Marketing activity planning scheme

In order to ensure that our efforts are effective, we need to start making plans in advance. The plan is a concrete, thorough and operable plan in terms of purpose, requirements, ways, methods and progress. How should the plan be made? The following is the marketing campaign planning scheme I collected and sorted out. Welcome to share.

About the planning scheme of marketing activities 1 For example, we are going to make an activity planning scheme now, and invest several special exhibitions in the next Double Eleven, otherwise the last one will be cost-effective. So the goal is clear, what should we do next? To put it bluntly, it is a whole process, so what is the whole process of event planning? Here, I will give you a brief introduction:

First, choose money. In other words, what goods are used to participate in activities? When choosing money, we should fully consider how much sales will be if the activity goes up. This step is activity evaluation, because you can't take a product that has no sales in the store to participate in the activity, even if you want to go, Taobao is not allowed. So in general, the products that are active in the world are the products that sell the most in our store. After all, the products sold show the high acceptance of users and the reaction of the market in essence.

Second, the activity price calculation. There are always people asking for discounts at Taobao activities. You can roughly calculate, if Taobao Xiaoer agrees, you can go to the activity, but only if you want a 50% discount, then you have to calculate it at that time. If you give a 50% discount and then pack the mail, will you lose money? How much will you lose? If not, how much can I earn? In most cases, your products have to go to activities. In terms of price, Mr. Tao Xiaoer squeezed out a lot of water. That is to say, people are well informed, and you can almost estimate the cost price of your product by looking at the pictures, so Comrade Xiao Er kept the price down. It is precisely because Comrade Xiao Er has this hobby that the initial pricing of mobile goods is very important. It is also important for you to arrange the price of the active products.

Third, in-store marketing planning. In any case, we can't waste this traffic on the last activity, so we should do a series of marketing planning in the store, such as sending it when it is full, matching the package and so on. The purpose of this is to increase the unit price of customers. Although this is a bit reluctant to customers, why, because all purchases made through activities are basically aimed at mobile products. However, there is a problem here. Just because customers don't buy it doesn't mean they can't live without it.

Fourth, transfer goods. Since we are going to participate in activities, we always have to stock up here. We can't say it's too late to go in after we sell out.

Fifth, customer service management after the activity. Students who have engaged in activities should know that your customer service work will be very important when better activities are launched. You can't always talk to the customer God. You say so much, either let other customers leave, or customers will say a few words in the evaluation after receiving the goods. You know, what he said is on display, which is always bad. Besides, even if you want to talk to God, you have no chance. Your computer has been playing conversations, and you can't even carry them yourself. Judging from my activities, computers are basically stuck at the beginning of good activities, so it is very important to write an automatic reply in advance. In this automatic reply, you should write everything you can think of, and don't be afraid of long words. The key is to answer customers' questions as much as possible.

Sixth, delivery. According to the size of the event, it is very important to pack some goods in advance, otherwise there will be more customers and your delivery speed will be slow, which will affect the rating of the store, so be sure to be clear.

Seventh, after-sales treatment. After delivery, customers receive the goods one after another. At this time, the trouble came, and there were all kinds of comments, such as what should I do if I encounter a bad review? How to solve these problems is a problem that needs to be considered.

The above is the simplest content that must be considered in an activity planning. Moreover, this is just a process. As an activity planner, you must also arrange a person to be responsible for these links, when and where to do what work, and what is the internal consultation mechanism after problems arise.

In short, if it is a planning case, we must pay attention to the integrity of the process, and the planning case must be implemented to the implementation level. You have to enter the situation, because you planned it, what kind of resources are needed to cooperate with you, what kind of situation will happen in the activity, how to solve and avoid it, and so on. You must make it clear, at least take precautions, so it is a simple planning case.

On the planning scheme of marketing activities. The Significance of "xxxB" Marketing and the Purpose of "Fixed Cost"

1. The significance of marketing. The reason why this article is listed at the beginning of the article is to highlight the point that "the marketing of xxxB is not just the marketing of an ordinary product of the company". Because, compared with other products of the company, the marketing of xxxB has special significance and influence on the company.

2. The purpose of making this plan. It should be noted that the marketing of "xxxxB" is a comprehensive work involving the combination of software and hardware, involving the mutual cooperation of production, supply and sales departments, relying on correct scheduling and coordination and the active cooperation of all parties. The purpose of making this plan is to get the attention and support of leaders at all levels of the company, get the understanding of all departments and links, and make clear the strategies and specific measures we should take in the face of this work, so as to unify our thinking, coordinate our actions and jointly complete this important work.

Second, the current marketing situation

Analyzing the marketing status of China system in China (specifically Hanka) will help us to have a clear understanding of the current market situation, product situation, competition situation and macro environment, and provide basis and reference for formulating corresponding marketing strategies and adopting correct marketing means.

1, market conditions

At present, the annual demand for microcomputers in China is about xx thousand. With the wide application of computers, the decline of computer cost and price, and the increasingly fierce competition of major foreign manufacturers in China market, the demand for personal computers will continue to increase. People in China naturally have to deal with Chinese when using computers, so the market of Chinese system exists objectively and shows a growing trend. At present, more than x% of PCs are equipped with Chinese system, of which soft Chinese character system accounts for x% ~ x% and Chinese card accounts for x% ~ x%. Due to the diversification of microcomputer and Hanka, users' requirements for Hanka focus on compatibility, adaptability and universality. In addition, since there is no unified Chinese standard for Hanka in China, whether there are more tools, supporting software and application software to support it, that is, whether it is relatively standardized or authoritative, is also one of the main concerns of users.

2. Product status

Due to the company's long-term mainframe-centered business strategy, Hanka is only a subordinate product serving the mainframe, not an independent product developed, designed and marketed. Therefore, from xxx to CVGA/24, although technically they are all at that time, and the market demand is obvious, there are not many independent sales except supporting the whole machine sales. Therefore, in Hanka, the company's profit is not enough, and the current market share is far from the level it should have. Other manufacturers seized the opportunity to occupy the Hanka market on a large scale, resulting in the phenomenon that xx created standards, imitations and other products took advantage of it, which not only suffered losses in commercial interests, but also lost the opportunity to further popularize xx Chinese system and unify domestic Chinese industrial standards. Now the launch of xxxB is just to make up for the company's previous shortcomings in this respect and re-establish the product image of xx Chinese system in the market and users' minds.

3. Competitive situation

Generally speaking, all Chinese systems, including soft Chinese character system and Hanka, are potential competitors. However, due to the obvious differences in performance and price between soft Chinese character system and Hanka, the corresponding demand range is also different from Hanka. Hanka's market is concentrated and its products are comparable, so for 9000B, its main competitors are other kinds of Hanka. At present, the more popular and distinctive Hanka in the market mainly include Giant, Wangma, Lenovo, Double Star and Jinshan.

The above-mentioned China cards have their own characteristics. According to their competitiveness to xxxB, they can be arranged as Giant, Jinshan, Wangma, Lenovo and Double Star. Competition calls for a unified industrial standard in China, and opportunities and challenges coexist. Xx should seize this favorable opportunity with its own strength and influence.

4, the macro environment (omitted)

Third, wish the meeting and problem analysis

1, opportunity (threat) analysis

Opportunities and threats refer to external factors that can affect xxxB marketing.

The main opportunities are:

(1) In the past, all kinds of Chinese and western display cards equipped with xx machine provided Chinese display standards accepted by users, and a large number of application software and application systems were developed on them, and their applications were habitual and persistent.

(2) A large number of tool software, supporting software and general systems developed according to xx China standards have provided powerful software support for xxxB.

(3) The profit rate of hardware in the computer market is already very low, and Hanka is still a product with low capital occupation and high profit rate. If dealers are given considerable profits and reasonable incentive policies are formulated, xxxB will be actively accepted by the majority of dealers. At present, the popular slogan in the industry is "sell when you make money".

The main threats are:

(1) In the past, Hanka was not promoted and established as an independent product, giving users the impression that the card machine was integrated, and the image of Hanka itself was often not prominent enough.

(2) Due to the acceleration of machine speed, it makes up for the weakness of Chinese processing speed of various soft Chinese character systems in the market to some extent, and it is very competitive in the market because of its low cost and low price. Moreover, it caters to some users who are nervous about using expansion slots because it does not occupy expansion slots, thus posing a threat to Chinese cards.

(3) Home personal computers have become the trend and fastest-growing household appliances in today's market, while individual users pay more attention to the price when purchasing China system. If Hanka can't really use one card for multiple purposes, it will be difficult to occupy this part of the market.

(4) User consumption tends to shift to Chinese Windows, which poses a certain threat to Hanka.

2, advantages (disadvantages) analysis

Advantages and disadvantages are the internal factors that affect xxxB marketing. Advantages refer to some strategies that can be successfully applied, while disadvantages refer to some shortcomings that need to be corrected.

3. Problem analysis

Through the analysis of the above two aspects, xxxxB's marketing strategy must solve the following problems.

Fourth, the marketing objectives

Overall goal: good social and economic benefits. Social benefit goal: establish the image of xx Chinese system as a domestic industry standard, and drive and lead the development and application of domestic Chinese application software.

Economic benefit target: annual sales of -X million yuan; Single set of gross profit -XXX yuan/block; Annual gross profit -XXX ten thousand yuan.

Verb (abbreviation of verb) market strategy

1, marketing purpose

Advertising and price policy are the main means.

OEM focusing on large users and computer manufacturers at home and abroad.

Based on the principle of agency, supplemented by wholesale sales and retail sales, establish and manage sales channels and carry out large-scale market sales.

2, product positioning

3. Product structure

4. Sales channels

5. Price policy

Pricing principle:

Enlarge the price difference between wholesale and retail, and mobilize the enthusiasm of agents.

The combination of discount rate and batch number encourages a large number of batches.

Based on cost, refer to the price of similar products to make the price competitive.

About the planning scheme of marketing activities 3 Activity theme: Low-price storm robbed by the whole people (dear, did you buy it? ) Activity time: 20xx years 1 65438+1October 9 -20xx165438+1October/day Activities:

50% off the audience, the ultimate carnival (20xx year165438+1October 1 1)

20xx 1 1 day 1 1 day 10, 50% off sales, low-cost storm, sweeping the city!

(Note: The whole audience must be involved in the activity to achieve the cluster effect. )

Activity 2: comity and lucky shopping (20xx year 1 65438+1October 9-165438+1October). Customers who shop in xxxx during the activity can participate in the lucky draw if the single water fee reaches 1 1 yuan.

First prize 1 brand smart phone a value11yuan second prize 2 xx supermarket shopping cards a value11yuan third prize 6 vacuum thermos cups a value 60 yuan fourth prize 20 soulmate volumes.

(Note: The lucky draw is to scratch the card as soon as it is opened, and the gifts are given in kind. )

Activity 3: The holiday for one person is twice as sweet (20xx165438+1October 1 1). After shopping 1 1 yuan 1 yuan, give 2 lollipops (2 yuan/root, 200 copies). After shopping, 165438. ) Estimated activity cost:

1. The estimated cost of the lottery scratch card is 1000 yuan, and the winning fee is 8000 yuan, totaling 9000 yuan.

2. Double sweet activities. Estimated activity cost 1500 yuan.

3, posters and advertising costs 5000 yuan. The estimated total cost of this activity is 15500 yuan.

(Note: 7,000 yuan can be shared by the merchants, and the cost sharing will be finalized in consultation with the merchants in the early stage of the event to facilitate the smooth development of the event. ) activity promotion:

1, advertising, using newspapers to put in 2 issues 3-5 days in advance.

2, large-scale facade advertising and supermarket DM single-phase combination, so as to attract customers.

3. Broadcast in supermarkets and promotion in different places. , increase publicity.

4. Use floor stickers, flags and publicity signs, plus festive music to create a good atmosphere for activities.