In order to ensure that things or work can be carried out correctly, it is often necessary to make a plan in advance. A plan refers to a planning instrument made for an action. So have you understood the plan? The following are five market plans I have compiled. Welcome to read and collect them. 1

Dear XX:

Hello!

Thank you very much for having the opportunity to communicate with you. Because I am not familiar with the specific situation of the company at present, the operation ideas described here are biased, and I hope to correct them. If I am lucky enough to be a member of the company, I will work in the following aspects in the region:

1. Current situation of the industry

The domestic baby products market has great potential. According to the relevant population data, the total population of China in 2xx is 1.35 billion, of which about 4.98% of our target consumers are infants aged -3 years, or more than 69 million, plus children aged 4-7 years. In the middle and late 199s, the domestic baby products market entered a period of rapid development, with an average annual increase of more than 17%, which is much higher than the retail increase of social goods in the same period. In the next 15 years, the domestic baby products market will have a relatively stable number of target consumers. According to the market research data of authoritative organizations, if the cities in China are divided into three categories: A, B and C according to the level of development and consumption, the average monthly expenses of each family in C-class cities for buying children's food, health care products, intellectual development and toys are 42 yuan, 59 yuan in B-class cities and 74 yuan in A-class cities. According to the data provided by the market data, the average monthly consumption of newborn products in urban households in China is diverse in 9 yuan. Coupled with infant consumption in rural urban areas, the infant products market in Chinese mainland will exceed 1 billion yuan every year. With the improvement of people's living standard and education level, people's way of thinking and concept of life are changing. People pay more and more attention to the nutrition and health of children.

second, analysis of the competitive situation

some competitors have entered the market, but the situation of competitors is uneven and there is no leading enterprise yet. For this product, it is definitely good news that competitors appear in the initial stage of the product before people have formed the concept of consumption-if you are the only one selling it, how many people will believe it? If a group of people are selling this product to consumers, the feeling will be different.

In Henan, Shaanxi and Shandong provinces, there are several brands similar to your company's products, such as "Jinqishi", "An Naier", "Aozi" and "Royal Baby", whose prices cover high, medium and low grades, and the competition between them is fierce. Compared with the above brands, I think your products have competitive advantages for the following reasons:

1. Products: The raw materials of the products are Norwegian cod (other brands mostly use sharks), 1% high-quality milk calcium imported from New Zealand (other brands mostly use calcium carbonate and shellfish bone calcium), pure natural Chinese medicine honeysuckle, mulberry leaves and so on. The quality has also passed the foreign and domestic quality inspection standards. In line with the current consumer pursuit of green, natural and safe shopping psychology.

2. packaging: your company uses tin can packaging, which is of high grade. Bright colors attract customers' attention on the shelves. (The above brands are mostly packed in cartons)

3. Price: The price of most products is in line with the acceptable range of consumers at present (the retail price of products is below 1 yuan, and relevant information is obtained through customers in some areas).

iv. marketing objectives

1. strengthen Henan and Shandong markets within one year, followed by Shaanxi markets.

2. There are more than 39 agents in Henan, Shandong and Shaanxi, with more than 2 sales outlets in the first year and more than 4 sales outlets in the second year.

V. Marketing Team

1. Two regional managers in Shaanxi (one in Xi 'an, Baoji, Hanzhong and Ankang+one in Shangluo, Weinan, Tongchuan, Yan 'an and Yulin)

2. Three regional managers in Henan (one in Jiaozuo, Xinxiang, Hebi, Anyang and Puyang+Zhengzhou, Luoyang, Sanmenxia, Kaifeng and Yulin). There are 3 regional managers in Shandong (1 in Jinan, Liaocheng, Zibo, Dongying, Dezhou and Binzhou+1 in Tai 'an, Laiwu, Heze, Jining, Zaozhuang, Linyi and Rizhao+1 in Qingdao, Weifang, Yantai and Weihai)

VI. Channel construction and promotion

Channel construction is also the most critical step for the success of market development. In the development stage of the company, we should start with. Start with the regional market, and you can take advantage of points and areas, and take advantage of strengths and weaknesses. Brand building and sales can't be urgent, especially in the current industry situation. It should be gradual and steady.

1. product planning

in the market operation, only by selecting the appropriate products and carrying out different market segmentation and positioning can we lay the foundation for the benign operation of the regional blank market. Product is the key to the success of blank regional market.

A, determine the product category according to consumer preferences. China has a vast territory and abundant resources, and different regions have different consumption habits. Therefore, around the demand of different products shown by the market, put the right products in the right market and sell them to the right consumers. It is the premise and guarantee of whether the products can be quickly accepted by consumers and markets after entering the blank regional market.

B, determine the product grade according to the consumption capacity. The consumption power of the market and the consumption preference of consumers may be different in different regional economic levels. Therefore, we must determine the grade of the main products in the new market according to the consumption power of the market and the acceptable price.

C, brand and product combination according to market strategy. In product combination, we should pay attention to the rationality of product structure, the different missions of products at various stages, and distinguish between primary and secondary, so as to cope with various situations of market competition changes.

2. Market layout

A. The market can't be exploited blindly (like a war, it can't be fought in an all-round way without focus). The market should be divided into key markets, potential markets and concerned markets (based on market economy).

B, Shaanxi is divided into two regions (Xi 'an, Baoji, Hanzhong, Ankang+Shangluo, Weinan, Tongchuan, Yan 'an and Yulin), with Xi 'an, Baoji, Hanzhong, Weinan and Tongchuan as the key development regions.

C, Henan is divided into three major regions (Zhengzhou, Luoyang, Sanmenxia, Kaifeng, Shangqiu+Xuchang, Pingdingshan, Luohe, Zhoukou, Zhumadian, Xinyang, Nanyang+Jiaozuo, Xinxiang, Hebi, Anyang and Puyang), among which Zhengzhou, Luoyang, Kaifeng, Xuchang, Pingdingshan, Xinyang, Nanyang, Jiaozuo and Xinxiang.

D, Shandong is divided into three regions (Jinan, Liaocheng, Zibo, Dongying, Dezhou, Binzhou+Qingdao, Weifang, Yantai, Weihai+Tai 'an, Laiwu, Heze, Jining, Zaozhuang, Linyi and Rizhao), among which Jinan, Dongying, Qingdao, Weifang, Yantai, Tai 'an, Heze, Jining, Linyi and Rizhao.

3. Channel planning

A. Focus on maternal and child channels: According to the information I have at present, there are at least 5 maternal and child stores in the above areas, and we can explore regional maternal and child channel agents and distributors. (sales+promotion dual mode)

B, pharmacy channels: develop chain pharmacies and independent medium and large pharmacies in key areas. (sales+promotion dual mode)

C. Hospital channels: adopt publicity strategies for large-scale general hospitals and maternity hospitals in the region to promote brands and products, and let consumers know our products from the source. Thereby driving the sales of terminals. (promotion)

D, special channels: for example, online shopping, group buying, kindergartens, etc. (Sales > Promotion)

4. Channel tactical planning

A. Resource focusing principle. We want to start the market quickly, so we should embody the principle of focusing on the use and distribution of resources. So as to avoid the phenomenon of "blooming everywhere" and optimize the use of resources by concentrating manpower, material resources and financial resources,

B, the principle of strategy application. Enter the blank market, make use of the dealer resources I have mastered, adopt the central city to drive the surrounding counties and cities, and go hand in hand with terminal store sales+store and hospital promotion.

C. the principle of steady progress. According to the original work experience, do a detailed market survey and make a careful strategic layout. First, choose a suitable market to verify the accuracy of market forecast and the rationality of strategic layout, and summarize a set of effective market development models in the whole blank area market.

5. Create a model market, and realize three purposes through the model market

A. Summarize a set of models. Through the model market, we can summarize the feasible and effective market operation mode, which can be quickly popularized and replicated in the whole blank area, and play a role of point to area.

B, cultivate a team, the model market is like a training ground and a sales classroom for sales staff, and create a group of sales teams suitable for our brands and products in order to explore other markets.

C. Set an example. Give full play to the power of example, set up a learning model for the whole blank area, and set up cases and confidence for dealers and business personnel with infinite market prospects.

6. Market tracking, promotion, development and promotion activities of business personnel:

a. Ask yourself and the regional manager to travel to various markets for a long time to conduct market research (local cultural environment, consumption habits, brand competition and influential medium and large maternal and child stores, medium and large chain pharmacies, hospitals, etc.),

b. Grasp the information of target customers and potential customers.

C, promotion activities in the market, brand promotion, etc.

D, maintain the customer relationship between the company and customers, and deal with all kinds of problems for customers in time without losing the interests of the company.

7. Set up branches and offices

For key markets, we can consider setting up branches and offices, but we must be selective. From the beginning, we will open branches and offices everywhere. If the management of branches and offices is not in place, the investment and inventory risks will be greatly increased. Once the branch company can't open the market situation, the market will become a dead chess game, and it will be very difficult to change other business models.

8. Advertising

Advertising is one of the most direct ways to build a brand. Through newspapers, magazines, internet media, TV, broadcast media, POP posters, leaflets and other publicity carriers, the image of the enterprise can be displayed to the public, which can directly attract the attention of dealers and consumers everywhere to achieve the purpose of expanding the market. In the specific operation, according to the different regional markets, the selected media should also be different, especially the cost performance of the media.

9. Brand and product image building

A unified, vivid and high-quality product image will bring strong visual impact to energy consumers, generate deep memories and improve brand added value. In this regard, all sales stores are required to strictly control.

1. Participate in exhibitions

Learn about exhibitions and product exchanges in the area under our jurisdiction through various channels, and better recommend our brands and products to dealers and customers through the above platforms.

VII. Post-maintenance and market supervision

A. It is even more difficult to defend the country. In this respect, the company must make great efforts in market maintenance.

The joining of customers is only the first step. Greater sales and a good sales network are the objective environment for the company's growth. Do a good job in the maintenance of the development period and the maintenance of the stable transition period. During the development period, we can lose the interests of some customers who pay attention to the market and increase the income for our company. However, we must not confuse the markets in key markets, be selective to the customers in key markets, and require agents to strictly implement the company's policies, and strictly control the terminal, especially the brand image of cities above the prefecture level, including: display location, display area, POP layout, vivid display of products, training of store promoters and their own brand products.

B, closely supervise whether the sales staff in each market have strictly followed the established policies and operation modes of the company. If you don't operate according to the company's established policy, even if the performance is good, you should go to hell to pay. At the same time, the personality problems in the market should be treated in a specific way, handled in time, adjusted strategic planning according to the problems found, and improved operation mode.

VIII. Summary

The above are my personal views on market development. If we make our products stronger and bigger, we will do it step by step. Of course, a good plan is only the first step of market expansion. What matters is the execution of the plan. 8% of the efficiency of market expansion comes from execution. Market expansion does not exist in isolation, it depends on many factors such as the management level of the enterprise, the cohesion of the marketing team, the communication ability of the marketing personnel, the product quality, the design level and so on. Therefore, strengthening internal management, grasping both hands and being hard at both hands can make your brand take off. Chapter 2 of market plan

All departments and centers of the branch: According to the spirit of the Notice of the Municipal Company on Launching the Labor Competition of "Close to the Market and Caring for Users" (Yu Yi Industrial [2xx] No.18), in order to further implement the company's requirements of "carrying out network maintenance with the market and customers as the center" and effectively support the market and customer service, and in combination with the actual situation of Liangping Branch, the "Close to the market and caring for users" is formulated. The details are as follows:

1. Team leader of the competition leading group of the branch

: * * * Deputy team leader: * * * Member: * * * * *

(1) Publicity group: Responsibilities: Responsible for the publicity plan of this event and organize its implementation.

Team leader: * * * Team member: Marketing Planning Center of the Branch

(II) Responsibilities of the Logistics Team: Responsible for the logistics support and related organization and coordination of this competition.

Team leader: * * * Team member: General Department of the branch

II. Implementation plan of specific activities

Jian Weibu fully negotiated with the market and customer service departments about the contents of the competition involving the branch, and listened carefully to the needs and suggestions of the market. For the problems that they need to solve urgently, they focused on sending people to solve them, and the responsibility was carried out to people. For the problems that can't be solved by the existing technology, do a good job in explaining network complaints.

(I) Autumn Harvest Nuggets

1. Touching the new students and cheering for the fine network implementation rules: In view of the fact that there are few colleges and universities in * *, the operation and maintenance department of the branch mainly focuses on the well-known high schools in Liangzhong and Hongzhong counties with more telephone traffic, and at the same time, jointly with the marketing department, it focuses on promoting the "gardener card" in primary and secondary schools in the county to improve its existing market share. Monitor and expand the local time traffic impact during the school term and "Teacher's Day" in time to ensure the quality of the campus network.