Three marketing plans of the company

1. Promotion plan purpose: 1. By identifying the key consumption opportunities during the Spring Festival on New Year's Day, the sales volume and market share of honest products will be improved.

2. Make use of New Year's Day and Spring Festival, the most important festivals in China, to closely link sincere brands with consumers and establish sincere brand loyalty.

3. Connect with the atmosphere of family reunion during the festival to improve the affinity of genuine brands.

4. With the help of new image spokespersons and new packaging, create a new image of the integrity brand in an all-round way.

Second, the promotion plan strategy:

1. During New Year's Day and Spring Festival, we will attract housewives to buy products with sincerity and give consumers preferential treatment.

2. Deliver sincere New Year's holiday performance in all channels in different promotion forms to increase product sales.

Third, the promotion location:

1. Municipalities directly under the Central Government: Beijing, Tianjin, Shanghai and Chongqing, including 4 municipalities directly under the Central Government.

2. Provincial capital cities: Hefei, Shijiazhuang, Taiyuan, Hohhot, Shenyang, Changchun, Harbin, Nanjing, Hangzhou, Fuzhou, Nanchang, Jinan, Zhengzhou, Wuhan, Changsha, Guangzhou, Nanning, Chengdu, Guiyang, Kunming, Xi 'an and Lanzhou, a total of 22.

3. General prefecture-level cities: one sales volume: 65.

Sales department 2: 65

Three selling: 65.

* * * 195 (each business department will allocate according to market conditions).

Fourth, the promotion time:

1. Vivid display: 201165438+February 20-20165438+February 23.

2.KA store promotion: 20112.20—20112.23.

3. Promotion in Class B supermarkets: 201kloc-0+February 20-20165438+February 23.

4. Market recognition, exhibition and promotion: 20112.20-20112.4.

Verb (abbreviation of verb) promotion mode:

(1) promotion mode

1. Promotion content: Post genuine new product posters in small restaurants where posting is allowed, and at the same time, vividly display them in KA, BC and D stores.

2. Start target restaurants: 600 restaurants in municipalities *4 cities = 2,400 restaurants in provincial capitals *22 cities = 6,600 restaurants.

3. Poster posting requirements:

(1) must be posted in the small restaurant.

(2) Stick it on the wall about 1.5m above the ground.

(3) Put up 2 posters in each small restaurant.

(4) Our staff must personally put up posters in the store.

(5) Posting should be recorded. (See Registration Form for Posting Outdoor Posters)

(6) All posts are posted free of charge.

4. Shelf display requirements in shopping malls:

(1) display location: sincere products must be placed on the shelves in the roasted seeds and nuts area, in the first or second position of the shelves in the roasted seeds and nuts area.

(2) Exhibition area: sincere products must be displayed in a centralized way, with no less than 4 display surfaces for each specification, and the products should be fully displayed.

(3) Display atmosphere: The products must be clearly marked and displayed neatly and cleanly. Within three months, all packages should be oriented to consumers. Each store should have at least 5 jump cards and 5 plug-in cards.

5.BC store display requirements:

(1) display location: sincere products must be placed on the shelves in the roasted seeds and nuts area, in the first or second position of the shelves in the roasted seeds and nuts area.

(2) Exhibition area: sincere products must be displayed in a centralized way, with no less than 3 display surfaces for each specification, and the products should be fully displayed.

(3) Display atmosphere: The products must be clearly marked, displayed neatly and cleanly, and the packaging should be consumer-oriented. The product has been on the market for less than three months. Class B supermarkets should have at least 5 cards for jumping and 5 cards for inserting. No less than 2 product posters shall be posted on the outdoor wall of Class C supermarket.

6. Display requirements for D-level stores:

(1) display location: sincere products must be placed where consumers can easily see and get them.

(2) Exhibition area: sincere products must be displayed in a centralized way, with no less than 2 display surfaces for each specification, and the products should be fully displayed.

(3) Display atmosphere: the display is neat and clean, and the packaging is always oriented to consumers. No less than 2 product posters should be posted on the outdoor wall of Class D stores, and the posters should be posted with records. (See Registration Form for Posting Outdoor Posters))

(2) Promotion methods

1. Promotion content: display the avatar in the K/A store, select the specifications from the new specifications of 340g and 240g, and arrange shopping guides in key K/A stores.

2. 340g and 240g did not enter the activity store, and 383g or 300g piles were displayed, and the retail price remained unchanged. (Please indicate the preferential price)

3. Provisions on the display of piles: All piles in active cities shall strive to display special-shaped piles, and the minimum number of special-shaped piles shall not be less than 60% of the number of developed piles. All provinces make it locally according to the unified style of the company's special-shaped piles, and report it with formal invoices.

4, special provisions:

(1)340g The original store quoted 5.7 yuan/bag at the price of 6.6 yuan/bag. During the activity, the price of 5.5 yuan/bag was lowered to 5.4 yuan/bag.

(2) The original store quoted 4.9 yuan/bag; 2)240g 4.3 yuan/bag. During the activity, the price of 4 yuan/bag was lowered to 3.9 yuan/bag.

5, pile head display standard:

Exhibition location: Eslite pile head must be located in the main shopping passage with dense crowds.

B. Exhibition area: the area of the pile head shall not be less than 1.2m * 1.2m, and the products on the pile head shall be fully displayed.

C. Exhibition atmosphere: There must be a clearly marked price and a flag above the pile head, and there must be a fragrant melon seed curtain around it. Promotional products are displayed on the pile head. The products are less than three months old, and the display should be neat and clean.

(3) Promotion methods

1. Promotion content: During the event, Class B supermarkets launched the activity of bundling 45g sweet melon seeds with 240g or 340g.

2. Description: There are 240g and 340g Shang Chao in the store, and 340g must be selected for bundling.

(4) Promotion methods

Promotion content: Choose local wholesale market and a certain number of wholesalers to conduct vivid exhibition competition. Wholesalers who are qualified for exhibition will get 2 genuine melon seeds of 45g*90 within 2 days after being told that they are qualified.

Intransitive Verb Company Resource Support:

1, municipality directly under the central government:

I. 15000 product poster

B, outdoor wall not less than 2 product posters and 2000 blank posters.

C, 2 rolls of curtains

D,500 cards

E, 500 jump cards

500 flags

G. Special price for 20 stores (the company undertakes 50% of the customer cities).

H. Stacking fee for 20 stores (50% will be borne by the customer city company).

I, 10, will buy a two-month salary (50% will be paid by the customer city company).

J. Bundling fees for 8 manufacturers (if there is a customer city, the company will bear 50%).

K exhibition expenses for K.30 wholesale customers (if there is a customer city, the company will bear 50%).

2. Provincial capital cities:

1. 8000 product posters

B, 1000 blank posters

1 product curtain c

D,500 cards

E, 500 jump cards

F, 100 product logo

G. 10 store special price (the company undertakes 50% of the customer cities).

H. 10 store stacking fee (50% for the customer city company).

One or five shopping guides are paid two months' salary (if there is a customer city, the company will bear 50%).

J. Bundling fees of 5 manufacturers (if there is a customer city, the company will bear 50%).

K exhibition expenses of K.20 wholesale customers (50% in cities with customers)

3. General prefecture-level cities:

1. 5000 product posters

1 product curtain b

C the company will bear 50% of the special expenses of the five stores.

D. The company will bear 50% of the stacking cost of five stores.

E, the company will bear 50% of the exhibition expenses of 15 wholesale customers.

Seven. Program implementation:

1. Each city should refer to the city level.

2. In order to standardize and unify the promotion activities of the 2005 New Year and Spring Festival, and facilitate the company to concentrate on resource planning and allocation, the national market stopped reporting the promotion plans of all prefecture-level and above cities from June 65438+February 2004 to February 2005. (except card scraping and dealer purchase bonus)

3. All provinces and autonomous regions must submit the details of participating cities and activities before February 65438+February 65438+February 2004 according to the company's New Year's Day and Spring Festival promotion implementation standards. Companies that fail to report within the time limit will not be accepted. (For details, please refer to the 2005 New Year promotion reports of cities. )

4. Shenzhen, Dalian, Qingdao and Suzhou refer to the standards of provincial capitals.

5. Each city determines the number of local K/A, BC and D according to the company's retail format classification standard. The mobile terminal must meet the classification standard of the company's retail format, and the activities shall be carried out according to the objective quantity.

6, cities must be carried out in strict accordance with the activities, shall not be arbitrarily modified. If adjustment is needed, it must be explained to the sales department in written form, reported to the marketing department for filing, and reported to the marketing general manager for approval.

7. Holiday arrangement for shopping guides at work:

201165438+February 20-February 7, 2005: normal work.

2065438+01—February 2005 13: Closed for the Spring Festival.

2011February14—February 23, 2005: Go to work normally.

8, shopping guide working hours (cities according to the store business hours reference arrangement)

Morning: 10: 00— 12: 00.

Afternoon:13: 00-21:00.

9. Shopping guide salary:

The salary of the shopping guide adopts the method of basic salary plus commission, and the shopping guide uses the computer sales list of the store to calculate the commission every month.

Municipalities directly under the Central Government: 700 yuan+1 piece+1 yuan.

Capital: 500 yuan/month +65438+ 0 pieces per sale+1 yuan.

10, the shopping guide must fill in the working day report every day.

1 1. Branches and supermarkets are responsible for tally in stores, and there is no resident guide.

Eight, activity monitoring:

1. Managers of provinces and autonomous regions are responsible for the specific overall arrangement of activities.

2, provinces, autonomous regions, active city inspection:

(1) vivid inspection shall not be less than 5 times/month.

(2) Check the activities of supermarkets 2)KA and B at least five times a month.

(3) Market authorization activities shall not be less than 3 times/month.

3. Inspection records must be filled in according to the table.

4. Relevant leaders of the company will conduct spot checks.

5. The marketing specialist is responsible for verifying the final authenticity of the activity.

6. Members of the company's activity supervision team:

(1) Activity conductor: Cao Hengguang

(2) Activity supervision: Zhang Xianyi, Wang Xiangyun, Marketing Commissioner.

(3) The first person in charge of the activity:

Sales 1: Wu Xiaochun and Yang Fuyu

Business Department II: Shan, Wang and Fang High Schools

Three sales departments: Gu Jun and Liu.

(4) The first executor of the activity: the managers of all provinces and regions.

(5) Activity assistance: thomas lee, Xie Mengsheng and Wu Zhaolan.

Nine, the cost budget:

(a) the cost budget of a single city:

1, municipality directly under the central government:

A. Poster fee: 0.7 yuan/piece *15,000 pieces =10,500 yuan.

B, blank poster: 0.7 yuan/Zhang *2000 = 1400 yuan.

C. Curtains: 180 yuan/Volume *2 Volume =360 yuan.

D, 500 cards: 0. 16 yuan/card *500 cards =80 yuan.

E.500 cards: 0.22 yuan/card *500 cards = 1 10 yuan.

F flag: 0.52 yuan/piece * 100 piece =260 yuan.

G. Special store price: 900 pieces/month/store *2 months *90 yuan/piece *20 stores * 6.35% = 205,740 yuan.

H. Store stacking fee: 5,000 yuan/month/store *2 months *20 stores = 200,000 yuan.

1. Shopping guide salary: 1500 yuan/month/name *2 months * 10 person = 30,000 yuan.

J Shang Chao binding fee: 300 sheets/month/store *2 months *8 sheets *90 yuan/Zhang *1.67% = 50414.4 yuan.

K. Exhibition fee for wholesale customers: 63 yuan/piece *2 pieces *30 pieces = 3,780 yuan.

Total cost: 502,644.4 yuan.

2. Provincial capital cities:

A. Poster fee: 0.7 yuan/piece * 8,000 pieces = 5,600 yuan.

B, blank poster: 0.7 yuan/Zhang * 1000 =700 yuan.

C. Curtains: 180 yuan/Volume * 1 Volume = 180 yuan.

4. Card insertion: 0. 16 yuan/Zhang *500 =80 yuan.

D card skipping: 0.22 yuan/card *500 cards = 1 10 yuan.

E flag: 0.52 yuan/piece *500 pieces =260 yuan.

F. Special store price: 600 RMB/month/store *2 months *90 yuan/piece * 10 store * 6.35% = 68,580 yuan.

G. Store stacking fee: 3,000 yuan/month/store *2 months * 10 store = 60,000 yuan.

H. Shopping guide salary: 1000 yuan/month/name *2 months *5 people = 10000 yuan.

1. Shang Chao binding fee: 200 pieces/month/store *2 months *5 pieces *90 yuan/piece *1.67% = 21006 yuan.

J exhibition fee for wholesale customers: 63 yuan/piece *2 pieces *20 pieces =2520 yuan.

Total cost: 65,438+069,036 yuan (50% of which is 84,565,438+08 yuan).

3. General prefecture-level cities:

Poster of a product: 0.7 yuan/piece * 5,000 pieces = 3,500 yuan.

B. Curtains: 180 yuan/Volume * 1 Volume = 180 yuan.

C. Special store fee: 200 pieces/month/store *2 months *5 stores *90 yuan/piece *6.35%= 1 1430 yuan.

D, store stacking fee: 1500 yuan/month/store *2 months *5 stores = 15000 yuan.

E. exhibition fee for wholesale customers: 63 yuan/piece *2 pieces * 15 pieces = 1890 yuan.

Total cost: 32,000 yuan (50% of which is 1.6 million yuan).

(2) National sales volume and expense budget of the activity:

1. National sales during the event:

(1) municipality directly under the central government: 2 million yuan *2 months *4 cities =160,000 yuan.

(2) Provincial capital city: 400,000 yuan *2 months * 22 = 654.38+07.6 million yuan.

(3) General low-level cities: 200,000 yuan *2 months *195 = 78 million yuan.

Total sales: 1 1 1.6 million yuan.

2, the national cost budget:

(1) municipality: 502,644.4 yuan *4 municipalities =20 10577.6 yuan.

(2) provincial capital city: 169036 yuan * 10 direct city +845 18 yuan * 16 non-direct city =3042648 yuan.

(3) General prefecture-level cities: 16000 yuan * 19 1 city =3056000 yuan.

Total cost: 8 109225 yuan (8 109200 yuan)

3. Expense rate: 8 109200 yuan/11.6 million yuan =7.26%.

Chapter II Marketing Plan of the Company

I. Planning purpose and overview. In the early stage of starting a business, there is no systematic marketing strategy, so it is necessary to plan marketing plans according to market characteristics.

Second, analyze the current marketing environment.

(1) market situation analysis and market prospect forecast

1. Marketability, actual market and potential market conditions of products.

2. Market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.

3. Consumers' understanding, which requires planners to use their own information to analyze the development prospects of the product market.

For example, in the marketing advertising planning case of a brand mouthwash "DENNET" in Taiwan Province Province, the planner made a wonderful decision on the product market by analyzing the risk of DENNET's entry into the market. As pointed out in the product market growth analysis:

① The good performance of the similar product "Li Shidelin" shows that "Germany" has little risk of entering the market.

(2) Another similar product "Su" is widely understood in the market, which shows that "Li Shidelin" is defective.

(3) Mouthwash belongs to family members' products and has a great market.

(4) The improvement of living standards and the increase of the middle and upper classes indicate its future market growth.

(2) Analyze the uncontrollable factors that affect the product.

Such as macro-environment, political environment, residents' economic situation, such as consumer income level, consumption structure changes, consumption psychology and so on. For some products that are greatly influenced by the development of science and technology, such as computers, home appliances and other products, the influence of technological development trends should be considered in marketing planning.

Third, SWOT analysis.

Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to marketing planning. Only by finding the right market opportunity, planning is half the battle.

(A) Advantages

(2) Disadvantages

Specific problems/shortcomings in general marketing are manifested in many aspects:

The company's reputation is not high, and its poor image affects product sales.

The products are of poor quality and incomplete functions, and are left out by consumers.

The product packaging is too poor to arouse consumers' interest in buying.

Improper product price positioning.

Poor sales channels, or wrong channel selection, hinder sales.

Promotion means are useless, and consumers don't understand the products of enterprises.

Poor service quality makes consumers dissatisfied.

Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.

Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.

(3) Opportunities

(4) threats

Fourth, the marketing objectives

The marketing target is the specific target that the company will achieve on the basis of the above objectives and tasks, that is, the economic benefit target to be achieved in the implementation of the marketing planning scheme: the total sales volume is.

Verb (abbreviation of verb) marketing strategy (specific marketing plan)

(A) marketing purposes

General enterprises can pay attention to the following aspects:

Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.

Pay attention to the main consumer groups of products.

Establish a wide range of sales channels and continuously expand sales areas.

(B) product strategy

Through the analysis of the opportunities and problems in the early product market, this paper puts forward reasonable product strategy suggestions, constitutes an effective 4P combination, and achieves results.

1) product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly.

2) Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.

3) Product brand. If you want to form a well-known reputation in the minds of consumers and establish a well-known brand, you must have a strong sense of brand creation.

4) product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.

5) Products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.

(3) Price strategy

Only a few general principles are emphasized here:

The intention of widening the price difference between wholesale and retail and mobilizing wholesalers and middlemen.

Give appropriate discounts and encourage more purchases.

Based on cost, with the price of similar products as reference. Make the product price more competitive. If an enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.

(4) Sales channels

What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales intention of middlemen and agents or formulate appropriate incentive policies.

(e) promotion strategy

(personnel promotion, advertising, business promotion, public relations)

Take advertising as an example:

1. Principle:

(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.

(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, consistent advertisements should be placed when necessary.

③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.

(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and activities that the company has to commemorate welfare.

2. The implementation steps can be carried out in the following ways:

(1) product image advertising in the early planning period.

(2) After the sale, timely launch the advertisement of wanted agent.

(3) put promotional advertisements before holidays and major events.

④ Seize the opportunity to conduct public relations activities and reach out to consumers.

⑤ Make good use of news media, be good at creating and using news events, and improve the popularity of enterprise products.

(6) Specific action plan

According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.

VI. Planning cost budget

This part records the cost input in the whole marketing plan promotion process, including total cost, stage cost, project cost and so on. Its principle is to get results with less investment. The cost budgeting method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience.

Seven. Program (or program adjustment)

Marketing plans of three companies

1. Functions of the marketing department: The marketing department is directly responsible to the sales general manager and is the soul of the enterprise. Its function plays an important role in production, sales and service, and it is the core part of the sales link. As a marketing department, its important job is to assist the general manager to collect, formulate and implement. The standard to measure the work of the marketing department is whether the sales policy and promotion plan are scientific and whether they are strictly implemented.

1. The role of the marketing department: directly responsible to the general manager, assisting the general manager in market planning, and formulating and implementing the sales plan. Supervise the sales department to implement the annual work plan. Comprehensively coordinate the work functions of various departments. Is the soul of the enterprise.

2. Working standards of marketing department: accuracy, timeliness, coordination, planning and execution.

Marketing function: to make annual and quarterly sales plans and assist the sales department to implement them. Coordinate all departments, especially R&D and production departments. Organize the sales department to conduct a series of trainings. Monitor the cost of sales, increase or decrease the guidance to the personnel in the sales area, standardize the formulation and supervise the implementation of necessary promotional activities. Store image management, construction, shopping guide, supervision and training. Statistics, induction and arrangement of sales customer files. Collect sales and market information comprehensively, organize and form a plan and submit it to relevant departments.

Marketing department work plan

1 Make the sales plan for 2009: scientifically and rigorously analyze the current market situation and sales situation, foster strengths and avoid weaknesses, seek opportunities, and make the tasks and work plans of the marketing department and the sales department in 2009.

2. Implement lean troops and simplify administration, optimize the sales organization structure: carefully analyze and understand the current sales organization structure, according to the rationality of the market situation, under the premise of intensive cultivation, lean troops and simplify administration, adjust local personnel, control sales costs, tap the potential of personnel, stimulate work enthusiasm, feel work pressure, and strive to do their own marketing work well.

3. Strictly implement training to improve team combat capability: concentrate on training, and strive to make all employees fully grasp the company's sales policy, product knowledge, applied technical knowledge and marketing theory knowledge, and form a learning team, a competitive team and an innovative team.

4 Scientific market research, supervision and assistance in market sales: The core work of the marketing department is to assist and guide the sales department and all regions to continuously improve their brand power and consolidate their sales power. Therefore, the marketing department must constantly understand the market, visit the market, investigate competing products, analyze the reasons, find out the gap, report to the general manager according to the actual situation in each region, and give clear sales guidance ideas, ideas and methods to each region. All the above contents are in tabular form and must be completed by the regional manager every month.

5. Coordinate departmental functions and establish a good corporate culture: Administration and Personnel Department: The responsibility of the Administration and Personnel Department is to be directly responsible to the general manager, coordinate the work of various departments, establish a complete personnel file, formulate a scientific talent competition reward and punishment mechanism, and check the work of personnel in various departments. Under the advice of the marketing department, scientific figures, events and market conditions, we will constantly reserve talents for enterprises, tap the potential of sales staff, and devote ourselves to sales promotion and market development.

Production Department of R&D Department: The responsibilities of R&D and production department are oriented by market demand, constantly optimizing product structure and product functions, grasping product quality, strictly implementing ISO-2000 quality system, and introducing competitive products to the market through market demand. Therefore, the marketing department will provide market information, competitive information and sales information every month, so that departments can grasp the new market trends and navigation marks in a timely, objective and scientific manner, constantly adjust the shortcomings of their own products, develop and produce good products suitable for customers and market demand, and win the market and customers for enterprises.

Sales department: The sales department is the vanguard of the enterprise, a scout close to the market and a hard weapon for the development of the enterprise. Their duty is to constantly explore sales channels, seek the most suitable strategic partners for the development of enterprises, constantly push the products of enterprises to the market, and at the same time provide scientific frontier information for the market. On the premise of capturing market information and combining with the actual situation of the enterprise, the marketing department makes a strong market plan and sales strategy, which plays the most powerful role in establishing the "soul" of the enterprise.

Finance department: directly responsible to the general manager. If the marketing department is the soul and the sales department is the pioneer and bomber, then the finance department is the "gateway" and "artery" for the operation and healthy development of the enterprise. Its responsibility is to formulate scientific annual budget and settlement of the enterprise, make the enterprise profitable, and provide reasonable production cost budget, marketing budget and sales cost budget to the general manager in time. As a marketing department, it is necessary to formulate reasonable promotion plans and expenses in combination with the actual situation of enterprises, markets and customers, and submit them to the general manager or communicate with the finance department to make them practical and conducive to the development of enterprises.

Market Stay and Logistics Department: directly responsible to the sales department. Their duty is to know the order information in time and hand it over to the production step in time, deliver the products to the destination and customers safely with the fastest speed and the lowest logistics cost, and provide quality services for the sales department. As a marketing department, we should advise, guide, supervise and assist their work.

6. Grasp the market opportunities, and formulate and implement promotional activities.

7. Collect information and feedback, and revise the sales plan in time.