Marketing department work plan

I. Analysis of Fierce Market Competition After the completion of Jiali Building Materials City, the marketing department has been busy with pre-investment and post-marketing promotion, and has achieved substantial results, established a relatively perfect market investment procedures, and laid a solid foundation for our marketing department to explore the market. However, as this market is a new one, there are many problems, which make Kerry Building Materials City in a passive position in the market competition.

Second, brand promotion As far as the present situation of Jiali Building Materials City is concerned, it has initially gained a certain market competitive advantage. In order to expand the market share quickly and effectively and achieve long-term development, we will take the company's development strategy as the core, and systematically plan the brand promotion strategy from four aspects: market brand image, product positioning, market promotion and market network construction.

1, Brand Image In order to create the brand image of "Dali, Kerry Building Materials City", different types of packaging strategies use advertising resources.

2. Product Positioning According to the current market situation in Dali, with the upgrading of products, the introduction of new series of products and the changes in regional markets, in order to improve the competitive advantage with similar markets and expand market share, while ensuring market profits, it is suggested to gradually adjust the product wholesale system in the negotiation market and adopt the strategy of medium and low prices to enhance market competitiveness.

3. Marketing A. Actively use all the existing resources of the company. (resources of real estate clients and advertising companies) B. Publish advertisements and articles in newspapers, magazines or TV media to expand market awareness, and make advertising shirts and POP posters during the marketing process to widely publicize the market and expand the brand influence of the market. C. Timely reflect consumers' requirements, feed back market information, update market product information, and achieve quality clearance. D. Carry out promotional activities with large-scale brand merchants in this market in various forms to promote the benign operation of the market. E. Do some wall advertisements in some surrounding areas and counties. F organize different levels of theme activities regularly to increase market sales, which can take various forms.

4. Network construction and sales channels are intangible assets of enterprises. With the operation of foreign markets and the initial formation of the network, network construction will remain the key work of the company's future development. Efforts should be made to strengthen the county network construction and actively develop new market sources to make the market sales network more stable. Further develop the surrounding cities and counties' markets and expand the market scope.

Third, working ideas.

1. To clarify the work content, we must first really give the marketing department basic post functions such as strategic planning, strategy formulation, market research and market management, and plan and guide the market operation with the needs of market merchants and consumers as the center and according to different market environments.

2. Through comprehensive investigation and analysis, find out market opportunities and put forward corresponding marketing schemes;

3. Collect product and activity information in competitive market, capture market consumption demand, and put forward new product docking ideas in combination with industry development trends;

4. Guide the market to do a good job in terminal standardization construction and promote the healthy and stable development of the market;

5. Formulate and organize the implementation of the promotion plan, check and implement the marketing, expenses and policy use, and report the situation in time.

6. Collect and sort out bright cases in market practice, focusing on summarizing methods and experiences.

Three. inner management

1. Strictly implement the strategy of "everything is managed according to documents, everything is operated according to procedures, everything is spoken with data, and the work is done at once", so that the marketing department will gradually become an executive team.

2. Market discount, price and stage should be negotiated and coordinated with the merchants.

3. Further strictly follow the requirements stipulated by the company, carry out the work management of this department, and strive to improve the management level.

4. Give full play to the enthusiasm and initiative of the employees in the department, and emphasize the process control and final effect in the work. Improve their sense of responsibility and quality.

Everything starts from the overall situation of the company and emphasizes a game of chess in the market system. Actively coordinate the contact and coordination between various departments of the company system, so as to improve the overall combat effectiveness of the marketing system and achieve the best service.

6. Cooperate with the daily administrative work of the group company. Do a good job in logistics support and daily service. Create a better corporate culture atmosphere and working environment.

Fourth, the marketing expense budget;

Outdoor advertising; a； Company advertising department; Location; 30 meters in front of the East Bus Station of Dianyuan Road; The total area is 2 16 square meters, and the 50 yuan per square meter is * * * 10.08 million yuan.

b； Outdoor wall advertising; About 1-20000 yuan.

c； County passenger station advertisement; 1 1 county is about 70,000-80,000 yuan.

D: class m advertisements;

a； Dali Daily No.2; 14000 yuan * * * 28000 yuan per period

b； Asia-Pacific advertising; 15, 4,000 yuan * * * 60,000 yuan per period.

c； Postal DM; 2 issues, 5000 copies, each 2800 yuan ***5600 yuan.

The sum of advertising expenses; 194400 yuan

Five; Opening activity budget;

a； The opening ceremony will cost about 20,000-30,000 yuan.

b； The cost of activities and gifts is about 800-65438+10,000 yuan, the total expenditure is130,000 yuan, and the advertising and activities budget is about 350,000 yuan! ! !

Six; Marketing department problems;

a； Handover between the marketing department and the property management department (decided by the marketing department meeting, and the property management department is uniformly managed and deployed by the marketing department. )

b； Insufficient personnel; (We need to gradually increase 1 clerk, 2 property managers, 2 plumbers, 5 security guards and 2 cleaners)