Product marketing plan (model essay)

The main idea of XX product marketing planning;

1, increase market share

2, expand product awareness

3. Establish a good image of scale, high quality, professionalism and service;

First, determine the sales target.

1. Market analysis: industries and regions where target customers are concentrated.

Total market capacity

Competition activities

Customer purchase mode

Advantages and disadvantages of both sides

2. Self-analysis: product advantage?

Main products and their related industries.

Refine scale, brand, characteristics and service advantages.

Where are our opportunities?

Annual profit target?

Through market analysis, find out market opportunities, refine their own advantages and determine sales targets. Annual target, quarterly target, monthly target, proportion of main products, profit target, market share promotion target, etc.

Second, make a sales plan.

1. Determine the target market: focus on industry sales (profit and stable market); The industries supplemented by channel sales (increasing popularity and expanding market share) mainly refer to target customers with certain purchasing scale, such as mining, transportation, construction, fire protection, manufacturing and factories. Channel sales refers to: county-level franchisees or agents.

2, market development ideas: A industry sales: First, determine our company's superior products (products with good market control, good price, good quality, strong manufacturer support and large profit operation space), determine the industries targeted by the superior products, find out influential customers in the industry, and integrate various resources to tackle key sales problems. Take this as an example for our company and as a propagandist of the market to help us tear open the gap in the market. Then systematically develop industry customers from point to point. B channel sales mainly aim at dealers with certain industry and social relations and development potential in the county market to guide the profit model. At the beginning, different dealers can be divided according to different industry relationships, and multiple dealers can be developed in one area. After the market is well developed and its popularity is improved, you can integrate the market by joining or setting up an office. C according to the situation, adopt marketing methods such as industry and conference.

3. Strengthen market research while developing the market, so as to adjust the sales target and plan in time.

Third, prepare sales resources.

1, team composition: a sales background: b salesman (key customer type+channel type) c technical business support.

2. Salary formulation: basic salary+assessment salary+performance commission+bonus+welfare 3. Formulation of sales system and process. Compilation of training plan and content. The preliminary work of the sales manager 1. Familiar with the company's organizational structure, products and business processes. Understand the company's current market and sales situation.

3. Understand the company's existing sales team.

4. Make sales targets and plans.

5. Develop business processes

6, formulate assessment, management, reward and punishment system.

7. Manage and train the sales team

8. Investigate the market situation

9. Maintain and develop key customers

10, coordinate all departments of the company, and integrate sales resources to give you an example: A preface to the Eight-treasure porridge product planning book of Healthy Companion In today's accelerated pace of life, fast food products have become consumers' choices, and Eight-treasure porridge has entered people's sight. Today, with the prevalence of drinks and milk, eight-treasure porridge has not developed its own field and has a great market space. Second, market analysis: At present, there are many brands of eight-treasure porridge on the market, but there are not many well-known brands. The sales of Xianqin eight-treasure porridge, Wahaha eight-treasure porridge and Yinlu eight-treasure porridge are relatively high. Due to insufficient publicity, Huayuan and Lude eight-treasure porridge only seized the local field and did not become the first choice for consumers in other cities. Among them, the sales volume of Yinlu eight-treasure porridge is gradually increasing because of its strong advertising and low price. Moreover, due to the differences between Chinese and western food cultures, there is no competition from foreign brands for this product. Third, product strategy: if you want to get out of your own brand market, you must have the ability to innovate, rather than playing a circle with existing strong brands. We are taking the road of differentiation. We will focus on the word "health", first show the characteristics of our "healthy long companion" porridge, and then further show what "health" this feature can bring to consumers. Where's our eight-treasure porridge? At present, the brand's eight-treasure porridge simply emphasizes that our porridge is good, and does not specify what is good about porridge. No features. Our "healthy long companion" will take the road of functionalization, functional drinks can occupy the market, and so can eight-treasure porridge. Our eight-treasure porridge will highlight the nutritional and health-care functions of traditional Chinese medicine. So there are the following expected products: 1 Vigorous products: green as the main color of packaging, highlighting functions: enhancing immunity, health and wellness. To use that kind of Chinese medicine, you need to ask a food expert to study it. Youth companion products: the packaging is mainly red, with outstanding functions: anti-aging and anti-fatigue. Many kinds of medicinal materials have the function of beauty. Intelligent products: orange is the main color of packaging, with outstanding functions: puzzle-solving, anti-forgetting. This kind is mainly aimed at students. In addition, protein nutritious porridge and milk porridge can be developed. Products should pay attention to quality, so the use of a series of traditional Chinese medicines should be carefully studied by nutritionists and doctors to remove the bitterness and astringency of traditional Chinese medicines in taste. Fourth, the slogan of advertising strategy-a better life, a healthy partner. There is a pun effect. The production of advertising films must be careful, and a good advertising company should be chosen. Advertisements are mainly placed in the prime time of provincial TV stations, and some public welfare activities can also be held, such as sending porridge to poor children and widowed elderly people, and sending porridge to brothers and security guards. Sending porridge to health has caused reports in newspapers and the media. 5 promotion methods supermarkets and retail stores should engage in some promotion activities according to local differences. Choose regional agents to give them higher profits. Here, a new model is proposed. Milk can be delivered home every day, and drinking water can be delivered home in barrels. Can our porridge be prepared in advance? The target is families and college students. As long as the price is favorable and the quality of porridge is good, it is very popular with consumers. This plan is feasible. Even if you can't book it every day, you can book it three times a week. If after three or four years' development, Healthy Dragon partners become strong brands, then we can set up manufacturing points in some places to deliver hot porridge to users who order porridge, and then our porridge ordering model may be realized. The planning book is written roughly like this.