Competitive sales plan for special products

Model essay on professional sales competition planning book

Professional sales plan (1):

Project summary

Judging from the situation of Zhaotong specialty industry in 20XX, 20XX will be a year in which physical businesses and e-commerce compete for the share of specialty industry, which is bound to be filled with smoke. At present, there are about 10 websites mainly featuring products, among which there are many companies with strong strength or official website background. At present, the growth rate of characteristic shopping malls operated by entities is also considerable. More and more investors turn their attention to characteristic industries. Due to various factors, no one can determine its dominant position in this industry so far. The scheme aims to promote the rapid development of characteristic industries and achieve the purpose of large-scale operation by combining the advantages of entity marketing and network marketing and the chain operation of small stores.

Project background

Specialty industry is recognized only in recent years, which can be divided into entity marketing and network marketing. Entity marketing includes: store marketing, wholesale group buying, gift marketing and mall marketing. Network marketing is divided into electronic mall marketing and group buying marketing. I will elaborate their respective advantages and disadvantages from these aspects:

Store marketing: The specialty industry is an early sales model, which is operated by an independent entity. Generally speaking, products are made in a single province and a single city. The earliest products are Shanxi specialties, Xinjiang specialties and Northeast specialties. These stores are not large in scale, generally only dozens of products, and there is not much running water at ordinary times. Advantages: small investment, convenient early preparation, flexible operation and stable customers. Disadvantages: few varieties, small flow, single customer group, slow expansion, few large customer resources, and slow commodity circulation and distribution.

Wholesale group purchase: mainly concentrated near the wholesale market, the products are relatively simple, generally only a few series of products are made, and the earliest jujube and dried fruit products are mostly. Especially for dried fruits, many dealers in Beijing have started to make their own packaging or branding. Most of the dried fruit gift boxes in the holiday market are also repackaged by themselves. Disadvantages: single product and large investment. Advantages: Great price advantage, large profit margin, sufficient products and stable customers.

Gift marketing: In recent years, the specialty marketing model of gift companies is relatively successful, and the profits are relatively rich, but the requirements for customer resources are great and the threshold is relatively high. In addition, low-end products are basically unable to enter this sales channel.

Mall marketing: In recent two years, there have been many characteristic malls or green product bases. Basically, they all take government subsidies under various flags. Shopping malls, bases and investment are very large, but the actual sales situation is not ideal. Because of the large area, basically mature business districts can't get in, and the location is also somewhat biased. If publicity can't keep up, there will be fewer customers. But it is also these large-scale specialty entity sales platforms that have promoted the development of specialty industry. Personally, I think that with the passage of time, some large specialty shopping malls will occupy a very important position in the near future, and their sales will be greatly improved. Advantages: complete products, rich varieties, formal management, application for project subsidies, and strong credibility in investment promotion and sales? Disadvantages: large investment, poor geographical location, complicated operation and strategic adjustment.

Online group purchase sales: through group purchase website sales, the variety is very single, the market acceptance is difficult to determine, and the price requirements are also harsh. Basically, it is a waste of energy to make specialty products through group buying, so I won't say much here.

E-mall marketing: it can be divided into independent platforms and third-party platforms (Taobao Mall and other platforms). By the beginning of 20XX, I simply counted that Zhaotong had more than a dozen independent e-commerce platforms. There are countless specialty stores being made through third-party platforms. Regardless of the background and strength of these e-commerce. This shows that specialty products have become the new target of e-commerce investment. There are still many problems for e-commerce to enter the specialty industry. The first is the product problem. It is a huge project to find out all the specialties and list them. Everyone will regard the product name as a trade secret, so the first thing for e-commerce is to solve the product problem. Secondly, the logistics problem: among specialty products, many products are not standardized, and various problems will be encountered in transportation. Some products are not even as expensive as freight, and some products are fragile or easily deformed. Of course, there are many other problems. All in all, e-commerce has a long way to go to be a professional.

Project introduction

Project objective: to integrate the high-quality specialty resources of all provinces in China and build a large-scale specialty sales network through the joining chain of small physical stores.

Simple organizational structure:

Operational planning:

1. product information integration. The product center should have certain product resources, be able to integrate the famous and special products of most cities in the province, and build a reasonable product organization structure in a short time.

2. Find a suitable place to open a specialty sample shop and flagship store. Priority is given to supermarket shops, mainly because customer resources are relatively guaranteed, products are mainly matched with fast-moving consumer goods, and gifts and handicrafts are properly matched.

3. Formulate investment promotion and joining policies, and cooperate with online physical stores synchronously, so that franchisees can have a more intuitive and in-depth understanding of joining and product systems.

4. While recruiting franchisees, constantly improve the product system and logistics distribution system.

5. Build an online mall, based on a perfect entity management system and rich products. In this way, no matter from the product category, sales, distribution and other links, there will be no more difficult problems to solve.

6. For products with relatively large sales volume, you can negotiate the agent level with the manufacturer, or directly OEM.

Project profit model:

1.？ Earn profits through entity sales profits.

2.？ Franchise fee or information service fee for franchise stores

3.？ Sales profit of online shopping mall

4.？ Preferential policies and rebates of suppliers

Project advantages:

1. Rich products? Through the resource integration of the product center, the company will provide franchisees with characteristic resources all over the country, which is unimaginable for small and medium-sized stores in the current market environment. With such product resources, small stores also have great competitiveness.

2. Quick Adjustment Headquarters will adjust and update franchisees' products in time according to market dynamics, so that franchisees can easily obtain new product resources and enhance their competitiveness.

3. Brand value? At present, special industries are still leading enterprises. The rise of small chain specialty supermarkets will quickly occupy the position of specialty industry, make chain operation more credible and enhance product value.

4. In addition to physical sales in diversified operations, sales modes such as electronic mall and gift group purchase will also be carried out simultaneously. Diversified and three-dimensional sales methods will enable more people to quickly understand and join in.

5. Core products The so-called core products refer to products produced by regional agents or OEM. These products will make the company's dominant position more stable, and also increase the difficulty for similar enterprises to imitate and copy.

Zhaotong market analysis

At present, all the places in Zhaotong sell Zhaotong specialty, which is a necessity for the residents of this city, but it does not involve the specialty of other cities. We can consider selling the special products of the whole province, but we should give priority to Zhaotong's special products, selectively screen the special products of other cities, take the national famous special products as the first choice, and make gifts or handicrafts to meet the high-end people in Zhaotong.

Zhaotong county specialty:

1.？ Ludian: Taoyuan beef jerky, yellow pear, walnut, pepper, konjac.

2.？ Zhaoyang District: Apple.

3.？ Qiaojia: Small Bowl of Brown Sugar, Walnut and Mango

4.？ Yanjin: Kangzhuan tea, Luohan bamboo shoots, black-bone chicken (Wumeng rare bird).

5.？ Yiliang: Xiaocaoba Gastrodia elata, konjac, bamboo shoots.

6.？ Grand view: Cui Hua tea, sesame sugar.

7.？ Suijiang: Jinsha konjac slices

8.？ Yongshan: orange, sucrose, Eucommia ulmoides, pepper.

9.？ Zhenxiong: Gastrodia elata, bamboo shoots, mushrooms, oranges, peanuts, red dates and persimmons.

Personal selection and packaging:

1.？ Fruit: choose packaged products, mainly in pieces. (Apple, pear, orange, orange)

2.？ Life category: (1) mainly in bulk (walnut, peanut, pepper, jujube, sugar)

(2) Mainly dry slices (potato, konjac)

(3) Fine packaging, in the form of gifts to meet the needs of high-end people, or nostalgia. (Wuji, Gastrodia elata, Eucommia ulmoides)

Professional choice in other cities:

Wenshan Sanqi, Sanqihua, Kunming Flower Cake, and some Chinese herbal medicines and tonics such as safflower and Dendrobium can also be included in the sales category.

The above are personal opinions, please read and review them.

Local product marketing planning scheme (2);

Since the reform and opening up, people's living standards have been greatly improved. People are not only satisfied with food and clothing, but also willing to pursue healthy eating habits. Therefore, green diet and pollution-free have become people's first choice. Let me introduce our local local products and its marketing plan, so that it can go out of the local area and bring more delicious food to people. Product marketing planning relies on its own brand advantages, and under the premise of ensuring product quality, the origin, variety and water quality are particularly important, which is the magic weapon for long-term success. Constantly improve varieties, bring forth the old and bring forth the new, and develop high-end products and innovative products with fine packaging. Packaging should be high-grade, meet the psychological needs of high-end customers, occupy the high-end market, and win by surprise.

I. Analysis of product market conditions

1. Product description:

As a specialty of my hometown, day lily was planted in Wujiachang area of Quxian County more than 200 years ago, so it is called Wu cuisine. Quxian specialty. The planting area is more than 40,000 mu, and the annual output is 6.5438+0.8 thousand Jin, ranking first in the country. Quxian day lily is famous for its unique 7 stamens and 6-8 petals. It is famous for its Huang Liang color, rich fragrance, plump meat and thick stems. So it is also called "Post-China Day Lily". Day lily in Quxian county is rich in protein, crude fiber, ash, calcium, phosphorus, iron, carotene, thiamine, nicotinic acid, riboflavin, vitamins A, B, C, E, selenium, plant polysaccharide, etc. It has the functions of promoting digestion, detoxicating, lowering blood pressure, promoting lactation, diuresis, appetizing and calming the nerves. The day lily in Quxian is a delicious dish at the banquet.

2. Product market analysis:

Quxian is a vibrant county-level city, rich in water and soil resources, and natural conditions are suitable for the cultivation and development of yellow flowers. With the help of the favorable opportunity of the county government to vigorously develop the green industry and the agglomeration effect of the formation of the green industry, it has become a green business card of Quxian County. With the continuous improvement of people's living standards and the gradual enhancement of health care awareness, green products have broad development prospects and huge market potential.

At present, many farmers in Quxian grow yellow flowers as cash crops. With the brand of Huanghua, Huanghua has a tendency to go out of the province. At present, there are few companies selling daylily in Quxian County, and there is still a lot of sales space in the market.

3. Product competition analysis:

With the improvement of living standards, the enhancement of business awareness, the public's favor for green products, and the government's support and investment in green industries, Huanghua brand has just been established and is still in its infancy, and its brand awareness has just risen. Few companies have participated in the competition, and the company has just started, and there are still many shortcomings.

I believe that with the passage of time, the company will grow and develop slowly, and sell the specialties of Quxian County so that everyone can taste delicious yellow flowers.

4. Consumer groups:

It is suitable for everyone to eat, does not contain any substances harmful to health, and is a good thing for cooking and giving gifts.

5, product marketing planning-internal and external environment analysis:

First, the internal environment analysis:

★ Advantages: As a local brand, day lily has strong affinity and good reputation in the county, which reduces a lot of publicity costs and is conducive to promotion. Investors have strong brand awareness, strong sense of success, strong comprehensive quality, strong awareness of marketing and advertising, certain social resources and certain economic foundation, and have formed a part of stable customer resources.

Disadvantages: It is still in its infancy, with low market share, no own marketing network and team, lack of personnel, single channel, imperfect products, and its own Huanghua base, which makes it difficult to ensure stable product quality, rough packaging of finished products, insufficient preparation of holiday products, strong management randomness, and concept-oriented, not corporate operation. We should do a good job in our product portfolio, highlight key points, really go out and form economies of scale.

B, external environment analysis:

★ Opportunity: The natural conditions of water and soil in Quxian County are suitable for the planting and development of yellow flowers. With the favorable opportunity of Quxian government to vigorously develop green industry and the formed climate of green industry agglomeration effect, * * * will create Songyuan's green business card.

With the continuous improvement of people's living standards and the increasing awareness of health care, the market prospect of green products is broad; The concept of green, healthy and characteristic gifts returns to the pursuit and psychological needs of nature and original ecology; Gifts and comparison psychology, high-end consumption is not afraid of expensive, as long as it is particularly exquisite;

★ Threat: Due to the low threshold, the group will expand and a good price system cannot be guaranteed. Multi-brands divide the market, and the ultimate brand is the guarantee.

Second, the product marketing strategy

(A) product marketing planning: mainly based on the 4p rule for marketing.

Enterprise Market Positioning: Building the First Brand of Quxian Specialty Marketing

Product market positioning: low, medium and high-grade green product gift boxes.

Target consumers: all kinds of consumers.

Product market segmentation: high-end products, high-end products, low-end products, low-end products.

Profit point: high-grade, medium-high-grade gifts

Selling point: Highlight Huanghua brand.

★ Product: Ensuring product quality is the magic weapon for long-term success. Constantly improve the product system, bring forth the old and bring forth the new, and develop high-end products and innovative products with fine packaging. Packaging should be upgraded to meet the psychological needs of high-end customers, not afraid of being expensive, occupying high-end markets and winning by surprise.

★ Price: basically reasonable, depending on the market, competitive.

★ Channel: large supermarkets in the county.

The large supermarkets in the county are mainly Kaige Supermarket and Chongkelong Supermarket, and there are many chain stores. No matter the shopping environment, scale, popularity and popularity, Kaige Supermarket is the most famous. Complete categories, good packaging design, small packaging, vacuum packaging, factory promoters.

Community grain and oil convenience store: it is the main place for families to consume yellow flowers, which is found in all communities. Because it is delivered to your door, it saves time and effort and is very popular. There are various channels for loading goods, and the products are mainly middle and low grade, with different brands and convenient communication. Big customer: Group buying is also a very important sales situation. Some units have the habit of setting up canteens and giving benefits to employees, but the specific consumption varieties are diverse, and many of them have fixed cooperative relations, focusing on the leaders in charge of logistics in enterprises and hiring special personnel to make telephone marketing appointments. It is best to establish a long-term business relationship, especially on holidays.

As the main consumption place, hotels can also try to establish long-term cooperative relations through marketing.

Large-scale grain and oil wholesaler: It has a large network coverage and is most famous for its huge grain and oil, but mainly sells its own brand. With the help of online marketing of wholesalers, we can form quantity and win by quantity, which saves a lot of manpower and material resources. However, it is difficult to clinch a deal before the products are sold well, and the release price is low, so we need to leave enough profit space for them.

It is recommended to do your own terminal store in the early stage, and then enter the circulation after the products are recognized by the public.

Regional medium-sized supermarkets: Due to people's consumption habits and the principle of convenience, medium-sized supermarkets are also one of the consumption places. Some supermarkets have grain and oil, but there is no climate and need further development.

Direct stores: The company has direct stores in many places, where customers can buy.

★ Promotion: Focus on the brand "Huanghua" from a macro perspective, and adopt different marketing strategies according to different sales channels from a micro perspective.

1. Macroscopically, it is mainly to do a good job in holiday marketing, publicize Quxian specialty products, gather famous products and focus on Huanghua brand;

Concentrate on the Yellow Flower Festival, do integrated marketing, print picture books, handbags, publicity color pages, on-site display and sales.

Integrate resources, launch "buy yellow flower specialty to win tourism award" and so on;

Website construction and promotion: e-commerce website marketing can be established.

2. Microscopically, the marketing of grain and oil stores uses posters, work clothes and other promotional means to encourage purchases. A certain amount of purchase can change the plaque picture for the owner, and at the same time, it also promotes its own brand and expands its influence.

Holiday marketing in large supermarkets can be carried out outdoors, which can expand visibility and reputation, and can also be used as a means of promotion. In terms of group buying, we should seize the main person in charge and give certain benefits.

(2), product marketing planning-resource allocation:

1. Establish a marketing team.

Assign special personnel to be responsible for the development of key customers, search customer information, establish customer files, and conduct telemarketing, mainly for 1-2 women, which is a long-term project.

Special person is responsible for the development and maintenance of supermarkets, grain and oil stores, the second batch of merchants and foreign clothes, equipped with 3-4 people.

2. Transportation to the market, involving delivery and after-sales service, should be equipped with delivery vehicles, and make car body advertisements to form mobile advertisements.

3 personnel positioning is accurate, the division of labor is clear, the length of employment is long, each carries out its duties and is authorized accordingly. The treatment of business personnel is discussed separately.

(3), product marketing planning-advertising planning:

Advertisements can be placed on bus platforms, networks, short messages, TV stations, and promotional New Year pictures. , especially on TV and Internet, to get the brand started.

(4) Sales target: At present, we only consider starting the brand first, quickly occupying the market, expanding brand awareness, and achieving profitability within five years.

Special product competitive sales plan (3);

In order to give students a chance to practice and increase their gratitude, we specially hold this marketing competition. I believe that this local product marketing competition will enable students to have marketing concepts and awareness, and stimulate our students' innovative practical ability, initiative, business vision and market economy thinking ability; Through practical marketing, we can cultivate college students' entrepreneurial skills, help them update their employment concepts, enhance their practical ability, enrich their practical experience and provide strong support for their entrepreneurial employment. At the same time, at the arrival of the new year, let me thank our parents with practical actions and let the traditional local products convey our love.

First, the activity process:

This activity is divided into two parts: theory and practice.

(1) Registration stage (12, 15- 12, 17): the registered team leader fills in the registration form and submits it to the research building at 8: 00-9: 00 pm on 17.

(2) preliminary stage (65438+February18-65438+February 23rd): the participating teams make marketing planning ppt according to the sales products selected by each team, and deliver it to each team on the evening of 65438+February 2nd1day, and send it to the competition company mailbox 65438.

(3) Final stage (65438+Feb. 24th-65438+1Oct. 7th): This stage is a practical marketing link, which is divided into centralized display and team independent marketing. 65438+February 24th, 65438+February 29th-65438+1 October, 65438+1October 5th-65438+1October 6th are the exhibition days of the competition. The organizing committee for Thanksgiving marketing of local products applies for booth sales in front of the first and second restaurants, and the rest of the time, each team makes marketing plans according to its own situation.

(4) Awards (1 65438 on the evening of October 9th): According to the final total scores of each team, each team with the first, second and third place will be selected, and honorary certificates and bonuses will be awarded.

Second, the scoring rules:

(1) Team scoring standard: preliminary results+final results.

(2) Preliminary scoring criteria: PPT presentation results of marketing planning.

(3) Final scoring standard: average score of exhibition customers+final sales score.

(4) PPT shows the assessment rules:

Note: Supplementary rules for PPT presentation: uniform, distinctive, creative, able to reflect the theme, full of energy, dignified and decent appearance, proper etiquette, reasonable PPT structure, strong logic, complete content and consistent with written materials, exquisite design, creativity and conformity with the theme, and demonstration and explanation of relevant content; The speaker is accurate in language use, clear in expression, unique in analysis, profound in analysis, prominent in theme, tacit in teamwork and strong in teamwork, and the explanation must be completed within the specified time (7 minutes).

On-site defense:

(1) dignified and decent, full of spirit, and pay attention to etiquette.

(2) accurate language use and concise expression.

(3) The answer to the question is correct, the level is clear, the logic is strong, and the focus is prominent.

(4) Team members have a tacit understanding and a strong sense of team.

(5) The answer to each question must be completed within the specified time (3 minutes).

2. Details of scoring items:

(1) service attitude (15): enthusiastic, people-oriented, polite, standardized in language, gentle in speech, respectful of time and discipline, neat in dress, elegant in action, proper in address, caring, patient and public-spirited

(2) Booth design (30 points): Choose appropriate exhibits according to the booth size to avoid overcrowding and laxity; Be good at using resources, load spring, and have taste; Use a small number of big pictures and bold and eye-catching colors to create a strong visual effect; Commodities are properly classified and organized.

(3) Sales skills (30 points): Give full play to your creativity, make the atmosphere lively and passionate, and attract customers through speeches; Make clear what kind of customers you have; Know the advantages and disadvantages of your goods; Speak logically; Skills to deal with rejection; How to sell two points quickly, improve credibility and win the trust of customers; Persuade the guests to accept your price.

(4) Team spirit (25 points): clear division of labor, mutual cooperation, mutual respect, tacit understanding, high team enthusiasm, strong cohesion, negotiation and quantity, and seamless cooperation.

(5) Highlights (5 points): persistence, self-confidence, making good use of time, grasping opportunities, controlling emotions, improvising and putting into action (reflected in the strong feasibility of the plan).

(VI) Detailed rules for sales scoring: the point system is adopted, and the sales per 100 yuan is 1 minute.

Third, the award setting

Champion team? Certificate of Honor+Bonus 800 yuan+Second runner-up team in Package C worth 200 yuan? Certificate of Honor+Bonus 500 yuan+150 RMB B Gift Package, a third place team? Certificate of Honor+Bonus 300 yuan+Gift Package with a value of 100 yuan.

Four. Detailed rules of the activity

1. The marketing plan of the contestants shall be written according to the requirements of the competition, and shall not be infringed, copied or asked to be written by others. Once fraud is found, the results will be invalid and the competition will be disqualified.

2. The examiner will grade the players according to their communication ability, adaptability, etiquette, professional skills and overall impression.

3. Participants who have questions about scores or appraisal results should always report their inquiries to the staff. If there is something unfair during the competition, they can directly report it to their superiors.

4. All participating teams are not allowed to quit halfway, unless special circumstances and normal schedule are eliminated. Players who can't be contacted or don't participate in the competition within the notified time are regarded as automatic waiver, and the results of automatic waiver players are regarded as invalid.

5. Keep the original data of each link of the competition for future reference.

6. The participating teams need to record the information of buyers, so as to facilitate the spot check and monitoring of the competition.

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