1. Marketing Promotion Plan
1. Promotion purpose 1. Let the target consumer groups know the functions and effects of new products in the shortest time, shorten the promotion cycle of new products, enter the growth period as soon as possible and create benefits.
2. Let the target consumers want to try it out and gradually cultivate into brand loyalists.
3. Improve brand awareness and reputation.
4. Increase the sales of products sold on the website.
5. Consolidate the customer relationship of distributors, seize the high match between channels and terminals, and enhance the confidence and enthusiasm of distributors.
Second, the preliminary market survey
This market survey is mainly to provide scientific basis for the listing and promotion of ×× electric vehicles. The contents, methods and locations of the survey are shown in the following table. Market survey implementation table survey content:
1. In-depth interview with management.
2. Marketing staff group discussion or questionnaire survey.
3. Channel investigation: the types and characteristics of electric vehicle sales channels, and the channel policies of well-known brands.
4. Terminal research: the types and characteristics, terminal image, terminal display, terminal shopping guide and terminal promotion activities of electric vehicle sales terminals.
5. Dealer survey: the basic information of dealers, the number and sales volume of brand agents, the understanding of the local electric vehicle market, whether there are plans to distribute new brands, etc.
6. Consumer survey: in-depth interview, questionnaire survey, group discussion survey, second-hand information survey and other survey methods.
2. Marketing promotion plan
I. Promotion Purpose In order to show the company's image and improve the brand awareness and sales volume of products, publicity and promotion activities were carried out in advertising companies and industry companies in Yueyang City, county level and surrounding areas in early May. It opened up a new way for the company to enter the professional production market of luminous characters. Let more advertising companies in the industry know about MOGO brand in stainless steel luminous characters.
Second, the preliminary market survey
1, understanding of products
In-depth understanding of the production, characteristics, specifications and prices of the company's luminous products, 2-3 days of professional knowledge training for marketing personnel in the early stage, assessment before entering the marketing, and marketing can only be carried out after reaching the standard; Understand the quotation methods and methods of various products; Analyze and deeply understand the advantages and disadvantages of products; Knowing the roots and the bottom can be in an invincible position.
2. Understanding of the market
Understand the investigation and analysis of the location of the market to be promoted, analyze the current situation, characteristics and needs of the luminous word market in this area, and carry out targeted publicity and promotion; How many advertising companies are there in this area? Are there any familiar advertising companies that can break through the market and be the first stop of market development? What kind of products will be promoted for this market? What is the price of this product in this market? After each regional promotion, the promoters should summarize and analyze it and express it in the form of written materials; The deeper the effort, the deeper the market.
3. Understanding of customers
Collect and understand customer information, and distinguish by region and business type (plane, production, media planning); Make a summary every day, make a list, and return to the company for information storage. The company will add customer qq to standardize the information so as to facilitate the operation of placing orders in the future; There are potential customers, but also from time to time publicity; Friendship cards, classmate cards, family cards and old lover cards are used flexibly during the promotion period; Resource integration is an intangible asset; Treating people sincerely is the foundation of service.
Third, product strategy.
1, brand positioning: specializing in the production of Seiko luminous character series.
2. Brand culture: create exquisite brand image.
3. Price strategy:
(1) Using monopoly and partners to keep the direct user price unified is beneficial to brand image building. For long-term partners, if the annual sales amount reaches a certain amount, the company will give extra rewards, and the amount and method of rewards (to be determined).
(2) Ensuring a certain high profit for dealers can attract more dealers to join and improve the speed of market expansion.
(3) The product price is stable and in line with the market product price.
4. Brand strategy:
(1) The company not only sells products, but also establishes and maintains product brands; Register exclusive brands, including many types of products, use brand awareness to sell luminous products (such as Unicom's wo brand, mobile: and brand), and carry out specialized production, institutionalized process and humanized service management.
(2) Establish a good word-of-mouth effect; Brand advertising (online: WeChat, qq, Weibo, Taobao, website; Offline: outdoor advertisements, video advertisements, brochures, sample gifts, etc. ) Enhance brand awareness among merchants and potential customers.
Fourth, product promotion and work schedule
1, promotion schedule
(1), May 4-May 10.
5.4 The Engineering Department shall formulate the market price and submit it to the Design Department in the form of table; At the same time, the design department will design and produce the album, which will be completed before May 13.
5.9-5. 13 professional knowledge training for marketing personnel.
5. 13-5. 14 knowledge assessment of promoters and company work arrangement before promotion.
(2) May 15-May 20th
According to the region, three people are responsible for xxx, two people promote the form of one person staying behind, and take turns to go out for carpet publicity and promotion; During the promotion period, if there is any order, report it to the design department in time, make production orders, and the engineering department will keep production records for financial check and entry.
(3) May 20th-May 22nd
Organize customer information in a unified way: Promoters organize the information collected by themselves, and hand over the words and business cards to the personnel department for statistics.
(4) The company meeting will be held on May 23rd.
Promoters give feedback and share information on the problems encountered in the promotion process. The areas that have not been promoted shall be counted in advance and submitted to the marketing department for discussion on whether to supplement the promotion.
2. advertising.
(1) Make picture books and distribute them to advertising companies in cities and counties for free.
(2) Free samples of key customers; Make gifts with company characteristics for customers (such as distinctive business card boxes, luminous company logo key chains, creative pen holders).
(3) Outdoor advertising, using existing resources to spread the company brand.
(4) event marketing; For example, sponsoring high-impact activities.
(5) survey consumers; Distribute questionnaires to potential consumers to publicize the company brand and luminous word knowledge; This is also an invisible publicity for the brand; Consumers know several mogo brands and will accept and trust this brand in their choice. (Potential consumers: shopping malls, decoration companies, media companies, businesses in large and small office buildings)
Verb (abbreviation of verb) service strategy
1. Open a service hotline to properly handle customer complaints.
2. Design product warranty cards and establish customer files.
3. Pay a regular return visit to users of luminous characters, solicit customer suggestions, improve brand reputation and enhance customer loyalty.
4. Pay attention to pre-sale and in-sale services, and improve the customer churn rate.
Duties of departments concerned with intransitive verbs
1. Marketing Department: mainly responsible for the formulation of the overall marketing plan and the implementation of promotional activities.
2. Marketing Department: mainly responsible for market research, marketing planning and advertising management.
3. Marketing promotion plan
First, defining the theme of the activity to give an appropriate theme to the community activities will play a great role in attracting consumers' interest, making the activity well-known and justified, diluting the commercial purpose of communicating with consumers, and facilitating publicity with the theme of the activity. There is a "theme" and a "spirit" when promoting the design of materials, the selection of promotion forms and the promotion of business personnel.
Second, determine the active products and prices.
The beer products used in community activities should be mainly middle and low-grade domestic beer, which should meet the requirements of public consumption capacity. For example, in Hangzhou market, the retail price is around 30 yuan/box (12 bottles) (including 5 yuan).
Most activities are based on the whole case purchase, so small packaging (such as 8 bottles/box, or 12 bottles/box) is better.
Because middle and low-grade beer is mostly packed in plastic boxes, it is often publicized in community activities that there will be a deposit for the whole box purchase (12 bottles/box of plastic boxes usually need 20 yuan/box, which is an obstacle to promotion), so it would be better if enterprises have cartons of domestic wines to do such activities.
Because of the particularity of beer products, there is a link of "recycling empty bottles" in channel logistics, so if there are cans, it is better that the packaging does not need to be recycled. However, most domestic beers are glass bottles and need to be recycled, so this should be considered in the later activity design.
Third, determine specific activities.
It is naturally a good thing to have various forms of promotion, which can attract more consumers' interest, but it also tests the execution ability of the sales team of the enterprise. For most small and medium-sized enterprises, the author suggests that enterprises can summarize one or two forms of promotional activities that are small in scale and easy to implement and replicate. The key is to carry it out on a certain scale for a long time.
Buy a box of your beer products at the event site, and you will get a bottle of 1.25 liter Coca-Cola. Buy two boxes of good mood, and you will get a set of gifts from Coca-Cola Company (1.25 liter "Sprite+Fruit Orange" two packages). Buy more, get more, unlimited quantity.
Another example is the "lucky draw" to buy a box of designated beer products and have a chance to win the prize; Draw a table tennis ball from the lottery box, identify the logo on the ball and get the corresponding prize, that is, touch it to win the prize; The 20 balls (marked with several words, such as five words) in the lottery box are set to five levels.
There are many options for these activities, mainly simple and easy, with strong consumer participation. In addition, if it can be linked with other forms of promotion, the effect may be better, such as wine with a bottle cap, so that consumers can change wine because the bottle cap wins the prize, which will harm consumers and promote "return", of course, the cost will be higher.
Fourth, determine the time to carry out activities.
1. Generally, you can choose the upcoming peak season and peak season. For most markets in China, June to September is usually a good season.
2. You can choose a weekend or holiday with good weather.
3. The delivery peak will be in the morning and evening when it is cool: for example, 7: 30 am ~1:00, and afternoon 15: 30 ~ 18: 30).
For the community activities of beer enterprises, it is suggested that they should be held regularly and carried out for a long time to realize brand accumulation and market penetration. The "one-off" planning effect is difficult to form in community promotion.
Verbs (short for verb) define the size and location of an event.
The designed activity plan can be carried out independently, and the scale can be adjusted with the increase of the number of activity points, that is, the same activity can be carried out at multiple venues at the same time. Generally, a venue can last for two days. If it is short, it may be that the publicity in the community is not in place and the purchasing potential of the community is not tapped enough. If it grows, the "marginal income" will decrease.
Whether the venue is suitable or not is a key factor for the success or failure of community activities. The business personnel shall select the site in advance and negotiate with the owner, and the regional supervisor shall check it. According to practice, a more suitable location may be:
1, not a high-end residential area, because there are many property management in high-end residential areas, which may not be mentioned.
2. Mature community, that is, high occupancy rate.
3. The proportion of permanent residents is large, and the proportion of cooking with fire is high.
4. Have a certain spending power, otherwise "whole box purchase" will not sell well.
5. Points with a large flow of people (e.g. beside bazaars and at the entrance of residential areas). ).
6. There is an activity venue, which requires about 10 square meters of open space.
7. There are suitable terminals to cooperate with, because the terminals need to cooperate with the follow-up services such as recycling empty bottles and competing for prizes. Relying on the terminals to do activities can weaken the dissatisfaction of other terminals around (manufacturers will grab business).
The business team should summarize and improve the activities in time, and gradually fix these activity points after practical screening. Enterprises can set up dozens of fixed activity points in the same city, so that the promotion of community activities can be carried out throughout the city.
Sixth, determine the way of publicity activities.
Publicity plays a vital role in the effect of the activity, and the publicity room should be paid enough attention before, during and after the activity.
1, distribute leaflets around the event site one day in advance before the event; Inform consumers who may pass by the event venue of tomorrow's activities and attract them to join at that time.
2. During the activity, it is also the most important publicity link to arrange or distribute some small balloons at the activity site, which will be preached by promoters. Such as site layout: product stacking and box cutting display; The gift is wrapped; Folding promotional tables and chairs; Banners with campaign slogans; Yi Labao to promote the brand; Introduction activities of KT Board of Directors; Big sun umbrella (Aquarius); Promotional clothing; Balloons with corporate logo (inflatable at any time), etc.
3. After the activity, the company will timely organize vehicles to deliver goods to convenience stores around these activity areas (you can bring small sales AIDS of the enterprise and notices of current terminal promotion activities, etc.). ).
Seven. Staffing and training
Community activities need more personnel input. Small activities can be carried out by business people on weekends or holidays. Large-scale activities need to hire temporary promoters, such as recruiting some college students, who are fully trained in the content of activities, site layout requirements, promotion of interest points, customer common objection answering skills, key control points, responsibilities, labor discipline and so on, and have relatively stable cooperation.
Eight, marketing expenses balance
The main expenses of community activities include:
1. The activity fee for the design of the promotion scheme, such as the above-mentioned lucky draw, is 4.405 yuan/box.
2. At the activity terminal, because the boss provides the activity venue, he undertakes the after-sale recycling or exchange of empty bottles and on-site support (such as communicating with the property) as the expenses that the enterprise needs to provide, such as 2.0 yuan/box (but does not enjoy the terminal promotion policy).
3. Salary of temporary promoters: basic salary of 40 yuan/day, business security deposit of 0.5 yuan/box.
4. Exhibition materials (Yi Labao, sun umbrella, etc.). ).
However, because community activities are directly aimed at consumers, the selling price should be calculated at the retail price, which has higher price difference income than the company terminal, and can also supplement some activity expenses. According to our calculation, this scheme can ship about 40 boxes per day at each activity site, and 80 boxes on a good day at the activity site, with little actual extra expenditure.
In addition, in order to effectively carry out activities, there are several points to be reminded:
1. Explain the main business of this activity:
Pre-preparation, such as the formulation and approval of community activity plans; Design, manufacture and equipment of marketing materials; Recruitment of temporary promoters; Training activists; Looking for an activity venue; Negotiate and determine the venue (including property); Distribution of promotional products and materials.
On-site activities, such as distributing leaflets; Activity site layout; Explain and preach at the event site; Product and gift management; Distribute balloons; Product sales and sales data records; Deliver goods to customers; Closing and other matters; Cash in retail store expenses.
2. Formulate the implementation of the activity promotion plan, when, what to do, who is responsible, and what is the standard of completion.
3, in the process of activities should have full-time supervision and inspection, good at summing up and improving.
4. After the activity, the sales department should organize personnel to follow up the distribution of goods, balance the interests of other terminals around the community that are not "activity points", gradually make the distribution rate of community terminals based on community activities, and consolidate the results of community activities.
4. Marketing promotion plan
I. Preface In recent years, with the implementation of national agricultural support policies and the increase of fruit economic value, alcohol consumption has shown a diversified trend. Under this trend, plum wine came into being, but it has been on the edge of the market since it entered the market.
Judging from the market performance of young plum wine in recent years, plum wine has not yet formed a certain market scale, so its share in the wine market is very low. At present, no brand of plum wine has performed well in the whole country, and all brands have a certain market share in a small scale.
Compared with other kinds of wine, plum wine is only a small kind of wine. As a small wine, plum wine itself has high nutritional value, but it cannot be favored by consumers. For a long time, plum wine has not been known to the general public, so agents are naturally reluctant to act as agents for plum wine, because there is no market, even if they act as agents, they will only serve as a product supplement. Production enterprises either don't have the strength to carry out vigorous publicity or are unwilling to pay high marketing expenses in advance. To this end, in order to help products enter the market smoothly, we will make marketing plans for products and help enterprises develop markets for products.
Second, the market environment analysis
(A) enterprise situation and product analysis
1, enterprise situation
The company always adheres to the business philosophy of "quality first, honesty is golden, efficiency is fast, innovation is pioneering" and develops together with people from all walks of life. In the future, the company will adhere to the road of brand management, strive to build the core competitiveness of enterprises with quality, innovation and service, realize the sustained and rapid growth of sales revenue, brand influence and consumer reputation, and let the healthy brand products of enterprises enter thousands of households and bring more people health and true feelings.
2. Product analysis
(B) Analysis of the industry situation
This is an era full of passion and challenges, an era in which opportunities and crises coexist, and an era in which there is no future without communication. For thousands of years, drinking has been the main way of communication. With the changes of the times, revolutionary changes are taking place. Long-term drinking will cause beer belly, gout, memory loss, alcoholic hepatitis and so on. According to the investigation of experts in the industry, people's drinking habits are changing.
5. Marketing promotion plan
First, how to effectively amplify the sensational effect of Changshu market, strongly shape the brand image of "Sunway Investment", improve the popularity and reputation of "Sunway Investment", and then drive the chain effect of the whole Suzhou market, which has become the focus of market development at present.
Second, the brand promotion objectives
Based on building the brand image of "Sunway Investment" in the sales promotion of investment and wealth management and real estate mortgage loans, Sunway Investment will benefit from everyone's efforts and achieve the goal of getting twice the result with half the effort. On the basis of the previous company publicity, it will be extended and refined, mainly by opening up the inherent market of peers and blind spots of others to enhance the brand image of "Sunway Investment". At the same time, the previous hype focused on: developing real estate agents, banks, securities companies and investment peers, and vigorously enhancing the brand image of "Shuangwei Investment". Therefore, the future publicity and promotion will mainly be achieved through visiting intermediary customers and media promotion.
Third, the main line of brand promotion
Because "Sunway Investment" has been involved in the financial investment industry for a short time and its popularity is not high, its word-of-mouth needs to be promoted. Therefore, it is a natural choice to enhance the image of "Sunway Investment" by visiting customers and media influence.
As a financial investment enterprise that wants long-term sustainable development, it must have its own appeal (Teacher Ni has already begun to prepare), so it is not chaotic and clueless to determine a main line of brand promotion so as to be able to carry the materials and clues that need to be quoted in the whole publicity and promotion activities.