Product Marketing Plan 2022 Universal Edition (I) I. Preface
With the gradual deepening of reform and opening up and the rapid development of market economy, people's consumption demand for daily consumer goods is also increasing, and the commodity market contains unlimited business opportunities.
As the capital of xx province, in recent years, with the efforts of xx provincial party committee and provincial government, the construction of trade city has begun to take shape. Under the influence of strong external shocks, people in xx have gradually accepted many new consumption concepts, and it is the first time for large-scale shoe chain management in xx. For such a new thing, xx citizens who gradually open their consumption concept will pay more attention to it, which will inject a fresh air into the noisy shopping mall.
Judging from the development of xx shoe industry in recent X years, the scale has developed rapidly, which represents the future development direction of xxx retail industry and has a very broad prospect. But at present, especially for a regional market, how to give full play to the advantages of group and scale and maximize market development is a crucial issue.
Therefore, in an inland city with many shopping malls, supermarkets and chaotic wholesale markets, how can xx shoe industry stand out from many shopping malls?
(1) The main idea of this proposal is to let more people establish the consumption concept of chain stores. Chain operation should highlight the characteristics of convenient shopping and thoughtful service. Scale operation, cost reduction and low price. Unified distribution center, reliable quality, smooth channels and novel style. Free maintenance, relieve worries.
Expand the influence of xx shoes and establish the brand image of xx shoes.
(II) The planned implementation period of this plan is from xx, 2022 to xx, 2022.
(3) The advertising budget of this proposal is within the scope of xx yuan.
Second, the market information
Marketability
As a consumer product, shoes are essential for everyone, and everyone's daily possession is between a pair.
Because the difference of income determines the difference of consumption level, the market of high, middle and low-grade shoes is divided by artificial shopping environment.
The arbitrariness of price increase and shoddy quality in large shopping malls make people gradually doubt the quality of shoes in comprehensive shopping malls.
The phenomenon of fishy eyes and pure pearls in the wholesale market has discouraged many consumers.
After-sales service has not attracted the attention of merchants in this industry, and it is an unattainable thing for consumers. Therefore, it can be judged that the market development of shoe chain operation has reached the stage of development, and it can be predicted that the take-off period of the market is coming soon.
(2) Business opportunities
In recent years, except for a few large commercial buildings, xx is generally in a state of loss, and its market offensive is frustrated.
After witnessing the rapid change from prosperity to decline in xx shopping malls, the consumption concept of xx people is becoming more and more rational.
Due to the chaotic commercial retail market in xx in recent years, it is expected that it will take two months to establish a clear brand image after launching a strong publicity offensive.
The footwear industry has a good competitive advantage and an advanced chain operation mode. When the advertising investment in shopping malls is in a weak period, launching a storm and focusing on the uniqueness of xx, that is, using USP theory to guide the publicity offensive, can have an immediate effect.
(3) Footwear market growth
The good performance of X years can explain the safety of chain operation when it is introduced into the market.
The shoe industry has been generally recognized after it was introduced into the market, which shows the defects of the traditional business model and the broad development prospects of chain operation.
Footwear is a necessity of life, and the market volume and scale after the popularization of chain operation are huge.
With the improvement of living standards, the income of the middle and upper classes increases rapidly, and more attention is paid to the improvement of quality of life, the convenience of shopping process and the comfort of shopping environment.
Consumer acceptability
The footwear sales market is chaotic and leaderless.
Chain operation is a new thing, which can easily arouse people's curiosity.
The USP and rich corporate culture of the footwear industry can leave a deep impression on the audience.
Third, market research.
(A) set the object
"0! 10 years old ":This age group belongs to people who have no purchasing power or can't decide where to buy, so it will be excluded. "
" 1 1! 17 years old ":This age group is busy with their studies and/or entrance exams, but their autonomy or self-reliance is already very strong, which has become an important force influencing their parents' shopping decisions.
" 18! 28-year-old unmarried men and women: In the love season, they pay more attention to clothes and spend a lot in this respect, so they are important targets.
"29! 50-year-old married women: not only pay attention to their own clothes, but also decide "0! 10 years old "Er He Lian" 1 1! /kloc-Teenagers aged 0/7 and married men are the main buyers.
"29! 50-year-old "married man": This kind of people have heavy family pressure and heavy work, and don't spend much time shopping. At most, it is companionship, but it is a secondary object.
"Over 50": Except for special status (such as senior supervisor), we don't care too much about this aspect. But because shoes are a necessity, they are still a potential consumer group, and at most they are only listed as secondary objects.
(2) Market forecast
Import into the market: "18! 28-year-old unmarried men and women and 29! Married women over the age of 50 are potential target consumers, among which xx% of the upper-middle class are the main target consumers.
Growth market: add "1 1! The target population is 17 years old teenagers and the elderly over 50 years old.
Saturated market: add "29! 50-year-old married men, as the target group.
(3) Competitive environment
Competing object:
(1) All major shopping malls and surrounding shoe cities in the city are competitors, but most shopping malls are in a state of loss or debt, and the market offensive is not strong, so xx (brand name) should be listed as the main competitor.
(2) The shoe industry has a brand-new look and flexible management mode, so it should occupy or gradually expand the high, medium and low-grade consumer market of xx shoe industry.
Advertising power:
(1) Shopping malls such as XX (brand name) used to invest more in POP, but now they invest more in newspaper advertisements.
(2) The footwear industry should launch a high-density all-round offensive from three aspects: television, outdoor and newspapers.
Competitive analysis:
(1)xx (brand name) is the leading brand and has its own stable position.
(2)xx footwear industry is still in the early stage of introduction and brand promotion.
(3)xx (brand name) has achieved a temporary leading position in the shopping places of xx.
Fourth, consumer research (potential target consumer groups)
(1) Motivation to try a new consumption pattern.
Enjoy thoughtful service and fair price.
Feel the purchasing environment and cultural concept under the chain operation.
(2) Personality is easy to accept new things.
Pursue fashion and keep up with the consumption trend.
Shopping is very picky, but I don't care much about the price.
Pay attention to the quality of life and hope to be different.
(3) Accustomed to irregular shopping.
I like shopping.
Generally don't bargain with vendors.
Disadvantages and advantages of verb (abbreviation of verb) in marketing
(1) Disadvantages: The main competitors have occupied the market for a long time, and the market is strong, with sufficient financial resources and great market influence. Therefore, we must adopt a super-high style in marketing strategy and advertising performance, and use a high-density budget strategy to restrain competitors.
Consumers are used to shopping in department stores and general shopping malls.
(Solution) Guide consumers to establish a new consumption concept, and make them understand that one-sided pursuit of convenience will pay a double price of high price and inferior quality, thus disintegrating the existing strength of the competitive market.
The original goal was very big and difficult to achieve.
(Solution) Use offensive propaganda themes to win loyal customers, and use USP to win customers.
The product unit price is low and the development cost is too weak (solution). In view of the main target consumer groups, various offensives were taken to achieve the intensive effect of quantity and quality, and even after the successful landing of the first phase, the budget was increased to pursue victory.
(B) Advantage point chain operation, low cost.
Scale operation is easy to generate popularity.
Brand agent, no quality problems.
The operation of other shopping malls is flawed.
Good after-sales service to gain the trust of the audience.
Six, marketing channels
(1) Guiding principle of the lead-in period method: to carry out comprehensive high-density advertising, supplemented by unique marketing and promotion strategies. The following are X kinds of marketing strategies, which can be carried out simultaneously in an all-round way, or can be carried out selectively in conjunction with advertising promotion.
"Put on your shoes and come to xx!" In order to talk about the theme, with the help of advertisements in xx newspaper, promotional activities are carried out at the entrance or lobby of shopping malls to attract customers. Here, we need to work closely with attractive newspaper advertisements, exaggerated print advertisements and professionals in the clothing industry.
Give away a single cultural shoe: design and make decorative shoes with high personality, high expressive force and high cultural taste (which can also be worn) for customers, spread the cultural concept, business philosophy and business model of xx footwear industry, and expand sales to a certain extent.
Gift xx socks: according to the principle of complementary products, design and make exquisite xx socks and give them to customers. This is a small cooperative activity with many choices. ) essay activity: jointly organize an essay activity with the theme of "the story of shoes" with xx newspaper or xx Morning Post, and integrate family affection and love to carry forward xx culture and expand xx's social influence and social reputation.
Looking for shoes: "Looking for the oldest shoes" was launched in xx city and even the whole province, which set off a wave. You can check the historical features and so on, and then hold the "xx Shoes Culture Exhibition" on this basis.
"xx model" publicity month: hold "xx shoes" and "xx model" publicity activities in the company squares of xx city.
Public welfare activities: set up "xx convenience service station" at the police kiosk at the important intersection of xx city, set up water bottles, water cups, air pumps and other items, and contact laid-off workers to set up publicity points.
Exhibition tour in colleges and universities: in the form of sponsoring or undertaking "the first series of reports on employment training for college graduates in xx Province", the exhibition tour is held in colleges and universities in xx Province to publicize chain operation and promote the concept of xx.
If the activities can be arranged on the return of Macao and New Year's Day, the above activities can be combined with the general climate to expand the publicity offensive.
(B) growth path
After the lead-in period, this step is to conduct a comprehensive inspection and evaluation of the preliminary work, and then arrange a solid publicity and advertising offensive and long-term marketing strategy.
Seven, advertising creativity
(1) guiding principles:
The pursuit of being different and unconventional has strong attraction and shock.
(2) Formulate strategies
In order to create a high advertising attention rate, a very lethal negative attack method is used.
Emotional appeal and interest-driven method can induce consumer demand and accelerate purchase behavior.
Positive methods to improve differences.
In order to enhance the memory of the advertisement, the "one-step" sound effect and the outstanding performance of the font are used.
(3) advertising theme
Photo of TV article 1: A robust adult walks on a mountain path with a bag on his back, his face covered with sweat, but his steps are firm and powerful.
Voiceover:
"stride forward!"
Figure 2: A beautiful young lady and a man are dancing (especially girls), dancing beautifully and smiling.
Voiceover:
"Dance!"
Figure 3: A businessman in a suit and tie walks into the conference room with strong feet and a confident face.
Voiceover:
"The first step is brilliant!"
Figure 4: A group of children are playing games, singing the children's song "You shoot one, I shoot one, and I'm so happy in xx cloth shoes", which is innocent and lively and lovely.
Voiceover:
"Healthy growth!"
Figure 5: A football player rushes forward with the ball on the court, volleys vigorously and the ball is caught.
Voiceover:
"Step by step to win!"
(Note: The above pictures all set the feet of the characters as close-ups. )
Picture 6:
(XX logo) (subtitle) xx footwear industry, chain operation (subtitle superposition, color conversion) xx, in one step!
Voiceover:
(baritone, vigorous and powerful):
"xx, one step at a time!
Outdoor products scheme 1:
(1) Banners hanging on city lampposts:
"You know, xx (brand) came to our xx! Xx (brand name), one step at a time! "
(2) Design and production
A giant mold shoe, hanging in a conspicuous position in xx Square, can be marked with "xx, one step at a time!" And the xx logo.
Cars on the street: Mobile cars can reach every corner of the city, which will bring more information to more people.
Advertising words are set uniformly, and addresses can be added.
Product Marketing Plan 2022 Universal Edition (II) I. Planning Purpose
The plan mainly focuses on marketing financial products, including online banking, micro-credit cards and low-carbon credit cards. Its purpose is to expand the social influence of xx Bank, enhance its market position, raise its popularity and broaden its business scope.
Second, the marketing environment analysis
(1) Macro-environmental analysis:
1, political environment. At present, the political environment in China is relatively stable, and there are no serious economic and political conflicts and problems. State management ensures the credibility of banks for China residents and enables China residents to participate in online banking transactions with greater confidence. Alipay cartoons also have a broader distribution space. China strongly supports innovation and entrepreneurship, which provides good conditions for the development of micro-credit cards.
2. Natural environment. With the development of economy, human activities have brought great burden to the natural environment. The greenhouse effect caused by the massive emission of carbon dioxide makes people pay more attention to environmental protection. In order to implement Scientific Outlook on Development, it is an effective way to save energy and reduce emissions by adhering to the road of "sustainable development" and establishing "personal green files" for low-carbon credit card customers.
3. Economic environment. At present, the overall economic situation in the world is still grim. The international financial crisis poses a great threat to the growth of the world economy, and xx's economy also has great resistance. However, the domestic macro-economy is in a steady growth trend, the continuous development of the capital market and the change of residents' charging structure and financial management concept bring good opportunities, and the government's support for banks is still very strong. Online trading and encouraging entrepreneurship have greatly promoted the economic development of China.
4. Competitive environment. After China's entry into WTO, with the influx of international banking giants, world-renowned big banking groups such as xx have set up branches in xx, and their good reputation and excellent service have brought considerable strength to some domestic banks. Our banking industry must explore new development space, so at this time we started the development of online banking, micro-credit cards and low-carbon credit.
(B) SWORT analysis of financial products
1, advantages
(1) information advantage. The postal bank is located in xx. Because of its long-term service to the local market, the Postal Savings Bank has a close relationship with the local government and customers, is familiar with the economic and social situation within its jurisdiction, and has a good environment and market advantage.
(2) Policy advantages. The government should increase investment and preferential policies in rural areas to meet the requirements of new rural construction. Banks take it as their responsibility to support the development of agriculture, countryside and farmers and local economy, with clear principles and clear market objectives, and are easy to get local government support.
(3) Environmental advantages. Linfen's sustained and high-speed economic growth, environment and urbanization process.
(4) its own advantages. Since the reform and opening up, China's financial industry has developed rapidly. In the whole organizational system of financial institutions, small and medium-sized banks are the fastest growing and most dynamic groups. They are active in the economic field with unique vitality and vitality, and their role cannot be underestimated. The rapid development of small and medium-sized banks' business scale, good economic benefits and gradual expansion of their business scope are their own development advantages.
2. Disadvantages
(1) popularity. A large number of interviews, questionnaires, telephone surveys and other forms show that the general public and small and medium-sized enterprises know little about the Postal Savings Bank. Small scale and poor convenience will also lead to the postal savings bank not being the first choice.
(2) consciousness. Xx Bank officially opened in 20xx 10, with low market awareness and inferior competitiveness compared with the four major state-owned banks.
(3) form. The business field is narrow, the product innovation ability is poor, it is impossible to make personalized and differentiated products for customers, and the business update to attract customers is not timely.
(4) the level of employees. Compared with other banks, the overall comprehensive quality of employees in xx Bank is not high, and the level of specialization is relatively weak.
(5) service level. Lack of effective marketing service system, after-sales service is not in place.
3. Opportunities.
(1) Strengthen product promotion and service promotion to expand market share. For example, interactive publicity can be conducted in schools, entertainment places and public places, so that more people can understand and come into contact with relevant financial products.
(2) The breaking of policy barriers has given small and medium-sized financial institutions in rural areas a huge development space.
(3) The world ecological environment is deteriorating day by day, and the development of low-carbon economy has become a global consciousness. Carrying out carbon trading is the only way for people to use market mechanism to lead the development of low-carbon economy. Under the background of low-carbon economy, xx commercial banks should actively respond to the opportunities and challenges brought by economic transformation, constantly promote financial product innovation, actively participate in the construction of xx carbon trading market, and gradually establish and improve a low-carbon financial system to meet the challenges of the new global low-carbon economy.
(4) In recent years, xx banking has achieved rapid development. Under the situation of economic globalization, xx banking is facing great opportunities: the opportunities brought by macro-control to the operation of commercial banks. Opportunities brought by the transformation of economic development model to commercial banks. In addition, many commercial banks take real estate development loans and mortgage loans as their main investment directions. Commercial banks should constantly look for new core customers in the process of enterprise development model transformation, which may include new materials and new energy, and these industries will have better prospects in the future.
Step 4 threaten
(1) Under the influence of the world financial crisis, the world economy is still not out of the trough.
(2) With the entry of foreign banks, the market competition of many newly established small and medium-sized banks is more intense.
(3) Restricted by the current policies in some places, the expansion to other areas is restricted.
(C) Analysis of market competition
(1) China's commercial banks are an important pillar of national economic development, the market foundation of financial macro-control, and play a decisive role in the national economy. With the accelerated development of economic globalization and financial integration, commercial banks in China will be more and more impacted by foreign banks and the global economic crisis.
(2) State-owned commercial banks occupy an absolute monopoly position in China's financial system, which makes small and medium-sized banks face realistic market competition pressure. Unfair competition is bound to occur in a highly monopolized market, and the small and medium-sized banking system is facing great challenges. In recent years, due to insufficient market share, weak capital and low electronic level, domestic small and medium-sized banks have three major ills: the proportion of their own funds is seriously insufficient. The quality of credit assets is low. The business variety is single and the profit level is low.
(3) In order to maintain the advantages of competitiveness, we must make clear the state of competitiveness, constantly diagnose, cultivate and consolidate competitiveness with the changes of environmental factors, and maintain and expand the distance between the owners of competitiveness and competitors. Otherwise the competitiveness will be imitated or even surpassed. Therefore, the premise of doing this work well is to establish a scientific and reasonable evaluation index system and make a timely and correct evaluation of comprehensive competitiveness. Not only will the public understand the characteristics and advantages of various businesses of small and medium-sized banks, but banks themselves can also clarify their competitive advantages and market position.
(D) corporate image analysis
Xx bank was formerly known as xx savings. Adhering to the fine tradition of people's post and serving the people, the bank gives full play to its geographical advantages, popularity and mechanism, takes it as its own responsibility to support the development of agriculture, rural areas and farmers and local economy, closely revolves around the business philosophy of "market-oriented and customer-centered", establishes and improves the modern enterprise system, clarifies the market positioning, and relies on modern scientific and technological means to accelerate the innovation of financial products and services, highlight personal business and retail business, and fully serve the people.
Third, the analysis of the problems faced by the market
(1) Strong competitiveness:
In addition to state-owned banks, there are many small and medium-sized banks in xx, such as xx, and some large foreign banks, such as xx. In contrast, xx Bank has great shortcomings in popularity, product innovation ability and service system.
(2) poor innovation ability:
At present, one of the main challenges facing xx Bank is product innovation and service innovation. It is found in the survey that financial products such as online banking and micro-loan cards of xx Bank exist in many banks, which are very common and not unique.
Fourth, the goals achieved by marketing planning.
1. Enhance its popularity, pave the way for the bank's better development in the future and realize its ultimate goal of "becoming a national rural cooperative bank".
2. Follow the tenet of "based on local conditions, supporting agriculture, countryside and farmers and serving the community".
3. Establish a better corporate image, have a sense of social responsibility, adhere to Scientific Outlook on Development and take the road of sustainable development.
4. The concept of environmental protection and green bank is deeply rooted in people's hearts.
Verb (abbreviation of verb) market strategy
(1) online banking:
1, an online banking channel that provides financial services such as account inquiry, transfer and remittance to individual customers of xx Bank through the Internet, and its brand is xx. By advertising in crowded places such as buses, schools, hospitals and commercial streets. During the promotion period, the minimum handling fee for inter-bank transfer is X yuan, and the transfer in the system is free of certificate and annual fee, and the discount of giving away xx for free is given, so that more people can understand the special business of xx Bank.
2. Opening online banking will reduce certain fees, such as U shield cost and password renewal fee. At the same time, free online banking will be given during the promotion period, and extra points will be earned for promoting online banking services.
3. Online banking can be bound with family members. If one of the family members is short of cash in the online payment card after handling the family card, they can jump directly to other family cards for accumulation without charging any handling fee. At the same time, mobile banking can be bound at the same time.
(2) Small loan card:
1. Facing the promotion of major universities and small and medium-sized enterprises, we encourage aspiring young people in major universities who want to start businesses, encourage and help these people with ideas, and let them use small loans to realize their entrepreneurial dreams.
2. Promote micro-credit cards in schools and surrounding entertainment places, and the main financial products should be well-known. Because of advocating green consumption and environmental protection, students can write their own imagination of the future by issuing renewable environmental protection paper bags, and then they can give away paper bags with relevant introductions of micro-credit cards.
3. For the loans of small and medium-sized enterprises, there are preferential policies to actively encourage them, which can provide a platform for enterprise information exchange. Partners with the same idea can borrow money from xx Bank to start a business.
(3), xx Bao comics:
1. Based on the background of xx Bank and xx Rural Credit Cooperative, we will continue to develop harvest cards, quickly integrate into the new background, and enter a society with rapid economic development. According to the preferences of young people, we have added Alipay function to Harvest Card, which makes Harvest Card more suitable for consumers of all ages, wider in scope and more convenient and quick to use.
2.xx cartoons can be opened through bank counters, online and mobile phones, which is more convenient for customers to use.
3.xx comics can cooperate with foreign websites. At present, online shopping is limited to China. If you want to buy goods from foreign websites, you usually buy them from abroad. We can take this as a breakthrough and take the lead in cooperating with some foreign shopping websites to improve the bank's characteristic services.
(4) Low-carbon credit card:
1. Low-carbon credit cards use environmentally-friendly packaging materials and make rational use of renewable resources.
2. Low-carbon credit cards will get points for every sum of money spent, which will be included in the "personal green file" and a personal green fund will be established to use the accumulated amount for environmental protection.
3. The combination of low-carbon credit card and xx tourism. Print the special scenic spots of xx on the card, such as different landscape patterns such as xx. Advocate green tour X, and suggest a family to go out after studying and working, enjoy the beautiful scenery, enhance environmental awareness and enjoy their healthy life.
4. Join hands with xx universities. College students are most likely to accept new things, cultivate their awareness of environmental protection, and at the same time expand the influence and circulation of low-carbon credit cards in banks and increase the income of banks.
5. Set up a "hand in hand" package, where more than X customers apply for a credit card at xx Bank together, that is, the annual fee is free, and the credit line can be increased according to a certain proportion on the basis of the original repayment ability. The more people handle it, the higher the proportion.
Sixth, the specific implementation methods
1. Simplify the complicated procedures in the business hall, cancel some unnecessary intermediate links, and improve work efficiency. Improve the network system. If you can handle business directly on the Internet, write down the specific operation process on official website to save time.
2. Expand the scale of the enterprise and add multiple outlets within the scope of xx.
3. Publicize the enterprise, make it a household name, make a series of publicity advertisements combining green tourism on public transportation and TV, and go deep into universities and enterprises to promote the brand.
4. Improve the after-sales service mechanism, take different measures for old customers and new customers, attract new customers and retain old customers. Once there is an internal adjustment in the bank, it should be notified in time, and the promotion of new business should be publicized to every customer in time.
5. For some other customer groups, banks can promote sales by taking the initiative to come to the door, telephone or email.
6. Organize some activities with the theme of environmental protection in colleges and universities, and at the same time vigorously publicize the "low-carbon" characteristics of our financial products, and vigorously promote financial products such as xx, so as to cater to the current green, environmentally friendly and fashionable consumption concept of young consumers and successfully open the college student market.
7. Actively encourage college students to start their own businesses and lower the threshold for handling small loans. By holding some lectures on self-employment, it can be made famous among college students.
8. Encourage farmers to take the road of agricultural modernization. Due to the low level of education of farmers, banks should increase their propaganda efforts in agricultural modernization, and can stimulate farmers' interest by playing promotional videos, so as to successfully enter the rural market with micro-credit cards.
9. In the form of marketing, banks can promote sales through active door-to-door, telephone and email.
Eight. cost budgeting
A little.