Design the marketing plan of the company.

In the rivers and lakes of marketing planning, there are countless successful marketing planning cases. After years of accumulation, these classic cases shining with the wisdom of marketers have given many inspirations and guidance to future generations. Then the following is the relevant content of the marketing plan of the design company that I have compiled. Please refer to.

Design the marketing plan of the company.

Market strategy

Positioning and brand promotion

1, market positioning strategy of home improvement company

Find out the advantages and disadvantages of your company among peers, know yourself and your enemy, and then foster strengths and avoid weaknesses, in order to win every battle!

It is worthy of customers' attention and recognition to establish differentiated market positioning and highlight the core advantages and brand value of their own decoration companies, so that consumers can have a sense of quality in decoration and reach cooperation. Because there are too many home improvement companies, the good and the bad are mixed. If you don't find your own advantages and can't form a unique market positioning, then you are a dispensable and mediocre enterprise. Such enterprises will not be recognized by consumers, and naturally it is difficult to gain a foothold in the market for a long time.

As a result, I want to do everything. If you mistakenly think that you have a wide caliber, you have a high probability of going to work. As a result, I can't do anything well, just like a headless fly, bumping around, taking chances, even falling into a vicious circle of price wars, and finally bringing myself to ruin. Therefore, in order to grow and develop, enterprises must find their own advantages and form their own unique core competitiveness. Give yourself an accurate market positioning and make unremitting efforts for it!

2. Target audience strategy

? New? Faced with fierce competition in the decoration market, it is difficult for consumers to accept. As a new decoration company that has just started, it is impossible to promote it like a big decoration company, so as to input the brand into people's minds. In view of this, we must strategically define our short-term promotion target and establish the brand step by step.

First of all, channel personnel (as you said, sales by sales offices of developers and sales by intermediary companies) are identified as important audience targets. Publicize their company's advantages, unique market positioning and company strength among them, because it is very important to gain their recognition and acceptance. Only when they accept your company and recognize your company will they try their best to push the order. At the same time, the channel's awareness of the brand is also easy to continue, penetrate into the market, and ultimately affect consumers.

Secondly, in terms of consumer groups, it focuses on the promotion of customers who need decoration in the near future. Because a new home improvement company cannot form and maintain a high-awareness brand image through long-term large-scale advertising promotion, and wait for people to come back when they want to decorate. Therefore, it is defined that their target audience is not ordinary people, but consumers who are concentrated and intend to decorate in the near future. In this way, advertising and promotion can be carried out for specific groups, and the effect is better.

3. Brand promotion

Do market research, understand the main needs of consumers and their concerns, and then find the core complaints of your company (the things that make consumers most concerned and moved) to promote and seize market share.

1, promoted in the industry.

Publicizing one's own enterprise in the industry will win the full trust and acceptance of channel personnel, enhance their confidence in pushing orders, make them become well-known opinion leaders in their own companies, and gradually infiltrate their views into end consumers, and influence consumers through them, thus winning decoration orders.

2. Advertising and event promotion.

Attract personal decoration orders through publicity and accumulate brand effect. Constantly improve the brand image of the enterprise itself. Because brand is the inevitable trend of future market development. And only when it is widely spread can your company be known, understood and recognized by more consumers, and the enterprise will develop rapidly and healthily, and it will grow bigger and bigger.

3. SMS group sending and telemarketing.

This is a more direct and effective means. Go to the property company, home improvement website or SMS group sending company to get the owner information to be decorated, and conduct SMS group sending and telemarketing. This cost is low, and it is also a very effective way of sales promotion!

Positioning and conventional communication

The inevitable problem is that the enterprise has just started and its investment is limited. How to make full use of limited resources to promote your own brand has become a topic throughout marketing promotion. An important method is to strengthen the management of daily routine communication, do a good job in advertising positioning, and let any communication activities support the establishment of brands, which is conducive to accumulating brand promotion effects.

Generally speaking, one? New? Enterprises should be accepted by the market, except for some advertisements? Clear the way In addition, we should also actively carry out some activities in the industry, such as local influential home improvement website activities, designer salon activities, home improvement group purchases, which will increase our exposure, as well as some news public relations and online hype to establish a positive and healthy corporate image!

Finally, in response to your question, I would like to make the following suggestions on how to improve the transparency of the three parties:

1. Require the sales of the sales office of the developer and the sales of the intermediary company to truthfully fill in the customer information (in fact, it is the customer information filing form). Your company can design an electronic template or a paper standard template for them to fill in truthfully and take it back in time.

2. When the customer pays the deposit, fill in the receipt (actually equivalent to the customer information registration form), and even add an item for the customer to fill in the information source in detail;

Keep these two documents for future reference.

Design the marketing plan of the company Part II

I. Overview of the plan

1, with an annual sales target of 3 million yuan;

2. Partners of fixed chain enterprises 10;

3. The company has a certain reputation in the terminal store (storefront along the street) decoration market;

Second, the marketing situation

Decoration industry is a hot industry at present. His characteristics are low input cost, low technical content and large profit margin, which makes this industry quickly popular. For a time, large and small decoration companies have mushroomed. Due to the large market space in the decoration industry and the relatively lagging industry regulations, some enterprises lack self-discipline and integrity in pursuit of huge profits, resulting in the phenomenon of cutting corners, confusing people and harming consumers. It once became one of the industries with the highest complaint rate and exposure. In recent years, the attention of society, government and news organizations has made the decoration industry standardized, and the construction industry has adopted diversified and integrated management, which has made the operating conditions of many professional decoration companies go from bad to worse, and many small and medium-sized decoration companies are in a difficult situation.

According to the market distribution, the target customers are currently divided into several categories: j 1, traditional family suites, j2, high-end apartments/villas, g 1, large building squares/buildings/shopping malls/large hotels/governments.

Maintenance and decoration of workshops/small and medium-sized self-operated enterprises, offices/banks/hospitals, g2, KTV, hotels, g3, office writing space, g4 and terminal stores/exhibition halls.

From the comprehensive analysis, the market competition of j 1 and j2 is fierce, which is the main market for most home improvement enterprises and various teams (guerrillas/studios) in individual form, and this market is also the most mature; G 1 The market profit is relatively high, but it needs a large influx of capital, the requirements of qualification and the integrated management of real estate developers, and the living space is relatively small. At present, the g2 and g3 markets are operated by specialized construction teams, and it is necessary to have high-quality model projects, so the threshold for entering the market competition is relatively high. G4 market is a secondary market derived from g2 and g3 markets. G4 market demands higher construction cost, efficiency and special technology, which is in an embarrassing situation that traditional home improvement enterprises can't do and large specialized enterprises look down upon. Compared with other markets, the competition is relatively small. At present, the design scheme of the superior company is generally handed over to the owner, and the construction team is formed by itself or contracted to each team in the form of individuals. G4 market requires high construction cost, efficiency and special technology, and the competition is relatively small compared with other markets, so it is in an embarrassing situation that traditional home improvement enterprises can't do it and large specialized enterprises can't look up to it. I think g4 market will soon become another major market with brutal competition in this industry after the competition in other markets reaches saturation.

From the marketing channels of enterprises, most companies adopt the following modes: a. Advertising: body advertising/media advertising/public service advertising; B, community strategy: community setting/community travel propaganda/real estate agency, sales office, property office to obtain new owner information for telemarketing. C other modes: e-mail/network promotion/network resource promotion, etc.

Third, the marketing objectives

1. The business should aim at long-term development and strive to take root in Guiyang market. The initial purpose is to establish a perfect sales network and model projects with a sales target of 3 million yuan;

2. Be first-class in g4 market; Become a fast-growing successful brand;

3. Promote the development of the whole market with g4 market.

4. Short-term goal of marketing: make the marketing performance grow rapidly in a short period of time, and make this enterprise become a well-known brand in this industry by the end of the year.

5. Committed to developing g4 market and reaching 10 fixed chain partner;

6. Regardless of mental and physical strength, we should devote ourselves to our work and make it develop with high efficiency, high income and high salary.

Fourth, marketing strategy.

If the company's performance is to grow rapidly and gain competitive advantage, what is the best choice? Target concentration? Overall competitive strategy. With the sustained and rapid development of the overall economy and the continuous expansion of urbanization scale, the consumption potential of g4 market is huge, and the target concentration strategy is our wise competitive strategic choice.

1, target market:

Everywhere, the centralized market and storefront along the street broke through at the same time, focusing on developing industry model projects, vigorously developing key regions and key agents, and rapidly promoting the establishment and marketing of brands.

An increase in sales.

2. Service strategy:

Pay attention to the development of a strong work team and supporting suppliers, strengthen the training of relevant skills of internal staff, and realize the diversification of internal staff training. At the same time, please ask the teacher to train and combine the actual situation of the construction site, and go to the construction site to see more and ask more questions.

3. Price strategy:

Strengthen overall management, actively control various costs, give priority to parity in the initial stage of starting a business, ensure the construction period and construction quality, and strive to achieve a profit rate of 20-30%.

4. Channel strategy:

Partners are divided into two categories: First, all kinds of chain customers are our key partners. Second, direct customers are our basic customers.

5. Personnel strategy:

The basic concept of marketing team: clear division of labor, sincere unity, good at learning and efficient implementation.

(1) vertical contact between business teams, efficient communication and quick response. Team building has a clear division of labor and each carries out its own duties.

(2) Internal reporting system and sales reward system.

(3) Selling products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is the solution.

(4) Prepare a sales manual; It includes company profile, model project, scope and function of marketing department, basic skills of budget and design, etc.

(5) Establish a prospective customer management system and document it.

Verb (abbreviation for verb) sales plan

1, actively establish the brand and take the brand development strategy;

2. Integrate various local resources and establish a perfect sales network;

3. Cultivate a group of good customers and establish a good social network;

4. Establish a learning marketing team;

5. Choose the market operation mode suitable for the company;

6. Grasp the characteristics of the company and find the selling point.

7. Establish a systematic and scientific customer file system (classification of old customers and prospective customers), strengthen after-sales service, and actively strive for referrals.

8, establish a systematic advertising system, unified speech (Mandarin), dress, etiquette.

The third part of the marketing plan of the design company

First, the supermarket freezer background analysis

With the development of market economy, people's work and life have become more and more busy. Refrigerators, regarded as the symbol of the modern revolution in the world, have quickly entered ordinary people's homes and supermarkets with the characteristics of environmental protection, health, time-saving, labor-saving, convenience, hygiene and safety. People are more and more aware of the efficiency and convenience brought by freezers. At present, the popularity of supermarket freezers is very high, freezers have entered a period of rapid growth, and the production and sales of freezers have maintained a fairly high growth level every year. In this case, on the one hand, freezer enterprises should seize the time to expand production scale, on the other hand, they should actively strive for domestic and foreign markets in order to be in a more favorable market position in the future market competition.

However, due to the high degree of homogenization and narrow differentiation of products, in order to change this trend, we must start from the hot spots that many users pay attention to, such as performance development, energy conservation and environmental protection.

In order to further aim at the energy consumption of ordinary insulating glass and our vacuum glass in supermarket freezers, we made this market survey.

Second, the purpose of the investigation

In this market survey, the energy consumption of freezers in specific supermarket stores was investigated, visited and observed to achieve the following objectives:

1, find out what kinds of freezers are available in major supermarkets, as well as which brands, models and sizes.

2. Understand the daily energy consumption of a single freezer.

3. Understand the daily total energy consumption of the supermarket low-temperature freezer.

4. Understand the percentage of low-temperature freezer in the total energy consumption of the supermarket.

Third, the content of the investigation

In supermarkets and convenience stores in Beijing, the energy consumption of ordinary insulating glass and our vacuum glass in supermarket freezers was analyzed and investigated.

Fourth, the survey method

Mainly based on questionnaire survey: in a specific supermarket convenience store, a questionnaire survey was conducted on the supermarket side.

Reason: 1, the survey time and personnel are limited, so we can only visit in specific places, and the data may not be representative enough.

2. The questionnaire survey is relatively simple, which is convenient for us to survey consumers.

3. The results of the questionnaire survey are easy to be counted, and the data are true and reliable.

Research progress of verbs (abbreviation of verb)

The first stage: preliminary market survey

The second stage: formulate the scheme, examine and approve the scheme, and determine the modification scheme.

The third stage: questionnaire design, questionnaire modification and confirmation.

Stage IV: Implementation Plan

The fifth stage: research and analysis

The survey began the next day after the plan questionnaire was confirmed.