How to write product marketing strategy (2)

Be product marketing strategy template two: 1. Planning purpose:
1. Promote the ZDS brand, increase brand affinity and customer receiving, loyalty, enhance brand image, and increase brand awareness and reputation.
2. Promote the marketing of the company's products, expand product sales, realize the sustainable and healthy growth of the company's market performance, and increase the market share of the product market.
3. Analyze the company's market environment, diagnose problems and development opportunities, clarify the company's annual goals, and guide the company's annual marketing activities.
4. Evaluate the effectiveness of marketing activities and market formats implemented by the company to adapt and guide market development.
. The overall market environment:
1. Market status quo:
① high -speed growth, huge potential. Economic growth, increased residents' income, gradually relaxing policies, gradually standardized markets, and market potential greatly growing.
② many brands, low concentration. There are many well -known domestic brands and local brands, and there are no strong brands in the industry.
③ demand diverse, rational consumption. Jewelry jewelry consumption structure and demand level diversity, which is a relatively rational consumer behavior.
④ The price is chaotic, and good and bad. The market price is poor, the brand price system is chaotic, and the quality of the product is uneven.
⑤ focus on products and ignore services. For more attention to the style quality of the product, it pays attention to service and as promotions.
⑥ Decisive terminal, distribution lack of skills. Product sales rely on terminal store retail, and the sales method chooses the narrow contact surface of the customer and the customer level.
⑦ Direct operations are mainly based on steady development. The sales channels are dominated by manufacturers' direct operation, and they have initially rises to join the chain.
⑧ promotion is weak, and the area is uneven. The lack of effective and effective promotional activities and promotion measures, the regional market differences are different.后The lack of talents and insufficient stamina. The market starts late, there are few professional technical marketing talents, and the development of corporate development is insufficient. At present, the Chinese and Hong Kong brands gather in the mainland market and siege the city. The market needs a strong brand to unify the pattern.
2. Market prospects:
① market high -speed growth: domestic economic development trend is good, savings growth is rapid, especially some groups that are rich first, focus on the quality of life, and demand for high -end jewelry consumption.
②The market potential: there are many people in the mainland and the market consumption base is large. With the steady growth of urban residents' income, the consumption structure changes, the proportion of high -end consumption has become large, and the market size of jewelry and jewelry in the future is huge.
③ Government encourages consumption: The government implements positive fiscal policies, in order to drive domestic demand, actively guide and encourage consumption, and gradually improve the credit policy.
④ market is becoming increasingly standardized: the government protects the interests of consumers, combat counterfeit and inferior, rectify and standardize the market environment and order, and gradually eliminate local protectionism, which is conducive to cross -regional chain development in the jewelry industry.
⑤ Consumption structure is complicated: the demand for different ages and income levels is significantly differentiated, and the product has corresponding consumer groups.
⑥ Decoration and preservation: Increased income, diversified investment, and the demand for jewelry, while decorative functions, also become a good choice for investment preservation.
⑦ 港: With the government's zero tariff policy on jewelry, Hong Kong companies will invest in the mainland with a larger scale and more brand products to put on the mainland market.
⑧ brand gradually concentrated: Well -known brands have good products, services, brands, funds, talents, management and operations, etc., and will inevitably gradually integrate domestic large and medium -sized cities jewelry markets to achieve large -scale chain operations. The small brand market will be smaller.
3. Future market impact factors:
① Domestic macro political and economic environment changes: Mainland political situations are stable, economic construction is mainly, government functions conversion, improvement efficiency, and environmental improvement.
② residents' income level and future expectations: The income of residents in large and medium -sized urban urban cities has steadily increased, and the level of consumer demand is improved.
③ Resident consumption structure changes: consumer demand enters the stage of comfortable enjoyment, and the proportion of high -end consumption in the consumption structure increases. ④ Resident consumption psychology: confidence in the expected income index, personalized consumption, advanced consumption and fashion consumption are converging with developed countries abroad.
⑤ International situation changes: The international situation is still the main line of peace. The main currency exchange rates such as the US dollar euro are unstable, and the value preservation effects of jewelry and diamonds are significantly. The domestic market is not significant internationally.
. The company's market diagnosis:
1. Existing problems:
① Product positioning: There are too many low -end products, product positioning should be based on mid -to -high -end products, reducing the appearance of low -grade products. quantity.
② Price strategy: The price should be referred to. 70%of the products of the same grade products are higher than 5-20%of the same grade brand. Reflecting the brand image.
③ Quality Control: Incormed enterprise quality system, omissions of quality control in internal and external, and incomplete and rapid treatment of quality accidents.
④ service quality: no improvement and sales service system with sales, less service content, and service levels need to be improved.
⑤ brand communication: There is no system brand shaping system, which does not pay attention to the brand's improvement, and the reputation and reputation construction is insufficient.
⑥ Channel operation: mainly based on direct -operated chains, high pressure on its own funds, restricted scale expansion, large operating risks, and high cost.
⑦ Promotional promotion: There are few forms of promotional activities, less concentrated operations and low efficiency, and insufficient resource integration.
⑧ Store management: The structure and quantity of the store's samples are unreasonable, the counter layout and on -site effect are not eye -catching and not prominent, and the brand promotion is not prominent.
The personnel management: end staff's work status is not correct, unable to understand on -site specifications, and lack of direct sales skills.
关系 Public relations: It is not appropriate to deal with local public relations, and incidents that cause adverse impacts to the company are improperly dealt with and harm the company's reputation. rn 　　2、市场机会：rn 　　①知名品牌：知名香港品牌，在业内有一定的知名度，专业的珠宝钻石制作和销售商rn 　　②网络健全：布局早，分布合理， Wide coverage and good operation.
③ products rich: independent design and production or procurement, novel and unique product style, reasonable product structure, rich in production lines.
④ professional team: operating for many years, forming a certain effective business management mechanism and business team.
⑤ Capital advantages: Hong Kong corporate background, capital operation and power are relatively strong. ⑥ The market is huge: the domestic economy has continued to develop steadily, with a large population, and some of them are rich first, and the market capacity and increase are large.
. Market goals:
1. Sales performance: In 2003, sales revenue was not less than 100 million yuan, an increase of%or more from 2002.
did not less than 10,000 sales products in 2003, an increase of%or more from 2002.
2. Sales network: In 2003, a new home store in the country was built in the country, reaching home, and at the same time established home franchise chain stores in Jiangsu, Hunan and other provinces. The sales network covers 25 provinces across the country, and the total number of stores has reached home.
3. Average sales of single stores: The average sales of single stores in 2003 did not be less than 10,000 yuan, an increase of%or more from 2002.
4. Diamond Club: Develop ZDS Diamond Club members, and the brand awareness increases a percentage point.
5. Promotion of new products: Complete the listing promotion and sales goals of the three series of new products per quarter. New products accounted for more than 50%of the total sales of the quarter. rn 　　五、市场营销策划实施战略：rn 　　(一)营销宗旨：rn 　　营销编剧，产品担角，渠道搭台，广告造势，促销配乐，服务跟进，价格适中， Customers are recognized, and the market is ended.
(2) Product strategy:
① Product positioning:
based on mid -to -high -end products for production, sample and sales. From the price system, ZDS focuses on mid -to -high -end consumers, highlighting the noble quality of ZDS, and is a well -known brand in Hong Kong. At the same time, the product price system is perfect, and it is highly affinity, and it will not make customers feel a sense of distance.
② brand positioning:
A specific positioning: jewelry and diamond international brand, created for mainstream society, catering to mid -to -high -end consumption.
B brand connotation: noble, classic, professional, fashionable.
C brand affinity: international brand, come to China.
D brand awareness: complete CIS system, continuing to advertise, easy to identify memory.
E brand reputation: high -quality products, perfect service system, rest assured that the first choice.
F brand public image: Participate in public welfare activities, love action, donate funds to school, return to society, and establish a public image.
③ Price positioning:
A reference pricing:
The reference to similar products and well-known brands, the price is 5-20%higher than the opponent, publicizing and reflecting the brand advantage, and realizing differentiated premium benefits.
B price control:
Chat the price system, uniformly determine the price of the country, the store has no right to float, and it is strictly forbidden to discount stores privately. Unless the national unified promotion and new products are launched, discount sales are prohibited to avoid contusion. Customers' trust in the brand.
C disclosure sales: reasonable discounts for wholesale business or batch purchase, but the unified retail price must be maintained. There are special channel operations and incentives in batches, restricting retail stores floating on prices.
D price positioning and sample standard: