汽车新产品促销计划探究.doc

汽车新产品促销计划探究 汽车新产品促销计划探究A specialProject Topromote our new productAt QingdaoLioho selling and service Co.,Ltd.Acknowledgment I am mostlygrateful to my supervisorprofessor guidewithout whosesupport andpatience this project wouldnot evenget offthe ground.I amalso gratefultomycolleagues for their timespends SWOT analysis anddiscussions with me.No amountof thankswill be adequate formy studentswithout whosewilling participationin the project implementationit wouldhave remainedon paper.Last butnot least,big thanksgo tomy mother and myfamily whohave sharedwithmemy worriesfrustrations,and hopefullymy ultimatehappiness ineventually finishingthisproject.论文摘要青岛六合汽车销售服务有限公司自1999年成立以来，凭借其良好的声誉，优质独特的产品和专业的产品推广，赢得了广大消费者认可，公司业务迅速发展。 但随着新产品开发逐步加快以及市场竞争日益激烈，福克斯销售量自上月明显出现下滑，营业收入下降。 作为销售经理我决定通过设计一个提高销售技巧的计划，力图在短期内帮助福克斯销售代表掌握销售技巧并加以运用，与客户建立良好的关系，从而提高产品销量，增加销售收入。 从销售技巧和客户服务的原理与实践来看，掌握专业销售技巧可以帮助销售人员和客户建立长久稳定的业务关系。 本论文前期通过目标客户的问卷调查、SWOT分析法、及员工自由讨论等研究方法找出此次计划的目标方向。 在中期的计划执行过程中，采取项目进度流程表、项目进展清单、项目构架表等检查与评估形式确保计划内容充分执行。 在后期计划评估部分，仍主要采取问卷调查的方式，如要求每位客房户填写反馈表，同时通过销售代表与客户共访的形式，对代表实际工作中销售技巧的运用提出反馈意见。 经过前期周密的调查分析及切实可行的计划，及中后期的严格执行与分析评估，于xx年10月完成并取得了预期效果。 福克斯销售代表不仅在专业销售技巧上得到了提高，并通过具体实践锻炼了他们处理实际问题的能力，提升了客户的满意度，促使了产品销量和销售收入的增长。 该计划的设计、实施和评估过程中，我意识到通过不断学习掌握产品销售技巧，提高销售人员的专业素质，树立产品品牌形象，提高产品知名度，才能在市场竞争日益激烈的今天，使公司的业务蒸蒸日上。 关键词市场竞争销售技巧产品销量销售收入Abstract ThisBA degreepaper presents a detailedreport ofa projectimplemented to solve the problem of promoting our new product.Based on the hypothesisthat ifsales repshave goodprofessional munication skills andenhanced theirselling techniquesthey caninteract betterwith theircustomers andcan providethem withbetter services,it willbring anincrease in our sales amount andprofits by40%and30%respectively withintwo months.Scientific researchmethods of questionnaire and SWOT analysiswere used in theidentification andanalysis of the problems.A theory-practice integratedapproach was adopted inimplementing the project.With theefforts of all our project members,we achievedour finalgoal suessfully.Sales peopleare satisfiedwith ourarrangement and the progressthey havemade.They are not onlywell equippedwith professionalknowledge throughtheory learningbut alsoimproved themunicationskillsby fieldpractice.The resultsof the project provethat effectivesales skillscould helpour repsprovide betterservices tocustomerssatisfaction,which willcontribute tosales growth.Key words:market petitionsales techniquesales amountsales ineTable ofContents Pages1.Introduction.1.1Currentsituationdiscussion1.2Project objective1.3Outputs and benefits112.Project Rationaleand Project Hypothesis.22.1Project Rationale22.2Project Hypothesis-23.Problem Analysis.3.1Current BusinessSituation3.1.1Physical andHuman resource3.1.2Financial andenvironment resourceresource3.2Needs andWants Analysis3.2.1target customers3.2.2Customer needs and wantsanalysis3.3The SWOTAnalysis4Project Design4.1ActivityPlan4.2Critical PathAnalysis of the Activities4.3People involvedand theirresponsibilities4.4Time-scale of the activities4.5Cost consideration4.6Risk Analysis4.1.1The potentialrisks analysis4.1.2Protective measuresto betaken5Project Implementationand Monitoring5.1Project Implementation33334445668101011131313135.2Monitoring6Project Findingsand Discussion6.1Data Analysis6.2Results Discussion7ConclusionBibliographyAppendix I:The projectframeworkAppendix II:Activity flowchart withtime-scaleAppendix III:Flow chartfor acritical pathanalysis of the activitiesAppendix IV:The questionnairefor problem analysis AppendixV:Comparison ofdegree ofsales increasingur customersAppendixVI:Comparison ofdegree ofsatisfaction byour customersAppendix:The questionnaire1414141516161719201Project Title1.Introduction Theintroduction includescurrent situationdiscussion,project objective&hypothesis,Outputs andbenefits,and totalestimated cost.1.1Current situationdiscussion I have workedin marketingdepartment forseveral years.In myexperience I found there are somedifficulties when we areselling our product.Moreover,the percentageof our business has been reducedby onefourth sincelast summerdue to a continuinglydownturn on the auto market.We feelan immensepressure facingsuch alow market.We musttake someeffective measurestosolveour problems.I hopeI cansolve someproblems.1.2Project objectiveThe goalof myproject isto improveour designquality andbuild uplong-term relationshipswith customers.Therefore,the objectiveof myproject isto reduceor eliminatecustomersplaints ondesigning bymodifying designflow chartsand thencarrying out an eight-week trainingcourse fordesigners from different departments.The objectiveof myproject isto promote our new product Focus,to fulfillour sales amount500Focus andincrease ourprofit by10%,at the same time,enhance skillsof promotingproducts.We needto choose the most effective advertising style to publicize our product in the limitedtime;our sellingstaffs shouldlearn moreuseful sellingtechniques withinbounded time.The aimand goalof myproject isto improveour brand identity so that peopleknow usbetter andrespect usmore.1.3Outputs andbenefits There are someoutputs andbenefits for the project.Once we have pletedin finishingthe project,we haveimproved our brandidentity,more and more peopleapprobate our product,we havefulfilled our sales amount,increased ourprofit by10%.Through thisproject,we notonly enhanceour serviceskills but also keep2business relationshipclosely with our customersin allfields.The totalestimated costThe totalestimated costs of the project areRMB339,750.with fourparts includingmaterial andequipment,time andlabor,finance,and contingencyallowance.We hopethat the cost isreasonable andaeptable byour teamand this amount willalso beagreed underthe approvalof our top managementof the pany.2.Project Rationaleand ProjectHypothesis2.1Project RationaleThe followingis therationale onwhich myproject will be based.1)Selling is the artof persuasion.Everyone can benefit fromlearning thebasic techniquesof selling.2)Salespeople employfive skills:asking questionsand reallylistening thereplies sothey canidentify the customers needsexactly.Describing thosebenefits of the productwhich meetthat customers needs.Using evidenceto supportany claimsmade.overing objections,closing thesale.3)In overingobjections,salespeople learntwo principles.First,if the other personwants tointerrupt to ask aquestion ordispute something,let them.Second,never contradictthe customer,never say“you arewrong”to your customer.But using“yesbut“technique.Techniques can be usedpositively byus atwork andin dailylife.4)Nobody likesto dealwith plains,but astutebusiness ownersrealize thatdisgruntled customerswho botherto soundoff are the bestfriends any business canhave.These arethe onesthat informthem somethingis wrongwith theirservice,and thatgives thema chanceto correctit.5)Consumer researchis absolutelycritical;the consumershould beat theheart ofanybusinessplan,any programme,and anyproduct.If youunderstand theconsumer,and thenyou arein muchbetter chanceof launchinga productthat willactually workandbesuessful.So consumerresearch whetherqualitative orquantitative-absolutely fundamental.6)The marketinggroup,the promotionmaterial,the advertisingcampaign get3together totake apromotion.7)In order to besuessful,organizations mustknow what their petitorsare doingand wherethey themselvesfir into the market.When theyhave this information,they maythen decide to makechanges to their brandimage,their advertising,and theirproducts orto otheraspects of the pany.2.2ProjectHypothesisIt ishypothesized that the enhancingof sellingtechniques willbring anincrease inour sales amount andprofits by40%and30%respectively withintwo months.3.Problem Analysis3.1Current SituationAnalysis3.1.1Physical andhuman resourceQingdao liohosellingand serviceCo.,Ltd.was foundedin SifangDistrict inQingdao in1999.its twoshowrooms covernear10000square meters.It has50employees,including22salesperson inMarketing andservice Department.3.1.2Financial andenvironment resourceOur averagesalesamountwas500ford carsper yearin thepast fiveyears.And wehad createdmore than10million Yuans profit,However,our financeis notas optimisticas before,due to the marketpetition,it samesthere arelittle andlittle profitfor us to gainin thedog-eatdog markettoday.The totalmarket hasbeen turndownfrom lastyear,almost everymonth there are severalnew productslunched in the marketfromdifferentproducer.The automarket has changed fromsellers intobuyers market.We hopewe couldchange thissituation bysuessful promotingof ournew product-Focus.Which withhigh qualityand middleprice.We size-up thebudget forpromotion withRMB26,000.3.2Needs andWants Analysis3.2.1target customersConsidering manyfactors such as rawmaterial,stock,design,technology,The price of focusis fixedbetween RMB12,9800and RMB17,9800,its orientatedtoatype ofmiddle-grade automobile.So wedecidetochoose ourtarget customersfrom thefollowing threegroups:41).White collarswho wantstheir familycar,sit withthree ortwo people,they concernabout thesafety andfortable ofauto.Focus withtwo issuitable for them.2).Businessman whoowns theirown panyand customers,they wanttheir carto beused bothsuitable forbusiness carand alsofor theirfamily.focus三厢which haswider interspaceswill fittheir demand.3.)For people who likeauto racing,we havesport-type focus to let them choose,it hasstrong driveand thequickest speedpare with thesamegrade auto.3.2.2Customer needs and wantsanalysis Tofind out about consumersfeelings and reactions to ournew product,we set up a focus group-8people who discuss ournew product-Focus witha market researcher so that we can find out theiropinions.Within themthereare2businessman,4white collars,and2persons whoare goodat auto-racing.We presentthese questionsfor the market researchquestionnaire to find outpeoples opinionsabout ourFocus.1）Have youever heardsomething about Ford auto?Have youever heardabout Focus?2）Where didyou hearabout them?3）What typeof Focusdo youlike best?4)Which colorof itwill youprefer tochoose?5)Whats youropinion about the TV advertisement?6)How muchdo youprefer topay forit?7)What doyou thinkof our service?Here arethe answersthey give us:Most of them haveknown somethingaboutFordauto,only threeof themhave someknowledge ofFocus.Six of them likeFocus二厢,only twoof themlike theFocus三厢.two womenlike redFocus,the otherwoman likeyellow Focus.Three ofthe menchoose theblue color,theotherman likethe greycolor.All ofthem agreeTVadvertisementis the mosteffectiveway to promote focuswithin theshort period.Most ofthem preferthe priceis RMB12.98-15.98.5They suggestthat ourconsultants shouldoffer moreinformation about the newproduct andshould bemore hospitality.3.SWOT analysisIn order to workout the best strategyof our pany,we implementSWOTanalysis,basing onour strengths,finding outweakness pareswith ourrivals,analyzing thechange ofouter environmentto realizeour potentialopportunities andthreats weare facing.3.1Strength Fordauto isone ofthe maximalauto enterprisein theworld,famous for the its highquality,it has a longand glossaryhistory and it ownsa lot of fixedcustomers.Focus isdesigned byEurope engineers,adopting Germantechniques,using aluminumand metalreverse-installed energy,especially joinin theCOSWORTH technology,which isfamous foropening upFI drive,so Focuscanbeaurate reined,and theunique designadvances theburning efficiency.oil costis reduced,also theexhaust gas.A newdesign concept-NEW EDGEis presentedas theydesign Focus.This isenjoyed bymany youngand fashionablepeople.We have a perfectmarketing work,with thehelp ofinformation technology;we canwork moreefficiently thanother panies.We haveestablished aspecial department-client relationshipcenter todevelop therelation betweenourpanyand our clients.We offerourcustomer24hours after-service;we guaranteeto keepour productin goodrepair theycan keepcontact withus wheneverand whereverthey are.Our serviceis almostthe full-side onepare withothers.We haveour ownauto financehouse;we offerfinancial helpwhen ourclients meetcapital insufficiency.It offersgreat helpfor thepeoplewholack ofmoney inshort period.3.2Weakness Thepriceof our productis almostfixed;we onlyhave avery littlespace to bargain withourclient.But forother brandsuchaspolo.Fiat etc.Their priceis moreflexible6than us.Our panys capitalis notas plentifulas before.Our invoicecould onlybe treatedby ChanganFord Auto.after wehad receivedthe clients subscription.Otherwise theycould notdemand our product evenif theyreally wantit.So wewould losesome potential customers.3.3Opportunity Withthe developmentof china,their tasteabout beautifulhaschanged,more andmore peoplebegin toaept二厢auto.Itsa good opportunity for ournew productsto enterchina.,Our focus二厢has thefinest capabilityand performanceamong the二厢车marketing inchina.Moreover ourengineering andtechnology departmentis researchinghow to improve its technique.Ford Transanwill holda representationin Nonghaiyuan,we couldcooperate with them todisplay our focus atthat placein thefocus Section,It isagoodopportunityfor our customersto knowmore aboutournewproduct.3.4Threats Thepetition ofautomarketbees moreandmoreserious.Most panylower theirprice inordertoattract morecustomers,but customsare waitingfor thelower price.The profitwe couldgain beeslittle andlittle.Another Dealerwho is also authorizedby fordhas set up？In HaierRoad,whose locationis betterthan ours.They willshare part of our customers.4.Project Design4.1Activity PlanThe project is goingto becarried outin fourstages as follows:Stage1.get information about consumersneeds and tastes andget proposalsWe couldcontact customers and clientsby interviewface-by face,telephone conversation,sending e-mail messagesto findoutabout their feelings andreactions toaourproduct,our service,and our promoting strategy.We couldsetupafocusgroup-a groupof peoplewhodiscuss products witha marketresearcher sothat he or shecan findout theiropinion.They cangiveusa generalsense ofconsumer reactions7to ourproduct andour service.Stage2.Write marketresearch reportsand gainapproval Afterwe getproposals with customers,we workwith chartsand analyzethem;we summarizeinformation andmake remendationsabout improvingour products,ourservice,and promotingstrategy,also the cost budget,after wehave discussedit carefullywithour staff,we couldsend it tothe boss togain hissupport.Stage3.Make product promotion checklistIf theboss agreesour proposal,he willask oneof mycolleagues tolead ateam tolaunch thenewproduct,then thereisawork for usto do,list all oftheimportant thingswe shoulddo.Such asinvolve the marketing team,ask the training department to preparethe trainingcourse required,talk tothe financedepartment,and contactthe advertisingagency.We alsoshould havea discussaboutthe checklist interiorto avoidsomething to be left.We needto decidethe sequencesof thingswritten in the checklist.Stage4.Promoting ourproduct Marketinga newproduct representsa majorinvestment forthepany,since ourpromotion strategyis intendedtoimproveourbrandidentity sothat peopleknow usbetter andrespect usmore,thereareseveral waysforustopublicizeourproduct.When we want toreach newcustomers withinthe industry,TV advertisingis effective,we canalso putstands atthe annualtrade fairswhere weknow theywill be,but we must waitand wecant estimateits effectiveness.Brochures,leaflets and other materialhave tobe designedand writtenvery carefullyand veryprofessionally.We dont preferto designa newbrochure withina boundedtime.Part ofthe workinvolved isa wholepromotional campaignto convincethecustomerthatthenew versionis better.we dont relytoo muchon directmail asa wayof reachingpeople asit isboth time-consuming andexpensive.we preferto usethe telephone.We treatourtopcustomers extremelywell,giving themlarge discountsand dealingwith theirorders veryquickly.We shouldhaveadiscussion tomake adecision amongallofthe methodswe couldtake whicharethemost usefuland urgentto ourtask withinthe limitedtime.After that we municate with the finance8department toget capitalsupport,and thenwe couldpay forthe advertising pany.Flow chart of thispart of activities:Stage1:get informationabout consumersneedsandtastes.Stage2:Stage3:Stage4:4.2Critical PathAnalysis ofthe ActivitiesThe mostimportant stepis whenwe municatewithcustomers.We must letthemTry to findoutthe numberof percentageof consumerswho likea product,and also the consumersfeelingsandreactionstoourproduct andserviceCollect alloftheproposals of our focusgroup Writemarketresearch report Discuss the reportinterior makeproduct promotionchecklist Discussthechecklistinterior Decidethe sequencesof thingswe shoulddo.Promoting ourproduct Discussto decidewhich methodswe shouldtake topromote ournewproductwithin time-bound Sendit tothebossCommunicate with thefinancedepartment toget capitalsupport Signthe agreementwith advertisingpany9fully understandus atfirst.We shouldidentify theneedsandtastes ofcustomers andtry toknow theirintention concerningthe business.If wecantletthe customerstrust us,it meansthatwefail the project frombeginning.Secondly,whenwechoose the methods topromoteourproduct,we maypare boththe costand theinfluences thedifferent methodswill have.This stepisalsothemostimportant.If wecannot agreewith eachother we should consultto experts.Finally,as soon as weagree eachotherandchoose oneway orseveral waystopromoteourproduct,we informthe Aounting and Financial Department arrangingthe paymentso asto enableustoconclude thebusiness.This is the lastalsothekey step.We shouldmunicatewith the managerof aountingdepartment toguarantee thepayment ofthe promotingplan on time.4.3People involvedand theirresponsibilities Ourteam hastotally ninestaff members.Li Hula,Han Bandyand ZhangYulee arein charge of ge