After the product is done well, it depends on the marketing, marketing is good, the leadership has no trouble. Then how to write a marketing plan for the product? The following is organized by me for you "product marketing plan sample brief", for reference only, welcome to read.
Product marketing plan sample brief a
First, the positioning of the company and the positioning of the brand
xx company is a telecommunications and data communications industry technology leader. xx technology has provided and will provide products and solutions are the construction of the Internet's basic products, including the field of wired access and wireless access to the field, and is currently in China. A development base has been established to enable R&D and localization in China.
Brand Positioning
A. A leading branded equipment supplier in China in the field of combined telecom and datacom products.
B. To be a first-class manufacturer and supplier of network products.
C. System integration projects to drive the sales and development of the entire network products.
Two, sales strategy guidance and industry goals
1. Adopt a top-down sales strategy: absolutely can not be left behind the large regional distributors, regional distributors are our key development targets.
2. Emphasize the two key; vigorously develop key regions and key agents to complete our sales targets is of extraordinary significance.
3. Focus on the development of the following industries:
(1) residential (intelligent neighborhood)
(2) hospitals
(3)? Education, government, finance and other industries.
1. Adopt the sales strategy of having the lower towards the upper: specifically, the development of small dealers, with intensive sea of people tactics to complete.
2. 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 drives the sales of the whole line of products.
3. Blossom everywhere: the center of the city and small and medium-sized cities at the same time to break through. Size interaction: network product sales to drive system integration sales, system integration projects to promote network product sales.
4. The actual shipments determine the visibility of the product, each product is a powerful advertising.
5. Vigorously develop OEM manufacturers to rapidly promote product sales and turnover.
Third, the market marketing near-term goals
1. Goal: in a very short period of time to make the marketing performance of rapid growth: and then the end of the year to make their own products to become a well-known brand in the industry, to replace part of the domestic market with the same level of products, and the formation of foreign products to compete with each other. Across the generation point, become a fast-growing successful brand.
2. Committed to the development of the distribution market, to the end of 20 ___ developed to 100 distribution business partners, the development of about 200 base system integrators, in the above industry to achieve certain marketing performance.
Fourth, the basic concept of marketing and basic rules
1. The basic concept of the marketing team
A. Open mind:
B. Overcome the self:
C. Professionalism;
2. The basic rules of marketing
A. Name of distribution partners: Divided into two categories: First, distribution customers, is our key partners. The second is system integration customers, is our basic customers.
B. Each employee should not think he is a new brand.
C. Competitors are domestic manufacturers of similar products.
D. The basic characteristics of the target customers in the distribution market
(1) The market is in the growth category of the company, with a strong sense of enterprise and the desire to generate.
(2) Network companies that are important in the local network market.
(3) System integrators with good industry background and digestibility.
V. Marketing Mode
1. The establishment of the channel mode
A. Take a step-by-step approach to deepen the agreement, the first straw agreement, in the sales forecast form, the formal signing of the agreement, order the first batch of goods. If you do not buy goods can not sign the agency agreement (straw agreement using: registration form fax, product orders, formal agency agreement)
B. Take the approach of finding important customers, through negotiations to press the goods into the hands of the distributor, and then our sales and marketing support to keep up.
C. Pick a competitive mindset among agents, and take the initiative and high profile in negotiations because of a local potential customer. Cannot enter the market with a low profile.
D. After the initialization of the agreement, the name of the initialized agent can appear in our advertisements, picking the contradiction between the distributor and the original manufacturer, 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 primary agent of the second agent, in order to become a threat to the primary agent and play a role in promoting.
2. Give the agent credit rating support (specify the credit rating method)
A. Classification of customers: regional first-class agents (A), regional second-class agents (AA), system integrators (AAA)
B. 20 A-class, AA-class 100, only A-class can have credit support.
C. Criteria for credit rating of Grade A:
1) Signed a formal authorized marketing agreement and complete filing with ml.
2) Monthly ordering within the first three months is in line with the sales specified in the Authorized Marketing Agreement.
3) There has not been any bad faith reversal of accounts or commercial disputes in the commercial exchanges during the three months.
4) Actively explore the market and independently operate in the local market activities. Cooperate with the company's marketing activities.
5) No violation of the provisions of the authorized marketing agreement.
Six, price strategy
1. High quality, high price, high profit margin as the principle!
2. Develop a more realistic price list: the price list is divided into two layers, the public offer, the bottom price of market sales.
3. Develop a higher monthly rebate and quarterly rebate policy to control the marketing system.
4. Strictly control the price system to ensure that the price distance between the primary distributors, secondary distributors, system integrators, end-users level profit margins.
VII. Channel sales strategy
1. There are push, pull forces in the market. To grow quickly, you need to use push forces. Pull needs a long time to cultivate. To this end, we will focus on developing channel distribution, in addition, the personnel responsible for large customers and system integration of personnel to focus on the industry market and system integration market, and strive to complete 4 to 5 sample projects within three months. Until the end of the year, to complete their own marketing quota.
2. Short channel strategy: divided into four kinds of customers: A, AA, system integrators, industry customers. They can establish direct contact with us.
3. Vertical connection of business team, keep efficient communication in order to make quick response. Team building is flat.
4. Sell products with professionalism. Value = price + technical support + service + brand. The actual sale is a solution.
5. Conditions are ripe, then set up a logistics center to solve our difficulties in the local market, because the logistics center plays a financing platform, a financial platform, a logistics platform role.
VIII, after-sales service system
1. You can sign an authorized maintenance center agreement with the distributor (A). There are spare parts support. Specialists are responsible for the replacement of spare parts and maintenance of authorized maintenance centers throughout the country.
2. 1% of the marketing amount in the previous three months to provide maintenance spare parts.
3. Establish a dedicated authorized repair center and pay a fee.
4. After-sales technical advice on the establishment of customer consultation record sheet, special records of customer consultation problems, the company's website to open a special BBS.
First, the activities of sales
Adhere to the bar of the regular activities can play a good to retain the old customers to develop new customers. The market strategy.
Activity planning:
(1) publicity period For example: the 10th of a certain month for the day of the event, 1-2 weeks in advance of the publicity, first of all, for the store VIP, one by one to send a notice of the event information; and then inside and outside of the store to publicize the outside of the main ads and verbal publicity among the guests, the internal main posters and sales staff to publicize the publicity, in each of the guests on the 10th to consume the shop that informs the event time and time and the publicity. Then, the publicity inside and outside the store, external advertising and verbal publicity among the guests, internal publicity mainly by posters and sales staff, in every guest 10th to consume that is to inform the activity time and the theme of the event, and at the same time, give or sell the event invitation card. Thus tempting guests to come to participate in activities on the day, the card must indicate the time, authority and method of use. Note: the form of the card
A: free gift - with the card to participate in the activities can get a free bottle of beer or a glass of wine.
B: fixed face value - the card has a certain amount of face value, the way to get this card is to buy from the sales staff or the store, such as 50 or 100 activity face value, the day of the event with 100 face value activity card can buy the store beer half a dozen or can be used as a 120 yuan - 150 yuan of cash for the purchase of alcohol. -150 yuan of cash for the purchase of alcohol to use or other concessions. The sales at the same time try to leave the guest's information.
(2) the implementation of the program? If it is A form of card, the day of the event guests come to participate with the card, in the store or use the card to cash in the beer when the card to the next event to give the card; if it is B card, in the guests to redeem the beer, by the store sales staff in the guests are about to leave the store, for its next event to promote the consumption of the card, or go to the table for each table guests to do instant promotion of such cards.
During the event, there should be performances, interactive games, instant promotions and lucky draws to ensure that each event is fun and attractive.
P.S.: The above said and activity sales program is only a framework for my ideas, the specific implementation of the operation needs to be specifically discussed.
Second, the daily cocktail promotion sales program
Cocktails are a small amount of chilled, low cost and high profit wine, because it is made in a unique way and practical to attract a lot of friends favorite. The bar in an indefinite period of time to engage in some cocktail promotions so that will increase our cocktail sales, thus improving the operating efficiency of our bar.
1, every night at 9:30 p.m. before the scene to 12:00 p.m. did not exit the scene and in the bar to reach a certain amount of consumption of guests, are presented by the bartender carefully prepared cocktails. (This cocktail promotional program is mainly characterized by a time limit, generally in this period of time although fewer people, but are some of the bar regulars.)
2, the bar time, for each customer to the bar to hold a birthday party, presented by the bartender prepared by the banquet series of cocktails or angel half a dozen or beach half a dozen or a test tube cocktail set, and lighted fireworks to celebrate.
3. Sunday Wednesday is Ladies' Night, where ladies can enjoy free cocktails from 9:30pm to 23:59pm.
4, the development of a weekly program of alcohol, cocktail promotion cards at the tables indicate that a particular cocktail to do this week's half-price sales.
5, by the marketing staff to set the table and consumption to a certain height of the customer, by setting the table marketing manager to give a set of cup tower cocktails, can be made by the bartender in person to their seats.
6, on the bar to buy banquet-type cocktails or complete sets of bullet-type cocktails or test tube cocktails for customers to give a fruit plate or snacks.
7, the service department is responsible for the promotion of cocktails, give the waiter 5 percent commission (or other to be determined).
8, the recruitment of the bar in order to sit at the bar consumption of male guests better communication.
9, you can let the guests who come to the store to spend money to leave a dating card by the bar to save.
10, in the bar everywhere on the cocktail small pictures and information, such as toilets, walls and so on.
11, by the bartender and the bar staff to every customer sitting at the bar point classic cocktails to tell the story of the origin of this cocktail.
12, the bar staff must master some small magic and some fun games and guest interaction to increase the atmosphere and let guests feel different bar culture.
13, each guest can give us bartenders to provide advice and dissatisfaction, in our future business more effective help, and countermeasures to improve.
Product Marketing Plan Sample Short Three
I. Purpose
To increase the sales of xx tea drinks on campus and develop new customers.
Second, the theme
Turn, turn, turn, xx tea drinks to give you an unexpected surprise
Third, the time
20xx x month x day - x day
Fourth, the place.
In front of the New World Supermarket in the school
V. Objects
(1) All school students
They are all good young people with vitality and aggressiveness, with a sense of health, the pursuit of fulfillment and self-identification, who pay attention to the quality of life, know how to pursue fashion, but They pay attention to the quality of life, know how to pursue fashion, but do not blindly follow the trend.
(2) Teaching staff in schools
They have a higher economic level and can enjoy life.
Six, content
(a) draw
Participation conditions: as long as the purchase of xx tea drinks, no matter what flavor, no matter how many bottles, can participate in the draw.
Drawing rules:
1. Each person can only draw once.
2, the carousel as a lottery tool, the carousel to xx classic advertising as the background. The carousel is divided into 6 parts, respectively: black tea, green tea, honey tea, shopping coupons, health, sweet.
3, the winners of the prizes to be registered in the collection of prizes, write down the name, phone in what prizes and so on
4, shopping coupons can be exchanged to the New World
Prizes: 1, turn to the "black tea", you can get a 250ml bottle of black tea.
2. Turn to "green tea", you can get 250ml bottle of green tea.
3. Turn to "Honey Tea", you can get 250ml bottle of honey tea.
4. Go to "Shopping Coupon", you can get a shopping coupon worth 10 dollars.
5. Turn to "Healthy" and "Mellow", you can get a ballpoint pen.
(2) free tasting
Free tasting in the new world sales of tea drinks location, so that people who do not yet have the desire to buy the taste of the purchase behavior.
(C) With the collection of bottle caps for prizes
As long as the collection of six bottle caps, can be another bottle, and get a chance to draw a raffle, a lottery, and at the same time to record.
VII, site layout
(a) staff arrangements
1, please 5 staff at the point of sale (3 days of the same arrangement)
2, a person is responsible for the draw and change bottle cap link.
3. One person is responsible for prize redemption and recording information.
4. One person is responsible for free tasting.
5, two people are responsible for sales.
(B) site arrangements
1, put three tables at the point of sale, as well as some brochures.
2, in the point of sale on the theme of a banner and the introduction of the product X frame.
3. A table for free tasting.
Eight, media plan
30-31 days: in the school of several dormitories to find a person in charge, so that they go to each dormitory to send out flyers, about 500 copies of each building.
Distribute flyers near the teachers' apartments and near the employees' apartments, totaling 500 copies.
1st-3rd: 1. The staff wore the uniform of "xx Tea Drinks".
2. Distribute leaflets at the point of sale.
3, hanging banners and other publicity in the point of sale.
4. Ask the staff to shout neat and unified slogans.
Nine, the promotional activities budget
Venue costs: about 1,000 yuan Transportation costs: about 200 yuan
Personnel costs: about 1,000 yuan Flyer costs: about 1,000 yuan
Material costs: about 1,000 yuan Water and food costs: about 200 yuan
Total: 4400 yuan
X. Promotion effect prediction
China's soft drink industry has achieved rapid development in recent years, but in recent years, the soft drink market structure has undergone significant changes, the original highly respected carbonated drinks gradually "fever", and tea drinks as a representative of sugar-free drinks rapidly. However, the structure of the soft drink market has changed significantly in recent years. In the international are known as the "new generation of drinks", is considered to be in line with the modern people advocating natural, green consumption pursuit.
There are about 40 tea beverage manufacturers in China, of which 15 are large and medium-sized enterprises, with more than 100 listed brands and nearly 50 product categories. At the same time, the development of China's tea beverage consumer market is even more amazing, almost 30% annual growth rate, accounting for 20% of China's beverage consumption market share, more than the juice drinks and listed in the beverage market, "flower", to catch up with the trend of carbonated beverages. In China, Taiwan, in Japan, tea drinks have exceeded carbonated drinks to become the market's largest beverage varieties. With the emergence of tea drinks and the prosperity of the market, China's tea industry will usher in a better future. 21st century beverage market will be the century of tea, tea drinks will become the "king of beverages". And as the best tea drinks - xx sales prospects are self-evident.
We have reason to believe that through this promotion, the status of xx in the students will have a greater promotion. The campus sales activities will be able to achieve good results. The students will also like tea drinks more, will especially love xx tea drinks, but also more satisfied with xx marketing strategy.
We believe that through our meticulous arrangements, this activity will definitely set off a "xx tea drink" craze in the campus. It will also have a great impact on the establishment of the "xx" brand.