For the company's product promotion plan, we generally need to prepare the plan in advance before promoting the product, so as to ensure that things are carried out in an orderly manner and can help us. Let's give you a company's product promotion plan.
Company Product Promotion Plan 1 I. Promotion Purpose
1, so that the target consumer groups can understand the functions and effects of new products in the shortest time, shorten the length of the promotion period of new products, enter the growth period as soon as possible and create benefits.
2. Let the target consumers have the desire to try out and gradually cultivate into brand loyalists.
3. Improve brand awareness and reputation.
4. Increase the sales of products sold on the website.
5. Consolidate the customer relationship of distributors, seize the high match between channels and terminals, and enhance the confidence and enthusiasm of distributors.
Second, the preliminary market survey
This market survey is mainly to provide scientific basis for the promotion of ecological mineral water in Taohua Island. The contents, methods and locations of the survey are shown in the following table.
Table on the implementation of market survey
Survey content
1. In-depth interview with management.
2, marketing staff group discussion or questionnaire survey.
3. Channel investigation: the types and characteristics of mineral water sales channels, and the channel policies of well-known brands.
4. Terminal research: types and characteristics of mineral water sales terminals, terminal image, terminal display, terminal shopping guide, terminal promotion activities, etc.
5. Dealer survey: basic information of dealers, number and sales volume of brands, understanding of local mineral water market, and whether there are plans to distribute new brands, etc.
6. Consumer surveys: in-depth interviews, questionnaires, group discussion surveys, second-hand materials, etc. Understanding of ecological mineral water, familiar brands and main factors affecting purchase.
Investigation location XXX area.
Third, product strategy.
1, product positioning: brand positioning in the high-end series.
2. Price strategy
(1) Using monopoly and joining to keep the price of direct users unified is beneficial to brand image building.
(2) Ensuring a certain high profit for dealers can attract more dealers to join and improve the speed of market expansion.
(3) The product price is between the small brand and the big brand in the target market.
Fourth, product promotion.
1, advertisement
The company's advertisement for Taohuadao ecological mineral water mainly emphasizes product characteristics, practical value, brand differences and the benefits that consumers can get.
TV advertisements are mainly from municipal stations and county stations; Newspaper advertisements are mainly for the early stage of investment promotion activities, and at the same time, the Taohuadao ecological mineral water produced by our company is publicized with the help of industry magazines and industry websites, achieving the following effects.
(1) Establish product awareness and stimulate market interest.
(2) Enhance the corporate and brand image.
Step 2 promote
On holidays or weekends, we will carry out promotional activities in various forms to improve the popularity and sales of ecological mineral water in Taohuadao.
3. Event marketing
(1) Sponsor major events.
(2) Provide Taohua Island ecological mineral water for relevant groups free of charge. V. Listing arrangements for electric vehicles.
1, time to market: XX
2. Listing area: take Taizhou as the center and expand to the surrounding areas.
Verb (abbreviation of verb) terminal strategy
1. Some advantageous docks will be built to further enhance the influence of ecological mineral water in Taohua Island.
2. Strengthen the terminal image construction and improve the terminal sales force.
3. Improve the execution of terminal shopping guide.
Service strategy of intransitive verbs
1, open a service hotline to properly handle customer complaints.
2. Establish customer files
3. Ask for suggestions from customers, improve brand reputation and enhance customer loyalty.
4. Pay attention to pre-sale and in-sale services, and improve the customer churn rate.
Seven. Responsibilities of relevant departments
1, Investment Promotion Department: mainly responsible for the formulation of the overall investment promotion plan and the implementation of investment promotion activities.
2. Marketing Department: mainly responsible for market research, marketing planning and advertising management.
3. Sales Department: mainly responsible for product sales, industry front-line information and customer feedback collection.
4. Logistics Department: mainly responsible for the procurement of spare parts and the distribution of products.
5. Customer service department: mainly responsible for customer consultation on product technology and after-sales service.
Company's product promotion plan 2 I. Market background analysis and promotion purpose
1, market background
A. the development of this product has just started, and it still has great development prospects at home and abroad. At present, it is far from being in short supply.
B. At present, there is still a big market gap in litchi wine market. If the enterprise can seize the opportunity, it can occupy the local markets well. However, the current litchi wine brand has not yet played a role. In order to better expand the market, we have made this promotion plan.
2. Promotion purpose
Open up the market, establish the brand image of the enterprise and increase the income of the enterprise.
3. SWOT analysis of existing products:
S Advantage: At present, there is no large-scale and specialized litchi wine production factory at home and abroad (except us). If the Li Shen litchi wine market is spread out, it will form a commercial monopoly.
W Disadvantages: The technical development and research are still immature, and people don't know much about litchi wine. Poor sales channels and limited financial strength of enterprises.
O Opportunity: It was selected as the special designated wine for the 20th China Economic Forum held in the Great Hall of the People in 20xx, and Guangdong Lingnan was invested by Duofu Life High-tech Co., Ltd.
T threat: suppression of other kinds of wines that have occupied the market. Competition of similar products
Second, the product promotion mode:
1. TV advertisement
Put a proper amount of TV advertisements on TV to establish the brand image of our products and let more people know about litchi wine.
2. Advertisements in newspapers and magazines
At present, the financial strength is not strong enough, and it has just started. The cost of using TV media advertising is high, and there are no sales outlets in various regions. It is most appropriate to use newspapers and magazines, which is also within the allowable range of our enterprise.
We can use local media broadcasts to introduce and promote our products and establish a brand image.
Three. Description and core interest analysis:
1, the taste, function, packaging, specifications, container capacity, price, gross profit and target consumer groups of litchi wine were described in detail.
2. Advantages of similar competitive products
For example, the statistics of anonymous tasting test results between this product and competing products, and how much is this product superior to competing products in price and channel profit? The functions of our products are unique, and the reliability of this function development.
3. What are the special advantages of our products compared with competing products (that is, the core interests of our products), which provide favorable support for the promotion of litchi wine?
Finally, we come to the conclusion that we have sufficient reasons (advantages) to win, and we will definitely win!
Verb (abbreviation of verb) Specific action plan for product promotion and listing.
1, listing progress of litchi wine: first open the market in big cities, then extend to small and medium-sized cities, and finally extend to various towns and villages.
2. Distribution schedule: When the products are distributed in supermarkets, wholesale and retail channels in various regions, it is required to reach the number of distributors and distribution rate in various regions.
3. Consumer promotion: What kind of promotion activities do local salespeople do for stores and consumers in supermarkets, wholesale, retail and family areas? Implementation of specific details such as time, place and method.
4. Promotion activities:
In view of the publicity of litchi wine, the specific broadcast time and frequency of advertisements invested by enterprises, samples of various promotional products and old-age AIDS, delivery areas, ways and people, etc.
Other intransitive verbs:
1, litchi wine sales forecast: forecast the monthly sales volume of the product within one year, at least three months, otherwise the production unit and the sales unit cannot coordinate production and sales.
2. Cost budget: The cost plan of advertising and promotional activities for product promotion is actually the "top priority" of the promotion plan. Your boss must see how much he will pay and how much he will spend to decide whether to approve your plan. Therefore, the cost budget should be as accurate as possible and make some "surpluses" appropriately; Otherwise, when the cost of new product promotion is seriously overspent in the future, you will be miserable!
3. Evaluation of product profit and loss: Enterprises with standardized operations generally pay special attention to the evaluation of financial income, so it is essential to make a "product profit and loss evaluation form"; Generally, it includes sales revenue, production cost, gross profit, sales expenses, management expenses, operating profit and so on.
These data need to be confirmed and calculated by the product manager with the assistance of the financial department. Product profit and loss evaluation can provide a basis for you to implement this product promotion plan. Timely modify the places that need to be adjusted in the promotion.
Company's product promotion plan 3 I. Purpose of investigation
1 provides scientific and objective data for Huawei's technical declaration.
2. Through objective and in-depth market investigation and analysis, fully understand the customer's demand and price definition level of 1 service.
3. Understand the scale and distribution of potential customers.
4, according to the investigation and analysis to determine the product positioning, market prospects, and make market potential assessment.
5. The research and development, technical realization and marketing of the project will face market risks.
Second, the survey object
1, people near the school (select the appropriate respondents by sampling survey, taking individuals as the unit)
2. Working people
Third, the content of the investigation
1. Investigation of the product itself
2. Demand market survey
consumer preference
purchase decision
purchasing behavior
④ The ability to pay the price.
⑤ buying crowd
3. Competitive market survey
① Main competitors
② Advantages and disadvantages of each competitor.
4. The importance of the first service market research.
Fourth, collect information.
1, consumer's purchase intention
2, the needs of consumers in different fields
3. Understand the competition of similar businesses.
4. Consumer requirements for products
Verb (abbreviation for verb) to make a sampling plan
1, stratified sampling
First, according to the characteristics of this field as a grading standard.
B, take a sample with a sample size of 500 in proportion.
2. Sample requirements
A, no one in the family works in a communication company, and no one works in a distribution position.
B, no family members have accepted the market survey of similar products in the last six months.
C. Respondents often use mobile phones, fixed lines and other communication tools.
Sixth, design the questionnaire.
Through the understanding of the "No.1 service" market, the investigation, summary and analysis of consumer data, the questionnaire is designed.
Seven. Investigation progress
Stage 1: preliminary market survey 1 day.
The second stage: make a 2-day plan.
Review the plan for half a day
Determine a half-day correction plan
The third stage: questionnaire design 1 day.
Half-day questionnaire revision confirmation
The fourth stage: implement the plan for 2 days.
The fifth stage: research and analysis for 2 days.
The survey began the next day after the plan questionnaire was confirmed.
Eight, information analysis
1. By combing the purpose of the survey and the information collected, a questionnaire was designed and analyzed.
2. According to the questionnaire survey data table.
Nine. Investigation budget (omitted)