Template of College Students' Marketing Planning I. Planning Summary
1, the annual sales target is xxx million yuan;
2.xx dealer outlets;
3. The company has a certain reputation in the automatic control product market;
Second, the marketing situation
Air-conditioning automatic control products belong to the supporting products of central air-conditioning and other industries, and are restricted by the upstream product consumption market, but the total demand is still considerable. With the continuous improvement of urban construction and people's living standards, as well as the arrival of the product upgrading period, it has driven the sustained growth of the market, thus driving the expansion of the overall market capacity. Xx is located in the middle of China, and the demand for air-conditioning automatic control products is relatively large:
1, hot in summer and autumn, cold in spring and summer;
2. The real estate industry of 2.xx has developed rapidly in recent two years, especially the construction of middle and high-grade commercial houses and villas;
3.xx will be included in the western development, which will increase the construction of various basic projects;
4. the financial city of 4.xx;
5, XXX and other large industrial parks and development zones;
6. The improvement of people's requirements for their own lives; To sum up, air-conditioning automatic control products, especially high-grade air-conditioning automatic control products, have great development potential in xx.
Generally speaking, there are three ways to sell air-conditioning automatic control products: project bidding, real estate group purchase and private projects. Project bidding channels occupy a large share, but real estate group buying and private projects have developed rapidly and have shown a diversified development trend.
Judging from the sales channels of enterprises, most companies adopt the model of office plus dealer. In 20xx, domestic air-conditioning automatic control products enterprises increased their efforts to lay out the national marketing network and consolidate traditional channels, and strengthened their public relations cooperation with design institutes and management departments. For air-conditioning automatic control products enterprises that entered the market late, because the market accumulation time is relatively short and they are eager to open the market quickly, the channel mode of office plus distribution system is basically adopted. In order to respond to the market quickly, all automatic control products entering the xx market are in stock in xx. Xx air-conditioning automatic control products have a large market capacity, great potential, and the overall development trend is promising. Therefore, there are great market opportunities for brands that have not yet entered the xx market. As long as we adopt appropriate marketing strategies, we can squeeze into the xx market. At present, Shanghai Zhengyi has a weak market foundation in xx air-conditioning automatic control products, and its team is still relatively young, so its brand influence needs to be consolidated and expanded. In the process of sales, we must be very clear about the advantages of our company and play to the extreme; And we should find out the weaknesses of our company and put forward them in time to overcome them and realize the maximum value; Improve the service level and quality, penetrate the service consciousness into every link of communication with customers, and pay attention to various services such as pre-sale, in-sale and after-sale return visits.
Third, the marketing objectives
1, air conditioning automatic control products should be based on long-term development and strive to take root in xx. In 20xx, we mainly established a perfect sales network and model projects, with a sales target of xxx million yuan;
2. Squeeze into the first-class supplier of air-conditioning automatic control products; Become a fast-growing successful brand;
3. Drive the sales and development of the whole air-conditioning products with air-conditioning automatic control products;
4. Short-term marketing goal: make the marketing performance grow rapidly in a short time, and make its own products become well-known brands in the industry by the end of the year, replacing some markets of the same level products in the province;
5. Devote to developing the distribution market, and by the end of 20xx, the number of distribution business partners will reach xx;
6, regardless of mental and physical strength, we must devote ourselves to the work, so that the work has high efficiency, high income and high salary development.
Fourth, marketing strategy.
If air-conditioning automatic control products want to grow rapidly and gain competitive advantage, the best choice must be the overall competitive strategy of "target concentration". With the rapid development of xx economy and the expansion of urbanization scale, the consumption potential of air-conditioning automatic control products market is huge, and the target concentration strategy is our wise competitive strategic choice. Focusing on the overall competitive strategy of "target concentration", we can adopt specific tactical strategies including: market concentration strategy, product belt concentration strategy, dealer concentration strategy and other supporting strategies for target concentration.
Overall marketing strategy: the combination of all-staff marketing and direct marketing and channel marketing.
1, target market:
Blooming everywhere, central cities and small and medium-sized cities break through at the same time, focusing on developing industry model projects, vigorously developing key regions and key agents, and rapidly promoting product sales and sales.
2. Product strategy:
Drive overall sales with overall solutions: Our products are required to form a complete solution with successful cases, thus driving the sales of all products. Size interaction: sales of air-conditioning automatic control products drive sales of valves and other products, and products such as valves promote sales of air-conditioning automatic control products.
3. Price strategy:
High quality, high price and high profit rate are the principles; Make a realistic price list: the price list is divided into two layers, the media public quotation and the lowest market price. Formulate higher monthly and quarterly rebate policies and control the marketing system. Strictly control the price system to ensure the profit space of first-class dealers, second-class dealers, project engineers and end users. In order to adapt to the market, the price policy should be positive.
4. Channel strategy:
(1) Distribution partners are divided into two categories: First, distribution customers are our key partners. Second, engineering customers are our basic customers.
(2) Channel establishment mode:
A, take a step-by-step approach, first initialling the agreement, then making the sales forecast table, and then formally signing the agreement to order the first batch of goods. If you don't purchase goods, you can't sign an agency agreement;
B, adopt the method of finding important customers, push the goods to the dealer through negotiation, and then our sales and market support will keep up;
C, choose a competitive attitude among agents, and we have a potential local customer in the negotiation, so that we can take the initiative and have high visibility. Can't enter the market in a low profile;
D. After initialling the agreement, the name of the initialling agent can appear in our advertisement, provoking the contradiction between the distributor and the original manufacturer, and we take the opportunity to enter the market;
E. In the local regional market, it is necessary to ensure that a local secondary agent can become a primary agent at any time, so as to become a threat to the primary agent and play a role in promoting it.
(3) The market has the power to push and pull. To achieve rapid growth, the driving force must be adopted. Pulling requires a long period of cultivation. To this end, we will focus on developing channel distribution. In addition, the personnel in charge of key customers and engineers will focus on the industry market and engineering market, and strive to complete 4-5 model projects within three months to build confidence for internal personnel and distributors. By the end of the year, complete your own marketing quota.
5. Personnel strategy:
Basic ideas of marketing team: a, open mind; B, conquer yourself; C, professionalism;
(1) vertical contact between business teams, efficient communication and quick response. Team building is flat.
(2) Internal reporting system and sales reward system.
(3) Selling products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is the solution.
(4) Prepare a sales manual; Including the rules of the game, technical support, the scope and functions of the marketing department, the problems that can be solved and the support provided.
Verb (abbreviation for verb) sales plan
1, the company should make good use of the Shanghai brand and adopt the brand development strategy;
2. Integrate various local resources in xx and establish a perfect sales network;
3. Cultivate a group of good customers and establish a good social network;
4. Establish an excellent marketing team;
5. Choose the market operation mode suitable for the company;
6. Grasp the characteristics of the company's products and find the selling points of the company.
7. The company should adopt the market operation mode of combining direct selling and distribution in xx; Direct selling is a model project to promote the development of distribution network, and distribution regards sales volume as the profit growth point of the company;
8. Direct selling uses a combination of personnel promotion and some media publicity to expand the market. For air conditioning automatic control products, community promotion method and demonstration project persuasion method of key construction machinery projects can be adopted;
9. In order to enter the market as soon as possible, which is conducive to the long-term development of the company, we will March into major cities in the province with Changsha as the center and local cities as the profit growth point;
10 and xx channels should adopt flat mode, and do a good job in channel construction and management. In channel construction, there can be no provincial general distributor, and each prefecture-level city should have two first-level distributors. The marketing tentacles should be extended to the county-level market with market value, and the long-term guerrilla mode of other air-conditioning automatic control products brands in the prefecture-level market should be changed, and positional warfare should be adopted to establish a brand operation mode with long-term interests with distributors and a brand operation mode in each regional market.
Preface of college students' marketing planning template;
In today's society, the economy is developing rapidly and people's living standards are improving. With the improvement of living standards, people's health awareness is also increasing. People pay more and more attention to personal hygiene and disease prevention. In addition, in recent years, SARS, avian influenza, influenza A and other epidemic diseases are rampant, which makes people pay more attention to personal hygiene. The hand is the part where people often contact foreign bodies, and it is the part that is most likely to contact and infect viruses. Therefore, the most important step to advocate the prevention of epidemic diseases is to disinfect hands, and the demand for hand sanitizer is gradually increasing.
So there are more and more hand sanitizers on the market. There are many classifications, but the effects are different, and there are certain restrictions. Most hand sanitizers need to be washed with water. If they are not washed with water, there will be residues, which will affect the quality of diet. Moreover, most of them contain corrosive components such as alcohol, and excessive use will hurt hands.
In this case, xxxx co., ltd developed "xxx disinfectant series". The unique and novel "zero harm" formula has set off a green revolution in disinfection products in the field of health. This series of disinfection products dissolves and breaks through the cell walls, cell membranes and nuclei of bacteria and viruses by the way of "ion charge attraction", which leads to the change of cell component permeability of bacteria and viruses, leading to their rapid decomposition and death, thus achieving the effects of safety, high efficiency, disinfection and sterilization. The quality of this product is at the international level. With the new formula of "compound quaternary ammonium salt", it has passed the inspection and certification of eight institutions at home and abroad, and the Ministry of Health of China officially approved the production of new, high-tech and high-quality "xxx" series disinfection cleaning agent products.
"xx antibacterial hand gel" also entered the xx hand sanitizer market with the advantages of small bottles, convenient carrying and no washing. I believe it will highlight its advantages and occupy a certain market share.
First, the current situation analysis
1, macro analysis:
With the gradual improvement of people's living standards, people pay more and more attention to health. Xx is a big city with a large population, a large proportion of college students and office workers, and a stronger sense of health. In addition, with the outbreak of various epidemic diseases in recent years, everyone has developed a good habit of washing their hands frequently, and hand sanitizer has therefore become their daily necessities, so the market for hand sanitizer is growing and the competition will become more and more fierce.
2. Microscopic analysis:
(1) market potential. It can be seen from the analysis that this is a market with great potential. China has a large population, which is a huge consumer market. Coupled with the outbreak of SARS, avian influenza and influenza A in recent years, people pay more and more attention to the prevention of various diseases through cleaning and hygiene, and the awareness of hygiene is further strengthened, especially the cleaning of susceptible hands, so the demand for hand sanitizer will increase greatly.
(2) competitors. At present, there are many kinds of hand sanitizers on the market and the competition is fierce. Among them, Blue Moon, Vales, Shufujia, Imperial City and other major brands occupy most of the market, and each brand has its own characteristics and advantages. It is difficult to break this pattern at once and occupy the market quickly. Therefore, we should give full play to the advantages of "xxx" and explore the blue ocean market as much as possible. For example, through investigation, most hand sanitizers of other brands contain corrosive ingredients such as alcohol, and most of them are large-capacity shower gels, and "xxx" has its own characteristics in this respect, such as small capacity, convenience and portability, spray type, foam type and no washing.
(3) the characteristics of consumers. The target is college students and office workers, with strong awareness of health and disease prevention. Paying attention to daily life and environmental sanitation has become their conscious behavior, so hand sanitizer has become increasingly indispensable to them, but the effect, brand and price of hand sanitizer will affect their choice.
Through investigation, we found that for hand sanitizer, college students and office workers mainly pay attention to the effect and brand of the product, followed by the price, but the prices that students and office workers are willing to pay are also different. Students have no financial resources, generally can not accept higher-priced products, and are more inclined to whether the products are good and cheap; Moreover, office workers have a certain source of income. Generally speaking, good quality, good effect, good brand and high price are acceptable.
3. Analysis results:
(1) Advantages: xxx hand sanitizer does not contain corrosive components such as alcohol, does not need to be cleaned with water, does not cause irritation and does not hurt hands, has good sterilization ability, is bottled in small bottles, is convenient to carry, and is suitable for the younger generation, just because they have a strong sense of hygiene, so hand sanitizer has become their necessity, people pursue freshness, and the market prospect is very good.
(2) Disadvantages: the brand effect of xxx is not enough, and it is difficult to compete fiercely with other big brands, and the price is relatively expensive, which is difficult for ordinary consumers to accept.
(3) Opportunity: Due to various epidemics, the hand sanitizer market has yet to be developed. As long as we increase publicity, highlight the advantages of products and let consumers understand and accept them, we will certainly play our role.
(4) Threat: Other manufacturers have also noticed this market, and their products are also unique and relatively cheap. In addition, the competition of famous brands has also brought great pressure.
Second, goal setting.
1. Planning purpose:
Hand sanitizer should be put on the market based on the Pearl River Delta, build a brand that consumers love and occupy a large market share.
2. Planning objectives:
(1) Target market: the hand sanitizer market for college students and young office workers to wash their hands daily;
(2) Market positioning: it will become a favorite hand sanitizer for the general public, and xxx will occupy 30% of the market within 3 years, and continuously expand our market.
(3) Problems to be solved.
Brands used for disinfection in the market Many consumers don't know much about xxx brand. We must find the right way to promote it, and we can't advertise it because P&G has done a good job in this respect.
Third, product strategy.
1. Product description:
The name, specifications and characteristics of the xxx products we will sell.
2. Features:
The target market of our hand sanitizer is college students and office workers, all young people who like new things. Therefore, according to the characteristics of this consumer group, our products have the following characteristics: exquisite and small, easy to carry; Fast and convenient to use; Beautiful appearance; Non-toxic, non-irritating, and does not hurt hands.
3. Function:
(1) This product is liquid, which can effectively kill hand bacteria and odor;
(2) the 2)PH value is neutral;
(3) contains aloe extract, which can moisturize the skin for a long time;
(4) It can kill germs instantly.
4. Main ingredients:
Dialkyl methyl double-chain compound quaternary ammonium salt, the content of effective components is 1.9%-2. 1%.
5. How to use it
Spraying: spray a proper amount of disinfectant on your hands and gently rub them to achieve disinfection effect.
bale
We use inkjet to pack, which is convenient for consumers to carry and keep their hands clean at all times.
Fourth, price strategy.
1. Pricing strategy:
Because our product market is college students and young office workers, we will enter the market at a mid-range price to better establish our brand reputation.
2. Current market situation:
At present, the hand sanitizer on the market is mainly bath type, and the price ranges from 10 to 20 yuan \250ml.
3. Price factor:
Our product pricing takes into account the following factors: production cost, packaging design cost, similar product price, publicity fee, management fee, reasonable profit, transportation fee, agency fee and investigation fee.
4. Final pricing:
According to our market positioning and price factors, we will position the final price of this product as: 22 yuan \60ml. Supply price 10.6 yuan.
Fifth, channel strategy.
In order to reach the white-collar market and college students' market in xx as soon as possible and increase the market share, we have chosen indirect and direct parallel sales channels, that is, to provide products to middlemen such as retailers and distributors, and at the same time, we will set up special counters in most department stores and supermarkets to facilitate consumers' purchase. In order to improve the overall image of our company, we require all employees to wear uniform clothes and keep clean and tidy. Besides, in order to prevent products from being out of stock or in short supply, we can replenish products in time. We organized a huge transportation team. If the above things happen, we will immediately transport products from Shanghai to xx to provide them to major middlemen and our product counters. We promise that we will provide quality products and services to consumers.
In order to establish a good image of "xxX hand-free disinfectant" in xx as soon as possible and enter the white-collar and college students market in XX, good management and moderate control will certainly play a multiplier role.
Modern people worry that big fish and big meat will lead to diseases such as high cholesterol, high blood pressure and stroke. Therefore, people urgently need natural, healthy, convenient and accessible food, and fresh canned fruit juice is one of them. At present, the concentration of most fruit juices on the market is only 10%-30%, and there are not many kinds of pure fruit juices, so it is a market worthy of intervention.
First, the beverage market competition situation
1. Market leader: xx pure juice
2. Market challenger: xx juice
3. Market followers: xx Fruit Garden
4. Market replacement: XX pure fruit dew, a product of our company.
Second, the target market of beverage marketing
Office workers who eat out: Most office workers solve their lunch outside or bring their own lunch boxes, or order lunch boxes collectively or eat out. It is inconvenient to eat fruit, so canned fruit is a healthy and convenient choice for them.
The second stage will be extended to primary and secondary school students and eventually to all health-oriented families.
Third, the beverage market segmentation.
1. Gender: female (majority) male (minority);
2. Income: the monthly income is more than xxx yuan;
3. Consumption habits: like cheap and convenient items;
4. Lifestyle: pay attention to health, beauty and beauty;
5. Area: XX City, a highly urbanized area.
Fourth, commodity positioning.
1. Commodity: "Pure fruit dew" is a fruit plan, but the name denies "plan" because "dew" gives people a more precious feeling than "juice", which means concentration and careful refining.
2. Packaging: 150cc aluminum foil packaging, limited appetite after meals, 150cc is just right, you can drink it all at once, and the aluminum foil packaging is light in weight and convenient to carry.
Verb (abbreviation of verb) access strategy
supermarket
fast food restaurant
Convenience stores and parity centers
Department store's food plaza
Foreign pastry bakery
Coffee shop
Lunch box contractor
wineshop
Restaurant, restaurant
discotheque
Stations, airports
Government barracks welfare station
School welfare association
snack bar
roadside market
Bus ticket booth
Binglangtan
Vending machine eight. promotion policy
(1) Advertising:
1. Radio stations: icrt, Zhongguang Pop Network, Youth Network and Music Network;
2. TV: three stations from six to nine;
3. Newspaper: xx newspaper;
4. magazine: xxx；;
(2) Promotion:
1. Try drinking;
2. raffle: cut corners on the box or buy a box of raffle tickets;
3. Gifts: Gifts will be given as soon as the corner of the container is cut;
4. Cooperate with TV program gifts: storm, lust, invincible, happy fax, call 50;
5. Sponsor public welfare activities.
(3) publicity reports:
All promotional activities can be written as press releases for news media to report.
Marketing planning template for college students 4 1. market analysis
There are seven kinds of newspapers and periodicals about English learning published by our school, including 2 1 century newspaper, English weekly newspaper, English tutoring newspaper and Crazy English. The competition is fierce. At present, I understand that the English version of Learning Newspaper is entering our school market in large quantities. It is understood that their sales model is simply to promote sales in the dormitory of the university campus, but the coverage is not wide, and it is often based on one-sided words. However, the delivery of newspapers or magazines in the later period has become the biggest problem. It often happens that newspapers or magazines are not delivered in time, or newspapers are overstocked, which does not leave a good impression on students. This is a good advantage for New Oriental English, which has just entered our school market.
Second, the sales target analysis
Sales target: 20xx undergraduate freshmen of xx University.
Total target population: about xxx freshmen are expected.
Object requirement analysis:
(1) For college students who have just stepped into the ivory tower, they already have their own English learning goals in mind. After passing CET-4 and CET-6, they will strive for higher goals.
(2) In our school, because there will be an English placement test about ten days after freshmen enter school, students who have been away from the exam for several months will pay more attention to this exam. However, they rarely bring their previous textbooks or materials without knowing them in advance, so this is also a favorable starting point for the promotion of New Oriental English.
(3) The reform of CET-4 and CET-6 now puts forward higher requirements for the English level of contemporary college students. The effective and basic way to improve English performance is to enlarge vocabulary. It is what many freshmen want to know to find a material that can effectively help them enlarge their vocabulary and improve their overall English ability. At the same time, passing CET-4 has become the goal for students to learn English.
Third, the marketing field and personnel.
(1) On-the-spot analysis of the promotion market: xxx University has a vast territory and concentrated dormitories;
(2) Sales staff: In order to better carry out marketing and sales promotion, sales staff should be located in the dormitory area of freshmen, so as to achieve favorable publicity and sales promotion, seize more markets in the school at the first time, and provide more convenience for the issuance of newspapers in the future. At the same time, considering that it is inconvenient for boys to enter girls' dormitories, salespeople should have a certain proportion of men and women, so as to establish favorable geographical advantages;
(3) According to the field analysis of the market, it is estimated that a total of about xx salesmen will be distributed in the freshmen dormitory on campus for publicity and promotion, and X people will be needed to publish magazines in the later period.
Fourth, publicity and marketing.
Publicity theme: read xx English and be the master of the future!
Sales tenet: honesty and trustworthiness, service first, customer satisfaction!
Pre-preparation:
(1) Personnel recruitment: Considering the difficulty of early promotion, I will recruit students and friends who are more responsible, want to do it and want to stick to it, especially those who have had previous promotion experience. At the same time, considering the geographical distribution and gender ratio, the recruited personnel should be divided into five small teams, one of which is a girl, and the team leader with strong ability should be selected.
(2) Personnel training and experience exchange: As a sales team, we should have team spirit, and Qi Xin should make concerted efforts to do a good job in sales. The cultivation of team spirit requires team members to get along more and understand more. In order to get better promotion effect, it is essential to master certain promotion skills. Although a person's wisdom or experience is limited, the power of unity is infinite, which requires us to learn from experience extensively and communicate with each other. In addition, we should study hard theoretical knowledge and learn more marketing skills.
Verb (abbreviation of verb) to prepare for promotion.
(1) Arrive at school two days in advance, and make detailed promotion plan steps.
(2) Coordinate the members of the organization to boost morale!
Sixth, the promotion stage.
(1) Fixed-point publicity: At the entrance stage of freshmen, reception points will be set up at the main intersections of dormitories. Provide free drinking water for freshmen and their parents and make corresponding billboards for plane publicity. At the same time, if conditions permit, you can provide free newspapers in moderation.
(2) Promotion: Freshmen go to freshman dormitory for promotion.
(3) Seize the opportunity of hometown association to help freshmen understand university life and English learning, answer many puzzles of freshmen about the university, explain the importance and significance of English at the same time, and publicize our newspaper.
Marketing strategy: focus on grasping the psychology of the sales target.
(1) First of all, give people a cordial feeling. Self-introduction is very important. You need to bring our student ID card. As a senior or senior, you should be trustworthy in the eyes of freshmen. You can introduce them to the school as seniors or sisters, just like making friends. Smile when you speak, which brings us closer together. The importance of college English learning is fully revealed in the speech: as freshmen in our school, there will be an English placement test after entering the school, which will determine which class they will learn English in. Explain clearly the importance of graded testing. Students in the fast class have better English teachers, which helps to improve their English scores and take the CET-4 earlier. And many students came to school without any books or materials related to English. Buying this magazine can make some preparations for the exam and get back the feeling of English. It can also be used in college English courses and later CET-4 study.
(2) Take a sample with you when selling, try to be concise, and don't be too commercialized when cutting into the marketing theme, which will make the fresh graduates look disgusted.
(3) If you can successfully sell the magazine, you must issue a formal subscription invoice, preferably for the magazine. And leave the contact information of the campus supervisor. If you have any questions about newspaper delivery, you can report them to the campus supervisor. At the same time, the sales staff should take the initiative to leave their contact information. If you have any questions, you can ask our seniors or seniors. Even if you can't sell it in a dormitory, you should leave your senior or senior's contact number. On the one hand, you can give freshmen a chance to turn over, and on the other hand, you can publicize it to his or her roommate and leave a way for future subscribers.
Eight, the marketing stage
(1) Collect and sort out the latest subscriptions of each group leader every day.
(2) Hold a group leader meeting every day to solve the problems encountered in sales promotion.
(3) Hold a group meeting every day to encourage the team and Qi Xin to work together!
Nine, the late magazine delivery
(1) Based on the previous analysis of the market field, it is also convenient and quick to publish magazines later. Therefore, every freshman dormitory on campus will select an individual as the sender, and each issue of the magazine will be sent out in time to give the freshmen satisfactory service and impression, which is also an effective way to occupy and expand the market.
(2) In view of the loopholes in the delivery of other magazines and newspapers, which caused a bad impression on new customers, and some even offered refunds, the delivery service in the later period must be timely and thoughtful, and a reader feedback mechanism should be established accordingly: according to the number of people subscribing to magazines in each dormitory area, the delivery personnel in this area should be arranged (one delivery personnel in each dormitory is responsible); In addition, delivery personnel should also be supervised by new customers. Customers' problems in magazine delivery, such as untimely delivery, wrong delivery, missed delivery, etc., can be reflected to the campus supervisor, who will handle them and indirectly supervise and evaluate the performance of the salesmen.
(3) In order to avoid mistakes and omissions, it is necessary to make a corresponding form to summarize the student information that the magazine sender is responsible for, and make corresponding records for each magazine on the form, so that the distribution can be carried out in an orderly manner and the customer's dissatisfaction can be avoided!
X. after-sales investigation
It is beneficial to the improvement and development of the newspaper to conduct a questionnaire survey on each subscriber and put forward the advantages and disadvantages of the magazine.