new product promotion planning scheme
new product promotion planning scheme, when we plan to launch a new product in the company, we will generally try our best to promote the product and increase its market share, so we should put forward feasible promotion schemes. Let's take a look at the new product promotion planning scheme. New product promotion planning scheme 1
1. Target market analysis of new zongzi
(1) Divide consumers into seven sections: 6-11 years old, 12-19 years old, 21-34 years old, 35-49 years old, 51-64 years old and over 64 years old. Through investigation, the actual buyers of zongzi are concentrated in 21. Obviously, the consumers are mainly young people.
(2) consumer behavior and psychological breakdown
packaging is a very important factor when buying new zongzi. From the perspective of packaging style, the new zongzi product market is mainly divided into three categories: high-grade, middle-grade and low-grade. From the perspective of packaging purposes, the new zongzi product market is mainly divided into three categories: gift packaging, paperback packaging and bulk packaging. From the perspective of profit, gift packaging is the highest.
2. Target market selection
According to the characteristics of the new brand of Zongzi, our target market for the new brand of Zongzi is determined in the middle and high-end consumer market, especially in the gift-giving market, with emphasis on the young people's market, while the low-price market is mainly realized through counters with dealers and self-operated stores.
3. Current competitive situation
There are not many competitors, such as Thumb, Gulangyu, Golden Apple, 85-degree C, Clifton and so on. To be honest, there are only the last two kinds that can be compared with the big joy, because the previous cake shops are almost disappearing. The target group of 85 degrees C is mainly the younger generation, the fashion group, and Christine is a luxury group, which is not acceptable to the public like Happy Birthday. Therefore, although 85 degrees C represents the trend, it is undeniable that the public's preference is big.
1. SWOT analysis of _ _ new zongzi
1. Advantages: cheap and moderate, suitable for all kinds of people with a long history, so it has a high reputation, a good geographical location and perfect service facilities, which have won unanimous praise from customers
2. Disadvantages: the target group of luxury people who are still a little far from downtown is still lacking and can't keep up with the trend of the times, and is not very popular with fashion people. With sufficient assets, we can take more powerful promotion measures. With the old qualification of cake shop, you can use your reputation and credibility to expand your influence and carry out large-scale promotional activities. During the festival, the demand will gradually increase.
4. External threats: major western-made enterprises will have a certain impact on _ _
2. Market positioning
According to the characteristics and selection scope of the target market, we have made the following positioning for the new zongzi market:
(1) Brand positioning: well-known brand ——— _ _;
(2) Image positioning: fashionable, exquisite, novel, romantic and personalized;
(3) utility orientation: giving gifts+eating, mainly giving gifts;
(4) quality positioning: light taste, smooth and delicate, soft and natural;
(5) positioning of food communication: focus on rational demands, and establish a delicious rice dumpling image on the basis of the new rice dumpling brand;
[6] consumer market positioning: young people mainly produce middle and high-end markets.
3. Marketing strategy
1. Product strategy
Now _ _ takes Zongzi as a product, which belongs to fast-moving consumer goods and rarely provides additional products. In the future, we can focus on the core values of "culture, green, nutrition and delicacy" to create a better image for the new zongzi.
2. Price strategy
At this stage, we divide the new zongzi into two categories.
① Profit maximization is the pricing goal
"additional delivery capacity, unchanged price", which reflects more weight on the packaging, thus tempting consumers to transfer their purchase decisions.
② Differentiated products
A lot of publicity should be given to consumers, and it is appropriate to adopt slow predation decision, and operate in the form of high-level price and low promotion expenses in order to get more profits.
3. Promotion strategy
① Advertising strategy
Here, the advertising promotion strategy system of the new zongzi is formulated, and the media planning scheme for the promotion of the new zongzi is formulated on the basis of considering the actual situation.
The advertising promotion strategy system is as follows:
1) As the most important media for commodity promotion, TV should display the image of new zongzi through TV advertisements;
2) hype the Dragon Boat Festival culture and event marketing through newspaper soft advertisements, so as to achieve the effect that consumers will think of new zongzi when they think of Dragon Boat Festival culture and events;
3) Promote the new zongzi through newspaper hard advertisements;
4) With the increasing influence of the Internet on modern consumption, we should publish information, image publicity and personalized service through online advertisements on the website of the new Zongzi.
5) promote the image of the new zongzi through the point of sale of the new zongzi.
② Business promotion
Mainly through the methods of buying gifts during the Dragon Boat Festival, free delivery, price reduction, lottery, redemption, brand alliance, discount coupons, point-of-sale display promotion, etc., combined with the characteristics of products, the status of channels and the status of target consumer groups, the promotion method is mainly to promote consumers and channels, and it is realized through the original expected value-added service strategy and terminal promotion policy, which promotes the annual sales volume and effectively supports it.
③ Public * * * Relationship
The new zongzi should establish a reputation in the channel through public relations activities with novel ideas and considerable breadth and depth influence, spread the cultural connotation of the new zongzi among the target consumers, and establish a "big brand image of the new zongzi and the popularity of the audience".
④ Personnel promotion
Set up a strong sales team for the new zongzi, improve the retail co-marketing system for the new zongzi, strengthen terminal promotion, strengthen the recruitment and training of the sales team, and cooperate with the terminal promotion policy to compete with competitors on the terminal.
4. Channel strategy
With a good brand and a good product, we also need a good channel development model, and strive to push the products to consumers in the shortest time. For the new zongzi production _ _, channel innovation is the only way to develop the brand quickly if you want to make your brand stronger and bigger.
(1) distribution channels
The new zongzi is aimed at the mass consumer market, and indirect distribution channels must be adopted. The new type of zongzi is more suitable for selective distribution, which saves money and is easy to control. Use the inventory capacity of distribution channels to reduce the storage cost of enterprises.
(2) Logistics strategy
The production of new zongzi _ _ should combine its own conditions, select mature second-party logistics in each sales area, and undertake the work of goods transportation, warehousing, inventory control, order processing, etc. Through the computer information processing system and logistics networking, a fast and accurate order recording and processing system is established. When the homogeneity of zongzi is very strong, the convenience and the promotion of the shopkeeper can determine the quantity and variety of products sold. Special attention should be paid to these channels.
IV. Expense budget
(1) Advertising: platform advertising, TV advertising, newspaper advertising, billboards, etc. * * * million yuan
(2) Public relations activities (adjust the content of the activities according to the corresponding promotion plan before making a budget)
(3) Promotion activities: promoters, selling points, etc., about 51,111 yuan
New product promotion planning scheme 2
1. Industry form analysis
Market characteristics, consumption trends, related industry forms, etc.
2. Market research
Actual sales media survey, same industry situation, consumer survey
3. Comprehensive analysis of this product
Combining with the previous investigation and analysis, compare the advantages and disadvantages of our products and the development space. Correcting the place, etc.
IV. Marketing strategy
Market boiling point, leading operation mode, combining marketing plan of one's own products according to local conditions, product price positioning and sales channels, etc.
V. Brand promotion
Pay attention to changing marketing strategy after the product popularity has been improved to some extent. Pay attention to brand effect
Example: Converse Campus Promotion Plan
1. Overall analysis
Converse shoes, which were born in the early 21th century, are popular all over the world with their wild and uninhibited designs, and are a spiritual symbol of American culture. With their freewheeling, free and unconstrained dress patterns, Converse shoes have become self-fashionable.
Converse's sales network of sports shoes, casual shoes and clothing accessories has spread all over the world in more than 91 countries and regions, with more than 9,111 sporting goods stores and department store counters. Converse is a household name in the world, which is a luxury and can also be used by ordinary people. Its sales abroad are far ahead of the same industry.
With the entry into WTO, the China market is gradually in line with the international market, and Converse's market share in China ranks among the top three international sports brands, which shows that Converse has a great space in the domestic market at present.
In view of its domestic consumers, most of them are post-81s and post-91s, the campus is destined to be a good promotion space.
2. actual investigation
1. investigate the sales situation in converse specialty stores around the school
2. understand the students' preferences in the student shopping street and analyze the aesthetic trends of most students.
3. Go to some other specialty stores and compare with converse's sales.
4. Find out how much students like converse through questionnaires at school.
III. Comprehensive analysis of this product
Figure, table omitted
Conclusion: Converse has a great market prospect on campus.
iv. marketing strategy
1. a large number of leaflets make converse brand deeply rooted in people's hearts. Let the students have a comprehensive and cordial understanding of converse through posters and other forms in various positions of the school.
2. Visit the dormitory and sell on the spot. Send a team to visit the dormitory in person to publicize and promote.
3. hold a party and other press conferences to exhibit products.
4. Promote sales on holidays, and stimulate the desire to buy through lottery.
5. publicize after-sales service and resolutely ensure quality first.
note: the marketing plan must be hierarchical, clear in logic, with sufficient arguments such as charts and data, and be concise, practical and innovative.
Secondly, the basic terms and items of the plan should be complete, and the specific operation should be carried out according to local conditions and the actual situation. New product promotion planning scheme 3
1. Basic functions of marketing
Marketing activities can be summed up to solve two basic problems: first, to make the final consumers (customers) have convenient access to the company's products; Secondly, it urges the final consumers (customers) to make purchases.
the first basic function, we can understand, is to solve the problem of product channel coverage. That is, what channel model should be adopted to achieve product coverage and facilitate consumers (customers) to buy our products.
the second basic function, we can understand, is to solve the problem of product consumption. That is, through the combination of brand promotion and promotion, the purpose of stimulating consumer demand, establishing product brand preference and stimulating purchase behavior can be achieved.
therefore, when planning product marketing, we must mainly consider solving the problems of channel coverage and consumer pull. Of course, the starting point of any product marketing is product positioning, and all marketing strategies are carried out around product positioning and target market, and channel coverage and consumer pull are no exception.
second, solve the problem of channel coverage
we know that different products have different marketing models and their sales channels are also very different. For example, FMCG usually adopts the traditional distribution mode: manufacturers-distributors-wholesalers-terminals-consumers, or manufacturers-hypermarkets-consumers; The sales of large-scale industrial products generally adopt direct sales mode, and self-built marketing teams: manufacturers-industry customers, etc. For fast-moving consumer goods, because the audience is scattered, it is necessary to achieve consumer coverage through channel distribution.
For large-scale industrial products, because they are aimed at specific industry customers and involve complex product technologies, it is necessary for manufacturers' business personnel to deeply understand customers' needs and provide personalized solutions. Although the sales channels are different, they are all aimed at effectively covering the target market. Therefore, whether it is in the form of distribution channels, intermediary agents, personnel direct sales, TV shopping, online sales, telephone marketing, etc., it must be combined with the company's product characteristics, positioning and target market.
if you choose the right sales channel, does it solve the problem of channel coverage? Of course not. This is only the first step. Next, what we have to consider is, where are our key regional markets and where should the core of our channel layout be placed? What kind of sales network do we need to build in order to achieve our sales target?
For example, the annual sales target of beer in a city is 1,111 tons, about 1.5 million cases. If the average annual sales of each terminal outlet is 751 cases, then it is necessary to cover 2,111 terminal outlets, and how much do you need for all kinds of restaurants, restaurants, supermarkets and night shows? How should the corresponding' secondary wholesalers and primary distributors be planned? For large-scale industrial supplies, we should consider the distribution of customers, the sales range of a single salesperson, the size of orders and other factors to consider the layout of direct sales outlets.
Third, solve the problem of consumer pull
The problem of channel coverage has been solved, which shows that we have established a platform for products to meet customers. Whether customers will buy our products depends on our consumers' efforts.
In brand promotion, the characteristics of target customers, market distribution, daily behavior habits and other factors should also be considered first. Then, choose the appropriate publicity media and promotion methods to establish good communication with the target customers. For example, for popular consumer goods, we use more popular media such as internet and TV, supplemented by terminal promotion activities such as roadshows and community promotion. For customers in the industry, we can promote them by using periodicals, networks and other platforms in the industry, supplemented by industry exhibitions, conferences, technical exchanges, product acceptance meetings and other forms.
after determining the combination of brand promotion and promotion strategies, we should also consider the details such as the implementation time and frequency. Brand publicity