英文版市场营销策划marketing plan

—《SK Cross-Stitch Marketing Plan》

Class :应英101

Name :

No :201003

Date :2013.1.13

Score :

Contents

Executive Summary 3 Company Background 4 SWOT Analysis 6

1、Strength

2、Weakness

3、Opportunities

4、Threats

Target Market 8 Marketing Mix 9

1、Product

2、Place

3、Price

4、Promotion

Marketing Objective 12 Implementation Plan 13 Appendix 14

Executive Summary

Along with social culture unceasing development, because the cross embroiders appearance obtained the general youth feminine friend's favor, the cross has been embroidered simply, the luster bright, the variety diverse deeply with the feminine friend's affection.

The cross embroiders in the Y ulin 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 foundation

According 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 Y ulin 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% profit

Company Background

Name

The Jiang Aonisi Bedding Health Supplies Limited company

Location

Zhenjiang, China

Company 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 enterprise's 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 row

Main Products

sleeve chuck、mobile phone sets、Mural、Small pendant、pillow and wallet.

Company Mission

The company invests 5,000,000 Y uan 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、S trengths:

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、W eakness:

2-1、The fund insufficient

2-2、lack source of goods

2-3、lack-knownness not high

2-4、there still are competitor which embroiders to the cross in Y uLin out of our school

3、O pportunities:

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 fame’s n our school, this brings the very good source of buyers to us.

3-3、Our cross embroiders the same with the Y uLin 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 diversification

4、T hreats：

4-1、V arious 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 Market

Y uLin 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 Y ulin 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 Mix

1、Product

a)sleeve chuck:The end product may use for to the bankcard, each

kind of small piece kind and so on

b)mobile phone sets：The end product may use for the cell phone,

also the money and so on

c)Small pendant：The end product available decorates the bag and so

on

d)pillow and wallet

e)Mural：The end product has the ornamental value, decoration of the

room and so on

Reasons：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:

Reasons: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 reaso nable in price ”.

3、Place

Follow is the distribution train

consumer

4、Promotion

a)Below-the-line

1、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:w hen 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 activity

b)Above-the-line

Using 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

platform

Marketing objectives

The 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% profit Implementation plan

the detail of each strategies in appendix Ⅱ

Appendix

Ⅰ、Our team

Manager: 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.

Ⅱ、The detail of each strategies

a)、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 Y uan; 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 draws, blows pulls out the lottery ticket to have the opportunity to obtain the cross to embroider the key package, the cross embroiders the flower petal line tape, the cross embroiders the umbrella, the customer in pulls out in the lottery ticket to fill in the good correlation data, gives the local exclusive

agency, may participate in the company unifying draws.。

c）、additional presents: Is the consumer who the purchase “SK”the cross embroiders the product bestows the needlework to every which the cross embroiders and so on.

d)、poster: main body of poster by simple natural primarily, highlights the vigor and the fill vitality company idea. In the playbill the picture has “SK” company's symbol as well as our advertisement slogan and the simple design, may be the scenery or the design which embroiders with the cross spells.

e)、Leaflet：on holidays or the weekend may send in the lively business street faction proclaim the circular, lets more consumers understand our product, and has the interest to our product.

d）、Advertisement: “SK” the cross embroiders the exclusive agency and the commercial personnel crowded place in the management posts the POP advertisement. Enhances this product well-knownness, lets the customer understand in the shop moves.