In life, planners are very common, planners are used in a variety of places, so you are ready for your planner? The following is a "Product Marketing Program Planner 2022 Generic", which is for reference only.
Product marketing program plan 2022 General Edition (a)
I. Preface
With the gradual deepening of reform and opening up and the rapid development of the market economy, the people's daily consumer goods consumption demand is also increasing, the commodity market appears unlimited business opportunities.
As the capital of XX Province, XX, a few years, in the XX provincial government's efforts to promote the construction of the city of trade has taken shape, XX people are also in the external strong impact of the impact of the impact of the gradual acceptance of a number of new consumer concepts, and large-scale footwear chain in XX is the first time. For such a new thing, consumer attitudes gradually open to the xx people will give it more attention, it will be injected into the hustle and bustle of the mall will be a breath of fresh air.
From the xx shoes nearly x years of development, the scale of development is relatively rapid, it represents the future direction of xxx retail development, the prospects are exceptionally broad. But at present, especially for a regional market, how to give full play to the group as well as the advantages of scale, maximize the development of the market, is the crucial issue.
Therefore, in xx such a commercial buildings, supermarkets, wholesale markets, chaotic inland city, how can xx shoes from the many shopping malls to stand out in the first place
(a) the main thrust of this proposal so that more people to set up a chain of stores to shop for the consumer's perception. Chain management to highlight the convenience of shopping, thoughtful service features. Scale operation, reduce costs, low prices. Unified distribution center, reliable quality, smooth channels, new styles. Free maintenance, lifting the worries.
Expand the influence of xx shoes and establish the brand image of xx shoes.
(ii) The proposed implementation period of this plan is from xx month x, 2022 to xx month x, 2022.
(iii) The advertising budget of this plan is in the range of xx dollars.
Second, the market information
(a) marketability
Shoes as consumer goods for life, for everyone is essential, and each person's daily possession of between double.
Due to the difference in income determines the difference in the level of consumption, the market of high, medium and low-grade shoes is divided by the artificial shopping environment.
The existence of arbitrary price increases and substandard quality in large shopping malls has gradually made people suspicious of the quality of shoes in comprehensive shopping malls.
The phenomenon of mixed eyes in the wholesale market has deterred many consumers.
After-sales service in this industry has not yet attracted the attention of the business, for the consumer is something unattainable. Therefore, it can be judged that the market development of the footwear chain has reached a stage where it can be developed, and can be expected that the market take-off period will come quickly.
(B) business opportunities
In recent years, xx major commercial buildings, in addition to very few, generally in a state of loss, the market offensive setback.
After witnessing the rapid metamorphosis of xx shopping malls from prosperity to decline, xx people's consumer attitudes are becoming more rational.
Because the retail market has been so chaotic in recent years, it is expected that a clearer brand image will be established only two months after the launch of a strong publicity campaign.
The footwear industry has a good competitive advantage and advanced chain management model, in various shopping malls advertising investment are in a weak period to launch a strong attack, focusing on publicity xx difference, that is, the use of the USP theory to guide the publicity and offensive, enough to play the effect of immediate results.
(C) the market growth of the footwear industry
x years of good results, can show that the chain management into the security of the market.
The universal acceptance of the footwear industry after the introduction of the market shows the shortcomings of the traditional business model and the broad prospects for the development of chain management.
Footwear is a necessity of life, and the market volume and market size after the popularization of chain management is huge.
The improvement of living standards, the rapid increase in the middle and upper income classes, and pay more attention to the improvement of the quality of life, as well as the convenience of the shopping process and the comfort of the shopping environment.
(D) consumer acceptance
The footwear sales market is relatively chaotic, in the state of dragons and dragons.
Chain management is a new thing, it is easy to provoke people's curiosity.
The USP of the footwear industry and the strong corporate culture can give the audience a deep impression.
3. Market Research
(a) Setting Objects
"0! 10 years old": this age group is the people who have no purchasing ability or can not decide to buy the place, be excluded.
"11! 17 years old": This age group is busy with school and or college entrance exams, but their autonomy or self-reliance is already strong, and they have become an important force influencing parents' shopping decisions.
"18! 28 years old" unmarried men and women: in the season of love, they pay more attention to clothing, and spend more money in this area, which is an important target.
"29! 50" married women: not only do they pay attention to their own clothes, but they also determine the purchases of "0! 10" children, "11! 17" teenagers, and married men. married men, which is the most important thing.
"29! 50 years old" married men: this layer of people family pressure, heavy work, will not spend a lot of time to buy, at most, accompanied by the second object.
"50 years old" and above: In addition to the special status (such as senior executives), in this area will not pay too much attention, however, because the shoes are necessities, is still a potential consumer group, but at most listed as a secondary object.
(2) Market Forecast
Introductory market: "18! 28 years old" unmarried men and women and "29! 50 years old" married women as the potential target consumer groups, of which xx% of the middle and upper classes as the main target consumer groups.
Long-term market: plus "11! 17 years old" teenagers and "50 years old" and older people as the target group.
Saturated market: plus "29! 50 years old" married men, as the target group.
(C) Competitive environment
Competitive objects:
(1) the city's major commercial buildings and the surrounding shoe city are competitive objects, but most of the malls are in a state of loss or indebtedness, the market offensive is not strong, it should be xx (brand name) as the main competitive object.
(2) Shoes with a new face, flexible business practices, should occupy or gradually expand the xx city shoes high, medium and low consumer market.
Advertising power:
(1) xx (brand name) and other shopping malls used to put more POP square line, now more newspaper ads.
(2) The footwear industry should launch a high-intensity comprehensive attack from TV, outdoor, newspaper.
Competitive analysis:
(1) xx (brand name) is a pioneer brand, its own solid position.
(2) xx shoes are still in the early introduction, brand promotion stage.
(3) xx (brand name) has achieved a temporary leadership position in the xx shopping places.
Four, consumer research (potential target consumer groups)
(a) Motivation to try a new way of consumption.
To enjoy good service and fair price.
Feeling the buying environment and cultural concepts under chain management.
(2) The character is easy to accept new things.
The pursuit of fashion, follow the trend of consumption.
Fussy shopping, but not very concerned about the price.
Focus on quality of life and want to be different.
(3) Used to shopping in large quantities at irregular intervals.
Like to go to the mall.
Generally do not bargain with vendors.
Five, marketing disadvantageous points and favorable points
(a) disadvantageous points of the main competitors to occupy the market for a long time, the market is strong, the financial strength is sufficient, the market influence. Therefore, we must take a super high style in marketing strategy advertising performance, and use a high intensive budget strategy to restrain competitors.
Consumers are used to shopping in department stores and shopping malls.
(Solution) Guide consumers to establish a new consumer concept, so that they understand that the unilateral pursuit of convenience will pay the double price of high prices and poor quality, in order to dismantle the existing strength of the competitive market.
The initial goal is large and not easy to achieve.
(Solution) Use aggressive promotional themes to USP loyal customers and gain customers.
Low unit price of the product, the development cost is too weak (solution) for the main target consumer groups, take a multi-pronged attack, in order to seek quantitative and qualitative intensive effect, and even in the first phase of the landing after the success of the additional budget to ride on the success of the attack.
(ii) vantage point chain, lower cost.
Scale operation, easy to generate awareness.
Brand agency, no quality problems.
Other shopping malls operate with defects.
Good after-sales service to gain the trust of the audience.
Sixth, the marketing approach
(a) the guiding principle of the path of the introductory period: in the full launch of a high-intensity advertising campaign at the same time, supplemented by a unique marketing and promotional strategies. The following are x kinds of marketing strategies, which can be fully synchronized, and can also be selectively carried out in conjunction with the advertising campaign.
With the theme of "wear good shoes and come to xx!" As the theme of the talk, with the XX newspaper advertisement as a supplement, the promotion is launched at the entrance of the shopping mall or the lobby to attract customers. This will be done in close collaboration with attractive newspaper ads, exaggerated print ads, and professional clothing professionals.
Give a single cultural shoes: design and production of a very personalized and expressive and high cultural taste of decorative shoes (can also be worn) to customers, in order to disseminate the cultural concept of xx shoes business philosophy and business model, and to a certain extent, to expand sales.
Give xx socks: according to the principle of product complementarity, the design and production of exquisite xx socks, given to customers. (This is a small activity with a variety of options.) Essay writing activities: with the xx newspaper or xx Morning Post newspaper co-organized the theme of the "story of the shoe" essay writing activities, the integration of affection, love in one, in order to promote the xx culture, expand the social influence of xx and the social reputation of the community.
Shoe hunting activities: in the whole of xx city and even the province to carry out the "search for the oldest shoes" activities, set off a trend. From the historical style and other aspects of the gatekeeper, and then on this basis to organize the "xx shoes culture exhibition".
"xx model" publicity month: in xx city major company square "xx shoes", "xx model" publicity activities.
Public service activities: set up "xx convenient service station" at the police booth at each important intersection in xx city, set up water bottles, cups, cylinders and other items, and contact with laid-off workers to set up publicity points.
High school tour: Sponsor or host the "xx province's first employment training series of college graduates in the form of reports," in xx province, each college tour, in order to publicize the chain of management, to promote the xx concept.
If the activities can be arranged in the return of Macao and New Year's Day, the above activities can be combined with the climate to expand the publicity campaign.
(B) the way to the growth period
The step should be taken after the end of the introductory period, a comprehensive test and evaluation of the previous work, and then arrange for consolidation of publicity and advertising campaigns as well as long-term marketing strategy.
VII, advertising creativity
(a) Guiding principles:
The pursuit of different, new and different, produce a strong attraction and shock.
(II) Setting Strategy
To create a high rate of attention to the advertisement, use a very lethal negative attack method.
Emotional appeals and benefit urging to induce consumer demand and accelerate purchasing action.
Affirmation to enhance differentiation.
The use of "one step at a time" sound effects and typography to enhance memorability.
(C) Theme of the ad
Picture 1 of the TV episode: a strong adult carrying a traveling bag on a mountain path, sweaty, but with a strong pace.
Voiceover:
"Stride forward!"
Picture 2: A beautiful young lady dancing with a man (focusing on the lady), dancing beautifully and smiling.
Voiceover:
"Dancing lightly!"
Picture 3: A businessman in a suit walks into the conference room with great vigor and confidence.
Voiceover:
"Feet of glory!"
Picture 4: a group of children playing games, singing the children's song "You shoot a, I shoot a, wear xx shoes, really happy", innocent, lively and lovely.
Voiceover:
"Grow up healthy!"
Picture five: a soccer player on the field with the ball into the fast, vigorously shot, the ball should fall into the net.
Voiceover:
"Step by step!"
(Note: The above images all set the character's feet as a close-up.)
Screen 6:
(xx〈brand name〉logo)(subtitle)xx鞋业，连锁经营(subtitle superimposed, switching colors)xx，一步一脚印!
Voiceover:
(baritone, thick and powerful):
"xx, one step at a time!
Outdoor program:
(1) downtown light poles hanging banners:
"You know, xx (brand) to our xx! ", "xx (brand name), one step at a time! "
(2) design and production
A giant mold shoes, hanging in the xx square prominent position, the model can be played on the "xx, one footprint at a time! "and the xx logo.
The noodle car: the mobile noodle car can reach every corner of the city, will bring the message to more people.
The advertisement words are set up uniformly, and the address can be typed on the other.
Product marketing program plan 2022 general version (two)
First, the purpose of the planning
This plan is mainly for the financial products to start marketing, including online banking, microfinance card, and low carbon credit card four financial products. The purpose is to expand the social influence of the Bank of XX, enhance the market position, improve visibility, and broaden the scope of business.
Second, the marketing environment analysis
(a), macro-environmental analysis:
1, the political environment. China's current stage of the political environment is more stable, there is no serious economic and political conflicts, problems. The management of the country for our residents to ensure the credibility of the bank, so that our residents are more assured to participate in online banking transactions, Alipay cartoon also has a wider distribution space. China's strong support for innovation and entrepreneurship, which provides a good condition for the development of microfinance card.
2, the natural environment. Human activities in the economic development at the same time also brought a great burden to the natural environment. The greenhouse effect caused by the large amount of carbon dioxide emissions, so that people are more concerned about environmental issues. In order to implement the scientific concept of development and adhere to the road of "sustainable development", the use of low-carbon credit cards for customers to establish a "personal green file", which is an effective method of energy saving and emission reduction.
3, the economic environment. At present, the world's overall economic situation is still relatively severe, the international financial crisis on the world's economic growth caused by a huge threat to the XX economy also has a significant resistance. However, the domestic macro-economy is a trend of steady growth, the capital market continues to develop and the residents of the fee structure and the concept of financial management of the changes brought about by the good opportunity, the government's support for the bank is still strong. Online trading, encourage entrepreneurship, these are the development of the country's economy has played a great role in promoting.
4, the competitive environment. After China's accession to the WTO, with the influx of international banking giants, such as XX and other globally recognized large banking groups have opened branches in XX, they have a good reputation, quality service, which caused considerable force on some domestic banks. Our banking industry must open up new space for development, and thus at this time we began the development of online banking, microfinance cards, low-carbon credit road.
(B) SWORT analysis of financial products
1. Advantages
(1) information advantage. Postal Bank is located in xx, due to the long-term service of the local market, the Postal Bank and the local government and customer relations are close to the jurisdiction of the economy, society and other conditions are more familiar with a better environment as well as market advantages.
(2) Policy advantages. The government should build a new countryside requirements, increase investment in rural areas and policy concessions. Banks to support the "three rural" and local economic development as its own responsibility, the principle of clear, clear market objectives, in the local easy to get government support.
(3) Environmental advantages. Linfen's sustained and rapid economic growth, environment and urbanization process.
(4) Own advantages. Since the reform and opening up, China's financial industry is developing rapidly. In the entire financial institutions organization system, small and medium-sized banks is the most rapid development, vitality of a group, they are unique vitality and vitality, active in the economic field, its role should not be underestimated. Small and medium-sized bank business scale development of fast, good economic efficiency, the scope of business gradually expand this is the enterprise's own development advantages.
2, disadvantages
(1) visibility. A large number of visits, questionnaires, telephone and other forms of investigation shows that the general public, small and medium-sized enterprises know little about the postal bank. The small size and poor convenience will also lead to the postal bank can not be the first choice.
(2) Awareness. xx Bank was officially opened in x month of 20xx, the market has a very low awareness of its competitiveness is at a disadvantage compared with the four major state-owned banks.
(3) Form. Narrow business areas, poor product innovation, unable to tailor-made personalized and differentiated products for customers, no timely update of novelty to attract customers' business.
(4) Staff level. After comparing with other banks, the overall comprehensive quality of Bank of XX employees is not high, and the level of specialization is relatively weak.
(5) Service level. Lack of effective marketing service system, after-sales service is not in place.
3. Opportunities.
(1) In the promotion of products and services to increase publicity to broaden market share. Such as schools, entertainment and public **** place to carry out on-site interactive publicity, so that more people understand and contact with the relevant financial products.
(2) The breakthrough of policy barriers has given rural small and medium-sized financial institutions tremendous room for development.
(3) The world's ecological environment is deteriorating, the development of a low-carbon economy has become a global **** knowledge, to carry out carbon trading is precisely the way for people to utilize the market mechanism to lead the development of a low-carbon economy. In the context of the low-carbon economy, XX commercial banks should actively respond to the opportunities and challenges brought about by the economic transformation, continuously promote financial product innovation, actively participate in the construction of the XX carbon trading market, and gradually establish and improve the low-carbon financial system, to meet the challenges of the world's new low-carbon economic situation.
(4) In recent years, the xx banking industry has achieved rapid development, in the situation of economic globalization, the xx banking industry is faced with great opportunities: macro-control to the commercial bank business opportunities. Changes in the pattern of economic development have brought opportunities to commercial banks. In addition, many commercial banks to real estate development loans, mortgage loans as the main direction of investment, commercial banks to the process of changes in the mode of enterprise development, and constantly looking for new core customers, which may be operating new materials, new energy, these industries will have better prospects in the future.
4. Threats
(1) Under the influence of the world financial crisis, the world economy has not yet come out of the trough.
(2) The entry of foreign banks, many newly established small and medium-sized banks is the market competition is more intense
(3) Subject to the constraints of the existing policies of some localities, the expansion to other regions is restricted.
(C) market competition analysis
(1) China's commercial banks are an important pillar of national economic development, financial macro-control of the market basis, the national economy plays a pivotal role. In the accelerated development of economic globalization and financial integration today, China's commercial banks will be increasingly subject to foreign banks and the global economic crisis of the multi-layered impact.
(2) State-owned commercial banks in China's financial system in the absolute monopoly, so that small and medium-sized banks face the reality of market competition pressure. A highly monopolized market is bound to see unfair competition, and the small and medium-sized banking system faces great challenges. In recent years, due to insufficient market share, weak capital force and low level of electronic, domestic small and medium-sized banks have three major diseases: the proportion of own funds is seriously insufficient. Low quality of credit assets. Single business varieties and low profitability.
(3) To maintain the advantage of competitiveness, it is necessary to clarify the state in which the competitiveness is located, with the changes in environmental factors and competitiveness of the continuous diagnosis, cultivation and consolidation, maintenance and expansion of competitiveness owner and the distance between competitors. Otherwise, competitiveness will be imitated or even overtaken. Therefore, the premise of this work is to establish a set of scientific and reasonable evaluation index system to make timely and correct evaluation of the comprehensive competitiveness, not only the public know the characteristics of small and medium-sized banks, the advantages of various businesses, but also the banks themselves can make clear their own competitive advantages and market position.
(D) Corporate Image Analysis
xx Bank was formerly known as xx Savings. The bank adheres to the people's post, for the people's fine tradition, give full play to the characteristics and advantages in the geographic location, people, mechanism, etc., in order to support the "three rural areas" and local economic development as its own responsibility, closely around the "market-oriented, customer-centric" business philosophy, establish and improve the modern enterprise system, establish and improve the modern enterprise system, the customer-centric business philosophy.
Three, the market is facing the problem analysis
(1) competitiveness:
In addition to state-owned banks, xx currently has many small and medium-sized banks, such as xx, there are also some things large foreign banks, such as xx, etc. xx Bank in terms of visibility, product innovation, service system and so on, compared with the existence of a great lack of. The bank's reputation, product innovation, service system and other aspects compared with the existence of a great lack of.
(2) Poor innovation:
One of the main challenges facing the xx banking industry is product innovation and service innovation. In the survey, it was found that the xx bank's online banking, microfinance cards, and these financial products are available in many banks and are very common, and are not its unique characteristics.
Four, marketing planning to achieve the goal
1, to improve visibility for the bank's future development of better paving the way for the realization of its ultimate goal, "to become the country's rural cooperative bank".
2. To follow the purpose of the bank "based on the local community, support the three rural areas, and serve the community".
3. Establish a better corporate image, a sense of social responsibility, adhere to the scientific concept of development, and take the road of sustainable development.
4, the green banking concept of green environmental protection.
Five, marketing strategy
(a), online banking:
1, through the Internet, for the Bank of xx personal customers to provide account inquiries, transfers and remittances, and other financial services, online banking channels, the brand for xx. through the crowd in a multiplicity of places such as buses, schools, hospitals, commercial streets and other places advertisements vigorously propaganda. During the promotion period, the interbank transfer fee is as low as x yuan, and the transfer within the system is free of charge, free of certificate and annual fee, and free of charge to send xx generous treatment, so that more people will know the special business of xx bank.
2, the opening of online banking to reduce or waive certain fees, such as U shield labor costs and password rewriting costs, while publicizing the opening of the promotion period of online banking free of charge to give the Internet banking shield, the external publicity to open the Internet banking services can be access to additional points and so on.
3, online banking can be tied to family members, family members for the family card, such as in the online payment of one party's card does not have enough cash can be directly jumped to the other family's card for the accumulation of fees, in the opening of the online banking at the same time you can at the same time and then tied to the cell phone banking.
(ii), microfinance card:
1, in the face of major universities, small and medium-sized enterprises to vigorously promote, encourage major universities in the aspiring young people who want to start their own business, more encouragement and more help for these ideas, so that they can use the microcredit to complete their entrepreneurial dreams.
2, in the school and the surrounding entertainment venues for microcredit card publicity, the main financial products to hit the popularity due to the promotion of green consumption and environmental protection, through the distribution of renewable environmentally friendly paper bags so that students in the above with a pen to write their own ideas for the future, and then you can give the paper bag, which is accompanied by microcredit card related to the introduction.
3, for small and medium-sized loans, there are positive incentives to encourage preferential policies, you can provide a platform for the exchange of business information, if there is the same idea of cooperation, you can borrow through the xx bank, the implementation of entrepreneurship.
(C), xx treasure cartoon:
1, xx bank former background xx rural cooperative credit union as a pad, continue to develop the harvest card, and faster into the new background, into the rapid economic development of society, and based on the preferences of the young people, in the harvest card increased Alipay function, so that the harvest card is more suitable for all ages of the consumer groups, the scope of the broader, more convenient to use, The card is more suitable for consumers of all ages, has a wider range, and is more convenient and faster to use.
2. xxCartoon can diversify its own opening methods, such as bank counter opening, online opening, cell phone opening, etc., which is more convenient for customers to use.
3. xxCartoon can cooperate with foreign websites. The current online shopping is only limited to the domestic, to buy goods from foreign sites is generally taken in the way of foreign purchases, the Bank can take this as a breakthrough point to take the lead with some of the foreign shopping sites to cooperate, improve the Bank's specialty services.
(d) Low-carbon credit cards:
1. Low-carbon credit cards use environmentally friendly packaging materials to make reasonable use of renewable resources.
2. Low-carbon credit cards have points for every dollar spent that counts towards a "personal green file", which establishes a personal green fund that can be used for environmental protection.
3. Low-carbon credit cards are integrated with the XX tourism industry. The card will be printed with different landscape patterns of XX's specialty attractions, such as XX. To promote green tourism, it is recommended that the family get out of the house and enjoy the beautiful scenery after studying and working, so as to enhance the environmental awareness and enjoy their own healthy life.
4, join hands with xx universities and colleges. The most important thing is that the university students are able to accept new things, cultivate the environmental awareness of the university students at the same time, but also expand the influence of the bank's low-carbon credit card, the issuance of volume, and increase the bank's revenue.
5, the establishment of the "hand in hand" package, where more than x customers together in the xx bank for credit cards, that is, exempt from the annual fee, and in the original repayment ability based on a certain rate can be increased in the amount of its penetration, for the more people the higher the rate of the higher.
Specific implementation methods
1, to simplify the complexity of the procedures in the business hall, cancel some of the unnecessary intermediate links, improve efficiency. Improve the network system. If the business can be handled directly online, the specific operation process is written on the official website to save time.
2. Expand the scale of the enterprise and add multiple outlets within the xx range.
3, publicize the enterprise, hit the enterprise popularity, in the public transport, TV to do with the green tourism combined with a series of promotional advertisements, in-depth to the colleges and universities, the enterprise to promote the brand of services
4, sound after-sales service mechanism, for the old and new customers to take different measures, to do to attract new customers, to retain the old customer purpose. Once there are adjustments within the bank should be informed in a timely manner, the promotion of new business is also timely publicized to each customer.
5, for some other customer groups, the Bank can take the initiative to door-to-door, telephone, mail and other forms of marketing.
6, in the universities and colleges in the organization of some of the theme of environmental protection activities, while vigorously publicizing the Bank's financial products, "low carbon" features, and vigorously promote the XX and other financial products, so as to cater to the young consumer groups green, environmental protection, fashionable consumer concepts, and to open the market of college students smoothly.
7, actively encourage college students to start their own businesses, reduce the threshold for small loans. By organizing some lectures on self-employment to hit its popularity among college students.
8, to encourage farmers to take the road of agricultural modernization, due to the low cultural level of farmers, in the modernization of agriculture, the Bank should increase publicity can be played in the form of promotional films to stimulate the interest of farmers, and thus, the microfinance card successfully into the rural market.
9, in the form of marketing, the Bank can take the initiative to door-to-door, telephone, mail and other forms of marketing.
VIII. Cost budget
Slightly.