Planning is the idea, the idea, and the expansion of product sales. To increase the sales of products, we must formulate a good plan. Below is a model of product sales plan, welcome to see. Models of product sales plan 1 . Planning purpose:
1. Promote ZDS brand, increase brand affinity and customer receiving, loyalty, increase brand image, increase brand awareness And reputation.
2. Promote the marketing of the company's products, expand product sales, achieve sustainable and healthy growth of the company's market performance, and increase the market share of the product.
3. Analyze the company's market environment, diagnose problems and development opportunities, clarify the company's annual goals, and guide the company's annual marketing activities.
4. Evaluate the effectiveness of marketing activities implemented by the company and the development trend of market formats to adapt and guide market development.
. The overall market environment:
1. Market status quo:
① high -speed growth, huge potential. Economic growth, increased residents' income, gradually relaxing policies, gradually standardized markets, and market potential greatly growing.
② many brands, low concentration. There are many well -known domestic brands and local brands, and there are no strong brands in the industry.
③ demand for diverse demand, rational consumption. Jewelry jewelry consumption structure and demand level diversity, which is a relatively rational consumer behavior.
④ The price is chaotic, and good and bad. The market price is poor, the brand price system is chaotic, and the quality of the product is uneven.
⑤ focus on the product and ignore the service. For more attention to the style quality of the product, it pays attention to service and as promotions.
⑥ The end of the victory, distribution lack of skills. Product sales rely on terminal store retail, and the sales method chooses the narrow contact of the contact surface and the customer level.
⑦ Direct operating is mainly based on it, and develop steadily. The sales channels are dominated by manufacturers' direct operation, and they have initially rises to join the chain.
⑧ promotional weakness, uneven region. The lack of effective and effective promotional activities and promotion measures, the regional market differences are different.后The lack of talents and insufficient stamina. The market starts late, there are few professional technical marketing talents, and the development of corporate development is insufficient.
At present, the Chinese and Hong Kong brands gather in the mainland market and siege the city. The market needs a strong brand to unify the pattern.
2. Market prospects:
① market high -speed growth: domestic economic development is good, savings growth is rapid, especially some groups that are rich first, pay attention to the quality of life, right High -end jewelry consumption demand is strong.
② market potential is huge: the mainland population is large and the market consumption base is large. With the steady growth of urban residents' income, the consumption structure changes, the proportion of high -end consumption will increase, and the market size will be huge in the future.
③ Government encourages consumption: The government implements positive fiscal policies, in order to drive domestic demand, actively guide and encourage consumption, and gradually improve the credit policy.
④ market is becoming increasingly standardized: the government protects the interests of consumers, combat counterfeit and inferior, rectify and standardize the market environment and order, and gradually eliminate local protectionism, which is conducive to cross -regional chain development in the jewelry industry.
⑤ Consumption structure is complicated: the demand for different ages and income levels is significantly differentiated, and the product has corresponding consumer groups at high, middle and low -grade.
⑥ Decoration and preservation: Increased income, diversified investment, and the demand for jewelry, while decorative functions, also become a good choice for investment preservation.
⑦ China -Hong Kong brand hegemony: As the government implements zero tariff policy for jewelry, Hong Kong companies will invest in the mainland larger in the mainland and put more brand products in the mainland market.
⑧ brand gradually concentrated: well -known brands have the advantages of good products, services, brands, funds, talents, management and operations Essence The small brand market will be smaller.
3. Factors of future market influence:
① Domestic macro political and economic environment changes: mainland political situations are stable, economic construction is mainly, government functions conversion, improvement efficiency, improvement of environmental improvement Essence
② residents' income level and future expectations: The income of residents in large and medium -sized urban cities has steadily and rapidly increased, and the level of consumer demand is improved.
③ changes in the consumer structure of residents: consumer demand enters a comfortable and enjoyable stage, and the proportion of high -end consumption in the consumption structure increases. ④ Resident consumption psychology: confidence in the expected income index, personalized consumption, advanced consumption and fashion consumption are converging with developed countries abroad.
⑤ International situation changes: The international situation is still based on peace, the exchange rate of major currency in the US dollar euro is unstable, jewelry diamonds and other value preservation effects are significant, and the domestic market is not significant internationally.
. The company's market diagnosis:
1. Existing problems:
Middle and high -end products are mainly to reduce the number of low -end products.
② price strategy: refer to the pricing. 70%of the products of the same type of products should be priced higher than 5-20%of the same grade brand. Reflecting the brand image.
③ Quality control: The quality system of the enterprise is incomplete, the quality control of internal and external quality is omissions, and the quality of quality accidents is not thorough and rapid.
④ service quality: no improvement and sales service system with sales, less service content, and service levels need to be improved.
⑤ brand communication: no system brand shaping system, not paying attention to the brand's improvement, and insufficient reputation and reputation.
⑥ Channel operation: Mainly direct -operated chains, high pressure on its own funds, restricted scale expansion, large operating risks, and high cost.
⑦ Promotional promotion: There are few forms of promotional activities, less concentrated operations and low efficiency, and insufficient resource integration.
⑧ Store management: The structure and quantity of the store's samples are unreasonable.
The personnel management: end personnel's work status is not correct, unable to understand on -site specifications, and lack of direct sales skills.
⑩ Public relations: Increased handling of local public relations, incidents that cause adverse effects on the company, and harm the company's reputation.
2. Market opportunities:
① Well -known brand: Well -known Hong Kong brand, a certain reputation in the industry, professional jewelry and diamond production and seller
② The network is sound: the layout is early, the distribution is reasonable, the coverage area is wide, and the operation is good.
③ Product rich: independent design, production or procurement, novel and unique product style, reasonable product structure, rich in production lines.
④ Professional team: For many years, it has formed a certain effective business management mechanism and business team.
⑤ Capital advantages: Hong Kong corporate background, capital operation and power are relatively strong. ⑥ The market is huge: the domestic economy has continued to develop steadily, with a large population, and some of them are rich first, and the market capacity and increase are large.
. market goals:
1. Sales performance: 20xx annual sales revenue of not less than 100 million yuan, an increase of%over 20xx. The 20XX annual sales products are not less than 10,000 pieces, an increase of%over 20xx.
2. Sales network: 20XX in the domestic new home store in China, reaching home, and at the same time established home franchise chain stores in Jiangsu, Hunan and other provinces. The sales network covers 25 provinces across the country, and the total number of stores has reached home.
3. Average sales of single stores: The average sales of 20xx single stores are not less than 10,000 yuan, an increase of%or more from 20xx.
4. Diamond Club: Develop ZDS Diamond Club members, and the brand awareness increases percentage points.
5. New product promotion: Complete the listing promotion and sales goals of the three series of new products per quarter. New products accounted for more than 50%of the total sales of the quarter.
5. Marketing planning and implementation strategy:
(1) Marketing purpose:
marketing screenwriter, product burden, channels set up, advertising Building potential, promotional soundtracks, service follow -up, moderate price, customer recognition, and the market finally.
(2) Product strategy:
① Product positioning:
based on mid -to -high -end products for production, sample and sales. From the price system, ZDS focuses on mid -to -high -end consumers, highlighting the noble quality of ZDS, and is a well -known brand in Hong Kong. At the same time, the product price system is perfect, and it is highly affinity, and it will not make customers feel a sense of distance.
② brand positioning:
A specific positioning: jewelry diamond international brand, created for mainstream society, catering to mid -to -high -end consumption.
B brand connotation: noble, classic, professional, fashionable.
C brand affinity: international brand, come to China.
D brand cognitiveness: complete CIS system, continuing to advertise, easy to identify memory.
E brand reputation: high -quality products, perfect service system, rest assured that the first choice.
F brand public image: Participate in public welfare activities, love actions, donate funds to school, return to the society, and establish a public image.
③ Price positioning:
A Reference Price:
The reference to similar products and well-known brands, the price is 5-20%higher than the opponent. Brand advantages to achieve differentiated premium benefits.
B price control:
The price system, uniformly determine the price of the country, the store has no right to float, it is strictly forbidden to privately discount stores, unless the national unified promotion and new product launch of new products are prohibited. Forbidden discount sales, so as not to hurt customers' trust in the brand.
C discount sales: reasonable discounts for wholesale business or batch purchase, but the unified retail price must be maintained. There are special channel operations and incentives in batches, restricting retail stores floating on prices. Manphan text of product sales plan 2 XX product marketing planning book main idea:
. Increase market share
2. Expand product awareness r r r r r r
3. Establish a good image operation idea of scale, high -quality, professional, and service:
. Determine sales goals 1. Market analysis: Overall capacity of the industry and regional market with target customers concentrated Customer procurement method of competitive products The disadvantage of the advantages of the enemy and ourselves 2. Self -analysis: Product advantages? The main product and the industry scale, brand, professional, and service advantages they respond to refine our opportunity? Opportunity to the market, refine their own advantages, and determine the sales goals. The annual target, the quarter goals, the proportion of the monthly target main products, the profit target, the market share of the market share, etc.
. Formulating sales plan 1. Determine target market: mainly industry sales (profit and stable market); supplemented by channel sales (increase popularity, expand market share) industry mainly refers Transportation, construction, fire protection, manufacturing, factories, etc. there are target customers with certain purchasing scale. Channel sales refer to: district and county -level joining or agent. 2. Market development ideas: A industry sales: First determine our company's advantageous products (referring to products with good market control, good price, good quality, large manufacturer support, large profit operation space), determine the industry targeted by superior products, Find out influential customers in the industry and integrate various resources for sales research. With this as our company's model and market propaganda, we assisted us to tear up the cracks of the market. Then use the systematic development industry customers. The sales of Channel B are mainly aimed at the district and county markets with certain industries and social relations, and dealers with development potential to guide the profit model. At first, it can be classified for different industries of different dealers, and multiple dealers can be developed in a region. After the market is developing well, after the improvement of the popularity, it can be integrated in the form of joining or setting off office. C uses marketing methods such as industry and conferences according to the situation. 3. In order to increase market research while developing market development, in order to timely adjust sales goals and plans in a timely manner.
. Preparation of sales resources 1. Team composition: A Sales Internal Corporation: B Cadders (Large Customs Channel type) C Technology and Business Support 2. Salary Formulation: Basic Salary Evaluation Salary Performance Subgraduate Bonus benefits 3. Formulate sales system and process 4. Writing training plan and content 4. Sales manager's preliminary work 1. Familiar with the company's organizational structure, product, business process 2. Understand the company's current market and sales situation 3. Understand the company's company. The situation of the existing sales team 4. Formulate sales goals, plan 5. Formulate business processes 6. Formulate assessment, management, reward and punishment system 7. Management and training sales team 8. Investigation of market conditions 9. Maintenance and development of large customers 10, coordinating the company's departments of the company's departments , Integrate sales resources Manproofing of product sales scheme 3 . The term
from the month ** month ** to ** month ** , 3 months.
. Target
grasped the shopping climax, organized "Super Market Relay Moving", promoted ** company products, assist dealers to exist in clearing inventory, and improve the company's business goals.
. Objective
(1) Grasp the shopping trend of Christmas, New Year's Day, and wedding honeymoon period, attract consumers' interest in the "relay move" activity, guide the purchase of purchase ** Products to achieve the promotion effect.
(2) The "Relay Moving" activity was held in the three places in A, B, and C. This activity was used to import the import home appliances, focusing on the ** national market.
. Objects
(1) Consumers who are preparing to buy home appliances as the object, with the excellent performance of F14 products as the main incentives, guide the purchase of ** company home appliances, and and and of. Use the "Relay Moving" activities to encourage consumers to seize the opportunity and buy them immediately.
(2) Key points:
1. Performance appeal:
Home appliances!
2.S.P. Seal:
buy ** products, now buy! n . Advertising performance
(1) In order to cooperate with the development of the annual company "** home appliance" international market development, promote the use of the media, gradually pay attention to cross -cultural colors, local newspapers, radio media,, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, and media, and media, media, media, media, media, media, media, media, media, media, media, media, and media, and radio media. The choice of TV programs is also considered based on the analysis of the viewing class.
(2) Taking the excellent performance of ** company products as the main cause, the relay migration S.P. activity is a means of sales, following this principle, pay attention to the status of the main and guests of newspaper advertising.
(3) TV advertisements. In order to win international consumers, the promotion and appreciation perspective is plans to provide a 30 -minute real movement, trial -to -recording live show for a large -scale moving activity.支 Advertising uses a CF, as a TV plug, strive for elegant and vulgar appreciation, causing strong needs of consumers.
to cooperate with the international market development strategy and increase the promotion effect of this event. Jointly co -organized the "Division of Promotional Activities at the end of the New Year" to explain the significance, content and the actual help of the dealer in order to obtain full assistance.
7. Advertising activities
(1) Event Booking Progressive Form
Note: The date of "relay" is set before and after Christmas. Reasons There are two:
1. Before and after Christmas are the climax period and should be grasped.
2. Before and after Christmas is the time when the target market customers are very busy; traffic must be crowded, and traffic problems are not easy to deal with properly.
(2) Activity area
In the three places in ** Country A, B, and C, each of which has a large department store with supermarkets.
(3) Activity award
1. "Relay Large Moving" Lucky Prize
(1) 200 places in A, B place B place, B place 150, 150 places C, as follows:
Table 5-4 "Relay Moving" Lucky Award of the Lucky Award
n A place B place C ground
The first lottery of 70 70
100 80 80
Total 200 150 names 150
(2) The households are based on households. Each household is the same for a limited time, all 10 minutes.
(3) 10 minutes for each household, per household.
2. "Guess" Activity Award
(1) Full guessing one person, the same amount as the highest amount of the moving, at the same time Divided into division.
(2) Five prizes, closest to the highest amount of moving, each presented one set of ** brand home theater, super lottery decision.
(4) Content description of the activity 1. During the receiving period: From the day of **, the month to **, the month ** ** In addition to the selected online goods company itself is widely propagated, the video was filmed at the scene. The program was played at 8 o'clock on the ** month **, so as to promote the audience to understand the connotation of the activity, and cut 15〃CF " "Try to move the situation, do TV insertions, widely promote, stimulate sales, increase the number of recycling parts.
Planning is the idea, the idea, and the expansion of product sales. To increase the sales of products, we must formulate a good plan. Below is a model of product sales plan, welcome to see.
Models of product sales plan 1
. Planning purpose:
1. Promote ZDS brand, increase brand affinity and customer receiving, loyalty, increase brand image, increase brand awareness And reputation.
2. Promote the marketing of the company's products, expand product sales, achieve sustainable and healthy growth of the company's market performance, and increase the market share of the product.
3. Analyze the company's market environment, diagnose problems and development opportunities, clarify the company's annual goals, and guide the company's annual marketing activities.
4. Evaluate the effectiveness of marketing activities implemented by the company and the development trend of market formats to adapt and guide market development.
. The overall market environment:
1. Market status quo:
① high -speed growth, huge potential. Economic growth, increased residents' income, gradually relaxing policies, gradually standardized markets, and market potential greatly growing.
② many brands, low concentration. There are many well -known domestic brands and local brands, and there are no strong brands in the industry.
③ demand for diverse demand, rational consumption. Jewelry jewelry consumption structure and demand level diversity, which is a relatively rational consumer behavior.
④ The price is chaotic, and good and bad. The market price is poor, the brand price system is chaotic, and the quality of the product is uneven.
⑤ focus on the product and ignore the service. For more attention to the style quality of the product, it pays attention to service and as promotions.
⑥ The end of the victory, distribution lack of skills. Product sales rely on terminal store retail, and the sales method chooses the narrow contact of the contact surface and the customer level.
⑦ Direct operating is mainly based on it, and develop steadily. The sales channels are dominated by manufacturers' direct operation, and they have initially rises to join the chain.
⑧ promotional weakness, uneven region. The lack of effective and effective promotional activities and promotion measures, the regional market differences are different.后The lack of talents and insufficient stamina. The market starts late, there are few professional technical marketing talents, and the development of corporate development is insufficient.
At present, the Chinese and Hong Kong brands gather in the mainland market and siege the city. The market needs a strong brand to unify the pattern.
2. Market prospects:
① market high -speed growth: domestic economic development is good, savings growth is rapid, especially some groups that are rich first, pay attention to the quality of life, right High -end jewelry consumption demand is strong.
② market potential is huge: the mainland population is large and the market consumption base is large. With the steady growth of urban residents' income, the consumption structure changes, the proportion of high -end consumption will increase, and the market size will be huge in the future.
③ Government encourages consumption: The government implements positive fiscal policies, in order to drive domestic demand, actively guide and encourage consumption, and gradually improve the credit policy.
④ market is becoming increasingly standardized: the government protects the interests of consumers, combat counterfeit and inferior, rectify and standardize the market environment and order, and gradually eliminate local protectionism, which is conducive to cross -regional chain development in the jewelry industry.
⑤ Consumption structure is complicated: the demand for different ages and income levels is significantly differentiated, and the product has corresponding consumer groups at high, middle and low -grade.
⑥ Decoration and preservation: Increased income, diversified investment, and the demand for jewelry, while decorative functions, also become a good choice for investment preservation.
⑦ China -Hong Kong brand hegemony: As the government implements zero tariff policy for jewelry, Hong Kong companies will invest in the mainland larger in the mainland and put more brand products in the mainland market.
⑧ brand gradually concentrated: well -known brands have the advantages of good products, services, brands, funds, talents, management and operations Essence The small brand market will be smaller.
3. Factors of future market influence:
① Domestic macro political and economic environment changes: mainland political situations are stable, economic construction is mainly, government functions conversion, improvement efficiency, improvement of environmental improvement Essence
② residents' income level and future expectations: The income of residents in large and medium -sized urban cities has steadily and rapidly increased, and the level of consumer demand is improved.
③ changes in the consumer structure of residents: consumer demand enters a comfortable and enjoyable stage, and the proportion of high -end consumption in the consumption structure increases. ④ Resident consumption psychology: confidence in the expected income index, personalized consumption, advanced consumption and fashion consumption are converging with developed countries abroad.
⑤ International situation changes: The international situation is still based on peace, the exchange rate of major currency in the US dollar euro is unstable, jewelry diamonds and other value preservation effects are significant, and the domestic market is not significant internationally.
. The company's market diagnosis:
1. Existing problems:
Middle and high -end products are mainly to reduce the number of low -end products.
② price strategy: refer to the pricing. 70%of the products of the same type of products should be priced higher than 5-20%of the same grade brand. Reflecting the brand image.
③ Quality control: The quality system of the enterprise is incomplete, the quality control of internal and external quality is omissions, and the quality of quality accidents is not thorough and rapid.
④ service quality: no improvement and sales service system with sales, less service content, and service levels need to be improved.
⑤ brand communication: no system brand shaping system, not paying attention to the brand's improvement, and insufficient reputation and reputation.
⑥ Channel operation: Mainly direct -operated chains, high pressure on its own funds, restricted scale expansion, large operating risks, and high cost.
⑦ Promotional promotion: There are few forms of promotional activities, less concentrated operations and low efficiency, and insufficient resource integration.
⑧ Store management: The structure and quantity of the store's samples are unreasonable.
The personnel management: end personnel's work status is not correct, unable to understand on -site specifications, and lack of direct sales skills.
⑩ Public relations: Increased handling of local public relations, incidents that cause adverse effects on the company, and harm the company's reputation.
2. Market opportunities:
① Well -known brand: Well -known Hong Kong brand, a certain reputation in the industry, professional jewelry and diamond production and seller
② The network is sound: the layout is early, the distribution is reasonable, the coverage area is wide, and the operation is good.
③ Product rich: independent design, production or procurement, novel and unique product style, reasonable product structure, rich in production lines.
④ Professional team: For many years, it has formed a certain effective business management mechanism and business team.
⑤ Capital advantages: Hong Kong corporate background, capital operation and power are relatively strong. ⑥ The market is huge: the domestic economy has continued to develop steadily, with a large population, and some of them are rich first, and the market capacity and increase are large.
. market goals:
1. Sales performance: 20xx annual sales revenue of not less than 100 million yuan, an increase of%over 20xx. The 20XX annual sales products are not less than 10,000 pieces, an increase of%over 20xx.
2. Sales network: 20XX in the domestic new home store in China, reaching home, and at the same time established home franchise chain stores in Jiangsu, Hunan and other provinces. The sales network covers 25 provinces across the country, and the total number of stores has reached home.
3. Average sales of single stores: The average sales of 20xx single stores are not less than 10,000 yuan, an increase of%or more from 20xx.
4. Diamond Club: Develop ZDS Diamond Club members, and the brand awareness increases percentage points.
5. New product promotion: Complete the listing promotion and sales goals of the three series of new products per quarter. New products accounted for more than 50%of the total sales of the quarter.
5. Marketing planning and implementation strategy:
(1) Marketing purpose:
marketing screenwriter, product burden, channels set up, advertising Building potential, promotional soundtracks, service follow -up, moderate price, customer recognition, and the market finally.
(2) Product strategy:
① Product positioning:
based on mid -to -high -end products for production, sample and sales. From the price system, ZDS focuses on mid -to -high -end consumers, highlighting the noble quality of ZDS, and is a well -known brand in Hong Kong. At the same time, the product price system is perfect, and it is highly affinity, and it will not make customers feel a sense of distance.
② brand positioning:
A specific positioning: jewelry diamond international brand, created for mainstream society, catering to mid -to -high -end consumption.
B brand connotation: noble, classic, professional, fashionable.
C brand affinity: international brand, come to China.
D brand cognitiveness: complete CIS system, continuing to advertise, easy to identify memory.
E brand reputation: high -quality products, perfect service system, rest assured that the first choice.
F brand public image: Participate in public welfare activities, love actions, donate funds to school, return to the society, and establish a public image.
③ Price positioning:
A Reference Price:
The reference to similar products and well-known brands, the price is 5-20%higher than the opponent. Brand advantages to achieve differentiated premium benefits.
B price control:
The price system, uniformly determine the price of the country, the store has no right to float, it is strictly forbidden to privately discount stores, unless the national unified promotion and new product launch of new products are prohibited. Forbidden discount sales, so as not to hurt customers' trust in the brand.
C discount sales: reasonable discounts for wholesale business or batch purchase, but the unified retail price must be maintained. There are special channel operations and incentives in batches, restricting retail stores floating on prices.
Manphan text of product sales plan 2
XX product marketing planning book main idea:
. Increase market share
2. Expand product awareness r r r r r r
3. Establish a good image operation idea of scale, high -quality, professional, and service:
. Determine sales goals 1. Market analysis: Overall capacity of the industry and regional market with target customers concentrated Customer procurement method of competitive products The disadvantage of the advantages of the enemy and ourselves 2. Self -analysis: Product advantages? The main product and the industry scale, brand, professional, and service advantages they respond to refine our opportunity? Opportunity to the market, refine their own advantages, and determine the sales goals. The annual target, the quarter goals, the proportion of the monthly target main products, the profit target, the market share of the market share, etc.
. Formulating sales plan 1. Determine target market: mainly industry sales (profit and stable market); supplemented by channel sales (increase popularity, expand market share) industry mainly refers Transportation, construction, fire protection, manufacturing, factories, etc. there are target customers with certain purchasing scale. Channel sales refer to: district and county -level joining or agent. 2. Market development ideas: A industry sales: First determine our company's advantageous products (referring to products with good market control, good price, good quality, large manufacturer support, large profit operation space), determine the industry targeted by superior products, Find out influential customers in the industry and integrate various resources for sales research. With this as our company's model and market propaganda, we assisted us to tear up the cracks of the market. Then use the systematic development industry customers. The sales of Channel B are mainly aimed at the district and county markets with certain industries and social relations, and dealers with development potential to guide the profit model. At first, it can be classified for different industries of different dealers, and multiple dealers can be developed in a region. After the market is developing well, after the improvement of the popularity, it can be integrated in the form of joining or setting off office. C uses marketing methods such as industry and conferences according to the situation. 3. In order to increase market research while developing market development, in order to timely adjust sales goals and plans in a timely manner.
. Preparation of sales resources 1. Team composition: A Sales Internal Corporation: B Cadders (Large Customs Channel type) C Technology and Business Support 2. Salary Formulation: Basic Salary Evaluation Salary Performance Subgraduate Bonus benefits 3. Formulate sales system and process 4. Writing training plan and content 4. Sales manager's preliminary work 1. Familiar with the company's organizational structure, product, business process 2. Understand the company's current market and sales situation 3. Understand the company's company. The situation of the existing sales team 4. Formulate sales goals, plan 5. Formulate business processes 6. Formulate assessment, management, reward and punishment system 7. Management and training sales team 8. Investigation of market conditions 9. Maintenance and development of large customers 10, coordinating the company's departments of the company's departments , Integrate sales resources
Manproofing of product sales scheme 3
. The term
from the month ** month ** to ** month ** , 3 months.
. Target
grasped the shopping climax, organized "Super Market Relay Moving", promoted ** company products, assist dealers to exist in clearing inventory, and improve the company's business goals.
. Objective
(1) Grasp the shopping trend of Christmas, New Year's Day, and wedding honeymoon period, attract consumers' interest in the "relay move" activity, guide the purchase of purchase ** Products to achieve the promotion effect.
(2) The "Relay Moving" activity was held in the three places in A, B, and C. This activity was used to import the import home appliances, focusing on the ** national market.
. Objects
(1) Consumers who are preparing to buy home appliances as the object, with the excellent performance of F14 products as the main incentives, guide the purchase of ** company home appliances, and and and of. Use the "Relay Moving" activities to encourage consumers to seize the opportunity and buy them immediately.
(2) Key points:
1. Performance appeal:
Home appliances!
2.S.P. Seal:
buy ** products, now buy!
n
. Advertising performance
(1) In order to cooperate with the development of the annual company "** home appliance" international market development, promote the use of the media, gradually pay attention to cross -cultural colors, local newspapers, radio media,, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, media, and media, and media, media, media, media, media, media, media, media, media, media, media, media, and media, and radio media. The choice of TV programs is also considered based on the analysis of the viewing class.
(2) Taking the excellent performance of ** company products as the main cause, the relay migration S.P. activity is a means of sales, following this principle, pay attention to the status of the main and guests of newspaper advertising.
(3) TV advertisements. In order to win international consumers, the promotion and appreciation perspective is plans to provide a 30 -minute real movement, trial -to -recording live show for a large -scale moving activity.支 Advertising uses a CF, as a TV plug, strive for elegant and vulgar appreciation, causing strong needs of consumers.
(4) POP: cloth flag, poster, leaflet, lottery ticket.
6. Hold the "Dealer Briefing Meeting"
to cooperate with the international market development strategy and increase the promotion effect of this event. Jointly co -organized the "Division of Promotional Activities at the end of the New Year" to explain the significance, content and the actual help of the dealer in order to obtain full assistance.
7. Advertising activities
(1) Event Booking Progressive Form
Note: The date of "relay" is set before and after Christmas. Reasons There are two:
1. Before and after Christmas are the climax period and should be grasped.
2. Before and after Christmas is the time when the target market customers are very busy; traffic must be crowded, and traffic problems are not easy to deal with properly.
(2) Activity area
In the three places in ** Country A, B, and C, each of which has a large department store with supermarkets.
(3) Activity award
1. "Relay Large Moving" Lucky Prize
(1) 200 places in A, B place B place, B place 150, 150 places C, as follows:
Table 5-4 "Relay Moving" Lucky Award of the Lucky Award
n A place B place C ground
The first lottery of 70 70
100 80 80
Total 200 150 names 150
(2) The households are based on households. Each household is the same for a limited time, all 10 minutes.
(3) 10 minutes for each household, per household.
2. "Guess" Activity Award
(1) Full guessing one person, the same amount as the highest amount of the moving, at the same time Divided into division.
(2) Five prizes, closest to the highest amount of moving, each presented one set of ** brand home theater, super lottery decision.
(4) Content description of the activity 1. During the receiving period: From the day of **, the month to **, the month ** ** In addition to the selected online goods company itself is widely propagated, the video was filmed at the scene. The program was played at 8 o'clock on the ** month **, so as to promote the audience to understand the connotation of the activity, and cut 15〃CF " "Try to move the situation, do TV insertions, widely promote, stimulate sales, increase the number of recycling parts.
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