Product Marketing Plan Case

Product Marketing Plan Case (1)

1. Review and Vision

From September 20XX to the present, the company has established Changsha Yiling Branch, which is the company's Exploring major changes in new management models. After almost a year, the gap with the target is still very large. Many bids have been failed, group customers have not made breakthroughs, personnel recruitment and training are not in place, staff turnover is large, team development is too slow, and overall performance is not ideal. However, with the support of the company's top leaders and our continuous learning, we also explored our path of survival and development in the next few months of work. In the process of market expansion with each branch and the integration of company resources, we continued to make progress. The performance has also improved slightly. In the coming time, we will continue our efforts to make Changsha Yiling bigger and stronger.

2. Changsha market customer analysis and market potential analysis

1) Real estate customers: Real estate customers are our most important customer group, and they are also the customer group that can generate the greatest economic benefits. Changsha There are 270 properties for sale and 328 properties for sale. The market potential is quite large. Currently, there are more than 130 projects that have found the person in charge and followed up, and more than 30 key customers are being followed up. The customers we have cooperated with include Xiaoxiang International, Xinxiangya Gardens, American stories, waterfront world scenes, and dreams of a perfect life. In the next period of time, real estate will continue to be our focus in following up with customers.

2) Large commercial institutions and major electrical appliance brands, such as Wal-Mart, Carrefour, Gome, Suning, Midea, Gree, TCL, Skyworth, Changhong, etc., we have put too little effort into this area and need to If follow-up efforts are strengthened, the market in Changsha is still huge.

3) Car sales, car 4S stores, new car launch promotion or promotion of promotional activities. The Changsha automobile industry does not do many SMS promotions. When there are enough manpower, we can follow up. We also cooperate with Lantian Group.

4) Large-scale exhibitions, such as housing shows, auto shows, and clothing shows, we have some follow-up in this area, but the effect is not obvious. They are mainly occupied by local companies. Under certain conditions, we can Do follow up.

5) Finance, personal retail departments of banks, and promotion of fund sales. These are basically promotions of internal platforms in Changsha and are not focused on following up customers.

3. Analysis of the same industry

The competition in the Changsha SMS market is very fierce. There are more than 100 companies carrying out SMS services, and there are more than 30 active ones. Those who met included Star Media, Jasmine, Xuwei, Eastcom, Hanna, Accurate, Face to Face, Feiwang, Nalan, Focus, Huihong, etc. Jasmine has more than 50 people. It is the first one here to do text messages and has many connections. It has its own journal every month. Star has more than 200 people and they are from the group company. I have met them many times, and their prices are very low. They like to provide free trials, give away platforms, install equipment for the property to automatically reply to text messages when calling, coordinate activities with the property, organize group viewings, etc., and even have Xu Wei. , the office is very big and has its own computer room. I like to take others to visit their company, and the appearance is quite good. Furthermore, Eastcom is also somewhat famous.

IV. Business personnel’s plan to expand the market

The expansion of the company’s scale requires business personnel to further expand the market and increase market share. This is the fundamental goal of the company’s market development. According to market conditions and customer characteristics, the company has determined future market expansion plans based on the existing market:

1) Pay attention to the development and cultivation of major customers. Major customers are the company's core customers. The company ensures the stability of the core customer base by providing efficient and high-quality services, ensuring the basic market and promoting the company to expand its market size. On the other hand, we will increase efforts to develop new customers and potential customers to fully tap market potential.

2) Regional marketing strategy. The focus of regional marketing is still on urban areas, including Yuhua, Furong, Kaifu, Yuelu and Xingsha.

3) Deepen the service marketing strategy. The company will aim to meet customer needs to the maximum extent, continuously strengthen the service marketing concept in product sales, and integrate technical support and supporting services throughout the entire sales process, thereby improving the company market competitiveness.

4) Strengthen the construction of marketing team. Expanding the marketing team, which is the most important at this stage, requires the company's strong support. Currently, there is a serious shortage of manpower to develop the market. It is necessary to improve the professional quality and marketing skills of the sales staff through continuous training and talent introduction, and establish a team that is proficient in business and diligent. A responsible, loyal and highly effective marketing team. Improve and improve the sales incentive mechanism, implement performance appraisal reward and punishment policies for sales staff and agents, and fully mobilize the enthusiasm and creativity of the sales team.

5) Implement brand strategy and establish a good brand image. The company's products already have a good reputation in the market. In the next few years, we will focus on implementing the brand strategy. With the help of this issuance and listing, we will further establish the brand image of the products, increase the company's brand awareness, and enhance the market competitiveness of the products.

5. Problems faced by business personnel now

1) There are too few hardware facilities in the company’s office, which is not conducive to staff expansion and the introduction of talents. Computers are insufficient and new businesses need to be introduced. But there are no more computers available. According to the plan, there will be one computer for two people, and at least four more salesmen will be recruited, and at least one computer will be required.

2) In terms of software, the main problem is that the training intensity is not enough. The salespersons do not understand many basic etiquette and have poor communication and adaptability. In this regard, I will search and download business training materials on the Internet to conduct unified training and target each customer. Personal personalities do individual communication and motivation.

3) In the fierce competition environment, everyone is under great pressure, performance is not ideal, and income is not high. My place of residence and my place of work are quite far away, and the traffic in Changsha is quite congested, making commuting to and from get off work inconvenient.

VI. Business Personnel Management Plan

1) After new salespersons arrive on the job, the company will arrange for them to participate in pre-job training. Each salesperson must pass basic training before he or she can officially take up the job. The training content includes corporate culture training, professional ethics training, basic business knowledge training, customer exchange, communication, public relations training, etc.

2) In the early stage of the business, the old businessman or I will take the lead for a period of time and accompany them on visits to communicate with each other and learn from each other.

3) In order to allow new salesmen to become familiar with the company's business as soon as possible, the company adopts a salary payment system with no quota system, travel allowance and commission for new salesmen, and encourages new salesmen to boldly expand their business scope.

4) The probation period for new salesmen is generally 3 months. If no orders are issued for three consecutive months, they will automatically resign. Those with positive performance may be re-employed for observation depending on the situation.

5) In order to achieve the purpose of responsibility and determine the responsibility system, the company can implement a policy of heavy rewards and heavy penalties.

7. Improve the sales performance of sales personnel

1) Affirm the salesperson, recognize the salesperson, motivate the salesperson, and build confidence in the business. The most important component of sales activities is business member. Salespeople must accept themselves, affirm themselves, and like themselves. If we look down on ourselves but expect customers to like us, it will be too difficult for customers.

2) Develop good habits. Unless there is anything special, you must go to and from get off work on time, insist on making at least 50 business calls every day, and arrange at least 1-2 customer visits... Everyone is a slave of habit, and a good habit will benefit them throughout their lives.

3) Work in a planned way. Who are your customers? Where does he live? What kind of work do you do? What are your hobbies? How do you reach him? For each customer, deeply understand their trends or the characteristics of this area, so that you and the target customers have the same topics or characteristics.

4) More training in professional knowledge. Salespeople must have product, business, industry, region and related knowledge.

5) Help the business build a customer base.

Find new customers and potential customers through the Internet, visits, peer media, and old customers, and communicate more. It is a fantasy to master 20 million people, but it is not impossible to master 200 people. There are always more opportunities to get to know 1,000 people through the efforts of forming good relationships than to get to know only 10 people. From understanding to becoming a customer, customers can also derive customers, and gradually build their own customer base, and the performance will naturally grow.

6) Cultivate the spirit of perseverance and perseverance in business. After being rejected by a customer once, 5 out of 10 salesmen will stop there; after being rejected a second time, 2 out of 5 salesmen will be lost; after being rejected a third time, only one salesperson will make a fourth effort. , by this time he had no competitors. Successful salespeople have experienced repeated failures. They do not believe in failure. They only believe that success is a stage, and failure is just an incorrect way to achieve success. After a short period of failure, they learned how to change and promote their own progress. Continuous progress, continuous improvement, and starting from scratch again and again will lead to the final beautiful result. A master in the business field said it well: "Every hard work will bring you wealth. If the hard work does not come, the wealth will not come."

7) Do the right thing. Following the right person and doing the right thing is what every salesperson must face first. Since we are destined to be together, we have the responsibility to guide them to find their own direction, strive towards their goals, and help them succeed.

8) Create a good working environment. First of all, everyone in Yangshuo has a positive and positive thinking mode. Everyone has different strengths. Everyone should communicate more, encourage, help, learn, work hard, and make progress together, so that the big business can have a sense of belonging. Join us as a team and work together to make the Changsha market bigger and stronger.

8. How to improve the enthusiasm of old business

1) Develop an effective incentive mechanism. Pay attention to the company's strategic planning, let veteran salesmen see the company's lofty aspirations, goals and bright prospects, and create a humanistic atmosphere suitable for the survival and growth of enterprising veteran salesmen. Help them implement career planning, constantly set higher goals for veteran salesmen, help employees make progress, and do not let veteran salespeople feel that they have reached the end of their career in the company.

2) Strengthen training. To satisfy the thirst for knowledge and self-motivation of veteran salesmen, those who are trained and gradually promoted by the company generally have a high sense of identification, belonging and good adaptability to the company. I will conduct training every two weeks.

3) Provide space. It can provide greater space for veteran salesmen to expand their business capabilities and ensure sufficient resources and support. Consideration may be given to material compensation or certain assistance.

4) Staffing. Assign new business personnel to old salesmen to lead, and provide certain incentives and remuneration.

5) Grant rights. Promoting suitable veteran salespeople to management positions can motivate other employees and form a virtuous cycle. The rich experience of veteran salesmen allows their business capabilities to be passed down through the team to maximize efficiency.

9. How much performance is the Changsha market prepared to achieve?

1) The daily sales target for June, July and August is to exceed the monthly average sales of 60,000.

2) The months of September and October are our peak seasons. We will strive to break through the monthly sales of over 100,000 with all the staff in place.

3) The focus of 11 and 12 is to stabilize and consolidate the market, integrate and sort out, and strive to clarify and build good relationships with customers for bidding in the coming year.

4) Seize every opportunity and strive to exceed monthly sales of 200,000 within 2 years.

10. Problems faced and suggested solutions

1) Marketing team: There is a serious shortage of salesmen and there is an urgent need to recruit. There are no less than 7 qualified marketing personnel throughout the year. Today we need Recruit 4-6 people, conduct unified training and put them on the job, and fight the tough battle of gold, nine and silver ten.

2) The company’s office has too few hardware facilities: it is not conducive to company expansion and the introduction of talents.

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3) Computer equipment is insufficient and new businesses need to be introduced, but there are no computers available. According to the plan, there will be one computer for two people, and at least four more salesmen will be recruited, and at least one computer will be required.

4) In terms of software, the main problem is that the training intensity is not enough. The salespersons do not understand many basic etiquettes and have poor communication and adaptability. In this regard, I will search and download business training materials on the Internet to conduct unified training, and target each customer. Personal personalities do individual communication and motivation.

5) In the fierce competition environment, everyone is under great pressure, performance is not ideal, and income is not high. My place of residence and my place of work are quite far away, and the traffic in Changsha is quite congested, making commuting to and from get off work inconvenient. You can consider that the company will contribute part of it, and the employees themselves will contribute part to rent a house nearby.

Product marketing planning case (2)

1. Competition items

Product marketing planning.

2. Purpose of Competition

1. To mobilize students’ enthusiasm for learning and strengthen the pertinence of students’ learning.

2. Improve students’ marketing planning abilities.

3. Competition arrangements

1. Contestants The contestants are all students from Class 1201 of the Marketing College, and other classes are voluntary to participate.

2. The awards include 1 first prize, 1 second prize, and 2 third prizes. Award certificates and prizes will be issued.

5. The finals will be held starting at 2:30 pm on Wednesday of the 18th week. The Management Teaching and Research Office will be responsible for the organization and implementation of the specific work of the finals.

IV. Competition content

Including the formulation of marketing planning plan, on-site PPT presentation and defense. The specific competition content is as follows:

1. Formulate a marketing planning plan

This marketing planning competition project specifies a certain fast-moving consumer goods as the competition product. Contestants independently select a certain type of fast-moving consumer goods in the real market, contact production and distribution companies for investigation, understand the product market situation, formulate a product marketing plan from the perspective of the company, and submit the marketing plan to the competition organizing committee within the specified time meeting. Please see the appendix for specific requirements of the marketing planning plan.

2. On-site PPT presentation and defense

On-site PPT presentation and defense of the marketing planning plan. Contestants will conduct on-site PPT demonstrations and presentations on the marketing planning plans submitted before the competition within the specified time, and at the same time answer the judges' questions.

3. Competition method

① The competition adopts a team competition method, and each team is composed of 2 players.

②The competition is divided into two stages. In the first stage, complete the product marketing planning plan and submit it before the second stage; in the second stage, it will be held at the competition site. The marketing plan will be displayed on PPT and defended. The time is 12 minutes, of which the PPT presentation time will be 7 minutes and the defense time will be 5 minutes. . The order of competition in the two stages of the second stage will be determined by drawing lots before the competition for each participating team.

5. Performance evaluation and ranking method

The competition adopts the scoring method of individual points and cumulative total points. Each project is worth 100 points, and the average of the judges' scores is used to calculate the score for each team; the cumulative total score is 70 for the product marketing planning plan, 30 for the on-site PPT presentation and defense, and the sum of the two scores is the final score for each team. Score. The rankings will be recorded after sorting according to the total score. If the total scores are the same, the one with the higher sum of the two total scores in the second stage will be ranked first.

V. Instructions for contestants

(1) Equipment provided by Match Point

Venues and facilities for on-site PPT display and defense: a multimedia classroom, multimedia projection One instrument and one computer. The PPT uses the Powerpoint 2003 version.

(2) Tools prepared by the contestants

Each participating team must prepare a USB flash drive, copy the electronic version of the marketing planning plan and the PPT demonstration courseware to the competition team, and ensure that it can work properly use.

(3) Notes for contestants

1. Each participating team must carefully formulate its own marketing plan. If large-scale plagiarism is found, the score will be zero.

2. Each participating team must submit 2 copies of paper materials, electronic drafts and PPT courseware of the marketing planning plan to the competition group on time.

3. The on-site PPT presentation and defense session have a specified time. The staff will give a prompt at the last minute of the specified time and at the end of the time. If the time exceeds, points will be deducted according to the situation.

4. After the presentation, the judges will propose defense topics, and the participating teams can prepare by themselves, and the next team will make a presentation; after the next team’s presentation is over, the previous team will come on stage to answer the questions raised by the judges. And so on.