How to write a product promotion plan

# Planning # Lead planning is a specific, thorough and operational planning from the aspects of purpose, requirements, methods and progress. The following is the product promotion plan, welcome to read!

Chapter 1 of product promotion plan

1. Promotion purpose 1. Let the target consumer groups know the functions and effects of new products in the shortest time, shorten the promotion cycle of new products, enter the growth period as soon as possible and create benefits.

2. Make the target consumer groups have the desire to try it out, and gradually cultivate them into brand loyalists.

3. Improve brand awareness and reputation.

4. Increase the sales of products sold on the website.

5. Consolidate the customer relationship of distributors, seize the high match between channels and terminals, and enhance the confidence and enthusiasm of distributors.

Second, the preliminary market survey

This market survey is mainly to provide scientific basis for the listing and promotion of ×× electric vehicles. The contents, methods and locations of the survey are shown in the following table. Table on the implementation of market survey

Survey content

1. In-depth interview with management.

2. Marketing staff group discussion or questionnaire survey

3. Channel investigation: the types and characteristics of electric vehicle sales channels, and the channel policies of well-known brands.

4. Terminal research: the types and characteristics, terminal image, terminal display, terminal shopping guide and terminal promotion activities of electric vehicle sales terminals.

5. Dealer survey: the basic information of dealers, the number and sales volume of brand agents, the understanding of the local electric vehicle market, whether there are plans to distribute new brands, etc.

6. Consumer survey: knowledge of electric vehicles, familiar brands, main factors affecting purchase, etc.

Third, product strategy.

1. product positioning: the brand is positioned in the middle and high-end series.

2. Price strategy

(1) Using monopoly and joining to keep the price of direct users unified is beneficial to brand image building.

(2) Ensuring a certain high profit for dealers can attract more dealers to join and improve the speed of market expansion.

(3) The product price is between the small brand and the big brand in the target market.

Fourth, product promotion.

1. Advertisement

The company's advertisement for XX brand electric vehicles mainly emphasizes product features, practical value, brand differences and the benefits that consumers can get.

Television advertisements are mainly at the provincial and county levels; Newspaper advertisements are mainly aimed at the early stage of investment promotion activities, and at the same time, make full use of industry magazines and industry websites to promote XX brand electric vehicles produced by our company, achieving the following effects.

(1) Establish product awareness and stimulate market interest.

(2) Enhance the corporate and brand image

to promote sales

On holidays or weekends, we will carry out promotional activities in various forms to improve the popularity and sales of XX electric vehicles.

3. Event marketing

(1) Sponsor major events

(2) Provide free electric vehicles for relevant groups.

Verb (abbreviation of verb) listing arrangement of electric vehicles

1. time to market: xx

2. Listing area: centering on Beijing, Tianjin, Shanghai and Guangzhou, expanding to surrounding areas.

Sixth, the terminal strategy.

1. Build some advantageous terminals into 4S stores to further enhance the influence of XX brand.

2. Strengthen the terminal image construction and improve the terminal sales force.

3. Improve the execution of terminal shopping guide.

Seven, service strategy

1. Open a service hotline to properly handle customer complaints.

2. Design product warranty cards and establish customer files.

3. Pay a return visit to the users of XX brand electric vehicles regularly, solicit opinions and suggestions from customers, improve brand reputation and enhance customer loyalty.

4. Pay attention to pre-sale and in-sale services, and improve the customer churn rate.

Eight. Responsibilities of relevant departments

1. Investment Promotion Department: mainly responsible for the formulation of the overall investment promotion plan and the implementation of investment promotion activities.

2. Marketing Department: mainly responsible for market research, marketing planning and advertising management.

The second part of the product promotion plan

I. Marketing Environment 1 Relevant industry information provided by manufacturers and successful precedents in some areas.

Shiyan, as an automobile city, has many cars. In addition, there are not many enterprises and institutions related to the Second Automobile Company, which provides us with a better marketing environment than other regions.

Electronic products that have landed in this respect, such as gps and electronic dogs, have successfully seized the market, and consumers will not be resistant to electronic products.

Judging from our work, most consumers are interested in this product, but they are afraid of the price and take a wait-and-see attitude. This shows that if you do the right work in the next step, you will definitely tear open the dead corner of the market. (Product positioning is particularly important)

At present, our market sales have just started, just staying in the primary state of finding distributors. The ongoing promotion has not yet started.

Dealing with enterprises and institutions can drive our whole machine sales and office consumption to rise.

Second, the marketing problem.

1 The product is not well known-it is still a new product.

2 product positioning is not accurate (customers think this is just a car phone)

Now most mobile phones have this function, and the price gap of similar products is too big.

The product packaging is not novel, and the corresponding material is not attractive enough.

5 choose to be a car beauty shop for distribution, and the channels are not smooth (the dealer thinks that this is only an electronic product with a display in its store)

6. The promotion methods are limited and the channels cannot be expanded.

The sales team simply can't keep up.

Third, the marketing plan

1 Team building (cycle fee)

At the beginning, we will maintain three salespeople, strengthen the training of professional sales knowledge and divide their respective responsibilities. And collected a lot of industry information, including the internet, and printed it into a book. Establish customer intention files and related industry files. Establish a timetable for key industries.

2 product positioning (cycle cost)

Relocate the product. Find the similar products that Shiyan already has by searching relevant information on the Internet, and make differentiated positioning after comparing with each other. Such as: "driving, communication, safety, big cars, nothing less." "Driving to work is the last word; Safe communication is above all else-"Do you have good taste in driving and talking on the phone? Che Gotha tells you ""Does your car have a car? Brother che tells you ""drive a Mercedes, drive a BMW.

Business is mobile, driving is big. ""This is an era of frequent traffic accidents! The bus reminds you-is your driving safe enough? "(Now, some bosses like to use their old mobile phones. You can consider doing some work for homophonic. Of course, cars can also be positioned as fashion or other things, but I personally think it is not fashionable to install them in a car that is too different from the interior of a car. \

3 price strategy (cycle cost)

Enlarge the price difference between wholesale and retail, and mobilize the enthusiasm of wholesalers and middlemen. For example, one 2580 and three 2380.

Give quantity discounts and encourage purchases. More than three sets, each set of cash back 2 points.

Based on cost, with the price of similar products as reference. Adjust the price appropriately to make Chege Da more competitive and convincing.

4 deepening service guarantee (cycle cost)

Brand drives life, and service determines value. This is an era in which service determines everything, and we should emphasize service more. The slogan of Michelin tires is particularly attractive: behind each Michelin tire, there is a whole professional team to serve you.

5. Establish a big brand of Chege (Cycle Cost)

This paper is based on the first four articles. If the preliminary work is not done well, it will be empty and laborious in the later stage. So make another record:

An information collection and planning promotion (information is asymmetric for merchants, and we know more about the product itself than consumers and distributors. At the same time, we also lack the information of consumers' purchase and the information of dealers for direct consumers. Then we should avoid unfavorable information, use our own favorable information to gather customers and do a good job in distribution. This requires all of us or even more people to explore information breakthrough points. That is to say, an idea, a "SAO idea"):

1 Reorganize from the existing resources, select customers who have this demand and ability to pay from our computers and customers who only consume computers, take free maintenance tests at home and then look for opportunities to promote the sale of Chege Da.

Get relevant information from all the places that people can think of or need (such as car dealers, riders' clubs, insurance companies-especially life insurance, most of them are rich people who cherish their lives), golf clubs, outdoor hiking clubs, fitness clubs, vehicle management offices, traffic police teams-which car has more tickets, and then screen people who often drive to work. ..........

3. After the information is accumulated, promote marketing through SMS, telephone, email (be sure to hand-write and affix stamps), door-to-door visits, traffic safety meetings, etc.

4 Pay attention to the nonstandard information of Shiyan automobile industry. For example, when there is an auto show, when there is driving activity; Equipped with Shiyan XX industry yellow pages.

Advertising. The principle of advertising is to obey the company's overall marketing strategy, improve product visibility and establish the company image. Keep it for a certain period of time, of course, the longer the better, and the content of the period should remain unchanged-if the theme content changes frequently, it will be difficult for customers to accept it, of course, the content must be planned well. Widely cooperate with other forms of publicity, seize the opportunity to launch promotional activities irregularly. Such as major festivals or meaningful days for companies or car dealers. )

1 launched an image advertisement in the early stage and became famous in one fell swoop. You can try to report advertisements across radio stations and mobile phones, such as Asian-Chinese advertisements. Radio advertisements first warn prospective dealers and customers that Chege University has established its own brand to let more drivers know that there is such a product, which is helpful for your driving. In the mid-term, we will advertise in Asia, mainly distributing self-employed individuals, so that Che Ge Da will become another material for chatting after dinner. (appropriately exaggerate the use of online search. )

2. Call the Chamber of Commerce and develop a three-level agent. If the breakthrough is opened, immediately enter the county to promote investment. When there is a certain reaction after the broadcast advertisement is played, it is best to do it at the same time. )

Launch promotional advertisements on major festivals. We can do some tricks in the community to brainwash the driver's family members with safety awareness-let them feel that driving will definitely lead to accidents, so how can we avoid accidents?

Seize the opportunity to carry out public relations work and reach out to consumers. In wholesale, building materials and other industries with heavy intentions, send our beautiful women to introduce the bosses of enterprises and institutions one by one. Be sure to select effective information on the basis of information collection before, then make an appointment by phone and deduct time (when he is free) to visit.

5. Conduct event marketing. Make use of news media, be good at creating and grasping news, and improve visibility. If there is a traffic accident somewhere, you can find out if it is because you are driving and talking on your cell phone. (We can also ask people to pretend to be consumers, ask whether there is a car in the radio advertisements of various car beauty shops, and emphasize that we need this product. )

C the printing of publicity color pages, X-display stands or banners (refer to the printing of dealers in automobile beauty shops, who know better than us how to attract customers' attention), and distribute them purposefully. For example, large parking lots, car beauty shops, hotel rooms ... places where rich people haunt can be tried, and even theme game Internet cafes.

D Find a part-time job in a car-related industry and get a raise. This requires a reasonable and humanized arrangement and funds.

E direct sales, one-on-one publicity and sales to potential customers. This is based on the collection and screening of previous information.

F Contact the auto beauty shop to provide tables and chairs when it is sunny after rain or on weekends, and bring a laptop to play CD or flash video for publicity.

G organize product presentation meeting (for individual prospective customers and dealers of automobile beauty shops), and sponsor automobile industry units to hold thank-you member maintenance meeting-focus on promoting this product.

H Contact the car dealer to arrange the theme shop of Chege, and equip the sample car on the exhibition car to attract customers to buy cars and promote this product. From time to time, contact various auto beauty shops to sponsor promotion in relevant places (share the expenses equally) and arrange their own theme promotion positions.

1. Selection or printing of promotional materials. We bought a computer and sent it for free inspection and maintenance for half a year, which combined our mature IT industry with new products.

Fourth, the postscript

Cost budget. Any scheme can only be successfully implemented if it can operate within the limited funds of the enterprise. Therefore, we should reasonably screen all planning links, choose the most feasible and effective scheme, budget its cost and then successfully implement it. This depends on your discussion.

I believe that with our joint efforts, Pingzhi University will surely take root, sprout and bear fruit in Hongdell. Let's work together to reach a higher peak!