New product promotion programs

2016/08/09 13:41:31 網誌分類: 未分類
09 Aug

 

Option One: new product promotion programs

 

Name Peach Blossom Island ecological mineral outreach program

 

First, the purpose of promotion

 

1. So that the target consumer group awareness in the shortest possible time new product features, effects, shorten the length of time to promote new products, and into the growth stage as soon as possible, and c reate efficiency.

 

2. The target consumer group's desire to produce a trial, and gradually it developed into brand loyalists.

 

3. Increase brand awareness and reputation.

 

4. Increase sales site selling point of the product.

 

5. Consolidate customer relations via dealers, to seize the high Distribution channel, terminal, to enhance the confidence of dealers and enthusiasm.

 

Second, pre-market survey

 

The market survey is mainly for the Peach Blossom Island ecological mineral water to provide a scientific basis for promotion. The contents of its investigation, survey methods and survey sites listed below.

 

Market survey implementation Fact Sheet

 

1 survey content. Management depth interviews

 

2. Marketers focus groups or surveys

 

3. Channel Survey: mineral water sales channel types and characteristics of well-known brand channel policy

 

4. Terminal Survey: mineral water sales terminal type and characteristics of the image of the terminal, display terminals, terminal shopping guide, terminal promotional activities

 

5. Dealer Survey: Dealer basic situation, the number of brands and sales agents, the local mineral water market knowledge, whether there is a new brand of marketing plans

 

6. Consumer Survey: mineral water on ecological awareness, familiar with the brand, the main factors affecting the purchase method of investigation in-depth interviews, questionnaires, focus group investigations, and other secondary sources

 

Regional survey sites ________________________

 

Third, the product strategy

 

1. Product Positioning: brand positioning in the middle-grade series.

 

2. Price Strategy

 

(1) the use of monopoly, to join direct users to maintain a unified price, is conducive to brand building.

 

(2) ensure that dealers in certain high profits, you can attract more dealers to join, to improve the speed of market expansion.

 

(3) small price between brand and target market on big brands.

 

Fourth, product promotion

 

1. Advertising

 

The Company for the Peach Blossom Island ecological mineral launch advertising, the main emphasis on product characteristics, practical value and brand differentiation and consumer can get benefits.

 

TV advertising in the municipal and county level desk-based units; newspaper advertising primarily for investment and promotion of the early rally, while the full use of trade magazines and industry websites of the company's mineral water Taohua Island Oh ecological publicity, in order to achieve the following effect.

 

(1) establishing product awareness and stimulate buying interest in the market

 

(2) enhance corporate and brand image

 

2. Promotions

 

Promotional activities on holidays or weekends, activities take various forms, to improve mineral water Peach Blossom Island ecological awareness and sales results.

 

3. Event Marketing

 

(1) Sponsorship activities have a significant impact

 

(2) for the relevant groups to provide free mineral water Peach Blossom Island ecological five electric vehicle market arrangements

 

1. Time to market: ______________________

 

2. Listed Area: Taizhou as the center, extended to the surrounding areas.

 

Fifth, the terminal strategy

 

1. The terminal built some of the advantages, and further improve the Peach Blossom Island ecological impact of mineral water

 

2. Strengthen the image of the terminal building, improve the terminal sales force

 

3. Improve execution terminal shopping guide staff

 

Six, service strategy

 

1. Service hotline, and properly handle customer complaints

 

2. Build customer profiles

 

3. Ask the customer recommendations to improve brand reputation, strengthen customer loyalty

 

4. And pay attention to the pre-sale services, improve customer turnover rate

 

Seven, responsibilities of relevant departments

 

1. Merchants Division: Executive formulation, investment activities primarily responsible for the overall investment program.

 

2. Marketing: responsible for market research, marketing planning and advertising management.

 

3. Sales: sales are mainly responsible for product, industry and customer feedback line information collection.

 

4. Logistics: mainly responsible for spare parts procurement, product distribution.

 

5. Customer Service Department: responsible for customer consultation, after-sales service work on the technical aspects of the product.

 

Eight, the progress of work

 

Peach Blossom Island for the promotion of eco-mineral content is generally arranged in the following table.

 

Peach Blossom Island ecological mineral promotion schedule

 

Time working arrangements

 

____ Month ____ - ____ month ____ adequate preparation and market research

 

____ Month ____ - ____ month ____ s elect local newspapers, magazines and websites to promote its ____ month ____ - ____ month ____ day gift products appropriately reported to the part of the crowd and make ___ _ ~ month ____ ____ calling for the end to carry out promotional activities.

 

 

Option Two: new product promotion programs

 

I. Background Analysis

 

Established a short time, varieties and specifications to some extent, it is not very perfect, the product brand awareness is not high.

 

Homogeneity, business model within the industry to follow each other, customers in the choice of quality and price more demanding customers varied. Early imperfect market sales network, building access costs too high. And the integrity of the business need to gradually build.

 

Spread on the product concept is not clear, primary and secondary customer is not clear, the proliferation of media resources, a true enterprise resources in a short time is not conducive to discovery.

 

Second, the target groups

 

Businesses or organizations buy: The main target groups

 

Personal: secondary target group

 

Third, consumer trends analysis:

 

Fourth, the product advantages

 

(Function, selling, points of interest)

 

Fifth, product positioning and pricing strategy

 

Six, product quality and innovation-oriented marketing mission under

 

Market economy, meet the needs of the product will have its own market, and the constant pursuit of quality and with the increasing demand and social development or innovative products possible occupy a larger market.

 

Under the marketing-oriented products

 

First, the main function of the product to correspond with the target group with the demand, meet the target group; secondly, promotion and packaging products to the product characteristics want to cope, and with the psychological needs of customers corresponding; again, increase product the added value, the potential demand echoed the feelings of customers, such as service and culture;

 

Promotion Measures

 

(A) Promotion Platform

 

1, press conference

 

In the new product launch, held a press conference convened by the news media, with the news media and the authorities, to improve understanding of the potential customers of enterprises, enhance the corporate image and pave the way for further public relations work.

 

2, product exhibition

 

Generated imagery showroom, businesses and peer invited to watch the company's products, but in the love of display products, should be based on current popular products, supplemented display advanced but there may be a rising star products to customers only hot pursuit situation, but also with high-end R & D potential impression. Product exhibition can get two in one fell swoop, both by the customer's identity, but also in the field of peer revealed their own advantages, laid the foundation for the next talent pool.

 

3, large-scale exhibition

 

First, you can participate in technical or scientific exhibition fairs, our products included in the Industrial Fair, kind and provide product details. Other customers in product details, purpose of doing so can improve our company's reputation, but also to communicate with other clients, to know ourselves and win every battle.

 

4, fitted sheet mall (business) Promotion Booth

 

Belonging to the platform to promote the category, not the consumer groups in a popular industry, through the mass media advertising may not be wasted just can not say that 50% of advertising costs, and the cost is too high, the newly established enterprises disproportionate burden. Find their closest mall, nothing but also found the largest consumer of resources, a new enterprise and consumers still relatively unknown commodity, with the mall and brands stand on the same platform competition.

 

Cooperation with the business the best thing is to be dispensed with his find, training, establishing cost-year service station.

 

(B) the dissemination of information

 

Marketing Resource Library

 

You can use the theory of Plato, seize the key, because 80% of a company's profits generally come from 20% of customers, large customers we can carry out a detailed investigation, from where they can learn some of our products some of the comments and desirable requirements, we can then provide better information to meet customer requirements.

 

In addition, we set up a special telephone marketing center (of course, have a good management and detailed breakdown), on the part of customers to try telemarketing, or pre-sales calls, send another sales representative to discuss the order matters, or have formed partnerships customers, conduct telephone interviews, relationship maintenance.

 

We open up new markets for new customers, we can get some customer information through the Fair, such as Email or telephone, to provide more detailed information, increase efforts to sell our products, ask some other requirements.

 

(C) promote access

 

1, the retail terminal

 

In a class, second class cities to set up their own offices and sales terminals, the advantage is direct access to customers, facilitate communication with customers, and then the product price management and quality process.

 

2, network marketing and sales

 

Using personal selling, advertising and other means to meet the access needs, so quickly through the middle part of the product to achieve the purpose of the Distribution. Network construction, should be the target market to conduct market research, market potential, have a certain understanding of maturity, will finally go the whole a good focus on major markets essence forces stationed directly, and as a template to c reate this as a small surface emission center point. Terminal open a green channel, to c reate an atmosphere of sales, manufacturing hot events, increase product weight on this basis, the logical product push to distributors. In addition, individual markets (such as plant or area where a high degree of awareness of the region), the benefits do not benefit defensive attack, should be ripe when winning.

 

 

Option Three: new product promotion programs

 

New products should use the pre-round, three-dimensional, hard, soft market promotion in the terminal stores SP operation as follows:

 

I. Objectives:

 

1, direct contact with the target customer base, the rapid spread of the product concept, product interest points. (Two months unchanged)

 

2, so that the target consumer group awareness, understanding, try and experience new products.

 

3, so that the target consumer group awareness to what he needs to guide, educate consumers.

 

4, manufacturing hot shopping malls, community hot, hot city.

 

5, to attract a large number of the target consumer group.

 

Second, the theme: family-friendly you and me --- draw big promotions

 

Third, Activity: New Product Introduction of

 

Fourth, activities

 

A) arrangements for the mall:

 

1, with two excellent promotional staff, introduce products to customers, companies, agents and consumer monitoring concept, strengthen the company's products to the customer point of interest.

 

2, playing of consumption monitoring feature films, preferably with a large television.

 

3, can engage in a mini mall conditional knowledge quiz "draw big promotions, family-friendly you and me" activities.

 

Activity steps:

 

1) Sales counter products issued information to the customer, and the initiative to inform us during this time the raffle prize quiz, after reading the data to answer a question correctly can draw a hundred percent winning rate, as well as awards - counter products (to be determined).

 

2) Gifts: Gifts general points and a prize (counter products), general gifts for the company made a small gift (to be determined); Award for the counter products which one, every day there are prizes, drawn replenish another day.

 

3) set up a special counter next to the draw box, which is equipped with two colors of table tennis, yellow ball which only one, the other is the white ball 49; a set of card issue, there are 40 question cards (the best prepared working 100).

 

4) Rule: to draw the correct answers; only one chance to draw; pumping white ball to commemorate the award, the yellow ball is drawn Award; 100% winning, every day award.

 

4, consumer surveillance products into the mall DM.

 

5, POP advertising site.

 

Principles: simplicity reflected in consumer monitoring product information, promotions and big lottery information.

 

B) outside the mall SP:

 

1, the side of the main door of the mall provided a propaganda point, sales staff (Miss) has always been a customer for each mall to promote its consumption monitoring products, and locating and sweepstakes matters counters.

 

2, the main gate at the mall hanging a banner: Congratulations consumption monitoring counters grand opening. Or two vertical banner hanging from head: "I wish ×× company July export industry first"; "I wish ×× consumption monitoring counters grand opening"

 

3, at the mall hanging space two floating air ball, and hung two banners.

 

C) Urban Community Promotions:

 

This community marketing programs to local conditions should be considered to operate.

 

1, Community Choice: Internet Marketing Forum

 

1) is preferably in the range near the counter, so that you can form three-dimensional pulling in the region, highlighting each other.

 

2) must be in the vicinity of counters, upscale community, which is the target consumer group gathering, where promotional, can be said to play a "multiplier" effect.

 

3) Subject to the conditions described above, s elect the 1-2 home communities (mid-range, high-grade each one) pilot, after the success of the pilot, and then promotion, replication, and then standardized urban communities operate.

 

2, community promotion targeting

 

1) community promotion, must reflect the company's overall strength of the local brokers, brand image; reflects the manufacturers, brokers long-term, safety, professionalism target consumer groups and services; reflects the promotion of humane, family oriented, family-oriented; promotional embodied integrity, unity, coordination.

 

2) nature of Community promotion to boot the target consumer group, to focus on education, survey-based, interactive information for flexible adjustment.

 

3) so that the target consumer group wholeheartedly experience trial.

 

3, Community Promotions

 

1) Community Activities:

 

A. Topic: new fashion love on your side

 

B Location: major, upscale community

 

C time: after the counter opened a week is generally scheduled on Saturday, Sunday day of rest. Internet Marketing Forum

 

D propaganda model: a drag N (N is determined based on the actual situation), "a" main propaganda point for the community, "N" for the second propaganda points.

 

E creative activities: community, it is clear that she is home integration paradise, where you can always to a warm recollections A caring A quiet, where you can see the family's "look" of the house of the soul, connotation family; to understand where people and nature blend in with the rest as partners, in the experience of life! So here we are to "do as the Romans", respect their quiet life principles. As long as we do lightly, softly, softly to show, to demonstrate lightly. At the same time, our activities and home to melt, so that they feel the sales staff smiling, friendly, caring, let them find interest in activities, get open, so that they find the "home" feeling at the event, so that they naturally guide the education of knowledge, understanding, interest, led to the need, and even buy the products.

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