Text Overview of Marketing Plan Template (I) I. Product Strategy
Product strategy mainly refers to the renovation of the color, taste and appearance of desserts. It mainly studies new product development, product life cycle and brand strategy, and is the basis of price strategy and promotion strategy. Only by endowing products with characteristics can we leave a deep impression on consumers.
1, a new product is launched every month, which can change the taste and collocation and give guests a refreshing feeling.
2. It can make dessert containers more attractive and unique. Let the guests be interested not only in the products, but also in the unique style of the store.
Second, the price strategy
Price strategy mainly refers to dessert pricing, mainly considering cost, market and competition. Mainly study dessert pricing, price adjustment and other marketing methods.
1, the price difference shall not exceed the cost of the product itself, and the price shall be appropriately adjusted according to the season of raw materials.
2. Dessert is served at half price every week.
3, a one-time consumption of xx 8:50 discount.
Buy a membership card and enjoy a 10% discount on each item.
5. Give a card with a one-time consumption of over xx yuan, and three cards can be exchanged for one xx.
Third, promotion strategy.
The promotion strategy is mainly to adopt certain promotion means to promote products and increase sales. The forms of promotion are advertising, promotional activities, personnel sales, word-of-mouth operation and so on. Let consumers enter the store to consume products through promotion, and whether the strength and scheme of promotion are appropriate enough to influence or manipulate the popularity, image and sales volume of products, and even the brand image of dessert shops. The specific operation is as follows:
(1) Self-made in-store advertisements.
In-store advertisements mainly include storefront advertisements, window displays and price lists placed on tables and posted on walls.
Pay attention to the following two points when advertising in the store:
1, select the appropriate number of advertisements. Too many advertisements in the store will destroy the inherent characteristics and atmosphere of the store, but will weaken the effect of advertising, so the focus should be on the basic products of brand products.
2. Pay attention to the posting position.
Television, radio, newspapers and other mass media.
Before the cake shop decides to use the media to advertise, it must carefully analyze the coverage, main audience, audience and their relationship with the company's market segments, find out their intersection and create promotional effects.
(2) Use street flyers.
Distributing leaflets in the street is a common means of promotion. Because of its low investment cost, many dessert shop owners adopt this promotion method, but if the preliminary work is not done well, it usually has little effect. Therefore, the following points should be considered:
1, the content of the advertisement.
Not too much, should try to be limited to key content, such as store name, brand products, price, telephone number, address, concise map, etc. At the same time, whether there is collectible value from the perspective of the recipient, such as printing discount coupons or exchanging souvenirs, and whether there is an official seal and a clear expiration date. This is beneficial for customers to take a positive attitude towards the authenticity of coupons.
2. Pay attention to the training of distribution personnel, not to everyone, but to a certain customer group suitable for consumption.
3. Give gifts.
4. Attract traffic advertisements from mobile customers.
Overview of Model Text of Marketing Plan Template (II) I. Background
Cross-stitch is a craft originated from xx, which was first popular in the court and later introduced to the people. People can make their favorite patterns according to their hobbies, which can be used to decorate daily necessities, mobile phone chains, card sets, wallets, pillows, various backpacks, tablecloths, murals and so on. , entertain yourself and reflect your personal style. As a gift for relatives and friends, there are unexpected gains. In the increasingly stressful modern society, cross-stitch is not only a decompression method, but also a new leisure fashion.
Second, the current marketing situation analysis
(A) Analysis of market conditions
The advantage of cross-stitch is that it is easy to learn and does not need too many embroidery skills. Therefore, it is not difficult to embroider very high-quality cross-stitch by mastering certain methods, but the finished cross-stitch products on the market are very expensive and have become a luxury for ordinary consumers. Therefore, these amateur cross-stitch lovers can win the love of consumers at a lower price.
(2) Status of competitors:
1 and xx also have several cross-stitch shops, but the price is too high for college students to afford. Our price is more suitable for college students.
2. The services of several cross-stitch shops in 2.xx are not in place, so we can deliver them to your door. Teach embroidery by hand and solve their problems in time.
We can help them design the cross stitch they want within our ability.
The quality of our cross-stitch is slightly lower than the market price.
(3) Analysis of target customers
At present, cross-stitch is becoming more and more popular among college students. Our customers are mainly students and teachers of our school and students and teachers of surrounding schools.
1, college students:
Students can do some handicrafts in their spare time, and cross-stitch is a good choice. They can embroider some pendants (card sets, mobile phone bags, mobile phone pendants, etc. ) Send it to friends or classmates. Moreover, cross-stitch is simple and the price is appropriate.
2. Teacher:
Teachers can also embroider some pillows or murals for relatives and friends when they are free.
Three. Opportunities and problems
1, advantages:
The price is cheap.
② Good service (on-site embroidery teaching, exquisite packaging, home delivery).
③ The product quality is good.
④ Handicrafts are more expressive and memorable.
At present, there is no cross-stitch shop around the school, and there is a certain market.
⑥ Diversity.
2. Disadvantages:
(1) Insufficient funds.
(2) insufficient supply.
③ The popularity of cross stitch is not high.
(4) There are many competitors.
Fourth, marketing strategy.
(A) products (cross-stitch semi-finished products)
The main marketing products are:
1, card sleeve (finished products can be used to hold bank cards, various small pieces, etc. ).
2. Mobile phone case (finished products can hold mobile phones, RMB, etc. ).
3, murals (finished products have ornamental value, decorate the room, etc. ).
4, small pendants (finished products can be used to decorate bags and so on. ).
5. Pillows.
6. wallet.
(2) Price
At present, the cross-stitch of true love brand is cheap and guaranteed. And the price is cheaper than Nanning takeaway, which is more suitable for students. We provide special services and on-site embroidery teaching, and also leave contact information for customers. Customers can contact us if they have problems, and we will help them solve them in time. We can also design the cross-stitch style that customers want according to their requirements within our ability. Our aim is to meet the needs of customers.
(3) Promotion plan
We make the following channels according to the characteristics of students and the conditions of the school:
(1) Broadcast publicity
Let the students know more about cross-stitch by explaining our cross-stitch on the radio, and broadcast it at 4 pm every Friday.
(2) Poster publicity
When entering new goods, put up a poster listing the types, styles, features and discounts of cross-stitch for publicity, so that more people can know that the top three can enjoy X-fold activities.
(3) Online publicity
Use the website of xx store in our school to register and publicize the store, and introduce and compare the products in detail.