Foreword of promotion plan 1
Xx commercial city project is a high-quality building developed by xx real estate development company, which will become a classic of new leisure real estate business in North District of xx City.
Xx Commercial City is located next to xx Square in the north of xx City, which is a new project of xx Real Estate Development Company. This project covers an area of 7000 square meters. According to the current architectural design scheme, the project consists of a three-story podium (including the negative first floor) and two towers (four floors respectively), with a total construction area of about 1.5 million square meters, an underground garage and equipment room of 1.5 million square meters, a commercial podium of about 8,500 square meters and a tower of about 6,500 square meters. The total investment of the project is about 654.38+800,000 yuan.
After the previous market research and analysis, this project is initially determined as a modern multifunctional leisure shopping center. According to this preliminary idea, combined with the current project status, this sales enterprise plan systematically analyzes the market positioning and sales operability of this project. From the perspective of sales planning, the overall image packaging, sales organization and operation, market promotion, advertising strategy arrangement and sales promotion of the project are discussed comprehensively and operability.
First, the overall strategy of project sales
The overall sales strategy is to carefully analyze, scientifically divide and accurately cut into the target market. Through the comprehensive use of sales strategy, the added value of the project is maximized, the maximum profit of the project is obtained, and the corporate image and project image are comprehensively established and enhanced. To sum up the overall sales strategy of this project, it can be simply described as "five ones", that is, to establish a cutting-edge concept, advocate the concept of wealth, refine a distinct theme, start the avant-garde market, and brew a hot-selling storm.
Second, the project sales target policy
According to the "Five Ones" overall sales strategy of this project, the sales target policy of this project is formulated as follows, which is the perfection and enrichment of the sales work plan of this project.
1. Establish a new concept: leisure shopping business.
2. Advocate a concept of wealth: venture capital, leisure shopping and stable returns.
3. Extract a distinct theme: property-based shops and leisure enterprises.
4. Create an avant-garde market: advocate "venture capital business and leisure shopping", abandon the oppression and bondage of traditional business and pure shopping environment, mainly for young and cutting-edge consumer groups with their own personality, so that they can experience the leisure business environment and the shopping theme is clear.
5. Brewing a hot-selling storm: The project will upgrade the traditional business behavior to a modern brand-new leisure business, strive to promote the brand-new changes in the development of commercial real estate market, avoid the competition of traditional businesses, and set off a hot-selling storm in a brand-new market.
Third, the sales target and target decomposition
1. Sales (investment) target
2. Sales target decomposition
Fourth, the sales stage plan
According to the positioning of the project and the construction progress plan, the sales work is divided into four stages, and the key points of each stage are shown in Table 8-5.
Verb (abbreviation for verb) project sales time and price
In order to better reflect the overall sales strategy and achieve the target policy in the follow-up sales process, the following sales opportunities and prices are determined by integrating project elements resources and sales promotion communication elements, combined with project positioning.
(1) Time and attitude of the project entering the market
1. Timing of entering the market: According to the planning, project progress and sales preparation, the opening of the market during the housing fair in May (or September) of 20xx can seize the timing of the housing fair in Spring of 20xx and the May Day International Labor Day to set off the first climax of construction; In the National Day, 20xx Autumn Housing Fair, New Year's Day and other important periods set off a new sales climax.
2. Attitude to enter the market: Appear in the city and even the northwest region as "wealth real estate and leisure shopping" and create a new concept of leisure business investment management.
(B) price positioning and price strategy
1, price positioning principle: using price comparison method and comprehensive balance method.
2. Price Positioning: The average selling price of the whole commercial project is 3 580 yuan/square meter, of which the starting price is 3,328 yuan/square meter and the highest is 4,000 yuan/square meter.
3. Price strategy: adopting the parity strategy of "opening low and going high", the price was adjusted (slightly increased) in the first half of the year after the opening, with an average price of 3,380 yuan /m2, and the sales at the end of the year decreased slightly in disguise.
The propaganda strategy and media combination of intransitive verbs
(A) the theme of publicity strategy
1, personality characteristics: "xx Commercial City Wealth Real Estate Investment Business" is the first and only investment concept in our city to promote the transformation of commercial development from "building products" to "building new leisure shopping methods" and advocate "investing in wealth real estate and obtaining stable returns".
2. Location Transportation: The project is located next to xx Square, with superior location, noble residential landmark buildings and convenient transportation, and is the preferred ideal commercial real estate investment environment in the northern region.
3. Value-added potential: Located in the core area of the key development areas planned by the government, it has good development prospects, low acquisition cost and great appreciation potential, and is the first choice for investing in home ownership.
(b) media mix
1. Pre-opening period: soft news and advertisements are the main media, newspapers are the main media, supplemented by television, and the new concept of "wealth investment and stable return" is deeply explored.
2. Strong promotion period after the opening: it is an important period for project sales promotion. The propaganda media is mainly composed of "newspapers, television and outdoor billboards", supplemented by related magazines and direct mail advertisements.
3. Post-opening image exhibition period: in order to show the image, soft and deep excavation is the main method, and TV and newspapers are the main media, supplemented by forums, public relations, publicity activities and project investment briefing sessions.
Promotion plan. Marketing concept:
Modern marketing tells us that successful marketing = effective communication. Judging from the current market situation of the company's specialty stores, because there is no print media (newspaper) and powerful air media (TV) in the county-level market, it is difficult to effectively realize the brand image communication advantages of TV and the brand awareness communication advantages of newspapers, which leads to our inability to use traditional mainstream media to build a communication platform with target customers.
In view of this, this case intends to comprehensively use DM stickers, member photo albums, terminal promotion, square roadshows, jewelry special issues, SMS advertisements and other means of communication, and seek an effective ground promotion model through phased marketing to achieve effective, long-term and interactive communication with target customers, and at the same time make our high-altitude media advertisements successfully land, achieve wide coverage of air media, accurately guide ground promotion, and gradually enhance the local awareness and influence of brands.
Second, the promotion time:
20xx 10 month -20xx June
Third, promotion means:
Member photo album
(1) Communication channel: some members direct investment at fixed points, and some stores target distribution.
(2) Communication ideas: pay attention to the promotion of brand product strength and establish a one-to-one interactive platform with target customers. With the deepening of communication, member database marketing gradually introduces promotional information release, customer information feedback, personalized service tracking, member points redemption, member regular feedback and so on.
(3) Communication stage: June 65438+1October, 2007: promotion of retro style; 65438+February: Christmas merchandise promotion; 1-February 2008: jade products promotion in the Spring Festival and diamond jewelry promotion in Valentine's Day; March: The 5th Diamond Promotion Conference; April-May: wedding promotion; June: Promotion of jewelry culture.
DM position
(1) Communication channel: direct mail, some of which are distributed by employees.
(2) Communication ideas: pay attention to the promotion of brand sales power, and release relevant information in combination with phased product promotion and product promotion. At the same time, aiming at the weakness of county-level market media, DM Post can target customers more widely and expand the brand's influence. Therefore, it will also be a weapon for us to expand the county-level market.
(3) Communication characteristics: Different from member picture books, DM stickers pay more attention to territoriality and can be applied to the single-store marketing of our stores. Therefore, we can formulate targeted promotion content according to different local markets.
(4) communication stage:
65438+February: Christmas merchandise promotion information, Rugao store's fourth anniversary celebration;
1-February 2008: Jade promotion in the Spring Festival, diamond promotion in Valentine's Day, and the anniversary of Jingjiang Store and Taixing Store;
March: The 5th Diamond Promotion Conference;
April-May: Wedding dress promotion, the second anniversary of Yizheng Store;
June: Promotion of jewelry culture.
Promotion Plan 3 I. Project Conditions and Plot Analysis
1. 1 project location
South Lake Wang Di: This case is located in jiawang district, north of Xuzhou, and adjacent to Hu Xiaonan, a key landscape in jiawang district, which is the only way to enter Jiawang from Xuzhou. It is bounded by National Highway 206 in the east, Qinghong Road in Hubei Province in the south, Jiangjun Street connecting Jiawang Central Business District in the west and Er Qiao Road in Zhixia in the north. The total land area is 641370m2, and the plot ratio is 1.3. This area is mainly residential planning, which is developing rapidly. Hu Xiaonan has been developed into a beautiful park landscape, and a number of residential quarters with good taste and living environment are gradually being built around it.
1.2 topography, external traffic and project scale
The present situation of the plot is a relatively flat open space, with the overall terrain slightly lower than the surrounding roads and good building conditions. The total land area of the project is 64 1370㎡, the total construction area is 894,000 ㎡, and the above-ground construction area is 694,000 ㎡, including 584,600 ㎡ residential buildings, 0/09400 ㎡ commercial facilities and 200,000 ㎡ underground buildings.
1.3 project resource analysis (sorting out selling points)
Lot value-Jiawang government focuses on building Xiaonanhu landscape area, which is 1.5km away from downtown Jiawang.
Prospect value-JOE Expressway is opened to traffic at the end of the year, and the status of the city's sub-center is prominent, and the regional growth prospect is thriving.
Life value-out-of-print Xiaonanhu landscape, surrounding Huadu Park and Xia Qiao Park, three parks and one family, out-of-print park life landmark.
Planning value-south of the city core area, high-level community facilities, Jiawang highest standards.
Ecological value-Jia Wang has green lungs and superior natural environment. It is a good place for health, pension, leisure and relaxation.
Investment value-high value, low price. The project is located in the noble living area built by Jiawang, with great appreciation potential.
Product value-high-quality, innovative apartments and powerful luxury products complement the shortage of Jiawang luxury market.
Supporting value-there are primary schools, kindergartens, commercial centers and other supporting facilities in the community, and there is a high court on the west side of Nanhu Lake.
Scale value-Jiawang Wang Di, the first phase of a large-scale market with low density and a scale of one million square meters, is a high-speed development area of Da Nanhu.
Brand value-Straits Real Estate has successfully developed projects such as Xuzhou Southeast County and Manqiao Shijia, and won a good market reputation.
Second, the project SWOT analysis
2. 1 Advantage Analysis
Landscape advantages-The project is surrounded by Hu Xiaonan Scenic Area, Huadu Park and Xia Qiao Park, which are out-of-print park life landmarks.
Location advantage-the core of the south of the city, the gateway of Jiawang, the noble living area of Nanhu, leading an excellent life.
Product advantages-noble European architecture, powerful innovative products and high living comfort.
Investment advantages-high value, low price and great appreciation potential.
Planning advantages-the government will build Nanhu into an ecological moonlight economic zone in Xuzhou metropolitan area, and high-end facilities such as clubs and golf courses will be put in place one after another.
Scale advantage-Jiawang Wang Di, complete plot, the first high-quality plate in northern Xuzhou.
2.2 Analysis of disadvantages
The property right of the plot-the early development of the project was postponed. In this case, the sales office of Taihu Pearl Garden was set up on this plot, and there was a dispute over the ownership of property rights.
Project awareness-Nanhu is in the market, and the Strait is in Jiawang, so the awareness is insufficient. Jiawang project is not attractive to urban customers.
Jiawang Market-The transformation ability is limited, and the consumer groups have not increased significantly, but the supply of regional real estate has doubled.
Living facilities-the environment in the area is really beautiful, lacking the necessary living facilities, and the business level is low.
Topography and geography-This plot is the subsidence area of the former Hanqiao coal mine, and the building conditions are not very ideal. The customers in Xuzhou urban area have great resistance to Jiawang's project.
I don't know much about the environment of the regional-Nanhu market, and the surrounding areas are swallowed up by small industrial areas and urban residents, so the surrounding industries are not conducive to enhancing the project value.
Investment cycle-the national macro-control is tightened, and the investment cycle is relatively long when the property market is in a weak market.
Third, the project positioning
Original Location: One Lake, One City, One World Xuzhou Chief Thousand Mu Lakeside Ecological Community
Repositioning: the core of the south of the city/one million square meters/the most valuable villa (stage) in Xuzhou, a park city
3. 1 market positioning
Established goal: Jiawang is the best engineering brand, Strait Jiawang brand.
Bottom line target: the top of the unit price pyramid of each property type in Jiawang.
High goal: to surpass Jia Wang's price system and become a district rulemaker.
3.3 image positioning
General case: Shangcheng Lake
Slogan: Discover your love for life.
South of the city core/million square meters/park city
Take the lake as the core, divide the land into Xinjiang, and build a city with a lake in the strait. Thousands of acres of lakeside market, private enjoyment of 2900 acres of wetland park, hidden in South Lake. Pastoral landscape is as quiet as poetry and painting, which is a quiet exile to prosperity. Live in the city and realize lake residence. At night, I walk on the sword of water clouds. There are clouds in the sky and water on the ground, looking at the color of Tianshui. Life has been moored by the lake ever since.
Top floor: South Lake Guanlan
Slogan: Look at the South Lake and have a bird's eye view of the world.
"Guanlan" is taken from Mencius' Heart to Heart. "If you have the ability to look at water, you must look at it." The elites have their own vision of the pattern. Guanlan is a kind of attitude towards life, casual, indifferent and free and easy, revealing the secluded life interest. Push the window to see the lake, sit idly and watch the waves, highlighting the artistic conception of waterfront life. Wise men enjoy water, and the name of the case is more humanistic.
House: Nanhu Building
Slogan: Open a new era of lakeside residence.
South Lake secluded place, residential houses. The lake is getting brighter, the vegetation is pleasant, and the years are quiet. People who talk to Fengyun entertain guests in this quiet place with beautiful lakes and mountains, which makes people far away from the water envious. A mansion refers to the residence of upper-middle class people in the city. From the name of this case, people can see the noble and distinguished architectural quality of this case and the characteristics of people who will live here in the future.
Villa: Nanhu clause
Slogan: Celebrities gather together, Hu Yun villa/soft time by the lake.
Luxury houses are easy to get, but other gardens are hard to find. In the world of flowers and birds, how pleasant it is to invite three or five friends, or to walk alone with water clouds and swords and enjoy tea and the moon. Live by the water, return to nature and regain the dream of the lake. People will be touched by life inadvertently when they see the fragrance of grass, the blooming flowers and the dancing butterflies. The other courtyard was originally a royal garden with an ancient name.
Four. Promotion strategy and cost budget
4. 1 general promotion plan (high image, full circle)
On-line: in the early stage, it is mainly to make a high image, and in the later stage, it is supplemented by the formation of sound; Off-line: the initial stage is supplemented by detailed paving, and the later stage is dominated by footbridges. Through a series of small but refined promotion, the influence of the project is continuously expanded, customers are promoted to call and visit, and the conversion rate of customers is improved.
4.2 Promote the theme in stages
The first stage: appearance
20xx. 12 foundation laying
20xx.03 Xuzhou and Jiawang Experience Hall opened.
20xx.04 Spring Housing Fair guides us to recognize the location and resource value, play an ecological card, and make Nanhu livable.
The second stage: landing
20xx.05-20xx.07 Image penetration, spreading sales information.
20xx.05 Sales Center Opened
20xx.06 Check in the model room.
The third stage: opening up
20xx.08- Brand Advocacy Export, Reconstructing Jia Wang's Lifestyle
20xx.08 opening
4.3 Programme of activities
There are activities every week, and there are themes every week, which are carried out around major activity nodes to attract popularity and enhance recognition; Popularity, gimmicks and customer storage are carried out simultaneously, and a variety of customer killing strategies are carefully deployed to refine every detail and improve the utilization rate of customer resources; -"Eat, drink and be merry"
Strategy 1: Do everything possible to find customers to gather popularity.
Strategy 2: There must be a lottery when there is an activity, and use the lottery as a gimmick to attract popularity.
Strategy 3: Grasp the activity time accurately and be flexible.
4.3 Media Strategy and Selection
Outdoor as the main media, combined with newspapers, direct mail, SMS and other sub-media, the implementation of the three steps from the identification of residential areas and natural resources, project identification to sales information release.
Online-outdoor, newspaper, network, new media and other events exploded, image building, concept deconstruction.
Offline-channels, text messages, activities and other events have been hyped, and the whole city is hotly discussing, and the influence of the circle is unfolding.
Promotion Plan 4 Project Understanding
1, project overview
Shenzhen Special Economic Zone, located between Hong Kong, the world economic and trade port, and Guangzhou, the frontier of economic reform and opening up, is located on the bank of Dapeng Bay, which is rich in aquatic resources, and is close to Dameisha and xiaomeisha, famous tourist areas. Its geographical location and tourism resources are unique. And the hotel's grade and service are recognized by the society, and the annual occupancy rate is stable.
Under the changing development trend of the new economic environment, developers are determined to reform, and plan to sell the property rights of customers, an important part of the hotel, so that more people in the society can enjoy the quality service of Yalan Hotel, relax their holidays, enjoy the hotel allocation at the end of the year, and even make investment preservation or copy sales to make profits.
2. For the customer base
① Company
2 investors with long-term vision.
(3) buying a house for the second time or even three or four times as a holiday.
④ salaried white-collar workers
⑤ Retirees
Third, publicity strategy.
First of all, let Yalan Hotel make a sensation in Guangzhou and let all sectors of society know about Shenzhen Yalan Hotel.
Let people from all walks of life know that this promotion mode is an unprecedented large-scale activity through all-media release.
(3) Make use of the advantages of the project itself to attract more prospective customers to join the next stage of the trip to Shenzhen.
④ Stimulate more customers to form buying behavior.
⑤ Let this promotion become a hot topic with its full name, causing media plagiarism.
The above five points are the propaganda orientation of this project.