英文版市场营销策划marketing plan.doc

SK Cross-Stitch Marketing PlanClass :应英101 Name : No :201003 Date :2013.1.13 Score : ContentsExecutive Summary 3Company Background 4SWOT Analysis 61、 Strength2、 Weakness3、 Opportunities4、 Threats Target Market 8Marketing Mix 91、 Product2、 Place3、 Price4、 PromotionMarketing Objective 12Implementation Plan 13Appendix 14Executive SummaryAlong with social culture unceasing development, because the cross embroiders appearance obtained the general youth feminine friends favor, the cross has been embroidered simply, the luster bright, the variety diverse deeply with the feminine friends affection.The cross embroiders in the Yulin normal school completely has not developed, even does not have the exclusive agency. We make this plan to set up the true brand image specially, enhances the market share, meets the consumer need.The SK cross embroidered the establishment in 1999, was the Chinese embroidery industry with one of the most influence brands. It uses the import lining and the percentage hundred Egyptian cottons, establishes the SK product high quality the foundationAccording to SWOT analysis, the SK cross=stitch demand in YuLin normal university is still large and expects to grow in the future years. Because its quality good and price is moderate, provides the very good opportunity with our omni-directional promotion plan to us to enter the market of Yulin normal university.We implement a series of plans, including business promotion plan, the advertisement plan, the personnel promotes plan as well as the public relation to achieves the ultimate objective that the selling of scale is 500, as result gains 25% profitCompany BackgroundNameThe Jiang Aonisi Bedding Health Supplies Limited companyLocationZhenjiang, ChinaCompany Profile Jiang Aonisi plays the part of the health care thing limited company is a fair research and development, the design, the production, the sale is a body large-scale bedroom necessity and the cross embroiders the enterprise. The SK cross embroidered the establishment in 1999, was the Chinese embroidery profession most has one of influence brands. The company continual eight years are evaluated the AAA level credit rank unit, and obtain “the outstanding enterprise”, “the advanced enterprise” the title, this company makes a living by the quantity saves, seeks the development by the brand is enterprises strategic target. The company takes the lead in the National Trademark Bureau registered trademark, the use “the knowledge economy”, the implementation “the name brand project”, depends on the SK brand superiority development chain-like pattern, persisted offers the high-quality goods to the customer. The company has the self-management import and export power, sells internally with foreign trade developing simultaneously, the product best-selling domestic market, sells in distant markets Southeast Asia, Europe, North America and so on the international market, the year sales volume is the colleague front rowMain Productssleeve chuck、mobile phone sets、Mural、Small pendant、pillow and wallet. Company MissionThe company invests 5,000,000 Yuan to use in the cross every year embroidering the creativity to design the talented person troop the construction, the Journal of Propulsion Technology innovation, the investment large amount of money introduction overseas advanced equipment, and uses the import lining and the percentage hundred Egyptian cottons embroiders the line, establishes the SK product high quality the foundation. Relies on the creativity and the technical dual superiority, SK develops into the cross to embroider the range pole enterprise. SWOT Analysis 1、 Strengths:1-1、 Company has the very strong research and development ability and innovation ability, and sets up promotes the consumer quality of life, meets the consumer energetic need the enterprise culture.1-2、 “SK” the cross embroiders the style has the fresh idea novel, regardless of from the product type to the product quality all is outstanding in the similar product.1-3、 the design of “SK” the cross embroiders is extremely novel, pursues the fashion tidal current.1-4、 innovations to propose the DIY design, measured the body for the general consumers to make to order the special sales system, the consumer can send us the picture or the photo they like , the company made it which the cross been embroidered, such consumer had belongs to own unique that nobody might imitate.2、 Weakness:2-1、The fund insufficient2-2、 lack source of goods2-3、lack-knownness not high2-4、there still are competitor which embroiders to the cross in YuLin out of our school3、 Opportunities:3-1、 embroiders belongs to the leisure product, the technical content is low, regardless of regarding shop owner or customers all very easy academic society, moreover the investment is not very big.3-2、 In buys this kind of product in the consumer the feminine consumer population are more female students are more than fames n our school, this brings the very good source of buyers to us.3-3、 Our cross embroiders the same with the YuLin markets are priced to be slightly low. 3-4、 Serves (scene to teach thoroughly to embroider, fine packing, deliver of the goods to dormitory)3-5、 The handicrafts can express the regard, has the commemoration value, is liked deeply the university student. 3-6、 At present the school peripheral does not have the cross to embroider the shop, has certain market. 3-7、 Type diversification4、 Threats：4-1、Various brand of the cross embroiders with fierce competition and the variety styles is incomplete, because the system of cross embroiders has many not perfect brands. So the consumer cannot distinguish clearly division of the brand quality. 4-2、cannot be too high generally in the consumer eye for this product fixed price, therefore many small brand crosses embroidered by the cheaper price have attracted the consumer, and has seized the market share.Target MarketYuLin normal university is the target market.There are two groups of people are the major potential customers:All students and teachers Reasons:1、 The goal market chooses the Yulin normal university is because our campus quite is far to the urban district, the student not want to spend the time and the fare, our shop facilitates the student to visit, we also may deliver goods to the doorstep if the student want that.2、 the school have no the cross-stitch stop. We will be the unique one with few competitive.3、 For students: The student in Leisure time may begin to make some handicrafts, the cross embroiders is the good choice. They may embroider some to hang (sleeve chuck, handset bag, handset hang and so on) to deliver the friend or schoolmate. Also the cross embroiders simply, the price is also appropriate.4、 For teachers: Teacher in the free time is also may embroider some the pillow or the mural to delivers the relatives and friends.Marketing Mix1、 Producta) sleeve chuck: The end product may use for to the bankcard, each kind of small piece kind and so onb) mobile phone sets：The end product may use for the cell phone, also the money and so onc) Small pendant：The end product available decorates the bag and so ond) pillow and wallete) Mural：The end product has the ornamental value, decoration of the room and so onReasons：We choose the product all is deeply the product which is liked for the student, moreover the price is lower than relative a product which the student can afford.2、 Price:ObjectiveOur price(RMB)Market price(RMB)sleeve chuck5yuan7yuanmobile phone sets7yuan10yuanSmall pendant21yuan30yuanpillow and wallet35yuan42yuanMural25-28yuan36yuanReasons: The price of low about 30% conforms to the student compared to the outside current price on market the psychology that “excellent in quality and reasonable in price ”.3、 PlaceFollow is the distribution trainManufacturer(The Jiang Aonisi Bedding Health Supplies Limited company)Franchise storesRetailerwholesalerRetailerconsumer4、Promotiona) Below-the-line1、Broadcasts: Introduce our cross through the campus broadcast to let the student understand the cross embroiders better, broadcast the finished radio script in each Friday afternoon at designate 4:00 2、Poster: when the new goods enter not only has a advertising of the type and the style characteristic and the preferential benefit which the cross embroiders and so on creates the propaganda to let more people understand, but also has first three to enjoy 9 to fold the preferential benefit activityb) Above-the-lineUsing our campus website to open a shop with the propaganda and makes the detailed introduction and the contrast to the product, and rows out the current price on market and excavates the new usage of the campus website shop,for buyer and a seller transaction platformMarketing objectivesThe SK cross-stitch shop is unique one, but because the market has big potential. There must be the competitor surely to appear, therefore we must walk as necessary in the front, promotes with many new products to consolidate our market, we pay great attention to the product the quality simultaneously also to pay great attention to pre-sale, sell the neutral post-sale service. According to the embroiders increases in the short-term intrinsic school of selling point, and increases the selling point on the campus net shop. We promote “SK” the brand chain-like to specialize in selling setting up true brand image, achieved the cross embroiders market brand in the student be the first brand image, implements the campus “ monopoly”The scale of sales begins in initially 500 and wins 25% profitImplementation planplan namestrategytaskThe role of personThe time frameSales planningDiscount activitiesDecide the proper pricemanageAt 8:00AM9:00PM each Saturdays and Sundayssell goods with prizeDecide and prepare the Awards manageThe whole year except Saturdays and Sundays Give additional giftsDecide and prepare the giftsmanageThe whole yearAdvertising planningposterDesign an make some postersAdvertisement deptThe Time launch new productsPaste the post in the store and campus Bulletin BoardclerkBroadcastsWrite the radio script and send to the campus broadcast stationAdvertisement deptFriday LeafletSent the leaflet to student in campusAdvertisement deptThe first day of each monthPersonnel planningEnd products showShow in the campus and school net shopclerkHolidays(such as national day, Mid-autumn festival)the detail of each strategies in appendix Appendix、Our teamManager: Is responsible to master plan of the sales. Achieves the sales goal, the strategy formulation, carries on the surveillance and the appraisal to sells plan the advancement and the effect Advertisement dept: Is responsible to the product promotion and the propaganda.seller: Is responsible to sales the products and the promotion and propaganda of product at Stores.、The detail of each strategiesa)、discount activities: On Friday late six to ten buys the cross to embroider hits 9 booklets; Sunday early nine no later than eight buys the cross to embroider full 150 on Saturday to reduce 10 Yuan; The member 9 booklets, the integral trades the ritual, develops the member to train.b）、Give additional gifts: The disposable purchase full 68 Yuan products, namely deliver pull out lottery ticket one, infer from this. No matter what pulls out the lottery ticket to be possible to enjoy dually d