New product promotion plan

New product promotion plan (1)

1. Promotion purpose

1. Let target consumers know the functions and effects of new products in the shortest time, shorten the time of new product promotion, enter the growth period as soon as possible, and create benefits.

2. Make the target consumers have the desire to try it out, and gradually cultivate them into brand loyalists.

3. Improve brand awareness and reputation.

4. increase the sales of products sold at the spot.

5. Consolidate the customer relationship of channel dealers, seize the high-quality distribution of channels and terminals, and enhance the confidence and enthusiasm of dealers.

second, pre-market survey

this market survey is mainly to provide scientific basis for the promotion of ecological mineral water in Taohuadao. The contents, methods and locations of the survey are shown in the following table.

table of market survey implementation

survey contents 1. in-depth interview with management.

2. group discussion or questionnaire survey of marketing personnel.

3. channel survey: types and characteristics of mineral water sales channels, and channel policies of well-known brands.

4. terminal investigation: types and characteristics of mineral water sales terminals, terminal image, terminal display, terminal shopping guide, terminal promotion activities, etc.

5. Dealer survey: basic information of dealers, number and sales of brands, knowledge of local mineral water market, whether there are plans to distribute new brands, etc.

6. Consumer survey: in-depth interview, questionnaire survey, group discussion survey, second-hand materials, etc. on the understanding of ecological mineral water, familiar brands and main factors affecting purchase

Survey location * * * * * *.

3. product strategy

1. product positioning: the brand is positioned in the middle and high-end series.

2. Price strategy

(1) Using monopoly and joining to keep the price of direct users unified is beneficial to the construction of brand image.

(2) Ensuring a certain high profit for dealers can attract more dealers to join and speed up market expansion.

(3) The product price is between the small brand and the big brand in the target market.

iv. product promotion

1. advertising

the advertisement launched by our company for Taohuadao ecological mineral water mainly emphasizes the product characteristics, practical value, brand differences and the benefits that consumers can get.

TV advertisements mainly focus on municipal stations and county stations; Newspaper advertisements are mainly for the early stage of investment promotion and promotion activities, and at the same time, the Taohua Island ecological mineral water produced by our company is publicized with the help of industry magazines and industry websites, so as to achieve the following effects.

(1) build product awareness and stimulate buying interest in the market.

(2) enhance the corporate and brand image.

2. Promotion

Promotion activities are carried out on holidays or weekends in various forms to improve the popularity and sales of ecological mineral water in Taohuadao.

3. Event marketing

(1) Sponsor events with great influence.

(2) Provide Taohuadao ecological mineral water for relevant groups free of charge. V. Arrangement for listing electric vehicles.

1. Time to market: * * * *

2. Listing area: centering on Taizhou and expanding to surrounding areas.

V. Terminal strategy

1. Build some advantageous terminals to further enhance the influence of ecological mineral water in Taohua Island.

2. Strengthen terminal image construction and improve terminal sales force.

3. Improve the execution of terminal shopping guides.

VI. Service strategy

1. Open a service hotline to properly handle customer complaints.

2. Establish customer files

3. Ask customers for suggestions, improve brand reputation and enhance customer loyalty.

4. Pay attention to pre-sale and mid-sale services to improve the customer turnover rate.

VII. Responsibilities of relevant departments

1. Investment promotion department: mainly responsible for the formulation of overall investment promotion plan and the implementation of investment promotion activities.

2. Marketing Department: mainly responsible for market research, marketing planning and advertising management.

3. Sales Department: mainly responsible for the sales of products, the first-line information of the industry and the collection of customers' feedback.

4. Logistics Department: mainly responsible for the procurement of spare parts and the distribution of products.

5. customer service department: it is mainly responsible for customers' technical consultation and after-sales service.

VIII. Work Schedule

The general arrangement for the promotion of ecological mineral water in Taohua Island is shown in the following table.

time arrangement for the promotion of ecological mineral water in Taohua Island.

new product promotion plan (II)

I. Analysis of background

The enterprise has been established for a short time, its varieties and specifications are not perfect to a certain extent, and its brand awareness is not high.

Homogeneity and business models in the industry follow each other's example, and customers are more demanding on quality and price in their choices, and their choices are diversified. The pre-market sales network is not perfect, and the cost of building access is too high. Integrity with merchants needs to be gradually established.

the concept of product communication is unclear, the primary and secondary customers are unclear, and the media resources are flooding. The resources that are really suitable for enterprises are not conducive to being discovered in a short time.

second, target group

group buying by enterprises or organizations: main target group

individual: auxiliary target group

third, consumption trend analysis:

fourth, product advantages

(functions, selling points, interest points)

fifth, product positioning and price strategy

sixth, Product quality and innovation mission under the guidance of marketing

Under the market economy, products that meet the demand will have their own market, while products that constantly pursue quality and innovate with the development of society or the improvement of demand will probably occupy a larger market.

products under marketing guidance

First of all, the main functions of products should correspond to the needs of target groups and meet the needs of target groups; Secondly, the publicity and packaging forms of products should correspond to the characteristics of products and the psychological needs of customers; Thirdly, increase the added value of products and respond to customers' potential emotional needs, such as service and culture;

promotion methods

(I) platform promotion

1. Press conference

When new products are launched, the news media are called to hold a press conference, and with the help of news media and authoritative departments, the potential customers' understanding of the company is improved, the corporate image is enhanced, and the next public relations work is paved.

2. Product exhibition

Make an image model room, and invite enterprises and peers to watch the company's products. However, while loving to exhibit products, we should give priority to the current popular products, supplemented by the advanced but possibly up-and-coming products, so as to give customers the impression of keeping up with the situation and having high-end R&D potential. The product exhibition can kill two birds with one stone, which not only won the recognition of customers, but also revealed its own advantages in the field of peers, which laid the foundation for the next talent reserve.

3. Large-scale exhibitions

First of all, we can participate in technology fairs or science and technology fairs, list our products in industrial fairs, and provide products in kind and detailed information. Introduce the products to other customers in detail. The purpose of doing this is to improve the visibility of our company, and we can also communicate with other customers, know ourselves and know ourselves, and win every battle.

4. Booth promotion in shopping malls (merchants) of loading materials

belongs to the category of platform promotion. In an industry where consumer groups are not popular, it may not only waste the unspeakable 5% advertising fee with the help of mass advertising media, but also the cost is too high, and the newly established enterprises are bound to be overburdened. Finding the shopping mall closest to oneself is nothing more than finding the biggest consumption resources. A new enterprise and a product that consumers are relatively unfamiliar with stand on the same competitive platform with the brand with the help of shopping malls.

the best thing about cooperating with merchants is that you can save yourself the cost of finding, training and establishing a maintenance service station at the same time.

(II) Information Promotion

Resource Library Marketing

We can use Plato's theory to grasp the key points, because 8% of a company's profits usually come from 2% of its customers, and we can conduct a detailed investigation on the major customers, from which we can learn some desirable evaluations and requirements of our products, and then we can provide more perfect information to meet the requirements of our customers.

in addition, we set up a special telemarketing center (with good management and detailed division, of course) to try telemarketing for some customers, or to conduct telemarketing first, and then send sales representatives to negotiate orders, or to pay a telephone call back to customers who have formed cooperative relationships and maintain relationships.

To open up our new market and explore new customers, we can get some information of customers through the Industry Fair, such as Email or telephone, to provide more detailed information, to promote our products more vigorously, and to ask each other some requirements.

(3) Channel promotion

1. Retail terminals

You can set up your own offices and sales terminals in first-class and second-class cities, which has the advantages of being directly close to customers, facilitating communication with customers, and dealing with product price management and quality problems.

2. Network promotion and sales

By means of personnel promotion and advertising, the channel demand is met, so that products can quickly pass through intermediate links to achieve the purpose of distributing goods. In the network construction, we should first conduct market research on the target market, have a certain understanding of the market potential and maturity, and concentrate the essence of the main markets that have finally been sorted out and directly enter, and use this as a model to create a point-to-area radiation with this as a small central point. Open a green channel for the terminal, create a sales atmosphere, create a hot event, increase the weight of the product on this basis, and naturally push the product to the distributor. In addition, for individual markets (such as areas where factories are located or areas with high awareness), it is beneficial to defend rather than attack, and it should be won in one fell swoop when it is basically mature.

new product promotion plan (3)

1. Market research

Market research should be done before new products are promoted and listed, which is helpful for our company to understand the market situation and discover and utilize market opportunities.

competitive analysis: the mobile phone market is increasingly rich in brands, especially? Many brands of domestic mobile phones have also entered the ranks of intelligent development, so the phenomenon that the mobile phone market is divided up is very serious. Although famous brands account for a large market share, from the response of some domestic mobile phones after listing, consumers are not very strong about the famous brands in the mobile phone industry, as long as they have perfect functions and reasonable prices, they will be welcomed by the market. Therefore, the competition in the mobile phone market mainly depends on who can cater to customers' psychology, and can constantly launch new products that are deeply rooted in people's hearts according to market development and different time and place, which can attract consumers' eyes and stimulate their desire to buy. Coupled with strong promotion strategies, it will certainly lead to the buying craze after the new machine goes on the market. < P > Our company can also investigate the market mainly by direct interviews and supplemented by indirect market questionnaires.

interview can make a big fuss about the characteristics and functions of mobile phones. In recent years, various quality problems of mobile phone products in China have been exposed frequently, and people's demand for products with quality assurance has been rising. As a product for mass consumption, the quality of mobile phones is unquestionably good.

When using the questionnaire survey, we should pay attention to attracting the curiosity and interest of potential consumers about our products, and then stimulate their desire to buy.

second, product positioning

although our company's products are popular mobile phone products, we still need to make clear product positioning and strive to create a differentiation.

the function of differentiation is not only to make consumers recognize the difference between our mobile phone and ordinary mobile phone, but also to make consumers think that our products are greatly different from other mobile phone products.

only by establishing a unique image in consumers' minds can consumers immediately think of our company and our mobile phone products when they think of mobile phones.

Third, market positioning

At present, our company's market share in the whole mobile phone market is average, so we should try our best to avoid direct conflict with competitors with high market share and make steady progress in a down-to-earth manner. At that time, the first slogan of Mengniu's development was "to be the second dairy industry in Inner Mongolia". Today, it has finally been equally divided with Yili in the industry. First, face the modern youth market (college students, high school students, junior high school students, social youth), and then slowly expand the market.

iv. price positioning

taking Nokia mobile phones as an example, its price positioning should be higher than that of ordinary mobile phones, but it should not be too high. Although high prices can attract high-end consumers, after all, there are very few, and most high-end consumers are still keen to consume models with medium prices. On the first day or the first week or even the first month when a new product goes on the market, its price can be set to be the same as or even lower than that of a general mobile phone to attract more potential consumers. At the end of the promotion period, the expected pricing will be resumed with the high cost performance provided by the price of the mobile phone of this product.

V. Brand Positioning

World famous brands all have their own brand stories. Since our company takes our company's model as its brand, we need a brand story with the color of this model, preferably the story of famous people and mobile phones. The purpose of brand story is to make consumers and potential consumers feel that your company is a company with history, culture and connotation, and invisibly shape a good company image in consumers' hearts.

if you choose to publish on holidays, you will naturally target students and young people. Therefore, the positioning of the new machine should be formulated around the consumption characteristics and preferences of such groups, so as to cater to their psychology and achieve the purpose of making a debut and promoting sales.

(1) appearance: beautiful and fashionable, and it is best to match with gorgeous colors to attract attention.

(2) Functions: define functions according to young people's preferences and habits. For example, the game is powerful and supports simulator games; Short message input is convenient and it is best to support handwriting; It has a music player and a video player, and supports music and video files in common formats. The functions of some business mobile phones, such as sending and receiving e-mails, can be ignored. In this way, the research and development cost of the new machine is not high, so it can occupy an advantage in price.

VI. Promotion means

1. Pre-publicity:

Enter the campus half a month before the start of the winter vacation, and start the first shot of launching the new machine. In this issue