In the rivers and lakes of marketing planning, there are countless successful marketing planning cases. After years of accumulation, these classic cases shining with the wisdom of marketers have given many inspirations and guidance to future generations. Then the following is the relevant content of the marketing plan of the design company that I have compiled. Please refer to. Design the first part of the company's marketing plan
Market strategy
Positioning and brand promotion
1. Market Positioning Strategy of Home Decoration Company
Find out the strengths and weaknesses of your company among peers, know yourself and your enemy, and then foster strengths and avoid weaknesses, in order to win every battle!
Establish differentiated market positioning, highlight the core advantages and brand value of your own decoration company, so as to be worthy of customers' attention and recognition, and let consumers have a sense of quality assurance in decoration, so as to reach cooperation. Because there are too many home improvement companies now, the good and the bad are mixed. If you don't find your own advantages and can't form a unique market position, then you are a dispensable mediocre enterprise. Such enterprises will not be recognized by consumers, and naturally it is difficult to gain a foothold in the market for a long time.
As a result, I want to do everything by myself. If you think you are broad-minded, you have a good chance of going to work. As a result, if you can't do anything well, you will become headless flies, bumping around, taking chances, and even falling into a vicious circle of price wars. Finally I committed suicide. Therefore, in order to grow and develop, enterprises must find their own advantages and form their own unique core competitiveness. Give yourself an accurate market positioning and make unremitting efforts for it!
2. Target audience strategy
Keep these two documents for your own reference.
Design the marketing plan of the company Part II
I. Overview of the plan
1. The annual sales target is 3 million yuan;
2. 10 fixed chain enterprise partners;
3. The company has a certain reputation in the decoration market of terminal stores (stores along the street);
Second, the marketing situation
Decoration industry is a hot industry at present. His characteristics are low input cost, low technology content and large profit space, which makes the industry develop rapidly and vigorously. Large and small decoration companies have mushroomed. Because the decoration industry market is empty and the industry regulations are relatively backward, some enterprises lack self-discipline and integrity in pursuit of huge profits, and there are phenomena of cutting corners, confusing the fake with the real and deceiving consumers. Time has become one of the industries with the highest complaint rate and exposure. In recent years, the attention of society, government and news organizations has made the decoration industry standardized, and the diversified and integrated operation of the construction industry has led to the decline of many professional decoration companies, and many small and medium-sized decoration companies are struggling.
According to the market distribution, the target customers are currently divided into several categories: j 1, traditional family suites, j2, high-end apartments/villas, g 1, large building squares/buildings/shopping malls/hotels/governments.
Maintenance and decoration of institutions/banks/hospitals, g2, KTV, hotels and other small and medium-sized self-employed enterprises, g3, office and office space, g4, terminal stores/exhibition halls.
Comprehensive analysis shows that the j 1 and j2 markets are fiercely competitive, and most home improvement enterprises and individual teams (guerrillas/studios) take this as the main market, which is also the most mature market. The market profit of G 1 is relatively high, but it needs a large influx of capital, the requirements of qualifications and the integrated operation of real estate developers, and the living space is relatively small. The G2 and g3 markets are now operated by professional construction teams, and there should be high-quality model projects, so the threshold for entering the market competition is relatively high. G4 market is a secondary market derived from g2 and g3 markets. G4 market demands higher construction cost, efficiency and special technology, which is in an embarrassing situation that traditional home improvement enterprises can't do and large specialized enterprises look down upon. Compared with other markets, the competition is relatively small. At present, the design scheme of the superior company is generally handed over to the owner, and the construction team is formed by itself or contracted to various teams in the form of individuals. G4 market requires higher construction cost, efficiency and special technology, and the competition is smaller than other markets, so it is in an embarrassing situation that traditional home improvement enterprises can't do it and large specialized enterprises look down on it. I think g4 market will soon become another major market with brutal competition after other markets have reached saturation.
From the marketing channels of enterprises, most companies adopt the following modes: a. Advertising: body advertising/media advertising/public service advertising; B, community strategy: community construction/community tourism promotion/real estate agency, sales office, property office to obtain new owner information for telephone marketing. C other modes: e-mail/network promotion/network resource promotion, etc.
Third, the marketing objectives
1. The business should aim at long-term development and strive to take root in Guiyang market. Originally focused on establishing a sound sales network and model projects, with a sales target of 3 million yuan;
2. Be first-class in g4 market; Become a fast-growing successful brand;
3. Promote the development of the whole market with g4 market.
4. Short-term goal of marketing: to make the marketing performance grow rapidly in a very short time, and to make this enterprise a well-known brand in this industry by the end of the year.
5. Committed to the development of g4 market and become a fixed chain partner of 10;
6. Whether mentally or physically, we should devote ourselves to our work, so that our work can develop with high efficiency, high income and high salary;
Four. Market strategy
If the company's performance is to grow rapidly and gain a competitive advantage, the best choice must include the company, model projects, the scope and functions of the marketing department, budget and basic design skills.
(5) Establish the prospective customer management system and files.
Verb (abbreviation of verb) sales plan
1. Actively establish a brand and adopt a brand development strategy;
2. Integrate various local resources and establish a perfect sales network;
3. Cultivate a group of good customers and establish a good social network;
4. Establish a learning marketing team;
5. Choose the market operation mode suitable for the company;
6. Grasp the characteristics of the company and find the selling point.
7. Establish a systematic and scientific customer file system (classification of old customers and prospective customers), strengthen after-sales service, and actively strive for offline.
8. Establish a systematic advertising system and unify speech skills (Mandarin), dress and etiquette.
Design the company's marketing plan Chapter 3
First, the background analysis of supermarket freezer
With the development of market economy, people's work and life are getting busier and busier. Refrigerators, known as the symbol of the world's modernization revolution, have quickly entered ordinary people's homes and supermarkets with the characteristics of environmental protection, health, time saving, labor saving, convenience, hygiene and safety. People are more and more aware of the efficiency and convenience brought by freezers. At present, the popularity of freezers in supermarkets is very high, and freezers have entered a period of rapid growth. The production and sales of freezers keep a high growth level every year. In this situation, freezer enterprises should seize the time to expand production scale and actively compete for domestic and foreign markets, so as to be in a more favorable market position in the future market competition.
However, due to the high degree of homogeneity and narrow differentiation of products, in order to change this trend, we must start with the hot spots that many users pay attention to, such as performance development, energy conservation and environmental protection.
In order to further aim at the energy consumption of ordinary empty glass in supermarket freezer and our company's empty glass, we conducted this market research.
Two. Purpose of investigation
In this market survey, the energy consumption of refrigerators in specific supermarkets was investigated, visited and observed to achieve the following objectives:
1. Find out what kinds of freezers, brands, models and sizes are available in major supermarkets.
2. Understand the daily energy consumption of a single freezer.
3. Understand the daily total energy consumption of the supermarket low-temperature freezer,
4. Understand the percentage of low-temperature freezer in the total energy consumption of the supermarket.
Three. Survey content
The energy consumption of ordinary empty glasses and my ordinary glasses in supermarket freezers was analyzed and investigated in major supermarkets and convenience stores in Beijing.
Four. investigation method
Questionnaire survey is the main method: the supermarket in specific supermarkets and convenience stores is investigated by questionnaire.
Reason: 1. The survey time and investigators are limited, and interviews can only be conducted in specific places, so the data may not be representative enough.
2. Questionnaire survey is relatively simple, which is convenient for us to survey consumers.
3. The results of the questionnaire survey are easy to be counted, and the data are true and reliable.
Research Progress of Verbs (Verb Abbreviations)
The first stage: pre-sales investigation.
The second stage: make the plan, approve the plan and determine the modification plan.
The third stage: questionnaire design, questionnaire modification and confirmation.
The fourth stage: implementation plan.
The fifth stage: research and analysis.
The survey will begin the day after the plan questionnaire is confirmed.