Brief introduction of product marketing plan model essay. 1. Positioning of the company and brand.
Xx Company is a technical leader in telecommunications and data communication industry. The products and solutions that xx Technology has provided and will provide are the basic products for building the Internet, including wired access and wireless access. At present, a development base has been established in China, and R&D and localization have been realized in China.
brand positioning
A in the field of telecommunication and data communication products, become a leading brand equipment supplier in China.
B. Become a first-class manufacturer and supplier of network products.
C. Drive the sales and development of the whole network products with system integration projects.
Second, the sales strategy guidance and industry goals
1. adopt a top-down sales strategy: never abandon large regional distributors, which is our key development goal.
2. Emphasize two key points; Vigorously developing key regions and key agents is of extraordinary significance to achieving our sales targets.
3. Focus on developing the following industries:
(1) residence (intelligent community)
(2) Hospital
(3)? Education, government, finance and other industries.
1. adopt a bottom-up sales strategy: specifically, develop small dealers and use dense crowd tactics to complete it.
2. Drive overall sales with overall solutions: Our products are required to form a complete solution and have successful cases, thus driving the sales of all products.
3. Blooming everywhere: central cities and small and medium-sized cities break through at the same time. Interaction between size: network product sales drive system integration sales, and system integration projects promote network product sales.
The actual shipment determines the popularity of products, and each product is a powerful advertisement.
5. Vigorously develop OEMs, and rapidly promote the promotion of product sales and turnover.
Third, the short-term goal of marketing.
1. goal: make the marketing performance grow rapidly in a short time: by the end of the year, make its own products become well-known brands in the industry, replace some domestic products at the same level, and form a competitive relationship with foreign products. Cross the generation point and become a fast-growing successful brand.
2. Committed to the development of the distribution market. By 20__, it will have grown to 65,438+000 distribution business partners and 200 system integrators, and achieved certain marketing results in the above industries.
Fourth, the basic concepts and rules of marketing
1. Basic concepts of marketing team
A. open your mind:
B. Overcome yourself:
C. professionalism;
2. Basic marketing rules
A. Name of distribution partner: It can be divided into two categories: 1. Distribution customers are our key partners. The second is the system integration customer, which is our basic customer.
B. Every employee should not think that he is a new brand.
The competitors are domestic manufacturers of similar products.
D. Basic characteristics of target customers in distribution market
(1) Growth companies in the market have strong enterprising spirit and desire to generate.
(2) Internet companies that are in an important position in the local Internet market.
(3) A system integrator with good industry background and digestion ability.
Verb (abbreviation of verb) marketing model
1. Channel establishment mode
A. Take a step-by-step approach, first initialling the agreement, making a sales forecast table, formally signing the agreement and placing the first batch of goods. You can't sign an agency agreement unless you purchase the goods (the preliminary agreement is: registration form fax, product order, formal 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 with 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.
2. Give agent credit rating support (specify credit rating method)
A. Customer classification: regional primary agents (A), regional secondary agents (AA) and system integrators (AAA).
There are 20 B-A companies and 0/00 AA companies/KLOC. Only Company A can get credit support.
C. Grade A credit rating standard:
1) signed a formal authorized marketing agreement and made a complete record in ml company.
2) Monthly orders in the first three months reach the sales amount stipulated in the authorized marketing agreement.
3) In the business dealings within three months, there has been no malicious debt repayment event or commercial dispute.
4) Actively explore the market and independently operate local market activities. Cooperate with the company's marketing activities.
5) There is no content that violates the provisions of the authorized marketing agreement.
Sixth, the price strategy.
1. High quality, high price and high profit rate are the principles!
2. Make a realistic price list: the price list is divided into two layers, the open quotation and the lowest market price.
3. Formulate higher monthly and quarterly rebate policies and control the marketing system.
4. Strictly control the price system to ensure that primary dealers, secondary dealers, system integrators and end users have profit space at the price level.
Seven, channel sales strategy
1. There is thrust and tension in the market. 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 responsible for key customers and system integration will focus on the industry market and system integration market, and strive to complete 4~5 model projects within three months. By the end of the year, complete your own marketing quota.
2. Short channel strategy: divided into four types of customers: A, AA, system integrators and industry customers. They can establish direct contact with us.
3. Vertical contact and efficient communication between business teams can make quick response. Team building is flat.
4. Sell products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is the solution.
When the conditions are ripe, we should set up a logistics center to solve our difficulties in the local market, because the logistics center plays the role of financing platform, financial platform and logistics platform.
Eight, after-sales service system
1. You can sign an authorized service center agreement with the dealer (a). Supported by spare parts. There is a special person in the national authorized maintenance center who is responsible for the replacement and maintenance of spare parts.
2.65438+ 0% of sales in the first three months shall provide maintenance spare parts.
3. Establish a special authorized maintenance center and pay a certain fee.
4. Set up a customer consultation record form for after-sales technical consultation, record customer consultation questions, and set up a special BBS on the company website.
Product marketing plan model essay introduction 2 1, event sales
Sticking to regular bar activities can play a good marketing strategy, retain old customers and develop new customers.
Event planning:
(1) During the publicity period, if the activity day is in June 10, it will be publicized 1-2 weeks in advance. First, the VIP activity information in the store will be notified one by one; Then publicity inside and outside the store, external main advertisement and oral publicity among guests, internal publicity mainly depends on posters and sales staff. When each guest 10 comes to the store for consumption, he will inform the time and theme of the event, and at the same time give or publicize the invitation card for the event. In order to attract guests to participate in the activities of the day. The card must indicate the time, authority and purpose. Note: the form of the card
A: Free gift-you can get a bottle of beer or a glass of wine for free if you take this card to participate in the activity.
B: Fixed face value-this card has a certain face value. The way to get this card is to buy it from a salesperson or a store, such as 50 or 100 face value. On the day of the event, you can buy half a dozen beers with a face value of 100 in the store, or use them as drinks of 120 yuan-150 yuan for cash or other preferential treatment. . Try to leave guest information when selling.
(2) implementation plan? If it is a form A card, guests will take the card to participate in the event on the day of the event, and give them the card for the next event when they enter the store or exchange beer with the card; If it is a B card, after the guests exchange beer, the sales staff in the store will promote the consumption card of the next activity for them when they leave the store, or every table guest will go to the table to promote such a card immediately.
During the activity, there should be performances, various interactive games, instant promotion and lottery to ensure the interest and attraction of each activity.
Ps: The above activity sales plan is only my framework, and the specific implementation operation needs to be discussed in detail.
Second, the daily cocktail promotion and sales plan
Cocktail is a kind of wine with small quantity, low cost and high profit, because of its unique production method and practicality, it has attracted many friends' love. Doing some cocktail promotion in the bar indefinitely will increase our cocktail sales, thus improving the operational efficiency of our bar.
1, every night before 9: 30 to 12, guests who spend a certain amount in the bar will be presented with carefully prepared cocktails by the bartender. The main feature of this cocktail promotion scheme is that there is a time limit. Generally speaking, although there are few people during this period, they are all frequent visitors to the bar. )
During the bar time, every customer who comes to this bar for a birthday party will get a set of banquet cocktails or half a dozen angel cocktails or half a dozen beach cocktails prepared by the bartender, and will also light fireworks to celebrate.
Sunday is ladies' night, and ladies can enjoy free cocktails from 9: 30 to 23: 59 that night.
Make a wine plan every Monday, and indicate on the cocktail promotion card on the table that a cocktail will be sold at half price this week.
5. Customers who are booked by the marketing staff and spend a certain amount of money will be given a set of cocktail glasses by the booking marketing manager, which can be made by the bartender himself in his seat.
6. Give fruit bowls or snacks to customers who buy banquet cocktails or bullet cocktails or test-tube cocktails in bars.
7. The service department is responsible for promoting cocktails and giving the waiter a 5% commission (or something else to be determined).
8. Recruit Lili to better communicate with the male guests sitting at the bar.
9. Guests who come to the store for consumption can leave a friend card, which will be kept by the bar.
10, put cocktail pictures and information all over the bar, such as toilets, walls and so on.
1 1. The bartender and the bar staff tell the origin of classic cocktails to every customer sitting in the bar and ordering food.
12, the bar staff must master some magic and some interesting games to increase the atmosphere and let the guests feel different bar culture when interacting with the guests.
13, every guest can give our bartender comments and dissatisfaction, which will help us to improve our countermeasures more effectively in future business.
Brief introduction of product marketing plan model essay.
Improve the sales of xx tea drinks on campus and develop new customers.
Second, the theme.
Turn, turn, turn, xx tea surprises you.
Third, time.
20xx year x month x day -x day
Fourth, location
In front of the new world supermarket in the school.
Verb (short for verb) target
(1) All students in school
They are all energetic and enterprising young people with health awareness, pursuing a sense of accomplishment and self-identity. They pay attention to the quality of life and know how to pursue fashion, but they don't blindly follow suit.
(2) School staff
They have a higher economic level and will enjoy life.
Content of intransitive verbs
(1) lucky draw.
Participation conditions: As long as you buy xx tea drinks, you can participate in the lucky draw regardless of taste and number of bottles.
Lottery rules:
1, each person can only draw once.
2. As a lottery tool, the turntable is based on xx classic advertisements. Divide the turntable into six parts, which are written respectively: black tea, green tea, honey tea, shopping voucher, health and glycol.
3. Winners should register when receiving the prize, and write down their names, what prizes are in their mobile phones, etc.
Shopping vouchers can be redeemed in the new world.
Prize setting: 1. Switch to "black tea" and take a 250ml bottle of black tea.
2. Go to Green Tea and get a 250ml bottle of green tea.
3. Go to Honey Tea and get a bottle of 250ml honey tea.
4. Go to the "Shopping Voucher" to get a shopping voucher worth 10 yuan.
5. Switch to "Health" and "Ethylene Glycol" to get a ballpoint pen.
(2) Free tasting
Free goods tasting is conducted in the place where tea drinks are sold in the New World, so that people who haven't wanted to buy will buy after tasting.
(3) Exchange the collected bottle caps for prizes.
As long as you collect six bottle caps, you can have another bottle and have a chance to draw a prize. In the meantime, you have to record it.
Seven. Site layout
(1) Personnel arrangement
1. Please invite 5 staff members at the point of sale (same arrangement for 3 days).
2. One person is responsible for the lottery and bottle cap change.
3. One person is responsible for exchanging prizes and recording information.
4. One person is responsible for free tasting.
5. Two people are responsible for sales.
(2) Site layout
1. Put three tables and some brochures at the point of sale.
2. Write a theme banner and an X-frame introducing the products at the point of sale.
3. A table for free tasting.
VIII. Media Plan
30-3 1: find a person in charge in several dormitories of the school and ask them to distribute leaflets to each dormitory, with about 500 copies each.
Distribute 500 leaflets near teachers' apartments and employees' apartments.
1-3: 1. The staff are uniformly wearing "xx tea drinks" work clothes.
2. Distribute leaflets at the point of sale.
3. Hang banners and other promotional materials at the point of sale.
4. Ask the staff to shout uniform propaganda slogans.
Nine. Promotion budget
Site cost: about 1000 yuan; Transportation cost: around 200 yuan.
Personnel cost: about 1000 yuan; Flyer fee: about 1000 yuan.
Material cost: about 1 1,000 yuan. Water and food costs: around 200 yuan.
Total: 4,400 yuan
X. Promotion effect prediction
The soft drink industry in China has developed rapidly in recent years, but the market structure of soft drinks has changed obviously in recent years. Carbonated drinks, once highly regarded, gradually "cooled down", while sugar-free drinks, represented by tea drinks, rose rapidly and became the main force in the new beverage market. Known as a "new generation beverage" internationally, it is considered to be in line with the pursuit of modern people advocating nature and green consumption.
There are about 40 tea beverage manufacturers in China, including 5 large and medium-sized enterprises/kloc-0, with more than 100 listed brands and nearly 50 product categories. At the same time, the development speed of China tea beverage consumption market is even more alarming, with an annual growth rate of almost 30%, accounting for 20% of China's beverage consumption market share, surpassing fruit juice drinks, ranking among the "hundred flowers blossom" in the beverage market, and it is likely to catch up with carbonated drinks. In China, Taiwan Province Province and Japan, tea drinks have surpassed carbonated drinks to become the largest beverage in the market. With the emergence of tea drinks and the prosperity of the market, the tea industry in China will have a brighter future. The beverage market in 2 1 century will be the century of tea, and tea drinks will become the "king of drinks". As the leader of tea drinks, the sales prospect of XX is self-evident.
We have reason to believe that xx's position among students will be further improved through this promotion. This campus sales activity is bound to achieve good results. Students will also prefer tea drinks, especially xx tea drinks, and will be more satisfied with xx's marketing strategy.
I believe that through our careful arrangement, this activity will definitely set off a "xx tea" craze on campus. It will also have a great and good influence on establishing the "xx" brand.