Model essay on product marketing planning scheme

Marketing means that enterprises discover or tap the needs of prospective consumers, and promote and sell products from the creation of overall atmosphere and their own product forms. The following is a sample product marketing plan, please refer to it.

Model product marketing plan 1

I. Activity time

Xx month xx day? Xx month xx day

Second, the content of promotional activities

According to their own promotion cost control, supermarkets choose one or more schemes in the following activities for reference.

Activity 1: Buy six and get one free on June 1 day.

Choose a batch of goods in the supermarket to buy six and get one free, such as yogurt, fruit milk, drinks, jelly, fruit and other commodities, and implement the promotion activities of buy six and get one free. Since the promotion cost is 1/7, that is, the profit is 14%, this activity needs the support of manufacturers.

Activity 2: Welcome special products on June 1st.

School supplies, stationery, children's food, drinks and dairy products are all sold at preferential prices;

Activity 3: Send children's kettles over 200.

When a single receipt reaches 200 yuan, a beautiful children's cup with a lid in 5 yuan will be presented with the shopping receipt; Mainly considering the coming of summer, it is convenient for children to bring water cups to school, so the kettle is required to be both beautiful and valuable.

Third, public relations activities.

Activity 1: Strive to be a small calligrapher.

Calligraphy competition (including pens and brushes), children will mail or send calligraphy works of supermarket names (such as Youyou Supermarket and Cikelong) to this supermarket. The deadline is xx (subject to the local postmark), and they will be displayed in the supermarket. All the children participating in the activity will get a small gift. 65438+ 0 first prize, 3 second prize, 5 third prize and several excellent prizes.

Activity 2, Gobang Competition

During Children's Day (xx-xx), a gobang competition was held at the entrance of the supermarket. Participants have small gifts and winners have prizes.

Fourth, matters needing attention

1. In order to show the supermarket's support for Children's Day, it is necessary to select several brands that children like to cut prices and attract popularity.

2. After delivering the kettle, be sure to mark it on the receipt; The kettle in this activity can be combined with the manufacturer, and the manufacturer will provide part of the activity funds;

3. The number of participants in public relations activities is 0? /kloc-For children aged 0/4, the author's file information, such as age, gender, name, etc., must be indicated in the first activity. The words written can be designated as the name of your supermarket or related to Children's Day on June 1st, and can also be freely determined.

Model essay on product marketing planning II

I. Introduction to the Project:

Phoenix City Project is located in the southeast of Zhengzhou real estate market, south of Zhengbian Road. Three roads, namely Fenghuang East Road, Fengtai Road (under construction) and Qingnian Road, separate the community from the surrounding small commodity world and famous building materials market.

Phoenix's existing property forms are composed of townhouses, ordinary existing houses and small apartments under construction. The market positioning of the first-phase townhouse is wrong, and there are sales obstacles. In the first phase, there were six multi-storey buildings, No.5, No.7, No.9,1,13 and 15, which learned from the lessons of the villa and entered the market at ultra-low prices and were successfully realized.

At present, there are still 37 existing houses and quasi-existing houses in the first phase of multi-storey buildings, with sales of 8.5 million yuan. Among them, there are 23 sets of three bedrooms and two halls159.7m2, mainly on the fifth and sixth floors; 7 sets of three bedrooms and two halls127m2; The sales amount of these two rooms accounts for 90.4% of the balance of the first phase.

The total sales amount of small-sized houses in the second phase is estimated to be 28 million yuan, and the street shops170,000 yuan, totaling 45 million yuan. The pre-sale permit is expected to be issued at the end of May, XX.

It can be seen that at present, the saleable resources in Phoenix are composed of three different properties: small huxing with faster delivery, large huxing with existing houses and shops. Among them, the second-phase small apartment accounts for 52% of the total saleable volume, the first-phase large apartment accounts for 16%, and the second-phase street shops account for 32%. How to solve the obstacle of too scattered marketable resources is one of the main challenges we face.

Second, the market overview and basic competition pattern:

A. Southeast Plate and Zhengbian Road Business Circle.

The southeast plate of Zhengzhou real estate market is mainly composed of three parts: along Zhengbian Road, along the southern section of Dongming Road, along Hanghai East Road and along National Highway 107.

Zhengbian Road is mainly composed of middle and high-grade buildings such as Jianye, Xie Ying, Lily Garden and Oriental Pearl. Under the support of Zhengbian Road business circle, it has become an obvious noble residential area. Phoenix is located in this area. Almost separated from the British Association and Jianye. However, in the process of trading, Phoenix did not distinguish the brands of business environment and living environment, and used them. Only by intervening in the competition with the brand connotation of low price, it not only failed to gain the natural location price advantage, but also created brand obstacles for the second and third phases.

At present, the competition along the southern section of Dongming Road is very fierce, mainly composed of buildings such as Dongming Garden and Jiayi Garden.

Navigation East Road and 107 National Road are the highlights of the property market since XX, and there are a number of medium-priced large-scale real estate projects such as Baojing, Golden Harbor, Sydney Sunshine and Yanguiyuan. Among them, Yanguiyuan is a well-defined competitive property with small apartment in Phoenix Phase II, and almost all other properties have obvious competitive relationship with existing houses in Phoenix Phase I 159 and 127 square meters. (See Annex 1: Zhengzhou Bypass Market Research Report for details).

B. Overview of small apartment market.

Since the Fashion Party intervened in Zhengzhou property market at the end of XX, this property form of small apartment has developed rapidly. Especially at the beginning of XX, easy-go hit the market with sales exceeding 1.900 sets, forming a "market black hole" for small-sized apartments, completely breaking the competitive pattern of the market and realizing the transformation of small-sized apartments from oversupply to oversupply. In April this year, the sales of small-sized houses fell sharply for the first time.

Yanguiyuan, located in the east section of Freight Station Street, was developed by Huangsheng Real Estate Company. The first phase of development has been successfully realized, and the first batch of demanders in the small apartment market have been harvested under the condition of little competition. Now the second phase of Yangui is in the subscription stage. Yan Guiyuan intervened in the small apartment market in advance, and realized that the main markets for small apartments are two-bedroom apartments of 60-80 square meters and three-bedroom and two-bedroom apartments of 100 square meters. This is completely consistent with our market survey results. This is the type of apartment developed in Yangui Phase II (75 square meters for two bedrooms and two halls, and 95 square meters for three bedrooms and two halls). It can be said that we have no advantage compared with Yan Guiyuan's apartment.

C. store market

Shops are a special form of property, and the price of shops is determined by the rent that shops can bring to landlords. At present, the retail market in Zhengzhou is still in its infancy. Phoenix Phase II Store is located at the southern end of commodity world and famous building materials market. The commercial value of the soon-to-be-built hypermarket will determine the price of the second-phase shops. People's commercial recognition of hypermarkets will also affect the prices of the second-phase shops.

The competition with the second phase shops is mainly the street shops of Jianye Xintiandi and some shops that have not been sold by the British Association.

Third, the swot analysis of the project

1) advantages

1) The natural location advantage of Zhengbian Road Business Circle lies in that it is a club of wealth and a manufacturing factory of rich people. Millionaires abound here, and a new generation of demand is generated every year. Continuous demand is the most powerful support for our real estate.

The market segmentation is as follows:

A. The high-end market is satisfied with high-end properties such as British Association and Jianye. Most of these customers are buying their homes for the second or third time, which is the ultimate consumption. They will not buy their homes again within 10 years.

B. The mid-range market is satisfied by mid-range properties such as Oriental Pearl, Lily Garden and Hongjing Jiayuan, which is a combination of excessive consumption and extreme consumption.

C. composite market. The first phase of Phoenix is a mass real estate, which belongs to the middle and low-grade real estate in terms of price. The target group of Fenghuang Phase II small-sized apartment project is expected to have complex owner identity and different home ownership psychology, so it is not allowed to stick to a single main line in the promotion process.

Young people in this area are mostly blue-collar workers with low incomes, and their effective demand is insufficient. If the sales of the second phase of Phoenix attract young fashionistas as blindly as the young people who live in Yi, our real estate sales may face a more severe situation.

Model essay on product marketing planning 3

1. Organizer: Hunan Yulu Trading Co., Ltd.

Organizer: Central South University Marketing Association

Media Support: Student City Network

Two. Activity time: April1May-May 9.

Third, the significance of the activity

1. Create more opportunities for Hunan college students to combine theory with practice, so that more Hunan students can challenge themselves, market themselves and improve themselves through speeches, sales and teamwork in this marketing competition;

2. There are many participating institutions, which can expand the influence of various associations in Changsha and establish their own brand activities. Show the strength of the association and establish a good image of the association in the hearts of various businesses.

3. Strengthen the contact between major university associations and establish a communication platform for our marketing associations.

4. Let people know the brand of "Chao Mou Si", display the image of "Chao Mou Si" and expand the influence and popularity of "Chao Mou Si";

5. Build a bridge between college students and "Chaomusi" enterprises, create new employment opportunities for fresh college students, and select and reserve talents for enterprises.

Fourth, the competition process planning

The marketing contest lasts from April 15 to May 9, and is divided into four stages: registration and publicity, preliminary contest, rematch and final.

1, registration and publicity

U time: April1may-April 22nd.

U location: on-site registration points in major competition areas.

U person in charge: members of various business divisions.

U requirements:

1) fill in the registration form

2) Upload team photos and basic information on the campus activity website 172.

2. preliminaries

◆ Time: April 13 to April 19.

◆ Location: Universities in each competition area.

◆ Participants: All participating teams.

◆ Person in charge: members of various business divisions.

◆ Competition mode:

1. Learn about "ChaoMu Si". According to the relevant information collected by each team, they described their understanding of "Chao Mousse". The competition mode and rules of this link are formulated by each division, and the form of expression is free.

2. Marketing actual combat. Teams will sell the products provided by the Games for two days, and the members of each division will be responsible for overall management and score according to the sales volume.

3. rematch

◆ Time: April 20th to April 26th.

◆ Location: downtown Changsha

◆ Participating teams: the top five teams in each division.

◆ Person in charge: Competition Committee

◆ Competition mode:

(1), promote "mousse". With the theme of "Chaomousi" brand promotion, the promotion team made it into PPT form and submitted it to the competition organizing committee. Then the competition committee will make a choice.

2. Challenge "Chao Mousse". The promotion team promoted and sold the "Chaomousse" products provided by the Games in Changsha within two days (April 25th and 26th).

4. Finals:

◆ Time: May 9th.

◆ Location: Democratic Building, Central South University

◆ Participants: before the rematch 15, all the leaders of the contest and representatives of Hunan Yulu Trading Co., Ltd.

◆ Competition mode:

In the finals and awards evening, the top 15 players from the semi-finals pulled live tickets in the form of team performances, and then awarded the third place in the championship and various awards according to the total score.

Five, the game scoring rules

Preliminary competition: the top five are judged by the total scores of ① and ②.

① Links account for 30% of the total preliminary results; ② Link 70% (both links are 100).

What is the total score of the preliminary round (① link score)? 30%+② Total sales/maximum sales of each team link? 70%

The top five in each division are promoted.

Rematch: ① Link (PPT creativity score *20%)+② Link (total sales of each team+maximum sales? 100 points *30%)+ online voting score *20%+ SMS voting score *30%

Before the total score 15 promotion.

Final: audience voting score *30%+ SMS voting score *50%+ online voting score *20%

The top three in the total score are champions.

Specific scoring criteria:

A.PPT creativity scoring The organizing committee of the competition will comprehensively score the content, expression and creativity of PPT according to the standard of full mark 100.

B The score of online voting is converted according to the standard of full mark 100, and the denominator is the number of votes of the first team in online voting. The first number of votes in the network 100 points.

Online voting score of the participating teams = online voting of the participating teams/online voting of the first team? 100 integral.

For example, the first place won 10000 votes, and the second place won 8000 votes. Their scores are as follows:

First place: 10000/ 10000? 100 integral = 100 integral

Second place: 8000/ 10000? 100 integral =80 integral

And so on.

C. The SMS voting score is converted according to the standard of full score 100, and the number of votes of the team with the first SMS votes is the denominator. The first vote of SMS 100.

Team SMS voting score = Team SMS voting/Team 1 SMS voting? 100 integral.

For example, the first place won 10000 votes, and the second place won 8000 votes. Their scores are as follows:

First place: 10000/ 10000? 100 integral = 100 integral

Second place: 8000/ 10000? 100 integral =80 integral

Sixth, award setting.

(a) the final prize:

1) Champion Team 1 (Bonus 3,000 yuan+"Chaomousi" Senior Letter of Appointment)

Runner-up Team 1 (Bonus 1500 yuan+"Chaomousi" Intermediate Letter of Appointment)

Third runner-up team: 1 (bonus: 1000 yuan+letter of intent for working contract with "Chao Mousse")

The employment letter of "Chaomousi" can go directly to "Chaomousi" Hunan Yulu Trading Co., Ltd. for training and appointment without interview or examination.

The finalists can get the training practice opportunities of the company, and those with excellent performance can also directly join the "Chaomousi" Hunan Yulu Trading Co., Ltd.

2) preliminaries: 50% of the sales profits of all participating teams will be returned to the sales team.

3) All finalists in the semi-finals: In the "Chaomousi" challenge, 50% of the profits of all promoted products go to the participating teams.

(2) Organizing awards

1) 2 best organizations, and the bonus (generated by each competition member) is 500 yuan.

Two outstanding contributors, 500 yuan (from the competition committee).

2) All members of the Competition Committee have the opportunity to go directly to "Chaomousi" Hunan Yulu Trading Co., Ltd for training.

Seven. Event management:

1) each major campus of the competition is set as the competition area, and the general responsible Committee of the competition is set up, which is referred to as the competition. The Competition Committee is led by a person in charge of "Chao Musi", composed of leading cadres of the marketing association and several persons in charge of the competition area association, and the Competition Committee is fully responsible for the whole competition.

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