In the new year's marketing work plan, the first thing to do is to formulate marketing objectives, which are concrete and data-based objectives, including the overall annual sales objectives, cost objectives, profit objectives, channel development objectives, terminal construction objectives, staffing objectives and so on. , and do a detailed decomposition. For example, the sales target of end products should be decomposed into every region, every customer, every system and so on. Circulation products are decomposed into every region, every customer, etc.
The second is product planning. New product development plan and product improvement plan based on consumer demand analysis; Analyze regional leading products through sales data and draw up regional product sales mix; According to the characteristics of different regional markets and the existing customer network resources, the channel positioning of regional products is put forward. Then, a standardized price system should be formulated, from the CIF price to the suggested retail price, including the price fluctuation range of all intermediate links. Sometimes it is necessary to draw up a phased price adjustment scheme in combination with the product life cycle.
If the enterprise still has blank areas to fill, or the existing dealers can't afford to sell new products, it is necessary to formulate regional investment promotion plans or customer development plans. Terminal products also need to improve the development planning of Shang Chao store.
Then make a brand promotion plan to expand brand influence and enhance brand reputation and loyalty. It is necessary to define the theme of promotion planning and the form of promotion combination through terminal image construction, promotion activities, advertisements and public relations activities.
Finally, the marketing cost budget, which calculates the distribution ratio of each project cost, each product cost and each stage cost respectively.
In this way, the overall annual work summary and the new annual marketing work plan can be considered as a complete system. However, in order to ensure the smooth and efficient development of marketing work, it is necessary to strengthen key work processes and key systems from within the enterprise and cultivate organizational execution.
According to the company's total sales of 654.38 billion yuan and 50,000 units in Shanghai in 20XX and the company's channel strategy in 20XX, the following work plan is formulated:
I. Market analysis
The price war in the air-conditioning market has gradually started for several years. The low-end demand of the secondary and tertiary markets, along with the continuous improvement of urban construction and people's living standards and the arrival of the product upgrading period, has driven the sustained growth of the primary market, thus driving the expansion of the overall market capacity. In 20XX, the total domestic sales reached 20XX million sets, an increase of 1 1.4% compared with 20XX. 20XX is expected to reach 25-30 million sets per year. Industry data shows that the global market capacity is between 55 million sets and 60 million sets. China's market capacity is about 38 million units. According to the regional market share capacity, the air-conditioning market capacity in Shenzhen is about 400,000 units, and the sales target of 50,000 units accounts for 13% of the market share.
At present, Galanz's market share in Shenzhen air-conditioning market is about 2.8%, but industry data show that it has been in the stage of "shuffling" in recent years, and its brand market share will be highly concentrated. According to the strength and product line of the company for 20XX years, the annual sales target of the company for 20XX years is completely achievable. In 20XX, there were about 400 air-conditioning brands in China, and by 20XX, it dropped to about 140, with an average annual elimination rate of 32%. By 20XX, under the "encirclement and suppression" of first-line brands such as Gree, Midea and Haier, there are less than 50 brands active in the air-conditioning market in China, and the elimination rate is 60%. In 20XX, Lg was accused of dumping by the United States; Kelon encountered financial problems and its market share fell sharply. Shinco, Changhong and Oaks have also been adversely affected by enterprises and brands, and their market share has also declined. Japanese brands such as Panasonic and Mitsubishi were influenced by the strong Japanese sentiment of arriving in China in 20XX, and their market share was relatively large. However, Galanz air conditioning has shown a rapid growth trend in the Guangdong market. However, the market base in Shenzhen is relatively weak, the team is still relatively young, and the brand influence needs to be consolidated and expanded. According to the above situation, the following work plan is formulated.
Second, the work plan
According to the above situation, we plan to focus on six tasks in the 20XX annual plan:
1, sales performance
According to the company's annual sales task and monthly sales task. According to the specific situation of the market. Break it down into monthly, weekly and daily. Break it down into monthly, weekly and daily sales targets of various systems and stores, and complete the sales tasks in each time period. And improve sales performance on the basis of completing the task. The main means are: improving team quality, strengthening team management, carrying out various promotional activities, and formulating reward and punishment system and incentive scheme (according to the market situation and the actual situation of each time period). This work is always concentrated in the peak season. In the peak sales season, we will carry out strong promotion activities for professional home appliance systems such as Gome and Suning, and vigorously promote large-scale terminals.
2. Agency management and relationship maintenance
Effectively manage and maintain the relationship with existing k/a customers, agents or future k/a agents, establish customer files for each k/a customer and agent, understand the pre-sales situation and strength, and spread the company's corporate culture and new products in 20XX. This work was completed at the end of August. Irregular transmission after the peak season and before the peak season. Understand the basic situation of each k/a and the agent in charge, visit regularly and communicate effectively.
3. Brand and product promotion
Brand and product promotion cooperate with and implement the company's 20XX-20XX regular brand promotion and product promotion activities, and plan some low-cost public relations publicity activities to enhance the brand image. Such as "Galanz air conditioning health and environmental protection love my family" and other public welfare activities. If possible, joint promotion with various k/a systems can not only expand the influence, but also establish a good customer relationship. Product promotion mainly includes some "roadshows" or outdoor static exhibitions for product promotion and normal business promotion.
4. Terminal layout (in line with channel expansion of business lines)
According to the company's sales target in 2008, the popularity of channel outlets will be greatly improved. According to this situation, actively cooperate with the work of business departments at any time and place, and actively cooperate with the image construction of shops in shops, parks in gardens and cabinets in shops (according to the requirements of six atmospheres for the layout of company booths). Actively arrange positions for promotion, sample tracking and product display. This work is carried out according to the needs of the company's business department. The layout standard is strictly in accordance with the company's unified standards. (Special circumstances will be adjusted in time)
5. Planning and implementation of promotional activities
The planning and implementation of promotion activities are mainly carried out in the peak season from April to August 2008. One is to strictly implement the company's promotional activities, and the other is to flexibly plan some promotional activities according to the market situation at that time and the promotional activities of competitors. The theme idea avoids its advantages, attacks its disadvantages, and focuses on planning and implementation according to the company's product advantages and resource advantages.
6. Team building, team management and team training
Team work is divided into four stages:
The first stage: August1-August 30th. A, some promoters focus on investigation and quantitative assessment. Get rid of some people with insufficient ability, and focus on retaining about 40 people for key training. B, formulate the relevant team management system, clear responsibilities and scope of work, and improve the work report of the promoters. C. complete the training materials of galanz air conditioning system.
The second stage is from September 1 to February 1, -20XX. The second stage is mainly to carry out systematic and intensive training for the main teams, cooperate with the company's brand and product promotion activities and plan a series of brand and product promotion activities, cooperate with business departments to expand outlets, actively carry out terminal layout construction, and maintain effective communication with the original terminals to maintain good terminal relations.
(1) the training system to arrange hierarchical centralized training.
Business personnel → promoters
Training lecturer
② Make use of weekly meetings to conduct centralized training for all promoters.
September 1-June 65438+1October1:Conduct four corporate culture trainings and industry knowledge trainings.
101October1-10/October 3 1: four professional knowledge trainings were conducted.
165438+1October1-165438+1October 30th: Conduct four-section training on promotion skills.
65438+February1-65438+February 3 1: Conduct mentality guidance, training and mentality construction four times at any time.
20xx65438+1October1-65438+1October 3 1: Conduct four promotion activities and terminal layout training.
20XX February1-February 29th: Conduct on-site simulated sales training and on-site testing for all members. And at the end of each month, quantitative assessment is carried out to follow up sales.
Stage 3: 20XX February1-February 29th.
① It takes one week to recruit promoters according to the number of outlets, and 10 days to systematically train, assess and screen new promotions. After a week's probation of in-store personnel, the promotion of qualified personnel will be assessed, and the positions and personnel will be finally determined to ensure that all terminal positions are filled before March/kloc-0.
All work is based on basic work.
The fourth stage: 20XX March1-July 3 1.
In the fourth stage, the whole Shenzhen market will be launched in an all-round way, and all the work will focus on improving sales.
First: track the supply, ensure the supply is sufficient, coordinate the proportion, realize inventory optimization, and try to avoid the phenomenon of out-of-stock or out-of-stock in the exercise.
Second, recruit and train temporary promoters to prepare activities, and strive to build a team that is effective in all aspects.
Third: strictly implement the company's sales strategy and promotional activities, plan and implement promotional activities to stimulate the market and increase sales.
Fourth, follow up the promotion and rational distribution of gifts.
Fifth, carry out distribution construction and enhance brand image. Follow-up counseling and supervision.
Sixth: quantitative assessment every month.
Seventh: break down the monthly tasks, and break down the work tasks in strict accordance with the wbs method, so as to achieve interlocking, clear responsibilities, responsibility to people, and inseparable work details.
Eighth: using four means of team management: weekly work meeting; Follow-up consultation; Debriefing talk; Report management. Strictly control the team and maintain the stability of the team.
Ninth: conduct market research, market dynamic analysis and information feedback from time to time, and be a good communicator between enterprises and markets. Make every effort to establish a rapid response mechanism.
Tenth: coordinate the relationship between agents and distributors. According to the technical and personnel support, go all out to complete the dock task.
The above is the work plan for 20XX years. If you are thoughtless, please advise!
Jewelry Sales Work Plan Part II
First, the sales concept:
When counter salespeople face potential customers, every salesperson should do the following:
1. Smile. 2. Clean appearance. 3. Pay attention to each other's words. 4. The added value of recommended goods. 5. Demand the most fashionable and concerned topics of consumers to attract consumers.
Second, understand the characteristics of goods:
As a salesperson, the purpose of understanding the basic knowledge of goods is to help build customers' confidence in buying and promote sales. 1. Explain to customers the value of jewelry and jade and the' safety' of the world's first package recycling based on the quality of goods. 2. Explain the special features of goods to customers.
Third, know your customers.
1. The main obstacle for customers to buy (1) is lack of confidence in jewelry, and (2) lack of confidence in jewelers.
2. Customer type: Knowing what kind of customers are is the basis of doing business with customers. To understand customers, we can start from these aspects: (1) Observe carefully; (2) Speaking and listening
3. Customers' purchasing motivation
4. Customer's purchasing process: (1) Creating desire (2) Collecting information (3) Selecting goods (4) Purchasing decision (5) Post-purchase evaluation.
Fourth, common sales terms.
As employees of jewelry stores, using professional and standardized sales expressions can not only establish brand image, but also build customers' purchasing confidence. Therefore, every shop assistant is required to use common expressions:
1. Greetings when customers enter the store: "Hello!" Good morning. Welcome to visit. what can I do for you? what can I do for you? "Please look around. A moment, please. Sorry to have kept you waiting. Welcome to visit next time. Goodbye.
2. Professional terms when displaying goods
(1) Introduce jewelry terminology: ABC goods, etc. Who will add value?
(2) Sales terms that encourage customers to try them on. A. This Yu Pei is a natural A product, and this price is particularly suitable; B: These are the new styles in our shop. Please have a look. These models are classic wedding dresses. You can try. D this style suits you very well; You have good taste. This is the most popular style this season. it wont hurt you to try it F: There are hundreds of styles in this shop. As long as you choose patiently, there is always one that suits you.
3. Polite expressions on the counter
(1) This is a beautiful gift. Let me wrap it for you.
(2) Here is your invoice, please keep it;
(3) How much to charge and how much to change? Thank you.
4. Polite expressions when customers leave
(1) Unfortunately, there is no product you are satisfied with this time. Please come again next time.
(2) We will call you as soon as the new goods arrive (after changing the ring);
(3) Here's a brochure about jewelry knowledge and jewelry maintenance for you.
Verb (abbreviation for verb) services sold in China.
1. Customer entering the store: No matter what job you have, you should put it down. Smiling, cordial greetings: "Hello (good morning, good noon, good afternoon, good evening …) What do you choose?" Please pick whatever you like and try it on. "
2. When the customer shows interest, be familiar with the goods and immediately take out the goods that the customer is interested in. The performance is as follows: a. Suddenly stop when walking; B keep your eyes on one; Asking about a new model or a certain model.
Show suggestions
(1) handle with care: it can show the preciousness and quality of the shopping guide, and also let customers pay attention when trying on it;
(2) Observing customers: the color and dress habits of face and hand skin are helpful to introduce styles to customers and show the professionalism of shopping guide;
(3) The recommendation should be based on the styles that customers like, and the customer's wishes cannot be forcibly changed, which may easily lead to the failure of the transaction. We can put forward some views and opinions in the sales process.
Work Plan for Jewelry Sales Part III
In the new year's marketing work plan, the first thing to do is to formulate marketing objectives, which are concrete and data-based objectives, including the overall annual sales objectives, cost objectives, profit objectives, channel development objectives, terminal construction objectives, staffing objectives and so on. , and do a detailed decomposition. For example, the sales target of end products should be decomposed into every region, every customer, every system and so on. Circulation products are decomposed into every region, every customer, etc.
The second is product planning. New product development plan and product improvement plan based on consumer demand analysis; Analyze regional leading products through sales data and draw up regional product sales mix; According to the characteristics of different regional markets and the existing customer network resources, the channel positioning of regional products is put forward. Then, a standardized price system should be formulated, from the CIF price to the suggested retail price, including the price fluctuation range of all intermediate links. Sometimes it is necessary to draw up a phased price adjustment scheme in combination with the product life cycle.
If the enterprise still has blank areas to fill, or the existing dealers can't afford to sell new products, it is necessary to formulate regional investment promotion plans or customer development plans. Terminal products also need to improve the development planning of Shang Chao store.
Then draw up a brand promotion plan to expand brand influence and enhance brand reputation and loyalty, which needs to be divided into terminal image building, promotion activities, advertising, public relations activities and so on. Clarify the theme of promotion planning and the form of promotion combination.
Finally, the marketing cost budget, which calculates the distribution ratio of each project cost, each product cost and each stage cost respectively.
In this way, the overall annual work summary and the new annual marketing work plan can be considered as a complete system. However, in order to ensure the smooth and efficient development of marketing work, it is necessary to strengthen key work processes and key systems from within the enterprise and cultivate organizational execution.