1. Market analysis: There are seven kinds of newspapers and periodicals about English learning published by our school, including 2 1 Century, English Weekly, English Tutorial and Crazy English. The competition is fierce. At present, I understand that the English version of Learning Newspaper is entering our school market in large quantities. It is understood that their sales model is simply to promote sales in the dormitory of the university campus, but the coverage is not wide, and it is often based on one-sided words. However, the delivery of newspapers or magazines in the later period has become the biggest problem. It often happens that newspapers or magazines are not delivered in time, or newspapers are overstocked, which does not leave a good impression on students. This is a good advantage for New Oriental English, which has just entered our school market.
Second, the sales target analysis:
Marketing target: 20 freshmen of Northwestern Polytechnical University.
Total target population: It is estimated that there will be about 3,600 freshmen.
Object demand analysis: (1) For college students who have just stepped into the ivory tower, they already have their own English learning goals in mind. After passing CET-4 and CET-6, they will strive for higher goals. (2) In our school, because there will be an English placement test about ten days after freshmen enter school, students who have been away from the exam for several months will pay more attention to this exam. However, they rarely bring their previous textbooks or materials without knowing them in advance, so this is also a favorable starting point for the promotion of New Oriental English. (3) The reform of CET-4 and CET-6 now puts forward higher requirements for the English level of contemporary college students. The effective and basic way to improve English performance is to enlarge vocabulary. It is what many freshmen want to know to find a material that can effectively help them enlarge their vocabulary and improve their overall English ability. At the same time, passing CET-4 has become the goal for students to learn English.
Third, the marketing field and personnel:
(1) On-the-spot analysis of the promotion market: Northwestern Polytechnical University has a vast territory and concentrated dormitories. (2) Sales staff: In order to better carry out marketing and sales promotion, sales staff should be located in the dormitory area of freshmen, so as to achieve favorable publicity and sales promotion, seize more markets in the school at the first time, and provide more convenience for the issuance of newspapers in the future. At the same time, considering that it is inconvenient for boys to enter girls' dormitories, salespeople should have a certain proportion of men and women, so as to establish a favorable geographical advantage! (3) According to the field analysis of the market, it is estimated that a total of about 40 salesmen will be distributed in the freshmen dormitory on campus for publicity and promotion, and about 5 people will be needed to distribute magazines in the later period.
Fourth, publicity and marketing:
Publicity theme: Read New Oriental English and be the master of the future!
Sales tenet: honesty and trustworthiness, service first, customer satisfaction!
Pre-preparation:
(1) Personnel recruitment: Considering the difficulty of early promotion, I will recruit students and friends who are more responsible, want to do it and want to stick to it, especially those who have had previous promotion experience. At the same time, considering the geographical distribution and gender ratio, the recruited personnel should be divided into five small teams, one of which is a girl, and the team leader with strong ability should be selected.
(2) Personnel training and experience exchange: As a sales team, we should have team spirit, and Qi Xin should make concerted efforts to do a good job in sales. The cultivation of team spirit requires team members to get along more and understand more. In order to get better promotion effect, it is essential to master certain promotion skills. Although a person's wisdom or experience is limited, the power of unity is infinite, which requires us to learn from experience extensively and communicate with each other. In addition, we should study hard theoretical knowledge and learn more marketing skills.
V. Marketing preparation:
(1) Arrive at school two days in advance, and make detailed promotion plan steps.
(2) Coordinate the members of the organization to boost morale!
Sixth, the promotion stage:
(1) Fixed-point publicity: At the entrance stage of freshmen, reception points will be set up at the main intersections of dormitories. Provide free drinking water for freshmen and their parents and make corresponding billboards for plane publicity. At the same time, if conditions permit, you can provide free newspapers in moderation. (2) Promotion: Freshmen go to freshman dormitory for promotion.
(3) Seize the opportunity of hometown association to help freshmen understand university life and English learning, answer many puzzles of freshmen about the university, explain the importance and significance of English at the same time, and publicize our newspaper.
Marketing strategy: focus on grasping the psychology of the sales target.
(1) First of all, give people a cordial feeling. Self-introduction is very important. You need to bring our student ID card. As a senior or senior, you should be trustworthy in the eyes of freshmen. You can introduce them to the school as seniors or sisters, just like making friends. Smile when you speak, which brings us closer together. The importance of college English learning is fully revealed in the speech: as freshmen in our school, there will be an English placement test after entering the school, which will determine which class they will learn English in. Explain clearly the importance of graded testing. Students in the fast class have better English teachers, which will help them improve their English scores and take the CET-4 earlier. And many students came to school without any books or materials related to English. Buying this magazine can make some preparations for the exam and get back the feeling of English. It can also be used in college English courses and later CET-4 study.
(2) Take a sample with you when selling, try to be concise, and don't be too commercialized when cutting into the marketing theme, which will make the fresh graduates look disgusted.
(3) If you can successfully sell the magazine, you must issue a formal subscription invoice, preferably for the magazine. And leave the contact information of the campus supervisor. If you have any questions about newspaper delivery, you can report them to the campus supervisor. At the same time, the sales staff should take the initiative to leave their contact information. If you have any questions, you can ask our seniors or seniors. Even if you can't sell it in a dormitory, you should leave your senior or senior's contact number. On the one hand, you can give freshmen a chance to turn over, and on the other hand, you can publicize it to his or her roommate and leave a way for future subscribers.
Eight, the marketing stage
(1) Collect and sort out the latest subscriptions of each group leader every day.
(2) Hold a group leader meeting every day to solve the problems encountered in sales promotion.
(3) Hold a group meeting every day to encourage the team and Qi Xin to work together!
Nine, the late magazine sent:
(1) Based on the previous analysis of the market field, it is also convenient and quick to publish magazines later. Therefore, every freshman dormitory on campus will select an individual as the sender, and each issue of the magazine will be sent out in time to give the freshmen satisfactory service and impression, which is also an effective way to occupy and expand the market.
(2) In view of the loopholes in the delivery of other magazines and newspapers, which caused a bad impression on new customers, and some even offered refunds, the delivery service in the later period must be timely and thoughtful, and a reader feedback mechanism should be established accordingly: according to the number of people subscribing to magazines in each dormitory area, the delivery personnel in this area should be arranged (one delivery personnel in each dormitory is responsible); In addition, delivery personnel should also be supervised by new customers. Customers' problems in magazine delivery, such as untimely delivery, wrong delivery, missed delivery, etc., can be reflected to the campus supervisor, who will handle them and indirectly supervise and evaluate the performance of the salesmen.
(3) In order to avoid mistakes and omissions, it is necessary to make a corresponding form to summarize the student information that the magazine sender is responsible for, and make corresponding records for each magazine on the form, so that the distribution can be carried out in an orderly manner and the customer's dissatisfaction can be avoided!
X. after-sales investigation
It is beneficial to the improvement and development of the newspaper to conduct a questionnaire survey on each subscriber and put forward the advantages and disadvantages of the magazine.
Product Marketing Plan (2)
In order to make the investment behavior of assets more in line with the objective needs and obtain the best economic benefits, the feasibility study of the project to be invested 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 * *.