Who has done the planning scheme of software sales, hoping to give me some help, thank you.

Send you a copy of "Dr. Super Huaan Antivirus Software Sales Planning Case", I hope it will help you!

Sales planning case of Dr. Chao Huaan's antivirus software

First, establish a professional sales team.

Professional sales team is the basis for promoting the sales of Hyper-Software. The company plans to set up a system integration and information security department, with 5 people in the early stage and 8 people at the end of the year. This department is the main department of the company's future development and profitability, and the company will focus on supporting the construction of this department.

Second, organize and lead.

The company set up a leading group for the promotion and sales of anti-virus software, which was chaired by Dr. Zhao Hua An.

Team leader: Yun Kang

Deputy Team Leaders: Li Guihong and Li Tao.

Member: Sun Zhangyan Song Chongxue

Li Peipei Rao Wang Songdeyin

Three. Established goals (three-year goals)

Strive to occupy 40% of Fuyang antivirus market in 2005, ensure sales of 500,000 yuan, and strive to reach 600,000 yuan;

2. Strive to occupy 50% of Fuyang antivirus market in 2006, ensure sales of 650,000 yuan, and strive to reach 700,000 yuan;

3. Strive to occupy 60% of Fuyang antivirus market in 2007, ensure sales of 750,000 yuan, and strive to reach 900,000 yuan.

Fourth, marketing strategy.

1, leaders attach importance to and implement responsibilities.

The promotion and sales of Dr. Super Huaan's anti-virus software is the "first-hand project" of Fuyang Yun Zhi Company, and it is the work that every employee of the company must do well.

System integration and information security department is the main responsible department for the promotion and sales of anti-virus software of Dr. Chaohuaan. The department manager of this department is the first responsible person, and the employees are the direct responsible persons.

2. Increase publicity and enhance brand influence.

Television publicity for two weeks; 20,000 color pages were printed and distributed to all units within the administrative area of Fuyang City.

3. Establish a landmark case and condense the appeal of products.

Seize the opportunity and try to make one or two weather vane cases in the near future. Fuyang Municipal Government, Municipal Transportation Bureau and Lixin State Taxation Bureau can be used as a breakthrough. Only by setting a typical case of wind vane can the product have appeal, enhance persuasiveness and promote the product more effectively.

4. Make overall plans and cut in by industry.

(1) Telecom: adopt full-line products and one-time cut-in mode.

Assign a special person to spend one to two months communicating, focusing on each other's business development department.

Hierarchical product promotion:

(1) For home broadband users, online antivirus and stand-alone antivirus software can be promoted and sold to telecom at the most favorable price. Telecom can be given as a gift to users and can promote the cumulative amount of domestic anti-virus software.

② For users in enterprises and other units, network antivirus software can be popularized.

There are two ways to promote online anti-virus software: one is to sell products to telecom at the most favorable price, and telecom can give products to users as gifts or sell them to users twice.

(2) Move: adopt the stand-alone version of the product and cut in at one time.

Assign a special person to communicate for one month, focusing on the other party's business development department or key customer department. Product promotion method: sell products to mobile at the most favorable price, and mobile will give products as gifts to users.

(3) China Unicom: It is the same as China Mobile, but it is relatively difficult for China Unicom to cut in because of the unpleasant experience of cooperating with us in the early stage. Only people with strong research ability can complete the task.

Adopt stand-alone products and one-time access mode.

Assign a special person to communicate for one month, focusing on the other party's business development department or key customer department. Product promotion method: sell products to mobile at the most favorable price, and mobile will give products as gifts to users.

(4) General education: make a good plan and gradually cut it in three years.

We have both favorable and unfavorable factors in general education. The advantages are: the school-to-school communication project enables us to have a large number of customer resources; The unfavorable factors are: the school-to-school communication project has caused us to lose a large number of customers. The reason is that the Inspur brand used in the school-to-school communication project is not very good, especially the quality of the school-to-school communication machine in the second phase is very poor, which affects the company's image and the after-sales service is not in place in time, which affects the company's reputation.

There are two ways to cut into the product and choose the ideal one according to the situation.

Method 1: Make a three-year plan for information security of general education, contact the Municipal Education Commission, issue documents, and implement it step by step within three years according to the situation of the school. This is the best promotion strategy, but how to do the work of the Municipal Education Commission well is a very complicated matter.

Method 2: According to the customer resources held by the school-to-school communication and the actual situation of schools in the city at present, conduct a comprehensive survey of schools, mainly cutting into schools that have established or will establish a school network and have certain economic ability and equipment foundation. This promotion method consumes a lot of human and financial resources and needs to be broken through one by one. The sales model is traditional, the product quantity is small, and the promotion is weak, but the company's income will not be very bad.

The above two cutting methods have their own advantages and disadvantages, and the company will determine the final cutting method through one to two months of actual operation.

(5) Court: Seize the opportunity of the court system network construction and start the three-year digital network planning of the court system.

There are two ways to cut in. The products cut in are integration, antivirus and website building.

The first way: from Fuyang Intermediate People's Court Office or Information Section.

The second way: cut into the county court one by one.

(6) The government (including all administrative and public institutions under its jurisdiction, such as the Audit Bureau, Statistics Bureau, Finance Bureau, Family Planning Commission, Industry and Commerce Bureau, Development and Reform Commission, State-owned Assets Supervision and Administration Bureau, Party School, Administrative Service Center, Transportation Bureau, Social Security Bureau, Labor Bureau and Justice Bureau, etc.). ): We should seize the opportunity of building a digital Anhui, get information in time, propose anti-virus solutions to users in advance, and make overall plans.

There are several ways to cut in:

The first way: contact the municipal government security bureau and information center to promote the use of ultra-products;

The second way: the tree wind vane project, there are successful cases to learn from;

The third way: the relational type cuts in one by one.

(7) Enterprises: It is necessary to break through the key points of the Municipal Economic Commission, change product sales into solving practical problems for customers, ensure enterprise information security, and promote super products administratively. If it is difficult for the Municipal Economic Commission to break through, it can also take a decentralized approach to cut in one by one.

At present, the enterprises that must be focused on are: tobacco, medicine, electric power, banking, petrochemical, brewery, business (shopping malls, buildings, international trade, Qianyi), hotels, automobiles, insurance, development zones and other units.

(8) The information foundation of public security, national tax and local tax industries is good, but the information security is not perfect, so we should cut in one by one and make key breakthroughs.

5. Distribution of channels.

Channel departments should do a good job of communication with downstream channels to stimulate the enthusiasm of downstream channels to promote and sell anti-virus software in China. For downstream channels, it is necessary to implement a full range of products, focusing on the promotion of hyper-software and website construction.

Chaohua software has several ways to cut in, and you can choose a more suitable way according to the actual situation.

First, communicate and choose county-level regional agents;

Second, the communication and choice of county-level regional buyout;

Third, encourage downstream channels to purchase goods and sell them as promotional gifts.

6. Shop promotion.

Shops should do a good job in promotion planning, instead of sending desks and chairs, send anti-virus software to Chaohua, or give a set of anti-virus software to Chaohua from 30 yuan, 20 yuan.

7. Indicator allocation.

① Major Customer Department: In 2005, more than 7 sets of online versions must be sold, with each person not less than 1 set; The monthly sales volume of stand-alone version is not less than 5 units;

② Channel Department: 2 online editions must be sold in 2005, and at least 20 stand-alone editions must be sold every month;

③ Home Store: In 2005, 1 online version must be sold, and no less than 20 stand-alone versions must be sold every month;

④ Technology Department: 2 online editions must be sold in 2005, and no less than 16 stand-alone editions must be sold every month;

⑤ Commercial shops: In 2005, the online version of/kloc-0 must be sold, and at least three stand-alone versions must be sold every month;

⑥ Zhituo Network: In 2005, the online version must sell 4 sets, and the stand-alone version must sell no less than 3 sets per month;

⑦ Promotion: No less than 260 stand-alone editions in 2005.

The above is the basic quantity of sales, which is another scheme to promote the above-mentioned designated industries.

8. Interest-driven.

① Maximize the interests of customers;

② Maximize employees' enthusiasm:

The antivirus software sold by all employees of the company will not only participate in the normal performance appraisal, but also give bonuses to the sales staff. (That is, 5% of the sales amount will be rewarded by the salesperson, and the online version will be rewarded as the first sale 10%).

Five, Dr. Super Huaan antivirus software purchase.

1, less memory, faster than all antivirus software such as Rising and Jiang Min;

2. Patches of application software can be automatically installed;

The market share of this software in Korea is 60%, which is almost in a monopoly position. The developer of this software, surnamed An, is a doctor and a leading figure among the top five anti-virus experts in the world. South Korea and the United States are the most developed countries in the world, but Dr. An has been at the forefront of anti-virus. A few days ago, a mobile phone virus broke out in South Korea, and Dr. An developed anti-virus software for mobile phones in just 24 hours.

Yun Kang

March 4(th), 2005