Market planning plan

Marketing planning plan (1)

1. Project background

China (Hangzhou) XX Group Company is a large enterprise group with the characteristics of a modern enterprise. It is famous at home and abroad for its production and operation of modern Chinese patent medicines and health care products.

However, due to the aging of the product structure and the single marketing method, Dengfeng's overall product sales are in danger of declining. In order to fundamentally change this unfavorable situation, after careful preliminary market research, it was decided to use the development of the company's new product Dendrobium officinale granules to introduce external brains to carry out overall planning and promotion of the new product of Dendrobium officinale.

2. Planning Objectives

It is hoped that through the introduction of the marketing planning of this case, China's Dengfeng Health Products can successfully market the new product Dendrobium officinale granules and drive the sales of other products of the company. market sales, thereby strengthening the company's overall terminal sales team and brand image, and focusing on the following goals:

1. The initial main market will be the provincial capital Hangzhou. After the Hangzhou market is stabilized, it will then expand to the provincial capital. Penetrate into other areas within the country or outside the province.

2. Through 8 months of effective market planning and promotion, the new iron sheet sales revenue reached 15 million yuan.

3. Strengthen the existing terminal sales team through 8 months of effective market planning and promotion.

4. Through 8 months of effective market planning and promotion, enhance the brand image and brand trust of XX Dengfeng.

5. Strive for 8 months of effective market planning and promotion to establish the market position and reputation of XX Summit Iron Board.

6. After completing the successful promotion of iron sheet products, carry out packaging and brand integration for other brands of the company.

3. Planning strategy

It took half a month to conduct a detailed and thorough investigation of the existing 180 terminals of Dengfeng;

It took a month During the period, we conducted random interviews with hundreds of Dengfeng consumers;

Conducted in-depth product knowledge and market trend interviews and research with iron sheet development experts;

Interviewed a certain Dengfeng customer Conduct in-depth interviews and questionnaire surveys on the ideological trends of all employees of the company;

Conduct interviews and surveys on the existing dealer network of a certain Dengfeng company;

Conduct interviews and surveys on the largest competitors in the product market" "Lizuan" conducts comprehensive and detailed research;

Follow-up research on other competitors that have entered the market, such as "Minkang" and "Tongjun", etc.;

Conduct potential competition that is about to enter the market Competitors conduct market search research.

After extensive and detailed research, some of the market background of this case gradually became clear.

IV. Market Environment Analysis

Looking at the Hangzhou iron maple bucket product market, the following characteristics are obvious:

The number of product varieties and brands is still small; < /p>

The product market has not been segmented because it is not saturated;

Iron sheet products have no clear product positioning;

The pioneer "Vertical Diamond" brand iron sheet Fengdou Jing's series of products stand out;

A few follow-up brands are forced to be on the defensive due to the strong competitive advantage of "vertical diamonds";

Over the years, the sales of Tiepi Fengdou products have increased significantly. Partly produced in the gift market;

Tiepi Fengdou products have strong consumer awareness, but due to high prices they are limited to high-end consumers;

Tiepi Fengdou products exist in the minds of consumers A certain crisis of confidence.

5. Industry environment analysis

Due to the high requirements of natural Dendrobium officinale on the growth environment, the price of Dendrobium officinale has been high due to the influence of supply and demand for many years. However, Zhejiang Emperor Pharmaceutical's vertical drill Tiepi Fengdoujing took the lead in the market because it was the first to establish a Dendrobium officinale cultivation base, and used this as a commanding height to attack the followers.

Even so, Tiepi Fengdou’s huge market space still attracts many brands to try to get a piece of the pie.

According to some reliable market information, the current Tiepi Fengdou product market is about to experience a storm.

On the floor: Some companies that have produced Tiepi Fengdoujing, such as Zhejiang Minkang, Tongjunge Pharmaceutical Factory, Senshan, Lei Yunshang, etc., are deliberately planning to make greater market moves.

Off the market: More powerful companies and brands have been eyeing this hot market, preparing to invest money and manpower to produce iron sheets and compete for market share.

It can be foreseen that in the near future, the market for the product Tiepi Fengdou will be in a war due to the re-division of market share!

6. Analysis of brand status

As a brand with decades of history, Dengfeng brand currently has the following advantages and problems:

Brand advantages

(1) The brand has a long history and has good brand awareness in the province;

(2) The parent brand XX has strong brand strength and brand influence; < /p>

(3) It has a well-developed dealer network system;

(4) It has good cooperative relations with more than 180 supermarkets and pharmaceutical terminals;

(5 ) has a marketing and promotion team that is active on the front line of the terminal all year round.

Brand Problems

(1) Dengfeng brand has a certain brand aging phenomenon;

(2) Dengfeng series products have never had a product image Integration;

(3) The image of Dengfeng Dendrobium crystal products entering the market has not yet been clear;

(4) How to create the unique product personality of Dengfeng Dendrobium crystal;

< p> (5) How to face the market sniper from the product market leader;

(6) How to take precautions to complete the market segmentation of the product market;

(7) Complete the corporate marketing team Can we successfully fight the tough battle at the terminal after integration?

(8) There is no sales director in the direct selling market, and the execution of marketing measures is weak;

(9) How to use the advantages of the parent brand to make Dendrobium officinale quickly gained market recognition.

VII. Positioning measures

(1) For the regular consumer market, the product is positioned as "diamond supplements";

(2) For the gift market, the product is positioned as "diamond supplements" "Precious gift";

(3) The main slogan is "I rely on it to do things".

3. Develop corresponding price strategies focusing on market key points for market leaders. (The prices are divided into three types: gift, ordinary and regular).

4. Adopt the packaging strategy of "high-end packaging" and use new materials in production to strengthen the product image.

5. Make preparations for the development of product series and integrate the overall product image of the Dengfeng brand in a timely manner.

6. Develop outdoor advertising promotion strategies for all terminals.

7. Develop large-scale terminal promotions to promote brand product promotion interactions.

8. Formulate a plan for large-scale public relations promotion activities in the city center square.

9. Develop unique special sales for some special groups.

10. Organize the "Double Ninth Festival Peak Climbing Event for Ten Thousand People" to enhance brand reputation.

8. Market Strategy

At the end of May **, after a thorough preliminary research and analysis of the consumer market, the following basic planning ideas were put forward:

1. Login Feng Nutritional Health Products Company uses the parent brand XX to carry out brand integration (produced by XX·Dengfeng).

2. Determine a clear product positioning (there is currently no clear product positioning in the iron sheet market).

9. Planning and implementation of this case

After three months of in-depth research and careful planning, the product was officially launched on August 25 of the same year. After a Mid-Autumn Festival hot sales (the total number of terminals in the Hangzhou market alone reached 500,000/day), XX Dengfeng Ironpipe successfully occupied the market and was widely recognized by dealers and consumers. XX Dengfeng Company recovered its initial investment cost in just four months.

It is estimated that by the Spring Festival of 20XX, all terminal sales returns will reach 28 million yuan, which greatly exceeds the expected target of market planning.

Market Planning Plan (2)

China’s beverage market has huge potential, growing at an average annual rate of 10% from 20XX to 20XX, with annual output reaching 22.6 million tons in 20XX. It is expected that It will reach 37 million tons in 20XX. In 20XX, China's beverage output reached 20.25 million tons. There were 825 state-owned and non-state-owned industrial enterprises with annual sales revenue of more than 5 million yuan in the industry, with total assets of 60.4 billion yuan, sales revenue of 55.15 billion yuan, and total profits of 3.97 billion yuan. According to statistics, in 20XX, the production of drinking water was the highest in my country's soft drink market, but carbonated drinks still took the lead in sales.

1. Market Analysis

1. General Market Direction

With the improvement of living standards of our country’s residents and changes in consumption concepts, beverages have changed from the past Luxury goods turn into daily necessities. According to statistics from the China Beverage Industry Association, the total beverage output of China's beverage industry in 20XX was 14.91 million tons, an increase of 25.7% over the previous year. The beverage industry has maintained a momentum of rapid growth for 21 consecutive years. At the same time, the domestic beverage market's demand for varieties has also increased. Change is happening. In 20XX, the output of bottled beverages reached 5.54 million tons, ranking first, carbonated beverages reached 4.2 million tons, ranking second, and tea beverages reached 1.85 million tons, ranking third. Tea beverages are the fastest growing among all beverage categories. . This year, the brightest scene in the beverage market is tea beverages, known as the "upstart beverages". With the emergence of tea beverages and the prosperity of the market, the beverage market in the 21st century will be the century of tea, and tea beverages will become the "King of Beverages". Behind the scenes of people tasting refreshing and delicious tea drinks, the tea drink market is in turbulent times and a fierce battle is underway.

From the overall environment, my country's tea beverage industry has a very strong development momentum, showing a rapid growth trend. The market penetration rate has increased rapidly, and the entire tea beverage market has entered the mid-growth period. Before 20XX, Master Kong, Tongyi, and Xuri, which had a large share of the market, were three-point tea beverages in the world. But now, Master Kong has gained the most, Xuri ranks second, and Tongyi ranks third. Master Kong occupies the dominant position in tea beverages; it is the brand with the second highest market penetration rate growth. Ting Hsin Group, which produces "Master Kong" tea beverages, is undoubtedly the biggest winner in the tea beverage market this year. The predecessor of Ting Hsin is Ding Hsin Oil Factory, which was founded in Changhua, Taiwan in 1958. It began investing in the mainland in October XX. After 10 years of development, the Ting Hsin Group currently has a total investment of US$1.2 billion in the mainland and owns 55 affiliated companies. Operating company, 34 factories, 3 mass merchandisers, 31 fast food restaurants, and nearly 100 employees. In recent years, the market sales of "Master Kong" beverages have doubled every year, and tea beverages have grown at a high rate of more than 100%.

As our new brand of forget-me-not flower tea, can it have a place in the market? This is a crucial one for us. Master Kong has all problems. We can use forget-me-not tea to clear away heat and detoxify, clear the heart and improve eyesight, nourish yin and kidneys, nourish the skin and beautify the body, nourish the blood, promote metabolism of the body, delay cell aging, improve immunity, clear the liver and improve eyesight. , nourishing yang and kidney, nourishing blood and regulating menstruation. Healthy tea drinks can beautify and whiten, clear fire and improve eyesight, especially healthy tea drinks that have a certain effect on eliminating freckles and acne.

2. Competitor analysis: At present, the trend of brand concentration in the domestic tea beverage market is relatively obvious, and the market share of the top ten tea beverage brands in sales exceeds 96%. Among them, Uni-President, Master Kong, Kirin, Wanglaoji, Suntory and Nestlé have a market share of about 90%. It is precisely because of its optimism about the future development prospects of tea beverages that "Liangle", which made its fortune in carbonated beverages, has also turned to the tea beverage market in response to market demand.

The tea beverage market has staged the "Romance of the Three Kingdoms" and has entered the stage of monopolistic competition. Although the tea beverage market has emerged and the three major brands have jointly controlled the market, there are still many Enterprises are making every effort to follow up and seize market share.

This summer, the beverage giant Coca-Cola, which has always been famous for its carbonated drinks such as Coca-Cola, not only launched an unprecedented diversification banner in China, but also seemed to get involved in all tea beverage varieties in China overnight, launching the "Lan Feng" series of teas beverages, at the same time, Coca-Cola Company has internally set a market target for "Lanfeng" tea to surpass "Master Kong" and "Tongyi". When Coca-Cola Company's green tea first entered the Shanghai-Hangzhou market, Hangzhou Wahaha Group announced its involvement in tea beverages. In May 20XX, it launched a series of special beverages. Robust, Huiyuan, Chundu, Coconut Tree, Lulu, etc. have also started In the tea beverage industry, they have launched their own tea beverage series. Even Tsingtao Brewery, the leader in the domestic beer industry, has begun to cooperate with Japan's Asahi Company to produce oolong tea. Industry insiders say that tea beverages will set off the third wave of beverages in my country, even replacing drinking water, competing with carbonated beverages that have been developed for many years for market dominance. At the same time, due to the all-out efforts of the three giants, Coca-Cola, Master Kong and Uni-President, the "tea war" between the three Japanese manufacturers, Suntory, Kirin and Asahi, to seize the Chinese market is in full swing. The fierce battle in the tea market has become a hot topic in the industry. *Known facts. Where there is a market, there is competition, and where there is competition, there is innovation and development. Led by Master Kong, which has the largest market share, Unified Secondly, the competitive advantages of these two major brands are very obvious. To stand out among these two pillars, you need to be distinctive. Forget-me-not tea has this advantage in nourishing the body and mind, and beautifying the skin. .

3. Consumer analysis:

The survey shows that the proportion of women who drink tea drinks most often is slightly higher than that of men. This is because female consumers pay more attention to the health and fashion features of tea drinks. Not unrelated, in addition, the main reason why more women than men choose tea drinks is that drinking tea drinks without gaining weight is one of the reasons why women prefer tea drinks more than men because they have a higher awareness of the health-care properties of tea drinks. Moreover, consumers aged 15-24 are the main target consumer group for tea drinks, followed by consumers aged 25-34. These two age groups have become the main consumers of tea drinks, and are the main consumer groups of carbonated drinks and packaged water. Not much difference. It can be said that unique taste and fashionable products are the main reasons why tea drinks attract consumers aged 15-24. Among heavy tea beverage consumers aged 15-24 years old (drinking tea beverages 4 times or more per week), more of them drink Uni-President tea beverages than Master Kong, while heavy consumers aged 25-34 years old tend to drink Master Kong tea beverages more .

Different lifestyles lead to different choices of tea beverage brands. Consumers who prefer things that are good for health and beauty are more likely to choose Tingyi brand, while those who like to pursue fashion, fashion, novelty, like to buy foreign brands, and are very particular about diet are more likely to be consumers of unified brands, such as rising sun. Most consumers are more willing to buy domestic brands. Different consumers have different taste requirements for tea drinks. What we propose with Forget-Me-Not Flower Tea are healthy and safe tea drinks that meet the needs of various groups of people, mainly young people and middle-aged and elderly people. People, especially female customers, are more attracted to their consumption habits, thereby guiding other groups of people.

2. Product Analysis

"Natural, healthy, and returning to nature" has become a consumption trend for a healthy lifestyle for more and more consumers. The reason why tea drinks suddenly become "popular" is because they meet the needs of consumers, and the consumption method of tea drinks meets the requirements of modern lifestyles. The characteristics of tea drinks can be summarized as "three lows": low in calories, low in fat, and low in sugar. They are natural, healthy, thirst-quenching, and refreshing. They are more refreshing and thirst-quenching than carbonated drinks, more pleasant and flavorful than water drinks, and have a refreshing and elegant fragrance. , endless aftertaste, rich in health care ingredients, and has nutritional, health care effects and functions of relieving summer heat and quenching thirst. One of the reasons why tea drinks have become popular is the rising income levels of people in their 20s and 30s. With the increase in disposable income of the younger generation, most consumers believe that although PET bottle drinks are slightly more expensive, they feel more "chic" and "fashionable". People who like fashion, fashion, and novelty tend to choose tea beverages. Another reason is that people's health awareness has increased. In the past, carbonated drinks such as Coke had an absolute advantage in the refreshing beverage market, and highly sweet drinks were also popular among non-carbonated drinks. In 20XX, the development of tea beverages will extend to herbal tea, plant tea (such as traditional Chinese herbal tea, bamboo leaf water, fruit tea) and other products.

The tea beverage market will also enter a new stage of development, that is, starting from the concept of health and increasing the true content of tea in tea beverages. There is still a lot of room for the tea beverage market. The entry of Jianlibao, Coca-Cola, and Pepsi also illustrates this point. . Among the many beverages, only tea beverages can be truly connected with Chinese culture. It can be said that tea beverages still have great potential. The reason for airport advertising is that "people think that since they pay for it, the higher the nutritional content, the more cost-effective it is." However, as the lifestyle centered on the high-income class gradually became European, women began to care about their weight. Since losing weight has become a fashion, tea drinks with low sweetness are naturally accepted by people. Undoubtedly, it is precisely because tea beverages meet the functional and psychological needs of contemporary consumers that they have developed so rapidly in a short period of time.

According to industry insiders, tea beverages were the fastest-growing beverages in European and American countries in the 1990s and were regarded as new-age beverages. In Taiwan and Japan, tea beverages have surpassed carbonated beverages to become the largest market Regarding beverage varieties, 95% of Taiwan’s beverage companies produce tea beverages. In recent years, China’s tea beverage market has grown by more than 300%. Tea beverages have become the third largest beverage after carbonated beverages, with rapid growth.

Our forget-me-not flower tea is brewed with forget-me-not flowers, honey and roses, which is natural and healthy. Our forget-me-not flower tea, which is positioned as healthy, fresh and beautiful, not only fills a gap in the tea beverage market, but it is also an opportunity to launch tea beverages in this food safety environment.

3. Promotion survey

1. Advertising goal: seize the largest share of the market, increase the market share of forget-me-not scented tea by 3%, and let more people know about forget-me-not Brand of scented tea, establish brand image, enhance visibility, expand share, and achieve goals.

2. Advertising positioning: In a healthy, natural and fresh advertising form, it shows modern people’s pursuit of safe and healthy tea drinks, so that consumers can understand forget-me-not tea and stimulate consumers’ desire to buy , understand the needs of advertising audiences, focus on the psychological appeal of advertising - health, so as to attract consumers in terms of advertising effects.

3. Advertising strategy

(1) Target market strategy

1. Product segmentation: Divide the entire tea beverage market into several sub-markets. Do not Self-forgetting flower tea is a type of tea beverage.

2. Product positioning: Forget-me-not tea is a healthy, natural, safe and chemical-free beverage. This beverage is unique in the market.

3. Product selection: Select the entire Gansu market, sell in each city, and select accurate target groups.

(2) Product life cycle strategy

1. Introduction period: When our forget-me-not scented tea first entered the market, we needed to use a lot of advertising and penetration strategies to achieve the goal as quickly as possible. A strategy to seize the market as quickly as possible and achieve the largest market share.

2. Growth period: For forget-me-not scented tea in the growth period, we should seize the opportunity, maintain strong sales vitality, improve product quality, add new product features, and use advertising strategies to persuade consumers It is established with consumers' repeat purchases as the core.

3. Maturity period: Focus on reducing and increasing the influence of advertising on consumers, improving products to a certain extent, changing combination strategies, and increasing promotional methods.

4. Recession period: Gradually give up, develop an organized schedule, plan to gradually reduce production, and change customers' usage habits in an orderly manner.

IV. Advertising appeal strategy

1. Appeal target: only for current consumers’ requirements for food health, we should target advertising appeals to the majority of consumers who need health .

2. Appeal content: Don’t forget me when things are not smooth, please don’t forget our sincere love for you

3. Appeal method: Comparison method: Use it on consumers Compare the before and after effects to understand their needs, compare brands, and see which brand consumers prefer.

5. Advertising Slogan

1. Savor the fragrance and look forward to happiness

2. Tea clears the mind and the fragrance of flowers moistens the heart

3. Green drink, natural scented tea! Drinking natural scented tea brings you one step closer to beauty!

6. Advertising performance strategy

1. Creative performance of print advertising: blue flowers of forget-me-not flowers bloom on the green riverside, the sky is so blue, the clouds are floating gently, the sky Flowers of the same color were swaying gently in the distance, and a girl wearing a white linen dress was holding a cup of forget-me-not tea in her hands and looking toward the sky with melancholy and expectant eyes.

2. Media advertising strategy: First, we invite experts to identify our products, and then vigorously promote them, let people try scented tea, and advertise more.

7. Advertising media strategy

1. Broadcast in front of the Gansu TV evening theater, 30 seconds at a time, every Monday to Friday.

2. It will be broadcast at 19:40 during Gansu weekends, 30 seconds at a time.

8. Promotion strategy

1. Theme: seeking health, pursuing nature, savoring life, and striving for safety. Even if we leave the water of life, the light of life, and the essence of life, we are still as beautiful and the flowers are as before.

2. Content: In this environment of rapid economic development, the tea beverage market is becoming increasingly perfect and expanding, but safety and health awareness is not only declining, but various health problems have repeatedly appeared, which makes us have a negative attitude toward tea. The prospects of the beverage market are worrying. In this environment, we have introduced forget-me-not flower tea to the entire market.

3. Time: August 20, 20XX - December 25, 20XX

4. Plan:

(1) In advertising On the Internet, our ads will be broadcast during prime time and our ads will be published in Metropolis Daily.

(2) Divide the market into three markets and carry out promotions in these three markets.

(3). Display our new products at the counters of major shopping malls, and provide free tastings, and collect opinions to understand the tastes and needs of the public.

Marketing planning plan (3)

1. Planning goal: to enhance Chaohua’s current visibility and influence in the market.

2. Plan operation steps and procedures

Collect more than ten large electric vehicle companies in the electric tricycle industry, and investigate to find out which manufacturer's motors are used in the electric tricycles of this factory. Then carefully explore whether there is space to install billboards on the opposite side of the factory gate (across the road), or if there are private houses opposite, that would be best, and a wall would also work.

1. Most of these large factories are only on the roadside. If a billboard is erected on the open space opposite the factory, the road administration department will definitely not allow it and will impose a fine. But I firmly believe that nothing is impossible. On the one hand, I spend a little money, and on the other hand, I add some super flashy reminders on my billboards: "Warn drivers to drive safely and take care of roadside flowers and plants" and other public welfare slogans. These words don't take up much space but they give the road administration department a reason not to clear them out.

2. Private housing is a little easier to deal with. Just buy some gifts or give some money to explain your intention, and it’s almost done. Choose the most suitable wall or open space (the owner is willing to agree, but if he doesn't agree, it will be done through hard work, and if it is really hard to do, just give some sweet things to try and you will be able to get it done). Measure the dimensions to facilitate the subsequent work. Note: It is necessary to verbally explain that only our family is allowed to be placed in this position, and the latter's plundering is not tolerated. If necessary, you can sign a contract and rent it year-round.

3. If it is a fence for factories, mines and other enterprises, some effort must be put into it. Ask the doorman and other factory staff about the personal situation of the factory owner to see what the owner likes. He likes to drink tea and give boxes of tea leaves. If he is a money addict, give him a God of Wealth or a decoration that symbolizes wealth. He was a man of letters, and the "ritual" of giving two books was practiced all over the world.

3. Advertising production requirements

1. The advertising layout must be designed in a unified manner, and what materials should be selected according to different site conditions and specifications.

2. The advertising layout must be designed by three different advertising companies, one of the three.

3. The layout content is indispensable, and it is necessary to add a super-hua own advertising slogan! And this slogan must be highlighted. I can help you consider and refer to it when formulating this slogan!

4. The content of the layout must be eye-catching. At first glance, you will know that this is a company that produces motors and its name is Chaohua!

IV. Analysis and prediction after the implementation of the plan

People’s purchasing behavior has three necessary processes: first, knowing and understanding; knowing the existence of the product through some way or means; Second, there is a tendency to purchase; under certain necessary circumstances, you need this product to meet your own needs, and the first thing you think of is the product you already know about, which is the first step that determines the later development; third, buying and selling conversations? Decide to buy or leave. The erection of this billboard will be of great benefit to you and your company. On the one hand, dealers who visit the factory to place orders will see this billboard at first sight. Over time, they will surely gain unexpected benefits. In addition, this billboard can also be used as a cash cow. This position can be provided to other suppliers who want to enter this manufacturer to advertise and collect fees to make profits! Profitable if done properly can be huge!

My biggest worry and concern is that if the billboard is erected, it will definitely be resisted by the motor manufacturer that supplies motors to this factory, and some unethical acts of destruction will be taken! Therefore, this must be considered carefully, otherwise the ant nest will collapse if you are careless and lose Jingzhou!