In order to ensure the high quality and level of work, it is often necessary to prepare a plan in advance, which has the characteristics of operability and feasibility. What formats should I pay attention to when writing a scheme? The following is my marketing plan for auto parts. Welcome everyone to refer to it, I hope it will help you.
Auto Parts Marketing Planning Scheme 1 Steps for Making Promotion Activities
1. Activity purpose: The purpose of the activity is to deal with the products in stock? Is it to increase sales? Or a promotion? Only when it is clear can the activity be targeted.
Second, the target audience: is the activity aimed at everyone in the target market or a specific group? What is the scope of activity control? Who is the main target of the promotion? Who is the secondary target of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.
Third, the theme of the event: mainly for promotion? Publicity? Or thank consumers?
Fourth, the way of activity: This part mainly expounds the specific way of activity. There are two important issues to consider: determining the crowd and determining the degree of stimulation.
5. Time and place of activities: Choosing the right time and place of promotional activities will get twice the result with half the effort, and improper selection will be thankless. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only is the timing and place of the promotion important, but how long it lasts and the best effect is also important. The duration is too short, and repeated purchases cannot be realized within this time, and many benefits that should be obtained cannot be realized; If it lasts too long, it will cause high cost, the market will not be hot, and the value of customers will be reduced.
6. Advertising cooperation mode: A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression do you choose? What kind of media hype do you choose? These all mean different audience arrival rates and cost inputs.
Seven. Pre-preparation: Pre-preparation is divided into three parts: personnel arrangement, material preparation and test scheme.
Eight, medium-term operation: medium-term operation is mainly activity discipline and field control. Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, all aspects of participants' discipline should be specified in detail.
Nine. Post-promotion: Post-promotion is mainly a matter of media publicity. In what way and through what media will the incident be followed up? Melatonin is an expert in this field.
Auto parts marketing plan 2 1. lower the price
This is the most commonly used and effective means.
Whether it is a truck or a car, reducing the price is undoubtedly the most important way to promote cars. At present, great changes have taken place in the consumers of China automobile market, and the main driving force for the growth of automobile demand comes from private car purchase. Contrary to bus's insensitivity to price, private car is characterized by its sensitivity to price. According to a recent survey conducted by Xinhuanet, 66% of the respondents believe that price is the most important factor affecting their car purchase now, and 47% of the respondents said that as long as car manufacturers cut prices, they will immediately form a buying climax.
As for the way to reduce the price, the price of the car is driven by the manufacturer, and the profit is continuously given to consumers during the promotion period. Most competitors in the automobile market are talking about price reduction, so they use discounts and kickbacks.
"You buy a car, I refuel" is a common promotion method for automobile trade and manufacturers, and all car buyers will give a gift package worth XXX yuan.
Carry out a large-scale promotion activity of "buying a car and visiting Qian Shan" by way of on-site lottery. Anyone who buys a new car will get a free trip to Qian Shan.
Discounts and kickbacks are a kind of disguised price reduction during the promotion period. Although everyone is aware of this downward trend in prices, merchants are trying to incite this process and make consumers accept it smoothly. Discount and rebate can achieve this goal, which can promote the increase of sales volume in a short time and meet the psychological needs of consumers.
2. Various performance activities
Publicity at the right time and place, combined with other promotional activities, is also the key to the success of promotional activities.
3. Send fare insurance, cash, gift bags, car wash, free inspection and maintenance.
This is the most commonly used means of automobile promotion, which can be seen everywhere in the promotion activities of every automobile dealer. For example, from the end of April to May 3 1, the North Automobile Trading Market held a large-scale preferential activity of "Buy a car with courtesy in the North". More than 30 dealers in the northern automobile trading market launched various preferential promotion activities, some bought exquisite automobile decorations, some sent mobile phones, some sent car refrigerators and household refrigerators, some could take part in the lucky draw and have the opportunity to travel to Thailand, as follows: buy accessories worth 2,000 yuan from Geely, the United States, Japan and Uniou, buy cars to participate in the lucky draw and have the opportunity to travel to Thailand; Buy high-end imported cars, such as Mercedes-Benz, BMW and Audi A8, and send them to the car refrigerator. Pay 50% off the car purchase fee by installment. Buy Geely, the United States and Japan to send four main insurances; Buy Jinbei to join Jinbei Club for free, free car rescue for life, free maintenance for life, and 20% discount on car maintenance hours; Buy a fashionable car to send exquisite decoration; Buy a Fengshen car and give it a value of 1000 yuan for decoration; Buy SAIC Passat, Santana, POLO, golf life-long maintenance, free of working hours, free of computer testing once a year, free of four-wheel positioning; Buy FAW series cars and take out four main insurances; Buy Jetta, Bora and other cars to send decorations worth more than 1500; Buy Chery and send 3000 yuan for decoration; Buying a double-ring car is exempt from various handling fees by stages; Chevrolet, ZTE, Fule's May Day rewards, giving the whole car decoration; Buy Fukang, iriver, Picasso series cars to send 3000 yuan fine crystal decoration, buy Dongfeng Citroen cars to send car models; Buy various models of FAW and SAIC, do free decoration in stages, and send 30,000 yuan accident insurance and 6,543.8+0,000 yuan auto insurance.
Shanghai distributor Hunan Shenxiang Company introduced that during the promotion period, consumers will receive 9 kinds of insurance with a total value of nearly 4,000 yuan.
In addition, the purchase of manual gear Sail also gives away related configurations worth 2,000 yuan.
Tianjin FAW Hunan dealers will send optional equipment, insurance or gasoline tickets in the promotion activities in May and June, and give consumers certain car purchase discounts.
Geely Automobile also started to buy cars and send air conditioners. Consumers will get 1 if they buy any Geely automobile, including Geely Hao Qing, America, Japan and Uniou. 25 air conditioners, worth about 1500 yuan.
4. Promote sales according to current social hotspots.
(1) public auction
"Dark Horse" ran out of the auction.
After the whole national tour, Changan Ford and buyers will donate the difference in car purchase to Hope Project to build a Hope Primary School. At the same time, Changan Ford and Shenzhen dealers presented buyers with a "European luxury tour for two" worth 25,000 yuan; Changan Ford 4S dealer announced that in addition to the auction money, it will also donate 6,543,800 yuan+200,000 yuan to support Hope Project. Value for money leads to high-priced auctions. In order to bid for the brand-new Mondeo, Mr. Yao came to Shenzhen one day in advance and has been at the auction site since that afternoon. With the hammer of the auctioneer, the bid went up and up again, and Mr. Yao fought all the way until he finally beat all his opponents and won this brand-new Mondeo at a price of 282,000 yuan.
From the feedback of customers, the cost-effective advantage of the same class car of more than 20,000 yuan is the decisive factor for the purchase, and it is also one of the strong' attractions' of this auction to Shenzhen consumers.
(2) Launching Sami's "Environmental Car Buying Month"
If you buy any Buick with any second-hand mobile phone, you can offset the current car payment 1000 RMB. This is the activity of Beijing First Meirong Automobile Trading Co., Ltd. "First Meirong Carnival, Environmental Protection Car Purchase Month" located in Wanliuqiao, Southwest Third Ring Road, Fengtai District. The activity will be held from April 65438 to May 65438, 2006.
5. Promote a new model in Golden Week.
"May Day" and "Eleventh" Golden Week are the best opportunities for major businesses to carry out promotional activities, and the automobile industry is no exception. The promotion of "cars have a week" is greatly discounted. Auto shows of all sizes are also held during the Golden Week, attracting public attention. Some auto markets use this public holiday to engage in various promotional activities, hoping to sell more cars.
Manufacturers and banks jointly provide preferential interest rates and convenient procedures for car purchase, or no guarantee.
Shanghai Branch of China Construction Bank took the lead in setting up an auto finance service center in Shanghai, adopting a "direct customer" service mode, that is, the loan purchaser borrows directly from the bank, instead of borrowing from the bank through the auto dealer. "Direct customers" take banks as the core and combine the tripartite cooperation mode of insurance companies and automobile dealers, so banks can easily recover their credit rights. After obtaining a certain premium, the insurance company will fully bear the repayment risk. The requirement of CCB for franchisees is that they can't get rebates and directly give profits to consumers, which greatly reduces the cost of car purchase.
Only two months later, China Industrial and Commercial Bank of China Shanghai Branch Auto Finance Center opened, and the car purchase process in the center was greatly simplified, and the car could be picked up 24 hours at the earliest. In addition to saving time, it can also save money. Cars with a price of 654.38+10,000 yuan can pay less insurance premium and bank interest 1000 yuan. The wealth management center of ICBC has turned the tripartite cooperation of CCB into a four-in-one system, with the participation of more automobile manufacturers. 30 large dealers, 3 insurance companies, a number of used car appraisal, management companies and leasing companies are integrated on one business platform, where you can also get a series of services such as high accident insurance, quick claim settlement, preferential car repair and annual inspection.
7. Rental sales
Selling cars by rent is actually a kind of installment payment. The lessee can drive the car as long as he pays 30% down payment through the leasing company. Of course, the lessee has to pay back the remaining money and interest for two years every month for two years. Vehicle maintenance, road maintenance and annual inspection are all done by leasing companies. The lessee does not need to worry about the maintenance, repair and annual inspection of the car, which saves a lot of trouble. In other words, the rental company will keep the car for you. This kind of promotion is rare in China and scattered. Some leasing companies mainly do this, such as Hua Mao Car Rental Company, which has been leasing ZTE flagship for a long time. As long as the monthly rental fee is paid on schedule, after two or three years, the property right of the car will be owned by the renter, and the leasing company will no longer charge any fees. During the lease period, the insurance, road maintenance, maintenance and rescue company announced that the leasing company would cooperate with more than 200 franchised dealers to carry out "5. 1 financial aid and vehicle inspection". It is understood that the monthly rental cost of this car is about 3,500 yuan.
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