Product Marketing Plan Template Sample General

The new product out, the next step is to face the masses, sales to the masses, then, you want to good product sales plan? The following is a "Product Marketing Plan Template Sample General", which is only for reference, welcome to read this article.

Product marketing plan template generic (a)

First, the purpose of planning / overview

The start of the enterprise, there is no systematic marketing strategy, and therefore the need to plan a set of marketing plan according to the characteristics of the market.

Second, analyze the current state of the marketing environment

(a) analysis of the market situation and market forecast

1. product market, the real market and potential market conditions.

2. Market growth, the product is currently in which stage of the market life cycle. For different market stages of the product company marketing focus on how the corresponding marketing strategy effect, the impact of demand changes on the product market.

3. Consumer acceptance, this content requires planners to analyze the product market development prospects with the information they have.

Such as xx a brand of mouthwash ""xx sales and advertising plan" in the planners to xx into the market risk analysis, product market judgment is quite wonderful. As pointed out in the analysis of the growth of the product market:

① to similar products "xx" good performance shows that xx into the market risk is small.

② another similar product "xx" on the market by the general acceptance of the xx defects.

③ Mouthwash is used by family members, the market is large.

③ Mouthwash is a product used by family members and has a large market.

④ Improvement in living standards and increase in the middle and upper classes indicate that the market will grow in the future.

(B) the impact of the product of the uncontrollable factors to analyze

such as the macro-environment, the political environment, the residents of the economic conditions, such as the level of consumer income, changes in the consumer structure, consumer psychology, and so on, some of the products by the development of science and technology has a greater impact on the product, such as: computers, household appliances, and other products of the marketing plan also need to take into account the direction of the development trend of the impact of technology.

Three, SWOT analysis

Marketing program, is the grasp of market opportunities and the use of strategy, so the analysis of market opportunities, has become the key to marketing planning. Just find the right market opportunity, planning is half successful.

(I) Strengths

(II) Weaknesses

Specific problems/weaknesses in general marketing, manifested in a variety of ways:

Poor corporate visibility, poor image affecting product sales.

The quality of the product is not up to scratch, the function is not complete, by the consumer cold.

The product packaging is too poor to raise the interest of consumers to buy.

Inappropriate price positioning.

Poor sales channels, or the wrong choice of channels, so that sales are blocked.

Promotion is not business, consumers do not understand the enterprise products.

Poor service quality, so that consumers are dissatisfied.

The lack of after-sales guarantee, consumers after the purchase of more worries can be marketing problems.

From the problem to find disadvantages to be overcome, from the advantages of finding opportunities to explore their market potential. Analyze the characteristics of the target market or consumer groups for market segmentation, try to meet the different consumer needs, seize the main consumer groups as the focus of marketing, to find out the gap with competitors, grasp the use of market opportunities.

(C) Opportunities

(D) Threats

Fourth, the marketing objectives

Marketing objectives are based on the previous purpose of the task of the company to achieve specific goals, that is, the marketing plan during the implementation of the economic benefits of the program to achieve the following objectives: the total sales volume of xx million, the expected gross profit of xx million yuan, the market share of xx. Market share to achieve xx.

Five, marketing strategy (specific marketing plan)

(a) marketing purposes

General business can focus on such aspects:

With a strong advertising campaign to expand the market smoothly, accurate positioning of products, highlighting product features, take differentiated marketing

The company's marketing strategy is to take a differentiated approach to marketing.

The main consumer groups for the product marketing focus.

The establishment of a wide range of sales channels, constantly expanding the sales area.

(B) product strategy

Through the previous product market opportunities and problems analysis, put forward a reasonable product strategy proposal, the formation of an effective xx combination to achieve the best results.

1) Product positioning. The key to product market positioning is mainly to find an empty space in the customer's mind so that the product can start the market quickly.

2) Product quality function program. Product quality is the product market life. Enterprises should have a perfect quality assurance system for the product.

3) product brand. To form a certain degree of visibility,, reputation, and establish a well-known brand in the minds of consumers, there must be a strong sense of brand creation.

4) Product packaging. Packaging as a product to the consumer's first impression, the need to be able to cater to consumers to make their satisfaction with the packaging strategy.

5) product service. Planning should pay attention to the product service mode, service quality improvement and enhancement.

(C) price strategy

Here only emphasize a few universal principles:

Extend the wholesale and retail price differentials, mobilize wholesalers, middlemen enthusiasm.

Give appropriate quantity discounts to encourage more purchases.

Based on the cost, the price of similar products as a reference. Make the product price more competitive. If the enterprise to product price as a marketing advantage should pay more attention to the development of price strategy.

(d) sales channels

How the current state of the product sales channels on the sales channel 'expansion of any plans to take some affordable policies to encourage intermediaries, agents of the sales enthusiasm or to develop appropriate incentive policies.

(E) promotional strategies

(personnel marketing, advertising, business promotion, public **** relations)

Take advertising as an example:

1. Principles:

① Obedience to the company's overall marketing and publicity strategy, to establish the product image, but also pay attention to the establishment of the company's image.

② long-term: advertising and publicizing the personality of the goods should not change, change the multi-functional, consumers will not recognize the goods, but instead of making the old patrons also feel strange, so in a certain period of time should be launched a consistent advertising campaign.

③ Extensive: the choice of advertising media diversification at the same time, focusing on catching the publicity effect of a good way.

④ From time to time with the stage of promotional activities, grasp the appropriate time, timely and flexible, such as major holidays, the company has commemorative activities.

2. Implementation steps can be carried out in the following manner:

① planning period before the launch of the product image advertising.

② after the sale of the timely launch of the advertisement to recruit agents.

③ holidays, major events before the launch of promotional advertising.

④ seize the opportunity to conduct public relations activities to reach consumers.

⑤ Actively use the news media, good at creating the use of news events to improve the visibility of enterprise products.

(F) specific action program

According to the planning period of the characteristics of the time period, the launch of the specific action program. The action program should be detailed, thorough, operational and not lack of flexibility. Also consider the cost of expenditure, everything within their means, try to achieve good results at a lower cost as a principle. Particular attention should be paid to seasonal products, peak season marketing focus, to seize the peak season marketing advantage.

Sixth, the planning program costs budget

This part of the record is the entire marketing program to promote the process of cost inputs, including the total cost of the marketing process, the stage costs, project costs, etc., the principle of less input to obtain the optimal results. Cost budgeting methods will not be discussed in detail here, companies can rely on experience, specific analysis and development.

Seven, the program summary (or program adjustment)

Summary or program adjustment: this part is as a complementary part of the planning program. In the implementation of the program may not be compatible with the reality of the place, so the program must be carried out at any time according to the feedback of the market to adjust the program in a timely manner.

Product Marketing Plan Template Sample General (II)

I. Competition Program

Product Marketing Plan.

Second, the purpose of the competition

1, mobilize students to learn actively, strengthen the relevance of student learning.

2, improve students' marketing planning ability.

Three, the competition arrangements

1, the player participants for the marketing college xx class all students, other classes voluntarily participate.

2, awards set first prize x, second prize x, third prize x, award certificates and prizes.

5, the organization of xx week Wednesday afternoon at 2:30 pm to start the final, by the management of the teaching and research department is responsible for the final specific work of the organization and implementation.

Fourth, the content of the competition

Including the development of marketing planning program, the scene xx show and defense of two parts. The specific content of the competition is as follows:

1, the development of marketing planning program

The marketing planning competition project designated to a fast moving consumer goods as the competition goods. Participants independently selected the real market of a fast-moving consumer goods, contact the production and distribution enterprises to investigate, understand the product market situation, stand in the enterprise point of view to develop product marketing plan, and in the specified time to submit the marketing plan to the competition organizing committee. See the appendix for specific requirements of the marketing plan.

2, on-site PPT presentation and defense

On-site PPT presentation and defense of the marketing plan. Contestants in the specified time on the pre-tournament marketing plan submitted on-site PPT presentations and statements, while answering questions from the judges.

3, the competition

① competition using a team team competition, each team consists of x players.

② competition in two stages. The first stage to complete the product marketing plan and submit it before the second stage is carried out. The second phase of the competition site, PPT presentation of the marketing plan and defense, time for xx minutes, of which the PPT presentation time x minutes, defense x minutes. The order of the two sessions of the second phase of the competition is determined by the teams before the game draw.

4, the results of the judging and ranking methods

The competition adopts a sub-scoring, cumulative total points scoring method. Each item counts for xx points, taking the average of the judges' scores to count the team's score. The cumulative total score for the product marketing planning program results xx%, the site PPT presentation and defense results xx%, the sum of the two scores for the final score of the team. According to the total score of the ranking after the ranking, if the total score is the same, the second stage of the two total score and the high ranking of the first.

V. Note to the players

(a) The equipment provided by the competition site

The site PPT display and defense of the venue and facilities: a multimedia classroom, a multimedia projector, a computer, which PPT using the version of the xx.

(B) players prepare their own tools

The teams must prepare a U disk, the marketing plan electronic version and PPT presentation of the courseware copy to the competition team, and to ensure that it can be used properly.

(C) Note to the contestants

1, the teams must carefully develop their own marketing plan, if found to have a large area of plagiarism, the results of the score for zero points.

2, the teams must be submitted on time x marketing planning program paper materials, electronic scripts and PPT courseware to the competition team.

3, on-site PPT presentation and defense links have a specified time, in the last x minutes of the specified time and the end of the time, the staff will be given a prompt, overtime will be based on the situation of discretionary deduction of points.

4, after the end of the statement, the judges put forward the defense topic, the team can prepare their own, the next team to make a statement. When the next team statement is over, the last team on the stage to answer the questions raised by the judges, and so on.

Product Marketing Plan Template Sample General (3)

One, planning purpose:

1, publicize the xx brand, improve brand affinity and customer acceptance, loyalty, enhance the brand image, improve brand awareness and reputation.

2, to promote the company's product marketing, expand product sales, to achieve sustained and healthy growth in the company's market performance, increase product market share.

3, analyze the company's market environment, diagnose the existence of problems and development opportunities, clear the company's annual goals, and guide the company's annual marketing activities.

4, assess the effectiveness of marketing activities implemented by the company and the development trend of the market industry, to adapt to and guide the development of the market.

Two, the overall market environment

1, the current market situation:

① High growth, huge potential. Rapid economic growth, increasing incomes of residents, the gradual relaxation of policies, the market is gradually standardized, the market potential for large growth.

② many brands, low concentration. Domestic brands and local brands, the industry has not formed a strong brand.

③ Diverse needs, rational consumption. Jewelry consumption structure and demand level diversity, belong to a more rational consumer behavior.

④ Price confusion, good and bad. The market price transparency is poor, the brand price system is chaotic, product quality is uneven.

⑤ Focus on the product, ignore the service. More attention to the quality of the product style, the importance of the service and as a promotional tool is not enough to utilize.

⑥ Winning the terminal, the lack of distribution. Product sales rely more on the terminal stores retail, sales methods to choose the surface and the customer level of contact surface is narrow.

⑦ Directly operated, steady development. Sales channels to manufacturers direct operation is the main, the initial rise of the franchise chain, the steady development of the market there is a delay.

⑧ promotional weakness, regional disparities. The lack of strong and effective promotional activities and promotional measures, regional market differences.

⑨ lack of talent, lack of energy. The market started late, the professional technical marketing personnel less, the enterprise development reserve force is insufficient,

⑩ ⑩ vassals scramble, the market to be unified. At present, the Hong Kong and China brands gathered in the mainland market, attacking and pillaging, the market needs a strong brand to unify the pattern.

2, the market outlook:

① High market growth: the domestic economic development trend is good, the rapid growth of savings, especially a part of the group first rich, focusing on the quality of life, the consumption of high-grade jewelry demand is strong.

② Huge market potential: the mainland's large population, the market consumption base is large, with the steady growth of urban residents' income, consumption structure changes, the proportion of high-grade consumption tends to increase, the future of the jewelry market size is huge.

③ Government encouragement of consumption: the government has implemented a proactive fiscal policy, in order to stimulate domestic demand, and actively guide the encouragement of consumption, and gradually improve the relaxation of credit policy.

④ The market is becoming more and more standardized: the government protects the interests of consumers, fights against counterfeiting, rectifies and standardizes the market environment and order, and gradually eliminates local protectionism, which is conducive to the development of cross-regional chain of the jewelry industry.

⑤ Complex consumer structure: the demand for different ages and income levels is obviously differentiated, and there are corresponding consumer groups for both high and low grade products.

⑥ Decorative value and savings: income increase, investment diversification, the demand for jewelry in the decorative function at the same time, but also become a good choice for investment and preservation of value.

⑦ xx brand hegemony: with the government's zero-tariff policy on jewelry, xx enterprises will invest in the mainland on a larger scale, and more branded products on the mainland market.

⑧ gradual concentration of brands: well-known brands with good products, services, brands, capital, talent, management and operation and other advantages, will inevitably gradually integrate the domestic large and medium-sized cities jewelry market, to achieve the scale of chain operation. Small brand market scope will be smaller.

3, the future market influencing factors:

① domestic macro-political and economic environment changes: the continent's political stability, economic construction is the main focus of the government's functions, the efficiency of the office to improve the environment improved.

② the level of income and future expectations of residents: large and medium-sized cities and towns residents income steadily and rapidly increase the level of consumer demand.

③ Changes in the consumption structure of residents: consumer demand has entered a comfortable and enjoyable stage, and the proportion of high-end consumption in the consumption structure has increased.

④ Residents' psychological demand for consumption: confidence in the expected income index, individualized consumption, overconsumption and fashionable consumption converge with foreign developed countries.

⑤ Changes in the international situation: the international situation is still dominated by peace, the dollar euro and other major currencies exchange rate instability, jewelry and diamonds, such as the role of preservation of value is significant, the domestic market by the international impact is not very significant.

Third, the company's market diagnosis

1, there is a problem:

① product positioning: low-grade products out of the sample is too much, the product positioning should be based on medium and high-grade products to reduce the number of low-grade products out of the sample.

② price strategy: should refer to the pricing, the same type of goods of the same grade xx% of the product pricing is higher than the same grade brand xx%. Reflect the brand image.

③ quality control: the enterprise quality system is not perfect, the quality control of internal and external omissions, the quality of the accident is not dealt with thoroughly and quickly.

④ Service quality: there is no perfect and sales-promoting service system, the service content is less, and the service level needs to be improved.

⑤ Brand communication: there is no systematic branding system, no attention to brand enhancement, and insufficient efforts to build awareness and reputation.

⑥ channel operation: the main direct chain, own funds pressure, scale expansion is limited, business risk is large, high cost.

⑦ promotional campaigns: promotional activities in the form of less fancy, less centralized operation and inefficient, insufficient resource integration.

⑧ store management: stores out of the sample structure and the number of unreasonable, counter layout and site effects are not eye-catching and not prominent, brand publicity is not prominent.

⑨ Personnel management: terminal staff working condition is not correct, the site specifications can not be comprehended, the lack of direct marketing skills.

⑩ public **** relationship: the local public **** relationship is not pertinent, the company caused by the adverse impact of the incident was not properly handled, damage to the company's reputation.

2, market opportunities:

① Well-known brands: well-known Hong Kong brands, a certain degree of visibility in the industry, professional jewelry diamond production and sellers.

② Sound network: early layout, reasonable distribution, covering a wide area, good operation.

③ rich products: independent design and production or procurement, product style novel and unique, reasonable product structure, production line rich.

④ Professional team: years of operation, the formation of a certain effective management mechanism and management team.

⑤ Capital Advantage: Hong Kong enterprise background, capital operation and power is relatively strong.

⑥ Huge market: the domestic economy continues to develop steadily, the population is large, part of the first to get rich, the market capacity and increase is larger.

Fourth, the market objectives

1, sales performance: 20xx annual sales revenue of not less than 100 million yuan, an increase of more than x% over 20xx.

20xx annual sales of products to achieve not less than 10,000 pieces, an increase of more than x% over 20xx.

2, sales network: 20xx years in the country to build a new directly-managed stores to reach home, while in xx and other provinces to establish a franchise chain stores. So that the sales network covers the country xx provinces, the total number of stores to reach home.

3, single-store sales: 20xx average single-store sales of not less than 10,000 yuan, an increase of more than x% over 20xx.

4, Diamond Club: the development of xx Diamond Club members 10,000, brand awareness increased by one percentage point.

5, the promotion of new products: to complete the quarterly listing of three series of new products to promote and sales targets. New products accounted for more than xx% of total sales in the quarter.

Fifth, the market marketing planning and implementation strategy

(a) marketing purposes:

marketing scriptwriters, products as a role in the channel stage, advertising momentum, promotional soundtracks, service follow-up, moderate price, customer recognition, the market ultimately become.

(ii) product strategy:

① product positioning:

based on the medium and high-end products, production, sampling and sales. From the price system to reflect the xx focus on middle and high-end consumers, highlighting the xx quality noble, is a well-known brand in Hong Kong. At the same time make the product price system is perfect, there is a high degree of affinity, will not make the customer produce a sense of distance.

② Brand Positioning:

A. Specific positioning: international brand of jewelry and diamonds, for the mainstream of society to create, catering to high-end consumption.

B. Brand connotation: noble, classic, professional, fashion.

C. Brand affinity: international brand, come to xx.

D. Brand awareness: complete xx system, continuous advertising, easy to recognize and remember.

E. Brand reputation: quality products, perfect service system, rest assured that the first choice.

F. Brand public image: to participate in public welfare activities, love actions, donations to schools, etc., to return to society and establish a public image.

③ Price Positioning:

A. Reference Pricing:

Reference to similar products and well-known brands, the price is higher than rivals xx%, publicity reflects the advantages of the brand, the realization of the differentiation of premium income.

B. Price control:

Clear price system, the national unified price, the store does not have the right to price fluctuations, it is strictly prohibited to store private dark and light discounts, unless the country-wide unified promotions and new product launches, prohibit discount sales, so as not to frustrate the customer's trust in the brand.

C. Discount sales: for wholesale business or bulk purchase to give reasonable discounts, but must maintain a uniform retail price. Bulk has a specialized channel operation and incentive system to limit retail stores to price fluctuations.

D. Price positioning and sampling standards: xx.

Attachment: store site layout product quantity standards

Product Marketing Plan Template Sample General (4)

Activity Background

xx automobile by virtue of the domestic and international brand awareness and reputation, after many years of sales to get a substantial increase, has been well known to the public. The sales volume has been increased considerably over the years, and has been well known. At the same time in the appropriate time to provide higher quality services to meet the needs of consumers, so that people who know how to live can better enjoy life, for the market to provide, the most influential services, into the ideals and aspirations of the xx automobile. xx automobile with the help of the public welfare activities into the community, plaza, and the target customer base zero distance contact and interaction, will be the attention of all walks of life, to enhance the status of the higher brand, so that the brand deep into the hearts of the people and further get the consumer affirmation, and eventually become the most popular car. The brand will be further recognized by consumers and eventually become the most loyal customers of XX Auto.

Second, the purpose of the activity

1, and the target consumers in pursuit of dignity, status, identity, brand, fashion, safety, high quality characteristics of the perfect combination to meet the psychological needs of consumers.

2, borrowing the summer people aspire to the relaxation of the psychology, the launch of personality, fashion, relaxation, public welfare activities in the form of summer, so that consumers experience the relaxed mood.

3, through the combination of brand and public welfare, to increase media hype and promote sales force.

4, through a series of activities to bring consumers closer to xx, improve the company's brand image.

Three, the focus of the activities

1, for the customer: the pursuit of fashion, dignified consumer demand, experience the true meaning of life, highlighting the individuality and taste.

2, for the media: through the public interest activities will attract a lot of media attention, become the focus of their publicity, to promote consumer purchasing behavior, create a brand atmosphere and product value.

3, for the enterprise: to understand the consumer psychology, establish confidence, and strive to create a good performance to enhance the brand image.

4, for the industry: not to be underestimated, wait and see, recognize the brand positioning and the functional value of the product.

Four, the effect of the assessment

1, after this series of activities, will bring a qualitative leap to the xx car sales. The market will have a higher level of clear understanding and impression of the xx car!

2, is bound to become the focus of social and media attention, to establish the brand image of xx car brand image and dissemination of brand image plays a huge role!

V. Activity Time and Location Arrangement (TBD)

Sixth, Activity Content

1, "Care for Children Achievement of the future", organized by xx auto and large-scale community interaction. The activity attracted many children in the community to participate enthusiastically, children in the teacher with the help of parents, painting belongs to their heart's favorite xx car - "my heart's favorite xx children's painting tour". The children gave full play to their imagination and passion for cars.

2. "Taste of Life*** Appreciation of Extraordinary"

"xx quality of life night", with the owners of the **** appreciation of extraordinary, tasting life, **** with the quality of life to share the success and joy. Fragrant cars and wine, Latin performances, all kinds of exhibits fused together to bring a wonderful event. Sharing extraordinary moments, delivering quality of life, and the majority of owners together *** with the sharing of xx quality of life brings success and joy.

3, "test drive to realize the dream" - xx perfect driving sharing activities, a one-day from the depth of the road test drive and treasure hunt experience, so that customers in the experience of the vehicle performance at the same time, adding more elements of relaxation. During the period of city roads, expressways, highways, township roads, all kinds of road experience, but also let you fully appreciate the xx vehicle driving fun. The destination of this drive is the Baoqi Rose Garden, and the fragrance of the rose garden has added a bit of warmth and romantic fun to the journey.

4, "wonderful movies with you **** appreciation" played all kinds of cinema blockbusters, by the community of the owners of the preferences and welcome, the open movie to bring a very warm feeling, although not the kind of shock of the cinema, but more to bring back memories and the fun of watching the family together.

5. Auto Safety Public Lecture

Hosts and guests will be professional automotive knowledge into an easy to accept and understand the real cases to the owners, to correct the driver's daily life often make mistakes. To have a face-to-face contact with the owners and bring the concept of safe car life to the owners is to advocate the owners to live a safer car life while enjoying the fun brought by the car. The event combined fun safety games, intuitive on-site demonstrations, and vividly conveyed boring safety knowledge to everyone at the event.

6. Lecture on daily car maintenance.

7, online car market, car supply, modification and other consulting activities.

8, on-site collection of opinions and suggestions.

9, car models, beauty show.

10, car audio, car modification (cool car) show.

During the event, many customers experienced the xx brand consistent "breakthrough technology, the pursuit of excellence" essence, but also for the community to bring a rich and colorful cultural life, adhering to the xx dignity, to bring more customers enjoyment.

VII, on-site services

Service 1: The owners who registered in front of the booth on the day, each person will be rewarded with xx yuan vouchers, which can be offset against the cash used in the purchase of the car.

Service 2: The service station technical experts on the day of the community car owners for free testing, free tire pressure check, free to add oil, free to add glass water, free to add antifreeze and other free services. And on the spot for x discount maintenance membership card.

Eight, the integration of resources

Will be with the wedding studio, home furnishings, real estate and other industries **** enjoy customer resources, large-scale joint exhibition activities, to make full use of the resources of the different industries, to achieve a multi-win situation.

Nine, joint marketing

At the same time to invite the car audio-visual navigation manufacturers, automotive interior supplies manufacturers, automotive exterior supplies manufacturers, self-driving tour manufacturers with the help of the platform for brand promotion, interaction and sales.