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Marketing plan sample selected one
First, the purpose of planning overview
The beginning of the enterprise, there is no systematic marketing strategy, and therefore the need to plan a set of marketing plan according to the characteristics of the market.
Second, analyze the current state of the marketing environment
(a) market situation analysis and market forecast?
1. The marketability of the product, the real market and potential market conditions.
2. Market growth, the product is currently in which stage of the market life cycle. For different market stages of the product company marketing focus on how the corresponding marketing strategy, how effective, the impact of changing demand on the product market.
3. Consumer acceptance, this content requires planners to analyze the product market development prospects with the information they have.
(b) the impact of the product of the uncontrollable factors to analyze
such as the macro-environment, the political environment, the economic conditions of the population, such as the level of consumer income, changes in the consumer structure, consumer psychology, and so on, some of the products by the development of science and technology have a greater impact on the product, such as: computers, household appliances, and other products of the marketing planning need to consider the direction of the impact of technological development trends.
Third, SWOT analysis
Marketing program, is the grasp of market opportunities and the use of strategy, so the analysis of market opportunities, has become the key to marketing planning. Just find the right market opportunity, the planning is half successful.?
(I) Strengths
(II) Weaknesses
Specific problems/weaknesses in general marketing, manifested in many ways:
Poor corporate visibility, poor image affecting product sales.
The quality of the product is not good, the function is not complete, by the consumer cold.?
The product packaging is too poor to raise the interest of consumers to buy.
Product price positioning is not appropriate.
Poor sales channels, or the wrong choice of channels, so that sales are blocked.
Promotion is not business, consumers do not understand the enterprise products.
Poor service quality, so that consumers are dissatisfied.
The lack of after-sales guarantee, consumers after the purchase of more worries can be marketing problems.
From the problem to find disadvantages to be overcome, from the advantages of finding opportunities to explore its market potential. Analyze the characteristics of the target market or consumer groups for market segmentation, try to meet the different consumer needs, seize the main consumer groups as the focus of marketing, to find out the gap with competitors, grasp the use of market opportunities.
(C) Opportunities
(D) Threats
Fourth, the marketing objectives
Marketing objectives are based on the previous purpose of the task on the basis of the company's specific objectives to be achieved, that is, during the period of implementation of the marketing plan, the economic benefits target to achieve: the total sales volume of **** million, the projected gross profit of *** million yuan, the market share to achieve ****.
V. Marketing strategy (specific marketing program)?
(a) marketing purposes?
General business can focus on such aspects:?
With a strong advertising campaign to expand the market smoothly, accurate positioning of the product, highlighting the characteristics of the product, take differentiated marketing strategy.
The main consumer groups for the product marketing focus.
The establishment of a wide range of sales channels, and constantly broaden the sales area.
(B) product strategy
Through the previous product market opportunities and problems analysis, put forward a reasonable product strategy proposal, the formation of an effective 4P combination to achieve the best results.
1. Product positioning. The key to product market positioning is to find an empty space in the customer's mind, so that the product can quickly start the market.
2. Product quality function program. Product quality is the product's market life. Enterprises should have a perfect quality assurance system for the product.
3. Product brand. To form a certain degree of visibility, reputation, and establish a well-known brand in the minds of consumers, there must be a strong sense of brand creation.
4. Product packaging. Packaging as a product to the consumer's first impression, the need to cater to consumers to make their satisfaction with the packaging strategy.
5. Product service. Planning to pay attention to the product service mode, service quality improvement and enhancement.
(C) price strategy
Here only emphasize a few universal principles:?
1. Larger wholesale and retail price differentials, mobilize wholesalers, middlemen enthusiasm.
2. Give appropriate quantity discounts to encourage more purchases.
(d) sales channels
Product sales channels at present how the state of the sales channel expansion of the sales channel what plans to take some affordable policies to encourage intermediaries, agents of the sales enthusiasm or to develop appropriate incentives.
(E) promotional strategies
(personnel marketing, advertising, business promotion, public **** relations)
1. Principles:?
① Obedience to the company's overall marketing and publicity strategy to establish the product image, while focusing on establishing the company's image.
② long-term: advertising and publicizing the personality of the goods should not change, change the multi-functional, consumers will not recognize the goods, but instead of making the old patron also feel strange, so in a certain period of time should be launched a consistent advertising campaign.?
③ extensive: the choice of advertising media diversification at the same time, focus on catching the publicity effect of a good way.
④ From time to time with the stage of promotional activities, grasp the appropriate time, timely and flexible, such as major holidays, the company has commemorative activities.
2. Implementation steps can be carried out in the following manner:
① planning period before the launch of the product image advertising.
② after the sale of the timely launch of the advertisement to recruit agents.
③ holidays, major events before the launch of promotional advertising.
④ seize the opportunity to conduct public relations activities to reach consumers.
⑤ Actively use the news media, good at creating the use of news events to improve the visibility of corporate products.?
(F) specific action program
According to the planning period of the characteristics of the time period, the launch of the specific action program. The action program should be detailed, thorough, operational and not lack of flexibility. Also consider the cost of expenditure, everything within their means, try to achieve good results at a lower cost as a principle. Particular attention should be paid to seasonal products, peak season marketing focus, seize the peak season marketing advantage.
Six, the planning program costs budget
This part of the record is the entire marketing program to promote the process of cost inputs, including the total cost of the marketing process, stage costs, project costs, etc., the principle is to get the best results with less investment. Cost budgeting methods are not discussed in detail here, companies can rely on experience, specific analysis and development.
Marketing plan sample selected two
First, the plan outline
1. Annual sales target of 6 million yuan.
2. 50 dealer outlets.
3. The company has a certain degree of visibility in the market for self-control products.
Second, the marketing situation
Air conditioning automatic control products belong to the central air conditioning and other industry supporting products, by the upstream product consumption market hold, but the total demand is still considerable. With the urban construction and people's living standards continue to improve and the arrival of the product replacement period has led to a sustained growth rate of the market, which led to the expansion of the overall market capacity. Hunan is located in the middle of China, air-conditioning self-control products demand is relatively large: 1, summer and autumn heat, spring and winter cold; 2, Hunan real estate industry in the past two years has developed rapidly, especially in the high-grade residential buildings, villa complex construction; 3, Hunan into the western development, will increase the construction of various infrastructure projects; 4, Changzhutan melting city; 5, Chenzhou, Yueyang, Changde, and other large number of industrial parks and development zones; 6, people's requirements for their own lives; 6, people on the Improvement of their own life requirements; In summary, air-conditioning self-control products, especially high-grade air-conditioning self-control products in Hunan has great potential for development.
Marketing methods in general, air conditioning self-control products are sold in no more than three ways: engineering bidding, real estate group purchases and private projects. Engineering bidding channels occupy a large share, but the real estate group purchase and private project two channels are developing rapidly, has presented a diversified development situation.
From the point of view of the sales channels of enterprises, most companies use the office plus dealer model, domestic air conditioning products, self-control enterprises in 2007 have increased efforts to the deployment of the national marketing network and the consolidation of traditional channels, to strengthen the design institutes and the management of public relations and cooperation. For the relatively late entry into the air-conditioning automatic control products enterprises, due to the market accumulation time is relatively short, but also anxious to quickly open the market, so basically used the office plus the distribution system of the channel model. In order to quickly respond to the market, where to enter the Hunan market automatic control products in Hunan have inventory. Hunan air-conditioning automatic control products market capacity is relatively large and there is a lot of potential, the development trend is generally favorable, so the brand has not yet entered the Hunan market, there are great market opportunities, as long as the use of more appropriate market strategy, you can squeeze into the Hunan market. At present, Shanghai Zhengyi in Hunan air conditioning automatic control products market foundation is relatively weak, the team is still relatively young, the brand influence needs to be consolidated and expanded. In the sales process must be very clear about my company's strengths, and to play to make it the ultimate; and to find my company's weaknesses and put forward in a timely manner, to overcome to achieve the maximum value; improve the level of service and quality of service will be aware of the penetration of each link in the exchange of ideas with the customer, focusing on the pre-sale and after-sale visits and other services.
Third, the marketing objectives
1. air-conditioning automatic control products should be the purpose of long-term development, and strive to take root in Hunan. 2009 to establish a sound sales network and sample projects, sales target of 6 million yuan.
2. Squeeze into the first-class air-conditioning automatic control products supplier; become a fast-growing successful brand.
3. To air-conditioning automatic control products to drive the entire air-conditioning product sales and development.
4. Marketing and sales of the near-term goal: in a very short period of time to make the marketing performance of rapid growth, by the end of the year to make their own products become a well-known brand in the industry, to replace the province with the same level of products in part of the market.
5. Committed to the development of the distribution market, to the end of 2009 to develop to 50 distribution business partners.
6. Regardless of the mental, physical are fully committed to work, so that the work has a high efficiency, high yield, high salary development.
Fourth, marketing strategy
If the air-conditioning automation products to grow rapidly, but also to achieve a competitive advantage, the best choice is bound to be - "goal-oriented" overall competitive strategy. With the rapid development of Hunan's economy, urbanization scale continues to expand, air-conditioning automatic control products market consumption potential is very large, the target concentration strategy for us is a wise choice of competitive strategy. Around the "target concentration" overall competitive strategy we can take specific tactical strategies include: market concentration strategy, product band concentration strategy, dealer concentration strategy and other supporting strategies for the target concentration of four aspects. To do this, we need to divide the Hunan market into the following four types:
Strategic core market---Changsha, Zhuzhou, Xiangtan, Yueyang
Focus on the development of the market ---- Chenzhou, Changde, Zhangjiajie, Huaihua
Cultivation of the market ----- Loudi, Hengyang, Shaoyang
Waiting to develop the market ---- Jishou, Yongzhou, Yiyang, and other markets.
General marketing strategy: full marketing and the use of direct marketing and channel marketing marketing strategy
1. target market
blossom everywhere, the center of the city and small and medium-sized cities at the same time to break through, focusing on the development of the industry model project, vigorously develop key regions and key agents, and rapidly promote the product sales and sales volume increase.
2. Product strategy
With the overall solution to drive the overall sales: the requirements of our products can form a complete solution and have a successful case, which leads to the whole line of product sales. Size interaction: the sales of air-conditioning automation products to drive the sales of valves and other products, valves and other products to promote the project of air-conditioning automation product sales.
3. Price strategy
High quality, high prices, high profit margins for the principle; the development of a more realistic price list: the price list is divided into two layers, the media public offer, the bottom price of the market sales. Develop a higher monthly rebate and quarterly rebate policy to control the marketing system. Strictly control the price system to ensure that the price distance between the first distributor, the second distributor, project engineers, end-users level profit margins. In order to adapt to the market, the price policy and to have a certain degree of activity.
4. Channel strategy
(1) distribution partners are divided into two categories: one is the distribution of customers, is our key partner. The second is the engineer customer, is our basic customer.
(2) the establishment of the channel mode: A. Take a step-by-step approach, first draft agreement, and then do the sales forecast table, and then formally sign the agreement to order the first batch of goods. If you do not enter the goods can not sign an agency agreement; B. Take the approach of looking for important customers, through negotiations to press the goods into the hands of distributors, and then our sales and marketing support to keep up; C. Pick between the agents of the competitive mentality, in the negotiations due to the availability of a local a potential customer and enable us to take the initiative and a high profile. Can not enter the market with a low profile; D. After the initialization of the agreement, the initialization of the name of the agent can appear in our advertising, picking the distributor and the original manufacturer of the contradiction, we take the opportunity to enter the market; E. In the local regional market, at any time to ensure that there is a local can become a first-class agent of the secondary agents, in order to become a threat to first-class agents and play a role in promoting.
(3) There are push and pull forces in the market. To grow quickly, you need to use the push force. Pulling takes a long time to cultivate. To this end, we will focus on developing channel distribution, in addition, the personnel responsible for large customers and engineers to focus on the industry market and the engineering market, and strive to complete 4 to 5 sample projects within three months, to internal staff and distributors to establish confidence. Until the end of the year, to complete their own marketing quota.
5. Personnel strategy
The basic philosophy of the marketing team: A. Open-minded; B. Overcome self; C. Professionalism.
(1) Vertical linkage of the business team to maintain efficient communication in order to respond quickly. Team building is flat.
(2) Reporting system and sales incentive system for internal staff.
(3) Sell products with professionalism. Value = price + technical support + service + brand. The actual sale is a solution.
(4) Preparation of the sales manual; which includes the agent's rules of the game, technical support, the scope of work and functions of the marketing department, the problems that can be solved and the support provided and other instructions.
V. Marketing Program
1. The company should make good use of the Shanghai brand, take the brand development strategy.
2. Integrate all kinds of local resources in Hunan to establish a perfect sales network.
3. Cultivate a number of good customers and establish a good social network.
4. Build a good marketing team.
5. Choose a set of market operation mode suitable for the company.
6. Capture the characteristics of the company's products and find the company's selling points.
7. The company is appropriate to use direct sales and distribution in Hunan combined with the market mode of operation; direct sales to do model projects and drive the development of distribution networks, distribution to do sales and as a company profit growth.
8. Direct sales using personnel promotion and part of the media publicity combined with the expansion of the market for air-conditioning self-control products, we can use the community to promote the method and focus on engineering machine project model project persuasion method.
9. In order to enter the market as soon as possible and is conducive to the long-term development of the company, should be centered in Changsha, to the major cities in the province, of which Changsha as the core, to the city as a profit growth point.
10. Hunan's channels should be used to flatten the model and good channel construction and management, in the channel construction can not set up a provincial distributor, but the basic unit of division of the prefecture-level city, each prefecture-level city to set up two first-class dealers, and the marketing tentacles have been extended to the market value of the county market, change the other air conditioning products in Hunan automated brand in the prefecture-level market for a long time, guerrilla warfare way, using positions, the way of the guerrilla warfare. Guerrilla warfare approach, the use of positional warfare, the establishment of long-term interests with dealers in the branding mode of operation, each area of the market are intensive cultivation, steady.
Marketing Plan Sample Selected ThreeModern 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, convenient and easy to get food has an urgent need, fresh canned fruit juice is one of them, and most of the juice on the market at the moment is only 10% of the concentration of a 30%, not many types of 100% pure fruit juice, is a worthy of intervention in the market. Intervention in the market.
I. Beverage market competition
1. Market leader: Yi Mei Baoji pure fruit juice.
2. Market challenger: unified fruit juice.
3. Market follower: Bomi Fruit Garden.
4. Market gap 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, canned fruits 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.
3. Beverage Market Segmentation
1. Gender: female (majority) and male (minority).
2. Income:Monthly income of b1xx yuan or more.
3. Consumption habits: love of good value for money, convenient and easy to get the goods.
4. Lifestyle: Focus on health, wellness, and beauty.
5. Region: Highly urbanized areas - Taipei City, Taichung City, Kaohsiung City.
Fourth, commodity positioning
1. Commodity: "Pure Fruit Dew" is a fruit meter, but in the name of the negation of the "meter", because the "dew" gives people the feeling than the "juice" precious. "Juice" precious, concentrated, carefully refined meaning.
2. brand: fresh bar ...... take freshbar fresh bar meaning, although with the "38" harmonic, but also with the pull 'dance "Samba "Harmony, can deepen the impression of consumers, but also the feeling of tropical mood, in line with the 'fresh bar' from the tropical fresh fruit 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 packaging is light weight, easy to carry.
V. Beverage marketing plan
VI. Pricing strategy
1. Purpose
To strive for market share, up to 30% within one year.
2. Other labels
(l) Yi-Mei Xiaobaoji: 125cc, aluminum foil packet NT$10.
(2) Unified Fruit Juice: 250cc, easy-open can for NT$20.
(3)Pomi Fruit Garden:250cc, aluminum foil packet NT$16.
3. Pricing
The goal is to win the market share of YiMei XiaoBaoJi, and the price is decided to be NT$10, 150cc, aluminum foil package.
VII. Channel Strategy
1. Supermarkets.
2. Instant food stores.
3. Convenience stores, bargain centers.
4- Food courts in department stores
5- Pastry bakeries.
6-Cafes.
7-Lunchbox contractors.
8-Restaurants, hotels.
9-Stations, airports.
10-Organization camp welfare stations.
11-School welfare clubs.
12-Snack bars.
13-Roadside stalls.
14-Bus ticket booths
15-Betel nut stalls.
VII-Vending machine VIII-Promotion strategy
(A) Advertising:
1. Radio: icrt, CBC pop network, youth network, music network.
2. Television: three stations from six to nine o'clock in the evening time.
3. Newspapers: China Times, Business Times, United Daily News, Economic Daily News, Minsheng Daily.
4. Magazines: Yi Yi, Wei Wei, Dai, Style, World, Excellence.
5. Inside and outside the carriage.
6. Posters.
7. Balloons: made in the shape of fruit.
(2) Promotion:
1. Trial drink.
2. Raffle: set the box on the corner cut, or buy a box with a raffle ticket.
3. Prizes: Set the corner cut on the box to give a gift.
4. With TV program giveaways: Strong Strike, Good Luck, Winning, Joyful Fax, Call 50.
5. Sponsor public service activities.
(C) publicity and reporting:
All promotional activities can be written as a press release to provide news media for reporting.
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