#Planning# Introduction: Writing a plan is to use existing knowledge to develop your imagination, and to achieve the goal as quickly as possible within the reality of available resources. The following is a compiled marketing plan, welcome to read!
Marketing Plan Planning Book Part 1
1. Background
Cross-stitch is a craft that originated in Europe. It was first popular in the court and later Introduced to the people. People can make their favorite patterns according to their own interests and hobbies, and use them to decorate daily necessities, mobile phone chains, card holders, wallets, pillows, various backpacks, tablecloths, murals, etc., to entertain themselves and reflect their personal style. Gifts for relatives, lovers, and friends have unexpected rewards. In a modern society with increasing pressure, cross stitch is not only a way to relieve stress, but also has become a new leisure fashion.
2. Analysis of the current marketing situation
(1) Analysis of the market situation
Cross-stitch has the advantage of being easy to learn, and it also requires a lot of skills from the embroiderer. Not high, so as long as you master certain methods, it is not difficult to embroider very high-quality cross-stitch. However, the finished cross-stitch products on the market are very expensive, and have become a luxury product for ordinary consumers. Therefore, these amateur cross-stitch enthusiasts can win the favor of consumers at a lower price.
(2) Competitor status:
1. There are several cross-stitch shops in Nanning, but the prices are too high and are not suitable for college students to purchase. Our prices are more suitable for college students.
2. If the services of several cross-stitch shops in Nanning are not in place, we can deliver to your door. Teach embroidery step by step and solve their problems in a timely manner.
3. We can help them design the cross-stitch they want within our capabilities.
4. The quality of our cross-stitch is slightly lower than the market price
(3) Analysis of target customer situation
At present, cross-stitch is becoming more and more popular among college students. welcome. Our customers are mainly students and teachers of our school and students and teachers of surrounding schools.
1. College students:
Students can make some handicrafts in their free time, and cross-stitch is a good choice. They can embroider some pendants (card holders, mobile phone bags, mobile phone pendants, etc.) to give to friends or classmates. And cross-stitch is simple and the price is right.
2. Teacher:
When the teacher has free time, he can also embroider some pillows or murals to give to relatives and friends.
3. Opportunities and Problems
1. Advantages:
① Cheap price
② Considerate service (on-site embroidery teaching, exquisite packaging , delivery items)
③The product quality is good
④Handicrafts can better express your feelings and have more commemorative value
⑤There is currently no cross-stitch shop around the school , there is a certain market
⑥Variety of categories
2. Disadvantages:
①Insufficient funds
②Insufficient supply of goods
③The popularity of cross-stitch is not high
④There are many competitors
IV. Marketing strategy
(1) Products (cross-stitch semi-finished products) < /p>
The main products marketed are:
1. Card cases (finished products can be used to hold bank cards, various small films, etc.)
2. Mobile phone cases ( The finished product can be used to hold mobile phones, RMB, etc.)
3. Murals (the finished product has ornamental value and can be used to decorate rooms, etc.)
4. Small pendants (the finished product can be used to decorate bags, etc.)
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5. Pillow
6. Wallet
(2) Price
At present, the cross-stitch of the True Love brand is low-priced and of good quality. ensure. And the price is cheaper than those sold outside Nanning, making it more suitable for students. We provide special services and on-site embroidery teaching, and also leave contact information for customers. If customers have any questions, they can contact us and we will help them solve the problems in time. We can also design the cross-stitch style that customers want according to their requirements within the scope of our capabilities. Our aim is to meet the needs of our customers.
Determine appropriate prices through research and analysis to attract students. The specific price strategy is as follows:
About 30% lower than the external market price
(3) Promotion plan
Based on the characteristics of students and the conditions of the school, we do the following Channels:
(1) Broadcast publicity
Use the radio to explain our cross-stitch so that students can better understand cross-stitch. Make a broadcast script and schedule it at four o'clock every Friday afternoon. Play.
(2) Poster promotion
When new goods are received, a poster is issued to list the types and styles of cross-stitch, features, discounts, etc. to promote it to let more people know about it, as well as the previous Three people enjoy a 10% discount.
(3) Online promotion
Use our school’s Tiantian Lai Store website to register, open a store and promote it, and introduce and compare the products in detail.
Marketing Plan Planning Part 2
This plan determines the problems and purpose of the research through the understanding and analysis of the enterprise and the macro and micro environment; then the enterprise's own situation and goals According to the characteristics of the market, select appropriate research methods, formulate detailed research design plans, and determine relevant data analysis methods; finally, through the implementation of the research plan and analysis of data information, a research report is obtained to provide reference and basis for corporate decision-making.
1. Background
With the development of market economy and the acceleration of my country’s population aging process, the health and leisure and entertainment issues of the elderly have received more and more attention. In this context, toys for the elderly emerged and showed great market potential. However, compared with developed countries abroad, domestic toys for the elderly are scarce in variety and quantity, and there are very few companies specializing in the production and operation of toys for the elderly, leaving a huge market gap. At the same time, the constraints of traditional concepts make people think that toys are only for children, which also makes the public lack awareness of toys for the elderly. Therefore, in order to understand people's perception of toys for the elderly and initially estimate the market prospects of the company's products in the Xi'an market, a Xi'an market research plan for toys for the elderly of Fu'ankang Company was formulated.
(1) Macro-environment
1. Population environment
According to the statistical bulletin of the Xi’an Bureau of Statistics in 20xx: the total population of Xi’an in 20xx was 8.4346 million , among which the elderly population over 60 years old accounts for 14.83% of the city's total population, with a total number of approximately 1.25 million. Xi'an is rapidly moving towards a severely aging society.
2. Economic environment
Xi’an’s annual GDP reached 324.1 billion yuan in 20xx, and per capita GDP exceeded 5,000 US dollars. Residents’ consumption has entered the “enjoyment” stage, and the elderly generally With revenue of approximately RMB 7 billion, it has strong purchasing power.
3. Policy environment
The "Law of the People's Republic of China on the Protection of the Rights and Interests of the Elderly" promulgated in 1996 clearly stipulates that the state encourages and supports social organizations or individuals to establish Elderly products, elderly welfare homes and other elderly industries. In recent years, my country's social security system has been gradually improved, modernized pension and medical systems have taken shape, and the amount of pensions has increased year by year. The worries of the elderly are slowly being eliminated, and their spending power is gradually released.
4. Social environment
(1) With the deepening of my country’s family planning national policy and the independence of the first generation of only children, “empty nest families” have become
A common social phenomenon. This has contributed to the objective demand for elderly toys for elderly people living alone.
(2) Xi’an’s population aging level is close to that of first-tier cities such as Beijing and Shanghai, and the consumer demand for elderly products has increased sharply.
(2) Micro-environment
1. Enterprise status. Xi'an Fu'ankang Company is affiliated to Shandong Province Dongying Dazhan Industry and Trade Co., Ltd. It is a manufacturer of products for the elderly established in cooperation with Singapore's Hongda International Group. It is the designated partner of Hongda Group in mainland China.
2. Product condition.
Fu'ankang operates six categories, xx series, and more than a thousand products, covering all aspects of health care, treatment, fitness, entertainment and leisure for the elderly and disabled people. Currently, it mainly introduces leisure exercises to the market There are two major categories of elderly toy products: categories (such as spinning tops, Qiankun balls, Tai Chi fans, Tai Chi swords, diabolos, Tai Chi balls, etc.) and educational categories (such as Huarong Tao, Jiu Lian Lian, Kong Ming Suo, etc.) to satisfy target customers. Meet the different needs of group exercise and educational entertainment.
3. Competitors. At present, there is a big gap in the domestic elderly toy market. Only a few toy companies are involved in elderly toy products, and the industrial scale has not yet formed. The foreign elderly toy market has developed in China for more than 30 years, and has formed a relatively mature industrial chain and product system. Therefore, the entry of foreign brand companies will bring greater competitive risks to the company. At present, the main domestic competitors are: Wuhan Youzhi Toys Co., Ltd., Shijiazhuang Good Toys Fitness Products Co., Ltd., and Jinan Tiantianxiao Technology Co., Ltd.
Fu'ankang Company's competitive advantages:
(1) Complete range and excellent quality;
(2) Stable, extensive and diversified sales channels;
(3) Have a professional product research and development team and stable supply.
2. Research Questions and Research Purposes
(1) Research Questions
Since Fu'ankang Company has entered the northwest market for the first time, and the Xi'an market is the bridgehead of the northwest market, this research is aimed at the Xi'an market. The research plan will comprehensively investigate the current situation of potential consumers in the Xi'an market and provide reference for companies to enter the Xi'an market for marketing activities.
(2) Research purpose
1. Calculation of the total volume and total volume of the elderly toys market in Xi'an
2. The target consumer group's understanding of toys for the elderly Analysis of the current situation and reasons
3. Research on the consumption behavior of target consumer groups
4. Analysis of the share of elderly toy brands in Xi'an
5. Target consumption Market trend forecast
3. Research Methods
(1) Main Methods
This survey mainly uses segmented systematic random sampling to conduct comprehensive sampling of residents throughout Xi'an City to ensure the principle of randomness. Mainly conducted through household interviews.
(2) Supplementary Method 1
This survey supplemented the use of convenience sampling and quota sampling in non-random sampling. This method is carried out by combining sampling in squares or activity centers with a large number of target consumer groups and sampling in settlements of various occupational units.
(3) Supplementary Method 2
This survey supplemented the collection and analysis of secondary data and consulted literature to understand the basic situation.
(4) Explanation
The first research method can be mainly used in areas where conditions permit, and the second or third methods can be used more in areas with poor conditions to enhance the feasibility of the plan. Operability. This plan only writes the implementation steps of the first method.
IV. Survey design
(1) Sampling plan
1. Survey population
The survey subjects of this study are all people over 20 years old living in Xi'an, including those with official household registration All consumers of toys for the elderly, including the migrant population and the migrant permanent population. Specifically, they are divided into young and middle-aged consumers aged 20 to 50 years old and middle-aged and elderly consumers aged over 50 years old.
2. Sampling method
(1) This study mainly uses the segmented systematic random sampling method to select samples. Only the sampling methods for young and middle-aged people are listed here. The sampling frame is three stages: urban area (county)-neighborhood (village) committee-household (person). The sampling frame of the three stages is: (the following data are hypothetical data)
① Sampling list from 1 county to 180 townships, towns and streets in 9 districts (36 streets are selected)
②36 Sampling list from 180 neighborhoods to 360 neighborhood (village) committees (180 neighborhood committees were selected)
③ Sampling list from 180 neighborhood (village) committees to households (3,600 households were selected, each household received one Questionnaire)
(2) In addition to sampling using the above methods, supplementary sampling surveys at fixed points should be conducted from streets and workplaces in different urban divisions.
3. Sample size
Based on the limit sampling error of 5% and the confidence level of 95%, the calculated sample size is 400 people. According to the ratio of the elderly to young and middle-aged people in Xi'an City is approximately 1:9, the sample size is set to 3,600 young and middle-aged people and 400 elderly people.
(2) Questionnaire design
1. Questionnaire type
Based on the actual situation of the target consumer groups (main consumer groups and auxiliary consumer groups), this survey The questionnaires include two types: questionnaires issued to young and middle-aged people and questionnaires issued to the elderly. The questionnaires issued to young and middle-aged people are self-completed, while the questionnaires issued to the elderly are mainly filled in through face-to-face interviews.
2. Design principles
(1) The content should be concise and clear, and the logic should be clear
Questionnaires for young and middle-aged people should be concise and comprehensive, and questionnaires for the elderly should be popular. It is easy to understand and the questionnaire content should not be too much.
(2) Easy to answer
Due to the face-to-face interview at home (for young and middle-aged people) or in the square (for the elderly), it is not appropriate to delay others too much time and affect the interviewees. Therefore, the questionnaire mainly consists of closed-ended multiple-choice questions.
(3) Clear purpose
The questions in the questionnaire should cover the five research objectives of this survey to ensure the validity of the questionnaire information.
3. Questionnaire structure
(1) Title (2) Description (3) Main body (4) Coding
(5) Respondent items (6 )Investigator Project (7) Conclusion
Marketing Plan Planning Book Three
Enterprise development and enterprise survival are always the most concerned issues for enterprises. Of course, only enterprises can survive. , only then is development possible. If even survival becomes a problem, development will be out of the question! Since an enterprise must develop if it wants to survive, its understanding of the market also determines the basis for its survival to a large extent. Doing a good job in marketing is very important to the development of the enterprise!
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1. The theme of the activity: Caring for the family, you, me and him - a lucky draw giveaway
2. The time of the activity: New product introduction period
3. The purpose of the activity:
1. Close contact with target customer groups and quickly spread product concepts and product benefits. (unchanged for two months)
2. Let the target consumer group know, understand, try and experience the new product.
3. Let the target consumer group realize what they need, and guide and educate consumers.
4. Create shopping mall hotspots, community hotspots, and urban hotspots.
5. Attract a large number of target consumer groups.
IV. Activity content
1) Arrangement in the mall:
1. Equip two excellent salespeople to introduce products, companies and agents to customers and consumption monitoring concepts to strengthen the benefits of the company's products to customers.
2. Play the company’s consumption monitoring feature film on a large TV.
3. If possible, the shopping mall can organize a small quiz activity "Lottery and give away, care for the family, you, me and others".
Activity steps:
1) The sales staff distributes counter product information to customers, and proactively informs us that a quiz and lottery event with prizes will be held during this period. After reading the information, the answers are correct. You can draw a lottery with just one question, the winning rate is 100%, and there is also a grand prize - counter products (to be determined).
2) Gifts: divided into general gifts and a grand prize (counter products). The general gifts are small gifts made by the company (to be determined); the grand prize is one of the counter products. There is a grand prize every day, which day will be drawn. Add another one in time.
3) Set up a lottery box next to the counter, which contains two colors of table tennis balls, of which there is only 1 yellow ball and the others are 49 white balls; a question card set contains 40 question cards (100 for preparation).
4) Rules: Answer the questions correctly to win the lottery; there is only one chance to draw the lottery; the white ball is the commemorative prize, and the yellow ball is the grand prize; 100% winning, and there is a big prize every day.
4. Consumer monitoring products enter shopping malls DM.
5. On-site pop advertising.
Principle: Concisely reflect consumption monitoring product information and lottery giveaway information.
2) Sp outside the mall:
1. Set up a publicity point on the side of the main door of the mall, and the sales promotion staff (lady) will promote the consumption monitoring product to every customer who comes to the mall and point out the Counter location and raffle matters.
2. Hang a banner at the main door of the mall: I wish the consumer monitoring counter a grand opening. Or hang two vertical banners, starting from the beginning: "Wish XX company to be the first in the export industry in July"; "Wish XX consumer monitoring counter to have a grand opening"
3. Hang two floating balloons in the open space of the shopping mall. , and hang two banners.
3) Urban community promotion:
This community promotion plan should be implemented according to local conditions.
1. Community selection:
1) In the vicinity of the counter, this can form a three-dimensional pull in the area and highlight each other.
2) It must be a mid- to high-end community near the counter, where the target consumer groups gather. Promotion and publicity there can be said to have the effect of "double the result with half the effort".
3) If the above conditions are met, first select 1-2 communities (one mid-range and one high-end) for pilot. After the pilot is successful, promote and replicate it, and then carry out standardized urban community operations.
2. Community promotion positioning
1) Promotion in the community must reflect the overall strength and brand image of the company and local middlemen; reflect that manufacturers and middlemen serve the target consumer groups The long-term, safe and professional nature of the promotion; embodying the humanity, family and affection of the promotion; embodying the integrity, unity and coordination of the promotion.
2) Current community promotions should naturally guide target consumer groups, focus on education, be based on surveys, conduct information interaction, and make flexible adjustments.
3) Let the target consumer groups experience and try out the product wholeheartedly.
3. Community promotion content
1) Community activities:
a Theme: New fashionable care is by your side
b Location: In major medium and high-end communities
c Time: One week after the counter opens, it is generally arranged on Saturdays and Sundays as rest days.
d Publicity model: one to n (n is determined according to the actual situation), "one" is the main publicity point in the community, and "n" is the secondary publicity point.
e Activity Creativity: Community, it is clear that it is the fusion paradise of home. Here you can always feel a kind of warmth, a kind of care and a kind of tranquility. Here you can see the " "Appearance", the soul of home, the connotation of home; you must understand that the people here are blending with nature, accompanying themselves with rest, and experiencing life! So here we have to "do as the Romans do" and respect their quiet living principles. We just need to do it gently, speak gently, show it gently, and demonstrate it gently. At the same time, our activities should be integrated with the home, so that they can feel the smile, kindness and care of the sales staff, let them find interest and get a rest in the activities, let them find the feeling of "home" in the activities, and let them enjoy the natural environment. Through guidance and education, we can recognize, understand, generate interest, promote needs, and even generate purchasing behavior.
fActivity content:
Community promotions shortly after the opening of the counter, that is, community activities during the project introduction period, mainly promote the concept of consumption monitoring and allow target consumer groups to understand the functions of various series of products. , benefit points, let them understand what they need, and let them feel the effectiveness, convenience, and vividness. Let them see, hear, experience, and feel and experience everything.
Activity content; determine publicity points in the community; determine a unified image of the publicity points; determine publicity content; determine publicity methods and publicity levels:
a) Community publicity points; it depends on the community Set up the main publicity area and secondary publicity points according to the size. The main publicity area plays a major role in community activities and publicity. The deputy publicity area plays the role of publicity and reminder, showing professionalism and image.
The main publicity area should be set up at the intersection of roads in the community (to facilitate gathering of people), and use the company's unified publicity tent (to be determined) to promote the company; you can hang a large banner with the theme as the content; set up 3-4 promotional stands to display the company Consumption monitoring products, company information and activity materials; showing the company's feature films; qualified communities can conduct prize-winning quizzes and raffles in the main publicity area (see activities in the mall). The raffles can be held every half an hour, once and a half hours; 2 salespeople are required to introduce the company, consumption monitoring concepts, product functions, and benefits, distribute materials and feature films, and inform the counter address. At the same time, they need to understand the economic income, family composition, hobbies, living habits, and time of the community consumer groups. Arrangements, etc., and at the same time, establish good relationships and strengthen communication with community property managers and doormen.
b) The secondary publicity area is generally arranged with 1-3 spots depending on the community situation, and is decorated with a small publicity tent; a table and company information are placed to indicate the direction of the main publicity area, and sales promotion personnel are assigned as appropriate. It doesn’t have to be worthy.
c) Activity feedback;
Activity feedback refers to the feedback after actively entering community activities, that is, evaluating the effectiveness of the activities and making adjustments to the activities in order to achieve the purpose of community promotion.
d) Unified image of the publicity point: The color of the large publicity tent, small tent and scene arrangement of the publicity point should be based on the basic color of the counter: sea blue and outdoor advertising color yellow, and the design of the large and small tents Smooth, atmospheric and fashionable. Promotional staff unified image.
e) Publicity content: display activities, promotion activities, demonstration activities, lottery activities, experience trial activities, consumer survey activities, trial users’ symposiums, activity feedback, community ordering meetings, preparation of community care clubs, Property management support cooperation
f) Publicity methods: event publicity, relationship marketing, surveys, discussions, establishment of organizational groups, negotiation and ordering
g) Publicity level: low level - event publicity, Relationship marketing
Senior management - surveys, discussions, establishment of organizational groups, negotiation for orders
2) Experience trial activities:
Purpose of experience trial: new product introduction period , consumers do not know the function of the product, let alone what the product can bring to them. In order to allow consumers to understand consumption monitoring faster and better, prove the factuality of the salesperson’s statement, guide the concept of the target consumer group, and enable them to form new consumption habits and new household behaviors. Target group trial scope; the trial target group can be determined in a lottery or other activities, or based on the conversation, but generally there should be 3-5 trial users in each building, and trial users in each unit (different trial samples) .
Trial sample range: Aiyingbao series, Laolaifu series, LCD series, 1-2 samples per series.
Trial time: three to ten days. After use, the promotion staff will hand over to the trial user for acceptance and pass it to the next trial user.
Trial debugging; sales promotion personnel should first teach trial users to use the product, conduct demonstrations at home and confirm that trial users have basically understood the operation; explain product care content
Trial user profile: Basic information form for trial users; feedback form for trial users
3) Relationship marketing with community properties and neighborhood committees
Use doormen to distribute materials: During non-activity periods, doormen can be used for publicity . The method can be communicated based on the relationship between the doorman and the target customer group. To carry out effective promotion in the community, it is necessary to have a good relationship with the community property management and neighborhood committees and form a long-term and stable cooperative alliance.
Community property: Contact property managers and gatekeepers based on actual local conditions to allow event promotion, experience trials, symposiums, club displays, etc. in the community. If necessary, please contact the neighborhood committee.
Corporate new product promotion and marketing planning plan
4) Consumer survey:
Consumer survey refers to the survey activities conducted during the community activities. The subjects are adults in the community. During the exhibition activities, they will be told to fill in a form and answer questions, and then they will be given small gifts or have the opportunity to participate in trial activities.
Confirm the consumer survey form
After the survey form is collected, the agent or the headquarters will conduct data statistics and write an analysis report to provide a basis for adjusting strategies, tactics, and tactics.
5) Forum for trial users (conducted in the early stages of community promotion in each city)
Location: near the community, within the community, depending on the specific situation.
Time; after the trial trial, the community trial is generally arranged half a month later.
Participants: Control the number of people to be less than 20, and select test users who are representative and expressive. There must be age levels, economic levels, cultural levels, and social levels.
Contact persons; promotion managers, property managers, community gatekeepers
Symposium content:
Trial experience; views on products; views on the company; Product acceptance; promotion managers explain the source of products and projects; embody family solutions; on-site encouragement and promotion; order registration; distribution of gifts
Meeting methods; interactive communication, explanation and pull
6) Community ordering:
The community target consumer group will have the desire to buy when they feel that the product can bring benefits to them under the influence of event promotions and trials. Community ordering can be done at trial forums, or you can register at the gatekeeper, and a specific local middleman will deliver it.
7) Preparing to establish a community care club
Why should we establish a community care club: Carrying out activity promotions and trial experience products in the community will cause some consumer groups to make purchases, but the concept of consumption monitoring is inevitable. It is a new thing, and there is still a gradual process for people to accept it. Therefore, if you want to stimulate most of the needs of the community, you obviously need to have continuous contact and communication with them; and there will be various unimagined things during the use of new products. If you encounter problems, there is a way to keep in touch so that consumers can express their complaints to us in a timely manner. This way, we can avoid negative impacts and form a good reputation in the community. On the other hand, by launching a community club with themes of caring for children, the elderly, and caring for families, we are also invisibly promoting consumption monitoring products and stone brands. As long as we have the hearts of the target consumer groups, what are the obstacles to promotion? ?
Opportunities: Nowadays, many communities have activity rooms for the elderly. On this basis, we have expanded them into activity rooms for children, youth, and the elderly. Intermediaries can provide long-term publicity here by subsidizing some activity tools. And it can be used for product display, which should be said to be an affordable and effective channel.
How to operate: Negotiate with the property owners in the community or the neighborhood committee to form a cooperation. The general trend is to give the property or neighborhood committee a commission on the sales volume of the club through the community. The specific operation is determined by the local intermediaries based on the actual situation.
In the future development of enterprises, the understanding of the basic market will largely affect the prospects of enterprise development. It is of great benefit to the development of the enterprise to prepare a good marketing plan for the development of the enterprise. The market is cruel. Only by constantly exploring and innovating can the development of the enterprise have a greater future. This is the most fundamental development. Only such development can Be successful!