Who has a sales plan for stoves?

Planning book template

Part 1 Preface

Explanation of the purpose and objectives of the planning book

Part 2: Market research and analysis

1. Industry dynamics research and analysis

1. Industry saturation level

2. Industry development prospects

3. National policy influence

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4. Development of industry technology and related technologies

5. Social environment

6. Other factors

2. Internal research and analysis of the company

1. Financial status, financial expenditure structure

2. Enterprise production capacity, product quality, production level

3. Employee capabilities, treatment, and the company’s treatment of employees Incentives, assessments, and training (employee survey)

4. Research on corporate planning, sales, and execution capabilities (employee opinions)

5. Research on each product category: positioning, packaging, Price, market target audience, competitive advantages (employee opinions)

3. Research and analysis of potential entrants

1. Industry entry costs/barriers.

2. Industry exit costs.

3. Threats to the enterprise after entry.

4. Threats to competitors.

4. Research and analysis of existing competitors.

1. Financial status, financial expenditure structure.

2. Enterprise production capacity, product quality, and production of aquatic products.

3. Employee abilities, remuneration, and the company’s motivation, assessment, and training of employees (employee survey).

4. Research on corporate planning, sales, and execution capabilities (employee opinions).

5. Research on each product category: positioning, packaging, price, market target audience, competitive advantages (employee & customer opinions).

5. Research and analysis of substitutes.

1. Substitute technology.

2. Consumer recognition.

3. Development trend.

6. Research and analysis of complementary products.

1. Whether there are complementary goods.

2. Prices of complementary goods.

3. Requirements of complementary goods on products.

4. Development trends of complementary products and their new future requirements.

7. Research and analysis of raw material suppliers.

1. Alternative suppliers.

2. Are there substitutes for the raw materials?

3. Bargaining power of suppliers.

4. How dependent we are on it.

5. Supplier’s supply capability.

8. Research and analysis of middlemen.

1. The nature of the middleman: distributor, dealer, agent (exclusive, general agent...)

2. The degree of dependence (concern) of the middleman on our products ( relative value). The proportion of his funds occupied by our products, the proportion of profits given to him...

3. The support given by the middlemen to our products (absolute value): distribution capabilities, financial strength, manpower...

9. Consumer research and analysis.

1. Consumer background research: income, education, age, gender, family composition, race, work...

2. Consumers’ cognition and attitude towards products and competing products : Quality, value, packaging, model, brand reputation, brand image, etc. and their cognitive differences.

3. Consumer usage: purchasing motivation, purchase volume, when to use, how to use, etc.

4. Purchase a character.

5. Consumers’ evaluation of existing marketing activities. Acceptance of advertising, understanding of business promotion, etc.

Part Three: Formulation of Corporate Strategy and Product Strategy

1. Formulation of Corporate Strategy

2. Formulation of Product Strategy. (Provide principles or standards)

1. Product.

1) Product: market positioning, target audience. (Crack down on proprietary items of competing products)

2) Packaging: Display is conspicuous, convenient, consistent with product positioning, price, etc.

2. Price.

1) Is it in line with corporate strategy? (Long-term products/short-term investments)

2) Does it meet product positioning?

① Profit-based/market share-based

② Adopt different price strategies based on different product market positioning.

③ Retain a low-profit or even no-profit product, and imitate its main competitors in various market performances (such as packaging and promotional appeal points, etc.) to destroy its market and image.

3. Channels.

1) General access. Selection, management control, rebates, etc. of dealers.

2) Special pass. Due to different product features and prices, we can choose those special channels so that its target customers can easily obtain the product.

3) New terminal development team.

4) Directly operated teams. For some special circumstances, such as the loss of dealers, the direct sales team temporarily fills the gap in the market.

5) Customer database management. The customer information accumulated by the industry agent in the early stage of marketing promotion and the dealer's own development of the terminal should be submitted to the company in written form through the industry agent in a timely manner. The company's management of these data can avoid the loss of terminals caused by the loss of agents and dealers.

4. Promotion.

1) Advertising: appeal points

2) Personal selling:

a) Personnel training

b) Personnel job definition

c) Personnel assessment

d) Personnel motivation

3) Business promotion

a) To customers. ⅰ Stabilize the price of the main product; ⅱ Promote the brand

b) To retailers. Stabilize prices to ensure that prices can recover after promotions and sales can be maintained; or be the first to occupy the shelves in a short period of time

c) For middlemen. Minimize short-term vigorous promotional activities. On the one hand, it will destroy the market and affect the terminal price system. On the other hand, dealers may not implement the terminals and intercept them, becoming their "gray income."

4) Public relations. Event Marketing: Grasp the right marketing events. Marketing events that directly inform consumers should include consumer interest points, and the information informs consumers of interest points in a direct and clear way

Part 4 Specific Execution & Implementation (Recommended Plan)

1. Product design.

2. Price design.

3. Channel design.

4. Promotional design.

Part 5 Conclusion