5 marketing promotion plans

#planning# Introduction In order to ensure that work or things go smoothly, it is often necessary to formulate a plan in advance according to the specific situation. The plan is a written plan, which is the details, steps, etc. of the specific action implementation methods. The following is a compiled marketing promotion plan, welcome to read!

1. Marketing promotion plan

1. Promotion purpose

1. Let the target consumer groups understand the functions and effects of new products in the shortest possible time, shorten the length of the new product promotion period, enter the growth stage as soon as possible, and create benefits.

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

3. Improve brand awareness and reputation.

4． Increase sales of products at on-site points of sale.

5． Consolidate the customer relationship of channel dealers, seize high distribution channels and terminals, and enhance dealers’ confidence and enthusiasm.

2. Preliminary market survey

This market survey is mainly to provide scientific basis for the launch and promotion of ×× electric vehicles. The investigation contents, investigation methods and investigation locations are as shown in the table below. Market survey implementation status table survey content:

1. In-depth interviews with management.

2. Marketer focus groups or questionnaires.

3. Channel survey: Types and characteristics of electric vehicle sales channels, channel policies of well-known brands.

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

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

6． Consumer survey: In-depth interviews, questionnaire surveys, group interviews, second-hand information and other survey methods such as understanding of electric vehicles, familiar brands, and main factors affecting purchase.

2. Marketing promotion plan

1. Promotion purpose

In order to display the company's image and increase product brand awareness and product sales, in early May, we The company's luminous character series and other products are promoted by advertising companies and companies in the industry in Yueyang City, county level and surrounding areas. It opens up a new way for the company to enter the professional production market of luminous characters. Let more advertising companies in the industry know the MOGO brand in stainless steel luminous characters.

2. Preliminary market research

1. Understanding of products

In-depth understanding of the production, characteristics, specifications, models and prices of the company's various luminous character products, In the early stage, 2-3 days of professional knowledge training will be provided to the marketing personnel. They will be assessed before entering the market promotion. Only those who meet the standards can carry out marketing promotion; know the quotation methods and methods of various products; analyze and understand the advantages and advantages of the products in depth. Weakness; only by knowing the basics can you be invincible.

2. Understanding of the market

Understand the investigation and analysis of the market location to be promoted, and analyze the current situation, characteristics and needs of the luminous character market in the region, and be targeted for publicity and promotion; how many advertising companies are there in the area? Is there a familiar advertising company that can be used as a breakthrough point in the market and as the first stop for market development? What kind of products are you promoting for this market? What is the price trend of this product in this market? After each promotion in a region, promoters must conduct a summary analysis and express it in the form of text data; the deeper the efforts, the deeper the market will be.

3. Understanding of customers

Collect and understand information about customers by region and business type (graphics, production, media planning); carry out Daily summary, making a list, and returning to the company to store the information. The company adds customer QQ to organize and standardize the information to facilitate future orders; if there are potential customers, they will also conduct occasional publicity; friendship cards, classmate cards, family cards, The old lover card can be used flexibly during the promotion period; resource integration is an intangible asset; treating people with sincerity is the foundation of service.

3. Product strategy

1. Brand positioning: Professional production of precision luminous character series.

2. Brand culture: Create an exquisite brand image.

3. Price strategy:

(1) Use exclusive sales and partners to maintain unified prices for direct users, which is conducive to the construction of brand image. For long-term partners who reach a certain annual sales volume, the company will provide additional rewards. The amount and method of the rewards are to be determined (to be determined).

(2) Ensure certain high profits for dealers, which can attract more dealers to join and increase the speed of market expansion.

(3) Product prices are stable and equal to market product prices.

4. Brand strategy:

(1) While selling products, the company also establishes and maintains product brands; registers exclusive brands, which include multiple types of products. , use brand awareness to sell luminous character products (such as China Unicom's wo brand, China Mobile's: and brand), specialize production, institutionalize the process, and manage humanized services for the brand.

(2) Establish a good word-of-mouth effect; carry out brand advertising (online: WeChat, QQ, Weibo, Taobao, website; offline: outdoor advertising, video advertising, leaflets and albums, sample gifts etc.) to enhance brand awareness among merchants and potential customers.

IV. Product promotion and work schedule

1. Promotion schedule

(1), from May 4 to May 10

5.4 The engineering department will establish the market price and submit it to the design department in form; at the same time, the design department will design and produce the picture album, which will be produced before May 13th.

5.9-5.13 Professional knowledge training for marketing personnel.

5.13-5.14 Promotion personnel knowledge assessment and company work arrangements before promotion.

(2), May 15th - May 20th

According to the region, three people are assigned to xxx to be responsible. The two will promote the one-person-reserved format and take turns to go out to carry out carpet propaganda. , carry out out-of-town promotion in turns; if there is an order during the promotion period, promptly report the order to the design department to place the production order, and the engineering department will keep production records to facilitate financial verification and accounting.

(3), May 20th - May 22nd

Unified customer information collection: promotion staff will organize their respective collected information and submit transcripts, business cards and other materials to Submit to the Human Resources Department for statistical compilation.

(4) A company meeting will be held on May 23

Promotion staff are providing feedback and information sharing on problems encountered during the promotion process, and statistics will be made in advance for areas that have not been promoted. , submit a promotion application to the marketing department to discuss whether to carry out supplementary promotion.

2. Advertising

(1) Produce picture albums and distribute them free of charge to advertising companies in the city and county-level industries.

(2) Make samples for free for key customers; make gifts with company characteristics and give them to customers (such as unique business card boxes, luminous company logo keychains, creative pen holders).

(3) Outdoor advertising, using available resources to spread the company’s brand.

(4) Carry out event marketing; such as sponsoring activities with significant impact.

(5) Survey consumers; issue questionnaires to potential consumers to promote the company's brand and luminous word knowledge; this is also an invisible promotion of the brand; consumers know how many mogo brands they have , you will accept and trust this brand when choosing. (Potential consumers: shopping mall merchants, decoration companies, media companies and office buildings of all sizes)

5. Service strategy

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

2. Design product warranty cards and build customer profiles.

3. Regularly visit users of luminous characters to ask for customer suggestions, improve brand reputation and enhance customer loyalty.

4． Pay attention to pre-sales and in-sales service work to increase customer transaction rates.

VI. Responsibilities of relevant departments

1. Marketing Department: Mainly responsible for the formulation of overall marketing plans and the execution of promotional activities.

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

3. Marketing promotion plan

1. Clarify the theme of the activity

Giving community activities an appropriate theme plays a very important role in attracting consumer interest in participation. It can also make the event famous and justifiable, downplaying the commercial purpose of communicating with consumers, and having an event theme also facilitates publicity. Having a "theme" can be used in operations such as the design of promotional materials, selection of promotion forms, and promotion of business personnel. With "god".

2. Determine event products and prices

The beer products used in community activities should be mainly medium and low-end domestic beers, and must meet the requirements of public consumption capacity. For example, in the Hangzhou market, retail The price is around 30 yuan/box (12 bottles) (including 5 yuan for the bottle deposit box), which is more appropriate.

Most of the activities are based on whole box purchases, so it is better to use small packages (such as 8 bottles/box, or 12 bottles/box).

Because most of the mid-to-low-end beers are packed in plastic boxes, community activities often promote the issue of a deposit for purchasing the whole box (a plastic box of 12 bottles/case generally costs 20 yuan/piece. It is an obstacle to promotion), so it would be better if the company has cartons of life wine to do this kind of activity.

Due to the special nature of beer products, there is a link of "recycling empty bottles" in channel logistics, so it would be better if there are can products whose packaging does not need to be recycled, but most of the domestic beer Glass bottles need to be recycled, so this should be considered in the design of subsequent activities.

3. Determine the specific activity methods

It is a good thing to have various forms of promotions, which can attract more consumers to participate, but it also tests the execution ability of the company's sales team. For most small and medium-sized enterprises, the author recommends that enterprises summarize one or two forms of promotional activities that are smaller in scale and easy to execute and copy. The key is to have a certain scale and carry out for a long time.

If you buy a box of our beer products at the event, you will get a 1.25-liter bottle of Coca-Cola. If you buy two boxes of Good Mood, you will get a set of Coca-Cola gifts (1.25-liter bottles) "Sprite + Fruity Orange" two-pack), buy more and get more, unlimited quantity.

Another example is the "luck draw". If you purchase a box of designated beer products, you will have a chance to draw a prize; take out a table tennis ball from the prize box, identify the logo on the ball and win the corresponding prize, and you will win the prize immediately. ; There are only 20 balls in the prize box (with several words marked on them, such as five words), which are set to five levels.

There are many options for these activities, the main ones are simple and easy to execute, and consumer participation must be strong. In addition, if it can be linked with other promotion forms, the effect may be better, such as wine with bottle caps as prizes. In this way, after drinking, consumers will change wines because the bottle caps win the prize, which will trap consumers and promote "return." "goods", of course the cost will be higher.

IV. Determine the time for the event

1. Generally, you can choose either the upcoming peak season or during the peak season. For most markets in China, June to September is generally a good time. season.

2. You can choose a weekend or holiday when the weather is better.

3. The peak hours for shipments will be when it is cool in the morning and evening: such as 7:30~11:00 in the morning and 15:30~18:30 in the afternoon)

For beer companies’ communities It is recommended that activities need to be held periodically and carried out for a long time, so that brand accumulation and market penetration can be achieved. The kind of "one-stop" planning effect is difficult to form in community promotion.

5. Clarify the activity scale and location

The designed activity plans can be carried out independently, and the increase in the number of activity points can realize the adjustment of the scale, that is, the same activity can be It is carried out in multiple venues at the same time. Generally, one venue can last for 2 days of activities. If it is too short, the publicity in the community may not be in place, and the purchase potential of the community is not tapped enough. If it is too long, the "marginal benefit" will be diminished.

Whether the location of the event is suitable is a key factor in the success or failure of the community event. The business staff selects the location and pre-negotiates with the store owner, and the regional supervisor checks it. According to practice, the more suitable event locations may be:

1. Non-high-end communities, because high-end communities have more property management, so it may not be possible to negotiate.

2. Mature communities have higher occupancy rates.

3. The proportion of permanent residents is large, and the rate of making fire for cooking is high.

4. You must have a certain amount of spending power, otherwise "buying by the box" will not be easy to sell.

5. Points with large flow of people (such as next to the market, at the entrance of the community, etc.).

6. There is an activity venue, which requires about ten square meters of open space.

7. There should be suitable terminals to cooperate, because terminals are needed to cooperate with follow-up services such as empty bottle recycling and prize competition, and relying on terminals for activities can weaken the dissatisfaction of other terminals around (manufacturers are here to steal business).

The business team should summarize in time during the activities, continuously improve them, and gradually fix these activity points through practical screening. The company can set up dozens of fixed activity points in the same city, so that the promotion of community activities can be carried out throughout the country. The city cycle continues.

6. Determine the publicity method of the event

Publicity plays an important role in the effectiveness of the event. Community activity promotion should give the publicity room before, during and after the event. Pay enough attention.

1. Before the event, distribute leaflets around the event site one day in advance; inform consumers who may pass by the event location about the content of tomorrow's event to attract them to come and join.

2. During the event, publicity is carried out through the on-site layout or distribution of small balloons, as well as the promotion staff’s lectures. This is also the most important part of the publicity; such as on-site layout: product stacking boxes and box-cutting displays; Gift stacking; folding promotional tables and chairs; banners with event theme slogans; roll-up banners to promote the brand; KT boards to introduce event content; large sun umbrellas (water seats); promotional clothing; balloons with corporate LOGO (prepared) pump) etc.

3. After the event, the company will promptly organize vehicles to distribute goods to convenience stores around the event areas (you can bring small sales aids of the company and notices of current terminal promotion activities, etc.).

7. Staffing and training

Community activities require more personnel input. Small-scale activities can be carried out by business personnel on weekends or holidays, while large-scale activities require Temporary promoters are hired. For example, some college students can be recruited. They will be put on the job after being fully trained on the activity content, on-site layout requirements, publicity and promotion benefits, common customer objections, key control points, responsibilities and labor discipline, etc., and will be relatively stable. cooperation.

8. Balance of Marketing Expenses

The main expenses for community activities include:

1. Expenses for the activity content of the promotional plan design, such as the lottery above The activity fee is 4.405 yuan/box.

2. At the event terminal, because the boss provides the event venue, is responsible for after-sales recycling of empty bottles or redemption of prizes, and on-site support (such as communication with the property management), etc., as expenses that the enterprise needs to provide, such as Withdraw 2.0 yuan/box (but do not enjoy the terminal promotion policy).

3. Temporary promoter salary: For example, the basic salary is 40 yuan/day, and the business deposit is 0.5 yuan/box.

4. Cost of exhibition materials (roll-up banners, sun umbrellas, etc.).

However, because the community activities are directly targeted at consumers, the selling price should be calculated based on the retail price, which has a higher price difference income than the company’s terminal. This can also replenish some activity expenses. According to our calculations, This plan can ship approximately 40 boxes per activity point per day. If the activity location is well selected, 80 boxes can be shipped per day, and the actual additional cost is very small.

In addition, there are a few points that need to be reminded for the efficient implementation of the activity:

1. It is necessary to clarify the key business of this activity:

Early preparation, Such as community activity plan formulation and approval; sales support material design, production and equipment; temporary promoter recruitment; activity personnel training; activity venue search; activity venue negotiation and determination (including property); promotional products and material distribution.

On-site activities, such as leaflet distribution; event site layout; event on-site explanation and presentation; product and gift management; distribution of small balloons; product sales and sales data recording; door-to-door delivery to customers; closing and other matters; redemption of retail store fees.

2. It is necessary to formulate a plan to promote the implementation of activities, including when, what to do, who will be responsible, and what the completion standards will be.

3. There should be full-time supervision and inspection during the activities, and they should be good at summarizing and improving.

4. After the event, the sales department should organize personnel to vigorously follow up the distribution of goods, balance the interests of other terminals around the community that are not "activity points", and rely on community activities to gradually increase the distribution rate of community terminals Take action to consolidate the results of community activities.

4. Marketing Promotion Plan

1. Introduction

In recent years, with the implementation of national agricultural support policies and the rise of the economic value of fruits, wine Category consumption is showing a diversified trend. Under this trend, green plum wine was produced. However, since green plum wine entered the market, it has always been hovering on the edge of the market.

Judging from the market performance of green plum wine in recent years, green plum wine has not yet formed a certain market scale, so its share in the alcohol market is very low. At present, there is no green plum wine brand that performs well across the country. Each brand has a certain market share in a small area.

Compared with other wine types, green plum wine is only a small wine type. As a small wine, green plum wine has relatively high nutritional value, but it cannot win the favor of consumers. For a long time, green plum wine has not been known to the general public. Agents are naturally unwilling to represent green plum wine because there is no market. Even if they do represent it, it will only be as a product supplement and incidentally. Manufacturing companies either do not have the strength to carry out vigorous publicity, or they are unwilling to pay high upfront marketing costs. To this end, in order to help this product enter the market smoothly, we will make a marketing plan for this product to help companies open up product sales.

2. Market environment analysis

(1) Enterprise situation and product analysis

1. Enterprise situation

The company always adheres to the "quality For the sake of heaven, integrity is gold, efficient and fast, pioneering and innovative" business philosophy develops together with people from all walks of life. In the future, the company will adhere to the road of brand management and strive to build the core competitiveness of the company with quality, innovation and service, achieve sustained and rapid growth in sales revenue, growing brand influence, and growing consumer reputation, so that the company's healthy brand products can be sold in thousands of homes. households, bringing health and true love to more people.

2. Product Analysis

(2) Industry Situation Analysis

This is an era full of passion and challenges. This is an era where opportunities and crises coexist. , this is also an era where there is no future without communication. Drinking has been the main means of communication for thousands of years. As the times change, revolutionary changes are taking place. Long-term drinking can cause beer belly, gout, memory loss, alcoholic liver disease, etc. According to a survey by industry experts, people’s drinking habits are changing.

5. Marketing promotion plan

1. How to effectively amplify the sensational effect in the Changshu market

Strongly shape the brand image of "Sunway Investment" and increase the " The popularity and reputation of "Sunway Investment" has led to a chain effect on the entire Suzhou market and has become the focus of the current market development.

2. Brand Promotion Objectives

Based on creating the brand image of "Sunway Investment" in the sales promotion of investment, financial management and real estate mortgage loans, so that "Sunway Investment" can pass Everyone benefits from their efforts and achieves the goal of getting twice the result with half the effort. Based on the previous company's publicity, we will extend and refine it, and mainly enhance the brand image of "Sunway Investment" by exploring the inherent market of peers and blind spots of others.

At the same time, the early stage of the hype focused on: developing real estate agencies and banks, securities companies and investment peers, and vigorously improving the brand image of "Sunway Investment". Therefore, in the future, publicity and promotion will mainly be through visiting intermediary customers and media promotion. accomplish.

3. Main line of brand promotion

Since "Sunway Investment" has not long been involved in the financial investment industry and is not well-known, its reputation needs publicity and promotion. Therefore, it is a natural choice to enhance the image of "Sunway Investments" through visiting customers and media influence.

As a financial investment company that hopes for long-term sustainable development, it must have its own appeal (Mr. Ni has already started to prepare), so a main line of brand promotion is determined so that it can carry the information that needs to be cited in the entire promotion activity. The materials, clues, and hype are not messy and clueless.