1. location
2. Current market situation
3. Market prospect
4. Market potential
5. Market growth forecast
6. Market competition and countermeasures
7. Target market
Chapter II Competition Analysis (SWOT)
1. Advantages
2. Deficiencies
Step 3: Opportunity
threaten
Chapter III Marketing Strategy
1. Development goals
2. Development strategy
3. Implementation steps
Chapter IV Consumer Analysis
1. Overall consumption of consumers
2. Analysis of existing consumers
3. Potential consumers
4. Summary of consumer analysis
5. Consumer target group
Chapter V Publicity Team
1. Staff arrangement
2. Wage standard
3. Team advantage
4. Responsibilities of the Propaganda Department
Chapter six. advertising strategy
1. Advertising strategy
2. Advertising objectives
3. Advertising theme
4. Advertising attraction
5. Advertising time
6. Advertising performance
Chapter VII Propaganda Direction and Strategy
1. Publicity and positioning
2. Publicity strategy
Chapter VIII Budget
Chapter IX Expected Effect
★ Preface ★
The famous Tianyuan-Caiman Street opened on June 5438+February 3, 20081,with more than one store 100. It is a professional market which focuses on fashion clothes, and its clothes show individuality and self-prominence, injecting new fashion elements and flavors into Baoding. Through the market analysis, consumption environment analysis and advertising survey of the famous Tianyuan-Caiman Street, and through these three groups, as long as you think, we can do it until you are satisfied. The planning team always pursues development, progress and a bright future based on the principles of seeking truth from facts, innovation, pioneering and enterprising, and sincere cooperation with customers. ________________________________________
Chapter I Market Analysis
№ 1. Location:
Our shop is located in the busiest downtown area in the middle section of Yuhua Road. In the past, there were many passengers and high concentration of consumers, but there were many competitors nearby, such as Yuhua Commodity Mall, Yuhua Jinjie Trade City, Northland Mall, Bai Bao, Stone Mall, Hualian, etc. How to stand out from many competitors and become the new favorite of Baoding fashionistas needs effective publicity from the company.
№2. Market position:
Our main business is casual wear, shoes and bags for men and women. The consumers are young men and women aged 65,438+08-35. Under the current economic situation, the company's overall sales situation is very good and there is huge room for development. In view of the large number of colleges and universities in Baoding, the student market will further expand, and the purchasing power of students will also drive the development of the whole company.
№3. Market prospect:
Although the clothing market has been fiercely competitive in recent ten years, the market is far from saturated. With the gradual improvement of people's living standards, the clothing market will not shrink, but there will be more room for development, and the future market trend is promising. Therefore, strengthening publicity can enable companies to expand market share and win marketing. We want to build a high, middle and low-grade clothing mall. The purpose of the requirement is: as long as there is a demand for clothing products, come to our shopping mall and you will be satisfied.
№4. Market potential:
There are a large number of college students in Baoding, and a group of new consumers will flood in every year after the start of school, which has great market potential.
№5. Market growth forecast:
On the premise of stable economic development, during the period of 20 10-20 1 1, it is conservatively predicted that the development of clothing shopping malls will become an upward development in a 30-degree competition year.
№6. Market competition and countermeasures:
The competition in downtown area is fierce, and there are many large clothing shopping malls nearby, such as Yuhua, Northland, Sitong, sogou and Hualian.
Competitive countermeasures: (1) Intensify advertising, and use newspapers, leaflets, magazines, radio stations, TV stations, internet and other advertising media to enhance the company's popularity, thus expanding market share.
(2) Invest in public welfare undertakings to improve the company's credibility.
(3) Hold regular fashion exhibitions, as well as various promotional and lottery activities, and give small gifts to consumers.
(4) Hold a large-scale cultural activity with the participation of the whole people, focusing on strengthening the publicity of this activity in colleges and universities. (including event planning)
№7. Target market: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _.
Chapter II Competition Analysis (SWOT Analysis)
№ 1. Advantages:
This shopping mall is located in the downtown area, with a fixed consumer group, large passenger flow and high consumption level. The interior decoration of the mall meets the aesthetic standards of young people, with first-class service team, high service efficiency and good attitude. The products sold are personalized and cost-effective, attracting new customers and catching old customers. The core competitiveness of the company lies in being different. Our clothes are avant-garde and trendy, in line with the current fashion concepts and trends, and are not quite the same as other shopping malls. So it is favored by a large number of young consumers, especially students.
2. Disadvantages:
Our store opened on February 3, 20081,and it has been in Baoding market for less than one year. Its popularity is weaker than other shopping malls that have been in business for many years.
№3. Opportunities:
The development of the clothing market has been on the rise. Under the current political and economic conditions in China, there will be more new demands in the clothing market. As far as Baoding market is concerned, new products, new markets and new demands are constantly impacting all kinds of clothing shopping malls, which is both an opportunity and a challenge. As long as we seize this opportunity, we can successfully expand our market share.
№4. Threat:
New competitors are constantly emerging, customer preferences are easy to change, economic crisis and so on.
5. Countermeasures:
Give full play to advantages, overcome disadvantages and use opportunities to resolve threats; Consider the past, base on the present and focus on the future. ________________________________________
Chapter III Marketing Strategy
1. development goals:
Improve the company's popularity in the shortest time, and strive to increase sales by 20% in the next sales quarter. 、
2. Development strategy:
◆ Advertising strategy: Strengthen advertising and put a lot of advertisements into the society.
◆ Brand strategy: Jointly hold the "Tianyuan Shi Sheng" Campus Star Trial Competition with the universities stationed in Bulgaria to improve their popularity.
◆ Promotion strategy: Give discount cards and complimentary cards when shopping is over 100 yuan, hold large-scale clothing exhibitions on holidays, reduce prices without affecting profits, and make small profits but quick turnover. Commodity pricing
◆ Price strategy: This is actually a passive defense, which will only be used when attacked by powerful competitors. Therefore, we should pay close attention to the price strategy of competitors and deal with it in time. The lowest price reduction is the cost of goods.
◆ Channel strategy: franchising and monopoly chain.
3. Implementation steps:
(1) Define the advertising objectives, product positioning, advertising demands, advertising themes, advertising media, etc.
(2) Strengthen market research and adjust the competitive strategy of enterprises in time. Clothing industry is a typical small-batch and multi-variety industry. Therefore, in the process of competition, enterprises continue to conduct market research to accurately understand the sales situation of products, grasp the specific changes of consumer demand, and find the market gap in time, so that enterprises can adjust their competition strategies in time according to the materials mastered from market research to meet the requirements of the market.
(3) Advertise to the society, and at the same time start to operate the "Tianyuan Shi Sheng" audition.
(4) Conduct market research, timely adjust business planning and advertising operations, and strive to achieve the best results. ________________________________________
Chapter IV Consumer Analysis
1. Overall consumption trend of consumers: The overall consumption trend is on the rise, especially for young female consumers in 18-35.
Existing consumption fashion: personalized, differentiated, younger and diversified clothes are increasingly sought after by young people, and goods with Korean and Japanese styles and European and American styles occupy the forefront of fashion, from shoes to headdresses, showing new fashion elements.
2. Analysis of existing consumers.
(1) Composition of existing consumer groups:
Existing consumer positioning: 18-35 young men and women, mainly students, to meet the needs of white-collar workers.
Occupations of existing consumers: students are dominant, and other occupations are uncertain.
Distribution of existing consumers: Baoding and surrounding counties and cities
(3) The attitude of existing consumers:
Love for products: high.
Preference for this brand: it is improving, but there are many factors that change.
Cognition of this brand: limited cognition.
The degree of title purchase of this brand: not high.
Satisfaction after use: high
3. Potential consumers.
(1) Characteristics of potential consumers:
Age: 40-60 years old
Occupation: indefinite
Income: there must be a fixed income, which cannot be lower than the minimum living standard.
(2) The current purchase behavior of potential consumers:
What products do you buy in shopping malls now? Small commodity markets near railway stations, clothing markets and cheap supermarkets.
What's your attitude towards these products? I think the price is low, but the quality is not guaranteed.
(3) Possibility of potential consumers being attracted by the mall:
The attitude of potential consumers to this shopping mall: they feel expensive and are unwilling to buy it in the door.
The satisfaction degree of potential consumers' demand: not high
4. Summary of consumer analysis:
Advantages: the product price is not high, the return is convenient, the service is thoughtful, the appearance of the shopping mall attracts customers, and the fashionable and cool goods are dazzling, which can meet the needs of most consumers.
Disadvantages: There are many similar markets and fierce competition, and the popularity of shopping malls needs to be improved.
Opportunity: Students from all over the country gather in Baoding, and the consumer market is bound to increase. How to seize this opportunity to improve corporate visibility and consumer recognition is very important.
5. Consumer target group: young men and women in 18-35.
Characteristics of target consumer groups: pursuing fashion trends, paying attention to clothing taste, and ensuring a certain life.
* * * The same needs of the target consumer groups: fashionable, personalized and young clothes _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Chapter V Publicity Team
1. Personnel arrangement: general manager 1 person, deputy general manager 1 person, 10 years or more experience, 2 advertising marketing directors, 5 years or more experience, publicity and marketing personnel with bachelor degree or above, 1 year or more experience.
2. Salary standard: based on daily sales report, work schedule of business personnel and performance appraisal table.
3. Team advantages:
1) Clothing industry, the core industry of enterprises, has a huge network of large-scale clothing stores all over Baoding, which customers can enjoy.
2) Strong financial support
3) Rich experience in industry management.
4) Flexible management mechanism
4. Responsibilities of the Propaganda Department:
◆ Formulate relevant systems of public relations publicity management, and give work guidance to all departments.
Make the company's annual advertising plan, select agents, and determine the advertising content and form.
◆ Organize various marketing activities such as press conferences, promotion meetings and clothing fairs.
◆ Edit the external publicity publications of the publishing company, edit the internal publicity publications together with the human resources department, and manage the promoters of various departments.
Cooperate with company leaders to carry out public relations activities with government departments, media and customers.
Undertake other public relations publicity activities assigned by the leaders.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Chapter VI Advertising Strategy
1. advertising strategy: focus on warm brands, with mild advertising colors and extensive use of soft light, giving the audience a warm and comfortable inner feeling, with emotional content, outstanding personality and impressive.
2. Advertising goal: further expand the existing market, improve the popularity of shopping malls, and then increase sales.
3. Advertising theme: warmth, individuality, appealing to feelings and touching people.
4. Advertising appeal: Use emotional appeal to mobilize people's emotions with humanistic appeal, so that consumers have a good impression and attitude towards shopping malls, and then promote purchases. We should not only provide shopping mall information for consumers, but also change people's consumption psychology and habits, and ultimately affect people's consumption behavior.
5. Advertising time: three months for print advertising and one year for outdoor advertising.
6. Advertising performance:
(1) advertising theme:
Tianyuan famous product Qian Duoduo-I dazzle myself and guide the new fashion.
(2) advertising composition: highlight the key points and attract attention.
Comprehensive balance and unified layout
Clear purpose, unity of form and spirit
(3) Advertising performance of various media:
◆ Newspaper: full page (48*35) and half page (24 * 35);
◆ Billboard and light box:1× 0.5m.
◆ TV: Baoding one or two, Hebei one or two, Hebei film and television, Hebei farmer channel.
◆ Magazine: Lianchi Weekly
◆ Network: Put print advertisements on major search websites and open online stores.
(4) Advertising release plan:
1, newspaper: 1 1 publish full-page advertisements three times a week, *** 12 times. Full-page advertisements were published on weekends, *** 12+2*4=20 times. Starting from the following month, a half-page advertisement will be published once a week, and by February, *** 12 times. In Baoding Daily, Baoding Evening News and Zhao Yan Metropolis Daily.
2. Television: 165438+ 10 is broadcast twice a day during prime time, and once a day from February to February. Baoding one or two sets, Hebei one or two sets, Hebei film and television, Hebei farmers channel.
3. Outdoor: 1 year
4. Network: published indefinitely.
(5) Characteristics of each medium:
The cost of TV advertising is slightly higher, but the traditional one has credibility.
Newspapers are cheap, so you can choose them appropriately.
◆ Network class, new line, wide range, easy to find the target population, you can try,
◆ The scope of outdoor advertising is limited, but now _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _.
Chapter VII Propaganda Direction and Strategy
1. Location:
The market positioning of "fashion and leisure" clothing is aimed at young people aged 18 ~ 35. 18 ~ 35 years old young people are the most personalized consumer groups. Although the consumption power of consumers in this age group is not the strongest, the consumption frequency is the highest. They usually pay more attention to style, quality and brand sense, and are the main force of clothing consumption of mid-range or high-middle-range brands. Therefore, introducing fashion design concept into casual wear and adding fashion elements into traditional casual wear will be more innovative and changeable in style and color, which is more in line with the personalized consumption habits of modern young people.
Take the route of youth, individuality and fashion, and conduct comprehensive publicity for young people and college students.
2. Publicity strategy:
1 "Tianyuan Shi Sheng" campus star selection contest and selection of Tianyuan famous product Caiman Street image spokesperson (with planning)
Brand promotion: Make Tianyuan famous products into brands for publicity.
(1) By promoting casual and fashionable clothes as their own characteristic clothes, casual clothes with their own characteristics will be displayed to consumers, thus pushing them to the market.
(2) Strengthen market research and adjust the competitive strategy of enterprises in time.
(3) Choose a young and energetic brand spokesperson who is in line with the sales positioning of Tianyuan famous products, and let young people know Tianyuan famous products quickly.
3 in-depth school publicity.
(1) Post long-term publicity boards in conspicuous places of the school (water rooms, dormitory buildings, canteens, etc.). ) Let students see Tianyuan all the time.
(2) Play Tianyuan's propaganda film before the teacher goes to class or in a prominent position in the school, so that more people can understand it from multiple angles.
(3) Recruiting campus agents, conducting publicity, or buying and selling commodities.
4 open an online shop
(1) Follow the trend and publicize it in the form of online shop to let more people know about Tianyuan famous products.
(2) According to Tianyuan's internal structure and the mode of "unified management and independent operation", an online sales platform-online shop can be established. Clothes and accessories that merchants want to buy can be sold online, and at the same time, they can increase their understanding of Tianyuan.
In view of the habit of young people who love online shopping today, attracting young people's attention can conform to young people's habits; At the same time, it can also provide convenience for those who don't like shopping and selling things. ________________________________________
Chapter VIII Budget
1. Advertising budget
1. Creative expenses for advertising planning: 10000 yuan.
2. Production cost: 5,000 yuan
3. Media expenses: 50,000 yuan.
4. Other expenses: 10000 yuan.
2. "Tianyuan Shi Sheng" campus star trial: 8000 yuan.
3. Salary, public relations fee and transportation fee: 10000 yuan.
4. Maneuvering cost: 10000 yuan.
5. Total cost: 103000 yuan.
Chapter IX Expected Effect
1. Return analysis
According to the expected target of 1 year:
Annual sales: 30 million yuan
Product cost: 30 million yuan × 50% =150,000 yuan.
Marketing expenses: 30 million yuan × 20% = 6 million yuan.
Tax: 30 million yuan ×10% = 3 million yuan.
Li Run: 30 million × 20% = 6 million yuan.
Chapter 10 Summary
With the increasingly fierce market competition, if Tianyuan Caiman Street wants to gain a foothold and achieve long-term development, it must re-examine and position the propaganda work of shopping malls. The propaganda work cannot be weakened, but needs to be further consolidated, strengthened and enlarged. Through better publicity, we will establish a good external image and social reputation for shopping malls and create a United, stable and upward internal development environment, thus promoting the comprehensive, healthy and coordinated development of shopping malls.
We should constantly enrich the connotation and function of publicity. Make full use of advertising media such as radio, television, newspapers, magazines, slogans and street signs, and promote the spirit of shopping malls through popular shopping mall culture in active communication. At the same time, we should make full use of the advantages of the network, enhance the communication function and interaction, further enhance the social influence of enterprises and promote the development of enterprises.