New product promotion planning scheme, when the company plans to launch a new product, we usually try our best to promote the product and increase the market share of the product, so we should put forward a feasible promotion scheme. Let's take a look at the new product promotion planning scheme.
New product promotion plan 1 1 new zongzi target market analysis
(1) broken down by consumer age
We divide the consumers of zongzi into seven sectors: 6- 1 1 year, 12- 19 years old, 20-34 years old, 35-49 years old, 50-64 years old and over 64 years old. Through investigation, the actual buyers of zongzi are concentrated in two age groups: 20-49 years old. Obviously, consumers are mainly young people.
(2) Behavioral and psychological collapse from consumers.
Packaging is a very important factor in buying new zongzi. From the perspective of packaging style, the new zongzi market is mainly divided into three categories: high-grade, middle-grade and low-grade. From the perspective of packaging purposes, the new product market of Zongzi is mainly divided into three categories: gift packaging, paperback packaging and bulk packaging. In terms of profit, gift packaging is the highest.
2. Target market selection
According to the characteristics of the new Zongzi brand, the target market of the new Zongzi is determined to be the middle and high-end consumer market, especially the gift market, with emphasis on the young people market, while the low-priced market is mainly realized through counters and self-operated stores with dealers.
3. The present situation of competition
There are not many competitors, such as Thumb, Gulangyu, Golden Apple, 85 degrees C, Claritin and so on. To tell the truth, only the latter two can be compared with Joy, because the previous cake shops are almost gone. The target group of 85 degrees C is mainly the younger generation and fashion group. Christine is a luxury group, which is not acceptable to the public like Happy Birthday. Therefore, although 85 degrees C represents the trend, it is undeniable that the public's preference is great.
First, SWOT analysis _ New Zongzi
1, its own advantages: cheap and moderate price, long history, suitable for all kinds of people, so it has a high reputation, good geographical location and perfect service facilities, and has won unanimous praise from customers.
2, their own disadvantages: the target group of luxury people who are still far from the city center is still lacking, unable to keep up with the trend of the times, and not very popular with fashion people.
3. Market opportunities: It has a high status and influence in residential areas and has established a good image. With sufficient assets, we can take more effective promotion measures. With the old qualification of cake shop, you can use your reputation and credibility to expand your influence and carry out large-scale promotional activities. During the holiday season, the demand will increase gradually.
4. External threats: major western enterprises will have a certain impact on _ _.
Second, the market positioning
According to the characteristics and selection scope of the target market, we have made the following positioning for the new zongzi market:
(1) brand positioning: well-known brand-_ _;
⑵ Image positioning: fashionable, exquisite, novel, romantic and personalized;
(3) utilitarian orientation: gifts+food, mainly gifts;
⑷ Quality positioning: the taste is light, smooth and delicate, soft and natural;
(5) Orientation of food communication: Focus on rational demands, and establish a delicious rice dumpling image on the basis of the new rice dumpling brand;
[6] Consumer market positioning: Young people mainly produce high-end markets.
Third, marketing strategy.
1, product strategy
Now _ _ Zongzi is a fast-moving consumer product, and few additional products are provided. In the future, we can build a better image for the new zongzi around the core values of "culture, green, nutrition and delicacy".
2. Price strategy
At this stage, we divide the new zongzi into two categories.
① Profit maximization is the pricing goal.
"Extra transport capacity, constant price" embodies more weight on the packaging, thus tempting consumers to transfer their purchase decision.
② Differentiated products.
In order to make a lot of publicity to consumers, it is advisable to take a slow decision and operate in the form of high price and low promotion cost in order to obtain more profits.
3. Promotion strategy
① advertising strategy
Here, the advertising promotion strategy system of the new Zongzi is formulated, and the media planning scheme for the promotion of the new Zongzi is formulated on the basis of considering the actual situation.
The advertising promotion strategy system is as follows:
1) TV, as the most important media for commodity promotion, should show the image of new zongzi through TV advertisements;
2) hype the Dragon Boat Festival culture and event marketing through newspaper soft advertisements, so that consumers will think of new zongzi when they think of the Dragon Boat Festival culture and events;
3) Promote new zongzi through newspaper hard advertisements;
4) With the increasing influence of the Internet on modern consumption, we should publish information, conduct image publicity and provide personalized services through online advertisements on the website of New Zongzi.
5) Promote the image of the new zongzi through the sales point of the new zongzi.
② Commercial promotion
Mainly through the Dragon Boat Festival to buy gifts, free delivery, price reduction, lottery, redemption, brand alliance, discount coupons, point-of-sale display and promotion. , combined with product characteristics, channel status and target consumer groups, the promotion method is mainly to promote consumers and channels, slightly realize the original expected value-added service strategy and terminal promotion policy, promote annual sales, and effectively support the establishment of terminal retail co-marketing system.
(3) the relationship between men and women.
The new Zongzi should establish a good reputation in the channels through innovative public relations activities with considerable breadth and depth influence, spread the cultural connotation of the new Zongzi among the target consumer groups, and establish a "big brand image that the new Zongzi and the audience love."
④ personnel sales promotion
Set up a strong new zongzi sales team, improve the new zongzi retail co-marketing system, strengthen terminal promotion, strengthen the recruitment and training of sales teams, and cooperate with terminal promotion policies to compete with competitors on the terminal.
4. Channel strategy
With a good brand and a good product, we need a good channel development model to push the products to consumers in the shortest time. For the production of new zongzi, channel innovation is the only way to make the brand stronger and bigger.
(1) distribution channel
The new zongzi is oriented to the mass consumer market and must adopt indirect distribution channels. The new zongzi is more suitable for selective distribution, which saves money and is easy to control. Use the inventory capacity of distribution channels to reduce the storage cost of enterprises.
(2) Logistics strategy
The production of new zongzi should be combined with its own conditions, and mature second-party logistics should be selected in each sales area to undertake the work of goods transportation, warehousing, inventory control and order processing. Establish a fast and accurate order recording and processing system through computer information processing system and logistics network. In the case of strong homogeneity of zongzi, convenience and the promotion of the owner can determine the quantity and variety of products sold. Special attention should be paid to these channels.
Fourth, the cost budget
(1) advertisements: platform advertisements, TV advertisements, newspaper advertisements, billboards, etc. * * * 65438+ ten thousand yuan.
(2) Public relations activities (adjust the activities according to the corresponding promotion plan before making a budget)
(3) Promotion activities: Promoters and selling points cost about 50,000 yuan.
Verb (abbreviation of verb) market forecast
Through the early market guidance and continuous market promotion of "_ _", we will strive to achieve the top five market share in _ _ region during the Dragon Boat Festival.
New product promotion planning scheme 2 I. Analysis of industry form
Market characteristics, consumption trends, and related industrial forms.
Two. market survey
Actual sales media survey, industry status, consumer survey
Three. Comprehensive analysis of the product.
Combined with the previous investigation and analysis, compare the advantages and disadvantages of their products, the development space and the places to correct.
Four. market strategy
Market boiling point, leading operation mode, marketing plan according to local conditions, product price positioning, sales channels, etc.
Verb (abbreviation of verb) brand promotion
After the product popularity has been improved to a certain extent, we should pay attention to changing the marketing strategy and paying attention to the brand effect.
Example: converse campus promotion plan book
I. Overall analysis
-converse shoes, which were born in the early 20th century, are popular all over the world with their wild and uninhibited designs, integrating retro, fashion and environmental protection. They are the spiritual symbols of American culture, and with their free and uninhibited dress patterns, they have become loyal stalls for young people who pursue self-fashion.
Converse's sales network of sports shoes, casual shoes and clothing accessories covers more than 90 countries and regions around the world, with more than 9,000 sporting goods stores and department store counters. Converse is a household name in the world. It is a luxury and can be used by ordinary people. Its sales abroad are far ahead of the same industry.
With China's entry into WTO, China's market is gradually in line with the international market, and Converse's market share in China ranks among the top three international sports brands, which shows that Converse has great space in the domestic market at present.
In view of the fact that most of its domestic consumers are post-80s and post-90s, the campus is destined to be a good promotion space.
Two. actual survey
1. Investigate the sales of converse stores around the school.
2. Go to the student shopping street to understand students' preferences and analyze the aesthetic trends of most students.
3. Go to some other specialty stores and compare with converse's sales.
4. Understand students' preference for converse through the questionnaire survey at school.
Three. Comprehensive analysis of the product.
The table is omitted from the figure.
Conclusion: converse has a great market prospect on campus.
Four. market strategy
1. A large number of leaflets make converse brand deeply rooted in people's hearts. Let the students have a comprehensive and cordial understanding of converse through posters of various positions in the school.
2. Visit the dormitory and sell on the spot. Send a team to visit the dormitory in person to promote it.
3. Hold parties and other press conferences to display products.
4. Promotion on holidays, stimulate the desire to buy through lottery.
5. Publicize after-sales service and resolutely ensure quality first.
Note: The marketing plan must be clear-cut, clear in logic, with sufficient arguments such as charts and data, concise, practical and innovative.
Secondly, the basic terms of the plan should be complete, and the specific operation should be tailored to local conditions, and there can be no fakes.
New product promotion planning scheme 3 I. Basic functions of marketing realization
To sum up, marketing activities are to solve two basic problems: first, to make the final consumers (customers) easily contact the company's products; Secondly, it urges the final consumer (customer) to make a purchase.
The first basic function can be understood as solving the problem of product channel coverage. That is, what channel model should be adopted to achieve product coverage and facilitate consumers (customers) to buy our products.
The second basic function can be understood as solving the problem of product consumption. That is, through the combination of brand promotion and sales promotion, the purpose of stimulating consumer demand, establishing product brand preference and stimulating purchase behavior can be achieved.
Therefore, in product marketing planning, we should mainly consider solving the problems of channel coverage and consumer pull. Of course, the starting point of any product marketing is product positioning, and all marketing strategies are around product positioning and target market, and channel coverage and consumer pull are no exception.
Second, solve the problem of channel coverage.
We know that different products have different marketing models and sales channels are also very different. For example, FMCG usually adopts the traditional distribution mode: manufacturer-distributor-wholesaler-terminal-consumer, or manufacturer-hypermarket-consumer; The sales of large-scale industrial products generally adopt direct sales mode, and self-built marketing teams: manufacturers-industry customers, etc. For fast-moving consumer goods, due to the scattered audience, it is necessary to achieve consumer coverage through channel distribution.
However, large-scale industrial products are aimed at customers in specific industries, involving complex product technologies, and require business personnel of manufacturers to deeply understand customer needs and provide personalized solutions. Although the sales channels are different, they are all aimed at effectively covering the target market. Therefore, whether it is distribution channels, intermediary agents, personnel direct sales, TV shopping, online sales, telephone marketing and other forms. , we must combine the company's product characteristics, positioning and target market.
Choosing the right sales channel solves the problem of channel coverage? Of course not. This is only the first step. Next, what we should consider is, where are our key regional markets and where should the core of our channel layout be? What kind of sales network do we need to build in order to achieve the sales target?
For example, the annual sales target of beer in a city is 1 0,000 tons, which is about10.5 million cases. If each terminal outlet sells 750 boxes annually, it will cover 2000 terminal outlets. How many restaurants, restaurants, supermarkets and night shows do you need? How should the corresponding secondary wholesalers and primary distributors plan? For large-scale industrial supplies, we should consider the distribution of customers, the sales scope of a single salesperson, the size of orders and other factors to consider the layout of direct sales outlets.
Third, solve the problem of consumption pull.
The problem of channel coverage has been solved, which shows that we have established a platform for products to meet customers. Whether customers will buy our products depends on our consumers' efforts.
When doing brand promotion, we should also first consider the characteristics of target customers, market distribution, daily behavior habits and other factors. Then, choose appropriate publicity media and promotion methods to establish good communication with target customers. For example, for mass consumer goods, we use more mass media such as Internet and TV, supplemented by terminal promotion activities such as roadshows and community promotion. For customers in the industry, we can use the platforms such as industry journals and networks, supplemented by industry exhibitions, conferences, technical exchanges, product acceptance meetings and other forms to promote.
After determining the combination of brand promotion and promotion strategy, we should also consider the details such as the time and frequency of its implementation. The planning of brand promotion is not isolated, but must be combined with the progress of sales promotion.
For example, our products have not achieved the corresponding channel coverage, and the terminal can't see our products. If you invest too much in advertising at this time, you will waste a lot of advertising resources. In the early stage of new products' listing, we should strengthen brand publicity and promotion in order to quickly establish the brand image of products. After the product has a certain brand awareness, it can reduce the frequency of delivery and give priority to brand reminder.
For some weak small and medium-sized enterprises, it is a model worth exploring to find some enterprises with rich network resources to cooperate and promote. In this way, we can use the resources of our partners to cover a wider market at a lower cost. At the same time, more consideration should be given to the use of event marketing, network marketing and other forms to achieve the effect of "four or two".
Fourth, the design and implementation of marketing plan
After solving the channel coverage and consumer-driven scheme design, we should also consider how to ensure the implementation of the marketing scheme.
1, design of resource input
The implementation of any marketing plan must be equipped with corresponding resources, including: cost input, human resources, appropriate organizational structure, etc. In terms of cost input, including sales expenses and market expenses, it can be extracted according to a certain proportion according to the sales target. The investment of expenses is ahead of time, especially the investment of market expenses, which generally has the characteristics of small sales in the early stage and large market investment. During the implementation of the plan, the cost budget will be dynamically adjusted according to the actual market performance to meet the needs of market operation and cost control.
In addition to the budget of sales and marketing expenses, we must also design the organizational structure and human resources allocation needed to implement the marketing plan.
2. Management system design
After making a detailed plan, it is necessary to design corresponding management systems to ensure its implementation, such as regular tracking and feedback on the implementation of marketing plans, supervision of the implementation process of marketing plans, and corresponding incentive and assessment systems.