In order to ensure the orderly progress of work or things, it is often necessary to make plans in advance according to specific conditions, and planning is one of the planning tools. So what kind of plan is good? The following are three marketing plans I have compiled for you, for reference only. Welcome to reading.
Marketing plan 1 enterprise development and enterprise survival are always the most concerned issues for enterprises. Of course, enterprises can only develop if they survive. If even survival becomes a problem, there is no way to develop! Since enterprises want to survive, they must develop, and how much they know about the market also greatly affects the foundation of their survival. Doing a good job in marketing is very important for the development of enterprises!
Marketing plan for new product promotion of enterprises. Contents of marketing plan: All-round, three-dimensional, soft and hard market promotion should be carried out at the initial stage of new product listing. The marketing plan is as follows:
First, the theme of the event: caring for the family, you, me and him-lucky draw.
Second, the activity time: the introduction period of new products
Third, the purpose of the activity:
1, zero-distance contact with target customers, and rapid dissemination of product concepts and product benefits. (unchanged for two months)
2. Let the target consumers know, understand, try out and experience new products.
3. Let the target consumers know what they need, and guide and educate them.
4. Be a shopping mall hotspot, a community hotspot and an urban hotspot.
5. Attract a large number of target consumers.
Four. Activity content
1) Layout in the mall:
1, equipped with two excellent salesmen, introduces the concepts of products, companies, agents and consumption monitoring to customers, and strengthens the benefits of the company's products to customers.
2. Play the company's consumption monitoring feature film, preferably on big TV.
3, conditional shopping malls can engage in a little knowledge quiz "lucky draw, care for your family, you, me and him" activities.
Activity steps:
1) The sales staff distributed the product information of the counter to customers, and informed us actively, during which there was a prize quiz and lucky draw. After reading the information, you can get a lucky draw by answering a question correctly, with a winning rate of 100% and a grand prize-counter products (to be determined).
2) Gifts: general gifts and a grand prize (counter products). General gifts are small gifts made by the company (to be determined); The grand prize is one of the counter products, and there is a grand prize every day. You can add another one when you take it out.
3) Set a lottery box next to the counter, which contains two kinds of table tennis, of which only 1 yellow ball and 49 other white balls; A set of 40 question cards (preferably 100).
4) Rules: draw a lucky draw for answering questions correctly; There is only one chance to draw a lottery; Draw a white ball as a commemorative prize and a yellow ball as a grand prize; 100% wins the prize, and there is a big prize every day.
4. Consumer monitoring products enter the shopping mall dm.
5. Live popular advertisements.
Principle: concisely reflect the information of consumption monitoring products and lottery giving activities.
2) sp outside the mall:
1. Set up a publicity point at the main entrance of the mall. Promoters (ladies) will publicize the consumption monitoring products to every customer in the shopping mall, and point out the counter location and lucky draw activities.
2. Hang a banner at the main entrance of the mall: I wish the grand opening of the consumer monitoring counter. Or hang two vertical banners, from the beginning: "I wish XX Company the first export industry in July"; "I wish the consumer monitoring counter a grand opening."
3. Hang two floating hot air balloons and two banners in the shopping mall open space.
3) Promotion in urban communities:
This community promotion plan should be operated according to local conditions.
1, community selection:
1) It is best to be close to the counter, so as to form a three-dimensional pull in the area and show each other.
2) It must be a high-end community near the counter, where the target consumer groups gather, where the promotion can be said to have a "multiplier effect".
3) If the above conditions are met, first select 1-2 communities (one in the middle and one in the high end) for pilot, and then promote replication after the pilot is successful, and then carry out standardized urban community operation.
2. Orientation of community promotion
1) The promotion in the community must reflect the overall strength and brand image of the company and local middlemen; Reflect the long-term, safety and professionalism of manufacturers and middlemen serving the target consumer groups; Reflect the promotion of humanization, family and affection; Reflect the improvement of integrity, unity and coordination.
Marketing Plan Volume II I. Summary
Through the understanding and analysis of the enterprise and macro-micro environment, this scheme determines the problems and objectives of this investigation; Then, according to the enterprise's own situation and the characteristics of the target market, select appropriate research methods, formulate detailed research and design plans, and determine relevant data analysis methods; Finally, through the implementation of the research plan and the analysis of data information, the research report is obtained, which provides reference and basis for enterprise decision-making
Two. background
With the development of China's market economy and the acceleration of population aging, people pay more and more attention to the health and leisure of the elderly. In this context, toys for the elderly came into being and showed great market potential. However, compared with foreign developed countries, the variety and quantity of special toys for the elderly in China are relatively scarce, and there are even fewer enterprises specializing in the production and management of toys for the elderly, with a huge market gap. At the same time, the shackles of traditional ideas make people think that toys are children's patents, which also makes the public lack of awareness of toys for the elderly. Therefore, in order to understand people's cognition of the aged toys and preliminarily estimate the market prospect of our products in the Ann market, the research plan for the aged toys market of Fuan Kang Company is formulated.
(A) the macro environment
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According to the statistical bulletin of Xi Municipal Bureau of Statistics in 20xx, the total population of Xi in 20xx was 8,434,600, of which the elderly over 60 accounted for 14.83% of the total population, and the total number was about 1.25 million. Xi is rapidly moving towards a severely aging society.
2. Economic environment
Xi 'an's 20xx annual GDP reaches 324 1 100 million yuan, and its per capita GDP exceeds 5,000 US dollars. Residents' consumption has entered the stage of "enjoyment", while the total income of the elderly is about 7 billion yuan, with strong purchasing power.
3. Policy environment
The Law of the People's Republic of China on the Protection of the Rights and Interests of the Elderly promulgated by 1996 clearly stipulates that the state encourages and supports social organizations or individuals to set up old-age products, old-age welfare homes and other old-age industries. In recent years, China's social security system has been gradually improved, a modern old-age medical system has taken shape, the amount of pensions has increased year by year, the worries of the elderly have been gradually eliminated, and the consumption power has been gradually released.
4. Social environment
(1) With the deepening of China's family planning policy and the independence of the first generation of only children, "empty nest families" have become.
A universal social phenomenon. This has contributed to the objective demand of elderly people living alone for elderly toys.
(2)Xi 'an's aging population is close to that of first-tier cities such as Beijing and Shanghai, and the consumption demand for old-age products has increased sharply.
(2) Micro-environment
1. Enterprise status. Xi Fuan Ankang Company belongs to Shandong Dongying Dazhan Industry & Trade Co., Ltd., and is an elderly products manufacturer established in cooperation with Singapore Hongda International Group. Is the only designated partner of HTC Group in Chinese mainland.
2. Product status. Fuan Kang has six categories and twelve series products, with more than a thousand kinds of products, covering the health care, treatment, fitness and entertainment of the elderly and the disabled. At present, leisure sports (such as gyro, Gankun ball, Taiji Fan Chi, Taiji sword, diabolo and Taiji ball) are mainly introduced. ) and puzzles (such as Huarong Road, Jiuhuan and Kongmingsuo) are put on the market.
3. competitors. At present, there is a big gap in the domestic toy market for the elderly, and only a few toy enterprises have set foot in the toy products for the elderly, which has not yet formed an industrial scale. The development of foreign senior toy market has been ahead of the domestic market for more than 30 years, and has formed a relatively mature industrial chain and product system. Therefore, the entry of foreign brand enterprises will bring greater competitive risks to this enterprise. At present, the main domestic competitors are: Wuhan Youzhi Toys Co., Ltd., Shijiazhuang Good Toys Fitness Products Co., Ltd. and Jinan Tian Tian Laughter Technology Co., Ltd.
The competitive advantage of Fuan Kang Company;
(1) has complete varieties and excellent quality;
(2) Having stable, extensive and diversified sales channels;
(3) Have a professional product research and development team and a stable supply of goods.
Three. Research questions and research purposes
deliberate on a problem
As Fuan Kang Company is entering the northwest market for the first time, and An Market is the bridgehead of the northwest market, this research plan of An Market will comprehensively investigate the current situation of potential consumers in An Market and provide reference for enterprises to enter An Market.
Research purposes
1.Xi Calculation of the total market and regional total of aged toys.
2. The current situation of the target consumers' understanding of toys for the elderly and the analysis of the reasons.
3. Research on the consumption behavior of target consumer groups
4. Analysis of brand share of 4.Xi 'an senior toys.
5. Target consumer market trend forecast
Four. research method
(A) the main methods
This survey mainly adopts the method of random sampling by subsection system to conduct a comprehensive sampling of the residents in the whole city of Xi to ensure the principle of randomness. Mainly through face-to-face diagnosis.
(II) Supplementary method 1
This survey supplemented the convenience sampling and quota sampling in non-random sampling. Sample the settlement of different professional units by sampling in squares or activity centers with more target consumer groups.
(3) Supplementary Method 2
This survey supplemented the second-hand data collection and analysis methods, and consulted the literature to understand the basic situation.
4. Description
The first research method can be mainly used in areas with conditions, and two or three methods can be used in areas with poor conditions to enhance the operability of the scheme. This scheme only writes the implementation steps of the first method.
Research and Design of verb (abbreviation of verb)
(1) sampling scheme
1. Survey population
The object of this study is all the old toy consumers who live in Xi 'an over 20 years old, including the population with official household registration, floating population and permanent population. Specifically, it is divided into young and middle-aged consumers aged 20 to 50 and middle-aged consumers over 50.
2. Sampling method
(1) This study mainly adopts the subsection sampling method, and only the sampling methods of young adults are listed here. The sampling framework consists of three stages: urban (county)-neighborhood (village) committee-family (person). The sampling boxes of the three stages are as follows: (The following data are hypothetical data)
① Sampling list of township streets from 9 districts 1 county to 180 (36 streets were selected)
② Sampling list of 360 neighborhood committees in 36 streets (a total of 180 neighborhood committees).
③ 180 sampling list of neighborhood (village) committees (3,600 households were selected, and each household was given a questionnaire).
(2) In addition to sampling in the above way, supplementary spot sampling surveys were conducted in different urban streets and workplaces.
3. Sample size
According to the sampling error of the limiting factor of 5% and the confidence of 95%, the sample size can be calculated to be 400 people. According to the ratio of old people to young people in Xi city, it is about 1:9, and the sample size is set to 3600 young people and 400 old people.
Questionnaire design
1. Questionnaire type
According to the actual situation of target consumer groups (main consumer groups and auxiliary consumer groups), the questionnaire of this survey includes two types: young and middle-aged questionnaire and elderly questionnaire. Among them, the questionnaire for young and middle-aged people is self-filled, and the questionnaire for the elderly is mainly face-to-face interviews.
2. Design principles
(1) The content is concise and clear, and the logic is clear.
The questionnaire for young and middle-aged people should be concise, the questionnaire for the elderly should be easy to understand, and the questionnaire content should not be too much.
(2) Easy to answer
Because it is not appropriate to delay others' time when they visit the home (for young and middle-aged people) or the square (for the elderly), which will affect their life and rest, the questionnaire is mainly closed-ended multiple-choice questions.
(3) a clear purpose
The questions in the questionnaire should cover the five research objectives of this survey to ensure the validity of the questionnaire information.
3. Questionnaire structure
(1) Title (2) Description (3) Text Coding (4)
(5) Interviewee Project (6) Researcher Project (7) Conclusion
Marketing Plan 3 I. Team Introduction
Second, the project content
(1) product overview
(2) Product series
Third, the current marketing environment analysis
(A) Analysis of the current market situation
(B) Analysis of factors affecting the product market
Fourth, marketing strategy.
(A) product strategy
(B) the price strategy
Verb (abbreviation for verb) project evaluation income
(1) sales target
(2) Expected income
Implementation plan of intransitive verbs
(1) staffing
(ii) Time for implementation
Seven. budget
First, a brief introduction to the team.
In this crisp autumn season, six college students full of passion and dreams gathered together to form a small-scale entrepreneurial team. They are based on solid professional knowledge, driven by high entrepreneurial passion, aiming at realizing the value of themselves and the team, working hard, pursuing Excellence, exploring the unknown with our critical eyes, and creating dreams with our infinite passion. Small sample management members are:
Deng Tian, Peng Xiuqiong, Dai Li, Long Xinying, Luo Lu, Wang Jian
Team members have a good spirit of division of labor and cooperation, strong internal cohesion and strong sense of responsibility, which ensures the efficient operation of various businesses. Everyone has his own area of responsibility. From the formation of the team to the selection of products and the purchase channels of products, discussions are adopted and the best methods are adopted to implement them, thus improving the overall efficiency.
Second, the project content
(1) product overview
Our main business is girls' jewelry, which is imported from Korea and has various styles. Whether it is modern minimalist style, classical luxury style, bohemian style or romantic style, the small models and samples are vividly interpreted.
Gorgeous colors, unique design, noble and fashionable taste, I believe that small models will definitely become the favorite of many girls.
(2) Product series
Products are mainly headwear, including earrings, earrings, rings, bracelets, necklaces and other fashion accessories. The bracelets are sweet series, simple series and retro series.
Third, the current marketing environment analysis
(A) Analysis of the current market situation
1, competitor
There are many jewelry stores in the town not far from the campus, but the prices are relatively expensive.
2. Marketing environment
The marketing training competition is a large-scale competition of the college. Curiosity will lead students to watch and easily lead people to buy.
(B) Analysis of factors affecting the product market
1, population
There are nearly 3,000 people in the college, and women account for about 70%, accounting for a considerable proportion. Accessories are in great demand and have great advantages.
2, the economic situation of consumers
At present, college students' living expenses are basically higher than those in 800 yuan. After deducting food expenses, they have a large disposable income and strong purchasing power every month.
3, consumer psychological analysis
Pursue fashion and personality, show yourself and pay attention to your clothes.
4. Marketing environment
The marketing training competition is a large-scale competition of the college. Curiosity will lead students to watch and easily lead people to buy.
Fourth, marketing strategy.
(A) product strategy
Our target consumers are between the ages of 18-25. This kind of consumers advocate individuality, fashion and diversification, so our products are positioned as fashion, special and individuality. The product is novel and unique, which is a bright spot to attract this kind of consumers.
(B) the price strategy
Because most of our products are silver-plated and plastic, our products take the low-end route, and the product price is between 1- 12 yuan. Our team's business philosophy is small profits but quick turnover. We use integer pricing to sell products, but we absolutely guarantee the quality of products. Moreover, this pricing method is suitable for the shopping characteristics of "good quality and low price" of business school girls.
Verb (abbreviation for verb) project evaluation income
(1) sales target
Through effective publicity in the early stage, students can get to know our store and attract attention. Our estimated sales are as follows: (per capita consumption of 6 yuan) Day 1: passenger flow of 30 people, 6× 30 = 180 yuan; The second day: passenger flow 15, 6× 15 = 90 yuan; the third day: passenger flow: 8, 6× 8 = 48 yuan, total: 3 18.
(2) Expected income
In the case of ignoring the labor cost:
Sales profit = total sales-product cost-additional cost
That is, expected return = 3 18- 150-80 = 88 yuan.