Product Planning Scheme 1 I. Market Analysis
Market analysis is definitely indispensable. For a long time, due to the low living standard, domestic residents spend little on small household appliances with "kitchen" and "bathroom" as the main service objects. According to statistics, there are only three or four kinds of small household appliances in cities and towns in China, while the statistics in Europe and America are as high as 37 kinds.
According to statistics, at least 2.6 million families move into new houses in China every year. With the improvement of people's living standards, the increasing attention to "kitchen" and "bathroom", and the accelerated popularization and upgrading of small household appliances, it will certainly hatch an amazing market driving force, and the market development prospects of small household appliances are very broad. In the next two to three years, China's small household appliances industry will enter a golden stage of development, and the annual growth rate of market demand may exceed 30%.
At present, there are only two kinds of small household appliances for bathroom heating: Yuba and heater. At present, there are 376 domestic enterprises producing Yuba, and the domestic sales volume is expected to be 4 million units in 20xx, 5.5 million units in 20xx and 7 million units in 20xx, with sales exceeding 65.438+billion yuan. In urban families, the ownership rate of Yuba is less than 15%(20xx), and the recognition rate of domestic consumers is 82%, so the market space is huge.
Yuba occupies an absolute advantage in bathroom heating equipment, among which Hangzhou Aopu has an annual sales volume of 20xx. 600 million yuan, the market share first. At present, the manufacturers of Yuba and heater are mostly concentrated in Zhejiang and Guangdong, but most of them are small factories, mostly imitation or OEM production, and their independent research and development ability is not strong.
In the Yangtze River valley of our country, most houses have no heating, so bathing in winter has always been a big problem. Although there are yuba and heaters, people expect a simple and effective heating appliance. According to my investigation, people's impression of this product is still good, and the market potential is huge.
Compared with Yuba and heater market, the sales market of this product is at least 50-65.438+0 billion yuan. We can take advantage of patented technology to quickly occupy the bathroom heating equipment market and establish our own brand and sales network.
Second, goal setting.
Our goal is to make samples in a few years, enter the market, and develop agents at or above the prefecture level of 10- 15, with sales of more than 2 million yuan, sales of 5 million yuan in 20xx, and sales of 20xx million in a few years, with a profit rate of 30%-50%.
Third, the use of funds.
Because this product has never been on the market before, the preliminary cost of sample trial production and mold development is relatively large, estimated at10-150,000 yuan;
Various certificates, licenses and trademarks: 50,000 yuan;
Company formation, related office supplies procurement, personnel recruitment, company website, etc. : 65438+ ten thousand yuan;
Rent, utilities and personnel salary (half a year): 1.5 million yuan;
Exhibition, advertising fee: 6,543,800 yuan;
Cost of small batch production (5000 tablets): 200,000-250,000 yuan;
Working capital: 200,000 yuan.
Total: 6,543,800 yuan+0,000 yuan.
Fourth, product cost and profit analysis
In order to save costs and reduce investment risks, early small batch production was mainly outsourced, and production equipment was not purchased for the time being. This product mainly includes: barrel body, cover, heating plate, leakage protector, dry-burning protector, switch, steam regulating plate, base and sealing ring. Among them, heating plate 7-8 yuan, leakage protector 12 yuan and dry-burning protector 1. 5 yuan, switch 0. 5 yuan, the rest are plastic parts, the price is 15 yuan, and the total cost of product packaging, wiring screws, freight and so on. Is below 40 yuan.
The wholesale price is tentatively set in 80 yuan, and each Maori 40 yuan. It is estimated that the investment can be recovered in two years, with a slight profit.
(The above data are the spare parts dealers under investigation, which may float downwards. )
Verb (abbreviation of verb) sales prospect
At present, there is no similar product on the market, and the sales pressure of the product is relatively small. It is suggested to use the ready-made sales network of electrical wholesalers around the country to carry out agent sales. At present, we have contacted a number of businesses and initially reached a sales intention.
Intransitive verb cooperation plan
This patent project is a non-service invention, and the patent right belongs to the individual. The specific mode of cooperation shall be decided by both parties through consultation.
Seven, raw material supply plan
Can be produced outside, no special requirements.
Eight. The future of the project
Because this product is easy to manufacture and the threshold is not high, it is inevitable to be copied. In addition to strengthening anti-counterfeiting efforts, constantly upgrading products is also a necessary means to expand the market. At present, two samples have been developed, and 3-5 new products will be launched next year. With the upgrading of products, we will be able to gain a firm foothold in the market.
In order to make the asset investment behavior more in line with the objective needs and obtain the best economic benefits, the feasibility study of the proposed investment project should be carried out before the specific investment. Its main task is to demonstrate the technical feasibility and economic benefits of new or expanded projects, predict the economic benefits after investment, and provide reliable basis for investment decisions.
The basic framework of marketing planning:
I. marketing opportunities's analysis
1, manage marketing information and measure market demand.
(1) Marketing Intelligence and Investigation.
(2) Forecast overview and demand measurement.
2. Evaluate the marketing environment
(1) Analyze the demand and trend of macro environment.
(2) Identification and response to major macro-environmental factors (including human statistics, economy, nature, science and technology, politics and law, social culture and other environments).
3. Analyze the consumer market and buying behavior.
(1) Consumer buying behavior pattern.
(2) The main factors that affect consumers' buying behavior (including cultural factors, social factors, personal factors, psychological factors, etc. )
(3) Procurement process (including roles involved in procurement, procurement behavior and various stages of procurement decision-making)
4. Analyze the behavior of group buying market and group buying (including the comparison between group buying market and consumer market, participants, institutions and government markets in the process of group buying).
5. Analyze industries and competitors.
(1) Identify the company's competitors (industry competition concept, market competition concept)
(2) the strategy of identifying competitors.
(3) Determine the objectives of competitors.
(4) Evaluate the strengths and weaknesses of competitors.
(5) Evaluate the reaction mode of competitors.
(6) Choose competitors to attack and evade.
(7) Balance between customer orientation and competitor orientation.
6. Determine the market segments and select the target market.
(1) Determine the level, mode and procedure of market segmentation and the basis of consumer market segmentation; (1) Basis of business market segmentation and requirements for effective segmentation.
(2) Selection of target market, evaluation of market segments and selection of market segments.
Second, the development of marketing strategy
1, marketing differentiation and positioning
(1) product differentiation, service differentiation, channel differentiation and image differentiation.
(2) Formulate positioning strategies-how many differences and what differences to introduce.
(3) the positioning of communication companies
2. Develop new products
(1) Challenges of new product development, including external environment analysis (opportunities and threats analysis).
(2) Effective organizational arrangement and architecture design.
(3) Manage the new product development process, including marketing strategy formulation, business analysis, market testing and commercialization.
3. Management life cycle strategy
(1) The product life cycle includes requirements, technology life cycle and various stages of the product life cycle.
(2) The marketing strategies of product life cycle, introduction period, growth period, maturity period and decline period, and the induction and comments on the concept of product life cycle.
4. Self-positioning-designing marketing strategies for market leaders, challengers, followers and job seekers.
(1) Market leader strategy, including expanding the total market, protecting market share and expanding market share.
(2) Market challenger strategy, which is to determine strategic objectives and competitors, choose offensive strategy, and choose specific offensive strategy.
(3) Market follower strategy.
(4) Market strategy.
5. Design and manage global marketing strategy.
(1) Decide whether to enter the international market.
(2) Decide which markets to enter.
(3) Decide how to enter the market, including direct export, indirect export, licensing trade, joint venture direct investment and internationalization.
(4) Marketing Plan Decision (4P)
Third, the marketing plan
1. Manage product lines, brands and packaging.
(1) product line combination decision.
(2) Product line decision, including product line analysis, product line length, product line modernization, product line specialization and product line reduction.
(3) Brand decision.
(4) package and label decision.
2. Design pricing strategy and scheme.
(1) Pricing includes selecting the pricing object, determining the demand, estimating the cost, analyzing the cost, price and supply of competitors, selecting the pricing method and determining the final price.
(2) Revision of price, regional pricing, price discounts and concessions, promotion pricing, differential pricing and product portfolio pricing.
3. Select and manage marketing channels.
(1) channel design decision
(2) channel management decisions
(3) channel dynamics
(4) Cooperation, conflict and competition of channels
4. Integrate the design and management of marketing communication (carry out effective communication, including determining the target audience, determining the communication goal, designing information, selecting communication channels, compiling the overall promotion budget, and integrating the management and coordination of marketing communication).
5. Manage advertising, promotion and public relations.
(1) Formulate and manage advertising plans, including determining advertising objectives, making advertising budget decisions, selecting advertising information, making media decisions, and evaluating advertising effects.
(2) Promotion
(3) the relationship between public and private interests
Step 6 manage the sales team
(1) sales team design, including sales team objectives, sales team strategies, sales team structure, sales team size and sales team salary)
(2) Sales team management, including the selection of signboards and sales representatives, the training of sales representatives, the supervision of sales representatives, the efforts of sales representatives and the evaluation of sales representatives.
Fourth, management marketing.
1. Marketing organization, the evolution of marketing department, the method of organizing marketing department, the relationship between marketing department and other departments, and the establishment of a company-wide marketing-oriented strategy.
2. Monitor marketing execution to ensure the effectiveness of marketing.
3. Control market activities, annual plan control, profitability control and efficiency control.
4. Carry out strategic control according to the information of the marketing department.
The "Tianyi Panoramic Multimedia Teaching Series Software" developed by Beijing Lairuan Electronic Technology Co., Ltd., a Sino-US joint venture, will be fully put into the market in * *. In order to successfully introduce this product, Beijing Zhicheng AIA Information Consulting Co., Ltd. (AIA Consulting Co., Ltd.) is specially entrusted to do marketing planning for it. The planning scheme analyzes the market environment and opportunities of teaching software, locates the target market and target consumers of Tianyi software, and puts forward the annual marketing plan of * *.
Preface 3 of product planning scheme
We know that it is a pleasant psychological enjoyment to indulge in the deep red color of wine under the flickering light, while drinking wine is a physiological enjoyment of detoxifying beauty, invigorating stomach and promoting blood circulation, and its nutritional components are better than milk. For the average person, drinking about 200ml of red wine every day has many benefits.
Although red wine is good, not many people drink a little every day. The main reason is the poor preservation of red wine. Once opened, it must be drunk within three days, otherwise it will go bad easily.
Now, with the arrival of "Zhu Sheng Red Wine Machine", this problem has been solved. The 21st century patented new technology (patent number: 032 1 158.4) is adopted for "bag-in-box" packaging, which can effectively prevent air from entering and sunlight, and can keep fresh for a long time. After opening, the shelf life is as long as 6 months, which makes your desire to drink a little every day easily realized.
This planning book mainly aims at the packaging function demand of Zhu Sheng wine, emphasizing its "fresh-keeping" characteristics, so as to meet customers' demand for drinking a little every day.
Consumer analysis
(1) The target consumers are mainly middle-aged, with upper-middle income, need health care and beauty, and usually have the habit of drinking red wine.
(2) Potential consumers: middle-aged and elderly women, with upper-middle income, are not used to drinking red wine, but have health care and beauty needs. What we need to do is to publicize the benefits and "preservation" function of drinking red wine every day on the packaging of our Zhu Sheng wines, so as to guide them to become our target consumer groups.
(3) The consumption behavior of existing wine consumers: mainly in supermarkets, hotels and bars, indicating that the purchase rate is relatively high and the brand loyalty is low.
(4) The attitude of existing red wine consumers: There is obvious dissatisfaction. Once the red wine is opened, it cannot be kept fresh for a long time, which becomes an opportunity for our Zhu Sheng red wine machine to open the market.
product analysis
(1) Advantages:
The biggest advantage of Zhu Sheng red wine lies in its unique packaging, which is different from any products on the market. With long-term preservation function, the preservation period after opening is as long as 6 months! Suitable for the needs of consumers who drink red wine every day.
It tastes good and can meet the needs of ordinary consumers.
(2) Disadvantages:
Fuzzy product image
Product packaging is not modern and elegant enough. Its packaging is obviously inferior, which does not meet the price positioning of the product. It is suggested to improve the packaging grade of products. In line with its price image.
The price is high, which can't meet the demand of many consumers with lower income to drink a little every day. In order to win more potential consumers, it is suggested to lower the price.
Analysis of competitive environment
With the rise of domestic red wine consumption wave, red wine attracts a large number of consumers with its unique taste. Many enterprises have taken a fancy to this cake in the wine market, which makes the competition in the wine market unprecedentedly fierce. At present, in the domestic market, domestic wine companies such as Great Wall, Changyu and Dynasty control more than 80% of the national market share. In South China, an important wine consumption market, the total market share of Great Wall, Changyu and Dynasty exceeds 60%. Great Wall Red Wine ranks first in the comprehensive market share in North China, South China, Southwest China and Northwest China. Among them, in the southwest, the comprehensive market share of Great Wall Red Wine reached 66. 13%. Changyu and Tonghua red wine occupy the first place in East China and Northeast China respectively.
Competitors' advertising performance strategies are mostly emotional appeals, rendering an emotional appeal of drinking red wine. Zhu Sheng red wine should find another way in advertising performance, and adopt an advertising performance strategy based on functional demands, focusing on promoting the fresh-keeping function of Zhu Sheng red wine.
Product positioning strategy
Price positioning:
The price positioning of Zhu Sheng red wine should not be too high, because our aim is to make Zhu Sheng red wine machine a convenient tool for people to drink red wine every day. However, because Zhu Sheng red wine has its added value in packaging function, its price positioning is more appropriate in the middle and high price range.
Functional appeal:
Zhu Sheng red wine machine is different from other similar products in the market in the fresh-keeping function of the package, which is easy to store after opening.
To sum up, we have positioned Zhu Sheng red wine as a medium and high-grade fresh-keeping red wine.
Advertising appeal strategy
First, the goal of advertising appeal
The target consumer groups are mainly middle-aged, with upper-middle income, need health care and beauty, and usually have the habit of drinking red wine.
B. The focus of the appeal
Starting from the fact that consumers like to drink red wine, but it is not easy to keep fresh, and it is easy to deteriorate once it is opened, the advertising appeal highlights that Zhu Sheng red wine machine is different from ordinary red wine, and it has the function of long-term preservation and is suitable for family drinking.
C, the way of appeal
Emotional appeal strategy is a common appeal way of similar products, which can contain rich life and emotional content and produce good results for the appeal object. Therefore, it is suggested that the advertisement of "Zhu Sheng Wine Machine" should also take emotional appeal as the main way of appeal. Concrete can be expressed through life scenes, characters in daily life and life scenes.
Text of TV advertisement (1)- Fresh-keeping articles
Scene 1:
(1) A man is waiting for his girlfriend in his carefully decorated home.
Just before the appointment time, the man opened a bottle of red wine.
(3) At this time, the man received a phone call from his girlfriend, saying that he could not come today.
(4) Because the wine has been opened, the man is afraid of deterioration and has to drink red wine alone (expression depressed).
Scene 2:
(1) In the same scene, another man is waiting for his girlfriend at home.
(2) When the date approached, the man opened a bottle of red wine, but the man turned on the Zhu Sheng wine machine.
(3) At this time, the man received a phone call from his girlfriend, saying that he could not come today.
(4) Hanging up the phone, the man smiled and said to himself, Next time you come, let's drink this bottle of Zhu Sheng red wine together.
(voiceover)
"Holy Pearl Wine Machine" —— Text of TV advertisements for drinking often and fresh (II) —— Beauty and health care products
Creativity: Using montage technique, the beauty effect of Zhu Sheng red wine machine is displayed virtually.
Scene:
(1) A girl and a boy are dating in a warm and romantic environment.
(2) Girls' faces don't look good, but boys look good through glasses filled with red wine, and so on several times.
(3) After the girl drank a little red wine, even if she didn't pass through the glass filled with red wine, the girl's face became surprisingly good.
(voiceover)
"Zhu Sheng Red Wine Machine"-Drinking it often makes it "fresh"
Shooting focus:
(1) The scene layout should be dreamy.
(2) Girls' face changing should be handled properly.
public benefit activities
Idea: Different from others, we regard supporting national defense as a long-term public welfare activity of enterprises.
Subject: It is the responsibility to care about the national defense beads.
Activity mode: Every time consumers buy a bottle of "Zhu Sheng Wine Machine", Zhu Sheng enterprises will give one yuan to support national defense. Zhu Sheng enterprises will also organize some patriotic education from time to time, such as organizing children from poor areas to visit military bases and providing employment opportunities for veterans.
Live wine tasting
Creativity: We will hold an open-air reception in Hang Cheng to make Zhu Sheng red wine known to people in a short time. And show consumers the long-term preservation function of Zhu Sheng red wine in a special form.
Theme: always drink "fresh"
-"Zhu Sheng Red Wine Spot Tasting"
Activity: Hold on-site wine tasting in the prosperous areas of Hang Cheng (Wulin Square, Wu Shan Square, Jiayouhua Store, etc.). ), the Zhu Sheng red wine machine was made into a larger model (with the same texture as the commodity and the same size as an ordinary water dispenser) and put on the spot for consumers to enjoy at will, and some promotional materials on Zhu Sheng red wine were distributed on the spot. In order to attract people, we can also set up a stage on the spot and have some interactive activities with consumers.
Special activities: In order to prove the fresh-keeping function of Zhu Sheng red wine and create news highlights, you can also open a bottle of Zhu Sheng red wine machine model on the spot and invite consumers to taste the red wine poured out first. Then we put this bottle of red wine on the machine. A month later, under the supervision of the news media, we poured red wine from this bottle of wine machine again for consumers to taste. If the red wine is still fresh, the fresh-keeping function of Zhu Sheng red wine will be firmly remembered by consumers in Hang Cheng. We can use this bright spot to invite some news organizations to report on the spot to achieve good publicity results.
Advertising media strategy
1, media policy
As this advertising campaign is the first time that "Zhu Sheng Wine Machine" has put an advertisement in Hangzhou, and the enterprise is ready to invest more money, we suggest adopting an all-round media strategy.
(1) Take TV advertisements as the leading factor, put forward key demands for target consumers, and strive for the widest coverage of TV advertisements.
(2) supplemented by newspapers and radio advertisements, to convey more abundant product information to target consumers, and to inform consumers of the contents of various promotional activities in time.
(3) Brand promotion in major supermarkets and shopping malls by posting advertisements (hanging flags, etc.). ) and posts.
(4) Publicize with public transportation advertisements.
(5) Carry out large-scale outdoor advertising in major stores of Jiayou Supermarket (recommended Jiayou Store, Huadian Store and Yiwu Store).
2. Media selection criteria
(1) Choose the most influential media in Hangzhou.
(2) Choose the media that consumers have the most contact with in Hangzhou.
(3) Choose the most family-oriented media.
(4) Choose the most friendly supermarkets and shopping malls in Hangzhou.
3. Selected media
(1) TV media choose three Qianjiang channels and six movie channels in Hangzhou, which are the most in-depth families in Hangzhou. These two channels are the highest-rated TV stations in Hangzhou, which are watched by ordinary families. And the audience is closer to our target consumers.
(2) Newspapers choose Metropolitan Express and qianjiang evening news.
(3) Bus advertisements, such as 2 1 bus, go around the busy areas in Hang Cheng.
(4) Publicity of Lianhua Supermarket's flag and job cover.
(5) Advertising frequency: The media are complementary in advertising time and frequency. In the first month of advertising, the strategy of centralized advertising is adopted, that is, advertising is continuously placed in various media to save advertising expenses, maintain the continuity of advertising, and play a continuous role in persuading and reminding.
4. Overall communication strategy
Because this advertising campaign is the first advertising campaign of "Zhu Sheng Wine Machine", it needs to open the market quickly, so besides advertising, it also needs the cooperation of promotional activities. Promote consumers' desire to buy through advertising, and promote consumers' direct purchase behavior through promotion. The whole communication activity includes the following contents:
(1) Media advertising: Advertising through mass media.
(2) Point-of-sale advertising: Posting various promotional materials at all points of sale of Zhu Sheng red wine.
(3) Sales promotion activities: Sales promotion personnel are stationed at all sales points to directly promote sales.
On-site wine tasting: Invite consumers to taste Zhu Sheng red wine on the spot. And distribute some brochures made by enterprises.
Gift promotion: give small gifts to consumers who buy a certain number of products or give them in the form of buying a few and getting a few free.
Increase the promotion of packaging: make special packaging and sell it at preferential prices.
(4) Various theme promotion activities: cooperate with newspaper advertisements to carry out large-scale promotion activities to attract more consumers to buy the product. (For example, if lucky coupons are added to some commodity packages, consumers can exchange a certain number of commodities for free).
(5) Cooperation of products themselves:
Because the key attraction of this product lies in its "fresh-keeping" function, we must further improve its fresh-keeping function in packaging. If you can't even pass this level, advertising on it is tantamount to shooting yourself in the foot. On the premise of ensuring the fresh-keeping function, the aesthetics of its packaging can be further improved. Because people who drink red wine have certain tastes, I hope that the packaging can also meet their needs.
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