Format of product planning book

First, the name of the plan.

Write the planning name as concretely as possible, such as "year, month, day, information department, activity planning book" and put it in the center of the page.

Second, the activity background:

This part should be elaborated in the following items according to the characteristics of the plan. Specific projects include: basic introduction, main implementation targets, recent situation, organization department, activity reasons, social impact, and related purpose motives. Secondly, it is necessary to explain the environmental characteristics of the problem, mainly considering the internal advantages, disadvantages, opportunities and threats of the environment, making a comprehensive analysis (SWOT analysis), focusing on various factors of environmental analysis, describing the past and present situation in detail, and making plans through forecasting the situation. If the environment is unknown, it should be analyzed and supplemented through investigation and study.

Third, the purpose and significance of the activity:

The purpose and significance of the activity should be clearly expressed in concise and clear language; When stating the main points of the purpose, it is necessary to write clearly the core composition of the activity or the originality of the planning and the resulting significance.

Four. Name of the event:

According to the specific content, influence and significance of the activity, draw up a name that can comprehensively summarize the activity.

Verb (abbreviation for verb) activity target:

This part needs to clearly point out the goals and key points to be achieved (the choice of goals needs to meet the importance, feasibility and timeliness).

Activity of intransitive verbs:

As the main body of the plan, the expression should be concise and easy to understand. In this part, not only words, but also statistical charts can be added. The planned work items should be arranged in chronological order, and drawing the implementation schedule is helpful to the verification of the plan. In addition, the organizational configuration of personnel, the object of activities, the corresponding rights and responsibilities, time and place should also be explained in this part, and the emergency procedures to be implemented should also be considered in this part.

Seven. Budget:

The activity expenses are listed in a clear form after detailed calculation according to the actual situation.

Eight, the activities should pay attention to the problems and details:

The change of internal and external environment will inevitably bring some uncertain factors to the implementation of the plan. Therefore, whether there are contingency measures when the environment changes, what is the probability of loss and how much loss will be caused should also be explained in the planning.

Nine, the person in charge of the event and the main participants:

Indicate the name and unit of the organizer and participant (if it is a group plan, indicate the name and person in charge of the group). The basic model of the activity planning book of the Ministry of Information.

Product plan (1)

In order to welcome the third Tianma Tourism Festival in Wuwei, Gansu, enrich the tourism commodity market in Liangzhou and improve the market share of tourism commodities, according to the spirit of the document "Opinions on Holding the Tourism Commodity Development Competition in the City" by the municipal government, the district government decided to hold the "xx Cup" tourism commodity development competition in Liangzhou District in early April of * *. The specific scheme is as follows:

I. Purpose of Activities Through this tourism commodity competition, with the market as the guide and the high-quality products as the goal, we will explore and develop a number of tourism commodities with high taste, rich scientific and technological content, unique local characteristics and broad market prospects, actively cultivate the tourist market of Liangzhou tourism commodities, further improve the one-stop service system of tourism commodity research and development, production, sales and publicity, continuously expand the production and sales team of tourism commodities in our region, establish the brand awareness of Liangzhou tourism, and make Liangzhou tourism bigger and stronger.

Two. Event name * * 2008 "xx Cup" Tourism Commodity Development Competition in Liangzhou District

3. Organizer Liangzhou District People's Government Liangzhou District Tourism Bureau Liangzhou District Cultural and Sports Bureau Liangzhou District Economic and Trade Bureau Liangzhou District Radio and Television Bureau China * * * Communist Youth League Liangzhou District Committee

Four. Co-organizer (TBD)

5. Organize the competition and set up an organizing committee, which will set up a jury and an office.

Team leader: Zhang Xiangsheng, deputy head of Liangzhou District People's Government

Deputy Directors: Director of Liangzhou Tourism Bureau, Director of Liangzhou Culture and Sports Bureau Zhao Jizhou, Director of Liangzhou Economic and Trade Bureau, Chen Dezheng, Secretary of Liangzhou District Committee of Yang Xinchun's China League, Deputy Director of Liangzhou Tourism Bureau: Zhang Xiangsheng, Deputy Director of Liangzhou District People's Government, Deputy Director of Liangzhou Tourism Bureau, Director of Liangzhou Culture and Sports Bureau Zhao Jizhou, Liangzhou Economic and Trade Bureau, Secretary of Liangzhou Youth League Committee Zhu, and Director of Liangzhou District Group Art Museum Feng.

Verb (abbreviation of verb) organization and implementation

1. Scope of tourism commodities: cultural relics replicas: cultural relics replicas and design samples developed, designed and produced in various historical periods of Liangzhou under the premise of observing the relevant national regulations on cultural relics reproduction. Crafts and souvenirs: based on various materials, various handicrafts and souvenirs (including commemorative coins) such as carving, weaving, inlaying, embroidery, ornaments, paper-cutting, root carving and strange stones are of commemorative significance and collection value. Clothing daily necessities: clothing products, daily necessities and design samples with local characteristics in Liangzhou, including linen, carpets and other products. Green food: health products, nutritional supplements, green drinks and famous local products developed around Liangzhou agricultural and sideline products. Calligraphy and painting works: all kinds of calligraphy, painting, seal cutting and lettering works reflecting Liangzhou's long history and profound culture. Books, audio-visual products: books, photo albums, stamps, postcards, songs, CDs, etc. Reflect Liangzhou history and culture, folk customs and tourism resources, published or printed internally.

2. Award winning method: The following awards will be set in this tourism commodity competition: grand prize 1, bonus 1 ,000 yuan; 1 first prize, RMB 800 yuan; 2 second prizes, RMB 500 yuan; 5 third prizes, bonus 100 yuan; In addition, 20 Excellence Awards, the Best Creative Award 1 and the Best Organization Award 10 were awarded to the Liangzhou District People's Government for seal inspection.

3. Entry requirements:

(1) Entries should reflect the cultural, regional and humanistic characteristics of Liangzhou;

(2) The entries should be able to represent this kind of products, with certain popularity and brand value;

(3) The entries or design drafts should have strong creativity and rich cultural connotations.

(4) All entries should submit physical descriptions and design ideas according to the unified requirements, and fill in the Registration Form for Tourism Commodity Development Competition in duplicate. Explanatory materials should be concise, clear-cut, explain the design ideas and creativity of the work, no more than 400 words, printed on a4 paper, with No.2 italics.

Product Planning Book (2)

Purpose of the plan:

In the shortest possible time, fully promote the company's flagship products, establish a brand image, recover all the invested funds, and cultivate a stable customer base.

Implementation steps:

I. Sales Management-

Before entering the market formally, we must first establish a perfect sales management system.

The sales management system includes:

Make regional sales plan and define the responsibilities of regional sales manager, sales supervisor, salesman and pre-sales and after-sales technicians;

1, sales manager's job functions:

(1) Collect market information and conduct market research;

(2) Submit the annual sales forecast to the vice president of marketing;

(3) Make the annual sales plan, break down the target and implement it;

(4) Manage and supervise the normal operation and business operation of the marketing center;

(five) to establish, manage and supervise the normal operation of regional branches;

(6) Development and rational distribution of marketing network;

(7) Establish customer data files at all levels to maintain two-way communication with customers;

(8) Reasonable budget control of the sales department;

(9) Study and grasp the needs of sales staff, and fully mobilize their enthusiasm;

(10) Formulate the action plan of business personnel, and conduct inspection and control;

(1 1) Cooperate with relevant departments of this system to carry out promotional activities;

(12) Predict the channel crisis, report and handle it;

(13) Check the channel blockage, report and handle it;

(14) display goods, post and distribute promotional materials according to the requirements of the promotion plan;

(15) Collect money or settle accounts according to the enterprise payment system.

2. Sales supervisor:

(1) Manage the daily work of salesmen;

(2) Statistical summary of sales performance and report to the sales manager;

(3) Summarize and report the problems encountered in marketing work;

(4) Put forward reasonable suggestions according to the actual operation;

(5) according to the enterprise payment system, collect or settle the payment.

3. Salesperson:

(1) is responsible for promoting the company's products and finding the target customer base;

(2) Discuss the details of cooperation with customers and sign relevant contracts;

(3) report sales performance;

(4) Feedback the problems encountered in marketing promotion;

(5) Put forward reasonable suggestions in combination with actual operation;

(6) according to the enterprise payment system, collect or settle the payment.

4. Pre-sales and after-sales technicians:

(1) Put into operation, install and debug the machine.

(2) Fill the materials used by the machine to ensure the normal work of the machine.

(3) Regular maintenance and repair of the machine.

(4) Make necessary research on the new functions of the machine.

In the selection and training of sales staff, we adhere to the principle of selecting the best among the best. The company must employ salesmen with relevant work experience, and students without any market experience will not be considered. In terms of salesman training, we should carry out unified and strict pre-job training to ensure that every salesman can accurately describe the advantages of the company's products, and reach an understanding with customers at the first time, and have their own unique ideas on customer grasp and service.

Establish a salary system suitable for the local area, and the salary, bonus and overtime allowance of employees should be clearly written. The company suggests that the reward commission ratio for sales promotion personnel is 20% for orders below 8,000 yuan, 25% for orders between 8,000 yuan and15,000 yuan, and 30% for orders above15,000 yuan. And give special rewards to the sales champion of the month, such as position promotion and bonus addition. In order to better motivate all salespeople to devote themselves to their work;

Second, the previous market survey:

Conduct an all-round market survey for one to seven days according to the actual situation in the region, master the first-hand information, integrate the first-hand information of market survey with the ready-made second-hand information, and organize it into useful information for product promotion.

Third, establish a target city to sing-

According to market research, anyone who is interested in considering can be regarded as our potential customer base.

Fourth, define the market entry point-

According to local conditions, we can make a good start by promoting large hotels and resorts. The above-mentioned places have large passenger flow, good effect, easy to establish the brand image of the company, and relatively difficult to promote and expand. It is better to cut into the whole market with a single, sharp and clear point of interest, with accurate goals and high hit rate, which will lay a good foundation for developing potential customer groups in the future.

Verb (abbreviation for verb) sets sales target-

Due to the initial benefits of products in the market, sales targets should be set according to the actual situation in the region to ensure the rapid recovery of initial investment costs in the shortest time.

VI. Customer Group Training-

At the initial stage of launch, the customer base should be located in large hotels, resorts and so on. In the medium term, on the basis of consolidating the initial customer base, we will continue to explore potential customer groups such as middle and high-end catering industry, service industry and large enterprises and institutions. And never let go of every customer who is interested in us; The later work should mainly focus on coordinating and consolidating the mastered customer groups, reaching a long-term cooperation agreement and doing a good job in after-sales service.

7. After-sales service-

All regions should establish a perfect after-sales service system, and the service quality plays a decisive role in the success or failure of the company's future business. Quality service will bring more customers to the company, otherwise we will lose the source of profits.

Establish a customer feedback mechanism, call back to the customer base from time to time, consult customer opinions and questions, and give answers within 24 hours.

Eight, comprehensive feedback

Every month, we should summarize the product promotion of the month, put forward solutions to related problems, adjust marketing ideas in time, and formulate corresponding marketing plans.

Nine. Profit and loss forecast:

The sales target to be achieved in dealing with business promotion is actually to realize profit, and profit and loss prediction is to predict the pre-tax profit of products in advance. As long as the expected total sales of the product is subtracted from the sales cost, marketing expenses (distribution expenses plus management expenses) and promotion expenses, the pre-tax profit of the product can be obtained.