TAFE102High class 营销策划方案中英文.doc

Marketing planning营销策划书TAFE102High classMembers:成员：Xiao ping XI奚晓萍Shao long YANG杨少龙Jin yu HUANG黄金玉Li yu SU苏丽瑜Jia xin HUANG黄嘉欣Contents目录Background.1背景.1Analysis and Suggestion .2调查分析和建议.2Marketing plan.7营销方案.7Budget.8预算.8Emergency plan and conclusion.9应急方案和总结.9l Background In 2010, Bangbang JO Soybean-milk store is established inside the Selling Students Market. It is in the charge of senior student Zheng li hong for the allocation of school. There are totally 15 students including Zheng responsible for the store. Opening hours are from 6：50 am to 10:30 pm. 棒棒JO豆浆店创立于2010年，位于启航学生超市，来源于学校的分配，现由大三的郑丽红担任负责人。店里员工包括负责人在内一共有十五名，经营时间是每天早上6:50分至晚上10:30分。The store aims at high degree of customers approval, and popularity among all customers to lead the new fashion of fresh drinking culture. 棒棒JO的目标是赢得市场消费的高度认可，受到广大消费者的青睐追捧，引航当今时尚鲜饮消费文化新潮流。Our slogan is “just come , poor or rich; just drink, joy or sorrow”. Reasonal and preferential price with high quality will guarantee every customers safty. 棒棒JO豆浆店的口号是“穷也罢，富也罢，来吧；喜也罢，忧也罢，喝吧！”在价格方面，除合理的产品定价以外，始终保证产品的质量，承诺给予最大的优惠，让每个人买得开心，喝得放心。l Analysis and Suggestion调查分析和建议Wetook BangBangJOstore employeesandstudents from GuangdongIndustry Technical College as the object for the survey. 我们以广东轻工职业技术学院学生的消费群体以及店内的员工作为调查对象。First part, we use face to face survey of the employees, to carry out an question and answer investigation. 第一份：我们采取面对面的调查方式，与店内员工进行问答调查。Findings are the following:调查结果如下： Since September 2011, this store has got a new manger.自2011年9月开始，另选了新的负责人。 Because of the inflation, the price is rising, sale price had increased.物价上涨，成本高，导致销售单位价格提高。 Customer flow is small.客流量不多。 Competing goods.同类产品的竞争。Second part, we use questionnaire survey of 27 students from GuangdongIndustry Technical College.第二份： 采取问卷调查，调查对象广轻大二学生 27人 女生21人 男生6人。We have selected several questions: 以下我们抽出几个问题进行分：Flavors and types口味与种类：One Kind of taste soybean milk, the majority of customers all hoped to add other material on the inside. At this Pie Chart, the percentage of red dates and oats stands out. At this finding we will deeper to research of customers why choose this option. We have to talk face to face. For the following reasons: 1, Oat is healthy fiber food. 2,The dateshave positiveeffectsfor women. 口味单一的豆浆，顾客都希望在里面添加其它材料。在调查问卷过程中，大多数顾客都希望添加红枣和燕麦。为此我们在更深入的调查，对选这两项的顾客进行面对面问答，选这两种材料的原因：1、燕麦属于粗纤维卫食品，对肠道和身体都有很好的帮助。2、红枣对于女性有着重要的功效，有补血补气的作用。Nowpeoplearefocusing ontheir healthydiet. And they try tominimize thesugar and salt when cooking. 现在人们都很注重自己的健康饮食以及女性希望保持形态,都会尽量少糖、少盐。Suggestion: Provide different flavors for different customers and provide nutrition ingredients to the customer choice. 口味要多元化，提供有营养的配料供顾客选购 Give a clear indication to tell the customers the function of ingredients and what kind of people the ingredients suit.在价目表上注明该用料有什么功效，适合什么人群。 When customers buying soy beans. Ask them about the amount of sugar they want. 在顾客选购时，询问顾客放糖的分量。u Price and quality价格与质量：We find out that customers relay on the brewedsoybean milk. They believe it to be fresh and healthy when they see the whole procedure. 顾客都信赖现磨豆浆，因为现磨意味着新鲜，没有防腐剂，同时能一一目睹现磨的过程，安全卫生得到保证同时非常注重豆浆的质量。We all know that customers want to the price between 1.5RMB and 2.5RMB. During questioning by face to face, “Improve the quality in every cup of soybean milk, while the price to increase by 0.5 million, you can accept it”, in this question, customers expressing an affirmative answer. 顾客普遍能接受一杯豆浆的价格在1.5元-2.5元之间。在面对面问答过程中，“在每杯豆浆质量提高的同时每杯价格要提高0.5元，你能接受吗”的问题上，顾客都表示肯定的态度。This reflects that customers care more about quality than price. They want to taste a cup of high nutritional quality of soybean milk. 这反应了顾客要求豆浆的质量大于价格。他们都希望能品尝到一杯营养高品质的豆浆。Suggestion:建议： Propose provide different flavors for different customers demands. 根据顾客的需求，提供多元化的口味给顾客选择 To improve soybean milk Using high quality water. 为提高豆浆的品质，选用优质的水 To ensure the quality of soybean milk, the box storing soybean must be no air. 储藏豆子和食物的盒子要选用密封度高的，以确保豆子的质量保证 More special promotion to attract more customers.多做促销活动，吸引更多的顾客l Marketing plan营销方案u The purpose of this marketing plan is ： 本营销方案的目的主要是: To further improve the publicity and the sales volume of the Sailing Soy-bean milk shop on our campus. 进一步提高我校启航豆浆店的知名度和产品销量。 u Location: 地点： Guangdong Industry Technical College Commercial Street the store. 广东轻工职业技术学院商业街Bangbang Jo店面u Time: 时间 23rd Dec, 2011 to 25th Dec, 20112011年12月23日至2011年12月25日u Target: 活动对象： Guangdong Industry Technical College staff and students.广东轻工职业技术学院全体师生According to the campus marketing environment, we build our plan into three stages as follows:我们根据校内的营销环境，从三个阶段来制定了以下营销方案：u The first stage is the advertisement 第一个阶段是广告实施 Online advertising 网络广告 Entity advertising 实体广告 u The second is sales promotion 第二阶段是促销 New product tasting events 新品试饮活动 a value meal of breakfast 早餐套餐 consumption card 消费卡 point card 积分卡u The third stage is to provide part-time job for students 第三阶段我们会提供勤工俭学机会。l Budget预算Title名称Amount数量Unit单位Unit price(Yuan)单价(元) Time limit(day)期限（天）Total( Yuan ) 总价(元)promotion flyers宣传单 2000Piece（张）0.08160Part-time advertising specialist兼职广告专员 1Person（人）20360Part-time promotion flyer delivery men兼职派单员 5Person（人）103150Part-time sampling booth assistants兼职试饮工作人员 2Person（人）1539030ml paper cups30ml 纸杯 1000Piece (个）0.0440Taobao express delivery淘宝快递 188Total总价508 Part-time advertising specialist will be paid 20 Yuan a day (working hours are 12:30-13:30, 18:30-21:30). This promotion will last for 3 days. So our expense here is 60 Yuan. 兼职广告专员,20元一天(工作时间在12:30-13:30,18:30-21:30),此推广需连续进行3天,即我们将花费60元在此员工 Leaflets will be 2000 pieces at 0.08 Yuan for each. So the total is 160 Yuan. 宣传单,0.08元一张,需要印刷2000张,即需花费160元. Part-time promotion flyer delivery men will be paid 10 Yuan a day (working hours are 11:50-13:30, 17:50-18:50). Altogether five men are needed for three days. So the cost here is 150 Yuan. 兼职派单员,10元一天(工作时间在11:50-13:30,17:50-18:50),5人,共3天,则此项需花费150元. In three days promotion, two part-time sampling booth assistants who will be paid 15 Yuan a day (working hours are 11:50-13:30, 17:50-18:50, 20:00-21:30). We need to spend 90 Yuan here. 兼职试饮工作人员,15元一天(工作时间在11:50-13:30,17:50-18:50,20:00-21:30),2人,共3天,则此项需花费90元. 1000 30ml paper cups are needed. The single price is 0.04 Yuan for each. Since 8 Yuan will be charged as delivery fee, it is 48 Yuan in total. 30ml 纸杯,1000个,每个0.04元,从淘宝订购邮费共8元,则一共48元All in all, the budget for the publicity is 508 Yuan.综上所述,本次宣传的项目成本所需预算共为508元.l Emergency plan and Conclusion应急方案和总结For the accidents that may occur in the activities, we will take measures as follows:针对活动过程中可能会出现的意外问题，我们将采取一些方案： On-site disorder, we will sent two staff members to maintain order at the scene. 例如同学早上要吃早餐，会赶着买早餐去上课，现场就会很拥挤很混乱，这个时候我们将会派两名工作人员来维护好现场的同时也要保护好我们的营销方案顺利进行。 If fewer people to attend, sent officers to the concentrated flow areas to distribute leaflets.如果前来参加的人比较少，那我们就派一些人员到人流比较集中的地方派一下传单。 Serious quality accidents, appear broken soy-bean milk problems, after we verify the original compensation system will be implemented. 有时候我们也可能会遇到质量事故，如出现豆浆坏掉的问题，经我们核实一律实行原价赔偿制度。 Soy-bean milk supply low, we will promptly notify all customers through various channels, so that they can be prepared well in advance.如果太多人购买豆浆，使豆浆供应不足时，我们会及时通过多种渠道通知各位顾客，让他们提前做好心理准备。 In response to customer complaints, we will set up customer advisory point, open the customer, customer dissatisfaction and can make some practical suggestions and ideas.而且针对顾客投诉 ，我们会建立顾客咨询点，对顾客开放，顾客可以提出不满和一些可行的建议和想法。Through investigation we find out that single flavor ca