On the activity planning scheme of marketing

When the date of a marketing activity is determined, is everyone worried about writing an activity planning plan? How should I write it? The following is the activity planning scheme on marketing that I have compiled for you, for your reference only, and you are welcome to refer to it.

? Activity planning scheme about marketing 1

? 1. goods distribution: carpet distribution

? For many daily necessities and food stores in terminal retail stores, it is an effective marketing strategy to implement carpet distribution when new products and varieties are listed. In the stage of products entering the market, enterprises cooperate with dealers to take the initiative to deliver the goods to the terminal, and quickly improve the distribution rate of the terminal by implementing carpet distribution.

? (1) Features of liquor marketing plan by carpet distribution:

? 1. Centralized marketing plan. Concentrate manpower, material resources and financial resources to implement carpet marketing plan to distribute goods, which is magnificent and has a strong short-term influence on each region, and it is easy for end customers and consumers to remember the promoted brands.

? 2. Rapid marketing plan. Carry out carpet distribution, the distribution time is very concentrated, and develop wholesalers and retailers in the target area efficiently and quickly. It generally takes less than 3 days to complete 8% distribution in a target area market.

? 3. Intensive marketing plan. The liquor marketing planning scheme of carpet distribution is adopted, and retail stores such as grocery stores, couples' shops, small and medium-sized supermarkets, chain stores and hotels and restaurants are intensively developed in the target area market, that is, one store is next to another, and there is no vacancy in the distribution, so as to achieve dense coverage in space.

? 4. System marketing plan. During the implementation of carpet distribution, the work is systematic and meticulous, and it requires one step in place.

? (2) The key to the successful liquor marketing plan of carpet distribution:

? Carpet distribution can only succeed, not fail. If the distribution fails, it will dampen the enthusiasm of salesmen and dealers to promote products and increase the difficulty of follow-up work. To make carpet distribution successful, we must do the following:

? 1. Carefully select dealers

? In order to quickly spread products to retail terminals in a short period of time, it is necessary to have the cooperation of dealers, mainly dealers, and at the same time, the factory should cooperate with dealers to take the initiative to give full play to their network advantages.

? Dealers should have a hard-working spirit, a desire to learn and a salesman with rich sales experience.

? When selecting dealers, we should choose growth-oriented dealers with terminal management consciousness and development desire. Marketing planning can't choose "sitting" merchants who wait for customers to come to the door.

? 2. Make clear distribution objectives and plans

? Before "distributing goods", the salesman should make a spot-check survey to grasp the characteristics of the wholesale market and retail market in the target area, including the price difference between wholesale and retail products, payment methods, promotion methods of similar products, consumption trends and their * * * characteristics, and grasp the distribution of goods distribution objects.

? According to the survey results, formulate detailed distribution objectives and plans, so that salesmen can follow the rules. Specifically define the following items:

? A. In which area should the goods be distributed;

? B, how long will it take;

? C, how many points should be paved;

? D, what is the distribution rate;

? E. What standards should the promotion of terminal stores reach?

? F. What are the supply prices and preferential distribution methods for customers at all levels?

? G, estimate the number of goods distributed products;

? H, formulate specific advertising and promotion plans.

? When making the distribution target and plan, the liquor marketing plan should follow the following rules:

? ★, clear. The "distribution goal" cannot be general, but must be specific and clear.

? Such as: supermarkets-home, hotels-home, two batches-home, county-level outlets-home, public relations direct selling units-and so on.

? ★, can be achieved. Make reasonable allocation according to manpower, material resources and financial resources, so that the goal can be achieved.

? ★, Target Wizard. The reward standard is determined by the distribution target. In the first "distribution", the emphasis is on "distribution surface" rather than sales volume, and the main criterion for assessment is the number of transactions (the number of customers). In this way, the reward and punishment system for salesmen can improve their enthusiasm for work.

? ★, timetable. Determine the specific time limit for all kinds of customers to complete the "distribution".

? 3. Selection and training of goods distribution personnel

? Shoppers should have rich experience, strong drive, skilled sales promotion skills and good oral expression skills.

? Before the distribution of goods, we should conduct formal training for the distribution personnel to avoid problems and negative effects in the distribution of goods, carefully study and analyze all kinds of difficulties that may be encountered in the process of distribution of goods, and formulate corresponding countermeasures. Training can be carried out in two ways: personnel discussion and situational exercise.

? 4. Organization and division of labor of the distribution personnel

? The implementation of carpet-type goods distribution requires overall arrangement, clear division of labor and unified command. The specific items are as follows:

? Male ~ female superior ~ poor strong ~ weak

? 5. (liquor marketing theory) liquor marketing plan

? ⊙ overall arrangement of vehicles

? ⊙ source scheduling, product warehousing control management

? ⊙ Explain and introduce to customers in detail

? ⊙ Collection and IOU registration

? ⊙ point-of-sale advertising

? ⊙ strive for the best shelf position

? ⊙ trial samples

? ⊙ Give promotional items

? ⊙ oral investigation

? ⊙ Know about competing products

? ⊙ move the goods

? ⊙ Fill in the distribution record, distribution report or distribution list

? ⊙ acceptance of goods distribution

? 6. Formulate a "distribution reward" policy

? In order to arouse the enthusiasm of end customers and reduce the main force of distributing goods, it is necessary to formulate corresponding reward policies for distributing goods. The "reward policy for distributing goods" should not only be attractive, but also avoid negative effects and maintain a good price order.

? There are two aspects in the "distribution incentive policy":

? A, promotional items for end customers or giving a certain amount according to the order quantity free of charge

? Cost of products or articles;

? B. Reward and punishment measures for salesmen;

? Problems that should be paid attention to when formulating "distribution reward policy":

? ★ There must be no loopholes in the distribution reward policy

? If the distribution reward policy is not perfect, some customers may take advantage of the policy. For example, the original intention of the "send a bottle in a box" activity is to motivate retailers and improve the "distribution rate" of retail stores, but some customers may purchase in large quantities to earn the benefits of gifts, thus deviating from the original intention of enterprises and increasing the promotion cost in vain.

? In order to prevent wholesalers from "dumping" at reduced prices, gifts that cannot be cashed in cash are better when "distributing goods".

? ★ Avoid the impression of low-priced goods

? When "distributing goods" with preferential treatment to retailers, we must pay attention to accurate communication, and do not cause misunderstanding of "low price" to retail stores, otherwise it will bring obstacles to dealers' future shipment work.

? ★ coordinate the dealers

? The reward policy for distributing goods is implemented through dealers, which requires dealers to be far-sighted and not to encroach on promotional items to make them implemented.

? 7, carpet distribution should have corresponding advertising support

? Cooperate with local advertising when distributing goods, so as to arouse the interest of the terminal, reduce the resistance of distributing goods, and make the distribution work go smoothly. Advertising is mainly based on low-cost storefront banners, cross-street banners and huge ones.

? 8. Do a good job in post-service and tracking management of goods distribution

? After the goods are in place, the products enter the customer's warehouse. In order to enter the normal sales track, we must pay a timely return visit and effectively manage it. A return visit is usually within three or four days after the first visit.

? The purpose of the return visit is to make customers feel your concern and cheer them up. Look at the reaction of consumers and retailers to products, find out the existing problems and shortcomings, and find the basis for the adjustment of promotion ideas in the future.

? At the same time, strengthen tally work, which is as important as distributing goods. There are many products in each type of product in a store, so it is difficult for the owner to take care of every product, so the salesman needs to take the initiative. Every store should tally goods at least once a week, and a good store should do it every two or three days. It is necessary to put the products neatly and put them in an eye-catching position, which is as high as the end of the shelf and the line of sight, so as to increase the visibility of the products and give consumers a strong visual impact, which will increase the sales of retail outlets.

? If you ignore the goods after they are laid, the goods will be laid for nothing. On the one hand, retailers are disgusted. If they sell well, they can't find anyone to buy goods, but if they don't, they can't find anyone to return them. On the other hand, if the product goes to distribute goods next time, it will definitely be rejected by retailers, which is equivalent to giving yourself a way out.

? Second, promotion: continuous all the year round, pursuing innovation

? Through different forms of perennial promotional activities, increase product sales, improve market share, and create more profits for enterprises and businesses.

? Classification of promotion: promotion can be divided into three categories: regular promotion, special channel promotion and traditional holiday theme promotion

? A, wholesalers, retailers, supermarkets, restaurants, their owners are concerned about the economic profits, and their promotion should be considered from the interests. By investigating the market, we can understand the profits of other brands, and then formulate specific promotion policies to make the profits of this product greater than other similar products. In the form, we can give away the products related to this product that are more popular in the local market or more practical items. Because the gifts are purchased in bulk, we can negotiate with the merchants to get the lowest price, thus reducing the promotion cost. Such as beer, drinks, electrical appliances, lighters, etc.

? B, consumer promotion is to let consumers get unexpected gains and increase consumers' fun. Some interactive activities can be designed to let consumers participate in activities during consumption, enhance their memory and promote secondary consumption.

? C, waiters and salespeople, after the products enter the end, they need to be recommended to consumers by waiters or salespeople, so it is necessary to give certain benefits to waiters and salespeople and strengthen emotional construction. Methods: Giving practical or collectible small gifts, launching sales competitions and so on can be adopted.

? Special channel promotion: refers to the promotion of group purchases, meetings, banquets, etc. of organs, enterprises and institutions

? Government agencies, enterprises and institutions can be given VIP cards, free consumption and other forms to achieve the purpose of public relations and guiding consumption

? Banquet promotion can be carried out jointly with professional hotels, large and medium-sized restaurants and other institutions to establish the image of the first brand of banquet wine.

? Theme promotion of traditional festivals: according to traditional festivals, carry out promotional activities with different themes to improve product visibility and brand image

? Activity planning scheme about marketing 2

? I. plan summary

? 1. The annual sales target is 6 million yuan.

? 2. 5 dealer outlets.

? 3. The company has a certain reputation in the market of automatic control products.

? Second, the marketing situation

? Air-conditioning automatic control products belong to the supporting products of central air-conditioning and other industries, which are constrained by the upstream product consumption market, but the total demand is still considerable. With the continuous improvement of urban construction and people's living standards, and the arrival of the product upgrading period, it has driven the sustained growth of the market, thus driving the expansion of the overall market capacity. Hunan is located in the middle of China, and the demand for air-conditioning automatic control products is relatively large: 1. It is hot in summer and autumn, and cold in spring and winter. 2. In recent two years, the real estate industry in Hunan has developed rapidly, especially the construction of middle and high-grade commercial residential buildings and villas. 3. Hunan's inclusion in the development of the western region will increase the construction of various basic projects. 4. The financial city of Changsha, Zhuzhou and Xiangtan. 5. Chenzhou, Yueyang and Changde have built a large number of industrial parks and development zones. 6. The improvement of people's requirements for their own lives. To sum up, air-conditioning automatic control products, especially high-grade air-conditioning automatic control products, have great development potential in Hunan.

? Generally speaking, there are three ways to sell air-conditioning automatic control products: project bidding, real estate group purchase and private projects. The project bidding channel occupies a large share, but the two channels of real estate group purchase and private projects have developed rapidly and have shown a diversified development situation.

? From the sales channels of enterprises, most companies adopt the mode of office plus distributor. Domestic air-conditioning automatic control products enterprises have intensified their efforts to deploy the national marketing network and consolidate the traditional channels in 2xx, and strengthened public relations cooperation with design institutes and management departments. For air-conditioning automatic control products enterprises that entered the market relatively late, because the market accumulation time is relatively short and they are eager to open the market quickly, they basically adopt the channel mode of office plus distribution system. In order to respond to the market quickly, all automatic control products that enter the Hunan market are in stock in Hunan. The market capacity of air-conditioning automatic control products in Hunan is relatively large and has great potential, and the development trend is generally optimistic. Therefore, there are great market opportunities for brands that have not yet entered the Hunan market. As long as appropriate marketing strategies are adopted, they can squeeze into the Hunan market. At present, Shanghai Zhengyi has a weak foundation in Hunan air-conditioning automatic control products market, and its team is still young, and its brand influence needs to be consolidated and expanded. In the sales process, we must be very clear about our company's advantages and bring them into play to the extreme. And we should find out the weaknesses of our company and put forward them in time to overcome them and realize the greatest value. Improve the service level and quality, infiltrate the service consciousness into every link of communication with customers, and pay attention to various services such as pre-sale, mid-sale and after-sale return visits.

? Iii. marketing objectives

? 1. Air conditioning automatic control products should aim at long-term development and strive to take root in Hunan. In 2xx, we will focus on establishing a perfect sales network and model projects, with a sales target of 6 million yuan.

? 2. Squeeze into a first-class supplier of air-conditioning automatic control products. Become a fast-growing and successful brand.

? 3. Drive the sales and development of the whole air-conditioning products with air-conditioning automatic control products.

? 4. Short-term goal of marketing: make the marketing performance grow rapidly in a short time, and make its own products become well-known brands in the industry by the end of the year, replacing part of the market of the same level products in the province.

? 5. Devote to developing the distribution market, and reach 5 distribution business partners by the end of 2xx.

? 6. Regardless of mental and physical strength, we should devote ourselves to the work, so that the work can develop with high efficiency, high income and high salary.

? Iv. marketing strategy

? If air-conditioning automatic control products want to grow rapidly and gain competitive advantage, the best choice must be the overall competitive strategy of "target concentration". With the continuous rapid development of Hunan's economy and the continuous expansion of urbanization scale, the consumption potential of air-conditioning automatic control products market is great, and the target concentration strategy is very important for us