New product promotion activity plan

A full working life, inadvertently passed. Have you set the work goal for the next stage? Take immediate action and write a plan book. So what is the format of the plan book? The following is the new product promotion activity plan book I collected for you. Welcome to share.

New product promotion activity plan 1 I. market survey

Market research should be done before new products are promoted and listed. Market research helps our company to understand the market situation and find and use market opportunities.

Competition 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 occupy a large market share, from the reaction of some domestic mobile phones after listing, consumers are not very strong about famous brands in the mobile phone industry. As long as the functions are perfect and the prices are reasonable, they will be welcomed by the market. Therefore, the competition in the mobile phone market mainly depends on who can cater to customers' psychology, constantly introduce new products that are deeply rooted in people's hearts according to market development and different time and place, attract consumers' attention and stimulate their desire to buy. Coupled with a strong promotion strategy, it will definitely trigger a buying boom after the new machine goes on the market.

Our company can also use direct interviews as the main method, supplemented by indirect market questionnaires to conduct market research.

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

When using questionnaires, we should pay attention to attracting the curiosity and interest of potential consumers to 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 define the product positioning and strive to create differentiation.

The function of differentiation is not only to make consumers realize the difference between our mobile phones and ordinary mobile phones, but also to make consumers think that our products are very 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 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 development was "to be the second dairy industry in Inner Mongolia". Today, I finally got even 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.

Fourth, price positioning.

Take Nokia mobile phone 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, they are very few, and most high-end consumers are still keen to consume middle-priced models. On the first day or the first week or even the first month, the price of a new product can be set as low as that of a general mobile phone to attract more potential consumers. At the end of the promotion period, the expected pricing will be restored with the high cost performance provided by the mobile phone price of this product.

Verb (abbreviation of verb) brand positioning

World famous brands have their own brand stories. Since our company takes our company's model as the brand, it is necessary to tell a brand story with the color of this model, preferably the story of celebrities 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, which invisibly shapes a good company image in consumers' hearts.

If you choose to publish on holidays, it 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 to cater to their psychology and achieve the purpose of debut promotion.

(1), appearance: beautiful and fashionable, it is best to use bright colors to attract attention;

(2) Functions: define functions according to young people's preferences and habits, such as powerful games, and support 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. Some functions of business mobile phones, such as sending and receiving emails, can be ignored. In this way, the research and development cost of the new machine is not high, and it can occupy an advantage in price.

Sixth, promotion means.

1, pre-publicity:

Entering the campus half a month before the start of the winter vacation, the first shot of the new machine was fired. During this period, we mainly instilled the information of the new machine into their lives, forming a preliminary foreshadowing, and let everyone realize that our brand is about to launch a new mobile phone and has already advertised. With this awareness, they will naturally think of our brand when considering buying a mobile phone. The main forms of activities are:

(1), sponsor student activities in universities, draw the brand closer to students through activities that are deeply rooted in people's hearts, and publish information about new mobile phones in them, so that they have preconceived ideas. For example, in the middle of a party, the business representative expressed his wishes to the students and said, "In order to help you use fashionable but low-priced mobile phones, we have specially developed a new mobile phone. Welcome everyone to pay attention to this mobile phone." Or publish information such as the model of the new mobile phone in the form of a banner on campus. Of course, considering the examination arrangement of the school and other factors, this activity should start ahead of time;

(2) Entering the middle school market, considering that the scale of middle school activities should not be too large, try to publish information in the shopping malls around the school or places where advertisements can be published, thus forming a huge publicity in the surrounding area, affecting students' activities and causing visual impact;

2. Shopping mall activities:

(1). Promotion: Make a feasible promotion strategy according to the cost. For example, students can enjoy certain discounts when purchasing this machine with the university admission notice; Middle school students can enjoy certain discounts with their student ID cards; Other young people do not enjoy preferential prices, but they can get free gifts, which can be mobile phone accessories, mobile phone cases and so on. Electronic products printed with brand logo, or other brands such as card readers that cooperate with our company;

(2) Game: Choose a mobile phone.

3. Activities outside the mall:

(1), forum

(2) Joint marketing and sponsorship of sports events.

4. Promotion is usually beneficial to consumers. Companies should not pay too much attention to short-term costs, but should consider long-term benefits. Promotion is conducive to improving product awareness and increasing sales.

(1) Coupon: Every time consumers spend a certain amount, they will give a certain coupon to stimulate the growth of product sales.

(2) Giving away free goods: The company can stipulate that every time consumers buy a mobile phone, they can attach mobile phone accessories.

Give gifts to attract and cultivate more consumers.

(3) Discount: This method should be adopted during holidays or celebrations. Don't take too many discount activities, so as not to leave consumers with a bad impression that the company's products are of poor quality and can't be sold, and they are frequently discounted after the backlog. For example, the discount on May 1, 11 and New Year's Day is not only a simple business activity, but also allows consumers to have respect and goodwill for the company, thus cultivating more loyal consumers.

(4) Advertising and Internet: Considering that our company is not very large at present, the advertising cost is too high. Our company should avoid high-cost advertising platforms such as TV, portals and newspapers. Our company can set up its own website to display its main products, which will not only help reduce advertising costs, but also attract more customers.

Catalogue of new product promotion activity plan 2:

I. Purpose of Listing (Preface)

Second, the market background analysis

Third, the SWOT analysis of the existing products of enterprises

Fourth, new product description and core interest analysis

Five, the new product listing schedule planning

VI. Allocation Schedule

Seven. access &； What kind of promotional activities are consumer promotions?

Eight. propaganda

Nine. others

I. Preface:

With the development of economy, people's consumption characteristics of pursuing personalized and diversified values have become increasingly prominent. At present, the drinks consumed by consumers mainly include beer, soft drinks, red wine, fruit juice and mineral water. Among them, drinks and fruit juice are the main varieties consumed by women. Most women think that beer itself is "unpleasant, astringent and unpleasant", which affects the integration of consumers and the environment to some extent. Carbonated drinks solve the "astringency" of beer, but they do not meet the demand of "containing alcohol". This product set foot in the blank area between carbonated drinks and beer, and solved the problems of "astringency" of beer and "alcohol-free" of drinks. At the same time, it highlights personalized, noble and romantic information to effectively meet the psychological needs of female consumers at present.

Market Target: A brand-new health-care fruit juice beverage, which is carefully developed according to the unique drinking habits and nutritional status of modern women. In order to quickly occupy the market, let consumers remember that the purpose is achieved through promotion planning.

Second, the market background analysis:

1, analysis of the overall trend of liquor market

At present, the development of fruit wine industry in China is still in the stage of extensive management, and many technological practices are still copying wine and health wine, and no unique products have been formed. Therefore, to develop fruit wine enterprises, it is necessary to create their own characteristics in technology. For example, we can make different fruit wines that can fully reflect the original flavor of fruits according to the different sugar contents of various fruits. Avoid similarities.

Qingyuan liquor market is good, mainly liquor and foreign wine, but the red wine market is not very open, including Maotai, Wuliangye, Gumianchun, LU ZHOU LAO JIAO CO.,LTD and Jiujiang, Yuan Hang, and foreign wines include Hennessy XO and remy martin. The cultural awareness of fruit wine is not high, so the market potential is good. And there are many trusted large supermarkets in Qingyuan. The business keeps moving forward.

2. Consumer analysis

With the improvement of people's living standards, people pay more attention to nutrition and science in diet, and pay more attention to taste and personality. Nowadays, blind consumption has been replaced by rational consumption, and fruit wine has great development space. Its processing should not destroy the nutrition of fruit, increase more nutrition, make it easier to absorb, and attract consumers' attention with its health care function. Greatly improved the quality of fruit wine. From ordinary citizens to high society, from small cities to large and medium-sized cities, from rich dining tables to exquisite gifts, fruit wine is a good choice.

Age, income, nature of work, living habits, personal character, city of residence and other factors will affect personal consumption behavior. The main target of this product is women. As women, most of us pay attention to the function and taste of wine products, so we should pay more attention to the improvement of fruit wine technology.

3. Comparative analysis of competitors' regional market share and fruit wine market.

According to the statistics of the National Food Industry Association, the consumption of grain wine in China is decreasing year by year, while the annual consumption of fruit wine is increasing at the rate of 15%. Therefore, the prospect of developing fruit wine market is very broad.

Fruit wine flourished in the late 1980s. It was once vigorous and very popular in the market. Then, large and small manufacturers and workshops followed suit and launched various brands of fruit wine. At one time, fruit wine was overwhelming and the market flooded, but in the end, because the quality and taste were not recognized by consumers, the manufacturers closed down and had to withdraw from the market.

With the improvement of people's living standards and the joint efforts of fruit wine production enterprises, the long-term stagnation of fruit wine industry in China has ended in recent years, and the production and consumption of fruit wine have also increased rapidly in recent years, showing a good development trend. A production base of Yangmei wine and Mulberry wine was established in Ningbo, Zhejiang Province, and fruit wines in chinese wolfberry wine and Tianjin in the northwest also began to be produced and operated on a large scale. Fruit wine brands such as "Ningxiahong" have also made a splash in the market.

Third, the SWOT analysis of the existing products of enterprises

The main product of Shenxian Island is rouge snow, which has a rich and unique comprehensive aging aroma of grapes and ginger, has good health care functions, regulates qi and blood, enhances immunity and promotes blood circulation, and is especially suitable for women or pregnant women with cold hands and feet.

Advantages of SWTO analysis;

With the advantages of brand culture, rouge snow is the main mature brand of our company, with good quality and rapid growth, which shows its strong market competitiveness. The drinking habits of young and fashionable female drinkers are fruit juice wine and wine, while our product rouge snow meets the needs of women. The company also put forward the concept of refined management. The so-called "refined" means striving for perfection and pursuing the ultimate; The so-called "precision" means paying attention to details and carefully arranging every production link and process; The so-called "transformation" is to institutionalize refinement and refinement, and gradually become the conscious behavior of enterprise employees. Our products are successfully developed and produced under such meticulous management, thus ensuring a highly responsible attitude towards every consumer in product quality.

"Shortcomings" of SWTO analysis;

The retail price in rouge snow exceeds the purchase price of ordinary middle and high-end consumers. Therefore, the sales scale of rouge snow market is bound to be limited, and it is only suitable for brand image products, not for possession products. The sales rhythm in rouge snow is gradually increasing, but overall, the sales volume of Qingyuan liquor market is still too small and insufficient. At the same time, it also limits the future expansion of domestic high-end market.

The "opportunity" of SWTO analysis;

Recently, the liquor market has developed extremely rapidly, and the development space of high-end liquor brands is growing. This also gives a great opportunity for the rapid development of Shenxian Island. Can quickly win the favor of high-end female consumers. Through brand integration, concentrating superior resources and vigorously implementing the famous brand strategy, remarkable results have been achieved, and the internal operation ability has also been greatly improved, which will provide a very solid backing for the rapid development of Shenxian in the high-end liquor market.

The "threat" of SWTO analysis;

Competition from other domestic high-end liquor competing products. Under the negative influence of the global financial crisis, the domestic high-end liquor consumption market has also been impacted to a certain extent, and the consumption power of high-end consumers has shown a downward trend. In addition, substitutes (beer and liquor) also limit the spread and development of liquor to some extent.

Summary:

In the process of development, any enterprise will always face one problem or another. We should prevent delay. Facing the new conditions of global competition, Shenxian Island has established a global brand strategy, launched the enterprise spirit of "creating resources and enjoying a good reputation throughout the country" and the work style of "one person, one person, make a quick decision, make a quick decision", and challenge itself, challenge tomorrow, innovate constantly, and build China people's own world famous brand.

Fourth, new product description and core interest analysis

1, and described the taste, packaging, specifications, container capacity, price, target consumer groups and other elements of the new product in detail.

It sells well because customers find it has good performance and high value, or because it is unique. Therefore, the new product rouge snow promoted by our company is generally accepted by the public. 12 traditional brewing technology, concentrated juice, extracted essential components, long-term sealed cellar refined. It has unique taste, rich fruity aroma, astringent acidity and long sweetness, and has high nutritional and medicinal value.

Unique packaging, simple and luxurious. Specification: 360ML

The target consumer groups in rouge snow are adult female friends. Now there are many kinds of wines on the market, such as strawberry wine, which are dazzling. People who don't know the inside story think that fruit wine is flooding and the market is saturated, but it is not. At present, the development of fruit market in China is not very mature, and there are many manufacturers engaged in fruit wine production, but the processing rate of fruit is extremely low and there are fewer fine products. Relying on refined management, the company strives for perfection, pays attention to details, pursues perfection, and institutionalizes refinement and refinement, which has gradually become the conscious behavior of employees. Under such meticulous management, production can be smooth, thus ensuring a highly responsible attitude towards every consumer in product quality. This will also be the strength of our company rouge snow.

We will also discover and understand customers' expectations, consumption trends and habits according to customers' cognitive needs, and strengthen products for more female consumers to accept.

Five, the new product listing schedule planning

New product development is a systematic consideration of design, a systematic innovation project, and the product of market promotion, manager promotion or a combination of the two. In this process, developers must make full innovative thinking and accurately understand the market demand according to the strategic development direction of enterprises; According to market demand, fully consider product positioning; According to the technical maturity, determine the detailed design scheme. Only in this way can new product development achieve the expected results.

Specifically, the definition of the work undertaken by the company and its distributors is as follows: the company's definition of work: helping distributors to develop and maintain end customers, establishing perfect end customer files, and carrying out "humanized management" on terminals from time to time, including training distributors' promotion personnel; The working definition of distributor: according to the designated distribution area, timely and conveniently distribute products to terminal manufacturers, collect payment, and always provide "family service" for terminal manufacturers with the guidance and help of the salesman of the manufacturer (general distributor).

In short, through the above definition of work, salespeople and dealers are finally forced to practice intensive cultivation within their jurisdiction. At the same time, through good profit drive (gross profit margin and turnover times of products) and good customer relationship (terminal family service and humanized management of personnel), we can maximize all the sales potential in the region and finally realize the high occupancy rate of small areas.

VI. Allocation Schedule

1. Select experienced people, reward distribution performance within a limited period, and build the competitiveness of distribution. In actual distribution, the success rate and credibility of familiar faces are different.

2, team assignment, in practice, the effect is often good. Retailers generally rely on popularity to trust, but they have higher requirements for the quality of personnel.

3. Choose a small number of outlets to distribute goods, promise not to sell them back within a few days, and then send others to buy back cash to create the phenomenon of selling, thus enhancing the confidence of retailers.

4. Organize community consumer goods trial activities, affecting the surrounding retail stores.

5. Open up new sales channels and distribute goods with prizes.

6. Rent influential supermarket venues, conduct free drinks and market research for consumers, increase consumer confidence, and take advantage of the situation to distribute goods.

7. Bundled goods, many dealers have better-selling brand products, which is also a good way as a reward for new product distribution and compulsory "tying".

8. Find out the best-selling model shops of competing products and distribute goods according to their own advantages, such as prices and gifts, so as to form a comparative advantage in sales.

In order to solve these problems in depth, in addition to the regular purchase of prizes, advertisements, brands and promotional activities, the following methods can be adopted:

(1), establish a model consumer group, which needs a period of market operation.

(2) Holding the TV competition promotion activity of "Gold Medal Integrity Retail Store in the City" will play a positive role in the distribution and promotion of products.

(3) Joint distribution: Joint distribution and promotion with dealers in other related industries can not only solve the problem of indifference and trust in the distribution of goods by a single business representative, but also promote the product sales of both parties.

Either way, vivid demonstration, display, layout and other work should be carried out at the goods distribution site, such as hanging flags, posting POPs, placing table cards, publicity materials and so on. And fast live animation is also an important factor to improve the possibility of commodity distribution. In order to speed up the pace and intensity of advertising, small-scale dealers and retailers generally attach great importance to advertising.

Seven. access &； Consumer promotion

Visit:

1, retail terminal

Setting up your own office and sales terminal in Qingyuan can directly approach customers, facilitate communication with customers, and facilitate product price management and quality problem handling.

2. Network promotion and sales

Building a sales network: build a win-win situation by taking advantage of the situation, form a unified strategy with merchants, and strive for the strongest sales foundation. You can also use personnel sales promotion, advertising and other means to meet the needs of access, so that products can quickly pass through intermediate links to achieve the purpose of distributing goods. In the network construction, it is necessary to open a green channel, create a sales atmosphere, create hot events, increase the weight of products on this basis, and naturally push products to dealers. At the same time, it also gives the dealer a higher discount or incentive, increases his profits and gives him more respect and support.

3. Consumer promotion

Leading idea: Let more female consumers know the taste acceptance and popularity of products through consumption promotion activities.

Promotional activities: within a week before and after a specific festival, promotional cards printed by enterprises will be distributed to female groups, with the theme and pictures of "rouge snow" printed on the front, which has a strong sense of impact and temptation. The reverse side is the name and logo of our company and products.

Enterprises need to provide some products for free during the activities. If it is provided by the agent, it can be deducted from the payment according to the recycled promotion card.

On-site activities: Enterprises can conduct "rouge snow Throwing Competition" and "Welfare Lottery Giving Activities" at specific sales terminals. "rouge snow Throwing Competition" means that the audience can participate in this activity by buying one or several bottles of rouge snow. Every time you buy a bottle of "rouge snow", you will get a chance to throw points. In the end, whoever has more points will get a certain amount of "rouge snow" and promotional items for free. "Welfare Lottery Giving Activity" is a joint instant lottery center or the purchase of a certain number of instant lottery tickets.

Eight. propaganda

1, press conference

Invite Qingyuan Times, Life Daily and the "news hotline" of TV and radio stations to make free advertisements and provide them to the media in time. Show all kinds of information about rouge snow to several media.

2. Product exhibition

On-site wine tasting idea: Hold an open-air reception in the city square, so that rouge snow can be known to more people in a short time. And show rouge snow's health care and beauty efficacy to female consumers in a special form.

And invited some news organizations to report on the spot to achieve good publicity results. In addition, Family Life made a special report. After the success of the activity, write the planning of the activity as a case and submit it to China Business News or Sales & Market to help "Hainan Yangshengtang" make a comeback in 20xx and let the afterheat of the activity continue.

3. TV advertising

Creativity: Using montage technique, the health care and beauty effect of rouge snow is displayed virtually.

Scene: ① In a warm and romantic world, a girl is waiting for the arrival of a boy holding a rose.

The girl's face looks a little tired. The boy came with rouge snow fruit wine. He took the girl by the hand and ran to a table. He poured out the wine. The girl looks good after drinking it. This was repeated several times.

(3) After the girl drank rouge snow fruit wine, even if she didn't pass the glass of fruit wine, her face became surprisingly good. (voiceover)

Shooting focus:

(1) The scene should be dreamy and romantic.

Guided by TV advertisements and centered on target consumers, we will strive to achieve the widest coverage of TV advertisements.

With newspapers and radio advertisements as supplements, we can convey more abundant product information to the target consumers, and at the same time inform consumers of the contents of various promotional activities in time.

Brand promotion in major supermarkets and shopping malls in the form of posting advertisements (hanging flags, etc.). ) and posts.

Publicize with bus advertisements.

Carry out large-scale outdoor advertising in major stores of supermarkets.

Nine. others

Monitoring and evaluation

Monitoring:

Establish and implement auditing, auditing and supervision organizations and systems.

Establish information feedback, circulation organization and system.

Establish a decision correction system and a database of alternative correction schemes.

Evaluation:

Measure the degree of conformity between the objectives and results of each scheme.

Calculate the year-end input-output ratio: input-output ratio = input/output.

Cost budget:

1, Qingyuan market

(1) market share: the first year10%; 20% in the second year and 30% in the third year.

(2) Sales volume: 250,000 bottles in the first year; 500,000 bottles in the second year and 750,000 bottles in the third year;

2. Other markets

340,000 bottles in the first year; 680,000 bottles in the second year and 654.38+0.02 million bottles in the third year;

According to the above market forecast objectives, the first year is taken as an example for benefit analysis.

Sales revenue: 360ML, calculated by 99 yuan, totaling 24.75 million yuan.

Manufacturing cost: 360ml1100,000 yuan,

Management fee: 300,000 yuan

Sales expenses: (1) The salary of the sales staff is 300,000 yuan.

(2) The promotion cost is 250,000 yuan.

(3) The promoters receive a commission of 350,000 yuan.

(4) Other personnel were promoted by 6,543,800 yuan+0.5 million yuan.

(5) The storage fee is 50,000 yuan.

(6) Packing fee 1.5 million yuan.

(7) The advertising fee is 500,000 yuan.

(8) The freight is 654.38+ten thousand yuan.

(9) Hospitality 1.2 million yuan.

(10) Other expenses: 200,000 yuan.

Total: 265,438+700,000 yuan