Take a product as an example to explain how to plan a marketing plan.

I. Market Review:

Since 2002, international leather shoes brands have entered the mainland, and domestic leather shoes brands have shown strong market competitiveness. In the second half of 2003, XXXX opened N stores in a short time in Northeast China, which made great achievements and amazed the industry!

With the increasingly fierce commercial competition, the footwear market has entered the era of shuffling, which is embodied as follows:

■ Commercial melee makes mass consumption mainstream, and more women pay close attention to discount promotions;

■ The homogenization of women's shoes products is becoming more and more serious, and the sales channels are becoming more and more modular. All women's shoes brands are facing strong market pressure;

■ Women pay more attention to style and price, and the choice of brand is no longer an important factor, but the promotion tactics of high-end brands are still the most lethal;

■ In the face of chain stores and dual-channel stores, the sales growth is not ideal, especially the phenomenon that the profits of secondary cities are greater than those of first-class cities, and the cost factor is prominent.

Second, brand development suggestions:

Through the summary of 2003 and the current market situation, we can see that it still needs to be improved and perfected, so that brands can quickly occupy the market. Its recommendations are as follows:

■ Haste makes waste, slowing down scale expansion. In some small and medium-sized cities, products can enter large shopping malls without opening specialty stores;

■ Facing the market pressure, the newly rising XXX must implement the brand breakthrough strategy, carry out a series of public relations activities and make greater promotion efforts;

■ Efforts should be made to improve stores in the early stage. In the second half of the year, we must carry out publicity activities, strengthen brand promotion for the target population, and form a high brand awareness;

■ Personalized brand promotion, seeking the differentiated survival of women's shoes, transforming all series of women's shoes into the design theme of "charm needs to be reasonable" and strengthening the pursuit elements of designers.

■ Promote product sales, not with price reduction as the leading factor, but only for members, and make a commitment to protect brand value;

■ Strictly control product quality, continuously improve product strength, and strengthen the brand impression of XXX women's shoes by target consumers.

■ Launching the 04 edition of the Spring/Summer Series Perfect Matching Manual, highlighting the new style and new image, and strengthening the international brand. O

■ "One-on-one" marketing started and XXX Fashion Club was established. Promote brand promotion and vigorously develop VIP members;

Make VIP periodical of "XXX Charm Salon", convey the company's concept, interpret the quality, add new product introduction, popular weather vane and other contents, and mail them directly to customers.

■ Publish product information for members by using the group sending function of handwritten short messages.

■ Reduce the VIP threshold, develop VIP on a large scale, expand the membership scale, and promote word-of-mouth communication and sales network;

■ Carry out the "XXX" accumulation system, and you can get different shopping gifts when shopping accumulates to various grades.

Third, the publicity strategy:

In XX, we must consolidate the "base areas" in Northeast China, focus on the Liaoshen Campaign (centered on Shenyang), and concentrate superior forces. The brand successfully occupied Shenyang (a first-class provincial capital city)-after the main base gained a foothold, it promoted the successful experience to the whole country.

The main promotion media in Shenyang base area choose free direct-mail magazines, outdoor advertisements and public transport POP, as follows:

■ Magazine: "XX" magazine-Shenyang directed direct investment;

XXXX magazine guides direct investment in Shenyang and Harbin;

■ Bus POP: Choose the POP in the bus in the business district to advertise: 207 via Tiebai, Taiyuan Street, Ai Wu and Zhongjie; 246 via Taiyuan Street and Ai Wu;

237 via Tiebai, Taiyuan Street and Ai Wu;

2 15 via northbound and middle street.

POP cooperates with each bus all year round, and each line 10 sets, each set of N POPs.

■ Outdoor advertising: Choose advertisements from newsstands in various business districts, including: northbound, Tiebaisi Station, Zhongjie Station and Taiyuan Station N, for a period of six months.

■ XX perfect spring and summer collocation manual: launch XX spring and summer collocation manual to highlight the new image. Recruit domestic and foreign models, appear in the mirror at the same time, maintain high taste, start shooting after the Spring Festival, and launch in due course.

■ Launch alliance cards with local beauty salons, famous coffee shops and women's brand stores in various cities, so that alliance units can enjoy preferential treatment and expand the universality of alliance members.

Note: Consider Harbin, the provincial capital, and put outdoor advertisements appropriately.

Fourth, public relations/promotion strategy:

■ Short-term strategy: (February-March 2004)

Based on VIP guests, we will fully promote "one-on-one" marketing, set up fashion clubs, fill in application forms, become a family-friendly organization with one-on-one communication between members and consumers, pay attention to SMS communication, take "leading fashion and serving wholeheartedly" as the purpose, and make full use of word-of-mouth and interpersonal relationships to promote sales. Paying attention to long-term promotion effect is the promotion method.

At the same time, give full play to the functions of VIP card and integral card.

Available festivals:

February 04 13- 15 (Valentine's Day);

● Launch the advertising slogan on Valentine's Day: X, M)

And XXX.

● In the stores that have been opened in Northeast China, make a single page of POP and DM, and launch the "Rose Covenant" activity. All customers who come to the store to buy shoes will be given a bouquet of roses, and only enjoy a 10% discount for three days.

7-8 March 2004 (Women's Day);

● Join hands with XXX to buy XXX women's shoes and send high-grade shoe polish, shoe brushes, insoles, etc. March 8.

■ Medium-term strategy: (April of 0X-10)

In X years, the expansion speed was slowed down, and the local specialty stores were improved one by one, laying a solid market foundation for the promotion in the second half of the year. At the same time, in the second half of the year, we should carry out public relations activities and publicity activities for the target population, strengthen market awareness, and finally drive sales with brands.

Reference activities:

(1) Designers meet the needs of strengthening charm and have reasonable personalized demands for design;

② Charming women's football selection activities, rapidly expanding popularity, forming brand association, cooperating with large-scale promotion activities and strengthening "one-on-one" membership activities, to achieve a win-win situation.

Available festivals:

April 29-May 2004 1 0 (May1day, Mother's Day)

August 2, 20041-23 (China Qixi Valentine's Day)

September 28, 2004-65438+1October 6 (Mid-Autumn Festival, National Day)

■ Long-term strategy: (165438+ 10-65438+February)

Flagship stores in provincial capitals have been completed one after another, initially taking shape. Take advantage of the opportunity of new products in winter to launch public relations activities: women's shoes winter fashion show. And gradually start media publicity, increase the advertising of kiosks to enhance the brand's height, thus driving sales.

Available festivals:

65438+February 24th, 2004-65438+February 26th, 2004 (Christmas)

Verb (abbreviation for verb) Public relations and promotion form/arrangement:

■ Short-term strategy: (65438+1October-March)

1) Activity theme: XXXX (modified)

2) Activity time: February1March-February15;

Activities: ① Buy goods, even draw scratch cards, and win the prize100%;

② With the marriage certificate after September 2003, you can get VIP and handbag directly;

Limited access to the store, fill in XXX customer resource card, give away rose chocolate, and create a continuous Valentine's Day activity.

Award level setting: first prize: wallet

Second prize: handbag

Third prize; wallet

Fourth prize: shawl

Fifth prize: souvenir

Publicity method: February 12, and all stores will carry out unified POP publicity; Direct mail activities announced.

2) Event theme: XXX XXXX (revised)

Activity time: March 8, 2004 (Women's Day);

Activity content: launch the activity of finding small crystal shoes in the store, and you can get shopping vouchers when you find them, so that customers can participate in the activity of sending coupons first and then shopping.

Publicity method: direct mail activities; POP promotional activities in shopping malls.

3) PR theme: XXXX (revised)

Activity time: around March 20, 2004.

Activities: Focus on playing cultural cards, and hold XXX designer meetings in various places before the summer shoes are listed in mid-March, 0x; Cultural appeal deeply interprets the humanization of the brand and highlights the personalized theme of "charm needs to be reasonable" Make the target group strengthen brand association.

Publicity mode: all-news publicity; Notify direct mail activities; POP promotional activities in shopping malls.

■ Medium-term strategy: (April-10)

Since May, Shenyang and Harbin have launched free direct-feed magazines, aiming at the target population, advertising in a narrow sense and strengthening the brand image. At the same time, all regions attach importance to outdoor advertising.

4) Event theme: XXXX (revised)

Activity time: April 29th-May, 2004 10.

Activities: ① May 1 and September are Labor Day and Mother's Day. After shopping in 700 yuan, you can participate in the three-day tour lucky draw in Hainan, and different prizes are available.

(2) Prepare 5438+00 members in June, and launch VIP cards everywhere. Within the scope of the cities that have opened stores, members from all over the world rank in the top five in shopping and participate in XXX membership activities.

5) PR theme: XXXX (revised)

Activity time: around July 2004 1]

Activity content: With the help of holding large-scale selection activities, it has aroused widespread public concern, made XXX a necessary match for charming feet, and strengthened brand awareness.

Publicity method: the whole news publicity, the preparation will start in May, and the preliminary and semi-finals will be held around July, during which advertisements and news publicity will be carried out; Notify direct mail activities; POP promotional activities in shopping malls. ? ) m< South Dakota

6) Event theme: XXXX (revised)

Activity time: August 21-August 23;

Activity content: beautiful fare increase delivery

(1) launch various gifts, set up a stacking area in the store, and buy goods to participate in the "Beautiful Price Increase Delivery Activity":

During the activity, when shopping in 500 yuan increases the price, 20 yuan will send shawls, when shopping in 800 yuan will send wallets at a price increase of 30, and when shopping in Kloc-0/200 yuan at a price increase of 50, handbags will be sent.

② You can apply for a VIP card for the first time.

Publicity method: 65438+1October 18, and all stores will carry out unified POP publicity;

Direct mail activities announced.

7} Event theme: XXXX (revised)

Activity time: September 28th-65438+1October 6th;

Activities: ① Shopping with VIP membership card can enjoy double points for members.

② Give handbags and VIP cards when shopping.

(3) Use the scorecard to carry out the activity of "finding 50 enthusiastic members". The top 5 members who have accumulated shopping in the cities where they have opened stores will participate in XXX membership activities.

Membership activities: two-day tour in Dalian.

Publicity method: direct mail activities; Store POP publicity activities to inform;

■ Long-term strategy: (165438+ 10-65438+February)

8} Event theme: XXXX (revised)

Activity time: 165438+20041early October.

Activities: Through the mature operation of local specialty stores for more than half a year, Shenyang New World and Harbin were selected to hold a new product listing meeting and a live performance of charming winter women's shoes, so as to launch a brand offensive and enhance the international brand image.

Choosing a star to help out can attract more popularity;

Publicity method:

At the end of June 10, the advertisements of newspapers in various cities and the promotion of news magazines in the later period were announced, and the direct mail activities were announced;

Store publicity activities to inform;

9} Event theme: XXXX (revised)

Activity time: 65438+February 24th-65438+February 26th (Christmas).

Activities: ① Special stores around the country will launch a limited-time snap-up at Christmas 20:30-0:00, with a 30% discount on the whole audience, and the original price will be restored when it is outdated (there is only one preferential low-price promotion in the whole year, which does not do much damage to the brand); 2 launch a fashion package;

Publicity method:

Notify direct mail activities;

Store publicity activities to inform;

■ Unlimited promotion:

(1) launched the 0X edition of the perfect matching manual for spring and summer series in Shenyang, launched the "Meet XXX" activity, and made cash coupons with a certain face value, which were put together with the manual.

(2) Cooperate with credit card departments of major banks to send promotional materials and bank statement folders to consumers.