Successful enterprise marketing planning case article 1
I. Company Profile
What is the company based on? Walking with green, taking nature as the foundation? For the purpose of the enterprise, we call on people to love and protect nature.
The company mainly produces green products (including green food, green daily necessities and other green series products), which was established in June 2000. Once the product was launched, it was welcomed by the public. Now, the company has established its own brand, and its products sell well all over the country.
Second, the company goals
1. financial target this year (200x), strive to achieve sales revenue 1 100 million yuan, and double the profit from the previous year (reaching 30 million yuan).
2. Expand the marketing target market coverage to the international market and strive to build an international brand.
Third, marketing strategy.
1, high-income families in the target market.
2. The products have the best positioning quality and various varieties, and the outer packaging adopts the international green packaging 4r strategy.
3. The price is slightly higher than that of similar traditional products.
4. Sales channels are concentrated in big shopping malls with high consumption level in big cities, and the company should establish its own sales channels? Green? Mainly.
5. The ratio of male to female in sales recruitment is 2: 1. We should set up our own training center to train sales staff and adopt the national customer management system.
6. First-class service level shall be established, and the service process shall be standardized and networked.
7. Carry out large-scale, high-density, multi-directional and networked advertising campaign in the pre-advertising. Highlight product characteristics, corporate image, and give consideration to certain medical and environmental protection knowledge.
8. Promotion Promote products on the Internet, provide price concessions on holidays, and urge sales personnel to vigorously promote sales by assessing their sales performance.
9 research and development of green resources, focusing on the development of pollution-free and economical products.
10. Marketing research investigates consumers' selection process and product improvement scheme for such products.
Fourth, network marketing strategy.
After careful planning, the company registered two international top-level domain names for the first time and established China? Walking with green? Website, a comprehensive introduction to the company's sales products, business and services, and a detailed introduction to various products. Then, it will gradually register with famous search engines such as Sohu and Yahoo, with online advertisements as the main part, supplemented by newspapers, television, radio and print advertisements, so as to expand its influence in the whole country, and increase the friendship connection of comprehensive websites all over the country in combination with online communication.
Verb (abbreviation of verb) customer service of network marketing
By implementing interactive marketing strategy, we can provide satisfactory customer service. The main tools are e-mail, e-forum, FAQ, etc.
Six, management:
(a) the implementation of internet marketing strategy:
A good development strategy is formulated, and then a feasible promotion plan is needed to ensure its implementation. We can follow the following steps:
1. Determine the responsible department, personnel, functions and marketing budget;
Network marketing belongs to marketing work, which is generally the responsibility of the marketing department and works under the leadership of the deputy general manager of marketing. Generally, a special department or working group should be set up, and its members are composed of network marketers and network technicians. Even if streamlining is considered at the beginning of the work, there must be someone who is in charge. The initial work of investigation, planning, coordination and organization is heavy, and it is difficult to ensure the completion of the work by taking part-time jobs.
2. The responsibilities of full-time network marketers should include:
(1) Synthesize the opinions of all departments of the company, formulate the website construction plan and take the lead in implementing the website construction.
(2) Daily maintenance, supervision and management of the website.
(3) The formulation and implementation of the website promotion plan.
(4) Online feedback information management.
(5) Independent network marketing activities.
(6) Implementing online marketing support for other departments of the company.
(7) Collect and manage online information resources to provide guidance for the application of the company's network resources.
3. We will make sure to save the network marketing expenses as much as possible, but we still need to estimate the possible investment. Our marketing budget mainly comes from:
(1) personnel salary
(2) Hardware cost: such as adding computers.
(3) Software expenses: such as space rental, webpage production, webpage program development, database development, etc.
(4) Others: Internet access fees, network advertising fees, etc.
(2) Synthesize the opinions of various departments and build an interactive platform for websites.
As the main carrier of online marketing, the company website directly affects the level of online marketing. At the same time, the website is not only a marketing function, but also includes corporate image display, customer service, company management and cultural construction, cooperative enterprise communication and other functions. Only by collecting opinions from all aspects of the company can we gradually establish a website platform that meets the requirements.
When building a website, we should pay attention to the following functions:
(1) Rich in information: the lack of information is a common problem of company websites at present;
(2) Moderate unity of aesthetics and practicality: giving priority to practicality and giving consideration to visual effects;
(3) Powerful functions: Only with corresponding functions can we meet the requirements of all departments of the company.
(4) the humanization of the website: from the customer's point of view rather than taking the enterprise as the center.
(5) Interactive function: strive to increase the opportunities for visitors to participate and realize online interaction.
(three) to develop a website promotion plan and implement it
Have a good website platform, and then implement website promotion. The process of website promotion is also the process of brand and product promotion.
1. The factors that should be considered when making a website promotion plan are:
(1) the range of potential users of our products;
(2) Identify the characteristics of end users, purchasing decision makers and purchasing influencers of our products, and their online habits;
(3) Who should be promoted mainly?
(4) How can it be promoted?
(5) Whether and how to use traditional media;
(6) What sales promotion methods do our competitors have?
(7) How to keep the publicity cost low.
2. The means we can use:
(1) search engine login;
(2) link exchange between websites;
(3) establish mailing list and promote email;
(4) Publicity through online forums and bbs;
(5) Publicity through newsgroups;
(6) indicate the website address in the company's business card and other external materials;
(7) Increase website publicity for all external advertisements of the company;
(8) Make proper publicity with the help of traditional media.
Sixth, the evaluation and improvement of network marketing effect.
After the promotion of the website, our work has completed a stage, and we will get more online feedback, so we should make a preliminary evaluation of the effect of online marketing to make our work go to a new level.
1. The evaluation contents include:
(1) Whether the company's website construction is successful and what are the shortcomings;
(2) Whether the website promotion is effective;
(3) How about online customer engagement? Analyze the reasons;
(4) How do potential customers and existing customers accept my online marketing?
(5) Whether the company's handling of online feedback information is positive and effective;
(6) Whether all departments of the company cooperate with online marketing efficiently.
2. The evaluation indicators mainly include:
Website visits, source of visitors, frequency of visits, length of stay, number of feedback letters, content of feedback, comments made, etc.
The effective use of network marketing will have a positive impact on the operation of other departments of the company, and will also affect the overall operation and management of the company. As the exploration of network information condition management mode, it will greatly promote the company to move towards the new economy. It will play the following roles:
Promote the internal information construction of the company, speed up the preparation of enterprise e-commerce, improve the management information system of the company, improve the management quality and efficiency of the company, improve the quality of employees and cultivate e-commerce talents.
These changes will affect the company's existing production organization form, sales model, development model and management model. To promote the strategic transformation of the company's management model.
Successful enterprise marketing planning case II
I. Summary
1, with an annual sales target of 6 million yuan;
2.50 dealer outlets;
3. The company has a certain reputation in the automatic control product market;
Second, the marketing situation
Air-conditioning automatic control products belong to the supporting products of central air-conditioning and other industries, and are restricted 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, as well as 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 large: 1, which is hot in summer and autumn and cold in spring and summer; 2. The real estate industry in Hunan has developed rapidly in recent two years, especially the construction of middle and high-grade commercial houses and villas; 3. Hunan will be included in the western development and strengthen the construction of various basic projects; 4. Changsha-Zhuzhou-Xiangtan Financial City; 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. Generally speaking, there are three ways to sell air-conditioning automatic control products: project bidding, real estate group purchase and private projects. Project bidding channels occupy a large share, but real estate group buying and private projects have developed rapidly and have shown a diversified development trend.
From the sales channels of enterprises, most companies adopt the model of office plus dealer. In 2007, domestic air-conditioning automatic control products enterprises increased their efforts to lay out the national marketing network and consolidate traditional channels, and strengthened their public relations cooperation with design institutes and management departments. For air-conditioning automatic control products enterprises that entered the market late, because the market accumulation time is relatively short and they are eager to open the market quickly, the channel mode of office plus distribution system is basically adopted. In order to respond to the market quickly, all automatic control products entering the Hunan market are stocked in Hunan. Hunan air-conditioning automatic control products have a large market capacity and great potential, and the overall development trend is promising. Therefore, for brands that have not yet entered the Hunan market, there are great market opportunities. As long as they adopt appropriate marketing strategies, they can squeeze into the Hunan market. At present, Shanghai Zhengyi has a weak market base in Hunan air-conditioning automatic control products, and its team is still relatively young, so its brand influence needs to be consolidated and expanded. In the process of sales, we must be very clear about the advantages of our company and play to the extreme; And we should find out the weaknesses of our company and put forward them in time to overcome them and realize the maximum value; Improve the service level and quality, penetrate the service consciousness into every link of communication with customers, and pay attention to various services such as pre-sale, in-sale and after-sale return visits.
Third, the marketing objectives
1. Air conditioning automatic control products should aim at long-term development and strive to take root in Hunan. In 2008, we will focus on establishing a perfect sales network and model projects, with a sales target of 6 million yuan;
2. Squeeze into the first-class supplier of air-conditioning automatic control products; Become a fast-growing successful brand;
3. Drive the sales and development of the whole air-conditioning products with air-conditioning automatic control products.
4. Short-term marketing goal: make the marketing performance grow rapidly in a short time, and make its own products become well-known brands in the industry by the end of the year, replacing some markets of products of the same level in the province.
5. Devote to developing the distribution market and reach 50 distribution partners by the end of 2008;
6. Regardless of mental and physical strength, we should devote ourselves to our work and make it develop with high efficiency, high income and high salary.
Fourth, marketing strategy.
What is the best choice for air-conditioning automatic control products to grow rapidly and gain competitive advantage? Target concentration? Overall competitive strategy. 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 huge, and the target concentration strategy is our wise competitive strategic choice. Around? Target concentration? The specific tactics we can adopt in the overall competitive strategy include: market concentration strategy, product belt concentration strategy, dealer concentration strategy and other supporting strategies with concentrated goals. To this end, we need to divide Hunan market into the following four categories:
Strategic Core Markets-Changsha, Zhuzhou, Xiangtan and Yueyang
Main development markets-Chenzhou, Changde, Zhangjiajie and Huaihua.
Cultivate the market-Loudi, Hengyang and Shaoyang
Waiting to develop markets-Jishou, Yongzhou, Yiyang,
Overall marketing strategy: the combination of all-staff marketing and direct marketing and channel marketing.
1, target market:
Blooming 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.
2. Product strategy:
Drive overall sales with overall solutions: Our products are required to form a complete solution with successful cases, thus driving the sales of all products. Interaction between size: the sales of air-conditioning automatic control products drive the sales of valves and other products, and the sales of air-conditioning automatic control products are driven by the projects of valves and other products.
3. Price strategy:
High quality, high price and high profit rate are the principles; Make a realistic price list: the price list is divided into two layers, the media public quotation and the lowest market price. Formulate higher monthly and quarterly rebate policies and control the marketing system. Strictly control the price system to ensure the profit space of first-class dealers, second-class dealers, project engineers and end users. In order to adapt to the market, the price policy should be positive.
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) Channel establishment mode: a. Take a step-by-step approach, first initialling the agreement, then making the sales forecast table, and then formally signing the agreement to order the first batch of goods. If you don't purchase goods, you can't sign an agency agreement; B. Find important customers, push the goods to the dealers through negotiation, and then our sales and market support will keep up; C choose a competitive attitude among the agents, so that we can take the initiative and take a high profile in the negotiation because of a potential local customer. Can't enter the market in a low profile; D. After initialling the agreement, the name of the initialling agent can appear in our advertisement, provoking the contradiction between the distributor and the original manufacturer, and we take the opportunity to enter the market; E. In the local regional market, always ensure that a local secondary agent can become a primary agent, so as to threaten and promote the primary agent.
(3) The market has the power to push and pull. To achieve rapid growth, the driving force must be adopted. Pulling requires a long period of cultivation. To this end, we will focus on developing channel distribution. In addition, the personnel in charge of key 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:
Basic ideas of marketing team: a. Open mind; B. overcome yourself; C. professionalism;
(1) vertical contact between business teams, efficient communication and quick response. Team building is flat.
(2) Internal reporting system and sales reward system.
(3) Selling products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is the solution.
(4) Prepare a sales manual; Including 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.
Verb (abbreviation for verb) sales 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. Establish an excellent marketing team;
5. Choose the market operation mode suitable for the company;
6. Grasp the characteristics of the company's products and find the selling points of the company.
7. The company should adopt the market operation mode of combining direct selling and distribution in Hunan; Direct selling is a model project to promote the development of distribution network, and distribution regards sales volume as the profit growth point of the company;
8. Direct selling uses a combination of personnel promotion and some media publicity to expand the market. For air conditioning automatic control products, community promotion method and demonstration project persuasion method of key construction machinery projects can be adopted;
9. In order to enter the market as soon as possible, which is conducive to the long-term development of the company, we will March into major cities in the province with Changsha as the center and local cities as the profit growth point;
10, Hunan's channels should adopt a flat mode and do a good job in channel construction and management. In terms of channel construction, there can be no provincial general distributor, but it can be divided into cities as the basic unit. Each prefecture-level city has two first-level distributors, and the marketing tentacles have extended to the county-level market with market value, changing the long-term guerrilla mode of other air-conditioning automatic control products brands in Hunan, adopting positional warfare and establishing brand operation mode with distributors with long-term interests.
1 1. In order to ensure the realization of the above tactics, especially to strengthen channel construction and management, a marketing team capable of fighting must be formed: to ensure the relative stability and reasonable flow of the marketing team, there should be no less than 3 qualified marketing personnel throughout the year; Do a good job in recruitment and training; Assign sales staff with good trial performance to each region as regional directors;
12, strengthen the management of sales team: implement the three-a management system; Adopt competition and incentive factors; Hold regular sales meetings; Establish long-term development ideas and combine training with practice.
13. sales performance: the annual sales tasks assigned by the company are broken down according to the specific market conditions. The main means are: improving the quality of the team, strengthening team management, carrying out various publicity activities, and formulating reward and punishment systems and incentive schemes.
14. management and relationship maintenance of engineers and agents: effectively manage and maintain the existing engineers' customers and agents, establish customer files for all engineers' customers and agents, understand the pre-sales situation and strength, and spread the company's corporate culture and new products in 2008. This work was completed at the end of June. Irregular transmission after the peak season and before the peak season. Understand the basic situation of various engineering contractors and agents, visit regularly and communicate effectively.
15, brand and product promotion: brand and product promotion In 2008, we carried out the company's regular brand promotion and product promotion activities, and planned some low-cost public relations publicity activities to enhance the brand image. If possible, joint promotion with various engineering companies and agents can not only expand the influence, but also establish a good customer relationship. What is the main product promotion? Roadshow? Or outdoor static display of some product promotion and normal business promotion.
16, terminal layout and channel expansion: According to the company's sales target in 2008, the popularity of channel outlets will be greatly improved. According to this situation, actively cooperate with the work of business departments at any time and anywhere, and actively cooperate with the image building of dealers.
17. Planning and implementation of promotional activities: flexibly plan some promotional activities according to market conditions and competitors' promotional activities. The theme idea avoids its advantages, attacks its disadvantages, and focuses on planning and implementation according to the company's product advantages and resource advantages.
18, Team Building, Team Management, Team Training
Intransitive verb equipment and budget
1. marketing team: there shall be no less than 3 qualified marketing personnel throughout the year;
2. All work revolves around increasing sales volume, establishing a long-term employment system, and ensuring that the logistics work of marketing personnel is in place on time and in quantity.
3. In order to adapt to the market, the company must have a certain inventory in Hunan, ensure adequate and timely supply, coordinate the proportion, realize inventory optimization, and try to avoid out-of-stock or out-of-stock phenomenon. A dealer has been negotiated in Changsha, and the dealer will provide the facade and personnel free of charge.
4. Conduct market research, market dynamic analysis and information feedback from time to time, and be a good communicator between enterprises and markets. Make every effort to establish a rapid response mechanism.
5. Coordinate the relationship between agents and distributors. According to the technical and personnel support, go all out to complete the dock task.
6. Broaden the company's product belt and increase profit points.
7, must establish the operating budget and budget, budget decisions are usually adjusted up and down with the operating performance.
8. In order to strengthen the agility and rapidity of the organization, the company will greatly delegate its authority so that personnel can make decisions decisively and quickly, but it is not allowed to disclose the company's price and other secrets to any outsiders. In the communication with customers, if it is difficult to make a decision on the price, it is necessary to ask the company leaders for instructions;
9, in order to achieve the purpose of responsibility and determine the responsibility system, the company can implement the policy of heavy rewards and heavy penalties.
Successful enterprise marketing planning case 3
First, the network marketing environment analysis
At present, the overall online marketing level of feed additive industry in China is still in the primary stage. The reason is that most enterprises do not have a systematic and strategic understanding of the online marketing project of feed additives and do a good job in the overall pre-planning of the project. Looking at the whole feed additive industry in China, the effect of online marketing of feed additive enterprises still has a lot of room for improvement.
Few people in China know Xiamen Meierji Biotechnology Co., Ltd., and of course they know little about its products. In view of this main problem, we implement the network marketing plan, the most fundamental purpose is to publicize the enterprise online! Establish a brand-new website in a short time (about a month) and put it into use quickly. It will take one year to raise the popularity of the enterprise website to the forefront of the same industry in China, and finally improve the sales performance of the enterprise.
Strategic focus: focus on the network, supplemented by other relevant media for advertising and market expansion, in order to accurately locate products, highlight corporate image and product characteristics, and adopt differentiated online marketing competition strategies.
Second, the profit model of network marketing
(A) marketing objectives
1, project significance
With the help of the network, quickly improve your company's brand awareness in the domestic feed industry, increase website traffic, thereby improving traffic conversion rate and promoting sales performance growth.
With the help of the network, we can quickly provide enough interested customers for recruitment agents.
Quickly obtain the customer information of the main purchasing companies of feed additives with the help of the network.
The final sales need to rely on offline.
2. Holistic thinking
Plan and establish a marketing website for purchasing customers and agent customers.
Based on search engines, bidding and SEO are two ways to maintain the network channels of target groups. Assist to actively spread to the target group through industry websites, forums, groups and other related network circles.
3. Target customers
Feed additive enterprises are at the upstream end of the feed industry chain, and the customers of feed additive enterprises are mostly feed production enterprises, large-scale breeding companies, large provincial and municipal distributors and small and medium-sized farmers.
4, product positioning
Health care promotes growth, safety and environmental protection.
(B) Channel strategy
In view of the fact that the online sales of feed additives in China are not ideal at present, and the online payment of feed additives is large, which requires high network security, most consumers still prefer to buy them through traditional methods. We will focus our strategy on establishing an official website for publicity and promotion.
1, business process
Website planning and construction-> Website promotion-> Target customers get information-> Visit the website-> Online or telephone consultation-> Offline interview-> Transaction-> After-sales service-> introduce
The network only provides initial communication for customers, screens customers, and at the same time successfully shortlists customers and obtains customer information. Offline interviews are more important.
2. Website content planning
The website mainly consists of seven parts, namely: home page, company profile, product center, technology center, industry trends, customer service center and contact us.
Website Home Company Profile, Industry Trends, Product Center and Technology Center
Company profile: company profile, management introduction, organization chart, corporate culture (corporate strategy, business philosophy, honor recognition), contact information, links to various related websites, recruitment training (recruitment information, training, human resources email).
Product features, product composition, product efficacy and product center price introduction
Production equipment and technical personnel of the technical center
Industry dynamic comprehensive finance, feed additive market, website announcement, industry topic, market analysis, professional comment customer service center user registration and authorization, echo column (consultation and answer), complaints and suggestions, general manager email address, contact us.
Contact our company name, address, telephone number, fax number, e-mail address and website.
(3) 400 telephone application (to be filled in by your company)
400 telephone can enhance corporate image, improve advertising effect, increase trust, strengthen customer satisfaction and avoid the loss of customer resources. It is an upgraded version of 800 toll-free telephone and has become one of the necessary marketing tools for many enterprises and companies.
400 calls should be successfully applied before the website is completed.
Third, the website promotion strategy
Take targeted network communication and promotion. Goal: let the industry spread all over the company's product information, and think of your company as soon as there is demand. The main network promotion and communication strategies are as follows:
1, Baidu
Baidu bids, SEO optimizes natural rankings, Baidu knows, Baidu Post Bar, Baidu Encyclopedia, etc.
2. Industry websites
Feed additives and related websites and community forums.
3. News portal
Put news on Sina, Netease, Sohu, Tencent and other portals to establish a brand image and seize the entrance of Baidu's home page.
4.B2B platform
In Ali, HC network and other large and small B2B platforms for promotion.
5, other auxiliary
Do routine promotion through other forums, classified information and wholesale website platforms.
Fourth, the website promotion effect evaluation
After 3 months of website operation, it is preliminarily estimated that the daily IP will be above IP400 and the daily consultation will be above 20. Whether the transaction can finally be completed depends mainly on offline communication, which cannot be measured at present. But according to our previous project experience, if we consult 20 people every day, at least 50% of them will leave their contact information. In other words, after 6 months, the website can accumulate 10 deep intention customers every day, with more than 200 customers every month.
At the same time, whether wholesale or procurement, the transaction amount is relatively large, so the final transaction is relatively slow.