Marketing strategy sample essay a
First, the planning purpose:
1, publicize the ZDS brand, improve brand affinity and customer acceptance, loyalty, enhance the brand image, improve brand awareness and reputation.
2, to promote the company's product marketing, expand product sales, to achieve sustained and healthy growth in the company's market performance, increase product market share.
3, analyze the company's market environment, diagnose the existence of problems and development opportunities, clear the company's annual objectives, and guide the company's annual marketing activities.
4, assess the effectiveness of the marketing activities implemented by the company and the development trend of the market industry, to adapt and guide the market development.
Second, the overall market environment:
1, the current state of the market:
① High growth, huge potential. Rapid economic growth, increasing incomes of residents, the gradual relaxation of policies, the market is gradually standardized, the market potential for large growth.
② Many brands, low concentration. Domestic brands and local brands, the industry has not formed a strong brand.
③ Diverse needs, rational consumption. Jewelry consumption structure and demand level diversity, belonging to a more rational consumer behavior.
④ Price confusion, good and bad. The market price transparency is poor, the brand price system is chaotic, product quality is uneven.
⑤ Focus on the product, ignore the service. More attention to the quality of the style of the product, the importance of the service and as a promotional tool is not enough to utilize.
⑥ Winning the terminal, the lack of distribution. Product sales rely more on the terminal stores retail, sales methods to choose the surface and the customer level of contact surface is narrow.
⑦ Directly operated, steady development. Sales channels to manufacturers direct operation is the main, the initial rise of the franchise chain, the steady development of the market there is a delay.
⑧ promotional weakness, regional disparities. Lack of strong and effective promotional activities and promotional measures, regional market disparities. ⑨ lack of talent, lack of strength. The market started late, few professional technical marketing personnel, the enterprise development of the reserve force is insufficient,
⑩ ⑩ rivalry, the market to be unified. At present, the Hong Kong and China brands gathered in the mainland market, attacking and pillaging, the market needs a strong brand to unify the pattern.
2, the market outlook:
① High market growth: the domestic economic development trend is good, the rapid growth of savings, especially a part of the group first rich, focusing on the quality of life, the consumption of high-grade jewelry demand is strong.
② Huge market potential: the mainland's large population, the market consumption base is large, with the steady growth of urban residents' income, consumption structure changes, the proportion of high-grade consumption tends to increase, the future of the jewelry market size is huge.
③ The government encourages consumption: the government has implemented a proactive fiscal policy, in order to stimulate domestic demand, and actively guide the encouragement of consumption, and gradually improve the relaxation of credit policy.
④ The market is becoming more and more standardized: the government to protect the interests of consumers, to combat counterfeiting, rectify and standardize the market environment and order, and gradually eliminate local protectionism, conducive to the development of cross-regional chain of jewelry industries.
⑤ Complex consumer structure: different ages and income levels of the demand for significantly differentiated, high school and low-grade products have corresponding consumer groups.
⑥ Decorative value and savings: income increase, investment diversification, the demand for jewelry in the decorative function at the same time, but also become a good choice for investment and preservation of value.
⑦ Hong Kong and China brand hegemony: with the government's zero-tariff policy on jewelry, Hong Kong enterprises will invest in the mainland on a larger scale, and more brand-name products put on the mainland market.
⑧ gradual concentration of brands: well-known brands with good products, services, brands, capital, talent, management and operation advantages, will inevitably gradually integrate the domestic large and medium-sized cities, jewelry market, the realization of the scale of chain operation. Small brand market scope will be smaller.
3, the future market influencing factors:
① domestic macro-political and economic environment changes: the continent's political stability, economic construction is the main focus of the government's functions, the efficiency of the office to improve the environment improved.
② the level of income and future expectations of residents: large and medium-sized cities and towns residents income steadily and rapidly increase the level of consumer demand.
③ Changes in the consumption structure of the population: consumer demand has entered the stage of comfort and enjoyment, and the proportion of high-grade consumption in the consumption structure has increased. ④ Residents' psychological demand for consumption: confidence in the expected income index, individualized consumption, overconsumption and fashionable consumption converge with foreign developed countries.
⑤ Changes in the international situation: the international situation is still dominated by peace, the dollar euro and other major currencies exchange rate instability, jewelry and diamonds and other value-added role is significant, the domestic market by the international impact is not very significant.
Third, the company's market diagnosis:
1, there are problems:
① product positioning: low-grade products out of the sample is too much, product positioning should be based on medium and high-grade products to reduce the number of low-grade products out of the sample.
② price strategy: should refer to the pricing, 70% of similar goods of the same grade pricing higher than the same grade brand 5-20%. Reflect the brand image.
③ Quality control: the enterprise quality system is not perfect, the quality control of internal and external omissions, the quality of the accident is not dealt with thoroughly and quickly.
④ Service quality: there is no perfect and sales-promoting service system, the service content is less, and the service level needs to be improved.
⑤ Brand communication: there is no systematic branding system, no attention to brand enhancement, and insufficient efforts to build awareness and reputation.
⑥ channel operation: the main direct chain, own funds pressure, scale expansion is limited, business risk is large, high cost.
⑦ promotional campaigns: promotional activities in the form of less fancy, less centralized operation and inefficient, insufficient resource integration.
⑧ store management: stores out of the sample structure and the number of unreasonable, counter layout and site effects are not eye-catching and not prominent, brand publicity is not prominent.
⑨ Personnel management: terminal staff working condition is not correct, the site specifications can not be comprehended, the lack of direct marketing skills.
⑩ public **** relationship: the local public **** relationship is not pertinent, the company caused by the adverse impact of the incident was not properly handled, damage to the company's credibility.
2, market opportunities:
① well-known brands: well-known Hong Kong brands, have a certain degree of visibility in the industry, professional jewelry diamond production and sellers
② sound network: layout early, reasonable distribution, covering a wide range of areas, operating well.
③ rich products: independent design and production or procurement, product style novel and unique, reasonable product structure, production line rich.
④ Professional team: years of operation, the formation of a certain effective management mechanism and management team.
⑤ Capital Advantage: Hong Kong enterprise background, capital operation and power is relatively strong.
⑥ Huge market: the domestic economy continues to develop steadily, the population is large, part of the first to get rich, the market capacity and increase is larger.
Fourth, the market objectives:
1, sales performance: 2003 annual sales revenue of not less than 100 million yuan, an increase of more than % over 2002.
2003 annual sales of products to achieve not less than 10,000 pieces, an increase of more than % over 2002.
2, the sales network: 2003 in the country's new directly-managed stores, reaching home, while in Jiangsu, Hunan and other provinces to establish a franchise chain. So that the sales network covers 25 provinces, the total number of stores reached home.
3, single-store sales: the average sales of a single store in 2003 was not less than 10,000 yuan, an increase of more than 2002%.
4, Diamond Club: the development of ZDS Diamond Club members 10,000, brand awareness increased by one percentage point.
5, the promotion of new products: to complete the quarterly three series of new products on the market to promote and sales targets. New products accounted for more than 50% of total sales in the quarter.
Fifth, marketing planning and implementation strategies:
(a) marketing purposes:
marketing scriptwriters, products as a role, channel stage, advertising momentum, promotional soundtrack, service follow-up, price moderation, customer recognition, the market ultimately become.
(ii) Product strategy:
①Product positioning:
Based on the mid-range and high-end products, production, sampling and sales. From the price system to reflect the ZDS focus on medium and high-end consumers, highlighting the ZDS quality and noble, is a well-known brand in Hong Kong. At the same time make the product price system is perfect, there is a high degree of affinity, will not make the customer produce a sense of distance.
② Brand Positioning:
A specific positioning: international brand of jewelry and diamonds, for the mainstream society to create, catering to the middle and high-end consumption.
B brand connotation: noble, classic, professional, fashion.
C brand affinity: international brand, come to China.
D brand awareness: complete CIS system, continuous advertising, easy to recognize and remember.
E brand reputation: quality products, perfect service system, rest assured that the first choice.
F brand public image: to participate in public welfare activities, love actions, donations to schools, etc., to return to society and establish a public image.
③ Price Positioning:
A Reference Pricing:
Referring to similar products and well-known brands, the price is higher than the opponents 5-20%, the publicity reflects the advantages of the brand, to achieve the differentiation of premium income.
B price control:
Clear price system, the national unified price, the store does not have the right to price fluctuations, it is strictly forbidden to store private dark and light discounts, unless the country-wide unified promotions and new product launches, prohibit discounted sales, so as not to frustrate the customer's trust in the brand.
C discount sales: for wholesale business or bulk purchase to give reasonable discounts, but must maintain a uniform retail price. Bulk has a specialized channel operation and incentive system to limit retail stores to price fluctuations.
D Price positioning and sampling standards:
Attachment: store site layout product quantity standards
Marketing Strategy Essay 2
Modern people are worried about the big fish and meat will cause high cholesterol, bring high blood pressure, stroke and other diseases, therefore, the natural health, easy to get the food there is an urgent need for fresh canned fruit juice is one of them!
First, the beverage market competition
1. Market leader: Yimei Baoji pure fruit juice
2. Market challenger: Unified Fruit Juice
3. Market follower: Bohui Fruit Garden
4. Market filler: the company's products? Fresh Bar Pure Fruit Dew
Second, the target market of beverage marketing
Eating out of the office workers: the vast majority of office workers lunch outside the solution or self-prepared boxed lunches, or groups to order boxed lunches, or to eat restaurants, eating fruit is more inconvenient, the canned fruit original meter is a healthy and convenient choice for them.
The second phase will extend to primary and secondary school students, and finally to all health-conscious families.
Third, the beverage market segmentation
1. gender: female (most) male (a minority)
2. income: monthly income of more than b1XX yuan
3. consumption habits: love of inexpensive, convenient and easy to get the goods
4. lifestyle: focus on health, beauty, beauty
5. area: the high degree of urbanization? Highly urbanized areas? Taipei City, Taichung City, Kaohsiung City
4. Product Positioning
1. Pure Fruit Dew? is a fruit meter, but in the name of the negative? The name of the product is "Fruit Meter", but the name negates it. Because? Dew? gives a better impression than "juice". Juice. Precious, concentrated, carefully refined meaning.
2. Brand: freshbar? Take freshbar fresh bar meaning, although with? The brand: freshbar? Harmonization, but also with the pulled? Dance? Samba? Harmony (samba), can deepen the impression of consumers, but also the feeling of tropical mood, in line with the? Fresh bar? Fresh fruit from the tropics of the original juice appeal.
3. Packaging: 150cc aluminum foil packet, limited amount of food after meals, 150cc just good, can be drunk at once, and the aluminum foil package is light weight, easy to carry.
V. Beverage Marketing Plan
VI. Pricing Strategy
1. Purpose:
Strive for market share, up to 30% within one year
2. Other brands:
(l) Yimei Xiaobaoji: 125cc, aluminum foil packet of $ 10 Taiwan dollars
(2) Unified Fruit Juice: 250cc, easy-open cans NT$20
(3)Pomi Fruit Garden: 250cc, aluminum foil packets NT$16
3. Pricing:
The goal is to gain market share for E-Mei Soboji, and the decision was made to set the price at NT$10 for a 150cc, aluminum foil packet
VII. Channel Strategy
? Supermarkets
? Convenience stores, low-cost centers
? Convenience stores and bargain centers
? Food courts in department stores
? Bakery
? Cafes
? Lunchbox contractors
?pub
? Restaurants, hotels
?disco
? Stations, airports
? Institution camp welfare station
? School Welfare Club
? Snack bars
? Roadside stalls
? Bus ticket booths
? Betel nut stalls
? Vending Machine VIII. Promotion Strategy
(A) Advertising:
1. Radio: icrt, CBC Pop, Youth, Music Network
2. TV: Three 6:00-9:00 pm time slot
3. Newspaper: China Times, Industrial and Commercial Times, United Newspaper, Economic Daily News, Minsheng Newspaper
4. Magazines: Yiyi, Vivi, Dai, Fashion, World, Excellence
4. Magazines: Yi Yi, Vivi, Dai, Style, World, Excellence
5. Inside and outside the car
6. Posters, dm
7. Balloons: made in the shape of fruits
(2) Promotions:
1. Sampling
2. Lucky draws: set the corners on the box, or buy a case with a raffle ticket
3.
4. With the TV show giveaways: Strong Stick, Good Luck, Hundred Battles, Joy Fax, Call Fifty
5. Sponsorship of public service activities
(C) publicity and reporting:
All promotional activities can be written into a press release to provide the news media for reporting.
Marketing Strategy Essay 3
The situation of almost mobile domination in the school allows students to have more choices, enjoy better service, save money, less cell phone radiation
The main object of the activity: 05 new students
The slogan: Save money, so easy!
Background: Since China Telecom was split up, with the rapid rise of wireless communications, the telecom business has been in the plight of the open source of profit growth. Positioned by the Ministry of Information Industry as a complementary and extension of the fixed telephone network, Yilingtong is to use the existing fixed telephone network to achieve wireless access to break the high-end communications market by the mobile, Unicom two dominant situation, from the market pattern to form a three-pronged competitive situation. In fact, in 2003, China's entire telecommunications market user growth in the panorama, Yiling Tong net increase of 23 million households, the total number of users reached 35 million, far higher than people's predictions, has become an important force in China's communications market. With the advantage of its low tariffs, Yilingtong was welcomed by the majority of consumers in the early days of the market to start a prairie fire to gain great attention from all walks of life, and tens of thousands of the first Yilingtong users have felt the fashion and charm of the low-priced, environmentally friendly Yilingtong. But Yiling Tong listed in the early days, that is, by the fierce blocking of competitors, fierce competition in the market, so that the sales situation is not as optimistic as people expected in the early days. Analyze the reason, certainly there are consumers in Yichang City gradually tend to rational consumption, most of the mobile communication needs of users have purchased a cell phone factors, as well as due to competitors in advance of the market blocking, but the deeper reason is not on the market for effective segmentation, and in the market segmentation on the basis of the provision of different tariffs package services. The students of the university are one of the most neglected groups.
In terms of the Three Gorges University market, most students are low-end users with mobile communication needs, and they pursue fashionable mobile communication as a supplement to their daily communication, while at the same time, they are low-end consumer groups with no source of income, and the contradiction between the two gives Yilingtong's development a larger space for development. There is a large gap in the development of Yilingtong business in the campus market.
In this case, with the further development of the communications industry in Yichang City, efforts are made to occupy a larger market share in the campus market in the field of mobile communications, and from there to radiate the whole society, laying a solid foundation for the long-term development of Yilingtong business.
Preliminary Preparation:
1 The main person in charge of the activity contacted Yichang Telecom and explained the activity plan to the main person in charge of Telecom
2 The main person in charge of the activity negotiated with Telecom to create a customized tariff for the three university students
If possible, we can build a local area network (LAN) of the three major ones
3 In order to attract the students to use it, Telecom should preferably To attract students to use the service, Telecom would like to organize some activities. You can get a free SmarTone with a prepaid phone bill, and new students can enjoy a few months of free monthly rent
4 Recruit a group of students at school to participate in this activity Requirements: eloquent, strong communication skills, and able to work hard
SmarTone's Advantages:
1 Radiation is even lower than that of a remote control
China's government is extremely responsible in the protection of the environment against electromagnetic radiation, and the current standards of protection against electromagnetic radiation are lower than those of Europe and the United States. China's current electromagnetic radiation protection standards are much stricter than those of industrialized countries in Europe and the United States. According to the relevant test report, the maximum radiation frequency of the cell phone is 10 milliwatts, which is much smaller than the power of the TV remote control (25 milliwatts), and can be completely ignored.
In addition, the cell phone in standby in a dormant state does not emit power, that is to say, at this time the cell phone has no radiation, only in the event of a call from the dormant state to the call state of the processing of the interactive emission. The emission power of SmarTone cell phone, according to the SmarTone use from the human body 1 cm calculation, SmarTone cell phone only 0.25 micro-watt / square centimeter of electromagnetic radiation is absorbed by the human body. The power of electromagnetic radiation of SmarTone cell phone is only 1/150 of the microwave health standard in China.
2 Low call charges
As the tariff standard of SmarTone is basically the same as that of fixed-line telephone, so SmarTone can reduce the call charges in the city; in addition, SmarTone can not only play the domestic and international long-distance calls but also dial the IP phone to let the users enjoy cheap long-distance calls anytime and anywhere in the city. The company's products and services are also available on the Internet.
3 Colorful and cool life
Currently, mobile communication devices not only have basic call functions, but also become portable entertainment devices that can access the Internet to read news and play games, in which Smartphone is not inferior. Users can enjoy wireless Internet services anytime, anywhere with the help of the 64K/32K data channel of the SmarTone wireless cellular system.
Three specifics
1 Market Potential
The number of new students in the class of '05 is large, together with senior students, the market potential is great. College students are a special consumer group. It is the main force of social consumption in the future, and the consumption concepts formed by students now will have a very important role in the future consumption pattern. 2 Actual Demand
There are a lot of people with cell phones in schools. 60% of students have cell phones. 60% of students have cell phones. This indicates that there is a great demand for mobile communication services among students in colleges and universities. Users are interested in the communication? mobility? There is a demand for it, which means that he may become a customer of Ealington service.? Mobility? is the biggest advantage of Yilingtong different from fixed-line telephone. In Three Gorges University, almost 90% of the students mainly communicate with each other through fixed-line phones or cell phones, which is a large proportion. This determines that they are the potential users of Yilingtong.
3 Competitor's situation
Mobile's network is not good on campus. There is often no signal in Xinyuan server room, G building and other places, which is very inconvenient. Mobile tariffs are not cheap and mobile users on campus has long been oversaturated due to the lack of economic income, most of the daily expenses provided by the family, the communication spending power of students in colleges and universities is not high, the monthly consumption of about 25-200 yuan ranging from the phone bill, the per capita monthly phone bill of about 50 yuan. This shows that although the college market is a low-end market, the ARPU value (average monthly revenue per user) of Yilingtong is higher than that of fixed-line telephones, and the cost is much lower, so it is a consumer group that operators should focus on cultivating.
4 Specific use
Mobile phone high price, high tariffs, strong radiation
Xiaolingtong small radiation in the school signal is better and cheaper tariffs ( Xiaolingtong on the IP long-distance, but also can be used to 201 phone card long-distance cheaper) monthly average charges lower than the cell phone, is very suitable for students to use. Nowadays, SmarTone can send text messages and surf the Internet, which are similar to the functions of cell phones.
Publicity methods:
1 Telecom and the school contact Each letter of acceptance envelope printed with information about telecom and in each letter of acceptance attached to the leaflet.
Note: The contents of the leaflet include A new privileges for students (special promotions for students)
B the advantages of LDT itself (low call charges, low radiation) and more from the perspective of the parents to write 2 new students enrolled in the school, A in the school buses to welcome the new post advertisement B in the school with banners, billboards, and other forms of publicity 3 new students in the dormitory table to put a leaflet
Specific operations. :
1 At the beginning of the school year in the school gymnasium near the court and a business agent. Each agency should have at least one student (to understand the real sales situation)
2 set up a specialized agency inside the school not only make people have a sense of reliability, more importantly, to provide professional and thoughtful service. The use of monopoly form, to a certain price discount to students, by the store is specifically responsible for sales and after-sales service, and the use of them to issue some advertising materials, timely feedback, and deal with the use of the user in the general problem. 3 Inside the school to find some students to do agents more closely into the student life, the later service is better. And easy to grasp a variety of news in the school, for the late market to further lay the foundation for the better development of this activity.
Student wages: commission from the sales of telecommunications, the specific distribution: more work, more work, more pay
Net profit in addition to the cost of distribution
A outreach staff ----- 25% from the net profit B publicity staff ------ 15% from the net profit
C field work students ----- 25% of the net profit D Activity supervisors -----35%
3. Publicity
The success of the development of our products has an epoch-making significance, which signifies that the middle-aged and the elderly no longer have to worry about the sudden outbreak of diseases.
First, we will use traditional advertising methods to publicize our products on TV, newspapers and radio.
Secondly, for those who are children of young people, we will be in the form of online advertising to the major well-known websites, so that they can browse our product information on the Internet.
Again, the marketing of the product is essential. Our marketing approach consists of two main parts: on the one hand, the agent hospital is responsible for recommending to many patients; on the other hand, the sales staff to promote the product.
In the sales promotion process, some advertising materials are distributed, timely collection of feedback information, and deal with general problems arising from the use of users.
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