Overview of product marketing planning scheme

Overview of product marketing planning scheme

In order to ensure the orderly progress of work or things, it is often necessary to prepare a plan in advance, which is the most complicated one in the plan. What problems should we pay attention to when making a plan? The following is the outline of product marketing planning scheme I collected for you for your reference, hoping to help friends in need.

Outline of product marketing plan 1 1. Purpose of the activity:

Make full use of the opportunity of the 11th National Day, integrate resources, carry out a long-term promotion activity in a planned and strategic way, better convey the management concept of xx furniture, enhance the brand image of enterprises, stimulate product sales, and realize the synchronous promotion of brand image and product sales.

Second, the theme of the event:

Activity theme: 5600 yuan suit, combined furniture, one yuan spike.

Campaign slogan: 1 1 Buy furniture for xx.

Third, the activity ideas

Make full use of Mid-Autumn Festival and National Day, directly benefit consumers, increase product sales and expand xx's brand influence through promotional methods such as one-yuan spike and special package furniture.

Fourth, the activity time:

September 20xx/10 —20xx—June 20xx 5438+00.

Verb (short for verb) Location:

Zhengbianlu Fenghuang xx Home Furnishing Supermarket

Activity of intransitive verbs:

1, xx yuan "seconds kill" is more exciting!

2, xx booking suite furniture is a surprise!

3, xx suite furniture is more valuable!

Activity1"xx dollars" spike "more exciting" implementation details

Activity overview:

One-dollar spike is a new way to promote consumption with the prosperity of the network. Due to the network environment, this form is considered to lack credibility, and the one-dollar spike is criticized by netizens. There is also a problem of honesty when transplanting one-dollar spike into actual commercial sales. It is based on this situation that the creation proposal of Central is linked with the media to enhance the credibility of the event, and it will get twice the result with half the effort by spreading activities and organizing personnel through the resources of the media.

Activity time:

20xx 10 1, 3 and 5, morning 10: 00, afternoon 17: 00.

Active commodities:

Suite furniture worth 5600 yuan, with 30 sets of whole suite furniture.

Participate in customer qualification:

Customers who hold a one-yuan "second kill" card for xx suite furniture in XX home supermarket.

How to get the qualification to participate in activities:

1 period, September 10-1October 510, go to xx furniture supermarket to subscribe for the second kill coupon;

2. 65438+1October1-65438+20081October 5, subscribed at the claim office of the phoenix one-dollar spike coupon;

During the period of 3.9 10-10.510, call the issue hotline of xx Evening News 67xxxxxx or contact the publisher of xx Evening News to apply for a one-yuan spike coupon;

During April and September 10-1October 510, you can get a one-yuan "second kill" coupon when you book xx suite furniture.

Activity promotion:

1, ground promotion: During June1-1October 5 10, a one-yuan second-kill coupon sales department with no less than 10 will be arranged around Phoenix for promotion;

2, home page promotion: xx Evening News distribution team, daily home page direct promotion;

3. Community promotion: xx designated community is promoted by the target customers of xx Evening News Publishing House;

4. infield promotion: During September 10-September 510, at least five one-yuan spike card sales points will be arranged in the fourth floor of Phoenix South Building and xx Store for promotion;

5, media promotion: xx newspaper, dm, big screen promotion activities.

Choose to cooperate with the media:

The customer base of xx is mainly xx consumers. If you want to promote the activity well, you must first influence the people in xx. To influence the people of xx, we must choose the media that can influence the people of xx. Xx Evening News is mainly distributed in xx city and surrounding cities and counties. It has been running for more than 60 years and has a good reputation in the minds of xx people. It has a wide distribution coverage in xx city, and the party newspaper subscribes. Readers account for more than the middle-level leaders of the organization, which is consistent with the xx customer base. It is more appropriate to choose to cooperate with xx Evening News.

Forms of media cooperation:

1, in the form of "xx Evening News, XX Suite Furniture, One Dollar Spike Group" to recruit members for large-scale customer gathering;

2. Collect target customers in the form of "ordering xx suite furniture to send xx evening paper and xx mobile phone newspaper".

3. Promote activities in the form of "xx Evening News Furniture Meeting the West" to convey the contents of the activities.

Customer organization:

1, xx Evening News, XX Suite, combined with the recruitment form of members of the furniture one-dollar spike group, to convene large-scale customers;

2. xx customer information base, which organizes mass short messages for customers to inform the activities;

3, xx building materials home customer information base, organize mass SMS to inform customers;

4. During the activity, go to xx store to consult customers with purchasing intention and organize scattered guests.

Outline of product marketing planning scheme 2 I. Activity time:

September 8, 20xx—September 20xx 10

Second, the venue:

Ultrasonic Communication City (Zijin Branch and Jessie Branch)

Third, the purpose of the activity:

In order to improve the store's image and brand, as well as visibility, increase sales. Because of the fierce competition in the mobile phone industry, all mobile phone companies must increase sales. Therefore, this promotion can take "9. 10" Teacher's Day as the theme and "9. 10" as the planning origin, and make corresponding promotion plans.

Fourth, the preparatory work:

1. The store should prepare promotion models of various brands, styles and functions;

2. Learn in detail whether the manufacturers have promotional activities, and let the models promoted by the manufacturers be the highlights, which can effectively reduce costs;

3. Sales personnel training, which includes special training for targeted vehicles to increase sales during the event;

4. Advertising media: leaflets (A4), storefront outreach edition (size to be determined) and newspaper media (to be determined);

Verb (short for verb) activity:

1, invest considerable money to buy gifts to attract potential consumers passing by;

2. Seek high-level hosts from the society, and mobilize passers-by to participate in activities when roadshows are not popular;

3. Prepare some simple questions and games about teachers, so that consumers can see the hope of winning the prize, thus mobilizing the enthusiasm of customers;

4. According to consumers' psychology and habits, design a simple and fun game: invite customers who are interested in participating in the activity to write a short message contest and write "Teacher, you have worked hard." Send to the specified number. The writer with the shortest time wins and sets up awards;

5. From September 8th to September 10, an original short message contest was held in Shangdang Evening News, and the first, second and third prizes and finalists with the theme of "Teacher's Day" were selected; (TBD)

6. Hold an in-store purchase lottery: you can participate in the lottery by purchasing 1.500 yuan or above (including 1.500 yuan);

7. Launch group buying models: Nokia, Samsung, Sony Ericsson, Lenovo, etc. (model to be determined), the group purchase conditions need more than ten people;

Activity process of intransitive verbs:

On the morning of September 9:

1, starting at 9: 30, firing guns, playing music, and the general manager delivering a speech;

2.9: 40 The host made an opening speech, announcing the start of the activity, and the etiquette company arranged to appear in the program.

3. 10: 10, the model will show the promotional models of this event;

4. 10: 25, the etiquette company arranged to appear in the program;

5. 10: 45, start the on-site knowledge quiz and give prizes;

6. 10: 00, the etiquette company will appear on the program;

7. 1 1: 30 The host will inform the audience of the opening time and activities in the afternoon;

On the afternoon of September 9:

From 1 and 15: 00, the company will appear in the program;

2. 15: 30 to start the live SMS contest and distribute prizes. Winners will be selected and prizes will be awarded.

3. 15: 40, the company will appear in the program;

4. The subscription lottery will be started at 16: 00;

5. 16: 20 The company will appear on the program;

6. The activity ended at 17: 30.

Seven. On-site activity arrangement:

1, venue arrangement: set up a stage in front of the mobile phone store, provided that it does not affect the access to the store.

2. Personnel arrangement: only four people are arranged in each store, and two people in each class distribute leaflets, and guide customers to buy machines in the store, requiring strong conversation and expression skills; Have 1 field controller to ensure good communication with etiquette company; There is 1 gift keeper, and the winners are designated to distribute prizes as required; There is 1 traffic guidance to ensure the smooth passage in front of the store.

3. Determination of prizes: to be determined

4. Budget: omitted

Eight, the event is divided into three parts to control beforehand and afterwards, and each part should be considered:

1. Before the activity, personnel recruitment and simple training, agreement on promotion venue, communication and coordination with other departments, budget application for funds, venue safety issues, duration and time point.

2. During the activity, ensure the active atmosphere of the venue and the sales cooperation of the store.

3. Evaluate the activity afterwards, analyze the profit and loss of the activity, and analyze the intangible income. If the promotion effect is obvious, it can be promoted again with the help of later holidays (such as August 15, National Day, etc.). ).

Note: the activity flow of this activity needs to be communicated with the etiquette company to determine its specific time.

Outline of product marketing planning scheme 3 1. Activity name: welcome the new year, send it crazy on the first day of the new year.

Two. Activity time: 65438+February 3 1 (Saturday)-65438+1October 23 (Sunday)

Three. Activity description:

1, market overview and analysis

65438+ 10 3 New Year's Day coincides with the weekend. Traditionally, it is bound to trigger a new wave of shopping frenzy, and during this period, shopping malls and large manufacturers will seize this opportunity and launch strong promotions in order to seize more market share.

In terms of competitors, xx has become increasingly mature, and xx is in its infancy. It will certainly carry out hot cases such as "one-dollar auction", "coming to send, drawing and sending" during New Year's Day;

2. Overview of marketing strategy:

The formula is completed by three plans:

A, if you are crazy, give it: 65438+ 1 * * There is a free gift of 1500 on the same day.

B. When members come to the store:

(1), 65438+1October1-65438+1October 15, and receive a beautiful gift with the membership card.

② 20xx65438+1 October1Sunday-65438+1October 8 (Sunday), 65438+1October14-65438+/

C. Send gifts when members are full: members send gifts by category when shopping. Gifts include folding bicycles, digital products, small color TVs, etc.

D. Draw the extreme balloon when it is full: The lucky draw gifts include 34-inch LCD TV, thermos, washing machine, digital camera, exquisite gifts and other activities. With strong product discounts and intensive dm publicity, it will occupy the New Year's Day consumer groups on Xinhua Road and is expected to attract 25,000 people.

Four. Activities:

(1) mass activities:

1, welcome the new madness.

Activity time: 20xx 65438+1 October1.

Venue: Outer Square

Purpose of the activity: long queues, enhancing the popularity of the day and buying gas.

Activity content: 20xx65438+1 October1,prepare a large number of gifts in advance, including gloves, cosmetic mirrors, small hair dryers, headphones, mugs and other gifts. *** 1500 Gifts are delivered.

Activity budget:

Production: 300 yuan

Gift fee: glove 4 yuan/pay x400 =400 yuan.

Hot water bottle 10 yuan/RMB x400 = 1000.

Cosmetic mirror 2 yuan /x400 =200 yuan.

Cup group 5 yuan /x300 =500 yuan.

2. Live performing arts activities

Activity mode: 20xx65438+1 October1Sunday, at 2: 00-3: 00 pm, extreme sports awards will be held in the square, and BMX riders will be invited to perform live. And invited the band to accompany them live.

Cost calculation: band: 1200 yuan.

BMX driver: 200 yuan/person x6 person = 1200 yuan.

Subtotal: 2,400 yuan

Archive:

30-second express basketball game

Activity mode: Express Basketball Challenge will be held at the main entrance square on the first floor from 2: 00 pm to 3: 30 pm on1October 65438+20xx. In 30 seconds, the player stands on the 2-point line and shoots directionally. 10 customers are a group. Take the customer with the most boxes as the champion. The champion can get a three-piece set worth 20 yuan Winter.

Budget:

Rental frame 300 yuan/day

Buy 5 basketballs at x60 yuan/basketball =300 yuan.

Subtotal: 600 yuan

(2), buy gas activities

1, very friendly gift, full when shopping.

Activity mode: On the day of 20xx 65438+ 10/day, all members who come to our store to buy the goods in the museum will get a heart-warming gift with their membership cards and coupons. The day is limited to 50 people, first come, first served.

If you buy a bed 1000 yuan or more, you can get a folding bike, ***20 cars are x400 yuan/car =8000 yuan.

Buy computer products and get a laptop stereo set, ***20 sets of x200 yuan =4000 yuan.

You can get a hand warmer if you buy a mobile phone product, ***50 pieces x 15 yuan/piece =750 yuan.

You can get a small hair dryer when you buy clothing products, *** 100 =800 yuan.

Subtotal: 13550 yuan

2, heartbeat limit, balloon lottery

Activity mode: customers can participate in the lucky draw on the day of 20xx 65438+ 10/month. There are two lottery points in the activity area, and 100 helium balloons are hung above each lottery point, and each balloon has a prize name. When the customer arrives at the activity area, the staff will issue the lottery card to the customer after checking the bill is correct. The customer takes the lottery card to the balloon lottery in front of the door to select the balloon string to be drawn. The upper part of the balloon rope is fixed so that the customer can't pull it. After the customer chooses the balloon rope, the staff will untie the balloon rope and check the product name on the balloon. Customers can get prizes. The staff then put the balloon back into the balloon group. Each customer can participate in the lucky draw with the shopping invoice and quality assurance card. Each customer is limited to one cigarette. Lottery process:-> get a lottery card in the activity area-> participate in the lottery at the activity site.

Only 100 customers on this day.

Prizes and expenses budget:

1, 24-inch LCD TV 5000 yuan/set x2 = 10000 yuan.

25,000 pixel digital camera 1500 yuan/set x2 =3000 yuan.

3.mp38 300 yuan /x8 = 2400 yuan.

4, hand warmers 20 yuan /x40 =800 yuan

5, exquisite gifts 146 5 yuan x 146 =730 yuan.

Subtotal: 16930 yuan

(iii) Membership activities

Vip Major Customer Marketing Activities

First, vip New Year Thanksgiving Gift

Objective: To improve the use value of vip. Use vip and surrounding shopping malls to form differentiated marketing.

Activity mode: 20xx 65438+ 10/(Sunday)-June 65438+1 October 22nd, various special products will be launched in the museum. Vip customers can only use vip cards to buy goods. Each card is limited to one.

65438+1October1-65438+1October 8 launched clothing products, with an average of 0/00 pieces per day.

65438+1October14-65438+1October 22nd, special shoes were launched, with 0/00 pairs per day.

B, card friends come to the store during the Spring Festival.

Activity mode: during the period of 20xx65438+1 October1day (Sunday)-65438+1October 22nd (Sunday), card friends can get a beautiful gift from the member center.

Product Marketing Plan Outline 4 Mid-Autumn Festival is a traditional festival in China and one of the major festivals in China. As a food culture of Mid-Autumn Festival, moon cakes have been deeply rooted in people's hearts, and eating moon cakes in Mid-Autumn Festival is also a household name. The full moon symbolizes the reunion of people, and the full moon of moon cakes symbolizes people's eternal life. Moon cakes are used to pin the feelings of missing relatives in their hometown. Mid-Autumn Festival has become an effective tool for ordinary people to convey affection, friendship, goodwill and business feelings. Mooncakes have become gifts for relatives and friends, and also become a bridge to connect feelings. On the occasion of the festive season, taking advantage of the east wind of Mid-Autumn Festival, we will set off the climax of moon cake sales this autumn, so as to better realize the plan of moon cake sales this year. The specific scheme is as follows:

First, the market environment analysis:

1, market demand:

According to the report released by China Business Federation in Beijing on September 14 this year, the average increase in the sales price of moon cakes this year is about 10% due to the rising prices of raw materials. Among them, the middle and low-grade moon cakes with sales price below 200 yuan/box account for the mainstream, accounting for more than 80% of the overall moon cake market. The report shows that since the beginning of this year, China's moon cake market has generally operated smoothly, and the buyer's characteristics are still outstanding. It is estimated that the output of moon cakes is about 250,000 tons, and the sales amount is about 654.38+0.4 billion yuan. The overall market demand has not increased much.

2. Influence and constraints

First, the production cost has risen: this year, due to various reasons, the raw and auxiliary materials related to moon cake production have generally increased, resulting in higher costs than in previous years.

Secondly, the brand competition is fierce: according to the statistics of China Mooncake Network, the famous mooncake brands are Christine, Haagen-Dazs, Yuanzu, Kesongfang, Kyle Polo, Xinghualou, Shantley, Yizhiduo, Bread Newspeak, 85-degree C Mooncake, Starbucks, DQ Ice Cream, Xinya, Laiyifen, Kutokuhayashi, Dove, Xinqiao, Gangronghua and Honghong.

Thirdly, the forms of sales are diversified, including cross-regional sales, large-scale shopping malls and supermarkets, restaurant and hotel sales, agency sales, e-commerce and express sales, group purchase and so on. Fourth, the macro policy is strict: in recent years, some food safety accidents have occurred frequently, and the relevant state departments have made some strict regulations on the production and packaging of moon cakes.

Second, product analysis:

1. Mooncakes are seasonal products, and the sales period does not exceed one month. The real sales peak is about ten days before the Mid-Autumn Festival.

2, the use of moon cakes generally has these aspects, consumers eat, give gifts, enterprises and institutions as welfare.

3. There are many brands and classifications of products, which can be described as 369.

Third, consumer analysis:

Due to the influence of the traditional culture of eating moon cakes in Mid-Autumn Festival, moon cakes are almost a commodity suitable for all ages, regardless of age, income, identity, status and region. However, different consumers have different purchase purposes and quantities, so different sales strategies should be formulated for different levels of consumers.

Fourth, the price strategy:

The pricing of moon cakes must be differentiated according to different purchasing purposes and consumers with different income levels. We can divide products into different levels, such as high-end, mainly for high-consumption people or gift-giving families; Mid-range, mainly for middle-class consumers; Low-end, mainly general consumer groups and ordinary consumers, these groups basically eat by themselves.

Verb (abbreviation for verb) Sales channel:

General commodities are divided into wholesale and retail. Moon cakes are no exception. For wholesale, we insist that each city has only one wholesaler or this is an agent. Retail is mainly specialty stores, shopping malls and supermarkets in major cities.

Six, the current problems in the moon cake market:

In recent years, due to the malicious speculation of some merchants, sky-high moon cakes frequently appear in the market; Due to the prevalence of gift-giving, merchants seize the psychology of consumers and make a big fuss about the packaging of moon cakes. The gorgeous and artistic packaging of moon cakes is favored by the givers. For such people, moon cakes should have completely lost their original cultural connotation and the essence of pinning their thoughts. For the general public, they can only "look at the moon and sigh". The quality of mooncake products suitable for them is not well guaranteed, and many consumers complain.

Seven, the solution to the problem:

Make great efforts to render traditional culture and integrate moon cake sales with corporate culture.

1, return to nature, and reshape the cultural image of moon cakes with acacia and yearning.

2. Closely follow the theme of environmental protection, guide green consumption, and benefit consumers with the most economical packaging.

3, personalized (mainly refers to the online sales platform), hierarchical sales.

4. Strictly implement the safety regulations of the relevant state units on moon cakes.

Eight. Risk control and cost budget:

1, aiming at all kinds of risks that may exist in the process of market analysis and planning, and all kinds of problems that appear in the actual production and sales process, make timely corrections to minimize the risks.

2, the financial department should do a good job in cost budgeting, including advertising, planning, public relations, sales and other aspects of cost accounting.

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