Current location - Recipe Complete Network - Catering industry - Marketing activity planning model article < p > before the start of a rich and colorful marketing campaign, we must prepare a complete activity planning plan, so how to write it! The following is the
Marketing activity planning model article < p > before the start of a rich and colorful marketing campaign, we must prepare a complete activity planning plan, so how to write it! The following is the
Marketing activity planning model article < p > before the start of a rich and colorful marketing campaign, we must prepare a complete activity planning plan, so how to write it! The following is the model article of the marketing activity planning plan that I have sorted out for you, which is for reference only. Welcome your reference. < / p > < p > < / p > < p > < strong > Marketing activity Plan 1 < / strong > < / p > < p > 1, SWOT Analysis < / p > < p > (1) opportunity Analysis < / p > < p > Modern life < / p >, mental stress, stress, excessive drinking, smoking, air conditioning, long-term lack of outdoor exercise and other factors, make people's immune function disorder, reduce resistance, immune function is an important physiological function of the human body. Immune dysfunction will lead to physical weakness and decline in the ability to resist diseases. as a result, some people will repeatedly catch colds, headaches and coughs, and now the environment is worse and influenza spreads diseases, while those with poor immunity are more likely to be infected. it can be seen that this pure natural Chinese herbal medicine cold capsule has a broad market prospect. And most cold medicines have an effect, such as allergies, which not only bring harm to people's body, but also cure the symptoms rather than the root causes, but the probability of infection is reduced to a minimum. < / p > < p > (2) Product advantage < / p > < p > Lianhua Qingwen capsule has good efficacy of anti-inflammation, anti-virus and improving body immunity. Compared with similar products, its product advantage is obvious: 1. The stability is high and the incidence of allergic reaction is low. It can improve the immunity of the body and has a wide range of clinical application. < / p > < p > (3) inferiority Analysis < / p > < p > unique product advantages and good market prospects make the manufacturers of cold medicine gather, and the competition is becoming increasingly fierce. but at present, there are strong brands of pure natural Chinese herbal medicine in the market, such as 999 Ganmao granules and so on. Therefore, Lianhua Qingwen capsule also needs to solve the following problems: < / p > < p > 1, brand awareness is not enough < / p > < p > 2, product pricing is unreasonable < / p > < p > 3, packaging design is not characteristic < / p > < p > 4, marketing channel is not smooth < / p > < p > in order to have a good sales prospect, the most important problem is to solve the popularity of the product, integrate the advantages of the product, and speed up the market popularity of the product. Cultivate and develop the market. < / p > < p > (4) risk analysis < / p > < p > Lianhua Qingwen capsule as a proprietary Chinese medicine, there are still some unclear taboos and side effects. < / p > < p > II. Drug marketing combination 4p plan < / p > < p > 1. Drug variety plan is an important part of drug marketing, and drugs should be an overall concept. at the same time, we should establish the concept of high quality of drugs and control the quality of Lianhua Qingwen capsules. < / p > < p > 2. The pricing scheme of drugs, the price of drugs is a very sensitive issue at present, and the pricing scheme of impact drugs in large pharmacies with low prices is particularly important. in the new environment, Lianhua Qingwen capsule should more fully consider the pricing of its own products and make the price more friendly to the people. < / p > < p > 3. The pharmaceutical distribution channel scheme, the long-term marketing mode of domestic pharmaceutical enterprises, makes pharmaceutical enterprises form a great channel dependence. Yiling Pharmaceutical Industry needs to establish a stable pharmaceutical distribution channel to further open up the distribution channel of private drugstores for Lianhua Qingwen capsule. < / p > < p > 4. Drug promotion plan, with the introduction of the new national medical policy, Lianhua Qingwen capsule must introduce a healthy promotion mode and a new marketing mechanism in the new form. < / p > < p > III, Marketing Plan < / p > < p > (1) We should abandon the previous models for doctors, such as hard work, advertising, promotion, prescription, etc., adhere to customer service orientation, speed up product research and development and brand cultivation, and reintegrate sales channels. < / p > < p > (2) it is possible to promote and promote sales through academic promotion meetings, which mainly refers to the promotion of sales by academic publicity and academic activities in the process of pharmaceutical sales. < / p > < p > (3) Advertising drives the OTC market. From the growth rate of the OTC market in recent years, the OTC market accounts for half of the country. OTC market is one of the main battlefields of future competition, and the marketing of this market is quite different from hospital sales, which more reflects the nature of pharmaceutical marketing, and uses super-large-scale brand advertising investment to promote medical consumption. < / p > < p > (4) Digital marketing can be carried out and e-commerce can be used to speed up the online sales of Lianhua Qingwen capsule, while saving expenses but producing greater benefits. Online survey can be used to collect customers' preferences and purchase methods, but also to better serve them, thus reflecting the characteristics of the era of personalized marketing. < / p > < p > IV, Marketing Strategy < / p > < p > (1) Market Segmentation < / p > < p > with the different levels of consumers, consumers of drugs can also be divided into different levels, such as ordinary consumers, senior consumers, and VIP consumers. < / p > < p > (2) Choice of target market < / p > < p > in modern society, the immunity of children and the elderly is generally very low, while young people are more likely to suffer from inflammation, so the target market is chosen as children, the elderly and customers with inflammation. Promote sales, in order to improve market share and brand awareness, establish a strong brand in the industry. In order to improve market share and brand awareness, we must do the following two points: < / p > < p > 1. To form a cost-based market competitive advantage, we should first strengthen the internal management of our own enterprises. management can not only produce benefits, but also improve efficiency and reduce costs, such as production management, personnel, marketing, finance and so on. The key is to adopt a management model suitable for the enterprise itself in order to achieve real benefits and reduce operating costs. Secondly, we should increase investment in research and development, develop some drugs with special clinical effects, apply for patents, make use of its irreplaceability, obtain relatively high profits, and reuse the profits to expand the overall scale of varieties of the same quality from other manufacturers, so as to further reduce operating costs and improve the competitive advantage of the whole enterprise in the market. < / p > < p > 2, form the competitive advantage based on intangible resources < / p > < p > first, in today's increasingly fierce competitive environment, intangible resources are more important, high quality and high price win in the bidding, the brand is a hegemony, is a series of memories, the brand has a powerful suggestive role. Pharmaceutical enterprises, like other consumer goods, good brands sell well, especially in the sales of OTC drugs. If pharmaceutical companies want to obtain brands, first of all, they should strengthen their R & D capabilities and develop drugs with special efficacy, which is the most important and core ability for the survival and development of enterprises, and win the trust of clinicians in prescription drugs. Second, strengthen the management ability of the company, in order to improve the business level of professional promoters, and virtually establish the brand awareness of the enterprise. Third, in order to establish an overall marketing concept, enterprises must earnestly establish the fundamental management concept of relieving the pain of the disease for patients, and start from the end customer rather than the production process. Only with a good marketing strategy can we establish a good image brand. < / p > < p > (3) Market positioning < / p > < p > 1, main functions of the product < / p > < p > Lianhua Qingwen capsule has good efficacy of anti-inflammation, anti-virus and improving immunity of the body. it can treat colds caused by fire or cold, without side effects, and can make the infection rate of the disease even lower. < / p > < p > 2. Compared with similar products, this product has obvious advantages < / p > < p > (1), high stability, low incidence of allergic reaction, < / p > < p > (2), and can improve body immunity. < / p > < p > 5. Marketing mix strategy < / p > < p > (1) Product strategy < / p > < p > now there are numerous cold drugs on the market, and the popularity of the product can be improved in the following ways: < / p > < p > 1. Emphasize the obvious advantages of this product, such as pure natural, most of the drugs now have side effects on the human body. But this medicine does not have this kind of medicine which has the side effect to the human body < / p > < p > 2, emphasizes has the enhancement organism immunity function 3, enhances the product attraction through the packaging, the packing attraction is also very big, is also one of the ways to increase sales. < / p > < p > (2) Price strategy < / p > < p > 1, cost-oriented pricing: reasonable pricing according to the cost of the product. 2. Competition orientation: the price of the competitive product is determined according to the price characteristics of the competitive product. 3. Customer-oriented pricing: < / p > < p > set the price of the product according to the market research questionnaire. < / p > < p > (3), distribution channel strategy < / p > < p > through hospitals, drugstores, online direct marketing, television and other channels for sales, channel sales partners are divided into two categories: one is the distribution management customers, is our key partner. Second, the engineering customer is our basic customer. < / p > < p > (4), promotion strategy < / p > < p > 1, we can promote sales by doing sales promotion in drugstores, using media, Internet and other modes. < / p > < p > 2, it can cultivate a number of good customers and establish a good social network. < / p > < p > 3. Build a good marketing team. < / p > < p > 4, integrate all kinds of local resources and establish a perfect sales network. < / p > < p > 5. Strengthen the management of the sales team: implement the three-A management system, adopt competition and incentive factors, hold regular sales meetings, establish the idea of long-term development, and combine use with training. < / p > < p > 6. Flexibly plan some sales promotion activities according to the market situation and the sales promotion activities of competitors. Theme ideas to avoid its advantages, attack its disadvantages, according to the company's product advantages and resource advantages, highlight the focus of planning and implementation. < / p > < p > 6. Summary < / p > < p > through the above scheme, we can improve the brand awareness of the drug, promote the sales of Lianhua Qingwen capsule, and occupy a larger market. < / p > < p > < strong > Marketing activity Plan 2 < / strong > < / p > < p > Industry Analysis < / p > < p > since the implementation of brand sales management in China's automobile market, 4s stores have become the most popular channel in the automobile industry. With this near-monopoly sales advantage, 4s stores rapidly accumulate capital and expand horizontally; at the same time, all kinds of capital are also concentrated in automobile sales channels, resulting in a new sales force in China's auto market-Volkswagen sales Group. Because the operation nature of Volkswagen sales group is no different from that of 4s store, it can not be called a new automobile sales channel at present, but compared with 4s store, Volkswagen sales group has some new advantages and development opportunities. < / p > < p > Market Development < / p > < p > according to incomplete statistics, there are nearly 100 large Volkswagen sales groups in China, which are distributed in all provinces of the country, most of which are concentrated in the markets where passenger car consumption is more developed. Volkswagen sales in Shanghai, Guangzhou, Beijing, Zhejiang and Shandong account for more than half of the country. < / p > < p > there are usually two types of Volkswagen sales involved in cars: < / p > < p > one is a comprehensive group with a wide range of businesses, such as real estate, catering, entertainment, tourism and so on. Volkswagen sells 4s stores is only part of the group's many businesses, less related to other businesses, such groups usually do not interfere with the independent operation of its 4s stores. < / p > < p > the other is the group with machinery and automobile as the main business, including car rental, maintenance, second-hand car and other automobile-related business. 4 Volkswagen sales s store is the most important part of the group business. it is highly related to other business of the group. the leaders of this kind of group know more about the automobile industry and participate in the operation and management of 4s stores. < / p > < p > generally speaking, at present, the relationship between Volkswagen sales Group and 4s store is not very close, the main relationship is focused on the personnel and financial management of 4s store, while the specific business operation is independently responsible for 4s store. Comparatively speaking, the relationship between 4s store and manufacturer is closer. < / p > < p > the emergence of large automobile sales groups is the result of resource concentration, and the advantage of resource concentration also brings some advantages to the development of dominant market and internal management of large automobile sales groups outside the enterprise. < / p > < p > 1, external market: networking and scale < / p > < p > at present, the network expansion of most Volkswagen sales groups is concentrated within the province, and this regional network layout brings a lot of benefits. For example, due to the convergence of consumers' geographical and cultural characteristics, automobile sales groups can more effectively grasp the needs of consumers; in addition, local groups are more familiar with the local government and enable 4s stores to enjoy better government resources. all these are conducive to the work of large automobile sales groups. Shanghai Yongda Group is a typical regional sales group. After 15 years of painstaking operation, it has become one of the most well-known dealers in Shanghai automobile sales market. < / p > < p > Volkswagen sales Group with stronger strength has broken through the provincial boundaries, and a national automobile chain taking Gome and SUNING as an example is taking shape. This kind of sales group has very strong capital, one is transformed from the original material company above the provincial level, with the background of state-owned assets, and the other kind of capital comes from listed companies or foreign capital. At present, the model of the national layout of large automobile marketing groups is Tangshan Jidong goods and Trade Group, which has nearly 100 4s stores and operates in Inner Mongolia in the north, Hunan and Jiangxi in the south, especially in Hebei, its stronghold. The sales network has basically covered every prefecture-level city. In addition, another large automobile sales company, Guanghui Automobile Service Group, its secondary group also covers Henan, Guangxi, Xinjiang, Anhui and other provinces and regions. The operating goal of the whole company in 2007 is as high as 16.9 billion yuan. The power behind this is from domestic private listed capital (Xinjiang Guanghui) and international capital (Xinqiao Investment in the United States). < / p > < p > for Volkswagen sales, millions or even tens of millions of investment in building stores requires stable consumption, while consumers' one-time purchase investment of 100,000 or even millions of dollars also requires sellers to provide high-quality products and high-quality services. This high investment between buyers and sellers inevitably requires a stable sales relationship to be maintained. According to the consumer psychological test, the more large-scale chain sales organizations are, the more they will enhance consumers' trust in sellers and make consumers have a subconscious sense of security to product quality and after-sales service. In fact, large sales channels can not only provide better hardware conditions, but also provide more standardized and standardized services. This kind of high-quality product assurance and high-standard service is particularly important for automobile sales. < / p > < p > 2. Internal management: low cost and high resource integration < / p > large-scale brings the advantages of low-cost operation and high resource integration. Volkswagen sales