Marketing plan

 

A summary, plan

1, the annual sales target 6 million yuan;

2, the dealer network 50;

3 in automatic control products, the company has certain market popularity;

Second, the marketing conditions

Air conditioner auto-control products belong to central air-conditioning industry related products, the products by consumer market held in, but total demand is considerable. As the city construction and the continuous improvement of people's living standard as well as products renewal period drive the market the arrival of the continuous growth of the amplitude, thus promote the overall market capacity expansion. Lake is located in the central part of the south China, air conditioner auto-control products demand is bigger: 1, hot summer and cold winter spring; 2 in the past two years, the real estate industry development of hunan rapidly, particularly in high-grade business in the construction of the building, the villa group; 3, hunan, into the western development, will increase various basic engineering construction; 4, xiangtan city into the; 5, chenzhou, yueyang, changde and other large industrial park and construction zone; Six people for their own life requirement, the enhancement; To sum up, the automatic control products especially high-grade empty air conditioner auto-control products in the development of hunan great potential.

Marketing way in general, air conditioning automatic control products sales but way three: engineering bidding, real estate group buying and private project. Engineering bidding channel occupies a share, but house property group buying and private project two channels development is rapid, has presented a diversified development situation.

From the enterprise sales channels to see, most of the company USES the office of the mode and dealers, domestic air conditioning control product enterprise in 2007 are increased efforts for the national marketing network deployment and the consolidation of traditional channels, strengthen and design institute and the management of the public relations department cooperation. In the time of relatively late air conditioning control product enterprise that, because the market accumulation time is relatively short, and eager to quickly open market, so basically all use do things and distribution system in the channel mode. For the fast reaction to market, all the auto-control products into the market in hunan in hunan are in stock. Hunan air conditioning control product market capacity is bigger and very big potential, development is generally optimistic about the potential, therefore to have not into hunan market has a lot of brand market opportunities, as long as the proper comparison of the marketing strategy, it can be packed into hunan market. At present Shanghai is a in hunan auto-control products based on the air conditioning market is weak, the team is still relatively young, brand influence also need to consolidate and the development. In the process of sale must be very clear our advantage, and to play to reach perfection; And to find out the weakness of the company and I put forward in time, to overcome the maximum value; Improve the service level and the quality, the service consciousness through to the communication with customer's each link, pay attention to return before the sale of after-sales and so on each service.

Three, the marketing target

1. The air conditioner auto-control products should with long-term development for the purpose, and strive to root hunan. In 2008 to establish a perfect sales network and the model project is given priority to, the sales target for 6 million yuan;

2. Ranked the first-class air conditioner auto-control products supplier; Become a fast growing success brand;

3. The air conditioner auto-control products to drive the air conditioning products sales and development.

4. The recent market sales target: in a very short period of time make marketing performance fast growth and by the end of the year to make themselves products become famous brand in the industry, replace TongShuiPing province part of the product market.

5. Committed to the development of distribution market, by the end of 2008 to 50 home distribution business partner;

6. Whatever mental, physical strength to devote to work, the work has a high efficiency, high income, high salary development;

Four, the marketing strategy

Such as fruit air conditioning control products to rapid growth, and will be the competitive advantage, the best choice is necessarily--" focused "overall competition strategy. With the rapid development of hunan economy constantly, and expansion of the size of the urbanization, the consumption of the air conditioning control product market potential is very great, target strategic focus for us is wise competition strategy choice. Around "focused" overall competition strategy we can take to specific tactical strategies including: market focus on strategy, product with focus on strategy, dealers focus on strategy and other for supporting the strategy focused and four aspects. For this reason, we need hunan market will be divided into the following four:

The core strategy of market-changsha, zhuzhou and xiangtan, yueyang

Key development-oriented market-chenzhou, changde, zhangjiajie, huaihua city

Fostering market-loudi, hengyang, shaoyang nowadays

Wait for development market-JiShou, yong, yiyang,

General marketing strategy: full marketing and the direct sales and marketing channels in close to the marketing strategy

1, target market:

Blossom everywhere, the center city and small and medium-sized cities also breakthrough, emphasizing on the development of industry model project, vigorously develop key area and key agents, rapidly promote the product sales and increase of the value of sales.

2, product strategy:

With overall solutions of the whole drive sales: requires our products can form complete solution and a successful cases, thus driving all products sales. Size interactive: to the air conditioning control products sales drive valve and other product sales, the valve and other products in the air conditioning control project to promote the sale of our products.

3, price strategy:

High quality, the high price, high profit space for the principle; Develop a realistic price list: price list is divided into two layers, and the media, open quotation, market of the sales floor price. Make higher return on point and return point season policy, in order to control marketing system. To strictly control the price system, to ensure that level 1 distributors, secondary distributors, project engineering company, the end user level the gap between the price of profit space. In order to adapt to the market, price policy and should have certain can activity.

4, channel strategy:

(1) distribution partners into second class: one is the distribution customers, is our key partners. 2 it is engineering business customers, is the foundation of our customers.

(2) the establishment of the channel model: a. take stepped-up way, to draw up A contract, to do the sales forecast table, then formally signed agreement, order the first shipment. If not stock is not to sign the agency agreement; B. take looking for the important customer way, through the negotiations will be pressure to distributors hand goods, then our sales and marketing support follow; C. take competition between the agency pick mentality, in the negotiations for a local potential customers and make our grasp the initiative and high-profile appearances. Can not enter the market with a low profile; D. draw up a contract, in our advertising can appear draw up the name of the agents, distributors and the original pick took the contradiction of the manufacturer, we enter the market opportunity; E. In the local area on the market, always guaranteed a local can become one class representative secondary agent, to a threat agent to level and play a role in promoting.

(3) the market a push, pull power. The fast growth, will be the driving force. Pull require a long time of the students. For this, we will focus on open up channels on the distribution, in addition, be responsible for big account of personnel and project traders of the main industry market and engineering personnel market, in three months to complete 4 ~ 5 items model project, to internal staff and distributors to build up confidence. By the end of next year, to finish their marketing quota.

5, personnel strategies:

The marketing team of the basic idea: a. the open heart; B. victory over self; C. professional spirit;

(1) the business team vertical contact, maintain effective communication, to make rapid response. Team construction flat.

(2) internal staff report system and sales reward system

(3) with professional spirit to sell products. Value = price + technical support and service + brand. The actual sales is a solution.

(4) prepare sales manual; Including agency rules of the game, technical support, marketing work scope and function, can solve the problem and provide support for details.

Five, the marketing plan

1, the company should make good use of Shanghai brands, go brand development strategy;

2, and integrate the hunan local resources, establish the perfect marketing network;

3, train a lot of good customers and build a good social relationships;

4, and build a good marketing team;

5, choose a suitable for the company's market operation pattern;

6, holds the company product characteristics, looking for the selling point of the company.

7, the company in hunan appropriate USES direct sales and distribution combination of market operation pattern; Direct selling do model project and drive the development of distribution network, sales and distribution do as the company profit growth point;

8 and direct marketing promotion and the personnel of the way of the combination of the media publicity to expand the market, according to air conditioning automatic control products, we can use the district extension method and key engineering machine project model project convince law;

9, as soon as possible in order to enter the market and to the company's long-term development, should be with changsha as the center, to all cities in hubei province march, among them with changsha as the core, a city for profit growth point;

10, hunan channel appropriate USES flat mode and make channel construction and management, in the channel construction can do not set provincial total dealers, but a city as the basic unit division, each level set two dealers, and the camp pin tentacles extending to the market value of the market has at the county level, to change the present hunan other air conditioning control product brand in the market for long time of regional guerrilla way, USES the positional warfare, the establishment and the dealer long-term interests relations product brand of operation mode, to each region and intensive cultivation market, slow and steady.

11, in order to ensure the realization of the tactics, especially in order to strengthen the construction and management of the channel, must build an edgy competitiveness can of the marketing team: make sure the marketing team relative stability of liquidity and reasonable, the qualified personnel of not less than three marketing; Make good recruitment, training work; Trial of the best-performing sale member will be deployed to the district was a district director;

12, strengthen the sales team management: the three A management system; The competition and incentive factors; Sales meeting held regularly; Set up long-term development thought, use and training combined.

13, sales performance: the company issues in the sales task, according to the market situation of specific decomposition. The main method is: increase team quality and strengthen team management, and carry out various sales promotion, formulate award system and incentive schemes.

14, project traders, agent management and relationship maintenance: according to the existing project traders customer, agent or the expansion project traders and business agent and the relation between the effective management maintenance, to each project traders clients and agents build customer file, understand the sales and strength, company's enterprise culture dissemination and the company's 2008 annual new products spread. This work finished in 6 month. In busy season after season and before the timing for communication. Understand each project traders and agents of the person in charge of the basic regularly visit, and to communicate effectively.

15, brand and product promotion: brand and product promotion in 2008 and execution of company's regular brand promotion and product promotion activities, and planning some costs, lower public relations activities, enhance the brand image. Possible and each project traders and joint promotion agency, not only can expand the influence, you can establish good guest feeling relationship. The main product promotion for some "road show" or outdoor static displays some product promotion and normal business promotion.

16, terminal layout, channel developing: according to the company's 08 sales targets, channel network popularization would be a big number increase, according to the situation anywhere, at any time, actively cooperate with business departments, and actively cooperate with the dealers image building.

17, the sales promotion activity that plan and implement: according to the market situation and competition sales promotion activities, flexible planning some sales promotion activities. Subject to avoid its advantage ideas, tapping the disadvantages, according to the company's product advantage and the resources superiority, highlight key planning and execution.

18, team construction, team management, team training

Six, equipped with and budget

1, marketing team: annual qualified personnel is not less than three people marketing;

2, all work focus to improve sales tilt, to establish long-term employment system, and make sure that the marketing personnel's various logistics work launched in place on time.

Three, to adapt to the market, the company in hunan must have a certain amount of stock to ensure sufficient supply timely, proportion coordination to inventory optimization, try to avoid break goods or out of stock phenomenon. (in changsha has talked about a distributor, the dealer provide free appearance, personnel).

4, always conducting market research, market dynamic analysis and information feedback do enterprise and market the runner. To build a rapid response mechanism.

5, coordinate distributors and dealers on the aspect of the relationship. According to the technical and support personnel, and go all out to complete terminal task.

6, widen the products of the company take, increase profit point.

7, must establish the operating budget and budget, the fund budget decisions are generally do business with the achievements and regulation.

8, in order to strengthen the agile, rapid change institutions, the company will greatly committee let authority, make the staff to a decisive, but not to any foreign personnel divulge confidential price, in communication with customer, such as the case of price is set decision, shall instruct the company leadership;

9, to achieve the purpose and responsibility to determine responsibility system, the company will implement handsomely soaked policy;