On the marketing program planning letter 3
In order to ensure that the work or things in an orderly manner, often according to the specific circumstances of the program in advance, the program belongs to the planning of a type of instrument. So what kind of program is good? The following is I help you organize the marketing program plan 3, just for reference, welcome to read.
Marketing program plan Part 1
Business development and business survival is always the most important concern of the enterprise, of course, only if the enterprise can survive, there is the possibility of development, if even the survival of the problem, the development of the development can not be talked about! Since the enterprise to survive, it must develop, how much understanding of the market is also to a large extent around the basic survival of the enterprise. Doing a good job of marketing is very important to the development of the enterprise!
Enterprise new product promotion marketing plan program, marketing program plan content: new products should be used in the pre-launch of a full range of three-dimensional, hard, soft market promotion, marketing program plan operation is as follows:
First, the theme of the event: Caring for the family you and me- (Two months unchanged)
2, so that the target consumer groups to recognize, understand, try, experience new products.
3, so that the target consumer groups cognizant of what he needs to guide, educate consumers.
4, manufacturer hot spot, community hot spot, city hot spot.
5, to attract a large number of target consumers.
Fourth, the content of the activities
a) Arrangements in the mall:
1, equipped with two excellent promotional staff to introduce the product, the company, the agent and the concept of consumer monitoring to the customer, to strengthen the company's products to the customer's point of interest.
2, play the company's consumer monitoring of the feature film, preferably with a large TV broadcast.
3, the conditions of the mall can engage in a small knowledge quiz "lucky draw big giveaway, care for the family you and his" activities.
Activity Steps:
1) sales staff to customers issued counter product information, and take the initiative to tell us that this period of time in the prize quiz sweepstakes, after reading the information to answer the correct question can be drawn, the winning rate of 100 percent, there is a grand prize - counter products (to be determined).
2) Gifts: divided into general gifts and a grand prize (counter products), general gifts for the company to produce small gifts (to be determined); grand prize for one of the counter products, every day there is a grand prize, which day out of the draw in a timely manner to replenish another one.
3) set up a lottery box next to the counter, which is equipped with two colors of ping-pong balls, of which there is only 1 yellow ball, the other is the white ball 49; a set of question cards, which has 40 question cards (the best preparation for the work of 100).
4) Rules: Answer the right question to draw; draw opportunity only once; draw white ball for the souvenir prize, draw yellow ball for the Grand Prize; 100% of the winners, every day there is a Grand Prize.
4, consumer monitoring products into the mall dm.
5, on-site pop advertising.
Principle: Simple to reflect the consumer monitoring product information, lucky draw big gift activity information.
2) Outside the mall sp:
1, in the mall of the main door side of a publicity point, promotional personnel (Miss) to come to the mall of each customer to publicize the consumer monitoring products and pointed out the location of the counter and the lottery activities.
2, hang a banner in the main door of the mall: consumer monitoring counter to wish a grand opening. Or hang two vertical banners, from the head: "wish xxx company export industry first in July"; "wish xxx consumer monitoring counter grand opening"
3, in the mall empty space hanging two floating air ball, and hang two banners.
Three) urban community promotion:
This community promotion program should be operated depending on the local situation.
1, community selection:
1) the best in the range near the counter, so that you can form a three-dimensional pull in the region, each other highlights.
2) must be the counter near the medium and high-end community, where the target consumer groups gathered, where the promotion of publicity, can be said to have played a "twice the result with half the effort" effect.
3) in line with the above conditions, first choose 1-2 communities (mid-range, high-end each one) for the pilot, the pilot is successful, and then promote, copy, and then standardized urban community operations.
2, community promotion positioning
1) in the community promotion, must reflect the company, the local intermediary's overall strength, brand image; reflect the manufacturer, the intermediary for the long-term service of the target consumer groups, security, professionalism; reflect the promotion of the humane, family, affectionate; reflect the promotion of the holistic, unified, Coordination.
Part 2 Marketing Plan
I. Outline
The plan through the understanding and analysis of the enterprise and the macro and micro environment, to determine the issues and objectives of the research; and then the enterprise's own situation and the characteristics of the target market, to choose the appropriate research methods, develop a detailed research design program to determine the relevant data analysis methods; and finally, through the implementation of the research program and the analysis of data and information, to arrive at the report of the research, to provide a reference and basis for corporate decision-making. The company's main goal is to provide the best quality products and services to its customers.
II. Background
With the development of the market economy and the acceleration of China's population aging process, the health of the elderly and the issue of leisure and recreation is receiving more and more attention. In this context, toys for the elderly came into being and showed great market potential. However, compared with foreign developed countries, the variety and quantity of toys for the elderly in China are scarce, and there are few enterprises specializing in the production and operation of toys for the elderly, so there is a huge market gap. At the same time, traditional concepts make people think that toys are the exclusive property of children, which also makes the public lack of knowledge about toys for the elderly. Therefore, in order to understand the cognitive status of people's toys for the elderly, and initially estimate the market prospects of our products in the Xi'an market, we have formulated the Xi'an market research program of toys for the elderly in Fu'ankang Company.
(1) Macro environment
1. Demographic environment
According to the statistical bulletin of Xi'an Bureau of Statistics in 20xx, the total population of Xi'an in 20xx was 8,434,600 people, among which the elderly population over 60 years of age accounted for 14.83% of the city's total population, totaling about 1.25 million people. Xi'an is moving fast towards a heavily aging society.
2. Economic environment
Xi'an's gross domestic product (GDP) reached 324.1 billion yuan in 20xx, and the per capita GDP exceeded 5,000 U.S. dollars, so residents' consumption has entered the stage of "enjoyment", and the total income of the elderly is about 7 billion yuan, which is a strong purchasing power.
3. Policy environment
In 1996, China promulgated the "Law of the People's Republic of China on the Protection of the Rights and Interests of the Elderly", which clearly stipulates that the state encourages and supports social organizations or individuals to set up geriatric products, old-age welfare homes and other industries for the elderly. In recent years, China's social security system is gradually improving, modern pension and medical system is initially formed, the amount of pension is rising year by year, the worries of the elderly is slowly being eliminated, the consumption capacity is gradually released.
4. Social environment
(1) With the deepening of China's national policy of family planning and the independence of the first generation of only children, the "empty nest family" has become
a common social phenomenon. This contributes to the objective demand for toys for the elderly living alone.
(2) Xi'an's aging population is approaching the level of first-tier cities such as Beijing and Shanghai, and the consumer demand for geriatric products is growing rapidly.
(2) Micro-environment
1. Xi'an Fu'ankang company belongs to Shandong Province, Dongying City, Shandong Province, Dazhan Industry and Trade Co., Ltd. is the company and Singapore Hongda International Group, established in cooperation with the elderly products production enterprises. It is the only designated partner of Hongda Group in mainland China.
2. Product status. Fu Ankang business varieties have six categories, twelve series,*** counting more than one thousand products, covering the elderly and disabled health care, treatment, fitness and recreation and leisure in all aspects of the current main to the market to launch the leisure exercise class (such as gyro, Qiankun ball, taiji fan, taiji sword, empty bamboo, taiji ball, etc.) and educational classes (such as Huarong Road, nine consecutive rings, Kongming locks, etc.)*** two major categories of elderly toys products In order to meet the different needs of the target customer groups for physical exercise and educational entertainment.
3. Competitors. Currently there is a large gap in the domestic market for toys for the elderly, only a few toy companies involved in the elderly toy products, and has not yet formed an industrial scale. The development of foreign elderly toy market is more than 30 years ahead of the domestic, and formed a more mature industrial chain and product system. Therefore, the entry of foreign brand enterprises will bring more competitive risks to the enterprise. At present, the main domestic competitors are: Wuhan Youzhi Toys Company Limited, Shijiazhuang Good Toys and Fitness Products Company Limited, Jinan Daily Smile Technology Co.
Fu An Kang's competitive advantages:
(1) a complete range and excellent quality;
(2) a stable, extensive and diversified sales channels;
(3) a professional product research and development team and a stable source of goods.
Three. Research Problems and Research Objectives
(a) Research Problems
As Fu An Kang Company enters the Northwest market for the first time, and Xi'an market is the bridgehead of the Northwest market, the research program for the Xi'an market will be a comprehensive survey of the current situation of potential consumers in Xi'an market, which will serve as a reference for the enterprise to enter the Xi'an market for marketing activities.
(B) the purpose of the study
1. Xi'an elderly toys market total volume measurement and sub-district total volume measurement
2. Target consumer groups of elderly toys to understand the degree of the status quo and analysis of the reasons
3. Target consumer groups of consumer behavior
4. Xi'an elderly toys brand share of the analysis
5. Consumer Market Trend Forecast
IV. Research Methods
(a) Main Methods
This research mainly uses segmented systematic random sampling, comprehensive sampling of residents throughout the city of Xi'an to ensure the principle of randomness. It was mainly carried out by means of household face-to-face interviews.
(B) Supplementary method one
This research supplemented the use of non-random sampling in convenience sampling and quota sampling. The combination of sampling by going to squares or activity centers where the target consumer groups are more numerous and sampling of the clusters of various different occupational units.
(C) Supplementary Methods II
This research supplemented the use of secondary data collection and analysis methods, reviewing the literature to understand the basic situation.
(D) Description
The conditions allow the region can mainly use the first research method, the conditions of the region can be more poor to use two or three methods to enhance the operability of the program. This plan is written only the first method of implementation steps.
V. Research design
(a) Sampling program
1. Survey overall
The main body of the survey for this study is all the elderly toys for all consumers aged 20 years old and above who live in Xi'an, including the population with a formal household registration, and the foreign mobile and foreign permanent residents, and so on. Specifically categorized into young and middle-aged consumers between the ages of 20 and 50, and middle-aged and elderly consumers over the age of 50.
2. Sampling method
(1) This study mainly uses segmented systematic random sampling method to draw samples, and only the middle-aged and young people's' sampling method is listed here. The sampling frame is urban areas (counties)-residential (village) committees-households (people) in three stages. The three-stage sampling frame is: (the following data are hypothetical)
① 9 districts and 1 county to 180 townships, towns, streets of the sampling list (drawn 36 streets)
② 36 streets to 360 residential (village) committees of the sampling list (sampled 180 neighborhood committees)
③ 180 residential (village) committees to the household of the sampling list (sampling 3600 households
(2) In addition to the sample taken in the above manner, supplemented with additional sampling from the streets and workplaces of different urban sub-districts at a fixed point.
3. Sample size
According to the limiting adult sampling error of 5%, confidence level of 95%, the calculation can be obtained as the sample capacity of 400 people. According to the ratio of the elderly to the middle-aged and young people in Xi'an is about 1:9, the sample size is set to be 3600 middle-aged and young people and 400 elderly people.
(B) Questionnaire design
1. Questionnaire type
According to the actual situation of the target consumer group (main consumer group and auxiliary consumer group), the questionnaire of this research includes two types of questionnaires issued to the young people and questionnaires issued to the elderly, of which questionnaires issued to the young people to take a self-completion type, and questionnaires issued to the elderly to face-to-face interviews to fill in. The questionnaires for the elderly are mainly face-to-face interviews.
2. Design Principles
(1) Concise and logical
The questionnaire for young and middle-aged people should be simple and concise, while the questionnaire for the elderly should be simple and easy to understand, and the questionnaire should not have too much content.
(2) easy to answer
As the household (for young and middle-aged people) or in the square (for the elderly) face-to-face survey, it is not appropriate to delay others too much time and affect the life of the respondents, rest, so the questionnaire to the closed multiple-choice questions.
(3) Purposeful and clear
The questions of the questionnaire should cover the five research objectives of this research, thus ensuring the effectiveness of the questionnaire information.
3. Structure of the questionnaire
(1) Title (2) Description (3) Body (4) Coding
(5) Items for the respondents (6) Items for the investigators (7) Concluding Remarks
Marketing Program Planner Part 3I. Introduction to the Team
II. Content
(a) product overview
(b) product line
III. Analysis of the current marketing environment
(a) analysis of the current market situation
(b) analysis of the factors affecting the product market
IV, Marketing strategy
(a) product strategy
(b) price strategy
V. Project evaluation of the benefits
(a) sales targets
(b) the expected return
Six, the implementation of the plan
(a) personnel allocation
(b) implementation time
VII, the budget
I. Team Profile
In this autumn season, six college students full of passion and dreams gathered together to form a small model entrepreneurial team, based on solid professional knowledge, with high entrepreneurial passion as a driving force. Based on solid professional knowledge and motivated by high entrepreneurial passion, and aiming at realizing the value of self and the team, we are striving hard and pursuing excellence, exploring the unknown with our discovering eyes, and creating dreams with our infinite passion. Small mold small sample management members are:
Deng Tian, Peng Xiuqiong, Dai Li, Long Xinying, Luo Lu, Wang Jian
The team members have a good division of labor and teamwork, internal cohesion, strong sense of responsibility, to ensure that the efficient operation of the various businesses. Everyone has their own area of responsibility, from the formation of the team to the selection of products, as well as product sourcing channels we have taken a discussion, using the optimal method of implementation, so as to improve the overall efficiency.
Second, the content of the project
(a) product profile
The store is mainly engaged in girls' jewelry, its jewelry are introduced from South Korea, a variety of styles, whether it is a modern minimalist style, classical luxury style, bohemian style, or romantic style, small molds and small samples are interpreted in the best possible way.
Gorgeous colors, ingenious design, noble fashion taste, I believe that the small mold small kind of jewelry will become a lot of girls cherish the love.
(B) product line
Now the product is mainly headwear, including earrings, earrings, rings, bracelets, necklaces and other fashion jewelry. Bracelets include sweet series, simple series, retro series and so on.
Third, the current marketing environment analysis
(a) Analysis of the current market situation
1, competitors
Not far from the campus of the town, there are more jewelry stores, but their prices are more expensive.
2, the marketing environment
The marketing training competition is one of the college's larger competitions, curiosity will lead students to come to watch, easy to cause people to buy.
(B) Analysis of factors affecting the product market
1, population
Nearly 3,000 people in the college, girls accounted for about 70%, occupies a considerable proportion of the demand for jewelry, has a greater advantage.
2, the economic situation of consumers
Nowadays, the living expenses of college students are basically more than 800 yuan, minus the expenditure on food, the disposable income per month is larger, with a strong purchasing power.
3, consumer psychological analysis
The pursuit of fashion and personality, show self, focus on their own dress.
4, the marketing environment
The marketing training competition is a larger competition in the college, curiosity will lead students to come to watch, easy to cause people to buy.
Fourth, marketing strategy
(a) product strategy
Our target consumer age group between 18-25 years old, this kind of consumer group advocate personalized, fashionable, diversified, so our products are positioned as fashionable, special, personality. The product style is novel and unique, which is a big attraction for this kind of consumers.
(B) price strategy
Because most of our products are silver-plated and plastic as the material, so the product is to take the low-end route, the price of the product between 1-12 yuan. Our team's business philosophy is to sell more at lower profit margins, using rounded pricing for product sales, but the quality of the product is absolutely guaranteed. And this pricing method, adapted to the business school girls shopping characteristics "good value for money".
V. Evaluation of the project benefits
(a) sales targets
In the early stage, through effective publicity, so that students have an understanding of the store and attention. We expect to achieve sales as follows: (average consumption of $6 per person) Day 1: traffic 30 people, 6 × 30 = $180 Day 2: traffic 15 people, 6 × 15 = $90 Day 3: traffic 8 people, 6 × 8 = $48 Total: $318
(b) Expected returns
Under the condition of ignoring labor costs:
Profit on sales = Total sales - product cost - additional cost
i.e. expected return = 318-150-80 = 88 yuan