Selected model essays on mobile phone marketing planning books

Nowadays, most people have mobile phones, which are in great demand. As a marketing specialist, have you thought of any marketing plan that suits you? The following is "Selected Model Articles of Mobile Marketing Planning Book" compiled by me for your reference only. Welcome to read this article.

Selected model articles of mobile phone marketing plan (I) I. Activity time

20xx year x month x day -20xx year x month xx day.

Second, the venue of the event

xx .

III. Purpose of the activity

In order to improve the store's image and brand, as well as visibility, increase sales. Because of the fierce competition in the mobile phone industry, all mobile phone companies must increase sales.

Fourth, the preparatory work

1. The store should prepare promotion models of various brands, styles and functions.

2. Find out in detail whether the manufacturers have promotional activities, and let the models promoted by the manufacturers be the highlights, which can effectively reduce the cost.

3. Sales personnel training, with special training for target vehicles to increase sales during the activity.

4. Advertising media: publicity page, storefront outreach edition (size to be determined) and newspaper media (to be determined).

Verb (short for verb) activity:

1. Invest considerable funds to buy gifts to attract potential consumers passing by.

2. Look for high-level hosts from the society and mobilize passers-by to participate in activities when the roadshow is not hot.

3. Prepare some simple questions and games about teachers, so that consumers can see the hope of winning the prize, thus mobilizing the enthusiasm of customers.

4. According to consumers' psychology and habits, design a simple and fun game: invite customers who are interested in participating in the activity to write a short message contest and write "Teacher, you have worked hard." Send to the specified number. The writer with the shortest time wins and sets up an award.

5. From X to X, with the theme of "Teacher's Day", the first, second and third prizes and the shortlist were selected.

6. Hold an in-store lottery: those who buy more than xx yuan can participate in the lottery.

7. Launch group buying models: Nokia, Samsung, Sony Ericsson, Lenovo, etc. (model to be determined), the group purchase conditions need more than ten people.

Activity flow of intransitive verbs

X month x morning:

1, starting at 9: 30, firing guns, playing music, and the general manager speaking.

2.9: 40 The host made an opening speech, announcing the start of the activity, and the etiquette company arranged to appear in the program.

3. 10: 10, the model will show the promotional models of this event.

4. 10: 25, the etiquette company arranged to appear in the program.

5. 10: 45 Start the on-site knowledge question and answer, and award the prizes.

6. 10: 00, the etiquette company will appear on the program.

7. 1 1: 30 The host will inform the audience of the opening time and activities in the afternoon.

X month x day afternoon:

From 1 and 15: 00, the company will arrange to appear in the program.

2. 15: 30, the live SMS contest begins, with prizes. Winners were selected and prizes were awarded.

3. 15: 40 The company arranged to appear in the program.

4, 16: 00 to start the subscription lottery.

5. 16: 20 The company arranged to appear in the program.

6. The activity ended at 17: 30.

Seven. On-site activity arrangement

1, venue arrangement: set up a stage in front of the mobile phone store, provided that it does not affect the access to the store.

2. Personnel arrangement: only four people are arranged in each store, and two people in each class distribute leaflets to guide customers to purchase machines in the store, which requires strong conversation and expression skills.

There are 1 field controllers to ensure good communication with etiquette companies.

There is a 1 gift keeper, and the winners are designated to distribute prizes as required.

There is 1 traffic guidance to ensure the smooth passage in front of the store.

3. Determination of prizes: to be determined.

4. Budget: omitted.

Eight, divide the incident into three parts: pre-event and post-event to control, and the problems that should be considered in each part.

1. Before the activity, personnel recruitment and simple training, agreement on promotion venue, communication and coordination with other departments, budget application for funds, venue safety issues, duration and time point.

2. During the activity, ensure the active atmosphere of the venue and the sales cooperation of the store.

3. After the activity, evaluate the activity, analyze the profit and loss of the activity and analyze the intangible income. If the promotion effect is obvious, it can be promoted again with the help of later holidays.

Note: the activity flow of this activity needs to be communicated with the etiquette company to determine its specific time.

Selected model articles of mobile phone marketing plan (II) I. Overview

The company has implemented chain sales nationwide. Now I am going to open a mobile phone chain store in xx. I have made a comprehensive investigation in this city and have a certain understanding of the cultural situation of this city. The company sent me to the city to investigate and develop the local market.

Through the investigation and study of the market in this city for xx days, I learned about the mobile phone market in this city, and completed the marketing plan of the company's chain operation in this city on xx day.

This scheme can help the company understand the mobile phone market in this city, and can also guide us to carry out actual marketing work in this city.

Second, the market analysis

(a) user analysis

1, target market

Through the market questionnaire, the results of random sampling show that most of our product consumers are people who pursue fashion and are at the forefront of fashion, mainly factory workers, students, newly graduated college students and young people who accept the forefront of fashion. Other elderly people and people with poor hearing will also become our customers.

Factory workers and young people buy our mobile phones in pursuit of fashion, and the consumption level is low, generally around xx yuan. Old people and people with poor hearing mainly value the effect of loud volume, good sound quality and clear font. Although the elderly have the ability to buy, they will not buy easily, but can enter the market in the form of family gifts. People with poor hearing are also the main consumers of this mobile phone. However, the premise of young people is that men are the mainstay, and the elderly do not need to consider gender.

2. Consumption preference

In the market survey, it is found that consumers are generally easy to accept middle and low-grade products. I like imported brand machines and domestic mobile phones with good quality. Consumers want personalized mobile phones, and they want specially customized mobile phones. The main purpose of consumers to buy mobile phones is to get in touch with the crowd, meet the needs of work and conform to the fashion trend. At most, a mobile phone is to make phone calls and send text messages.

3. Purchase mode

In the market survey, it is found that the time for the general public to change their mobile phones is about X years. The price is xx-xxx yuan. You usually buy a mobile phone in a specialty store or a supermarket. The most important thing is the function, brand and style of mobile phones, which has become the advantage of our chain enterprises to provide products that customers need.

4. Information channels

In the market survey, it is found that consumers know that a novice is mainly about TV, internet, leaflets and communication with classmates and friends. The effect of leaflets is poor, and consumers generally like the communication between classmates and friends. Television and the Internet can increase the popularity of our mobile phones among consumers.

Competitive analysis

At present, foreign brands on the market are: xx, etc. Domestic brands are: xx, etc.

Among these mobile phones, the more popular foreign brands are: xx, etc. And the more popular domestic brands are: xx and so on. These popular domestic brands are only a little more popular than other domestic brands. In fact, these popular domestic brands are far less than those of foreign countries. The mainstream brands on the market are basically foreign brands, such as xx. Especially xx, its price is relatively low, and it is resistant to falling, which is very popular with the public. And these brands of mobile phones are available in most chain stores.

Third, market opportunities and problems analysis

SWOT analysis:

Advantages: Special service.

Our mobile phone has the functions of entertainment, learning, financial management and other application software, and its price is low, which meets the requirements of consumer groups. Moreover, the mobile phones we bought here are also fully functional, such as camera, MP3/MP4, games, handwriting/button watching TV, surfing the Internet and so on, as well as some special mobile phone maintenance, such as mobile phone film and mobile phone beauty.

Weaknesses:

As we all know, we are worried about the handling of after-sales problems.

Opportunity (opportunity):

The mobile phone market is increasingly saturated, but customers' needs are diverse, and consumers mainly pay attention to the experience and functions of mobile phone purchase. The use of mobile phones has changed the product structure and people's lifestyle in the communication market, bringing great convenience to people's life communication. China has a large population base and the people's income level is constantly improving. On the other hand, the maturity of technology makes the price of mobile phones no longer sky-high. People sometimes like nostalgia, and retro style can become a fashion trend. However, according to the analysis of market competition, all major chain enterprises have turned to mobile phone services, which is the most basic, but the services in mobile phone value-added have not been involved. Competitive enterprises combine mobile phone brands (including well-known foreign brands and domestic mobile phone brands), with low price, multiple functions and long standby time. But we don't know what customers really need, so we can't let customers choose the functions they want, which wastes a lot of value for customers, that is to say, we can't choose functions flexibly, which brings competitive opportunities to chain enterprises enjoying value-added services.

Threat: As far as the current market situation is concerned, the mobile phone chain enterprises with big brands occupy a considerable market, so the pressure we are facing is still quite great. According to the analysis of market potential and the market consumption level of xx, our consumer groups are limited after all, and we must impress more potential customers with certain unique service methods.

Fourth, the marketing objectives

According to the results of market research, the sales volume that our chain stores should achieve three months before entering the market is mostly determined by the potential customer groups. The market share must reach X%-X% to improve the visibility of enterprises.

Verb (abbreviation of verb) market strategy

(A) sales channels

1. According to the investigation of a city market in xx, through research and understanding, it is found that the two sales modes of mobile phone franchise stores and home appliance chains account for the majority of consumers, and the above two channels can be the main modes.

2. Channel development

(1) Set up our showcase in the mobile phone franchise store, with a special person in charge of sales, wearing the uniforms provided by us, and taking charge of professional training, and implementing the commission system (selling one X point).

Distribution: Because these stores are mostly concentrated in downtown areas, we can distribute them equally, and each chain system has xx units. Our store can increase or decrease the distribution according to the situation. According to the information, there are about xx stores, and the company needs to provide about xx mobile phones.

(2) The way of establishing chain enterprises and distributing goods: set up their own counters like mobile phone hypermarkets, which are sold by our sales representatives, and the commission of promoters is as above.

Distribution: enter the shops in the bustling streets of the city center.

Promotion strategy

During the lead-in period, according to consumers' preferences, publicity can be carried out in the following ways:

1. Send street sign advertisements and leaflets.

2. TV advertisements. Advertising planning copy is as follows:

Advertising goal: improve the popularity of chain stores.

Advertising theme: fashion, vitality, passion and vitality.

Advertising slogan: xx.

Content: xx.

3. Newspapers: Introduce our mobile phones in the form of rambling.

4. Network: reach a business alliance relationship with commercial websites such as xx.

5. Promotion and sales of large and small activities.

There are many ways to promote sales in activities.

1) gift. Divided into physical objects and non-physical objects.

A. Physical objects: such as computer bags, cool summer sunglasses, T-shirts, watches, desk calendars, razors, etc.

B. Non-physical objects: such as mobile phone fees, Internet access fees and value-added services.

2) Lucky Draw

3) display

(3) product strategy (after-sales service)

In order to form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must establish high-quality after-sales service. (Attachment: after-sales service guide. For channel member training and internal staff use. )

(D) Price strategy

The unified market retail price is xx yuan.

1, the price for consumers is xx yuan, and gifts will be given along with the promotion activities.

2. Channel member, profit x%, price xx yuan. If each channel member achieves the sales target, return X points to show encouragement.

VI. Planning cost budget

A little.

Seven. Program adjustment

1. If the time is ripe, you can open your own shop and carry out related promotion methods.

2. According to market dynamics and practical factors.

3. Make corresponding changes according to the information reflected by the market,