1, the development plan of building materials company can first describe the development status of building materials industry. 2. Secondly, it can describe the overall goal and business plan of the development plan of the building materials company. 3. Finally, we can describe the future marketing strategy of building materials company and some requirements for employees.
Development Planning of Fan Building Materials Company
First, the current situation of building materials industry
2 1 century, China building materials market has a huge development space. Hundreds of thousands of local enterprises are engaged in fierce fighting, and a large number of powerful international well-known building materials enterprises also covet the huge cake in China market and begin to enter China one after another, with fierce competition. The whole building materials marketing is generally in a very chaotic situation. Compared with other industries, China's building materials market and building materials marketing brands are numerous and the market concentration is extremely low. Industry leaders often can't occupy 10% market share, which is in sharp contrast with the market share of household appliances, automobiles, fast-moving consumer goods and other industries that are highly concentrated in a few leading brands, reflecting that the overall marketing level of the building materials industry is low, and enterprises generally lack economic scale and strong enterprises and leading brands that can lead the market. Secondly, the circulation and channel model is complex. How to choose and coordinate building materials wholesale market, building materials mall, brand stores, super terminals, real estate companies, direct supply from engineering decoration companies and community interception has become a pain in the hearts of building materials enterprises, especially with the emergence and rapid development of foreign building materials retail giants such as B&Q and Obeidi, as well as local oriental home and Haomeijia, the traditional circulation mode of building materials is facing a severe test; Moreover, consumers' cautious behavior is greatly influenced by intermediaries such as design and construction, so it is difficult to make effective arrangements for communication and communication strategies, and there are great obstacles to brand building. These problems all stem from the particularity of building materials products: building materials products are a kind of special products with strong consumption planning, long purchase and consumption cycle, high single purchase amount and great influence by intermediaries (designers, builders, etc.). ), its consumption behavior characteristics are different from daily consumer goods and industrial products. Therefore, through the systematic integration of brands, products, marketing organizations, communication, channels and sales terminals, we should comprehensively improve the marketing management and strategic level of enterprises and create more well-known enterprises and strong leading brands in the building materials industry.
Second, the bathroom cabinet market background analysis and competition analysis
Bathroom cabinets originated in Europe, popular in Europe and America, and developed in China in the mid-1990s. In the past, the bathroom and humidity were closely linked, so it has always been the world of cold tiles and sanitary ware, and wood products are afraid to get involved. However, with people's attention to bathroom space, the desire to dress it up as warm, tasteful, more fashionable and more personalized has inspired designers, and exquisite bathroom cabinets have attracted people's attention and entered life. Bathroom culture guides people's future lifestyle, and bathroom cabinets lead the fashion of home consumption.
(1) According to professional data, there will be 300 billion kitchen and bathroom market space in China in the next five years, and the proportion of kitchen and bathroom products will increase at a high speed below 20% almost every year. The overall growth rate of bathroom will reach 26%, and the growth rate of bathroom cabinets will be as high as 40% or more, with huge development space and great potential.
(2) There are two production modes in the bathroom cabinet industry: one is to entrust some well-known brands for OEM production; The other is independent development and independent production.
(3) Bathroom cabinets are made of man-made boards (including plywood, particleboard, fiberboard, medium density fiberboard, moisture-proof board, joinery board, etc.). ), PVC board, solid wood, painted or veneered (including veneer, crystal board, etc.). ).
(4) Compared with the bathroom industry, bathroom cabinets are brands with low entry barriers, rapid development and high profits in emerging industries, and there is no national popularity in the market. Due to the trend of profit, many large ceramic bathroom enterprises aim at the bathroom cabinet industry, extend their brands by using existing brand resources, and produce bathroom cabinets that match their products; More and more enterprises with no strength are rushing headlong into it, blindly intervening, and the market was once stirred up like mixed water. At that time, the competition in the bathroom cabinet industry began to become more intense, and new manufacturers were constantly involved. Due to the blind intervention of many manufacturers, in order to maximize profits, they do not hesitate to use inferior materials to reduce production costs and sell them at extremely low prices, resulting in uneven product quality and chaotic market competition. At present, in addition to the brand extension of ceramic bathroom brands, there are also brands specializing in bathroom cabinets such as Hecheng, Louis, TOTO, Panasonic, Wrigley, Emgrand, Danli, American Standard, Le Jia, Duravit and Kohler.
(5) product homogeneity is the most serious phenomenon, and none of them has core brand competitiveness; Domestic manufacturers and product types have not formed their own unique categories and characteristics, but are extremely similar, and more are repeated imitations, especially lacking understanding of the types, levels, characteristics and psychology of consumers in the bathroom cabinet market.
(6) The marketing strategies and means used by manufacturers and brands for market operation, dealers, engineers and end users are outdated, and they are more stubborn in price strategy. The deduction points and rebates of manufacturers are roughly similar, and few breakthrough marketing strategies cut into the market.
(7) At present, the well-known ceramic sanitary ware brands on the market have not extended the brand of bathroom cabinets. The reason is that the marketing of bathroom cabinets by well-known ceramic bathroom brands is mainly to support other ceramic bathroom products, and the product line is too long to carry out special marketing for this market segment. Moreover, the production is mainly commissioned processing, which can not guarantee the quality of products and after-sales service, but blurs the positioning of the original brand and hurts the original brand. Self-developed bathroom cabinet brands all have one thing in common: many brands, but few characteristic brands, vague positioning, lack of personality and promotion planning; The production scale is small.
Third, the brand planning of imperial eaters
Modern advertising attaches great importance to establishing the brand image of enterprises. Whether you can become a brand in numerous market competitions depends not only on the internal quality, but also on whether you can establish a unique brand image through advertising and corporate visual image. To this end, we comprehensively design the image and orientation of the royal family and give it connotation.
1. Brand positioning
(1) brand name
The name of "Royal Butler" is easy to read, remember and spread, which conveys the "international" enterprise spirit, gives people a sign of self-confidence and has brand affinity; The French word "A_L_Aise" is more imaginative, can be associated with fashion, luxury, taste and art, has the flexibility of development and extension, is simple and easy to read, and has the flavor of international brands.
(2) brand vision
Brand vision is not designed sitting in an office, and it must be tested and investigated from the outside to the inside. The integration of image power should first study the image power of competitors and the image expectation of target consumers. Instead of simple art design, the visual image in the industry is generally poor and varied, and there is no unique and powerful visual effect.
Through long-term market research and testing, it is found that among many colors, the most eye-catching ones should be deep purple and dark gray, which can give people a sense of modern nobility and attract people's attention to attract consumers' attention, association and attention. At the same time, deep purple and dark gray symbolize fashion, taste, nobility and rich artistic imagination, which is consistent with the brand positioning of Yushijia.
(3) Brand core competitiveness
Technological innovation and design innovation are the core competitiveness of imperial designers to catch up with international standards. With the continuous progress of the times and the continuous improvement of people's living standards, building materials products also need to keep up with the pace of the times and life, and technological innovation and design innovation have become an important part of industrial upgrading. Yushijia will devote itself to the fashion, artistry and internationalization of bathroom cabinet products, set up a design and R&D center, and hire excellent designers to take charge of product design and R&D, so as to maintain product innovation, constantly apply new materials and leading technologies, improve product substitution ability, widen the gap with competitors and new entrants, and lead domestic and foreign markets.
(4) brand positioning
In terms of brand positioning, Yushijia will lock in the strategy of high-end image, directly compete with many manufacturers for the market, and establish a strong image of Yushijia high-end brand (dealers and consumers have an intuitive impression: "Yushijia bathroom cabinets are good, but the price is a bit high!" This cognition has two meanings: first, the product price is high for consumers' purchasing power, and more importantly, from the perspective of cost performance, as a new brand, Royal Housekeeper can bear high prices. This price system has successfully realized and maintained Otsuka's brand positioning); At the same time, Gong also launched low-end products to grab a larger market share. So as to achieve the brand positioning of "classic art, international quality".
(5) brand image positioning
An international brand with fashion, high taste, artistry, excellent quality, dignity and sense of value.
(6) Brand advertising words (advertising language, slogan)
Royal family, happy interpretation of a new life.
(7) Company objectives
Create a first-class bathroom building materials enterprise
(8) The purpose of the company
Create a better living space
(9) Target consumers
A. General consumer group: The recognition of this consumer group is very low, basically in the terminal market. Promoters recommend products and experience to him (mainly about his price and quality assurance) and let him decide what brand to choose temporarily. B. Special consumer groups: successful people aged around 25-40 will pay attention to brands, and a few have stubborn brand buying habits, but a considerable part mainly rely on products recommended by promoters and experiential feelings (mainly brand awareness and style).
2. Brand objectives
(1) Long-term goal
A. Become a first-class brand in bathroom cabinet industry within three years.
B. Have a high degree of brand awareness, reputation and consumer satisfaction.
(II) Objectives for this year
A. brand support to achieve this year's sales target.
B. reach a certain popularity stage.
C. reach a certain stage of reputation.
Fourth, product strategy.
(1) product packaging
Product packaging is related to the grade of the product. In packaging design, while considering the cost, we should also reflect the connotation of high quality and high grade products.
(2) Product line strategy
According to different market segments and different product segments, it is an important means to guide customers and gain competitive advantage to consider designing products with different specifications, different materials and different series to make products personalized, differentiated and serialized. Therefore, we divide the product line into four categories: the first category is innovative series, which is positioned as "market-occupying" products and establishes the image of high-end products of Yuzhijia. Innovation series is the "star product" of Imperial Chamber. It is the key "profit-making" product for enterprises to pursue profits by promoting innovative series and driving the entire product line of Imperial Room. The second category is that fashion series is the core product of the royal family, and fashion series is established as the role of "quantity". The third category is modern series, which is positioned as defensive products that block competitors in the market. The fourth category is DIY (self-design) series. The truly consumer-centered personalized consumption will become the mainstream of the future market, and the positioning of DIY is to occupy the future market.
(3) the name of the product
Although the purchase form of bathroom cabinets emphasizes rationality, the use of bathroom cabinets is extremely emotional. The brand image of Yushijia pursues an international brand with fashion, high taste, artistry, excellent quality, dignity and sense of value. There is still much work to be done to gain consumers' recognition of Otsuka brand image. Members of the royal family think that every material in the bathroom cabinet room has a story, and it is an elf swaying in the wind. Every bathroom cabinet is alive, which is an extension of the spirit and concept of the royal family. So we give each bathroom cabinet a name or allusion, so that the cold still life has a rich and vivid image to infect customers. The development strategy of Royal Family's "high-end brand" determines a clear product combination idea, and is committed to creating a unique high-end brand of bathroom cabinets, thus becoming a leader in the bathroom cabinet industry.
Verb (abbreviation of verb) price strategy
(1) price positioning
In terms of price, the high-end products of Yushijia bathroom cabinet are the same as those of foreign ceramic bathroom brands, with little difference.
(The price is lower than that of foreign brands15-20%); The price of the low-end products of Imperial Eaters is comparable to that of general brands, which is very competitive.
(2) Price system
Regional total distribution price, distribution price, terminal retail price, terminal retail price limit, first project quotation, actual project quotation and export price. There is a price difference for each level, and the "price difference system" should be strictly implemented in the actual operation process.
(3) A unified quotation sheet is implemented throughout the country.
Sixth, channel strategy.
Mainly promote the distribution system, take the provincial market as the strategic unit, take each provincial city as the center of each regional market, and the network should reach the market of prefecture-level cities.
1. Form and system of channels
(1) Enter the terminal retail market (including professional building materials stores, large building materials supermarkets, and brand bathroom stores) in the form of exclusive stores and franchise areas, mobilize the terminal market to actively promote Yu Jia's products by appropriate terminal pulling methods, and form brand tension.
(2) Enter the engineering market (including decoration advertising companies, construction companies, real estate companies, design institutes, etc.). Due to the different market conditions in different places, imperial eaters will enter the market in the form of direct construction and total distribution of products.
First, self-operated stores can be used to establish brand image, develop, drive and serve regional markets; Secondly, it can promote the integration of resources between the royal family and the general distribution, and achieve the goal of a strong brand; The third royal family regards total distribution as a strategic partner for the sustainable development of enterprises. Royal family and dealers are closely related interests, and share the rich profits brought by the brand together.
Will focus on brand management.
(3) Adopt four distribution systems.
First, the provincial general distribution (responsible for the joint development of the province's products with the royal family investment, sales and brand promotion)
B. General distribution at prefecture and city level (jointly responsible for product sales and brand promotion in this area with the royal family)
C, special distribution (mainly for decoration companies, trading companies, design institutes and real estate companies with certain resources and advantages.
Companies, etc. ). In the initial stage of market development, you can purchase goods directly from manufacturers, and later from the local general distribution office, and you can also cooperate directly with manufacturers in the case of strong sales force.
D. building materials supermarket
2. Distribution network objectives
(1) Target Network Management Foundation
A, reasonable distribution of a certain number of dealer groups;
B. dealer groups that meet the "dealer qualification".
(2) Business philosophy
Develop distributors in major national target cities, establish their own sales network, improve brand awareness and expand sales and market share.
(3) network goal setting
A. According to the company management system, the national market is temporarily divided into several regions.
B, each region has a regional sales manager, responsible for development management.
C, market entry order
Advanced municipalities directly under the central government, provincial capital cities, and then prefecture-level cities; Secondly, first enter the rich cities, and then enter the first-class cities; Thirdly, enter the populous city first, and then enter the second-class city.
(4) the choice of dealers
According to the corporate philosophy, brand positioning and image of Yushijia, we will give priority to the distributors and agents of internationally renowned brands in various regions in the selection of distributors, and strive to cooperate with them. In other words, Yushijia brand will take the route of matching with internationally renowned bathroom brands.
Development Planning of Fan Building Materials Company
According to the industry situation, carefully divide the customer groups and find more corresponding customer lists, thus improving work efficiency.
One: For old and regular customers, we should always keep in touch, give some small gifts or entertain customers when we have time and conditions, and stabilize the relationship with customers.
Two: while having old customers, we should constantly obtain more customer information from various media.
Third, to have a good performance, we must strengthen business learning, broaden our horizons, enrich our knowledge, and combine business learning with communication skills in a variety of forms.
Four: I have the following requirements for myself this year.
1: More than < > new customers will be added every week, and there will be < > to < > potential customers.
2. Make a summary once a week and a big summary once a month to see what mistakes are made in the work, correct them in time, and don't make them again next time.
Know more about the customer's status and needs before meeting the customer, and then make preparations to avoid losing this customer.
There should be no customer's concealment and deception, so there will be no loyal customers. On some issues, you and your customers always agree.
We should continue to strengthen business study, read more books, consult relevant information on the Internet, communicate with colleagues and learn better methods and means from them.
6. Work attitude towards all customers should be the same, but don't be too modest. Make a good impression on customers and establish a better image for the company.
7. Customers can't ignore problems. We must try our best to help them solve these problems. In doing business, we must be a man first, and let customers believe in our work strength, so as to better complete the task.
8. Self-confidence is very important. Always tell yourself that you are the best and you are unique. Only by having a healthy, optimistic and positive work attitude can we complete the task better.
9. Have good communication with other employees of the company, have a sense of teamwork, communicate and discuss more, and constantly increase business skills.
10: strive to complete this year's sales task every month? Arrive? The task of 10,000 yuan will create more profits for the company.
Fan Wensan, development planning of building materials company
Shanghai Industrial Company is mainly engaged in selling metal materials, steel products, building decoration materials and financial investment. The company has three stone processing bases and direct sales department in Shanghai, and sales bases in Beijing, Yixing, Xi 'an, Chengdu and Hangzhou, with sales networks all over the country.
In terms of procurement channels, the company has established long-term cooperative relations with Jiangxi Mining Co., Ltd., Beijing Mao Yu Donglai Stone Co., Ltd., Shanghai Shi Feng Building Materials Co., Ltd. and Shanghai Dichuan Stone Co., Ltd. The procurement channels are reliable, stable and guaranteed, and the product quality meets the requirements of national standards.
In terms of sales channels, the company is not only committed to marketing cooperation with large enterprises and large projects, but also keeps close contact with small customers. The quantity and quality of small customers have increased month by month and achieved excellent results. The company has established good sales relations with Shanghai Jinshi Building Materials Co., Ltd., Shanghai Hao Min Stone Decoration Co., Ltd., Shanghai Xinli Decoration Engineering Co., Ltd., Shanghai Xinye Industry Co., Ltd. and Shanghai Hongtai Stone Engineering Co., Ltd., and the company's turnover has increased year by year. With the development of market economy, the demand for steel and stone materials in industries such as industry, real estate and construction is increasing, the business volume of the company will gradually increase, and the sales orders will also gradually increase.
Now the company has formed a scale, laying the foundation for the all-round development of the domestic market. Especially in terms of market expansion and new customer development, Wang Yi Company has left great influence in China. Sales increased month by month, the number of customers increased month by month, and the market share gradually increased. The reputation of Wang Yi's product sales in China has been greatly improved, which has laid a good foundation for Wang Yi Company to expand the domestic market, be innovative and realistic, and open up the domestic market. According to the foundation of last year, Wang Yi Company has a deeper understanding of the domestic market. Products need the market, and the market needs more suitable products. Therefore, according to the characteristics of the domestic market, Wang Yi Company specially invited people to design the sales image for the company, so as to improve the unified image of Wang Yi Company in the China market. With high-quality products, it has laid a stable foundation for further enhancing the popularity of Wang Yi Company in China.
According to the total sales target of 525 million yuan, set indicators by region, clarify responsibilities, implement people and link performance:
1. Divide sales areas. In different regions of the country, each region issues indicators, which are linked to performance through assessment, with clear rewards and punishments.
2. According to the distribution of sales network, it is required to vigorously promote the agent system and strive to open up sales agents in provincial capitals during the year.
3. Sales expenses and travel expenses shall be subject to the sales contract responsibility system.
4. Strengthen internal management and improve economic benefits;
① Financial cost of sales: Accounting is the key to the domestic market. Purchase, sale and storage should be clear, reflected in the monthly report and quarterly assessment, and strive to achieve the annual sales target of 525 million yuan and reduce the cost by 65,438+00.5%.
② Human resource management: according to the company's requirements and combining with the actual work of Wang Yi Company, we will provide corresponding personnel for each position. Check with scientific incentive mechanism, give full play to people's talents, love their jobs and be dedicated, and each employee reflects his personal value with his performance.
The company still has a lot of work to do and a lot of things to implement. To this end, we should closely focus on the company's work priorities, combine with the company's reality, assume the annual responsibilities, make due contributions to the realization of the company's strategic objectives, and strive to achieve annual sales of 525 million in _ _ _ _.
The above is what Bian Xiao shared today, and I hope it will help everyone.