New product marketing plan

New product marketing plan

Time flies like water. A period of work has ended, and we are entering a new stage of work, and we have to set new goals. At this time, it is very necessary to write a plan. When I picked up the pen, I found that I didn't know what to write. The following is a new product marketing plan book I collected for everyone's reference, hoping to help friends in need.

new product marketing plan 1

1. Market research and analysis

In order to better understand our target market and formulate the most suitable marketing strategy, we conducted a series of market research activities, including: randomly conducting 1 questionnaires on campus; Investigate the book sales of the existing bookstores in the school; Visiting teachers and classmates, etc., acting as an agent for market development and marketing planning. Our survey results and analysis are as follows:

1. Phenomenon

According to the survey, the total number of students in Zhuhai College of Jinan University is about 5,6, of which about 3,6 are enrolled internally and 2xx are enrolled externally, and the ratio of internal and external enrollment is 9: 5. Overseas Chinese schools are the characteristics of Jinan University, while overseas students have high consumption level and strong purchasing power, so we will have a special market more than other universities. As you can see from the chart, the types of books purchased by foreign students are periodicals, magazines and comic novels, accounting for 56% and 3% respectively. Relatively speaking, the purchase of internal students focuses on teaching materials, accounting for 45%. However, the problem with * * * is that the total amount of books purchased by students is less than that of 5 yuan.

2. Analysis

From the above phenomena, it can be seen that the purchasing potential of college students is huge, and it is also worth developing by Wenhua Bookstore. From the picture on the right, we can see that both internal and external recruits prefer to go to the book mall to pick books in person (75%), but because Wenhua Book Mall is far from our school, 46% of the students find it inconvenient to buy books. In addition, some students feel that the original price of books is higher (accounting for 34%), which leads to the phenomenon of low consumption and poor purchasing desire. Therefore, we believe that the existence of campus agents in Wenhua Bookstore is very necessary, and campus agents will certainly be able to develop the campus market well by virtue of their price advantage and good delivery service.

3. Conclusion

Through the investigation and analysis of the market and the understanding of the school policy, we have noticed the following points worthy of attention: first, most students think that it is inconvenient to buy books and the price of books is high, and as an agent, price reduction and delivery are our advantages; Secondly, most students like surfing the Internet and eating in the tea restaurants in Beimen in their spare time. Therefore, online publicity and cooperation with the tea restaurants in Beimen are two important ways for us to expand publicity. Third, the school has more restrictions on students taking part-time jobs, and students are not allowed to do publicity agency activities openly. Moreover, the attitude of students towards general leaflets is relatively cold, so we will improve the publicity effectiveness by establishing reading associations and improving leaflets (see sales strategy for details).

second, competitive analysis

through investigation, we found that there are few bookstores or newsstands near the school, and the main competitor is the campus bookstore. Campus bookstore occupies a large share in the school book market by virtue of its geographical advantages, but there are many shortcomings in this bookstore, such as: the variety of books is too single, comic novels are old, magazines and newspapers are slow to update, the variety is incomplete, all books are sold at the original price, and there is no price advantage at all ... In contrast, the advantage of campus agency is obvious, so as long as the publicity is in place, we are fully confident to obtain most of the campus market after the business is launched. The new product marketing plan 2

xx has always taken the mail business as the "master Hua Dan" since its inception. The xx business is also an important social public utility of the country, and the xx network is also an important communication infrastructure of the country.

and xx greeting card business is the main highlight to promote the development of letter business. According to the unified deployment and strategic requirements of xx Bureau of xx City, in order to achieve the sales target of xx greeting cards, the following schemes are put forward for the marketing of xx greeting cards of Forest Public Security Bureau:

1. Marketing ideas

Understand products, put forward highlights, attract customers, take the initiative to attack, promote publicity and ensure tasks.

second, marketing objectives

planning objectives: selling xx cards

third, marketing methods

(a) understanding the meaning of xx cards

every greeting card is born like a newborn, and every word has a very profound meaning. We must believe that "there is nothing in the world that cannot be sold, only what cannot be sold."

(2) Put forward highlights to attract customers

After we fully understand the meaning of xx greeting cards, we should put forward highlights to attract customers according to its meaning. Nowadays, most people use computer greeting cards, but computer greeting cards have many shortcomings and cannot fully show the wishes of the well-wishers. It is not a simple procedure to make greeting cards independently on the computer, and many people do not have this technology. The characteristics of xx greeting cards are reflected here. It is not just a card and a piece of paper, but a sender who can fully reflect the wishes of the well-wishers. Our greeting cards are mainly aimed at promoting forest safety, which can not only express our wishes, but also show our concern for each other's life safety, and at the same time promote forest safety in a unique way. For customers who like to collect, this unique forest safety publicity greeting card is even more unique.

(3) Know the customers and take the initiative to attack

Our ultimate target customers are all the people in xx city, with the purpose of promoting forest safety knowledge to the people, so we should fully understand the people's ideas. In fact, the people's ideas are very simple: the family is safe, and we can grasp this key point, combined with the characteristics of our forest safety publicity greeting cards, not only to promote forest safety, but also to raise everyone's awareness of forest safety.

(4) promoting publicity and ensuring tasks

Because our xx greeting card has the biggest disadvantage of still life, we can't jump out and tell everyone that it was born and there it is. For this reason, we need to increase our efforts in publicity. We can publicize its existence and value to everyone by means of external newspaper, strengthen its bright features, let its value penetrate into the hearts of customers and attract customers to take the initiative to buy. New product marketing plan 3

1. Overall concept:

In order to cooperate with the slogan "Village base, your food expert" put forward by the village base, the concept series of fast food "Four Seasons Health" was launched. From the perspective of TCM dietotherapy, according to the climatic characteristics and human characteristics of each season, 2-4 sets of special health-preserving fast food series are launched every season. The quarterly series is mainly set meals, supplemented by corresponding desserts, soups and snacks. The product focuses on the theme of "keeping healthy by virtue, eating healthy". Weaken its fast food form.

second, the target market of new products:

the target market of new products includes two parts, one is the existing market of rural base, including office workers, students and so on. The other is to attract a group of consumers who have doubts about the nutritional value of fast food through this health care series, including some elderly people and people with high quality of life requirements. This is also the reason why traditional Chinese medicine emphasizes the health value of this series and weakens its fast food form.

Third, new product design:

1. Spring: beginning of spring to long summer in the lunar calendar

Product design background:

In spring, we should master a principle: according to the temperature change, the food will gradually change from warm and sweet to light and nourishing yin.

In early spring, keep warm and avoid cold. The set meal mostly provides warm vegetables and wild vegetables such as spring bamboo shoots, Chinese toon, spinach, willow buds, shepherd's purse, onion, ginger, garlic, leek and mustard.

the mid-spring diet should be sweet and spicy. Eat yam, red dates, honey, celery and other foods that tonify the spleen and stomach properly, and eat less acidic foods to use the spleen and stomach in name of injury.

2. Summer: long summer to beginning of autumn in the lunar calendar

Product design background:

Summer is the season with the highest yang, and at this time, it is also the time when the body's metabolism is the most vigorous. People sweat too much and easily lose body fluids, so light food should be the main health care in summer to avoid damaging body fluids and consuming gas.

how light the diet is in summer. Summer heat, people's spleen and stomach digestive function is relatively weak, rural base can use heat-clearing and detoxification food to match, vegetables such as chrysanthemum, celery, Chinese cabbage, coriander, bitter gourd, bamboo shoots, cucumber, wax gourd and so on; Fish such as herring, crucian carp, silver carp, etc., these foods can play a role in clearing away heat and relieving fatigue, and have a certain preventive effect on heatstroke and intestinal diseases.

summer diet should supplement qi. You can choose some foods that nourish yin and tonify qi, such as carrots, spinach, longan, litchi, peanuts, tomatoes and so on. In summer, the spirit is strong, and it is easy to hurt people's feelings. In this season, we should give priority to invigorating qi and nourishing yin and clearing away summer heat, such as melon, watermelon, lotus root and duck meat, and should not eat more warm and nourishing products.

3. Autumn: beginning of autumn to beginning of winter in the lunar calendar

Product design background:

In autumn, the yang gradually closes and the yin gradually grows. At this time, the human body should also conform to the law of four seasons and enter the opportunity to protect the yin, and should give priority to preventing dryness, nourishing yin and moistening the lungs in diet.

the diet should be moist in autumn. It is advisable to choose more products that are sweet and cold, such as lily, tremella, yam, pear, grape, water chestnut, glutinous rice, sugarcane, soybean milk, sesame, lotus root, spinach, pig lung, turtle meat, olive, etc. These foods have the functions of moistening lung, promoting fluid production, nourishing yin and clearing dryness. Products should contain less pungent taste such as onion, ginger and pepper.

autumn diet should be nourishing. Introduction and tonic in autumn is one of the key points of TCM health care, which lays a good foundation for tonic in winter and avoids the occurrence of deficiency in winter. Appropriate use of Chinese herbal medicines such as Radix Adenophorae, Radix Ophiopogonis, Lily, Almond and Bulbus Fritillariae Cirrhosae has a good effect on relieving autumn dryness.

less pungent and more sour in autumn. In autumn, eat less pungent products such as onions, ginger, garlic, leeks and peppers to avoid hurting the lungs; Choose sour foods such as apples, pomegranates, grapes, mangoes, pomelos, lemons and hawthorn to prevent autumn dryness.

4. Winter: beginning of spring from the beginning of the winter solstice in the lunar calendar

Product design background:

Winter is the season when all life is hidden and hidden, and the blood circulation of human body slows down when it is frozen in cold weather. Traditional Chinese medicine believes that at this time, the cold pathogen is strong, which is easy to hurt the yang of the human body. Therefore, the winter health preservation focuses on nourishing.

winter diet should be nourishing. The basic principle of dietary health in winter is to conform to the hidden yang in the body, and to gather yang and protect yin. Mutton, shrimp, leek, longan, fungus, chestnuts, walnuts, turtles and other foods can be appropriately selected; Eat more potatoes, such as sweet potatoes and potatoes; Vegetables such as Chinese cabbage, cabbage, white radish, soybean sprouts, mung bean sprouts, rape and so on.

avoid eating cold food in winter. Therefore, we should eat less water chestnuts, persimmons, raw radishes, raw cucumbers, watermelons, ducks and other cool foods in winter.

the above are the principles of new product design, and the specific dishes should be designed according to the above-mentioned seasonal suitable and taboo ingredients. Special attention should be paid to the supply of raw materials and the increased cost.

iv. new product promotion and launch

main promotion form:

the main form of new product promotion is still the new product promotion form in rural areas, that is, making large posters to promote at the entrance of restaurants and ordering places.

Other forms:

1. Among other suggestions planned here, we propose to set up a display board at the door to announce the recent suggestions made by customers and the solutions for rural areas. At the same time, an area can be opened on this exhibition board to promote new products. At the same time, during the period when new products are just launched every season, multiple questions related to new products can be selected to increase the popularity of new products.

2. Set up a small plastic ordering board like a coffee shop on each table, on which new products can be properly publicized.

new product launch form:

a small amount of pilot sales can be carried out to test the market and customer response, and then the new product can be fully launched after a certain customer group is established to absorb customer suggestions and make improvements. New product marketing plan 4

I. Overview

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

through the investigation and research on the market in this city in the past 1 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 * *.

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

second, the analysis of the current market situation

(I) user analysis

1. Target market

Through the market survey questionnaire, the results of random sampling show that most of our product consumers are people who are in 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 their consumption level is relatively low, generally around 1 yuan. The elderly and people with poor hearing mainly value the effect of loud volume, good sound quality and clear fonts. Although the elderly have the ability to buy, they will not buy easily, but they can enter the market in the form of gifts from the family. 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, while the elderly do not need to consider gender.

2. Consumer 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 specially tailored mobile phones; The main purpose of consumers to buy mobile phones is to contact people, work needs and conform to fashion trends; At most, mobile phones 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 2 years; The price is 1—2xx yuan; Usually buy mobile phones in specialty stores or hypermarkets; 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 about a newly listed mobile phone mainly through TV, internet, leaflets and the interaction between classmates and friends, and the leaflets are effective.

2xx new product marketing activity planning book model essay 3

Enterprise development and enterprise survival are always the most concerned issues for enterprises. Of course, only enterprises can survive can they develop, and if even survival becomes a problem, there is no way to develop! Since an enterprise wants to survive, it must develop, and how much it knows about the market is also largely determined.