Product Sales Plan (1)
1. Company Positioning and Brand Positioning
Minglian Company is a technology leader in the telecommunications and data communications industries. . The products and solutions that Minglian Technology has provided and will provide are basic products for building the Internet, including wired access fields and wireless access fields. Currently, it has established a development base in China and has achieved R&D and localization in China.
Brand positioning
A. It is a leading domestic brand equipment supplier in the field of combining telecommunications and data communication products.
B. Become a first-class network product manufacturer and supplier.
C. Drive the sales and development of the entire network product through system integration projects.
2. Sales strategy guidance and industry goals
1. Adopt a top-down sales strategy: we must not abandon large regional distributors, regional distributors are our focus development goals.
2. Emphasis on two key points; vigorously developing key areas and key agents is of extraordinary significance for achieving our sales goals.
3. Focus on developing the following industries:
(1) Residential (smart community)
(2) Hospital
(3) Education, government, finance and other industries.
1. Adopt a bottom-up sales strategy: specifically to develop small dealers and use intensive crowd tactics to accomplish this.
2. Use overall solutions to drive overall sales: Our products are required to form complete solutions and have successful cases, thereby driving the sales of the entire line of products.
3. It is blooming everywhere, with central cities and small and medium-sized cities making breakthroughs at the same time.
Size interaction: Use the sales of network products to drive system integration sales, and use system integration projects to promote the sales of network products.
4. The actual shipment volume determines the popularity of the product, and every product is a powerful advertisement.
5. Vigorously develop OEM manufacturers and quickly promote product sales and turnover.
3. Short-term marketing goals
1. Goal: to achieve rapid growth in marketing performance in a short period of time: to make its own products a well-known brand in the industry by the end of the year, replacing domestic counterparts. A part of the market for horizontal products forms a competitive relationship with foreign products. Cross the point of generation and become a fast-growing, successful brand.
2. Committed to developing the distribution market, developing to 100 distribution business partners by the end of 2000, developing to about 200 system integrators, and achieving certain marketing performance in the above industries.
IV. Basic concepts and rules of marketing
1. Basic concepts of the marketing team;
A. Open mind:
B , Defeat yourself:
C. Professionalism;
2. Basic rules of marketing:
A. Distribution partner name: divided into two categories: one. Distribution customers are our key partners. The second is system integration customers, which are our basic customers.
B. Every employee should not think that he is a new brand.
C. The competitors are domestic manufacturers of similar products.
D. Basic characteristics of target customers in the distribution market
(1) Companies in the growth category in the market have strong ambition and desire to generate.
(2) Internet companies that occupy an important position in the local Internet market.
(3) System integrators with good industry background and digestion capabilities.
5. Marketing model
1. Channel establishment model:
A. Adopt a step-by-step approach, first initial the agreement, and then make a sales forecast form , formally signed the agreement and ordered the first batch of goods. If the goods are not purchased, the agency agreement cannot be signed (initial agreement adopts: fax of registration form, product order, formal agency agreement)
B. Take the method of finding important customers and negotiate to push the goods to distributors in hand, and then our sales and marketing support keep up.
C. Create a competitive mentality among agents. Having a local potential customer in the negotiation gives us the initiative and a high profile. You cannot enter the market with a low profile.
D. After initialing the agreement, the name of the initialing agent can appear in our advertisements, picking up the contradiction between the distributor and the original manufacturer, and we take the opportunity to enter the market.
E. In the local regional market, ensure that there is a local second-level agent who can become the first-level agent at any time, so as to threaten and promote the first-level agent.
2. Provide credit rating support to agents (specify the credit rating method)
A. Classification of customers: first-level agents in the region (A), second-level agents in the region Agents (AA), system integrators (AAA)
B. There are 20 A-level companies and 100 AA-level companies. Only A-level companies can have credit support.
C and A-level credit rating evaluation standards:
1) Signed a formal authorized marketing agreement and completed the filing with Minglian Company.
2) Monthly orders within the first three months comply with the sales volume specified in the authorized marketing agreement.
3) There have been no malicious bankruptcies or commercial disputes in commercial exchanges within three months.
4) Actively explore markets and independently operate local market activities. Cooperate with the company's marketing activities.
5) There is no violation of the provisions of the authorized marketing agreement.
VI. Price strategy
1. The principle of high quality, high price and high profit margin!
2. Develop a more realistic price list: The price list is divided into two levels, the public quotation from the media and the lowest price for market sales.
3. Develop higher monthly and quarterly rebate policies to control the marketing system.
4. Strictly control the price system to ensure price distance-level profit margins between first-level distributors, second-level distributors, system integrators, and end users.
7. Channel sales strategy
1. There are push and pull forces in the market. To grow rapidly, you must use driving forces. It takes a long time to cultivate. To this end, we will focus mainly on developing channel distribution. In addition, the personnel responsible for major customers and system integration personnel focus on the industry market and system integration market, and strive to complete 4 to 5 sample projects within three months to provide internal Build confidence in personnel and ASMI. By the end of the year, complete your marketing quota.
2. Short channel strategy: There are four types of customers: A, AA, system integrators, and industry customers. They can establish a direct connection with us.
3. Vertical contact between business teams and maintaining efficient communication can enable rapid response. Team building flat.
4. Sell products with a professional spirit. Value = Price Technical Support Service Brand. What is actually being sold is a solution.
5. When conditions are ripe, a logistics center will be established to solve our difficulties in the local market, because the logistics center serves as a financing platform, a financial platform, and a logistics platform.
8. After-sales service system
1. You can sign an authorized maintenance center agreement with the distributor (A). Spare parts support available. Dedicated personnel are responsible for spare parts replacement and repair work at authorized repair centers across the country.
2. 1% of the sales volume in the past three months will be used to provide maintenance spare parts.
3. Establish a special authorized maintenance center and pay a certain fee.
4. For after-sales technical consultation, a customer consultation record form is set up to record customer consultation questions. The company's website opens a special BBS.
9. Development of training
1. Training of certified engineers. Divided into junior and senior levels. And carry out training for professional sales engineers. The former was paid training, and the latter was free training.
2. The training is advertised to promote the richness and authority of the content.
3. Make an enrollment brochure and promotional page and publish them online. At the same time, a brochure will be printed, including an introduction to the course content.
4. Make an agreement on authorized training centers and cooperate in running schools.
5. Online training, examination, and certificate of completion.
10. Professional network site
1. Company image, product introduction, manuals, driver downloads. answer. news.
2. Electronic services. Such as information and pictures.
3. E-commerce. Customer orders, goods inquiries, inventory inquiries, etc.
Eleven. Internal staff reporting system and sales decision-making
1. Hold a work meeting every Monday and submit a work report, the content of which is:
A. Sales completed this week
B. Progress of channel development this week
C. Work plan and sales forecast for next week.
D. Difficulty.
E. The month-end meeting will conduct sales ranking of business personnel. Reward system.
2. Price control
A. Unified price and discount system.
B. Price approval system
3. Work order system
4. Do a good job in sales support; calculation of performance, discounts, and rebates within a certain period of time , order processing, distributor performance ranking
5. Prepare a sales manual; including the agent’s game rules, technical support, the work scope and functions of the marketing department, problems that can be solved and support provided Wait for explanation.
Product sales plan (2)
1. Market analysis:
Analysis content:
1. Product performance in the past year Market Situation
2. Market Current Situation
Analysis method: SWOT analysis method - understand the pattern and situation of market competition, combine the shortcomings and opportunities of the enterprise, integrate and optimize resource allocation.
(1) S
(2) W
(3) O
(4) T
2. Marketing Ideas
This is the spiritual program, direction and soul of the sales plan.
Specific ideas:
1. Establish a marketing concept for all employees
2. Implement in-depth analysis and guide dealers to directly operate the terminal market in a planned and focused manner
3. Comprehensive use of marketing mix strategies such as product, price, channel, promotion, communication, and service to form a strong marketing synergy.
3. Sales target:
This is the starting point and foothold of all marketing work.
1. Based on past sales and a certain growth ratio (eg; 20-30), determine the current year’s sales.
2. Be specific to each month, assign responsibility to each person, and quantify it to each person. Segment into specific markets.
3. Weigh the relationship between sales goals and profit goals, and be an operational marketing talent.
4. Reasonable product structure, subdivided products into A, B, C, etc.
Product A: high-priced, image-profitable products
Product B: Affordable, low-profit, high-volume products
Product C: low-priced, strategic cannon fodder products
The proportion is: A:B:C=1:2:3
IV. Marketing Strategy
This is the tactical breakdown of the marketing strategy and is a strong guarantee for the smooth realization of the company's sales goals.
1. Product strategy: adhere to differentiation and characteristic clusters
2. Price strategy: high quality, high price, in line with industry pacesetters; pricing based on freight and quantity.
3. Channel strategy: open up schools, communities, commercial areas...implement all-round, three-dimensional breakthroughs
4. Promotion strategy: chain promotion - "linkage", involving Move the whole body with one move
5. Team management
1. Personnel planning
2. Team management
6. Cost budget - —The capital utilization rate of the enterprise must be maximized so as not to deviate from the market development track
1. Trade purchase capital
2. Salaries
3. Travel expenses
4. Management fees (property management, industry and commerce, taxation, etc.)
5. Property rental fees (water, electricity, communication network, etc.)
6 , Training expenses
7. Public relations expenses
8. Other miscellaneous expenses
Product sales plan (3)
1. Project content
1. Project name
2. Main products
3. Production program (phased implementation must be noted)
2 , Introduction to the project unit
1. Company name, location, history, assets, main facilities, ownership (including fixed assets, intangible assets, patents, brands)
2. Company talents: First, the overall quality of the leadership team, second, the personal quality of the project director and technical director, and second, the overall quality of the technical team. Qualities include academic qualifications, professional titles, experience, performance, team spirit, and background.
3. Overview of the company’s operations: List in tables the operating income, production efficiency, technical quality indicators, production and sales rate, production rate, per capita income, total pre-tax profit, and market coverage (referring to region) and share (referring to the total actual market demand), asset appreciation
4. The company's current main products and production capabilities, and current new product development.
3. Project technology
1. The technological advancement of project products: First, compared with the international leading level and the same domestic level, the main technical performance indicators, appearance, and new technologies Update the alternative cycle and other major content lists for comparison. The second is to use evidence such as demonstration reports, user feedback, award certificates, and physical displays to speak for themselves. The third is to prove technological innovation capabilities with talents, expertise, performance, creative planning, etc. The fourth is close technical cooperation with universities and scientific research institutions.
2. Planning and measures for technological upgrading.
IV. Product Quality
That is, it explains how to establish an effective quality assurance system from the aspects of raw materials, procurement of outsourced parts, control of the production process, and actions of the quality assurance system. .
V. Market demand
1. Market positioning: After market research, analyze customer groups and classify them by region, consumption purpose, consumption level, and consumption habits to determine what products to produce. and the direction of product entry into the market.
2. Market analysis:
(1) Market division: First, regional division, second, division of a certain grade of products, predicting market share respectively;
(2) Target division: that is, target area and target occupancy.
(3) Target market division strategy, that is, the strategies and tactics adopted to achieve market goals and share goals.
(4) Market sincerity According to market research, after clarifying customer groups, quantitative and qualitative analysis of customer consumption needs must be made.
3. Industry analysis:
(1) Clarify the current status of the industry, especially the main competitors (including competitors’ talents, innovation capabilities, quality and service, price, strategies and tactics and market expansion, etc.)
(2) Clarify competition and purchase types. At what levels will the competition mainly take place? Analyze purchase types from the perspective of consumer objects and product performance, such as groups, individuals, seasons, communication, investment, supporting facilities, etc.
4. Market forecast
6. Product cost and price positioning
1. Product cost: first, product cost composition and value; second, how to use materials Purchasing, production and management to reduce production costs.
2. Product sales price positioning (including positioning price and positioning strategy, static price positioning and dynamic price positioning, etc.).
7. Sales strategy
1. Sales model;
2. Sales policy;
3. Sales measures;
4. Promotional means;
5. Sales network;
6. After-sales service system
8. Total investment and composition
1. Total investment
2. Financing channels
3. Construction plan timetable and fund usage composition (reflecting careful budgeting and using money wisely; for large projects For example, do not require funds to be provided in one step)
9. Financial analysis
1. Important financial indicators: capital flow, cost, unit product required for normal production in the past three to five years Profit rate, sales amount, return on investment, asset appreciation.
2. Break-even analysis, including the minimum output suitable for production capacity, the minimum expenditure required for the most effective output and the maximum expenditure taking into account various risks, to calculate the break-even point .
3. Planned profits and losses: The amount of profits and losses that are expected to be caused by various risks.
4. Planned cash flow: Calculate capital flow and capital turnover cycle based on full-load production, capital withdrawal cycle, fixed inventory, and goods in transit.
5. Plan balance sheet.
10. Policies
1. National macro-industrial policy.
2. Local or industry micro-policies.
11. Risks
1. Any project has risks, and it is abnormal to have no risks. Projects have different risks at different stages, reflected in market, management, technology, policy, finance and other aspects. For predictable risks, there must be an objective and logical analysis, and for unpredictable risks, there is no need to go into details.
2. Means and measures to prevent risks.