I. Promotion purpose

1, so that the target consumer groups can understand the functions and effects of new products in the shortest time, shorten the length of the promotion period of new products, enter the growth period as soon as possible and create benefits.

2. Let the target consumers have the desire to try out and gradually cultivate into brand loyalists.

3. Improve brand awareness and reputation.

4. Increase the sales of products sold on the website.

5. Consolidate the customer relationship of distributors, seize the high match between channels and terminals, and enhance the confidence and enthusiasm of distributors.

Second, the preliminary market survey

This market survey is mainly to provide scientific basis for the promotion of ecological mineral water in Taohua Island. The contents, methods and locations of the survey are shown in the following table.

Table on the implementation of market survey

Investigation content 1, in-depth interview with management.

2, marketing staff group discussion or questionnaire survey.

3. Channel investigation: the types and characteristics of mineral water sales channels, and the channel policies of well-known brands.

4. Terminal research: types and characteristics of mineral water sales terminals, terminal image, terminal display, terminal shopping guide, terminal promotion activities, etc.

5. Dealer survey: basic information of dealers, number and sales volume of brands, understanding of local mineral water market, and whether there are plans to distribute new brands, etc.

6. Consumer surveys: in-depth interviews, questionnaires, group discussion surveys, second-hand materials, etc. Understanding of ecological mineral water, familiar brands and main factors affecting purchase.

* * * * * area of the survey site.

Third, product strategy.

1, product positioning: brand positioning in the high-end series.

2. Price strategy

(1) Using monopoly and joining to keep the price of direct users unified is beneficial to brand image building.

(2) Ensuring a certain high profit for dealers can attract more dealers to join and improve the speed of market expansion.

(3) The product price is between the small brand and the big brand in the target market.

Fourth, product promotion.

1, advertisement

The company's advertisement for Taohuadao ecological mineral water mainly emphasizes product characteristics, practical value, brand differences and the benefits that consumers can get.

TV advertisements are mainly from municipal stations and county stations; Newspaper advertising is mainly for the early stage of investment promotion activities, and at the same time, with the help of industry magazines and industry websites, the ecological mineral water produced by our company is publicized, achieving the following effects.

(1) Establish product awareness and stimulate market interest.

(2) Enhance the corporate and brand image.

Step 2 promote

On holidays or weekends, we will carry out promotional activities in various forms to improve the popularity and sales of ecological mineral water in Taohuadao.

3. Event marketing

(1) Sponsor major events.

(2) Provide Taohua Island ecological mineral water for relevant groups free of charge. V. Listing arrangements for electric vehicles.

1, time to market: * * * *

2. Listing area: take Taizhou as the center and expand to the surrounding areas.

Verb (abbreviation of verb) terminal strategy

1. Some advantageous docks will be built to further enhance the influence of ecological mineral water in Taohua Island.

2. Strengthen the terminal image construction and improve the terminal sales force.

3. Improve the execution of terminal shopping guide.

Service strategy of intransitive verbs

1, open a service hotline to properly handle customer complaints.

2. Establish customer files

3. Ask for suggestions from customers, improve brand reputation and enhance customer loyalty.

4. Pay attention to pre-sale and in-sale services, and improve the customer churn rate.

Seven. Responsibilities of relevant departments

1, Investment Promotion Department: mainly responsible for the formulation of the overall investment promotion plan and the implementation of investment promotion activities.

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

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

4. Logistics Department: mainly responsible for the procurement of spare parts and the distribution of products.

5. Customer service department: mainly responsible for customer consultation on product technology and after-sales service.

VIII. Organization of work

The overall arrangement for the promotion of ecological mineral water in Taohua Island is shown in the following table.

Time arrangement of promoting ecological mineral water in Taohua Island.

New Product Promotion Plan (2)

I. Background analysis

The enterprise has been established for a short time, its varieties and specifications are not perfect, and its brand awareness is not high.

Homogeneity and business model in the industry go hand in hand, customers demand higher quality and price, and customers choose diversification. The pre-market sales network is not perfect and the construction access cost is too high. Integrity with merchants needs to be gradually established.

The concept of product communication is unclear, primary and secondary customers are unclear, and media resources are flooding. Resources that are truly suitable for enterprises are not conducive to discovery in a short time.

Second, the target group

Group buying by enterprises or organizations: main target groups

Individuals: auxiliary target groups

Third, the consumption trend analysis:

Fourth, product advantages.

(Functions, Selling Points and Advantages)

Verb (abbreviation of verb) product positioning and price strategy

VI. Innovative Mission under the Guidance of Product Quality and Marketing

Under the market economy, products that meet the demand will have their own market, and products that constantly pursue quality and innovation with social development or demand improvement are likely to occupy a larger market.

Products under the guidance of marketing

First of all, the main function of the product should correspond to the needs of the target group and meet the use of the target group; Secondly, the publicity and packaging form of products should correspond to the characteristics of products and the psychological needs of customers; Thirdly, increase the added value of products and respond to customers' potential emotional needs, such as service and culture;

Promotion method

(1) platform promotion

1, press conference

When a new product is launched, the news media will be called to hold a press conference. With the help of the news media and authoritative departments, the potential customers will know more about the company, enhance the corporate image and pave the way for the next public relations work.

2. Product exhibition

Make an image model room and invite enterprises and peers to watch the company's products. However, while loving to display products, we should give priority to the current popular products, supplemented by displaying advanced but possibly up-and-coming products, leaving customers with the impression of keeping up with the situation and having high-end R&D potential. The product exhibition can kill two birds with one stone, which not only won the recognition of customers, but also revealed its own advantages in the field of peers, laying the foundation for the next talent pool.

3. large-scale exhibition

First of all, we can participate in technology fairs or science and technology exhibitions, include our products in industrial fairs, and provide products in kind and detailed information. Introduce the products to other customers in detail. The purpose of doing this is to improve the visibility of our company, and we can also communicate with other customers, know ourselves and know ourselves, and win every battle.

4. Promotion of booths in loading malls (merchants)

Which belongs to the category of platform promotion. In an industry where consumer groups are not popular, using mass advertising media may not only waste an unspeakable 50% advertising fee, but also cost too much, and the newly established enterprises are bound to be overwhelmed. Finding the nearest shopping mall is nothing more than finding the biggest consumption resources. A new enterprise, a product relatively unfamiliar to consumers, stands on the same competitive platform with the help of shopping malls and brands.

The best thing about cooperating with merchants is that you can save the cost of finding, training and establishing maintenance service stations at the same time.

the spread of information

Resource pool marketing

We can use Plato's theory to get to the point, because 80% of a company's profits usually come from 20% of its customers. We can conduct a detailed survey of major customers, from which we can learn some desirable evaluations and requirements of our company's products, and we can provide customers with more perfect information to meet the requirements.

In addition, we set up a special telemarketing center (well managed and well divided, of course) to try telemarketing for some customers, or to conduct telemarketing first, and then send sales representatives to negotiate orders, or to call back customers who have formed cooperative relations and maintained them.

To open up our new market and new customers, we can get some information about customers, provide more detailed information, strengthen the promotion of our products and put forward some requirements to each other through the industry fair, such as mail or telephone.

(3) Access promotion

1, retail terminal

You can set up your own offices and sales terminals in first-and second-tier cities. The advantage is that you can get close to customers directly and communicate with customers easily, so as to deal with product price management and quality problems.

2. Network promotion and sales

Use personnel sales promotion, advertising and other means to meet the channel demand, so that products can quickly pass through intermediate links and achieve the purpose of distributing goods. In the network construction, we must first conduct market research on the target market, have a certain understanding of the market potential and maturity, and concentrate the essence of the major markets that are finally sorted out and directly entered, taking this as a model and taking this as a small central point to form a point-to-area radiation. Open a green channel for the terminal, create a sales atmosphere, create hot events, increase the weight of products on this basis, and naturally push products to dealers. In addition, for individual markets (such as the area where the factory is located or the well-known area), it is advisable to guard against attack and win it in one fell swoop when it is basically mature.

New Product Promotion Plan (3)

I. Market survey

Market research should be done before new products are promoted and listed. Market research helps our company to understand the market situation and find and use market opportunities.

Competition analysis: the mobile phone market is increasingly rich in brands, especially? Many brands of domestic mobile phones have also entered the ranks of intelligent development, so the phenomenon that the mobile phone market is divided up is very serious. Although famous brands occupy a large market share, from the reaction of some domestic mobile phones after listing, consumers are not very strong about famous brands in the mobile phone industry. As long as the functions are perfect and the prices are reasonable, they will be welcomed by the market. Therefore, the competition in the mobile phone market mainly depends on who can cater to customers' psychology, constantly introduce new products that are deeply rooted in people's hearts according to market development and different time and place, attract consumers' attention and stimulate their desire to buy. Coupled with a strong promotion strategy, it will definitely trigger a buying boom after the new machine goes on the market.

Our company can also use direct interviews as the main method, supplemented by indirect market questionnaires to conduct market research.

Interviews and inquiries can make a big fuss about the characteristics and functions of mobile phones. In recent years, various quality problems of China's mobile phone products have been exposed frequently, and people's demand for products with quality assurance has been rising. As a product of mass consumption, the quality of mobile phones is undoubtedly good.

When using questionnaires, we should pay attention to attracting the curiosity and interest of potential consumers to our products, and then stimulate their desire to buy.

Second, product positioning

Although our company's products are popular mobile phone products, we still need to define the product positioning and strive to create differentiation.

The function of differentiation is not only to make consumers realize the difference between our mobile phones and ordinary mobile phones, but also to make consumers think that our products are very different from other mobile phone products.

Only by establishing a unique image in consumers' minds can consumers immediately think of our company and our mobile phone products when they think of mobile phones.

Third, market positioning.

At present, our company's share in the whole mobile phone market is average, so we should try our best to avoid direct conflict with competitors with high market share and make steady progress in a down-to-earth manner. At that time, the first slogan of Mengniu development was "to be the second dairy industry in Inner Mongolia". Today, I finally got even with Yili in the industry. First face the modern youth market (college students, high school students, junior high school students, social youth), and then slowly expand the market.

Fourth, price positioning.

Take Nokia mobile phone as an example, its price positioning should be higher than that of ordinary mobile phones, but it should not be too high. Although high prices can attract high-end consumers, after all, they are very few, and most high-end consumers are still keen to consume middle-priced models. On the first day or the first week or even the first month, the price of a new product can be set as low as that of a general mobile phone to attract more potential consumers. At the end of the promotion period, the expected pricing will be restored with the high cost performance provided by the mobile phone price of this product.

Verb (abbreviation of verb) brand positioning

World famous brands have their own brand stories. Since our company takes our company's model as the brand, it is necessary to tell a brand story with the color of this model, preferably the story of celebrities and mobile phones. The purpose of brand story is to make consumers and potential consumers feel that your company is a company with history, culture and connotation, which invisibly shapes a good company image in consumers' hearts.

If you choose to publish on holidays, it will naturally target students and young people. Therefore, the positioning of the new machine should be formulated around the consumption characteristics and preferences of such groups to cater to their psychology and achieve the purpose of debut promotion.

(1), appearance: beautiful and fashionable, and it is best to use bright colors to attract attention.

(2) Functions: define functions according to young people's preferences and habits, such as powerful games, and support simulator games; Short message input is convenient, and it is best to support handwriting; It has a music player and a video player, and supports music and video files in common formats. Some functions of business mobile phones, such as sending and receiving emails, can be ignored. In this way, the research and development cost of the new machine is not high, and it can occupy an advantage in price.

Sixth, promotion means.

1, pre-publicity:

Entering the campus half a month before the start of the winter vacation, the first shot of the new machine was fired. During this period, we mainly instilled the information of the new machine into their lives, forming a preliminary foreshadowing, and let everyone realize that our brand is about to launch a new mobile phone and has already advertised. With this awareness, they will naturally think of our brand when considering buying a mobile phone. The main forms of activities are:

(1), sponsor student activities in universities, draw the brand closer to students through activities that are deeply rooted in people's hearts, and publish information about new mobile phones in them, so that they have preconceived ideas. For example, in the middle of a party, the business representative expressed his wishes to the students and said, "In order to help you use fashionable but low-priced mobile phones, we have specially developed a new mobile phone. Welcome everyone to pay attention to this mobile phone." Or publish information such as the model of the new mobile phone in the form of a banner on campus. Of course, considering the examination arrangement of the school and other factors, this activity should start ahead of time.

(2) Entering the middle school market, considering that the scale of middle school activities should not be too large, try to publish information in the shopping malls around the school or places where advertisements can be published, thus causing massive publicity around, affecting students' activities and causing visual impact.

2. Shopping mall activities:

Promotion: Make feasible promotion strategies according to the cost. For example, students can enjoy certain discounts when purchasing this machine with the university admission notice; Middle school students can enjoy certain discounts with their student ID cards; Other young people do not enjoy preferential prices, but they can get free gifts, which can be mobile phone accessories and mobile phone cases printed with the brand logo, or electronic products of other brands such as card readers that cooperate with our company;

3. Activities outside the mall:

(1), forum.

(2) Joint marketing and sponsorship of sports events.

4. Promotion is usually beneficial to consumers. Companies should not pay too much attention to short-term costs, but should consider long-term benefits. Promotion is conducive to improving product awareness and increasing sales.

(1) Coupon: Every time consumers spend a certain amount, they will give a certain coupon to stimulate the growth of product sales.

(2) Giving away free goods: The company can stipulate that every time consumers buy a mobile phone, they can attach mobile phone accessories.

Give gifts to attract and cultivate more consumers.

(3) Discount: This method should be adopted during holidays or celebrations. Don't take too many discount activities, so as not to leave consumers with a bad impression that the company's products are of poor quality and can't be sold, and they are frequently discounted after the backlog. For example, the discount on May 1, 11 and New Year's Day is not only a simple business activity, but also allows consumers to have respect and goodwill for the company, thus cultivating more loyal consumers.

(4) Advertising and Internet: Considering that our company is not very large at present, the advertising cost is too high. Our company should avoid high-cost advertising platforms such as TV, portals and newspapers. Our company can set up its own website to display its main products, which will not only help reduce advertising costs, but also attract more customers.