1 202 1 marketing activity plan
1. Plan summary 1, with an annual sales target of 6 million yuan.
2.50 dealer outlets.
This company has a certain reputation in the market of automatic control products.
Second, the marketing situation
Air-conditioning automatic control products belong to the supporting products of central air-conditioning and other industries, and are restricted by the upstream product consumption market, but the total demand is still considerable. With the continuous improvement of urban construction and people's living standards, as well as the arrival of the product upgrading period, it has driven the sustained growth of the market, thus driving the expansion of the overall market capacity. Hunan is located in the middle of China, and the demand for air-conditioning automatic control products is large: 1, which is hot in summer and autumn and cold in spring and summer; 2. Hunan's industry has developed rapidly in the past two years, especially the construction of middle and high-grade commercial houses and villas; 3. Hunan will be included in the western development and strengthen the construction of various basic projects; 4. Changsha-Zhuzhou-Xiangtan Financial City; A large number of industrial parks and development zones have been built in Chenzhou, Yueyang and Changde. 6. The improvement of people's requirements for their own lives; To sum up, air-conditioning automatic control products, especially high-grade air-conditioning automatic control products, have great development potential in Hunan.
Generally speaking, there are three ways to sell air-conditioning automatic control products: project bidding, real estate group purchase and private projects. Project bidding channels occupy a large share, but real estate group buying and private projects have developed rapidly and have shown a diversified development trend.
From the sales channels of enterprises, most companies adopt the model of office plus dealer. In 2007, domestic air-conditioning automatic control products enterprises increased their efforts to lay out the national marketing network and consolidate traditional channels, and strengthened their public relations cooperation with design institutes and management departments. For air-conditioning automatic control products enterprises that entered the market late, because the market accumulation time is relatively short and they are eager to open the market quickly, the channel mode of office plus distribution system is basically adopted. In order to respond to the market quickly, all automatic control products entering the Hunan market are stocked in Hunan. Hunan air-conditioning automatic control products have a large market capacity and great potential, and the overall development trend is promising. Therefore, for brands that have not yet entered the Hunan market, there are great market opportunities. As long as they adopt appropriate marketing strategies, they can squeeze into the Hunan market. At present, Shanghai Zhengyi has a weak market base in Hunan air-conditioning automatic control products, and its team is still relatively young, so its brand influence needs to be consolidated and expanded. In the process of sales, we must be very clear about the advantages of our company and play to the extreme; And we should find out the weaknesses of our own company, put them forward in time and overcome the realized value; Improve the service level and quality, infiltrate the service consciousness into every link of communication with customers, and pay attention to various services such as pre-sale, in-sale and after-sale return visits.
Third, the marketing objectives
1, air conditioning automatic control products should take long-term development as the goal and strive to take root in Hunan. * * In order to establish a perfect sales network and model projects, the sales target is 6 million yuan.
2. Squeeze into the first-class supplier of air-conditioning automatic control products; Become a fast-growing and successful brand.
3. Drive the sales and development of the whole air-conditioning products with air-conditioning automatic control products.
4. Short-term marketing goal: make the marketing performance grow rapidly in a short time, and make its own products become well-known brands in the industry by the end of the year, replacing some markets of products of the same level in the province.
5. Devote to developing the distribution market, and by the end of * *, there will be 50 distribution partners.
6, regardless of mental and physical strength, we must devote ourselves to the work, so that the work has high efficiency, high income and high salary development.
Fourth, marketing strategy.
If air-conditioning automatic control products want to grow rapidly and gain competitive advantage, the choice must be the overall competitive strategy of "target concentration". With the rapid development of Hunan's economy and the continuous expansion of urbanization scale, the consumption potential of air-conditioning automatic control products market is huge, and the target concentration strategy is our wise competitive strategic choice. Focusing on the overall competitive strategy of "target concentration", we can adopt specific tactical strategies including: market concentration strategy, product belt concentration strategy, dealer concentration strategy and other supporting strategies for target concentration. To this end, we need to divide Hunan market into the following four categories:
Strategic core markets-Changsha, Zhuzhou, Xiangtan and Yueyang.
Main development markets-Chenzhou, Changde, Zhangjiajie and Huaihua.
Cultivate the market-Loudi, Hengyang and Shaoyang.
Waiting for the development-oriented markets-Jishou, Yongzhou and Yiyang, the overall marketing strategy: all-staff marketing and the combination of direct sales and channel marketing.
1, target market:
Blooming everywhere, central cities and small and medium-sized cities break through at the same time, focusing on developing industry model projects, vigorously developing key regions and key agents, and rapidly promoting product sales and sales.
2. Product strategy:
Drive overall sales with overall solutions: Our products are required to form a complete solution with successful cases, thus driving the sales of all products. Interaction between size: the sales of air-conditioning automatic control products drive the sales of valves and other products, and the sales of air-conditioning automatic control products are driven by the projects of valves and other products.
3. Price strategy:
High quality, high price and high profit rate are the principles; Make a realistic price list: the price list is divided into two layers, the media public quotation and the lowest market price. Formulate higher monthly and quarterly rebate policies and control the marketing system. Strictly control the price system to ensure the profit space of first-class dealers, second-class dealers, project engineers and end users. In order to adapt to the market, the price policy should be positive.
4. Channel strategy:
(1) Distribution partners are divided into two categories: First, distribution customers are our key partners. Second, engineering customers are our basic customers.
(2) Channel establishment mode: a. Take a step-by-step approach, first draft an agreement, then make a sales forecast table, and then formally sign an agreement to order the first batch of goods. If you don't purchase goods, you can't sign an agency agreement; B, adopt the method of finding important customers, press the goods to the dealer through negotiation, and then our sales and market support will keep up; C, choose a competitive attitude among agents, and we have a potential local customer in the negotiation, so that we can take the initiative and have high visibility. Can't enter the market in 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, it is necessary to ensure that a local secondary agent can become a primary agent at any time, so as to become a threat to the primary agent and play a role in promoting it.
(3) The market has the power to push and pull. 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 in charge of key customers and engineers will focus on the industry market and engineering market, and strive to complete 4-5 model projects within three months to build confidence for internal personnel and distributors. By the end of the year, complete your own marketing quota.
5. Personnel strategy:
Basic ideas of marketing team: a, open mind; B, conquer yourself; C. professionalism.
(1) vertical contact between business teams, efficient communication and quick response. Team building is flat.
(2) Internal reporting system and sales reward system.
(3) Selling products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is the solution.
(4) Prepare a sales manual; Including the rules of the game, technical support, the scope and functions of the marketing department, the problems that can be solved and the support provided.
Verb (abbreviation for verb) sales plan
1, the company should make good use of the Shanghai brand and adopt the brand development strategy.
2. Integrate various local resources in Hunan and establish a perfect sales network.
3. Cultivate a group of good customers and establish a good social network.
4. Establish a good marketing team.
5. Choose the market operation mode suitable for the company.
6. Grasp the characteristics of the company's products and find the selling points of the company.
7. The company should adopt the market operation mode of combining direct selling and distribution in Hunan; Direct selling is a model project, which promotes the development of distribution network, and distribution is the growth point of sales and profit of the company.
8. Direct selling uses a combination of personnel promotion and some media publicity to expand the market. For air conditioning automatic control products, community promotion method and demonstration project persuasion method of key construction machinery projects can be adopted.
9. In order to enter the market as soon as possible, which is conducive to the long-term development of the company, we should take Changsha as the center and March into the major cities in the province, with Changsha as the core and local cities as the profit growth point.
10, Hunan's channels should adopt a flat mode and do a good job in channel construction and management. In terms of channel construction, there can be no provincial general distributor, but it can be divided into cities as the basic unit. Each prefecture-level city has two first-level distributors, and the marketing tentacles have extended to the county-level market with market value, changing the long-term guerrilla mode of other air-conditioning automatic control products brands in Hunan, adopting positional warfare and establishing brand operation mode with distributors with long-term interests.
Chapter II 202 1 Marketing Activity Plan
First, the preface has become a common practice in the country to accept students' college entrance examination banquets, ranging from two or three tables to dozens of tables per family. Banquet has become an important part of individual group buying liquor consumption and plays a very important role.
First of all, it can increase the market sales of liquor consumption in the off-season; Secondly, the word-of-mouth communication function of banquet consumers in Xie Shi is very obvious, and there is often a patterned trend in the same area or classmates, which can stimulate other surrounding consumers well through word-of-mouth communication; Thirdly, the college entrance examination and admission period are just the off-season of liquor consumption. Through the publicity and promotion of consumption activities, consumers' awareness of xx products and brands will be improved, and a marketing atmosphere will be created, which will lay a good foundation for the marketing of liquor consumption in the coming peak season.
Therefore, the operation of Xie Shiyan is not only reflected in the effect of promoting sales in the off-season, but more importantly, it can create a good consumption atmosphere in the market, create a good word-of-mouth communication among consumers, and make basic preparations for realizing xx sales in the peak season.
Second, the theme of the event
National theme: "xx should be the first XXX"; "True teacher-student relationship, happiness xx". Local governments can formulate specific subheadings according to their own activity policies. Such as: product xx, champion, Expo.
Third, the activity time
20xx June 7 —— 20 1 September 41.
Preparation period: June1-June 6.
Transmission period: June 7-June 30.
Fourth, the active object.
Regional object: Family banquet for college entrance examination candidates admitted to colleges and universities in 20xx.
Contacts: admitted students, their parents and teachers.
Verb (abbreviation of verb) activity content
Take different promotion methods for core consumers and general consumers to realize core consumers' consumption of xx, and general consumers choose red sky or red boutique.
1, core consumer policy:
Children of decision-makers and important influencers in various administrative organs and institutions take the practice of giving away free wine and do not participate in other forms of promotion.
2. Special policies for champions:
Banquet for famous students, and free wine sponsorship for students who won the local college entrance examination or were admitted to Tsinghua Peking University.
3. General consumer policy (the following packages are for reference only):
Buy 3 boxes of red boutique and give away 150 yuan suitcase.
Buy 5 boxes of Red Sky to send to 250 yuan mobile hard disk.
Buy 8 boxes of Chitianhua, and give away XX with the value of XX yuan.
(Can be given according to local resources) ...
Implementation of intransitive verb activities
The college entrance examination is one of the most touching events influenced by China, which includes the sadness of teachers and students leaving, the joy of being the top scholar, the expectation of parents all over the world, the vision of freshmen for the future ... Banquet is indispensable, as is the banquet of thanking teachers. Even though its usage is far less than that of wedding banquets, it is of great significance. This publicity focuses on respecting the feelings of teachers, teachers and students, diluting commercial interests and highlighting the emotional connotation of Hongfuchun brand.
Chapter III 202 1 Marketing Activity Plan
1. The purpose of the activity is to create a good environment for the use of credit cards, raise cardholders' awareness of using cards, cultivate citizens' habit of using cards, and let more citizens enjoy the convenience brought by the new settlement tool of bank cards and facilitate people's lives.
Second, the activity time
20xx x month x day -20xx year x month xx day
Third, publicize the theme.
UnionPay card is a safe, healthy and fashionable choice.
Fourth, the rules of activities.
20xx65438+February1—20xx65438+February 30th, all cardholders who use the UnionPay standard card with card number "6" to spend more than 68 yuan (single transaction) will have the opportunity to win prizes. The awards are as follows:
Grand prize 1, South Korea tour (equivalent bonus of 6000 yuan)
30 first prizes, each with 400 yuan equivalent.
90 second prizes, each with an equivalent bonus of 200 yuan.
Third prize 1200, each prize 10 yuan.
Redemption method: the cardholder will take the label marked "xx Bank Card Activity X Award" to the xx Bank Card Management Office (located in xx Bank, xx Road, xx City) to receive the online lottery prize, and the telephone number is xxxxxxXX. The redemption date is from the day after winning to XX-XX, XX, XX, and the working day during the redemption period is 8: 30- 1 1: 00 on Monday.
The fourth article 202 1 marketing activity plan
At present, domestic automobile enterprises are still in the stage of exploring the network marketing mode and learning from their foreign counterparts, and have not yet formed a set of automobile network marketing guidance strategies suitable for China's national conditions. In the past, some automobile enterprises were only used to the marketing strategy of traditional physical market, but were not familiar with the marketing strategy of adapting to network marketing. They don't pay attention to improving their business level, cultivating customer resources, innovating enterprise technology and expanding their competitive advantages. Compared with foreign automobile companies, there is still a big gap, so many advantages of online marketing are not reflected in domestic automobile marketing.
The brand base on which online marketing depends needs to be further consolidated. Brand management is the advanced stage of marketing and the foundation and soul of network marketing. Only when online marketing is based on automobile brands with high reputation, good business reputation and perfect service system, can users accept new trading methods such as online car purchase and abandon traditional habits such as on-site car purchase, can it generate great appeal and attraction. However, some domestic automobile brands lack a scientific, modern and standardized action system, and their brand strength needs to be improved.
The specific business of network marketing is still in its infancy. At present, most domestic automobile enterprises just set up a website to do simple business such as online advertising, promotion, vehicle introduction, information release, price inquiry, sending and receiving emails with the help of network technology. Some companies even just put simple information such as company name, profile, vehicle type, research and development achievements, mailing address and telephone number on the Internet. In fact, the above-mentioned network services can not be equated with network marketing at all. Only by vigorously developing various specific marketing businesses, such as online research, online new product development, online distribution, online services, etc. Can enterprises make full use of network resources and keep moving closer to network marketing?
Second, the status analysis of XX network marketing
At present, XX website mainly includes product display, expert response, cycling community, marketing network (account login required), dealers and service providers. Among these functions, only expert answers can interact with customers (the marketing network is unclear, and account login is required), and others are introductory information. Some downloads are provided in the rider community, such as ringtones, MVs, commercials, screensavers, classic pictures, etc. There is an online game, which is a very simple Flash game, and a real simulation game of XX Fengyun collision test, which is actually just a Flash car collision test. The other is the function of customizing email information.
Third, the investigation and analysis of competitors' online marketing.
Competitors mainly selected several Volkswagen cars for investigation, because at present, XX's competitors are mainly from Volkswagen, and high-end models are not considered for the time being. The selected objects are as follows:
1. Shanghai Volkswagen: It mainly provides employees' owners' clubs, related information, dealer inquiries and service station inquiries. The situation is similar to XX. No information such as online consultation can be found on the home page. Probably in the employee owners' club (account login is required).
2. Honda: Online consultation, purchase consultation, after-sales service, feelings and suggestions. The company's relevant information and news mainly introduce enterprise-related information, and purchase consultation and after-sales service have more feelings and suggestions than XX.
3. Toyota: It's all company-related information and news, and no information such as online consultation has been found.
4. Shanghai GM: online contact, product recall management (the specific situation is unclear, and the introduction link is invalid). It mainly introduces the whole product, and the redundant links are invalid.
Fourth, the purpose of network marketing.
Let more people know about XX, people know more about XX and pay more attention to XX, so as to achieve higher sales and save promotion costs.
For automobile enterprises, there is no more effective communication channel than the Internet. According to a survey, 76% car owners will browse the website of the car company before buying a car, and 67% people will go to the third-party website to check the relevant comments. Now, there are also many auto companies that use blog online marketing methods, so that auto companies have more direct communication channels with customers.
XX was selected as the mainstream media "national car". XX should also be in the forefront of the reform of automobile marketing model. According to the department's overall statistics of XX sales links, the complicated sales links consume about 25% of the profits in the overall sales cost of automobiles. According to this figure, if online ordering mode is adopted, XX can save 25% of vehicle promotion and sales expenses in domestic XX automobile sales. This can not only reduce the cost of returning to consumers, but also improve the profit rate of XX.
Five, website planning analysis
(A) XX company website construction
1, add FAQ: At present, there is only an online consultation system, which can query your own questions, but not those raised by others. If customers encounter common problems, using online consultation will make people feel troublesome and need to wait for time. What XX needs to do for this kind of problems is to organize the common problems into a system, which is convenient for customers to inquire quickly, that is, to make a FAQ. Using FAQ can help customers solve problems as soon as possible and save consulting funds. At the same time, it should also provide inquiries about questions asked by other customers, rather than only allowing inquiries about your own questions.
2. Add virtual test drive: At present, there is only XX Fengyun collision test simulation game, which is actually just a demonstration of Flash. You can try to make a simulated test drive with Flash, which can manually control all kinds of data, not only to test the collision, but also to provide more test options. There should also be tests in different environments and different driving modes at different speeds, so that customers can better understand the vehicle performance. At the same time, it can also attract the attention of some netizens who are not planning to buy a car, but are also potential users. In addition to the test drive, it is also necessary to provide 3D observation of the internal layout and structure of the car through Flash in the game, so that netizens can understand XX car from the inside out.
3. Provide a test drive application: the person who buys XX car can apply for a test drive to the 4S shop in XX after reading the details of the car by logging on to its designated website. If they are satisfied with the test drive, buyers can book directly from the website. After receiving the electronic reply from XX, the car buyer can pay the deposit in advance at the 4S shop designated by XX, and pay the full amount to pick up the car after XX completes the production according to the buyer's order. Eventually, the 4S store will be transformed into a service department, which is responsible for receiving orders and collecting money. Of course, its previous after-sales service function will continue to be retained, and online after-sales service can also be used. At the same time, the order-based sales model saves the promotion and marketing costs for dealers and enables them to reach a win-win model with manufacturers.
If all goes well, it will be a perfect marketing model. For XX, the order-to-order production of all sales will achieve the sales result of "zero inventory", and the cost saved by the sales chain will enable it to obtain the competitive price of similar products. XX Company is the first in China to benefit more users and distributors through the online customer order sales model. Through interaction and communication with users, we can enjoy convenient services and preferential discounts, constantly meet the individual needs of users, improve the "freshness" of products, and let new products reach users directly in the shortest time. "At the same time, the profits saved can be used for research and development and continue to improve product quality, thus improving the overall competitiveness of products. At the same time, XX Company established a large-scale after-sales service website, and conducted after-sales car surveys through the Internet or telephone within a few days after the car was sold. At the same time, it also allows users to feed back the used information to the service department of XX Company. This will not only make users more satisfied, but also let XX company know more about the general situation of XX cars in the market.
4. Blog promotion: put the introduction and links of corporate blogs on the home page, so that more people can understand blogs and talk to XX directly. In the "Olympic Games", it really showed its great commercial value and unique strategic charm. This way mainly reflects the huge role of blog public relations in online marketing. The XX car has created a direct form through the network conference room. Through this form, people from all walks of life related to GM have the opportunity to have a direct dialogue with XX car. With these feedbacks from customers, employees, investors, etc. XX will grow into a better company and provide better products for customers. Through blogs, the managers of XX can express their opinions in their own language, and listen to the feedback of people who are enthusiastic about XX and interested in what the company is doing without anyone's filtering.
(B) the establishment of community-XX online
The cost of building a community is not big, and the funds are mainly spent on the promotion of the community. And with XX car as the strong backing, the odds are great. Even if it fails, it only loses the construction funds. Promotion can only be attached to the promotion of enterprise products, so it can't be counted in community construction funds. Products already need to spend money on advertising. If the community does well, the direct benefit is that it can get a good online advertising platform, which is incomparable to advertising with other people's websites. At the same time, it can well understand customers' needs, master a lot of information about netizens, and re-plan and integrate business models and policies under the network environment, so that the enterprise marketing system and various functions of the Internet can be organically combined into a new on-line marketing. The system includes finding new business opportunities, restraining competitors, discovering, attracting and retaining customers, adding value to one's own brand by increasing products and services, and so on. How to build this community? Most of the community models are similar, mainly to achieve better interaction with netizens, so the community should provide a more comprehensive BBS, a powerful blog with beautiful interface, as well as music, movies and games to attract netizens. These are only the initial construction, and the whole community should be updated and upgraded according to the needs of netizens to ensure the retention of users.
The promotion method of intransitive verbs website
The first stage: after the completion of the XX website, online games or surveys will be held during the listing of new cars, and advertisements will be placed in Tencent QQ and Shanda Fang Hao to attract netizens to browse the XX homepage.
The second stage: XX Online will be launched immediately after attracting netizens, and the advertising content of XX Online will be added to all advertisements of XX. The community will cooperate with game operators and some software operators to provide netizens with virtual items such as activation codes and use rights of certain games and paid software products through XX Online to attract more customers.
Summary:
A successful network marketing activity must have its uniqueness. Whether it is positive, side or behind the promotion or hype, there must be events and news familiar to public netizens, which are easy to be remembered by netizens and can produce positive or negative voices. Only in this way can the promoted activities and products attract public attention and discussion.
The power of a single network promotion company is limited, that is, using all channels on the Internet, media promotion can not achieve the expected results. Only by relying on the powerful force and accurate connection of hot news and events at that time can we expand the speed and scope of promotion. Through the effective intervention of hot news events on the Internet and media, we can effectively speak out, thus achieving greater results with less investment and operation.
Chapter V 202 1 Marketing Activity Plan
I. Activity Feasibility Assessment The living standards of students in our school are generally high. Some students bought a lot of useless things for themselves, and some students' second-hand goods are the same as chicken ribs-it's a pity to keep them tasteless and throw them away. Its market potential shows that it is feasible to organize students to hold "campus student flea market" activities. He can let students clear out some useless things, and at the same time, he can also let students without fixed income buy useful things at low prices.
Second, the effect of the activity.
1. Provide a mutually beneficial trading platform for students in the form of flea market.
2. Advocate frugality and simple lifestyle through this activity.
Three. Prerequisites for activities
1, get permission from the school.
2. Get help and support from student unions, student associations and campus websites.
3. Some students will provide enough funds for the preliminary activities.
4. Get at least x~x students to participate in the activities.
All students participating in the activity must apply for registration to facilitate the organization of the activity.
6. This activity is only for students at school. Registration must hold a student ID card, and resolutely put an end to criminals taking the opportunity to sell stolen goods!
Four. Information related to the activity
Time: 12pm ~ 20xx 6: 00pm (Monday and Tuesday)
Venue: School West Basketball Court
Organizer: xx Student Union of Business School, xx Campus Activity Network.
Verb (abbreviation for verb) Prepare before the activity.
1, formed a preliminary planning scheme, and got the support of the school leaders.
Apply to the school for approval of this activity.
3. Plan the site.
Clothing, sports, books and CDs, electronic technology, daily necessities.
4. 10 hold a meeting of participants and management personnel at 5: 00 pm on X day to introduce the venue and distribution.
Popularization of intransitive verbs
1. After the new school library is built, hang a propaganda banner on the barbed wire fence.
2. Make X posters, and widely post 5 posters in various eye-catching places on campus every day.
3. Set up registration points in the school leisure square, the lobby on the first floor of the business school and the entrance of the food street.
Seven. Activity rule
1. The applicant can be an individual or a group, such as a dormitory.
2. All applicants can get a booth number (divide the booth area according to the quantity of goods).
This activity is based on the principles of fairness and voluntariness. The price is negotiated by the buyer and the seller and can also be exchanged.
4. Speakers, stereos and other noisy machines are not allowed to be used in activities.
5.xx Student Union is responsible for maintaining the order of activities.
Eight. participant
All teachers and students of xx University
Nine, input method
You can register at each registration point and get the venue number.
(Note: In order to prevent false registration, participants will be charged the corresponding deposit if they are not present at that time. After the activity, you will get back the deposit with the receipt. )
X. Registration time
From now on, X or the booth is full.