the wonderful international auction atmosphere (English, Dutch)
Activity notice: confirm the media combination and campus poster (poster copy is attached)
Create momentum: live video recording activities, media reports and hype.
Promotion process: (afternoon)
At 3: 30, arrange a meeting place, consult and sell products.
Opening remarks at 4: 00 (Introduction of Founder mp3 free trial mode)
4: 10 Founder mp3 Series Product Introduction (Multimedia).
The number of users (× names) is generated at 4: 40 (the first climax).
Announce the auction rules at 4: 50
5: 00 British auction of five featured products (feature number refers to product offline number, serial number, etc. )
At 5: 20, the Dutch auction took Founder -6 180 (the second climax).
At half past five, the host announced the end (climax)
Reference: Lucky September (seeking free trial user activity plan for Founder mp3)
Part IV Accessories
1. Introduction to the free trial activity of Founder MP3 (limited to 300 sets)
1. Activity target: all college students, middle school students and fashion consumers in China.
2. "Founder MP3 National 300 Free Trial Activity!" Holistic thinking
Use all media to launch 300 new Founder MP3 free trial activities nationwide. General idea: six major cities (Beijing, Nanjing, Hangzhou, Han, Cheng and Xi) have 200 sets for free trial, and other places: 100 sets. After a free trial for one month, Party B shall provide the instructions for its use for one month. Select the precautions, and select 100 articles. 100 trial users can enjoy the upgrade-that is, get the product for free; Another 200 testers added 100 yuan to get the product.
3. Free trial activity process
4. Details of the event
Founder MP3 Mini Website and Sohu In order to ensure users' effective access, Sohu. com Founder MP3 Mini Website has a link to Founder Computer Website;
The designated pick-up place of the trial machine is the local core agent. Trial users must sign a trial agreement and provide valid certificates to receive the trial machine within the specified time. The trial agreement is issued by Founder Company and provided to the agents.
Sohu. Com provides a large enough email address for the award-winning essay submission, and the email user name and password are shared by Sohu and Founder.
5. Activity rhythm
medium
Determine activities
Advance receipt notice
Selective transmission of information
Bonus recovery
Prize follow-up
work
Magazine 7.18-8.18-9.19.159.20 9.2010.20/0.20.
Network 7.25 8.6-8.148.15-9.149.159.20 9.2010.20.
Newspaper 7.18-8.15-9.109.159.2010.20.
Broadcast 7.18-9.1-9.149.159.20 9.2010.20.
Fangzheng.com 7.18.6-8.148.15-9.149.159.20 9.2010.
News activity preview and publicity-follow-up report