In order to ensure that things or work are carried out smoothly, we need to start the plan formulation work in advance. A plan is a written plan formulated after comprehensively considering the factors related to the thing or problem. What are the characteristics of excellent solutions? Below are the product plans I have collected for everyone. They are for reference only. I hope they can help you. Product planning plan 1
1. Market analysis
Market analysis is definitely indispensable. For a long time, domestic residents have had a low level of living standards and have been concerned about "kitchens" and "bathrooms" The consumption of small household appliances, which are the main service targets, is very small. According to statistics, the current average number of small household appliances owned by urban households in China is only three or four types, while the number in European and American countries is as high as 37 types.
According to statistics, at least 2.6 million households in China move into new homes every year. As people's living standards improve and they pay more and more attention to "kitchens" and "bathrooms", the accelerated popularization and upgrading of small household appliances will inevitably It has hatched an amazing market driving force, and the market development prospects of small household appliances are very broad. In the next 2 to 3 years, my country's small household appliance industry will enter a golden stage of development, and the annual growth rate of market demand may exceed 30%.
Currently there are only two types of small household appliances for bathroom heating: bathroom heaters and heaters. There are currently 376 companies producing bath heaters in the country. Domestic sales in 20xx were estimated at 4 million units, 5.5 million units in 20xx, and 7 million units in 20xx, with sales exceeding 1 billion yuan. Among urban households, the ownership rate of bathroom heaters is less than 15% (in 20xx), and domestic consumers’ recognition of bathroom heaters reaches 82%, indicating a huge market space.
Bath heaters have an absolute advantage in bathroom heating equipment. Among them, Hangzhou Aopu bathroom heaters had annual sales of 260 million yuan in 20xx, ranking first in market share. At present, most of the manufacturers that produce bathroom heaters and heaters are concentrated in Zhejiang and Guangdong, but most of them are small factories. Most of them are imitations or OEMs, and their independent research and development capabilities are not strong.
In the Yangtze River Basin of my country, most residences do not have heating, and bathing and heating in winter have always been a big problem. Although there are bathroom heaters and heaters, people are looking forward to a simple and effective heating appliance. According to my survey, people have a good impression of this product and the market potential is huge.
Compared with the bathroom heater and heater market, the sales market of this product is at least 500-100 million yuan. We can take advantage of our patented technology to quickly occupy the bathroom heating equipment market and establish our own brand and sales network.
2. Setting goals
Our goal is to produce samples and enter the market in a few years, develop 10-15 agents at or above the prefectural level, and have sales of 2 million Yuan or more, sales will reach 5 million in 20xx, and sales will reach 20xx million within a few years, with profit margins maintained at 30-50.
3. Use of funds
Since this product has never been on the market before, the initial sample trial production, mold development and other expenses will be relatively large, estimated at 100,000-150,000 yuan;
Various certifications, licenses, trademarks: 50,000 yuan;
Company establishment, purchase of relevant office supplies, personnel recruitment, company website, etc.: 100,000 yuan;
Rent, water and electricity expenses, staff salary (half a year): 150,000 yuan;
Participation in exhibitions, advertising fees: 100,000 yuan;
Small batch production cost (5,000 pieces): 20-250,000 yuan;
Working capital: 200,000 yuan.
Total: 1 million yuan.
IV. Product Cost and Profit Analysis
In order to save costs and reduce investment risks, the initial small batch production will mainly be outsourced processing, and production equipment will not be purchased for the time being. This product mainly includes: barrel, lid, heating plate, leakage protector, anti-dry burn protector, switch, steam adjustment plate, base, and sealing ring. Among them, the heating plate is 7-8 yuan, the leakage protector is 12 yuan, the anti-dry burn protector is 1.5 yuan, and the switch is 0 yuan.
5 yuan, and the rest are plastic parts, priced at 15 yuan. In addition to product packaging, wiring screws, shipping costs, etc., the total cost is less than 40 yuan.
The wholesale price is tentatively set at 80 yuan, and the gross profit per unit is 40 yuan. It is estimated that the investment can be recovered and a slight profit will be made in two years.
(The above data is from the surveyed spare parts dealers, and there is the possibility of downward fluctuation)
5. Sales prospects
There is currently no similar product on the market Products, product sales pressure is less. It is recommended to use the existing sales network of electrical appliance wholesalers in various places for agency sales. We have contacted many merchants and have initially reached sales intentions.
6. Cooperation plan
This patented project is a non-service invention, and the patent rights are owned by individuals. The specific cooperation methods shall be negotiated and agreed upon by both parties.
7. Raw material supply plan
Outsourced production is possible, no special requirements.
8. The future of this project
Since this product is easy to manufacture and the threshold is not high, it is inevitable that it will be copied. In addition to strengthening anti-counterfeiting efforts, continuous product upgrading is also a necessary means to expand the market. At present, we have developed two samples and are preparing to launch 3-5 new products next year. With the upgrading of products, we will be able to firmly establish ourselves in the market. Product Plan 2
In order to make asset investment behavior more in line with objective needs and obtain the best economic benefits, a feasibility study should be conducted on the proposed investment project before specific investment. Its main task is to demonstrate the technical feasibility and economic efficiency of new construction, renovation, and expansion projects, and to predict the economic benefits after investment to provide reliable basis for investment decisions.
Basic framework of marketing planning:
1. Analyze marketing opportunities
1. Manage marketing information and measure market demand.
(1) Marketing intelligence and research.
(2) Forecast overview and demand measurement.
2. Evaluate the marketing environment
(1) Analyze the needs and trends of the macro environment.
(2) Identification and response to major macro-environmental factors (including human statistical environment, economic environment, natural environment, technological environment, political and legal environment, and social and cultural environment).
3. Analyze the consumer market and purchasing behavior
(1) Consumer purchasing behavior pattern.
(2) Main factors affecting consumer purchasing behavior (including cultural factors, social factors, personal factors, psychological factors, etc.)
(3) Purchasing process (including those involved in the purchase) Role, purchasing behavior, various stages in purchasing decision-making)
4. Analyze the group buying market and group buying behavior (including the comparison between the group buying market and the consumer market, participants in the group buying process, institutional and government markets)
5. Analyze the industry and competitors
(1) Identify the company’s competitors (industry competition concept, market competition concept)
(2) Identify competitors strategy.
(3) Determine the goals of competitors.
(4) Evaluate competitors’ strengths and weaknesses.
(5) Evaluate competitors’ response patterns.
(6) Select competitors for attack and avoidance.
(7) Balance customer orientation and competitor orientation.
6. Determine market segments and select target markets
(1) Determine the levels, models, and procedures of market segments, and the basis for segmenting the consumer market, () Segmentation The basis of the business market and the requirements for effective segmentation.
(2) Selection of target market, evaluation of market segments, and selection of market segments.
2. Develop marketing strategy
1. Marketing differentiation and positioning
(1) Product differentiation, service differentiation, channel differentiation, image difference change.
(2) Develop positioning strategy - how much difference to introduce, and what kind of difference to introduce.
(3) Communicate the company’s positioning
2. Develop new products
(1) Challenges in new product development, including external environment analysis (opportunities and threats) analyze).
(2) Effective organizational arrangements and structural design.
(3) Manage the new product development process, including marketing strategy development, business analysis, market testing, and commercialization.
3. Management life cycle strategy
(1) The product life cycle includes demand, technology life cycle, and various stages of the product life cycle.
(2) Marketing strategy in the product life cycle, introduction stage, growth stage, maturity stage, decline stage, summary and comments on the concept of product life cycle.
4. Position yourself - design marketing strategies for market leaders, challengers, followers and fillers.
(1) Market leader strategy, including expanding the total market, protecting market share and expanding market share.
(2) Market challenger strategy, determine strategic goals and competitors, choose an offensive strategy, and select a specific offensive strategy.
(3) Market follower strategy.
(4) Market filler strategy.
5. Design and manage global marketing strategy
(1) Decision on whether to enter the international market.
(2) Decisions about which markets to enter.
(3) Decisions on how to enter the market, including direct export, indirect export, licensed trade, direct investment in joint ventures, and internationalization process
(4) About marketing plans Decision-making (4P)
3. Marketing plan
1. Management of product line, brand and packaging
(1) Product line portfolio decision-making.
(2) Product line decision-making, including product line analysis, product line length, product line modernization, product line specialization, and product line reduction.
(3) Brand decision-making.
(4) Packaging and labeling decisions.
2. Design pricing strategies and plans
(1) Setting prices includes selecting pricing targets, determining demand, estimating costs, analyzing competitor costs, prices and offerings, and selecting pricing methods , select the final price.
(2) Revised prices, geographical pricing, price discounts and allowances, promotional pricing, differential pricing, and product mix pricing.
3. Select and manage marketing channels
(1) Channel design decisions
(2) Channel management decisions
(3) Channel dynamics
(4) Channel cooperation, conflict and competition
4. Design and manage integrated marketing communications (developing effective communications, including identifying target audiences, determining communication goals, and designing information , select communication channels, prepare overall promotional budget, manage and coordinate integrated marketing communications).
5. Manage advertising, sales promotion and public relations.
(1) Develop and manage advertising plans, including determining advertising goals, advertising budget decisions, advertising message selection, media decisions, and evaluating advertising effects.
(2) Sales promotion
(3) Public relations
6. Management of sales team
(1) Sales Team design, including sales force goals, sales force strategy, sales force structure, sales force size, sales force compensation)
(2) Sales force management, including signboards and selection of sales representatives, sales representative training, The supervision of sales representatives, the efforts of sales representatives, and the evaluation of sales representatives.
IV. Management Marketing
1. Marketing organization, the evolution of the marketing department, methods of organizing the marketing department, the relationship between the marketing department and other departments, and establishing a company-wide marketing-oriented strategy.
2. Monitor marketing execution to ensure the effectiveness of marketing.
3. Control marketing activities, annual plan control, profitability control, and efficiency control.
4. Carry out strategic control based on the information from the marketing department.
The "Tianyi Panoramic Multimedia Teaching Series Software" developed by the Sino-US joint venture Beijing Lairuan Electronic Technology Co., Ltd. will be fully launched on the market in **. In order to successfully introduce this product, Beijing Zhicheng was specially entrusted AIA Information Consulting Company (AIA Consulting Company) developed a marketing planning plan for it. The planning plan analyzes the teaching software market environment and market opportunities, positions the target market and target consumers of Tianyi Software, and proposes an annual marketing plan for **. Product Plan 3
Preface
We know that immersing yourself in the bright red color of wine under the flickering light is a pleasant psychological enjoyment, and drinking wine is even more so. It is a physiological enjoyment that detoxifies, nourishes the skin, strengthens the stomach and activates blood circulation, and its nutritional content is better than that of 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 it every day. The main reason is that the preservation of red wine is relatively poor. Once opened, it must be consumed within three days, otherwise it will easily deteriorate.
Now with the arrival of the "Holy Pearl Red Wine Machine", this problem has been solved. It uses the new patented technology of the 21st century (Patent No.: 0321158.4) "bag-in-box" packaging, which effectively prevents When air enters and the sun shines on it, it can be kept fresh for a long time. The shelf life is up to 6 months after opening, making your wish to drink a little every day easily come true.
This planning document mainly focuses on the packaging function of Shengzhu wine, emphasizing its "freshness" characteristics to meet the needs of customers to drink a little every day.
Consumer Analysis
(1) The target consumer group is mainly middle-aged, with an income above the middle level, needs for health care and beauty, and usually has the habit of drinking red wine.
(2) Potential consumers: Mainly middle-aged and elderly women, with above-average income. These people are not in the habit of drinking red wine, but they have health and beauty needs. All we need to do is to provide them with Promote the benefits of drinking red wine every day and the "freshness preservation" function on our Shengzhu wine packaging to guide them to become our target consumer group.
(3) Consumption behavior of existing red wine consumer groups: They mainly buy in supermarkets, hotels, and bars, with relatively high designated purchase rates and relatively low brand loyalty.
(4) Attitudes of existing red wine consumers: There is obvious dissatisfaction with the fact that once red wine is opened, it cannot be kept fresh for a long time. This becomes an opportunity for our Shengzhu red wine machine to open up the market.
Product Analysis
(1) Advantages:
The biggest advantage of Shengzhu Red Wine is the uniqueness of its packaging, which is different from any other product on the market. It has the function of long-term preservation, and the shelf life is up to 6 months after opening! Suitable for the needs of daily red wine drinkers.
It tastes good and can meet the needs of general consumers.
(2) Disadvantages:
The product image is vague
The product packaging is not modern and not beautiful enough. The packaging is obviously not of high quality and does not meet the price positioning of the product. It is recommended to improve the packaging quality of the product. to match its price image.
The price is high and cannot meet the needs of many consumers with lower incomes to drink a little every day. It is recommended to lower the selling price to attract more potential consumers.
Analysis of competitive environment
With the rise of domestic red wine consumption, red wine has attracted a large number of consumer groups with its unique taste.
Many companies have taken a fancy to the wine market, making the competition in the red wine market unprecedentedly fierce. Currently, in the domestic market, domestic red wine companies such as Great Wall, Changyu, and Dynasty control more than 80% of the country's market share. In the important red wine consumption market of South China, the combined market share of the three brands Great Wall, Changyu and Dynasty exceeds 60%. Great Wall Red Wine ranks first in terms of comprehensive market share in the four regions of North China, South China, Southwest and Northwest China. Among them, in the southwest region, the comprehensive market share of Great Wall red wine reached 66.13. Changyu and Tonghua wines ranked first in East China and Northeast China respectively.
Competitors’ advertising strategies are mostly based on emotional appeals, exaggerating the mood of drinking red wine. Shengzhu Red Wine should find a new approach in advertising performance and adopt an advertising strategy that focuses on functional appeals. Focus on promoting the freshness-preserving function of Shengzhu red wine.
Product positioning strategy
Price positioning:
The price positioning of Shengzhu red wine should not be too high, because our purpose is to make Shengzhu red wine machine an everyday product for people. It is a tool that makes drinking red wine convenient for everyone. However, since Shengzhu red wine has its added value in terms of packaging functions and other aspects, its price positioning is more appropriate in the mid-to-high price range.
Functional requirements:
The difference between the Shengzhu wine machine and other similar products on the market lies in the preservation function on its packaging, which makes it easy to store after opening.
Based on the above complaints, we position Shengzhu Red Wine as a mid-to-high-end easy-to-preserve red wine
Advertising appeal strategy
A. Advertising appeal objects
The target consumer group is mainly middle-aged, with a middle-income or above, needs for health care and beauty, and usually has the habit of drinking red wine.
B. Key points of appeal
The advertising appeal starts from the fact that consumers like to drink red wine, but red wine is not easy to keep fresh and can easily deteriorate once opened, to highlight the difference between the Shengzhu red wine machine and the General red wine has the function of long-term preservation and is suitable for home drinking.
C. Appeal method
Emotional appeal strategy is a commonly used appeal method for similar products. It can contain rich life and emotional content and have a better effect on the appeal target. , therefore, it is recommended that the advertisement of “Holy Pearl Red Wine Machine” should also use perceptual appeals as the main appeal method. Specifically, it can be expressed through life scenes, characters and life scenes in daily life.
TV commercial text script (1) - preservation chapter
Scene 1:
(1) A man is waiting for himself in a carefully decorated home
(2) When it was almost time for the date, the man opened a bottle of red wine.
(3) At this time, the man received a call from his girlfriend saying that he had something to do and could not come today.
(4) Because the wine had already been opened and for fear of spoiling, the man could only drink the red wine alone (with a depressed expression)
Scene 2:
(1 ) In the same scene as the first one, another man was also waiting for his girlfriend at home
(2) When it was almost time for the date, the man opened a bottle of red wine, but he opened the Shengzhu red wine machine.
(3) At this time, the man received a call from his girlfriend saying that she had something to do today and couldn’t come.
(4) After hanging up the phone, the man smiled and said to himself, next time When you come, let's drink this bottle of Shengzhu red wine together.
(Voice-over)
"Holy Pearl Red Wine Machine" - Drink often "fresh" TV commercial text script (2) - Beauty and health care
Idea: Use montage techniques to virtually express the beauty effects of the Holy Pearl Red Wine Machine.
Scene:
(1) In a warm and romantic environment, a girl and a boy are dating
(2) The girl’s expression It looks bad, but when the boy holds the glass of red wine, the girl’s face looks very good. This is repeated several times
(3) After the girl drinks a little Shengzhu red wine, even if she doesn’t Through the glass of red wine, the girl's face became surprisingly better. (p> ) The scene must be arranged with a dreamy mood
(2) The changes in the girl’s face must be handled appropriately.
Public welfare activities
Idea: Be different and use support for national defense as a long-term public welfare activity for enterprises.
Theme: Shengzhu has a responsibility to care about national defense
Activity method: For every bottle of "Shengzhu Red Wine Machine" consumers buy, Shengzhu Enterprises will spend one yuan to support national defense cause. Shengzhu Enterprise will also organize some patriotic education from time to time, such as organizing children in poor areas to visit military bases, providing employment opportunities for veterans, etc.
On-site wine tasting event
Idea: Hold an open-air wine party in Hangzhou to make Shengzhu red wine familiar to people in a short period of time. And use special forms to show consumers the long-term preservation function of Shengzhu red wine.
Theme: Always drink "fresh"
——"On-site wine tasting of Shengzhu Red Wine"
Activity method: In the more prosperous areas of Hangzhou (you can Choose Wulin Plaza, Wushan Plaza, Jiayouhua Store, etc.) to hold on-site wine tastings, and make the Shengzhu red wine machine into a larger model (the texture is the same as the product, and the size is equivalent to an ordinary water dispenser) and place it on site for consumers Enjoy as much as you like, and some promotional materials of Shengzhu Red Wine will be distributed on site. In order to attract crowds, we can also set up a stage on site to conduct some interactive activities with consumers.
Special event: In order to prove the preservation function of Shengzhu red wine and create news highlights, we can also open a bottle of Shengzhu red wine machine model on site and invite consumers to taste the red wine poured from it. Then we placed the red wine machine on site. A month later, under the supervision of the news media, we poured red wine from the red wine machine again for consumers to taste. If the red wine is still fresh, then the freshness-preserving function of Shengzhu red wine will also be firmly remembered by Hangzhou consumers. You can use this highlight to invite some news units to conduct on-site reporting to achieve a good publicity effect.
Advertising media strategy
1. Media strategy
Since this advertising campaign is the first time that "Shengzhu Red Wine Machine" has launched an advertising campaign in Hangzhou, and the company Be prepared to invest more money, so we recommend adopting a comprehensive media strategy.
(1) Take TV advertising as the lead, make key appeals to target consumers and strive to achieve the widest coverage through TV advertising.
(2) Supplement newspapers and radio advertisements to convey richer information about the product to target consumers, and at the same time inform consumers of the contents of various promotional activities in a timely manner
(3) Carry out brand promotion in major supermarkets and shopping malls by posting advertisements (hanging flags, etc.) and postings.
(4) Use bus body advertising for publicity.
(5) Carry out large-scale outdoor advertising in major stores of Jiayou Supermarket (it is recommended to choose Jiayou Qingchun store, Huadian store, and Yiwu store).
2. Criteria for media selection
(1) Choose the media that has the most influence on consumers’ lives in Hangzhou
(2) Choose consumption in Hangzhou
(3) Choose the most family-oriented media
(4) Choose the most friendly supermarkets and shopping malls in Hangzhou
3. Selected media
(1) The TV media selected are 3 sets of Qianjiang channels in Hangzhou and 6 sets of video channels in Hangzhou, which are most popular among families in Hangzhou. These two channels are the TV stations with the highest ratings in Hangzhou and are watched by most families. And the audience is relatively close to our target consumers.
(2) For newspapers, choose City Express and Qianjiang Evening News.
(3) For bus body advertising, choose the No. 21 bus that goes around various prosperous areas in Hangzhou.
(4) Lianhua Supermarket’s hanging flags and post cover for publicity.
(5) Frequency of advertising release: Each media complements each other in terms of time and frequency of advertising release. Adopt a centralized release strategy within one month of the start of advertising, that is, continue to release ads on various media to save advertising costs, maintain the continuity of advertising, and serve as a continuous persuasion and reminder.
4. Overall communication strategy
Because this advertising campaign is the first advertising campaign for "Holy Pearl Red Wine Machine", it needs to quickly open up the market. Therefore, in addition to advertising, it also needs Cooperation with promotional activities. Promote consumers' desire to purchase through advertising and promote consumers' purchasing behavior directly through promotions. The overall communication activity consists of the following content:
(1) Media advertising: publish advertisements through mass media
(2) Point of sale advertising: at all sales of Shengzhu red wine Post various promotional materials at various points
(3) Point-of-sale promotion activities: Send sales promotion personnel to each point of sale to directly carry out promotions.
On-site tasting: Consumers are invited to taste Shengzhu red wine on-site. And distribute some brochures produced by the company.
Gift promotion: giving small gifts to consumers who purchase a certain amount of products or giving them in the form of buying a few and getting a few free
Increasing packaging promotion: making special packaging and selling them at a preferential price
(4) Various theme promotion activities: coordinate with newspaper advertisements to carry out large-scale promotional activities to attract more consumers to buy this product. (For example, lucky redemption coupons are added to some product packages, and consumers can redeem a certain number of products for free with the coupons).
(5) Coordination of the product itself:
Since the key appeal of this product is its “preservation” function, the packaging must further improve its preservation function. If If you can't even pass this point, then doing the above advertising is equivalent to shooting yourself in the foot. On the premise that the fresh-keeping function can be guaranteed, the aesthetics of its packaging can be further increased. Because people who drink red wine have certain tastes, they hope that the packaging can also meet their needs
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