# Planning # Introduction The marketing activity plan is a planned written material for an enterprise to make an overall plan for its products, resources and the market it points to according to market changes and its own strength. The following is the unorganized marketing plan for 2121, welcome to read!
Part I Marketing Activity Plan for 2121
1. Plan Summary
1. The annual sales target is 6 million yuan.
2. 51 dealer outlets.
3. The company has a certain reputation in the market of automatic control products.
II. Marketing Situation
Air-conditioning automatic control products belong to the supporting products of central air-conditioning and other industries, which are constrained by the upstream product consumption market, but the total demand is still considerable. With the continuous improvement of urban construction and people's living standards, and the arrival of the product upgrading period, it has driven the sustained growth of the market, thus driving the expansion of the overall market capacity. Hunan is located in the middle of China, and the demand for air-conditioning automatic control products is relatively large: 1. It is hot in summer and autumn, and cold in spring and winter; 2. Hunan's industry has developed rapidly in the past two years, especially the construction of middle and high-grade commercial residential buildings and villas; 3. Hunan will be included in the development of the western region and will increase the construction of various basic projects; 4. The financial city of Changsha, Zhuzhou and Xiangtan; 5. A large number of industrial parks and development zones have been built in Chenzhou, Yueyang and Changde. 6. The improvement of people's requirements for their own lives; To sum up, air-conditioning automatic control products, especially high-grade air-conditioning automatic control products, have great development potential in Hunan.
marketing methods generally speaking, there are only three ways to sell air-conditioning automatic control products: project bidding, real estate group purchase and private projects. The project bidding channel occupies a large share, but the two channels of real estate group purchase and private projects have developed rapidly and have shown a diversified development situation.
from the sales channels of various enterprises, most companies adopt the mode of adding offices and distributors. In 2117, domestic air-conditioning automatic control products enterprises intensified their efforts to deploy national marketing networks and consolidate traditional channels, and strengthened public relations cooperation with design institutes and management departments. For air-conditioning automatic control products enterprises that entered the market relatively late, because the market accumulation time is relatively short and they are eager to open the market quickly, they basically adopt the channel mode of office plus distribution system. In order to respond to the market quickly, all automatic control products that enter the Hunan market are in stock in Hunan. The market capacity of air-conditioning automatic control products in Hunan is relatively large and has great potential, and the development trend is generally optimistic. Therefore, there are great market opportunities for brands that have not yet entered the Hunan market. As long as appropriate marketing strategies are adopted, they can squeeze into the Hunan market. At present, Shanghai Zhengyi has a weak foundation in Hunan air-conditioning automatic control products market, and its team is still young, and its brand influence needs to be consolidated and expanded. In the sales process, we must be very clear about our company's advantages and bring them into play to the extreme; And we should find out the weaknesses of our company and put forward them in time to overcome the realized value; Improve the service level and quality, infiltrate the service consciousness into every link of communication with customers, and pay attention to various services such as pre-sale, mid-sale and after-sale return visits.
Third, marketing objectives
1. Air-conditioning automatic control products should aim at long-term development and strive to take root in Hunan. * * in order to establish a sound sales network and model projects, the sales target is 6 million yuan.
2. To become a first-class supplier of air-conditioning automatic control products; Become a fast-growing and successful brand.
3. Drive the sales and development of the whole air-conditioning products with air-conditioning automatic control products.
4. Short-term goal of marketing: make the marketing performance grow rapidly in a very short time, and make its own products become well-known brands in the industry by the end of the year, replacing part of the market of the same level products in the province.
5. devote yourself to developing the distribution market and reach 51 distribution business partners by the end of * *.
6, regardless of mental and physical strength, we should devote ourselves to the work, so that the work can develop with high efficiency, high income and high salary.
iv. marketing strategy
if air-conditioning automatic control products want to grow rapidly and gain competitive advantage, the choice must be the overall competitive strategy of "concentrating on goals". With the rapid development of Hunan's economy and the continuous expansion of urbanization scale, the consumption potential of air-conditioning automatic control products market is great, and the target concentration strategy is a wise competitive strategy choice for us. The specific tactical strategies we can adopt around the overall competitive strategy of "target concentration" include: market concentration strategy, product belt concentration strategy, dealer concentration strategy and other supporting strategies for target concentration. To this end, we need to divide the Hunan market into the following four categories:
strategic core markets-Changsha, Zhuzhou, Xiangtan and Yueyang.
key development markets-Chenzhou, Changde, Zhangjiajie and Huaihua.
cultivated markets-Loudi, Hengyang and Shaoyang.
Waiting for the development-oriented markets-Jishou, Yongzhou and Yiyang, the overall marketing strategy: all-staff marketing and the marketing strategy combining direct sales and channel marketing.
1. target market:
everywhere, central cities and small and medium-sized cities break through at the same time, focusing on developing industry model projects, vigorously developing key regions and key agents, and rapidly promoting product sales and sales increase.
2. Product strategy:
Drive overall sales with overall solutions: Our products are required to form complete solutions and have successful cases, thus driving the sales of all products. Interaction between size: sales of air-conditioning automatic control products drive sales of valves and other products, and sales of air-conditioning automatic control products are promoted by projects of valves and other products.
3. Price strategy:
The principle is high quality, high price and high profit margin; Formulate a realistic price list: the price list is divided into two layers, the media publicly quotes and the lowest price for market sales. Formulate higher monthly rebate and quarterly rebate policies to control the marketing system. Strictly control the price system, and ensure the profit margin of the first-class distributor, the second-class distributor, the project engineer and the end user. In order to adapt to the market, the price policy should be active.
4. Channel strategy:
(1) Distribution partners are divided into two categories: First, distribution customers are our key partners. Second, engineering customers are our basic customers.
(2) the channel establishment mode: a, take a step-by-step approach, first draft the agreement, then make the sales forecast table, and then formally sign the agreement to order the first batch of goods. If you don't purchase goods, you can't sign an agency agreement; B, adopt the method of finding important customers, press the goods into the hands of distributors through negotiations, and then our sales and market support will keep up; C, choose a competitive attitude among agents, and we have a potential local customer in the negotiation, so that we can master the initiative and high profile. Can't enter the market with a low profile; D. After initialling the agreement, the name of the initialling agent can appear in our advertisement, and the contradiction between the distributor and the original manufacturer is picked up, so we take the opportunity to enter the market; E, in the local regional market, at any time to ensure that there is a local secondary agent can become a primary agent, in order to become a threat to the primary agent and play a role in promoting.
(3) There is a push and pull force in the market. To achieve rapid growth, we must adopt the driving force. Pulling requires a long period of cultivation. To this end, we will focus on developing channel distribution. In addition, the personnel in charge of major customers and engineers will focus on the industry market and engineering market, and strive to complete 4-5 model projects within three months to build confidence for internal personnel and distributors. By the end of the year, complete your own marketing quota.
5. Personnel strategy:
The basic concept of the marketing team: a. Open mind; B, conquer yourself; C. professionalism.
(1) The vertical contact between business teams and efficient communication can make a quick response. Team building is flat.
(2) internal staff reporting system and sales reward system.
(3) sell products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is a solution.
(4) prepare a sales manual; It includes the rules of the game, technical support, the scope and functions of the marketing department, the problems that can be solved and the support provided.
V. Marketing Plan
1. The company should make good use of the Shanghai brand and adopt the brand development strategy.
2. Integrate various local resources in Hunan and establish a perfect sales network.
3. Cultivate a group of good customers and establish a good social network.
4. Build a good marketing team.
5. Choose a market operation mode suitable for the company.
6. Grasp the characteristics of the company's products and find the company's selling points.
7. The company should adopt the market operation mode of combining direct selling and distribution in Hunan; Direct selling is a model project and drives the development of distribution network, and distribution is a sales volume and a profit growth point of the company.
8. Direct selling adopts the combination of personnel promotion and some media publicity to expand the market. For air-conditioning automatic control products, we can adopt the community promotion method and the demonstration project persuasion method of key engineering machine projects.
9. In order to enter the market as soon as possible and benefit the long-term development of the company, we should take Changsha as the center and March into major cities in the province, with Changsha as the core and local cities as the profit growth point.
Part II Marketing Activity Plan for 2121
I. Preface
It has become a common habit in China to accept banquets for students entering the college entrance examination, ranging from two or three tables to dozens of tables in each family. The banquets for students entering the college entrance examination have become an important part of liquor consumption by individuals, which plays a very important role.
firstly, it can increase the market sales in the off-season of liquor consumption; Secondly, the word-of-mouth communication function of Xie Shi's banquet consumers is very obvious, and often there will be a model trend in the same region or classmates, which can well stimulate other surrounding consumers through word-of-mouth communication; Thirdly, the college entrance examination and admission period are just the off-season of liquor consumption. Through the publicity and promotion of consumer activities, consumers' awareness of xx products and brands can be improved, and the market sales atmosphere can be created, so as to lay a good foundation for market promotion in the coming peak season of liquor consumption.
Therefore, the operation of the thank-you banquet is not only reflected in promoting the sales in the off-season market, but more importantly, it can create a good consumption atmosphere in the market, create a good word-of-mouth communication among consumers, and make basic preparations for the realization of xx sales in the peak season.
Second, the theme of the event
National theme: "xx to be no.1 XXX"; "True teacher-student relationship, happiness xx". Local governments can formulate specific subheadings according to their activity policies. Such as: product xx, the top scholar, and the World Expo.
III. Activity time
June 7th, 21xx-September 1th, 2114
Preparation period: June 1th-June 6th
Dissemination period: June 7th-June 31th
IV. Activity target
Regional target: the whole country was admitted to colleges and universities in 21xx.
contact object: admitted students, their parents and teachers.
V. Activity content
Different promotion methods are adopted for core consumers and general consumers to achieve xx consumption by core consumers, and general consumers choose Red Sky or Red Boutique.
1. Core consumer policy:
The decision-makers and children of important influencers of various administrative organs and institutions adopt the practice of giving free wine and do not participate in other forms of promotion.
2. Special policy for top students:
Set up a banquet for famous students, and offer free sponsorship wine to students who won the local college entrance examination or were admitted to Tsinghua Peking University.
3. General consumer's policy (the following packages are for reference only):
Buy 3 boxes of red boutique, and give a gift of 151 yuan to luggage case.
Buy 5 boxes of Red Sky and give 251 yuan a mobile hard disk.
buy 8 boxes of red sky and give away XX with a value of XX yuan.
(It can be given according to local resources) ...
VI. Activity Implementation
The college entrance examination is one of the most touching events influenced by China, which includes the sadness of teachers and students' parting, the joy of to be no.1, the expectations of parents all over the world, and the expectations of freshmen for the future ... Liquor is an indispensable part of the banquet, and so is the banquet for Xie Shi. Even though its usage is far less than that of the wedding banquet, it is of great significance.
Part III 2121 Marketing Activity Plan
I. Purpose of the activity
Create a good environment for credit card use, raise cardholders' awareness of card use, cultivate citizens' habit of card use, and enable more citizens to enjoy the convenience brought by the new settlement tool of bank card and facilitate people's lives.
second, the activity time
21xxx x-21xx x x
third, the publicity theme
swiping UnionPay cards is a safe, healthy and fashionable choice.
IV. Rules of Activity
From February 1, 21xx to February 31, 21xx, all cardholders who spend more than 68 yuan (single transaction) with UnionPay standard cards with the card number "6" in designated merchants within the jurisdiction of xx city will have the opportunity to win prizes. The awards are as follows:
1 grand prize, South Korea tour (equivalent prize of 6,111 yuan) < There are 91 411 yuan equivalent prizes
second prize for each award, 1,211 211 yuan equivalent prizes
third prize for each award, and 11 yuan equivalent prizes for each award
Redemption method: the cardholder can collect the online lottery prize at the xx Bank Card Management Office with the purchase slip marked "xx Bank Card Activity X Award" (in xx Bank, xx Road, xx City), and the telephone number is xxxxxxx. The prize-winning date is from the day after winning the prize to the day of xx, xx, xx, xx, xx, xx, xx, xx. The prize-winning period is from 8: 31 am to 11: 31 am on Monday, and those who fail to receive the prize within the time limit will be regarded as giving up the prize.
2121 marketing activity plan
1. Analysis of automobile network marketing situation
At present, domestic automobile enterprises are still in the stage of practical exploration and learning from foreign counterparts, and have not yet formed a set of automobile network marketing guidance strategies suitable for China's national conditions. Some automobile enterprises are only used to following the marketing strategy of the traditional entity market in the past, but are not familiar with the marketing strategy adapted to the network marketing, and do not pay attention to improving the enterprise management level, cultivating enterprise customer resources, innovating enterprise technology, expanding enterprise competitive advantage, etc.