Product planning scheme 1
(1) Company Profile
New Li Ning LOGO after July 20th10
1990, Li Ning Co., Ltd. started in Sanshui, Guangdong. Since its establishment, it has cooperated with the Chinese Olympic Committee to promote the development of sports in China through sporting goods, and spared no effort to sponsor various sports events.
(1) sales chain
Product specialization is the basis of competition in sporting goods industry. Li Ning Sporting Goods Co., Ltd. regards product development as a record-breaking agenda. After 15 years of exploration, Li Ning's products have developed from a single sportswear to a series of trends such as sportswear, sports shoes and sports accessories. In the near future, Li Ning brand will strive to become a world-class brand and provide professional sports products for athletes and sports enthusiasts all over the world. Because of this enthusiasm, Li Ning Sporting Goods Co., Ltd. has the largest distribution network of sporting goods in China. At the same time, the international network of Li Ning Sporting Goods Co., Ltd. is constantly expanding, and now it has entered 23 countries and regions. (2) Mode and system
In practice and exploration, a set of strategic planning mode and management system suitable for the company has been formed, which makes the company's organization and operation unimpeded and the strategy implementation decisive and rapid. At present, Li Ning Sporting Goods Co., Ltd. is establishing an information system based on ERP nationwide, comprehensively integrating product design, supply chain, channels, retail and other resources, developing e-commerce, and further enhancing operational efficiency and brand image.
(3) Corporate Culture The original intention of the establishment of Li Ning Co., Ltd. ... Li Ning Co., Ltd. never gave up any efforts to realize this mission. Since 1990 supported the China Sports Delegation of the Beijing Asian Games, Li Ning Co., Ltd. has invested heavily in sports and created tens of thousands of employment opportunities.
The unique corporate culture is the baton for every part of Li Ning Co., Ltd. to work closely together and forge ahead, making all suppliers, distributors and service providers become partners, and all employees work together with Qi Xin.
(4) Enterprise strength
Li Ning people believe that human potential is infinite. Sports make people more confident, dare to show, constantly explore their potential and surpass themselves. We have such a brand concept and have been putting it into practice.
Today, Li Ning Co., Ltd. is not only a manufacturer of sporting goods, but also a disseminator and promoter of a healthy lifestyle. Li Ning Co., Ltd. is grasping the historical endowment with accumulated confidence.
Opportunities, meet the challenges of the global market, practice the mission of Li Ningren, and use sports to strengthen the great power of the Chinese nation.
(5) Brand building
At the beginning of his business, Li Ning's advertising slogan was "Hope for a New Generation in China". After adjusting the product positioning through "encircling the city from the countryside", Li Ning Company launched a more pragmatic advertising slogan "Step by step to win".
Starting from 1997, based on the analysis of the market demand of sporting goods in China, Li Ning Company realized the huge consumption potential among young people, and decided to change the brand design style from a single popularization to a "fashionable, young and personalized" city brand. During this period, Li Ning Company believes that development determines the market. In the advertisements of this period, Li Ning Company used the advertising slogans of "Keep the wonderful things for yourself", "I exercise and I exist" and "New Monsoon Movement".
In 2000, before the Sydney Olympic Games, Li Ning Company launched a slogan featuring world champion and gymnast Li. The slogan was "Excellence comes from true colors".
In 200 1 year, Li Ning Company launched a series of Li Ning golf products, hoping to shape the brand image of the high-end market. In the same year, Li Ning Co., Ltd. cooperated with an advertising company to shoot an advertising film in Paris, showing a French girl gymnast wearing Li Ning's gymnastics suit with the slogan "Enjoy the beauty of world sports".
On June 30th, 20 10, Li Ning Co., Ltd. made a high-profile announcement on its brand remolding strategy, issued a brand-new logo and slogan, and made corresponding adjustments to brand DNA, target population and product positioning to create "Li Ning after 1990s". The new slogan of Li Ning Company is "Make The Change", and the new brand logo abstracts the initial "Li Ning Crossing" action of Li Ning Company.
(B) product positioning and market analysis
(1) product positioning
Tracing back to the growth process of Li Ning's brand, from 1990, from the initial "hope of China's new generation" to "keep the wonderful for yourself", "I exercise, I exist", "Excellence comes from the true colors" and so on, until now "everything is possible", Li Ning's brand core value has undergone several major changes. The development of new things is bound to go through constant exploration, and an emerging brand can't avoid the road of exploration if it wants to seek development. The brand value of "Li Ning" has been repositioned many times, which reflects Li Ning's continuous exploration and understanding of its own value. However, we should also see that Li Ning has never found a clear brand direction, a clear brand positioning and a specific brand focus, whether it is from the earliest "China hopes for a new generation" to "keep the excitement for itself" to "I exercise and exist", "I enjoy the beautiful world of sports" and "Excellence comes from the true colors". In fact, the brand has some inherent qualities, and sustainability is the key to its growth and long-term development. Only consistent brands can seek long-term and stable development. In order to meet the needs of consumers and get the maximum sales revenue, Li Ning Company constantly changes its brand positioning, but ignores the excavation of brand core values and the shaping of brand personality, thus failing to convey a clear and sustainable brand image and establish a relatively stable brand relationship with consumers. When the competition in the external environment intensifies and the pressure from competitors increases, it will inevitably bring the danger of brand aging and the market being divided up by other brands.
In addition, several visits to the foothold of Li Ning's brand value positioning always make people feel that it is inevitable to follow the imitation. From the perspective of brand visual recognition, Li Ning's Logo is very similar to Nike's Logo. From the perspective of brand communication, when Nike advocated "just do it", Li Ning advocated "I exercise and I exist"; When Nike advocated "I can", Li Ning advocated "anything is possible". Li Ning's sports ideas are simply China's version of Nike.
The imitation of brand value connotation and the vacillation in form not only make the value concept it intends to convey to consumers lose a clear outline, but also dilute its personality style different from other brands. A brand with vague meaning and lack of individuality needs to be discussed if it wants to gain a place, let alone strive to become a world-class brand. If "Li Ning" wants to achieve the grand goal of "not being Nike in China, but being Li Ning in the world", it must not ignore the problems existing in its brand value.
(2) Target population
The target consumers targeted by the management of Li Ning Company are: students aged between 14-28, mainly in large and medium-sized cities. However, the core consumers who really buy Li Ning brand sporting goods are between 18-45 years old and live in secondary cities.
In 2006-2007, the market survey report of Li Ning Company on consumers showed that there was a certain deviation between the actual consumers of Li Ning brand and the target consumers, that is, the overall population was too large, and the population aged nearly 35-40 exceeded 50%.
On the other hand, consumers, especially young consumers, have a high evaluation of Li Ning's brand, such as "positive", "potential", "China characteristics" and "recognition", while the characteristics of "cool", "fashion" and "international sense" are slightly inferior to those of international brands.
It is reported that after the name change, Li Ning brand will be officially exposed in first-tier cities to compete with international brands such as Nike. In 2009, Li Ning brand has surpassed its former competitor Adidas in China market.
(c) loading analysis
(1) Advantages:
1. Due to its own particularity, Li Ning's products have a very high brand recognition since the day they were born.
2. Due to the rapid growth of gross national product for many years, the whole sports industry is also developing constantly, and the market capacity is increasing year by year.
3, the advantages of their own conditions
As far as Li Ning's own advantages are concerned, Li Ning Company has made decisive achievements in the construction of marketing network. Since/kloc-0 opened its first store in Beijing in 1990, the company has nearly 700 stores in China, with more than 3,000 sales outlets, covering more than 95% of cities. Among similar products, the market share ranks first. "From sports, for sports" is the tenet that Li Ning Company has always adhered to. Since 1990 Asian Games invested heavily in supporting the China sports delegation, Li Ning has been paying attention to and supporting the sports progress in the world, especially in China.
Starting from 1999, Li Ning Company put "brand internationalization" on the strategic agenda. Li Ning people regard "internationalization" as an internal behavioral process with a clear direction, and not every simple purpose or symbolic symbol "Li Ning" has made rapid and steady progress on the road of brand internationalization. "Don't be Nike in China, be Li Ning in the world"-this is the purpose that Li Ning people pursue unremittingly.
4. Advantages of sales channels
Now regional brands aim at the rural market in towns and villages, and win with low price and general quality. Many well-known enterprises actively enter second-and third-tier cities. With the low dependence on foreign trade in China, it has begun to show an important driving force in today's national economic crisis. Low income, different consumer tastes and the slow penetration of international brands make domestic brands lead in reaching consumers in second-tier cities.
Product planning scheme 2
I. Market management
1. market positioning: after market investigation, analyze customer groups and classify them according to region, consumption purpose, consumption level and consumption habits, so as to determine the direction of products entering the market.
2. Market analysis:
(1) market division: first, regional division; Second, divide a certain level of products in order to predict market share respectively;
(2) Target division: target area and target share.
(3) the target market division strategy, that is, the strategies and tactics adopted to achieve market goals and occupancy targets.
(4) Market Sincerity According to the market survey, after defining the customer groups, it is necessary to conduct quantitative and qualitative analysis on the consumer demand of customers.
3, industry analysis:
(1) Clarify the current situation of the industry, especially the main competitors (including the talents, innovation ability, quality and service, price, strategy and tactics, market expansion, etc.). )
(2) Define the types of competition and purchase. At what level do you compete? Analyze the purchase types from the consumer and product performance, such as group, individual, season, communication, investment, support, etc.
Second, the product cost and price positioning
1, product cost: 1. Composition and value of product cost; The second is how to reduce production costs through material procurement, production and management.
2, product sales price positioning (including positioning price and positioning strategy, static price positioning and dynamic price positioning, etc.). ).
Third, the sales strategy.
1, sales mode;
Normal mode and network mode.
2. Sales policy;
In the fierce competition market, manufacturers have made a lot of publicity on product quality, after-sales service and price. In the company's strategic planning, after-sales service and high-quality advertising should be in place and have a certain unique personality. Based on the principle of conscience, don't cheat.
3. Sales measures;
In order to firmly occupy the market for a long time, it is suggested to strengthen the promotion effect of "corporate image power", use the soft advertising effect of "doing business without talking about business" in public relations advertisements, and strengthen the indoctrination of direct hard advertisements in commodity advertisements.
4. Means of promotion;
Ladder price sales is a price strategy in marketing. Mainly aimed at the off-season sales, in order to report the decline in sales. The step-by-step price strategy itself has an ideal promotion power. Compared with simple price reduction, it does not reduce consumers' trust in goods. Because it is a gradual price increase, consumers are also reminded to buy as soon as possible. Increase sales in the off-season, and kiss tacitly in the peak season. For example, Gree air conditioners used this strategy in winter sales, which made air conditioners once popular.
5. selling advertisements;
L/4 version of XXX newspaper (corporate image advertisement) 5 times (interval 10 day);
Banner of XXX newspaper (sales advertisement) 8 times (interval of 7 days);
Evening newspapers in other cities and radio and television newspapers are published together.
Advertising language: oxygen generator makes the plateau more beautiful.
6. After-sales service system
Collect consumers' opinions and improve them.
Product planning scheme 3
I. Background of the event
The year before the big promotion, the year before, is a good opportunity. We should seize the opportunity to do the activities well before the year, which can also save customers' good feelings for some of our departments. So be sure to do it well
Second, the theme of the event
Big delivery a few years ago
Three. Activity purpose
Improve sales, clean up old inventory and unsalable products, mainly sell star products and high-profit space products, improve the overall promotion ability of the team, combat competition and seize market share.
Fourth, the activity time
What year is 20165438+February 25th? 20 1 year 65438+1October 25th.
Verb (abbreviation of verb) active product
Household cleaning, household cleaning, kitchen utensils, small household appliances, knitted bedding, toys, fruit bowls, toothpicks, disposable, * * * meter: 120.
An intransitive verb active city
Mr. national peddler franchise store, other partners.
Seven. Activity planning
(1) Activity content
1, Time: In order to meet the needs of consumers, our promotion will last for one month, and the specific time is from February 25th, 20 1 year to February 25th, 20 1 year.
2. Location: J78, Chengbei Road, Yiwu? Mr. hawker's headquarters
3. Executor: all colleagues in the service department of the peddler's headquarters.
4. Promotion policies:
① Promotion form
First, the special price
5, the way of publicity
Mainly a lot of wechat, QQ, telephone, exhibition hall introduction.
6. Effect estimation
Through this promotion, it is estimated that the monthly sales will reach 100% of the average monthly sales. At the same time, doing this activity well can bring good influence to our vendors and lay the foundation for next year.
(2) Activity form
The main form of activities is to promote and rebate the best-selling products before the year.
(3) Supplementary explanation
1: We need to find the required product samples before 20th, so we need to work as soon as possible because time is tight.
2. Wait for the sample to determine the profit before planning the activity plan.
3. Determine the estimated sales volume of the activity service department and start promotion.
4. Logistics is ready for timely delivery.
Product planning scheme 4
According to the characteristics of its own products and the marketing objectives of the enterprise, combined with the above methods:
1, SEO promotion:
This is the most targeted online marketing method with advertising flavor, which can target customers to the greatest extent and is also the fastest effective way. At present, the most famous search engines in China are mainly promoted by GOOGLE's right advertisement and Baidu's bidding ranking. Enterprises should reasonably choose search engines according to their own conditions, so that enterprises can achieve the best network marketing effect. In addition, it is the recent popular keyword search optimization, which makes your website rank high in natural search. In layman's terms, it is website optimization. Because the market in this area is not perfect, it is a bit wild and a bit low. In view of this situation, Su Suo Science and Technology has specially launched its own website optimization consultation and service to provide comprehensive and systematic information and ranking services for enterprises.
2. Online advertising
Online advertising is also a targeted online marketing method. Enterprises can also achieve a certain publicity effect by placing advertisements on their related websites. However, enterprises must inspect the websites that want to advertise before launching, and see clearly the popularity and traffic of their websites in the industry or the websites with high popularity (Sina, Yahoo, etc.). ), so as to achieve the desired effect.
3. Information release:
In fact, information dissemination is the real purpose of many enterprises to build websites, and it is also the most basic function of websites. From the point of view of network marketing, this is not only the release of its own website, but also a good network marketing method for most enterprises if advertising information can be released free of charge on the websites of major industries around the world.
4. Membership marketing:
Membership marketing is one of the oldest online marketing methods, which can effectively collect the information of target customers, keep them and let them visit their websites frequently.
5. Mass mailing:
Mass mailing used to be a very effective marketing method, but because of its low cost, it has been abused by most enterprises and individuals, and now its effect is very limited. With the introduction of relevant national legislative policies and the development of anti-spam work, mail marketing has been gradually restricted, but if it can be effectively used, it is still a good marketing method.
6, viral marketing and other marketing
Viral marketing, such as Muzimei incident, is an excellent case of viral marketing, and other ways include free advertising chain exchange.
Product planning scheme 5
First, the planning purpose
Theme of the event: Improve the marketing strategy of Li Ning Company, strengthen enterprise marketing management, make marketing plans, create the brand effect of Li Ning, enhance the brand quality of Li Ning, and create a good corporate image.
Purpose of the activity: expand market share, improve enterprise performance, increase the number of chain stores, make enterprises bigger and stronger, and diversify enterprises. Grasp the consumption period of autumn and freshmen, and formulate corresponding marketing strategies for autumn.
Second, the marketing environment analysis
Macro environmental analysis
1. Industry analysis:
As we all know, the competition in the field of sports brands is fierce. In addition to domestic products, foreign brands alone occupy a considerable part of the market. It is undoubtedly difficult to stand out among many products. Moreover, most sports brands are promoted in the same way, which makes brand development more difficult.
2. Market analysis:
In the sports brand market, Li Ning still has advantages over other similar products. First of all, it is our own brand in China. China people always admire patriotism and love the nation, and always have an inexplicable affinity for their own brands. Secondly, Li Ning's products are of excellent quality and reasonable price. Finally, the development prospect of sports brand market is considerable, and Li Ning brand has the potential to occupy a place in it.
Consumer analysis
1. Composition of existing consumer groups:
(1) Total number of existing consumers: hundreds of thousands at most.
(2) Age of existing consumers: mainly teenagers between 16-28 years old.
(3) Occupations of existing consumers: students, working class.
(4) Distribution of existing consumers: nearby residents and universities.
2. The consumption behavior of existing consumers:
(1) frequency of purchase: once every two months.
(2) Purchase quantity: mainly personal purchases.
(3) Place of purchase: exclusive store.
3. Potential consumers:
(1) Characteristics of potential consumers:
Age: middle-aged and elderly people
Occupation: working class
Education: High school or above.
(2) the possibility of the brand to attract potential consumers:
The attitude of potential consumers to this brand: only understand, not deeply understand Li Ning brand. Satisfaction degree of potential consumers' needs: average, acceptable.
(3) product analysis
1. Product feature analysis:
(1) Product category: Li Ning's products include sports shoes, clothes, hats, backpacks, sporting goods and their accessories.
(2) Product performance: the products are mainly sports series, with good performance and high comfort, suitable for sports wear.
(3) Product quality: more than half of the quality satisfaction, but any need to improve product quality.
2. Product pricing: The leading position of Nike and Adidas in the domestic sports brand market cannot be shaken in the short term. However, as the leader of domestic sports brands, it has certain advantages compared with Anta, Peak and Conway, and the gap with international second-tier brands such as Reebok and Converse is not very big. Therefore, the product pricing strategy is higher than other domestic brands and lower than Nike and Adidas. And positioning the market in the mid-range market, the product prices are mostly between 300-550 yuan, and a few high-end products are priced between 800-900 yuan.
3. Product appearance and packaging: Strengthen the design and packaging of product appearance to make the product more eye-catching than similar products on the shelves. The appearance and packaging of the product should be commensurate with the quality, price and image of the product, and the appearance and packaging of the product should be very attractive to consumers.
4. Product brand image analysis: The product image that Li Ning wants to express to everyone is that Li Ning brand is synonymous with youth, fashion, sports and keeping pace with the times, so that sports culture, brand culture and product promotion can be harmonized and integrated into all aspects of enterprise operation, thus forming a unique corporate culture and achieving a kind of
Ringtone status of enterprises and consumers.
5. Product specialization: To be the Li Ning of China, we should enter the field of sports equipment in all directions, manufacture professional sports equipment such as basketball, football, badminton and table tennis, and shape the professional image of Li Ning brand.
6. Product innovation:
(1) Analysis of environmental conditions: Major sports brands at home and abroad rarely make autumn clothes for middle-aged and elderly people. Everyone in China who has been baptized by the Olympic Games knows that Li Ning, especially the middle-aged and elderly people, has a very good impression on him. However, Li Ning has not paid attention to the middle-aged and old-aged consumer groups or started to set foot in them, so it is best to attack and occupy the middle-aged and old-aged sportswear market under this background.
(2) Innovative strategy: Autumn Raiders;
A. Li Ning Company will develop a suit suitable for middle-aged and elderly people in autumn this year. Cheap, beautiful but not thin, thin but not cold.
B According to China's thinking, if the four seasons are divided into four different stages, and the autumn is the middle-aged and elderly people, our marketing planning target is the middle-aged and elderly people. I believe that relying on Li Ning's brand advantages, coupled with high-quality products and people-friendly services, will have unexpected gains in this period, achieve good benefits and strengthen Li Ning's brand effect.
C. quit the lovers' commemorative edition of sports shoes and sportswear on Tanabata.
(D) Analysis of competition between enterprises and competitors
1. The position of enterprises in the competition: The leading position of Nike and Adidas in the domestic sports brand market cannot be shaken in the short term. At the same time, the leading domestic sports brands have certain advantages compared with Anta, Peak and Conway, and the gap with international second-tier brands such as Reebok and Converse is not very big, so Li Ning is above domestic sports brands and below international sports brands.
(1) Consumer awareness: As the most successful national sports brand, it represents the rise and image of national sports brands.
(2) Enterprise's own resources: sufficient human resources, and the strength of design, marketing, management and planning teams is growing day by day.
2. Competitors of the enterprise:
(1) Main competitors: well-known foreign sports brands oriented by Nike and Adidas and local sports brands in Jinjiang (such as Anta and Xtep).
(2) Basic information of competitors: Nike and other well-known foreign sports brands occupy most of the domestic market.
Well, Jinjiang domestic sports brands represented by Anta also occupy a place.
3. Comparison between enterprises and competitors:
(1) Opportunity: There are few competitors in the region.
(2) Threat: There are many competitors and great pressure, and they may enter Beijing West Road and occupy market share.
(3) Advantages: As the forerunner of the success of national brands, it has a good consumption base, coupled with national emotional factors such as national plots, and the consumer market is broad.
(4) Disadvantages: The enterprise is in an embarrassing stage where it can't keep up, the development ideas are not clear enough, the strategic planning is not perfect enough, and the leadership decision-making ability of the leading group is weak.
Third, the marketing status and social analysis
With the development of social economy and the continuous improvement of people's living standards, people are pursuing high-grade spiritual enjoyment, but material enjoyment is still essential. People pursue health and environmental protection. A journey of a thousand miles begins with a single step. A pair of good shoes should not only look good after wearing for a long time, but also pay attention to protecting our feet and the whole body, which is far higher than the value of the shoes themselves.
According to the relevant statistical results, 80% of teenagers have bought sports shoes, which shows that the key market of "Li Ning" should be placed on teenagers and athletes; 68.3% teenagers have bought brand-name sports shoes, and 5 1.2% teenagers have bought "Li Ning" sports shoes, which shows that sports is a modern trend, and many people are willing to spend money on a pair of shoes that can enjoy the flavor of the times for this trend. The survey report shows that the quality and after-sales service of "Li Ning" sports shoes are very satisfactory, with satisfaction percentages of 96% and 94% respectively. This shows that "Li Ning" occupies a large part of the market and influence in the sports shoes market.
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