Time flies, a period of work is over, we have ushered in a new stage of work, and we have to set new goals. At this time, it is very necessary to write a plan. When I picked up the pen, I found that I didn't know what to write. The following is my collection of new product marketing plans for your reference, hoping to help friends in need.

New Product Marketing Plan 1 I. Market Survey and Analysis

In order to better understand our target market and formulate the most suitable marketing strategy, we conducted a series of market research activities, including: randomly conducting 100 questionnaires at school; Investigate the book sales of the existing bookstores in the school; Visit teachers and classmates, etc. Acting as an agent for market development and marketing planning. Our findings and analysis are as follows:

1 phenomenon

According to the survey, the total number of students in Zhuhai College of Jinan University is about 5,600, including 3,600 internal students and 20xx external students, and the ratio of internal and external recruitment is 9: 5. Overseas Chinese School is the characteristic of Jinan University, and foreign students have high consumption level and strong purchasing power, so we will have a special market more than other universities. As can be seen from the chart, the types of books purchased by foreign students are periodicals, magazines and comic novels, accounting for 56% and 30% respectively. Relatively speaking, the purchase of internal students focuses on teaching materials, accounting for 45%. But the problem with * * * is that the total amount of books bought by students is less than that of 50 yuan.

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From the above phenomenon, we can see that the purchasing potential of college students is huge, and it is also worth developing in Wenhua Book City. As can be seen from the picture on the right, both the recruits inside and outside the school prefer to go to the Book City to pick books in person (75%), but because Wenhua Book City is far from our school, 46% of the students find it inconvenient to buy books. In addition, some students feel that the original price of books is high (34%), which leads to low consumption and poor desire to buy. Therefore, we believe that the existence of campus agents in Wenhua Bookstore is very necessary. With its price advantage and good delivery service, campus agents will certainly be able to develop the campus market well.

3. Conclusion

Through the investigation and analysis of the market and the understanding of the school policy, we notice the following points worthy of attention: First, most students think it is inconvenient to buy books, and the price of books is on the high side. As an agent, price reduction and delivery are our advantages; Secondly, most students like surfing the internet and eating in the tea restaurant in the north gate after school. Therefore, online publicity and cooperation with the tea restaurant in Beimen are two important ways for us to expand publicity. Third, there are many restrictions on students' part-time jobs, and students are not allowed to do publicity agency activities openly. Moreover, students' attitude towards general leaflets is relatively cold, so we will improve the publicity effect by establishing reading clubs and improving leaflets (see sales strategy for details).

Second, the competition analysis

Through investigation, we found that there are few bookstores or newsstands near the school, and the main competitor is the campus bookstore. Campus bookstore occupies a large share in the school book market by virtue of its geographical advantages, but there are many shortcomings in this bookstore, such as: the variety of books is too single, comic novels are outdated, magazines and newspapers are slowly updated, and the variety is incomplete. All books are sold at the original price, and there is no price advantage at all ... In contrast, the campus agency has obvious advantages. As long as the publicity is in place, we are fully confident to obtain most of the campus market after the business is launched.

Since the launch of the new product marketing plan 2 xx, credit business has been the "main Hua Dan". Xx business is also an important social public utility of the country, and xx network is also an important communication infrastructure of the country.

And xx greeting card business is the main highlight to promote the development of letter business. According to the unified deployment and strategic requirements of xx Bureau of xx City, in order to achieve the sales target of xx greeting cards, the Forest Public Security Bureau proposes the following scheme for xx greeting card marketing:

First, marketing ideas.

Understand products, put forward highlights, attract customers, take the initiative to attack, promote sales and ensure tasks.

Second, the marketing objectives

Plan objective: to sell xx cards.

Third, marketing methods.

(A) understand the meaning of xx greeting cards

Every greeting card is born like a newborn, and every sentence and word has a very profound meaning. We should believe that "there are no unsalable goods in the world, only unsalable people", but if we don't know our own products, how can we promote them?

(B) put forward highlights to attract customers

After we fully understand the meaning of xx greeting cards, we should put forward highlights according to its meaning to attract customers. Nowadays, most people use computer greeting cards, but computer greeting cards have many shortcomings and cannot fully show the wishes of the well-wishers. Making greeting cards independently on the computer is not a simple procedure, and many people don't have this technology. The characteristics of xx greeting cards are embodied here. It is not just a card and a piece of paper, but a sender who can fully reflect the wishes of the well-wishers. Our greeting cards are mainly to promote forest safety, which can not only express our wishes, but also express our concern for each other's life safety, and at the same time promote forest safety in a unique way. For customers who like to collect, this unique forest safety publicity greeting card is even more unique.

(3) Understand customers and take the initiative.

Our ultimate target customers are all the people in xx city, with the purpose of promoting forest safety knowledge to the people. Then we should fully understand the people's thoughts. In fact, the idea of ordinary people is very simple: the family is safe. We can grasp this key point and combine the characteristics of our forest safety publicity greeting card to promote forest safety and raise everyone's awareness of forest safety. Everyone pays attention to forest safety, so that we can ensure family safety.

(D) to promote publicity to ensure the completion of the task.

Because the biggest drawback of our xx greeting card is life, we can't jump out and tell everyone that it was born, and it is there. To this end, we need to increase publicity. We can publicize its existence and value by means of external newspaper, strengthen its distinctive features, let its value penetrate into customers' hearts and attract customers to take the initiative to buy.

New product marketing plan 3 I. Overall concept:

In order to cooperate with the slogan "Village Foundation, Your Dietary Expert" put forward by Murakami, the concept series of "Four Seasons Health" fast food was launched. From the perspective of Chinese dietotherapy, according to the climatic and humanistic characteristics of each season, 2-4 sets of special health fast food series are launched every season. The quarterly series is mainly set meals, supplemented by corresponding desserts, soups and snacks. The product is based on the theme of "keeping healthy by virtue, eating healthy". Weaken its fast food form.

Second, the new product target market:

The target market of new products includes two parts. One is the existing market of rural bases, including office workers and students. The other is to attract a group of consumers who have doubts about the nutritional value of fast food through this health care series, including some elderly people and people who demand high quality of life. This is also the reason why TCM emphasizes the health value of this series and weakens its fast food form.

Third, the new product design:

1, Spring: Lunar calendar from beginning of spring to Long Summer.

Product design background:

Spring diet should master a principle: according to the change of temperature, food will gradually change from warm and sweet to light and nourishing yin.

In early spring, the diet should be warm to avoid cold. Warm vegetables and wild vegetables, such as bamboo shoots, Chinese toon, spinach, willow buds, shepherd's purse, onion, ginger, garlic, leek, mustard and so on, are provided in the set meal.

Mid-spring diet should be sweet. Eat yam, red dates, honey, celery and other foods that benefit the spleen and stomach properly, and eat less acidic foods in the name of hurting the spleen and stomach.

2. Summer: The lunar calendar goes from long summer to beginning of autumn.

Product design background:

Summer is the most sunny season and the most vigorous time for human metabolism. People sweat a lot, and it is easy to lose body fluids. In summer, light food should be the main health care to avoid hurting body fluids and consuming gas.

The diet in summer is really light. Summer is hot, and people's digestive function of spleen and stomach is relatively weak. Rural grass-roots units can use heat-clearing and detoxicating foods, such as chrysanthemums, celery, Chinese cabbage, coriander, bitter gourd, bamboo shoots, cucumbers and wax gourd. Fish such as herring, crucian carp, silver carp, etc. These foods can clear away heat and relieve fatigue, and have certain preventive effects on heatstroke and intestinal diseases.

Summer diet should replenish qi. You can choose some foods that nourish yin and invigorate qi, such as carrots, spinach, longan, litchi, peanuts, tomatoes and so on. Summer is full of energy, which easily hurts people's feelings. In this season, we should focus on invigorating qi and nourishing yin, clearing away heat and relieving summer heat, such as melon, watermelon, lotus root and duck meat, and should not eat more warming products.

3. Autumn: The lunar calendar starts from autumn to winter.

Product design background:

In autumn, the yang gradually closes and the yin gradually grows. At this time, the human body should also conform to the laws of the four seasons and enter the opportunity to protect yin. In terms of diet, we should prevent dryness, nourish yin and moisten the lungs.

The diet should be moist in autumn. More products with sweet and cold taste should be selected, such as lily, tremella, yam, pear, grape, water chestnut, glutinous rice, sugarcane, soybean milk, sesame, lotus root, spinach, pig lung, nail fish and olive. These foods have the functions of moistening lung, promoting fluid production, nourishing yin and clearing dryness. Products should contain less pungent taste, such as onion, ginger and pepper.

Diet should be nourishing in autumn. Tonifying in autumn is one of the key points of TCM health care, which lays a good foundation for tonic in winter and avoids the occurrence of depletion in winter. Proper use of Radix Adenophorae, Radix Ophiopogonis, Lily, Almond, Bulbus Fritillariae Cirrhosae and other Chinese herbal medicines has a good effect on relieving autumn dryness.

Autumn should be less pungent and more sour. Eat less spicy products such as onions, ginger, garlic, leeks and peppers in autumn to avoid hurting the lungs; Choose sour foods such as apples, pomegranates, grapes, mangoes, pomelos, lemons and hawthorn to prevent autumn dryness.

4. Winter: the winter solstice in beginning of spring in the lunar calendar.

Product design background:

Winter is the season when all life lurks and hides. At this time, it's cold, and the human blood circulation slows down. Chinese medicine believes that at this time, the cold pathogen is strong, which is easy to hurt the yang of the human body. Therefore, winter health care focuses on nourishing.

Diet should be nourishing in winter. The basic principle of dietary health in winter is to conform to the principle of storing yang in the body, gathering yang and protecting yin. Mutton, shrimp, leeks, longan, fungus, chestnuts, walnuts, turtles and other foods can be properly selected; Eat more potatoes, such as sweet potatoes and potatoes; Vegetables such as Chinese cabbage, cabbage, white radish, soybean sprouts, mung bean sprouts, rape and so on.

Avoid eating cold things in winter. Therefore, we should eat less cold food such as water chestnut, persimmon, raw radish, raw cucumber, watermelon and duck in winter.

The above are the principles of new product design, and the specific dishes should be designed according to the above seasonal and taboo ingredients. Pay special attention to the supply of raw materials and increased costs.

Fourth, the promotion and listing of new products.

Main forms of publicity:

The main form of new product promotion still follows the rural base's new product promotion form, that is, making large posters at the entrance of restaurants and ordering places for promotion.

Other forms:

1. Among other suggestions planned here, we suggest setting up a display board at the door to announce the recent suggestions made by customers and the solutions for rural areas. At the same time, an area can be opened on this exhibition board to promote new products. At the same time, during the period when new products are just listed every season, you can choose multiple questions related to new products to increase the popularity of new products.

2. Set a small plastic ordering board similar to a coffee shop on each table, on which new products can be properly promoted.

New product release form:

A small number of pilot sales can be carried out first to test the reaction of the market and customers. After establishing a certain customer group to absorb customer suggestions and make improvements, new products can be fully launched.

New product marketing plan 4 I. Overview

The company has implemented chain sales nationwide. Now I am going to open a mobile phone chain store in a city in Guangdong. I have made a comprehensive investigation in this city and have a certain understanding of the cultural situation of this city. The company sent me to the city to investigate and develop the local market.

Through 10 day's investigation and research on the local market, we learned about the local mobile phone market and completed the marketing plan of the company's chain operation in this city on * *.

This scheme can help the company understand the mobile phone market in this city, and can also guide us to carry out actual marketing work in this city.

Second, the market analysis

(a) user analysis

1, target market

Through the market questionnaire, the results of random sampling show that most of our product consumers are people who pursue fashion and are at the forefront of fashion, mainly factory workers, students, college graduates and young people who accept the forefront of fashion. Other elderly people and people with poor hearing will also become our customers.

Factory workers and young people buy our mobile phones in pursuit of fashion, and the consumption level is relatively low, generally around 1000 yuan. Old people and people with poor hearing mainly value the effect of loud volume, good sound quality and clear font. Although the elderly have the ability to buy, they will not buy easily, but can enter the market in the form of family gifts. People with poor hearing are also the main consumers of this mobile phone. However, the premise of young people is that men are the mainstay, and the elderly do not need to consider gender.

2. Consumption preference

In the market survey, it is found that consumers are generally easy to accept middle and low-grade products; I like imported brand machines and domestic mobile phones with good quality; Consumers want personalized mobile phones, specially customized mobile phones; The main purpose of consumers buying mobile phones is to contact people, work needs and conform to fashion trends; At most, a mobile phone is to make phone calls and send text messages.

3. Purchase mode

In the market survey, it is found that the time for the general public to change their mobile phones is about 2 years; Price 1000-20xx yuan; Generally buy mobile phones in specialty stores or hypermarkets; The most important thing is the function, brand and style of mobile phones, which has become the advantage of our chain enterprises to provide products that customers need.

4. Information channels

In the market survey, it is found that consumers know that a novice is mainly about TV, internet, leaflets and the interaction between classmates and friends, and leaflets are effective.

20xx new product marketing activity plan model 3

Enterprise development and enterprise survival are always the most concerned issues for enterprises. Of course, enterprises can only develop if they survive. If even survival becomes a problem, then there is no way to develop! Since enterprises want to survive, they must develop, and how much they know about the market also greatly affects the foundation of their survival. Doing a good job in marketing is very important for the development of enterprises!

Marketing plan for new product promotion of enterprises. Contents of marketing plan: All-round, three-dimensional, soft and hard market promotion should be carried out at the initial stage of new product listing. The marketing plan is as follows:

First, the theme of the event: caring for the family, you, me and him-lucky draw.

Second, the activity time: the introduction period of new products

Third, the purpose of the activity:

1, zero-distance contact with target customers, and rapid dissemination of product concepts and product benefits. (unchanged for two months)

2. Let the target consumers know, understand, try out and experience new products.

3. Let the target consumers know what they need, and guide and educate them.

4. Be a shopping mall hotspot, a community hotspot and an urban hotspot.

5. Attract a large number of target consumers.

Four. Activity content

1) Layout in the mall:

1, equipped with two excellent salesmen, introduces the concepts of products, companies, agents and consumption monitoring to customers, and strengthens the benefits of the company's products to customers.

2. Play the company's consumption monitoring feature film, preferably on big TV.

3, conditional shopping malls can engage in a little knowledge quiz "lucky draw, care for your family, you, me and him" activities.

Activity steps:

1) The sales staff distributed the product information of the counter to customers, and informed us actively, during which there was a prize quiz and lucky draw. After reading the information, you can get a lucky draw by answering a question correctly, with a winning rate of 100% and a grand prize-counter products (to be determined).

2) Gifts: general gifts and a grand prize (counter products). General gifts are small gifts made by the company (to be determined); The grand prize is one of the counter products, and there is a grand prize every day. You can add another one when you take it out.

3) Set a lottery box next to the counter, which contains two kinds of table tennis, of which only 1 yellow ball and 49 other white balls; A set of 40 question cards (preferably 100).

4) Rules: draw a lucky draw for answering questions correctly; There is only one chance to draw a lottery; Draw a white ball as a commemorative prize and a yellow ball as a grand prize; 100% wins the prize, and there is a big prize every day.

4. Consumer monitoring products enter the shopping mall dm.

5. Live popular advertisements.

Principle: concisely reflect the information of consumption monitoring products and lottery giving activities.

2) sp outside the mall:

1. Set up a publicity point at the main entrance of the mall. Promoters (pants) will publicize the consumption monitoring products to every customer in the shopping mall, and point out the counter location and lottery activities.

2. Hang a banner at the main entrance of the mall: I wish the grand opening of the consumer monitoring counter. Or hang two vertical banners, from the beginning: "I wish XX Company the first export industry in July"; "I wish the consumer monitoring counter a grand opening."

3. Hang two floating hot air balloons and two banners in the shopping mall open space.

3) Promotion in urban communities:

This community promotion plan should be operated according to local conditions.

1, community selection:

1) It is best to be close to the counter, so as to form a three-dimensional pull in the area and show each other.

2) It must be a high-end community near the counter, where the target consumer groups gather, where the promotion can be said to have a "multiplier effect".

3) If the above conditions are met, first select 1-2 communities (one in the middle and one in the high end) for the pilot. After the pilot is successful, it will be promoted and replicated, and then standardized urban community operation will be carried out. 2. Orientation of community promotion

1) The promotion in the community must reflect the overall strength and brand image of the company and local middlemen; Reflect the long-term, safety and professionalism of manufacturers and middlemen serving the target consumer groups; Reflect the promotion of humanization, family and affection; Reflect the improvement of integrity, unity and coordination.

2) At present, the promotion in the community should naturally guide the target consumers, pay attention to education, exchange information and make flexible adjustments based on surveys.

3) Let the target consumers experience and try wholeheartedly.

3. Community promotion content

1) Community activities:

Theme: The care of new fashion is around you.

B location: large, medium and high-end community.

C time: After the counter is open for one week, it is generally arranged to rest on Saturday and Sunday.

D publicity mode: one drag n(n is determined according to the actual situation), "one" is the main publicity point of the community, and "n" is the secondary publicity point.

E activity creativity: community, obviously it is a paradise of family integration, where you can always feel a kind of warmth, a kind of care and a kind of quietness, where you can see the "appearance", soul and connotation of home; Understand that people here are blending with nature, keeping company with rest and experiencing life! Therefore, we should "do as the Romans do" here and respect their principle of quiet life. We just have to do it gently, say it gently, show it gently, and demonstrate it gently. At the same time, our activities should be integrated with home, so that they can feel the smile, kindness and care of the promoters, find interest and rest in the activities, find the feeling of "home" in the activities, and let them know, understand, generate interest, promote demand and even produce purchase behavior in the guidance and education of nature.

F. Activities:

The community promotion shortly after the opening of the counter, that is, the community activities during the project introduction period, is mainly to publicize the concept of consumption monitoring, let the target consumers know the functions and benefits of various products, let them know what they need, and let them feel effective, convenient and vivid. Let them see, hear and compensate, and let them feel and experience in all directions.

Activity content; Determine the propaganda points in the community; Determine the unified image of the propaganda point; Determine the propaganda content; Determine the way and level of publicity.

A) community propaganda points; Setting the main publicity area and the sub-publicity points depends on the size of the community. The main publicity area undertakes the main community activities and publicity functions. The sub-publicity area plays the role of publicity and prompt, showing professionalism and visualization. The main publicity area should be located at the intersection of roads in the community (convenient for people to gather), and the company's unified publicity tent (to be determined) should be used for publicity and dyeing; You can hang a big banner with the theme as the content; Set up 3-4 promotion platforms to display the company's consumption monitoring products, company information and activity materials; Showing the company's feature films; Conditional communities can hold prize-winning contests in the main publicity area (see activities in shopping malls), and the lottery can be held once every half hour and once every half hour; Ask two salesmen to introduce the company, the concept of consumption monitoring, product functions, points of interest, distribution materials and feature films, and inform the counter address. At the same time, we should know their economic income, family composition, hobbies, living habits, time arrangement, etc. At the same time, it is necessary to have good relations with the residential property management personnel and doormen and strengthen exchanges.

B) Generally, 1-3 points will be arranged in the secondary publicity area according to the community situation, and the dyeing will be publicized by publicity booths; Put a table, company information, indicate the direction of the main publicity area, with or without publicity staff as appropriate.

C) activity feedback;

Activity feedback refers to the feedback after actively participating in community activities, that is, evaluating the effect of activities and adjusting activities to achieve the purpose of community promotion.

D) Unified image of the propaganda point: the image colors of the propaganda tent, small tent and scene layout of the propaganda point are subject to the basic colors of the counter: sea blue and outdoor advertising yellow, and the design of large tents and small tents is smooth, atmospheric and fashionable. Unified image of sales promotion personnel.

E) Publicity content: exhibition activities, promotion activities, demonstration activities, lottery activities, trial activities, consumer survey activities, trial user forums, activity feedback, community order fairs, preparation of community care clubs, and property management support and cooperation.

F) Publicity methods: event publicity, relationship marketing, investigation, discussion, organization establishment, negotiation and ordering.

G) Publicity level: low level-activity promotion and relationship marketing.

High-level-investigating, discussing, establishing organizations and societies, negotiating and ordering.

2) Experience the demo activity:

The purpose of the trial experience: During the introduction period of the new product, consumers don't know the function of the product, let alone what the product can bring them. In order to make consumers better understand the consumption monitoring, prove the facts mentioned by the promoters, guide the concept of the target consumers, and make them form new consumption habits and new family behaviors. The trial scope of the target group; The trial target group can be determined in the lottery or other activities, or according to the conversation, but generally there should be 3-5 trial users in each building, and each unit has trial users (trial samples are different).

Trial sample range; Aiyingbao series, Laolaifu series, LCD series, each series 1-2 samples.

Trial time; After three to ten days, the promoter will hand over the acceptance to the trial user and pass it on to the next trial user.

Trial debugging; Promoters should first teach the trial users to use the products, and make a door-to-door demonstration to confirm that the trial users have basically understood the operation; Explain the content of product care

Trial user profile: basic information table of trial users; Trial user feedback form

3) Relationship marketing with community property and neighborhood committees

Use the doorman to distribute information: During the non-activity period, you can use the doorman for publicity. Communication can be based on the relationship between the doorman and the target customer group. To carry out effective promotion in the community, it is necessary to have good relations with community property and neighborhood committees and form a long-term and stable cooperative alliance.

Residential property: according to the local actual situation, contact property management personnel and doormen, and allow activities, publicity, experience trials, symposiums, community exhibitions and so on in the residential area. If necessary, you can contact the neighborhood Committee.

4) Consumer survey:

Consumer survey refers to the survey activities carried out in the process of community activities, and the main body of the survey is the adults in the community. During the exhibition, I was told to fill in the form and answer questions, and then gave a small gift or had the opportunity to participate in the trial activities.

Confirm consumer questionnaire

After the questionnaire is collected, the agent or the headquarters will make data statistics and write an analysis report to provide a basis for adjusting strategy, tactics and tactics.

5) Trial User Forum (held at the initial stage of community promotion in each city)

Location: near the community, preferably in the community, depending on the specific situation.

Time; After experiencing the trial, the community will generally be arranged for half a month.

Participants: The number of participants should be controlled below 20, and the representative and expressive testers should be selected. There should be age, economy, culture and society.

Contact person; Promotion manager, property manager, community doorman

Contents of the seminar:

Try to experience feelings; Views on products; Views on the company; Acceptance of products; The promotion manager explains the source of products and projects; Reflect family solutions; On-site encouragement and promotion; Order registration; Distribute gifts and ways of talking; Interactive communication, explanation and pulling.

6) Community ordering:

Under the influence of activities, promotions and trials, the target consumers in the community will feel that the products can bring him benefits and have the desire to buy. Community ordering can be ordered on the forum of trial users, or registered at the doorman's office and delivered to your door by a specific local middleman.

7) Establish a community care club.

Why build a community care club? Promoting activities in the community and trying out experience products will make some consumers buy them, but the concept of consumption monitoring is a new thing, and people still have a gradual process when accepting it. Therefore, in order to stimulate most of the needs of the community, it is obviously necessary to keep in touch and communicate with them. Moreover, all kinds of unexpected problems will appear in the use of new products. There are ways to keep in touch, so that consumers' complaints can be confided to us in time, which can not only avoid negative effects, but also form a good community reputation. On the other hand, launching the theme of caring for children, caring for the elderly and caring for families, and setting up community clubs are also invisibly promoting consumer monitoring products and stone brands. As long as we have the hearts of the target consumers, what are the obstacles to promotion?

Opportunity point; Many communities now have activity rooms for the elderly. On this basis, we expanded it into an activity room for children, young people and the elderly. Middlemen can publicize and display their products here for a long time by saving some activity tools, which should be said to be an affordable and effective way.

Operation mode: negotiate with residential property or neighborhood Committee to form cooperation. The general trend is to give property or neighborhood clubs a commission on sales. The specific operation is decided by the local middlemen according to the actual situation.

In the future development of enterprises, the understanding of the basic market will greatly affect the prospects of enterprise development. Doing a good job in marketing planning for enterprise development is of great benefit to enterprise development. The market is cruel. Only by constantly pioneering and innovating can the development of enterprises have a greater future. This is the most fundamental development, and such development can be successful!