Product project plan

Product Project Plan (a)

I. Market Analysis

(a) Analysis of the market situation of fruit juice

A product into the new market, must be through a variety of channels circulated in the market, and contact with consumers. In order to realize the sales volume of the product.

Channel analysis:

1, hotel, restaurant channels

Juice sales are limited, but the positioning is very high, like Huiyuan has been doing hotel. You can take the sales approach of the store.

2, wholesale channels

General wholesalers are more interested in new products, because in the eyes of the wholesalers, new products have more policies, big profits.

3, super channels

The mall business is more concentrated, so the coverage is small, but can pull the brand. Convenience chain stores, small supermarkets, more but there is no guarantee where you will be attentive to sell your products.

4, group purchasing channels

Group purchasing is generally due to celebrations, festivals, gifts, and so on. Gift market is larger than the market for self-drinking, the market for self-drinking is mainly concentrated in the low-end, the gift market is mainly concentrated in the middle and high-end, both have upward expansion of space; consumers to buy considerations are mainly taste, price, brand, etc., which is increasingly affected by the taste and brand of consumer attention.

(B) the local fruit juice market experience analysis

Lulu and a continent pear juice is built in the same year, only the positioning of the two sides are different, Lulu is a low-grade civilian route, and a continent is a high-grade aristocratic brand, I remember when Hou have bird's nest pear juice.

A period of time, a continent is still good, but the final decline, the reasons are many, I think the positioning, the operation of the unscientific, is the main reason.

Zhaozhou Snow Pear charm is still very big, outside, Zhaozhou Snow Pear popularity and reputation are very high, many friends have said more than once, they eat real Zhaozhou Snow Pear feelings, although the pear tree varieties are now more, but really tasty, I feel that the traditional Snow Pear flavor is the best, "Zhaozhou Snow Pear" itself is a huge intangible assets, if, really want to do a Pear as raw material for the enterprise, should play this card, you can learn from the wine planting brewing methods, enterprises are also involved in the management of fruit trees, because now many fruit farmers are to the pear set of bags, I think this is very much affected by the flavor of the pear. But now we have to do is to position the product well, hit the characteristics, the formation of the trend.

Sydney juice is located in the file, is to make brand naming, packaging and sales decisions based on the main. Leave the positioning, all is empty talk.

Second, the project analysis

(a) the development of a new brand of significance:

1, inheritance of the "world's first pear" brand culture

Culture is the soul of a brand. Zhao County has a long and splendid culture, Zhaozhou Bridge culture, Berlin Temple culture, especially the Snow Pear culture. Zhao County has hundreds of years of 250,000 acres of Sydney, spring ten thousand hectares of pear orchards, flowers such as snow, twenty miles of flowers, fragrant intoxicating; mid-autumn, high and dry, fruitful, hanging full of branches, pear and fruit fragrance, reach out. Pear is the traditional advantage of Zhao County industry, "," China's snow pear township ", the annual output of 380 million kilograms, the production of" Zhaozhou" brand snow pear with its unique quality is renowned both at home and abroad, known as" the world's first pear", won the" Chinese famous fruit" title. In the development of new products, we are committed to the inheritance of Snow Pear quality and promote Snow Pear culture, to create excellent Snow Pear brand.

(B) the overall market composition:

Third, the feasibility of the project analysis

Price positioning: 1.5-2.0 yuan of the low-end price.

Target Consumer Groups:

Market Demand: There are very few juice drink brands priced between 1.5-2.0 RMB, which is a large market space.

Brand positioning: "XX Snow Pear Juice" - from ten thousand acres of pear orchards of the good wine. (TBD)

Reason:

(a) Juice fashionable

With the 70,80 after becoming the mainstream consumer groups in today's society. Juice trend, white-collar, the direction of development will tend to be inevitable. In addition, the low and medium price point products will account for the whole juice market.

1, the target group:

Mid-range juice consumer group to the middle class, aged between 25-45 years old." Sydney Juice" to the 70,80's as the object of cultivation. The composition of this class is more diversified, there are alone to support the door of the individual operator, there are in the enterprise in the middle and senior management, there are part of the technology, knowledge into the enterprise of senior intellectuals, there are part of the new administrative officials. This kind of consumer group is not y influenced by traditional brands. Consumption of affordability belongs to the middle and high level, is "Sydney juice" the main consumer groups.

2, the main qualities:

pay attention to the quality of life, culture, the pursuit of fashion, pay more attention to packaging;

career development, in the middle and upper levels of the company, there is a certain economic foundation;

social wide, often participate in a variety of social activities, and desire for interpersonal harmony;

the fast pace of work and life, expect to have a soothing physical and mental pressure, hoping to have another way of life, image and mood outside of work.

3. Consumption characteristics:

Consumption belongs to emotional consumption, easily affected by advertising, brand culture, emotions and other people's tastes in the circle and follow the trend.

4, media contact habits:

A, like to watch news, sports, movies.

B. Read fashion and sports magazines

C. Used to social entertainment venues: mid-range and high-end hotels, restaurants, nightclubs (in these venues, alcohol is indispensable to the main drinks)

5, the potential for consumption:

The level of nightclub consumption has gradually increased, and a large number of young consumers are becoming more and more stable. Nightclub consumption of liquor varieties from the previous beer, wine, whiskey also appeared a large number of fruit juice, such as Coke, Sprite, tea drinks and other varieties. Sydney juice" whether taste or price positioning in line with such consumer groups, naturally easy for consumers to accept. This is also a potential market for Sydney products. Can be in the packaging, bottle type on the concept of breaking the traditional fruit juice; and then imported into the night juice drinking concept (such as: add ice, soda, or mixing drinking, etc.) so as to expand the "Sydney juice" sales channels, improve the popularity of Sydney juice.

(B) segmentation marketing

Segmentation marketing is mainly embodied in the function of segmentation, channel segmentation, consumer price segmentation, regional segmentation, taste segmentation of these aspects. Use segmentation marketing strategy, and can be carefully implemented by the juice business, have achieved good market performance. Such as: specializing in the gift market, or special groups of students, or special women's drinks, etc.; Special units for the "special drinks" and so on. Sydney juice" development will also be based on product sales channels, the target population and carry out.

(C) scientific and reasonable price positioning, good value

Juice can produce such a huge. Consumption, and the price of juice has a lot to do. As a result of living habits, consumers have to drink a few bottles of alcohol every week. In this way, inexpensive fruit juice becomes the first choice of consumers. Sydney juice" is positioned in the low-end, noble but not expensive, naturally easy for consumers to accept.

(D) regional market analysis

Target market positioning: focus on the development of Hebei, Henan, Ningxia, Gansu, Shanxi, Shaanxi, Inner Mongolia and so on. Gradually make pear juice into a national first-class long-term brand.

Fourth, the market sales forecast and the company's goals:

(a) According to the progress of product development, January 2010 to make sales plans, start the Spring Festival market, lay a good foundation for the new market.

(b) By 2010, in a year's time to achieve 25 million in sales.

(C) is expected to break through 60 million in 2011.

The above is my vision and suggestions for the development of your company's Sydney products, submitted, cooperation is expected.

Name preset: 1, "Zhaozhouqiao Snow Pear Juice"\"Anji (Zhaozhouqiao alias) Pear Juice"----- suitable for low-end mass consumption

2, "100 percent juice hundred Snow Pear Juice"-suitable for students and youth consumption

3, "Wanqin Pear Park Snow Pear Juice"---- suitable for high-end white collar Middle-aged and above crowd consumption

4, "non-Pear Snow Pear Juice"---- fashion crowd

5, "Phantom Pear Snow Pear Juice" - female consumption

Advertisement slogan: 1, the world's first pear juice

2, I just want to 100% juice

3, a thousand years of Zhaoxian County, 10,000 hectares of Pear, a cup of true love

4, come and do not buy. Non-pear also!

5, choice is also a charm!

Product Project Plan (2)

First, the exhibition overview

Name: MICE20 ** Seventh Zhengzhou - enjoy the Asian pregnancy and baby products exposition

and the first Women's Products Expo

Time: May 22, 20 ** - 18

Venue: Zhengzhou International Convention and Exhibition Center

Organizer: Henan Women's Federation, China Nutrition Association, China Maternal and Infant Industry Association

Organization: Zhengzhou Hengya Exhibition Service Co.

II. Market Positioning and Analysis of the Exhibition Market

As China's urbanization process is advancing rapidly and people's living standards are increasing, children's consumption and spending account for an increasing proportion of household consumption. The proportion of children's spending in family consumption is getting bigger and bigger. Authoritative department statistics: China's annual number of newborns more than 18 million, China's maternal and child market sales scale to maintain a rapid growth of about 15%. Henan Province, the annual number of newborns has exceeded 1.2 million, Henan Province, children aged 0-12 years old close to 13 million, due to the difference between urban and rural children's consumption, according to an average of 4,000 yuan per child per year consumption expenditure, the province's annual children's consumer market of 52 billion yuan, each year about 1.2 million pregnant women waiting to give birth to a pregnant woman's consumer market of about 6 billion. Roughly speaking, the annual consumer market for pregnant women and children in Henan Province is about 58 billion yuan.

Huge market potential! At present, China's children's consumption has accounted for about 30% of total household expenditure. The total monthly consumption of children aged 0-12 years old is more than 3.5 billion yuan. In the social market ten profitable industries, children's products industry is an important one. Among them, children's clothing, toys, food and occupy a high proportion. Children's products cover all the supplies for the age group of 0-14 years old. At present, China's consumption of children's products have shown double-digit growth, children's products market has become a new growth point in economic development, with the further increase in family income and urban residents gradually reach a well-off living standards, China's children's products market consumption demand has been met by the past to meet the basic life of the practical began to shift to the pursuit of aesthetic fashion, part of the economically developed cities, consumer demand for children's products tend to trend-oriented, toys, and food. Children's products demand tends to trend, branding. In the long run, the development prospects of the children's products market will be very good.

The pregnancy and baby products and the first women's products exposition will face the national women's pregnancy and baby products production enterprises to invite investment, hand in hand with the "2015 China Zhengzhou pregnancy and baby products and women's products exposition" platform, I believe that will be able to shine.

Third, the exhibition area set

Women's products exhibition area

Pregnant baby supplies exhibition area

Boutique clothing exhibition area

Clothing shoes and hats exhibition area

Children's toys lathe car seat exhibition area

Pregnant baby children's food and health care exhibition area

Children's amusement equipment and theme park exhibition area

Children's Education Products Zone

Chain Join Zone

Fourth, the exhibition form and supporting activities

The exhibition will be divided into the domestic investment department, the international investment department to face the global investment, in line with the display, communication and trade cooperation and to product demonstrations, industry forums, technical seminars, procurement combined. Concurrent activities: seminars and forums, special new product launches, investment and trade talks, the organizing committee to participate in the exhibition of exhibitors for the selection of outstanding enterprises.

Invited to:

1) domestic and foreign agents, distributors, retailers, traders, specialty stores, chain franchisees, OEM enterprises;

2) major supermarket groups, hypermarkets, department stores in the central and western regions of the pregnancy, baby and children's products purchasers, trading companies, dealers and agents;

3) maternal and child health care institutions, Early childhood education institutions, early childhood education institutions, family planning services, associations, population and family planning publicity and education institutions;

4) domestic and international networks, media, as well as through the authoritative media publicity and promotion of the influence of professional visitors and direct consumer groups to visit the procurement

V. Organization and preparation

1, the expected scale

Exhibition area: 20000 square meters

Standard booths: 2500 or so

Exhibitors: 500

Visitors: 20000

Six, advertising and publicity programs (divided into three phases)

The first phase: pre-event advertising

1, the distribution of 200,000 invitations, 500,000 coupons to the national regions

1) domestic and foreign invitations, 500,000 coupons to the National Institute of Technology (NIT) p>

1) domestic and foreign agents, distributors, retailers, traders, specialty stores, chain franchisees, OEM enterprises of pregnancy and baby products and clothing;

2) major supermarket groups, hypermarkets, department stores in the central and western regions of pregnancy and baby products purchasers, trading companies, dealers and agents;

3), maternal and child health care institutions, early childhood education, early childhood education institutions, family planning services, associations, population and family planning publicity and education institutions;

4), domestic and international networks, media, and through the authoritative media publicity and promotion of the professional audience and direct consumer groups;

3, design web pages (including the exposition profile, the latest reports, exhibitors return receipt, audience registration) in the professional website link, and to the relevant domestic departments, Enterprises, units or individuals to send E-mail, timely feedback.

4, in the domestic related professional newspapers, media websites and other published exhibition information.

5, in the preparatory period of the exposition, select the domestic well-known enterprises to participate in, invite representative of the domestic enterprises to participate in, and through the telephone, fax, website, E-mail will be widely publicized exhibition information materials.

6, held a press conference, invited the relevant government leaders, heads of enterprises, manufacturers' representatives, journalists and other relevant information about the exhibition.

The second phase: (advertising)

1, issued by the organizer to organize visits to the document, the organizing committee will print 25 million copies of the exhibition newspaper, respectively, by mail, or in person in the form of door-to-door to the various enterprises and institutions, key enterprises.

2, before and after the opening of the exhibition, invite the relevant media reporters to visit the leaders, exhibitors and visitors to the interview or for hot news, activities to report, in order to improve the influence of the exhibition. Media: CCTV, Hunan TV, Anhui TV, Shandong TV, Henan TV, Dahe Daily, Henan Daily, Dongfang Jinbao, Henan Business Daily, relevant professional websites, etc.

3, the organizing committee of the conference to produce professional gifts and some refined gifts for the relevant leaders and media decision makers.

4, the conference unified production, editing and distribution of the "MICE2015 seventh Zhengzhou - enjoy the Asian pregnancy and baby products and the first women

supplies exposition" will be published, which involves the main documents of the General Assembly, the conference guide, enterprise profile. (Journal size 210mm * 140mm) which is used during the General Assembly widely sent to the professionals who come to visit.

The third stage (post-session advertising)

1, the General Assembly Organizing Committee will be in the closing of the General Assembly, the exhibition during the visit to the venue to visit the industry information questionnaire survey (questionnaire form attached), so that the current Expo really play a communication and cooperation, sustainable exchanges, and far-reaching impact.

2, will be during the meeting, all visit the industry's detailed information, including units, names, positions, nature of the unit, the purpose of the visit into the "2015 Zhengzhou baby industry and women's products exposition data", were sent in a timely manner to fail to come to visit the industry, distribution units and related purchasing personnel. ......

Seven, the audience organization program:

1, the organizing committee will set up a special customer service department, used to contact the enterprises and institutions responsible for purchasing personnel to send invitations or tickets.

2. The official website of the exhibition will be set up with a column for audience registration, and the tickets will be mailed after the statistics.

3, invite relevant government departments to organize relevant enterprises and institutions to send people to visit.

4, by the organizer to notify the industry related people to visit.

5, through the "advertising program" to invite professionals to visit.

VIII, investment (exhibition department)

① exhibition investment: the organizing committee design and printing of the General Assembly of the 16K fine printing in English and Chinese color publicity materials more than 200,000 copies of the six provinces of the Central Agents, distributors, retailers, professionals to visit the meeting of the relevant units to send out invitations to the project team to follow up and information feedback; the exhibition of the sub-individual exhibition with the positioning of tracking the planning and publicity by the exhibition staff Responsible for tracking contacts with relevant enterprises and institutions across the country, ( ) inviting companies to participate in the exhibition and exhibition program communication and planning.

② Preparation for the same period of activity: invite the competent government departments, industry associations, research institutions, experts and well-known enterprises, professional buyers, users to participate in the Henan baby industry and clothing industry seminars and forums, special new technology and new product launches. Expo site will have the organizing committee, Henan Clothing Association, Zhengzhou Mart, industry veterans **** with the selection of "2014 Zhengzhou Pregnancy and Infant Children's Products Expo and Clothing Exhibition" Top Ten Outstanding Enterprises and Top Ten Brands, the exhibition before the end of the award. I believe that the exposition under the leadership of the organizers, under the careful organization of the organizers, based on the display, communication, cooperation, innovation, integrity, to promote the construction of the Central Plains Economic Zone, to promote the rise of the central equipment industry will be the purpose of the meeting, for the industry manufacturers and users to communicate with the construction of a platform for supply and demand.

Careful planning, extensive publicity, tight organization, co-ordination

Nine, financial

"Expo" by the contractor's self-funding, self-benefit and loss

Ten, the contractor's main person in charge of the unit and the contact person

Legal representative: Tang Yongxia ****

Contact: Wei Wei *******

XI, planning and organizing unit

Zhengzhou enjoy Asia Exhibition Services Co. Role is particularly important, a product development project in the pipeline, either so far does not exist in a subjective concept, is difficult to get a full picture of the scarcity of things, often very vague, through the development of the project plan, you can make the project managers have a clearer understanding of their own projects, major projects have to be based on this to persuade the Board of Directors, but also as a supporting document to the bank or other investors to raise funds the main content of the paper Should include:

A product introduction

1, the concept of the product

2, related products or substitutes are in what stage of development?

3, the difference or uniqueness of the product how?

4. What are the methods or channels that companies use to bring the product to market?

5. Who will use the product and why?

6. In addition to R&D costs, how much does the product cost to produce and what is the selling price?

7. What is the product's life cycle forecast, and is there a plan for upgrading, improvement or innovation?

Second, market analysis

1, whether there is a market demand for this product? Whether the degree of demand can bring the desired benefits to the enterprise? How large is the market for the new product? What is the future trend of demand development and its state? What are the factors affecting demand

2, a detailed analysis of economic, geographic, occupational and psychological factors on the consumer's choice to buy the product this behavior, and the role of each factor

3, the launch of a major marketing plan, which should be set out in the region of the enterprise intends to carry out advertising and promotional and public **** relations activities, and clearly defined budget and benefits of each activity

3, the introduction of a major marketing plan, which should set out the enterprise intends to carry out advertising and promotional and public **** relations activities, and clearly defined budget and benefits of each activity and revenue

4, the product's market competitiveness expected market share and market outlook forecast

5, planning for the new product's brand and patents

Third, the production conditions

1, how to design or improve the production line, and how to manufacture or assemble the product?

2, what raw materials are needed for the production of new products? Enterprises have those production resources, what other production resources are needed?

3. What are the costs of production and equipment?

4. How to ensure the stability and reliability of the new product when it enters into large-scale production

5. The development of production cycle standards and the preparation of the production operation plan

6. What are the methods of quality control

7. Explain the fixed and variable costs associated with the manufacture assembly storage and dispatch of the product

IV, Project team

1, organizational design

2, job descriptions

3, the project manager's own background experience experience and specialties

3, the introduction of the main research and development staff of the special talents of the characteristics and attainments

V. Financial planning

Start-ups focusing on a new technology or an innovative product is unlikely to be able to refer to Existing market data prices and marketing methods, therefore, it has to forecast the growth rate of the market it enters and possible net profit, and its vision of the management team and financial model to sell to decision makers and investors

1, the business plan conditions assumptions

2, the projected balance sheet

3, the projected profit and loss account

4, the cash flow analysis

5, the business plan is not a good idea, but a good idea. Analysis

5. Sources and Uses of Funds