Tisch
There is an old saying: "The smell of wine is not afraid of the depth of the alley." Therefore, as long as it is a good product, it is not afraid of not being recognized by consumers. However, the sooner it is recognized by consumers, the sooner it will gain enterprise benefits. Then, to let consumers know about our products, we must rely on economical and effective product promotion and planning. The quality of a product is often measured by quality, word of mouth, word of mouth and many other factors. Quality is the product's own condition; Reputation is the company's long-term goal; Word of mouth is the evaluation that consumers experience personally. To establish a good reputation in the minds of consumers, on the one hand, in addition to ensuring the quality of products. In addition, it is also essential to strengthen marketing and publicity. Then, in order to make the company's products have a better market and make the company have a good income, a product promotion plan was specially made.
1. Publicity purpose: to make the company's products produce better value for the company while retailing and ordering in bulk.
Second, the activity area and scope: Shiyan local.
Third, the activity time: during the Spring Festival, before the first month. That is, before most consumers start working.
Four. Event leaders: Song and Li Man (draft)
Verb (short for verb) Target community (to be determined):
Beijing Road: Shangri-La Longteng Shangcheng
Dongyue Road: Fukang Community of Jindi Century Garden
Renmin Road: Riverside Community in Lin Yan Community
Checheng Road, Lanshan County
Specific details of intransitive verb activities;
(1) Preparation before the activity:
1. Equipment preparation: a display table, a poster or billboard (as background), a pair of wireless microphones, several products, several product leaflets, water, etc.
2. Personnel preparation: 2 on-site presentation and introduction personnel (concurrently engaged in business handling and fee registration) and professional installation technicians 1 person.
3. Local coordination: the person in charge will negotiate with the residential property in advance.
(ii) The specific process of the activity:
1. Arrange the community to be visited and the specific publicity place one day in advance, and gather at 8: 30 in the morning to prepare.
It starts at nine o'clock. One person introduces the product, one person gives a live demonstration, and one person is responsible for distributing advertising leaflets.
2. There are two forms: order acceptance and on-site purchase. After the on-site purchase is paid by the consumer, the professional installer will install it at home.
If you place an order, you should pay the deposit first, and then sign the relevant formalities.
3, lunch break, sorting and accounting items, etc. Eat separately. Continue in the afternoon.
4. After the day's activities, put away the promotional items. Check the performance of the day according to the arrangement of the person in charge, and put away the equipment and articles used the next day.
5. Do a good job in publicity and after-sales work, register the contact information of consumers and subscribers, and give long-term feedback.
Seven, attached to the product publicity budget and advertising words.
extreme
I. Project background
China (Hangzhou) XXX Group Company is a large enterprise group with modern enterprise characteristics, which is famous at home and abroad for producing and operating modern Chinese patent medicines and health care products.
However, due to the aging product structure and single marketing method, the overall product sales of Dengfeng Company are in danger of falling. In order to fundamentally change this unfavorable situation, after careful pre-market research, we decided to take advantage of the research and development of new Dendrobium candidum granules, introduce the external brain, and plan to promote new Dendrobium candidum products to enter the market.
Second, the planning objectives
It is hoped that through the introduction of this case marketing plan, China Dengfeng health care products will promote the marketing of other products of the company through the successful marketing of new Dendrobium candidum granules, thus strengthening the overall terminal sales team and brand image of the enterprise and focusing on the target expectation:
1. At first, the main market was Hangzhou, the provincial capital. After the Hangzhou market is stable, it will penetrate into other parts of the province or outside the province.
2. After 8 months of effective market planning and promotion, the sales revenue of new iron sheet reached150,000.
3. Strengthen the existing terminal sales team through effective market planning and promotion for 8 months.
4. Through 8 months of effective marketing planning and promotion, enhance the brand image and brand trust of a certain Dengfeng.
5. Strive for 8 months of effective market planning and promotion, and establish market position and reputation through the company.
6. After the successful promotion of tin products, the packaging integrates other brands of the company.
Third, planning strategy.
In half a month's time, the existing 180 terminal in Dengfeng was carefully investigated.
In a month's time, I randomly visited hundreds of consumers in Dengfeng.
Conduct in-depth interviews and investigations on product knowledge and market trends with iron sheet development experts;
In-depth interviews and questionnaires were conducted on the ideological trends of all employees in a company in Dengfeng;
Interview and investigate the existing dealer network of a Dengfeng company;
Conduct all-round and detailed research on the biggest competitor "vertical drilling" in the product market;
Follow-up research on other competitors who have entered the market, such as "Kang Min" and "Scout";
Conduct market search research on potential competitors who are about to enter the market.
After a lot of careful research, some market backgrounds of this case gradually became clear.
Fourth, the market environment analysis
Looking at Hangzhou Tieda Fengdou product market, there are obviously the following characteristics:
There are few product varieties and brands;
The product market is not subdivided because it is not saturated;
Iron products have no clear product positioning;
Pioneer "vertical drilling" brand iron maple bucket crystal series products stand out;
A few follow-up brands are forced to be on the defensive because of the strong competitive advantage of "vertical drilling";
Over the years, most of the sales of Tiefengdou products have been produced in the gift market;
Tiefengdou products have a strong sense of consumption, but because of the high price, they are limited to high-end consumers;
There is a certain degree of trust crisis in consumers' minds about Tiefengdou products.
An analysis of the industrial environment of verbs (abbreviation of verb)
Because the natural Dendrobium candidum has high requirements for the growth environment, Dendrobium candidum has been affected by the relationship between supply and demand for many years, and its price is relatively high. However, the vertical diamond Dendrobium candidum of Zhejiang Yinghuang Pharmaceutical Co., Ltd. took the lead in establishing the planting base of Dendrobium candidum, and took it as the commanding height to attack its followers.
Even so, the huge market space of Tiepi Fengdou still attracts many brands to advance wave after wave and want to share a piece of the action.
According to some reliable market information, the market of Tiefengdou products has come. jujube
Site: Zhejiang, Tongjunge Pharmaceutical Factory, Moriyama Pharmaceutical, Lei and other enterprises that have produced iron maple crystals. Greater market action is being planned.
Off-site: More powerful enterprises and brands have set their eyes on this hot market and are ready to invest money and manpower to produce iron sheets to compete for market share.
It can be predicted that in the near future, the product market of Tiepi Fengdou will be filled with smoke because of the re-division of market share!
Six, brand position analysis
As a brand with decades of history, Dengfeng brand has the following advantages and problems:
Brand advantage point
(1) brand has a long history and has a good brand awareness in the province;
(2) parent brand has strong brand strength and brand influence;
(3) Having a mature dealer network system;
(4) Good cooperative relations with 180 supermarkets and medical terminals;
(5) There is a marketing promotion team active in the terminal line all the year round.
Brand problem point
(1) Dengfeng brand has certain brand aging phenomenon;
(2) Dengfeng series products have never been integrated into the product image;
(3) The image of Dengfeng Dendrobium candidum crystal products entering the market has not been clear;
(4) How to mold the unique product personality of Dengfeng Dendrobium candidum crystal;
(5) How to face the market attack of product market leaders;
(6) How to complete the market segmentation of the product market in advance;
(7) Whether the marketing team of the integrated enterprise can fight for the terminal;
(8) There is no sales director in the direct selling market, and the execution of marketing measures is weak;
(9) How to make use of the advantages of parent brand to make Dendrobium Dengfeng quickly gain market recognition.
Seven, positioning measures
(1) For the conventional consumer market, the product is positioned as "diamond tonic";
(2) For the gift market, it is positioned as "distinguished gift";
(3) The main slogan is "I rely on it to do things".
3. According to the key points of the market, formulate corresponding price strategies for market leaders. Prices are divided into three categories: gifts, ordinary and ordinary.
4. Adopt the packaging strategy of "high-grade packaging" and adopt new materials in production to strengthen the product image.
5. Prepare for the development of product series and integrate the overall product image of Dengfeng brand in time.
6. Develop outdoor advertising promotion strategies for all terminals.
7. Formulate the promotion scheme of large-scale terminals to promote the promotion and interaction of brand products.
8. Formulate a large-scale public relations promotion plan for the downtown square.
9. Develop unique special sales for some special people.
10, held the activity of "Climbing the Peak by Ten Thousand People" to enhance the brand reputation.
Eight, the market strategy
At the end of May 2003, after full investigation and analysis of the consumer market in the early stage, the following basic planning ideas were put forward:
1, Dengfeng Nutrition and Health Products Company relies on parent brand XXX (XXX? Produced in Dengfeng).
2. Determine a clear product positioning (there is no clear product positioning in the tin market at present).
Nine. Planning and implementation of this case
After three months of in-depth research and careful planning, the product was officially launched on August 25 of the same year. After a hot sale in the Mid-Autumn Festival (the cumulative number of terminals in Hangzhou alone reached 500,000/day), XXX? Dengfeng Tin successfully occupied the market and was widely recognized by dealers and consumers. So so? Dengfeng Company recovered its initial investment cost in only four months.
It is estimated that by the Spring Festival of 20XX, the sales of all terminals will reach 28 million yuan, which greatly exceeds the expected target of market planning.
Tisso
Time: 20XX 65438+1 October1
Location: Taobao website
Activity goal: on the day of New Year's Day holiday, give discounts to new and old customers, promote product sales, and enhance store reputation.
Open target: all customers of Taobao and other websites.
The basic orientation of activities: holiday promotion
The specific scheme is as follows:
First, products are advertised on the front page of the store, and regular customers can easily find such activities. Practical decoration templates in the station make the activities more beautiful.
Second, post on other websites and Taobao to attract more new users.
Third, make use of the products with good sales in the through train to make other promotion links and increase the number of views.
Fourth, use Taobao window recommendation to recommend products, so that products can be displayed in the most conspicuous position instantly.
Prepare enough time to meet the new peak period and answer questions.
The intransitive verb called a meeting to discuss the plan.
Seven. Implemented after unanimous approval.
Planner: Zang Duoduo
20xx65438+February 25th.