Product Marketing Plan Template Model Text Universality (i) i. Plan Purpose/Overview
In the early stage of starting a business, there is no systematic marketing strategy, so it is necessary to plan marketing plans according to market characteristics.
Second, analyze the current marketing environment.
(1) market situation analysis and market prospect forecast
1. Marketability, actual market and potential market conditions of products.
2. Market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.
3. The acceptability of consumers, which requires planners to use their own information to analyze the market development prospects of products.
For example, the planner's analysis of the risk of xx entering the market in mouthwash of xx brand and xx sales and advertising planning case is quite wonderful. As pointed out in the product market growth analysis:
① The good performance of the similar product "xx" shows that the risk of xx entering the market is small.
② Another similar product "xx" was widely accepted, indicating that xx is defective.
(3) Mouthwash belongs to family members' products and has a great market.
(4) The improvement of living standards and the increase of the middle and upper classes indicate its future market growth.
(2) Analyze the uncontrollable factors that affect the product.
Such as macro-environment, political environment and residents' economic situation, such as changes in consumer income level, consumption structure and consumption psychology. For some products that are greatly influenced by the development of science and technology, such as computers, home appliances and other products, the influence of technological development trends should also be considered in marketing planning.
Third, SWOT analysis
Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to marketing planning. Only by finding the right market opportunity, planning is half the battle.
(A) Advantages
(2) Disadvantages
Specific problems/shortcomings in general marketing are manifested in many aspects:
The company's reputation is not high, and its poor image affects product sales.
The product quality is not up to standard, the function is not complete, and it is left out by consumers.
The product packaging is too poor to arouse consumers' interest in buying.
Improper product price positioning.
Poor sales channels or wrong channel selection hinder sales.
Promotion means are useless, and consumers don't understand the products of enterprises.
Poor service quality makes consumers dissatisfied.
Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.
Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.
(3) Opportunities
(4) threats
Fourth, the marketing objectives
The marketing goal is the specific goal that the company will achieve on the basis of the above objectives and tasks, that is, in the process of implementing the marketing planning scheme, it will achieve the economic benefit goal: the total sales volume is xx million pieces, the estimated gross profit is xx million yuan, and the market share is xx.
Verb (abbreviation of verb) marketing strategy (specific marketing plan)
(A) marketing purposes
General enterprises can pay attention to the following aspects:
Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.
Pay attention to the main consumer groups of products.
Establish a wide range of sales channels and continuously expand sales areas.
(B) product strategy
Through the analysis of the opportunities and problems in the early product market, this paper puts forward reasonable product strategy suggestions, forms an effective xx combination, and achieves the best results.
1) product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly.
2) Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.
3) Product brand. To form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must have a strong sense of brand creation.
4) product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.
5) Products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.
(3) Price strategy
Only a few general principles are emphasized here:
Enlarge the price difference between wholesale and retail and mobilize the enthusiasm of wholesalers and middlemen.
Give appropriate discounts and encourage more purchases.
Based on cost, with the price of similar products as reference. Make the product price more competitive. If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.
(4) Sales channels
What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales enthusiasm of middlemen and agents or formulate appropriate incentive policies.
(e) promotion strategy
(personnel promotion, advertising, business promotion, public relations)
Take advertising as an example:
1. Principle:
(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.
(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time.
③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.
(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and commemorative activities of the company.
2. The implementation steps can be carried out in the following ways:
(1) product image advertising in the early planning period.
(2) After the sale, timely launch the advertisement of wanted agent.
(3) put promotional advertisements before holidays and major events.
④ Seize the opportunity to conduct public relations activities and reach out to consumers.
⑤ Make active use of news media, be good at creating and using news events, and improve the popularity of enterprise products.
(6) Specific action plan
According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.
VI. Planning cost budget
This part records the cost input in the whole marketing plan promotion process, including total cost, stage cost, project cost and so on. Its principle is to get the best effect with less investment. The cost budgeting method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience.
Seven. Program summary (or program adjustment)
Summary or scheme adjustment: This part is a supplementary part of the planning scheme. During the implementation of the plan, there may be places that are not suitable for the actual situation, so the plan must be adjusted in time according to the feedback from the market at any time.
Generic Model Text of Product Marketing Plan Template (II) I. Competition Items
Product marketing planning.
Second, the purpose of the competition
1, arouse students' learning enthusiasm and strengthen students' learning pertinence.
2. Improve students' marketing planning ability.
Third, the competition arrangement
1. The contestants are all students from Class xx of Marketing College, and other classes participate voluntarily.
2. There will be X first prize, X second prize and X third prize, and award certificates and bonuses will be issued.
5. Organize the finals at 2: 30 pm on Wednesday of 5.xx week, and the management teaching and research section is responsible for organizing and implementing the specific work of the finals.
Fourth, the content of the competition
Including the formulation of marketing planning scheme, on-site xx display and defense. The specific contents of the competition are as follows:
1, make the marketing plan.
This marketing planning competition project has designated a fast-moving consumer goods as a competition commodity. Participants independently choose a certain fast-moving consumer goods in the real market, contact production and circulation enterprises for investigation, understand the product market situation, formulate product marketing plan from the perspective of enterprises, and submit the marketing plan to the competition organizing Committee within the specified time. Please refer to the attachment for the specific requirements of the marketing planning scheme.
2. On-site PPT presentation and defense
On-site PPT demonstration and defense of marketing planning scheme. Contestants are required to make on-site PPT presentations and statements on the marketing plan submitted before the competition within the specified time, and answer questions from the judges.
3. Competition mode
(1) The competition adopts the way of team competition, and each team consists of X players.
The competition is divided into two stages. Complete the first stage product marketing plan and submit it before the second stage. The second stage will be held at the competition site, with PPT showing the marketing plan and xx minutes of defense, including PPT showing time x minutes and defense time x minutes. In the second stage, the order of the two links is decided by the teams' drawing lots before the game.
4, performance evaluation and ranking method
The competition adopts the scoring method of sub-item scoring and cumulative total score of Xx points. Each event is scored, and each team takes the average score of the judges. Cumulative total score method, the product marketing planning scheme is xx%, and the on-site PPT presentation and defense is xx%. The sum of the two scores is the final score of each team. Ranked by total score. If the total score is the same, the highest sum of the two total scores in the second stage will be the first.
Verb (abbreviation for verb) notes for players
(1) Equipment provided by the match point
Site and facilities for on-site PPT presentation and defense: a multimedia classroom, a multimedia projector and a computer, among which PPT adopts xx version.
(2) Players bring their own tools
Each team must prepare a USB flash drive, copy the electronic version of the marketing plan and the courseware of PPT demonstration to the competition team, and ensure that it can be used normally.
(3) Notes for players
1. Each team must elaborate its own marketing plan. If plagiarism is found in a large area, the score is zero.
2. Each team must submit X copies of marketing plan paper materials, electronic drafts and PPT courseware to the competition team on time.
3. On-site PPT presentation and defense sessions have specified time. At the last x minutes of the specified time and at the end of the time, the staff will give a prompt and deduct overtime pay as appropriate.
4. After the presentation, the judges put forward the defense topic, and the group can prepare it, and the next group will make a presentation. After the presentation of the next team, the previous team came on stage to answer the questions raised by the judges, and so on.
Product marketing planning template text is universal (3) 1. Planning purpose:
1, promote xx brand, improve brand affinity, customer acceptance and loyalty, enhance brand image, and improve brand awareness and reputation.
2. Promote the marketing of the company's products, expand product sales, realize the sustained and healthy growth of the company's market performance, and increase the market share of products.
3. Analyze the company's market environment, diagnose the existing problems and development opportunities, define the company's annual goals, and guide the company's annual marketing activities.
4. Evaluate the effect of the company's marketing activities and the development trend of the market format, and adapt to and guide the market development.
Second, the overall market environment.
1, market conditions:
(1) has a rapid growth and great potential. With the rapid economic growth, the income of residents has increased, the policy has been gradually relaxed, the market has been gradually standardized, and the market potential has greatly increased.
② There are many brands and low concentration. There are many well-known domestic brands and local brands, and there are no strong brands in the industry.
(3) diverse needs and rational consumption. The diversity of jewelry consumption structure and demand level belongs to more rational consumption behavior.
(4) the price is chaotic, and the good and the bad are mixed. The market price transparency is poor, the brand price system is chaotic and the product quality is uneven.
⑤ Focus on products and neglect services. Pay more attention to the style and quality of products, pay attention to service, and do not make full use of service as a means of promotion.
⑥ Win the terminal and lack the distribution skills. Product sales rely more on terminal store retail, and the contact surface between sales model selection and customer level is narrow.
⑦ Direct operation and steady development. The sales channels are mainly directly operated by manufacturers, and the franchise chain has initially emerged, and the market has developed steadily and slowly.
(8) The promotion is weak and the regions are not balanced. Lack of effective promotion activities and measures, the regional market is quite different.
Pet-name ruby lack of talent, lack of perseverance. The market started late, there are few professional and technical marketing talents, and the reserve force for enterprise development is insufficient.
Attending warlord hegemony, the market should be unified. At present, China mainland and Hongkong brands gather in the mainland market, and the market needs a unified pattern of strong brands.
2. Market prospect:
① High-speed market growth: the domestic economy is developing well and savings are growing rapidly, especially for some groups who get rich first, paying attention to the quality of life and having strong demand for high-grade jewelry consumption.
(2) Great market potential: the mainland has a large population and a large market consumption base. With the steady growth of urban residents' income, the consumption structure has changed and the proportion of high-end consumption has increased, so the jewelry market will be huge in the future.
③ Government encourages consumption: The government implements a proactive fiscal policy, actively guides and encourages consumption to stimulate domestic demand, and gradually improves and relaxes the credit policy.
④ The market is becoming more and more standardized: the government protects the interests of consumers, cracks down on counterfeiting, rectifies and standardizes the market environment and order, and gradually eliminates local protectionism, which is conducive to the cross-regional chain development of jewelry industry.
⑤ Complex consumption structure: The demands of different ages and income levels are obviously different, and high, medium and low-grade products have corresponding consumer groups.
⑥ Decorative preservation and storage: With the increase of income and diversification of investment, the demand for jewelry not only decorates its function, but also becomes a good choice for investment preservation.
⑦xx brand hegemony: With the government's zero tariff policy on jewelry, xx enterprises will invest in the mainland on a larger scale, and more brand products will be put on the mainland market.
(8) gradual concentration of brands: well-known brands have good advantages in products, services, brands, funds, talents, management and operation, which will inevitably gradually integrate the jewelry market in large and medium-sized cities in China and realize large-scale chain operation. The market scope of small brands will be smaller.
3. Future market influencing factors:
① Changes in the domestic macro-political and economic environment: the mainland's political situation is stable, economic construction is the mainstay, government functions are transformed, work efficiency is improved, and the environment is improved.
② Residents' income level and future expectation: the income of urban residents in large and medium-sized cities has increased steadily and rapidly, and the level of consumer demand has improved.
(3) Changes in residents' consumption structure: Consumer demand has entered the stage of comfort and enjoyment, and the proportion of high-end consumption in the consumption structure has increased.
④ Residents' psychological demand for consumption: they have confidence in the expected income index, and their personal consumption, advanced consumption and fashion consumption are similar to those of developed countries abroad.
⑤ Changes in the international situation: The international situation is still dominated by peace. The exchange rates of major currencies, such as the US dollar and the euro, are unstable, and jewelry and diamonds play a significant role in maintaining value, and the domestic market is not greatly affected by the international community.
Third, the company market diagnosis
1, question:
① product positioning: there are many samples of low-grade products, and the product positioning should focus on middle and high-grade products, so as to reduce the number of samples of low-grade products.
2 price strategy: refer to pricing. The pricing of products of the same kind and grade is xx% higher than that of brands of the same grade. Reflect the brand image.
③ Quality control: the enterprise's quality system is not perfect, there are omissions in internal and external quality control, and quality accidents are not handled thoroughly and quickly.
④ Service quality: there is no perfect service system that can promote sales, and the service content is few, and the service level needs to be improved.
⑤ Brand communication: there is no systematic brand building system, no attention is paid to brand promotion, and the construction of popularity and reputation is not strong enough.
⑥ Channel management: Mainly direct chain stores, with great pressure on self-owned funds, limited scale expansion, high operating risks and high costs.
⑦ Promotion: There are few forms and modes of promotion activities, less centralized operation, low efficiency and insufficient resource integration.
⑧ Store management: the structure and quantity of store samples are unreasonable, the counter layout and site effect are not eye-catching and prominent, and the brand promotion is not prominent.
Pet-name ruby personnel management: the terminal personnel are in an incorrect working state, unable to understand the site specifications, and lack direct selling skills.
⑩ Public * * * relations: improper handling of local public * * * relations, improper handling of events that have adverse effects on the company and damage the company's reputation.
2. Market opportunities:
Well-known brand: a well-known brand in Hong Kong, which has a certain reputation in the industry, is a professional manufacturer and seller of jewelry and diamonds.
② Sound network: early layout, reasonable distribution, wide coverage and good operation.
③ Rich products: independently designed, produced or purchased, with novel and unique product styles, reasonable product structure and rich production lines.
④ Professional team: After years of operation, an effective management mechanism and team have been formed.
⑤ Capital advantage: Hong Kong has a strong corporate background, capital operation and strength.
⑥ Huge market: The domestic economy is developing steadily, with a large population, some people get rich first, and the market capacity and growth rate are relatively large.
Fourth, the market target.
1. sales performance: the annual sales revenue of 20xx is not less than 1 billion yuan, which is more than x% higher than that of 20xx.
At least10,000 products were sold in 20xx, an increase of more than x% compared with 20xx.
2. Sales network: In 20xx, new direct stores were established in China, reaching 100, and franchise chain stores were established in xx and other provinces. Make the sales network cover xx province, and the total number of stores reaches 100.
3. Average sales of a single store: the average sales of a single store in 20xx is not less than 10000 yuan, which is more than x% higher than that in 20xx.
4. Diamond Club: Develop xx Diamond Club with 10000 members, and increase brand awareness by%.
5. New product promotion: achieve the marketing and sales targets of three series of new products every quarter. New products accounted for more than xx% of the total sales in this quarter.
Verb (abbreviation of verb): the implementation strategy of marketing planning
(1) marketing purpose:
Marketing scriptwriter, product role, channel setting, advertising, promotion of soundtrack, service follow-up, moderate price, customer recognition, and market completion.
(2) product strategy:
① product positioning:
Based on high-end products, production, proofing and sales. From the perspective of price system, it shows that xx focuses on middle and high-end consumers and highlights the noble quality of famous brand xx in Hong Kong. At the same time, the product price system is perfect and the affinity is high, which will not make customers feel distant.
② Brand positioning:
A. Specific positioning: an international brand of jewelry and diamonds, which is built for the mainstream people and caters to high-end consumption.
B. Brand connotation: noble, classic, professional and fashionable.
C. brand affinity: international brands, come to xx.
D. Brand identification: complete xx system, continuous advertising, easy to identify and remember.
E. brand reputation: high-quality products, perfect service system, and the first choice for rest assured.
F brand public image: participating in public welfare activities, caring actions, donating money for education, etc. To repay the society and establish a public image.
③ Price positioning:
A. reference pricing:
Referring to similar products and well-known brands, the price is xx% higher than that of competitors, publicizing and embodying brand advantages, and realizing differentiated premium income.
B. price control:
Clear the price system, the national unified price, stores have no right to price fluctuations, and it is strictly forbidden for stores to discount privately. Unless there is a national unified promotion and new products listed, it is forbidden to sell at a discount, so as not to dampen customers' trust in the brand.
C. Discount sales: reasonable discounts are given to wholesale business or bulk purchases, but uniform retail prices must be maintained. There is a special channel operation and incentive system in batches to limit the price fluctuation of retail stores.
D. price positioning and sampling standard: xx.
Attachment: Product Quantity Standard for Store Layout
Generic Model Text of Product Marketing Plan Template (IV) I. Activity Background
With its brand awareness and reputation at home and abroad, xx's sales have increased greatly over the years, which is well-known. At the same time, it has become the ideal and ambition of xx to provide higher quality service at the right time, meet the needs of consumers, let people who know how to enjoy life better and provide the most influential service for the market. With the help of public welfare activities, xx Automobile will enter the community and square, and have zero-distance contact and interaction with the target customers, which will attract the attention of all sectors of society, enhance the brand status, make the brand deeply rooted in the hearts of the people, gain further recognition from consumers, and eventually become the most loyal customer of xx Automobile.
Second, the purpose of the activity
1, which perfectly combines the target consumers' pursuit of dignity, status, identity, brand, fashion, safety and high-grade to meet consumers' psychological needs.
2. Take advantage of the relaxed psychology people yearn for in summer, and launch personalized, fashionable, relaxed and public welfare activities to let consumers experience the relaxed mood in summer.
3, through the combination of brand and public welfare, improve the media hype and promotion.
4, through a series of activities to close the distance between consumers and xx, improve the company's brand image.
Third, the focus of the activity
1, for customers: pursue fashionable and noble consumer demand, experience the true meaning of life and show individual taste.
2. For the media, public welfare activities will attract the attention of many media, become the focus of their propaganda, promote consumers' buying behavior, and create brand atmosphere and product value.
3. For enterprises: understand consumer psychology, build confidence, strive for success and enhance brand image.
4. For the industry: we should not underestimate it, wait and see, and recognize the brand positioning and functional value of products.
Fourth, the effect evaluation
1. After this series of activities, it will bring a qualitative leap to xx car sales. The market will have a higher level of clear understanding and impression on xx cars!
2, is bound to become the focus of social and media attention, to establish the brand image of xx car and spread the brand image plays a huge role!
Verb (abbreviation of verb) Arrangement of time and place of activity (to be determined)
Activity of intransitive verbs
1, "Caring for Children to Achieve the Future", an interactive activity jointly organized by xx Automobile and a large community, attracted many children in the community to participate enthusiastically. With the help of teachers and parents, the children drew their favorite xx car-"My favorite xx children's painting tour". Give full play to children's imagination and enthusiasm for cars.
2. "The taste of life is extraordinary."
"xx Quality Life Noble Night", together with the owners, * * * learn extraordinary things, taste life, and * * * share quality life to bring success and joy. Cars, wine, Latin performances and various exhibits are mixed together, bringing a beautiful event. Share extraordinary moments, pass on quality life, share xx quality life with the majority of owners, and bring success and joy.
3. "Test Drive to Realize Dreams"-XX Perfect Driving Sharing Activity, a one-day in-depth test drive and treasure hunting experience in Conghua Road, allowing customers to experience the performance of vehicles and add more relaxed elements. During the period, all kinds of road experiences of urban roads, expressway, expressway sections and township roads will make you fully appreciate the fun of driving in xx. The destination of this ride is Baoqu Rose Garden, and the fragrance of the rose garden adds a bit of warm and romantic fun to this trip.
4. "Wonderful Movies and Your * * * Returns" broadcast various cinema blockbusters, which were liked and welcomed by the owners of the community. Open movies bring a warm feeling to everyone. Although it is not as shocking as the cinema, it brings more memories and the fun of watching it with the family.
5. Public lecture on automobile safety
The host and guests turn professional automobile knowledge into real cases that are easily accepted and understood, and pass them on to the owners to correct the mistakes that drivers and passengers often make in their daily lives. Face-to-face contact with car owners and bringing them a safe car life concept is to advocate that car owners can enjoy the fun of cars and live a safe car life at the same time. The activity combines interesting safety games with intuitive live demonstrations, and vividly conveys boring safety knowledge to everyone in the activity.
6. Lecture on daily maintenance of automobiles.
7, online car market, car source, modification and other consulting activities.
8. Collect opinions and suggestions on the spot.
9, car models, beauty performances.
10, car audio, car modification (cool car) exhibition.
During the activity, many customers experienced the essence of xx brand "breaking through technology and pursuing Excellence", and at the same time brought rich and colorful cultural life to the community, inherited the dignity of xx, and brought more customers distinguished enjoyment.
Seven. field service
Service 1: Car owners who register in front of the booth on the same day will be rewarded with xx yuan vouchers, which can be used in cash when buying a car.
Service 2: On that day, the technical experts of the service station provided several free services for the owners of the community, such as free inspection, free tire pressure inspection, free addition of engine oil, free addition of glass water and free addition of antifreeze. And handle the X-fold maintenance membership card on the spot.
Eight. Integration of resources
Share customer resources with wedding photo studio, furniture, real estate and other industries, carry out large-scale joint exhibition activities, and make full use of resources from different industries to achieve a win-win situation.
Nine, joint marketing
At the same time, car audio-visual navigation manufacturers, car interior accessories manufacturers, car exterior accessories manufacturers and spare tire manufacturers on the road are invited to use the platform for brand promotion, interaction and sales.