New product promotion is to let target consumers know the functions and effects of new products in the shortest time, shorten the time of new product promotion, enter the growth period as soon as possible, and create benefits. How to write the marketing plan for new products? Here I'd like to share with you some marketing plans for new products, hoping to help you.
marketing planning scheme for new products 1
1. Selection of listing opportunity
Seasonal products should be listed in season and launched on holidays.
if competitors also launch similar new products, they can choose: a, enter first to gain the pre-emptive advantage; b, enter at the same time to share the advertising costs and risks; c, delay entry to save costs and reduce risks.
2. Selection of listing place
The listing place should be selected according to the characteristics of products and the market conditions of enterprises, such as listing in the core market or the place with the highest market share, listing in key cities, etc.
3. Selection of target customers
The target customers of new products should meet the following conditions:
a, early users of products
b, extensive use of products
c, and consumers who have favorable comments on products and have certain influence in society.
d, consumers who can be won with the least promotion expenses.
4. Selection of marketing strategy
Generally, the promotion of new products can be divided into three stages: the introduction period, the growth period and the maturity period, and the promotion strategy should be flexibly adjusted according to the characteristics of each stage:
● The key work in the introduction period: the formulation of the price system and the listing of new products. If it is a high-grade product that does not pursue high market coverage, it will adopt a high-priced skimming strategy; If it is a low-grade product and pursues high market coverage, it adopts low-price penetration strategy.
the promotion should be aimed at all aspects of channels, terminals, personnel and consumers, so as to improve the enthusiasm of channel purchase, terminal and personnel promotion and consumers' interest in repeated purchase.
products should be displayed in an orderly way with strong visual impact.
● key work in the growth period: after repeated purchases by consumers, the promotion plan of new products in the growth period is formulated. The main content of the plan is to do a good job of tally, keep FIFO and product freshness.
assessment focus: the pavement rate and vividness of products, the growth rate of new products, the promotion of market activities and the start-up of terminal sales atmosphere.
promotion focus: aimed at sales staff and consumers, make business personnel work harder to promote and make new products move towards higher sales targets. At the same time, train the loyalty of consumers.
● The key work in the mature period is to adopt comprehensive marketing methods to make the products mature as soon as possible.
The assessment focuses on: personalized display of products and personalized shaping of terminal brands.
● Increase investment
After the new product is put into the market in the early stage, if the market response effect is good, it is necessary to increase investment in the new product, so as to promote the product to mature as soon as possible and reduce the expense rate of the product. In addition, customers and offices should be encouraged and supported to invest in personnel, vehicles, advertisements and promotions. New product marketing planning scheme 2
1. Importance of WeChat marketing:
1. After the advent of the real dialogue marketing era, the Internet is all mobile Internet
2. The arrival rate of WeChat is 1%, which is higher than that of Weibo
3. WeChat marketing is close to the people and does not disturb the people, and users can choose and accept it with permission
4. WeChat is a call center with user management.
6. The killer weapon and competitive advantage of WeChat is 2 million users
2. The promotion purpose of WeChat marketing:
1. Expand the company's brand and product promotion, realize the precise marketing of customer interaction, and improve the advertising efficiency of products.
Third, WeChat marketing promotion plan:
1. Register an official public account on WeChat platform.
2. Generate QR code, expand the promotion of WeChat QR code, and apply for official certification.
3. Fill in the company product introduction and website link for the comments and personalized signatures of WeChat.
4. You can use Weibo, website and post bar. Online tools such as forums, spaces and media will promote QR codes, company information and website links to gain more subscribers and expand their influence like a virus.
fourth, the function of wechat marketing:
1. wechat customers can use it in Weibo, websites and post bars. If you get the QR code through online tools such as forums, spaces and media, you will see the company's product introduction and website links, and customers who need or are interested will be added.
2. The added customers chat with them one-on-one, and manage and comment with the customers associated with the product.
3. Push news information, product news and latest activities to designated customers from time to time through public platforms.
4. You can use Weibo, websites and post bars. Online tools such as forums, spaces and media will promote QR codes, company information and website links to gain more subscribers and expand their influence like a virus. Marketing planning scheme for new product launch 3
1. Implementation time of product promotion
2 _ _ _ _ _ June
2. Purpose of product promotion
The product was officially put on the market in June. The purpose of this scheme is to let more users (buyers and store users) know and experience the product quickly, and to strengthen the online and offline exposure, product experience and stickiness of the product.
III. Preparation before promotion
The products need to be packaged and put into the promotion carrier for display, design and promotion. The packaging carriers of the pre-product mainly focus on: official website (product and enterprise introduction), WeChat (product and self-media promotion), soft text (product and hot topic are packaged and then presented), online activity promotion planning (enhancing users' interest, experience, interaction and stickiness, etc.), etc. IV. Promotion plan
The promotion of the pre-product is mainly based on online exposure and offline activities. Through the online products, the specific offline experience promotion plan is preliminarily known as follows:
V. Backup scheme
The promotion effect is optimized and adjusted according to the promotion data tracking. If the optimized and adjusted promotion effect is still poor, the promotion mode will be stopped to avoid the waste of promotion expenses.
?