healing stones and crystals jewelry wholesale Marketing strategy model

sell stainless steel jewelry wholesale Only by planning the marketing strategy of the product can products be better sold out. The following is the marketing strategy model I compiled for everyone. Let's take a look together!
The marketing strategy model essay
1. Planning purpose:

1. Promote 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, achieve sustainable and healthy growth of the company's market performance, and increase the market share of the product.

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 implemented by the company and the development trend of market formats 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 for diverse demand, 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 the product and ignore the service. For more attention to the style quality of the product, it pays attention to service and as promotions.

⑥ The end of the victory, distribution lack of skills. Product sales rely on terminal store retail, and the sales method chooses the narrow contact of the contact surface and the customer level.

⑦ Direct operating is mainly based on it, and develop steadily. The sales channels are dominated by manufacturers' direct operation, and they have initially rises to join the chain.

⑧ promotional weakness, uneven region. 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 is good, savings growth is rapid, especially some groups that are rich first, pay attention to the quality of life, right High -end jewelry consumption demand is strong.

② market potential is huge: the mainland population is large 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 will increase, and the market size will be huge in the future.

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 at high, middle and low -grade.

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 China -Hong Kong brand hegemony: As the government implements zero tariff policy for jewelry, Hong Kong companies will invest in the mainland larger in the mainland and put more brand products in the mainland market.

⑧ brand gradually concentrated: well -known brands have the advantages of good products, services, brands, funds, talents, management and operations Essence The small brand market will be smaller.

3. Factors of future market influence:

① Domestic macro political and economic environment changes: mainland political situations are stable, economic construction is mainly, government functions conversion, improvement efficiency, improvement of environmental improvement Essence

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

③ changes in the consumer structure of residents: consumer demand enters a comfortable and enjoyable stage, 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 based on peace, the exchange rate of major currency in the US dollar euro is unstable, jewelry diamonds and other value preservation effects are significant, and the domestic market is not significant internationally.

. The company's market diagnosis:

1. Existing problems:

Middle and high -end products are mainly to reduce the number of low -end products.

② price strategy: refer to the pricing. 70%of the products of the same type of products should be priced higher than 5-20%of the same grade brand. Reflecting the brand image.

③ Quality control: The quality system of the enterprise is incomplete, the quality control of internal and external quality is omissions, and the quality of quality accidents is not thorough and rapid.

④ service quality: no improvement and sales service system with sales, less service content, and service levels need to be improved.

⑤ brand communication: no system brand shaping system, not paying attention to the brand's improvement, and insufficient reputation and reputation.

⑥ Channel operation: Mainly 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 personnel management: end personnel's work status is not correct, unable to understand on -site specifications, and lack of direct sales skills.

⑩ Public relations: Increased handling of local public relations, incidents that cause adverse effects on the company, and harm the company's reputation.

2. Market opportunities:

① Well -known brand: Well -known Hong Kong brand, a certain reputation in the industry, professional jewelry and diamond production and seller

② The network is sound: the layout is early, the distribution is reasonable, the coverage area is wide, and the operation is good.

③ Product rich: independent design, production or procurement, novel and unique product style, reasonable product structure, rich in production lines.

④ Professional team: For many years, it has formed 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%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 percentage points.

5. New product promotion: 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.

5. Marketing planning and implementation strategy:

(1) Marketing purpose:

marketing screenwriter, product burden, channels set up, advertising Building potential, promotional soundtracks, service follow -up, moderate price, customer recognition, and the market finally.

(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 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 cognitiveness: 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 actions, donate funds to school, return to the society, and establish a public image.

③ Price positioning:

A Reference Price:

The reference to similar products and well-known brands, the price is 5-20%higher than the opponent. Brand advantages to achieve differentiated premium benefits.

B price control:

The price system, uniformly determine the price of the country, the store has no right to float, it is strictly forbidden to privately discount stores, unless the national unified promotion and new product launch of new products are prohibited. Forbidden discount sales, so as not to hurt customers' trust in the brand.

C discount 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 standards:

Attachment: Standard for the number of products on site layout
marketing strategy model essays 2
Big meat can cause excessive cholesterol, bringing high blood pressure, stroke and other diseases. Therefore, there is an urgent need for natural health, convenience and easy -to -earn foods. Fresh canned fruit juice is one of them, and the juice on the market is currently Most concentrations are only 10%one 30%, and there are not many types of 100%pure juice. It is a market worth interventional.

. The competition of the beverage market

1. Market leader: Yimei Baoji pure fruit juice n
2. Market challengers: unified fruit: unified fruit Origin

3. Market follower: wave honey orchard

. Market supplementary person: our company's product -fresh bar pure fruit

. The target market of beverage marketing

In external food office workers: the vast majority of office workers solve or bring their own box lunch, or group lunch for groups, or eat restaurants. It is inconvenient to eat fruits. Fruits are their healthy and convenient choices.

The second stage will expand to middle and elementary school students, and finally promote it to all healthy families.

. The beverage market segment

1. Gender: female (most) male (more)

Income B1XX or above

3. Consumption habits: love objects and cheap, convenient items r
4. Life patterns: focus on health, beauty, beauty r

5. Region: High -degree in urbanization -Taipei, Taichung City, Kaohsiung City

. Product positioning

1. Commodity: " Pure fruit dew "is a fruit plan, but deny the" plan "in the name, because" Lu "feels more precious, concentrated, and carefully refined than" juice ".

2. Brand: Fresh ... take the meaning of Freshbar's fresh bar, although it is homophonic with "March 8", but also pulls the "Dance" Samba) The impression of the person has a tropical feeling, which is in line with the appeal of fresh fruit juice from the tropical.

3. Packaging: 150cc aluminum foil bag, the amount of food after meals is limited, 150cc is just right, it is just right, You can drink it at a time, and the packaging of aluminum foil is light and easy to carry.

. The marketing planning plan of beverage

. Price strategy

1 Objective:

In the market share of the market, up to 30%

2. Other labels:

(L) Yimei Xiaobao Ji: 125cc, aluminum foil bag 10 yuan

(2) Uniform fruit juice: 250cc, easy to open a can 20 yuan Taiwan dollars

(3) Wave honey fruit garden: 250cc , Aluminum Foil Pack 16 Taiwan dollars

3. Price:

The target is to win the market share of Yimei Xiaobaoji.

. Passing strategy

· Super Market
n · Speed ​​food shop
n · Convenience store, parity center

· Food Plaza in department store

· West Point Bakery Shop
n · coffee shop
· N · lunch box contractor

· pub

· restaurant, restaurant
n · Disco n
· station, airport

· Organization District Welfare Station

· School Welfare Society

· Snack Base

Bus Ticket Pavilion

· betel nut stall

· Automatic vending machine 8. Promotion strategy

(1) Advertising:

1. Radio: ICRT , Zhongguang Pop.com, Youth Network, Music Network

2. TV: Sanshi from 6 pm to 9 o'clock time

Lianhe Daily, Economic Daily, Minsheng News

4. Magazine: Yiyi, Weiwei, Dai, Fashion, World, Excellence
5. Inner,

6. Poster, DM

7. Balloon: Make fruit shape

(2) Promotion:

1. Test drink

2. Lucky: Cutting on the box, or buying a box attached drawing voucher

3. Gift prize: Cutting angle on the set box to send gifts

4. 4. With TV show gifts: strong attack, good color head, hundreds of battles, happy fax, call 50

5. Sponsoring public welfare activities

(3) Propaganda reports:

All promotional activities can be written as press releases, providing news media reports.
The marketing strategy model three
The situation in schools almost move the world to allow students to have more choices to enjoy better services and save less calls. Level 05 Freshmen

Activity slogan: Save money, so easy!

In activity background: Since China Telecom has been split, with the rapid rise of wireless communication, the telecommunications business is on The profit growth point has been in the dilemma of open source. Yilingtong, which is positioned as a fixed telephone network by the Ministry of Information Industry as a fixed telephone network, is to use the existing fixed telephone network to achieve wireless access and break the situation of the high -end communication market from the unique situation of mobile and Unicom. Form a three -legged competition situation. In fact, in 2003, in the panoramic view of the growth of users in the entire telecommunications market in China, Yiling Tongjing increased by 23 million, and the total user reached 35 million. strength. With its low tariff advantage, Yilingtong was welcomed by consumers in the early days of listing. With the potential of Laguhara, it has received great attention from all walks of life. The first tens of thousands of the first batch of Yilingtong users have felt low prices and low prices and low prices. Green Environmental Protection and Yiling's fashion and charm. However, in the early days of Yilingtong's listing, it was violently blocked by competitors and fierce market competition, making the sales situation not as optimistic as people expected in the early stage. Analysis of the reasons, although consumers in Yichang City have gradually tended to consume rational consumption, most users who have mobile communication needs have already purchased mobile phones, and because of competitors in advance, the deeper level is that there is no deeper level. Effective segmentation of the market, and provide different toll packages on the basis of market segmentation. The college student group belongs to the neglected part.

In as far as the Three Gorges University market, most students are low -end users with mobile communication needs. They are pursuing fashion mobile communication as a supplement to daily communication. At the same time, they belong to the source of economic income In the low -end consumer group, the contradiction between the two provides a lot of room for development to the development of Yilingtong. There is a large gap in the development of Yilingtong business in the campus market.

In this case, with the further development of Yichang's communications industry, strive to occupy a large market share in the campus market in the mobile communications field, and thus radiate the whole society and be the business of Yilingtong business. Long -term development has laid a solid foundation.

Pre -preparation:

1 The main person in charge of the event contact Yichang Telecom, explaining the event planning plan to the main person in charge of the telecommunications
n 2 The event is mainly responsible People and telecommunications negotiate to build a tariff method for three college students

Is that if possible, you can build three major local area networks

3 to attract students to use. Do some activities. You can pre -store the phone bill to send Xiaolingtong's newly -entered students to enjoy a few months of free monthly rent. Strong ability, can endure hardships

The advantages of Xiaolingtong:

1 radiation is lower than the remote control

This government in terms of electromagnetic radiation environmental protection It is extremely responsible. The current electromagnetic radiation protection standards in my country are more strict than that of industrialized countries in Europe and the United States. According to the relevant test report, the maximum value of the radiation frequency of Xiaolingtong's mobile phone is 10 mcws, which is much smaller than the use power (25 mile) of the TV remote control. It can be ignored.

It, Xiaolingtong is in a dormant state during standby and does not emit power, which means that Xiaolingtong's mobile phone is not radiated at this time. Launch. The transmitting power of Xiaolingtong's mobile phone is calculated at 1 cm away from the human body by Xiaolingtong. The Xiaolingtong mobile phone has only 0.25 microma/square centimeters of electromagnetic radiation absorbed by the human body. The electromagnetic radiation power of Xiaolingtong's mobile phone is only 1/150 of my country's microwave hygiene standards.

2 Diagraphs Low

Because the tariff standards and fixed telephones of Xiaolingtong are basically the same, it can be greatly reduced with small Lingtong in this city. In addition Domestic and international long -distance, you can also dial IP calls to allow users to enjoy cheap long -distance calls anytime, anywhere in the city.

3 is colorful and cool life

The mobile communication equipment currently not only has basic call functions, but also becomes a portable entertainment device that can watch news and play games online. Here A little Lingtong is not inferior. With the help of the small Lingtong wireless market, it can enjoy wireless Internet services anytime, anywhere, anytime, anywhere.

three major situations

1 market potential

05 new students, coupled with senior students, the market potential is great. College students are A special consumer group. It is the main force of social consumption in the future. The consumption concept formed by students now has a very important role in the future consumption method. 2 Actual needs

The people in schools in schools. 60%of students have mobile phones. It shows that college students have a great demand for mobile communication services. Users have demand for "mobility" of communication, which means that he may become a customer of Yilingtong service. "Mobility" is the biggest advantage of Yiling Tong different from fixed telephones. At the Three Gorges University, almost 90%of students are mainly communicating through fixed telephones or mobile phones. This proportion is very large. This determines that they are potential users of Yiling Tong.

3 The situation of competitors

The network of mobile companies is not good in school. There are often no signals in the Xinyuan machine room .g Tariffs are not cheap and moved by users in the school. Because there is no economic income, most of the daily expenses are provided by the family. The communication consumption capacity of college students is not high, and the monthly consumption fee ranges about 25-200 yuan. About 50 yuan. It shows that although the university market is a low -end market, Yilingtong's ARPU value (average per month per month) is higher than fixed telephones, and the cost is much lower. It is a consumer group that operators should focus on cultivating.

4 The specific usage situation

The mobile phone price High -rate high radiation strong

Small Lingtong can play IP long distances, or you can use the 201 telephone card for long -distance cheap) average monthly call fee is lower than the mobile phone, which is very suitable for students to use. Xiaolingtong can now send text messages, Internet access and mobile phone functions.

Plocating method:

1 Telecom and school contact the relevant information of telecommunications on the envelope of each admission notice and attach publicity in each admission notice one.

Note: The content of the leaflet includes the new special rights of students A (specially targeted at students' discount activities)

B's advantages (low radiation of the phone bill) Write from the perspective of parents 2 New students when admission A welcomes the school's school bus advertisement B. Put the leaflet on the table of the new living bedroom in the form of a promotion board in the school

specific operations:

1 At the beginning of school, at the school gymnasium and the business agency department of the individual garden. There must be at least one student (understanding the real sales situation)

2 at each agency There are special agents in the school not only make people feel reliable, but more importantly to provide professional and thoughtful services. In the form of monopoly, students are discounted at a certain price. The specialty stores are specifically responsible for sales and after -sales services, and they use them to issue some advertising materials to timely feedback information, and deal with general problems that appear in the user's use. 3 Looking for some students in the school to do agents and more admitted to student life, the later service is better. It is convenient to master the various news in the school, and further lay the foundation for the later market. R n
S student salary: commissioned from the sales of telecommunications, specifically allocated: more capable of more and more

except for the cost except the cost of the cost

A outdoor personnel ----- 25% B propaganda staff from net profit ------ 15%

C classmates who work on the spot --- -We net profit of 25% D activity in charge-35%

3. Propaganda

The success of our product development is of epoch-making significance. Middle -aged and elderly people no longer have to worry about the emergencies of the disease. In order to allow the majority of consumers to understand our product information in time, the propaganda measures we take are:

First of all, we will use traditional advertising methods to promote our product.

Secondly, for those young and middle -aged as children, we will be put into major well -known websites in the form of online advertising so that they can browse our product information when surfing the Internet.

again, product sales are essential. Our sales method is mainly composed of two parts: on the one hand, the agency hospital is responsible for recommending to many patients; on the other hand, the salesperson conducts product sales.

During the sales process, some advertising materials are distributed to collect feedback information in time and deal with general problems that appear in the user's use.
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