Market positioning and product design positioning; Marketing planning; Project sales planning.
First, market positioning and product design positioning
According to the previous market analysis, determine the overall market positioning of the project, determine the target customer group positioning, analyze the target customer group, put forward the basic requirements of product planning and design under the overall thinking of market positioning and marketing planning, assist in determining the product design scheme, product planning and design concept that meets the market demand and return on investment, and finally complete the product positioning.
The specific contents include: the overall market positioning of the project; Target crowd positioning; Suggestions on the overall planning of project development; Suggestions on group planning; Suggestions on traffic road planning; Huxing design suggestions; Suggestions on the overall style; Facade design suggestions and landscape planning suggestions; Community supporting facilities; Club recommendation; Building supporting suggestions; Suggest decoration standards; Suggestions on decorative materials; Suggestions on property management.
Second, marketing planning
According to the market competition environment and the analysis of the advantages and disadvantages of the project itself, according to the target market demand, make an effective marketing plan to prepare for the listing and sales of products.
The content includes marketing theme strategy; Marketing strategy; Sales strategy; Marketing tool design (VI design and promotional materials, sales tool design); Advertising design and creation; Media delivery; Public relations activities planning, etc.
The specific content is:
(1) Marketing theme positioning: marketing theme, marketing concept;
(2) Refine the core selling points of the project.
(3) Suggestions on the project name.
(4) Sales strategy: opening opportunity selection, pricing method, payment method, sales organization, sales plan and sales control.
(5) Advertising strategy: advertising promotion stage plan, advertising promotion objectives, appeal focus of appeal groups, and various advertising ideas (newspapers, outdoor, radio broadcasts, etc.). ).
(6) Media delivery strategy: media selection, media combination, delivery budget, media plan and media scheduling. (7) Public relations strategy: media public relations, writing soft articles, planning public relations activities, and assisting in the implementation of activities.
Third, the project sales planning (project sales stage)
Make sales plan, assist in promotion, manage the sales site well, and realize the scheduled sales time plan and income plan.
The specific contents include:
1. Opening time, payment plan, payment method, pricing method and payment method.
2, sales organization, sales plan, sales control, sales process, unified rhetoric.
3. Sales training, sales system, sales site packaging strategy and model room strategy.
4. Spread the marketing network and turn visitors into owners.
5. Sales website management, customer data management, customer service tracking and promotion plan.
6. Promotion strategy, monthly fund allocation, monthly sales analysis and competitor tracking.
7. Market opportunity point analysis, deep selling point mining, price strategy adjustment and sales strategy adjustment.