Selected 5 model essays of marketing plan book

Marketing is an applied subject. If we want to achieve better results in this field, we must carry out targeted marketing planning. What are the excellent marketing schemes? This article is a sample of the marketing plan book I compiled for you, for reference only.

Modern people worry that big fish and big meat will lead to diseases such as high cholesterol, high blood pressure and stroke. Therefore, people urgently need natural, healthy, convenient and accessible food, and fresh canned fruit juice is one of them. At present, the concentration of most fruit juices on the market is only 10%-30%, and there are not many kinds of pure fruit juices, so it is a market worthy of intervention.

First, the beverage market competition situation

1. Market leader: Yimeibao Ji Chun Juice.

2. Market Challenger: Unified Juice

3. Market followers: Bomi Orchard

4. Market substitute: our product-fresh bar pure fruit dew.

Second, the target market of beverage marketing

Office workers who eat out: Most office workers solve their lunch outside or bring their own lunch boxes, or order lunch boxes collectively or eat out. It is inconvenient to eat fruit, so canned fruit is a healthy and convenient choice for them.

The second stage will be extended to primary and secondary school students and eventually to all health-oriented families.

Third, the beverage market segmentation.

1. Gender: female (majority) male (minority)

2. Income: the monthly income is more than b 1__ yuan.

3. Consumption habits: I like cheap and convenient items.

4. Lifestyle: Pay attention to health, beauty and beauty.

5. Region: Areas with high urbanization-Taipei, Taichung and Kaohsiung.

Fourth, commodity positioning.

1. Commodity: "Pure fruit dew" is a fruit plan, but the name denies "plan" because "dew" gives people a more precious feeling than "juice", which means concentration and careful refining.

2. Brand: freshbar ... The meaning of fresh bar is homophonic with Sanba, but it is also homophonic with samba, which can deepen the impression of consumers and has a tropical feeling, meeting the demand for freshly squeezed juice from the tropics.

3. Packaging: 150cc aluminum foil packaging, limited appetite after meals, 150cc is just right, you can drink it all at once, and the aluminum foil packaging is light in weight and convenient to carry.

Five, beverage marketing planning scheme

Pricing strategy of intransitive verbs

1. Purpose:

Strive for market share, reaching 30% within one year.

2. Other brands:

(l) Notes on Yimei Xiaobao: 125cc, aluminum foil packaging 10 NT.

(2) Unified juice: 250cc, pop-top cans 20 yuan NT.

(3) Bomi Fruit Garden: 250cc, aluminum foil bag 16 yuan NT.

3. Pricing:

In order to gain the market share of Yimei Xiaobaoji, the price is determined as NT 10, 150cc, and it is packed in aluminum foil.

Seven, access strategy

supermarket

fast food restaurant

Convenience stores and parity centers

Department store's food plaza

Foreign pastry bakery

Coffee shop

Lunch box contractor

wineshop

Restaurant, restaurant

discotheque

Stations, airports

Government barracks welfare station

School welfare association

snack bar

roadside market

Bus ticket booth

Binglangtan

Vending machine eight. promotion policy

(1) Advertising:

1. Radio stations: icrt, Zhongguang Pop Network, Youth Network and Music Network.

2. TV: Channel 3, from 6 pm to 9 pm.

3. Newspapers: China Times, Business Times, United Daily News, Economic Daily and Minsheng Daily.

4. Magazine: Wei Wei, Dai, Fashion, World, Excellence

5. Inside and outside the carriage

6, posters, dm

7. Balloon: Make it into a fruit shape.

(2) Promotion:

1. Try drinking.

2. raffle: cut corners on the box or buy a box of raffle tickets.

3. Gifts: Gifts will be given as soon as the chamfering on the container is completed.

4. TV program giveaways: storm, lust, invincible, happy fax, 50 phone calls.

5. Sponsor public welfare activities

(3) publicity reports:

All promotional activities can be written as press releases for news media to report.

As a horizontal product of Shiyan Hongdeer Science, Industry and Trade Co., Ltd., its marketing is not just the ordinary product marketing of our company. Pingzhi Chegeda is a communication product specially designed for high-end customers of enterprises and institutions. Its successful promotion can provide good economic support for our company's capital flow and enterprise growth, thus laying a solid foundation for our company's brand awareness and long-term development. Moreover, its promotion process can also drive the office consumption of our company and the sales of the whole machine to rise.

The winner raises a glass to celebrate, and the loser swears to save. Hongdeke Industry & Trade Co., Ltd. has a united young team. They are firmly United under the background of "young, energetic and fearless" enterprise, and the promotion department of Chege University, as a department at the beginning of our company's establishment, needs us to unite and inject strategy and passion into its success and growth, so as to seize the opportunity and win the marketing victory. Winning the marketing promotion of Chege University requires a reasonable, practical and step-by-step plan, which depends on the joint efforts of all of us to explore. The following is the plan book I provided:

Marketing environment

1 Relevant industry data provided by manufacturers and successful precedents in some regions.

Shiyan, as an automobile city, has many cars. In addition, there are not many enterprises and institutions related to the Second Automobile Company, which provides us with a better marketing environment than other regions.

Electronic products that have landed in this respect, such as gps and electronic dogs, have successfully seized the market, and consumers will not be resistant to electronic products.

Judging from our work, most consumers are interested in this product, but they are afraid of the price and take a wait-and-see attitude. This shows that if you do the right work in the next step, you will definitely tear open the dead corner of the market. (Product positioning is particularly important)

At present, our market sales have just started, just staying in the primary state of finding distributors. The ongoing promotion has not yet started.

Dealing with enterprises and institutions can drive our whole machine sales and office consumption to rise.

7< Regulations on the Implementation of the Road Traffic Safety Law: Article 94 Whoever drives a motor vehicle commits one of the following acts shall be fined 200 yuan: (1) Making a phone call, answering a phone call or watching TV; (2) Don't stall or slide in neutral when going down a steep slope; 3) Driving continuously for more than 4 hours without stopping or stopping for less than 20 minutes; (four) police cars, fire engines, ambulances, engineering rescue vehicles do not use alarms and sign lamps in accordance with the provisions; (five) driving or parking in the emergency lane in violation of regulations. Points may be deducted as appropriate.

Second, the marketing problem.

1 The product is not well known-it is still a new product.

2 product positioning is not accurate (customers think this is just a car phone)

Now most mobile phones have this function, and the price gap of similar products is too big.

The product packaging is not novel, and the corresponding material is not attractive enough.

5 choose to be a car beauty shop for distribution, and the channels are not smooth (the dealer thinks that this is only an electronic product with a display in its store)

6. The promotion methods are limited and the channels cannot be expanded.

The sales team simply can't keep up.

3. Sales plan

1 Team building (cycle fee)

At the beginning, we will maintain three salespeople, strengthen the training of professional sales knowledge and divide their respective responsibilities. And collected a lot of industry information, including the internet, and printed it into a book. Establish customer intention files and related industry files. Establish a timetable for key industries. (Ma Yun once said, "1 You must prove that your product has a market. You can all make money. The most important thing is that you have your own solid and reliable team ").

2 product positioning (cycle cost)

Relocate the product. Find the similar products that Shiyan already has by searching relevant information on the Internet, and make differentiated positioning after comparing with each other. Such as: "drive. Communication. Safe. This car is very big. One can't be less. " "Driving to work is the last word; Safe communication is above all else-"Do you have good taste in driving and talking on the phone? Che Gotha tells you ""Does your car have a car? Brother che tells you ""drive a Mercedes, drive a BMW. Business moves, driving big. " "This is an era of frequent traffic accidents! The bus reminds you-is your driving safe enough? "(Now, some bosses like to use their old mobile phones. You can consider doing some work for homophonic. Of course, cars can also be positioned as fashion or other things, but I personally think it is not fashionable to install them in a car that is too different from the interior of a car.

3 price strategy (cycle cost)

Enlarge the price difference between wholesale and retail, and mobilize the enthusiasm of wholesalers and middlemen. For example, one 2580 and three 2380.

Give quantity discounts and encourage purchases. More than three sets, each set of cash back 2 points.

Based on cost, with the price of similar products as reference. Adjust the price appropriately to make Chege Da more competitive and convincing.

4 deepening service guarantee (cycle cost)

Brand drives life, and service determines value. This is an era in which service determines everything, and we should emphasize service more. The slogan of Michelin tires is particularly attractive: behind each Michelin tire, there is a whole professional team to serve you.

5. Establish a big brand of Chege (Cycle Cost)

This paper is based on the first four articles. If the preliminary work is not done well, it will be empty and laborious in the later stage. So make another record:

An information collection and planning promotion (information is asymmetric for merchants, and we know more about the product itself than consumers and distributors. At the same time, we also lack the information of consumers' purchase and the information of dealers for direct consumers. Then we should avoid unfavorable information, use our own favorable information to gather customers and do a good job in distribution. This requires all of us or even more people to explore information breakthrough points. That is to say, an idea, a "SAO idea"):

1 Reorganize from the existing resources, select customers who have this demand and ability to pay from our computers and customers who only consume computers, take free maintenance tests at home and then look for opportunities to promote the sale of Chege Da.

Get relevant information from all the places that people can think of or need (such as car dealers, riders' clubs, insurance companies-especially life insurance, most of them are rich people who cherish their lives), golf clubs, outdoor hiking clubs, fitness clubs, vehicle management offices, traffic police teams-which car has more tickets, and then screen people who often drive to work. ..........

After the information is accumulated, use SMS, telephone, email (be sure to write by hand, be sure to post stamps) and go to the door to hold a traffic safety exchange meeting. Marketing promotion.

4 Pay attention to the nonstandard information of Shiyan automobile industry. For example, when there is an auto show, when there is driving activity; Equipped with Shiyan _ _ year industry yellow pages.

Advertising. The principle of advertising is to obey the company's overall marketing strategy, improve product visibility and establish the company image. Keep it for a certain period of time, of course, the longer the better, and the content of the period should remain unchanged-if the theme content changes frequently, it will be difficult for customers to accept it, of course, the content must be planned well. Widely cooperate with other forms of publicity, seize the opportunity to launch promotional activities irregularly. Such as major festivals or meaningful days for companies or car dealers. )

1 launched an image advertisement in the early stage and became famous in one fell swoop. You can try to report advertisements across radio stations and mobile phones, such as Asian-Chinese advertisements. Radio advertisements first warn prospective dealers and customers that Chege University has established its own brand to let more drivers know that there is such a product, which is helpful for your driving. In the mid-term, we will advertise in Asia, mainly distributing self-employed individuals, so that Che Ge Da will become another material for chatting after dinner. (appropriately exaggerate the use of online search. )

2. Call the Chamber of Commerce and develop a three-level agent. If the breakthrough is opened, immediately enter the county to promote investment. When there is a certain reaction after the broadcast advertisement is played, it is best to do it at the same time. )

Launch promotional advertisements on major festivals. We can do some tricks in the community to brainwash the driver's family members with safety awareness-let them feel that driving will definitely lead to accidents, so how can we avoid accidents?

Seize the opportunity to carry out public relations work and reach out to consumers. In wholesale, building materials and other industries with heavy intentions, send our beautiful women to introduce the bosses of enterprises and institutions one by one. Be sure to select effective information on the basis of information collection before, then make an appointment by phone and deduct time (when he is free) to visit.

5. Conduct event marketing. Make use of news media, be good at creating and grasping news, and improve visibility. If there is a traffic accident somewhere, you can find out if it is because you are driving and talking on your cell phone. (We can also ask people to pretend to be consumers, ask whether there is a car in the radio advertisements of various car beauty shops, and emphasize that we need this product. )

Printing of cdm publicity color pages and _ booths or banners (refer to how dealers in automobile beauty shops print, they know better than us how to attract customers' attention) and distribute them purposefully. Such as large parking lots, car beauty shops, hotel rooms ... You can try any place where rich people haunt, even if it is a theme game Internet cafe.

D Find a part-time job in a car-related industry and get a raise. This requires a reasonable and humanized arrangement and funds.

E direct sales, one-on-one publicity and sales to potential customers. This is based on the collection and screening of previous information.

F Contact the auto beauty shop to provide tables and chairs when it is sunny after rain or on weekends, and bring a laptop to play CD or flash video for publicity.

G organize product presentation meeting (for individual prospective customers and dealers of automobile beauty shops), and sponsor automobile industry units to hold thank-you member maintenance meeting-focus on promoting this product.

H Contact the car dealer to arrange the theme shop of Chege, and equip the sample car on the exhibition car to attract customers to buy cars and promote this product. From time to time, contact various auto beauty shops to sponsor promotion in relevant places (share the expenses equally) and arrange their own theme promotion positions.

1. Selection or printing of promotional materials. We bought a computer and sent it for free inspection and maintenance for half a year, which combined our mature IT industry with new products. Planning of promotional activities.

Model marketing plan 3 1. Activity theme: caring for family, you, me, him-big draw.

Second, the activity time: the introduction period of new products

Third, the purpose of the activity:

1, zero-distance contact with target customers, and rapid dissemination of product concepts and product benefits. (unchanged for two months)

2. Let the target consumers know, understand, try out and experience new products.

3. Let the target consumers know what they need, and guide and educate them.

4. Be a shopping mall hotspot, a community hotspot and an urban hotspot.

5. Attract a large number of target consumers.

Four. Activity content

1) Layout in the mall:

1, equipped with two excellent salesmen, introduces the concepts of products, companies, agents and consumption monitoring to customers, and strengthens the benefits of the company's products to customers.

2. Play the company's consumption monitoring feature film, preferably on big TV.

3, conditional shopping malls can engage in a little knowledge quiz "lucky draw, care for your family, you, me and him" activities.

Activity steps:

1) The sales staff distributed the product information of the counter to customers, and informed us actively, during which there was a prize quiz and lucky draw. After reading the information, you can get a lucky draw by answering a question correctly, with a winning rate of 100% and a grand prize-counter products (to be determined).

2) Gifts: general gifts and a grand prize (counter products). General gifts are small gifts made by the company (to be determined); The grand prize is one of the counter products, and there is a grand prize every day. You can add another one when you take it out.

3) Set a lottery box next to the counter, which contains two kinds of table tennis, of which only 1 yellow ball and 49 other white balls; A set of 40 question cards (preferably 100).

4) Rules: draw a lucky draw for answering questions correctly; There is only one chance to draw a lottery; Draw a white ball as a commemorative prize and a yellow ball as a grand prize; 100% wins the prize, and there is a big prize every day.

4. Consumer monitoring products enter the shopping mall dm.

5. Live popular advertisements.

Principle: concisely reflect the information of consumption monitoring products and lottery giving activities.

2) sp outside the mall:

1. Set up a publicity point at the main entrance of the mall. Promoters (ladies) will publicize the consumption monitoring products to every customer in the shopping mall, and point out the counter location and lucky draw activities.

2. Hang a banner at the main entrance of the mall: I wish the grand opening of the consumer monitoring counter. Or hang two vertical banners from the head: "I wish &; Timing (short for timing)

es； _ The company ranked first in the export industry in July. "I wish _ _ the grand opening of the consumer monitoring counter"

3. Hang two floating hot air balloons and two banners in the shopping mall open space.

3) Promotion in urban communities:

This community promotion plan should be operated according to local conditions.

1, community selection:

1) It is best to be close to the counter, so as to form a three-dimensional pull in the area and show each other.

2) It must be a high-end community near the counter, where the target consumer groups gather, where the promotion can be said to have a "multiplier effect".

3) If the above conditions are met, first select 1-2 communities (one in the middle and one in the high end) for the pilot. After the pilot is successful, it will be promoted and replicated, and then standardized urban community operation will be carried out. 2. Orientation of community promotion

1) The promotion in the community must reflect the overall strength and brand image of the company and local middlemen; Reflect the long-term, safety and professionalism of manufacturers and middlemen serving the target consumer groups; Reflect the promotion of humanization, family and affection; Reflect the improvement of integrity, unity and coordination.

2) At present, the promotion in the community should naturally guide the target consumers, pay attention to education, exchange information and make flexible adjustments based on surveys.

3) Let the target consumers experience and try wholeheartedly.

3. Community promotion content

1) Community activities:

A: Theme: The care of new fashion is around you.

B location: large, medium and high-end community.

C time: After the counter is open for one week, it is generally arranged to rest on Saturday and Sunday.

D publicity mode: one drag n(n is determined according to the actual situation), "one" is the main publicity point of the community, and "n" is the secondary publicity point.

E activity creativity: community, obviously it is a paradise of family integration, where you can always feel a kind of warmth, a kind of care and a kind of quietness, where you can see the "appearance", soul and connotation of home; Understand that people here are blending with nature, keeping company with rest and experiencing life! Therefore, we should "do as the Romans do" here and respect their principle of quiet life. We just have to do it gently, say it gently, show it gently, and demonstrate it gently. At the same time, our activities should be integrated with home, so that they can feel the smile, kindness and care of the promoters, find interest and rest in the activities, find the feeling of "home" in the activities, and let them know, understand, generate interest, promote demand and even produce purchase behavior in the guidance and education of nature.

F. Activities:

The community promotion shortly after the opening of the counter, that is, the community activities during the project introduction period, mainly promoted the concept of consumption monitoring and let the target consumer groups know the advantages and disadvantages of each series of products.

Use it, use it, let them know what they need, and make them feel effective, convenient and vivid. Let them see, hear and compensate, and let them feel and experience in all directions.

Activity content; Determine the propaganda points in the community; Determine the unified image of the propaganda point; Determine the propaganda content; Determine the way and level of publicity.

A) community propaganda points; Setting the main publicity area and the sub-publicity points depends on the size of the community. The main publicity area undertakes the main community activities and publicity functions. The sub-publicity area plays the role of publicity and prompt, showing professionalism and visualization. The main publicity area should be located at the intersection of roads in the community (convenient for people to gather), and the company's unified publicity tent (to be determined) should be used for publicity and dyeing; You can hang a big banner with the theme as the content; Set up 3-4 promotion platforms to display the company's consumption monitoring products, company information and activity materials; Showing the company's feature films; Conditional communities can hold prize-winning contests in the main publicity area (see activities in shopping malls), and the lottery can be held once every half hour and once every half hour; Ask two salesmen to introduce the company, the concept of consumption monitoring, product functions, points of interest, distribution materials and feature films, and inform the counter address. At the same time, we should know their economic income, family composition, hobbies, living habits, time arrangement, etc. At the same time, it is necessary to have good relations with the residential property management personnel and doormen and strengthen exchanges.

& gt& gt& gt On the next page, there are more "model marketing plans".