Model essay on product marketing plan

The planning book is a written book of goal planning and a street lamp to achieve the goal. Writing a planning book is to use existing knowledge, develop imagination and achieve the goal at the fastest speed under the realistic situation of existing resources. The following is a sample of product marketing plan I have compiled for you, hoping to help you.

Product Marketing Planning Model Part I, Market Analysis;

There are seven kinds of newspapers and periodicals about English learning published by our school, including 2 1 century newspaper, English weekly newspaper, English tutoring newspaper and Crazy English. The competition is fierce. At present, I understand that the English version of Learning Newspaper is entering our school market in large quantities. It is understood that their sales model is simply to promote sales in the dormitory of the university campus, but the coverage is not wide, and it is often based on one-sided words. However, the delivery of newspapers or magazines in the later period has become the biggest problem. It often happens that newspapers or magazines are not delivered in time, or newspapers are overstocked, which does not leave a good impression on students. This is a good advantage for New Oriental English, which has just entered our school market.

Second, the sales target analysis:

Sales target: xx University of Technology, 20xx undergraduate freshmen.

Total target population: It is estimated that there will be about 5,000 freshmen.

Object requirement analysis:

(1) For college students who have just stepped into the ivory tower, they already have their own English learning goals in mind. They have passed CET-4 and CET-6, and then strive for higher goals.

(2) In our school, because there will be an English placement test about ten days after freshmen enter school, students who have been away from the exam for several months will pay more attention to this exam. However, they rarely bring their previous textbooks or materials without knowing them in advance, so this is also a favorable starting point for the promotion of New Oriental English.

(3) The reform of CET-4 and CET-6 now puts forward higher requirements for the English level of contemporary college students. The effective and basic way to improve English performance is to enlarge vocabulary. It is what many freshmen want to know to find a material that can effectively help them enlarge their vocabulary and improve their overall English ability. At the same time, passing CET-4 has become the goal for students to learn English.

Third, the marketing field and personnel:

(1) On-the-spot analysis of the promotion market: xx University of Technology has a vast territory and concentrated dormitories.

(2) Sales staff: In order to better carry out marketing and sales promotion, sales staff should be located in the dormitory area of freshmen, so as to achieve favorable publicity and sales promotion, seize more markets in the school at the first time, and provide more convenience for the issuance of newspapers in the future. At the same time, considering that it is inconvenient for boys to enter girls' dormitories, salespeople should have a certain proportion of men and women, so as to establish a favorable geographical advantage!

(3) According to the field analysis of the market, it is estimated that a total of about 40 salesmen will be distributed in the freshmen dormitory on campus for publicity and promotion, and about 5 people will be needed to distribute magazines in the later period.

Fourth, publicity and marketing:

Publicity theme: Read New Oriental English and be the master of the future!

Sales tenet: honesty and trustworthiness, service first, customer satisfaction!

Pre-preparation:

(1) Personnel recruitment: Considering the difficulty of early promotion, I will recruit students and friends who are more responsible, want to do it and want to stick to it, especially those who have had previous promotion experience. At the same time, considering the geographical distribution and gender ratio, the recruited personnel should be divided into five small teams, one of which is a girl, and the team leader with strong ability should be selected.

(2) Personnel training and experience exchange: As a sales team, we should have team spirit, and Qi Xin should make concerted efforts to do a good job in sales. The cultivation of team spirit requires team members to get along more and understand more. In order to get better promotion effect, it is essential to master certain promotion skills. Although a person's wisdom or experience is limited, the power of unity is infinite, which requires us to learn from experience extensively and communicate with each other. In addition, we should study hard theoretical knowledge and learn more marketing skills.

V. Marketing preparation:

(1) Arrive at school two days in advance, and make detailed promotion plan steps.

(2) Coordinate the members of the organization to boost morale!

Sixth, the promotion stage:

(1) Fixed-point publicity: At the entrance stage of freshmen, reception points will be set up at the main intersections of dormitories. Provide free drinking water for freshmen and their parents and make corresponding billboards for plane publicity. At the same time, if conditions permit, you can provide free newspapers in moderation.

(2) Promotion: Freshmen go to freshman dormitory for promotion.

(3) Seize the opportunity of hometown association to help freshmen understand university life and English learning, answer many puzzles of freshmen about the university, explain the importance and learning methods of English, and publicize our newspaper.

Marketing strategy: focus on grasping the psychology of the sales target.

(1) First of all, give people a cordial feeling. Self-introduction is very important. You need to bring our student ID card. As a senior or senior, you should be trustworthy in the eyes of freshmen. You can introduce them to the school as seniors or sisters, just like making friends.

(2) Take a sample with you when selling, try to be concise, and don't be too commercialized when cutting into the marketing theme, which will make the fresh graduates look disgusted.

(3) If you can successfully sell the magazine, you must issue a formal subscription invoice, preferably for the magazine. And leave the contact information of the campus supervisor. If you have any questions about newspaper delivery, you can report them to the campus supervisor. At the same time, the sales staff should take the initiative to leave their contact information. If you have any questions, you can ask our seniors or seniors. Even if you can't sell it in a dormitory, you should leave your senior or senior's contact number. On the one hand, you can give freshmen a chance to turn over, and on the other hand, you can publicize it to his or her roommate and leave a way for future subscribers.

Eight, marketing planning stage

Collect and sort out the latest subscriptions from each group's strengths every day. Hold a team leader meeting every day to solve the problems encountered in the promotion. Hold a group meeting every day to motivate the team and Qi Xin to work together!

Nine, the late magazine sent:

(1) Based on the field analysis of the market, it is also convenient and quick to publish magazines in the later period. The timely delivery of each magazine will give freshmen satisfactory service and impression, and it is also an effective way to occupy and expand the market.

(2) In order to avoid mistakes and omissions, it is necessary to make a corresponding form to summarize the student information that the magazine sender is responsible for, and make corresponding records for each magazine on the form, so that the distribution can be carried out in an orderly manner and the customer's dissatisfaction can be avoided!

X. after-sales investigation

It is beneficial to the improvement and development of the newspaper to conduct a questionnaire survey on each subscriber and put forward the advantages and disadvantages of the magazine.

Product marketing plan model text 2 1. company profile

What is the company based on? Walking with green, taking nature as the foundation? For the purpose of the enterprise, we call on people to love and protect nature.

The company mainly produces green products (including green food, green daily necessities and other green series products), which was established in June 2000. Once the product was launched, it was welcomed by the public. Now, the company has established its own brand, and its products sell well all over the country.

Second, the company objectives

1. financial target this year (200x), strive to achieve sales revenue 1 100 million yuan, and double the profit from the previous year (reaching 30 million yuan).

2. Expand the marketing target market coverage to the international market and strive to build an international brand.

Third, marketing strategy.

1, high-income families in the target market.

2. The products have the best positioning quality and various varieties, and the outer packaging adopts the international green packaging 4R strategy.

3. The price is slightly higher than that of similar traditional products.

4. Sales channels are concentrated in big shopping malls with high consumption level in big cities, and the company should establish its own sales channels? Green? Mainly.

5. The ratio of male to female in sales recruitment is 2: 1. We should set up our own training center to train sales staff and adopt the national customer management system.

6. First-class service level shall be established, and the service process shall be standardized and networked.

7. Carry out large-scale, high-density, multi-directional and networked advertising campaign in the pre-advertising. Highlight product characteristics, corporate image, and give consideration to certain medical and environmental protection knowledge.

8. Promotion Promote products on the Internet, provide price concessions on holidays, and urge sales personnel to vigorously promote sales by assessing their sales performance.

9 research and development of green resources, focusing on the development of pollution-free and economical products.

10. Marketing research investigates consumers' selection process and product improvement scheme for such products.

Fourth, network marketing strategy.

After careful planning, the company registered two international top-level domain names for the first time and established China? Walking with green? Website, a comprehensive introduction to the company's sales products, business and services, and a detailed introduction to various products. Then, it will gradually register with famous search engines such as Sohu and Yahoo, with online advertisements as the main part, supplemented by newspapers, television, radio and print advertisements, so as to expand its influence in the whole country, and increase the friendship connection of comprehensive websites all over the country in combination with online communication.

Verb (abbreviation of verb) customer service of network marketing

By implementing interactive marketing strategy, we can provide satisfactory customer service. The main tools are e-mail, e-forum, FAQ, etc.

Six, management:

A good development strategy is formulated, and then a feasible promotion plan is needed to ensure its implementation. We can follow the following steps:

1. Determine the responsible department, personnel, functions and marketing budget;

Network marketing belongs to marketing work, which is generally the responsibility of the marketing department and works under the leadership of the deputy general manager of marketing. Generally, a special department or working group should be set up, and its members are composed of network marketers and network technicians. Even if streamlining is considered at the beginning of the work, there must be someone who is in charge. The initial work of investigation, planning, coordination and organization is heavy, and it is difficult to ensure the completion of the work by taking part-time jobs.

Model product marketing plan 3 1. Planning purpose:

1. Promote ZDS brand, improve brand affinity, customer acceptance and loyalty, enhance brand image, and improve brand awareness and reputation.

2. Promote the marketing of the company's products, expand product sales, realize the sustained and healthy growth of the company's market performance, and increase the market share of products.

3. Analyze the company's market environment, diagnose the existing problems and development opportunities, define the company's annual goals, and guide the company's annual marketing activities.

4. Evaluate the effect of the company's marketing activities and the development trend of the market format, and adapt to and guide the market development.

Second, the overall market environment:

1, market conditions:

(1) has a rapid growth and great potential. With the rapid economic growth, the income of residents has increased, the policy has been gradually relaxed, the market has been gradually standardized, and the market potential has greatly increased.

② There are many brands and low concentration. There are many well-known domestic brands and local brands, and there are no strong brands in the industry.

(3) diverse needs and rational consumption. The diversity of jewelry consumption structure and demand level belongs to more rational consumption behavior.

(4) the price is chaotic, and the good and the bad are mixed. The market price transparency is poor, the brand price system is chaotic and the product quality is uneven.

⑤ Focus on products and neglect services. Pay more attention to the style and quality of products, pay attention to service, and do not make full use of service as a means of promotion.

⑥ Win the terminal and lack the distribution skills. Product sales rely more on terminal store retail, and the contact surface between sales model selection and customer level is narrow.

⑦ Direct operation and steady development. The sales channels are mainly directly operated by manufacturers, and the franchise chain has initially emerged, and the market has developed steadily and slowly.

(8) The promotion is weak and the regions are not balanced. Lack of effective promotion activities and measures, the regional market is quite different.

Pet-name ruby lack of talent, lack of perseverance. The market started late, there are few professional and technical marketing talents, and the reserve force for enterprise development is insufficient.

Attending warlord hegemony, the market should be unified. At present, China mainland and Hongkong brands gather in the mainland market, and the market needs a unified pattern of strong brands.

2. Market prospect:

① High-speed market growth: the domestic economy is developing well and savings are growing rapidly, especially for some groups who get rich first, paying attention to the quality of life and having strong demand for high-grade jewelry consumption.

(2) Great market potential: the mainland has a large population and a large market consumption base. With the steady growth of urban residents' income, the consumption structure has changed and the proportion of high-end consumption has increased, so the jewelry market will be huge in the future.

③ Government encourages consumption: The government implements a proactive fiscal policy, actively guides and encourages consumption to stimulate domestic demand, and gradually improves and relaxes the credit policy.

④ The market is becoming more and more standardized: the government protects the interests of consumers, cracks down on counterfeiting, rectifies and standardizes the market environment and order, and gradually eliminates local protectionism, which is conducive to the cross-regional chain development of jewelry industry.

⑤ Complex consumption structure: The demands of different ages and income levels are obviously different, and high, medium and low-grade products have corresponding consumer groups.

⑥ Decorative preservation and storage: With the increase of income and diversification of investment, the demand for jewelry not only decorates its function, but also becomes a good choice for investment preservation.

⑦ Brand hegemony between China and Hong Kong: With the government's zero tariff policy on jewelry, Hong Kong enterprises will invest in the mainland on a larger scale and put more brand products on the mainland market.

(8) gradual concentration of brands: well-known brands have good advantages in products, services, brands, funds, talents, management and operation, which will inevitably gradually integrate the jewelry market in large and medium-sized cities in China and realize large-scale chain operation. The market scope of small brands will be smaller.

3. Future market influencing factors:

① Changes in the domestic macro-political and economic environment: the mainland's political situation is stable, economic construction is the mainstay, government functions are transformed, work efficiency is improved, and the environment is improved.

② Residents' income level and future expectation: the income of urban residents in large and medium-sized cities has increased steadily and rapidly, and the level of consumer demand has improved.

(3) Changes in residents' consumption structure: Consumer demand has entered the stage of comfort and enjoyment, and the proportion of high-end consumption in the consumption structure has increased.

④ Residents' psychological demand for consumption: they have confidence in the expected income index, and their personal consumption, advanced consumption and fashion consumption are similar to those of developed countries abroad.

⑤ Changes in the international situation: The international situation is still dominated by peace. The exchange rates of major currencies, such as the US dollar and the euro, are unstable, and jewelry and diamonds play a significant role in maintaining value, and the domestic market is not greatly affected by the international community.

Third, the company market diagnosis:

1, question:

① product positioning: there are many samples of low-grade products, and the product positioning should focus on middle and high-grade products, so as to reduce the number of samples of low-grade products.

2 price strategy: refer to pricing. 70% of similar products with the same grade are priced 5-20% higher than brands with the same grade. Reflect the brand image.

③ Quality control: the enterprise's quality system is not perfect, there are omissions in internal and external quality control, and quality accidents are not handled thoroughly and quickly.

④ Service quality: there is no perfect service system that can promote sales, and the service content is few, and the service level needs to be improved.

⑤ Brand communication: there is no systematic brand building system, no attention is paid to brand promotion, and the construction of popularity and reputation is not strong enough.

⑥ Channel management: Mainly direct chain stores, with great pressure on self-owned funds, limited scale expansion, high operating risks and high costs.

⑦ Promotion: There are few forms and modes of promotion activities, less centralized operation, low efficiency and insufficient resource integration.

⑧ Store management: the structure and quantity of store samples are unreasonable, the counter layout and site effect are not eye-catching and prominent, and the brand promotion is not prominent.

Pet-name ruby personnel management: the terminal personnel are in an incorrect working state, unable to understand the site specifications, and lack direct selling skills.

⑩ Public * * * relations: improper handling of local public * * * relations, improper handling of events that have adverse effects on the company and damage the company's reputation.

2. Market opportunities:

Well-known brand: a well-known brand in Hong Kong, which has a certain reputation in the industry, is a professional manufacturer and seller of jewelry and diamonds.

② Sound network: early layout, reasonable distribution, wide coverage and good operation.

③ Rich products: independently designed, produced or purchased, with novel and unique product styles, reasonable product structure and rich production lines.

④ Professional team: After years of operation, an effective management mechanism and team have been formed.

⑤ Capital advantage: Hong Kong has a strong corporate background, capital operation and strength.

⑥ Huge market: The domestic economy is developing steadily, with a large population, some people get rich first, and the market capacity and growth rate are relatively large.

Four. Market objectives:

1. sales performance: the annual sales revenue of 20xx is not less than 1 billion yuan, which is more than% higher than that of 20xx. At least10,000 products were sold in 20xx, an increase of more than% compared with 20xx.

2. Sales network: In 20xx, new direct stores were established in China, reaching 100, and franchise chain stores were established in Jiangsu, Hunan and other provinces. The sales network covers 25 provinces in China, and the total number of stores reaches 100.

3. Average sales of a single store: the average sales of a single store in 20xx is not less than 10000 yuan, which is more than% higher than that in 20xx.

4. Diamond Club: Develop ZDS Diamond Club with10,000 members, and increase brand awareness by%.

5. New product promotion: achieve the marketing and sales targets of three series of new products every quarter. New products accounted for more than 50% of the total sales in this quarter.

Five, marketing planning implementation strategy:

(1) marketing purpose:

Marketing screenwriter, product role, channel setting, advertising, promotion of soundtrack, service follow-up, moderate price, customer recognition, and market completion.

(2) product strategy:

① product positioning:

Based on high-end products, production, proofing and sales. Judging from the price system, it shows that ZDS focuses on middle and high-end consumers and highlights the noble quality of ZDS, a well-known brand made in Hong Kong. At the same time, the product price system is perfect and the affinity is high, which will not make customers feel distant.

② Brand positioning:

Specific positioning: International brand of jewelry and diamonds, built for mainstream people and catering to high-end consumption.

B brand connotation: noble, classic, professional and fashionable.

C brand affinity: an international brand, came to China.

D brand identification: complete CIS system, continuous advertising, easy to identify and remember.

E brand reputation: high-quality products, perfect service system, assured first choice.

F brand public image: participating in public welfare activities, caring actions, donating money for education, etc. To repay the society and establish a public image.

③ Price positioning:

Reference price:

Referring to similar products and well-known brands, the price is 5-20% higher than that of competitors, and the promotion reflects the brand advantage and realizes differentiated premium income.

Price control:

Clear the price system, the national unified price, stores have no right to price fluctuations, and it is strictly forbidden for stores to discount privately. Unless there is a national unified promotion and new products listed, it is forbidden to sell at a discount, so as not to dampen customers' trust in the brand.

C. Discounted sales: Give a reasonable discount to wholesale business or bulk purchase, but maintain a unified retail price. There is a special channel operation and incentive system in batches to limit the price fluctuation of retail stores.

I recommend it carefully.