1. Model Sales Plan
I. Marketing Background The Expo Center covers an area of 6,000 square meters, with unique conditions and advanced management. The post-service and related supporting services of industry and commerce, taxation, banking, traffic control and so on are complete, which can provide customers with integrated and all-round high-quality services, make it easy for operators in ancillary industries such as automobiles to operate and avoid multiple cumbersome procedures. For the majority of automobile and negative film industry operators to provide more perfect; Modern automobile trading places with broad market prospects.
In order to better carry out publicity activities and raise awareness, South Automobile Expo Center can have a higher position in the public mind, create momentum, and the early advertisements can also be carried out reasonably and scientifically; Successfully implemented, entrusted by it, specially arranged and formulated the pre-advertising plan of South Automobile Expo Center.
Second, the market analysis
1. Analysis of market environment advantages
A. Zhangmutou Automobile Expo Center is located next to Guan Hui Highway, with criss-crossing traffic such as roads and railways, and the traffic is very convenient and fast. With Zhangmutou as the center, the center radiates Tangxia, Qingxi, Huangjiang, Xiegang, Da Lang, Fenggang and other surrounding towns and villages, and its geographical environment is very superior.
B Zhangmutou, known as "Little Hong Kong", is a place where foreign investment and residence in Hong Kong, Macao and Taiwan are concentrated. There are intensive manufacturing and processing industries in the surrounding towns. In the next few years, Zhangmutou's economy will develop rapidly, creating a more favorable economic environment for the South Automobile Exhibition Center.
C. With the further economic growth and the gradual improvement of people's living standards, automobiles and their affiliated industries will make a new leap. In the next few years, automobile consumption will be the mainstream consumption of the public, family and personal cars will be more popular, and automobile consumption will be closer to popularization, which will create good market opportunities for the future development of Zhangmutou South Automobile Expo Center.
2. Analysis of its own advantages
A. At present, automobile sales in Dongguan and its surrounding areas are scattered, and most supporting service facilities are not perfect. Southern Automobile Expo Center is the first modern automobile trading market in Dongguan and its surrounding areas. The completion of the center will attract more customers' attention, consultation and investment in automobile and its affiliated industries, and the market prospect is very broad.
B its own environment is superior, it covers a large area, the whole Expo center has a reasonable layout, and large parking lots, exhibition halls, trading halls and other related supporting facilities are complete and perfect. It is a comprehensive professional automobile trading market integrating sales, after-sales service and spare parts supply, with high design and good quality. It is the first automobile trading center with advanced equipment and complete functions in Dongguan and even the whole Pearl River Delta region.
C. High-quality service, service facilities such as industry and commerce, taxation, traffic control, banking and insurance will enter the office, which will save a lot of cumbersome procedures for automobile transactions and make the whole automobile transaction faster and smoother. Member clubs, information centers and other related supporting facilities are perfect, which can provide customers with high-quality first-class services, provide automobile culture, new car release and on-site promotion activities for automobiles and their affiliated dealers, and are equipped with automobile beauty and decoration projects, making the whole trading center more standardized and integrated.
D. The communication, language inquiry, digital demonstration, information release, electronic camera and other hardware facilities of Southern Automobile Expo Center are also perfect, with luxurious and elegant decoration and comfortable and warm business environment.
Third, early market strategy.
1. Focus on market opportunities, conduct extensive publicity, make its advantages deeply rooted in people's hearts, and attract more dealers and manufacturers of automobiles and their affiliated industries to invest.
2. Try to show their strong advantages, foster strengths and avoid weaknesses, and expand their popularity and reputation.
3. Import CIS system (enterprise identification system) as soon as possible to achieve the strategic goal of entering the market.
4. Introduce modern management mode and quality service, establish a good corporate image and improve corporate reputation.
Fourth, the pre-advertising strategy
1. Advertising Positioning
The early advertising positioning should give reasonable consideration to the later advertising planning and the specific implementation of advertising. It is suggested that the supporting service advantages of South Automobile Expo Center should be taken as the advertising positioning.
2. Advertising demand
Take rational advertising appeal as the advertising appeal point, convince people with real facts, and facilitate the operation of advertising in actual operation.
3. Advertising objectives
Strive to combine advertising and other publicity means before opening, so that the South Automobile Expo Center will be deeply rooted in the hearts of the people and occupy a certain position in the market before opening. The target of advertising should be all car dealers, as well as manufacturers and dealers of their spare parts and car beauty decoration. Create a good reputation among them to enhance their own value, thus attracting more customers to consult and invest.
Media analysis of verbs (abbreviation of verb)
A among the numerous advertising media, Dongguan is dominated by TV, newspapers, outdoor, internet and radio. Among them, TV, newspaper and radio advertisements are effective, selective and targeted, and can reach the audience directly. Outdoor advertising works slowly, but it is the easiest to establish a good corporate image.
B in audio advertising media, TV and radio have two languages, Chinese and cantonese, but as far as advertisers are concerned, they don't have much preference for programs in the two languages.
C. Media utilization should follow the overall strategy of advertising, put it in stages, be closer to the target group, simplify communication channels, and effectively use advertising resources.
VI. Timetable for Media Release
Remarks on the delivery time and delivery mode of advertising purpose in media advertising forms
20xx65438+February "Southern Metropolis Daily" automobile special issue, leaflets, gift advertising customized corporate image advertising, improve visibility and establish a good corporate image. Newspapers are published every other issue.
20xx 65438+ Southern Metropolis Daily Auto Special Issue, Dongguan Daily Auto Special Issue, self-owned website construction. Corporate image advertising establishes a good corporate image and expands its influence. Newspapers are published every other issue.
In February, 20xx, the advertisements of Southern Metropolis Daily, Dongguan Daily, Shenzhen Special Zone Daily and radio stations changed from corporate image advertisements to investment promotion advertisements, expanding their influence within the advertising target. Get praise and enhance word of mouth. Newspapers are put in every other issue, and radio stations are put in twice a day for outdoor advertising.
In March, 20xx, Southern Metropolis Daily's automobile special issue, Dongguan Daily, Shenzhen Special Zone Daily, Shenzhen Business Daily, Zhangmutou TV Station, Dongguan III, outdoor and radio advertisements, website building corporate image advertisements and investment promotion advertisements were combined to attract more businesses to consult China Merchants Newspaper once a day, radio stations four times a day, outdoor advertisements were released and TV advertisements began to be produced.
20xx April Southern Metropolis Daily, Dongguan Daily, Shenzhen Special Zone Daily, Shenzhen Business Daily, Zhangmutou TV Station, Dongguan Santai, Jade TV Station, Pearl TV Station, outdoor and radio advertisements, website construction and magazine advertisements. Investment promotion and advertising, soft text operation. Attract more businessmen to visit, consult and invest. Newspapers are broadcast once a day, four times a day, and magazines and TV advertisements are twice a day. Newspapers and magazines depend on the actual situation.
Seven. comment
This scheme is the advertising scheme of Zhangmutou South Automobile Expo Center in the previous period (20xx. 12—20xx.4). If there is something wrong, further communication and deepening are needed in order to strive for perfection. Achieve the desired results.
2. Model sales plan
With the arrival of the May Day Golden Week, many liquor manufacturers are doing their best to promote this festival. With the adjustment of the production structure of liquor industry, liquor industry has a new development trend. When the festival comes, the first thing manufacturers should do is to make a good liquor marketing plan. 1. A detailed branch, liquor marketing plan, the marketing channels of its products are similar to those of ordinary liquor, but not the same. According to local cultural conditions, it is necessary to supplement the core special channels suitable for wedding wine sales.
(a) the main conventional channels are:
Shang Chao 1
2, large and medium-sized catering industry
3. Traditional distribution channels (wholesalers, large retail stores, etc.). )
(2) liquor marketing planning scheme: the choice of special channels for wedding wine;
1, wedding photo studio.
2. Marriage Registry of Civil Affairs Bureau. Government agencies are generally not allowed to plan thldl.org.cn for commercial promotion and marketing, but they can implant product information in the minds of target groups through many preconceived information introduction methods.
3. Wedding service company. The basic operation idea is the same as that of "wedding photo studio", but it can be done more professionally and the service is more thoughtful and meticulous, thus improving the brand trust of the target consumers.
4. Famous local candy distribution points or shops. Many wholesale departments or stores are no longer a simple concept of "channel", and a large part of their functions are end customers and the main places for consumers to buy wedding wine and candy.
In some areas, because many banquets are held at home, local famous chefs are also a link that cannot be ignored.
(C) do a good job of optimizing the combination of core channels, liquor marketing planning interactive publicity:
1, taking the conventional channel as the image display point in the early stage of product entering the market, and extending to the product purchase support point in the late stage of product entering the market.
2. Take the special channel for wedding wine as the contact point of target customers, and through strict interest line design, turn the special channel into a direct communication point between products and target customers, and strengthen the word-of-mouth publicity effect of products. Promote target customers' trust and acceptance of product brands.
3. Through the reasonable combination of conventional channels and special channels, consumers' confidence and trust in the brand can be rapidly enhanced, and the ultimate goal is to realize interactive marketing.
Second, the liquor marketing planning scheme must grasp the design of interest lines to improve the enthusiasm of all employees.
1, the design of the target customer's interest line, to improve the competitiveness of products among many competitive brands.
2. The interest line design of traditional sales channels promotes the rapid entry and listing of products, while taking into account the interests of the first entry and delivery of products.
3. The interest line design of each link of the special channel ensures that the information and confidence of the first contact with the target customers are delivered in place, deepens the image of the brand in the eyes of the target customers, and promotes the later purchase behavior.
4. The interest line design of internal marketers. A good design strategy of marketing staff's interest line can often achieve twice the result with half the effort.
Three, liquor marketing planning scheme should not only promote the promotion policy in the market, but also take into account the interests of all parties.
Because wedding wine is greatly influenced by word-of-mouth communication in the market, it is random. Therefore, when promoting the wedding wine market, we should not only consider reasonable media publicity, but also cooperate with some interactive promotion policies to improve the thrust of the products in the sales process and the attractiveness of customers to buy. However, the interests of all parties must be taken into account when formulating sales policies.
1, Shang Chao's promotion policy should not be too big. Excessive promotion policies will affect the sales performance and enthusiasm of the catering industry (although some products are made through different channels, they will cause resistance).
2. Large-scale promotion policies will also seriously affect the interest line design of special channels. Enterprises have only two choices, either to reduce the interests of special channels or to invest money.
The author once saw the wedding banquet launched by Zhanggong Liquor Industry in a certain place, and made a bundling sales policy of 1 month/5.8 yuan/bottle in the supermarket. As a result, about 4 bottles were sold every week, mostly because consumers thought it was cheap. The introduction of this sales policy has seriously deviated from the initial positioning of the product, and the final result can be imagined.
3. Model sales plan
First, the purpose of the activity is to take the National Day as an opportunity to further publicize the overall image of the enterprise and improve its visibility and reputation among customers and suppliers by planning a series of activities; With the help of "National Day", stimulate consumer groups, attract target consumer groups and potential consumer groups, and maximize sales; At the same time, fully reflect the value of the membership card. Let members feel the real care of the supermarket.
Second, the activity time
20xx65438+1October1-20xx65438+1October 7th.
Third, the venue.
Xx supermarket
Fourth, the active object.
Member customers.
Verb (short for verb) is the theme of the activity.
"Happy National Day, ode to joy, Auchan's gift is full of joy".
Popularization of intransitive verbs
1. Send an email to the mobile phone of "member customers" explaining the activities and related information.
2. Arrange personnel to distribute posters about National Day activities in supermarkets in major communities, squares and streets.
3. At the peak of the supermarket crowd, the supermarket scrolls the National Day reward information to stimulate customers' desire to buy and increase sales.
4. A few days before the event, it is necessary to scroll the information of National Day activities on the LCD screen of the supermarket to enhance customers' memory.
5. The art department of the supermarket has made a huge production, and the content is various theme promotion activities and preferential activities for members of the National Day. Pull banners in front of supermarkets and parking lots to expand publicity. At the same time, the National Day-themed window advertisements are made on the window glass of the supermarket, and flags are used at the checkout counter and various parts of the supermarket to increase the festive atmosphere of the festival.
6. All personnel must fully understand the activities carried out this time and do a good job in explaining each customer's activities. When customers shop in the early stage, they should publicize it to customers appropriately.
7. Supermarket stacking, planning in advance the placement of promotional goods placed during the National Day. As well as the pre-designed stacking arrangement of individual goods, should be novel and distinctive to attract customers' attention and desire to buy. Let the supermarket look brand-new and bring different experiences to customers.
During the National Day, there was a gift-giving activity in the supermarket. Supermarkets will contact major beverage manufacturers to choose which beverage to use as the activity prize through election. At the same time, the selected beverage manufacturers should cooperate with the publicity work of the supermarket.
Seven. activity
1, 20xx 10 during the National Day,1-20xx10,7. The first 300 members who come to the supermarket every day will get a bottle of drink. If members are among the top 300 in four of the seven days of National Day, they will receive the "National Day Shopping Lottery" on June 7 10 and a shopping cash gift from the supermarket 15 yuan.
2. During the National Day, members can buy special goods in the supermarket. Only members can enjoy the special price (supermarkets should contact suppliers in advance to stock up).
3. Members who have spent all their money in 500 yuan during the National Day or shopped more than three times during the National Day can participate in1October 7th 65438 "Shopping Lottery for National Day Celebration".
On June 5, 4.65438, the supermarket held a major league game of parent-child interaction. All members, as long as they bring their children to the parent-child alliance that day, the first 30 groups of families can get a beautiful gift from the supermarket by turning the turntable. There are five kinds of gifts offered by supermarkets on the turntable, ranging from 5 yuan to 20 yuan. Turn your turntable and find out your luck. ) (Parent-child alliance "Guess Mom and Dad", the rules of the game: there are 5 to 6 small chairs, the children sit in a row blindfolded, and the parents go to the children separately and let the children guess their parents by touching them. At the same time, the winning family can enjoy a 40% discount on the same day. At the same time, a shopping lottery card to celebrate the National Day will be presented, and flat cards will participate in the free lottery.
5. During the National Day, all members paid attention to the official supermarket Weibo and forwarded it to the supermarket Weibo for seven consecutive days to interact with each other. Have a chance to win the Weibo Interactive Award. During the National Day, every day, 10 lucky members will be selected to get supermarket 50 yuan shopping cards.
6. Celebrate the National Day shopping and win the grand prize
On October 7th, 65438/KLOC-0, she took the shopping receipt of that day and went to 78 yuan to participate in the lucky draw. Members who get lottery cards in the early stage can also draw for free.
Grand prize: a digital camera (1)
First prize: a supermarket 600 yuan shopping card (5 people).
Second prize: a microwave oven (10)
Third prize: a towel (35)
Comfort Award: One bottle of beverage (100 person)
VIII. Crisis Management
What if there is silence at the event site?
1, the host is humorous and tells some topics that can arouse customers!
Every five minutes, throw dozens of small gifts, sweets and chocolates at the crowd.
3. Some magic performances are interspersed at the event site, and customers are invited to come to the stage to assist the magician.
Nine. Activity budget
1 printed leaflets in 200 yuan to promote advertising support (on buses and newspapers) 10000 yuan for store promotion, 20xx yuan.
According to the calculation of 50 flyers per day, the staff who distribute flyers need to find 5 recruits, who will be distributed before the activity. ***250 yuan.
3. Movable screen paper and stage construction is 5000 yuan.
4. On the day of the activity, the water needed, the rented stereo, the staff and the round-trip fare are * * * 654.38 yuan+00,000 yuan.
Total: xx yuan.
4. Model sales plan
First, the purpose of the activity is to increase sales, improve commodity profits, and enhance brand image and popularity!
Second, the activity time
20xx x month x day to 20xx month x day.
Third, the venue.
xx .
Fourth, the theme of the event
Passionate moment, * * * drink xx.
Verb (abbreviation of verb) activity content
Anyone who buys any two bottles of xx 600 ml series products in xx supermarket store of XX Middle School will be given a scratch card.
Award setting:
Grand Prize: xx Notebook (1 set)
First prize: backpack (1)
Second prize: xx pillow (1)
Third prize: lunch box (1)
Fourth prize: exquisite pen (1) or xx330ml can (1).
Active configuration:
Poster: 2 display stands (placed in the new supermarket).
Advertising paper: 3 sheets (posted in dormitory area and normal area).
Activity cost:
Provided by xx Company.
Activities:
1. The promotion staff of the manufacturer exchanged scratch cards in the new supermarket of Xinhua Middle School to prevent other sales outlets from mixing in this activity in our xx supermarket. The promotion personnel of the manufacturer shall not participate in cash sales and the management of daily affairs.
2. The stay time of the promotion personnel of the manufacturer is (12: 00- 14: 00, 17: 00- 18: 30).
3. Training for xx employees: In addition to poster publicity, employees of xx supermarket must publicize and explain the activities when the factory promoters are not on the scene.
5. Model sales plan
First, the background cross-stitch is a craft that originated in Europe. It was first popular in the court and later introduced to the people. People can make their favorite patterns according to their hobbies, which can be used to decorate daily necessities, mobile phone chains, card sets, wallets, pillows, various backpacks, tablecloths, murals and so on. , entertain yourself and reflect your personal style. As a gift for relatives and friends, there are unexpected gains. In the increasingly stressful modern society, cross-stitch is not only a decompression method, but also a new leisure fashion.
Second, the current marketing situation analysis
(A) Analysis of market conditions
The advantage of cross-stitch is that it is simple to learn, and it doesn't need many skilled embroiderers. Therefore, it is not difficult to embroider very high-quality cross-stitch by mastering certain methods, but the finished cross-stitch products on the market are very expensive and have become a luxury for ordinary consumers. Therefore, these amateur cross-stitch lovers can win the love of consumers at a lower price.
(2) Status of competitors:
1, there are also several cross-stitch shops in Nanning, but the price is too high to meet the needs of college students. Our price is more suitable for college students.
2. The services of several cross-stitch shops in Nanning are not in place, so we can deliver them to your door. Teach embroidery by hand and solve their problems in time.
We can help them design the cross stitch they want within our ability.
The quality of our cross-stitch is slightly lower than the market price.
(3) Analysis of target customers
At present, cross-stitch is becoming more and more popular among college students. Our customers are mainly students and teachers of our school and students and teachers of surrounding schools.
1, college students:
Students can do some handicrafts in their spare time, and cross-stitch is a good choice. They can embroider some pendants (card sets, mobile phone bags, mobile phone pendants, etc. ) Send it to friends or classmates. Moreover, cross-stitch is simple and the price is appropriate.
2. Teacher:
Teachers can also embroider some pillows or murals for relatives and friends when they are free.
Three. Opportunities and problems
1, advantages:
(1) is cheap.
(2) Good service (on-site embroidery teaching, exquisite packaging and commodity distribution)
③ The product quality is good.
④ Handicrafts are more expressive and memorable.
At present, there is no cross-stitch shop around the school, and there is a certain market.
⑥ Diversity.
2. Disadvantages:
(1) Insufficient funds
② Insufficient supply.
③ Not famous for cross stitch.
(4) There are many competitors.
Fourth, marketing strategy.
(A) products (cross-stitch semi-finished products)
The main marketing products are:
1, card sleeve (finished products can be used to hold bank cards, various small pieces, etc. )
2. Mobile phone case (finished products can hold mobile phones, RMB, etc. )
3, murals (finished products have ornamental value, decorate the room, etc. )
4, small pendants (finished products can be used to decorate bags and so on. )
5, pillow
6, wallet
(2) Price
At present, the cross-stitch of true love brand is cheap and guaranteed. And the price is cheaper than Nanning takeaway, which is more suitable for students. We provide special services and on-site embroidery teaching, and also leave contact information for customers. Customers can contact us if they have problems, and we will help them solve them in time. We can also design the cross-stitch style that customers want according to their requirements within our ability. Our aim is to meet the needs of customers.