Sales promotion plan

Time flies, time is slowly deducing, and there are new opportunities and challenges ahead of us. Now let's make a good plan. So do you really know how to make a plan? The following is the sales promotion plan I have compiled for you. Welcome to share it. Sales Promotion Plan 1

Foreword

xx Commercial City Project is a boutique property developed by xx Real Estate Development Company, which will become a classic work of new leisure real estate business in North District of xx City.

xx commercial city is located next to xx square in the north of xx city, which is a newly-built project of xx real estate development company. This project covers an area of 7, square meters. According to the current architectural design proposal, the project consists of three-story podium (including the negative floor) and two towers (four floors high respectively), with a total construction area of about 15, square meters, underground garage and equipment room construction area of more than 1,5 square meters, commercial podium construction area of about 8,5 square meters and tower construction area of about 6,5 square meters. The total investment of the project is about 18 million yuan.

after the previous market research and analysis, this project is preliminarily determined as a modern and multifunctional leisure shopping mall. According to this preliminary idea, combined with the current project status, this sales enterprise plan has made a systematic market positioning and sales operability analysis of this project. From the perspective of sales planning, it has made a comprehensive and operability discussion on the overall image packaging, sales organization and operation, market promotion, advertising strategy arrangement and sales promotion of the project.

first, the overall sales strategy of the project

The overall sales strategy is to carefully analyze, scientifically divide and accurately cut into the target market. By using the sales strategy in an all-round way, the added value of the project can be maximized, the maximum profit of the project can be obtained, and the corporate image and project image can be comprehensively established and enhanced. To sum up the overall sales strategy of this project, it can be briefly described as "five ones", that is, establishing a cutting-edge concept, advocating a wealth concept, refining a distinct theme, starting an avant-garde market and brewing a hot-selling storm.

ii. sales target policy of the project

according to the overall sales strategy of "five ones" of this project, the sales target policy of this project is formulated as follows, which is the perfection and enrichment of the sales work program of this project.

1. Establish a new concept: leisure shopping business.

2. Advocate a wealth concept: venture capital business, leisure shopping and stable return.

3. Refine a distinct theme: property-based shops and leisure businesses.

4. Start an avant-garde market: advocate "venture capital business and leisure shopping", abandon the oppression and constraints of traditional commercial pure shopping environment, mainly for young and cutting-edge consumer groups with their own personality, so that they can experience the leisure business environment and the shopping theme is clear.

5. brewing a hot storm: this project will upgrade the traditional business behavior to a modern brand-new leisure business, strive to promote the brand-new reform of commercial real estate market development, avoid the competition of traditional businesses, and set off a hot storm in a brand-new market.

iii. sales target and target decomposition

1. sales (investment promotion) target

2. sales target decomposition

iv. sales stage plan

according to the positioning of the project and the construction progress plan, the sales work is divided into four stages, and the focus of each stage is shown in table 8-5.

v. project sales opportunity and price

in order to better reflect the overall sales strategy and achieve the goal and policy in the follow-up sales process, the following sales opportunity and price are determined by integrating the project element resources and sales promotion and communication elements and combining the project positioning.

(1) Timing and attitude of the project entering the market

1. Timing of entering the market: According to the planning, project progress and sales preparation, opening during the housing fair in May of 2xx (or September of 2xx) can seize the opportunities of the housing fair in spring of 2xx and the May Day International Labor Day to set off the first start climax; In the National Day, 2xx Autumn Housing Fair, New Year's Day and other important periods set off a new sales climax.

2. attitude of entering the market: enter the market with the image of "wealth real estate, leisure shopping" in the whole city and even the northwest region, and create a brand-new concept of leisure business investment and management.

(II) Price Positioning and Price Strategy

1. Principles of price positioning: Price comparison method and comprehensive balance method are adopted.

2. Price positioning: The average selling price of the whole commercial project is 3 58 yuan/m2, of which the starting price is 3,328 yuan/m2 and the highest price is 4, yuan/m2.

3. price strategy: adopt the parity strategy of "opening low and going high", and take the first half year after the opening as the first stage of price adjustment (slight increase), with an average price of 338 yuan /m2, and the sales at the end of the session slightly decreased in disguise.

VI. Publicity strategy and media combination

(I) Theme of publicity strategy

1. Personality characteristics: "xx Commercial City Wealth Real Estate Investment Business" is the first and only investment concept in our city to promote commercial development from "building building products" to "creating a new leisure shopping way" and advocate "investing in wealth real estate and obtaining stable returns".

2. location transportation: this project is located next to xx square, with excellent location, noble residential landmark building and convenient transportation, and it is the first choice for the ideal commercial real estate investment environment in the northern region.

3. Value-added potential: Being located in the core area of the key development areas planned by the government, it has good development prospects, low acquisition cost and great appreciation potential, and is the first choice for investing in home ownership.

(II) Combination of publicity media

1. In the early stage of opening, the brand-new concept of "wealth investment and stable return" was deeply explored mainly by soft news and advertisements, and the media was mainly newspapers, supplemented by television.

2. Strong promotion period after the opening of the market: that is, the important period of project sales and promotion. The publicity media is mainly "trinity of newspapers, television and outdoor billboards", accompanied by related magazines, direct mail advertisements and other forms.

3. Image display period after the opening: In order to display the image, soft and in-depth excavation is the main method, and the media selection is mainly TV and newspapers, supplemented by forums, public relations, promotional activities, and project investment briefing sessions. Sales promotion plan 2

1. Marketing ideas:

Modern marketing tells us that successful marketing = effective communication. Judging from the current market situation of the company's specialty stores, because there is no print media (newspaper) and strong air media (TV) in the county-level market, it is difficult to effectively realize the brand image communication advantages of TV and the brand awareness communication advantages of newspapers, which leads us to be unable to use traditional mainstream media to build a communication platform with target customers.

in view of this, this case intends to comprehensively use DM post, member album, terminal promotion, square roadshow, jewelry special issue, SMS advertisement and other means of communication, and seek an effective ground promotion model through phased marketing, so as to achieve effective, long-term and interactive communication with our target customers, and at the same time, make our high-altitude media advertisements successfully land, achieve wide coverage of air media and precise guidance of ground promotion, so as to gradually enhance the brand's local promotion.

second, promotion time:

October, 2xx-June, 2xx

third, promotion means:

member's picture book

(1) communication channel: some members send it directly at fixed points, and some stores distribute it.

(2) Communication ideas: focus on the promotion of brand product strength, and establish a one-to-one interactive platform with target customers. With the deepening of communication, member database marketing gradually introduces promotional information release, customer information feedback, personalized service tracking, member points redemption, member periodic feedback and other contents.

(3) Communication stage: October 27: promotion of retro styles; December: Christmas goods promotion; January-February, 28: promotion of jade products in Spring Festival and diamond ornaments in Valentine's Day; March: the 5th promotion of diamonds; April-May: Promotion of wedding suits; June: Promotion of jewelry culture.

DM post

(1) Communication channel: direct mail, and some of them are distributed by employees.

(2) communication ideas: focus on the promotion of brand sales power, and release relevant information by combining staged product promotion and product promotion. At the same time, in view of the weakness of county-level market media, DM Post can target customers more widely and expand the influence of the brand. Therefore, it will also serve as a sharp weapon for us to expand the county-level market.

(3) Communication characteristics: Different from member's picture books, DM Post pays more attention to territoriality, which can be applied to the single-store marketing of our stores. Therefore, we can make targeted promotion contents according to different local markets.

(4) Communication stage:

December: Christmas goods promotion and promotion information, Rugao store's fourth anniversary celebration;

January-February, 28: Jade promotion in the Spring Festival, diamond promotion in Valentine's Day, and the anniversary celebrations of Jingjiang Store and Taixing Store;

March: the 5th promotion of diamonds;

April-May: wedding suit promotion, the second anniversary of Yizheng Store;

June: jewelry culture promotion. Sales promotion plan 3

I. Analysis of project conditions and plots

1.1 Project location

Nanhu Diwang: This case is located in jiawang district in the north of Xuzhou City, adjacent to Xiaonanhu, a key landscape in jiawang district City in the south, which is the only way to enter Jiawang City from Xuzhou City. The four boundaries extend to National Highway 26 in the east, Qinghong Road in Hubei Province in the south, Jiangjun Street connecting Jiawang Central Business District in the west, and Qiaoer Road in North Zhixia. The total land area is 641,37 square meters, and the plot ratio is 1.3. The area is mainly residential planning, which is in rapid development. Xiaonanhu has been developed into a beautiful park landscape, and a number of residential quarters with good grades and living environment are gradually being built around it.

1.2 landform, external traffic and project scale

The current situation of the plot is a relatively flat open space, with the overall terrain slightly lower than the surrounding roads and good building conditions. The total land area of the project is 641,37 ㎡, the total construction area is 894, ㎡, and the above-ground construction area is 694, ㎡, including 584,6 ㎡ for residential buildings, 19,4 ㎡ for commercial facilities and 2, ㎡ for underground construction.

1.3 Analysis of project resources (sorting out selling points)

Lot value-Jiawang government focuses on building a small South Lake landscape area, which is 1.5 kilometers away from Jiawang city

Prospect value-Xujia Expressway was opened to traffic at the end of the year, and the status of the city's sub-center is highlighted, and the regional growth prospect is thriving

Life value-out-of-print small South Lake landscape, surrounded by Huadu Park and Xiaqiao Park, three. Out-of-print park life landmark

planning value-south of the city core area, advanced community supporting, Jiawang highest standard

ecological value-Jiawang green lungs, superior nature and environment, good place for health, old-age care, leisure and relaxation

investment value-high value, low price. The project is located in the noble living area that Jiawang focuses on, with great appreciation potential

Product value-high quality, innovative apartment type, and powerful luxury products supplement the insufficient supporting value of Jiawang luxury house market

Supporting facilities such as primary schools, kindergartens and commercial centers are planned to be built in the residential area, and there is a golf course

scale value-Jiawang Diwang, The brand value of the first phase of the large-scale market with a high-speed development area of Great South Lake, low density and a scale of one million square meters-Straits Real Estate successfully developed the project of Southeast County of Xuzhou and Manqiao Family, and won a good market reputation

Second, SWOT analysis of the project

2.1 Advantage analysis

Landscape advantage-the project is surrounded by Xiaonan Lake Scenic Area, Huadu Park and Xiaqiao Park. Out-of-print park life landmark

location advantages-south city core, Jiawang gateway, noble living area of South Lake, leading all-round life

product advantages-noble European architecture, powerful innovative products, high living comfort

investment advantages-high value, low price and huge appreciation potential

planning advantages-the government will build South Lake into an ecological moonlight economic zone in Xuzhou metropolitan area. High-end facilities such as the clubhouse golf course will be put in place one after another

scale advantage-Jiawang Diwang, the plot is complete, and the first quality brand in northern Xuzhou

2.2 disadvantage analysis

The property right of the plot-the early development of the project is delayed, and the sales office of Taihu Pearl Garden is set up on the plot in this case, and the ownership of the property right is disputed

Project cognition-South Lake is in the market and Strait is in Jiawang, and the cognition is insufficient. Jiawang project is not attractive to customers in urban areas

Jiawang market-the capacity of chemical transformation is limited, and the consumer groups have not increased significantly, but the supply of regional real estate has been multiplied

Living facilities-the area environment is really beautiful, lacking necessary living facilities, and the commercial level is low

Topography-the plot is the subsidence area of the original Hanqiao coal mine, and the building conditions are not very ideal. And the customers in Xuzhou City are more resistant to Jiawang's project.

The environment of the district-Nanhu market is not well understood, and the surrounding industries are swallowed up by small industrial areas and urban residents.

The investment cycle is not conducive to improving the project value. The national macro-control is tightened, and the property market is in a weak period. The investment period is relatively long

III. Project positioning

Original positioning: one lake/one city/one world Xuzhou's first 1,-acre lakeside ecological community

Relocation: south of the city core/one million square meters/park city, the most valuable villa in Xuzhou (stage).

3.1 Market positioning

Established goal: Jiawang is the best-project brand and Jiawang brand in Taiwan Strait

Bottom line goal: the top of the unit price pyramid of various property types in Jiawang

High goal: to surpass Jiawang price system and become a district rulemaker

3.3 Image positioning

Overall case: Hushangcheng

SLOGAN: Discovery. A thousand acres of lakeside market, privately enjoying 29 acres of wetland park, hidden in Nanhu Lake. The pastoral landscape is as quiet as poetry and painting, which is a quiet exile to prosperity. Live in the city and realize the lake residence. In the evening, I walked in Shui Yunjian, with clouds in the sky and water on the ground, watching the color of Tianshui. Life has been moored by the lake since then.

Top floor: South Lake Guanlan

SLOGAN: View the South Lake and have a bird's-eye view of the world

Guanlan, which is taken from Mencius' "If you have the skill to view the water, you must watch its billows". The elite has its own vision of the pattern, and Guanlan is a kind of attitude towards life, casual, indifferent and free and easy, revealing the life interest of seclusion. Push the window to see the lake, sit idly and watch the billows, and highlight the artistic conception of waterfront life. Wise men enjoy water, and the name of the case is more humanistic.

villa: Nanhu residence

SLOGAN: opening a new era of lake residence

Nanhu secluded place, residence. The lake is getting brighter, the vegetation is pleasant, and the years are quiet. People who talk with the wind and cloud entertain guests in this quiet place with lake light and wind, which is envied by people far away from the water. Mansion refers to the residence of the upper class in the city, which makes people look at it from the name of the case