Home appliance sales plan model:
First, the company and brand positioning
Minglian company is a technical leader in telecommunications and data communication industry. The products and solutions that Minglian Technology has provided and will provide are the basic products for building the Internet, including wired access and wireless access. At present, a development base has been established in China, and R&D and localization have been realized in China.
brand positioning
A in the field of telecommunication and data communication products, become a leading brand equipment supplier in China.
B. Become a first-class manufacturer and supplier of network products.
C. Drive the sales and development of the whole network products with system integration projects.
Two. sales forecast
1. goal: make marketing achievements in a short time.
Rapid growth: by the end of next year, our products will become well-known brands in the industry, replacing some markets of domestic products of the same level and forming a competitive relationship with foreign products. Cross the generation point and become a fast-growing successful brand.
2. Committed to the development of the distribution market. By the end of 2000, it had grown to 65,438+000 distribution business partners and 200 system integrators, and achieved certain marketing results in the above industries.
Three. Sales quota
1. Channel establishment mode:
A. Take a step-by-step approach, first initialling the agreement, making a sales forecast table, formally signing the agreement and placing the first batch of goods. You can't sign an agency agreement unless you purchase the goods (the preliminary agreement is: registration form fax, product order, formal agency agreement)
B. Find important customers, push the goods to the dealers through negotiation, and then our sales and market support will keep up.
C choose a competitive attitude among the agents, so that we can take the initiative and take a high profile in the negotiation because of a potential local customer. Can't enter the market with a low profile.
D. After initialling the agreement, the name of the initialling agent can appear in our advertisement, provoking the contradiction between the distributor and the original manufacturer, and we take the opportunity to enter the market.
E. In the local regional market, always ensure that a local secondary agent can become a primary agent, so as to threaten and promote the primary agent.
2. Give agent credit rating support (specify credit rating method)
A. Customer classification: regional primary agents (A), regional secondary agents (AA) and system integrators (AAA).
There are 20 B-A companies and 0/00 AA companies/KLOC. Only Company A can get credit support.
C. Grade A credit rating standard:
1) signed a formal authorized marketing agreement and made a complete record in Minglian Company.
2) Monthly orders in the first three months reach the sales amount stipulated in the authorized marketing agreement.
3) In the business dealings within three months, there has been no malicious debt repayment event or commercial dispute.
4) Actively explore the market and independently operate local market activities. Cooperate with the company's marketing activities.
5) There is no content that violates the provisions of the authorized marketing agreement.
Four. sales budget
1, salary, commission.
For the home appliance industry, the cost-effectiveness ratio of operating cost is mainly related to the sales mode of operation, so which mode directly determines the operating cost, which is nothing more than being a terminal or a channel. If it is a simple dock, the operating cost is extremely high. Based on the current comprehensive situation of Yijia Electric Appliance, agency is the best choice. On the basis of emphasizing the agent, we should strengthen the control ability of the terminal, thus effectively avoiding the cost problem. At the same time, it can solve the program control ability of the market, so we adopt the way of 1: 3 in the deployment of shopping guides, that is, one shopping guide is deployed in three networks on average. In this way, through a series of measures such as increasing the proportion of single store sales and channel distribution, controlling the number of promoters and strengthening the management of promoters, the salary proportion of promoters can be reduced to below 2% (3% of the budget), thus saving more resources for brand awareness promotion.
2. booth fee.
According to the development plan of 1 0,000 outlets, it is estimated that there will be about 600 booths in 20__, with an average unit price of 3,500 yuan, that is, 265,438+10,000 yuan. The budget is based on the sales of 8000 yuan in 13 years, accounting for 0.25% (strictly controlled within 2%).
3. Gifts and activities.
The expenses of gifts and activities are expected to be controlled within 2%, and the budget is based on 13 annual sales of 80 million yuan, that is,10.6 million yuan.
4. Advertising fees.
In order to enhance the brand influence, the annual advertising fee of 13 is estimated to be10.6 million yuan, with the sales of 8,000 yuan as the budget, accounting for 2%. According to the cost of 1.6 million yuan, it is impossible to solve the brand's current well-known way. Therefore, considering the way of regional sales and media bundling, we should invest in advertising.
5. Freight. The 20-year average freight rate is estimated to be in 28 yuan/set. Considering the possible increase in freight rate, it is estimated that the average freight rate in the new year will be 35 yuan/set, accounting for 2.69% and 3% of the budgeted cost respectively at the average unit price 1.300 yuan, which is basically under control.
Verb (abbreviation of verb) channel sales strategy
1. There is thrust and tension in the market. To achieve rapid growth, the driving force must be adopted. Pulling requires a long period of cultivation. To this end, we will focus on developing channel distribution. In addition, the personnel responsible for key customers and system integration will focus on the industry market and system integration market, and strive to complete 4-5 model projects within three months to build confidence for internal personnel and ASMI. By the end of the year, complete your own marketing quota.
2. Short channel strategy: divided into four types of customers: A, AA, system integrators and industry customers. They can establish direct contact with us.
3. Vertical contact and efficient communication between business teams can make quick response. Team building is flat.
4. Sell products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is the solution.
When the conditions are ripe, we should set up a logistics center to solve our difficulties in the local market, because the logistics center plays the role of financing platform, financial platform and logistics platform.
Home appliance sales plan model:
The first part: Analysis of marketing environment.
I. Analysis and decision-making of competitive environment
This is an era when retail is king. Whoever grasps the end customer will grasp the greatest power of the whole sales channel. In the home appliance industry chain, the retail terminal is the last link. At present, there are five main forms of this connection:
1, professional chain enterprise: Yuankang
2. Comprehensive household appliance circulation enterprises: Gome and Suning;
3. Large department stores and supermarkets; Wal-Mart, Bandung, Xiangjiang and Shengping
4. Home appliance stores: Midea, Gree and Panasonic brand stores;
5. Exclusive old shops in this area: Dong Ze, Dachang and Melville.
1, the overall competitive environment of home appliance sales industry in Gaoming area.
With the convergence of price and service, store experience, brand appeal/brand image, personalized service items and personalized purchase experience will be the focus of the next competition in the home appliance retail industry. Rivals Dong Ze and Dachang have deep roots in Gaoming and have a large number of loyal buyers. Gome and Suning's low-price competition strategy has achieved certain results in Gaoming, and also occupied a certain market share in Gaoming. Compared with Dongda and Su Guo, Yuankang's advantages in Gaoming are not obvious, but Yuankang's branches have spread all over Gaoming's major towns and villages, and its sales channels are relatively smooth, and its advantages in the whole region are also obvious. It takes a certain price to occupy Gaoming's market. First of all, we should invest huge sums of money to build our own brand image and cultivate a group of loyal customers. Secondly, we should be ingenious, take the marginalized competition route, get considerable profits at low cost, and find the right sales entry point. Carry out large-scale theme activities to impress smart consumers, strengthen interaction and communication with all smart consumers, and enhance the reputation and loyalty of Yuankang household appliances in Gaoming area.
2. Means of competition
1) price war
2) The promotion activities are meticulous, intensive and effective.
3) Optimize the system and personalize it.
4) Personalized store experience
5) Enjoy the added value of purchasing Yuankang household appliances.
Part II: Positioning strategy.
Yuankang home appliance chain store is a chain store where customers in the whole region buy assured home appliances.
Strategy: catering to consumers' cognitive psychology of "biggest and best", instilling in consumers "expert quality service, genuine licensed home appliances and sales network covering the whole region", virtually establishing a new positioning of Yuankang home appliance chain sales mall, so that other competitors can only compete with it.
? Expert quality-emphasizing high-quality service
? Authentic household appliances-emphasizing the quality of household appliances
? Chain stores in the whole region-operation scale and enterprise strength
Target group: focus on high-end consumers who need quality, personalization and customization and have more important service needs; Price-conscious consumers.
Positioning publicity:
1. Through continuous positioning and image publicity throughout the year, we emphasize the three unique advantages of "expert quality, genuine household appliances and chain stores in the whole region" to realize the cumulative effect of cognition-popularity-reputation and achieve good publicity effect. Let consumers know about Yuankang chain, go to Yuankang and trust Yuankang chain.
2. Establish the advertising concept of the largest, best quality and best service brand home appliance chain store in Yuankang through effective advertising and staged promotional activities.
3. For the sensitive issue of price, we should adopt the means of fostering strengths and avoiding weaknesses, gradually guide customers to pay attention to advantageous projects such as service and quality, and try our best to avoid price wars in various promotional activities.
Part III: Annual marketing objectives and arrangements.
1, to carry out publicity work in the whole region, through effective and standardized advertising creative publicity, launched a "yuan"
Kang home appliance chain overall popularity.
2, 20__ marketing objectives:
Fully tap the potential of its own media, and form an all-round and three-dimensional publicity model of products and services by complementing the advantages of social media to improve communication efficiency.
In-depth study of the connotation of business processes (including products, prices, marketing and after-sales), careful analysis of household appliances retail market trends and consumer psychology, strengthening the pre-planning of publicity, and ensuring the pertinence and acceptability of publicity content.
Strengthen the management of publicity content and media, monitor and manage the whole process from the production of publicity content in the early stage to the effect in the later stage.
Focusing on the brand driving factors of "expert quality, authentic home appliances and chain stores in the whole region", combined with the characteristics of home appliance retail market in various regions, we will publicize brand advantages and focus on the characteristics of high customer attention, so that customers can have a further understanding of Yuankang home appliance chain.
Manufacturers/suppliers of household appliances
Establish a normalized joint marketing model, implement a marketing cooperation evaluation system, and rank manufacturers/suppliers by scoring every month. So as to promote the smooth development of joint marketing activities, integrate marketing resources, optimize marketing content and expand communication efficiency.
3, 20__ year marketing plan:
Carry out promotional activities regularly throughout the year to ensure that every month and every store has promotional activities; With the help of normalized promotion activities and large-scale theme promotion activities, we will further build the brand image of Yuankang home appliance chain as "expert quality, authentic home appliances and chain stores in the whole region", enhance the annual retail sales and make good support for the full development of retail work.
4. Theme marketing promotion strategy
The first section:
February: Valentine's Day promotion is launched.
March: At the beginning of the month, the promotion of "Celebrating March 8 Women's Day" was launched for women.
In the middle of the year, Panasonic Life Experience Museum launched its opening promotion activities.
Use "3. 15 Consumer Rights Day" to carry out integrity publicity and image publicity activities;
Section 2:
April: Carry out publicity activities for less developed towns and villages such as Yangmei and the West Bank of Jordan River.
May: May Day Golden Week Promotion;
June: brand week special promotion (mainly air conditioning);
Section 3:
July-August: reward and feedback activities for new and old customers;
September: community promotion;
The fourth quarter:
10: Do a good job in the promotion of Mid-Autumn Festival and National Day activities;
165438+1October: Household Appliances Culture Festival;
65438+February: Christmas New Year's Day live broadcast;
5, joint marketing form:
Activity form 1: Purchase coupons
Vouchers are issued from 1 to 10 every month, and customers can obtain them through SMS, newspaper advertisements and on-site requests. After customers get the purchase vouchers, they can buy or give gifts at special prices in Yuankang home appliance chain stores in that month, and they can also participate in the year-end (or holiday) lottery.
note:
(1) Special offer: The price is set by the store manager, who is responsible for it. The requirement is lower than the daily retail price and higher than the ordinary VIP price, and changes at any time according to the retail price and market changes. Advantages: We can guarantee the completion of profits while giving preferential treatment to our customers. Because this activity is a long-term and daily marketing activity, and it is publicized in as many channels as possible, and there are many ways for customers to get coupons, so in actual sales, a large part of sales will be "special price". If it is only a simple VIP price, it will inevitably affect the profit index while increasing sales and popularity.
② Design of shopping vouchers:
Size: 16, where 1/2 is the image advertisement, and 1/2 is the coupon content and precautions. Advantages: While issuing shopping vouchers, conduct image publicity to enhance popularity.
Activity Form 2: Media Interaction
Combine TV, newspapers and other media columns, design interactive sections, make full use of media advantages through live shooting, SMS interaction and other forms, bind image publicity and marketing activities, take "integrity, quality and culture" as propaganda keywords, actively interact with consumers, and combine existing marketing methods to maximize marketing effects.
Activity Form 3: Yuankang Home Appliance Chain Store Yuankang Home Appliance Festival
This activity adopts cooperation with manufacturers and agents to carry out joint marketing activities on a weekly/monthly basis. Yuankang Home Appliances Chain Store will select all kinds of media for unified publicity, and participating manufacturers and agents will provide various special model rebates (some unsalable machines or clearance machines can be organized), promotional gifts, promoters, materials, store prizes and other support in this activity.
Activities can be divided into: sales, gifts, Saturday and Sunday lottery activities.
Activity Form 4: Caring for Old Customers
For the old customers who have bought machines in our store, we will launch a series of preferential promotions or feedback services (such as free cleaning) to maintain old customers, establish word-of-mouth effect, enhance word-of-mouth, and then increase sales.
Activity Form 5: New Product Launch Conference
When their new products are about to go on the market, various home appliance manufacturers or suppliers will hold a new product launch conference in our company's suitable stores. Our company will cooperate with the promotion of new products and new models, and organize marketing activities such as new product booking and sales. With the help of the opportunity of new products coming on the market, we will create sales hotspots and attract consumers' attention, thus enhancing the visibility of the store.
6. New projects:
VIP membership card: in the form of opening a low-threshold VIP membership card, we will make a large number of long-term fixed customer groups, thus enhancing the role of sales promotion.
Yuan Kang Yanbao: The "0" risk project helps to improve the company's profits. You can also give gifts to individual customers to promote the transaction rate.
7. Sales tasks and sales priorities of each store:
The first section:
February:
Sales focus: dehumidifiers, dryers, washing machines.
Sales profit task: 200,000 for head office, 60,000 for Mingcheng branch and 7000 for Genglou branch.
Sales task: Panasonic Life Museum 680,000.
March:
Sales focus: dehumidifiers, dryers, washing machines.
Sales profit task: head office 220,000 Mingcheng branch 60,000 Genglou branch 7000.
Sales task: Panasonic Life Museum 680,000.
Section 2:
April:
Sales focus: refrigerators, air conditioners and fans.
Sales profit task: 9000, 80,000 Genglou Branch, 300,000 Mingcheng Branch of the Head Office
Sales task: Panasonic Life Museum 780,000.
May:
Sales focus: refrigerators, air conditioners and fans.
Sales profit task: head office 400,000 Mingcheng Branch 65438+100,000 Genglou Branch 65438+100,000.
Sales task: Panasonic Life Museum 880,000.
June: Sales focus: refrigerators, air conditioners and fans.
Sales profit task: 420,000 mingcheng branch of the head office 1 1 wangenglou branch 1 10,000.
Sales task: Panasonic Life Museum 900,000.
Section 3:
July: Sales focus: refrigerators, air conditioners and fans.
Sales profit task: 420,000 mingcheng branch of the head office 1 1 wangenglou branch 1 10,000.
Sales task: Panasonic Life Museum 900,000.
August: Sales focus: refrigerators, air conditioners and fans.
Sales profit task: head office 380,000 Mingcheng branch 70,000 Genglou branch 8000.
Sales task: Panasonic Life Museum 680,000.
September: Sales focus: refrigerators, air conditioners and fans.
Sales profit task: head office 350,000 Mingcheng branch 80,000 Genglou branch 8000.
Sales task: Panasonic Life Museum 700,000.
The fourth quarter:
10: sales focus: refrigerator, air conditioner, TV, washing machine, kitchen and bathroom.
Sales profit task: head office 350,000 Mingcheng Branch 65438+100,000 Genglou Branch 65438+100,000.
Sales task: Panasonic Life Museum is 654.38+0 million.
165438+ 10 month: sales focus: refrigerators, televisions, washing machines, kitchens and bathrooms.
Sales profit task: head office 300,000 Mingcheng branch 70,000 Genglou branch 7000.
Sales task: Panasonic Life Museum 800,000.
65438+February: Sales focus: refrigerator, TV, washing machine, kitchen and bathroom.
Sales profit task: head office 300,000 Mingcheng branch 70,000 Genglou branch 7000.
Sales task: Panasonic Life Museum 720,000.
The focus of work in 20__ years is to grasp sales and improve profits. This year's sales plan will be implemented in all stores, and the store manager will implement all shopping guides to enhance the sense of urgency and responsibility of all employees. Assess the sales situation of each store every month according to the planned tasks, and announce the sales situation at the meeting to stimulate employees' sense of competition and encourage employees to improve their sales performance; For stores whose sales tasks are not up to standard, find out the reasons with the shopping guide and take corresponding measures to improve sales performance. In view of the phenomenon of fake goods and empty shops, the principle of one-time payment is adopted for each branch, and the variety and quantity of goods are greatly enriched. The store manager focuses on commodity sales, reports the goods with insufficient supply to the head office in a targeted manner, enriches the supply of goods, and cooperates with the shopping guide to prepare for sales. With the diversification and diversification of commodities, consumers at all levels have been retained.
Home appliance sales plan Fan Wensan:
I. Introduction of the Project and Company
Enterprise Name: Chengxin Household Appliances Store in Yanling County.
Project address: _ _ Township, Yanling County
Nature of enterprise: sales industry
Business scope: TV, refrigerator, air conditioner, washing machine and various small household appliances.
Enterprise and development prospect:
1, Advantage Analysis: Although our store is the signboard of Yanling County, it has a large population, and all kinds of household appliances are now essential products for families.
2. Market Prospects People's living standards have improved, and the proportion of high-end products has continued to increase. Under the demand of consumption upgrading, it has become the absolute mainstream in China market.
Second, the product introduction:
As far as commodities are concerned, the consumption demand of household appliances will be constantly changing, which will bring new opportunities for the development of this industry.
Service situation:
1, providing high-quality after-sales service is an important basis for testing the integrity of merchants.
2. Introduce the product information to customers in detail, and provide the precautions and maintenance methods for customers to use the products.
3. Pay regular visits to collect information on product usage and customer satisfaction.
Third, the market analysis:
1. Nowadays, whether at the municipal level or at the county level, household appliances are increasingly inseparable from people's lives. Although there are many home appliance industries, it is precisely to provide market competitiveness for home appliances.
2. Target customers: The target customers of home appliances are the needs of every family.
3. Market share: We provide quality services to our customers, which are recognized by consumers and become stronger and stronger.
4.SWTO analysis
superiority
1) I have been engaged in electrical products for many years, and I have more sales experience and a large number of loyal customers, which leads to a shopping habit of consumers.
2) High-quality pre-sales and after-sales service will bring consumers a sense of security. W (disadvantage)
1) There is some competitive pressure in terms of price.
2) Lack of funds makes it impossible to carry out large-scale activities.
O (opportunity)
1) The update rate of household appliances is high. Only with loyal customers can there be room for development.
2) 4-6 years of stable status, making it a brand store.
threaten
1, insufficient funds.
2. There is a certain competitive pressure.
3. The operation is difficult. Once the solution is not good, the confidence of members will be frustrated. Competitive countermeasures:
1) Look for difficult sources of goods, and achieve good quality and low price.
2) Give full play to one's professional expertise and improve service quality and after-sales.
Fourth, the marketing plan
1) product management mode:
People-oriented, honesty-oriented, quality as life, innovation breakthrough, brand development and pursuit of happiness.
2) Product price:
Pricing is based on the size of different products and the use of products.
3) Product location:
Yanling village has a vast land and a large population, and the consumption demand of products is constantly changing, and consumers are constantly upgrading.
4) product promotion:
Give priority to product quality and efficacy optimization. The efficiency of products is regarded as the first factor that affects the marketing effect, so when purchasing products, choose the products of well-known manufacturers with reliable quality to ensure the quality and reputation of products.
V. Business operation mode:
1. Activity mode: You must cooperate with the field experiment, show the efficacy of the product in front of consumers, sell it directly on the spot, and arrange on-site service personnel.
2. Service mode: be polite to the guests. When consulting guests, be sure to explain the situation of Lu in detail and answer the questions truthfully.
3. Operation process: guests enter the store → the clerk warmly receives them → know about the customer's products → provide them with suitable products and introduce the product information in detail → after being recognized by the customer → lead the customer to pay the bill → explain the product maintenance method → send the products to the user's home with the customer, install them, and teach the user to use them safely → share the customer's after-sales service business card and leave with a smile.
Intransitive verb enterprise management system 1) employee management system 2) product management system 3) financial management system 4) warehouse management system
Seven, entrepreneurial team
1. Entrepreneur's information: _ _ _ _, female, 27 years old, with junior high school education, and her husband _ _, a native of Yanling County, first engaged in household appliance maintenance for 5 years, and then engaged in retail small household appliances and maintenance for 2 years. She has rich pre-sales and after-sales operation management, marketing management and marketing planning, which is very conducive to entrepreneurial development in her hometown.
2. Entrepreneurship team
Eight. Feasibility analysis of investment benefit 1) Start-up fund table (unit: RMB)
2) Marketing Forecast Table
3) List of Sales and Costs
Nine. Financing plan and return
1) financing scheme
2) Financing method:
(1) own funds
(2) The discount loan from the labor and employment department is 80,000 yuan.
X. Enterprise risks and risk prevention:
1) has certain competitors, resulting in smaller profits.
2) The products are not well sold and managed.
Precautionary measures: do your job well, treat customers sincerely, and customer satisfaction is our requirement.
XI。 Performance of enterprise development
Through this detailed plan, this enterprise book, I firmly believe that everything is possible. Opportunities are reserved for people with lofty ideals who are good at discovering and exploring opportunities. We are in the right place at the right time, and now we just need to have the desire to start a business and young people to grasp it well and have a good opportunity. Even if the future is full of hope, we still have the capital to move forward, because we have precious capital-youth. Even if we fail in the end, we will still face life with a smile, then pat the dirt left on us and get up and start over, because youth never gives up!
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