Model essay on marketing strategy

Only by planning the marketing strategy of the product can the product have a better sales outlet. The following is a sample essay on marketing strategy that I compiled for you. Let's have a look!

Fan, marketing strategy

First, the planning purpose:

1. Promote ZDS brand, improve brand affinity, customer acceptance and loyalty, enhance brand image, and improve brand awareness and reputation.

2. Promote the marketing of the company's products, expand product sales, realize the sustained and healthy growth of the company's market performance, and increase the market share of products.

3. Analyze the company's market environment, diagnose the existing problems and development opportunities, define the company's annual goals, and guide the company's annual marketing activities.

4. Evaluate the effect of the company's marketing activities and the development trend of the market format, and adapt to and guide the market development.

Second, the overall market environment:

1, market conditions:

(1) has a rapid growth and great potential. With the rapid economic growth, the income of residents has increased, the policy has been gradually relaxed, the market has been gradually standardized, and the market potential has greatly increased.

② There are many brands and low concentration. There are many well-known domestic brands and local brands, and there are no strong brands in the industry.

(3) diverse needs and rational consumption. The diversity of jewelry consumption structure and demand level belongs to more rational consumption behavior.

(4) the price is chaotic, and the good and the bad are mixed. The market price transparency is poor, the brand price system is chaotic and the product quality is uneven.

⑤ Focus on products and neglect services. Pay more attention to the style and quality of products, pay attention to service, and do not make full use of service as a means of promotion.

⑥ Win the terminal and lack the distribution skills. Product sales rely more on terminal store retail, and the contact surface between sales model selection and customer level is narrow.

⑦ Direct operation and steady development. The sales channels are mainly directly operated by manufacturers, and the franchise chain has initially emerged, and the market has developed steadily and slowly.

(8) The promotion is weak and the regions are not balanced. Lack of effective promotion activities and measures, the regional market is quite different. Pet-name ruby lack of talent, lack of perseverance. The market started late, there are few professional and technical marketing talents, and the reserve force for enterprise development is insufficient.

Attending warlord hegemony, the market should be unified. At present, China mainland and Hongkong brands gather in the mainland market, and the market needs a unified pattern of strong brands.

2. Market prospect:

① High-speed market growth: the domestic economy is developing well and savings are growing rapidly, especially for some groups who get rich first, paying attention to the quality of life and having strong demand for high-grade jewelry consumption.

(2) Great market potential: the mainland has a large population and a large market consumption base. With the steady growth of urban residents' income, the consumption structure has changed and the proportion of high-end consumption has increased, so the jewelry market will be huge in the future.

③ Government encourages consumption: The government implements a proactive fiscal policy, actively guides and encourages consumption to stimulate domestic demand, and gradually improves and relaxes the credit policy.

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

⑤ Complex consumption structure: The demands of different ages and income levels are obviously different, and high, medium and low-grade products have corresponding consumer groups.

⑥ Decorative preservation and storage: With the increase of income and diversification of investment, the demand for jewelry not only decorates its function, but also becomes a good choice for investment preservation.

⑦ Brand hegemony between China and Hong Kong: With the government's zero tariff policy on jewelry, Hong Kong enterprises will invest in the mainland on a larger scale and put more brand products on the mainland market.

(8) gradual concentration of brands: well-known brands have good advantages in products, services, brands, funds, talents, management and operation, which will inevitably gradually integrate the jewelry market in large and medium-sized cities in China and realize large-scale chain operation. The market scope of small brands will be smaller.

3. Future market influencing factors:

① Changes in the domestic macro-political and economic environment: the mainland's political situation is stable, economic construction is the mainstay, government functions are transformed, work efficiency is improved, and the environment is improved.

② Residents' income level and future expectation: the income of urban residents in large and medium-sized cities has increased steadily and rapidly, and the level of consumer demand has improved.

(3) Changes in residents' consumption structure: Consumer demand has entered the stage of comfort and enjoyment, and the proportion of high-end consumption in the consumption structure has increased. ④ Residents' psychological demand for consumption: they have confidence in the expected income index, and their personal consumption, advanced consumption and fashion consumption are similar to those of developed countries abroad.

⑤ Changes in the international situation: The international situation is still dominated by peace. The exchange rates of major currencies, such as the US dollar and the euro, are unstable, and jewelry and diamonds play a significant role in maintaining value, and the domestic market is not greatly affected by the international community.

Third, the company market diagnosis:

1, question:

① product positioning: there are many samples of low-grade products, and the product positioning should focus on middle and high-grade products, so as to reduce the number of samples of low-grade products.

2 price strategy: refer to pricing. 70% of similar products with the same grade are priced 5-20% higher than brands with the same grade. Reflect the brand image.

③ Quality control: the enterprise's quality system is not perfect, there are omissions in internal and external quality control, and quality accidents are not handled thoroughly and quickly.

④ Service quality: there is no perfect service system that can promote sales, and the service content is few, and the service level needs to be improved.

⑤ Brand communication: there is no systematic brand building system, no attention is paid to brand promotion, and the construction of popularity and reputation is not strong enough.

⑥ Channel management: Mainly direct chain stores, with great pressure on self-owned funds, limited scale expansion, high operating risks and high costs.

⑦ Promotion: There are few forms and modes of promotion activities, less centralized operation, low efficiency and insufficient resource integration.

⑧ Store management: the structure and quantity of store samples are unreasonable, the counter layout and site effect are not eye-catching and prominent, and the brand promotion is not prominent.

Pet-name ruby personnel management: the terminal personnel are in an incorrect working state, unable to understand the site specifications, and lack direct selling skills.

Attending public relations: improper handling of local public relations, improper handling of events that have adverse effects on the company and damage the company's reputation.

2. Market opportunities:

Well-known brand: a well-known brand in Hong Kong, which has a certain reputation in the industry, is a professional manufacturer and seller of jewelry and diamonds.

② Sound network: early layout, reasonable distribution, wide coverage and good operation.

③ Rich products: independently designed, produced or purchased, with novel and unique product styles, reasonable product structure and rich production lines.

④ Professional team: After years of operation, an effective management mechanism and team have been formed.

⑤ Capital advantage: Hong Kong has a strong corporate background, capital operation and strength.

⑥ Huge market: The domestic economy is developing steadily, with a large population, some people get rich first, and the market capacity and growth rate are relatively large.

Four. Market objectives:

1. sales performance: the sales revenue in 2003 was not less than 1 100 million yuan, an increase of more than% over 2002.

In 2003, the number of products sold was not less than10,000, an increase of more than% compared with 2002.

2. Sales network: In 2003, a new direct store was established in China, reaching 100, and franchise chain stores were established in Jiangsu, Hunan and other provinces. The sales network covers 25 provinces in China, and the total number of stores reaches 100.

3. Average single store sales: In 2003, the average single store sales was not less than 10000 yuan, an increase of more than% over 2002.

4. Diamond Club: Develop ZDS Diamond Club with10,000 members, and increase brand awareness by%.

5. New product promotion: achieve the marketing and sales targets of three series of new products every quarter. New products accounted for more than 50% of the total sales in this quarter.

Five, marketing planning implementation strategy:

(1) marketing purpose:

Marketing screenwriter, product role, channel setting, advertising, promotion of soundtrack, service follow-up, moderate price, customer recognition, and market completion.

(2) product strategy:

① product positioning:

Based on high-end products, production, proofing and sales. Judging from the price system, it shows that ZDS focuses on middle and high-end consumers and highlights the noble quality of ZDS, a well-known brand made in Hong Kong. At the same time, the product price system is perfect and the affinity is high, which will not make customers feel distant.

② Brand positioning:

Specific positioning: International brand of jewelry and diamonds, built for mainstream people and catering to high-end consumption.

B brand connotation: noble, classic, professional and fashionable.

C brand affinity: an international brand, came to China.

D brand identification: complete CIS system, continuous advertising, easy to identify and remember.

E brand reputation: high-quality products, perfect service system, assured first choice.

F brand public image: participating in public welfare activities, caring actions, donating money for education, etc. To repay the society and establish a public image.

③ Price positioning:

Reference price:

Referring to similar products and well-known brands, the price is 5-20% higher than that of competitors, and the promotion reflects the brand advantage and realizes differentiated premium income.

Price control:

Clear the price system, the national unified price, stores have no right to price fluctuations, and it is strictly forbidden for stores to discount privately. Unless there is a national unified promotion and new products listed, it is forbidden to sell at a discount, so as not to dampen customers' trust in the brand.

C. Discounted sales: Give a reasonable discount to wholesale business or bulk purchase, but maintain a unified retail price. There is a special channel operation and incentive system in batches to limit the price fluctuation of retail stores.

D. price positioning and sampling criteria:

Attachment: Product Quantity Standard for Store Layout

Fan, marketing strategy

Modern people worry that big fish and big meat will lead to diseases such as high cholesterol, high blood pressure and stroke. Therefore, people urgently need natural, healthy, convenient and accessible food, and fresh canned fruit juice is one of them. At present, most fruit juices on the market are only 10%-30%, and there are not many kinds of pure fruit juices with 100%, which is a market worthy of intervention.

First, the beverage market competition situation

1. Market leader: Yimeibao Ji Chun Juice.

2. Market Challenger: Unified Juice

3. Market followers: Bomi Orchard

4. Market substitutes: Our products? Xianba Guo Chun Road

Second, the target market of beverage marketing

Office workers who eat out: Most office workers solve their lunch outside or bring their own lunch boxes, or order lunch boxes collectively or eat out. It is inconvenient to eat fruit, so canned fruit is a healthy and convenient choice for them.

The second stage will be extended to primary and secondary school students and eventually to all health-oriented families.

Third, the beverage market segmentation.

1. Gender: female (majority) male (minority)

2. Income: The monthly income is more than RMB b 1XX.

3. Consumption habits: I like cheap and convenient items.

4. Lifestyle: Pay attention to health, beauty and beauty.

5. Region: A highly urbanized region? Taipei City, Taichung City and Kaohsiung City

Fourth, commodity positioning.

1. Commodity:? Pure juice? Is it a fruit plan, but it is denied in name? Plan? Because? Lou. Give a person the feeling than? Juice? Precious, concentrated and carefully refined.

2. Brand: fresh? Take the meaning of freshbar, although use it? Bitch? Homophonic, still playing? Dancing? Samba? Samba can deepen the impression of consumers and has a tropical feeling. Fresh, right? The attraction of tropical fresh juice

3. Packaging: 150cc aluminum foil packaging, limited appetite after meals, 150cc is just right, you can drink it all at once, and the aluminum foil packaging is light in weight and convenient to carry.

Five, beverage marketing planning scheme

Pricing strategy of intransitive verbs

1. Purpose:

Strive for market share, reaching 30% within one year.

2. Other brands:

(l) Notes on Yimei Xiaobao: 125cc, aluminum foil packaging 10 NT.

(2) Unified juice: 250cc, pop-top cans 20 yuan NT.

(3) Bomi Fruit Garden: 250cc, aluminum foil bag 16 yuan NT.

3. Pricing:

In order to gain the market share of Yimei Xiaobaoji, the price is determined as NT 10, 150cc, and it is packed in aluminum foil.

Seven, access strategy

? supermarket

? fast food restaurant

? Convenience store, fair price center

? The food plaza in the department store

? bakery

? Cafe?

? Lunch box contractor

? wineshop

? Restaurant, restaurant

? discotheque

? Stations, airports

? Organ camp welfare station

? School welfare association

? snack bar

? Lutan

? Bus ticket booth

? Binglangtan

? Vending machine eight. promotion policy

(1) Advertising:

1. Radio stations: icrt, Zhongguang Pop Network, Youth Network and Music Network.

2. TV: Channel 3, from 6 pm to 9 pm.

3. Newspapers: China Times, Business Times, United Daily News, Economic Daily and Minsheng Daily.

4. Magazine: Wei Wei, Dai, Fashion, World, Excellence

5. Inside and outside the carriage

6。 Poster, dm

7. Balloon: Make it into a fruit shape.

(2) Promotion:

1. Try drinking.

2. raffle: cut corners on the box or buy a box of raffle tickets.

3. Gifts: Gifts will be given as soon as the chamfering on the container is completed.

4. TV program giveaways: storm, lust, invincible, happy fax, 50 phone calls.

5. Sponsor public welfare activities

(3) publicity reports:

All promotional activities can be written as press releases for news media to report.

Fan Wensan, Marketing Strategy

Schools are almost dominating the world, giving students more choices, enjoying better service, saving phone bills and less radiation from mobile phones.

The main target of the activity: freshmen of grade 05.

Campaign slogan: Save money, so simple!

Activity background: Since China Telecom was split up, with the rapid rise of wireless communication, the telecom business has been in a dilemma of no open source and no profit growth. Yi Lingtong, which is positioned by the Ministry of Information Industry as a supplement and extension of the fixed telephone network, is to use the existing fixed telephone network to realize wireless access, break the situation that the high-end communication market is dominated by mobile and China Unicom, and form a three-legged competition situation from the market structure. In fact, in 2003, in the panorama of the growth of users in the entire telecom market in China, Yi Lingtong increased by 23 million, and the total number of users reached 35 million, far exceeding people's predictions, and became an important force in the telecom market in China. Yi Lingtong, with its low tariff advantage, was welcomed by consumers at the initial stage of listing and attracted great attention from all walks of life with the potential of starting a prairie fire. Tens of thousands of the first batch of Yilingtong users felt the fashion and charm of Yilingtong's low price and environmental protection. However, Yi Lingtong was fiercely blocked by competitors at the initial stage of listing, and the fierce market competition made the sales situation not as optimistic as people expected. Analysis of the reasons shows that although Yichang consumers tend to spend rationally, most users with mobile communication needs have already bought mobile phones, and competitors have blocked the market in advance. The deeper reason is that the market has not been effectively subdivided and different telephone package services have been provided on the basis of market segmentation. College students belong to the neglected part.

As far as the market of Three Gorges University is concerned, most students belong to low-end users who need mobile communication. They pursue fashionable mobile communication as a supplement to daily communication, and at the same time belong to low-end consumer groups without economic income sources. The contradiction between them provides a larger development space for Yi Lingtong's development. There is a big gap in the development of Yilingtong business in the campus market.

In this case, with the further development of Yichang communication industry, we will strive to occupy a larger market share in the campus market in the field of mobile communication, radiate the whole society, and lay a solid foundation for the long-term development of Yilingtong business.

Pre-preparation:

1 The main person in charge of the event contacted Yichang Telecom to explain the event planning scheme to the main person in charge of the telecom.

The main person in charge of the activity negotiated with Telecom to tailor a tariff method for the three major students.

If possible, you can set up three main LANs.

In order to attract students to use it, it is best to carry out some telecommunications activities. You can call PHS in advance, and freshmen can enjoy a few months' rent-free.

Recruiting a group of students to participate in this activity at school requires good eloquence, strong communication skills and hard work.

Advantages of PHS:

1 has lower radiation than the remote control.

Our government bears an extremely important responsibility for the environmental protection of electromagnetic radiation, and the current electromagnetic radiation protection standards in China are much stricter than those in industrialized countries in Europe and America. According to the relevant test report, the maximum radiation frequency of PHS mobile phone is 10 MW, which is much smaller than the power of TV remote controller (25 MW) and can be completely ignored.

In addition, PHS does not transmit power in the dormant state, that is to say, PHS mobile phone has no radiation at this time, and only when the call is processed from the dormant state to the talking state, interactive transmission is carried out. The transmitting power of PHS mobile phone is calculated according to the distance between PHS and human body 1 cm, and only 0.25 MW/cm2 of PHS mobile phone electromagnetic radiation is absorbed by human body. The electromagnetic radiation power of PHS mobile phone is only1150 of China's microwave hygiene standard.

2 Low telephone charges

Because the tariff standard of PHS is basically the same as that of fixed telephone, using PHS in this city can greatly reduce the telephone bill; In addition, PHS can not only make domestic and international long-distance calls, but also make IP calls, so that users can enjoy cheap long-distance calls anytime and anywhere in the city.

3 colorful and cool life

At present, mobile communication devices not only have basic communication functions, but also become portable entertainment devices that can watch news and play games on the Internet. PHS is not inferior in this respect. The data channel of PHS wireless local telephone system is as high as 64K/32K, and users can enjoy wireless Internet service anytime and anywhere.

Three specific situations

1 market potential

There are many freshmen in grade 05, plus senior students, and the market potential is great. College students are a special consumer group and the main force of social consumption in the future. The consumption concept formed by students now plays an important role in the future consumption mode.

There are many people with mobile phones in the school. 60% of students have mobile phones, which shows that college students have great demand for mobile communication services. User-to-user communication Mobility? If there is demand, it means that he may become a customer of Yilingtong service. ? Mobility? It is the biggest advantage that Yi Lingtong is different from fixed telephone. In the Three Gorges University, almost 90% of students communicate mainly by fixed telephone or mobile phone, which accounts for a large proportion. This determines that they are potential users of Yi Lingtong.

3 competitors' situation

The mobile company's network is not good on campus. Xinyuan computer room, G building and other places often have no signal, which is very inconvenient. Mobile charges are not cheap, and users who move around the campus are already supersaturated. Because there is no economic income, most of the daily expenses are provided by families, and the communication consumption ability of college students is not high. The monthly consumption telephone bill is about 25-200 yuan, and the per capita monthly telephone bill is about 50 yuan. It shows that although the university market is a low-end market, the ARPU value (average monthly income per user) of Yilingtong is higher than that of fixed telephone, and the cost is much lower, so it is a consumer group that operators should focus on cultivating.

4. Specific usage

Mobile phones have high prices, high tariffs and strong radiation.

PHS has small radiation, good campus signal, low charges (PHS can make IP long-distance calls, 20 1 calling cards can also make long-distance calls), and the average monthly phone bill is lower than that of mobile phones, which is very suitable for students. PHS can now send short messages and surf the Internet with functions similar to mobile phones.

Publicity method:

1 telecommunications and school contact. Information about telecommunications is printed on the envelope of each admission notice, and a leaflet is attached to each admission notice.

Note: The contents of the leaflet include the new privileges of students (special preferential activities for students).

B The advantages of PHS itself (low telephone charges and low radiation) should be written from the perspective of parents. When freshmen enter school, A posts advertisements on the school bus to welcome them. Promote them in the form of banners and billboards in schools. Put the leaflet on the desk of the freshman dormitory.

Specific operation:

1 at the beginning, the business office should be located near the school gymnasium, in a garden. Every organization must have at least one student (to know the real sales situation).

Setting up special institutions in schools not only makes people feel trustworthy, but more importantly, it can provide professional and thoughtful services. In the form of monopoly, students are given certain price concessions, and the specialty store is responsible for sales and after-sales service, and is used to distribute some advertising materials, feedback information in time, and deal with general problems arising from users' use. Finding some students to act as agents in the school will be closer to students' life and better service in the later period. It is also convenient to master all kinds of news of the school and further pave the way for the later market, so as to make this activity better.

Student salary: telecom sales commission, specific distribution: those who can get more for more work.

Distribute net profit other than cost.

Outreach personnel-25% of net profit; B Promoter-65,438+05% comes from net profit.

C students who work on site-25% of net profit-35% of the person in charge of the activity.

publicize

The success of our product development is of epoch-making significance, which indicates that middle-aged and elderly people no longer have to worry about the sudden onset of diseases. In order to let consumers know our product information in time, our publicity measures mainly include:

First of all, we will use traditional advertising methods to promote our products through TV, newspapers and radio.

Secondly, for those young people who are still children, we will put them on famous websites in the form of online advertisements, so that they can browse our product information when surfing the Internet.

Third, the promotion of products is very important. Our sales promotion method mainly consists of two parts: on the one hand, the agency hospital is responsible for recommending to many patients; On the other hand, product promotion is carried out by sales staff.

In the process of promotion, distribute some advertising materials, collect feedback information in time, and deal with general problems in users' use.

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