Part I 2021 marketing activities program
One, the program summary
1, the annual sales target of 6 million yuan.
2, 50 dealer outlets.
3, the company has a certain degree of visibility in the market for self-control products.
Second, the marketing situation
Air conditioning automatic control products belong to the central air conditioning and other industry supporting products, by the upstream product consumption market hold, but the total demand is still considerable. With the urban construction and people's living standards continue to improve and the arrival of the product replacement period has led to a sustained growth rate of the market, which led to the expansion of the overall market capacity. Hunan is located in the middle of China, air-conditioning self-control products demand is relatively large: 1, summer and autumn heat, spring and winter cold; 2, Hunan industry in the past two years has developed rapidly, especially in the high-grade commercial buildings, villa group of construction; 3, Hunan into the western development, will increase a variety of infrastructure projects; 4, Changzhutan melting city; 5, Chenzhou, Yueyang, Changde, and other large number of construction of industrial parks and development zones; 6, the people's requirements for their own life Requirements for the improvement; In summary, the air-conditioning self-control products, especially high-grade air-conditioning self-control products in Hunan has great potential for development.
Marketing methods in general, the air conditioning automatic control products are sold in no more than three ways: project bidding, real estate group purchase and private projects. Engineering bidding channels occupy a large share, but the real estate group purchase and private project two channels are developing rapidly, has presented a diversified development situation.
From the point of view of the sales channels of enterprises, most companies use the office plus dealer model, domestic air conditioning products, self-control enterprises in 2007 have increased efforts to the deployment of the national marketing network and the consolidation of traditional channels, to strengthen the design institutes and the management of public relations and cooperation. For the relatively late entry into the air-conditioning automatic control products enterprises, due to the market accumulation time is relatively short, but also anxious to quickly open the market, so basically used the office plus the distribution system of the channel model. In order to quickly respond to the market, where the automatic control products into the Hunan market in Hunan have inventory. Hunan air-conditioning automatic control products market capacity is relatively large and there is a lot of potential, the development trend is generally favorable, so the brand has not yet entered the Hunan market, there are great market opportunities, as long as the use of more appropriate market strategy, you can squeeze into the Hunan market. At present, Shanghai Zhengyi in Hunan air conditioning automatic control products market foundation is relatively weak, the team is still relatively young, the brand influence needs to be consolidated and expanded. In the sales process must be very clear about my company's strengths, and to play to make it the ultimate; and to find my company's weaknesses and put forward in a timely manner to overcome the value of the realization; to improve the level and quality of service, the service consciousness penetrates into the exchange of each link with the customer, focusing on the pre-sale and after-sale visits and other services.
Third, the marketing objectives
1, air-conditioning automatic control products should be the purpose of long-term development, and strive to take root in Hunan. ** year to establish a sound sales network and sample projects, sales target of 6 million yuan.
2, crowded first-class air conditioning automatic control products supplier; become a fast-growing successful brand.
3, air-conditioning automatic control products to drive the entire air-conditioning product sales and development.
4, the market sales of recent goals: in a very short period of time to make the marketing performance of rapid growth, by the end of the year to make their own products to become a well-known brand in the industry, to replace the province with the level of the same product part of the market.
5, committed to the development of the distribution market, to the end of ** developed to 50 distribution business partners.
6, regardless of mental, physical strength are fully committed to work, so that the work has a high efficiency, high income, high salary development.
Fourth, marketing strategy
If the air-conditioning automation products to grow rapidly, but also to achieve a competitive advantage, the choice is inevitable - "goal-oriented" overall competitive strategy. With the rapid development of Hunan's economy, urbanization scale continues to expand, air-conditioning automatic control products market consumption potential is very large, the target concentration strategy for us is a wise choice of competitive strategy. Around the "target concentration" overall competitive strategy we can take specific tactical strategies include: market concentration strategy, product band concentration strategy, dealer concentration strategy and other supporting strategies for the target concentration of four aspects. To do this, we need to divide the Hunan market into the following four types:
Strategic core market --- Changsha, Zhuzhou, Xiangtan, Yueyang.
Focused development markets - Chenzhou, Changde, Zhangjiajie, Huaihua.
Nurturing markets---Loudi, Hengyang, Shaoyang.
Waiting for the development of the market ---- Jishou, Yongzhou, Yiyang, the general marketing strategy: full marketing and the use of direct marketing and channel marketing marketing combined marketing strategy.
1, the target market:
blossom everywhere, the center of the city and small and medium-sized cities at the same time to break through, focusing on the development of the industry model project, and vigorously develop the key areas and key agents, and rapidly promote the product sales and sales volume increase.
2, product strategy:
With the overall solution to drive the overall sales: the requirements of our products can form a complete solution and have a successful case, which leads to the whole line of product sales. Size interaction: the sales of air-conditioning automation products to drive the sales of valves and other products, valves and other products to promote the project of air-conditioning automation product sales.
3, price strategy:
High quality, high prices, high profit margins for the principle; the development of a more realistic price list: the price list is divided into two layers, the media public offer, the bottom price of the market sales. Develop a higher monthly rebate and quarterly rebate policy to control the marketing system. Strictly control the price system to ensure that the price distance between the first distributor, the second distributor, project engineers, end-users level profit margins. In order to adapt to the market, the price policy and to have a certain degree of activity.
4, channel strategy:
(1) distribution partners are divided into two categories: one is the distribution of customers, is our key partner. The second is the engineer customer, is our basic customer.
(2) the establishment of the channel mode: A, take a step-by-step approach, the first draft agreement, and then do the sales forecast table, and then formally signed the agreement to order the first batch of goods. If you do not enter the goods can not sign an agency agreement; B, take the approach of looking for important customers, through negotiations to press the goods into the hands of the distributor, and then our sales and marketing support to keep up; C, between the agent to pick the competition mentality, in the negotiations because there is a local potential customers and make us take the initiative and high profile. Can not enter the market with a low profile; D, after the initialization of the agreement, in our advertising can appear in the initialization of the name of the agent, picking the distributor and the original manufacturer of the contradiction, we take the opportunity to enter the market; E, in the local regional market, at any time to ensure that there is a local can become a first-class agent of the secondary agents, in order to become a threat to a first-class agent and play a role in promoting.
(3) The market has the power to push and pull. To rapid growth, we need to use the push force. Pull needs a long time to cultivate. To this end, we will focus on the development of channel distribution, in addition, the personnel responsible for large customers and engineers to focus on the industry market and the engineering market, and strive to complete 4 to 5 sample projects within three months, to internal staff and distributors to establish confidence. Until the end of the year, complete their own marketing quota.
5, personnel strategy:
The basic concept of the marketing team: A, open-minded; B, overcoming self; C, professionalism.
(1) Vertical connection of the business team to maintain efficient communication in order to respond quickly. Team building flat.
(2) Reporting system and sales incentive system for insiders.
(3) Sell products with professionalism. Value = price + technical support + service + brand. The actual sale is a solution.
(4) Preparation of the sales manual; which includes the rules of the game for agents, technical support, the scope of work and functions of the marketing department, the problems that can be solved and the support provided and other instructions.
V. Marketing Program
1. The company should make good use of the Shanghai brand and take the brand development strategy.
2, the integration of various local resources in Hunan, to establish a perfect sales network.
3, cultivate a number of good customers, and establish a good social network.
4, build a good marketing team.
5, choose a set of market operation mode suitable for the company.
6, seize the characteristics of the company's products, looking for the company's selling point.
7, the company in Hunan is appropriate to use direct sales and distribution combined with the market mode of operation; direct sales to do model projects and drive the development of distribution networks, distribution to do sales and as a company profit growth.
8, direct marketing using personnel promotion and part of the media publicity combined with the expansion of the market for air-conditioning self-control products, we can use the community to promote the law and the key engineering machine project model project persuasion method.
9, in order to enter the market as soon as possible and is conducive to the long-term development of the company, should be centered in Changsha, to the major cities in the province, of which Changsha as the core, to the city as a profit growth point.
10, Hunan's channels should adopt a flat model and good channel construction and management, in the channel construction can not set up a provincial distributor, but to the basic unit of division of the prefecture, each prefecture-level city to set up two first-class dealers, and the marketing tentacles have been extended to the market value of the county market, change the other air conditioning products in Hunan automated brand in the prefecture-level market for a long time, guerrilla warfare way, using positions, the way of the guerrilla warfare. The guerrilla warfare approach, the use of positional warfare, the establishment of long-term interests with the dealer branding mode of operation, each regional market are intensive cultivation, stable and steady.
Part II 2021 Marketing Campaign
I. Preface
The high school entrance examination admitted students to the university banquet has become a common habit throughout the country, each family is less than two or three tables, more than dozens of tables, the university banquet has become an important component of the consumption of individual group purchases of white wine, has a very important role.
First of all, you can enhance the market sales in the off-season of liquor consumption; secondly, the word-of-mouth spread of thank-you banquets consumers is very obvious, often in the same area or the same class will be exemplary trend, through word-of-mouth dissemination can be very good to pull other neighboring consumers; again, the college entrance exams and the period of the admissions happen to be the off-season of the consumption of liquor, through the publicity and promotion of the consumer activities, you can improve the consumer's understanding of xx products and the brand. Consumers of xx products and brand awareness, to create a market sales atmosphere, for the upcoming peak season of liquor consumption to do a good job of market publicity foundation.
So the operation of the thank-you banquet is not only embodied in the promotion of off-season market sales effect, more importantly, it can create a good consumer atmosphere in the market, caused by good word-of-mouth communication between consumers, for the peak season to realize the xx hot sales to do a good job of the foundation of the preparatory work.
Second, the theme of the event
The national theme: "xx golden list xxx"; "mellow true teacher and student love, happy xx". The local can develop specific subtitle according to the activity policy. For example, the product xx, in the scholar, tour the World Expo.
Third, the activity time
June 7, 20xx - September 1, 2014
Preparation period: June 1 - June 6
Dissemination period: June 7
Fourth, the object of the activity
Regional object: the national 20xx accepted by the higher education institutions of the college entrance examination candidates family banquet activities.
Contact object: admitted students and their parents, teachers.
V. Activities
For core consumers and general consumers to take different promotional methods, to achieve the core consumer consumption xx, general consumers to choose the red over the sky or red boutique.
1, the core consumer policy:
Administrative agencies, institutions, decision makers, important influencers of children to take the practice of free wine, not involved in other forms of promotion.
2. Special policy for top students:
Setting up a banquet for top students of the local college entrance examination or students who have passed the examination of Tsinghua University will be sponsored free of charge with wine.
3, general consumer policy (the following packages are for reference only):
Purchase 3 cases of red boutique, a free 150 yuan trolley case.
Purchase Red Flip 5 boxes, a free 250 RMB mobile hard disk.
Purchase red full day 8 boxes, a gift of XX yuan worth of XX.
(can be based on local resources gift) ......
Six, the implementation of activities
The college entrance examination is the influence of China, one of the most exciting events, which contains to the teachers and students to the sadness of the parting of the world's parents expectations, the new students to the heart of the events, and the expectations of the world's parents, and the new students to the world. The expectations of the parents of the world, the newborn's vision of the future ...... liquor is an indispensable part of the banquet, thank you banquet is the same, even if its use is much smaller than the wedding banquet, but the significance is extremely significant, the publicity to respect teachers, teachers and students feelings for the importance of downplaying the commercial interests, highlighting the feelings of red Fuchun brand connotation for red Fuchun The brand image of the establishment of the brand, brand health and long-term development to make a contribution.
Part III 2021 marketing campaign
I. Purpose of the activity
To create a good environment for the use of cards, improve the awareness of cardholders to use the card, and cultivate the habits of the public to use the card, so that more people can enjoy the convenience of the bank card as a new type of settlement tool, to facilitate the life of the masses.
Second, the activity time
20xx x month x - - 20xx x month xx
Third, the theme of publicity
Brush the UnionPay card, safe and healthy, fashionable choice.
Fourth, the rules of the campaign
December 1, 20xx - December 30, 20xx, where the card number "6" prefixed UnionPay standard card in the jurisdiction of the city of xx designated merchant card spending of 68 yuan (a single transaction) or more cardholders have the opportunity to win! The prizes are as follows:
1 Grand Prize, a trip to South Korea (RMB 6,000 equivalent prize)
30 First Prizes, each with a prize of RMB 400 equivalent
90 Second Prizes, each with a prize of RMB 200 equivalent
1,200 Third Prizes, each with a prize of RMB 10 equivalent
Redemption Method: Cardholders will receive prizes by online lucky draw. With the purchase order marked with "XX City Bank Card Activity X and other prizes", go to XX Bank Card Management Office to collect the prizes (inside XX Bank, No. XX, XX Road, XX City), the consultation telephone number is xxxxxxxx, and the prize redemption date is from the next day after the prize is won to xx, xx, xx, xx, xx, xx-20x.
Part IV 2021 marketing campaign
An analysis of the situation of automotive network marketing
At present, the domestic automotive enterprises on the network marketing model is still in the practice of groping and learning from foreign counterparts at the stage of learning, has not yet formed a set of automotive network marketing guidance strategy for China's national conditions. Some automobile enterprises are only used to follow the traditional physical market marketing strategy, not familiar with the network marketing marketing strategy, do not pay attention to the business process to improve the level of business operations, cultivate business customer resources, innovation enterprise technology, expanding the competitive advantage of enterprises, etc., compared with foreign automobile companies there is still a large gap between the many advantages of network marketing in the domestic automobile marketing has not yet been reflected. The first step in the process is to make sure that you have the best possible results.
Network marketing depends on the survival of the brand foundation to continue to consolidate, brand management is the advanced stage of marketing, is the foundation and soul of network marketing. Network marketing is only built on the basis of high visibility, good business reputation, complete service system of the automobile brand, in order to produce a huge appeal and attraction, the majority of users can accept the online purchase of cars and other new ways of trading, abandon the traditional physical site of the car and other habits. And part of our car brand lacks scientific, modern, standardized action system, brand strength has to be improved.
The specific business of network marketing is still in its infancy, most of the domestic automotive enterprises just set up a website, with the help of network technology to do online advertising, promotional campaigns, model introduction, information dissemination, price inquiries, as well as sending and receiving e-mail and other simple business, some companies are even just the enterprise's name, profile, models, research and development results, mailing address, telephone and other simple information hanging on the Internet. In fact, the above mentioned types of network business can not be equated with network marketing. Only by vigorously exploring a variety of specific marketing business, such as online research, online new product development, online distribution, online services, etc., in order to take full advantage of the network resources, and continue to network marketing closer.
Second, XX network marketing status quo analysis
At present, XX website is mainly equipped with product display, expert response, car community, marketing network (need to log in), dealers, service providers query. Among these functions, only the expert response can interact with customers (marketing network is not clear, need to log in account), the other are introductory information, car community provides some downloads, such as ringtones, MV, commercials, screen savers, classic pictures; there is an online game, are very simple Flash games, there is a "XX wind and clouds collision test simulation game," in fact, just a Flash display car crash test only; another is to customize the function of the mail message.
Third, the competitors of the network marketing status survey analysis
Competitors mainly selected a few popular vehicles for investigation, because at present the XX car competitors are mainly from the popular car companies, high-grade models are not considered for the time being, the selection of the object situation is as follows:
1, Shanghai Volkswagen: Mainly with the "Employee Owner's Club", information, dealer inquiries, service station inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries.
2, Honda: online counseling, purchase counseling, after-sales service, feelings and suggestions, company-related information and news, but also to introduce enterprise-related information, more than XX purchase counseling, after-sales service, feelings and suggestions.
3, Toyota: all company-related information and news, did not find online consultation and other information.
4, Shanghai General Motors: online contact, product recall management (the specifics are not clear, the introduction of the link is invalid), the overall introduction of the product-oriented, more links are invalid.
Fourth, the purpose of network marketing
so that more people understand XX, people know more about XX, pay more attention to XX, so as to achieve higher sales and save the cost of promotion.
For automotive companies, there is no more effective communication channel than the network. According to a survey, 76% of car owners browse the websites of automobile companies before purchasing a car, and 67% of them will go to a third-party website to check the relevant comments. Now, there are also many automotive companies that use blogs for online marketing, giving them a channel to communicate more directly with their customers.
XX was selected by the mainstream media as the "national car". XX should also be on the tip of the wave of changes in the automotive marketing model. According to the department's overall statistics for the XX sales process, the complex sales process consumes about 25% of the profit in the overall cost of sales of the car. According to this figure to measure, if the network ordering mode, in the domestic XX car sales, XX can save 25% of the whole car promotion and sales costs. This not only can be the reduced cost back to the consumer, but also can increase XX's profit margin.
V. Website planning and analysis
(a) the construction of the XX company website
1, increase FAQ: At present, there is only an online consultation system, you can personally mention the problem of their own query, and can not be mentioned by other people's questions to query, if the customer encountered is a very common problem, then the use of online consulting would be a hassle, and need to wait for time, for this type of problem XX XX. Waiting time, for this type of problem XX should do is to organize common problems into a system to facilitate rapid customer inquiries, that is, to do a FAQ, the use of FAQ can help customers solve the problem as soon as possible and can save the consulting funds, but also should be provided to query other customers have asked questions, rather than only allowing the query their own problems.
2, increase the virtual test drive: at present, there is only "XX Wind and Cloud collision test real simulation game", in fact, only a Flash demo, you can try to use Flash to do a simulation of a variety of data can be artificially controlled test car, not just a test of the crash, and should provide more test options, but also should be in different environments, as well as the test of the different speeds of different methods of driving the test, so that customers can drive the car. The test of the driving method, so that customers better understand the performance of the vehicle, but also to attract some of the netizens who do not intend to buy a car eye, but this is also a potential user, in addition to the test car should also be provided through the game Flash 3D observation of the internal layout of the car as well as the car's structure, so that the netizens to get the inside out of the XX car to the knowledge of the car.
3. Provide application for test drive: buyers of XX cars can apply for a test drive to XX's 4S store by logging on to its prescribed website and reading the car's details; if the test drive is satisfactory, the buyer can book the car directly from the website. After getting an electronic reply letter from XX, the buyer can then make a deposit at the 4S store specified by XX and pay the full amount to pick up the car after XX completes the production according to the buyer's order. The 4S store will eventually be transformed into a service department responsible for receiving orders and collecting payments, but of course, its previous after-sales service function will remain, and online after-sales service can also be used. The order-based sales model also saves dealers promotional and marketing costs, making it a win-win model for them and manufacturers.
If all goes well, this will be a perfect marketing model, for XX, all sales of order-based production will realize the product "zero inventory" sales results, while the sales chain to save costs can allow it to get the competitive price of similar products, XX company in the country to take the lead through the network of customer orders XX Company is the first company in China to benefit more users and distributors through the model of online customer order sales. Through interaction and communication with users, enjoy convenient services and preferential discounts, constantly meet the user's personalized needs, improve the "fresh" degree of the product, so that new products can reach the hands of direct users in the shortest possible time. At the same time, the profits saved can be used for research and development and continue to improve the quality of the product, thus improving the overall competitive strength of the product. At the same time, XX company set up a large after-sales service website, within a few days after the sale of automobiles to the user online or by phone to conduct after-sales survey of automobile use. At the same time can also let the user to use the information feedback to XX company service department. This not only makes the user more satisfied, but also allows XX company to better understand the XX car in the market profile.
4, blog publicity: the introduction of the corporate blog and links to the home page, so that more people understand the blog, more people directly with the XX dialog. In the "Olympics" when it really reflects the huge commercial value and unique strategic charm. This way mainly reflects the great role of blog PR in online marketing, XX car through the network conference room to create a direct form, through this form, with the General Motors-related people from all walks of life have the opportunity to talk directly with XX car. With this feedback from customers, employees, investors, etc., XX Motors is able to grow into a better company and provide better products to its customers. Through the blog, XX executives can express their views in their own words, unfiltered by anyone, and hear directly from people who are passionate about XX and interested in what the company is doing.
(2) build a community - XX online
build a community cost is not big, the funds are mainly spent on community promotion, and XX car as a strong backing, the odds are very good, even if it fails to just loss of construction funds, the promotion of the company's products can be attached to the promotion, so it can not be counted in the community construction funds, the product would have been the same as the product, so it can not be counted in the community, the product is the same as the product. Community construction funds, the product would have needed to spend money on advertising. If the community does well, the direct benefit is that you can get a good online advertising platform, which is the use of other people's Web site advertising can not be compared, at the same time can be a good understanding of customer needs, master a large number of netizen information, but also the business model and policy in the network environment to re-planning and integration of some of the enterprise marketing system and the Internet's various functions organically combined into a new network marketing System. The system includes the search for new business opportunities, inhibit competitors, find, attract and retain customers, through the ever-increasing number of products and services for their own brand value-added and so on. How to do this community it, the community model is mostly the same, mainly to achieve better interaction with Internet users, so the community should provide a more comprehensive BBS, powerful interface beautiful blog, there is music, film and television, games and so on to attract Internet users. These are only the initial construction, the entire community should be updated according to the needs of Internet users and upgrades to ensure retention of users.
Six, the site promotion methods
The first stage: the construction of a good XX site to take advantage of the launch of a new car during the online game or survey that is to get the purchase of the car promotional activities in the Tencent QQ, Shanda Haofang and so on, to attract netizens to browse the XX homepage ads.
The second stage: in the attraction of netizens immediately after the launch of XX online, in XX of all the advertisements with XX online advertising content, community and game operators, some software operators to join hands with the cooperation, through the XX online limited to the netizens to provide some of the game, the activation code of the charge of the software product, the right to use such virtual goods, in order to attract more customers.
Summary:
The success of an online marketing event is bound to be unique. Whether it is from the front, side or from the reverse side of the promotion, hype, there should be a mass of Internet users familiar events, news, can have Internet users easy to remember and can produce positive or negative **** Ming. In order to promote the event, the product to attract public attention, discussion.
To individual network promotion company's power is limited, that is, the use of all channels on the network, media publicity can not achieve the intended effect. Only by relying on the hot news at the time, the powerful force of the event, and its precise contact, driven by the speed and scope of the promotion of the expansion. Through the network, the media hot news events in the effective insertion, effective **** Ming, so as to small investment, operation to produce big results.
Part V 2021 marketing campaign
Activity Feasibility Assessment
The standard of living of students in this school is generally high, some students bought a lot of things that are useless to them, and some of the students of the second-hand goods with the chicken ribs - left tasteless, discarded. Its market potential can be seen, so the organization of school students to carry out a "campus student flea market" activities are practical and feasible. He let students out of some of their own useless things at the same time can also make no fixed income students to buy useful things at low prices.
Second, the activities to achieve the effect
1, in the form of flea market, to provide a mutually beneficial trading platform between students.
2, with this activity to promote a thrifty and simple life style.
C. Prerequisites
1. To obtain permission from the school for the activity.
2. Get the assistance and support of the student union, student organizations, and the campus website.
3. The Student Union will provide sufficient funding for the event.
4. Get at least x~x students to participate in the event.
5. All students participating in the event must be asked to register in order to facilitate the organization of the event.
6, this activity is only for school students, registration must hold a student ID card, and resolutely eliminate the illegal elements to sell stolen goods!
Fourth, the activities of the information
Time: 20xx x month x (Monday, Tuesday) 12:00 PM ~ 6:00 PM
Location: the school west basketball court
Organizer: business school xx student association, xx campus activities network
Fifth, the activities of the pre-preparation
1, the formation of the initial planning programs, and Get the support of the school leadership.
2. Apply to the school for approval of the event.
3. Planning for the venue.
Clothes, sports, books and CDs, electronic technology, living supplies.
4. Call a meeting of the participants and managers at 5:00 pm on x month x to introduce the venue and assignments.
Sixth, the activities of the publicity
1, in the new school library behind the wire fence hanging publicity banners.
2, the production of x posters, five per day in the campus of each eye-catching place widely posted.
3, set up registration points in the school leisure plaza, the first floor lobby of the Business School, the entrance to the food street and other places.
VII. Activity rules
1, the applicant can be an individual or a group registration, such as the name of the dormitory.
2, all enrollees can get a booth number (according to the number of goods, the division of booth area).
3, this activity is based on the principle of fairness and voluntariness, by the buyer and seller to negotiate the price, but also interchangeable.
4, the activity can not use loudspeakers, stereos and other too noisy machines.
5. xx Student Council is responsible for maintaining the order of the event.
VIII. Objects of Participation
All teachers and students of XX University
IX. Methods of Participation
You can go to each registration point to register and get the venue number.
(Note: In order to prevent false enrollment, not to the field at the time, to the participants to collect the appropriate deposit, after the event, take the charge strip to collect the deposit.)
X. Enrollment time
Now until x month x or until the booth is full.